A Project Report On Unfulfilled need of 3G service in India SERVICE MANAGEMENT

SUBMITTED TO PROF. MACARIO FERNANDES MASTER OF MANAGEMENT STUDIES

BY Mr. NAYAN UTTAM RATHOD

Roll No 33

Aldel Education Trusts

ST. JOHN INSTITUTE OF MANAGEMENT AND RESEARCH, PALGHAR 2011-2013

Introduction
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the largest network in the world after China, Indian telecom industry has the highest growth rate in the world. The number of cell phones users in India is rapidly growing .In few years; India may overcome countries like America, China etc in number of customer using cellular services. India is the biggest market for telecom service provider. Hence competition is huge for acquiring market. Because of the competition, large no of options are available for customer for selecting or choosing the service provider. Also frequency of changing the service provider has also increased. Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, it is vital to know consumer buying behaviour towards selecting service provider and it is important decision to take to that company who want enter into huge competition. Consumer attitude measurements are taken on either potential buries or existing clients buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumers surveys can provide the researcher with a wealth of information, valuable of the marketing function. Detailed information regarding the customer buying behaviour in a market will provide the basic platform for all marketing decisions. Marketing decision maker needs descriptive information about the various schemes which influences more. Perhaps the most important one is that a seller needs to be aware of the relevant objective and need of consumer and how their objectives might best be served by the products. To satisfy the customers new product to be produced. Marketing is trying to aim to buy the, exception from product, which factor attracts more. Who buy the products? How do they buy? When do they buy? Where do they buy? Why do they buy? How often they buy? learn consumer

It is otherwise called understand and predict human actions in their buying role. A marketer is act as consumers while them purchasing any goods/services, and try to market that product to an ultimate consumer. So, marketing is starts with consumer and ends with consumer.So, todays market are called on consumer market. It can be defined on, All the individuals and households who buy goods and services for personal consumption. So, the consumer satisfaction is get more importance in the marketing functions. and for that company must know the consumer buying behaviour. Importance of consumer satisfaction The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and there is no business. Then the core activity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said to satisfy the customers is the mission and purpose of every business. Satisfaction of customer is essential for retention of customers and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of customer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behaviour in their life. So, the marketer satisfy the consumer, he must very well know the behaviour of consumer.

Unfulfilled need
Private sector companies like reliance, Vodafone, idea, airtel also moving faster in this race of launching and increasing their 3G services. In around 700 cities 3G has its coverage. One of biggest reason of slow increasing pace of 3G services in India is its high cost. It is not reliable for most of the Indians to spend large amount of money to buy 3G handset. Due to which 3G Services has stick to richer section of society in India. But now with the decline in prices of 3G handsets it become possible that Indian can afford to buy 3G Handsets and can enjoy 3G services. Also, private sector companies are facing problem to launch their 3G services as they are not able to get pan India license in 3G auction. Thus many private sector companies are lacking in launching their 3G services and only government owned companies like BSNL is able to launch its 3G services. Recently, in the 3G auction 183rounds are held and it is surprising that no operator won in all the rounds. Airtel, reliance, aircel has won 13 circles where as idea has won 11 circles. Vodafone and Tata lacks in the run by winning 9 circles

How to fulfilled the need of 3g in India

What is the cause of this law rate of 3G Adoption? According to Kumar Ranganathan, CMO of Vodafone India, it is lack of compatibility. The growth of 3G is a little slower than what we expected. There is low adoption, as there is a fundamental problem with lack of devices, as we are unable to tell a customer about the experience without the device. However we find this highly highly improbable. 3G devices have been around since 2004. All Android devices are 3G compatible. A lot of feature phones to have 3G. Yet most of them prefer to stick to 2G (EDGE Services). This is due to the following reasons. 1) Cost: In a price conscious country like India, almost no one is willing to pay 10 times the amount they currently pay for 2G, just for faster internet speed. With the average 2G pack being Rs. 98 a month for 3GB data, the average 3G pack for 3GB data would cost a subscriber Rs. 850. Unless the user needs it for business or is an avid enthusiast, it is unlikely he will pay the premium. So cost of 3G service should be low. 2) Value Added Services using 3G: Aside from offering limited Mobile TV, operators have failed to give customers enough reason to consider switching. Mobile Remote Computing, Mobile Learning and other applications of 3G should be made available to consumers. 3) Proper Connectivity: While operators claim to have covered entire cities, there remain a shocking number of dead spots where one just does not get 3G connectivity. On the other hand, 2G networks get connectivity almost everywhere and are a lot more reliable. Since 3G network is bad, it also adversely affects the mobile phones battery life and becomes a power drain. 4) No Single Operator with Pan India Connectivity: With the whole 3G Sharing Fiasco currently under way, it is likely that no single operator will be able to offer their consumers pan India 3G Connectivity. This is a major disadvantage for both consumers and operators. Hence, 3G becomes more affordable, gets better reliability, gets an Eco-system of services around it and gets Pan India connectivity; we dont see 3G taking off in a huge way.

