Project 4r6q71

INTRODUCTION (ABOUT PROJECT) The Indian mobile telephony market has grown at a rapid pace in the past six to seven years. While the growing subscriber base has positively impacted industry revenues, operator margins also have shrunk, pulling down “Average Revenue per ” (ARPU). As ARPU declines and voice gets commoditized, the challenge is to retain customers, develop alternative revenue streams, and create a basis for differentiation in high-churn markets. In the wake of changing industry markets, telecom operators are looking at “Mobile Value Added Services” (MVAS) as the next wave of growth, and a large chunk of revenues is expected to flow from VAS in the near future. “Message Service” (P2P SMS), the industry has witnessed an emergence of a growing portfolio of services including graphics/wallpapers s; ringtones and caller ring back tones (CRBT), SMS contests, and games. In India, the revenue from MVAS (excluding P2P SMS) amounted to USD 43.8 M in 2004, and increased to USD 348.8 M in 2009, at a compound annual growth rate (CAGR) of more than 50%. Entertainment VAS is expected to drive the growth of the market going forward with Video/TV and games ing the highest growth rates among other segments in the near future. Given that the industry is young and evolving, the rules of the game are yet to be laid down. As a result, revenue sharing arrangements across the MVAS value chain have emerged in favor of the operators. The future implementation of MVAS in India will encom several new and exciting areas such as mobile internet, location-based services, and regional content-based services. Maturity of the MVAS market also will give impetus to the market for M-commerce applications in India. Favorable government policies and advances in technology are encouraging providers across the MVAS value chain to explore innovative ways to address the mobile telephony needs of India’s rural population.

Boston Analytics research indicates that the Indian MVAS space will witness a high growth trajectory, creating tremendous opportunities for all stakeholders. However, all stakeholders across the value chain need to work collaboratively to overcome growth barriers and create an ecosystem that generates fair rewards for all. The key challenges are to establish the required content authentication standards, and enact laws pertaining to copyright protection. Further, a transparent revenue-sharing arrangement set out under the aegis of an industry apex body such as the Telecom Regulatory Authority of India (TRAI) would bring more clarity to the potential rewards for all stakeholders, thereby ensuring equitable participation across the value chain. As far as content is concerned, there is a need to go beyond music, music, and sports, to cater to the needs of all consumer segments. This research report explores the Indian MVAS marketplace and seeks to provide a systemic view of the industry, while addressing issues across the MVAS value chain in India. I have collected data from a sample of 100. This survey was conducted through the structured questionnaire prepared by me by taking suggestions from my internal guide MR. B.Kiran Kumar and external guide MR. B.Ravindra Kumar and information is collected from all the 100 customers. I collected secondary data from some websites and by referring marketing books which were mentioned at last in references chapter. The statistical tools used like point allocating method and simple random sampling. For the analysis of the information tools used are Tables, bar diagrams, pie charts. This research has helped us to know the various problems in communicating the Value Added Services to customers.

NEED FOR MOBILE VALUE ADDED SERVICES

Currently, Mobile Value Added Services (MVAS) in India s for 10 per cent of the operators’ revenues. With increasing competition and the need for increasing the subscriber base in rural markets, the call rates are declining. This has led to decrease in Average Revenue per (ARPU). After the introduction of seconds pulse, call rates were drastically reduced and Value Added Services gained prominence as they can help the companies to earn profits. In spite of unprecedented growth in the mobile subscriber base, the operator margins are declining. Though the Minutes of Usage is increasing however the same is being offset by the lowering tariffs of operators. This could be attributed to the major subscription growth that is coming from bottom of the pyramid. As ARPU declines, the challenge for operators is to increase revenues by differentiating their offerings and develop alternative revenue streams by offering more Value Added Services to the existing subscribers. So most of the companies are now concentrating on promotion of value added services and some companies even using value added services as their unique selling point. In of market share, 92% of the subscriber base in India is on pre-paid connection, with the remaining 8% on post-paid subscriptions. This has also given rise to opportunities for generating increased revenue, through exploring potential Value Added Services (MVAS) like subscription packs of news alerts etc and more exclusive roaming services tailored to pre-paid subscribers. A recent study projects the current Mobile VAS industry to touch Rs 16520 crores by end June 2010 from its current level of Rs 5780 crores. Mobile Value Added Services: Mobile Value Added Services (MVAS) are those services that are not part of the basic voice offer and are availed separately by the end . They are used as a tool for differentiation and allow mobile operators to develop another stream of revenue. The nature of value added services changes over time. A VAS may become commonplace and commoditized such that it ceases to provide a basis for differentiation. For example, P2P SMS was the only form of VAS in the early days of adoption of mobile telephony in India.

Growth Drivers:

Given the challenges posed by the Indian mobile telephony market as highlighted in the section above, MVAS is likely to become a tool for additional revenue, service differentiation, and customer retention. Telecom operators are looking at MVAS as the next wave for growth and a large chunk of revenue is expected to flow in from VAS in the near future. The growth in the market will be propelled by operator initiatives, as well as by the following macro-economic factors. The Booming Indian Economy: India has emerged as one of the fastest growing economies in the world, with spending on infrastructure and consumption growing at a rapid pace. Growing employment opportunities have resulted in a significant increase in disposable income, leading to a growing acceptance of new technologies and expenditure on communication. Increasing Comfort with Basic Mobility Services: The Indian mobile telephony market has attained critical mass due to the increasing affordability of mobile services, as well as the increasing comfort with basic mobility services. A large chunk of s are comfortable with operating their mobile phones, and would progress into demanding more value-add beyond basic voice applications, driving the next phase of growth. Personalization of content and devices: For a large number of subscribers, the mobile phone has become an extension of their persona. The success of “caller ring back tones” is evidence that s are willing to adopt services which offer them the possibility of personalization. Market Size: The evolution of the MVAS market has proceeded in parallel with the changes and advances in the telecom industry. From the early days of P2P SMS, the industry has witnessed a growing portfolio of services to include graphics/wallpaper s, ringtones and caller ring back tones (CRBTs), SMS contests, and games. In India the revenue from MVAS (excluding P2P SMS) amounted to USD 43.8 M in 2004, and is expected to increase to USD 348.8 M in 2009, at a CAGR of over 50%.

SMS contests:

Television is an integral part of the daily lives of average Indians. The proliferation of global television channels has changed TV viewing from a ive activity to an interactive activity. Daily soaps, music, and contest shows provide the option for viewers to participate through SMS (6). The popularity of contests can be gauged from the fact that during November 2004–March 2005 Indian Idol (a singing competition hosted by Sony Television) received over 55 M votes via SMS, amounting to a total revenue of USD 3.75 M (INR 165 M) at USD 0.07/SMS (INR 3/SMS). Of this amount, telecom companies earned USD 2.61 M (INR 115 M), and Sony TV earned D 1.14 M (INR 50 M). Further, a popular television game show “Kaun Banega Crorepati,” hosted by a famous film personality on Star Television, generated 58 million SMSs over a period of three months. These shows have increased the familiarity of low usage segments such as housewives and the senior population with SMS utilities Music: Mobile music comprises ringtones, caller ring-back tones, and music clips. Indians are known for their affinity for music and movies. According to a key official of Sony–BMG, approximately USD 0.22– 0.26 M (INR 10–12 M)—about 5% of an album’s sales—can be generated from mobile revenues. A popular radio station, Radio Mirchi, receives approximately 40,000–50,000 SMSs daily with requests for songs to be played on air. Saregama (an Indian music company) generates 50% of its revenues from ringtones offered through its catalogue. Video/TV and Games: Advanced MVAS has just started to find market acceptance. These services include mobile TV/video, full-motion videos, wireless teleconferencing, multi-player online games, and M-commerce. These services typically require high bandwidth and a superior level of technology than the currently available 2.5G. The introduction of 3G/4G in the near future is therefore expected to facilitate a wider portfolio of VAS available to mobile s. The video/TV and games segment of the MVAS market are expected to the highest CAGR during 2004–2009.

SCOPE OF THE STUDY/INFORMATION Barriers to Growth of MVAS in India

The challenges emanate from the fact that this segment of the Indian telecom industry is still in a nascent stage and the rules of the game are still evolving. Further, apart from the operators, there is a large number of small players operating across the value chain. The challenges posed to the industry that are likely to hinder projected growth are as follows: Authentication standards: Presently, there are no authentication standards set out for operators and aggregators that apply to the of content. This needs to be addressed by the institution of standards by an industry governing body such as the Telecom Regulatory Authority of India (TRAI) to authenticate the flow of information. This will help create trust among different stakeholders across the MVAS value chain. Copyright protection: As stated earlier, the regulatory framework for copyright protection continues to remain weak despite the extension of existing copyright laws to content, with several instances of violations. In the wake of inadequate remedial action on this front, the MVAS segment is likely to be disadvantaged. The industry requires a stringent regulatory framework in place, to encourage the flow of branded content to consumers. This will instill trust and confidence among various stakeholders across the value chain, leading to increased revenues from data services in the long run. Low feature handsets: Despite considerable growth in mobile subscriber base, low feature handsets continue to remain the order of the day. The purchase decision for handsets continues to be driven by basic utility for voice. According to the India Mobile Handset Usage Satisfaction Study 2006, an integrated digital camera, FM Radio, and speaker phone features remain the most likely upgrade drivers. Features such as Tri-band, Bluetooth, Infrared Port, etc., are growing, but are far from developing mass appeal. The lack of widespread adoption of feature-rich mobile handsets is a barrier to the growth of MVAS in India. However, in the recent past, prices of feature-rich handsets have declined sharply owing to increasing competition among manufacturers and technological advances. There will be a move towards advanced feature handsets in the future even if need and lifestyle do not justify it. Low “General Packet Radio Services” (GPRS) connectivity: GPRS connectivity in India continues to be low given limited handset capability and operator constraints. There is a large population of s who are not familiar with accessing GPRS. Despite its limitation in of number of characters (160characters) and being more cumbersome, SMS continues

