INTRODUCTION ABOUT TELECOMMUNICATION

Telecommunication is the assisted transmission of signals over a

distance for the purpose of communication. In earlier times, this may have
involved the use of smoke signals, drums, semaphore, flags or heliograph.
In modern times, telecommunication typically involves the use of
electronic transmitters such as the telephone, television, radio or
computer. Early inventors in the field of telecommunication include
Alexander Graham Bell, Guglielmo Marconi and John Logie Baird.
Telecommunication is an important part of the world economy and the
telecommunication industry's contribution was estimated to be $1.2
trillion in 2006.

The word telecommunication was adapted from the French word

telecommunication. It is a compound of the Greek prefix tele- (τηλε-),
meaning 'far off', and the Latin communicare, meaning 'to share'.[1] The
French word télécommunication was coined in 1904 by French engineer
and novelist Édouard Estaunié.

When discussing any modern telecommunication system the

following elements are helpful to understand:

Basic elements: A basic telecommunication system consists of three

elements:

• a transmitter that takes information and converts it to a signal;

• a transmission medium that carries the signal; and,

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 • a receiver that receives the signal and converts it back into usable
information.

Definition of telecommunication:-

The following is the definition of telecommunication from the New

Oxford American Dictionary (in full and unedited):

Telecommunication

Communication over a distance by cable, telegraph, telephone, or

broadcasting.

• ( telecommunications) [Treated as sing. ] The branch of technology

concerned with such communication.
• Formal a message sent by such means.

ORIGIN 1930s: from French telecommunication, from télé- ‘at a distance’

+ communication ‘communication.’

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 INTRODUCTION ABOUT RETAILING:-
• Definition of retail:-
1. To sell in small quantities, as by the single yard, pound, gallon,
etc.; to sell directly to the consumer; as, to retail cloth or groceries.

2. To sell at second hand. -Pop.

3. To distribute in small portions or at second hand; to tell again or to

many (what has been told or done); to report; as, to retail slander. ``To
whom I will retail my conquest won.'' -Shak.

• Definition of retailing:-
Retailing is the set of business activity that adds value to the
products and services sold to consumers for their personal or family use
often people think of retailing only as the sale of products in stores. But
retailing also involves the sale of services: overnight, lodging a motel, a
doctor’s exam, a haircut, a videotape rental, or a home-delivered pizza.
Not all retailing is done in stores. Examples of non-store retailing are

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Internet sales of records album by CDNOW, the direct sales of cosmetics
by Mary Kay, and catalog sales by L.L. Bean and Patagonia.

• Scenario of Retailing in India:-

Retailing is the most active and attractive sector of last
decade. While the retailing industry itself has been present since ages in
our country, it is only the recent past that it has witnessed to much
dynamism. The emergence of retailing in India has more to do with the
increased purchasing power of buyer, especially post-liberalization,
increase in product variety, and increase in economics of scale, with the
aid of modern supply and distributions solution.

Indian retailing today is at interesting crossroad, the retail

sale are the highest point in history and new technologies are improving
retail productivity. Though there are many opportunities to start a new
retail business, retailers are facing numerous challenges.

Retailing in India is gradually inching its way toward becoming the

next boom industry. The whole concept of shopping has altered in term of
format and customer buying behavior, Ushering in a revaluation in
shopping in India. Modern Retail has entered India as scene in sprawling
shopping center, multi store malls and huge complexes offer shopping
Entertainment & food all under one roof.

India has topped the AT Kearney’s annual Global Retail

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Development Index (GRDI) for the third consecutive year, maintaining its
position as the most attractive market for retail investment. Modern retail
accounts for about 4 percent of the total retail market in India. This share
is expected to increase to abort 15-20 percent with the entry of a number
of corporate into the segment. Modern retail format have grown by 25-30
percent in India in the last year and could be worth US$ 175-200 billion
by 2016.

The Indian retail sector is at inflexion point where the growth of

organized retailing in growth consumption by the Indian population is
going to take a higher growth trajectory . The Indian population is
witnessing a significant changing its demographics. A large young
working population with median age of 24 years, nuclear families in urban
area, along with increasing working woman population & emerging
opportunity in the service sector are going to be the key growth drivers of
the organized retail sector in India.

