Delhi Metro - Is It a Blue Ocean Strategy Move??

Prepared By : Vasant Gajara Chetan Panara

History Of Indian Metro Railway

Indias 1st and Asias 5th metro rail introduce in Kolkata. Over a length of 16.45 and the work on this project was sectioned in 1.6.1972 The contraction work started in 1973-74 After crossing so many hurdles Kolkata metro started its journey October 24,1984

Indian Metro Railway

Under construction Project: Planned Project

Mumbai(phase 1) Hyderabad Chennai Jaipur Navi Mumbai(phase 1) Gurgaon Bangalore(phase 12)

145 71 45 29 21 6 112

Pune Kanpur(phase 1) Chandigarh Ahmedabad Lucknow Ludhiana Kochi

103 66 64 44 40 29 25

About Delhi Metro

Operator - Delhi Metro Rail Corporation Ltd.(DMRC) Project Started- 1st October , 1998 Begun Operation - 24th December, 2002. Number of stations 142(2011) Under ground Station-35 Daily Ridership-1.8 Million Number of trains-210(2011) System Length-189.7 KM

Mission
To cover the whole of Delhi with a Metro Network by the year 2021 Delhi Metro to be of world class standards in regard to safety, liability, punctuality, comfort and customer satisfaction Metro to operate on sound commercial lines obviating the need for government support

Why Metro In Delhi?

Cities grow in size, the number of vehicular trips on road system goes up

Number of vehicle on road was very high

The result is extreme congestion on Delhi roads, ever slowing speeds, increase in road accidents fuel wastage and environmental pollution with motorized vehicles alone contributing to about two thirds of the atmospheric pollution

Network
The whole of Phase-I and Phase-II are complete, with the network comprising six lines with 142 metro stations station length Red Line 21 25.15 Yellow line 34 44.65 Blue line 52 58 Green line 17 21.75 Violet Line 15 20.04 Express line 6 22.70

Traffic in Delhi
59.8 41.5 2000-01 13.9 21.5 17.2 3.1 3.6 Car teo Auto Wheeler Rickshaw Bus

10.3

0.7 0.7 Train

5.3 6.8 Bicycle

3.6

Metro

cycle Rickshaw

Contribution of Metro in globalwarming

Mode of Transport Metro rail Air % of contribution in CO2 emission 2.4 11.1

Water
Road

0.4
86.1
Source: UITP publication

Funding
Thirty percent of the total investment for Phases I and II has been raised through equity capital with the Government of India and Government of Delhi contributing equal shares, and approximately another 60 percent has been raised as long-term debt , through soft loans from the Japan Bank for International Cooperation

Revenue Model
Selling from token Selling from Smartcard (Travel Card) Selling From Tourist Card By advertising Selling from space (for retail store, restaurant and ATM) By Penalties By Movie clipping By Carbon Credit

Revenue

Operation
Trains operate at a frequency of 3 to 4.5 minutes between 6:00 and 23:00. Trains operating within the network typically travel at speeds below 80 km/h (50 mph), and stop about 20 seconds at each station. Automated station announcements are recorded in Hindi and English. Many stations have services such as ATMs, food outlets, cafs and convenience stores. Eating, drinking, smoking, and chewing of gum are prohibited in the entire system. The Metro also has a sophisticated fire alarm system for advance warning in emergencies, and fire retardant material is used in trains as well as on the premises of stations.

Security
Security on the Delhi Metro is handled by the Central Industrial Security Force (CISF), who have been guarding the system ever since they took over from the Delhi Police in 2007. Closed-circuit cameras are used to monitor trains and stations, and feed from these is monitored by both the CISF and Delhi Metro authorities at their respective control rooms. Over 3500 CISF personnel have been deployed to deal with law and order issues in the system, in addition to metal detectors, X-ray baggage inspection systems and dog squads which are used to secure the system. Intercoms are provided in each train car for emergency communication between the passengers and the driver

Ticketing
Delhi Metro commuters have three choices for ticket purchase.: 1. RFID tokens - are valid only for a single journey on the day of purchase and the value depends on the distance travelled, with fares for a single journey ranging from Rs. 8 to Rs. 30 2. Travel cards - available for longer durations and are most convenient for frequent commuters. They are valid for one year from the date of purchase or the date of last recharge, and are available in denominations of Rs.50 to Rs.800 3. A common ticketing facility for commuters travelling on Delhi Transport Corporation (DTC) buses and the Metro will be introduced in 2011.

