Onmobile Report

7/31/2019 Onmobile Report

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CHAPTER - 1

Bangalore Institute of Management Studies, Bangalore 1


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work of marketing researchers the discovery of needs and desires become

inputs for other departments.

Management is a complex task of organizing and efficient usage

of resources. The management function includes

Planning

Planning is concerned with the determination of the objectives to be

achieved and course of action to be followed to achieve them.

Organizing

According to Fayol, to organize a business is to provide it with

every thing useful to its functioning.

Staffing

According to Harold Koontz and Cyril ODone, staffing involves

manning the organizational structure through proper and effective selection,

aAppraisal and development of personnel to fill the roles designed into the

structure.

Directing

Directing is the art and process of getting things done.

Controlling



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It is a relative function, concerned with seeing whether the activities

have been or being performed in conformity with plans.

NEED FOR THE STUDY

To practically understand the process of

management, functions of the organization, OnMobile Global

Technology Limited is selected for the study.

SCOPE OF THE STUDY

The study is made to analyze the steps taken by the company

to survive in the competitive market, to earn profits in the business and to

gain customer loyalty. The integration followed by various departments

with each other is also considered in the study.

OBJECTIVES OF THE STUDY

To study the overall functioning of the organization.

To study the functioning of each department in detail.

To study the effectiveness of policies and procedures.

To expose to the working of an organization.

To learn real life application of management.



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To understand the integration of the departments to achieve the

companys target.

SOURCES OF DATA

Primary data

Interviewing certain managers and officers who were chosen on the

basis of their in-depth knowledge and work experience in the company

collects it. The interview was unstructured in nature in order to gain as

much as information as possible.

Secondary data

The secondary data used are companys accounts, annual reports,

journals, balance sheet and the data collected from the companys web site

and records, documents, instructions by guides.



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LIMITATION OF THE STUDY

All the possible care has been taken to collect the information and

make the study as authentic as possible. However it is subject to certain

limitations. They are as under,

The time constraint limited the scope of the study

Based on the limited information it is not possible to arrive at proper

conclusion.

No other company in the same sector has been considered to evaluate

the performance in the market.



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CHAPTER - 2

INDUSTRY PROFILE

Global TTelecommunications (Telecom) IIndustry

The prospects of the global mobile market look robust with a

global subscription growth being over 20%. In comparison to developed

countries, the telecom markets in emerging economies in South Asia such as



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India, Indonesia, Thailand, Pakistan, Bangladesh, Malaysia and Sri Lanka

are growing rapidly and represent a huge opportunity.

Indian telecommunication industry

The Indian telecommunications industry has

experienced significant growth in recent years, mainly in the

mobile sector, with total wireless subscribers increasing from

13.0 million in March 2003 to 189.4 million subscribers in

2007. Historically, this sector was run by the Government

under the umbrella of the Ministry of Telecommunicationsof

Telecommunications and Information Technology,

Department of Telecommunications (DoT). The

liberalisationliberalization of this key sector began in the

early 1990s with the realisationrealization that in order to

achieve rapid and comprehensive development of the

infrastructure, wide scale investment was required and this

could not be fulfilled exclusively by public investment. Since

early 1998, all the different telecommunications services

areas have been opened up to competition and private

sector participation. This transition from a government-

controlled monopoly to an industry with widespread privatesector participation has been instrumental in the

telecommunications sector becoming one of the fastest

growing sectors in India.



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The Indian telecom industry has been growing at an

exceptional

rateRate over the last few years. As many as eight million telephone

connections, both wired and wireless were added in April 2008, taking the

total number of subscriptions to over 308 million.

Mobile subscribers in India (2003-08)

13

33.2852.22

90.14

165.1

269.3

0

50

100

150

200

250

300

2003 2004 2005 2006 2007 2008

Year

Noofsubscribers(million)

The total number of wireless subscribers in the country including

GSM, CDMA and WLL stood at over 269 million at the end of April 2008

in comparison to 13 million in 2003. India surpassed the US wireless market

to become the worlds second largest wireless network after China at the end

of March 2008. Declining handset prices and subscription cost, rising

affordability, rapidly increasing coverage and the growing concept of

multiple ownership is expected to further boost the wireless subscriber base.

This figure is expected to cross the 500 million mark in the next three to five



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years. The overall teledensity was around 25% at the end of April 2008. This

is expected to cross 40% by March 2012. The growing subscriber base has

positively impacted industry revenues which have risen consistently.

Revenues from cellular services are expected to increase by approximately

23%. However, the flipside of the growth in revenues has been the declining

Average Revenue Per User (ARPU). The ARPU from GSM subscribers has

declined from Rs. 366 per subscriber per month in March 2006 to Rs. 297

per subscriber per month in June 2007 and, 275 per subscriber per month as

on January 2008. The ARPU from CDMA subscribers has declined from Rs.

256 per subscriber per month in March 2006 to Rs. 206 per subscriber per

month in June 2007 and is Rs. 173, per subscriber per month as on January

2008.

Mobile Value Added Services (MVAS) industry.

