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Submitted In the Partial fulfillment of the Requirements For
the Award of the Degree Master of Business Administration


Submitted To Submitted By
Dr. Sourabh Kant Mohit Kumar
Assistant Professor Roll No. ......................
Reg. No. 13NRSCR1041
MBA (BE) 4th Semester


ROHTAK - (124001)

I, Mohit Kumar, student of Institute of Management Studies and Research, Maharshi Dayanand
University, Rohtak hereby declare that this Research work entitled " Consumer Perception
towards the Telecom Services " has been completed by me under the supervision of
Dr. Sourabh Kant, IMSAR, Maharshi Dayanand University, Rohtak and embodies the original
piece of research work done by me and the same has not been copied, reproduced and submitted
ever by me to any other university or the institution. Reference to other research works has been
duly acknowledged.

Countersigned by:

(Supervisor Signature) (Student Signature)


Completion of this research project was possible with the support of several people. I would like
to convey my heartfelt thanks to all of them. Firstly, I would like to express my sincere gratitude
to my Research Guide Dr. Sourabh Kant, IMSAR, Maharshi Dayanand University, Rohtak, for
the continuous support for research, for her patience, motivation, and immense knowledge. She
is always made herself available to clarify my doubts even with her busy schedules. She has
taught me the methodology to carry out the research and providing invaluable guidance through
this research. Her guidance helped me in all the time of research and writing of this research
project and I consider it as a great opportunity to do my research project under her guidance and
to learn from his research expertise. I could not have imagined having a better advisor and
mentor for my study. Thank you Mam, for all your help and support.

I am also thankful to whole of the teaching and the non-teaching staff at IMSAR, Maharshi
Dayanand University, Rohtak, for facilitating the study.

My sincere gratitude is to all whom I might have missed inadversely for facilitating me directly
or indirectly. I also thankful to my parents and their love, prayers, caring and sacrifices for
educating me for my future and their support have been a great source of inspiration. Also, I
express my thanks to my friends for the keen interest shown to complete this research
successfully. Without their cooperation the work could not have been completed.

At last I am thankful to all the people who have supported me to complete the research work
directly or indirectly.





List of chart Used

 Age and gender

 Marital status
 Working status
 Educational qualifications
 Service provider
 Time spend
 Buying decession
 Advertising media
 Monthly investment
 Online payment
 Market competition
 Port Choice
 Wait in customer care
 Expectations
 Purpose of buying

List of table used

 Age and gender

 Marital status
 Working status
 Educational qualifications
 Service provider
 Time spend
 Buying decession
 Advertising media
 Monthly investment
 Online payment
 Market competition
 Port Choice
 Wait in customer care
 Expectations
 Purpose of buying
Chapter 1

1.1 Introduction
1.2 History
1.2a The beginning
1.2b Further development and milestones
1.2c Development of broadcasting
1.3 Quick Facts

Chapter 2

2.0 Telecom companies in India

2.1 Bharti Airtel

2.2 Vodafone India

2.3 Idea Cellular

2.4 Reliance Jio Infocomm Ltd.

2.5 RCom

2.6 BSNL

2.7 Aircel

2.8 Tata Docomo

2.9 Telenor India

2.10 MTS India

2.11 MTNL

Chapter 3

3.0 Research Methalodogy

3.1 Research objectives

3.2 Approach to the Problem

3.2a Theory development

3.2b Model development

3.3 Research Design

3.4 Data Analysis

3.5 Observations

 Age and gender

 Marital status
 Working status
 Educational qualifications
 Service provider
 Time spend
 Buying decession
 Advertising media
 Monthly investment
 Online payment
 Market competition
 Port Choice
 Wait in customer care
 Expectations
 Purpose of buying

Chapter 4

4.0 Hypothesis

4.1 T- test

4.2 Total analysis

4.3 Company wise analysis

4.4 Conclussins and Recommendations


 Reports
 Articles
 Websites

List of Abbreviations used


India telecommunication network is the second largest in the world by number of

telephone users (both fixed and mobile phone) with 1.133 billion subscribers as on 1st
March 2017. It has one of the lowest call tariffs in the world enabled by mega telecom
operators and hyper-competition among them. India has the world's second-largest
Internet user-base.

The number of Internet users in India is expected to reach 450-465 million by June
2017, up 4-8% from 432 million in December 2016, a report from the Internet and
Mobile Association of India and market research firm IMRB International said.

The report added its forecast does not factor in the impact of demonetisation, which
gave a boost to digital and mobile transactions. The report said overall Internet
penetration in India is currently around 31%.

Urban India with an estimated population of 444 million already has 269 million (60%)
using the Internet. Rural India, with an estimated population of 906 million as per 2011
census, has only 163 million (17%) Internet users. Thus, there are potential
approximately 750 million users still in rural India who are yet to become Internet users;
if only they can be reached out properly.

Major sectors of the Indian telecommunication industry are telephone, internet and
television broadcast Industry in the country which is in an ongoing process of
transforming into next generation network, employs an extensive system of modern
network elements such as digital telephone exchanges, mobile switching centres, media
gateways and signalling gateways at the core, interconnected by a wide variety of
transmission systems using fibre-optics or Microwave radio relay networks. The access
network, which connects the subscriber to the core, is highly diversified with different
copper-pair, optic-fibre and wireless technologies. DTH, a relatively new broadcasting
technology has attained significant popularity in the Television segment. The
introduction of private FM has given a fillip to the radio broadcasting in India.
Telecommunication in India has greatly been supported by the INSAT system of the
country, one of the largest domestic satellite systems in the world. India possesses a
diversified communications system, which links all parts of the country by telephone,
Internet, radio, television and satellite.

Indian telecom industry underwent a high pace of market liberalisation and growth since
the 1990s and now has become the world's most competitive and one of the fastest
growing telecom markets. The Industry has grown over twenty times in just ten years,
from under 37 million subscribers in the year 2001 to over 846 million subscribers in the
year 2011. India has the world's second-largest mobile phone user base with over
929.37 million users as of May 2012. It has the world's second-largest Internet user-
base with over 300 million as of June 2015.
Telecommunication has supported the socioeconomic development of India and has
played a significant role to narrow down the rural-urban digital divide to some extent. It
also has helped to increase the transparency of governance with the introduction of e-
governance in India. The government has pragmatically used modern
telecommunication facilities to deliver mass education programmes for the rural folk of

1.2a) The beginning:
Telecommunications in India began with the introduction of the telegraph. The Indian
postal and telecom sectors are one of the worlds oldest. In 1850, the first experimental
electric telegraph line was started between Calcutta and Diamond Harbour. In 1851, it
was opened for the use of the British East India Company. The Posts and Telegraphs
department occupied a small corner of the Public Works Department, at that time.
The construction of 4,000 miles (6,400 km) of telegraph lines was started in November
1853. These connected Kolkata (then Calcutta) and Peshawar in the
north; Agra, Mumbai (then Bombay) through Sindwa Ghats, and Chennai (then Madras)
in the south; Ootacamund and Bangalore. William O'Shaughnessy, who pioneered
the telegraph and telephone in India, belonged to the Public Works Department, and
worked towards the development of telecom throughout this period. A separate
department was opened in 1854 when telegraph facilities were opened to the public.
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and
The Anglo-Indian Telephone Company Ltd. approached the Government of India to
establish telephone exchange in India. The permission was refused on the grounds that
the establishment of telephones was a Government monopoly and that the Government
itself would undertake the work. In 1881, the Government later reversed its earlier
decision and a licence was granted to the Oriental Telephone Company Limited of
England for opening telephone exchanges
at Calcutta, Bombay, Madras and Ahmedabad and the first formal telephone service
was established in the country. On 28 January 1882, Major E. Baring, Member of
the Governor General of India's Council declared open the Telephone Exchanges in
Calcutta, Bombay and Madras. The exchange in Calcutta named the "Central
Exchange" had a total of 93 subscribers in its early stage. Later that year, Bombay also
witnessed the opening of a telephone exchange.

1.2b) Further developments and milestones:

 Pre-1902 – Cable telegraph

 1902 – First wireless telegraph station established between Sagar
Island and Sandhead.
 1907 – First Central Battery of telephones introduced in Kanpur.
 1913–1914 – First Automatic Exchange installed in Shimla.
 1927 – Radio-telegraph system between the UK and India, with Imperial Wireless
Chain beam stations at Khadki and Daund. Inaugurated by Lord Irwin on 23 July by
exchanging greetings with King George V.
 1933 – Radiotelephone system inaugurated between the UK and India.
 1953 – 12 channel carrier system introduced.
 1960 – First subscriber trunk dialling route commissioned
between Lucknow and Kanpur.
 1975 – First PCM system commissioned between Mumbai City
and Andheri telephone exchanges.
 1976 – First digital microwave junction.
 1979 – First optical fibre system for local junction commissioned at Pune.
 1980 – First satellite earth station for domestic communications established
at Sikandarabad, U.P..
 1983 – First analogue Stored Programme Control exchange for trunk
lines commissioned at Mumbai.
 1984 – C-DOT established for indigenous development and production
of digital exchanges.
 1995 – First mobile telephone service started on non-commercial basis on 15
August 1995 in Delhi.
 1995 – Internet Introduced in India starting with Laxmi Nagar, Delhi 15 August 1995

1.2c) Development of Broadcasting:

