A RESEARCH PROJECT REPORT ON “COMPARATIVE STUDY OF CUSTOMER SATISFACTION BETWEEN AIRTEL & VODAFONE MOBILE USERS IN DELHI” TO BE SUBMITTED TO UTTAR PRADESH TECHNICAL, UNIVERSITY, LUKCNOW. IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION Batch 2013-15 UNDER THE GUIDANCE OF: SUBMITTED BY: Mr. PRAVEEN MALIK Shiv Prince Shubham [H.O.D., Mgt. Deptt. GBIT] Roll No. 1337770095 MBA IV Sem 1
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A
RESEARCH PROJECT REPORT ON
“COMPARATIVE STUDY OF CUSTOMER SATISFACTION BETWEEN AIRTEL & VODAFONE
MOBILE USERS IN DELHI”
TO BE SUBMITTED TO UTTAR PRADESH TECHNICAL, UNIVERSITY, LUKCNOW. IN THE PARTIAL
FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE
OF MASTER OF BUSINESS ADMINISTRATION
Batch 2013-15
UNDER THE GUIDANCE OF: SUBMITTED BY:
Mr. PRAVEEN MALIK Shiv Prince Shubham [H.O.D., Mgt. Deptt. GBIT] Roll No. 1337770095
MBA IV Sem
GYAN BHARTI INSTITUTE OF TECHNOLOGY,
MEERUT
1
DECLARATION
I am Shiv Prince Shubham Student of M.B.A. VI semester at GBIT, Meerut.
Affiliated to U.P. Technical University, Lucknow hereby declare
that this Research project report title “COMPARATIVE STUDY OF CUSTOMER
SATISFACTION BETWEEN AIRTEL & VODAFONE MOBILE USERS IN
DELHI”, is submitted to Mr. Praveen Malik, H.O.D. of MBA Dept.,
GBIT , Meerut Affiliated U.P.T.U, Lucknow, is result of original data
collection and my own effort with Industrial staff co-operation.
In order to gather the most appropriate and accurate data survey was conducted in various location and markets in Delhi. The data was assimilated with the help of a questionnaire aimed and designed to extract the most correct and conclusive information.
The consumers were requested to fill the questionnaire and were also asked various other relevant questions revealing detailed information apart from that in the questionnaire.
The survey was conducted successfully and its findings have been studied, analyzed and have led to a conclusion, included in the report, which could prove to be fruitful for the project.
Table of Contents
Introduction about Telecom Industry 6
Company Profile Of AIRTEL 16Company Profile Of VODAFONE 57
"TELECOMMUNICATIONS IS THE BACKBONE OF OUR FUTURE ECONOMY. INTERNATIONAL COMPETITIVENESS INCREASINGLY DEPENDS ON THE DEVELOPMENT OF A TELECOMMUNICATIONS INFRASTRUCTURE THAT IS COMPATIBLE WITH INTERNATIONAL STANDARDS. "
The cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent years. For developing countries in particular, cellular services are becoming a very significant proportion of the overall telecom infrastructure. The mechanics of competition within this market involve complex feedback effects between individual service providers and with their operating environment, and these forces play an important role in governing the growth of this industry.
In a country like India which is not yet telephone-saturated and the ongoing changes in related areas are resulting in a rapidly changing profile of users, providers and their respective needs, continuous revision of the telecom policy is imperative. Given the emerging new technologies and the integrating economies there must be fairness among competitors.
The tele-density in India is about four per hundred people in respect of the fixed telephones and a little less than one in respect of the mobile telephony. The low densities are not because there is no need for a telephone but because of its high cost that many cannot afford that one. The situation here is nothing but holding true of the “law of demand”. Isn’t it?
The cost for the companies can come down if the revenue share imposed on them as a condition of license is abolished or drastically reduced. Today every telephone company is bound to pay a share out of its revenue to the exchequer. These costs are, however, not to be scheduled to take a step further in the development of the telecom. In addition when we go through the telephone bill there is a 5 to 8% service charge. This amount also does not go for the telecom development. If these external cost are removed there can be seen a spurt in demand of not less then 40% as expected.
While taking the side of suppliers a lot of new companies are coming into the battlefield resulting in reduction of prices and hence a little less burdensome on to the customer. The cost of
interconnection with the incumbent is proving to be contributory to the high cost of services provided by the competitors.
