Telecommunication Market in India

INTRODUCTION
TELECOMMUNICATION MARKET IN INDIA

The Indian telecommunications Network with 250m telephone connections is the fifth
largest in the world and is the second largest among the emerging economies of Asia.
Today it is the fastest growing market in the world and represents unique opportunities
for UK companies in the stagnant global scenario. Tele-density, which was languishing at
2% in 1999, has shown an impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set
to increase to 20% in the next five years beating the Govt. target by three years.
Accordingly, India requires incremental investments of USD 20-25 bln for the next five
years. Private operators have made mobile telephony the fastest growing (over 164%
p.a.) in India. With more than 33 million users (both CDMA and GSM), wireless is the
principal growth engine of the Indian telecom industry. Given the current growth trends,
cellular connections in India will surpass fixed line by late 2004/early 2005. Intense
competition between the four main private groups - Bharti, Vodafone, Tata and Reliance
and with the State sector incumbents-BSNL and MTNL has brought about a significant
drop in tariffs. There has been almost 74% in cell phone charges, 70% in ILD calls and
25% drop in NLD charges, resulting in a boom time for the consumers. The Government
has played a key enabling role by deregulating and liberalizing the industry, ushering in
competition and paving the way for growth. While there were regulatory irregularities
earlier, resulting in litigation, these have all been addressed now. Customs duties on
hardware and mobile handsets have been reduced from 14 percent to 5 percent. The
Indian government has merged the IT and Telecom Ministries to speed up reforms and
decision on the Communication Convergence Bill to enable the common regulation of the
Internet, broadcasting and telecoms will be taken after the new Government assumes
responsibilities in may this year. An independent regulatory body (TRAI) and dispute
settlement body (TDSAT) is fully functional.
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INDIAN CELLULAR MARKET
The Bharti Group, which operates in 23 circles, continues to be the country's largest
cellular operator, with 50 lakh subscribers. BSNL, which operates in 22 circles, has a
subscriber base of 37 lakh subscribers. Thus BSNL stands second largest cellular operator
in terms of subscriber base at the end of the fiscal ending March 31, 2007, displacing
Vodafone from the second position.
Vodafone, which operates in only eighteen circles, is the third largest operator with a
subscriber base of 32 lakh. Unlike fellow public sector undertaking, MTNL, which
operates in Mumbai and Delhi, BSNL has been a very aggressive player in the market.
"Cellular operators, who expected BSNL to go the MTNL way, were taken by surprise
and did not take effective steps to counter it, till it was too late in the day," said a telecom
analyst. Belying fears of a slowdown in cellular subscriber acquisitions, the cell club has
reported a 7.92% growth, the highest growth in any month so far, during March 2005.
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Year-on-year, the cellular subscriber base in the country has almost doubled in March
2005, and is expanding at the rate of 25% per year thereafter.
The cellular subscriber club expanded by 21.31 lakh last month. This is much higher than
5.9 lakh subscribers added in February 2005 and 2.13 lakh in January 2005. Idea, which
operates in Seven circles, is the fourth largest operator with a subscriber base of 17.80
lakh, higher than BPL's 11.31 lakh subscribers across four circles. The subscriber
numbers per operator drop sharply with the sixth largest operator, Spice
Communications, having a subscriber base of 9.40 lakh, followed by Reliance Telecom's
8.9 lakh subscribers. MTNL is the ninth largest operator, with a base of 8.32 lakh
subscribers. While the subscriber base-jumped by 3.38% to 44.39 lakh in the metros,
subscriber base of category A circles of Maharashtra, Gujarat, Andhra Pradesh, Karnataka
and Tamil Nadu jumped by 10.18 % to reach 43.64 lakh. Category B circles of Kerala,
Punjab, Haryana, Uttar Pradesh (West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh
and West Bengal recorded a jump of 10.69%, with a total base of 33.74 lakh subscribers.
Circle C has reported 12.74 % growth with subscriber numbers jumping to 5.08 lakh.
Among the metros, while Mumbai added 1,63,180 subscribers, higher than the 1,58,646
added by Delhi, the Capital's cellular subscriber base of over 80 lakh is still higher than
Mumbai's 66.89 lakh. While the cellular industry has been on roll for the first three
quarters of the previous financial year with an average of 16.75 lakh monthly additions in
the third quarter, the first two months of 2007 had seen the growth slowing down.
GSM MARKET IN INDIA
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Regional Interest Groups - GSM India With a population of around 1.1 billion growing at
roughly 1.7 percent a year, India is potentially one of the most exciting GSM markets in
the world. After two rather difficult years, the past 12 months have seen the region's
promise beginning to come to fruition. Much of this success can be attributed to the
stabilization of the licensing and regulatory environment.
India's telecommunications have undergone a steady liberalization since 1994 when the
Indian government first sought private investment in the sector. More significant
liberalization followed in 1996 with the licensing of new local fixed line and mobile
service providers. However, it has been the government's New Telecom Policy (1999)
that has had the most radical impact on the development of GSM services. 'The policy's
mission statement is 'affordable communications for all, There is a genuine commitment
to creating a modern and efficient communications infrastructure that takes account of the
convergence of telecom, IT and media. In addition, the policy places significant emphasis
on greater competition for both fixed and mobile services.'
Competition in the mobile sector has already had a visible impact on prices with calls
currently costing less than 9 cents per minute. This means that service costs have fallen
by 60 per cent since the first GSM networks became live in 1995. It also helps explain
why a recent Telecom Asia survey revealed that more than 70 per cent of Indian mobile
subscribers felt that prices were now at a reasonable level.
One of the challenges facing GSM operators in India is the diversity of the coverage
regions -from remote rural regions to some of the most densely populated metropolitan
areas in the world. India has more than 40 networks, which cover the seven largest cities,
over 7000 towns and several Lacs villages. Such depth of coverage has required
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enormous investment from India's operators. It is estimated that more than Rs200 billion
had been invested in India's GSM industry by mid-2000, a figure that is set to be
supplemented by a further Rs. 300 billion over the next five years. The good news is that
subscriber growth is beginning to look healthy. With India's low PC penetration and high
average Internet usage -at 14-20 hours a month per user it is comparable to the US -the
market for mobile data and m-commerce looks extremely promising. WAP services have
already been launched in the subcontinent and the first GPRS networks are in the process
of being rolled out. In the year ahead, GSM India will work with its members to realize
the potential of early packet services in anticipation of the award of 3GSM licenses.
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India fastest growing GSM mart
India is expected to have 145 million GSM (global system for mobile communications)
customers by 2007-08 compared to 26 million subscribers as on March 2005, according
to the Global Mobile Suppliers Association. "For GSM, India is a success story.
It is one of the fastest growing markets with its subscriber base doubling in 2005. At this
pace, the target of 150 million subscribers by 2007-2008 is definitely achievable," Alan
Hadden, president of GSA, said at a news conference in New Delhi.
Globally, the GSM market reached 1 billion users in February 2005, he said, adding GSM
accounted for 80 per cent of the new subscriber growth in 2005."Almost every Latin
American operator has chosen GSM. In North America GSM growth is bigger than
CDMA (code division multiple access)," he said. Commenting on the raging debate over
GSM versus CDMA in mobile services arena, Hadden said: "GSM is the world's most
successful mobile standard with over 1 billion users, and is an open mobile standard. It
also supports automatic international roaming, which is a major contributor to business
plans." India’s GSM mobile firms’ revenue up 30 pct India’s private telecoms firms
offering GSM-based mobile services reported a 24 percent rise in revenue in the year to
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March 2007 but said future growth rates could slow because of heavy taxes on the
nascent industry. Although India’s mobile sector is the world’s fastest growing major
wireless market, it is amongst the highest taxed industries in the country. Mobile carriers
pay as much as 25 percent of their revenue as license fee, spectrum charges and other
taxes. The Cellular Operators Association of India (COAI) said revenue for fiscal
2003/04 stood at 83.08 billion rupees ($1.86 billion) compared with 64 billion rupees a
year earlier. According to T.V. Ramachandran, director general at COAI, “These revenue
growth rates cannot be maintained unless there is a concerted effort by the government to
cut excessive levies and allow sharing of infrastructure”.
“But the potential to do much better exists as there is still huge demand in the sector.”
Ramachandran said the sector was still losing money but declined to elaborate. Sales
jumped because of a doubling of the GSM (Global System of Mobile Communications)
user base as more people entered the flourishing market thanks to one of the lowest call
rates in the world. But the monthly average revenue per user, a key measure of
profitability, declined 17.4 percent to 432 rupees in the fourth quarter compared with 523
rupees in the first quarter due to a cut in tariffs and excessive competition among
companies. Growth slowing, demand untapped: The association has not included the
financial performance and the GSM-user base of state-run firms Bharat Sanchar Nigam
Ltd, the second-ranked player, and Mahanagar Telephone Nigam Ltd, Ramachandran
said. There are 150 million GSM customers and more than million users of the rival
CDMA-based mobile services in the country.
The pace of growth in monthly additions is slowing after just 1.25 million users took up
the service in April compared with 131.9 million in the previous month and 1.63 million
in February. Ramachandran blamed the slowdown on a majority of small GSM operators
being unable to expand networks into rural swathes where demand remained largely
untapped. “Our surpluses are not enough to cover costs of network expansion and
financing charges on loans. We are making money only to cover operating expenses,” he
said. Carriers are now subsidizing handset costs to woo users into the underpenetrated
industry forecast to have more than 250 million customers by 2007. Roughly three
percent of Indians own a mobile phone compared with about 20 percent in China. About
a dozen firms such as Bharti Airtel Ltd, 28 percent owned by
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Singapore Telecommunications, Reliance Infocom Ltd and the Indian GSM-unit of
Vodafone group battle in the hotly competitive sector.
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DOES GSM HAVE THE EDGE?
GSM operators are not the only ones who are worried about the rapid strides made by
CDMA mobile players Reliance Infocom and Tata Indicom in the Indian cellular market?
The GSM suppliers – both handset and equipment - who incidentally also have their other
foot firmly placed in the CDMA pie, are beginning to lose some sleep over what was
earlier termed as `niche’ and `minuscule’ data carriage market by the operators .
Apart from the strong success of the two CDMA operators whose networks are based on
code division multiple access (CDMA), the miserable showing of the four global
standard for mobile (GSM) based networks that launched general packet radio service
(GPRS) service for data connectivity in last three years, has the vendors worried. Global
mobile Suppliers Association (GSA) now believes that even though India will primarily
remain a voice traffic-led market in next two-three years, the data traffic component will
grow by 25-30 per cent, an optimism that it’s trying to make GSM operators feel as well.
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THE CDMA CHALLENGE
CDMA players had launched their services with CDMA 2000 1X-based networks, which
can give hi-speed, always-on connectivity to the Internet, and other data services. GSM
operators, on the other hand, have had to migrate from the frustrating experience of WAP
(wireless application protocol) to GPRS, which has not significantly improved the
subscriber’s experience of surfing the Net on/from mobile.
The top brass of GSA, an organization comprising Nokia, Siemens, Ericsson, Alcatel and
Lucent Technologies - met on Tuesday in the capital to persuade the operators to adopt
EDGE (Enhanced Data rates for GSM Evolution) and leave GPRS behind as a dream
gone sour.
Only Airtel, Vodafone, BPL Mobile and Idea Cellular had launched GPRS, but the data
transfer speeds of GPRS have been abysmal. The field trials gave a speed of around 54
kbps, but the actual speeds have not exceeded 14-18 kbps, a major reason why GPRS
growth has been so slow. As against the total GSM cellular base of 5.61 crore, the
country has between 2,80,000 lakh GPRS users only. In comparison, the two CDMA
operators have about 120 lakh connections. All these sets are data compliant. Though no
figures are available as to how many use these for data services, the figure is believed to
be respectable as a percentage ratio for CDMA.
Bharti is almost there !
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But first, the EDGE! Bharti Cellular is close to commercially launching its EDGE service
in Delhi and Mumbai by end May or early June, sources said. The company was the first
to conduct field trials in November with its equipment supplier Ericsson. Idea too held
EDGE field trials in February this year with its vendor Nokia. Vodafone and BPL are yet
to hold the trials. The two companies would eventually migrate to EDGE, but perhaps
after seeing the response to Bharti’s service. EDGE holds the promise of delivering data
speeds of around 170-180 kbps (as against the theoretical speed of around 380 kbps)
which, if achieved, promises the launch of many data applications. The scalable cost of
migrating from GPRS to EDGE is not too high and mainly comprises software upgrades
in case of a modern network such as Bharti and Hutch, claimed chairman of GSA India
chapter Rakesh Malik.
Will GSM maintain its head start?
At the GSM Evolution Forum held in New Delhi, GSA president Alan Hadden predicted
that GSM growth will far outstrip CDMA as was happening globally. He felt India could
have as many as 200 million GSM subscribers by 2007-2008, up from nine million in
December 2004. According to GSA, there are over 1.1 billion GSM subscribers
worldwide as against 250 million CDMA customers. The revenue of top 25 global
operators from data averages 18 per cent and 22 of these operators run GSM networks.
Overall, there are 76 operators in 50 countries that have committed to deploy EDGE.
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Almost every country has a GSM-based network and even those US operators, which
operated on now-defunct TDMA technology, were migrating gradually to GSM, not
CDMA, pointed out Hadden at the GSM Evolution Forum. The Forum is a global GSA
program to assist the operators for evolution to third generation (3G) technologies.
“People are using their phones for much more than voice. Fifteen networks have
commercially launched EDGE as it can run 3G like services in the existing spectrum for
the operators without needing a 3G license. Even the migration to a full-fledged 3G level
of Wideband CDMA (WCDMA) will be smooth with EDGE,” said Hadden. “Besides,
the automatic roaming provided by GSM networks in almost 200 countries is a power
that CDMA doesn’t give you. We know for sure that almost 20-25 per cent of the revenue
for some GSM operators comes from roaming customers,” he added. But CDMA is no
pushover with Korea and Philippines as the shining jewels in its crown. The first CDMA
2000 1X was commercially deployed in October 2000.
Already, 81 operators have launched 77 CDMA 2000 1X networks whereas nine have
launched services based on 1xEV-DO platform across Asia, the Americas and Europe. At
least, new 1X and six 1xEV-DO networks are scheduled to be deployed in 2004,
according to CDMA Development Group. EV-DO and EV-DV are the next level of
evolution on the CDMA 2000 1X platform, capable of delivering services comparable to
3G WCDMA.
Where are the models?
What will matter a lot in this war will be the availability of EDGE compliant handsets at
affordable rates. While the two CDMA operators have been giving out handsets that can
give hi-speed data transfer, same has not been the case with GSM. Even now,
GPRS handsets have not become commonplace and GPRS feature is found only in mid
and high-end segment handsets.
End sum game
When the networks deploy EDGE, subscribers can expect the delivery of advanced
mobile services such as easy downloading of video and music clips, full multimedia
messaging, besides high-speed Internet and e-mail access, provided their handset
supports all this. But the real cruncher will be the migration at a later stage to 3G
technologies such as WCDMA, EV-DO or EV-DA as and when the government decides
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what to do with the 3G licences. WCDMA for example promises delivery of a
phenomenal 2 megabytes per second (mbps), equivalent to what a leased line in many
middle level corporates gives.
More importantly, WCDMA will spawn a whole new range of full motion audio-video
applications, including video telephony. GSM lobby may continue to remain gung ho
over the future of their technologies over that boosted by the American firms Qualcomm
and Motorola, but Indian market could well throw an interesting scenario that industry
experts will do well to watch. In the coming months, Reliance plans to offer its CDMA
subscribers much more than what GSM players intend to deliver through their EDGE for
their subscribers.
Who succeeds in this battle for mobile customer’s eyeballs is most difficult to predict. A
Korea and Japan may not be waiting to happen in India, but India will probably be more
like the Chinese market with both standards co-existing. For now, GSM rules.
PRESENT SCENARIO
In the fixed line arena, BSNL and MTNL are the incumbents in their respective areas of
operation and continue to enjoy the dominant service provider status in the domain of
fixed line services. For example BSNL controls 79% of fixed line share in the country.
On the other hand, in the mobile telephony space, Airtel controls 21.4% subscriber base
followed by Reliance with 20.3%, BSNL with 18.6%, Vodafone with 14.7% subscriber
base (as per June 2005 data).
Following list shows the GSM subscriber figure till Jan 2012
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OTHER COMPANIES NO OF PERCENTAGES
1) Bharti Airtel 88382758 33.04%

