April 8, 2023 1

PRESENTED BY:-SUMIT KUMARKALYAN KUMARAJAY YADAVRAJEEV KUMAR

PRESENTATION ON “ Mobile Number

Portability”

 STRIKER

April 8, 2023 2

Mobile number Portability

April 8, 2023 3

What is MNP??????

Mobile Number portability (MNP) Mobile subscribers enables to change

their service providers, their location without having to change their existing phone numbers.

April 8, 2023 4

Life before MNP

Mobile consumers find it hard to move from one network operator to another with a better plan, unless they are ready to change their old mobile number and update all their contacts with the new number. The result is consumers often stick to one operator even if they are dissatisfied with plans or customer service.

Now, with the launch of MNP, consumers can easily switch between operators offering different plans while retaining their old number.

(A recent survey by Aegis Consulting and Research shows that Indians have been waiting for this feature and have much to gain with the launch of MNP.)

Types of Number Portability

April 8, 2023 5

Location

service

operator

April 8, 2023 6

Service Provider Portability is the ability of end users to retain existing directory numbers at the same location as they change from one service provider to another

Location Portability is the ability of users of telecommunications services to retain existing directory numbers without impairment of quality, reliability, or convenience when moving from one physical location to another. In this case, a given telephone number could be associated with any network termination device, independent of location.

Operator Portability is the ability of end users to retain existing directory numbers at the same location as they change from one Operator to another

April 8, 2023 7

Component of Number Portability

Service Platform Server Central Reference Database(CRDB)

April 8, 2023 8

Central Reference Database(CRDB)Functionality

Reference database for the ported numbers• Storage of present and historical information related

to ported numbers Message relay

• porting confirmations • porting requests

Message Validation• Message order and parameter contents are

validated before relayed or broadcast. Message Flow Control

• flow of administrative messages between the service providers and network operators connected to the CRDB.

April 8, 2023 9

MNP implementation

1. ALL-CALL-QUERY METHOD The originating network first checks the

location of the dialed number in the central database and then routes the call directly to the recipient network (the network where a number is located after being ported).

April 8, 2023 10

MNP implementation continue..

2. QUERY-ON-RELEASE The originating network first checks the status

of the dialed number with the donor network (the initial network where the number was located before ported).

The donor network returns a message to the originating network identifying whether the number has been ported or not.

The originating network then queries the central database to obtain the information regarding the recipient network and routes the call directly to the recipient network.

April 8, 2023 11

April 8, 2023 12

MNP implementation continue..

3.ONWARD ROUTING (CALL FORWARDING).

Originating network connects to the donor network. If the dialed number has been ported, the donor network itself routes the call to the recipient network.

April 8, 2023 13

MNP implementation continue..

Once into the new SP-B, the customer can’t move out and retain the number at the same time for the next three months.

The entire process may take more than 4 days to a maximum of 6 days.

April 8, 2023 14

MNP Process...

The process works as follows - A customer who has a mobile number connection

active for three months (90 days) with Service Provider SP-A, wants to use new service from Service provider SP-B. They want to retain her current mobile number.

They have go to the SP-B. Fills up forms, giving him enough details.

SP-B goes to the central agency. Either with one request or with bulk of them. Queries for more details. This process is known as “Dipping”. The customer can be charged for this. The dipping charge may not be more than Rs 19 per request per customer.

April 8, 2023 15

ProcessRecipient Service

ProviderDonor ServiceProvider

Subscriber

Dealer

12

request

port request

Issue Porting Authorisation Code (PAC)

Approach withPAC

respond toport request

Inform &Negotiate

3

4

5

6

7

request response

April 8, 2023 16

FROM THE POINT OF BUSINESS

0perator Mobile Advertising Strategies with MNP

Without MNP, operators were mainly able to target a limited audience who were getting a new number. Migration opportunity was smaller and ROI harder to achieve using any advertising approach including mobile advertising. With the launch of MNP, the entire population of mobile users are now open to every operator; hence demand for better advertising and marketing is a reality under MNP.

