AIRTEL

Tushaar Kumar
BHARTI AIRTEL PVT. LTD.  GURUGRAM, INDIA
 2

INTRODUCTION

Airtel is an Indian multinational telecommunication service company with a

massive network in 18 countries. It was founded by Mr. Sunil Bharti Mittal on
7July, 1996. It is awarded as second largest mobile network operator in India. It is
also awarded as second largest mobile network operator in the world.
The Airtel is managed and operated by different supporting companies which are
Ericsson, Nokia and Huawei for providing equipment and maintenance & Amdocs
for IT and Network Support.
Airtel is credited with pioneering the business strategy of outsourcing all of its
business operations except marketing, sales and finance and building the 'minutes
factory' model of low cost and high volumes.
The company’s headquarter is located at Nelson Mandela Road, New Delhi, India.
It’s corporate office is located at Udyog Vihar phase- IV, sector 18, Gurugram,
Haryana, India.

1|airtel
2

MISSION

Hunger to win customers for life

2|airtel
 2

VISION

Our vision is to enrich the lives of our customers. Our obsession is

to win customers for life through an exceptional experience.

3|airtel
 2

HISTORY

Airtel was founded by Mr. Sunil Bharti Mittal in 1996.

The series of events followed for the foundation of Airtel are as follows:
 In 1984, Mr. Bharti started assembling push-button phone which were
earlier imported from Singtel, a Singaporean company. Its first push-
button phone was named as “Mitbrau”.
 In 1992, he successfully bid for one of the four mobile phone network
licenses auctioned in India.
 He was one of the first Indian entrepreneurs to identify the mobile
telecom business as a major growth area.
 His plans were finally approved by government in 1994.
 In 1995, Bharti Cellular Limited(BCL) launched services in Delhi under
the brand name AirTel.
 In 1999, Bharti Enterprises extended cellular operations to Karnataka
and Andhra Pradesh.
 In 2000, they acquired Skycell Communication in Chennai.
 In 2003, the cellular phone operations were re-branded under single
brand name “Airtel”.
 In 2005, they extended their network to Andaman and Nicobar allow-
ing voice services all over India.

4|airtel
2

Acquisitions & Mergers

 MTN Group Merger and Negotiation

 In 2008, Airtel was exploring possibilities of buying the MTN group.
 The MTN group had operations in 21 African and middle east countries
 It was reported that Bharti Airtel was considering offering US$45 billion for
100% stake in company.
 In 2006, talks between MTN and Bharti eventually ended without agree-
ment.
 Acquisitions of Zain’s Africa operations
 In June 2009, Airtel acquired the Zain’s mobile operations in 15 African
countries
 Warid Telecom
 In 2010, Warid Telecom sold 70.90%of of their stakes to Airtel
 In 2013, they sell the remaining stake to Airtel’s Singapore based company.
 Robi Axiata Limited
 In 2016, Airtel Bangladesh was merged into Robi as a product brand of Robi.
 Telecom Seychelles
 In August 2010, Airtel announces that it would acquire 100% stake in Tele-
com Seychelles.
 Wireless Business Services Pvt. Ltd.
 In May 2012, Airtel announces to acquire a stake of 49% in Wireless Busi-
ness Services Pvt. Ltd.
 In October 2013, Airtel announces that it has acquired 100% equity share of
WSBPL.

5|airtel
2

 Augere Wireless
 Airtel purchased Augere Wireless Broadband India Pvt. Ltd. In December
2015.
 Telenor India
 In February 2017, Airtel announced it has entered a definitive agreement to
acquire Telenor India.

6|airtel
 2

SERVICES

Bharti Telecom (BTL) is a holding company of Bharti Airtel with SingTel own-
ing 50.56% and 49.44% respectively, in BTL, which in turn owns 35.8% of
Bharti Airtel.
It offers its telecom services under the Airtel brand, which are:
o Broadband Services
o Digital Television Service
o Banking Service
o Business
o Android-based Tablets
o Satellite Television
o Airtel Payment Banks
o IPTV
o DTH
o Postpaid
o CLM on TV

7|airtel
2

BOARD OF DIRECTORS

BHARTI AIRTEL PVT.LTD.

