A

Project Study Report

On

RELIANCE COMMUNICATIONS
Titled

“COMPARATIVE ANALYSIS OF RCOM GSM SERVICES

WITH AIRTEL & BSNL”
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration

Submitted in partial fulfillment of

Master of Business Administration

of the Jaipur Engineering College, Kukas

Submitted to : Submitted by:

Mr. Manish Sharma ANKUSH GARG

Dept of Mgmt Studies MBA 4 th Semester

 PREFACE

Quite frequently these days’ retailers talk of practical knowledge, both in academic institutions
and outside. At each and every aspect in life we require some sort of theoretical and practical
knowledge too.
The thing which is only static is change. In the earlier days communication with the
person residing in far away was very difficult and time consuming. But with the invention of cellular
phone it become as simple as eating a cake in hand. Cellular telephony is designed to provide
communication between two moving unit called Mobile Stations (MSs), or between one mobile unit and
one stationary unit One stationery unit often called a land unit. A service provider must be able to locate
and track a caller, assign a channel to the call, and transfer the channel from base station to base
station as the caller moves out of range.
In INDIA the company which provide GSM services are RCOM., AIRTEL, BSNL, VODAFONE, IDEA
etc. These companies with the help of GSM technology has made communication more easy and
intresting.
My survey is related to know the satisfaction level of customer in JAIPUR who are using GSM service
provider companies like RCOM for their communication.
 ACKNOWLEDGEMENT

No gain without pains is a common saying. Gratitude is the hardest of emotion to express and
often does not find adequate words to convey. Therefore, a Survey Project Report is not an effort of a
single person but it is a contributory effort of many hands and brains. So, I would like to thanks all those
who have helped me directly or indirectly during my Survey Project.
I express my sincere thanks to my project guide, Mr.Pramod Goyal for guiding me right from the
inception till the successful completion of the project. I sincerely acknowledge him for extending their
valuable guidance, support for literature, critical reviews of project and the report and above all the
moral support he had provided to me with all stages of this project.
I would like to thank all my teacher, staff members, and Library members for their valuable
advice and guidance which help me to make this report effective, interesting and purposeful.
I AM also thankful to the consumers for being a source of information in providing me the correct and
the fact data.
I thank my collage, Jaipur Engineering College, Kukas for having given me this opportunity to put to
practice, the theoretical knowledge that I imparted from the program.

(Ankush garg)
 EXECUTIVE SUMMARY

The project “COMPARATIVE ANALYSIS OF RCOM GSM SERVICES WITH AIRTEL & BSNL” find the
Market share of RCOM Mobile Services in comparison to other communication companies. The aim of
this project was Evaluating and Managing the Market position of RCOM Mobile Services among
customers on different parameters, creating awareness about the various plans of the company, brand
image and generating leads for future business prospects.

Bright highlight of the methodology used for the survey project:-

1) Filling the questionnaires by various individuals which are given by my project guide.
2) Sampling on cluster random basis.
3) Coding
4) Analysis
5) Final report construction

In the current business scenario, to know about the competitors marketing policies and schemes is
equally important as emphasizing on company’s own policies.
CONTENTS
 CONTENTS

1. Introduction Of The Industry

2. Indian Telecom Industry
3. Cellular Operator
4. Brief history of Organization
5. The Marketing Mix
6. Market Share
7. Research Methodology
8. Data Interpretation
9. SWOT Analysis
10. Conclusion
11. Suggestion
12. Questionnaire
13. Bibliography
 1.
INTRODUCTION OF THE
INDUSTRY
 INTRODUCTION OF THE INDUSTRY
History
Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays retailers exclude postal or
any other raw telecommunication methods from its meaning. Therefore, the history of Indian telecom
can be started with the introduction of telegraph.

Introduction of the Telephone:

In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The
Anglo-Indian Telephone Company Ltd. approached the Government of India to establish telephone
exchanges in India. The permission was refused on the grounds that the establishment of telephones
was a Government monopoly and that the Government itself would undertake the work.
By 1881, the Government changed its earlier decision and licence was granted to the Oriental
Telephone Company Limited of England for opening telephone exchanges at Kolkata, Mumbai,
Chennai and Ahmedabad. January 28, 1882, is a Red Letter Day in the history of telephone in India.
On this day Major E. Baring, Member of the Governor General of India's Council declared open the
Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central
Exchange" was opened at third floor of the building at 7, Council House Street. The Central Telephone
Exchange had 93 number of subscribers. Bombay also witnessed the opening of Telephone Exchange
in 1882 itself.

Further developments:
In 1902 first wireless telegraph station established between Saugor Islands and Sandheads. In
1907, first Central Battery working of telephones introduced in Kanpur. Between 1913 and 1914 first
Automatic Exchange was installed in Simla. On July 23, 1927 Radio Telegraph started working
between UK and India.
The beam station at Kirkee and Dhond opened by Lord Irwin and greetings exchanged with the
King of England. In 1933 Radio-Telephone also started between India and UK. 12 channel carrier
system was introduced in 1953. First subscriber trunk dialing route commissioned between Kanpur and
Lucknow in 1960. First PCM system between city and Andheri telephone exchanges commissioned in
Mumbai in 1975. First digital microwave junction was introduced in 1976. First optical fibre system for
local junction commissioned at Pune in 1979.
First satellite earth station for domestic communications was established at Secunderabad(U.P.). First
analog Stored Program Control exchange for trunk lines was commissioned at Bombay. In 1984 C-
DOT was established for indigenous production and development of digital exchanges. In 1985 mobile
telephone service started (not commercially) in Delhi.
While all the major cities and towns in the country were linked with telephones during the British
period, the total number of telephones in 1948 was only around 80,000. Even after independence,
growth was extremely slow.
 2.
INDIAN TELECOM INDUSTRY

THE GENESIS OF THE TELECOM INDUSTRY:

Indian Telecom sector, like any other industrial sector in the country, has gone through many
phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th
century, the field of telephonic communication has now expanded to make use of advanced
technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day,
both the Public Players and the Private Players are putting in their resources and efforts to improve the
telecommunication technology so as to give the maximum to their customers.
In 1975, the Department of Telecom (DoT) was responsible for 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. In 1990s the telecom sector was opened up by the
Government for private investment as a part of Liberalisation-Privatization-Globalization policy.
Therefore, it became necessary to separate the Government's policy wing from its 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). Many private operators, such as Reliance India
Mobile, Tata Telecom, Vodafone, BPL, Bharti, Idea etc., successfully entered the high potential Indian
telecom market.
India has become one of the fastest growing mobile markets in the world [2]. The mobile services
were commercially launched in August 1995 in India. In the initial 5-6 years the average monthly
subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers base in
December 2002 stood at 10.5 millions. However, after the number of proactive initiatives taken by
regulator and licensor, the monthly mobile subscriber additions increased to around 2 million per month
in the year 2003-04 and 2004-05.

The years 2005and 2006saw an increase in level of competition in the industry with more operators
being given license and fixed line providers also entering the mobile market. In 2007 Telecom
Regulatory Authority of India (TRAI) announced regulation of interconnects user charges to resolve
conflicts between cellular operators and fixed line operators.

Basic Services:
The major players providing basic services are BSNL, the Tata Tele services and reliance, which use
the code division multiple accesses (CDMA) standard, which provides limited mobility. Using CDMA,
calls can be made to and received from certain fixed areas.

Cellular Services:
Operators providing cellular services use the global system for mobile communication (GSM) standard:
using this, call can be made to and received from any place. The major players in this segment are
Bharti, Hutchison BPL and Idea.
The telecom sector requires very heavy investment (The National Telecom policy-1994 estimated a
resource gap of Rs. 230billion for the telecom targets of the eight five year plan, 1992-1997 to be met).
To meet the resource requirement and achieve the nation’s telecom targets, the government decided to
invite the participation of private players, and the telecom sector was opened up in 1992. (The early
1990s was a period of economic liberalization in India. Liberalization was initiated on a large scale
through the industrial policy Statement of 1991). The policy abolished the regime of public sector
supremacy and paved the way for private participation in the economy).

Cellular mobile services were one of the first areas to be opened up for private participation. Initially to
easy operations, the country was divided

The Importance of Telecom in India :

India has a huge disparity of income among its retailers. One reason for this is the lack of education. In
the days when telecom was a state monopoly, the government introduced education classes through
the state run TV channel. Even now, these classes are watched by huge numbers of students who
cannot afford to go to regular schools/colleges. An estimated 3.5 million students are enrolled in various
distance education universities throughout the country. Some foreign universities have seen this
potential market and set up programs.

Computer education is a route to generating more employment and prosperity. Due to the lack of
proper telecom infrastructure in the interiors of the country, there is general lack of awareness of global
developments. The spread of telecommunications will help tap this potential market and the sheer
magnitude of the market will continue to beckon global players for years to come.

Entrance of private telecom operators various reports examines the emergency of innovation and value
creation for enhancing customer’s experience, as a result of increasing competition in the Indian
telecom industry during the late 1990s and early 2000s. The report provides a detailed account of the
evolution of the Indian telecom industry. It traces various developments in the industry before, during
and after the liberalization of the Indian telecom sector.

It also provides information about the increasing popularity of cellular services, which led to the
emergence of several private telecom operators like BhartiTeli Ventures, Hutchison Essar Telecom
India, Idea Cellular Ltd., Reliance Communication and Tata Teleservices, etc. Due to the huge market
potential even public sector undertakings like BSNL and MTNL have also begun offering cellular
services apart from basic wire line services in February 2004. Bharti Airtel Telecom India Limited
(Airtel)India’s leading GSM service provider entered the Pre paid and Post paid mobile services
segment by offering subscription schemes that allowed customers to make use of a digital mobile
phone service at an affordable price.

