This document discusses the rural marketing strategies of various telecom companies in India with a focus on Tata Indicom. It provides an overview of the key players in the Indian telecom market including Reliance Infocom, Bharat Sanchar Nigam Limited (BSNL), and Tata Indicom. The document analyzes the rural marketing position and strategies of these companies. It aims to study the impact of rural penetration on Tata Indicom's strategies with the goal of increasing their rural market and designing innovative rural marketing approaches.
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Tata indicom project
1. To analyze the effect of rural predication on strategy of private
Telecom companies mainly mobile & walky with special
emphasis Tata Indicom.
BY
MR. BIPLAB DEBNATH.
( Roll No :- 510815784 )
UNDER
Sikkim Manipal University of Health, Medical and
Technological
Sciences. Distance Education Wing
Syndicate House, Manipal – 576104
2. Annexure A
University Centre Address & Code No :
MEDIA INFOTECH
( An ISO 9001:2000 Certified Organisation )
4, Indroloke, H.B. Town , SODEPUR KOLKATA = 110
Centre Code Code No. 892
TITLE OF THE PROJECT
To analyze the effect of rural predication on strategy of private
Telecome companies mainly mobile & walky with special
emphasis Tata Indicom.
BY
MR. BIPLAB DEBNATH.
A Project report submitted in partial fulfillment of the requirement
for
Masters of Business Administration
Of Sikkim Manipal University , INDIA
Sikkim Manipal University of Health, Medical and Technological
Sciences. Distance Education Wing
Syndicate House, Manipal – 576104
3. Annexure B ( Student’s declaration )
I hereby declare that the Project report entitled
To analyze the effect of rural predication on strategy of private
Telecome companies mainly mobile & walky with special
emphasis Tata Indicom.
Submitted in partial fulfillment of the requirements for the
degree of
Masters of Business Administration
To Sikkim – Manipal University, India, is my original work
and not submitted for the award of any other degree,
diploma , fellowship or any other similar title or prizes.
Place: Kolakta BIPLAB DEBNATH
Date : 15.12.2009 Reg. No. 510815784
4. Annexure c
The Project report of
Mr. BIPLAB DEBNATH
To analyze the effect of rural predication on strategy of private
Telecome companies mainly mobile & walky with special
emphasis Tata Indicom.
Is approved and is acceptable in quality and form.
Internal Examiner External Examiner
Name : Name:
Qualification : Qualification :
Designation :
5. Annexure D
This is to certify that the project report entiled
To analyze the effect of rural predication on strategy of private
Telecome companies mainly mobile & walky with special
emphasis Tata Indicom.
Submitted in partial fulfillment of the requirements for the
degree of
Masters of Business Administration
Of
Sikkim Manipal University of Health , Medical and
Technological Science
Mr. BIPLABDEBNATH
Has worked under my supervision and guidance and that no
part of this report has been submitted for the award of any
other Degree, Diploma , Fellowship or other similar tiles or
prizes and that the work has not been published in any
journal or Magazine.
Certified
Reg. No. ( Guide’s Name and Qualification)
6. Acknowledgement
Several people gave valuable assistance to me for this project. I acknowledge my
indebtedness & deep sense of gratitude for the encouragement & support given by
Mr., TAMAL SEN GUPA who is the guide of my project. I offer my heartfelt thanks to
sir who in spite of his busy schedule offered his expert advice & critical suggestions
without which this could not have taken its present shape. My heartfelt thanks to Mr.
Agradoot Bhaduri, coordinator, faculty Sikkim Manipal University for giving me an
opportunity in real life to apply the knowledge gained through books, I am equally
thankful to Mr. Nilaj Mahalanavis (General Manager, Consumer Market, Business
Unit Tata Indicom, and Kolkata. ), For providing valuable material, which has been
included in the annexure of the present project & giving me the latest information in
these fields.
I also offer my heartfelt thanks to Mr.Prakishit Banerjee(Sales Head Tata
Indicom ) ,Anirban Hazara( Area Manager Tata Indicom ),Samrat Raha( Area
Manager Tata Indicom). Ayan Bhattacharjee ( Senior Executive Tata
Indicom ),Syed Tajjuddin( Senior Executive Tata Indicom),Suman Saha(Sales
Executive Tata Indicom)
I’m also grateful to: Mr.Tapas Patra.
For giving their expert advice & critical suggestion without which this work could not
have taken its present shape.
This project report is dedicated to my Family . without their co- operations,
encouragement & support it is not me to do it. They & co-operate me during the study
of this subject in every stages.
Mr. BIPLAB DEBNATH
Reg No : 510815784
7.
8. PROJECT CONTENT
Index Page No.
PREFACE 1
INTRODUCTION 4
MARKET SCENARIO 5
INDUSTRIAL ANALYSIS 24
PROJECT OBJECTIVE 71
RESEARCH METHOD
ANALYSIS & FINDINGS
FURTHER RESEARCH SCOPE
CONCLUSION
RECOMMENDATION
APPENDIX
BIBLIOGRAPHY
(This project report contains pages i/c cover pages)
9. Preface
The project is for the partial fulfillment of the academic importance of the course of the
“MBA”. Basically, every management course must be compiled with theoretical &
practical approaches. The project being done, as a regular management trainee Tata
Indicom which is the best telecom service provider as in our country.
What is project?
According to Ralph Currier Davis a project is “any undertaking that has definite, final
objectives representing specified values to be used in the satisfaction of some need
or desire”.
A project consists of a combination of organizational resources pulled together to
create something that did not previously exist & that will provide performance
capability in the design & execution of organizational strategies.
Projects have is a sequence of tasks with a beginning & an end that are bounded by
time, resource & desired results. This means that a project has a specific, desired
outcome, a deadline or target date when the must be done, & a budget that limits the
amount of people, supplies, & money but a temporary endeavor.
“NO project is to not be taken seriously.”
As project by an Intel manager.
Project Management is the process of combining system, techniques, & people to
complete a project with in established goals of time, budget & quality.
Good project management saves money. And providing effective control of expensive
resources (people, money, equipment ) involved in projects helps not only the bottom
line but also the “goals” when they need to be delivered.
1
10. Formal project management emerged in the late 1950s. Much of the early theory of
project management was developed by military organizations working with defense
contractors who were involved in supplying large, complex systems to military
services.
Its beginnings are also found in the construction industry & in the engineering
discipline. The use of task forces & other organizational teams contributed to the
emergence of project management as an emerging management philosophy &
process for the integration of ad –hoc activities in organizations.
Projects became characterized by a distinct life cycle & a management system, which
provide for a formal & staff organizational design.
As project management matures, specialized planning, organization, motivation,
leadership, & control techniques emerged to support the management of ad – hoc
activities from a focal point in the organizational structure.
Professional societies, such as the project Management Institute (PMI), developed, to
“transfer” the technology of project management. These societies greatly aided the
growing, maturation of the theory & practice of project management.
Today, project management is recognized as having a rightful place management
discipline. Project management is practiced, to some degree, in all business,
industries & in educational, military, government, & ecclesiastical organizations- &
even in our personal lives.
A body of knowledge (BOK) has been developed to describe the art & contempory
organizations are managed.
Project management techniques & processes manage projects. PMI defines project
management as “ the art of directing & co-ordination of human & material resources
through the life of a project by using modern management techniques to achieve
predetermined objectives of scope, cost, time, quality & participant satisfaction.”
2
11. In this project my main objective was to measure
The present status of Telecom service in rural market.
To understand the consumer perception towards the service in rural area.
To analyze the environmental factors in rural market.
