TELECOMMUNICATIONS

SUBMITTED TO : PROF. H.P. MATHUR

SUBMITTED BY : SARTHAK BANSAL
MBA IB 20423BIB066
 EXECUTIVE SUMMARY

SECOND LARGEST SUSCRIBER BASE

RISING PENETRATION RATE

SECOND HIGHEST NUMBER OF INTERNET USERS

HIGHER INVESTMENT FROM FOREIGN PLAYERS

 ADVANTAGE INDIA

•ROBUST DEMAND
•ATTRACTIVE OPPURTUNITIES
•POLICY SUPPORT
•INCREASING INVESTMENT
 MARKET OVERVIEW

• The telecom market is split into three segments

•TELECOM
•Mobile(wireless)

•Fixed-line (wireline)

•Internet service
 EXPANDING OF TELECOM
SUSCRIBERS
• India is currently the second-largest telecommunication market and has the
second-highest number of internet users in the world.
• The PLI scheme in telecom and networking products aims to make India a
global hub of manufacturing telecom equipment. It is estimated that full
utilisation of the scheme funds is likely to lead to incremental production of
about Rs. 2.4 lakh crore (US$ 32.01 billion) with exports of ~Rs. 2 lakh crore
(US$ 26.67 billion) over fiveyears.
• India’s telephone subscriber base increased by 0.60% to 1187.90
• million in February 2021, from 1,183.49 million in January 2021.
• In India, the teledensity (defined as the number of telephone connections for
every 100 individuals) stood at 87.26%, as of February 2021.
• The total wireless or mobile telephone subscriber base increased to 1167.71
million in February 2021, from 1160.59 million in February 2020
INCREASE IN WIRELESS SEGMENT
AND RURAL SUBSCRIBER
RECENT TRENDS AND STRATEGIES
•GREEN TELECOM

•EXPANSION TO RURAL MARKET

•
•EMERGENCE OF BWA TECNOLOGIES

•
•COMMERCIAL SMS TRAFFIC

•INTERNET OF THINGS

•PUBLIC WI-FI NETWORK

•UNIVERSAL SERVICE OBLIGATION FUND

•INVESTMENT IN OPTICAL FIBRE NETWORK

•MOBILE BANKING
 STRATEGIES ADOPTED

• MARKETING STRATEGY
• DIFFERENTIATION
• REDUCED NUMBER OF PLANS
• PRICING STRATEGY
 OPPORTUNITIES ACROSS
SEGMENTS IN THE INDUSTRY

Increasing mobile Rising internet

Untapped rural markets
subscribers penetration

Development of telecom Growing cashless Telecom advertising

infrastructure transactions market

Growth in MVAS
KEY COMPANIES IN THE MARKET
 BSNL
• BSNL is one of India’s leading telecommunications firms, with
prominent funding from the government of India.
• Founded in 2000, it made the name for itself in the telecom
industry as a regional player. BSNL provides its customers with a
range of telecommunication and internet services.
• As the Telecom market felt pressure from an increasing number
of competitors, even BSNL, a government-held company, had to
embrace the digital marketing revolution and be a part of the
paradigm shift in marketing.
• BSNL, with its improving infrastructure, supports 20 million mobile
and computer telecommunications customers across rural
areas.
 BSNL’S MARKETING MIX

BSNL is a massive public sector organisation with a lot

of resource on its beck and call. For such a massive
organisation, the management organisational tool of
“marketing mix” is necessary to gauge the
organisation’s position holistically.
Following are the 4Ps of BSNL’s marketing mix:
• Products and Services
• Price
• Promotion
• Place
 BSNL SWOT ANALYSIS

Strengths
• Backed by government
• Extensive infrastructure in remote areas
• PAN India reach
• Vast experience
• Strategic alliances with IT and hardware companies
• More than 65% market share in rural India market
• Excellent network coverage across India
• More than 90 million people are subscribed to BSNL
• Huge optical-fibre infrastructure
Weakness
• Decreasing market share
• Unable to retain customers
• Poor service image and innovation
• Unproductive rural assets
• Not able to optimize network capabilities
• Poor working culture of government institutions
• Limited brand visibility and low brand loyalty
Threats
• Massive and tough competition
• Government regulatory framework
• Mobile number portability
• Expensive network roll-out
• Low-income subscribers
• Lack of electricity in rural areas
Opportunities
• Privatization of BSNL
• Strategic partnership with smart phone companies
• Partnering with other telecoms
• Customer retention
• Improving upon intangible capabilities (skill, motivation, knowledge & ageing
workforce)
 ISSUES FACED BY THE
ORGANISATION
• The monopoly attitude of BSNL is not changing even with such a high level
of competition
• BSNL lacks in the physical processes which need to be very easy and
accessible from any region where services are available
• They should focus on Value Added Services, building a strong distribution
chain
• Differential treatment to premium/corporate customers
• Unsatisfactory marketing strategies
• Lousy Digital Presence
• Inadequate investments
• It is losing customers and quality
• Declining market share
• Lacks the new, young, and energetic workforce
 RELIANCE JIO
• Reliance Jio is one of India’s largest network providers whose
marketing and business strategy took the world by storm.
• It has played a significant impact on revolutionizing India’s
digital ecosystem. Started operating in the year 2016 as a
telecommunication provider, it gained more than 50 million
subscribers in exactly 83 days of launch.
• Focused on providing India with the ability of the digital
revolution – to attach everyone by providing the highest quality
of connectivity at the most affordable price.
• The company rolled out for a commercial launch in September
2016 and now has a full of a life subscriber base of 398.31
million as per the most recent report issued by TRAI (Telecom
Regulatory Authority of India)
JIO’S COMPETITORS
 BUSINESS STRATEGY OF JIO
The business strategy of Reliance Jio is one of the biggest
reasons for its success. The use of the AARRR strategy to
penetrate the market adds huge growth to the company. This
strategy includes 5 key components to help a business acquire
and retain customers creatively and cost-effectively.
• Acquisition
• Activation
• Retention
• Referral
• Revenue
 SOME OTHER BUSINESS
STRATEGIES
• MARKET ENTRY
• CONSUMER LOSS
• CUSTOMER COMPLAINTS
THANK YOU