MISSION, AIMS AND OBJECTIVES

Preamble
The Telecom Regulatory Authority of India (TRAI) has always endeavored to encourage greater
competition in the telecom sector together with better quality and affordable prices in order to meet the
objectives of New Telecom Policy, 1999. Vide a Notification dated 9th January, 2004 of the
Government; Broadcasting and Cable Services also have been brought within the definition of
‘telecommunication service’ in terms of section 2(k) of the Telecom Regulatory Authority of India Act,
1997 as amended by the TRAI (Amendment) Act, 2000. A number of policy initiatives Were taken in
2007-2008 to transform the telecom sector including the broadcasting and cable services to extend the
scope, availability and reach of these services in India.
Mission of TRAI
TRAI’s mission is to create and nurture conditions for the growth of telecommunications including
broadcasting and cable services in the country in a manner and at a pace which will enable India to
play a leading role in the emerging global information society.
Aims and Objectives of TRAI
The goals and objectives of TRAI are focused towards providing a regulatory regime that facilitates
achievement of the objectives of the New Telecom Policy (NTP) 1999. As shown by the various
initiatives mentioned later in this Report, the goals and objectives of TRAI are as follows:
 Increasing tele- density and access to telecommunications in the country at affordable prices,
 Making available telecommunication services which in terms of range, price and quality are
comparable to the best in the world,
 Providing a fair and transparent policy environment which promotes a level playing field and
facilitates fair competition,
 Establishing an interconnection regime that allows fair, transparent, prompt and equitable
interconnection,
  Re-balancing tariffs so that the objectives of affordability and operator viability are met in a
consistent manner,
 Protecting the interest of consumers and addressing general consumer concerns relating to
availability, pricing and quality of service and other matters,
 Monitoring the quality of service provided by the various operators,
 Providing a mechanism for funding of net cost areas/ public telephones so that Universal
Service Obligations are discharged by telecom operators for spread of telecom facilities in
remote and rural areas,
 Preparing the grounds for smooth transition to an era of convergence of services and
technologies,
 Promoting the growth of coverage of radio in India through commercial and non-commercial
channels,
 Increasing consumer choice in reception of TV channels and choosing the operator who would
provide television and other related services.

A decade of journey towards excellence in telecommunications

o India became the second largest wireless network in the world, overtaking the USA and
second only to China, with addition of about 8 million subscribers every month in the recent
times.
o Subscriber base reached 300.49 million as on 31st March 2008 as compared to 14.88
million for the same period in 1997.
o Tele density of 26.22 as on 31st March 2008 as compared to 2.30 for the same period in
1998 – much ahead of the teledensity target set under NTP, 1999 of 15 by the year 2010.
o Rural teledensity at the end of March 2008 was 9.20 as compared to 0.40 for the same
period in 1998 – which too is much ahead of the NTP, 1999 target of 4 by the year 2010.
o Decline in Tariffs:

 Local call tariff for mobile @ Rs. 15.00 is now less than Re. 1.00

 One minute STD call between Delhi and Mumbai at the rate of Rs.37.00
now cost Re. 1.00 i.e. at the rate of local call

 ISD call to American continent @ Rs. 75.00 now costs less than Rs. 7.00
 o Subscriber base of internet reached 11.09 million on 31st March 2008 as compared to 0.09
million in 1997
o Putting in place Interconnection and Cost Based Interconnection Usage Charges regime.

o Introduction, continuation and phasing out of Access Deficit Charges regime

o Introduction of Calling Party Pay regime

o Introduction of Mobile Termination Charges, which is lowest in the world

o Putting in place Tariff Order regime with the issue of Telecom Tariff Order 1999 and shift to a
regime of tariff de-regulation in gradual manner.
o Important Recommendations on USO, Spectrum issues, Broadband, Internet Telephony,
Growth of Telecom Sector in Rural areas facilitating the Government to formulate policies on
these issues.
o Putting in place a regulatory framework in the Broadcasting & Cable Sector after the same was
brought within the purview of TRAI in January 2004
o Successful roll out of Conditional Access System (CAS) in the metro city of Delhi, Mumbai,
Chennai and Kolkata
o Introduction of Tariff and Interconnection regime for the Broadcasting & Cable Sector.

o Tariff ceiling for cable subscribers in Non-CAS areas

o Ensuring orderly growth of the sector with a Consumer Centric approach

o Engaging consumer Advocacy Groups (CAGs) & NGOs in regulation of the telecom sector and
regular interaction
o Establishment of three tier consumer grievances redressal mechanism

o Establishment of Telecommunication Consumers Education and Protection Fund

o Putting in place a mechanism for restricting unsolicited commercial communications

History of Indian Telecommunications

Year
1851 First operational land lines were laid by the government near Calcutta (seat
of British power)
1881 Telephone service introduced in India

1883 Merger with the postal system

1923 Formation of Indian Radio Telegraph Company (IRT)

1932 Merger of ETC and IRT into the Indian Radio and Cable Communication
Company (IRCC)

1947 Nationalization of all foreign telecommunication companies to form the

Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications

1985 Department of Telecommunications (DOT) established, an exclusive

provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)

1986 Conversion of DOT into two wholly government-owned companies: the

Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

1997 Telecom Regulatory Authority of India created.

1999 Cellular Services are launched in India. New National Telecom Policy is adopted.

2000 DoT becomes a corporation, BSNL

About Telecommunication Industry:
 Today the Indian telecommunications network with over 375 Million subscribers is second
largest network in the world after China. India is also the fastest growing telecom market in
the world with an addition of 9- 10 million monthly subscribers.

 The telecom network in India is the fifth largest network in the world meeting up with global
standards. Presently, the Indian telecom industry is currently slated to an estimated
contribution of nearly 1% to India’s GDP.

 Driven by rising income levels and favorable demographics, India is poised to at least
double its GDP in nominal terms from current levels by FY 2010, as stated in one of the
recent reports released by Merrill Lynch.

 This era of rapid economic growth has been accompanied by exponential growth in the
telecom sector, particularly on the wireless side.

 India has reached a wireless penetration of 8.3% in FY 2006, and its mobile base has
increased at a compounded annual growth rate of 85% over the last seven years.

 With increasing network coverage and affordability this growth is expected to continue in the
medium term.

 With about 20.93 million mobile and broadband & telephone customers on March 31, 2006,
the Company is the largest private integrated telecom player in India

 It has invested approximately Rs 215 billion in the telecom sector and had annual revenue
of Rs. 117 billion in the year under review.

 The Company has a market capitalization of over Rs. 760billion and is among the top 10
listed entities in India.

Introduction:
 The Indian Telecommunications network with 110.01 million connections is the fifth largest
in the world and the second largest among the emerging economies of Asia.

 Today, it is the fastest growing market in the world and represents unique opportunities for
U.S. companies in the stagnant global scenario.
 The total subscriber base, which has grown by 40% in 2005, is expected to reach 250
million in 2007.According to Broadband Policy 2004, Government of India aims at 9 million
broadband connections and 18 million internet connections by 2007.

 The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY
2004-2005. In the last 3 years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003.

 Wireless subscriber growth is expected to bypass 2.5 million new subscribers per month by
2007. The wireless technologies currently in use are Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA).

 There are primarily 9 GSM and 5CDMA operators providing mobile services in 19 telecom
circles and 4 metro cities, covering 2000 towns across the country.
 INTRODUCTION OF MOBILE SERVICES
India's mobile services have moved quickly from a class service to a mass service. The continuously
falling tariffs, increased coverage and customized services have made mobiles affordable and
indispensable to the common man. Cellular is also the fastest, most cost-effective, way to connect rural
India. 3G mobile will enhance coverage of low-cost voice telephony in rural and remote areas. It will
also be a valuable tool for undertaking key social initiatives such as e-education and tele-medicine.

India has emerged as one of the fastest growing mobile markets of the world. Within ten years of the
introduction of mobile services in the

country, the total mobile subscriber base crossed 80 million in January 2006. When GSM mobile
services were first introduced in 1995 the total tele-density of the country was 0.8 per hundred persons,
and all were mandated fixed lines, there were no mobiles. In ten years since then, tele-density has
grown exponentially to nearly 12 per hundred persons. The contribution of mobile, especially GSM, to
this performance has been significant.

The Mobile-Fixed crossover was achieved in October 2004, when the number of mobiles exceeded that
of fixed phones, demonstrating the powerful role being played by the cellular industry in powering
telecom growth in the country. The terrific growth of GSM led to another milestone, the GSM / Fixed
Crossover in April 2005. India is now among the nations adding 4-5 million subscribers a month and
over 80 per cent of all new subscribers continue to choose GSM month after month.

Indian telecommunications penetration is rapidly growing. Mobile services boast the world’s highest
growth rates. Regulatory measures have encouraged competition, drastically lowered rates, and
created broadly based conditions for growth. Nevertheless, rural penetration, Internet and broadband
usage are low and growing slowly. India’s urban telephony experience shows that new technologies,
competition, and pricing in line with the buying power of the masses can fuel explosive growth. India’s
economic growth will depend upon widespread access to telecommunications Ñ upon access to the
global economy.

