1) 3CET report

3.1 3.2 3.3 3.4 3.5 Company Customer Competition Environment Technology

3CET REPORT

3.1) Company : ~
INTRODUCTION Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading public sector unit in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer's confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 48.11 Million GSM Capacity, more than 37382 fixed exchanges, 44966 BTS, 3140 Node B ( 3G BTS), 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of

the country. BSNL serves its customers with its wide bouquet of telecom services. BSNL is numero uno operator of India in all services in its license area. The company offers vide ranging & most transparent tariff schemes designed to suite every customer. BSNL cellular service, CellOne, has more than 49.09 million cellular customers, garnering 16.98 percent of all mobile users in its area of operation as its subscribers. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million DataOne broadband customers. The company has vast experience in Planning, Installation, network integration and Maintenance of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom Training Institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last financial year. The infrastructure asset on telephone alone is worth about Rs.630,000 million (US $ 14.37 billion). BSNL plans to expand its customer base from present 47 millions lines to 125 million lines by December 2007 and infrastructure investment plan to the tune of Rs. 733 crores (US$ 16.67 million) in the next three years. The turnover, nationwide coverage, reach, comprehensive range of telecom services and the desire to excel has made BSNL the No. 1 Telecom Company of India. BSNL Registered Office Bharat Sanchar Bhavan Harish Chandra Mathur Lane Janpath, New Delhi-110 001 BSNL Corporate Office Bharat Sanchar Bhavan Harish Chandra Mathur Lane Janpath, New Delhi-110 001

BSNLs POSITIONING IN TELECOM INDUSTRY To understand and suggest how strategic management can help BSNL the first thing is to understand the Telecom industry environment and the stakeholders involved. Apart from having to cope with the change in structure and culture (government to corporate), BSNL has had to gear itself to meet competition in various segments basic services, long distance (LD), and International Long Distance (ILD), and Internet Service Provision (ISP), and Mobile services. With the advent of competition the private operators have been impacting the strategic matrix by influencing regulatory bodies, adopting intelligent media strategies, and by targeting the creamy layer of customers. While, political control over the public sector remains a contentious strategic issue in the country; with the formation of a company, the internal strategy of the BSNL board will be of gaining considerable autonomy. Labour unions are powerful internal stakeholders, as are the middle managers/ other staff that have the primary responsibility for customer care. The following stakeholders diagram gives an insight about the changing telecom industry environment for BSNL A telecom giant called Bharat Sanchar Nigam Limited (BSNL) came into being last fiscal with the corporatization of the two arms of DoT, the Department of Telecom Services and the Department of Telecom Operations. The company has an authorized capital base of a whopping Rs 10,000 crore with a paid-up capital of Rs 5,000 crore. The company inherited 3,62,000 employees, a gross capital asset of

Rs 75,000 crore (as on 31 March 2000), market value of 2,50,000 crore, and a net worth of Rs 68,000 crore. BSNL performed very well in the first fiscal by netting a turnover of Rs 23,000 crore and registering a growth of around 13 percent. The performance is excellent considering the fact that tariff re-balancing for long distance was done twice in the same fiscal. Long-distance calls were reduced by 13 percent and tariff was further revised. Under this revision, a rate for a distance of 200 km within the same circle was brought down substantially. BSNL did exceptionally well on the deployment of DELs in the country. The company deployed 59.2 lakh lines against a target of 57.9 lakh lines. On the OFC and JFTC front, the company deployed 54,000 rkm and 583 lckm, respectively. On the microwave front, the company deployed 16,000 rkm against a target of 10,000 rkm. While most of the private service providers were unable to achieve their target on the VPT front, BSNL deployed 34,000 VPTs in every nook and corner of India and this year plans are on for deploying 143,000 VPTs in the country. Faults per 100 telephones per month came down to 14.6.