Retail in India picked up in the 1980s, when the country started

to open its economy. Today, the Indian retail industry is evolving at a fast
pace. Potential Goldmine-India ranks first in the 2005 Global Retail
Development Index (GRDI) released by AT Kearney, and is rated the fifth
most attractive emerging retail market.
 At Kearny has projected India’s total retail market to
growth at a compounded 30 percent over the next five
years.

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 With the organized retail segment growing at 25-30 percent
p.a., revenues may triple from the current US$ 7.7 billion to
US$ 24 billion by 2010.
 The share of modern retail is likely to grow from its current
& 2 percent to 15-20 percent over the next decade, analysts
feel. No wonder a heavyweight like reliance is planning to
do a Wal-Mart in India.
 In the next few years, India will see at least two domestic
retail businesses attain the magic figure of US$ 218 million
in sales.
 Wal-Mart is moving a senior official from its headquarters
(US),to head its market research and business development
function pertaining to its retail plans in India.
 The New York based high-end fashion retailer Saks Fifth
Avenue has tied up with realty major DLF Properties to set
up shop in a mall in New Delhi.
 Mukesh Ambani has announced a separate company,
Reliance Retail Limited, which would be 100 percent
owned and would invest Rs. 25000 crore in the retail
business over the years. Stores will be set up in phase and
around 1600 stores will be placed by 2010.
 Internet retailing will thrive in the coming decade.
 Several 24-hour retail stores would emerge to cater to
consumer.

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 • Fast Facts:-
Current Status Expected Growth
Overall retail growth Rs.5,88,000 crore Rs.14,79,000 crore
Growth in organized Rs.5,000crore Rs.1,60,000 crore
retail
Booming sector Food & Grocery Food & Grocery,
Apparel
Employment Trends 21 Million Increase by 8 million

RETAIL PHILOSOPHY:- “ By the people, For the people and Of the

people.”
Retailing involves selling products and services to consumer
for their individual or family use. As the final link between consumer
and manufacturers, Retailers are a vital part of the business world.
Retailers add value to products by making it easier for manufactures to
sell and consumers to buy.

THE INDIAN RETAIL SECTOR CAN BE BROADLY

CLASSIFIED INTO:

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 Food retailer

Clothing & Healthy &

Footwear Beasty Products

Indian Retail Sector

Technological Durable
Goods Goods

Leisure &
Home Furniture Personal
& Household Goods
Goods

HISTORY OF ‘THE MOBILE STORE’:

About The Mobile Store:-

Mr. Rajiv Agarwal, CEO

and Director, The Mobile Store Limited,
heads India's first countrywide chain of
telecom retail outlets. "The Mobile Store" is
an Essar Group venture, set to introduce a
pan-Indian network of retail telecom outlets.

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The Mobile Store offers a world class shopping environment, with state of
the art technology.

The Mobile Store format is a one stop mobile solution shop

that provides, multi brand handsets, accessories, connections, repairs,
VAS etc all under one roof.

The Mobile Store currently has more than 1050 outlets and
the vision is to have a network of 2500 stores by 2010 across 650 cities,
thus covering virtually every major town in every state across India.

The Mobile Store outlets are in three formats: Large - 1000-

1500 square feet, Medium- 800-1000 square feet and Corner-150-200
square feet, with smaller formats located primarily in large malls.

Key thrust areas for the retail format are: Comprehensive

Product Range, Knowledgeable Store Staff & Interactive Environment,
Competitive Prices and Handset Repairs.

The Mobile Store caters to the Indian consumer's choice of

the widest and most comprehensive range of mobile phones with special
offers from all the key brands available across the globe. The Mobile
Store offers complete telecom solutions right from handset purchase to the
choice of service operator and miscellaneous services like monthly bill
collections etc., the stores also offer connections (prepaid and postpaid),
accessories and VAS including the latest ring tones, wallpapers and

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gaming and prompt after sales service, available not only in the city of
purchase but in all The Mobile Store outlets across the country.

The Mobile Store has

undertaken an extensive training
program to equip all its
employees with in-depth
knowledge of the products and
brands available at the store,
thereby allowing them to provide
the right kind of guidance to the customer.

