Market Study Report

MARKET STUDY
FOR MARKET SOLUTIONS (PVT.) LTD.
Vivek Menon
(Reg. No: 85270050)
Under the Guidance of

Prof. (Dr.) P. R. Wilson
Submitted in partial fulfillment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
to the Cochin University of Science and technology
School Of Management Studies

Kochi-682022, Kerala, India
Year-2009

MT SOL/1001/2/09
2/04/09
Certificate
Certified that Mr. Vivek Menon, MBA (FT) student of School of Management Studies, Cochin
University of Science and Technology has successfully completed his Project Work – Market
Study for Market Solutions (PVT.), Ltd. under the guidance of Mr. Hari Krishnan, Manager -
Marketing in Market Solutions during the period 16/12/08 to 19/2/09.
Harikrishnan
Senior Manager
Market Solutions
Marketing Off: 2K, Vattolly Towers, Near North Rly Station, S.R.M Road, Cochin – 17, Kerala, India. Ph: +91 484 4042480
Admin. Off: Mangalya Towers, Main Road, Mannarkkad, Palakkad Dt, Kerala, India – 678582. Ph: + 91 4924 224351
E‐ mail: info@marketsolutions.co.in www.marketsolutions.com
CERTIFICATE
This is to certify that this project MARKET STUDY FOR MARKET

SOLUTIONS PVT. LTD. is a bonafide work done by Vivek Menon of the
fourth Semester MBA student of School of Management Studies at the
Cochin University of Science and technology.
Prof. (Dr.) P. R. Wilson Prof. (Dr.) K. B. Pavithran

Project Guide Director
DECLARATION
I, Vivek Menon, fourth semester MBA student of school of

Management Studies at the Cochin university of science and
technology do hereby declare that this project MARKET STUDY
FOR MARKET SOLUTIONS (PVT.) LTD. under the guidance of
Prof. (Dr.) P. R. wilson, professor, School of Management Studies
in partial fulfillment of the requirement for the award of the
degree of Master of business administration is a bonafide project
report. I also declare that this report has not been previously
formed the basis of award of any Degree, Diploma, Associate ship,
Fellowship or any other similar title of this or any other university
or institution.
Place:
Date: Vivek Menon

ACKNOWLEGEMENT
I would like to acknowledge my profound sense of gratitude

to:
The Almighty for giving me strength and ability to successfully

complete the study and make this report on time
Prof (Dr.) P. R. Wilson, Professor, School of Management, Cochin

University of science and technology, my guide for this study, who
guided me with his valuable suggestion. He was a source of
inspiration for me to complete the study and make this report on
time and was instrumental in shaping this report.
Mr. Depeesh George, CEO Market Solutions PVT. Ltd. for giving
me an opportunity to undertake such a study and for his sincere
support which he rendered throughout the study. He was
instrumental in helping me to understand his organisation and
directing his staffs to cooperate with me to accomplish this study.
Mr. Harikrishnan, Chief Operating Officer, Market Solutions PVT.

Ltd. - My internal guide in the organisation who guided me at
every stage of the project and with necessary inputs throughout
the project he was instrumental in successful completion of this
project without any stumbling block.
Mr. Sylesh N., Student, MBA (FT) – SEM IV, School of

Management Studies for his help and support which he rendered
throughout the study and played a key role in shaping this report.
This great institution of excellence which has encouraged me to
undertake such an organization study. I also extend my sincere
gratitude to our Director, Prof. (Dr.) Pavithram K. B., of School
of Management Studies of the Cochin University of Science and
technology.
To all employees of Market Solutions PVT. Ltd. for their kind

cooperation for completion of this work.
ABSTRACT
The project is a Market study report on the feasibility of Location based

search facility being launched by Market Solutions (PVT.), Ltd. The study
was conducted to check the market feasibility and financial viability of the
proposed system.
The study started through literature review to understand the dynamics of

the business environment the organisation and industry is operating.
Competitor analysis was done with literature review and through interview
with the company staffs to get an insight to the marketing strategies
adopted and financial management followed by the company.
Prior to the study an organizational study was done at Market solutions to

understand the departments, work process, Marketing techniques and
financial Management done at the company.
After defining the scope of study the study was limited to analyse the market
feasibility of location based search and to supplement the company with
necessary business inputs if possible. Population of the study was
Ernakulam town excluding the suburbs. Certain hypotheses were made
which were the key factors or questions the company had to tackle for
successful marketing of its proposed system. The methodology followed was
data collection through questionnaire and schedule. The collected data was
tabulated and interpreted. The data then was put analysis with SPSS for
checking correlation among its variables and to test the hypothesis of the
study around which the study was centered.
With the analyzed data, Target markets were identified by developing simple
simulation software in MS Excel. The data was compared with the literature
review and showed positive relation which validated the entire study. A
market report was developed after combining the literature review with the
study. Financial viability was later added to the same to extrapolate the
trend and analyse the strength of the proposed system.
During the project we were able to provide two business inputs to the
company one – A marketing seed plan and second – Project recruitment for
expansion of the company activities.
LIST OF CHART, TABLES AND FIGURES
Chart
Chart No. Particulars Page No:

1 Mobile phone Subscribers 02
2 No: of Subscribers to Total Population 03
3 % of market share 04
4 Flow chart for Methodology 12
5 Flow chart for Sampling 13
6 TPS showing working of a location based search 17
7 TPS showing working of Content Based Search 18
8 TPS showing working of Vehicle Tracking System 19
9 Per minute Cellular tariffs (in US cents) 23
10 Effective margin 23
11 Mobile GPRS search pattern 28
12 Indian Mobile browsing for 2006 – 08 29
13 Years Mobile phone used 49
14 Mobile operators tried 49
15 Daily Travel Pattern 50
16 Weekend travel 50
17 Weekend Travel habit 50
18 switching over to other service provider 51
19 Mobile phones having GPRS 52
20 GPRS Activated 52
21 Knowledge of GPRS as search facility 52
22 Spending on GPRS 53
23 Usage rate of VAS 55
24 Purpose of using mobile phone 55
25 VAS usage 56
26 Tried Searching places 57
27 Current Searching Source 58
28 Willingness to subscribe to LBS 58
29 Need felt during travel 59
30 Search preferences 60
31 Preference Mode 61
32 SMS Vs GPRS 61
33 Inter - Class Comparison 84
34 Flow chart for financial feasibility 89
35 Project Cost spread over a year 93
36 Cost items spread over a year 93
37 Revenue sharing in the business 94
38 Seed plan process 99
Tables
Table No. Particulars Page No:

1 Applications of ypkerala 07
2 Strata of sample 14
3 Stratification of Salaried Class 15
4 Stratification of Business Class 16
5 Hypothesis of the study 48
6 Factors influencing LBS during travel 60
7 Subscribe LBS vs. VAS usage Cross tabulation 63
8 Subscribe LBS vs. Frequency of travel 64
9 Subscribe LBS vs. Frequency of travel 65
10 Preference Mode of LBS * Frequency Table 67
11 Crosstab: Preference LBS vs. Mobile Phone GPRS 68
12 Crosstab: Preference Mode of LBS 68
13 Crosstab: Preference Mode of LBS 70
14 Crosstab Category VS. Past experience of using LBS 71
15 Crosstab: Category VS. Felt need while travelling 72
16 Crosstab: Category VS. Frequency of travel 73
17 Crosstab Category VS. Subscribe LBS 74
18 Crosstab Category VS. Past Experience 75
19 Crosstab: Category VS. Felt while travelling 76
20 Crosstab: Category VS. Subscribe LBS 77
21 Student Class 80
22 Salaried Class 81
23 Business Class 82
24 Intra class comparisons 83
25 Inter class comparisons 83
26 target market among the classes 84
27 Project cost & Sources of financing 90
28 Spreading of Cost 92
29 Calculation of Operating profit / Month 95
30 The Kerala Market 96
Diagrams
Diagram No. Particulars Page No:

1 Market Solutions webpage 05
2 Ypkerala webpage 08
3 VAS as savers 24
4 VAS growing trend 25
5 Web page of Sulekha.com 35
6 Web page of Justdial.com 37
7 Web page of INFOMEDIA Yellow Pages 39
8 Web page of WEBINDIA123.com 42
9 Web page of Getit.in 45
10 Web page of Mumbai Yellow Pages 46
11 Web page of Calcutta Yellow Pages 46
12 Seed plan 100
CONTENTS
Topic Page No:
Certificate from organization i
Certificate from guide ii
Declaration iii
Acknowledgement iv
Abstract v
List of figures, tables and chart vi
Chapter
1. Study Objectives 1
2. Introduction 2
3. Methodology of the study 12
4. Business Study 17
5. Literature review 22
6. Hypothesis of the study 48
7. Data Presentation and interpretation 49
8. Testing of hypothesis 63
9. Finding the target Market 79
10. Competitor Analysis 85
11. Financial Feasibility 89
12. Management Implication and Recommendation 99
13. Conclusion of the study 102
Annexure
Bibliography
Chapter 1
Study Objective
Objectives of the study
The Market Study was conducted with the following objectives:

1. To check the Market feasibility for Mobile Search Application for
Market Solutions
2. To find the Market Target group within the population of study
3. To check the Financial feasibility for Mobile Search Application for
Market Solutions
4. To provide Market Solutions with Business Inputs necessary for the
growth of the organisation
Market study for Market Solutions (PVT.) LTD Page 1

Chapter 2
Introduction:
• Indian Mobile Phone Industry
• About Market Solutions

M
Mobile p
phone Industr
I ry
n Mobile Industry Overview

Indian w
India's
s telecom story is shining.
s T
The country has be
ecome the
e fastest growing
g
telecom
m marke
et in the
e world, adding a stagge
ering 83 million mobile
subscrribers ove
er the lastt 12 montths (In 2008). At th
his pace, In
ndia is all set to
overta
ake US to become the world's
s second largest mobile
m marrket by May this
year or just ano
other thre
ee months
s.
nd Februa
Aroun ary last year,
y Ind
dia overto
ook Russ
sia to bec
come the
e third
largestt mobile market.
m
India's
s total mobile
m subscriberr base now
n stan
nds at 2
237 milliion in
compa
arison witth China''s 534 million,
m US
S's 257 million
m an
nd Russia
a's 172
million
n. At currrent grow
wth rates, India wiill cross the
t million mark by
264 m
May, overtaking
o g the US.
Mobile P
Phone Sub
bscribers
534
No: of Subscribers
600
400 257 237

7
172
200
0
China U
US Indiaa Russia
Subscribers ((In Millons) 534 257
2 237 172
Chart No: 1
Fastes
st growth
h recorde
ed in Indiia
Accord
ding to th
he latest data
d availa
able from Informerr Telecoms
s and Med
dia, 83
million
n is the highest nu
umber of subscriber
s rs added to any mo
obile netw
work in
the wo
orld betwe
een Febru
uary 2007
7 and Janu
uary 2008
8.
China, which used
u to be
e the faste
est growin
ng till 200
06, added
d just 76 million
m
subscrribers in the sam
me period
d, showin
ng signs of a miild but definite
d
slowdo
own. And
d this has
s been going on for while. India
I has not only
y taken
the lead over China
C in terms off mobile growth for
fo quite some tim
me, the
countrry has als
so been able
a to sustain the lead. Thiis shows the stupe
endous
growth
h potentia
al of the mobile
m ind
dustry.
Market study for Market Solutiions (PVT.) L
LTD Page 2

The go
ood news is that even
e with 263 milliion, India
a's mobile teledensity will
still be
e a mere 24%, allo
owing tremendous room forr growth. Since on
nly 350
million
n of India's populattion lives in urban India, the next ph
hase of gro
owth is
expectted to com
me from th
he spread
d of wirele es to the rrural heartland.
ess service
The US
U added a total of
o 20 milllion subs
scribers, pale
p even
n in comp
parison
with Pakistan,, which added 26
2 millio
on subscribers, ta
aking its
s total
subscrriber base
e to 79 miillion.
India added an
n average of 6.9 million
m sub
bscribers per montth in the period
under review, China
C 3 million, US 1.6 million, Pakistan
6.3 P 2.1 millio
on and
Bangla
adesh 1.1
1 million. The tele
ecom sec
ctor's ach
hievementts come despite
d
policy turmoil centered
c on availa
ability and
d pricing of spectrrum, a re
esource
needed
d for conn
nectivity.
e phone Users
Mobile U in the
t total populatiion
No: of Subscribe
ers to Totaal Population
Non Subscribe
N ers
71%
Mobile
M
20%
nd
Broadban
1%
FFixed
Interneet 4%
4%
Chart No: 2
Total Mobile ph
hone sub
bscribers come to around
a 2
217.1 Milllion again
nst the
total population
p n of 1,112
2 Million.
India is
i expecte
ed to hav
ve 450 milllion mob
bile subsc
cribers by the turn
n of the
decade
e, which means
m every third Indian wiill have hiis/her ow
wn mobile phone
by 2010. The country
c has been blazing
b th
he telecom
m trail sin
nce 2004, set to
LTD Page 3

add more
m phones every
y month than it did in the
t first 45 years
s since
Indepe
endence.
Key players in
n Telecom
m Market
The Key players in Telec
com Mark
ket in Ind
dia is dom
minated by
y Bharati Airtel,
Vodafo
one Essarr, BSNL, IDEA,
I Airc
cel, Relian
nce, MTNL & BPL a
according
g to the
feb 09
9 report pu
ublished by
b COAI.
% off Market SShare
Vodafo
one Essar
2
24% BSNL
16%
Bhaarti Airtel DEA
ID
33% 155%
Aircel
6%
BP
PL
1%
% MTNL Reliance Teleccom
R
1% 4%
Chart No: 3
LTD Page 4

Mission and Vision of the Organization
Mission Statement
To develop the Kerala's largest yellow page network which will enable the
consumers to find a business or service with ease within the state. Our goal
is to deliver a simple to use information resource, which is both enjoyable
and informative.
Vision Statement
To connect buyers and sellers through print, voice and on-line products and
services
About Market Solutions

Market Solutions, developed as an amateur enterprise by a couple of bold -
to - dream and aspiring individuals. Market Solutions, a software firm, came
to the limelight with the launch of www.ypkerala.com, a pioneering search
portal offering unlimited potential to both professionals and laymen in the
God's Own Country on 14th of Feb, 2007.
Diagram No: 1

