MBA PROJECT REPORT

RATIONALE FOR STUDY

3G SERVICES ROLLED OUT IN NOV 2009 BY BSNL IN CHENNAI
THIS STUDY WAS DONE TO ASCERTAIN AWARENESS & PERCEPTION OF 3G AMONG MOBLE USERS IN CHENNAI

3G SERVICES AWARENESS & PERCEPTION

PRIMARY OBJECTIVE
EXPLORE AWARENESS OF 3G ASSESS EFFECTIVENESS OF PROMOTION

MEASURES OF 3 G
IDENTIFY USAGE PATTERN OF 3G

OBJECTIVES SECONDARY
INDUCE THE THOUGHT PROCESS OF MOBILE

USERS ON DISTINCT FEATURES OF 3G. INDICATE PROBALBE USAGE OF 3G ENABLED PHONE & DATA CARD. IDENTIFY IMPEDIMENTS FACED BY 2G CUSTOMERS TO 3G. UNDERSTAND PERCEPTION OF PEOPLE ON BSNL AND ITS 3G SERVICES.

RESEARCH PLAN
1.POPULATION SURVEY USING QUESTIONNAIRE THROUGH DIRECT CONTACT THROUGH E-MAIL USING SURVEY SOFTWARE QUESTIONPRO.COM 2.SAMPLE SIZE: 200 3.DURATION: FEB 2010 & MARCH 2010 4.AREA SURVEYED: CHENNAI REGION 5. SURVEY COMPLIMENT: THE DIRECT RESPONDENTS WERE GIVEN A PEN WITH INSCRIPTION OF TWO MAIN FEATURES OF BSNLS 3G SERVICE AS AN INSENTIVE FOR PARTICIPATION. 6.INSENTIVE WILL AID IN POSITIONING THE BRAND .

ABOUT QUESTIONPRO.COM
WEB BASED SOFTWARE FOR CREATING AND

DISTRIBUTING SURVEYS.
CONSISTS OF TOOLS FOR
CREATING SURVEY DISTRIBUTING SURVEY VIA EMAIL OR WEBSITE ANALYZING AND VIEWING RESULTS.

RESULTS ARE AVAILABLE IN REAL TIME.

AGE PROFILE OF RESPONDENTS

Series1, Less Series1, 46Series1, - 45 yrs than 20 yrs,more than 55 yrs Less than 20 yrs 20 - 35 yrs 36 46-55 yrs 13, 7% 55 yrs, 18, more than 55 yrs, 8, 4% Series1, 36 10% - 45 yrs, 37, 20%

Series1, 20 35 yrs, 108, 59%

OCCUPATION OF RESPONDENTS
SERIES1, HOME MAKER, 6, 3% SERIES1, OTHER, 4, 2% SERIES1, STUDENT, 25, 14%

SERIES1, SERVICE, 47, 26%

SERIES1, PROFESSIONAL, 87, 47% SERIES1, BUSINESS, 15, 8%

MOBILE EXPENDITURE

NO OF RESPONDENTS

Series1 Series2

Less than Rs.100/18 9.84%

Rs.101 to 250/37 20.22%

Rs.251 to 500/63 34.43%

Rs.501 to 1000/- Rs.1001 to 2000 36 19.67% 17 9.29%

More than Rs.2000/12 6.56%

NON VOICE FEATURES CURRENTLY USED BY RESPONDENTS

Series1, Listening music/games, 21.06%

Series1, FM radio, 23.61%

Series1, Voice mail, 2.31%

Series1, EMails/internet access, 9.03%

Series1, Downloading Ring tones, 7.18%

Series1, SMS, 36.81%

Series1, 5. Do RESPONDENTS ANSWER ON WHETHER THEY KNOW you know about ABOUT 3 G SERVICES 3G mobile services, 0, 0% Series1, No, 36, 20%

