1

About The Industry

The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2012. India added 113.26 million new customers in 2008, the largest globally. In fact, in April 2008, India had already overtaken the US as the second largest wireless market. To put this growth into perspective, the countrys cellular base witnessed close to 50 per cent growth in 2008, with an average 9.5 million customers added every month. According to the Telecom Regulatory Authority of India (TRAI), the total number of telephone connections (mobile as well as fixed) had touched 385 million as of December 2008, taking the telecom penetration to over 33 per cent. This means that one out of every three Indians has a telephone connection, and telecom companies expect this pace of growth to continue in 2009 as well. "We are extremely bullish that the growth will continue in 2009. This year, the number of additions will be in excess of 130 million," according to T.V. Ramachandran , Director General, Cellular Operators Association
2

of India (COAI), an industry body that represents all Global System for Mobile communications (GSM) players in India.

1900s In 1902, AT&T authorized its Engineering Department to develop a 10,000-line machine switching exchange. It is suggested that a study of the Stronger system would serve, as an aid to discovering what difficulties must be overcome.

Coin collecting pay telephones were introduced in New York in 1903, the collector was a single slot model and charge for a local call was ten cents. microwave radiotelephone system in Bell System was introduced in southern California as well as between Nantucket and the mainland in 1946. Mobile telephone service was placed in commercial use in St. Louis.

AT&T installed its first digital switch in 1976. The FCC launched Computer Inquiry II. Apple Computer was founded. The FCC began a registration program for customer owned
3

equipment attachable to the phone system. The FCC ruled that SCC had exceeded their authorization for service. The Court of Appeals disagreed and the next two years found this issue heavily debated.

In 1990, IBM sold ROLM Corporation to Germany based telecommunications giant Siemens Corporation. AT&T developed the optical digital processor. Bell Labs developed photonic switching in1991. In 1997, AT&T completed divestiture of Lucent Technologies and NCR. Implementation of the Telecommunications Act of 1996 was held up in some quarters in appeals courts as the RBOCs and the long distance companies battled over requirements.

In 1999, MCI WorldCom became official. Mergia Mania strike the Telecom Industry as thousands of larger companies purchased the small start-up companies. 2000s

Years of preparation and billions of dollars resulted in the Y2K bug being nothing more than a minor pest on January
4

1st. in 20000 mergers ran rampart in the industry as companies planned for the future and the internet. Lucent Technologies announced that it would spin off its enterprise solution group into a new company. Bell Atlantic and GTE announced that their new combined company would be named Verizon thus moving the Bell name into its history.

In 2001, Telecom Industry continued its nosedive as hints of a recession abound. Big names like Covad and PSINet entered into the industry. Fiber-optics suppliers hit new lows. JDS Uniphase declared the biggest one-year loss in corporate history - $51 billion. Troubles when investors questioned the rationale behind joining together two companies with dipping desktop sales.

CONCERNED OFFICES

1. THE TELECOM COMMISSION The Telecom Commission was set up by the government of India vide notification dated 11th April 1989 with administrative and

financial powers of the government of India to deal with various aspects of telecommunication. Both DoT and TC are responsible for policy formulation, licensing, wireless spectrum management, administrative monitoring of PSUs, research and development and standardization/validation of equipments etc. The multi-pronged strategies followed by the TC have not only transformed the very structure of this sector but have motivated all the partners to contribute in accelerating the growth of the sector.

2. DEPARTMENT OF TELECOM (DOT) The telecom services have been recognized the world-over as an important tool for socio-economic development for a nation and hence telecom infrastructure is treated as a crucial factor to realize the socio-economic objectives of India. Accordingly, the DoT has been formulating development policies for the accelerated growth of the telecommunication services. The department is also responsible for grant of license to private sector operators for providing basic and value added services in various cities and telecom circles as per approved policy of the government. The department is also responsible for frequency management in the field of radio connection in close coordination with international bodies. It also enforces wireless regulatory
6

measures by monitoring wireless transmission of all users in the country86.

3. TELECOM REGULARITY AUTHORITY OF INDIA (TRAI) In purchase of the NTP 1994, the government was committed to set up an independent regulatory body for telecom. In December 1994, a committee under the chairmanship of Mr.D.K.Gupta was constituted to formulate the restricting of DOT In to three entities: telecom commission- the policy maker ;India telecom- the operator; and telecom regularity authority of India- the regulator. In late 1995, the government introduced the TRAI bill but it could not be passed. A new TRAI bill was in the lok sabha on July 23,1996. This bill was not voted upon and was in the state referred to the standing committee on communications. The government after incorporating some of the suggestions of the standing committee, promulgated and ordinance. In march 1997, the TRAI bill was passed by the parliament and TRAI came in to existence. FUNCTIONS OF TRAI: To recommended entry of new service providers. To ensure technical capability and effective connectivity between different service provider to ensure compliance of terms and conditions of license
7

