Professional Documents
Culture Documents
Index
Introduction to Indian Telecom Industry Introduction to Bharti Airtel Financial Analysis Marketing Analysis Porters 5 forces analysis BCG, GE Matrix Future
INTRODUCTION
INDIA
2003 Unified Access Licensing (UASL) regime was introduced Reference Interconnect order was issued
NTP-99 led to migration from highcost fixed license fee to low-cost revenue sharing regime
Department of Telecommunication (DoT) is the main body formulating laws and various regulations for the Indian telecom industry. ILD International Long Distance
Changing Demographics
Demand for VAS & Broadband services Among Youth 28 % Urban Population Rapid Urbanization Rising Income level
Source: Mckinsey Report
Technologies
CDMA Already there are big players in this segment Reliance , Tata 3G Value added services potential still to be tapped fully 2G/3G GSM Currently commands 70% of mobile subscribers in India
2G/3G
VoIP
Technology
CDMA
WIMAX
Telecom Ecosystem
Indian Telecom Industry Framework
Indian Government Bodies
Independent Bodies
Telecom Regulatory Authority of India (TRAI) Telecom Disputes Settlement and Appellate Tribunal (TDSAT)
Telecom Commission
Group on Telecom and IT (GoT-IT)
Regulatory framework
74% FDI Investment
ADC
Regulation
UASL
GROUP 7
Industry
Subscriber base- 330m Wireless penetration- 14.7% CAGR (wireless)- 68% Second Largest Telecom Market Lowest tariff charges in the world Wireless Subscribers 315.3 Mn Wireline Subscribers 38.4 Mn Teledensity 30.6 Share in Asia Pacific mobile phone market- 6.4 Mobile subscriber base growth rate- 82.2%, 42% of the population below 20 9 GSM and 5 CDMA players in 19 circles and 4 metro cities connecting 2000 towns Bharti Airtel largest player with presence in all 23 circles
Vision 2010
By 2010 Airtel will be the most admired brand in India:
Loved by more customers Targeted by top talent Benchmarked by more businesses
Vision 2020
To build India's finest business conglomerate by 2020 Supporting education of underprivileged children through Bharti Foundation Strategic Intent:
To create a conglomerate of the future by bringing about Big Transformations through Brave Actions.
Mission
We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more
Organization Structure
Company History
1995 mobile service brand in Delhi and HP and BT acquires a stake 1996-97 Formed Bharti BT VSAT Ltd 1999-2000 Acquires JT Mobiles in Karnataka, AP and Punjab 2001-02 Launches IndiaOne , 8 new licenses in the East, becomes largest operator, launches Airtel tune 2003-04 Association with Ericsson, IBM, RIM 2006-07 Forays into Sri Lanka and US, tie up with Google and Microsoft
Subsidiary Companies
Bharti Hexacom Bharti Comtel Bharti Aquanet Bharti Broadband Bharti Infratel Bharti Telemedia Bharti Airtel(UK,US,Canada, Hongkong, USA, Lanka)
Airtel- SBUs
Mobile Service across 23 circles 4676 census towns and 207327 non-census towns and villages covering 59% of population Market share- 22.9% 85mn subscribers from 25m in Jul 2006
Contd.
-Corporates
Deep domain knowledge exploitation for Banking, BFES, IT/ITES, Media, Education, Retail Integrated services for key corporate accounts
FINANCIALS
Share Capital
Rs 8,340.15 million raised through the IPO 2002 Went Public Shares in issue
1,898,101,604 as at September 30, 2008
Market Capitilization
Approx. Rs. 1,371 billion
P/E
19.98
EPS
36.16
Key Ratios
Key Ratios - Airtel Debt-Equity Ratio Long Term Debt-Equity Ratio ROCE (%) RONW (%) Mar-08 Mar-07 Mar-06 Mar-05 0.38 0.35 34.88 39.53 0.54 0.5 34.07 43.04 0.83 0.76 22.55 31.82 0.6 0.5 23.96 23.88 Mar-04 0.07 0.03 0.16 -0.27
Key Ratios - Industry Debt-Equity Ratio Long Term Debt-Equity Ratio ROCE (%) RONW (%)
2006 2005 2004 2003 0.21 0.27 0.34 0.36 0.19 0.24 0.29 0.33 10.28 8.25 8.43 3.07 10.62 10.87 6.76 0.18
GROWTH!!!!!!!!!
