1

PROJECT ON:
MARKET RESEARCH AND NETWORK ROLLOUT
For

BHARTI AIRTEL Ltd, KOLKATA

Submitted
To
ANNEX COLLEGE OF MANAGEMENT STUDIES

For the partial fulfillment of the MBA programme

By

Vishal Yadav
Roll no: 71679147

Under the Guidance of

Mr. Tausif Ahmed

Mrs. Debopriya Chatterjee

TERRITORY MANAGER Mktg.

DEAN SECREATERY

BHARTI AIRTEL LTD,

KOLKATA

ANNEX COLLEGE OF MANAGEMENT STUDIES

KOLKATA

ACKNOWLEDGEMENT
At first I would like to thank the Almighty, for his blessing.
I wish to express my appreciation and thanks to all those with whom I have had the
opportunity to work and whose thoughts & insights have helped me in furthering my
knowledge and understanding of the subject.
Every page of this report reminds me about the moral support and guidance that was
bestowed upon me by my esteemed Guide, professors, friends and family members
throughout the duration of the project.
I am also indebted to Mr. Avik Bhattacharya, HR Head of Bharti Airtel Ltd., and Kolkata
for giving me the opportunity to do this project. My sincere gratitude goes to my company
Project guide Mr. Tausif Ahmed and Mr. Bijit Sen, Marketing Mangers, Bharti Airtel Ltd.,
Kolkata without whose valued guidance, encouragement and inspiration the completion of
this project would ever have been possible.
Last but not least, I would like to express my gratefulness to my faculty project guide
Mrs. Debopriya Chatterjee, Annex College Management Studies, Kolkata for guiding me
through out the project spending his precious time and sharing his valuable knowledge.
Again I want to express my heartily regards and love towards my friend
students of different B-Schools for his co-operation and support for the same project.

Table of Content
Particulars

Page No.

Certificate from the Company

Acknowledgement

Executive Summary

Statement of the Problem

Introduction to the Telecom Industry

History of Indian Telecom Industry: (A brief idea)

Expansion of Networks

Subscriber Base in Million

Wire line services

10

Wireless Services

11

Internet Services

11

Broadband Subscribers Share (Technology wise)

12

Growth of Wire line and Wireless Services

13

Performance of service Provider in Quarter

14

Wire line subscriber in Million

14

Quality of Service performance of Wire line Service Operators

19

Growth Pattern of Internet Services

27

Quality of Services performance of Broadband services Provide

29

Trend in Teledensity

29

Telecom Structure and Regulation in India

29

Department of Telecommunications (DoT)

Telephone Regulatory Authority of India (TRAI)
Regulation in the Circle
Company Profile
Company Profile
Business Division
Mobile Services

30
31
31
31
31
32

Broadband and Telephone Services

Partners
Airtel Vision
Airtel Mission

33
33
33
34
34

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Airtel Brand Attributes
Marketing Strategy
Flanking: (The Competition)
Marketing Objective

34
35
35
36

Programme Objective
Brand Advertising
Airtel and Visual Identity
Airtel Logo
Airtel Image Style
Airtel Typographical Style
Airtel Color Palette
Promotion
Brand Values
Brand Positioning
Awards and Achievements

36
36
36
36
36
37
37
37
37
38

Products
Product Life Cycle

39
40

Competitors
Point of Difference

40
40

Some Salient Features

40

Business Divisions

40

Mobile Services

41

Prepaid

41

Postpaid

41

Feature on Broadband

41

Speed on Demand

41

Game on Demand

41

AirtelPC secure

42

Wifi

42

Enterprise Services(Corporates)

42

Enterprise Services(Carrier Services)

43

Airtel Broadband Services

43

Broadband Advantage

44

Technology used for the broadband services

45

Internet Services (Data Card and GPRS)

45

DATA Card

45

USB Modem

45

38

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GPRS/MO SERVICE

47

Network Coverage in Kolkata for Broadband

47

COMPETITORS ANALYSIS ON BROADBAND SERVICES

50

Return on Investment (ROI)

52

The Process Of New Network Rollout

56

Project Planning

56

Market potential planning

56

Tag Augmentation Planning

58

Competition Analysis using SWOT Analysis

59

SWOT for Airtel

60

SWOT for BSNL

61

SWOT for Reliance

63

SWOT for TATA Indicom

64

SWOT for Sify

65

SWOT for Alliance

65

Projection for new Network roll out

66

Conclusion

68

References

69

Webliography

70

EXECUTIVE SUMMARY
Company Briefing
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's
largest mobile phone and Fixed Network operators. With more than 60 million subscribers
as of 31st March 2008.It offers its mobile services under the Airtel brand and is headed by

7
Sunil Mittal The company also provides telephone services and Internet access over DSL in
14 circles. The company complements its mobile, broadband & telephone services with
national and international long distance services. The company also has a submarine cable
landing station at Chennai, which connects the submarine cable connecting Chennai and
Singapore. The company provides reliable end-to-end data and enterprise services to the
corporate customers by leveraging its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth
access through the gateways and landing station.

Statement of the problem

I have been working in the Telemedia Services department of Airtel in Kolkata.
This department has been designated the Telemedia( i.e. Broadband,fixedline &IPTV).I
started the project on 22nd April, 2008 .Till date I have been provided the opportunity to
learn 3 different type of processes which are:
1. Market potential mapping and New area roll out.
2. Tag Augmentation project.
3. Competition analysis through SWOT analysis.
4. Projection for New Network Roll out.
1) Market potential planning
In Kolkata, Airtel has installed 1, 06,000 tags, (the connection given to an individual
landline phone or broadband customer is called a Tag) as on April, 2008, according to
company sources. The company has now decided to roll out more tags to cover about 70 to
80% of Kolkata.

Purpose or objective:
The rationale behind the new area layout project was to:

8
To ascertain the establishments in Kolkata where the roll out of new tags is feasible
and optimal (i.e. in confirmation with ARPU levels).
To ascertain the competitors presence and strength in various areas of Kolkata.

Methodology:
Individual observation and survey method was utilized to select:
New Apartments under construction or Residential complexes under construction.
Commercial houses or shops.
Corporate offices
3 to 5 year old apartments and residential complexes.
There was a specified criterion for selecting these establishments as all of them cannot be
selected. The company installs tags all across Kolkata according to ARPU i.e. Average
Revenue Per User.
2) Tag Augmentation Project:
In Kolkata there are 1,06,000 tags that have been installed
by Airtel throughout the city. The actual utilization of tags (i.e. tags actively used for voice
calls and broadband) is a mere 38%, according to company sources.

Objective or Purpose:
To increase the tag utilization levels to 50% thereby decreasing the losses of the
company resulting from underutilization of resources and increasing revenue of the
company at the same time.
To remove the grievances of the existing consumers by reinstalling the useless tags
and noting down complaints for repairing and replacing the choked tags.

