RELIANCE INTRODUCTION fINAL

SUMMER TRAINING REPORT

ON

CUSTOMER MAPING TO UNDERSTAND MARKET POTENTIAL IN SIZE

IN

RELIANCE COMMUNICATION

SUBMITTED FOR PARTIAL FULFILMENT OF THE REQUIREMENT OF THE PGDM

PROGRAMME

SUBMITTED BY:GOURAV .M. TRIPATHIPGDM

1

ACKNOWLEDGEMENT

For any successful work it owes it’ thanks to many. In this regard, I

wish to extend my gratitude to all those who helped me at various stages of

this project. I extend my deep sense of thankfulness and gratitude to

Mohammad Fahad (ASM), Mr. Vishal saxsena (ASM), Mr. Manish

srivastava (CE), and Mr.sanjeev jha (CE) Reliance Communication Pvt Ltd.

Kanpur who extends necessary help at various stages of this work.

I also express my indebtedness and gratitude to Miss Sashi Singh

(HR) and Miss Geetika saxsena (HR) Reliance Communication Lucknow

whose guidance, constructive suggestions, keen and sustained interest given

through the conduct of study left me confidant. I would like to thank to Mr.

Rajesh Sharma Mr. Ashish Den to me on my project work .once again, I

express my sincere thanks and whole hearted gratitude enable me to

complete the project work successfully.

THANKING YOU

GOURAV .M. TRIPATHI

2

TABLE OF CONTANT

PART 1……………………………………………………………………..4 -52

1. Preface

2. Introduction

3. Reliance – Anil Dhirubhai Ambani Group

4. Reliance Infocomm Overview

5. Business Profile

6. Reliance Infocomm Working

7. Organization Structure and Work Culture

8. Financial Status of Reliance communication

PART 2…………………………………………………………………….. 53 -55

1. PROJECT REPORT

PART 3…………………………………………………………………….. 56 -64

1. RESEARCH METHDOLOGY

PART 4…………………………………………………………………….. 64 -71

1. SWOT ANALYSIS

2. RECOMMENDATION

3. CONCLUSION

4. BIBLIOGRAPHY

3

PREFACE

A large population, low telephony penetration levels and rise in

consumer income and spend owing to strong economics growth

have contributed to making India the fastest growing telecom

market in the world. The first and largest operator is the is the state

owned incumbent BSNL, which is also the 7th largest telecom

company in world in terms of number of subscribers.BSNL was

created by corporation of the erstwhile DTS (Department of

telecommunication services), a government unit responsible for

provision of telephony services. Subsequently, after the

telecommunication policy was revised to allow private operators,

companies such as Bharti Telecom, Reliance communication, Tata,

Vodafone, MTNL, and BPL have entered the space. Major operators

in India. However, rural India still lacks strong infrastructure.

The total number of telephones in the country crossed the 300

million mark on June 18 2008 the overall tele- density has increased

to 26.89% in June 2008 in the wireless segment, 8.77million

subscribers have been added in January 2008 while 8.11 million

subscriber were added in December 2007. The total wireless

subscribers (GSM, CDMA &WLL) base is more than 270 million now.

The wire line segment subscribers base stood at 39.22 million with a

decline of 0.03 million in January2008.

4

I have selected the topic “ Customer Maping to understand market

potential”.

The purpose of this is to understand the structure and dynamic of

this industry, the market potential in size and their future in

scenario.

This industry report is an integral part of my two year PGDM course

for the completion of my summer training.

5

To create an advanced facility based,

intelligent, next generation

6

communication network, with terabit

bandwidth that will leapfrog India into

the center-stage of global

communication and information

technology space.

Late Dhirubhai H. Ambani

Founder Reliance GroupFounder Reliance Group

7

RELIANCE - ANIL DHIRUBHAI AMBANI GROUP

Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group

founded by Shri Dhirubhai H. Ambani (1932-2002), ranks among India's top

three private sectors business houses in terms of net worth. The group has

8

business interests that range from telecommunications (Reliance

Communications Ltd.) to financial services (Reliance Capital Ltd.) to the

generation and distribution of power (Reliance Energy Ltd.). Reliance - ADA

Group's flagship company, Reliance Communications, is India's largest

private sector information and communications company with over 20 million

subscribers. The company has established a pan-India, high capacity,

integrated (wireless and wire line), convergent (voice, data and video) digital

network, to offer services spanning the entire infocomm value chain.

Other major group constituents - Reliance Capital, Reliance Energy - are

widely another major group companies — Reliance Capital and Reliance

Infrastructure — are widely acknowledged as the market leaders in their

respective areas of operation.

Chairman's Profile

Anil.D.Ambani

9

 Regarded as one of the foremost corporate leaders of

contemporary India, Shri Anil D Ambani, 48, is the chairman of all listed

companies of the Reliance ADA Group, namely, Reliance Communications,

Reliance Capital, Reliance Energy and Reliance Natural Resources limited.

He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute

of Information and Communication Technology, Gandhi Nagar, Gujarat.

Till recently, he also held the post of Vice Chairman and Managing Director of

Reliance Industries Limited (RIL), India’s largest private sector enterprise.

Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and

was centrally involved in every aspect of the company’s management over the

next 22 years.

He is credited with having pioneered a number of path-breaking financial

innovations in the Indian capital markets. He spearheaded the country’s first

forays into the overseas capital markets with international public offerings of

global depositary receipts, convertibles and bonds. Starting in 1991, he

directed Reliance Industries in its efforts to raise over US$ 2 billion. He also

steered the 100-year Yankee bond issue for the company in January 1997.

