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Mobile Service Provider
STES
selection criteria & Brand Preference
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Connecting the World
• A Mobile service provider is a company that offers transmission services to users of wireless devices through radio frequency (RF) signals rather than through end-to-end wire communication.
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GROWTH
2002 2003 2004 2005 2006 2007
7 1334
52
123
228.9
Subscriber Growth Mobile (mn. subs)
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1998 1999 2000 2001 2002 2003 2004 20050
2
4
6
8
10
12
14
16
0
10
20
30
40
50
6014 14
63.58
2
1.6 0.44 0.40.88 1.2 1.88 3.586.5
13
33.31
51.53
Effec
tive
char
ge (i
n Rs
. per
min
)
Mob
ile s
ubsc
ribe
r bas
e (in
Mill
ion)
TARIFFS
SUBSCRIBER BASE
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Growing network
Segment
Cellular reach (2003-04) Cellular reach (End 2006)
Locations Population Locations Population
Urban ~ 1700 of 5200 towns
200 million ~ 4900 towns out of nearly 5200
towns
300 million
Rural Negligible Negligible ~ 350,000 out of 607,000 villages
450 million
Source: Recommendations on Rural Telephony - TRAI
Market Expansion
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CURRENT SCENARIO• India – Fastest growing market in World .
• 4th largest mobile market growing at 6 mn
Sub/month
• Success of the pre-paid format
• Biggest challenge-decreasing ARPU
• Cut-throat competition
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A Glance
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OBJECTIVES
• MOST PREFERRED MOBILE SERVICE PROVIDER BRAND
• SELECTION CRITERIA FOR CHOOSING MSP.
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FRAMEWORK OF STUDY
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DATA COLLECTION
• Process of communication
• Instrument: Questionnaire
• Primary data
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SAMPLING DESIGN
UniverseSample
PROBABILITY SAMPLINGRANDOM SAMPLING
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SCOPE
• Geographical: STES, Vadgaon Campus Pune
• Demographical: Majority Youth.
• Sample Size: 200
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LIMITATIONS
• Errors due to small sample size.
• Concealment of facts by respondent.
• Misinterpretation by respondent.
• Lack of knowledge of respondent.
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DATA PRESENTATION
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Market share
Airtel47%
Bsnl12%
Idea19%
Reliance9%
Voda-phone
9%
Tata Indicom4%
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PREPAID v/s POSTPAID
prepaid73%
postpaid27%
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Monthly Expenditure
0-15015%
150-30027%
300-60030%
600-100015%
1000 & above14%
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SELECTION CRITERIA
Low ca
ll rate
s
better netw
ork
promotional
schemes
recharg
e convin
ience
custo
mer servi
ce
voice
quality
influence by o
thers
32 31
9 86
95
Percentage of units
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USAGE
Voice calls Text SMS MMS GPRS Others
47
32
510
5
percentage of total respondents
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PREMIUM FEATURES
Caller tunes30%
ringtones21%
daily alerts17%
Games13%
Roaming13%
mail6%
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TELEMARKETING
Satisfied54%
want more info27%
want less info14%
don’t want5%
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Customer service
Poor18%
Average46%
Good28%
Excellent 16%
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SUGGESTIONS
Low call rates better network promotional schemes
customer service
voice quality
28
33
18
14
7
suggested percentage of respondents
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DATA ANALYSIS
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Age & brand RetentionAge group Mid (x) Brand
Retention (y)
xy x2 y2
17-20 18.5 28 218 342.25 784
20-23 21.5 56 1204 462.25 3136
23-26 24.5 25 612.5 600.25 625
26-29 27.5 3 82.5 756.25 9
29+ 30.5 4 122 930.25 16
122.5 116 2239 3091.25 4570
rxy = 0.7368
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Brand LoyaltyAge group Highly loyal Moderately
LoyalBrand Switchers
Total
17-22 22 (28.13) 27 (30.06) 30 (20.81) 79
22-26 33(27.41) 34 (29.29) 10 (20.28) 77
26-above 18 (17.45) 17 (18.64) 14 (12.91) 49
73 78 54 205
= 13.06
CHI-SQUARE TEST
For significance level of 0.10 & DOF =4 x2 = 7.78
Brand loyalty and age is closely related
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FINDINGS
• MOST PREFERRED MSP BRAND :
• SELECTION CRITERIA : Low call rates & Better Network• CUSTOMER SERVICE : Average
• Age and Brand Loyalty are closely related
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THANK YOU