Radio broadcasting was initiated in 1927 but became state responsibility only in 1930.
In 1937 it was given the name All India Radio and since 1957 it has been
called Akashvani.
Limited duration of television programming began in 1959, and complete broadcasting
followed in 1965.
The Ministry of Information and Broadcasting owned and maintained the audio-visual
apparatus -including the television channel Doordarshan - in the country prior to
the economic reforms of 1991.
In 1997, an autonomous body was established in the name of Prasar Bharti to take care
of the public service broadcasting under the Prasar Bharti Act.
All India Radio and Doordarshan, which earlier were working as media units under the
Ministry of I&B became constituents of the body.
Pre-liberalisation statistics:
While all the major cities and towns in the country were linked with telephones during
the British period, the total number of telephones in 1948 numbered only around
80,000. Post independence, growth remained slow because the telephone was seen
more as a status symbol rather than being an instrument of utility. The number of
telephones grew leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in
1991, the year economic reforms were initiated in the country.
1851 Introduction of Telegraph services
1947 Foreign Telecom Companies nationalized
to form PTT
1980’s: The Beginning -Tele-density in 1980-81: 0.3%
-Introduction of public pay phones
-Private Sector allowed
-DoT, MTNL and VSNL formed
Early to Mid 90’s: A Messy Affair -Telecom policy 1994
- Basic telephony service to private
- 49% FDI
- 8 licensees began operations in Aug
Late 90’s - Birth of a regulator: TRAI
- NTP 1999
2000+ -CAGR of around 85% since 1999
- FDI: 74% (2005)
-Having the world's lowest call rates the
fastest growth in the number of
subscribers (45 million in 4 months)
- The fastest sale of million mobile phones
(in a week)
- The world's cheapest mobile handset
- The world's most affordable colour phone

1.3) Quick Facts

 With a subscriber base of nearly 1.133 billion, as of March 2017, India accounted
for the second-largest telecom network in the world

 With 432 million internet subscriptions, as of December 2016, India stood 2nd-
highest in terms of total internet users in 2016. And till June 2017 internet users
in India will be around 450-465 million.

 Most of the Internet accessed through mobile phones

 Mobile based Internet is a key component of Indian Internet usage, with seven
out of eight users accessing internet from their mobile phones
 Since 2012, the share of time spent on watching videos on mobile devices has
grown by 200 hours a year Rising penetration rate

 As of October 2016, urban tele-density stood at 155.35 per cent and rural tele-
density at 51.98 per cent.

 Total wireless users are 1078.42 million and wireline users are 24.52 million by

 Urban telephone subscribers are 642.37 million and Rural telephone subscribers
are 460.57 million as on Oct,2016.

 Total Broadband subscribers are 218.42 million out of that 200.49 million are
wireless while 17.93 million are wireline as of Oct,2016.

 Availability of affordable smartphones and lower rates are expected to drive

growth in the Indian telecom industry.

Chart 1.1) Market Share of mobile network operators

Market share of mobile network operators as

on 1 march 2017
0.60% 0.30%
Airtel: 256.8 million (22.6%)
5.20% Vodafone: 199.7 million (17.6%)
7.90% Idea: 176.7 million (15.5%)

Jio: 105 million (9.2%)


RCom: 95.46 million (8.4%)

8.40% 17.60%
BSNL: 90.71 million (8%)

Aircel: 89.33 million (7.9%)


15.50% Tata Docomo: 58.67 million

Wired telephony market share as on 31 July

BSNL: 14.04 million (57.1%)
MTNL: 3.47 million (14.1%)
15.30% Airtel: 3.75 million (15.3%)
RCom: 1.17 million (4.8%)
Tata Docomo: 1.17 million (7%)
Others: 0.42 million (1.7%)



Bharti Airtel Limited is an Indian global telecommunications services company based
in New Delhi, India. It operates in 18 countries across South Asia and Africa. Airtel
provides GSM, 3G and 4G LTE mobile services, fixed line broadband and voice services
depending upon the country of operation. It is the largest mobile network operator in India
with 256.8 million subscribers and the third largest in the world with 400 million overall
subscribers. Airtel was named India's second most valuable brand in the first ever
Brandz ranking by Millward Brown and WPP plc.

Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model
of low cost and high volumes. The strategy has since been adopted by several
operators. Airtel's equipment is provided and maintained by Ericsson and Nokia
Solutions and Networks whereas IT support is provided by IBM. The transmission
towers are maintained by subsidiaries and joint venture companies of Bharti
including Bharti Infratel and Indus Towers in India. Ericsson agreed for the first time to
be paid by the minute for installation and maintenance of their equipment rather than
being paid up front, which allowed Airtel to provide low call rates of ₹1 (1.6¢ US)/minute.

In 1984 Sunil Mittal started assembling push-button phones in India, which he earlier
used to import from a Taiwan company, Kingtel, replacing the old fashioned,
bulky rotary phones that were in use in the country then. Bharti Telecom Limited (BTL)
was incorporated and entered into a technical tie up with Siemens AG of Germany for
manufacture of electronic push button phones. By the early 1990s, Bharti was making
fax machines, cordless phones and other telecom gear. He named his first push-button
phones as 'Mitbrau'.

In 1992, he successfully bid for one of the four mobile phone network licences
auctioned in India. One of the conditions for the Delhi cellular license was that the
bidder have some experience as a telecom operator. So, Mittal clinched a deal with the
French telecom group Vivendi. He was one of the first Indian entrepreneurs to identify
the mobile telecom business as a major growth area. His plans were finally approved by
the Government in 1994 and he launched services in Delhi in 1995, when Bharti
Cellular Limited (BCL) was formed to offer cellular services under the brand name
AirTel. Within a few years Bharti became the first telecom company to cross the 2-
million mobile subscriber mark. Bharti also brought down the STD/ISD cellular rates
in India under brand name 'Indiaone'.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular

operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of
Skycell Communications, in Chennai. In 2001, the company acquired control of Spice
Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on
Bombay Stock Exchange and National Stock Exchange of India. In 2003, the cellular
phone operations were re-branded under the single Airtel brand. In 2004, Bharti
acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its
network to Andaman and Nicobar. This expansion allowed it to offer voice services all
across India.

Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so. The Airtel theme song, composed by
A.R. Rahman, was the most popular tune on that year.

In May 2008, it emerged that Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21
countries in Africa and the Middle East. The Financial Times reported that Bharti was
considering offering US$45 billion for a 100% stake in MTN, which would be the largest
overseas acquisition ever by an Indian firm. However, both sides emphasise the
tentative nature of the talks, while The Economist magazine noted, "If anything, Bharti
would be marrying up," as MTN has more subscribers, higher revenues and broader
geographic coverage. However, the talks fell apart as MTN Group tried to reverse the
negotiations by making Bharti almost a subsidiary of the new company. In May 2009,
Bharti Airtel again confirmed that it was in talks with MTN and the companies agreed to
discuss the potential transaction exclusively by 31 July 2009. Talks eventually ended
without agreement, some sources stating that this was due to opposition from the South
African government.
In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network
infrastructure for the fixed line business. Later, Bharti Airtel awarded the three-year
contract to Alcatel-Lucent for setting up an Internet Protocol access network across the
country. This would help consumers access internet at faster speed and high quality
internet browsing on mobile handsets.

Also In 2009, Airtel launched its first international mobile network in Sri Lanka. In June
2010, Bhartil acquired the African business of Zain Telecom for $10.7 billion making it
the largest ever acquisition by an Indian telecom firm. In 2012, Bharti tied up with Wal-
Mart, the US retail giant, to start a number of retail stores across India. In 2014, Bharti
planned to acquire Loop Mobile for ₹7 billion (US$110 million), but the deal was called
off later.

Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with operations in
20 countries across Asia and Africa, today said that its Treasury division has been
adjudged as a highly commended winner of the Top Treasury Team (Asia) Awards at
the Adam Smith Asia Awards 2015.


Hunger to win customers for life


Our vision is to enrich the lives of our customers. Our obsession is to win customers for
life through an exceptional experience.


We aim to work towards our vision, driven by our values of AIR - Alive, Inclusive &

 Alive

We are alive to the needs of our customers. We act with passion, energy and a
can-do attitude to help our customers realise their dreams. Innovation and an
entrepreneurial spirit drive us - if it can’t be done, we’ll find a way.

 Inclusive
Airtel is for everyone - we champion diversity, recognising the breadth and depth
of the communities we serve. We work with them, anticipating, adapting and
delivering solutions that enrich their lives. We do this by having an open mind
and embracing change.

 Respectful

We live the same lives as our customers, sharing the same joys and the same
pains. We never forget that they are why we exist. We act with due humility,
always open and honest, to achieve mutual respect.