 to facilitate competition and promote efficiency and sustained growth of telecom services to monitor the quality of service provided by the services providers to inspect the equipment used and recommend the types to be used by the service provider to settle dispute between service providers to render advice to the govt. on matters concerning development of technology and industry To protect the interest of consumers of telecom service and ensure effective compliance of universal service obligations. TRAI was given powers to regulate tariff. The government order said not withstanding anything contain in the Indian telegraph act,1885, the authority may, from time to time by order notify in the official gazette the rates at which the telecommunication services within India and outside shall be provided under this act including the rates at which the messages shall be transmitted to any country outside India it further said , provided that the authority may notify different rates for different persons or class of persons for similar telecommunication services and where differently rates are fixed the authority shall recorded the reasons therefore . However, the TRAI will only educate on matters which are within the purview of MRTP as well as consumer forums. What this means is that the anti-competitive behavior by the DOT
8

can not be referred to TARI as such, because monopolistic, restrictive and unfair trade practices for under the jurisdiction of the MRTP commission. The problems with TRAI act 1997 were manifold. While the TRAI act gives the regulator powers to resolve disputes between services providers, TRAI was not given jurisdiction over DOT , the largest telecom service operator in the country. Although the cabinet of ministers latter extended TRAI S powers over DOT, the jurisdiction granted was ambiguous because the regulator only had powers over DOT as an operator and not as a policy maker. The government has issued an ordinance to replace TRAI with an appellate tribunal with judicial powers and a reconstituted regulator with clearly defined powers. The government has redefined the regulators powers. It is proposing to empower it to fix tariffs and interconnection charges and to set norms on quality of service. Its recommendations on these matters will be final binding on the government. But that is as far as the government is prepared to go. It still does not intend to give TRAI licensing powers stain that under the archaic Indian telegraph act this power belongs to the state and cannot be assigned to another body. Just why this remains so when the Indian telegraph act is to be rewritten has not been explained. The regulator can issue recommendations on the terms and conditions of licenses, the need for additional licenses and the termination of licenses. But
9

such recommendations will not be binding on the government. TRAIs orders on will, tariffs and terms are and conditions irrespective of of interconnectivity however binding,

anything contained in license agreements issued prior ti the ordinance. However , the re-constituted TRAI in 2000 with a new chairman who decided to abandon the recommendations of its processor and go with the DOTs views on limited competition, albeit instead of new entrants. However, when the Indian prime minister announced the domestic long distance policy would be in place by 15th August it was more competitive than either envisioned by TRAI or the DOT. There is to be no limit on the numbers of players allowed into long distance telephony.

The TRAI was formed in January 1997 with a view to provide an effective regulatory framework and adequate safeguards to ensure fair competition and protection of consumer interests. The government is committed to a strong and independent regulator with comprehensive powers and clear authority to effectively perform its functions. Towards this objective the following approach will be adopted83: TRAI has the power to issue directions to service providers. Further, TRAI has full ad judicatory powers to resolve disputes between service providers. To ensure level playing

10

fields, it will be clarified that the TRAI has the power to issue directions. TRAI will be assigned the arbitration function for resolution of disputes between Government and any licensee. The government will invariably seek TRAIs

recommendations on the number and timing of new licenses before taking decision on issue of new licenses in future.

4. CELLULAR OPERATORS ASSOCIATION OF INDIA (COAI) To establish and sustain a world-class cellular infrastructure and deliver the benefits of affordable mobile communication services to the people of India.

The COAI was constituted in 1995 as a registered, non-profit, non-government society dedicated to the advancement of communication in particular of modern communication through Cellular Mobile Telephone Services.

CELLULAR COMPANIES IN AHMEDABAD TATA

11

 VODAFONE AIRTEL IDEA RELIANCE AIRCEL UNINOR The cellular industry is one of the most significant technological advancement of the 21st century. There is very high competition among plenty of players in the Ahmadabad. The market share is changing as per the schemes and policies of the companies As the fastest changing industry in the world, the market scenario is changing very fast. In the todays business scenario, as competition is tough and ever increasing, it is the service sector which has shown a tremendous growth, particularly in mobile phone service sector. Nowadays, information technology development, particularly in telecommunication plays an important role in consumption pattern and lifestyle. The research was conducted to determine the buying behavior of mobile phone service users in Ahmedabad city of Gujarat.

12

Technology used in mobile services 1. Global System for Mobile communication (GSM) 2. General Packet Radio Services (GPRS) 3. Code Division Multiple Access (CDMA)

History of Indian Telecommunications Year 1851First operational land lines were laid by the government near Calcutta (seat of British power) 1881Telephone service introduced in India 1883Merger with the postal system 1923Formation of Indian Radio Telegraph Company (IRT) 1932Merger of ETC and IRT into the Indian Radio and Cable Communication Company (IRCC) 1947Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications 1985Department of Telecommunications (DOT) established, an exclusive provider of domestic and long-distance service that would be its own
13

regulator (separate from the postal system) 1986Conversion of DOT into two wholly government-owned companies: The Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. 1997 Telecom Regulatory Authority of India created. 1999 Cellular Services are launched in India. New National Telecom Policy is adopted. 2000 DoT becomes a corporation, BSNL

14

About TATA TELESERVICES LTD

15

Tata Teleservices Limited spearheads the Tata Group's presence in the telecom sector. The Tata Group includes over 90 companies, over 395,000 employees worldwide and more than 3.5 million shareholders. Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It launched mobile operations in January 2005 under the brand name Tata Indicom and today enjoys a panIndia presence through existing operations in all of India's 22 telecom Circles. The company is also the market leader in the fixed wireless telephony market. The company's network has been rated as the 'Least Congested' in India for six consecutive quarters by the Telecom Regulatory Authority of India through independent surveys. Tata Teleservices Limited has also become the first Indian private telecom operator to launch 3G services in India under the brand name Tata DOCOMO, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself favorably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operatorsin Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile phone users. Tata Teleservices Limited also has a significant presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the Tata DOCOMO brand name. Tata DOCOMO arises out of the Tata Group's strategic alliance with Japanese telecom major NTT
16

