PART-A

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INTRODUCTION TO THE COMPANY

HISTORY OF BHARTI
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, or promotin! telecommunications ser"ices# Bharti Tele-Ventures recei"ed certi icate or commencement o business on January 1$, 199%# The Company was initially ormed as a wholly-owned subsidiary o Bharti Telecom &imited# The chronolo!y o e"ents since Bharti Tele-Ventures was incorporated in 1995 is as ollows' Calendar year ( )"ents 1995 - Bharti Cellular launched cellular ser"ices*AirTel*in +elhi 199% - ,T)T -nternational .etherlands .V, or ,T)T, a company promoted by Telecom -talia, -taly ac/uired a 012 e/uity interest in Bharti Tele-Ventures - Bharti Telenet launched cellular ser"ices in 3imachal 4radesh 1997 - British Telecom ac/uired a 01#152 e/uity interest in Bharti Cellular - Bharti Telenet obtained a license or pro"idin! i5ed-line ser"ice in 6adhya 4radesh circle - Bharti Telecom and British Telecom ormed a 512 ' 792 8oint "enture Bharti BT, or pro"idin! V,AT ser"ices

199$ - Bharti Telecom and British Telecom ormed a 512 ' 792 8oint "enture, Bharti BT -nternet or pro"idin! -nternet ser"ices

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- 9irst -ndian pri"ate i5ed-line ser"ices launched in -ndore in the 6adhya 4radesh circle on June 7, 199$ by Bharti Telenet thereby endin! i5ed-line ser"ices monopoly o +oT :now B,.&; 1999 - <arbur! 4incus :throu!h its in"estment company Brentwood -n"estment 3oldin!s &imited; ac/uired a 19#152 e/uity interest in Bharti Tele-Ventures

- Bharti Tele-Ventures :by ac/uirin! a %=#752 e/uity interest in ,C Cellular 3oldin!s; ac/uired an e ecti"e =0#=%2 e/uity interest in Bharti 6obile : ormerly JT 6obiles;, the cellular ser"ices pro"ider in >arnata?a and Andhra 4radesh circles

- .ew @or? &i e -nsurance 9und, or .@&-9, ac/uired a =2 e/uity interest in Bharti Cellular

0111

- Bharti Tele-Ventures ac/uired an e ecti"e e/uity interest o 71#52 in Bharti 6obinet : ormerly ,?ycell Communications;, the cellular ser"ices pro"ider in Chennai

- Bharti Tele-Ventures ac/uired a =1#02 e/uity interest o Telecom -talia in Bharti Telenet and 1$#$2 rom Bharti Telecom thereby ma?in! Bharti Telenet a 1112 subsidiary o Bharti Tele-Ventures

- ,in!Tel :throu!h its in"estment company 4astel &imited; ac/uired ,T)T*s 15#=2 e/uity interest in Bharti Tele-Ventures

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- Bharti Tele-Ventures ac/uired an additional e ecti"e 71#%72 e/uity interest in Bharti 6obile :by ac/uirin! the remainin! =%#552 e/uity interest in ,C Cellular; resultin! in Bharti Tele-Ventures holdin! an e ecti"e 772 e/uity interest in Bharti 6obile#

0111

- Bharti Tele-Ventures ac/uired .@&-9*s =2 e/uity interest in Bharti Cellular

- Bharti Telesonic entered into a 8oint "enture, Bharti A/uanet, with ,in!Tel or establishin! a submarine cable landin! station at Chennai

- Bharti Tele-Ventures issued additional e/uity or appro5imately A,B 7$1#=1 million to ,in!Tel, <arbur! 4incus, A-9 !roup, -9C, .@&-9, and ,ee8ay Cellular and Bharti Telecom

- Bharti Cellular ac/uired a 1112 e/uity interest in Bharti 6obitel : ormerly ,pice Cell ;, the cellular ser"ices pro"ider in >ol?ata

- Bharti Tele-Ventures ac/uired $52 and 152 in Bharti Telespatial rom Bharti Telecom and -ntel, respecti"ely

- Bharti Tele-Ventures ac/uired a 772 e/uity interest in Bharti Cellular rom British Telecom, thereby ma?in! Bharti Cellular its 1112 subsidiary

- Bharti Tele-Ventures ac/uired an additional 792 e/uity interest in Bharti 6obinet rom 6illicom -nternational and Bell,outh

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-nternational, thereby ownin! $9#52 e/uity interest in Bharti 6obinet, which was urther increased to 95#=2 ollowin! an issuance o additional e/uity shares by way o ri!hts issue

- 4un8ab license restored to Bharti 6obile by the +oT and mi!ration to .T4 - 1999 accepted

- Bharti Cellular entered into license a!reements to pro"ide cellular ser"ices in ei!ht new circles ollowin! the ourth operator cellular license biddin! process

- Bharti Telenet entered into license a!reements to pro"ide i5ed-line ser"ices in the 3aryana, +elhi, Tamil .adu and >arnata?a circles

- Bharti Telesonic entered into a license a!reement with the +oT to pro"ide national lon! distance ser"ices across -ndia

- Bharti A/uanet, Bharti Telesonic and Bharti Cellular entered into license a!reements with the +oT to pro"ide -,4 ser"ices in -ndia

- Bharti Telesonic launched national lon! distance ser"ices under the brand name o -ndiaCne

- Bharti Telenet launched i5ed line ser"ices in 3aryana under the brand name o TouchTel#

0110

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- Comes out with issue o 1$#5= crore e/uity shares throu!h boo? buildin! route with a loor price o Ds 75 per share, recei"ed bid or 1$#55 crore shares# Throu!h the issue, it becomes the irst company in -ndia to come out with 1112 boo? buildin! issue

--ssue price i5ed at Ds 75 per share, loor price i5ed by the company# Daises Ds $=7 crore

-,hares listed on B,), .,) and +,), opens at 112 premium to its issue price o Ds 75

-)nters into a 5-year a!reement with )scotel and )T& o the )scorts !roup to contract leased line connecti"ity or its cellular operations

-6r# Da"i A?houry ceases to be +irector o Bharti Tele

-+oT !rants -&+ Telephony &icense to Bharti Telesonic, subsidiary o the company

-,i!ns 6oA with Telia AB to buy out their 0%2 sta?e in Bharti 6obile

-Ties up with ,,C :,econdary ,chool Certi ication; Board, 3yderabad, where Bharti will announce ,,C results to its customers on their mobile phones

--C-C- Ban? ties up with Bharti or pre-paid mobile cards "ia AT6s

-Bharti orays into 6umbai with o ers

-Alpine -nternational &td# and )&6 -nternational &td# ac/uire shares o Bharti Tele-Ventures

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-,unil 6ittal, Chairman ( 6ana!in! +irector o the company, ba!s Businessman o the year award by Business -ndia

011=

-Airtel brea?s interconnecti"ity with Tata Teleser"ices in Andhra 4radesh Circle

-Company accorded its appro"al or amal!amation o its subsidiary companies "iE' Bharti Telenet &td, Bharti Telesonic &td, Bharti Broadband .etwor?s &td and Bharti Comtel &td throu!h scheme o Amal!amation# The mer!ed entity would be renamed as Bharti -n otel &td

-Air Tel launches &ocal direct diallin! acility in Chennai circle

-6obilises 5 m lon! term orei!n currency borrowin!s or e5pansion o cellular operations

-Bharti Cellular un"eils CareTouch ser"ice

-Bharti Froup*s cellular brand Airtel has un"eiled ree multimedia messa!in! ser"ices :66,; or its customers# The company has also rolled out pan--ndia F4D, :Feneral 4ac?et Dadio ,er"ices; or its corporate subscribers

-&aunches its G-ndiaCne 6eetHpress* audio-con erencin! ser"ice

-4un8ab, 3aryana !et ree incomin! calls rom Airtel

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-AirTel pro"ides ,6, acilities to hearin! impaired in Chennai

-Foa, 6aharashtra !ets *"oice portal* ser"ices by Bharti Cellular

-&aunches ree additional connection to its new subscribers in .ew +elhi

-6r ,in 3an! Boon and 6r <on! 3un! >him ha"e resi!ned rom the Board o +irectors o Bharti Tele Ventures &td with e ect rom 9ebruary 07, 011=#

-Airtel pro"ides ,6, cric?et updates

-Bharti 6obinet &td, the Bharti !roup company that pro"ides the AirTel mobile ser"ice in Chennai, today launched its F4D, :Feneral 4ac?et Dadio ,er"ice; networ? and an 66, :multi-media messa!in!; on the F4D, plat orm

-AirTel un"eils new rin! tones or ?arnata?a cellular mar?et

-AirTel ,ubscribers e5ceed = million mar?

-AirTel un"eils DA+ system

-6r 4 6 ,inha resi!ns rom the Board o +irectors o the Company with e ect rom 6arch =1, 011=#

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-Bharti TeleVentures announces the completion o mer!er with Bharti 6obitel

-Bharti 6obitel &td# mer!ed with Bharti Cellular &td#

-AirTel reintroduces *6obile 0 6obile* o er or >arnata?a customers

-AirTel, Touchtel 8ointly o er reeTouchtel land line or post-paid Airtel connection

-AirTel rolls out "oice mail ser"ice or pre-paid customers

-AirTel un"eils new scheme or pre-paid customers !i"in! away ree tal? time worth Ds 11 crore

-Airtel surpasses 7 la?h subscriber base in >arnata?a

-Bharti announces new tari plan AirTel 110

-C ers 1-1-0, a new cellular pac?a!e or the customers, which means Eero char!es on incomin! calls, De 1 on mobile-to-mobile out!oin! calls, Ds 0 on mobile-to-mobile ,T+ calls

-Dolls out Airtel messen!er ser"ice

-AirTel o ers bundled handset, connection pac?a!e or Ds 5715

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-Airtel slashes ,6, rates to %1 paiseI e5cludes +elhi and 6umbai

-Bharti cellular, wholly owned subsidiary o Bharti Tele-Ventures, increases its sta?e to 1112 in Bharti 6obile

--in?s distribution pact with 3athway Cable# <ith this alliance, Bharti is said to be the irst telecom irm to step into tele"ision distribution ser"ices

-,i5 cell operators mo"e o"er rom Bharti to V,.&

-Airtel au!ments cellular co"era!e in T. by includin! Arcot ( <ala8apet in its networ?

-Airtel ties up with Co?e in Chennai to sell its 6a!ic prepaid cards

-AirTel embar?s on networ? e5pansion in 3yderabad

-Airtel un"eils -ndiaCne &on! +istance Callin! Card

-AirTel introduces uni ied tari pac?a!e in T., Chennai

-Airtel becomes ront runner in >arnata?a*s mobile ser"ices mar?et

-Bharti Tele launches *Always on* ser"ice to its subscribers

-,B-, AirTel announce )6- o er at Ds 099

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-Bharti and 6TV 8oin hands to launch new ,-6 card

-AirTel un"eils new post-paid scheme at Eero rental

-AirTel launches G3appy 4lan* in A4

-Airtel emer!es as the hi!hest sellin! pre-paid card

-Airtel 8oin hands with Alcatel ( Videocon to launch new scheme

-AirTel ser"ice pro"ider touches 5 la?h customers in 4un8ab

-Airtel o ers 5 new ser"ices or its customers in 6umbai

-Bharti launches irst dual band networ? in +elhi

-Fets 17th place amon! top 05 Cos in -ndia

-Bharti 6obile crosses 7 la?h mobile subscribers in A4

-Airtel holds top position in terms o dealer penetration

-4ro # V , Da8u has been inducted on the Board o +irectors o the Company#

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-Touchtel launches ,6, ser"ice in i5ed line phones in >arnal, 4anipat

-AitTel un"eils special o ers in >erala

-AirTel launches -nno<est or the western re!ion

-Bharti Tele-Ventures enters into an a!reement with Telesystem :6auritius; 4"t# &td

-Airtel slashes out !oin! sms price to =1ps

- AirTel on +ecember 1%, 011= announced the launch o e5pense trac?er ser"ice, which pro"ides customers the option o trac?in! their day-to-day e5penses on a daily or monthly basis# To a"ail o this ser"ice, the customer should re!ister himsel by sendin! )H4 D)F @our mail -+J!tK to =101# This ser"ice will allow a user to trac? e5penses, while on the mo"e by sendin! an ,6,# )ach ,6, sent to =101 would cost Ds =#

-AirTel introduces 6TV Club Card in Chennai

0117

-Bharti un"eils new card or 6ecca pili!rims

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-AirTel enrolls 51,111 customers in its mobile ser"ice in %1 days