2) Vodafone Essar 63340024 23.68%
3) BSNL 42673357 15.95%
4) IDEA 40016153 14.96%
5) Aircel 16761397 6.27%
6) Reliance Telecom 10353841 3.87%
7) MTNL 4003807 1.50%
8) BPL 2007303 0.75%
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INTRODUCTION TO COMPANY
Airtel (Bharti Airtel Ltd.)

We are one of the world's leading providers of telecommunication services with
significant presence in India, operations spread over 17 countries of Africa, Sri Lanka and
Bangladesh.
Our bouquet of services include telecommunication services under wireless and fixed line
technology, integrated suite of telecom solutions to our enterprise customers and
providing long distance connectivity both nationally and internationally.
We also offer Digital TV and IPTV Services. All these services are rendered under a
unified brand "Airtel". The company also deploys, owns and manages passive
infrastructure pertaining to telecom operations through its subsidiary and joint venture
entity.
Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across India.
Bharti Airtel is India's leading private sector provider of telecommunications services
based on a strong customer base consisting of 50 million total customers, which
constitute, 44.6 million mobile and 5.4 million fixed line customers, as of March 31,
2007.
Airtel comes to us from Bharti Airtel Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services,
which include Cellular, Basic, Internet and recently introduced National Long Distance.
Bharti also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments in India, it is also the first
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company to export its products to the USA. Bharti has also put its footsteps into
Insurance and Retail segment in collaboration with Multi- National giants. Bharti is the
leading cellular service provider, with a footprint in 23 states covering all four metros and
more than 50 million satisfied customers.
Bharti Airtel Ltd.

