A MARKET SURVEY REPORT ON Recharge and Sim card penetration in female segment

Tata Docomo, Bareilly

Session : 2009-2012

Submitted by: Akshay Agarwal

Submitted to: Mrs. Deepti Raj Sharma

Contents
1. Preface 2. Acknowledgement 3. Declaration 4. Terminologies 5. Introduction of Tata Teleservices 6. Tata Communications 7. Company Background 8. Company Profile 9. Understanding Environment 10.TTSL Network 11.NTT Docomo 12.Tata Docomo 13.Brief History of Telecom Sector 14.Products of the Company 15.Market Share 16.SWOT Analysis 17.Organizational Chart 18.Objective of the study 19.Research Design 20.Research Model 21.Competitor Analysis

22.Graphs 23.Findings 24.Difficulties and Limitations 25.Recommendations 26.Questionnaire

PREFACE
The present report is on RECHARGE AND SIM CARD PENETERATION IN FEMALE SEGMENT. In addition, the report studies the comparative analysis of private players in Telecom sector, the penetration of the Starter Packs and Recharges in Feminine sector, the benefits of the Starter Packs, different recharges FRCs, STVs and other recharges (Value Added Services). The aim of the study is to gain insight into the Penetration of Tata Docomo Starter Packs and other products.It is basically to find out whether they know about the Core Benefits and Benefits over the core Benefits(like FRCs &STVs) of Tata Docomo Prepaid Starter Packs. In this report, the whole research is circumfeiring around the competitive

analysis of Tata Docomo products compared with competition live products, on scale of price, value &Perceived value. The above comparison has lead to undertake The Research to know the penetration level of Tata Docomo products in Feminine Society .This Research is a milestone in terms of Telecom sector. This is the first time a research has been conducted on the buying behavior of Feminine Society.The TRAI data has been asserted that in India total tale density of 52% the Feminine Gender is 24% and that is why this first time my this feminine centric research is a milestone in telecom history.

ACKNOWLEDGEMENT
I am privileged to begin this project by acknowledging Mr.Ashok Singh (Zonal Manger, Tata Docomo Bareilly) who provided me the golden opportunity to work on such a wonderful project which was a great learning experience for me.

I would like to express my gratitude for the able guidance and support provided by Mr. Arvind Upadhayay (CSM), Mr. Puneet Shrivastava (CSM), Ms. Nidhi Bhasin (ZCSD ) & Channel Partners (Laxmi Enterprises , Mr.Anuj Agarwal), (Karamjot Enterprises, Mr.Sandeep Arora) since very inception of the project.

I would like to thank Dr. Mili Sehgal (Dean, Invertis University) for his encouragement & important suggestions. I am also thankful to Deepti Raj Sharma (Project head) and all other faculty members for their assistance , guidance and support.

At last but not the least, I would like to acknowledge all the people who were Involved and helped me in making this Project.

What is Communication?
Communication is a process of transferring information from one entity to another. Communication processes are sign-mediated interactions between at least two agents which share a repertoire of signs and semiotic rules. Communication is commonly defined as "the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs". Communication is a process whereby information is enclosed in a package and is Channeled and imparted by a sender to a receiver via some medium. The receiver then decodes the message and gives the sender a feedback. All forms of Communication require a sender, a message, and an intended recipient; however The receiver need not be present or aware of the sender's intent to communicate at

The time of communication in order for the act of communication to occur. Communication requires that all parties have an area of communicative commonality. There are auditory means, such as speech, song, and tone of voice, and there are non verbal means, such as body language, sign language, paralanguage, touch, eye conduct, through media, i.e., pictures, graphics and sound, and writing.

Elements of Communication

SOURCE-The place or person from where the message is sent.

SINK-The place or person from where the message is received.

MESSAGE-The information which has a commonly understood meaning.

MEDIA-The path or the means by which the message travels.

What is Telecommunication?
A telecommunications network is a collection of terminals, links and nodes which connect together to enable telecommunication between users of the terminals. Networks may use circuit switching or message switching. Each terminal in the network must have a unique address so messages or connections can be routed to the correct recipients. The collection of addresses in the network is called the address space. The links connect the nodes together and are themselves built upon an underlying transmission network which physically pushes the message across the link.

Examples of telecommunications networks are:

The Internet Network The Telephone Network The Computer Network

Telecommunication Journey1. 1837-Samuel Morse patented the Telegraph

2. 1876-Alexender Graham Bell patented the telephone

3. 1895-Marconi invented wireless radio telegraph

4. 1920-Radio used for communication broadcasting

5. 1950-First public marriage of radio and telephony-MTS(Mobile Telephone System)

6. 1983-1G Mobile AMPS, commercially deployed.

Function of Telecommunication Network

Messages are generated by a sending terminal, and then pass through the network of links and nodes until they arrive at the destination terminal. It is the job of the intermediate nodes to handle the messages and route them down the correct link toward their final destination.

The messages consist of control and signaling and bearer parts which can be sent together or separately. The bearer part is the actual content that the user wishes to transmit (e.g. some encoded speech, or an email) whereas the control part instructs the nodes where and possibly how the message should be routed through the network. A large number of protocols have been

developed over the years to specify how each different type of telecommunication network should handle the control and bearer messages to achieve this efficiently.

Components of Telecommunication NetworkA telecommunication networks are made up of five basic components that are present in each network environment regardless of type or use. These basic components include terminals, telecommunications processors, telecommunications channels, computers, and telecommunications control software.

Terminals- are the starting and stopping points in any telecommunication network environment. Any input or output device that is used to transmit or receive data can be classified as a terminal component.

Telecommunication Processors- support data transmission and reception between terminals and computers by providing a variety of control and support functions. (i.e. convert data from digital to analog and back)

Telecommunication Channels -are the way by which data is transmitted

and received. Telecommunication channels are created through a variety of

media of which the most popular include copper wires and coaxial cables.

Fibre optical cables are increasingly used to bring faster and more robust

connections to businesses and homes.

In a Communication environment computers are connected through media to perform their communication assignments.

Telecommunications control software is present on all networked computers and is responsible for controlling network activities and functionality.

Wireless Technology Evolution

Stage 1G 2G 2.5G 3G

Systems AMPS GSM,CDMA one IS-95A CDMA 1X WCDMA

Features Mobility Roaming,Capacity,Quality More capacity,high speed data,global roaming

CDMA one IS-95B,GPRS Medium speed Data

Multiple Access TechniquesFDMA-(Frequency Division Multiple A ccess)-Each user has a private frequency,eg.AMPS TDMA-(Time Division Multiple Access)-Each user is a specific frequency,but it only belongs to the user during certain timeslots in a repeating sequence.Each user has a private frequency,eg.GSM CDMA-(Code Division Multiple Access)-Each user has a private code.eg.IS95,CDMA 2000,1x EV-DO etc. Each users signal is a continuous unique code pattern buried within a shared signal, mingled with other users code patterns.If a users code patterns is known,the presence or absence of their signal can be detected thus conveying information.

Mobile Technology : Wireless Evolution

1G 2G 3G

System-Analogue

System-Digital

System-Digital

Application-Voice

Application-Voice+ Little Circuit-Switch Data

Application-Voice +Video +Packet Switch Data

Speed-Depends on Analogue Signal

Speed-9.6kbps-14.4kbps

Speed-38.4kbps for mobiles and 2mbps for stationery Properties-Multimedia data, positioning capability ,connection to internet, always connected

Properties-Unstable ,incomplete coverage and poor sound quality

Properties-More secure broader coverage ,more stable allows more users, better sound quality

Mobile Technologies-Wireless Protocols

WAP-A mobile browser ,a program that lets you access and read content on

a network from a mobile device.

GPRS-Enables data transfer on GSM phones. Available space is used in

form of packets and used alternatively to download data

EDGE-Specification for data transfer on GSM networks.Faster data transfer

as compared to GPRS due to compressed data packets.Almost 3 times faster

speed as compared to GPRS.

Subscriber Identity Module Card-(SIM CARD) A small printed circuit board that must be inserted in any GSM/CDMA

based mobile device.

