A Project Report On “EXTRAMARKS EDUCATION PRIVATE LIMITED” By VIBHOR KUMAR D!"on# A Ro$$ No% # &"t 'e(r 'e(r A# )* Co+r"e# P,P - SMU BATCH# BATCH# ./&/#./&. MA0OR1 MARKETIN,2 MINOR1 I%B Cont(ct No% # /33*&*/45*6 E7($# !89or:+7(r3*;<7($%co7 !89or:+7(r3*;<7($%co722 !89or%:+7(r;n=r("c"%n
SUBMITTED SUBM ITTED To
INDIRA SCHOOL O> CARRER STUDIES
P,P ./&/#./&.
Dec$(r(ton I, Vibhor Kumar, session 2010-2012, do hereby declare that this project report has been submitted by me in partial fulfilment of the requirement of Post Graduate Prora Proram m in !anae !anaemen mentt "#$%& "#$%&-!a -!ar'e r'etin tin ( I)* of Indira Indira +choo +chooll of areer areer +tudies "I++*, Pune I also declare that this report is my o.n and has not been pre/iously submitted by anyone for the a.ard of any deree or diploma to any other institution
Vi bhorKumar( I SCS,Pune)
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ACKNOWLEDGEMENT he culmination of a project is not an act of chance but a deliberate and persistent pursuin of seeminly e/asi/e oals and the .ill to ma'e them happen %nd %nd its only appropriate that the ones .ho really made a difference durin those arduous moments find a mention of appreciation at the end of the day he success success of this this projec projectt .ould .ould ha/e ha/e remain remained ed distan distantt and elusi/ elusi/e e .ithout !r %mitesh +hu'la, +tate ead of !P ( G 345%!%5K+ 3#$ 3#$% %I67 I67 PV PV &# 8ho 8ho not not only only acte acted d as my uid uide e but but also also encouraed and challened me throuhout the project period is priceless insihts, e9pertise, emphasis on fundamentals and out of the bo9 thin'in alon .ith his strenth of character ha/e left a deep imprint not just on this proj projec ectt but but on my pers person onal al outl outloo oo' ' as .ell .ell e pro/ pro/ed ed loy loyal to his his unblemished reputation of bein hands on manaer and a typical specimen of e9emplary leader I ratefully recall the contributions contributions made made by all my colleaues and seniors seniors at 345%!%5K+ 3#$%I67 heir admirable .or' ethics, camaraderie, team .or' and .onderful .ays of sharin 'no.lede ha/e one a lon in cementin my beliefs in corporate /alues It .as first class learnin on the
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floor that .as offered to me :inally, .ithout their enormous support this project .ould not ha/e materiali;ed
Table of Content
+r no
ontents
Pae no
1
ompany Profile
<
2
Product Profile
12
=
+86 %nalysis
1>
?
Positionin
20
<
@ob Profile
22
A
Performance !anaement +ystem
2<
>
$se 6f I in 6rani;ation
2>
B
ransaction Processin
2B
C
Performance rac'in
2C
10
onclusion ( 5ecommendation
=0
11
&earnin 39perience
=2
12
)iblioraphy
=?
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ABOUT THE COMPANY
EXTRAMARKS EDUCATION PRIVATE LIMETED
Into!"#t$on
39tra 39trama mar' r's s is prom promot oted ed by !r !r %tul tul Kuls Kulshr hres esth tha a to pro/ pro/id ide e =A0D =A0D ne. ne. ae ae education solutions to school students In a short period from its launch in 200C, the the comp compan anyE yEs s prod produc ucts ts ha/e ha/e ain ained ed e9tr e9trem eme e popu popula lari rity ty and and are are used used by prestiious institutions and students all across India he company establishes echnoloy 3nabled lassrooms in schools .hich use especially de/eloped diital content .hile impartin education in the class rooms
he Pedaoy follo.ed at 39tramar's aims to pro/ide an enain, child-centric, teachin-learnin en/ironment focused on o/er all de/elopment of the child he company company also establish establishes es /irtual /irtual labs and assessme assessment nt centers centers +chool +chool +tudy Proramme initiated by 39tramar's has more than one million learners usin the companyEs product acti/ely oday, the company has presence in about 2<0 cities across India and employs A00 persons permanently, .ith another about 2000 persons bein employed on contractual obliations
he %fter +chool +tudy Proramme of 39tramar's is used by about >,00,000 la'h students hese ser/ices are offered throuh internet, .hich enable students to study any.here-any time 39tramar's has also created a community of +tudents,
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eachers and Parents .hich has become /ery popular .ith the internet users in a short period
!Fs !Fs 5elian 5eliance ce +trate +trateic ic In/est In/estmen ments ts &td, &td, a .holly .holly o.ned o.ned subsid subsidiar iary y of !Fs !Fs 5eliance Industries &td, has made a strateic in/estment of 5s 1,2<0 millions and o.ns =B< of 3quity of the ompany
Keepin pace .ith todayHs lobali;ation and technoloical chanes in education 39tra 39tramar' mar's s 3ducat 3ducation ion Pri/at Pri/ate e &imite &imited, d, in associ associati ation on .ith .ith the lares larest-li t-liste sted d company, 5eliance Industries, pro/ides =A0D ne. ae diital education solutions, thereby, empo.erin Indian youth to step in .ith the latest technoloy and ha/e anytime, any.here access to quality study support %lso, in the lon run, bein a omputer %ided &earnin "%&* ompany, 39tramar's desires to reach out to the stud studen ents ts in the the remo remote test st corn corner er of the the coun country try It ende endea/ a/ou ours rs to add add ne. ne. dimension in the learnin process by ma'in it more user-friendly, effecti/e and affordable %nd .ith its unique contribution, 39tramar's .as a.arded .ith the +pecial @$5 %.ard for )est I enabled content for K-12 sement in eIndia a.ards 2011
Pe%en#e
8ith the 5eistered 6ffice in #elhi and orporate 6ffice in 7oida, 39tramar's has a total of B offices in India .ith a total employee strenth "includin that of employed on contractual obliations* of 2A00 persons he companyEs products are used in 2<0 cities all across India Presence all across India 5unnin A000J 39tramar's +mart &earn lassrooms in o/er 1=00 schools includin leadin institutions li'e !ayo %jmer, +ophia, :ather %nel, %irforce +chool =<0J team of dedicated academicians - .ith /ast e9perience in school manaement ( teachin processes %ll learnin tools created in-house 6/er ><
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la'hs students studyin throuh 39tramar's site Go/ernment Projects li'e KVs, @7Vs, state o/ernment implementin I proram in o/er 2<00 schools
V$%$on an! Val"e% V$%$on
o pro/ide =A0D education support in schools and after school, to ma'e the teachin learnin process enain and interestin
M$%%$on
39tramar's aims to pro/ide ne. ae #iital 3ducation +olutions that •
)rin the best of lobal technoloy to pro/ide an enain, child-centric teachin-learnin en/ironment in the classroom and at home
•
3mpo.er the teachin fraternity .ith the latest education pedaoy
•
Pro/ide the best learnin and teachin tools so that the schools are at par .ith the latest de/elopments in education
•
3nsure o/erall de/elopment of the child and brin the 8orld into the classroom- al.ays connected, al.ays updatedL
Val"e%
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39tramar's belie/es that the educational aspirations are simplicity in learnin and continuous child enaement he /alues that dri/e us underscore our commitment are M+PI3H
•
+implicityN 3nsurin simple learnin methods
•
PedaoyN $nique layered pedaoy to cater to multiple intelliences of the students in the class rooms
•
Inno/ationN o pro/ide lobal technoloical child centric solutions, both at home and at school
•
ontinuousN onnecti/ity .ith the child
•
3nae !eN o continuously enae the child to ensure learnin
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Mana&e'ent Tea' 39perienced professionals of respecti/e fields ha/e joined hands to pro/ide e9ceptional quality ser/ices in the field of school education
At"l K"l%(e%t(a) C(a$'an*
e is a finance professional .ith o/er 2< years of e9perience in +er/ice Industry e conceptuali;ed O39tramar's and loo's after )usiness #e/elopment and +tratey e is a serial entrepreneur and also promoted an International )P6 ompany e also launched t.o prominent internet portals ie )harnetcom and +alaha'ar Indiacom
Ro($t +a$n) CEO*
5ohit @ain has rich e9perience in implementin projects and handlin ser/ice and manpo.er dri/en orani;ations e has successfully implemented the concept and ideoloy behind 39tramar's e has created the team 39tramar's and constantly monitors the quality, inno/ation and ne. technoloies
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Poona' +a',al) CMO*
%lumnus of $ni/ersity of )radford, $K, +! and %mity $ni/ersity, ha/in o/er 21 years of e9perience in education and media mar'etin +he is !asters in 3ducation and )usiness !anaement he/enin +cholar .ith a successful stint as #irector ommunications at %mity $ni/ersity and imes Internet &imited, she is best 'no.n for he imes of India 7I3Es success story
San&eeta G"lat$) COO*
% hartered %ccountant .ith o/er 1> years of e9perience, out of .hich 12 years in education industry Prior to joinin the company, she .as OGroup :6 in 3ducomp +olutions &imited as rich ( /aried e9perience in finance "primary ( secondary*, accounts, leal, ta9ation, secretarial etc +he .as a.arded the O)est 8oman :6 ) I%I "he Institute of hartered %ccounts of India* in 2011 +he .as also a.arded one amonst 1? chosen IndiaHs best :6 under the cateory of O+ustained 8ealth !anaement in 2011, conferred by onorable :inance !inister, orani;ed by )usiness oday
Meena-%($ G".ta) CAO*
!eena'shi has o/er 2? years of e9perience in the field of teachin and education +he is a post raduate and !3d .ith .or' e9perience of at all le/els includin
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that of Principal and #irector +he .as associated .ith G# Goen'a +chools as #irector "%cademics* +he has conceptuali;ed /arious inno/ati/e learnin-teachin methods and has introduced many re.ardin ideas for students
S,a&ata Ro/) C0O*
% hartered %ccountant .ith o/er 1= years of .or' e9perience in audit, finance and ta9ation domain and ha/in e9perience in #ebt raisin F pri/ate equity financin etc
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PRODUCT PRO0ILE SMART LEARN CLASS1
39tramar's +mart &earn lasses are ta'in the schools to 21st century learninteachin en/ironment In todayEs .orld, .hen children are technoloy sa//y from a youn ae, the classrooms are remainin in the same traditional state he pedaoy used by 39tramar's by implementin a layered content structure in the technoloy-enabled classrooms usin latest technoloy allo.s complete freedom to the teachers to use the technoloy as per their o.n choice Professionals ha/in years of e9perience in teachin ha/e de/eloped these teachin modules .hich present e/ery subject in a manner .hich ma'es the teachin-learnin process /ery interestin in the classrooms %s the modules are mapped to the curriculum follo.ed by the school, they not only pro/ide ease of use but also standardise the education process )y amalamatin state-of-the-art infrastructure and professionally de/eloped content, 39tramar's +mart &earn lasses transform the con/entional classrooms to an ad/anced student-centric learnin en/ironment
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hese echnoloy 3nabled lass 5ooms use +tate of the %rt ard.are Infrastructure .hich include 5eular F +hort-thro. Projector, Interacti/e )oard and 8hite )oard, +er/er, omputer, $P+, Podium and other installation and net-.or' hard.are