He is a member ofWharton Board of Overseers, the Wharton School, USA

Central Advisory Committee, Central Electricity Regulatory Commission

Board of Governors, Indian Institute of Management, Ahmadabad

Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member

of the Rajya Sabha, Upper House of India’s Parliament a position he chose to

resign voluntarily on March 25, 2006.

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Awards and Achievements Conferred the ‘CEO of the Year 2004’ in the Platts Global Energy Awards

Rated as one of ‘India’s Most Admired CEOs’ for the sixth consecutive year in

the Business Barons – TNS Mode opinion poll, 2004

Conferred ‘The Entrepreneur of the Decade Award’ by the Bombay

Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India

Economic Forum (WIEF) in recognition of his contribution to the establishment

of Reliance as a global leader in many of its business areas, December 2001

Selected by Asia week magazine for its list of ‘Leaders of the Millennium in

Business and Finance’ and was introduced as the only ‘new hero’ in Business

and Finance from India, June 1999.

Reliance Energy Ltd.  

Reliance Mutual Fund

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                Harmony

Reliance Life Insurance

Reliance General Insurance 

Reliance Communications

Reliance Anil Dhirubhai Ambani Group

Reliance Portfolio Management Service    

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RELIANCE INFOCOMM OVERVIEW

Reliance Infocomm is an Indian telecommunications company, and is the

brainchild of Mukesh Ambani, CMD, and Reliance Industries. It is the flagship

company of the Reliance - Anil Dhirubhai ambani Group, comprising the

power Reliance Energy, financial services Reliance Capital, telecom and

noncom initiatives of the Reliance Group. Reliance Infocomm is the outcome

of late Dhirubhai Ambani's dream of bringing about a digital revolution in India

that will bring to every Indian's doorstep an affordable means of information

and communication.

"Make the tools of infocomm available to people at an affordable cost. They

will overcome the handicaps of illiteracy and lack of mobility", was how

Dhirubhai, as the was fondly called, spelt out Reliance Infocomm's mission in

late 1999. He firmly believed the country could use information and

communications technology to overcome its backwardness and

underdevelopment.

It was with this belief that Reliance Infocomm began laying its 60,000 route

kilometers of pan-India fiber optic backbone in 1999. The backbone was

commissioned on December 28, 2002, Dhirubhai's 70th birth anniversary, first

since his sad demise on July 6, 2002.

Reliance Infocomm's network is a high capacity, integrated (wireless and wire

line), and convergent (voice, date an video) digital network. The network is

designed to offer services that span the entire Infocomm value chain

infrastructure, services, both for enterprises and individuals, applications, and

consulting. The network is designed to deliver services and applications that

will change the way we Indians live. It will harbinger a New India.

Reliance Infocomm's embodies the philosophy of the company's founder by

incorporating technology in a big way. The late Dhirubhai Ambani, the

respected founder of the $16.8 billion Reliance Group, summed up his

13

corporate philosophy in the way: "Think big. Think fast. Think ahead." The

network operations center at the company's Headquarters in Navi Mumbai,

India certainly lives up to this philosophy.

The network operations center, or NOC, is under the purview of Reliance

infocomm a member of the Reliance Group which also includes exploration

and production of oil and gas, refining and marketing petrochemicals

(polyester, polymers and intermediates), textiles, financial services, insurance

and power. Reliance Infocomm offers a range of telecom services. Including

broadband, national and international long-distance services, wireless and

data services. Reliance Infocomm is located on the new 140 acre Dhirubhai

Ambani Knowledge City campus in Navi Mumbai; the company has 2.2 million

square feet of space there.

Mr. Ambani believed that technology was the way to "transform every home,

empower every Indian, remove the roadblocks to opportunity and demolish

the barriers that divide our society." A technologically advanced India would

be a more equal India.

To help accomplish this, Reliance Infocomm designed and implemented a

data and communications network consisting of 60000 kilometers of Fiber

optic cabling that is arranged in rings around India. These cables can carry

terabits of data per second and can instantly connect one part of the country

with another. The company commercially launched its mobility services,

Reliance India Mobile, in 111 cities late in May, 2003 and will soon reach 693

cities. It is important to keep these rings of connectivity" up and functional to

maintain business and residential delivery status. Reliance Infocomm is one

of the major players in the rapidly growing Indian wireless market, as well as

an emerging leader among CDMA operators worldwide.

14

The Reliance Group wanted a central location in which to monitor the security

aspect of their widely distributed operation. The company maintains

approximately 4,000 CCTV cameras that are trained on their offices telecom

switch centers, distribution points, and other locations throughout India.

The world-class national security control room is the central monitoring space.

It includes a BARCO video wall consisting of ten 67 inch video cubes and IP-

based remote video monitoring. The room provides space for 15 operators

who sit at consoles that include a workstation, dedicated video monitor and a

hands free phone to talk to those at other locations.

Reliance Infocomm (RIC) is India's largest mobile service provide with over 7

million customers Reliance Infocomm has established a pan-India, high

capacity, integrated (wireless and wire line) and convergent (voice, data and

video) digital network, to offer services spanning the entire Infocomm value

chain infrastructure, services for enterprises and individuals, applications and

consulting.