to be the most popular delivery channel. In comparison, GRPS will provide a rich as well as -friendly online experience. This can only pick up once the penetration of feature rich handsets grows, and operators provide free GPRS connection. Transparency in revenue sharing arrangements: The current revenue sharing arrangements favor the operators, and are in stark contrast to the business models in established markets such as China, Japan, and Europe. The market is highly unregulated and the absence of an apex body has led operators to pursue obfuscation strategies. The Indian MVAS industry needs to take a close look at best practices in developed markets to design a fair revenue distribution system, whereby creators/owners are adequately rewarded for creating higher quality content. There is a need to create a transparent framework that clearly sets out balanced revenue sharing arrangements, with a fair system of payouts to different stakeholders across the value chain. Excessive focus on entertainment-related VAS: The MVAS market in India continues to be focused on entertainment (movies, music and sports) catering to the needs of the younger consumer segment. Going forward, there is a need to focus on information VAS and transactional VAS (M-commerce), ensuring even growth among all consumer segments. The Future of MVAS in India Revenue sharing arrangement in the future: The current revenue sharing model gives limited incentive for growth of the MVAS ecosystem; hence, operators will need to encourage other players by sacrificing revenue share. Operators will have to use MVAS to differentiate themselves from competitors and hence will become more dependent on content providers and aggregators for quality content. Content developers and aggregators are identifying ways for delivering higher value to the operators. The popularity of high-end informational and transactional activity will increase the bargaining power of content providers, as will the introduction of 3G. Multiple small content aggregators will consolidate and grow stronger, and will thus be in a position to demand a higher revenue share.

New application areas: Applications with respect to the future of MVAS in India will include several new and exciting areas such as mobile internet, location-based services, and regional content-based services. Mobile internet will gain ground with leading players in the internet content space as they configure their sites for

access through mobile phones. The setting up of a special “mobi domain” will also promote the widespread usage of GPRS applications. Location based services comprise among others, GPS services, social networking services (Friend Finder), and information services (Mobile Yellow Pages, City Sightseeing). According to Juniper Research, worldwide carrier revenues from location-based services will climb from around USD 1 B in 2005 to nearly USD 8.5 B by 2010, ing an increase of 53% per annum. Mobile content customized to a certain target region is also being looked at as a source for higher mobile penetration and revenues in both rural as well as urban areas. The diversity in languages (24different languages) and dialects (1,642 dialects) in India creates a large potential market for regional content. Companies have been very receptive to this trend, and are developing innovative strategies to capitalize on regional opportunities. Recent initiatives include Nokia’s agreement with Malayala Manorama for a mobile-based vernacular news portal for subscribers based in Kerala, and Airtel’s launch of a VAS portal in Kannada with ringtone s song s, and dedications. The Growth of M-Commerce: Maturity in MVAS will also give a strong impetus to market growth for M-commerce applications in India. The services presently offered in India include information based services ( balance and activity alerts, foreign exchange rate notifications, etc.) and transaction services (securities trade, cash roll-overs, debt trade, stop-payments). Their growth, however, is limited by low awareness and confidence-in-use, and by infrastructural constraints and high pricing. What is needed, therefore, is close cooperation between the telecom industry on one hand and banks on the other. from the telecom industry for new services will help extend their reach to new customer segments (e.g., M-commerce in rural areas) and this will increase their profitability. Such partnerships between banks and the telecom industry also facilitate mainstreaming and differentiation of new services and offered. MVAS for the rural market: India’s rural market represents a segment with huge potential for MVAS. It is predicted that rural subscribers will grow at a CAGR of 85% during 2007–2011, as against the urban subscriber base which is expected to grow at just under 24% during the same period. Success here, though, is dependent on the interplay of a multitude of complex factors. On one hand, Government policies will probably play the most critical role in growth of MVAS in rural India. These will affect penetration drivers such as the level of competition in the sector, tariff and non-tariff barriers for ICT products, and use of Universal Service Obligation Funds for development of rural telephony. The subscriber base in these areas will require customized services such as crop price alerts, microfinance scheme information, installment due alerts, etc.

The Way Forward India’s telecom industry has posed unique challenges for mobile operators. MVAS has emerged as a great opportunity to rescue the industry from the declining ARPU. From the above analysis, it is clear that the MVAS space is set to witness a high growth trajectory, creating tremendous opportunities. However, stakeholders across the value chain will have to work collaboratively to overcome barriers and create a business ecosystem that generates fair rewards for all the players

OBJECTIVES

➢ To know the level of awareness of Value Added Services in customers of cellular networks.

➢ To identify the loopholes in the communication of value added services to customers.

➢ To develop innovative marketing tools for boosting the penetration of VAS adaption in rural areas.

➢ To know the influence of cost factor on choosing Value Added Services.

➢ To know the satisfaction level of customers in using Value Added Services.

➢ To give some findings and suggestions with the information collected from the customers for implementing changes if any to improve the customer service.

METHODOLOGY

Type of Research: The type of research followed here is a Descriptive Research. It is designed to study the characteristics of mobile s depending on their gender, age group and other interests. There will be a scope for organizations to know the preferences and priorities of customers and the mobile operators can plan their services according to the consumers’ preference.

Questionnaire: A structured questionnaire has been prepared in order to identify the level of awareness of different cellular based Value Added Services in customers and to know the potential sources communicating these services. Data Collection: Primary Data: ➢ Through questionnaire prepared under the guidance of BSNL guide, college guide and me. ➢ By going to the customers personally and gathering information from them.

➢ Visiting to the addresses of the high value customers with the help of the data base provided by the company.

Secondary Data:

➢ By browsing internet and visiting company website and other websites I collected the information about the company profile and about telecom industry. ➢ By searching marketing related books. Statistical Tools: The probability sampling techniques like point allocating method were adopted in this research. The simple random sampling has been followed where every individual has an equal chance for being included in the sample. The analyzed data is tabulated accordingly in the form of tables, graphs and pie charts for having better idea about the survey. Sample Size: The sample size is 100 and the sample included people of different age groups and people belonging to different occupations.

Analyzing and interpretation of data: This approach involved the conversion of raw data in the form of tables using mathematical and statistical tools, which are presented in the report.

Data is represented by using pie charts and bar diagrams.

Report Research: This phase will mark the culmination of marketing efforts. The response of the research analysis is formal written document. Here, the research regarding the customer awareness, perception and satisfaction are given and recommendations are proposed for further development of the organisation.

LIMITATIONS

Any research study is inevitably going to encounter some basic limitations. This was also the same with this study. The limitations of the study are as follows: ➢ The survey is limited to some areas for limited period only. ➢ The study is conducted with limited data available and analysis was done accordingly.

➢ The data provided is very limited and depth of matter is not possible. ➢ The information given by the informants may not be correct and it may be difficult to its accuracy. ➢ Customers were not open to give enough data, in few cases. ➢ Some respondents refused to give information. ➢ The time allotted for the project study is too short, to depict a clear and real picture of the company and its operations.

CHAPTERISATION OF THE STUDY

The project report consists of five chapters and each and every chapter was further divided and was explained in detailed manner.

The first and foremost chapter one is sub divided into seven categories like introduction(about the project), need of the study/information, scope of the study(boundaries), objectives of the research, research methodology, limitations and presentation/chapterisation of the study. The first chapter covers all the above mentioned areas.

The second chapter deals with the profiles one is industry profile and the other one is company profile in detail. This gives the complete information about the telecom industry and about the Bharat Sanchar Nigam limited.

The third chapter consists of the theoretical frame work of the study. It is an overview of how the marketing concepts are inter-linked with the telecom industry i.e. Bharat Sanchar Nigam limited.

The fourth chapter deals with the data analysis part. The data which is collected from the 100 samples is transmitted into the form of tables, bar diagrams, pie charts to have detailed information about the research.

In the fifth chapter after the process of data analysis some findings, suggestions, and conclusion are given. In this chapter it covers all the data about what the customers are feeling with regard to services and took some information from them what to be improved to utilise the services effectively.

At last the annexure which is nothing but the questionnaire and references is given which gives a complete view from where the information about the company profile, industry profile and other information which is required has been collected.

INDUSTRY PROFILE The telecom services have been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy. Telecommunications is one of the few sectors in India, which has witnessed the most fundamental structural and institutional reforms since 1991.The entire sector is now open to unrestricted competition in all. The opening of the sector has not only led to rapid growth but also helped a great deal towards maximization of consumer benefits. The tariffs have been falling continuously across the board as a result of healthy and unrestricted competition and India today has one of the lowest tariffs in the world. Besides, as a result of the various measures and initiatives taken by the

Government, India is now fast emerging as one of the leading telecom nations. The reforms process in the telecom sector is still on, aiming to remove the balance hurdles and limitations. With a strong population of over 1.1 Billion, India has become one of the most dynamic and promising telecom markets of the world. In recent times, the country has emerged as one of the fastest growing telecom markets in the world. It has third largest telecom network in the world after China and US. Indian Telecom Industry – A Snapshot

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Total telecom subscribers – 600.69 million (February 28, 2010)

•

Tele-density – 51.05% (February 28, 2009)

•

Wireless subscriber base – 563.73 million (February 28, 2009)

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Wireless tele-density – 47.91% (February 28, 2009)

•

Average Revenue Per (ARPU) for GSM (as on 30 June 2009) – Rs. 205

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Expected mobile subscriber base (2013) – About 771 million.