Accident
On July 13, 2009, a crane that was removing the debris collapsed, and with a bowling pin effect collapsed two other nearby cranes, injuring six. On July 22, 2009 a steel beam fell on a worker at the under-construction Ashok Park Metro station, killing him. Over a hundred people, including 93 workers, have died since work on the metro began in 1998

Achievement
The Delhi Metro has won awards for environmentally friendly practices from organizations including the United Nations, RINA, and the International Organization for Standardization, becoming the first metro in the world to be ISO 14001 certified for environmentally friendly construction. It is also the first railway project in the world to earn carbon credits after being registered with the United Nations under the Clean Development Mechanism, and has so far earned 400,000 carbon credits by saving energy through the use of regenerative braking systems on its trains

ERRC
Eliminate:
Traditional system Shabbiness

Reduce:
Time boundary Human resource Traffic Risk Pollution

Raise:
Cost Safety Luxury System Strength

Create:
Professionalism Personal routes Technology Under Ground Infrastructure Wow Experience

Strategy Canvas Pre Metro

6 5 4 3 2 1 0 Price Advance Technology Safety Customer Satisfation Time Boudry Indial Rail Bus Auto

Strategy Canvas Post Metro

6 5 4 3

2
1 0 Price Advance Technology Metro Safety Indial Rail Customer Satisfation Bus Auto Time Boudry

Pre Metro - Buyer Utility Map

The Six Stages of the Buyer Experience Cycle
1. Purchase 2. Delivery 3. Use 4. Supplements 5. Maintenance 6. Disposal

Customer Productivity

Simplicity

The Six Utility Levers

Convenience

Risk

Fun and Image

Environmental friendliness

Post Metro - Buyer Utility Map

The Six Stages of the Buyer Experience Cycle
1. Purchase 2. Delivery 3. Use 4. Supplements 5. Maintenance 6. Disposal

Customer Productivity

Simplicity

The Six Utility Levers

Convenience

Risk

Fun and Image

Environmental friendliness

Three Tiers of Noncustomers

High End Customer (All alternative users)

Travelers in Delhi

Tourist & Professional

Six Path Model

Look across the Industry :
Transportation Advertising Industry IT Industry Banking

Cont
Look across strategic Group within Industry
Standardization Systematic Best Supplements

Cont
Look across the chain of Buyers :
Tourists and Professional Travelers in Delhi High end customers (All alternative users)

Cont
Look across the complementary product and service Offerings
Travelling ATMs Food outlets Cafes Convenience store

Cont
Across the emotional and functional appeal
Metro works on emotional appeal

Cont
Look across time
Delhi Metro to be of world class standards in regard to safety, liability, punctuality, comfort and customer satisfaction by providing experience

Why Blue Ocean Move

Time saving for commuters Reliable and safe journey Reduction in atmospheric pollution Reduction in accident Reduced fuel consumption Reduced vehicle operating costs Increase in the average speed of road vehicles Improvement in the quality of life More attractive city for economic investment and growth Use of advance Technology Reduces journey time by anything between 50% and 75% depending on road conditions .

Bibliography
http://www.kolmetro.com/features/expansion.html# http://www.citypopulation.de/India-WestBengal.html http://en.wikipedia.org/wiki/List_of_most_populous_ metropolitan_areas_in_India http://www.delhimetrorail.com/index.htm http://hyderabadmetrorail.in/ http://www.bmrc.co.in/ph.html http://www.chennaimetrorail.gov.in/project_profile.ht ml http://www.delhimetrorail.com/corporates/public_info rmation.html