CCE REPORT CARDS1
o brin forth and nurture the indi/iduality of e/ery child, 39tramar's has especially de/eloped a ontinuous and omprehensi/e 3/aluation "3* 5eport ard
3 includes :ormati/e ":%* and +ummati/e "+%* %ssessments %s per the )+3 uidelines, e/ery +% consists of one test per term and :% includes a minimum of si9 tests e/ery term, hence increasin the number of tests three folds for both teachers and students, as .ell as ma'in the the tas' of collectin and collatin data tedious for teachers his comple9 tas' is made easy by 39tramar's 3 5eport ard, .hich has become an imperati/e tool for the teachers his intellient soft.are, after enterin the mar's, collates the data automatically and enerates the report card .ithout in/ol/in any manual .or', in just = minutesL
0eat"e%
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Pro/ides ease and freedom of use to teachers to e/aluate each child continuously and comprehensi/ely •
6fficialN In conformity .ith )+3 uidelines
•
ime +a/erN 3ach report card ta'es atleast 20 minutes if prepared manually, but 39tramar's 5eport ard can reduce the time ta'en for this e/aluation to three minutes
•
omprehensi/eN Pro/ides fle9ibility for selection, alteration ( customi;ation of tools ( sub tools
•
5educes errorsN #escripti/e indicators of 39tramar's 3 5eport ard help to o/ercome spellin F rammatical mista'es
•
as premium /alue additions li'eN
+tudent .ise performance raph
39port ( import options
•
%ttendance percentae calculator
Intellient ime +a/erN here is no need to collate data in the end @ust by the entry of mar's, the data is automatically collated and enerated in the format of record
•
$se by +inle or !ultiple $sersN %llo.s use by multi-users li'e Principal, eachers and +tudents
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SCHOOL LABS1 It is said that O.e learn thins the best .ay .hen .e e9perience them oursel/es
In order to foster e9periential learnin amonst the students, 39tramar's has de/eloped a unique product- 39tramar's +chool &abs, to create an end-to-end learnin en/ironment and pro/ide teachers and students .ith an inno/ati/e teachin-learnin solution
8ith the help of demonstration models, list of e9periments, detailed manuals and learnin objecti/es, 39tramar's +chool &abs help students in understandin the concepts in a better .ay by lettin them e9perience the theory themsel/es and connectin them to the day-to-day life hese e9periments inculcate scientific temperament and loical thin'in in them from an early ae, thus shapin up their minds for lifelon learnin
A%%e%%'ent Cente
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his automated module allo.s teachers to assess the o/erall performance of the student %ssessment enter maps the studentHs and teacherHs I# and cuts do.n the lenthy test preparations, manual chec'in, result preparations and filin of documents, i/in instantaneous results .ith a detailed analytical sheet indicatin the .ea' areas
Te%t Cente
est enter pro/ides automated 3 mapped !Qs testin modules for self re/ie. and impro/ement .ith instant results hese can be conducted as per the fle9ibility of subject, time, and difficulty le/el .ith automated and tabulated results 8ith a data ban' of o/er 2<0000 questions, +ummati/e %ssessments, hapter.ise Q(%, 3-based +hort F &on %ns.er tests, 3-based !Qs, Practice papers, !odel papers and )oard e9am papers, it helps in identifyin +tudentHs Impro/ement Rone as teachers come to 'no. if a student is lac'in in understandin the basic fundamentals of the concept or its application
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SWOT ANALYSIS
STRENGTHS12
•
Pan India presence
•
=<0J team of dedicated academicians - .ith /ast e9perience in school manaement ( teachin processes
•
•
%ll learnin tools created in-house &are pool of technically s'illed manpo.er .ith in depth 'no.lede and understandin of the mar'et
•
Go/ernment Projects li'e KVs, @7Vs, state o/ernment implementin I proram in o/er 2<00 schools
•
ompany has both in-school ( after school study support prorams to help +tudents to ain in depth 'no.lede
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•
ompany has dedicated %ccount !anaers to pro/ide prompt after-sales ser/ice
WEAKNESS12 •
ompany has hue 6perational ost
•
7ot ha/e interated hard.are solution for school
•
&ess dependency on channel partners
•
ompany not has its content in reional lanuaes
•
&esser number of animations in K-12 sement
OPPORTUNITIES12 •
Go,$n& o..ot"n$t$e% $n In!$a an! o3e%ea% 'a-et2 8ith a student base of around 2=2 million in schools and 1<< million in collees the ompany has ample opportunities to ro. in the domestic mar'et %lso the Indian o/ernment spends around $+#
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=0 billion annually in the sector 6ther countries li'e !alaysia, +inapore, People s 5epublic of hina and $nited +tates of %merica ha/e also been increasin impetus on the educational sector pro/idin the ompany .ith opportunities for thri/in in the respecti/e mar'ets
•
Go3en'ent $n$t$at$3e%2 Go/ernment of India has allocated I75 =10=A )n to #epartment of +chool 3ducation and &iteracy and I75 110 )n to #epartment of iher 3ducation !oreo/er, the states .ere ranted an amount of I75 =A>< )n for elementary education his may increase demand of ompany s products resultin into increase in top line and bottom line of the ompany
THREATS12 •
St$ff Co'.et$t$on2 he ompany faces stiff competition from e9istin entities and ne. entrants in the industry he ompany obtains majority of its re/enue from the Indian mar'ets .hich is dominated by the public sector .ith around
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C2< participation .ith reards to schools and by the pri/ate sector .ith around >? participation .ith reards to collees his lea/es out ample mar'et to capture especially in case of schools for the pri/ate sector %lso, many forein institutions are settin up in the country in collaboration .ith Indian institutions thereby increasin competition for the ompany
•
5estrictions made by Go/t aencies
•
)+3 utorin are no. a/ailable .hose price are less or more beneficiary for the students
POSITIONING Un$4"e Co'.et$t$3e Po%$t$on$n&
39tramar's enjoys a unique competiti/e position and early-mo/er ad/antae in the Indian education industry, .hich .e belie/e is capable of rapid and sustainable lon-term ro.th 8e forecast by :1<, a A9 increase in +mart &earn lass installations, dri/en by product superiority and peer pressure amon schools, and a sinificant ramp-up in K-12 schools "22
*, lo. literacy rates and number of schoolin years "<1* in the .orld, promise lon-term ro.th %ccordin to )+3 "entral )oard of +econdary 3ducation*, by :12 India .ill need T1<0,000 more pri/ate schools
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t.ice as many as it has at present Various education ser/ices, includin more schools, smart learn classrooms, faculty trainin, and /ocational traininUall of .hich face serious shortaestodayU.ill be needed $psides for 39tramar's from early start in +mart lass and K-12 businessesN 8e belie/e that +mart learn lass "and similar products* .ill increasinly be adopted by schools, fuelled by product superiority "o/er traditional methods* and peer pressure amon schools 39tramar's product, currently in 2,1
TOP TEN E2LEARNING 0IRMS IN INDIA1 S*No*
Co'.an/
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1
3ducom
2
7e9t 3ducation
=
39tramar's
?
ata class 3de
<
&
A
3durite
>
lass eacher
B
!e9us
C
7II
10
3/erron
+OB PRO0ILE
%pproachin schools !a'in the proposition to the manaementFconcerned department %rranin the demo andlin all the documentation .or' until completion "sinin up the contracts*
!aintainin and reportin the school
Pre and Post /isit reportin to the lined manaer
%ssined +choolHs data collation
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!aintain stron %fter +ale 5elations .ith the customers
+choolEs profilin "%ll pertinent information about the school*
Generatin &eads
Gi/in #emoFconductin 8or'shops
Gi/in #emoFconductin 8or'shops
+tratei;in
/arious
In-+choolF%fter-+chool
acti/ities
for
re/enue
eneration
Wo- Po#e%%
P$t#($n& to t(e Cl$ent1 0$%t Sta&e
lient profilin - Identify the decision ma'er in first t.o or three m eetins
Keep in constant touch and recall .ith the client
)e at top of the mind of client
+tay in touch throuh creati/e means as' for articles, principal inter/ie.s, .or'shops and much more
P$t#($n& to t(e Cl$ent1 Se#on! Sta&e
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Gi/e the school the /ision by pitch &%5G3 number of classes ".ith or .ithout poc'ets to implement*
reate aspiration
Pitch .ith the ser/er model .ith ma9imum no of access points
+ell laterally rather than /ertically "in terms of capturin the classes*
#iscuss price only after demo "for most of the accounts, not .here you can close .ithout a demo*
T($! Sta&e
3nsure Post dated cheques
3/ery pae of the contract to be sined and stamped
!a'e t.o copies of contract
Se3$#$n& C"e%
1
he buc' stops at you for O3V35I7G, be it implementation, content, mar'etin, ser/ices so ha/e o.nership )e the jac' of all trades alon .ith bein the master of allL
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2
#onHt be tentati/e F hold bac' - if you ha/e doubts, unresol/ed issues, scale up 3+%&%3 as per hierarchy but @$#II6$+&
Pefo'an#e Mana&e'ent S/%te'1 he process of uman 5esource #e/elopment "5#* in 39tramar's helps the employeeHs to acquire and de/elop technical, manaerial and beha/ioral 'no.lede, s'ills ( abilities and the /alues , beliefs ( attitudes necessary to perform present and future roles he process of Performance %ppraisal helps the employees and manaement to 'no. the le/el of employees Performance compared to the standard or predetermined le/el Performance %ppraisal is important in 39tramar's to understand and impro/e the employeeHs performance throuh 5# In fact, Performance %ppraisal is the basis of 39tramar's It .as /ie.ed that Performance %ppraisal .as useful
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decide employeeHs promotion or transfer, salary determination )ut the recent de/elopments in 5# indicate that Performance %ppraisal is the basis for employee de/elopment Performance %ppraisal indicates the le/el of desired performance le/el and actual performance and the ape bet.een these t.o his ap should be brided throuh trainin, counselin and moti/ation etc In 39tramar's, the process of 5# helps the employeeHs to acquire and de/elopment technical, manaerial and beha/ioral 'no.lede, s'ill, and abilities, belief and attitudes necessary e9ists to achie/e oals the deree of success obtained by the indi/idual employee in achie/in indi/iduals oals directly determines to the 39tramar's effecti/eness he assessment of the deree of success of an indi/idual employee is an important part of 5! that leads to the Performance %ppraisal he Performance %ppraisal system underone in 39tramar's helps the employees of the 6rani;ation to impro/e their abilities so as to meet both the personal and orani;ational present and future requirements 8hether the orani;ation is reachin its standards by Performance %ppraisal resultin in increase in quality and producti/ity of the employees obser/ed he o/erridin purpose of Performance %ppraisal is to help 39tramar's employees
