rajiv ranjan aircel vas report
DESCRIPTION
Rajiv Ranjan Aircel Vas Report......TRANSCRIPT
“A PROJECT REPORT ON”
VALUE ADDED SERVICES PENETRATION
IN
A report submitted to Delhi Business School, New Delhi
Dissertation submitted in partial fulfillment Master of Business Administration
BY
RAJIV RANJAN
Roll No.: : DBS/W09-11/074
Batch Jan 2009-2011
Under the Guidance of
Mrs. KIRAN MALHOTRA (Faculty of Marketing)
Delhi Business SchoolB-II/M.C.I.E.,Mathura Road , New Delhi
Website-www.dbs.edu.in
1
ACKNOWLEDGMENT
I am happy to disclose the individuals who have spent their valuable time
from their busy schedule for encouraging me in the completion of the
project. I express my respect and gratitude to all of them, their fruitful
guidance, encouragement, support and supervision had given us a positive
dimension for Initiation and completion of this project successfully.
I wish to express our most sincere appreciation and deep sense of gratitude
to Mr. RAMESH BAGLA, for their inspiring guidance, encouragement and
invaluable help. Their sustained interest, patience, sound counsel and
innovative ideas have largely contributed to bring this work into its present
form. I am highly indebted to them in this regard and submit my sincere
thanks for making their guidance a pleasant experience.
I am also grateful to all those people of sales working in AIRCEL, who
directly or indirectly helped me in accomplishing this project.
2
Last but not the least I am also thankful to my faculty Mrs. Kiran Malhotra
Faculty of Marketing, in Delhi Business School, my honorable internal
project guide who has been a constant source of inspiration to me.
(RAJIV RANJAN)
4th Sem.
Delhi business School
New Delhi.
3
PREFACE
The aim of management course is not to produce readymade managers but
rather to develop a habit of thinking rationally based upon the scientific
principles of management. The post contents and theory of management
endeavors to the scientific in nature while its application and presentation in
the real business would remain a target to be developed by the individual.
The purpose of introducing the student of management to the business world
is to help the student to correlate and integrate the theory practice. The
practical training too is essential part of the management course.
4
CANDIDATE’S DECLARATION
I here by declare that the work presented in this project report entitled,
“VALUE ADDED SERVICES PENETRATION”, in partial fulfillment of
the requirements for the award of the degree of DBS in marketing
management, submitted in the department of marketing management, in
Delhi Business School,New Delhi, under the guidance of Mrs. KIRAN
MALHOTRA Faculty of Marketing, in Delhi Business School
(NewDelhi).
RAJIV RANJAN
Place
Date
5
TABLE OF CONTENTS
Title Page
No
1. Introduction…………………………………………...……6
2. Executive Summary………………………………….… …7
3. The Role of VAS……………………………………..……8
4. The future of VAS in India………………………...… …...9
5. Indian Telecommunication Industry……………...… …….14
6. About Aircel……………………………………..…… …..18
7. Latest Services provided by Aircel……………..………….21
8. Value Added Services…………………………………......22
9. VAS characteristics…………………………………......…23
10. Relationship to other services………………………......….24
11. VAS examples………………………………………….….27
12. VAS provided by Aircel………………...……………...….37
13. Product Details……………………………………………..39
6
14. The present study………………………………………..…41
15. Self Analysis…………………………………………….…42
16. Observations……………………………………………….43
17. SWOT Analysis …………………………………………...46
18. Questionnaires……………………………………….…….53
19. Sample Questionnaire Form..………………………….…..55
20. Suggestions………………………………………….……..56
21. Bibliography……………………………………………….57
7
INTRODUCTION
Mobile phones today have moved beyond their fundamental role of
communications and have graduated to become an extension of the persona
of the user. We are witnessing an era when users buy mobile phones not just
to be in touch, but to expert, Thus, there exists a vast world beyond voice
that needs to be explored and tapped and the entire cellular industry is
heading towards it to provide innovative options to their customers. Spoilt
by choice, the mobile phone subscribers are beginning to choose their
operators on the basis of the value added services they offer. ess themselves,
their attitude, feelings & interests.
Customers continuously want more from their phone. They use their cellular
phones to play games, read news headlines, surf the Internet, keep a tab on
astrology, and listen to music, make others listen to their music, or check
their bank balance. The increased importance of VAS has also made content
developers burn the midnight oil to come up with better and newer concepts
and services.
To understand that where this industry is at present and where it is headed,
8
IAMAI and IMRB International have jointly prepared the Mobile VAS
Report to focus back stage and uncover the trends in the cellular industry,
current market status, value chain, competition, market dynamics &
expected roadblocks.
This is the first publicly available study on Mobile VAS in India and the
insights provided herein can be used by both the mobile operators and the
content providers to better address the needs of their customers. A timely
and strategic action would help nurture the mobile VAS market in India.
9
EXECUTIVE SUMMARY
Need for the study
The mobile subscriber base is growing at a scorching pace in India, India is
now the 5th country in the world to have crossed the 100 million mark in
subscriber base and has in the last two months become the fastest growing
mobile market in the world.
