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COMPARATIVE STUDY OF CUSTOMER SATISFACTION BETWEEN AIRTEL & VODAFONE MOBILE USERS IN DELHI Pyuesh
COMPARATIVE STUDY OF CUSTOMER SATISFACTION BETWEEN AIRTEL & VODAFONE MOBILE USERS IN DELHI Pyuesh
COMPARATIVE STUDY OF CUSTOMER SATISFACTION BETWEEN AIRTEL & VODAFONE MOBILE USERS IN DELHI Pyuesh
DELHI”, is result of original data collection and my own effort with Industrial staff
co-operation.
VIKRANT MOTLA
M.B.A IV Semester
1
Acknowledgement
opportunity to work with him and his indispensable help and guidance
throughout this project and for inspiring me to strive to achieve the best in
difficult situations.
While doing the project I visited many companies in Delhi region and
met many senior personnel. I would like to extend my special thanks to all of
them for sparing their time to patiently answer the questions and giving their
views.
VIKRANT MOTLA
M.B.A IV Semester
2
Preface
In order to gather the most appropriate and accurate data survey was
conducted in various location and markets in Delhi. The data was assimilated
with the help of a questionnaire aimed and designed to extract the most
correct and conclusive information.
The consumers were requested to fill the questionnaire and were also asked
various other relevant questions revealing detailed information apart from
that in the questionnaire.
The survey was conducted successfully and its findings have been studied,
analyzed and have led to a conclusion, included in the report, which could
prove to be fruitful for the project.
3
Table of Contents
4
Introduction
5
Introduction
The cellular industry all over the world has been witnessing very high growth
rates in subscriber base in recent years. For developing countries in particular,
cellular services are becoming a very significant proportion of the overall
telecom infrastructure. The mechanics of competition within this market
involve complex feedback effects between individual service providers and
with their operating environment, and these forces play an important role in
governing the growth of this industry.
In a country like India which is not yet telephone-saturated and the ongoing
changes in related areas are resulting in a rapidly changing profile of users,
providers and their respective needs, continuous revision of the telecom
policy is imperative. Given the emerging new technologies and the
integrating economies there must be fairness among competitors.
The tele-density in India is about four per hundred people in respect of the
fixed telephones and a little less than one in respect of the mobile telephony.
The low densities are not because there is no need for a telephone but because
of its high cost that many cannot afford that one. The situation here is nothing
but holding true of the “law of demand”. Isn’t it?
The cost for the companies can come down if the revenue share imposed on
them as a condition of license is abolished or drastically reduced. Today every
telephone company is bound to pay a share out of its revenue to the
exchequer. These costs are, however, not to be scheduled to take a step further
in the development of the telecom. In addition when we go through the
telephone bill there is a 5 to 8% service charge. This amount also does not go
for the telecom development. If these external cost are removed there can be
seen a spurt in demand of not less then 40% as expected.
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While taking the side of suppliers a lot of new companies are coming into the
battlefield resulting in reduction of prices and hence a little less burdensome
on to the customer. The cost of interconnection with the incumbent is proving
to be contributory to the high cost of services provided by the competitors.
The delay in the interconnection disregards the quality of service and high
cost will detract from affordability. This is an area in which no consumer
body can knowledgeably contribute unless it has the assistant of experts or
economists who alone can discover all the relevant fact of all the contesting
companies. It indicates the pre-eminent domain of TRAI (Telecom Regulatory
Authority of India).
As the driven down of the prices for long distance including international
services reduces the amount available for subsidizing the local service, the
rental for local services are being increased. Considering that about 90% of the
long distance calls are made by less than 20% of customers, 80% of customer
are having to pay higher rental this depresses the demand for telephones and
affordability. The urban business subscribers will be bearing the bond of the
subsidies to be given to the rural private consumers.
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standard accounting for 68.5% of the global digital wireless market. The
Indian Government when considering the introduction of cellular services
into the country, made a landmark decision to introduce the GSM standard,
leapfrogging obsolescent technologies / standards. Although cellular licenses
were made technology neutral in September 1999, all the private operators are
presently offering only GSM based mobile services. The new licensees for the
4th cellular licenses that were awarded in July 2001 too, have opted for GSM
technology to offer their mobile services.
The potential with category C circles in the lower end of the scale. For
example the metros account for 40% of the subscriber population, with
Category-A, B and C accounting for 33%, 23% and 4% respectively. The
CMSPs had to pay an entry fee and subsequently annual license fee as a
percentage of their revenue to the Department of Telecommunications.
The entry and license fees varied according to the service area, highest for
metros and lowest for Category-C circles. Some of the CMSPs could not fulfill
their licensing obligations and their licenses were revoked leading to a
monopoly situation in certain areas. Apart from these charges, each CMSP has
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to share the revenue with the long distance operators for carrying inter-
service area calls. In profitable metros and circles, the competition is severe
and the market is split between the two operators. In a price-cap regulated
market, the operators use appropriate pricing strategy to win customers and
win market share.
The service providers incur additional advertising and infrastructure cost for
implementing these plans. Short Message Service (SMS) and Wireless
Application Protocol (WAP) service are fast catching up. For example, in
India, about 500,000 SMS messages are being carried by a service provider in
one metro area alone. When the sector moves over to an oligopoly market, the
operators have to provide improved quality of service and value added
services in order to survive and gain market share.