Vodafone India is the second largest mobile network operator in India by subscriber
base, after Airtel with a market share of 17.60%.It is headquartered in Mumbai,
Maharashtra.It has 199.7 million customers. It offers both prepaid and
postpaid GSM cellular phone coverage throughout India with better presence in the
Vodafone India provides services on basis of 900 MHz and 1800 MHz digital GSM
technology. Vodafone India launched 3G services in the country in the January–March
quarter of 2011 and plans to spend up to $500 million within two years on its 3G
networks. It has launched its 4G services in India starting from Kochi in Kerala in
December 2015 and plans to expand its network to various other cities in the country. In
March 2017, it was announced that the company will merge with Idea in an all stock
deal. The combined entity will be India's largest telecommunication company
Hutchison Max Telecom Ltd. (HMTL), a joint venture between Hutchison Whampoa and
the Max Group, was established on 21 February 1992. The licence to operate
in Mumbai (then Bombay) circle was awarded to Hutchison Max by the Department of
Telecommunications (DoT) in November 1994. The cellular service branded "Max
Touch" was launched the same year. Hutchison Max entered into the Delhi telecom
circle in December 1999, the Kolkata circle in July 2000 and the Gujarat circle in
September 2000. Licences for these circles had initially been awarded by the DoT in
1994, 1995 and 1997 respectively. Between 1992 and 2006, Hutchison acquired
interests in all 23 mobile telecom circles of India.
HMTL was renamed Hutchison Essar Limited (HEL) in August 2005. In Delhi, Uttar
Pradesh (East), Rajasthan and Haryana, Essar Group was the major partner. But later
Hutch took the majority stake. By the time of Hutchison Telecom's Initial Public Offering
in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications
operators providing service in 13 of India's 23 licence areas and following the
completion of the acquisition of BPL Mobile that number increased to 16. In 2006, it
announced the acquisition of a company (Essar Spacetel — A subsidiary of Essar
Group) that held licence applications for the seven remaining licence areas. Initially, the
company grew its business in the largest wireless markets in India — in cities like
Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to
establish a robust network, well-known brand and large distribution network – all vital to
long-term success in India. Then it also targeted business users and high-end post-paid
customers which helped Hutchison Essar to consistently generate a higher Average
Revenue Per User (ARPU) than its competitors. By adopting this focused growth plan, it
was able to establish leading positions in India's largest markets providing the resources
to expand its footprint nationwide.
In February 2007, Hutchison Telecom announced that it had entered into a binding
agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect
equity and loan interests in Hutchison Essar Limited for a total cash consideration
(before costs, expenses and interests) of approximately $11.1 billion.
Hutch was often praised for its award winning advertisements which all follow a clean,
minimalist look. A recurrent theme is that its message "Hi" stands out visibly though it
uses only white letters on red background. Another successful ad campaign in 2003
featured a pug named Cheeka following a boy around in unlikely places, with the
tagline, "Wherever you go, our network follows." The simple yet powerful advertisement
campaigns won it many admirers. Advertisements featuring the pug were continued by
Vodafone even after rebranding. The brand subsequently introduced ZooZoos which
gained even higher popularity than was created by the Pug. Vodafone's creative agency
is O&M while Harit Nagpal was the Marketing Director during the various phases of its
brand evolution.
Merger with Idea Cellular
On 20 March 2017, Idea and Vodafone India announced that their respective boards
had approved a merger of the two companies. The merger will not include Vodafone's
42% stake in Indus Towers Ltd. The merger will create the largest telecom company in
India by subscribers and by revenue. Under the terms of the deal, the Vodafone will
hold a 45.1% stake in the combined entity, the Aditya Birla Group will hold 26% and the
remaining shares will be held by the public. The merger is expected to be completed by
March 2019, and the newly merged entity will named at a later date.
Vodafone Stores:
As of 3 September 2013, there were a total of 16 Vodafone Angel Stores in 14 states,
all staffed entirely by women. Stores currently operate in Agra, Ahmedabad,
Bhubaneshwar, Chennai, Delhi, Goa, Haryana, Hyderabad, Jaipur, Kerala, Kolkata,
Lucknow, Meerut, Mumbai, Mysore, Pune, Shillong, Vadodara and Rajkot.
According to Marten Pieters, Managing Director and CEO, Vodafone India, "The Angel
Stores are a part of Vodafone’s commitment to provide our women employees with one
of the most secure and productive work environment. Additionally, our women
customers feel more welcomed while visiting the store."

1992 Hutchison Whampoa and MAX group establish Hutchison Max.
2000 Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and Gujarat
markets through Essar acquisition
2001 Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh
and Chennai
2003 Acquired AirCel Digilink (ADIL — ESSAR Subsidiary) which operated in Rajastan,
Uttar Pradesh East and Haryana telecom circles and rebranded it 'Hutch'.
2004 Launched in three additional telecom circles of India namely Punjab, Uttar
Pradesh (West) and West Bengal.
2005 Acquired BPL Mobile operations in 3 circles. This left BPL with operations only in
Mumbai, where it still operates under the brand 'Loop Mobile'.
2007 Vodafone acquires a 67% stake in Hutchison Essar for $10.7 billion. The
company is renamed Vodafone Essar. 'Hutch' is rebranded to 'Vodafone'.
2008 Vodafone acquires the licences in remaining 7 circles and starts its pending
operations in Madhya Pradesh circle, as well as in Orissa, Assam, North East
and Bihar
2011 Vodafone Group buys out its partner Essar from its Indian mobile phone
business. It paid $5.46 billion to take Essar out of its 33% stake in the Indian
subsidiary. It left Vodafone owning 74% of the Indian business.
2014 On 11 April Vodafone acquires 100 percent stake in Vodafone India.
2014 On 6 August Vodafone India launches Vodafone RED 4.New Postpaid plans
across India
2015 On 17 January Vodafone launches its iPhone plans across India
2017 On 20 March Vodafone announced merger with Idea cellular , the merged
company is poised to be the largest mobile services provider in India.
To be the communication leader in an increasingly connected world.

To be the most loved telecom service provider in India.


Idea Cellular (commonly referred to as simply Idea, and stylised as !dea) is an
Indian mobile network operator based in Mumbai, Maharashtra. Idea is a pan-India
integrated GSM operator offering 2G, 3G and 4G mobile services. Idea is
India’s third largest mobile operator by subscriber base. Idea has 176.49 million

During its inception in 1995, Aditya Birla Group, Tata Group and AT&T Wireless each
held one-third equity in the company. Following AT&T Wireless' merger with Cingular
Wireless in 2004, Cingular decided to sell its 32.9% stake in Idea. This stake was
bought by the remaining two stakeholders equally. Tata forayed into the cellular market
with its own subsidiary, Tata Indicom, a CDMA-based mobile provider and in April
2006, Aditya Birla Group announced the acquisition of the 48.18% stake held by Tata
Group at INR 40.51 a share amounting to INR 44.06 billion with 15% of the stake
acquired by Aditya Birla Nuvo and the remaining by Birla TMT holdings Private Ltd.
both AV Birla family owned companies. Malaysia based Axiata bought a 19.96% stake
in the company in 2009.
Merger with Vodafone India
On 20 March 2017, Idea and Vodafone India announced that their respective boards
had approved a merger of the two companies. The merger will not include Vodafone's
42% stake in Indus Towers Ltd. The merger will create the largest telecom company in
India by subscribers and by revenue. Under the terms of the deal, the Vodafone will
hold a 45.1% stake in the combined entity, the Aditya Birla Group will hold 26% and the
remaining shares will be held by the public. The merger is expected to be completed by
March 2019, and the newly merged entity will named at a later date.

Idea competes with other major mobile operators including Airtel, Vodafone, BSNL,
Reliance Communications, Aircel, Telenor and Tata DoCoMo. While Idea competed
very closely with the then smaller operators like Reliance Communications, BSNL, Tata,
Aircel in circa 2006-07, as of 31 Dec 2015, Idea has gone far ahead of the rest of these
competitors clocking a Revenue Market Share of over 18.5% while the rest remain
below 9%. Over the last 3 years, Idea has cornered an incremental Revenue Market
Share of 33% giving tough competition to market leaders Airtel and Vodafone by
earning 1/3rd of the incremental market - way above its fair share of the market.
On 19 May 2010, in the 3G spectrum auction Idea paid ₹57.68 billion (US$900 million)
for spectrum in 11 circles. Idea launched its first 3G services in 2011. As of 31 Mar
2016, Idea Cellular offers 3G services on its own spectrum in 13 telecom service
areas—the latest being Delhi (NCR) and Kolkata. Idea has now launched its own 4G
LTE services in over 350 towns across 10 telecom service areas including its leadership
service areas like Maharashtra, Kerala, MP&CG, AP&T, Punjab and Haryana. It now
provides 4G services in the service areas of Karnataka and Tamil Nadu covering large
metros and mini metros of Chennai and Bengaluru.
Idea strengthened its customer base after the launch of MNP in India. As per
information available in the public domain, Idea leads the net port ins and is ahead of
both Airtel and Vodafone in gaining from Mobile Number Portability.

 We will Delight our Customers while meeting their individual communication
needs anytime anywhere
 We survive because of our customers

 Integrity - Honesty in Every Action.
 Commitment - Deliver on the Promise
 Passion - Energized Action
 Seamlessness - Without Boundaries in Letter and Spirit
 Speed - One Step Ahead Always


Reliance Jio Infocomm Limited, or Jio, is a LTE mobile network operator in India. It is
a wholly owned subsidiary of Reliance Industries headquartered in Navi Mumbai,
Maharashtra that provides wireless 4G LTE service network (without 2G/3G based
services) and is the only 'VoLTE-only' (Voice over LTE) operator in the country which
lacks legacy network support of 2G and 3G, with coverage across all 22 telecom
circles in India.
The services were first beta-launched to Jio's partners and employees on 27 December
2015 on the eve of 83rd birth anniversary of late Dhirubhai Ambani, founder of Reliance
Industries, and later services were commercially launched on 5 September 2016.
Currently as of 1 March 2017 Jio is the 4th largest telecom sevice provide in India with
105 million subscribers.

In June 2010, Reliance Industries (RIL) bought a 96% stake in Infotel Broadband
Services Limited (IBSL) for ₹4,800cr. Although unlisted, IBSL was the only firm to win
broadband spectrum in all 22 zones in India in the 4G auction that took place earlier that
year. Later continuing as RIL's telecom subsidiary, Infotel Broadband Services Limited
was renamed as Reliance Jio Infocomm Limited (RJIL) in January 2013.
In June 2015, Jio announced that it will start its operations all over the country by the
end of 2015. However, four months later in October 2015, the company's spokesmen
sent out a press release stating that the launch was postponed to the first quarter of the
financial year 2016-2017.
Later in July, a PIL filed in the Supreme Court by an NGO called the Centre for Public
Interest Litigation, through Prashant Bhushan, challenged the grant of pan-India licence
to Jio by the Government of India. The PIL also alleged that Jio was allowed to provide
voice telephony along with its 4G data service, by paying an additional fees of
just ₹165.8 crore (US$26 million) which was arbitrary and unreasonable, and
contributed to a loss of ₹2,284.2 crore (US$350 million) to the exchequer.
The Indian Department of Telecom (DoT), however, refuted all of CAG's claims. In its
statement, DoT explained that the rules for 3G and BWA spectrum didn't restrict BWA
winners from providing voice telephony. As a result, the PIL was revoked, and the
accusations were dismissed.