It contains subscriber details , security information and variety of other

function such as memory storage etc.

GSM

GSM stands for Global System for Mobile Communication

It works on TDMA principle.

Broader availability of compatible equipment

Common standard and MoU agreements allows roaming

Multi Band phones available for 900,1800 and 1900MHz

History of GSM
Early 80s Europe was experiencing rapid growth in the analog cellular

telephone systems.

1982 Conference of European Posts and Telegraphs (CEPT)

GSM(Group Special Mobile) group was formed to study and develop a

Pan-European public land mobile system.

GSM mandate was to develop a standard to be common for the countries

that created it-to provide service to the entire European Continent.

Late 1980s GSM work was transferred to European Telecommunication

Standard Institute (ETSI) and SGM (Special Mobile Group)

1987 ETSI overseas the criteria of GSM MoU (Memorandum of

Understanding) Association

Formal objective of GSM MoU Association is the promotion and evolution

of GSM systems and GSM platforms

Concepts of Published international standard and a constantly evolving

common standard are unique to GSM

Work groups throughout the world specifically designed to allow interested

parties to meet and work on finding solution to systems enhancements that

will fit into existing program of GSM operators

Phases of GSM

PHASE 1 of GSM specifications was published in 1990. International Demand was so great that the system name was changed from Group Special Mobile to Global System for Mobile Communication

Commercial Service started in mid 1991 First paying customers were signed up for service in 1992 36 GSM Networks in 22 countries by 1993 1.3 million subscribers worldwide by 1994 25 million subscribers worldwide by 1996 55 million subscribers had grown by October 1997 worldwide.

SYSTEM ARCHITECTUREMobile Station

It is composed of two entities(MS)-

1. MOBILE EQUIPMENT(ME)

Produced by many different manufacturers Must obtain approval from standardization body Uniquely identified by an IMEI(International Mobile Equipment Identity)

2. SUBCRIBER IDENTITY MODULE CARD(SIM CARD) Smart card containing the International Mobile Subscriber Identity(IMSI) Allows user to send and receives calls and receives other subscribers services Encoded network identification details Protected by a password or PIN Can be moved from phone to phone-contains key information to activate the phone

GSM Criteria
Good subjective speech quality Support for International roaming one system for all of Europe Ability to support handheld terminals upport of range of range of new services and facilities Enhanced privacy Security against fraud

Comparison between GSM & CDMA

GSM CDMA

Most users globally(over 1billion) More networks to roam on(over 200 areas)

212 million users (Korea, US,LTA,China &India)

Better battery life through time based technology (not always transmitting)

Faster data speed at the same generation

Portable with SIM Cards

RUIMs are available with CDMA now as well

No deterioration of voice quality 1 tower at every 12 miles

More deterioration as more users join 1 tower at 8 miles

Mobile Technology: WCDMA

Wideband CDMA (Code Division Multiple Access)-Radio /air Interface selected for GSM evolution Often reffered to as UTMS(Universal Mobile Telecommunication System ) works on the 2100 MHz band Increased Voice capacity /data rates ,improved services -Upto 384 kbps -Simultaneous voice/data Japan launched WCDMA network in 2001 WCDMA networks now operating commercially in about 48 countries

Call Management Services

CALL WAITINGWith call waiting you will know if another call is coming when you are already on the line. And if you have a caller ID phone ,the names and numbers of the incoming calls will be displayed when you are on the phone.

CALL DIVERTINGIt is the network feature which is provided free of cost.If your phone is unreachable /out of service area,or you donot wish to receive calls ,the incoming calls can be diverted to other phone numbers

3 WAY CONFERENCEIn this facility three people can speak together at the same time on the phone

CLIPCaller Line Identification Presentation is a service that provides for subscribers the name and telephone number of the callers which appear on a display as the call is being received.

PIN & PUK

PIN-Personal Identification Number

The SIM Card has a security feature called the PIN. Types of SIMs available are 8k/16k

PUK-Personal/Pin Unlocking Code

It is an 8 digit number. It is unique for each SIM Card Customer cannot change it

Network Services-SMS

SMS stands for Short Message Service SMS feature in mobile devices allow users to send and/or receive short alphanumeric messages.

A standard message limited to160 characters. Concatenated Messaging-message longer than 160 characters broken into multiple message.

Recipient Device rejoins (concatenates)separate messages and displays as single message.

Upto 3 connected messages(450 characters)

Multimedia Messaging Service

MMS stands for Multimedia Messaging Service Called as Next Generation of Messaging -Text -Images -Audio/MIDI clips

First Generation phones support message up to 45kb. Next Generation support up to 100 kb EDGE phones will support upto 300kb Some phones support multi slide format MMS

Network Services-Triband Specific to handsets ,a tri-band cellular phones will operate on 3 different frequencies, depending on the available network. Outside America ,the GSM frequencies used are 900MHz and 1800MHz. American GSM operates at 1900 MHz. The Introduction of Tri-Band phones is a further step towards true world roaming.

WHY 3G?
Voice is the minimum basic requirement Data is the future 2.5G can give speed up to 153/307 kbps(CDMA) and 40 kbps(GPRS) 3G provides following Data Speed-144 kbps- Vehicle -2Mbps- Indoor It is the Third Generation (3G Networks) and were conceived from the Universal

Mobile Telecommunication Service(UMTS)concept for high speed networks for enabling a variety of Data Intensive Application.

3G systems consist of two main stanstandards,CDMA 2000, W-CDMA,as well as other variants such as NTT Docomo s Freedom of Mobile Multimedia Access(FOMA) and Time Division Sychronous Code Division Multiple Access(TD-SCDMA) used primarily in China.

3G providesIt provides faster speed for Data Intensive application such as video.In addition,3G provides faster speed on per user basis .It is also helpful to provide greater overall capacity for voice and data users. For eg-NTT Docomos plan to migrate I mode users from 2G PDC network to FOMA is driven by overall capacity concerns,as apposed to individual user data speed requirement.

3G-SERVICESMEDIA INDUSTRY BROADCASTING PUBLISHING ENTERTAINMENT BROWSING

INFORMATION SOCIETY

TELECOM INDUSTRY-FIXED -MOBILITY

COMPUTER INDUSTRY-DESKTOP COMPUTING -PC-LAN -PC

INTRODUCTION Vision and Mission of Tata Docomo Vision of the Company Trusted services to the 100 million Happy Customers by 2011

Mission of the Company To empower every Indian to connect to the world affordably

Aspiration Statement

To be the most loved Tele service Brand

Simplifying and enriching peopleS LIVES A Joyful place to work

 Refreshingly Different

TATA DOCOMOTata Docomo promise is simple:

To value honesty and put a limit on it To be clear and fair To be refreshingly different an always forward approach
To be liberating (From this Per second plan was born)

Per second pulse for all voice calls SMS charges determined by length of messages All VAS IVRS at per second pulse

Tata Docomo Taglines Why wait for an answer?-Be Heard EVERYTIME.24 Hour Customer Care. Call 121(Toll Free) Why look for the Finish Line? Why count the minutes -1p/sec (Across India) Why stick to the same? Why do the Done? Do the New.. Get set DoBe the Achiever .Pack your Bags.

CRISP of TATA DOCOMO C- Customer Focus R- Responsibility for Results I- Initiative with speed S- Self Confidence with consciousness P- Passion for Achievement

INTRODUCTION Tata Teleservices LimitedTata Teleservices Limited spearheads the Tata Groups presence in the Telecom

sector.The Tata Group had revenues of US$75 Billion in the financial year 20082009 and includes over 90 companies over 3,50000 employees worldwide and more than 3.5 million shareholders.

It was incorporated in 1996,Tata Teleservices Limited is the pioneer of the CDMA,1x technology platform in INDIA. It has embarked on the growth path since the acquisition of HUGHES Tele.com(INDIA)Limited (renamed Tata Teleservices(Maharashtra)Limited by the Tata Group in 2002.It launched Mobile operations in January,2005 under the Brand, Tata Indicom and today enjoys a PAN-INDIA presence through existing operations in all of INDIAs 22 telecom circles.