3) Competition Analysis using SWOT Analysis

Objective or purpose:
To do a SWOT analysis of the competitors so that Airtel can know their rivals well.
The weakness of the rival firm will be opportunity for the Airtel to get an edge over its
competitors and the threat to Airtel would be strength of the competitors.

INTRODUCTION TO THE TELECOM INDUSTRY

History of Indian Telecom Industry: (A brief idea)
1992

Telecommunication sector in India liberalized to bridge the gap through

government spending & to provide additional resources for the nations
telecom target. Private sector allowed participating

1993

The telecom industry gets an annual foreign investment Rs 20.6 million

1994

License for providing cellular mobile services granted by the

government of India for the Metropolitan cites of Delhi, Mumbai,
Kolkata & Chennai. Cellular mobile service to be duopoly (i.e. not
more than two cellular mobile operators could be licensed in each
telecom circle), under a fixed license fee regime for 10 years.

1995
1995(August)
1997
1998

19 more telecom circles get mobile licenses

Kolkata became the first metro to have a cellular network
Telecom Regulatory Authority of India is set up
Annual foreign investment in telecom stands at Rs 17,756.4 million.

1999

FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7

1999
1999(March)
2000(June)
2000 (January)

million
Tariff rebalancing exercise gets initiated
National Telecom Policy is announced.
FDI inflow drops further down to Rs 918 million coming
Amendment of TRAI Act.

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2000 onwards

Expansion of the network

The telecom sector has shown robust growth during the past few years. It has undergone a
substantial change in terms of mobile versus fixed phones and public versus private
participation. The following table shows the growth of telecom sector since 2003:

Items
Fixed

March03
41.33

Subscriber Base (in Million)

March04 March05 March06
40.92
41.42
40.23

Lines
CDMA
GSM
Wireless

0.61
12.69
13.30

9.46
26.15
35.61

15.92
41.03
56.95

32.67
69.19
101.86

42.36
121.36

GSM
Gross Total 54.63

76.53

98.37

142.09

203.06

March07
39.34

(CDMA &

Source-COAI
As per the details given above, the number of telephone connections has increased from
54.63 million as on 31.03.03 to 142.09 million as on 31.03.06, exhibiting a CAGR of 37%.
Wireless subscribers have increased from 13.3 million as on 31.03.03 to 101.86 as on
31.03.06, exhibiting a CAGR of 97%. And also a phenomenal growth has been achieved in
the year 2007. But the target is much more to be filled-up in the year 2010.

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Wireline Services
Wireline services subscriber
base stood at 39.25 million in
quarter ending December 2007
as compared to 39.58 million in
quarter

ending

September

2007.

Rural Wireline Subscriber

base stood at 11.75 million in
quarter ending December 2007
as compared to 11.99 million in
quarter ending September
2007.

Wireless Services
The Wireless Market has
reached 233.62 million
subscribers as on 31st
December 2007 as against
209.07 million subscribers in the previous quarter. During this quarter 24.55 million
subscribers were added

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Internet Services
There are 10.36 million
wireline Internet subscribers at
the end of
December 2007 as compared to
9.63 million at the end of
September 2007 registering a
growth of nearly 7.64%. The
growth rate is higher as
compared to a growth rate of 4.37% at the end of September 2007.
Besides above, there are 57.83 million wireless data subscribers at
the end of December 2007 (capable of accessing data services including internet through
mobile handsets (GSM/ CDMA)).
Broadband Subscriber Growth - The number of Broadband subscribers (with a
download speed of 256 Kbps or more) was 3.13 million at the end of December 2007 as
compared to 2.67 million at the end of September 2007. The growth rate of broadband
subscribers in this quarter is 17.23%.
iii) Broadband Subscribers Share
(Technology wise) Out of these 3.13
million broadband subscribers, 2.59
million are DSL based; 0.34 million
Cable Modem; 0.10million Ethernet
LAN; 0.022million Fibre;
0.029million Radio, Leased Line
0.015million and Others are
0.029million.

13

Broadband Service
Broadband Regulations came into force with effect from 1st Jan 2007. Total number of the
Internet Service Providers providing broadband service were 72 in last quarter ending
September, 2007. No new service provider is added in this quarter Out of 72 Internet
Service Providers providing broadband service only 14 Service Providers are having
subscriber base more than 10,000 subscribers and these 14 Service providers share 98.56%
of total subscriber base in this quarter. The total number of Broadband Subscribers of these
14 Service Providers have increased from 2626377 to 3100720 by adding 4,74,343
(18.06%) subscribers in the quarter ending December, 2007.

14

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The Wireline services were provided by 6 licensed private operators in addition to

incumbents BSNL and MTNL as on 31st December 2007. List of Wireline Service
providers along with their areas of operation is given in the following Table.

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Market Share of Wireline

subscriber base
The total subscriber base of
Wireline services stood at 39.25
million as on 31st December 2007.
The incumbents BSNL and MTNL
have 80.79% and 9.16% market

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share respectively in the subscriber base, while all the six private operators together have
10.05% share.

Status of Wireline services

The Wireline subscribers are decreasing
continuously in last four quarters of 2007.
The Wireline subscriber base registered a
decrease of 324,759 lines during the
quarters from October 2007 to December
2007. The net number of wireline
subscriber has decreased to 3,92,52,371 from 3,95,77,130 as on 31st December 2007. The
overall percentage of decrease in subscriber base during the quarter is 0.82%.
During the quarter ending 31st
December 2007, some service
providers have increased their
respective wireline subscriber
base such as M/s Bharti Airtel
Ltd. From 20,75,037 to
21,78,175(+103,138), M/s Tata
Teleservices Ltd. (TTL)
(including TT(M)L) from

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629,168 to 672,425 (+43,257), M/s Shyam Telelink Ltd. from 1,58,081 to 1,58,782 (+701)
and M/s Reliance Communications Ltd. (RCL) from 7,00,051 to 780,974 (+80,923). The
reduction in the subscriber base of Wireline during the quarter ending December 2007
reported by M/s BSNL from 3,22,26,262 to 3,17,11,219 (-5,15,043) , M/s MTNL from
36,27,092 to 35,97,029 (-30,063) and M/s HFCL Infotel Ltd. from 1,61,439 to 1,53,767 (7,672).

PERFORMANCE OF INTERNET SERVICES

Service Providers & Subscribers Base: There are 10.36 million Wireline Internet subscribers at the end of December 2007 as
compared to 9.63 million at the end of September 2007 registering a growth of 7.64%. The
growth rate is higher as compared to growth rate of 4.37% at the end of September 2007.
Bharat Sanchar Nigam Ltd (BSNL) has retained its top position and reported a subscriber
base of nearly 4.99 million Internet subscribers against 4.42 million at the end of last
quarter. Mahanagar Telephone Nigam Limited (MTNL) has retained second position with a
subscribers base of nearly 1.85 million. M/s Bharti Airtel Limited is third with subscriber
base of 0.75 million (Ref. Table 3.1). Besides above, there are 57.83 million wireless

19
subscribers at the end of December 2007 (capable of accessing data services including
Internet through mobile handset (GSM/ CDMA)).