Beta Launch
The 4G services were launched internally to Jio's partners, its staff and their families on
27 December 2015. Bollywood actor Shah Rukh Khan, who is also the brand
ambassador of Jio, kickstarted the launch event which took place in Reliance Corporate
Park in Navi Mumbai, along with celebrities like musician A R Rahman, actors Ranbir
Kapoor and Javed Jaffrey, and filmmaker Rajkumar Hirani. The closed event was
witnessed by more than 35000 RIL employees some of whom were virtually connected
from around 1000 locations including Dallas in the US.
Commercial launch
The company commercially launched its services on 5 September 2016. Within the first
month of commercial operations, Jio announced that it had acquired 16 million
subscribers. This is the fastest ramp-up by any mobile network operator anywhere in
the world. Jio crossed 50 million subscriber mark in 83 days since its launch. Jio
crossed 100 million subscribers on 22 February 2017.

Products and Services

 4G Broadband
 LYF Smartphones
 Jionet WiFi
 Jio apps
 Affordable 4G Phones
 JioFi
Branding and Maketing
On December 24, 2015, Bollywood actor Shah Rukh Khan was appointed as Jio's brand

Reception of Jio Prime

By 1st April 72.2 million Jio Customers had opted for Jio Prime. The last date for
registration to Jio Prime membership was 31 March 2017. But, it was further extended
till 15 April 2017 along with an introduction of new offer, "Jio Summer Surprise" which
gave customers 3 months complimentary services free of cost . On 6 April 2017, TRAI
advised Jio to withdraw this offer.

Broadband will no longer be a luxury.


Reliance Communications Ltd. (RCom) is an Indian Internet access and
telecommunications company headquartered in Navi Mumbai, India. It provides GSM
(Voice, 2G, 3G, 4G) mobile services, fixed line broadband and voice services, DTH
depending upon the areas of operation. Reliance Communications is the fifth largest
telecom operator in India with 95.46 million subscribers as of 1 March 2017.
Established in 2002, it is a subsidiary of Reliance Anil Dhirubhai Ambani Group.
Reliance Communication IT Support is provided by Reliance Tech Services and
Telecom network is maintained and operated by Ericsson, transmission towers are
maintained by its subsidiary Reliance Infratel. Reliance Infocomm laid the largest Optic
Fiber Cable network in the country in 2003 to 2005, approximately 135,000 km, and
touched almost all top broadband cities with the help of their Franchisee's - Local Cable
Operators (LCO's). On an average 1900 large LCO's were connected to the Reliance
Infocomm network to provide Voice, Data and Video services known as Triple Play on
IPTV platform. After the split of the Telecom business venture between Mukesh Ambani
and Anil Ambani, the telecom business was handed over to Anil Ambani, who later
christened the company as "Reliance Communications Limited".
In September 2016, RCom announced that it would merge its wireless business
with Aircel.

Reliance Communications Ltd. was established in 2002. The same year, it launched
CDMA services nationwide. In 2008, Reliance Communications launched GSM
services. In the 2010 spectrum auction, Reliance Communications paid ₹58,642.9
million for 3G spectrum in 13 circles Delhi, Mumbai, Kolkata, Punjab, Rajasthan,
Madhya Pradesh, West Bengal, Himachal Pradesh, Bihar, Odisha, Assam, North
East and Jammu & Kashmir.
On 25 May 2012, RCom announced a price reduction of 51% on its 3G services. In
2011, Reliance provided up to 28 Mbit/s data rate in India with its MIMO technology.
On 31 January 2013, RCom announced its partnership with Lenovo to market co-
branded smartphones in India. The smartphones were said to use the Android operating
system and have dual-core processors.
In 2015, it launched CDMA in REV. B technology in non 3G circles.
In April 2016, RCom informed its CDMA subscribers that it would be shutting down its
CDMA operations, and that all CDMA subscribers would be migrated to GSM and LTE
networks. The company announced that the migration had been completed in
September 2016.
Acquisition of MTS India
On 14 January 2016, RCom announced that it had acquired Sistema Shyam
TeleServices Limited (SSTL), doing business as MTS India, in an all stock deal, in
which SSTL received a 10% stake in RCom, after paying off its existing debt. RCom
would assume the liability for installments that SSTL had to pay the government from
purchasing spectrum. The liability amounted ₹392 crore annually for 10 years. As a
result of the deal, Reliance acquired MTS India's subscribers, as well as SSTL's
spectrum in the 850 MHz band.
The merger deal was approved by the Competition Commission of India (CCI) in
February 2016. SEBI cleared the deal by March, and SSTL shareholders approved the
deal on 18 March. By mid-August, the deal was approved by tax authorities and the
shareholders and creditors of RCom and SSTL. The merger was approved by
the Rajasthan High Court on 30 September 2016, and the Bombay High Court on 7
October 2016. The merger is expected to be completed in mid-2017. In April, RCom laid
off 600 employees in preparation for its merger with MTS and Aircel.
Merger of wireless business with Aircel
On 14 September 2016, RCom and Maxis Communications (owners of Aircel)
announced that they would merge their mobile network operations. The deal is the
largest consolidation in Indian telecom history, and will create the fourth largest mobile
network operator in the country by subscribers and by revenue. RCom and Maxis, each
will hold 50% stake in the merged entity, with equal representation on the board of
directors and all committees. RCom will continue to operate in the enterprise segment
and data centre businesses as a standalone entity.
RCOM announced on 15 March 2017 that it had received approval for the deal from
SEBI, BSE and NSE. The deal was approved by the CCI on 20 March 2017. The
shareholders of Aircel and RCom approved the merger on 22 and 24 April 2017
respectively. The merger is expected to be completed by mid-2017.

 To be our clients’ ’first call’ and preferred collaboration partner within our
business areas.
 To consistently exceed our clients’ expectations for professional and value-
adding advice.

 To provide the best and most value-adding advice within investor relations,
financial communications, media relations, crisis communications, issues
management and CSR reporting.
 To be an independent sparring-partner and to provide excellent advice for our
clients in connection with IPOs, ECM and M&A transactions, corporate
governance-related issues as well as in connection with preparations of
contingency communications plans regarding public takeovers.

 Quality: We do not compromise – we have a passion for the best quality
 Innovation: We are innovative and wish to enthuse our clients
 Ambition: We set high objectives and push to achieve the best results
 Honesty: We are honest towards our clients, also when it may be unpleasant
 Integrity: We keep our word, guard confidentiality, and maintain a high level of


Bharat Sanchar Nigam Limited (abbreviated BSNL) is an Indian state owned
telecommunications company headquartered in New Delhi. It was incorporated on
15 September 2000 and took over the business of providing of telecom services and
network management from the erstwhile Central Government Departments of Telecom
Services (DTS) and Telecom Operations (DTO), with effect from 1 October 2000 on a
going concern basis. It is the largest provider of fixed telephony and broadband services
with more than 60% market share and Fifth largest mobile telephony provider in India.
However, in recent years the company's revenues and market share have plummeted
into heavy losses due to intense competition in the Indian telecommunications sector.
BSNL is India's oldest communication service provider and had a customer base of
93.29 million as of June 2015. It has footprints throughout India except for Mumbai and
New Delhi, which are managed by Mahanagar Telephone Nigam (MTNL).

Bsnl Mobile is major provider of GSM cellular mobile services under the brand
name Cellone. BSNL provides complete telecom services solution to enterprise
customers including MPLS, P2P and Internet leased lines. It provides fixedline services
and landline using CDMA technology and its extensive optical fiber network. BSNL
provides Internet access services through dial-up connection as prepaid, NetOne as
Postpaid and DataOne as BSNL Broadband.
BSNL offers value-added services, such as Free Phone Service (FPH), India Telephone
Card (Prepaid card), Account Card Calling (ACC), Virtual Private Network (VPN), Tele-
voting, Premium Rate Service (PRM), Universal Access Number (UAN). BSNL also
offers the IPTV which enables customers to watch television through internet and Voice
and Video Over Internet Protocol (VVoIP). In 2007, BSNL announced plans for
providing 5 million broadband connectivity and secured 80% of the INR 25 billion rural
telephony project of Government of India. On 20 March 2009, BSNL launched
blackberry services across India. BSNL paid Rs. 101.87 billion for 3G spectrum in 2010.
As of 2011, BSNL offers coverage in over 800 cities across India. BSNL launched in
2012 a 3G wireless pocket router named Winknet Mf50. BSNL 3G provides HSPA+
service with highest speed of 21.1 Mbit/s downlink and 5.76 Mbit/s uplink.
BSNL announced the discontinuation of its telegram services from 15 July 2013, after
160 years in service. It was opened to the public in February 1855; it was upgraded to a
web-based messaging system in 2010, through 182 telegraph offices across India.
Bharat Sanchar Nigam Limited, A Public Sector Enterprise also provide Fiber to the
home plans which are generally known as FTTH broadband service. It is the fastest
broadband service which has been started by the BSNL. BSNL FTTH service can
provide the speed up to 100Mbit/s to the Internet users.
As per Telecom Regulatory Authority of India Report dated 19 Feb 2016 BSNL has the
4th position in Broadband market share. It has broadband market share of 14.54% as
on 31.12.2015. In wireless segment it is on 6th position with 8.16% of market share as
on 31.12.2015.
BSNL launched linguistic email service with DATAMAIL app in 8 Indian languages.
DATAMAIL app is powered with XgenPlus email technology built by Data Xgen

Administrative Units
BSNL is divided into a number of administrative units termed as telecom circles, metro
districts, project circles and specialized units. It has 24 telecom circles, 2 metro districts,
6 project circles, 4 maintenance regions, 5 telecom factories, 3 training institutions and
4 specialised telecom units.
BSNL enforces censorship of online content as per orders of Indian Department of

 Be the leading Telecom Service Provider in India with global presence.
 Create a customer focused organisation with excellence in sales, marketting and
customer care.
 Leverage technology to provide affordable and innovative products/services
across customer segments
 Provide a conducive work environment with strong focus on performance
 Establish efficient business processes enabled by IT

Aircel is an Indian mobile network operator headquartered in Gurgaon that offers voice
and 2G, 3G and 4G data services. Maxis Communications holds a 74% stake and
Sindya Securities and Investments holds the remaining 26%. Aircel was founded by C
Sivasankaran and commenced operations in Tamil Nadu in 1999. It is the 7th
largest mobile service provider in India with a subscriber base of 89.33 million
subscribers as of 1 March 2017. Aircel is a market leader in Tamil Nadu and has
considerable presence in Odisha, Assam and North-East telecom circles.

