kunwar akshay report
TRANSCRIPT
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PREFACE
A project provides the most natural condition under which students can learn and get success in
solving the problems of their day-to-day activities. It helps a student to learn, to improvise, to
intent, to experiment, to find knowledge in all possible ways and to translate that knowledge into
action. It is a scientific method of imparting knowledge based on principles of practical
experiences and creative activities.
With the growth of rapid industrialization, the need of management is felt everywhere.
Management, in the modern times primarily means handling men, machine, money and material
in the most optimum manner.
Initially I was just having the bookish knowledge about all marketing policies,
practices and functions, but after joining this organization, I got most of the practical
knowledge. I have come to know, what actually happens in the organizations.
Though it is not possible to have the information of all the spheres in market, in such
a very short period, I tried to get more and more about all functions and practices
applied in practical working, I have particularly stresses on.
Since customers are the most important asset of any organization, there is increased
emphasis on the need for understanding people in a manner to satisfy them through
quality of services.
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Introduction
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Introduction
Mobile phones today have moved beyond their fundamental role of communications and have
graduated to become an extension of the personal of the user. We are witnessing an era when users
buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings&
interests.
Customers continuously want more from their phone. They use their cellular phones to play
games, read news headlines, surf the Internet, keep a tab on astrology, and listen to music, make
others listen to their music, or check their bank balance.
Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire
cellular industry is heading towards it to provide innovative options to their customers. Spoilt by
choice, the mobile phone subscribers are beginning to choose their operators on the basis of the
value added services they offer. The increased importance of VAS has also made content
developers burn the midnight oil to come up with better and newer concepts and services.
To understand that where this industry is at present and where it is headed, I (Kunwar Akshay )
have prepared the Mobile VAS Report to focus back stage and uncover the trends in the cellular
industry, current market status, value chain, competition, market dynamics & expected roadblocks.
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Executive Summary
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Executive Summary
NEED OF THE STUDY :-
The Mobile subscriber base is growing at a scorching pace in India Globally in terms of mobile
subscriptions, India is the world‘s second largest wireless market after China. At the end of June
2008, the total wireless subscribers (GSM, CDMA & WLL (F) base was 286.86 million.
A total of 8.94 million wireless subscribers were added during the month of June 2008 as against
8.62 million wireless subscribers added during the month of May 2008
As average revenue per user decrease from voice drops, and voice becomes commoditized,
Telecom operators are increasingly looking at data as an additional revenue stream. The end users
have also embraced VAS and it contributes between 10-15 % of the revenues of different Telecom
companies Thus Mobile VAS has become an important element in the growth of mobile telephony
in India.
Over the last 5 years, the telecom industry has realized the importance of MVAS. Given the
declining ARPU and increasing competition among operators it is imperative to focus on alternate
revenue streams. That is where there is a felt need for capitalizing on the Value Added Service
Market.
Today the various MVAS entities are still struggling with the issues such as the correct
definition of MVAS, the roles and responsibilities of each entity in the value chain, revenue
sharing arrangements between them and other critical issues such as regulation of MVAS
market. This report presents these key issues in detail and provides a neutral perspective to the
industry.
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It provides a clear and precise definition of MVAS, its various categories existing in India, the
MVAS still evolving and thus changing ecosystem along with the current revenue scheme between
various entities, its drivers and barriers along with its future in India.
METHODOLOGY:-
This research was conducted by adopting the Extensive desk research. Extensive desk research
was done to build an in depth understanding of the Mobile Vas market in India. The secondary
information was studied in detail to arrive at the specific frame works , which are provided in the
report. Information from various authenticated resources such as TRAI, IMRB etc and other
research bodies were also used to validate the market figures and cross validate the data.
KEY FINDING:-
The current Mobile VAS industry is estimated at Rs. 5780 crore by end June 2008 and is estimated
to grow steadily at 70% over the next years to touch Rs 9760 crores by end june 2009 and
Rs16520 crores by end June 2010
The current MVAS market contribution of each of the above services is given below.
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The Current MVAS market (as of June 2008) is Rs 5780 crores. P2P
SMS contributes Rs 2140 crores to the MVAS market and this goes only to the operators (the
balance Rs 3640 crores is divided between the
different stakeholders including the operators.). Rs 2312 crores come from CRBT/RT while the
balance Rs1329 crores is divided amongst the other services.
Current Mvas Market Rs 5780 cr
P2P SMS Rs 2140 cr
CRBT/ RT RS 2312 cr
Other Services Rs 1329 cr
MVAS currently contributes around 9% to the operator revenue. It is expected to increase to
10.4% in the next 1 year and 12% by june 2010.
As Shown in Figure:-
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THE ROAD AHEAD :-
In the Age of the convergence,the increased growth factor for the MVAS would be the customers
desire of getting more and more from their handsets.
The need of this ―more‖ will vary between different consumers i.e while among the youth
entertainment related service would be popular, the other customer would alos look for utility
based services like stock updates, m-commerce for mobile transcations and local content rich
services,
In India Mobile VAS industry is undergoing a lot of structural changes and is supposed to grow
and contribute greater revenues to the telecom industry in years to come.
The key addressable barriers would be to ensure greater rationality in revenue sharing between
mobile service provider and content developer, ensure copyright protection develop higher quality
content and extends its spectrum beyond Bollywood, Cricket and gaming. The operators also need
to focus on the WAP strategy.
SCOPE OF THE PROJECT:-
The scope of the study is limited to seven major players of telecom industry that are Airtel, Idea,
Tata Indicom, Vodafone, BSNL, Reliance and Aircel. The study considers the present VAS
services provided by the different telecom operators. The study purpose is to evaluate how VAS
services are going to increase revenue of the telecom operators and how AIRCEL can become
competitive in this emerging field. The study also involves the details of MVAS value chain and .
entities involve in it. A detailed study of different VAS vendors of India has also been studied.
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OBJECTIVE
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OBJECTIVES OF RESEARCH
To analyse the VAS industry in u.p east telecom market.
To compare the vas business of Aircel with its competitors
To initiate the benchmarking process for improvement in existing vas operations
To provide technical knowledge to the retailers about the various as product
specially the activation of the ( pocket internet service of aircel )
To take feedback from the retailers about their respective sales force.
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Telecom Sector Analysis
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Factor Defining growth of telecom-sector
The Indian telecom market has tremendous growth opportunities. As per the cellular industry
experts, the nation‘s mobile subscriber base is also set to exceed 500 million connections by 2010.
The growth in the telecom market is a function of two set of factors. The Demand Side Factors ‐
referred to as the Pull factors and Supply Side Factors ‐ referred to as the Push Factors.
Pull Factors :-
Positive Macro Economic Trends :-
1.High Disposable Income:-
India‘s GDP with a current growth rate of 8% makes it the 2nd fastest growing economies of the
world. This growth has resulted in increasing disposable income among the individual population.
Therefore the young Indian population is increasingly investing more money in various
entertainment and communication services thus fuelling growth of the telecom sector.
2. Mobility and Connectivity :-
The growing need of high mobility and staying connected is the prime driver for the entire
category. This is true for people from different age groups and occupation. The youth segment that
comprises 30% of the total handsets market requires high mobility and connectivity and
the same is true for business and other professionals. This innate need coupled with availability of
handsets and connectivity at affordable price points has triggered the growth of telecom in India
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Push Factors :-
1. Investments in Telecom Industry :-
The Telecom industry has seen an estimated $8.5 bn in investment flow during 2006‐07 alone, of
which $550 million was in the form of foreign direct investment. All major telecom handsets
manufacturers ‐ including Nokia, Samsung, Motorola and LG ‐ have their presence in India, along
with the leading global service companies and infrastructure majors, such as Vodafone, Singapore
Telecom, AT&T, Ericsson, Alcatel and Siemens. This has triggered the growth of Telecom Sector
in India.
2. Gradual Progression in Telecom Sector :-The progression chart
below depicts the major regulations and events driving the extra ordinary growth of Telecom
sector from year 1999 to 2008
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3. Government Initiatives :-
Government also has supported the growth of this sector by coming out with a number of
initiatives for the low end subscribers of rural India, and Universal Service Obligation (USO) fund
was one such initiatives. . In recent developments, BSNL and two private operators will erect 427
towers in remote areas offering over four lakh mobile connections. All the towers are expected to
be erected and commissioned by December 2008. Under the second phase, DoT aims at erecting
11,000 towers throughout the country to offer over 11 million mobile connections ADC was levied
by Telecom Regulatory Authority of India (TRAI) in 2003 to provide support for BSNL‘s rural
telephone obligation. Telecom Regulatory Authority of India (TRAI) has recently given orders for
the withdrawal of the ADC (Access Deficit Charge) and the subsequent passing of the benefit to
the consumers by the telecom operators.
4. Selling More to Existing Subscribers :-
This is relatively easier as compared to acquiring new customers. Also since now the new
subscriptions will largely happen at the bottom of the pyramid therefore the new subscriptions will
further lower the average revenue per user.In such a scenario mobile VAS sector is a potential
long‐term revenue stream as it will be easier to sell more to the existing customers.
IIndia adds 15.64 million wireless subscribers in March '09- ON AND COMMUNICATION
TECHNOLO
Country's tele-communication sector is booming with number of customers adding
everyday irrespective of low demand over almost all economic segments under the impact
of global slowdown. A new mile stone was created by the telecom sector in the month of
March with addition of a record 15.64 million wireless subscribers for the first time in two
years.