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as the operators are consolidating their revenues to survive in the market
places.
What does this mean for subscribers and for the cellular industry in Delhi? All
the four operators — Vodafone Essar Mobile Services Ltd., Bharti Celluar Ltd,
MTNL and Idea Cellular services. — are convinced that the market will only
expand and the subscribers will benefit even more. Their reasoning is that
cellular penetration in Delhi, which traditionally occupies the third position in
other areas, is less than fifty per cent. Therefore, entry of new players will
only increase awareness about the facility, the companies say.
Moreover, the state-owned MTNL has also been playing with its cellular
service for quite some time. that, with the imminent launch of limited
mobility using CDMA (code division multiple access) technology by
companies like Tata Tele Services will only add to the subscriber base,
probably result in further reduction of tariffs, and an even greater widening
of the cellular market, according to officials in four cellular companies now
servicing Delhi.
However, the companies also sound a note of caution — any further drop in
tariffs will be harmful to the companies, points out one of the officials taking
care of the — Sales & Marketing division of the, Vodafone Essar Mobile
Services Ltd, average tariffs in Delhi across different plans have fallen by 30
per cent since December with launching of the CDMA services.
Besides the fall in tariffs, what has really happened with the entry of CDMA is
a heightened awareness in the market. Mobile penetration in Delhi and its
suburbs is estimated to be less than twenty-five percent of the population and
the cellular operators believe that this number should definitely go up.
It is here that Vodafone decided to target the customers with what it believes
are unique products and features. Its emphasis has been on value proposition
and brand building. Mobility is not only about carrying voice, as per the
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reports from the marketing department and adds that the unified messaging
system for the post-paid customers of Vodafone is one such unique product.
Accordingly, Vodafone signed in its subscribers in lakhs from the year
onwards it has been launched in Delhi. Industry analysts say that a majority
of them will be pre-paid customers, whose loyalty to a particular brand is
always in doubt. However, pre-paid for the cellular is nothing but the engine
for growth and there is always a possibility that most of them will shift to
post-paid once they are convinced of the quality of service provided.
On the other hand the entry of a new operator lends more visibility to the
service and there is also increased trade activity — that is the number of
dealers will increase and more people will be on the road trying to sell the
service and product. There is also greater consumer awareness of what
cellular service can deliver and expectations go up in terms of pricing or
service standards or network availability.
They say that one significant change that has happened in the last few
months, more so since lowering of the tariffs, is that the bias in favour of
incoming calls as far as call charges are concerned — incoming calls has been
set free while they are charging reasonably only for the outgoing ones — has
changed. A tariff re-balancing has definitely taken place.
This means that the cellular operators are encouraging their subscribers to not
just receive calls, but also make calls — increasing the usage of the service.
With falling tariffs, cellular operators are convinced that increasing usage is
one way to ensure that average revenue per user (ARPU) does not fall very
low. The industry figure for ARPU is believed to be about Rs.1,100 while it
may vary from operator to operator. The operators are also concentrating on
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introducing more value added services to the customers. Value-added
services have not really taken off. Only the SMS (short messaging service) has
really caught on, but operators like Bharti are bringing in services like music
messaging and concierge facility for its subscribers.
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Company Profile
AirTel
&
Vodafone
13
Company Profile Of Airtel
Important discoveries
induction
Reception
call
1999: FDI inflow into telecom sector falls by almost 90% to Rs.
2126.7 million
14
1999: National Telecom Policy is announced.
coming
About Bharti
services and Internet access over DSL in 15 circles. The company also
consortium, which jointly owns and has developed the next generation
15
Siemens and with IBM for the consolidation, transformation and
owns and has developed the next generation undersea cable system
16
Bharti Enterprises has successfully focused its strategy on telecom
'Beetel' brand, Bharti has created a significant position for itself in the
breadth of India.
17
Business Description
Established
Proportionate Revenue
units (SBU’s)
Mobile services,
Enterprise services.
The mobile services group provides GSM mobile services across India
18
group has two sub-units - carriers (long distance services) and
services to corporate. All these services are provided under the Airtel
brand.
19
OPERATIONS
Bharti
Enterprises
Bharti Bharti
Infotrac Foundation
Mobilit Infotel
y
20
OPERATIONS Contd..
All India
Mumbai Tamil Nadu International Long
Distance Landing
Station – Chennai
Maharashtra Karnataka
Gujrat Haryana
T.N. Delhi
Kerala Himachal Pradesh
Haryana
U.P. (West)
U.P. (East)
M.P.
W.B. & A&N
Bihar
Assam
N.E.
Jammu
Kashmir
Orissa
A.P
Karnataka
Punjab
Chennai
Kolkata
H.P.
Rajasthan
21
Bharti Group Overview
best technology in the world and put it at the service of our ultimate
services.
sector with many first and innovations to its credit, ranging from
being the first mobile services in Delhi, first private basic telephone
million total customers – nearly 7.67 million mobile and 704,000 fixed
line customers.
22
, Mumbai, Punjab, Rajasthan, Tamil Nadu and Uttar Pradesh (West)
networks.
