Вы находитесь на странице: 1из 47

SUMMER INTERNSHIP PROJECT REPORT ON MARKET RESEARCH ON BSNL BROADBAND

At

BSNL, Hyderabad
Presented to

Indian Business Academy, Bangalore


On 06th June, 2007

in the partial fulfillment of the requirement for the Post Graduate Diploma in Business Management By

Mohammed Mustafa

FPB 0608/028

This is to certify that Mr. Mohammed Mustafa that he is a bonafide student of Indian Business Academy, Bangalore and he is presently pursuing his Post Graduate Diploma in Business Management. He has submitted his project report titled, Market Research on BSNL Broadband in partial fulfillment of the requirement for the Summer Internship Project during Post Graduate Diploma in Business Management. To the best of my knowledge this report has not been previously submitted as part of any other degree or diploma of any other business school or university.

Mr. Manish Jain, INDIAN BUSINESS ACADEMY Lakshmipura, Thataguni Post Kanakpura Main Road, Bangalore 560 062 INDIA Tel: +91-80-28435931/32/33/34 Fax: +91-80-28435935

This is to certify that Mr. Mohammed Mustafa that he is a bonafide student of Indian Business Academy, Bangalore and he is presently pursuing his Post Graduate Diploma in Business Management. He has submitted his project report titled, Market Research on BSNL Broadband in partial fulfillment of the requirement for the Summer Internship Project during Post Graduate Diploma in Business Management. To the best of my knowledge this report has not been previously submitted as part of any other degree or diploma of any other business school or university.

Dr. Subhash Sharma, INDIAN BUSINESS ACADEMY Lakshmipura, Thataguni Post Kanakpura Main Road, Bangalore 560 062 INDIA Tel: +91-80-28435931/32/33/34 Fax: +91-80-28435935

This is to certify that Mr. Mohammed Mustafa that he is a bonafide student of Indian Business Academy, Bangalore and he is presently pursuing his Post Graduate Diploma in Business Management. He has submitted his project report titled, Market Research on BSNL Broadband in partial fulfillment of the requirement for the Summer Internship Project during Post Graduate Diploma in Business Management. To the best of my knowledge this report has not been previously submitted as part of any other degree or diploma of any other business school or university.

Prof. S Ramesh, INDIAN BUSINESS ACADEMY Lakshmipura, Thataguni Post Kanakpura Main Road, Bangalore 560 062 INDIA Tel: +91-80-28435931/32/33/34 Fax: +91-80-28435935

Student Declaration

I, Mr.Mohammed Mustafa, the undersigned, a student of Indian Business Academy, Bangalore,declare that this project report titled Market Research on BSNL Broadband submitted in partial fulfillment of the requirement for the summer internship project during the Post Graduate Diploma in Business Management, a prestigious Post Graduate Diploma awarded by Indian Business Academy, Bangalore. This is my original work and has not been previously submitted as a part of any another degree or diploma of any another Business school or University. The findings and conclusions of this report are based on my personal study and experience, during the tenure of my summer internship.

Mr.Mohammed Mustafa, BCom, PGDBM 2006-08.

INDIAN BUSINESS ACADEMY Lakshmipura, Thataguni Post Kanakpura Main Road, Bangalore 560 062 INDIA Tel: +91-80-28435931/32/33/34 Fax: +91-80-28435935

ACKNOWLEDGEMENT
I would prefer to avail the opportunity in expressing my sincere gratitude to those persons for their cooperation, encouragement and guidance extended to me in my endeavor to undertake the responsibility of completing the assignment. It was indeed a privilege extended to me by Mr.Surendra Babu (DGM), BSNL, Hyderabad to work on this project during my internship and my thanks to Mr. Mohd Mahdi Mahedvi (PA to DGM), BSNL, Hyderabad who guided me through the project. I extend my gratitude to Mr. Manish Jain, Director and Mr. S Ramesh (Mentor), Indian Business Academy. I am thankful to Indian Business Academy giving me the platform to gain practical exposure apart from the regular curriculum and to experience the corporate culture. I would like to thank all the officials of the Marketing Unit of BSNL, Hyderabad for their valuable cooperation. I feel myself fortunate to get support and inspiration from my parents, without which this report would not be possible.