During the entire 50 year post independence period of 1948 to 1998, teledensity grew a total of 2%.
During the last two years teledensity grew 2% each year. Present trends point to annual teledensity
growth rates of 3 to 5% in the coming year. In early 2003, mobile subscribers increased by 200
thousand per month.
Today, 5 million new subscribers are added monthly. India now has the highest rate of mobile
subscriber growth in the world Ð equivalent to China in its best years. This, and India’s ever-growing
6% cable TV density, its growing DTH market, its 200 or so broadcast channels, and an expanding FM
radio market, show that India’s information society has arrived. Still, there are huge gaps in India’s
Internet, broadband and rural telephony coverage that present a huge dilemma for the government, its
regulator and its policy makers.
Recent things to watch out in Indian telecom sector are:

1. 3G

2. Mobile Number Portability

3. New Policy for Value Added Services

4. Market dynamics once the recently licensed new telecom operators start rolling out

5. Services.

6. Increased thrust on telecom equipment manufacturing and exports.

7. Reduction in Mobile Termination Charges.

8. Due to technological advancement and increase in traffic.

 3.
CELLULAR OPERATORS

CELLULAR OPERATORS
SERVICE PROVIDERS IN INDIA:
Basic Service Licencees:
Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone Service through
copper wires in India. MTNL is operating in Delhi and Mumbai only and all other parts are covered by
BSNL. However private operators have now entered the fray, although their focus is largely on the

cellular business which is growing rapidly.

There are three types of players in telecom services:

 State owned companies (BSNL and MTNL)

 Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)

 Foreign invested companies {Hutchison-Essar (Vodafone), Bharti Tele-Ventures,

Escotel, Idea Cellular, BPL Mobile, Spice Communications}

Cellular Mobile Service Licencees:

1. BSNL

2. MTNL

3. Bharti Hexacom Ltd

4. Idea Cellular Ltd

5. Reliance Telecom Ltd

6. Vodafone

7. Aircel

8. Spice
9. BPL Mobile Communications Ltd
10. Escorts Telecommunications Ltd
11. Fascel Ltd
12. BTA Cellcom Ltd
 BSNL

 On October 1, 2000 the Department of Telecom Operations, Government of India

became a corporation and was renamed Bharat Sanchar Nigam Limited (BSNL).

 BSNL is now India’s leading Telecommunications Company and the largest public sector
undertaking. It has a network of over 45 million lines covering 5000 towns with over 35
million telephone connections.

 The state-controlled BSNL operates basic, cellular (GSM and CDMA) mobile, Internet
and long distance services throughout India (except Delhi and Mumbai).

 BSNL will be expanding the network in line with the Tenth Five-Year Plan (1992-97). The
aim is to provide a telephone density of 9.9 per hundred by March 2007.

 BSNL, which became the third operator of GSM mobile services in most circles, is now
planning to overtake Bharti to become the largest GSM operator in the country. BSNL is
also the largest operator in the Internet market, with a share of 21 per cent of the entire
subscriber base.

 BHARTI AIRTEL

 Established in 1985, Bharti has been a pioneering force in the telecom sector with many
firsts and innovations to its credit, ranging from being the first mobile service in Delhi,
first private basic telephone service provider in the country, first Indian company to
provide comprehensive telecom services outside India in Seychelles and first private
sector service provider to launch National Long Distance Services in India.

 Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services. Its subsidiaries operate telecom services
across India. Bharti’s operations are broadly handled by two companies: the Mobility
group, which handles the mobile services in 16 circles out of a total 23 circles across the
country; and the Infotel group, which handles the NLD, ILD, fixed line, broadband, data,
and satellite-based services.
  Together they have so far deployed around 23,000 km of optical fiber cables across the
country, coupled with approximately 1,500 nodes, and presence in around 200 locations.

 The group has a total customer base of 6.45 million, of which 5.86 million are mobile and
588,000 fixed line customers, as of January 31, 2004.

 In mobile, Bharti’s footprint extends across 15 circles. Bharti Tele-Ventures' strategic

objective is “to capitalize on the growth opportunities the company believes are available
in the Indian telecommunications market and consolidate its position to be the leading
integrated telecommunications services provider in key markets in India, with a focus on
providing mobile services”.

 MTNL

 MTNL was set up on 1st April 1986 by the Government of India to upgrade the quality of
telecom services, expand the telecom network, and introduce new services and to raise
revenue for telecom development needs of India’s key metros – Delhi, the political
capital, and Mumbai, the business capital. In the past 17 years, the company has taken
rapid strides to emerge as India’s leading and one of Asia’s largest telecom operating
companies.

 The company has also been in the forefront of technology induction by converting 100%
of its telephone exchange network into the state-of-the-art digital mode.

 The Govt. of India currently holds 56.25% stake in the company. In the year 2003-04,
the company's focus would be not only consolidating the gains but also to focus on new
areas of enterprise such as joint ventures for projects outside India, entering into
national long distance operation, widening the cellular and CDMA-based WLL customer
base, setting up internet and allied services on an all India basis. MTNL has over 5
million subscribers and 329,374 mobile subscribers.
  While the market for fixed wireline phones is stagnating, MTNL faces intense
competition from the private players—Bharti, Hutchison and Idea Cellular, Reliance
Infocomm—in mobile services. MTNL recorded sales of Rs. 60.2 billion ($1.38 billion) in
the year 2002-03, a decline of 5.8 per cent over the previous year’s annual turnover of
Rs.63.92 billion.

 TATA TELESERVICES

 Tata Teleservices is a part of the $12 billion Tata Group, which has 93 companies,over
200,000 employees and more than 2.3 million shareholders.

 Tata Teleservices provides basic (fixed line services), using CDMA technology in six
circles:Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu,
Gujarat, and Karnataka. It has over 800,000 subscribers. It has now migrated to unified
access licenses, by paying a Rs.5.45 billion ($120 million) fee, which enables it to
provide fully mobile services as well.

 The company is also expanding its footprint, and has paid Rs 4.17 billion ($90million) to
DoT for 11 new licenses under the IUC (interconnect usage charges) regime.

 The new licenses, coupled with the six circles in which it already operates, virtually gives
the CDMA mobile operator a national footprint that is almost on par with BSNL and
Reliance Infocomm.

 On April 1, 1986, the Videsh Sanchar Nigam Limited (VSNL) - a wholly Government
owned corporation was born as successor to OCS.

 The company operates a network of earth stations, switches, submarine cable systems,
and value added service nodes to provide a range of basic and value added services
and has a dedicated work force of about 2000 employees.

 VSNL's main gateway centers are located at Mumbai, New Delhi, Kolkata and Chennai.
The international telecommunication circuits are derived via Intelsat and Inmarsat
 satellites and wide band submarine cable systems e.g. FLAG, SEA-ME-WE-2 and SEA-
ME-WE-3.
 The company's ADRs are listed on the New York Stock Exchange and its shares are
listed on major Stock Exchanges in India.

 The Indian Government owns approximately 26 per cent equity, M/s Panatone Finvest
Limited as investing vehicle of Tata Group owns 45 per cent equity and the overseas
holding (inclusive of FIIs, ADRs, Foreign Banks) is approximately 13 per cent and the
rest is owned by Indian institutions and the public.

 The company provides international and Internet services as well as a host of value-
added services.

 Its revenues have declined from Rs. 70.89 billion ($1.62 billion) in 2001-02 to Rs. 48.12
billion ($1.1 billion) in 2002-03, with voice revenues being the mainstay.
To reverse the falling revenue trend, VSNL has also started offering domestic long
distance services and is launching broadband services. For this, the company is
investing in Tata Telservices and is likely to acquire Tata Broadband.

 VODAFONE

 Hutch’s presence in India dates back to late 1992, when they worked with local partners
to establish a company licensed to provide mobile telecommunications services in
Mumbai.

 Commercial operations began in November 1995. Between 2000 and March 2004,
Hutch acquired further operator equity interests or operating licences.
 With the completion of the acquisition of BPL Mobile Cellular Limited in January 2006, it
now provides mobile services in 16 of the 23 defined licence areas across the country.

 Hutch India has benefited from rapid and profitable growth in recent years. it had over
17.5 million customers by the end of June 2006.
  IDEA
 Indian regional operator IDEA Cellular Ltd. has a new ownership structure and grand
designs to become a national player, but in doing so is likely to become a thorn in the
side of Reliance Communications Ltd.

 IDEA operates in eight telecom “circles,” or regions, in Western India, and has received
additional GSM licenses to expand its network into three circles in Eastern India -- the
first phase of a major expansion plan that it intends to fund through an IPO, according to
parent company Aditya Birla Group.

Equipment Manufacturers:
1. ITI Ltd.

2. C-DOT

3. Nokia

4. Samsung Electronics

5. Motorola

6. Ericson

7. Alcatel-Lucent

8. Measurments and Controls India Ltd.

Internet Service Providers:

1. Alliance Broadband Services Private Ltd. (www.abspl.co.in)
2. Asianet Satellite Communications Ltd.
3. BSNL

4. Bharti
5. CMC Ltd
 6. Comsat Max Ltd
7. Cyquator Technologies Ltd.
8. Data Access India Ltd.
9. Data Infosys Ltd.
10. Dishnet Wireless Ltd.
11. Ernet India
12. Estel Communications Pvt. Ltd.
13. Gateway Systems (India) Pvt. Ltd
14. GTL Limited
15. Guj Info Petro Ltd. (GIPL)

Major market trends:

 The telecoms trends in India will have a great impact on everything from the humble PC,
internet, broadband (both wireless and fixed), and cable, handset features, talking SMS, soft
switches, and managed services to the local manufacturing and supply chain.
 This report discusses key trends in the Indian telecom industry, their drivers and the major
impacts of such trends affecting mobile operators, infrastructure and handset vendors.
 WIRELESS NETWORK IN INDIA

 Urban Population- 97%

 Rural Population-42%

 National Highways-50%

 Rail Lines- 58%

 Census Towns-3,381
 Non-census Towns/villages-

4.
COMPANY PROFILE
RELIANCE COMMUNICATION
 OVER VIEW OF RELIANCE COMMUNICATIONS:
 RELIANCE GROUP
 RELIANCE PRODUCT
 MILE STONES OF RELIANCE COMMUNICATIONS
 AN OVERVIEW OF CURRENT MARKET SCENARIO:
 PRODUCTS & SERVICE OFFERED BY RELIANCE COMMUNICATIONS
 EXECUTIVE SUMMARY:
  AWARDS & RECOGNITION
 MISSION
 VISION

BSNL
BHARTI AIRTEL LIMITED

BRIEF HISTORY OF ORGANIZATION

RELIANCE COMMUNICATION
Over View Of Reliance Communications:
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.
INDIA ’S LEADING INTEGRATED TELECOM COMPANY:

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of
companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s
leading integrated telecommunication company with over 80 million customers.

