Project report on consumer behaviour of Airtel

PREFACE
It’s a thing of massive gratification for me to present this Summer Training
Project Report on the topic “ Consumer Behaviour of AIRTEL ” completed in an
unrivaled organisation ‘AIRTEL, at LUCKNOW'.
The goal of this six weeks training is to analyse the consumer behaviour and the
different promotional strategies followed by Airtel .And to increase their loyal
position among the maximum target audience to increase the number of consume
and proper use of SWOT analysis in the present competitive era .I myself have
for a long time deeply interested in studying consumer trends & behavior
towards mobile industry.
This project attempts to identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first
approach to these areas, to think through policies, principles, and practices to
accomplish the new tasks and to satisfy the customer needs. By this practical
training I am able to grasp about the telecommunication market and different
stratigies for their particular consumers. Initially I was just having the
bookish knowledge about all Marketing policies, practices and functions, but
after joining this organization, I got most of the practical knowledge. I have
come to know, what actually happens in the organizations.

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ACKNOWLEDGEMENT

I acknowledge my grattitude to all Who have gave us the possibility to complete
this project. I am very much thankful to Dr .SHAILENDRA KUMAR
CHATURVEDI Director,Sherwood College of management, Lucknow, Who
has given me this opportunity to be a part of corporate house for two months
and also to do this summer training project report on Airtel
I want to also very much thank to our Internal Faculty Guide Dr.Gaurav Singh
for showing us the path to commence this project in the first instance.
I express my deep gratitude toMR. AMIT NEGI (ZSM) UPE and also to Mr.
MOHD ADNAN SIDDQUEE (TSM ) whose inspiration and guidance has been
helpful for me to get best out of me.

ASHISH KUMAR
DUBEY

4

DECLARATION
I am ASHISH KUMAR DUBEY student of MBA III Semester from
SHERWOOD COLLEGE OF MANAGEMENT, LUCKNOW hereby declare
that this summer project report title “CONSUMER BEHAVIOUR OF
BHARTI AIRTEL”, is result of original data collection and my own effort
with Corporate staff co-operation.

ASHISH KUMAR DUBEY
MBA

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TABLE OF CONTENTS

• CERTIFICATE OF THE COLLEGE 1

• CERTIFICATE OF THE ORGANIZATION 2

• PREFACE 3

• ACKNOWLEDGEMENT 4

• DECLARATION 5

• EXECUTIVE SUMMARY 8

• INTRODUCTION 9

• OBJECTIVE OF THE STUDY
10

• LIMITATION
11

• RESEARCH METHODOLOGY
12

• AIRTEL BACKGROUND
19

• BOARD OF DIRECTOR
21

• PARTNERS
27

• COMPETITORS
31

6

• MARKETING STRATEGIES
49

• ACHIEVEMENT OF THE COMPANY
53

• NATIONAL & INTERNATIONAL IMAGE
59

• FUTURE PROSPECTS OF THE COMPANY
61

• FINDING AND ANALYSIS
81

• SWOT ANALYSIS
87

• RECOMMENDATION/SUGGETIONS
90

• CONCLUSION
92

• BIBILIOGRAPHY
93

• ANNEXURE
94

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EXECUTIVE SUMMARY

Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services, which include Cellular, Basic, Internet and recently introduced
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 company to export its products
to the USA. Bharti is the leading cellular service provider, with a footprint in 15
states covering all four metros and more than 7 million satisfied customers

8

Bharti Tele-Ventures believes that the demand for mobile services in India will
continue to grow rapidly as a result of the following factors:

• Lower tariffs and handset prices over time;
• Growth in pre-paid customer category;
• Greater economic growth and continued development of India's
economy;
• Higher quality mobile networks and services; and
• Greater variety and usage of value added services

INTRODUCTION
We are one of India’s leading providers of telecommunication services with a
nationwide presence in all the 23 licensed jurisdictions (also known as Telecom
Circles). We served an aggregate of 88,270,194 customers as of December 31,
2008; of who 85,650,733 subscribe to our GSM services and 2,619,461 use our
Telemedia Services either for voice and/or broadband access delivered through
DSL. We are the largest wireless service provider in the country, based on the
number of subscribers as of December 31, 2008. We also offer an integrated

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suite of telecom solutions to our enterprise customers, in addition to providing
long distance connectivity both nationally and internationally. We have recently
forayed into media by launching our DTH and IPTV Services. All these services
are rendered under a unified brand “Airtel”. The company also deploys, owns
and manages passive infrastructure pertaining to telecom operations under its
subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus Towers
Limited. Bharti Infratel and Indus Towers are the two top providers of passive
infrastructure services in
India.In developing a market plan, your primary functions are to understand the
needs and desires of your customer select or develop a product or service that
will meet customer needs, develop promotional material that will make the
customer aware, and ensure product or service delivery.

VISION 2011
By 2011 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.”

OBJECTIVE OF THE STUDY
o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.

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o To study customer purchase decision behaviour.
o To understand the needs of different consumer segments.
o Comparative study of different mobile companies.
o To know why some retailers don’t sell new connections of Airtel.

LIMITATION
No project is without limitations and it becomes essential to figure
out the various constraints that we underwent during the study.

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The following point in this direction would add to our total
deliberations—
1. During the study on many occasions the respondent groups
gave us a cold shoulder.
2. The respondents from whom primary data was gathered any
times displayed complete ignorance about the complete branded
range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailer/whole sellers refuse to cooperate with the
queries.
5. Some retailer/whole sellers gave a biased or incomplete
information regarding the study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period
of time.
8. Some retailers did not answer all the questions or did not have
time to answer.
9. At times customers are not ready to listen to the information
given to them because they are too angry with the whole
processing system. So didn't respond.
10. Distribution strategies of Airtel are not up to the mark.

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RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is simply a plan or framework for a study that
is used in collecting and analyzing the data. This framework is to
ensure that relevant information is collected and that too
depending upon the objectives of the study.
The research design can be classified into three categories –
Exploratory, descriptive, and casual:
Exploratory Research
It seeks to discover new relationships, emphasis on discovery of
ideas. This research is used when very little is known about the
problem being examined. Exploratory research studies are also
termed as formulative research studies as its main purpose is to
formulate a problem. Exploratory research is used here is flexible
and the areas where this type of research used are to know the:
Brand preference
Attitude of the customers
Market potential
Buyer's behavior
Consumer's awareness.
The purpose of this type of research is to gain insight into
problem. The research design used for the project at hand is of
exploratory in nature. Exploratory research is always based on
small non-representative samples and data obtained are
subjected to qualitative analysis.
Exploratory research helps to gather information about practical
problems in carrying out the research and to provide insight into,
and an understanding of, the problem confronting the researcher.

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Descriptive Research
It attempts to determine the frequency with something occurs or
the relationship between two phenomenon's. It is a type of
conclusive research that has its major objective of describing
something like market characteristics or functions. Descriptive
research gives a clear statement of the problem, specifies
hypothesis, and detailed information needs. It is conducted for the
for the reasons like to describe characteristics of relevant group
are associated and to make specific predictions, to estimate the
percentage of units in a specified population exhibiting a certain
behavior, to determine the perceptions of product characteristics,
to determine the degree to which marketing variables. A
descriptive design requires a clear specification of who, what,
when, where, why, and way of research.
Descriptive research used the following methods:-
Observation
Questionnaires
Interviews
Examination of records
Some of the examples are:
Market studies
Market share studies
Sales analysis studies
Image studies.
Causal Research
These designs often adopted in order to discover and determine
the cause and effect relationship. It is also experimental research
as its major objective is to obtain evidence regarding cause and
effect relationship. It requires a planned and structured design.
The main method of experiment research is experimentation and
hypotheses are specific. Experimental research is useful in cases

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where variables are manipulated in a relatively controlled
environment.

Source of collecting data
Achieving accuracy in any research requires in depth study
regarding the subject. As the primary object is to study the
market segmentation and strategies secondary objective of the
project is to compare Airtel with the existing competitors in the
market and impact of Airtel on Bharti, the research methodology
adopted is basically based on primary data via which the most
recent and accurate piece of first hand information could be
collected.
Primary Data
Primary data was collected using the following techniques.
Questionnaire Method, Direct Interview Method and
Observation Method.
The main tool used was, the questionnaire method. Further direct
interview method, where a face to face formal interview was taken.
Lastly observation method had been continuously observes the
surrounding environment he works in.
Procedure:
• Target geographic area was Meerut, Dauralla, Parikshit
garh, sakoti & Matoor.
• To these geographical area questionnaire was filled by 200
people, the questionnaire was a combination of both open
ended and closed ended questions.
• The date during which questionnaires were filled was
between six week.

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• Some dealers were also interviewed to know their
prospective. Interviews with the honour of retailer of airtel
were also conducted.
Finally the collected data and information was analyzed and
compiled to arrive at the conclusion and recommendations given.

Secondary data
Secondary data has been used to support primary data wherever
needed.
It is used to obtain information on, Airtel and its competitor
history, current issues, policies, procedures etc, wherever
required.
Sources of Secondary Data
• Internet
• Magazines
• Newspapers, etc.

Research Process
Defining the record and research objective.

Developing the research plan for collecting information

implementing the research plan.