Aircel was founded by Chinnakannan Sivasankaran and started its operations in the
Tamil Nadu telecom circle in 1999. It became the leading operator in Tamil Nadu and
one of the fastest growing mobile operators in India. Malaysian telecom company Maxis
Communications bought a 74% stake in the company from Sivasankaran in 2005. The
remaining 26% stake is held by Sindya Securities and Investments promoted by
Suneeta Reddy, Managing Director of Apollo Hospitals.
In 2012, as a part of a major re-organization in its operations, the company scaled down
its operations in five telecom circles, namely Madhya Pradesh, Gujarat, Haryana, Kerala
and Punjab. In April 2015, Aircel relaunched its service in Kerala.
Merger with Reliance Communications
On 14 August 2016, Reliance Communications (RCom) and Maxis Communications
announced that they would merge their mobile network operations. The deal is the
largest consolidation in Indian telecom history, and will create the third largest mobile
network operator in the country by subscribers and by revenue. RCom and Maxis will
each hold 50% stake in the merged entity, with equal representation on the board of
directors and all committees. RCom will continue to operate in the enterprise segment
and data centre businesses as a standalone entity. RCOM announced on 15 March
2017 that it had received approval for the deal from SEBI, BSE and NSE. The deal was
approved by the CCI on 20 March 2017. The merger is expected to be completed by
 3G
 4G

As of 1 Mach 2017, Aircel has a subscriber base of over 89.33 million and is India's 7 th
largest GSM mobile service provider. With presence in 22 circles, Aircel is a market
leader in Tamil Nadu and has considerable presence in Odisha, Assam and North-
East circles. In 2012, as a part of a major re-organization in its operations, the company
scaled down its operations in five telecom circles, namely Madhya Pradesh Gujarat,
Haryana, Kerala and Punjab. In April 2015, Aircel relaunched its service in Kerala.

Sponsorship and Brand Ambassdors

Aircel is the main shirt sponsor of Indian Premier League cricket team Chennai Super
Kings and I-League football team Shillong Lajong FC. Aircel is also the principal
sponsor for Atlético de Kolkata FC who play in the Indian Super League football
competition. It is also a major sponsor of the Chennai Open ATP tennis tournament and
the Professional Golf Tour of India. Aircel also sponsors the Save the Tiger campaign
for protecting India's tigers. The brand ambassadors of Aircel include the Indian cricket
team captain Mahendra Singh Dhoni and Tamil actor Suriya. Aircel also engaged with
boxer Mary Kom, Tamil actors Dhanush and Sameera Reddy.


Tata DoCoMo is an Indian mobile network operator, which is a joint venture between
Tata Teleservices and NTT Docomo since November 2008. It is the country's eighth
largest operator in terms of subscribers (including both GSM and CDMA) with having
58.67 million subscribes.
Tata DOCOMO is part of the Indian conglomerate Tata Group. The company received
the license to operate GSM services in nineteen telecom circles and was allotted
spectrum in eighteen of these circles and launched GSM services on 24 June 2009. It
began operations first in South India and currently operates GSM services in eighteen
of twenty two telecom circles. It has licences to operate in Delhi but has not been
allocated spectrum from the Government. Docomo provides services throughout India.
Tata DOCOMO offers both prepaid and postpaid cellular phone services. It has become
very popular with its one-second pulse especially in semi-urban and rural areas.
In November 2008, NTT Docomo invested $2.2 billion in Tata Teleservices, at ₹117 a
share for a 26.5% stake in the latter. DoCoMo, TTSL and Tata Sons had in March 2009
signed shareholder agreement for the business alliance. In March 2009, DoCoMo
acquired a 27.31% in Tata Teleservices for Rs 12,924 crore and 20.25% in Tata
Teleservices (Maharashtra) Ltd, the listed arm of TTSL, for ₹949 crore. Overall,
DoCoMo holds 26.5%in Tata Teleservices.
On 5 November 2010, Tata DOCOMO became the first private sector telecom
company to launch 3G services in India. Tata DOCOMO had about 42.34 million users
at the end of December 2010.
In April 2011, Tata DOCOMO signed Bollywood actor Ranbir Kapoor as its brand
ambassador on a three-year contract, now the contract is expired.[5] For the southern
states of Tamil Nadu and Andhra Pradesh, actors Vijay and Ram Charan Teja are the
brand ambassadors respectively.

On 20 October 2011, the Tata Group brought its brands – Indicom (CDMA), Tata
Docomo (GSM), Walky (Fixed Wireless Phone), Photon, INTERNET – under the Tata
DOCOMO name. All subscribers to these services were migrated to the Docomo brand
on 20 October 2011. In 2015, Virgin Mobile - the other brand under Tata Group was
also merged with Tata Docomo. T24 Mobile is not part of the rebranding and continue to
retain their names.

Telenor (India) Communications Private Limited, formerly known as Uninor, is
an Indian mobile network operator. The company is a wholly owned subsidiary
of Norwegian telecommunications company Telenor Group. As of 1 March 2017 telenor
having 53.11 million subscriber in India makes it 9th largest telecom service provider in
In February 2017, Telenor Group announced merging the India business with Bharti
Airtel post necessary regulatory approvals.
The company Unitech Wireless Limited, a subsidiary of Unitech Group, was
incorporated in 2008. The same year, the company was awarded wireless services
licences for all 22 telecom circles. Subsequently, Unitech Group and Telenor Group
agreed to enter a joint venture where Telenor would inject fresh equity investments
of ₹61.35 billion into Unitech Wireless to take a majority stake in the company. This was
operating capital invested directly in Unitech Wireless by Telenor Group. Telenor Group
conducted these investments in four tranches, subsequent to approvals from
the Foreign Investment Promotion Board (FIPB) and the Cabinet Committee of
Economic Affairs (CCEA) took 67.25% ownership of Unitech Wireless. In September
2009, Unitech Wireless announced its brand name as Uninor.
Uninor launched in eight telecom circles on 3 December 2009, after completing one of
the world’s largest GSM Greenfield launches which was also one of the fastest telecom
roll-outs ever in India. According to Uninor, the brand was built around an ambition to
serve the young, aspiring India. Six months later, 5 additional circles were launched
including metropolitan areas like Mumbai and Kolkata.
Uninor has facilitated rapid scaling of the company through a lean operation model,
where a large share of the network infrastructure is outsourced to business partners.
Uninor’s modern equipment has enabled it to introduce targeted offerings and serve a
large audience with limited spectrum. Uninor introduced dynamic pricing, a concept that
gives consumers discounts that are based on current network traffic at an individual site
and change with location and time. Over the summer of 2010, the company further
simplified its strategy with a focus on three core areas – excellence in mass market
distribution, basic services and cost efficient operations. Changes were also made to
the product mix and marketing– making them simpler, more direct and clearly
positioning Uninor as an affordable mass market service.
Uninor grew from 0 to 45.6 million customers within less than two years, and emerged
as the most successful of the new entrants that obtained licenses in 2008. The
company had more than double the subscribers of all of the other entrants combined.
License cancellations
On 2 February 2012, the Supreme Court of India cancelled 122 licenses of 22 mobile
operators, including Uninor. In July 2012, Uninor decided to gradually scale down
operations in 4 telecom circles - Karnataka, Kerala, Orissa and Tamil Nadu. The
objective was to strengthen the focus on the top performing circles ahead of the 2012
spectrum auction. Uninor eventually shut down services in those 4 circles. In the 2012
auction, Uninor won back licences and spectrum in 6 telecom circles - Uttar Pradesh
(East), Uttar Pradesh (West) & Uttarakhand, Bihar & Jharkhand, Gujarat, Maharashtra
& Goa and Andhra Pradesh & Telangana. Uninor was about shut down services in
Mumbai, Kolkata and West Bengal circles on 18 January 2013 but the deadline was
extended to 16 February 2013. The Supreme Court on 15 February 2013 ordered
companies that did not win spectrum in the November 2012 auction to immediately
discontinue operations.
Uninor shut down services in Kolkata, Mumbai and West Bengal after midnight on 16
February 2013. According to a Uninor spokesperson, almost all Uninor subscribers in
Kolkata and West Bengal had ported out by 16 February 2013, as Uninor had informed
them to do so in December 2012. The spokesperson further claimed that the "sudden
apex court order did not give us [Uninor] the opportunity to inform Mumbai customers in
advance". At the time of service shutting, Uninor still had 1.8 million subscribers in
Unitech exit and re-branding
Following the cancellation of Uninor's licences, Unitech and Telenor were involved in a
dispute over control of Uninor. In October 2012, the two companies signed an
agreement under which Unitech transferred Uninor assets to Telenor and exited the
joint venture. Telenor subsequently formed Telewings Communications Services Private
Limited, a joint venture with Lakshdeep Investments & Finance. Telenor held a 49%
stake in Telewings. In December 2013, Telenor raised its stake in the company to 74%.
In 2014, the Telenor Group raised its stake to control 100% of Telewings, and the
company became a wholly owned subsidiary. On 23 September 2015, Uninor
announced it has re-branded itself as Telenor India. The Telenor Group spent ₹100
crore on the re-branding exercise. The logotype, font and the visual expression follows
that of the Telenor Group. Telenor India CEO Vivek Sood also stated that the company
had broke even within four years of operations. Telewings Communications Services
Private Limited was subsequently renamed Telenor (India) Communications Private
Sale to Bharti Airtel
On 2 January 2017, The Economic Times reported that Bharti Airtel had entered into
discussions with Telenor India to acquire the latter. On 23 February 2017, Airtel
announced that it had entered into a definitive agreement with Telenor South Asia
Investments Pte Ltd to acquire Telenor (India) Communications Pvt. Ltd. As part of the
deal, Airtel will acquire Telenor India's assets and customers in all seven telecom circles
that the latter operates in - Andhra Pradesh, Bihar, Maharashtra, Gujarat, Uttar Pradesh
(East), Uttar Pradesh (West) and Assam. Airtel will gain 43.4 MHz spectrum in the 1800
MHz band from the Telenor acquisition.