-&aunches <A4 enabled portal ,er"ice in >erala

- Bharti Cellular*s AirTel has e5tended its mobile connecti"ity to >arai??al, .a!ur, 6annar!udi and >o"ilpalayam in Tamil .adu circle#

-Airtel customer base touches new hi!h o 5 la?h mar? in Andhra 4radesh

- 6obile ser"ice pro"ider AirTel is launchin! its irst e"er 66, :6ulti 6edia ser"ice; downloads in Tamil# The launch o this ser"ice has been timed to coincide with 4on!al#

-AirTel tie up with 6AA TV

-Airtel launches Ds 51 pre-paids rechar!e

-AirTel launched a amily pac? or its post-paid customers in Chennai on January 09# Accordin! to a press release, the amily pac? may ha"e a ma5imum o 11 members spread across the country# The combined basic plan i5ed char!esLrental o all amily members in the pac? will ha"e to be e/ual to Ds 751 but less than Ds 1111 or the amily 751 pac? and abo"e Ds 1111 or the amily 1111 pac?# The o erin!s under amily pac? 751 include 15 ree mobile to mobile ,T+ minutes within the amily, 51 ree local callin! minutes to each amily member, calls within the amily in same circle at 51 paise per minute, 05 ree local ,6, and one subscription alert ser"ice ree or = months#

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-Bharti Tele-Ventures enters into a three year ser"ice a!reement with )ricsson

-Bharti Tele-Ventures :BTV&; has si!ned and recei"ed uni ied access ser"ice licence to pro"ide F,6 ser"ices in i"e circles includin! Attar 4radesh :)ast;, <est Ben!al ( Andaman .icobar, Crissa, Bihar and Jammu ( >ashmir# The licence has been !ranted to Bharti Cellular &td :BC&;, the cellular arm and subsidiary o BTV&#

-Airtel announces the si!nin! o the irst-e"er bilateral roamin! a!reement between an -ndian mobile ser"ice pro"ider and its counterpart in 4a?istan# This acility will be a"ailable to pre-paid as well as post-paid customers# AirTel*s roamin! a!reement is with 6obilin?, the only F,6 cellular ser"ice pro"ider in 4a?istan

-Ac/uires switchin! systems rom Te?elec that will !i"e a technolo!ical ed!e to the company

-Bharti Tele-Ventures &td si!ned an in ormation technolo!y outsourcin! deal with in otech ma8or -B6, estimated to be in the ran!e o 1-751 million or a ten-year period#

-Jayant >hosla, new chie e5ecuti"e o icer, 6umbai

-,i!ns 6oA to 8oin the ,outh )ast Asia - 6iddle )ast - <estern )urope 7 :,)A-6)-<)-7; consortium alon! with 15 other !lobal telecom operators#

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-Bharti Tele-Ventures has struc? a deal with ,hyam Telecom to buy out the latter*s %7#5 per cent sta?e in cellular ser"ices company 3e5acom or Ds 7=1 crore#

-Bharti Tele !arners 1 m "ia 9CCBs

- ,amsun! -ndia )lectronics &imited has tied up with cellular operator Bharti or bundlin! its mobile handsets with a connection#

-The Bharti !roup

inalised a Ds 511-crore deal to share its national lon!-distance :,T+;

networ? with V,.& in a irst-o -its-?ind accord between two top telecom ser"ice pro"iders in a bid to optimise capacities in the .&+ se!ment#

- -nternet !ateway and ser"ices pro"ider, Videsh ,anchar .i!am &td# :V,.&; has si!ned a Di!ht to Ase :DoA; a!reement to deploy mobile telephony ma8or, Bharti Tele-Ventures* e5istin! .ational &on! +istance :.&+; bac?bone#

-Airtel o ers tal?time trans er ser"ice

-Airtel has announced money-bac? !uarantee o er in case o call drop or poor networ? e5perience or its subscribers

-Bharti launches 0-in-1 card

-- Airtel launched two-way international roamin! and F4D, or prepaid customers in the 6aharshtra and Foa circles

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--ndia*s leadin! cellular company Bharti Tele-Ventures has ba!!ed the Asian 6obile.ews operator o the year award in -ndia and the subcontinent

-Bharti Tele-Ventures &td has awarded a million e/uipment contract to ,wedish telecoms company )ricsson

-Bharti Tele"entures announced ormation o a new strate!ic business unit to o er "arious telecom and -T ser"ices throu!h a sin!le contact

-Bharti Tele"entures un"eiled a mobile portal eaturin! sports, entertainment and news amon! others

-Airtel ties up with 6icro Tech to set up *6cops* "ehicle security system

-Bharti Tele-Venture on July 19 launched rin! bac? tone ser"ice which is a personaliEed mobile music ser"ice where the caller hears son!s and other sound clips instead o the traditional switchboard rin!-rin! tone

-Airtel, a pri"ate telecom ser"ices pro"ider, has commissioned its irst 0757 customer ser"ice centre in Andhra 4radesh

-Airtel un"eils Ds 199 pre paid card

-AirTel 8oin hands with .6-6, to o er e5ecuti"e 6BA pro!ramme

- 1% -

-AirTel introduces new scheme or hearin! impaired in 6aharashtra ( Foa

-AirTel in?s pact with J4 6obile

- Dolls out )nhanced +ata Date or Flobal )"olution :)+F); networ? in 4une on ,eptember 9, 0117, Ties up with .o?ia or sale o .o?ia %0=1, an )+F)-enabled handset#

-AirTel un"eils irst "irtual callin! cards in -ndia

-BTV& rolls out )+F) ser"ices in Ban!alore

-Airtel rolls out 9ull Tal?time Ad"anta!e card

-Airtel rolls out wi- i ser"ices in 6umbai

-BTV& launches new *Airtel Broadband 9riendly C er*

-Airtel launches F4D, ser"ices or pre-paid customers

-Airtel partners with -T4C to set up <i-9i networ? in +elhi

-Airtel launches )+F) ser"ices and a new pre-paid plan or Chennai

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-Airtel introduces &A, in >arnata?a

0115

-Airtel launches "ideo ser"ices or its F4D, customers on 9ebruary 00, 0115

-Airtel un"eils new TV ad eaturin! ,achin, ,haru?h

-Bharti Tele-Ventures launches telecom networ? in Andaman ( .icobar

-BTV& un"eil i5ed line, broadband ser"ices

-Bharti in?s 5-m deal with .o?ia or rural networ? e5pansion

-Bharti Tele Ventures &td has announced that Airtel, -C-C- Ban? ( V-,A ha"e 8oined hands to launch mCh/ - a re"olutionary new ser"ice - a credit card on the mobile phone

-Bharti Tele Ventures - Airtel introduces Blac?Berry Connect in -ndia

-Bharti Tele Ventures announces a!reement with Voda one

-Airtel un"eils * ree li!ht* o er

-Airtel un"eils starter pac?

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-Bharti Tele-Ventures launches under sea cable system

011%

-Airtel un"eils De 1 ,T+ plans

-Airtel launches .etHpert#

-Airtel launches 4ost04re rechar!in! ser"ice on April 17,011%#

-Airtel sets up customer centre

-6obile ser"ice pro"ider Airtel today announced the launch o G,a"e 6y 4hone Contact* ser"ice or its pre-paid and post-paid customers in +elhi

-Bharti Tele Ventures ba!s *<ireless ,er"ice 4ro"ider o the @ear* ( *Competiti"e ,er"ice 4ro"ider o the @ear* awards

-,unil 6ittal ba!s C)C o the @ear award

-Cellebrum 8oin hands with Airtel

-Airtel 6e!a un"eiled in Coimbatore

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-Airtel 8oins hand with 6icroso t

-Bharti Airtel &td has in ormed that 6icroso t and the Company announced a strate!ic partnership that will o er a ran!e o so tware and ser"ices or small and medium businesses :,6Bs; in -ndia#

-Bharti Airtel &td on .o" $, announced a irst-o -its-?ind alliance with the Adani Froup or establishin! an end-to-end modern telecommunication networ? in rastructure or the latter*s multi-sector special economic Eone :,)M;, located near 6undra 4ort in >utch district o Fu8arat#

0117

-Bharti Airtel, telecom ma8or, has come out with a slew o initiati"es includin! buyin! out ,in!Tel*s 51 per cent sta?e in 8oint "enture under sea cable company .etwor? i0i or 1 million#

-Bharti Airtel on 9eb 11, has been awarded NC--+& ,hah .ational Award on )conomics o Nuality#

-Bharti Airtel &td has announced the ollowin! chan!es in the operational leadership structure and roles in the Company e ecti"e April 11, 0117#

-Bharti Airtel &td on April 11, 0117, has announced the reduction in -nternational &on! +istance Tari s :-,+; or all its mobile customers in -ndia#

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-Airtel si!ns a!reement with 3TC or touch screen mobile#

011$

- .o?ia ,iemens .etwor?s on Jan = declared that it has been awarded a multi million euro contract rom Bharti Airtel &td or deployment o a sin!le interacti"e "oice response :-VD; plat orm across 0= circles# The three-year turn?ey contract comprises desi!nin!, plannin!, systems inte!ration and optimisation ser"ices to raise o"erall customer e5perience# The new -VD solution will enable Airtel to deli"er ser"ices such as "oice ,6,, tele"otin!, call mana!ement ser"ices, caller rin! bac? tone and "oice portal on a aster time-to-mar?et basis and, there ore, reduce C4)H costs#

- Bharti Airtel &td on 9ebruary 1=, 011$ has announced that it hasachie"ed the %1 million customer mar?# This landmar? has catapulted Bharti Airtel into the club o top mobile operators in the world in terms o subscriber base# The %1 million customer base co"ers mobile as well as i5ed line and broadband customers#

- Bharti Airtel tied up with A,-based Apple -nc to brin! the popular F,6-based i4hone in the country#

- Bharti Airtel &td has or!ed a technolo!y alliance with -n osys Technolo!ies &td to launch its +irect-to-3ome :+T3; tele"ision ser"ices# -n osys, throu!h its di!ital con"er!ence plat orm, will o er a suite o products includin! de"ices, application ser"ers and interacti"e applications or Airtel*s +T3 ser"ices#

- 01 -

0119

- Bharti Airtel 3A, si!ned a i"e-year mana!ed ser"ices deal "alued at 1 million with Alcatel &ucent or its i5ed-line and broadband operations#

- Bharti Airtel launched the *Airtel Ad"anta!e* initiati"e# The initiati"e is aimed at o erin! the added ad"anta!e to Airtel customers to be in touch with each other at an a ordable rate o 51 paise per minute, be it a national lon! distance call :,T+; or a local call#

- -n order to create products and ser"ices or the small, medium and lar!e enterprises, Bharti Airtel and Cisco announced a strate!ic business alliance# The alliance would combine the stren!ths o Airtel*s networ? ser"ice and Cisco* -nternet 4rotocol :-4; technolo!ies#

- Bharti Airtel - Airtel and mChe? announce milestone o Cne 6illion usersI introduce a broad ran!e o new mCommerce ser"ices#

0111

- Bharti Airtel submitted its bid or =F spectrum, the auction or which starts rom April 9#

- Bharti Airtel has partnered with A,-based so tware ma?er V6ware -nc# -t has done this in order to ocus on the cloud-based mana!ed computer ser"ices mar?et#

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- Bharti Airtel, -ndia*s .o#1 cellular carrier has won broadband spectrum in our circles# )arlier, Bharti has said that it had tied up the entire inancin! re/uirement o #= bn or the planned buy, throu!h a series o ban?s#

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TELECOM HISTORY SINCE 1842 TILL NOW

<ith the dramatic chan!es in interpersonal communication o"er the past decade, -nternet messa!in! has emer!ed as the primary medium or trans errin! in ormation /uic?ly, ine5pensi"ely, and reliably# 3owe"er, the !rowin! popularity o wireless telephones has added another dimension to the communications e/uationOmobility# As more -ndians rely on cellular communication, this mar?et is e5pected to see e5plosi"e !rowth o"er the orecast period# &etPs ha"e a re"iew o telecommunication 3istory'-

TELECOM HISTORY
1$70' <ireless by conduction 1$7=' )arly electroma!netic research, wireless by induction 1$%5' -nduction and +r# &oomis Early radi di!" #$ri$! 1$79' +#)# 3u!hes and the irst radio-telephone reception 1$$1' The photo phone and the irst "oice radio-telephone call 1$$1 to 1911' Dadio de"elopment be!ins in earnest 1911' The irst car-telephone 1907' The irst car-mounted radio-telephone 19=7' )arly con"entional radio-telephone de"elopment

T%$ & d$r' $ra ($)i'! 197%' The irst commercial American radio-telephone ser"ice 1977' Cellular systems irst discussed
- 07 -

197$' The irst automatic radio telephone ser"ice 19%9' The irst cellular radio system 197=' The 9ather o the cell phone 197$' 9irst !eneration analo! cellular systems be!in 19$1' Frowth o Japanese cellular de"elopment 19$1' .6T -- the irst multinational cellular system 19$0' The rise o F,6 1991' .orth America !oes di!ital' -,-57
199$' satellite phones

Pr$%i!* ry +Bir*% * B$ll La(!, 1-24.

