MOBILE SERVICE PROVIDERS

(A COMPARITIVE ANALYSIS)
SESSION: 2008-2009
BATCH: 2006-2009
DISSERTATION IN PARTIAL FULFILLMENT FOR THE
AWARD OF THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO

DR. B. R. AMBEDKAR UNIVERSITY,

AGRA

GUIDE:

SUBMITTED BY:

Name: MANISHA PARASHAR

Name: ARPIT BINDAL

Lecturer

Course: BBA (VI Semester)

GLA Institute of Professional Studies

University Roll No. 4583

Mathura (U.P.) - 281 406

University Enrollment No.0612232

CERTIFICATE
This is to certify that the dissertation entitled MOBILE SERVICE
PROVIDERS (A COMPARATIVE ANALYSIS), submitted by Mr.
ARPIT BINDAL is an original and independent work done by him under
my supervision.

Place: Mathura
Date:

Name
Lecturer
G.L.A.Institute of Professional Studies
17th K.M. Milestone. NH#2
Mathura (U.P.) -281 406

DECLARATION
I hereby declare that the following documented Project Report titled
MOBILE SERVICE PROVIDERS (A COMPARATIVE ANALYSIS
) is an authentic work done by me.
The Study was undertaken as a part of the course curriculum of BBA Full
Time Program of AGRA University, MATHURA.

(ARPIT BINDAL)
BBA VI TH Sem.

ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom
routine can substitute which is possible while working in real situations.
Application of theoretical knowledge to practical situations is the
bonanzas of this survey.
Without a proper combination of inspection and perspiration, its not easy
to achieve anything. There is always a sense of gratitude, which we
express to others for the help and the needy services they render during
the different phases of our lives. I too would like to do it as I really wish
to express my gratitude toward all those who have been helpful to me
directly or indirectly during the development of this project.
First of all I wish to express my profound gratitude and sincere thanks to
my esteemed learned Director Dr. Anup Gupta, GLAIPS, Mathura who
allowed me to conduct the survey.
I would like to thank my Lecturer Miss. Manisha Parashar who was
always there to help and guide me when I needed help. Her perceptive
criticism kept me working to make this project more full proof. I am
thankful to her for her encouraging and valuable support. Working under
her was an extremely knowledgeable and enriching experience for me. I
am very thankful to her for all the value addition and enhancement done
to me.

Arpit Bindal
BBA VI SEM

PREFACE
The research provides an opportunity to a student to demonstrate
application of his/her knowledge, skill and competencies required during
the technical session. Research also helps the student to devote his/her
skill to analyze the problem to suggest alternative solutions, to evaluate
them and to provide feasible recommendations on the provided data.
The research is on the topic of COMPARATIVE ANALYSIS OF
MOBILE SERVICE PROVIDERS. Although I have tried my level
best to prepare this report an error free report every effort has been made
to offer the most authenticate position with accuracy.

Table of Content
Title Page
Certificates
Declaration
Preface
Acknowledgement
Chapter 1 Introduction.07-43
Chapter 2 Company History44-74
Chapter 3 scope of the study75-76
Chapter 4 Objective of the study.77-78
Chapter 5 Research Methodology79-81
Chapter 6 Data Analysis & Interpretation..82-90
Chapter 7 Findings91-92
Chapter 8 Suggestion.93-94
Chapter 9 Conclusion95-96
Chapter 10 Bibliography...97-98
Chapter 11 Appendix.99-100

INTRODUCTION
Telecom Industry in India
7

The telecom industry is one of the fastest growing industries in India.

India has nearly200 million telephone lines making it the third largest
network in the world after China and USA. With a growth rate of 45%,
Indian telecom industry has the highest growth rate in the world.
- Much of the growth in Asia Pacific Wireless Telecommunication Market
is spurred by the growth in demand in countries like India and China.
- Indias mobile phone subscriber base is growing at a rate of 82.2%.
- China is the biggest market in Asia Pacific with a subscriber base of
48% of the total subscribers in Asia Pacific. Compared to that India s
share in Asia Pacific Mobile Phone
Market is 6.4%. Considering the fact that India and China have almost
comparable populations, Indias low mobile penetration offers huge scope
for growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services

were introduced in India in 1881. In 1883 telephone services were

merged with the postal system. Indian Radio Telegraph Company (IRT)
was formed in 1923. After independence in 1947, all the foreign
telecommunication companies were nationalized to form the Posts,
Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a
strategic service and the government considered it best to bring under
state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and
long-distance service that would be its own regulator (separate from the
postal system). In 1986, two wholly government-owned companies were
created: the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL)
for

service

in

metropolitan

areas.

In 1990s, telecommunications sector benefited from the general opening

up of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in
opening up of telecom services sector for the private sector. National
Telecom Policy (NTP) 1994 was the first attempt to give a
comprehensive roadmap for the Indian telecommunications sector. In
1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI
was formed to act as a regulator to facilitate the growth of the telecom
sector. New National Telecom Policy was adopted in 1999 and cellular
9

services

were

also

launched

in

the

same

year.

Telecommunication sector in India can be divided into two segments:

Fixed Service Provider (FSPs), and Cellular Services. Fixed line services
consist of basic services, national or domestic long distance and
international long distance services. The state operators (BSNL and
MTNL), account for almost 90 per cent of revenues from basic services.
Private sector services are presently available in selective urban areas,
and collectively account for less than 5 per cent of subscriptions.
However, private services focus on the business/corporate sector, and
offer reliable, high- end services, such as leased lines, ISDN, closed user
group

and

videoconferencing.

Cellular services can be further divided into two categories: Global

System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). The GSM sector is dominated by Airtel, VodafoneHutch, and Idea Cellular, while the CDMA sector is dominated by
Reliance and Tata Indicom. Opening up of international and domestic
long distance telephony services are the major growth drivers for cellular
industry. Cellular operators get substantial revenue from these services,
and compensate them for reduction in tariffs on airtime, which along with
rental was the main source of revenue. The reduction in tariffs for airtime,
national long distance, international long distance, and handset prices has
driven demand.

Classification of Telecommunication services

1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
10

Cellular Service

11

Overview
1.

There are five private service operators in each area, and an

incumbent state operator. Almost 80% of the cellular subscriber
base belongs to the pre-paid segment.

2.

The DoT has allowed cellular companies to buy rivals within

the same operating circle provided their combined market share
did not exceed 67 per cent. Previously, they were only allowed
to buy companies outside their circle.

Growth Drivers
Opening up of international and domestic long distance
telephony services are growth drivers in the industry. Cellular
operators now get substantial revenue from these services, and
compensate them for reduction in tariffs on air time, which
along with rental was the main source of revenue. The reduction
in tariffs for airtime, national long distance, international long
distance, and handset prices has driven demand.

The Key players in the Telecom Market in India

Cellular Service provider:
1. BSNL
12

2. Airtel
3. Vodafone
4. Reliance
5. Tata indicom
6. Spice

Subscribers
Wireless subscribers crosses 200 million
mark
Tele density reaches 21.20%

The total number of telephone subscribers has reached 241.02 million at

the end of August 2007 as compared to 232.87 million in July 2007. The
overall teledensity
has increased to 21.20% in August 2007 as compared to 20.52% in July
2007.
In the wireless segment, 8.31 million subscribers have been added in
August 2007 while 8.06 million subscribers were added in July 2007. The
total wireless subscribers (GSM, CDMA & WLL(F)) base reaches 201.29
million at the end of August 2007.
The wireline segment subscriber base stood at 39.73 million with a
decrease of 0.16 million at the end of August 2007. Circle wise wire line
subscriber base of service providers is given at following chart ..

13

Market Share of the telecom Company in India

Company Profile

14

INTRODUCTION
Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL)
is among India's largest mobile phone and Fixed Network operators. With
more than 60 million subscriptions as of 13th February 2008.[2] It offers
its mobile services under the Airtel brand and is headed by Sunil Mittal.
The company also provides telephone services and Internet access over
DSL in 14 circles. The company complements its mobile, broadband &
telephone services with national and international long distance services.
The company also has a submarine cable landing station at Chennai,
which connects the submarine cable connecting Chennai and Singapore.
The company provides reliable end-to-end data and enterprise services to
the corporate customers by leveraging its nationwide fiber optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs,
ISP and international bandwidth access through the gateways and landing
station.

