A

RESEARCH PROJECT REPORT

ON

A STUDY OF CONSUMER BEHAVIOR TOWARDS TELE CALLING

SUBMITTED TO

IIMT UNIVERSITY, MEERUT

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE

OF

MASTER OF BUSINESS ADMINISTRATION

BATCH (2022-24)

SUBMITTED TO SUBMITTED BY

[Link] Tyagi Assistant Professor Mohd Azhar

IIMT University Meerut MBA IV SEM

Roll Number 2267002081

IIMT UNIVERSITY MEERUT

GANGA NAGAR, MAWANA ROAD, MEERUT

DECLARATION BY THE CANDIDATE

1
The Research work embodied in this project entitled “ A STUDY OF CONSUMER
BEHAVIOR TOWARDS TELE CALLING” has been carried out at the “ SCM , IIMT
University, Meerut, U.P.” The extent of information derived from the existing literature has
been indicated in the body of the project at appropriate places along with the source of
information. The work is original and has not been submitted in part or for nay degree or
diploma of this or any other University.

Date: 01/05/2024 Mohd Azhar

Place: Meerut [Roll No:2267002081]

CERTIFICATE BY THE SUPERVISOR

2
The Research This is to certify that the project report entitled “ A STUDY OF CONSUMER
BEHAVIOR TOWARDS TELE CALLING” submitted by Mohd Azhar in partial
fulfilment of requirements for degree of MASTER OF BUSINESS ADMINISTRATION
at the “ SCM, IIMT University, Meerut, U.P.” is a record of the candidate own work
carried out by him under my supervision. The matter embodied in this project is original and
has not submitted for the award of any other degree.

Supervisor Name[Internal]
Mr Deepak tyagi sir
Assistant professor
SCM

Dean Name
Dr Satish Kumar singh
Dean
SCM

ACKNOWLEDGEMENT

3
I am greatly thankful to [Link] Kumar Singh, [Dean] SCM IIMT University. Meerut,
U.P. India for providing necessary infrastructure to carry out my project work at the
university. I am express my sincere thanks and gratitude to Mr Deepak Tyagi, [Assistant
Professor & Head] School of Computer Science & Applications IIMT University. Meerut,
U.P. India for her moral support. valuable guidance and encouragement during the various
stages of my work.
I am feeling oblige in taking the opportunity to sincerely thanks to Mr Deepak Tyagi,
[Assistant Professor] SCM IIMT University. Meerut, U.P. India for his valuable guidance,
valuable advice and whole heartedly co-operation. His sincerity, thoroughness, timely help,
and constructive criticism has been a constant source of inspiration for me.
I would also like to acknowledge my parents and friends for the whole hearted moral support
and unending encouragement they provided me during my project work.

Date: 01/05/2024 Mohd Azhar

Place: Meerut [Roll No:2267002081]

4
 TABLE OF CONTENTS

SR. NO, PAGE NO.

CH. 1
(A) Preface/Executive Summary of the project 5
(B) CRM and ICT 6
CH. 2 7-11
a) Introduction 7-8
b) History of Indian telecom industry 9-11
CH. 3 THE COMPANY-Reliance communication at a glance 12-32
a) Research problem indicated on it 22-23
b) Research methodology and communication 24-27
c) Introduction of research problem 28
d) Reliance telecom 29
e) Scope and objective of the study 30-32
CH.4 33-49
a) Review of literature 33-42
b) Hypothesis 43-49
CH.5 Research Methodology 50-55
CH.6 Collection, Analysis and interpretation of data 56-67
CH.7 Finding and conclusion 68-74
CH.8 Recommendations and limitation 75-76
CH.9 Annexure and Bibliography 77-80

5
 Preface/Executive Summary of the project

I have to undergo for the training program in the summer after completing the first year. The
attractive feature of the M.B.A. course is that along with theory we also get to have the
exposure of the practical environment.

The Project Report is based on A STUDY OF CONSUMER BEHAVIOR TOWARDS

TELE COMMUNICATION.

The topic for my project report is “A STUDY OF CONSUMER BEHAVIOR TOWARDS

TELE COMMUNICATION” It has seen strong growth in both its mobile and fixed
operations in terms of connections but, due to intense competition, has struggled to convert
that into profits. The potential privatization of the company’s mobile subsidiaries and 3G
deployments are set to dominate in 2010. Additional revenue growth will come from
broadband and pay-TV services.

The Project Report revolves around the Reliance Communication tried to explore the various
aspects of postpaid connection. The certain objectives were predefined and the task was to
accomplish them. This report also provides the survey analysis about the nature of retailer
prescription and the key factors over which a company should have a strong hold to survive
with a long-term view.
The study was confined geographically to Meerut. The data source was collected from the
regular visits of retailer’s.
A special task was also assigned to me to analyze the market opportunities in different
regions of Meerut. It under that different counter has been visited. A set of questionnaire was
prepared & scrutinized before going for market analysis.
The whole process during the entire training program is well planned and the data was
initially collected about the reputed Retailer’s the respective executives of concerned areas.
The task was divided into small goals which to be accomplished on the daily basis.
Finally it was a great experience at the corporate level being interacted with different reputed
personalities and it makes practically aware about the strategies development process and
their break up in goals and defining policies to achieve them and handle different difficult
situations.

6
 CRM software solutions and ICT (Information and Communications Technology)

Software and ICT play a significant part in enabling an effective CRM capability, especially
in large organizations.

There are many and various systems available, and it is important to have a clear idea of your
requirements during the software solution selection process, which for most organizations
will also involve the selection of ICT service provider too, since any software solution, for all
but very small companies, generally requires support for specifying, implementation, training
and maintenance.

Siebel, Sage (who now provide the well-known Accpac and ACT! CRM solutions), and
Front Range (whose product is Goldmine) are all significant and proven CRM software
products companies. There are many others, and very many more ICT service providers
through whom distribution and support is normally arranged.
As with any ICT project, ensure you work with reliable and knowledgeable advisors, with
access to cost-effective proven solutions, which can help you to build and implement an
effective CRM software and ICT capability.

7
 INTRODUCTION
Background information on [Link] of understanding customer
[Link] and scope of the [Link] Review:Overview of existing research on
[Link] on customer attitudes towards [Link] influencing
customer attitudes (e.g., intrusiveness, effectiveness).Research Methodology:Description of
research design (e.g., survey, interviews).Sampling [Link] collection
[Link] [Link] Analysis:Presentation of findings from surveys or
[Link] analysis of data (if applicable).Interpretation of
[Link]:Comparison of findings with existing [Link] into customer
attitudes towards [Link] for businesses and marketing
[Link]:Summary of key [Link] of the [Link] for
future [Link]:List of all sources cited in the [Link]:Additional
data or supplementary materials (e.g., survey questions, interview transcripts).Ensure that
each section is properly structured, with clear headings and subheadings for easy navigation.
Additionally, use relevant charts, graphs, or tables to illustrate key points and findings.
Finally, proofread the document thoroughly to eliminate any errors before the viva practical
presentation

8
A study of consumer behavior towards tele calling parts would delve into various factors
influencing purchasing decisions and usage patterns. Consumers' attitudes towards tele
calling parts are shaped by several factors, including their perceived usefulness, reliability,
and compatibility with their [Link], the perceived usefulness of tele calling parts
plays a significant role in consumer behavior. Consumers are more likely to purchase parts
that they believe will enhance their tele calling experience, such as high-quality microphones
for clearer audio transmission or noise-canceling features for better call [Link], the
reliability of tele calling parts is crucial to consumers. They want parts that are durable and
perform consistently over time. Positive reviews and recommendations from other users can
greatly influence consumers' perceptions of a part's [Link] with their
devices is another key consideration for consumers. They want to ensure that the tele calling
parts they purchase will work seamlessly with their smartphones, tablets, or computers.
Compatibility issues can deter consumers from making a purchase or lead to dissatisfaction if
the parts do not function as [Link] also plays a significant role in consumer behavior
towards tele calling parts. While some consumers may be willing to invest in high-end,
premium parts, others may prioritize affordability. Offering a range of price options can
appeal to a broader spectrum of [Link], the influence of brand reputation
cannot be understated. Consumers often gravitate towards well-known brands that have
established a reputation for producing high-quality tele calling parts. Positive brand
perception can instill trust and confidence in consumers, influencing their purchasing
[Link] convenience of purchasing tele calling parts also affects consumer behavior.
Consumers may prefer to buy from retailers with easy online ordering and fast shipping
options. Additionally, hassle-free return policies can give consumers peace of mind when
making a [Link], the role of peer influence and social proof should not be
overlooked. Recommendations from friends, family, or online reviews can significantly
impact consumers' decisions to purchase tele calling parts. Positive word-of-mouth can
validate a consumer's choice and reinforce their decision to [Link] conclusion, consumer
behavior towards tele calling parts is influenced by various factors, including perceived
usefulness, reliability, compatibility, price, brand reputation, convenience, and social
influence. Understanding these factors is essential for businesses to effectively market their
tele calling parts and meet the needs and preferences of consumers.