Market Solutions believes in the success of individuals through concerted
efforts and envisages a platform of initiatives by like-minded, success-driven
and enterprising professionals of divergent experiences and know- how
working together with social commitment and the hunger to excel. Thus it
aims to create rural employment benefiting both the individuals and the
society by providing IT enabled – services. Market Solutions strives through
ypkerala.com to reach out to the business enterprise and professionals in a
mutually benefiting SEARCH – all of THE GOD'S OWN COUNTRY at one's
fingertip. Projects on the anvil will establish Market Solutions as a
CONTENT PROVIDER and a MOBILE - SOFT WARE MAKER.
Market Solutions has already created a niche for itself as a WEB DESIGNER
in a very short span of time. With a passion to conquer and a vision firmly
fixed the future beckons to grow with Market Solutions.
Market Solutions, promotes the “www.ypkerala.com”
Our vision is to generate a substantial user based
research and development which indeed provide easy
click search options to our prospective users.
Mobile Application Software Development

Market Solutions has recently entered into the
arena of Mobile application development with
the introduction of first ever Kerala search
mobile application.
Kerala Search Mobile Application Software

The package, which can be called Kerala Search- Mobile Application, aims to
make available your mobile phone, all the data which can be accessed at
ypkerala.com. It will give information about a particular location even while
a person is enroute to the said location.
It requires just a java-enabled mobile phone with GPRS connectivity. It's

benefits for tourists and the people on the move are un heard of. This will

surely revolutionize the entire gamut of GPRS service. The endeavor- Kerala
at your fingertip- is on to realize the goal of a TOTAL PORTAL to scan the
whole of Kerala.
Bulk SMS Services

Market Solutions offers bulk SMS services for
enterprises, educational institutions, banks etc. The
offerings include application hosting, connectivity
with SMS gateways etc. This helps the enterprises to
improve the customer service and improve the mobile
market presence. Our solution can send SMS to any GSM/CDMA handset
across the world. Our bulk messaging service offering consists of domain
specific offerings. The table has given below gives the domain specific
applications that Market Solutions offer through it bulk SMS services.
Domain Applications
Transaction Alerts
Account Balance Status
Banking/Insurance/Finance
Payment Reminder
Companies
Campaign on New Offers
Greetings
Special Offers
Retail Order Requests
Personalized Messages
Result Announcements
Education Closure Notifications
Fee Reminders
Appointment Confirmation
Visit Reminders
Health Care
Campaign on New Offers
Personalized Greetings

Short Code Services
Media & Entertainment SMS Survey
Ticket Booking
Ticket Booking
Travel & Logistics Booking Confirmation
Arrival/Departure Info
Table No: 1 applications of ypkerala
Ypkerla at a glance
Market Solution introduces www.ypkerala.com
You never know when you are
realizes the dream of Kerala, at your fingertip. It is confronted with an
a pioneering venture which conjures up before emergency! You needn't panic!

We have SOLUTIONS at your
you in a flash the experts of Kerala in such realms
fingertip!
as service, technology, commerce, education etc,
all in a single Database.
Diagram No: 2
From any part of the planet EARTH, you can access them at amazing low
cost and astoundingly fast. Yes, a brain child of the IT explosion! It promise

the extraordinary opportunities, never - heard - of choices, umpteenth
options of A to Z in this 'God's Own Country'.
History of ypkerala
'Information at your fingertip' is not just a hyperbole; but is today's
reality. The world has changed itself into a mighty current of ever-flowing
information. But it is pertinent to check our own knowledge of our
surroundings. Even as the whole world is at your fingertips, our villages,
towns and neighborhoods remain virtual ' Terra incognita ' for most of us.
A pressing awareness of this reality has led to the creation and launching of
the website www.ypkerala.com on 14th Feb 2007 at Mannarkkad, Palakkad
District, Kerala at your finger tip has been the slogan of ypkerala.com. The
site provides minute information about each and every location of Kerala- its
hospitals, government institutions, hotels, doctors, resorts, atm points,
banks, home stays etc.
The package, which can be called Kerala Search- Mobile Application, aims to
make available your mobile phone, all the data which can be accessed at
ypkerala.com. It will give information about a particular location even while
a person is enroute to the said location. To begin with it proposes to provide
data on tourism and government sectors.
The beginnings
Market Solution Launched YPkerala on 14 Feb 2007. The company started
from a humble beginning locating itself at Palakkad. After realizing its
dream and testing itself in manarkkad a small town in Palakkad district it
got the strength to taste the water of Kerala. Realizing that the climate of
business can be well understood by surviving in Kochi, It established its
branch at Kochi.
The spread to Kerala

The company defined its market as all business operators inside the state.
The main core competence of the company is its data base of business

operators. It focused on its data base and extended its data within all parts
of the state. This called for a heavy investment in marketing. Soon the
company found started listing the data of small and large intuitions or
established to increase its reach to the general public.
Services offered by YPkerala:

For Tourist/Tour Operators: It shall do a world of good for tour operators,
guides and so on for once you are listed by www.ypkerala.com. You are
getting noticed by scores of tourists who dream of touring the "God's own
country". Even before boarding their flight they can contact you and plan
their trips with an exact idea. In short it opens up infinite business potential
for tour operators, tourist guides, taxi drivers and so on.
For Real Estate Agents: It gives an immense volume of information to

prospective buyers who would like to have a property in any part of Kerala.
This database will be of tremendous help to real estate agents, builders,
contractors and so on. YPkerala will make it possible to get in touch with
you from anywhere in the world. It helps both buyers and sellers to
eliminate middleman and save time and money. It will be highly beneficial
for automobile agents, brokers and so on to get more customers by getting
enlisted by www.ypkerala.com.
For Professionals: ypkerala.com ensures with its specialization based listing

that professionals are sought after by prospective employers and its area
wise database makes it possible to assess the potential of a specific area and
hence minimizes the risks involved in target setting. Above all ypkerala.com
emphasizes the concept of self-marketing eliminating middlemen from many
sectors. All Yet another unique feature of its exclusive chance to search in
listing order to ensure the advantage of first come first"
Doctors: A patient can very easily contact the right doctor and it gives all
necessary information such as address, specialization, location etc. It also
provides information on hospitals, labs and other related facilities. Ypkerala

also lists doctors and hospitals of homeo, ayurveda and other branches of
medical science and medical shops.
Engineers: Ypkerala presents before you a world of opportunities whether
you are in job or looking for one. Technical experts like you are so much in
demand all over the world. In such a scenario this database holds immense
promise for people looking for career growth. It also opens before you new
and better avenues.
For Shops & Business Establishments: Increase in volume of business is the

dream of every shop owners. www.ypkerala.com can just do that by
increasing the volume of business enquiries within a few days of getting
listed. Customers can easily access you and place their orders within
fraction of a second. It can facilitate greater interaction between buyers and
producers, sellers and customers and so on. Getting listed is a must if you
are in catering, hiring, servicing and similar kinds of business.

Chapter 3
Methodology of the study

Methodology of the study
The study conducted was a feasibility Study for Mobile Search Application
by analysing the Market and Financial feasibility of the product which
involved the following steps:-
Defining the study
Hypothesis formulation
Defining the population
Sampling
Designing the Questionnaire
Administering the
Questionnaire
Data Collection &

Interpretation
Data Analysis
Market
DataTarget
Analysis
group Financial Feasibility
Chart No: 4 Flow chart for Methodology

Defining the study
Two rounds of discussions were conducted with Marketing manager,
operations manager & internal project guide to discuss the exact scope of
the project. After the discussion we were given direction to confine ourselves
to the Financial and Market Feasibility of Search Application in Kochi. An
appropriate title to the project study was coined after consultation with
Internal project guide of SMS – “Project Feasibility for Market Solutions”.
The main objective of the company was to use this study as a prelude to
know the real pulse of the Market for Search application and to use this
study as a supporting document for their business negotiation with
business partners.
Defining population and Sampling

The study was centered on Kochi as per the requirement of the company. Therefore
the universe is total prospective customer population of Kochi.
Non- Probability Total Population
Stratified Business, Salaried &

Student class
Convenience sampling Convenience Sampling
Chart No: 5 Flow chart for Sampling
Since the population from which the sample is to be drawn does not
constitute homogenous group, stratified sampling technique is applied to
obtain a representative sample.
Stratified Convenience sampling

Under stratified sampling the population is divided into several subgroups
or strata that are individually more homogenous than the total population
and then we selected items from each item from stratum to constitute a

sample. Since each
e strattum is mo
ore homo
ogenous th
han the total popu
ulation,
we we
ere able to get more
m prec
cise estim
mates forr each sttratum and
a by
estima
ating morre accura
ately each
h of the componen
c nt parts; w
we got a better
estima
ate of the whole.
Strata
a can be fo
ormed on
n the basis
s of comm
mon chara
acteristics
s of the items to
be putt in each stratum. For this study
s the
e strata was
w given b
by the com
mpany
itself. For selec
ction of ite
ems for the samplle from ea
ach stratu
um conve
enience
sampling techn
nique was used.
The whole
w pop
pulation was
w stratified into
o three strata
s na
amely stu
udents,
salarie
ed class and
a business class.. Further these stra
ata were d
divided in
nto sub
strata as shown in the diagram No: 1. Co
onvenienc
ce sampling techniique is
used for
f selectio
on of sam
mple from each stra
atum.
Table No
o: 2 Strata of
o sample
The co
ompany wanted
w th
he sample size in between
b 150 – 200. It was decided
d
to take
e sample size of 18
80 (Stude
ents: 60, Salaried
S c
class: 60, Business
s class:
60) in
n consulttation witth internal projec
ct guide. Since th
hree stratta was
furthe
er sub div
vided into
o sub stra
ata effort was take
en to colle
ect equal no: of
respon
ndent from
m each sub
s strata
a. The typ d to collect was
pe of datta decided
primarry data an
nd metho
od of collecting data
a was thro ministering close
ough adm
ended and open
n ended structured
d question
nnaire in person.
p
g the stu
During udy an im
mportant hypothesi
h s regardin
ng the sttudent as target
marke
et was pro
oved wron
ng which lead to fu
urther da
ata collecttion of a sample
s
size off 130 from
m the cusa
at campus to test the
t validitty of the d
data collec
cted so
LTD Page 14

far. Ho
owever th
his data to
o showed conformity with th
he origina
al data colllected.
Thereffore the to
otal samp
ple size wa
as 310.
ning the question

Design nnaire
The questionn
q aire was designed
d with the
t help of series
s of roun
nds of
discus
ssion with
h the facu
ulty and th
he compa
any repres
sentatives
s. Questio
onnaire
was de
esigned to
o know th
he GPRS usage
u patttern, Tra
avel patterrn and res
sponse
to the search fa
acility laun
nched by Market Solutions.
S
The qu
uestionna
aire conta
ained factu
ual questtions in th
he beginn
ning follow
wed by
Mobile
e usage pattern, GPRS usage
u patttern, Cu
urrent sea
arching habits,
h
respon
nse to the
e search pattern and
a trave
el pattern. The que
estionnairre also
contaiined certa
ain questiions to ch
heck the integrity
i o the res
of sponse fro
om the
respon
ndent.
Data Collection
C n
This stage cons
sists of ad
dministeriing questiionnaire. The samp
ples of stu
udents
were taken fro
om variou
us deparrtments of
o CUSAT
T campus
s, S.H College,
C
Thevarra, Bharrat Mata
a College
e, Thrika
akara an
nd St a
alberts college,
c
Ernak
kulam.
The sa
alaried cla
ass and business
b c
class sam
mples were
e taken fro
om Vidya
a Nagar
colony
y, FACT. Ltd, SBI,M G Road
R Bran
nch, New
w India A
Assurance
e LTD,
Ravipu
uram branch and LIC of INDIA, Erna
akulam branch.
b Th
he strata within
the sa
alaried cla
ass were defined
d as shown in
n diagram
m No:2
Table No: 3 Stratification of Salarried Class
Busine
ess Class
The sttrata was defined as
a follows
LTD Page 15

Table No: 4 Stratification of Busin
ness Class
The small
s shops own
ner’s data
a were collected from k
kalamessry
y and
Ernak
kulam. Me
edium ow
wners were
e those who
w had a Photosta
at shop, in
nterent
cafe or
o textile
e shop th
hese data were collected
c from ka
alamesserry and
Ernak
kulam city
y. Large owners comprised
c d of Hotel, Restau
urant and
d other
busine
ess men whose
w vollume of business
b was
w large.. Howeverr data colllection
from these
t sub
b strata mainly
m con
nsists of response
r from bus
siness me
en who
were engaged
e i other business
in b like conttainer serrvice, tank
ker lorry,, water
supply
y etc.
Data Presentat
P tion
Data collected
c through questionn
q naire were
e tabulate
ed. These
e tabulate
ed data
were out
o on an
nalysis th
hrough ch
harts and
d the resu
ult was iinterpreted. The
complete data consisting
c g of 310 sa
amples were
w presented and interpreted.
Data Analysis
A
Only the first collected
d data co
onsisting of 120 samples were us
sed for
analys
sis. The tabulated
t erpreted data was
and inte s analyzed
d furtherr using
SPSS and MS excel.
e Cro
oss tabula
ation was
s done to find rela
ation amo
ong the
ble. Chi – square test
variab t was performed
p d to find the stren
ngth of re
elation.
Chi – test was also cond
ducted to find scop
pe for furrther relattion of va
ariables
with any
a other extraneous variab
ble and in
n some ca
ases the rrelationsh
hip was
properrly establiished.
MS ex
xcel was used
u to prepare
p a spreadsh
heet weigh
hing the v
variables in the
data and
a to prrepare a software which wo
ould poin
nt out the
e market target
group once the values arre entered
d.
LTD Page 16

Limitation of the study
1. Study covered only student, salaried and business class. The

proposed system however includes almost all the sectors of the
population
2. Market data such as GPRS usage %, VAS usage etc were not available
due to restricted information flow by mobile operators
Chapter 4
Business Study
• Technical Study
• Market Study
Technical Study
Services offered by Market Solutions
LBS (Location Based Search)

This application aims to give all relevant data about shops, Business
Organization, Government & Public places, Locations of organizations.
The operation of this application is shown below with the help of a

Transaction process chart.
Reply to Query Reply to Query Reply to Query

Mobile Internet
Via GPRS Via Service Provider
Application
DBMS of
Customer YPkerala
Query
Via SMS
Service
Provider
Reply to Query Reply to Query
Chart No: 6 TPS showing working of a location based search
The success of this application depends upon the amount of Data in the
DBMS and the faster retrieval of the relevant and exact data to the
customer. The core competence of the company is thus the data it has. The
company has obtained this data from various sources like directories,
official sites etc. At present the company has covered around 10 % of the
total establishment in and around Kerala.

Content Based Search
This is an advanced version of LBS. it allows customers to search for
products availability at different shops. E.g.: To buy an ES 50 Havells fan,
one needs to type the specification and location of the products he needs to
buy from.
E.g. of Query: ES 50 Havells Fan, Ernakulam
Answer to Query: Havells show room
Vallayabalam
The operation of this application is similar to the operation of LBS expect it

process the data as shown below with the help of a Transaction process
chart.

