APPENDIX – 1

Title : Environmental and Five

Forces analysis For
Telecommunication Industry in India

Subject : Strategic Management (SM)

Level / Semester : I / Semester IV

Programme : GPBL(MBA) Part Time

Subject Tutor : Prof. Amit Gupta

Name of Student : Ranjeet B Taloskar

Student’s Registration Number : GBPT/010/10

Date of Submission :

Word Count : 2120 words

Word Limit : 2000 words.

 APPENDIX – 2

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Ranjeet Taloskar
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PEST and Porter’s Five Forces analysis
For
Indian Telecommunication Industry

3
 Table of Contents

1.Introduction
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1.1 Market Structure of Airtel ……………………………………………………….6
1.2 Revenue Market share of Airtel……………………………………………….....7
1.3 Service provider Market ………………………………………………………...7
1.4 Growth Avenues of Airtel…………………………………………………….....8
1.5 Telecom Regulatory Bodies Of India …………………………………………..,9

2.Economical Analysis for Airtel...........................................................................................10

2.1Economical Analysis of Airtel ………………………………………………….11
2.2 Concentration ration For Airtel………………………………………………...12
2.3 H-Index for Airtel……………………………………………………………...12
2.4 Airtel Demand and Supply Analysis………………………………………........13
2.5 Excess demand for telephone connections……………………………………...13
2.6 When prices are declined scenario………………………………………………14
2.7 Airtel subscriber base exploded when Change in Tariff………………………...15
2.8 Consumer surplus analysis for Telecommunication sector……………………..16

3. Challenges in Indian Telecom Sector.....................................Error! Bookmark not defined.

3.1 Decrease in ARPU………………………………………………………………17

3.2 Levies and duties………………………………………………………………...17
3.3 Limited Spectrum Bands………………………………………………………...18
3.4 Infrastructure readiness for Advanced Technologies…………………………...19
3.5 Prices are costly for PC…………………………………………………………19
3.6 International bandwidth is expensive ………………………………………….20
3.7 Threat From competition……………………………………………………….21
3.8 Customer bargaining Power…………………………………………………….21
3.9 Threats of New Events ………………………………………………………….21

4. Swot Analysis ,Opertunities ,Recommendation ..............................................................22

Appendix I - References.............................................................................................................22

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List of Figure

Figure -1 Oligopoly Market Factors……………………………………………………………………....6

Figure -2 Revenue Market shares of Airtel India ………………………………………………………..7

Figure -3 Service Provider Market shares in India ………………………………………………………7

Figure -4 Growth Avenues For Airtel……………………………………………………………………8

Figure -5 Telecom Regulatory for Airtel………………………………………………………………….9

Figure -6 Concentration Ration for Airtel……………………………………………………………….10

Figure -7 H-Index for Airtel………………………………………………………………………………10

Figure -8 Demand and Supply curve for Telecom Firms………………………………………………11

Figure -9 Excess Demand and Congestion in Telecom Firms………………………………………….12

Figure -10 Excess Demand for Telephone connection…………………………………………………..13

Figure -11 Demand and supply curve when price declines…………………………………………….14

Figure -12 Increase in subscriber base when Tariff have decreased………………………………….14

Figure -13 Consumer surpluses ………………………………………………………………………….15

Figure -14 Loss in Efficiency due to Taxation……………………………………………………………15

Figure -14 Loss in Efficiency due to Taxation…………………………………………………………..16

Figure -15 ARPU for Airtel India 2010………………………………………………………………….17

Figure -16 Taxation break up For Operators in India…………………………………………………..18

Figure -17 Price V/S Total Bandwidth…………………………………………………………………..19

Figure -18 SWOT Analysis for Airtel India …………………………………………………………20

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1. Introduction

Telecommunication sector in India is primarily subdivided into two segments, which are
Fixed Service Provider (FSPs) and Cellular Services. Telecom industry in India
constitutes some essential telecom services like telephone, radio, television and Internet.
Telecom industry in India is specifically emphasizing on latest technologies like GSM
(Global System for Mobile Communications), CDMA (Code Division Multiple Access),
and UMTS 3G (Universal mobile Telecommunication service), Fixed Line and WLL.