Reliance Noncom has to offer telecomm services in 20 circles under the

Unified Access license. In addition, it has received the letter of Intent for the J

& K circle This has enabled RIC to offer services across the length and

breadth of India's vast geography through its next generation fiber optic

network backbone a panning 60,000 kms. Route. RIC commercially

launched its services in May 2003 arid within the first 7 months emerged as

India's largest mobile service operator. Most of it was in the post paid

segment as RIC launched its pre-paid services only in February 2004. Within

this period Reliance India Mobile emerged as the most trusted telecom brand

in the country. Reliance offered for the first time in India high-speed mobile

15

data services through its R-world mobile portal. This portal leverages the high

speed data capability of the next generation CDMALX network. It gives 70

applications like games. T.V., movie clips, etc. second phase of the

Infocomm saw the Broadband revolution by providing 100 mbps Ethernet links

and services.

The revolution helps in making transactions full of economic opportunities and

efficient functions. This service has been extended to cover 200 towns and

includes POTS (Plain Old Telephone Lines). Leased lines, Virtual private

sector, Video phone etc. RIC will also launch a consumer convergence

revolution by providing high speed Ethernet links to homes. This revolution is

called as 'Net way' with a range of television channels, high speed telephony

audio conferencing, and video conference Juke box, time shifted T.V. etc. All

content and interfaces will be enabled to cater to India's diverse language.

In 2004, Reliance Infocomm acquired 100% of the undersea cable company,

LAG Telecom for the US$ 211 million through Reliance Gateway Net Ltd.

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VISION

"We will leverage our strengths in executing complex global scale project to

make leading edge information and communication services affordable by all

individual, consumers and businesses in India offer unparalled value to create

customer delight and enhance business productivity."

We will further extend our proven capabilities to generate value beyond the

India markets on a global basis and enable millions of knowledge workers of

India to deliver their services globally.

MISSION

We will create all integrated infrastructure with state of the art digital

technology to provide innovative cost effective and world class convergent

services to our customers. We will be India's defining services provider and

he most preferred one. We will achieve dominant market share in India by

and will rank among the top 10 carriers by 2007.

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BUSINESS PROFILE

Reliance Communications Limited (the "Telecommunication Resulting

Company") was originally incorporated on July 15, 2004, under the companies

Act, 1956 as Reliance Infrastructure Developers Private Limited. The status

of the company changed from private limited to public limited on July 25,

2005. Further the name of the company changed to Reliance communication

ventures Ltd. with effect from August 3, 2005. The name has since been

changed to its present name, viz. Reliance communications limited. under

fresh Certificate of Incorporation consequent on change of name dated June

7, 2006.

In terms of the Scheme of Arrangement ("Scheme") with Reliance Industries

Limited, as sanctioned by the Hon'ble High Court of Judicature at Bombay by

its Order dated December 9, 2005 and which has become effective from

December 21, 2005 the company is vested with the Telecommunication

Undertaking of Reliance Industries Limited as defined in the Scheme.

RELIANCE HAD CHANGED THEIR 'LOGO',

WHY?

Reliance introduced the new brand identity - Anil Dhirubhai Ambani Group on

Saturday, May 27, 2006. A new business conglomerate under ADA's

leadership formed the basis of the purpose of changing their brand identity.

And the identity had to define a new Reliance heralding a new era, which

18

Reflects the customer centric quality of the new business group. So, the

identity was essential in order to encapsulate ADA's vision, mission, &

purpose for the group. In ADA's words The Reliance -ADA group's goal is,

"not just to build a great enterprises for the stakeholders, but, more

importantly, a great future for our country, to give millions of young India's the

means to fulfill their dreams, the power to shape their own destiny, & to

realize their true & diverse potential."

Sanjay Behl, Head Marketing & Brand Communication explains, "Our symbol,

The Reliance Apex conveys the spirit of excellence, the urge for progress, the

human desire to reach higher, & the resolve to shape a better future. The

apex is the highest point, the pinnacle, and an abiding symbol of hope and

optimism, achievement and success." the two arrow pointing upwards are

propelling us into the future, was the thought behind the design because their

group's mission is to accelerate to a higher quality of living. The blue color in

the Reliance apex represents inner strength, set belief, quite confidence and

the colour represents the energy & dynamism that propels one to the pinnacle

of one's ambition. The Reliance Logo is the combination of upper & lower

case character. This represents openness, inclusiveness, & accessibility.

Reliance is one of the most trusted brands I the country, and n order to have a

balance of customer centricity, warmth, human touch, and accessibility as an

organization. They have adopted the combination of upper & lower case to

represent this openness, their inclusiveness & accessibility without

compromising on their stature & leadership stand. The new LOGO gives the

Multi dimensional look to the group. This Multi dimensional look conveys the

deepest appreciation for the rich diversity of human life and aspiration the

unifying basis for the varied business interest. When the consumer sees our

identify, the message they'd get is that it is a lot more fresh & confident & may

be little unconventional. It will tell them about the group moving ahead, being

more innovative, and trying to constant lyre - invent itself

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BOARD OF DIRECTOR

Shri Anil D.Ambani – Chairman

Prof.J Ramachandran

Shri S.P.Talwar

Shri Deepak Shourie

BUSINESSOF RELIANCE COMMUNICATION

Reliance Communication offers a complete range of telecom services

covering mobile and fixed line telephony including broadband, national and

international long distance services, data services and a wide range of value

added services and application aimed at enhancing productivity of

enterprises and individuals.

MPLS VPN

The Reliance MPLS (Multi protocol label switching) VPN (Virtual Private

Network)and associated managed services is a suite that enables CIOs to

outsource building and/or management of enterprise wide area networks

(WANs) that conform to their business and functional requirements.