Airtel is the largest cellular service provider in India in terms of number

of subscribers. Bharti Airtel owns the Airtel brand and provides the
following services under the brand name Airtel: Mobile Services (using
GSM Technology), Broadband & Telephone Services (Fixed line, Internet
Connectivity(DSL) and Leased Line), Long Distance Services and
Enterprise Services (Telecommunications Consulting for corporates).
15

Leading international telecommunication companies such as Vodafone

and SingTel held partial stakes in Bharti Airtel.
In April 2006 Bharti Global Limited was awarded a telecommunications
license in Jersey in the Channel Islands by the local telecommunications
regulator the JCRA. In September 2006 the Office of Utility Regulation
in Guernsey awarded Guernsey Airtel with a mobile telecommunications
license. In May 2007 Jersey Airtel and Guernsey Airtel announced the
launch of a relationship with Vodafone for island mobile subscribers. In
July 2007, Bharti Airtel signed an MoU with Nokia-Siemens for a 900
million dollar expansion of its mobile and fixed network.[3] In August
2007, the company announced it will be launching a customized version
of Google search engine that will provide an 'array of services' to its
broadband customers.

16

INTRODUCTION
A DREAM COME TRUE
The Late Dhirubhai Ambani dreamt of a digital India an India where
the common man would have access to affordable means of information
and communication. Dhirubhai, who single-handedly built Indias largest
private sector company virtually from scratch, had stated as early as
1999: Make the tools of information and communication available to
people at an affordable cost. They will overcome the handicaps of
illiteracy and lack of mobility.
It was with this belief in mind that Reliance Communications (formerly
Reliance Infocomm) started laying 60,000 route kilometres of a pan-India
fibre optic backbone. This backbone was commissioned on 28 December
2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly
after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both
wireless and wireline) and convergent (voice, data and video) digital
network. It is capable of delivering a range of services spanning the entire
infocomm (information and communication) value chain, including

17

infrastructure and services for enterprises as well as individuals,

applications, and consulting.
Today, Reliance Communications is revolutionising the way India
communicates and networks, truly bringing about a new way of life.
Reliance Communications (formerly Reliance Infocomm), along with
Reliance Telecom and Flag Telecom, is part of Reliance Communications
Ventures (RCoVL). According to National Stock Exchange data, Anil
Ambani controls 66.75 per cent of the company, which accounts for more
than 1.36 billion shares of the company.[1]Reliance Infocomm is an
Indian telecommunications company. It is the flagship company of the
Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance
Energy), financial services (Reliance Capital) and telecom initiatives of
the Reliance ADA Group. Reliance Infocomm is currently managed by
Anil Dhirubhai Ambani.It uses CDMA2000 1x technology

HISTORY
Reliance Infocomm was founded by Dhirubhai Ambani. Between 1999 to
2002 Reliance Infocomm built 60,000 km of fiber optic backbone in
India. This network was commissioned on December 28, 2002.

FOOTPRINT
At present, Reliance Telecom's GSM cellular services are available in 340
towns within its eight-circle footprint. Reliance's CDMA services are
available in 19 states and cover about 65% of the country, state wise.
Reliance Infocomm also offered for the first time in India, mobile data

18

services through its R-World mobile portal. This portal leverages the data
capability of the CDMA 1X network.

BUSINESS REVIEW
During the twelve months ended March 31, 2007, revenues of the
Wireless business increased by 46% to Rs. 10,728 corer (US$ 2,489
million) from Rs. 7,364 crore (US$ 1,709 million).
Wireless EBITDA increased to Rs. 3,984 crore (US$ 924 million) from
Rs. 2,250 crore (US$ 522 million). Margins expanded to 37% from 31%.
EBITDA of the Global business increased by 98% during the twelve
months ended March 31, 2007 to Rs. 1,271 crore (US$ 295 million).
EBITDA margins increased to 24% from 12% last year.
In the same period, the Broadband business achieved revenue growth of
123% to Rs. 1,144 crore (US$ 265 million), and EBITDA increased by
more than 6 times, to Rs. 519 crore (US$ 120 million). The EBITDA
margin crossed 45% in the twelve months ended March 31, 2007, from
15% in the corresponding period in the previous year.

19

TATA TELESERVICES
INTRODUCTION
Tata Teleservices Limited (TTSL) is part of the Tata Group of
Companies, an Indian Conglomerate. It runs the brand name Tata
Indicom in India in various telecom circles of India. The company forms
part of the Tata Group's prescence in the Telecommunication Industry in
India, along with Tata Teleservices (Maharashtra) Limited (TTML) and
VSNL.
TTSL was incorporated in 1995 and was the first company to offer
CDMA Mobile services in India, specifically in the state of Andhra
Pradesh.
In December 2002, the company acquired the erstwhile Hughes Telecom
(India) Ltd. which was renamed Tata Teleservices (Maharashtra) Limited.
In September 2007, Tata Indicom launched the Talk World plan, an
International Long Distance Plan.
Tata is the direct competitor with Reliance, both CDMA operators in
India. The company provides unified telecommunication solutions
including mobile, fixed wireless, fixed line and broadband. Other

20

competitors are Vodafone, Airtel, Aircel, Idea, MTNL, BSNL providing

GSM based mobile telephony.
The company was first in India to provide free intra network calling
within city limits. They launched a unique scheme providing lifetime
rental free connectivity on its mobile and fixed wireless for a one time
charge.

Tata Teleservices is part of the INR Rs. 119000 Crore (US$ 29 billion)
Tata Group, that has over 87 companies, over 250,000 employees and
more than 2.8 million shareholders. With a committed investment of INR
36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006), the Group has a
formidable presence across the telecom value chain.
Tata Teleservices spearheads the Groups presence in the telecom sector.
Incorporated in 1996, Tata Teleservices was the first to launch CDMA
mobile services in India with the Andhra Pradesh circle.

Starting with the major acquisition of Hughes Tele.com (India) Limited

[now renamed Tata Teleservices (Maharashtra) Limited] in December
2002 the company swung into an expansion mode. With the total
Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India
presence spread across 20 circles that includes Andhra Pradesh, Chennai,
Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa,
Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E),
Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.

21

Having pioneered the CDMA 3G1x technology platform in India, Tata

Teleservices has established a robust and reliable 3G ready telecom
infrastructure that ensures quality in its services. It has partnered with
Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a
reliable, technologically advanced network.
The company, which heralded convergence technologies in the Indian
telecom sector, is today the market leader in the fixed wireless telephony
market with a total customer base of over 3.8 million.
Tata Teleservices bouquet of telephony services includes Mobile
services, Wireless Desktop Phones, Public Booth Telephony and Wireline
services. Other services include value added services like voice portal,
roaming, post-paid Internet services, 3-way conferencing, group calling,
Wi-Fi Internet, USB Modem, data cards, calling card services and
enterprise services.
Some of the other products launched by the company include prepaid
wireless desktop phones, public phone booths, new mobile handsets and
new voice & data services such as BREW games, Voice Portal, picture
messaging, polyphonic ring tones, interactive applications like news,
cricket, astrology, etc.
Tata Indicom redefined the existing prepaid mobile market in India, by
unveiling their offering Tata Indicom Non Stop Mobile which allows
customers to receive free incoming calls. Tata Teleservices today has
Indias largest branded telecom retail chain and is the first service
provider in the country to offer an online channel www.ichoose.in to offer
postpaid mobile connections in the country.
22

Tata Teleservices has a strong workforce of 6000. In addition, TTSL has

created more than 20,000 jobs, which will include 10,000 indirect jobs
through outsourcing of its manpower needs.
Today, Tata Teleservices Limited along with Tata Teleservices
(Maharashtra) Limited serves over 21 million customers in over 4000
towns. With an ambitious rollout plan
both within existing circles and across new circles, Tata Teleservices
offers world-class technology and user-friendly services in 20 circles

23

BSNL

INTRODUCTION
Bharat Sanchar Nigam Limited (known as BSNL, India Communications
Corporation Limited) is a public sector communications company in
India. It is the India's largest telecommunication company with 25.14%
market share as on December 31, 2007. Its headquarters are at Bharat
Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It
has the status of Mini-ratna - a status assigned to reputed Public Sector
companies in India.
BSNL is India's oldest and largest Communication Service Provider
(CSP). Currently BSNL has a customer base of 68.5 million (Basic &
Mobile telephony). It has footprints throughout India except for the
metropolitan cities of Mumbai and New Delhi which are managed by
MTNL. As on December 31, 2007 BSNL commanded a customer base of
31.7 million Wireline, 4.1 million CDMA-WLL and 32.7 million GSM
Mobile subscribers. BSNL's earnings for the Financial Year ending March
31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of INR
78.06b (US$ 1.90 billion). Today, BSNL is India's largest Telco and one
of the largest Public Sector Undertaking with estimated market value of $
100 Billion. The company is planning an IPO with in 6 months to offload
10 % to public.

24

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th

largest Telecommunications Company providing comprehensive range of
telecom services in India: Wireline, CDMA mobile, GSM Mobile,
Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services,
IN Services etc. Within a span of five years it has become one of the
largest

public

sector

unit

in

India.

BSNL has installed Quality Telecom Network in the country and now
focusing on improving it, expanding the network, introducing new
telecom services with ICT applications in villages and wining customer's
confidence. Today, it has about 47.3 million line basic telephone capacity, 4
million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed
exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730
Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5
Lakhs

villages.

BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact
there is no telecom operator in the country to beat its reach with its wide
network giving services in every nook & corner of country and operates
across India except Delhi & Mumbai. Whether it is inaccessible areas of
Siachen glacier and North-eastern region of the country. BSNL serves its
customers

with

its

wide

bouquet

of

telecom

services.

BSNL is numero uno operator of India in all services in its license area.
The company offers vide ranging & most transparent tariff schemes
designed

to

suite

every

customer.

BSNL cellular service, CellOne, has more than 17.8 million cellular
customers, garnering 24 percent of all mobile users as its subscribers.

25

That means that almost every fourth mobile user in the country has a
BSNL connection. In basic services, BSNL is miles ahead of its rivals,
with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the
subscriber

base

and

92

percent

share

in

revenue

terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million
Internet Customers who access Internet through various modes viz. Dialup, Leased Line, DIAS, Account Less Internet(CLI). BSNL has been
adjudged

as

the

NUMBER

ONE

ISP

in

the

country.

BSNL has set up a world class multi-gigabit, multi-protocol convergent

IP infrastructure that provides convergent services like voice, data and
video through the same Backbone and Broadband Access Network. At
present there are 0.6 million Data One broadband customers.
The company has vast experience in Planning, Installation, network
integration and Maintenance of Switching & Transmission Networks and
also has a world class ISO 9000 certified Telecom Training Institute.
Scaling new heights of success, the present turnover of BSNL is more than
Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million
(US $ 2.26 billion) for last financial year . The infrastructure asset on

telephone alone is worth about Rs.630,000 million (US $ 14.37 billion).

BSNL plans to expand its customer base from present 47 millions lines to
125 million lines by December 2007 and infrastructure investment plan to
the tune of Rs. 733 crores (US$ 16.67 million) in the next three years.

26

The turnover, nationwide coverage, reach, comprehensive range of

telecom services and the desire to excel has made BSNL the No. 1
Telecom Company of India.

History
The foundation of Telecom Network in India was laid by the
British sometime in 19th century. The history of BSNL is linked with the
beginning of Telecom in India. In 19th century and for almost entire 20th
century, the Telecom in India was operated as a Government of India
wing. Earlier it was part of erstwhile Post & Telegraph Department
(P&T). In 1975 the Department of Telecom (DoT) was separated from
P&T. DoT was responsible for running of Telecom services in entire
country until 1985 when Mahanagar Telephone Nigam Limited (MTNL)
was carved out of DoT to run the telecom services of Delhi and Mumbai.
It is a well known fact that BSNL was carved out of Department of
Telecom to provide level playing field to private telecoms.Subsequently
in 1990s the telecom sector was opened up by the Government for Private
investment, therefore it became necessary to separate the Government's
policy wing from Operations wing. The Government of India
corporatised the operations wing of DoT on October 01, 2000 and named
it as Bharat Sanchar Nigam Limited (BSNL).BSNL operates as a public
sector.

27

SPICE COMMUNICATIONS LIMITED

Spice Communications is a joint venture between Spice corp. (India)- the
flagship company of MCorp Global that first introduced India to mobile
phone services and has interests in the field of telecommunications, office
automation and information technology and DISTACOM (Hong Kong)-a
company with over 20 years of experience in mobile communication
which was responsible for bringing mobile telephony to Hong Kong
along with Hutchison Telecom.
Spice Corp was the first private sector organization to make a
strategic shift into the telecommunications arena in 1995 as it
launched India's first Cellular Service network in the metro of
Calcutta.
Spice Communications is one of the largest high value networks in India.
Starting operations in June 1997, Spice today is also the singular cellular
operator in Punjab with an extensive highway coverage that links nearly
76 key towns and cities, accounting for 95% of the urban population and
over 1000 villages across the state. Spice Punjab has already achieved
coverage of 95% District head quarters as per DoT tender conditions,
having already covered 14 out of 15 Districts HQs, including Chandigarh.
Launched over nine years ago under the brand name of "Spice Telecom",
the Company's cellular services have already built up a strong customer
base of over 1.5 million in two of India's most challenging and lucrative
markets Punjab and Karnataka.

28

FOREIGN PARTNERS
The Foreign partners for Spice Communications Karnataka are Distacom,
AIG and Prudential.

INFRASTRUCTURE VENDORS
The infrastructure vendors are Siemens and Motorola.

LAUNCH OF SERVICE
Launched over six years ago under the memorable brand name of
"Spice", the Company offers cellular services in Punjab and Karnataka.
Spice Karnataka launched its services in April 1997.

Pre-paid /post-paid Service

Spice Communications Limited is presently operating Cellular Phone
Services in the states of Punjab and Karnataka. The pre-paid service in
Karnataka operates under the brand name "Simple" and In Punjab under
the brand name spice.

29

VODAFONE ESSAR
Vodafone Essar, previously Hutchison Essar is a cellular operator in
India that covers 16 telecom circles in India Despite the official name
being Vodafone Essar, its products are simply branded Vodafone. It offers
both prepaid and postpaid GSM cellular phone coverage throughout India
and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz
digital GSM technology, offering voice and data services in 16 of the
country's 23 licence areas.
Vodafone Essar, previously Hutchison Essar is a cellular operator in
India that covers 16 telecom circles in India . Despite the official name
being Vodafone Essar, its products are simply branded Vodafone. It offers
both prepaid and postpaid GSM cellular phone coverage throughout India
and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz
digital GSM technology, offering voice and data services in 16 of the
country's 23 licence areas.

30

OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other
Indian nationals, 15%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest
of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1
billion, pipping Reliance Communications, Hinduja Group, and Essar
Group, which is the owner of the remaining 33%. The whole company
was valued at USD 18.8 billion . The transaction closed on May 8, 2007.

PREVIOUS BRANDS:
In December 2006, Hutch Essar re-launched the "Hutch" brand
nationwide, consolidating its services under a single identity. The
Company entered into agreement with NTT DoCoMo to launch i-mode
mobile Internet service in India during 2007.
The company used to be named Hutchison Essar, reflecting the name of
its previous owner, Hutchison. However, the brand was marketed as
Hutch. After getting the necessary government approvals with regards to
the acquisition of a majority by the Vodafone Group, the company was
rebranded as Vodafone Essar. The marketing brand was officially changed
to Vodafone on 20 September 2007.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest
brand transition exercises in recent times.
Vodafone Essar is spending somewhere in the region of Rs 250 crores on
this high-profile transition being unveiled today. Along with the
transition, cheap cell phones have been launched in the Indian market

31

under the Vodafone brand. There are plans to launch co-branded handsets
sourced from global vendors as well.
A popular daily quoted a Vodafone Essar director as saying that "the
objective is to leverage Vodafone Group's global scale in bringing
millions of low-cost handsets from across-the-world into India."
While there is no revealing the prices of the low-cost Vodafone handsets,
the industry is abuzz that prices might start at Rs 666, undercutting
Reliance Communications' much-hyped 'Rang Barse' with cheap handsets
beginning at Rs 777.
Meanwhile, Vodafone Essar sources said there would be no discounts or
subsidized handset offers -- rather handset-bundled schemes for
customers.
Incidentally, China's ZTE, which is looking to set-up a manufacturing
unit in the country, is expected to provide several Vodafone handsets in
India. Earlier this year, Vodafone penned a global low-cost handset
procurement deal with ZTE.

32

GROWTH OF HUTCHISON ESSAR (1992-2005):

In 1992 Hutchison Whampoa and its Indian business partner established a
company that in 1994 was awarded a licence to provide mobile
telecommunications services in Mumbai (formerly Bombay) and
launched commercial service as Hutchison Max in November 1995.
Analjit Singh of Max still holds 12% in company.
By the time of Hutchison Telecom's Initial Public Offering in 2004,
Hutchison

Whampoa

had

acquired

interests

in

six

mobile

telecommunications operators providing service in 13 of India's 23

licence areas and following the completion of the acquisition of BPL that
number increased to 16. In 2006, it announced the acquisition of a
company that held licence applications for the seven remaining licence
areas.
In a country growing as fast as India, a strategic and well managed
business plan is critical to success. Initially, the company grew its
business in the largest wireless markets in India - in cities like Mumbai,
Delhi and Kolkata. In these densely populated urban areas it was able to
establish a robust network, well known brand and large distribution
network -all vital to long-term success in India. Then it also targeted
business users and high-end post-paid customers which helped Hutchison
Essar to consistently generate a higher Average Revenue Per User
("ARPU") than its competitors. By adopting this focused growth plan, it
was able to establish leading positions in India's largest markets providing
the resources to expand its footprint nationwide.
In February 2007, Hutchison Telecom announced that it had entered into
a binding agreement with a subsidiary of Vodafone Group Plc to sell its
67% direct and indirect equity and loan interests in Hutchison Essar

33

Limited for a total cash consideration (before costs, expenses and

interests) of approximately US$11.1 billion or HK$87 billion.
1992: Hutchison Whampoa and Max Group established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat
markets through ESSAR acquisition
2001: Won auction for licences to operate GSM services in Karnataka,
Andhra Pradesh and Chennai
2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which
operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and
renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely
'Punjab', 'Uttar Pradesh West' and 'West Bengal'
2005: Acquired BPL, another mobile service provider in India
2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa
and has successfully launched its services in the following circle.
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle
2G network.
Hutch was often praised for its award winning advertisements which all
follow a clean, minimalist look. A recurrent theme is that its message
Hello stands out visibly though it uses only white letters on red
background. Another recent successful ad campaign in 2003 featured a
pug named Cheeka following a boy around in unlikely places, with the
tagline, Wherever you go, our network follows. The simple yet powerful
advertisement campaigns won it many admirers.

