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A Presentation (SIP) on Market Potential for Wire-less Internet Services in SME Segment for

GUIDED BY Dr. Ashvin Solanki (Associate Professor)

PREPARED BY Yogesh H. Joshi Enrol. No. 107450592023 Academic Year: 2010-12


R.K.College of Engineering & Technology (MBA Programme) Affiliated With

Gujarat Technological University

What is Internet?
The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP).

It is a "network of networks" that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked web pages and other resources of the World Wide Web (WWW).

What is
Tikona Wi-Bro is Wireless Broadband Service.

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It is capable to offer up to 4 Mbps speed. It solves common problems faced by internet users. It offers many benefits and a lot of value to customers.

Tikona Wi-Bro Benefits


1. 2. 3. 4. 5. 6. 7. 8. 9. No digging, no drilling, no wires. High speed comes with controlled bill. We deliver the service with First install and Then pay approach Advance technical & customer support for quick resolution. Bundled CPE. No need to purchase costly Wi-Fi router for wireless broadband at home. India s only wireless broadband service fully compliant to DOT security norms. India s first broadband service with anti-virus bundled. Optional parental control to restrict unwanted surfing. Self-care portal with many customer friendly features.

10. Easy bill, easy payment.

Research Methodology
In this research I have analysed the market potential for the wire-less

internet devise & its services in SME segment. I have collected information from the companies regarding their usage of internet and from that to forecast the future prospects.
For which I have done the following steps in respect of the research:

Collection of basic information Target market segmentation Questionnaire preparation Survey Collection of data Analysing the data Preparing the report

Research Objective
Primary Objective: 1. To find out the Market Potentials for Wire-less Internet Services in SME Segment. 2. To find out the factors influencing the buying decision of Wire-less Internet Services. Secondary Objective: 1. To find out the awareness of the wire-less Internet services among SME. 2. To find out the brand switch over ratio among unsatisfied customers of Wire-less internet services.

Scope of the study


The company wanted to know what other value added services does their clients expect from other than existing ones in order to improve customer satisfaction and customer loyalty. Improved reliability and productivity of products and services. Increased value to customers and the shareholder.

Sources of Data
Primary Data : Structured questionnaire and interview with respondents from different location in areas of Ahmedabad city. Secondary Data: Catalogues of the Company, Internet, books, articles, magazines.

Sampling Process
Sampling universe Sampling technique Sample size Research instrument : : : : Ahmedabad city Random sampling 50 respondents Personal interview with structured questionnaire.

Limitations of the Study


Personal Bias Time Limit Area Sample Size Budget constraint.

Preference for Wire-less internet service


A Immidiate Connectivity D Flexible B No cabling E Easy to access C Anywhre accessible F Easy to keep

6. Poor

2% 0%

4%

0%

8%

4%

5. Below Average 0%

6%

2%

6%

0%

4. Average

2%

6%

4%

4%

0%

3. Good

4%

4%

0%

2%

4%

0%

2. Very Good

2%

4%

2%

0%

1. Excellent

8%

14%

8%

0%

Interpretation: The Broadband Wire-less services are preferable more. Because Wire-less services provide immediate connectivity more than wire line services As per my survey 8% people have given excellent services due to immediate connectivity. Due to some location problem people sometimes don t find immediate connectivity. 14% people use wire-less service because it contains no cabling. To lead the market people, need to be update of every second of life. So, Broadband Wire-less internet services provides anywhere accessible facility. Which is helpful to people that is why people like wire-less internet service. Flexible, Easy to Access and Easy to keep are three benefits which are preferable very less. Because People mainly focus on connectivity i.e. Network anywhere accessible and without cabling. So, this question reflects that people are more conscious about connectivity than any other benefit.

Airtel, Idea and Tata Docomo are charging high cost on internet device and monthly expenditure is from Rs. 500 to 1000 on Internet services. But, Tikona Wi-Bro provides free internet devise. That is why Ahmedabad city internet users use most approximately 28%. They pay more than Rs.1000 monthly on internet.