Subscriber Growth
Group Company wise % market share - Nov'2008 Sr, No. 1 2 3 4 5 6 7 8 9 Name of Company Bharti Airtel Vodafone Essar BSNL IDEA Aircel Reliance Telecom Spice MTNL BPL All India Total Sub Figures 8,29,20,593 5,87,64,164 4,04,87,511 3,28,09,720 1,53,75,258 95,82,695 37,05,894 38,21,277 18,82,324 24,93,49,436 % Market Share 33.25% 23.57% 16.24% 13.16% 6.17% 3.84% 1.49% 1.53% 0.75% 100.00%
20000 17,987.30
Big Margin
15000
15107.75
10621.14
10662.41
7260.54
4038.57 2997.67 27.22 Mar '04 Mar '05 Mar '06 Mar '07 Mar '08
Stock Movement
20,000.00
15,000.00
14,792.05
10,000.00 6,719.99 5,000.00 4,722.52 3,283.30 1,707.19 957.85 0.00 Bharti Airtel Reliance Comm Idea Cellular MTNL Tata Comm TataTeleservice Spice Comm
Net Profit
Company Name Bharti Airtel Reliance Comm Idea Cellular MTNL Spice Comm Tata Comm Tulip Telecom Goldstone Infra Northeast Sec TataTeleservice HFCL Infotel Last Price 722.30 249.20 53.50 74.85 36.00 495.15 501.20 17.55 12.08 20.15 7.45 Change -20.00 10.00 0.05 -1.95 3.40 2.60 67.85 -0.40 0.57 0.40 0.44 % Change -2.69 4.18 0.09 -2.54 10.43 0.53 15.66 -2.23 4.95 2.03 6.28 Net Profit (Rs. cr) 6,244.19 2,586.45 1,044.36 406.82 380.13 304.46 187.27 10.01 5.25 -125.74 -142.54
5,000.00
4,000.00
3,000.00
2,586.45
MARKETING
TARGETING
Elite Up market professionals Entrepreneur with business plans Low income mass category Youth Women and senior citizens by post paid connection
POSITIONING
Power to keep in touch Touch tomorrow Live every moment Express yourself
TIME LINE
1995: BSNL, BPL,HutchMax touch AirTel enters 2002: Reliance targets lower income group, AirTel launches Prepaid
2000:TRAI introduces revenue sharing, drop in tariffs AirTel targets new markets
2003: Incoming free, AirTel launches Express Yourself campaign to promote VAS services
TIME LINE
1995: BSNL, BPL,HutchMax touch AirTel enters 2002: Reliance targets lower income group, AirTel launches Prepaid
2000:TRAI introduces revenue sharing, drop in tariffs AirTel targets new markets
2003: Incoming free, AirTel launches Express Yourself campaign to promote VAS services
Touch tomorrow
New campaign launched to facilitate entry into new markets Started to capture mass market A new logo for Airtel- Red , black and white colors with Airtel enwrapped in an eclipse. Logo indicated core value of the brand: leadership, performance and dynamism
TIME LINE
1995: BSNL, BPL,HutchMax touch AirTel enters 2002: Reliance targets lower income group, AirTel launches Prepaid
2000:TRAI introduces revenue sharing, drop in tariffs AirTel targets new markets
2003: Incoming free, AirTel launches Express Yourself campaign to promote VAS services
TIME LINE
1995: BSNL, BPL,HutchMax touch AirTel enters 2002: Reliance targets lower income group, AirTel launches Prepaid
2000:TRAI introduces revenue sharing, drop in tariffs AirTel targets new markets
2003: Incoming free, AirTel launches Express Yourself campaign to promote VAS services
Express Yourself
In 2003, Airtel repositioned its brand with Express yourself campaign Changed its logo to give more energetic and younger look Highlight capability of Airtel s performance and network coverage Launched in regional language
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
IMC TOOLS
Advertisements Sales promotion Publicity and events
AIRTEL ADVERTISEMENT
Airtel basically uses two appeal to connect to the users
Emotional Humorous
The Ad diagnostics score helps to understand how far the Ad has been able to break the clutter
INTERNET ADVERTISING
Massive advertising through Google AdSense BidVertisers Sponsor online games at Zapak.com
SALES PROMOTION
Friendz pre-paid plan Ladies special plan Senior citizen plan
Youtopia
Special tariff plan for youth- Youtopia Reduced tariffs, access to cell phones 14-19 years of age Expand customer base (limited to the older age groups till now) Deviation from earlier positioning for older people symbolizing dignity and power Re 0.25 for 30 seconds- night!, special bidding portal, music download facilities, SMS at affordable prices
Oct 2008
Total Sub Figures 80199747 56703506 39811109 31582937 14659298 9582695 3637129 3743879 1807902 241728202 % Market Share 33.18% 23.46% 16.47% 13.07% 6.06% 3.96% 1.50% 1.55% 0.75% 100.00%
% Market Share 33.16% 23.38% 16.76% 13.00% 5.94% 3.94% 1.54% 1.57% 0.71% 100.00%
Differential Strategy
Cost Leadership
Uniqueness Competency
Porter s 5 forces
Customer Bargaining Power
Threat of Substitutes
HIGH
Competitor Analysis
Competitor Analysis
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Bharti Rcom IDEA MTNL
OP Margin Company Bharti Rcom IDEA MTNL Sep-07 43.00% 37.90% 32.80% 23.70% Sep-08 38.00% 31.60% 26.60% 22.90%
Net Margin Sep-072 26.40% 23.90% 14.10% 7.00% Sep-083 19.30% 13.20% 6.50% 6.80%
India
461
China
303
Russia
88
Despite a low teledensity of approximately 19 percent, India has the second highest minutes of usage per month. This offers huge growth opportunity to telecom companies.