9
LITERATURE
REVIEW

10
 LITERATURE REVIEW

GOVERNMENT POLICY AND GUIDELINES

In 1994, the Government announced the National Telecom Policy which defined certain
important objectives, including availability of telephone on demand, provision of world class
services at reasonable prices, ensuring India's emergence as major manufacturing / export
base of telecom equipment and universal availability of basic telecom services to all villages.
It also announced a series of specific targets to be achieved by 1997. As against the NTP
1994 target of provision of 1 PCO per 500 urban population and coverage of all 6 lac
villages, DoT has achieved an urban PCO penetration of 1 PCO per 522 and has been able to
provide telephone coverage to only 3.1 lac villages. As regards provision of total telephone
lines in the country, DoT has provided 8.73 million telephone lines against the eighth plan
target of 7.5 million lines.

In addition to some of the objectives of NTP 1994 not being fulfilled, there have also been far
reaching developments in the recent past in the telecom, IT, consumer electronics and media
industries world-wide. Convergence of both markets and technologies is a reality that is
forcing realignment of the industry. At one level, telephone and broadcasting industries are
entering each other's markets, while at another level, technology is blurring the difference
between different conduit systems such as wireline and wireless. The new telecom policy
framework is also required to facilitate India's vision of becoming an IT superpower and
develop a world class telecom infrastructure in the country.

Access to telecommunications is of utmost importance for achievement of the country's

social and economic goals. Availability of affordable and effective communications for the
citizens is at the core of the vision and goal of the telecom policy.

The objectives of the NTP 1999 are as under:

 Access to telecommunications is of utmost importance for achievement of the

country's social and economic goals. Availability of affordable and effective
communications for the citizens is at the core of the vision and goal of the telecom
policy.

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  Strive to provide a balance between the provision of universal service to all uncovered
areas, including the rural areas, and the provision of high-level services capable of
meeting the needs of the country's economy;
 Encourage development of telecommunication facilities in remote, hilly and tribal
areas of the country;
 Create a modern and efficient telecommunications infrastructure taking into account
the convergence of IT, media, telecom and consumer electronics and thereby propel
India into becoming an IT superpower;
 Convert PCO's, wherever justified, into Public Teleinfo centers having multimedia
capability like ISDN services, remote database access, government and community
information systems etc.
 Transform in a time bound manner, the telecommunications sector to a greater
competitive environment in both urban and rural areas providing equal opportunities
and level playing field for all players;
 Strengthen research and development efforts in the country and provide an impetus to
build world-class manufacturing capabilities.
 Achieve efficiency and transparency in spectrum management.
 Protect defense and security interests of the country.
 Enable Indian Telecom Companies to become truly global players.

The New Policy framework must focus on creating an environment, which enables continued
attraction of investment in the sector and allows creation of communication infrastructure by
leveraging on technological development.

REGULATORY ENVIRONMENT:

12
The Telecom Regulatory Authority of India (TRAI) was formed in January 1997 with a view
to provide an effective regulatory framework and adequate safeguards to ensure fair
competition and protection of consumer interests. The Government is committed to a strong
and independent regulator with comprehensive powers and clear authority to effectively
perform its functions.

Towards this objective the following approach has been be adopted:

 Section 13 of The TRAI Act gives adequate powers to TRAI to issue directions to
service providers. Further, under Section 14 of the Act, the TRAI has full adjudicatory
powers to resolve disputes between service providers.
 TRAI will be assigned the arbitration function for resolution of disputes between
Government (in its role as licensor) and any licensee.
 The Government will invariably seek TRAI's recommendations on the number and
timing of new licenses before taking decision on issue of new licenses in future.
 The functions of licensor and policy maker would continue to be discharged by
Government in its sovereign capacity. In respect of functions where TRAI has been
assigned a recommendatory role, it would not be statutorily mandatory for
Government to seek TRAI's recommendations

TELE CALLING STEPS

13
Preparation: Before making any calls, it's essential to have a clear understanding of the
product or service being offered, as well as the target audience. This includes researching the
company, its offerings, and the potential customers.

Introduction: The first few seconds of a call are crucial. Introduce yourself and your
company, and briefly explain the purpose of your call. Be polite and professional to make a
positive first impression.

Establishing Rapport: Building rapport with the prospect helps to create a connection and
establish trust. Find common ground or use personalized information to create a friendly
atmosphere.

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15
 COMPARISON BETWEEN GSM AND CDMA:

GSM AND CDMA:

Before we go on this please take care this in mind that in the current marketing war between
telecom co's, consumer is the end beneficiary. Here let us discuss on technology only and part
to any brand/company. All brand/company names are for illustration only. Comparison
between GSM based cellular service and limited Mobility GSM and CDMA:

The Basics GSM:

The Global System for mobile communications (GSM) divides the people by frequency
channels and time slots. The available spectrum (4.4 MHZ-0.2 MHZ in India) is first split
200 khz channels, which are chopped into time slices. Users of the channel take turns in their
allotted time slots in a round robin fashion, thus only one person utilizing the channel but he
uses it for very short time (about 577 micro seconds). Further to optimize the frequency usage
and cover the large areas, the total available channels (22 for 4.4 MHZ) are split into 7
reusable groups. To avoid interference at the boundaries of cells, adjacent cell shares the
same frequency channels.

CDMA:

Code Division Multiple Access (CDMA) lets everyone transmit at the same time. CDMA
works by giving unique codes to all speech bits and the encrypted signals are dispersed over a
wide frequency spectrum (1, 25 MHZ). the signals are picked by the receiver's equipment
that is tuned/programmed to identify that code. In contrast to GSM, same frequency channels
are used in each cell in India, mobility for basic operator (BSOs) was recommended by TRAI
in 01 and also adopted by the - government's a cheaper alternative to fixed line to increase the
Tele density. This is through Wireless in systems where only the last mile is wireless (instead
of copper wire) and the terminal is either fixed or has extremely limited mobility.

The approval of WLL in the India context envisaged mobility within a Short Distance
Coverage Area (SDCA), and each DSCA can be as large as 25 kms radius.

16
WLL or 'Wireless in Local Loop' mobile service is a restricted service. It will work only
within the Short Distance Code Area (SDCA), which is typically city limits. For instance, a
subscriber to WLL mobile in New Delhi cannot use same phone & phone number in
Ghaziabad, and Noida, which fall in different SDCA this service offered by Tata Indicom,
Garuda from MTNL, Reliance et all. On the other hand, GSM(Provided by Airtel, Hutch,
Idea, Spice, Escotel etc) is 'Complete Mobile Service' gives you freedom to stay in touch
wherever you go within your city across the country or around the globe-on a single number
CDMA( or Code Division Multiple Access) is a mobile standard that is used in a some part of
the world.

In India, WLL mobile, services brought with CDMA mobile standard, and hence some
operators referring to it as "CDMA" mobile. A correct way of refer to this service should be
"Limited Mobile or WLL Mobile "using CDMA standard.

