Study of telecommunication services and their promotional

strategy in Nepal

(Comparative study of NTC and NCELL)

In partial fulfillment of the requirements for the

Master of Business Administration in Global Leadership and Management
Tribhuvan University

By
Garima Acharya
Nikita Agarwal
SmiritiBhatta
Sushil Kurmi

Under the supervision of

Prof. RosendraDhojKhadka
Faculty of Management Tribhuvan University

August, 2016
 ACKNOWLEDGEMENT

This report has been prepared as per the courserequirement of the MBA-GLM in the third semester.
This report is prepared under the course Global Marketing Strategy. This report enlightened our
knowledge towards the telecommunication operators in Nepal.

We are grateful to our Lecturer Dr. RoshendraDhojKhadka, all our respondents and School of
Management Tribhuvan University for providing with the necessary guidelines and support during our
research activities. Weexpress our gratitude to all our colleagues for their guidance and valuable
comments on the contents of thisreport. Without their valuable support, we would not have been able to
complete this study.
 ABSTRACT

Ncell and NTC are the two major network operators in Nepal. This study mainly aims to compare the
promotional strategies of the two network operators in Nepal. NTC is a state owned telecommunication
service provider in Nepal with 85% government share while, NCELL is a privately owned GSM mobile
operator in Nepal which was established in 2004 A.D. This study mainly focused on the primary data
collected through the online questionnaire survey. 50 people were requested to fill up the questionnaires
and the findings rely mostly upon their responses.
 TABLE OF CONTENTS

CHAPTER ONE.......................................................................................................................................

INTRODUCTION....................................................................................................................................1

1.1. Background...................................................................................................................................1

1.2 Statement of problem.....................................................................................................................6

1.3 Objectives of the study...................................................................................................................7

1.4 Research methodology...................................................................................................................7

1.5 Source of data collection................................................................................................................7

1.6 Population and sampling:...............................................................................................................8

1.7 Study Tools:....................................................................................................................................8

1.8 Limitation of study.........................................................................................................................8

CHAPTER TWO......................................................................................................................................9

LITERATURE REVIEW.........................................................................................................................9

CHAPTER THREE................................................................................................................................11

DATA PRESENTATION AND ANALYSIS...........................................................................................11

3.1 Data Presentation..........................................................................................................................11

3.2 Data Analysis................................................................................................................................16

CHAPTER FOUR..................................................................................................................................17

FINDINGS, CONCLUSION AND RECOMMENDATIONS................................................................17

4.1 Findings........................................................................................................................................17

4.1.1 Ncell......................................................................................................................................17

4.1.2 NTC.......................................................................................................................................19

4.2 Conclusion and Recommendations...............................................................................................19

References..................................................................................................................................................
 LIST OF FIGURES
Figure 1Allows calling and receiving call immediately......................................................................11
Figure 2 has clear voice quality...........................................................................................................12
Figure 3 Roaming services...................................................................................................................12
Figure 4 Timely SMS............................................................................................................................13
Figure 5 Phone tariff...........................................................................................................................13
Figure 6Service satisfaction.................................................................................................................14
Figure 7Internet service.......................................................................................................................14
Figure 8 Card availability....................................................................................................................15
Figure 9 Reliable service......................................................................................................................15
Figure 10 Promotional strategy...........................................................................................................16
 CHAPTER ONE

INTRODUCTION

1.1. Background

Telecommunication services

A service provided by a telecommunications provider, or a specified set of user-information transfer

capabilities provided to a group of users by a telecommunications system is called Telecommunications
service. The telecommunications service provider has the responsibility for the acceptance,
transmission, and delivery of the messageand the telecommunications service user is responsible for the
information content of the message.