Sistema Shyam TeleServices Limited (SSTL), doing business as Mobile
TeleSystems India (MTS India), is the Indian subsidiary of the Russian mobile
operator MTS. The company is headquartered in New Delhi, India. It provides wireless
voice, broadband Internet, messaging and data services in India. MTS India is the tenth
largest mobile operator in the country with 7.35 million subscribers as of 1 March 2017.
Sistema, the largest public diversified corporation in Russia, acquired a 10% stake in
Shyam Telelink for a total cash consideration of US$ 11.4 million at the end of
September 2007. Shantanu Telecom along with their partner Sistema had applied for
UASL licence in 22 telecom circles of India. In August 2008, they got a pan-India start-
up spectrum to start their mobile service operations in the country. They provide mobile
services based on CDMA technology under the brand name MTS India and gave
contracts to ZTE and Huawei for network expansion. MTS launched operations in Uttar
Pradesh East and West in October 2010.
On 2 February 2012, the Supreme Court of India cancelled 122 licences of 22 mobile
operators, including 21 of MTS' 22 licences, in connection with the 2G spectrum scam.
MTS lost all its licences except the one for Rajasthan circle. MTS had approximately
2.32 million subscribers in those 10 circles at the time of the announcement, and 14.88
million subscribers nationally. According to MTS officials, the 10 circles where MTS
ceased operations constituted 15.62% of its total subscriber base and less than 15% of
the company's overall revenue. In the 2013 spectrum auction, MTS won back licences
and spectrum in 8 circles - Delhi NCR, Kolkata, Gujarat, Karnataka, Tamil
Nadu, Kerala, Uttar Pradesh (West) and West Bengal.
Acquisition by Reliance Communications
On 14 January 2016, Reliance Communications (RCom) announced that it had
acquired SSTL in an all stock deal, in which SSTL received a 10% share in RCom, after
paying off its existing debt. RCom would assume the liability for installments that SSTL
had to pay the government from purchasing spectrum. The liability amounted ₹392
crore annually for 10 years. As a result of the deal, Reliance acquired nearly 9 million
subscribers, as well as SSTL's spectrum in the 850 MHz band. The merger deal was
approved by the Competition Commission of India (CCI) in February 2016. SEBI
cleared the deal by March, and SSTL shareholders approved the deal on 18 March.
By mid-August, the deal was approved by tax authorities and the shareholders and
creditors of RCom and SSTL. The merger was approved by the Rajasthan High
Court on 30 September 2016 and the Bombay High Court on 7 October 2016. The final
approval, from the Department of Telecommunications, is expected by the end of March
MTS launched EVDO Rev A based high-speed mobile broadband service, MBlaze, in
November 2009 and has seen tremendous market acceptance with over 5 lakh (As per
February 2011 Data) customers in a short span of time. In April 2010, MTS launched
MTS TV for MTS MBlaze customers. MTS MBlaze has coverage in 100+ cities as of
February 2011. MTS has also announced pan-India roaming for its users in April–May
2010. MTS also provides MBrowse which is CDMA-1x technology based internet
service. According to Vsevolod Rozanov, President & CEO, MTS India, With a view to
enhance customer experience, MTS has prepared a blue print to take the mobile
broadband usage in the country to the next level. In a phased manner, MTS will be
launching seamless HSD services across some of the busiest highways in the country.
On 5 September, MTS India announced the commercial availability of its EVDO Rev B
Phase 2 network. On 23 October 2013 SSTL announced its roll out plan of its 3GPLUS
network in nine circles namely Delhi NCR, Kolkata, Gujarat, Rajasthan, Karnataka,
Tamil Nadu, Kerala, Uttar Pradesh (West) and West Bengal.
 Delhi
 Gujarat
 Karnataka
 Kerala
 Kolkata
 Rajasthan
 Tamil Nadu
 Uttar Pradesh (West)
 West Bengal


Mahanagar Telephone Nigam Limited (MTNL) is a state-owned telecommunications
service provider in the metro cities of Mumbai and New Delhi in India and in the island
nation of Mauritius in Africa. The company had a monopoly in Mumbai and New Delhi
until 1992, when the telecom sector was opened to other service providers.
"Transparency makes us different" is the motto of the company. The Government of
India currently holds 100% stock in the company.
Bombay Telephone was founded in 1882. The first telephone exchange in Mumbai began
operations on 28 January 1882. Delhi's first telephone system was established in 1911.
Mahanagar Telephone Nigam was created by the Government of India in 1986 to oversee the
telephone services of Delhi and Mumbai.
 Telephone and Mobile
 3G Mobile Service
 Broadband and FTTH



Research objectives include the objective of research of the researcher before starting
any research. The researcher should determine the objective or the goal of the research
for the smooth functioning of study. Predetermine objective should be of such that
researcher fulfils in the certain period of time at minimum cost.

Following are the research objectives, which we have developed-

 To determine the factors which influence the purchasing behavior of mobile
 To determine the marketing process elements which influence the purchasing
behavior of mobile connection
 To understand the improvement and customer preference in telecom services.
 To study customer satisfaction and understand the current market scenario in
telecom sector


3.2a) Theory Development:

To identify the determinant factors regarding purchasing behaviors of mobile
Connection hat could improve the efficiency to get the customers or make the
customers switch from the competitors’ products, I have initially identified some
variables, which are significantly correlated with the purchase of mobile connections.
When a customer decides to purchase a mobile connection, he normally considers
tariffs, promotional activities, celebrity involvement, brand image, value added services,
network, switching cost, after sales services, word of mouth, availability of
complementary products and marketing mix. So buying a mobile connection is based on
the simultaneous activation of these variables.
These variables are to be described under the descriptive research. Non probability
sampling technique (convenience sampling technique) has to be used. Then I will use T
test, frequency distribution graph and cross tabulation methods to analyze the data and
then finding will be interpreting with the existing body of knowledge.

When a customer decides to purchase a mobile connection, he normally considers-

1. Technology
2. Tariffs
3. Promotional activities
4. Celebrity involvement
5. Brand image
6. Value added services
7. Network
8. After sales services
9. Availability of complementary products

3.2b) Model Development:

Need for communication with Status Factor in Society


Drive for immediate Solution

Drive for immediate solution leads to immediate

purchase of mobile connection

Purchasing decision making based on some

determinant factors

Specific mobile connection has been purchased and

met the satisfaction

Types of Research to be undertaken:

Among the different types of researches I have chosen Descriptive research for this
project. I have gone to conduct this project base on Descriptive research technique
because I want to test the significant level of the particular factors. Among two types of
Descriptive research techniques I have gone for Cross-Sectional design because I have
wanted to collect data from the sample of population element only for one time. From
Cross-Sectional designs I have taken Single cross-sectional design to carry out my

(a) Primary Data Collection Method:

 Survey method was used for primary data collection.
 We used questionnaire as an instrument for survey method.
 Structured questionnaire.
(b) Secondary Data Collection method:
 Information from Related Peoples.
 Information gathered from Different Sites of the companies.
 Information gathered from TRAI Website.

The nature of the research is basically of two types.

 ·Basic Research
 ·Applied Research

“Basic Research is that intended to expand the body of knowledge in a field or to

provide knowledge for the others.”

“Applied Research is carried out for solving of a particular problem or for guiding a
specific decision, and usually its results are private.”

So Basic Research is generally for common purpose and Applied Research is for
specific purpose.”
Here the nature of the research is basic. The sources for data collection are both
primary and secondary data sources.

Among four types of survey methods I have chosen the appropriate one that suited my
research objectives. I have chosen the personal survey techniques. From the personal
techniques I have selected Mall Intercept Technique.
According to this technique I have needed to go directly to my sample unit and got the
questionnaires filled.
I have chosen it because it has higher Flexibility for Data Collection, Diversity of
Questions, Response Rate, and Social Desirability. And also it is higher in Control of
Data Collection Environment and Moderate use of Physical Stimuli.
Questionnaire development:
First of all I have given the introduction. I have just introduced myself and the reasons
why I am collecting data. Then I have given assurance that your information will be kept
confidential. I have gone for screening and then I have prepared the body of the
questionnaire. Lastly I make respondents profiles. Questionnaires have been structured
questionnaires based on non comparative scales techniques.

Sampling Technique:
In case of my research my target population has been the students, professors,
research scholars and workers of Maharshi Dayanand University, Rohtak. The students
and other people who are using the mobile connection or intended to purchase the
mobile connection have been sample unit. I have conducted my research through non-
probability sampling techniques and among non-probability sampling techniques I have
gone for convenience sampling technique. Most importantly as it is an academic
research it lacks money and time.
That’s why for administering this research, the sample size is 100. Then I have carried
out the research by myself very efficiently and accurately to come to an end with a
solution of the marketing research problem statement.