Mobile Internet
Via GPRS Via Service
Application
Provider
Data
Customer
DBMS of Processing
Query
YPkerala
Service provider
Via SMS Network
Chart No: 7 TPS showing working of Content Based Search
Movie and Entertainment

Names of theatre and Daily shows are updated. Likewise entertainment
stuffs such as New Songs CD release, Play station new products etc are
listed upon request from the customer.
Vehicle Tracking System

The facility enables customers to get the exact location, Speed and the route
covered of a vehicle within duration of 10 min.

E.g: You are alone waiting for your Business Client.
Message Flash: Does the pizza of Dominos attract you? Then why don’t you
check in 20 ft away from to Dominos shop.
Here the mobile itself locates places or shop near to your location and
flashes the message. This particular message can be controlled by setting
your favorite item at the time.
E.g: The above information about Dominos pizza would be useless if your
stomach is full. Then you can set the contents of message flash to joke or
Story-tell.

Market Study
Market Strategy to improve content based search

At present YPkerala is the major player working to introduce Location based
system. And so far it as collected around 10 % of information about Kerala
at its finger tips. But this 10 % information was taken with the help of
company staffs and by external agencies. But these incurred only
expenditure and not any income. To balance this now the company has
stopped any free listing of any organization. Now the company is promoting
the brand among people by its marketing staffs and they are charging every
listing given to their customer.
The rates are as follows:
Basic Listing: Rs 500
Premium Listing: Rs 1000
Elite Listing: Rs 1500
The difference between this listing is that elite listing customers are added to
top of the search category followed by Premium and Basic.
Expansion Plan
The company is going to expand its reach to market by employing areas
Managers over 14 districts of Kerala. These Area Managers would be
ensuring the reach of the database of Ypkerala to deep into each District.
Tie Up with Mobile providers

The company has already tied up with leading mobile providers – IDEA,
VODAFONE, BSNL and RELIANCE. The company has also signed agreement
by which it is not possible for any other party to tie up with these providers
for starting LBS or such similar facilities as listed in the contract.

Chapter 5
Literature Review
• Market Analysis
• Competitor Information
Introduction
The mobile application launched by market solution by promoting YPkerala
falls under the MVAS (Mobile Value Added Service) category. The company
intends to provide the facility in two modes – Through SMS and GPRS.
In order to check the Market feasibility this software application a market

study was conducted in the following areas:
VAS (Value Added Services) and its market Potential which included
• The importance of VAS
• Market trend for VAS in India
• Challenges and Future of VAS
GPRS Usage and the growing trend

• GPRS searching pattern
• A report by Mini Opera
Market analysis for LBS (Location Based Search)

• The concept
• Current Status
• Future potential
• Solutions provided by LBS

VAS (V
Value Ad
dded Se
ervice) & Its Market pottential
Impo
ortance of VAS
Per m
minute Cellular tarifffs (in US ccents)
14.4
15 11 11.4
8.4
10 6.5 6.5
2.5
5 3.5
5
Chart No: 9
From the
t above
e chart it is
i clear th
hat the cellular tariiffs are low
west in In
ndia.
ource: Busiiness world magazine, Industry News,

So N Voice & Data, Zin
nnov Analys
sis
Chart No
o: 10 Effectiv
ve margin
This lo
ow tariff is
i the reall challeng
ge to any cellular operator.
o T
The chartt above
shows
s the low margin in
n which the
t cellula
ar operato
ors have to functio
on and
this lo
ow margiin shows a very steep
s dec
cline by 2007.
2 Thiis indicattes the
importtance for alternativ
ve source of revenu
ue for the operators
s.
LTD Page 23

Highlights on the Trend
• India has one of the lowest mobile phone tariffs in the world resulting
in low Average Revenue per User (ARPU)
• The problem is that despite the average use of mobile phones being
the highest at 287 minutes a month, India has an average rate per
user (ARPU) of around $8 compared to global average ARPU of $ 21.
• There was a decline of 7.4% in ARPU in 2005 since 2004 and the
trend is continuing.
• The ARPU would continue to drop by about 5% while tariffs will
decrease further by 15%
Diagram No: 3 VAS as savers

Source: Business world magazine, Industry News, Voice & Data, Zinnov Analysis
Diagram No: 4 VAS growing trend
The analysis on page ___ showed that 51 % (including SMS) of the sample is
using VAS. The above literature review shows the need of cellular operators
to concentrate more on VAS. It’s also important to know the present market
and growth rate of VAS.
Market trend for VAS in India

A report by market research firm IMRB stated that the mobile value-added
services (MVAS) industry was valued at US$ 1.15 billion in June 2008, and
is expected to grow rapidly at 70 per cent to touch US$ 1.96 billion by June
2009, while according to another report by PricewaterhouseCoopers (PWC),
the Indian VAS market is all set to grow to US$ 2 billion in 2008.
Currently, MVAS in India accounts for 10 per cent of the operator's

revenue, which is expected to reach 18 per cent by 2010. According to a

study by Stanford University and consulting firm BDA, the Indian MVAS is
poised to touch US$ 2.74 billion by 2010.
Mobile advertising, which is an important VAS segment, is still miniscule in

India. According to analysts, it has the potential to grow at 200 per cent a
year, becoming an important revenue source.
Marketers are increasingly using MVAS as a step ahead of SMS-based

marketing to sell soaps and shampoos, banking, insurance products and
also entertainment services and rural markets are proving to be very
receptive for such marketing.
Further, Venture Capitalists like Canaan Partners, Draper Fisher Juvertson,

Helion, and Nexus India are also innovating with services like mobile
payment options, advertising, voice-based SMS and satellite video
streaming.
According to Venture Intelligence, there were nine deals worth US$ 41

million in 2007, in the mobile VAS space, and till August 2008, seven deals
worth US$ 91 million have already been finalised. Presently, mobile VAS has
a US$ 700 million market with a 20 per cent y-o-y growth, which is likely to
touch US$ 3 billion by 2012.
VAS in India: Past, Present and Future

• VAS constitutes 7% of total telecom revenue for Indian operators.
• SMS consituted 55% of VAS revenue in 2006 [P2P/A2P/P2A, A =
Application, P=Person), the growth was majorly driven by reality
shows like Indian Idol/Kelloggs/KBC etc.
• Digital music (including CRBT and ringtones) constitutes 35% of VAS
revenue.
• CAGR of 44% (2007 – 2010), VAS revenues will reach USD 2,744 mn
(926mn $ by 2007): This is dependent on several factors like
regulatory (e.g. number portability) and non-regulatory factors.

• Growth acceleration will begin in 2009, as various challenges are
overcome, size of mature user base increases, and telco focus on high
end user VAS heightens
• Bollywood and Cricket is the killer content - though no significant
investment has gone beyond developing local apps or even
content/services.
• SMS/IVR/Music downloads/Internet Apps/Search will see an
upsurge; limited growth of UGC and mCommerce
• Almost half of Indians use ULCH (Ultra Low Cost Handsets)
Challenges
• Lack of content localization
• Shortage of spectrum
• Slow adoption of GPRS mobiles (only 6.1 mn GPRS users compared to
200 mn overall subs)
Future of VAS
• Location Based Services
• Mobile Music update will increase with better bandwidth
• Local content is on the rise - regional/rural IVR seen as a major
opportunity
• IVR will see large scale adoption, especially in rural areas.
• Mobile E-Mail will primarily be driven by enterprises
With an aanual growth rate of 44% (2007 – 2010), VAS revenues will reach
USD 2,744 mn (926mn $ by 2007).

GPRS Usage and
a the growing
g trend
GPRS searchin
ng pattern
n
Aroun
nd 21 million of the
e Indian population
p n use GPR
RS throug
gh mobile phone
(Sourc
ce: DOT 2008
2 Rep
port). This
s shows the poten
ntial for tthe market and
GPRS as a susttainable mode
m for launching
l g the mob
bile applic
cation of Market
M
solutio
on.
Mobile
e GPRS searrch pattern
Matrimonial
M
11%
E ‐‐ Learning Travvel
13% 37%%
Emplo
oyement
16%
Others
%
23%
Source:: contentsutr.com; KPM

MG Consum
mer Market –India repo
ort
C
Chart No: 11
The ab
bove charrt shows that Indian mobile users search fo
or travel related
r
inform
mation the
e most. Th
his shows
s the grow
wing impo
ortance o
of a fully fledged
f
LBS sy
ystem.
A repo
ort by Miini Opera
Mini Opera
O is one
o of the best and most wid
dely used mobile we
eb browse
ers
availab
ble in the market today.
t The
eir latest update
u ha
as been a big hit with
w
users. Since its
s worldwid
de launch
h in 2006, more tha
an 44 milllion peoplle have
downloaded and
d used Op
pera Minii. More than 11.9 million
m peo
ople used
d
Opera
a Mini in March
M 200
08.
Opera
a mini has
s surveyed
d anonym
mous traffiic of more
e than 44 million
cumullative Ope
era Mini users
u worlldwide to see where
e mobile u
users cho
ose to
spend their tim
me when using
u the Web
W on th
heir mobille devices. The figu
ures
LTD Page 28

released have India centric data as well, which throws up interesting
numbers and sites.
Chart No: 12 Indian Mobile browsing for 2006 – 08
The data consumption on the mobile phones has seen tremendous growth
with 11.9 million Opera Mini users consuming more than 33 million MB of
data for operators worldwide. This represents an almost 88% growth in last
3 months alone.
As far as Indian users go, nearly half (48.9%) of all traffic visit to social
networks via their mobile phones. Here is the list of top 10 sites in India in
the increasing order of search.
Orkut, Google, Yahoo, Peperonity, Gallery.mobile9.com, Mocospace, 160by2,
Mobango , Itsmy and Indian railways
Inference
• Mobile GPRS market is growing in India, Internet browsing is
changing form computer to mobile phone.
• Indian users search for travel related information the most

Market analysis for LBS
The concept
Location-based services refer to applications that use knowledge of the
geographical position of a mobile device to provide services based on that
information. Such services include navigation assistance, identification in
case of emergency or disaster relief, social networking through finding
friends, map assistance through locating points of interest etc. Provision of
LBS requires the correct positioning technology, a geographical information
system that maps the areas and a conducive environment in the complex
eco-system that the mobile industry operates in.
Current status
Though India is set to become the second largest wireless network in the
world in April 2008, LBS provision is still in its very nascent stage. The
action in this space began in earnest two years ago, when BSNL signed up
with a US based firm Telenity to provide 14 location based services to its
customers. These services form the set of basic applications available
abroad, for instance,
• Real time fleet and asset management
• Friend finder alerts for subscribers
• Mobile yellow pages
• Tourist information on places of interest
The service was launched in July 2007 and the fleet tracking solution has
picked up an impressive customer base in companies such as Mahindra and
Mahindra, Hindustan Lever, Patel Roadways, Chetak Logistics etc.
At the same time, Airtel launched its Enterprise LBS solution with an Indian
firm, Mobiance, a company that uses a self developed Mobile Station
Localization technology. The location based solutions presented by Mobiance
appear to be more innovative. The services offered include:

• Tracking fleet
• Mobile workforce management
• Directing consumers to retail stores
• Enabling brand managers track in real time their field representatives
across rural India
• Providing search and navigation abilities to consumers
• Aiding governance for example by knowledge dissemination in case of
natural disasters or public unrest
Though the range of solutions is wide, there is not much supporting

evidence of adoption of LBS by the large magnitude of subscribers. To some
extent this could be due to lack of awareness amongst the consumers, but it
also implies that application developers need to generate more relevant
applications and these solutions must be marketed more effectively in the
public eye. There is no doubt that LBS have great potential in a country
where subscribers are being added at the rate of 8 million a month.
There are of course technological, infrastructure and other constraints that

have limited the provision of value added services in general and location
based services in particular and these are dealt with at length later in the
paper. But given the conducive environment around the globe, the LBS wave
cannot fail to envelop India.
It is important to note though that country characteristics are different. The

success of personal navigation devices in the US and Europe reflect the high
car density in these countries and the fact that these cars are self-driven. In
major cities of the world, there is one car for every two persons, or less, in
Indian urban areas, this ratio is around one car for more than 250 people.
Cars are usually owned by higher income households and the popular use of
chauffeurs in such families mitigates the need for personal navigation
devices. Meeting the needs of end-users need is critical to the success of a
technology and for India, the applications and models built for the developed
world need not be the relevant ones to provide in the Indian context.

Future potential
India with its billion people forms a formidable consumer market, but it has
several distinguishing characteristics. To begin with, despite the rapid
urbanization, India continues to be a land of villages with more than three
quarters of the population in rural areas. The fact that the life of the
majority of the population continues to revolve around agriculture points to
the urgent need for diversification of occupational structure. The scope for
raising productivity and therefore impact growth is significant – around 90
percent of the labour force in India works in the unorganized, informal
sector and contributes around 60 percent of the national income.
A successful LBS strategy in the Indian context is one that should, in the
words of Ashutosh Pande, Managing Director, SiRF Technologies, “address
the needs for tens of millions people. In India, this has to be a solution
which can in a short period of time penetrate into each of the 600,000
villages to make a difference to hundreds of millions of people. It is a
solution on a scale that has perhaps never been thought of before.”
The challenge is daunting but there are significant rewards for raising
efficiency and equity by putting the instruments of growth in the hands of
the common man. With rapidly changing technology, the cell phone has
proved its capability as such an instrument of growth.
The low income of the masses and the preference of prepaid subscription
need not be deterrents anymore. The ad-based revenue model that is being
spearheaded in the West, particularly the Android project, is imminently
suited to the developing world, where calls and messages can be free to the
users or provided for a nominal user fee and supported by advertisement
content. This will serve the twin purpose of marketing to the masses,
products and services that can be tailored to the specific user’s needs. Such
advertisements should ideally be voice based, in local languages pre-selected
by the user. Though illiteracy is still a concern in rural areas, IVR
technology is looking to overcome this handicap.

Solution provided by LBS
A few examples are outlined below to show that LBS is the appropriate
mobile solution to meet the requirements of specific groups of people, given
the diversity and disparity in the country. These represent just a tip of the
iceberg, when it comes to the potential in India.
• Fishermen can get weather alerts on the high seas, depending on their
location.
• A villager can use LBS navigation within the city to reach his
destination with ease.
• Farmers can get alerts about unseasonal rain that can help them
reduce crop damage for harvested grain, which turns mouldy when
wet. This can have a critical impact on the food stocks, procurement
situation and inflation levels in the current scenario of low grain
production.
• Small businesses can use LBS to keep a check on their mobile field
force to ensure productivity is enhanced.
• GPS systems can help commuters know when the next bus is due at
the bus stop, mobile alerts can be designed to give a commuter
specific information about the bus he needs to catch and its precise
location in real time.
• Fleet management takes on an added dimension in India where
drivers often take shorter routes to avoid national highways, the roads
chosen by them may not be smooth enough for the cargo. This can
affect the safety of the cargo and should be incorporated into the ROI
considerations of operators choosing LBS as an efficiency raising tool.
The option of renting this service on a monthly basis provides a cost-
effective solution for small transport operators.
• In the case of public transport, cell phones of passengers onboard can
be automatically linked to specific emergency call numbers, which can
be dialed in case of an accident or rash driving. Such a system has
already been made operational in India.