The delay in the interconnection disregards the quality of service and high cost will detract from affordability. This is an area in which no consumer body can knowledgeably contribute unless it has the assistant of experts or economists who alone can discover all the relevant fact of all the contesting companies. It indicates the pre-eminent domain of TRAI (Telecom Regulatory Authority of India).
As the driven down of the prices for long distance including international services reduces the amount available for subsidizing the local service, the rental for local services are being increased. Considering that about 90% of the long distance calls are made by less than 20% of customers, 80% of customer are having to pay higher rental this depresses the demand for telephones and affordability. The urban business subscribers will be bearing the bond of the subsidies to be given to the rural private consumers.
History of Cellular Telephony in India:
The technology that gives a person the power to communicate anytime, anywhere - has spawned an entire industry in mobile telecommunication. Mobile telephones have become an integral part of the growth, success and efficiency of any business / economy. The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption, development and deployment and evolution of the GSM standard for digital wireless communications.
The GSM Association was formed as a result of a European Community agreement on the need to adopt common standards suitable for cross border European mobile communications. Starting off primarily as a European standard, the Groupe Speciale Mobile as it was then called, soon came to represent the Global System for Mobile Communications as it achieved the status of a world-wide standard. GSM is today, the world's leading digital
standard accounting for 68.5% of the global digital wireless market. The Indian Government when considering the introduction of cellular services into the country, made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies / standards. Although cellular licenses were made
technology neutral in September 1999, all the private operators are presently offering only GSM based mobile services. The new licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer their mobile services.
Cellular Industry in IndiaThe Government of India recognizes that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information Technology industry, but also has widespread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry.
Cellular Market Structure in India
As in other countries, in India, the Cellular Mobile Service Providers (CMSPs) are licensed to operate in designated geographical operating areas. The service areas include four metro areas and 18 circles categorized as A, B and C. (The categorization is based on the revenue Proceedings of the 36th Hawaii International Conference on System Sciences).
The potential with category C circles in the lower end of the scale. For example the metros account for 40% of the subscriber population, with Category-A, B and C accounting for 33%, 23% and 4% respectively. The CMSPs had to pay an entry fee and subsequently annual license fee as a percentage of their revenue to the Department of Telecommunications.
The entry and license fees varied according to the service area, highest for metros and lowest for Category-C circles. Some of the CMSPs could not fulfill their licensing obligations and their licenses were revoked leading to a monopoly situation in certain areas. Apart from these charges, each CMSP has
to share the revenue with the long distance operators for carrying inter-service area calls. In profitable metros and circles, the competition is severe and the market is split between the two operators. In a price-cap regulated market, the operators use
appropriate pricing strategy to win customers and win market share.
In highly price-elastic markets, such as in India, as the service provider reduces the price, the subscriber base increases considerably, and so is the network traffic. The increased network traffic decreases the performance and the quality of service, inviting customers to switch. Being a new entrant in a metro area, the government operator reduced the airtime charges to such an extent that the subscriber base increased suddenly leading to poor network performance. The operator did not have enough network capacity to handle calls leading to blocking of calls, with frustrated customers switching over immediately to competitors.
The operators also have to resort to non-pricing competition strategies to win customers. In India, CMSPs offer a variety of service plans as a means to attract new customers. Different service plans include: pre-paid calling card schemes, discounted airtime rates for evening and night time calls, discounted roaming charges, no or minimum activation fees, and reduced mobile to mobile long distance call rates.
The service providers incur additional advertising and infrastructure cost for implementing these plans. Short Message Service (SMS) and Wireless Application Protocol (WAP) service are fast catching up. For example, in India, about 500,000 SMS messages are being carried by a service provider in one metro area alone. When the sector moves over to an oligopoly market, the operators have to provide improved quality of service and value added services in order to survive and gain market share.
Larger operators who have experience and infrastructure may be able to provide a higher quality of service and other value-added service at a lower price. They also have access to larger project financing for enlarging their networks and services. For example, a single large operator now has license to operate in 14 service areas in the country with the largest footprint to cover most of the areas of the country. Mergers and acquisitions are commonplace as the operators are consolidating their revenues to survive in the market places.