Administrative units BSNL is divided into a number of administrative units, termed as telecom circles, metro districts, project circles and specialized units, as mentioned below:

Training Institutions 1. Bharat Ratna Bhim Rao Ambedkar Institute Of Telecom Training, Jabalpur, Madhya Pradesh 2. National Academy of Telecom Finance and Management, Hyderabad 3. Telecom Factory, Bhopal 4. RTTC Ahmedabad 5. RTTC Trivandrum 6. RTTC, Indore 7. RTTC Jaipur 8. RTTC Pune 9. RTTC BHUBANESHWAR 10. RTTC CHENNAI 11. RTTC GUWAHATI [1] 12. RTTC HYDERABAD 13. RTTC LUCKNOW 14. RTTC MYSORE 15. RTTC NAGPUR 16. RTTC RAJPURA

Other Units 1. Telecom Stores 2. Telecom Electrical Wing 3. Telecom Civil Wing 4. T & D Circle

Present and future BSNL (then known as Department of Telecom) had been a near monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country (MTNL was present only in Mumbai and New Delhi). During this period BSNL operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily uinionised. As a result subscribers had to wait for as long as five years to get a telephone connection.The corporation tasted competition for the first time after the liberalisation of Indian economy in 1991. Faced with stiff competition from the private telecom service providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however, put the onus for the sorry state of affairs on the Government policies, where in all state-owned service providers were required to function as mediums for achieving egalitarian growth across all segments of the society. The corporation (then DoT), however, failed miserably to achieve this and India languished among the most poorly connected countries in the world. BSNL was born in 2000 after the corporatisation of DoT. The efficiency of the company has since improved. However, the performance level is nowhere near the private players. The corporation remains heavily unionised and is comparatively slow in decision making and implementation. Though it offers services at lowest tariffs, the private players continue to notch up better numbers in all areas, years after year. BSNL has been providing connections in both urban and rural areas. Pre-activated Mobile connections are available at many places across India. BSNL

has also unveiled cost-effective broadband internet access plans (DataOne) targeted at homes and small businesses. At present BSNL enjoy's around 60% of market share of ISP services.

3.2) Customer: ~
Bharat Sanchar Nigam Ltd (BSNL), the corporate version of erstwhile DOT, came to existence on 1st October 2000. Ever since the formation of BSNL, the Indian telecommunications scenario has been transforming itself into a multi-player, multi-product market with varied market sizes and segments. Within the basic phone service the value chain has split into Basic services, long distance players, and international long distance players. They are providing many types of services for their customers. They are purely devoted for their services and liabilities towards the customers.

Services provided by BSNL to customer:

BSNL provides almost every telecom service in India. Following are the main telecom services provided by BSNL:

Universal Telecom Services : Fixed wireline services & Wireless in Local loop (WLL) using CDMA Technology called bfone and Tarang respectively. As of December 31, 2007, BSNL has 81% marketshare of fixed lines.

Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile Telephone services using GSM platform under the brand name BSNL Mobile. As of March 31, 2007 BSNL has 17% share of mobile telephony in the country.

Internet: BSNL provides internet services through dial-up connection (Sancharnet) as Prepaid, (NetOne) as Postpaid and ADSL broadband (BSNL Broadband). BSNL has around 50% market share in broadband in India. BSNL has planned aggressive rollout in broadband for current financial year.

Intelligent Network (IN): BSNL provides IN services like televoting, toll free calling, premium calling etc.

CellOne
CellOne is a mobile phone service provided by the Indian public enterprise BSNL. It is the post-paid service of the BSNL. It offers host of value added services. CellOne is the one of the mobile operators in India to have a strong coverage from major cities to far flung villages. In a nutshell it covers each and every part of India, mainly the rural areas. CellOne gives all India roaming facility (including Delhi and Mumbai) and International roaming facility to more than 300 networks across the world. CellOne started their GPRS service on 2005. Using GPRS users can download songs and themes to their mobile phone and also connect to the internet using a laptop or pc. Bsnl cellone offers a very attractive rate on GPRS. There are 2 plans. 199 unlimited and 49 limited plan. with 199 plan a user can download unlimited data and browse unlimited. With 49 plan, users can download up to 5mb; thereafter download will charge 1 paise per kb.

In ALL major cities and towns CellOne provides EDGE services and more places are being covered To download cellone gprs settings users go to http://www.cellone.in and click on download gprs settings. Select the location and enter the phone number. You will be sent a password by SMS to your mobile phone. You can use this password to login, then choose the phone model. The cellone gprs settings will be sent to your phone shortly thereafter.