Market Share: The growth trend of Wireline

Internet Subscribers indicate a
slight increase in the market
share of PSU owned ISPs vis-vis private operators. During the
quarter private ISPs have only
33.96% market share as against
35.35% market share in the
preceding quarter. The PSU owned ISPs market share has increased from 64.65% to
66.04% at the end of December 2007.
The market share of top 5 ISPs is as under:

Among PSU owned ISPs; M/s BSNL has shown an increase of 5.04% in the
subscriber base and have 48.17% share of total wireline subscriber base. MTNL is at

20
second position and have a market share of 17.86%.

Company wise market share:

The Top 8 Internet Service Providers providing broadband service on the basis
of market share are:-

Quality of Service performance of Wireline Service Operators:

Based on Quality of Service Parameters
reported by all the Wireline Service Operators for the quarter ending December 2007, the
information on QoS performance is stated.The summary of status of the service providers
who have not met the benchmarks in this quarter as compared to previous quarter is given
in the Table below:

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22

23

24

Quality of Service Performance of Internet Service Providers

providing broadband service for quarter ending 31st December
2007: There are 72 Internet Service Providers providing broadband service having subscriber
base of 3.13 million subscribers. Among these 72 Internet Service Providers providing
broadband service 14 service providers (who are having subscriber base more than 10,000
broadband subscribers) have the total 3.10 million subscribers i.e. about 98.56% of total
broadband subscriber base. This report covers performance of these 13 Internet Service
Providers providing broadband service vis--vis the QoS benchmarks prescribed by TRAI
(as one service provider has recently crossed the 10,000 subscriber mark and will submit
QoS parameters from next quarter). Broadband Regulations came into force with effect
from 1st Jan 2007. Based on Quality of Service Parameters reported by Internet Service
Providers providing broadband service for the quarter ending December 2007.Following
table indicates the status of non-compliance in respect of QOS benchmarks for Internet
Service Providers providing broadband service:

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26

27

28

29

Trend in teledensity:
Teledensity in the country has steadily increased from 5.11% as on 31.3.03 to 12.74% as on
31.3.06 and currently stand at 20.12% as on date. However, there is a wide gap between
urban tele density (47.58%) and rural teledensity (1.84%). The rural telephony has not kept
pace with the impressive growth in urban connectivity.

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TELECOM STRUCTUREAND REGULATION IN INDIA

(A brief introduction to TRAI and DOT)
In India, Telecom sector is regulated and managed by two bodies which are as follows:
1. Department of Telecommunications(DoT)
2. Telephone Regulatory Authority of India(TRAI)

Department of Telecommunication:
The Department of Telecommunications is responsible
for policy formulation, performance review, monitoring, international cooperation, research
and development and grant of licenses to operators for providing basic and value added
services in various cities and telecom circles as per approved policy of Government. The
Department also allocates frequency and manages radio communication in close
coordination with international bodies. It is also responsible for enforcing wireless
regulatory.

Telecom Regulatory Authority of India (TRAI)

The Telecom Regulatory Authority of India (TRAI) was
formed in January 1997 with a view to provide an effective regulatory framework and
adequate safeguards to ensure fair competition and protection of consumer interests. The
Government is committed to a strong and independent regulator with comprehensive
powers and clear authority to effectively perform its functions.

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Regulation in the Circule:

As per TRAI in one circle the first two operator excluding
BSNL, will work in 900Mhz. frequency and the rest will operate in 1800Mhz. frequency.
( So they have to spend more because under 1800Mhz. frequency they have to setup 2
tower where as in 900Mhz. it is only one.)

COMPANY PROFILE
(Airtel at a glance)
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited is among India's largest
mobile phone and Fixed Network operators. It offers its mobile services under the Airtel
brand and is headed by Mr. Sunil Bharati Mittal, India's sixth richest man with a total worth
of US$6.9 billion. The company is the only operator to provide mobile services in all the
23 licensed jurisdictions (also known as Telecom Circles) in India. An aggregate of
33,711,837 customers as of December 31, 2006, of whom 31,974,038 subscribed to GSM
services and 1,737,799 subscriptions as of September 2006, the company is one of the
world's fastest growing provider of broadband & telephone services either for voice or
broadband access delivered through DSL (Digital Subscriber Link. The company also
provides telephone services and Internet access over DSL in 14 circles. The company
complements its mobile, broadband & telephone services with national and international
long distance services. The company provides reliable end-to-end data and enterprise
services to the corporate customers by leveraging its nationwide fiber optic backbone, last
mile connectivity in fixed-line and mobile circles and international bandwidth access
through the gateways and landing station.

32

NAME

DESIGNATION

Sunil Bharti Mittal

Manoj Kohli
Akhil Gupta
Sarvjit Dhillon

Chairman & Managing Director

President & Chief Executive Officer
Joint Managing Director
Chief Financial Officer & Director
Strategy

Business Divisions
Mobile Services :Airtel offers mobile and fixed wireless services (FWP) using GSM
technology on 900MHz and 1800MHz bands, and are the largest wireless service
provider in the country, based on the number of customers, with 31,974,038 mobile
customers accounted for a market share of 21.8% of wireless market, as on December 31,
2006.
Airtel offer postpaid, prepaid, roaming and value added services through extensive sales
and distribution channel covering over 490,000 outlets. There network is present in 4,581
census towns and 176,593 non-census towns & villages in India, thus covering
approximately 54% of the countrys population.

Broadband & Telephone Services :Airtel provide broadband (DSL) & telephone
services (fixed line) in 94 cities with 1,737,799 customers as on December 31, 2006 of
which 31.6% subscribed to broadband services. The objective of broadband & telephone
business is to have a presence in cities with high revenue potential. Airtel product offering
in this segment includes supply & installation of fixed-line telephones providing local,
national & international long distance voice connectivity and broadband Internet access
through DSL. The business also provides value added services such as intelligent network

33
based advanced management services, viz. toll free numbers, virtual private automatic
branch exchange networks, ring back tones and call forwarding among others.

Partners:Bharti has redefined paradigms in the telecom industry through its innovative
managed services agreements in the area of mobile network maintenance, management and
deployment with Ericsson, Nokia and with IBM for the consolidation, transformation and
management of the comprehensive IT infrastructure and applications. Bharti has a market
capitalization of over USD14 billion and has SingTel and Vodafone as international
strategic partners.