Telecom operators in India face severe competition and with the call

rates being one of the cheapest in the world ARPU is declining and the

margins are under pressure. To retain customers in a predominantly pre-

paid, high churn market, to develop alternative revenue streams and to

differentiate between themselves, mobile operators are focusing on MVAS

for the next wave of growth. MVAS provides incremental revenue to the

operators with comparatively smaller capital expenditure. India has thus,

developed into one of the fastest emerging markets in the world for MVAS.

In India, MVAS revenues are currently around Rs. 50 billion. This is

expected to grow rapidly and cross Rs. 80 billion by the end of this fiscal.

According to industry estimates, MVAS accounts for around 8-10% of the

operators revenue at present. This fi gure is expected to cross 20% in the



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next 5-7 years. The Indian mobile industrys revenues from MVAS are

expected to grow at a CAGR of over 45% to cross Rs. 225 billion in 2011.

FAST GROWING MVAS REVENUE

CAGR- 45.7%

2006 2007 2008 2009 2010 2011

In addition to supply side drivers (such as the declining

ARPU, brand differentiation needs and the growing focus on entertainment

related content), demand side drivers such as the booming Indian economy,

increasing user comfort with basic mobility services, personalization of

content and devices, increasing consumer demand for MVAS, reduction in

call rates and cheaper handsets are also driving the growth of the MVAS

market.



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M-Radio, RBT press * to copy, Mobile investor.

COMPANY PROFILE

The company is incorporated in India on September 27, 2000

by OMSI, which was an incubated startup of Infosys Technologies Limited

(Infosys), to develop telecommunication software applications for the

mobile telecommunications industry worldwide. Its registered office is

located in Bangalore, India. It also maintainmaintains offices in Singapore,

Jakarta and Sydney. In December 2006, it acquired ITfinity, a mobile

technology software specialist based in India with an expertise in developing

mobile data products. It has recently acquired Vox mobili S.A. to expand its

product portfolio in data and to access markets in Europe and North

America. See

Vox mobili S.A. for more information. It was ranked the top value added

services company in fiscal 2007 by Voice & Data, a leading publication forthe telecommunications industry in India.

According to Nuance Communications, Inc., a leading

provider of speech and imaging solutions for businesses and consumers

around the world, it had the largest value-added services deployment of

speech ports worldwide of Nuance Communications, Inc., in fiscal 2007 and

2006.



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The Company's customers include major telecommunications

operators in India and in several overseas countries.

Some of the customers are as follows:

1. Telecom Operators

In addition to telecommunications operators, the Company also

markets its products and services to mediacompaniesmedia companies,

corporatescorporate, mobile handset manufacturers, content owners and

advertisers.

2. Data Services

http://www.vodafone.com/http://www.ufone.com/http://www.tataindicom.com/http://welcome.singtel.com/default.asphttp://www.reliancecommunications.co.in/webapp/Communications/home.jsphttp://www.mtnl.net.in/http://www.mobilinkgsm.com/http://www.lankabell.net/http://www.ideacellular.com/IDEA.portalhttp://www.myesia.com/http://www.du.ae/http://www.bsnl.co.in/index.htmlhttp://www.banglalinkgsm.com/http://www.aircel.com/http://www.airtelworld.com/


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3. Media Houses

4. M-Commerce

http://www.manoramaonline.com/http://www.espn.go.com/http://www.jagran.com/http://www.mtv.com/http://www.startv.com/http://www.india-today.com/http://www.setindia.com/http://www.big927fm.com/http://www.aol.in/http://www.aajtak.com/http://www.indosat.com/http://www.startv.com/http://www.espn.go.com/http://www.nokia.com/


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Some of the key performance indicators of the Company are as

follows:

o Operator ARPU Uplift 8-12 %

o Market Reach 390 million, including more than

100 million in international markets

o Total unique users 206 million

o Unique users / month 36 million

o Calls handled / month 5 billion

o RBT users / month 27 million

o Phone Backup downloads 22 million

o On-Device Portal downloads 4 million

http://www.tataindicom.com/http://www.famecinemas.com/http://www.vodafone.com/http://www.pvrcinemas.com/http://ezeego1.co.in/http://www.dhl.com/http://www.adlabscinemas.html/http://www.airtelworld.com/


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o Content usage Via M-Search 200% increase



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KEY EVENTS AND MILESTONES

DATE EVENTS

Septembe

r

2000

Incorporation of company and establishment of concepts of

products for mobile space

November

2001

First customer for telecom value added services

July 2002 Launch of multi-modal voice portal platform and applicationsOctober to

December

2003

Addition of three more customers in the telecom sector for

speech driven products

June 2004 Launch of multi-modal service offerings such as music

jukebox, karaoke and reverse auction

June 2004 Launch of ringbackring back tone application service

October

2004

Launch of services to first international telecom service

customer

November

2004

Launch of services for telecom service providers in the public

sector

October

2005

Launch of services with first media customer

October

2005

Launch of M-commerce services in India (railway ticketing)

September2006

Investments by consortium of investors comprising DeutscheBank AG, Jade Dragon (Mauritius)Limited and Kings Road

Investments (Mauritius) Limited

December

2006

Acquisition of ITfinity and their On Device Portal services

and products



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Main objectives of the company

The main objects enablesobjects enable company to carry on the

business that is carried on and proposed to be carried on by it.

