Airtel Organizational Study

Organization Study at BHARTI AIRTEL
EWCM/SDG/DD Page 1

EXECUTIVE SUMMARY
Airtel comes to you from Bharti Airtel Limited. It is one of the leading
integrated telecom services providers with operation in 18 countries across Asia
and Africa. Sunil Bharti Mittal is the Founder, Chairman and Group CEO of
Bharti Enterprises, one of Indias leading business groups with interests in
telecom, financial services, retail, reality, manufacturing and agriculture.
Airtel is one of Asias leading providers of telecommunication services with
presence in all the 22 licensed jurisdiction (Also known as Telecom Circles) in
India and Sri Lanka.
Airtel not only deals with telecom but also it has many other products. It has
pioneered several innovations in telecom sectors. The company is structured
into four strategic business units:- Mobile, Tele Media, Enterprise and Digital
TV.
The mobile business offers services in India, Sri Lanka and Bangladesh. The
telemedia business provides broadband. IPTV and telephone services in 89
Indian cities. The Digital TV business provides Direct-to-Home TV services
across India. The Enterprise business provides end-to-end telecom solutions to
corporate customers and national and international long distance services to
telcos.


EWCM/SDG/DD Page 2

INTRODUCTION
Airtel was born free, a force unleashed into the market with a relentless and
unwavering determination to success. A spirit charged with energy, creativity
and a team driven to seize the day with an ambition to become the most
globally admired telecom service. Airtel, in just ten years of operations, rose to
the pinnacle to achievement and continues to lead.
As Indias leading telecommunications company Airtel brand has played the
role as a major catalyst in Indias reforms, contributing to its economic
resurgence.
Today we touch peoples lives with our Mobile services, Telemedia services, to
connecting Indias leading 1000+ corporate. We also connect Indians living in
USA, UK and Canada with our callhome service.
Partners of Airtel:-
1. Network equipment
Mobile Services : Nokia Siemens, Ericsson, Huawei.
Telemedia & Long Distance Services : Nokia Siemens, Juniper, Cisco, Alcatel
Lucent, ECI, Tellabs.
2. Information Technology : IBM
3. Call Centre Operations : IBM Daksh, Hinduja, Teleperformance,
Mphasis, Firstsource & Aegis.
4. Equity Partner ( Strategic ) : Singtel.

EWCM/SDG/DD Page 3

SCOPE OF THE STUDY

1. It helps students to understand the working environment and the
procedural setup of the organization/company.
2. It is useful for the students for further reference.
3. It helps the students to gain practical knowledge.
4. To know about the Telecom Sector and the rising competition in this
particular field.
5. To know about the functioning of the Telecom company.


EWCM/SDG/DD Page 4

OBJECTIVE OF THE STUDY
1. To know about the company and its nature.
2. To know about the different types of the product they are dealing with.
3. To know about the merits and demerits of the company.
4. To know about the shortfall in their products that is running in the
market.
5. To know the types of services that they are offering to their customers.
6. To know about the Internal and External environment of the company.


EWCM/SDG/DD Page 5

METHODOLOGY
The branch of philosophy that analyzes the principal and procedures of inquiry
in a particular discipline. Also the method applied to collect the required
information from the company.
Primary Data:
Primary Datas are first hand data those which are collected from the direct
source. Here datas are collected by meeting the officials personally. This
method of collection of data is very helpful as because we can know about the
internal matter and also be able to get different answers as the mentality of
person varies.
Secondary Data:
Secondary Datas are the second hand data which are usually taken or collected
from the existing records.
Datas collected from secondary sources are like companys record of work,
companys web sites, reference texts, the documents of the company.
The purpose behind the collection of the datas is to know about the past
position of the company and the feedback of the customers towards the
company and also the product of the company.


EWCM/SDG/DD Page 6

LIMITATIONS:
There is no such work which remains untouched with the limitation. But no
company will let themselves down by letting us know what are there
limitations.
And also the company didnt provide me the datas as those were confidential
and were not discloseable in general.


EWCM/SDG/DD Page 7

Industry profile
Meaning and Definition of Telecommunication
Telecommunications, also called telecommunication, is the exchange of
information over significant distances by electronic means. A complete, single
telecommunications circuit consists of two stations, each equipped with a
transmitter and a receiver. The transmitter and receiver at any station may be
electrical combined into a single device called transceiver. The medium of
signal transmission can be electrical wire or cable ( also known as copper ),
optical fibre or electromagnetic fields. The free-space transmission and
reception of data by means of electromagnetic fields is called wireless.
The simplest form of telecommunications takes place between two stations.
However, it is common for multiple transmitting and receiving stations to
exchange data among themselves. Such an arrangement is called
telecommunications network. The Internet is the largest example. On a smaller
scale, example include: Telephone networks, Corporate and academic wide-area
networks(WANs), Police and fire communication system.