To analyze the scope quality in movement Telecom service in rural area
To investigate the Tata Indicom customer satisfaction of the subscriber / in
rural ,market.
To analyses the Telecom service in reference to display & display classified
advertisement,
To study of determine the Rural marketing position strategy.
To increase & design rural market. Innovative ways.
By doing this project I will analyze the current position of the Telecom service under
the following heads which have already discussed in the above, by help of some
techniques
Such as:
Test of hypothesis
SWOT analysis
We will try to frame the proper plans of actions, which include the vital information’s
for the company.
3
12. INTRODUCTION
As par as norms of the Sikim Manipal University thru final Semester students of MBA
must submit a Project Report for the partial fulfillment of their Degree. By completing
the project work we can relate our theoretical study with the practical implication and
as well as gaining some practical knowledge and gain some idea about how an
organization’s different departments works together to fulfill the ultimate objective of
all Business House – Marketing.
Our Project will cover four main aspects namely----
1) Market survey & Analysis
2) Point of view of the person who is doing the project & company’s point of view
3) Marketing Procedure of TATA=Indicom Pros & com
4) Developing Solutions
The point of view of the person who is doing the project
Doing a complete project is essential part in MBA course. Basically which things we
learn in our MBA course; by doing a project we can get the test practically. Not only
that we can get an experience from a project, like contact to the customer, how to
make potential customer, how to develop the business. Main thing is that how to
apply those things in our course, which will be helpful in our future work fields.
The company point of view
To give the permission to do a project has particular interest of the company. Not only
that, as the project is a research work so that the company gets valuable information.
So it will help the Mkt Div. Of the company for its future rural market development.
And developing pro functions.
Marketing Procedure of TATA INDICOM
As the Bench Mark in the sector of Telecommunication, TATA INDICOM has
achieved significant position through out INDIA.
4
13. MARKET STRATEGY
A through study of Tata Indicom and It is competitor like Hutch , Airtel, Reliance and
Bsnl is the best method to make a frame work on marketing policy, in this chapter we
will try to discuss the marketing position of individual operator.
About Reliance Infocom
Reliance Infocomis the outcome of the visionary Dhirubhar Ambani’s
( 1932-2002 ) dram to herald a digital revolution in India by bringing affordable means
of information and communication to the doorsteps of India’s vast population.
“Make the tools of Infocom available to people at an affordable cost, they will
overcome the handicaps of illiteracy and lack of mobility, “ Dhirubhai Amabni chartd
out the mission for Reliance Infocom in late 1999. He was in the potential of
information and communication technology a once – in – a – lifetime opportunity for
India to leapfrog over its historical legacy of backwardness and underdevelopment.
Working at breakneck speed, from late 1999 to 2002 Reliance built the backbone for
a digital India – 60,000 kilometers of fiber optic backbone, crisscrossing the entire
country .The Reliacne Infocome pan-India network was commissioned on December
28, 2002, the 70th – birth anniversary of Dhirubhai. This day also marked his first birth
anniversary after his demise July – 6, 2002.
Reliance Infocom network is a pan India, high capacity, integrated ( wireless and wire
line ) and convergent ( voice, data and video ) digital network, designed to offer
services that span the entire Infocom value chain-infrastructure, services for
enterprises and individuals, applications and consulting. The network is designed to
deliver services that will foster a new way of life for a New India.
Reliacne in India’s 2nd largest mobile service provider with over 9 million subscribers
as on may 2006. Reliacne India Mobile ( RIM ) , its mobile service was commercially
launched on May 1, 2003 and become the 2nd larges mobile service in
Seven months. RIM is now available to over 5000 cities and towns by the end of
financial year 2005- 06’ .
5
14. Within a short span of one year, RIM has earned many accolades. RIM voted “ India’s
most trusted Telecom brand “ by AC Nielsen Survey for brand Equity – The Economic
times , 2003.
The “Monsoon Hungama “ of July 2003 set a world record in adding one million
mobile subscribers in just 10 days. Nearly 90 per cent of the handsets on RIM
network are data enabled with access to R World suite of hundreds of Java
applications, which is again very unique in the world.
With innovation pricing and attractive multimedia enabled handsets, RIM was
instrumental in marketing mobile phones affordable to common people and increasing
India’s teledensity. Spurred by the innovative offerings from RIM, the total number of
mobile subscribers in India grew from 12 million in January 2003 to 37 million in June
2004, with garnering marketing share of 22 per cent.
Reliance Infocom’s ( an India wireless network runs on CDMA 2000 Ix technology,
which offers superior voice and data experience compared to other competing
technologies .
Gone are the days when you were bound by a particular handset and a certain phone
number. You can now set yourself free with the new Get Started Kit from Reliacne
India Mobile.
Now, you get to decide what handset you want and then choose a RIM phone
number. From a wide array of Gen-next CDMA handset, just select the handset that
suits your style and your budget. Lap it with a RIM prepaid or postpaid number of your
choice. Use the PIN number given in the Get strted Kit card, follow the simple
instructions given on the card to activate your handset and get started.
You can become a prepaid or postpaid subscriber by using the appropriate Get
Started Kit. Reliacne Infocom will offer a complete range of telecom services,
covering mobile and fixed line telephony including broadband, national and
international long distance services, data services and a wide range of value added
services and applications that will enhance productivity of enterprise and individuals.
Reliance India Mobile , the first of Infocom’s initatives awa slauncehe on December
28, 2002, the 70th birthday of the Relaice group founder, Shri Dhirubha H. Ambani.
6
15. This marks the beginning of Reliacne’s dream of ushering in a digital revolution in
India by becoming a major catalyst in improving quality of life and changing the face
of India. It aims to achieve this by putting the power of information and communication
in the hands of the people of India at affordable costs. Relance infocom will extend its
efforts beyond the traditional value chain to develop and deploy telecom solutions for
India’s farmers, business, hospitals, government and public sector organizations.
A dream come true ( Reliance Mobile )
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common
man would have access to affordable means of information and communication.
Dhirubhai, who single-handedly built India’s largest private sector company virtually
from scratch, had stated as early as 1999: “Make the tools of information and
communication available to people at an affordable cost. They will overcome the
handicaps of illiteracy and lack of mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.
This backbone was commissioned on 28 December 2002, the auspicious occasion of
Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wireline) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises
as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionising the way India communicates and
networks, truly bringing about a new way of life.
About Bharat Sanchar Nigam Limited ( BSNL ):-
On October 1,200 the Department of Telecommunication Government of India
become a corporation and was christened Bharat Sacnchar Nigam Limited. ( BSNL ).
Today, BSNL is the No. 1 Telecommunications Company and the largest public
sector undertaking of India with authorized capital of $ 3977 million and net worth of $
14.32 billion. It has a network of over 51 million lines covering more than 5000 towns
with over 40 million telephone connections.
7
With latest digital switching technology like OCB, EWSD, axe – 10, FETEX, NEC
etc. and widespread transmission network including SDH system up to 2.5 gbps,
16. DWDM system up to 80 gbs , web telephoney, DIAS , VPN, broadband and more
than 4000,000 adata customers, BSNL continues to serve this great nation. Its
responsibilities include improvement of the already impeccable services in all villages
and installing confidence among its customers.
BSNL has managed to shoulder these responsibilities remarkably and deftyly. Today
with over 51 million lines capacity, 99.9 % of its exchanges digital, nation wide
network management & surveillance system ( NMSS ) to control telecom traffic and
over 4,00,000 route kms of OFC network, Bharat Sanchar Nigam Limited is a name to
reckon with in the world of connectivity, Along with its vast customer base, BSNL’s
financial and assets bases too are vast and strong. Consider the figures, as they
speak volumes on BSNL’s standing :
The telephone infrastructure alone in worth about Rs. 1,00,0000 core ( US $ 22.74
billion ).