Our business encompasses a complete range of telecom services covering mobile and fixed line
telephony. It includes broadband, national and international long distance services and data services
along with an exhaustive range of value-added services and applications. Our constant endeavour is to
achieve customer delight by enhancing the productivity of the enterprises and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the
joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of
Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a
digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true
power of information and communication, by bestowing it in the hands of the common man at
affordable rates.

We endeavour to further extend our efforts beyond the traditional value chain by developing and
deploying complete telecom solutions for the entire spectrum of society.

Today, Reliance Communications is revolutionising the way India communicates and networks, truly

Vision of Reliance Communications

“Reliance Communications will leverage its strengths to execute complex global-scale projects
to facilitate leading-edge information and communication services affordable to all individual
consumers and businesses in India.
Reliance Communications will offer unparalleled value to create customer delight and enhance
business productivity.
Reliance Communications will also generate value for Reliance Communications capabilities
beyond Indian borders and enable millions of India's knowledge workers to deliver service
globally.

Reliance Group
 Reliance Product

 Reliance Base Phone

 Reliance Mobile

 Reliance Data Card

 Reliance Voucher, E-Recharge

 Reliance PCO

 Reliance Broad Band

 Mile Stones Of Reliance Communications
IN THE YEAR 1999
The Reality, November 15 Reliance Communications begins Project Planning
THE DREAM, 1999
"Make a phone call cheaper than a Precard and you will usher in a revolutionary transformation in the
lives of millions of Indians" - Dhirubhai Ambani
IN THE YEAR 2008
January 12 Wereceives Start-up GSM Spectrum

Chairman’s profile
Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002) is the
flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's foremost truly integrated
telecommunications service provider. With a customer base of over 36 million including close to one
million individual overseas retail customers, Reliance Communications ranks among the top ten Asian
Telecom companies. Its corporate clientele includes 600 Indian, 250 multinational corporations and
over 200 global carriers and owns and operates the world's largest next generation, IP enabled
connectivity infrastructure, comprising over 150,000 kilometers of fiber optic cable systems in India,
USA, Europe, Middle East and the Asia Pacific region. Regarded as one of the foremost corporate
leaders of contemporary India, Shri Anil D Ambani, 48, is the chairman of all listed companies of the
Reliance ADA Group, amely, Reliance Communications, Reliance Capital, Reliance Energy and
Reliance Natural Resources.
He is also the president of the Dhirubhai Ambani Institute of Information and Communications
Technology, Gandhinagar An MBA from the Wharton School of the University of Pennsylvania, Shri
Ambani is redited with pioneering several financial innovations in the Indian capital markets.
He spearheaded the country’s first forays into overseas capital markets with international public
offerings of global depositary receipts, convertibles and bonds. Under his chairmanship, the constituent
companies of the Reliance ADA group have raised nearly US$ 3 billion from global financial markets in
a period of less than 15 months. Shri Ambani has been associated with a number of prestigious
academic institutions in India and abroad.
He is currently a member of:
 Wharton Board of Overseers, the Wharton School, USA

 Board of Governors, Indian Institute of Management (IIM), Ahmedabad

 Board of Governors, Indian Institute of Technology (IIT), Kanpur

 Executive Board, Indian School of Business (ISB), Hyderabad

SELECT AWARDS AND ACHIEVEMENTS:

 Voted ‘the Businessman of the Year’ in a poll conducted by The Times of India – TNS,
December 2006
 Voted the ‘Best role model’ among business leaders in the biannual Mood of the

 Nation poll conducted by India Today magazine, August 2006

 Conferred ‘the CEO of the Year 2004’ in the Platts Global Energy Awards

 Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management

 Association, October 2002

 Awarded the First Wharton Indian Alumni Award by the Wharton India Economic

 Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global

leader in many of its business areas, December 2001 Selected by Asia week magazine for its
list of 'Leaders of the Millennium in Business and Finance' and was introduced as the only 'new
hero' in Business and Finance from India, June 1999.
Organizational Structure:
 AN OVERVIEW OF CURRENT MARKET SCENARIO:
Reliance Communications (formerly Reliance Communications Ventures) is one of India's
largest providers of integrated communications services. The company has more than 20 million
customers and serves individual consumers, enterprises, and carriers, providing wireless, wire line,
long distance, voice, data, and internet communications services through a number of operating
subsidiaries. The company sells communications and digital entertainment products and services
through its chain of Reliance Web World retail outlets. The company's Reliance Communications
subsidiary provides wireless communications services throughout India. Reliance Communications is
part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by
Reliance is the largest wireless network expansion undertaken by any operator across the world. It was
with this belief in mind that Reliance Communications (formerly Reliance Communications) 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 Dhirubhai’s 70th birthday, though sadly after his
unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated
(both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire Communications (information and communication)
value chain, including infrastructure and services — for enterprises as Well as individuals, applications,
and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks,
truly bringing about a new way of life. Reliance Communications will leverage Reliance
Communications strengths to execute complex global-scale projects to facilitate leading-edge
information and communication services affordable to all individual consumers and businesses in India.
Reliance Communications will offer unparalleled value to create customer delight and enhance
business productivity. Reliance Communications will also generate value for Reliance Communications
capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their
services globally.

Products & Service Offered By Reliance Communications:

Some of the products that are offered by Reliance communications are as follows
1. Reliance CDMA mobile service
2. Reliance GSM mobile service
3. Reliance Broadband+ Net connect
4. Reliance Hello Desk Phone Fixed line service
 5. Reliance Big TV
6. Reliance CDMA 1x net connect
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group
(ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is
India’s leading integrated telecommunication company with over 35 million customers.
Our business encompasses a complete range of telecom services covering mobile and fixed line
telephony. It includes broadband, national and international long distance services and data services
along with an exhaustive range of value-added services and applications.
Our constant endeavor is to achieve customer delight by enhancing the productivity of the
enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with
the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of
Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a
digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the
true power of information and communication, by bestowing it in the hands of the common man at
affordable rates.
We endeavor to further extend our efforts beyond the traditional value chain by developing and
deploying complete telecom solutions for the entire spectrum of society.

Executive Summary:
Board of Directors:
 Mr. Anil D. Ambani - Chairman
 Mr. Ramachandran
 Mr.S.P. Talwar
 Mr. Deepak Shourie
 Mr. A.K.Purwar

Company Secretary & Manager:

 Mr.Hasit Shukla

Auditors:
 M/s. Chaturvedi & Shah

 M/s. BSR & Co.

Awards & Recognition

 2007
January 10

Reliance Communications adds a record 1.4 million subscribers in December ‘06

January 18

Say Hello on Reliance ‘Simply 2030’

January 30

Reliance joins Lenovo and Intel for "Internet on the Move"

February 2

Reliance Communications’ market capitalization tops Rs 1 lakh crore ( 1 trillion rupees or 24.39 billion
US dollars) on Bombay Stock Exchange
February 16

Reliance Communications offers best value on roaming

March 23

Govt’s Rural Telephone Scheme(RDEL)through Reliance Communications successfully closes by

March 31,2007
April 6

Reliance Communications acquires 1.2 million subscribers in March 2007.

May 2

A Classic Bonanza – Reliance Communications unveils handsets @ Rs 777

May 10

Reliance sets a new record, one million Classic handsets sold in just one week
May 14

Reliance Communications launches Classic Color Bonanza - Color handsets @ Rs 1234

June 6

Reliance Communications adds 1.4 million new mobile subscribers in May2007

June 6

Reliance Classic' Makes Music - FM Radio Phones Launched at just Rs.1888

2006
January 01

Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance India Mobile prepaid users
to call anywhere in India at Re one per minute.
March 06
Reliance Communications Ventures Ltd. (RCVL), India's leading integrated telecommunications
company, a member of the Reliance - Anil Dhirubhai Ambani group, lists on the Bombay Stock
Exchange and National Stock Exchange.
 June 22

Reliance Communications ties up with Disney to offer on Reliance Mobile World India's first 3D
animation on mobile.
November 17

Reliance Communications launches Free Group Term Life Cover for its CDMA subscribers
December 28

Reliance Communications’ FLAG Telecom announces FLAG Next Gen to cover 60 countries

2005
January 04

Reliance introduces first e-recharge facility in CDMA in India.

January 24

Reliance India Mobile announces mega rural plan to cover 4 lakh villages and 65 crore Indians by
December 2005.
June 26

Anil Ambani appointed Chairman of Reliance Infocomm

July 30

Air Deccan and Reliance Web World join hands to offer air ticket booking facility at Reliance Web
World.
August 18

Reliance Infocomm rolls out international roaming facility across several countries to become the first
Indian CDMA operator to offer its customers such a service.
September 21

Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare service to millions
of Indians in over a hundred Indian cities.
December 12

Reliance Infocomm and China Telecom sign agreement for telecom services to provide direct
telecommunication service, including a global hubbing service, to subscribers in the two countries.