34

INTRODUCTION TO THE TOPIC

"COMPETITIVENESS IN ADVERTISING BETWEEN
VARIOUS TELECOM BRANDS IN MATHURA REGION"
The term "advertising" is derived from the original Latin
Word "Advertise" which means to turn the attention Every piece of
Advertising turns the attention of the readers/ listens/ viewers/ on lookers
towards a product or a service or an idea therefore it can e said that any
thing that turns the attention to an article/ service/ idea might be well
called advertising. It is the power packed process pertaining to the
dissemination of information concerning an idea, service or a product to
impel on action in line with the intension of an advertiser. Advertising is
salesmanship in print. It is the magnate that motivators the world of
business. It is the main stay of human civilization and the corner stone of
the culture. It is a tantalizing teaching of popularizing a product. It is that
magic force which turns an instinct to acquisition, a desire in to demand
and a dream in to reality by influencing the consumption the directing the
production, diverting the distribution and affecting the very course of
exchange.
Adverting is a mass communication process of persuading the prospects
by convincing them to by products or services with in creased satisfaction
to the consumers and profits to the sponsors. It is that instrument of
marketing which acts as effective multiple sales-people, reaching good
many people at one time quickly effectively at relatively lower cost.

35

DEFINITIONS OF ADVERTISING

1. American market association "Any paid from of non-personal

presentation of idea, goods or services by an identified sponsor"
2. New Encyclopedia Britannica "Advertising is a form of
communication intended to promote the sales of the product or service to
influence public opinion, to gain public support as to advance a
particulars cause"
3. John E. Kennedy - "Advertising is simply a way of selling something
in the most effective method possible good advertising create sales and
not just attentions.
4. The Institute of Practitioners in advertising Advertising presents the
most persuasive possible selling massage to the right prospects for the
product or service at the lowest possible cost".
5. R.H. Colley "Advertising is mass paid communication the ultimate
purpose of which is to impart information, develop attitudes the induce
action beneficial to the advertiser (generally the sale of a product or
service)".
6. W.J.Stanton "Advertising consists of all the activities involved in
presenting to a group a non-personal, oral or visual, openly sponsored
massage regarding a product, service or idea, this massage, called in
advertisement is disseminated through one or more media and is paid for
by the identified sponsor".

36

ADVERTISING HISTORY
Advertising is known to have existed in one form or the other ever
since goods were available for popular consumption and the concept
dates back to as 3000 years before Christ.

1.

Most of the advertising was oral. Street criers and "barkers" strode
through ancient streets, making public announcements about their
goods, Ancient Rome, Athens, London and the early American
Colonies saw criers promoting goods as varied as remedies, fish and
dairy products.

2.

Sings, as shop doorways were another way of representing goods.

They were a symbol of each sellers wares were developed for these
unable to read for example a goat an a sign in Roam meant a dairy, a
mule driving a mill meant a backing shop, and a shinning weal meant
weaver. A system of brand and trademark differentiation as it exists
today had its roots in this period.

3.

Advertising was really launched by the ancient Baby loonies who

had a reputation for being, materialistic. Some of them even prepared
"Institutional Advertising Campaign for their kinds. They stenciled the
bricks used to build temples with letters announcing the name of the
temple and the king who built it.

4.

However, Advertising in its written from begin with the Romans

when they began spreading literacy around the world. It starts with
public announcement on town walls.

37

The "Dark Ages" which flowered the defeat of the Roman Empire in
the fifth
Century was a brief period of gloom for advertising commerce in general
by the end of fifteenth century advertising re-grinned its glory sign
marketing become an art and eye- catching graphics were being created.

SOME EXAMPLE OF EARLY ADVERTISING

Examples of a verse received in Athens for a cosmetic product. "For eyes
that are shining, for cheeks like to dawn, for beauty that lasts after
girlhood is gone, for prices in reason, the woman who knows will by her
cosmetics of Aesclytos".
Some of the early London street criers used exaggeration to
sell their seafood products.
"Sprats as big as herrings, sprats an live, ho"
"Stinking shrimps today! Lor! How they do stink today, to be sure"

38

39

40

41

42

43

Tata Teleservices
44

Tata Teleservices is part of the Rs. 119,000 Crore (US$ 29 billion) Tata
Group, that has over 98 companies, over 289,500 employees and more
than 2.9 million shareholders. With a committed investment of INR
36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006), the Group has a
formidable presence across the telecom value chain.
Tata Teleservices spearheads the Groups presence in the telecom sector.
Incorporated in 1996, Tata Teleservices was the first to launch CDMA
mobile services in India with the Andhra Pradesh circle.
Starting with the major acquisition of Hughes Tele.com (India) Limited
[now renamed Tata Teleservices (Maharashtra) Limited] in December
2002 the company swung into an expansion mode. With the total
Investment of Rs. 19,924 Crore, Tata Teleservices has created a Pan India
presence spread across 19 circles that includes Andhra Pradesh,
Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil
Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal
Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata,
Madhya Pradesh and West Bengal.
Having pioneered the CDMA 2000 1x technology platform in India, Tata
Teleservices has established a robust and reliable 3G ready telecom
infrastructure that ensures quality in its services. It has partnered with
Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a
reliable, technologically advanced network.
The company, which heralded convergence technologies in the Indian
telecom sector, is today the market leader in the fixed wireless telephony
market with a total customer base of over 3.8 million.

45

Tata Teleservices bouquet of telephony services includes Mobile

services, Wireless Desktop Phones, Public Booth Telephony and Wireline
services. Other services include value added services like voice portal,
roaming, post-paid Internet services, 3-way conferencing, group calling,
Wi-Fi Internet, USB Modem, data cards, calling card services and
enterprise services.
Some of the other products launched by the company include prepaid
wireless desktop phones, public phone booths, new mobile handsets and
new voice & data services such as BREW games, Voice Portal, picture
messaging, polyphonic ring tones, interactive applications like news,
cricket,

astrology,

etc.

Tata Indicom redefined the existing prepaid mobile market in India, by

unveiling their offering Tata Indicom Non Stop Mobile which allows
customers to receive free incoming calls. Tata Teleservices today has
Indias largest branded telecom retail chain and is the first service
provider in the country to offer an online channel www.i-choose.in to
offer postpaid mobile connections in the country.
Tata Teleservices has a strong workforce of 6000. In addition, TTSL has
created more than 20,000 jobs, which will include 10,000 indirect jobs
through outsourcing of its manpower needs.
Today, Tata Teleservices Limited along with Tata Teleservices
(Maharashtra) Limited serves over 25 million customers in over 5000
towns. With an ambitious rollout plan both within existing circles and
across new circles, Tata Teleservices offers world-class technology and
user-friendly services in 19 circles.

46

YEAR
EVENTS
2001 - Mr. Vinod Shukla, Director has resigned and Mr Pradeep Kaul
has been appointed in his place.
2002-Hughes Tele.com crosses 150000 live customer lines.
-Hughes Tele confirms appointment of G Varghese as President & CEO.
-Hughes Tele.com India Ltd has informed that the Board has appointed
Mr Jay Dehejia as a Director of the Company. Mr Dehejia has also been
appointed as a member of the Audit Committee and Employees Stock
Option Plan Compensation Committee. Mr Jay Dehejia is an Independent
Director for the purpose of Clause 49 of the Listing Agreement.Further,
the Board of Directors has at its meeting held today appointed Mr Paul W
Cheng as an Alternate Director to Mr Jay Dehejia.
-Hughes Network Systems, a shareholder of Hughes Tele.com (India)
Ltd (HTIL), and Tata Industries Ltd on April 23, 2002 signed a
Memorandum of Understanding to discuss various possibilities for
entering into a transaction with respect to the investment of the HTIL
sponsors in HTIL.
-Hughes Tele.com India Ltd has informed the Board of Directors of the
Company has accepted Mr Sett's resignation at its meeting held on July
16, 2002. Mr Vivek Sett will however continue as the Company's Chief
Financial Officer.