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Indian mobile Industry-An overview
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Indian Telecom Sector Snapshot – March 2009
Population 1137 million
Geographical area 3,287,000 Sq. Kms.
Wireless Sub. 392 Million
Wireline Sub. 38 Million.
Internet Sub. 12.85 Million (Dec. 08)
Wireless Internet Sub 101.10 Million
Broadband Sub. 6.22 Million
PC Base 35 Million
Urban Teledensity 80.97
Rural Teledensity 12.80
Overall Teledensity 36.98
English literate Persons ~110 Million
Optical Fibre ~7.7 Lakh
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GSM (Global System for Mobile communications)
Originally from Groupe Spécial Mobile) is the most popular standard for mobile phones in the
world. Its promoter, the GSM Association, estimates that 80% of the global mobile market uses
the standard GSM is used by over 3 billion people across more than 212 countries and territories.
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GSM world coverage as of 2009
Benefits of GSM services
The ubiquity of the GSM standard has been an advantage to both consumers (who benefit from the
ability to roam and switch carriers without switching phones) and also to network operators (who
can choose equipment from any of the many vendors implementing GSM). GSM also pioneered a
low-cost (to the network carrier) alternative to voice calls, the short message service (SMS, also
called "text messaging").This makes it easier for international travellers to connect to emergency
services without knowing the local emergency number.
Newer versions of the standard were backward-compatible with the original GSM phones. For
example, Release '97 of the standard added packet data capabilities, by means of General Packet
Radio Service (GPRS). Release '99 introduced higher speed data transmission using Enhanced
Data Rates for GSM Evolution (EDGE).
Subscriber Identity Module (SIM)
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A picture of Typical mobile phone SIM card
In addition to the battery, GSM mobile phones require a small microchip, called a Subscriber
Identity Module or SIM Card, to function. Approximately the size of a small postage stamp, the
SIM Card is usually placed underneath the battery in the rear of the unit, and (when properly
activated) stores the phone's configuration data, and information about the phone itself, such as
which calling plan the subscriber is using. When the subscriber removes the SIM Card, it can be
re-inserted into another phone and used as normal.
Each SIM Card is activated by use of a unique numerical identifier; once activated, the identifier
is locked down and the card is permanently locked in to the activating network. For this reason,
most retailers refuse to accept the return of an activated SIM Card.
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Next generation networks
In the Next Generation Networks, multiple access networks can connect customers to a core
network based on IP technology. These access networks include fibre optics or coaxial cable
networks connected to fixed locations or customers connected through wi-fi as well as to 3G
networks connected to mobile users.
As a result, in the future, it would be impossible to identify whether the next generation network is
a fixed or mobile network and the wireless access broadband would be used both for fixed and
mobile services. It would then be futile to differentiate between fixed and mobile networks – both
fixed and mobile users will access services through a single core network.
Indian telecom networks are not so intensive as developed country‘s telecom networks and India's
teledensity is low only in rural areas. 670,000 route kilometers (419,000 miles) of optical fibres
has been laid in India by the major operators, even in remote areas and the process continues.
BSNL alone, has laid optical fibre to 30,000 Telephone Exchanges out of their 36 Exchanges.
Keeping in mind the viability of providing services in rural areas, an attractive solution appears to
be one which offers multiple service facility at low costs.
A rural network based on the extensive optical fibre network, using Internet Protocol and offering
a variety of services and the availability of open platforms for service development, viz. the Next
Generation Network, appears to be an attractive proposition. Fibre network can be easily
converted to Next Generation network and then used for delivering multiple services at cheap cost.
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3G TECHNOLOGY
International Mobile Telecommunications-2000 (IMT-2000), better known as 3G or 3rd
Generation, is a family of standards for wireless communications defined by the International
Telecommunication Union, which includes GSM EDGE, UMTS, and CDMA2000 as well as
DECT and WiMAX. Services include wide-area wireless voice telephone, video calls, and
wireless data, all in a mobile environment.
Compared to 2G and 2.5G services, 3G allows simultaneous use of speech and data services and
higher data rates (up to 14.4 Mbit/ s on the downlink and 5.8 Mbit/ s on the uplink with HSPA+).
Thus, 3G networks enable network operators to offer users a wider range of more advanced
services while achieving greater network capacity through improved spectral efficiency.
The International Telecommunication Union (ITU) defined the third generation (3G) of mobile
telephony standards – IMT-2000 – to facilitate growth, increase bandwidth, and support more
diverse applications.
For example, GSM (the current most popular cellular phone standard) could deliver not only
voice, but also circuit-switched data at download speeds up to 14.4 kbps. But to support mobile
multimedia applications, 3G had to deliver packet-switched data with better spectral efficiency, at
far greater speeds
History OF 3G SERVICES:-
The First pre-commercial 3G network was launched by NTT DoCoMo in Japan branded
FOMA, in May 2001 on a pre-release of W-CDMA technology. The first commercial launch of
3G was also by NTT DoCoMo in Japan on October 1, 2001
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Features of 3G service:-
Data rates
ITU has not provided a clear definition of the data rate users can expect from 3G equipment or
providers. Thus users sold 3G service may not be able to point to a standard and say that the rates
it specifies are not being met. While stating in commentary that "it is expected that IMT-2000 will
provide higher transmission rates: a minimum speed of 2 Mbit/s and maximum of 14.4 Mbit/s for
stationary users, and 348 kbit/s in a moving vehicle,"
The ITU does not actually clearly specify minimum or average rates or what modes of the
interfaces qualify as 3G, so various rates are sold as 3G intended to meet customers expectations
of broadband speed.
Evolution from 2G:-
2G networks were built mainly for voice services and slow data transmission.
From 2G to 2.5G
The first major step in the evolution to 3G occurred with the introduction of General Packet Radio
Service (GPRS). So the cellular services combined with GPRS became' 2.5G.'
GPRS could provide data rates from 56 kbit/s up to 114 kbit/s. It can be used for services such as
Wireless Application Protocol (WAP) access, Multimedia Messaging Service (MMS), and for
Internet communication services such as email and World Wide Web access. GPRS data transfer is
typically charged per megabyte of traffic transferred, while data communication via traditional
circuit switching is billed per minute of connection time, independent of whether the user actually
is utilizing the capacity or is in an idle state.
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From 2.5G to 2.75G (EDGE)
GPRS networks evolved to EDGE networks with the introduction of 8PSK encoding. Enhanced
Data rates for GSM Evolution (EDGE), Enhanced GPRS (EGPRS), or IMT Single Carrier
(IMT-SC) is a backward-compatible digital mobile phone technology that allows improved data
transmission rates, as an extension on top of standard GSM. EDGE can be considered a 3G radio
technology and is part of ITU's 3G definition, but is most frequently referred to as 2.75G. EDGE
was deployed on GSM networks beginning in 2003 — initially by Cingular (now AT&T) in the
United States.
EDGE is standardized by 3GPP as part of the GSM family, and it is an upgrade that provides a
potential three-fold increase in capacity of GSM/GPRS networks. The specification achieves
higher data-rates by switching to more sophisticated methods of coding (8PSK), within existing
GSM timeslots. EDGE can be used for any packet switch
Issues
Although 3G was successfully introduced to users across the world, some issues are debated by 3G
providers and users:
Expensive input fees for the 3G service licenses in some jurisdictions
Differences in licensing terms between states
Level of debt incurred by some telecommunication companies, which makes
investment in 3G difficult
Lack of state support for financially troubled operators
Cost of 3G phones
Lack of coverage in some areas
High prices for 3G in some countries
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Demand for high speed services in a hand-held device
Battery life of 3G phones
Evolution towards 4G
Both 3GPP and 3GPP2 are currently working on further extensions to 3G standards, named Long
Term Evolution and Ultra Mobile Broadband, respectively. Being based on an all-IP network
infrastructure and using advanced wireless technologies such as MIMO, these specifications
already display features characteristic for IMT-Advanced (4G), the successor of 3G. However,
falling short of the speed requirements for 4G (which is 1 Gbit/s for stationary and 100 Mbit/s for
mobile operation),
These standards are classified as 3.9G or Pre-4G. 3GPP plans to meet the 4G goals with LTE
Advanced, whereas Qualcomm has halted development of UMB in favour of the LTE family.
India makes it to global 3G Map:
Finally we have 3G in India under the brand “Jadoo”. MTNL inaugurated 3G services in
India with the first video call made to Prime Minister Dr. Manmohan Singh by Telecom
Minister A. Raja at an event held in Pragati Maidan. With 3G, the next-gen mobile service
launched in Delhi, your handset becomes an all purpose device. The offers are:
Browse internet and send, receive large emails including graphics. 3G also enables
faster movie downloads.
Make video calls and videoconference (possible on 3G to 3G calls).
Get streaming TV on phone screen with pause, record features.
Play interactive games on Net sites, access bank accounts and shop online.
Get high-speed Web navigation, maps.