The Mobile Store has categorized its mobile device offerings into
consumer segments keeping in mind the profiles and needs of different
consumers. The unique segments available in The Mobile Store The
Mobile Store are: Business - PDA & Smart phones, Emails, data transfer
etc., Lifestyle - Fashion phones, Look and elegance, Fun - Multimedia &
music, camera, games, wacky ring tones and wallpapers, Value for Money
- Special offers, discounts and budget phones.

All major handset brands like Nokia, Sony Ericsson, LG,

Samsung, Motorola, Fly, Sagem, HP, iMate, Dopod, HTC and Blackberry
are available at the store. The Mobile Store has also tied up with all
leading operators including Airtel, Vodafone, BPL, Idea, MTNL/BSNL
and Reliance, Tata Indicom.

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All major handset brands like
Nokia, Sony Ericsson, LG,
Samsung, Motorola, Fly, Sagem,
HP, iMate, Dopod, HTC and
Blackberry are available at the
store. The Mobile Store has also
tied up with all leading operators
including Airtel, Vodafone, BPL, Idea, MTNL/BSNL and Reliance, Tata
Indicom.

The Objective of ‘The Mobile Store’:-

• The brand values:-

Here’s the Brand Values and some of the ways that deliver these
values by The Mobile Store are:-

• Trustworthy/Credible:-

We will be always clear, transparent and honest. Keep

promises and be honest. (we will not try to maximize own
profit at customer’s cost)

• Curious/Inquisitive:-

Our store will be a place where questions are answered. We

will solve difficult problems and help in taking a purchase
decision. We will not try to be a preacher.

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 • Fun:-

The customer’s experience of shopping at our store will be

mixed with an ambience of fun. It will also be a great place
for our people to work.

• Value for Money:-

We will provide more value for same price or lesser price.

Our pricing will be competitive. We will drive offers and
deals to our customers.

Target Audience:-

- 8-45 years
- Mass Market-Functionality & aspiration driven
- Value for money, deal seekers
- Mobile is a way of life, an integral part of their lives-
personal and professional
- Has tested new age retailing

“Youth form the core within this audience”

• Brand Benefits:-

Get more:-

o Widest variety

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 o Best value/Deals of mobile products & services + After Sales
Service & Support.

Explore more:-Getting to learn how to make the most of the mobile.

Do more:-Value added service like photo printing, gaming, downloads.

Availability:- My neighborhood store.

• Understand basic human needs:-

• Need to understand
• Need to feel welcome
• Need to feel important
• Need for comfort
• Need for quality
• Displaying Customer Srevice Attitude:-

• Trained staff
• Using Positive Language
• Go an extra mile

• Exceeding Customer Expectations:-

• Promises of quality product, process & service

• Tariff & after sales service
• Discounts & Schemes.

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 COMPANY PROFILE

 COMPANY NAME:- ‘THE MOBILE STORE’

-powered by ESSAR & VIGIN.

 COMPANY LOGO:-

 COMPANY PUNCHLINE:- “one stop mobile solution shop”.

 TOTAL EMPLOY STENGTH:- 4000 employs.

 PRODUCT/SERVICE:-
• Mobile Phones,
• Mobile Connections,
• Mobile Accessories,
• Music & Gaming Devices,
• Mobile Repairs,

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 • Value Added Services.

 CHIEF EXECUTIVE OFFICER:- Mr. Rajiv Agarwal

 MANAGING DIRECTOR:- Mr. Rajiv Agarwal

 NETWORK:- 1050 outlets,650 cities

Product & Service at TheMobile Store:-

 Mobile Phones
 BenQ
 Blackberry
 Bleu
 Cool Pad
 Dopod
 Fly
 HP
 HTC
 iMate
 LG
 Motorola
 Nokia
 O2
 Palm
 Porsche

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 Samsung
 Sony Ericsson
 Spice
 Tata Indicom CDMA
 Virgin Mobile CDMA

 Mobile Accessories
 Car Accessories
 Data Devices
 Headsets
 Other
 Power

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 Handset Repairs
 About repairs
 Mobile Phone Tips
 Repairs & Services