It is evident that operators with better choices and offers will benefit from this new reality.

April 8, 2023 17

POINT OF BUSINESS CONTINUE…

Idea Cellular Ltd. ran an aggressive television campaign asking people to “Get Idea”. The concept behind this was to call out the differentiators that Idea was offering.

Vodafone India took a more inclusive approach by ‘welcoming everybody’. With the ‘Everybody’s welcome’ tagline, Vodafone has taken a more confident, leadership approach relying on a friendly, likeable tone to the advertising.

April 8, 2023 18

POINT OF BUSINESS CONTINUE…

Tata DoCoMo went with an aggressive mobile Twitter campaign and also initiated a hash tag campaign named #switch2TataDoCoMo, which it inserted into all its tweets on MNP. A typical tweet by the company read, “If your looking to switch then ensure its to a #3G ready network, who believes in cool offers..

April 8, 2023 19

Advice on Mobile Advertising

1.Target Competitive Network a. Plain Targeting: Push your

campaigns to attract customers from other networks to migrate to your network. Create awareness about your attractive tariff plans

b. Survey: Understand what it would take to attract a specific category of users. Get to know what they don’t like about their network and customize a plan, which migrates them to your network

April 8, 2023 20

CONTINUE…….

c. Incentive Buying: Push discount coupons, instant gratification, additional memberships and tell them about your loyalty programs for quick registrations / enquiries to migrate to your network. If somebody registers then announce the same through their facebook page by linking online registration forms to social networks

d. Handset targeting: Intercept all the 3G enabled phones in other networks and inform them about your offers to increase migration to your own network

April 8, 2023 21

CONTINUE…….

2. Leverage your own network a. Refer a friend: Request your own

subscribers to refer their friends and give instant gratification like CUG calls among all friends of the user who migrates from another network to your network

b. Feedback: Get to know the feedback on your network from your existing users. What they don’t like or like about your network. This will help the operator in improving services and get to the facts that can be used for brand communications.

April 8, 2023 22

CONTINUE…….

3. Utilize Mobile Effectively a. Calls to Action: Mobile offers a wide range

of calls to action such as Click to Call, Click to SMS, Click to Video etc.

b. Creative Banners: The creative banners available on mobile are far superior to the ones available on traditional media. Your campaign banners can be of different sizes to best suit the phone it is displayed on, can have animations on it, can be a full screen ad before an application loads etc. Ensure that you work all these options into your ad campaigns

April 8, 2023 23

Benefits

BENEFIT OF MNP IN INDIA TO USERS:• will not have to change the number .• save money by having the best plan you like.

BENEFIT OF MNP IN INDIA TO OPERATORS:• Savings in expenses for reserving a number-

series:• Less struggle for newcomers:

BENEFIT OF MNP IN INDIA TO GOVERNMENT:• More competition means more revenue• More investment in market:

April 8, 2023 24

Problems of Mobile Number Portability in India to users

The switching from one operator to another requires you to pay Rs.19

You still have to follow the same old procedure of going to a shop, getting a new SIM

It takes time for the switch to take place.

April 8, 2023 25

Problems of Mobile Number Portability in India to

operators

Technology change

More competition with other companies

Underlying network changes

April 8, 2023 26

Future aspects

The future seems to be bright for this technology in India.

According to the government statistics, about 68% of all mobile customers change their mobile phone number at least once in a year.

When Mobile Number Portability in India is complete, the number will drop significantly and only those people will change the numbers who really want to disconnect the mobile service

April 8, 2023 27

Conclusion

The MNP process is relatively new to India but holds lots of scope.

With the revolution of mobile telephony sector in India, the subscriber base has grown by leaps and bounds over the past decade.

It can also lead to lots of errors like customer dissatisfaction, misalignment between the old and new service operator, loss of revenue and negative publicity. Hence proper infrastructure needs to be in place for it starts in India. 

April 8, 2023 28

Thank You….

Query……?