Overview and Facts of Indian telecommunication Industry:

Factors Value
Fastest growing telecom market 2nd Largest in world after China
Total subscriber base 742.12 million
Last month additions 14.38 million
Tele density 62.51%
CAGR More than 50% (since 2003)
Wireless subscriber base 706.69 million
Wire line subscriber base 37.41 million
Total broadband subscriber base 6.80 million
Monthly broadband growth rate 2.70%
Urban region teledensity 91%
Rural region teledensity 26.54% (In Dec 2010)
Expected mobile subscriber base by 2012 790 to 900 million
Estimated contribution in GDP = 15 % Estimated contribution in GDP =
by 2014 15 % by 2014

Growth Avenues for Indian Telecommunication Industry

Figure -1 Growth Avenues for Indian Telecommunication Industry

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1) Managed services are another segment that is attracting telecom companies. On account
of the rapidly growing subscriber base, service providers find it difficult to manage their
infrastructure and network management operations. In such cases, they completely or
partially outsource their infrastructure or network management operations.

2) To reduce their network deployment costs, many service providers are considering
infrastructure sharing offers the following advantages:

 Increased affordability for customers

 Faster roll out of services in rural and remote areas

 Lower operating costs for service providers

3) Enterprise Telecom Services includes voice over Internet protocol (VoIP), dedicated
telecom communication systems;
4) Virtual Private Network is a private data network that provides connectivity within
closed user groups via public telecommunication infrastructure.

5) 3G The Indian government plans to auction the spectrum for 3G services by inviting bids
from domestic as well as foreign players, and creating a competitive environment that
offers better services to consumers

6) WiMAX has been one of the most significant developments in wireless communication.
It is estimated that India will have 13 million WiMAX subscribers by 2012

7) Value Added Services: Mobile VAS include non-voice advanced messaging services
such as SMS, MMS, MIM, and UM and wireless data services

Service Provider and Revenue Market share

Figure -2 Telecommunication Service Providers and Revenue Market share

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 2. PEST Analysis Telecom Industry.

2.1 Economical Trends

Following Economical trends have huge impact on telecommunication Industry

 GDP trends
 Interest Rates
 Money Supply
 Inflation Rates
 Unemployment levels
 Price control
 Devaluation / Revaluation
 Cost
2.1.1 Investment from MNC’s to Indian Telecommunication Industry (Money
Supply)

 The Russian government has picked up equity amounting to US$ 670 million-US$ 700
million in Sistema Shyam TeleServices Ltd (SSTL), a joint venture between Russia-
based telecom Sistema and Shyam Group in India.
 Norway-based telecom operator Telenor has bought a 60 per cent stake in Unitech
Wireless for US$ 1.23 billion.
 Japanese telecom major NTT DoCoMo acquired a 27.31 per cent equity capital of Tata
Teleservices for about US$ 2.6 billion in November 2008.
 Bahrain's Batelco has signed a deal to buy 49 per cent in Chennai-based S-Tel, a GSM
service provider, for US$ 225 million.
 BSNL, India's leading telecom company in revenue terms, will put in about US$ 1.16
billion in its WiMax project.

2.1.2 India’s GDP, Interest rate and Inflation rate due Telecommunication Industry

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 Figure -3 Compositions of GDP and interest rate for FY2009-2010

 The Gross Domestic Product (GDP) in India expanded 8.20 percent in the fourth quarter
of 2010and Telecommunication industry has contributed 13.6 % to total GDP.
 Rising interest rates have had an adverse effect on telecommunication industry stock
prices. Interest rates rise, the cost of borrowing money rises affecting the
telecommunication Industries profit after tax (PAT).
 Due to increase interest rate ,the stock of RCOM are crashing by 44%,Tata
Communication shed by 31%,Idea cellular by 23% and MTNL by 19%.

2.1.3 Unemployment Rate improved Telecommunication Industry

The telecommunications industry provided about 2.0 million wage and salary jobs
in 2010. Wired telecommunications carriers accounted for about 666,100 of these
jobs in 2010, while 202,700 were in wireless telecommunications carriers.

2.1.4 Price war in Telecommunication Industry

As competition has mounted, the companies' share prices have taken a hit, with
market leaders Bharti sliding 30 percent in a month and Reliance
Communications tumbling 45 percent.