to impro/e
and
thus to impro/e
orani;ational
effecti/eness Performance %ppraisal therefore institutional needs as .ell as staff member needs, abilities, moti/ation and e9pectancies
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he performance appraisal is done in 39tramar's by calculatin o/er all business i/en by employees Various contests .ere orani;ed by the sales manaer and certificates .ere issued
IT USE IN ORGANI5ATION %s e9tramar's itself an I company .ho ma'es educational soft.are for schools, Pro/ides lots of I support to its employees and customer :or its +ales department e9tramar's i/es +!+ "+ales !anaement +ystem* .hich helps sales person to do daily reportin of his daily .or', he can also fill his con/eyance details in this for reimbursement purpose ( he can also do the Price calculation of +mart learn classes :or onsumers 39tramar's pro/ide 6nline tutorin proram for after school support
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TRANSACTION PROCESSING
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PER0ORMANCE TRACKING
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CONCLUSIONS AND RECOMMENDATIONS Ob%e3at$on1
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ompany has not .ide rane of product portfolio in its bas'et in comparison to its competitors
here is lac' of technical support staff he ompany reach is di/erse, but in some areas the reach is ood .hile
in some other areas it is not up to the mar' %lso ompany should .or' to.ards impro/ement of its after sale ser/ice
!ain complain of schools to.ards 345%!%5K+ is ser/ice problem
here is a lac' of animations in the content part
ustomers .ere complainin about the communication support
!ost of the customers ha/e documentation problems
Re#o''en!at$on1
ompany can ha/e separate echnical +upport team to ser/e customers for after sales ser/ices acti/ity
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houh databases are there they are not used properly he sales person should ha/e to understand customer relationship manaement concept ( not just sell but maintain ood lon-term sustainable relations .ith +chools because in future if they become loyal to us then they .ill differentiate us from the competition ( they ha/e to /isit each +chools at least t.ice a .ee'
ompany should also increase the product portfolio in its bas'et to attract customer, so sales e9ecuti/es can cross sell companyHs product to e9istin
client omplaint handlin should be better ( effecti/e 39tramar's should concentrate on customersH needs and start doin mass customi;ation of its product
LEARNING EXPERIENCE
PERSONAL EXPERIENCE1
!y personal .or' e9perience altoether .as ood because I de/elop myself professionally and learn a lot of thins about life It ma'es me more ali/e
Page | 32
practically and chanes my perspecti/e to see life It helps me to sync my professional life .ith personal It roomed me a lot he hectic .or' schedule helps me to manae my time effecti/ely !y job K5%Hs helps me to nourish certain s'ills, .hich are as follo.sN
+P3%KI7G s'ills
6-6P35%I7G s'ills
%#%P%)I&I
+3&: 53&I%73
&I+37I7G s'ills
P&%77I7G and 65G%7I+I7G s'ills
I7II%IV3
P35+$%#I7G s'ills
Pofe%%$onal E6.e$en#e1 !y professional e9perience helps me roomed professionally It helps me to de/elop inter-personal s'ills and it also teaches me ho. to deal .ith colleaues, subordinates and boss :rom my .or' I learn ho. to complete tas's in more
Page | 33
perfectionist .ay :rom this, I also learn 'ey account manaement :rom my .or' I de/elop certain professional s'ills .hich areN
Key %ccount !anaement
7e. )usiness #e/elopment
7eotiation +'ills
%7%&+I7G %7%&+I7G s'ills
ritical thin'in %ble to .or' as part of a team
73865KI7G
#3I+I67-!%KI7G s'ills
6!!35I%& %8%5373++
B$bl$o&a.(/ T(e Content (a% been #olle#te! fo' t(e follo,$n& %$te% an! ,eb.a&e1
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...e9tramar'scom
....i'ipediacom
...oolecom
...justdialcom
...manaementparadisecom
...'no.yourcitycom
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:a/ora :a/orably bly positi positione oned d to le/era le/erae e this this first-m first-mo/e o/err ad/ant ad/antae ae 8ith 8ith =G, ata #66!6 stands to redefine the /ery face of telecoms in India o'yo-based 7 #66!6 is one of the .orldEs leadin mobile operatorsWin @apan, the company is the clear mar'et leader, used by nearly << per cent of the countryEs mobile phone users ata eleser/ices leser/ices &imited also has a sinifican sinificantt presence presence in the G+! space, space, throuh its joint /enture .ith 7 #66!6 of @apan, and offers differentiated produc products ts and ser/ice ser/ices s under under the Tata Tata DOCOMO brand name ata #66!6 arises out of the ata GroupEs strateic alliance .ith @apanese telecom major 7 #66!6 in 7o/ember 200B ata #66!6 has recei/ed a pan-India license to operat operate e G+! teleco telecom m ser/ic ser/icesW esWand and has also also been been allott allotted ed spectr spectrum um in 1B telecom ircles he company has rolled out G+! ser/ices in all of these 1B telecom ircles in the quic' span of just o/er a year
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ata #66!6 mar's a sinificant milestone in the Indian telecom landscape, and has already redefined the /ery face of telecoms in India, bein the first to pioneer the per-second tariff optionWpart of its EPay for 8hat ou $seE pricin paradim o'yo-based 7 #66!6 is one of the .orldEs leadin mobile operatorsWin the @apanese mar'et, the company is the clear mar'et leader, used by o/er <0 per cent of the countryEs mobile phone users he ata eleser/ices &imited bouquet comprises four other brands as .ellW V$&$n Mob$le, Wal-/ ".hich is the brand for fi9ed .ireless phones*, the P(oton
family "the companyEs brand that pro/ides a /ariety of options for .ireless mobile broadband access, and T78 +& recently entered into a strateic partnership areement .ith Indian retail iant :uture Group to offer mobile telephony ser/ices under a ne. brand nameW2?Won the G+! platform he e9citin ne. brand .as un/eiled in :ebruary and the company announced the commercial launch of G+! operations under the brand name 2? in @une, startin .ith the city of yderabad It has no. launched 2? G+! ser/ices in Kol'ata, )hubanes.ar, &uc'no. and %hmedabad oday, ata eleser/ices &td, alon .ith ata eleser/ices "!aharashtra* &td, ser/es o/er B< million customers in more than ?<0,000 to.ns and /illaes across the country, .ith a bouquet of telephony ser/ices encompassin !obile +er/ices, 8ireless #es'top Phones, Public )ooth elephony and 8ireline +er/ices In #ecember 200B, ata eleser/ices announced a unique re/erse equity s.ap strateic areement bet.een its telecom to.er subsidiary, 8ireless Info-
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+er/ices &imited, and Quippo elecom Infrastructure &imitedW.ith the combined entity 'ic'in off operations .ith 1B,000 to.ers, thereby becomin the larest independent entity in this spaceWand .ith the hihest tenancy ratios in the industry oday, the combined entityW.hich has been re-christened as VI6! 7et.or'sWhas a portfolio of nearly ?<,000 to.ers +&Es bouquet of telephony ser/ices includes mobile ser/ices, .ireless des'top phones, public booth telephony, .ireline ser/ices and enterprise solutions
Aea% of b"%$ne%%
+& became the first Indian pri/ate telecom operator to launch =G ser/ices in India under the brand name ata #66!6, .ith its recent launch in all the nine telecom circles .here it baed the =G license hrouh its association .ith 7 #66!6 W one of the .orldHs leadin mobile operators W the company finds itself fa/ourably positioned to le/erae this first-mo/er ad/antae +&Es joint /enture .ith 7 #66!6 has also earned it a sinificant presence in the G+! space ata #66!6 has recei/ed a pan-India license to operate G+! telecom ser/ices, and has been allotted spectrum in 1B telecom circles, in .hich it has rolled out G+! ser/ices he +& bouquet comprises four other brands as .ell W Virin !obile, 8al'y "for fi9ed .ireless phones*, the Photon family "that pro/ides a /ariety of options for .ireless mobile broadband access*, and 2? 6f these, 2? .as formed of a +trateic partnership .ith :uture Group to offer mobile telephony ser/ices on the
Page | 38
G+! platform In #ecember 200B, +& announced a unique re/erse equity s.ap strateic areement bet.een its telecom to.er subsidiary, 8ireless Info-+er/ices and Quippo elecom Infrastructure he combined entity, later named Viom 7et.or's, 'ic'ed off operations .ith 1B,000 to.ers, thereby becomin the larest independent entity in this space Viom 7et.or's no. has a portfolio of close to ?<,000 to.ers and has the hihest tenancy ratios in the industry oday, +&, alon .ith +& "!aharashtra*, ser/es o/er B? million customers in more than ?<0,000 to.ns and /illaes across the country, .ith a bouquet of telephony ser/ices encompassin mobile ser/ices, .ireless des'top phones, public booth telephony, .ireline ser/ices and enterprise solutions +o$nt 3ent"e%) %"b%$!$a$e%) a%%o#$ate%
•
ata eleser/ices "!aharashtra*N formerly uhes elecom "India*
•
Virin !obile IndiaN a brand franchise arranement .ith the Virin !obile roup
•
ata #66!6N joint /enture .ith o'yo-based 7 #66!6
•
2?N strateic partnership .ith :uture Group
•
ViomN merer of telecom to.er operations of +& "8ireless Info+er/ices* and Quippo elecom Infrastructure
Page | 39
Lo#at$on
he company is headquartered in !umbai, India
Aff$'at$3e A#t$on Pol$#/
ata eleser/ices belie/es that for acceleratin ro.th and competiti/eness in the rapidly de/elopin economy, orani;ations must promote and e9pand job F income eneration opportunities for all sections of society 8ithin this frame.or', ata eleser/ices commits to %ffirmati/e %ction for social equity for the disad/antaed sections of the society "particularly +cheduled astes and +cheduled ribes* in the .or'place ata eleser/ices reconi;es that di/ersity in the .or'place positi/ely impacts business :or the socially disad/antaed, the company .ill ta'e steps to create equal employment opportunities ata eleser/ices .ill also underta'e initiati/es that .ill increase the employability F income eneration potential for the socially disad/antaed communities
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ata eleser/ices .ill encourae de/elopment of business entrepreneurship from members of the socially disad/antaed communities throuh their participation in the companyHs #istribution hannels and other business arenas on the basis of equal merit ata eleser/ices .ill underta'e to pro/ide scholarship and help materially and throuh /arious other initiati/es li'e /oluntary coachin F mentorin of meritorious F deser/in students across the country %ffirmati/e action initiati/es .ill conform to the orporate +ustainability objecti/es of ata eleser/ices and .ill aim at de/elopin the disad/antaed sections of the society ata eleser/ices .ill report proress on %ffirmati/e %ctions in its %nnual 5eport Go3en$n& Co"n#$l
Rationale behind Affirmative Action
Page | 41
Broad Categories under Affirmative Action
•
E!"#at$on1 o aument efforts of +F+ students directly in pursuin education
thruH scholarship, pro/idin boo'sFacademic assistance etc or support aencies .ho are pursuin these initiati/es
•