Series1, Yes, 147, 80%

Series1, Through MEDIUM THROUGH WHICH THEY GAINED AWARENESS Print media Through Print media (Newspaper/Mag Series1, Through (Newspaper/Magazine) azine), 29% Electronic media Series1, Through Series1, Through (Radio/Television) Through Store Displays/ BSNL Store Displays/ Verbal Customer care centre/Franchisee/ , 20% BSNL Customer (Friends/Family), Reseller care Series1, Through 15% Series1, Through Through Internet Website centre/Franchisee Website, Internet Pamphlets of Series1, Through / Reseller, 9% 9% ad. SMS, 9% BSNL, 8% Series1, Through toll free number, Verbal (Friends/Family) Through 1%

MEDIUM TYPE

Through Pamphlets of BSNL

Through toll free number

Through ad. SMS

DOES 3G ADVERTISMENTS PROJECT FEATURES CONTAINED?

Series1, No, 54, 34%

Series1, 8.In your perception, do BSNL 3G advertisements correctly represent the features contained in 3 G ?, 0, 0%

Series1, Yes, 107, 66%

Yes No

Video Calling

Full Track Music Series1, Dont Know,Download Video Conferencing 1.60%

AWARENESS OF FEATURES AVAILABLE IN 3 G SERVICES

Online Gaming

Mobile Broadband

Mobile TV

Fastest video Download

Dont Know

Series1, Online Gaming, 9.79% Series1, Video Conferencing, 14.41% Series1, Full Track Music Download, 6.23% Series1, Fastest video Download, 9.61% Series1, Mobile TV, 15.48% Series1, Mobile Broadband, 18.86% Series1, Video Calling, 24.02%

AWARENESS OF 3 G DATA CARD SERVICE BY BSNL

Series1, No, 73, 47%

Series1, Yes, 82, 53%

Series1, 10. Do you know BSNL

PRICING AWARENESS
Know already Know about a few rates only Knowing from survey questionnaire info only

Series1, Knowing from survey questionnair e info only, 97, 59%

Series1, Know already, 20, 12% Series1, Know about a few rates only, 47, 29%

PERCEPTION ON THE PRICE OF 3 G HANDSET

Rs.3000-5000 Rs.5001-7500 Rs.7501-10000 Rs.10001-15000 Rs.15001-20000 Above Rs.20000 No idea

PREFERED USAGE FEATURE IN THE 3G PHONE

Series1, Video Calling, 29.55% Series1, Mobile broadband, 26.91%

Series1, Mobile TV, 15.83%

Series1, Video Conferencing, 15.30%

Series1, Online Gaming, 4.75%

Series1, Full track Music Downloads, 7.65%

PROBABLE USAGE
Series1, Cant Entertainment judge/decide right now, 27, Series1, Early 17% adoption to technology, 15, Series1, 9% Improved social status, 12, 7% Series1, Entertainment, 25, 15%
Profession/Job/Business Personal ease Improved social status

Series1, Profession/Job/ Business, 49, 30%

Series1, Personal ease, 35, 22%

IMPEDIMENT FOR SWITCH OVER TO 3 G SERVICE

Series1, Cost of 3G Handset, 31%

Series1, Not willing to change mobile number, Series1, Mobile Series1, Cant Series1, Seeking Series1, 27% Series1, Under phone recently change(no.provide plan with more Service CUG acquired, 14% Contended with d by employer), operator, 7% providers, 8% 2G, 7% other 5%

MOTIVATORS FOR MIGRATING TO 3 G Series1, SERVICE

Series1, Reduced mobile TV charges, 26, 9% Series1, SMS booster, 19, 7%

Bundling of 3G handset & SIM Bundling of 3G handset & SIM CARD, 57, 21%
CARD Reduced video call charges between CUG