2.2 Technological Factors

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 Following Technological factor trends have huge impact on telecommunication
Industry
 Total Government spending for Research & Development
 Total Industry spending for Research & Development
 Focus of Technological efforts
 Patent Protection
 New Products
 Technology transfer from lab to marketplace
 Productivity improvements through automation
 Internet availability

2.2.1 Total Government spending for Research & Development

 Clearing the differences in sec 10AA of the SEZ Act and the union minister’s reiteration
on the significance of SEZs will help the Indian telecommunications industry to take
forward its SEZ plans throughout the country
 The enhanced deduction from 150-200% is also a positive step on R&D investment to
boost the R&D segment in the country.
 The estimated budget for telecom for the year 2009-10 was Rs 16,731 crore, and the
revised one was Rs 16,099 crore. For the year 2010
2.2.2 Focus of Technological efforts
Most Indian service Providers are focusing on 4G technologies to enhance data Rate as
100 Mbs for single users which eventually helping TRAI to generate more revenue .
2.2.3 Patent Protection
Somasundaram Ramkumar, holds a patent in India for "phones with a plurality of SIM
cards allocated to different communication networks". The patent which was awarded to
him last year, is making life difficult for cell phone manufacturers in the country.
2.2.4 New Products
Smart Phones(Android OS2.0) , Galaxy Tabs , HSDPA Modem, Black berry Application
are helping service providers to attract more subscribers eventually increase in market
share.
2.2.5 Internet Availability

BSNL ,RCOM, Airtel are providing DSL services to rural and urban areas in
India. These services include IPTV, high-definition TV, 3-D TV, video-on-
demand, bandwidth-on-demand and videoconferencing. The service was built on
Gigabit passive optical network (GPON) technology by using Optical N/W.

2.2.5 Productivity improvements through Automation

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 Figure -4 Automation Tools used in telecommunication Industry

Multiple telecom consulting services that can scale from concept to revenue - and
span across IT consulting, architecture design, program management, systems
integration, independent testing, managed services, production support and NOC
operations by using technologies shown in Fig-4.

2.3 Political Factors

Following Political Factors have huge impact on telecommunication Industry

• Antitrust Regulations
• Environmental

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 • Protection Laws
• Tax Laws
• Special Incentives
• Foreign Trade Regulations
• Attitudes toward foreign Companies
• Laws on hiring and promotion
• Stability of government

2.3.1 Antitrust Regulations - is an attempt to shift focus from curbing monopolies to

promoting competition. Antitrust laws are helping in Strategic policing on anti-
competition market practices and trends in Indian telecommunication industry.

2.3.2 Environmental, Tax, Foreign trade factors -India's weighted average tariff rate
was 17.4 percent in 2010. Non-tariff barriers include excessive bureaucracy, restrictive
licensing requirements, export subsidies, import taxes, onerous standards and certification
on many goods discriminatory sanitary and phytosanitary measures, and a negative
import list that bans or restricts many goods. Overall tax revenue as a percentage of GDP
was 10.2 percent.

2.3.3 Tax Laws - The industry demands 100 % tax exemption under Sec. 80IA to
Independent Infrastructure Service Providers. The industry expects tax holiday benefits
for M&A which are currently available in the form of tax benefits u/s 80 IA to continue
In order to encourage industry consolidation, as tax benefits shall improve financial
viability of mergers.

2.3.4 2G spectrum scam by Telecommunication ministry- 2G licenses issued to

private telecom players at throwaway prices in 2008. Spectrum scam has cost the
government Rs. 1.76 lakh crore.

2.3.5 Government Stability and incentives - Indian Governments stability from last 10
yrs has really helped telecommunication industry to grow with rapid pace . TRAI had
asked the stakeholders to give inputs on various aspects including barriers in the growth
of telecom equipment manufacturing in India; incentive schemes which can enhance
design and development of telecom products; factors affecting the competitiveness of
Indian manufacturers; and methods to boost research and development to increase
telecom related intellectual property from India.

2.4 Sociocultural Trends:

• Lifestyle Changes
• Career expectation
• Consumer activism

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 • Rate of family formation
• Growth rate of population
• Age distribution of population
• Regional shift in population
• Life expectation
• Birth rates

2.4.1 Lifestyle Changes Fast-changing lifestyles are forcing telecom companies to

enlarge the breadth and depth of their services. Value-added services, such as music
downloads, video-on-demand and online games are gaining currency in India.

