History of Airtel: Bharti Cellular launched cellular services 'AiRtEl in Delhi in

1995,Himachal Pradesh in 1997, Karnataka and Andhra Pradesh circles in 1999 In 1998, Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle and in the same year, Bharti Telecom and British Telecom formed a 51% : 49% joint venture In 2001, Bharti Cellular entered into a joint venture, Bharti Aqua net, with SingTel for establishing a submarine cable landing station at Chennai. In 2002, Bharti Cellular Ties up with Secondary School Certification Board, Hyderabad, where Bharti will announce SSC results to its customers on their mobile phones. In the same year,2002,ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs. Airtel provides SMS facilities to hearing impaired in Chennai(2003) In 2003, Airtel Subscribers exceed 3 million mark.

 Airtel

Connections Postpaid

Airtel

Connections Prepaid

Airtel

Data Cards

 Airtel Blackberry phones *On 19 October 2004 Airtel announced the launch of a Blackberry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele- Ventures Limited and Research In Motion (RIM).

 Airtel I Phones *As of 22 August 2008, the Apple iPhone 3G is available in India on Airtel.

 Airtel Digital TV
* On 9 October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a Direct-to-Home Television service.

ABOUT AIRTEL DIGITAL TV

Parent : Launch on : Headquarters : Area served : Key people : CEO : Brand Ambassador: Products : Website : Slogan : Present Situation : Subscribers : Bharti Airtel 9 Oct. 2008 Mumbai All over India Sunil Mittle Manoj Kohli Saif Ali Khan and Kreena Kapoor Direct broadcast satellite www.airtel.in/digitaltv Come Home to the Magic 21,000 outlets including ARC with1 mn subscriber 6.26 million as of 30 June 2011

Major Competitor
1.
2. 3.

DISH T.V. with 10 million subscriber

TATA SKY with 5.5 million subscriber BIG T.V . 1.5 million subscriber

Type Industry Founded Founder(s) Headquarters Area served Key people Revenue Operating income Profit Total assets Total equity Employees Subscribers (India) Subsidiaries Website

Public company Telecommunication 7 July 1995 Sunil Bharti Mittal New Delhi, India South Asia, Africa and the Channel Islands Sunil Bharti Mittal (Chairman) and (MD) US$9.290 billion(2010) $2.313 billion(2010) $2.079 billion(2010) $15.527 billion(2010) $9.491 billion(2010) 22,858 (June 2011) 171.85 million (Aug.11) Airtel Africa Airtel Digital TV airtel.in

 Companys VISION * To provide global telecom services and have delight customers.

Companys MISSION * Error- free service delivery * Innovative products and services * Cost efficiency * Unified Messaging Solutions * has a target of 180 million subscribers by 2011

Strengths:
Excellent Marketing. Good Plans and Services Wide customer base. Successful introduction of 3G. Tie ups with foreign companies to improve operations & to go global. Good brand equity. Good distribution network.

Opportunities:
Untapped rural market. Global market.

Threat:
Introduction of Mobile number portability (MNP). Price competition from Vodafone and Idea.

Weakness:
Improper customer service. Customer complaint rates are high according to TRAI. Improper implementation of Rebranding strategy.

The following table gives details regarding the subscriber base of each Mobile Service Provider in India as of Jan 2011
GSM Operator Bharti Airtel Vodafone IDEA Cellular BSNL Aircel Uninor Videocon MTNL Loop Mobile STel Etisalat DB (Cheer Mobile) All India Total Subscriber Base January 2011 155,796,598 127,364,342 84,289,641 83,591,015 51,831,796 20,305,550 6,011,233 5,152,831 3,062,120 2,514,777 4,52,574 564,246,151 Market Share 27.99% 22.88% 15.14% 15.02% 9.31% 3.65% 1.08% 0.93% 0.55% 0.45% 0.08% 100%

REBRANDING ANALYSIS

Reasons of Re-Branding:
To go Global. Strong consumer base over 200 million worldwide. Operating in 19 countries

CONCLUSION
Factors in favour:
Bharti Airtel has maintained its market share in telecom industry both in the rural as well as in urban and semi-urban areas and still they are No.1 in the telecom industry. Bharti Airtel has successfully introduced 3G through its wide distribution network, and they are trying to retain back their

customers through its products at the attractive prices.

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Contd..
Factors in against:
Bharti Airtels rebranding strategy was not as effective as it has to be, as customers are not getting familiar with the logo. Maximum customer complaints has resulted loss of 3.2lakh customers after introduction of MNP (Mobile Number Portability). 2G Spectrum scam has also affected the market share of Bharti Airtel.

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