Series1, Reduced cost of 3G handset, 61, 22%

Unlimited data download during Night/Holidays

Reduced cost of 3G handset

Reduced mobile TV charges

Series1, Unlimited data download during Night/Holidays, 60, 22%

Series1, Reduced video call SMS booster charges between CUG, 51, 19%

RESPONDENT'S INCLINATION TO SWITCH OVER TO 3 G

Series1, In near Future, 72%

Series1, Right now, 9%

Series1, No, 19%

AGE GROUP VS OCCUPATION CHART

Student Professional Business Service Home maker

Other

SPECIAL ANALYSIS ON FOCUS GROUP HAVING FOLLOWING OCCUPATIONS

PROFESSIONAL

BUSINESS

SERVICE

MONTHLY MOBILE EXPENDITURE VS OCCUPATION

Professional

Business

Service

CURRENT USAGE OF NON VOICE APPLICATIONS BY SELECT GROUP

NO OF RESPONDENTS

Service Business Professional

Yes, Professional, 82%

Yes, Business, ANSWER FOR WHETHER SELECT GROUP KNOW ABOUT 3 G SERVICE Yes No

93%

Yes, Service, 85%

No, Professional, 18%

No, Service, 15%

No, Business, 7%

AWARENESS ABOUT WHETHER BSNL IS THE ONLY OPERATOR PROVIDING 3 G SERVICE

Service

Business

Professional

Service, Not Sure, 14.29%

Business, Not Sure, 53.33% Professional, Not Sure, 21.69%

Service, No, 2%
Business, No, 0% Professional, No, 11%

Service, Yes, 83%

Business, Yes, 47% Professional, Yes, 67%

MODE OF GAINING AWARENESS ABOUT 3G

Professional Business Service

Yes No WHETHER 3G ADVERTISEMENTS OF THE BSNL CORRECTLY PROJECT THE FEATURES CONTAINED IN IT Yes, Business, 73%
Yes, Professional, 67% Yes, Service, 67%

No, Professional, 33%

No, Service, 33%

No, Business, 27%

PERCEPTION ON FEATURES CONTAINED IN 3 G

Professional

Business

Service

FEATURE THAT WILL BE USED ON AVAILING 3 G

Professional

Business

Service

3 G SERVICES-PRICING AWARENESS OF SELECT GROUP

Professional
Business

Service

PERCEPTION ON PRICE OF HANDSET

Professional Business Service

IMPEDIMENTS FOR MIGRATING TO 3G SERVICES OF BSNL

Professional

Business

Service

MOTIVATORS FOR AVAILING 3G SERVICES OF BSNL

Professional

Business

Service

MIGRATION TO In G Future, Professional Business Service, 3 near Service

84%

Professional, In near Future, 71%

Business, In near Future, 60%

Business, Right now, 20% Professional, Right now, 12% Service, Right now, 5%

Business, No, 20% Professional, No, 18% Service, No, 12%

FINDINGS
80% OF THE POPULATION ARE AWARE OF 3 G SERVICES. PRINT MEDIA & ELECTRONIC MEDIA HAS BEEN THE MAJOR SOURCE OF INFORMATION. (REGULAR NEWS FEEDS ON 3G SPECTRUM

AUCTION HAS ALSO BEEN A CONTRIBUTING FACTOR FOR AWARENESS OF 3 G SERVICES). BSNL TOLL FREE NUMBER DOES NOT FIND ITS PLACE AS SOURCE OF AVAILING INFO ON 3G SERVICES.

FINDINGS
20-35 AGE GROUP COMPRISING OF

PROFESSIONALS, SERVICE, BUSINESS CLASS ARE MOSTLY AWARE OF 3 G SERVICE AND EVINCE KEEN INTEREST IN MIGRATION SMS, LISTENING TO MUSIC AND FM RADIO ARE THE MOSTLY USED FEATURES IN CURRENT MOBILE PHONES. ABOUT 1/3RD OF THE POPULATION PERCEIVE THAT BSNL ADS ON 3G DOES NOT PROJECT ITS FEATURES