Cellular subscribers and those with a propensity to go mobile in Delhi have never had it so good. They now have four service providers to choose from, each offering an array of both pre- and
post-paid schemes. More importantly, average tariffs across plans have, by some reckoning, dropped by at least 50 per cent in the last six months. The entry of Vodafone saw a further drop in tariffs and the operators have come out with new schemes to retain their subscribers and attract fresh ones.
What does this mean for subscribers and for the cellular industry in Delhi? All the four operators — Vodafone Essar Mobile Services Ltd., Bharti Celluar Ltd, MTNL and Idea Cellular services. — are convinced that the market will only expand and the subscribers will benefit even more. Their reasoning is that cellular penetration in Delhi, which traditionally occupies the third position in other areas, is less than fifty per cent. Therefore, entry of new players will only increase awareness about the facility, the companies say.
Moreover, the state-owned MTNL has also been playing with its cellular service for quite some time. that, with the imminent launch of limited mobility using CDMA (code division multiple access) technology by companies like Tata Tele Services will only add to the subscriber base, probably result in further reduction of tariffs, and an even greater widening of the cellular market, according to officials in four cellular companies now servicing Delhi.However, the companies also sound a note of caution — any further drop in tariffs will be harmful to the companies, points out one of the officials taking care of the — Sales & Marketing division of the, Vodafone Essar Mobile Services Ltd, average tariffs in Delhi across different plans have fallen by 30 per cent since December with launching of the CDMA services. Besides the fall in tariffs, what has really happened with the entry of CDMA is a heightened awareness in the market. Mobile penetration in Delhi and its suburbs is estimated to be less than twenty-five percent of the population and the cellular operators believe that this number should definitely go up.It is here that Vodafone decided to target the customers with what it believes are unique products and features. Its emphasis has been on value proposition and brand building. Mobility is not only about carrying voice, as per the
reports from the marketing department and adds that the unified messaging system for the post-paid customers of Vodafone is one such unique product.Accordingly, Vodafone signed in its subscribers in lakhs from the year onwards it has been launched in Delhi. Industry analysts say that a majority of them will be pre-paid customers, whose loyalty to
a particular brand is always in doubt. However, pre-paid for the cellular is nothing but the engine for growth and there is always a possibility that most of them will shift to post-paid once they are convinced of the quality of service provided.
On the other hand the entry of a new operator lends more visibility to the service and there is also increased trade activity — that is the number of dealers will increase and more people will be on the road trying to sell the service and product. There is also greater consumer awareness of what cellular service can deliver and expectations go up in terms of pricing or service standards or network availability.
The Churn in the Cellular Industry:As like the other products Cellular industry has not been left untouched from the Churn (switching over). During the survey this fact comes to the fore. According to the cellular operators, there is a normal seven to eight percent churn in the customers, especially in the pre-paid category. Among the post-paid customers, the Churn is much lower about two-three percent.
They say that one significant change that has happened in the last few months, more so since lowering of the tariffs, is that the bias in favour of incoming calls as far as call charges are concerned — incoming calls has been set free while they are charging reasonably only for the outgoing ones — has changed. A tariff re-balancing has definitely taken place.
This means that the cellular operators are encouraging their subscribers to not just receive calls, but also make calls — increasing the usage of the service.
With falling tariffs, cellular operators are convinced that increasing usage is one way to ensure that average revenue per user (ARPU) does not fall very low. The industry figure for ARPU is believed to be about Rs.1,100 while it may vary from operator to operator. The operators are also concentrating on
introducing more value added services to the customers. Value-added services have not really taken off. Only the SMS (short messaging service) has really caught on, but operators like Bharti are bringing in services like music messaging and concierge facility for its subscribers.
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 23 states covering all four metros and more than 8 million satisfied customers.
Airtel & Visual Identity
For a brand to be successful, it must build enduring relationships with its different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it.
The Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. The most important of these are:
The Airtel Logo
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn world mark.
It incorporates two solid, red rectangular forms whose counter form creates an open doorway.
The Airtel Typographical style
The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The words 'Express Yourself' are very much part of the brand identity.
The Airtel Colour Palette
The lettering is grey so that the pure black of Airtel is visually unharmed.
BHARTI TELE-VENTURES
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of approximately 11.84 million total customers which constitute, approximately 10.98 million mobile and approximately 857,000 fixed line customers, as of March 31 , 2005
OverviewBharti Tele-Ventures vision for its mobile business is “To make mobile communications a way of life and be the customers first choice”.