As average revenue per user decrease from voice drops, and voice becomes
commoditized, Telcos are increasingly looking at data as an additional
revenue stream. The end users have also embraced VAS and it contributes
between 5-10% of the revenues of different Telcos. Thus Mobile VAS has
become an important element in the growth of mobile telephony in India.
Yet it is also equally true that there is little clarity on business issues and
growth seems to be driven by more by inherent market momentum than a
concentrated effort on the part of the stakeholders; differences exist even on
basic issues like definition for Mobile VAS.
Thus an understanding into the VAS space is needed to help stakeholders
give a direction to this wave of growth.
10
The Road Ahead
We believe that while the mobile VAS space is all set to grow rapidly, all
the stakeholders will have to work together and create a self-sustaining
ecosystem for this growth to sustain.
Similarly it would take a joint effort of all concerned to address the
significant roadblocks and thus unlock the true potential of Mobile VAS in
India.
The key addressable barriers would be to ensure greater rationality in
revenue sharing between Telcos & content developers; ensure copyright
protection, develop higher quality content which goes beyond Bollywood
and cricket and also to have a focused WAP strategy.
We also believe that while pure entertainment service would continue to
appeal to the younger consumers, the overall focus for Mobile VAS would
shift to utility based services like location information & mobile
transactions; as security concerns are addressed mobile transactions will also
have a good potential in India.
11
THE ROLE OF VAS
This is where the role of VAS (Value Added Services) comes into focus.
Operators are facing cutthroat competition and with the call rates in India
being one of the cheapest in the world, the margins are very low. Therefore
they are looking at VAS as the next wave for growth. It has become the
flywheel of telecom growth and a large chunk of revenue for operators is
likely to come from VAS services in the years to come. But it is not only
effort from operators which is driving the growth of VAS, there are
other factors contributing to it.
The growth of VAS in India has been helped both by macro level
environmental factors and specific market initiatives to develop this
category.
12
THE FUTURE OF VAS IN INDIA
In India, VAS will see a lot of structural changes, consolidation and
emergence of cutting edge services:
Mobile operators will lose prominence in the value chain as the
market for Content Aggregators will consolidate and with their better
bargaining power, this will ensure a revenue shift from Operators to
Aggregators in the value chain. The VAS market will reflect revenue sharing
arrangement in markets like China more closely.
In VAS content, we will see revenue from entertainment VAS come
down from the levels. End users want control and interactivity and therefore
the applications to look out for in future will be user generated content and
mCommerce. However mobile gaming will continue to grow and will
contribute a higher share to the VAS pie.
Regional content is giving a significant boost to the content market
especially in the entertainment category. Regional content is getting popular
both in voice and non- voice services. Players have anticipated the trend and
13
this is leading to regional content development. With increasing mobility
penetration into the heartland of India, significant VAS revenues will be
driven by regional content from B & C class towns.
Internet on mobile will become a more feasible option as leading
players in the internet content space especially configure their sites for
access through mobiles; this would be further strengthened by the new trend
of mobile domain being set up. Thus GPRS usage should pick up
significantly
14
INDIAN TELECOMMUNICATION INDUSTRY
The Indian telecommunications has been zooming up the growth curve at a
feverish pace, emerging as one of the key sectors responsible for India's
resurgent economic growth.
India has surpassed US to become the second largest wireless network in
the world with a subscriber base of over 300 million in April, according to
the Telecom Regulatory Authority of India (TRAI).
The year 2008 saw India achieving significant distinctions:
1 Having the world's lowest call rates 2-3 US cents
2 The fastest growth in the number of
subscribers
15.31 million in 4
months
3 The fastest sale of million mobile phones in a week
4 The world's cheapest mobile handset US$ 17.2
5 The world's most affordable color phone US$ 27.42
6 Largest sale of mobile handsets in the third quarter
15
SEGMENT-WISE GROWTH
Wireless segment has emerged as the preferred mode of telephone service by
the consumers, reflected in the rising share of mobile phone connections to
total connections.
1. The share of mobile phones has increased from 71.69 per cent at the
end of March 2006 to 87.68 per cent at the end of May 2008.
16
2. While total mobile subscriber base was 277.92 million, wire line
subscriber base was 39.05 million.
3. Consequently, overall tele-density has increased to 27.59 per cent at
the end of May 2008.
India is likely to be
second largest mobile
market in the BRIC
(Brazil, Russia, India
and China) nations,
with 560 million
mobile users
representing the next
great growth curve for
both mobile and
interactive marketing
industries, according
to a report by
eMarketers.
17
INVESTMENT
The booming domestic telecom market has been attracting accelerating
amount of investment. During April 2000 to March 2008, cumulative FDI
inflows into the Indian telecommunications sector amounted to US$ 3.84
billion, accounting for 6.81 per cent of the total FDI inflows into the
country. In fact, the surge in mobile services market is likely to see huge
amount of investment implying a mobile in the hands of every second
person in the country.
Buyed by the rapid surge in the subscriber base, huge investments are being
made into this industry by companies like
• Maxis Communications-owned mobile service provider Aircel
• Srei Group's Quippo Telecom Infrastructure Ltd (QTIL)
• The Central public sector enterprises (CPSEs) have lined up
investments for infrastructure sectors like telecom energy and power
for 2008-09.