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Collecting and analyzing data.

Interpreting and representing the findings.

TYPE OF RESEARCH

This is descriptive research as this research includes surveys and
fact finding inquires of different kinds. So descriptive research
help in knowing about particular item or group of items in other
words it describes the state as it exist at present.
DATA COLLECTION
The data collected in this research is first hand so it is primary
data. It is collected directly from the respondent through
questionnaire and through visualization.
DATA COLLECTON METHOD
The data was collected through research questionnaire method
and through visualization for franchise analysis. A questionnaire
was framed then data collected by making it fill by different
respondent.
DATA COLLECTION INSTRUMENT

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It is closed ended and open ended both types of questionnaire. If
questionnaire is closed ended then questions are in the form of
'Yes' or 'No' and if questionnaire is open ended then questions are
in the form of any numerical form.
SAMPLE TECHNIQUES
Sampling techniques used in judgment sampling. As the selection
of sample was done according to the researcher's own discretion
and all effort were made to keep the research objective.
DATA ANALYSIS TECHNIQUES
Analysis of data is done through quantitative method that is
numerical figures expressed in percentage.
DATA ANALYSIS INSTRUMENT

Instrument used for data analysis is tabulation of data, bar
chart.

THREE TYPES OF SALES:
• Primary Sales - Organisation to Distribution of Prepaid, Postpaid Cards,
Coupons, easy recharge etc.
• Secondary Sales - Distributor to Retailers
• Tertiary Sales - Retailer to Customer.

PROCEDURE OF ACTIVATION OF PREPAID CONNECTION:
Dealer (Confirms on 570)

FOS (Saw that the form is completed and has Accessory papers

Distributor (Activates the card)
PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:
Dealer (Collects of Cash and facilitates in Competition)

FOS (Collects the Form)

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Distributor (Activates the card)

MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for,
Bharti Tele-Ventures xisting mobile circles in India

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INTRODUCTION

(Bharti Airtel Ltd.)

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Bharti
Airtel

Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across
India. Bharti Airtel is India's leading private sector provider of
telecommunications services based on a strong customer base consisting of 50
million total customers, which constitute, 45.8 million mobile and 5.4 million
fixed line customers, as of March 31, 2008.Airtel comes to us from Bharti Airtel
Limited - a part of the biggest private integrated telecom conglomerate, Bharti
Enterprises. Bharti provides a range of telecom services, which include Cellular,
Basic, Internet and recently introduced 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 company to export its products to the USA. Bharti has also put its footsteps
into Insurance and Retail segment in collaboration with Multi- National giants.
Bharti is the leading cellular service provider, with a footprint in 23 states
covering all four metros and more than 50 million satisfied customers.
The technology that gives a person the power to communicate anytime anywhere
has spawned an entire industry in mobile telecommunication. Mobile telephones
have become an integral part of the growth, success and efficiency of any
business/ economy.The government of India recognizes that the provision of the
world-class telecommunications infrastructure and information is the key to
rapid economic and social development of the country. It is critical not only for

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the development of the Information technology industry, but also has widespread
ramification on the entire economy of the country. It is also anticipated that
going forward, a major part of the GDP of the country would be contributed by
this sector. Accordingly, it is of vital importance to the country that there be a
comprehensive and forward looking telecommunications policy which creates an
enabling framework for development of this industry.In India, the
telecommunications market has undergone a major transformation in the past
couple of decades. From being a complete monopoly of the public sector, to the
breaking down of these monopolies, the telecom industry has witnessed
significant policy reforms. These reforms also led to the entry of private players
in all kinds of telecommunications services, such as cellular and wireless in local
loop services, in addition to the basic telephony services.

Airtel is the fastest growing company in the telecom sector in India. The
company understands to deliver their services with full customer satisfaction.
We go through both generic and specific, professional that help us remain well
informed and knowledgeable about the company’s product in the market.Airtel
has collaboration with Research In Motion (RIM) which is a Canadian company.
Blackberry is the product of RIM. It’s an instant email service. At Airtel as
Market Researcher I have to find out the market awareness for Blackberry in
Pune corporate houses, and for that purpose I have to meet to the company’s
high profile executives.

Board of Directors

The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen Non-
Executive Directors.The Chairman and Managing Director, Mr. Sunil Bharti
Mittal, is an Executive Director and the number of Independent Directors on the
Board is 50% of the total Board strength. The independence of a Director is
determined on the basis that such director does not have any material pecuniary
relationship with the Company, its promoters or its management, which may
affect the independence of the judgment of a Director.The Board members

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possess requisite skills, experience and expertise required to take decisions,
which are in the best interest of the Company.

Bharti Airtel Board Of Directors

Director Name Designation
Sunil Bharti Mittal Chairman & Managing Director
Manoj Kohli Joint Managing Director & CEO
Hui Weng Cheong Non Executive Director
Tan Yong Choo Non Executive Director
Craig Edward Ehrlich Non Executive Director
Rakesh Bharti Mittal Non Executive Director
Rajan Bharti Mittal Non Executive Director
Akhil Gupta Non Executive Director
Chua Sock Koong Non Executive Director
N Kumar Non Executive Director
Pulak Chandan Prasad Non Executive Director
Ajay Lal Non Executive Director
H E Salim Ahmed Salim Non-Executive Independent Director
Lord Evan Mervyn Davies Non-Executive Independent Director
Tsun yan Hsieh Non-Executive Independent Director
Nikesh Arora Non-Executive Independent Director
Mukesh Bhavnani Company Secretary

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“MANAGEMENT HIERARCHY AT AIRTEL”

"M A N A G E M E N T H IE R A R C H Y "

C H IE F S A L E S A N D M A R K E T IN G O F F IC E R

V IC E P R E S ID E N T V IC E P R E S ID E N T C H IE F G E N E R A L M A N A G E R
M A R K E T IN G S T R A T E G Y S A L E S P L A N N IN G

C IR C L E S A L E S & M A R K E T IN G H E A D

D IS T R IC T O P E R A T IO N H E A D P R E P A ID H E A D C IR C L E M A R K E T IN G H E A D

C H A N N E L O P E R A T IO N M A N A G E R P R E P A ID M A N A G E R M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B

TELECOMMUNICATION MARKET IN INDIA

The Indian telecommunications Network with 250m telephone connections is the
fifth largest in the world and is the second largest among the emerging
economies of Asia. Today it is the fastest growing market in the world and
represents unique opportunities for UK companies in the stagnant global
scenario. Tele-density, which was languishing at 2% in 1999, has shown an
impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set to increase to
20% in the next five years beating the Govt. target by three years. Accordingly,
India requires incremental investments of USD 20-25 bln for the next five years.

Private operators have made mobile telephony the fastest growing (over 164%
p.a.) in India. With more than 33 million users (both CDMA and GSM), wireless
is the principal growth engine of the Indian telecom industry. Given the current
growth trends, cellular connections in India will surpass fixed line by late
2004/early 2005. Intense competition between the four main private groups -
Bharti, Vodafone, Tata and Reliance and with the State sector incumbents-BSNL

24

and MTNL has brought about a significant drop in tariffs. There has been almost
74% in cell phone charges, 70% in ILD calls and 25% drop in NLD charges,
resulting in a boom time for the consumers.

GSM MARKET IN INDIA

Regional Interest Groups - GSM Indi

With a population of around 1.1 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.
India's telecommunications have undergone a steady liberalization since 1994
when the Indian government first sought private investment in the sector. More
significant liberalization followed in 1996 with the licensing of new local fixed
line and mobile service providers. However, it has been the government's New
Telecom Policy (1999) that has had the most radical impact on the development
of GSM services. 'The policy's mission statement is 'affordable communications
for all', There is a genuine commitment to creating a modern and efficient

25

communications infrastructure that takes account of the convergence of telecom,
IT and media. In addition, the policy places significant emphasis on greater
competition for both fixed and mobile services.'
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.
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. WAP services have already been
launched in the subcontinent and the first GPRS networks are in the process of
being rolled out. In the year ahead, GSM
India will work with its members to realize the potential of early packet services
in anticipation of the award of 3GSM licenses.
India fastest growing GSM mart
India is expected to have 145 million GSM (global system for mobile
communications) customers by 2007-08 compared to 26 million subscribers as
on March 2005, according to the Global Mobile Suppliers Association. "For
GSM, India is a success story. It is one of the fastest growing markets with its
subscriber base doubling in 2005. At this pace, the target of 150 million
subscribers by 2007-2008 is definitely achievable," Alan Hadden, president of
GSA, said at a news conference in New Delhi. Globally, the GSM market
reached 1 billion users in February 2005, he said, adding GSM accounted for 80
per cent of the new subscriber growth in 2005."Almost every Latin American
operator has chosen GSM. In North America GSM growth is bigger than CDMA
(code division multiple access)," he said. Commenting on the raging debate over
GSM versus CDMA in mobile services arena, Hadden said: "GSM is the world's
most successful mobile standard with over 1 billion users, and is an open mobile

26

standard. It also supports automatic international roaming, which is a major
contributor to business plans."