HISTORY OF TELECOMMUNICATION:
The history of telecommunication began with the use of smoke
signals and drums in Africa, the Americas and parts of Asia. In the 1790s the
first fixed semaphore systems emerged in Europe; however it was not until the
1830s that electrical telecommunication systems started to appear. This article
details the history of telecommunication and the individuals who helped make

EWCM/SDG/DD Page 8

telecommunication systems what they are today. The history of
telecommunication is an important part of the larger history of communication.
Now let us see how the telecommunication has improved from the olden days of
smoke signals and drums to the new changing technology of fast internet and
mobile phones.
Early Telecommunication:
Early telecommunications included smoke signals and drums. Drums were used
by natives in Africa, New Guinea and South America, and smoke signals
in North America and China. Contrary to what one might think, these systems
were often used to do more than merely announce the presence of a camp.
In 1792, a French engineer, Claude Chappe built the first visual telegraphy
(or semaphore) system between Lille and Paris. This was followed by a line
from Strasbourg to Paris. In 1794, a Swedish engineer, Abraham
Edelcrantz built a quite different system from Stockholm to Drottningholm. As
opposed to Chappe's system which involved pulleys rotating beams of wood,
Edelcrantz's system relied only upon shutters and was therefore faster. However
semaphore as a communication system suffered from the need for skilled
operators and expensive towers often at intervals of only ten to thirty kilometres
(six to nineteen miles). As a result, the last commercial line was abandoned in
1880.


EWCM/SDG/DD Page 9

Telegraph and Telephone:
A very early experiment in electrical telegraphy was an 'electrochemical'
telegraph created by the German physician, anatomist and inventor Samuel
Thomas von Smmering in 1809, based on an earlier, less robust design of 1804
by Catalan polymath and scientist Francisco Salv i Campillo. Both their
designs employed multiple wires (up to 35) in order to visually represent almost
all Latin letters and numerals. Thus, messages could be conveyed electrically up
to a few kilometres (in von Smmering's design), with each of the telegraph
receiver's wires immersed in a separate glass tube of acid.
The first commercial electrical telegraph was constructed in England by
Sir Charles Wheatstone and Sir William Fothergill Cooke. It used the deflection
of needles to represent messages and started operating over twenty-one
kilometres (thirteen miles) of the Great Western Railway on 9 April 1839. Both
Wheatstone and Cooke viewed their device as "an improvement to the [existing]
electromagnetic telegraph" not as a new device.

In 1880, Bell and co-inventor Charles Sumner Tainter conducted the world's
first wireless telephone call via modulated light beams projected
by photophones. The scientific principles of their invention would not be

EWCM/SDG/DD Page 10

utilized for several decades, when they were first deployed in military and fiber-
optic communications.
Radio and Television:
In 1832, James Lindsay gave a classroom demonstration of wireless
telegraphy to his students. By 1854 he was able to demonstrate a transmission
across the Firth of Tay from Dundee to Woodhaven, a distance of two miles
(3 km), using water as the transmission medium.
On March 25, 1925, Scottish inventor John Logie Baird publicly demonstrated
the transmission of moving silhouette pictures at the London department
store Selfridges. In October 1925, Baird was successful in obtaining moving
pictures with halftone shades, which were by most accounts the first true
television pictures. This led to a public demonstration of the improved device
on 26 January 1926 again at Selfridges. Baird's first devices relied upon
the Nipkow disk and thus became known as themechanical television. It formed
the basis of semi-experimental broadcasts done by the British Broadcasting
Corporation beginning September 30, 1929.


EWCM/SDG/DD Page 11

After mid-century the spread of coaxial cable and microwave radio
relay allowed television networks to spread across even large countries.
Computer networks and the Internet:
On September 11, 1940, George Stibitz was able to transmit problems
using teletype to his Complex Number Calculator in New York and receive the
computed results back at Dartmouth College in New Hampshire.
[17]
This
configuration of a centralized computer or mainframe with remote dumb
terminals remained popular throughout the 1950s. However it was not until the
1960s that researchers started to investigate packet switching a technology
that would allow chunks of data to be sent to different computers without first
passing through a centralized mainframe. A four-node network emerged on
December 5, 1969 between the University of California, Los Angeles,
the Stanford Research Institute, the University of Utah and the University of
California, Santa Barbara. This network would become ARPANET, which by
1981 would consist of 213 nodes. In June 1973, the first non-US node was
added to the network belonging to Norway's NORSAR project. This was shortly
followed by a node in London.
ARPANET's development centred around the Request for Comment process
and on April 7, 1969, RFC 1 was published. This process is important because
ARPANET would eventually merge with other networks to form
the Internet and many of the protocols the Internet relies upon today were
specified through this process. In September 1981, RFC 791 introduced
the Internet Protocol v4 (IPv4) and RFC 793 introduced the Transmission
Control Protocol (TCP) thus creating the TCP/IP protocol that much of the
Internet relies upon today. A more relaxed transport protocol that, unlike TCP,

