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1. Slide 1:
30/07/2010 Pandya Nikita - 09MBA019 1 Presented By :- “Increase penetration & revenue of VAS through CRBT “ Nikita Pandya -
09MBA019 Indus Institute of Technology & engineering 2009-2011 July , 2010
Slide 2:
30/07/2010 Pandya Nikita - 09MBA019 2 Flow of the Presentation. 1 ) Introduction of Telecom Industry Introduction of Reliance
Communication Players of Indian Telecomm Industry Analysis of Reliance Telecommunication Project Finding Research Methodology &
Analysis Hypothesis Recommendation & Suggestions Overall Experience & Learning
Slide 3:
30/07/2010 Pandya Nikita - 09MBA019 3 Topic: 1 Introduction of Telecomm Industry
Executive Summary : :
30/07/2010 Pandya Nikita - 09MBA019 4 Executive Summary : Role Of Telecom Sector in Development Process The telecom services have
been recognized the world-over as an important tool for socioeconomic development of a nation. Telecommunication is one of the prime
support services needed for rapid growth and modernization of various sectors of the economy. It has become especially important in recent
years because of enormous growth of information technology and its significant potential for the impact on the rest of the economy.
Slide 5:
30/07/2010 Pandya Nikita - 09MBA019 5 2010 Introduction :
Slide 6:
30/07/2010 Pandya Nikita - 09MBA019 6 Mobile Phone Revolution : Commenting on the emerging markets and use of cell phones, Bill
Gates once said, “PC is the phone and phone is the PC.” In the same conference, Craig Mundie, Microsoft Chief Research Officer continued,
“People in those rural environments are already buying computers. They happen to call them cell phones.”
Welcome in the New AVATAR of TELECOM WORLD! :
30/07/2010 Pandya Nikita - 09MBA019 7 Welcome in the New AVATAR of TELECOM WORLD! India entering 2nd stage of “Telecom
Revolution “ . INDIAN TELECOM SECTOR FIRST PHASE OF REVOLUTION : VOICE SECOND PHASE OF REVOLUTION : DATA
Telecommunication : :
30/07/2010 Pandya Nikita - 09MBA019 8 Telecommunication : Managerial: “Telecom is a huge and varied bastion of technologies,
companies, services and politics that is truly global in nature.” Technical: “Telecom in the real sense means transfer of information between
two distant points in space.”
Slide 9:
30/07/2010 Pandya Nikita - 09MBA019 9 Topic: 2 : Introduction of Reliance Telecommunication
Slide 10:

2. 30/07/2010 Pandya Nikita - 09MBA019 10 Reliance Communication has the reliable ,high capacity, integrate(both wireless and wire line) and
convergent(voice, data and video) digital network. Today, Reliance Communication is revolutionizing the way India communicates and
networks, truly bringing about the new way of life relationship and help to develop these concepts.
Slide 11:
30/07/2010 Pandya Nikita - 09MBA019 11 Continue……….. Together, these ideas can be converted into products and services that have
great market potential. RCOM is a flagship company of Reliance Dhirubhai Ambani Group, India’s second largest business house. RCOM is
India’s integrated and fully converged communication service provider in the private sector and has been rated among “Asia’s top 5 most
valuable telecom company.”
Topic: 3 Players of Indian Telecom Industry :
30/07/2010 Pandya Nikita - 09MBA019 12 Topic: 3 Players of Indian Telecom Industry
Different Players of Indian Telecom Industry : :
30/07/2010 Pandya Nikita - 09MBA019 13 Different Players of Indian Telecom Industry : There are three types of players in telecom
services: • State owned companies (BSNL and MTNL) • Private Indian owned companies (Reliance Communication, Tata Teleservices) •
Foreign invested companies (Vodafone Essar, Bharti Airtel, Idea ) I WANT ONLY 1 SIM CARD
Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India : :
30/07/2010 Pandya Nikita - 09MBA019 14 Market Share: Bharti Airtel Market Leader With 21.84 % Market Share in India : Overall Indian
Telecom Industry Market Share : TRAI REPORT : MARCH 2010
Battle of Brands- Get Ready for Third World War !!!!!! :
30/07/2010 Pandya Nikita - 09MBA019 15 Battle of Brands- Get Ready for Third World War !!!!!! “PAISAFICATION “ seems to be the name
of the game in mobile telephony. Fighting for the Share of Wallet !!!!!!!!!!! 100 MILLION CUSTOMER MARK - NEW MAGIC NUMBER
CONSOLIDIATION "TARIFF WAR" TenOperator causing Ripple Effect & demanding for Innovation/Renovation in Saturated Indian Telecom
Market. WHAT IS FUTURE ?????