2004
January 12

International wholesale telecommunications service provider, FLAG Telecom amalgamates with

Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm
 February 9

Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131 mobile phone and Rs
3240 worth of re- charge vouchers instantly and stay connected for 1 year
February 17

Reliance subsidiary Flag Telecom announces FALCON Project - a major new Middle East Loop
Terabits Submarine Cable System with links to Egypt and Hong Kong via India
April 23

Reliance Infocomm introduces first ever auction facility on Mobile phones through R World.
June 8

Reliance Infocomm introduces World Card - a Prepaid International calling card for affordable and
convenient ISD calls from India.
August 5

launches the first regional Customer Contact Centre in Chennai

2003
February 14

Launches Reliance Web World in top 16 cities

March 31

Launches International Long Distance Services

April 25

Introduces colour handsets

May 1

Launches Reliance India Mobile Service commercially in top 92 cities

with one million customers.
June 10

Launches India's first wireless Point of Sale (POS)

July 3

Launches R Connect Internet connection cable

Aug 26

Introduces Reliance India Phone Fixed Wireless Phone and Terminal

October 6

Launches integrated broadband centre at Reliance Web World, Bangalore

October 30

Reliance becomes India's largest mobile service provider within 7 months of commercial launch
November 3

Customer base touches 5 million

 November 16

Launches National Roaming

2002
February 25

Obtains International Long Distance License from Govt. of India

December 22

Commissions 1st Optic Fibre Backbone ring

December 24

Establishes 1st Point of Interconnect (POI) in New Delhi

2001
May 10

Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra
2000
The Dream, 1999
"Make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in
the lives of millions of Indians" - Dhirubhai Ambani
1999
The Reality, November 15

Reliance Infocomm begins Project Planning

 Mission
Excellence in Communication initiatives
 To attain global best practices and become a world-class communication service provider –
guided by its purpose to move towards greater degree of sophistication and maturity.
 To work with vigour, dedication and innovation to achieve excellence in service, quality,
reliability, safety and customer care as the ultimate goal.
 To earn the trust and confidence of all stakeholders, exceeding their expectations and make
the Company a respected household name.
 To consistently achieve high growth with the highest levels of productivity.

 To be a technology driven, efficient and financially sound organization.

 To contribute towards community development and nation building.

 To be a responsible corporate citizen nurturing human values and concern for society, the
environment and above all, the retailers.
 To promote a work culture that fosters individual growth, team spirit and creativity to overcome
challenges and attain goals.
 To encourage ideas, talent and value systems.

 To uphold the guiding principles of trust, integrity and transparency in all aspects of
interactions and dealings.

Vision
“We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge
information and communication services affordable to all individual consumers and businesses in
India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of India's
knowledge workers to deliver their services globally.”
 Company Facts - Reliance Communication

Registered Address
H Block, 1st Floor,
Dhirubhai Ambani Knowledge City,
New Mumbai
Maharashtra
400710

Tel: 022-30386010 022-30386286

Fax: 022-30376622
Email: RCOM.investors@relianceada.com
Website: http://www.rcom.co.in

Explore Reliance Comm connections

Registrars
Karvy Computershare Private Ltd. Plot No. 17-24,
Vittal Rao Nagar,
Madhapur,

Tel: 1-800-3454001
Fax: 23420814, 23311968
Email: mailmanager@karvy.com
Website: www.karvycomputershare.com

Listing Details - Reliance Communications

Key Dates
Year Ending Month Mar
AGM Date (Month) Sep
Book Closure Date (Month) Sep

Listing Information
Face Value Of Equity Shares 5
Market Lot Of Equity Shares 1
BSE Code 532712
NSE Code RCOM
BSE Group A

Whether The Company Forms A Part Of The Following Indices -

Sensex Yes
Nifty Yes
BSE-100 Yes
BSE-200 Yes
S&P CNX 500 Yes
CNX Midcap No
CNX FMCG No

Listing On :
The Stock Exchange, Mumbai, National Stock
Listed On Exchange of India Ltd., Luxembourg Stock
Exchange

BSNL(BHARAT SANCHAR NIGAM LTD.)

 Founded in 2000, Bharat Sanchar Nigam Ltd. is India's largest public sector Telecommunications
Company providing a wide variety of telecom services. Its service range covers Wireline, CDMA mobile,
GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services, etc.
In 2005-06, the BSNL earned revenues of Rs. 40,177 crore, representing a growth rate of 11.32 % over
the previous year. BSNL's Board of Directors consists of CMD Shri A.K. Sinha & five full time Directors-
Director of Human Resource Development (HRD), Director of Planning & New Services, Director
Operations, Director Finance and Director of Commercial & Marketing.
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. 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. Dial-up, 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 DataOne 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.

VISION 
To become the largest telecom Service Provider in South East Asia.  

MISSION
1. To provide world class State-of-art technology telecom services on demand at affordable price.
2. To Provide world class telecom infrastructure to develop the country's economy.

OBJECTIVES
 To be a Lead Telecom Services Provider.
 Build customers confidence through quality and reliable service.
 Provide Bandwidth on demand.
 Contribute towards:
i. National Plan Target of 250 million subscriber base for the country by December 2007.
ii. Broadband customers base of 20 million in the country by 2010 as per Broadband Policy
2004.
iii. Telephone in all villages.
iv. Implementation of Triple play as a regular commercial proposition.
Cellone is the Post paid service of the BSNL. It offers you a host of value added services and
unmatched features  not found in any other Cellular service
As a proud subscriber of CellOne service you will stay in touch with your nears and dears any where in
India because Cellone is the only Cellular service which is available in all major cities and  covers all
major highways. CellOne gives you all India roaming facility (including  Delhi and Mumbai) and
International roaming facility to more than 300 networks across the world.
As a CellOne subscriber you will enjoy benefits like:
No security Deposit if you are an existing BSNL subscriber
No security deposit or monthly rental for national roaming
facility in Plan-325 & 525.
Voice Mail recording and receiving facility free.
CLIP free
Call waiting and Call holding facility
EXCEL Pre paid service of the CellOne Cellular Service of BSNL. It offers you a host of value added
services and unmatched features not found in any other Cellular service. All India roaming facility is
also available on Excel Power service.
Initial activation charges for Excel Power is only Rs. 200/- and free talk value of Rs. 50/- is given to all
subscribers.
Excel Power Pre paid cards are available in the denominations of Rs. 70,150, 300, Rs. 500, Rs. 1000
and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and  180 days respectively.

A. GLIMPSES OF MAIN SERVICES OFFERED

1. BASIC AND LIMITED MOBILE TELEPHONE SERVICES

BSNL is the leading service provider in the country in the Basic Telephone Services. As of now
more than 35 million Direct Exchange Lines & more than 2.2.Million telephones in the Limited Mobile
telephone Services are existing. BSNL has provides a number of attractive tariff packages & Plans
which shall further strengthen its subscriber base.

2. CELLULAR MOBILE TELEPHONE SERVICES

BSNL’s GSM Technology based Cellular Network reached a long way, covering 20,836 cities/towns
with a subscriber base of over 4.67 Crores as on 31 st March 2009 out of which 4.31 crores cellular
telephone are in pre-paid segment

India's fastest growing cellular service , along with postpaid and prepaid services brings cellular
telephony to the masses, through innovative technology and strategic pricing. 
This ambitious service uses state-of-the-art GSM technology to attain global excellence and leadership
in business. Our entry into this sector has brought GSM cellular service at an affordable cost to the
common man. All serving a single objective, to provide better communication to millions across India.
Customers have reposed tremendous faith in BSNL and it has enrolled over 30 Lakh Cellular
customers within ten months of launch of Cellular service, an unprecedented mark in Indian Cellular
Market.
Why should people choose BSNL Mobile?
 For the first time in the country, all major towns and cities are covered through our network
 All major national and state highways are covered
 National and International SMS facility
 International roaming available for more than 300 networks across the world.
 The facility of one number roaming across the country
 Appropriate and reasonable tariff packages to suit every pocket
 Absolute transparency in billing. All regular features of cellular telephony, such as SMS as well
as advanced features like MMS are available.
 24 Hour helpline all across the country.
 The only Mobile service available throughout the country including Jammu and Kashmir and
North Eastern states like Arunachal Pradesh, Nagaland, Mizoram etc.

3. INTERNET SERVICES
BSNL offers Dialup Internet services to the customers by Post-paid service with the brand name
‘Netone’, and pre-paid service with the brand name ‘Sancharnet’. The post-paid service is a CLI based
access service, currently operational in 100 cities. Sancharnet is available on local call basis throughout
India to ISDN and PSTN subscribers. The Internet Dhaba scheme of the Company aims to further
promote Internet usage in rural and semi urban areas.
5. BROADBAND SERVICES
BSNL has launched its broadband services under brand name “BSNL BROADBAND”on 14-01-05.
This offers High Speed Internet Access with speed ranging from 256 Kbps to 8 Mbps. Ever since its
inception BSNL is continuously expanding its broadband network in response to ever growing demand
of broadband service throughout India
Present customer base is 3.56 million, with equipped capacity of 6.1 million. BSNL Broadband service
is available in more than 3800 cities & 83000 villages.
The services provided are
 High Speed Internet Connectivity(up to 8 Mbps)

 Band width on Demand(planned)

 Virtual Private Network(VPN) service over broadband

 Dial VPN services to MPLS VPN customers

 IPTV services(at present available in 66 cities)

 Games on Demand Service

 Video tutoring service

 VOIP

 Video Surveillance service

 Entertainment portal.