Location based advertising will allow better branding and consumer
targeting by consumer firms, who are already attracted to the large rural
markets.
Though it is well understood that the scope for providing LBS is immense,
there is a great divide between those who work with technology and those
who know what solutions are needed on the field. The classic case of ITC’s e-
chaupals, for instance, spearheaded a revolution in the way technology was
matched to agriculture’s requirements. Clearly the case for LBS provision
through mobile phones is well established with regard to commercial
viability and practical relevance. While the constraints to providing LBS in
India are put forth in the following section it must be noted that it is just a
matter of time to tie up the loose ends and connect technology to the
masses.

Competitor Information
1. Suleka.com
Diagram No: 5 Web page of Sulekha.com
About sulekha.com
Sulekha.com is one of the most popular Indian Internet media companies

reaching and connecting millions of Indians in 44 cities in India, US and
more. This we do through a unique, industry-leading portfolio of integrated
social media and local commerce services online and on mobile - more on
this and in a more lucid form below.
What makes Sulekha.com distinctive is what it does not do. Sulekha.com

does not manufacture content, provide email, sell goods or trade mortgage-
backed securities. What makes Sulekha.com unique is that it is entirely
member-generated with tens of millions of pages of content and commerce
created by millions of its members. This unexampled emotional loyalty of its
members has won Sulekha.com rare media acclaim.

Business of sulekha.com
Social Media: Sulekha.com is the largest and most popular social media
site to express, review and share in the form of Blogs, Photos, discussions in
multiple explosively popular areas of interest such as Movies, Travel, Food,
News, Cricket and more. Sulekha.com members also build their personal
networks through Sulekha.com's powerful social networking substrate.
Local Commerce: Sulekha.com is the largest and most popular local

commerce site in India, uniquely integrating Classifieds and Yellow Pages.
With millions of listings and users every month, Sulekha.com offers
unmatched value across multiple areas such as Real Estate, Cars/Bikes,
Personal Finance, Tours/Travels, Coaching/Training, Jobs, Food/Dining,
Education, Events and many more. Sulekha.com is also the largest online
ticketer for Indian events and movies in North America.
Global Presence and Local Reach: Sulekha.com is unparalleled in the

breadth and depth of services at a local level in 44 cities: Bangalore,
Mumbai, Chennai, Delhi, Hyderabad, Kolkata, Ahmedabad, Pune in India;
New Jersey, New York, Bay Area, Chicago, Los Angeles, Atlanta, Dallas,
Washington DC, Austin, Seattle and more in US; Toronto in Canada and
London in UK.
Sulekha.com Online and on Mobile: In addition to powering local

commerce online, Sulekha.com powers Yellow Pages and Classifieds on
three of the biggest mobile operators in India: Vodafone, Reliance and Airtel.
Sulekha.com also powers Classifieds for Sify.com and Indian Express.
Sulekha.com: The Company

Sulekha.com is headquartered in Chennai in India and Austin in North
America. Sulekha.com has offices in Mumbai, Delhi, Hyderabad, Bangalore
and New York.

2. Justdial.com
Diagram No: 6 Web page of Justdial.com
JUST DIAL PRIVATE LIMITED
Company Profile
Just Dial is India’s no.1 local search destination. The company caters to
over 70 million unique users. As of today, this search engine covers 200+
cities in India. This unique local search service is available on:
Phone - A 24/7 operator assisted search on a single national number 6999

9999
Internet - www.justdial.com
Wireless
• search by SMS on short code 53999
• wap.justdial.com
Print - b2b and b2c yellow pages
The company has experienced substantial growth from a humble beginning
with a meager investment of $ 1000. Since its inception in 1994, it has
become the numero uno local search brand in India. Over 100,000 SME
advertisers promote their business through Just Dial.
The company’s goal is to create a long-term shareholder value by enhancing
its position as a leading local search destination to different parts of the

globe. Going forward the company intends to leverage its experience and
strength in the International arena.
Competitive Strength
The company bridges the gap between the buyers and sellers by helping the
buyers find the right providers of products and services while helping the
sellers improve the efficiency of their marketing channel. The company has
achieved a leading position by establishing the following competitive
advantages.
• A leading local search brand in India
• Large customer base and nationwide coverage
• Highly scalable platform
• Excellent track record in user experience
• Very high customer satisfaction
• Modern infrastructure and technology
• Experienced management team
Vision and Business Philosophy

To constantly bring out revolutionary concepts in the field of local search
that would change the way people access information on products and
services. The company’s philosophy focuses on end user experience through
constant innovation, teamwork and integrity.

3. INFOMEDIA Yellow pages
Diagram No: 7 Web page of INFOMEDIA Yellow Pages
About Our Businesses

Infomedia is one of India's leading media companies with businesses
ranging from Business Directories to Magazine Publishing to Direct
Marketing, Printing Services and Publishing Outsourcing.
Infomedia provides integrated direct marketing service to leading corporate
through Direct Edge, a leading one-stop-direct-marketing shop. It is also one
of India’s leading commercial printer of magazines, annual reports and
publicity material. Infomedia also organizes large-scale business and special
interest consumer events that leverage the strength of its magazine
publishing business. Publishing outsourcing is another business division of
Infomedia.
Services offered by INFOMEDIA

• Infomedia Yellow Pages on Print
• Infomedia Yellow Pages on Online
• Infomedia Yellow Pages on LAN CD
• Infomedia Yellow Pages on Phone
• Infomedia Yellow Pages on Mobile

Printing Solutions
Infomedia 18 Limited is an ISO 9002 certified print solution provider with an
unmatched turnaround time, quantity and quality standards. We are a one-
stop shop that can handle all the requirements from processing and printing
to binding and dispatch. Infomedia India Limited is India's largest
commercial printer of magazines, annual reports, books, product brochures
and other publicity material.
Awards
The National Awards for Excellence in Printing proves that Infomedia India
Limited is among the leading printers in India.
Corporate Gifting Solutions

Touchstone, our Corporate Gifting Solutions Department, offers a broad
range of sophisticated and customised gifting solutions - diaries, planners,
folders, greeting cards, leather accessories - you name it.
Our Clients
We print some of India's largest circulated magazines. Leading Indian
companies rely on Infomedia India Limited to produce and dispatch their
annual reports. Some of the best coffee-table books in India are printed at
Infomedia India Limited.
Printing Infrastructure
We use the state-of-the-art CTP (Computer to Plate) technology and Copy
Dot Scanner, and have leased-lines and direct Tele Dial-up connectivity to
deliver print solutions for remote clients.
Publishing
• Business Publications
• Children’s Books

4. WEBINDIA 123.com
Diagram No: 8 Web page of WEBINDIA123.com

About Webindia123.com
Webindia123.com, a concern of Suni System (Pvt) Ltd (a web designing and
hosting company) is India's premier reference portal which offers integrated
solutions for enterprises/ professionals desiring to market their products
and services through the Internet. Our mission is to provide precise and
exact information on India on all aspects of life such as business, leisure,
entertainment, education, culture and hobbies. We help people, to interact
and promote interests of their choice. Webindia123.com, has won the award
for Best Technology Usage in the web portal category of PC World Web
Awards 2008.
The range of information and services provided by Webindia123.com

include:-
• India Reference : The India Reference section has detailed

information about the Land, People, Culture, Arts, Festivals, Cuisine,

Tourist places of all the 28 states and 6 Union Territories
supplemented with maps.
• Tourism
• Automobiles
• Dances : Description about Classical dances of India, like
Bharatnatyam, Kuchipudi, Kathak, Kathakali, its basics, costumes
with profiles of famous dancers, list of dance schools with contacts
and dance festivals.
• Festivals
• Video
• Health
• Medicinal Systems and Therapies :
• History : A glimpse of the past covering ancient, medieval and modern
history of India.
• Personalities : Profiles of eminent Indian personalities including
dancers, musicians , scientists, politicians, Industrialists, statesmen,
sportsmen, social reformers, etc
• Spices : Different spices of India; areas where they are raised,
exporters and business houses dealing in spices with addresses and
names of contact persons.
• Music :
• Women's section : Catering to needs of her trends and fashion,
health issues, hobbies, etc
• Career and Education section: Webindia123.com's elaborate
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by publishing hundreds of articles related to the various career
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education/correspondence, online education, details of competitive
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is a special section on Entrance Exams with question banks and free

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admission procedures.
• Hobbies and Entertainment section
• Services
In addition to its vast India related reference section and general
information, Webindia 123.com is offering web services such as daily
news updates, shopping, matrimonial, classifieds, e-cards, e- booking
of hotels and tour packages, yellow pages with A to Z listing of
products and services and a city guide section covering more than 60
cities in India. Our yellow pages /City guide are a reliable source to
promote business. The Matrimonial section offers free registration and
provides a huge database to help you find a partner of your choice. We
also have an online shopping section with fabulous offers, e- booking
of hotels and packages tours to make your travel hassle-free. Other
services include designing, hosting and maintaining websites.

5. Getit.in
Diagram No: 9 Web page of Getit.in
About Getit.in
Getit is the leading information service provider in India. We have built a
strong national infrastructure and professional team that delivers a high
quality of service, offering value for money. With a strong network of over 30
offices around the country & employee strength of over 1000, what else can
anyone expect?
Services offered:
• Dealers for household appliances, hobby classes, furniture, dealers for
industrial generators
• Advertising Medium for clients
• Local Information platform
www.getit.in provides an excellent local search platform for businesses and
users meeting at a common ground. An information platform for the product
& service providers from across more than 30 cities in India. Easy to use
functionality, very easy to register and scores of options to advertise. An
advertiser pays only per click that is received on the advertisement.

6. Mumbai Yellow Pages
Diagram No: 10 Web page of Mumbai Yellow Pages
7. Calcutta yellow Pages
Diagram No: 11 Web page of Calcutta Yellow Pages

ABOUT Calcutta yellow Pages
Launched on 29th April 2000, calcuttayellowpages.com is the pioneer
exhaustive storehouse of corporate information. The one of its kind, the
site is honestly dedicated for the people of Calcutta. It is the directory of
whose and who’s of the Calcutta city, where one can see whole Calcutta, at
a glance.
calcuttayellowpages.com is the online yellow pages of Calcutta on the

net. The names of different business houses small or big; different
institutions, social, economical or cultural; different hospitals; daily
services; places of interest and other regular features are listed
categorically, there in. Again, the site provides vast coverage of the current
cultural and social events, putting you on the social register. This user-
friendly platform, also provides you with the opportunity to win fabulous
prizes through the various contest, it has been organized so far. Come to
think of it, it puts Calcuttans and Calcutta on the global front, where else
would you find, a site so personal and so interactive, giving complete
information regarding how to live in Calcutta, defining the smallest things
like the different bus routes, taking care of the grievances of the people of
Calcutta.
Started by three young men in Y2K, the project is high rising step by step.
At present, the 3 directors and the 50 members of marketing executives
and 10 designers take care of the progress of the site and the site serves
with continual spears on improvement. The site hopes to step up the
process of social evaluation and awareness with an eye to provide better
consumer smiles. It hopes to unite the whole city as a big family. Could
you afford to ignore this great social platform and not be a member of it?

Chapter 6
Hypothesis of the study

Chapter 7
Data Presentation &
Interpretation
Chara
acteristiics of th
he popullation
The ch
haracteris
stics of th
he sample
e form an importan
nt part in analysis of any
data. The ques
stions 1, 2, 18 & 19 enqu
uiring abo of year’s mobile
out No: o
phone
e used, No
o: of mobile operattors tried,, Daily tra
avel patte
ern, Week
k travel
habit respective
r ely formed
d the basis to chec
ck the mo
obile usag
ge, brand loyalty
and trravel patte
ern among
g the sam
mple.
Yeaars Mobile phone used
Aroun
nd 61 % o f the
popula
ation has
s been
3 to 5 yr
30% using mobile fo
or more
> 5 yr than 3 years

1 to 3
3 yr
30%% 31%
< 1 yr
9
9%
C
Chart No: 13
Mobile operators ttried
nd 33 % of the
Aroun e
2
popula
ation ha
as tried
d 30%
1
more than
t 3 op
perators 37% 3
18%
4
8%
> 6 5
4% 3%
Chart No: 14
LTD Page 49

Daily TTravel Pattern
Only 22 % of the
pop
pulation travels
0 ‐ 20 Km more than 50 km
51%
20 ‐ 50 Km
m daiily
27%
> 100
0 Km 50 ‐ 100 Km
10%
% 12%
Chart No: 15
1
Weekeend trave
el
Aroun
nd 53 % of t
the > 200
26% 50 ‐ 100
popula
ation trravel mo
ore 4
47%
than 100
1 km weekend
w 100 ‐ 200
27%
C
Chart No: 16
Weeken
W nd Trave
el habit
Twice a
month
42% 26 % off the
pulation travels
pop
Once a m
month eve
ery week end
e
4 tim
mes a
Once in two 20%%
mo onth
months
26%
12%
Chart No: 17
1
LTD Page 50

Even though
t th
he week end travel pattern shows
s 53 % people
e traveling
g more
than 100
1 km out
o of the
ese only 26
2 % trav
velled freq
quently d
during we
eekend.
This fiigure is also
a substtituted by
y the daily
y travel pattern
p wh
hich show
ws that
only 22 % of the people travel
t morre than 50
0 km dailly.
This shows
s tha
at 26 % of
o the sam
mple trave
el further apart fro
om their routine
r
travel..
Even though
t th
he popula
ation cons
sist of 63
3 % using
g mobile ffor more than
t 3
years persons who
w has switched
s over more
e than 3 operators
o s constitutte only
33%.T
This mean
ns that th
he adventturous pe
eople in the
t samp
ple who are
a not
brand loyal are as low as
s 33 %.
Interp
pretation from cha
aracteristics
These comparis
sons sugg
gest that 26 % off the sam
mple is fre
equent tra
avelers
and 33
3% of the
e sample is not bra
and loyal. Thereforre the sam
mple cons
sists of
majoriity of resp
pondent who
w are not
n ready to
t take up
p a search
h facility for the
sake of
o travelin
ng and no
ot ready to switch over theirr service provider for the
sake of
o mobile applicatio
on software. Howev
ver the fea
asibility o
of search facility
is not limited to
t travel alone
a for a custom
mer to tak
ke up it in
ncludes various
v
other factors lik
ke the eas
se with on
ne can fin
nd out pla
aces than
n brush th
hrough
yellow
w pages, pllan a trav
vel, locate a shop ettc.
The ab
bove inferrence is proved by the respo
onse receiived for qu
uestion no:
n 14 -
If any other mo
obile prov
vider is prroviding you
y such search a facility will
w you
chang
ge your mo
obile prov
vider?
switching over to othe
er service
60
0 % of th
he respon
ndent saiid that
provider the
ey would not chan
nge their service
Yes pro
oviders ju
ust for the
e sake of mobile
N
No 40% ap
pplication software
e. This proves
60
0%
the
e theory
y that testing of new
pro
oduct / service by a custom
mer can
be decided by
b the bra
and loyalty
y he posses.
Charrt No: 18
LTD Page 51