Mohammed Mustafa PGDBM (2006-08) Indian Business Academy, Bangalore

TABLE OF CONTENT
Executive Summary Introduction Industry Profile Company Profile BSNL Services Market Research Research Methodology Analysis and Interpretation SWOT Analysis for BSNL Findings and Suggestions Market Study Research Methodology Analysis and Interpretation Findings and Suggestions Conclusion Exhibits List of Abbreviations References 26 28 29 30 31 32 35 36 37 40 41 2 4 5 9 16 24 25

EXECUTIVE SUMMARY
Bharat Sanchar Nigam Limited (known as BSNL) is a public sector communications company in India. BSNL has been at the forefront of technology and has revolutionized telecommunications with its high class products and services. In Indian scenario, there are many leading ISPs like VSNL, Bharti, Sify, STPI, Primus etc, who have been extending their services to various industries. Especially their service to IT sector, various MNCs has been so remarkable. This report focuses on the competitiveness of leading ISPs in Andhra Pradesh. The report also covers a SWOT on BSNLs Broadband services. The report gives a background of the industry, with details on the evolution of the industry and how policies have changed over the years. Along with this, it focuses on the current market situation of the ISPs so as to treat the organization in a long run. It emphasizes on some marketing concept in order to grab the market and to become the market leader of this particular area within a certain period of time.

BSNL provides almost every telecom service, however following are the main Telecom Services being provided by BSNL in India:1. Universal Telecom Sevices : Fixed wireline services & Wireless in Local loop (WLL) using CDMA Technology called bfone and Tarang 2. Cellular Mobile Telephone Services: BSNL is major provider of Cellular Mobile Telephone services using GSM platform, called Cell One and BSNL's GSM Cellular services are know as Excel Power (Prepaid). 3. Internet: BSNL is providing internet as dial-up connection (Sancharnet) and ADSLBroadband (Dataone).

Internet infrastructure The internet infrastructure of BSNL lays its emphasis on the telecom Backbone that has been established since the past many years. BSNL started providing internet facilities through VSAT, DSL and finally now leased lines. 4. Intelligent Netwok (IN): BSNL is providing IN services like tele-voting, toll free calling, premium calling etc.

The study reveals that almost all of the customers are highly satisfied with BSNLs services, and there by it proves that it is one of the largest corporate in India with a happy customer base.

INTRODUCTION

Science fiction does not remain fiction for long. And certainly not on the Internet. Vinton Cerf.

Life has changed a lot since mankind took the information highway. It has intruded every sphere of life and made it much simpler and easier. It has evolved as a powerful medium and best source of information that has shrunk the globe into a small village. The result of emergence of internet being, on one hand people based at various locations are connected round the clock and on the other hand information based industries have been growing at a much better pace. The full credit for the success story of Internet accessibility goes to the so-called Internet service providers, who have made it possible by developing a wonderful infrastructure to activate the World Wide Web. In Indian scenario, there are many leading ISPs like VSNL, Bharti, Sify, STPI, and Primus etc, who have been extending their services to various industries. Especially their service to IT industry has been so remarkable, to say that these two industries are made for each other to share mutual benefit because of their extensive interdependency factor.

10

INDUSTRY PROFILE
There are several forces at work in every sector and every industry of an economy. The dynamic nature of every industry keeps the pulses of the companies operating in each sector racing. This research of Industry Analysis report looks at all those forces at work that could potentially change the fortunes of a company. Be it a company that wants to enter a new market segment or a company that wishes to strategically position its products, this report is an invaluable tool for all. The report analyses the performance and strategies of the leading players in the industry, assesses the future movement of the industry and identifies the gaps that could be potentially exploited. The Internet can be a powerful democratizing force, offering greater economic, political and social participation to communities that have traditionally been undeserved and helping developing nations meet pressing needs. But unless we take concrete action to ensure that everyone has a chance to share in the benefits of the Digital Age, information technology could just as easily become another resource that is denied to the people who need it most.

