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CONTENTS
Executive Summary
Introduction
Meaning & Definition Of Telecommunication
History of telecommunication
Company Profile- Bharti Airtel
Vision & Mission
Awards & Recognitions
Product Profile
Brand Logo
SWOT Analysis
Conclusion
Reference
EXECUTIVE SUMMARY
Airtel comes to you from Bharti Airtel Limited. It is one of the leading
integrated telecom services providers with operation in 18 countries
across Asia and Africa. Sunil Bharti Mittal is the Founder, Chairman
and Group CEO of Bharti Enterprises, one of India’s leading business
groups with interests in telecom, financial services, retail, reality,
manufacturing and agriculture.
Airtel is one of Asia’s leading providers of telecommunication services
with presence in the entire 22 licensed jurisdiction (Also known as
Telecom Circles) in India and Sri Lanka.
Airtel not only deals with telecom but also it has many other products.
It has pioneered several innovations in telecom sectors. The company
is structured into four strategic business units: - Mobile, Tele Media,
Enterprise and Digital TV.
The mobile business offers services in India, Sri Lanka and
Bangladesh. The telemedia business provides broadband. IPTV and
telephone services in 89 Indian cities. The Digital TV business provides
Direct-to-Home TV services across India.
Bharti Airtel Ltd., commonly known as Airtel, was incorporated
on the 7th of July, 1995 as a Public Limited Company and one
of the first companies to enter the Telecom Services business
in India. It is the largest Indian telecommunications company
and it operates in more than 20 countries across South Asia
and Africa offering 2G, 3G and 4G services. It is the largest
cellular service provider in India, with 200 million subscribers
as of 9th August 2012. In the early years, Bharti Airtel Ltd
established itself as a supplier of basic telecom equipment. Mr.
Sunil Mittal jumped at the opportunity provided when the
government opened up the sector and allowed private players
to provide telecom services. Bharti Airtel Ltd accepted every
opportunity provided by this new policy to evolve into India's
largest telecommunications company and one of India's most
respected brands. It is considered to be the first mobile firm in
the world to outsource everything except marketing, sales and
financial operations. Airtel now offers a variety of services to
its consumers including 4G services in select cities, Airtel
Money, Telemedia, Mobile data services, enterprise business
solutions, etc. Airtel globally rebranded itself in 2010 and it
now follows the ‘One Network’ strategy across all Airtel
operating countries.
Airtel was born free, a force unleashed into the market with a
relentless and unwavering determination to success. A spirit
charged with energy, creativity and a team driven “to seize
the day” with an ambition to become the most globally
admired telecom service. Airtel, in just ten years of operations,
rose to the pinnacle to achievement and continues to lead.
As India’s leading Telecommunications Company Airtel brand
has played the role as a major catalyst in India’s reforms,
contributing to its economic resurgence.
Today we touch people’s lives with our Mobile services,
Telemedia services, to connecting India’s leading 1000+
corporate. We also connect Indians living in USA, UK and
Canada with our call home service.
Meaning and Definition of
Telecommunication
Telecommunications, also called telecommunication, is the
exchange of information over significant distances by
electronic means. A complete, single telecommunications
circuit consists of two stations, each equipped with a
transmitter and a receiver. The transmitter and receiver at any
station may be electrical combined into a single device called
transceiver. The medium of signal transmission can be
electrical wire or cable (also known as ‘copper’), optical fibre
or electromagnetic fields. The free-space transmission and
reception of data by means of electromagnetic fields is called
wireless.
The simplest form of telecommunications takes place between
two stations. However, it is common for multiple transmitting
and receiving stations to exchange data among themselves.
Such an arrangement is called telecommunications network.
The Internet is the largest example. On a smaller scale,
example include: Telephone networks, Corporate and
academic wide-area networks (WANs), Police and fire
communication system.
HISTORY OF TELECOMMUNICATION:
The history of telecommunication began with the use
of smoke signals and drums in Africa, the Americas and parts
of Asia. In the 1790s the first fixed semaphore
systems emerged in Europe; however it was not until the
1830s that electrical telecommunication systems started to
appear. This article details the history of telecommunication
and the individuals who helped make telecommunication
systems what they are today. The history of
telecommunication is an important part of the larger history of
communication.
Now let us see how the telecommunication has improved from
the olden days of smoke signals and drums to the new
changing technology of fast internet and mobile phones.
Early Telecommunication:
Early telecommunications included smoke signals and drums.
Drums were used by natives in Africa, New Guinea and South
America, and smoke signals in North America and China.
Contrary to what one might think, these systems were often
used to do more than merely announce the presence of a
camp.