<hile puEElin! o"er the mysteries o radio, many in"entors wor?ed concurrently on power !eneration, tele!raphs, li!htin!, and later, telephone# The thorou!h understandin! o electricity re/uired to produce a reliable, practical radio system too? a lon! time and happened in di erent phases#

-n 1$01, +anish physicist Christian Custed disco"ered electroma!netism, the science that could help !enerate electrical power and, i ully understood and applied, usher in the era o telecommunication#

Mi"%a$l Faraday - 1/-1 * 180/

- 05 -

-n 1$01 6ichael 9araday re"ersed CberstarPs e5periment and in so doin! disco"ered induction# This helped him build the world*s irst electricity !enerator# 3e wor?ed on di erent electrical problems in the ne5t ten years, e"entually publishin! his results on induction in 1$=1#

1 !$2% H$'ry - 1/-/ * 18/8

-n 1$=1 the !reat American scientist 4ro essor Joseph 3enry transmitted the irst practical electrical si!nalI showin! that electroma!netism could do more than 8ust create current or pic? up hea"y wei!hts -- it could communicate# -n a stunnin! demonstration in his Albany Academy classroom, 3enry created the orerunner o the tele!raph# <hile 3enry did not pursue electrical si!nalin!, he did help someone who did# And that man was ,amuel 9inley Breese 6orse#

Sa&3$l M r!$ - 1/-1 * 18/2

-n 1$=7 ,amuel 6orse in"ented the irst practical tele!raph, applied or its patent in 1$=$ and was inally !ranted it in 1$7$# Joseph 3enry helped 6orse build a tele!raph relay or repeater that allowed lon! distance operation# The tele!raph brou!ht the country closer and e"entually the world# 6orse also e5perimented with wireless, not by passin! si!nals thou!h the atmosphere but throu!h the earth and water# <ithout a cable#

- 0% -

Wir$l$!! (y " 'd3"*i '

Cn Cctober 1$, 1$70, 6orse laid wires between Fo"ernor*s -sland and Castle Farden, .ew @or?, a distance o about a mile# 4art o that circuit was under water# But be ore he could complete this demonstration a passin! ship pulled up his cable, endin! it seemed, his e5periment# Andaunted, 6orse proceeded without the cable, passin! his tele!raph si!nals throu!h the water itsel # This is wireless by conduction#

C"er the ne5t thirty years most in"entors and de"elopers concentrated on wire line tele!raphy, that is, con"entional tele!raphy carried o"er wires suspended on poles# 9ew tin?ered e5clusi"ely with wireless since a basic radio theory had not yet been wor?ed out# Tele!raphy, howe"er, did produce a !ood understandin! o wireless by induction since wires ran parallel to each other and o ten induced ro!ue currents into other lines#

Early $l$"*r &a)'$*i" r$!$ar"%

-n 1$7= 9araday be!an intensi"e research into whether space could conduct electricity#

-n 1$%7 6a5well released his paper Q+ynamical Theory o the )lectroma!netic 9ieldQ which concluded that li!ht, electricity and ma!netism were all related and that all electroma!netic phenomena tra"elled in wa"es#

- 07 -

I'd3"*i ' a'd Dr4 L &i! -n 1$%5, a dentist +r# 6ahlon &oomis o Vir!inia may ha"e been the irst person to communicate throu!h wireless "ia the atmosphere# Between 1$%% and 1$7= he transmitted tele!raphic messa!es at a distance o 1$ miles# At one location he e"en lew a metal- ramed ?ite on a metal wire, perhaps ta?in! inspiration rom Ben8amin 9ran?lin# At another location a similar ?ite pic?ed up these si!nals and noted them with a !al"anometer#

Early radi di!" #$ri$!

6a5well*s 1$%7 conclusions were distributed around the world and created a sensation# But it was not until 1$$$ that 4ro essor 3einrich 3ertE o Bonn, Fermany, could produce and detect radio wa"es consistently and reliably# Cn .o"ember 00, 1$75, while wor?in! on acoustical tele!raphy, a science close to telephony, Thomas Al"a )dison noticed unusual loo?in! electro-ma!netic spar?s# +#)# 3u!hes and the irst radio-telephone reception 9rom 1$79 to 1$$%, &ondon-born +a"id 3u!hes disco"ered radio wa"es but was told incorrectly that he had disco"ered no such thin!# +iscoura!ed, he pursued radio no urther# 3u!hes noticed a clic?in! noise in his home built telephone each time he wor?ed usin! his induction balance, a de"ice now o ten used as a metal detector# 3e transmitted si!nals rom one room to another in his house in &ondon# But since the !reatest ran!e there was about %1 eet, 3u!hes too? to the streets with his telephone, intently listenin! or the clic?in! produced by his cloc?wor? transmitter, !radually diminishin! until it no lon!er could be heard#

Ale5ander Fraham Bell was the man who in"ented the telephone and made the irst call on a wired telephone to Thomas <atson# Bell was also irst with radio#

- 0$ -

1888 '5ard!6 Radi d$#$l 2&$'* ($)i'! i' $ar'$!*

-n 1$$$ the Ferman, 3einrich 3ertE, conclusi"ely pro"ed 6a5well*s prediction that electricity could tra"el in wa"es throu!h the atmosphere# Anli?e 3u!hes, the e5tensi"e and systematic e5periments into radio wa"es that 3ertE conducted were reco!nised and "alidated by in"entors around the world# Ja!adish Chandra Bose demonstrated electroma!netic wa"es in 1$95 Qby usin! them to rin! a bell remotely and to e5plode some !unpowderQ#

6arconi established the irst success ul radio system# -n 1911, his radio-tele!raph system sent si!nals across the Atlantic Ccean# ,hips were the irst wireless mobile plat orms# -n 1911 6arconi placed a radio aboard a Thorny cro t steam-powered truc?, thus producin! the irst land-based wireless mobile transmittin! data, not "oice#

-n +ecember 07, 191%, De!inald 9essenden accomplished the irst radio bandwa"e communication o human speech o"er a distance o 11 miles, rom Brant Doc?, 6assachusetts, to ships in the Atlantic Ccean# Dadio was no lon!er limited to tele!raph codes, no lon!er 8ust a wireless tele!raph, but a means o "erbal communication#

T%$ 7ir!* "ar-*$l$2% '$

9rom 1911 onwards, &ars 6a!nus )ricsson, the man who ounded )ricsson in 1$7%, and his wi e 3ilda, re!ularly wor?ed the irst car telephone# Access was not by radio, instead there were two lon! stic?s, li?e ishin! rods, handled by 3ilda# ,he would hoo? them o"er a pair o telephone wires, see?in! a pair that was ree# <hen they were ound, &ars

- 09 -

6a!nus would cran? the dynamo handle o the telephone, which produced a si!nal to an operator in the nearest e5chan!e#

Around the same time, the triode tube was de"eloped, allowin! ar !reater si!nal stren!th to be de"eloped both or wireline and wireless telephony# .o lon!er passi"e li?e a crystal set, a triode was powered by an e5ternal source, which pro"ided much better reception and "olume#

&ater, with Armstron!*s re!enerati"e circuit, tubes were de"eloped that could either transmit or recei"e si!nals, were stable and power ul enou!h to carry the human "oice and sensiti"e enou!h to detect those si!nals in the radio spectrum#

-n 1919, three irms came to!ether to de"elop a wireless company that one day would ha"e a reach across the !lobe# 3ea"y e/uipment ma?er A,)A, boiler and !as e/uipment ma?er AFA and telephone manu acturer &6 )ricsson, ormed ,DA Dadio, the orerunner o )ricsson*s radio di"ision#

T%$ 7ir!* "ar-& 3'*$d radi -*$l$2% '$

Bell &aboratories claims to ha"e in"ented the irst "ersion o a mobile in 1907# -t was a two-way, "oice-based radio-telephone and the ad8oinin! photo!raph rom their site certainly seems to con irm it#

- =1 -

Hi!* ry 7 "$ll3lar & (il$ *$l$2% 'y6 1-82 * 2881 19$1 - 9irst cellular phones be!an to appear 19$0 - .ordic 6obile Telephony :.6T; standard 19$= - American 6obile 4hone ,ystem :A64,; standard 19$% - .ordic 6obile Telephony :.6T; 911 63E 1991 - Commercial launch o the F,6 ser"ice 199= - Co"era!e o main roads F,6 ser"ices start outside )urope 1997 - Japanese +i!ital Cellular :J+C; 199% - A,A 4ersonal Communications ,ystems :4C,; 1-82 - T%$ ($)i''i')
+urin! the early 19$1s, analo! cellular telephone systems e5perienced rapid !rowth in )urope, particularly in ,candina"ia and the Anited >in!dom, but also in 9rance and Fermany# )ach country de"eloped its own system, which was incompatible with those o others, in e/uipment and operation# This was an undesirable situation, because not only was the mobile e/uipment limited to operation within national boundaries, but also limited to the mar?et or each type o e/uipment# This scenario in a uni ied )urope was undesirable#

The )uropeans realiEed this early on, and in 19$0, the Con erence o )uropean 4osts and Tele!raphs :C)4T; orm a study !roup called the Froup ,pecial 6obile :F,6; to study and de"elop a pan-)uropean public land mobile system# The proposed system had to meet certain criteria, which included'

1# Food sub8ecti"e speech /uality# 0# &ow terminal and ser"ice cost# - =1 -

=# ,upport or international roamin!# 7# Ability to support handheld terminals# 5# ,upport or a ran!e o new ser"ices and acilities# %# ,pectral e iciency 7# -,+. compatibility# .ordic Telecom and .etherlands 4TT proposed to the C)4T the de"elopment o a new di!ital cellular standard that would cope with the e"er-bur!eonin! demands on )uropean mobile networ?s# The )uropean Commission :)C; issued a directi"e which re/uired member states to reser"e re/uencies in the 911 63E band or F,6 to allow or roamin!#

19$% 6ain F,6 radio transmission techni/ues were chosen#

19$7 ,eptember - 1= operators and administrators rom 10 areas in the C)4T F,6 ad"isory
!roup si!ned the charter F,6 :Froupe ,pRciale 6obile; 6oA QClubQ a!reement, with a launch date o 1 July 1991# The ori!inal 9rench name Froupe ,pRciale 6obile was chan!ed to Flobal ,ystem or 6obile communicationsI but the ori!inal F,6 acronym remains#

9SM SPECIFICATIONS WERE DRAFTED4 1-8- : 1--8

-n 19$9, F,6 responsibility was trans erred to the )uropean Telecommunication ,tandards -nstitute :)T,-;, and phase - o the F,6 speci ications was published in 1991# Commercial ser"ices started in mid 1991, and by 199= there were =% F,6 networ?s in 00 countries, with 05 additional countries li?e ,outh A rica, Australia and many 6iddle and 9ar )ast countries optin! or F,6# By the be!innin! o 1997, there were 1#= million subscribers worldwide# - =0 -

The de"elopers o F,6 chose an unpro"en :at that time; di!ital system, as opposed to the then standard analo! cellular systems li?e A64, in the Anited ,tates and TAC, in the Anited >in!dom# They had aith in the ad"ancements in compression al!orithms and di!ital si!nal processors to allow the ul illment o the ori!inal criteria and the continual impro"ement o the system in terms o /uality and cost#

The )uropean Telecommunications ,tandards -nstitute :)T,-; de ined F,6 as the internationally accepted di!ital cellular telephony standard#

1--8
4hase 1 F,6 911 speci ications were roEen +C, adaptation started# Validation systems implemented# 9irst F,6 <orld con!ress at Dome had %51 participants#

1--1
9irst F,6 speci ication was demonstrated# +C, speci ications were roEen# F,6 <orld Con!ress at .ice had %91 participants#

1--2
January - The irst F,6 networ? operator was Cy Dadiolin8a Ab in 9inland# +ecember 1990 - 1= networ?s were on air in 7 areas# F,6 <orld Con!ress at Berlin had %=1 participants#