Importance of Internet The Internet is an "enabling technology." When its introduction is sensitive to local values and committed to local capacity-building, it offers important opportunities to: Open dialogue. Low cost networking facilitates

knowledge sharing, awareness of alternative perspectives, more open exchange participatory systems Improve governance. Raising efficiency, transparency,

11

Improve social and human rights conditions. Expands

access to better quality education, healthcare, disaster relief capacity and other services sector development, etc. security early warning systems their knowledge Support indigenous knowledge. Communities document Improve environmental management. GIS, food Reduce poverty. Opens new opportunities for bypassed Introduce economic opportunities. E-commerce, ICT-

groups (women, the poor, rural populations, children)

Diversification of broadband access technologies, high-speed Internet access and deregulation of the local loop has opened up this part of the network to competition which has previously being monopolized by the incumbent. The last mile is the most lucrative part of the network, as the owner of this part effectively owns the customer. It is crucial for new entrants as well as incumbents to understand the potential of alternative access technologies for delivering high-bandwidth services to residential and business end-users. Broadband access technologies are enablers for the real growth opportunity of broadband applications, content and services. However, without the killer broadband application, what can the service providers offer to entice the end-user to want to upgrade to broadband band? How will businesses use broadband? Data monitors Fixed-Line and Wireless Broadband Access in Europe report investigates the cost and implementation of broadband technologies and services opportunities for new and existing operators and which access technologies the equipment vendors should be focusing on and why.

12

With the promise of high returns on investment, large sums of capital flowed to a number of broadband access equipment manufacturers. These pioneering firms have subsequently brought forth, and in some cases continue to produce, numerous innovations that span a wide gambit of cutting-edge, broadband (BB) technologies. With continuous innovation, it was hoped that these new technologies with their impressive capabilities and lower price points would seriously challenge the established BB Technologies of ISDN and copper and fiber-optic-based, high capacity transport. Faced with tough choices about broadband access equipment production and network deployments in the current period of tight financial restraints. It is the only report currently available that provides an up-to-date, sober and economic-based assessment of the demand for broadband access worldwide and the major regions of the world today. The advent of the third-generation systems is likely to further push the broadband market and the availability of high quality international bandwidth are expected to further drive the Indian broadband market. This projection is subject to the Government of India providing a strong regulatory environment and resolving right of way and other issues. The Internet users in India, which was expected to exhibit a cumulative average growth rate (CAGR) of 53.1 per cent over the next four years, would emerge

13

as one of the fastest growing Internet markets in Asia-Pacific. The international bandwidth demand for India was expected to grow exponentially. Broad bands growth would be determined by government policy initiatives and how quickly the private sector adapts itself to changing scenarios".

Around the world, there were around 200 million broadband subscribers at the start of 2006. Broadband users enjoy a range of service speeds from 256 kbit/s up to 100 Mbit/s. The number of subscribers is growing rapidly, with a 47% per cent increase during 2005. Digital subscriber line (DSL) is currently the most commonly deployed platform, followed by cable modems, Ethernet local area networks (LAN), fixed-wireless access, wireless LANs (WLAN), satellite and other technologies. The vast majority of todays users are in the developed world. But even among member countries of the Organization for Economic Co-operation and Development (OECD), there are large disparities, not only in service availability but also in terms of quality of access and price per Mbit/s. But in developing countries, as broadband becomes cheaper and wireless technologies evolve, broadband adoption can help countries to leapfrog traditional telephony technologies.

14

COMPANY PROFILE
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has become one of the largest public sector unit in India. 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, 20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. 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.

15

BSNL cellular service, CellOne, has more than 17.8 million cellular customers, garnering 24 percent of all mobile users as its subscribers. That means that almost every fourth mobile user in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue 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. VISION By 2010 BSNL will be the most admired brand in India:

16

Loved by more customers Targeted by top talent Benchmarked by more business MISSION To meet the mobile communication needs of our customers through: Error- free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions

BUSINESS STRATEGY BSNL strategic objective is To capitalize on the growth opportunities that the Company believes are available in the Indian telecommunications market and consolidate its position to be the leading integrated telecommunications services provider in key markets in India, with a focus on providing mobile services. The Company has developed the following strategies to achieve its strategic objective: Focus on maximizing revenues and margins. Capture maximum telecommunications revenue potential with minimum Offer multiple telecommunications services to provide customers with a

geographical coverage. "onestop shop" solution. Position itself to tap data transmission opportunities and offer advanced mobile Focus on satisfying and retaining customers by ensuring high level of customer data services. satisfaction. 17

Leverage strengths of its strategic and financial partners. Emphasize on human resource development to achieve operational

efficiencies.