2.4.2 Career Expectation It is predicted that Employment growth in the various

occupations in the telecommunications industry is expected to increase by 7% every year.
Indian engineers witness a huge demand in the International Telecommunication
Industry, as they are considered to be icons of high-tech executives, telecomm
technicians, installers, mechanical engineers, telecomm marketers and desk top support
people in Telecomm companies all around the world.

2.4.3 Consumer activism- According to telecom consultant and consumer activist S N

Aggarwal, in June, calls related to telecom hassles touched a high of 39%. The National
Consumer Helpline received 1,136 calls with telecom woes, out of a total of 2,914 in
June.

2.4.4 Growth rate of population Indian business model of being profitable despite
having the lowest tariff in the world due to large tele density. The big driving factor for
the confidence in the growth in telecom sector is the youth population in India. With
around 40% youth population for whom communication needs are as essential as food
and water, this is a huge potential market.

2.4.5

3. Porter Five forces analysis for Indian Telecommunication

industry

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The original competitive forces model, as proposed by Porter, identified five forces
which would impact on an organization’s behavior in a competitive market. These
include the following:

 The rivalry between existing sellers in the market

 The power exerted by the customers in the market
 The impact of the suppliers on the sellers
 The potential threat of new sellers entering the market
 The threat of substitute products becoming available in the market

3.1 Threat from Competition

Both potential and existing competitors influence average industry profitability. The
threat of new entrants is usually based on the market entry barriers. They can take diverse
forms and are used to prevent an influx of firms into an industry whenever profits,

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adjusted for the cost of capital, rise above zero. In contrast, entry barriers exist whenever
it is difficult or not economically feasible for an outsider to replicate the incumbents’
position. The most common forms of entry barriers, except intrinsic physical or legal
obstacles, are as follows:

1) Economies of scale: In telecom industry the economies of scale exists from the
supplier side. That is why companies try to increase their subscriber base at drastic rate.

2) Distribution channels: Distribution channels are also providing a major determining

factor. These channels are not loyal to any company and competitors can easily access
them and make out work for them.

3) Customer Switching Costs: Customer switching cost is very low, as cost of new
connection is really low. And new connection offers more benefits to the customers.

 Declining ARPU
 Infrastructure tenancy costs
 Other FC like BPO
 Brand pull exists to some extent for brands like airtel /idea/ vodafone
 Cost of new connection low
 Number portability
 Extremely high infrastructure setup costs
 Spectrum License cost
 Established brand image
 Reliability of network

3.2 The Degree of Rivalry

The intensity of rivalry, which is the most obvious of the five forces in an industry, helps
determine the extent to which the value created by an industry will be dissipated through

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head-to-head competition. The most valuable contribution of Porter's “five forces”
framework in this issue may be its suggestion that rivalry, while important, is only one of
several forces that determine industry attractiveness.

Now let us understand the implication of degree of revelry in Indian telecom sector. The
dimensions of this parameter are determined by:

1) High Exit Barriers: In any industry, if the exit barrier is high it increases the
difficulty of any organization to leave the industry sector. So it makes any difficult to any
willing to leave company to leave the industry. The telecom industry suffers from high
exit barriers, mainly due to its specialized equipment. Networks and billing systems
cannot really be used for much else, and their swift obsolescence makes liquidation
pretty difficult.

2) High Fixed Cost: The industry also suffers from high fixed cost which makes the
entry barrier also very high for the industry. It comes as no surprise that in the capital-
intensive telecom industry the biggest barrier to entry is access to finance. To cover high
fixed costs, serious contenders typically require a lot of cash. When capital markets are
generous, the threat of competitive entrants escalates. When financing opportunities are
less readily available, the pace of entry slows. Meanwhile, ownership of a telecom license
can represent a huge barrier to entry.

 6-7 players in each region

 3 out of 4 BIG-Four present in each region

3) Very less time to gain advantage by an innovation: Every company in this industrial
sector in investing a huge amount in research and development and marketing strategy.
That is why we see any offer launched by any company is counter attacked by other
companies very soon. This makes the industry rivalry most prominent.
Eg. Caller tunes, life time card

4) Price wars: The price war is really very fierce in this industry. Price war in telecom
industry has commoditized the market that branding has taken a backseat.