47

-Hughes Tele.Com (India) Limited has informed the Exchange about the
Change in Board of Directors as follows :
1.) M/s. Pramod Mittal,Pradman Kaul, Jack Shaw, Francis X Frantz,
Vinod K Mittal, James Lucchese, Pradeep Kaul, Jaykumar Dehejia
& Vijay dhar have resigned from the office of the Director of the
Company w.e.f December 6,2002. Consequent to the above said
resignations, M/s. Arun Kumar (alternate to Mr. Jack Shaw).
Sanjay Chaudhary (alternate to Mr.Francis X. Frantz), Pranav
Roach (alternate to James Lucchese), Partho Banerjee (Alternate to
pradeep

Kaul),

Paul

Cheng

(Alternate

to

Jaykumar

Dehejia),John-Michael Lind (Alternate to Pramod Mittal) have also

ceased to be alternate Directors w.e.f. December 6, 2002.

2.) Dr. J J irani, Mr. S Ramakrishnan, Mr. Ishaat Hussain, Mr. R

Gopalakrishnan, Mr. Kishor Chaukar, Mr. Firdose Vandrevala, Mr. N.S.
Ramachandran & Mr. Pradman Kaul have been appointed as Directors of
the Company w.e.f. December 6, 2002. The Board will shortly be
expanded to include one more director. The above changes have been
approved at the meeting of the Board of Directors of the Company held
on December 6, 2002.
-Hughes Tele.com, telephony services provider of Maharashtra has been
officially renamed as Tata Teleservices (Maharashtra) ltd.
-Tata Teleservices (Maharashtra) intensified its focus on rest of
Maharashtra (besides Mumbai).
48

-TTSL , the Private basic telecom services operator has launched its
Voice Mail Services(VMS).
-Tata Teleservices has tied up with Tier 1 internet service provider nLongue Communications to set up 400 telephone and internet Kiosks in
rural TamilNadu.
-TTSL is re-evaluating its decision to expand its public Call Offices
(PCO's) and Cyber Cafe's across the country under the Tata Indicom
Umbrella.
-Trai soughts out for clarrification on tariffs from WLL Player-Tata
Teleservices, eventhough the company has maintained that

its WLL

tariffs have not been put on hold.

-Tata Teleservices ltd and Dishnet DSL Ltd have tied up for sharing of
infrastructure and a co-location agreement across the country.
-Tata Teleservices has slashed its WLL STD rates to Rs.1.90 per minute
for calls beyond 500kms..
-GTL and Tata Teleservices have been picked up by Andhra Pradesh
Government to manage the information assets created by the state as part
of its e-governance initiatives.
-TTSL hass received clearance from TN government for setting up an
Optic Fibre Cable(OFC) backbone of the state

49

-Tata Teleservices inpact withTata Infotech to set up a wireless

application Laboratory at IIT-Mumbai.
-TTSL has announced an offer which enables its customers to own a
mobile phone and a connection for Rs.999.
-TTML is negotiating with the Airport Authority of India (AAI) to offer
Tata Indicom Wi-Fi services a high frequency wirefree access to the
internet, at airports.
-Tata Teleservices objected Reliance Infocomm locking in the customers
of its limited mobility services for a period of 3 years and has termed it as
anti-curruption practices.
-TTSL has tied up with Motorola for the latters first commercial CDMA
software switch.
-TTSL has succesfully launched its Tata Indicomm CDMA services in
Pune, Nagpur Nasik and Aurangabad.
-Tata Teleservices has reached a milestone by crossing 1 lakh subscribers
in Delhi.
-TTSL has unveiled its CDMA -based mobile services in Mumbai with
lowest pulse rate at 15 seconds.
-Mr.Amit Bose has been appointed as president of Tata Teleservices
,incharge of marketing, sales and other initiatives of Tata Teleservices.

50

-Tata Teleservices has unveiled a new scheme called Tata Shareholder

Privileges For its shareholders, through which the company can get
mobile Connection without Paying any upfront charges.
-Mr.Firdose Vandrevala has been appointed as new non-executive
chairman of Tata teleservices.
-Dr. J. J. Irani handed over the Chairmanship of the Board of Directors
to Mr. Firdose A. Vandrevala.
-Launches basis telephone services in Pondicherry from 01/09/2003
-Tata Teleservices starts operations in Prakasam district
-Tata Teleservices selects Subex System's fraud management system
2004
-Tata Tele unveils m-tribe to tap talent
-Tata Tele awards CDMA contract to Motorola 2004
-TTSL in alliance with Dept of Posts for bill payments in TN
-LaunchesTata Indicom PrePay service for fixed wireless phone (FWP)
in Andhra Pradesh and Delhi circles.
-Tata Teleservices has signed a memorandum of understanding with
China Unicom for joint development of applications on the CDMA
technology platform

51

-Tata Indicom has launched push-to-talk capable handsets, which allows

subscribers to connect instantly with other users of similar handsets
-Tata Indicom forges alliance with Nokia to roll out gaming package
-Tata Indicom's IP-VPN services bags international accreditation
-Tata Teleservices has awarded a contract worth nearly $ 30 million to
Lucent Technologies to help in the CDMA network expansion of Tata
Teleservices in Andhra Pradesh
-VSNL joins hands with TTSL to offer global calling cards
-Tata Indicom launches new contest on Euro 2004
-Tata Indicom forays into wireless pre-paid segment with new
features
-Tata Indicom begins services in Sivakasi, Virudhunagar in TN
-Tata Teleservices Limited (TTSL) on September 1, 2004, announced the
launch of telecom services in Anantapur town that would cover fixed
wireless and mobile to customers
- Tata Indicom, on Sept 10, launches its services in Raichur
-Launches lower rate slab for its `True Paid' customers
-Tata Indicom rolls out first ever PTT service in India 2005
52

-Hyundai Motor sign MoU with Tata Indicom on Feb 11, 2005
-Tata Tele launches services in Uttaranchal
-TTSL ropes in Trisha as brand ambassador
-Tata Tele unveils Tata Indicom mobile services in Kerala
-Tata Teleservices inaugurates `Truepaid' campaign
-Tata Indicom ties-up with BangaloreOne for payment of its bills by
customers at BangaloreOne centres spread across the city
-Tata Tele, VSNL in pact with Indian Institute of Management Calcutta
to providing exclusive and customised communications solutions
-Tata Teleservices Ltd has launched its first `Tata Indicom True Value
Hub' in Kerala
2006
-Tata Tele unveils Tata Indicom Walky
-TTML joins hand with TCS, Qualcomm

The call duration is measured with accuracy up to +/- 1 second as

per TRAI Regulations.
53

Call charges are calculated based on the call units which are
calculated by dividing call duration by the pulse rate defined in the
Tariff Plan.

Mobile Phone India, Postpaid & Prepaid Mobile Phone India

Mobile phone usage in India has been growing at a very fast pace in
recent times due to affordable handsets and calling rates. Initially when
mobile phones were launched in India in the mid 1990s, subscribers had
to pay exorbitant call rates as high as Rs. 16/minute for outgoing and Rs.
8/min for incoming. However, in the last decade the landscape of mobile
phone India usage has dramatically changed first with incoming calls
becoming free and then drop in call rates due to increased competition
between mobile phone operators in India.
Mobile Phone India growth potential
Even though computer and internet access is increasing rapidly in India,
mobile phone India penetration is increasing at a far faster pace. With
new segments of consumers joining the Mobile Phone India revolution, it
is estimated that a significant part of the Indian population would have
mobile phone access in the next five to ten years.
Tata Indicom drives Mobile Phone India usage
Tata Indicom has been at the forefront of driving Mobile Phone India
usage and expansion by providing unmatched coverage in more than
3500 towns across 23 circles in India. Boasting of a superior network and
better call clarity, Tata Indicom is reaching out to more and more Mobile
Phone India users.

54

With a variety of prepaid and postpaid tariff plans to suit every budget
and calling requirement as well as a large portfolio of economical and
feature packed handsets, Tata Indicom has become the fastest growing
mobile service provider in India.
Mobile Phone India future
The mobile phone user base in India is likely to continue to grow at an
exponential rate in the coming years. At the same time, value added
services like ringtones, welcome tunes and voice station is likely to fuel
greater interaction between the consumers and mobile content.
With high speed internet access through mobile phones becoming a
reality, Mobile Phone India users are likely to have an even better mobile
experience in the years to come.
CDMA Mobile PhonesTata Indicom : Widest range of CDMA Mobile
Handsets & CDMA Cell Phones at attractive prices.Tata Indicom has
the widest range of CDMA Handsets for you to choose from. Choose
from a range of the top CDMA mobile handsets from Nokia, Samsung,
Motorola, Huawei and Haeir.