EWCM/SDG/DD Page 12

did not guarantee the orderly delivery of packets called the User Datagram
Protocol (UDP) was submitted on 28 August 1980 as RFC 768. An e-mail
protocol, SMTP, was introduced in August 1982 by RFC 821 and http://1.0 a
protocol that would make the hyperlinked Internet possible was introduced on
May 1996 by RFC 1945.
However not all important developments were made through the Request for
Comment process. Two popular link protocols for local area networks (LANs)
also appeared in the 1970s. A patent for the Token Ring protocol was filed
by Olof Sderblom on October 29, 1974.
[20]
And a paper on
the Ethernet protocol was published by Robert Metcalfe and David Boggs in the
July 1976 issue of Communications of the ACM.
[21]

Internet access became widespread late in the century, using the old
telephone and television networks.
Telecom in India:
The Indian telecommunications industry is one of the worlds fastest growing
industries, with 653.92 million telephone (landlines and mobile) subscribers and
617.53 million mobile phone connections as of may 2010. It is also the second
largest telecommunication network in the world in terms of number of wireless
connections after China. The Indian Mobile subscriber base has increased in
size by a factor of more than one-hundred since 2001 when the number of
subscriber in the country was approximately 5 million to 617.53 million in May
2010.


EWCM/SDG/DD Page 13

As the fastest growing telecommunications industry in the world, it is projected
that India will have 1.159 billion mobile subscriber by 2013. The industry is
expected to reach a size of Rs. 344,921 crore by 2012 at a growth rate of over
26 percent and generate employment opportunities for about 10 million people
during the same period. According to the analysts, the sector would create direct
employment for 2.8 million people and for 7 million indirectly.
Modern Growth:
A large population, low telephony penetration levels, and a rise in consumers
income and spending owing to strong economic growth have helped make India
the fastest-growing telecom market in the world. The first operator is the state-
owned incumbent BSNL. BSNL was created by corporatization of the erstwhile
DTS (Department of Telecommunication Service), a government unit
responsible for provision of telephony services. Subsequently, after the
telecommunication policies were revised to allow private operators, companies
such as Vodafone, Bharti Airtel, Tata Indicom, Idea Cellular, Aircel and Loop
Mobile have entered the space.
In 2008-2009 rural India outpaced urban India in mobile growth rate. Bharti
Airtel now is the largest telecom company in India.
Indias mobile phone market is the fastest growing in the world, with companies
adding some 20.31 million new customers in March 2010. The tatal number of
telephones in the country crossed the 600 million mark in Feb 2010. The overall
tele-density has increased t 44.85% in Oct 2009.


EWCM/SDG/DD Page 14

The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than
543.20 million now. The wireline segment subscriber base stood at 37.06
million with a decline of 0.12 million in Dec 2009.
Indian telecom sector: recent policies
All the Villages shall be covered by telecom facility by the end of 2002.
National Long Distance Service (NLD) is opened for Unrestricted entry.
The International Long Distance (ILDS) have been opened to
competition.
The basic services are open to competition.
Policies allowing private participation have been announced as per the
New Telecom Policy (NTP), 1999 in several new services, which
includes Global Mobile Personal Communication by Satellite (GMPCS)
Services, digital Public Mobile Radio Trunked Service (PMRTS), Voice
Mail/ Audiotex/ Unified Messaging Service.
Two telecom PSUs, VSNL and HTL have been disinvested.


EWCM/SDG/DD Page 15

Market Share of Wireless Operator In India:


EWCM/SDG/DD Page 16

COMPANY PROFILE
Airtel is one of Asias leading providers of telecommunication services with
presence in all the 22 licensed jurisdictions( also known as Telecom Circles ) in
India and in Sri Lanka. It served an aggregate of 133,708,496 customers as of
April 30, 2010, in India; of whom 130,616,487 subscribe to GSM services and
3,092,009 use Telemedia Services either for voice and/or broadband access
delivered through DSL. Airtel is the largest wireless service provider in the
country, based on the number of customers as of April 30, 2010. It offer an
integrated suite of telecom solutions to their enterprise customers, in addition to
providing long distance connectivity both nationally and internationally. They
also offer DTH and IPTV Services. All these services are rendered under a
unified brand AIRTEL
The company also deploys, owns and manages passive infrastructure pertaining
to telecom operations under its subsidiary Bharti Infratel Limited. Bharti
Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus Towers
are two top providers of passive infrastructure services in India
Factsheet:
Name Bharti Airtel Limited.
Business
Description
Provides mobile services in all the 22 telecom
circles in India, Srilanka and Bangladesh. Was
the first private operator to have an all India
presence.