Mr. Sunil Bharti Mittal

(Chairman)

BOARD OF DIRECTORS

MANAGING DI- INDEPENDENT NON-EXECUTIVE

RECTOR &CEO DIRECTORS DIRECTORS
Mr. Gopal Vittal Mr. Shishir Priyadarshi  Ms. Chua Sock
He is the Managing Mr. Manish Kejriwal Koong
Director and CEO of Ms. Nisaba Godrej  Mr. Tao Yih Arthur
Bharti Airtel Pvt. Ltd.
Mr. Dinesh K. Mittal Lang
Mr. V.K. Viswanathan  Mr. Rakesh Bharti
Ms. Kimsuka Mittal
Narasimhan
Mr. Shyamal Mukherjee
Mr. Pradeep K. Sinha

8|airtel
 2

DEPARTMENTS

BHARTI AIRTEL PVT.LTD.

DEPARTMENTS

Mr. Gopal Vittal

(Managing Director & CEO)

DTH BUSI-
TECHNOLOGY INFORMATION WYNK BUSINESS NESS

Mr. Randeep Mr. Pradipt Mr. Adarsh Mr. Ajay Mr. Sunil
IT DEPARTMENT
Singh Sekhon Kapoor Nair Chitkara Taldar
(Chief Technology (Chief Information (Chief Product & (Director & CEO) (CEO & Dir-
Officer) Officer) Experience Officer ector)
at Airtel CEO of The Information
WYNK)
Technology Department of Bharti Airtel Pvt. Ltd.

SUPPLY CHAIN PEOPLE LEGAL & REGU- MARKETING &

MANAGEMENT STRATEGY LATORY COMMUNICATION
Mr. Pankaj Mrs. Amrita
Ms. Vidyut Mal-
Miglani Padda
hotra Gulati Mr. Shashwat Sharma
(Director) (Chief People Officer)
(Director) (Director)
handles all the tech-
nical issues arising in
9|airtel
 2

the company. They are responsible for implementation of operational pa-

rameters for working units and individuals use of IT systems, architecture
and networks. They enact the rules about how you and your team can use
the company’s technology and what you can use it for.
The Chief Information Officer of Bharti Airtel is Mr. Pradipt Kapoor.
Mr. Pradipt and the engineering team are the backbone of transforming the
digital transformation agenda of airtel. He is passionate about products,
platforms and is working on harnessing the power of emerging technologies
to enable and transform to new business models and deliver solutions that
enhance the customer experience.

INFORMATION

CUSTOMER LIFECYCLE
MANAGEMENT

COMMUNICATION SEGMENTATION

COMMUNICATION
10 | a i r t e l
 2

It refers to the way in which businesses and organizations communicate

with internal and external various audiences. These audiences mainly in-
clude customers. It establishes the relation between the customer and the
service provider.
The main key elements of communication sector are: -
 SMS – Short Messaging Service
 IVR – Interactive Voice Response
 OBD – Outbound Dialer
 E-mails
 CLM on TV

SMS – Short Messaging Service

SMS or Short Messaging Service is a medium of communication used by the
organizations to communicate the message or information to the audience
or the customers associated with it.

IVR – Interactive Voice Response

IVR is an automated telephony system that interacts with callers, gather in-
formation and route calls to the appropriate recipients.

OBD – On Board Dialer

OBD is an automated phone call that essentially relays a pre-recorded voice
message to the customer. It can be sent to an end number of a user at any
given point of time in the language of choice.

E – Mails
It is a way of advertising the campaign or gathering customers complaints
for an organization for a fast and efficient mode of communication be-
tween the organization and customers.

11 | a i r t e l
 2

CLM on TV
It refers to the process of prospects making aware of a product, scheme
from the company provided to the general or an individual customer with
the help of campaign on Television.

12 | a i r t e l
 2

SEGMENTATION

It is basically a process of grouping customers into homogenous groups in

order to optimize the use of resources and increase efficiency, be it in
terms of product adoption, communication and branding, distribution or
pricing.

SEGMENTATION

VOICE DATA

MULTIPLE WAYS OF
BEHAVIOURAL STUDY
THOUGHTS / BROWSING
THROUGH DATABASE
BEHAVIOUR

13 | a i r t e l
 2

BEHAVIOURAL STUDY THROUGH

DATABASE
Database is a collection of a useful data presented in a pre-defined struc-
tured manner. With increased competition in the telecom market, it has be-
come even more vital for telecom operators to be proactive in providing
services to their customers and to position themselves accurately in the
complex market. Using the right technology, telecom can have access they
seek in almost real time.
Telecom industry has an easy access to the user data. Traffic, user beha-
viour, location and more are easily attainable for provider. Using this in-
formation, providers can analyse which service their users use, for how long
they use them and when.
They can offer precise upgrades, accurately price their services and provide
a superior experience that can win loyalty in this extreme fickle market.

