1

HISTORY OF PRODUCT

Early mobile radios

Radio communication systems faded into use over a period. By the 1920's,
police forces in the USA were experimenting with two-way radios in patrol
cars. Radios connected directly to the telephone network came rather later.

After the Second World War, a few radio telephones

were fitted into the cars of the rich and important in
several countries.

These units worked by connecting to one or more

base stations, and were half-duplex (meaning that although the transmit and
receive frequencies were different, you could either talk or listen, not both at
once).

The transmitters had output powers of 20 or more watts, and the areas they
worked in were restricted to the range of their signal.

Because of the wide channel spacing and high powers used, combined with
the limited range of frequencies available, there was only capacity for a few
thousand radio telephones across the country.

As with early fixed phones, calls had to be connected by an operator, and it

was some years before automatic exchanges were widely introduced, though
the first automatic mobile system went live in Sweden in 1956.

Proper telephones

In 1964 the Bell System introduced the American Improved Mobile Telephone
Service (IMTS). It was a full-duplex system – you didn't have to press a button
to talk. Speech went to and fro just like a normal telephone. It offered direct
dialing, automatic channel selection and reduced bandwidth to 25-30 kHz.

2
This was a major step forward, but before wider use of mobile phones could
be possible, some way of re-using frequencies had to be developed: this had
been designed by Bell Laboratories in the USA in 1947, but was not fully
implemented for another 20 years or so.

TACS

To allow increased subscriber numbers, lower power transmitters and

efficient use of frequencies, a new mobile phone system called Total Access
Control System (TACS) was introduced in the UK in the early 1980's.

TACS allows direct dialing in and out, and has the mobile phones connected
to smaller, lower-powered base stations arranged in a cellular pattern, so that
although adjacent cells don't use the same frequencies, cells further away can
do so. This idea was a product of Bell Laboratories in the 1970's. Think of a
patchwork quilt, where the same color can't be used for two adjacent patches,
and you have the idea of how it is designed.

This cellular system is used for most of the modern mobile phone systems,
even some satellite-based ones

New services

As price competition forces margins down, the mobile networks are moving
to offer additional services to increase revenue and customer commitment.
Internet access, information by SMS and WAP . Just arriving are mobile
videophones, built in PDAs and email clients, and probably much more than
that.

Mobile phones are evolving fast. Today's latest handset model is new for just
a few weeks, and obsolete in a few months. The network technologies used
are moving on as fast.

3
 MOBILE COMMUNICATION SYSTEMS

HISTORICAL BACKGROUND

1921 -
Detroit Michigan Police Dept. made the earliest significant use of
Mobile radio in a vehicle in the United States. The system operated at a
frequency close to 2 MHz. The channels soon became overcrowded.
1940 -
New frequencies between 30 and 40 MHz were made available.
Increasing the available channels encouraged a substantial buildup of
police systems. Shortly thereafter other users found a need for this
form of communication. Private individuals, companies, and public
agencies purchased and operated their own mobile units.
1945 -
First public mobile telephone system in the U.S. was inaugurated in St.
Louis, Missouri with three channels at 150 MHz. Six channels spaced
60 kHz apart were allocated for this service by the FCC, but the mobile
equipment was not sophisticated enough to prevent interference.

4
1947 -
A Public mobile system using frequencies in the 35 to 44 MHz band
began operations along the highway between New York and Boston.
These frequencies were thought to carry greater distances however a
problem with skip-distance propagation carried interfering
conversations for long distances. These early mobile telephone systems
used push-to-talk operation.
1949 -
FCC authorized separate radio channels to common carrier entities
known as "Radio Common Carriers" (ROC). These companies do not
provide public telephone service, but interconnect to the public
telephone network to provide mobile telephone services equivalent to
the wire line common carriers.
1955 -
Number of wire line channels available at 150 MHz was expanded
from 5 to 11 by the creation of new channels between the old ones
(channel spacing of 30 kHz).
1956 -
12 wire line channels were added near 450 MHz. All systems operated
in a manual mode, with each call to or from a mobile unit being
handled by a special mobile telephone operator.
1964 -
A new system (150 MHz) was developed providing automatic channel
selection for each call, eliminated the need to push-to-talk operation,
and allowed customers to do their own dialing.
1969 -
Automatic capability was extended to the 450 MHz band and the so
called "Improved Mobile Telephone System" (IMTS) became the
standard for mobile telephone service in the U.S.

5
Advanced Systems (Cellular Concept)

As early as 1947, it was realized that small cells with frequency reuse could
increase traffic capacity substantially and the basic cellular concept was
developed. However, the technology did not exist.
1953 -
AT&T proposed to the FCC a broadband mobile telephone system to
operate in the 800 MHz region.
1970 -
FCC announced a tentative allocation of 75 MHz in the 800 MHz
region and invited industry to submit proposals for achieving
communication objectives and demonstrating feasibility.
1971 -
AT&T responds with a technical report asserting feasibility by
detailing how a "cellular system" might be composed. No other
proposed systems were submitted to the FCC.
1974 -
FCC makes a firm allocation of 40 MHz for mobile telephone service
and solicited applications for developmental Systems to prove the
feasibility of so-called "Cellular Systems" but because of the beginnings
of Bell Systems divestiture proceedings, ruled that Western Electric
could not manufacture cellular terminal equipment. This was because
Western Electric makes the network equipment and the restriction
from selling both terminal and network products were to prevent
further monopolization.
1975 -
AT&T applied for authorization to operate a developmental cellular
system in Chicago.

1977 -

6
 License granted in March of 1977. Illinois Bell Telephone constructs
and operates a developmental cellular system.
1978 -
Mid 1978 the Equipment Test phase commenced. The Service Test-
phase started in late 1978. Twenty-one hundred mobile sets were
procured from three suppliers for the test and the system served over
2000 trial customers.
1981 -
FCC issues standard rules and due to the direction already taken, in
the Bell System divestiture proceedings, now rules that Western
Electric is permitted to manufacture cellular terminals as well as the
network equipment.
In the years between 1974 and 1981, AT&T Bell Labs worked with all
other cellular terminal vendors to develop their cellular phones so that
consumers would have quality products available to use on the cellular
network.

7
 DEVELOPMENTS

“The future is hard to predict, and trying is asking to be proved wrong”

Martin Cooper demonstrates the first portable cellular telephone.

The biggest and most obvious change is the rapid take-up of mobile phones.
Twelve years ago, they were only for the wealthy, and had a "yuppie" image.
Seven years ago they were still rare. Now there are more mobile phones than
households, and numbers are still growing fast.

We are approaching the time when it will be considered unusual not to have a
mobile phone. Projections suggest that the majority of voice calls will be
mobile-mobile within a few years, and fixed lines will mostly be used for data
connections. The logic is clear: why would you phone a building when you
want to speak to a person?

SMS text messaging has become the communication medium of choice for
many in their teens and twenties, despite the very high cost, and is the only
really new form of communication to have emerged in decades.

Cellular Telephony in India

8
 History of Cellular Telephony in India

1992 Telecommunication sector in India liberalized to bridge the gap

through government spending & to provide additional
resources for the nation’s telecom target. Private sector allowed
participating

1993 The telecom industry gets an annual foreign investment Rs 20.6

million

1994 License for providing cellular mobile services granted by the

government of India for the Metropolitan cites of Delhi,
Mumbai, Kolkata & Chennai. Cellular mobile service to be
duopoly (i.e. not more than two cellular mobile operators could
be licensed in each telecom circle), under a fixed license fee
regime for 10 years.

1995 19 more telecom circles get mobile licenses

1995(August) Kolkata became the first metro to have a cellular network

1997 Telecom Regulatory Authority of India is set up

1998 Annual foreign investment in telecom stands at Rs 17,756.4

million.

1999 FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7
million

1999 Tariff rebalancing exercise gets initiated

1999(March) National Telecom Policy is announced.

2000(June) FDI inflow drops further down to Rs 918 million coming

2000 (January) Amendment of TRAI Act.

9
10
 HISTORY OF THE COMPANY

Airtel comes to you from Bharti Cellular Ltd – a part of the biggest private
integrated telecom conglomerate, Bharti Enterprise. Bharti provides a range of
telecom services which include Cellular, Basic, and Internet and recently
introduce National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first comp-any
to export its products to U.S.A. Bharti is the leading cellular service provider
with a foot print in 18 states covering all 4 metros and more than 8 million
satisfied customers.

11
"As we spread wings to expand our capabilities and explore new horizons,
the fundamental focus remains unchanged: seek out the best technology in
the world and put it at the service of our ultimate user: our customer."

Sunil Bharti Mittal (Chairman and Group Managing Director)

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services. Its subsidiaries operate telecom
services across India. Bharti Tele-Ventures is India's leading private sector
provider of telecommunications services based on a strong customer base
consisting of approximately 11.05 million total customers which constitute,
approximately 10.24 million mobile and approximately 815,000 fixed line
customers, as of January 31, 2005.

In the present challenging telecom scenario, Bharti tele-venture is one of the

few telecom companies which are listed on the capital markets in India. The
company has made a mark for itself through good corporate governance
practices, a superior management team and strong relationship with stake
holders and partners.

12
Business Strategy

Bharti Tele-Ventures' strategic objective is

“to capitalise on the growth opportunities that the Company believes are
available in the Indian telecommunications market and consolidate its
position to be the leading integrated telecommunications services provider in
key markets in India, with a focus on providing mobile services”.

The Company has developed the following strategies to achieve its

strategic objective:

 Focus on maximising revenues and margins;

 Capture maximum telecommunications revenue potential with

minimum geographical coverage;

 Offer multiple telecommunications services to provide customers with

a "one-stop shop" solution;

 Position itself to tap data transmission opportunities and offer

advanced mobile data services;

 Focus on satisfying and retaining customers by ensuring high level of

customer satisfaction;

 Leverage strengths of its strategic and financial partners; and

 Emphasise on human resource development to achieve operational

efficiencies.

13
Businesses

Bharti Tele-Ventures current businesses include -

 Mobile services

 Fixed-line

 National and international long distance services

 VSAT, Internet services and network solutions

Competitive Strengths

Bharti Tele-Ventures believes that the following elements will contribute to

the Company's success as an integrated telecommunication services provider
in India and will provide the Company with a solid foundation to execute its
business strategy:

 Nationwide Footprint - As of January 31, 2005, approximately 99% of

India's total mobile subscribers resided in the Company's twenty one
mobile circles. These 21 circles collectively accounted for
approximately 56% of India's land mass;

 Focus on telecommunications to enable the Company to better

anticipate industry trends and capitalise on new telecommunications-
related business opportunities;

 The strong brand name recognition and a reputation for offering high
quality service to its customers;

 Quality management team with vision and proven execution skills;

and

 The Company's strong relationships with international strategic and

financial investors such as SingTel, Warburg Pincus, International
Finance Corporation, Asian Infrastructure Fund Group and New York
Life Insurance.