The mission is to meet the mobile communication needs of the customer through 1) error free service 2) Innovative products and services and 3) cost efficiency. The Company’s strategic objective is to consolidate its leadership position amongst the mobile service providers in India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 41.03 million subscribers as of March 31, 2005.
Despite this rapid growth, the mobile penetration rate in India, at approximately 3.9% as of March 31, 2005, is significantly lower than the average mobile penetration rate in other Asian and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors:
Lower tariffs and handset prices over time;
Growth in pre-paid customer category;
Greater economic growth & continued development of India's
economy;
Higher quality mobile networks and services; and
Greater variety and usage of value added services.
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited.
As of March 31, 2005, 100% of India's total mobile subscriber market resided in the Company's twenty three mobile circles, which collectively 100% of India's land mass.
Accomplishments
The largest private sector integrated telecommunications services group in India in terms of the number of customers.
Largest Mobile footprint in India, covering 23 circles of INDIA.
Proven track record of managing growth - both organic as well as by way of acquisitions.
First and largest private telecommunications services company offering fixed-line services in India.
Existing foreign shareholders have acquired direct and indirect equity interests in the Company for a total consideration exceeding US$1 billion.
First private telecommunications company to launch long distance services.
First off the block to launch fixed-line services in all the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.
Airtel Mobile Strategy
Capture maximum telecommunications revenue potential with minimum geographical coverage to maximise its revenues and margins.
Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.
Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.
Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer support, proactive retention programs and roaming packages across all of its mobile circles.
Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.
Vision
To be globally admired for telecom services that delight customers.
We will meet global standards for telecom services that delight customers through:
• Customer Service Focus• Empowered Employees• Innovative Services• Cost Efficiency
Services
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises, India's leading integrated telecom service provider. Going mobile with Airtel Prepaid is a new way of life. With a host of great features, also simple to use, Airtel Prepaid makes everything that you dreamt and believed, possible.
Airtel Postpaid
Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and feelings. To give you the unlimited freedom to reach out to your special people in your special way.
Airtel Roaming
Airtel's Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad.
Airtel Roaming gives you two great options:
Airtel National - Enjoy roaming in India across 42 partners networks and over 750 cities.
Airtel International - Roam across international destinations, in nearly 119 countries including USA, Canada, UK etc. with 284 partner networks.
Long Distance
Now experience complete freedom like never before with Airtel! Our National Long-Distance facility allows you to make long
Call Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book.
Dial-a-service
With Airtel's information services you can get upto-the-minute cricket scores, order flowers as well as send couriers or check your daily horoscope.
FAX & DATA
Airtel brings you Fax and Data Service where you can take your office wherever you go. You can send and receive data/fax documents, access the Internet, email accounts as well as corporate databases whenever you are on the move.
GPRS / MOBILE OFFICE
Mobile Office provides you with access to e-mail and Internet any time and anywhere, even while on the move. It is an indispensable asset for traveling executives, as it enables you to be in touch when at airports, hotels etc. So whether you're in Mumbai or not, you'll be never be short of Internet access. Now you can access official mail, refer to sites for information and do everything that you would, on the Internet. This new-age product is made possible through Airtel's GPRS (General Packet Radio Services) technology.
GPRS Mobile Office service has the following features:
a) Access the Internet anytime, anywhere (across all Airtel circles in India)b) No airtime charges c) Cheaper than connecting through land line e) A minimal monthly subscription fee
Voice Mail allows you to receive messages even when your handset is switched off or when you are outside coverage area. You can then retrieve these messages at your own convenience.
CALL CONFERENCING
With Airtel call conferencing, teleconference with 6 people simultaneously. You can also have the liberty of setting up a conference even when the other five individuals are using a landline.
Airtel Presents... HELLO TUNES
With Hello Tunes when you dial an Airtel Subscriber’s mobile, you will hear the song that he/she has selected for you!!
FEATURES
‘Song of the Day' at the top of the menu to make first time selection easy
Various language options : Select from English to Kannada (over 5 different languages)
Content represents all major languages
Everyone-tune: one song for all callers
Special tune: personalized song for specified caller
Now enjoy the luxury of viewing details of your last 3 billing cycles and the convenience of paying your Airtel bill online! Experience complete freedom with Airtel!