E'.lo/'ent1 3/erythin bein equal, pro/ide employment opportunities either
6n5oll or thruH associated aencies
Page | 42
•
E'.lo/ab$l$t/1 !a'e the people from +F+ people more employable in the job
mar' mar'et et by pro/ pro/id idin in them them trai traini nin n on acade academi mics cs as .ell .ell as atti attitud tudin inal al for for conf confid iden ence ce
buil buildi din n,,
coun counse selilin n,,
on-j on-job ob
lear learni nin n
thru thruHH
uid uided ed
proj projec ects ts,,
Fsupplementin trainin efforts by aencies .ho are e9pert in this area
•
Ente.ene"%($.1 reate opportunities for people from +F+ ommunities to
become entrepreneurs duly assisted by s'ills of runnin the business and also financiallyFmicro finance or subsidi;ed equipmentsFinfrastructure and handholdin for a small period of time
Governance on Affirmative Action Action
Page | 43
In$t$at$3e%
In$t$at$3e% ta-en to .o3$!e E'.lo/'ent1
•
otal +F+ rainees hired from 200B )atch till date N >2 F >10 "10*
•
3mploy 3mployees ees hired hired in !A to !B "@r "@r !mt adre* adre* from from 200B 200B till till date date N A2 "2< of the total employees hired in this cateory*
•
>C F 1>=< "?< 3mployees both in : ( pbpc rolls in 66 stores are from +F+ ateory
•
10 "1A out of A0* andidates trained thruH +5IV3 ( employed as #+ in rural areas of 7
Page | 44
•
2> "2C out of 10?* outh from socially bac'.ard sement trained on cust ser/ic ser/ice, e, sellin sellin s'ills s'ills ( comput computers ers for C0 days days in associ associati ation on .ith .ith #r #r 5eddyHs %+% &ab ( employed in pbpc ( offroll in +&
In$t$at$3e% ta-en to .o3$!e E'.lo/ab$l$t/1
•
A !erit +cholarships "2 per year* i/en meritorious +F+ !)% +tudents of +I! X 5s ><,000F- per scholarship
•
=0 !erit +cholarship "10 per year* i/en for students selected thruE :%3% ":ou ":ound ndat atio ion n for for acad academ emic ic 39ce 39celle llenc nce e and and %cces ccess* s* X >0,0 >0,000 00FF- per per scholarship
•
12 !erit +il/er +cholarship to III - Information echnoloy Institute for ribes of India, #ehradun "A students per year for 5s 1 lacF year*
•
+ponsored hostel fees for +F+ irl child "5achna* .ho joined 7ational &a. collee to.ards hostel fee reimbursement "5s =0,000F- i/en each year for last = years*
•
212 +ummerFVocational rainees from +F+ cateory trained in +& from 200B 6n.ards
In$t$at$3e% ta-en to .o3$!e E!"#at$on1
%n e9penditure of R%* 7*9: La#% made to.ards facilitatin ( encourain education amonst +F+ children in schools thruH acti/ities li'eN
Page | 45
1 #istribution of )oo's ( other school support facilities to the students of 7es/ad Villae Primary +chool 2 Pro/idin 39am pads, boo's, pens and pencils pro/ided to 1<0 students from Go/t ostel for +F+ hildren at 8aranal = =0 +F+ meritorious students i/en the pullo/ers "+chool $niform* from + # Girls ollee, !eerut ? #istribution of boo' ( library infrastructure to +F+ children from MPrimary Pathshala +chool in /illae Paitepur in $P - 3ast
< +ponsorin school fees to +F+ students school students of +ahyoh +chool %ssam, +F+ Physically disabled school students -#.ar @in'yren +chool +hillon, A #istributin boo's to <0 +F+ school hildren across 20 Go/t +chools in %ssam, +chools boo's to +F+ students in =< Go/t +chools !ehalaya co/erin <0 students > )oo's ( +tationary distribution to +F+ students in Girls Go/t ih +chool 5eshamarh, +rinaar B #istributed t.o Ps for +F+ dominated +t@oseph 6rphanae and &o.er primary school - richur C B 8or'shops on Personality #e/elopment co/erin 1<0 +F+ +chool hildren ( >0 +F+ teachers onducted in Gujrat, @(K, $P "8* ( !PG 10 1 day personality de/elopment proram conducted thruH %+5! for all +F+ : 3mployees 11 Gi/in scholarship to ? )est Performin +F+ :i9ed erm ontract 3mployees for pursuin a distance learnin course thruE IG76$ or reconi;ed institute
Page | 46
In$t$at$3e% ta-en to .o3$!e Ente.ene"%($.
•
<=? P6s i/en to people of +F+ community .ith equipment suitably subsidi;ed by +& 39penditure of T >< &acs
•
< &acs from the company to.ards subsidi;in the store infrastructure
TATA B"%$ne%% E6#ellen#e Mo!el
ata )usiness 39cellence !odel is a frame.or' .hich helps companies to achie/e e9cellence in their business performance his is the chosen model by the %% roup to help in buildin lobally competiti/e orani;ations across %% Group companies )3! is based on the !alcolm )alride 7ational Quality %.ard !odel of the $+ T(e C$te$a (a3e t(ee $'.otant ole% $n %ten&t(en$n& #o'.et$t$3ene%%1 •
o help impro/e orani;ational performance practices, capabilities, and results
•
o facilitate communication and sharin of best practices information amon all oranisations .ithin %% Group
•
o help in uidin orani;ational plannin and opportunities for learnin
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TBEM C$te$a $% !e%$&ne! to (el. o&an$;at$on% "%e an $nte&ate! a..oa#( to o&an$%at$onal .efo'an#e 'ana&e'ent t(at e%"lt% $n •
#eli/ery of e/er-impro/in /alue
to customers
and
sta'eholders,
contributin to orani;ational sustainability •
Impro/ement of o/erall oranisational effecti/eness and capabilities
•
6ranisational and personal learnin
T(e C$te$a ae b"$lt on t(e follo,$n& %et of << Inteelate! Coe Val"e% an! Con#e.t%1 •
Visionary &eadership
•
ustomer-dri/en 39cellence
•
6ranisational and Personal &earnin
•
Valuin 3mployees and Partners
•
%ility
•
:ocus on the :uture
•
!anain for Inno/ation
•
!anaement by :act
•
+ocial 5esponsibility
•
:ocus on 5esults and reatin Value
Page | 48
•
+ystems Perspecti/e
T(e Coe Val"e% an! Con#e.t% ae e'bo!$e! $n %e3en Cate&o$e%) a% follo,%1 •
&eadership
•
+trateic Plannin
•
ustomer and !ar'et :ocus
•
!easurement, %nalysis, and Kno.lede !anaement
•
8or' force :ocus
•
Process !anaement
•
)usiness 5esults
he )3! criteria are the operational details of the ore Values, applied to the different facets of a )usiness oranisation he > riteria ateories are di/ided into 1B items and =2 %reas to %ddress he )3! frame.or' has the follo.in characteristics •
:ocus on )usiness results
•
7on-prescripti/e and %daptable
•
!aintains +ystem Perspecti/e
•
+upports Goal based dianosis
Page | 49
)3! instills a process centric approach in an oranisation as a means to achie/e the chosen )usiness Goals ata eleser/ices &imited as a part of the %% Group has adopted the %% )usiness 39cellence model as an intricate part of its operation structure and uses it to ro. from strenth to strenth, 'eepin 6perational e9cellence and )usiness results in focus
Co.oate S"%ta$nab$l$t/
8or'in for the disad/antaed sections of the society is a .ay of life at the ata Group %s !r @5# ata belie/ed, Ysociety is an important sta'eholder in the de/elopment of any orani;ationY +ocial 5esponsibility has been central to the core /alues of the ata Group for o/er a century no.Wand ata companies ha/e not only been proacti/e on compliance .ith reulatory requirements, but ha/e also had a farsihted /ision in ensurin sustainability of business processes, restoration of biodi/ersity, and conser/in .ildlife .here possible Keepin in tune .ith the chanin business, en/ironmental and social scenarios the ata Group has adopted the term Eorporate +ustainabilityH instead of
Page | 50
orporate +ocial 5esponsibility +ustainable li/elihoods are the demand of all social initiati/es in the Group ata eleser/ices &imited is a responsible corporate citi;en, and stri/es to i/e bac' to the community it operates in he main objecti/e behind the + initiati/es of & is to use telecom to impact the life of the underpri/ileed sections of society he company endea/ours to ma'e a positi/e contribution to the community by supportin a .ide rane of socioeconomic, educational and health initiati/es Keepin in mind the ata Group uidelines and the objecti/e mentioned abo/e, .e ha/e identified and implemented many + initiati/es since 200A-end o.ard the end of 200B, .ith the then ne. & orporate +ustainability team ha/in come on board, ata eleser/ices &imited bean the process of joinin the select fe. ata Group companies that, under the uidance of the ata ouncil for ommunity Initiati/es, had put toether their CS B$& P$#t"e Education and
Environment .ere
identified as the t.o primary pillars for + at &, .ith all
projects and acti/ities stemmin from there hat ha/in been said, it .as also decided that rather than put a stop to all the ood .or' that many of &Hs 22 ircle offices .ere doin "but .hich .ere not alined to the )i Picture*, the + team .ould let these carry on for the cause of continuity in the taret communities, slo.ly brinin them under the pillars identifiedWthe process of )i Picture %linment at &, thus, bean
Page | 51
Boa! of D$e#to%
Mr. Ratan N. Tata Designation: Chairman Compan: Tata Teleservices Ltd.
Mr. !. A. Chau"ar
Page | 52
Designation : Managing Director Compan : Tata Industries Ltd.
Mr. #rinath Narasimhan Designation : Managing Director & CEO Compan : Tata Teleservices Limited &
Tata Teleservices (Maharashtra) Limited
Mr. $. %ussain Designation: Director Compan: Tata Sons Ltd.
Mr. N. #. Ramachandran
Page | 53
Designation: Director, Compan : Tata Teleservices Ltd.
Mr. Anu& Mahesh'ari Designation: Director Compan: Temase !oldings "dvisors India #vt Ltd., ($T!"I#L$)
Mr. Masatoshi #u(u"i De"
Page | 54
Mr. !a(uto Tsubouchi De"
Dr. !iohito Nagata De"
Mr. N Chandra De"
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TATA TELESERVICES MAHARASHTRA LIMITED =TTML>
ata eleser/ices !aharashtra &imited "!&* spearheads the ata roupEs presence in the telephony sector in the telecom circles of !aharashtra "includin !umbai* and Goa !& commenced landline operations in 1CCB and today has the larest .ire line base in !umbai and !aharashtra amonst all pri/ate operators, .ith o/er A, <0,000 subscribers, and .ith o/er <0 mar'et share It commenced full mobility .ireless ser/ices on the #!%-14 platform in 200?-< and has o/er 12 million .ireless subscribers today, .ith o/er 1>A mar'et share
Page | 56
he company also has a sinificant presence in the G+! space, throuh its joint /enture .ith 7 #66!6 of @apan, and offers differentiated products and ser/ices under the %% #66!6 brand name ata #66!6 arises out of the ata GroupHs strateic alliance .ith @apanese telecom major 7 #66!6 in 7o/ember 200B he ompany rolled out its G+! ser/ices under the brand name %% #66!6 in !umbai, !aharashtra and Goa ata #66!6 mar's a sinificant milestone in the Indian telecom landscape, and has already redefined the /ery face of telecoms in India, bein the first to pioneer the per-second tariff optionWpart of its MPay for 8hat ou $seH pricin paradim o'yo-based 7 #66!6 is one of the .orldHs leadin mobile operatorsWin
the @apanese mar'et, the company is the clear mar'et leader, used by o/er <0 per cent of the countryHs mobile phone users 8ith a full portfolio of products and ser/ices for different cateories of retail and enterprise consumers, and an e9cellent net.or' bac'ed by ood customer care, !& is .ell positioned to lead the mar'et he company has been rated as the no 1 .ireless operator in terms of o/erall customer satisfaction across !aharashtra "includin !umbai* and Goa, in sur/eys commissioned by the elecom 5eulatory %uthority of India "5%I* he company is listed on the )ombay +toc' 39chane ")+3* and 7ational +toc' 39chane "7+3*, and has o/er <00,000 shareholders Its re/enue for the fiscal 200C-10 .as 5s22>>B1 crores .ith an 3)I#% of around 2?