Currently available CDMA Mobile Phones:

New CDMA Mobile Phones:
55

Haier c3010

ZTE-C336

ZTE-C335

Huawei C2821

Samsung Max

Huawei C2802

Huawei 5320

Nokia 2505

Huawei C2905

Samsung DUO

Samsung FLO

Motorola MotoQ

Other CDMA Mobile Phones Available:

Haier c3000 CDMA cell phones

Haier c2020 CDMA cell phones

Haier 2010 CDMA cell phones

Samsung Explore CDMA cell phones

Huawei C2605 CDMA cell phones

Samsung Champ FM CDMA Mobile Phone

Huawei C2801 CDMA Mobile Phone

Nokia 1325 CDMA Mobile Phone

Huawei C2900i CDMA Mobile Phone

Samsung Champ CDMA Mobile Phone

Huawei C2900 CDMA Mobile Handset

Huawei C2285 CDMA Handset

Haier C2000 CDMA Mobile Handset

Huawei C 2601 CDMA Mobile Phone

Nokia 6265 CDMA Mobile Phone

56

Nokia 6275 CDMA Mobile Handset

MotoFone F3c CDMA Mobile Phone

Nokia 2865 CDMA Mobile Phone

MotoRazr V3c CDMA Handset

Pantech Slider CDMA Mobile Handset

RadioMoto W170CDMA Handset

Indicom Star CDMA Mobile Handset

Motorola A840CDMA Handset

Konquer CDMA Handset

Samsung Wideo CDMA Mobile Handset

Nokia 2255 CDMA Handset

Nokia 6235 CDMA Mobile Handset

Haier T1100C CDMA Handset

Kyocera Topaz CDMA Mobile Handset

Tips for use of CDMA cell phones

Kindly read the User Manual carefully before using the CDMA cell
phones.

Do not use unauthorized accessories (batteries, chargers etc). The

use of the same could result in mishaps. Kindly buy accessories
from authorized centers only.

Please avoid use of CDMA cell phones while charging.

Keep the CDMA cell phones away from water and moisture.

The CDMA cell phones are manufactured by various OEMs and

for any faults or claims the purchaser of handset should approach
the Authorized Service Centre (ASC) of the manufacturer with the
warranty card. TTSL/TTML sales/service outlets would provide
information about ASCs of handset manufacturer and will
facilitate such an approach. However, TTSL/TTML is not
57

responsible for any claim arising on account of faulty CDMA cell

phones and accessory.

Mobile Accessories
The following mobile accessories are available for your mobiles. You can
even order them online. To check your order status click here

Internet Access - Data Cable

This cable enables you to connect your laptop/desktop to a mobile phone
for use as a modem. Available for both Serial and USB ports. Driver
software (available in the CD provided) required for use.
More...

Car Charger
Your mobile phone can also be charged conveniently while traveling in a
car. The Car Charger needs to be plugged into your car's cigarette lighter
socket, and the DC lead to be plugged in your mobile.

58

More...

Travel Charger
The Travel charger plugs into standard electric socket and the DC lead
needs to be inserted into your phone. Its small in size and handy to use
and convenient to carry while traveling.
More...

Batteries
These batteries are light weight and rechargeable. In order to get the
maximum life from the battery it should be charged fully after replacing
the same. It is advised not to dispose of the battery in fire.
More...

Headset / Hands Free

The headset includes a soft earphone and microphone, which can be
connected to a mobile phone, to be used without using your hands. It is a

59

useful tool for a person who needs to keep hands free during the
conversation.

Tata Indicom : Offers world-class internet through mobile phones.

Leaders in Mobile Internet Services.
TATA Indicom offers world-class internet service through the CDMA
network. It is simple. Just connect your TATA Indicom mobile phone,
using a data cable to your PC or Laptop & get started.
Benefits
TATA Indicom Internet through mobile service offers world-class
standards for wireless Internet access. The benefits are:

High speed Internet access.

No need to buy an external modem since your existing TATA

Indicom mobile phone has one.

No separate ISP account or subscription needed.

You can receive and make voice calls when no active data transfer
takes place (dormancy).

Supported Models:
Mobiles:

Huawei - C506, C5300, C2900i, C5320

Kyocera - Blade, Phantom, Rave, KX444

LG - AD5235, AD6335

Motorola - MotoRazr, Worldphone

Nokia 2865, 3155, 6155, 6235, 6255, 6265, 6275

60

Pantech PA711, PA715

Samsung T-Nimbus, S-Magic, Explore

Walkys

LG - LSI 250, LSP 340, LSP 350T, LSI 120T

Axesstel AXW P800, AXW P830

Sungil SXP 800

Plan

Charges

Rupees
Standard Tariff Plan Rs.0.40
(STP)

minute
Rs.700

in
per

Millennium Edition Rs.3600 / 6

months
Rs.6700 / 1

Plan 1500

year
Rs.1500
month

Nil

month
Plans (ME)

Remarks

Data transfer limited to 1 GB per

month. Extra data transfer @ Rs.5 per
MB

Unlimited Internet access

Internet Charges
Pulse Rate
Data Transfer Charges

1 MB
Rs.2 per MB

International Roaming
Tata Indicom is the first telecommunication service provider in the
country to introduce the unique experience of international roaming with
a Tata Indicom One World One Number T-SIM card; a single T-SIM card
that empowers you to switch between CDMA & GSM networks without

61

having to use different SIM cards. Tata Teleservices Ltd. has a roaming
tie-up with CDMA & GSM networks across more than 178 countries.
Now the world is no longer CDMA or GSM but one world where you get
to choose the best service provider without having to worry about CDMA
or GSM.
Welcome to the world of truly international roaming with Tata Indicom
"One World One Number".
Tata Indicom One World One Number truly empowers with some
very unique features:
One World One Number T-Sim Card
Introducing for the first time ever, a single card that empowers you to
enjoy both CDMA and GSM services by switching between the two
networks using Tata Indicom One World One Number T-SIM card.
One Number
You can now be reached anywhere across the world on the same Tata
Indicom Mobile number.
One Address Book
With a single T-SIM card your address book always goes with you.

One Phone
Tata Indicom also introduces, for the first time in India, a Dual
WORLDPHONE (GLOBALMOTO). The WORLDPHONE has the
capability to work on both CDMA and GSM networks. It empowers you
to enjoy the services of the best service provider wherever you go without
having to worry about technology anymore.
62

One Caller Line Identity

When you make an outgoing call while roaming, your CLI will be
displayed on the phone of the called party.
One Zone One Tariff
Enjoy for the first time ever an extremely simple and convenient zonebased tariff for any call you may make when you are roaming
internationally in GSM countries. Not just that, the tariff plans offered are
extremely attractive.
One Bill
Now you can track local and international roaming calls in the same
monthly bill.
One Helpline
A single point Customer Contact number - 9225510000 for all your needs
wherever you are.
Best Tariff plans for Unlimited Calling from Tata Indicom.

Now Boost Your TATA INDICOM POSTPAID MOBILE PLAN with

63

West
Unlimited
(West
Corridor)
Make STD Calls to Mumbai,
Maharashtra,
Goa,
Gujarat,
Madhya Pradesh, Chattisgarh
at
50
p
/min
Monthly
Rental
Rs.75
(Not Available in Maharashtra &
Goa)
South
Unlimited
(South
Corridor)
Make STD calls to Andhra
Pradesh , Tamil Nadu ,
Karnataka , Kerala at 50 p /min
Monthly
Rental
Rs.75
(Not available in Andhra Pradesh)
North
Unlimited
(North
Corridor)
Make STD calls to Himachal
Pradesh, Punjab, Haryana, Delhi,
Rajasthan, Uttar Pradesh ( UP E &
UP W ) at 50 p /min
Monthly Rental - Rs.75

64

East Unlimited (East Corridor)

Make STD calls to Kolkata, Bihar,
Orissa and Rest of West Bengal at
50p/min
Monthly Rental - Rs.75

Most Dialed Local

500 mins + 500 SMS free per
month to One Local Tata Number.
Additional usage charged @
25p/min & 25p/SMS (Rs.25/ mth)
Most Dialed Lite -STD
All Calls & SMS to One Tata
Number anywhere in India to be
charged @ 25paise/min &
25paise/SMS (Rs.25/ mth)
Most Dialed Jumbo - STD
500 minutes + 500 T2T SMS free
per month to One Tata Number
anywhere in India. Additional
usage charged @ 50p/min &
50p/SMS (Rs. 100/mth)

STD Jumbo
STD calls to any phone at

65

Re.1/min
Monthly Rental - Rs.50

STD Max
STD calls within corridor @ 50p
STD Calls outside corridor @ Re1
Monthly Rental - Rs.100
West Corridor
Gujarat, Goa, Madhya Pradesh,
Chattisgarh,
Maharashtra
&
Mumbai
South Corridor
Andhra
Pradesh,
Kerala, Tamilnadu