Subscription Services
With Airtel's Subscription Services, you can subscribe for cool alerts at the click of a button! What's better is that you can receive updates automatically on your Airtel phone without requesting everyday.
Daily News Alerts
With Airtel News Alerts, be in touch with the latest happenings around the world, all the time. Get 2 news bulletins sent to your Airtel phone, courtesy AajTak, the 24-hour news channel from India Today Group.
Daily Astrology Alerts
Your future lies in your Airtel phone. Literally! Get daily forecasts of each sun sign from renowned astrologer Ma Prem Usha.
Daily Joke AlertsCrack up with laughter with Airtel's daily joke alert. Get the funniest jokes that you can forward to your friends to brighten up their day too.
Daily Business Alerts
For the latest buzz on the business scenario, now you never have to look very much further than the palm of your hand. Airtel brings you the daily business news and stock alerts, courtesy Business Today, the leading publication on business news & stories.
Want the latest khabar on Lara, Salman, Cameron and Toby? Tune into Airtel's Filmi Gossip, with the latest buzz about your favourite Hollywood and Bollywood stars.
The research is a cross sectional analysis between two cellular service providers of delhi namely AIRTEL and VODAFONE. This research is done to find the following objectives:
1) What is the consumer satisfaction level by the services offered from the service provider.
2) What are the expectations of the consumers from the service providers.
The given project is to analyze the overall satisfaction of subscribers with their mobile service provider. The scope for the research is not very big. The area or say the premises of the researcher was Delhi region.
Research Design A research design is purely and simply the framework or plan for a study that guides the collection and analysis of data. The survey research was used in this project, because consumer’s feedback was necessary for obtaining the data.
Data Sources Primary data was collected by the questionnaire based market survey. In this survey 100 AIRTEL and 100 VODAFONE mobile users were surveyed.Secondary data was obtained from journals, magazines, newspapers, books and of course the Internet.
Research Instrument For doing the survey research, structured questionnaire with both open-ended and closed-ended questions was used.
Mode of SurveyThe mode of survey was personal interview with the respondents during the filling up of the questionnaires.
Sample SizeA sample size of 200 respondents is used for the study.100 AIRTEL and 100 VODAFONE customers were contacted and interviewed.
Sample UnitThis study was basically an opinion survey of the residents of Delhi – who are cell-phone users – regarding their views on the cellular service providers.
This shows that 83% of Airtel and 76% of Vodafone subscribers got their sim activated the same day of purchase while others had to wait for next day and some for 3 days also. This is really a trouble for subscribers waiting for activation.
This show that only 61% of Airtel users and 53% of Vodafone users are very satisfied with tariff charges.15% of Airtel and 18% of Vodafone users are dissatisfied with tariff which could lead them to shift to other cell operator providing lower tariff.
Satisfaction from network quality
81
61%
53%
13% 15%11%
14% 15%18%
0%
10%
20%
30%
40%
50%
60%
70%
Satisfaction from current Tarrif
Airtel 61% 13% 11% 15%
Vodafone 53% 15% 14% 18%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
73% of Air Tel and 67% of Vodafone users are very satisfied with network. Only 2% of Airtel users are dissatisfied which show that their network is best. 7% of Vodafone users reported dissatisfaction because of poor signals or no signals in basement.
Satisfaction from SMS Service
82
73%
67%
15%18%
10% 8%
2%7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Satisfaction from Network Quality
Airtel 73% 15% 10% 2%
Vodafone 67% 18% 8% 7%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
89% of Airtel and 81% of Vodafone users shown great satisfaction from SMS service.3% of Vodafone users shown dissatisfaction because of late delivery of messages and high charge.
Satisfaction from Roaming facility
83
89%
81%
8% 10%
3%6%
0%3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Airtel 89% 8% 3% 0%
Vodafone 81% 10% 6% 3%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
62% of Airtel and 58% of Vodafone users are very satisfied with roaming facility. 10% of Airtel and 13% Vodafone users are dissatisfied with roaming because of high charges and poor signal strength while on roaming.
Satisfaction from Value added Services(VAS)
84
62%58%
18% 20%
10% 9% 10%13%
0%
10%
20%
30%
40%
50%
60%
70%
Airtel 62% 18% 10% 10%
Vodafone 58% 20% 9% 13%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
Only 53% of Airtel and 48% of Vodafone users are very satisfied from VAS. 15% of Air Tel and 14% Vodafone users are dissatisfied from VAS because they are not using these due to high charges for these facilities.