As of Sep 21, 2012
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279.10 268.35 280.00 270.35 412.25 238.50 535,172
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COMPANY PROFILE
Our Brand:
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to
seize the day” with an ambition to become the most admired telecom service provider
globally. Airtel, in just ten years of operations, rose to the pinnacle of achievement and
continues to lead.
As India's leading telecommunications company, Airtel brand has played the role of a
major catalyst in India's reforms, contributing to its economic resurgence.
Today we touch people's lives with our Mobile services, Tele media services, to
connecting India's leading 1000+ corporates. We also connect Indians living in USA, UK
and Canada with our call home service.
MISSION AND PROMISE

By 2015 Airtel will be the most loved brand, enriching the lives of millions.
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“Enriching lives means putting the customer at the heart of everything we do. We will
meet their needs based on our deep understanding of their ambitions, wherever they are.
By having this focus we will enrich our own lives and those of our other key
stakeholders. Only then will we be thought of as exciting, innovation, on their side and a
truly world class company."
AWARDS
Airtel has won the ‘Most Preferred Cellular Service Provider Brand’ award at the CNBC
Awaaz Consumer Awards in Mumbai. This is 6th year in a row that Airtel has won the
award in this category. This year, the awards were based on an exhaustive consumer
survey done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16
states in India, rated brands across different categories to choose brands which delivered
true value for money.
Bharti Airtel has received the prestigious Business world-FICCI-SEDF Corporate Social
Responsibility Award 2009-2010. The FICCI Socio Economic Development Foundation
(FICCI-SEDF) and Business world CSR award was instituted in 1999 to recognize
exemplary responsible business practices by the Indian industry.
CODE OF CONDUCT
For Directors and Senior Management
Background:
Issues of Corporate Governance and challenges posed by the increasing awareness and
importance for greater transparency, accountability and disclosure in companies have
created a need to evolve a Code of Conduct (Code) for all members of the Board and
senior management of Bharti Airtel Ltd. In its constant endeavor to improve and maintain
the highest standards of corporate governance, the Board of Directors has adopted this
Code of Conduct for Directors and Senior Management.
Applicability:
The Code is applicable to all the following persons:
Non-executive Directors of the Company (Directors) including independent directors.
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• Executive Directors of the Company (Executive Directors).
• Senior Principal Officers comprising Corporate Directors and members of the Airtel
Management Board and Financial Controller.
Directors and Executive Directors are referred to as “Board”. Executive Directors, and
Senior Management including Financial Officers are collectively referred to as “Senior
Principal Officers”.
Chief Financial Officer, Financial Controller and Group Director-Finance shall be
referred to as “Financial Officers”
The objective of the Code is to promote honest and ethical conduct and disclose in a
transparent manner the values in accordance to which the business of the Company will
be conducted. The Board is of the view that the standards should apply to them and to
Senior Principal Officers of the Company should be higher than those that are applicable
to all employees. Accordingly, compliance with this Code is a condition of employment
and service for Senior Principal Officers, and is meant to supplement the general Code of
Conduct for all employees.
The Code:
Collective responsibility:
• All Directors and Executive Directors acting collectively as a Board, function under the
principle of collective responsibility and will always act in the interest of the Company.
• In making its decisions, the Board shall take into account, and balance the various and
sometimes conflicting interests of all the stakeholders. • The members of the Board, in
discharge of their fiduciary duties, will exercise due care, competence and diligence as a
reasonable and prudent person, and exercise the highest standards of integrity and ethics.
• The Board will rely in good faith on Senior Management for information and
disclosures for its evaluation and decision-making.
• All the Board members must always act in the best interests of the company and
decisions will be taken in good faith.
• All independent Directors must met the criteria for independence as set out in clause 49
of the listing agreement with the Stock Exchange or other regulations as amended from
time to time.
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• Directors must not be disqualified from being appointed as directors under Section 274
and other applicable provisions of the Companies Act, 1956.
Honest and ethical conduct:
• Executive Directors and Senior Management will pro-actively promote and set an
example of ethical behavior and integrity to the employees of the Company.
• In the discharge of their official duties and obligations the Board and Senior
Management will exhibit and promote the highest standards of honest and ethical
conduct.
• Confidential information acquired in the course of one’s position, work and
responsibility will not be used for personal gain or advantage, nor be disclosed to a third
party unless required by law to do so.
• Applicable laws, rules and regulations will be complied with in letter and in spirit in all
the jurisdictions in which the Company operates, and the Board will rely for such
compliance on the information and disclosures made by Senior Management.
Disclosure and transparency:

• The President & CEO and Financial officers will provide the Board, shareholders and
other stakeholders with accurate, complete, objective, relevant and timely information in
an easily understandable form, by means of periodic reports and other public
communication subject to relevant laws and guidelines on the same.
• While making such disclosures, all material facts will be stated and there will be no
concealment or misrepresentation of information or data.
Record Keeping:
• Financial Officers will record and report business expenses and income accurately and
books, records, accounts and financial statements will be maintained in reasonable detail,
appropriately reflect transactions and conform to both applicable legal requirements and
systems of internal control.
Conflict of interest:
• A conflict of interest exists, where the interests or benefits of one person or entity
conflict with the interests or benefits of the Company. Transactions, commitments and
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other activities which are not in the best interests of the Company or which have the
potential to develop into a conflict of interest, should be avoided. Conflicts of interest
between personal and professional relationships will be avoided, and if legally permitted
and unavoidable due to extraordinary circumstances, shall be fully disclosed to the Board
by the person engaging in such transaction. As a general rule, Executive Directors and
Senior Management should avoid conducting business of the Company with a close
relative or with a business in which a relative is associated in any significant role. The
employment of such relatives in the same department or in positions that have a financial
dependence or influence is discouraged and an exemption has to be obtained from the
Chairman in special circumstances.
• Any activity that interferes adversely with performance, duties and obligations or is
otherwise in conflict with, or prejudicial to the Company is prohibited.
• Executive Directors and Senior Management will devote their full attention and time to
the business interests of the Company. Executive Directors and Senior Management will
not render any professional service to or accept remuneration or compensation in cash or
kind from suppliers, customers, consultants or competitors to the Company.
• The Board and Senior Management will not take part in any activity that enhances or
supports a competitor’s position, unless there is a definite benefit for the Company.
• It is a conflict of interest to serve as a Director of a company that competes with or has
a potential conflict of interest with the Company. Senior Management must obtain the
approval of the Board before accepting any position with another company, even a non-
competitor and even if honorary.
• Any Executive Director or Senior Management, in considering investing in any
customer, supplier, developer or competitor of the Company (except purchase of equity
or debt instruments of listed companies), must take care to ensure that these investments
do not compromise their responsibilities to the Company. Prior approval of the Audit
Committee of the Board is necessary for making any such investment. While making
such investment, the factors for determining conflict of interest include the size and
nature of such investment, the ability of the proposed investor to influence the
Company’s decisions, access to confidential information of the Company or the other
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company, and the nature of the relationship between the Company and the other
company.
• Solicitation or acceptance by a member of the Board or Senior Management and their
immediate family members, of a personal loan or guarantee from a customer in any
capacity or supplier of products or services is not allowed.
• Executive Directors and Senior Management shall not accept any offer, payment,
promise to pay or authorize payment of any money or gift of value, from customers,
suppliers, vendors or authorities, that is perceived as intended directly or indirectly to
influence any business decision. Inexpensive gifts, business meals, celebratory events and
official entertainment, provided they are not excessive or create an appearance of
impropriety, do not breach the Code and are permitted. Gifts given or received should be
appropriate to the circumstances and never excessive.
• None of the members of the Board or Senior Management may exploit for their
personal gain, opportunities that are discovered through the use of corporate property,
information or position, unless the opportunity is disclosed in writing to the Audit
Committee of the Board and the Board declines to pursue the opportunity.
Any deviation/breach of the Code will be treated with due seriousness and prompt action
taken to redress the same. Amendments and waivers to the Code From time to time, the
Board may amend or waive certain provisions of the Code depending on the legal and
other requirements or for a bona fide purpose. Every member of the Board and Senior
Management, including new recruits (at the time of joining) will be given a copy of the
Code and are required to confirm their compliance of the same in writing. A copy of the
Code will also be published on the web site of the Company. This code may, from time to
time be extended to other senior officers of the company, as the Board may think fit.
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Service Type of
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News
Airtel Night Radio Optional Airtel brings you Night Radio where you can listen to
songs from 10pm to 7am
Airtel Radio- Optional Nonstop Music Station which contain more than 100000
543213 songs from different categories like Latest bollywood,
indipop, international, devotional, evergreen etc.
22
Airtel Talkies Optional Airtel Talkies is your multiplex on the move which
provides you a complete cinematic experience on your
mobile phone.
It is your one stop shop to hear Bollywood Blockbuster
Flicks on your mobile phones. You will have the jest of
movie in a complete, energizing, entertaining package
anytime anywhere with original movie content,
dialogues, storyline and songs.
Airtel messenger On Get connected to Yahoo & MSN messenger services
Usage through Airtel Messenger and chat with your buddies or
find new friends.
Astro Dream Optional Know what your dreams are indicating.
Prediction
Astrology Optional A comprehensive Astrology portal which will include

Horoscope, Numerology, Panchang. Browse for your
profile or check out the same for friends & family...
Once subscribed the customer will receive a daily alert

based on his sun sign. He can also choose to receive daily
panchang alert at an additional charge of Rs.10/month.
Audio Cinema Optional This Subscription Service Portal contains complete
synopsis of Hit Bollywood Movies edited for listening
from Airtel Mobile anytime, anywhere, on-the go.
The edited movie has storyline, dialogues and narration
and is an entirely new & interesting portal way of
“watching' your favourite Bollywood movies once again.
Autorenewal of Optional Rs.12, 24, 36, 85 SMS packs recharged through retail
SMS Packs through will be auto renewed on expiry of validity
retail
23
Bhakti Recharge Optional Recharge with Rs.10 Masti recharge PRC & select any 1
from the given services:
1) Live Aarti
2) Festival Pack
3) Chalisa
4) Satsang
Comedy Junction- Optional Comedy Junction (543212908), an instant stress reliever,
543212908 packaged for the masses. Customers can listen to jokes
in various categories (Famous comedians, Shayari, Love
etc). In addition to browsing (on toll free number),
customer will also get 1 joke sms/day.
Conversion from Optional Convert your Post-Paid subscription to Prepaid with
Post-Paid to ease.
Prepaid
Conversion from Optional Convert your Prepaid to Post-Paid subscription with
Prepaid to Postpaid ease.
Cricket Pack Optional India Match Day Combo Pack:

Customer will get SMS Alerts after every six overs on
each Match Day.
Customer will get access to Streaming and Scores on
543212601 (toll-free) for the entire Series.
Cricket SMS Alerts Pack:

Customer will get SMS Alerts after every six overs
during the Series
Devotional Alarm Optional In any and every religion it is considered that the best
way to start the day is by remembering the Almighty
God and that is something that most of us would ideally
want to do. This is where Devotional Alarm pitches in
and helps us put this belief into practice. Thus, giving a
24
perfect start to the day with a Devotional touch.
The Devotional Alarm sends out an OBD call to the

subscriber of the product in the morning between 6 a.m.
and 8:30 AM. The OBD call plays a 45-60 second clip of
a religious song of the religion selected by the subscriber.
Duplicate Bill On Request for a duplicate bill at 121 or register for e-bill
Usage and view your detailed statement online, with the facility
to segregate calculate your personal usage.
Easy Music Optional Simply walk into your nearest Airtel retailer and pick
your favorite Hello Tunes or choose a Melodious Ring
tone of your favorite song. It is as simple as recharging
your phone with talktime.
GPRS - Daily Optional Stay connected to the internet and access your e-mail
Rental Pack Rs 10 anywhere anytime on your phone or on your laptop with
your mobile as a modem.
GPRS - Rental Optional Stay connected to the internet and access your e-mail
Pack Rs 19 for 3 anywhere anytime on your phone or on your laptop with
days your mobile as a modem.
GPRS E- Optional Now, activate GPRS service by just a recharge and
Recharge@Rs.19 access Mobile-Internet. Dial *123*10# to check your free
internet limit.
GPRS E- Optional Now, activate GPRS service by just a recharge and
Recharge@Rs.98 access Mobile-Internet. Choose your plan with
according to your usage.
Government Job Optional This subscription based portal will provide information
Portal regarding all available Government jobs. Subscriber will
get information regarding jobs from various segments
like Police, Railway jobs, Banks, Armed Force, Postal
department , etc.
25
Subscribers can dial 54321737 (Tollfree)any time to
listen to Government Job details.
Content can be downloaded through SMS.
The in-dial TOLL FREE number will have following
Details related to each job opening: Organization, Post ,
Number of post, Last Date of receiving the application,
Age Limit, Salary, etc
Hello Tune Portal On Select your Hello Tune from a collection of songs in
5432111 Usage Hindi & other languages. Choose from a wide variety of
songs from Top 10, latest releases, Popular, Evergreen
and other categories.
Hello Tune Search Optional Customers can search all their favourite songs.
Just SMS Song/Album or Movie to 543215 or call
543215 and Say the song Name
Hello Tunes Optional Welcome your callers with your favourite song when
they call you. You can play different Hello Tunes for
different callers, set special hello tunes for your friends,
spouse and business associates.
Live Arti from Sai On Listen to Live Aarti from Shirdi Sai Baba Temple.
Baba Temple at Usage Unlimited and toll-free usage for all subscribers
Shirdi
Sai Baba Live Aarti Time-table:
4:15 am Bhopali
4:30am Kakad Aarti
5:00 am Bhajan
5:35 am Shirdi Majhe Aarti
8:00 am Satya Narayan Puja
9:00 am Abhishek Puja
10:00 am: Satya Narayan Puja
11:30 am Dhoni Puja
12:00 Noon Aarti
26
4:00 pm Pothi Aarti
8:00pm to 10:30pm Bhajan
9:00 pm Chabri
10:30 pm Aarti
Live Astro Optional The service involves astrological guidance over phone by
a trained astrologer from Ganesha Speaks. The
customer can dial 55207 and speak to the astrologer for
personalized predictions. The customer can also listen to
a pre-recorded IVR for the following:
MMS On AirTels MMS [Multi-media Messaging Service] turns
Usage your messages into a visual experience
MMS on Demand Optional You can pull any MMS content with help of MMS on
(free service) Demand Service. These MMS will be based on short
codes, sent.
Masti Recharge Optional Recharge with Rs.10 Masti recharge PRC & select any 1
from the given services:
1) Hello Tune
2) My Tune
3) Airtel Radio
4) Bhojpuri Radio
5) Joke
6) Shayari
Missed Call Alert Optional Get updates of all calls you miss if your phone is
switched off or you are unreachable. Next time someone
tries to call you while you away you will receive a SMS
notification as soon as you are back in the coverage area,
or when you switch on your phone.
Missed Call Alert Optional Get Details of all the missed calls when your phone was
either switched off or out of network.
27
Missed Call Alerts Optional Get Details of all the missed calls when your phone was
either switched off or out of network.
Mobile Internet Optional Now stay connected to Internet through your mobile
Pack-Rs.57 phone and laptop.
Mobile Office - Optional Stay connected to the internet and access your e-mail
Zero Rental Plan anywhere anytime on your phone or on your laptop with
your mobile as a modem.
My Tunes Optional Now Listen to songs of your choice on every call you
make
Numerology Optional Know what your date of birth tells about Year 2012 or
which will be your lucky number in Year 2012 & its
influence on your personal & professional life.
Panchaang Optional Panchang is ancient Vedic astrology that helps you
synchronize with your best days and times - ahead of
time. More accurate than conventional horoscopes, it
has many practical uses like: love, travel, money, work
and much more.
Portfolio Manager+ Optional This subscription based portal will provide information
regarding Live Stock, IPO, Mutual Fund's NAV and
Instant Alert on desired price on stock, Profit
Calculator, Portfolio MIS & Analysis etc.
Raat Baaki Optional Non-Stop Music from 10pm to 7am.
Customer will be given 2 language options i.e. Hindi and
Bhojpuri.
On Selection, Non-Stop content programmed during
night time will be played.
Top programs- Latest hits, Evergreen hits, local/regional
hits, Love talk, Movie gossip, Devotional in morning
28
time from 5 am to 7 am
Railway Enquiry Optional Airtel Customers can dial 139 for Railway Enquiry. The
following information is available: 1. PNR Status 2.
Arrival/ Departure of Trains (Train Schedule) 3.
Reservation Availability 4. Fare Enquiry
Rs 62 SMS Pack Optional Get 3000 Local + National SMS free. Validity 4 weeks
Rs.12 New SMS Optional Get 120 Local+National SMS Free. Validity 10 Days or
Pack Dial *777*12# to activate SMS pack from the comfort of
your home.
Rs.24 SMS Pack Optional Get 1000 Local+National SMS. Validity 10 Days or Dial
*777*24# to activate SMS pack from the comfort of your
home.
Rs36 SMS Pack Optional Rs36 SMS Pack - 500 Local+National SMS Free.
Validity 4 Weeks
SIM Replacement Optional In event of a damage or loss of your SIM, we provide

you with a replacement to ensure your immediate
accessibility needs are met.
SMS Blackout Days On Festival/ Customary Days (Blackout Days)applicable for
Usage the Calendar Year 2012 are
Day 1- 1st January 2012
Day 2- Holi
Day 3- A Day Before Diwali (Chhoti Diwali)
Day 4- Diwali Day
Day 5- 31st December 2012.
SMS Tariff on Blackout Days:
29
Local: Rs.1/SMS
National: Rs.1.5/SMS
Safe Custody Optional Retain your mobile number for a maximum of 3 months
when you are not using it.
Speak English On Learn Spoken English anytime and anywhere at your

Usage convenience. A unique situation based approach
specially customized to the Indian context.
T-20 Cricket Pack Optional Now customers can enjoy T-20 Cricket Scores and
Commentary by subscribing to cricket pack.
Text Based Optional News Pack:

Subscription
Services News Alerts, 3 alerts and Breaking News (as & when
happens) per day to subscriber. News alerts to cover
following sub-categories:
Domestic Affairs
Sports
Finance
Page 3 & Entertainment
International
User to send Sub/Unsub News to 58888.
Humor pack
In-house repository of bone-tickling Humor. Subscriber

served under following sub-categories:
Jokes
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Funny Shayari
Poor Jokes
Practical Jokes
User to send Sub/Unsub Humor to 58888
Bollywood Pack
Latest Bollywood News & Gossips. Subscriber served

under following sub-categories:
Trivia
Movie Review
Bollywood News
Bollywood Gossip
User to send Sub/ Unsub Zoom to 58888.
Subscription charges for each pack is Rs.7 for 7 days.
Total Cost Control