SWOT ANALYSIS OF BSNL

Strength :-
 It has a competitive pricing policy.
 BSNL provides continuous training, career advancement opportunities and a self motivated
work environment to its employees.
 BSNL has a corporate culture of mutual respect and is an excellent service provider.
 BSNL maintains solid partnerships with its customers.
Weaknesses :-
 Although it is investing too much in R&D but its marketing skills are below average.
 Although it is growing very fast but at the same time it is losing its customers as well because
the competitors are chasing close behind.

Opportunities :-
 BSNL can retain its customers by improving its marketing skills.
 It can establish a world-wide knowledge-broadcast system via the internet.
 The group can strengthen and expedite research & development in order to deliver products of
top international standards.

Threats :-
 External factors like political instability and economic instability which are affecting the business
environment.
 The other threats can be the market saturation in term of business opportunities available in the
conventional telecom business.

BHARTI AIRTEL LIMITED

 Bharti Airtel established its presence in India in 1994 by acquiring the cellular license for
Mumbai. It now has operations in 16 circles accounting for 70% of India's mobile customer base. With
over 27.7 million customers, it is one of India's most reputed telecom companies.

Bharti Airtel, under the Airtelbrand, over the years, has been named the 'Most Respected Telecom
Company', the 'Best Mobile Service in the country', and the 'Most Creative and Most Effective
Advertiser of the Year'.

Bharti Airtel is now part of Airtel - the world's leading international mobile communications company.
Airtel now has operations in 26 countries across 5 continents and 36 partner networks with about 225
million proportionate customers worldwide. Airtel has tied up with Essar as its principal joint venture
partner for the Indian operation.

The Airtel Group is one of India's largest corporate houses with interests spanning the manufacturing
and service sectors like Steel, Oil & Gas, Power, Telecom & BPO, Shipping & Logistics and
Engineering & Constructions. The Group has an asset base of over Rs.20 billion (US$ 4.4.billion) and
employs over 4000 retailers.

 Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider of telecommunications
services. The businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU’s) - mobile services, broadband & telephone services (B&T) & enterprise services. The
mobile services group provides GSM mobile services across India in 23 telecom circles, while the B&T
business group provides broadband & telephone services in 94 cities. The Enterprise services group
has two sub-units - carriers (long distance services) and services to corporates. All these services are
provided under the Airtel brand
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest
mobile phone and Fixed Network operators. With more than 28.6 million subscriptions as of September
2006, the company is one of the world's fastest growing telecom companies. It offers its mobile
services under the Airtel brand and is headed by Sunil Mittal, one of India's richest men with a total
worth of US$2.6 billion. The company is the only operator to provide mobile services in all the 23 circles
in India. 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. 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 and Internet Connectivity), Long Distance Services and Enterprise
Services (Telecommunications Consulting for corporates). There is fierce competition among local
telecommunications companies to provide better service and Airtel is regarded as one of the top
communications service provider in the Asian region too.
As of September 2006, Airtel has 28.6 million subscribers[2] World leaders in the telecom industry such
as RCOM and SingTel hold partial stakes in Airtel.

VISION
By 2010 Airtel will be the most admired brand in India:
 Loved by more customers
 Targeted by top talent
 Benchmarked by more business 

HIGHLIGHTS
AIRTEL partners with Google to offer search services on Airtel Mobile
 Airtel Presents 'SongCatcher' - India's First Ever Instant Music on Mobile
Bharti Airtel and Microsoft enter into a strategic partnership to offer Software and Services
for Small and Medium Business (SMB) Market in India
Bharti Airtel signs MoU to connect Adani Group’s Mundra Port and Special Economic Zone
Bharti Airtel inks USD 400 million network expansion contract with Nokia
Bharti Airtel Limited: Q2 Cash Profit exceeds Rs. 1600 crores, PBT crosses Rs. 1,000
crores

COMPANY’S QUALITY POLICY

“QUALITY AND CUSTOMER SATISFACTION IS OUR BASIC BUSINESS PRINCIPLE”.

Bharti Airtel is committed to strive for the leadership in its product market by way of continuous
improvement in the quality of its products and services and meeting the customer needs in time and
every time at competitive price.

This shall be achieved through continuous up gradation of technology and process improvement by
involving all the employees, vendor, dealer and customers.
 5.
THE MARKETING MIX

THE MARKETING MIX

 Marketing professionals and specialist use many tactics to attract and retain their customers.
These activities comprise of different concepts, the most important one being the marketing mix. There
are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the
marketing mix. The concept of 4Ps has been long used for the product industry while the latter has
emerged as a successful proposition for the services industry.

7Ps of Marketing:
Product –
It must provide value to a customer but does not have to be tangible at the same time.
Basically, it involves introducing new products or improvising the existing products.
Price –
Pricing must be competitive and must entail profit. The pricing strategy can comprise discounts,
offers and the like.
Place –
It refers to the place where the customers can buy the product and how the product reaches out
to that place. This is done through different channels, like Internet, wholesalers and retailers.
Promotion –
It includes the various ways of communicating to the customers of what the company has to
offer. It is about communicating about the benefits of using a particular product or service rather than
just talking about its features.
Retailers –
Retailers refer to the customers, employees, management and everybody else involved in it. It
is essential for everyone to realize that the reputation of the brand that you are involved with is in the
retailers's hands.
Process –
It refers to the methods and process of providing a service and is hence essential to have a
thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if
the customers are informed in hand about the services and many such things.

Physical (evidence) –
 It refers to the experience of using a product or service. When a service goes out to the
customer, it is essential that you help him see what he is buying or not. For example- brochures,
pamphlets etc serve this purpose.

4Ps of Marketing:
Marketing decisions generally fall into the following four controllable categories:
 Product
 Price
 Place (distribution)
 Promotion
The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The
Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after
James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in
Borden's marketing mix included product planning, pricing, branding, distribution channels, personal
selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and
analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are
known as the 4 P's of marketing, depicted below:

The Marketing Mix:

These four P's are the parameters that the marketing manager can control, subject to the internal and
external constraints of the marketing environment. The goal is to make decisions that center the four
P's on the customers in the target market in order to create perceived value and generate a positive
response.

1. PRODUCT DECISIONS:
The term "product" refers to tangible, physical products as well as services. Here are some examples of
the product decisions to be made:
 Brand name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Repairs and Support
 Warranty
 Accessories and services

2. PRICE DECISIONS:
Some examples of pricing decisions to be made include:
 Pricing strategy (skim, penetration etc.)
 Suggested retail price
 Volume discounts and wholesale pricing
 Cash and early payment discounts
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination

3. DISTRIBUTION (PLACE) DECISIONS:

Distribution is about getting the products to the customer. Some examples of
distribution decisions include:
Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics

4. PROMOTION DECISIONS:
In the context of the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the goal of generating
a positive customer response. Marketing communication decisions include:
 Promotional strategy (push, pull, etc.)
 Advertising
 Personal selling & sales force
 Sales promotions
 Public relations & publicity
 Marketing communications budget.

Limitations of the Marketing Mix Framework:

The marketing mix framework was particularly useful in the early days of the marketing concept when
physical products represented a larger portion of the economy. Today, with marketing more integrated
into organizations and with a wider variety of products and markets, some authors have attempted to
extend its usefulness by proposing a fifth P, such as packaging, retailers, process, etc. Today however,
the marketing mix most commonly remains based on the 4 P's. Despite its limitations and perhaps
because of its simplicity, the use of this framework remains strong and many marketing textbooks have
been organized around it.

Summary of Marketing Mix:

 Product Price Place Promotion
Channel
Functionality List price members Advertising

Channel Personal
Appearance Discounts motivation selling

Public
Quality Allowances Market coverage relations

Packaging Financing Locations Message

Leasing
Brand options Logistics Media

Warranty Service levels Budget

Service/Suppor
t

The market share:

COMPANY REVENUE SUBSCRIBER VALUATION

(Rs.Crore) BASE(million) (Approx.)

Bharti Airtel 18,250 60 $40 bn

Reliance Comm. 4,874 44 $30 bn

Vodafone Essar NA 44 $28-30 bn

BSNL 39,750 33 $55 bn

Tata Tele Services NA 24 $16 bn

 Idea Cellular 5,694 21 $18 bn

Spice Comm. 28,522 3.5 $1.5 bn

MTNL 1,220 3 $3 bn

Shyam Telelink 160 2.5 $116 mn

HFCL Infotel NA 0.4 $90 mn

*source: Businessworld

6.
RESEARCH METHODOLOGY
  Research Problem
 Title Of The Project
 Research Objectives
 Significance of Study
 Scope of the Study
 Information Requirement
 Choice of Research Design
 Research Instrument Use
 Sampling
 Field Work – Method used for data collection

RESEARCH METHODOLOGY

The marketing research process:

1. Research Problem :
 To know the consumer perception and their behaviour towards RCOM services.
 To find out if the retailers are not satisfied with the commission provided by RCOM.
 To find whether they sell the RCOM products or not, if no then why?
 To find whether the distributers visit the market and supply the products to the retailers.

