Penetration In Rural Telecom

PENETRATION IN RURAL TELECOM (AIRTEL)

Prepared by UTKARSH SINGH F- 25

Rural Market Striking Points 1. Availability 2. Affordability 3. Acceptability 4. Awareness

Product Categories • • • •

Sim selling Paper voucher recharging E- recharging P.C.O. connections

Bharti Airtel 1. Largest Private Integrated Telecom Company in India 2. 3rd Largest Wireless Operator in the World 3. Largest & Fastest Growing Wireless Operator in India 4. Vision 2010

CUSTOMERS 1. Rural Household 2. Small time business 3. Village e –kiosks 4. Travelers

Competitors Analysis March 2008

Research Objectives: 1.To study the Airtel reliability in rural sector. 2.To study the effect of sales promotions in telecom sector 3.To study rural consumer behavior. Limitations Of The Study : 1.Reluctance on the part of the respondents to provide exact details. 2.Lack of sufficient time to cover the whole R.S. point as sample.

Sample size: The sample size for this project was household’s, Outlets providers and retailers in the R.D. Point.

Assumptions 1. The area selected is assumed to represent whole universe of Indian rural telecom market. 2. Data collected are assumed to be bias free from side of respondents, interviewer or any other mediaries. 3. Whole research and analysis part based on data collected is carried out under unbiased environment.

OJT Day To Day Activity 1.To visit different villages under R.D. Point. 2.To encourage small shopkeepers for selling Airtel products. 3.To find out the constraints in growth of rural telecom 4.Interact with customers to find out grievances.

Target To open at least 10 Retail counters in R.D. Point.

Outcomes Of Research 1. 2. 3. 4. 5.

• • • •

Reasons Of Slow Growth Rate Strong appearance of the competitors Lack of infrastructure in semi-rural and rural areas. Low awareness about the company policies. Poor advertising. Due to high No. of mobile subscriber there is a congested space for landline connections. Solutions to the problems Ensure more reliability and faith in company brand. To attract the rural population strong advertisement is strongly needed. To attract the customers for landline connections. Solutions for low ARPU

Strategy For Rural telecom The strategy can be classified in two categories: 1. Areas without mobile coverage 2. Areas already having mobile coverage Areas without mobile coverage 1. Creation of infrastructure for provision of Mobile Services in rural and remote areas 2. Provision of Broadband connectivity to villages in a phased manner 3. Creation of general infrastructure in rural and remote areas 4. Induction of new technological developments in the telecom sector in rural and remote areas

Areas already having mobile coverage 1. Affordability of Services 2. Overcoming the language barrier 3. Tie-up with Department of Post Constraints • • • • • • •

Acquisition of Land Lack of Infrastructure sharing Power Supply Operation and Maintenance cost Low Average Revenue per User (ARPU) Affordability of Services Low literacy levels (Relevant mainly for Broadband)

Target achievement

Conclusion Over two thirds of India's population live in rural surroundings and in these telecoms have not really made their presence felt to any real extent.

Telecom companies are targeting the rural areas. Companies driving technology into this sector of the market the effect is likely to be a boom in telecoms demand. It is probable in these rural areas that cheap call rates will link with state-of-the-art technology to boost teledensity and offer more freedom.

Thank You