FINDINGS
MOST PERCEIVE THAT VIDEO CALLING AND THE MOBILE BROAD BAND ARE THE POPULAR

FEATURES IN THE 3 G SERVICES ALMOST 50% OF THE MOBILE USERS HAVE NO KNOWLEDGE OF THE BSNL DATA CARD

FINDINGS
ALMOST 60% OF THE MOBILE USERS SAY THAT

THEY COULD KNOW ABOUT PRICING OF BSNLS 3 G SERVICES THROUGH QUESTIONNAIRE ONLY. 30% PERCEIVE THE COST OF HANDSET BETWEEN RS.7501-RS.10,000 25 % PERCEIVE THAT IT IS BETWEEN RS.5001-7500 THUS MANY WILL PREFER TO MIGRATE TO 3G WHEN MORE 3G MOBILE HANDSET IS MADE AVAILABLE IN THE ABOVE PRICE

FINDINGS
VIDEO CALLING, MOBILE BROADBAND AND

VIDEO CONFERENCING WILL BE THE FEATURES THAT MANY MOBILE USERS PREFER TO USE WHEN THEY MIGRATE TO 3G SERVICES

FINDINGS
30% SAY THEY WILL USE THE 3G FEATURES FOR PROFESSION/BUSINESS,

22% SAY THEY WILL USE IT FOR PERSONAL EASE.

COST OF 3G HANDSET AND UNWILLINGNESS

TO CHANGE THE MOBILE NUMBER ARE THE MAJOR IMPEDIMENTS TO CHANGEOVER TO BSNL 3 G SERVICES

FINDINGS
REDUCED COST OF 3G HANDSETS, BUNDLING

OFFERS, UNLIMITED DATA DOWNLOAD IN NIGHTS/HOLIDAYS ARE THE MAJOR MOTIVATORS FOR AVAILING 3G SERVICES
ALMOST THE OF THE MOBILE USERS ARE

INCLINED TO SWITCH OVER TO 3G IN THE NEAR FUTURE

PERCEPTION OF MOB USERS 3 G ADS OF BSNL

ADS LACK CLARITY LACK OF CONNECT BETWEEN 3 G AND IT IS RELATION TO BSNL MOBILE SERVICES. FEATURES/FACILITIES/UTILISATION/PRICING OF 3G SERVICES ARE TO BE PROJECTED TO CUSTOMERS. FM RADIO AD NEEDS FINETUNING AND ATTRACTIVES. DOES NOT PROJECT HOW IT IS MORE POWERFUL THAN 2G. ADVERTISEMENT LACK ATTRACTIVENESS/NO LOCAL CELEBRITIES FEATURE IN ADS/NO LOCAL LANGUAGE USED

PERCEPTION ON 3G AND BSNL

INITIATIVE BY BSNL AND ONLY VIEW THAT BSNL HAS TO SPRUCE UP ITS ADVERTISEMENT TO CATCH THE MARKET. MOBILE USERS REPOSE FAITH THAT BILLING WILL BE ACCURATE IN BSNL. MANY STATE THAT THE BSNL HAS TO SOLVE THE NETWORK PROBLEM AS THEY FACE CALL DROPPING, NO VOICE AND WEAK SIGNAL STRENGTH PARTICULARLY AT HOME.
GENERALLY PERCEIVE THAT IT IS A GOOD

PERCEPTION ON 3G AND BSNL

CUSTOMER CARE/ SERVICE AND HENCE SUGGESTED FOR IMPROVEMENT. SOME SUGGEST THAT THE EMPLOYEES OF BSNL HAVE TO BE MADE AWARE OF THE 3 G SERVICES OF BSNL. ONE SUGGESTION IS THAT BSNL HAS TO GO TO THE DOOR STEP OF THE CUSTOMER AND MAKE HIM AWARE OF THE 3G SERVICE.
MANY PERCEIVE NEGATIVELY ON THE

PERCEPTION ON 3G AND BSNL

AS A WHOLE THERE IS A GREAT PERCEPTION ON BSNL AS A BRAND AND

EXPECT BSNL TO SOLVE THE PROBLEMS

OF NETWORK AND CUSTOMER CARE

RECOMMENDATIONS & SUGGESTIONS

BEING A NEW SERVICE PRODUCT ADS HAVE TO

PROJECT THE PRODUCT FEATURES /VALUE DRIVEN FROM THE PRODUCT. AN ILLUSTRATION IS SHOWN NEXT.