Speaking from statistics in 2001, 78% of the world's mobile users went on GSM as compared
only 22% on CDMA standard. It estimated that GSM is more popular than CDMA.
So with CDMA mobile you forget the benefit of "Cadr Dalo", say Hello also if you like your
friends phone model, you just can't go & buy a new handset & ready to flash around your
new gizmo-al in a matter of 10 minutes as in GSM. In CDMA before you get ready to flash,
you will be at therapy of operator. So forget a-new-model a month mantra in CDMA catches
up. In current from it is acceptable in the areas where it is up.

17
 Research Problem indicated on it

The first commercially automated cellular network (the 1G generations) was launched in
Japan by NTT in 1979. The initial launch network covered the full metropolitan area of
Tokyo's over 20 million inhabitants with a cellular network of 23 base stations.

 The second launch of 1G network was the simultaneous launch of the Nordic Mobile
Telephone (NMT) system in Denmark, Finland, Norway and Sweden in 1981.
 The first 1G network launched in the USA was Chicago based Ameritech in 1983
using the famous first hand-held mobile phone Motorola DynaTAC.

Second generation: Digital networks

 In the 1990s, the 'second generation' (2G) mobile phone systems emerged, primarily
using the GSM standard.
 In 1991 the first GSM network (Radiolinja) opened in Finland.
 The first person-to-person SMS text message was sent in Finland in 1993.
 2G also introduced the ability to access media content on mobile phones, when
Radiolinja (now Elisa) in Finland introduced the downloadable ring tone as paid
content.
 The first commercial payments were mobile parking trialed in Sweden but first
commercially launched in Norway in 1999.

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(Two 1991 GSM mobile phones with several AC adapters)

Third generation: High speed IP data networks

 The first pre-commercial trial network with 3G was launched by NTT DoCoMo in
Japan in the Tokyo region in May 2001.
 In 2002 the first 3G networks on the rival CDMA2000 1xEV-DO technology were
launched by SK Telecom and KTF in South Korea, and Monet in the USA. Monet has
since gone bankrupt.
 In the mid 2000s an evolution of 3G technology begun to be implemented, namely
High-Speed Downlink Packet Access (HSDPA). It is an enhanced 3G (third generation)
mobile telephony communications protocol in the High-Speed Packet Access
(HSPA) family, also coined 3.5G, 3G+ or turbo 3G, which allows networks based
on Universal Mobile Telecommunications System (UMTS) to have higher data
transfer speeds and capacity .

19
 CRM and communications

Communication is central to any successful relationship. In terms of Customer Relationship

Management, communication needs to be consistent and high quality; as determined by:

 On time
 Focused

 Relevant

 Reliable

 Coherent

Importantly also, for effective communications it's the message and meaning that is
received that counts, irrespective of what the communicator thinks they've said, or written.
Communications must be judged most vitally by the reaction of the receiver. If the reaction is
not good then the communication is poor.

The information contained in a CRM system allows communication to be directed at the

correct audience, in the correct way. The communication system must also encourage and
facilitate honest and actionable feedback.

Feedbacks from customers - especially complaints - are essential for good organizational
performance and ongoing development. Most organizations avoid, discourage and hide from
complaints. Don't. Complaints are free guidance for improving your quality, and free
opportunities to increase customer loyalty.

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PEOPLE and CRM

As with any other business process your people have a huge impact on the success of the
CRM process.

Successful and effective Customer Relationship Management people tend to display the
following key characteristics:

 positive attitude
 people orientation

 organizational skills

 analytical skills

 customer focus (natural empathy)

 understanding of the link between CRM and profitability.

On the subject of empathy: Empathy is about understanding, not necessarily agreeing.

Effective customer focus enables the organization and its staff to see both sides, and to work
with the customer to arrive at a mutually satisfactory and sustainable solution. Agreement
alone amounts to capitulation, which is neither practicable nor sustainable.

Benefits of effective CRM

There are significant business benefits which accrue from an effective, integrated Customer
Relationship Management approach. These include:

 reduced costs, because the right things are being done (i.e., effective and efficient
operation)
 increased customer satisfaction, because they are getting exactly what they want (i.e.,
exceeding expectations)

 ensuring that the focus of the organization is external

 growth in numbers of customers

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  maximization of opportunities (e.g., increased services, referrals, etc.)

 increased access to a source of market and competitor information

 highlighting poor operational processes

 long term profitability and sustainability

Forward thinking organizations understand the vital need to maintain a strategic focus on
CRM and to resource and manage it appropriately.

This guide to CRM methodology and application is provided by Ellen Gifford, which is
gratefully acknowledged. Aside from being a UK-based specialist in CRM with many years'
experience large and small organizations, Ellen is also a trainer in Neuro Linguistic-
Programming (NLP); management development, and personal coaching. As an advocate of
all aspects of interpersonal skills and their importance in modern organizations, Ellen started
her own business, The Learning Path, in 1998, to concentrate on providing training in these
areas, in which the complementary disciplines of NLP and CRM provide an innovative and
effective approach to Customer Relationship Management and to achieving sustainable
organizational performance improvement.

If you put things right your customers will see that they are important to you. Put things right
and you will be seen as a supplier who knows how to manage quality.

Organizations that fail to put right things that go wrong, might as well say to the customer,
"You are not important to us". Failing to put things right and to prevent reoccurrence says of
the organization "We are not capable of managing quality service."
Bear in mind also that research has proven time and again that when an issue of poor service
to a customer is satisfactorily resolved by a supplier, the customer increases their loyalty to
the supplier to a higher level than existed prior to the problem.

An approach to managing 'moments of truth' involves 'continuous improvement'. This entails

processes that continually monitor, check and resolve negative moments of truth

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 History of Cellular telephony in India

1851: First operational land lines were laid by the government near Calcutta
(seat of British power)
1881: Telephone service introduced in India
1923: Formation of Indian Radio Telegraph Company (IRT)
1947: Nationalization of all foreign telecommunication companies to form
the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications
1985: Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)
1992: Telecommunication sector in India liberalized to bridge the gap
through government spending & to provide additional resources for the
nation’s telecom target. Private sector allowed participating.
1993: The telecom industry gets an annual foreign investment Rs 20.6
million.
1994: License for providing cellular mobile services granted by the
government of India for the Metropolitan cites of Delhi, Mumbai,
Kolkata and Chennai.
1995: 19 more telecom circles get mobile licenses
1995(August): Kolkata became the first metro to have a cellular network .
1997 : Telecom Regulatory Authority of India is set up.
1998: Annual foreign investment in telecom stands at Rs 17,756.4 million.
1999: FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7
million.
1999: Tariff rebalancing exercise gets initiated.
1999(March): National Telecom Policy is announced.

23
2000(June): FDI inflow drops further down to Rs 918 million coming.
2000 (January): Amendment of TRAI Act.
2014: 3G is launched.

24
 Introduction of the Research Problem

Reliance Communication 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 Communication available to people at an affordable cost. They will
overcome the handicaps of illiteracy and lack of mobility", was how Dhirubhai, as he was
fondly called, spelt out Reliance Communication’s mission in late 1999. He firmly
believed the country could use information and communication technology to overcome
its backwardness and underdevelopment.

It was with this belief that Reliance Communication 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 Communication’s network is a high-capacity, integrated (wireless and wire

line), and convergent (voice, data and video) digital network. The network is designed to
offer services that span the entire Communication 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.

25
 RELIANCE TELECOM

Reliance Telecom Limited (RTL) is promoted by the Reliance Group. The Company has
two divisions - Basic and Cellular telephony Services. The company has filed an
application with the Ahmedabad High Court for demerger of its Basic Services in Gujarat
with effect From March 6, 2003.

The approval from the Court on the scheme of demerger is awaited.

RTL provides cellular services, using GSM standard, in 7 telecom circles encompassing
15 states of India. RTL has met its rollout obligation by covering 50 per cent of District
Headquarters in 5 applicable circles.

The total subscriber base was over 5, 40,000 at the end of the year under review,
registering a year on year growth of 42 per cent.
RTL's financial performance marked a significant improvement over the previous year,
and cash generation of over Rs 100 crores was used to meet its capital expenditure
obligations besides repayment of its existing loans.