The main objectives areobjectives are as follows:

To carry on the business of designing, developing, researching and

otherwise dealing or handling all types of telecom products, computers and

computer related systems, software systems, hardware systems,

communication systems, very large scale standard and semi custom

integrated circuits as well as

componentsComponents and parts or dealing with all products and services

targeted at the enterprise, wireless carrier and m-commerce markets

Servicing of all types of telecom and all computer related systems,

communication systems, software systems, hardware systems and

Manufacturing, designing, developing, improving, marketing, selling and

licensing telecom products, hardware, software, firmware and programs of

any and all description.



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CHAPTER - 3



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MANAGERIAL ORGANISATION STRUCTURE


Board of Directors


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MANAGERIAL ORGANISTION STRUCTURE

Bangalore Institute of Management Studies, Bangalore

Managing

Director and CEO

CTO

COO

Head-M & A

Investmentand Strategy

CFO

Co-HeadInternational

BussinessBus

iness and

alliances

Head Marketingand production

Mgmt

SBU- Head

private

operators

SBU-Head

Media

Strategic

Business

unit Head

SBU-Head,Public

uUndertaking

operatorsOpe

rators

SBU-Head,

Mobile

Marketing

SBU-Head,Data product

and services

Co-Head

Internationa

l Business

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Managing

Director and CEO

CTO

COO

Head-M & A

Investmentand Strategy

CFO

Co-HeadInternational

BussinessBusiness andalliances

Head Marketingand production

Mgmt

SBU- Head

privateoperators

SBU-HeadMedia

Strategic

Business

unit Head

SBU-Head,Public

uUndertaking

operatorsOperators

SBU-Head,

Mobile

Marketing

SBU-Head,

Data product

and services

Co-Head

Internationa

l Business

25

Board of Directors

Managing Director & CEO

COO CFO CTO Head M & AInvestment

and Strategy

Co-HeadInternation

al andalliances

Headmarketing &

Productionmanagement

SBU HeadMedia

Strategic

BusinessUnit Head

Co-Head

InternationalBusiness

SBU Head

PublicUndertaking

SBU Head

Data Productand services

SBU Head

MobileMarketingDirector-Marketing

& SalesSenior ManagerMarketinManager- Marketingand SalesBusiness AnalystJunior BusinessAnal st

Sr. Product andDevelo ment mana er

ProductionDevelo ment Mana erTrainees Technical Leader


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CHAPTER - 4


ProductionDevelopment Leader

Module Leader

Sr. ProductionDevelopment

Engineer

Production

DevelopmentEngineer


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McKinsey 7s Model

This model is developed by Tom Peters and Robert Waterman, who

have been consultants at McKinsey & Co. This represent the challenges of

service marketing, McKinsey developed a new framework for analyzing and

improving organizational effectiveness, the 7s model.



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Chart showing McKinsey 7s Model

The 3 hard Ss are factual and easy to identify. They can be found in

strategy statements, corporate plans, organizational charts and other

documentations.

The 4 soft Ss are difficult to describe since they continuously develop

and change as per the needs and wants of organization and also people at

work.

1. Strategy: The Company uses competitive strategies , to be one of the

global leading providers of MVAS. The strategies are technological

innovation, efficient control on its operation and maintaining good

relationship external and internal to organization.

2. Systems: All the formal and informal procedures that make an

organization working are systems. The organization has many

functional departments for the smooth running of the company. It also


StructureStyle

StrategyScope SystemsSubstance

Skillspeed

Staffsequence

Stylecale

SharedvaluesStrat

egicIntent

29

Hard Ss

Soft Ss


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relieves the top management from the burden of decision taking,

managing and controlling each and every department.

3. Skill: The Skill means the distinct competencies- what the company

does best and ways of expanding or shifting the competencies. Skill is

the practical ability one should possess to perform an assigned job.

Some of the employees update skills by themselves as per needs and

the company also provides certain training and development

programmes to meet the required quality. It offers a multicultural

environment and encourages people to work in collaboration.

Definitely an overpowering ambience, it forces people to put in their

best shot.

4. Style: The company follows participative style of leadership. The

work in departments is shared according to the skills acquired by the

employees. The employees are made to work in a team and participate

actively for the accomplishment of the assigned job.

5. Staffing: The companies strength lies in its emplo yees and the

company looks at strengthening its work force. Recruitment and

selection is done on the skills the company requires and people, who

think ahead of time; who innovate, The training and development

programme is provided for the employees . Performance appraisal is

done which helps the employee to know his weakness and to work

more on that to overcome that.

6. Shared values: The compan y main objective is to launch new

innovative products and to become leading providers of MVAS. The

employees have a shared understanding of why the company exist and



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these values have a great meaning because they focus attention and

provide a broader sense of purpose.

7. Structure: The company has hierarchical structure, which is followed

for control and authority of overall activity.