Turnover of Rs . 31,400 crore ( US $ 7.14 billion ).
Add to which , BSNL’ s nationwide coverage and reach, comprehensive range of
telecom services and a penchat for excellence and you have the ingredients for
restructuring India for a bright future . Today , BSNL is most trusted Telecom Brand of
India.
ABOUT AIRTEL
Building Telecom... Building Relationships.
Bharti Airtel Limited , a part of Bharti Enterprises , is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been structured
into two main strategic business groups - the Mobility Leaders business group and the
Infotel Leaders business group. The Mobility business group provides GSM mobile
services across India in twenty three telecom circles, while the Infotel business group
provides broadband & telephone services, long distance services and enterprise
services. All these services are provided under the Airtel brand.
8
17. ABOUT HUTCH
Hutch is the brand name of Hutchison
Hutchison Essar in India
Hutch established its presence in India in 1994 by acquiring the cellular license
for Mumbai. It now has operations in 16 circles accounting for 70% of India's
mobile customer base.
Essar. It established its presence in India in 1994 and was one of the first cellular
providers in the city of Mumbai. Over time it has expanded operations across the
country and is one of the most respected cellular service providers known for
providing world class and innovative services.
Hutchison Essar Limited, with about 18.4 million* customers, is one of the most
reputed telecom companies in India. Over the years, it has been named the
'Most Respected Telecom Company', the 'Best Mobile Service in the country',
and the 'Most Creative and Most Effective Advertiser of the Year'.
Hutchison Telecom is a part of the multinational conglomerate - Hutchison
Whampoa which has its origins dating back to 1828 in Hong Kong. The Group
operates five core businesses in 42 countries across the world, of which,
Hutchison Telecom has been one of the pioneers in mobile multimedia
communication and spans five continents.
To know more about Hutchison Telecom
The Essar Group is one of India's largest corporate houses with interests
spanning the manufacturing and service sectors like Steel, Oil & Gas, Power,
Telecom & BPO, Shipping & Logistics and Engineering & Constructions. The
Group has an asset base of over Rs 20 billion (US$ 4.4 billion) and employs over
4000 people.
ABOUT TATA TELESERVICE LTD
Tata Teleservices is part of the INR 76,929 Crore (US$17.8 billion) Tata
Group, that has over 90 companies, over 220,000 employees and more
than 2.8 million shareholders. With a committed investment of INR 36,000
Crore (US$ 7.5 billion) in Telecom (FY 2006), the Group has a formidable
presence across the telecom value chain.
9
18. 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.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed
Tata Teleservices (Maharashtra) Limited] in December 2002, the company has
swung into expansion mode. Tata Teleservices operates in 20 circles i.e. Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, 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 a robust and reliable telecom infrastructure that ensures quality in its
services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network.
The company, which heralded convergence technologies in the Indian telecom sector,
is today 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, data and calling card 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.
10
19. Tata Indicom redefined the existing prepaid mobile market in India, by unveiling their
new offering – Tata Indicom ‘Non Stop Mobile’ which allows customers to receive
free incoming calls. Recently, India’s fastest and youngest telecom service provider
entered the prestigious Limca Book of Records, by inaugurating 100 True Value
Shoppes nationally on a single day.
Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created
more than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of
its manpower needs.
Today, Tata Teleservices Limited along with its subsidiary Tata Teleservices
(Maharashtra) Limited serves over 13 million customers in over 3100 towns. With an
ambitious rollout plan both within existing circles and across new circles, Tata
Teleservices is offering world-class technology and user-friendly services in 20 circles
11
20. TELECOM SCENARIO
SUMMARY OF MARKET SHARE OF EACH PVT BASIC
OPERATOR
AIRTEL 23.64%
CONNECT 3.72%
Relianc Infocom 6.11%
Rainbow 2.87%
Tata Indicom 63.67%
Airtel Telephohe
Connect
Relianc Infocom
Rainbow
Tata Indicom
This Pie Chart Depends on Sept & Oct 2006
12
30. Telecom scenario
India 4.3 3.6
Population of India
Fixed line
subscribers
Mobile subscribers
107.5
107.5 Crores India’s Population
4.0% Landline Population
3.3% Mobile Population
7.3% have both Landline or mobile phones
92.7% POPULATION HAS NO TELEPHONES
Telecom Scenario
Market growth is fueled by
Internet Boom: More Home PC’s, Demand for Data
services
Higher Mobility:Need to communicate while travelling
in the city, other states
Long Distance Calling: Increased communication
within the country and outside the country.
National Long Distance
International Long Distance
21
31. Telecom scenario
Telecom industry in India is in consolidation stage; Tata, Bharti and Reliance would emerge
as the integrated player offering the entire range of telecom services
Fixed Line Mobile Internet NLD ILD
TATA
Bharti
Relianc
e
Hutch
No Presence Small/Recent Presence Strong Presence
Tata has the widest spread in telecom business today
22
32. Telecom Scenario
Subscriber Base – Key Players
Subscribers in lacs
15.58
16 Fixed Line
14
12
10 8.59
7.7
8
6 World’s
4 Largest
WALKY
2
service
0 Provider
Tata Bharti Reliance
Tata Tele services Largest Private Operator in Fixed Line
23
33. INDUSTRY ANALYSIS
TTSL
Tata Teleservices is part of the INR 76,929 Crore (US$17.8 billion) Tata Group, that
has over 90 companies, over 220,000 employees and more than 2.8 million
shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) in
Telecom (FY 2006), the Group has a formidable 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.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed
Tata Teleservices (Maharashtra) Limited] in December 2002, the company has swung
into expansion mode. Tata Teleservices operates in 20 circles i.e. Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, 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 a robust and reliable telecom infrastructure that ensures quality in its
services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network.
The company, which heralded convergence technologies in the Indian telecom sector,
is today 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, data and calling card 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. .
24
34. Tata Indicom redefined the existing prepaid mobile market in India, by unveiling their
new offering – Tata Indicom ‘Non Stop Mobile’ which allows customers to receive
free incoming calls. Recently, India’s fastest and youngest telecom service provider
entered the prestigious Limca Book of Records, by inaugurating 100 True Value
Shoppes nationally on a single day.
Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created
more than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of
its manpower needs.
Today, Tata Teleservices Limited along with its subsidiary Tata Teleservices
(Maharashtra) Limited serves over 13 million customers in over 3100 towns. With an
ambitious rollout plan both within existing circles and across new circles, Tata
Teleservices is offering world-class technology and user-friendly services in 20
circles.
TTML
Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata Group's
presence in the Indian telecom sector by being the premier telecommunication
service provider, licensed to provide services in Maharashtra (including Mumbai) and
Goa.
TTML's bouquet of telephony services include mobile, fixed wireless phones (FWP),
public telephone booths & wireline services. Its suite of broadband Data Network &
Application services include Leased Lines, DSL, Wi-Fi, Ethernet, Managed Gateway
services & Web Conferencing services.
The company has deployed the latest 3G 1X CDMA technology in the state to offer
wireless communication services like mobile & Fixed Wireless phones to its
customers. This state-of-the-art technology caters to the needs of all market
segments i.e. commercial, residential and PCO, facilitates the company's aim to
provide good network coverage, high voice quality, reliable service and
comprehensive as well as customer-oriented value-added services. TTML, in a very
short span, has also emerged as the market leader in FWP services in Maharashtra
circle.