Karnataka,

North Corridor
Himachal
Pradesh,
Punjab,
Haryana, Delhi, Rajasthan,UP (E)
& UP (W)
East Corridor
Kolkata, Bihar, Orissa &
Rest of West Bengal
STD Max & other corridor packs
are not valid for Mumbai , Rest of
Maharashtra & Goa

SMS Max
Free 3000 SMSes to any phone in
India
66

Monthly
Rental
Rs.50
Not available in Maharashtra &
Goa
SMS - Lite
First 50 SMSes to any phone in
India
Monthly Rental - Rs.25
T2T SMS
Unlimited Free SMSes to any
Tata
Phones
in
India
Monthly Rental - Rs.50

Friends & Family Lite

Call any One local phone at 50%
of regular rate (as per the chosen
plan)
Monthly Rental - Rs.49
Friends & Family Jumbo
Call any 4 local phones at 50% of
regular rate (as per the chosen
plan)
Monthly Rental - Rs.99

Night Speak
All Local Calls between 11 PM to

67

8 AM at 50% of regular rates (as

per
the
chosen
plan)
Monthly Rental - Rs.49
Week End Speak
All Local Calls on Saturday &
Sunday at 50% of regular rates
(as per the chosen plan)
Monthly Rental - Rs.99

USA, Canada & SEA

Call charges @ Rs.4.99 per
minute
Monthly Rental - Rs.50
UK
Call charges @ Rs.6.99 per
minute
Monthly Rental - Rs.25
Middle East / Saudi Arabia
Call charges @ Rs.7.99 per
minute
Monthly Rental - Rs.25

Tata 2 Tata
Free unlimited Local/Intra-circle
calling benefit to all Local Tata
Phones
Monthly
Rental
Rs.50/75/99/149 (Tariff Plan

68

Based)

CUG Pack
Free unlimited Local/Intra-circle
calling benefit within your group
Monthly Rental - Rs.50/Rs. 25
(Tariff Plan Based)

Mobile Family
Call any Local Mobile @ 50
paise/min.
Monthly Rental - Rs.50
Gain Local
- Local calls to any phone at 50
paise/min
- First 100 SMSes to any phone in
India
Monthly Rental - Rs.75

Gain Max
- Local calls to any phone at 50
paise/min
- STD calls to any phone at
Rs.2/min
- First 100 SMSes to any phone in
India
Monthly Rental - Rs.100
A range of 'dO mOre' Plans to choose from
* - To activate this value + PACK type on SMS screen & send to 121
eg. To activate SMS Lite: type Act SMSL & send to 121
69

Walky

Presenting the TATA Indicom Walky with features like Caller Line
Identification, SMS, Missed Call details, Internet, Phone book and
Speaker
phone,
with
extremely
low
tariffs.
Now, with a choice between a Postpaid connection and a Prepaid
connection, you can regulate your usage the way you want to.

70

71

AN OVERVIEW OF THE CELLULAR INDUSTRY

Today we take the cellular industry (along with personal
computers, wide area alphanumeric pagers and many others) for granted.
Yet none of these existed as recently as 15 years ago. The cellular
industry has been an enormous success story, with some caveats. From
zero in 1984, the North American market saw a sustained growth rate of
40% per annum in new subscribers through the past decade, with over 40
million subscribers in 1996. Worldwide, growth was slower to take off,
partly due to lack of standards, partly to less disposable income, but by
mid 1996 the number of subscribers in the Asia/Pacific regions was
within 10% of the number in North America, and Europe had 30 million
users.
The reverse side of this coin has been the declining revenue per
subscriber

In India, Airtel is on Telecom operates its cellular services as

Orange in Mumbai and Airtel in Delhi, Karnataka, Andhra Pradesh,
Chennai, Kolkata, Gujarat, Haryana, Rajasthan, UP (E), UP (W), Punjab
and Rest of Bengal. Airtel own's the philosophy is to make the best of
mobile

telephony

available

at

the

most

affordable

rates.

Fascel Limited, till recently, offered its cellular services for postpaid and
prepaid customers under the brand names - Celforce & Celsuvidha. The
legacy of impeccable service quality and coverage has now passed on to a
single brand name - Airtel; with Celforce giving way to Airtel Postpaid &
Celsuvidha to Airtel Prepaid.
72

As an Airtel customer you can enjoy a host of premium value

added services. These include National and International Roaming
spanning over 130 countries and 268 networks, Short Messaging Service,
Short Messaging Applications, Voice Messaging Service, Voice Response
Service, Voicemail Service, GPRS-based Service, Fax & Data Services to
name a few. Airtel will constantly provide you with new value added
services to enrich your mobile phone experience.

Other Major Cellular companies in Uttar Pradesh

Bharti Cellular Limited. Brand Name: AirTel

Mobile Service Area: New Delhi (Metro), Mumbai (Metro), Uttar
Pradesh (W), Haryana, Kerala, Madhya Pradesh, Gujarat Maharashtra,
Tamilnadu (INDIA)
Bharti Cellular Limited Website: www.airtelworld.com

Idea Mobile Communications - Brand name Escotel Mobile

Address: A-36, Mohan Co-operative Industrial estate, Mathura road, New
Delhi- 110044 India
Mobile Service area: Haryana, Kerala, Uttar pradesh
Telephone : 91 -11-2695 9364/236
Escotel web site: www.escotelmobile.com

73

Reliance Telecom Limited - Brand name Reliance India Mobile

Address: Reliance Infocomm Ltd., Dhirubhai Ambani Knowledge City,
Thane, Belapur road,
Navi Mumbai 406709. India
Telephone: 91 -022 -2762 4000
Mobile Service area:
Web site: www.ril.com

Reliance Telecom Limited - Brand name Reliance India Mobile

Address: Reliance Infocomm Ltd., Dhirubhai Ambani Knowledge City,
Thane,Belapur road,
Navi Mumbai 406709. India
Telephone : 91 -022 -2762 4000
Mobile Service area :
web site : www.ril.com

IDEA Cellular Limited - Brand name Idea

Address: 5-9-62 Khan Lateef Khan Estate, Fateh Maidan Rd, Hyderabad
500 001. India
Telephone: 91 -40 -656 2000
Mobile service area: Andhra PradeshWeb
site: http://www.ideacellular.com

74

SCOPE OF THE STUDY

75

As learning is a human activity and is as natural, as breathing. Despite of

the fact that learning is all pervasive in our lives, psychologists do not
agree on how learning takes place. How individuals learn is a matter of
interest to marketers. They want to teach consumers in their roles as their
roles as consumers. They want consumers to learn about their products,
product attributes, potential consumers benefit, how to use, maintain or
even dispose of the product and new ways of behaving that will satisfy
not only the consumers needs, but the marketers objectives.The scope of
my study restricts itself to the analysis of students preferences, perception
of different mobile service providers. The scope of my study is also
restricts itself to RIMT-IMCT only.

76

OBJECTIVES OF THE STUDY

77

The subject matter for this research Project is to study the students
preference towards the various mobile service providers in RIMT-IMCT.
This project consists of different objectives. They are as follows:
To know about the student preference level associated with different
mobile service providers.
To find out the students satisfaction towards the various service
providers.
To know which advertisement media puts more impact on the buying
decision of students.

78

RESEARCH METHODOLOGY
Survey design:

79

The study is a cross sectional study because the data were collected at a
single point of time. For the purpose of present study a related sample of
population was selected on the basis of convenience.

Sample Size and Design:

A sample of 300 people was taken on the basis of convenience. The
actual retailers were contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The
questions included were open ended, dichotomous and offered multiple
choices.

Data Collection:
The data, which is collected for the purpose of study, is divided into 2
bases:

80

 Primary Source:

The primary data comprises information survey of Comparative study of

retailer behavior towards ITC Candyman and Candico.The data has been
collected directly from respondent with the help of structured
questionnaires.
Secondary

Source:

The secondary data was collected from internet and references from
Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical
techniques.The technique that I have used is bar graphs.

81

TABLE 1 Cellular Phone Users On the Basis of Gender

Table 1
Gender
Male
Female

showing Cellular Phone Users

Yes
60
10

82

No
14
2

Total

70

16

This table shows that out of 86 respondents 69.7%male (Absolute no.60)

have cellular phone and rest 16.3% dont have cellular phone. On the
other hand 11.63% Female (Absolute no.10) have cellular phone and
2.33% female (Absolute no.2) Do not have.

TABLE 2 Cellular Phone users on the basis of age group

LESS THAN 21 TO 30 31 TO 40 41 TO 50 ABOVE 50
20 YRS
YRS
YRS
YRS
YRS
Less than 6
months
6

83

Less than 1
year
6
Less than 2
year
3
above
2
years
0
Total
15

8
31

5
18

2
5

0
1

This table shows that out of 70 users in which 60 male & 10

females, 44.28% people (Absolute no.31where 26 males & 5 females)
belongs to 21 to 30 years age group. It is followed by 31 to 40 years age
with 25.72% (Absolute no.18 where 17 male & one female), under 20
years with 21.43% (Absolute no.15 where 11 males & 4 females), 41 to
50 years age group with 7.14% (Absolute no.5 where 5 males only), and
above 50 years with 1.43% (Absolute no.1that is male). It shows that
young generation is habitual of mobile and younger generation is just
behind them. Matured people only have mobile when they really need it.

