Marketing Of Mobile Services2 (2)

MARKETING OF MOBILE SERVICES BY: ANURAG GOYAL(708) HARSH SINGH(718) RAVI MISHRA(738) SOUMYA NARAYAN GORAI(750) SUKHPRIT SINGH(752)

MOBILE SERVICE PROVIDERS 1.ON THE BASIC OF MARKET SHARE MOBILE

PUBLIC PLAYERS

M.T.N.L. B.S.N.L.

SERVICE S PROVID ER

AIRTEL

PRIVATE PLAYERS

HUTCH IDEA RELIANCE TATA

Continue ..

2.ON THE BASIC OF TECHNOLOGY

GSM

CDMA

(Global System for Mobile)

(Code Division Multiple Access)

AIRTEL

RELIANCE HUTCH

AIRCEL

SPICE

BSNL

RELIANCE

IDEA MTNL

BPL

TATA INDICOM

Continue ..3.ON THE BASIC OF PAYMENT ( POST PAID

& PRE PAID)

 Prepaid

overtook contract connections in 2004; it now accounts for 65% of the service providing industry.

 Prepaid

is fueling subscriber growth in low-income markets

“The market is, and will be, predominantly prepaid. It won’t change significantly in the future since it relates to the psychology of the users.” TELECOMS OPERATOR

MARKETING MIX

PRODUC T

Continue ..

PRICE

It has to follow the pricing rules and regulation of TRAI

Continue .. Shahrukh khan

•Promotion through colleges and institutions •Airtel Movie Hungama Punch line:

Mahendra Singh Dhoni

•Reliance advertisement is most

ANY TIME ANY WHERE

PROMOTIO N

suitable to common people Punch line: KAR LO DUNIA MUTHE MEIN

Rahul Dravid , Irfan Khan

•Hutch Delhi half Marathon. Punch line: WHEREVER YOU GO OUR NETWORK FOLLOWS..

Preity Zinta

•One India plan •Low on promotional activities Punch line :

Some of the Ad campaigns

Continue .. •International Roaming spread over 240 networks. • 23 telecom circles •Wide coverage network

PLACE •16 locations over 23 circles in India. •Covering 1000 towns and cities in India. •International Roaming spread over 300 networks.

It connects 602 districts,7330 cities/towns and 5.5 lakhs villages. 24 Telecom Circles

•Available in all through o

•Weak in the north easter states. •Limited connectivity

COMBINED MARKET SHARE

Group Company

Airtel(GSM)

Total Subscribers

44763391

Reliance (CDMA + GSM) 33252763

Vodafone Essar(GSM)

BSNL(GSM)

30578189

28979034

THE MOBILE OPERATOR VALUE CHAIN Network Current ownership & operation state

Future state

Network ownership Network operation

Back-office,

Customer Services

Marketing

Sales

One market

Sales

Back-office

Customer service

Marketing

Sales

In-house

Via

Many segments

partnership

REDEFINING THE VALUE CHAIN Customer empowerment is catalyzing customer centricity  Platform rationalization and network outsourcing are the foundation blocks of a new operating model  The value chain is not just a cost-reduction strategy, as it enables customer segmentation 

VALUE ADDED SERVICES The Mobile VAS industry in India is estimated at Rs. 2850 crore at the end of 2006 and is estimated to grow at 60% to touch Rs. 4560 crores at the end of 2007. This space is currently completely dominated by entertainment services and comprises of; P2P SMS -Rs. 1140 crore; Ringtones - Rs. 1026 crore;

P2P

FINDINGS  BSNL is the cheapest and Airtel the most expensive.  Airtel’s connectivity is the strongest.  Airtel spend the most on advertisement.  Airtel is the market leader.  Airtel and BSNL are having their presence in every circle

of the country.

 According to the marketing mix analysis,Airtel offers a

quality service,

RECOMMENDATIONS  Creating Brand awareness in small cities and towns  Building Infrastructure for better connectivity  Direct marketing  Service Providers should further penetrate the rural

market and keep their price low so as to remain market leader.

 Airtel should introduce new schemes to woo back the

customers who want service at lower price.

 BSNL-Customer care Department should be focused and

result oriented and increase their efficiency just like Airtel and Hutch.

CONCLUSION To hold market , service providers need to provide the best services to their customers.

BIBLOGRAPHY While preparing this project we took our primary &secondary dates' from the following Department ,Authority & companies.

Took the help of the following companies WEB SITES :

THANK YOU