25
35. Formerly Hughes Tele.com (India) Ltd., the company was renamed to Tata
Teleservices Maharashtra Ltd subsequent to the acquisition of 70.83% equity
shareholding by TATA Group in December 2002. The company's shares are traded
on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE).
VSNL
Brief history of VSNL
The first Submarine Telegraph Cable from U.K. landed in Bombay in 1870, heralding
the era of external telecommunications in India.
The Eastern Telegraph Co. (ETC) of 1872 and the Indian RadioTelegraph Co. (IRT)
of 1927 merged to form the Indian Radio and Cable Communications Co. (IRCC) in
1932.
The H.F. Radio telegraph made its appearance on the scene in 1927, followed by
Radio telephony in 1933.
Consequent to India's Independence in 1947, there were phenomenal developments
in her communication system and technology. The Government of India took over the
IRCC, giving birth to the Overseas Communications Service (OCS), a Government
Department.
The satellite era dawned in 1970. India also had, by 1982, wideband submarine
telephone cable system and Troposcatter system in the external telecommunications
network.
On April 1, 1986, the Videsh Sanchar Nigam Limited (VSNL) - a wholly Government
owned corporation - was born as successor to OCS.
26
36. There were unexpected developments in mobile communications too. Now it is
possible to communicate and do business with people on the move - on land, on the
high seas or in the air, even while you are moving from one place to another. These
developments also made possible safety through communications - during natural
calamities like flood or earthquake or man-made calamities like war, when
conventional systems are thrown out of gear.
Meanwhile, VSNL introduced Internet services in India in the year 1995. The new era
of communications started towards the new millennium.
In February 2002, the Government of India, as per their disinvestments plan, released
25% of VSNL's equity to a strategic partner. Consequently, VSNL was taken over
under the administrative control of TATAs. It is under the Management of TATAs -
India's best known industrial house-that VSNL is now charting its future course.
Tata Group
Contribution Towards India
Serving India for 126 years
126
91 diversified companies
Revenue of over to 67,000 Crores
Revenues equivalent to 2.4% of India's GDP
2.4%
Accounts for about 5.1% of India's exports
5.1%
Trusted by over 2 million shareholders
27
37. TATA Group
An Indian Multinational - 90 Offices in 24 countries
Our Journey So Far
Andhra Pradesh Commenced March 1999; Jam
currently operational in 8 circles mu &
Kash
mir
Punjab
Delhi, Gujarat, Karnataka & TN Launched in
Haryana
D
2002
el
Rajasthan hi
Assa
m
Maharashtra and Goa (Acquired Hughes Bihar
Guj
arat Madhya West
Pradesh Beng
Tele.com) 2002 Maharashtr
Oriss
a
al
a
First to use CDMA for wireless service Andhra
Karnata
Prades
First operator to introduce Push to Talk
h
ka
Existing – 8 circle
service in India
Keral
Tami
a
l
Nad
Launched one of world’s largest mobile u
gaming collection
Connecting over 20 lac customers
28
39. Coverage - CDMA
•CDMA offers one
and half times more
M
coverage than GSM
GS
GS
from a cell site
M
CDM A
•CDMA offers better
in-building coverage
3 .6 k m
5 .1 k m
• What is Postpaid?
– Customer pays for his usage after a bill is generated
– The bill amount can vary depending upon the usage for that
particular month
• What is Prepaid?
– Customer makes advance payment
– Online decrease of balance according to usage
30
32
40. POST PAID & PREPAID DIFFERENCE
POST PAID PREPAID
No need to pay upfront for Needs to pay for his usage
his usage upfront
Monthly bill received No monthly bill received
Pay as per bill amount Pay as per denominations of
recharge coupons
Chances of uncontrolled Customer can control usage
Usage
Customer needs to No need to intimate service
intimate service provider provider for
for disconnection of
service
31
41. Does the Number Pre-Paid Call Flow
have enough
balance to make
this call? Yes / No
Intelligent
Network (IN) Called Party
Recharge of
Prepaid account
Originating Yes Terminating
Switch Switch
Calling Party
Once the call is originated by the caller –
From the originating switch the call is first validated for availability of balance for
THAT PARTICULAR transaction
If balance is available, then the call is passed on to the terminating switch for
completion of transaction.
Once the transaction is over, immediately the relevant amount is deducted from the
balance in the respective account
Intelligent Network
• Intelligent Network, logic controller of
services being offered to the customer.
• IN is a combination of software and
hardware components.
• This platform can be used to develop new
and different services, which are not
directly supported in the switch.
32
42. How does IN work?
Once a call is originated, the switch determines whether it is a normal
call or a call for an IN service.This is done based on a setting in the
switch for the DEL no
A normal call is completed as usual by connecting to the called party
33
43. • If it is an IN call, the switch then queries the
IN control point asking for further
instructions
• The IN completes its processing, e.g. checks
the validity of the pre-paid card and then
instructs the switch to complete the call
• IN platform will be a centralized platform
• IN will facilitate online charging of
outgoing calls, call management features
like Call Wait, Call hold and
• Facilitate charging of Short Message
Services
Product Description
34
44. Starterpack:
The entire kit which the customer buys is known as the starterpack.
Contents of Prepaid Mobile (Non RUIM) Starterpack;
Prepaid Mobile (not activated)
Recharge cards
User Kit
1. Activation Card with Serial Number & Hidden PIN
2. User Tariff
3. Tariff Leaflet
4. Sticker containing the mobile number (MDN)
5. Carry Bag
Prepaid Variants
• Non Removable User Identification Module (Non-
RUIM) based prepaid mobile. Does not contain
removable RUIM as it is integrated with the phone
itself during manufacturing.
• Removable User Identification Module (RUIM)
based prepaid mobile. This phone will consist of a
functional R-UIM slot. Presence of R-UIM slot
alone will not be sufficient as is the case with
Nokia phones like 3585/3586 and other models.
The software contained in the phone should be
able to read the R-UIM card when the card is EMBED Word.Picture.8
inserted into slot. All the R-UIM cards will be
activated on the switch before they are released
into the market. 35
36
45. Scratch Card
• Activation & Recharge cards are in the form of Scratch Cards. Ea ch
scratch card will have:
– 15 digit Serial number – used for card identification and tracking
– 14 digit PIN number – hidden by security layer that is revealed
after the card is sold
– Validity period
15 digit serial number (visible)
14 digit PIN number (hidden)
Difference between R-UIM & Non R-UIM based Mobile
RUIM based Mobile Non RUIM based Mobile
Has a functional R-UIM slot Doesn’t have a functional
R-UIM slot
Is already pre - activated Needs to be activated after
while purchasing purchasing via OTAF
Has a R-UIM card which Has an activation card
has the R-UIM Id. This Id is which a 15 digit serial
a hexadecimal id and is number (visible on the
equivalent to the card) & a 14 digit PIN
Equipment Serial Number (needs to be scratched)
(ESN) of the phone
Can be used with other Cannot be used with
RUIM based handsets anyone other CDMA phone
once handset options are as the it has an inbuilt
provided. RUIM card
46. Contents of RUIM based prepaid mobile starter pack
Prepaid Mobile with functional R-UIM slot
Recharge cards
User Kit
1. An activated R-UIM card
2. User Guide
3. Tariff Leaflet
4. Sticker containing (MDN), R-UIM Serial Number and R-UIM Id
5. Carry Bag
Product Features
Prepaid will have the following features
Pre-activated STD, ISD
Calling Line Identification
Call Hold
Call Wait
Short Message Service (SMS)
Roaming
10 Digit Number (92xxxxxxxx)
37
47. Product Purchasing Outlets
Sales Desk
Multi Brand Outlets
Tata Indicom Showroom
• For initial payment w.r.t your circle please
check DISHA prepaid section
38
48. Product: Sign Up
Registration of new Customers (Steps)
i. Get the Customer Application Form (CAF) filled
ii. For identification,
Photo ID proofs
Address Proof
Customer Application Form (CAF)
39
49. Form 60
Product: Sign Up
Mode of Payment
Cash, DD, Credit Card
The DD for handset sales must be payable to “Drive India
Limited”
The DD for User Kit shall be made in favor of “Tata
Teleservices Limited”. For Maharashtra Circle, the DD has to
be in favor of “Tata Teleservices (Maharashtra) Limited”
40
51. Product: Abbreviations
MDN : Mobile Directory Number
CAF : Customer Application Form
ESN : Equipment Serial Number
IN : Intelligent Network
AIS : Activation Information System
IVR : Interactive Voice Response System
OTAF : Over the air Subscriber Provisioning System
CRM : Customer Relationship Management
SAS : Subscriber Administration Software
Activation Information System (AIS) is a back end database that
interacts with OTAF and helps it in facilitating activation over the air.
