Professional Documents
Culture Documents
Jagriti
Sweta
Vijendra
Vikas
Vimal
Evolution of Telecom In
India
ILD services was
BSNL was Number portability
Independent opened to Intra-circle
established was proposed
Private regulator, competition merger
by DoT Calling Party (pending)
players were TRAI, was guidelines were
Attempted
Pays (CPP) was
allowed in established Go-ahead to established to boost
implemented
Value Added the CDMA Rural
Services technology telephony
1994 1999 2007
INDIA
• Business Solutions
Place &Price
Place
It has wide and extensive presence even in the
remotest areas
Airtel Customer Care Touch Points
Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc.
Price
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
Promotion
• Large scale print and video advertising.
• Big celebrities like SRK and Sachin are roped in to endorse the product because it
.
• In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is the
most downloaded tune in India.
• Provides innovations such as Bollywood movie premiers, music services such as
ring back tones & many more.
Recently launched promotional
activities
People & Process
People
• Total Employees 25616( Bharti Airtel
consolidated) as per Q3 08.
• Dedicate and passionate workforce.
• One of the best customer support.
• Have won 2nd Best employer award in 2004.
Process
• Process for services is very easy and
customer can avail it very easily.
• 121 is the customer support no. which can
be dialed from anywhere in India.
Physical Environment
THE FIRST MOVER
ADVANTAGE
• Electronic recharge
• Hello tunes
• Airtel Live!
• Portfolio manager
• Song catcher
• Easy music
• Black berry handsets
• M-cheques
First Mover Advantage
RURAL STRATEGIES
• Airtel follows “Match-box strategy”
• The firm expands regularly in Bihar,
piggybacking on 300 distributors and more
than 50,000 retail outlets selling Airtel
prepaid cards
• Covers over 4,00,000 villages and hopes to
expand to other 1,00,000 by 2009
AIRTEL ADVERTISEMENT
• Airtel basically uses two appeal to
connect to the users
– Emotional
– Humorous
Broad
Market
Scope Differential
Cost Leadership
Strategy
HIGH
Competitor Analysis
Best OP Margins
& Net Profit
Margins among
Peers
• World Phone
• Video Conferencing
BROADBAND
SERVICES
• VOIP - Skype, Gtalk, Yahoo Messenger
• e-Mail & Social Networking Websites
5. Threat of New Entrants
Low Because
• Huge License Fees to be paid upfront &
High gestation period
• Entry of MVNOs & WiMAX operators
• Spectrum Availability & Regulatory Issues
Previously
Low, Now
• Infrastructure Setup Cost - High High