During the year, the government permitted cellular operators to expand operations in
Assam and North East circles. RIL is planning to expand services in commercially viable
areas in this region.

RIL has commenced national roaming facility with all domestic operators and will soon
be commencing international roaming facility covering all major countries.

26
 Scope and Objectives of the Study

The basic scope or we can say the aim of the training was putting our theories to practice.
What we have learned in two years of the B.E. degree, were put to practice. Any which we
just learn as a theory subject we will forget that thing very quickly, but if we have put that
thing to practice we will not forget that thing in our whole life. It is not possible for a single
college to provide the practical training for all the 350 students because it is too costly to
provide such machines or systems that a multinational company can provide to the trainees. I
have done my summer practical training at Reliance Communication at Dhirubhai Ambani
Knowledge City(DAKC), Navi Mumbai. It was a great experience to work with such great
and intelligent colleagues. The whole DAKC so well designed and architect any beauty lover
can’t move away from that. I think for me it was an educational tour. My training was based
on MINS (Mobile integrated network system). It was a newly prepared project for wireless
communication by the Reliance infocomm. MINS was a under launch product whose testing
was on the way. According to the project manager of MINS it will take 2-3 yrs to launch this
product. So it was not possible for us to the get the whole knowledge about the MINS so we
divided our training to following phases:

 Theoretical knowledge about the networks and layers.

 Theoretical knowledge about the MINS from the document SRS_MINS which
was provided by the company to us on our personal computer at Reliance
Communications.
 Testing of the project –It includes the checking of the message flow between
the network subsystem when a call is initiated or released.
 Preparing of the training report.

27
I learned a one more thing that preparing a project is just not preparing it but it
includes it’s testing also which is tedious work to do.
It was very difficult for me to stay 45 days away from my family and parents. For me it was
also one of the aims to recover from family fever.

It is compulsory for every student to complete training of 90 days till we complete our B.E.
degree. It is done in two phases –
1. 45 days after 2nd year.
2. 45 days after 3rd year

Reliance Communications is the second-largest telecoms service provider in India. The

impact of the price war in the market has started to show in RCom’s financials, with both
revenues and margins shrinking. With competition expected to intensify and downward
pressure on tariffs set to increase, RCom has turned its focus towards exploring opportunities
in the mobile data, infrastructure sharing, and pay-TV segments.

For those seeking high level strategic information and objective analysis on this region,
this report is essential reading and gives further information on:

 Canada’s telecommunications infrastructure and NGN developments.

Forecast growth in select telecommunication markets.
 The emerging trends and convergence in Canadian voice, broadband and
digital TV sectors.
 How Canada is faring in terms of global broadband development.
The current and emerging broadband technologies and their long-term
projections.
 The growth of wireless voice and data and the deployment of 3G and 4G
technologies.
 The emergence of smart grid and smart metering initiatives.
 Key information on the major telecommunication operators.

OBJECTIVE OF THE STUDY

28
It was a long term training in which were thought theory about the MINS project and we
worked on the testing of MINS project. In testing we worked on the UNIX operating system.
MINS project team had prepared the testing environment on the operating system UNIX.
They have chosen the UNIX environment as on UNIX multithreading is possible.
Multithreading is process in which multiple system can work at a time.

What do we mean with a thread?

Technically, a thread is defined as an independent stream of instructions that can be

scheduled to run as such by the operating system. But what does this mean?

In the UNIX environment a thread:

o Exists within a process and uses the process resources

o Has its own independent flow of control as long as its parent process exists and
the OS supports it.

o May share the process resources with other threads that act equally independently
(and dependently)

o Dies if the parent process dies – or something similar.

Review of the Literature

29
The project manager Mr. Praveen Singhal had allotted me a computer on which we study or
understand the theoretical knowledge of the MINS project using the SRS_MINS document
(Software requirement document_ MINS) in our half time. After having my lunch when I
came back to office then they allot me a laptop which connected to one of the subsystem of
the network like BSC, BTS etc.

I have to submit a report at 6:00 p.m. every evening what we have concluded while we are
testing the project.

After we put the project (MINS system) we put to a tester which they named as load test.
What we do whole day manually, is known as manual test and then when we put it to a tester
is known as load test.

The flow of messages which we get in the load test can be seen in the logs of the BTS and
BSC subsystem. That was work of the employees or I can say the work of my seniors or my
teachers there.

When we left from there a viva voce was conducted by the project manager and we
submitted the project report to them.

INITIALIZATION OF THE PROJECT:

MINS is a very huge and lengthy project to design and launch for single man and to work on
it respectively. So phases are divided and some teams are set up to make this project a grand
success.

The MINS project is divided into 2 Phases listed below

Phase 1A: The Scope of Phase 1A is to demonstrate a successful Intra MINS
and Inter MINS call along with CDR generation. Handoff functionality will
not be supported in this phase of MINS.

Phase 1: Phase 1 will be focused on interfaces towards Billing and Mediation,

NMS, Legal Interception System, and PSTN World. This phase will also have

30
 capability to interact with the prepaid system. Along with this all the bugs
observed in Phase 1A will be fixed in Phase 1.

At the end of Phase 1, it will be possible to make inter MINS calls, Intra MINS Calls, Calls to
PSTN world, Call to Existing Reliance Wireless Network and Send SMS on the MINS
network. Also the Handoff and announcement functionality shall be supported in this Phase.

The Load test as per the Specifications will be carried out after successful demonstration of
all the services and integration with the network elements present in the Reliance network.

It will include PCF functionality and integration with data network (R world), OTAF (Over
The Air Functionality) and VMS (Voice Mail System). Also all the supplementary services
development will be taken up in this phase.

REQUIREMENT OF THESE PHASES

 Phase 1A Requirement— Feature or function that shall be supported by the system to
be delivered in in the phase [Link] are mandatory for the Intra MINS and Inter
MINS call establishment. All Phase 1A requirements are flagged by the letter “PH
1A.”

 Phase 1 Requirement— Feature or function that shall be supported by the system to

be delivered in the phase [Link] are mandatory for supporting Prepaid functionality,
SMS functionality and calls terminating on /from PSTN or GSM network as well as
to offer Supplementary services. All Phase 1 requirements are flagged by the letter
“PH 1.”

 Phase 2 Requirement— Feature or function that shall be supported by the system

to be delivered in the phase [Link] Phase 2 requirement are flagged by the letter
“PH 2.

31
MS (MOBILE STATION)

The mobile station (MS) consists of the mobile equipment (the terminal) and a smart card
called the Subscriber Identity Module (SIM). The SIM provides personal mobility, so that the
user can have access to subscribed services irrespective of a specific terminal. By inserting
the SIM card into another GSM terminal, the user is able to receive calls at that terminal,
make calls from that terminal, and receive other subscribed services.

The mobile equipment is uniquely identified by the International Mobile Equipment identity
(IMEI). The SIM card contains the International Mobile Subscriber Identity (IMSI) used to
identify the subscriber to the system, a secret key for authentication, and other information.

The IMEI and the IMSI are independent, thereby allowing personal mobility. The SIM card
may be protected against unauthorized use by a password or personal identity number.

MS-MOBILE SYSTEM

CP

L3

LAC

MAC

TO BTS

32
COMPLTETE DESCRIPTION OF “MINS”

MINS is composed of the following parts which were stated in one of the above section.
They are as below: -

1. BTS Controller

2. Base station controller

3. Mobile switching centre

4. Home location register

5. Visitor location register

OVERVIEW OF MINS (MOBILE INTEGRATED NETWORK SYSTEM

From BTS HLR

MSC

(Mob Switching Center)

BTS
Controller

BSC VLR

(Base station controller)

33
Description of the above parts is as follows:

A. BTS Controller-

BTS controller shall be a PowerPC based General Purpose Microcontroller residing in the
BTS hardware. For the Phase 1A the BTS hardware shall be the BTS development platform
made up of Commercial Off-the-Shelf (COTS) cards and associated software.

The PowerPC 8245 shall have a Real Time Operating System (RTOS) called OSE delta
running on it.