AIO DASHBOARD AND DARTS KPI

DEFINE DETAILS OF ALL USED FOR DATABASE FETCHING FOR
CAMPAIGN ANALYSIS

14 | a i r t e l
 2

KPI – Key Performance Indicator

Key Performance Indicators are used to measure, track and report how the
organization is performing in relation to its objectives. They can be used for
post-hoc analysis and reporting and for setting goals for the organization. It
is important to design relevant and well-understood KPIs. The KPI is not a
direct reflection of an objective, rather the KPIs could be a subset of several
objectives or focus on daily operations that is not part of a specific objec-
tive. It is important to reflect on what is critical to follow up and to develop
an efficient process to identify new KPIs and to measure and report on the
defined KPIs. Implementing KPI and report processing takes time, focus and
patience but when working well, it will give you very valuable insight to the
organization and the performance of the network automation and automa-
tion group.

15 | a i r t e l
 2

DARTS

The DARTS means Design Approach for Real-Time Systems. In addition to

the high-performance requirements inherent to multimedia processing or
to W-CDMA, future generation mobile telecommunications brings new con-
straints to the semiconductor design world. In fact, to support these pro-
cessing, a system will have to be very flexible, in order to support the vari-
ous algorithms allowed by the norm and the addition of new services, while
keeping an energy consumption level compatible with the portability notion
of this system. To associate high performances and low energy consumption
in a flexible system, we developed a dynamically reconfigurable architec-
ture called DART.

16 | a i r t e l
 2

DATABASE MACHINE

A Database Machines or back-end processor is a computer or special hard-

ware that stores and retrieves data from a database. It is specially designed
for database access and is coupled to the front-end computers by a high-
speed channel. It can transfer large packets of data to the mainframe using
hundreds to thousands of microprocessors with database software.

The database machine is tightly coupled to the main CPU, whereas the

database server is loosely coupled via the network.  The front-end pro-
cessor receives the data and displays it. The back-end processor on the
other hand analyses and stores the data from the front-end processor.

They use specialised architecture and storage technologies to optimise per-

formance of database functions. Due to a variety of factors, including ad-
vances in technologies and most notably the move to client-server architec-
ture, these expectations for specialised database machines failed to materi-
alize.

17 | a i r t e l
 2

WEB CLOUD
The web cloud refers to servers that are accessed over the Internet, and
the software and databases that run on those servers. Cloud servers are
located in data centres all over the world. By using cloud computing, users
and companies do not have to manage physical servers themselves or run
software applications on their own machines. It enables users to access the
same files and applications from almost any device, because the computing
and storage takes place on servers in a data centre, instead of locally on the
user device.

Cloud computing is possible because of a technology called virtualization.

Virtualization allows for the creation of a simulated, digital-only virtual
computer that behaves as if it were a physical computer with its own hard-
ware. The technical term for such a computer is virtual machine.

Virtual Machines also make more efficient use of the hardware hosting
them. By running many virtual machines at once, one server becomes many
servers and a data centre becomes a whole host of data centres, able to
serve many organisations.

 BENEFITS OF CLOUD: -
i. Data Accessibility: Users can access their files from multiple
locations and devices and easily share their files with other
users as needed.

18 | a i r t e l
 2

ii. Scalability: Upgrading existing on-premises infrastructure may

require expensive hardware and additional IT support, costing
businesses valuable time, money and effort. Cloud storage en-
ables businesses to scale their storage needs without the added
expense and expertise required to do so internally.

iii. Disaster Recovery: When data is stored in a single physical

location, it is vulnerable to natural disasters, human errors and
hardware failures. Online cloud storage doesn’t face the same
issue, as cloud vendors prevent critical data loss with redundant
storage systems and geographical replications.