BSNL Mobile BSNL Mobile offers you a host of value added services and unmatched features not found in any other Cellular service As a proud subscriber of BSNL Mobile service you will stay in touch with your nears and dears any where in India because BSNL Mobile is the only Cellular service which is available in all major cities and covers all major highways. BSNL Mobile gives you all India roaming facility (including Delhi and Mumbai) and International roaming facility to more than 300 networks across the world.

Prepaid Mobile BSNL Mobile prepaid service offers you a host of value added services and unmatched features not found in any other Cellular service. All India roaming facility is also available on BSNL mobile prepaid service. Initial activation charges for Prepaid Mobile is only Rs. 200/and free talk value of Rs. 50/- is given to all subscribers. BSNL Mobile Pre paid cards are available in the denominations of Rs. 70,150, 300, Rs. 500, Rs. 1000 and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and 180 days respectively. Moreover, on any later date if you want to convert your BSNL Mobile pre-paid scheme to post paid scheme it can be done without paying any additional activation charge. The unutilized balance amount will not be adjusted in the post-paid scheme. (this conversion facility is subject to technical feasibility). A host of value added services are also available at very economical charges: Voice Mail Service Short Message Service (SMS) All India Roaming

 Call Forwarding(within same Service Area) Call Conferencing Call Waiting and Call holding facility Wireless Application Protocol(WAP): Surf WAP enabled websites on Internet using this service. Unified Messaging Services: Integrate your Mobile phone with the Internet and access your e-mails, faxes, voice mail etc on your mobile phone. To avail this service you can got to www.bsnlums.com. Get missed call alerts by sms - free of cost!

BSNL Broadband BSNL Broadband is a broadband internet service from state owned BSNL in India since 14 January, 2005. Until September 30, 2007 it was known as 'Data One' [1] BSNL is in the process of commissioning of a world class, multigigabit, multi-protocol, convergent IP infrastructure through Internet backbone-II (NIB-II), that will provide convergent services through the same backbone and broadband access network. The Broadband service will be available on DSL technology (on the same copper wire that is used for connecting telephone), on a countrywide basis spanning 198 cities. In terms of infrastructure for broadband services NIB-II would put India at par with more advanced nations. The services that would be supported includes always-on broadband access to the Internet for residential and business customers, Content based services, Video multicasting, Video-on-demand and Interactive gaming, Audio and Video conferencing, IP Telephony, Distance learning, Messaging: plain and feature-rich, Multi-site MPLS VPNs with Quality of Service (QoS) guarantees. The subscribe will be able to access the above services through Subscriber Service Selection System (SSSS) portal.

The Service will be given through the state of the art Multi Protocol Label Switching (MPLS) based IP Infrastructure, which is designed to provide reliable routes to cover all possible destinations within and outside the country. Layer 1 of the network will consist of a high speed Backbone comprising of 24 powerful Core Routers connected with high speed 2.5 Gbit/s(STM-16) links. The routers are located on the national DWDM network interfacing at STM-16 optical level to provide for high transmission speeds.MPLS VPN is a technology that allows a service provider like BSNL to have complete control over parameters that are critical to offering its customers service guarantees with regard to bandwidth throughputs, latencies and availability. The Broadband Service is available throughout India, in all cities, towns and even in main villages.

Customer Care :
Several Steps have been taken at BSNL to augment the quality of customer care to international standards. Access round the clock help at following toll free numbers Dataone Broadband '1600-424-1600' PSTN Call Center '1500' (in select states) Sancharnet Help Desk '1957'

 CellOne all India Help '9400024365' All BSNL Customer Service Centers (CSCs) now remain open on all seven days from 8.00 AM to 8.00 PM without any break for all activities. Cheque deposit machines have also been installed in many cities, so that customers can make payments 24X7 at their convenience. Customers can also make payments by cheque/Demand Draft to BSNL franchisees all over the country. With a view to simplify and offer customer friendly services, more than one Bfone connections can be applied on a single application form. Accordingly, a single demand note would be issued to the customer in respect of all the connections applied for. Shifting charges for local as well as all India shifting of fixed telephone (bfone) has been abolished. Pagers being given to outdoor staff in a phased manner for speedy rectification of faults. Majority of the local network is built up on jelly filled and OFC for trouble free service. Internal Distribution Points (DPs) being provided in the customer premises to eliminate the faults arising out of overhead wires. Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL) system for improving reliability of external plant.