• Vodafone Essar will invest US$ 6 billion over the next three years in a
bid to increase its mobile subscriber base from 40 million at present to
over 100 million.
18
GOVERNMENT INITIATIVES
Government has taken many proactive initiatives which have provided a
framework for the rapid growth of the telecom industry.
• Opening the industry for private sector participation.
• 100 per cent FDI is permitted in telecom equipment manufacturing
through the automatic route.
• FDI ceiling in telecom services has been raised to 74 per cent.
• Establishment of an independent regulator - the Telecom Regulatory
Authority of India (TRAI)-for the telecom sector.
• Introduction of a Unified access licensing regime for telecom services
on a pan-India basis.
19
• Implementation of New Telecom Policy (NTP'99).
• Introduction of Calling Party Pay (CPP) regime and lowering of
access deficit coupled with introduction of revenue share regime in
ADC.
• Introduction of Mobile Number Portability in a phased manner,
starting with the fourth quarter of 2008.
• Allowing service providers to share active infrastructure.
ROAD AHEAD
According to a report by Boston Consulting Group, while only one in
20 of the world's first two billion mobile subscribers live in India, as
many as one in every four of the next billion subscribers will be an
Indian.
The department of telecommunication estimates the total subscriber
base to total 500 million by 2010, out of which 80 million are
expected to be from rural areas.
The Indian telecom industry's revenue, likewise, is estimated to
increase, which according to Ernst & Young is expected to total US$
35 billion, accounting for 3.6 per cent of the total GDP of the country.
20
With such growth projection, this industry is likely to see increased
investments. In fact, total investment is projected at US$ 76.6 billion during
the eleventh plan period (2007-12). Private sector is estimated to continue its
dominant share, accounting for 67 per cent of the total projected investment
while public sector accounts for the rest.
TOP PLAYERS
Cellular services can be divided into two categories:
Global System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). The GSM sector is dominated by Aircel, Airtel,
Vodafone-Hutch, BSNL and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom.
Surprisingly, CDMA market has increased its market share up to 30%
thanks to Reliance Communication. However, across the globe, CDMA has
been losing out numbers to popular GSM technology, contrary to the
scenario in India
21
REASONS FOR GROWTH
The two major reasons that have fuelled this growth are:
2. Low tariffs,
1. Falling handset prices regularly.
PROBLEMS FACED
The bottlenecks for ' Indian Telecom Industry ' are:
Slow reform process.
Low penetration.
Service providers’ bears huge initial cost to make inroads and
achieving break-even is difficult.
Lack of infrastructure in semi-rural and rural areas, which makes it
difficult to make inroads into this market segment as service providers
have to incur a huge initial fixed cost.
Huge initial investments.
Limited spectrum availability and interconnection charges between
the private and state operators.
22
ABOUT AIRCEL
Head Office of Aircel Ltd.
International Private company
769, 5th Fl., Spencer Plz., Anna Salai, Chennai, 600002, India
()4428490849, 4428496769 fax, http://www.aircel.com
Primary SIC: Radiotelephone Communications, Primary NAICS: Cellular and Other
Wireless Telecommunications
Description: Communications: Provider of radiotelephone communications service.
LATEST SERVICES PROVIDED BY AIRCEL
Aircel brings unlimited GPRS at Rs.14
23
To attract youngsters to encash their interest in social networking sites like
Face Book Orkut etc, Aircel today announced the launch of Unlimited
Mobile Internet Recharge at Rs.14. Earlier Aircel launched Unlimited
Mobile GPRS at Rs.98 in Mumbai and in various other circles.
If GPRS connection cost is burning a hole in your pocket than one can heave
a sigh of relief as Aircel has launched cheapest unlimited GPRS connection
for Rs.14 for 3 Days and Rs.98 per month for prepaid customers.
Aircel launches free talk time offer with Nokia phone
Aircel Mumbai today launched an innovative offer wherein subscribers will
have an opportunity to get monthly FREE TALK TIME worth Rs.50 for 6
month and 100 Local & National SMS FREE every month up for 12
Months.
24
Aircel has teamed up with the world’s largest handset maker Nokia the two
have entered into a commercial partnership to provide prepaid bundled
offers to customers across the Mumbai Telecom Circle.
Aircel brings online cricket game to ENCASH IPL F ever
After the launch of Virgin Mobile’s Indian Hatke League another telecom
service provider Aircel launched the same as Indian Fantasy League(IFL) in
association with TIMES group’s.
It is a Fantasy Online Cricket game conducting along with IPL matches any
one can select players for his/her team and win prizes. Whenever your
selected players play well in real IPL, your fantasy team get points. It is
completely free and fun. The registration of teams starts from Apr 18, 2009
To May 24, 2009
25
Now send voice SMS thorough face book
Social networking sites are lucrative medium for corporate or Brand owner
to get people talking about products and generate interest. As a result India’s
fastest growing telecom operator Aircel join hands with Face Book and has
launched a Voice Message Application for Face Book users. The ‘Aircel
Voice SMS Face Book Application’ allows networking site user’s to leave
each other voice messages instead of plain text posts on the social
networking website. So no need to pay for Voice SMS sending to your
friend if they are on Face Book!