DOCOMO in November 2008. Tata DOCOMO has received a panIndia license to operate GSM telecom servicesand has also been allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in all of these 18 telecom Circles in the quick span of just over a year. Tata DOCOMO marks a significant milestone in the Indian telecom landscape, and has already redefined the very face of telecoms in India, being the first to pioneer the per-second tariff optionpart of its 'Pay for What You Use' pricing paradigm. Tokyo-based NTT DOCOMO is one of the world's leading mobile operatorsin the Japanese market, the company is the clear market leader, used by over 50 per cent of the country's mobile phone users. The Tata Teleservices Limited bouquet comprises four other brands as wellVirgin Mobile, Walky (which is the brand for fixed wireless phones), the Photon family (the company's brand that provides a variety of options for wireless mobile broadband access, and T24. TTSL recently entered into a strategic partnership agreement with Indian retail giant Future Group to offer mobile telephony services under a new brand nameT24 on the GSM platform. The exciting new brand was unveiled in February and the company announced the commercial launch of GSM operations under the brand name T24 in June, starting with the city of Hyderabad. It has now launched T24 GSM services in Kolkata, Bhubaneswar, Lucknow and Ahmedabad. Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves over 85 million customers in more than 450,000 towns and villages across the country, with a bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.

17

In December 2008, Tata Teleservices announced a unique reverse equity swap strategic agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure Limitedwith the combined entity kicking off operations with 18,000 towers, thereby becoming the largest independent entity in this spaceand with the highest tenancy ratios in the industry. Today, the combined entitywhich has been re-christened as VIOM Networkshas a portfolio of nearly 45,000 towers. TTSL's bouquet of telephony services includes mobile services, wireless desktop phones, public booth telephony, wire line services and enterprise solutions. Tata Teleservices is a part of the $12 billion Tata Group, which has 93 companies, over 200,000 employees and more than 2.3 million shareholders. Tata Teleservices provides basic (fixed line services), using CDMA technology in six circles: Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka. It has over 800,000 subscribers. It has now migrated to unified access licenses, by paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide fully mobile services as well. The company is also expanding its footprint, and has paid Rs. 4.17 billion ($90million) to DoT for 11 new licenses under the IUC (interconnect usage charges)regime. The new licenses, coupled with the six circles in which it already operates, virtually gives the CDMA mobile operator a national footprint that is almost on par with BSNL and Reliance Infocomm. The company hopes to start off services in these 11 new circles by August 2004. These circles include Bihar, Haryana, Himachal Pradesh, Kerala, Kolkata, Orissa, Punjab, Rajasthan, Uttar Pradesh (East) & West and West Bengal.

18

Corporate Office A, E & F Blocks Voltas Premises T. B. Kadam Marg Chinchpokli Mumbai - 400033 Tel: 022 - 66671414 Fax: 022 - 66605335

Registered Office Jeevan Bharati Tower I, 10th Floor, 124, Connaught Circus, New Delhi 110 001

Board of directors

Mr. Ratan N. Tata Designation : Chairman Company : Tata Teleservices Ltd

Mr. K. A. Chaukar Designation : Managing Director Company : Tata Industries Ltd.

Mr. Srinath Narasimhan

Mr. I. Hussain
19

Designation : Managing Director & Designation : Director CEO Company :Tata Sons Ltd. Company : Tata Teleservices Limited & Tata Teleservices (Maharashtra) Limited

Mr. N. S. Ramachandran Designation : Director, Company : Tata Teleservices Ltd.

Mr. Anuj Maheshwari Designation : Director Company : Temasek Holdings Advisors India Pvt Ltd., ("THAIPL")

Mr. Masatoshi Suzuki Designation : Senior Executive Vice President and Member of Board of Directors Company : NTT Docomo, INC.

Mr. Kazuto Tsubouchi Designation : Executive Vice President Chief Financial Officer Company : NTT Docomo, INC.

20

Dr. Kiyohito Nagata Designation : Senior Vice President Responsible for Product Business Strategy Company : NTT Docomo, INC.

Mr. N Chandra Designation : Chief Executive Officer Managing Director Company : Tata Consultancy Services Limited (TCS).

Tata Business Excellence Model is a framework which helps companies to achieve excellence in their business performance. This is the chosen model by the TATA group to help in building globally competitive organizations across TATA Group companies. TBEM is based on the Malcolm Balridge National Quality Award Model of the U.S. The Criteria have three important roles in strengthening competitiveness: To help improve organizational performance practices, capabilities, and results

To facilitate communication and sharing of best practices information among all organizations within TATA Group.

