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2009-2010
COMP60990 Research Methods and Professional Skills 75296660 Prof. Christopher Holland
2009-2010
ABSTRACT
A research is being conducted towards the completion of a dissertation on the topic INTERNET MARKETING: INDIAN TELECOM SECTOR. The aim of this research is to carry out an in-depth analysis of the online market for mobile phone services in India. This involves application of the Internet marketing framework to two major competitors for the assessment of the contribution of Internet Marketing towards the organizations Business effectiveness, Marketing effectiveness and Internet effectiveness. Following this a competitor analysis will be done to monitor the use of e-commerce in order to acquire and retain customers. The significance of Internet Marketing in context of the overall marketing strategy of the companies will also be assessed to understand the importance of the Internet as a marketing channel. The research will also include a global comparison of the Indian scenario with that of the UK and USA telecom sector.
This research requires the analysis of both qualitative and quantitative data which will be a combination of secondary data, independent research and interview data.
The Deliverables of this research will be a report covering the analysis of the growth and development of the online market, general market trends, a profile of each companys performance and Internet Marketing Strategy and a forecast of the future likely developments including new technology innovations.
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Declaration
No portion of the work referred to in this report has been submitted in support of an application for another degree or qualification of this or any other university or other institute of leaning.
Copyright
i. Copyright in the text of this report rests with the author. Copies (by any process) either in full, or of extracts, may be made only in accordance with the instructions given by the author. Details may be obtained from the appropriate Graduate Office. This page must form part of any such copies made. Further copies (by any process) of copies made in accordance with such instructions may not be made without the permission (in writing) of the author.
ii. The ownership of any intellectual property rights which may be described in this report is vested in the University of Manchester, subject to any prior agreement to the contrary, and may not be made available for use by third parties without the written permission of the University, which will prescribe the terms and conditions of any such agreement.
iii. Further information on the conditions under which disclosures and exploitation may take place is available from the Head of the School of Computer Science.
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Table of Contents
1. Introduction and Overview...............................................................................................................1 1.1. Research Focus..........................................................................................................................2 2. Literature Review.............................................................................................................................3 2.1. Internet Marketing.....................................................................................................................3 2.2. Online Marketing Domains.......................................................................................................3 2.3. Internet Marketing benefits for Marketers................................................................................4 2.4. 6 Cs of Internet Marketing.......................................................................................................5 2.5. Internet Marketing Strategy Framework...................................................................................6 3. Research Methodology.....................................................................................................................8 3.1. Project Plan................................................................................................................................8 3.2. Potential Problems.....................................................................................................................9 3.3. Importance of Research.............................................................................................................9 4. Background and Initial Data Results..............................................................................................10 4.1. Historical Background.............................................................................................................10 4.2. The Story of Growth................................................................................................................12 4.3. Regulatory Framework............................................................................................................13 4.4. Market Structure......................................................................................................................13 4.5. Services Provided by the Telecom Sector...............................................................................14 4.6. Market Data: Performance Indicators.....................................................................................15 4.6.1. Data Interpretation..........................................................................................................16 4.7. Competition Overview............................................................................................................18 4.8. Conclusion...............................................................................................................................19 5. List of References...........................................................................................................................20 6. APPENDIX
List of Figures