Page | 57
ata eleser/ices "!aharashtra* is IndiaEs premier telecommunication ser/ice pro/ider It offers telephony and I+P ser/ices in !aharashtra "includin !umbai* and Goa :ormerly uhes elecom "India*, the company .as ta'en o/er by ata eleser/ices in 2002 It is the mar'et leader in fi9ed .ireless phones in !aharashtra Aea% of b"%$ne%%
he companyHs bouquet of telephony ser/ices includes mobile, fi9ed .ireless phones, public telephone booths and .ireline ser/ices Its suite of broadband data net.or' and application ser/ices includes leased lines, #+&, 8i:i, ethernet, manaed ate.ay ser/ices and .eb conferencin ser/ices Lo#at$on
he ompany is reistered in !umbai and has operations all o/er the state, includin 7a/i !umbai and Pune
Page | 58
TATA DOCOMO
ata #66!6 is ata eleser/ices &imitedEs telecom ser/ice on the G+! platform-arisin out of the ata GroupEs strateic alliance .ith @apanese telecom major 7 #66!6 in 7o/ember 200B ata eleser/ices has recei/ed a license to operate G+! telecom ser/ices in 1C of IndiaEs 22 telecom ircles-and has also been allotted spectrum in 1B telecom circles 6f these, it has already rolled out ser/ices in all the 1B ircles that it recei/ed spectrum in from the Go/ernment of India-amil 7adu, Kerala, 6rissa, Karnata'a, %ndhra Pradesh, !aharashtra, !umbai, !adhya Pradesh-hhattisarh, aryana-Punjab, Kol'ata, 5est of 8est
Page | 59
)enal, @har'hand, )ihar, $P "3ast*, $P "8est*, Gujarat, imachal Pradesh and 5ajasthan ata #66!6 has also become the first Indian pri/ate operator to launch =G ser/ices in India, .ith its recent launch in all the nine telecom ircles .here it baed the =G license In association .ith its partner 7 #66!6, the ompany finds itself suitably positioned to le/erae this first-mo/er ad/antae 8ith =G, ata #66!6 stands to redefine the /ery face of telecoms in India o'yo-based 7 #66!6 is one of the .orldEs leadin mobile operators-in @apan, the company is the clear mar'et leader, used by nearly << per cent of the countryEs mobile phone users
7 #66!6 has played a major role in the e/olution of mobile telecommunications throuh its de/elopment of cuttin-ede technoloies and ser/ices 6/er the years, technoloists at #66!6 ha/e defined industry benchmar's li'e =G technoloy, as also products and ser/ices li'e i-!ode, e.allet and a plethora of lifestyle-enhancin applications &ast year itself, .hile most of the rest of the industry .as only beinnin to tal' of ?G technoloy and its possible applications, #66!6 had already concluded conductin ?G trials in physical eoraphies, not just inside laboratoriesL
Page | 60
#66!6 is a lobal leader in the V%+ space, both in terms of ser/ices and handset desins, particularly interatin ser/ices at the platform stae he ata Group-7 #66!6 partnership .ill see offerins such as these bein introduced in the Indian mar'et throuh the ata #66!6 brand ata #66!6 has also set up a M)usiness and echnoloy oordination ouncilE, comprisin of senior personnel from both companies he council is responsible for the identification of 'ey areas .here the t.o companies .ill .or' toether #66!6, the .orldEs leadin mobile operator, .ill .or' closely .ith the ata eleser/ices &imited manaement and pro/ide 'no.-ho. to help the company de/elop its G+! business
6n the #!% platform, despite bein the latest entrant, ata Indicom has already established its presence and is the fastest-ro.in pan-India operator Incorporated in 1CCA, ata eleser/ices is the pioneer of the #!% 19 technoloy platform in India oday, ata eleser/ices &td, alon .ith ata eleser/ices "!aharashtra* &td, ser/es o/er B? million customers in more than ?<0,000 to.ns and /illaes across the country, .ith a bouquet of telephony ser/ices encompassin !obile +er/ices, 8ireless #es'top Phones, Public )ooth elephony and 8ire line +er/ices HISTORY
Page | 61
7 #ocomo holds 2A share in the jointly formed company It has also emered as the first mobile operator in India to ha/e re-introduced Mper secondH pulse, after &oop !obile "formerly )P& !obile* discontinued their Epay per secondE ser/ice .hich .as introduced in 200?:rom 6ctober 200C 5%I announced that %% teleser/ice is IndiaEs no1 tele ser/ice brand ata eleser/ices &imited spearheads the ata GroupHs presence in the telecom sector he ata Group had re/enues of around $+ Z>< billion in financial year 200B-0C, and includes o/er C0 companies, o/er =<0,000 employees .orld.ide and more than=
Page | 62
ser/ices under the %% #66!6 brand name %% #66!6 arises out of the ata GroupHs strateic alliance .ith @apanese telecom major 7 #66!6 in 7o/ember 200B %% #66!6 has recei/ed a pan-India license to operate G+! telecom ser/icesWand has also been allotted spectrum in 1B telecom ircles he company has rolled out G+! ser/ices in 1? of IndiaHs 22 telecom ircles in a quic' span of under si9 months he company plans to launch panIndia operations by the end of : 200C-10 %% #66!6 mar's a sinificant milestone in the Indian telecom landscape, and has already redefined the /ery face of telecoms in India, bein the first to pioneer the per- second tariff option-part of its MPay for 8hat ou $seH pricin paradim o'yo-based 7 #66!6 is one of the .orldHs leadin mobile operators-in the @apanese mar'et, the company is the clear mar'et leader, used by o/er <0 per cent of the ountryHs mobile phone users oday, ata eleser/ices &imited, alon .ith ata eleser/ices "!aharashtra* &imited, ser/es o/er
Page | 63
the larest entity in this space-and .ith the hihest tenancy ratios in the industry he 8I&-Quippo combine is taretin o/er <0,000 to.ers by the end of : 2010-11 SMS offe%
%P - Pay for the :irst = &ocal +!+ e/eryday and et the ne9t 1<0 &ocal +!+ free for the day KK - Pay for the :irst &ocalF 7ational +!+ e/eryday and et the ne9t 100 &ocalF 7ational +!+ free for the day 7 - Pay for the :irst = &ocal +!+ e/eryday and et the ne9t ><0 &ocal +!+ :ree for day Pre-+#, I+# and 7ational 5oamin .ithout rental %utomatic alerts .hen your )alance is &o.
VISION
8e .ill le/erae our strenth in e9ecutin comple9 lobal- scale projects to ma'e leadin ede information and communication ser/ies affordable by all indi/idual consumers and business in india 8e .ill offer unparalleled /alu to create customer deliht and enhance business producti/ity 8e .ill also enerate /alue for our capabilities beyond indian borders .hile enablin millions of IndiaHs 'no.lede .or'ers to deli/er their ser/ices lobally
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Ma-et Co'.et$to% of Tata Do#o'o12
%irtel 5eliance ommunication )+7& Idea %ircel Vodafone SERVICES ? NETWORK AVAILABLE1
urrently, ata #ocomo mobile ser/ices a/ailable in these follo.in circlesN )ihar ( @har'hand amil 7adu 6rissa %ndhra Pradesh Karnata'a Kerala Kol'ata !aharashtra ( Goa !adhya Pradesh hhattisarh aryana
Page | 65
hennai 3astern $ttar Pradesh 8estern $ttar Pradesh Punjab 5ajasthan ,5ecently &aunched 5est of 8est )enal, 5ecently &aunched
MARKETING STRATEGY
ata #ocomo appears to be ban'in hea/ily on its tariff plans the company is offerin a 1 second pulse instead of the usual 1 minute pulse that other telecom operators are offerin his means that consumers are chared on a per second basis, instead of a per minute basis, and end up sa/in money on unused seconds % nifty little application Oo. much can you really sa/e on #ocomoHs .ebsite e9plains ho. this .or's 5s 001Fsecond is a mar'ed chane from the 5s 1Fmin and 5s 0?CFmin chares that usually applies MARKETING MIX 8P@S O0 MARKETING MIX 1
Product Price Place Promotion
Page | 66
PRODUCT1
%% #66!6 ha/in ood rane of ser/ices ata #ocomo pro/ides both post paid and prepaid ser/ices ata #ocomo ha/in ood quality net.or' .hich pro/ides clarity in /oice PRICE1
It ha/in attracti/e tariff planN %% #66!6 ha/in 1paisa Fsec it is applicable for both prepaid and postpaid PLACE1
It ha/in ood rane of channels of distributionN %s ata already e9ist in this field of telecommunications as ata Indicom It has .ide rane of channels of distribution to sell %% #66!6 ser/ices PROMOTION1
%d/ertisinN %% #66!6 follo.in different style of ad/ertisin pattern in VHs and ne.spapers #ue to that reason it .as reachin public /ery fast D$%".t$3e Inno3at$on $n t(e In!$an Tele#o' In!"%t/ b/ Tata DoCoMo
8i'ipedia defines disrupti/e inno/ation as an inno/ation that impro/es a product or ser/ice in .ays that the mar'et does not e9pect, typically by bein lo.er priced or desined for a different set of consumers Indian elecom space .as Odisrupted by ata #oo!o .hen they came out .ith a M1 paisa per secondH tariff
Page | 67
8eH/e earlier seen ho. 5eliance India !obile chaned the mobile industry by comin up .ith the lo.est tariff in the beinnin of this decade he call chares .ere around 5s 2-= per minute and because of 5eliance this .as brouht do.n to around 5e 1 per minute ata #oo!o .as the ne9t one to employ disrupti/e inno/ation in the Indian mobile industry urrently the ame is not played on the price front but Value added ser/ices front, .hich is e/ident from the ad/ertisements of %irtel "!adha/an and Vidya )alan* and Vodafone "Roo;oos* in the past If %ircel is redefinin ho. telecom operators approach /alue added ser/ices and GP5+ in India, ata #oo!o is doin its bit to chane billin practices he joint /enture bet.een ata eleser/ices and @apanese telecom major 7 #oo!o officially bean rollouts .ith a plan to in/est Z2 billion for its pan-India G+! ser/ices
TATA DOCOMO PRICING STRATEGY
ata #oo!o appears to be ban'in hea/ily on its tariff plans the company offers a 1 second pulse instead of the usual 1 minute pulse that other telecom operators .ere offerin his means that consumers are chared on a per second basis, instead of a per minute basis, and end up sa/in money on unused
Page | 68