To help in guiding organizational planning and opportunities for learning

21

TBEM Criteria is designed to help organizations use an integrated approach to organizational performance management that results in Delivery of ever-improving value to customers and stakeholders, contributing to organizational sustainability

Improvement of overall organizational effectiveness and capabilities Organizational and personal learning set of 11

The Criteria are built on the following Interrelated Core Values and Concepts: Visionary Leadership Customer-driven Excellence

Organizational and Personal Learning

Valuing Employees and Partners Agility Focus on the Future Managing for Innovation Management by Fact Social Responsibility Focus on Results and Creating Value Systems Perspective The Core Values and Concepts are embodied in seven Categories, as follows: Leadership Strategic Planning Customer and Market Focus
22

 Measurement, Analysis, and Knowledge Management Work force Focus Process Management Business Results The TBEM criteria are the operational details of the Core Values, applied to the different facets of a Business organization. The 7 Criteria Categories are divided into 18 items and 32 Areas to Address The TBEM framework has the following characteristics Focus on Business results Non-prescriptive and Adaptable Maintains System Perspective Supports Goal based diagnosis TBEM instills a process centric approach in an organization as a means to achieve the chosen Business Goals Tata Teleservices Limited as a part of the TATA Group has adopted the TATA Business Excellence model as an intricate part of its operation structure and uses it to grow from strength to strength, keeping Operational excellence and Business results in focus.

23

Products and services of TTSL

PRODUCT PROFILES 1.Tata indicom

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. It has embarked on a
24

growth path since the acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It launched mobile operations in January 2005 under the brand name Tata Indicom and today enjoys a panIndia presence through existing operations in all of India's 22 telecom Circles. The company is also the market leader in the fixed wireless telephony market. The company's network has been rated as the 'Least Congested' in India for six consecutive quarters by the Telecom Regulatory Authority of India through independent surveys.

2.Tata Docomo
Tata DOCOMO is Tata Teleservices Limited's telecom service on the GSM platform-arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom Circles-and has also been allotted spectrum in 18 telecom circles. Of these, it has already rolled out services in all the 18 Circles that it received spectrum in from the Government of India-Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.
25

Tata DOCOMO has also become the first Indian private operator to launch 3G services in India, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself suitably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile phone users. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like i-Mode, e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded conducting 4G trials in physical geographies, not just inside laboratories! DOCOMO is a global leader in the VAS space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market through the Tata DOCOMO brand. Tata DOCOMO has also set up a Business and Technology Coordination Council', comprising of senior personnel from both companies. The council is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the Tata Teleservices Limited management and provide know-how to help the company develop its GSM business.
26

On the CDMA platform, despite being the latest entrant, Tata Indicom has already established its presence and is the fastestgrowing pan-India operator. Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves over 84 million customers in more than 450,000 towns and villages across the country, with a bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.

3.Tata Walky
Tata Walky was created out of an idea and a firm belief that landline phones can be and do a lot more than their conventional roles. Combining effortlessly the functionality of a mobile and the stability of a landline, Tata Walky has changed the way families perceive and use landlines. With mobile telephony breaking all barriers of communication, it was high time that landlines catch up. Tata Walky perfectly bridges this gap by offering features like Wireless connectivity Instant activation Stylish models Attractive tariff plans Postpaid and Prepaid facilities
27

All these features, combined with the Tata promise of quality and customer satisfaction, make the Walky a favourite with families, as well as businesses looking at more value for their money

1.Tata photon
Tata photon is the wireless device of internet connection. It is available in prepaid and postpaid form. Tata photon is the leading brand as far as any other wireless internet is concerned. Here, are some of the advantages which are recently provided by tata to the new customers. Superior In-building Coverage Tata Photon Plus operates at a frequency of 800 MHz to give you superior indoor connectivity. Free all-India Roaming You can enjoy free roaming across more than 100 cities in India wherever Tata Photon Plus is available
28

 Automatic switch over to speeds up to 153.6 Kbps (Tata Photon Whiz Speeds) in non-Tata Photon Plus regions. Enhanced Signal reception on the move The 'Receive Diversity' with dual antennae in the device aids in stronger signal reception. Dedicated Spectrum for data Services Dedicated data spectrum ensures that any voice usage does not impact your internet experience. Affordable plans to suit your needs You can now choose from a range of Unlimited Plans , Usagebased plans, Time-based plans and Device-bundled offers as per your convenience. Dedicated Customer Care (1800 266 121 Toll Free) A dedicated Customer Care for Tata Photon Plus to serve you better.

1.Virgin Mobile
Virgin Mobile brand is Indias first national youth-focused mobile service. Virgin Mobile branded services are being offered
29

to the Indian consumers by Tata Teleservices through a brand franchise with Virgin Mobile. Virgin Mobile India will provide Tata Teleservices with experience and expertise in designing, marketing and servicing of Virgin Mobile branded products for the youth segment Virgin Mobile, a leading branded venture capital organization, is one of the world's most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Mobile Group has gone on to grow very successful businesses in sectors ranging from mobile telephony, to transportation, travel, financial services, leisure, music, holidays, publishing and retailing. Virgin Mobile has created more than 200 branded companies worldwide, employing approximately 50,000 people, in 29 countries. Its revenues around the world in 2006 exceeded 10 billion (approx. US$20 billion). In order to attract the young generation, in March 2008, Tata Indicom and Virgin Mobile, a UK based youth oriented mobile phone company, started Virgin mobile. Initially, Virgin Mobile wanted to act as a Mobile Virtual Network Operator but Indian Telecom authority did not give out the MVNO license. Under MVNO system, a mobile company buys up necessary space from an existing wireless company and resells under their own brand. This system is not present in India. As a result, Virgin and Tata signed a franchise deal under which Virgin Mobile will be owned by Tata Teleservices. Under the later agreement, Virgin Mobile will release its mobile phones through Tata Indicom. It will also use Tata Indicoms telecom network to offer its services. The revenue will be split 50:50. Virgin Mobile phone service is targeted toward young people between 14 and 25 years of age. Virgin Mobile is a UK-based mobile company founded by Richard Branson. Initially, the service was offered in fifty Indian cities. By December 2008, the officials
30

targeted to spread the service in 1000 cities. In the initial stage, Virgin mobile targeted million base subscribers and generate revenue in the next three years. The company offered mobile handsets ranging from $50 to $125.