 Remote Line Units (RLUs). Remote subscriber Units (RSUs) being provided extensively to reduce the long lengths of copper cables. Establishing call centers across the nation to provide single window solutions and convenience to customers. Countrywide Network Management & Surveillance System (NMSS) to ensure uninterrupted and efficient flow of telecom traffic. Application Forms for new connections have been made free of charge for all services. Procedure for restoration of telephones disconnected due to non-payment simplified and powers delegated to Secondary Switching Area (SSA) heads. Payment of telephone bills being received on Saturday and Sunday through cheques in City Telecom Offices (CTOs). More than one Public Call Office(PCO) permitted at the same premises. Various application forms and procedures being simplified for new telephone connections, shifting and third party transfer.

 A proper Public Grievances Redressed Mechanism has been

put in place in BSNL to resolve any issues customers may have.

3.3) Competition : ~
BSNL has very tuff competitor in Indian market. Reliance is most live competitor for BSNL. Bharti Airtel, MTNL and others are also there to give BSNL hard competition. Reliances plans for setting up a parallel telecom infrastructure has made BSNL very aggressive. It has announced an expansion plan of Rs 16,500 crore for upgrading its network . It also has cellular services plans in almost 300 cities. It is aiming to add around 68.3 lakh more lines. To provide more bandwidth to the user, the company is augmenting its long distance network by connecting more metros and large cities with high capacity DWDM systems. It is testing VoIP services in metro cites. It is also planning to increase the efficiency and bandwidth of network by going for distributed network where OFC is put to maximum use of comparison to PIJF. The focus next year will be on maximizing the revenue from the subscribers, by providing IN services in both basic and cellular as well as improving customer support services. Changing the attitude of employees in the highly competitive atmosphere is a task well cut-out for BSNL. The litmus test will be the response its cellular service gets

from the people, given the lackluster response to MTNLs services. If everything goes well, the company may well become the second Indian company after Indian Oil to enter the Fortune 500 club. BSNL's nearest competitor Bharti Airtel is standing at a customer base of 39 million. However, despite impressive growth shown by BSNL in recent times. Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBUs) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand.

3.4) Environment: ~
Modern Telecommunications network plays a key role in today's world and are required to be continuously operated even in the most adverse conditions. The Electrical Engineering Services in the buildings housing modern telecommunications network must perform to an exceptional degree of reliability so as to ensure that there are no breakdowns in the telecommunications system. The safety and well being of both the buildings , human inhabitants and its material contents including telecom equipment depend on the smooth and reliable operation of various Electro-mechanical services. Electrical Divisions came into existence in the erstwhile P&T department in 1963 to cater to the need for undertaking infrastructure electrical and mechanical works in-house rather than sourcing it from CPWD as per earlier practice. With bifurcation of P&T, the Electrical unit remained with DOT and with the Corporatisation, the Electrical unit has become part of BSNL. With the liberalization and opening of telecom sector to Private companies, the electrical unit is ready and equipped for its comprehensive role for optimising the electro-mechanical services and minimizing the energy cost. The electrical consumption alone,

accounts for around 20% of total operating cost and it is necessary that energy audit is conducted at regular intervals. This will further assume greater importance in the coming years as power supply gets privatised and competition to BSNL becomes effective. The strength of Electrical units, lies in its specialized manpower , who can undertake Energy Surveys and Energy audits. Energy Surveys comprises of two Parts: (i) Saving on account of power factor that includes the contractive demand v/s the actual, the tariff charge and the multiplying factor in the bill.i.e exploiting the tariff structure to the best advantage of user. (ii) Saving by way of optimum design layout and the equipment used.

Quality Policy:
Electrical Wing, BSNL avows to provide electro-mechanical services with Quality , speed and economy to all its customers and to ensure their continuous and reliable operation. We are committed to deliver defect free electrical services and will continuously improve our processes to meet the need to our customers.

Quality Objectives:
Original Electro-mechanical works : To work hard to provide quality electro-mechanical services, on time, so as to meet the customer's requirement.

 To make efforts through a constant dialogue with suppliers and involving of People at all level to remove all possible irritants during the execution of works. Our endeavor should be to achieve the above quality objective. Action should be taken in case of any deviation. To meet the BSNL Exchange Commissioning Programmes Information to be sent to respective CE[E] for Exchanges where the equipment is received or likely to be received within 15 days but electrical works not completed/ not likely to be completed. Acceptance testing shall be done for all works and relaxations, if any, shall be obtained from CE[E] / concerned CGM. For Administrative Buildings and Staff Quarters- Cases to be reported to CE[E] where electrical works are not likely to be completed along with building and buildings/ quarters not occupied due to non-completion of electrical works.