14
The key demographics of Bharti Tele-Ventures' mobile circles are set
forth below.

Bharti as % of
All Bharti
All India
India Circles

22 16 73%
Number of circles

Area of the circles (in '000 sq km)(1) 3,278 1,848 56%

Population in the licensed areas (in

1,027 593 58%
Mn)(2)

Market Mobile subscribers in the 38.65 38.31 99%

licensed areas (in Mn) (3)

Market DELs in the licensed area (in 37.7 30.7 81%

Mn) (4)

Number of vehicles in the licensed 36,132 29,025 80%

areas (in '000s) (5)

15
(1) Area estimates are from National Census, 2001.

(2) Population estimates for all the circles other than the metropolitan areas
are as per National Census, 2001 and are as of March 1, 2001. Population
estimates for the Uttar Pradesh (West) circle is 37% of the total population of
the state of Uttar Pradesh.

(3) Based on data released by the COAI on the total number of mobile
subscribers in the circles as of January 31, 2005.

(4) DELs as on March 31, 2002. Based on data released in Parliament

questions and Government statistics as per The Financial Express dated
June 10,2002.

(5) Vehicles comprise four wheeler and two wheeler non-commercial

vehicles and are derived from data released by the Motor Transport
Statistics of India as of March 31, 1997 in its most recent report.

Highlights of our history, collaborations and achievements are given

below.

1995  Bharti Tele-Ventures Limited incorporated on July

7, 1995

 Bharti Cellular launched mobile services ‘AirTel’ in

Delhi

1996  Bharti Telenet launched mobile services in

Himachal Pradesh

 Bharti Telenet obtained a license for providing fixed-

line services in Madhya Pradesh circle
1997
 Bharti Telecom formed a joint venture, Bharti BT , for

16
 providing VSAT services.

1998  Bharti Telecom formed a joint venture, Bharti BT

Internet for providing Internet services

 First Indian private fixed-line services launched in

Indore in the Madhya Pradesh circle on June 4, 1998
by Bharti Telenet thereby ending fixed-line services
monopoly of DoT (now BSNL)

1999  Warburg Pincus (through its investment company

Brentwood Investment Holdings Limited) acquired
equity interest in Bharti Tele-Ventures

 Bharti Tele-Ventures acquired an effective equity

interest in Bharti Mobile (formerly JT Mobiles), the
mobile services provider in Karnataka and Andhra
Pradesh circles

2000  New York Life Insurance Fund, or NYLIF, acquired

a equity interest in Bharti Cellular

 Bharti Tele-Ventures acquired an effective equity

interest in Bharti Mobinet (formerly Skycell
Communications), the mobile services provider in
Chennai

 Bharti Tele-Ventures acquired equity interest of

Telecom Italia and Bharti Telecom in Bharti Telenet
thereby making Bharti Telenet a 100% subsidiary of
Bharti Tele-Ventures

 SingTel (through its investment company Pastel

Limited) acquired STET's equity interest in Bharti

17
 Tele-Ventures

 Bharti Tele-Ventures acquired an additional

effective equity interest in Bharti Mobile resulting in
Bharti Tele-Ventures holding an effective 74%
equity interest in Bharti Mobile.

2001  Bharti Telesonic entered into a joint venture, Bharti

Aquanet, with SingTel for establishing a submarine
cable landing station at Chennai
 Bharti Tele-Ventures acquired NYLIF's equity
interest in Bharti Cellular
 Bharti Cellular acquired a 100% equity interest in
Bharti Mobitel (formerly Spice Cell ), the mobile
services provider in Kolkata
 Bharti Tele-Ventures acquired equity interest in
Bharti Cellular from British Telecom, thereby
making Bharti Cellular its 100% subsidiary

 Bharti Tele-Ventures acquired an additional equity

interest in Bharti Mobinet from Millicom
International and BellSouth International
 Punjab license restored to Bharti Mobile by the DoT
and migration to NTP- 1999 accepted

 Bharti Cellular entered into license agreements to

provide mobile services in eight new circles
following the fourth operator mobile license
bidding process

 Bharti Telenet entered into license agreements to

provide fixed-line services in the Haryana, Delhi,
Tamil Nadu and Karnataka circles

18
  Bharti Telesonic has entered into a license
agreement with DoT to provide National Long
Distance Services in India and has been the first
service provider to start service in the country.

 Bharti Aquanet, Bharti Telesonic and Bharti Cellular

have entered into license agreements with the DoT
to provide ISP services in India

2002  Bharti launched mobile services in Gujarat,

Haryana, Kerala, Madhya Pradesh circle,
Maharashtra, Mumbai, Punjab, Tamil Nadu, Uttar
Pradesh (West) circle.

 Bharti listed on the National stock Exchange,

Bombay Stock Exchange and the Delhi Stock
Exchange on February 18, 2002.

 Bharti entered into a license agreement with the

DoT to provide international long distance services
in India.

 Bharti launched fixed-line services in the Delhi,

Haryana, and Karnataka and Tamil Nadu license
areas.

 Bharti became the first private telecommunications

services provider to launch international long
distance services.

19
20
 OBJECTIVES

It is very important to set objectives before we start a project. Our objective

through this project firstly was to know what proportion of the society uses
mobile services. Then we wanted to know the composition of the people
having airtel service with regard to their gender, age, income and occupation.

Secondly, we our interest was to know how effective are medias of

information like newspapers, television, internet and magazines compared to
traditional sources of information like friends, relatives and trends.

Further our aim was to know which factors are important for a potential
buyer. Are they more cost conscious, quality conscious or both together or are
interested in more value added services. When ever we think of the
performance of the mobile service provider first thing that comes to mind is
its coverage and quality. Both have a major influence on the evaluation of the
performance of the service provider. So here we were to know how Airtel
performed on this front.

Market research tries to connect customers to marketer so we needed to

collect the suggestions people had for the company regarding the current
services and their likes and dislikes.

The reason why not more people use Airtel in Gujarat is crucial for the
company to know. Because after knowing these reasons only company can try
to improve upon and enhance its sales. Also it was very important to know
what proportion of people wants to acquire Airtel in future and what would
be their consideration. This would help to attract more customers in near
future by providing better and cost effective services.

21
22
 4 P’S OF MARKETING

Marketing mix

Product Price Place Promotion

23
(1) Core Benefits :-
It is the fundamental service that consumer is really buying.
Airtel Provides core benefits of communication to others at effective
costs. Through various new schemes & benefits.

(2) Basic Product :-

Airtel provides free talk time of certain amount in prepaid card along
with value added services i.e. a basic product.

(3) Expected Product:-

It is a set of attributed & conditions that buyers normally expect while
purchasing a product. Airtel provides S.M.S. facilities with low charges
schemes, low call charges schemes, friends & family calling schemes,
closed user group calling schemes.

(4) Augmented Product

24
 It generally exceeds customers expectations.
Airtel provides friends group scheme in which you can talk to your
friends at very low charges, low charge national calling scheme for post-
paid customers.

(5) Potential Product

In that generally, new ways of satisfying customers & distinguishment
of offer is done.

Airtel
Research and development are going on. Airtel provides intangible
service that no one can see that services but everyone can get benefit of
this service.

Product is a key element in the market offering. Marketing mix begins with
formulating an offering to meet target customers need and wants. Airtel
provides tele-communication services.

Product mix refers to the set of products that seller offers for sale.
Airtel has:

1. Prepaid cards
2. Post paid cards
3. Value added services
4. Roaming
5. Blackberry

25
Prepaid cards

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider.

FREEDOM OF SPEECH REDEFINED...

Going mobile with Airtel Prepaid is a new way of life.

COMPLETE CONTROL...
With a host of great features, also simple to use, Airtel Prepaid
makes everything that you dreamt and believed, possible.

26
Some of the many advantages that you enjoy with Airtel Pre-Paid...

Total Cost Control

Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as
much as you feel the need to! Now that's what we call complete freedom!

No Rentals
Buy an Airtel prepaid card without having to pay any rentals!

No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our
STD/ISD facility allows you to make long distance calls in India and Overseas
from your cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to
experience like never before!

Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple
steps!

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!

27
Caller Line Identification
Call Line Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to
either reject or take the call. It provides the added advantage of saving the
incoming number directly in the Handset Phone Book. So that the next time
you want to call the same person, you don't need to retype his number,
simply use your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert – all with
your Airtel prepaid card!

Short Messaging Service (SMS)

With Airtel’s Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services, you can get upto-the-minute
cricket scores, order flowers as well as send couriers or check your daily
horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off
or when you are outside the coverage area. You can listen to your messages
whenever you feel like, from anywhere in the world. Voice Mail can store up
to 75 messages, with each message of two-minute duration.

 Airtel Magic card

 Airtel Bachat pack
 Airtel Pardes card
 Airtel Friendz card

28
 Easy Charge

Recharge as you like!

New Airtel Prepaid brings to the nation a never before 'Azadi'. Giving
every Indian the right to be unconditionally, completely free! Free to
never run out of words, explore every opportunity, reach out to anyone,
anywhere and express themselves. Come discover the world of New
Airtel Prepaid. Discover freedom like never before.

 Airtel Pardes card

It is specially offered for low call charges for ISD Calls to USA, Canada, and
Europe and Gulf countries without any deposits.

29
 Airtel Super Bachat pack

It is specially designed for all the villages and less developed towns of Gujarat
providing low call charges and affordability.
It gives way to penetration of mobile services in villages.

 Airtel friendz card

The new Airtel Friendz Prepaid comes with loads of amazing features,
opening up a whole new world of excitement & fun.
It comes with the most powerful SIM card in the country - the 64K SIM, which
lets you store all the phone numbers & SMSs you will ever need.
With its Phone-2-Phone (P2P) feature you can transfer recharge to all your
friends anytime, anywhere.
You also get the advantage of wonderful features like
Friendz Chat, Friendz Text, Hot Spots and much
more...
It's the smart way to stay in touch with your friends!

Postpaid cards

Airtel postpaid connections allow you to pay your

usage on a monthly basis with variety of plans being
offered. Along with basic rental plans it also provides

30
plans for selected market segments like Senior Citizen Plan, Ladies Special
Plan, Government Official plans, Special Corporate Closed User Group Plans
at effective cost.

As an Airtel Post-paid customer enjoys the following facilities -

Easy Billing

Now enjoy the luxury of viewing details of your last 3 billing cycles and the
convenience of paying your Airtel bill online! Experience complete freedom
with Airtel!

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert – all with
your Airtel postpaid connection!

Short Messaging Service (SMS)

With Airtel's Short Messaging Service (SMS), send unlimited messages and
jokes to your friends and colleagues, anytime anywhere!

Caller Identification

Call Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to
either reject or take the call. It provides the added advantage of saving the
incoming number directly in the Handset Phone Book. So that the next time
you want to call the same person, you don't need to retype his number,
simply use your phone book.

31
Voice Mail

Voice Mail lets you receive messages even when your handset is switched off
or when you are outside the coverage area. You can listen to your messages
whenever you feel like, from anywhere in the world. Voice Mail can store up
to 75 messages, with each message of two-minute duration.

STD/ISD Facility

Now experience complete freedom like never before with Airtel! Our
STD/ISD facility allows you to make long distance calls in India and Overseas
from your cellular phone!