Thus, the above mentioned are the brands of products of Tata Teleservices Limited, in which photon is most selling product of company because of reasonable price is charged by company. Virgin mobile is basically targeted to youth because it gives cheap call rate and first company to give excess talk time balance on incoming calls. Docomo is leading brand of TTSL as far as mobile internet and their charges are concerned.

SERVICES

System Software Services: These are going to market solution that can speed up product/project implementation significantly.

31

Reporting:

TTSLs system service provide detailed reports on

bandwidth utilization as well as web traffic statistics.

Database solutions:

TTSL have the necessary expertise to

manage database applications like oracle, DBZ and SQL.

Backup services:

The requirement of full time availability of

data means shrinkage of data backup time TTSL offer full management of any organizations data back-up process for individual files, file systems, data bases and applications. And should data traffic in the system get very high, transmission of this data traffic in the system get very high, transmission of this data at high speeds can be maintained with TTSLs Broadband or ASDL (Asymmetric Digital Subscriber Line) services. If Client Company needs to connect it people to each other or with their business partners and customer ensuring complete security at all times, client has an option to using TTSLs VPN services (Virtual Private Network)

STD/ISD till last rupee:

32

Now experience complete freedom like never before with TATA! Our STD/ISD facility allows you to make long distance calls in India and overseas from your cellular phone.

Easy Billing: Now enjoy the luxury of viewing details of your 3 billing cycles and the convenience of paying your bill online. Experience complete freedom with TTSL. Short Messaging Service (SMS): With TATAs short messaging service (SMS) send unlimited messages and jokes to your friends and colleagues, anytime anywhere! Call Divert, Call Hold and Call Wait: Avail of special services like call waiting, call hold and call divertall with your TATA connection! Roaming (National and International): TATAs free roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad! Enjoy roaming within the country as well as across the destinations! Value added services:
33

With TATAS subscription services, you can subscribe for cool alerts at the click of button! Whats the better is that you can receive updates automatically on your TATA phone without having to initiate a request everyday. Daily News Alerts Daily Astrology Alerts Daily Business Alerts Daily Joke Alerts

Pricing of Postpaid: Tata Tele Presently Ten Handset available Sr No. 1. 2. 3. 4. 5. 6. 7. Model Nokia 2280 Kyocera/Rave/Blade/Phantom Nokia 3105 Nokia 2112 Nokia 6585 Nokia 6225 LG S235 4999
34

Price(In Rs.) 4000 5500 7500 5129 8999 9999

8.

Motorola C131

1299

Two Tariff Plan, Plan 149, SINGLE TARIFF PLAN LOCAL SMS Rs. 1.00, National Rs. 2.00, International Rs. 5.00

Plan 149

Monthly Rent M to M/Landline CLIP Charge Voice Mail 3Way Conference :

: : :

Rs. 149 Rs. 1.69 Rs. 25 per month Rs. 25 per month

Rs. 25 per month

SINGLE TARIFF PLAN

Monthly Plan M to M/Landline CLIP Charge Call Wait

: : : :

Rs. 199.00 Rs. 1.25 Rs. 25 per month Rs. 25 per month
35

Voice Mail 3Way Conference

: :

Rs. 25 per month Rs. 25 per month

Pricing Policy of Prepaid

Introductory offer on Prepaid with 1 sec. pulse, 3 paisa per local, 5 paisa per STD and 100% Talk time free. Models available are as below.

Sr. No. 1. 2. 3. 4. 5. 6. 7.

Model Nokia 2280 Motorola C131 Nokia 2112 Nokia 3105 Kyocera/Blade/Rave/Phantom Nokia 6585 LG 5235

Price (In Rs.) 1699 1299 5129 8000 4022 10379 700

36

Price of Recharge Voucher, Talk time Value and Validity Periods available here.

Voucher Value 330.60 110.20

Talk Time Value 300 100

Validity Period 30 days 07 days

WALKY (FIXED WIRELESS) PRICING In fixed wireless TTSL have three plans, 240 Plan, 150 Plan, Silver Plan in Postpaid FWT. In all plan activation charge Rs. 800 & security deposit Rs. 1000 for local. Post Paid :

(1)

240 Plan: Monthly Rent Free Calls (in Rs.) Outgoing Charge CLIP Charge CUG Charge : : : : : Rs. 240 Rs. 120 Rs 1.20 per call Rs. 50 Rs. 50
37

Call Forward/Call Wait (2) 150 Plan Monthly Rent Free Calls (in Rs.) Outgoing Charge CLIP Charge CUG Charge Call Forward/Call Wait

Free

: : : : : :

Rs. 150 Rs. 25 Rs 1.20 per call Rs. 50 per month Rs. 50 per month : Free

38

SWOT company

analysis

of

This company has the following Strengths, Weakness, and Opportunities & Threats with respect to products. Strength of TTSL 1. Brand name: TATA has created a good brand name over the couple of years. Market research indicates that people know TATA and prefer it.