GP
PRS reac
ch and knowled
k dge
64 % of the salaried classes

c
Mobille phones having GPRS
are having GPRS enabled
100%
% Mob
bile phone
e but only
y 52 %
80%
% 74 18 6
116
23 has activated
d GPRS fa
acility.
60%
%
N
No
40%
%
111 32 6
156 Y
Yes
20%
% 13
Whe
ereas 60
0 % of
o the
0%
% stud
dents are
e having GPRS
Students Salaried Business Totaal ena
abled mob
bile phon
ne and
Chart No:
N 19 only
y 36 % have activated
GPR
RS in their mobile
GPRS Acttivated pho
one.
100%
%
80%
% 23
36 % of the business
s class
115 168
8
60%
% 30 as are
a having
g GPRS enabled
No
40%
%
Y
Yes mob
bile phon
ne and 25 %
25
20%
% 67
10
102
2 hav
ve activate
ed GPRS.
0%
%
Students Salaried Business Totaal
Chart No:
N 20
Majjority off the sa

alaried
Knowleggde of GPRSS as search ffacility
clas
ss (92 %
%) knows
s that
100%
% 3 GPR
RS can be
e combine
ed with
35 5
55
80%
% 17 LBS
S followed
d by the student
s
60%
% clas
ss (82 %) and bu
usiness
No
40
40%
% 163 6
226
Y
Yes clas
ss (58 %).
23
20%
%
0%
%
Students Salaried Business Totaal
Chart No: 21
LTD Page 52

Use
es and usage
u ra
ate of GP
PRS
U
Uses of GPRS
100%
%
90%
% 30 10 43
3
80%
% 3
70%
% 10 2 12
2 Other purp
poses
60%
%
50%
% 0 Stock pricees, train timings etc
40%
% 46 20 66
6 Sending & receiving emails
30%
% 3 Searching places
20%
%
10%
% 17 24
4
3
0%
%
Studentts Salarieed Busineess Totaal
Chart No: 21
Spending on GPRS
Rs 100 to Rs 2
200
11%
Rs 50 to Rss 100
31%
Rs 200
0 to Rs 500
2
20%
<<= Rs 50
32%
>>= Rs 500
6%
Cha
art No: 22
Majoriity of the
e GPRS users us
se GPRS for send
ding and receiving
g MMS
messa
age expec
ct the bu
usiness cllass. How
wever the next cattegory of GPRS
usage is the in
nternet brrowsing. 16 % of the samp
ple told th
hat they search
places
s through GPRS.
62 % o the sam
mple spends below Rs. 100 for
f GPRS.. 11 % of the samp
ple can
be clas
ssified as moderate
e users are willing to spend
d Rs 100 tto Rs 200
0. 20 %
LTD Page 53

of the sample fall under Rs 200 – Rs 500 who can be called frequent users.
And only 6 % of the sample falls in the category of very high users.
Interpretation
57 % of the sample is having GPRS enabled mobile phones
37 % of the sample has activated GPRS in mobile phone
The figure shows a gap between GPRS enable phone users and GPRS users
this is mainly because of the fact that GPRS rates have gone up and are
high. This trend is supported by the fact that only 37 % of the population
are willing to spend more than Rs 100 for GPRS.

VA
AS penettration and usa
age
Usage raate of VASS
Yes
22%
Only 22 % of
o the
sample u
uses VAS (Value
No added se
ervice).
78%
Ch
hart No: 23
Purrpose of using mobile p
phone
The above
To
o listen to characteristics ca
an be
To SMS mu
usic/watch
26% well intterpreted from
videos
16% this pie
e chart which
says tha
at only 25
5 % of
people use mobile
To call B
Browse phones for other
nds &
frien in
nternet
Fam
mily 9% purpose than callling &
49
9%
SMS.
Ch
hart No: 24
The be
elow histo
ogram on VAS usag
ge says th
hat News,, Caller to
ones, Ring
g tones
& cric
cket upda
ates are th
he most sought ou
ut catego
ories peop
ple prefer.. Some
people
e have also shown considera
c able intere
est in Astrrology and
d travel.
LTD Page 55

VAS usage
90
0 81
80
0
66
70
0
60
0
50
0
40
0 31 29
30
0
20
0 14 14
8
2 5
10
0 0 0
0
C
Chart No: 25
LTD Page 56

Past experience in using
u LB
BS
The se
earch exp
perience form
f mobile is as low
l as 15
5 % for th
he total sample.
This m
means tha
at there
Tried Seaarching plaaces
is imm
mense sco
ope for
100%
% this m
market to be
80%
% exploitted.
60%
% 150 33 228
45 No Busine
ess class
40%
% Yes showed
d the max
ximum
20%
%
27 3
11 41 (25%) experien
nce in
0%
%
Students Salaried Business Total Locatio
on based
Chart No: 26
search
hes. However
only 15
1 % stud
dents sho
owed prev
vious exp
perience in
n location
n based search.
s
Salarie
es class showed
s th
he least ex
xperience (6%).
Interp
pretation
An in
nteresting trend to
o be note
ed here is that people
p se
earch pla
aces or
establiishments accordin
ng to the
eir Need, Type off profession or Pe
ersonal
interes
st. A busiiness man
n has to travel, interact witth many p
people an
nd visit
places
s. Therefore his job
b demands searching places
s and loca
ations. Bu
ut even
in the absence of a majo
or player in
i the ma
arket and a full fled
dge LBS system
s
still 25
2 % of the samp
ple could
d find an
n alternattive searc
ch facility
y. This
highlig
ghts the need
n of su
uch a facillity among
g the popu
ulation.
Where
eas for a salaried employee
e thing rem
mains mo
ore or les
ss certain
n. Even
though
h it’s not true for a private sector em
mployee, he still viisits places and
clients
s of his organizatio
o on of whiich pre – instruction has been proviided to
him.
But sttudents search

s pa
attern is little morre comple
ex consid
dering its social
factor.. As child
d of his family
f and
d brought up in a technolo
ogical adv
vanced
genera
ation he supports
s certain technology
t y related aspects of his fam
mily in
which his paren
nts are no
ot well versed. A part from this
t he is also influ
uenced
by his
s group off friends who
w introd
duces new
w productts. Being enthusia
astic he
LTD Page 57

is pron
ne to try new prod
ducts/ Se
ervices. A low stud
dent LBS pattern further
f
proves
s the poin
nt that the
e market is
i still nott exploited
d by any p
player.
Curre
ent Searrching sources
s
The trend
t sh
hows a
more or less co
ommon Currrent Searrching Sou
urce
pattern for LBS. 100% 13 30
1
13 3
Majoriity (74%) of the 80%
33 0 43
sample use search 1
10
60% Dire
ectories
engine
e as an existing
e 17 Offical websites
40% 160 212
source
e for sea
arching 3
35 Search engines
20%
places
s and loc
cations.
0%
15 % of the sample Sttudents Salaaried Businesss Total
Cha
art No: 27
use o
official w
website
and 10
1 % se
earch from
m Directtories. Th
his show easibility of an
ws the fe
alterna
ative LBS system
m since the currrent sea
arch engiines form
ms an
alterna
ative for a full fledg
ged system
m.
Willin
ngness to
t subsc
cribe to Locatio
on based
d Search
h Facilitty
Sttudents Saalaried
No No
28% 32%
Yes Yes
72% 68%
B
Business Total
No
No
50%
32%
Yes Yes
50% 68%
Chart No: 28
2
LTD Page 58

As pro
oved in the
t earlie
er analysiis and co
onsidering
g the psy
ychology of the
studen
nts’ popu
ulation a favorable
f response
e (72%) was
w obtain
ned from them.
Even the
t salariied class who had
d very poor past experience
e e could vote
v for
such a facility if it com
mes to ma
arket. The
e only in
nconsisten
ncy of datta was
found among the
t Busin
ness class
s who in spite hav
ving 25%
% experien
nces in
LBS vo
ote a win – lose 50 %. The probable
p in
nterpretation of thiis charactteristic
would be that the
t lack of
o knowled
dge of the
e LBS sys
stem prop
posed by Market
M
Solutio
ons or the lack of confidenc
ce that su
uch a system woulld meet th
heir all
needs because of the fac
ct that the
ere is no fully
f fledg
ged system
m in the market
m
at pre
esent (Re
eport from
m Market Data as
a well as d in the above
a proved
analys
sis).
Need During
g Travel
One major
m aspect to be understo
ood before analysing the be
elow perc
centage
histog
gram on need
n felt during travel is that
t whatt influenc
ces the need
n of
above mentione
ed classes
s of people
e.
Need ffelt duirngg travel
100%
90% 53
17 96
80%
27
70%
60%
No
50%
Yes
40% 1
132
30 185
30%
23
20%
10%
0%
dents
Stud Salaried Busiiness Total
Chart No: 29
LTD Page 59

Factors influen
ncing the
e need to use LBS during travel
t
Busin
ness Salaried Sttudents
Make
es More trave
el with
Dep
pends on
n the
Travell pattern profe
essional friiends tha
an with
natture of the
e job
trave
el than fam
mily family
Witth family
y it’s
less duled Le
s of sched ess sch
heduled
Pre - plan
nned
Travell scheduling as compare
ed to an
nd plann
ned in
sched
duled trav
vel
their official most of the
e cases
trav
vel
Can happen only
o
Forr family trip
Feeling of need to beforre the trravel
can
n ha
appen Fe
elt every time
search
h than during the
durring the trravel
trave
el
Tab
ble No: 6
nts have more nee
Studen ed to searc
ch while travel
t tha
an any oth
her classe
es with
a who
ooping need of 72 % to sea
arch whille travellin
ng. Follow
wed by salaried
class (63%)
( and
d then by business
s class (46
6%). All th statics is well in
he above s
accord
dance witth the ps
sychologic
cal factors
s which influence
e the sam
mple to
search
h while tra
avel.
ch prefe
Searc erences and mo
ode of prreferenc
ce
Searrch prefere
ences
79 78
80 65
70
60 4
48 46 50
50
40 24 24
4
30 17
20 4
10
0
Chart No
o: 30
LTD Page 60

Educa
ation, ente
ertainmen
nt and AT
TM points
s are the highly ra
anked sea
arches.
The se
econd elite category
y includes
s Health care,
c Ban
nking & fin
nance and
d Food
& Dine
e.
Mode
e of Prefference for usin
ng LBS
Preferen
nce Mode The e
entire above
SMS based
d search C
Call & Know Mob GPRSS category exceptt the
business
s class pre
eferred
10 GPRS mode to
88 27 125
subscrib
be to the
e LBS
38 13 63
12 system launche
ed by
51 59
5 3
Market S
Solutions.
S
Students Salaried Business Total
Chart No: 31
Interp
pretation
Studen
nts and salaried class
c RS Mode because of the
as preferred the GPR
easine
ess with which
w GPR
RS can be
b handled
d for searrch facilitty. Howev
ver, the
inclina
ation of the busine
ess class towards the call & know m
mode has
s to be
compa
ared with their currrent searc
ching sou
urces and experienc
ce in usin
ng LBS.
They are
a the one
o who uses more officiall sites an
nd Directtories to search
s. This is because of
places o their need
n to get exact in n. They are also
nformation
the on
ne who ma
ake call to
o their bu
usiness ne
etwork to know infformation
n about
a place or its lo
ocation. And
A this is
s shown by
b their in
nclination
n to call & know
offer.
This
s particullar trend consisten
nt with
SM
MS Vs GPRSS
SMS
the above data
d on p
prefernce mode
39% com
mpares th
he prefern
nce of SMS to
GPRS
GPR
RS. GPRS gets potiive vote of 61 %
61% as compared
d to SM
MS mode. This
C
Chart No: 32
show
ws the feasibilty
y of the
e LBS
system
m to be marketed in
n GPRS mode.
m
LTD Page 61

Interpretation
15 % of the sample has tried LBS
70 % of the sample is using search engines as a substitute for LBS
68 % of the sample is willing to subscribe to LBS
65 % of the sample has felt to search while travelling
Around 61 % of the sample chose GPRS as the mode of LBS
Education entertainment and ATM ranked top among the favorite searches
by people.
The need felt by student during travel was more than any other class. The
GPRS mode also showed maximum penetration into the student category.
However the past experience of usage for the LBS was predominant among
business class.

Chapter 8
Testing of Hypothesis
Testing of Hypothesis
Hypothesis 1: VAS users are likely to subscribe to LBS
Table No: 7 Subscribe LBS vs. VAS usage Crosstabulation
VAS usage
Yes No Total
Subscribe LBS Yes Count 32 94 126
% within Subscribe LBS 25.4% 74.6% 100.0%
No Count 10 44 54
Total Count 42 138 180
Chi-Square Tests
Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-

Value df sided) sided) sided)
Pearson Chi-Square 1.000a 1 .317
Continuity Correctionb .652 1 .419
Likelihood Ratio 1.032 1 .310
Fisher's Exact Test .344 .211
N of Valid Cases 180
Symmetric Measuresa
Value Approx. Sig.
Nominal by Nominal Phi .075 .317
Cramer's V .075 .317
Contingency Coefficient .074 .317

Inference:
The cross tabulation table shows the inconsistency in the result. VAS usage
and subscription to LBS are not related which is proved further by chi-
square test which shows values from 0.3 to 0.4 which is greater than 0.05
for two variables to be interrelated. Phi and Cramer’s V value further shows
that there is no scope for further analysis of the variables with respect to
any other classification. The value must be greater than 0.3 for any further
analysis.
Result: Hypothesis 1 is proved wrong
Hypothesis 2: Frequent travelers are likely to use LBS
Table No: 8 Subscribe LBS vs. Frequency of travel Crosstabulation
Frequency of travel
Once in two Once a Twice a 4 Times in

months month month month Total
Subscribe Yes Count 10 28 45 43 126

LBS
% within Subscribe
7.9% 22.2% 35.7% 34.1% 100.0%
LBS
No Count 4 7 24 19 54
% within Subscribe
7.4% 13.0% 44.4% 35.2% 100.0%
LBS
Total Count 14 35 69 62 180
% within Subscribe
7.8% 19.4% 38.3% 34.4% 100.0%
LBS
Willingness to subscribe LBS and Frequency of travel are cross tabulated.