seconds % nifty little application Oo. much can you really sa/e on #oo!oHs .ebsite e9plains ho. this .or's 5s 001Fsecond is a mar'ed chane from the 5s 1Fmin and 5s 0?CFmin chares that usually apply 7o. .hile this plan miht sound unique, it isnHt that it hasnHt been tried beforeN bac' in 200?, ata Indicom had launched 1 second pulse plans, .hich oin by their current plans, appears to ha/e been shel/ed %t present, ata #oo!o has launched /oice portals, 2?-hour music, cric'et commentary and /oice chat, apart from offerin free !issed all %lerts and Voice!ail Interestinly, /oice based ser/ices are also bein priced .ith a per-second-pulseN 2? hour music and /oice chat are priced at 5s 002Fsecond aller une search ser/ice MGenieH is also bein priced at 5s 002Fsecond his is a mar'ed chane, aain, from the per minute pricin, and can offer consumers cheaper options
An $n$t$at$3e t(at (a% ta-en t(e %e3$#e .o3$!e $n!"%t/ b/ %to'
he pay per second model has really paid off .ell for the latest entrant in the Indian G+! space, ata-#oo!o he ne. pricin stratey from ata-#oo!o has chaned the rules of the G+! ame, .hich is dominated by %irel and
Page | 69
Vodafone ata-#oo!o also launched its first mobile handset in +eptember 2010 !obile pricin inno/ation ata #oo!o no. chares per .ebsite for !obile )ro.sinL his is surely a first .orld o/er ata #oo!o ha/e one ahead and launched an inno/ati/e mobile Internet offerin .hich allo.s users unlimited usae of their fa/ourite .ebsites on mobile for a fi9ed cost ata #oo!o has been forefront in comin up .ith /arious attracti/e pricin schemes, especially, in the pay-per-use paradim hey .ere first to introduce pay per second billin on calls, .hich no. is follo.ed by e/ery mobile ser/ice pro/ider hey follo.ed it .ith pay-per-minute and pay-per-call pricin plans as .ell .hich has made them one of the fastest ro.in !obile companies in India he ne. pay-per-.ebsite offerin ho.e/er, ta'es it to a complete different le/el and unheard of pricin stratey his is a /ery thouhtful stratey and somethin .hich has potential to ro.th rapidly
Pa/ .e %$te offe t,o #o'b$nat$on1
hose only interested in sinle .ebsites need to pay 5s 10 per site
Page | 70
hose .ith multiple site bro.sin needs can opt for a combo pac' at just 5s 2< per month ustomers ha/e a bundle of options .ithin /arious cateories of social net.or'in sites ":aceboo', .itter, &in'ed-In, 6r'ut*, mail options "Gmail, ahoo, 5ediff* and chat messeners "Gal', ahooL !essener, 7imbu;;* a/in said this, there is also a ca/eat If you thouht it .as /alid for unlimited useit is not ata #oo!o pay per site plan cateori;es each ser/ice under 2 different enres +ocial 7et.or'in +ite and 3mailin ( Instant !essain 3ach site under this enre is priced at 5s 10F- bundled .ith 200 !) free data usae /alid for =0 days, post .hich customers .ill be chared at 1pF'b here are also 2 ombo options +7+ ombo Pac' and 3mailin ombo Pac' and each ombo Pac' is priced at 5s 2
Pe C(aa#te SMS P$#$n&
Page | 71
6n Bth +eptember 200C, the G+! branch of the Indian carrier ata introduced a no/el pricin stratey for te9t messain $nder the brand O#iet-+!+O, ata#66!6 bills its customers Oby-the-character, rather than on a per messae basis It is a /ery attracti/e mar'etin scheme, since many .ireless subscribers, almost by habit, tend to pepper their te9t messaes .ith abbre/iations and acronyms $nder the ne. plan, ata-#oo!o chares Oone paisa per character :or e9ample, a te9t .hich reads Otn9 "for Othan'-you* is chared at =paise instead of the normal sms chare T(e I'.a#t
ata #oo!o has athered sinificant mar'et share, o.in to its pricin strateies 39istin mobile operators are matchin the price and the clear .inners are the subscribers since all the competition is sendin the prices do.nhill
Co'.et$to Anal/%
%$Page | 72
he competition has intensified the past fe. months .ith ne. players and schemes comin in here has ne/er been a better time for the customer to et a mobile phone connection here are at least si9 if not more operators to choose from in e/er circle In @une 0C, %% #66!6 bro'e the old system of tariff by introducin per second billin system %s soon as they did this, the other follo.ed suit .ith price cuts e/ery.here +uddenly the idea of calls bein free .as not so outraeous he prices .ere reduced to such an e9tent that the /iability of the business .as in questions he competiti/e en/ironment of %% #66!6 can be loo'ed at from the follo.in perspecti/es
Ma-et %(ae
Page | 73
he o/ernment issued fresh licenses in 200B%s a result of this the mar'et ets cro.ded thouh incumbents still hold larer mar'et shares are sho.n abo/e o.e/er a point to note is that the ne. players ha/e lo.er entry costs .ith /ery deep poc'ets hey also ha/e no leacy issues li'e the older players and hence are more adept to chanes mar'et situations he cost of infrastructure has reduced dramatically due to the mar'et ro.th and #66!6 had an ad/antae here
Page | 74
•
MARKET CAPITALISATION1
%s profits marins are becomin thin, the mar'et capitali;ation of listed telecom companies has fallen houh there ha/e been some sins of reco/ery ADVERTISING MEDIA CHANNELS1
Page | 75
India - ata #ocomo, the younest amon telecom players in India to offer G+!, is presently ban'in on its ser/ices to arner /isibility and a share in the telecom pie he launch of ata #ocomo also announced the intention of the brand to associate .ith the thouht EdoE ata #ocomo, for the first time in the country, offered pay-persecond billin thouh other telecom pro/iders ha/e follo.ed suit since he company has carried out a fe. ad/erts that hihliht the brandEs unique features and some other topical ad/ertisin durin Ganesh haturthi and #i.ali he latest from the G+! pro/ider is the E:riendship 39pressE V he ad opens inside train, .here e/eryone is doin their o.n thin % couple of the tra/elers donEt li'e the solemn mood and start hummin the #ocomo tune +lo.ly and steadily, others pitch in and soon most of the train is sinin alon he ad ends .ith the super, E8hy .al' alone .hen .e can dance toetherE TataDoCoMo la"n#(e! Kee. $t S$'.le@ #a'.a$&n ,$t( Rab$ Ka.oo
uttin throuh the clutter that the Indian telecom landscape finds itself inW.ith customers forced to jostle .ith confusin and complicated products, ser/ices and tariff plansWata #66!6 is M#oin the 7e.H aain, .ith the launch of its ne. brand campain, aptly titled MKeep It +impleH ata #66!6Hs unique Keep It Simple ampain is in a form of a stand-up comedy sho. .ith many episodes,
.hich .ill be aired durin the course of this IP& season It focuses larely on ho. ata #66!6 simplifies the telecom e9perience, and hence the consumerHs life, by pro/idin differentiated products and ser/ices 3ach indi/idual ad/ertisement starts by illustratin a comple9ity in the cateory, and presents the ata #66!6
Page | 76
product andFor ser/ice as a means of simplifyin thins his campain is simple, captures the /arious moods of 5anbirWdepictin those of ata #66!6
SWOT ANALYSIS
+537G 83%K73++ 6PP65$7II3+ 53%+
STRENGTHS12
:irst to introduce secondsH tariff plan "seconds pulse* Good brand imae of ata ser/ices a/in lare /ariety of plans Plans are affordable by any common person
Page | 77
TYPE 1
Pulse rate
1 sec
Price pac'
5s?C
Validity
life lon
CALL RATES1
&ocal rates
paisaFsec
ata #ocomo
1
ata #!%
1
6ther G+!
1
&andlineF#!%
1
+# rates
2
ata #ocomo
2
ata #!%
2
6ther G+!
2
WEAKNESS12
+inal strenth Post paid connections are not a/ailable as of no. ustomer ser/ices are not satisfactory oncentratin only on rural areas
Page | 78
OPPORTUNITIES12
a/e a reat opportunity to e9pand its ser/ices o introduce any ne. plans for internet users Introduce =G compatible ser/ices o introduce ne. combined plans li'e, +!+, Internet, allin interated offers
THREATS12
If sinal strenth is not increased it may lead to chane in the net.or'
ser/ice by the customers ata has to clarify .hether this 1psFsec .ill continue till its lifecycle ea/y competition from all other net.or' pro/iders
Page | 79
Into!"#t$on to Tata DOCOMO% 9G HSUPA e2%t$#Pac' hi-speed internet on the o .ith ata #66!6Es =G +$P% e-stic' for your laptops ( des'tops 7o. set yourself free from the hassle of .ires ( installations and e9perience superfast internet .here e/en the fi9ed mobile broadband sinals fail Pic' this to 'eep pace .ith your need for speed
0eat"e%1 Po.ered .ith bla;in speeds, it enables hue data e9chane in seconds and also doubles up as a :lash #ri/e .ith upto =2G) of data storae 3njoy the follo.in featuresN
•
Plu and Play
•
3nhanced +inal +trenth .ith 5ecei/e #i/ersity "59*
•
8or's on +$P% F +#P% F 8#!% F 3#G3 F GP5+ F G+!
•
&are +toraeN +upports upto =2G) micro+# card
•
International 5oamin] N Gi/es =G )roadband speeds .hen you tra/el abroad
•
$+) 20 ih +peed N 5ated ?0 times faster than its predecessor interface, $+) 11
•
+inle lic' access to :ace boo'^, ouube^ ( Gmail^
•
8atch your fa/ourite V hannel on the mo/e .ith !obile V
Page | 80
•
3njoy # Gamin on the o
•
Vie. ( do.nload your fa/ourite /ideos on the o
•
6ne touch access to multiple 3mail ( +ocial 7et.or'in +ites
Cool 0eat"e%
$+) /20 ih-+peed 5ated ?0 micro+# +upport "upto =2G)* times +peed uplin' - up to <>A !bps
+peed
do.nlin'
-
up
to
>2!bps
Cool A..l$#at$on%
!obile V
Videos
atch-up
&etEs Play
S.e#$f$#at$on Geneal S$;e Me'o/ Net,o-% Intefa#e T/.e
>1_2A_12< mm +upport upto =2G) micro+# card +$P% F +#P% F 8#!% F 3#G3 F GP5+ F G+! $+) 20 hih speed
Page | 81
S/%te' %"..ot
+upports most types of laptop and des'top P •
•
8indo.s >, 8indo.s Vista "=2 bit ( A? bit*, 8indo.s 4P "+P2 ( later* !ac "10? ( later*
OS %"..ote! •
0o' fa#to R6 !$3e%$t/
&inu9 Versions supported - "$buntu C0? ( C10, :edora 11, 12 ( 1=,6pensuse 11=* $+) +tic' es
Pe.a/ Offe1 W$ele%% Boa!ban! De3$#e P$#e =R%*>
S.ee! =Mb.%>
De3$#e
1CCC
>2
+$P%
Unl$'$te! Data Plan% MRP =R%*>
Data
1000 12<0 12>< 1<00
$nlimited $nlimited $nlimited $nlimited
Pea-
Data at .ea-
%.ee!=Mb.%>
S.ee! 3al$!$t/
=A =A >2 >2
< G) 10 G) < G) 10 G)
Val$!$t/=Da/%>
=0 =0 =0 =0
Ba%$# Data Plan% MRP =R%*>
S.ee! =Mb.%>
Data
Val$!$t/ =Da/%>
10C 11<1 A01 ><0 11<0
=A =A =A =A =A
2 G) = G) A<0 !) 2 G) = G)
=0 C0 =0 =0 C0
Page | 82
Po%t .a/ offe1 W$ele%% Boa!ban! De3$#e
P$#e =R%*>
S.ee! =Mb.%>
De3$#e
Po%t .a/ Offe%
1CCC
>2
+$P%
100 money bac'
3njoy 5s 1<0F- discount for 1? months]
Unl$'$te! Data Plan%
S'at l$fe Plan%
=G =A !bps #on < G) X 1000 Plan =G =A !bps #on 10 G) X 12<0 Plan =G >2 !bps #on < G) X 12>< Plan =G >2 !bps #on 10 G) X 1<00
Mont(l/ Rental =R%*>
Data
Pea- S.ee!