23
Bharti Teletech
Introduction
Today Bharti Teletech is major PTT supplier in South Asia. It has also
ISO 9002 accreditation and also an OEM for Sprint Corporation and
USA.
24
Global Services
Bharti Healthcare
One sector where quality implies the saving of lives and the promotion
25
exports its capsules to overseas markets like USA, Hing Kong,
Cyprus.
The US FDA has recently assigned Drug Master file (DMF) number to
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AIRTEL
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range
of telecom services, which include Cellular, Basic, Internet and recently
introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first company to
export its products to the USA. Bharti is the leading cellular service provider,
with a footprint in 23 states covering all four metros and more than 8 million
satisfied customers.
The Airtel visual identity has different elements that work together to create a
strong and consistent identity for the brand. The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol for a brand
that is always ahead of the rest. It is a specially drawn world mark.
27
The Airtel Image style
It incorporates two solid, red rectangular forms whose counter form creates
an open doorway.
The title case lettering with its capital 'A' was deliberately chosen to reinforce
the brand's leadership position. The red dot on the letterform 'I' cues Airtel's
focus on innovation.. The words 'Express Yourself' are very much part of the
brand identity.
The lettering is grey so that the pure black of Airtel is visually unharmed.
BHARTI TELE-VENTURES
28
Corporate Structure
Mobile Division
Overview
Bharti Tele-Ventures vision for its mobile business is “To make mobile
communications a way of life and be the customers first choice”.
The Indian mobile market, according to the COAI, has increased from
approximately 1.2 million subscribers as of March 31, 1999 to approximately
41.03 million subscribers as of March 31, 2005.
29
Bharti Tele-Ventures believes that the demand for mobile services in India
will continue to grow rapidly as a result of the following factors:
economy;
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM
services in all the twenty-three telecom circles in India. It proposes to
consolidate all its subsidiaries providing mobile services under Bharti
Cellular Limited.
As of March 31, 2005, 100% of India's total mobile subscriber market resided
in the Company's twenty three mobile circles, which collectively 100% of
India's land mass.
Accomplishments
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First private telecommunications company to launch long distance
services.
First off the block to launch fixed-line services in all the four circles of
Delhi, Haryana, Karnataka and Tamil Nadu.
31
Vision
Mission
Services
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. Going mobile
with Airtel Prepaid is a new way of life. With a host of great features, also
simple to use, Airtel Prepaid makes everything that you dreamt and believed,
possible.
Airtel Postpaid
Airtel Roaming
Airtel's Roaming service allows you to use your mobile phone to make or
receive calls from almost anywhere in India and abroad.
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Airtel International - Roam across international destinations, in nearly
119 countries including USA, Canada, UK etc. with 284 partner
networks.
Long Distance
Now experience complete freedom like never before with Airtel! Our
National Long-Distance facility allows you to make long distance calls in
India and Overseas from your cellular phone. This service is applicable to
both Postpaid and Prepaid customers.
33
VALUE ADDED SERVICES
Call Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to
either reject or take the call. It provides the added advantage of saving the
incoming number directly in the Handset Phone Book. So that the next time
you want to call the same person, you don't need to retype his number,
simply use your phone book.
Dial-a-service
With Airtel's information services you can get upto-the-minute cricket scores,
order flowers as well as send couriers or check your daily horoscope.
Airtel brings you Fax and Data Service where you can take your office
wherever you go. You can send and receive data/fax documents, access the
Internet, email accounts as well as corporate databases whenever you are on
the move.
Mobile Office provides you with access to e-mail and Internet any time and
anywhere, even while on the move. It is an indispensable asset for traveling
executives, as it enables you to be in touch when at airports, hotels etc. So
whether you're in Mumbai or not, you'll be never be short of Internet access.
Now you can access official mail, refer to sites for information and do
everything that you would, on the Internet. This new-age product is made
possible through Airtel's GPRS (General Packet Radio Services) technology.
34
VOICE MAIL SERVICES
Voice Mail allows you to receive messages even when your handset is
switched off or when you are outside coverage area. You can then retrieve
these messages at your own convenience.
CALL CONFERENCING
FEATURES
‘Song of the Day' at the top of the menu to make first time selection easy
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Easy Billing
Now enjoy the luxury of viewing details of your last 3 billing cycles and the
convenience of paying your Airtel bill online! Experience complete freedom
with Airtel!
Subscription Services
With Airtel's Subscription Services, you can subscribe for cool alerts at the
click of a button! What's better is that you can receive updates automatically
on your Airtel phone without requesting everyday.
With Airtel News Alerts, be in touch with the latest happenings around the
world, all the time. Get 2 news bulletins sent to your Airtel phone, courtesy
AajTak, the 24-hour news channel from India Today Group.
Your future lies in your Airtel phone. Literally! Get daily forecasts of each sun
sign from renowned astrologer Ma Prem Usha.
For the latest buzz on the business scenario, now you never have to look very
much further than the palm of your hand. Airtel brings you the daily business
news and stock alerts, courtesy Business Today, the leading publication on
business news & stories.