The Company is the market leader in the fixed wireless telephony market with its Brand Walky.The Company has recently introduced the Photon+ (2.75G EDGE TECH) to provide a variety of options for wireless mobiles Broadband access.

The Companys network has been rated as Least Congested Network in INDIA, for last five consecutive Quarters by Telecom Regulatory Authority of INDIA through independent surveys.

Tata Teleservices Limited now has a presence in GSM space, through its Joint Venture with NTT Docomo of Japan; it offers different products and services under the Tata Docomo brand name. It arises out of the Tata Groups strategic alliance with Japanese telecom major NTT Docomo in November. It has received a PAN-INDIA license to operate GSM telecom services and has also allocated spectrum in 18 telecom Circles. The Company has rolled out GSM services in 14 of INDIAs 22 telecom Circles and also has a spectrum in 18 telecom Circles. It has made a significant milestone in the INDIA Telecom landscape,being the pioneer in the per second tariff option part of its Pay for what you use.Tokyo based NTT Docomo and its worlds leading mobile operators in Japanese Market the company is the Market Leader ,use by 50 percent of the countrys mobile users.

Tata CommunicationsTata Communication is a leading Global Provider of the new world of communications. With leadership positions in emerging market, Tata Communication leverages its advanced solutions capabilities and domain expertise across its global and PAN-INDIA network to deliver managed solutions to multinational enterprises, service providers and INDIAN consumers.

The Tata Global Network includes one of the most advanced and Largest Submarine Cable Networks ,with connectivity to more than 200 countries across and nearly 1 million square feet of Data Centre and allocation space worldwide.

Tata Communications depth and breath of reach in emerging markets includes Leadership in Indian enterprise Data services ,leadership in Global International Voice ,and Communication .

Tata Communication Limited is listed on BSE, NSE of INDIA .

Company BackgroundTata Teleservices is a constituent of Tata Group headquarters in Navi Mumbai, an Indian conglomerate. Incorporated in 1996, Tata Teleservices was the pioneer to launch CDMA mobile services in INDIA with the Andhra Pradesh circle.

In November 2008, Japanese Telecom Giant NTT Docomo picked up a 26 equity stake in Tata Teleservices about Rs 13,070 crores ($2.7Billion )or in enterprise value of Rs 50,269 crore ($10.38 Billion).In February ,2008 TTSL announced that it would provide CDMA mobile services targeted towards the youth, in association with Virgin Group.

The Company acquired Hughes Telecom (India)Limited (India)Limited (now renamed Tata Teleservices (Maharashtra)Limited in December 2002. With a Total Investment of 19924 crore, Tata Teleservices has created a PAN-INDIA presence spread across 20 circles that includes Andhra Pradesh, Chennai ,Gujarat Jammu & Kashmir, Karnataka, Mumbai, North East, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (East), Uttar Pradesh (West), Kerela, Kolkata, Madhya Pradesh and West Bengal.

Having pioneered in CDMA 3G 1x technology platform in INDIA, Tata Teleservices has established 3G ready telecom infrastructure .It partnered with Motorola, Ericsson, Lucent and ECI telecom for the deployment of its telecom network.

The Company is the market leader in the fixed wirelesses telephony market with a total customer base of over 3.8 million. Tata IndicomNon-Stop Mobile allows pre-paid cellular customer to receive free Incoming calls.

Tata Teleservices Limited along with Tata Teleservices (Maharashtra)Limited have a subscriber base of 36 million customers (as of April 2009)in more than 5000 towns. Tata Teleservices has also acquired GSM license for specific circle in India.

NTT Docomo holds shares of 26%

Market Data
Tata Indicom in April 2009 has crossed the 35 million subscribers marked in wireless category with an overall subscriber base of over 36 million.

Tata Teleservices is number 2 slot in terms of market share in Delhi NCR region with a subscriber base of 5 million.

Network
Tata Teleservices operates primarily in CDMA network.Tata Indicoms enterprise solutions work on the CDMA 1x-3G technology.

Business Areas
Tata Teleservices offers multiple tariff plans in both Post-Paid and Pre-Paid category. It also offers Mobile Value Added Services to subscribers.

Rural Telephony
Tata Tele Services Limited also maintains a distribution network across villages, where in people are appointed and trained by TTSL who visit village on a bicycle or a 2-wheeler at defined times on defined data of the week, selling recharge vouchers and servicing equipment ,each runner covers between 200 to 300 customers.

The Company joined brands with Tata Chemicals, Tata Kissan Sasnsar Networks, Disseminating information through these centers and using them as local Distributors.

Retail
The Companys Retail business has around 3000 outlets nationally, comprising 600 Tata Tele Services Limited owned stores and 2500 stores in the Franchisee Format. Tata Indicom already covers the Top-700 towns in INDIA in terms of Population through Tata Indicom Exclusive Stores.

Tata Indicom also maintains an online portal for its customer. I-choose where the Customers can buy Tata Indicom Post Paid customers and prepaid recharge vouchers with an upfront commitment of activation and delivery of handset with in 72 hours.

Value Added Services

Tata Teleservices, in October 2007 launched Tata Zone, an infotainment portal on Tata Indicom BREW-enabled mobile phones, in Hindi.

This service has application pricing details, downloads and browsing instructions and prepaid recharge vouchers with an upfront activation and delivery of handset with in 72 hours.

TTSL offers services such as News, Games, Faith and Prayers, Ringtones, Streaming TV, Fun Shows, Video Zone, Song Download Express, Cricket, Internet Surfing, Astrology, and Mobile Office among others.

Company Profile

Type Industry Founded Headquarters Key People

- Public - Tele Communications - Incorporated 1996 - Navi Mumbai,India - Mr.Ratan .N.Tata(Chairman) -Mr.Anil Sardana(Managing Director)

Products

- Wireless -Telephone -Internet -Television

Employees Parent Division

- 3,50000 - Tata Group - Tata Indicom(CDMA) -Tata Docomo(GSM) -Virgin Mobile(GSM/CDMA)

Website

- Tata Teleservices.com

UNDERSTANDING ENVIRONMENTAs our nation progress into the next area of growth and development across all sectors, whether they are private or public enterprises-all surging into a world of environmentally sustainable growth fuelled by renewable energy, optimal use of resources and policies driven towards negating the impact of climate change.

From here on TATA group focus on dealing with climate change. Tata Teleservices focus on CORPORATE SUSTAINABILITY which is its key focus.

TTSL Environmental Policy states that-TTSL will assess the potential environmental aspects and impacts caused by its business activities .The company is committed to environment improvement and waste control. TTSL is committed to align with the Tata strategy to deal with climate change.. As a responsible corporate, a simple measure can go a long way in minimizing the effect of climate change.

At TTSL,given our spread across the nation,some of these simple,yet effective initiatives, had a huge impact on national scale are as follows-

 PRAKRITI ECO CLUB

Prakriti was was formed with intention of fostering a culture of environmentconciousness and initiation of visible action amongst TTSL employees.Established on May,2009,Prakriti has 226 employees in the first phase and our first Prakriti members.Many eco-initiatives have ben carried out across Circles.Some of these are sapling plantation drives,awareness creation amongst fellow employes,and seting up of stals at circle offices to encourage purchase of plants. The World Environment Day,the first such event after the formation of Prakriti,was marked with Circle-wide initiatives geared to create a greener TTSL.

PRINT MANAGER APPLICATION

The first phase of this initiative saw an unique initiative driven by TTSL IT team, aimed at reducing paper consumption across the company. Created in House Print Manager Application pops up as a window that ask a use if his/her usage is official or personal. It also makes employees aware of cost impact as well as environment impact .TTSLite think twice about the environment before hitting the print button, and as a conscious citizens!