Business Divisions:
1) Mobile Services
2) Airtel Telemedia Service
3) Enterprise Services(Corporates)
4) Enterprise Services(Carrier Services)
AIRTEL VISION
"To provide global telecom services and delight customers."
By 2010, we want Airtel to be the most admired brand in India.

Loved by more customers

Targeted by top talent

Benchmarked by more business

AIRTEL MISSION
We will meet the mobile communication needs of our customers through:

Error- free service delivery

Innovative products and services

Cost efficiency

Unified Messaging Solutions

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AIRTEL BRAND ATTRIBUTES

Fresh

In-touch

On my side

Can-do

MARKETING STRATEGY
Bharti Airtel bold strategy for the growth company business and
marketing. Indias first private operator to make cellular profile has an aggressive
marketing strategy in all areas of fixed and wireless telecoms
Airtels marketing strategy to penetrate different segments:

Focusing its attention on youth ,women and senior citizens, cellular service
provide Airtel

unveiled its

new market segmentation strategy

by

introducing prepaid, postpaid plans.

Another plan was launched for the senior citizens and women

In short Airtel wants to penetrate in all the feasible segments

AIRTEL offers GPRS.

Network connectivity in rural areas along with existing circles is specially

taken care of and $15 bn was spent for this purpose.

FLANKING: (THE COMPETITION)

Thus facing a tough a competition Airtel does have a strategy
to maintain its position.

It continues to target the interior packets of the mobile industry

Had been targeting the youths and launched FREINDZ for its customers of age
between 15-19 yrs

Launched a innovative LADIES SPECIAL

35

Launched KHUSI - cheapest ever service

Launched of BLACK BERRY dominated it as leader

Launched of FUTURE FACTORY centers of innovation & pioneer mobile

applications like
o

mobile pay phones

mandi rates

mobile register

MARKETING OBJECTIVES
Bhartis objective is to differentiate itself in Indias highly
Competitive communications environment by ensuring customer delight
through personalized customer service and accomplishing this through a highly
cost-effective business model.
PROGRAMME OBJECTIVE
BRAND & ADVERTISING:
Airtel and Visual Identity
For a brand to be successful, it meet build enduring relationships
with its different audiences integral to this relationships is the visual image of the brand the
consumer carrier in his/her mind. The Airtel brand image is created through the consistent
application of a carefully developed visual identity, which helps AIRTEL distinguish itself
in a cluttered market. Airtels visual identity helps create instant brand recall and strength
the relationships that its audience have with it.
The AIRTEL visual identity has different eliminate that work together to create a strong
and consistent identity of the band. The most important of these are:

36
o

AIRTEL LOGO The AIRTEL logo is a strong, contemporary and

confident symbol for a brand that always ahead of the rest. It is specially
drawn word mask.

AIRTEL IMAGE STYLE It incorporate two solid, rectangular forms

counter forms creates an open doorway.

AIRTEL TYPOGRAPHICAL STYLE The title case lettering with its

capital A was deliberately chosen to reinforce the brands leadership
position. The red dot on the letterform 1 was Airtels focus on innovation.
The Express yourself are very much part of the brand identity.

AIRTEL COLOR PALETTE The lettering is grey as that the pure black
of Airtel is visually unharmed CATEGORY ANALYSIS

PROMOTION
The early advertising for Airtel focused on mobile phones as a key business
and lifestyle tool. The tag line 'Power to keep in Touch' used in the brand promise was
designed to make the user feel 'in controlpowerful'. As the category developed with
prices going down sharply, Airtel began talking to a wider spectrum of potential users. This
was the birth of the 'Touch tomorrow' positioning. Airtel started talking to new segments by
positively positioning and establishing itself as a brand that improved the quality of life.
In its strategic drive to emotionally connect with the mass market, Airtel has also used
cricket, Bollywood and music as carriers. Through this exciting journey Airtel has been
personified as a leader - innovator, likened to Amitabh Bachchan, Sachin Tendulkar and
Shah Rukh Khan. Airtel has always stood out as a dynamic and a caring brand. In this
journey Airtel has created some highly acclaimed.
Campaigns like the Leadership campaign, the Quality Time campaign, Magic Dalo, Say
Hello launch campaign, the Magic Hai to Mumkin Hai campaign, the
A R Rehman Live Every Moment campaign and the new Express Yourself campaign. Much
like a pied piper, the Airtel brand has attracted and retained the first customer it acquired in
1995 to the six-millionth it acquired in 2003.
BRAND VALUE:

37
Airtel impacts the lives of millions across India - it gives people the
unlimited freedom to communicate so that they can express themselves freely. Airtel's
brand values are centered around leadership, performance, trust, care, innovation and
sensitivity. These are reflected not just through advertising, but in fact through each
interface Airtel has with its customer.

BRAND POSITIONING:
In late-2002, Bharti Cellular Ltd. (Bharti), India's
largest cellular telephone company released a television commercial (TVC), which despite
using the 'oft-repeated' celebrity endorsement route was unusual in terms of its celebrity
selection. Instead of using the usual movie stars/sports celebrities, it chose one of the
country's most successful music composers, A.R Rahman to promote its brand.
The company also decided to undertake a comprehensive brand-building program for the
company and chose the slogan 'Unlimited Freedom' for the same. Commenting on these
changes, company sources said, "Airtel's brand identity and campaign will now have a new
younger and international look and feel.
Bharti's massive media expenditure plans were no surprise, considering the fact that it was
the largest cellular telecom company in the country - reaching over 600 million people in
16 (out of 29) states of India.
Awards & Achievements
Airtel's journey to leadership began in Delhi in 1995. Since then, Airtel has established
itself across India in sixteen states covering a population of over 600 million people. Airtel
will soon cover the entire country through a process of acquisitions and green field
projects.
As evidence of its fine record, Airtel has also been conferred with numerous awards.

For the year 2007-08

Bharti Airtel has won the CNBC-TV18 India Business Leader Award for the
Outstanding Company of the year, 2007
Bharti draws top honours at the NDTV Profit Business Leadership Awards 2007

38
Bharti Airtel Ranked 3rd on Shareholder Returns in BusinessWeek IT 100 List
Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by G.
B. Pant University

For the year 2006-07

Bharti draws top honours at the NDTV Profit Business Leadership Awards 2007
Bharti Airtel awarded the prestigious QCI-DL Shah Award on Economics of
Quality
Sunil B. Mittal chosen for this years Padma Bhushan Awards
Bharti Airtel is amongst Indias Most Admired Knowledge Enterprises in 2006
Bharti Airtel draws Top Honors at the MIS Asia IT Excellence Awards 2006
Bharti Airtel among the top 10 best performing companies in the world according
to BusinessWeek IT 100 list
Sunil Bharti Mittal is CEO of the Year at the Frost & Sullivan Asia Pacific ICT
Awards 2006 & Bharti Airtel bags Wireless Service Provider of the Year' and
'Competitive Service Provider of the Year'
Bharti Tele-Ventures is the BEST INDIAN CARRIER at Telecom Asia. (05-0506) Wins this award for the second consecutive year.