Slide 16:
30/07/2010 Pandya Nikita - 09MBA019 16 Topic :4 Analysis of Reliance Communication
1) SWOT Analysis: :
30/07/2010 Pandya Nikita - 09MBA019 17 1) SWOT Analysis: S: Strengths Highly Focused on Indian Telecom Market. Leadership in fast
growing Cellular Segment Huge Network Coverage. Proactive & Innovative Service Strong Financials Reliance is another name of “Trust “&
“Ethics “. Highly Successful in the minds of Common Man.
W: Weakness :
30/07/2010 Pandya Nikita - 09MBA019 18 W: Weakness No separate strategy for rural market. Distribution channel is not accurately
categorized No Free Local Calls & STD Calls Packs offered by it. Small Players giving Strong Competition in Different Segmentation like Call
Rates , GPRS , SMS Packs, Broadband Internet & other VAS. Customer lists not tested. Some gaps in range for certain sectors. Customer
service staff need training.
Slide 19:

3. 30/07/2010 Pandya Nikita - 09MBA019 19 Could develop new products. Local competitors have poor products. Profit margins will be good.
End-users respond to new ideas. Can surprise competitors. T: Threats Environmental effects would favor larger competitors. Market
demand very seasonal. New schemes draw away the attention of customer from the original product. Poor Advertisement doesn’t attract the
customer in the competitive market. O: Opportunities
2 ) MARKETING MIX : 4 P’s :
30/07/2010 Pandya Nikita - 09MBA019 20 2 ) MARKETING MIX : 4 P’s P-Products. P- Price. P- Place. P- Promotion.
4 P’s :
30/07/2010 Pandya Nikita - 09MBA019 21 4 P’s Product • Reliance Pre-paid • Reliance Post-paid • Wireless Handheld Value Added
Services (VAS) Price • Customer based pricing strategies. • Flexible pricing mechanism Controlled by TRAI. Place • It has wide and
extensive presence even it provides the services in India only. • Reliance Customer Care Touch Points Distributors. Promotion • Large scale
print and video advertising. • Big celebrities like Hritik Roshan is roped in to endorse the product.
Slide 22:
30/07/2010 Pandya Nikita - 09MBA019 22 Topic : 5 Project Findings
Slide 23:
30/07/2010 Pandya Nikita - 09MBA019 23 VAS: Next Key to Success:- 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 basic teleservices and bearer Services for
which separate license are issued”. Caller Ring Back Tone:- In the race to capture share of mobile users’ hearts and wallets, operators have
deployed mobile music solutions and enjoyed significant success. Among the varied portfolio of mobile music offerings, ring back tones have
achieved killer application status with mobile subscribers in many markets worldwide. With ring back tones, subscribers replace the ring tone
that callers normally hear with a personal choice of music or audio content - bringing a more enjoyable calling experience to their
callers.CRBT service is more than an application; it is an end-to-end solution. Value Added Services: CRBT
Expectation of A Consumer from CRBT Provider : :
30/07/2010 Pandya Nikita - 09MBA019 24 Expectation of A Consumer from CRBT Provider : WHAT I WANT FROM CRBT ALWAYS new
contant LOW PRICE Best quality UNLIMITED Validity GOOD SERVICES & BEST PLANS
Consumer -Main Findings : About Reliance CRBT :
30/07/2010 Pandya Nikita - 09MBA019 25 Consumer -Main Findings : About Reliance CRBT INDIAN TELECOM MARKET LEADER
STRENGTHS: GOOD content GOOD Audiovisuality WEAKNESS : HIGH COST (automatic activated sometimes). Unsuitable Plans for the
1st Time Users. Awareness about Mobile CRBT is Low UNSUITABLE
Retailer -Main Findings :About Reliance CRBT : :
30/07/2010 Pandya Nikita - 09MBA019 26 Education Factor- Low Knowledge About Mobile CRBT Customer Care as a Intermediate Result
in to Value Chain Gap. Proper information is not provided. No Aggressive Promotions. More Focus on Selling of what Customer wants. Not
aware about the flow of OBDs & IBDs. Not aware about the process to subscribe the service Retailer -Main Findings :About Reliance CRBT :
Slide 27:
30/07/2010 Pandya Nikita - 09MBA019 27 Topic : 6 Research Methodology & Analysis :
Research Objective:- :

4. Research Objective:- 30/07/2010 Pandya Nikita - 09MBA019 28 To analyze the use of caller tune. To analyze the test of the customer for
caller tunes. To analyze the need of the customer for caller tune. To analyze the reasons why people don’t use Caller tune. To analyze the
requerment of customers to pay for Caller tune.