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CHAPTER-4



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HUMAN RESOURCE DEPARTMENT

Selecting the right person for a right job is very important. HRD

department does this act. The major function of this department is to

manage people at work. Managing people not only refers to working but

also it includes white collared professionals. Usually the HRD functions

will be tailor made to suit the organizational needs. Thus the main objective

of HRD is to maintain the cordial relationship by providing the maximum

welfare and thereby optimizing the personal contribution to the effecting

working of that undertaking.

Every organization achieves its ends by a proper utilization of the

monetary, material and human resources at its command. While the human

resource is only on resource, with which all the other resources are

mobilized and utilized to achieve organizational objectives. The human

resource management is a set of programmeprogrammed, functions, and

activities which is designed and carried out in order to increase the

effectiveness of the organization by improving the efficiency its employees.

Functions

Recruitment



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Promotion

Transfer Welfare and industrial relations

Identifying the needs of development

Arranging for programs, lectures, etc.

Apprentice training is also part of this department

Development programs for job rotation coordinating

Rewarding employees

Counseling employees

Canteen maintenance

Security maintenance

House keeping

Transportation

RECRUITMENT

Investing in people is one of the most important success factors

for any organization today. Human resources are an integral and important

part of any organization. The Company has put in place sound policies for

the growth and progress of its employees. The Company has in place

individual performance management systems to encourage merit and

enhance innovative thinking among its employees.

The Human Resource Portrait of the Company is an interesting



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mix of knowledge, skills, competence and orientation. The key to the

Companys hiring and retention strategy is the appreciation of diverse mix of

talent needed to execute the Companys business.

The Companys hiring spans the whole spectrum of hiring from

campuses to bringing on Board employees with proven capability and

experience. This ensures that the Company has a judicious mix of

experience in its employee base.

For the year 2007-08 the Company has added 324 (Full Time

Employee (FTE) + Contract) employees (as on March 31, 2007 the

employee strength (FTE + Contract) was 519). As on March 31, 2008, the

Company had 843 (FTE and contract) employees.

TRAINING

As the Company continues to scale on the people front, it has

focused on enhancing the learning and development opportunities offered to

OnMobilians. Training is provided as per the needs of the technology

required for completion of the project and according to the requirement of

the company. On above this the employees are given lecturing on disciplines

and about general topics.

In the year 2007-08 the Company has offered 1383 trainee days of

domain, soft skill and leadership training programs.

RETENTION

The Companys future success and ability to maintain competitive

position and implement its business strategy are dependent to a large degree

on its ability to identify, attract, train and retain personnel with skills that



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enable it to keep pace with growing demands and evolving industry

standards. However qualified individuals are in high demand and

competition for qualified engineers and personnel in the industry is intense,

and the Company may incur significant costs to retain or attract them.

The Company follows a rolebased selection process and emphasizes on

cultural fit of the prospective employee with its organizational values. As a

retention strategy, the Company has issued ESOPs. Further, in order to

mitigate themitigate the risk, considerable emphasis is placed on

development of

leadership skills and on building employee motivation.

The retention metrics for the year 2007-08 have been extremely

encouraging and positive. The annualized attrition % for confirmed

FTE for the year 2007-08 is 10.8%. The Company has seen a dip in

annualized attrition % age from 15.9% in 2006-07.

PERFORMANCE APPRAISALL

According to the performance of an employee, he is awarded,

promoted or demoted by the manager under whom the employee works.

Increments in salaries is mainly based on the performance of an individual.

Employee Benefits

a. Short term employee benefits including salaries, social security

contributions, short term compensated absences (such as paid annual leave)



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where the absences are expected to occur within twelve months after the end

of the period in which the employees render the related employee service,

profit sharing and bonuses payable within twelve months after the end of the

period in which the employees render the related services and non monetary

benefits (such as medical care) for current employees are estimated and

measured on an undiscounted basis.

b. Defined Contribution Plan: Companys contributions paid / payable

during the year to Provident Fund are recognized in the Profit and Loss

Account.

c. Defined Benefit Plan: Liabilities for gratuity funded in terms of a scheme

administered by the Life Insurance Corporation of India, are determined by

Actuarial Valuation made at the end of each financial year.

d. Liability for Leave Encashment is provided based on accumulated leave

credit outstanding to the employees as on the date of Balance Sheet.



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HR-MANAGER

HR- GENERALIST

ASSISTANT

HR-MANAGER

ASSISTANTTRAINEE -HR

HR-MANAGER

38


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APPLICATION DEVELOPMENT:APPLICATION

DEVELOPMENT


SENIOR

APPLICATION

DEVELOPMENTMANAGER

APPLICATIONDEVELOPMENT

MANAGER

TRAINEES

TEAM

LEADER

LEADER

TECHNICAL

SUPPORT

SENIORDEVELOPER

DEVELOPER

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Application development mainly deals with control of the project design

obtained from the business analysts during the client interaction.

The blue print or the use case obtained from the business analysts, and then

the application development manager discusses the planning with the co-

ordinates. Once the co-ordinate team approves the plan, the final outlining

will be submitted to directors of the corresponding (planning and designing)

for the approval. Once the planning is approved the other members of the

application development team will start designing the architecture and the

framework for the respective module.

This department mainly deals with analyzing, designing and finalizing the

planning.



