The internship document provides information about Aircel, India's fifth largest GSM mobile service provider. It discusses Aircel's history, partnerships, awards, focus on 3G and broadband wireless services. It also outlines potential internship projects on understanding multiple SIM usage and analyzing value-added services for 3G consumers. The intern expresses expectations to gain practical telecom experience in areas like marketing, market research and understanding customer needs.

1. AIRCEL INTERNSHIP
2011
Amrit Kumar
10BM60010
Gangatharaprabu.G
10BM60026
Gaurav Arora
10BM60027

2. ABOUT AIRCEL
The Aircel Group was formed in 1994 and Aircel
commenced its operations in 1999
Alliance between Maxis Berhad of Malaysia (74% equity)
and Apollo Hospital Enterprise Ltd. (26% equity)
Brand Values:
Simplicity
Creativity
Trustworthiness
India’s fifth largest GSM mobile service provider with a
subscriber base of over 50 million

3. ABOUT AIRCEL
4th privately owned Indian operator to launch 3G services
17,500 telecom towers owned by Aircel
GTL Infrastructure has agreed to buy the tower assets of
Aircel for about Rs 8,500 crore (USD 1.8 billion)
Aircel has partnered with Apollo Hospitals to launch “tele
healthcare” services
Aircel provides telecom services in 23 circles

4. AWARDS AND ACHEIVEMENTS
Excellence in Marketing of New Telecom Service”- CMAI
Infocom National Telecom Award 2009
Top 10 Marketers in 2009– Business Today
NASSCOM CNBC IT User Award 2009 – Telecom category
Brand Leadership Award
World Brand Congress Conference 2009
Market share – 9% planning to increase it to 13% in 8
years.

5. AIRCEL - 3G & BWA
Poised to take giant strides in the telecom and digital
multimedia space with 3G licenses in 13 circles and
Broadband Wireless Applications in 8 circles
The most smartest bid – Rs 6499.46 crore for 13 circles
Aircel teamed with youth media firm Blyk to launch a
content and advertising service
Young and Dynamic organization poised to make
exponential growth with 3G and BWA
Multi media and data convergence are the focus areas for
the coming year

6. AIRCEL – FOCUS AREAS
APP Store
MUSIC SERVICES
DATA
SERVICES
ONE TOUCH
SERVICE

7. AIRCEL
700
600
Total asset
500
Turnover
400
Total Expenditure
300
Profit/(Loss) after tax
200
Earning Per Share (Unit
100 Curr)
0
Jan-06 Jan-07 Jan-08 Jan-09

8. Project
UNDERSTANDING MULTIPLE SIM USAGE BEHAVIOUR
To identify primary SIM Usage
Benchmark current user
Retention measures
Understanding the effectiveness of current programs of
Aircel
Primary source of data
Focused Group Discussions
Retail survey
Clustering – age, gender, income, occupation
Secondary source of data
Website, newspaper, magazine, online portals

9. My expectation
Understanding the functioning of the telecom service
provider
Marketing in this price sensitive and highly competitive
sector
Getting practical experience in conducting market
research and using the quantitative and qualitative
methodologies
Interacting with the retailers and the customers :
understanding their view and difficulties
Performing to the best of my potential and getting a PPO
Using my prior IT experience in the telecom sector
during the summers

10. PROJECT - VAS
Understand VAS/Data needs for3G consumers and devise
product strategy.
Market research to identify the user needs
Sampling the customers in two circles – Assam and
Nagaland
Understand the 2G usage pattern
Define a data collection methodology
Find the medium for data collection

11. PROJECT - VAS
Data Collection
Primary Data – Collect the data various mediums as defined in the last
step
- Focus group discussion – capturing customer voice
- Data collection through questionnaires
Secondary data – data available with the company and from various
reports indicating the shifting usage pattern of mobile customers
Usage of Existing data services by customers.
Tracking download of applications from app store.

12. PROJECT - VAS
Segmenting the customer based on various factors
Finding what are the major factors influencing the
purchasing of an application
Finding the trade offs the customer makes
Finding the relation between the demography of a person
and a particular purchase
Finding the relationship between the applications that an
user is purchasing
Identifying the correlation among the various factors

13. PROJECT - VAS
Analyzing competitor offerings
Identifying the major factors influencing the purchase of a
competitor products over Aircel’s.
Analyzing the advantages of competitors products in
dimensions like
Price
User experience
Delivery model
Easy of access etc

14. PROJECT - VAS
Designing the offerings
Deciding on bundling the products
Deciding on pricing of an individual applications
Deciding on pricing of the bundles
Designing the framework for application delivery
Deciding about the user interface for the applications.

15. TAKE AWAY
Better understanding - telecom market understanding
Learning about the Implementation of market research
methods in real world
Functioning of distributor network in the telecom
industry
Ways of reaching the customers other than through
traditional channels.

16. Project: VAS Market Research
Customer experience across operators for VAS and
data services and devise way forward for Aircel
Scope:
Study key consumer expectations across all touch points
Devise a matrix for measurement of the same
Identify need gap with other operators across all touch points
based on the consumer expectations
Recommend way forward for Aircel

17. Project
Learn about the existing VAS on offer and potential
growth for particular customer segments
Study of touch points available for providing VAS to
customers
Primary research for capturing of customer expectations
from VAS
Using statistical methods to analyze the findings
Comparing the current VAS offerings with that of
competitors

18. Expectations
Learn how to come up with questionnaire relevant to
capturing customers expectations
Deciding on the sample size and relevant target
Go to field and get customer responses from relevant
touch points.
Use appropriate methods and coding which could enable
better analysis
Come up with proper presentation of results and
recommendations

19. THANK YOU