PRODUCTS
1. Telemedia Services (Broadband and Telephony Services)
2. Wireless Services
3. Value added services

39
4. Blackberry Solutions
5. Business Solutions
PRODUCT LIFE CYCLE: At a growth stage.

Major Competitors of Airtel in India

Tata Teleservices Ltd

Tata Teleservices (Maharashtra) Ltd

MTNL

BSNL

MTNL

Reliance Communications Ltd

POINTS OF DIFFERENCE:
1. Widest spread network.
2. Congestion free network.
3. Customized Service
In order to maintain its profitability and sales volumes it has encompassed these steps:

Total cost control

Value added services

Thus with its better cost control and with value added benefits to its consumers
AIRTEL can maintain NO 1 position in the market.

Business Divisions:
a) Mobile Services

40

b) Airtel Telemedia Service

c) Enterprise Services(Corporates)
d) Enterprise Services(Carrier Services)
1) Mobile Services:
Bharti Airtel offers GSM mobile services in all the
23-telecom circles of India and is the largest mobile
service provider in the country, based on the number
of customers

PREPAID:
Enter the world of limitless possibilities with Airtel Prepaid.
The service that helps you give, words to every feeling, an expression to every emotion.

POSTPAID:
Life becomes much simpler with your Airtel
Postpaid. It gives you the unlimited freedom to reach out to people in your special way

1) Airtel Telemedia Service:

The group offers high speed broadband
internet with a best in class network. With Landline
services in 94 cities we help you stay in touch with your friends & family and the world.

Features on Broadband:
a) Speed on Demand:
With our innovative service, you can enjoy a dedicated
speed of up to 2 Mbps without having to change your
subscription plan.Whats more, you only pay for what you
use

41

b) Game on Demand:
Airtel, in alliance with Indiagames brings you a wide range
of high-quality and exciting games. Enjoy unlimited games
at Rs. 199 per month.

c) Airtel PC Secure::
One of the best in PC security, to provide you and your
family with our great value online security package.
d) Wifi: Advantage of Wireless networking
3)Enterprise Services(Corporates):
The group focuses on delivering
telecommunications

services

as

an

integrated

offering including mobile, broadband & telephone, national and international long distance
and data connectivity services to corporate, small and medium scale enterprises

a) Mobile Service
b)Voice Service
c) Office Solutions
d) Data internet services
e) E-Business Services
f) Satellite Services
g) Carrier service
h) International Service

42

4) Enterprise Services(Carrier Services) :

The broadband & telephone services
with national and international long distance
services. It has over 35,016 route kilometers of optic fibre on its national long distance
network. For international connectivity to east, it has a submarine cable landing station at.
For international connectivity to the west, the Company is a member of the South East
Asia-Middle East-Western Europe 4 (SEA-ME-WE-4) consortium along with 15 other
global telecom operators.

a) Domistic Voice
o

International Data

International voice

Network & Satelite Service

Remote Managemant

AIRTEL BROADBAND SERVICE:

Now experience the internet in a new way

with Airtel Broadband. It is powered by DSL technology which gives you blazing-fast;
secure

Internet

access

as

soon

as

you

switch

on

your

computer.

We give you the power of limitless discovery on Internet from shopping to banking,
paying bills to making new friends and not to mention endless fun & learning for children.

43

Broadband Advantage:
No Need to wait for connect:
With Airtel Broadband, the internet is always ON, always
available! No more waiting for dial-up to connect. You are ready to use the internet as soon
as you switch on your computer.

Power surfing:
With speed of up to 2Mbps, feel the excitement of doing more on Internet.
Shop, download MP3, exchange heavy files and chat at an enviable speed, all thanks to an
extensive Broadband Services infrastructure. No more disconnections in the middle of
download.

Surf while talk:

No more missed calls or blocked telephone lines while using the internet.
Airtel Broadband Services connection does not block existing telephone lines
and allows one family member to use the phone while another member surfs the net. No
more missed calls and no more fights.

Robust installation:
The world class infrastructure & end-to-end digital network of
underground copper cable lines ensure an extremely robust connection that eliminates the
risk of damage. Superior server technology and a dedicated port provide total security to
data storage and information exchange through the Internet.

24x7 customer support:

just Airtel customer service centre need a email or a phone
call . Round-the-clock, 365 days a year.

Technology used for the broadband services:

44

Airtel Broadband is powered by DSL technology:

DSL provides blazing-fast, secure Internet access and can be delivered to
both homes and to businesses. Delivered right through a regular telephone line, data rates
can vary from 128Kb to 8Mb per second depending on the type and cost of the service.

Instant access:
Digital Subscriber Line (DSL) technology provides instant Internet and
network access at speeds up to 50 times faster than a 28.8Kbps modem on a standard
analogue phone line. There are no dial-up delays, no busy signals. What used to take
minutes or hours to download, will now take just seconds or minute.

Experience Multimedia:
With DSL Internet Service you can download graphics-heavy
files, large documents, software, photos, email attachments, and more, instantly. It's perfect
for real-time interactive multimedia, broadcast quality video, distance learning, and videoon-demand. And because DSL Internet Service sends data and voice over the same line,
you can talk on the phone while you are online.

Internet Services (Data Card and GPRS)

DATA CARD:
With the Airtel Data Card, you have the freedom to access the Internet
anytime, anywhere across India, on Airtel network. You can also use this service, as you
roam internationally in an increasing number of destinations. With EDGE and GPRS
enabled Airtel Data Card you can send and receive SMS and what's more, it is compatible
with Windows 2000/XP/XP Tablet/XP Pro and Mac operating systems.

45

Some great advantages of Data card :1) High speed 24/7 Internet connectivity through Airtel EDGE network .
2) No automatic disconnection, like normal dial-up connections.
3) Connectivity to Internet while traveling in India and abroad and so you save on high
Interne charges.
4) Easy to install & simple to use with choice of tariffs to suit you needs.
5) Send and Receive SMS via the Airtel Data Card.

USB Modem:
Now get an instant access to internet and your corporate applications.
Airtel brings to you USB modem which is backed by our five core promises.
Simple: It is quick and easy to install, both for your LAPTOP and PC.
Secure: It supports IP Sec client software for secure VPN.
Control: It ensures minimal investment with built-in cost management capability so
that you save on roaming.
Performance: It gives uniform, easy, end2end experience across largest footprint
along with service level guarantee and high speed data
Support: It also provides support for account management, technical call centre and
service level agreements.

