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SUMMER INTERNSHIP PROJECT REPORT
ON
MARKET RESEARCH ON BSNL BROADBAND
At
BSNL, Hyderabad
Presented to
Indian Business Academy, Bangalore
On 06thJune, 2007
in the partial fulfillment of the requirement for the
Post Graduate Diploma in Business Management
By
Mohammed Mustafa
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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
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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 062INDIA
Tel: +91-80-28435931/32/33/34
Fax: +91-80-28435935
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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 062INDIA
Tel: +91-80-28435931/32/33/34
Fax: +91-80-28435935
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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
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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 thisreport would not be possible.
Mohammed Mustafa
PGDBM (2006-08)
Indian Business Academy,
Bangalore
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TABLE OF CONTENT
Executive Summary 2
Introduction 4
Industry Profile 5
Company Profile 9
BSNL Services 16
Market Research 24
Research Methodology 25
Analysis and Interpretation 26
SWOT Analysis for BSNL 28
Findings and Suggestions 29
Market Study 30
Research Methodology 31
Analysis and Interpretation 32
Findings and Suggestions 35
Conclusion 36
Exhibits 37
List of Abbreviations 40
References 41
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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 ADSL-
Broadband (Dataone).
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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.
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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 intrudedevery 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.
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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 facilitatesknowledge sharing, awareness of alternative perspectives, more open exchange
Improve governance. Raising efficiency, transparency,
participatory systems
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Improve social and human rights conditions. Expands
access to better quality education, healthcare, disaster relief capacity and other services
Reduce poverty. Opens new opportunities for bypassed
groups (women, the poor, rural populations, children)
Introduce economic opportunities. E-commerce, ICT-
sector development, etc.
Improve environmental management. GIS, food
security early warning systems
Support indigenous knowledge. Communities document
their knowledge
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.
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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
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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.
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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.
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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:
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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
geographical coverage.
Offer multiple telecommunications services to provide customers with a
"onestop
shop" solution.
Position itself to tap data transmission opportunities and offer advanced mobile
data services.
Focus on satisfying and retaining customers by ensuring high level of customer
satisfaction.
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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 Circle14. Maharashtra Telecom Circle
15. North East-I Telecom Circle
16. North East-II Telecom Circle
17. Orissa Telecom Circle
18. Punjab Telecom Circle
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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 Circle4. 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 Region4. Southern Telecom Maintenance Region
Specialized Telecom Units
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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
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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-IIproject 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.
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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 valueadditions.
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BSNL launched DataOne broadband service in January 2005 which shall be extended to 198cities 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, Video-
on-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
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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.
SERVER
1.5 to 9 Mbps
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
ADSL ADSL
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k
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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)
Wire Gauge
(AWG)
Distance
(feet)
Wire Size (mm) Distance
(Km)
1.5 or 2 24 18,000 0.5 5.5
1.5 or 2 26 15,000 0.4 4.6
6.1 24 12,000 0.5 3.7
6.1 26 9,000 0.4 2.7
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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)
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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
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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).
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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
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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.
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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.
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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
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Usage of BSNL Broadba
52%
26%
22%
MNC's
Colleges
Internet Caf'
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%.
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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.
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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.
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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
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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
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ANALYSIS AND INTERPRETATION
India is rapidly transforming itself from a broadband deficient country to a broadband surpluscountry. 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
45%
23%
16%
16%
BSNL
Bharti
Sify
Others
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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 byBSNL 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
12
78
41
19
0
10
20
30
40
50
60
70
80
90
1
Customer Interpretation
Very Good
Good
Average
Bad
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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.
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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
awareness of BSNL DataOne
Wide spread campaigning through brochures, fax, e-mail
Various offers
Contact Programmes
Seminars
2. Area of focus must be wide spread to other untapped sectors.
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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.
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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:
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Marketing Research Questionnaire
Name:
Age:
Occupation:
Monthly Income:
Address:
1. Which Internet Broadband service do you use as of now?
BSNL (DataOne) Bharti (Airtel)
Sify Others
2. Which Internet Broadband service you have used earlier?
BSNL (DataOne) Bharti (Airtel)
Sify Others
3. Why did you choose the current Internet service provider?
High Speed Good performance
Low Cost Low maintenance
4. Who influenced you to choose this Service provider?
5. Are you aware of BSNL DataOne Broadband?
Yes No
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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 NetworksATM: Asynchronous Transfer Mode
IN: Intelligent Network
FPH: Free Phone Service
VPN: Virtual Private Network
PRM: Premium Rate Service
UAN: Universal Access Number
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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.inwww.ap.bsnl.co.in
www.bsnl-broadband.com
http://www.google.co.in/http://en.wikipedia.org/wiki/BSNL#Historyhttp://www.bsnl.co.in/http://www.ap.bsnl.co.in/http://www.bsnl-broadband.com/http://www.google.co.in/http://en.wikipedia.org/wiki/BSNL#Historyhttp://www.bsnl.co.in/http://www.ap.bsnl.co.in/http://www.bsnl-broadband.com/