In 1792, a French engineer, Claude Chappe built the first
visual telegraphy (or semaphore) system
between Lille and Paris. This was followed by a line
from Strasbourg to Paris. In 1794, a Swedish
engineer, Abraham Edelcrantz built a quite different system
from Stockholm to Drottningholm. As opposed to Chappe's
system which involved pulleys rotating beams of wood,
Edelcrantz's system relied only upon shutters and was
therefore faster. However semaphore as a communication
system suffered from the need for skilled operators and
expensive towers often at intervals of only ten to thirty
kilometres (six to nineteen miles). As a result, the last
commercial line was abandoned in 1880.
Telegraph and Telephone:
A very early experiment in electrical telegraphy was an
'electrochemical' telegraph created by the German physician,
anatomist and inventor Samuel Thomas von Sömmering in
1809, based on an earlier, less robust design of 1804
by Catalan polymath and scientist Francisco Salvá i
Campillo. Both their designs employed multiple wires (up to
35) in order to visually represent almost all Latin letters and
numerals. Thus, messages could be conveyed electrically up to
a few kilometres (in von Sömmering's design), with each of the
telegraph receiver's wires immersed in a separate glass tube
of acid.
The first commercial electrical telegraph was constructed
in England by Sir Charles Wheatstone and Sir William Fothergill
Cooke. It used the deflection of needles to represent messages
and started operating over twenty-one kilometres (thirteen
miles) of the Great Western Railway on 9 April 1839. Both
Wheatstone and Cooke viewed their device as "an
improvement to the [existing] electromagnetic telegraph" not
as a new device.
In 1880, Bell and co-inventor Charles Sumner
Tainter conducted the world's first wireless telephone call via
modulated light beams projected by photo phones. The
scientific principles of their invention would not be utilized for
several decades, when they were first deployed in military
and fiber-optic communications.
Radio and Television:
In 1832, James Lindsay gave a classroom demonstration
of wireless telegraphy to his students. By 1854 he was able to
demonstrate a transmission across the Firth of
Tay from Dundee to Woodhaven, a distance of two miles
(3 km), using water as the transmission medium.
On March 25, 1925, Scottish inventor John Logie Baird publicly
demonstrated the transmission of moving silhouette pictures
at the London department store Selfridges. In October 1925,
Baird was successful in obtaining moving pictures
with halftone shades, which were by most accounts the first
true television pictures. This led to a public demonstration of
the improved device on 26 January 1926 again at Selfridges.
Baird's first devices relied upon the Nipkow disk and thus
became known as themechanical television. It formed the
basis of semi-experimental broadcasts done by the British
Broadcasting Corporation beginning September 30, 1929.
After mid-century the spread of coaxial cable and microwave
radio relay allowed television networks to spread across even
large countries.
Computer networks and the Internet:
On September 11, 1940, George Stibitz was able to transmit
problems using teletype to his Complex Number Calculator
in New York and receive the computed results back
at Dartmouth College in New Hampshire.[17] This configuration
of a centralized computer or mainframe with remote dumb
terminals remained popular throughout the 1950s. However it
was not until the 1960s that researchers started to
investigate packet switching — a technology that would allow
chunks of data to be sent to different computers without first
passing through a centralized mainframe. A four-node network
emerged on December 5, 1969 between the University of
California, Los Angeles, the Stanford Research Institute,
the University of Utah and the University of California, Santa
Barbara. This network would become ARPANET, which by 1981
would consist of 213 nodes. In June 1973, the first non-US
node was added to the network belonging to Norway's
NORSAR project. This was shortly followed by a node in
London.
ARPANET's development centred around the Request for
Comment process and on April 7, 1969, RFC 1 was published.
This process is important because ARPANET would eventually
merge with other networks to form the Internet and many of
the protocols the Internet relies upon today were specified
through this process. In September 1981, RFC 791 introduced
the Internet Protocol v4 (IPv4) and RFC 793 introduced
the Transmission Control Protocol (TCP) — thus creating the
TCP/IP protocol that much of the Internet relies upon today. A
more relaxed transport protocol that, unlike TCP,
did not guarantee the orderly delivery of packets called
the User Datagram Protocol (UDP) was submitted on 28 August
1980 as RFC 768. An e-mail protocol, SMTP, was introduced in
August 1982 by RFC 821 and http://1.0 a protocol that would
make the hyperlinked Internet possible was introduced on May
1996 by RFC 1945.
However not all important developments were made through
the Request for Comment process. Two popular link protocols
for local area networks (LANs) also appeared in the 1970s. A
patent for the Token Ring protocol was filed by Olof
Söderblom on October 29, 1974.[20] And a paper on
the Ethernet protocol was published by Robert
Metcalfe and David Boggs in the July 1976 issue of
Communications of the ACM.[21]
Internet access became widespread late in the
century, using the old telephone and television
networks.