EWCM/SDG/DD Page 17

Provides telemedia services (fixed line and
broadband services through DSL) in 89 cities
in India.
Also offers DTH and IPTV services.
Established July 07, 1995, as a Public Limited Company
Proportionate
Revenue
Rs. 396,150 million (year ended March 31,
2010-Audited)

2009-Audited)
As per US GAAP Accounts
Proportionate
EBITDA
2010 - Audited)
2009 - Audited)
As per US GAAP Accounts
Shares in Issue 3,797,530,096 as at Mar 31, 2010
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited
(NSE)
Market
Capitalisation
Stock Quote: BSE: INR 295.00
Customer Base 130,616,487 GSM mobile and 3,092,009

EWCM/SDG/DD Page 18

Telemedia Customers (status as on Apr 30,
2010)
Operational
Network
Provides GSM mobile services in all the 22
telecom circles in India, Srilanka and
Bangladesh. Was the first private operator to
have an all India presence. Provides telemedia
services (fixed line) in 89 cities in India.
Registered
Office
Bharti Airtel Limited
(A Bharti Enterprise)
Bharti Crescent, 1 Nelson Mandela Road,
Vasant Kunj Phase II
New Delhi - 110 070
Tel. No.: +91 11 4666 6100
Fax No.: +91 11 4666 6411

VISION AND PROMISE:
Airtel is the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses


EWCM/SDG/DD Page 19

We at Airtel always think in fresh and innovative ways about the need of the
customers and how we want them to feel. We deliver what we promise and go
out of our way to delight the customer with a little bit more
AWARDS AND RECOGNITION:
For the Year: 2010-2011
Airtel has won the Most Preferred Cellular Service Provider Brand award
at the CNBC Awaaz Consumer Awards in Mumbai. This is 6
th
year in a row
that Airtel has won the award in this category. This year, the awards were based
on an exhaustive consumer survey done by The Nielsen Company. Over 3,000
consumer, spanning 19 cities and 16 states in India, rated brands across different
categories to choose brands which delivered true value of money.
Bharti Airtel has received the prestigious Businessworld-FICCI-SEDF
Corporate Social Responsibility Awards 2009-2010. The FICCI Socio
Economic Development Foundation( FICCI-SEDF ) and Businessworld CSR
awards was instituted in 1999 to recognize exemplary responsible business
practices by the Indian Industry
For the Year 2009-2010:
Bharti Airtel rated as Indias Best Enterprise Connectivity Provider for 2009 at
the Annual Users Choice Awards instituted by PC Quest.
Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009
at the Telecoms World Awards Middle East by Terrapin.


EWCM/SDG/DD Page 20

Airtel was rated as the Strongest Band in the Economic Times Brand Finance
Brand Power Rating 2009. It is the only Corporate Brand to be awarded the
AAA rating.
Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand
Survey 2009.
Bharti Airtel ranked Indias second most valuable company, by Business Today
in 2009.
Quarterly Results:
The periods for the quarterly results are demarcated into four quarters in a
particular year.

The individual quarters are a cumulative sum of the months as described -
Quarter 4 (January, February, March)

Quarter 3 (October, November, December)

Quarter 2 (July, August, September)

Quarter 1 (April, May, June)


EWCM/SDG/DD Page 21

Annually Results:
This section constitutes of the companys detailed financial statements. The
financial data is available in United States Generally Accepted Accounting
Principles (US GAAP) and Indian GAAP (Annual Reports).


EWCM/SDG/DD Page 22

PRODUCT PROFILE
The Products which are offered by Airtel is very unique and attractive to the
customers. They also provide with lots of benefit and attractive key features to
the customers.
Airtel deals in four product or we can say that it is divided into four segments of
Airtel. They are:-
1. MOBILE
2. BROADBAND
3. DIGITAL TV
4. FIXED LINES
MOBILE:
Under mobile it is again divided into four. They are: Post Paid, Pre Paid, Black
Berry and Smart Phones. People can opt according to their requirement and
usage. All the provided schemes are available to the customer without any much
problem.
POST PAID:
Here Post Paid means after using the service we are to pay the amount that
which the customer has used. In post paid we are to select the Tariff before the
usage. According to the Tariff, we will receive our bill. Then comes the way by
which we can pay our bill. Airtel has provided hell lots of facilities for payment
of bill hassle free. We can pay our bill through Internet, Paying to the Airtel bill
payment outlets, through mobile and if you want to pay your bill sitting at home
that is also possible without the use of internet, mobile, etc. A collection of bill

EWCM/SDG/DD Page 23

from home is also possible with the help of collection boy who comes at your
door steps and collects your bill amount.
Auto roaming facility is given in post paid mobile connection. We can also get
post paid connection along with handset if required.
PRE PAID
Pre Paid means we have to pay before we use the service. In case of pre paid we
have different denominations of vouchers, we have to buy the recharge
vouchers and then by entering the 12-digit number we have to recharge our
number. We can also recharge our number online, with Lapu facility or by
buying the recharge vouchers.
Handset is also available with Pre Paid connections. We also have different
tariff for pre paid and for reducing the call charges, those which are called as
Power Recharge also. Roaming facilities are also give in pre paid all over India
other than North East and Jammu & Kashmir for security reasons.
BLACK BERRY
BlackBerry from Airtel is an always connected wireless solution providing
easy and secure access to your email and data. BlackBerry is the worlds most
integrated communication device on Airtel. With this we can now be constantly
accessible on mail, talk on phones and surf the internet at the same time,
schedule and coordinate appointments in the middle of meetings, raise approval
request, log in orders, update business databases and stay connected to your
colleagues, customers, friends and family from anywhere, anytime.