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Subscriber in India-Statistical Trend
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Subscriber Base in India – 2008-2009
A Large population, low telephony penetration levels, and a rise in consumers' income and
spending owing to strong economic growth have helped make India the fastest-growing telecom
market in the world
India‘s telecom sector has made rapid progress since the announcement of the National Telecom
Policy – 1999 (NTP-1999). Since 2000, the telecom sector has been a key contributor to the Indian
economy‘s impressive performance registering sustained high growth rates. Predominantly, over
the last three years, the telecom sector has grown remarkably in the range of 29% – 47%. Growth
in mobile phones was the principal driver for telecom growth in the country as they have been in
other parts of the world.
Today, the mobile subscribers are not only much more than the land-line subscriber in the country,
but their number is also increasing at a much faster pace. This was along the expected lines as, for
the past few years, mobile phone subscriptions are growing at much faster rate than
fixed phone subscriptions with almost all leading operators focusing more on wireless.
Consequently, between March 2005 and March 2009, the country has added around 335 million
new wireless subscribers to reach a total of 391.76 million; however, the fixed line subscriptions
have declined by 3.46 million, down to 37.96 million over the same period, partly reflecting the
substitution effect.
The mobile subscriber base in the country is growing at such a fast pace that mobile operators are
breaking the record for net additions almost every second month. India, the world‘s fastest-
growing mobile services market, has added a record 16.02 million new wireless subscribers in
March 2009, which are the highest ever additions in a single month till now. As per telecom
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analysts, this was the highest growth recorded With in a 30-day period in any country.The
previous best was 15.41 million in January 2009
.
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Consequently, the total number of mobile subscribers [(GSM, CDMA & WLL (F)]* at the end of
March 2009 has touched 391.76 million as compared to 315.31 million in September 2008 and
261.09 million in March 2008.
In recent years, smaller towns have fuelled further growth in mobile telephony. An interesting
revelation is that currently, the cellular subscriber base is growing at a faster rate in Circles B and
C as compared to Circle A and metropolitan cities. Interestingly, the bulk of the new mobile users
are from the rural areas. As the country continues to add about 10- 11 million new connections
each month, the target of 500 million telephone subscribers by 2010 is expected to be met in
advance.
With increasing competition and the need for increasing the subscriber base in rural markets, the
call rates are declining which has resulted in the decrease of ARPU.
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In terms of market share, 92% of the subscriber base in India is on the pre paid connection, with the
remaining 8% on the post paid connection. This has also given rise to oppurtunities for generating increased
revenue like VAS and more exclusive roaming services to pre paid customers.
Telephony Subscribers (Wireless and Landline): 452.91 million (May2009)
Cellphones: 415.25 million (May 2009 )
Land Lines: 37.75 million (Jan 2009)
Yearly Cellphone Addition: 113.26 million (2007)
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Monthly Cellphone Addition: 15.41 million (Jan 2009)
Teledensity: 38.88% (May 2009)
Projected teledensity: 626 million, 46% of population by 2010.
Growth of Gsm subscriber in all circles
City/Circle Operators Apr'2009 May'2009
% Growthover previous
month
Metros Delhi Bharti Airtel 4913281 5013775
Vodafone Essar 4151163 4203442
MTNL 1934015 1947107
IDEA 2356703 2326058
Aircel Ltd 140010 239254
Delhi 13495172 13729636 1.74%
Mumbai Loop Mobile 2204676 2256862
Vodafone Essar 4445950 4517438
MTNL 2288214 2313158
Bharti Airtel 2811299 2821221
IDEA 825989 856365
Aircel Limited 61292 140627
Mumbai 12637420 12905671 2.12%
Chennai Aircel Cellular Ltd 2582580 2613806
Bharti Airtel 2207830 2268110
Vodafone Essar 1585998 1606108
BSNL 1103855 1109193
Chennai 7480263 7597217 1.56%
Kolkata Bharti Airtel 2506825 2527010
Vodafone Essar 2898756 2970734
BSNL 1591774 1582600
Reliable Internet 854217 854217
Aircel Cellular Ltd 548670 552914
Kolkata 8400242 8487475 1.04%
All Metros 42013097 42719999 1.68%
A' Circle Maharashtra Vodafone Essar 4917148 5141142
IDEA 7628044 7800638
Bharti Airtel 6018396 6036123
BSNL 3639056 361921722202644 22597120 1.78%
Gujarat Vodafone Essar 8207673 8415802
IDEA 4020894 4082321
Bharti Airtel 4202918 4253725
BSNL 2396780 2396819
18828265 19148667 1.70%
A.P. IDEA 5188665 5292520
Bharti Airtel 9471463 9821762
Vodafone Essar 4107549 4257943
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BSNL 3206400 3280453
Aircel Limited 86350 157237
22060427 22809915 3.40%
Karnatka Bharti Airtel 10136069 10322015
Spice Comm. 1683662 1715291
Vodafone Essar 3820630 3946252
BSNL 2397629 2462645
Aircel Limited 96670 145026
18134660 18591229 2.52%
T.N. Vodafone Essar 5398603 5550119
Aircel Limited 8346805 8654732
BSNL 3220697 3271811
Bharti Airtel 6360685 6569274
IDEA 6066
23326790 24052002 3.11%
A' Circle 104552786 107198933 2.53%
B' Circle Kerala IDEA 4472053 4607373
Vodafone Essar 3255172 3370227
Bharti Airtel 2420281 2502433
BSNL 2560514 2588012
Aircel Limited 93263 133195
12801283 13201240 3.12%
Punjab Spice Comm. 2487925 2519732
Bharti Airtel 3821780 3858426
BSNL 2852974 2873503
Vodafone Essar 2269320 2303023
11431999 11554684 1.07%
Haryana IDEA 1577879 1597891
Vodafone Essar 2260750 2310951
Bharti Airtel 1270229 1280162
BSNL 1685635 1762073
6794493 6951077 2.30%
U.P.(W) IDEA 4205253 4282063
Bharti Airtel 2415305 2468395
BSNL 2481615 2496465Vodafone Essar 4541351 4674719
Aircel Limited 31697 78358
13675221 14000000 2.37%
U.P.(E) Vodafone Essar 6879931 7176532
BSNL 5809362 5858803
Bharti Airtel 6147131 6467537
IDEA 2085662 2251382
Aircel Limited 41361 77173
20963447 21831427 4.14%
Rajasthan Vodafone Essar 5219675 5401156
Bharti Airtel 7267379 7572262
BSNL 2881541 2831732
IDEA 1249702 1288417
16618297 17093567 2.86%
M.P. IDEA 5210915 5400258
Reliance Telecom 2687646 2687646
Bharti Airtel 4830061 5001125
BSNL 2465882 2454994
Vodafone Essar 445847 534564
15640351 16078587 2.80%
W.B. & A & N Reliance Telecom 1465351 1465351
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BSNL 1919483 1947089
Bharti Airtel 3758817 3886556
Vodafone Essar 5091979 5249681
Dishnet Wireless 1216235 1295658
13451865 13844335 2.92%
B' Circle 111376956 114554917 2.85%
C' Circle H.P. Bharti Airtel 974495 991275
Reliance Telecom 740553 740553
BSNL 847435 869908
IDEA 143770 150247
Dishnet Wireless 138616 149604
Vodafone Essar 56894 63517
2901763 2965104 2.18%
Bihar Reliance Telecom 2931877 2931877
BSNL 2748449 2772670
Bharti Airtel 7778055 8159469
Dishnet Wireless 1462983 1502738
ABTL (IDEA) 1002106 1201417
Vodafone Essar 1048748 1251331
16972218 17819502 4.99%
Orissa Reliance Telecom 1393525 1393525
BSNL 1482198 1539364
Bharti Airtel 3122778 3253456
Dishnet Wireless 970150 990903
Vodafone Essar 481880 572757
IDEA 35019 100237
7485550 7850242 4.87%
Assam Reliance Telecom 1425863 1425863
BSNL 891616 898328
Bharti Airtel 1622477 1684159
Dishnet Wireless 1808533 1880377
Vodafone Essar 190474 231625
5938963 6120352 3.05%
N.E. Reliance Telecom 466344 466344Bharti Airtel 969504 1005121
BSNL 701036 718646
Dishnet Wireless 1073893 1143859
Vodafone Essar 210129 245980
3420906 3579950 4.65%
J & K BSNL 839672 842860
Bharti Airtel 1708248 1785817
Dishnet Wireless 886191 930250
Vodafone Essar 56268 85664
3490379 3644591 4.42%
C' Circle 40209779 41979741 4.40%
Apr'2009 May'2009
All India 298152618 306453590 2.78%
Additions 8300972
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Mobile Operators in India
Airtel
Aircel
BSNL
MTNL
Idea Cellular
Spice Telecom (Over taken by Idea Cellular)
HFCL CONNECT
Tata Indico
Reliance mobile
Loop Mobile (Formly BPL Mobile), (Loop telecom the holding company of Loop mobile)
Shyam Telelink
Virgin Mobile(MVNO)
Vodafone (Formerly Hutch)
Datacom
Unitech
MTS India
DoCoMo
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The GSM subscriber figure till Jan 2009
1 Bharti Airtel 88382758 33.04%
2 Vodafone Essar 63340024 23.68%
3 BSNL 42673357 15.95%
4 IDEA 40016153 14.96%
5 Aircel 16761397 6.27%
6 Reliance Telecom 10353841 3.87%
8 MTNL 4003807 1.50%
9 BPL 2007303 0.75%
All India 267538640
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Value Added Services - Introduction India is going through a telecom revolution, especially in the wireless telephony segment
Globally in terms of mobile subscriptions, India is the world‘s second largest wireless market
after China. At the end of June 2008, the total wireless subscribers (GSM, CDMA & WLL(F))
base was 286.86 million. A total of 8.94 million wireless subscribers were added during the
month of June 2008 as against 8.62 million wireless subscribers added during the month of May
2008.