Telecom in India:
The Indian telecommunications industry is one of the world’s
fastest growing industries, with 653.92 million telephone
(landlines and mobile) subscribers and 617.53 million mobile
phone connections as of may 2010. It is also the second
largest telecommunication network in the world in terms of
number of wireless connections after China. The Indian Mobile
subscriber base has increased in size by a factor of more than
one-hundred since 2001 when the number of subscriber in the
country was approximately 5 million to 617.53 million in May
2010.
As the fastest growing telecommunications industry in the
world, it is projected that India will have 1.159 billion mobile
subscriber by 2013. The industry is expected to reach a size of
Rs. 344,921 crore by 2012 at a growth rate of over 26 percent
and generate employment opportunities for about 10 million
people during the same period. According to the analysts, the
sector would create direct employment for 2.8 million people
and for 7 million indirectly.
MODERN GROWTH:
A large population, low telephony penetration levels, and a
rise in consumers’ income and spending owing to strong
economic growth have helped make India the fastest-growing
telecom market in the world. The first operator is the state-
owned incumbent BSNL. BSNL was created by corporatization
of the erstwhile DTS (Department of Telecommunication
Service), a government unit responsible for provision of
telephony services. Subsequently, after the
telecommunication policies were revised to allow private
operators, companies such as Vodafone, Bharti Airtel, Tata
Indicom, Idea Cellular, Aircel and Loop Mobile have entered
the space.
In 2008-2009 rural India outpaced urban India in mobile
growth rate. Bharti Airtel now is the largest telecom company
in India.
India’s mobile phone market is the fastest growing in the
world, with companies adding some 20.31 million new
customers in March 2010. The tatal number of telephones in
the country crossed the 600 million mark in Feb 2010. The
overall tele-density has increased t 44.85% in Oct 2009.
The total wireless subscribers (GSM, CDMA & WLL (F)) base is
more than 543.20 million now. The wireline segment
subscriber base stood at 37.06 million with a decline of 0.12
million in Dec 2009.
INDIAN TELECOM SECTOR: RECENT
POLICIES
All the Villages shall be covered by telecom facility by the
end of 2002.
National Long Distance Service (NLD) is opened for
Unrestricted entry.
The International Long Distance (ILDS) have been opened
to competition.
The basic services are open to competition.
Policies allowing private participation have been
announced as per the New Telecom Policy (NTP), 1999 in
several new services, which includes Global Mobile
Personal Communication by Satellite (GMPCS) Services,
digital Public Mobile Radio Trunked Service (PMRTS),
Voice Mail/ Audiotex/ Unified Messaging Service.
Two telecom PSUs, VSNL and HTL have been disinvested.
COMPANY PROFILE
Airtel is one of Asia’s leading providers of telecommunication
services with presence in all the 22 licensed jurisdictions (also
known as Telecom Circles) in India and in Sri Lanka. It served
an aggregate of 133,708,496 customers as of April 30, 2010,
in India; of whom 130,616,487 subscribe to GSM services and
3,092,009 use Telemedia Services either for voice and/or
broadband access delivered through DSL. Airtel is the largest
wireless service provider in the country, based on the number
of customers as of April 30, 2010. It offer an integrated suite of
telecom solutions to their enterprise customers, in addition to
providing long distance connectivity both nationally and
internationally. They also offer 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
two top providers of passive infrastructure services in India
FACTSHEET:
Name Bharti Airtel Limited.
Business
Description
Provides mobile services in all the 22 telecom
circles in India, Srilanka and Bangladesh. Was the
first private operator to have an all India
presence.
Provides telemedia services (fixed line and
broadband services through DSL) in 89 cities in
India.
Also offers DTH and IPTV services.
Established July 07, 1995, as a Public Limited Company
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited
(NSE)
Operational
Network
Provides GSM mobile services in all the 22
telecom circles in India, Srilanka and Bangladesh.
Was the first private operator to have an all India
presence. Provides telemedia services (fixed line)
in 89 cities in India.
Registered
Office
Bharti Airtel Limited
(A Bharti Enterprise)
Bharti Crescent, 1 Nelson Mandela Road, Vasant
Kunj Phase IINew Delhi - 110 070
Tel. No.: +91 11 4666 6100
Fax No.: +91 11 4666 6411
VISION AND PROMISE
AIRTEL’S MISSION, VISION AND VALUES
OUR MISSION
Hunger to win customers for life.
OUR VISION
Our vision is to enrich the lives of our customers. Our obsession is
to win customers for life through an exceptional experience.
OUR VALUES
We aim to work towards our vision, driven by our values of AIR -
Alive, Inclusive & Respectful.