Bharti is almost there
But first, the EDGE! Bharti Cellular is close to commercially launching its
EDGE service in Delhi and Mumbai by end May or early June, sources said. The
company was the first to conduct field trials in November with its equipment
supplier Ericsson. Idea too held EDGE field trials in February this year with its
vendor Nokia. Vodafone and BPL are yet to hold the trials. The two companies
would eventually migrate to EDGE, but perhaps after seeing the response to
Bharti’s service.
EDGE holds the promise of delivering data speeds of around 170-180 kbps (as
against the theoretical speed of around 380 kbps) which, if achieved, promises
the launch of many data applications. The scalable cost of migrating from GPRS
to EDGE is not too high and mainly comprises software upgrades in case of a
modern network such as Bharti and Hutch, claimed chairman of GSA India
chapter Rakesh Malik.

PROFILE AND ORGANISATIONAL STRUCTURE
OF THE COMPANY

Chief Executive Officer (C.E.O)
↓
Manager → Marketing Manager
↓
Project Manager
↓
Project Deader
↓
Team Leader

27

↓
Team Member
↓
Quality Controller
↓

TESTER

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group has a diverse business portfolio and has created global brands in
the telecommunication sector. Bharti has recently forayed into retail business as
Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry
business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agri products exclusively to markets in Europe
and USA and has launched Bharti AXA Life Insurance Company Ltd under a
joint venture with AXA, world leader in financial protection and wealth
management.
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 42,685,530 customers as
on May 31, 2008, consisting of 40,743,725 GSM mobile and 1,941,805
broadband & telephone customers.
The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBU’s) - mobile services, broadband & telephone
services (B&T) & enterprise services. The mobile services group provides GSM
mobile services across India in 23 telecom circles, while the B&T business
group provides broadband & telephone services in 94 cities. The enterprise
services group has two sub-units - carriers (long distance services) and services
to corporate. All these services are provided under the Airtel brand.

Business Divisions

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The Bharti Airtel Group :
Offers GSM mobile services in all the 23-telecom circles of India and is the
largest mobile service provider in the country, based on the number of
customers.
Offers high speed broadband internet with a best in class network..
Focuses on delivering telecommunications services as an integrated offering
including mobile, broadband & telephone, national and international long
distance and data connectivity services to corporate, small and medium scale
enterprises.
The Company compliments its mobile and broadband & telephone services with
national and international long distance services. It has over 35,016 route
kilometers of optic fiber on its national long distance network. For international
connectivity to east, it has a submarine cable landing station at. For international
connectivity to the west, the Company is a member of the South East Asia-
Middle East-Western Europe – 4 (SEA-ME-WE-4) consortiums along with 15
other global telecom operators.

Partners
The company has a strategic alliance with SingTel. The investment made by
SingTel is one of the largest investments made in the world outside Singapore, in
the company. The company’s mobile network equipment partners include
Ericsson and Nokia. In the case of the broadband and telephone services and
enterprise services (carriers), equipment suppliers include Siemens, Nortel,
Corning, among others. The Company also has an information technology
alliance with IBM for its group-wide information technology requirements and
with Nortel for call center technology requirements. The call center operations
for the mobile services have been outsourced to IBM Daksh, Hinduja TMT,
Teletech & Mphasis.

Fact sheet

Name Bharti Airtel Limited.

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Business Provides mobile, broadband & telephone (fixed line) and
Description enterprise services (carriers & services to corporate)

Established July 07, 1995, as a Public Limited Company

Rs. 184,202 million (year ended March 31, 2008-Audited)
Proportionate
Revenue
As per Indian GAAP Accounts

Proportionate
EBITDA
As per Indian GAAP Accounts

Shares in Issue 1,895,934,157 as at March 31, 2008

The Stock Exchange, Mumbai (BSE)
Listings
The National Stock Exchange of India Limited (NSE)

Market
Approx. Rs1, 597 billion. Closing BSE share price= Rs.842.50
Capitalization

40,743,725 GSM mobile and 1,941,805 broadband & telephone
Customer Base
(fixed line) customers (Status as at month ended May 31, 2008)

Provides GSM mobile services in all the 23 telecom circles in
India, and was the first private operator to have an all India
Operational
presence.
Network
Provides broadband (DSL) and telephone services (fixed line)
in 94 cities in India.

Airtel 3G Tariff Plan – Net Setter and Mobile

30

Airtel provides the latest technology of 3G and facilitates users by different
prepaid and postpaid tariff plans. The service is a key feature for people who
want to stay in touch with their friends and family all time in a day. There are
many cellular companies provide such a facility, and Airtel is one of them. The
Airtel 3G tariff is very simple and acceptable for users. The rates are very low
and have coverage all over India. The new services of 3G make it easy for
people to download the latest stuff related to their study and entertainment. You
can download songs and upload your pictures at the faster speed.

The tariff plan for such services is of two types one is postpaid and other is
prepaid. In postpaid tariff plans, you have to pay bill of your internet package
according to your usage. To get this service you have to submit some security in
the company sales shop first, while in prepaid services you can recharge your
balance and can entertain service without waiting for anything. Have a look on
the Airtel 3g tariff plan, you will find two types of services one is prepaid. In
prepaid services, there are two kinds of packages available, one is volume based
while other is a budget base plan.

In Airtel prepaid tariff plan of volume base, you have a different selection
according to your use. You can calculate your internet use with the help of a
calculator available at Airtel website. You can estimate your internet usage by
adding information like emailing per day and some other information like
approximate buffering and online hours. The calculator will calculate best
package for you. You can also consult it with Airtel prepaid tariff plan to know

31

its cost. Volume based package can be beneficial if you know you exactly use of
the internet.Other Airtel 3G tariff plans are price based. You can select the plan
according to your budget plan. These new competitive rates make it easy for user
to select and enjoy the services everywhere. These tariff plans are mostly
limited, to some extent, like some may be providing you one day service or some
of these will provide one week service. So try to investigate first about these
packages before selecting one of them. Both Airtel prepaid plans and postpaid
plans have attractive offers with different call rates, this offer will make you
easier in selecting these rates.The 3G technology makes faster the internet
service now. You should select an Airtel 3G tariff according to its coverage, if
you are living in some remote area than its no problem with Airtel internet
providers. You can get better service even in villages and hilly regions also, if
EDGE service is failed to operate you can use GPRS service everywhere in the
country. The difference is this that EDGE service is faster than GPRS service. It
is better for you to investigate first about internet Provider Company and its
devices in your area. Airtel is most renowned because it covered larger area of
country and people like it due to cheap Airtel 3G tariff plans.

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32

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3G Data Card Plans
1-Rs. 9 free 10 Mb
2-Rs.45 free 30 Mins
3-Rs. 37 free 30Mb
4-Rs.94 free 150Mb
5-Rs.64 free 80Mb
6-Rs.198 free 500Mb
7-Rs.450 free1200Mb
8-Rs.750 free 4GB
9-Rs.675free 2.5GB
10-Rs.250free 300Mb
11-Rs.1245 free 10GB

(Airtel 3G Data

Card COMPETITORS OF BHARTI AIRTEL

33

India has become one of the fastest-growing mobile markets in the world. The
mobile services were commercially launched in August 1995 in India. In the
initial 5-6 years the average monthly subscribers additions were around 0.05 to
0.1 million only and the total mobile subscribers base in December 2002 stood at
10.5 millions. However, after the number of proactive initiatives taken by
regulator and licensor, the monthly mobile subscriber additions increased to
around 2 million per month in the year 2003-04 and 2004-05.
Although mobile telephones followed the New Telecom Policy 1994, growth
was tardy in the early years because of the high price of hand sets as well as the
high tariff structure of mobile telephones. The New Telecom Policy in 1999, the
industry heralded several pro consumer initiatives. Mobile subscriber additions
started picking up. The number of mobile phones added throughout the country
in 2003 was 16 million, followed by 22 million in 2004, 32 million in 2005 and
65 million in 2006. The only country with more mobile phones than India with
246 million mobile phones is China – 408 million.
India has opted for the use of both the GSM (global system for mobile
communications) and CDMA (code-division multiple access) technologies in the
mobile sector. In addition to landline and mobile phones, some of the companies
also provide the WLL service.