- == -

1--;
F,6 was demonstrated or the irst time in A rica at Tel?om *9= in Cape Town# Doamin! a!reements between se"eral operators were established# By +ecember 199=, =0 networ?s were on air in 1$ areas# F,6 <orld Con!ress at &isbon pro!ressed with 7%1 participants# Tel?om *9= was held in Cape Town# 9irst F,6 systems were shown#

1--4
9irst F,6 networ?s in A rica were launched in ,outh A rica# 4hase 0 data L a5 bearer ser"ices were launched# Vodacom became the irst F,6 networ? in the world to implement dataL a5# F,6 <orld Con!ress at Athens drew 7$1 participants# +ecember 1997 -- %9 networ?s were on air in 7= areas#

1--<
F,6 6CA was ormally re!istered as an association re!istered in ,witEerland with 15% members rom $% areas# F,6 <orld Con!ress at 6adrid attracted 1711 participants# +ecember 1995 - 117 networ?s were on air in %9 areas# 9a5, +ata and ,6, roamin! started# F,6 phase 0 standardisation was completed, includin! adaptation or 4C, 1911# 9irst 4C, 1911 networ? was shown li"e *on air* in the A,A# Telecom *95, Fene"a -- .o?ia shows ==#% ?bps multimedia data "ia F,6# .amibia !oes on-line# )ricsson ==7 wins F,6 Sphone o the yearP# A, 9CC auctioned o 4C, licenses#

- =7 -

1--0
+ecember 199% - 101 networ?s were on air in $7 areas# F,6 <orld Con!ress was held in Cannes# F,6 6CA 4lenary was held in Atlanta FA, A,A# $> ,-6 was launched# 4re-paid F,6 ,-6 cards were launched# Bundled billin! was introduced in ,outh A rica# &ibya !oes on-line# Cption -nternational launches the world*s irst F,6L9i5ed-line modem#

2881
9eb -- F,6 Con erence held in Cannes# By 6ay 0111 there were 511m F,6 911L1$11L1911 users worldwide# 1% billion ,6, messa!es were sent in April 0111# By April, 511 million people are F,6 users#

- =5 -

COMPANY PROFILE
Airtel comes to you rom Bharti Cellular &imited - a part o inte!rated telecom con!lomerate, Bharti )nterprises# Bharti pro"ides a ran!e o telecom ser"ices, which include Cellular, Basic, -nternet and recently introduced .ational &on! +istance# Bharti also manu actures and e5ports telephone terminals and cordless phones# Apart rom bein! the lar!est manu acturer o telephone instruments in -ndia, it is also the irst company to e5port its products to the A,A# Bharti is the leadin! cellular ser"ice pro"ider, with a ootprint in 15 states co"erin! all our metros and more than 7 million satis ied customers# the bi!!est pri"ate

=ISION6
T &a>$ & (il$ " &&3'i"a*i '! a 5ay 7 li7$ a'd ($ *%$ "3!* &$r!? 7ir!* "% i"$4

MISSION6
<e will meet the mobile communication needs o our customers throu!h' T)rror- ree ser"ice deli"ery T-nno"ati"e products and ser"ices T Cost e iciency T Ani ied 6essa!in! ,olutions

CORE =ALUE6
<e will deli!ht our customer with our simplicity, speed ( inno"ation# <e will honours our commitment# <e will ollow the hi!hest standard o pro essional inte!rity ( beha"iour# <e will respect indi"idual, build winnin! teams and lead by e5ample# <e will create a un illed and riendly wor?place#

- =% -

AIRTEL MOBILE COMMUNICATIONS LIMITED

Bharti Tele-Ventures &imited was incorporated on July 7, 1995 or promotin! in"estments in telecommunications ser"ices# -ts subsidiaries operate telecom ser"ices across -ndia# Bharti Tele-Ventures is -ndia*s leadin! pri"ate sector pro"ider o telecommunications ser"ices based on a stron! customer base consistin! o 7#70 million total customers, which constitute, %#7% million mobile and %57,111 i5ed line customers, as o April =1, 0117#

Bharti Tele-Ventures "ision or its mobile business is To ma?e mobile communications a way o li e and be the customers irst choiceU# The mission is to meet the mobile communication needs o the customer throu!h 1; error ree ser"ice 0; -nno"ati"e products and ser"ices and =; cost e iciency# The CompanyPs strate!ic ob8ecti"e is to consolidate its leadership position amon!st the mobile ser"ice pro"iders in -ndia# The -ndian mobile mar?et, accordin! to the CCA-, has increased rom appro5imately 1#0 million subscribers as o 6arch =1, 1999 to appro5imately 09#01 million subscribers as o June =1, 0117# +espite this rapid !rowth, the mobile penetration rate in -ndia, at appro5imately 0#$2 as o June =1, 0117, is si!ni icantly lower than the a"era!e mobile penetration rate in other Asian and international mar?ets# The number o mobile subscribers in -ndia is e5pected to show rapid !rowth o"er the ne5t our years# By 011% it is pro8ected at 51 million by CCA- and 77 million by Fartner#

- =7 -

Bharti Tele-Ventures belie"es that the demand or mobile ser"ices in -ndia will continue to !row rapidly as a result o the ollowin! actors' &ower tari s and handset prices o"er timeI Frowth in pre-paid customer cate!oryI Freater economic !rowth and continued de"elopment o -ndia*s economyI 3i!her /uality mobile networ?s and ser"icesI and Freater "ariety and usa!e o "alue added ser"ices#

Bharti Tele-Ventures, throu!h its subsidiary has the licenses to pro"ide F,6 ser"ices in all the twenty-two telecom circles in -ndia# -t proposes to consolidate all its subsidiaries pro"idin! mobile ser"ices under Bharti Cellular &imited# As o June =1, 0117, appro5imately 902 o -ndia*s total mobile subscriber mar?et resided in the Company*s si5teen mobile circles, which collecti"ely co"ered only 5%2 o -ndia*s land mass#

- =$ -

AIRTEL DISTRIBUTION SYSTEM

DISTRIBUTION SYSTEM A proper distribution system is "ery important or e"ery company because now a days the customer wants ull ser"ice without any pain# Airtel has a deep penetration in the mar?et o prepaid cards, coupons, easy rechar!e and postpaid cards# - also seen in the mar?et the happy aces o customers and retailers o Airtel because o the easy a"ailability o Airtel cards and coupons# BENEFITS OF 9OOD DISTRIBUTION SYSTEM 1# 0# =# 7# 5# )asy a"ailability ,atis ied customers Competiti"e ad"anta!e Better mar?et reputation ,a"es time

DISTRIBUTION SYSTEM OF AIRTEL 1# Cr!anisation :C(9A*s; 0# +istributor =# Detailer 7# Customer

- =9 -

O r g a n is a tio n C & FA

D is tr ib u to r S e v e ra l F O S FO S FO S FO S

D iffe r e n t R e ta ile r s

D iffe r e n t R e ta ile r s

D iffe r e n t R e ta ile r s

D is tr ib u to r

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OR9ANI@ATION STRUCTURE

Cr!anisation o A-DT)& pro"ides ser"ices throu!h 9,C :9ull ,er"ice Cutlets; and +,A :+irect ,ales A!ent;

MANAGEMENT HIERARCHY AT AIRTEL

"M A N A G E M E N T H IE R A R C H Y " C H IE F S A L E S A N D M A R K E T IN G O F F IC E R V IC E P R E S ID E N T M A R K E T IN G S T R A T E G Y V IC E P R E S ID E N T S A L E S P L A N N IN G C IR C L E S A L E S & M A R K E T IN G H E A D D IS T R IC T O P E R A T IO N H E A D C H A N N E L O P E R A T IO N M A N A G E R P R E P A ID H E A D C IR C L E P R E P A ID M A N A G E R M A R K E T IN G H E A D M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R -B C H IE F G E N E R A L M A N A G E R

- 71 -

THREE TYPES OF SALES6 1# 4rimary ,ales - Cr!anisation to +istribution o 4repaid, 4ostpaid Cards, Coupons, easy rechar!e etc# 0# ,econdary ,ales - +istributor to Detailers =# Tertiary ,ales - Detailer to Customer#

PROCEDURE OF ACTI=ATION OF PREPAID CONNECTION6 +ealer :Con irms on 571; 9C, :,aw that the orm is completed and has Accessory papers +istributor :Acti"ates the card;

PROCEDURE OF ACTI=ATION OF POSTPAID CONNECTION6 +ealer :Collects o Cash and acilitates in Competition; 9C, :Collects the 9orm; +istributor :Acti"ates the card;

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MOBILE FOOTPRINT
The map below depicts the location o , and pro"ides certain in ormation or, Bharti TeleVentures* e5istin! mobile circles in -ndia'

- 7= -

SOURCE6
:1; 4opulation estimates are as per .ational Census, 0111 and are as o 6arch 1, 0111# The population or Attar 4radesh :<est; circle is appro5imately =72 o the total population or the state o Attar 4radesh# :0; 6obile subscriber statistics are as o June =1, 0117 and are based on data released by CCA-# 6obile mar?et siEe comprises the total number o mobile subscribers o all the ser"ice pro"iders in a circle# :=; +emo!raphics o 6aharashtra and Tamil .adu do not include demo!raphics o state capitals :metros; 6umbai and Chennai respecti"ely# :7; +emo!raphics o 3aryana does not include 9aridabad ( Fur!aon as they are included in +elhi ( .CD# ,imilarly demo!raphics o Attar 4radesh :<est; ( Attaranchal does not include .oida ( +elhi as they are included in +elhi .CD# The si!ni icant !rowth in the Company*s mobile business has been throu!h a combination o or!anic !rowth and ac/uisitions o additional licenses and has been summariEed below# The in ormation !i"en below is or the total mar?et and is not representati"e o our mar?et share or networ? co"era!e# 1; 0; =; Comprises the circles o 6aharashtra and Foa#

Comprises the circles o +elhi, 3imachal 4radesh, >arnata?a and

Andhra 4radesh#

Comprises the circles o +elhi, 3imachal 4radesh, >arnata?a, Andhra 4radesh and Chennai#

7; 5;

Comprises

the

si5teen

operational

circles

Bharti

Tele-Ventures#

Based on data released by the CCA- on the total number o persons subscribin! to mobile ser"ices in our licensed areas#

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PART-B

- 75 -

- 7% -

INTRODUCTION TO THE TOPIC

S &$ Mar>$*i') a'd B3!i'$!! T l! Ad 2*$d By AIRTEL A! T Pr & *$ I*! A"*i#i*i$!6

,eminars' seminars are conducted at di erent places by the e5pert time by time to ma?e people aware# 4ublicity' publicity is done throu!h "arious media# ,talls at amous places' they conduct their stall a ter a particular period o time on the amous and public place to attract them towards themsel"es# +,A :+irect ,ales A!ency; 4rint media 3oardin! Banners Ad"ertisement &ea lets
9ollow ups By >.C4

- 77 -

M (il$ S*ra*$)y
Capture ma5imum telecommunications re"enue potential with minimum

!eo!raphicalco"era!e to ma5imise its re"enues and mar!ins#Build hi!h /uality mobile networ?s by deployin! state-o -the-art technolo!y to o er superior ser"ices# Ase the e5perience it has !ained rom operatin! its e5istin! mobile networ?s to de"elop and operate other mobile networ?s in -ndia and to share the e5pertise across all o its e5istin! and new Circles# Attract and retain hi!h re"enue !eneratin! customers by pro"idin! competiti"e tari s, o erin! hi!h /uality customer support, proacti"e retention pro!rams and roamin! pac?a!es across all o its mobile circles# 4ro"ide a ordable tari plans to suit each se!ment o the mar?et with a "iew to e5pand the reach, thereby increasin! the mobile customer base rapidly#

A$y %i)%li)%*! 7 1a'-84 ar$ a! 7 ll 5!6

-ndustry additions were up rom *%$ la!* & '*%?! 124/1 La">! * 1;40- La"! this month# -n percenta!e terms, this translates to a increase o $ 2 in net adds o"er last month# The number o subscribers & #$d 32 rom 01#99 6n at the end o +ec-1= to 0=#=% 6n at the end o Jan-17, a )r 5*% o %#00 2# All -ndia monthly !rowth in subscriber numbers was %#1= 2# T%$ )r 5*% $l!$5%$r$ 5a! ' V 6etros W 5#0$ 2 V A circles W %#00 2 V B circles W 7#75 2 V C circles W =#7= 2