ALIVE
We are alive to the needs of our customers. We act with passion,
energy and a can-do attitude to help our customers realise their
dreams. Innovation and an entrepreneurial spirit drive us - if it can’t
be done, we’ll find a way.
INCLUSIVE
Airtel is for everyone - we champion diversity, recognising the
breadth and depth of the communities we serve. We work with
them, anticipating, adapting and delivering solutions that enrich
their lives. We do this by having an open mind and embracing
change.
RESPECTFUL
We live the same lives as our customers, sharing the same joys and
the same pains. We never forget that they are why we exist. We act
with due humility, always open and honest, to achieve mutual
respect.
AWARDS AND RECOGNITION:
Airtel Ranked "No.1 Service Brand" in the annual Brand Equity Most
' Trusted Brands Survey 2014.
Bharti Airtel won "Top Treasury Team Asia 2014" in Adam Smith
Awards Asia 2014
Airtel won the Best Treasury Team in Asia Pacific at the Finance
Asia Corporate Treasurer Awards 2014
Airtel won the "Best Mobile Product" for Wynk Music under Telecom
Service Providers Category and "My Favourite Service Provider"
award under the Pubic Poll Awards Category at the prestigious ET
Telecom awards 2014.
Bharti Airtel was ranked first in Brand Equity's Top 50 Service
Brands in India's Most Trusted Brands Survey 2013
Bharti Airtel was conferred with the Top Operator (Cellular), Top
Operator (NLD), Top Operator (ILD) awards at the ICT (Information
and Communication Technology) Business Awards 2013 in Delhi
Bharti Airtel has been recognized as the Best Global Wholesale
Carrier for 2009 at the Telecoms World Awards Middle East by
Terrapin.
Airtel was rated as the ‘Strongest Band’ in the Economic Times
Brand Finance Brand Power Rating 2009. It is the only Corporate
Brand to be awarded the AAA rating.
Airtel ranked second in the Economic Times-Brand Equity Most
Trusted Brand Survey 2009.
Bharti Airtel ranked India’s second most valuable company, by
Business Today in 2009.
Bharti Airtel's my Airtel app won the 'Service Innovation 2013'
Award at Aegis Graham Bell Awards 2013 for empowering
customers to manage all Airtel services effortlessly from a single
interface
Bharti Airtel was felicitated for 'Best Mobile Service
Provider' and 'Innovation in mMoney' at Aegis Graham Bell
Awards held on November 1, 2012
Sunil Bharti Mittal Chairman & Managing Director Bharti Enterprises
gets The Best Asian Telecom CEO award. bharti tele-ventures is
Asia's Best GSM Carrier
PRODUCT PROFILE
The Products which are offered by Airtel is very unique and
attractive to the customers. They also provide with lots of benefit
and attractive key features to the customers.
Airtel deals in four product or we can say that it is divided into four
segments of Airtel. They are:-
1. MOBILE
2. BROADBAND
3. DIGITAL TV
4. FIXED LINES
MOBILE:
Under mobile it is again divided into four. They are: Post Paid, Pre
Paid, Black Berry and Smart Phones. People can opt according to
their requirement and usage. All the provided schemes are
available to the customer without any much problem.
POST PAID:
Here Post Paid means after using the service we are to pay the
amount that which the customer has used. In post paid we are to
select the Tariff before the usage. According to the Tariff, we will
receive our bill. Then comes the way by which we can pay our bill.
Airtel has provided hell lots of facilities for payment of bill hassle
free. We can pay our bill through Internet, Paying to the Airtel bill
payment outlets, through mobile and if you want to pay your bill
sitting at home that is also possible without the use of internet,
mobile, etc. A collection of bill from home is also possible with the
help of collection boy who comes at your door steps and collects
your bill amount.
Auto roaming facility is given in post paid mobile connection. We
can also get post paid connection along with handset if required.
PRE PAID
Pre Paid means we have to pay before we use the service. In case
of pre paid we have different denominations of vouchers, we have
to buy the recharge vouchers and then by entering the 12-digit
number we have to recharge our number. We can also recharge our
number online, with Lapu facility or by buying the recharge
vouchers.
Handset is also available with Pre Paid connections. We also have
different tariff for pre paid and for reducing the call charges, those
which are called as Power Recharge also. Roaming facilities are
also give in pre paid all over India other than North East and Jammu
& Kashmir for security reasons.
BLACK BERRY
BlackBerry from Airtel is an ‘always connected’ wireless solution
providing easy and secure access to your email and data.
BlackBerry is the world’s most integrated communication device on
Airtel. With this we can now be constantly accessible on mail, talk
on phones and surf the internet at the same time, schedule and
coordinate appointments in the middle of meetings, raise approval
request, log in orders, update business databases and stay
connected to your colleagues, customers, friends and family from
anywhere, anytime.