2. Ethical image of TATA: TATA sets honest and image in the mind of the people. People perceived TATA as an Ethical company. People believe that TATA never cheat them.

3. Distribution Network: TTSL has very vast Distribution Network in all over India. TTSL sets result oriented Indirect Channel Partners in every region of India.

4. Technology Base: TTSL use CDMA technology, which is latest technology in Telecommunication. There is only one other player used this technology. CDMA technology gives better voice quality, broader
39

coverage, high security, Reduce power requirement to maintain link.

5. Integrity: They conduct their business family, with honesty and transparency. Everything they do must stand the test of public.

6. Understanding: They are caring, show respect compassion and humanity for their colleagues and customer around the world and always wok for the benefit of India.

7. Excellence: They constantly strive to achieve the highest possible standards in our day-to-day work in the quality of goods and services they provide.

8. Unity: They work cohesively with their colleagues across the group and with their customers and partners around the world, buildings strong relationship based on tolerance, understanding and mutual co-operation.

9. Responsibility:

40

They continue to be responsible, sensitive to the countries, communities and environment in which they work. Always ensuring that what comes from the people goes back to the people many times over.

WEAKNESS: 1. OFC network: TTSL sets up a 3175 kms Optical Fiber Cable network, which is very less with compare to its main rival Relience Infocom. Relience Infocom set 80000 kms Optical Fiber network all over India.

2. Late Entrance: TTSL entered in the market after the Relience. Relience has covered most of the market of CDMA so TTSL has loss the advantage of early entrance in the market.

3. Cloning in CDMA: Cloning in CDMA mobile is a serious problem with the CDMA technology in India compare to GSM. India is not able to overcome the problem in CDMA Cloning. So it could hurt the business of TTSL.

OPPORTUNITY: Lot of new entrants, in the Telecom business, is bringing investment opportunities.
41

 Economic liberalization is bringing a significant amount of progress. Bundling of services has lot of potential in todays market. Privatization of services in telecom sector has led to keen competition, as a result of which prices are reduced and more business opportunities are created. Increased availability of bandwidth has opened doors to new schemes making efficient usage, providing value added services and generating profits. For cellular operators providing long distance is lucrative business opportunity and they can also concentrate on providing many value added services. Fast and furious technological developments in the telecom hardware and software sectors have made it possible for the Company to provide superior grade and variety of services to its subscribers in a spectrum-efficient and cost-efficient manner. The Company would continue to focus on provision of fixed wireless and mobile telecom services. The year has also witnessed the introduction of value added services, which are a product of the newer technologies being introduced in the country. The Company proposes to launch exciting new services and features on its network in the near future, as a part of its endeavor to achieve Customer Delight.
42

THREATS Regulatory and tariff changes especially in the cellular operations are constant threats. Economic protectionism and continuous political changes plays against everybodys favor and affect the intentions of players even like Reliance, TATAs etc. Indian businesses take time or cant survive due to the constantly changing technology and fast-paced nature of telecom business.

43

 OBJECTIVES OF THE STUDY:

44

To find out the factors that affects the

retailers

purchasing behavior as far as brand in concerned. To find out the most preferable network service.

To find out the type of service preferable by the retailers.

To find out the effective sources of information.

To know the retailers opinion about TTSL. To know the reasons for not selling TTSL products .

TTSL at retail sector

45

Tata Teleservices Limited (TTSL) has registered its name in Limca Book of records as the first telecom operator in India to inaugurate 100 True Value Shoppes (TVS) across the nation on a single day. The exercise was a part of the massive expansion drive and brand strengthening of the CDMA major. The company has rolled out 1,000 retail outlets in the past 180 days and is planning to add 1,000 more stores in the near one year. The company has also re-branded the stores as Tata Indicom Exclusive Stores. They were earlier known through two separate formatsa True Value Hubs and True Value Shoppes. It is a part of brand building and expansion drive. They are continuously working on this front and looking for some more tieups in future. Most towns with a population of 50,000 and above within the 20 circle of TTSLs operation would have the presence of such outlets. The Branded Retail Business Unit looks after the retail chain of the Tata Indicom Exclusive stores. Branded retail has a national presence with over 3100 outlets comprising of 600 TTSL (Company) owned stores and more than 2500 stores in the Franchisee format. Branded Retail outlets have become the touch points for its customers in more than top 1000 towns in India. These outlets are designed to ensure similar experience across both company-owned outlets as well as franchised outlets.

46

This network of outlets is the largest branded retail presence amongst all telecom operators in the country and in fact, makes Tata Indicom the largest retailer in India in terms of number of stores under one brand name.

47

48

 RESEARCH DESIGN Research design is patent and blue print of your plan of action. Research is plan, structure and strategies of

49

investigation; so as to obtain retailers answer to research question and to control variance. PLAN: Outline of research scheme on which research is to work. STRUCTURE: Structure is more specific outline of the scheme. STRATEGIES: It includes, Scope Goal & Objective Competitive advantage for sustainable development Strategy Strategy shows how the research should be carried out, specifying the method should be carried out, specifying the method should be used in collection and analyzing of data.