Description of service product

Definition of 3G: 3G is the third generation of wireless technologies. It comes with enhancements over previous wireless technologies, like high-speed transmission, advanced multimedia access and global roaming. 3G is mostly used with mobile phones and handsets as a means to connect the phone to the Internet or other IP networks in order to make voice and video calls, to download and upload data and to surf the net. How 3G is better? 3G has the following enhancements over 2.5G and previous networks: Several times higher data speed; Enhanced audio and video streaming; Video-conferencing support; Web and WAP browsing at higher speeds; IPTV (TV through the Internet) support. 3G Technical Specifications: The transfer rate for 3G networks is between 128 and 144 kbps (kilobits per second) for devices that are moving fast and 384 kbps for slow ones(like for pedestrians). For fixed wireless LANs, the speed goes beyond 2 Mbps. 3G is a set of technologies and standards that include W-CDMA, WLAN and cellular radio, among others. 3G follows a pattern of G's that started in the early 1990's by the ITU. The pattern is actually a wireless initiative called the IMT-2000 (International Mobile Communications 2000). 3G therefore comes just after 2G and 2.5G, the second generation technologies. 2G technologies include, among others, the Global System for Mobile (GSM) - the famous mobile phone technology we use today. 2.5G brings standards that are midway between 2G and 3G, including the General Packet Radio Service (GPRS), Enhanced Data rates for GSM Evolution (EDGE), Universal Mobile Telecommunications System (UMTS) etc. What is required for using 3G? The first thing you require is a device (e.g. a mobile phone) that is 3G compatible. This is where the name 3G phone comes from - a phone that has 3G functionality; nothing to do with the number of cameras or the memory it has. An example is the iPhone 3G. 3G phones commonly have two cameras since the technology allows the user to have video calls, for which a user-facing camera is required for capturing him/her. Unlike with Wi-Fi which you can get for free in hotspots, you need to be subscribed to a service provider to get 3G network connectivity. We often call this kind of service a data plan or network plan.

Your device is connected to the 3G network through its SIM card (in the case of a mobile phone) or its 3G data card (which can be of different types: USB, PCMCIA etc.), which are both generally provided/sold by the service provider. Through that, you get connected to the Internet whenever you are within a 3G network. Even if you are not in one, you can still use 2G or 2.5G services provided by the service provider. What Does 3G Cost? 3G is not very cheap, but it is worthwhile for users that need connectivity on the move. Some providers offer it within a somewhat costly package, but most of them have plans where the user pays for the amount of data transferred. This is because the technology is packet-based. For example, there are service plans where there is a flat rate for the first Gigabyte of data transferred, and a per minute cost for each additional Megabyte. 3G and Voice: Wireless technologies are a way for mobile users to make free or cheap calls worldwide and save a lot of money due to the latest telephony applications and services. 3G networks have the advantage of being available on the move, unlike Wi-Fi, which is limited to a few meters around the emitting router. So, a user with a 3G phone and a 3G data plan is well-equipped for making free mobile calls. She will only have to download one of the free applications and install on her mobile phone and start making calls. Here are examples of mobile VoIP services.

7Ps
PRODUCT Pre-paid Post-paid Value Added Services (VAS) Features like chat, games, ringtones video clips etc. On-the-move information service. Black list callers. Social Products. The different value added services are Instant Balance Enquiry 24Hr recharge Facility Caller line identification Call divert, Call wait, video call & Call Hold Multimedia messaging service (MMS) Live Portal SMS based Information Service PRICE Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI. Monthly price plans are available. Rewards on the usage. PLACE Bharti Airtel is one of the leading alternative providers of telecommunications services in India, and among the top ten global carriers offering services in 17 other countries, particularly in Africa. Telecom service provider has wide and extensive presence even in the remotest areas. Telecom service provider has Customer Care Touch Points. Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc. Service providers now also have customer assistant stores like Vodafone store, idea showrooms etc. Customers are able to see and handle products they consider to buy. People are on hand to ensure customers needs are matched with the right product to explain the different options available.

PROMOTION Vodafone- Zoozoo Start its Promotion during the IPL season 2. To communicate the value added services. ZooZoos had low cost costumes, real people. 30 advertisements cost only Rs 3 Crores. 20-30 sec long. No celebrity endorser - No associated risks and costs. Airtel- My Airtel My Offer Do not disturb policy. It was also promoted to communicate the Value added service. To choose the best available product/service. Ambassadors are R. Madhavan and Vidya Balan. IDEA- What an idea sirji Idea of Participative Management. Two-way communication is encouraged between government and public. Mobile is a life-transforming tool for millions. It changes lives! Ambassador is Abhishek Bachchan PEOPLE Total depend on employees. Employee delight focuses. Dedicate and passionate workforce. Reward and Recognition. Focused on health and safety performance. Employee engagement. PROCESS Process for services is very easy and customer can avail it very easily. Each service provider has a customer support no. which can be dialed from anywhere in India. PHYSICAL EVEDANCE SIM cards, Recharge Vouchers. Service outlets. Digital TV services

7cs of 3G service
Corporation (and Competitor):
First thing in service is you got to know what your competitor does, what kind of services they offer and what are their strategies overall.

Commodity:
About the service your corporation is going to sell 3G service

Cost:
The pricing strategies of your product. i.e. premium price, low price etc.

Communication:
How you are going to promote the product, how you are going to engage your customers

Channel:
The media you are going to use to channel your promotions

Consumer:
The target customer to whom you are going to sell your product.

Circumstances:
The timing and the events that lead to the development of your product.