Telecom services now include fixed-network services (data retail, Internet retail, voice retail and
wholesale) and mobile services.Fixed-data services includes all dedicated/private line, packet and
circuit-switched access services (for example, frame relay, asynchronous transfer mode, IP, Integrated
Services Digital Network, DSL, multichannel multipoint distribution service [MMDS] and satellite)
retail revenue. No differentiation is made between the type of traffic or application carried by these
services. All types of transmissions non-voice data, image, video, fax, interactive services and even
voice can be carried by these services regardless of whether the source format is analog or digital. All
revenue reflects service provider annualized retail revenue paid for by the business and residential end
user of the service; no wholesale or carrier-to-carrier revenue is included.

Fixed-voice services is another service thatreflects retail voice service revenue for all services that are
sold as such to end users and includes the provision of local and long-distance services related to voice
(calling charges, line rental/subscription and connection fees are included in this category), enhanced
voice services, data and fax transmission over the circuit-switched PSTN, and retail voice over IP
revenue paid for by the business and residential end user of the service; no wholesale or carrier-to-
carrier revenue is included.

Mobile telecom services generate income from mobile telephone calls and mobile data usage (Short
Message Service [SMS] and mobile data access) from all mobile operators in that regional market..
Income from mobile telephone calling charges, mobile data access, SMS charges, line
rental/subscription and connection fees are included in this category.Wholesale/carrier services are not

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included as a component of business IT spending. Wholesale/carrier services reflect carrier revenue
from carrier-to-carrier service transactions. Telecommunications services are a global market worth
over US$ 1.5 trillion in revenue. Mobile services account for roughly 40 per cent of this, while mobile
subscribers worldwide currently outnumber the use of fixed telephone lines by more than two to one.
Over the past decade, the market has witnessed far-reaching changes, with the introduction of
competition into a sector that was once principally a monopoly. There are large numbers of the players
providing the telecommunication services in recent days.

Telecommunication services in Nepal

In Nepal, telecom service was formally provided mainly after the establishment of MOHAN
AKASHWANI in B.S. 2005. Later as per the plan formulated in the First National Five year plan
(20122017 BS); Telecommunication Department was established in B.S. 2016. To modernize the
telecommunications services and to expand the services, during third five-year plan (2023-2028),
Telecommunication Department was converted into Telecommunications Development Board in B.S.
2026.After the enactment of Communications Corporation Act 2028, it was formally established as
fully owned Government Corporation called Nepal Telecommunications Corporation in B.S. 2032 for
the purpose of providing telecommunications services to Nepalese People. Nepal Telecommunications
Authority (NTA) is the regulatory body of telecommunications in the country. Today, there are two
Today, there are two Major telecommunication providers in Nepal, which have penetrated the market.

Major telecommunication providers inNepal:

NCELL

Ncell is a privately owned mobile network operator in Nepal. Ncell was the first private company to
operate public GSM services in Nepal, initially under Mero Mobile brand which was re-branded to
Ncell on 12 March 2010. Ncell broke the monopoly held by the then state-owned, now public
telecommunication company Nepal Telecom. On 12 April 2016, Ncell has officially become a part of
Axiata Group Berhad, a Malaysian telecommunications group. The company is owned in 80% by
Axiata Group Berhad. Ncell is the largest ISP in Nepal with a subscriber base of more than 13 million
users. Ncell has a slogan of Ncell With you, always. Ncell had 10 million mobile subscribers in
early 2013. The vision, mission and strategy of Ncell are following:

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 Mission:

To provide network access and telecommunication services

Vision:

To contribute to a world with better opportunities

Strategy:

Solutions based on deep understanding

The major services offered by the Ncell:

Entertainment Messaging

Bonus Packs MMS

AfnaiDhun Short Number and Bulk SMS

Daily Packs SMS

Music and Fun SMS 2 Email

PRBT Voice SMS

Utilities Ncell loan

Balance Notify Me

Call Forwarding Video Call

Call Waiting Voice Mail

Conference Call Call Me

My5

Missed Call

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 Notification

Ncell Kosheli

Ncell provide services relating to the devices like iphone, Ncell connect and to buy the smart
phone.Ncell has new technologies and thoughts that attract many customers across Nepal which leave
behind other telecommunications in competitive market. However, People across Nepal complain about
the charges and taxes it takes. It organizes several IT related programmes, Sport-tournaments and sale
smartphones being a carrier. It is continuously making effort on its promotional activities. It is very
good at advertising. Recently, the company announced that it will be launching 4G technology in the
near future however the company looks forward to imminently receiving the 4G/LTE spectrum from the
Nepal Telecommunications Authority in order to serve the community better.

NTC:

Nepal Doorsanchar Company Limited is state owned telecommunication service provider in Nepal
with 85% of the government share. It was known as Telecommunication Department at the time of
establishment, its name was changed Telecommunications Development Board in 1969. After the
enactment of Communications Corporation Act 1971, NTC was formally established as fully state-
owned corporation called Nepal Telecommunication Corporation in 1975. On Magh 22, 2060 BS,
Nepal Telecommunication Corporation was transformed to a public limited company. NTC is claimed
to be the first Operator to provide 3G Service in South Asia. The mission, vision and goal of NTC are
explained below:

Mission

"Nepal Telecom as a progressive, customer spirited and consumer responsive Entity is committed to
provide nation-wide reliable telecommunication service to serve as an impetus to the social, political
and economic development of the Country"

Vision

"Vision of Nepal Telecom is to remain a dominant player in telecommunication sector in the Country
while also extending reliable and cost effective services to all"

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 Goal

"Goal of Nepal Telecom is to provide cost effective telecommunication services to every nook and
corner of country"

The company was a monopoly until 2003, when the first private sector operator UTL started
providing basic telephony services.It is the sole provider of fixed line, ISDN and leased-line services
in Nepal. With around 5,000 employees, NTC is one of the largest corporations of Nepal. It has a total
of 262 telephone exchanges in various part of the country serving 603,291 PSTN lines, more than 5
million GSM cellular phones and more than a million CDMA phone line as of July 2011. According
to recent data, there are about 10 million users of Nepal Telecom including all those of fixed landline,
GSM mobile, CDMA and internet service. NTC has starred SIP telephony service for the Nepalese
lying beyond the country to call Nepal from round the world in its own tariff through internet.

Nepal Telecom is the key market player as it holds about 60.30% of totals no. mobile phones and 91
% of total no of Fixed Telephones. It has 221 Public Switch Telephone Network (PSTN) exchanges in
72 districts and has covered all 2915 VDC with Basic Telephone service.

Majorservices offered by NTC

Basic telephone, Internet PSTN Service

Mobile telephone
Local calls

National Trunk Calls

International Trunk Calls

International Telegram

Domestic Telex

International Telex

Leased Lines

Operator -Assisted Int'l Telephone

Packet Switching Data Communication

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 ISDN (Integrated services Digital
Network)

Pay Phone

Intelligent Network Services

PCC Easy Call Service

HCD Service

AFS Advanced Free phone Service

Universal Access Number service

PSTN credit Limit service

CDMA Internet and E-mail.

Fixed Postpaid. Dial -up Internet /Email Access

Fixed Prepaid. PSTN Dial-up

SKY phone. Fixed hour package

Data Services. Night Surfing Package

Mobile Fixed hour / month package

Postpaid Unlimited Single User Package

Prepaid PSTN Bills in the Internet

Roaming (Incoming & Outgoing) Post-Paid Mobile Bills

SMS Telephone Inquiry

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 3G Service ISDN dialup

VAS Services Leased Line Connectivity (n*64kbit/s)

Web SMS

E-mail Alert

Following the entry of Ncell (previously called Mero Mobile) into Nepal's telecommunications
industry in 2005, it is no longer the only provider of GSM mobile service. Due to the rise of the
internet and technology, market of the Ncell VS NTC is becoming really challenging and competitive.
They are mainly focusing on the need of the today people, to become better among. Both of them are
trying to prove that either Ncell is better than NTC or vice versa. The various facilities that are
provided by both makes them better and distinguish. There is strong competition between Ncell and
NTC.There are hundreds of facilities that are provided by both the telecommunication provider. This
research aims to compare the promotional strategy of both the competing telecom provider and
evaluate either NTC or Ncell use effective promotional mechanism to attract the large number of
customers.