However, before you jump with joy, let me clarify it again – it’s Web
Application for web to web usage. Within 10 days, Aircel has managed to
get 190 users to sign up for voice-SMS application.
26
VALUE-ADDED SERVICES
INTRODUCTION
Value-added services (VAS) are unlike core services. They have unique
characteristics and they relate to other services in a completely different
way. They also provide benefits that core services can not.
A value-added service (VAS) is popular as a telecommunications industry
term for non-core services or, in short, all services beyond standard voice
calls and fax transmissions but, it can be used in ANY service industry (e.g.
Web 2.0) for the services providers provide for no cost to promote their
main service business. In telecommunication industry on a conceptual level,
value-added services add value to the standard service offering, spurring the
subscriber to use their phone more and allowing the operator to drive up
their ARPU. For mobile phones, while technologies
like SMS, MMS and GPRS are usually considered value-added services, a
distinction may also be made between standard (peer-to-peer) content and
premium-charged content.
Value-added services are supplied either in-house by the mobile network
operator themselves or by a third-party value-added service
27
provider (VASP), also known as a content provider (CP). VASPs typically
connect to the operator using protocols like Short message peer-to-peer
protocol (SMPP), connecting either directly to the short message service
centre (SMSC) or, increasingly, to a messaging gateway that allows the
operator to control and charge of the content better.
VALUE-ADDED SERVICE CHARACTERISTICS
All VAS share the same characteristics:
1. Not a form of basic service but rather adds value total service offering
2. Stands alone in terms of profitability and/or stimulates incremental
demand for core service(s)
3. Can sometimes stand alone operationally
4. Does not cannibalize basic service unless clearly favorable
5. Can be an add-on to basic service, and as such, may be sold at a
premium price
6. May provide operational and/or administrative synergy between or
among other services – not merely for diversification
28
Every VAS will demonstrate one or more of the above characteristics.
Furthermore, a value-added service will never stand in stark contrast to any
of the above characteristics.
VAS also has a certain time dimension associated with them. Subjectively
speaking, a value-added service today becomes a basic service when it
becomes sufficiently common place and widely deployed to no longer
provide substantive differentiation on a relative basis.
RELATIONSHIP TO OTHER SERVICES
There are two types of VAS. The first service types are those value-added
services that stand alone from an operational perspective. These types of
services need not be coupled with other services, but they can be. Many non-
voice services fall into this category. They are often provided as an optional
service along with voice services, but they could be offered and used by
themselves without the voice service. For example, SMS could be offered
and used as a service without voice calling.
The second, and arguably more numerous and important type of VAS, are
those services that do not stand-alone. Instead, this category adds value to
29
existing services. While it seems implicit in the definition of value-added,
this is an important principle that makes value-added services stand apart
from other services.
VAS EXAMPLES
There are many services that could be considered "value-added". For
discussion purposes, we will a few of these services below.
Push-to-Talk
Push-to-Talk (PTT) is a VAS because it:
Drives additional revenue to the wireless carrier, but doe not
cannibalize existing revenues
Provides differentiated service offerings
May be packaged with various other VAS such as MIM to provide
even greater value
Call Management Services
This type of service can not stand alone as a service. Instead, it adds value to
a core service by allowing the subscriber to manage incoming and/or
30
outgoing calls. For example, value-added service interactions occur when
the subscriber receives a call. Many call management services allow the
subscriber to establish when, where, and under what circumstances they may
be reached by calling parties. This provides value to the core service - voice
communications - by way of increased control and flexibility.
Depending on the specific commercial situation, this value-added service
could be offered as either a premium service (at a premium price) or be
bundled with other the core service offering. The benefit of bundling would
be to provide a differentiated core service and/or to increase the use of the
core service.
Location Sensitive Billing
This is another example of a service that can not stand-alone. Instead,
location sensitive billing (LSB) adds value to the core service by location
enabling the core service. Location sensitive billing can be used in
conjunction with post-paid, prepaid, and/or VPN based mobile
communications services to establish zones for which differentiated billing
treatment may be applied. For example, a "home zone", "work zone", and
"premium price zone" could be established to allow an operator to offer
differentiated service to its customers.
31
This is viewed as a value-added service to both the customer and the mobile
operator. The customer benefits from LSB through his ability to use the
mobile phone at preferred rates based on location. The wireless carrier
benefits from incremental revenues derived from additional usage and from
premium charge zones where there is already high demand and perhaps
overly taxed system capacity. While the issue of potential cannibalization of
existing service arises, customer behavior and studies indicate a net benefit
derived from overall increased usage and revenues.
Taken together, call management services and LSB also depict characteristic
number six, operational synergy. Call management services add value in
terms of providing the user options depending on location. For example, the
user may want to receive certain calls at the home zone, but not at work, and
perhaps receive only urgent calls when traveling or on vacation. LSB
provides the additional synergistic benefit of location based billing when the
user is in those various locations.