Satisfaction from Voice mail service
85
53%48%
21%24%
11%14% 15%14%
0%
10%
20%
30%
40%
50%
60%
Airtel 53% 21% 11% 15%Vodafone 48% 24% 14% 14%
Very Satisfied Satisfied Satisfied to an ExtentDissatisfied
48% of Airtel and 52% of Vodafone users are very satisfied with this service. 8% of Airtel and 5% of Vodafone users are dissatisfied from service because of high charge.
Satisfaction from Billing
86
48%52%
23%25%
21%18%
8%5%
0%
10%
20%
30%
40%
50%
60%
Airtel 48% 23% 21% 8%
52% 25% 18% 5%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
only 23% of Airtel and 30% of Vodafone users are very satisfied with billing. 28 % of Airtel and 18% Vodafone users are dissatisfied with billing because of inflated bills and delay in resolving. In this case Vodafone is better in comparison to Airtel with less billing problems.
Satisfaction from Customer care services
87
23%
30%
24%
31%
25%
21%
28%
18%
0%
5%
10%
15%
20%
25%
30%
35%
Airtel 23% 24% 25% 28%
30% 31% 21% 18%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
68% of Airtel and 42% of Vodafone users are very satisfied with customer care. In case of Vodafone 18% of users are dissatisfied with customer care while in Airtel it is only 5% which shows that Airtel is winner in terms of providing Customer Care services. Reason for this is waiting time to talk to customer care and resolving time taken is very high in Vodafone.
Users planning to shift to other cell operators
88
68%
21%
6% 5%
42%
19% 21%18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Airtel 68% 21% 6% 5%
Vodafone 42% 19% 21% 18%
Very Satisfied Satisfied Satisfied to an Extent Dissatisfied
16% of Airtel users are planning to shift to other cell operator because they find call charges expensive. While 23% of Vodafone users are planning to shift because of poor customer care and high call charges. This shows that users have much more loyalty towards Airtel in comparison to Vodafone.
With the steep fall in the cost of providing cellular services, and increasing deregulation and competition, developing countries are witnessing rapid growth in cellular subscriber base. Indian cellular industry has been witnessing a Compounded Annual Growth Rate of about 105.2%. It is a $5 billion industry today, and the cellular subscriber base in the country has increased to 6.4 million from a mere 28,550 in 1996. According to reports, Indian mobile subscriber base is expected to grow to 19.48 million in the current year, i.e.; 2004. However, the penetration rate of cellular services is very poor in developing countries. In India, the cellular density is 0.56 per 100 population compared to 77.84 in Finland.
Economic conditions, market structure, policies regarding tariffs and interconnect agreements, and customer characteristics are some of the significant forces affecting the growth of cellular services. Since it takes about 3-4 years for cellular operators to attain financial payback on their projects, estimates of market size can be useful for network and investment planning. Qualitative narratives and descriptive
statistics of the cellular sector for many countries are available from a variety of industry sources. However, rigorous empirically based studies of cellular market growth are much more limited in number.
Moreover, these studies do not provide much insight into the mechanics of growth in cellular markets. Such insights can inform policymakers about the process by which growth occurs and help develop policies that can improve cellular penetration in developing countries. They are also useful to service providers in planning their network rollouts and services in the face of market competition.
With the introduction of new providers, the incumbents face erosion of their subscriber base. They can take preemptive measures to improve the quality of their services offerings, reduce prices and increase the breadth of their service offerings. The new operators have to battle against the advantages of the incumbents such as existing subscriber base, economies of network operations, network infrastructure and their financial strength.
There are other idiosyncrasies that may also need to be considered. In case of India for instance, some of the entities that have received
licenses to operate as the fourth operator in metro areas, have prior cellular network provisioning experience in selected parts of the country. They can reduce the roaming charges when the subscriber roams in the operator's other areas. Further, the government owned third operator, was erstwhile monopoly operator in basic and domestic long distance services. This operator has extensive long distance network and a sound financial base that will enable them to cross-subsidize the cellular service and reduce prices.
Recommendations Sim card activation should not take more than 24 hrs.
More talktime should be given on recharge coupon.
Rent should be brought down to minimum Rs.100 to attract students who forms majority of mobile phone users.