GPRS/MO SERVICE
MO means Mobile Office in which we surf internet in the handset itself by connecting GPRS to
the service provider. GPRS Service means we surf internet on a PC or Laptop by connecting it to
the phone through a data cable.
Airtel provides two scheme for its customers:Prepaid:- Rs 299/month
Postpaid:- Rs 199/month

46

Airtel In KOLKATA:
Network Coverage in KOLKATA for Broadband:
Bharti Airtel Ltd. Covered 33% of area in
North Kolkata, south Kolkata and central Kolkata by their wireline connection by which
they give connection of landline and Broadband connection.

The coverage areas of Kolkata are:

Alipur
Ballygunge Ac Market
Ballygunge Circular Road
Ballygunge Place
Bangur Avenue
BB Ganguly
Bbd Bag
Burabazar
Camac Street
Chandni Chowk
Crescent Tower
Dacers Lane
Dover Road
East India House
Elgin Road
Ganesh Chandra Avenue
Gariahat
Golf Green
Golpark
AMRI HOSPITAL

47
BALLYGUNGE ROAD
BALLYGUNGE TERRACE ROAD
BENUBON
GARIAHAT ROAD
KANKULIA ROAD
LAKE ROAD
NAVRANG APPT
PANCHANANTALA ROAD
SANTOSHI BLDG
SOUTHEND PARK
Hanshree
Hiland Park
India Exchange Place
Iron Side Street
Jaya Cinema Hall
Jessore Road
Kankurgachi
Kasba Industrial Area
Kci Plaza
Kiran Shankar Roy Road
Lake Town
Lansdown
Light House
Little Russel Street
Lord Sinha
Majerhat/New Alipore
Mandevilla
Marshal House
Mayfair
Merlin

48
Haripada Dutta road
Merlin Residency
Prince Anwar Saha Road
Middleton Row
Millenium
Neelambar
Neelkanth
Ns Bose Road
Park Street
Prince Gulam Mohamad Shah
Purbachal
Rajarhat
Rashbehari Avenue
Regency
Rowdon Street
Royal Court
Saberwal House
Salt Lake
Southern Avenue
Todi Chamber
Topsia
Ultadanga
Waterloo Street
Weston Street
Wockhardt

COMPETITORS ANALYSIS ON BROADBAND SERVICES

49

Fig: Michael Porters Five Forces Diagram

Rivalry among existing firm:

Number of existing competitors of Airtel in KOLKATA
market under Broadband Services are: Reliance, Tata Indicom, BSNL, SIFY, Alliance . Out
of these rate of industry growth of BSNL and Alliance are more than others. Still all are
strong and aggressive competitors of Airtel. Here the exit barriers are high as no one is
interested to go out of the existing segment. All try to remain inside the segment by giving
a big competition in terms of price on their broadband services and better value added
services and best customer services. This result in frequent price war, advertising battles,
new product introduction, better services. This made sometimes AIRTEL very expensive to
compete.

Threat of new entrants:

The existing competitors of Airtel are Reliance Broadband
services, Tata Indicom, BSNL , SIFY broadband services, and also Alliance . The main

50
threat to Airtel in new entrants are Vodafone and newly entered Aircel. They are also
planning to occupy the Kolkata Market within short period of time. In this segment the
entry barrier is high as the new competitors, for making a good market value in Broadband
service Bharti Airtel needs product variation, needs more capital for their advertising.
Again in this segment the exit barrier is also high as the existing poor competitors of Airtel
dont left and compete within the segment. Here though Airtel is making PROFIT
POTENTIAL but it is facing more risk.

Threat of substitute services:

Through Broadband service Bharti Airtel grab the 33%
of market of Kolkata Broadband service market, by the Broadband speed upto 8Mbps, but
the BSNL, the top Broadband service provider only give the speed upto 512Kbps and the
most cheapest one. BSNL also provides the service of IPTV, Wifi hotspot services which
Airtel going to launch in this year in Kolkata. Hence main substitute for Airtel is BSNL. It
also provide services at a very cheaper rate than Airtel. Hence this segment is unattractive
as there are actual and potential substitutes.

Bargaining power of buyers:

Here the buyers are the customers. They have a very high
bargaining power as they got different option to choose different services. Here also the
segment is unattractive as customers have strong and growing bargaing power. There
switching cost is also low here.

Bargaining power of suppliers:

Airtel totally depends on the vendors for the
network outsourcing. These vendors can any time increase their price of outsourcing. So
the bargaining power of the suppliers is very high. They can reduce their quality and
quantity at any time they want. Suppliers are very powerful here.

51

Project Profile
I have been working in the Telemedia Services department of Airtel in Kolkata.
This department has been designated the Telemedia( i.e. Broadband and landline).I started
the project on 22nd April, 2008 .Till date I have been provided the opportunity to learn 3
different type of processes which are:
1.Market potential mapping and New area roll out.
2. Tag Augmentation project.
3. Competition analysis through SWOT analysis.
4. Pojection For New Network Rollout.

Return on Investment (ROI) Approval for New Areas Enhancement:

This includes the total process of the project, which under goes some certain
phases. Thus its proceeds like this.

52
This Project includes the retunes on Investments for new Area Enhancements for initial
stage of Network Rollout for the new area is allotted. Then the visiting to the new area is
done. After that data is collected from the area to know about the Potential of the area.
After the data is collected from the allotted area and then the data entry and the Market
research is done. As the projection is done as per the Average revenue per user (ARPU)
guide line. Then the total submission of the net planning. then a copper Map is sketched as
per the Geographical information system (GIS). Then a process of revisit area is done by
Marketing People, Sales People and Installation People and fault repairing People.
Then Bill of quantity is implemented. After that again revisit the all area and make some
change if necessary. After that submission of Return on Investment report has to send the
head quarter for approval.
After that Project execute after the ROW (rights of Way). Then the
RFS tags is install and Implemented. This Approval is done on the basis of the ARPU for
Year1 is 72% and year2 is 84%.

53

THE PROCESS OF NEW NET WORK CONNECTION:

1) Market potential planning

In Kolkata, Airtel has installed 1, 06,000 tags, (the connection given to an individual
landline phone or broadband customer is called a Tag) as on 8 th May, 2008, according to
company sources. The company has now decided to roll out more tags to cover entire
Kolkata.

Purpose or objective:
The rationale behind the new area layout project was to:

54
To ascertain the establishments in Kolkata where the roll out of new tags is feasible
and optimal (i.e. in confirmation with ARPU levels).
To ascertain the competitors presence and strength in various areas of Kolkata.