Mobile Data Services
This is an example of a value-added service that does stand-alone. Mobile
data services are considered value-added because they depict many of the
characteristics discussed earlier.
32
Does not cannibalize existing services
Can be offered at a premium price
Provides differentiation
Can provide synergy with basic service
Largely due to the current state of mobile communications evolution, many
non-voice services can be considered to be value-added. However, the extent
to which additional value-added services can be layered on top of mobile
data services will determine the limit of their value. For example, many non-
voice services will have even greater value through personalization. Two of
the most significant ways to personalize wireless services are through
location enabling them and making them personal profile driven.
Mobile data services are utilized to obtain information, content, and to perform
transactions. All of these activities are more meaningful if they are tailored to the
individual. Location based services add value by way of putting the data into a location
context for the user. Personal profiles further enhance the value through Personalization.
33
VALUE ADDED SERVICES PROVIDED BY
AIRCEL
Pocket Internet.
Non-stop downloads of your favorite stars' Wallpaper, latest
Polyphonic Ringtones, MP3 tones, True tones, Music Videos, Movie
videos, Themes, Movie Themes and Mobile games only on
Aircel pocket internet.
What’s more, activating this service is free and browsing the portal is
charged just @10p/10Kb. Please do check your handset compatibility
for downloads.
34
GPRS PLAN OF OUR COMPTITORS
Airtel
Unlimited
internet
(unlimited
surfing,
uploading &
downloading) in
Rs 450
Vodafone
Rs 499 monthly
rental for first
500 MB usage
and 5p / 10KB
usage charges
after that Rs 199
monthly rental
and 5p / 10KB
usage charges
Idea
Zero Rental
plan2p/KB for
WAP(wireless
application
protocol) &
Internet .
Rs. 1 Daily
Rental1 p/KB for
Internet .
Rs. 20 Daily
Rental
Unlimited
Internet
BSNL
Unlimited
internet
(unlimited
surfing,
uploading &
downloading) in
Rs 230
35
MISSED CALL ALERT
Want to know who called you when your mobile was switched off or
out of coverage area?
After subscribing to the monthly service, you will receive alerts on
your mobile for all the missed calls at no extra cost.
Subscription Charge: Rs. 15/month.
DIALER TONES
• Caller Ring Back Tone (CRBT)
• Aircel introduces Dialer Tunes! Get rid of boring tring tring and make
your callers listen to latest tunes. Dial 56500, Registration
Rs.30/month, call Rs.6/min & Rs.15/song.. Song validity is for a
period of 90 days.
36
LIVE ASTROLOGY
• Astrology service is a voice based LIVE SERVICE, where AIRCEL
customers can call at Rs. 9/min and talk to formally trained &
experienced ASTROLOGERS.
MUSIC ON CALL
• Now listen to music of your choice from the list of hit numbers
without any interruption with Aircel’s new "Music on Call".
• Just pay & use by dialing IVR 54321 @ Rs.2 / minute
Subscription pack through IVR 543213 (Toll Free) where in you can
subscribe to monthly pack @ Rs. 30 with 30 minutes free usages.
DOCTOR ON CALL
37
• ‘Doctor-on-call' provides access to quality medical advice from the
comfort of your home/ office. Gets instant advice on medical/ health
and wellness queries from a panel of doctors specializing in various
fields.
Doctor on Call service on 54887 – Rs. 9/min (60 second pulse).
VOICE STATION
• Aircel 55500 service offers you a host of never before services - from
music on your mobile to tit-bits about celebrities. All you need to do
is call 55500 from your Aircel mobile and follow the simple
instructions to enter a world of information and entertainment.
38
• Music Messaging and Ringtones
• Prayers
• Astrology Service
• News
• Sports
• Jokes
• Call rates Rs. 6/min.
MULTIMEDIA MESSAGING SERVICE
• Multimedia Messaging Service (MMS) is a store and forward
messaging service that allows mobile subscriber to exchange
multimedia messages with other mobile subscriber. With this facility
now start sending picture (images), audio & video clips with MMS.