Figure 1. Online Domain......................................................................................................................................3 Figure 2. Market and Product Strategy Grid.........................................................................................................4 Figure 3. Internet Marketing Strategy Development Framework.........................................................................6 Figure 4. Regulatory Framework........................................................................................................................13 Figure 5. Telecom Circles in India......................................................................................................................13
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Figure 6. Wireline Market Shares Dec 09...........................................................................................................14 Figure 7. Market Shares GSM and CDMA.........................................................................................................15 Figure 8. Subscriber Growth...............................................................................................................................15 Figure 9. Trends in Overall Subscriber Growth And Teledensity in India (2008-09) ...................................................................................................16 Figure 10. Composition of Telephone Subscribers.............................................................................................17 Figure 11. Market Share: Rural and Urban ........................................................................................................17 Figure 12. Composition of Wireless and And Wireline subscribers in India (2008-09)....................................................................................17 Figure 13. Wireless Subscribers and Teledensity...............................................................................................17 Figure 14. Wireline Subscribers and Teledensity...............................................................................................17 Figure 15. Wireless Subscription: GSM vs. CDMA...........................................................................................18
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The Indian Telecom Sector is the fastest growing Telecommunications market in the world and hence the centre of everyones attraction today. Supporting 621.28 Million subscribers, it is the third largest in the world and second largest in terms of wireless connections (Source: Telecom Regulatory Authority of India, Press Release 20/2010). This sector has undergone major transformations through significant reforms, initiated by the Government of India, which started in the 1980s. Today the sector boasts an exceptional growth rate with about 15 million new subscribers added to the telecom subscriber base every month (Source: TRAI). The mobile phone market in India is dominated by certain key players. The tremendous growth in this sector can be attributed to the efforts of The Department of Telecommunications of India, which is striving hard to provide world-class infrastructure, at globally competitive tariffs. Major reforms have been taken to increase the teledensity by extending the connectivity to the unconnected rural India and hence their efforts to reduce the digital divide have made India the most attractive telecom market in terms of foreign investments. In addition to this, the Information Technology advancements and innovations in India have landed it among the top 10 Internet using nations of the world with 52 million active internet users. (Source: www. ComScore.com, Economic Times Exclusive: annual survey by market research agency IMRB and Internet and Mobile Association of India). As such this scenario provides a huge opportunity for the Telecom companies in India to escalate their online presence and exploit the potential of the unconventional INTERNET MARKETING strategies to their advantage. The Internet is believed to be the most transforming invention in the human history and rightly so. Internet today has changed everything- our style work, the way we learn, way of playing, the way we communicate and most significantly the way we do business. The factor that has enabled this is the ease of accessibility of the internet anywhere any time. With most of the mobile companies now providing mobile internet, anything in the world is now just a click away. Moreover with about 27% of the worlds population online (Source: http://www.internetworldstats.com/stats.htm), we can only begin to imagine the huge potential Internet has to offer for the businesses to market their products and services. The cut-throat competition clubbed with the dynamic market conditions has made Internet Marketing a business imperative because the Internet is an indefeasible trend. Under the existing circumstances a business that follows only the traditional and conventional marketing methods is bound to lose valuable customers without an online presence. People normally search for products and services with their computers and if a business is not on the web the usual perception is that it cannot be trusted and they are more likely to choose another company to do business with.
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2. LITERATURE REVIEW
2.1. INTERNET MARKETING
The economies across the world are witnessing an era of rapid globalization and this has opened vast opportunities for businesses around the world. More opportunities result in higher competition and to survive it the firms need to improve their performance and be better than the best. Such a scenario forces the firms to find unique ways to create their ground in the market and to make their presence felt. Thanks to the various digital technologies this task doesnt seem so daunting anymore. The information superhighway consisting of digital telephone networks, interactive TV (ITV), mobile phones and most importantly the Internet allow the marketers to reach and interact with consumers on a local, regional and global basis. (Paul, 1996). According to Philip Kotler, the online marketing is the fastest growing form of direct marketing. The customers perception of convenience, price, product information and service has been significantly affected by the internet and modern marketing requires businesses to be committed to customer orientation (Jaworski and Kohli, 1993). Therefore a substantial web presence