Key Performance Indicators Improved quality and increasing affordability have facilitated growth in usage and coverage of telecom services. In addition to the above, the following performance indicators are indicative of the impressive performance of the Indian telecom sector between 2000 and 2006

Quality: The quality of telephone services has improved significantly over the years, as seen in a 23.8% reduction in faults per 100 main lines during 2000–2006. Affordability: A 45% decline in the average price basket for residential use has made fixed telephony more affordable. India has one of the lowest mobile tariffs in the world. The tariffs have declined from USD 0.16/minute (INR 6.70/minute) in 1999 to USD 0.03/minute (INR 1.06/minute) in 2005(3). Access: Coverage and usage of fixed telephony grew strongly, as seen in the 40% growth in telephone main lines and 50% in international voice traffic. The number of mobile subscribers per 1,000 people grew by a substantial 2000% during 2005–2006. Network: Code Division Multiple Access (CDMA) as an alternative technology evolved during the period 2000–2006, with the country-wide network consisting of six players. The industry, initially

characterized by fragmentation, has witnessed consolidation with a number of regional operators taken over by larger operators. STRUCTURAL COMPOSITION: Wire line vs. Wireless

Source: Department of Telecommunications

Industry Revenue (2002-2010) The Indian telecommunications industry is on a growth trajectory with the Wireless subscriber base, including GSM and CDMA, increased from 544.98 million in January to 563.73 million at the end of February, a growth of 3.44 per cent. Wireless tele-density stands at 47.91 per cent. The figures, however, do not include the GSM subscriber additions made by Reliance Telecom.

Year

Revenue(US$ billions)

2002-03

9

2003-04

10

2004-05

11

2005-06

15

2006-07

20

2008-09

32

2009-

43

10(forecasted)

Mobile Operators in India:-

Bharat Sanchar Nigam Limited Bharat Sanchar Nigam limited popularly also known as BSNL is an India-based telecommunication services provider. BSNL operates under the guardianship of the Ministry of Communication, Government of India and Department of Telecommunication, Government of India. The services offered by BSNL includes wire line, CDMA mobile, GSM Mobile, Internet, broadband, carrier service, MPLS-VPN, VSAT, VoIP services etc.

Bharti Airtel Bharti Airtel is one of the topmost companies in the telecom sector in India and is under the Bharti Enterprises Group. The Company Bharti Airtel is in India the biggest integrated and also the 1st telephone service provider in the private sector, which has footprint in around 23 telecom circles. Bharti Airtel Limited has been since its very beginning using the latest technology and thus the company has paved the way for the telecom sector in India with its world-class services and products.

Vodafone Essar Vodafone Essar started its operations in India in 1994 and is under the Vodafone Group. The company Vodafone Essar has its operations in 16 telecom circles of the country. The company offers both post-paid and prepaid GSM cellular mobile coverage all across India and its hold is especially strong in the metropolitan cities. The company Vodafone Essar Limited provides services like 2G, which are based on 1800 MHz and 900 Mhz GSM digital technology.

Reliance Communications The company Reliance Communications Limited has been set up with the aim of providing communication and information to people at affordable price. The company Reliance Communications business includes the whole range of services related to the telecom sector such as fixed line telephones and mobiles. The business of the company also includes services like broadband, data services, international and national long distance services. Reliance Communications also provides to its customers a wide range of value added applications and services.

Tata Teleservices The company Tata Teleservices has helped the Tata Group to have a strong presence in the telecom sector in India. The company was the first in the country to launch the CDMA mobile services in the state of Andhra Pradesh. Further the company also offers other services like value added services such as roaming, group calling, voice portal, 3- way conferencing, enterprise services etc.

Idea Cellular Idea Cellular started its operations in 1995 and is under the Aditya Birla Group, which holds 98.3% stake in the company. The Company Idea Cellular Limited is one of the telephony wireless companies that functions in many states in India. The Company Idea Cellular is the leading mobile services GSM operator in the country. The Company Idea Cellular Limited is the only cellular operator in India to launch EDGE technology. The company's footprint at present covers around 45% of the population of India and more than 50% of the telecom market.

HFCL INFOTEL LTD. Incorporated on 2 Aug.'46, The Investment Trust of India (ITI) is managed by chairman and managing director B K Kothari. During 2002-03 the name of the Company changed to HFCL Infotel Ltd, as part of Company's diversification and restructuring programme, HFCL Infotel Ltd ('transferor Company') a telecommunication Company operating in the Punjab Circle merged with the Company through a Scheme of Amalgamation and decided to hive off the business of Hire Purchase, Finance, Leasing and Securities Trading by way of an outright sale with effect from 1st September 2002 to its wholly owned subsidiary 'Rajam Finance & Investments Company (India) Ltd' now renamed as 'The Investment Trust of India Ltd'

BPL MOBILE COMMUNICATIONS LTD.

BPL Mobile Communications Limited popularly known as BPL Mobile is an India-based telecommunication service providing company. BPL Mobile Communications Limited is an offshoot of the legendary business conglomerate ESSAR group. BPL Mobile Communications Limited was established in the year 1995 and it is presently operating in only in the city of Mumbai. BPL Mobile Communications Limited has revolutionized the Indian mobile telecommunication industry. Within a short span of time the subscriber base of BPL Mobile Communications Limited has reached the 1 million mark. This gigantic mobile telecommunication company of India has grown in leaps and bounds and it offers seamless service to its customers spread across Mumbai. Further, BPL Mobile has gained tremendous popularity due to its competitive pricing of tariffs. BPL Mobile offers high-class mobile service to its wide pool of Mumbai subscribers.

MTNL Mahanagar Telephone Nigam Limited (MTNL) was set up in 1st April of the year 1986 by the Government of India to upgrade the quality of telecom services, expand the telecom network, introduce new services and to raise revenue for telecom development needs of India's key metros, Delhi (the political capital) and Mumbai (the business capital of India). The company has also been in the forefront of technology induction by converting 100% of its telephone exchange network into the state-of-the-art digital mode.MTNL as a company, over last nineteen years, grew rapidly by modernizing the network, incorporating the State-of-the-art technologies and a customer friendly approach. The Company providing various types of telecommunication services including Telephone, telex, wireless, data communication, telematic and other like forms of communication (Internet).

AIRCEL + DISHNET The Aircel Group is a t venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader – a position it has held since. Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Till today, the company gained a foothold in 14 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka and Delhi.

Here is the market share of various mobile companies in India at the end of Dec-2009:-

Company

Subscriber Market share

Revenue Market share

Bharti Airtel

22.6%

29.1%

BSNL

12%

9%

Reliance Communications

17.9%

15.2%

Vodafone India

17.4%

20.8%

Idea Cellular

11%

12.7%

Tata Teleservices

10.9%

7.1%

Aircel

5.9%

4%

Source – TRAI, AUSPI, COAI and company reports.

Rural Telephony: As the government targets to increase rural teledensity, rural telephony will require major investments. This segment will boost the demand for telecom services, equipment, Internet services and other value-added services; thereby, offering great market opportunities for telecom players. It is believed that of the next 250 million people expected to go mobile; at least 100 million will come from rural areas. Though the rural mobile penetration is highest in Punjab (20.69 per cent), followed by Himachal Pradesh (17.09 per cent), Kerala (10.63 per cent) and Haryana (10.20 per cent), most companies are now sweating it out by hard selling their products and services in the rural areas of the region.

COMPANY PROFILE

BSNL (BHARAT SANCHAR NIGAM LIMITED) Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has become one of the largest public sector unit in India. It has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. BSNL is numero uno operator of India in all services in its license area. The company offers vide ranging & most transparent tariff schemes designed to suite every customer. BSNL cellular service, CellOne, has more than 17.8 million cellular customers, garnering 24 percent of all mobile s as its subscribers. That means that almost every fourth mobile in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue .

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Less Internet (CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million DataOne broadband customers.

BOARD OF DIRECTORS:Corporate structure of BSNL Board consists of CMD & Five full time Directors, Human Resource (HR), Consumer Mobility, Consumer Fixed Access, Finance, Enterprise, who manage the entire gamut of BSNL operations. There are five other Directors in the full Board of BSNL. Board of Directors Designation Shri Kuldeep Goyal CMD Shri S.D. Saxena Director (Finance) Shri Rajesh Wadhwa Director - Consumer Fixed Access(CFA) Shri R.K.Aggarwal Director - Consumer Mobility (CM) Shri Rajendra Singh Director - Enterprise Shri Gopal Das Director (HR) Shri J.S.Deepak (I.A.S.) Govt. Director

Basic Services offered by the BSNL:The Basic telephone Services offered by the BSNL are: 1. Internet: Keeping the global network networked, the countrywide Internet Services of BSNL includes Internet dial up/Leased Access service, for web browsing and E-mail Applications. 2. ISDN: Integrated Service Digital Network Service of BSNL utilizes a unique digital network providing high speed and high quality voice, data and image transfer over the same line. It can facilitate both desktop video & high quality video conferencing. 3. Intelligent Network Service: Intelligent Network Service (In service) offers various value-added services such as: - Free Phone Services (FPH) - India Telephone Card (Prepaid Card) - Card Calling (ACC)

- Virtual Private Network (VPN) - Tele-voting - Rate Service (PRM) - Universal Access Number (UAN) 4. Sulabh: It is the best available incoming-only plan. If anyone require the landline b-fone predominantly for receiving incoming calls only, BSNL brings you Sulabh Plan. The rentals in this plan are extremely low. If you desire to make outgoing calls, this facility can also be given separately (or one can also use ITC Cards with Sulabh Plan). These plans are now very popular. 5. WLL (Wireless Land Line): There are two versions of WLL. These are explained as follows: - WLL Fixed (FWT): It is the Fixed Wireless Transmission. In this case, there is a small box fitted with a small antenna at one’s premises and a normal telephone instrument is connected to the box. There is no Telephone copper wire connection as in the conventional telephone. - WLL Mobile: In this case, Subscriber can carry a small handset of CDMA technology. There is no antenna or any other equipment at your premises. Branded as Tarang, this is the most reliable and affordable service giving one’s the best of both fixed line & mobile telephone. 6. Mobile Services: BSNL’s Cellular Service is the India’s growing Cellular Service. BSNL’s Cellular Service has taken the cellular telephone to the masses through innovative technology and strategic pricing. This ambitious service uses state-of-the-art GSM technology to attain global excellence and leadership. BSNL’s entry into this sector has brought GSM cellular service at an affordable cost to the common man. Customers have respond tremendous faith in BSNL and it has enrolled over 1.07 crores Cellular customers. 7. BSNL Internet Service: BSNL, India’s no.1, Internet Service Provider, provides Internet service throughout the country (except Delhi and Mumbai). Sancharnet Card: BSNL has also launched Internet Card. This card is a prepaid Internet Access Card. 8. BSNL Broadband: The Broadband service from BSNL is widely used by almost all the companies of India.