The BTS controller shall perform following functions:

CDMA2000 Physical Layer Control: This function will interact closely with the Base band
processing algorithms running on the Tigers ARC 201 (TS-201) DSPs.

Abis functions on the BTS side: This function involves packet sing physical layer frames into
IP PDUs, open sockets and send IP PDUs to the BSC entity of MINS as per the Abis
protocol. Similar functions are executed for the receipt of IP packets from BSC entity.

OA&M functions for the BTS: This will broadly include the Configuration, Fault and
Performance management functions. In Phase 1 A only a small subset of these functions shall
be implemented. The definition of the entire set of function and this small subset is in
progress.

The Base Transceiver Station houses the radio transceivers that define a cell and handles the
radio-link protocols with the Mobile Station.

In a large urban area, there will potentially be a large number of BTSs organize, thus the
requirements for a BTS are ruggedness, reliability, portability, and minimum cost.

34
 BTS Controller

DSP-Digital Signal Processing

CTR CCS

ABIS ABIS ABIS

(signaling) (OAM)
TL (UDP) TL (TCP) TL (TCP)

To The BSC

B. BSC Controller-

The Base Station Controller manages the radio resources for one or more BTSs. It handles
radio-channel setup, frequency hopping, and handovers, as described below. The BSC is the
connection between the mobile station and the Mobile service Switching Center (MSC).

In the construction of the BSC, there are following parts. They are as follows:
1. CP-Call processing
2. Layer 3
3. LAC
4. MAC
5. ABIS
6. Transport layer

35
Description of all the above stated parts is as follows:

1. Call processing (CP) – Call processing is, just like a heart to the human
being, for BSC. It creates the messages which are used to be exchanged in
between the BSC and BTS, BSC and MSC etc. As an example we take an
ORM i.e. Origination message. Origination message contain these things
mainly. They are:

 IMSI-international mobile station identity

 ESN-electronic serial number
 MDN-mobile directory number
 Other matter also

Call processing prepares the message as follows below:-

IMSI of A party ESN of A party MDN of B party Other information

2. Layer 3 (L3) - Following L3 signaling messages will be supported in MINS

BSC Subsystem, which will be sent or received on logical channels f-csch & r-
csch. Same way the user traffic messages will be carried on logical channels f-
dsch & r-dsch. When message is passed to the L3 from the call processing
then L3 will add a header to the message. Now message will be seen like as
below:

L3 HEADER ORIGINATION MESSAGE

36
 3. LAC Sub layer- LAC Sub layer shall implement a data link protocol that
provides for the correct transport and delivery of signaling messages generated
by Layer 3. LAC Sub layer will also add a header to the above message.

ORIGINATION
LAC HEADER L3 HEADER
MESSAGE

4. MAC Sub layer- The MAC Sub layer shall implement the medium access
protocol and is responsible for transport of LAC protocol data units using the
services provided by Layer 1. The MAC Sub layer shall also control the access
to and from upper layer signaling, Data Services (not in phase 1A) and voice
services to physical layer resources. MAC sub layer will also add a header to
the above message.

ORIGINATION
MAC HEADER LAC HEADER L3 HEADER
MESSAGE

5. ABIS - The ABIS Interface is defined as the interface that provides signaling
and traffic between Base Transceiver System (BTS) and Base Station
Controller (BSC) for MINS Network. The signaling procedures on ABIS are
divided as follows:

 ABIS Application Control Signaling those associated with O & M

signaling and ABIS Signaling.

 ABIS Traffic Signaling are those that directly associated with a call.
They include transmit and receive message to/from Mobile Station.

37
  ABIS Transport Signaling Procedures to set up and manage the stable
link between BTS and BSC.

ABIS interface also add a similar header to the above message.

ABIS MAC LAC

L3 HEADER ORIGINATION
HEADER HEADER HEADER
MESSAGE

6. Transport layer (TL) – Transport layer is used to take the message from
Abis of the BSC to the Abis of the BTS controller.

C. MSC-

The MSC subsystem of the MINS will be responsible for the call routing functionalities. It
will be responsible for Call processing and the Mobility management functions. In order to
install, initialize and configure the Subsystem there will be an EMS function and to ensure
the availability of the subsystem there will be maintenance functionality built in the system.

The central component of the Network Subsystem is the Mobile Switching Center (MSC). It
acts like a normal switching node of the PSTN or ISDN, and additionally provides all the
functionality needed to handle a mobile subscriber, such as registration, authentication,
location updating, handovers, and call routing to a roaming subscriber. These services are
provided in conjunction with several functional entities, which together form the Network
Subsystem. The MSC provides the connection to the fixed networks (such as the PSTN or
ISDN). Signaling between functional entities in the Network Subsystem uses Signaling
System Number 7 (SS7), used for trunk signaling in ISDN and widely used in current public
networks.

D. HLR (Home location register)-

38
The HLR is a database used for storage and management of subscriptions. The home location
register stores permanent data of the subscribers; including subscriber’s service profile,
location information, and activity status.

HLR tracks and manages individual subscriber information that is needed by the network to
confirm that callers are valid customers, to route calls, and to provision services. HLR is a
centralized database application that provides call completion data for cellular subscribers.
The HLR database contains the administrative information for each subscriber registered in
the network, along with the subscriber’s current location. The HLR database is “dipped”
whenever the switch in the mobile network requires subscriber information to complete a
call. The HLR is the location register to which a user identity is assigned for record purposes
such as subscriber information (e.g. ESN, MIN, MDN, Profile Information, Current Location,
and Authorization Period). The HLR shall provide these two basic functions:

 It shall identify the subscribers served by the MSC.

 It shall be responsible for providing instructions/data to MSCs for MS registration,

call origination and call delivery.

E. VLR (Visitor location register)-

The Visitor Location Register (VLR) contains selected administrative information from
the HLR, necessary for call control and provision of the subscribed services, for each
mobile currently located in the geographical area controlled by the VLR. Although each
functional entity can be implemented as an independent unit, all manufacturers of
switching equipment to date implement the VLR together with the MSC, so that the
geographical area controlled by the MSC corresponds to that controlled by the VLR, thus
simplifying the signaling required. Note that the MSC contains no information about
particular mobile stations --- this information is stored in the location registers.

39
 HYPOTHESIS

CALL INITIATED BY THE MS OF MINS

1. Starting of BSC and BTS

2. Successful Link establishment Between BTS and BSC

3. BTS Registration

4. Successful Mobile Originated call (for the A-party)

5. Successful mobile terminated call (for the B-party)

6. voice packets flow

7. Successful Call released

Now we start with the complete description of the call started to the call completion

1. Starting of BSC and BTS- Normally BSC and BTS are as the normal personal
computer an individual is started by just switching on them.
2. Successful Link establishment Between BTS and BSC-

a) The BTs and BSC have been powered on. The BTS and BSC read the
Configuration file. In configuration file the BSC read the IP address of

40
 BTS and BSC itself. The BTS and BSC also has been initialized the port
for the communication.

b) After receiving the IP address of BTS the BSC sends the Link Status
Request message to the BTS. The BSC starts timer.

c) The BTS response the BSC by sending Link status Request message. The
BSC stops timer after receiving the response from BSC. At this point it
considered the link between BTS and BSC is up.

3. BTS Registration-

a) The BTS sends the Register Request message to the BSC indicating that
the BTS is available to support radio network operations. This message is
repeated until a Register Response acknowledges it.

b) The BSC sends the Register Response Message to the BTS if the
registration is successful. From this point the BTS shall operate in the
network mode. The BTS shall now be able to receive configuration
information from the BSC over the Abis interface.

Now the diagrammatically BTS and BSC are shown as below on the next page.