is absolutely essential for all the companies today. So, What is Internet Marketing? (Chaffey et.al, 2003) defines Internet Marketing as The use of Internet and the related digital technologies to achieve marketing objectives and support the modern marketing concept. These technologies include the Internet media and other digital media such as wireless mobile, cable and satellite media. Basically the companies should have a website and make use of search engines, pop up ads, banners, E-mail, links, and web 2.0 which includes social networks, blogs, wikis, podcasts, videocasts, forums and RSS feeds. This will help the companies to generate trust and loyalty among the customers and will help them in maintaining their customer relationships. A research conducted by a student at The University of Manchester develops a framework that shows how the customer satisfaction is directly influenced by the website design and its information content. (Elia, 2008)
Targeted to business
Initiated by consumer
C2C Consumer-to-Consumer
C2B Consumer-to-Business
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The B2C online marketing domain is the most famous one. It deals with the selling of the goods and services directly to the customers. People are ready to buy anything online. Products ranging from the very cheap compact discs to the high street fashion brands are available at the click of a mouse. The organizations such as DELL and Amazon fall under this category. According to Philip Kotler and Gary Armstrong the B2B Online marketing Uses B2b websites, e-mail, online product catalogs, online trading networks and other online resources to reach new business customers, serve current customers more efficiently and obtain buying efficiencies and better prices (Kotler and Armstrong, 2008). In this domain apart from selling their products companies also develop relationships with the business customers and in some cases they even customize their websites for individual clients. C2C online marketing is the online exchange of goods and information between final consumers (Kotler and Armstrong, 2008). The classic example of this domain is EBay. Its success in the C2C market is now pulling in businesses who find it the perfect platform for liquidating their excess inventory. Apart from this the C2C market also consists of information sharing. The consumers communicate with each other by means of the web 2.0 suite. The most commonly used means being the blogs and forums which can be either commercial or non-commercial. Many companies use these blogs to research about their target customers because often they indicate the consumers preferences, likes and dislikes. Some even set up their own blogs and use them to reach the fragmented audiences. Finally, the C2B domain includes Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. (Kotler and Armstrong, 2008). This domain involves the communication that is initiated by the customers. The consumer uses the company website to search for an item, initiate the transactions, ask questions, give suggestions and get feedback.
New Market Development Market Existing Market Penetration Existing Product Figure 2. Market and Product Strategy grid (Source: Chaffey et al., 2003) Page | 4 Product Development New Diversification
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The Market development and the Market Penetration provide a more conservation approach to the use of Internet whereas; Diversification and Product Development are innovative in nature. The Market penetration strategy represents a conservative use of the internet where it is used to sell the existing products into the existing markets. This can be done by online advertisements by using the various online promotion techniques which include banner advertisements, pop ups e.t.c. this strategy mainly focuses on increasing the awareness of the product and the company among the customers. In the Market Development strategy, the internet is used to develop a new market for an existing product. This strategy takes the advantage of the low advertising cost and the global reach of Internet. The Product Development strategy aims at developing new products and services for the existing market and using the Internet for their delivery.
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Figure 3. Internet Marketing Strategy Development Framework Source: Chaffey et al. 2003
This framework shows that the Internet marketing strategy is developed with the help of inputs from the environment analysis and the overall marketing plan. This strategy should consist of clearly defined goals. Once the strategy is in place the next step is to define the Internet marketing plan which consists of the details of creating and executing the online presence. After the creation of the site and the online promotions, it is important to monitor it continuously to make sure that the strategic objectives are being achieved. The strategy analysis can be used as a feedback to influence future strategies.
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Chaffey et al. (2003) states that, the analysis can be done by measuring the contribution of Internet marketing to the organisations: Business effectiveness- This is determined by measuring the web sites online revenue contribution and profitability and comparing that to the cost of producing updating and promoting the site. A costbenefit analysis is done. Marketing Effectiveness- these measures include Leads Sales Customer retention and loyalty Market share Brand enhancement Customer service
Internet Effectiveness- These measures access the success of the website and the characteristics of the visitors. According to Smith and Chaffey (2001) in Chaffey et al. (2003) the Key Performance Indicators (KPIs) are: Unique visitors- the number of separate, individual visitors who visit the site. Total number of visits to the website. Repeat visits- average number of visits per individual. Duration- average length of time the visitor spends on the website. Subscription rates- number of visitors subscribing for the services such as the newsletters. Conversion rates- percentage of visitors converting to subscribers. Churn rate- percentage of the subscribers withdrawing Click-through-rate (CTR) from banner adds or web link on another site.