Roaming (National and International)

Airtel's Roaming service allows you to use your mobile phone to make or
receive calls from almost anywhere in India and abroad! Enjoy roaming
within the country as well as across international destinations!

Value added services

“Airtel believe in special offers for special people - so here's something

just for you!”

As price competition forces margin down, the mobile network are moving to
offer additional service to increase revenue and customer commitment.

The world on your fingerprints:

It’s no longer a question of just voice clarity or coverage that underlies the
best service. All the service providers have come up with their trump card in
the list of value added services which sounded a bit out of the rocks just a few
years back, such as cricket scores, movie listing, railway reservation listing,
stock market ratings and the list is just growing to attract winnable customers.

32
 Subscription Services: Amazing Contents

 News Alerts  Call Conference

 Astrology Alerts  Voice mail
 Joke Alerts  GPRS- Mobile Office
 Business News  Fax & Data
 Health Tips  WAP Portal
 Filmi Gossip  SMS to 646

33
HELLO TUNES

AIRTEL LIVE

34
Roaming Services

After all, home is just a phone call away...

Roaming [National]

Airtel’s Roaming service allows you to use your mobile phone to make or
receive calls from almost anywhere in India.

Roaming [International]

Airtel's Roaming service gives you the complete freedom to you to use your
mobile phone anywhere in India and abroad.

Roaming - GPRS - BlackBerry [International]

AirTel's GPRS Roaming service allows you to use your GPRS services to
access the internet and office mails from almost anywhere in India and abroad

Roaming [Regional]

Now enjoy regional roaming with Airtel! Have the freedom to roam within
your specific location!

Prepaid Roaming

You have the freedom to enjoy the luxury of Airtel’s roaming facility now
even with your prepaid connection!

Airtel provides highest roaming coverage in India. It is the first private

cellular service provider to provide roaming services in Jammu & Kashmir

35
currently for post paid customers. It provides roaming across 42 partner
network and over 750 cities. It has currently launched its network in Orissa
and is in process of launching in Bihar. It has currently reduced its roaming
call charges with effect from 15 Feb. In prepaid, roaming is preactivated
without any deposit.

Its international roaming enables to roam across international

destinations,in nearly 119 countries including USA, Canada, UK,etc. with 284
partner network. It is provided preactivated to prepaid customers and they
get one way international roaming while postpaid customers get two way
international roaming.

During the last World Cup Match, Airtel was the first to provide
international roaming in Pakistan for its privileged customers.

ADVANTAGES:

World wide coverage

Roaming with same number

Single bill with roaming and local usage

Payment in indian rupees

36
 BLACK BERRY

Why BlackBerry?...

... Because work doesn't stop when you're

out of the office. Things move quickly in the
business arena and if you need to make
quick, informed decisions while out of the
office, choose BlackBerry.

Thousands of business customers around

the world use BlackBerry -
a complete mobile email solution that
allows you to send and receive
email wherever you are. There's no need for
a laptop to view your emails, no need for a
fixed phone line, and no need to log-on - they're automatically 'pushed'
straight to your BlackBerry handheld.

BlackBerry integrates seamlessly with your corporate email account offering a

simple and secure way to communicate using GPRS.

37
Product Review in Times of India as on 23rd Feb, 2005

VIRTUAL CALLING CARD (VCC)

vcc can be used both by prepaid & postpaid users without any advance
STD/ISD deposits.Consumer will get a toll free access number and PIN by
email or postal mail.Once his or her account is approved afterwards he/she
can use it as a phone card.VCC provides special low call rates than its
competitors BSNL’s ITC card, Reliance card.

38
PREPAID PLANS

MRP(Rs Calling Processing Service Validity(days) Grace

) Value(Rs) Fee(Rs) tax (Rs) Period(days)

55 20 29.91 5.09 0 90
110 50 49.82 10.18 0 90
220 100 99.64 20.36 15 90
330 150 149.46 30.54 30 90
350 170 147.6 32.4 30 90
386 235 115.27 35.73 30 90
550 350 149.09 50.91 30 90
1100 850 148.19 101.81 60 90
2200 1850 146.37 203.63 120 90
3300 2850 144.56 305.44 365 90

Friendz Card

Pulse Rate 60
Price of Pack RS. 199.00
Free Airtime RS. 50.00
Incoming Calls(Rs.) FREE
LOCAL CALLS
To GSM RS. 2.25
Mobile/WLL(Rs.)
To Landline(Rs.) RS. 2.25
To Airtel(Rs.) RE. 1.00
STD (To GSM and WLL-M)
50-200km(Rs.) RS. 2.90

39
200-500km(Rs.) RS. 2.90
500+ km(Rs.) RS. 2.90
To Airtel(Rs.) RS. 2.00
STD (To landline)
50-200km(Rs.) RS. 2.90
200-500km(Rs.) RS. 2.90
500+ km(Rs.) RS. 2.90
ISD
America, Europe, RS. 15.24
Asia,Oceania & SAARC
countries(Rs.)
Gulf countries & RS. 18.24
Africa(Rs.)
Other countries(Rs.) RS. 40.00
SMS
SMS Local(Rs.) 30 PAISE
SMS National(Rs.) RS. 2.00
SMS International(Rs.) RS. 5.00
Value Added RS. 2.00
Services(Rs.)

40
NIGHT TARIFF (LOCAL 10PM - 6AM):

AIRTEL TO AIRTEL: 50 PAISE

AIRTEL TO OTHER MOBILE & LANDLINE: RE. 1.50

HOT SPOT TARIFFS:

AIRTEL TO AIRTEL: 50 PAISE

AIRTEL TO OTHER MOBILE & LANDLINE: RE. 1.50

GROUP SMS (UPTO 15 PEOPLE)

RS. 3.00 PER SMS

RS. 3.00 PER ENTRY CREATION

FRIENDZ CHAT

NIGHT TARIFF

Speak Longer to that special person. Call at lower rates at Night. from 10pm -
6 am

Airtel to Airtel Local: 50p, Airtel to Others incl. Landline (Local): Re. 1.50

HOT SPOTS

Speak at Night Tariff during the Day at select youth hangouts in the City:
1)St Xavier's College
2)Presidency College
3)Bhawanipore Gujrati Education Society
4)Jadavpur University
5)City College (South)

Airtel to Airtel Local: 50p, Airtel to Others incl. Landline (Local): Re. 1.50

41
 FRIENDZ CHAT

Introducing Closed User Group (CUG) on Prepaid -Form a Group and talk at
lower rates within the group 24 x 7. Group size Min 3 Max 5 (any Airtel Local
Prepaid No.)

50 paise Airtel to Airtel Local

GROUP SMS

Send a SMS to 15 Friendz only at Rs. 3/- (@ 20p per sms)

Rs. 3.00 per Group SMS & Rs. 3.00 per per entry creation

P2P (PHONE TO PHONE) RECHARGE

Recharge your Friendz anytome, everytime ... and earn money ... pay 2% less
everytime you buy recharge from your recharge point ...

Airtel pardes card

Pulse Rate 60 secs

Price of Pack Rs.125
Free Airtime Rs.19
Incoming Calls(Rs.) FREE
LOCAL CALLS
To GSM Rs.2.25
Mobile/WLL(Rs.)
To Landline(Rs.) Rs.2.25
To Airtel(Rs.) Re.1
STD (To GSM and WLL-M)
50-200km(Rs.) Rs.2.90
200-500km(Rs.) Rs.2.90
500+ km(Rs.) Rs.2.90

42
To Airtel(Rs.) Rs.2.00
STD (To landline)
50-200km(Rs.) Rs.3.25
200-500km(Rs.) Rs.3.25
500+ km(Rs.) Rs.3.25
ISD
America, Europe, Rs.7.99
Asia,Oceania &
SAARC countries(Rs.)
Gulf countries & Rs.12.99
Africa(Rs.)
Other countries(Rs.) Rs.16.99
SMS
SMS Local(Rs.) Re.1
SMS National(Rs.) Rs.2
SMS International(Rs.) Rs.5
Value Added Rs.3
Services(Rs.)

43
Airtel Super Bachat Card

Pulse Rate 60 secs

Price of Pack Rs.499
Free Airtime Rs.200
Incoming Calls(Rs.) FREE
LOCAL CALLS
To GSM Mobile/WLL(Rs.) Rs.0.90
To Landline(Rs.) Rs.1.20
To Airtel(Rs.) Rs.0.90
STD (To GSM and WLL-M)
50-200km(Rs.) Rs.2.00
200-500km(Rs.) Rs.2.00
500+ km(Rs.) Rs.2.00
To Airtel(Rs.) Rs.2.00
STD (To landline)
50-200km(Rs.) Rs.2.40
200-500km(Rs.) Rs.2.40
500+ km(Rs.) Rs.2.40
ISD
America, Europe, Rs. 16.99
Asia,Oceania & SAARC
countries(Rs.)
Gulf countries & Africa(Rs.) Rs. 19.99
Other countries(Rs.) Rs. 16.99
SMS
SMS Local(Rs.) Re.1
SMS National(Rs.) Rs.2
SMS International(Rs.) Rs.5
Value Added Services(Rs.) Rs.3

44
POSTPAID PLANS

45
ROAMING AND VALUE ADDED SERVICES

SERVICE NAME PREPAID POSTPAID

Monthly Rents

NationalRoaming As applicable

International Roaming As applicable

ROAMING TARIFFS
DESCRIPTION PREPAID POSTPAID
OUTGOING CALLS
Local calls / intra circle calls
to mobile phones
To mobile phones except
3.75 3.75
BSNL CellOne
To BSNL CellOne 3.94 3.94
Local/Intra-Circle to Fixed
phones
in Mumbai, Delhi, Kolkata
4.05 4.05
and Chennai
in other circles
0-50 kms 4.25 4.25
51-200 kms 4.70 4.70
201-500 kms 4.95 4.95
>500 Km 5.15 5.15
STD (Inter-circle) Calls to
mobile phones
0-50 kms 4.25 4.25
51-200 kms 4.70 4.70
201-500 kms 4.95 4.95

46
>500 Km 5.15 5.15
Std Calls(Inter-Circle) to
Fixed phones
0-50 kms 4.25 4.25
51-200 kms 4.70 4.70
201-500 kms 4.95 4.95
>500 Km 5.15 5.15
ISD calls
America, Europe, SAARC,
Asia & oceanic counries
18.69 17.69
(excluding countries in ROW
2)
Gulf & Africa 21.69 20.69
Sakhalin, Sao Tome &
Principe, Solomon Islands,
Vanuatu, Tokelau, Tuvalu
43.45 43.45
Cook Island, Diego
Garcia, Cuba, Guinea Bissau,
Nauru, Norfolk Island.
INCOMING CALLS
51-200 kms 4.70 4.70
201-500 kms 4.95 4.95
>500 Km 5.15 5.15

International Roaming Tariffs

Incoming calls in visiting As per visited

Rs.50 per min
network network

Incoming & outgoing calls in

Gujarat region

SMS National Roaming tariffs

47
SMS Local

SMS National

SMS International

48
 OTHER SERVICES

PREPAID POSTPAID
SERVICE TYPE OF
DESCRIPTION CHARGES CHARGES
NAME SERVICE
(Rs.) (Rs.)