The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$0.15 only. In
2005 alone 32 million handsets were sold in India. The data reveals the real
potential for growth of the Indian mobile market.
In March 2008 the total GSM and CDMA mobile subscriber base in the country
was 375 million, which represented a nearly 50% growth when compared with
previous year.In April 2008 the Indian Department of Telecom (DoT) has
directed all mobile phone service users to disconnect the usage of unbranded
Chinese mobile phones that do not have International Mobile Equipment Identity
(IMEI) numbers, because they pose a serious security risk to the country. Mobile

34

network operators therefore planned to suspend the usage of around 30 million
mobile phones (about 8 % of all mobiles in the country) by April 30.
PRESENT SCENARIO
In the fixed line arena, BSNL and MTNL are the incumbents in their respective
areas of operation and continue to enjoy the dominant service provider status in
the domain of fixed line services. For example BSNL controls 79% of fixed line
share in the country.
On the other hand, in the mobile telephony space, Airtel controls 21.4%
subscriber base followed by Reliance with 20.3%, BSNL with 18.6%, Vodafone
with 14.7% subscriber base (as per June 2005 data).
Following list shows the GSM subscriber figure till Jan 2010
1) Bharti Airtel 88382758 33.04%
2) Vodafone Essar 63340024 23.68%
3) BSNL 42673357 15.95%
4) IDEA 40016153 14.96%
5) Aircel 16761397 6.27%
6) Reliance Telecom 10353841 3.87%
7) MTNL 4003807 1.50%
8) BPL 2007303 0.75%

All India 267538640

AIRTEL
Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) is India's
largest cellular service provider with more than 92 million subscribers as of
February 2009. It also offers fixed line services and broadband services. It offers
its TELECOM services under the Airtel brand and is headed by Sunil Bharti
Mittal. The company also provides telephone services and Internet access over

35

DSL in 14 circles. It also acts as a carrier for national and international long
distance communication services. The company has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and
Singapore.
The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBU’s) - Mobile Services, Airtel Telemedia Services &
Enterprise Services. The mobile business provides mobile & fixed wireless
services using GSM technology across 23 telecom circles while the Airtel
Telemedia Services business offers broadband & telephone services in 95 cities
and has recently launched India's best Direct-to-Home (DTH) service, Airtel
digital TV. The company provides end-to-end data and enterprise services to the
corporate customers through its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international
bandwidth access through the gateways and landing station.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by
subscriber base, behind China Mobile and China Unicom. In India, the company
has a 24.6% share of the wireless services market, followed by 17.7% for
Reliance Communications and 17.4% for Vodafone Essar.
In its monthly press release, following statistics have been presented for end of
April 2007.
Bharti Airtel added the highest ever net addition of 5.3 million customers in a
single quarter (Q4-FY0607) and also the highest ever net addition of 18 million
total subscribers in 2006-07.
The company will invest up to $3.5 billion this fiscal (07-08) in network
expansion.
It has an installed base of 40,000 cellsites and 59% population coverage.
After the proposed network expansion, an additional 30,000 towers will
result in the company achieving 70% population coverage.

Bharti has over 39 million users as on March 31, 2007.
It has set a target of 125 million subscribers by 2010.

36

Prepaid customers account for 88.5% of Bharti’s total subscriber base, an
increase from 82.7% a year ago.
ARPU has dropped to Rs 406.
Non-voice revenues, (SMS, voice mail, call management, hello tunes and
Airtel Live) constituted 10% of total revenues during Q4, lower than 10.7% in
the Q4 of the previous year.
Blended monthly minutes of usage per customer in Q4 was at 475 minutes.
Has completed 100% verification of its subscribers and in the process
disconnected three lakh (300,000) subscribers.
Bharti Airtel’s is now connecting India to Europe under its Europe India
gateway [EIG]project. The company is building 15,000 km 3.84 Terrabit OFC
sub-marine cable system connecting Europe [London] to India via the Middle
East. The project is expected to cost $700 million, which is to be completed by
Q2-2010. Alcatel Lucent and Tyco are the telecom vendors for the project.
The Airtel subscriber base according to TRAI - Telecom Regulatory
Authority of India as of February 2009[7] was:
Kolkata - 2,456,896
Maharashtra - 5,690,609
Gujarat - 3,981,660
Andhra Pradesh - 8,892,353
Karnataka - 9,820,812
Tamil Nadu - 6,003,040
Kerala - 2,169,633
Punjab - 3,754,405
Haryana - 1,248,906
Uttar Pradesh (West) - 2,256,862
Uttar Pradesh (East) - 5,722,386
Rajasthan - 6,704,274
Madhya Pradesh - 4,470,561

West Bengal & Andaman and Nicobar - 3,501,560

37

Himachal Pradesh - 951,121
Bihar - 7,152,245
Orissa - 2,811,453
Assam - 1,448,389
North Eastern States - 890,054
Jammu & Kashmir - 1,590,935
The total is 91,114,971 or 24.2% of the total 375,742,592 GSM + CDMA mobile
connections in India till February 2009; and presently the Number 1 operator in
India. In 2009 Airtel also launched in Sri Lanka.
presently the Number 1 operator in India. In 2009 Airtel also launched in Sri
Lanka.

VODAFONE
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that
covers 23 telecom circles in India. Despite the official name being Vodafone
Essar, its products are simply branded Vodafone. It offers both prepaid and
postpaid GSM cellular phone coverage throughout India with good presence in
the metros.
Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz
digital GSM technology, offering voice and data services in 23 of the country's
23 license areas. It is among the top three GSM mobile operators of India.
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%. On February 11, 2007, Vodafone agreed to acquire the
controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for
US$11.1 billion, piping Reliance Communications, Hinduja Group, and Essar
Group, which is the owner of the remaining 33%. The whole company was
valued at USD 18.8 billion. [2] . The transaction closed on May 8, 2007.
The Vodafone subscriber base according to COAI - Cellular Operator
Association of India as of Nov 2008 was:
City/Circle Nov'2008
Mumbai 4115671

38

Delhi 3741037
Kolkata 2481872
Chennai 1472340
Gujarat 7241167
A.P. 3430016
Karnatka 3333207
Punjab 1944733
Haryana 1878339
U.P.(E) 5589567
Rajasthan 4343407
UP (W) 3825035
West Bengal 4000994
Maharashtra 3833719
Tamil Nadu 4509341
Kerala 2704412
Orissa 137445
Assam 454878
MP 30213
Bihar 76349
Himachal Pradesh New
The total is 5,46,24,809 or 23.38% of the total 233,676,930 GSM mobile
connections in India till Sept 2008.Nov 2008 Vodafone Essar 58764164 or
23.57% of total 249349436

Mahanagar Telephone Nigam Limited
MTNL is an Indian Government-owned telephone service provider in the cities
of Mumbai, Thane, New Delhi, and Navi Mumbai in India. The company was a
monopoly until 2000, when the telecom sector was thrown open to other service
providers.

39

MTNL provides fixed line telephones, cellular connection of both GSM —
Dolphin(Postpaid) and Trump (prepaid) and WLL (CDMA) — Garuda-FW And
Garuda-Mobile and internet services through dialup and DSL — Broadband
internet TriBand. MTNL has also started Games on demand, video on demand
and IPTV services in India through its Broadband Internet service called
Triband. Phone numbers belonging to MTNL start with the prefix 2 infixed line
telephonesand WLL & in GSM Mobile servises its start from
9869/9969/9868/9968. MTNL also provides other services such as VPN,Internet
Telephony- VOIP and leased lines through BSNL and BSNL.
MTNL has been actively providing connections in both Mumbai and New Delhi
areas and the efficiency of the company has drastically improved from the days
when one had to wait years to get a phone connection to now when one can get a
connection in even hours. Pre-activated Mobile connections are available at
many places across both Metros. MTNL has also unveiled very cost-effective
Broadband Internet access plans (TriBand) targeted at homes and small
businesses. At present MTNL enjoy's the largest of the market share of ISP
services in Mumbai and Delhi.
Former Indian Communications Minister Thiru Dayanidhi Maran had declared
year 2007 as "Year of Broadband" in India and MTNL is gearing up to provide
five million Broadband connectivity by the end of 2007. MTNL has upgraded
existing TriBand (Broadband) connections for a speed of up to 2 MB/s without
any extra cost. This 2 MB/s broadband service is being provided by MTNL at a
cost of just US$5.00 per month.
MTNL started 3G services in India under the name of "MTNL 3G Jadoo"
Services offered include Video call, Mobile TV and Mobile Broadband with
high speed data connectivity up to 2 Mbit/s speed from 11th December 2008,
getting India 3G map of the world. MTNL plans to offer 3G services across
India by mid-2009. After that MTNL Mobile users would be able to surf the
internet with speeds up to 2 Mbit/s on their smart phones. MTNL will be
installing 15 lakh 3G lines in the first phase of its 3G roll-out in Mumbai and
Delhi (which currently have 40 lakh existing mobile

40

lines).

IDEA Cellular
It is a publicly listed company, having listed on the Bombay Stock Exchange
(BSE and the National Stock Exchange (NSE) in March 2007.
Idea Cellular is a leading GSM mobile service operator with pan India licenses.
With a customer base of over 36 million in 15 service areas, operations are soon
expected to start in Orissa and Tamil Nadu-the first steps in providing pan India
services covering over 90% of India's telephony potential.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the
distinction of offering the most customer friendly and competitive Pre Paid
offerings, for the first time in India in an increasingly segmented market.
Customer Service and Innovation are the drivers of this Cellular Brand. A brand
known for many firsts, Idea was the first to launch GPRS and EDGE in the
country. Idea has received international recognition for its path-breaking
innovations when it won the GSM Association Award for "Best Billing and
Customer Care Solution" for 2 consecutive years.
IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational
corporation. The group operates in 25 countries, and is anchored by over
100,000 employees belonging to 25 nationalities. The Group has been adjudged
'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-
Economic Times and Wall Street Journal Study 2007.
Subscriber Base
Idea's subscriber base as of October 2008 according to the [1] is as follows
Maharashtra and Goa - 6,260,690
Madhya Pradesh and Chhattisgarh - 4,137,200
Andhra Pradesh - 4,325,204
Kerala - 3,712,887
Gujarat - 3,327,261
Uttar Pradesh (West) & Uttarakhand - 3,372,808
Delhi - 2,216,027

41

Haryana - 1,341,146
Uttar Pradesh (East) - 1,457,570
Rajasthan - 1,062,526
Himachal Pradesh - 117,253
Mumbai - 178,378
Bihar & Jharkhand - 73,987
Totalling to 31,582,937 or 9.86%(Approx.) of the total 320,330,393[1] mobile
connections in India.