• MMS charges at Rs.3/MMS,
SUBCRIPTION SERVICES
39
ServiceSubscriptio
n Keyword
Send
ToCharges Alerts Time
News Headline +
Breaking NewsSUB NEWS
5800
0Rs 7/week
Twice a
day
10:30
&
16:40
Cricket NEWS &
SCORESSUB CRI
5800
0Rs 7/week
Ball by
Ball
update
9:00
Jokes Alert SUB JOKES5800
0Rs 7/week
Once a
Day13:30
Astro Pack
SUB
ASTRO
<SUNSIGN
>
5800
0Rs 7/week
Once a
Day13:00
Stock Alert SUB
STOCK
5800
0
Rs 7/week Thrice a
Day
10:15
&
40
13:00
&
17:00
Though of the
Day AlertsSUB THO
5800
0Rs 7/week
Once a
Day9:30
Mehfil-E-
Timepass/
Shayari
SUB
SHAYARI
5800
0Rs 7/week
Twice A
day
13:00
&
14:55
Love Express SUB LOVE5800
0Rs 7/week
Once a
Day
11:15
&
14:00
Beauty Tips
AlertsSUB BTIP
5800
0Rs 7/week
Once a
Day13:45
Health Tips
AlertsSUB HTIP
5800
0Rs 7/week
Once a
Day17:30
Receipe Tips
AlertsSUB RTIP
5800
0Rs 7/week
Once a
Day15:20
Fun Unlimited
Alerts
SUB FUN 5800
0
Rs 7/week Once a
Day
10:00
&
41
14:45
Regional News
Alerts
SUB
RNEWS
5800
0Rs 7/week
Once a
Day14:50
Ayurvedic Tips
AlertsSUB ATIP
5800
0Rs 7/week
Once a
Day7:30
Amazing Facts
AlertsSUB AF
5800
0Rs 7/week
Once a
Day12:30
Numerlogy
Alerts
SUM NUM1
TO NUM9
5800
0Rs 7/week
Once a
Day13:45
Guru Granth
Sahib AlertsSUB GURU
5800
0Rs 7/week
Once a
Day7:00
Geeta Shloakas SUB Geeta5800
0Rs 7/week
Once a
Day6:40
Holy Bible
AlertsSUB BIBLE
5800
0Rs 7/week
Once a
Day6:40
Quran Alerts SUB QUR5800
0Rs 7/week
Once a
Day8:45
Ram Charit
Manas AlertsSUB RAM
5800
0Rs 7/week
Once a
Day8:45
42
Friendship
Messages Alerts
SUB
FRIENDS
5800
0Rs 7/week
Once a
Day14:00
Career Guru
PackSUB CG
5800
0Rs 7/week
Twice a
day
10:00
&
14:00
Fundoo Pack SUB FNP5800
0
Rs.30/
month
Twice a
day
11:00
&
16:00
Super Sports
PackSUB SSP
5800
0
Rs.30/
month
Twice a
day
10:00
&
15:00
Word-a-Day SUB WORD5800
0Rs 7/week
Once a
Day9:35
Bihar NewsSUB
NEWSBH
5800
0Rs 7/week
Once a
Day11:40
News - BengalSUB
NEWSBN
5800
0Rs 7/week
Once a
Day11:40
News - KerelaSUB
NEWSKER
5800
0Rs 7/week
Once a
Day11:40
43
News –
Kernataka
SUB
NEWSKK
5800
0Rs 7/week
Once a
Day11:40
News -
Maharashtra
SUB
NEWSMAH
5800
0Rs 7/week
Once a
Day11:40
News - NCRSUB
NEWSNCR
5800
0Rs 7/week
Once a
Day11:40
News - North
East
SUB
NEWSNE
5800
0Rs 7/week
Once a
Day11:40
News - PunjabSUB
NEWSPUN
5800
0Rs 7/week
Once a
Day11:40
News - RajasthanSUB
NEWSRAJ
5800
0Rs 7/week
Once a
Day11:40
News - TNSUB
NEWSTN
5800
0Rs 7/week
Once a
Day11:40
News - UPSUB
NEWSUP
5800
0Rs 7/week
Once a
Day11:40
News - GujratSUB
NEWSGJ
5800
0Rs 7/week
Once a
Day11:40
News - AP SUB 5800 Rs 7/week Once a 11:40
44
NEWSAP 0 Day
News - J&KSUB
NEWSJK
5800
0Rs 7/week
Once a
Day12:40
Aduilt Jokes SUB AJ5800
0Rs 7/week
Once a
Day10:00
SMS Charges: Rs.3/SMS
Voice Station
» Voice Station (Call 55500)
Aircel 55500 service offers you a host of never before services - from music on
your mobile to tit-bits about celebrities. All you need to do is call 55500 from your
Aircel mobile and follow the simple instructions to enter a world of information
and entertainment. The service recognises your voice and gives information based
45
on the command given by you.
Music Messaging and Ringtones
Browse through the rich selection of music across the various categories and
languages and listen to your favorites while on the go, also you can dedicate songs
with a personal message to any Aircel number. You can download ringtones of
these songs.
We have wide collection of music based on occasions like birthdays, valentines,
Rakhi, Diwali, Holi, New Year and song collections on Latest hits, Classic,
Romantic Hits
Prayers
Perform pooja from your Aircel mobile. Listen to an exhaustive collection of
devotional songs like Supbrapatham, Bhajans, Amman Songs, Gayathri & Gurbani.
Astrology Service
You can check your horoscope for the day, by entering your birth date. Astro info
is updated every day.
News
Get the latest news updates. Information is available across Regional, State,
National and International categories.
Calls to 55500 services will be charged at Rs.6/min. Conditions Apply.
46
Sports
Get the latest news and information about the happening in the sports world, like
live commentary, scores, schedules etc.
Jokes
Smile with us by listening to the jokes. We have exhaustive collection which will
make you burst in laughter for sure.
Call rates Rs. 6/min.
PRODUCT DETAILS
Local Rate Cutters
47
1. Rs. 19- Aircel to Aircel call charges in night (11pm to 6 am) is Rs.
0.10/min.
2. Rs. 29- All local calls charges is Rs. 0.50/min.
3. Rs. 49- All local calls charges is Rs. 0.50/min and Aircel to Aircel call
charges in night(11pm to 6 am) is Rs. 0.10/min. Aircel to Aircel call
charges in day is Rs. 0.25/min.