RECYCLED PAPER
TTSL is encouraging the use of recycled paper across the company. This is resulting in a two pronged beneficial situation-not only we becoming eco-friendly,

but also found a recycling paper manufacturer that hit upon a process of manufacturing recycled paper that is cheaper than normal paper. This paper is refined and smooth and has been tested successfully for use in HI-TECH office printers. All papers used in printers, notepads, visiting cards and billing envelopes for customers will be made out of recycled paper across all TTSL circle offices.

Add recycled Paper initiative to the Print Manager Application, and TTSL would save thousands and thousands of trees from getting cut down annually.

REDUCING WATER CONSUMPTION

TTSL under guidance from the Corporate Sustainability team has implemented the use of Bio-Blocks, currently being implemented in its pilot phase in washrooms across Delhi Circle offices-aimed at reducing the consumption of water. This initiative, which is becoming a practice across many companies, helps reduce water, electricity and toilet product costs by nearly 10% and saves nearly 101,000 litres of water annually per urinal-thats the size of four averaged-sized swimming pools.

E-WASTE to NO Waste
TTSL has taken itself towards the task of providing a channel for customers, to

responsibly dispose of their electronic waste like old mobile chargers, mobile batteries, etc. TTSL MoU with Attero, TTSL will only dispose off its office waste responsibly, but encourages its customers to do so. In order to facilitate the responsible disposal of e-waste, collection boxes are being place in our retail outlets and offices where customers and employees will dispose off e-waste generated on account of telecom services provided by TTSL and service providers. After Nokia, TTSL, is only company in telecom space to introduce an initiative like this. Attero Recycling, TTSLs partners are creating a greener world, is INDIAs only government-certified e-waste recycler .

In brief following are TTSL ENVIRONMENT POLICIES Ensure that all our businesses comply with the environmental laws and regulations. Minimize impact of our business processes on the environment. Encourage use of recycled paper, whenever possible Ensure that all Company vehicles and infrastructure are environment efficient. Provide avenues of environmental awareness to all stakeholders. Undertake to work on the principle of Reduce, Reuse and Recycle for our environmental initiatives Give preference to suppliers and partners with environmentally sustainable products and services Conduct an annual review of environmental policy

TTSL Network is the Industrys BestTTSLs Network has been rated as the Least Congested In India by TRAI for five straight quarters. Mr AG Rao, TTSLs CTO states what it makes so.

Of the next next 250 million users who will go mobile, as many as 100 million will be in rural India. The next big growth opportunity will be in the hinterland.

Though congestion is the biggest problem the industry faces TTSL thus believes in following a customer satisfaction-based strategy. At TTSL, they have a special budget for maintaining a network quality . TTSL have continuously and responsibly invested in being a strong network. Gaining the customers trust is of prime importance to TTSL-

we do all the prime groundwork to ensure that. Strategy behind enhancing efficiency in recent times-They have a team of skilled people to whom they give all the tools necessary to ensure a systematic network management at TTSL. They have a World class network management system. For better efficiency they have implemented a sophisticated software tools-Its focus has been to detect the problem at minor level and try to resolve it. They aim at maintaining the trust that comes from being a part of house of Tatas.

TTSL has emerged as the operator of maximum new subscriber-As TTSL is known for its CDMA business under the brand Tata Indicom. As they have launched the GSM services under the brand NTT DOCOMO a giant partner with TATA. They have a 40 million customers on CDMA platform They have a greatest testament of the strength is the Pay Per Call offer launched by TATA INDICOM.

Focus is to create a valuable enterprise and launch meaningful

technology. They aim at identifying customers needs.

Technological assistance of NTT DOCOMO , will bring a rich

experience of nation already using 3G services for years.

They are the first amongst few operators to implement certain

technologies on the green front. Their aim is to implement new set of

innovations and maintain the right balance-protecting and preserving

the environment, while improving efficiency. Thus Tata Docomo from today answer every QUESTION.It has triggered a new telecom race! A war usually indicates a historically significant event .It signifies a change in existing order. The New Telecom Battle is indication of all the above-by the launch of TATA DOCOMO and its industry-changing products and services. And, the introduction of the per second pulse-with 1 paisa being the tariff for every second you talk.

It serves the 3 value features Getting complete value for every paisa spent

Its about paying only for what you use Its about no wastage Its about feeling good that you are not being overcharged.

Thus TATA DOCOMO team did exactly that-with the innovative per second pulse and a pricing strategy mechanism that has already been introduced with the launch of TATA DOCOMO first in Chennai.

The advantages of TATA DOCOMO are not restricted to per second calls, but customers will customers will get missed calls alerts, no rent, no deposits and no retrieval charges. Whats more , a TATA DOCOMO pre-paid connection comes with Lifetime Validity and there are no extra charges for validity.

There are easy recharge options available for customers, starting from Rs-10 and going to Rs-10000.All India 1 Paisa per second (applicable for customers activated after introductory offer period),and On-Net Minutes Pack, which is applicable in Orissa.

As TATA DOCOMO spreading its footprints across the Nation, competitors are feeling the pressure. Tata DOCOMO services are available in 15 Circles nationwide.

TATA DOCOMO has already has another strong weapon in its arsenal-the network is 3 G-Ready and along with trust that the TATA BRAND name brings ,it has advantage of technology support from NTT DOCOMO, a company that has invented LTE technologies WORLDWIDE.

What are the different types of defined R&R AVAILABLE?

 Type of Recognition-On the Spot Recognition

Reward-Spotlight To Recognize (Criteria)-Actions promoting Companys values Workforce Level-Senior Managers and Below

Type of Recognition-BU/Function

To Recognize (Criteria)-Significant contribution made in meeting the Units BU/Functions operating plans

Reward-Star of the month

Workforce Level-Senior Managers and Below

Type of Recognition-Town Hall Recognition

Reward-Superstar

To recognize (Criteria)-Exceptional contribution made to enhance

BU/functions performance in the Unit

Workforce Level-Senior Manager &Below

Type of Recognition-Customer Centric Award

Reward-CRISP superstar award

To Recognize (Criteria)-To recognize significant contributions

made by an employee demonstrating CRISP attributes

Workforce Level-All On Roll Employees

Type of Recognition-Customer Centric Award

Reward- Customer First Reward To recognize (Criteria)-To recognize and reward employees who have created Customer Delight Workforce Level-DGM and Above

 Type of Recognition-Customer Centric Award

Reward-Value able Reward To Recognize (Criteria)-To acknowledge and recognize companys core values demonstrated by employees in official Work Life Workforce Level-Senior Manger and Belo

PAY PER CALL

Making The Competition Beat A Hasty Retreat
Changing The Game-Tata Indicom creates yet another new pricing paradigm ,and pulls well ahead of the clutter IT PRESENTED THE FIRST PAY PER PLAN-Believing that customer should stop counting the minutes .KEEP TALKING. Each call no matter how long @Re-1* It uses the tagline SUNO DIL KI AWAAZ!

The war started with TATA DOCOMO unleashing PAY For Exactly What You Use in India.It was a masterstroke that was the challenge for all the telecom players and had the consumers happy and scrambling for TATA DOCOMO connections.

Tata Indicoms Pay Per Plan Call offer is simple and unbelievable. You pay for the call you make,regardless of the duration of the call.So,if you calling your friends or family, whether they are in city or in different state altogether it is a standard charge for the call(Re 1 for local and Rs-3 for STD).The pulse in this case is measured at 10 minutes for both local and STD Calls. Thus the 10 Min Pulse came into play once the customer wished to talk for an hour, which is 60 min,they had to pay only Rs -6 for a local call and Rs18 for STD.

Comparing to standard pulse rate of 1 min one can save nearly 56

Rs on a local call and Rs-162 on STD calls.

Daily there is a decrement of Re 1 and heres what one can have-for a monthly sum of Rs-30 one can save a tremendous amount of Rs-6450 in a month talking for two hours daily, an hour each day on both local and STD calls!

The offer completely changed the scenario PAY PER CALL IS A WIN-WIN DEAL FOR CUSTOMERS-for anyone living far away from their loved ones , an hour of talking across cities is nothing if one nearly saves Rs-4000 a month while talking IT IS A FABULOUS BONUS. Even the young ones can talk endlessly with their friends, without the fear of their pocket money running out.