- 7$ -

V All Circles Total W %#%7 2 B Air*$l : 04;- C B Circle cate!ory has shown the %i)%$!* )r 5*% i' !3(!"ri($r (a!$ ' a' i'di#id3al (a!i! *%i! & '*%4 At Airtel, we ha"e always sou!ht to enhance "alue or you as a customer by pro"idin! you the most rele"ant and easy to use ser"ices throu!h inno"ation and by harnessin! the latest de"elopments in technolo!y# -n line with this strate!y, we ha"e constantly introduced inno"ati"e products and ser"ices to suit your uni/ue needs and wants#

Cur ser"ices ran!e rom C&- to 6usic 6essa!in! to &ost Call Alerts W better#

all to ser"e you

6o"e your mouse o"er any ser"ice rom the ollowin! menu to !et a brie description on what it is all about# SMS ASTROLO9Y RIN9TONES =OICE-MAIL DAIL-A-RIN9TONE LO9OS CALLER TUNES MUSIC MESSA9IN9 FLASH MESSA9ES BLINAIN9 MESSA9ES 1OAES LO=E 1OAES

- 79 -

DTRENDS IN MOBILE COMMUNICATIONSE

The !rowth and penetration o sophisticated di!ital communication systems, in rastructures, and ser"ices, has been increasin! constantly o"er the last decade# )5amples o these ser"ices are the -nternet, electronic mail, multimedia, pa!ers, 4+A*s, and mobile telephony# 9rom mar!inal penetration 15 years a!o, these systems and ser"ices are becomin! a commodity in both pro essional and consumer mar?ets worldwide# The de"elopments in these ields are still !oin! stron!# -n particular, rapid ad"ances - both in technolo!y and ser"ices - can currently be obser"ed in wireless and mobile systems that support the communication o di erent media, such as data, speech, audio, "ideo and control# Current wireless networ? and mobile phone ser"ices roll-out is centered around our a"ailable technolo!ies, namely <A4, A6T,, Bluetooth, and mobile positionin! systems# The wireless application protocol :<A4;, initially carried by second !eneration F,6 and in the uture by third !eneration A6T, wireless networ?s, will turn the mobile phone into a networ?ed smart-phone capable o low to medium data rate -nternet unctionalities# Bluetooth will allow or short-ran!e data communication between consumer appliances in a domestic en"ironment# 4ositionin! systems will become inte!ral part o mobile phones such that ser"ices can be made dependent on the location o the user in the networ?# <hen pro8ectin! the pro!ress in mobile networ?s and ser"ices into the uture, three de"elopments are o importance# -n the irst place, we can obser"e that more and more mobile phone-li?e de"ices start to include accessories such as a small ?eyboard, a display, and a speech inter ace# ,uch communication and in ormation-oriented systems are emer!in! as hybrids between the mobile phone and the wireless laptop personal computer# <ith hi!her bit rates supportin! more ad"anced ser"ices, the inte!ration o the personal computer and personal communication de"ices will be pushed e"en urther#

- 51 -

-n the second place, we obser"e that computin! resources are becomin! ubi/uitously - that is e"erywhere and at all time - a"ailable# <e will soon li"e in an en"ironment that supports us by pro"idin! ubi/uitous Computin! or a wide "ariety o tas?s and ser"ices# +aily li e consumables, durable products and ser"ices already contain an e"er-increasin! number o sensors, actuators, processin! units, and :embedded; so tware# The personal computer has entered daily li e as a necessary commodity, and the de"elopment o sophisticated

communication systems in today*s society relies hea"ily on the a"ailability o computation resources# 9inally, we obser"e that communication and computin! is becomin! increasin!ly personal# The de"ice :and there ore the user; is always on-line, the user is identi iable, the de"ice can be personaliEed, and the system ?nows about the userPs position#

DCELLULAR TRENDSE

MOBILE

PRICIN9

STRUCTURE

AND

,uccess ul !rowth and di usion o mobile communication ser"ices is ocusin! !reater attention on how mobile relates to i5ed networ?s# Accordin!ly, it is necessary or re!ulatory authorities to re"iew current ramewor?s in those instances where re!ulation mi!ht impede the o erin! o certain pricin! structures, such as callin! party pays# This issue is critical in puttin! i5ed and mobile networ?s on an e/ual ootin!, so the potential or competition between networ?s can be e5ploited# Testin! the demand or new pricin! structures can be le t to the mar?et# ,uccess ul !rowth and di usion o mobile communication ser"ices is ocusin! !reater attention on how mobile communication relates to the -nternet and electronic commerce# This report re"iews and benchmar?s the pricin! o emer!in! ser"ices such as short messa!e ser"ices# These ser"ices are the harbin!ers o X Third !eneration X -n ormation ser"ices o"er mobile networ?s and policy ma?ers need to re"iew current re!ulatory ramewor?s to enhance pricin! inno"ation and competition in the pro"ision o these ser"ices# - 51 -

INDI=IDUAL CUSTOMI@ATION
An important trend in our society is a!ility or mass indi"idualiEation# Consumer beha"ior is much more "olatile, much less predictable and increasin!ly concerned with instant !rati ication# The e5pectation is that in due course this trend towards indi"idualiEation will become a more important actor in the emer!in! mar?ets too, particularly in the urban areas# As well as settin! /uality standards or products, this attitude also demands deli"ery at the ri!ht time and in the ri!ht place# At any moment, where"er the consumer may be, it has to be possible to satis y his or her re/uirementsI it is a /uestion o the consumer as a Qmo"in! tar!etQ and how we can increase our chances o Qscorin! a hitQ# -n modern thin?in! about cate!ories o consumers, e"ery consumer has somethin! o this instant consumer in his or her ma?e-up, alon!side other possible descriptions, such as QrationalQ, QsocialQ and QresponsibleQ# <hat*s more, this can "ary accordin! to the product cate!ory# Cne moment, moreo"er, this instant consumer will be demandin! products on the basis o la"or, con"enience or cheapness, and in the ne5t breath will be "oicin! concerns

about the en"ironment, animal wel are or his or her own health# The li?elihood is that in the lon! term health, the en"ironment and animal wel are will be si!ni icant actors in the concept o /uality, as sa ety already is# Chan!es in consumption patterns are an important actor in this de"elopment# <hile the retail trade is e"ol"in! rom supermar?et to household ser"ice pro"ider in response to mass indi"idualiEation, consumers are increasin!ly also obtainin! their ood throu!h other outlets' company canteens, ta?e-away meals, snac? bars, old people*s homes etc# Q@oun! couplesQ in )urope are rapidly mo"in! towards the situation that already e5ists in the Anited ,tates, where 512 o the ood consumed is prepared outside the home# This places di erent demands on products in terms o ?eepin! /ualities :shel li e;, con"enience and presentation#

- 50 -

C '!3&$r-dri#$' *$"%' l )y d$#$l 2&$'*

These trends in the mar?et and amon! consumers !enerate a demand or a more di erentiated and more rapidly chan!in! product ran!e and also call or a di erent approach to technolo!y de"elopment :dedicated production systems;# -n the uture there will ha"e to be product de"elopment that ta?es the dynamic o the mar?et and the di"er!ent wishes o the consumers as its startin! point and uses the technolo!ies o the uture' biotechnolo!y, separations technolo!y, sensor technolo!y and modern in ormation technolo!y :-T;# To achie"e this, product de"elopment will ha"e to be tac?led in a more structured way, and ?nowled!e deri"in! rom di erent areas o research will ha"e to be inte!rated more e ecti"ely# The de"elopment o sensor technolo!y in the a!ro sector, or instance, re/uires the inte!ration o materials technolo!y, biotechnolo!y and process technolo!y# .ew scienti ic de"elopments also pro"ide inter aces throu!h which the sector may respond to wishes relatin! to health' both the in ormation about !enetic aspects and the new insi!hts into bioacti"e components substances that, in low concentrations, a ect human health - o er interestin! prospects o made-to-measure oodY -n the uture, Qmade-to-measure oodQ will also mean Q ood produced in a way that the public inds socially acceptableQ# ,uch aspects as the en"ironment, animal wel are etc# will play a ma8or role# This will ha"e to be speci ically ta?en into account in the de"elopment o technolo!y#

Fr & "%ai'! * 7l$Fi(l$ '$*5 r>!

As well as imposin! re/uirements in terms o technolo!y de"elopment, trends such as mass indi"idualiEation call or a responsi"e answer to a sharply luctuatin! mar?et demand# This places considerable demands on the or!aniEation o a!ricultural production chains# The ull "ertical inte!ration o lin?s in a chain can mean a loss o le5ibility# -t would appear to be

- 5= -

more e icient to opt or a continuation o the de"elopment o the chain conceptI leadin! to responsi"e networ?s that combine the ad"anta!e o co-ordination with the le5ibility o more loosely lin?ed or!aniEations# These independent or!aniEations wor? closely to!ether in the low o !oods alon! the chain in order to achie"e the desired Qcustomer "alueQ at the lowest possible cost#

- 57 -

GCOMPANYHS PLANSH
PREPAID PLANS
Are you wary o committin! yoursel to a date or ma?in! your bill paymentsX -s it too much o a bother or you to remember dates or bill paymentsX +o you o ten end up payin! late ees a!ainst your monthly utility ser"ices billsX +o you end up spendin! too much i you ha"e the option to pay the bill laterX Thin? o"er or i one o these represents you, we ha"e a solution or you# ,tart thin?in! prepaid is our ad"iseY ,o what e5actly is this prepaidY -t is simply a way o !oin! cellular by payin! or the tal? time in ad"ance# 9or e#!# i you eel that you need Ds# =11 worth o tal?time or a month, you can buy a rechar!e coupon which !i"es you that much tal?time on your cellphone# Cnce that money !ets e5hausted you can buy another rechar!e coupon or the same or di erent denomination dependin! on your uture need# 4repaid allows you to be in control o your cellular e5penses e"en while you are spendin!# @ou will be surprised that today -n -ndia, 4repaid connections account or almost %1 to 71 percent o the total new entrants into cellular telephony# ThatPs because almost e"ery one o us wants to be in control o our cellular e5pense#

- 55 -

Ad#a'*a)$! 7 2r$2aid6
S &$ 7 *%$ &a'y ad#a'*a)$! *%a* y 3 $'I y 5i*% Air*$l Pr$-Paid444

T *al C !* C '*r l
)n8oy the liberty o total cost control with your Airtel 4re-paidY De-char!e as much as you eel the need toY .ow that*s what we call complete reedomY

N R$'*al!
Buy an Airtel prepaid card without ha"in! to pay any rentalsY

N d$2 !i*!
@our Airtel prepaid card comes without you ha"in! to pay hea ty depositsY

STDJISD 7a"ili*y *ill *%$ la!* r32$$

.ow e5perience complete reedom li?e ne"er be ore with AirtelY Cur ,T+L-,+ acility allows you to ma?e lon! distance calls in -ndia and C"erseas rom your cellular phoneY

I'!*a'* Bala'"$ I'K3iry

Chec? your tal?-time instantly by callin! our toll- ree numberY

08 !$" 'd 23l!$

Airtel pro"ides you with a %1-second pulse rateY 9reedom or you to e5perience li?e ne"er be oreY

I'!*a'* R$"%ar)$
A"ail o instant rechar!e on your Airtel prepaid card with 8ust a ew simple stepsY

- 5% -

24-% 3r r$"%ar)$ 7a"ili*y

<ith our round-the-cloc? rechar!e acility, rechar!e you Airtel prepaid card anytime, anywhereY

Call$r Li'$ Id$'*i7i"a*i '

Call &ine -denti ication !i"es you the power to ?now the phone number o the callin! party e"en be ore you answer the call, thus !i"in! you the choice to ta?e the call# -t pro"ides the added ad"anta!e o sa"in! the in the 3andset 4hone Boo?# ,o that the ne5t time you don*t need to retype his number,

either re8ect or

incomin! number directly you want to call the same person, simply use your phone boo?#

Call Di#$r*, Call H ld a'd Call Wai*

A"ail o special ser"ices li?e call waitin!, call hold and call di"ert W all with your Airtel prepaid cardY

S% r* M$!!a)i') S$r#i"$ +SMS.

<ith AirtelPs ,hort 6essa!in! ,er"ice :,6,;, send messa!es and 8o?es to your riends and collea!ues, anytime anywhereY

SMS (a!$d I'7 r&a*i ' S$r#i"$!