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QUALITY DEPARTMENT

Quality is the means to attain customer loyalty. Hence involves the

responsibility of all the department equally i.e. the production department,

testing department, R&D department, application department, and the

marketing department.

Objectives

To investigate customer complaint

To take necessary action to answer the customer complaints.

To review service reports of field service and engineers and toidentify chronic problems

To take necessary preventive action to prevent the recurrence of the

problem/s



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Purpose

To ensure that all the end products of the unit are verified for the

conformation of safety, requirement by the customer and the specifications

for subsequent use in production or for dispatch.

Quality policy

To maintain quality leadership in all products and services

Total customer satisfaction through quality goods and services

Commitment of management to quality

To create culture amongst all employees towards total quality

concepts

Total quality through performance leadership

To check the proper functioning of the testing equipments and the

records those are to be maintained for the purpose

The Company is committed to the eight guiding Quality Management

principles of



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1. Customer Focus

2. Leadership

3. People Involvement

4. Process Approach

5. System Approach to Management

6. Continual Improvement

7. Fact-Based Decision-Making and

8. Mutually Beneficial Supplier Relationships.

The Company uses an ISO framework for Information Security and aspires

to be ISO 27001 compliant in the near future. The Companys various

products/services are subjected to periodic and rigorous

assessmentsrigorous assessments by reputed external assessors.

Sales, Marketing and Business Development

The sales, marketing and business development team is responsible

for the development of strategic distribution partnerships, alliances and

direct sales, including contract negotiations. This team also works closely

with existing customers to expand the range of services deployed and grow



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revenue from their subscriber base over the life of the contract the company

have with them.

Marketing SupportMarketing Support

The company has assigned to each customer a marketing team

consisting of a key account manager and a team of marketing specialists,

who will work closely onsite with customerswith customers marketing

teams to identify new business opportunities and define, develop and launch

new products and services so as to maximisemaximize revenue.

Operations Support

They have also assigned to each customer an operations team

consisting of an operations manager and a team of operationsof operations

engineers, including engineers whom company employ on a contract basis,

to assist customerassist customer in rolling out their products and services,

monitoring their operational performance and providing operational support.


SR.MANAGER -

MARKETING

DirectorIRECTOR -MARKETINGarketing and &


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MANAGER

MARKETING AND SALES

MARKETINGEXECUTIVES


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As of January 31, 2008, company is having 155 employees working in

sales, marketing and business development team, of whom 144 were

permanent employees.



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INFORMATION SYSTEM


TECHNICAL

LEADER

PRODUCT

DEVELOPMENTLEADERDEVELOPMENT

LEADER

MODULE

LEADER

SENIOR PRODUCT

DEVELOPMENT ENGINEERTRAINEES

PRODUCT

DEVELOPMENT ENGINEER

47

PRODUCTDIRECTOR

SENIOR PRODUCT

DEVELOPMENT

PRODUCT

DEVELOPMENT MANAGER


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PRODUCTION DEPARTMENT

Production department is the management of organization

productive resource, which converts inputs into organization products and

services. A Production system takes inputs like raw material, labor,

machines, buildings, technology, money, information and converts them into

output. This what is called operational and production and is the

predominant activity of production system. The hierarchy is as shown below


PRODUCTIONDIRECTOR

Sr. MANAGER

PRODUCTION

MANAGERPRODUCTION

LEADPRODUCTION

ENGINEERS


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FINANCE DEPARTMENT

FINANCE DEPARTMENT

Every organization irrespective of its size and mission may be viewed as

financial entity. Financial management is broadly concerned with the

acquisition and use of funds by a business firm. Finance to any organization

is like blood to human body. Financial management in many ways is an

integral part of jobs of managers who are involved in planning, allocation ofarea which are specialized in nature and which are attended to by specialists.

Financial management is that managerial activity which is concerned

with the planning and controlling of the firms financial resources. We

know that firms create manufacturing capacities for production of goods,


HELPERS TRAINEES


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Management of the firms asset structure

Determining the capital budget.

Managing the liquid resources.

Establishing the credit policy.

Controlling the levels of inventory.

Periodic duties and responsibilities

To look for alternate sources of funds.

To look for alternate less expensive sources of funds.

Arrange for annual audits of accounts.

Review of balance sheet.

To exercise the cost control and cost reduction techniques.



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Accounting for Employee Benefits

Defined Contribution Plan. contributions paid or payable during the year

to employees provident fund

areAre recognised in the profit and loss account.

Defined Benefit Plan. Liabilities for gratuity funded in terms of a scheme

administered by the Life Insurance Corporation of India are determined by

actuarial valuation made at the end of each fiscal year. Provision for

liabilities pending remittance to the fund is carried in the balance sheet.

Actuarial gain and losses are recognized immediately in the statement of

profit and loss account as income or expense. Obligation is measured at the

present value of estimated future cash flows using a discounted rate that is

determined by reference to market yields at the balance sheet date on

Government bonds where the currency and terms of the Government bonds

are consistent with the currency and estimated terms of the defined benefit

obligation.