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Daily Filmi Gossip
Want the latest khabar on Lara, Salman, Cameron and Toby? Tune into
Airtel's Filmi Gossip, with the latest buzz about your favourite Hollywood
and Bollywood stars.
37
THE BRAND
The Airtel visual identity has different elements that work together to create a strong
and consistent identity for the brand. The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is
It incorporates two solid, red rectangular forms whose counterform creates an open
doorway.
38
THE AIRTEL TYPOGRAPHICAL STYLE
The title case lettering with its capital 'A' was deliberately chosen to reinforce the
brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on
innovation. The words 'Express Yourself' are very much part of the brand identity.
The lettering is grey so that the pure black of Airtel is visually unharmed.
BUSINESS TOOLS
Mobile Office
configurations
39
Indispensible asset for traveling executives as it enables user to
Airtel connection.
Singtel, Singapore
AIS, Thailand
Smartone, Hongkong
Smart Phillipines
T-mobile , UK
AT&T , USA
T-Mobile , USA
CSL, HongKong
O2, UK
Microcell , Canada
Vodafone, Italy
Era, Poland
40
Multi Media Messaging
Now send & receive multi media messaging on Airtel. Just like SMS
Service send and receive MMS on GPRS enabled phone from anyone
Airtel Live
In September 2005, Bharti Airtel Ltd has launched its 1lakh Music
Shops. The retailers are the companies Music Shops. They were
provided with a special sim called LAPU. By the use of the sim the
give the recharge to the customer by the use of coupon but now it can
In the LAPU, the Airtel Services contain all the information the retailer
has to just put the customer number, the amount to transfer and also
gets the LAPU. It is used for the security purpose that nobody other
then the retailer can be able to transfer the recharge. They can change
about the person by whom the gift has been given is there. Just like
that the Recharge can be gifted and the Recipient will get a slip detail
Earlier the Prepaid customer who was in roaming was not able to take
recharge so easily .He has to take special recharges which are not so
easily available. Now the customer has to just rush to the near by
retailer where ever in India he/ she is and according the plan which is
Before the launch of Airtel Music shops the retailers were using the
ERC-1 Sim or LAPU 1.But as the music shops were launched. All the
LAPU 1 sim has been replaced by LAPU 2 sim with a Special feature of
As the company was the first one to step into the world of Music. It
has provided the full opportunity to its retailers “To Serve More and To
Earn More”.
42
The company projected all its retailer outlets as the music shops that
interact with the customers directly at grass root level. Now the
retailer sells the music to customer as the hello tune and the ring
tone.
Customers.
43
Airtel world / Brand & Advertising
image of the brand the consumer carries in his/her mind. The Airtel
brand recall and strengthens the relationships that its audiences have
with it.
The Airtel visual identity has different elements that work together to
create a strong and consistent identity for the brand. The most
44
PROCESSES INVOLVED IN MOBILE CONVERSATION
MSC
VLR
AVC
BSC
CDR
BTS
45
RECIVER
46
AIRTEL 2 AIRTEL LOCAL
CALLER (AIRTEL)
BTS
BSC (AIRTEL)
MSC(AIRTEL)
HLR
BSC
47
BTS
RECIVER (AIRTEL)
48
AIRTEL 2 OTHERS
CALLER (AIRTEL)
BTS
BSC (AIRTEL)
MSC(AIRTEL)
HLR
49
MSC (Others)
BTS
RECIVER (Others)
50
ROAMING
CALLER (AIRTEL)
BTS
BSC (AIRTEL)
MSC (AIRTEL)
HLR
VLR
51
MSC (AIRTEL DELHI)
MSC (REGIONAL)
BSC
BTS
RECIVER (Others)
52
Sunil Bharti Mittal
Age: 49 years
Sunil was one of the first entrepreneurs to identify the mobile telecom
Delhi and the National Capital Region in the year 1995. Under his
In his personal capacity, Sunil has received several awards such as:
53
“Ernst & Young Entrepreneur Of The Year 2004”, Ernst &
Young
Apart from his role at Bharti, Sunil holds the position of the Honorary
Association.
School.
54
Company Profile Of Vodafone
with Max India Limited. In 1995, Hutchison Max Telecom became the first
with presence in all the major regions - Orange in Mumbai and Hutch in
network in India and around the world than any other operator.
They are known for their innovative approach and world class technology.
Their goal is to provide the subscriber the superior products and services,
the first cellular operators in the world, having started its services way back in
1985.
Whampoa Limited, a Fortune 500 company, and one of the largest companies
listed on the Hong Kong Stock Exchange. Its operations span 36 countries
55
across the Asia Pacific region, Europe and the Americas.Hutchison affiliates
follower with 2.18 lakh subscribers to Air Tel’s 3.28 lakh subscribers
Today, in India, Hutch becomes Vodafone. Now, the pink color logo of
In 2005-06, the Orange brand in Mumbai was phased out to introduce Hutch.
The company also changed the colors of its logo from orange to pink last year.
