COMPANY PROFILE

The company was incorporated as Birla Communications Limited on March 14, 1995 and commenced business on August 11, 1995. Registered office was in Mumbai, Maharashtra. The company name was changed to Birla AT&T Communications Limited on May 30, 1996 following the execution of a joint venture agreement dated December 5, 1995 between AT&T Corporation and Grasim Industries Limited. Changed name to Idea Cellular Limited and launched "Idea" brand name in 2002. Idea became a pan-India operator in 2009 Subscriber base as on December 31, 2009: 57,611,872

Companys Vision: To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space. Companys Mission : We will delight our customers while meeting their individual communication needs time anywhere. We survive because of our customers.

TIER 1- Metropolitan Circle

Customer Segmentation Description
Products Services pre-paid and post-paid mobile services GPRS, voice and SMS based entertainment services, callforwarding, call conferencing, regional, on-net, national and international roaming, GSM gateways, vehicle tracking; and Automatic Meter Reading Direct Outlets Ericsson, Nokia, Siemens 6 SIGMA, Net Setter Data Cards & Blackberry Solution, largest customer base, NLD License, market leader in the Maharashtra, Strong distribution channels

Channels Complementors Unique Competencies

TIER 2- Urban Circle

Customer Segmentation
Products Services

Description
pre-paid and post-paid mobile services GPRS enabled information services like internet browsing, data cards and mobile email, call-forwarding, Ring Back Tones, background Music, voice and SMS chat, ringtones, horoscopes, expert advise and subscription services; Both Direct & Indirect Ericsson, Nokia, Siemens 6 SIGMA, High quality network structure, Centralization of several applications.

Channels
Complementors Unique Competencies

TIER 3 Rural Circle

Customer Segmentation Description

Products
Services Channels

pre-paid and post-paid mobile services

Krishi Voucher, NOKIA Life Tools, Providing health care services Indirect

Complementors
Unique Competencies

Ericsson, Nokia, Siemens

usage of solar power for Base Transceiver Station (BTS), frequency optimization techniques

VALUE PROPOSITION
Value Proposition Element
Experiences

Description
A national brand with high quality network structure, strong distribution channel and large expanding customer base. Highly educated, experienced, and skilled employees distributed network architecture for our base station controllers (BSC) Highly experienced and well-positioned GSM Intelligent Network system from Ericsson and Nokia Standardization and centralization of several software system emphasis on employee development evaluate our employees engagement levels Embracing the values like integrity, commitment, passion, seamlessness and speed Network coverage and focused customer service. Improved customer care services

Value Delivery Systems

Value Appropriation

Value gained by customers: - New and unique services, better network coverage, GPRS enabled entertainment and information services. Value gained by IDEA Cellular: -Market leader in the Maharashtra and Uttar Pradesh (West), Continuously increasing subscriber base, increased promoter group Value gained by both: Good customer base due to quality services provided by the company.

CUSTOMER SCOPE: Existing Customer Scope

Metropolitan Circle Urban Circle Rural Circle

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New Customer Scope Orissa North East West Bengal Jammu & Kashmir

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CHANNEL SCOPE
Existing Channel scope
Direct Joint Ventures Subsidiaries

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New Channel Scope

Indus Towers Limited (Indus) Vodafone Essar group

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SERVICE SCOPE
Existing Service scope
GPRS enabled entertainment services GPRS enabled information services Ring Back Tones, background Music, voice and SMS chat, ringtones, horoscopes, expert advise and subscription services call-forwarding, call conferencing, voice mail, regional, on-net, national and international roaming

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New Service scope

usage of solar power for Base Transceiver Station (BTS), Fixed Cellular Terminal for corporate needs, Online Service Control Centralized Enterprise Resource Planning using Oracle Financials, interconnect billing using customized software, a call management system and a fraud management system.

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PROMOTIONAL STRATEGIES

2 Minutes Outgoing Free, Lifelong offer, Women's Card, 'Lifetime Idea' etc are some of the offerings of IDEA. IDEA is the firstcellular company to launch music messaging with 'Cellular Jockey','Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a complete suite of Mobile Email Services. They are also providing GPRS and EDGE services for transferring data. The new product introduced by IDEA is the EDGE enabled USB Data Card which is named as 'NetSetter'. Initially NetSetter was offered to post paid customers only but now available to prepaid customers in selected circles. Ideas patnership with IIFA awards Associated with IPL MTV roadies and Idea Star Singer Various campaigns showing Abhishek Bachchan in different settings showing corporate social responsibility.

PARTNERS/COMPLEMENTORS
Aditya Birla Nuvo Limited Grasim Industries Limited Hindalco Industries Limited Birla TMT Holdings Private Limited.

COMPETITORS
BSNL/MTNL Bharti Airtel Reliance Communications Tata Telecom Aircel Vodafone Stel Uninor

MERGERS AND ACQUISITIONS

In February 2001, acquired RPG Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full integration of this Circle with ours achieved by June 2001 Subsequently, in January 2000, merged with Tata Cellular Limited, the mobile operator in the Andhra Pradesh Circle, and integrated its operations by January 2001. Acquired the license for the Delhi Circle during the fourth mobile license auction in October 2001, with network rollout and commercial launch by November 2002.

CHALLENGES
Maintain Consumer satisfaction level. Maintain the quality of the service which they are providing. New launches and projects in CDMA, 3 G and WiMax Expansion of telecom networks and improving connectivity, specially in rural areas. To increase the market share. Maintain the low cost structure. Postpaid prices. Updating the technology. It faces competition from Government-owned companies such as BSNL and MTNL. It may face additional competition from alternative or new mobile technologies.