BSNL Units BSNL is divided into a number of administrative units, termed as telecom circles, metro districts, project circles and specialized units, as mentioned below:Telecom Circles: Telecom Circles & Metro districts are responsible for providing service to the customers. There are 24 Telecom Circles and 2 Metro districts. 1. Andaman & Nicobar Telecom Circle 2. Andhra Pradesh Telecom Circle 3. Assam Telecom Circle 4. Bihar Telecom Circle 5. Chhatisgarh Telecom Circle 6. Gujarat Telecom Circle 7. Haryana Telecom Circle 8. Himachal Pradesh Telecom Circle 9. Jammu & Kashmir Telecom Circle 10. Jharkhand Telecom Circle 11. Karnataka Telecom Circle 12. Kerala Telecom Circle 13. Madhya Pradesh Telecom Circle 14. Maharashtra Telecom Circle 15. North East-I Telecom Circle 16. North East-II Telecom Circle 17. Orissa Telecom Circle 18. Punjab Telecom Circle 18

19. Rajasthan Telecom Circle 20. Tamil Nadu Telecom Circle

21. Uttar Pradesh (East) Telecom Circle 22. Uttar Pradesh (West) Telecom Circle 23. Uttranchal Telecom Circle 24. West Bengal Telecom Circle Metro Districts 1. Kolkata Telecom District 2. Chennai Telecom District Project Circles 1. Eastern Telecom Project Circle 2. Western Telecom Project Circle 3. Northern Telecom Project Circle 4. Southern Telecom Project Circle 5. IT Project Circle, Pune Maintenance Regions 1. Eastern Telecom Maintenance Region 2. Western Telecom Maintenance Region 3. Northern Telecom Maintenance Region 4. Southern Telecom Maintenance Region Specialized Telecom Units

19

1. Data Networks 2. National Centre For Electronic Switching 3. Technical & Development Circle 4. Quality Assurance

Manufacturing Units 1. Telecom Factory, Mumbai 2. Telecom Factory, Jabalpur 3. Telecom Factory, Richhai 4. Telecom Factory, Kolkata Training Institutions 1. Advanced Level Telecom Training Centre(ALTTC) 2. Bharat Ratna Bhim Rao Ambedkar Institute Of Telecom Training 3. National Academy of Telecom Finance and Management Other Units 1. Telecom Stores 2. Telecom Electrical Wing 3. Telecom Civil Wing

BSNLs Objectives BSNL has undertaken this project with the following objectives: To utilize to the maximum BSNLs existing infrastructure Large scale deployed Fibers in Access & Core network Deployed DLC Systems on Fiber 20

To increase the footprint across the Country to provide Access Country Wide To provide Value Added Services (Video, Broadband Data in addition to Voice) to accelerate development and growth.

BSNL has envisioned that the Broadband services rolled as part of the ambitious NIB-II project will be Used for high speed Internet connectivity and shall be the primary source of Internet bandwidth Used for connecting broadband customers to the MPLS VPN through the BRAS. Used for connecting dial VPN customers to the MPLS VPN through the Narrowband RAS.

21

BSNL SERVICES
When it comes to connecting the four corners of the nation, and much beyond, one solitary name lies embedded at the pinnacle - BSNL. A company that has gone past the number games and the quest to attain the position of a leader . It is working round the clock to take India into the future by providing world class telecom services for people of India. BSNL is India's no. 1 Telecom Service provider and most trusted Telecom brand of the Nation. Driven by the very best of telecom technology from chosen global leaders, it connects each inch of the nation to the infinite corners of the globe, to enable you to step into tomorrow.

Here is an overview of the World Class services offered by the BSNL:

Basic Telephone Services The Plain old, Countrywide telephone Service through 32,000 electronic exchanges. Digitalized Public Switched Telephone Network (PSTN) with a host of Phone Plus value additions.