All India reach and global coverage

Near 100% uptime

Disaster Recovery

Over-the-wire bandwidth upgrades

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SMART OFFICE (SO)

With Reliance Smart office enterprises can now get the digital PBX

functionality without having to invest in and maintain any equipment. It is a

business class centrex service and India’s first managed voice service, which

offers carrier grade reliability and scalability coupled with the benefits of out

sourcing.

Freedom from equipment maintenance

Line wise billing

Choice of single bill across multiple office

Eliminate separate investment in PBX

Phone book / Name dialing

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ONE OFFICE –DUO

Reliance One Office-Duo services offers a nationwide converged voice VPN

across mobiles & landlines such that all users are able to talk to each other on

short digit or a companywide VPN numbering plan. OneOffice-Duo also

provides enterprises with a self service portal with a self service portal with

which the enterprise admin can add members to OneOffice-Duo and manage

their service profile.

Eliminate separate investment in PBX

One bill

One number

OneOffice Experience

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FIXED WIRELESS SERVICE

Reliance Fixed Wireless Solution can be leveraged by enterprises to provide

fixed lines at the homes of its senior executive or for creating a capex-free

office telephone.

No Wires Attached

City Mobility

Wireless Internet

Mobile Phone feature

23

LEASD LINES

Leased Line is the traditional point-to-point, dedicated TDM circuit that is built

on the SDH transport technology. It provides choice of bandwidths, ranging

from 64 Kbps to 155 Mbps and multiples thereof.

High-Availability Leased Line Service

Over-the-wire up gradable Ethernet

Leased Line

Virtual fibre for Disaster Recovery

MOBILE SERVICES

The mobile and wireless services are powered by CDMA2000 1x technology,

which delivers superior voice quality and data speed of 144 Kbps. These

services are available across 20,000 towns and 5lakh village and continue to

expand further.

Superior voice quality

Superior coverage

Cost-effective tariff plans

High speed internet access

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INTERNET SEVICES

Almost everybody today accesses the Internet for some purpose or

the other. Two types of Internet services are there:

Dial up Internet

A dial up Internet connection is one, which involves dialing through

a telephone to the service provider for the connection to be

established. It is best suited to the requirements of a single user.

This facility offers reliability and quick connectivity.

Dedicated Internet

A dedicated Internet access is an uninterrupted Internet service at

high speeds. Corporate houses, where a large number of users need

to connect to the Internet at the same time. For example, a software

organisation, where a large number of people continuously need to

upload and download content to and from the Internet.

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PRODUCT LINE OF RELIANCE ENTERPRISES

BLACKBERRY SERVICES

OFFICE CENTREX

ONE OFFICE DUO

AUDIO CONFERENCING

VIDEO CONFERNCING

LEASED LINE

VPN SERVICES

TOLL FREE SERVICES

BROADBAND SERVICES

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VOICE SERVICE SOLUTION

RELIANCE FIXED LINE PHONE

RELIANCE SMART OFFICE

COMMUNITY PHONE (RESI)

RELIANCE TOLL FREE NUMBER

RELIANCE AUDIO & VIDEO CONFERENCING

RELIANCE CALL CENTRE SOLUTION

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DATA SERVICE SOLUTION

BROADBAND DEDICATED

LEASED LINES (INTRA CITY & INTER CITY)

INTERNATIONAL PRIVATE LEASED CIRCUIT

MPLS VPN

INTERNET DATA CENTRE

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Hierarchy of

Services

29

GROUP OF COMPANIES

Reliance communications have certain group companies attached to it, which

can be stated as under:

RELIANCE WEB STORE LTD

RWSL is a retail outlet for selling RIL products bill which the services cell

provides a duplicate bill, assistance to customer, to purchase phone reliance

has tie up with java green for providing tea, beverages. Internet facility is also

provided to the firm. There are 24 stores in UP & 12 in towns.

FINESSE INNOVATION PVT LTD

FINESSE INNOVATION PVT LTD looks after the financial activities of the

firm.

SYNERGY ENTERPRENAL SOLUTION PRIVATE LTD

SYNERGY ENTERPRENAL SOLUTION PRIVATE LTD looks private looks

after the broadband services of reliance

PRAGATI VALUE ADDED PEOPLE EMPLOYABILITY SOLUTION

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PRAGATI VALUE ADDED PEOPLE EMPLOYABILITY SOLUTION assists all

the activities of reliance communication.

RELIANCE NEXT LINK PRIVATE LTD

RELIANCE NEXT LINK PRIVATE LTD looks after the operation &

maintenance of the optic fiber cables. The people working here are X army

people having engineering background. They work on shifts for the company.

Employees are provided with palm tops through which HR team checks the

working.

31

ALLIANCES AND

PARTNERSHIPS

32

At Reliance communication its alliances, consultants and suppliers are

considered as its partners. Some of its major partners are listed below:-

ACCENTURE

DIAMOND CLUSTER

HENKELS & MCCOY

MCKINSEY & CO.

HEWLETT-PACKARD

NORTEL

CORNING

ERRICSSION

IBM

SUN MICROSYSTYEM

33

RELIANCE COMMUNICATION

S WORKING

34

Telecommunication is now universally recognized as one of the prime movers

of the modern economy. Accordingly to World Bank study, a 1% increase in

tele density leads to a 3% an increase in GDP, leading support to the fact that

the availability of adequate telecom infrastructure leads to an acceleration of

economic development.