Calling Line
Automatic
Identification
only for new Free Rs 50
Presentation
acquisitions
(CLIP)

This facility
enables the
customer hide his
no when he makes
Calling Line
Automatic a call. For this one
Identification Rs 100 per
only for new needs to
Restriction month
acquisitions 1. Get an NOC
(CLIR)
from the police
2. Written
application
3. ID Proof

Call Automatic With Call As per As per the

Conference only for new Conferencing outgoing Bill Plan
Charges acquisitions service you can call charges outgoing
hold a charges
teleconference
with 5 different
people
simultaneously. In
fact, you can set
up a conference
even when the

49
 other five are
using a landline
phone.

Call conferencing
is available only
on select
cellphones. To
find out if your
cellphone has the
facility, please
refer to your
cellphone user
manual or call our
Customer Care at
98980 12345.

With Voice Mail

you can receive
messages from
your caller when As per the
Automatic As per
your phone is Bill Plan
Voice Mail only for new outgoing
busy, your mobile outgoing
acquisitions call charges
is switched off, or charges
when you are
outside the
coverage area

Automatic
Fax and Data Rs 300 per
only for new
Charges month
acquisitions

Itemised Bill Automatic Rs 50

50
 only for new
acquisitions

Customer can
change his
existing number
Automatic
Number by giving a
only for new NA Rs 500
Change written
acquisitions
application for the
same at the nearest
airtel connect

If the customer
wants to transfer
his number to
another customer,
he needs to take
Automatic the following
Transfer of
only for new steps. NA Rs 250
Contract
acquisitions 1. Get a signed
NOC on a Rs20
stamp paper.
2. ID and Address
proof of the other
customer

Conversion
Automatic
from Post-
only for new NA NA NA
Paid to
acquisitions
Prepaid

Conversion Automatic This facilty is NA Deposit as

from Prepaid only for new available to all the per bill plan
to Postpaid acquisitions prepaid
subsribers. They

51
 can retain their
original number
and can be
migrated to any
bill plan of their
choice.

This bill is
available for those
Automatic customers who Rs 75 per
Duplicate Bill only for new have either not month for
acquisitions received thier bills lost
original bills or
have lost them.

Reactivation Automatic This facility is If deposit

only for new available to the has not been
acquisitions customer who has refunded,
deactivated his Free of Cost.
card, and wants to
reactivate his old
no. This would be
possible only if
that no. has not
been given to
anyone else and
his previous
outstandings are
clear. However if
his verification
was negative
Reactivation
would not be

52
 possible.

This facility is
available to
Automatic
SIM customers who
only for new Rs. 100 Rs 150
Replacement have either lost or
acquisitions
damaged their
SIM.

If customer fails to
make his bill
payments by the
Automatic
Late Payment due date, i.e. 24th
only for new Rs 150
Fee of every month, a
acquisitions
late fee is levied in
addition to the bill
amount due

Customer who
doesnot want to
Automatic
cancel his account,
Safe Custody only for new Rs 100
but does not want
acquisitions
to use the number
for sometime.

Premium Automatic There are certain NA

Numbers only for new numbers which
acquisitions are available to the
customers only on
the payment of a
fee.
The categories and
their charges are
attached herewith.

53
 Category Rs.
Super Gold
21000/-
Gold 11000/-
Silver 2100/-
Scared 5100/-
Platinum 25000/-

VALUE ADDED SERVICES

CHARGES
SERVICE NAME DESCRIPTION
(Rs.)

Chogadia There are seven types of time 3

periods of which four are
considered auspicious, such
as amrit (nectar), shubh

54
(luckiest), labh (benefit) and
char or chanchal (unstable)
and three are inauspicious,
viz. rog (disease), kaal (death)
and udvegh (fear). These
seven kinds of time periods
are also known as
chogadiyu'n in the Indian
society, or the seven moments
in a day. These good and bad
moments were associated
with each day, such as
Monday (amrit), Tuesday
(udvegh), Wednesday (rog),
Thursday (shubh), Friday
(labh), Saturday (kaal) and
Sunday (char).

„« This service has 6 options:

„X Chogadia for the day
„X Chogadia for the night
„X Rahukal for the day
„X Day Chogadia for a future
date
„X Night Chogadia for a
future date
„X Rahukal timings for a
future date

Keywords:

For present day information

55
 Service Keywords Shortcode
Information on day Chogadia
¡§Cho¡¨, 500
Information on night
Chogadia ¡§Chon¡¨ 500
Information on timings of
Rahukal ¡§Rahu¡¨, ¡§Rahukal¡¨
500
For future information
Information on day Chogadia
¡§Cho ddmmyy¡¨ 500
Information on day Chogadia
¡§Chon ddmmyy¡¨ 500
Information on day Rahukal
¡§Rahu ddmmyy¡¨ 500

For Example: To know the

Chogadia for today:

Send sms as Cho to 500

SMS based Subscription Daily News SMS alerts from Re.1 per day
service Aaj Tak - to activate send SMS per service
writing SUB News to 3333.

Daily Business News SMS

alerts from Business Today -
To activate snd SMS writing
SUB BIZ to 3333.

Daily Jokes SMS alerts from

India Today - to activate send

56
 sms writing SUB JOKE to
3333.

Daily Health Tips SMS alerts

from Dr. Naresh Trehan - To
activate send SMS writing
SUB HEAL to 3333.

Daily Astrology SMS Alerts

from Maa Prem Usha - To
activate send SMS writing
SUB to 3333

Daily Filmi Gossips SMS

alerts form India Today - send
SMS to 3333 writing SUB
FILM

Reach Me ( Dynamic Voice * Get the information who only retreival

Mail. Missed Call Alert, Lost called you when your phone charges
Call Alert). is out of coverage, switched
by using this service.

* In order to use this service-

Divert your call to 567 for
different situations, eg if your
phone is busy, if you are not
reachable or if phone is
switched off.
You will get the follwing
information:

57
 * A voice message if the caller
has left one for you.

* If not, then you would

receive SMS with the details
of who all have called you,
how many times they had
called along with the time at
which they had called you.

* There are no rentals for

using this services, only only
retrieval charges are
applicable.

VIRTUAL CALLING CARD

58
Payments and Charges

The subscriber shall be liable for payment of airtime and PSTN charges as
applicable from time to time. Airtime charges will be as per the prevailing
tariff plan applicable for the AirTel Magic subscription at the time of usage
of the card. The Company reserves the right to change the tariff plan
applicable at its sole discretion.
2. The actual credit/calling value as per the Company records shall be as
played on its IVRS system which shall be treated final and binding on the
subscriber. Thus, deactivation, cancellation, etc. shall be carried out on the
basis of the credit as played on the said IVR system of the Company.

3. The Value added/plus service can be availed on payment of applicable

tariff as notified from time to time. Company reserves the right to change,
alter, vary, add or withdraw any such service at its sole discretion.

4. In respect of any Service which is initially or at any stage offered free of

charge, the Company at its sole discretion may charge the subscriber after
due notice, charges for such service which shall be automatically adjusted
from the calling value of the subscriber.

5. Any increase / addition / introduction in taxes and / or levy of any

taxes, levies, duties or any other statutory charges etc. (present/future)
shall be deducted from the subscriber's account.

59
Generally it is said that the three keys to success are “location, location &
location”. So for any company place is one of the important factor. It is a
distribution channel used by a company and should be such that each and
every consumer can get product/service very easily whenever required. The
distribution channel must be strong.

Airtel has a very wide network which is spread throughout India in almost all
big and small cities and town, generally in Metro cities. Airtel is widespread
from Jammu & Kashmir to TamilNadu and also from Gujarat to Assam.

HEAD OFFICE

H-5/12 Qutub Ambience,

Nr. Qutub Minar,
Old Mehrauli Road,
New-Delhi – 30.

Bharti House,
Nr. Income Tax Office,
Ashram Road,
Ahmedabad.

It has also many branches in other cities along with numerous small
retailers & its outlets in Ahmedabad are as follows.

60
C.G Road Gopal Microlink Gurukul Cel Tel
g-1,Asarpota Complex, Opp. Shop No 20,, Heritage Plaza,
Chandan complex, Gurukul, Ahmedabad.
Swastik Char Rasta,C.G Road, 079-27493538,27495014.
Ahmedabad.
079-26444953,26440054.

Magic Air, Mili Teleservices,

El 3, Maruti Tower, Shop No 4, First Floor,
Shivranjani Char Rasta Rajtilak Plaza,
Satellite. Opp. IOC Petrol pump, Bopal
Gsm:+919898552568
Naranpura M/s Ananya Shahibaug Namaskar
Enterprise Communication
Shop No. FF-3, Parth Avenue 10, Advance Plaza, Opp.
Near Narayanpura Char Rasta, Swaminarayan Temple,
Naranpura. Shahibaug Road, O/s Delhi
Gate.
27497914/27498375. 079-25627490/25627481

Easy Services Relief Road O K Selection

7, Pratiksha Complex, Opp. Oreintal Bld., Relief
Mahalaxmi Five Road, Road.

61
Paldi. 079-22162959/22163155
919898052185
Isanpur Mobile World No.33, Shrim Cellular Services
Milan Park Soc., Nr. Jalaram A-30, Harshad Chambers,
Plaza, Opp. Vallabhnagar Soc.,
Jawahar Chok, Maninagar. Odhav Road,
079-25454223/25454283 Odhav.
Maninagar Swastik Trade Unique Communication
Link Pvt. Ltd, 48, Galaxy Complex,
1-2-3, Swagat Complex, Shelat Opp. Galaxy Cinema,
Bhuvan, Pushp Kunj, Nh8, Naroda.
Maninagar.
079-25433959,25432375
Mukti Communication Vastrapur Visheh Distributors
Syona Arcade, Shop no Pvt Ltd.
132,133, 19-20,FF, Rudra Square,
India colony char rasta, Premchand Nagar Road,
Bapunagar. Vastrapur.
0792-2816822 079-26872671,26872672

62
For a brand to be successful, it must build enduring relationships with its
different audiences. Integral to this relationship is the visual image of the
brand the consumer carries in his/her mind. The Airtel brand image is
created through the consistent application of a carefully developed visual
identity, which helps Airtel distinguish in a cluttered market. Airtel’s visual
identity helps to create instant brand recall and strengthens the relationships
that its audiences have with it.