Leave Encashment. Liability for leave encashment is provided based on

accumulated leave credit outstanding

to the employees as on the date of the balance sheet.


TRAINEES-

ACCOUNT


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RESEARCH AND DEVELOPMENT DEPARTMENT

The research and development department can be called the

intellectual property of the organization which is responsible for tracking

mainly the change in technology from time to time. It is also responsible for

meeting the customer needs and hence providing the quality.

The input for the research and development is from the marketing

department, customer requests, change in technology, purchase department.

The output will be in the form of the new product and the new version of the

existing machines. The output will be in the form of documents and designs

which will be one of the inputs to the production department. The research

and development department is also responsible for the study of feasibility

of the production of the new product.

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find out

the truth which is hidden and which has not been discovered as yet. Though



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each research study has its own specific purpose, we may think of research

objectives as falling into a number of following broad groupings:

To gain familiarity with a phenomenon or to achieve new insights into

it (studies with this object in view are termed as exploratory or

formulative research studies)

To portray accurately the characteristics of a particular individual,

situation or a group (studies with this object in view are known as

descriptive research studies)

To determine the frequency with which something occurs or with

which it is associated with something else (studies with this object in

view are known as diagnostic research studies)

To test a hypothesis of a causal relationship between variables (such

studies are known as hypothesis-testing research studies)

India being the main market, the Company is fast expanding in

to many other developing and developed markets.

The Research and development (R&D) efforts are focused on

Reaching out to as many users as possible across multiple channels, given

the different capabilities of handsets and networks;



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Making the services affordable, particularly given the low-ARPU and

challenging recharge patterns, in the developing markets;

Serving a totally-new set of subscribers, who have joined the mobile

network;

Making the services easy to use, with Localization, Easier Content

Discovery and Personalization.

Product Profile

The company provides a wide range of telecommunication solutions

which can be broadly categorisedcategorized as follows:

Multi-modal Platform. The multi-modal platform, MMP2500, is the

core platform on which all their applications operate. MMP2500 is a

carrier-grade system that effectively integrates multiple delivery

modes and payment and subscription options for 2, 2.5 and 3G

networks and handsets; and

Application Products. The application products can be broadly

categorisedcategorized into network based in-call solutions,solutions;



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voice based multi-modal portal, WAP and on-device client software

applications, interactive media solutions, mobile commerce solutions

and mobile marketing services.

Multi-modal Platform, MMP2500

The multi-modal platform, MMP2500, provides carriers with

the scalability, flexibility and technology investment protection they need

for deploying enhanced multi-modal applications within their networks to

their entire subscriber base. The multi-modal platform:

enables the rapid deployment and delivery of software applications across

multiple delivery modes such as voice, SMS, MMS, USSD, WAP and on-

device software applications, thus fully leveraging wireline, 2G, 2.5G

and 3G networks and handsets

enables the delivery of applications in multiple languages including 10

Indian vernacular languages



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provides multiple payment options for subscribers allowing them to make

payments using their mobile phones by credit card, debit card and direct

debit

provides multiple payment and subscription models for subscribers

including premium access, pay-per-use,

pay-per-transaction and time-based models to promote subscribers access.

The multi-modal platform seamlessly combines speech, text

and touch input with graphics, text and audio output to deliver enhanced

applications and services, thereby improving user experience and encourages

greater usage. We have adopted speech recognition technology, which

enables users to access services by voice commands in multiple languages,

including 10 Indian vernacular languages, as of the primary user interface to

meet

increasing market demand for simpler interfaces.

Application Products

The application products can be broadly categorised into:

network based in-call solutions;

voice based multi-modal portal solutions, WAP and on-device application;

interactive media solutions;



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mobile commerce and corporate solutions; and

mobile marketing solutions.

Network Based In-Call Solutions

The network based in-call solutions are applications that are

deeply embedded within the carriers network infrastructure and integrated

into the carriers billing, provisioning, service management, customer care

and other core network systems.

o Ring back Tones

The ring back tone application enables callers to hear ring back

tones, which are songs or voice-recorded clips chosen by the subscriber,

instead of the traditional ringing sound, while waiting for the called party to

answer the call. The ring back tone application enables users to search for

and download a rich variety of high-quality ring back content, including a

repository of songs, live updates, such as sports scores, news updates or to

create their own personalisedpersonalized ring back content. Multiple ring

back tones can be customisedcustomized to identify different caller groups

or to be played at a specified date or time and can be used in a shuffle mode

so that different songs will be played to consecutive incoming calls.

They first launched their ring back tone application in 2004 with

Vodafone Essar. Since then, they have launched numerous different ring

back tone features which have resulted in an increase in the number of

subscribers of the ring back tone service. For example, They had

approximately 400,000 subscribers of their ring back tones service when

they launched the ring back tones for specific members in November 2004.

This increased to approximately 2.4 million subscribers in 2005 with the



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launch of their new feature which allows end-users to select songs using

SMS and approximately 4.4 million subscribers in 2006 with the launch of

auto dialer ring back tone product.