Reliance communication is India’s largest mobile service provider with over 10

million customers. Reliance communication has established a pan-India,

high-capacity, integrated (wireless & wire line ) and convergent ( voice, data

and video ) digital network, to offer services spanning the entire

communication value chain infrastructure, services for enterprises and

individuals, applications and consulting.

India has the lowest mobile penetration at around 0.3%in terms of fixed line

penetration. Hong Kong and Taiwan lead with 57% while India and Indonesia

lag with around 3.4% penetration. India has more than double the number of

television household compared to telephones.

It is necessary to change this and unleash a communications revolution that

will transform India socially and economically. Reliance communications was

launched in the year 2000 with the above in mind.

35

HIGHLIGHTS It commercially launched its services in May 2003 and with in the first 7

months emerged as India’s largest mobile service operator.

It launched its pre- paid services only in February 2004. With in this

period the Reliance India Mobile brand in the country.

By the end of March 2004.It had almost 9 Million subscribers.

Only private sector Company to have all – service, all-India strategy.

Fixed line services in 18 telecom circles.

Long distance services in 229 of the country’s 323 long Distance

charging (LDCAs).

International long distance services.

1000000 sq.ft of state - of – the art data centers.

NATIONAL BACKBONE

Created a 60000-Km. pan – India optical fiber transmission network

which is ‘best in class ’.

This is 655 48 – FIBER cable network will carry megabits of voice,

data and video information.

Ring network architecture will provide resilient secure and scalable

super Info ways.

FACILITIES FOR THE CUSTOMER VPN (Virtual Private Network )

Leased Lines

International Data Services

Voice Solutions For Offices

Call Center Solutions

Mobile & Wireless Solutions

Audio & Video Conferencing

Reliance communications is aggressively expending the reach of its network

in order to reach more subscribers by extending its services to cover an

additional 3,800 towns. It is estimated that the mobile market in India will grow

36

to 140 million subscribers by FY2008.Reliance communications expects to

retain market leadership in this segment. The second phase of

communication project will usher a Broadband revolution by providing

100mbps Ethernet links to its corporate customers. This revolution will

empower the enterprise by making transactions efficient, functions seamless

and new economic opportunities abundant. The enterprise broadband service

in the process of being rolled out in 30 towns and would then be extended to

cover 200 towns in phases. The services planned include POTS (plain old

telephone lines) leased lines, international private leased circuits, virtual

private network, video phone.

37

ORGANISATION

STRUCTURE

38

ACORDING TO DEPARTMENT

U P CIRCLE (CEO)

CORPORATE SALES DEPARTMENT

MARKETING DEPARTMENT

CUSTOMER CARE

COMMUNICATION

H. R. DEPARTMENT

H. R. COMMERCIAL

BROADBAND

LAND ACQUISITION

ACCOUTANT

39

The organization structure defines various levels of organization i.e. Business,

Work centers function circles cities etc. The Reliance Communication

structure includes

BUSINESS UNITS

Enterprise, Consumer, Wholesale & Web Stores.

WORK CENTRES

Network (O&M WIRELESS, O&M WIRELINE, O&M –NLD/ILD, O&M –

IDC, O&M-OSP, EWC-WIRELESS, EWC- WIRELINE, OSS, ITC, and

NOC).

Call centre, BSS (CRM, FA), Billing & Collection, Application &

Solutions Group.

FUNCTION

HR, Commercial, Purchase/Logistics, IT Infrastructure Corporate staff function

WORK LEVELS

The organization structure also defines the organizational functions

considering the nature and scope of functions to be performed. The

following four work levels broadly indicate the nature of accountability and

responsibility assigned to role holders at that work level.

40

LEVEL 1(L1) Role: Leadership

Function: To take initiative and active participation in formation of

strategies. Leading subordinates in right direction. To improve

performance, learning and growth of people and process the systems and

define norms.

LEVEL 2(L2) Role: HOD

Function: accountable for execution of business plan and achievement of

team and individual targets. Be responsible for maintenance of key

company assets (customers, physical asset, and people).

LEVEL3 (L3) Role: Managerial

Function: Responsible for achieving individual and team targets.

LEVEL4 (L4) Role: Executive

Function: Responsible for performing assigned activities and other work

levels

41

WORK CULTURE

DRESS CODE

42

In Reliance every employee dresses appropriately to present a clean neat and

professional appearance. On Saturday, dress theme is given by hr

department on the basis of which smart casual clothing is permitted. However,

extremely casual dress is generally not allowed for work.

Alternate dress code will be prescribed for fields or customers facing

employees in network, sales and marketing and other areas.

BIRTHDAY CELEBRATION

In Reliance the birthday of all employees (UP and Uttaranchal circle) that fall

in a month are celebrated on the last Saturday of that month. All outside

employee are sent birthday greeting though official e-mail Id.

SKILL BASE TRAINING

For enhancing the skills of employees.

DEPARTMENTALTOURS

In Reliance Communication for every department tours are twice a year the

basic purpose of such tour is to enhance team-sprit among the employees.

43

Financial Status

of Reliance

Communication

Financial Status

44

Reliance communication announces Perform consolidated results

for quarter ended March31,2006

EBITDA of Rs1, 042 corers (us $234 million)-an increase of

23%. Over the previous quarter ended December 31, 2005.

EBITDA margin rises from 28% to 35% sequentially quarter.

Net profit of Rs440crores before extra ordinaries (us $99

million)-an increase of 42% over the previous quarter.