DSP-Digital signal processing CP-Call processing

MS

L3
CTR CCS
LAC
ABIS ABIS
ABIS ABIS
ABIS MAC
OAM Sig.
SIG. OAM
TL TL ABIS

TL(UDP) TL(TCP) TL(TCP)

TL(UDP)
(TCP) (TCP)

41
 4. Successful Mobile Originated calls (for the A-party)—initially ms sends ORM
(origination message) to BSC, then BSC create the CCR (call connection
reference). That is BSC assign a reference number to every call i.e. to originated
call (A party) and terminated call (B party). CCR increases up to 4294967295
calls or it is its final limit for CCR. Then normal messaging start through the stack
already had been establishment between BSC and BTS controller, when they were
started earlier. When Abis set up is received by BSC, When Abis set up
acknowledgement is received by BTS, and then it creates some dedicated stacks.
Now all messages and voice frames are sent on dedicated stacks till call is
released and Abis Release Ack is not received by BTS.

Now it is shown diagrammatically as on next page. Dedicated stacks are in

different colour.

DSP-Digital signal CP-Call processing

MS
processing

L3 CP
CTR CCS CTR
LAC L3
ABIS ABIS
ABIS ABIS
ABIS ABIS MAC LAC
OAM Sig.
SIG. OAM
TL TL ABIS MAC
TL(UDP) TL(TCP) TL(TCP) TL TL(UDP) ABIS
(TCP) (TCP)
TL

42
 Here is the diagram of message flow during the successful mobile originated call.

Call originated by MINS Subscriber

MS BTS BSC MSC Ex N/W

Origination message
BS Ack CM Serv req
Assignment req
Abis set up
Abis set up ack
ECAM
TCH preamble
BS Ack
MS Ack
SCM
SCCM
BS Ack Assignment complete Invite
100 trying

180 ringing
200 OK

43

Ack
5. Successful mobile termination calls---Here are the messages flow during the
process when B-part pick up the receiver of the phone or connect to the calling
party i.e. A-party.

MS BTS BSC MSC

Paging req
Abis-PCH
GPM
Paging res. Abis-ACH
Abis-PCH
Order message Page response
Assignment req
Abis set up
Abis set Ack
ECAM
TCH Preamble
BS Ack
MS Ack
SCM
SCCM
BS Ack
Assignment complete

6. Voice packet flows---Any voice signal is first convert into a message using some
algorithms and Walsh code. Voice signals after converted into a message are
transferred as shown in the explanation of BSC subsystem.

7. Successful call released by MINS Subscriber---Here shown is the message flow

during the release of a voice call.

44
 Call Released by MINS Subscriber

MS BTS BSC MSC Ex N/W

Release order
Clear req.

Clear command

Release order

Abis Release

Abis release Ack

Clear Complete
Bye

200 OK

GENERAL CALL FLOW FOR MINS SUBSCRIBER:

The call flows that shall be common to all MS present in the network are described in the
general call flow from A-party to B-party. Specific scenarios arising due to the location or the
condition of the MS have been covered subsequently. Call flows are divided into three
sections- voice, data and message.
Voice Call Flow (BSC-MSC-HLR-BSC):

45
An end-to-end voice call (BSC-A to BSC-B) can be divided into the following sections:

1. Registration
2. Call Initiation
3. B-Party Locating
4. Call Connection
5. Call Termination
6. Feature Invocation (Only Call Forwarding Unconditional)
7. Deregistration
8. Profile Updated at the HLR
9. Data unreliable at the HLR

CRM telecommunications application solutions at Reliance Communication, link

customer support costs to products and the markets. It uses the information to correctly price
products and services. Reliance is using data from telecommunications CRM applications to
accurately identify profitable and unprofitable market segments.

Current Status of CRM at Reliance Communication:

At Reliance Communication works throughout the seven days in a week with their UCS
(Uninterrupted Customer Service) which is the Business Continuity solution for any planned
and unplanned outage of CRM for maintenance. This has resulted in the availability of the
CRM by improving its efficiency to 99.99% from 99.9%

NEW INFORMATION SYSTEM

Tech-Connect is the new information system our consultancy has designed especially for
your company after making a brief study based on your business model, process and the
competition that exists in your industry and the challenges your company is facing related to
the very high human resource turnover and in the stream on marketing. This new
information system designed

46
 Research Design (Sampling etc.)

RESEARCH METHODOLOGY

Research methodology is a systematic way. Which consists of series of section or step

necessary to effectively carry out research and the desired sequencing of these steps the
marketing research is a process of involves a number of inter related activates which overlap
and do rigidly follow a particular sequence. It consists of the following step.
1. Formulating the objective of the study.
2. Designing the method of data collection.
3. Selecting the sample plan.
4. Collecting the data.
5. Processing and analyzing the data.

Research Approach
The research approach for the purpose was secondary research to collect the information on
the subject.

Research Instrument
I used direct observation, customer data & survey as research instrument.

Research Design
In this project use exploratory research design and for data collection fill-up the
questionnaires from the shop keeper in Meerut, UP.

47
 SAMPLING:

I used Random Sampling because from a finite population refer to that method of sample
selection which gives each of possible sample of combination an equal probability of being
picked up and each item in the entire population to have an equal chance of being included in
the sample.

Sample Design:

A sample design is a definite plan for obtaining a sample from a given population.
Sample design may as well lay down the number of items to be included in the sample is the
size of the sample,

i) Type of Universe

The first step in developing any sample design is to clearly define the set of objects,
technically called the universe to be studied. The universe is infinite as the number of
customer is unlimited.

ii)Sampling Unit:

The study to be taken on the suppliers and consumer of mobile connection.

(iii)Size of the samples

48
As the universe is infinite so the number of consumers will be un limited.

Hence sample size is of 50 consumers belong to various levels of society.

STEPS IN SAMPLING

49
 Define the Universe

Select the sample frame

Specify the sampling units

Select the sample design / methods

Determine the sample size

Specify the sampling plan

Select the sample

Area of Research
Meerut

Sources of Data:

Research Data
Data is the key activity of marketing research. The design of the data collecting method is
backbone of research design. Data constitute the foundation of statistical analysis and
interpretation. Hence the first step in statistical work is to obtain data. Data can be obtained
from two important sources, namely:
i. Primary Data
ii. Secondary Data

50
 i. Primary Data:
Primary data are gathered for the specific purpose or for a specific research project, consist of
original information for the fulfillment of project objective.

When the data are required for the particular study can be found neither in the internal record
of the enterprises nor in published sources. In some cases it may become necessary to collect
original data.

Primary data can be collected in four ways:-

1. Observation
2. Focus
3. Survey
4. Experiment

ii. Secondary data:

Secondary data are the data, which already exists somewhere. Secondary data provide
starting point for research and after that the advantage of low cost and ready availability.

Secondary data can be divided into two types:

1. Internal data
2. External data

When researcher uses the data that has already been collected by other data are called
secondary data. Secondary data can be obtained from journals i.e. internal sources report,
government publication and books, professional bodies etc.

Internal data are reports and memos generated within an organization to facilitate its
operations. External data are those specially produce for outside consumption.
Sources from which I have taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report

51
This new information system helps the technical personnel working in the Reliance
Communication in knowing the latest technology implemented and what best can be
implemented in the business by integrating the ideas generated in the technical side of the
business which contributes to the working at the higher technic

52
 Collection of Data

LIST OF RETAILER
S. No. Name of outlet Sale in June
1 Raheja mobile 10
2 Shree communication 15
3 S.A. mobile 8
4 Om shanti 12
5 Mobile express 7
6 Sky communication 9
7 West view communication 10
8 Shanti communication 17
9 Emotions 8
10 Gupta telecom 7
11 Arun car rainbow 6
12 Kammal telecom 14
13 Varsha communications 5
14 Expression 7
15 Aerocomm 12
16 Mobile express 10
17 Geeta telecom center 8
18 K-3 trading 13
19 Move and talk 4
20 Kamal communications 1
21 Jmd associates 1
22 Mobile spacetel 1
23 Om sai global networks 1
24 Avtar communications 6
25 Raj communications center 2
26 Electroworld 8
27 Rahi communications 3
28 Sat sai mobile 1

53
29 Sai enterprises 1
30 Preeti tour & travel 1
31 Mobile house 7
32 Pawan mobile soap 12
33 Gupta telecom 7
34 Shivam telecom 7
35 New universal system 2
36 Yogesh telecom 1
37 Shivam computer & communications 8
38 Goodwil communication 25
39 Meena telecom 22
40 Baljeet telecom 15
41 Raghav telecom 18
42 Hotspot 15
43 Amit electronics 25
44 M.K. Cellular 20
45 Jain telecom 20
46 Jai Telecom 12
47 Vardhman Telecom center 18
48 Naveen Communication 10
49 Heena mobile center 9
50 Dahiya Mobile world 13
Total 474

54
Analysis of Data
Service of retail visibility of Reliance

The data shows that the total sample size of 50 retailers taken for research the services of
reliance in the month of May is 300 which have increased by 174 in the month of June. In
this industry it is very difficult for the new entrant to enter or for the exciting player to
exit from the market as it involves very high sunk costs, which is spent on the infrastructure
and it also involves a very huge fixed cost which is spent on maintenance of the
infrastructure, technology and the highly skilled human resource.