VIDEO CALLING FULL TRACK MUSIC DOWNLOAD

MOBILE TV

ONLINE GAMING

BSNL 3G

MOBILE BROADBAND

VIDEO STREAMING
HIGH QUALITY VOICE

VIDEO CONFEREN CING

RECOMMENDATIONS & SUGGESTIONS

THE 3G TAGLINES FASTER THAN YOUR

THOUGHT& A GENERATION AHEAD, HAS MADE A GREAT BRAND RECALL.

TO MAKE CLARITY THAT IT IS RELATED TO

MOBILE SERVICE A MOBILE PHONE NEEDS TO BE SHOWN IN BACK GROUND.

BSNL MAY CASH IN ON THIS PUBLICITY OF

THIS BRAND RECALL BY RELATING THESE TO THE FEATURES OF THE 3G.

AN ILLUSTRATION IS SHOWN IN NEXT SLIDE.

Video Call

Video Conference

Video Stream

Call free:1800 180 1503

Be A generation Ahead
Call free:1800 180 1503

RECOMMENDATIONS AND SUGGESTIONS

VIDEO CALLING, VIDEO CONFERENCING AND MOBILE BROADBAND CONSIDERED TO BE THE FAVOURITE NEEDS DOMINANT PROPAGATION IN PUBLICITY AND ADS.
BEING A NEW PRODUCT, THE FEATURES CONTAINED IN THE 3G SERVICE MAY BE PROPAGATED IN THE 3 G ADS, WITH CATCHY CAPTIONS. AN ILLUSTRATION IS INDICATED BELOW.

VIDEO CALLING

FULL TRACK MUSIC DOWNLOAD

(Don't talk see me and talk) MOBILE TV (Watch in open air)

(Why settle for less)

ONLINE GAMING (Play direct)

BSNL 3G

MOBILE BROAD BAND (UPT0 14 Mbps)

VIDEO STREAMING (Dont store, just shoot and send) HIGH QUALITY VOICE (Crystal Clear)

Video Conferencing ( any place any time)

RECOMMENDATIONS AND SUGGESTIONS

THE PRICING FEATURES HAVE NOT GONE DOWN TO THE PROBABLE CUSTOMERS. SO PRICING SCHEME HAS TO BE PROPAGATED/ ADVERTISED.
THE HANDSET MODELS IN BSNL PAMPHLETS

REQUIRE UPDATION. SINCE THE FRONT CAMERA AND SPEED OF THE INTERNET ARE THE MAJOR SELECTION FEATURES OF THE HANDSET, THE CUSTOMERS SHALL HAVE TO BE EDUCATED IN THIS ASPECT

3G HANDSETS-NOKIA
Model. Video Calling Broadband Speed 384 Kbps Price as in Mar 2010 Rs.4000/-

2730

Not possible

5230

Possible

3.4 Mbps

Rs.8100/-

E63

Possible

384 Kbps

Rs.9500/-

N70M

Possible

384 Kbps

Rs.9500/-

6700C

Possible

10 Mbps

Rs.12500/-

3G HANDSETS-SONY ERICSON
Model. Video Calling Broadband Speed Price as in Mar 2010

Naite T715

Possible Possible

3.4 Mbps 3.4 Mbps

Rs.6600/Rs.9200/-

Jalou
W595

Possible
Possible

3.4 Mbps Rs.11000/3.4 Mbps Rs.9800/-

W705

Possible

7.2 Mbps Rs.11800/-

3G HANDSETS-SAMSUNG
Model. Video Calling

Broadband Speed

Price as in Mar 2010

STAR 3G

Possible

3.4 Mbps

Rs.9400/-

I450

Possible

3.4 Mbps

Rs.11800/-

RECOMMENDATIONS AND SUGGESTIONS

SHOWROOMS SELLING 3G MOBILE PHONES ARE TO BE EQUIPPED WITH 3G DEMO SIM CARDS.
IF THE 3G PROMOTIONAL SIM COULD BE MADE AVAILABLE WITH THE MOBILE MODELS COMPATIBLE TO 3G, THEN THE CUSTOMERS MAY HAVE A CHANCE TO EXPERIENCE THE FACILITIES AND HENCE BECOME BSNL CUSTOMERS.