Revenues of Rs2, 970crores (us $668 million) for the quarter.

Continuation of strong growth trend in profitability across

wireless, global, and broadband business.

Net worth of Rs1, 742crores (us $ 2,639 million).

Net debt to equity at a conservative 0.28:1.

Market capitalization (post reorganization) of Rs65, 000crores

(Nearly us $ 15 billion).

Reliance communications to be part of the sensexs, from June

12, 2006.

The highlights of financial performance are:

EBITDA of Rs1, 042 crores (US $234 million), growth of 23%

over previous quarter ended December 31, 2005.

EBITDA margin rises from 28% to 35% sequentially.

Net Profit of 440 crores (US $99 million) prior to extra ordinaries,

growth of 42% over the previous quarter.

Total Asset of nearly Rs 26,000 CRORES (US$ 5,845 million).

Net Worth of RS 11,742 crores (US$ 2,639 million)as at march

31,2006.

Net Debt of Rs 3,293 crores (US$ 740 million) as at march 31,

2006.

The Performa consolidated financial results relate to RCVL and its

Operating companies, including inter alia Reliance infocomm limited (RIC),

45

Reliance Communications infrastructure limited (RCIL), Reliance Telecom

Limited (RTL),and FLAG Telecom Limited (FLAG).In the interests of

better disclosure, and to assist investors in understanding overall

performance of RCVL, the Performa numbers have been prepared as if

the proposed corporate reorganization (previously announced ) had been

implemented for the quarter.

“Reliance Communication – India’s youngest, fastest, largest

communications company –maintained its market leadership, with

product offerings best suited to the requirements of millions customers

across all segments and in each and every service area”.

our wireless business achieved the highest ever acquisitions of 3.2

million customers in a single quarter, with our total base crossing a record

20 million customers as at March 31,2006- India’s largest wireless

customer base.

Our wireless business achieved the highest ever acquisitions of 3.2

million customers in a single quarter , with our total base crossing a recode

20 million customers as at march 31, 2006-India’s largest wireless

customer base . The EBITDA margin of the wireless business expanded

from 32%to 36%, led by record customer acquisitions economics of scale,

cost efficiencies and productivity gains. Increased volumes in long

distance voice and international data, combined with cost efficiencies,

resulted in an expansion in EBITDA margin expansion from 20% to 31%

sequentially. I am delighted that, with the listing of Reliance

communications during the quarter, our over 2 million investors now have

the opportunity to directly participate in the company’s growth and value

creation.

YOUNGEST, FASTEST, LARGEST

46

1. First to achieve the milestone of 1 million net additional wireless

customer in a single month in December 2005.

2. Sustained this growth rate by acquiring over 1 million net

additional wireless customers in three consecutive months January,

February and March 2006.

3. Changed the game in wireless customer acquisition with a slew

of promotion bundling high levels of talk time and messaging with a range

of colour and black and white handsets at different price point.

4. First and only operator to extend the “Lifetime free incoming”

scheme to pre-paid fixed wireless customer, after having pioneered and

developed the incoming –only segment for pre paid mobile customers.

5. Innovated “Lifetime Rental Free” plans for post paid mobile and

fixed wireless customers.

6. Broke the circle barrier with pioneering launch of “One Nation,

One Tariff” flat rate national long distance schemes on January 1, 2006.

7. Changed the way consumer perceive and use long distance call

services by making “One Nation , One tariff” plans available with unique

daily, weekly, and monthly validity and reliance to reliance pricing for our

customer community .

8. Slashed international long distance tariffs by 45% to 69% for call

s to various countries, including the United States, Canada, Europe and

Middle East.

9. First operator globally to introduce seam less inter-standard

international roaming facilities, “One World, One Number”, on over 350

CDMA and GSM networks globally.

10. Reliance World in Hindi now available on our over 10 million

multimedia service in more than one language script on the same handset.

11. Unique premiere of a TV channel on a wireless multimedia

platform – TIMES NOW English news channel was available to TV viewers

over cable networks.

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12. E-Learning through reliance Web World –XLRI, Jamshedpur,

one of Asia’s leading HR institutes, launched a package of e-learning

programs using our state of the art video conferencing facilities to reach

out to student across multiple locations on a real time basis.

13. In a significant milestone for our enterprise broadband services,

we will activate online 122 GE Money locations through one of the largest

IP-VPN implementations in India.

14. Star Indian cricketer, Mahendra Singh Dhoni, appointed our

brand ambassador. We will use Dhoni’s mass appeal to herald an

enhanced customer existing products and a new and exciting product

range in future.

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BUSINESS REVIEW

WIRELESS

We achieved a record quarter for customer growth – more than 1

million additions every month. Our all India market share of additional

customers was 21% the highest of any operator. Our success in customer

acquisitions reflects the popularity of our innovative promotions and

schemes. We have changed the game by offering a slew of promotions

bundling high levels of talk time and messaging with a range of

competitively priced handsets and by introducing the first “One India”

schemes with different validities.

Our Wireless operating division achieved highest ever customer

acquisitions of 3.2 million in the fourth quarter. At March31, 2006 we had

20.2 million wireless subscribers. The EBITDA margin of wireless

increased from 32% to 36% in sequential quarters.

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GLOBAL

Record growth in our wireless and wire line customer base led to a

significant increase in total long distance business. Our 100% owned

subsidiary FLAG had a record quarter for new data business. Increased

volumes in voice and data, combined with cost efficiencies, Resulted in an

increased in EBITDA margin of global from 15% to 19% in sequential

quarters.