Organizational Structure of BSNL:-

INTRODUCTION TO MARKETING Marketing is the craft of linking the producers (or potential producers) of a product or service with customers, both existing and potential. Some form of marketing arises naturally in all capitalist societies but is not limited to capitalist societies. Marketing techniques are also applied in politics, religion, personal affairs, and many other aspects of life. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Marketing research underpins these activities. Through advertising, it is also related to many of the creative arts. Successful marketers typically have a customer orientation or focus. Overview In popular usage, the term "marketing" refers to the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning. It can be divided into four sections, often called the "four Ps," only one of which is promotion. They are: 1.

Product - The Product management aspect of marketing deals with the specifications of the

actual good or service, and how it relates to the end-'s needs and wants. 2.

Pricing - This refers to the process of setting a price for a product, including discounts.

3.

Promotion - This includes advertising, sales promotion, publicity, and personal selling, and

refers to the various methods of promoting the product, brand, or company. 4.

Place or distribution refers to how the product gets to the customer; for example, point of sale

placement or retailing. These four elements are often referred to as the marketing mix. A marketer will use these variables to craft a marketing plan. For a marketing plan to be successful, the mix of the four "p's" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this procedure.

CHARACTERISTICS OF A SERVICE What exactly are the characteristics of a service? How are services different from a product? In fact many organisations do have service elements to the product they sell, for example McDonald’s sell physical products i.e. burgers but consumers are also concerned about the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face? There are five characteristics to a service which will be discussed below: Characteristics of a Service

1. Lack of ownership:You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours each way , but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it. 2. Intangibility:You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? the location, and the inner presentation of where they are purchasing the service?. 3. Inseparability:Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as apart of the process as well as the quality of food provided. 4. Perishibility:Services last a specific time and cannot be stored like a product for later use. If travelling by train, coach or air the service will only last the duration of the journey. The service is developed and used almost simultaneously. Again because of this time constraint consumers demand more. 5. Heterogeneity:It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced. A concert performed by a group on two nights may differ in slight ways because it is very difficult to standardise every dance move. Generally systems and procedures are put into place to make sure the service provided is consistent all the time, training in service organisations is essential for this, however in saying this there will always be subtle differences.

Service Marketing Mix/Extended Marketing Mix:Having discussed the characteristics of a service, let us now look at the marketing mix of a service. The service marketing mix comprises off the 7’p’s. These include:

• Product • Price • Place • Promotion • People • Process • Physical evidence. Lets now look at the remaining 3 p’s: People An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage. Consumers make judgments and deliver perceptions of the service based on the employees they interact with. Staff should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the service that consumers are paying for. Many British organisations aim to apply for the Investors In People accreditation, which tells consumers that staff are taken care off by the company and they are trained to certain standards. Process Refers to the systems used to assist the organisation in delivering the service. Imagine you walk into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What was the process that allowed you to obtain an efficient service delivery? Banks that send out Credit Cards automatically when their customers old one has expired again require an efficient process to identify expiry dates and renewal. An efficient service that replaces old credit cards will foster consumer loyalty and confidence in the company. Physical Evidence Where is the service being delivered? Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organisation. If you walk into a restaurant your expectations are of a clean, friendly environment. On an aircraft if you travel first class you expect enough room to be able to lay down! Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organisations perceptual plan of the service.

To summarise service marketing looks at:The Characteristics of a service that are: (1) Lack of ownership (2) Intangibility (3) Inseparability (4) Perishability (5) Heterogeneity. The Service marketing mix involves analysing the 7’p of marketing involving, Product, Price, Place, Promotion, Physical Evidence, Process and People. To certain extent managing services are more complicated then managing products, products can be standardised, to standardise a service is far more difficult as there are more input factors i.e. people, physical evidence, process to manage then with a product.

ACCORDING TO TELECOM REGULATORY AUTHORITY OF INDIA New Delhi, 28th May 2010 Telecom Subscription Data as on 30th April 2010, Website :- www.trai.gov.in ➢ Total Telephone subscriber base reaches 638.05 Million • Wireless subscription reaches 601.22 Million • Wireline subscription declines to 36.83 ➢ 16.90 Million new additions in wireless ➢ Overall Tele-density reaches 54.10 ➢ Broadband subscription is 9 million

The number of telephone subscribers in India increased to 638.05 Million at the end of April2010 from 621.28 Million in March-2010, thereby ing a growth rate of 2.70%. With this, the overall Tele-density in India reaches 54.10 Wireless Segment (GSM, CDMA & FWP):-

Wireless subscriber base increased from 584.32 Million in March-2010 to 601.22 Million at the end of April-2010 ing a growth of 2.89%. Wireless Teledensity stands at 50.98. Detailed statistics is at Annexure-I. Wireless Service:A. Service Providers’ share in net additions during the month of April-2010

B. Service Provider wise Market Share as on 30-4-2010

Wireline Segment:Wireline subscriber base declined from 36.96 Million in March-2010 to 36.83 Million at the end of April-2010. BSNL/MTNL, two PSU operators hold 84.64% of the Wireline market share. Overall Wireline teledensity is 3.12. Detailed statistics is at Annexure-II. Service Provider wise Market Share as on 30-4-2010:-

Category wise Net Additions during the Month of April-2010:-

Category

Net Additions Wireline

Wireless

Circle A

-66833

6061622

Circle B

-62009

6649237

Circle C

-10944

2342902

Metro

8936

1846796

All India

-130850

16900557

Category-wise Growth Rate in Access Service:-

Category

Monthly Rate of Growth

Yearly rate of growth

(March-2010 to April-2010

Category (April-2009 to April-2010)

Wireline

Wireless

Wireline

Wireless

Circle A

-0.48%

2.9%

-3.3%

45.5%

Circle B

-0.49%

3.0%

-4.3%

52.2%

Circle C

-0.34%

3.0%

-3.2%

64.9%

Metro

0.13%

2.6%

2.3%

35.3%

All India

-0.35%

2.89%

-2.6%

48.9%

Broadband (≥ 256 Kbps ):Total Broadband subscriber base has increased from 8.75 million in March-2010 to 9 million in April-2010, there by showing a growth of 2.80%.

Note: This information is based on the data provided by the Service Providers/Service Providers’ Association.

VARIOUS VALUE ADDED SERVICE ON MOBILE

GPRS:- (General Packet Radio Service):General Packet Radio Service (GPRS) enabled networks offer 'always-on', higher capacity, Internet-based content and packet-based data services on your mobile phone anywhere any time.This service is applicable for both Prepaid as well as Postpaid customer with different charges. Please note that all mobile devices may not GPRS facility. Using GPRS following service you can in your mobile:Colour Internet browsing

➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢

Polyphonic ring tones MP3 tones Color logo Wallpapers Videos Animations Games E-mails and more........

Benefits of GPRS:-

•

Allows high –speed Internet access on the mobile.

•

Can access all sites even WAP based sites.

•

Can be connected to the PC/Laptop and be used as a Modem.

Different Plan and Tariff for GPRS:For Prepaid Sl.no.

Particulars

Revised

1

Activation charges

Nil

2

Monthly Rental

Nil

3

Accessing Charges

5 Paisa/ 10 KB

4

ing charges

As per the rates fixed by the Content provider

5 NOTE:-

Usage charges in Roaming per KB

5 Paisa/ 10 KB

a) Content means any game, polyphonic ring tones, wallpapers, screensavers, images Etc

b) Minimum balance of Rs. 10 is required to access GPRS.

For Postpaid 1. Free Portal Plan Sl.no.

Particulars

Revised

1

Activation charges

Nil

2

Monthly Rental

Nil

3

Usage/Browsing/Accessing Charges

Nil

4

ing charges

As per the rates fixed by the Content provider

2. Plans with monthly rental. Sl.no.

Particulars

Option I

Option II

1

Activation charges

Nil

Nil

Monthly Rental

Rs. 49

Rs. 199

Accessing charges

3 Paisa/ 10 KB

0

Free usage in Mb

5 Mb

Unlimited

ing charges

As per the rates fixed by the

As per the rates fixed by the

Content provider

Content provider

5 Paisa/10 KB

5 Paisa / 10 KB

Usage charges in Roaming per KB

To activate GPRS facility in mobile:SEND SMS THE FOLLOWING KEYWORDS TO 53733 TO ACTIVATE / DEACTIVATE GPRS/MMS FACILITY IN YOUR MOBILE:SUB -TYPE

PREPAID

GPRS ACTIVATION KEYWORDS GPRSPRE

GPRS DEACTIVATION KEYWORDS GPRSDE

REMARKS

PREPAID SUBSCRIBERS

Postpaid Subscribers can also avail GPRS facility through CSRs. For New customers are being given GPRS facility by default.