EWCM/SDG/DD Page 24

KEY FEATURES

Email

SMS/MMS

Wireless
Internet

Organiser

Camera*

Attachments

Instant
Messaging

Calender

Media*

SMARTPHONES
Smartphones are those which is supported by Windows mobile 6.5. We can say
this smartphones as Mobile PC. We can access in internet and can keep all
updates almost all the times. It has a very strong memory backup and can keep
in its memory for longer time.

BROADBAND
Broadband is a high speed internet service which is provided by Airtel. As we
all know how the broadband connection is, it comes with an extra wire which
is connected with PC or Laptop whatever with the customer wants to use it. It
also has different tariffs and many other variations in it. It is not moveable in
every place, we have to use in that place where we have taken the connection.
The broadband service is very much popular and is acceptable by the customer.
It has a very great demand in the market.


EWCM/SDG/DD Page 25

DIGITAL TV
Now a days this digital TV has become very famous and popular among the
people. This digital TV comes with a dish which is directly connected with the
satellite. In this service we can choose the channel required according to our
wish. In digital TV also we have to subscribe for the channels. The picture
quality with digital TV is very high and is very much clear.
With digital TV we have the facility of recording and pause the programme.
The provided cable TV service is now a days getting extinct among the people.
With this modern change in technology people are also opting the change.
FIXED LINE
Fixed lines we all know what exactly it is. This are those telephone lines which
is fixed in one place and is connected with a wire. This fixed lines are usually
used in homes, shops, telephone boots, office, etc where the mobility of the
phone line is not there. BSNL was the first to provide with fixed lines in the
country. Now almost all the telecom companys provide fixed line connection.
This fixed line has also the different tariffs. The fixed line is usually post paid,
but we can opt for pre paid also. This is very much helpful to the customer
because it has a less failure of lines and almost nil network problems.
This is all about the product of Airtel which is provided in the market for the
customer. All the products of Airtel is running successfully in the market
without any failure. The service which is provided by Airtel is speechless and in
any problem with the product they try to help the customer as fast as possible.


EWCM/SDG/DD Page 26

All the product has unique features in itself. All are different in their perspective
fields and because of the unique characteristics of the product, the brand
AIRTEL is acceptable in the market.


EWCM/SDG/DD Page 27


EWCM/SDG/DD Page 28

CUSTOMER SERVICE DELIVERY
Customer Service Delivery is one of the very essential department of the
organization. It plays a very vital role in the organization. This department starts
working right from the beginning when a customer applies for a connection.
CSD is the department which is to sort out any kind of problem faced by the
customer. The department is playing a very vital role in retaining the customers.
Let us now know in broad how this particular department functions. When a
customer wishes to take a connection he/she first goes to particular outlet where
a connection is available. Then the customer fills up the form and takes a
connection. This department then starts its work, they send for the verification
of the customer who has applied for the connection. After the verification is
done the connection of the customer gets activated and the customer starts using
it.
After that, if the customer wants to use other services provided by the company,
the customer will either go to the outlets or call in the help desk for further
query or to know about the schemes provided. All this role play is handled by
the CSD department itself. We can say that this department is directly
connected with the customers 24 hours.
The informations that we receive through Value Added Service( i.e. SMS) is
all done by this department itself. They always keeps the customers aware of the
newly launched schemes and try to benefit the customers. To benefit a customer
a company should always resolve the problems of the customers that they are
facing. They also should not only resolve the problem and leave, but they
should also follow up the customers from time to time and create goodwill
among them.

EWCM/SDG/DD Page 29

All this is done by the CSD department very smoothly and accurately. If this
department fails to perform then there will be a great chaos in the company and
may fail to proceed further.
The department has three touch-points:-

Now let me tell in details what are the Touch Points and what they actually
does:-
OUTLETS:
The outlets are those where a connection is available and a customer can go and
grab. The outlets are made by the company for easy access of the connection. If
suppose a customer is facing any problem, he/she will go to the outlet first and
ask what to do regarding it. They here at this point provide service to the
customers for easy access and contact the company as and when required. The
outlets work on behalf of the company and provide service to the customers.
Through outlets a customer pays bill, recharge the number, launch complains,
etc. Outlets are first place where from the functioning of the department starts.
TOUCH POINTS
OUTLETS CALL CENTRE SELF SERVICE

EWCM/SDG/DD Page 30

CALL CENTRE:
We are very much familiar with the term Call Centre. We know what it does
and how it functions. A call centre receives a call from a customer and treats the
customer according to their needs.
A customer contacts a call centre through a given helpline number by the
company. The call centre deals with the complains and also provide with
information that is required to the customer.
This is a place where they tries to solve the problem online if possible or they
take the complain from the customer and gives the customer a complain
number. Now a days call centre is available in almost all the companys. The
main function of call centre is to solve the problem of the customers and follow
up.
SELF SERVICE:
This is a touch point where a customer does everything themselves. This is done
with SMS service. By following the guide one can do it. Here what happen is if
a person wants to activate a service like miss call alert, caller tune, news, etc.
The customer can read the instruction and do it by himself by sending one SMS
or by dialling a specified number.
If a customer wants to check the balance amount of the number using for a pre-
paid customer or if a post-paid customer wants to know the bill amount of the
number, then the customer can by dialling the specified number provided by the
service provider can check it.