22

BSNL launched DataOne broadband service in January 2005 which shall be extended to 198 cities very shortly. The service is being provided on existing copper infrastructure on ADSL2 technology. The minimum speed offered to the customer is 256 Kbps at Rs. 250/- per month only. Subsequently, other services such as VPN, Multicasting, Video Conferencing, Videoon-Demand, Broadcast application etc will be added. Digital Subscriber Line (DSL) DSL technology is a modem technology that uses existing twisted pair telephone lines to transport high bandwidth data, such as multimedia and video, to service subscribers. The term xDSL covers a number of similar yet competing forms of DSL technologies, including ADSL, SDSL, HDSL, HDSL-2, and VDSL. xDSL is drawing significant attention from implementers and service providers to deliver high bandwidth data rates to dispersed locations with relatively small changes to the existing telco infrastructure. xDSL services are dedicated, point to point, public network access over twisted pair copper wire on the local loop (last mile) between a network service providers (NSP) central office and the customer site, or on local loops created wither intrabuilding or intracampus. Currently, most DSL deployments are ADSL, mainly delivered to residential customers. Asymmetric Digital Subscriber Line (ADSL) ADSL technology is asymmetric. It allows more bandwidth downstream - from an NSPs central office to the customer site than upstream from the subscriber to the central office. This asymmetry, combined with always on access (which eliminates call setup), makes ADSL ideal for Internet/intranet surfing, video on demand, and remote LAN access. Users of these applications typically download much more information then they send. ADSL transmits more than 6 Mbps to a subscriber and as much as 640 kbps more in both directions. Such rates expand existing access capacity by a factor of 50 or more without new 23

cabling. ADSL can literally transform the public information network from one limited to voice, text and low resolution graphics to a powerful, ubiquitous system cable of bringing multimedia, including full motion video, to every home this century.

Core Networ k

SERVER

ADSL
1.5 to 9 Mbps

ADSL

Internet

16 to 640 Kbps

ADSL connection

ADSL will play a crucial role over the next decade or more as telephone companies enter new markets for delivering information in video and multimedia formats. New broadband cabling will take decades to reach all prospective subscribers. Success of these new services depends on reaching as many subscribers as possible during the first few years. By bringing movies, television, video catalogs, remote CD-ROMs, corporate LANs, and the Internet into homes and small businesses, ADSL will make these markets viable and profitable for telephone companies and application suppliers alike. ADSL Capabilities An ADSL circuit connects an ADSL modem on each end of a twisted pair telephone line, creating three information channels: a high speed downstream channel, a medium speed

24

duplex channel, and a basic telephone service channel. The basic telephone service channel is split off from the digital modem by filters, thus guaranteeing uninterrupted basic telephone service, even if ADSL fails. The high speed channel ranges from 1.5 to 9 Mbps, and duplex rates range from 16 to 640 Kbps. Each channel can be submultiplexed to form multiple lower rate channels. ADSL modem provides data rates consistent with North American T1 1.544 Mbps and European E1 2.048 Mbps digital hierarchies and can be purchased with various speed ranges and capabilities. The minimum configuration provides 1.5 or 2.0 Mbps downstream and 16 Kbps duplex channel; others provide rates of 6.1 Mbps and 64 Kbps for duplex. Products with downstream rates up to 8 Mbps and duplex rates up to 640 kbps are available today. ADSL modems accommodate Asynchronous Transfer Mode (ATM) transport with variable rates and compensation for ATM overhead, as well as IP protocols. Downstream data rates depend on a number of factors, including the length of the copper line, its wire gauge, the presence of bridged taps, and cross coupled interference. Line attenuation increases with line length and frequency, and decreases as wire diameter increases. Ignoring bridged taps, ADSL performs as shown below in the table.

Data Rate (Mbps) 1.5 or 2 1.5 or 2 6.1 6.1

Wire Gauge (AWG) 24 26 24 26

Distance (feet) 18,000 15,000 12,000 9,000

Wire Size (mm)

Distance (Km)

0.5 0.4 0.5 0.4

5.5 4.6 3.7 2.7

25

Although the measure varies from telco to telco, these capabilities can cover up to 95 percent of a loop plant, depending on the desired data rate. Customer beyond these distances can be reached with fiber based digital loop carrier (DLC) systems. As these DLC systems become commercially available, telephone companies can offer virtually ubiquitous access in a relatively short time.