AIS performs the function of generating starter pack pins and also
serves as a repository of the following information
Numeric Assignment Number (NAM)
Electronic Serial Numbers (ESNs)
R-UIM Ids
Mobile Directory Numbers (MDNs)
Starter Pack Personal Identification Numbers (PINs)
Starter Pack Serial Numbers
Dealer Codes
42
53. Handset Programming & Activation
i.Subscriber dials *228 from the prepaid mobile purchased from a retail
store selling our prepaid product
ii.OTAF presents language options to the subscriber
1. For English Dial 1
2. For Hindi Dial 2
3. For Telugu Dial 3
4. For Marathi Dial 4
5. For Tamil Dial 5
6. For Kannada Dial 6
7. For Gujarati Dial 7
The last 6 announcements will be played in the respective vernacular
languages
Product: Activate
Product Activate
iii. Subscriber selects the relevant language
iv. OTAF reads the Electronic Serial Number (ESN) of the handset and
performs the handset check – 3G or 2G. This will not be applicable
for the handsets sold by us, as all the handsets will be 3G handsets
v. If the handset is a 3G handset, OTAF allows the process to continue.
Else, it terminates the call with an appropriate announcement
vi. OTAF asks the subscriber to enter the pin number contained on the
activation card
vii. Subscriber enters the pin number
44
54. Product: Activate
Product Activate
viii. OTAF checks with AIS whether the pin number is valid or invalid
ix. If valid and unused, OTAF obtains the MDN and MIN associated
with this pin number in the AIS database
x. OTAF downloads the MDN and MIN onto the phone
xi. OTAF completes the NAM programming of mobile
xii. OTAF plays the MDN to the subscriber
Product: Activate
Product Activate
xiii. OTAF informs the subscriber that phone will be activated in X
minutes and that an SMS informing the phone number will be sent in
X minutes
xiv. OTAF asks AIS to activate the MDN, MIN and ESN on the switch
xv. AIS activates the MDN, MIN and ESN on the switch
xvi. AIS will also update CRM about completion of programming
45
55. Customer Care Interface
Following numbers will be applicable for various prepaid services
12527 – For account balance enquiry through voice
12526 – For recharging the account
Account balance information will not be sent to the subscribers in the form of
SMS by default, after every call.
Customer Care Interface
12524 – For speaking to the customer service executive
Language sequence for playing the IN announcements will be as follows
Option 1 - English
Option 2 - Hindi
Option 3 - Telugu
Option 4 - Marathi
Option 5 - Tamil
Option 6 – Kannada &
Option 7 - Gujarati
46
56. Product: Recharge
To Recharge
Scratch the silver strip present on the backside of the Recharge
Card
Dial 12526 from CDMA Mobile and follow the announcements to
enter the 14 digit PIN number
The account shall be recharged and the new credit balance and
validity period information shall be played.
Contact Customer Care for any queries or use 12527 for Balance
Enquiries
Note:
If the PIN is entered wrong 3 times on a single call, the call gets
disconnected.
After 18 such incorrect attempts viz. 6x3 Prepaid Account gets blocked
Account Blocked
Single Call
3 Wrong PIN entry
N=3
6 continuous calls
with wrong PIN entry
M=2
Recharging Blocked
T = 18
EMBED Word.Picture.8
47
57. Recharge
Why Recharge?
To avail uninterrupted service: Make outgoing calls, receive incoming
calls, send SMS.
Cards available in various denominations.
Cards available at all Tata Indicom Outlets and Franchises and
several other Places.
Additional Information
All recharge cards have a validity period attached to them
On recharge the validity of the customer’s account will be reset to a
farther date as explained later.
Recharge done by customers across the country
Caller in Jamshedpur
Caller in Delhi
IN Platform located at centrally at
Hyderabad
Caller in Chennai
Caller in Mumbai
48
58. CUSTOMER’S
ACCOUNT LIFE CYCLE
Services Available in the 4 Account States – Revised
Services Valid Active Grace Inactive Deactive
Outgoing Call Yes Yes No No No
No for
No for
True
True Paid
Incoming Call Yes Yes paid/ No
/ Yes for
Yes for
Walky
Walky
SMS Outgoing Yes Yes No No No
SMS Incoming Yes Yes Yes Yes Yes
Not
Balance Carry
applicabl Yes Yes No No
Forward
e
Recharge
Yes Yes Yes Yes No
Option
Number
Yes Yes Yes Yes No
Retention
Emergency
Yes Yes Yes Yes Yes
Numbers
Daily Rental
No Yes No No No
(FWP)
49
59. Alerts
IN supports alerts to forewarn subscribers about:
Account balance expiry
Validity period expiry
Account Balance Expiry
– Subscribers are informed about the low account balances through
alerts.
– Alerts are sent in the form of Voice and SMS. Currently, alerts get
generated on reaching lower and upper limits.
– Lower limit will be a voice alert and upper limit will be an SMS alert.
Alerts will be sent only once and are not repetitive in nature. Lower
and Upper limits will be as defined by the operator.
Alerts
IN supports alerts to forewarn subscribers about:
Account balance expiry
Validity period expiry
Account Balance Expiry
– Subscribers are informed about the low account balances through
alerts.
– Alerts are sent in the form of Voice and SMS. Currently, alerts get
generated on reaching lower and upper limits.
– Lower limit will be a voice alert and upper limit will be an SMS alert.
Alerts will be sent only once and are not repetitive in nature. Lower
and Upper limits will be as defined by the operator.
50
60. For e.g.; if the upper limit is defined as Rs 50/- and lower limit is defined
as Rs 40/- for the account balance, an SMS alert will be sent to the
subscriber whenever the credit balance in the subscriber’s
account reaches Rs 50/-, informing the subscriber the same and
asking them to recharge and voice alert will be played before the
first call the subscriber makes whenever the account balance
reaches Rs 30/-.
Rs.50 left in the account
Intelligent Network
Rs.40 left in the account
Pre-Call Announcement
– IN also supports pre-call announcement. If the account balance is
less than the amount required to originate a particular call, an
announcement will be played to the subscriber that call cannot be
set up owing to insufficient balance.
– If the account balance prior to initiating a call is just equal to the
amount required to set up a call to a particular destination for
duration of 1 minute, an announcement will be played to the
subscriber that available duration on the called destination will be 1
minute.