Research Methodology:- Type of the study:- Descriptive ResearchSampling Design:- Sample size :
100Area covered : AhmadabadCriteria : Mobile usersSubject for analysis : Perception of people about
caller tune :
Research Methodology:- Type of the study:- Descriptive ResearchSampling Design:- Sample size : 100Area covered : AhmadabadCriteria :
Mobile usersSubject for analysis : Perception of people about caller tune 30/07/2010 Pandya Nikita - 09MBA019 29 Research Methodology
Which company's cellular service do you use? :
Which company's cellular service do you use? Interpretation: From the above chart we can conclude that there are 30% user of Vodafone
which is highest among all the competitors and then the Reliance and Airtel both are on second position with 21% users. Idea has 14%
users, BSN has 11% users & others has 3% users. 30/07/2010 Pandya Nikita - 09MBA019 30
Are you currently using hello tunes/caller tunes? :
Are you currently using hello tunes/caller tunes? Interpretation : From the above chart, we can conclude that 35% people use caller tune and
65% people still not using caller tune. 30/07/2010 Pandya Nikita - 09MBA019 31
Are you satisfied with the charges of caller tune? :
Are you satisfied with the charges of caller tune? Interpretation : From the above chart, we can conclude that 37% people are highly satisfied
with the the charges, 31% are satisfied, 26% said that prices are average and 6% are dissatisfied with charges. 30/07/2010 Pandya Nikita -
09MBA019 32
Are you satisfied with the audio output of caller tune? :
Are you satisfied with the audio output of caller tune? Interpretation : From the above chart, we can conclude that 31% people are highly
satisfied with the the audio output, 46% are satisfied, 20% said that prices are average and 3% are dissatisfied with audio output. 30/07/2010
Pandya Nikita - 09MBA019 33
In which language would you like to have CRBT? :
In which language would you like to have CRBT? Interpretation : From the above chart, we can conclude that 63% people want to listen
caller tune in Hindi, 20% want to listen in English,11% want in Gujarati, and 6% want to listen in other language. 30/07/2010 Pandya Nikita -
09MBA019 34
Which type of songs would you choose? :
Which type of songs would you choose? Interpretation : From the above chart, we can conclude 43% want Bollywood songs, 9% want
Bollywood Dialogs, 3% want Regional songs, 14% want Record my own voice, 14% want International songs, & 17% want Devotional songs.
30/07/2010 Pandya Nikita - 09MBA019 35
Which type of service for categorizing songs do you use most frequently? :
Which type of service for categorizing songs do you use most frequently? Interpretation : From the above chart, we can conclude that 57%
people want single tune for all, 31% want different tune for some set,& 11% want shuffle tunes. 30/07/2010 Pandya Nikita - 09MBA019 36

5. In what frequency would you like to change your caller tune? :
In what frequency would you like to change your caller tune? Interpretation : From the above chart, we can conclude that 6% people change
their caller tune most frequently, 14% people change weekly, 74% people change monthly & 6% people change their caller tune by monthly.
30/07/2010 Pandya Nikita - 09MBA019 37
Do you get your choice of caller tunes every time? :
Do you get your choice of caller tunes every time? Interpretation : From the above chart, we can conclude that 77% people get their caller
tune as per their requirement, & 23% people feel that they can’t get their choice of caller tune every time. 30/07/2010 Pandya Nikita -
09MBA019 38
why do you not use caller tune? :
why do you not use caller tune? Interpretation : From the above chart, we can conclude that 48% people feel caller tune expensive, 14% are
not interested, 3% feel it is only for fun loving people, 9% feel its luxury item, 15% feel that caller tune is not necessary & 11% said that the
subscription process is unclear. 30/07/2010 Pandya Nikita - 09MBA019 39
How much would you like to pay per tune for caller tune? :
How much would you like to pay per tune for caller tune? Interpretation : From the above chart, we can conclude that 68% people think that
the charges per tune should be between 1 to 5 & 32% think that charges should be between 6 to 10. 30/07/2010 Pandya Nikita - 09MBA019
40
how much would you like to pay for monthly subscription charges for caller tune? :
how much would you like to pay for monthly subscription charges for caller tune? Interpretation : From the above chart, we can conclude that
57% people think that the subscription charges would be between 1 to 10, 40% think that it would be between 11 to 20 & 3% think that it
would be between 21 to 30. 30/07/2010 Pandya Nikita - 09MBA019 41
Slide 42:
30/07/2010 Pandya Nikita - 09MBA019 42 Topic : 7 Hypothesis :