EWCM/SDG/DD Page 31

No department is possible to control and run smoothly if it is not sub-divided.
Likewise this department has three sub-divisions:-
1. Sales and Marketing.
2. Network
3. Customer Service
COMPLAIN MANAGEMENT CELL:
The CSD department has a special cell where it deals with the complain of the
customers. The cell is known as Complain Management Cell.
The complain management cell keeps an eye on the complain which
goes to the back end.
They sees whether the issues are resolved or not.
They try to find out what is the matter of the complain.
They resolves the complain and follow up their customers.
Eg: if a customer is having a problem with hello tunes or network, the
customer lodges a complain to the company through the call centres
and solves the problem.
This is how the complain management cell works and plays a vital role in
retaining their customers. The complain management cell works for whole day
and night to satisfy the customers and resolve their problems. Without this it
would have been very difficult to retain customers.


EWCM/SDG/DD Page 32

The CSD department has three departments. They are shown below:

SELF CARE AND IVR(INTERACTIVE VOICE
RECORDER)
This department aware customer about the launch of new product through
message or through IVR. There are some customers who doesnt have time to
go through the newly launched schemes and products in the market, in such
case this department plays a very vital role in self caring the customers and
making them aware of the products in the market.

CSD
CONTACT
EXPERIENCE
SERVICE
EXPERIENCE
ZONAL
OPERATION
Call centre,
IVR(Interactive
Voice
Recorder),
Service
Recovery.
Communication,
Collection,
Service,
Provisioning, Risk
and Credit.

EWCM/SDG/DD Page 33

ESCALATION LEVEL
This are the levels of solving the problems of the customers whoever launches
complains regarding facing of any problems with the service of the company.
This has three level of solving the problems, they are:-
LEVEL 1: Front Line
LEVEL 2: Nodal Officer
LEVEL 3: Applete Officer
After all this different divisions and all the levels of the CSD department, all
this are divided into two parts POST PAID and PRE-PAID. All the problems
are solved accordingly with the connection available with the customers.


EWCM/SDG/DD Page 34

HUMAN RESOURCE DEPARTMENT
Organizations are made up of people and functions through people. Human
resources are the wealth of the organization. No organization can run without
human being. This human being helps the organization to achieve goals and
targets of the organization. It is the total knowledge, ability, talents and aptitude
of an organization work force.
Human resource management (HRM) is the understanding and application of
the policy and procedures that directly affect the people working within the
project team and working group. These policies include recruitment, retention,
reward, personal development, training and career development.
According to Edwin B. Flippo HRM is the planning, organizing, directing and
controlling of the procurement, development, compensation, integration,
maintenance and production of human resources to the end that individual,
organizational and societal objectives are accomplished
Human Resource Management is the process of binding people and
organization together so that the objectives are achieved. Organizations are not
mere bricks, motor, machines or inventories. They are people. It is the people
who staff and manage organization.
OBJECTIVES OF HRM:
Objectives are predetermined goals to which individual or group activity in
organization is directed. Obesity of personal management is influenced by
organizational goals, individual goals and social goals are instituted to attain
certain specific goals. There are some of the basic objectives of HRM:
To create and utilize the people in the organization.

EWCM/SDG/DD Page 35

Motivate the workforce to accomplish the basic organizational goals.
Harmonious relation among all the members/workers of the organization.
Effective utilization of the human resources.
Provide training to the workers to improve their skills.
The Human Resource department in Airtel is divided into four sub-divisions.
Let us see what the entire department does and how it functions:

Now let us see what this departments usually does and what they provide to the
employees of the organization.

HUMAN
RESOURCE
TALENT
ACQUISITION
LEARNING AND
DEVELOPMENT
HUMAN RESOURCE
OPERATIONS
ADMINISTRATION/
SUPPORT FUNCTION

EWCM/SDG/DD Page 36

TALENT ACQUISITION:
1. ORGANIZATION STRUCTURE.
For talent acquisition the HR department should be familiar with the
organization structure. Because if they are not then they cannot know what are
the people required and in which department.

2. MANPOWER REQUIREMENT/ PLANNING.
Then comes the requirement of the manpower in the organization. Accordingly
the HR manager will plan and recruit people in the organization and fill up the
gap. While recruitment the company also has certain criteria for selection of
candidates. The company sees whether the company requires an MBA or
Graduate or Engineer i.e. we can say the type. They also sees that what type of
skill is required for the job.
According to Gisler, Man power planning is the process- including forecasting,
developing and controlling by which a firm ensures that it has the right number
of people and right kind of people at the right time at right place, doing work for
which they are economically most useful.
3. SOURCING.
Means what are the sources of selection of candidate. Candidates can selected
from the Educational Institute, Consultancies, Job Sites and Direct Approach.