You can control your Airtel Prepaid like never before. No more rentals or deposits –
simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals .You can now enjoy a pre-activated
STD/ISD on your Airtel Prepaid. No more paying deposits or having a minimum balance
in your account to make an STD/ISD call. Hassle-free calls are here to stay.
Strong Network Coverage
Enjoy complete clarity when calling with Airtel’s world-class technology and
unbreakable network coverage that spans over 23 circles across the country.
Instant Balance and Validity Enquiry.
31
Your account balance is updated on the screen of your handset at the end of each
chargeable call. You can also call 123 from your mobile phone and listen to the voice
announcement or simply dial *123#, press 'OK' or 'YES' button and your account balance
will be displayed on the screen of your handset.
Recharge your Airtel Prepaid
Recharging is Easy. The calling value on your card keeps reducing as you make calls or
use any other chargeable service.
Choose the Airtel Prepaid Recharge Coupon that’s right for you, from a variety of tailor–
made recharge coupons with different denominations, which are available at a number of
outlets across your city. Simply follow the procedure mentioned below, to recharge your
phone.
Prepaid Roaming
Airtel Prepaid comes preactivated with 'National Roaming', so you stay connected no
matter wherever you are. You can also send or receive MMS, check your email and
access other GPRS services while roaming in India as you would in your own city.
While traveling abroad you can receive calls & send or receive SMS.
Other Services
Airtel brings you, a wide range of Services that will change the way you communicate.
Try them and discover a whole new world of fun and excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification
Presentation – all with your Airtel prepaid connection.
Voice Mail
When your handset is switched off, or you’re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that there's no
extra monthly cost for setting up Voicemail - you just pay for the phone call when you
use the service.
SMS (Short Messaging Service)
32
Send messages quickly and easily using text, if it's too noisy to talk or you don't have
much time. It's the way to share those interesting one-liners, important reminders and rib-
tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone
with Subscription Services. SMS to 3333 for News, for
Jokes, for Business News, for Sports Alerts & for Vaastu tips.
MMS (Multi-media Messaging Service)
Jazz up your messages with pictures, images and video clippings, with MMS from Airtel!
To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.
Airtel Live!
Make your mobile the most happening entertainment destination with Airtel Live! Airtel
brings you the latest in entertainment and information services, right on your phone!
Airtel Live! WAP Services
Download the latest ring tones, games, wallpapers, videos and much more. You can also
get news clips, watch live TV and download full songs on you phone.
To get Airtel Live! settings on your phone, SMS 'Live' to 56465 and save the settings that
you receive as your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.
Airtel Live! Voice Services
Just Dial 56465, and name the service. For e.g. say ring tones to download your favorite
ring tones. You can also choose a variety of content options like Live
Cricket Commentary, latest National / International News, Movie Reviews or Stock
Market Updates.
Airtel Live! SIM Services

Access loads of fun content and exciting services like cricket, stocks, on your phone at
the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu.
33
To download new services on your Airtel SIM, choose the "What's new" option under the
"Airtel services" menu.
Airtel Live! SMS Services
You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose
Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones.
In case you need assistance SMS, Help to 56465.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you
can make them groove to the hottest new tracks burning up the music charts with Hello
Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals
categories that are updated regularly. What's more you can directly call the number for
your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This
would directly take you to your favorite artist's Hello Tunes listing.
Copy a Hello Tune

Get the tune you want, all you have to do is call 55055 and follow the simple voice
instructions to copy your favorite Hello Tunes. Once inside the copy feature, just key in
the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the
same Hello Tune assigned to your number.
Gift a Hello Tune
Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a
Hello Tune to that special someone. Just call 55055 and choose the song that you want to
gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number
that you want to gift the Hello Tune to. You will get an SMS notification upon successful
receipt of that gift.
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with
talk time. Simply walk into your nearest Airtel Shop and walk out with your favorite
song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba,
Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000
songs.
34
Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in
the country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com.
*In case of email, mention your mobile no. like, 9810012345, in the subject of the mail
for a quicker response.
Airtel Postpaid
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through
words but ideas, emotions and feelings. To give you the unlimited freedom to reach out to
your special people in your special way.
Easy Billing
Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My Airtel’ section
and view your monthly bill with call details for last three months. Sort your calls between
personal and official or analyze your usage, at the click of a button. To change your tariff
plan call our IVR at 121 and leave a request. Easy Payment Options. Anytime
Anywhere .You can choose from a host of convenient payment options only with Airtel.
Walk into any Airtel relationship centre and make your payments by cash or credit card.
35
Drop a cheque at any of the drop boxes for making payments or simply log on to My
Airtel section and pay instantly through your credit card. You can also opt for easy
payment options like:
Standing Instructions
You can give us standing instructions to debit your credit card account for your monthly
Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax it to us
or drop it any of our relationship centres.
Electronic Clearing System
Fill an ECS form and mail, fax it to us or drop it any of our relationship centres to
directly debit your bank account for your monthly Airtel bill.
Pay while roaming
Airtel has introduced 'Anywhere payment' that offers you the convenience of making
payments while you roam. Walk in to any Airtel Relationship Centre in the country, make
payments by cash or credit card and enjoy uninterrupted Airtel Services.
Credit limit
Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile
charges in control, keeps track of your usage and ensures that your mobile phone is not
misused. Should you exceed your credit limit, you will be informed via a voice or a non-
voice message to make an interim payment and reduce your account balance below your
credit limit. You may also choose to pay us an additional refundable deposit to enhance
your credit limit or opt for our convenient payment method of Credit Card Standing
instruction .You can also make use of ECS facility.
36
Strong Network Coverage
Enjoy complete clarity when calling with Airtel .It offers you world class technology and
unbreakable network coverage that spans over 23 circles across the country.
Long Distance Calling Facility
Call long distance calls in India and Overseas with STD / ISD facility on your Airtel
phone.
Widest Roaming - National and International Airtel's roaming service allows you to stay
connected and use your mobile phone to make or receive calls from almost anywhere in
India and also over 160 countries, abroad.
GPRS - Roaming
Use Airtel Postpaid GPRS services, while roaming, to access the internet and office mails
(eg. BlackBerry services), from almost anywhere in India and abroad.
Say it. In more than just words, with Services from Airtel.
Airtel brings you a wide range of Services that will change the way you communicate.
Try them and discover a whole new world of fun and excitement.
Call management Services

Call waiting, call hold, call divert and Caller Line Identification ,Presentation, help you
do more with your Airtel Postpaid connection.
Conference call
You can hold a teleconference with 5 people simultaneously with Call Conferencing
service from Airtel. In fact, you can set up a conference even when the other five are
using a landline phone. To know more, call customer service at 121.
Missed call alert
A missed call alert is a SMS that you will receive for all the calls that you missed. The
SMS will detail the CLI and the time when the call was made. To activate, dial *135*2#
then press the call button and wait for the request to be completed.
Voice Mail
When your handset is switched off, or you’re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that there's no
37
extra monthly cost for setting up Voicemail - you just pay for the phone call when you
use the service.
38
SMS (Short Messaging Service)
Send messages quickly and easily, using text, if it's too noisy to talk or you don't have
much time. It's the way to Share those interesting one-liners, important reminders and rib-
tickling jokes, with anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone
with Subscription Services. SMS for News, for Jokes,
 for Business News, for Sports Alerts & for
Vaastu tips to 3333.
MMS (Multi-media Messaging Service)
Jazz up your messages with pictures, images and video clippings, with MMS from Airtel!
To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.
Airtel Live!
Make your mobile the most happening entertainment destination with Airtel Live! Airtel
brings you the latest in entertainment and information services, right on your phone.
Airtel Live! WAP Services