KEY FEATURES
Email SMS/MMSWireless
Internet
Organiser Camera* Attachments
Instant
MessagingCalender Media*
SMARTPHONES
Smartphones are those which is supported by Windows mobile
6.5. We can say this smartphones as Mobile PC. We can access
in internet and can keep all updates almost all the times. It has
a very strong memory backup and can keep in its memory for
longer time.
BROADBAND
Broadband is a high speed internet service which is provided by
Airtel. As we all know how the broadband connection is, it comes
with an extra wire which is connected with PC or Laptop whatever
with the customer wants to use it. It also has different tariffs and
many other variations in it. It is not moveable in every place, we
have to use in that place where we have taken the connection. The
broadband service is very much popular and is acceptable by the
customer. It has a very great demand in the market.
DIGITAL TV
Now a days this digital TV has become very famous and popular
among the people. This digital TV comes with a dish which is
directly connected with the satellite. In this service we can choose
the channel required according to our wish. In digital TV also we
have to subscribe for the channels. The picture quality with digital
TV is very high and is very much clear.
With digital TV we have the facility of recording and pause the
programme. The provided cable TV service is now a days getting
extinct among the people. With this modern change in technology
people are also opting the change.
FIXED LINE
Fixed lines we all know what exactly it is. This are those telephone
lines which is fixed in one place and is connected with a wire. This
fixed lines are usually used in homes, shops, telephone boots,
office, etc where the mobility of the phone line is not there. BSNL
was the first to provide with fixed lines in the country. Now almost
all the telecom company’s provide fixed line connection.
This fixed line has also the different tariffs. The fixed line is usually
post paid, but we can opt for pre paid also. This is very much
helpful to the customer because it has a less failure of lines and
almost nil network problems.
This is all about the product of Airtel which is provided in the
market for the customer. All the products of Airtel is running
successfully in the market without any failure. The service which is
provided by Airtel is speechless and in any problem with the
product they try to help the customer as fast as possible.
All the product has unique features in itself. All are different in their
perspective fields and because of the unique characteristics of the
product, the brand AIRTEL is acceptable in the market.
COMPETITORS
Top Competitors for Bharti Airtel Limited
Reliance
Idea
Vodafone
Tata Docomo
Aircel
MTNL
BSNL
BRANDING
Advertising
The way telecom firms advertise, gives an approximate idea about the telecom trends. The Indian Telecom Sector liberalized in 1994 after which the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar Limited (Hutch), Idea Cellular Limited (Idea) and Reliance India Mobile (RIM). Due to severe competition, BHARTI AIRTEL had to take new initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. As of date, AIRTEL has used the maximum number of celebrities for advertisements. The list includes -Sachin, Shahrukh, Rehmaan, Saif Ali Khan, Kareena Kapoor, Zaheer Khan, etc. The Youth segment and the business class segment were considered most important by cellular industries of which the youth segment was the largest and fastest growing.
Airtel sought the services of Sachin Tendulkar as he was the brand ambassador. One of the most famous tunes for Airtel was given by A.R.Rehman with which people could easily connect with the brand.
Airtel was the first company to target specific customers and it came out with advertising its group card labeled as ‘Friendz’. In fact, until now, the market was treated as homogenous. Airtel then announced Senior citizen cards targeted at those above 60. The “Friends card” is for those who wish to restrict themselves to their group with low calling rates and some free messages.
INITIAL BRANDING
Initially, the target group was elite professionals since tariff rates were high. Airtel positioned itself as an inspirational and lifestyle brand. It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The Brand was developed to connote leadership in network, innovations, offerings and services.
The taglines like "Airtel celebrates the spirit of leadership" and "The first choice of the corporate leaders" emphasized that stance. The ‘Leadership’ campaign was reportedly successful.
“Leadership” to “Touch Tomorrow”
Bharti decided to ‘humanize’ the brand ‘Airtel’ in 2000. It started with Bharti launching its new ‘Touch Tomorrow’ campaign which aimed at strengthening its relationship with its customers and make the brand ‘softer’ to cater a wide variety of people across the society
“Live every moment” to “Express Yourself”
Later, Airtel adopted the "Express yourself" positioning, the emotional angle was predominant – it wanted to stand out in what was becoming a highly commoditized, crowded market.Capital “A” showed leadership and red dot on “i”
showed innovation
LOGO
The logo is a modern representation of the letter 'a' on a bright red background.
The unique symbol is an interpretation of the ‘a’ in Airtel
The curved shape & the gentle highlights on the red colour make it warm & inviting, almost as if it were a living object.
The colour Red shows the heritage. It is the colour of energy & passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage.
The logo is called “The Wave”.