1.2 Statement of problem

The telecommunication companies such as Ncell and Ntc are competing in the market to become
number one in the field of telecommunication industry of Nepal. They have been investing in
promotional activities to a great extent in order to attract the customers. Ncell has made almost all the
Medias like news publication companies, FM, TV, various regional Medias as the advertising partner
in Nepal. Similarly, NTC as well use effective means of promotion that has made it the market leader.
They sponsor most of the national and international sports and cultural programme. There is strong
competition between Ncell and Ntc. Nepal Telecom use to be one of the leading government
telecommunications in Nepal. The rise of the private telecommunication in Nepalese market, such as

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Ncell is now penetrating the market. Thus, through this research is needed to find out the promotional
strategy of both the Ncell and Ntc, compare and evaluate them in order to reach to conclusion as
which one of the company is best in promoting the services to the customers?

1.3 Objectives of the study

To study the different services provided by NTC and Ncell.

To compare the promotional strategy of Telecommunication industry (NTC and Ncell).

To evaluate either Ncell or NTC use effective promotional mechanism.

1.4 Research methodology

The first step in preparation of this report is to design the framework of the research. The task begins
with the collection of necessary data and information concerning the study. The data and information
collected has been studied carefully and presented them systematically and get them analyzed so as to
meet the objective of the report. All data provided has been thoroughly studied and then search design
was planned. The problem is identified and data are collected as per the research framework. The
collected data are further analyzed to come up with the valid conclusion.

1.5 Source of data collection.

Data are collected both from primary and secondary sources.

Primary data:

The data collected for the very first time by filling up the questionnaire Google docs,
interview with the staff of Nepal telecom and Ncell. Questionnaire survey is conducted to
know the choice of general public for NTC or Ncell and also to compare either Ncell or Ntc
uses best promotional strategy.

Secondary data:

The data were collected from various booklets, pamphlets, magazines and websites and
reports submitted by seniors and colleagues.

1.6 Population and sampling:

We conducted survey on 50 people. Out of 50, we got respondsfrom29 people.

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 1.7 Study Tools:
Pie chart statistical graphic is used to compare and to evaluate that of which telecommunication
service provider uses best promotional strategy.

1.8 Limitation of study

The time to complete this report was very limited.

We were unable to interview top managers of selected organizations.

Some of the information was extracted from the website, magazines so that data may not be
accurate and updated.

Insufficient budget for the research activities is another problem of this research.

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 CHAPTER TWO

LITERATURE REVIEW

Marketing is a social andmanagerial process by which individuals and groupsobtain what they need
and want, through creating, offering and exchanging products of value with others. Philip Kotler.
Marketing has great role for the success of any organization. Marketing includes all those activities
having to do with effecting changes inthe ownership and possession of goods and services. It is that part
of economicswhich deals with the creation of time, place and possession utilities and thatphase of
business activity through which human wants are satisfied, by the exchange of goods and services for
some valuable consideration-American Marketing Association. Marketing consist of several activities
defined as marketing mix. It consists of product, place, price and promotion. Promotions refer to the
entire set of activities, which communicate the product, brand or service to the user. The idea is to make
people aware, attract and induce to buy the product, in preference over others. There are several types
of promotions. Above the line promotions include advertising, press releases, consumer
promotions(schemes, discounts, contests) while below the line include trade discounts, freebies,
incentive trips, awards and so on.
According to the U.S. Communications Act of 1934 and Telecommunications Act of 1996, the
definition of telecommunications service is "the offering of telecommunications for a fee directly to the
public, or to such classes of users as to be effectively available directly to the public, regardless of the
facilities used." Telecommunications, in turn, is defined as "the transmission, between or among points
specified by the user, of information of the users choosing, without change in the form or content of
the information as sent and received. In Nepal there are two main telecommunication providers i.e.
NTC and Ncell.