The declining ARPU implies that India Inc. is tapping a large market at the bottom of the pyramid by reducing tariffs; thereby, enhancing affordability.
Market Scenario
Postpaid Vs Prepaid
Q207
Q307
Q407
Q108
Q208
Q207
Q307
Q407
Q108
Q208
4. Threat of Substitutes
Landline CDMA World Phone Video Conferencing
BROADBAND SERVICES
DIMINISHING MARKET HIGH
VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites
?
Retail Insurance
DTH & IPTV Broad Band
Cows
Dogs
Fixed Line Services
LOW
HIGH
LOW
GE Matrix Classification
Business Strength
Strong High Medium Weak
5.00
Market Attractiveness
3.67
Medium
2.33
Low
5.00
3.67
2.33
1.00
Weight
0.20 0.20 0.20 0.15 0.10 0.15
Rating (1 5)
3.5 4 4 4 4 4.5
1.0
3.975
Market share New product development Brand Image Sales force Pricing Distribution capacity Product quality R&D Performance Total
1.0
3.775
Airtel s GE Matrix
High High
Business Strengths
Low 5.00
Attractive
Airtel Mobile Enterprise
Market Attractiveness
3.67
TeleMedia
Moderate Attractive
2.33
Unattractive
3.67 2.33 1.00
Low 5.00
SWOT
SWOT
Strengths
Largest Telecom Player in India ~80Mn, 22.6% Market Leader Strong Leadership Sunil Bharti Mittal Recognized Globally Pan India Presence Strong Financials Focus on Core Activities Outsource the rest Strong Brand Image Marketing Team Strong New Business Development team
SWOT
Opportunities Bharti Infratel Cutting Down cost in Rural area Match Box Strategy Scale of Penetration Current Tele-Density 30.6 is still low among developing countries Low Broadband Penetration, Rural Telephoney Threats India centric Major revenues from India Falling ARPU & AMOU Intense Competition & Shortage of Bandwidth New Players coming in India Uncertain Economic conditions
AIRTEL STRATEGY
Airtel Strategy
MANTRA : Focus on Core Competencies and Outsource the rest!
Product Innovation
Pricing
Core Competencies
VAS
Strategy
Partner with leading players in telecommunication across the globe. Managed to work with the best of domain specialists globally and emerge as a world class entity. Operational contracts with marquee vendors and strategic investors ranging from private equity investors to global telecom giants.
Operational Strategies.
Higher emphasis on ARPU/min stark contrast with other operators who concentrate on ARPU only. Aim to be become a one stop shop for all telecommunication services under the Bharti umbrella. Exploring opportunities in international markets. Hived off tower infrastructure into a separate entity.
FUTURE STRATEGIES
Future Strategies
Translate its expertise in Indian markets to other emerging economies. This could call for acquisitions globally. Technology leadership is a must Airtel must ensure that its reliance on GSM technology does not render it obsolete. Indian market inspite of being the worlds largest is still not matured. Opportunities abound in the hinterland which must be exploited.
Growth Factors
Infrastructure Sharing
Rural Telephony
Growth Factors
Managed Services
Enterprise Telecom
WiMAX
3G
2G/2.5G
Airtel - Strategy
Product Innovation
Pricing
Core Competencies
VAS
Thank You!!!!!!!