As a result the overall tele‐density rose to 28.33% by end of June 2008 as against 27.59% in May
2008. This growth of the sector can be clearly attributed to the favorable and improved regulatory
structure, declining handset prices and innovative pre paid tariff structure.
The adoption of mobile telephony remains unparallel in scope, as users from diverse segments
increasingly choose to exercise the option of personal mobility
The success of the market can be gauged from the fact that mobile user base has surpassed the PC
user base in India and very soon the Indian market will have more mobile users than TV viewers
The growing intensity of competition has led to more services for the end user at lower prices. This
has had an effect of stimulating demand and thus increasing the category adoption rate. As more
users have been added to the subscriber base, it has led to a further downward pressure on operator
costs.
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We are witnessing an era when users buy mobile phones not just to be in touch, but to express
themselves, their attitude, feelings & interests. Customers continuously want more from their
phone. They use their cellular phones to play games, read news headlines, surf the Internet, keep a
tab on astrology, and listen to music, make others listen to their music, or check their bank
balance.
Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire
cellular industry is heading towards it to provide innovative options to their customers. Spoilt by
choice, the mobile phone subscribers are beginning to choose their operators on the basis of the
value added services they offer.
As we have seen, Telecommunication has moved beyond providing just basic voice calls. The
mobile phone has evolved from a mere communication device to an access mode with an ability to
tap a plethora of information and services available in the ecosystem. This is the reason why it is
now being referred to as the ‗fourth screen‘, after Cinema halls, Television and PC.
Need for MVAS
Over the last 5 years, the telecom industry has understood the importance of MVAS. Given the declining
ARPU and increasing competition among operators it‘s imperative to focus on alternate revenue streams.
That‘s where there is a felt need for capitalizing on the Value Added Services Market.
The reasons for the increasing importance of MVAS can be classified as:
• Decrease in ARPU despite increase in MOU: Though the subscriber base is growing
at a rapid pace and has positively impacted industry revenues, operator margins also have shrunk
owing to competition and lower ―Average Revenue per User‖ (ARPU) as the major growth is
coming from bottom of the pyramid. As ARPU declines and voice gets commoditized, the
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challenge is to develop alternative revenue streams and retain customers by creating a basis for
differentiation in high‐churn markets.
• Need for differentiation: There is a greater need among the telecom operators to
differentiate themselves from each other.
Number of Licensees: With increasing number of licensees (98 UASL, and 37 cellular
licenses) in the telecom space the average numbers of operators in many circles have increased to
5‐6 operators offering more choices to the consumer. Thus the competition among the operators
has increased tremendously. Therefore it is very important for them to differentiate themselves
from the others. Now that voice has got commoditized these operators are using MVAS for their
differentiation and marketing these services heavily for creating awareness among the consumers.
o Decreasing Call Rates: In order to attract consumers with relatively low purchasing
powers primarily from Semi Urban and Rural India the operators have drastically reduced the call
rates making it affordable to even the lower segment of society. The tariff in India is one of the
lowest at Rs.1 per minute as compared to the tariff in developed nations like USA and UK where
the call rates are Rs.13 and Rs7‐8 respectively.
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3G Bidders who are non operators: The arrival of the new technology will give rise to
greater competition as many non operators are also bidding for the 3G licenses. Therefore there
would be greater need t6o differentiate one self in order to attract new customer and retain the
existing ones.
Saturation in metro and Urban Market: The metro/urban areas offer high level of
penetration and have significant number of mobile subscriber. Therefore capitalizing on VAS will
gave operators opportunity to increase ARPU by providing premium services
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Defining VAS The fundamental question that remains is how VAS is defined. A clear MVAS definition is not
only required to clear the air among the MVAS providers but it will also have an impact on the
dynamics of the Value chain. A detailed definition of VAS might have an impact on the licensing
issues surrounding VAS.
Let‘s look at different VAS definitions floating in the market
Basic definition of a VAS:-
―Value Added Service (VAS) in telecommunication industry refers to non‐
core services, the core
or basic services being standard voice calls and fax transmission including bearer services‖.
The value added services are characterized as under:‐ • Not a form of core or basic service but adds value in total service offering.
• Stands alone in terms of profitability and also stimulates incremental demand for core or basic
services
• Can sometimes be provided as stand alone.
• Do not cannibalize core or basic service.
• Can be add‐on to core or basic service and as such can be sold at premium price.
A value added service may demonstrate one or more of these characteristics and not necessarily
all of them. In some cases, the value added service becomes so closely integrated with the basic
offering that neither the user nor the provider acknowledge or realize the difference.
A classic example is of P2P SMS. Some of the operators do not consider P2P SMS as part of their
VAS revenue.
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Definition as per TRAI
In the Unified Access Service License (UASL), VAS is defined as follows‐
“ Value Added Services are enhanced services which add value to the basicteleservices and bearer services for which separate licence are issued ”
The Government of India issues licenses for the following Value Added
Services:‐ 1. Public mobile trunking service
2. Voice mail service
3. Closed users group domestic 64 kbps data network via INSAT satellites system
4. Videotex service
5. GMPCS
6. Internet
7. Audiotex
8. Unified messaging service
For mobile telecommunication market, a simple definition of VAS would be‐
Mobile value-added services (VAS) are those services that are not part of the basic voice
offer and are availed off separately by the end user. They are used as a tool for
differentiation and allow the mobile operators to develop another stream of revenue.
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The Role of VAS
This is where the role of VAS (Value Added Services) comes into focus. Operators are facing cut throat
competition and with the call rates in India being one of the cheapest in the world, the margins are very low.
Therefore they are looking at VAS as the next wave for growth. It has become the flywheel of telecom
growth and a large chunk of revenue for operators is likely to come from VAS services in the years to
come.
But it is not only effort from operators which is driving the growth of VAS, there are other factors
contributing to it.
The growth of VAS in India has been helped both by macro level environmental factors and specific market
initiatives to develop this category.
Environmental factors driving VAS:-
Booming economy:- India has maintained its position as the second-fastest growing major
economy after China, as rising consumer and government spending taking place. Consumption and
infrastructure spending are driving the growth. This booming economy has created job
opportunities and increased the spending power of an average Indian. This has resulted in higher
disposable incomes and faster acceptance of new technologies with a willingness to spend for
them.
Increasing comfort levels with basic mobility services
There is now a critical mass of users in the Indian mobile telephony market who are experienced mobility
users. These users are very comfortable in using their phones and want to exercise the option of doing more
on them beyond basic voice applications. The first phase of growth for VAS has come in from these
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converts; and these users will continue to drive the market and evolve into more advanced applications. At
the same time the basic VAS applications will also continue to appeal to the new mobility category initiates.
Personalization of the digital world and digital devices
With increasing pressures and stress on individuality, mobility users also want to carry forward
their individuality to their mobile device. Thus for a large number of users the mobile phone has
become a truly personal device and VAS has become an extension of persona. The enormous
success of Caller Ring Back Tone (CRBT) is an excellent example which illustrates that users are
ready to adapt to any service which offer them the option of personalization.
Market efforts driving VAS
For the operators, success of VAS has become important for their growth. This has led to a sharp
focus on marketing & tie-ups and a somewhat limited focus on development of content. Most
operators are now trying to innovate in their VAS offerings and create sharper differentiation for
their offerings.
Focus on movies & music
Movies & Music are the passion of India. Most of the rich content available to the end users
revolves around these two, with Ringtones of popular Bollywood songs, Wallpapers of movie
leads and games developed around movie themes.
SMS contests
Television is another culturally entrenched constant in the life of the average Indian. Typically TV
viewing has been a passive affair, however following the global trend TV channels have been
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focused on making programming interactive. Thus programs, especially music & contest shows
have started giving the option to their viewers to participate through SMS. A popular show like
Kaun Banega Crorepati (KBC) generated 58 million SMS over a 3 month period. These
shows have also been a key driver in increasing familiarity with basic SMS for traditional low user
segments like non-working women.
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DIFFERENT VAS CATEGORIES
Comparative evaluation of Mobile VAS access modes
India has a diverse and multi‐lingual population with a variety of needs. Mobile Value Added
Services market is in the growth phase. The industry stakeholders need to ensure that the right mix
of content and access mode is made available to the relevant user groups.
With the advent of new technologies like 3G and USSD, the contribution of various modes to the
overall MVAS revenues is likely to change in the near future. With availability of vernacular
content, Voice would gain prominence.
Mobile internet access would also get a boost with cheaper data enabled handsets, lower GPRS
tariff and better WAP connectivity by telecom operators.
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The VAS business model
The mobile VAS market in India has evolved into a complex ecosystem. There are multiple
entities involved in the value chain but our research reveals that it is still not well defined and lot
of overlapping takes place. A single entity performs one or more roles and several are also
focusing on expanding their existing roles.
The main entities involved in VAS value chain are shown in figure:-
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Understanding the role of various entities :--
Content Aggregators/Developers:
The MVAS growth has given birth to a new entity which aggregates content originally designed
for some other media, from different sources. Some of the content aggregators also develop
content especially for mobile phones for e.g. mobile games.