It has with it the best brand ambassadors in all the fields:

Shahrukh khan – the King of Hearts

Kareena kapoor – the Icon of Youth

A.R.Rehman – the Mozart of East

Sachin tendulkar – the Master Blaster

R. Madhavan – the Hritik of South

Sourav Ganguly – The Royal Bengal Tiger

63
Shahrukh Khan promotes AirTel

Airtel feature A R Rahman ‘THE MOZART OF THE EAST’ for its brand
campaign

1. For the first time ever A R Rahman associates actively with any brand
everywhere in the world.
2. A R Rahman acts and composes an original score in the Airtel TV
campaign.
3. First time ever, Rahman composes five ring tones exclusively for Airtel
customers.
4. Airtel’s campaign reflects spontaneity captured in the brand statement
‘Live_____ every moment’.
5. The brand campaign projects a real life, young global look and fill
supports Airtel’s strategic road map for leadership in mobile services
across 16 states touching 600 million people.
6. A R Rahman reinforces the ’leader-innovator’ and ’Indian
international’ dimensions of Airtel Mumbai, Aug 30, 2002. Airtel
delivers another ‘first of its kind’ marketing initiative. For the first ever

64
 A R Rahman has associated himself with any brand anywhere in the
world. The ‘MOZART OF THE EAST’ OR ‘ASIAN MOZART’ as he is
often called has recently moved the world with his brilliant ‘Bombay
Dreams”.

Kareena AirTel's brand ambassador

The choice of Kareena over Karishma was an

outcome of a market research which identified the
younger sister as an “icon of the youth”, said,
Hemant Sachdev, director (marketing), AirTel.

“Our constant endeavor is to make the brand more

and more relevant to the youths and Kareena brings freshness to the brand,”
he said.

Shahrukh Khan, the other national brand ambassador for AirTel Magic,
however, remains unchanged.

AirTel Magic’s decision to put a thrust on the youth emanates from the fact
that 70 per cent of the new customers in the pre-paid category is youth.

Market sources said that AirTel has more than doubled their marketing spend
for this year vis-à-vis last year.

The figure for AirTel (in the post-paid category) and AirTel Magic is likely to
be around Rs 100 crore, factoring in the cost of building the brand in the new
circles. Typically, AirTel spends Rs 8-10 crore in each circle.

The company decided to continue with Shahrukh as his brand image

connotes “leadership”. Sachdev explained, he brings in the dimension of a
leader who is successful, highly likeable and friendly.

65
Together the duo promise to mirror the energy, optimism, hopes and
achievements of the mass market across AirTel Magic’s footprint that covers
600 million people across 16 states.

While Shahrukh and Kareena will be the national brand ambassadors,

Madhavan and Sourav Ganguly would continue to add the appropriate
regional flavour to the brand in Kolkata and Tamil Nadu, respectively.

The group’s marketing effort has reinforced with the relaunch of the AirTel
brand logo, with a new slicker, international and younger look.

Under the new brand strategy, AirTel will now become the power brand and
sub brands like Tango (for WAP services), Yutopia (for the youth) will be
withdrawn.

The group has already started promoting Magic as Airtel Magic. The idea is to
rework the brand so that it is relevant to a larger population as the brand is
now expanding to smaller cities and towns.

66
R. Madhavan as Airtel’s new brand ambassador in south

67
Schemes:

68
69
 ACCOMPLISHMENTS

Pre-4th Post-4th
1999
Licence Licence
Number of Mobile Circles 2 6 15
Number of Fixed-Line Circles 1 1 6
Population covered in our licensed area
2% 16% 58%
(%)
Area covered in our licensed areas (%) 2% 16% 56%
Wireless Coverage Area(% of Mobile
16% 38% 93%
Customers covered)

 The largest private sector integrated telecommunications services

group in India in terms of the number of customers.
 Largest Mobile footprint in India, covering 15 of the 22 licensed areas.

 Proven track record of managing growth - both organic as well as by

way of acquisitions.

70
  First and largest private telecommunications services company
offering fixed-line services in India.

 Existing foreign shareholders have acquired direct and indirect equity

interests in the Company for a total consideration exceeding US$1
billion.

 First private telecommunications company to launch long distance

services.

 First off the block to launch fixed-line services in all the four circles of
Delhi, Haryana, Karnataka and Tamil Nadu.

AWARDS

Bharti Tele-Ventures, its subsidiaries and management have received several

awards and recognitions, including:

 Bharti was recognized as one of the "Leading Lights of Telecom" in

Asia in November 2001 in the Asian edition of the "tele.com" magazine
with analytical inputs from research consultants Frost & Sullivan.

 The leading telecommunications service provider in India in a survey

of Indian companies conducted by Business World in association with
Indian Marketing Research Bureau in September 2001;

 The “Techies” award from Information Communications World, an

international business magazine, for four consecutive years (1997 to
2000) for brand excellence, network quality, customer service and
value added service in our Delhi mobile circle;

71
  Golden Peacock National Training Award – 1999 to Bharti Cellular for
our Delhi mobile operations from the Institute of Directors, a non-
profit association in India committed to improving the competitiveness
of Indian business by focusing on development of business leaders, for
the best human resources and training practices; and
 Ascent – Times of India and Sodexho Pass award in 1999 from the
Asia Pacific HRD conclave to Bharti Cellular for corporate excellence in
the category of most innovative human resource practices.
 Mr. Sunil Bharti Mittal (Chairman and Group Managing Director) was
honored as “One of the Top Entrepreneurs Worldwide" for the year
2000 and "Stars of Asia" for the year 2001 by international business
magazine, Business Week.
 Mr. Sunil Bharti Mittal was selected as the "Businessman of the year
2002" by Business India.
 Mr. Sunil Bharti Mittal was awarded the “Dataquest IT man of the year
2002”.

Mr. Akhil Gupta (Joint Managing Director) was adjudged as the Chief
Financial Officer for year 2001 for Mergers & Acquisitions activities by EIU.

Consecutively for four years 1997, 1998, 1999 and 2000, AirTel (for Bharti
Cellular Ltd. New Delhi) has been voted as the Best Cellular Service in the
country and won the coveted Techies award.

The Asia Pacific Award for the Most Innovative HR practices-2000

The Golden Peacock National Training Award for excellence in Training
practices-2000
The Golden Peacock National Quality Award-2001

72
 PRESS RELEASES:

Headline (Year 2005) Date

Bharti Tele-Ventures becomes pat positive 27-01-2005

AirTel receives unprecedented response in West Bengal Telecom circle 24-01-2005

AirTel slashes long distance rates for its mobile customers 20-01-2005

Bharti commences the second phase of expansion of its

19-01-2005
Broadband & Telephone services

Bharti launches India’s largest GSM mobile service - AirTel - in

18-01-2005
Jharkhand

Sunil Bharti Mittal inducted to the Global GSM Association Board 18-01-2005

AirTel becomes the first GSM operator in the country to cross the 10
million- 17-01-2005
customer milestone

Bharti launches India’s largest GSM mobile service - AirTel - in Bihar 17-01-2005

Bharti set for major expansion drive 12-01-2005

73
74
 VISION AND MISSION

To make mobile communications a way of life and be

the customers' first choice

We will meet the mobile communication needs

of our customers through:

 World class network

 Error free service delivery
 Innovative products and services
 State-of-the-art distribution system

75
76
 QUESTIONNAIRE
N.B. 1. The information given by you will be used for research purpose only &
will be treated as confidential .
2. Mark () for ‘yes’ response and leave the boxes blank for ‘No’
response.

Centre : Date :
Int. Name :
Name of the Respondent :

Gender :  Male  Female

Age :
 Below 21  21-35
 36-50  50 & Above
Occupation :
 Business  Service
 Profession  Housewife
 Student  Retired
 Others
Monthly Income :
 Up to 5000  5000 – 15000
 15000 – 35000  35000 & Above

Section – I
1. Do you have a cell phone ?  Yes  No
[ If ‘Yes’ continue if ‘no’ terminate ]

2. You have  Post Paid  Pre Paid

3. Which service provider are you using currently ?
 Hutch  Airtel  Idea
 BSNL  Tata  Reliance
4. How often do you call ?
STD :  Daily ISD :  Daily
 Weekly  Weekly
 Every 15 days  Every 15 days
 Monthly  Monthly
 Occasionally  Occasionally
5. Which place do you normally call ?

77
 STD : 1. 2. 3.
4. 5. 6.
ISD : 1. 2. 3.
4. 5. 6.

6. Where do you normally call ?

STD :  L/L  Mobile
ISD :  L/L  Mobile
7. State the purpose of calling ?
STD :  Personal  Occupation
ISD :  Personal  Occupation
8. How do you rate the current call charges paid for :
(i) STD Calls :
 High  Medium  Average  Low
(ii) ISD Calls :
 High  Medium  Average  Low
9. Are you satisfied with the current services used by you ?
 Highly satisfied  Satisfied
 Dissatisfied  Highly dissatisfied
10. How do you rate your service provider ?
 Poor  Fair  Good / Satisfactory
 Very good  Excellent
11. Do you face any problem with current service provider?
 Few Schemes  Network Problems
 No Voice clarity  Higher Charges for extra services
 Others
12. Do you use cellphone to make STD/ISD calls ?  Yes  No
If ‘Yes’ go to section III If ‘No’ then continue.

Section – II

1. What source do you prefer to a make STD/ISD call ?

 Home / Office landline
 STD Booth
 Net to Phone (Internet)

78
2. Reasons for Using ?
 Charges  Connectivity  Voice Quality
 Deposit (post paid)  Others

3. If there was an option of “No deposit, no processing”, then would you use
cellphone.  Yes  No
Section – III

1. What charges are you paying currently for ? (in terms of Rs.)
STD :  Below 2 ISD :  5 - 10
 2-5  10 – 20
 More than 20
2. Would you prefer the below stated charges if provided ? (in terms of Rs.)
STD – Between Rs. 1.5 – 2.5/min  Yes  No
ISD - Validity
 5.99/min (USA / Canada ) 240 days
 12.99/min ( Gulf) 240 days
 16.99/min (Rest) 240 days

3. Do you know about VCC [virtual Calling Cards] ?  Yes  No

[ If ‘Yes’ which VCC have you [ used / heard ]

4. Would you prefer to buy VCC if the above stated charges (2) are provided ?
 Yes  No
Your Phone No.

THANK YOU FOR YOUR VALUABLE TIME & SUPPORT

79
80
 ANALYSIS OF SURVEY

Airtel BSNL Hutch Idea Reliance Tata Grand Total

275 352 868 297 286 11 2089

The above diagram reveals the market share of different service

providers as per our general survey.

Among the people surveyed by us, Hutch is the leading service

provider.

While Airtel has covered only 13% of the people out of 2089 people.

81
Preference of Service Providers As Per Occupation

OCCUPATION Airtel BSNL Hutch Idea Reliance Tata Grand

Total
Agent for NSC 10 10
Business 11 110 234 77 165 597
Housewife 11 11 22 11 55
Painter 10 10
Profession 11 11 121 33 22 198
Retired 11 11
Service 165 143 284 143 55 11 809
Student 77 77 187 33 33 407
Grand Total 275 352 868 297 286 11 2089

The given diagram reveals the preference of the people from the
different occupations as per the general survey taken by us.

82
 Tata is preferred by the service people only as per the general survey done
by us.
 Reliance is more popular among the retired fellows among all the people
surveyed.
 Idea is more preferable by the housewives among all the occupations
given above.
 Hutch is used by most of all the occupants surveyed to the great extent.
 BSNL is preferred among all the occupants except agents of NSC.
 Airtel is more popular among the housewives, service people and students
surveyed by us.