55
 As in telecom industry is growing very fast in India by adding one Australian population
every year it is showing a very high growth rate which inclines the new entrants to enter into
the industry although it is hard.

1. Which company provides a better advertisement facility?

Source of Primary data: 100
Company RETAILERS
Reliance 35
Airtel 30
Aircel 10
Tata 25

56
 2. % OF OUTLEST HAVING CLEAR SIGN BOARDS

Source of Primary data: 40

Company RETAILERS
Reliance 10
Airtel 12
Aircel 8
Tata 10

57
58
 3. % OF OUTLETS HAVING WARM DISPLAY

VISIBILITY OF PRODUCTS IN OUTLETS

Source of Primary data: 40

Company RETAILERS
Reliance 10

59
Airtel 12
Aircel 8
Tata 10

Interpretation of Data

60
This chapter analyzes the behavior and preferences of the consumers for various brands of
mobile hand set based on various factors which influence their buying decision.

Increases in revenue, higher rates of client satisfaction, and significant savings in operating
costs are some of the benefits to an enterprise. Proponents emphasize that technology should
be implemented only in the context of careful strategic and operational planning.
Implementations almost invariably fall short when one or more facets of this prescription are
ignored:

61
  Poor planning: Initiatives can easily fail when efforts are limited to choosing and
deploying software, without an accompanying rationale, context, and support for the
workforce.
 In other instances, enterprises simply automate flawed client-facing processes rather
than redesign them according to best practices.

 Poor integration: For many companies, integrations are piecemeal initiatives that
address a glaring need: improving a particular client-facing process or two or
automating a favored sales or client support channel. Such “point solutions” offer
little or no integration or alignment with a company’s overall strategy. They offer a
less than complete client view and often lead to unsatisfactory user experiences.

Toward a solution: overcoming siloed thinking. Experts advise organizations to recognize the
immense value of integrating their client-facing operations. In this view, internally-focused,
department-centric views should be discarded in favor.

In a 2007 survey from the U.K., four-fifths of senior executives reported that their biggest
challenge is getting their staff to use the systems they had installed. Further, 43 percent of
respondents said they use less than half the functionality of their existing system; 72 percent
indicated they would trade functionality for ease of use; 51 percent cited data synchronization
as a major issue; and 67 percent said that finding time to evaluate systems was a major
problem

Reliance Mobile is an umbrella enterprise of the Reliance Communication. Reliance Mobile

initially started its operations providing. CDMA technology enabled cell phone service where
the customers are bound to use a particular phone for a particular number and GSM service
where in the customers have a wide range of options available for selecting the cell phone
and the network provider. And in both the services customers are given high importance and
plans are built on it with prepaid and postpaid connections.

Business Model:

Reliance Communication (formerly Reliance Infocom), was set up to make an India where
the common man in urban as well as in rural area, would have access to affordable means of
information-technology and communication, the tools of information and communication

62
available to all the individuals and businesses at affordable cost by creating customer
delight and enhancing the business productivity and by assisting India’s knowledge brains
deliver globally.

Reliance Mobiles is the Pioneers of the CDMA Technology mobile services and has now
entered into the GSM services, has captured the untouched rural Indian market through its
low price and basic user friendly cell phone models and plans/schemes which is a
contradiction in the industry as most of the industry players are busy capturing the
diametrically opposite market segment who are actually capturing urban and upper segment.
We understand Reliance Mobile is also offering a range of handsets specially designed to
reach all economic classes at very reasonable price. This today, makes the
telecommunications industry in India have a revolution in the way nation communicates and
the networks which has brought in a new way of life style in India.

Reliance Communications has made huge investments on the IT infrastructure by laying

optical fibers over 60,000 kilometers of a pan-India fiber optic backbone covering nearly
450,000 villages and 77million subscribers by penetrating into the untouched market segment
which has a high growth potential in the recent times.

Reliance Communications has a reliable, high-capacity, integrated, and convergent digital

network. It is capable of delivering a range of services spanning the entire information and
communication value chain, including infrastructure and service for business as well as the
individuals. Apart from the enormous investment made into the IT infrastructure on which
the whole business process of Reliance Mobile is dependent upon there has been other
Information System on which the process is dependent upon such as Traffic Monitoring,
Connection Fraud.

Porter’s Five Forces

63
 SUPPLIER POWER

Supplier concentration for

infrastructure/inputs.

Differentiation of inputs

Impact of inputs on cost or

differentiation

Switching costs of firms in the

industryDEGREE OF RIVALRY
BARRIERS THREAT OF
Presence of substitute
-Exit barriers with highinputs
sunk costs
TO ENTRY Access SUBSTITUTES
to inputs where
-Exuberant Fixed costs/Value added
-Switching costs to other
Govt. policies into
optical fibers are used against
industry. -Intermittent overcapacity
copper service provider.
Very huge Capital
-Product differences
requirements on ones -Buyer inclination to
the
-Brand identity substitute like smart
infrastructure phones

Access to -Price-performance
BUYER POWER
distribution of
trade-off of substitutes
the service
and
product Bargaining leverage
competitors
Buyer volume

Buyer’s high information on product

Bargaining power of suppliers

Bar

Findings and Conclusion

availability.

Brand identity
64
High Price sensitivity
SWOT ANALYSIS OF RELIANCE

Reliance is engaged in providing telecommunication services to its customers, predominantly

in the India. The company provides both wireline and wireless-based telecommunication
services. The company’s service offerings include local exchange services, data/broadband
and Internet services, and long-distance services. In addition, the company also offers video
services, telecommunications equipment, managed networking, wholesale services and
directory advertising and publishing. The company is also the major provider of broadband
connectivity with over than 121 million subscribers (as of 30 th June, 2023) in the India. The
company’s customer base includes business customers, individuals, and other
telecommunication services provides.

This comprehensive SWOT profile of Reliance provides you an in-depth strategic SWOT
analysis of the company’s businesses and operations. The profile has been compiled by ICRA
and [Link] to bring to you a clear and an unbiased view of the company’s key
strengths and weaknesses and the potential opportunities and threats. The profile helps you
formulate strategies that augment your business by enabling you to understand your partners,
customers and competitors better.

The profile contains critical company information including:

 Business description – A detailed description of the company’s operations and
business divisions.
 Corporate strategy – Analyst’s summarization of the company’s business
strategy.
 SWOT Analysis – A detailed analysis of the company’s strengths, weakness,
opportunities and threats.
 Company history – Progression of key events associated with the company.
Major products and services – A list of major products, services and brands of
the company.
 Key competitors – A list of key competitors to the company.
 Key employees – A list of the key executives of the company.
 Executive biographies – A brief summary of the executives’ employment
history.

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  Key operational heads – A list of personnel heading key
departments/functions.
 Important locations and subsidiaries – A list and contact details of key
locations and subsidiaries of the company.

Detailed financial ratios for the past five years – The latest financial ratios derived from the
annual financial statements published by the company with 5 years history.
Interim ratios for the last five interim periods – The latest financial ratios derived from the
quarterly/semi-annual financial statements published by the company for 5 interims history.