Application of chi square statistical tool for analyzing :
Application of chi square statistical tool for analyzing 30/07/2010 Pandya Nikita - 09MBA019 43
Ho: There is relation between age and their test about caller tune. H1: There is no relation between age
and their test about caller tune.Since it is 4 x 6 table, the degree of freedom (D.F.) would be (4-1) x (6-1)
=15Expected Frequency computed as follows:E11 = 15 x 18 E12 = 3 x 18 35 35 = 7.71 = 1.54 :
Ho: There is relation between age and their test about caller tune. H1: There is no relation between age and their test about caller tune.Since
it is 4 x 6 table, the degree of freedom (D.F.) would be (4-1) x (6-1) =15Expected Frequency computed as follows:E11 = 15 x 18 E12 = 3 x 18
35 35 = 7.71 = 1.54 30/07/2010 Pandya Nikita - 09MBA019 44
O) Σ = 2 ‫-א‬E)2 = 38.285 E The value of ‫ 582.83= 2 א‬d.f. is (r-1) x (c-1) = 15‫ 2א‬tab= (at 5 % confidence
level) 24.996Here ‫ 2א‬cal > ‫ 2א‬tab.Hence the calculated value is more than critical value.So, Ho is not
ACCEPTED. Hence, there is no relation between age and their test for caller tune. :

6. O) Σ = 2 ‫-א‬E)2 = 38.285 E The value of ‫ 582.83= 2 א‬d.f. is (r-1) x (c-1) = 15‫ 2א‬tab= (at 5 % confidence level) 24.996Here ‫ 2א‬cal > ‫2א‬
tab.Hence the calculated value is more than critical value.So, Ho is not ACCEPTED. Hence, there is no relation between age and their test
for caller tune. 30/07/2010 Pandya Nikita - 09MBA019 45
Slide 46:
30/07/2010 Pandya Nikita - 09MBA019 46 Topic : 8 Recommendations & Suggestions :
Recommendations: :
30/07/2010 Pandya Nikita - 09MBA019 47 Recommendations: The main thing in Reliance that I found is Advertising. They signed Hritik
Roshan for 3 years, & yet they done only a single Advertisement with him. The another thing that I noticed is sometimes the services are
automatically activated & the customers loose their money. By this Reliance also loose the customers trust. So it is most important to satisfy
the customer. ”Marketing is not the Battle of Products. It is the Battle of Perceptions.” (Jack Trout & Ries)
Suggestions : :
30/07/2010 Pandya Nikita - 09MBA019 48 Suggestions : Set the content targeting the specific user groups like youth, old age and women. 2)
Develop ultra economy plans for poor people; to whom Subscribe a caller tune is still a luxury. 3) Educate customer on the benefits of Value-
added services. 4) Company should make more promotional campaign in Urban areas. 5) Customer care services provided to the active
customers should be more efficient towards the problem Solution.
Slide 49:
30/07/2010 Pandya Nikita - 09MBA019 49 For Untapped Rural Market: ADVERTISEMENT CAMPAIGN: ” Har Gaon se Gaon ki awaj ko
jodta hua! Humara Reliance ! ” The whole advertisement and promotion is designed by taking urban youth in focus but there are large no of
youths in rural sector as well and they can be their future consumers.Taking big stars as brand ambassador is good decision. But
organizations can further use recent bronze medalist Boxer Vijendra Kumar as their Endorsement. Vijendra is having good looking
personality and he belongs to rural area so in this way rural people will start associating themselves with that brand. Reliance can also use
BALIKA VADHU fame “ANANDI” (Avika gaur) targeting rural women and rural youth.
For Youth Group: Advertisement Campaign: :
30/07/2010 Pandya Nikita - 09MBA019 50 For Youth Group: Advertisement Campaign: “Yuva Bharat ka Yuva Reliance“. Although Hritik
Roshan endorsement is successful today but for both Voice Service & Data Service Two Different famous Youth like Chetan Bhagat &
Abhinav Bindra could create in Positioning Reliance as“Yuva Bharat ka Yuva Reliance.” For Working Women Group: Sania Nehwal would be
the most appealing Star for Working Women Group.
Slide 51:
30/07/2010 Pandya Nikita - 09MBA019 51 Topic : 9 Learning's & Experiences
Slide 52:
30/07/2010 Pandya Nikita - 09MBA019 52 Overall Learning's And Experience Gain : Understanding of all the functions processes which is
existing at Reliance . Understanding the culture of Reliance Communication. Understanding the problems of customers regarding CRBT.
Understanding the way of working in Reliance. Understanding the promotional strategy without Brand Ambassador. Understanding VAS
Services role in earning Revenue in Falling ARPU. Understanding CRBT (Caller Ring Back Tone ) Problems , Trends & Limitations.
Understanding Difference between Theoretical Knowledge & Practical Knowledge.
Bibliography: :
30/07/2010 Pandya Nikita - 09MBA019 53 Bibliography: ON-LINE WEBSITE: TRAI: www.trai.gov.in India Telecom News:
indiatelecomnews.com Reliance Website: www.Reliance.in NEWSPAPERS: The Times of India The Economic Times

7. Slide 54:
30/07/2010 Pandya Nikita - 09MBA019 54 Pandya Nikita – 09MBA019 ANY QUESTIONS ?????????