PROJECT ON RELIANCE COMMUNICATIONS

CDMA MOBILE PHONES

(DEVELOPING PODs FOR THE MOBILE HANDSET CATEGORY)

SUBMITTED BY: -
AYUSHI MURARKA (10BSPHH010179)

BHUSHAN DHOTE (10BSPHH010194)

PURVI PATEL (10BSPHH010580)

SHASHANK SINGI (10BSPHH010994)

INTRODUCTION:
Reliance communications, a flagship company of Anil Dhirubhai Ambani group is one of the
leaders in telecommunication industry in India. The company caters to a customer base of over
a hundred million and also it is highly ranked when talking in terms of number of customers in a
single country. The company has a prominent presence in wired as well as wireless
communication services. It boasts of having a widespread existence across the country covering
around 24000 towns and more than 500000 villages. Reliance Communication operates
through a strong infrastructure based on the next generation IP-enabled connectivity. Reliance
primarily provides CDMA mobile phones in collaboration with LG, Samsung etc.

To make sure that the PODs do not turn into POPs at an early stage, proper measures are taken
so that government allows the company to make the handsets available in the nearest Post
office of the region. Government would allow this for two reasons, one of them being, the
extensive connectivity of the company, and the other being the unique service (Farmer
Assistance) provided by the company. The government for obvious reasons would like to make
such services (24*7 farm related problems and queries) available to the farmers at an
affordable cost.

Seeing the poor teledensity of our country the efficacy of Kissan call centers which are used for
the same reasons is extremely low. Hence where the government has not been able to reach
the farmers through telephone, a company which supposedly enjoys ‘Economies of Scale’ can
manage to provide the service without hurting its finances.

We under our plan also seek to propose that the handset could be charged using the solar
energy. This is a proposition made, by keeping in mind the poor infrastructure of electricity in
India. In the age of waterproof phones it does not seem too difficult to be able to produce solar
energy powered phones, assuming the fact that the farmers and the people from this section of
the society would be using the phone primarily for their basic needs.

The following Point of Differences (PODs) has been listed by our group with regard to our
product:-

 Q1 on the consumption chain -

(Q) How do people become aware of their need for your product and service?

Are consumers aware that you can satisfy their need? Are they even aware that they even have
a need that can be satisfied? This question basically wants us to know that any company can
create a powerful point of differentiation if it can make the consumers aware of their need in a
way that is unique, subtle but still simple.
To handle this question, we need to think from a farmer’s perspective. Getting a mobile phone
is perhaps not a difficult task now, taking into account the technological advancement our
country has gone through. But what perhaps leads the farmers to take a back step during the
purchase is its use during its entire shelf life. We are trying to point towards the usage of the
mobile phone. For its consistent use, the phone needs to be charged which is perhaps a difficult
thing for the people residing in places where there is hardly any electricity.

We are trying to solve this problem of charging the handsets by making use of the solar energy
efficiently. We are trying to charge the mobile handsets by just keeping them in the direct
sunlight for a specified period of time. Since the sunlight is an unlimited source of energy,
making the mobile phones work 24*7 is not a problem for the farmers due to the solar
charging.

This technique will definitely help the company to increase their sales.

 Q3 on the consumption chain –

(Q) How do consumers make their final selection?

This question basically deals with how easily your product or service is available to the
consumers thereby making their buying process more comfortable, convenient and less
irritating.

Taking this question into consideration, we have thought of providing the mobile phones of the
company through the “POST OFFICES”.

This decision was taken with a view that we are mainly targeting the rural sector and we know
that in every rural area of our country there may not be a mobile shop but there will definitely
be a post office. Because of the availability of this facility, any farmer residing in any part of our
country will be conveniently able to be a part of the buying process for the company.

This process thus facilitates the consumers to buy the mobile phone with complete ease and
comfort and also without any trouble to the consumers thereby increasing the profitability of
the Company.

 Q11 on the consumption chain –

(Q) What do consumers need help with when they use your product?

This question clearly states that the company with the most helpful response has a competitive
advantage over the other similar companies.
To answer this question in the consumption chain, we have come up with a special helpline
service by the company to the agricultural sector of our country. It basically targets the
farmers in the rural India which forms the major chunk of our country.

We have basically thought of using the company mobile phones to aid the farmers of India by
telling them the exact amount of fertilizers maximizing their harvests thus saving their money.
It moreover will also help to protect the environment.

It’s a novel way to distribute important information to the inaccessible farmers who otherwise
don’t have access to any expert advice. This will also help the farmers to reduce the fertilizer
pollution.

For all this to happen, a farmer will just have to call a toll free number (available 24*7) and talk
to an expert (in local language). The expert will ask the farmer various questions regarding the
size of their farm, production yielded by the farm last year, sources of natural and easily
available fertilizers etc. According to the answers given by the farmers, the computer will do the
necessary calculations and send the message with the amount and the type of fertilizer to the
necessary farmer. Also, a small guide by the post office people to the farmers and there
consistent help will make the job easy for the farmers.

Because these mobile phones are cheap and easy to handle, every farmer can easily afford it
thereby saving their time to go to the city for consultation. Now for all this to happen we
assume that a big brand like Reliance will collaborate with the government who in turn can
indirectly share the cost incurred by the company (reducing the bandwidth cost payable by the
company etc.).And collaborating with the government is probably not a very difficult task for
the company like Reliance. Also, such an effort by the company will increase its value among
the masses. It will also help the company to increase its market share, because India is a
country where still 70% of the population lives in the villages.