Calling line(CLIP) charges should be abolished as this is the necessity of mobile users to know the number of calling party.
Satisfaction levels of Vodafone customers are comparatively lower than Airtel customers. They should introduce reward-based schemes for its customers.
Network signal should reach underground basement with voice clarity. Vodafone need to focus on it.
Local SMS charges should brought down to less than 50 paisa as compared to Rs.1.50. SMS is the need of students and easy way to stay in touch and have fun.
Roaming charges should be minimized.
Airtel must provide GPRS facility on prepaid as Vodafone does. This service is now in very much demand as accessing e-mail, internet becomes easier by GPRS. Vodafone is a winner in this.
MMS is now in demand having sound and video messages. This should be provided at low cost.
Dheeraj Miglani M 1Anuj Sood M 2Anuj Gupta M 3Mofij Ahmed M 3Rakesh M 2Aman Singh M 3N Durga Rao M 1saurabh pandey M 3Mrs Bharti F 1Mrs Sheila F 1Mrs Jyoti Shah F 1Kiran Kumar F 1Charanjit Singh M 2Arpit M 4Sanjeev Mishra M 3Kartik Sharma M 2Prince Ahuja M 1Manoj Kumar Bhola M 1Devesh Arora M 1Vinay Prakash M 2Prabhat Kumar M 2Shweta Bakshi F 3Deepak Vij M 1Barnali Patgiri F 3Pradeep Sambyal M 3Deeraj Kumar Sharma
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Gyanendra Dev M 4KJS Kochar M 2Sanjiv Khurana M 2Pooja Thapar F 1Anita Dhillon F 1Jyoti Lahiri F 1Kapil Dev Sharma M 4Sudeep Bhatt M 4Naveet Lomish M 2Saya Chopra M 2Sonaal Pandit M 3Ranjiv kapur M 3Vishal Dewan M 4Raj Malhotra M 4Vinay Kapoor M 1
Reena Sethi F 1Sunil K Gambhir M 1Lukose K Joseph M 1Nidhi Arora F 1Harish Taneja M 2Sheetal F 2Shweta Paul F 2B N Jha F 3Mayank Sharma M 3Sachin Deshmukh M 4Rahul sethi M 4Abhishek Prashad M 2Shaji Kuruvilla M 2Rajesh Sadhu M 4Moitree Sinha M 4Shameen Rocha F 3Terry O Conner F 2Aruna Khan F 4Neela Bhowmik F 2Sudha Choudhry F 1Lynnette Nath F 4Ashish Kumar M 1Bhawna Makhnotra F 1Sunil Sharma M 2Rajit Mehta M 3I.S. Sandhu M 4PS Anantha Narayanan
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Rajesh Sud M 3Vijay Gupta M 4Pramod Radhakrishnan
M 2
Vipin jain M 3Baishali Ghosh M 4I B Sahay M 2Praneet Singh M 3Ritesh M 4Nitin Saini M 1Jyoti shahi M 1Rajesh Sadhu M 1Moitree Sinha M 2Shameen Rocha F 2Terry O Conner F 2Aruna Khan F 3Neela Bhowmik F 4Sudha Choudhry F 2
Lynnette Nath F 3Bhawna Makhnotra M 4Sunil Sharma M 1Rajit Mehta M 2Mayank Sharma M 3Sachin Deshmukh M 4Rahul sethi M 2Abhishek Prashad M 1Shaji Kuruvilla M 1Moitree Sinha M 1Alok Nath F 2Eunice Stephen F 1Sabreena R Grimm F 2Ashish Kumar M 1Bhawna Makhnotra F 3Sunil Sharma M 3Rajit Mehta M 4I.S. Sandhu M 4PS Anantha Narayanan
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Rajesh Sud M 2Vijay Gupta M 4Pramod Radhakrishnan
M 4
Vipin jain M 1Baishali Ghosh M 4I B Sahay M 1Praneet Singh M 1Ritesh M 1Nidhi Arora F 1Harish Taneja M 4Sheetal F 4B N Jha F 3RASHMI F 3RAJSHREE F 4Arjoo Chowdhary F 2Pooja F 3Shamli sharma F 4Renu gupta F 2Shilpa F 4Preetam M 1Jatin M 2Gaurav sharma M 1Aakash sinha M 3
M – Male F- Female AGE: 1- Upto 25 Years 2- 26-35 Years