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3. RESEARCH METHODOLOGY
3.1. PROJECT PLAN
The following objectives have been identified for this research: 1. Understanding the Indian Telecom market structure and identifying the scope of internet marketing for the same. 2. Applying the Internet Marketing framework to two major competitors. 3. Evaluation of the nature of online competition in context of the development of the overall market by using competitor analysis. 4. International comparison.
To achieve the first objective of the research I had to do some literature review. Business articles and academic papers were used to examine and understand the theories related to the topic being investigated. Both primary and secondary data has been gathered. The introduction of empirical data at the later stages of this research will also be required to effectively apply the Internet Marketing framework to the chosen companies. The project plan is developed to follow a systematic approach to achieve the objectives of this research within the given time frame. So far the main focus of this research has been literature review. Initially some general literature was consulted and this also included regular discussions with the supervisor. Once the objectives of the research were identified more specific literature was consulted to further understand the problem and the feasible domain of research. The Grey literature was used as the major source of such information. The literature review will be followed by Data Collection. The data will include the secondary data such as the industry intelligence data, and data regarding unique visitors from website sources such as ComScore.com and wireless intelligence. Primary data will also be collected by means of online surveys. The survey will intend to find the importance of online presence of the telecom company to the Indian customer. The data collected so far will be understood and will be used in formulating the interview questionnaire for the Telecom company representatives. The Interviews will be conducted and their response will enable me to understand the importance of the Internet Marketing strategies from the companys perspective. Once all the data from different sources has been collected, the data will be thoroughly analyzed and the findings of the research will be summarized in the form of outcome and recommendations. The research strategy will be the collection of primary and secondary data about the performance indicators of the Internet Marketing in the Indian Telecom sector and comparing them to the UK and USA statistics. The statistical data will be analysed using established frameworks and theories of Internet Marketing.
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Internet Marketing: Indian Telecom Sector The following figure shows the Gantt chart for the project plan:
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Before venturing into the Internet marketing strategies of the telecom companies an understanding of the Indian Telecom Sector and its market structure together with the regulatory framework surrounding it is important. To understand the market structure a research was done into the academic and grey literature and various topics were explored.
The Indian Telecom sector has achieved a phenomenal growth during the last few years and is primed to take a big leap in the future also. The chart on the following page shows the major milestones in the development of the Indian Telecom Sector over time.
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1947
All the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph All (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control.
The private sector was allowed in telecommunications equipment manufacturing. The 1980
1985
Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long longdistance service that would be its own regulator (separate from the postal system).
1986
Two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for owned international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.
1991
value added services were declared open to the private sector. value 1992
1994
A major breakthrough was the clear enunciation of the governments intention of liberalizing the telecom A sector in the National Telecom Policy resolution of 13th May 1994.
1999
New telecom Policy was formed. New formed.NTP-99 laid down a clear roadmap for future reforms, contemplating the 99 opening up of all the segments of the telecom sector for private sector participation.
2000
The Government of India corporatized the operations wing of DoT on 01 October 2000 and named it as Bharat The Sanchar Nigam Limited (BSNL).
Calling Party Pays (CPP) inttroduced. Calling 2004 For three months in a row India beats China for the number of subscribers added every month. For The turnover of the telecom sector in India increased by 4% to reach nearly USD 8 billion during last quarter The (Q4) of 2009 The sector is facing intensive price war among the various telecom companies operating in the country. The The revenue generated in Q4 of 2009 is less than the revenue generated in Q1 of 2009, although 133 million The new customers were added during this 9 month period.
2009
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Framework
Government bodies
Independent bodies
Telecom commission
TRAI
Figure 4. Regulatory Framework (Source: www.dot.gov.in; Official website Department of Telecommunications, Govt. Of India)
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Cellular services on the other hand are completely dominated by the Private Companies and they dominated account for 93.4% of the total Indian telecom subscriber base (Source: TRAI). This market in the Indian Telecom Sector is growing at a stupendous rate. There exists a division in the wireless market i based on the technology used i.e. Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). (CDMA).The GSM technology being the dominant among the two. This sector is dominated by the players like Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA Hutch, sector is dominated by Reliance and Tata Indicom. All these companies are striving hard to take the advantage of the low teledensity in India by extending their networks to the deepest most rural areas of the country. The Govt. of India has brought about reforms for the reduction in tariffs for airtime,
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national long distance, international long distance, and handset prices and this has driven demand demand. Cellular operators generate their revenue from the rentals and the long distance national and ls international telephony, which are there major growth drivers.