PAY PER CALL-is indeed a revolutionary pricing norm,indeed to give the INDIAN cutomers what he wants-longer calls and shorter bills.Thus it is the end to counting minutes for the customer.One no longer needs to look at the timer of the phone hoping balance does not run out.

In August 2009,Tata Teleservices added maximum subscriber -38 lakhs. TATA TELESERVICES ,which is credited with introducing some revolutionary plans in the past such as Non-Stop Mobile and Dont Stop Mobile Plans, has changed the the way the future will look for the INDIAN

Telecom Industry keeping customer at the epicenter. For a person who does not talk for a long and does not wish to be charged for not talking TATA DOCOMO Pay Per Use offer is perfect fit.

Thus TTSL has emerged as a Game Changer. TTSL has hit the nail on the HEAD with its differentiated offerings..Therefore,the war for the Indian Customers mind-share has begun and TTSL has not only initiated this war but has already delivered some strategic blows..The rules of Game has changed forever and with best network in the country,some pioneering products,strategic alliances,Open Market Handset alliances and an enthused wokforce.

Thus , TATA TELESERVICES LIMITED regarded as number 1 telecom player in the COUNTRY..

About NTT DOCOMO

NTT DOCOMO is Japan's premier provider of leading-edge mobile voice, data and multimedia services. With more than 56 million customers in Japan, the company is one of the world's largest mobile communications operators. DOCOMO also is an influential force in the continuing advancement of mobile technologies and standards. In 1999, DOCOMO launched i-mode, the world's most popular platform for mobile Internet services including e-mail, browsing, downloading and more. Over 48 million DOCOMO subscribers now use i-mode. In 2001, DOCOMO introduced FOMA, the world's first 3G commercial mobile service based on W-CDMA, which has transformed the mobile landscape in Japan while bringing the DOCOMO brand global recognition. The role of mobile phones as "lifestyle tools" was cemented when DOCOMO launched OsaifuKeitai, a mobile wallet platform enabling quick, contactless transactions for cash, credit, ID, and more. More than 37 million phones equipped for Osaifu-Keitai services are now in use. Building on a solid foundation of research and development, and guided by its customer-first philosophy, the company leverages the power of mobile communications to enable customers to enrich their lives.

DOCOMO is expanding its global reach through offices and subsidiaries in Asia, Europe and North America, as well as strategic alliances with mobile and multimedia service providers in markets worldwide.

Brief History of NTT Docomo

The history of NTT DOCOMO is the history of mobile communications in Japan itself. From launching the mobile Internet service platform to our creation of a global standard for the next generation of mobile communications, the list record of technological and business achievements is remarkable. NTT DOCOMO is Japan's leading mobile communications operator. With over 53 million subscribers as of March 2008, DOCOMO accounts for more than half of Japan's mobile phone market and has one of the largest subscriber bases of any mobile phone company in the world. Established in July 1992 to take over the mobile communications business of Nippon Telegraph and Telephone Corporation (NTT), NTT DOCOMO launched its first digital cellular phone service in the next year.

July 1992 NTT Mobile Communications Network, Inc. takes over Nippon Telegraph and March 1993 Launches 800MHz digital cellular phone service April 1994 Launches "CITYPHONE" 1.5GHz digital cellular phone service March 1997 Launches "DoPa" packet data communications service October 1998 Listed on the Tokyo Stock Exchange December 1998 Takes over Personal Handyphone System (PHS) business from NTT February 1999 Launches "i-mode" service

Telephone Corporation's mobile communications business

Personal Group

March 1999 Discontinues analog cellular phone service April 2000 Changes corporate name to NTT DoCoMo, Inc. May 2001 Launches "FOMA" service on introductory basis October 2001 Launches "FOMA" service on fully commercialized basis March 2002 Listed on the London Stock Exchange and New York Stock Exchange December 2005 Launches "iD" Credit Card Brand April 2006 Launches "DCMX" mobile credit-card service March 2007 Discontinues "QUICKCAST" paging service January 2008 Discontinues PHS service April 2008 Changes new corporate logo and new brand statement June 2008 Discontinues "CITYPHONE" service July 2008 Merges with eight regional subsidiaries With more than 100 million users in Japan, the market for mobile phones has entered a

mature phase. During the high-growth era, market demand was driven by early adopters, who want to be the first to have all the latest features. Now that the spectrum of users is broader than ever, needs are much more diverse.

New Docomo Commitments

With more than 100 million users in Japan, the market for mobile phones has

entered a mature phase. During the high-growth era, market demand was driven by early adopters, who want to be the first to have all the latest features. Now that the spectrum of users is broader than ever, needs are much more diverse.

In reflection of these changing market conditions, a new paradigm has been

established: "the mobile phone business has changed from being carrier-driven to userdriven." But diversification of customer needs is not the only change facing the industry. We have also come to understand that product differentiation is no longer a question of mere technology; in addition to appealing to users through the latest technologies and features, growing importance is being placed on the ability to meet the precise needs of each individual customer in terms of design, network quality, rates, and customer service at the point of sale, among others.

"New DOCOMO Commitments".

We will take specific steps to implement each of these four visions for change.

First, we will redefine our concept of the DOCOMO brand and its image,

developing a brand statement and corporate logo to embody this new vision. Among the concepts to be promoted through our business activities is "Loyalty".

Next, we will solicit and implement feedback from customers so that we can

continue to be a company that both understands customer needs and exceeds their expectations. For this purpose, we will reinforce all points of contact with customers; will reflect the opinions of front-line staff in our business activities; and will create deep relationships with users of our services.

We are also driven to remain a company valued for its contributions around the

globe. We will achieve this by creating an environment that delivers convenience to customers worldwide; that fosters both technological and operational innovation; and that reinforces our environment-related initiatives, such as reduction of CO2 emissions.

Finally, we will continue to recruit a diversity of talent so that together we can

effectively respond to the increasingly more diversified needs of customers while adapting to changes in market conditions and trends. We will also simplify our organizational structure, becoming a more nimble operation able to respond flexibly to customer and market demands. Furthermore, we will energize our organization so that all employees can work in unison toward a shared vision; to achieve this goal, we will strengthen communication at all levels.

Looking ahead, we would like DOCOMO to continue to evolve as a company

that consistently earns the trust and loyalty of its customers.

Tata Docomo
Tata DOCOMO is Tata Teleservices Limited's (TTSL) telecom service on the GSM platform-arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand Tata DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and as already rolled out its services in various circles. The launch of the Tata DOCOMO brand marks a significant milestone in the Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider in Japan with a 50 per cent market share. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like the imodeTM, mobile payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications, DOCOMO has already started conducting LTE trials in physical geographies, not just inside laboratories! DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the Tata DOCOMO brand. Tata DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising of senior personnel from both companies. The committee is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the Tata Teleservices Limited management and provide knowhow on helping the company develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and villages across the country offering a wide range of telephony services including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.

Brief History of Telecom Sector-

Telecommunication Reforms in India revolutionized the telecom industries sector in India, which is an important factor for the growth of the Indian telecom sector and in turn helped the Indian economy to perform well for the past few years. The Telecommunication reforms in India were development and growth oriented. Technological advancements and innovations contributed largely towards the reformation of the telecom sector in India. The sector of telecom was a monopoly under the Central Government of India. During the 1990s this sector faced fierce challenges due to the development in the technological sector. The sector was privatized and with the abolition of the monopoly new player entered the consumer market. The competition increased in the telecom sector, the rates were slashed in order to grab the share of the market and the customers were provided with better services.

The telecommunication reforms in India started in the eighties with the mission better communication. This is regarded as the first phase of the reformation process. Several private manufacturers of tailor made equipments entered the market. There were private developer for indigenous technologies and the franchisee for STD/ISD and PCO increased. The Videsh Sanchar Nigam Limited (VSNL) and Mahanagar Telephone Nigam Limited (MTNL) were set up under the Government of India's Department of Telecommunication.