The old logo shown alongside, also called the flag logo because the look resembled just that — the colours red and white alternating with each other. The word ‘Air’, in black, was placed against a white background, while ‘Tel’, in white, appeared against a red backdrop. To keep the continuity going, the dot of the letter ‘i’ in the word, was also red.
ADVERTISEMENTS AND MARKETING CAMPAIGNS
“Har Ek Friend Zaroori Hota Hai” talks about how every friend
serves a special purpose, similar to different Airtel services
Lazy Friend → Easy Recharge & Online Bill Payment
Proxy Friend → Career Guidance
Kadkee Friend → Talk Time Transfer
Status Update Friend → Update On FB Status
In Short Airtel Suit The Need Of Everone With Its Plethora
OfServices.
“ Jo tera hai wo mera hai” ad compaign is lunched by airtel
on the occasion of friendship day.
SWOT ANALYSIS
STRENGTHS
Bharti Airtel continues to be the largest telecommunications
company and the market leader in India and in some countries
in Africa. Having been established in 1995, it enjoyed the early
mover advantage in India and was able to quickly make full
use of the government’s liberalization policies to firmly
establish itself in India. Airtel offers the most expansive
roaming network, letting you roam anywhere in India with its
Pan-India presence, and trot across the globe with
International Roaming spread in over 240 networks. Airtel’s
subscriber base continues to grow and it had reached 220.9
million users in March, 2011. Airtel also boasts of having the
maximum number of active customers (~92%), the highest in
the industry. Since Airtel outsources all its operations except
Sales, Marketing and Finance, it has established strong
strategic alliances with Ericsson, Nokia, Huawei and IBM for its
technological operations. Many consider this outsourcing
strategy to be a masterpiece. Airtel’s ‘match box strategy’ in
rural areas helped them to penetrate deep in the rural sectors.
Bharti Airtel has its presence in more than 300000+ rural
areas. Airtel has always taken an initiative in promoting its
services with advertising campaigns that strike a chord with
the consumer. Hence, it enjoys a very high brand recognition
and awareness among Indians. Its services continue to be
excellent.
Weaknesses
Some analysts see Airtel’s outsourcing strategy as a weak
point as they believe that Airtel is not able to cater to its own
technical needs. In recent times, Airtel has not been
performing very well. It reported lower than expected earnings
in the 1st quarter of FY 13. This hit investor sentiment and the
stock witnessed heavy selling, which saw it plummet to a 6
year low on the bourses. All these factors led to the
downgrading of the stock, from “stable” to “negative”. Airtel
has also been witnessing a steady decline in its ARPUs.
Opportunities
India continues to be the largest growing market in the world
and provides ample opportunities for telecom majors to
expand services, especially in rural areas. Bharti Airtel has the
opportunity of attracting subscribers of other telecom service
providers through the Mobile Number Portability (MNP)
recently, as the company has a reputation of providing
excellent services. The telemedia services provide a huge
opportunity to Airtel to foray into different telemedia services
and expand and diversify its services. Airtel has a huge
presence in India and Africa. It can continue to expand in
Africa, buy penetrating its market further. Airtel should also
look into expanding in other regions like Latin America and
South-East Asia, as these markets provide a huge opportunity
for Airtel to stamp its global presence. The new greenfield
operators have not been successful in acquiring a decent
revenue and customer market share, in spite of offering lower
prices. This may lead to an opportunity for the bigger players
like Bharti to acquire these businesses in the future.
Threats
Airtel has witnessed steadily decreasing market share. Though
it still enjoys the numero uno position in India, it does so only
marginally. The increasing number of competitors in the Indian
telecom market have continuously been eating into Airtel’s
initial significant market share of over 40% to reduce it to a
mere 19% in 2012. Mobile Number Portability is a double-
edged sword and though it brings Airtel new customers, it also
allows existing Airtel users to switch to other networks, which
would always remain a significant threat. Intense competition
from new entrants triggering Price war in a decreasing ARPU
environment is another major threat. The regulatory
environment in India continues to be laden with risks and
highly uncertain, with new policies and regulations being
meted out, which do not necessarily work to the benefit of
Airtel.
PEST ANALYSIS
POLITICAL
The Indian political scenario and regulations from TRAI are the
most significant aspects which would affect Airtel. The recent
2G scam and the subsequent regulations passed by TRAI were
points of debate. For example, the reserve price for the
auction proposed by the telecom regulator should be reduced
by at least 80%, felt CEOs of Airtel and other operators.