Data at .ea-
=Mb.%>
%.ee!
1000
$nlimited
=A
< G)
12<0
$nlimited
=A
10 G)
12><
$nlimited
>2
< G)
1<00
$nlimited
>2
10 G)
2000
$nlimited
>2
1< G)
Plan =G 21 !bps #on 1< G) X 2000 Plan
Page | 83
Deta$l%
%d/ance 5ental]] Inbuilt #ata per month %d/ance 5ental period +peed up-to
9G Don&le :FFF 0o :
9G Don&le :
'ont(% Rental
'ont(% Rental
<000 A G) < months =A !bps
<100 A G) ? months >2 !bps
Ba%$# !ata Plan% MRP =R%*>
S.ee! =Mb.%>
Data
<00 A00 ><0 ><0 1000
=A =A =A >2 >2
A<0 !) 1 G) 2G) 1< G) = G)
Page | 84
S?OT ANAL'SIS
<*
STRENGTH
7*
WEAKNESS
9*
OPPORTUNITIES
8*
THREATS
STRENGTHS12
` ` ` `
:irst to introduce =G ser/ices in India )rand imae of ata ser/ices &are /ariety of plans Good infrastructure
WEAKNESS12
` ` ` `
+inal strenth ustomer ser/ice 39pensi/e +er/ice support for retailers OPPORTUNITIES12
` `
a/e a reat opportunity to e9pand its ser/ices o introduce any ne. plans for internet users
THREATS12
Page | 85
`
If the sinal strenth is not increased it may lead to chane in the net.or' ser/ice
`
by the customers ea/y competition from all other net.or' pro/iders
8P@% of TATA DOCOMO Po!"#t1 %% #66!6 ha/in ood rane of +er/icesN ata #ocomo pro/ides both postpaid and prepaid ser/ices
Page | 86
%% #66!6 Quality net.or'N ata #66!6 ha/in ood quality net.or' .hich pro/ide clarity in /oice
Pla#e1 It ha/in ood rane of channels of distributionN %s ata already e9ist in this field of telecommunications as ata Indicom It has .ide rane of channels of distribution to sell %% #66!6 ser/ices
P$#e1 ata #ocomo has se/eral attracti/e affordable price both for prepaid ( post-paid
Po'ot$on1 #ata card is a specialty product hat is .hy promotional acti/ities are mainly focused around in store promotional acti/ity as .ell as other medium li'e print media, hoardin and posters and they are also ha/in brand ;one "#i/e In store* %nd also %% #66!6 follo.in different style of ad/ertisin patterns #ue to that reason it .as reachin public /ery fast
An o3e3$e, of $ntenet an! ,$ele%% #onne#t$3$t/ Def$n$t$on of Intenet
Page | 87
he Internet is a .orld.ide, publicly accessible series of interconnected computer net.or's that transmit data by pac'et s.itchin usin the standard Internet Protocol "IP* It is a Ynet.or' of net.or'sY that consists of millions of smaller domestic, academic, business, and o/ernment net.or's, .hich toether carry /arious information and ser/ices, such as electronic mail, online chat, file transfer, and the interlin'ed .eb paes and other resources of the 8orld 8ide 8eb "888*
Co''on "%e% of t(e Intenet 3-mail 8orld 8ide 8eb 5emote %ccess ollaboration +treamin !edia :ile +harin Voice elephony
D$3$n& &o,t( of Intenet Data Ca!
Gro.in businesses in all sements, necessity to access emails and corporate applications durin urent business trips and the ure for some entertainment
Page | 88
.hile on the mo/e are some dri/ers increasin the demand for data card usae %part from these factors, as the name of ata IndicomEs data card, EPlu 2 +urfE, suests, ease of use .ith plu and play factor is also a dri/er for ro.th +P +hu'la, president, Personal )usiness, 5eliance ommunications, says that faster surfin and hiher do.nload speeds, con/enience of surfin the Internet .hile on the mo/e, simple to use, and affordable tariffs are amon the 'ey reasons for the data card ro.th, in both the laptop and des'top sements 8ire line broadband connections are yet to penetrate the /ast semi-urban and rural parts of the country .here entrepreneurs, officials, students, etc ha/e the need to surf the Internet for /arious purposes houh the laptop penetration in these areas has not made a sinificant mar', des'top penetration is comparati/ely more 8ith data cards offerin con/enient access to the Internet, a number of companies ha/e started to tie up .ith ser/ice pro/iders to a/ail bul' net.or' connections for their employees on the o and allo. them to utili;e their time durin business tra/els +ince data cards can be used .ith des'top also, it cuts do.n the office infrastructure costs as .ell 8ith the data card sement .itnessin steady ro.th, affordability .ill o up, .hich, in turn, .ill dri/e ro.th O%s the data card ro.th increases, speed e/ol/es and prices come do.n, affordability .ill o up and more users can bein to thin' of data card as an affordable solution, says an %irtel spo'esperson %nd ro.th of mobile telephony in India has created users .ith specific needs li'e m-commerce that require .ireless Internet, dri/in the .ireless data card ro.th 6nce the concept of mobile .allet and its applications hit the
Page | 89
mar'et in India in the near future, the .ireless data card sement is also e9pected to .itness an e9ponential ro.th %part from this, Internet chares in costly hotels are /ery hih 8ith the a/ailability of data cards and $+) modems, frequent business tra/ellers .ho stay in costly star hotels can access the Internet and corporate applications on their laptops and a/oid usin the Internet facility at hotels, sa/in on hih Internet chares he tie-up .ith the telcos has pro/en to be the biest factor that has been responsible for the ro.th of the ser/ices and ha/e acted as a catalyst for /endors in boostin their equipment sales Indian operators ha/e learnt from the de/elopments in other countries he rates of data usae ha/e been 'ept lo. and users are encouraed to try out this connecti/ity medium ua.ei has tied up .ith ata Indiacom, 5eliance, !+, and )+7& for supply of data cards in India R3 pro/ided its #!% 3V#6 and 14 data cards to !+ and 5eliance, and =G data cards to 5eliance and ata he third ran'er of last fiscal!icroma9-has tie-ups .ith %irtel, )+7&, !7&, 5eliance, and %ircel 6li/e also pro/ides its data cards to ata Indicom he data card mar'et in India, .hich has been reisterin a ro.th of about 100 on a year-on-year basis, is set to et hotter .ith the onset of =G his sement, till no. dominated by players li'e ata and 5eliance, .ill see G+! players li'e )harti %irtel, Vodafone 3ssar and Idea
Page | 90
ellular loo'in at a bier pie, since .ith =G, they et e9tra band.idth to offer internet on-the-o %s /oice tariffs ha/e bottomed out, mar'et analysts feel that ro.th in data cards usae .ill not only et telcos additional moolah but also cushion the drop in a/erae re/enue per user "%5P$* #eepa' Gulati, president mobility, ata eleser/ices, said, O6ur re/enues on data card contributes appro9imately 1< of the o/erall re/enues and .e e9pect this number to radually increase as the demand for data cards continue to sure amonst mobile e9ecuti/es, ro.th in the penetration of laptops and the increased need for connecti/ity 8hile #!% players li'e 5eliance ommunications and ata eleser/ices control a majority of this mar'et, .ith a share of <0 and =0 respecti/ely, ne. entrant +istema +hyam eleser/ices "++&* is an emerin player on this turf 3stimates suest that about 2< la'h data cards are sold e/ery month )y the end of this year, data card shipments in India are e9pected to touch about four m illion units O+o far, the data card mar'et .as dominated by #!% players, but .ith =G, both G+! and #!% pro/iders .ould be on a par in pro/idin data ser/ices on the mo/e, said %nshul Gupta, principal analyst at Gartner o.e/er, penetration of =G data cards .ill be radual as operators are still rollin out their ser/ices in a phased manner %lso, all operators do not ha/e pan India license, .hich limits the possibility of sellin data cards O6nce .e see some sort of stability in roll out of =G ser/ices and seamless connecti/ity, this business .ill
Page | 91
reach its pea', since it has the ability to offer hih speed data ser/ices, added Gulati he industry is of the firm belief that affordable tariff plans, prices of data cards, the con/enience data cards offer in accessin the internet, and the ro.in needs to use data cards by business and personal tra/elers, .ill dri/e the future ro.th of the data card sement in India 5ecently, 5om has slashed its data card prices from 51,?CC to 51,0CC and offers unlimited data usae at affordable tariff at 51AC across the country e9cept the top 1,000 to.ns ata also has t.o /ariants costin 51,>CC and 5CCC O%5P$ in data card /aries any.here bet.een 5A00-B00 8ith increased competition, data card tariffs and prices .ill o do.n Inno/atin and differentiatin these ser/ices .ould be a 'ey for operators =G data cards .ill demand a premium o.e/er, due to spectrum constrains on =G, the quality of ser/ice on =G data cards .ill be hampered, %bhishe' hauhan, senior consultant, I Practice, :rost ( +ulli/an, +outh %sia ( !iddle 3ast Vodafone 3ssar and Idea ha/e already launched =G ready $+) modem O8e are determined to pro/ide superior mobile internet e9perience 8e are the only operator in G+! space .hich is aressi/ely e9pandin data card mar'et and currently larest importer of data card in G+! space, said an Idea ellular spo'esperson
Go,t( 0a#to%
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!ultiple factors .or'ed in fa/or of the data card industry in India in : 2011 that led to momentum in the sale of data cards all across the /erticals %nytime, any.here accessibility is the dri/in force for the data card mar'et ro.th 8ith rise in the sales of netboo's and laptops, portability is of prime importance and that is bein uaranteed by a seamless internet connection by data cards !obility can be easily said to be the $+P that has been dri/in this sement
#ata cards are not only addressin the hih-end enterprise and business sements, but also multiple sements li'e students, self-employed entrepreneurs, households, business /erticals, consumers in smaller to.ns, etc Prepaid users are contributin in a bi .ay to this sement %s con/enience and consumption become a 'ey factor, there is an uphill climb in the number of subscribers optin for data cards
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%ffordability is also a major push factor as the prices ha/e one do.n hea/ily .hich has led to an upta'e e/en by mid le/el consumershe ro.th has been such that the fi9ed broadband is also facin touh competition from the mobile broadband
Geene Pa%t"e% onsumers ha/e started loo'in beyond the connecti/ity pipe no., and ha/e become deeply interested in ettin access to 'ey applications 6b/iously 'ey entertainment applications li'e sonF/ideo do.nload as .ell as li/e V ha/e been the most popular and do.nloaded applications in tune .ith the lobal trend he number of mobile broadband subscribers surpassed #+& subscribers for the first time in 200C and since then e/ery fiscal has clearly seen the tilt of the consumers adoptin mobile broadband 8ith this mar'et dynamics, the future for data cards is positi/ely on the brihter side houh some arue that .hen mobile phones could be used as modems to access internet, .hy spend more on another card 8ell, .ith data cards you donEt ha/e to .orry about the battery or carryin another cable to connect %bo/e all, the access rate is cheaper for the cards he broadband .ireless proposition is dri/in e9ponential ro.th in internet usae by pro/idin affordable al.ays-on ser/ices and allo.in the fle9ibility of mobile internet access throuh data cards
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T(e Deteent%
%ll players are competin .ith each other to i/e affordable tariff rates for their data cards )ut still the rates are /ery hih .hen compared to countries li'e the $K In the $K, .ireless broadband connection throuh =G technoloy costs about 10 per month and that too .ith a data do.nload speed faster than 2
OBJECTIVES OF THE STUDY
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•
• • •
o et the feedbac' of retailers reardin the products ( ser/ices of the company o identify companyHs position amon competitors o 'no. the competitors product ( policies from retailers o find out customer buyin beha/iour
SUBOBJECTIVES •
o 'no. .hether there is proper flo. of information or not
•
o find out the performance of distributors
• •
• •
o identify .hich companyHs data card retailer is pushin ( .hy o determine those factors .hich persuade retailers for pushin a #ata card o find out .hat influence customer .hen he is purchasin data card o find out the consumer preference of #ata card amon /arious data card manufacturers
Re%ea#( Met(o!olo&/ 5esearch methodoloy is a .ay to systematically do the job It may be understood as a science of studyin ho. research is done scientifically he most desirable approach .ith reards to the selection of the research methodoloy depends on
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the nature of particular .or', time and resources a/ailable alon .ith the desire le/el of accuracy
5esearch ype
#escripti/e 5esearch
#ata +ource
Primary #ata
5esearch Instrument
Questionnaires
ype of Questionnaire
+tructured
+ample $ni/erse
5etailer
+amplin !ethod
@udmental
ontact !ethod
Personal Inter/ie.