BROADBAND

Broadband experienced the highest percentage revenue growth among

all three operating divisions. Our comprehensive product portfolio allowed us

to make significant in roads in to key accounts, both as first time and repeat

order customers and in broadening our SME customer base. Broadband

achieved revenue growth of 545sequentially, and EBITDA margin expansion

from 20%to31%.

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FINANCIAL REVIEW

Driven by strong customer acquisition performance and cost

efficiencies, we achieved significant growth in profitability. EBITDA before

extraordinary items increased by 23% from RS 848 crore (US$ 191 million) o

Rs 1,042 crore (US$ 234 million) sequentially.

Profit after tax, prior to extra ordinaries, increased by 42% from Rs 310

crore (US$ 70 million) to Rs 440 crore (US$ 99 million) sequentially. As at

March 31, 2006, the net worth of the company stood at Rs 11,742 crore (US$

2,639 million), the highest net worth of any private sector telecom services

company in India.

Our net debt stood at Rs 3,293 crore (US$ 740 million), reflecting a net

debt to equity ratio of 0.28:1, and providing a strong platform for leveraging

our balance sheet to raise resources for our future growth plans. At a

conservative net debt to equity ratio of 1:1, we have capacity to add over Rs

8,000 crore (US$ 1.8 billion) of on our balance sheet.

The market capitalization of RCVL as at April 29, 2006, based on

equity capital post reorganization, was Rs 65,000 crore (nearly US$ 15

billion). RCVL will be included in the benchmark index, the BSE Sensex, from

June 12, 2006.

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CORPORATE RESTRUCTURING

Under the ownership structure resulting from the demerger and

vesting, RCVL did not own a majority stake in any of its principal operating

companies. This legacy structure, arising from the period prior to the

reorganization of the reliance group, had significant drawbacks. As previously

announced ,on March 12,2006 the board of RCVL approved a reorganization

whereby RIC will be merged fully with RCVL and BECOME an operating

division, RCIL,RTL and FLAG with RCVL and become an operating division,

RCIL, RTL and FLAG Telecom, will become wholly owned direct subsidiaries

of RCVL. The reorganization will be effected by way of an exchange of shares

under a scheme of arrangement and does not involve any cash transactions.

The merger formalities are currently underway and are expected to be

completed by the end of the third quarter of the current financial year.

52

PROJECT REPORT

53

TASK

Collect data base of given network element in the area of Jajmau,

Cantt, Fazalganj, Panki, and other area of Kanpur.

Name of company, address of company, name of concern person,

contact no., and which operator service they used.

Formulating the data in the format given by company.

Data analyzed in three parts according the response time and need

of the customer i.e. hot, warm, and cold.

Generate 5 hot leads per week.

Cold calling to the prospective customers to generate need

between them by taking appointment of them so that one can give

the product knowledge / information. Finalizing the appointment

data and time.

Visit the customer based on the appointments give them product

knowledge.

If customer gets convinced with us then we report company guide

for further follow-up. If customer is already the user then we take

feedback regarding service.

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TARGET

Collect the database per day minimum 5.

I have telecalling to the companies through the data base which

was collected during the field work and fixing the appointment with

the customer.

During telecalling I have provide the knowledge about the newly

launched Reliance Wire Line Services and if the customer was

interested then I have fixed an appointment so that could furnish

them with more information personally.

If any Enterprises customer is ready to avail this service instantly

then I have to forward that number to our boss or to deliver to the

technical department so that we can make the service start as

quickly as possible.

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STRATEGY

Tele calling i.e. first we are taking appointment of the client /

customer with the help of database provided by our company.

By making cold calls.

Taking references from the respondent who are actually our

customer.

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RESEARCH

METHODOLOGY

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OBJECTIVES

The objective of this research is to study of Market Scenario. It includes

following:

Overall study of marketing process.

Deep study of working in Present Market Scenario

Suggestion for streamlining the process.

RESEARCH DESIGN

Research design is simply the framework or plan for a study used as a guide

in collecting and analyzing the data. It is the blue print that is followed in

completing a study. As objective of the research design must be accordingly:

Formulating objective of the study

Designing the method of data collection

Collection of the data

Suggestions and recommendations

Conclusions and interpretations

Research includes observations and facts used to find enquiries of different

kinds.

DATA COLLECTION

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PRIMARY DATA

It is the data, which is collected initially for the first time. It is original in nature

and it may include the following method:

Observation

Personal interaction or interviews

SECONDARY DATA

It is the details that are available in the from of facts and figures. The sources

of secondary data are:

Magazines

Journals

Websites

Books

Most of the data in this research is primary in the from of print screens.

RESEARCH INSTRUMENTS OR TOOLS

USED

Research instrument used for collection of information is observation,

practices, and interviews.

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QUESTIONNAIRE

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1. Name

2. Organization

3. Address who is your current service provider in wired phone?

Reliance ----------

BSNL ----------

Tata Indicom ----------

4. What is your current monthly expenditure on wired phone

------------

5. How much are you willing to pay per month on your wired phone

------------

6. Are you willing to have prepaid wired phone

Yes -----

No ------

7. What is the call rate you want to pay for the local call

--------

8. What is the call rate you want to pay for STD call

--------

9. What is the call rate you want to pay for ISD call

--------

10.What is your primary usage

Local ------------

STD ------------

ISD ------------

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PROJECT ANALYSIS

I have collected many company feed back during the project. I divided

customer into the three types that are hot, mild, and cold from the survey.