You can Polyphonic ring tones, wallpapers, Videos, animations, games etc from www.cellone.in About Cell one Portal:Cellone Portal is a free plan given to postpaid Customers in which they can access only one site i.e.:wap.cellone.in no other site will work. GPRS setting:•

PC connectivity of all nokia hansets using USB cable e.g nokia 6630 via GPRS(West Zone)

•

PC connectivity of Nokia 6630 via IVT Bluetooth with GPRS(WEST ZONE)

•

PC connectivity of Nokia 6680 via IVT Bluetooth with GPRS(WEST ZONE)

•

PC connectivity of Nokia 6600 via IVT bluetooth with GPRS(WEST ZONE)

•

PC connectivity of all motorola hansets using USB cable e.g Moto V3i via GPRS(West Zone)

•

PC connectivity of all samsung hansets using USB cable e.g SGH U600 via GPRS(West Zone)

•

PC connectivity of all sony erricson hansets using USB cable e.g W 700i via GPRS(West Zone)

•

procedure for all Mobile settings for GPRS_WAP & MMS for all mobile handsets

•

PROBLEMS & solutions(PC connectivity)

•

PC connectivity of all sony erricson hansets using USB cable e.g K750i via GPRS (West Zone Please click here for Updated GPRS Settings and FAQ. In case of any problems, queries please send a mail to [email protected] or call 9400024365.

Personalized Ring Back Tones (PRBT)

Independent of instruments No need of installation or ing in instrument

How to subscribe? • • • •

SMS SUB RBTID to 56700 (2/SMS) Or through IVR dial 56700(2/min), 56799(1/min) for normal songs and 56768(2/min) for hungama songs. Or through web visit www.bsnltunes.bsnlumw.com Or *9 copy method (while listening the song on other bsnl number press *9 and copy)

56799 is for MSEARCH i.e dial the number, say your song and get the RBTID or list of RBTID of the song. SMS the RBTID to 56700 and get your song. And SMS <search> <song name> to 56799 (Toll Free SMS) How to deactivate? • •

SMS UNSUB ALL to 56700 SMS UNSUB RBTID to 56700(to deactivate particular song)

Charging rules: • • •

Basic subscription charges : 25/month Content (song) charges : 12/song/month If subscriber subscribes for more then one song, each song is charged for Rs. 12

For more then one songs: • • • • •

There are three modes to play more then one songs. Default mode, Sequential mode, Random mode. Default mode : Subscriber can set one song by default for all callers. ➢ SMS DEF to 56700 Sequential mode: All the songs will be played sequentially one bye one. ➢ SMS SEQ to 56700 Random mode: If subscriber do not selects any mode, random mode is set by default ➢ SMS RAN to 56700 Scheduling of songs according to subscriber’s choice of time and songs is also possible.

Personalized greetings can also be set as PRBT through IVR on 56700 Delisting feature: Subscriber can remove the header played before the caller tune. To subscriber has to book the request at call center. Suspension rules:

do so

• • • •

If subscriber is not having enough balance (for subscription or content) grace period of three days is provided. If subscriber does not recharge the during these three days, suspension period of 27 days is provided. During the suspension of subscription Normal Tring Tring will be played During the suspension of content BSNL free tunes will be played if only one song is selected. If more then one songs are selected, the last selected song will be played. If still subscriber do not recharge every month one song is deactivated from the selected song list.

PRBT for proprietary company: • • • •

For group of people in same company, same song can be set as caller tune. Company must have proprietary rights of the song. Company should have given the songs in writing to BSNL. Only subscription charges will be charged to customer. Rs. 5000/- will be charged to company.

Unstructured Supplementary Service Data (USSD)

      

Session oriented A menu based service Flexible to design dynamic menus Accessible directly from phone screen Extremely friendly Almost 7 times faster than conventional SMS ! A message of a maximum of 182 characters

SMS has a store & forward but no dialogue concept while USSD has a dialogue concept but no store & forward

USSD – Benefits:➢ No clogging inbox since there is no storing mechanism ➢ Faster ➢ Non intrusive alerts can be received without filling up your SMS inbox, they are ‘Flashed’ on the mobile screen Customers can for this service by dialling the activation code *456# and select the subjects of their choice for which they need information. Service Name

Activation Code

Deactivation Code

Charges

Astrology

*456*21#

*456*22#

30

Auto Tips

*456*96#

*456*97#

25

Ayyappa

*456*35#

*456*36#

30

Bakra-Eid

*456*786#

*456*787#

30

Beauty Tips

*456*500#

*456*501#

30

Bollywood

*456*99#

*456*98#

30

Chacha Nehru

*456*14#

*456*15#

30

Cricket

*456*11#

*456*12#

30

Cricket

*456*55#

*456*56#

30

Diwali

*456*90#

*456*91#

30

Election

*456*527#

*456*528#

30

Freedom

*456*512#

*456*513#

25

Gandhiji

*456*08#

*456*09#

30

Geeta

*456*71#

*456*72#

30

General Knowledge

*456*508#

*456*509#

30

Group Discussion

*456*26#

*456*27#

30

Gurbani

*456*61#

*456*62#

30

Health Tips

*456*636#

*456*637#

30

History

*456*77#

*456*78#

25

Holi

*456*73#

*456*74#

30

Indira Gandhi

*456*16#

*456*17#

30

Karvachauth

*456*83#

*456*84#

30

Kollywood

*456*522#

*456*523#

30

Lohri

*456*39#

*456*40#

30

Mahavir Jayanti

*456*531#

*456*532#

30

Makar Sankrant

*456*37#

*456*38#

30

Mega Pack

*456*01#

*456*02#

50

Mollywood

*456*520#

*456*521#

30

Money Matters

*456*43#

*456*44#

25

Motivational Quotes

*456*506#

*456*507#

30

Myths

*456*94#

*456*95#

30

Navratri

*456*81#

*456*82#

30

News

*456*31#

*456*32#

30

ONAM

*456*533#

*456*534#

30

Pongal

*456*45#

*456*46#

30

Power of Words

*456*88#

*456*89#

25

Ramcharitmanas

*456*408#

*456*409#

30

Ramnavami

*456*529#

*456*530#

30

Rakshabandhan

*456*510#

*456*511#

30

Sai Baba

*456*724#

*456*725#

30

Sardar Patel

*456*92#

*456*93#

30

Shree Ganesha

*456*514#

*456*515#

30

Shree Krishna

*456*516#

*456*517#

30

Stock

*456*41#

*456*42#

30

Subhash Chandra Bose

*456*57#

*456*58#

30

Swami Vivekananda

*456*33#

*456*34#

30

Tips of Bride

*456*502#

*456*503#

30

Tips of Groom

*456*504#

*456*505#

30

Tollywood

*456*518#

*456*519#

30

Triumphant Interviews

*456*28#

*456*29#

30

Vaikunth Ekadashi

*456*24#

*456*25#

30

Valentine’s Day

*456*143#

*456*144#

30

X-MAS

*456*18#

*456*19#

30

Astrology

*456*021#

*456*22#

10

AUTO

*456*096#

*456*97#

10

BOLLY

*456*099#

*456*98#

10

FINBASICS

*456*043#

*456*44#

10

FREEDOM

*456*612#

*456*513#

10

GANDHIJI

*456*008#

*456*09#

10

SIM Tool Kit (STK)

STK is SIM Tool Kit, in which various services are available to subscriber such as railway enquiry, news, cricket and many more In STK menu, customers have no need to short codes, only they have to go in cellone menu. How do STK services work? Each BSNL SIM has an option Cellone in the menu. This option contains various Value added Services in different Menus/Submenus. Whenever a customer wants to use any of the services, he/she has to simply navigate through the corresponding Menu/Submenu, reach the concerned service and select it. The system automatically converts it to an SMS, sends it to the VAS provider and gets the reply. TARIFF : Name of content under STK Menu. Sr. No 01

End price (Rs)

Plain text:-News, Astrology, Finance, Cricket, TV 2.00 Schedule, Career, Entertainment (Dating / jokes / Contest /Games), Movie / reviews, Flash SMS / city Guide, Airline info and Miscellaneous.

02.

Text:-Railway. Services

2.00

03

Non text s:-Ring tones, picture messages/ logos etc.

5.00

04.

Picture message :- Logos, Animated SMS

5,7,10,15,20

IVR Based 

What are IVR Based Value Added Services? In IVR based Value Added Services, a customer can make call to a short code and enjoy various Value Added Services in audible format, such as listening of songs, jokes, exam results, etc.



How are the IVR based Value Added Services different from SMS based services? IVR are based services also provide similar content like SMS, only difference being that IVR service are on voice and SMS in text or pictures. One of the advantage for the customer using IVR based services is that he does not need to the keyword like that required in SMS, he / she simply needs to the short code to dial and then navigate through the corresponding menu available on short code.



Are these services available from land line or Mobile? These services are available for all three basic services i.e. from GSM, CDMA and Land line.



What are the IVR short Codes on which calls can be made and what is their Tariff? Various short codes are available 12555, 126300, 12501. Access codes

Tariff

12555

Landline/CDMA - 20 sec. Pulse

Mobile - Rs.5/-per minute

126300

Landline/CDMA - 20 sec. Pulse

Mobile - Rs.5/-per minute

12501

Landline/CDMA - 30 sec. Pulse

Mobile - Rs.5/-per minute



What is meant by subscription based services in IVR VAS? In IVR VAS, by subscribing to a particular service the can make the calls to the predefined multimodal number at lower rates. Subscription based services in IVR are available only for GSM mobile customers at present.

Tariff for subscription services are as below.



Sr.

Access code

Name of service

No



Subscription charges Per month

Usage charges per Minute.

1

1255531

Cricket pack

@Rs.25/-

@Rs.0.30/-

2

1255532

Vas Pack

@Rs.49/-

@Rs.0.30/-

3

1255533

Mobile Radio

@Rs.25/-

@Rs.0.30/-

4

12630031

Comedy

@Rs.19/-

@Rs.1/-

5

12630032

Devotional

@Rs.19/-

@Rs.1/-

6

12630033

Music Station

@Rs.19/-

@Rs.1/-

7

12630036

Cricket central

@Rs.30/-

@Rs.1/-

Are the subscription based services auto renewed? Yes, the subscription based services are auto renewed. Usually 2-3 days prior to the expiry date of subscription; the customer gets an SMS intimating him the charges for renewal of subscription, date of renewal and process of deactivation if the customer does not want to continue the subscription.