Many applications envisioned for ADSL involve digital compressed video. As a real time signal, digital video cannot use link or network level error control procedures commonly found in data communications systems. Therefore, ADSL modems incorporate forward error correction that dramatically reduces errors caused by impulse noise. Error correction on a symbol by symbol basis also reduces errors caused by continuous noise coupled into a line. ADSL Technology ADSL depends on advanced digital signal processing and creative algorithms to squeeze so much information through twisted pair telephone lines. In addition, many advances have been requires in transformers, analog filters, and analog/digital (A/D) converters. Long telephone lines may attenuate signals in at MHz (the outer edge of the band used by ADSL) by as much as 90dB, forcing analog sections of ADSL modems to work very hard to realize large dynamic ranges, separate channels, and maintain low noise figures. On the outside, ADSL looks simple transparent synchronous data pipes at various data rates over ordinary telephone lines. The inside, where all the transistors work, is a miracle of modern technology. Additional ADSL Technologies SDSL (Symmetric Digital Subscriber Line) HDSL (High Speed Digital Subscriber Line) HDSL 2 VDSL (Very High Data Rate Digital Subscriber Line)

26

Internet

Keeping the global network of Networks networked, the countrywide Internet Services of BSNL under the brand name includes Internet dial up/ Leased line access, CLI

based access (no account is required) and DIAS service, for web browsing and E-mail applications. You can use your dialup sancharnet account from any place in India using the same access no '172233' , the facility which no other ISP has. BSNL has customer base of more than 1.7 million for sancharnet service. BSNL also offers Web hosting and co-location services at very cheap rates.

ISDN
Integrated Service Digital Network Service of BSNL utilizes a unique digital network providing high speed and high quality voice, data and image transfer over the same line. It can also facilitate both desktop video and high quality video conferencing.

Intelligent Network
Intelligent Network Service (In Service) 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

27

Premium Rate Service (PRM) Universal Access Number (UAN) and more

I-Net
India s x.25 based packet Switched Public Data Network is operational in 104 cities of the country. It offers x.25 x.28 leased, x.28 Dial up (PSTN) Connection) and frame relay services.

Leased Lines & Datacom


BSNL provides leased lines for voice and data communication for various application on point to point basis. It offers a choice of high, medium and low speed leased data circuits as well as dial-up lines. Bandwidth is available on demand in most cities. Managed Leased Line Network (MLLN) offers flexibility of providing circuits with speeds of nx64 kbps upto 2mbps, useful for Internet leased lines and International Principle Leased Circuits (IPLCs).

Cellular Mobile Service

Countrywide Cellular Service

Pre-paid Card

BSNLs GSM cellular mobile service Cellone has a customer base of over 5.2 million. CellOne provides all the services like MMS, GPRS, Voice Mail, E-mail, Short Message Service (SMS) both national and international, unified messaging service (send and receive e-mails) etc. You can use CellOne in over 160 countries worldwide and in 270 cellular networks and over 1000 cities/towns across India. It has got coverage in all National and State Highways and train routes. CellOne offers all India Roaming facility to both pre-paid and post-paid customers (including Mumbai & Delhi).

28

Wireless in Local Loop

This is a communication system that connects customers to the Public Switched Telephone Network (PSTN) using radio frequency signals as a substitute for conventional wires for all or part of the connection between the subscribers and the telephone exchange. Countrywide WLL is being offered in areas that are non-feasible for the normal network. Helping relieve congestion of connections in the normal cable/wire based network in urban areas. Connecting the remote and scattered rural areas. Limited mobility without any air-time charge

29

MARKET RESEARCH
OBJECTIVES OF THE STUDY Primary Objective: To Study the scope of BSNL broadband in Hyderabad. Secondary Objective: To study the Internet infrastructure of BSNL. SCOPE The scope of the report is to understand the Internet market scenario and the mode of connectivity in Various sectors in Hyderabad at this point of time by covering the leading ISPs, their respective roles in terms of their service offer and their market share. LIMITATIONS Time constraints Busy schedule of System Administrators. Confidentiality factor.