51
61. Mid Call Announcement
– If the account balance dips to zero during the course of a call,
warning tones will be sent to the prepaid subscriber informing
them about depleting balance and impending call disconnection.
Active Period Expiry
– Alerts will also be sent to inform the subscribers about validity period
expiry. For e.g.: Upper limit can be defined as 10 days prior to the
validity period expiry and lower limit can be defined as 5 days prior to
the validity period expiry.
– In this case, an SMS will be sent to the subscriber informing him
that the account validity period will expire in another 10 days and
asking him to recharge before the expiry date. If the subscriber does not
recharge and reaches a time period of 5 days prior to the validity
period expiry, a voice alert will be played before the first call the
subscriber makes
10 days left to recharge
Intelligent Network
5 days left to recharge
52
62. Tata Indicom – True Paid offer
• 1 second pulse
– Pay only as much as you talk
– If you talk for 19 secs, you pay for 19 secs
• 100% talk time
– Recharge coupon of Rs. 330.60 means talk time of Rs. 300
– Rs. 30.60 is towards the service tax applicable
• STD & Local rates
– You pay just 3 paisa per second for local Calls
– 5 paisa per sec for STD calls and roaming
• Recharge cards are available at leading outlets
Recharge Vouchers
• Refer to DISHA for queries on Recharge
vouchers
53
63. Customer Issues and Resolution
• Queries & Solution
– Customer Account Information
• Provide IVR Numbers
– Product features
• Provide Information
– Handset Usage & Features
• Help customer with the information
– Purchase of Recharge Vouchers
• Provide info on Recharge Cards Availability
Customer Issues and Resolution
• Complaints & Solution
– Recharging Error
• Verify account status, Refill error status & Recharge Card
status, advice customer
– Balance deduction Issues
• Check if call details available, advice or raise SR
– Network & Connectivity Issues
• Validate Account Status in CRM & IN, raise SR if not
Account problem
– Handset faults
• Direct the Customer to the Authorized Service Center
– Product Feature Usage
• Understand Issue, and raise appropriate SR in CRM
54
64. Points to remember by Showroom Executive
• On sale of New Handset / Recharge Voucher the
Showroom has to give the payment receipt to the
customer.
• Customer’s Mobile Number should be mentioned
on the receipt
• Offer to help the customer make the first Outgoing
Call & Customer’s preferred language selection.
Also inform customer on dialing 12525 for
balance & recharge and 12524 for Call Center
• In case Customer approaches for help with
Recharge cards, educate/help customer on how to
recharge
• In case of replacement of damaged vouchers,
ensure that voucher is blocked in the system
before replacement
Customer Acquisition Process
55
65. Objective
• At the end of the session participant should
know
– How to authorize dealer for sending unbarring
SMS
– What are the steps involved in prepaid
activation
– Troubleshooting activation related issues
Customer acquisition process
– Step1
• Customer submits document to Retailer / Distributor
– Step 2
• Retailer / Distributor unbar the MDN
– Step 3
• Distributor to Courier
– Step 4
• Courier to CC Backend
– Step 5
• CC Backend to Storage Location
56
66. Documents Submitted by
Customer
• Duly filled CAF
• Proof of identity any one from the list
• Valid Driving License (learning license not valid)
• PAN Card
• Indian Passport
• Voters ID card
• Arms & ammunition license
• Army ID card
• ESIC card mentioning ID / address / signature
• Sr. Citizen ID card mentioning address / ID / signature
• CGHS Card
• Pensioner’s Card / Army canteen card
• ID Card issued by civil defense
• Govt. registered sales deed / other documents mentioning
photo /address / signature
Document Flow Stage 1
• Any other ID card having photograph and issued by Govt. of
India
Retailer –
CAF & Docs
Distributor
forwarded
Sales Desk
CAF along with
supporting docs
CAF along with supporting docs
Fills up the CAF
Customer
Retailer & Distributor checks the Correctness and Completeness of CAF &
Supporting Documents as per Documentation Policy
57
67. Distributor /
Retailer
Activation Process
Sends SMS to 12530 or
9223051253 for unbarring
“ACT 92XXXXXXXX”
Document Received Confirmation
Subscriber Activated
SMS Based Unbarring
Procedure - 12530
Retailer
SMSC AIS
(Validation)
Activation
(SAS)
Customer
CRM SHLR
EMBED Word.Picture.8
58
68. Process for SMS Based Activation &
Unblocking
Step 1: Retailer sends SMS to 12530 mentioning MDN for activation
Step 2: SMSC sends the information to AIS for Validation
Step 3: Validations that Occur
Is Distributor MDN Authorized
Is customer MDN from the Prepaid Series
Is customer’s MDN eligible to be unbarred
Request Not
N Validation Y MDN Activated at SHLR &
processed &
Confirmation sent to retailer &
confirmation sent Successful ? Customer by SMS
to retailer
Scenarios
SMS
• Delayed response from SMSC
Sr.No Profile Code Description
Successfully unbarred & SMS delivered
Contact Contact Nos.
–1 Check the SMS profile for the MDN in CRM &
SYY to Distributor & Customer
None None
Successfully unbarred & SMS not
delivered to Distributor but delivered to
2 escalate as per the below table
SEY Customer SMS Apps
Successfully unbarred & SMS delivered
040- 5555-6005
to Distributor but not delivered to
/ 09246308265
3 SYE Customer SMS Apps
Successfully unbarred but SMS not
4 SEE delivered to Distributor nor to Customer SMS Apps
unbarring Failed & SMS delivered to 040-55558373
5 FY Distributor AIS 040-55558375
040-55558376
040-55558383
6 P Activation Pending AIS
59
69. Scenarios
• Sr.No SMS Code Description from SMSCContact
Delayed response
Profile Contact Nos.
–7 Check the SMS & SMS not delivered to MDN in CRM &
FE
Unbarring Failed
Distributor
profile for the AIS & Nos. already
SMS Apps
escalate as per the SMS not triggered AIS & Mention
Unbarring failed but below table
8 F for Distributor & Customer SMS Apps
Unbarring successful but SMS not Nos. already
9 S triggered for Distributor & Customer SMS Apps Mention
TIBCO
040-55558411
040-55558412
040-55558491
TIBCO & AIS Nos. already
10 N New AIS mention
Contact Center
Prepaid SMS Profile
60
70. SMS History
Fields in SMS History
• MDN Number
• SMS ID
• Dealer Code
• Retailer Code
• Keyword
• Activity Status
• Activity Remarks
• Activation Completed Date
• Created By
• Created Date
EMBED
• Last Updated By
61
• SMS to Customer
• Account Number
71. Document Flow Stage 2,3 & 4
Distributor
–
All Docs along with summary sheet
Courier
CC Backend
for Data Entry
Courier
All Docs sent to Storage Location
Storage Location
Word.Picture.8
Scenarios
• Customer not willing to submit document at
the outlet
– Connection Denied
62
72. Scenarios
• Distributor not able to send SMS
– Check if the distributors MDN is authorized to
send SMS
• If the MDN is authorized, then escalate the same to
CSO-SMS in hyderabad with all details
• If MDN is not authorized, the distributor should
contact with Circle Sales Team
• Confirmatory SMS received but MDN is
still in the blocked status i.e. DLQ –1
EMBED Word.Picture.8
– Contact AIS team (Hyderabad)