EWCM/SDG/DD Page 37

4. HIRING.
Hiring means the process of selection of the candidate. The steps included in
hiring are:-
STEP 1: Short listing of the CVs submitted by the candidate.
STEP 2: Call for interview is given to the candidates. Again the type of
interview may be Verbal, Written and Psychometric.
STEP 3: Finally the selection of an candidate is done wherein the Offer letter is
given to the candidate, Appointment letter is given, Reference Check is done
and also the Medical check up.
5. INDUCTION/ORIENTATION:
After all the above formalities are done then comes the Induction Programme
where the newly joined employees are made familiar with the organization and
the Rules regulations and the policies of the organization. It also includes the
joining formalities and organization orientation.
LEARNING AND DEVELOPMENT
1. PMS (PERFORMANCE MANAGEMENT SYSTEM):
This is a system where the performance of an employee is measured based on
the annual KRAs .
2. CAREER DEVELOPMENT OF EMPLOYEE.


EWCM/SDG/DD Page 38

3. TRAINING AND DEVELOPMENT.
In this the employees are provided with training programmes to increase their
efficiency and potentiality.
HUMAN RESOURCE AND OPERATIONS
This sub division of HR department looks after the Salary of the employees,
compensation, Fringe Benefits and also records all the information regarding
the employees working in the organization.
ADMIN/SUPPORT FUNCTION
This looks after all kinds of support and facilities of the organization.
PROCEDURE FOR PROMOTION:
Promotion or level up gradation is based on the performance basis the KRAs.
Employees are evaluated on the key business parameters and on their leadership
skills through a rigorous evaluation process during the annual PMS (
Performance Management System). Promotion also depends on the job
requirement visa vis the current competencies required.
TRANSFER PROCEDURE:
In Bharti all employment contracts are subject to transfer as per companys
requirement. Employee can also opt for transfer /movement from one location
to another due to family reasons .


EWCM/SDG/DD Page 39

MARKETING DEPARTMENT
Marketing can defined as:
According to Philip Kotler Marketing is Marketing is analyzing, organizing,
planning and controlling of the firms customer impinging resources, policies
activities with a view to satisfying the needs and wants of chosen customer
groups at a profit.
Marketing occupies an imperative position in the organization of a business
unit. The traditional view of the marketing asserts that the customers will accept
whatever product the seller offers them. In this way the main concern of the
producer is to produce without considering the changes. The modern concept
may be viewed from the customers point of view. Marketing is customer-
centered, i.e.it resolves entirely around the ultimate consumer. The producer
cannot produce whatever he likes but he has to produce what customer needs.
In this way, marketing executes all those functions, which are necessary to pass
on goods from the producer to the customers in a process to satisfy there needs.
Thus the primary objectives of modern marketing is the satisfaction of
customers needs. Therefore, marketing functions are not limited to the functions
of buying and selling but they include all functions necessary to satisfy the
customer such as financing, storage, risk bearing and after sale service etc.
The Marketing Department maintains and adheres to certain policies and
procedure that have been framed in the same manner just other departments
maintain their policies and procedure for the overall benefit of the organization.


EWCM/SDG/DD Page 40

The structure of the Marketing department maintain by AIRTEL.

We all know that the work of an mobile overs when we make a call by pressing
the green button and cancelling with the red button. But there is a lot to know
beyond this. Paying bill and recharging with the number doesnt end up. From
the organization point of view there is a lot work to be done to satisfy the
customers.

MARKETING
ACQUISATION
CUSTOMER
LIFE CYCLE
MANAGEMENT
VALUE ADDED
SERVICE
BUSINESS
PLANNING AND
CUSTOMER INSIGHT
MARCOM/
BRAND TEAM
BABY CARE
MASS
HIGH VALUE
INACTIVITY

EWCM/SDG/DD Page 41

ACQUISITION:
This is the department where customers when enters new into the service, this
team plays a role there. They on board the customers in the company.
CUSTOMER LIFE CYCLE MANAGEMENT:

BABY CARE:
Baby care is taken to those customers who are new for the company. And to
make them comfortable with the company this care is taken. They are provided
all the information and make the customer what all the products and schemes
are available.
ENTRY EXIT
LIFE CYCLE OF A
CUSTOMER

EWCM/SDG/DD Page 42

MASS:
Mass group is that which means there are a large number of customers. And the
mass group is the Pre Paid users. The company tries to retain the number of
users. They are not so concerned with the income from them, but concerned
mostly about the huge number of customers in the company.
HIGH VALUE:
High Value customers are the Post Paid customers. The number of Post Paid
customers is less, but the revenue generated from the Post Paid customer is
high. So the company tries to maintain the revenue earned from customer.
INACTIVITY:
This department plays a role when a customer comes out of the Cycle. They
play a role of retaining the customers by offerings other schemes and by asking
the reason behind leaving the company. And if the customer agrees with the
new schemes offered by the company, they continues with the service and if not
they will leave the company.
VALUE ADDED SERVICE:
Value Added Service is the service which is not a voice call, i.e. SMS, MMS,
etc.