In the present competitive scenario, Nepal Telecom is the only service provider that has been providing
rich and quality network services at affordable price throughout the country. NT serves over 45 percent
of voice customers and over 57 percent of the total data users across the country. This growth in market
share has been possible even in the presence of stiff competition with other telecom operators and the
ISPs. As the incumbent operator, Nepal Telecom is concentrating its efforts to expand service coverage
in remote areas of the country and reach the under-served population. In the FY 2012/13, the customer-
base had grown by 18.30 percent than that in the year earlier to reach 9.17 million. In comparison to
this, customer base has grown by 18.83 From the Desk of Managing Director percent to reach 10.9

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million in the FY 2013/14. Similarly, the Internet customer base has grown by 1.42 million than that of
the previous year and has exceeded 4.7 million in the FY 2013/14.

The managing director of Nepal Telecom, Buddhi Prasad Acharya told that We want Nepal
Telecommunication to respond on our request so that we can work for 4G in Nepal right way. He
furthermore added We cannot procure technology as fast as private sector can and we have to compete
private sectors which have great impact for making our service full of good quality. It has been more
than one year since Nepal Telecom has drafted an application for the approval to launch 4G in
Nepal.Besides increasing the quality of services, NTC is also increasing its efforts on the promotion
activities.

Corporate Communication Director of Ncell SanjuKoirala says, We believe in living in the heart of
Nepalese people. We continue make efforts to provide better services to our customers with the
effective communication. Ncell is with you always. Ncell has new technologies and thoughts that
attract many customers across Nepal which leave behind other telecommunications in competitive
market. People across Nepal complain about the charges and taxes it takes. It organizes several IT
related programmes, Sport-tournaments and sale smartphones being a carrier. Recently, the company
announced that it will be launching 4G technology in the near future. Ncell is continuously making
effort to provide better services to the wider Nepalese customers. It is spending millions of rupees on
the promotion of its services. ErimTaylanlar, CEO of Ncell says that the slogan Ncell. With you,
always, has created the sense of belongingness to the Nepalese people. Ncell is continuously making
effort to promote its services in Nepalese market. There is revelry between Ncell and Ntc to surve the
Nepalese society. However, the main concern is if they are fulfilling all the services to the customers as
per their claim during their promotion.

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 CHAPTER THREE

DATA PRESENTATION AND ANALYSIS

For this research 50 people were requested to fill up the questionnaire Out of 50 people we got
responds from 29. Among 29 people who responded 3 people were aged 30- 40 years of age while the
other responded aged 20-28 years.

3.1 Data Presentation

Error: Reference source not foundAllows calling and receiving call immediately

This depicts that out of 29 respondents, 37.9 % think that Ncell allows calling or receiving call
immediately and 62.1% think that NTC allows calling or receiving call immediately.

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 Figure 2 has clear voice quality

The figure shows that out of 29 respondents, 57.1 % feel like NTC has a more clear voice quality that
Ncell, while 48.3 % feel that Ncell has more clear voice quality than NTC.

Figure 3 Roaming services

Thefigure illustrates that out of 29 respondents 62.1% would like to carry NTC while going out of
valley while only 37.9% would prefer to carry Ncell.

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 Figure 4 Timely SMS

The figure display that out of 28 respondents, 60.7% thinks that Ncell allows allowing and sending
SMS instantly while 39.3% thinks that NTC allows sending and receiving SMS instantly.