 DISADVANTAGES OF CLOUD: -
i. Security Threats: Online cloud management provides secure
and efficient data management, but that doesn’t mean cloud
vendors are immune to privacy issues, hacks and security
breaches. Entrusting sensitive data to third party vendors can
raise a certain number of concerns around data confidentiality,
internet file transfer and the management of internal and ex-
ternal file access.
ii. Limited Data Management: Users who choose a public or
hybrid cloud storage service give partial or total control of their
data organisation to an outside vendor. Legacy on-premise in-
frastructure may not be fully compatible with certain cloud
storage systems, and a complete migration to the cloud is often
19 | a i r t e l
 2

a complicated process. This is another area in which internal

private cloud storage or hosted private cloud storage may
make more sense for those looking to retain complete control
over the way their data is stored.
iii. Vendor Lock-in:  Just as it can be difficult to migrate from on-
premise infrastructure to a cloud service, it can be difficult to
migrate from one cloud vendor to another. The longer a busi-
ness utilizes a particular cloud vendor, the more they run the
risk of vendor lock-in due to contractual stipulations, incom-
patibilities between vendor systems, and lack of data migration
tools and services.

 SERVICE MODELS OF CLOUD COMPUTING: -

i. Software-as-a-Service: Instead of user installing an application

on their device, SaaS applications are hosted on cloud servers and
users access them over the internet.
ii. Platform-as-a-Service: In this model, companies do not pay for
hosted applications instead they pay for the things they need to
build their own application. They offer everything for building an
application including development tools, infrastructure and oper-
ating systems over the internet.
iii. Infrastructure-as-a-Service: In IaaS, the company rents the
server and storage they need from a cloud provider. Then they
use the cloud infrastructure to build their applications.
20 | a i r t e l
 2

iv. Function-as-a-Service: It is also known as serverless computing.

FaaS breaks cloud applications into even smaller components that
only run when they are needed. They are called serverless be-
cause they do not run on dedicated machines and because the
companies building the applications do not have to manage any
servers.

 TYPES OF CLOUD DEPLOYMENT: -

i. Private Cloud: It is a server, data centre or distributed network

wholly dedicated to one organisation.
ii. Public Cloud: It is a service run by an external vendor that may
include servers in one or multiple data centres. These are shared
by multiple organizations. Using virtual machines, individual serv-
ers may be shared by different companies, a situation that is
called multitenancy because multiple tenants are renting server
space within the same server.
iii. Hybrid Cloud: Hybrid Cloud deployment combine public and
private clouds and may even include on-premises legacy servers
An organisation may use their private cloud for some service and
public cloud for others, or they may use the public clouds as
backup for their private cloud.
iv. Multi Cloud: It is a type of cloud deployment that involves using
multiple public clouds.  In other words, an organization with a

21 | a i r t e l
2

multi-cloud deployment rents virtual servers and services from

several external vendors to continue the analogy used above.

22 | a i r t e l
 2

CLOUD FIREWALL
A Cloud Firewall is a security product that, like a traditional firewall, filters
out potentially malicious network traffic. Unlike traditional firewalls, cloud
firewalls are hosted in the cloud. This cloud-delivered model for firewalls is
also called Firewall-as-a-Service (FWaaS). These firewalls form a virtual
barrier around cloud platforms, infrastructure and applications, just as tra-
ditional firewalls form a barrier around an organisation’s internal network.

 BENEFITS OF FWaaS:
i. Malicious web traffic is blocked, including malware and bad bot
activity. Some FWaaS can block sensitive data from going out.
ii. Traffic doesn’t have to be funnelled through a hardware appliance,
so no network choke points are created.
iii. Cloud firewall integrate easily with cloud infrastructure.
iv. Multiple cloud deployment can be protected at once.
v. Cloud firewall scale up rapidly to handle more traffic.
vi. Organisations don’t need to maintain cloud firewalls themselves; the
vendor handles all updates.

23 | a i r t e l
2

Attacker

Attacker

Cloud CRM

Cloud
Database

Email Cloud

Users Cloud Firewall

24 | a i r t e l
 2

DTH SERVICES
DTH stands for Direct-To-Home. Airtel also provides the DTH services to its
customers. There are around 4 crore DTH customers of airtel all over India.
In Digital Marketing, we provide customers with the best offers for them
through different mediums which are: -
o CLM on TV – In this, we advertise our offers and plans to the custom-
ers through the banners on the Television placed at different places
such as, on the bottom of the menu or at the left panel on the channel
details tab.
o IPTV – It is a high-definition television service provided by Airtel over
the broadband service for the best resolution of picture.
o Xstream – It is a multifacility service provided by Airtel to its custom-
ers for DTH, Broadband, Wi-Fi or Chromecast etc.

25 | a i r t e l