2. Introduction
• Bharat Sanchar Nigam Ltd. was incorporated on 15th September
2000 . It took over from the erstwhile Central Government
Departments of Telecom Services (DTS) and Telecom Operations
(DTO), with effect from 1st October‘ 2000 on going concern
basis.
• Today, it has about 43.74 million line basic telephone capacity,
8.83 million WLL capacity, 72.60 million GSM capacity,12,071
CDMA Towers, 197 Satellite Stations, 50,430 RKm. of
microwave network connecting 623 districts, 7330
cities/towns & 5.8 lakhs villages .
• BSNL has a market share of 8.26%for wireless subscribers out
of total market of 1026.66 million subscribers which accounts
for 84.80 million subscribers, out of which 71.13% are active
subscribers.

3. Inroduction.
• According to recent report of TRAI of feb 2016 the
number of recently added active wireless subscribers
was 13,93,627. BSNL registered highest growth of
wireless subscribers in Feb 2016 of 1.67%.
• BSNL alone provides 58,63% of wireline subscribers. It
holds 13.74% of total broadband (wired +wireless)
subscribers. It leads market with 9.91 million wired
broadband subscribers, and holds fifth rank with 10
million wireless broadband subscribers.
• BSNL after 9 years posted 672 Cr operating profit in
FY’15. Its performance has boosted as compared to last
year where it reported a operating loss of 691 Cr.
• BSNL reported a growth of 4.16% in revenue to 27,242
Cr in FY’15.

4. Mission and Vission.
• Vision Statement : Be the leading telecom service
provider in India with global presence.
• Create a customer focused organization with excellence
in customer care, sales and marketing.
• Mission Statements: Generating value for all
stakeholders - employees, shareholders, vendors &
business associates
• Maximizing return on existing assets with sustained
focus on profitability
• Becoming the most trusted, preferred and admired
telecom brand
• To explore International markets for Global presence

7. Strategic Sourcing Centre in Vodafone:-
Procurement CompanyBSNL Market

8. Procurement is key to generating value beyond volume aggregation

9. Business Level Strategies

10. Several Steps have been taken at BSNL to
augment the quality of customer care to
international standards
 Access round the clock help at following toll free numbers
 Dataone Broadband '1600-424-1600'
 PSTN Call Center '1500' (in select states)
 Sancharnet Help Desk '1957‘
 CellOne all India Help '9400024365'All BSNL Customer
Service Centers (CSCs) now remain open on all seven days
from 8.00 AM to8.00 PM without any break for
all activities.
 Cheque deposit machines have also been installed in many
cities, so that customers can make payments 24X7 at their
convenience.

11. Contd.
 Customers can also make payments by heque/Demand
draft to BSNL franchisees all over the country.
 With a view to simplify and offer customer friendly
services, more than one Bfone connections can be applied
on a single application form. Accordingly, a single demand
note would be issued to the customer in respect of all the
connections applied for. Shifting charges for local as well as
all India shifting of fixed telephone (bfone) has been
abolished.
 Majority of the local network is built up on jelly recruiting
strategy to meet those needs is essential instantly to move
the recruiting process along.

12. Role of IT
• Penetration of IT in BSNL is not very high.
• Presently the use of It is restricted to DQ (Directory
Query) and IVRS ( Interactive Voice Response
System)
• Accounting and Billing.
• Commercial and Fault Repair System Package.
• BSNL is planning to create intra- BSNl IT network
connecting all the SDCAs (Short Distance Charging
Area) through VPN networkfor the organisation’s
own use to improve efficiencyand transparency.

13. SWOT Analysis
Strengths
1. Backed by Government of India.
2.Extensive infrastructure in remote areas.
3. PAN India-reach.
4. Huge Optical-Fibre infrastructure.
5. Strategic alliances with IT & hardware
companies
6. Vast Experience.
Weaknesses
1. Working culture of government
Institution.
2. Network capabilities.
3. Unproductive rural assets.
4. Poor Service Image.
5. Unable to retain customers.
6. Poor marketing
Opportunities
1. Strategic Partnership.
2. Partnering with other telecoms.
3. Customer Retention.
4. Improving upon Intangible capabilities.
5. Huge unexplored market for Telecom
Services.
Threats
1. Government Regulatory Framework.
2. Competition.
3. MNP (Mobile number portability).
4. Rapid change in Technology.
SWOT

14. Challenges.
• EGoM (Empowered Group of Ministers) planning for
revival of BSNL and merger of MTNL with BSNL.
• Entry of Reliance Jio is challenge for all operators.
• Huge unutilised rural and sub-urban assets.
• Absence of proper work culture, employee motivation
is low which effects efficiency of tasks.
• Though it reported an operating profit of 672 Cr, BSNL
is still making loss, thus losing trust of shareholders.
• With rapid advancement of technology 3G to 4G, BSNL
lacks a proper plan for implementations of 4G as well
as the underlying idea of 5G network for future
perspective.
• BSNL being very robust in its structure is still in mode of
being a follower instead of being a Market leader.

15. Conclusion
• BSNL should change its very strategy of acting as
follower to that of leader.
• Instead of reacting to other operators move it
should start acting proactively.
• BSNL can leverage on its PAN India reach and
Economics of scale to achieve overall Cost
Leadership.
• It also needs establishing effective and workable
relationships both inside and outside the
organization.