Field Work:
Field work is a general descriptive term for the collection of raw data. In the professional
research, research firm use its own people or external people to collect data for the
sample. Since it is an academic and individual research I myself have to go and collect
the data from the respondents. I have gone to the people in the MDU, Rohtak and get
the questionnaires filled.

Sample Size:
During the project study I attached to near about 100 people of MDU, Rohtak. These
people belongs to the different departments.

1) The area selected is assumed to represent whole universe of Indian rural telecom
2) Data collected are assumed to be bias free from side of respondents, interviewer or
any other mediaries.
3) Whole research and analysis part based on data collected is carried out under
unbiased environment and without any influence of any factor which can lead to
deviation in result.

Sample Size : 100
Sample Frame : Maharshi Dayanand University, Rohtak
Sampling Method : Simple Random Sampling
Constraints : Time, No. of respondent, Biased opinion
Sampling Error :
 Response - 88
 Non-Response - 12
Survey : Questionnaire

3.5) Obsevation:

1. Age and Gender :

Normally consumers’ needs and wants change with age. There are certain types of
mobile connection which attract different types of aged people as well as different sex.
There are some mobile connections which are adopted by males and there are some
mobile connections which get adopted by females.

Age Group Number of Subscribers Percentage

15-25 38 43.18
25-35 34 38.64
35-45 10 11.36
45+ 6 6.82
Total 88 100
Chart 3.1

Total Samples (Age Group) - in Years


38.64% 35-45

According to the above bar diagram, among 100% respondents, these respondents
have informed their choosing factor for purchasing mobile connection. Form their
responses I will be able to understand the various aspects of my research topic.
Gender Number of Subscribers Percentage
Male 46 52.27
Female 42 47.73
Total 88 100

Total Sample (Gender wise)

50.00% 52.27%
Total Sample (Gender wise)
47.00% 47.73%

Male (46) Female (42)

Chart 3.2
According to the Graph the majority of the respondents are male. Among 100%
respondents, male is 52.27% and female is 47.73%.
2. Marital Status:
Consumption and expectations on mobile from consumers changes according to the
marital status. The consumption tactics of consumer depends on how they handling
their relations. Single & married perceptions are different from each other.

Total samples (Marital Status)

Marital Status No. of Subscribers Percentage

Single 56 63.64
Maried 32 36.36
Total 88 100

Total Sample (Marital Status)


60.00% 63.64%

40.00% Total Sample (Marital Status)




Single (56) Maied (32)

Chart 3.3

According to the Graph the majority of the respondents are single. Among 100%
respondents, single is 63.64% and maried is 36.36%.
3. Working Status:
The purchasing behaviors depend on the occupation of the individuals. For my research
I am simply interested about professors, students, research scholars and other workers.

Occupation No. of Subscribers Percentage

Professors 8 9.10
Research Scholars 20 22.72
Students 32 36.36
Others 28 31.82
Total 88 100

Total samples according to working status


22.72% Professors (8)
Research Scholars (20)
Students (32)
36.36% Others (28)

Chart 3.4

Among 100% respondents 9.10% are Professors, 22.72% are Research Scholors,
36.36% students and 31.82% are other workers.
4. Educational Qualification:

Qualification No. of Subscribers Percentage

Under Graduate 22 25
Graduate 38 43.18
Post Graduate 20 22.72
Others 8 9.10
Total 88 100

Total samples according to educational status 25% Subscribers are UG,

43.18% are Graduate, 22.72% are Post Graduate and 9.10% are having
extra Other Qualifications.

Total samples according to educational status

Under Graduate (22)
Graduate (38)
Post Graduate (20)

43.18% Others (8)

Chat 3.5
5. Service Provider:
Service provider No. of Subscribers Percentage
Airtel 18 27.27
Vodafone 24 20.45
Idea 16 18.18
Jio 11 12.50
RCom 6 9.10
BSNL 8 6.82
Tata Docomo 4 4.54
Others 1 1.14
Total 88 100

Total Service Provider

Total Service Provider

Vodafone (24)
Airtel (18)
9.10% 27.27% Idea (16)
Jio (11)
12.50% BSNL (8)
RCom (6)
20.45% Tata Docomo (4)
18.18% Othes (1)
Time Spend :
Time spend with mobile connection shows how much customer is satisfied with their
connection. This shows the level of post purchase services of telecom giants.

Time Spend No. of Subscribes Percentage

0 – 0.6 Year 8 9.09
0.6 – 1 Year 10 11.36
1 – 1.5 Years 12 13.64
1.5 - 2 Years 12 13.64
2 – 2.5 Years 16 18.18
2.5 - 3 Years 12 13.64
3+ Years 18 20.45
Total 88 100

Total time spend by subscribers

11.36% 0 – 0.6 Year (8)
0.6 – 1 Year (10)
13.64% 13.64% 1 – 1.5 Years (12)
1.5 - 2 Years (12)
2 – 2.5 Years (16)
2.5 - 3 Years (12)
3+ Years (18)

Chart 3.7
7. Buying Decision:
This particular question helps me to identify companies current marketing strategies
position. According to the answers companies can identify the segments by that they
have for purchase intent.

Purchase For No. of Subscribers Percentage

Self 32 36.36
Children 18 20.45
Spouse 12 13.64
Parents 16 18.19
Friends 10 11.36
Total 88 100

Total Purchase influence factors of subscribers

Total Purchase influence factors of


18.19% Self (32)
Children (18)
Spouse (12)
Parents (16)
20.45% Friends (10)

Chart 3.8
8. Advertising Media:
This particular question targets the medium of advertisement shows which medium
stands where according to awareness towards consumers.

Affect of Advertisement on Telecom Purchase

Type of Media No. of subscribers Percentage

Print Media 10 11.36
Radio & TV 18 20.45
Word-of-Mouth 16 18.19
Internet 32 36.36
Road side 12 13.64
Total 88 100

Affect of Advertisement on Telecom


36.36% Road side Advetisement (12)
Print Media (10)

20.45% Radio & TV (18)

Word-of-Mouth (16)
Internet (32)

Chart 3.9
9. Monthly Investment:
Monthly Money spend No. of Subscribers Percentage
0-250 Rs 18 20.45
250-500 Rs 24 27.27
500-750 Rs 11 12.50
750-1000 Rs 16 18.19
1000-1250 Rs 8 9.10
1250-1500 Rs 7 7.95
1500+ Rs 4 4.54
Total 88 100

Monthly investment on phone


7.95% 20.45%
0-250 Rs (18)
250-500 Rs (24)
500-750 Rs (11)
750-1000 Rs (16)
1000-1250 Rs (8)
12.50% 1250-1500 Rs (7)
1500+ Rs (4)

Chart 3.10
10. Online Payment
Online Payment No. of Subscribers Percentage
Yes 64 72.73
No 24 27.27
Total 88 100

Online payment statics


Yes (64)
No (24)

Chart 3.11
11. Market Competition

Market competition state according to customers

Choice in Market No. of Subscribers Percentage
No Choice 8 9.09
Enough choice 44 50
Some Choice 24 27.27
Can’t Say 12 13.64
Total 88 100

Market competition state according to


Market competition state
according to customers

No choice (8) Enough Choice some Choice Can't Say (12)
(44) (24)

Chart 3.12
12. Port Choice:
Choice of Selection No. of Subscribers Percentage
Airtel 12 13.64
Vodafone 12 13.64
Jio 22 22.72
RCom 2 2.28
BSNL 5 5.68
Tata Docomo 3 3.42
Idea 10 11.36
Others 2 2.28
No Change 20 22.72
Total 88 100

Preference to alternatives

Preference to alternatives
25.00% 25.00% 22.72%

15.00% 13.64%
5.68% 3.40% Preference to alternatives
5.00% 2.28% 2.28%


Chart 3.13
 22.72% of customers not interested in changing their service providers. This is a
positive sign for companies. More the consumer satisfied more they became
loyal to company.
 Jio has other positive signs as most (25%) want to switch over to it. So this may
increase it’s market share in near future.
13. Wait in Customer Care:

Time No. of Subscribers Percentage

0-2 minutes 32 36.36
2-4 minutes 28 31.82
4-6 minutes 20 22.72
6-8 minutes 6 6.82
8+ minutes 2 2.28
Total 88 100

Time Chart

20 20
Time Chart


5 6

0-2 mins 2-4 mins 4-6 mins 6-8 mins 8+ mins

Numer of subscribers are on Y-axis while time is given along X-axis.

Chart 3.14
14. Epectations:
Expectations No. of Subscribers Percentage
Price 28 31.82
Voice Clarity 8 9.10
Network 20 22.72
Good Services 32 36.36
Total 88 100

Expectations with service provider

36.36% Price
Voice Clarity
good Services


Chart 3.15
15. Purpose of Buying:

For the Purpose No. of subscribers Percentage

Astrology 10 11.36
General News 12 13.64
Sports News 20 22.72
Breaking News 24 27.28
Business News 12 13.64
Entertainment 10 11.36
Total 88 100

Purpose of Buying

11.36% 11.36%

13.64% 13.64% Astrology

General News
Sports News

22.72% Breaking news

Business News

Chart 3.16

4.0) Hypothesis
1. Customers are self driven while purchasing a mobile connection.
2. Internet is the most effective advertisement medium which influence the
customer to purchase a mobile connection.
3. Radio and Television is the most effective advertisement medium which influence the
customer to purchase a mobile connection.
4. There is Enough Choice in the market for telecom service providers.
5. Vodafone is most trusted brand.
6. Customers are switvhing towards Jio.

4.1) T – Test
H0 - Null Hypothesis
H1 - Alternative Hypothesis
S - Standard Deviation
- Significance level
df - Degree of freedom

H0 - Customers are self driven while purchasing a mobile connection.
H1 - Other factors drive customers to purchase a mobile connection.

The significance level is (= 0.05

Using the data in our database, calculate the test statistic.