On one hand they coordinate with operators and on the other, with content owners and smaller
aggregators. Another key role played by them is handling of the IPR related issues ‐ thus reducing
the burden of the mobile operators.
Content Owners
These are the actual owners of the content who hold the copyright of the same. Though the content
is developed for some other media, the MVAS has started contributing significantly to their overall
revenue generation. A good example is of CRBT which is giving good revenue to the music labels.
They mostly provide content to Content Aggregators but also some times interact directly with the
operators. In recent cases, Content owners sell the content directly to handset manufacturers for
e.g. Nokia tied up with Om Shanti Om providing exclusive songs, wallpapers, games, etc.
Traditional Media Companies
Media companies like TV channels and FM channels have also joined the bandwagon. All the big
TV channels have started selling their content through short codes. STAR has even launched a
mobile division named STAR Mobile Entertainment to provide mobisodes and mobile related
content.
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The key revenue source for the media channels is Voting in shows like Indian Idol and
contest participation in shows like Paanchvi Paas. Post the success of talent hunt shows and
contests like KBC, the TV slots ave been flooded with such shows and other reality shows.
Technology Enablers
Technology partner & platform enablers handle software platforms and authoring tools. Thus they
provide the backbone to all the MVAS being provided. The technology backend include solutions
like Televoting system, Voice portal, etc.
Short Code Providers
These are the companies who own a short code (e.g. 58888, 53456 etc) which is sold to a third
party client for some keyword and a specific period. On one hand they need to tie up with the
operators to ensure their short code works across subscriber base and on the other hand they sell
their short code to other companies like real estate, hospitals, etc. who advertise their products
using the short code.
Handset manufacturer
The handset manufacturers have joined the bandwagon and have started tying up with Content
owners to provide pre loaded content on their handsets.
Content converter
Since most of the content in MVAS is originally designed for some other media, it needs to be
converted into mobile compatible format. This is where content converters enter the value chain.
They interact with the operators and work closely with them.
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Revenue Distribution system
Under VAS Business__
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Revenue distribution ( KEY FACTOR )
The current revenue distribution is in favor of mobile operators who capture anywhere between
60‐80%. Technology enablers get anywhere between 10‐ 20% and content aggregators get 10‐15%
of the revenue. The content owner gets 5‐10%.
Operators cite infrastructure development, cost of acquiring subscribers, and marketing costs as the
reasons for the higher revenue share on their side. Thus, operators have the highest bargaining
power. Since there is only handful of operators with market share in double digits, it is
not business sense to ignore any of these.
Once the number of operators increases, the revenue share of operators is expected to dilute.
Without regulation, the above scenario is unlikely to change in near future“
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6 M’s of Mobile Application Industry
Mobile Applications are developed using the Six M's (previously Five M's)
service-development theory created by the author Tomi Ahonen with Joe
Barrett of Nokia and Paul Golding of Motorola.
Six M’s
Movement ( location )
Moment ( time )
Me ( personalization )
Multi-user ( community )
Money ( payment )
Machines ( automation )
The Six M's / Five M's theory is widely referenced in the telecoms applications
literature and used by most major industry players. The first book to discuss
the theory was Services for UMTS by Ahonen & Barrett in 2002.
.
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Future of MVAS
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Rational revenue structure: With the growth of MVAS market in India, more rationality
will emerge in the revenue structure. The revenue structure would be dependent on the value added
by the respective stakeholder in delivering the product to the end user. This would enable the
growth of MVAS market in India.
Rural MVAS market: MVAS market in India is largely dominated by urban population,
with rural constituting around 15% of the total market. Rural MVAS market would witness
marginal growth and would grow to around 20% in the next couple of years. The growth drivers
would be availability of vernacular content, entertainment services and voice based
services.
Growth of M‐commerce market: M‐commerce has tremendous growth opportunity in
India. High penetration of mobile phones would give a boost to this industry. The stakeholders
need to work in tandem to ensure that issues like low awareness, security constraints, user
friendliness and pricing of the services are aligned towards the consumers. The services that would
provide boost to the m‐commerce market in India are mobile marketing, mobile banking and
mobile payment. A major step has been taken by RBI in issuing the mBanking guidelines.
Differential pricing of content: The telecom operators have already taken a step in this
direction. Further, in an attempt to cater to the expanding mobile subscribers in India, the telecom
operators will price the content in a manner suitable to the target respondent.
Deployment of NGN network:
Introduction of Next Generation Network would enhance the quality of services in the MVAS
market in India. The users would be able to access more feature rich services. NGN uses soft
switch technology, which is based on Packet Switching/IP phone and enables introduction of new
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MVAS speedily at reasonable cost. Soft switch in NGN provides basic and supplementary services
called core services while the MVAS are outside the soft switch as application services configured
through value added application servers. Generally the application servers are interfaced with soft
switch with open and flexible application programming interfaces. This helps in brining down new
MVAS launch time and cost. Hence with usage of NGN network in India, we can expect greater
proliferation of feature rich MVAS.
Number portability:
Government of India is planning to launch number portability in the metros by March 2009 and in
all the remaining circles by September 2009. This would enable users to change service providers
while retaining the mobile number. Number portability is expected to have an interesting impact
on the MVAS industry.
Currently, MVAS services are not a key decision making parameter while purchasing the mobile
phone connection. Therefore, with the introduction of number portability, operators are expected
to focus their energy and investment in providing better voice services. But once the voice services
(network, billing, etc.) cease to become a differentiating factor, the operators will focus more on
MVAS to differentiate themselves and hold on to their customers. This is expected to give a boost
to the MVAS industry
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Company Profile
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The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and
Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of
74%.
Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu
within 18 months. In December 2003, it launched commercially in Chennai and quickly
established itself as a market leader – a position it has held since.
Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern
frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18
months of operations. Till today, the company gained a foothold in 18 circles including Chennai,
Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West
Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East), Maharashtra &
Goa and Mumbai.
The Company has currently gained a momentum in the space of telecom in India post the
allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles
across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana,
Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP
(East).
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Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for
overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size
utility company in Businessworld‘s ‗List of Best Mid-Size Companies‘ in 2007. Additionally,
Tele.net recognised Aircel as the best regional operator in 2008.
With over 20 million happy customers in the country, Aircel the fast growing telecom company in
India has revved up plans to become a full-fledged national operator by end of 2009.
The journey of the AIRCEL can be shown by given below figure,from this figure we can see that
the company is growing very fast towards the success, the company is No.1 in the Tamil Nadu,
Chennai and Assam/NE and is successfully launched in the Kolkata City. The Aircel Pan shows
its widespread area.
AIRCEL SERVICES:-
Aircel is the first cellular operator in India to launch Wireless internet services using Wi-MAX
technology. Aircel‘s network provides 2G and GPRS services , and is EDGE capable. It is the first
cellular operator to launch the net services at the rate of Rs.98 and therefore has marked this price
as the benchmark for its competitors.
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AIRCEL FAST FACTS:-
Some of the important facts related to the Aircel can be summarizied as below:
1. It has the turnover of more than Rs.2400 Crores (USD 480 mn).
2. It is the fastest Growing Telecom Company in India in 2007.
3. Market Leader in Four Circles - Chennai, Tamil Nadu, Assam& North East and
number 2 in the ten circles of operation.
4. It has crossed 14 Million Subscriber as on date.
5. First to Roll out 100% EDGE
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VAS
UP East
Music on Call
Aircel pocket internet
Voice Station
Subscription Services
MMS
Missed call alerts
Dialer Tunes
Live Astrology
Doctor On call
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Music on Call
Now listen to music of your choice from the list of hit numbers without any interruption with Aircel‘s new
"Music on Call".
No breaks, no unnecessary chatter, just good Music. So stay tuned and by just subscribing to the service.
*Launch Offer:
As a launch offer, for the first 3 months all the customers registering for monthly pack of Rs. 30 will be
given 45 minutes instead of 30 minutes. Post 3 months launch offer, all existing & new customers will be
given only 30 free minutes per month under Rs. 30 pack.
Following are the Tariff details for Music on call service:
Option 1) Just pay & use by dialing IVR 54321 @ Rs.2 / minute
Option 2) Subscription pack through IVR 543213 (Toll Free) wherein you can subscribe to monthly pack @
Rs. 30 with 30 minutes free usages. Below given are the monthly rental & Top-up charges:
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Pack Tariff (Rs.) Charged during Free Minutes Validity
30 Subscription 45 Mins* 30 days
20 Renewal 20 Mins 20 days
10 Renewal 10 Mins 10 days
Top Up (Rs.) Free Minutes Validity
20 20 Mins Nil
10 10 Mins Nil
Aircel pocket internet
Non-stop downloads of your favorite stars' Wallpaper, latest Polyphonic Ringtones,
MP3 tones, True tones, Music Videos, Movie videos, Themes, Movie Themes and
Mobile games only on Aircel pocket internet.
What’s more, activating this service is free and browsing the portal is charged just
@10p/10Kb. Please do check your handset compatibility for downloads.
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Aircel presents Pocket Internet Pack @ 98* at a very nominal cost wherein you
will get multiple goodies like unlimited surfing, uploading & downloading on your
GPRS enable handset & to your laptop/computer. Also you can download some free
content downloads i.e. wallpapers & games through a specific WAP URL on your
mobile handsets only.