I have used following research method for marketing research. Conclusive Research Descriptive Research Cross-Sectional Research Multiple Cross-Sectional Research

In this research, I have used conclusive Research Design to know behavior of retailers towards TTSL
50

 SOURCES AND TYPES OF DATAS The data collection for the project is of two types 1. Primary Data 2. Secondary Data 1.Primary Data: Primary data can be collected through five ways observation, focus group, survey, behavioral data and experiments. From these five methods I have collected primary data by using survey method. In survey method I have conducted personal interview of retailers and fill up the questionnaires. Primary data help the researcher as well as company to know about the real picture of the market. Its objective base data means its collect for particular of fix objective or task. The researcher himself to study particular problem or objective of research and collect the data.

2.Secondary Data: Secondary data are data which were collected for another purpose and already exist somewhere. Researcher usually starts their investigation by examining secondary data to see whether the problem can be partly or fully solved without collecting costly
51

primary data. I have collected secondary data from Internet, Government Publications and also from Newspapers.

FIELDWORK The project work limited to the Ahmedabad region only. I took 3 weeks for field work.During the fieldwork, I have taken personal interview in afternoon time and evening time because retailers were giving good response at this time which was found out by my pilot survey.

SAMPLING PLAN

Sample plan play an important role in research when time is limited. Sampling plan help to collect as much as accurate data from the market by the help of research when time is limited. Sampling plan made up of three points: A. Sampling Units B. Sampling Size C. Sampling design A. Sampling Unit

52

For marketing research it must require to define sampling unit, sampling unit means target population. For my project, my sampling unit is all existing retailers of TTSL in Ahmedabad city. B. Sampling Size The sample size taken for the research is 50 retailers. These 50 units collected as per convenience out of the whole population of retailers. C. Sampling Design It is convenience slice of a population, which is commonly referred to as a sample. It is obtained by selecting convenient. I have taken convenience sampling technique.

53

54

Whenever there is a matter of service, the first thing that should be taken care of is satisfaction level, and we have also measured that in our survey. Lets look at the chart showing the satisfaction level of the retailers with the services provided by their representative:

TOPICS INTERESTED BY RETAILERS

From the above chart we can say that 27% retailers are more interested in advertising given by company as their effectiveness is concerned with respect to sales. 15% retailers are satisfied and eagerly interested in incentive programs organized by TTSL. 23% of the retailers have said that their customers are satisfied with the services given by company. 9% of them are more interested in electronic order systems as it gives them better services and easiness to place the order and sequence
55

wise its delivery to them. Very few are interested in category management by TTSL of its different products according to their requirement. Some retailers are also involved in selling of TTSL products due to effective promotions sales scheme organized by TTSL with the help of retailers such exchange offer fair etc.

PERFORMANCE OF COMPANY REPRESENTATIVE

From the above chart we can see that 35% of retailers have said those company service representatives are friendly while 33% of the retailers have said that they are responsive enough to any query, which shows that the company is having excellent workforce with respect to the promptness and responsive. Only 9% have said that they are showing professionalism. And remaining 9% have responded that they are courtesy enough as far as work is concerned. So it can be said that the service representative is good enough to give muster role to the company by providing better services.

MOST POPULAR SERVICES

56

There are large numbers of players in the market. Retailers are giving preference towards particular brand from past experience and others experience.

As per the study I have found that Vodafone is the most popular service nowadays. The response of retailers towards most popular service: There is 32% response for Vodafone. There is 26% response for TATA. There is 27% response for Airtel There is 9% response for Reliance. There is 6% response for others

PROMPT SERVICES BY TTSL

In survey, it is found that 64% of retailers of tata are satisfied with the prompt services of the company while only 36% of retailers of TTSL have said that they are strongly dissatisfied with the

57

services of TTSL is just because of their not promptness and more complains by customers.

OVERALL PERFORMANCE OF TTSL

Above chart shows that 40% of the retailers surveyed are satisfied with services provided by TTSL. 25% of retailers have given that they are not satisfied with TTSL, and 16% of the others have said they are neither satisfied nor dissatisfied by services given by TTSL and other brand of services. The reasons behind dissatisfaction among 25% of retailers are discussed below. The representative of the company is not giving attention to their retailers as far as the timely delivery of products is concerned. Due to this the customers shifted to other retailers and the person has to make loss of that potential sales. Some have said that the retailers have to face the rejection of phone calls due to sales representatives problem which leads to the late placing of orders and ultimately late receiving of products. The remaining have said that the sales representative of the company is not providing proper services to them.

RETAILERS SATISFIED WITH TTSL

58

In the survey, the result shows that 33% of retailers are dissatisfied while working with TTSL and 67% of the retailers are satisfied while working with TTSL. The reason behind dissatisfaction among 33% or retailers of TTSL are mentioned that other service providers give better services.

59

 LIMITATIONS:
The study is restricted to some area of Ahmedabad city. Lack of time constraints a large number of respondents could not be covered for the study.

60

61

62

 RESULTS AND FINDINGS

As per the survey I have found that Good services and Low charges are the most influencing factor for the retailers. The attractive schemes is also playing very important role for the retailers to go for particular brand. For the cellular industry the factors like Advertising, Brand Name and Past experience are low as compared to the other factors but they are also important.