Are the IVR services handsets dependent? No, the IVR services are not handset dependent. They can be access from any landline, CDMA or GSM connection. The subscription based services are available from the GSM mobile connectivity.



Activation and Deactivation of IVR Based Services?

Cellebrum - 126300.

SHORT CODE

SUBSCRIPTION ACTIVATI DEACTIVAT CHARGES ON ION

IVR

SERVICES

TARIFF

IVRGSM

RINGTONE

Rs.5/MIN 12630000 NA

COMDEY

Rs.5/MIN 12630000 NA

DEVOTIONAL

Rs.5/MIN 12630000 NA

MUSIC STATION

Rs.5/MIN 12630000 NA

CRICKET CENTRAL

Rs.5/MIN 12630000 NA

COMDEY

Rs.1/MIN 12630031 Rs.19/MONTH

12630031 12630031

DEVOTIONAL

Rs.1/MIN 12630032 Rs.19/MONTH

12630032 12630032

MUSIC STATION

Rs.1/MIN 12630033 Rs.19/MONTH

12630033 12630033

VOICE CHAT

Rs.1/MIN 12630035 Rs.30/MONTH

12630035 12630035

CRICKET CENTRAL

Rs.1/MIN 12630036 Rs.30/MONTH

12630036 12630036

IVRGSM

On Mobile - IVRS on 12555

SMS based Services

YO SMS:This service allows a subscriber to send SMS in different colors, backgrounds, sounds & smileys, which essentially gives effect of MMS Requirement: • •

GPRS/MMS enabled Mobile. GPRS is required only for ing/ upgrading the application which is required for composing & viewing the SMS. • Activation/Subscription of YO SMS Send SMS YOSMS To : 54444 • A WAP link will be received. • Click on the WAP link, go to the site and & install the application. • Application Manager will be installed with the procedural icons of Messaging such as INBOX, COMPOSE, SENT ITEMS, DRAFT, FAVORITE and .  Whenever the subscriber has to send colourful SMS to his known’s, he has to draft the SMS using this YO SMS application & send it as P2P SMS. Tariff for YO SMS:Subscription Charges : Rs 20 /Month, Rs 7/ week Normal GPRS charges will be applicable for ing the application

How to Unsubscribe: SMS “UNSUB YO” to 54444

CALL TRICKER :

With this service a can play various pre recorded sounds in the background while accepting the call. This sound runs in background while talking over the mobile phone. The background sound can be traffic, rain, train etc. Requirement: GPRS/MMS enabled Mobile only for ing the application Installing Call Tricker ○ ○ ○ ○ ○ ○ ○

Send SMS as CALL To : 52222(Toll Free) A WAP link will be received. Click on the WAP link, go to the site and the application. Install Call Tricker application on handset. Once you and install call tricker to your mobile, It will be visible in the application menu of your handset. To launch or customise this application go to menu > applications > call tricker. Subscription Charges: Rs 20/month

Activate/Deactivate Call Tricker 

Activation: If this option is set to Activate, on every call will get a popup on main screen. To accept call using call tricker with specified sound file. > Press Centre Key of navigation. To accept call as normal call (without Background) >Press Up Navigation Key

Change default Sound: Press Down Navigation key. This option will give all the available sounds. can select any sound from the list.



Deactivation: can deactivate Call tricker by clicking Deactivate in the application. Record Background Sound • can also record the sound as per his choice and store it. The file has to be recorded using inbuilt call recorder provided in the application. • If already has sound file which he wants to play using call tricker, then he has to store those sound files in C:Sounds folder in .amr format.

How to Unsubscribe Send SMS “UNSUB CALL” to 52222

SMS Counseling : This service provides counseling service for the general problems/queries of the subscribers from expert counsellors across the globe in 6 major fields viz. Love, Workplace, Family, Stress Management, Feelings, Career, Visa.

This is a confidential counseling service as the SMS are received on mobile which is personal mode of communication and the counsellors do not have any clue about the customer’s name etc. Subscribing for SMS Counselling:SMS HOPE to 54000. Reply (MT SMS) received will have different categories like Love (A) Workplace (B) Family (C) Feelings (D) Career (E) Visa (F) SMS will be required to sent again with categories eg. HOPE C to 54000 Reply(MT SMS) received will have different sub-categories SMS will be required to be sent again with sub-categories and the problem/query eg. HOPE C 2 to 54000 Reply (MT SMS) received will have solution to the query raised. Reply will be received within 4 hrs.

Tariff for SMS Counseling:Subs. can send his question and gets reply for Rs. 6/-(minimum) & Rs. 10/- (maximum) Incase if category and sub-category is known, the can send a single MO SMS with @Rs.2/- having category, sub-category & query and Rs.4/- for MT SMS (answer to the query). Otherwise Rs. 6/- for 3 MO SMS’s for getting the main category, sub-category & for asking the query and Rs.4/-for MT SMS (answer to the query).

Handset Security Service

This service provides a solution for security of subscriber’s mobile handset. Whenever a Mobile phone is stolen & SIM is changed, subscriber gets a message about the change of SIM to pre ed Mobile nos.

Requirement: GPRS enabled Mobile Important Features of Handset Security Service:•

•

When the service is in activated mode it will report all the activities performed on the stolen phone to the pre-configured phone like ‘outgoing calls made to’, ‘incoming calls received’, ‘ missed calls made & received’, ‘messages sent & received’ along with numbers, ‘new s added. Spy call: If a call is made from reporting no. to stolen no. then the stolen no. does not ring (hence the thief does not come to know about the call) but the call gets established and you can listen to what the thief is talking.

SUBSCRIPTION & UNSUBSCRIPTION of Handset Security Service:-

To Subscribe:  Send SMS ms to 52222  Reply from 52222: A new software, which secures your handsets. Rs 25/mnt. Customer Care or 9422315596.  Click http://203.100.140.22:8100/maverick/msmdwnld.jsp  Click the url to the Software. After , the software will install in your mobile.  After installation you will get message as follows: Reply from 52222025: Thanks for subscribing for MSM for 1 month. You have been charged Rs25 for subscription’s 1.0,congrats

To Unsubscribe:  Send SMS unsub msm to 52222 Using Handset Security Service Add Reporting Number:  Press *123* followed by ajt (default wd, can change it).  Go to options and enter the reporting number by selecting the “Add reporting Number” or “Add from phone book” from Menu.  Reporting number can be any other mobile number on which want to receive all the reports related to his Lost/Stolen phone. can add multiple Reporting number. Charges for Handset Security Service:   

Charges for SMS sent for subscribing to the service -Rs.2 per SMS Subscription – Rs-25/month Data charges – applicable as per plan.

MOB Share It allows mobile s to instantaneously share mobile media viz. photos and videos with other BSNL mobile directly using a GPRS enabled phone.

Unique advantages: 1. No need for a PC or internet. Everything from ing on Mobshare, to creating a broadcast list, to sharing photos can be done directly from the mobile 2. No application to be ed or installed on the phone. Mobshare works on all GPRS enabled camera phones 3. Mobshare is an open eco-system which allows BSNL s to share photos with not just BSNL s but across other Mobile Operators as well.

Subscribe: SMS “Subscriber’s name” to 55563.

Eg: Mike to 55563

You get a confirmation message To Unsubscribe : SMS “CANCEL” to 55563 (or) SMS UNSUB ALL to 55563 •

WAP: m.mobshare.in

•

Web: www.mobshare.in

To Add Friends To Your Broadcast List: 1) SMS with their mobile numbers seperated by commas or business cards to 55563. 2) Your friends get the request automatically 3) They accept your request 4) They get a confirmation message and are also invited to Mobshare 5) You receive a confirmation SMS

•

Broadcast by MMS your photos to [email protected]

•

To add more, reply with more Mobile nos

 photo/image to [email protected]  You receive confirmation of photo/video successfully ed as SMS with WAP URL. Photo successfully ed! Photo link: http://m.mobshare.in/r/397z

 Friends added to your broadcast list will receive an SMS alert, with photo/video WAP URL. •

•

For Customers –

Photo sharing with multiple friends at the cost of 1 MMS

–

No issues of MMS Inter-operator connectivity

–

Online backup of photo

For BSNL –

High engagement

–

Increased GPRS usage

–

Subscription revenue @ Rs.25/month

–

MMS revenue

Features of Mob Share •

s can comment on Photos

•

from among multiple sizes of the photo

•

Navigate to other photos ed by the

•

Browse through s of other s

•

& photos/videos via GPRS

•

Change privacy settings

•

Manage Broadcast list

•

Turn off broadcast

 What if I want to the photo/video whose size is more than 180KB? A) It could be ed through WAP-GPRS enabled mobile set by accessing the site www.m.mobshare.com.

 How many Photos/videos I can store? A) You can store any no. of photos/videos, there is no storage charges

Mobile Data Security & Back up Service

SUBSCRIPTION & UNSUBSCRIPTION:To Subscribe: Send SMS Dat to 52222 To Unsubscribe: Send SMS unsub msm to 52222

Charges for Mobile Data Security & Back up Service  Charges for SMS sent for subscribing to the service -Rs.2 per SMS Subscription  Rs-20/month OR Rs. 200/ year  Data charges - applicable as per plan.

MOBILE NEWSPAPER SERVICE This is a new value added service under cellular services (both prepaid and postpaid GPRS subscribers) in the name of "MOBILE NEWSPAPER" (mPaper) the WAP portal of BSNL "Cell One Safari". The various features of the mPaper service are as follows:a. Auto image and text resizing. b. All newspaper sections, except classifieds. c. Search on the newspaper contents. d. My store (for saving particular articles for future reference) e. Sharing/sending of news through MMS.