<ith Airtel*s ,6, based in ormation ser"icesI you can !et up to-the-minute cric?et scores, order lowers as well as send couriers or chec? your daily horoscopeY

= i"$ Mail !$r#i"$

Voice 6ail lets you recei"e messa!es e"en when your handset is switched o or

- 57 -

when you are outside the co"era!e area# @ou can listen to your messa!es whene"er you eel li?e, rom anywhere in the world# Voice 6ail can store up to 75 messa!es, with each messa!e o two-minute duration#

POST-PAID PLAN
Airtel welcomes you to a "ibrant world o unlimited opportunities# 6ore e5citin!, inno"ati"e yet simple new ways to communicate, 8ust when you want to, not 8ust throu!h words but ideas, emotions and eelin!s# To !i"e you the unlimited

reedom to reach out to your special people in your special way#

P !* 2aid Pla'6
N$5 Air*$l 1<8

- 5$ -

ONE TIME CHAR9ES +R!4. ONE TIME CHAR9ES +R!4. 051 Acti"ation Char!es Acti"ation Char!es 6embership 9ee 6embership 9ee ,ecurity ,ecurity +eposit +eposit Ds#051 051 051 ,con"erts into security deposit a ter 07 mnths Ds#051:con"erts security deposit post 07 051 :con"erts intoto security a ter 07 months;

mnths; 1 .A ,ecurity +eposit .A MONTHLY MONTHLY CHAR9ES CHAR9ES +FILED. +FILED. +R!4. +R!4. MONTHLY CHAR9ES +FILED. +R!4. Bill Ds#099 Bill 4lan 4lan Char!e Char!e 151 Bill 4lan Char!e 175 MONTHLY MONTHLY CHAR9ES CHAR9ES +OPTIONAL. +OPTIONAL. +R!4. +R!4. MONTHLY CHAR9ES +OPTIONAL. +R!4. C&-4 1 C&-4 51 C&-4 1 Airtel Cther F,6 F,6 LL &andline &andline LL Airtel Cther C+6A :11 <&& Airtel Cther F,6 &andline L C+6A :11 L <&& +i!it; C+6A :11 <&& +i!it; LOCAL LOCAL RATES RATES +R!4 +R!4 J J Mi'. Mi'. LOCAL RATES +R!4 J Mi'. STD RATES +R!4 J Mi'. STD STD RATES RATES +R!4 +R!4 J J Mi'. Mi'. ISD +R!4 J Mi'. ISD +R!4 J Mi'. A,A, Canada, )urope :9i5ed ISD +R!4 J Mi'. A,A, )urope :9i5ed &ine;, Canada, Australia, ,in!apore, A,A, )urope :9i5ed &ine;, Australia, ,in!apore, 3on! Canada, >on!, Thailand, &ine;, Australia, ,in!apore, 3on! >on!, Thailand, 6alaysia, -ndonesia, .ew 3on! >on!, Thailand, 6alaysia, -ndonesia, .ew Mealand# 6alaysia, -ndonesia, .ew Mealand# Ful , )urope :6obile;, Mealand# Ful , )urope :6obile;, ,AADC countries, A rica ( Ful )urope :6obile;, ,AADC countries, A rica ( Dest ,o the world ,AADC countries, Dest o the world A rica ( Cuba, ,ao Tome ( 4rincipe, Dest o the world Cuba, Tome ( 4rincipe, Fuinea,ao Bissau, +ie!o Farcia, Cuba, Tome ( 4rincipe, Fuinea Bissau, +ie!o Farcia, .auru,,ao ,olomon -slands, Fuinea Bissau, +ie!o Farcia, .auru, -slands, Vanuatu, ,olomon Coo? -slands, .auru, -slands, Vanuatu, Coo? .or -slands, Tu"alu, ,olomon To?elau, ol? Vanuatu, Coo? -slands, Tu"alu, To?elau, .or ol? -sland, ,a?halin Tu"alu, To?elau, .or ol? -sland, ,a?halin SMS +R!4. -sland, ,a?halin SMS +R!4. &ocal+R!4. SMS &ocal &ocal C+6A C+6A C+6A .ational .ational .ational -nternational -nternational -nternational VA, VA, VA, 14er 1 6inute 1#75 1#5 14er 1#5 6inute %#7 %#7 %#7 +i!it; 0 1 1 1#75 1#5 1 14er 1#5 1 6inute 1 1 1#75 1#5 14er 1#5 6inute

9#0 9#0 9#0 71 71 71Ds

1 1 1 1 1 1#5 1#5 1 5 5 5 =#11 = = Air*$l 1/< Pla'

- 59 -

Air*$l O3* 7 H &$ Cir"l$

<e ha"e established one o the most e5tensi"e roamin! tie-ups - both national and international- with the best ser"ice pro"iders in the respecti"e re!ions to ensure that you !et uninterrupted co"era!e throu!hout# <e currently pro"ide roamin! co"era!e in more than 1111 cities and ma8or hi!hways across -ndia# <e also pro"ide international roamin! in 5% countries across 111 networ?s#

To !et more in ormation on our roamin! co"era!e, clic? on the respecti"e lin?s' Na*i 'al R a&i') Cur national roamin! co"era!e currently spans across more than a 1111 cities across -ndia# To subscribe to .ational Doamin!, you ha"e to pay the ollowin!'

Security Deposit- Rs 1500 Monthly Rental- Rs 49 National Roaming Tariffs:

Distance(K Location Service category Outgoing Within the roamed m) Charges(Rs.)

Circle M 2 M / PSTN / WLL Any Outside the roamed Circle (STD) M2M

1.99

0 - 200

1.99

- %1 -

M 2 PSTN/WLL

> 200 0 - 200 200 - 500 > 500

ISD Incoming

Gulf Rest of the World Any source

2.99 2.99 3.99 4.99 15.99 15.99

Any distance 1.99 3 0

SMS Mobile Originated Mobile Terminated

C3!* &$r Car$

+o you need any clari ications on your billsX +o you ha"e any eedbac? or /uery on our 4roducts ( ser"icesX @ou can call us, send us an )-mail or meet us in person# <e shall be !lad to help you out in e"ery possible way#

C '*a"* 3! (y 2% '$
- you are on AirtelI 8ust call us on 101 your Airtel 4repaid phone# - you are on Airtel postpaid, 8ust call us on 101 rom your Airtel 4ostpaid phone These toll ree numbers howe"er, cannot be dialed when you are roamin!#

Air*$l la3'"%$! DM3!i" M$!!a)i')E !$r#i"$

Customers can dedicate son!s alon! with their "oice messa!esI

- %1 -

Airtel, one o the leadin! cellular operators in 6aharashtra, Foa, and +aman ( +ue and today announced the launch o a new inno"ati"e ser"ice called Z6usic

6essa!in!U# The ser"ice will allow music lo"ers to listen to the "arious son!s and then dedicate the same to any other Airtel mobile subscriber alon! with a personaliEed "oice messa!e#

9or usin! the ser"ice, the customer simply needs to dial %7% rom his mobile and ollow the "oice prompts# This will lead him to the options 3indi and )n!lish son!s# There are 11 son!s under each option and the customer can either !o on to listen to the son! clippin!s o 91 seconds each or mo"e on to the ne5t or pre"ious son!# <hile listenin! to the son!, the subscriber may choose to dedicate the son! to some other Airtel ,ubscriber a ter recordin! a 11 second lon! personaliEed "oice messa!e# The music messa!e will then be recei"ed by the person to whom it has been dedicated as a Voice 6essa!e with the C&- o the sender# Cnce deli"ered, the messa!e be!ins with the senderPs "oice messa!e ollowed by a =1 second clip o the son! that has been dedicated# The char!e or the ser"ice is 8ust Ds 7Lminute or a %1 second pulse# Announcin! the launch o the ser"ice, 6r# .#9#Aibara, CCC, Airtel-

6aharashtra said ZThe mobile phone today is no lon!er 8ust a communication de"ice# Dather it is a dri"er o sel -identity and creati"e pursuits especially or the youth se!ment which constitutes about 71 2 o the new customers that we enrol e"ery month# <e ha"e always sou!ht to pro"ide our customers with new and e5citin! ser"ices that ha"e been made possible throu!h inno"ation and use o latest technolo!y# The launch o this new ser"ice is another step in the same direction as it enables customers to add a

- %0 -

musical ed!e to their messa!es-nothin! can be more power ul than a messa!e in onePs own "oice alon! with a son! to suit the situation# - am sure this ser"ice will be li?ed by all our customers and more specially the youthU

- %= -

BHARTI CELLULAR FOOTPRINT

Bharti is to irst achie"e critical mass, then drill deep instead o spreadin! thin# Therea ter, it is ready or controlled e5pansion#

-n ?eepin! with this, the company has been pro"idin! e5cellent ser"ice to its subscribers in "arious states# -t controls a port olio o -ndia*s most attracti"e and conti!uous telecom !eo!raphies, includin! the states o 6aharashtra :e5cludin! 6umbai;, Foa, Fu8arat, Andhra 4radesh, 6adhya 4radesh, Chattis!arh and +elhi :inclusi"e o .CD;# <ith a ootprint dominatin! the map o -ndia, Airtel Cellular accesses o"er 752 o -ndia*s

total telephony potential# <ith the ob8ecti"e o critical mass achie"ed, Airtel Cellular turned to drillin! deep#

- %7 -

RESEARCH METHODOLO9Y R$!$ar"% 2r (l$&6

To study consumer trends, beha"iour, pre erences and le"el o satis action in Airtel communication &td# The study was conducted in +elhi with sample siEe o 51 and sample units were suppliers and Consumer o mobile connection

R$!$ar"% O(I$"*i#$!6
o To study the consumer trends in telecommunication sector# o To study consumer decision-ma?in! ( pre erences# o To study mar?etin! strate!ies adopted by Airtel# o To study the le"el o customer satis action in Airtel# o To study the mar?et potential# o To study customer purchase decision beha"iour# o To understand the needs o di erent consumer se!ments# o Comparati"e study o di erent mobile companies#

R$!$ar"% D$!i)'
The ollowin! methodolo!y was adopted or the study purpose'

Ty2$ 7 r$!$ar"%'
+escripti"e and /ualitati"e research desi!n were used while conductin! the pro8ect#

- %5 -

,amplin! +esi!n was ta?en by the researcher as the Desearch desi!n# The ma8or purpose o the study is to describe the state o a airs as it e5ists at present# The study was based on the acts or in ormation already a"ailable, ( analysis o this a"ailable in ormation ma?e a critical e"aluation o the material#

R$!$ar"% M$*% dJT$"%'iK3$6

-n the pro8ect report the researcher used ollowin! techni/ues while conductin! his study' Analysis o documents ,ur"ey 6ethod' A mar?et sur"ey was done on li e insurance companies# -nter"iew :4ersonal;' Both open and closed ended :unstructured; /uestions were as?ed while ta?in! some in ormation rom the users o the cellular at +)&3-# Nuestionnaire :,tructured;' A structured desi!ned comprehensi"e /uestionnaire was ramed and pretested or data collection rom the customer o mobile

R$!$ar"% Da*a
+ata is the ?ey acti"ity o mar?etin! research# The desi!n o the data collectin! method is bac?bone o research desi!n# +ata constitute the oundation o statistical analysis and interpretation# 3ence the irst step in statistical wor? is to obtain data# +ata can be obtained rom two important sources, namely' 1# 0# 4rimary +ata ,econdary +ata

- %% -

Pri&ary Da*a6
4rimary data are !athered or the speci ic purpose or or a speci ic research pro8ect, consist o ori!inal in ormation or the ul ilment o pro8ect ob8ecti"e# <hen the data are re/uired or the particular study can be ound neither in the internal record o the enterprises nor in published sources# -n some cases it may become necessary to collect ori!inal data# 4rimary data can be collected in our ways'1# Cbser"ation 0# ,ur"ey

S$" 'dary Da*a6

,econdary data are the data, which already e5ists somewhere# ,econdary data pro"ide startin! point or research and a ter that the ad"anta!e o low cost and ready a"ailability# ,econdary data can be di"ided into two types' 1# -nternal data 0# )5ternal data <hen researcher uses the data that has already been collected by other data are called secondary data# ,econdary data can be obtained rom 8ournals i#e# internal sources report, !o"ernment publication and boo?s, pro essional bodies etc# -nternal data are reports and memos !enerated within an or!anisation to acilitate its operations and annual report# )5ternal data are those specially produce or outside consumption#

- %7 -

S 3r"$! 7r & 5%i"% *%$ r$!$ar"%$r %a! *a>$' *%$ !$" 'dary da*a ar$ a! 3'd$r6

1# +irect obser"ation 0# Airtel website =# Boo?s or mar?etin! mana!ement 7# ,ur"eys and customer data ( report 5# Airtels customers care o ice %# AirtelPs Brouchers

SAMPLE DESI9N Ar$a 7 Sa&2l$6

The areas co"ered up in this sur"ey was +)&3-

S$l$"*i ' 7 3'i*! 3'd$r !*3dy

,amplin! Anits rom +)&3- were suppliers and Consumer o mobile connection

S 3r"$ li!* +Sa&2li') Fra&$. SUPPLIERS6 18 CUSTOMERS6 48 Sa&2l$ !iM$6 <8

- %$ -

Sa&2li') Pr "$d3r$6 Pr (a(ili*y Sa&2li') +,imple Dandom ,amplin!;

- %9 -

OB1ECTI=E OF THE STYDY

o To study the consumer trends in telecommunication sector# o To study consumer decision-ma?in! ( pre erences# o To study mar?etin! strate!ies adopted by Airtel#

- 71 -

- 71 -

DATA ANALYSIS AND INTERPRATION

(1) Do you have own mobile connection?