STD Rate Cutters
1. Rs.15- STD call rates to Bihar, Punjab and Delhi are Rs. 1/min.
2. Rs. 18- STD call rates to Maharashtra, Goa and Mumbai are Rs.
1/min.
3. Rs. 30- All STD call rates are Rs. 1/min.
ISD Rate Cutters
48
Rs.70- ISD call rates are as follow-
Malaysia & Singapore: 3.00
Saudi Arabia, Bahrain & Qatar: 7.00
Oman-8.20, Sri Lanka: 5.50
China & South Korea: 4.00
US/CAN (except Alaska, Hawaii & Guam): 2.00
US (Others): 5.00
UK (Fixed): 3.75
SMS Pack
1. Rs. 27- 300 Local and National SMS free.
2. Rs 60- 2000 Local SMS free.
3.
Minute Packs
1. Rs.11- 25 Local Aircel to Aircel minutes free.
2. Rs.31- 100 Local Aircel to Aircel minutes free.
3. Rs.45- 200 Local Aircel to Aircel minutes free.
4. Rs.55- 100 local minutes free for all network.
5. Rs.65- 65 STD minutes free.
49
6. Rs.79- 100 Local Aircel to Aircel minutes and 100 local minutes for
all networks.
THE PRESENT STUDY
Market for the Project
50
The activity has been carried out under AIRCEL. I carried out my project
within AGRA CITY of UTTAR PRADESH state where target segments are
working people and new generation boys and girls.
Significance/Needs of the Project
This project was undertaken as a part of organization learning for MBA
students to understand assigned in order to analyze the, market scenario of
AIRCEL with special reference to AGRA city. This project also helps Aircel
in taking their corporate decision. This project would also help AIRCEL to
recognize the main strength and weaknesses and would also help to increase
its customer’s base by adopting a better marketing strategy.
The findings and recommendation of the project would prove to be very
vital from the point of AIRCEL and would help them to increase their sales
and better role in their services.
Scope of the Project
Through the project work AIRCEL can take a better knowledge about
the market scenario regarding people perception and preference
towards communication sector as compared to other brands.
51
Research Methodology
In order to know the market scenario of AGRA City regarding to AIRCEL
one set of Questionnaires were administered at the canopies which were
organized at different locations.
Research Design
In order to understand the likings of the people which are the most important
to study the communication market scenario a (survey research) is carried
on.
Exploration of Document
Exploration of documents or survey of documents will be made from various
sources like Magazines and journals.
Data Collection through Questionnaire
Primary data have been collected personally from the runners and feeders
through questionnaire. The respondents have been asked to fill up the
questionnaire and more over data collection process also includes oral
interview.
52
Sampling Design & Sampling Size
The elements of research of population or universe of interest are the people
choice about the communication market scenario.
SELF ANALYSIS
1. I promoted the Value Added Services of Aircel by visiting retailers
shop with Distributor Sales Manager (DSM) at different places of
Agra.
2. Tried to understand and analyze the problems of Retailers and
Customers related to Value Added Services.
3. Educated the Retailers and Customers about Value Added
Services.
4. Sold new connections and promote the Value Added Services like
Pocket Internet, Rate Cutters and SMS packs through Canopy.
53
5. Tackled the customer’s problems related to the Pocket Internet
during canopy activity.
6. Started new outlets of aircel at different locations of Agra hence
generating revenues for the company.
7. Participated in telecalling to customers and convinced them to use
our value added services.
8. Took feedback by filling questionnaire and feedback form by
customers in Aircel stores.
OBSERVATIONS
1. The service provided by the AIRCEL related to internet which is
available in Recharge of Rs. 98 is very acceptable by customers.
54
2. Most of the GPRS users use this plan to use internet in their mobile.
3. Customers query related to Pocket Internet were that they have
problem in GPRS settings installation in their handsets.
4. Most of the customers are not able to use Internet service with their
PC or Laptop. It creates dissatisfaction to customers.
5. The disconnection of the call between callings creates a negative
impact on the customers mind; most of customers are facing this
problem.
6. Many times it happens when customer calls to Customer Care for
solving their problems the phone is not received by any executive.
7. Aircel provides STD Rate Cutter at Rs. 30 which reduces the STD
calls at Rs 1/min. But our competitor like Idea provides the STD Rate
Cutter at Rs. 54 in which reduces the STD call rate to Rs. 0.75/min.
SWOT ANALYSIS
55
Strength
• Aircel provides Low call rates like Re.1 for first minute, 60p. for next
another minute and 40p. for rest of the call duration in a continue call.
• Low rate of Rate Cutters vouchers like Rs.29 and Rs. 49.
• All the rate cutters vouchers works in UP WEST as well as in UP
EAST also where our competitors does not gives this facility.
• Free Roaming service in Delhi for first 3 months.
• 300 local and national SMS at just Rs.27 only where other
competitors provides only local SMS at this price. Moreover 2000
local SMS at just Rs. 60 only.
• Minimum Rate of Internet GPRS service at only Rs.98 (POCKET
INTERNET) for 30 days.