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DATA ANALYSIS ? INTERPRETATION
1 8hat is your monthly sale of data card
"a* $p to 10 "b* 10 to 20 "c* !ore than 20 No* Of Data Ca!
"a* $p to 10 "b* 10-20 "c* !ore than 20
No* of Reta$le%
=0 =2 =B
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(o+ o' Daa *ar$#
Inte.etat$onN =B of the retailers responded that they sell more than 20 #%%
%5#+ per month, .hereas =2 of them said that they sell 10-20 #%% %5#+ per month, and rest =0 responded that they sell up to 10 data cards per S month 1 E 4 I 2* 8hich one is the op sellin data card 8 T E 1 Po%$t$on Ban!% I ata Photon II Idea III ata #ocomo IV 5eliance V !+ VI )+7& VII Vodafone
No* of Reta$le%
A= 1< B > < 1 0
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ETIES
Inte.etat$on1 %ccordin to the responses i/en by the retailers sur/eyed,
%% P667 is the most sold Internet +er/ice Pro/ider, follo.ed by I#3%
S D ( and ata #66!6 8 1 B =* 8hat is the $+P of top sellin data card
O.t$on%
ariff Plans 7et.or' +er/ices !odem Price +peed
No* of Reta$le%
=2 20 10 A =2
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S 1 E 4 I 8 T E 1
Inte.etat$on1 he tariff Plan is the main $+P accordin to retailers
.hich differentiate a #ata ard of a particular company %fter ariff Plan retailer i/es focus o/er the +peed ( then on 7et.or'
?* 8hat is the monthly sale of #66!6 #ata ard "in numbers* "a* $p to 10 "b* 10 to 20 "c* !ore than 20 No* of Data Ca!
"a* $p to 10 "b* 10 to 20
No* of Reta$le%
C2 A
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"c* !ore than 20
2
S 1 E 4 I 8 T E 1
(o+ o' Daa *ar$#
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Inte.etat$onN C2 of the retailers responded that they sell up to 10 #66!6
#%% %5#+ per month, .hereas A of them said that they sell 10-20 #66!6 #%% %5#+ per month, and rest 2 responded that they sell more than 10 #66!6 data cards per month <* 8hich )rand of data card do you suest to customers ( .hy a* )+7&
e* ata #ocomo
b* 5eliance
f* Vodafone
c* Idea
* !+
d* ata Photon
Ban!%
No* of Reta$le%
"a* )+7&
1
"b* 5eliance
=
"c* Idea
1=
"d* ata Photon
A=
"e* ata #ocomo
1=
"f* Vodafone
0
"* !+
>
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Inte.etat$on1 %ccordin to the responses i/en by the
retailers sur/eyed, most retailers suest %% P667, follo.ed by %% #66!6 as .ell as I#3%
WHY
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Inte.etat$on1 5etailers said that they prefer promotin the
)5%7# .hich pro/ides ma9imum P56:I !%5GI7, after .hich they promote the )5%7# .hich is ha/in better ser/ice quality
A* 8hether you et P6P ( Information of ne. schemes and offers on time "a* 3+ "b* 76
O.t$on%
No* of Reta$le%
"a* es
B2
"b* 7o
1B
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Inte.etat$on1 !ajor part of the respondents, ie B2 says that
they et P6P ( information of ne. schemes on time It can be interpreted that there is proper flo. of information ( also on time ,but .e still need to impro/e in areas li'e +.arate, Kar/e naar, .arje, handan naar ( Kothrud etc because some retailer of these areas come to 'no. about ne. schemes from ustomers >* o. do you come to 'no. about ne. schemes ( plan "a* +!+
"c* Posters
"b* #+3
"d* alls
O.t$on%
No* Of Reta$le%
"a* +!+
2A
"b* alls
20
"c* #+3
?B
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"d* Posters
A
Inte.etat$on1 ?B of the retailers responded that they come
to 'no. about ne. schemes from #+3, .hereas 2A of them said that they come to 'no. about ne. schemes from +!+, and rest 2A responded that they come to 'no. about ne. schemes from calls ( posters B* 8hat is the frequency of #+3 /isit "a* 6nce a .ee'
"d* #aily
b* .ice a .ee'
"e*7one
"c* hrice a .ee'
O.t$on%
No* Of Reta$le%
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"a* 6nce a .ee'
1C
"b* .ice a 8ee'
21
"c* hrice a .ee'
<1
"d* #aily
=
"e* 7one
A
Inte.etat$on1 !ajor part of the respondents, ie <1 says
that #+3 /isit hrice a .ee' ( 21 retailers said that #+3 /isit .ice a .ee' 8hereas,= said that #+3 /isit #aily +o far the performance of distributor is ood but, there are retailers .here they /isit once a .ee' or none "in areas li'e s.arate, Kar/enaar, .arje ( Kothrud etc* C* In your opinion .hich brand do customers enerally as' for a* %% #66!6
b* %% P667
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c* I#3%
f* V6#%:673
d* 53&I%73
* !+
e* )+7&
Ban!%
No* of eta$le%
"a* ata #ocomo
1?
"b* ata Photon
>1
"c* Idea
1?
"d* 5eliance
A
"e* )+7&
1
"f* Vodafone
0
"* !+
2
Inte.etat$on1 %ccordin to the responses i/en by
the retailers sur/eyed, %% P667 is the most preferred brand, follo.ed by ata #66!6 as .ell as I#3%
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10* 8hich one is the most important factor for customer .hich affects their
Purchasin decision
"a* Price
"d* %/ailability in +tore
"b* 7et +peed
"e* 6ffers ( #iscounts
"c* ariff Plan
O.t$on%
"a* Price "b* 7et +peed "c* ariff Plans "d* %/ailability in +tore "e* 7et.or' "f* 6ffers ( #iscounts
No* Of Reta$le%
12 1<
Inte.etat$on1 he ariff Plan is the main factor, .hich
influence customers in purchase decision %fter considerin the less e9pensi/e ariff Plans customers focus on the 7et +peed factor
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CONCLUSIONS AND RECOMMENDATIONS* Ob%e3at$on1 `
#66!6 ha/in se/eral types of tariff plan but itHs e9pensi/e ( also the modem price"photon rechare
` `
/ouchers start from 5s 200* here is lac' of technical support staff he distributors reach is di/erse, in some areas the distribution is ood .hile in some other areas it is not up to the mar'"li'e in +.arate, Kar/enaar ( :atima
`
naar* he marin i/en to 5etailers by #66!6 is less than the other competitors +o retailers try to con/ince customer to buy competitors product "&i'e photon i/e <0 ( Idea i/es on e/ery ? acti/ation rs ?00 J
`
comm ( on B acti/ation 1 net setter free* %lso many retailers complain about no credit period
`
a/ailable %lso it should .or' to.ards impro/ement of its after sale ser/ice !ain complain of retailers to.ards
`
#66!6 is ser/ice problem %lso many retailers ha/e complain about their claims pendin "there are retailers in Kar/e naar .hoHs claim is pendin since #ecember*
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Re#o''en!at$on1 `
ompany can launch tariff plans on .hich unused data can be carry for.arded ( can also launch tariff plans
`
.hich start from 5s 200 ( 5s =00 ompany can ha/e separate echnical +upport team to ser/e customers for after sales ser/ices acti/ity
`
houh databases are there they are not used properly he sales person should ha/e to understand customer relationship manaement concept ( not just sell but maintain ood lon-term sustainable relations .ith retailers because in future if they become loyal to us then they .ill differentiate us from the competition ( they ha/e to /isit each retailer at least t.ice a .ee'
`
ompany can also hire some :!G distributor because they also ha/e ood net.or' or company can con/ert any retailer .ho sells more in to distributor
`
#66!6 should also increase the profit marin of retailers +o retailer should try to con/ince customer to buy it"li'e ata Photon ( I#3% 7et +etter did*
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`
#66!6 can customi;e its credit policy accordin to retailers"should ha/e at least 1< days credit period*
`
#66!6 also ha/e to update its after sales ser/ices team to ser/e customer better
`
#66!6 should pro/ide claims on time "&i'e ata Photon did* ( must a/oid this problem, other.ise retailer stop pushin our products
A!!$t$onal S"&&e%t$on%1 `
here are hue mar'ets near collees, %reas li'e /adaon
(
'ar/enaar
.here
connections
are
increasin day by day, company needs to tap these mar'ets /ery .ell `
!a9imum retailers .ant demonstration modem or promoter :or e #66!6 can hire 1 promoter for = areas .ith demonstrations modem
`
5etailer education proram in .hich you .ill teach to 1< retailers on efficient .ay s of shelf manaement, stoc' 'eepin ( customer interaction etc by this .e can increase retailers loyalty
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B$bl$o&a.(/
Page | 114
T(e Content (a% been #olle#te! fo' t(e follo,$n& %$te% an! ,eb.a&e1
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ANNEXURE
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@UESTIONNAIRE
P&3%+3 P56VI#3 3 :6&&68I7G I7:65!%I67 :65 3 +$5V3
Re%.on!ent@% Deta$l% Na'e1 Na'e1
Stoe
A!!e%%1 #o!e1
P$n
Mo!e of B"%$ne%%1 S$&nat"e1 Conta#t N"'be1
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1* 8hat are your !onthly sales of data cardN
a* 0-10
b* 10-20
c* !ore han 20
2* 8hich one is the op sellin data cardN
=* 8hat is the $+P of top sellin data cardN
?* 8hat is the !onthly sale of #ocomo data card "In numbers*
a* 0-10
b* 10-20
c* !ore han 20
<* 8hich )rand of data card do you suest to customers ( .hyN d* )+7& e* 53&I%73 f* I#3% * %I53& e* %% I7#I6! f* %% #66!6 * Vodafone h* !+
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A* 8hether you et P6P ( Information of ne. schemes and offers on timeN
"a* 3+ "b* 76
>* o. do you come to 'no. about ne. schemes ( plan
"a* +!+ "b* #+3 "c* Posters "d* alls
B* 8hat is the frequency of #+3 /isit
"a* 6nce a .ee' b* .ice a .ee' "c* hrice a .ee'
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