Activation Process:
Simply visit to your nearest Aircel retail outlet and just E-Top Up / recharge with Rs.
98.
De-activation Process:
This is a 30 days pack so after 30 days it will automatically get disconnected if not
renewed.
Charges:
Just E-Top Up / recharge with Rs. 98 to activate this pack.
Post usage of free benefits, customers will be charged @ 10 paisa per 10 kb
Content download charges as applicable from Aircel Pocket Internet E.g.
Themes, Ringtones, Wallpapers, etc.
Validity:
Validity of 30 days / 1 day from the date of activation.
The pack runs for only 30 days, No cumulative validity provision. So if a user
recharges before the expiry of 30 days, it’ll again provision him for 30 days not
for 30 + balance days in his account.
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Customer should have validity in his main account to avail the offer.
Free Content URL:
A URL link will be sent to user which will lead the user to a micro portal to
enjoy the free content mentioned.
Free content can only be availed out of the content available on micro portal
not from the main site.
Free content will be available in maximum 24 hours after recharge.
http://203.199.114.181/operator/Dishnet/GenWap/?mnu=ehome&event=
free3
Dialer Tunes
Aircel introduces Dialer Tunes! Get rid of boring Tring Tring and make your callers listen to latest tunes.
Dial 56500, Registration Rs.30/month, call Rs.6/min & Rs.15/song.. Song validity is for a period of 90
days.
Missed Call Alerts
Want to know who called you when your mobile was switched off or out of coverage area?Just
subscribe to the Aircel Missed Call Alerts service (MCA). There are two simple ways of doing it.
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Monthly subscription:-
To register
send SMS MCA < space > R to 58999 (Toll free)
Subscription Charge: Rs. 15/month.
To Unregister
send SMS MCA < space > D to 58999 (Toll free)
After subscribing to the monthly service, you will receive alerts on your mobile for all the missed
calls at no extra cost.
Pay as you use option
You also have the option of not subscribing to the service. In this option you can get the
missed call alerts for the every request you send.
ServiceSubscription
KeywordSend To Charges Alerts Time
News Headline +
Breaking NewsSUB NEWS 58000 Rs 7/week Twice a day 10:30 & 16:40
Cricket NEWS &
SCORESSUB CRI 58000 Rs 7/week Ball by Ball update 9:00
Jokes Alert SUB JOKES 58000 Rs 7/week Once a Day 13:30
Astro PackSUB ASTRO
<SUNSIGN>58000 Rs 7/week Once a Day 13:00
Stock Alert SUB STOCK 58000 Rs 7/week Thrice a Day10:15 & 13:00
& 17:00
Though of the Day
AlertsSUB THO 58000 Rs 7/week Once a Day 9:30
Mehfil-E-
Timepass/ShayariSUB SHAYARI 58000 Rs 7/week Twice A day 13:00 & 14:55
Love Express SUB LOVE 58000 Rs 7/week Once a Day 11:15 & 14:00
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Beauty Tips Alerts SUB BTIP 58000 Rs 7/week Once a Day 13:45
Health Tips Alerts SUB HTIP 58000 Rs 7/week Once a Day 17:30
Receipe Tips Alerts SUB RTIP 58000 Rs 7/week Once a Day 15:20
Fun Unlimited Alerts SUB FUN 58000 Rs 7/week Once a Day 10:00 & 14:45
Regional News
AlertsSUB RNEWS 58000 Rs 7/week Once a Day 14:50
Ayurvedic Tips
Alerts
SUB ATIP 58000 Rs 7/week Once a Day 7:30
Amazing Facts
AlertsSUB AF 58000 Rs 7/week Once a Day 12:30
Numerlogy AlertsSUM NUM1 TO
NUM958000 Rs 7/week Once a Day 13:45
Guru Granth Sahib
AlertsSUB GURU 58000 Rs 7/week Once a Day 7:00
Geeta Shloakas SUB Geeta 58000 Rs 7/week Once a Day 6:40
Holy Bible Alerts SUB BIBLE 58000 Rs 7/week Once a Day 6:40
Quran Alerts SUB QUR 58000 Rs 7/week Once a Day 8:45
Ram Charit Manas
AlertsSUB RAM 58000 Rs 7/week Once a Day 8:45
Friendship Messages
AlertsSUB FRIENDS 58000 Rs 7/week Once a Day 14:00
Career Guru Pack SUB CG 58000 Rs 7/week Twice a day 10:00 & 14:00
Fundoo Pack SUB FNP 58000 Rs.30/month Twice a day 11:00 & 16:00
Super Sports Pack SUB SSP 58000 Rs.30/month Twice a day 10:00 & 15:00
Word-a-Day SUB WORD 58000 Rs 7/week Once a Day 9:35
Bihar News SUB NEWSBH 58000 Rs 7/week Once a Day 11:40
News - Bengal SUB NEWSBN 58000 Rs 7/week Once a Day 11:40News - Kerela SUB NEWSKER 58000 Rs 7/week Once a Day 11:40
News - Kernataka SUB NEWSKK 58000 Rs 7/week Once a Day 11:40
News - Maharashtra SUB NEWSMAH 58000 Rs 7/week Once a Day 11:40
News - NCR SUB NEWSNCR 58000 Rs 7/week Once a Day 11:40
News - North East SUB NEWSNE 58000 Rs 7/week Once a Day 11:40
News - Punjab SUB NEWSPUN 58000 Rs 7/week Once a Day 11:40
News - Rajasthan SUB NEWSRAJ 58000 Rs 7/week Once a Day 11:40
News - TN SUB NEWSTN 58000 Rs 7/week Once a Day 11:40
News - UP SUB NEWSUP 58000 Rs 7/week Once a Day 11:40
News - Gujrat SUB NEWSGJ 58000 Rs 7/week Once a Day 11:40
News - AP SUB NEWSAP 58000 Rs 7/week Once a Day 11:40
News - J&K SUB NEWSJK 58000 Rs 7/week Once a Day 12:40
Aduilt Jokes SUB AJ 58000 Rs 7/week Once a Day 10:00
To unsubscribe from any of the services please contact Aircel Customer Care.
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SMS Charges to 58000: Rs.3/SMS
» Voice Station (Call 55500)
Aircel 55500 service offers you a host of never before services - from music on your mobile to tit-bits
about celebrities. All you need to do is call 55500 from your Aircel mobile and follow the simple
instructions to enter a world of information and entertainment. The service recognises your voice and
gives information based on the command given by you.
Music Messaging and Ringtones
Browse through the rich selection of music across the various categories and languages and listen to your
favorites while on the go, also you can dedicate songs with a personal message to any Aircel number.
You can download ringtones of these songs.
We have wide collection of music based on occasions like birthdays, valentines, Rakhi, Diwali, Holi,
New Year and song collections on Latest hits, Classic, Romantic Hits
Prayers
Perform pooja from your Aircel mobile. Listen to an exhaustive collection of devotional songs
like Supbrapatham, Bhajans, Amman Songs, Gayathri & Gurbani.
Astrology Service
You can check your horoscope for the day, by entering your birth date. Astro info is updated
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every day.
News
Get the latest news updates. Information is available across Regional, State, National and International
categories.
Calls to 55500 services will be charged at Rs.6/min. Conditions Apply.
Sports
Get the latest news and information about the happening in the sports world, like live commentary,
scores, schedules etc.
Jokes
Smile with us by listening to the jokes. We have exhaustive collection which will make you burst in
laughter for sure.
Call rates Rs. 6/min.
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SWOT Analysis of Aircel
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STRENGHTS:
•Strong Brand connect : Market leader in 4circles.
• Market Share: 17% in the Circles they operate.
• Recognition : Very good top of the mind recall.
• UP E Launch : Stepping stone for Pan India footprint
• High on Innovation
• Technologically Superior : Telecordia IN & SIEBEL CRM . (Best CRM software in
the industry)
• Positioning: Crystal clear
WEAKNESS:
• Network Disadvantage : 1800MHz
• Entered Indian market just 2 years after Airtel (in 1997) but still remained a
regional player till 2005.
• Limited distribution reach.
• Phase 1 launch addressing 10% population
• Low participation in High ARPU Postpaid & PCO market
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OPPORTUNITIES:
• Innovation in Distribution.
• Retail VAS rigorously
• Innovation in Marketing Communication
• Deliver Extraordinary Customer Service
• High end competition churn
• Chance to make strong position with innovation In gprs section
THREATS:
• New Operators like Etisalat, Telenor, SSTL, TATA GSM
• Reliance GSM : Price Discounting
• Stringent Regulatory Compliances
• Telecom operators are fighting to get the highest market share.
• New plan can take place in competition to aircel GPRS plan
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
(a.) Research Design : Exploratory Research
(b.) Sample Design :
(i) Sample Unit – all the retailers selling mobile recharges &
connections.
(ii) Sample size – 100 respondents from retailers
(iii) Sampling Technique – Cluster sampling (Area / geographical cluster
sampling) and convenience sampling.
(iv) Sampling Area – Urban & Semi-urban areas of cities like kanpur, Lucknow in
the UP-East circle.
(c.) Data collection :
(i) Sources – Primary and secondary sources
.(ii) Tools - Questionnaires (primary) and Internet, Aircel (lko) employees, mobile
retailers, books (secondary).