53.71%
Figure 7. Market Shares GSM and CDMA Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
300.49 206.83 22.81 1999 28.53 2000 36.29 2001 44.97 54.62 75.54 98.41 140.32
2002
2003
2004
2005
2006
2007
2008
2009
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A snapshot of the figures as on 31st December 2009 is shown in APPENDIX. A comparison is made with the figures of Sept-09 hence depicting the performance of the last quarter of the previous year. (Source: TRAI) The Telecom subscribers registered a growth rate of 10.4% growing from 509.03 Million in Sept-09 to 562.16 Million at the end of Dec-09. The overall teledensity has reached 47.88.
Figure 9.Trends in Overall Telecom Subscribers and Teledensity in India (2008-09) Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
The figures clearly show a divide between Urban-Rural subscribers and Wireless-Wireline subscribers.
The Urban teledensity 110.96 is very large as compared to the Rural teledensity of just 21.16. This indicates the huge potential Rural Telephony holds for the Indian Telecom Companies.
According to TRAI (Telecom Regulatory Authority of India) there have been 57% of total net additions in the urban areas as compared to 65% in the previous quarter. This implies there has been a rapid increase in the rural subscriptions. These subscriptions however have been in the wireless segment. The overall share of the rural subscribers has increased to 31% from 29.8% in Sept-09.
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Figure 10 Figure 11. Market Share: Rural and Urban Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
We can also see that the wireless market is very large as compared to the Wireline. The total wireless (GSM + CDMA) subscriber base has reached 525.09 Million bringing the wireless teledensity to 44.72. On the other hand the Wireline teledensity has gone down to 3.16 from 3.29 in Sept-09, indicating that more and more people of India are shifting from Wireline to wireless services.
Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
The figures indicate that within the wireless market the GSM subscription is growing at a faster rate and this has resulted in widening the gap between the growth rates of GSM and Page | 17
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CDMA. The TRAI Performance Indicator report of the last quarter of 2009 states that the growth rate of GSM is 5.6 times in comparison to CDMA and the GSM subscribers constitute 80.3% of the wireless market. These figures also direct us to the fact that although Reliance controls more than half of the CDMA market share, it has still a long way to go in terms of the overall wireless market.
Figure 15. Wireless Subscription: GSM vs. CDMA Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
The Internet and Mobile Association of India press release states that India has 52 million active mobile users. In context of the gigantic number of the telecom subscribers this numbers looks like a dwarf. Hence it would be interesting to see how far internet goes to suffice the marketing plans of the companies in India.
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4.8. CONCLUSION
Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return(Kotler and Armstrong, 2008).
The analysis of the data shows that as huge as the Indian Telecom market seems to be, it still has an enormous potential to grow and this can be attributed to the low teledensity in the country. The companies can explore the growth avenues like infrastructure sharing, enterprise telecom services, virtual private networks and most importantly rural telephony. All these avenues can be fully exploited only if the consumers are aware of the kind of services provided by the companies and this is possible by having a sound marketing strategy and the internet boom means that they need to have an online presence and use it in t he best possible way to attract customers.
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5. LIST OF REFERENCES
1. Ansoff, H. (1957), Strategies for Diversification, Harvard Business Review, September- October, 11324. 2. Bocij, P., Chaffey, D., Greasley, A. And Hickie, S. (2003), Business Information Systems. Technology Development and Management in E-business, 2nd edn. Financial Times, Prentice Hall, Harlow. 3. Chaffey, D., Mayer, R., Johnston, K., Chadwick, F.E., (ed) (2003), Internet Marketing. Strategy, Implementation and Practice. Financial Times, Prentice Hall, Harlow. 4. Department of Telecom (DoT), Ministry of India, Official Website, www.dot.gov.in 5. Dossani, R. (Ed.) 2002, Telecommunications reform in India. Quorom Books. 6. Elia, M., (2008), Internet Marketing, Website Design and Consumer Behaviour.