Methodology:
Individual observation and survey method was utilized to select:
New Apartments under construction or Residential complexes under construction.
Commercial houses or shops.
Corporate offices
3 to 5 year old apartments and residential complexes.
There was a specified criterion for selecting these establishments as all of them cannot be
selected. The company installs tags all across Kolkata according to ARPU i.e. Average
Revenue Per User. The Average Revenue is the average monthly bill paid by a user for
using landline services or broadband services. The company has made an assumption that a
consumer capable of paying a monthly bill of Rs 800-Rs 1000 is eligible to avail Airtel
landline and Broadband services. There is cost-revenue comparison done by the company
before spreading or laying out the optic fiber for giving tags in different areas across
Kolkata.
We have to look at the establishments and judge whether they will be able to satisfy our
ARPU criterion of Rs 800-1000. We had to note down data of the ARPU establishments
which satisfy our required ARPU levels .
This data included details like:
Address
Category( i.e. shop, office, etc)
Number of floors
Number of landline connections and their respective companies( i.e. BSNL,
Reliance, Tata etc)
Number of broadband connections and their respective companies.

55
In order to calculate the requirement of tags in a particular office, apartment or shop,
probability was used. If we found out a new project which has a plan to construct 1000
apartments, we would assume that only .5 or 50% of the owners of flat will opt for Airtel
Landline phones and Broadband i.e. tag requirement will be 500. For corporate offices also
it is 50%, and for existing flat owners and residencies it is .4 0r 40% and so on and so forth.

Places covered:
Howrah- GT Road to Belur
Hathibagan to Vivekanand- Bidhan Sarani
Belur to Bali Bridge-GT Road
Taratala to Behala Chowrasta- DH Road
Sovabazar to Hathibagan
I did this work for approximately a week and then. The company achieved its specified
target of rolling out new tags. The database was ready and the actual installation was due. I
was assigned the 2nd project after the first was over.

2) Tag Augmentation Project:

In Kolkata there are 1,06,000 tags that have been installed by Airtel throughout the city.
The actual utilization of tags (i.e. tags actively used for voice calls and broadband) is a
mere 38%, according to company sources. The company is suffering huge losses because
of this since there is mass underutilization of available capacity.

Objective or Purpose:

56
To increase the tag utilization levels to 50% thereby decreasing the losses of the
company resulting from underutilization of resources and increasing revenue of the
company at the same time.
To remove the grievances of the existing consumers by reinstalling the useless tags
and noting down complaints for repairing and replacing the choked tags.

Methodology:
We were provided the address of the places where tags are choked or are lying without any
utilization by Airtel. We visited the places and searched out the sub pillars( these pillars are
blue colored boxes from which the tag connects the residency of the customer) where the
unutilized or choked tags are located. Then we surveyed the nearby buildings in a radius
100 meters. We found out the number of connections and made a projection on the basis of
the data like the earlier project. Now we only diverted the tags towards those buildings
where requirement was there. The choked tags were reported to the company for repairing.
If a particular sub pillar is unable to give the connections or tags, then we have to find that
which are the closest possible sub pillars that can satisfy the requirement of the nearby
buildings which urgently require connection and satisfy those buildings from these active
sub pillars.
The place that was covered was Salt lake, Sector1.

3) Competition Analysis using SWOT Analysis

Objective or purpose:
To do a SWOT analysis of the competitors so that Airtel can know their rivals well.
The weakness of the rival firm will be opportunity for the Airtel to get an edge over its
competitors and the threat to Airtel would be strength of the competitors. The SWOT
Analysis would make the company well versed with the internal an external environment.

57
The competitors would include landline competitors and Broadband competitors i.e. BSNL,
TATA, RELIANCE COMMUNICATIONS, SIFY and ALLIANCE.

Methodology:
I had to fake my identity as a customer and visit corporate offices of these companies to get
information. I conducted unstructured interviews i.e. one on one with sales executives and
managers of the rival firms. The information I acquired consisted of:
1. %Area of Kolkata covered by the rival network
2. Tariff Plans for landline and broadband
3. The process of setting up a network to give connection to a particular house.
4. Connection to be up and running in how many days?
5. Maximum speed of Broadband
6. Value added services
7. Presence of the rival network in which areas of Kolkata.
8. Marketing strategies
9. Upcoming plans
10. Any special offer for corporate houses or not.
The data collection part is over and the final report is to be completed in 4 days time.

SWOT Analysis of Bharti Airtel

SWOT analysis is a strategic planning tool used to evaluate an organization and its
environment. It includes the strength, weakness, opportunity and threats involved in a
business venture. It involves specifying the objective of the business venture or project &
identifying the internal & external factors that are favorable & unfavorable to achieving the
objective

58

Strength

Weakness

Pan-India operation

Integrated

Wide

No

differentiated

positioning

network

in

the

customer mindset

coverage

Tariff at the higher

side

telecom

Player

Best

Customer

Service

Innovative

Value

Added Services

Robust

distribution

channel
Opportunity
Threat
Rural market yet to
Entry of International

be tapped

Players like Vodafone

Penetration of value

and AT&T

added services

Competitors

like

Idea, Aircel etc. are

also

making

high

inroads.

SWOTAnalysis For BSNL Broadband Service:

Strengths:
Wide Range of Network Coverage in KOLKATA , BSNL Calcutta
Telephones will become the largest GSM network at Kolkata with more
than 900 BTS. The number of BTS speaks about the coverage of the
network.
BSNL has launched the Wireless in Local Loop (WLL) service covering
the entire 2,200-sq.km. area of Calcutta Telecom District (CTD).

59
Broadband service based on ADSL2+ technology over the existing
telephone wire provides high speed internet access with speed ranging
from 256 Kbps to 2
It provides the cheapest Broadband service. The cheapest available plan,
DSL 399 (priced at Rs 399) provides a bandwidth capacity of 256 kbps,
allowing for monthly downloads worth 400 MB (in capacity terms).

Weakness:
24/7 service is alien terminology. No technical support or customer
service exists on the weekend. And the service frequently goes down on
weekends and stays down till monday.
Network Connectivity is not good. While surfing net disconnected the
happen frequently.
Take 10 to 15 days for given new connection.
Minimum for three months, they given their new connection.

Opportunities:

BSNL using ADSL technology that allows copper telephone pairs to

be used to provide a broadband connection. It provides always-on
internet connection that is automatically established once the PC and
ADSL modem are switched on.

Triple Play service (voice, video and data) will be offered through
broadband connection in near future.

Upcoming service of BSNL is IPTV. IPTV refers to a TV

connection that has capacity to transmit all broadcast channels,
Movies on Demand, Customer Live Request etc. through existing
telephone line in the form of IP packets to and fro customer TV to
content server.

Threats:
Airtel , Reliance , TATA Indicom , SIFY, Alliance all are broadband
service provider in Market.
Airtel providing speed 128Kbps to 8 Mbps.