In 2007, the companywe launched another advanced feature,

Press-*-to-Copy, for ring back tones products, which allow end-users to

subscribe for and to set their preferences in an intuitive and easy manner

leading to faster market adoption and increased usage of the service, and this

resulted in an increase in the number of ringback tones subscribers to

approximately 11.3 million. As of June 30, 2007, they have over 10 million

subscribers of their ring back tone service resulting in over 2.6 billion calls

each month. They believe that the deployments of ringback tones

applications have resulted in significant ARPU uplifts for their

telecommunications operators customers.

o Dynamic Voicemail and Missed Call Alert Service

The missed call alert service is a messaging service,

offering multi-modal alerts of a missed call or voicemail received when the

handset is in use, turned off or when the user is outside of his or her

coverage area. This service allows for users mailboxes to be managed

dynamically and is particularly useful in countries where a majority of users

are pre-paid. Additionally, the service enables users to quickly access their

voicemail as they have the option to navigate and manage their voice

mailbox using speech technology.

o Voice SMS



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The voice SMS application is a new short messaging service

that addresses the limitations of conventional SMS messages such as

character limitations and the lack of support for vernacular languages by

using voice instead of text. The voice SMS application is easy to use and,

compared to SMS, adds an emotional dimension to messaging. It also

provides flexibility to users by supporting multiple languages and enabling

users to customize the duration of their messages. Users can also review

their messages and re-record their messages, have the option of sending their

voice messages during non-peak hours and can customise the application to

ensure that the voice messages are not sent to roaming recipients.

Voice Based Multi-Modal Portal, WAP and On-Device Applications

The on-device client software application is a handset-installed

solution that leverages the capabilities of subscribers handsets by enabling

data services and content to be embedded directly onto the subscribers

handsets, so that subscribers can easily access and download data services

and content instantly and without continuous network coverage, resulting in

simpler and faster navigation, increased personalisation, and an overall

improved experience for users. Service providers and customers also benefit

as their brands will have a permanent presence on a subscribers handset in

addition to revenue from increased volume of transactions as subscribers can

access data services and content offline. The on-device application also

allows service providers to dynamically publish content on subscribers

handsets to ensure a consistent user interface across vendor devices.

The voice based multi-modal portal, WAP and on-device portal

solutions consist of content-based applications which enable users to access



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personlisedpersonalized messages with a background score of their choice or

songs sung karaoke-style by the user. Further, musicard application allows

visuals such as pictures or other images to be transmitted to devices with

MMS functions.

- Music Jukebox. The music jukebox application allows users to access

content and services in multiple languages from one place. Users can

download songs from music jukebox and set them as ringtones and ringback

tones or sing to selected songs in karaoke style, record it and forward it to

other users. The music jukebox application supports multiple carrier

technologies such as GSM and CDMA.

o Information and Entertainment Solutions

Subscribers to the information and entertainment solutions can

get information in a variety of categories on an on-demand basis. For these

services, the company receive a percentage of the revenue earned by

customers from the

subscribers. By combining voice, SMS and WAP technologies, wethey offer

a wide range of information and entertainment products to users:

- Sports Updates. The sports update application allows users to get live

updates and commentary of sporting events such as cricket, football and the

Grand Prix motor racing on their mobile phones. In addition, users can

participate in contests, browse other sports-related content and subscribe for

scores updates. The content is regularly update and archive to ensure that

users can access updates and information even when a live event is not

occurring.



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- Stock Updates. provide information on the stock market for all markets of

interest to the customers including the latest stock updates, market updates

on the top three gainers and losers for the day and basic stock quotes such as

last traded price and stock movement. Users can build their own portfolio of

stocks using this application and subscribe for daily alerts.

- Movie Updates. Users of this application can access movie previews,

reviews, sound bytes, movie trivia, gossip and movie updates and browse

movie theaters for movie timing. Users are also able to receive SMS alerts of

the latest movie releases and purchase movie tickets using their mobile

phones.

- News. provide news content on a real-time basis in multiple languages

accessible by categories such as politics, business or international news.

Users can subscribe for alerts with callbacks for breaking news.

- Logos. provide a wide variety of logos that users can select and download

onto their mobile phones using voice.

- Jokes. jokes application allows users to browse, select and listen to jokes

with the help of voice commands. Users can send jokes to their friends or

submit their own jokes to the company repository.

- Devotional Songs. This application gives users access to a repository of

devotional songs in multiple languages using voice, SMS and WAP. They

provide content related to many of the major religions of the world.

- Astro Zone. astro zone application allows users to download

personlisedpersonalized horoscopes on the users mobile phones based on

astrology or numerology, tips on feng shui and personality analysis.

- Audio Streaming. audio streaming solution allows users to receive content

of a live event even on a 2G network. Live audio commentary is streamed



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from a web server onto ourtheir in-network platforms and channeled to

users. Prior to the introduction of live audio streaming service, users who

wanted to receive live content had to install streaming software onto their

mobile phones. With live audio streaming solution, the company have

moved the streaming software from the handset to their in-network

platforms allowing users to access streaming audio content at anytime from

any handset.

o User-Generated Content Solutions

OurTheir user-generated content applications use on-line content created and

published by the end-user subscribers. For these services, wethey receive a

percentage of the revenue earned by ourtheir customers from the subscribers.