Download the latest ringtones, games, wallpapers, videos and much more. You can also
get news clips, watch live TV and download full songs on you phone!
To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings that
you receive as your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.
Airtel Live! Voice Services
Just Dial 56465 and say the name of the service. For e.g. say ‘Ring tones’ to download
your favourite ring tones. You can also choose a variety of content options like Live
Cricket Commentary, latest National / International News, Movie Reviews or Stock
Market Updates.
Airtel Live! SIM Services
Access loads of fun content and exciting services like cricket, stocks, on your phone at
the touch of a few buttons with Airtel Live! SIM based Services on your SIM card menu.
39
To download new services on your Airtel SIM, choose the "What's new" option under the
"Airtel services" menu.
Airtel Live! SMS Services
You can enjoy a host of services by sending a keyword as an SMS to 56465 ! Choose
Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones.
In case you need assistance SMS ‘Help’ to 56465.
GPRS (General Packet Radio Services)
Log on to the internet, with GPRS that allows data transmission at a higher speed. Access
e-mails and internet across Airtel's pan-India presence using 'Mobile Office' with your
phone or a phone and laptop both.
Get the EDGE
Browse the internet on your mobile phone with Airtel's EDGE services. Enjoy live TV,
enhanced WAP experience and Airtel Data Cards on our high speed network.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you
can make them groove to the hottest new tracks burning up the music charts with Hello
Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals
categories that are updated regularly. What's more, you can directly call the number for
your kind of music, e.g. call 678005 for ‘English New’ and 678001 for ‘Hindi New’. This
would directly take you to your favourite artist's Hello Tunes listing.
Copy a Hello Tunes
Like a tune you want, all you have to do is call 55055 and follow the simple voice
instructions to copy your favourite Hello Tunes. Once inside the copy feature, just key in
the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the
same Hello Tune assigned to your number.
Gift a Hello Tunes
Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a
Hello Tune to that special someone. Just call 55055 and choose the song that you want to
gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number
that you want to gift the Hello Tune to. You will get an SMS notification upon successful
receipt of that gift.
40
Buy Music - Airtel Music Shops
Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with
talktime. Simply walk into your nearest Airtel Shop and walk out with your favourite
song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba,
Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000
songs.
Reach us, Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in
the country, even while roaming. *In case of email, mention your mobile no. like
9810012345 in the subject of the mail for a quicker response. TARIFF
41
STRUCTURE
Prepaid Tariffs
Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at
over retail outlets including 24-hour outlets. Airtel Prepaid Ready Cellular Card and
Recharge Cards are available, all over the city at over retail outlets including 24 hour
outlets.
Airtel Prepaid Regular
449 SUK
Pulse Rate 60 sec
Price of Pack (Rs.) Rs.449
Free Airtime on Pack (Rs.) Nil
Incoming Calls (Rs.) Free while in home network
Airtel GSM / CDMA
(10 Digit)
Landline / WLL
LOCAL RATES (Rs./min) Rs.1.20 Rs.2.00 Rs.2.40
STD RATES (Rs./min) Rs.2.75 Rs.2.75 Rs.2.75
ISD (Rs./min)USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, New Zealand.
Rs.6.40
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world
Rs.9.20
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands,
Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
Rs.40.00
SMS (Rs.)
Local Rs.1.20
National Rs.2.00
International Rs.5.00
Other Details
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*Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months
* First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1 st week
of every month)
*The SMS charge as applicable is per 160 characters
* Validity- 24 months.
43
POSTPAID
Airtel Postpaid allows you to choose from a variety of affordable talk plans, convenient
payment options and host of rich features. So get set to enjoy a world of limitless
possibilities!
Reference Tarif Packages (RTP)
ON TIME CHARGES
Activation Charges Rs. 250
Membership Fee Rs. 250
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 524
Bill plan Charge Rs. 444
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 99
Airtel GSM / CDMA (10 Digit)
Landline / WLL
Local Rates Rs. 1.99 Rs 1.99 Rs 1.99
STD RATES
50 – 200 Km
200 – 500 Km
500 + Km
ISD USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new Zealand
Rs. 7.20
Gulf, Europe (Mobile), SAARC Countries, Africa & Rest of the world
Rs 9.99
Cuba, Sao tome & Principle, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands,
Vanuatu,
Rs. 40.00
Cook Island, Tuvalu, Tokelau, Norfolk Island, Sakhalin
44
SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
Airtel One Standard 150
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24 months)
Security Deposit NA
Bill Plan Charge Rs. 50
Clip NA
Clip Rs. 50
Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau,
Norfolk Island, Sakhalin
SMS
Local Rs 1.00
National Rs 2.00
Intentional Rs. 5.00
VAS Rs. 3.00
 This Bill Plan is also available under Advance Rental of Rs. 799 for 2 years.
 Local Pack
 Airtel to other local mobiles (non Airtel) At Rs 1 / min
 Monthly rental Rs 25 per months/-
 STD Pack
 Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
 Monthly rental Rs 75 per month/-
45
 Special offer for Airtel Telephone service customers for availing Airtel Mobile
services.
 If you already have Airtel Telephone service, you can buy a new Airtel Mobile
connection under Airtel One Standard 150 Plan.
Benefits:
 Non security deposit.
 No membership / activation fee
 Enjoy calls to your Airtel fixed line no. at just 50 P / min.
 Monthly rent of Rs 25 for reduced call rates to your Airtel fixed line has been
waived off for 1 year.
For details, call us 516-12345
Advance Rental benefits (1year scheme)
Pay an advance rent of Rs 499 and enjoy Airtel One Standard
150 plan at Zero monthly rental for one year.
Advance rental of Rs 499 gives you a rental discount of Rs 150 every month for the next
2 months. All other options and charges are as per the existing Airtel One Standard 150
Plan. Airtel one Standard 299
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs 299
Clip NA
Clip Rs. 50
Airtel GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES Re. 1.00 Rs. 1.00 Rs. 1.00
STD RATES
46
50-200Km Rs. 2.00 Rs. 2.40 Rs. 2.40
200 – 500 Km Rs. 2.00 Rs. 2.40 Rs. 2.40
500 + Km Rs. 2.00 Rs. 2.40 Rs. 2.40
ISD
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new Zealand
Rs. 7.20
Gulf, Europe (Mobile), SAARC Countries, Africa & Rest of the world
Rs 9.99
Cuba, Sao tome & Principle, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands,
Vanuatu, Cook Island, Tuvalu, Tokelau, Norfolk Island, Sakhalin
Rs. 40.00
SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
You also enjoy 25 FREE local mobile to mobile SMS
Senior Citizen Plan
ONE TIME CHARGES
Activation Charges Rs. 250
Membership Fee Rs. 250 (Concerts into security deposit after 24 months)
Security Deposit NA
Clip NA
Cuba, Sao Tome & Principle, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands,
Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
SMS
Local Rs. 1.50
47
MARKET SITUATION
At the time of launch; The first mover in the market was Airtel which launched its
services in Delhi in Aug 1995 (Informal launch). Essar Cellphone followed by launching
its services informally in Oct 95. At this point of time, the market was at a nascent stage,
awareness level was low and both operators independently tried to spread awareness and
educate the people. Once the networks were commercially launched, it became a number
game with a multitude of schemes being offered to woo customers. Initially the cellphone
was perceived as a status symbol and utility took a back seat. The target segment in Delhi
were corporate and the high income group. The average capacity installed was for 1.5
lakh subscribers. This coupled with the steep license fee paid to DOT put pressure on the
operators to break-even by rapidly expanding their markets. In the first two years, this
led to a number of schemes being offered and prices crashing.
48
COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking up the bulk of
the high usage premium clients. This is a very competitive industry with the two
companies differentiating either on value-added services or price. Airtel is perceived as
the high quality provider and has a premium image. Essar, on the other hand, is perceived
as the lower end service provider. Airtel positions itself as the market leader on the basis
of the number of subscribers. Essar is trying to counter this by emphasizing on the reach
of its network and the quality of its service. However, Essar is somewhat not been very
successful largely due to the inconsistency in advertising.
To promote themselves, both the players have been dependent on tactical advertising
However, they have restrained from using comparative advertising Hoardings have been
a very popular medium for carrying the advertisements Airtel has also been advertising
on television using the Bharti Telecom name.
49
DEPARTMENT AND STRATEGY PLANNERS
A. Major Accounts (Direct Channel)

• Handles corporate (named and famed) accounts
• Forecasting of sales
• Mapping the accounts
• Providing after sales support to the subscribers.
• Maintaining call reports for records.
• Providing Feedback to the marketing department regarding
the requirement of the market.
B. IDC (indirect Channel)
50
• Handling distribution
• Maintaining records and level check of the channel partner
• Liaising between the channel partner and the company.
• Target achievement
• Training the executives of the channel
C. Distribution Support
1. Logistics
• Monitor handset and SIM card requirements of channel partners and co-ordinate with
stores
• Settle areas of concerns such as incentive claims of channel partners
2. Rental
• Provide cellular services (SIM cards) on rent.
• Provide cellular phones on rent
• Useful for people visiting Delhi for a short interval.
3. Telesales
• Call customers and generate sales lead.
• Follow up with the customers, if they need any assistance
• Pass on the sales lead to the channel department.
4. Audit
• Consultant to the AirTel showrooms.
• Monitor the operations at the AirTel distribution outlets Organize training.
5. Retail
• Locate shops to open retail counters.
• Monitor the retail counters.
51
MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the target consumer group,

minimization of risk exposure, better ability to fine-tune a product / service to the
requirement of target buyer and the resultant ease in designing a proper designing
marketing mix strategy In this case segmentation is on the bade of income.
In evaluating different market segments the company looks at two factors. The overall
attractiveness of the segments and the company's objectives & resources. The present
market for Cellular phones, pagers and conventional phones is as follows:
 Premium Middle Economy
 Upper Lower Upper
 Lower Upper Lower
Cellular Phones
52
TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class. The rationale behind it is that
only those segments should be targeted who value time and have the paying capacity. It
is also planning to target the business tourists during their stay in the capital.
About 60% of the clientele are top executives of corporate houses. About 15% are
foreign organizations and the rest are professionals and small businessmen. During the
introduction stage there was intense pressure to get consumers across to hook up with
their brand, because getting them to switch brand loyalty later would be hard
So far Airtel marketers have been concentrating totally on the business executive class
but now that the basic viable volumes has been built up and prices have declined to a
certain extent they are planning to venture further afield.
POSITIONING
The product is sought to be positioned as a business efficiency tool. A lifestyle revolution
and a status symbol. The emphasis is to remove misconception that the cellphone is an
expensive means of communication and drive home the point that the cellphone is
actually a day-to-day utility.
53
PRODUCT POLICY AND PLANNING
The product or service is the heart of the marketing mix. Without a product or a service
customers' needs cannot be satisfied.
The basic product promise by Airtel is mobility. Airtel's main marketing strategy is to be
a first mover all the time. It has recognized the significance of making the first move-
because in the field of Communication & Information Technology changes occur at a
tremendous pace. Effective product segmentation has to be carried on continuously
because basic services can be and will be copied and in time become expected component
of the product. Airtel seeks to carry out this segmentation through provision of new
information services and making new facilities available. The product policy and
planning depends on the stage of the product life cycle. At present the cellular phone
market has reached the maturity stage. Since, the premium segment is nearing saturation
the company targeting the upper middle and middle-middle class. In order to do so Airtel
is trying to optimize the price performance package by offering suitable "product
bundling".
This involves the selection of the suitable hardware (handset) and its software (its
services.) with reasonable price in order to deliver maximum price performance to its
customers. In addition, it offers free Airtime services and other concessions to make the
54
prices and thus the product more attractive. It has also opened a 24 hours customer
service.
Only price doesn't serve as an effective differentiator, value added services become the
effective differentiator.
The "Value Added Services" provided from Airtel are:-
1. Voice Mail service
This system is similar to the answering machine - if the user is not able to answer a call
for some reason the caller can leave messages in the voice mail box which can be later
retrieved by the user.
2. Short Message Service
The short message service is like a two-way pager. It gives an option of sending and
receiving text messages directly from one mobile phone to another without the
intervention of an operator.
3. Mobile Fax 1 Data Service
This service helps the subscriber to send and receive Faxes, access E-mail, download
computer files from other systems and remotely log on to another computer and surf the
Internet.
4. Cash Card
The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time
in advance. All it requires is the payment of an initial amount. This is a useful service
for people who travel to Delhi often and those who want to control the expenses on their
calls.
5. Caller ID
Displays calling person's number.
6. Outgoing call restriction
To prevent or limit outgoing calls, for example, in peak hours. Also possible to exclude
one or several countries, or any geographical region, to permit only local calls, or to limit
the outgoing calls to a listed number.
7. Call forward
Incoming calls can be forwarded to another fixed or mobile phone.
55
Besides these some other services provided by Airtel are - Call conferencing, Call
Broadcast centre. It is in the operators -Interest that they not only get many subscribers
but also get them to use the mobile facility frequently. In the early stages getting
Roaming Facility
Roaming facility is available while the subscriber is travelling.
The billing is done in the home network (Delhi). Roaming facility is available manually*
as well as semi-automatically. Once a subscriber is In any other city or country, where a
GSM network is available, simply insert the SIM card of the local operator. Into your
handset and start talking.
* Manual Roaming means a separate SIM card is provided for each city
** Semi-automatic roaming means one card has the facility for different cities.
AIRTEL'S MARKETING ORIENTATION.