The second phase of telecommunication reforms in India came in the early nineties. The introduction of the New Economic Policy (NEP) in the year 1991 was a landmark in the history of telecom industry sector in India. The manufacturing of equipments pertaining to

telecom sector was decentralized and several value added services were introduced into the market. The telecom services were divided into basic telephony, radio paging and cellular mobile The TRAI was established an independent regulatory body pertaining to telecom sector. The growth of the private sector increased. The third phase of the telecommunication reforms in India took place in the period of the late nineties. The government of India introduced the New Telecom Policy 1999. The TRAI was endowed with more power. The concept of revenue sharing was introduced to replace the fixed license fee. The National Long Distance was introduced with free entrance. Moreover, there was introduction of International Long Distance schemes. The Bharat Sanchar Nigam Limited (BSNL), a corporate body of the telecom service sector was formed, followed by the introduction of the Internet to the Indian market. Impact of Telecommunication Reforms in India The rates of the National Long Distance were cut down by 60% The prices of the hand sets and telephone equipments were reduced The charges on calls were reduced by 8 times The introduction of the cellular mobile phone The bandwidth availability was increased

Products of the Company Tata PhotonTata Indicom introduces its High-Speed Internet Access called Tata Photon plus, which is a new Broadband wireless service for the business users and technology enthusiasts across India. Tata Photon is basically an improved name of Evolution Data Optimized (EVDO). At present this service is available in the limited cities and in addition to this it is reliant on the service signals of Proton+ whether or not are accessible in your region. Tata Photon is Tata Indicoms Wireless Broadband facility, which offers great Internet wireless connectivity solutions.

Features of Tata Photon+ It is very convenient to handle

Quick installation and activation is possible It supports Win Vista, Win XP and Win 2000 It is compatible with Laptop and Desktop PC It is to the most 20-times, faster than the prevailing wireless technology. It offers a downlink speed of 3.1 MBPS, depending upon the day time and network strength. Also it offers an average-speed of 300 to 700 KBPS. This Tata Photon service can be easily available though Wireless Router and USB Modem. This service is not at all expensive, since it provides you with wireless freedom. The basic plan of Tata Photon commences with 0.5 GB download limit at Rs. 500 per month. You can also access the services of Tata Photon by making use of USB modems which will at first cost you around Rs. 3500. USB modem is the most appropriate choice for the Laptop or Home PC users. All you are required to do is to plug in the USB Modem into the Laptop and now you can easily access the high-speed Internet connectivity. The wireless router would be best suited for the small organizations where the access of Internet on several computers is simultaneously required. Wireless router is very quick and easy to install, since it does not need any wire. In order to use the wireless router, you would simply have to install the device into your home or office.

Services of Tata Photon

Easy to maintain.
Surf Intranet or Internet with high and consistent speed. Send or receive SMS along with voice capabilities. Stay connected transversely the network of Tata Indicom. This new invention by Tata Indicom enables an individual to experience the high-speed Internet facility from everywhere. Tata Photon Services are available in around 35 cities like Delhi, Mumbai, Ahmadabad, Chennai, Bangalore and Hyderabad are few among others.

Virgin Mobile-

Virgin Mobile brand is Indias first national youth-focused mobile service. Virgin Mobile branded services are being offered to the Indian consumers by Tata Teleservices through a brand franchise with Virgin Mobile. Virgin Mobile India will provide Tata Teleservices with experience and expertise in designing, marketing and servicing of Virgin Mobile branded products for the youth segment

Virgin Mobile RevolutionVirgin Mobile, a leading branded venture capital organization, is one of the world's most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Mobile Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, music, holidays, publishing and retailing. Virgin Mobile has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. Its revenues around the world in 2006 exceeded 10 billion (approx. US$20 billion).

Recent Revolution in Telecom Sector-

While the Indian telecom sector was driven by operators reach on a pan-India basis and subscriber additions in the period upto 2008, the year 2009 was marked by innovations on the tariff front. Tariffs in this sector, where, on an average, 10-12 players in each circle (from 4-5 players in 2008) are jostling for space, have continued to descend. The revenues per minute for operators have fallen by 30% in 2009, which points to the huge tariff cuts Indian telecom operators have undertaken during the period. When Reliance Communications (R Comm) kick-started its GSM services in the Mumbai circle, it offered free talktime on local calls and SMS to any network which roped in five million new wireless subscribers on its network during January 2009. This customer experience programme (CEP) targeted the then 250 million GSM customers in the country, which has now grown to 366 million. The next milestone in the history of telecom was marked by the GSM service launched by Tatas in June. What was then described as the moment of triumph for the Indian consumer by Ratan Tata changed the landscape of the telecom sector. Moving away from per minute billing, telecom players introduced the pay-per-use regime. The year that had started with RComm giving out freebies, ended with the introduction of per second billing regime in the Indian telecom industry. A sneak peek into the year ahead shows that 2010 will set the stage for data growth via 3G in India. It will see rapid adoption of 3G-enabled handsets which will set the base for data growth. Year 2010 will also see the stabilisation on the tariff front. According to an economist with a leading bank, The year followed by a drought leads to more than normal increase in output. This points towards more purchasing power in the India, in turn leading to rural telephony being a major driver of growth. Mobile number portability will see light in the year ahead, which according to industry insiders, may drive consolidation in the industry.

Market Share/Sales Figure of Private Players

Assessment of Companys Resources:SWOT Analysis Strengths The image of Tata Teleservices in Indian domestic market is a strong brand. This is because it is powered by Tata.The inculcation of NTT Docomo Japan has given a 3G-flair to Tata Teleservices.NTT Docomo is considered to be the pioneer og 3G-technology and in my opinion in near future its going to give a boon to Tata Docomo brand. It is a Joint Venture between Tata Teleservices and NTT Docomo in Japan,which is itself a strong point for Tata Teleservices Company. Domestic image of Tata supported by NTT Docomo,Japan-which is considered to be the Giant in 3G technology,is the strength of the Company. TTSL Tata Teleservices Limited Network is the Industrys Best Network which has been rated as Least Congested Network in INDIA. There are 5 Brands operated under the name of Tata Teleservices Limited.-namely Tata Indicom,Tata Walky,Tata Photon+,Virgin Mobile and latest new offering in telecom sector that is Tata Docomo-A GSM service which took its edge. There is a Large pool of technically skilled manpower with its depth knowledge and understanding the market. Well established training infrastructure and skilled people staff to take care of technical expertise. Tata Indicom was the first to start thePay per second plan-which says stop counting the minutes.talk endlessly for Re 1 There is a strong and a well spread network of qualified intermediaries and salesperson There are Diverse International Services offered-Tata Docomo is offering more services for International travelers

-Expanded service areas International Roaming (Voice,Videophone and pack Data communication) -There is a wider line up of phones that support International Roaming There is a Overseas Business Deployment-New Business are developed with capital or Business Partners, mainly in Asian Pacific Region. Tata Docomo is the only Telecom Company which has received a PAN-INDIA license to operate GSM telecom services and has been allotted spectrum in 18 circles. Tokyo based NTT Docomo is the worlds leading mobile operators in Japanese market and this company is clearly preffered as mobile phone service provider in Japan with a 50percent market share. It is a global leader in value added services (VAS) both in terms of services and handset designs. Tata Docomo has set up a Business and Technology Co-operation Committee ,comprising of senior personnel from both Companies.The Committee is responsible for identification of key areas where two companies will work together. Tata Teleservices Limited is the pioneer in CDMA1x Technology platform in India. It offers various services like-MOBILE SERVICES,Wireless Desktop Phones,Public Booth Telephony and Wire-Line Services.

Weaknesses There is a lack of adequate infrastructure to service the subscriber May key issue is the Network Coverage. There is a low customer confidence on private player All operating offices donot function as Profit Centers.

Opportunities There are great opportunities to expand its services. Tata Docomo can work on to introduce new plans for interest users. As they have introduced 3G enabled devices they can gain greater advantage on it They can work on to introduce new combined plans like SMS, Internet,Calling Integrated Offers.

