entry of reliance in telecom sector

1. ENTRY OF RELIANCE IN THE
TELECOMMUNICATION SECTOR
By:Amulya Kalia
Anupam Garg
Karan Garg

2. CONTENTS
• Introduction
• Porter 5 Forces
• STRATEGIES FOR TELECOM SECTOR
• SWOT Analysis
• Reliance Telecom
• RCOM Strategies
• REFERENCES

3. INDIAN TELECOM SECTOR
Rank in world in network size
3rd
Tele density (per hundred populations)
79.28
Telephone connections (In Million)
Fixed
929.37
Mobile
31.53
Total
960.9

5. Porter’s Five Forces

7. STRATEGIES FOR TELECOM SECTOR
• Scope - Business Portfolio
• Scope-Geographical
• Value Propositions
• Technology Platform
• Strategic Alliance Partner
• Mode of Entry

8. SWOT ANALYSIS
• Strength
1.Flexible plans
2.Good advertising
3.High brand visibility
4.Celebrity brand ambassadors
5.Ability to attract customers with various plans
• Weakness
1. Price competition from BSNL and MTNL
2.Untapped Rural Market
• Opportunity
1. Fast expanding cellular market
2.Latest and low cost technology
3.Untapped rural market
• Threats
1. New entrant's low price offering
2. Saturation point in Basic telephony service
3. Mobile Number Portability
4. Other emerging modes of communication (basically the internet)

9. RELIANCE COMMUNICATIONS

10. RCOM STRATEGIES
• PRICING STRATEGY
• “My vision is to provide the latest
telecommunication facilities to every Indian at
the price of a post card” – Dhirubhai Ambani.
• Reliance Infocomm broke this mould with a
tariff that is the most ambitious ever listed by
a telecom company in India
• Free Incoming Calls

11. SALES AND MARKETING STRATEGY
• Internal Customers
• 50,000 Employees and Millions of
shareholders
• During the annual general meeting the
Reliance Chairman offered shareholders a
discount package
• In addition the shareholders were encouraged
to promote Reliance Infocomm connections
among their circle of influence

12. ADVERTISING
• Advertising was definitely a marketing strategy
which complemented the unconventional
channels of Reliance Infocomm
• Branded as IndiaMobile
• Reliance Infocomm brand name embossed on
every handset gave it a unique mileage
• Coincided with the Cricket World Cup

13. References
• TRAI, Highlights on Telecom Subscription Data
as on 31st May 2012 (Press Release No.
143/2012)
• RELIANCE INFOCOMM’S STRATEGY AND IMPACT
ON THE INDIAN MOBILE TELECOMMUNICATION
SCENARIO by SANGEEETH VARGHESE
• Race to the Future: How Indian Telcos Have Made
Their Initial Moves by Ranjan Das, TOI, 13 Mar,
2003