Tariff: A free trial period of one month after the launch of service is offered. After free trial period monthly fixed charges will be as follows : One newspaper

Rs. 30/- per month

Three newspaper

Rs. 50/- per month

The above tariff will be applicable from 16.03.2007

E-Mail on SMS

This application makes it possible for a subscriber to receive mails on his/her mobile as SMS. It is also used for receiving/sending mail through mobile phones without using GPRS. Good for staff on the move in field and who need to be ed by their office people

Susbription to E-Mail on SMS:-

To Subscribe:: Send SMS “subemail” to 57474 Response message from 56688025: Thank you for subscribing to Pocket Portal service of BSNL. You will be receiving email forwarding configuration in the next SMS from 574744025. Please forward your mails on [email protected] to receive mails on your mobile. REP-reply, REPALL-reply all, REP id, REPALL id to reply & reply all to old mails from 57474422.

To Unsubscribe: Type on mobile & send to 57474

You will get the Response message: Works well in G-mail and Indiatimes

Compose Email From Mobile: Type on mobile <Mail Id of receipient><space> & send to 5747422.

Response message: Mail has successfully sent from 5747422. Reply of recent email: Type on mobile <space> & send to 5747422. Response message: Mail has successfully sent from 5668822. E-Mail on SMS Reply of Old email: Type on mobile <space> <space> & send to 5747422. Example: Send Rep [email protected] thanks to 56688 Response message: Mail has successfully sent from 5747422. Charges Subscription – Rs.25/month

MOBILE TV

TV in Mobile handset for BSNL Customers:The subscribers will be able to watch both Live TV and On Demand Video while on move.Delivers wide varieties of contents for mobile TV & video solution to BSNL’s EDGE/GPRS/3G Customers. BSNL along with APALYA Technologies provides world class TV through GSM mobile Handsets to BSNL’s EDGE/GPRS/3G customers – MymobiTV. Activation: • • • •

To avail this service, 2G subscribers having EDGE/GPRS needs to send an SMS MYTV to 55447 and mimobi.tv application. 3G subscribers needs to send an SMS MY3GTV to 55447 and mimobi.tv application. You can also the application from http://59.162.166.210:8080/OTA/MimobiTV/ To for MIMOBI.TV, MIMOBI.TV client. Then MIMOBI.TV icon will be available in your phone and click it to go through the registration process. Go to options button and select the subscription Plan either Monthly Plan or Pay-Per-View plan. From 15th Sep 2009 onwards, Browsing Charges in accordance with 2G Data Plans & 3G Data Plans will be applicable. Details regarding change in APN settings will be intimated later by Zones.

Subscription Packages: •

Within the MIMOBI.TV application, in the main screen you have options to choose different subscription packages• Monthly Plan and • Pay-Per-View Plan. • To get more detailed information regarding these plans you can get information from HELP menu Mobile TV • MIMOBI.TV is offered in five different packages. Price points Plans Rs 10/-

Per day per channel- watch any channel (/non/regional/non regional) unlimited viewing for one full day

Rs 30/-

Monthly subscription for one non /non regional channel out of 35 Non / non-regional channels

Rs 99/-

Monthly subscription for bouquet of 12 non / nonregional channels out of 35 Non / non-regional channels

Rs 50/-

Monthly subscription for one regional/ channel out of 12 regional/ channels.

Rs150/-

Monthly subscription for 15 specified non channels (including some regional channels).

Price points

Plans

Rs 10/-

Per day per channel- watch any channel (/non/regional/non regional) unlimited viewing for one full day

Rs 30/-

Monthly subscription for one non /non regional channel out of 35 Non / non-regional channels

Rs 99/-

Monthly subscription for bouquet of 12 non / nonregional channels out of 35 Non / non-regional channels

Rs 50/-

Monthly subscription for one regional/ channel out of 12 regional/ channels.

Rs150/-

Monthly subscription for 15 specified non channels (including some regional channels).

•

With Monthly subscription package: You are free to view specific channels grouped for that plan for a whole month.

WAP/Memory : • • • •

If you have a WAP plan, you can use MIMOBI.TV. You can activate MIMOBI.TV if you have a prepaid connection also, provided you have enough balance to get ed with it. MIMOBI.TV accessing is not dependent on access point. You just need to have model that s MIMOBI.TV. To install and run the MIMOBI.TV you must have minimum of 2MB free memory in your handset. In case you don’t have so much free memory a message showing ‘Not Enough Memory’ will flash on your mobile.

DATA ANALYSIS 1. Which mobile device are you using?

a) Basic Mobile

b) GPRS enabled

c) others

Basic Mobile

GPRS Enabled

Others

28

42

30

INFERANCE:In the above table and graph it is clearly shown that 42% of s are using GPRS

enabled phones where as 28% of s are using basic models and 30% of s are using other phones. This shows that there is a lot of scope to increase the use of GPRS enabled handsets, which s many features and contribute to the development of Value Added Services.

2. Which mobile network are you using? a) Airtel

b) Vodafone

d) Tata Indicom

e) Idea

c) BSNL

BSNL

Airtel

Vodafone

Tata Indicom

Idea

54

28

12

4

2

INFERANCE:According to the above table and graph it is clear that 58% are using BSNL, 28% are using Airtel, 12% are using Vodafone, 4% are using Tata Indicom, 2% are using Idea. In my survey the data conclude that there is large number of customers for BSNL and the tough competitor is Airtel.

3. Which type of connection are you using? a) Prepaid

b) Postpaid

c) Both

Prepaid

Postpaid

Both

72

16

12

INFERANCE:According to the above table and pie chart it is clear that there are 72% prepaid customers, 16% postpaid customers and 12% customers who are using both prepaid and postpaid services. If the postpaid customers increase in number, then there will be a scope for the increase in spending, which in turn provides an opportunity to improve the spending on Value Added Services.

4. What is your approximate monthly spending on mobile usage?

a)

b) Rs.300 – Rs.600

c) Rs.600 – Rs.1000

d) >Rs.1000



Rs.300 – Rs.600

Rs.600 – Rs.1000

>Rs.1000

54

26

15

5

INFERANCE:According to the above table and graph it is clear that nearly 54% s are spending less than 300Rs, 26% s are spending between Rs.300 – Rs.600, 15% s are spending between Rs.600 – Rs.1000, 5% s are spending more than Rs.1000 . It will be better if there is improvement in the tariff plans like increasing the validity period, giving extra talk time to attract the customers.

5. Do you have awareness regarding the following Value Added Services of mobile networks? a)

SMS

0

Yes

0 No

b)

Caller Tunes

0

Yes

0 No

c)

News Alerts

0

Yes

0 No

d)

Internet

0

Yes

0 No

e)

Mobile TV

0

Yes

0 No

f)

Mobile News Paper

0

Yes

0 No

SMS

Caller Tunes

News Alerts

Internet

Mobile TV

Mobile News Paper

Yes

98

58

6

63

4

0

No

2

42

94

37

96

100

INFERANCE:According to the above table and graph it is clear that there is a good awareness of SMS(98%), Caller Tunes(58%) and Internet(63%)t in customers but the services like News Alerts(6%), Mobile TV(4%), Mobile News Paper(0%) etc. could not reach customers that well. Very few people knew about these services. So, the mobile operators have to promote these services more effectively by frequently advertising in TV channels, newspapers etc.

4. Through which means of sources the available Value Added Services that are available are being communicated? a) Service messages b) Service calls c) TV ments d) Company websites e) ments in Retail shops

Service messages

Service calls TV Company ments websites

ments in Retail shops

Number of respondents

98

54

29

2

10

Percentage of respondents

50.7772020 7

27.9792746 1

15.02590674

1.03626943

5.18134715

INFERANCE:According to the above table and graph it is clear that nearly 50% s are being communicated through service messages and service calls. By improving the other communication devices like Service calls, TV ments, Company websites and ments in Retail shops so that there will be an opportunity to improve the spending on Value Added Services.

4. Do you use SMS offer on your mobile? a) Yes

b) No

Yes

No

74

26

INFERANCE:According to the above table and pie chart it is clear that 74% customers are using SMS packages and 26% are not encouraging the SMS offers. So it is better if the customer is provided with innovative SMS offers to attract the customers.

5. If you want to have caller tune on your mobile, how do you activate it? a) By getting code from customer care(through call or message)

b) Offered by customer care c) By seeing a code in TV d) Copied from friend’s mobile

By getting code from customer Offered by care(through call or message) customer care

By seeing a code in TV

Copied from friend’s mobile

3

2

1

73

INFERANCE:According to the above table and graph it is clear that nearly 75% s are activating the caller tunes when offered by customer care, 3% by getting code from customer care(through call or message) , 2% by seeing code in TV, 1% s are copying from their friends mobile. So it is better to improve customer care services through service messages, voice based interactive sessions etc.

4. If you are not using the Value Added Services, what could be the reason? a) Lack of knowledge on how to use

b) Cost factor

c) Dissatisfaction with services

d) Not required

Lack of knowledge on how to use

Cost factor

Dissatisfaction with Not required services

12

16

10

62

INFERANCE:According to the above table and graph it is clear that nearly 62% s feel that value added services are not required, 16% s are feeling it is bit costlier, 12% s are dissatisfied with the services, 10% s are not using due to lack of knowledge .By implementing some changes, there is a chance to attract customers who are not using Caller Tunes.

4. Would you find it easier if the caller tunes are activated by the retailers? a) Up to some extent

b) Very helpful

c) No difference

Up To Some Extent

Very Helpful

No Difference

6

75

19

INFERANCE:According to the above table and pie chart it is clear the nearly 75% s find it easier if the caller tunes are activated by the retailers. By implementing this service, there is a chance to attract customers who are not using Caller Tunes, only because they find it difficult to activate tunes.

4.