CUSTOMER RELATIONSHIP MANAGEMENT

(CRM) refers to the methodologies and tools that help businesses manage
customer relationships in an organized way. Customer relationship
management (CRM) are methods that companies use to interact with
customers. The methods include employee training and special purpose
CRM software. There is an emphasis on handling incoming customer
phone calls and email, although the information collected by CRM

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software may also be used for promotion, and surveys such as those
polling customer satisfaction. Customer Relationship Management (CRM)
is an information industry term for methodologies, software, and usually
Internet capabilities that help an enterprise manage customer relationships
in an organized and efficient manner. Those aspects of a business strategy
which relate to techniques and methods for attracting and retaining
customers. CRM is the common terminology used to describe the
managing of prospects all the way through the entire sales process. CRM
is often an entire data system that can either be manipulated manually,
such as an index card system or a computer automated system. There is
specially designed software for customer Information-technology enabled
strategy aimed at identifying, targeting, acquiring, and retaining the best
mix of customers. CRM helps in profiling prospects, understanding their
needs, and in building relationships with them by providing the most-
suitable products and a very high level of customer service. It is a strategy
used to learn more about customers' needs and behaviors in order to
develop stronger relationships with them. Good customer relationships are
at the heart of business success. There are many technological components
to CRM, but thinking about CRM in primarily technological terms is a
mistake. The more useful way to think about CRM is as a strategic
process that will help you better understand your customers’ needs and
how you can meet those needs and enhance your bottom line at the same
time. This strategy depends on bringing together lots of pieces of
information about customers and market trends so you can sell and market
your products and services more effectively. Stands for "Customer

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Relationship Management." This is a business term that started
somewhere in the deep abyss of the IT (Information Technology) world.
CRM refers to solutions and strategies for managing businesses'
relationships with customers. (I suppose that's why they call it customer
relationship management). With the advent of Web retailing, companies
have found it hard to develop relationships with customers since the e-
commerce interface is so impersonal. After all, don't you miss the firm
handshake and sparkling smile of the salesperson who just sold you the
most expensive computer system in the store? Well, whether or not you
miss the personal experience of the retail store, the goal of CRM is to give
you that feeling when you buy products over the Internet. When it comes
to CRM, customer service is the number one priority. Yes, all companies
seem to make that claim, but when online businesses create CRM models,
CRM entails all aspects of interaction a company has with its customer,
whether it be sales or service related. Computerization has changed the
way companies are approaching their CRM strategies because it has also
changed consumer buying behavior.

CRM AT THE MOBILE STORE:

1. CUSTOMER LOYALTY:

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  They send sms to their customers where in there is a secret coupon
no. in that sms with the help of which they can get discount of
certain amount.
 They also organize various events & shows where they promote
their store with the help of Rolls Royce Car.
 They also give special coupons where customers can avail discount
on their next purchase in the mobile store.
 They try to give new offers to their customers. For e.g . recenty they
have offered movie card where in customers were getting free
couple movie tickets every month for one year.

2. SUCCESS FACTORS
 There main strength is there software which they are are using i.e.
JDA & WINDSS
 They keep the track of each & every transaction that happens in the
store.
 This helps in avoiding malpractises at the store.

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 SUGGESTIONS

(1) The company should professionalize its staff. Somehow the

customers have occasionally suggested this.
(2) The company should try to maintain the stock of mobile
phones properly because the customer has to go without the
product when they arrive at the store.
(3) Customers are more price conscious rather than the feature
conscious, so that they should need moderate price.
(4) THE MOBILE STORE should try to put more emphasis on
the promotion by taking more exercise on print advertisement
and try to aware more & more people about their services.
For that they arrange “Road Show” in posed area and aware
the customer through newspaper, television & through other
media.
(5) The “THE MOBILE STORE” has to provide the more &
more attractive scheme for attract the customer toward TMS
by provide free repair & servicing scheme of mobile
instrument for few days and company should try to provide
exchange offer of the mobile phone.
(6) Majority THE MOBILE STORE suffering from the
problems of After Sales Service, thus I suggest him to try
provide more after sales service by providing home delivery
and establish more authorized service centers in Surat city.

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(7) According to my point of view, in today’s competitive
market company should analyze strategy of other retail store
before making our strategy.

BIBLIOGRAPHY
www.google.com
www.themobilestore.in
www.books.google.in
www.wikipedia.com

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