56
• Aircel provides voucher of Rs.14 of internet voucher for the validity
of 3 days in which the customers can access the internet in their
handsets and PC and check the service of Aircel.
• Unlimited surfing and Downloading are free with PC.
• Aircel provide unlimited calling and sms on the same network with
the recharge of Rs 225 only and also the customer’s get local calls at
50 paisa only and STD in just 1 Rupee only.
• Aircel give 100 local minutes only at Rs. 55 and can use to all
network but our other competitors give these minutes to only own
network.
• Aircel provides 65 minutes in just 65 Rs. Only.
Weakness
• Network problem in main city Agra.
• There is no network coverage in rural areas.
57
• Problem in internet speed on computer.
• Service problem like some customers complained that they already
recharged with Rs 98 and received GPRS settings but they are not
able to access internet.
Opportunity
• Indian market is too vast that we can grab this opportunity and we can
spread our services to maximum customers.
• Can cover the rural area to mature potential from that area.
• There are so many opportunities in value added services.
• If Aircel provide a proper service and speed of GPRS internet for our
customers then it will be very beneficial for our good sales.
58
• There are so many opportunities in value added services like 98 and
14.
• At this time limited numbers of people are using internet services and
we are providing this service at a very low cost in order to increase
our customer base we need to improve the quality of the service.
Threats
• Customers are facing many problems with the network and unsatisfied
with services which could lead to drawbacks of connections.
• STD rates are high. We have to reduce STD rates or reduce the rate of
STD rate cutter because other competitors like idea are providing STD
rate cutter in just Rs 54 and the STD rates is 75 paisa/min.
• Customers are facing low speed of internet service of our pocket
internet.
59
• Some customers are access the pocket internet with mobile but they
are unable to connect it with PC.
• Aircel is providing our services at very low cost which could be a
threat for us if any competitor took advantage and start giving these
services at same or low cost then we can loose our present and future
customers.
QUESTIONNAIRES
1. Which Mobile service you use?
60
Company Name In Number Percentage
Aircel 14 7%
Airtel 58 29%
Idea 42 21%
BSNL 33 16.5%
Vodafone 27 13.5%
Reliance Gsm 26 13%
Total 200 100%
2. Are you aware of our Pocket Internet?
61
Yes No
3. Are you using our Pocket Internet?
Yes No
4. Are you satisfied with the speed of our Pocket Internet?
Yes No
62
5. Are you getting information about schemes/offers given by company?
Mostly Sometimes Never
6. What is your opinion about call charge of Aircel?
63
Satisfied highly satisfied Dissatisfied
7. How do you feel about the schemes offered in Aircel?
Satisfied Highly satisfied Dissatisfied
64
8. Do you find mode of recharge easily available?
Yes No
65
9. Which features of your service provider you use most?
Voice calls Text Messages GPRS Others
10.Are you updated with latest offers & schemes by your service
provider?
Yes No
11.Are you satisfied with the amount of information provided by your
service provider?
Satisfied Highly satisfied Dissatisfied
66
12.How is the customer service of call center in terms of response time
and hold time?
Excellent Good Average Poor
13.Any improvement suggestions regarding Aircel.
67
SAMPLE QUESTIONNAIRE FORM
1. Which Mobile service you use?
Aircel Airtel Idea
Vodafone BSNL Reliance GSM
2. Are you aware of our Pocket Internet?
Yes No
3. Are you using our Pocket Internet?
Yes No
4. Are you satisfied with the speed of our Pocket Internet.
Yes No
68
5. Are you getting information about schemes/offers given by
company?
Mostly Sometimes Never
6. What is your opinion about call charge of Aircel ?
Satisfied highly satisfied Dissatisfied
7. How do you feel about the schemes offered in Aircel?
Satisfied Highly satisfied Dissatisfied
8. How do you feel about the schemes offered in Aircel?
Satisfied Highly satisfied Dissatisfied
9. Which features of your service provider you use most?
Voice calls Text Messages
69
GPRS Others
10.Are you updated with latest offers & schemes by your service
provider?
Yes No
11.Are you satisfied with the amount of information provided by your
service provider?
Satisfied Highly satisfied Dissatisfied
12.How is the customer service of call center in terms of response
time and hold time?
Excellent Good Average Poor
13.Any improvement suggestions regarding Aircel.
70
(Thank you for filling out the form)
SUGGESTIONS
1. We should cover the rural areas through better network coverage because
it has more future customers.
2. We should promote the Rs. 29 of Rate Cutter because other service
providers give local rate cutter is more than Rs.29 and call rates are
Rs.60/min.
3. We give free local Aircel to Aircel calling and SMS in Rs.225 but our
competitor gives this service in just Rs. 199, so we should give some
extra talk time with this pack.
4. Aircel is mind only Pocket Internet but we also promote other Value
Added Services like our local rate cutters.
5. Complaint should be directly registered by sending SMS to a toll free
number provided by the company.
71
BIBLIOGRAPHY
www.aircel.in
www.wikipedia.com
www.mobileindia.info
www.mobigyaan.com
www.telecomtalk.info
72
73