Figure 5 Phone tariff

The figure above depicts that out of 28 respondents only 7.1% of population believes that NCell adds
upon no hidden costs while the remaining majority i.e. 92.9% believes that NTC allows overall low
tariff with no hidden costs involved.

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 Figure 6Service satisfaction

The figure above displays that NTC brings over more satisfaction among people that Ncell. Out of 29
respondents 58.6% are found to be satisfied through the services of NTC and 41.4% of respondents
are satisfied with the services of Ncell.

Figure 7Internet service

The figure shows that out of 28 respondents, 67.9% believes that Ncell provides good internet
services while only 32.1% believes that NTC provides good internet services.

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 Figure 8 Card availability

The figure above depicts that out of 28 respondents only 28.6 % finds NTC recharge and sim card
easily while 71.4% finds Ncells recharge card and sim card easily.

Figure 9 Reliable service

The figure above shows that out of 29 respondents, there is not much variation is relying upon the
services of NTC or Ncell. 55.2 % of respondentsbelieves that NTCs service is highly reliable while
44.8% of respondents believes Ncells service is highly reliable.

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 Figure 10 Promotional strategy

This was the open end question and 29 people responded to it. Among the respondent 69% of them
thought that Ncell was using the promotional strategies that NTC due a number of reasons.

3.2 Data Analysis

From the above data representation we found that in terms of convenience and services Ncell
dominates the NTC. Majority of people in the survey prefer Ncell in terms of internet services, timely
access of SMS, voice quality, availability of recharge card and reliability. However it has been found
that though the Ncell provides better services people are more satisfied using Ntc because they think
that Ncell charge hidden costs and roaming services. In case of promotional strategy we found that in
compare to Ntc, Ncell uses best promotional strategy. 69% of people perceived Ncell as a best
advertiser.

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 CHAPTER FOUR

FINDINGS, CONCLUSION AND RECOMMENDATIONS

4.1 Findings
From our primary survey we found that the Ncell has been using best promotional strategy. We
found the following reasons for choosing Ncell as a best advertiser by the respondents.
Ncell uses best promotional strategy. Its video advertisements are very creative and
worth watching. Ntc doesn't need any advertisement. It's more on demand despite any
advertisements. However, it would be better if Ntc too brought creative advertisements
like that of Ncell. The promotional attempts of Ntc is really lesser than that of Ncell.
Ncell focuses on marketing and ability to decide/implement quickly.
Ntc don't need it but Ncell has been using good PS for adding more customer in their
list.
The effort of Ncell can be seen in promoting its services all over the country.
Ncell is more reliable.
Ncell frequently introduces various promotional schemes which matches customer
needs and their promotional activities are focused on attracting youths.
Ncell spends higher in advertisements.
Ncell using best promotional strategy with customer satisfaction.

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 Ncell spends higher in advertisements.
Ncell, customized service and different ads.
Ncell is attractive and touches human feelings.
Ncell has strong brand
Ncell uses best promotional strategy because it has a lot of advertisements as well as
brings various plans on different occasions.

4.1.1 Ncell
During our secondary study we found that the Ncell is following several promotion strategy. Some of
the major strategies are following:

1. Ncell Nepal Literature Festival

The sole sponsor of the Festival, Ncell, the leading telecommunication company in Nepal, reaffirms its
commitment to the slogan 'Here for Nepal' by continuing its financial support towards the promotion of
Nepali literature. The organizer of the Festival, The Bookworm Foundation hopes that by bringing
writers and readers together in one forum for literary conversations, the Festival will help broaden the
scope and quality of Nepali literature. The Festival will have panel discussions, poetry recitals and book
launch and signings, and much more. Lovers of literature will get a chance to rub their shoulders with
the national and international literary stars, engage in racy dialogues, and grab a book and get it signed
by their favourite writers.