83
Demand For Postpaid And Prepaid As Per Occupation

OCCUPATION Postpaid Prepaid Grand Total

Agent for NSC 10 10
Business 398 199 597
Housewife 22 33 55
Painter 10 10
Profession 121 77 198
Retired 11 11
Service 438 363 812
Student 132 275 407
Grand Total 1132 957 2089

84
 The above diagram reveals preference of post paid and prepaid cards
according to occupations observed in the general survey.

It shows following results.

 The prepaid cards are highly preferred by the people doing service and by
students as well.
 The postpaid cards are more popular in service and businesspersons.
 While students and professionals do not prefer the postpaid cards.

85
Preference of Types of Card As Per Monthly Income

Types of <5000 5000-15000 15000-35000 35000< Grand

Card Total
Postpaid 111 354 523 144 1132
Prepaid 78 240 540 99 957
Grand Total 189 594 1074 243 2089

The above diagram shows the relationship between monthly income of

people surveyed by us and their preference of prepaid and postpaid cards.

 The people having monthly income up to Rs. 5000, between Rs. 5000 to
15000 and more than Rs. 35000 prefer postpaid card in comparison of the
prepaid one.
 While the same is less preferred by the persons earn between Rs. 15000 to
35000.

86
Demand For Service Provider As Per Monthly Income

Service <5000 5000-15000 15000-35000 35000< Grand

Provider Total
Airtel 11 143 99 22 275
BSNL 33 99 198 22 352
Hutch 90 165 491 122 868
Idea 22 44 187 44 297
Reliance 33 143 77 33 286
Tata 11 11
Grand total 189 594 1074 243 2089

The above diagram reveals the preference for the service providers as
per the monthly income of the people surveyed.

 In the market share of Airtel in our general survey, a large part is occupied
by the people having the monthly income between Rs. 5000 to Rs. 15000.
 As per our general survey, the market share of BSNL is largly occupied by
the income group of Rs. 15000 to Rs. 35000.
 In the same of Hutch, a great part is covered by the people with the
monthly income of Rs. 15000 to Rs. 35000.
 In the share of Idea, the people having monhtly income between Rs. 15000
and Rs. 35000 are more than any those of any other income group.

87
 In the case of Reliance, its share of our survey is largely occupied by the
persons having income of Rs. 5000 to 15000.
 While in the case of Tata, its Share is occupied by only the people having
monthly income between Rs. 15000 to Rs. 35000.

88
Preference of Types of Card of Service Provider

SERVICE Postpaid Prepaid Grand

PROVIDER Total
Airtel 121 154 275
BSNL 176 176 352
Hutch 450 418 868
Idea 198 99 297
Reliance 187 99 286
Tata 11 11
Grand Total 1132 957 2089

The above diagram reveals preference of postpaid and prepaid cards of

different service providers.

It shows the following details.

 The postpaid cards of Hutch, Idea, BSNL and Reliance are preferable to
the prepaid cards of these companies.
 For BSNL, it can be said that both postpaid and prepaid cards are equally
preferred.

89
 In the case of Airtel, its prepaid card is preferred to the postpaid one.

Here, it can be seen that the postpaid cards are preferable to the prepaid
cards.

90
Demand For Prepaid And Postpaid Cards of Airtel

Service Provider Postpaid Prepaid Grand Total

Airtel 121 154 275

The above diagram shows the comparison of the demand for prepaid
and postpaid cards of Airtel.

It can be said that 56% of the people using the mobile services of Airtel who
were surveyed by us, prefer prepaid card of Airtel to the postpaid one of the
same company while 44% of them use postpaid card instead of prepaid card.

The demand for the prepaid card is higher than the that for postpaid card
among the people using Airtel.

91
Preference of STD Service

TRUE: YES FALSE: NO

Use Daily Weekly 15 days Monthly Occasionall Grand

y Total
TRUE 397 407 108 154 330 1396
FALSE 55 132 44 132 253 616
Grand 452 539 152 286 583 2012
Total

The given diagram shows use of mobile phones to make STD calls
according to the interval between two calls based on the general survey done
by us.
It can be said that mobile phones are used more to make STD calls by
the people who used make these calls weekly or daily among all the people
surveyed.

92
Preference of STD Service of Airtel Among The Customers

TRUE: Yes FALSE: NO

Grand
SERVICE PROVIDER TRUE FALSE
Total
Airtel 209 66 275

The above diagram shows preference of STD service provided by

Airtel among the customers of Airtel who were surveyed.

 Among the surveyed customers of Airtel, 76% prefer mobile phone to

make STD calls i.e. they use the STD service provided by Airtel.
 24% of the surveyed customers, do not prefer their mobile phones or the
STD service given by Airtel to make STD calls.

93
Preference of ISD Service

TRUE: YES FALSE: NO

Use of mobile Daily Weekl 15 days Monthl Occasionall Grand

phones y y y Total
TRUE 11 33 33 110 517 704
FALSE 33 11 33 44 319 253
Grand Total 44 44 66 154 836 1144

The given diagram shows use of mobile phones to make ISD calls as
per the interval between two calls.

 The people who used to make ISD calls occasionally, prefer mobile phone
to make these calls while the people who used to make these calls
frequently i.e. daily or weekly or once in a fortnight, do not prefer mobile
phone to make the calls.

94
As the duration between two calls increases, use of mobile phone for ISD calls
increases.

95
Preference of ISD Service Provided By Airtel

TRUE: YES FALSE: No

SERVICE PROVIDER TRUE FALSE Grand

Total
Airtel 200 75 275

The given diagram reveals the preference of ISD service provided by

Airtel among the customers of the company surveyed by us.

 73% of the total customers of Airtel viewed, prefer their mobile phone to
make Isd calls i.e. they use the ISD service of Airtel.
 Among the customers of Airtel surveyed, 27% do not use the ISD service
of Airtel.

96
Use of Mobile Phone To make STD Calls (where)

TRUE: YES FALSE: NO

TO L/L OR MOBILE OF TRUE FALSE Grand

STD Total
Both 595 231 826
L/L 341 286 627
Mobile 460 99 559
Grand Total 1396 616 2012

The above diagram shows use of mobile phone to make STD calls to
landline or to mobile phone.

 Among the people surveyed, who used to make STD calls to both the
landline and mobile phones, prefer mobile phone to do so.
 Mobile to mobile STD calls are preferable to mobile to landline STD calls.

97
Use of STD Service of Airtel To Call To Landline And Mobile Phone

SERVICE PROVIDER Both L/L Mobile Grand

Total
Airtel 121 77 77 275

The given diagram shows use of STD service of Airtel to make calls to
landline, mobile or both.

 44% of the customers of Airtel who are surveyed use the STD service of
Airtel make calls on both the landline and mobile phones.
 28% of the customers surveyed use the service of Airtel to make STD calls
to only landline from their mobile phones.
 28% of the customers use their mobile phones to make mobile to mobile
STD calls only.

98
Use of ISD Service of Airtel To Make Calls On Landline Or Mobile Phones

SERVICE PROVIDER Both L/L Mobile Grand

Total
Airtel 55 77 44 275

The above diagram shows the use of ISD service of Airtel to make calls
on landline or on mobile phones among the surveyed customers of Airtel
using their mobile phones to make ISD calls.

 44% of the surveyed customers of Airtel using their mobile phones to

make ISD calls make calls on only the landline.
 31% of the same use their mobile phones to make calls on both landline
and on the mobile phones.
 25% prefer to make calls only on the mobile phones.

99
Use of Mobile Phone For ISD Calls (where)

TO L/L OR MOBILE OF TRUE FALSE Grand

ISD Total
Both 187 44 231
L/L 352 286 638
Mobile 165 110 275
Grand Total 704 440 1144

The given diagram shows use of mobile phone to make ISD calls to
landline or to mobile phone according to the general survey done by us.

 The mobile phone is preferable to make mobile to landline ISD calls to

mobile to mobile calls as per the surveyed people who use their mobile
phones to make ISD calls.
 People who have to make ISD calls to both the services do not prefer
mobile phone to make the calls.

100
Rating of STD Charges Paid

Service Provider Low Average Medium High Grand Total

Airtel 11 121 88 55 275
BSNL 11 132 99 110 352
Hutch 154 427 254 868
Idea 110 121 33 297
Reliance 33 110 99 33 286
Tata 11 11
Grand Total 55 627 834 496 2089

The above diagram reveals the rating of the charges paid by the people
who were surveyed for STD calls at present.
 32% of 2089 people rate the current charges paid by them for STD calls as
medium.
 While only 4% of 2089 people feel that the charges for STD calls are low.
 20% of people rate the charges as high.
 32% of people said that the charges paid them at present are average.

101
Rating of STD Charges of Airtel

SERVICE Average High Low Medium Grand

PROVIDER Total
Airtel 121 55 11 88 275

The above diagram reveals the rating of STD charges of Airtel as per
the customers of Airtel observed by us.

 Among them, 44% feel that the charges are average.

 32% out of 275 people said that the charges of Airtel for STD are medium.
 20% consider the same charges as high.
 Only 4% out of 275 people feel that the charges foe STD of Airtel are low.

102
Rating of ISD Charges

Service Provider Low Average Medium High Grand Total

Airtel 66 110 275
BSNL 22 44 33 77 352
Hutch 22 88 176 231 868
Idea 88 22 33 297
Reliance 11 33 88 286
Tata 2 9 11
Grand Total 55 220 330 539 2089

The above diagram reveals the rating of the ISD charges paid at
present according to the general survey done by us.

 47% of 2089 people rate the ISD charges paid by them at present as high.
 29% of people feel that the current ISD charges are medium.
 19% of people consider the ISD charges as average.
 Only 3% of people rate the ISD charges as low.

103
Rating of ISD Charges of Airtel

SERVICE Average High Low Medium Grand

PROVIDER Total
Airtel 110 66 275

The above diagram shows the rating of ISD charges of Airtel according
to the customers of Airtel observed.

 As per the 62% out of 275 people, the charges of ISD of Airtel are high.
 38% of the customers of Airtel feel that the charges are medium.
 While nobody of the 275 people surveyed said that the ISD charges of
Airtel are average or low.

104
Rating of Service Providers

SERVICE Excellent Fair Good Poor Very Good Grand Total

PROVIDER
Airtel 33 44 165 22 11 275
BSNL 99 209 22 22 352
Hutch 309 110 350 11 88 868
Idea 20 123 121 22 11 297
Reliance 11 143 110 22 286
Tata 9 1 1 11
Grand Total 364 526 956 100 132 2089

The given diagram shows the rating of the service providers as per the
general survey.

 Hutch and BSNL can be considered as better service providers that the
other service providers as per the data of 2089 persons.

105
Satisfaction By Service Provider

SERVICE Dissatisfie Highly Highly Satisfie Grand

PROVIDER d dissatisfied satisfied d Total
Airtel 22 11 242 275
BSNL 55 11 33 253 352
Hutch 220 648 868
Idea 39 13 25 220 297
Reliance 33 2 42 209 286
Tata 1 2 8 11
Grand Total 150 28 331 1580 2089

The above diagram reveals the degree of satisfaction given by the

service provider according to the surveyed people by us.