How often do you participate in the games/quiz contests conducted by the mobile operators from your phone? a) Rarely

b) Regularly

c) Most of the time

d) Never

Rarely

Regularly

Most of the time

Never

12

2

4

84

INFERANCE:According to the above table and graph it is clear that 84% of s are not participating in the contests and game shows conducted by TV channels and mobile operators. These customers can be involved by offering attractive prizes for randomly selected participants for their participation.

12. Give the priority of Value Added Services you would like to have in your mobile? a) SMS

b) Caller Tunes

d) GPRS/MMS

e) Mobile Games

c) News Alerts

Categorie

SMS

Caller Tunes

News Allerts

GPRS/MM Mobile S Games

No. Of

93

28

5

53

75

Respondents Percentage Of Respondents

36.61417 32

11.023622 05

1.968503 94

20.866141 73

29.527559 06

INFERANCE:According to the above table and graph it is clear that there is a good priority towards SMS(number of respondents is 98, percentage of respondents is 36.61417323%), Caller Tunes(number of respondents is 28, percentage of respondents is 11.02362205%) and GPRS/MMS((number of respondents is 53, percentage of respondents is 20.86614173%) in customers but the services like , News Alerts(number of respondents is 15, percentage of respondents is 9.68503937%), Mobile Games(number of respondents is 75, percentage of respondents is 29.5275677%) . so it is clear that there is no priority given to caller tunes, news allerts, mobile games it should be improved.

13. How much amount do you spend approximately on various services and offers other than calls (SMS packs, caller tunes, GPRS etc.)? a) Rs.0

b) Rs.30 - Rs.100

c) Rs.100 – Rs.150

d) >Rs.150

Rs.0

Rs.30 - Rs.100

Rs.100 – Rs.150

>Rs.150

2

5

8

85

INFERANCE:-

According to the above table and graph it is clear that nearly 2% s are spending 0Rs, 5% s are spending between Rs.30 – Rs.100, 8% s are spending between Rs.100 – Rs.150, 85% s are spending more than Rs.150 . It is clear that 2% of customers are not using any type of Value Added Services (VAS) in their mobile. Nearly, 98% of customers are spending moderately on VAS.

14. What is your satisfaction level of speed while using the internet (GPRS) on your mobile? a) Excellent

b) Good

c) Bad

Excellent

Good

Bad

6

16

78

INFERANCE:According to the above table and graph it is clear that 78% of the s are not satisfied with the speed, 16% of the s are satisfied with the speed and gave good and 6% of the s are fully satisfied with the speed and gave excellent. If the speed is improved then it may be utilized by many customers in turn it provides an opportunity to improve the spending and utilization of internet (GPRS) on mobile.

15. What is the response time of the customer care centre to solve the problem when posted any complaint? a) Within12 hrs

b) 12 hrs – 24 hrs

c) More than 24 hrs

Within12 hrs

12 hrs – 24 hrs

More than 24 hrs

92

6

2

INFERANCE:According to the above table and graph it is clear that 92% of the s said that the response time of customer care centre is within 12 hrs, 6% of the s said that the response time of customer care centre is between 12 hrs-24 hrs, 2% of the s said that the response time of customer care centre is more than 24 hrs. From the data it is clear that the response time for solving the problem is very good.

FINDINGS ➢ When customers asked to choose the best cellular network provider most of the customers choose BSNL. ➢ In my survey I found that most of the BSNL customers are government employees. ➢ Most of the respondents felt that the network in peak hours i.e., 12PM-1PM and 6PM-7PM is to be improved. ➢ The activation process time of the various Value Added Services is time taking process. This is also one reason for not using Value Added Services properly by the customers. ➢ BSNL is the best provider of Value Added Services to their customers but it failed in getting aware of those Value Added Services among their customers. ➢ In some cases Hello Tunes are unnecessarily activated and the amount is deducted from the balance of customers it should be rectified otherwise the customers may shift to other networks. It will be a big loss to the organization.

➢ Customers are expecting special SMS packages to be provided by the BSNL. ➢ Most of the customers felt that it will be helpful if the Caller Tunes are activated by the retailer. ➢ In my survey I found that the speed while using INTERNET (GPRS/MMS) is very poor and frequent disconnection of net is experienced by the customers. ➢ Customers having less awareness about the Value Added Services provided by BSNL. It should be rectified by frequent ments through the services messages and TV ments, which I have identified as the effective sources of communication.

SUGGESTIONS ➢ There is very least awareness of Mobile TV, Mobile News Paper and News Alerts among customers. So, these services can be more frequently d through the services messages and TV ments, which I have identified as the effective sources of communication. ➢ BSNL should come out with more innovative packages to attract their customers to use the Value Added Services frequently.

➢ The students are the driving force behind the development of these services. But, the students are limiting their usage because of the cost factor. So, the students can be provided with some special offers and they can be encouraged to use Value Added Services. ➢ BSNL has to improve the customer care service for increasing customer loyalty.

➢ Most of the adults are feeling that they do not require Value Added Services and they are still viewing the mobile phone as just a device to transmit voice calls. This group of s has to be educated about the benefits of these services. ➢ Decrease activation charges of Value Added Services. So, that more customers will show interest in using Value Added Services.

➢ BSNL should provide good coverage and network clarity. In my survey I came to know that the network in peak hours i.e., 12PM-1PM and 6PM-7PM is not proper. So, I suggest you to rectify the network problem so that more number of customers will be added. ➢ The speed while using INTERNET (GPRS/MMS) is very poor and frequent disconnection of net is experienced by the customers. It should be rectified. ➢ BSNL has to put more effort in making their customers to get aware of the various Value Added Services provided by them. Must give widespread publicity to Value Added Services through messages in local TV channels, telephone bills, broadcasting SMS, IVRS etc in addition to print and electronic media so as to push the services.

CONCLUSION Hence the project titled “AWARENESS OF MOBILE VALUE ADDED SERVICES WITH REFERENCE TO BSNL, VISAKHAPATNAM.” is successfully completed under the guidance of internal guide MR. B.Kiran Kumar, Faculty Member (SIMS) and external guide MR. B.Ravindra Kumar, Assistant General Manager (BSNL). I am so thankful to them for giving me suggestions and ing me in completion of my project.

In my project I took 100 samples for conducting the survey and collected data from all the 100 customers through the structured questionnaire prepared by me. After collection of the data I transmitted the gathered data into the form of tables, bar diagram, pie charts.

I analyzed the data and gave some findings, and recommendations (or) suggestions keeping in mind the information I am having. I hope it will be useful to the BSNL in implementing modifications if any and also it may help in improvising the quality of the customer service to their customers.

Finally I conclude by saying that the customers are less aware of the VALUE ADDED SEVICES provided by BSNL. To bring awareness about the Value Added Services BSNL should widespread publicity through messages in local TV channels, telephone bills, broadcasting SMS, IVRS etc in addition to print and electronic media so as to push the services. These all suggestions were given in the study; it may help BSNL in getting aware of their Value Added Services among their customers. If not please ignore it.

QUESTIONNAIRE

Personal Profile:Name: Telephone Number: Gender: Male

Female

Age Group:

a) 16-22

b) 23-27

c) 28-40

d) 41-60

Profession: Student

Employee

Businessman

Housewife

Music

Games

Reading Books

Cricket

Chat

Shopping

Astrology

News

Interests:

All The Above

1. Which mobile device are you using? a) Basic Mobile

b) GPRS enabled

c) others

2. Which mobile network are you using? a)Airtel

b) Vodafone

c) BSNL

d) Tata Indicom

e) Idea 3. Which type of connection are you using? a) Prepaid

b) Post-paid

c) Both

4. What is your approximate monthly spending on mobile usage? a)

b) Rs.300 – Rs.600

c) Rs.600 – Rs.1000

d) >Rs.1000

5. Do you have awareness regarding the following Value Added Services of mobile networks? 0

a) SMS b) Caller Tunes

0

0 No

Yes

Yes

0 No

a) News Alerts

0

Yes

0 No

b) Internet

0

Yes

0 No

c) Mobile TV

0

Yes

0 No

d) Mobile News Paper

0

Yes

0 No

4. Through which means of sources the available Value Added Services that are available are being communicated? a) a) b) c) d)

Service messages Service calls TV ments Company websites ments in Retail shops

4. Do you use SMS offer on your mobile? a) Yes

b) No

5. If you want to have caller tune on your mobile, how do you activate it? a) b) c) d)

By getting code from customer care(through call or message) Offered by customer care By seeing a code in TV Copied from friend’s mobile

4. If you are not using the Value Added Services, what could be the reason? a) Lack of knowledge on how to use

b) Cost factor

c) Dissatisfaction with services

d) Not require

4. Would you find it easier if the caller tunes are activated by the retailers? a) Up to some extent

b) Very helpful

c) No difference

4. How often do you participate in the games/quiz contests conducted by the mobile operators from your phone? a) Rarely

b) Regularly

c) Most of the time

d) Never

12. Give the priority of Value Added Services you would like to have in your mobile? a) SMS b) Caller Tunes

c) News Alerts d) GPRS/MMS e) Mobile Games

13. How much amount do you spend approximately on various services and offers other than calls (SMS packs, caller tunes, GPRS etc.)? a) Rs.0 b) Rs.30 - Rs.100 c) Rs.100 – Rs.150 d) >Rs.150 14. What is your satisfaction level of speed while using the internet (GPRS) on your mobile? a) Excellent

b) Good

c) Bad

15. What is the response time of the customer care centre to solve the problem when posted any complaint? a) Within12 hrs

b) 12 hrs – 24 hrs

c) More than 24 hrs

REFERENCES

BOOKS:Marketing Management Phillip Kotler.

WEBSITES:http://www.ap.gov.bsnl.com

http://learnmarketing.com http://encyclopedia.com http://wikipedia.com http://trai.gov.in