A COMPREHENSIVE STUDY OF CONSUMER SATISFACTION TOWARDS

RELIANCE NETCONNECT+

a case study of visakhapatnam

Submitted byRajesh. AMBA – 3RD TRIM1225110102

introduction

Internet is a fast growing tool Offers opportunities for people &

businesses Rapid changes in technology Leads to better infrastructure

capacities Faster speeds and lower costs Intense Competition GSM vs CDMA

objective of study

AIM to know the customer perception towards

the use of Reliance Net Connect devices

OBJECTIVE to analyse customer tastes & preferences the customer satisfaction levels of Reliance Net

Connect competitors in market ▪ MTS MBlaze & Tata Photon in the CDMA category ▪ IDEA, AIRTEL & BSNL in the 3G GSM Category.

scope of study

Geographical- Visakhapatnam & suburbs

Primary focus – CDMA USB Net Connector devices

company profile

Anil Dhirubhai Ambani Group (ADAG)- India’s top 3 pvt sector businesshouses in terms of net worth

RCOM - India's largest private sector information & Communications Co.

over 100 million subscribers pan-India, Optical Fibre network for

convergence distribution of power (Reliance

Infrastructure Limited)., financial services

(Reliance Capital Ltd)

vision

By 2015, be amongst the top 3 most valued Indian companies, providing Information, Communication & Entertainment services, and being the industry benchmark in Customer Experience, Employee Centricity and Innovation.

Competition in vizag

reliance netconnect+ advantages

 Wireless broadband for laptops and

desktopsSPEED - Download speeds up to 3.1 Mbps and

upload speeds up to 1.8 MbpsMOBILITY – Access Internet anywhere

anytime. Simply plug and playCOVERAGE - Connectivity across 24,000

towns and 6 lacs villages, as well as along major highways, railway routes, airport lounges and remote locations in India

reliance netconnect+ disadvantages

Limited to CDMA sims 3G has open market solutions Speed cap of 3.1 Mbps Advertised 3.1 mbps on limited cities

only (1.5 to 2 mbps practically) Other places it’s only 144 Kbps(Basic

CDMA 1X network)

importance of the study

helps the organization to deliver the desired level

of service

to set benchmarks &

standards.

determine the factors

responsible for increase in customer

expectations.

differentiate between realistic & unrealistic customer

expectations.

market survey

PRIMARY DATA SAMPLE SIZE – 100 Areas covered – Vizag, Gajuwaka,

Gopalapatnam

KRO’s 20

Chain stores 30 Secondary outets 50 Direct Sales Outlets 10

100

findings

Handsets

Data cards

Promotional Visibility

RELIANCE MTS TATA GSM491 761 408 18635

RELIANCE MTS TATA GSM120 210 60 35

RELIANCE MTS TATA GSM532 585 144 1573

market share

30

35

25

10

Market Share

Reliance Netconnect +

Tata Photon+

MTS Mblaze

Others

data card survey

Sample size – 100 respondents Sample universe – visakhapatnam Type of sampling – judgemental Method of data collection –

questionnaireSAMPLE: Which broad band net connector are you using ?

Response Frequency Percentage

Reliance Netconnect+

40 40Tata Photon+ 50 50MTS MBlaze 7 7others 3 3

findings

Reliance Communications, has lost the early mover advantage losing its market leader status to TATA Photon+

72% of all respondents said speed is a primary determinant to buy a USB Net Connector

72

3

25

Determinants to buy

SpeedEase of useEconomy

findings

60% of respondents were not satisfied with the speeds of their USB Net Connectors.

Reliance Netcon-nect+

Tata Photon+

MTS Mblaze

Others0

5

10

15

20

25

30

SatisfiedNot satisfied

findings

54% of respondents expressed a desire to shift to another Service Provider

43

54

3

Satisfied with current ISP

SatisfiedNot satis-fiedNeutral

suggestions

Reliance Communications should focus on emerging markets especially in rural areas where its infrastructure gives it an edge over others.

Focus on marketing & awareness programmes to show the utility value of a USB Net Connector for first time buyers

Focussing on existing wired Broadband customers especially business people to show the utility value of USB net Connector as an additional device to be used while travelling.

Trying to achieve Economies of scale to bring tariff rates down further to be more competitive.

suggestions

Reliance should try to expand its prepaid user base by poaching subscribers from TATA, MTS by offering better tariffs and schemes as this is a intensely competitive area.

To ensure product differentiation by adopting unique designs, colours and features like memory card slots, wi-fi routers etc to target specific segments of markets like youth, office goers, business men etc.

Offer additional roaming benefits especially international roaming features for business travellers.

conclusion

Marginal product difference between Reliance Netconnect+ and its competition.

The speeds are not comparable to the speeds of fixed landline based broadband providers.

  

conclusion

However Reliance Communication has several advantages over its competitors

Ready availability of Infrastructure

Capital Infusion capacity

Strong Pan-India presence of

distribution channels

conclusion

The competition from 3G based service providers is negligible today • but it will increase in future

bring down prices, increase speeds and provide qualitative features like designs, colours etc • ensure product differentiation and

diversification which will be the major success determinants in future

THANK YOU