Spice Telecom
Spice Telecom is the brand name of Spice Communications Limited, a mobile
phone service provider in India. Spice Telecom is currently operating in the
states of Punjab (India) and Karnataka i.e., in 2 circles of 23 Telecom Circles of
India. Spice Communications Limited was promoted by Dilip Modi of Modi
Wellvest Private Limited, which owns 40.80% of the company. Mod is promoted
by Mr. Dilip Modi and Super Infosys. Telekom Malaysia Berhad owns 39.20%
through TMI India Limited, Mauritius. TMI India Limited is a wholly owned
subsidiary of TM's international investment holding company TM International
Sdn Bhd (TMI).
Spice Telecom is a flagship company of MCorp Global (www.mcorpglobal.com)
a cellular mobile telephone services provider in India.
Launched over ten years ago, Spice’s cellular services have a customer base of
over 4 million as on December 2008 in Punjab and Karnataka.
Recently Aditya Birla Group owned Idea Cellular took over the ownership of
Spice Telecom for over Rs.270 million. They plan to improve the coverage,
customer friendliness and good service.
The market share of Spice had fallen down in Karnataka, after their competitors
weaned away many of its customers with good service. In spite of lower tariffs
Spice could not regain the market share. Now it is hoped that Idea would change
it al

42

Now Spice Telecom have a customer base of 4.4 Million subscribers in both
circles.

Bharat Sanchar Nigam Limited
BSNL is a public sector telecommunication company in India. It is India's largest
telecommunication company with 24% market share as on March 31, 2008. Its
headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane,
Janpath, New Delhi. It has the status of Mini Ratna, a status assigned to reputed
public sector companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP).
Currently has a customer base of 90 million as of June 2008.[1] It has footprints
throughout India except for the metropolitan cities of Mumbai and New Delhi
which are managed by MTNL. As on March 31, 2008 BSNL commanded a
customer base of 31.55 million Wireline, 4.58 million CDMA-WLL and 54.21
million GSM Mobile subscribers. BSNL's earnings for the Financial Year ending
March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of INR
78.06b (US$ 1.90 billion). BSNL has an estimated market value of $ 100 Billion.
The company is planning an IPO with in 6 months to offload 10% to public in
the Rs 300-400 range valuing the company at over $100 billion.
BSNL provides almost every telecom service in India. Following are the main
telecom services provided by BSNL:
Universal Telecom Sevices : Fixed wireline services & Wireless in Local
loop (WLL) using CDMA Technology called bfone and Tarang respectively. As
of December 31, 2007, BSNL has 81% marketshare of fixed lines.
Cellular Mobile Telephone Services : BSNL is major provider of Cellular
Mobile Telephone services using GSM platform under the brand name
CellOne[2]. Prepaid cellular services of BSNL are know as Excel. As of March
31, 2007 BSNL has 17% share of mobile telephony in the country.
Internet : BSNL provides internet services through dial-up connection
(Sancharnet) as Prepaid, (NetOne) as Postpaid and ADSL broadband (DataOne).
BSNL has around 50% market share in broadband in India. BSNL has planned

43

aggressive rollout in broadband for current financial year.

Intelligent Network (IN) : BSNL provides IN services like televoting, toll
free calling, premium calling etc.

BPL Mobile (Loop Mobile)
BPL Mobile has had the privilege of serving the communications needs of the
financial capital of India for the last 13 years. Now BPL Mobile is being
rebranded as Loop Mobile in Mumbai.
Loop Mobile, represents growth with continuity. While Loop constantly work
towards giving our subscribers a better network, innovative products and a
superior mobile telephony experience, its subscribers can be assured of the same
focus and commitment in providing the best network coverage, billing accuracy,
and an unmatched personalized customer service.
Loop Mobile has invested over Rs 300 crore to upgrade to NGIP (Next
Generation IP) network. This highly efficient network upgrade enables loop to
offer unmatched voice clarity and extensive coverage along with high-speed data
services. We are happy to inform you that we are the only GSM network in
Mumbai that has met all the TRAI benchmarks on network and service quality
parameters again this year. We have also been rated as the best network by
Voice & Data, leading Telecom magazine, in their .
Loop has gained a significant market share of incremental subscriber addition in
Mumbai Circle for the last several months. The emphasis on growth is clearly
reflected in our growing subscriber base - it crossed the 2-Million subscriber
mark in Mumbai Circle in January 2009.

Reliance Communications (formerly Reliance Infocomm)
Reliance Telecom and Flag Telecom, is part of Reliance Communications
Ventures (RCoVL). It is an Indian telecommunications company. According to
National Stock Exchange data, Anil Dhirubhai Ambani controls 66.77 per cent

44

of the company, which accounts for more than 1.36 billion shares.[3] It is the
flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of
power (Reliance Energy), financial services (Reliance Capital) and telecom
initiatives of the Reliance ADAG. It uses CDMA2000 1x technology for its
existing CDMA mobile services, and GSM-900/GSM-1800 technology for its
existing/newly launched GSM services.
RelCom is also into Wireline Business throughout India and has the largest
optical fiber communication (OFC) backbone architecture [roughly 110,000 km]
in the country.
Reliance Communications has interests in Direct To Home (DTH) TV also,
known as "Big TV". It plans to launch its DTH business by July 2008. Once
launched, RelCom will have presence across all B2C communications channel in
one of the fastest growing markets in the world.
On July 2007, the company announced it is buying US-based managed ethernet
and application delivery services company Yipes Enterprise Services for a cash
amount of Rs. 1200 crore rupees (equivalent of USD 300 million). The deal was
announced complete in a press release in December 2007.
In its first overseas acquisition, the Reliance group has amalgamated the United
States-based Flag Telecom for $ 211 million [roughly Rs 950 crore (Rs 9.50
billion).
On the 30th December 2008, Reliance Communications became the first telecom
operator in the history of Indian telecommunications to simultaneously launch its
GSM services in 14 circles, namely Andhra Pradesh, Chennai, Delhi,
Gujarat, Haryana, Jammu & Kashmir, Karnataka, Kerala, Maharashtra,
Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh(East & West)
thereby establishing itself as a pan-India operator.
It already operates GSM services in 8 circles namely Assam, Bihar, Himachal
Pradesh, Kolkata, Madhya Pradesh, North Eastern states, Orissa, West
Bengal.
TOP

45

TATA Indicom
Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an
Indian conglomerate. It operates under the brand name Tata Indicom in various
telecom circles of India. The company forms part of the Tata Group's presence in
the Telecommunication Industry in India, along with Tata Teleservices
(Maharashtra) Limited (TTML) and TATA COMMUNICATIONS

LTD.
In February this year, TTSL announced that it would provide CDMA mobile
services targeted towards the youth, in a joint venture with Virgin, UK,on a
Franchisee model basis. Interestingly, Virgin Mobile is a direct competitor of
TTSL in a number of telecom circles across the country.
Tata Teleservices is part of the INR Rs. 2,51,543 Crore (US$ 62.5 billion) Tata
Group, that has over 87 companies, over 330,000 employees and more than 2.8
million shareholders. With a committed investment of INR 36,000 Crore (USD
$7.5 billion) in Telecom (FY 2006), the Group has a presence across the telecom
value chain.
Tata Teleservices spearheads the Group’s presence in the telecom sector.
Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile
services in India with the Andhra Pradesh circle.
The company acquired Hughes Telecom (India) Limited [now renamed Tata
Teleservices (Maharashtra) Limited] in December 2002. With a total
Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India
presence spread across 20 circles that includes Andhra Pradesh, Chennai,
Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East,
Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal
Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya
Pradesh and West Bengal.
Having pioneered the CDMA 3G1x technology platform in India, Tata
Teleservices has established 3G ready telecom infrastructure. It partnered with
Motorola, Ericsson, Lucent and ECI Telecom for the deployment of its
telecom network.