Following TRAI's controversial spectrum recommendation,
Fitch has revised the outlook of Airtel to “negative” from
“stable” due to adverse regulatory environment in India and
risks involved in its African operation. Regulatory risk is high
for the Indian telecom industry compared with other markets
in Asia Pacific. Fitch believes that an evolving regulatory
framework, regular policy changes and cancellation of 2G
licenses by India's Supreme Court in February 2012 could
change the industry structure in 2012 and negatively affect
Bharti's free cash flow generation. Regulatory risks for Airtel
include a one-time charge for excess spectrum, spectrum
reframing and imposition of high spectrum renewal fees as
recommended by TRAI.
ECONOMIC
Airtel enjoys a very large consumer base in India and Africa,
and this continues to be the driver of revenues for Bharti
Airtel. Expanding more into the rural market will provide Airtel
with more such opportunities to increase revenues and market
shares. Airtel's African operations contributed about 20
percent to both its consolidated revenue and EBITDA during
the first nine months of FY12. The telecom sector is also
considered to be one of the major sectors which provide direct
employment which indirectly helps in economic growth of
India. Also, increasing investments in this sector by means of
Foreign Direct Investment (FDI) ensures that there are enough
economic stimuli for Airtel and the industry as a whole. FDI to
a limit of about 74% is permitted in this sector.
SOCIAL
Airtel has been very successful in branding itself as “a brand
for successful people”. It has consistently come up with
advertising campaigns which emotionally affect the Indian
consumers. Earlier, Airtel focused on its plans and tariffs, but
now, it advertises in such a way that the user associates
emotions and values with Airtel. The “Express Yourself”
campaign, the “Barriers Break when People Talk” campaign,
and the more recent “Har Ek Friend Zaroori Hota Hai”
campaigns are excellent examples of how Airtel managed to
brand itself in all socioeconomic classes. The Airtel tune
became a rage amongst Indians and it has become the most
downloaded ringtone. The rising Indian middle class and
higher incomes at their disposals have also ushered in good
returns for companies like Airtel
TECHNOLOGICAL
Bharti Airtel is the first wireless service provider which supplies
roaming services, international and long distance
communication services and Value Added Services. Bharti
Airtel has a highspeed optic fiber network. Airtel is the first
mobile telephony company to outsource everything except its
marketing, sales and financial operations. Airtel outsourced
their IT processes to IBM, entire network operations to Ericsson
and Siemens along with Alcatel Lucent recently and the
transmission towers to another company. This has worked in
its favor as Airtel can concentrate on other parameters and
new innovations in its services, such as venturing into
telemedia services, new options like Airtel Money, broadband
and 3G/4G services, etc. Airtel also builds on providing value
and efficient services to its customers.
CUSTOMER SERVICE DELIVERY
Customer Service Delivery is one of the very essential
department of the organization. It plays a very vital role in the
organization. This department starts working right from the
beginning when a customer applies for a connection.
CSD is the department which is to sort out any kind of problem
faced by the customer. The department is playing a very vital
role in retaining the customers.
Let us now know in broad how this particular department
functions. When a customer wishes to take a connection
he/she first goes to particular outlet where a connection is
available. Then the customer fills up the form and takes a
connection. This department then starts its work, they send for
the verification of the customer who has applied for the
connection. After the verification is done the connection of the
customer gets activated and the customer starts using it.
After that, if the customer wants to use other services
provided by the company, the customer will either go to the
outlets or call in the help desk for further query or to know
about the schemes provided. All this role play is handled by
the CSD department itself. We can say that this department is
directly connected with the customers 24 hours.
The information’s that we receive through Value Added
Service( i.e. SMS) is all done by this department itself. They
always keeps the customers aware of the newly launched
schemes and try to benefit the customers. To benefit a
customer a company should always resolve the problems of
the customers that they are facing. They also should not only
resolve the problem and leave, but they should also follow up
the customers from time to time and create goodwill among
them.
All this is done by the CSD department very smoothly and
accurately. If this department fails to perform then there will
be a great chaos in the company and may fail to proceed
further.
The department has three touch-points:-
TOUCH POINTS
OUTLETS CALL CENTRE SELF SERVICE
Now let me tell in details what are the Touch Points and what
they actually does:-
OUTLETS:
The outlets are those where a connection is available and a
customer can go and grab. The outlets are made by the
company for easy access of the connection. If suppose a
customer is facing any problem, he/she will go to the outlet
first and ask what to do regarding it. They here at this point
provide service to the customers for easy access and contact
the company as and when required. The outlets work on behalf
of the company and provide service to the customers.
Through outlets a customer pays bill, recharge the number,
launch complains, etc. Outlets are first place where from the
functioning of the department starts.
CALL CENTRE:
We are very much familiar with the term Call Centre. We know
what it does and how it functions. A call centre receives a call
from a customer and treats the customer according to their
needs.
A customer contacts a call centre through a given helpline
number by the company. The call centre deals with the
complains and also provide with information that is required to
the customer.