A. Yes B. No.

14
Having Mobile Not having obile

86

The data shows that the total sample siEe o 51 people ta?en or research out o which $%2 o persons ?eep mobile with them#

,ample siEe - 51

3a"in! mobile @es .o

Despondent 7= 7

- 70 -

:0;

<hich ?ind o phone you would li?e useX

!an" line Mobile

The data shows that the total sample siEe o 51 people ta?en or research out o which 512 o persons li?e to use land line phone and =12 person li?e to use mobile and rest 012 person li?e to use <&&#

,ample siEe - 51
CC..)CT-C. &A.+&-.) 6CB-&) <&& Despondent 05 15 11

- 7= -

(3) <hich a!e !roup you belon! toX

:a; :b; :c; :d; 15-01 01-05 05-=5 =5- abo"e

1#$%& %&$%# %#$'# '#$above

The analysis shows that 172 people rom 15- 01 a!e !roup, $2 persons rom 01-05 a!e !roup, =%2 persons rom 05-=5 a!e !roup, and 702 o people rom =5-abo"e a!e !roup ?eep mobile with them#

Sample size - 50
Age 15-20 20-25 25-35 35-above Respondent 7 4 18 21

- 77 -

(4) <hat occupation do you ha"eX

:a; Business :b; 4ro essional :c; Fo"ernment )mployee :d; ,tudent

The data shows that 51 persons are rom, 0= persons are pro essionals, 1% persons are 4ri"ate and 5 persons are ound retirement % person are !o"ernment employee to consume mobiles. Sample size - 50 Respondent 23 16 5 6

Occupation Professional Private Retirement Government

- 75 -

:5; <hich connection would you pre erX :a; 6T.& :b; Airtel :c; Cran!eL 3utch :d; B4& :e; Deliance

'& %# %& 1# 1& # &

(referen)es

<hen the pre erences or mobile phone connections were as?ed, results drawn that 712 o persons pre er to ta?e B,.& because they belie"e in B,.&Ps better co"era!e ( cheaper rates a ter B,.&, 012 o people opt Deliance ser"ices because o its cheaper rate and le5ible schemes, then Airtel is only 052 but there is "ery hi!h

recommendation or its better connecti"ity# Airtel is rich in attracti"e schemes and plans or business persons and persons related to corporate world# Sample size: 50 Phone Connections Airtel BPL MTNL OTHERS Respondent 20 8 12 10

- 7% -

(6) You would like to take prepaid connection or Post paid connection?
a. Prepaid b. Post paid

The research study shows that almost people from the selected segment give priority to Post Paid connection, because of the flexibility and attractive plans for this market segment.

Sample size: 50 Connection Pre paid Post paid Respondent 40 10

- 77 -

Air*$l C &2$*i* r?! Air*$l C &2$*i* r?! Air*$l C &2$*i* r?! &ar>$* C &ar>$*C &ar>$*C Mar>$*C La23 C La23 C CareterPs meetin! 4t# 9inal Touch .aaE photo comm# Tone ( melodies 6ilan comm# Aalamcomm# Vi8ay electronics Aman comm# Dose comm# TOTAL 712 %72 =%2 752 =$2 752 =$2 702 7=2 4<C %12 ==2 %72 552 %=2 552 %02 5$2 572 <<C 752 752 702 7=2 7=2 572 =$2 712 092 4;C 552 552 5$2 572 572 7=2 %=2 %12 712 </C 712 752 7=2 712 =$2 092 =$2 =$2 092 ;/C 592 552 572 %12 %=2 712 %02 %02 712 0;C

- 7$ -

O3*l$* 'a&$

Air*$l &ar>$* C &2$*i* r?! C &ar>$*C

Air*$l &ar>$*C

C &2$*i* r?! &ar>$*C

Air*$l C &2$*i* r?! La23 C La23 C

A 0 M communication B#>#6ar?etin! ,antacruE mart 6obile "illa Va?ola 6all 6atri5 telecom Fupta Telecom 6oon contacts 6obile city >on?an electronics TOTAL

7=2 %72 %12 %$2 $12 =72 5$2 772 772 5$2 01C

572 =%2 =92 =02 012 %=2 702 0%2 5%2 702 ;-C

712 512 92 072 712 512 =$2 702 ==2 =$2 24C

%12 512 912 7=2 %12 512 %02 5$2 %72 %02 /0C

==2 712 712 772 772 =12 752 5=2 752 7=2 4;C

%72 %12 592 5%2 5%2 712 552 772 552 572 </C

- 79 -

Air*$l C &2$*i* r? Air*$l C &2$*i* r?! Air*$l C &2$*i* r? &ar>$* C ! &ar>$*C &ar>$*C &ar>$*C La23 C ! La23 C Fala ( sons 75#112 052 5=2 772 %12 712 Bharat telecom 75#112 052 752 552 752 552 4ra"een ( sons 71#972 092 5%2 772 5%2 772 Marina !eneral store %7#502 =52 572 7=2 7$2 502 Da"i communication 70#7=2 072 552 752 7$2 502 ,ai communication 75#112 052 752 552 772 5%2 Nuality inn %0#512 =$2 502 7$2 5%2 772 .irmals shop 7%#772 072 7$2 502 %12 712 Andheri ,hop %%#%72 ==2 512 512 7=2 572 T *al /242/C 28C 4-C <1C <4C 40C

- $1 -

.air Fallery 4oonam Art Fallery Aman comm# >har -nternationals ,ai business Ani/ue telecomm# Anti/ue Communications 3armain )ntp## Crpat watches ,indhi 6obiles TOTAL

Air*$l C &2$*i* r?! Air*$l C &2$*i* r?! Air*$l C &2$*i* r? &ar>$* C &ar>$*C &ar>$*C &ar>$*C La23 C ! La23 C 552 752 752 552 ==2 %72 512 %=2 772 0%2 7=2 572 5%2 5%2 752 <8C 512 =$2 5%2 772 572 7%2 772 772 552 <8C 772 702 ==2 772 =%2 572 702 5%2 712 4;C 5%2 5$2 %72 5=2 %72 7%2 5$2 772 %12 </C 7=2 702 =12 712 %72 7=2 7=2 092 =$2 48C 572 5$2 %92 %12 ==2 572 572 712 %02 08C

- $1 -

Air*$l &ar>$* C 6a!ic !allery 4hoto world Baba Telecom Fi t 4oint Fi t 7 A Arco electronics 6arlboro telecom ,tar comm# 6ali? comm# 3i!hway international TOTAL 7%2 712 702 7$2 =%2 7=2 =$2 7=2 7=2 772 4;C

" &2$*i* r?! &ar>$*C 572 %12 5$2 502 %72 572 %=2 572 572 5%2 </C

Air*$l " &2$*i* r?! Air*$l " &2$*i* r?! &ar>$* &ar>$*C La23 C La23 C C 712 712 %=2 52 752 =52 =$2 =12 =72 092 ;8C %12 %12 =72 952 552 %52 %02 712 %=2 712 02C =12 =52 =%2 =72 092 =%2 =%2 =%2 =92 =$2 ;<C %92 %52 %72 %=2 712 %72 %72 %72 %12 %02 0<C

- $0 -

Amar Folden Bharat enterprise tel# stores s Airtel prepaid connection stoc? Competitor*s stoc? Airtel coupon "alue Competitor*s coupon "alue Airtel &apu "alue Competitor*s &apu "alue %72 ==2 702 5$2 752 552 5$2 702 712 %12 712 %12 %=2 =$2 ==2 %12 512 512

>apil comm# 712 092 ==2 %72 5%2 772

4lus 4oint comm# 752 052 702 5$2 7$2 502

4laEa .ew ,tar comm# comm# 7=2 072 712 %12 772 5=2 5%2 772 %12 712 702 5$2

>umai Juhu l !eneral comm# store 512 512 712 %12 712 %12 5%2 772 512 512 =$2 %=2

- $= -

SALES OF DIFFERENT RETAILERS

S4N 4 1# 0# =# 7# 5# %# 7# $# 9# 11# 11# 10# 1=# 17# 15# 1%# 17# 1$# 19# 01# 01# 00# 0=# 07# 05# 0%# 07# 0$# 09# =1# =1#
Finny Telecom ,odhi ,election >rishna )nterprises Bala8ee 6edical ,tore 4astry 4alace ,utech 4hotostat 6obile Fallery )-Mone Vi?as Teleco ,?yline Communication >ohli Associates Amit Cellnet ,unrise Communication Furunana? Telecom &ambawatch ,er"ice ,hri Bala8ee Communication Bhari8a Telecom Chabra ,ons Fupta Telecom Foodluc? Telecom Arora Telecom Baboo 6usic 3ouse Dincle )lectronics 3onest Telecom 4rince Communication Jyoti Telecom 3ari Telecom Bansal Communication Verma Communication ,unny ,ound +i?sha .etwor? Tra'!7 r&i') =al3$ =111La day =111La day =111La day 1111La day 511La day 1111La day 0111La day 7111La day 1111La day 1111La day 5111La day +on*t ,ell &apu +on*t ,ell &apu =111La day 5111La day 511 L a day 1111La day 1511 L a day =111La day =111La day 5111La day 7111La day 5111La day =111La day 0111La wee? 5111La wee? =111La day =111La day 5111La wee? 0111La day +on*t ,ell &apu D i') +N$5 Si&. </8 11 L a month 7 L a month 0 L a day +on*t ,ell ,im +on*t ,ell ,im +on*t ,ell ,im 10 L a month 11 L a month 5 L a month 5L a month 10 L a month +on*t ,ell ,im +on*t ,ell ,im 15 L a month 7 L a day 15 L a month 7L a month 11 L a month =La day 5La day 0La day 1La day 0La day 1La day 0La day 0La day 1La day 0La day 1La day 1La day +on*t ,ell ,im

- $7 -

=0# ==# =7#

Fo!ia Telecom Ar"ashi ,harma Telecom

7111La month =La month =111La day 5111La day 0 La day 1La day

- $5 -

SOME OF THE OUTLETS THAT I HA=E CO=ERED

S4N 4 1# 0# =# 7# 5# %# 7# $# 9# 11# 11# 10# 1=# 17# 15# 1%# 17# 1$# 19# 01# 01# 00# 0=# 07# 05# 0%# 07# 0$# 09# =1# =1#
@our*s ,hop Faba Communication Fosain )lectronics ,ant Ba?ers Ani/ue Communication ,u?h Communication Arora Communication Bala8ee Communication +ase )nterprises Fi t Corner +eepa? Communication >alptaru Communication J6+ Communication 3ello 4oint Fro"er Communication )lectronics <ays Com-Com 6elhotra Telecom Fro"er Car 4uneet Communication +i!ital A!e Bhawna Communication Anand Communication Vic?y Communication B#,# Telecom Da8u Telecom .oble Communication ,un Communication Tele Voice Asian )lectronics 9ine Computers

Tra'!7 r&i') =al3$

$111 L a wee? %111 L a wee? 01,111 L a wee? 11,111 L a wee? =111 L a wee? =111 L a wee? =111 L a day 15111 L a wee? 7111 L a wee? 01111 L a wee? 0111 L a wee? =111 L a wee? =111 L a day 5111 L a wee? 5111 L a wee? 01,111 L a wee? 15,111 L a wee? =5,111 L a wee? +on*t ,ell &apu 7111 L a wee? =111 L a day =111 L a wee? =111 L a wee? 0111 L a day =111 L a day %111 L a wee? 9111 L a wee? 5111 L a wee? =111 L a wee? 5111 L a wee? 5111 L a wee?