TABLE 3 Position of service providers

Service Provider
TATA INDICOM
MTNL
Reliance
Total

Various service providers

25
31
14
70

84

Position of Service Providers In

AgraMathura
35
N 30
o. 25
of
20
R
es 15
p 10
o 5
n 0
de
nt
s

Airtel
Hutch
h
MTNL
Idea
NLLL
L
tataindi
Idea
com
aaa
a

Various service
providers
Cellular

This table shows that out of 70 cellular phone users 44.28%

cellular phone users (Absolute no.31)are connected with BSNL.The
Tataindicom

has 27.15% users (Absolute no.19), Reliance has 20%

users(Absolute no.14) and Airtel has 8.57% (Absolute no.6) users in the
city.
IT means that MTNL is no. one and followed by Airtel, Reliance,
and Hutch.

TABLE 3 Factors influencing service providers

LESS
THAN
20 YRS
Advertisement 1

21 TO 30 31 TO
YRS
YRS
0
1
85

40 41 TO ABOVE
50 YRS YRS
1
0

50

Service
Schemes
Network
Others
Total

5
7
2
15

10
21
0
31

3
14
0
18

0
3
1
5

0
1
0
1

Here the table shows that out of all 86 respondents 65.12% people
(Absolute no.56) prefer network strong ness, while choosing a cellular
service. It is followed by service schemes 26.75% (Absolute no.23)
advertisement 4.65% (Absolute no.4) and other factors 3.48% (Absolute
no.3).
It shows that people firstly want to stay connected through
network. Service schemes are the secondary factor, which influence their
decisions, and only few people would like to have a cellular service for its
good advertisements.

TABLE 5 Showing advertisement popularity of various

cellular companies
LESS
THAN
20 YRS

21 TO 30
YRS
31 TO 40 YRS

86

41 TO
YRS

50 ABOVE 50
YRS

MENLO
TATA
INDICO
M
Reliance
TATA
INDICO
M
Idea
Total

3
2

8
8

6
4

1
0

0
0

7
0
15

9
2
31

4
1
18

2
0
5

0
0
1

This table shows that 31.42% people (Absolute no.22) like advertisement
of TATA INDICOM. It is followed by Airtel with 25.72% (Absolute
no.18), Reliance with 20 %( Absolute no.14), BSNL with18.57percentage
(Absolute no.13) and Idea with 4.28% (Absolute no.3).
It shows that TATA INDICOM advertisements are the most popular
advertisement and advertisement of Airtel, Reliance, BTNL and Idea
come after respectively.
TABLE 6 Showing the most recall slogan of various cellular
companies.
Companies
Airtel
BSNL
TATA INDICOM
Airtel
Idea

No. of Respondents
22
26
40
14
23

87

Slogan Recalling
N
o. 50
of 40
Re
sp 30
on 20
de
nt 10
s 0

Hutch
BSNL
L
Reliance
Airtel
Idea
1
Various Cellular Companies

This table shows that 46.51% respondents (Absolute no.40) could

remember slogan of TATA INDICOM, it is followed by BSNL with 30.23
%( Absolute no.26), Ideas slogan with 26.74 %( Absolute no.23), TATA
INDICOM slogan 25.58% (Absolute no.22), and Hutch with 16.27 %
( Absolute no.14).
It shows that Karlo duniya mutthi main of Reliance is the most
popular and memory capturing slogan. Then comes BSNLs slogans
Connecting India / Chhoti si Duniya, Ideas slogan Pre paid ho to Idea
jaisa, TATA INDICOMs slogan Where ever you go our networks
follows You and TATA INDICOM slogan Express yourself
respectively. The above information includes those people also who could
remember more than one slogan
Table 7 Showing Advertisement Recalling.
Companies
TATA
INDICOM
BSNLL
Reliance
Airtel
Idea

88

No.
Respondents
39
28
33
35
32

of

Ad Recalling
N 50
o.
of 40
Re
sp 30
on 20
de
nt 10
s
0

Hutch
MTNL
Reliance
Airtel
Idea

Cellular Companies

TATA

INDICOM

Advertisements

are

the

most

recalled

advertisement. It is recalled by 45.34% people (Absolute no. 39). Airtel is

recalled by 40.69 %people ( Absolute no. 35),Reliance by 38.37% people
(Absolute no.33 ) ,Idea by 32.20% people (Absolute no. 32) ,and BSNL
by 32.55% people (Absolute no. 28) .
It shows that most people can recall the advertisements of Airtel It
mean it has the largest recalling power in it.

1. Questionnaires: This is the most popular tool for the data collection. A questionnaire
contains question that the researcher wishes to ask his respondents which

89

is always guided by the objective of the survey. I have collected some

questionnaires that is asked by me to the customers during research.
The list of questionnaires is shown in Appendix part.

2. Pie-charts:This is very useful diagram to represent data, which are divided in to a

number of categories. This diagram consists of a circle divided a number
of sectors whose are proportional to the values they represent. The total
value is represented by the full create. This diagram bar chart can make
comparison among the various components or between a part and a whole
of data

Bar Charts: This is another way of representing data graphically. As the name implies,
it consists of a number of whispered bars, which originate from a
common base line and are equal widths. The lengths of the bards are
proportional to the value they represent.
I have conducted a survey that how the advertisement campaign of TATA
INDICOM is effective and I found that advertisement campaign is more
effective.
I have used certain Graphs, figures & Tables that was very useful for me.

90

91

FINDINGS
1-

Its come out from the study that the advertising can be a very good mode of
communication.

2-

Study reflects that advertising will be accepted as a innovative Task. So it

will be a very good mode of advertising communication.

3-

It reeds from the study that respondent will like to listen jingles and video
clipping on there mobile will also like picture message as advertising study
preview that advertising will be a creative, Innovative and its going to large
Number of Target Audience in effective way.

4-

The Advertising is having a very wider scope a large no. of people nearly
96% of using Cell phone.

92

93

SUGGESTION
The Study was conducted in to very vast group of respondents and so its reflections
and interpretations provide a suggestion platform me as:
1- No charge for advertising
2- Advertising should not be over contend, like Advertisements via e-mail
3- Small jingle and funny massage must be used preferably
4- Approach of Advertising should not be like T.V. Advertising but it must be in
SMS Flash or in funny tone.

It these suggestion and limitations will entertain properly the should be very
brighter... There is need to inculcate in all the people consciousness about the
harmful effect of the environmental pollution. It is imperative on the post of media
of mass communication to highlight the dangers of pollution to which humanity is
exposed today. Anti pollution dries must be launched. There are anti-pollution
legislations on our statute. But it is lying in desuetude because of its non
enforcement. Those who violate anti pollution laws should be punished. Plantation
are very effective in environment protection. The plant and trees purify the air they
prevent the accumulation of carbon dioxide in the atmosphere beyond permissible
limit. There is needed to be making our village clean and green.

94

95

CONCLUSION

Advertising is becoming the most popular communication mode. Now a days

In the study it is observed that advertisement through mobile can be a very
good mode of advertising communication. IT can hit on the viewers mind
very frequently as well as efficiently with in a very short span of time.
Conclusively I want to say that the advertising will be a very good mode of
sales. It can increases no. of exposures without any delay. It is a Media of
largest exposure.

96

97

BIBLIOGRAPHY
BOOKS
Sonatakki, C.N.

Advertising

Jefkins, Frank / Deniel Yadin

Advertising

Gupta, S.L. /Ratna V.V.

Advertising and Sales Promotion

Management
Vilanilam, J.V. & Varghese

Advertising Basics!

Kumar, Keval J.

Mass Communication In India

Sahaf, M.A.

Principles of Marketing

WEBSITES

www.TATA INDICOM.co.in
www.airtelworld.com
www.ideacellular.com
www.bsnl.co.in
www.reliance.co.in

98

99

QUESTIONNAIRES
Q1. Do you have any Mobile Phone?
Q2. Who is your service provider?
Q3. Have you seen any advertisement on Mobile?
Q4. What do you feel after seeing advertisement on your Mobile?
Q5. What type of advertisement would you like on your Mobile?
Q6. Since How long do you have this Mobile?
Q7. Would you like to pay the cost of SMS for advertisement on Mobile?
Q8. Do you think advertisement aware you?
Q9. Do you think that Mobile advertisement can create the special attachment?
Q10. Do you think advertisement on Mobile can create a new wave in advertising
world?
Q11. Can you suggest any idea by which you can get advertisement on Mobile
phone?

100