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#1 in India
#3 Globally
20 countries
303 million subscribers
Outsourced core
operations
31%
revenue from international operations
Company overview
Outsourcing partners for Network & IT operations
Company overview
India Wireless50%
International Wireless
31%
Telemedia4%
Digital TV2%
Tower Infrastructure
6%
Airtel Business7%
Diversified portfolio ensures steady stream of revenue with
minimisation of risk
1998
Launched in Delhi and HP
2004
Pan India footprint;
India’s largest telco
2008
Launched DTH services
2010
Launch of new brand
(Rebranding)
2011
Launched 3G services
2013
1st to launch 4G in India
FY14 Revenue: $14.2 billion
Major Milestones
DTH TV - Category Overview
Dish TV27%
TATA Sky19%
Airtel TV17%
Sun Direct15%
Videocon13%
Big TV9%
Market share (by subscriber base)
Terrestrial, 32%
Cable, 57%
DTH, 11%
Overall Market by Subscriber base
CAGR of DTH market (2013) 19 % Estimated active DTH users by 2023 70 million Estimated TV market share by 2023 39%
As the numbers indicate, DTH in India is a promising market and only poised to grow
Launched in 2008
5th DTH operator in India
9.5 million subscribers
Present in 639 districts
3.6 US$ ARPU
Airtel TV - Overview
Brand Ambassadors
Parent Company Bharti Airtel
Category DTH & Broadcasting
Sector Media & Entertainment
Slogan Come Home to the Magic
USPException viewing experiencing using MPEG-4 Technology
Airtel TV – SWOT Analysis
• Adding international channels
• Revenue from interactive services
• Rising customer acquisition cost
• New regional entrants with cheaper offerings
• Limited market share
• Inefficiency of DTH in bad weather conditions
• High brand equity
• Extensive distribution channel
• High brand recall
Strength Weakness
OpportunityThreat
Airtel TV – 4 Ps
Product
• Satellite TV
• Digital Video Recorder records & stores video
• Supports interactivity
• SD, HD & On demand channels
• Mobile TV option included in DTH package
Price
• Based on region, service duration & type of STB
• Basic pack, combo pack & a la carte pricing
• Pre-paid recharges only
Place
• Airtel specific stores, Digital stores in malls, Retail outlets for mobile & TV
• Airtel TV connection obtained online via Airtel’s website
Promotion
• Endorsed by Saif& Kareena
• Airtel sponsored events
• On demand recent releases on Airtel TV
• Frequent VAS offerings to attract new consumers
Airtel TV – STP Analysis
Segment Working Men ( Decision Makers)
Target Group 25 years+ middle income group and above
Positioning Viewing on Airtel DTH is a superior, magical experience
Segmentation
• Working men
• Decision makers for home electronics purchase in family
Target Group
• Age: 25+ years
• More modern, living in nuclear families
• Income: Middle income group of men & above
Promotional Strategy
• Promoted as a gift for spouse
• Appealed to convenient & sophisticated TV viewing
Airtel TV – Competitor Analysis
Airtel
TATA Sky
Big TV
Dish TV
Sun Direct
Videocon
-1.2
-0.8
-0.4
0
0.4
0.8
1.2
-1.2 -0.8 -0.4 0 0.4
Pri
ce
Quality, Customer Service & Interactive Services
Perceptual Map for DTH players
• Tata Sky falls in the same consideration set as Airtel TV
• It is inferior to Airtel TV in quality but is priced higher
• Other brands are positioned drastically different from Airtel TV
Airtel TV is at an advantage since consumers perceive it to give higher value for money than its direct competitor (TATA Sky)
Airtel TV – Brand Analysis
PoPs PoDs
Competitive frame of reference
Airtel TV competes in the digital TV market
Narrowing it further: Direct to home satellite TV
It is different from cable & terrestrial TV by means of technology & reach
Crucial point of differentiation
Connection portability
Airtel pioneered DTH TV connection portability
Convenient for consumers to carry their existing TV connection when they relocate to another city