Note: Some sections may be missing if data is unavailable for the company

Key benefits of buying this profile include:

 You get detailed information about the company and its operations to identify
potential customers and suppliers.
 The profile analyzes the company’s business structure, operations, major
products and services, prospects, locations and subsidiaries, key executives
and their biographies and key competitors.
 Understand and respond to your competitors’ business structure and strategies,
and capitalize on their weaknesses. Stay up to date on the major developments
affecting the company.
 The company’s core strengths and weaknesses and areas of development or
decline are analyzed and presented in the profile objectively. Recent
developments in the company covered in the profile help you track important
events.
 Equip yourself with information that enables you to sharpen your strategies
and transform your operations profitably.
 Opportunities that the company can explore and exploit are sized up and its
growth potential assessed in the profile. Competitive and/or technological
threats are highlighted.
 Scout for potential investments and acquisition targets, with detailed insight
into the companies’ strategic, financial and operational performance.

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  Financial ratio presented for major public companies in the profile include the
revenue trends, profitability, growth, margins and returns, liquidity and
leverage, financial position and efficiency ratios.
 Gain key insights into the company for academic or business research.
 Key elements such as SWOT analysis, corporate strategy and financial ratios
and charts are incorporated in the profile to assist your academic or business
research needs.

The SWOT Analysis of company profile is the essential source for top-level company data
and information. Reliance SWOT Analysis examines the company’s key business structure
and operations, history and products, and provides summary analysis of its key revenue
lines and strategy.

Reliance provides a wide range of telecommunications services, including local exchange

services, wireless communication services and long-distance telephony services among
others. It offers its services and products to consumers in India and to businesses and other
providers of telecommunications services worldwide. As of FY2023-17, the company's
wireline subsidiaries served approximately 121 million total subscribers.. The company
recorded revenues of $51 billion during the financial year ended March 2017 (FY2023-17).
Its Operating Income was $8.6 billion and Its net profit was $4.7 billion in FY2023-17.

Scope of the Report

 Provides all the crucial information on Reliance. required for business and
competitor intelligence needs.
 Contains a study of the major internal and external factors affecting Reliance
in the form of a SWOT analysis as well as a breakdown and examination of
leading product revenue streams of Reliance.
 Data is supplemented with details on Reliance. history, key executives,
business description, locations and subsidiaries as well as a list of products
and services and the latest available statement from Reliance.

Reasons to Purchase.

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  Support sales activities by understanding your customers’ businesses better
Qualify prospective partners and suppliers.
 Keep fully up to date on your competitors’ business structure, strategy and
prospects.
 Obtain the most up to date company information available

[Link]

Reliance has more than 121 million subscriptions. It is the largest cellular provider In India,
and also broadband and telephone services-as well as many other communication services to
both domestic and corporate customers.

 The company has covered the entire nation with its network. This has
underpinned its large and rising customer base.
 Strong coverage area in all India.
 Worldwide presence.

[Link]
 An often cited original weakness is that when the business was started by
Mukesh Ambani over 5 years ago, the business has little knowledge and
experience of how a cellular telephone system actually worked. So the started-
up business had to outsource to industry experts in the field.
 Until Reliance recently did not own its own towers, which was a particular
strength of some of its competitors such as Vodafone. Towers are important if
your company wishes to provide wide coverage nationally.
 Power Vouchers are costly as compared to other service providers. These need
to be par to others.

[Link]

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  The company possesses a customized version of the Google search engine
which will enhance broadband services to customers. The tie-up with Google
can only enhance the Reliance brand, and also provide advertising
opportunities in Indian for Google.
 Global telecommunication and new technology brands see Airtel as a key
strategic player in the Indian market. The new iPhone will be launched in
India via a Reliance distributorship.
 Reliance group is embarking on another joint venture with Vodafone
Essar and Idea Cellular to create a new independent tower
company called INDUS Towers. This new business will control more
than 60% of India’s network towers. IPTV is another potential new
service that could underpin the company’s long-term strategy.
 Quality of the branding material such as boards, postures, charts, holdings
should be improved. Vodafone leads the segment with nearly 90% is of the
view.

[Link]

 The cost of cards is on higher side with respect to competitors in the market,
they need to be at par and give people one more reason to go for it.
 Branding needs more attention to be concentrated.
 Fresh cards are provided to the retailers on the basis of competition, i.e. who
sells more is preferred over others, the concept might misguide or other
retailers might carry negative thoughts about the company policies.
 Bharti Airtel could also be target for the takeover version of other global
telecommunication players that wish to move into the Indian market.

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CONCLUSION

An attempt has been made to understand the marketing issues underlying marketing of
telecom services in rural areas and why private operators have been not entering in rural areas
in a big scale. Various issues which need to be addressed in terms of pricing, product features
both the mobile as well as the recharge which needs to be addressed to make rural telecom
services a success in rural areas in the country have been brought out and so is the
importance of use of existing institutional infrastructure. Thus for success in rural telecom
operators have to be innovative in both product which they offer and the ways in which they
tackle the challenges posed by rural markets.

Competitors in this technology are:

TATA Indicomm Virgin Mobile.

Bharti Airtel
Vodafone Essar
Idea
BSNL
BPL
Aircel

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Future Predictions

Mobile connections to rise 32% in 2023 on rural push

Mobile connections in the country are expected grow by 27.3% in 2023 at over 660 million.
This will be mainly because of operators’ growing focus in rural areas and low prices of
handsets.

“The arrival of new players in the Indian mobile sector has led to a fierce competition which
has sustained the strong subscriber growth we saw in 2023. A majority of these subscribers
will be from rural areas.”

However, this phenomenal growth in the mobile connections will not salvage the fall in
revenues. “Expect a dramatic decline in growth of voice revenue. While the mobile
connections are growing at a CAGR of 11%, voice revenues are experiencing a meager
growth of 3%,” she added. “Increased data adoption will bring some relief to the declining
revenues, however, this would not offset the fall,” she explained.

Gartner points out that the telecom sector is likely to experience consolidation over the next
18 months, as the launch of 4G services enables service providers to distinguish themselves
on services offered rather just on prices.

“The increase in competition in the Indian mobile market has led to price wars, which
have, in turn, led to a decline in voice average revenue per user (ARPU), and we
expect this trend to continue as service providers increasingly shift their focus to rural
areas,” she said.

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RECOMMENDATION

 If Possible, Pricing Should Be Reviewed With Many Consumers Citing It As A

Negative Factor.

 More Schemes Should Be Introduced To Attract Non Users.

 Advertising Standards Should Be Maintained If Possible Improved As

Advertisement Has Contributed Immensely To The Awareness Level And Usage
Of The Nokia CDMA.

 Company Gave A Special Offer On The Festival. To Maintain Good Relationship

With Retailers On Time Payment Of Incentives And Commissions Should Be
Ensured.

 Tariff Plans Should Be Easy To Explain So The Retailer Can Understand It Easily
And Can Communicate It To Consumer In Shorter Time Period.

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Limitations of the Study

1. The primary data collected is strictly to Meerut.

2. Some of the respondents did not show much interested in filling the questionnaire.
They filled the questionnaire just for the sake of filling it.

3. Secondary data is limited only to news, media, internet, annual report of the
company.

4. Respondent have not interest to give correct information.

5. Customer awareness and negligence was also a problem since many of them tend
to walk away from the TV screen as soon as advertisement break commence in
during and after the schedule of programs and films.

6. Only a small fraction of customers reading national dailies is one of the factors of
their not coming across advertisements and without which advertisement
effectiveness cannot be judge.

7. Locating dealers selling brands other than. Many of them out rightly refused to
entertain the questionnaire.

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BIBLIOGRAPHY

 Beri G.C., Marketing Research, Tata McGraw Hill Publishing Co.

LTD., New Delhi, Third Edition (2002)

 Saxana Rajan, Marketing Management, Tata McGraw Hill Publishing

Co. LTD, New Delhi, Second Edition (2001)

 Saxena R.S., Marketing Management, Himalaya Publication, New Delhi,

Ninth Edition (2000)

 Kotlar Philip, Marketing Management, Pren Tice-hall of India PVT.

LTD., New Delhi, Ninth Edition (2002)

 Bhandari, Research Methodology, Print 2004, Second edition

Internet References

 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]
 [Link]

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