60

SWOT Analysis for Reliance

Strengths:
Good Network coverage in Kolkata upto 65%
Central and South Kolkata. Connected tollygunge tram depo onwards.
Take 5 to 7 days for new connection.
Gives Bonus bandwidth
Free e-mail ID with 10 MB storage space

Weakness:
In south Kolkata, weak in their Broadband Service
Broadband speed upto 2Mbps
Lack to spread technological awareness.
Marketing strategy

Opportunities:
Optic Ethernet advantage
o
o
o

Optic fiber cables right till your building cluster

Ring-protected fiber ensures high uptime
Scalable to support futuristic high bandwidth services

Threats:

Threats from BSNL broadband services, Airtel, TATA Indicom,

SIFY, Alliance and their expended network

61

Providing broadband services through DSL(Digital subscriber

line).Airtel also provide broadband service through DSL.
Facing very legislative threats from Govt. and other competitor.

SWOT for TATA Indicom:

Strengths:
Wide network coverage in Kolkata, 24 North Parganas, 24 South
Parganas and Howrah upto 90% connected in Kolkata.
Within 7days they given their connection in connecting area.
Unveils 1-second pulse, 100 per cent talktime and one rate for
local and STD calls on True Paid
24*7 customer services.

Weakness:
Not connected in Garia, Tangra and Topsia.
Speed upto 2Mbps

Through VSNL they give connection for broadband

Opportunities:
Good network coverage in kolkata.
Tata Indicom Wi-Fi also has the distinction of being the only
member of the Wireless Broadband Alliance (WBA)encompassing leaders in the telecommunications industry

Threats:
Threats from BSNL broadband services, Airtel, Reliance, SIFY,
Alliance and their expended network

SWOT Analysis for Saytam Infoline(SIFY):

Strengths:

62

Except Saltlake most of the area of kolkata are connected.

Given connection through Local operator.
Instant Customer Services.
Given connection with in 7 days in connecting area.

Weakness:

Speed given Upto 512 Kbps

Basically given connection for cyber caf, now also giving their
connection for home also.

Opportunities:
Given their connection through local operator so local operator
handel their all technical fault.

Threats:
Threats are BSNL, TATA Indicom, airtel , Reliance , Alliance broadband
services.

SWOT Analysis For Alliance:

Strengths:
Wide coverage in Kolkata for Broadband service upto 75 to 80 %
Throughout Kolkata Coverage present in Baraipur, Barasat Connection
Till : Khardah upto Garia till Hooghly river, Saltlake , Madhyamgram

Weakness:
Speed given upto 640Kbps.
Only gives Broadband services in Kolkata.
Operates through cable operators who are franchisees spread
throughout Kolkata.
No coverage in Howrah and Basirhat, Khidderpore and
Metiabruz

63

Opportunities:
Provides leas line for corporate and shared bandwidth. For lease
line there is point to point connectivity offered.

Threats:
Threats from Alliance broadband services, Airtel, Reliance,
SIFY and their expended network

Making Projection for New Network Roll out:

I did Some Data Entry work for Making Projection of New Network Roll Out through the
valuable data which we get by our servey where already have Airtel Network.
Methodology Of this Projection:
Entered all data in the Excel sheet in two part
one is commercial part where entered all the information about
existing and upcoming Office, shop , workshop.
And in second part entered data all about existing and under
constructed apartment
After that entered information about status of the commercial
building and apartment Like in which name it is existing,
if it is under constructed, entered what is the total completion
time .
How many Land Line connection it is currently using.
Any Broadband Connection they are using or not.
Is there any personal computer.
What is the Average revenue per user (ARPU).
Contact person and contact number.

64
After that i did projection on that commercial building and
apartment through some numerical calculation.

Calculation:

Assume BTNL share for apartment 30% per Flat

Y3 Occupancy= 100% per flat.

Churns= Current dels * BTNL share

Share from growth= 65% per flat, 65% per office.

Dels from growth= share from growth * new dels

Projection=Dels from growth + churn

NEW
VACANT PLOT
U/C BUILDING RESI
U/C BUILDING COMM
VACANT BUILDING RESI
VACANT BUILDING
VACANT FLOOR RESI
U/C OFFICE
U/C FLOOR COMM
U/C FLOOR RESI
VACANT OFFICE
VACANT FLOOR COMM
VACANT RESIDENCE
U/C RESIDENCE
U/C SHOP
VACANT SHOP

Purpose:

1-6 months
0%
65%
65%
60%
60%
60%
65%
65%
65%
60%
60%
60%
65%
65%
60%

7-12 months
0%
60%
60%
55%
55%
55%
60%
60%
60%
55%
55%
55%
60%
60%
55%

>1 year
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%

no idea
0%
65%
65%
60%
60%
60%
65%
65%
65%
60%
60%
60%
65%
65%
60%

65
Purpose of this projection is assume that after giving new connection of airtel
landline and broad band connection for those existing and upcoming commercial building
and apartment what will be there Average revenue per user (ARPU).
If this ARPU level is meet their expected ARPU level then the Airtel office of Kolkata
send this projection report to Delhi for confirmation for New Network roll out.

CONCLUSION:
Much like the variables affecting business in different sections like
competitors, customers demand and interest, new innovative products, advertisements in
different media etc. have lead the competition into the sharp edge of service which is
maintained by Bharti Airtel Enterprises Ltd. to become the market leader and maintains six
sigma in the service sector. Although the threat of direct confiscation or expropriation has
become remote, a new kind of threat has appeared. MNCs have generally been concerned
with coups, revolutions and confiscation, but now they have to pay attention to the
regulatory bodies of India viz. TRAI and DOT for capturing the market.
The research throws light on various issues on the
customer faces in the market. It has described the various strategies adopted and also the
reasons for their not working successfully.

Even when a systematic attempt is made for

cross-circular comparisons, the methods used vary greatly. Because Airtel considers
innovative services as the key point to touch customers heart where as other service
providers are thinking cost as the factor. But consumers are not always brand loyal and may
some times act as switchers. Hence in the field of competition and in the telecom industry
of India Bharti Airtel has to cover a lot and hence the project is titled as MARKET
PLANNING AND NETWORK ROLL OUT
Through this Live Project I gather lots of Knowledge about Telecom
sector and also about the Bharti Airtel Limited, what all about their Broadband services,
their Network coverage area, how they Make their Business Plan to increase their business,

66
and what Advantages, Disadvantages, Opportunity and threats over their competitor in the
Broadband Services, what are their product, what are their tariff plan.
And also working in the on Job Training I got a
great experience about the corporate world, which will help me in my future

REFERENCES:
Bibliography:World Internet Users and Population Stats, internetworldstats.com, 2006.
Gartner Says Top Six Vendors Drive Worldwide Mobile Phone Sales to 21% Growth in
2005, Gartner Group, 28 February 2006.
The Effect of Income Inequality on Mobile Phone Penetration, Mareille Samaan, Boston
University Honors thesis, April 2003.
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