Threats Tata Docomo has to clarify whether this 1p/sec will continue till its life cycle. There is a heavy competition with other new enterant like Aircel Whether the 3g technology will be able to work effectively as BSNL is working To be the Best Network nationwide the focus should be on exceeding customer expectations with quality service,excellent products and legendary service. Whether the price war allowed Tata Docomo to be continued with its USP

Objective of Study

Tata Docomo is the ninth entrant in UP West carrying the flag of GSM technology. like any other new entrants the Company is facing the consumer non- penetration disease .On 24 March 2010,Tata Docomo lunched there services in Bareilly.In later phase of March and complete first month of April they did a gross add of 9000 consumers in Bareilly but the percentage o Female consumers was very low and thats why this topic has been given to me to know what is the Penetration level of Tata Docomo products in female segment in Bareilly City and Thats why my project iscompletely female centric, which is a part of macro consumer

penetration Analysis Study. It is basically to know there awareness about recharges and sim cards and a motto to build more pre-paid customers.

With privatization of Telecommunication in India, the Telecom Industry is slowly becoming cluttered with numerous private Joint Ventures which are trying to woo the Indian consumers with the well-designed products and benefits. It makes an attempt at identifying the key factors responsible for customer preference for other players products.

It aimed at making people aware about Tata Docomo and worked with a hope that every one should move forward and choose Tata Docomo.

It introduced various plans for the females so that it could be affordable in budget And its the first time in telecom industry that any project is chosen keeping the female community in mind .

Thus a prudent product design ,by adding the features expected by consumers and spelt out in this research will make the new telecom player Tata Docomo more attractive for consumers.

Scope of Study
To analyze the current scenario of Telecom Sector and Buying Behavior of Indian cosumers. To analyze sales and development of effective distribution channel and contribution of Tata Docomo GSM product of Tata Teleservices with respect to the other companies. Brand Awareness

Type of Data

The Data which is used for the study are primary data collected from beauty parlours,advocates,doctors,salesgirl,promoter,manager,teacher,engineer,computer operators,Business Owners,Studio assistant ,students etc.

Basically data collected is completely female centric and collected from them Although it is also collected through Observation Questionnaire

Secondary Data are collected through The Secondary Data used for the study and analysis is collected from website,Tata teleservices.com

Some Data are taken from 12th Foundation day magazine published by Tata Teleservices Some data is taken from Market management book by Philip Kotler

Statistical Tools UsedStatistical tools used are Microsoft Excel and Microsoft Word for making different graphs and charts

Research DesignThe Research which I have taken under my built is a blend of informative and exploratory research.

This is the first time that anybody has pursued a Research on Female Segment. The Sample method I have chosen is Cluster Sampling because the cluster probability method provides us a range where we can make a different-different class and some classes of all those class with ease and can implement it in a better way and analysis can be done in any mathematical tools.

Sample size I have taken is 130,and there are 1430 probabilities with positive and negative integars to qualify the Questionnaire.

Questionnaire-

The whole Research is bind by a single thread which is Tata Docomo name advocacy,Its awareness and availability and outcome in form of number of consumers (productivity).

Research ModelThe Michael Porter 5 Forces ModelAn industry analysis usually begins with a general examination of the forces influencing the organization.The objective of the study is to use this to develop the competitive advantage of the organization to enable it to defeat its rival companies.So,in order to overview the industry environment(Competition), which the Tata Docomo is confronting,can be better evaluated with the help of Porters five Forces model.

The Five Forces Driving CompetitionThreat of new enterants

Bargaining power of Suppliers

INDUSTRY COMETITORS Rivalry among existing firms

Bargaining power of buyer

Threat of substitute products or services

1.Bargaining power of suppliersBrgaining power of suppliers exist in the monopolistic market,where the marketers are bigger than market.In today Telecom scenario,suppliers having a diminish chance of Bareilly because everybody offer a similar kind of services .So suppliers are in a position to attractthe people rather than Bargain.

2.Bargaining Power of Buyers-

Buyer is now in a position to choose whats ever they like or will.There are several players in Telecom sector who have been offering similar plans in pre-paid .So value added services are only differentiators.

3.Threat of Potential New EnterantsOn account of liberalization of Telecom Industry the barriers to entry has been relaxed. The Regulations framed by TRAI for operation and investment are strict and transperant.As,the Company is the pioneer in starting Pay Per Plan Tata Docomo is facing threat from potential new entrants and existing telecom biggies at present like Aircel,Uninor,Tata Docomo

4.Threat of SubstitutesThe Telecom product is a combination of two components i.e. the Benefits and Value Added Services(vas).Therefore the Telecom Industry product designed should be innovative and of updated technology.As Tata Docomo is about to start its 3G technology so it sold its starter packs at a cost of Rs 20 so as to make more Pre-Paid customers which is a big challenge ton BSNL,Reliance. Therefore the Telecom Company should reshape their strategies to maintain its forerunner position and to take benefit of competitive advantage over its rival companies.

5.Extent of Competitive RivalryIndian telecom market got opened for private players in 1994 .On that time the cost was very huge on outgoing and incoming both sorts of calls.In 2003,Asecond revolution took place in form of Life Time Validity SKU with 999 price tag.In 2003,Reliance Communications had come entered in Telecom market with low all time low cost outgoing calls along with economical handsets provided by service provider.From here telecom war had gone on.MRP and MOP of Prepaid SUK come down to Rs 50 from Rs 54o to Rs 999. Now,1p/sec of Tata Docomo shifting tariff plan of Uninor triggered a new Telecom war which is heading towards Blind Well.

We have witnessed the 3G spectrum allocation story where all the telecom circles of India have been sold out in more than 3 to 4 times of original cost.

Research Focus GroupAs Tata Docomo is the new enterant in UP West .Whenever a day begin it begins with goal and focus and same has been happening with the Tata Docomo in UP West.The competition is like sword edge walking .In my opinion Tata Docomo has planned that there most focus group to attacked first will be the Female sector.When I was Buiulding the hypothesis of the Research I have decided to collect the Data from various cluster of Female ,For this I visited the Beauty Parlours,Clinics,Retail stores,Colleges,Students,Housewifes,Business Owners and discussed with them about Tata Docomo and to check there awareness about Recharges and Sim Card and to motivate them to go for Tata Docomo and also asked them about there suggestions that would like to give to Tata Docomo so that it could be great learning for it and it near future it could expected to be the lovable brand in Female Segment.

Sample Size and MethodI have taken the Sample Size of 120.In that I did the clustered Sampling and divided the females on the basis of Age Groups Psychological Behaviour Profession(Doctors,Engineers,Owners,Advocates,Teachers,Managers,Salesg irl,Promoters etc)

GraphsQ1.Which connection or service provider you are using?

Percentage Presentation-

PERCENTAGE

1% IDEA TATA DOCOMO UNINOR VIRGIN BSNL INDICOM TATA AIRCEL AIRTEL RELIANCE VODAFONE 8% 26% 11% 1% 2%

23% 20% 2% 6%

Q2.Which Age Group you belong to?

Percentage Presentation-

Q3. What is your Profession?

Percentage Presentation-

Q4.What type of user you are?

Percentage Presentation-

Q4.b(1)- If Prepaid-

Percentage Presentation-

Q4(b)-If Post paid-

Percentage Presentation-

Q5. Which plan you are making use off? a.

Percentage Presentation-

b)Because-

Percentage Presentation-

Q6. How much monthly amount you are spending?

Percentage Presentation-

Q7.What Benefits you are getting from your specified connection or service provider?

Percentage Presentation-

Q8.Do you know about Tata Docomo?

Percentage Presentation-

Q9.How did you come to know about it?

Percentage Presentation-

Q10.Rate the service provider as per your convinence?