2. Ncell makes calling India more reasonable

Ncell has announced reduced fares while calling to India from its network. All calls to India will now
cost only Rs. 2.99 per minute compared to the previous rate of Rs. 6. (Without tax) with the pulse for
the call 60 seconds. The rate will be same for peak hours and off hours.

3. Short Number and Bulk SMS Service

Ncell claim to provide the cheapest, fastest and the most reliable gateway for bulk SMSs. They even
guarantee the lowest price and user satisfaction.

4.Ncell Purple Saturday 2070( Durbar Marg street festival)

Ncell purple festival was mainly aimed at maintaining good relations with the customers through the
entertainment loaded event. Whenever the customers remembered the event they would also remember
Ncell.

5. Ncell Recharge and Win

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Promotion is for the prepaid voice subscribers of Ncell Private Limited ("Ncell"). The participants will be
provided with registration of one code number for every recharge of multiple Rs.100. The received
code numbers are eligible only for the particular week which gives chance to win 1 car for 1 winner, 5
tola gold for 1 winner and 1 bike for 1 winner. Bonus balance of Rs. 100 given to 5000 customers will
be valid for 7 days from the date of addition of bonus.

6.Ncell reduces rates to Rs.1.99 per minute

Enjoy calling at a single rate anytime, anywhere within Nepal

7. Sajilo starter SIM of Rs.99 only

8. NcellGaun

It has painted the roofs of houses in Manakamana (which can be seen from cable car and that place is
also called as Ncell Gaun by local peoples).

9. Flash moves

A group of people dance who belongs to Ncell, illustrating a cause, in the public area.

4.1.2 NTC
NTC is also spending its resources on the promotion of its services. During our study we found that
NTC is conducting following promotion strategy that has got the light of importance:

1. Bagmati clean-up campaign

2. NTC provides solution to result query
3. Nepal telecom corporate futsall league
4. Dashain, Tihar and Chat offer
5. Football sponsorship with Nepal Police
6. Prabhatpheri
7. International telecommunication day( night data package) on 2073-2-3
8. SLC sim offer

4.2 Conclusion and Recommendations

Promotional strategy is a process that can allow an organization to concentrate its limited resources on
the greatest opportunities to increase sales and achieve a sustainable, competitive advantage. Through
this study we can conclude that Ncell uses a better promotional strategy than NTC. Much things are

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 done by Ncell to promote the brand and bring more awareness among the people. Ncell is a private
entity and such things are highly important for its promotion and awareness. However NTC is a state
owned entity and nothing much is done for its promotion. During this study we also found that
Nepalese trust state owned entity more than a private one. Hence, this factor i.e. trust for a public
entity requires much lesser promotion of NTC in Nepal.

Moreover, Ncell does many of the things that would attract more audience and compel people to use
their services through different innovative ideas and offers. Ncell believes in continuous research
activities so that it could address the recent need of the people. This study shows that Ntc does not
work even half for such activities unlike the Ncell does.

This study further helps t draw several conclusion regarding the comparison between NTC and Ncell
in terms of satisfaction through service, internet facilities, roaming facilities, instant text replying,
instant receiving and calling and so on.

This study is an inspirational case study which compares the two biggest telecommunication services
in Nepal in terms of the satisfaction among people through their services and the best promotional
policies they use to promote their brand. This study can be helpful for the further research activities in
the telecommunication field.

Through this study the following recommendations can be made:

NTC and Ncell are sort of competitors in Nepal, Ncell works very hard on promotional
activities but NTC does not work much, hence it would be good if NTC could make a little
more efforts for its promotion.
Ncell does many activities that touches the heart of people and compel them to use Ncell, but
the only factor that pulls them down is the cost factors, hence Ncell could capture high market
share if it could lower its cost of services.

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 References:
http://www.roshanjoshi.com.np/web/attitude-survey-of-ntc-vs-ncell-mobile/
https://w4university.wordpress.com/2013/05/20/ntc/
http://www.abconsultant.com.np/article/Promotion.pdf

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