Here chi-square value shows positive relation among the variables
eventhough the values are greater than 0.05 since the statistical relation is
positive because of close values of the variables.

Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Symmetric Measuresa
Value Approx. Sig.
Nominal by Nominal Phi .117 .485
Phi and Cramer's V value is greater than 0.3 which gives a hint that the
data is further related by some other variable. The variable is Felt need
during travel which is cross tabulated below with the same variables.
Table No: 9 Subscribe LBS vs. Frequency of travel with Felt Need to search while travel?
Crosstabulation
Frequency of travel
Once in
two Once a Twice a 4 Times in
Felt Need to search while travel? months month month month Total
Yes Subscribe Yes Count 5 26 36 43 110

LBS
% within
4.5% 23.6% 32.7% 39.1% 100.0%
Subscribe LBS
No Count 0 4 8 11 23
% within
.0% 17.4% 34.8% 47.8% 100.0%
Subscribe LBS
Total Count 5 30 44 54 133
% within
3.8% 22.6% 33.1% 40.6% 100.0%
Subscribe LBS

No Subscribe Yes Count 5 2 9 0 16
LBS % within
31.2% 12.5% 56.2% .0% 100.0%
Subscribe LBS
No Count 4 3 16 8 31
% within
12.9% 9.7% 51.6% 25.8% 100.0%
Subscribe LBS
Total Count 9 5 25 8 47
% within
19.1% 10.6% 53.2% 17.0% 100.0%
Subscribe LBS
Symmetric Measures
Felt Need to search while travel? Value Approx. Sig.
Yes Nominal by Nominal Phi .115 .625
No Nominal by Nominal Phi .360 .107
N of Valid Cases 47
Symmetric measurement values are below 0.3 which says that the variables
are not having any further sub-variables to relate.
Inference:
The above cross tabulation shows that the decision to subscribe to LBS
increases with travelling frequency and decreases with lack of felt need to
search while travel. This shows a very positive influence of travelling on
willingness to use LBS.
Result: Hypothesis 2 is proved correct

Hypothesis 3: GPRS is a commonly accepted medium for LBS
Table No: 10 Preference Mode of LBS * Frequency Table
Cumulative
Frequency Percent Valid Percent Percent
Valid SMS 44 24.4 24.4 24.4
Call & Know 18 10.0 10.0 34.4
GPRS 118 65.6 65.6 100.0
Total 180 100.0 100.0
Further an attempt is made below to find the relation between Mobile

phones having GPRS & Activated GPRS with that of preference mode as
GPRS.
Crosstab * Preference Mode of LBS vs. Activated GPRS in Mobile?
Preference Mode of LBS
SMS Call & Know GPRS Total
Activated GPRS in Yes Count 19 10 76 105

Mobile?
% within Activated
18.1% 9.5% 72.4% 100.0%
GPRS in Mobile?
No Count 25 8 42 75
% within Activated
33.3% 10.7% 56.0% 100.0%
GPRS in Mobile?
Total Count 44 18 118 180
% within Activated
24.4% 10.0% 65.6% 100.0%
GPRS in Mobile?
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)

Table No: 11 Crosstab: Preference Mode of LBS vs. Mobile Phone Having GPRS?
SMS Call & Know GPRS Total
Mobile Phone Having Yes Count 26 18 98 142

GPRS?
% within Mobile Phone
18.3% 12.7% 69.0% 100.0%
Having GPRS?
No Count 18 0 20 38

47.4% .0% 52.6% 100.0%
Having GPRS?

24.4% 10.0% 65.6% 100.0%
Having GPRS?
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Table No: 12 Crosstab: Preference Mode of LBS vs. Activated GPRS in Mobile? With Know GPRS
as Search facility
Call &
Know GPRS as Search facility SMS Know GPRS Total
Yes Activated GPRS in Yes Count 19 10 61 90

Mobile?
% within Activated
21.1% 11.1% 67.8% 100.0%
GPRS in Mobile?
No Count 13 8 18 39
% within Activated
33.3% 20.5% 46.2% 100.0%
GPRS in Mobile?
% within Activated
24.8% 14.0% 61.2% 100.0%
GPRS in Mobile?

No Activated GPRS in Yes Count 0 15 15
Mobile?
% within Activated
.0% 100.0% 100.0%
GPRS in Mobile?
No Count 12 24 36
% within Activated
33.3% 66.7% 100.0%
GPRS in Mobile?
% within Activated
23.5% 76.5% 100.0%
GPRS in Mobile?
Chi-Square Tests
Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-

Know GPRS as Search facility Value df sided) sided) sided)
Yes Pearson Chi-Square 5.440a 2 .066
No Pearson Chi-Square 6.538b 1 .011
Continuity Correctionc 4.817 1 .028
Fisher's Exact Test .011 .008
N of Valid Cases 51

Table No: 13 Crosstab: Preference Mode of LBS vs. Mobile Phone Having GPRS? With Knowledge
of GPRS as Search facility
Call &
Know GPRS as Search facility SMS Know GPRS Total
Yes Mobile Phone Having Yes Count 22 18 73 113

GPRS?
% within Mobile
19.5% 15.9% 64.6% 100.0%
Phone Having GPRS?
No Count 10 0 6 16
% within Mobile
62.5% .0% 37.5% 100.0%
Phone Having GPRS?
% within Mobile
24.8% 14.0% 61.2% 100.0%
Phone Having GPRS?
No Mobile Phone Having Yes Count 4 25 29

GPRS?
% within Mobile
13.8% 86.2% 100.0%
Phone Having GPRS?
No Count 8 14 22
% within Mobile
36.4% 63.6% 100.0%
Phone Having GPRS?
% within Mobile
23.5% 76.5% 100.0%
Phone Having GPRS?
Inference:
65% of the population as approved GPRS as a convenient medium for LBS.
Further analysis as proved that Mobile phones having GPRS & Activated
GPRS is definitely having an effect on the preference mode of LBS as GPRS.
However, the relation is not so strong enough to conclude a specific relation
which is not supported by chi-square test.
Result: Hypothesis 3 is proved correct

Hypothesis 4: Students are the likely customers for LBS
Four major factors were found out be the deciding factors for finding a
prospective class which would subscribe more to the LBS they are:
1. Past experience of using LBS
2. Felt need to search while travelling
3. Frequency of travel
4. Willingness to subscribe to LBS
With the help of cross tabulation these factors are analyzed as shown below
for various classes and hypothesis is being checked.
Table No: 14 Crosstab Category VS. Past experience of using LBS
Category
Salaried Business
Students Class Class Total
Past Experience of Yes Count 13 28 24 65

using LBS
% within Past
Experience of using 20.0% 43.1% 36.9% 100.0%
LBS
No Count 47 32 36 115
% within Past
LBS
% within Past
LBS
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)

Chi – Square test shows that the variables are dependent on each other.
That is the past experience is varying with the classes. Salaried class is
having more past experience of using LBS.
Table No: 15 Crosstab: Category VS. Felt need to search while travelling
Category
Salaried Business
Felt Need to search Yes Count 45 40 48 133

while travel?
% within Felt Need to
33.8% 30.1% 36.1% 100.0%
search while travel?
No Count 15 20 12 47

31.9% 42.6% 25.5% 100.0%

33.3% 33.3% 33.3% 100.0%
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Felt need while travelling does not show a positive relation with the classes
however here business class has more need felt for searching while
travelling. This may be interpreted to their nature of work which requires
frequent travelling.

Table No: 16 Crosstab: Category VS. Frequency of travel
Category
Salaried Business
Frequency of Once in two Count 10 4 0 14

travel months
% within Frequency
71.4% 28.6% .0% 100.0%
of travel
Once a month Count 19 16 0 35
% within Frequency
54.3% 45.7% .0% 100.0%
of travel
Twice a month Count 21 20 28 69
% within Frequency
30.4% 29.0% 40.6% 100.0%
of travel
4 Times in Count 10 20 32 62
month
% within Frequency
16.1% 32.3% 51.6% 100.0%
of travel
% within Frequency
33.3% 33.3% 33.3% 100.0%
of travel
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Frequency of travel has shown a very positive relation with the classes with
a very good chi-square value. Frequency of travel is highest for business
class.

Table No: 17 Crosstab Category VS. Subscribe LBS
Category
Students Salaried Class Business Class Total
Subscribe LBS Yes Count 46 40 40 126
% within Subscribe LBS 36.5% 31.7% 31.7% 100.0%
No Count 14 20 20 54
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
Willingness to subscribe and category of classes have not shown any

relation with each other. Student class has shown maximum willingness to
subscribe to LBS.
Introduction of another variable - Tried searching places
A Third variable is introduced in the background – Tried searching places

and compared with the above interpretations to find any relation. Tried
searching can be defined as searching on account of travel from any other
source other than a LB This factor is introduced to see whether the
perception of travel and searching bear any relation in minds of consumer.

Table No: 18 Crosstab Category VS. Past Experience of using LBS with Tried Searching places
Category
Salaried Business
Tried Searching Places? Students Class Class Total
Yes Past Experience of Yes Count 11 28 24 63

using LBS
% within Past
LBS
No Count 32 12 4 48
% within Past
LBS
% within Past
LBS
No Past Experience of Yes Count 2 0 0 2

using LBS % within Past
Experience of using 100.0% .0% .0% 100.0%
LBS
No Count 15 20 32 67
% within Past
LBS
% within Past
LBS
Chi-Square Tests
Asymp. Sig. (2-

Tried Searching Places? Value df sided)

N of Valid Cases 69
Table No: 19 Crosstab: Category VS. Felt need to search while travelling with Tried Searching
Category
Salaried Business
Yes Felt Need to search Yes Count 30 32 28 90

while travel?
33.3% 35.6% 31.1% 100.0%
No Count 13 8 0 21

61.9% 38.1% .0% 100.0%

38.7% 36.0% 25.2% 100.0%
No Felt Need to search Yes Count 15 8 20 43

while travel? % within Felt Need to
34.9% 18.6% 46.5% 100.0%
No Count 2 12 12 26

7.7% 46.2% 46.2% 100.0%

24.6% 29.0% 46.4% 100.0%
Chi-Square Tests
Asymp. Sig. (2-


N of Valid Cases 69
Table No: 20 Crosstab: Category VS. Subscribe LBS with Searching places
Category
Salaried Business
Yes Subscribe LBS Yes Count 33 36 24 93
% within Subscribe
35.5% 38.7% 25.8% 100.0%
LBS
No Count 10 4 4 18
% within Subscribe
55.6% 22.2% 22.2% 100.0%
LBS
% within Subscribe
38.7% 36.0% 25.2% 100.0%
LBS
No Subscribe LBS Yes Count 13 4 16 33
% within Subscribe
39.4% 12.1% 48.5% 100.0%
LBS
No Count 4 16 16 36
% within Subscribe
11.1% 44.4% 44.4% 100.0%
LBS
% within Subscribe
24.6% 29.0% 46.4% 100.0%
LBS
Chi-Square Tests
Asymp. Sig. (2-


N of Valid Cases 69
Inference:
Student class could only score among one of the variable for becoming likely
customers for LBS. This proves that students are not the likely customers.
The third variable Tried searching failed to match any relationship with the
variables mentioned.
Result: Hypothesis 4 is proved wrong

Chapter 9
Finding the target Market

Finding the Target Market
Hypothesis 4 has proved that student is not the likely target class. However,
the most favourable classification among the student class, Business class
and salaried class needs to be found out along with the most favourable
class and ranked accordingly to give an input to Marketing.
Six factors were taken for the analysis which are:

1. Willingness to Subscribe LBS (5)
2. Past experience (10)
3. Felt need (8)
4. Switching the mobile subscriber for LBS (9)
5. GPRS Usage pattern (7) and
6. Travel Pattern (9)
These factors are also weighed according to market importance. Ranking

was given to these factors in consultation with the company and considering
the correlation of data observed during analysis. The weightage given are
written down next to variables.
With these ranking a spread sheet was prepared in MS excel and the values
were entered to get the desired result. Two results were obtained – one for
inter class comparison and the other for intra class comparison.
The spreadsheet is as shown below

Table No: 21 Student Class
Subscribe LBS At base 10
Matriculation 8 3.33
Graduation 10 4.17
Post Graduation 6 2.50
Total 24
Past Experience At base 10
Graduation 5 3.85
Total 13
Felt Need At base 10
Graduation 15 3.26
Total 46
Switch mobile
subscriber At base 10
Graduation 17 3.78
Total 45
< = Rs 50 Rs 50 to Rs Rs 100 to Rs 200 to

100 Rs 200 Rs 500 At base 10
Matriculation 2 0.00 3 3 23 2.99
Graduation 6 3.00 0 4 28 3.64
Post Graduation 6 2.00 0 4 26 3.38
Total 14 5.00 3 11 77
Once a month Twice a 4 Times in Once in

month month two
months At base 10
Matriculation 6 8.00 3 3 43 3.28
Graduation 7 5.00 5 5 52 3.97
Post Graduation 6 8.00 2 2 36 2.75
Total 19 21.00 10 10 131

Table No: 22 Salaried Class
Junior 8 2.86
Middle 12 4.29
Top 8 2.86
Total 28
Junior 8 2.86
Middle 12 4.29
Top 8 2.86
Total 28
Junior 12 3.00
Middle 16 4.00
Top 12 3.00
Total 40
Switch mobile subscriber At base 10
Junior 12 3.00
Middle 16 4.00
Top 12 3.00
Total 40
< = Rs 50 Rs 50 to Rs 100 Rs 100 to Rs 200 to > = Rs

Rs 200 Rs 500 500 At base 10
Junior 0 4 0 4 0 24 3.16
Middle 0 4 4 4 4 56 7.37
Top 0 0 0 4 8 56 7.37
Total 0 8.00 4 12 76
Once a month Twice a month 4 Times in Once in

month two
months At base 10
Junior 8 0 8 4 48 3.64
Middle 4 8 8 0 44 3.33
Top 4 12 4 0 40 3.03
Total 16 20.00 20 4 132