PERCENTAGE PRESENTATION-

Q11.What suggestions would you like to give to Tata Docomo to become more loveable Brand in Women Segment? Percentage Presentation-

11% 27%

ECONOMIC VAS
34%

NETWORK PROMOTIONAL STRATEGY SPECIAL OFFERS OF WOMEN

28%

Findings
In my survey I found that 14% are using Idea,2% are using Tata Docomo,1% are using Uninor,2% are using Virgin,30% are using BSNL,8% are using Tata Indicom,3% are using Aircel,26% are using Airtel,34% are using Reliance and 10% are using Vodafone. In my survey I found that percentage using the specified connection or service provider belong to the age group of 20-35 years is 55.5%, 30% belong to the age group of 35-50 years,10.7% belong to the age group of 5070 years and 3.8% belong to the age group of 70 and above. In my survey I found that out of 130 sample size females who attempted the questionnaire 15% were the student,34% were self-employed and 51% were from working profession. In my I found that 64% are Pre-Paid users and 36% are Post-Paid users. In my survey I found 64% of female using Prepaid network because 44.57% believes one can use the number as per the convinence,34.95% believes for making Std and ISD calling and 20.48 % says that because of cheaper cost of ownership they are using the Pre-paid connection. In my survey I found that 36% are using Post-paid connection because 46.80% use because rate per min is less,31.91% believes its call management is the advantage and 21.29% use because its roaming rates are cheaper.

 In my survey I found 64.60% are using Pay Per second plan and 35.40% are using 50p/min plan. In my research work I found that percentage using the specified plan because because 89.23% belives they are using for making Local/Std calling,4.63% are using for making ISD/Gulf calling,3.83% are using for additional daily benefits and 2.31% are using for GPRS plans. In my survey I found that 9.24% are spending Rs 100-200 ,31.54% are spending Rs 200-300 ,35.38% are spending Rs 300 -500 and 23.84 % are spending Rs 500 and above as the monthly expense. In my survey I found benefits getting from the service provider is 23.09% believes in Better connectivity,25.38% believes in it is economical, 23.07% believes its plans are better, 6.175 believes its tariffs is the add on benefit , 10.765 believes its customer care is the benefit ,8.46% believes its GPRS is the benefit and 3.07% believes on its value added services. In my survey I found that out of sample size of 130 females 82% females are aware about the brand Tata Docomo and 18% are not aware. In my survey I found that 26% came to know of the brand through print media,30% came to know through electronic media ,15% of female came to know through friends and relatives and 29% through others. In my survey I found that 44% believes that my number is my identity,32% believes on network connectivity, 18% belives on plans and 6% believes that plan should be economical.

 In my survey I found that to make Tata Docomo a lovable brand 11% said it should focus on providing economical value added services,34% should focus on network connectivity,28% should focus on the better promotional offers and 27 % should focus on the special offers for females.

Difficulties and LimitationsDuring my summer training Igot great experience and knowledge about Telecom Sector and working procedures over there.Itried to deliver my best to the Company but some difficulties that I faced during that time are as follows I was not given particular area to be targeted.I had to make my own choices.Iused to focus mainly on the feminine sector like Doctors,Engineers,Teacher,Students,Bueatians,Salesgirl,Computer Operators,Assistants,Managers and Business Owners. Some person used to agreed at the start but after some time they used to deny. While undergoing my project ,I had to make persons convinced about each facet of Tata Docomo Starter Packs as it is the new enterant in UP West and to provide them the full knowledge .But as I did not get training for selling the sims but only get an overview to it.Thus,it was difficult to persuade them. I used to meet 20-25 customers daily,some of them were co-operative ,and they used to give a positive response while others response was negative. There was any proper database through which I can make calls to the targeted people.So I had to figure out the potential customers.

Strategic Recommendations In my findings I found that Tata Docomo connectivityis not proper and somewhere even diminishing on General Standards.This might have given constraint to the Telecom masses to use Tata Docomo as there service provider .My suggestion is that Tata Docomo should improve its overall connectivity because there main competitors are Vodafone,Idea.

During my research I have found that Tata Docomo sold a minimum quantity of starter packs in the market so that there were only seven to nine thousand consumers attached with Tata Docomo.The probability of Tata Docomo consumers is 0.01875,which is really very very micro .So,my suggestion is that Tata Docomo should make as many as number of consumer to have a consumer base.

During my Research I have found that Tata Docomo starter pack is overall high priced in comparison to others .That is why retailers generally not preferring to push Tata Docomo SKU and not keeping even prescribed stocks.

The whole market has been working on retailers and this is my finding that retailers are not very happy from Tata Docomo retailers schemes.In my opinion some screws are missing to run a well designed retailer scheme with good marketing hip hop.

 Ip/sec now its an old story and just like a slogan of Tata Docomo Do the New is needed here and I strongly advocasing that this older product of per paisa sec plan should be rephoneix by more attractive and economical plan.

NAME- .. ADDRESS-.................................................................................... CONTACT NUMBER-. QUESTIONNAIRE Q1.Which service provider or connection you are using? Idea( ) Vodafone( ) Bsnl( ) Airtel( ) Uninor( ) )

Tata Docomo(

) Tata Indicom(

) Reliance(

) Virgin(

) Aircel(

Q2. Which Age Group you belong to? 20-35 years( 50-70 years( ) ) 35-50 years( 70 and above( ) )

Q3. What is your Profession? Student Working Profession-(Specify-) Self Employed-(Specify-.) Q4. What type of user you are? Prepaid( If Prepaid Use as per your convenience/Extension of validity( Std and ISD services available by default( Cheaper cost of ownership(No fixed rent)-( ) ) ) ) Postpaid( )

If Postpaid Rate per min is less( ) )

Call management services(Voice mail/Call conference)-( Roaming rates are cheaper( )

Q5-Which plan you are making use off?

Pay per second plan( 50p/min plan(

)

BecauseLocal/STD Calling ( Additional Daily Packs( ) ) ISD Calling/Gulf Calling( GPRS Packs( ) )

Q6. How much monthly amount you are spending? Rs-100-Rs-200( Rs-300-Rs-500( ) ) Rs-200-Rs-300( Rs-500and above( ) )

Q7. What benefits you are getting from your specified connection or service provider? Better connectivity( Customer care service( ) Economical( ) GPRS( ) ) Better Plans( ) Tariffs( ) )

Value added service(

Q8.Do you know about Tata Docomo? YES( ) NO( )

Q9.How did you come to know about it? Print media( ) Electronic media( ) Friends & Relatives ( ) Others( )

Q10. Rate the service provider on the scale as per your convenience? Connectivity( Plans ( ) ) Economical( ) )

My number is my Identity(

Q11. What suggestions would you like to give to Tata Docomo to become more loveable brand in women segment?

Economical Value Added Services(Entertainment/Devotional/Knowledge/Horoscopes/Job alerts/Fitness/Recipes) Network Connectivity( ) )

Better Promotional strategies( Special offers for women(

Conclusion
Tata Teleservices in the ninth enterant in the UP WEST carrying the flag of GSM Technology.It is basically the project in which we did our research keeping it female centric to find out the awareness about the recharges and sim card. In this project we gave the brief overview about terms and terminology related to telecom sector and about also we gave the brief history of the telecom sector. We also gave the introduction about Tata Teleservices Limited,About the Company Tata Docomo. The products of the Comopany is Tata Photon+, Tata Walky,Tata Docomo ,Virgin Mobile . The research is basically revolving out to find why the number of female using Tata Docomo connection is low as from the day Tata Docomo entered the UP WEST. Thus for this we have also through the competitor analysis of Private players in UP WEST and studied there market share. We got the questionnaire filled from female taking the sample size of 130.In this we got some negative and positive response.We also tried our best to make them aware about Tata Teleservices of whose product is Tata Docomo. We also got the target of 260 sims activations which we accomplished in 10 days.We sold it at different colleges like Invertis,KCMT ETC. Through this project we learnt a lot many new things about the brand .

BIBLIOGRAPHYCollection of Secondary Data is throughWebsiteswww.tatateleservices.com www.nttdocomo.com

JournalsEconomicTimes/Business Times Journal of Marketing Management 12TH foundation magazine of Tata Teleservices

BooksResearch Methodology-Naresh Malhotra Marketing Management-Philip Kotler