As per the people who were surveyed, most of them are satisfied with
theire respective service provider but as shown above, Hutch is the most
satisfactory service provider according to the customers of Hutch suveyed by

106
us. The reasons of dissatisfaction with which we came across while doing the
general survey, are as under.

 Many people have to face the network problem.

 A number of people have many complaints against the billing system
provided by the service provider. The bills sent by the service provider,
are of more that than the amount which has to be there.
 They want more schemes related to SMS, discount in the rates of prepaid
cards, etc.
 Some of the customers are not satisfied with the voice quality while
calling.
 Most of all the customers feel that the amount charged for some extra
services like for knowing balance, knowing the numbers of missed calls,
etc. is very high.
 According to some of the mobile holders, the customer service of the
service provider is not at all satisfactory.

107
Rating of Airtel

SERVICE Excellent Fair Good Poor Very Good Grand Total

PROVIDER
Airtel 33 44 165 22 11 275

The above graph reveals the rating of Airtel by its customers observed by
us.
 60% among the surveyed people using the services of Airtel rate it as
good.
 16% of the customers of Airtel surveyed consider Airtel as fair service.
 12% consider it as excellent service provider.
 It is rated as poor by 8% of the Airtel customers viewed by us.
 Only 4% of 275 people said that Airtel was a very good service provider.
The problems faced by the people with whom we came across during
the research on Airtel are as under.
 Poor customer service
 Higher charges for extra services
 Few schemes

108
Preference For Sources of STD Calls Other than Mobile Phone

Source for STD calls Booth Home/ Net to Grand

office phone Total
Total 165 385 22 572

The given chart shows the preference for the sources of STD calls other
than mobile phone used by the people who do not use mobile phones to make
STD calls among the surveyed persons.
 67%of the people who do not use their mobile phones to make STD calls,
prefer the landline of the office or home.
 29% of people use telephone booths to make STD calls.
 Only 4% of the people make STD calls with help of net to phone .
The reasons given by the people for not using mobile phone for STD calls are
as under.
 Poor voice clarity
 A very long duration of connectivity
 High charges
 Network problems

109
Preference For The Sources of ISD Calls Other Than Mobile Phone

Source of ISD calls Booth Home/ Net to Grand

office phone Total
Total 66 110 242 418

The above diagram reveals preference for the sources for making ISD
calls other than mobile phone according to the people who do not use the
mobile phone to make ISD calls among the surveyed people.

 58% of the people i.e. more that a half of the people use Internet or cyber
cafes for ISD calls.
 26% of the people prefer the landline of office or home to do so.
 While 16% of people used to go to the telephone booths for making ISD
calls.
The reasons for not using mobile phones to make ISD calls are as under.
 The charges of ISD service of telephone booth or landline are very high in
comparison of those of the cyber cafes.
 Lack of clarity in voice
 Poor connectivity

110
Preference For Deposit
(no deposit, no processing)

TRUE: YES FALSE: NO

TRUE FALSE Grand Total

Total 407 467 874

The above diagram shows preference for giving deposit to the service
provider according to the people we came across not using the mobile phone
other than the local calls while doing the general survey.

As per it, preference for paying deposit is very low among the people
who do not use the mobile phone to make STD or ISD calls.

111
Preference of STD Card As Per Current Charges

TRUE: YES FALSE: NO

CHARGES OF STD FALSE TRUE Grand Total

<2 209 110 319

2 to 5 727 1043 1770
Grand Total 936 1153 2089

The above diagram reveals preference of VCC for STD calls according
to the charges paid at present by the people surveyed by us

 The people who used pay below Rs. 2 for STD calls do not prefer VCC as
per the surveyed people.
 While the people paying the charge between Rs. 2 and 5 would like to use
VCC.

112
Preference of VCC For ISD Calls

TRUE: YES FALSE: NO

Charges paid for ISD calls FALSE TRUE Grand Total

5 to 10 242 418 660
10 to 20 121 264 385
20< 55 44 99
Grand Total 418 726 1144

The above diagram shows preference for the VCC for making ISD calls as
per the current charges if ISD calls paid by the people observed by us.

 The persons who used to pay RS. 5 to Rs.10 and RS. 10 to Rs. 20 would like
to use VCC for ISD calls.
 While the popularity of VCC decreases among the people paying more
than Rs. 20.

113
Awareness of VCC

TRUE: Yes FALSE: NO

FALSE TRUE Grand

Total
Total 1199 901 2100

The given diagram shows the degree of awareness of the VCC among
the people who were surveyed by us.

 57% of people are unaware of the VCC.

It shows the high degree of unawareness of VCC.

114
Awareness of The Companies Offering VCC

BSN BSNL/ BSNL/ Relianc Reliance/ Grand

L MTNL Reliance e BSNL Total
Tota 725 11 22 132 11 901
l

The given diagram reveals the degree of awareness of the VCCs

offered by different companies as per our general survey.

Here, it can be seen that among all the companies offering VCC, BSNL is the
most popular company.

115
116
COMPETITOR'S ANALYSIS

117
With a population of around I billion growing at roughly 1.7 per cent a year,
India is potentially one of the most exciting GSM markets in the world. After
two rather difficult years, the past 12 months have seen the region's promise
beginning to come to fruition. Much of this success can be attributed to the
stabilization of the licensing and regulatory environment.

Competition in the mobile sector has already had a visible impact on prices
with calls currently costing less than 9 cents per minute. This means that
service costs have fallen by 60 per cent since the first GSM networks became
live in 1995. It also helps explain why a recent Telecom Asia survey revealed
that more than 70 per cent of Indian mobile subscribers felt that prices were
now at a reasonable level.

One of the challenges facing GSM operators in India is the diversity of the
coverage regions -from remote rural regions to some of the most densely
populated metropolitan areas in the world. India has more than 40 networks,
which cover the seven largest cities, over 600 towns and several thousand
villages. Such depth of coverage has required enormous investment from
India's operators. It is estimated that more than Rs150 billion had been
invested in India's GSM industry by mid-2000, a figure that is set to be
supplemented by a further Rs200 billion over the next five years.

The good news is that subscriber growth is beginning to look healthy. With
India's low PC penetration and high average Internet usage -at 14-20 hours a
month per user it is comparable to the US -the market for mobile data and m-
commerce looks extremely promising.

118
Market Size/Penetration:
There were 28.4m mobile subscribers in India at end-2003.

Competition:
Following market domination by GSM operator Bharti since the mid-1990s, a
change in the licensing of the mobile market - allowing CDMA WLL
operators to offer fully mobile services - has propelled Reliance to the top
spot. The new licensing regime, which came into effect in November 2003, has
also triggered a process of consolidation in the market, which is rationalizing
the number of GSM players down to a handful - from 12 at end-2003.

Analysis of Competition

Until 2003, India was a GSM-only mobile market, with 12 operators holding
licenses across 23 circles. However, the Telecom Regulatory Authority of
India's (TRAI) decision in November 2003 to adopt a single licensing regime
covering both basic (fixed-local) and mobile services has completely altered
the market's complexion. The ruling allowed basic service providers, through
migration to the new regime, to legitimately offer both local and national
mobile services over their CDMA WLL systems, in direct competition with
incumbent GSM network operators. A period of consolidation is now taking
place, with the total number of players in the market likely to number just five
or six by end-2004. CDMA operator Reliance Infocomm has also become the
largest operator in the market, with 8.7m subscribers at August 2004.

119
 AIRTEL IN GUJARAT

Mobile Market Liberalization

First network launched in January 2002

BSNL
(GSM 900)

First network launched in September 1995

Hutchison-Essar
(GSM 900 and 1800

First network launched September 1996

Idea Cellular
(GSM 900 & 1800)

First network launched September 1996

Reliance Mobile
(GSM 900 and CDMA 800)

Country Statistics Country Statistics

Q1 2003 Q2 2003 Q3 2003 Q4 2003 Q1 2004 Q2 2004

Total
Subscribers 13,000 15,149 18,306 28,440 33,690 37,730
('000)
Net New
Additions 2,520 2,149 3,157 10,134 5,250 4,040
('000)
% Growth
Quarter-on- 24.0 16.5 20.8 55.4 18.5 12.0
Quarter

120
"Mirror Mirror on the wall, who's the fairest of them all?" With so many
cellular network services in the fray, competition is expected to be tough as
the companies scramble to live up to customer expectations.

The latest annual study done by TNS Cell track reveals that cellular service
providers, Hutch and Airtel have captured top rankings in meeting customer
expectations

On the other hand, CDMA players Tata Indicom and Reliance Infocomm are
still far below in the customers' reckoning and MTNL, the traditional cellular
operator has appeared at the bottom of the heap.

The final tally for the top five performers among individual operators has
Hutch leading with a TRI*M Index of 99 in Gujarat, the next three operators
from Madhya Pradesh - Idea, Reliance Infocomm and BSNL lead with 93, 91
and 90 TRI*M scores respectively. Hutch, Mumbai figures in the fifth slot with
a TRI*M score of 84. Reliance Infocomm has done extremely well in MP
considering its way below in the overall ranking.

Interestingly, in case of the GSM service

providers (cellular), customers seem
satisfied with the 'ability to make and
receive calls in any part of the city',
however, the service providers have
fallen short in meeting customers
expectations when it comes to coverage
within buildings, in basements or in lifts.
The corporate image of the service
provider continues to be an important
aspect in driving retention and most service providers have been successful in
building a positive and favorable image among the subscribers

121
BSNL - an upcoming cellular Service provider
BSNL, the third Cellular service provider, is now operating in 18 circles.
BSNL is coming up very well in Cellular sector. BSNL has recently launched
its services in Chennai and has Gained 6.7% market share in just one-month
period.

* BSNL had acquired 2160059 subscribers as against 789694 subscribers at the

end of previous quarter. In terms of all India MarketShare, BSNL’s market
share is 17.02%.

There are estimated 6.4 million mobile phone connections across the country
is expected to increase by 4 million connection after BSNL puts the total
network in place.

122
 Hutch

Hutch is the leading cellular service provider in Gujarat with over 9 lac subscribers.

Fascel Limited provides cellular services in Gujarat under the brand name HUTCH
and is a joint venture between Hutchison Telecom, the Hinduja Group and Usha
Martin Telematics. In India, the Hutchison footprint covers ten of the most important
telecom circles. In Andhra Pradesh, Karnataka, Chennai, New Delhi, Kolkata, Gujarat
and recently launched circles of UP- East, Haryana & Rajasthan, we are known as
Hutch and in Mumbai as Orange. Hutchison group has a combined subscriber base of
over 4.5 million cellular subscribers.

Start speaking Hutch at just Rs. 99.