3.3 The Threat of Substitutes

The threat that substitute products pose to an industry's profitability depends on the
relative price-to-performance ratios of the different types of products or services to which

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customers can turn to satisfy the same basic need. The threat of substitution is also
affected by switching costs – that is, the costs in areas such as retraining, retooling and
redesigning that are incurred when a customer switches to a different type of product or
service. It also involves:

Product-for-product substitution (email for mail, fax); is based on the substitution of

need;
2) The potential major substitutes for telecom industry are as follows:

 VOIP (Skype, Messenger etc.)

 Online Chat
 Email
 Satellite phones

All of these technologies have a huge potential, though none of the above a major
threat in current scenario. So the telecom industry has to keep a close look on these
substitutes.

3.4 Buyer Power

Buyer power is one of forces that influence the appropriation of the value created by an
industry. The most important determinants of buyer power are the size and the
concentration of customers. Other factors are the extent to which the buyers are informed
and the concentration or differentiation of the competitors.

Indian telecom industry we can say that the following points influence the buyer power:

 Lack of differentiation among the service provider

 Cut throat competition
 Customer is price sensitive
 Low switching costs
 Number portability to have negative impact

3.5 Supplier Bargain Power

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Supplier power is a mirror image of the buyer power. As a result, the analysis of supplier
power typically focuses first on the relative size and concentration of suppliers relative to
industry participants and second on the degree of differentiation in the inputs supplied.
The ability to charge customers different prices in line with differences in the value
created for each of those buyers usually indicates that the market is characterized by high
supplier power and at the same time by low buyer power.
1) Large number of suppliers: The industry basically has a large number of suppliers,
which helps them to choose from a lot of options. So they try to select the best option to
deliver the value to the customers and to have a competitive advantage from their
competitor.

2) Shared tower infrastructure: Technology has helped them to share the tower
infrastructure. This basically helps them to reduce the initial investment a lot.

3) Limited pool of skilled managers and engineers especially those well versed in the
latest.

4) Medium cost of switching since changing their hardware would lead to additional
cost in modifying the architecture.

5) Overall influence on the industry – medium.

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4. Attractiveness in Indian Telecommunication Industry

Indian Global System of Mobile Communication (GSM) telecom operators added 14.69
million new subscribers in February 2011, taking the all-India GSM cellular subscriber
base to 555.06 million, according to the Cellular Operators Association of India (COAI).
The GSM subscriber base stood at 540.37 million at the end of January 2011.

1) Value-Added Services (VAS) Market

Mobile value added services (VAS) include text or SMS, menu-based services,
downloading of music or ring tones, mobile TV, videos and sophisticated m-
commerce applications. As per a report, ‘India Telecom 2010’ released by KPMG
in December 2010, currently, the VAS market is worth US$ 2.45 billion-US$ 2.67
billion, which is around 10 per cent of the total revenue of the wireless industry.
The share of VAS in wireless revenue is likely to increase to 12-13 per cent by
2011, on the back of increased operator focus on VAS due to continuous fall in
voice tariffs, increasing penetration of feature rich handsets, availability of
vernacular content and increased user adoption of VAS applications.

2) Major Investments

The booming domestic telecom market has been attracting huge amounts of
investments which is likely to accelerate with the entry of new players and launch
of new services. According to the Department of Industrial Policy and Promotion
(DIPP), the telecommunications sector which includes radio paging, mobile
services and basic telephone services attracted foreign direct investment (FDI)
worth US$ 1.33 billion during April-January 2010-11. The cumulative flow of
FDI in the sector during April 2000 and January 2011 is US$ 10.26 billion.

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 3) Going Green

Telecom companies incorporate heavy costs on energy consumption. Besides

being expensive, the resources used tax the environment heavily. Constantly
evolving professional grade energy management products are leading the
revolution and R&D has helped bring costs down. For instance, in the past, to
deploy 2G, 3G, 4G technology, one would need separate base-stations. But today,
a single base-station puts all the technology in one place such that one needs to
simply change the radio configuration. Companies are on a continuous look-out
for alternatives like solar panels and other types of sources of energy and their
combinations to achieve cost-effectiveness.