After acquiring 67 per cent of stake (around Rs. 250 crores) in Hutchison Essar
Asim Ghosh, MD, Vodafone Essar, said “We’ve had a good innings as Hutch
in India and today marks a new beginning for us, not as a departure from the
fundamentals that created Hutch, but an acceleration into the future with
56
Vodafone CEO and Vice-Chairman Arun Sarin of the joint venture
Vodafone Essar will be landing in India for the meeting that would discuss
service, auto roam, fax and data, cricket updates, M-banking, general
information, tarot line, etc. The company launched WAP in Delhi in October
2000, much before its rival Bharti. It has 5000 WAP customers, as in December
2000. The company has been a prime mover in introducing these value-added
The values are stated simply. To be fair and transparent in what they do and
how they do it. To provide the quality services with more customer friendly
fun. Where he doesn't simply get technology - but technology that is relevant.
Where solutions are not just promised in the future - but delivered in the
present.
57
Vodafone Logo
SERVICES
Staying connected becomes a lot easier with Vodafone. We have a wide range
of services you can access right from your Vodafone phone. From cell banking
to flight updates to call management services, get all that you want, instantly.
To activate these value added services on your Vodafone phone, simply dial
SMS
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Message your family and friends through Vodafone SMS Services. It's
convenient and affordable. Communicate with cell phone users in over 100
Pay just Rs. 1.50 per message for sending SMS anywhere across the country.
SMS Chat
Now, you can chat on your Vodafone phone with as many people as you
want. Its fun and as simple as sending an SMS. Your identity will remain
anonymous as your phone number is never displayed during the chat. You
You can also create your own chat rooms or chat in the different rooms that
All you have to do is type in your messages and send them to 2428. You will
Vodafone Online
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Get all the useful information you need directly on your Vodafone phone -
If you do not see the Vodafone Online menu on your phone, send HELP
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
MTNL Directoy
With this facility you can get to know the address and telephone no. of MTNL
You don't need to look up your diary or a phone directory to find out STD
and ISD codes. You can find it directly through your Vodafone phone.
60
Ringtones & Logos
Now you can change the ringtone on your Vodafone phone according to your
moods. You can download logos as well. With the Vodafone and Yahoo! tieup
For every ringtone downloaded, you will charged Rs. 7.00 (including the cost
of SMS sent). For every logo/picture message downloaded, you will charged
Vodafone now offers you two exciting ways to send messages. You can make
your message flash directly on your recipient’s screen instead of the inbox.
You can also highlight the important parts of your message through blinks. So
your text messages become not only more visible, but more effective too.
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
61
Dial-in Services
Vodafone brings you more conveniences at your fingertips. Use our Dial-in-
Services to check cricket scores, horoscope, up-to-the minute news and other
Service Number
NDTV Online 123
Info Line 301
Dial-n-Deliver 306
Cricket Online 123
Tarot Line 314
Cell Rashi 315
Dial-a-Pizza 303
Dial-a-Cab 335
Voice Response Service 123
There are occasions when you may not want to take a call, or your Vodafone
62
access fee, you can now retrieve your messages at your convenience. Even if
you are roaming, you can retrieve your messages from your voice mailbox
You can also record your voice signature and welcome message.
You can check your caller's telephone name and number on your phone
screen whenever you receive a call. This gives you the flexibility to either
You can access this service by just paying Rs. 49 per month, if you are a
Prepaid customer.
63
Itemized Billing
at the end of each month. This is a detailed billing statement which helps you
Toll charges
This service enables you to constantly keep in touch with your office,
colleagues and information sources. You can send or receive faxes and
64
transmit data using your Vodafone phone anytime, anywhere. Whether you
At speeds of up to 9600 bps within the network or while roaming. You can
All you need is a handset compatible data card (PC Card) or a GSM Software,
You can also opt for either Vodafone Fax or Vodafone Data services
independently.
Your Vodafone fax number can help you differentiate between incoming
voice calls and fax transmissions. You can also send and receive faxes
By opting for the Vodafone Data Services you can access e-mail, databases
Charges to activate the Vodafone Fax and Data service, you just need to pay a
one-time activation fee of Rs. 500. To access the Fax service, the fee is Rs. 250.
65
There may be occasions when you need to conference with up to six people at
a time or talk to just two. Or you are speaking to someone and want to
forward an incoming call to another phone. With your Vodafone phone, you
can do this and more.Vodafone helps you manage your calls effortlessly so
Voice Response
designed to recognize Indian voices and accents, the Voice Response service
makes your life more convenient. You can get the latest updates on news,
stocks, cricket and your horoscope. Airtime charges will be Rs.6 per minute (1
minute pulse).
Voice Messaging
Voice Messaging has become even more affordable. You can now send voice
66
for just Rs.3.95 per min* (as against Rs.4.95 per min earlier).
Voice messages within India across select networks will cost you Rs. .95 per
min only. Also, recipients of the cellular Voice Messaging service have the
option of replying back to the messages, which get returned back as return
communication.
You do not have to wait to get a PC to use the Yahoo! Messenger. With the
exclusive Vodafone-Yahoo! tie-up, you can easily get connected through your
You can connect with all Yahoo! Messenger users, send, receive and reply to
instant messages, view and manage your friend list and also manage
authorization requests. All this and more just by using SMS. You will be
Cell Banking
67
Vodafone now puts the bank in your pocket with Cell Banking. Access your
bank account and transact directly on your Vodafone phone by sending text
messages.