I have found that there is 32% respondents say TATA is most famous in the market, there is 26% respondents say TATA is less famous, there is 27% respondents say for loyalties toward TATA, there is 9% response for not famous, there is 6% response for others.

From the study, 40% of the retailers surveyed are satisfied with services provided by TTSL. 25% of retailers have given that they are not satisfied with TTSL, and 16% of the others have said they are neither satisfied nor dissatisfied by services given by TTSL and other brand of services.

63

It was found that 27% retailers are more interested in advertising given by company as their effectiveness is concerned with respect to sales. 15% retailers are satisfied and eagerly interested in incentive programs organized by TTSL. 23% of the retailers have said that their customers are satisfied with the services given by company. 9% of them are more interested in electronic order systems as it gives them better services and easiness to place the order and sequence wise its delivery to them. Very few are interested in category management by TTSL of its different products according to their requirement.

In survey, it is found that 64% of retailers of tata are satisfied with the prompt services of the company while only 36% of retailers of TTSL have said that they are strongly dissatisfied with the services of TTSL is just because of their not promptness and more complains by customers. In the survey, the result shows that 33% of retailers are dissatisfied while working with TTSL and 67% of the retailers are satisfied while working with TTSL. The reason behind dissatisfaction among 33% or retailers of TTSL is mentioned that other service providers give better services.

64

65

From the survey undertaken with respect to the satisfaction level of the retail vendors of TTSL, it can be concluded that the retailers who are the customers of the company for last five years are more satisfied with the company, the reason behind this is, the relationship with the company service and sales representative and their promptness to serve their loyal retailers. The retailers who are dissatisfied with the company is due to the irresponsiveness of the representative, late and poor placing handling of orders by some employees of the company, and late delivery of placed orders of retailers. Some retailers are dissatisfied due to they thought that other telecom companys representative give them better services as compare to the representative of TTSL. Companies have evolved from being strictly internally focused with adversarial supplier relationship and only a passive
66

regard for customers to what we commonly see today-a significant effort placed on building long-term, mutually beneficial relationships with suppliers and customers; the sharing of ideas, plans and information internally and externally; and listening to customers and end users with the goal of continually satisfying their needs. When done correctly, supply chain becomes formidable competitive entities, customers get what they want continue to return, and all of the companies along the supply chain benefit. While all firms are part of a chain of organizations bringing products services to customers, certainly not all supply chains are managed in an truly integrated or coordinated fashion. Firms continue to operate independently in many industries. It is often easy for managers to be focused solely on their immediate customers and their internal daily operations.

67

Suggestions
According to the research study and analysis r, the following are the best recommendations for TTSL: 1. All the retail vendors should be treated like company employees and not as business associates in contract. The job of selling and retailing is very vibrant and it needs a lot
68

of motivation. Hence, the company should maintain their HR practices of motivation, grievance handling etc with the vendors in the same way that they do for their employees. The discussion of the analysis findings or report should not be the only purpose of contact and meeting with the vendors. There should be periodic meetings to hear out the vendors views and their report of the retail operations. This will keep updated and informed of the happenings at the retail end and help them take corrective measures or retail improvement measures if needed. 3. There should be a periodic training session based on retailing, held for the vendors. Retailing is a deep subject directly related to sales. There are many factors of retailing that directly affect the sales. A vendor must have the knowledge of these factors and should be educated on this front. There is no specific qualification required to be a retail vendor and business is purely contractual, efforts must be made to ensure that the vendors are educated with a few essential subjects of retailing.

2.

69

70

 BOOKS FOR REFERENCE:Marketing Management by Philip kotler Marketing Research by David J. Luck & Ronald S. Rubin Research Methodology by Kothari

WEBSITES:www.tatateleservices.co.in www.tatagroup.com SEARCH-ENGINES:Google Yahoo!!!

Questionnaire
71

Questionnaire of Feedback survey of existing retailers of TTSL

Name: _____________________________________________________________ Address:__________________________________________________________ __________________________________________________________________ __________________________________________________________________ ____ Contacts: ___________________________________________________________

Which brand of products you sell of TTSL? (a) Tata Indicom (b) Tata Photon (c) Tata Walky (d) Virgin mobile (e) Tata Docomo (f) All of these Approximately what percentage of your total monthly (product) purchases goes to (company)? :____________% What is your average revenue monthly with respect to TTSL? (a) 0-5000 (b) 5000-10000 (c) 10000-15000 (d)>15000

72

Are you satisfied with service charges taken by TTSL? (a) Yes (b) No

What method do you usually use to place your orders? (a)With a customer service report (b)With sales report (c)On-line computer order system Which of the following topics would interest you in TTSL? Chose all that apply: Advertising Concepts Customer Service Category Management Effective Promotions Electronic Order Systems Incentive Programs Please rate the performance of your company Service Representative: Ability to solve problems Responsiveness Professionalism

73

Courtesy Friendliness Presentation of new products and packages Are you served promptly by company representative? (a) Yes (b) No Please rate the service performance of TTSL Excellent Good Fair Not satisfied Are you satisfied with services provided by TTSL? (a) Yes (b) No

Remarks & Suggestion (If Any) : __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ ___

74

75