Table No: 23 Business Class
Small 12 3.00
Medium 12 3.00
Large 16 4.00
Total 40
Small 4 1.67
Medium 8 3.33
Large 12 5.00
Total 24
Small 12 2.50
Medium 16 3.33
Large 20 4.17
Total 48
Switch mobile subscriber At base 10
Small 8 4.00
Medium 4 2.00
Large 8 4.00
Total 20
< = Rs 50 Rs 50 to Rs 100 Rs 100 to Rs 200 to > = Rs

Rs 200 Rs 500 500 At base 10
Small 0 4 0 0 0 8 1.43
Medium 0 0 0 4 4 36 6.43
Large 0 0 0 8 8 72 12.86
Total 0 4.00 0 12 56
Once a month Twice a month 4 Times in Once in

month two
months At base 10
Small 0 12 8 0 48 3.16
Medium 0 8 12 0 52 3.42
Large 0 8 12 0 52 3.42
Total 0 28.00 32 0 152

Result:
Table No: 24 Intra class comparisons
Student Class salaried class
Final Score Final Score
Matriculation 140.07 2.92 Junior 148.69 2.78
Graduation 180.56 3.76 Middle 213.86 4.00
Post Graduation 159.37 3.32 Top 172.71 3.23
Total 480.00 Total 535.26
Business Class
Final Score
Small 126.09 2.27
Medium 168.79 3.04
Large 260.12 4.69
Total 555.00
Table No: 25 Inter class comparisons

Student class salaried class
Score for Inter-class Score for Inter-class
comparison comparison
Final Score Final Score
Matriculation 372.45 Junior 378.83
Graduation 434.18 Middle 533.58
Post Graduation 376.37 Top 402.85
Business Class
Score for Inter-class comparison
Final
Score
Small 306.42
Medium 379.79
Large 552.79

Intter ‐ Class Comparison
n
533.58 5
552.79
434.18 40
02.85
372.45 6.37 378.83
376 379.79
2
306.42
Chart No: 33
3
Conclusion:
Busine
ess class with larg
ge enterprrise is the
e most lik
kely custo
omer. The
e graph
shows
s the rank
king of sub
b class wiith their relative
r sc
core.
Table No
o: 26 Picto
orial repre
esentation
n of targett market among
a the
e classes
LTD Page 84

Chapter 10
Competitor Analysis
Competitor Analysis
An LBS developing organization always undergoes a set of common

weakness due to localization and lot of opportunity is lost if a vehicle
tracking system is not developed owing to the fact that the same
infrastructure for developing LBS can be used.
Limitations of a localized LBS system

• It cannot establish its market in one state or cover the market
• It ignores the potential of rural sector
• Cities undergo fast development which finds it difficult to cope up with
trend
• Often LBS requirement is not confined to one travelling within the
city, it is more important for one travelling across cities
• Different cities have different culture and truly diverse more than
within in a state. Therefore the company will have to have different
market plans and different strategies to deal with in different cities
Loss of opportunity if not entered into Vehicle tracking system by a

company in LBS
• Same mobile operator can be used for Vehicle tracking system
because it’s based on GPRS and not GPS
• Vehicle Tracking system market finds an extensive application in the
future
• Existing Fleet management System are having lot of disadvantages of
GPS
• Rural population has lot of potential to accept the system
Sulekha.com
Sulekha has entered into the social networking market. It has also entered
into the yellow pages market and spread its presence in 44 cities across

India. It has also tied up with Airtel, Vodafone and reliance. It defined its
business in Social Networking and Location based Search.
Strength
1. Possess a well developed marketing network and experience
2. The company has spread its reach through mobile application
At glance it may seem that Sulekha as emerged as one of the most

successful yellow page company which is ready to compete with Market
Solution. But the reality is far different because of the fact that sulekha.com
is not focused in its activities.
Weakness
1. The Company is trying to cover across cities in different state which
has the following limitations of a localized LBS system
2. The company has not yet entered into the vehicle tracking system
3. It does not have a solution through SMS
Just dial
It has LBS for across 200 cities and phone, internet, wireless and print
mode for yellow pages.
Strength
1. The Organization has lot of potential with its huge data base which is
the real core competency in such market
2. A huge market network
3. Experience in the same sector for a decade
Weakness
1. The company is still is carrying out its activities thorough Call and
know mode which is very unfriendly for customers
2. It has not entered into the mobile application mode
3. The company has not entered into social networking like sulekha
4. The company seems to be not taking advantage of the increasing
market segment in GPRS

INFOMEDIA
INFOMEDIA is one of the worthy competitors for Market solution in LBS. It
has entered into various market segments - Yellow pages on print, online,
mobile, phone and CD.
Strength
1. Entered into publishing books
2. In the process of acquiring small companies in carrying out LBS
3. A large data base and infrastructure
4. Experienced management and market network
Weakness
1. Lacks focus in the LBS by not concentrating state wise or region wise
2. Not entered the Vehicle tracking segment
WEBINDIA 123
It is the best competitor of Market Solution. It has entered into online
shopping, Entertainment, women’s corner, E card and LBS Sector. It has
also launched the Mobile search application.
Strength
1. Experience in various sector and a huge covers a huge Market Sector
2. In the process of acquiring small companies in carrying out LBS
3. A large data base and infrastructure
4. Experienced management and market network
Weakness
1. Lack of region wise focus in LBS
2. It has not entered in vehicle tracking system
MUMBAI & CALCUTTA YELLOW PAGE

They are localized LBS systems and suffer from all weakness of a localized
LBS system. It has also not entered into the mobile application market and
the vehicle tracking system market.

Market Position
Market Reach
Market Solution has launched LBS and Vehicle Tracking System across
Kerala. Due to fact that it concentrates on a state as a whole it is also free
from all the defects of localization. Today market solution has spread all over
the state with more than 10,000 mobile application using customers and
more than 5,000 listed business establishment.
Monopoly in Kerala
The Kerala market is free from any well developed LBS system. YPkerala is
the only fully fledged LBS operating system in Kerala promoted by Market
Solutions. Therefore, it holds a monopoly in the Kerala market.
Monopoly in Vehicle tracking through GPRS

No player in Vehicle tracking system till date has used the GPRS technology.
Therefore it Market Solution is now having a monopoly and the early bird
advantage in India to use and exploit this sector.
Core Competency
For LBS: YPKerala today hold around 10 % Data base about Kerala’s
business establishments. The DBMA system is also processed for the
content based search. Entertainment stuffs like Movie in theatre have also
been added to the data base.
The company has also signed contract with Vodafone, Idea, BSNL and
Reliance for operating in the LBS segment.
For Vehicle Tracking System: The system is designed through GPRS and
not GPRS, which adds many advantages. Deals have already been tied up
with IDEA and BSNL to test the technology.

Chapter 11
Financial Feasibility
Financial Feasibility
Financial feasibility forms a basic backbone in evaluation of any project plan

because of the fact that no project can be completed without proper fund
flow. To check the financial feasibility the following steps are followed:
Cost of project
Sources of Finance
Calculation of project
Implementation period
Spreading cost over the

period
Stages of Finance
Calculation of EBIT
Calculation of Payback
Period
Chart No: 34 Flow chart for financial feasibility

Cost of project
Here the costs are incurred by Web Application, Administrative works, Data
Base Formation and Maintenance, Salary and Overheads & other
miscellaneous expenses.
Web Application: www.YPKerala.com needs to be maintained and

continuously updates according to availability of data and Market
requirement. According to the company reports they are spending Rs 50,000
on an average a month. This is inclusive of the cost levied during its
installation and designing.
Data Base: DBMS (Data Base Management System) is the real core
competency of the company. The large Data about the market was collected
with the help of external agency and staffs of Market Solutions. Each Data
cost at an average of Rs 0.25. The total cost was around Rs 10, 00,000 as
per company report.
Marketing: Here Marketing refers to all activity like advertisement, brand
promotion, data collection by marketing executives, meeting clients,
promotional offer, travelling etc.
Salary: For the complete launch of the search facility Market Solution needs
around 80 employees including the top level Management.
Overheads & miscellaneous: This includes all other costs which are not
calculated or it just means a buffer which can absorb the unexpected cost.
Project cost
Web Application 12 @ 50,000 600000
Administration 300000
Data base 1000000
Marketing 1000000
Salary 1600000
Overheads & Miscellaneous 900000
Total 3960000
Table No: 26

Sources of Fin
nance
After the
t project cost is
s ascertaiined the next imp
portant th
hing is th
he how
these funds
f can
n be obtaiined.
So
ources of ffinancing
Stakehollders
Yahoo Partner 200000
00
Investoors (Businesss group) 150000
00
Loans
Banks && Financial Institutions 120000
00
Returnns
From M Market 70000
00
Total 540000
00
Table No:
N 273
This sources
s off funds is however totally irrelevant as
a far the
e organisa
ation is
consid
dered sinc
ce funds have
h alrea
ady been mobilized
d from th
he above source.
s
Howev
ver these funds must
m be realized at
a the ap
ppropriate
e stages of the
project which is
s explaine
ed below and this help us to
t know th
he stakeh
holders
and th
he creditors of the organizati
o ion.
The co
ompositio
on of stak
ke holders
s and creditors in the inves
stment made by
the company is shown below
So
ources of Financcing
Investorss
(Business group)
28%
Yaho
oo Partner
37%
nancial
Banks & Fin
Institutions
22%
From M
Market
13%
%
Chart N
No: 34
LTD Page 91

From the Market: This is the fund generated during the project development
period by the business establishment for listing their companies name with
the ypkerala.
The business had hardly any investment of fund by the promoter. The
promoter facilitated the flow of funds from other sources by convincing the
feasibility of the project. This shows the entrepreneurial talent to generate
funds from other sources than putting from own pocket. But this needs a
very good project proposal to work with otherwise the stakeholders won’t be
convinced.
Period for Project Implementation

The project involves the creation of website and web application. But the
main crux of the project is the formation of a Data Base which would take a
maximum of 1 year to cover the entire market of Kerala. Further, time is
required for tie up with major mobile players and last there is the need of a
considerable time for developing the market for Mobile Search facility and
Spreading the cost over the period

This is done find out what would be the finance requirement at each stage of
the project. For this a period of one year is divided into 6 parts consisting of
2 months each. Major fluctuations and implementations were not seen on
monthly basis.
Spreading of Cost
1 st 2 nd 3 rd 4 th 5 th 6 th Total
Web Application 300,000 100000 50000 40000 50000 60000 600,000
Administration 75,000 50,000 40,000 40,000 45,000 50,000 300,000
Data base 400,000 200000 400000 0 0 0 1,000,000
Marketing 50,000 75,000 75,000 200,000 250,000 350,000 1,000,000
Salary 200,000 200,000 200,000 200,000 300,000 500,000 1,600,000
Overheads &
Miscellaneous 150,000 150,000 150,000 150,000 150,000 150,000 900,000
Total 1,175,000 775,000 915,000 630,000 795,000 1,110,000 5,400,000
Table No: 28

The co
ompany also
a divide
ed its actiivities into
o 6 stages
s for its expansion which
consis
sts of thre
ee stages for develloping the
e Data Base and tthree stag
ges for
aggres
ssive mark
ket for the promotion.
e brand p
This trrend can be viewed

d better with
w the he
elp of a lin
ne chart a
as below:
Pro
oject Cosst spreaad over a year
1400000
1200000 1,175
5,000
0
1110000
1000000
915000
800000 775000
0 95000
79
Cost
600000 630000
400000
200000
0
1 2 3 4 5 6
Months 2 4 6 8 10 12
Expendituree 1,175,0 775000 915
5000 63000
00 795000 1110000
Chart No: 35
an see tha
We ca at highestt cost is in
ncurred at
a the sta
arting of the busine
ess i.e.
the iniitial inves
stment. Th
his chart helps to plan
p for additional
a l requirem
ment or
other sources of
o funds in case the projec
ct oversho
oots the b
budget orr if the
source
es of fund
d default.
Co
ost itemss spread
d over aa year
Salary 12
Marketing 12
Data base 6
Ad
dministration 12
Web
b Application 2
0 2 4 6 8 10 12
Months
Chart No
o: 36
LTD Page 93

The chart shows the breakup of items of cost spread over the period of time.
This shows that salary, marketing and Administration needs to be met by a
fixed fund flowing source and Data base and Web application needs more or
less of one time investment. This gives the flexibility in organizing the fund
for the project of the company as certain costs are to be met over a period of
time. Further the chart no: 36 also show the amount required at each stages
of the project.
Project Cost and Revenue

Market solution is depended on the service provider for their network this
calls for a revenue sharing model between the business partners. Cellular
industry as a common revenue sharing model given below:
Chart No: 37 Revenue sharing in the business
Market Solutions in this case is the Aggregator and application Owner,

therefore total share of revenue would be between 30 % – 40 % of the total
revenue paid by the customer.
Now VAS like Mobile ringtone, Jokes, News etc have been provided to
subscribers at a nominal rate not less than Rs 20. This same rate if charged
to the customer then imagines the value of business the company is going to
have.

The organisation will have a revenue share of Rs 8 per customer. The
population of Kochi is approximately 30 Lakhs. Then if 68 % of the
population subscribe to it (result obtained from the study) then the total
revenue earned by market Solution would be 1.63 Crores.
The source of revenue is not alone confined to the revenue given by the
customer. The sources of revenue are:
• Revenue sharing of the customer
• Revenue earned by listing the business establishment
• Revenue earned by no: of hits in the website
At present there are more than a billion entries listed in the data base which
consists of around 15,000 customers who have listed their business
establishment. This constitutes revenue per customer at an average Rs
1,000 and an average of Rs 80 per month.
Calculation of Operating profit / Month
Per
Customer/Month
Revenue LBS 8
Listing Revenue 80
Market in Kochi
No: of
Per Customer
Customers Revenue
LBS 8 2040000 16,320,000
80 2000 160,000
Total 16,480,000

Operating cost Cost
Salary 500000
Administrative 100000
Marketing 100000
Total Cost 700,000
EBIT 15,780,000
Table No: 29
Here the operating cost is calculated by taking only salary, Administrative &
Marketing cost incurred by the company.