Test of Hypothesis
Step-1: Hypothesis Follow: H0: Number of respondents are Dependent from Monthly expenditure of wire-less internet Services and Wire-less internet user. H1: Number of respondents are Independent from Monthly expenditure of wireless internet Services and Wire-less internet user. Step-2: The appropriate Statistical test is CHI-SQUARE:

Where, O = Observed Data E = Expected Data Step 3: Level of Significance Assume is 0.01 Step 4.1: Degree of freedom Here 4 rows (R= 4) and 2 columns (C= 2) the degree of freedom are (4 - 1)(2 - 1)= 3. Step 4.2 Critical Value The critical value of X2 for E =0.01 is X20.01,3 = 11.35. The decision rule is the reject the null hypothesis if the observed X2 is greater than 11.35.

Step 5: Table The Observed data appear in below table from finding survey
Serial No. 1 2 3 4 Cost of Wire-less internet service (Monthly) 100-500 500-1000 1000-2000 More than 2000 Total No. of Wire-less internet users (O) 11 20 14 5 50 Expected Frequency (E) 20 10 10 10 50

(O-E) -9 10 4 -5 0

(O-E)2 81 100 16 25 222

(O-E)2/E 4.05 10 1.6 2.5 18.15

X2 = 18.15 Calculated. [Answer] Step 6: The Observed value of X2 =18.15 is more than the critical value of chisquare, 11.35 obtain from statistical table. Step 7: Conclusion The decision is to reject the H0. So, our test is significant.

Satisfaction level for Wire-less internet Services


A Yes B No

Switch over Ratio


A Yes B No

20% % 4% 80%

People are not satisfied because wireless services have some problems like less speed, connectivity, software, etc More percentage is of dissatisfaction level. So, this percentage indicates low market share of wireless than wire line.

64% are not satisfied with wireless internet connection. And from this 64%, 80% of people want to switch over to other company. And in market there are number of companies which are providing wireless facility. This stage shows high competition between companies.

Interpretation on Survey
As per questionnaire response from people it seems that people like to have wireless internet services but they don t have much knowledge about wireless or I can say that about internet facility. Questions answers are inter relating with each other because all are depend on further question. Variations seen in the answers are about 10-20% because of speed and connectivity purpose. People don t have much knowledge about real configuration or might be companies are not explaining in better manner. One side use of internet is increasing but how to use it is not in proper manner. So, this survey indicates that both companies and customer need to have proper knowledge about the data card/ Wire-less internet device or basic technological knowledge.

Conclusion
During my SIP I came to know that broadband industry have huge market in economy. Analysis of different companies help me out to summaries value of internet in our life. As Tikona , Vodafone, Airtel, BSNL, etc. provides different schemes and have cut-throat competition between them. So, I conclude that our society/industry need to have proper information of the service that is Internet service

Findings
To convince the authorized person of society was difficult task because many of them were not aware of wireless broadband. Rent was a big concern. TDN did not pay much money to install AP on the building so the authorized person was putting condition for NOC whereas in comparison they used to get huge amount of money from other big companies like Reliance and Airtel. Security of society was major concern as people did not rely on the wireless internet. Cable operator issues Power requirements Harmful radiations Interference Society internal dispute

Recommendations
TDN is pretty a new company & many persons don t know about it, so they should advertise their product & services to penetrate in the market. They should hire more skilful employees & technical executives who can create brand awareness in market. They should go for more competitive prices according to market demand and come out with better plans. TDN must start giving instant connection and make the area live where AP has been installed. They should improve on after sales services. Try to develop more powerful network.

Key Learning from SIP


About broadband industry About Tikona Digital Networksa On field interaction with customers Corporate Behaviour Interpersonal skills Time management Practical experience on field and market knowledge Effectively handling objections of customers

Bibliography
 Websites:  Books:
Kotler, Keller, Koshy and Jha: Marketing Management: 6th Edition (2007): Pearson Education C.R.Kothari: Research Methodology: 4th Edition (2004): New Age International Limited Ken Black: Business Statistics for Contemporary Decision making: 5th Edition, Wiley student edition

http://www.tikona.in http://www.tikonawibro.in http://www.trai.gov.in http://www.youtele.com

 Other Materials:

Catalogues Broachers Business Operation prospects.