The first of its kind in India, this service enables you to conduct your banking
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
Roaming
Now you can always stay connected, no matter where you are. With the
Vodafone Roaming facility, you can use your Vodafone phone in over 100
countries worldwide and over 1000 cities, towns and highways across India.
Your Vodafone phone number and PIN number remains the same whether
you are in Delhi, Chandigarh, London, Paris or anywhere else in the world.
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National and International Roaming on Vodafone Prepaid
Roaming on Vodafone Prepaid gives you the most extensive coverage in over
1000 cities, towns and highways across India, and in over 100 countries
around the world. Enjoy Roaming on your Vodafone Prepaid card and stay
You can now directly access your email account on Yahoo! Mail on your
Vodafone phone. What’s more, you do not need a WAP enabled handset for
this service as it is based on SMS. So gain freedom from your PC and access
You will be charged Rs. 2 per outgoing message. Incoming messages are free.
WAP
With WAP, you can have the Internet directly in your pocket. So if you are
looking for quick and easy delivery of information and services, your
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Vodafone phone can show it all. Use it to check out news, finance, shopping,
To access this service all you need is a WAP enabled handset and WAP
This service comes to you at a nominal charge of Re. 1 per minute (1 min
pulse).
Group Messaging
you can send your message to all your friends at one go!
With Group Messaging from Vodafone, you can thus save yourself the bother
Vodafone4help
Vodafone4help now lets you take advantage of a lot more services than
before. You can connect to the nearest fire brigade or mechanic or florist or
70
even order a pizza. If you are stranded in the middle of the road, or if you you
need immediate medical attention or if you are looking for a police station
close by, Vodafone4help gives you instant access to your nearest source of
All the help services are charged@Rs.6/min. while for police and fire help only
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Objective Of The Study
72
OBJECTIVE OF THE STUDY
73
Research Methodology
74
Research Methodology
Scope
The given project is to analyze the overall satisfaction of subscribers
with their mobile service provider. The scope for the research is not
very big. The area or say the premises of the researcher was Delhi
region.
Research Design
A research design is purely and simply the framework or plan for a
study that guides the collection and analysis of data. The survey
research was used in this project, because consumer’s feedback was
necessary for obtaining the data.
Data Sources
Primary data was collected by the questionnaire based market survey.
In this survey 100 AIRTEL and 100 VODAFONE mobile users were
surveyed.
Secondary data was obtained from journals, magazines, newspapers,
books and of course the Internet.
Research Instrument
For doing the survey research, structured questionnaire with both
open-ended and closed-ended questions was used.
Mode of Survey
The mode of survey was personal interview with the respondents
during the filling up of the questionnaires.
Sample Size
A sample size of 200 respondents is used for the study.100 AIRTEL and
100 VODAFONE customers were contacted and interviewed.
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Sample Unit
This study was basically an opinion survey of the residents of Delhi –
who are cell-phone users – regarding their views on the cellular service
providers.
Place of Study
Delhi region.
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Findings & Analysis
77
Findings & Analysis
Spending Per Month By Subscribers
68%
70%
58%
60%
50%
40%
31%
30% 23%
20%
6% 8%
10%
2% 1% 2% 1%
0%
Airtel Vodafone
Upto Rs.500 68% 58%
Rs.501-1000 23% 31%
Rs.1001-2000 6% 8%
Rs.2001-3000 2% 2%
Rs3000 and above 1% 1%
Rs.501-1000 Rs.2001-3000
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Time taken for activating sim
90% 83%
76%
80%
70%
60%
50%
40%
30%
20%
20%
11%
10% 6%
3% 1%
0%
0%
Same Day Next Day 2-3 Days More than 3 days
Airtel Vodafone
This shows that 83% of Airtel and 76% of Vodafone subscribers got their sim
activated the same day of purchase while others had to wait for next day and
some for 3 days also. This is really a trouble for subscribers waiting for
activation.
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Satisfaction from Current Tariff
70%
61%
60%
53%
50%
40%
30%
18%
20% 15% 14% 15%
13%
11%
10%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Airtel 61% 13% 11% 15%
Vodafone 53% 15% 14% 18%
This show that only 61% of Airtel users and 53% of Vodafone users are very
satisfied with tariff charges.15% of Airtel and 18% of Vodafone users are
dissatisfied with tariff which could lead them to shift to other cell operator
providing lower tariff.
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Satisfaction from network quality
80% 73%
67%
70%
60%
50%
40%
30%
18%
20% 15%
10%
8% 7%
10%
2%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Airtel 73% 15% 10% 2%
Vodafone 67% 18% 8% 7%
73% of Air Tel and 67% of Vodafone users are very satisfied with network.
Only 2% of Airtel users are dissatisfied which show that their network is best.
7% of Vodafone users reported dissatisfaction because of poor signals or no
signals in basement.
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Satisfaction from SMS Service
89%
90%
81%
80%
70%
60%
50%
40%
30%
20%
8% 10% 6%
10% 3% 3%
0%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Airtel 89% 8% 3% 0%
Vodafone 81% 10% 6% 3%
89% of Airtel and 81% of Vodafone users shown great satisfaction from SMS
service.3% of Vodafone users shown dissatisfaction because of late delivery of
messages and high charge.