D i') +N$5 Si&. </1

0 L a wee? 1 L a wee? 7 L a wee? 0 L a wee? 1 L a wee? 1 L a wee? 0 L a wee? 11 L a wee? = L a wee? 5 L a wee? +on*t ,ell ,im 7 L a wee? = L a wee? 0 L a wee? 1 L a wee? 15 L a wee? 7 L a wee? 7 L a wee? +on*t ,ell ,im +on*t ,ell ,im 0 L a wee? 1 L a wee? 1 L a wee? 1 L a wee? 0 L a wee? = L a wee? % L a wee? 1 L a wee? 0 L a wee? 7 L a wee? 1 L a wee?

- $% -

=0# ==# =7# =5# =%# =7# =$# =9# 71# 71# 70# 7=# 77# 75# 7%# 77# 7$# 79# 51# 51# 50#

>undan 4roperty Air Communication 6elody ,tyle Communication Apna ,tore Jaishree harmilap 6onu ,tudio CraEy Communication Chawla Telecom Bhola Telecom Broadway 6usic Cellular 3ut 9eelin! Fi t 4oint Jai Ambe 9ancy ,tore >iran ,T+ >undan 4roperties Ambi?a Telecom 6anpreet Communication .a"een Corner .eha )nterprises Doyal Amar <atch

+on*t ,ell &apu +on*t ,ell ,im 5111 L a wee? 7111 L a wee? 5111 L a wee? +on*t ,ell &apu 0111 L a wee? 5111 L a wee? 0111 L a wee? =111 L a wee? +on*t ,ell &apu 5111 L a month +on*t ,ell &apu +on*t ,ell &apu +on*t ,ell &apu +on*t ,ell &apu +on*t ,ell &apu 0111 L a wee? +on*t ,ell &apu +on*t ,ell &apu 0111 L a wee? 0111 L a wee? 0 L a wee? 0 L a wee? 0 L a month +on*t ,ell ,im 0 L a month 1 L a wee? 0 L a day 1 L a month +on*t ,ell ,im 1 L a month 7 L a month +on*t ,ell ,im +on*t ,ell ,im +on*t ,ell ,im +on*t ,ell ,im 1 L 6onth +on*t ,ell ,im +on*t ,ell ,im 1 L a month 1 L a month

- $7 -

SWOT ANALYSIS OF AIRTEL

S*r$')*%!
-.V),TCDPs 9A-T3' -n"estorPs aith in Airtel that causes hu!e monetary support# ,TDC.F A+6-.-,TDAT-C.' Ander the leadership o Bharti Cellular &td Airtel pro"ed themsel"es as an well-or!aniEed ( administrati"e company# BDA.+ .A6)' Airtel as a brand is the synonym o success# -t is the lar!est pri"ate limited or!aniEation o -ndia#

W$a>'$!!
&ac? C Co-Crdination Between +eptt# &ac? o Choice o Food 4re-paid numbers li?e HH@@ numbers li?e others pro"idin!#

O22 r*3'i*y
a"ourable TADD-9,' .ewly issued tari s are suitable or Airtel so they can easily modi y their tari plans accordin! to it and !ain customer attraction#

T%r$a*!
tou!h CC64)T-T-C.' Airtel has to ace a tou!h competition with e5istin! mar?et leaders li?e Deliance :Deliance is pro"idin! 9ree Cut!oin! also; 3utch, -dea, +olphin and Trump#

- $$ -

FINDIN9S Airtel 9,C

9,C - 9ull ,er"ice Cutlet Basically or pro"idin! customer ser"ices in terms o their /ueries to build !ood relation with customers to reach a point o customer satis action# Buildin! !ood customer relation does not only help in e5pandin! sales but also helps in ?nowin! the customer better and ?nowin! the customer urther leads to ac?nowled!ement o tastes ( pre erences o the customer#

Cne o the "arious ways to reach the customer is throu!h ranchisee# -t helps the customer to be in touch with a particular business# The ranchisee should be at many places to build a stron! relation with all se!ments o customer# -t must also ha"e many customer e5ecuti"es so that there are enou!h people to attend all customers and time can be sa"ed# -t leads to instant help to the consumer to be happy and satis ied and the sole purpose o mar?etin! QCustomer ,atis action is achie"ed#

OUTLOOA OF THE FRANCHISEE'

The ranchisee was ha"in! transparent !lasses outside so that anybody can loo? in that its open rom outside rom inside the ranchisee was beauti ully urnished with urniture# 6ost o the thin!s there was o Ded, blac? and white colour which are colours o Airtel# The ranchisee was centrally air-conditioned and ha"e all the necessary thin!s which customer needs li?e su icient number o seats, drin?in! water etc#

- $9 -

INTERACTIN9 WITH THE CUSTOMER?S

All the customer*s were treated well, when they enters the ranchisee the e5ecuti"es !reets them# All the e5ecuti"es there listens the customer /uery "ery patiently and try there le"el best to sol"e it they send the customer to the loor mana!er# For eg.: 9or the new connection - The e5ecuti"es irst listenin! to the customer patiently :his needs and pre erences; than tell them postpaid and prepaid connection plans which most suited to the customer and helps them to choose the best or them, on the basis o their bud!et, or what purpose they are buyin!, how o ten he will use it etc#

SER=ICES PRO=IDED BY Fra'"%i!$$6

.ew 4ostpaid and prepaid connection .ew ,-6 issue +uplicate ,-6 issue# Coupons and )asy rechar!e :Value; Bill deposit :-n cash and che/ue; ,ol"in! Customer /ueries 6i!ration o prepaid connection to postpaid connection and "ice "ersa .ame and Address chan!e o postpaid connection Acti"ation o Doamin! and ,T+ Bill details Chan!in! o plans +isconnection o plan

- 91 -

6obile problems Nueries re!ardin! broadband, F4D, Nueries re!ardin! &and line phone

OBSER=ATION6
The e5ecuti"es there were not ully aware o all plans# 9or e!# the e5ecuti"es was not aware that Ds# 0,111 prepaid Connection in which the customer*s !et two years incomin! "alidity was still !oin! on, he come to ?now about it when the customer said that he !ot a messa!e rom Airtel today about this plan# Customer*s o new connection were "ery unhappy that there connection will be acti"ated a ter a wea?# Customer*s were not satis ied with the Airtel ser"ices# Customer care number doesn*t connects easily, it ta?es a lot o time to connect some-times a day to spea? with e5ecuti"e# 6any raud cases were comin!# 6ost o the people are optin! or postpaid connection instead o prepaid connection postpaid and prepaid connection plans which most suited to the customer and helps them to choose the best or them, on the basis o their bud!et, or what purpose they are buyin!, how o ten he will use it etc# 6ost o the people were optin! or Ds# 1=99 ad"ance rental plan o 0 years# 6any customers were demandin! or corporate connection but the e5ecuti"es said that indi"idual connection o corporate is not possibleI they should be atleast i"e connections# 4eople were "ery happy with add-on scheme o postpaid and also optin! or it#

- 91 -

The ranchisee sells 7 to 9 postpaid and = to 5 prepaid connection daily# 6any customer*s were comin! or ma?in! ad8ustment in their bill plan or amount# 6any customer*s were comin! with the problem that the plan they are assi!ned was not opted by them# Dadio-connecti"ity o their system was !ettin! "ery slow a!ain and a!ain by which the customer*s were !ettin! irritated# The customer*s who need prepaid connection were !ettin! less pre erence in comparison to the customer*s who need postpaid connection# The customers were "ery happy with Airtel scheme in which the customer can ma?e the payment throu!h ban? automatically e"ery month by illin! )CD orm#

- 90 -

DCONCLUSIONE D9 d !$r#i"$! i! *%$ 5ay * r$*ai' *%$ "li$'*!E

A-DT)& CC..)CT-C., AD) ,)&&-.F B)CAA,) C9 B),T .)T<CD> CCV)DAF)# FCC+ D)&AT-C.,3-4 C9 9C,# ( D)AT-&)D -, B)-.F 3)&49A& -. ,)&&-.F# &ADF) 6AD>)T CCV)DAF), )A,@ AVA-&AB-&-T@ C9 CCA4C.,# CA,TC6)D CAD) .A6B)D +C), .CT CC..)CT, )A,-&@ A.+ )H)CAT-V), T3)D) <)D) A&,C .CT A<AD) C9 T3) ,C3)6),#

- 9= -

LIMITATIONS OF THE STUDY

<hile wor?in! on this pro8ect - ha"e to ace some di iculties while conductin! the sur"ey# 4eople were not interested in !i"in! there actual in ormation about their amily income and airtime, as they were e5tremely scared about the income ta5 some people ha"e di icult to ta?e them in con idence so that they can !i"e correct in ormation# ,ome o the limitations are'

N * a* % &$ R$73!al * " - 2$ra*$ R$!2 'd$'* (ia!

- 97 -

RECOMMENDATION
The company should !o ahead with a!!ressi"e mar?etin!# They should li!ht competition on 1# 0# Awareness le"el# 4ricin! strate!y#

Thus, the recommendations ir these are as ollows' 1# AWARENESS :a; :b; The company should sponsor local pro!rams# The company should arran!e brie in! sessions at prominent clubs such as &-C., C&AB and DCTAD@ C&AB, etc# :c; The company should or!aniEe awareness /uiEEes throu!h .ewspapers, 6a!aEines ( announce suitable rewards accordin!ly# :d; The company should distribute, l ea lets o A-DT)& Cellular in posh colonies o +)&3-#

0# 4D-C-.F ,TDAT)F@
:a; The company should loo? the strate!ies o the competiti"e companies# :b; The company should try its le"el best to ?eep the price low as compare to competitors# :c; The schemes should be updated as per the needs and occasions

- 95 -

:a;

As the company ha"e captured the western mar?et they should retain the customers

:b; :c; :d; :e; :;

Try to capture the nearest other mar?ets nearby Cccasional o ers 4roper billin!s to the post paid users 4roper response to the customers on the helpline no# Cr toll ree nos# Doamin! deposits should be reduced

FURTHER RECOMANDATION 6atch competitors schemes# Communicate the schemes to os# And retailers daily# Better numbers in pre W paid as customer re/uires choice# )nhance the ser"ice in areas with wea? networ?# Coordination between departments must be impro"ed# There should be more customer care numbers and e5ecuti"es so that the problems o the
customers can be sol"ed /uic?ly#

They should ha"e more space or payment# The e5ecuti"es there should be !i"en trainin! time to time about new schemes and plans# .o phone calls should be attended while entertainin! the customer# )"ery e5ecuti"es should ?now his responsibility and wor?#

- 9% -

- 97 -

SUR=EY OF AIRTEL
D$ar SirJMada&, <e are than? ul to you or patroniEin! A-DT)&# <e hope that you are satis ied with the product and /uality o the ser"ices o ered by the Airtel# As there is always scope or impro"ement, we would li?e to !et your opinion in these areas# - would, there ore, re/uest you to ?indly assist us in our e orts by sparin! a little time to !i"e us your "aluable eedbac? and su!!estions in the eedbac? orm below# 4lease do not hesitate to in orm us o any obser"ation that you thin? may be rele"ant# <e assure you that we would try to come up to your e5pectations#

- 9$ -

BIBLIO9RAPHY

BOOAS
6ar?etin! 6ana!ement by 4hilip >otler 9th )dition Desearch 6ethods or mana!ement by +r# ,# ,ha8ahan 0nd )dition 4rinciple ( 4ractice o 6ana!ement by &#6# 4rasad, 7th )dition#

REFRENCES
A-DT)&Ps reports Boo?s ( ma!aEine on mobile communication

WEBSITES N SEARCH EN9INE

www#airtelworld#com www#bhartitele"entures#com www#researchandmar?et#com www#in o-shop#com www#smartmobs#com www#yahoosearch#com

- 99 -

- 111 -

OUESTIONNARIE
1. Do you have own mobile connection?

A. B.

Yes No.

24 W%i"% >i'd 7 2% '$ y 3 5 3ld li>$ 3!$P A# &A.+&-.) B# 6CB-&) C# <&

;4 W%i"% a)$ )r 32 y 3 ($l ') * P 15-01 01-05 05-=5 =5- abo"e

44 W%a* ""32a*i ' d y 3 %a#$P :a; Business :b; 4ro essional :c; Fo"ernment )mployee :d; ,tudent

- 111 -

<4 W%i"% " ''$"*i ' 5 3ld y 3 2r$7$rP 6T.& Airtel Cran!eL 3utch B4& Deliance

- 110 -