RECOMMENDATIONS AND SUGGESTIONS

CONTACT NUMBERS TO KNOW/AVAIL 3G SERVICE IS TO BE PREDOMINANTLY INDICATED IN ALL STORE DISPLAYS/ PAMPHLETS. MODES OF AVAILING 3G SERVICE IS TO BE PUBLICIZED--- AN ILLUSTRATION IS SHOWN

IN NEXT SLIDE.

MODE OF AVAILING 3G SERVICE BY SMS

RECOMMENDATIONS AND SUGGESTIONS A MECHANISM TO CALL THE HIGH VALUE MOBILE CUSTOMERS OF BSNL AT THE FIRST INSTANT, TO INFORM THEM ABOUT THE BSNL 3 G VALUE AND PRICE FEATURES, IF ESTABLISHED MAY IMPROVE THE PROSPECTS OF INCREASE IN SALES.
CERTAIN TECHNICAL SNAGS SUCH AS 3G SERVICE

AVAILING THROUGH WWW.CHENNAI.BSNL.CO.IN EXPIRED OFFER RELAYED AMIDST INTERACTION WITH THE CUSTOMER CARE EXECUTIVE ON TOLL FREE NUMBER 1503 ETC, HAS TO BE ATTENDED TO

RECOMMENDATIONS AND SUGGESTIONS

ENTIRE CUSTOMER TOUCH POINTS NEEDS CAREFUL STUDY

, IN THE CUSTOMER PERSPECTIVE TO FURTHER ENHANCE CUSTOMER SERVICE EXPERIENCES(IRCTCS NEW BETA VERSION MAY SERVE AS A MODEL) MANY HAVE ECHOED ABOUT THE WEAK NETWORK AND NETWORK PROBLEM. HENCE NETWORK COVERAGE NEEDS STRENGTHENING. WHILE TAKING SURVEY IN THE AREAS OF BROADWAY, RADIO MARKET IN MOUNT ROAD, TRIPLICANE ETC.,, THE NETWORK COULD NOT BE ESTABLISHED. PARTICULARLY RADIO MARKET BEING A HUB FOR SALES AND SERVICE OF MOBILE HANDSETS, THE SIGNAL AVAILABILITY IN THIS AREA NEEDS STRENGTHENING ON PRIORITY.

RECOMMENDATIONS AND SUGGESTIONS

PROFESSIONALS, SERVICE PERSONNEL AND BUSINESS CLASS IN THE AGE GROUP OF 20-35 YEARS ARE FOUND TO EVINCE

INTEREST IN 3G. SO THIS POPULATION MAY BE ACTIVELY TARGETED FOR GENERATING BUSINESS VOLUME. BUNDLING OF 3G HANDSET, REDUCED VIDEO CALL CHARGES BETWEEN CUG, UNLIMITED DOWNLOAD DURING NIGHTS/HOLIDAYS ARE FOUND TO BE THE PRINCIPAL MOTIVATORS TO AVAIL 3G SERVICES. THIS ASPECT NEEDS FURTHER EXPLORED BY BSNL TO ATTRACT CUSTOMERS PROPAGATION OF 3G DATA CARD AWARENESS IS LESS. THIS FACTOR HAS TO BE CONSIDERED IN ADVERTISEMENT

ACKNOWLEDGEMENT
SPECIAL THANKS TO
GM(MARKETING) FOR APPROVING THE PROJECT

WORK DGM(MARKETING) SRI.MOHAN FOR COMPLETE GUIDANCE,SUPPORT AND ENCOURAGEMENT OUR PEERS IN MARKETING WING OF CHTD FOR PROVIDING ACTIVE SUPPORT THE NEW COLLEGE INSTITUTE OF MANAGEMENT THE BEST ONE IN IMPARTING QUALITY EDUCATION PARTICUARLY FOR PART TIMERS.