2. Title Of The Project

“Comparative Analysis of RCOM GSM Services With AIRTEL & BSNL”

3. Research Objectives:
The main objective of this study lies in studying and understanding the retailers and consumers’
perception and opinion about the product, GSM service, introduced into India, by the RCOM, AIRTEL &
BSNL Company. Perception can be defined as intuitive recognition of a truth, aesthetic quality and the
way a person sees or understands. In the case GSM service level of RCOM, AIRTEL & BSNL one
could define perception as the levels of awareness and acceptance among retailers towards the
product. Hence the main Objectives of the study are:

Primary Objective-
 • To analyses the effectiveness of communication of RCOM, AIRTEL & BSNL
• To improve the service maintain long term relationship with customers.
• To know the customers satisfied with these companies’s current Service/Supply?

Secondary objective-
 To increase the sales and revenue.

 To defeat its competitors.

 To find out the strategies adopted by the other companies.

 To find why are those companies doing better than RCOM.

 What are the areas where RCOM is lacking.

4. Significance of Study:
The study signifies the survey on Comparative studies among the GSM mobile services (RCOM,
AIRTEL & BSNL) In Jaipur city from retailers point of view.

5. Scope of the Study:

 So far as I believe that this research is going to be a huge success, because the kind of
objective it has is mind-blowing. This project will surely help RCOM to get its position back. This
project has a vast scope in JAIPUR because it has been planned in this manner.

 It’s very obvious that retailers have their trust on RCOM and has a big number of subscribers.
RCOM is not only into mobile services but also it is INDIA’s biggest landline service provider.
BSNL has recently launched 3G mobile service which is a revolution in telecom sector. RCOM’s
broadband internet service is a mile stone. Services of RCOM are all perfect but right approach
and strategy will make it easier for the customers to be familiar with it.

 I believe that the research programme will surely help RCOM to get a strong grip into the
market. This kind of research programme should be conducted time to time to find what’s going
on it the market and what is to be done to handle the scenario.
  From my study’s point of view it was a great experience. I interacted with the retailers and tried
my level best to find out problems and best solutions of those problems. I used all my skills and
knowledge in that research. I learned a lot from this research and it helped me to remove the
hesitations that I had earlier in interacting with the retailers. I came to know how the system
works in corporate world.

6. Information Requirement:
First I had to know about the entire competitor present in telecom services segment (reputed and
well established companies).
Before going for the survey I had to know the comparative services and rates of all the competitors
existing in the market. Because at the time of retailer’s interview they used to ask several questions
regarding RCOM GSM Services and Schemes. I had to know about the distributers and the respected
areas they were dealing in. these were some of the information’s that I must know to make the
interview interactive and interesting.

7. Choice of Research Design:

To know about the present condition and status regarding particular item or group of items, descriptive
research is conducted. The descriptive research is description of the state of affairs as it exists at
present. As the result we were required in analytical form. The survey was conducted using
questionnaire method. By using this method we found the present situation and the findings and its
analysis is described in the further parts.

8. Research Instrument Used:

If one wants to know that how much retailers buy a particular brand or what they think about the
brand or a particular company. Thus the questionnaire method has come to be the more widely used of
the true data collection method. The questionnaire method in general has a number of advantages. A
questionnaire consists of list of questions to be asked from the respondents and the space provided to
record the answer.
Questionnaire in the project consists of:
Multiple Choice questions – question of this type offer the respondents an alternative to choose right
answer among other.
Sample design is a definite plan of obtaining some items from the whole population. The sample
design used in this project is:
Convenience Sampling – This type of sampling is chosen purely on the basis of convenience of the
interviewer.

9. Sampling:
 Sampling technique
 Sample units
 Sample size
 Method
 Data analysis method
 Area of Sampling
: non- probability sampling(simple random sampling)
: retailers of different GSM companies (RCOM, Airtel &
Bsnl) in jaipur city.
: 88 Respondents
: Direct interview through Questionnaire
: Graphical method
: Jaipur City

10. Field Work – Method used for data collection:

 Questionnaire was prepared keeping the objective of research in mind.
 Questions were asked to the respondents as regards to their willingness to sell RCOM services.
 The help of questionnaires conducted direct interviews, in order to get accurate information.
 In order to get correct information I had to approach retailers who has mobile shops.
 7.
DATA ANALYSIS

DATA ANALYSIS:
CHART ANALYSIS:
HERE WE HAVE TO ANALYZE THE DATA THAT WE HAVE COLLECTED. THE CHART ANALYSIS
IS BEING DONE THROUGH EXCEL SHEET.

GRAPH 1:
 8

Yes
No

80

GRAPH 1: DO YOU PROVIDE MOBILE CONECTION

Interpretation- This was the very first question of the Questionnaire. It was found that maximum
number of retailers sells the SIM cards but some of them do not deal with SIM cards, their
concentration was only towards recharge.

GRAPH 2:
 80
80
72
70
64
60

50

40
40 Yes
No
30

20

10

0 No
RCOM
AIRTEL Yes
BSNL
Other

GRAPH 2: MOBILE CONNECTION WHICH THEY PROVIDES.

Interpretation- when the research was completed we took the sample of the selling of SIM cards and
divided it into parts as per retailer’s information. I found that customer shown their interest in Airtel
services more than any other company, RCOM also got good percentage but not satisfactory, as per
the company’s potential. This can be increased by improving marketing strategy and implementing that
in a proper way.

GRAPH 3:
 BSNL 1350

AIRTEL 2235

RCOM 1588

0 500 1000 1500 2000 2500

GRAPH 3: HOW MUCH QUANTITY YOU SALE OF RCOM/ AIRTEL/ BSNL

Interpretation- in terms of sales RCOM is not too behind than Airtel, which was the best gainer of the
last month, RCOM can do much better than this if it come back with its full potential. This is not the
exact figure of the selling but an approximately idea. RCOM has a strong customer base the only thing
is needed to make RCOM the India’s number one company is proper implementation of the marketing
strategies.

GRAPH 4:
 78
80
72
70

60

50
45
40 Excellent
Good
30

20

10

Good
0
RCOM Excellent
AIRTEL
BSNL

GRAPH 4: VIEWS ABOUT PRESENT TARIFF

GRAPH 5:
 100%

90%

80%

70%

60%
88 88 No
50% Yes
72
40%

30%

20%

10%

0%
RCOM AIRTEL BSNL

GRAPH 5: CUSTOMERS SATISFIED WITH THESE COMPANIES’S CURRENT

SERVICE/SUPPLY

Interpretation-
It was found that RCOM distributer are very good and interested in roaming around in the
market this is one of the main factor why RCOM is longer the number one telecom company in
INDIA whereas others company’s distributer visit the market very often to fulfil the demand in
the market and they try to get some information if there is any problem regarding the services
and products.

GRAPH 6:
 60

50

40

60 58
30
52

20 35

10

0
Vodafone Tata Idea MTS

GRAPH 6: DO YOU ALSO PROVIDE OTHER MOBILE CONECTION(S)?

Interpretation- When the research was completed we took the sample of the selling of SIM cards and
divided it into parts as per retailer’s information about another companies. I found that retailers shown
their interest in Vodafone, Idea, Tata and MTS services also with RCOM, Airtel and BSNL. These
companies also got good percentage, as per the company’s potential. These companies also can be
increased competition in the market by improving marketing strategy and implementing that in a proper
way.

GRAPH 7:
 BSNL 72

85 Yes
AIRTEL
No

88
RCOM

0 10 20 30 40 50 60 70 80 90

GRAPH 7: ARE ADVERTISING DETAILED ENOUGH?

Interpretation- all the other telecom services provider has distributed their promotional
materials at the shops; they themselves go there to install glow sign boards banner posters
and any other promotional material whereas I also find any kind of RCOM’s promotional
material at almost shop where I took the interview. If there is no promotional material at the
shops how the customers will come to know that what are the current plans and what are the
plan prices. So here RCOM has the very important promotions among the 4Ps of marketing
which is affecting RCOM’s sales and revenue.

DATA 8:

  Voice Quick Coverage Accurate Price

clarity response billing
 RCOM 80 88 80 80 88
AIRTEL 88 88 80 80 72
BSNL 88 56 80 72 72

DATA 8: FEATURES MOTIVATE YOU WHILE SUBSCRIBING TO THESE

COMPANIES’S SERVICE?

Interpretation- when I asked this question to the retailers they respond me in a straight way
that all of the company come with good features which motivate them while subscribe to these
companies’s service . We have to go to the retailer for the SIM cards these were the main
reasons of selling the SIM cards. There were also some factor affecting the selling of the SIM
cards viz., second reason was the commission provided by the BSNL, they were not satisfied
with it.
Some of the retailers had different thoughts about this as per them the activation process is
very lengthy and critical therefore they do not entertain selling BSNL SIM cards.
 8.
FINDINGS

FINDINGS
Finding In The Research:-
• 90% of retailers are selling RCOM SIM, 92.50% of retailers are selling Airtel SIM, 80% of
retailers are selling BSNL SIM And rest 45% of retailers are using others SIM.

• Airtel users are most satisfied with the network coverage provided by their company, followed
by RCOM & Bsnl.
 • Airtel users are most satisfied with the roaming facility provided by their company, followed by
RCOM & Bsnl.

• Both users of RCOM & Airtel are very much equally satisfied with the services provided by
customer care units but Bsnl has an edge.

• Users of RCOM are much satisfied with the special offers provide by their company, followed
Bsnl & Airtel.

• Users of RCOM are very much satisfied with formalities required for new connection, followed
Airtel & Bsnl.

• Users of Bsnl are most satisfied because of low charges & free roaming facilities, followed Airtel
(because of its special offers) & Vodafone.

• Most of the retailers prefer BSNL because of its low charges followed by Airtel (because of its
nominal charges & special offers).