Since this is a high-involvement expensive product, the service provider has to fully take
care of the customers.
a) They take personal responsibility to "get" the answer for any problem faced by the
customer.
b) They anticipate customers' problems and take pro-active steps to prevent them
c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with customers.
e) They end the interaction on a positive or a humorous note-making the last 30 seconds
count.Airtel realizes that attracting people 'Is easy but converting them into loyal
customers is hard, hence emphasis is on maintaining a 'Smiling and a Friendly
Atmosphere' to please and retain the customer.
PRICE AND PRICING POLICY
AIRTEL has realized that the Indian market is price sensitive. Therefore it care of the has
come up with various innovative tariff schemes to take needs of different category of
customers. Generally, the cellular services are more expensive than the land line based
telephone services. This is due to the reason that the operating companies are required to
pay a fee to the government for using airtime.
56
MARKETING STRATEGY ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service, Airtel.
Besides print advertising, the company had put up large no of hoardings and kiosks in
and around Delhi.
The objective behind designing a promotion campaign for the ‘Airtel’ services is to
promote the brand awareness and to build brand preferences.
It is trying to set up a thematic campaign to build stronger brand equity for Airtel. Since
the cellular phone category itself is too restricted, also the fact that a Cellular phone is a
high involvement product, price doesn't qualify as an effective differentiator. The image
of the service provider counts a great deal. Given the Cell phone category, it is the
network efficiency and the quality of service that becomes important. What now the
buyer is looking at is to get the optimum price-performance package. This also serves as
an effective differentiator Brand awareness is spread through the' campaigns and brand
preference through brand stature. Airtel's campaign in the capital began with a series of
'teaser' hoardings across the city,' bearing just the company's name and without
explaining what Airtel was. In the next phase the campaign associated Airtel with
Cellular only thereafter was the Bharti Cellular connection brought up. Vans with Airtel
logos roamed the city, handing out brochures about the company and its services to all
consumers.
About 50,000 direct callers were sent out. When the name was well entrenched in the
Delhiites’s mind, the Airtel campaign began to focus on the utility of Cellphone. In the
first four months alone Airtel's advertisement spends exceeded Rs. 4 crores.
As of today the awareness level is 60% unaided. This implies that if potential or
knowledgeable consumers are asked to name a Cellular phone service provider that is on
the top of his/her mind 60% of them would name Airtel. As for aided it -is 100%
(by giving clues and hints etc.).Brand strength of a product or the health of a brand is
measured by the percentage score of the brand on the above aided and the unaided tests.
The figures show that Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with due
regard to its competitor. Airtel’s campaign strategy is designed keeping in mind its
57
marketing strategy. The tone, tenor and the stance of the visual ads are designed to
convey the image of a market leader in terms of its market share. It tries to portray the
image of being a "first mover every time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the maturity stage in
India. It is still on the rising part of the product life cycle curve in the maturity stage.
The diagram on the left hand side shows the percentage of the users classified into heavy,
medium and low categories. The right hand side shows the revenue share earned from
the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its heavy users
the most and constantly indulges in service innovation. But, since heavy users comprise
only 15 - 20% of the population the other segment cannot be neglected.
The population which has just realized the importance of cellular phones has to be roped
in. It is for this reason that the service provider offers a plethora of incentives and
discounts. Concerts like the "Freedom concert" are being organized by Airtel in order to
promote sales. The media channel is chosen with economy in mind. The target segment
is not very concrete but, there is an attempt to focus on those who can afford. The print
advertisements and hoarding are placed in those strategic areas which most likely to catch
the attention of those who need a cellular phone. The product promise (which might cost
different 1 higher) is an important variable in determining the target audience.
Besides this, other promotional strategies that Airtel has adopted are.
(i) People who have booked Airtel services have been treated to exclusive premiers of
blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on
the German airlines’ frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre-launch
advertisements, launch advertisements, congratulatory advertisements, promotional
advertisements, attacking advertisements and tactical advertisements.
58
DISTRIBUTION
The company whose operations are concentrated in and around Delhi. It 27 Franchisees
and 15 Distributors- They also have 8 'instant access cash card counters- Each franchises
or distributor can have any number of dealers under him as long as the person is approved
by the Airtel authority. Each franchises has to invest Rupees Ten Lakhs. to obtain a
franchise and should employ an officer recruited by Airtel. This person acts as an liaison
between the company and the franchises. The franchises can it any number of dealers as
long as their territories do not overlap. But unfortunately Airtel has not been very
successful in controlling territorial overlaps of dealers. The franchises can carry out
his/her own promotional strategy. For this the company contributes
Company;
 Franchisee Distributor
 Dealers
 Dealer
 Customer
Customer 75% of the money and the franchises contributes 25% of the money. The
dealers under the franchisee receive the same commission. The franchises and the dealer
obtain the feedback from the customers and they are sent through the liaison officer on a
day-to-day basis to Airtel. The dealer has to invest Rupees. One Lakh as an initial
investment. The dealer of Airtel are not allowed to provide any other operators' service.
Target set for distributors and the dealers is 100 -150 activations per month. Hence the
dealers can also go for their own promotions like banners and discounts on festivals etc.
The dealer provides service promptly. The consumer on providing the bill of purchase
for the handset and proof of residence has only to wait an hour before getting connected.
The staff of the dealers and the franchisees are provided training by the Airtel personnel.
The complaints encountered by the franchisees and dealers are:
Either handset being non-functional or the SIM Card not getting activated. Anything
more complicated is referred to the main Airtel office in Delhi.
59
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be in
touch, always, but also gets a host of benefits that let him/her manage his/her time like
never before.
An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) - that
is the key to operating his/her cellular phone. His card activates Airtel cellular services
and contains a complete micro-computer chip with memory to enable one to enjoy one's
cellular phone thoroughly. Each SIM card contains a PIN code (Personal Identity
Number) which may be entered by one. Just plug your SIM card into your cellular
phone, enter the PIN code and it becomes 'your' personal phone'.
PRODUCT LIFE CYCLE
The pattern of cellphone subscriber growth observed elsewhere in the world reveals that
the growth in the market is initially slow followed by a sharp acceleration, but so far that
has not happened in India. As far as the Product Life Cycle is concerned.
Indians are at the beginning of the maturity stage.
60
PROMOTIONAL STRATEGY
Airtel to “Touch Tomorrow” with a new brand vision.
The Bharti Mobile promoted Airtel cellular service will go in for repositioning of its
brand image. The new brand ethos is portrayed in two distinct fashions - the tag line
"Touch Tomorrow", which underscores the leading theme for the new brand vision,
followed by "The Good Life", which underscores a more caring, more customer centric
organization. Aimed at re-engineering its image as just simply a cellular service provider
to an all out information communications services provider, Touch Tomorrow is meant to
embrace the new generation of mobile communication services and the changing scope of
customer needs and aspirations that come along with it.
The new communication is about a new dimension in the cellular category that goes
beyond the Internet, SMS, roaming, IVRS, etc. but which engulfs the whole gamut of
wireless digital broadband services that will constitute tomorrows cellular services. The
new campaign is in two phases - the first of which will communicate overall brand
philosophy and the second products and services.
61
According to Mr. Jagdish Kini, Chief Operating Officer, Bharti Mobile Limited,
Karnataka "We are adopting a new brand- platform - Touch Tomorrow - not only to
reflect our corporate ethos but also business strategy".
The new identity will have the logo in Red, Black and White colours along with lower
case typography to convey warmth.
Airtel will incorporate the latest branding in all of its communication and will soon be
going in for an enhanced promotional drive to establish the brand's presence.
LIFE TIME PLAN
PRE-PAID card users need not worry anymore about recharging their coupons every
month. Company has launched a plan that allows users to take a pre-paid connection with
lifetime validity for a onetime payment of Rs. 999. Subscribers availing themselves of
this scheme will also get full talk time for the recharge coupon they purchase and also
have the option to buy Taiwanese manufactured Bird mobile handsets for as low as Rs.
1,399.
The move is aimed at stopping the churn in the pre-paid subscriber base. Once a
subscriber takes this plan, he will always be an Airtel subscriber whether the mobile is
being used or not.
62
OBJECTIVES OF THE STUDY
Objectives:
 To study the importance and development of tele-communication industry in