3.4) Technology: ~

WIFI and WiMAX Take off:

The recent introduction of Broadband services has enthused

the customers to that extent that now there is a demand for wireless access for broadband. Wireless Broadband Service provisioning has been defined by Institution of Electrical and Electronic Engineers (IEEE) under different categories. WiFi is the Standard that is enabling access to internet/broadband on wireless environment in a short range and WiMax Standard is for mobile internet access for long range of 10 to 40 Km. This article describes various standards prescribed for WiFi and WiMax and the characteristics. The advantages and other facilities offered are also dealt with. The tremendous potential of WiMax standard in delivering wireless access for various services like data at high speed, GSM backhaul and enterprise services to the high-end corporate customers is expected to bring in a new communication revolution in the years to come.

Wireless LAN Implementation:

In recent year, there has been a spurt in the data traffic

considerably. In fact, the data traffic in many countries has taken over the voice traffic. More countries are set to follow the trend. Internet

had primarily played the catalytic role for the high growth of data traffic. Omnipresence of Internet and its cost effectiveness has been the driving force for the explosive growth of data based services. Wireless technologies are developing at a faster rate and WiFi and WiMax services are on the envil including Wireless LAN in access network. This article presents an overview of Wireless LAN implementation.

Optical Evolution MPLS-Overview:

Todays communication networks and services are migrating to

a converged paradigm centered on IP (Internet Protocol). MPLS (Multi-Protocol Label Switching) has emerged as a key enabling technology for this migration. MPLS technology has proven its value for delivering new services while at the same time allowing migration from old to new networks. The requirement of multi-vendor, multitechnology control plane interoperability among major networking equipment vendors, and the service providers real world requirements open up opportunities towards operational readiness of MPLS/G MPLS for end-to-end connection management and the creation of differentiated service offerings. This has evolved into the scope of common control plane for IP and optical layers thus leading the way to next generation networks. This article presents an overview of optical MPLS evolution paving the way for next generation networks.

High Speed Downlink Packet Access:

As per release 5 of the third Generation Project (3GPP) WCDMA specification, High Speed Downlink Packet Access (HSDPA) is an enhancement for higher throughout and better spectrum efficiency on the downlink. It is also backward compatible with WCDMA. This article presents an overview of HSDPA.

Multiple Access Technologies for Next Generation Mobile Networks:

With the substantial increase of Internet users and with the

development of new services, high-speed access in the future generations of wireless systems is an important requirement. Consequently, broadband systems with bandwidths much wider than that of the 3-Generation (3G) systems are required for meeting future requirements. In this article, some fundamental technical concepts of the main multiple access schemes for wireless mobile systems are reviewed, and a path for the development for appropriate multiple access technologies for next-generation mobile networks, or socalled beyond 3G (B3G), is established. It starts with a review of the multiple access technologies in second and third-generation wireless cellular systems from historical and technical points of view, then listing the most important features of multiple access schemes in 3G mobile systems, and finally, concluding the article by reviewing the most promising multiple access technologies for B3G mobile cellular systems.

Bluetooth Wireless Technology:

Bluetooth is the first popular technology for short-range, and

ad-hoc networking that is designed for an integrated voice and data applications. This article provides the limpid overview of Bluetooth working, networking aspects and its operational states. A description on Bluetooth hardware modules has been presented innovatively in a categorized manner. In addition, Bluetooth protocol stack and Bluetooth profiles have also been discussed briefly. Finally, due considerations have been presented on Bluetooth security vulnerabilities and interference issues with Wi-Fi.

Broadband Access Technologies:

There is always increasing demand for higher capacity systems

and more bandwidth for new generation, hence new various types of access technologies for broadband have to be found for this exponential growth. Broadband service commonly is high speed internet related services more than 256 kbps to several mbps. There are many different broadband technologies both wired and wireless. BSNLs broadband service working under the brand name DataOne and MTNLs brand name under Triband. This article describes various types of broadband access technologies and BSNLs access network of broadband.