Calculation of cost
Salary is calculated by taking the average salary to employee in the
company as Rs 20,000 in the marketing section. There 20 employees
working for the company in Kochi.
Administrative Cost: Here the term administrative include a wide range of
cost such as Rent of building, stationary etc.
Marketing Cost involves all aspects of cost incurred during marketing such
as brand promotion, Meeting clients, petrol by salesman and other
overheads.
The service cost such as application maintenance, website maintenance etc
are not included since it is a self sustaining entity, the cost incurred other
than the salary to professionals is meet by the Hits revenue received by the
website.
No network charges are levied by the service providers as their agreement is
to share the revenue received from the customer.
The Kerala Market

Kerala market
Per Customer No: of Customers Revenue
LBS 8 10000000 80,000,000
80 20000 1,600,000
Total 81,600,000

Operating cost Cost
Salary 80 @ 20,000 1600000
Administrative 700000
Marketing 1000000
Overheads & Miscellaneous 900000
Total Cost 4,200,000
EBIT 77,400,000
Per year
EBIT 928,800,000
Table No: 30
Now this trend can be extending to all Kerala as shown by Table No: 6. As
per the company reports Market Solutions is expecting a total customer

base of 1/3 of the population of Kerala which makes it approximately 1
crore people availing the search facility of market Solutions. The total no: of
employees all over Kerala is now 40 and the company plans to have around
80 employees for its expansion plan. Similarly all other cost will be high.
EBIT can be calculated as shown in Table No: 6.
This per month revenue can be extend over a year and calculated to be 928
million.
Payback period
The payback period shows very interesting figures. The return from the
Kochi Market is Rs 15,780,000 i.e. per day earning would be Rs 526,000
which means that the payback period is nearly 11 days if the 68 % of the
population of Kochi is subscribing to the search facility.
However it is a fact that 68 % of the population as derived from the sample

is a very large figure but even if 30% of the population is subscribing to the
search facility then the payback period would be nearly 31 days or a month.
This shows the strength of this project.
And if the Kerala market is considered as a whole then we can find that the
return is as higher as Rs 928,800,000 for a year i.e. Rs 2,544,675 is per day
EBIT i.e. the project is capable of return the money within just two days!
But of course these figures have been arrived without calculating the
interest rate and Tax chargeable.
Why EBIT is used?

EBIT is used by investors because the tax structure and financing structure
of the companies being compared may be very different. These accounting
techniques could possibly affect the final profit amount and mask the actual
operating efficiency of the firm. EBIT is used to find the most profitable
company in terms of the efficiency of its operation.
Using EBIT allows an investor to ask, Does Company A make better use of
its resources, and as a result get a better margin on its sales than company

B? If so, then company A is likely to be a better investment over the long
term since it is the more efficient company. Company B may make more
money now because it has an advantage in its financing arrangement or
taxation rate. Since these are subject to change in the future, Company B
may lose their apparent advantage.
EBIT should not be used to evaluate a company in isolation. Even though a
heavily leveraged company may appear profitable using EBIT, in actuality, it
may be losing money when interest on its significant debt load is taken into
account. Taxation can also have such a significant effect on the profitability
of a company that a seemingly promising company may be a poor
investment choice if only the EBIT is considered.
But in this case the interest cannot accumulate longer since the hardly any
interest is levied by the stakeholders they just take away the portion of profit
as signed in the deal. And this % of profit does not comes into play for a
feasibility study as the stakeholders are considered as one single entity who
wants to get a fair amount of return more than that offered by a bank rate
or Investment in financial Market, say more than 20 – 30 % of the Invested
amount. And only interest is charged by the banks & financial institution
from whom long term loans were never taken for financing banks were
dependent for short term loans as the project itself would end in one year
and the return would start after that.

Chapter 12
Management Implications and
Recommendation
Advertising Concept – The Seed Plan
Often in many industry a fortune is spend for advertisement. However this

amount spends in many cases seems to be bigger than the benefit acquired.
And in software industry this phenomena is commonly observed. Market
Solutions also falls into the category of a software Industry. For the success
an LBs brand promotion is very important and this calls for advertisement.
So how can we do this advertisement – By posters across the streets? By

advertisements in Media? By promotional SMS or offers? Any of the above
method is useful but it would consume a good fortune.
But we have arrived at altogether a different concept in advertisement called

the Seed Plan. This plan calls for introducing the brand among the most
innovative group of population the youngsters and among them to the
college & school students. This can also be extended to the business
establishments / enterprise.
The plan is explained by the below flow chart
A college is selected
CUG is formed within the college

with a common Service provider
A package of Entertainment and

Free SMS Package
Brand Promotion
Chart No: 38 Seed plan process

Selection of College/ Business unit
A college is selected based on some criteria such as
1. Strategic Location of the college
Strategic location is found out by the selecting the best area to lay this
seed plan so that the surrounding market can be penetrated. The
below diagram explains it.
Market to be captured
College for laying the plan
Penetration to nearby market
Diagram No: 12 Seed plan
The square represents the market to be captured. The Dark spot

represents the colleges selected and the Doted lines represent that the
market nearby is also penetrated either by entering nearby colleges or
by the local population itself. This location should be justifiable by
means of distance as well as environment of college. All Seeds cannot
be sown at one corner of the market and the penetration done
linearly. There has to be some sort of location if not equidistance to
penetrate the market from all direction.
2. Acceptability & need of the product
The product we are going to introduce to the students must have
acceptability for which the student behavior has to be studied which
calls for a Market Research.
3. Student’s background & Environment to accept the product
If students are coming from a society which do not use mobile? If the
college has less number of students using mobile? If the college has
totally banned the use of Mobile? Such factors need to be considered.

CUG Formation
CUG (Common user group) needs to be formed with any service provider
which can be selected on the basis of
1. Reach of the service provider in the particular area
2. Majority of students using the service provider
3. Companies discretion based on the deal with the service provider
Entertainment package
The package consists of College stories, College jokes, College News, Stories
published by innovative writers in college etc. Along with this a free SMS
package can also be given to students. Now along with every SMS brand
promotion can be done. Slowly the need for a location based search can also
be cultivated among the students.
The spread
Students normally would serve a brand promoter at their homes. But along
with this the locality of the college will also get familiarized with the Location
based search. Now this serves as a plan to enter into the nearby market as
shown by Diagram No: 12.

Chapter 13
Conclusion of the Study

Conclusion of the study
The study was conducted with the help of primary data - schedule and
questionnaire and with secondary data through literature review which
shows conformity with each other and proves the validity of the study.
The study has proved the following hypothesis correct

Hypothesis 2: Frequent Travelers are likely to use LBS
Hypothesis 3: GPRS is a commonly accepted medium of LBS
Thus the study helped to identifying a key variable of consumer behavior for
analysing Market potential by and reinforced the belief of company for
introducing LBS in GPRS mode.
The study has proved the following hypothesis wrong

Hypothesis 1: VAS users are likely to subscribe to LBS
Hypothesis 4: Students are the likely customers for LBS
The study thus helped to change the pre – defined concept of the company
that students are the favourable population for introduction of LBS and that
VAS usage cannot be a medium to judge market for LBS.
The study further helped to identify the target market for LBS as Business
class with large enterprise. It also helped to identify the target group within
each strata of the population taken and ranked them according to their
market preference based on a number of variables used for analysis.
Market analysis has showed the absence of a major player in Kerala for
Location Based Search. The competitor analysis also showed that the
business of Market Solution enjoys a total monopoly in Kerala due to
limitation of competitors and the concept being a new one.

Financial analysis has shown that Market Solution posses a potential
earning a return a profit of 939 million a year.
• The payback period is as low as one month
• It is a well protected project since the stakeholders has contributed
the maximum investment
Mobile search application launched by Market Solutions is a very power

powerful project having the potential to penetrate into the each nook and
corner of Kerala Market.

Annexure
Get Listed!!! Get Noticed!!!
First prize : Rs 2000/-

Second prize : Rs 1000/-
Third prize : Rs 500/-
Consolation prizes : T- Shirts for the first 50
To win these prizes all you have to do is fill up the questionnaire

seriously and log on to www.ypkerala.com, use the search facility and
find three categories of data missing in the database and send an
email with the missing categories and the questionnaire number (see
bottom of the page) to info@marketsolutions.com
Date of lucky draw: 1/3/09
Hurry!!! Fill up the questionnaire seriously

and log on to ypkerala to try your luck
Finding it difficult to Search hotels, restaurant, shops, banks, Atm’s,

places and lot more about kerala WHILE YOU ARE ON MOVE? All you
have to do is Log on to www.ypkerala.com and download Kerala
search application software to your mobile and that too free of cost.
To download type http://www.ypkerala.com/m in your mobile from

any mobile browser
This offer is valid for a limited period only!!! Download the application
today itself and search SMARTER!!!
*Prizes will be announced to you through SMS or email. Please note that awarding of prizes will be as per
the sole discretion of ypkerala. The employees of ypkerala or relatives of employees should not take part in
this competition.
Tired of searching shops for buying what you really wanted?
Cloudy about the location of the place you want to visit?
Want to search smarter?
Through GPRS (Internet) you can search as follows
Or
Through SMS search facility like this
Type and send SMS: Atm SBI, Kaloor

Answer you get on mobile: List of all Atm’s in kaloor
Type and send SMS: Type ‘M’ and send the message
Answer you get on mobile: More list of Atm’s of SBI at kaloor
Similarly, Send another SMS for required information
So easy and so fast to search anything you want!
Make the choice now and please visit our website www.ypkerala.com for
detailed demonstration.
Please furnish the below details and fill up the questionnaire so that we
can get back to you to and inform you about the exciting prizes!
Name : Your name Gender: Male Female
Occupation Level:
Junior Management Middle Management
Top Level Management Self Owned Business
Income : Below 10 thousand Age: Below 18

(Per Month) 10,000 to 25,000 18-25
25,000 to 40,000 25-35
40,000 to 60,000 35-45
60,000 and above Above 45
Nil
Your email id
Email :
Mob : 9xxxxxxxx
Questionnaire
(Indicate your choice by putting a tick mark)
1. For how many years have you been using mobile phones?
Less than 1 year Between 1 to 3 years
Between 3 to 5 Years 5 Years and above

2. How many mobile providers have you tried before?
1 2 3 4 5 6 and above
3. Which of the following purpose do you use mobile phones for? (Please
tick whichever is applicable)
To call friends and family To SMS
To listen to music/ Watch video Browse internet

Specify
Others
ͳ
4. Which are the value added services you are using now?
News Caller tunes Astrology Cricket updates
Ticket booking Stories tell Jokes Food tell
Ring tone download Beauty tips Travel
Others Specify
5. Which among the following would you like to search? (Please tick
whichever is applicable)
ATM Points Automative banking & Finnace
Exporters Food & Dine Governement
Consultancy services Education Entertainment
Health care Others Specify
6. Have you already tried searching places, Atm’s, hotels etc through
mobile phone? Yes No
7. What are your current searching sources?

Search engines like Google, yahoo Official/specialized web sites
Specify
Directories Other sources
8. Does your mobile phone have GPRS (Internet)? Yes No
9. Have you activated GPRS (Internet) in your mobile phone?

Yes No
10. Do you know that GPRS (Internet) can be used as search facility in your
mobile? Yes No
11. For what purposes do you use GPRS? (Tick whichever is applicable)
For Searching places Sending / receiving mails
Stock prices, train timing etc. Other purposes

12. How much are you spending on GPRS per month
Upto Rs 50 Rs 50 – Rs 100 Rs 100 – Rs
200 Rs 200 – Rs 500 Rs 500 and above
13. If your mobile operator is providing you such a search facility will you
subscribe to it? Yes No
ʹ
14. If any other mobile provider is providing you such search a facility will
you change your mobile provider? Yes No
15. If your mobile provider offers you search facility then which mode will
you prefer?
SMS based services Call and know offer
Mobile GPRS (internet) based service

16. How much will you pay for the above services? (Please indicate the
amount in Rs in the appropriate boxes)
Rs
SMS per search
Call and know offer Rs
Mobile GPRS (Internet) based services Rs
17. For this search application will you prefer SMS based service or GPRS
service? (Please indicate your choice by tick mark)
SMS GPRS
18. What is your travel pattern? (Please put a tick in the appropriate box
below)
Daily
0-20 Km 20-50 Km 50-100 Km 100 and above
Weekend travel
50-100 Km 100-200 Km 200 and above
19. How often do you travel on weekends?
4 times in a month Twice in a month
Once in a month Once in two months

20. Have you ever felt the need to search while travelling?
Yes No
Comments:
͵
BIBLOGRAPHY
1. Market Solutions Journals and magazines

1.1. Vision and mission of Market Solutions
1.2. History of Market Solution
2. Departmental Manuals of Market Solutions

2.1. Marketing Manual
2.2. Finance Manual
2.3. Training Manual
3. Market solutions
3.1. Website- http://www.marketsolutions.co.in/
3.2. Website-http://www.ypkerala.com/
4. Websites
4.1. http://www.spss.co.in/
4.2. http://worldresearch.com

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MARKET STUDY

FOR MARKET SOLUTIONS (PVT.) LTD.

Under the Guidance of

School Of Management Studies

This is to certify that this project MARKET STUDY FOR MARKET

Prof. (Dr.) P. R. Wilson Prof. (Dr.) K. B. Pavithran

I, Vivek Menon, fourth semester MBA student of school of

Date: Vivek Menon

I would like to acknowledge my profound sense of gratitude

The Almighty for giving me strength and ability to successfully

Prof (Dr.) P. R. Wilson, Professor, School of Management, Cochin

Mr. Harikrishnan, Chief Operating Officer, Market Solutions PVT.

Mr. Sylesh N., Student, MBA (FT) – SEM IV, School of

To all employees of Market Solutions PVT. Ltd. for their kind

The project is a Market study report on the feasibility of Location based

The study started through literature review to understand the dynamics of

Prior to the study an organizational study was done at Market solutions to

Chart No. Particulars Page No:

Table No. Particulars Page No:

Diagram No. Particulars Page No:

Certificate from organization i

Certificate from guide ii

List of figures, tables and chart vi

3. Methodology of the study 12

6. Hypothesis of the study 48

7. Data Presentation and interpretation 49

9. Finding the target Market 79

10. Competitor Analysis 85

11. Financial Feasibility 89

12. Management Implication and Recommendation 99

13. Conclusion of the study 102

The Market Study was conducted with the following objectives:

• Indian Mobile Phone Industry

• About Market Solutions

n Mobile Industry Overview

400 257 237

About Market Solutions

Mobile Application Software Development

Kerala Search Mobile Application Software

It requires just a java-enabled mobile phone with GPRS connectivity. It's

Bulk SMS Services

a pioneering venture which conjures up before emergency! You needn't panic!

The spread to Kerala

Services offered by YPkerala:

For Real Estate Agents: It gives an immense volume of information to

For Professionals: ypkerala.com ensures with its specialization based listing

For Shops & Business Establishments: Increase in volume of business is the

Methodology of the study

Defining the study

Defining the population

Designing the Questionnaire

Data Collection &

Chart No: 4 Flow chart for Methodology

Defining population and Sampling

Non- Probability Total Population

Stratified Business, Salaried &

Convenience sampling Convenience Sampling

Chart No: 5 Flow chart for Sampling

Stratified Convenience sampling

ning the question

Table No: 3 Stratification of Salarried Class

1. Study covered only student, salaried and business class. The

Services offered by Market Solutions

LBS (Location Based Search)