Starter Pack

MRP Rs. 99

FAT Rs. 9

Validity 7 days

Call Rates Rs. / min

Local Calls (Mobiles/Others) 2.25

STD Calls (Mobiles/Others) 2.64

ISD Calls - Middle East / Africa 18.24

ISD Calls - Other countries 15.24

SMS Rates Rs. / Outgoing SMS

Local 1.50

National 2.00

International 5.00

123
124
 Idea

Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group
and AT&T (through Birla AT&T Communications – Maharashtra & Gujarat
circle) and the Tata Group (through Tata Cellular - Andhra Pradesh circle) set
up cellular networks. Both the above company were amongst the first
company to commercially start operation in circles other than metros and
achieve financial closure in Indian Telecom industry.

In year 2001, company won fourth cellular license for Delhi metro circle and
in year 2002 company introduced common brand “!DEA” and changed the
name to IDEA Cellular Limited.

Since then, there has been no looking back for IDEA CellularIn 2003, the
company achieved the largest financial closure in Indian Telecom for all its
circle. In 2004, the company entered into definitive agreement to acquire
Escotel Mobile Communications (existing operator in Haryana, Kerala and
UP(W)) and Escorts Telecommunications (cellular licensee holder for UP(e),
Himachal Pradesh and Rajasthan)

The company is poised well to strengthen its leadership position in the Indian
Telecom landscape

About IDEA Cellular Ltd. –

IDEA is a leading cellular operator in the country, with a subscriber base of

over 4.8 million across the country. The latest ad campaign using SUMOs for
the first time in this category is also promoting many interesting prepaid
features such as Eco Talk, Talk India and Flexi Charge etc. IDEA Cellular now
covers around 60% of India's population and over 65% of the potential
telecom-market. IDEA has presence in 11 circles across the country.

125
Idea Cellular offers a wide range of cellular services and products. Its post-
paid and pre-paid services are supported by a variety of package plans and
value added services to suit the needs of different customers.

Idea Cellular offers a wide range of cellular services and products. Its post-
paid and pre-paid services are supported by a variety of package plans and
value added services to suit the needs of different customers.

M-coupon — Electronic discount coupons that customers can get on their

mobiles while they shop.

Voice courier — Idea subscribers can send messages in their own voice
to select GSM subscribers all across the country and to any land line or
cellular subscriber in the US and Canada at a fraction of STD and ISD
rates.

M-chat — An instant-messaging service that enables subscribers to chat

with their friends in MSN, Yahoo and ICQ from Idea mobile (using the
SMS feature). Idea's M-chat enables subscribers to chat with all the three
chat rooms, MSN, Yahoo and ISQ, without having to tag along a laptop

126
or computer with net connection.

SMS in nine vernacular languages — Hindi, Gujarati, Marathi, Bengali,

Telugu, Tamil, Malayalam, Kannada and Punjabi, in addition to English.

GPRS / MMS — Idea Delhi was the first mobile phone operator to
launch GPRS services in Delhi. It's 3G-compatible network supports
General Packet Radio Service (GPRS), which allows subscribers to access
Internet websites and information portals on Idea mobile.

Fixed WLL Cellular

Charges (in Rs.)
(M)
STD
50-200 Kms 2.99 2.99 2.99
200-500 Kms 2.99 2.99 2.99
>500 Kms 2.99 2.99 2.99
STD Pack @ Rs. 39/ 1.99 1.99 1.99

127
 Reliance

In Telecom, Reliance provides cellular and basic telephony services. It has

cellular licences for seven circles in 13 states. It also has the basic telephony
licence for Gujarat state. It has covered 36 cities in the first phase of cellular
operations and its subscriber base is at 70,000 this year. It plans to expand its
cellular coverage to over 90 cities.

What you see, is all you pay

Call India, anywhere, any time, at 12.9¢ per minute.

Calls terminating on Reliance Fixed Phones (land lines
and FWP only) will be charged an introductory rate of
9.9¢/minute. Calls to Reliance Mobiles continue to be
charged at 12.9¢ per minute.
Plus taxes and surcharges as applicable.

• No maintenance fee
• No connection fee
• No disconnection fee
• No long talk fee
• No weekly fee
• No service fee
• No Customer Service access fee
• 60 seconds pulse

Taxes, fees and surcharges will be as per the Federal, State and Local
regulations.

TATA

128
Tata Teleservices Limited (TTSL) spearheads the Tata Group's presence in the
Indian telecom sector. Incorporated in 1996, the company was the first to
launch CDMA mobile services in India with the Andhra Pradesh circle.

TTSL offers services under the brand name 'Tata Indicom' in the eight key
circles of Andhra Pradesh, Delhi, Gujarat, Karnataka, Maharashtra, Mumbai,
Tamil Nadu and Chennai, comprising 70 per cent of the telecom revenue
potential of the country

Today, the company serves 16 lakh customers in over 50 towns. With an

ambitious rollout plan both within existing circles and across new circles, Tata
Teleservices will offer world-class technology and user-friendly services to
over 1,000 cities in 19 circles by March 2005.

Areas of business
Tata Teleservices' bouquet of telephony services includes mobile services,
fixed wireless phones (FWP), public booth telephony and wireline services.
Other services include value added services like voice portal, roaming, post-
paid Internet services, 3-way conferencing, CUG, Wi-Fi Internet services and
data services.

The company also has plans to launch prepaid FWP and public phone booths,
new handsets, Push-To-Talk services (first across the world to partner with
Qualcomm for BREWChat), expand Wi-Fi across public hotspots, new voice
and data services such as Java and BREW games, picture messaging,
polyphonic ring tones and interactive applications like news, cricket and
astrology..

The only prepaid to give you unmatched value with:

 1 second pulse rate: Now you will pay only as much as you talk.

129
 Which means that if you call for 19 seconds, you pay for 19 seconds.
 100% Talktime: You can talk for the entire amount you pay for your
recharge voucher. So your Rs.300 recharge voucher means Rs. 300 of talk
time!
 Local calls for as low as 3 paise/sec.

Plan Details Rate

Local 3 paise/ sec

STD(anywhere in India) 5 paise/sec

ISD 30 paise/sec

SMS Re. 1(national)

Voice Portal 10 paise / sec

Recharge Vouchers (RCVs):

Recharge Vouchers now available in all Tata Indicom Retail Outlets at the
following price:
RCV of Rs 330.60

MRP Rs. 330.60

Service tax @10.2% Rs. 30.60

Talktime value Rs. 300.00

Validity period 30 days

RCV of Rs 110.20

MRP Rs. 110.20

130
 Service tax @10.2% Rs. 10.20

Talktime value Rs. 100.00

Validity period 7 days

Please note that usage of this voucher will modify the subscribers tariff for
local calls from 3ps/sec to 5ps/sec.

131
 Marketing Research

We are basically management student and it is the essential part of or

career to have sound knowledge in every field of management. Merely,
restricting our self to bookish knowledge will now here band us in this
competitive world. Marketing research is foundationally an experimental
field where student gain ample knowledge through practical experience.

Market research is a function which links the consumer, customer and

public to the marketer by supplying reliable, valid timely, relevant and
current information to identify and define marketing opportunity &
problems.

In our project we have restricted ourselves to market research only. It

is an investigation of marketing activities of a company that it the entire
marketing mix and should look into how far all these activities are consumer
oriented. Our product on which a project had to be undertaken was “mobile
service provider”. We chose “Air–tel” ltd, as company on which our market
research would be based on.

In our survey we have visited people from different fields especially,

our vice chancellor Mr. A.U. Patel who also has given a good response to us
and we also have visited air hostess, advocates, doctors, C.A., and our
faculties.

Really as Philip Kotler

“Marketing Research is the systematic design collection, analysis and

reporting of data and findings relevant to a specific marketing situation facing
the company.

132
Effective marketing research involves 5 steps.
2. Defining the problem
3. Develop research plan
4. Collect the information
5. Analysis of the information
6. Listing the findings

133
134
 CONCLUSION

We would finally like to conclude our project with a high feeling of

having enormous knowledge about the MARKET RESEARCH.
After analyzing the data obtained from the questionnaires and the
information collected we have arrived at following conclusion.
1. Gender does have an influence on the used of mobile since only 22% of
female respondents had a mobile and majority of them were from
working women.
2. Age does have an influence on the choice of mobile service provider as
a mode of communication since more & more businessmen & youths
want mobiles.
3. Income does not have a precise relationship with having a mobile or
not. But it has a bearing on which service provider to choose.
4. Airtel stands third in the market having 15% of market share according
to our survey in Ahmedabad.
5. In Airtel prepaid & post paid users 85% are satisfied with its services.
6. Though the company is the first to come up with new schemes and
technologies the average user of Ahmedabad is not so influenced with
the services.
7. Also, having many famous celebrities helps company to promote its
product, Airtel already has celebrities like Tendulkar, A.R.Rehman,
Kareena Kapoor, Shahrukh Khan,R Madhavan.
8. As per the general survey done by us, the market share of TATA as a
mobile service provider is the least.

Besides, the project of market research became very helpful in learning

the concepts of marketing management learnt by us like 4 P’s of
marketing, stages of product life cycle etc. Practically we also learnt how
to deal with different kinds of people while doing the survey.

135
136
 LIMITATIONS

 Though we have tried our best, it should be noted that our findings
and the suggestions made in this report are purely based on the
information provided by the respondents.

 There is a geographical constraint as our research is limited to

ahmedabad only.

 The number of questionnaire is only 2000.

 Male and female are not surveyed in equal numbers.

 There is an imbalance in number of people surveyed from different

age.

137
138
 SUGGESTION

1. Even though Air-tel launched frequent promotional schemes. People

are not fully aware about the benefits of new schemes available.
2. All the price of different schemes can not be understood by a common
man. So, Air-tel should market this schemes through sales people.
3. Airtel has been entered in maturity stage so, it should shift from
product awareness advertising to product preference advertising.
4. Airtel should come up with special outlets and should build more
intensive distribution with well-product knowledgeable
representatives.
5. Promotion of virtual calling card is also necessary for Air-tel and it
should step up towards sales promotion like – cents off, coupons,
rebates, gifts etc.
6. Air-tel should reduce the prices of mobile to landline to compete with
other competitive service providers. ‘
7. To increase the selling – Airtel has to enter into a new segment like
student level group by introducing special tariffs for them in post paid
plan.
8. Today, many customers are facing network problems with Airtel so it
should enhance its net work.
9. Airtel should convert non users by showing benefits of using Airtel
prepaid, post paid or VCC rather than basic telephones.
10. It should provide special soft skill training to its customer care
executives for providing excellent service and details of products.
11. Air-tel should provide extra service such as downloading wall papers,
logos, ring tones etc. at comparatively lower price so that more
customers can be attracted.
12. Last but not the least Airtel has to work on its quality and cost to meet
the strong competition faced by Hutch & BSNL in Gujarat.

139
140
 BIBLIOGRAPHY

 Kotler, Philip - Marketing Management

New Delhi, Thompson, 2004.
 Malhotra – Marketing Research
New Delhi, 2004.

 Broachers of Hutch, Airtel, Reliance, Tata, BSNL and Idea

141
142
 WEBOGRAPHY

www.airtelworld.com
www.bharti.com
www.bhartiteleventure.com
www.airtel.com
www.COAI-stats.htm

143