46

The company is the market leader in the fixed wireless telephony market with a
total customer base of over 3.8 million.
Tata Teleservices’ bouquet of telephony services includes Mobile services,
Wireless Desktop Phones, Public Booth Telephony and Wireline services. Other
services include value added services like voice portal, roaming, post-paid
Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB
Modem, data cards, calling card services and enterprise services.
Some of the other products launched by the company include prepaid wireless
desktop phones, public phone booths, new mobile handsets and new voice &
data services such as BREW games, Voice Portal, picture messaging, polyphonic
ring tones, interactive applications like news, cricket, astrology, etc.
Tata Indicom "Non Stop Mobile" allows pre-paid cellular customers to receive
free incoming calls.
Tata Teleservices Limited along with Tata Teleservices (Maharashtra) Limited
have a subscriber base of 28 million customers in more than 5,000 towns. Tata
Teleservices has also acquired GSM licenses for specific circles in India.
Tata Telelservices is an unlisted entity. Tata Group and group firms own about
80 percent of the company, while investor C. Sivasankaran holds 8 percent.
Tata Indicom in March 2008, crossed the 24 million subscribers mark in the
wireless category with an overall subscriber base of over 25 million.
It has a current subscriber base of 24.3 million and a 9.33% cumulative market
share. Tata Indicom continues to register the highest CAGR at 113% in the
wireless segment with a net base of 12.8 million against a starting base of 11.8
million.
(All figures based on March 2008. Figures Available on AUSPI website)
Tata Teleservices is no. 2 slot in terms of Market Share in Delhi NCR region
with a subscriber base of 3 million.
Value Added Services
Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal
on Tata Indicom BREW-enabled mobile phones, in Hindi. This service has
applications, pricing details, downloads and browsing instructions in Hindi. The

47

rationale behind this was simple: - 66% of all Indians speak Hindi, while less
than 5% understand English.
Under its VAS bouquet, TTSL offers services such as News, Games,Faith and
Prayers, Ringtones, Fun Shows, Video Zone, Song Download Express, Cricket,
Internet Surfing, Astrology, Mobile Office, and Remo Mail among others. The
quality of these services however is nowhere near the data services provided by
cellular operators in developed countries.
Tata Indicom plans to provide m-commerce, mobile advertising, mobile TV
and social networking under its VAS offerings

AIRCEL
Aircel is a mobile phone service provider in India. It offers both prepaid and
postpaid GSM cellular phone coverage throughout Kerala, Tamil Nadu
(including Chennai), Andhra Pradesh, Assam, North East India, Orissa, West
Bengal (including Kolkata), Jammu and Kashmir, Bihar , Himachal Pradesh &
Mumbai. Aircel was founded by NRI businessman C Sivasankaran. [1] Aircel is
a joint venture between Maxis Communications Berhad of Malaysia and Apollo
Hospital Enterprise Ltd of India. It is India’s seventh largest GSM mobile
service provider with a subscriber base of over 17 million. It has a market share
of 6.3% among the GSM operators in the country. As on date, Aircel is present
in 11 telecom circles (Assam, Bihar, Himachal Pradesh, Jammu &
Kashmir,Kerala, North East, Orissa, Tamil Nadu, Karnataka, West Bengal,
Delhi) and with licences secured for the remaining 10 of the 23 telecom circles,
the company plans to become a pan-India operator by 2009. Additionally, Aircel
has also obtained permission from Department of Telecommunications (DoT) to
provide International Long Distance (ILD) and National Long Distance (NLD)
telephony services. It is also a category A ISP.
Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified
company. ABS is a registered member of WiMAX forum – both in the Indian
and International Chapters. ABS’ product range includes enterprise solutions
such as Multi Protocol Label Switching Virtual Private Networks (MPLS

48

VPNs), Voice over Internet Protocol (VoIP) and Managed Video Services on
wireless platform including WiMAX.
Aircel has won many awards for its services. Aircel got the highest rating for
overall customer satisfaction and network quality in 2006 by Voice and Data.
Aircel was rated as the top mid-size utility company in Business World’s ‘List of
Best Mid-Size Companies’ in 2007. Moreover, Aircel has been selected as the
best regional operator in 2008 by Tele.net. Aircel is headed by shahid mustafa
who was asked to leave Hutchinson Essar Ltd - Mumbai.
Aircel are one of the sponsors of the Indian Premier League Cricket Team
Chennai Super Kings captained by Mahendra Singh Dhoni.It is also the sponsor
for Professional Golf Tour of India from 2009 onwards.
COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking up the
bulk of the high usage premium clients. This is a very competitive industry with
the two companies differentiating either on value-added services or price. Airtel
is perceived as the high quality provider and has a premium image. Essar, on the
other hand, is perceived as the lower end service provider. Airtel positions itself
as the market leader on the basis of the number of subscribers. Essar is trying to
counter this by emphasizing on the reach of its network and the quality of its
service. However, Essar is somewhat not been very successful largely due to the
inconsistency in advertising
To promote themselves, both the players have been dependent on tactical
advertising However, they have restrained from using comparative advertising
Hoardings have been a very popular medium for carrying the advertisements
Airtel has also been advertising on television using the Bharti Telecom name.

SALES DEPARTMENT AND STRATEGY
A. Major Accounts (Direct Channel)
Handles corporate (named and famed) accounts
Forecasting of sales
Mapping the accounts
Providing after sales support to the subscribers.

49

Maintaining call reports for records.
Providing Feedback to the marketing department regarding the requirement of
the market.
B. IDC (indirect Channel)
Handling distribution
Maintaining records and level check of the channel partner
Liaisoning between the channel partner and the company.
Target achievement Training the executives of the channel
C. Distribution Support
1. Logistics
Monitor handset and SIM card requirements of channel partners and co-ordinate
with stores
Settle areas of concerns such as incentive claims of channel partners
2. Rental
Provide cellular services (SIM cards) on rent.
Provide cellular phones on rent
Useful for people visiting Delhi for a short interval.
3. Telesales
Call customers and generate sales lead.
Follow up with the customers, if they need any assistance
Pass on the sales lead to the channel department.

4. Audit
Consultant to the AirTel showrooms.
Monitor the operations at the AirTel distribution outlets Organize training.
5. Retail
Locate shops to open retail counters.
Monitor the retail counters.

MARKET SEGMENTATION

50

Segmentation is beneficial because of better predictability of the target consumer
group, minimization of risk exposure, better ability to fine-tune a product /
service to the requirement of target buyer and the resultant ease in designing a
proper designing marketing mix strategy In this case segmentation is on the bade
of income.
In evaluating different market segments the company looks at two factors The

overall attractiveness of the segments and the company's objectives & resources

The present market for Cellular phones, pagers and conventional phones is as

follows

Premium Middle Economy
Upper Lower Upper Lower Upper Lower
Cellular Phones X X X - - -
Pager X X X X - -
Conventional X X X X X -
Phones

X Market Segment Targeted

Create product Maximize market share Maximize profits whole

defending market share
awareness and trial

MARKETING OBJECTIVES AND STRATEGIES

51

Product Offer a basic Offer value added Increase in
product/ service. services number of value
added services.

Price Charge cost- plus Price to penetrate Price to match or
market best competitors

Distribution Build selective Build Intensive Build more
distribution distribution. intensive
distribution.

Advertising Build product Build awareness Stress brand
awareness among and interest in the differences and
early adopters mass market benefits.
and dealers.

Sales Promotion Use heavy sales Increase to build Increase to
promotion to and maintain encourage brand-
entice people to relationships with switching.
subscribe. customer.

52

MARKETING STRATEGIESADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service,
Airtel. Besides print advertising, the company had put up large no of hoardings
and kiosks in and around Delhi.
The objective behind designing a promotion campaign for the ‘Airtel’ services is
to promote the brand awareness and to build brand preferences.
It is trying to set up a thematic campaign to build stronger brand equity for
Airtel. Since the cellular phone category itself is too restricted, also the fact that
a Cellular phone is a high involvement product, price doesn't qualify as an
effective differentiator. The image of the service provider counts a great deal.
Given the Cell phone category, it is the network efficiency and the quality of
service that becomes important. What now the buyer is looking at is to get the
optimum price-performance package. This also serves as an effective
differentiator
Brand awareness is spread through the' campaigns and brand preference through
brand stature. Airtel's campaign in the capital began with a series of 'teaser'
hoardings across the city,' bearing just the company's name and without
explaining what Airtel was. In the next phase the campaign associated Airtel
with Cellular only thereafter was the Bharti Cellular connection brought up.
Vans with Airtel logos roamed the city, handing out brochures about the
company and its
services to all consumers. About 50,000 direct callers were sent out. When the
name was well entrenched in the Delhiites’s mind, the Airtel campaign began to
focus on the utility of Cell phone.
In the first four months alone Airtei's advertisement spend exceeded Rs. 4
crores.As of today the awareness level Is 60% unaided. This implies that if
potential or knowledgeable consumers are asked to name a Cellular phone
service provider that is on the top of his/her mind 60% of them would name
Airtel. As for aided it -is 100% (by giving clues and hints etc.).

53

Brand strength of a product or the health of a brand is measured by the
percentage score of the brand on the above aided and the unaided tests. The
figures show that Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan
with due regard to Its competitor. Airtel's campaign strategy is designed keeping
in mind its marketing strategy. The tone, tenor and the stance of the visual ads
are designed to convey the image of a market leader in terms of its market share.
It tries to portray the image of being a "first mover every time" and that of a
"market leader".
The status of the product in terms of its life cycle has just reached the maturity
stage in India. It is still on the rising part of the product life cycle curve in the
maturity stage.
The diagram on the left hand side shows the percentage of the users classified
into heavy, medium and low categories. The right hand side shows the revenue
share earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its
heavy users the most and constantly indulges in service innovation. But, since
heavy users comprise only 15 - 20% of the population the other segment cannot
be neglected.
The population which has just realized the importance of cellular phones has to
be roped in. It is for this reason that the service provider offers a plethora of
incentives and discounts.
Concerts like the "Freedom concert" are being organized by Airtel in order to
promote sales.
The media channel is chosen with economy in mind. The target segment is not
very concrete but, there is an attempt to focus on those who can afford. The
print advertisements and hoarding are placed in those strategic areas which most
likely to catch the attention of those who need a cellular phone. The product
promise (which might cost different 1 higher) is an important variable in
determining the target audience.
Besides this, other promotional strategies that Airtel has adopted are.