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Satisfaction from Roaming facility
70%
62%
58%
60%
50%
40%
30%
20%
18%
20%
13%
10% 9% 10%
10%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Airtel 62% 18% 10% 10%
Vodafone 58% 20% 9% 13%
62% of Airtel and 58% of Vodafone users are very satisfied with roaming
facility. 10% of Airtel and 13% Vodafone users are dissatisfied with roaming
because of high charges and poor signal strength while on roaming.
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Satisfaction from Value added Services(VAS)
60%
53%
48%
50%
40%
30%
24%
21%
20% 15%14%
14%
11%
10%
0%
Very Satisfied Satisfied Satisfied to an Extent
Dissatisfied
Airtel 53% 21% 11% 15%
Vodafone 48% 24% 14% 14%
Only 53% of Airtel and 48% of Vodafone users are very satisfied from VAS.
15% of Air Tel and 14% Vodafone users are dissatisfied from VAS because
they are not using these due to high charges for these facilities.
40%
30% 25%
23%
21%
18%
20%
8%
10% 5%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Airtel 48% 23% 21% 8%
48% of Airtel and 52% of Vodafone users are very satisfied with this service.
8% of Airtel and 5% of Vodafone users are dissatisfied from service because of
high charge.
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35%
31%
30%
30% 28%
25%
24%
25% 23%
21%
20% 18%
15%
10%
5%
0%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
only 23% of Airtel and 30% of Vodafone users are very satisfied with billing.
28 % of Airtel and 18% Vodafone users are dissatisfied with billing because of
inflated bills and delay in resolving. In this case Vodafone is better in
comparison to Airtel with less billing problems.
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80%
68%
70%
60%
50%
42%
40%
30%
21% 21%
19% 18%
20%
10% 6% 5%
68% of Airtel and 42% of Vodafone users are very satisfied with customer
care. In case of Vodafone 18% of users are dissatisfied with customer care
while in Airtel it is only 5% which shows that Airtel is winner in terms of
providing Customer Care services. Reason for this is waiting time to talk to
customer care and resolving time taken is very high in Vodafone.
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Planning to Shift to other cell operator
84%
90% 77%
80%
70%
60%
50%
40%
23%
30% 16%
20%
10%
0%
Airtel Vodafone
Yes 16% 23%
No 84% 77%
16% of Airtel users are planning to shift to other cell operator because they
find call charges expensive. While 23% of Vodafone users are planning to shift
because of poor customer care and high call charges. This shows that users
have much more loyalty towards Airtel in comparison to Vodafone.
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Recommend their cell operators to others
84%
90% 77%
80%
70%
60%
50%
40%
23%
30% 16%
20%
10%
0%
Airtel Vodafone
84% of Airtel and 77% of Vodafone users are ready to recommend others. This
shows high satisfaction level in Airtel users as compared to Vodafone.
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Conclusion
With the steep fall in the cost of providing cellular services, and increasing
deregulation and competition, developing countries are witnessing rapid
growth in cellular subscriber base. Indian cellular industry has been
witnessing a Compounded Annual Growth Rate of about 105.2%. It is a $5
billion industry today, and the cellular subscriber base in the country has
increased to 6.4 million from a mere 28,550 in 1996. According to reports,
Indian mobile subscriber base is expected to grow to 19.48 million in the
current year, i.e.; 2004. However, the penetration rate of cellular services is
very poor in developing countries. In India, the cellular density is 0.56 per 100
population compared to 77.84 in Finland.
statistics of the cellular sector for many countries are available from a variety
of industry sources. However, rigorous empirically based studies of cellular
market growth are much more limited in number.
Moreover, these studies do not provide much insight into the mechanics of
growth in cellular markets. Such insights can inform policymakers about the
process by which growth occurs and help develop policies that can improve
cellular penetration in developing countries. They are also useful to service
providers in planning their network rollouts and services in the face of
market competition.
With the introduction of new providers, the incumbents face erosion of their
subscriber base. They can take preemptive measures to improve the quality of
their services offerings, reduce prices and increase the breadth of their service
offerings. The new operators have to battle against the advantages of the
incumbents such as existing subscriber base, economies of network
operations, network infrastructure and their financial strength.
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There are other idiosyncrasies that may also need to be considered. In case of
India for instance, some of the entities that have received licenses to operate
as the fourth operator in metro areas, have prior cellular network
provisioning experience in selected parts of the country. They can reduce the
roaming charges when the subscriber roams in the operator's other areas.
Further, the government owned third operator, was erstwhile monopoly
operator in basic and domestic long distance services. This operator has
extensive long distance network and a sound financial base that will enable
them to cross-subsidize the cellular service and reduce prices.
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Recommendations
Sim card activation should not take more than 24 hrs.
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Billing complaints should be resolved within 24 hrs. Airtel should look
into this matter as they have more billing related issues.
Call pulse rate should be reduced to 15 seconds as most call end up less
than this time. This will save money of customers.
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ANNEXURE
94
Bibliography
Boyd, Westfall, Stasch: Marketing Research.
