PRESENTATION ON THE CASE OF EASY CHARGE: GREAT POTENTIAL

OR MYTH?

PRESENTED TO: PRESENTED BY: Prof. Naushad Mullick Jailaxmi Keshri IILM GSM Isha Jain Satyam Barkataky Subodh Singh Vikas Yadav

INTRODUCTION TO INDIAN MOBILE TELEPHONE

According to COAI ( Cellular Operators Association of India) ,Indian mobile market has increased from approx. 1.2 mn subscribers as on 1999 to approx. 29.21 mn till 2004.

According to Gartner, cellular connections are growing at an stupendous growth.

Improved affordability, increased take up of the services and venturing into different cities and towns.

But India is still lagging behind China and US which have 200 mn and 140 mn mobile phone users respectively.

FACTORS AFFECTING IN GROWTH OF MOBILE SERVICES IN INDIA Lower tariffs and lower price of handsets. Decreasing cost of cellular infrastructure. Increasing pre-paid customer category. Higher economic growth and continued

development of India’s economy. Higher quality of mobile networks and

services. Different types and usage of value added

services.

LATEST DEVELOPMENTS IN MOBILE MARKET

Launch of Push To Talk (PTT) by TATA teleservices and Hutch.

Launch of Flexicharge by Airtel. Launch of bill payment services

through SMS by IDEA in Andhra Pradesh.

Most of the Fixed landline customers transformed to mobile phone customers.

MAJOR MOBILE SERVICE PROVIDERS IN INDIA

AIRTEL-Delhi/ NCR, M.P., Maharashtra, Karnataka etc.

IDEA - Delhi/ NCR, Maharashtra, Tamil Nadu, Kerala etc.

HUTCH – Mumbai, MTNL- Delhi & Mumbai as “Dolphin” Reliance telecom- Assam, Bihar, HP,

MP, NE, Orissa, West Bengal Spice Communication- Karnataka,

Punjab as “Spice”

MARKET SHARE OF GSM SERVICE PROVIDERS IN

INDIA7%

40%

12%

22%

17%

2%

SPICEBHARTIBPL MOBILEHUTCHIDEARPG

BHARTI TELE-VENTURES BUSINESS

Bharti Tele-Ventures is India’s leading private sector provider of telecommunications service based on strong customer base consisting of app. 8.37 mn. Mobile and app. 7,04,000 fixed line customers, as on 2004.

Bharti Tele-Ventures current business include Mobile services - Airtel Fixed-line – Touchtel Long distance services – IndiaOne VSAT, internet services and network solutions-

Bharti Info Tel.

STRATEGIES TO ACHIEVE OBJECTIVES

The company’s strategic objective is to consolidate its leadership position amongst the mobile service providers in India.

strategies:- Focus on maximizing revenues and margins. Offer multiple telecommunications services to

provide customers with a “one-stop shop” solution. Customer satisfaction. Position itself to tap data transmission opportunities

and offer advanced mobile data services.

MOBILE STRATEGY USED BY BHARTI

Maximum telecom revenue potential with minimum geographical coverage to maximize its revenues and margins.

High quality mobile networks by deploy state of art technology for superior services.

Maximize its shares by use of experiences it has gained throughout years.

Attract the customers by providing attractive tariffs, customer support, roaming packages.

Affordable tariff plans so that it can suit each segments of the market to expand the reach.

A PRODUCT BY AIRTEL

Launch of world’s first flexi-recharge pre-paid anytime, any value and anywhere for its customers across Delhi, Mumbai and Karnataka named as “Airtel Easy Charge”.

Flexi-recharge started from Rs. 54 to Rs. 9999 denominations.

After 2004, this service expanded to across the states at no roaming charges with 24X7 availability.

Easily availability at anyone’s nearest retailer. The procedure of recharging had been easy as

before.

ADVANTAGES TO AIRTEL

Better control on channels in terms of sales and volumes.

Maximum savings in terms of cost of printing of recharge coupons.

Detailed MIS available on the web. Competition advantages over others. It was convenient to customers. E-recharge is more safe than paper

voucher as there is no issue of damaged vouchers.

MARKET RESPONSE TO EASY CHARGE

RESPONSE OF RETAILERS: Earned huge profits by selling easy

charge. Increased in sales and profits.

RESPONSE OF CUSTOMERS: Customers accepted this facility with open

arms. But non-metro customers didn’t accept this

product.

BOTTLENECKS OF THE LAUNCH

Lack of training. Improper communication. Improper network. Poor security of transaction.

ACTIONS TAKEN BY AIRTEL

Introducing a new team. Well connected and service network. Reworked communication and

advertisement. Secure transactions.

FUTURE BUSINESS POTENTIALS AND POSSIBILITIES Everything will be available at anytime,

anywhere on customer’s mobile phone. Mutual communication will be easier

ever through SMS,MMS, GPRS,WAP etc. It will be easy and convenient even in

roaming to other states or in abroad through new technology and facility.

Pushing a key from mobile phone can allow them to choose their needs and demands.

RECOMMENDATIONS

There should be proper advertisement to rural people about the new facilities offerings.

Due to server down, sometime easy recharge becomes unsuccessful. So, they should come up with proper solution to that problem.

Customer care service and IVR should be more good.

THANK YOU