This is a place where they tries to solve the problem online if
possible or they take the complain from the customer and
gives the customer a complain number. Now a days call centre
is available in almost all the company’s. The main function of
call centre is to solve the problem of the customers and follow
up.
SELF SERVICE :
This is a touch point where a customer does everything
themselves. This is done with SMS service. By following the
guide one can do it. Here what happen is if a person wants to
activate a service like miss call alert, caller tune, news, etc.
The customer can read the instruction and do it by himself by
sending one SMS or by dialling a specified number.
If a customer wants to check the balance amount of the
number using for a pre-paid customer or if a post-paid
customer wants to know the bill amount of the number, then
the customer can by dialling the specified number provided by
the service provider can check it.
No department is possible to control and run smoothly if it is
not sub-divided. Likewise this department has three sub-
divisions:-
1. Sales and Marketing.
2. Network
3. Customer Service
COMPLAIN MANAGEMENT CELL:
The CSD department has a special cell where it deals with the
complain of the customers. The cell is known as Complain
Management Cell.
The complain management cell keeps an eye on the
complain which goes to the back end.
They see’s whether the issues are resolved or not.
They try to find out what is the matter of the
complain.
They resolves the complain and follow up their
customers.
Eg: if a customer is having a problem with hello tunes
or network, the customer lodges a complain to the
company through the call centres and solves the
problem.
This is how the complain management cell works and plays a
vital role in retaining their customers. The complain
management cell works for whole day and night to satisfy the
customers and resolve their problems. Without this it would
have been very difficult to retain customers.
SEGMENTATION
Due to diminishing marginal returns on its voice revenues, Airtel was forced to abandon its one size fits all demographic segmentation. It came up with a strategy where it classified users into different segments. Segmentation can be defined as the process of dividing the market into customers with similar
interests into one segment There are basically 4 levels of segmentation and Airtel segmented its market as:
Segment marketing: Here the target market is divided into different segments on the basis of homogenous needs. Airtel has broadly divided the whole market into 2 categories – prepaid and postpaid.
Niche Marketing: It can be defined as the marketer’s effort to position their product or service in smaller markets that have similar attributes and have been neglected by other marketers. AIRTEL launched its product blackberry in this category which particularly focussed on the upper business class who have to be in touch with the world every time 3. Local marketing: In this segment companies have to focus on the requirements of the local markets to be successful. Airtel is focussing on local marketing by their low tariff plans in rural and even urban cities.
Individual Marketing: In this segmentation, companies focus on individual customers and try to be in touch with them by phone calls, email etc. Airtel regularly calls its every customer and tells them about its new features and schemes
Airtel segmented its consumer market on the basis of:-
Geographical segmentation: The market is divided into groups based on demographic attributes such as localities, regions, cities, density etc. Airtel segments the
market on the basis of states, as they have different plans for different states. The different geographic regions are handled independently and different campaigns are run according to the tastes and preferences of people in each region.
Demographic segmentation: The market is divided into groups based on demographic attributes like age, gender, income, occupation, religion, family life cycle etc Age and lifecycle.
Psychographic segmentation: In this segmentation, marketers segment the market on the basis of motivation, values, belief, lifestyle, personality etc
Behavioural segmentation: Organisations also divide the market on the basis of behaviour that the customer shows towards the usage of products. Various variables for segmenting market on the basis of purchase behaviour of customers are occasions, benefits, user status, user rate, loyalty etc.
CONCLUSION
From The above Project Bharti Airtel I learn a lot about how
Airtel established itself a market leader in the Indian telecom
space.
Airtel is fulfilling the needs of many people. The company
should promote their product as attractively as possible. They
should also maintain the market reputation they has and
retain the customers. There are lot of competitors in the
market, the company should face the tough competition and
come out with better policies and plans.
They should always focus on achieving the targets or
objectives of the company. The company has a tie up with
many large organizations and which is because of their service
and reputation in the market. Hence, the organization should
change its policies with the changing market and maintain its
position.
The prospects of Airtel continue to remain strong because it is
built around very strong fundamentals, and this growth should
be visible in the near future.
Large number of Pre-Paid customers and small number of
Post-Paid customers.
Private sector employees mostly take up the Post-Paid
connection.
Students take the Pre-Paid connections because of the
low schemes and different other facilities on and off
campus.
They are linked with many private companies and also
some of the govt. organization with their corporate plans.
They satisfy their customers and always read for any kind
of help to the customers.
REFERENCES
REFERENCE BOOKS:
Aswathappa, k, Human Resource Management, 4th
Edition, published by TATA MC Graw Hill, 2006.
Kotler, Philip, Marketing Management, 11th Edition,
published by Asoke K. Ghosh, 2003.
WEB SITES :
www. airtel .com