• 040-5555 8373 / 8376 / 8375 / 8383 / 9246308266
Follow Up
• Follow up for pending documents
• Use the following report
– TTL Prepaid Doc Pending and Activation
Report
– Following are the output fields
Circl Dealer
e
Area Retailer
City First Call Date
Del Product Type
Number Doc Flag
Account
Number Documentation Status
Activation
Date Del Status
Number of Days Since
Activation
ESN RUIM
ID 63
73. Prepaid Training Module
Prepaid Document Coordinator
Agenda
• At the end of the session you will be able
to identify
– Prepaid Customer Life Cycle
– Your job responsibilities
– The importance of Documentation process
– Organizational Structure to support you
– How to handle various situations
64
74. What is your Role?
• Manage courier agency
– CAF and Supporting document filled up by
customer is picked up by the courier agency
from Distributors and delivered at login desk
• Ensure 100% Order Entry of CAF received
• Follow up for pending docs with Sales
EMBED Word.Picture.8
65
75. Importance of Job
• Good Job will mean : • Bad Job will mean :
– Smooth movement of – CAF not picked up
CAF and supporting from distributors
documents from – Details of subscriber
Dealers to Order missing will end up in
Entry Location Legal Issues with
– Details of all DoT
customers entered in – Customers will get
system barred due to
– Customers will not documents not
have issues of received
barring due to – Extreme Customer
documents not Dissatisfaction
received – Retailer
– Meet Govt. norms Dissatisfaction
EMBED Word.Picture.8
Organizational Support For You
Customer
CareHead
Order
Fulfillment
Manager
Docume
nt
Coordinator
Order Entry Order Entry Order Entry
Executive Executive Executive
76. Infrastructure / System
• Order Entry System (POS)
• Daily MIS
– Activation Report
– Order Entry Report
66
77. How to manage Courier Agency
• Courier agency responsible collecting CAF and supporting document from retailers /
distributors
• You ensure that the following guidelines are followed by courier agency
– Courier personnel
• Should match the mobile nos. on the CAF with the Distributor Summary
Sheet
• Should stamp the summary sheet and hand over acknowledgement to
Distributor
• Should enclose All CAFs + Supporting Docs in water proof envelopes
• Should deposit the envelope at the Data Entry Point
67
79. TATA INDICOM PREPAID MOBILE HANDSETS
MOTO 150i MAIER C1000 MOTO W200
HAIER D1000
SAMSUNG HERO LG 2535
PANTECH PA 711 SAMSUNG WIDEO LG 6335 HUAWEI C2205
69
PRODUCT FEATURES OF WALKY & Mobile
80. Wide, Graphic Backlit Display Large Phone Book
Polyphonic Ring Tone Call history
Receiver “of Hook” Save mode Large SMS Memory
Knowing your expenditure Ring tone Download
INTERNET DOWN ACCESS
70
81. OBJECTIVE
In this my project main object is :
In the present Economy scenario the Telecom industry is facing a curt rote
competition among its players. With extensive market potential every player is living
with not a single stone under treated. The main focus of telecom industries was to
penetrated in the highly populated urban area In last 5 years. The mobile company
have achieve huge growth in terms of number of subscriber . In managing in such
large scale the mobile companies introduce new advance technologies and
operational principals
Such impressive endeavor has populated the think Tank to invest farther and venture
into new market potentials. One of the worry some aspect of a telecom industry is
near market saturation in the urban areas. Today the main thirsting area is to explore
in the rural areas.
As 70% up the Industries live in villages which providing outstanding market potential
to the telecom industry the main objectives of our project explore innovated way of
rural penetration for the same objective a project is subdivided into 4 topic.
1) Increase the new retailer in rural area.
2) Retail audit in rural area
3) Increase the sale in rural area
4) How to improve the walky cell in rural area.
71
82. RESEARCH METHOD
The research is conducted in far away as mention in objective interviews section in
the conducted through structured question. The data will be collect to primary two
froms
1) Primary data
2) Secondary data
Primary and secondary Data :
Data, or facts, may be obtain from several sources. Data can be classified as primary
data and secondary data. Primary data is data gathered for the firest time by the
researcher, secondary data borrowed by the researcher from secondary sources.
Secondary data can be internal or external.
Secondary Data:
Secondary data whether internal or external is the data already collected by others,
for purpose other than of the solution of the problem at hand. The researchers must
thoroughly search secondary data sources before commission any efforts for
collection primary data. There are many advantages in searching for analyzing
secondary data before attempting the collection of primary data. In many cases, the
secondary data itself may be sufficient to solve the problem. Usually, the cost of
searching for secondary data is much lower than the cost of organization primary
data. Moreover, secondary data has several supplementary uses. It also helps to plan
the collection of secondary data, if primary data becomes necessary. Sources of
Secondary Data.
It most firms, secondary data ( internal ) of enormous magnitude is often available.
Sales records constitute by far the most important part of the secondary data of
marketing which the researchers uses extensively. Since the data is available, the
researcher gets it will very little effort, time and money. Only when both internal and
external secondary data is insufficient for the purpose of the give marketing research
job, an effort needs to be lunched for collection data.
72
83. In addition to sales records, publications of a wide variety provide a good deal of
external secondary data on any subject Newspaper, magazine, technical journals,
trade publications, committee reports, reference books, balance sheets, of
companies and research reports by various agencies are sources of external
secondary data. Secondary data can also be purchased in different cases from
commercial marketing research services. In addition to these traditional sources of
secondary data, in modern days more and more sources of secondary data are being
available. A couple of them are discuss below.
Yellow pages/ stand alone directories. Today, yellow pages in telephone directories
and stand-alone yellow pages directories have become established sources of
information for business forms. In fact, a yellow pages directory has become a good
database in its own right. Tata press lunched a stand-alone yellow pages directory
for Mumbay city new horizons, a joint venture between the living media group of
publications and Singapore Telecom, has published stand-alone directors for specific
business. Business India Database of The Business India group of publications has
come out with its Delhi busifness. Pages directory, sterling computes it trying up with
General Telephone n Directories of the UK to publish a stand - alone yellow pages
directory, sterling yellow pages . Ins sort, the yellow pages as category is emerging as
a good secondary data source.
Industrial product finder.
For 20 years now the monthly magazine’ Industrial Product Finder ( IPF ) has been
providing useful information of Indian industry about new product, new materials and
services – what is available and from whom. IPF details the many applications of a
given new service. Almost every service industries ensure that description of their
services is published in IPF before the said service hits the market. Evidently , the
IPF could serve as a source of secondary data to market researchers.
Data Through Telephone.
Agencies providing tele-data services have also emerged in cities in recent times.
Melior communications for example, offer a tele MR service.
Essential data on a number of subjects/ products ca be had through a telephone call
to the agency. The service is termed “ Tell me Business through phone, “It not only
brings buyers and sellers of products together but also provides data bank support to
researchers,.
73
Primary Data:
84. We shall now move on to a discussion on primary data. As mention easier primary
data is original data collected by the researcher fires hand, If secondary data is found
to be inadequate , the researchers goes for primary data. First, he decides the extent
of primary data to be collected. Then he identifies the right data source. He also
chooses the right approach to research procedure for getting the data. Primary data
cab be collected thought observational studies, market survey or experiments.
Collection of Primary Data:
Collection of primary data is a task demanding technical expertise. The provider or
the source of primary data is temed ‘respondent .’ A respondent may be given
information passively or actively. Even is information is gathered through mere
observation of the respondent’s behavior, he is said to prove information passively.
When he gives information through a written or spoken response, he is said to
proveid information actively.