7. Jaworski, B., and Kohli, A., (1993), Market Orientation: Antecedents and Consequences, Journal of Marketing, July 53-70. 8. Kotler, Philip, Principles of Marketing/Philip Kotler, Gary Armstrong, (2008), 12th ed. Prentice Hall. 9. Panagariya, Arvind (2004). "India in the 1980s and 1990s: A Triumph of Reforms". 10. Paul, P., (1996), Marketing on the Internet, Journal of Consumer Marketing, 13, 27-39. 11. Smith, P.R. and Chaffey, D. (2001). E-Marketing: Excellence at the Heart of E-Business. Butterworth Heinemann, Oxford. 12. Telecom Regulatory Authority of India (TRAI), Official Website, www.trai.gov.in . 13. TRAI Press Release No. 20/2010, Telecom Subscription Data as on 31st March 2010, 26th April, New Delhi, India. 14. TRAI, Annual Report 2008-09. 15. TRAI, The Indian Telecom Performance Indicators, October-December 2009, 6th April 2010, New Delhi, India. 16. www.ComScore.com 17. www.internetworldstats.com/stats.htm
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APPENDIX
1. Telecom Data
Source: TRAI (The Indian Telecom Services Performance Indicators: October - December 2009)
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2. Regulatory Framework
The WIRELESS PLANNING & COORDINATION (WPC) Wing of the Ministry of Communications, created in 1952, is the National Radio Regulatory Authority responsible for Frequency Spectrum Management, including licensing and caters for the needs of all wireless users (Government and Private) in the country. It exercises the statutory functions of the Central Government and issues licenses to establish, maintain and operate wireless stations. WPC is divided into major sections like Licensing and Regulation (LR), New Technology Group (NTG) and Standing Advisory Committee on Radio Frequency Allocation (SACFA). SACFA makes the recommendations on major frequency allocation issues, formulation of the frequency allocation plan, making recommendations on the various issues related to International Telecom Union (ITU), to sort out problems referred to the committee by various wireless users, Sitting clearance of all wireless installations in the country etc. Source: http://210.212.79.13/
The Department of Telecommunications is part of the Ministry of Communications and Information Technology in the executive branch of the Government of India. It has been formulating developmental policies for the accelerated growth of the telecommunication services. The Department is also responsible for grant of licenses for various telecom services like Unified Access Service Internet and VSAT service. The Department is also responsible for frequency management in the field of radio communication in close coordination with the international bodies. It also enforces wireless regulatory measures by monitoring wireless transmission of all users in the country. Source: Wikipedia The Telecom Commission and the Department of Telecommunications are responsible for policy formulation, licensing, wireless spectrum management, administrative monitoring of PSUs, research and development and standardization/validation of equipment etc. Source: http://www.dot.gov.in/profile.htm Handles ad-hoc issues of the Telecom Industry.
Telecom Commission
Source: www.dot.gov.in
It is an independent Regulatory body. The main objectives of TRAI are to provide a fair and transparent policy environment, which promotes a level playing field and facilitates fair competition. In pursuance of above objective TRAI has issued from time to time a large number of regulations, orders and directives to deal with issues coming before it and provided the required direction to the evolution of Indian telecom market from a Government owned monopoly to a multi operator multi service open competitive market. The directions, orders and regulations issued cover a wide range of subjects including tariff, interconnection and quality of service as well as governance of the Authority. Source: http://www.dot.gov.in/osp/Brochure/Brochure.htm Set up under Section 14 of the Telecom Regulatory Authority of India Act, 1997 by TRAI (Amendment) Act, 2000 (hereinafter called the Act) to adjudicate disputes and dispose of appeals with a view to protect the interests of service providers and consumers of the telecom sector and to promote and ensure orderly growth of the telecom sector. Source: http://www.tdsat.nic.in/profile2.htm
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