54

(i) People who have booked Airtel services have been treated to exclusive
premiers of blockbuster movies. Airtel has tied up with Lufthansa to offer
customer bonus miles on the German airlines frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements,
promotional advertise-ments, attacking advertisements and tactical
advertisements

DISTRIBUTION

Company

Franchisee Distributor

Dealers
Dealer

Customer
Customer

The-company whose operations are concentrated in and around Delhi. It 27
Franchisees and 15 Distributors- They also have 8 'instant access cash card
counters- Each franchises or distributor can have any number of dealers under
him as long as the person is approved by the Airtel authority. Each franchise has
to invest Rupees Ten Lakhs. To obtain a franchise and should employ an officer
recruited by Airtel. This person acts as a liaison between the company and the
franchises. The franchises can it any number of dealers as long as their
territories do not overlap. But unfortunately Airtel has not been very successful
in controlling territorial overlaps of dealers.

55

Promotional strategy. For this the Company contributes 75% of the money and
the franchise contributes 25% of the money. The dealers under the franchisee
receive the same commission. The franchises and the dealer obtain the feedback
from the customers and they are sent through the liaison officer on a day-to-day
basis to Airtel. The dealer has to invest Rupees. OneLakh as an initial
investment. The dealers of Airtel are not allowed to provide any other operators'
service.
Target set for distributors and the dealers is 100 -150 activations per month.
Hence the dealers can also go for their own promotions like banners and
discounts on festivals etc. The dealer provides service promptly. The consumer
on providing the bill of purchase for the handset and proof of residence has only
to wait an hour before getting connected. The staffs of the dealers and the
franchisees are provided training by the Airtel personnel
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be
in touch, always, but also gets a host of benefits that let him/her manage his/her
time like never before.
An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM
card) - that is the key to operating his/her cellular phone. His card activates
Airtel cellular services and contains a complete micro-computer chip with
memory to enable one to enjoy one's cellular phone thoroughly. Each SIM card
contains a PIN code (Personal Identity Number) which may be entered by one.
Just plug your SIM card into your cellular phone, enter the PIN code and it
becomes 'your' personal phone'.

PRODUCT LIFE CYCLE
The pattern of cell phone subscriber growth observed elsewhere in the world
reveals that the growth in the market is initially slow followed by a sharp
acceleration, but so far that has not happened in India. As far as the Product Life
Cycle is concerned. Indians are at the beginning of the maturity stage.

56

INTRODUCTION GROWTH MATURITY DECLINE

ACHIEVEMENT OF THE COMPANY

1-Hall of Fame Award form Airtel March 2008
2-Mission Impossible Award form Airtel March 2008
3-Star Associates Award form Airtel 2008

4-Certificates of Recognisations form Idea

5-May 2007 GE Money Examplary Contribution and Exceptional Performance
6-Certificate of Excellence 2005.
7 Star Associate Award -2005( Airtel) for highest collection in Delhi circle.
8- Achievers Club Award - 2003(Bharti Growing Together Award-2005( Bharti
Airtel Ltd.).
9-Arc Award-2005 (Airtel) retail
10-Achievers Club Award - 2004(Bharti Airtel Ltd.) in Switzerland
11-Achievers Club Award - 2003(Bha

57

12-Airtel Ltd.) in Australia.
13-Achievers Club Award - 2002(Bharti Airtel Ltd.) in South Africa
14-Hall of Fame Award -2000 (Airtel) in Dubai.
15-Hall of Fame Award -2000 (Airtel) in Dubai.
16-Grand Masters Club -2001(Airtel) in Thailand.
17-Certificate of Appreciation, Nokia in Thailand.

REMARKABLE ACHIEVEMENT BY AIRTEL
India's biggest mobile phone firm earns certification to ISO/IEC 27001
India's largest mobile phone firm, Bharti Airtel, has been awarded certification to
ISO/IEC 27001 Information security mangagement by BSI in India. Certification
covers 300 locations spread over the entire country.
For Bharti Airtel, information is critical. Certification to ISO/IEC 27001 helps
manage and protect valuable information assets, defining requirements for an
Information Security Management System (ISMS), to help ensure adequate and
proportionate security controls are in place.
ISO/IEC 27001 can be invaluable for organizations managing information on
behalf of others: it can be used to assure customers that their information is being
protected.
Bharti Airtel has almost 2,500 computer servers handling around 2,500 terabytes
of data. This certification will help the company become India's most trusted
brand by 2010.
"As we expand beyond traditional voice-based services to areas such as mobile
commerce, ISO/IEC 27001 will play a critical role," says Jai Menon, director
customer service and technology of Bharti Airtel. "Apart from securing digital
data, we are also including physical data security as part of this initiative."
The organization began rolling out a comprehensive information security policy
in
2003 and earned its first certification two years ago.
"We will need to sustain this initiative through continued compliance," Menon
adds. "While it took tremendous involvement from the entire organization to

58

achieve this feat, what makes it extra special is the sheer extent of its scope,
which encompassed all the strategic business units of Bharti Airtel, comprising
all the circles of mobile services and all the hubs of both, Telemedia Services
and Enterprise Services."
The scope also includes all Data Centres, network zones, landing stations, switch
locations and Airtel Centre.
To date, Bharti Airtel has been awarded 29 ISO/IEC 27001:2005 certificates by
BSI. Based on the International Register of ISMS Certificates, this represents the
largest number of ISO/IEC 27001:2005 certificates awarded to any single
company in India across all sectors.

General Achievements & Milestones :-
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 102,367,881 GSM mobile
and 2,827,881 broadband & telephone (fixed line) customers (Status as at month
ended June 30, 2009 ). Globally, Bharti Airtel is the 3rd largest in-country
mobile operator by subscriber base, behind China Mobile and China Unicom.
Has completed 100% verification of its subscribers and in the process
disconnected three lakh (300,000) subscribers In addition to telecom services,
Airtel also recently acquired a 4-star luxury 124-bedroom hotel in Seychelles,
called Le Meridian Barbarons Beach Hotel . In India, the company has a 24.6%
share of the wireless services market, followed by 17.7% for Reliance
Communications and 17.4% for Vodafone Essar.

Bharti Airtel is now connecting India to Europe under its Europe India gateway
[EIG]project. The company is building 15,000 km 3.84 Terabit OFC sub-marine
cable system connecting Europe [London] to India via the Middle East. The
project is expected to cost $700 million, which is to be completed by 2010..

Sunil Bharti Mittal, the CMD of Airtel,has been conferred one of the highest
civilian award – Padma Bhushan.

59

Bharti Airtel Ltd. Share Market Position

BSE | NSE

BHARTIARTL Group (A) BSE data
397.25 -0.70 -0.18%
08 Nov, 15:50:39
Volume 338,958
Prev Close 397.95
Day's H/L (Rs) 402.00 - 394.85
52wk H/L (Rs) 444.70 - 304.00
Mkt Cap (Rs Cr) 150,855.69
04 Nov
Report card
Attribute Value Date
PE ratio 19.58 04/11/11
EPS (Rs) 20.32 Mar, 11
Sales (Rs crore) 10,164.50 Sep, 11
Face Value (Rs) 5
Net profit margin (%) 20.21 Mar, 11
Last dividend (%) 20 05/05/11
Return on average equity 17.6 Mar, 11
MFs invested in this company
Scheme % of asset size
Goldman Sachs Infrastructure Exchange Traded Scheme - Growth 16.17
Birla Sun Life New Millenium Fund - Growth 13.73
Birla Sun Life New Millenium Fund - Dividend 13.73
DSP BlackRock Technology.com - Growth 12.29
DSP BlackRock Technology.com - Dividend 12.29

Announcements

04 Nov Quarterly Report for Q2

04 Nov Results Press Release

04 Nov Announces Q2 results

04 Oct Disclosures under Reg.13(6) of SEBI (Prohibition of Insider Trading)

60

Regulations, 1992

26 Sep Disclosures under Reg.13(6) of SEBI (Prohibition of Insider Trading)
Regulations, 1992

26 Sep Disclosures under Reg.13(4), 13(4A) of SEBI (Prohibition of Insider
Trading) Regulations, 1992

Regulations, 1992

21 Sep Disclosures under Reg.13(4), 13(4A) of SEBI (Prohibition of Insider
Trading) Regulations, 1992

Regulations, 1992

Regulations, 1992

Balance sheet
Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07
Sources of funds
Owner's fund
Equity share capital 1,898.80 1,898.77 1,898.24 1,897.91 1,895.93
Share application money 278.60 186.09 116.22 57.63 30.00
Preference share capital - - - - -
Reserves & surplus 41,932.10 34,650.19 25,627.38 18,283.82 9,515.21
Loan funds
Secured loans 17.10 39.43 51.73 52.42 266.45
Unsecured loans 11,880.40 4,999.49 7,661.92 6,517.92 5,044.36
Total 56,007.00 41,773.97 35,355.48 26,809.71 16,751.95
Uses of funds
Fixed assets
Gross block 61,437.50 44,212.53 37,266.70 28,115.65 26,509.93
Less : revaluation reserve 2.10 2.13 2.13 2.13 2.13
Less : accumulated depreciation 20,736.70 16,187.56 12,253.34 9,085.00 7,204.30
Net block 40,698.70 28,022.84 25,011.23 19,028.52 19,303.51
Capital work-in-progress 6,497.60 1,594.74 2,566.67 2,751.08 2,375.82
Investments 11,813.00 15,773.32 11,777.76 10,952.85 705.82