30

RESEARCH METHODOLOGY
Research Design: Since the purpose of the research is well known and clear descriptive research design has been chosen. Descriptive research design is used when the characteristics of certain group or association of certain variable are to be determined. This research primarily forces on the competitiveness of ISPs which involves various factors with numerous characteristics .In order to study the characteristics and variables a cross sectional analysis was conducted by field survey method where in a questionnaire was made to be filled by the respondents. Source of Data: Primary Data Source Telephonic interview Face-to-face interview Secondary Data Source Journals Magazines Questionnaire: The questionnaire comprises both close-ended and open-ended questions.

31

ANALYSIS AND INTERPRETATION


India is rapidly transforming itself from a broadband deficient country to a broadband surplus country. Broadband is slated to be the next big thing after the mobile boom. Companies such as BSNL, Bharti and Reliance are also moving into the broadband space with applications in various fields such as tele-medicine, tele-education, scientific research, tele-agriculture etc. The project was to identify the potential customers of BSNL DataOne Broadband in Hyderabad. The data collected by surveying various colleges, MNCs and Internet Caf owners forms the basis for the analysis.

Total no of samples taken 50 Colleges 15 MNCs 20 Internet Cafs 15

32

Usage of BSNL Broadband

22% MNC's Colleges 52% 26% Internet Caf's

Due to boom in the IT sector the usage of BSNL DataOne broadband was maximum in MNCs with a majority percentile of 52%, followed by various colleges (mostly engineering colleges) with 26% and lastly the Internet Cafs with 22%.

33

SWOT ANALYSIS FOR BSNL


STRENGTH Own End-to-End Infrastructure Range of Products / Services Presence throughout India Brand Equity Lowest prices

WEAKNESS Offers, Schemes Growth of Bharti Presence of Sify, Reliance Other Small Players

OPPURTUNITIES Escalating trend of IT Industry Increased usage of Broadband Internet Huge market to be explored Growth of Small Scale Industries.

THREATS New Entrants like Reliance, Tata etc Drastic Price reductions by competitors. Asianet Broadband Providers.

34

FINDING & SUGGESTIONS


FINDINGS The Internet market has huge potential due to the IT boom. The Internet market in the state is broadly classified on the basis of media as DSL / Cable and LL /RF. The market leaders for the media are as follows, DSL - BSNL Cable - BSNL LL/RF - BSNL, Bharti The analysis on market share and competitiveness has revealed that there is significant difference in the competitiveness among the ISPs. BSNL leads the market followed by Bharti. Brand equity of BSNL is reasonably good to get an advantage over its competitors in internet market.

SUGGESTIONS ISPs can focus on other growing Educational Institutions and Manufacturing industries, which are not tapped completely. BSNL can be more competitive in price to gain more market share. More customer friendly pricing. Lower and attractive introductive pricing. Exploration of other major segments in the state like- Tourism, Exports etc.

35

MARKET STUDY
OBJECTIVES Primary Objective To identify the market share of BSNL DataOne Broadband.

Secondary Objectives To find out the competitors to BSNL To find out the customer interpretation about the BSNL DataOne services

SCOPE The scope of the study is to identifying the Market share of BSNL DataOne broadband in Hyderabad. By conducting a survey one can understand the direct and indirect factors influencing the market potential that is available for BSNL. LIMITATIONS Time constraints Busy schedule of managers. Confidentiality factor Limited information resources

36

RESEARCH METHODOLOGY
Methodology Adopted Data collection Tele-calling Idea sharing by role play

Type of the Research followed Exploratory Research

Collecting secondary data Internal sources- circulars and publishing of companies Yellow pages and websites Commercial Data Newspapers and magazines

37

ANALYSIS AND INTERPRETATION


India is rapidly transforming itself from a broadband deficient country to a broadband surplus country. Broadband is slated to be the next big thing after the mobile boom. Companies such as BSNL, Bharti and Reliance are also moving into the broadband space with applications in various fields such as tele-medicine, tele-education, scientific research and tele-agriculture. The project was to identify the various competitors of BSNL, and customer interpretation of BSNL broadband Dataone. The data collected is as follows Major competitors on BSNL: Bharti Sify Reliance

Market share of ISPs

Market Share of ISP's

16% BSNL 16% 45% Bharti Sify Others 23%

38

The sample size that was taken for the calculation of market share of ISPs for home and official use is 150. From the above pie chart it is clearly visible that the market for ISPs was dominated by BSNL with a market share of about 45%, followed by Bharti with 23%, Sify 16% and others amounting to 16%.