Sample Size 88
Sample Mean 17.6
Standard Deviation 8.648
Standard Error 3.867
Null Hypothesis 32
Level of Significance 0.05
Degree of Freedom 87
Calculated T-test Value 3.723
Table T-test Value 1.99
Decession Null Hypothesis Accepted

H0 - Internet is the most effective advertising medium which influence the customers for
purchasing a mobile connection.
H1 - Other factor are the most effective advertising medium which influence the
customers for purchasing a mobile connection.

Sample Size 88
Sample Mean 17.6
Standard Deviation 8.648
Standard Error 3.867
Null Hypothesis 32
Level of Significance 0.05
Degree of Freedom 87
Calculated T-test Value 3.723
Table T-test Value 1.99
Decession Null Hypothesis Accepted

H0 - Radio and TV are the most effective advertising medium which influence the
customers for purchasing a mobile connection.
H1 - Other factor are the most effective advertising medium which influence the
customers for purchasing a mobile connection.

Sample Size 88
Sample Mean 17.6
Standard Deviation 8.648
Standard Error 3.867
Null Hypothesis 18
Level of Significance 0.05
Degree of Freedom 87
Calculated T-test Value 0.103
Table T-test Value 1.99
Decession Null Hypothesis Rejected

H0 - There is enough choice in the telecom market.

Sample Size 88
Sample Mean 22
Standard Deviation 16.165
Standard Error 8.082
Null Hypothesis 44
Level of Significance 0.05
Degree of Freedom 87
Calculated T-test Value 2.721
Table T-test Value 1.99
Decession Null Hypothesis Accepted
H0 - Vodafone is the most trusted brand.

Sample Size 88
Sample Mean 11
Standard Deviation 7.801
Standard Error 2.758
Null Hypothesis 24
Level of Significance 0.05
Degree of Freedom 87
Calculated T-test Value 4.713
Table T-test Value 1.99
Decession Null Hypothesis Accepted

H0 - Customers are switching towards Jio.

Sample Size 88
Sample Mean 9.077
Standard Deviation 7.529
Standard Error 2.509
Null Hypothesis 22
Level of Significance 0.05
Degree of Freedom 8
Calculated T-test Value 4.307
Table T-test Value 1.99
Decession Null Hypothesis Accepted
4.2 Total Analysis

Nowadays telecommunication sector is very competitive. Here every telecom company

has to strive to get the prospects as many as possible. Every company uses different
tools to persuade the target markets to buy the products. They conduct market research
very often to know about the choices of the target markets. I also come up with
important findings after conducting this research:
 Customers are self driven while purchasing a mobile connection.
 Internet is the most effective advertisement medium which influence the
customers to buy a mobile connection.
 Radio and TV are not the most effective advertisement medium which influence
the customers to buy a mobile connection.
 There is enough choice in telecom service market for the subscribers.
 Vodafone is the most trusted brand.
 Customers are switching towards Jio.

The target markets are influenced by Promotional activities for purchasing behaviors of
mobile connection. But target markets are not basically concerned about Celebrities for
buying the mobile connection. They do not get influenced by promotional activities
which include classical conditioning rather they get influenced by the promotion which
include operant conditioning. They give less importance on promotional activities than
other marketing mix such as products, distribution, price, process etc. The target
markets of the telecom industry seriously think of the tariff and put more importance on
the tariff than any other factors. They can even tolerate interrupted network service to
some extent as they put more importance on the tariff than network. They have chosen
tariff as a most important factor to by mobile connection than brand image.
Target markets do value complementary products’ availability. Target markets have
chosen availability of complementary product over network. It means that the target
markets go for that product which complementary are widely available regardless the
network condition. According to target markets network is important factor to purchase
the mobile connection but not as important as tariff. But target market put importance on
network than brand image. Customers seriously consider the word of mouth. They
rather prefer it than any promotional activities. After sale Services and value added
services are the important factor to target market for purchasing the mobile connection.
Target markets generally think of switching cost before purchasing a particular mobile
connection. One interesting finding is that target markets do not generally concerned
about Brand image.

After relating occupation with other important marketing research question the
following findings has been found-
 Among respondents are the most sensitive towards to tariff price
 Students value the celebrities for purchasing the mobile connection.
 Students and Research Scholars are concerned and value the brand image
for purchasing the mobile connection.
 In case of word of mouth, Students, Workers and Research Scholars value it for
purchasing the mobile connection.
 Research Scholars, Students and Workers are highly influence by any discount,
free sampling, rebate for purchasing the mobile connection.
 Professors are most concern about network for purchasing the mobile
Company wise Analysis
1. Most of the company’s customers are driven through the ads on Television and Print
Media. So more focus on these medium will beneficial.
2. 12 out of 88 customers want to switch to other operators and 18 out of 88 are already
in it. So good positive signs to company.
3. Customer wants affordable price, good services and network availability.
4. Company should focus on news alerts related to Sports, Entertainment and Business.
5. Fair chances in Broadband Services.

1. Most trusted Mobile brand in university. As 27.27% customers trust the brand.
2. Most popular in Age group of 25-35.
3. Zoo Zoo magic works in University. Satisfaction of customers is strength to the
4. Customers have expectations in price, network and good services are coming as a
priority and can be a major factor in near future.
5. Jio is a big threat to company as it growing fast in price war period.
6. Like others Entertainment is a most revenue generating VAS.

1.In the University it is the most loved GSM operator. Popular in each age group and in
every working status sample.
2. Customer wants better services from the company as 9 out of 16 has expectations of
Good Services.
3. Some times Customer care may frustrate customers.
4. Sports and Entertainment as VAS generating high revenue

4. JIO

1. Gaining the customers faste than any other service provider.

2. 4G services prove a big boost in gaining customers.
3. Lowest call and data rate making it most popular in little time.
4. 22 out of 88 people wants to switch in it. That’s shows its brite future in industry.

5. RCom
1. Television and word of mouth working to boost sale.
2. Entertainment as a VAS generating good revenue.
3. Customers are price conscious so there should be a tight eye on it. This the feature
attracting most of the customers.

1. Not popular in the age group of 10-20.
2. Most popular in higher age group.
3. Brand endorsement is working for company (Most influenced by television ads).
4. Mostly used for Broadband Services.
5. Voice clarity in between the calls is a issue company should focus.
6. Need to enhance VAS
7. Switch over to other operators is a threat to company

1. Not a good presence in the university. But arrival of new service operators may
change the current scenario.
2. Television, Print media and Radio should be focused as advertisement medium.
3. As low prices boost Reliance Communication market in the city TATA Teleservices
should catch this opportunity as they are the initiator of the price war in the country
After talking to decision makers, taking interview of experts I have developed a
management decision problem statement. Then I have developed Marketing research
Problem. And from the marketing research problem I have identified some factors that
influence the behaviors of mobile connection. The specific components have been-
Marketing process, Technology, service ability switching cost etc. I have developed the
research questions and finally I have developed the Hypotheses from the research
question. Then I have gone for Descriptive research and among different descriptive
researches I have taken single cross-sectional design. And among deferent methods I
have chosen in-home survey method. My target population has been the citizen of the
Dhaka city who are a customer or future prospects of mobile connection. The sampling
technique I have used has been convenience sampling technique. I have used Likert
scaling technique and finally I have analyzed one sample t test and cross tabulation to
relate two variables. Then I have carried out the research.
After analyzing the hypotheses I would like to offer some recommendation to influence
the decision of mobile purchasing of the target market.

1) The operator should focus on the tariff because target markets are still concerned
about tariff than any other factors for purchasing mobile phone. Tariff is still the most
dominant factor for purchasing the mobile connection.
2) Among different types of promotional techniques, target markets value the
promotions those contain operant conditioning. Target markets put more importance on
promotional activities that contain operant conditioning than those contain classical
conditioning such as celebrities. So mobile operator must keep on providing rebates,
discounts, free offer etc.
3) The brand image is still less important to target markets than tariffs. So the mobile
operator must build strong brand image so that target markets do not think much about
4) The complementary products must be available.
5) Network is also concern of the target markets. But target market can consider some
disruption for the lower tariff.
6) Word of mouth influence the purchasing behavior of the target market so mobile
operator should adopt some tactic to promote word of mouth promotion.
7) Mobile phone operators should launch multiple promotional activities to attract or
meet different needs of different segment. They can go for promotion with operant
conditioning for students or housewives segment to force them to buy the products.
8) Mobile operator can highlight the brand image for its products to students and private
service holders as students and private service holders value brand image for
purchasing the mobile phone.
Companies should be careful while selling product to the segment of public
service holder because they are most price sensitive customer among the target

1) Reports
a. TRAI 2015-16
b. Telecom Sector annual report 2015-16
c. Department of telecommunication Govt. of India Annual Report 2015-16

2) Articles
a. Business Standard
b. Times of India
c. Idea press release
d. Airtel press release
e. RCom press release
f. The Economic Times

3) Websites
 www.wikipedia.com
 www.trai.gov.in
 www.dot.gov.in
 www.coai.com
 www.ideacellular.com
 www.airtel.in
 www.vodafone.in
 www.rcom.co.in
 www.teleservices.com
 www.jio.com
 www.bsnl.co.in
 www.mtnl.net.in
 www.tatadocomo.com
 www.mtsindia.in
 www.aircel.com
List of Abbreviations used

3G Third Generation
4G Forth Generation
BSNL Bharat Sanchar Nigam Limited
CDMA Code Division Multiple Assay
COAI Cellular Operators Association of India
DoT Department of Telecommunication
GPRS General Packet Radio Service
GSM Global System of Mobiles
MTNL Mahanagar Telephone Nigam Limited
NGN Next Generation Network
QoS Quality of Service
SMS Short Messaging Service
TRAI Telecom Regulatory Authority of India
VAS Value Added Services