60%
40%
No.of Respondents
Lucknow
kanpur
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DATA ANALYSIS
Leading mobile service provider
From the analysis it was found that overall BSNL is the leading mobile service
provider,followed by Reliance, Airtel and Vodafone amongst retailer
SECONDARY MOBILE SERVICE PROVIDER
Most of the respondent do not have secondary mobile service provider and those who prefer to
have seconadry number generally go for Reliance and BSNL and again here also the reasons for
having their preference over them is call rates followed by network and offers & schemes.
45%
21%
15%
11%
7%
1%
BSNL Reliance Airtel Vodafone Tata indicom Idea
66%
2%
2%
5%
10%
1%10%
4%No Vodafone Idea Airtel BSNL Aircel Reliance Tata inicom
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RECALL VALUE OF DIFFERENT MOBILE SERVICE PROVIDER
BSNL comes out to be the service provider which lies at the top of the mind of the UP(E)
consumer, this is followed by the Airtel by 19%, Reliance by 14% and Vodafone by 13%.
ii) Unaided Recall
As it is clearly seen that after BSNL Airtel is the brand which comes to the mind of the customers,
therfore in the unaidd category Airtel is the winner.if we combine all the categories than we can
make out that vodafone and airtel were having maximum presence in the minds of the customers.
38%
19%
14%
13%
10%
4%
2%
Total
BSNL Airtel Reliance Vodafone Idea Tata indicom Aircel
35%
23%
13%
12%
10%
4%3%
Airtel Vodafone Reliance BSNL Idea Tata indicom Aircel
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VARIOUS PARAMETERS OF MOBILE SERVICE PROVIDER
i) VAS ( value Added Services )
For the VAS services Airtel was ranked on top,it was closely followed by Vodafone and the Aircel
was having contribution of 7%.
Offers and Schemes
In offers and schemes also the Airtel is on the top,BSNL is on the second position with 21%
followed by Vodafone with 19%,while Aircel was having 2% contribution.
29%
27%
12%
11%
10%
7%4%
Airtel vodafone BSNL Reliance idea Aircel Tata Indicom
VAS SERVICES
31%
21%
19%
17%
7%
3% 2%
Airtel BSNL Vodafone Reliance Idea Tata Indicom Aircel
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ii) Network
Airtel is the mobile service provider which has the best network coverage according to the
Retailers of the UP(E).BSNL just 2% behind the Airtel secures the second position and Vodafone
is on the third place.
iii) SERVICE
The customers are satisfied by the service provided by the Vodafone,Airtel is on the second
position and BSNL lies on the third place,while Aircel is having 1% contribution.
31%
21%19%
17%
7%
3% 2%
Airtel BSNL Vodafone Reliance Idea Tata Indicom Aircel
28%
24%
22%
9%
7%
6%
3% 1%
Vodafone Airtel BSNL Reliance Idea Tata Indicom None Aircel
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iv) CALL RATES
The BSNL was voted to be the mobile service provider that provides with the cheapest call
rates,followed by the Reliance and Airtel on the third position.
AWARENESS ABOUT THE AIRCEL
It can be seen that 91% of the customers are aware of the AIRCEL and only 9% are
unaware of it.
43%
17%
14%
11%
7%
6%
2%
BSNL Reliance Airtel Vodafone Idea Tata Indicom Aircel
91%
9%
Yes No
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AWARENESS ABOUT THE POCKET INTERNET
RECALL VALUE OF THE AIRCEL ADVERTISEMENT
People are able to recall the pocket internet more in comparison to the make my
trip which was launched before.
52%
48% YES
NO
9%
40%
23%
23%
5%
Don’t know Pocket internet Make my trip
Hoarings Glow sign boards
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CONCLUSIONS
Most of the customers who are aware of the Aircel are still unaware of its product
“Pocket Internet”.
The best feature of the Aircel which has got the attention of the customers is its
call rate & POCKET INTERNET PLAN.
Many of the respondents intend to be the Aircel user,which is because urban
area customers are easily able to recall the Aircel and are attracted by the its
schemes based on call and VAS.
Aircel is having its awareness not only in youths but also in the middle aged
person,people are really appreciating the way Aircel is trying to advertise itself
in its new circle.
POCKET INTERNET PLAN is Playing a Major role in Selling of Aircel Sim
People have appreciated the Rs 98 scheme and Bihar roaming free plan
In terms of Schemes people preferred IDEA, RELIANCE GSM as their first
choice
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Aircel will have to compeit with RELIANCE GSM , In terms of plan & other
services because both are new operator in u.p east circle
Retailers prefer Reliance in terms of services
Retailers have appreciated Aircel , BSNL in terms of commission
Retailers believe that if the network of the Aircel gets improved than definitely
its customer base will increase.
Airtel has been appreciated for it network, VAS and offers and schemes.its
advertisement have also appeal to the customers.
The recall value for the Vodafone has been increased after the zoo zoo ad
campaign and its subscriber is increasing day by day.
Though the middle aged person are still loyal with BSNL,youth have emerged
to try Airtel , Vodafone and other new telecom brands.
According to retailers the sale of Aircel was good at its earlier stage of
launch,than it went down and after the launch of pocket internet its sale got
increased but due to n/w problem it has again got down.
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RECOMMENDATIONS
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RECOMMENDATION
1. At the present stage.network coverage is the biggest hurdle for the Aircel in its way
towards success.
2. Aircel should try to put more effort for creating awareness in the rural areas
because rural areas customers are still unaware of it,therefore it needs to
increase its availability in the rural areas.
3. Pocket internet needs to little bit more advertisement,because who are aware of
Aircel are still unaware of Pocket internet.
4. Connectivity and customer care service should be also handled very well because
these two are the factors because of which customers are dissatisfied with their
present mobile service provider. Therefore company needs to invest in this area
also,to be competitive.
5. Matchbox/Sachet Strategy
6. Emotional Appeal through Advertising
7. New Services on regular intervals
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Retailers recommendations
“Make customers more aware”
AIRCEL EXECUTIVE’S VISITING FREQUENCY IS VERY POOR , THEY
(RETAILERS) HAVE NOT SUCH COMPLAIN AGAINST OTHER OPERATORS
PROVIDE PROMOTION AND INFORMATION BROCHURES LIKE OTHER
OPERATORS DO ,SO THAT THEY CAN GUIDE THE CUSTOMER TO HAVE
AIRCEL CONNECTION
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LIMITATIONS___
1. The telecom market is too vast and it is not possible to cover each and evey
dealer,manufacturer and seller in the available short span of time.
2. Generally the respondents were busy in their work and were not interested in
responding rightly.
3. Most of the respondents were not maintaining proper knowledge of various
services provided by their company, so they were unable to provide exact
information.
4. Due to the human behavior information may be biased. Mainly in the BSNL case.
5. The study is also limited to two cities. Since it is possible that different cities
would have a different socio-cultural milieu, further research can be carried out to
study the differences in orientation across cities/regions.
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BIBLIOGRAPHY
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BIBLIOGRAPHY:
Books:-
Kotler Philip – Marketing Management, (Pearson Education 12th
Edition)
Kothari C R – Research Methodology Methods and Techniques, New Age International
Publishers, 2nd Edition, 2004 )
Market research by Tull and Hawkins – Marketing Research
ANNUAL REPORT:-
TELECOM REGULATORY AUTHORITY OF INDIA ( 2009-2010)
CELLULAR OPERATOR ASSOCIATION OF INDIA ( 2009-2010)
MAGZINES:-
BUSINESS STANDARD
BUSINESS WORLD
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APPENDIX
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RETAILER’S QUESTIONNAIRE
NAME OF THE RETAILER: __________________
NAME OF THE SHOP: ___________________
TSM NAME: ___________________
CONTACT NO: ___________________
LOCATION: ___________________
CITY: ___________________
Dear Retailer,
Please answer the following questions fairly according to your choices and
preferences, by putting a tick mark in the boxes:
1) Which of all mobile connection are available in your outlet :
Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( ) Tata
Indicom ( ) All ( ).
2) On an avg. how many connection do you sell monthly?
0-10 ( ) 10-50( ) 50-100 ( ) 100-200 ( ) 200 and above ( ).
3) Which mobile connections and coupons you sell the most?
Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( )
Tata Indicom ( )
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4) Why is it so? Because of ----
Customer’s demand ( ) Tarrifs ( ) Better schemes ( ) Better network ( )
VAS services ( ).
5) How many connections of Aircel you sell in a month?
0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).
6) Do you know about POCKET INTERNET pack(14 & 98) provided by Aircel?
Yes ( ) No ( )
7) How many packs of pocket internet do you sell in a month Seperately for 14 & 98 ?
0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).
8) Do you encourage the new customer to take Aircel connection?
Yes ( ) No( ).
9) Are the customer’s coming to take the Aircel SIMS just because of POCKET
INTERNET PACK?
Yes ( ) No ( )
If not pocket internet then what reasons?
Tariff ( ) Network ( ) Schemes ( ) SMS packs ( ) Roaming charges( ) .
10) How many customer’s are taking Aircel connection just because of VAS SERVICES?
0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 40-50 ( ) 50 and above ( ).
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11) Are the customer’s satisfied with the pocket internet?
Yes ( ) No ( ).