COLLECT THE ALL DATA BY STRUCTURE FORMAT :
RETAIL AUDIT
Closing Stock
Sl no. Outlet Name Visibility
Hand set Sim Gsk Walky
74
85. SALE RECORD
SL Outlet Visibility Sale How to
No. Name Hutch Airtel Reliance Smart Tata Improve
walky Sale
CUSTOMER FEEDBACK IN RURAL MARKET
Sl No. Wallky No Customer Name Satisfied How to improve
wallky Service
75
RETAILER FEEDBACK IN RURAL MARKET
86. Sl No. Wallky No Customer Name Satisfied How to improve
wallky Service
INTEREST NEW RETAILER IN RURAL MARKET
SL No. Outlet Name Type of Business Interest in Tata
Indicom Retailer
76
87. ANALYSIS AND FINDING
Glowsignboard in tataindicom has positive effect.
GLOWSIGN NEGATIVE 24.46%
GLOWSIGN POSATIVE 75.54%
GLOWSIGN NEGATIVE
GLOWSIGN POSATIVE
77
88. The sale of the mobile hand set are not very high more sale promotion
require For
increase the hand set Sale. In terms of wallky more
incetaivehas to under taken
show that thestock of walky remans below 10%
MOBILE HANDSET 47.10%
GSK 19.50%
WALKY 20.80%
SIM 12.60%
MOBILE HANDSET
GSK
WALKY
SIM
78
89. From the point of view retail orders more wattage should be given to improved
rural predication in this following aspect network coverage , large
availability of recharge voucher
Marketing and advertisement , service center establish in rural market .
NETWORK 27.50%
RECHARGE VOUCHER 27.50%
MARKETING AND ADVERTISEMENT 25%
SERVICE CENTRE 20%
NETWORK
RECHARGE VOUCHER
MARKETING AND
ADVERTISEMENT
SERVICE CENTRE
79
90. from the point of view customer orders more wattage should
Be given to improved rural predetection in this following aspect
Net work coverage, large availability of recharge voucher ,
service center in rural market .
NET WORK 50%
SERVICE CENTRE 25%
RECHARGE VOUCHER 25%
NET WORK
SERVICE CENTRE
RECHARGE VOUCHER
80
91. In terms of visibilty factor tata indicom
&hutch share more credit
then othern than like Airtel, Smarat ,Reliance
more endour
require is to improved distring visibility in
respect of other wise.
HUTCH POSITIVE VISIBILITY 60%
HUTCH NEGATIVE VISIBILITY 40%
HUTCH POSATIVE
VISIBILITY
HUTCH NEGATIVE
VISIBILITY
AIRTEL POSITIVE VISIBILITY 50%
AIRTEL NAGATIVE VISIBILITY 50%
AIRTEL POSATIVE
VISIBILITY
AIRTEL NAGATIVE
VISIBILITY
81
P.T.O
93. It may seen TATA INDICOM more gaining leverage in
terms of sale but HUTCH and AIRTEL not far behind.
SALE OF TATA INDICOM 26%
SALE OF SMART 12.60%
SALE OF RELIANCE 16.90%
SALE OF HUTCH 23.50%
SALE OF AIRTEL 21%
SALE OF TATA
INDICOM
SALE OF SMART
SALE OF RELIANCE
SALE OF HUTCH
SALE OF AIRTEL
83
94. In spit of good indication infavour of TATA INDICOM only 20 %
people
are intersted to open new retail out kate.thias a very serious
aspect it has to be taken carefully of by the tata indicom people .
iterest 20.76%
No interest 79.24%
iterest
No interest
84
95. Of interst person who are eger to open new out late.share their
view that more effect should be made on network coverage and then
marketing and after sale service
Network 48%
Marketing 30%
After Sales Service 22%
Network
Marketing
After Sales
Service
85
96. SCOPE OF FURTHER RESEARCH
A remarkable point that was highlighted during the analysis that in spite of having
bullish indication of good market prospect , because 20% people are interested in
opening new retail outlet under Tata Indicom.
So further research in the matter is to be made to improve the interest in the
people.
86
97. CONCLUSION :-
From that analysis it is abiding more effort as has to the undertaking to by Tata
Indicaom
i) More effort have to be taken in terms of improving the sales of handsets. As follows :
a) Set Quality should be improved
b) Need more marketing and advertisement
c) More service center should be opened in rural market
d) Training should be needed for retailer
ii) The most important aspect that has come out of the project is to improve the network
coverage.
iii) More sale promotion required for increase the handset sale.
87
RECOMMENDATION
98. From the above analysis the following observation are
drawn.
Observation 1. - Glow sign board in Tata Indicom has a positive effect
Recommendation :-
Based on this I like to recommended
a) Maintaining the glow sign board.
b) More glow sign board establish in rural market place at station , bus stop.
c) Small glow sign board create for small retail counter.
Observation : - 2 The sale of the mobile handset are not very high , more sale
promotion require to increase the handset sale. In terms of wallky more initiative
has to be taken so that the stock of Wallky remaining below 10%.
Recommendation :-
Based on this I like to recommended
a) First of all more sale promotion required for mobile handset and wallky
b) To give training to retailer for increasing the sale.
c) To give training to retailer about product knowledge so that they can compete
with other companies product.
Observation 3 – from the point of view retailer order more wattage should be
given to improve rural predication in this following aspect. Network , recharge
voucher , marketing , service centre
88
Recommendation :-
99. Based on this I like to recommended
a) Establishment of More tower in rural market
b) All type of recharge voucher availability in distributor house.
c) To briefly describe all type of prepaid plan and recharge voucher.
d) More marketing and advertisement is to made in rural market such as
1.campaigning
2. Direct Marketing
3. Banner
4. Leaflet
5. Advertisement by Cable
e) Opening service centre in rural market.
Observation – 4
from the point of view customer orders more wattage should
Be given to improve rural prediction in this following aspect
Net work coverage, large availability of recharge voucher ,
service center in rural market .
Recommendation :-
Based on this I like to recommended :
a) To establish more tower in rural market
b) All type of recharge voucher availability in retail shop.
c) Opening service centre in rural market.
Observation – 5
In terms of visibility factor tata indicom &hutch share
more credit
then othern than like Airtel, Smarat ,Reliance more
endour
require is to improved distring visibility in respect of other
wise. 89
100. Recommendation :-
Based on this I like to recommended :
a) Requirement of more glow sign board .
b) Glow Sign board Should be more glassy so that it can attract peoples.
Observation – 6
It may be seen that TATA INDICOM more gaining leverage in
terms of sale but HUTCH and AIRTEL not far behind.
Recommendation :-
Base on this I like to recommended :
The current trade which is seen urban area that people are preferring more and
hutch and Airtel but on the contradictor Tata Indicom and reliance thrive on
massive rural predication. It is generally seen that rural consumer are copied by
urban consumer. In this situation in rural market Tata Indicom lose there sale, so
more inaugurated market tools has implement action in rural market to increase
more sales in future.
Observation – 7
In spite of good indication in favour of TATA INDICOM only 20% people
are interested to open new retail out late. This is a very serious
aspect to be taken carefully by the tata indicom people .
90
Recommendation :-
Based on this I like to recommended :
101. a) To visit the interested people who are interested to open new retail outlet
b) To briefly describe our business policy
c) To give training for our product , recharge voucher , plan ,
d) How to formation of retail outlet
Observation – 8
Of interested person who are eager to open new out late. share their
view that more effect shoot be made on network coverage and then
marketing and after sale service
Recommendation :-
Based on this I like to recommended :
a) Establishment of more tower in rural market
b) More marketing and advertisement is to made in rural market such as
1.campaigning
2. Direct Marketing
3. Banner
4. Leaflet
5. Advertisement by Cable
c) Opening service centre in rural market.
91
APPENDIX