today’s scenario.
 To understand the various Marketing Strategies which Airtel has adopted to
survive in highly competitive cell phone industry.
 To make a comparative study of the major players in Indian Service Provider.
63
RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature since there is no
hypothesis that has to be tested. The conclusions have been drawn by exploratory
research work.
There have been two sources of information collected:
a) Primary Sources
I have met retailers of the Airtel of the company and have been able to get first hand
information regarding the product, its features and the buying patterns of the product.
Their input has been valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good amount of data has
been collected from various published articles and reports found in magazines and
journals. Another vital source has been the Internet and particularly the companies own
website.
64
DATA ANALYSIS
1. Do you believe that India is potentially one of the most exciting mobile
serviceproviders in the world?
Company Yes No
Airtel 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1
4
3.5
3
2.5
YES
2 NO
1.5
1
0.5
0
Airtel Vodafone Idea MTNL
As according to the above table 16 (80%) out of the total 20 interviewed people in all the
above four specified Indian mobile service providers are of belief that India is potentially
one of the most exciting mobile service providers in the world, whereas
some 4 (20%) of them do not agree to this view.
2. Do you find that the government’s telecom policy has had the most radical impact
on the development of mobile service providers?
Company Yes No
65
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 0
5
4.5
4
3.5
3 Yes
2.5 No
2
1.5
1
0.5
0
above four specified Indian mobile service providers find that the government’s telecom
policy has had the most radical impact on the development of mobile service providers,
whereas some 5 (25%) of them deny this.
3. Do you believe that one of the challenges facing mobile operators in India is the
diversity of the coverage regions?
Company Yes No
Airtel 2 3
Vodafone 3 2
66
Idea 3 2
MTNL 2 3
2.5
1.5 Yes
No
1
0.5
0
Airtel vodafone Idea MTNL
As according to the above table 10 (50%) out of the total 20 interviewed people in the
mobile service providers are of belief that one of the challenges facing mobile operations
in India is the diversify of the coverage regions, whereas interestingly another 10 (50%)
of them deny this.
4. To what extent, does you find that mobile service providers have kept their
standard?
Company To some Extent(1-5) To Great Extent(6-10)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2
67
3
2.5
2
To some extent
1.5 To great extent
0.5
0
above four major the mobile service providers in Indian Cellular industry find only to
some extent that GSM is a very complex standard, whereas the another 10 (50%)
respondents find to great extent that mobile service providers is a very complex standard.
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5
68
9
5 YES
No
4
0
As the above shows 30 (75%) out of total 40 respondents are of

the belief that mobile service providers comes close to fulfilling
the requirements for a personal communication system, whereas
10 (25%) of them are in no way to this belief.
2. Do you find that mobile service providers as the most exciting and satisfying
mobile standard?
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2
69
9
8
7
6
YES
5
NO
4
3
2
1
0
As the above shows 32 (80%) out of total 40 respondents find that mobile service
providers as the most exciting and satisfying mobile standard, whereas the remaining 8
(10%) respondents deny this.
70
3. Do you believe that your service provider has a genuine commitment to creating a
modern and efficient communications?
Company Yes No
Airtel 10 0
Vodafone 8 2
Idea 10 0
MTNL 8 2
10
9
8
7
6
5
4
3
No
2
1
0 Yes
As the above shows 36 (90%) out of total 40 respondents are of the belief that their
service providers have a genuine commitment to creating a modern and efficient
communications whereas the remaining 4 (10%) respondents deny this.
SUGGESTIONS AND RECOMMENDATION
71
SUGGESTIONS
Following are the few suggestions to AIRTEL for improving the market share and image
of the products concerned.
1. PRODUCT
* Modification must be brought about in AIRTEL, in terms of quality. Its demand should
be increased.
2. PLACE
* The brands must be made available easily in, PCO & general stores.
3. PROMOTION
* Company must undertake extensive promotional activities like advertisements must be
released in different Medias to create brand awareness.
* Free samples should be distributed among the prospects. Sales promotion tools like
gifts, contests and coupons must be given to retailers as well as customers and prospects.
* Catalogues should be distributed among customers.
RECOMMENDATION
72
I have made following recommendation to the company after doing the summer training
there:
1-The company should modify its credit policy as they only target the cash paying
customers who are not easy to trace.
2-The company should emphasis more on the quality of Pharmaceuticals Product it was
mostly claimed by the exporters that their receipts from company doesn't matches with
the sample's quality shown before giving orders.
3-The company should make its marketing strategy flexible enough in order to face
competition.
4-The company should keep an eye on the proper delivery of the goods to exporters on
time, as it has been recommended by exporters to make the delivery on time.
5-The company rate policy must be flexible enough to catch new customers because if
company offers lower price to a new customer then he may continue buy the goods and
can be a permanent customer for the company.
6-The company should offer such a rate in the market so that it may able to catch a bigger
market share and it should be able to compete with the local traders and commission
agents while having a brand name.
7-The company should make up the bill distribution network strong enough to match up
the customer requirement.
a. Company may use courier services for distribution of bills.
b. Company may also use the newspaper distribution.
8-Schemes and plans provided by the company should be attractive enough to have the
kind attention of the customers & strong enough to meet the competitive environment.
9-Customer must be given chance to plan product for the company.
10-There must be uniformity in the information provided to the customer franchise and
customer care executive online to avoid communication gap.
11-Airtel sites must be promoted among the customer for more use.
CONCLUSION
73
From above the details I conclude that 70% Airtel users preferred to remain with Airtel.
Also good no. of users who were willing to switch from their respective subscribers
showed interest in Airtel. Hence, these statistics imply a bright future for the company.
Also the company is now providing more services like the door to door services which is
you dial the Airtel customer care and would like to send someone flowers the Airtel
company delivers those flowers to the person concerned. Also Airtel is providing free text
messaging service and free voice mail service. Call conferencing is also another feature
Airtel provides. Airtel is also facing few threats because of the increased foreign
investment in the country. Also there is a movement of GPS to WLL due to existence of
global trends. But this study suffers from certain limitations also. Time constraint and
unavailability of respondents were the biggest limitation involved in this study.
74
LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result but as nothing
in this world is 100% perfect.
I believe that there will still the chances for error on account of following limitations-
 Respondent’s unavailability.
 Time pressure and fatigue on the part of respondents and interviewer.
 Courtesy bias.
 The span for the study was short.
 Information gathering from the superiors was difficult due to busy schedule.
 During the study on many occasions the respondent groups gave us a cold
shoulder.
 The respondents from whom primary data was gathered any times displayed
complete ignorance about the complete branded range, which was being studied.
 Lack of time is the basic limitation in the project.
 Some retailer/whole sellers refuse to cooperate with the queries.
 Some retailer/whole sellers gave biased or incomplete information regarding the
study.
 Money played a vital factor in the whole project duration.
 Lack of proper information and experience due to short period of time.
 Some retailers did not answer all the questions or did not have time to answer.
 At times customers are not ready to listen to the information given to them
because they are too angry with the whole processing system. So didn't respond.
Distribution strategies of Airtel are not up to the mark.
BIBLIOGRAPHY
75
 Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System.
In EUROCON 88, June 2005.
 Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal
Communication Services. IEEE Personal Communications. 1(1), 1994.
 Moe Rahnema. Overview of the GSM System and Protocol Architecture. IEEE
Communications Magazine. April 1993.
 C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario,
editors, Cellular Radio Systems, Artech House, Boston, 1993.
 Robert G. Winch. Telecommunication Transmission Systems. McGrawHill New
York, 1993.
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
76
1. Do you believe that India is potentially one of the most exciting mobile service
providers in the world?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
2. Do you find that the government’s telecom policy had the most radical impact on
the development of mobile service providers?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
3. Do you believe that one of the challenges facing mobile operators in India is the
diversity of the coverage regions?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
4. To what extent, does you find that mobile service providers have kept their
standard?
Company To some extent(1-5) To great extent(6-10)
 Airtel
 Vodafone
 Idea
77
 MTNL
78
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
2. Do you find that mobile service providers as the most exciting and satisfying
mobile standard?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
3. Do you believe that your service provider has a genuine commitment to creating a
modern and efficient communications?
Company Yes No
 Airtel
 Vodafone
 Idea
 MTNL
79

Telecommunication Market in India

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Telecommunication Market in India

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INTRODUCTION

TELECOMMUNICATION MARKET IN INDIA

GSM MARKET IN INDIA

1) Bharti Airtel 88382758 33.04%

Airtel (Bharti Airtel Ltd.)

Bharti Airtel Ltd.

MISSION AND PROMISE

Disclosure and transparency:

Astrology Optional A comprehensive Astrology portal which will include

Once subscribed the customer will receive a daily alert

Cricket Pack Optional India Match Day Combo Pack:

Cricket SMS Alerts Pack:

The Devotional Alarm sends out an OBD call to the

SIM Replacement Optional In event of a damage or loss of your SIM, we provide

SMS Tariff on Blackout Days:

Speak English On Learn Spoken English anytime and anywhere at your

Text Based Optional News Pack:

User to send Sub/Unsub News to 58888.

In-house repository of bone-tickling Humor. Subscriber

Latest Bollywood News & Gossips. Subscriber served

User to send Sub/ Unsub Zoom to 58888.

Subscription charges for each pack is Rs.7 for 7 days.

Total Cost Control

Airtel Live! SIM Services

Copy a Hello Tune

Call management Services

Airtel Live! WAP Services

A. Major Accounts (Direct Channel)

Segmentation is beneficial because of better predictability of the target consumer group,

AIRTEL'S MARKETING ORIENTATION.

PRODUCT LIFE CYCLE

 To study the importance and development of tele-communication industry in

As the above shows 30 (75%) out of total 40 respondents are of

SUGGESTIONS AND RECOMMENDATION

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