12)What are the problems you/customer’s are facing in WAP/GPRS(pocket internet)
services?
Network ( ) Speed ( ) Settings ( ) Others________________________
13) Where you consider position of VAS services of Aircel amongs 7 operators?
1 ( ) 2 ( ) 3 ( ) 4 ( ) 5 ( ) 6 ( ) 7 ( ).
14) Which is the best brand you consider in terms of VAS?
Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( )
Tata Indicom ( ).
15) Which operator gives you the maximum margins/commissions?
Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Aircel ( ) Reliance ( )
Tata Indicom ( ).
16)Which VAS product is most popular amongst customer’s?
Sms pack( ) dialertones ( ) gprs/wap(pocket internet)( ) miscall alerts( ) jokes( )
astrology( ) Others ( ).
17) Do you need training/information about WAP/GPRS settings ?
Yes ( ) No ( ).
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18) How frequently your TSM visits you?
Daily ( ) Weekly ( ) Fortnightly ( ) Monthly ( ) Never ( ).
19) Any issues with your TSM_________________________________________________
20) Whether you are being updated of new discount schemes& products?
Yes ( ) No( ).
21) Whether you are using ETOP SIMs & its services on regular basis?
Yes ( ) No ( ).
22) Retailers suggestion’s about Aircel__________________________________________
________________________________________________________________________
________________________________________________________________________.
Date ____________ retailer’s signature___________________
Prepared by______________
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RETAILERS FEEDBACK REPORT ( KANPUR )
Location ReasonsNo. of
retailersMain complainer
Lal bangla ( Harjindar
nagar, Ompurva road)
Network problem , Retailers misguided
about Scheme, Sim activation late( 20
days),promotion and information
brochures needed to guide the customer
even pace retailer has no information
about ( 98 & 14 rs ) vouchers
9
Sandeep comm. Kohinoor
comm,Maya telecom
Cantt area Network is major problem 3 Moazzam Telecom, Yash sales
Juhi ( Transport nagar
road, Swadeshi mil
road)
No information about 98 and 14
vouchers, no one came to give
information about new scheme
4 P.N.B Telecom
Baradevi crossingnear anupam talkies
no Information about 98 and 14
vouchers, no one came to give
information about new scheme
2 Anandeshwar telecom
Kidwai nagar crossingno promotion accessories available
about 98 scheme to guide the customer1
Chawla market-
Govind nagar
Price rotation regarding scheme 65-35-
20rs, speed problem in gprs , promotion
needed regarding 98 & 14 scheme,
5Honda mobile , Gaytri
Telecom
Nand lal chauraha problem regarding scheme and speed,sim activation late
5 Sai Telecom , Chahat Telecom
Barra 1speed issue, setting manual guide
needed,1
Barra 2
Network problem , retailers need some
promotion accessories to guide customer
about 98 & 14 scheme
3 Kusum telecom
Gumti no. 5 (
Kaushalpuri,Gurudwara road)
price rotation regarding scheme, no one
came to update the retailers about 98 &
14 scheme, retailers need information
guide like other operators provided,
promotion accessories needed to guide
the customer
9Sanjay Electronics and comm.
, Nishu telecom
Darshan purva near
Fajal ganj area
Promotion and information brochure
needed about scheme, setting manual
needed
2 Vandna telecom
8/2/2019 Kunwar Akshay Report
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97 | P a g e
Ghanta ghar
Network problem (fluctuation), retailers
need some promotion accessories to
guide customer about 98 & 14 scheme,
activation related problem
4 Amulya telecom , Apna p.c.o
Express road near
Shanidev mandir , the
mall road
Retailers have problem regarding price
rotation 65-20 rs , setting manual needed
, some retailers don’t have information
and promotion vouchers (98& 14
scheme), biggest problem with pace
retailers is sim activation late and
formality late received.
4
Anandeshwar telecom ,
Tarang telemarketing,
Shanidev comm.
Genral ganj
Some retailers don’t have information
and promotion vouchers , sim activation
process is very late
1 Poonam communication
Nehru nagar, 80 feet
road near Moti jheel
Network fluctuation, misguided about 98
scheme ,retailer has some issue regarding
Etop demo
1 Parihar telecom
Arya nagar chauraha
Setting manual needed,information
brochhure regarding scheme needed to
guide customer
2 MMS telecom
Swaroop nagar main
crossing opposite
moti jheel gate
E-TOP sim is not working on nokia 2600
and some other sets1 Aiman pco
Kaka deo ( Tulsinagar,
Geetanagar, Rave
multiplex) nearSarvodaya nagar
Retailers have problem regarding e-top
sim , setting manual needed , some
retailers don’t have information and
promotion vouchers retailer is arranging
other accessories by self
5 Raja Electronics
Naubasta thana ,
Hameerpur road
Retailer have no information about 98 &
14 scheme, no one came to guide them
about pocket internet & to give
demonstration , activation process takes
time
3Navin hardware &
communication , D.D phones
Pared chaurahaNetwork related problem, setting manual
needed1
Kalyanpur ( Panki
road, Gaytri mandir)
Retailers have problem regarding delay
on claim and scheme, sim activation
delay,one retailer has complain regarding
demo ( presently not working )
7Ma Bhagvati Telecom,
Narayana telecom
8/2/2019 Kunwar Akshay Report
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98 | P a g e
P.road ( Ghandhi
nagar , Virendra
dubey lane )
Network, speed related problem , some
retailers don’t have information regarding
( 98 & 14 ) scheme promotion and
information brochures needed to guide
customer , one retailer has issue
regarding that call ended to any reliance
no.
3Jai Gurudev telecom,
Shree Balaji telecom
Sisamau near
Bankhandeshwar
Speed related problem ,setting manual
needed, one retailer has no information
regarding ( 98 & 14 scheme)
3 Ma vaishno traders
Shyam nagar ( pac
mod, railway crossing
market )
Network is main issue in area, retailers
complained that some one should come
to update them about new scheme
like ( 98 & 14 ) like other operators do
2 K.G net point
Yashoda nagar
Network fluctuation, most retailers have
E- top related problem, promotion
accessories not available to guide
customer.
2 Durga music & telecom
Faithful ganj
Network fluctuation, no promotion
accessories available about 98 scheme to
guide the customer one retailer has some
issue regarding E-top ( not in working
condition from 20 days ).
3Guncha Electronics, Anam
Comm.
Rail Bazar near
Railway Station
Network fluctuation, retailers have
problem regarding price rotation 65-35-
20 rs in schemes, one retailer has no
information regarding 98 scheme he is
arranging promotion accessories byself ,
98 schme information is not provided tohim.
4 Ma Ambe telecom
Somdutt plaza ( Bada
chauraha, Mall road
)
Network is major issue, most retailers
don’t have information about present
schemes ( 98 & 14) , some one didn't
come to give information from last one
month, their E- top are closed , retailers
want their formailty back.
5Amulya telecom , jeetu
telecom ,
Muul ganjRetailer is unhappy with the 1-2-3 minute
scheme1 Yusra telecom
Meston Road
Retailer has problem regarding delay on
commission , and want to be updated
about new schemes
2 Shastri telecom
Nayaganj Area
Retailer has complain about network in
areas like Sultanpur , Pratapgarh, unnao (
sikandarpur sirousi)
1 Kaushal telecom
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99 | P a g e
RETAILERS FEEDBACK REPORT ( LUCKNOW )
Location Reasons
No. of
Retailer Main complainer
Nishat ganj Railway
crossing
No Information &
Promotion accessories
available about 98 scheme
to guide the customer, Sim
Activation late
3SonI Mobile, Kwality
Mobile
Goal market crossing
Price Rotation 65- 50 rs
problem , Retailer didn't get
information about incentive
scheme
1 Jyoti p.c.o
Badshah nagar
Retailers have problem
regarding delay on
activation , 98 recharge not
working on E- top, price
rotation Problem
2 Tanisha comm. vrindavancollection
Bansal complex near
indira nagar , Faizabad road Speed problem3 om communication
Sapru MargUnable to recharge the sim
of customer through some
mobile sets like Nokia 1100,
Nokia 2100, Nokia2300
1 Meeting point
Shri ram tower Activation process delay 1 Shikhar Associate
Hazratganj naval kishor
road
Reatailer has some issue
regarding E- top, delay in
activation
2 venus communication
8/2/2019 Kunwar Akshay Report
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ABBREVIATIONS
COAI- CELLULAR OPERATORS ASSOCIATION OF INDIA
TRAI- TELECOM REGULATORY AUTHORITY OF INDIA
GSM- GLOBAL SYSTEM FOR MOBILE COMMUNICATION
CDMA- CODE DEVISION MULTIPLE ACCESS
SIM- SUBSCRIBER IDENTITY MODULE
ITU- INTERNATIONAL TELECOM UNION
GPRS-GENRAL PACKET RADIO SERVICES
IAMAI- INTERNET AND MOBILE ASSOCIATION OF INDIA
WAP-WIRELESS ACCESS PROTOCOL
MMS-MULTIMEDIA MESSEGING SERVICES
VAS-VALUE ADDED SERVICES
IQPC-INTERNATIONAL QUALITY & PRODUCTIVITY CENTRE
CUG-CUSTOMER USER GROUP
2G-SECOND GENRATION
EDGE-ENHANCE DATA RATE FOR GSM EVOLUTION