4) Manufacturing

The Indian telecom industry manufactures a vast range of telecom equipment using state-
of-the-art technology. As quoted by TRAI in one of the press releases, subscriber base is
expanding rapidly and is expected to reach 1 billion by 2014. This growth in turn attracts
a large demand for telecom equipment and subscriber terminals which are manufactured
by the telecom industry using state-of-the-art technology. Recent reports reveal that the
telecom equipment market is over US$ 22.38 billion.

The Union Ministry of Commerce & Industry and Ministry of Communications & IT,
have set up Telecom Equipment and Services Export Promotion Council as a first step in
promoting exports from India, both for “Indian products” and for “Indian manufactured
products”. Exports increased from US$ 89.24 million in 2002-03 to US$ 3 billion in
2009-10 accounting for 26 per cent of the total equipment produced in the country

5) Rural Telephony

Rural base in terms of telecom subscription reached 267.74 million as at the end of
January 2011. The number of internet users in rural India is estimated to have risen by 30
per cent to 5.4 million in 2010, according to a joint study conducted by the Internet &
Mobile Association of India (IAMAI) and market research firm IMRB.

the Government, under Bharat Nirman II Programme, has envisaged providing broadband
coverage to all 250,000 Gram Panchayats by 2012.

6) Policy Initiatives

The government plans to formulate a comprehensive ‘National Telecom Policy

2011’ including the recognition of Telecom as infrastructure and as an essential
service, encouraging Green Telecom, steps to accelerate migration from IPv4 to

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 IPv6 at the earliest, release of IPv6 standards by Telecom Engineering Centre for
implementation in the country.

The government has taken many proactive initiatives to facilitate the rapid growth
of the Indian telecom industry.

 In the area of telecom equipment manufacturing and provision of IT-enabled services,

100 per cent FDI is permitted
 No cap on the number of access providers in any service area. In 2008, 122 new Unified
Access Service (UAS) licences were granted to 17 companies in 22 services areas of the
country
 Revised subscriber based criteria for allocation of Global System of Mobile
Communication (GSM) and Code Division Multiple Access (CDMA) spectra were issued
in January 2008
 To provide infrastructure support for mobile services a scheme has been launched to
provide support for setting up and managing 7,436 infrastructure sites spread over 500
districts in 27 states. As on December 31, 2009, about 6,956 towers had been set up under
the scheme

Department of Telecom (DoT) has revealed that the total investment in telecom
infrastructure is pegged at US$ 110 billion during the 12th Plan period (April
2012- March 2017). Of this, the two telecom PSUs -- BSNL and MTNL are
expected to make investments to the tune of US$ 22.38 billion during the five
years to ramp up their telecom infrastructure. Private players, on the other hand,
are expected to invest US$ 89.53 billion during the same period (2012-2017) in
expanding their infrastructure

Appendix I - References
1) http://en.wikipedia.org/wiki/Bharti_Airtel
2) http://www.google.co.in/#hl=en&biw=1280&bih=551&q=government+taxation+for+tele
communication&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=353305b17292d0d
3) http://www.oppapers.com/essays/Demand-Supply-Analysis-Mobile-Services-
India/162862
4) http://www.oppapers.com/subjects/elastic-or-inelastic-page2.html
5) http://www.moneymint.in/mobile/4-mbps-airtel-broadband-connection-for-just-rs-899-
per-month

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 6) http://www.google.co.in/#hl=en&source=hp&biw=1280&bih=551&q=international+ban
dwidth+cost+for+airtel&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=353305b17292d0d
7) http://www.budde.com.au/Research/India-Telecommunications-Infrastructure-
National.html
8) http://www.slideshare.net/businessintelligence/stay-ahead-in-telecom-business
9) http://www.scribd.com/doc/19828153/Pricing-of-Telecommunication-Services
10) http://www.quickmba.com/econ/micro/elas/ped.shtml
11) http://www.reportlinker.com/p0200022/Analyzing-the-Wireless-Telecom-Industry-in-
United-States.html
12) http://intramine.pc.unicatt.it/download/exercises/arpu%20analysis%20usa.pdf

News Paper-
1) Rising competition to impact industry & ARPU: Bharti Airtel - The Economic
Times – 20th Nov 20101 page 14
2) Spectrum Distribution in India – Times Of India – page 4 29th Nov 2010

Magazines
1) Business Today
2) Telecom World
3) IEE – Dec 20101

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