HOT

It means that the customer is interested in the product because product is

interested in the product because product is fulfilling the customer’s need and

its requirements they know the every thing of the product.

Mild

It means that the customer is interested but they have the little bit information

about the product these customers are little confused before buying the

product or they decided to purchase the product.

COLD

It means that the customer is not interested in the product because they have

not requirement or they have requirements but could not buy because of the

product high cost.

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CUSTOMERS DIVIDED IN TO TWO TYPES

ENTERPRISE CUSTOMER

It means that the company purchases the reliance Wire Line Service. (It

means that its company paid) company purchase the Reliance Wire Line

for his employees.

PROSUMER CUSTOMER

It means that the customer purchase the Reliance Wire Line for his own.

In this survey I found that the presume is more than the enterprise

customer.

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SPECIAL EXPERIENCE

I was a wonderful working experience with a global company like

RELIANCE COMMUNICATION because gave me a opportunity to

interact with the corporate world.

Got Knowledge about a unique service in Kanpur (U.P.EAST) India

launched by RELIANCE called “RELIANCE WIRE LINE AND

BUSINESS BROADBAND SOLUTION”.

Got practical experience about field work.

Got to know about the working and technical part of the

service.

Learn about the organization culture and behavior in

practical terms.

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SWOT ANALYSIS

Here is the swot analysis of the Reliance, which presents the strengths, weaknesses, opportunities, and threats faced by the company. The strengths and weaknesses are found with the help of strategic Advantage Profit of the company. It studies the external environment of the company thus, studies the following areas i.e. finance, H.R., marketing, production, and R & D. Opportunities and threats opportunity profile (ETOP). ETOP studies the external environment of the company, which is economy, legal, market supplier and technical & regulatory.

STRENTHS

Connectivity of reliance phones is best among all the services providers.

Reliance gives main competition due to its cheap rates which most of the people can afford.

Enjoy a high degree of brand awareness also commands a fair amount of brand loyalty among the consumers.

Latest CDMA technology. 24 hr. internet access service. The management of the co. consists of highly qualified persons. Good research and development facilities. Strong financial backup.

WEAKNESSES

Reliance mobile connections are still not able to reach to interiors and many small places.

Less choice with the handsets. There are too many schemes present in the market that create

confusion among the consumers.

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OPPORTUNITIES

Vast untapped market: Villages and small towns offer a great opportunity to explore and take a lead in these areas.

Non-Users: Non – users of mobile phones must be sought as potential customers. They can be encouraged to use Reliance mobiles by offering them low cost schemes.

Due to low tariff structure, there lies a huge market for the Reliance. High advertisement can create more demand for the reliance mobiles.

THREATS

Government controlled Bharat Sanchar Nigam Limited (BSNL) offers tough competition due to its reach.

Well established competitors such as HUTCH, AIRTEL, TATA INDICOMM and threats from new & regional service providers.

Threats from governmental policies and the new technology adopted by the competitors.

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RECOMMENDATION

BOOSTING DEMAND

Focus on the marketing effort o on selected regions and services. The largest

and most lucrative market for service would be identified and specific services

to this region will be marked.

CREATES MARKET

Dose not prepare a perfect service for its target market, rather provide

services platforms on which each customer customizes the features he or she

desire in the mobile service for example some body wants service in which

he/she talk free Reliance to Reliance somebody wants only incoming, some

body are heavy user; some body wants corporate plan etc. So that Reliance

becomes relentless in the focus. It must listen customers find ways to fill their

needs and continually seek feedback on how well it is satisfying those needs.

Reliance have to find stated needs and fill it and look ahead into what needs

customer may have in the near future discover and produces solutions

customer did not ask for but to which they enthusiastically respond. Reliance

must go beyond just consumer what they want so that reliance become

market driving firm, not just market driven firm.

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Build credibility with customers through

partnership

To overcome the hurdle of credibility with potential customer ,partnership

have to be built with well established service provider in that market so as to

leverage partner’s customer’s relationships to create our client base and

establish brand equity .

AWARENESS

Reliance Business enterprises solution service has scope of knowledge only

15% on an average population of India which is comparatively low.

AVAILABILITY IN ALL LOCATION IN

KANPUR

Distribution of reliance wire line service in hands people will be difficult

because its unavailability in few areas in Kanpur (India).

LOW TARIFF RATE FOR CORPORATE

SECTOR

It must be low call rates for our corporate customer and individual customer.

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SOME FORMAL STEPS SHOULD BE

TAKEN

There should be a department to collect feedback and follow up of

Reliance Wire Line and Broadband Services.

There should be wide publicity about the newly launched service as

most corporate are unaware about the Reliance Business Broadband

Solution.

To improve in network

To improve in the after sales service

To improve our billing service

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CONCLUSION

I conclude that the Reliance Wire Line service is very unique service in India.

This service specially designed for the corporate people to link with the office

as well as personal emails and it also helps to the regular phone.

But some are there for example cost, billing, and range of Reliance

network these problems are followed to the customer.

Also I concluded that the customer behaviors is only focus on the time

saving, money saving, brand of the cellular company, customer service

and the regularly follow up by the company.

This all point are very important to the customer point of view and

company view and also for the future of the Reliance Wire line and

Broadband solution service.

Company must be cut off the price of the service.

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BIBLIOGRAPHY

WEBSITES VISITED

www.relianceadag.com

`

www.moneycontorl.com

www.rcom.co.in

www.google.com

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