2. Brand history
• Bharti group was established in 1983 by Sunil Mittal.
• In 1986 Bharti Telecom limited was incorporated, first
company to offer Push button telephones.
• In early 90‟s country‟s first Fax machines and cordless
phones were launched by BTL.
• In 1992,Sunil Mittal won a bid to set up a cellular
network in Delhi.
3. Introduction
• Commonly known as Airtel, it is an Indian telecommunications
services company headquartered at New Delhi, India and operating
in 19 other countries.
• It operates a GSM network in all countries, providing 2G, 3G, and 4G
services depending upon the country of operation.
• Airtel is the world's fourth-largest mobile telecommunications
company with over 251 million subscribers across 20 countries as of
August 2012. It is the largest cellular in India, with 185.92 million
subscribers as of September 2012. Airtel is the third largest in-
country mobile operator by subscriber base, behind China Mobile
and China Unicom.
4. • Airtel is the largest provider of mobile telephony and
second largest provider of fixed telephony in India,
and is also a provider of broadband and subscription
television services.
• The company provides broadband Internet access
(DSL) in over 96 cities in India. The company has a
submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai
and Singapore.
• Bharti Airtel is the first Indian telecom service
provider to achieve this Cisco Gold Certification.
8. Airtel’s presence in
the world
Bangladesh
Burkina Faso
Chad
Democratic Republic of the Congo
Gabon
Ghana
India
Kenya
Madagascar
Malawi
Niger
Nigeria
Republic of the Congo
Rwanda
Seychelles
Sierra Leone
Sri Lanka
Tanzania
Uganda
Zambia
Channel Islands : Jersey
Guernsey
9. Vision & Promise
By 2015 Airtel will be the most loved brand, enriching the
lives of millions.
" Enriching lives means putting the customer at the heart of
everything we do. We will meet their needs based on our
deep understanding of their ambitions, wherever they are.
By having this focus we will enrich our own lives and those
of our other key stakeholders. Only then will we be thought
of as exciting, innovation, on their side and a truly world
class company."
11. Organizational Structure
•The board of directors of the company
has an optimum mix of executive and non-
executive directors. The chairman and
managing director, Mr. Sunil Bharti Mittal,
is an executive director and the number of
independent directors on the board is
more than 50% of the total board strength.
The board members possess requisite
skills, experience and expertise required
to take decisions, which are in the best
interest of the company.
•There is a code of conduct for all the
directors and executive officers to follow in
the interest of the company.
12. • New structure to drive the next phase of company’s growth
Creation of B2C and B2B business verticals for enhanced business
efficiency and employee value
Transformation from a „technology‟ facing organisation structure to
a „customer‟ facing one
Will provide enhanced empowerment to employees
13. The 3 layered branding
structure
•To create specific brands for each of its services
•Build sub-brands within each of its services
•Use Bharti as the umbrella brand
14. DISTRIBUTION
Company
Franchisee Distributor
Dealers Dealers
Customers Customers
15. Planning
• Airtel always plans to be the
first mover.
• Product segmentation is
carried out continuously.
• “Product Bundling”
Market Segmentation
X Market Segment targeted by Airtel
16. Strategy of implementation
of plan
• The company follows a mantra of Product
Innovation
focusing on their core competencies
and outsourcing the rest. It is known
for being the first mobile phone
Core
company in the world to outsource Pricing
Competencies
VAS
everything except marketing and
sales and finance.
Marketing
and
Branding
• Very clear and transparent behavior.
17. Customer Services
a) They take personal responsibility to “get” the answer for any
problem faced by the customer.
b) They anticipate customer‟s problems and take pro-active steps
to prevent them.
c) They give answers to the questions and requests, quickly and
efficiently.
d) They have a positive tone and manner while interacting with
customers.
e) They end the interaction on a positive or a humorous note-
making the last 30 seconds count.
Emphasizing on maintaining a ‘Smiling and a Friendly Atmosphere’
18. Innovation
First telecom firm to step into television distribution business.
Tied up with Apple Inc. to bring the popular iPhone to India.
3G footprint expanded to over 1,100 cities in India
4G services in 4 circles based on 4G-LTE technology
Airtel money (Semi Closed Wallet) launched nationally in
February 2012
CEM (Customer Experience Management)
Prepaid Web launched on a pan India
SmartByte - ‘GB on Demand’ Service
Tied up with Microsoft
Tied up with Nokia Lumia in Africa
Centralised Network Experience Centre
19. EOCN (End of Call Notification) for all our prepaid customers‟ pan-
India
Interactive services launched on Digital TV
Airtel Credit Services were launched in 11 African countries
DDS (Dynamic Discount Solution)
20. Decision Making
• Airtel created an innovative business model that has produced
extremely strong revenue growth and profitability since its
founding in 1995.
• Airtel invented a new measure of success in the global
telecom industry when it moved away from ARPU (average
revenue per user) towards the micro-unit of telecom: the
minute.
• First, the Airtel management team decided to pursue a path to
achieve the lowest per-minute cost in the industry.
• Second, the company decided to outsource all areas of the
business that it felt were not its core competencies.
21. STRENGHTS
• Oldest telecom player in INDIA
• Recognized Globally
• Strong New Business
Development team
• Tying-up big multinational firms
for up-to-date technology
• Outsourcing of core system
WEAKNESS • Network Coverage
• Too much dependence on
domestic market
22. OPPORTUNITIES
• Low Broadband Penetration, Rural
• Bharti Infratel – Cutting Down cost
in Rural area
• Current Rural Tele-Density – 40.66
is still low among developing
countries
• The last frontier, the untapped
market- AFRICA needs to progress.
23. THREATS
• Shortage of Bandwidth
• Competition
• Slower adoption of 3G/4G
• Stagnation in Cash Generation
• Margin pressure in Africa
24. HR FUNCTION
• Airtel decided to go in for a very young team. The average age is just
26years. This has helped the HR department to mould the young entrants
to the company.
• Airtel's HR success was powered by a well defined rewards and
recognition system. This was backed by a strong training program.
• HRSC consists of the CEO, the COO and all other functional heads. The
committee meets once a week to discuss various initiatives and the plan of
action on the same.
25. • The entire organization is measured on five performance
parameters: profitability, market share, brand
saliency, customer satisfaction, and employee
satisfaction. Further, each employee is given individual
targets that are linked to these five parameters.
• Eventually, there are the performance-related bonuses that set
the tone for these activities. 60 percent of the employees are
on a variable pay structure, and that explains the success
Airtel has had in business and HRD.
27. • It‟s African business is now
planning to invest over US$ 100
FUTURE PLAN
Million in the Malawi
telecommunication industry in
the next three years to improve
coverage and reach out to
Malawi‟s rural farmers and help
the country‟s economy grow.
Company has also revealed
that by this investment and
business plan, it targets to
achieve 100 million subscribers
and $5 billion revenue by 2012-
13.
• Company‟s wish to improve
local call rates.