61

Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07
Net current assets
Current assets, loans & advances 13,730.10 9,225.08 10,466.63 8,439.38 5,406.81
Less : current liabilities &
16,732.40 12,842.00 14,466.89 14,362.33 11,042.67
provisions
Total net current assets -3,002.30 -3,616.92 -4,000.26 -5,922.95 -5,635.86
Miscellaneous expenses not
- - 0.09 0.20 2.66
written
Total 56,007.00 41,773.97 35,355.48 26,809.71 16,751.95
Notes:
Book value of unquoted
11,708.00 11,619.95 9,898.56 9,379.62 580.43
investments
Market value of quoted
105.10 4,216.67 1,887.76 1,574.29 125.85
investments
Contingent liabilities 49,771.40 3,921.50 4,104.25 7,140.59 7,615.04
Number of equity
37975.30 37975.30 18982.40 18979.07 18959.34
sharesoutstanding (Lacs)

NATIONAL AND INTERNATIONAL IMAGE OF AIRTEL
Name Bharti Airtel Limited. Business Description Provides mobile, broadband
& telephone (fixed line) and enterprise services (carriers & services to corporate)
Established 07, 1995, as a Public Limited Company Proportionate Revenue Rs.
369,615 million (year ended March 31, 2009-Audited) Rs. 270,250 million (year
ended March 31, 2008-Audited) As per Indian GAAP Accounts Proportionate
EBITDA Rs. 151,678 million (year ended March 31, 2009 - Audited) Rs.
113,715 million (year ended March 31, 2008 - Audited) As per Indian GAAP
Accounts Shares in Issue 1,898,373,280 as at June 30, 2009 Listings Stock
Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)

62

Customer Base 102,367,881 GSM mobile and 2,827,881 Telemedia Customers
(status as on June 30, 2009) Operational Network Provides GSM mobile services
in all the 22 telecom circles in India, and was the first private operator to have an
all India presence. Provides broadband (DSL) and telephone services (fixed line)
in 95 cities in India. Registered Office Bharti Airtel Limited (A Bharti
Enterprise) Qutab Ambience (at Qutab Minar), Mehrauli Road, New Delhi - 110
030 Tel. No.: +91 11 4166 6000, +91 11 4166 6011

Airtel Bangladesh crosses milestone of 5 million customers
1-Be mes the fastest growing mobile services operator in the country co
2-Adds 160 new towns in last 6 months as part of network expansion drive,
establishing its reach in over 2100 towns pan Bangladesh
3-Rolls out 466 BTS sites across the country in 6 months timeframe
4-Targets to achieve 72% population coverage by December 2011
5-To setup 600 Airtel Service Centres in Bangladesh by March 2012
Dhaka, June 25, 2011: Bharti Airtel, a leading global telecommunications
company with operations in 19 countries across Asia and Africa, today
announced that it has crossed the 5 million customers mark in Bangladesh -
becoming the fastest growing mobile services operator in the country. With this,
Airtel Bangladesh will continue to strengthen its network reach in the country
and stay committed towards
contributing to the growth of telecom in Bangladesh through affordable services.
In January 2010, Bharti had acquired 70 percent stake in Warid Telecom and
subsequently launched brand Airtel in Bangladesh in December 2010.
“Airtel’s remarkable journey to 5 million customers in Bangladesh is a testament
to the vision and commitment of a company that benchmarks itself with the best
in the world. We dedicate this achievement to our customers, partners and other
key stakeholders for their constant support. This milestone reiterates the strong
growth being experienced by the telecom sector in Bangladesh and we at Airtel
are delighted to be at the forefront of this revolution”, said Atul Bindal,
President, Mobile

63

Airtel Bangladesh also announced that it has added 160 new towns to its network
spread, which now penetrates to a total of 2100 plus towns across the country.
With 2220 BTS sites currently present in Bangladesh, Airtel plans on extending
its coverage to reach 72% of the country’s population by December 2011. With a
target of setting up 600 additional service centres in Bangladesh by March 2012
timeframe, Airtel plans to further strengthen the presence of its support services
for customers
With our 5 million customer landmark achievement, we are delighted to have
made a positive impact on the lives of people in every part of Bangladesh. We
will continue to focus our efforts on offering world class services and
innovations at affordable prices for our customers in Bangladesh – thereby
bringing alive our brand promise of Bhalobashar Tane Pashe Ane”, said Chris
Tobit, CEO and Managing Director, Airtel Bangladesh Ltd.
With a focus towards offering life enriching services for customers, Airtel
Bangladesh recently launched ‘Airtel Live’ WAP portal that offers rich
multimedia content like games, videos and pictures. In addition to 20,000 plus
applications that are currently available on Airtel App Central for customers in
Bangladesh, Airtel currently also offers several other exciting VAS offerings
including ‘Gaan Bolo, Gaan Pao’, cricket caller tunes and classified services
Bharti Airtel Limited is a leading global telecommunications company with
operations in 19 countries across Asia and Africa. The company offers mobile
voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey
telecom solutions for enterprises and national & international long distance
services to carriers.
Bharti Airtel has been ranked among the six best performing technology
companies in the world by BusinessWeek. Bharti Airtel had over 226 million
customers across its operations at the end of May 2011.
Bharti Airtel launches Airtel World SIM for international travelers at the
onset of the travel season
Costs a fraction of international roaming – customers save upto 85 percent on
international calls

64

Offers a single Mobile Number valid across 190 countries - international
travelers spared of the inconvenience of carrying multiple SIMs for different
countries
Airtel World SIM will be initially available to customers in Delhi, followed by
the rest of the country
New Delhi, April 25, 2010: Bharti Airtel, one of Asia’s leading integrated
telecom service providers, announced the launch of Airtel World SIM for
international travelers at the onset of the travel season. Enables outbound
travelers to retain their local number – calls made on Airtel India number are
forwarded on the new Airtel World SIM. It costs a fraction of international
roaming and customers save upto 85 percent on international calls. Airtel World
SIM also offers a single Mobile Number valid across 190 countries -
international travelers spared of the inconvenience of carrying multiple SIMs for
different countries. It will be initially available to Airtel customers in Delhi,
followed by the rest of the country.
Announcing the launch of the service, Mr. Shireesh Joshi, Director-
Marketing, Mobile Services, Bharti Airtel said, “The Airtel World SIM has
been created following in-depth research and customer feedback. Over 10
million Indians travel abroad annually and they are looking for a calling product
that provides them flexibility and convenience at competitive prices. The Airtel
World SIM allows travellers to retain access to incoming calls on their India
number, their local-SIM contacts and seamless connectivity in 190 countries. All
this at tariffs that are a fraction of international roaming rates, offering savings
upto 85%.”

FUTURE PROSPECTS OF AIRTEL
Bharti Airtel Announces Strategic Organisation Changes For Future

1- Creates International Business Group for enhanced focus on
international expansion beyond India and South Asia

65

2- 2- Manoj Kohli to head the International Business Group and lead
Airtel’s global foray as CEO (International) & Joint MD
3- Sanjay Kapoor promoted to CEO, Bharti Airtel (India and South Asia) to
consolidate Airtel’s leadership position
New Delhi, January 13, 2010 : Bharti Airtel Limited, one of Asia’s leading
telecom services provider, today announced strategic organizational changes w
ith the objective to enhance its focus on expanding operations to international
markets beyond India and South Asia and further consolidate its leadership
position in India.
The company announced the creation of a new, empowered and dedicated
International Business Group that will be responsible for expanding the
company’s operations beyond India and South Asia region. Manoj Kohli, who is
currently the CEO (India and South Asia) & Joint MD of the company, will head
the International Business Group as CEO (International) & Joint MD and will
continue to be a member of the Bharti Airtel Board. The International Business
Group will comprise a team of seasoned and experienced professionals,
including from within the Bharti group, from areas such as Business
Development, Networks & IT, SCM, Project and Performance Excellence,
Brand and Customer Experience.
Sanjay Kapoor, currently the Deputy CEO of the company, will be elevated to
the position of CEO (India and South Asia), Bharti Airtel. Sanjay would have
end-to-end responsibility of leading India and South Asia businesses of Bharti
Airtel and will drive growth and business synergies in Mobile Services,
Telemedia Services, Enterprise Services and DTH. He will lead Bharti Airtel
towards strengthening its position as a benchmark in innovative practices, brand
leadership, operational efficiency, customer value and leadership depth.
Mr. Sunil Bharti Mittal, Chairman & Managing Director, Bharti Airtel
said, “The next phase of our journey is set to be another game changer –
requiring superior thrust and focused leadership.
We continue to win in the Indian telecom market, which is going through a
phase of hyper competition. At the same time, we will be developing

66

Project report on consumer behaviour of Airtel

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