( Seventh Edition)
(Second Edition)
www.Vodafoneworld.com
www.google.com
www.voicendata.com
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Questionnaire
1. NAME: _________________________
2. AGE:
3. SEX:
( ) Male ( ) Female
4. EDUCATION LEVEL:
5. OCCUPATION:
( ) Prepaid ( ) Postpaid
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( ) Upto 500 ( ) Rs.501-1000 ( ) Rs.1001-2000 ( ) Above Rs.2000
10. To what extent you are satisfied with Current Tariff of your cell
operator:
11. To what extent you are satisfied with Network Quality of your cell
operator:
12. To what extent you are satisfied with SMS Facility of your cell
operator:
13. To what extent you are satisfied with Roaming Facility of your cell
operator:
14. To what extent you are satisfied with Voice Mail Service of your cell
operator:
15. To what extent you are satisfied with Mobile Banking of your cell
operator:
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16. To what extent you are satisfied with Value Added Services like
GPRS, MMS, E-MAIL, Chatting, Fax etc. of your cell operator:
17. To what extent you are satisfied with Billing by your cell operator:
18. To what extent you are satisfied with Customer Care Service of cell
operator:
19. Are you planning to Shift to other cell operator in near future:
( ) Yes ( ) No
( ) Yes ( ) No
_______________________________________________________________
_______________________________________________________________
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CUSTOMERS DATABASE
NAME SEX AGE
Dheeraj Miglani M 1
Anuj Sood M 2
Anuj Gupta M 3
Mofij Ahmed M 3
Rakesh M 2
Aman Singh M 3
N Durga Rao M 1
saurabh pandey M 3
Mrs Bharti F 1
Mrs Sheila F 1
Mrs Jyoti Shah F 1
Kiran Kumar F 1
Charanjit Singh M 2
Arpit M 4
Sanjeev Mishra M 3
Kartik Sharma M 2
Prince Ahuja M 1
Manoj Kumar Bhola M 1
Devesh Arora M 1
Vinay Prakash M 2
Prabhat Kumar M 2
Shweta Bakshi F 3
Deepak Vij M 1
Barnali Patgiri F 3
Pradeep Sambyal M 3
Deeraj Kumar Sharma M 4
Gyanendra Dev M 4
KJS Kochar M 2
Sanjiv Khurana M 2
Pooja Thapar F 1
Anita Dhillon F 1
Jyoti Lahiri F 1
Kapil Dev Sharma M 4
Sudeep Bhatt M 4
Naveet Lomish M 2
Saya Chopra M 2
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Sonaal Pandit M 3
Ranjiv kapur M 3
Vishal Dewan M 4
Raj Malhotra M 4
Vinay Kapoor M 1
Reena Sethi F 1
Sunil K Gambhir M 1
Lukose K Joseph M 1
Nidhi Arora F 1
Harish Taneja M 2
Sheetal F 2
Shweta Paul F 2
B N Jha F 3
Mayank Sharma M 3
Sachin Deshmukh M 4
Rahul sethi M 4
Abhishek Prashad M 2
Shaji Kuruvilla M 2
Rajesh Sadhu M 4
Moitree Sinha M 4
Shameen Rocha F 3
Terry O Conner F 2
Aruna Khan F 4
Neela Bhowmik F 2
Sudha Choudhry F 1
Lynnette Nath F 4
Ashish Kumar M 1
Bhawna Makhnotra F 1
Sunil Sharma M 2
Rajit Mehta M 3
I.S. Sandhu M 4
PS Anantha Narayanan M 2
Rajesh Sud M 3
Vijay Gupta M 4
Pramod M 2
Radhakrishnan
Vipin jain M 3
Baishali Ghosh M 4
I B Sahay M 2
Praneet Singh M 3
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Ritesh M 4
Nitin Saini M 1
Jyoti shahi M 1
Rajesh Sadhu M 1
Moitree Sinha M 2
Shameen Rocha F 2
Terry O Conner F 2
Aruna Khan F 3
Neela Bhowmik F 4
Sudha Choudhry F 2
Lynnette Nath F 3
Bhawna Makhnotra M 4
Sunil Sharma M 1
Rajit Mehta M 2
Mayank Sharma M 3
Sachin Deshmukh M 4
Rahul sethi M 2
Abhishek Prashad M 1
Shaji Kuruvilla M 1
Moitree Sinha M 1
Alok Nath F 2
Eunice Stephen F 1
Sabreena R Grimm F 2
Ashish Kumar M 1
Bhawna Makhnotra F 3
Sunil Sharma M 3
Rajit Mehta M 4
I.S. Sandhu M 4
PS Anantha Narayanan M 2
Rajesh Sud M 2
Vijay Gupta M 4
Pramod M 4
Radhakrishnan
Vipin jain M 1
Baishali Ghosh M 4
I B Sahay M 1
Praneet Singh M 1
Ritesh M 1
Nidhi Arora F 1
Harish Taneja M 4
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Sheetal F 4
B N Jha F 3
RASHMI F 3
RAJSHREE F 4
Arjoo Chowdhary F 2
Pooja F 3
Shamli sharma F 4
Renu gupta F 2
Shilpa F 4
Preetam M 1
Jatin M 2
Gaurav sharma M 1
Aakash sinha M 3
M – Male F- Female AGE: 1- Upto 25 Years 2- 26-35 Years
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