uninor
TRANSCRIPT
Market entry strategy for UninorSyndicate 6 – Systems and Finance
About Telenor Group• Telenor Group - Incumbent telecommunications company in Norway, with headquarters
located at Fornebu, close to Oslo.
• An international wireless carrier with operations in Scandinavia, Eastern Europe and Asia, working predominantly under the Telenor brand.
• Currently ranked as the sixth largest mobile phone operator in the world, with more than 172 million subscribers.
• Started off in 1855 as a state-operated monopoly, named Telegrafverket as a provider of telegraph services.
• Key people :- – Jon Fredrik Baksaas (President and CEO), – Harald Norvik(Chairman)
Telenor world locations 2009
Telenor in India
• Uninor had started its mobile services on 3rd December 2009, in 8 of the 22 circles in India. Telenor has acquired a 67% equity stake in Unitech Wireless, which has the requisite government approvals and licences to provide mobile services pan-India. Uninor has rolled out its network nation-wide under brand name Uninor.
About Unitech Group • The Unitech Group is India's second largest real estate investment company, and has recently
claimed to be the largest real estate builder in the country
• Founded by Ramesh Chandra and originally formed as United Technical Consultant Private Ltd in 1972 as a soil investigation company.[They later moved into civil engineering contracts in 1974.
• The company began to focus solely on real estate in 1986, and today it is India's second-largest listed real estate firm.
• he company is based in New Delhi and ranks 1484, in Forbes Global 2000 listing of the top 2000 public companies in the world by Forbes magazine, 32nd in India
• The company Unitech Wireless was until 2009 a subsidiary of Unitech Group, holding a wireless services license for all 22 Indian telecom circles since 2008.
About Uninor
• In early 2009, Unitech Group and Telenor agreed on a majority take-over by Telenor of Unitech's wireless business, including Unitech Wireless' national-wide mobile license.
• By March, May and November, Telenor acquired a 33%, 49% and 60% stake in Unitech Wireless, respectively.
• In September, the mobile operation changed its name to Uninor.
• On October 19 the Indian Cabinet Committee of Economic Affairs (CCEA) announced that it has approved Telenor's acquisition of up to 74% in Unitech Wireless, and the shareholder's agreement sets a 67.25% Telenor ownership in Uninor.
Uninor’s Strengths
World class IT and network
►Amongst the best voice clarity
►Quality mobile experience
►Supported by most modern systems and processes
►Backed by the largest network ever deployed
Great care, great people
►Customer first in every interaction
►Belief in a strong customer care as the core of business
►Attracting the best in the league talent
Product designed for you
►Product designed to get more from every opportunity
►Products based on users Needs and ambitions
►Plans are simple and offer incomparable value
Uninor’s key market entry strategies
Uninor’s Strategy
Innovative advertisements and promotions
Focusing on a major chunk of the market
Hub-based geographical divisions
Deputed IT systems and outsourced networks
Focusing initially on2G services
Innovative pricing plans and products
Innovative pricing plans and products
• Dynamic Pricing Plan– Pioneer concept, one of its kind– 24X7 changing discount plan– Upto 60% discount depending on the time and place
• Innovative plans– Talk longer at 29p/min– Call more at 29p/min
Innovative advertisements and promotions• Hoardings with the changing discount rates along with the time for which they are
applicable
• TV and web advertisements featuring their own employees – treasuring their people the most
• Localized advertisements and different versions of the tagline ‘Ab mera number hai’
• Campaigns without famous personalities and celebrities to contain marketing costs
Focusing on a major chunk of the market • Focus on a major chunk and not the entire Indian market
• Step by step rollout instead of a national deployment
• Different plans for each operating circle
• Appealing to consumers believing in constant growth
Hub-based geographical divisions
• No centralized operating centre
• Dividing the country into 11 zones each controlled by a dedicated hub
• Controlling operating costs and maintaining a leaner and fitter organization
Deputed IT systems and outsourced networks• Tower sharing agreements for complete rollout, do not own even a single tower
• Specific operations are assigned to experts outside the organization to curtail costs
• Adopting the best practices deployed by the existing telcos
• Gradual network buildup with support from operating partners
Focusing initially on 2G services
• Did not opt for 3G spectrum as they see a lot of opportunity in the existing 2G market
• Focusing on voice as a major revenue generator
• Less debt compared to other 3G bidding operators, having a good chance to break even before the competitors
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