Customer interpretation of BSNL broadband Dataone Sample Size 150

90 80 70 60 50 40 30 20 10 0 12

78 Very Good 41 19 Good Average Bad

1 Customer Interpretation

39

To know the customer interpretation about BSNL DataOne services, research was conducted from only those who were having BSNL connection. For this the sample size taken was 150. Findings suggest that those customers who were satisfied and considered BSNL services to be excellent amounted to 12 out of the total population, and those who considered BSNL DataOne to be good amounted to 78. Similarly, 41 of the total population considers BSNL DataOne services to be average and 19 of them considered it to be bad.

40

FINDINGS & SUGGESTIONS


FINDINGS
1. During the course of the project it was found that BSNL DataOne, as mode of ISP is widely known. 2. Factors influencing the customers while considering BSNL DataOne for their connectivity are, Cost Speed of Data transmission Location Supporting services offered Minimum time required for installing the connection Reputation of the service provider

SUGGESTIONS
1. Following activities can ideally be done to improve the market Wide spread campaigning through brochures, fax, e-mail Various offers Contact Programmes Seminars awareness of BSNL DataOne

2. Area of focus must be wide spread to other untapped sectors.

41

CONCLUSION
Retaining a customer is a challenging task but BSNL has high number of, satisfied and highly satisfied customers that proves the quality of service provided by BSNL. Being Indias premier Telecom Conglomerate BSNL has already positioned itself in a commanding place in the mindset of the customers. Developing and implementing an appropriate strategy for maintaining this advantage is essential for BSNL to grow and be the market leader. Armed with a strong, trusted and happy customer base, ISPs like BSNL DataOne can really seize the opportunity with the help of their resources.

42

EXHIBITS
QUESTIONNAIRE Name of the Organization:

Postal Address:

Telephone No(s):

Head Office:

No of Branches in India:

No of Branches Abroad:

Name of the Systems Manager/ Systems Administrator:

No of PCs used in the Organisation:

43

Marketing Research Questionnaire


Name: Age: Occupation: Monthly Income: Address:

1. Which Internet Broadband service do you use as of now? BSNL (DataOne) Sify Bharti (Airtel) Others

2. Which Internet Broadband service you have used earlier? BSNL (DataOne) Sify Bharti (Airtel) Others

3. Why did you choose the current Internet service provider? High Speed Low Cost Good performance Low maintenance

4. Who influenced you to choose this Service provider?

5. Are you aware of BSNL DataOne Broadband? Yes No

44

6. How did u become aware about it? Newspaper Internet Magazines Word of mouth

7. What factors do you consider good about BSNL DataOne Broadband? Low cost Easy to install High Speed Good after sales service

8. What factors do you consider not good about BSNL DataOne Broadband? Low cost Easy to install High Speed Good after sales service

9. How do you compare BSNL DataOne Broadband Service provider with others? Good Average Bad

10. Are you very particular about various offers provided by the service provider before taking internet connection? Yes No

45

LIST OF ABBREVIATIONS
ISP: Internet Service Provider DSL: Digital Subscriber Line SWOT: Strengths, Weaknesses, Opportunities, and Threats SDSL: Symmetric Digital Subscriber Line HDSL: High Speed Digital Subscriber Line VDSL: Very High Data Rate Digital Subscriber Line ADSL: Asymmetric Digital Subscriber Line LAN: Local Area Networks ATM: Asynchronous Transfer Mode IN: Intelligent Network FPH: Free Phone Service VPN: Virtual Private Network PRM: Premium Rate Service UAN: Universal Access Number

46

REFERENCES
Bibliography:
Marketing Mangement, Philip Kotler Marketing Research, Dr. Rajendra Nargundkar Research Methodology, C.R.Kothari. Marketing Research, Aaker, Kumar, Day. Marketing Research, G.C. Beri. Research methods in business, D.D.Sharma.

Webliography:
www.google.co.in http://en.wikipedia.org/wiki/BSNL#History www.bsnl.co.in www.ap.bsnl.co.in www.bsnl-broadband.com

47