• It was found in the research that there were not in high quantity of promotional material at any
telecom shop related with RCOM whereas all the other companies had their banner, posters
and many more promotional material in bulk at the shops.

• RCOM is still in demand and has a strong customer base.

• RCOM has a average marketing strategy.

• Retailers can be switched over to other mobile companies as per their requirement because in
some cases their expectations doesn’t match with the services and scheme provided by the
companies.

After getting the questionnaire filled it was found that more than 88.64% of the respondents were
dealing with RCOM’s products like SIM cards, recharge etc. It shows that retailers are using and liking
RCOM’s services.
But it was also found that most the respondents were not in the favour of its network availability,
roaming services and call rates. It shows that RCOM must take a step to improve it.
On the basis of questionnaire it was found that RCOM customer care facility is so poor. So RCOM
should increase its customer care facility to remove the grievances of customers.
Retailers are not highly satisfied with its services so that for existence in the local market RCOM must
provide better services than its competitors. The retailers also mentioned that there is no problem of
banner nor posters nor hoardings of RCOM whereas on the other hand all the other companies also
distributes these kind of promotional material and install themselves at the shops so that customers can
know the present plans and prices. RCOM is lacking in this part of promotional strategy. RCOM have to
make sure that the product should be available at the shops as the other companies do.
 9.
SWOT ANALYSIS

SWOT ANALYSIS OF RCOM

BCG MATRIX:
 Here in Case of Reliance, the position of reliance is CASH COW. It has high market share
and low market growth. It has the opportunity to grow its market share by way of
introducing new schemes which attract the customers.

STRENGTH :-
 RCOM is a rapidly growing communication company.
 Message schemes providing by the RCOM
 It has a competitive pricing policy.
 RCOM has a corporate culture of mutual respect and is an excellent service provider.
 RCOM maintains solid partnerships with its customers.
 In just over few years, there are so many customers across the country & the number keeps on
increasing.
 The good quality and brand image of RCOM is playing a important part in competition with
other communication company like airtel, bsnl, Vodafone, Idea, tata indicom, rainbow, and
others also.
 RCOM is having nearly a large market share in communication product segment.
 Company is having a very good network all over the country. So any kind of network busy
problem has decrease.
 To enhance the service quality of products is having a full fledge R&D department. This
department is consistently involved in providing better quality of service.
WEAKNESSES :-
 Although it is investing too much in R&D but its marketing skills are below average.
 Although it is growing very fast but at the same time it is losing its customers as well because
the competitors are chasing close behind.
 For some product advertisements on Television and in Print media can be used.

OPPORTUNITIES :-
 As the customer perceives that the company is good so company should expand its area of
operations.
 Company can offer products plans at lower price.
 Company has believed in Quality service. This policy will attract more customers to prescribe its
product.
 The communication market growing opportunities is very high rate.
 RCOM can retain its customers by improving its marketing skills.
 The group can strengthen and expedite research & development in order to deliver products of
top international standards.
 In the opportunity side company has the competitive advantages over its scheme like
night calling.
THREATS :-
 The biggest threat in this highly competitive market is from competitors.
 The pricing strategies of the competitors.
 Higher price of STV plans and other plans in comparison to competitors.
 Changing preferences of the customer using services. Competitor provide good scheme in
comparison to our company.
 Here the most effective threat is the new entry of other companies like Docomo. The
Strategy that Docomo follows is very strng competitive then others. Recently Tata has
introduced the pay Rs. 1/ per 3 minutes. So this kind of schemes would effect the sales
of the RCOM.
 As the various alternatives are available in the market so the customers can go for other service
providing company also.
 Rising cost and competition.
 10.
CONCLUSION

CONCLUSION

RCOM cellular ltd. an Anil Ambani Group of cos. is very fast catching up with the market
by providing cheaper calling rates. The market strategies adopted by its executives are
bearing fruits and the company although being the
 Market access and growth is alright but the improvement of quality on the above counts
is necessity of the time.
 Most of the time pre paid service usage depends on the occupation of the customer.

 Most of the customers are using Airtel prepaid service in the city at present because of its
network.
 Customers are interested in mobile operator which can offer the service upto their
satisfaction level.
 88.64% of the respondents who I have surveyed are happy with the service what they are
using at present so it is difficult to churn them to Reliance GSM service.
 Customers have mindset that all the mobile operators are same and they just want to
attract the customers, so they want to shift to other operators.
 Switching barrier would be threat for all the companies as customer attracted by the
scheme provided by other companies
 Because of the more competition the price of the product of SIM companies would be
competitive. So ultimately the benefit goes in the hands of the customer.
 11.
LIMITATIONS OF THE STUDY

LIMITATIONS OF THE STUDY

 Few retailers did not have the time to fill up or answer the Questionnaire.

 Retailers were also not giving the exact information like, their monthly selling, required information
and suggestion etc.
 Few retailers were not responding as we expect from them and they were reacting for the survey is
conducted for false purpose.

 As the time was so short (15 Days) for conducting the survey, so the survey could not be
conducted in a large area.

 The study which I did and while working with RCOM, is limited to Jaipur region only whereas the
company is running on the national level successfully.

 The findings are based on the data collected from various sources so any flaws in them will directly
affect the results.
 12.
SUGGESTIONS AND
RECOMMENDATION

RECOMMENDATION AND SUGGESTIONS

Good relationships are pivotal to business success. With this organizational objective all the
GSM mobile companies included in the survey, should try to maintain a fine balance between high level
of customer satisfaction and the quality of service provided by them. Here are few suggestions by
which both company and costumers can be benefited.
SUGGESTIONS AND RECOMMENDATIONS:

 Awareness of Reliance GSM pre paid service should be created among the customers, for that
the company should go for advertisements since most of the post paid users are not aware of
the Reliance GSM service still they think it as CDMA mobile service and for that they have to
purchase a new handset.
 Reliance should come up with more plans as per the customers need like
I. Reliance to Reliance free within closed users group
II. Should give initial more free minutes of talk time for calling to other GSM mobiles.
III. Should come up with free SMS offers on pre paid service to attract student customers.
IV. Should come up with free calls between 2 numbers to attract youths who want to talk
more.
 Reliance should have GSM network coverage at all places still there is problem with GSM
network.
 Reliance should come with plans which are suitable for businessmen who make more STD calls
for their business in spite of having lower call rates for local calls.
 Reliance should come up with awareness campaigns across public places and help desks in
large companies.
 Most of the customers are afraid of that they will lose their business if they change their number
so if possible try to give the number similar to the old number to satisfy the customers.
 Some of the customers want to have fancy numbers in GSM which is offered by other operators
better to give the numbers as the per customers demand which will help in increasing the sales
of the Reliance GSM service.
 For the call rates of 20ps other operators like Airtel and BSNL are not charging monthly rental,
so Reliance should come with advertisement of new pre paid offers that are available to the
customers.
 The schemes should be as per the requirement of consumer, they have to compete on the basis
of new and different scheme.
 Right now the company has to make the focus on SMS scheme. Because retailers using
another SIM also like it.

On the basis of extensive study and research, here are some recommendation and suggestion which
may help the company to market the product and service more profitability and increase its share in the
Telecom market.

 PROMOTIONAL ACTIVITIES
 The company expand the budget allocation for promotional campaign because of high
competition in the market. So it has affected the sale service brand image of Reliance

There may be some useful tools which can be summrized as follows:-

Advertising – advertising should have a clear objective and message, which has not been
found in recent ads. Reliance is a faster growing provider service in each state .every offers
and schemes they should show with proper message for benefit to the customer. In busy life
customer do not remembered any offers and which service we can provided for the customer
therefore they should by force showing advertisement in growing market and among customer.
customers wants continuously exposure in Cable and Local newspapers.

 SALES PROMOTION

 Cash discount
 Premiums
 Appointment of sale promoter
 12.
BIBLIOGRAPHY

BIBLIOGRAPHY
BOOKS
 Marketing Management- Philip Kotler

 Marketing Research and Methodology- C.R.Kothari

JOURNAL
 Marketing Mastermind- ICFAI Uni. Ahmadabad (M.P.)

 Business World
WEBSITES
 www.google.com
 www.rcom.co.in
 www.airtel.in
 www.bsnl.co.in
 www.telecomtalk.com

13.
 ANNEXURE

QUESTIONNAIRE

RETAIL SURVEY ABOUT GSM

MOBILE SERVICE
Firm’s Name : .......................................................
Contact Person : ......................................................
Address : ....................................................... Contact No.: .........................................
1. Do you provide Mobile Conection ?
(a) Yes............ (b)No............

2. Which Mobile Conection you provide?

RCOM AIRTEL BSNL Other
3. How much quantity you sale of RCOM/ AIRTEL/ BSNL (approx) :

Period RCOM AIRTEL BSNL

Daily
Weekly
Monthly

4. What are your views on present tariff?

RCOM AIRTEL BSNL

Excellent
Good

5. Are the customers satisfied with these companies’s current service/supply?

RCOM AIRTEL BSNL

Yes
No
If no, then why?
……………………………………………………………………………............................................

6. Do you any suggestions about The RCOM/ AIRTEL/ BSNL product?

................................................................................................................................................

7. Do you also provide other Mobile Conection(s) ?

.................................................................................................................................................

8. Do you think advertising are detailed enough?

RCOM AIRTEL BSNL

Yes
No

9. Which feature motivate you while subscribing to rainbow service?

Voice Quick Coverag Accurate Pric

clarity response e billing e
RCOM
AIRTEL
 BSNL

REMARKS:......................................................................................................................................
Date: ............................. Retailer’s Sign .................................