By combining voice, SMS and WAP technologies, wethey offer a wide

range of user-generated content solutions to users:

-Find-a-Friend. With find-a-friend application, users can search for an ideal

friend using their mobile

phones. Users create profiles which are securely stored on the company

database to protect each individuals privacy. Users can search or browse

through the profiles in database on the basis of gender, location and age and

can establish contact with a potential friend using voice or SMS. The

recipient can choose to respond to or delete such voice or SMS or block a

sender. All communications are channeled through customer deployed

platforms maintaining each users anonymity.

- Contests. contest solution enables carriers, media and advertising

companies, corporates and merchants to set up contests for mobile phones



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enquire about the price and availability of movie tickets and to book tickets

in real time using their mobile phones with SMS confirmation of purchase.

Multiplexes such as PVR Ltd, Shringer Cinemas Ltd and INOX Leisure Ltd

offer this service to their customers.

Pre-paid Recharge. pre-paid recharge solution allows carriers to offer

users the option to directly top up their pre-paid cards using their mobile

phones at any time and anywhere using their credit cards or through their

accounts with selected banks.

Bill Payment. bill payment solution, launched in September 2006 with

Airtel, allows users to make credit card payments for utility bills from their

mobile phone and sends alerts to users when payment is due.

Shopping Mall. shopping mall solution, allows users to buy a variety of

products such as mobile phones and electronic goods with their credit cards

or cash-on-delivery.

Mobile Marketing Solutions

The mobile marketing solution includes an outbound calling

facility designed to send out automated messages about new promotions and

offers on products and services to a specific list of users based on the target

profile. The mobile marketing solutions enable the advertiser, corporate

client or merchant to direct their marketing efforts to a target subscriber

group chosen based on a pre-defined set of profile parameters set by the

advertiser, and thereby helps the advertiser to avoid wasting a significant

portion of their advertising budget on non-target subscribers due to its

inability to profile the subscriber.



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When the outbound dialing facility contacts a user and the

user is connected, the system becomes an interactive sales tool and

information on a product or service can be gathered or dispersed. The

solution can be customised so that outbound calls are only made to users

who are not on roaming and to remember preferences from the previous

calls such as choice of language.

The mobile marketing solution is multi-modal and supports

multiple interaction modes such as voice, SMS, DTMF and WAP, as well as

multi-lingual platforms, thereby creating an easy to use interface for users

and an enhanced web-based interface for the customers to create, schedule,

monitor and manage promotions.

This is an example to show how the service is provided to the end users.

The figure depicts the mobile audio value chain of caller Ringback Tones.



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http://www.medianama.com/wp-content/uploads/2008/07/onmobile-valuechain-simplified.jpg


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CHAPTER -5



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MISSION OF THE COMPANY

Is to innovate and launch new services which allow consumers to

change

Change the way they live and interact, via mobile phones.

VISSION OF THE COMPANY



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Vision 2010 - program, to become one of theleaders in the global

MVAS industryis under implementation

SWOT ANALYSIS

Strengths

Its significant market share in Indias fast growing

telecommunications, value added services market

Long-term customer relationships which create high technological and

time-to-market barriers to entry for new entrants



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Proven track record in bringing innovative solutions to market

Blue-chip customer base

They draw significant benefits from its scale of operations and breadth

of products

Experienced management and core engineering team

Weaakness

Limited operating history may make it difficult for prospective

investors

To evaluate its business.

Narrow business focus.

Carrier network congestion or failures could reduce its sales,

increases increase costs or result in a loss of revenue.



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Opportunities

Effective marketing, promotion and pricing of the subscribers service,

by its customers may make aware of applications and services available and

to earn more revenue.

Proper management of growth increases the profitability and cannot

disrupt the business.

In India, the company has long-term relationship with blue-chip

operators, sizable market share, combining with product portfolio, proven

ongoing product innovation and ability to scale . The company plans to build

on the market leadership in India.

The company is fast expanding in to various international markets,

and is already operational in 20 countries. Thus the company is uniquely

positioned to grow into one of the leading global providers of MVAS.

Threats

As they expand outside of their existing markets, they may face added

business, political, regulatory, operational, financial and economic

risks, any of which could increase its costs and hinder its growth.

It face risks associated with currency exchange rate fluctuations

They may be adversely affected by new government regulations

implemented for the telecommunications value added services

industry in which they operate.



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BIBILOGRAPHY

Organizational Behavior Ashwathappa

Human Resource Management- K.Ashwathappa

Company Prospectus and reports

Journals

Website: www.onmobile.com

http://www.onmobile.com/http://www.onmobile.com/


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MVAS ECOSYSTEM



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Content

Owners

Develop and ownContent. For e.ge.g., music

Games.

Contentaggregator Collect and package

different kinds of contentsuitable for mobile platforms

like caller ring back tone,

wallpapers etc,

Application serviceprovider Develop and install

applications that allow

easy access to the contentand content free

applications.

Platform

Providers Own the delivery platform

and application

Mobile provide last mile accessOperators allowing the end user

Listen, view and download

Onmobile Report

Documents

Transcript of Onmobile Report