EWCM/SDG/DD Page 43

MARCOM/ BRAND TEAM:
This team is the medium of communication between the company and the
customer. They influence the selling of a product in the market. They express
the thought of the company in a practical form to the customers.
BUSINESS PLANNING AND CUSTOMER INSIGHT:
This department plan the future of the business and how to present them in the
market so that they can attract the customers and grow up their business.
The marketing department has to monitor their customers all the time. They are
the only one who can fulfil the need, desire and wants of the customer. It is very
much important to know how the customer treats the product in the market. The
marketing department creates brand awareness in the market.
The marketing department creates new outlets in the market so that the brand
can perform well and also made available to the customers.


EWCM/SDG/DD Page 44

FINANCE DEPARTMENT
Finance is the lifeblood of the business. Finance can be defined as the activity
concerned with the planning, raising, controlling and acquiring of funds used in
the business. Finance is the process of acquiring and utilizing funds by a
business. Without proper financial management, organization cannot achieve its
objectives.
Bad production management and bad sales in hundreds, but faulty Finance
slain in thousand
It is the master key, which provides access to all the sources for being employed
in the manufacturing and merchandising activities. It has rightly been said that
business needs money to make more money, when it is properly managed.
Hence, efficient management of every business enterprise is closely linked with
efficient management of its finance.
Although it may be difficult to separate the finance functions from production
marketing and other functions themselves can be readily identified. We may
identify two kinds of finance functions:
1. Managerial
2. Routine
Managerial finance functions are so called because they require skilful
planning, control and executing of financial activities.
Routine finance functions do not require a great managerial ability to carry them
out. They are chiefly clerical and are incidental to the effective handling of the
managerial finance functions.

EWCM/SDG/DD Page 45

a) Investment or assets mixed decisions
b) Financing or capital mixed decision.
For the effective execution of the managerial functions, the identical routines
have to be performed. These decision concern the procedure and involve a lot of
paper works and time. Some of them are below:
a) Supervision of cash receipt and payment and safeguarding of cash
balances.
b) Taking care of the mechanical details of new financing.
c) Record keeping and reporting.
Airtel has three verticals of the Finance Department. They are:

VERTICALS
FINANCIAL
REPORTING AND
COMPLIENCES
BIUSINESS
PLANNING
AND ANALYSIS
TAXATION

EWCM/SDG/DD Page 46

FINANCIAL REPORTING AND COMPLIENCES:
This vertical of the finance department deals with hard core accounting. We can
also say the day-to-day operations of the business.
BUSINESS PLANNING AND ANALYSIS:
They plan the future requirements of fund in the business. They are also
concerned with the decision support system. The reporting part to the higher
authority is done by this department.
TAXATION:
All the tax part is looked by this vertical. They decide the amount of tax to be
included. What should be the payment of tax and how much tax is collected is
looked by this vertical.
INVESTMENT:
Investments are mainly done in the setting up of network towers and
underground fibre cables. And the outside investments are done by the higher
authority like the CEO of the company.
COLLECTION OF REVENUE:
Revenues are collected from the three sources. They are:
a) MTC (Mobile Terminating Cost)
b) MOC (Mobile originating Cost)
c) Roaming revenue.


EWCM/SDG/DD Page 47

The company has to pay to the other telecom companies for using of the
network. Suppose an Airtel customer makes a call to Reliance customer, then
Airtel has to pay to Relience for making a call to the network. Rate of payment
differs from step to step. There are different rates for making a local call, for
STD call and for ISD call.


EWCM/SDG/DD Page 48

SWOT ANALYSIS

STRENGTH

1. Strong network.
2. Unique strategy for retaining the
customer.
3. Quick service
4. Solution of problems smoothly
and following it up.
5. National & International
presence.

WEAKNESS

1. Products are premium.
2. Low Post paid market.

OPPORTUNITY

1. Rural market penetration
2. VAS ( Value Added Services)
3. Brand visibility
4. 3G presence.

THREATS

1. Entry of new telecom
competitors.
2. Retention of talents.
3. Changing customer needs.


EWCM/SDG/DD Page 49

VISION, MISSION, OBJECTIVE AND GOALS OF THE
COMPANY.
By 2020 we will build India's finest conglomerate by:
VISION:
Always empowering and backing our people
MISSION:
Being loved and admired by our customers and -respected by our partners
OBJECTIVE:
Transforming millions of lives and making a positive impact on society
GOALS:
Being brave and unbounded in realizing our dreams


EWCM/SDG/DD Page 50

FINDINGS:

Large number of Pre-Paid customers and small number of Post-Paid
customers.

Airtel is costlier than any other telecom service provider.

Private sector employees mostly take up the Post-Paid connection.

Students take the Pre-Paid connections because of the low schemes and
different other facilities on and off campus.

They are linked with many private companies and also some of the govt.
organization with their corporate plans.

They satisfy their customers and always read for any kind of help to the
customers.

In North East Airtel has given the Pre-Paid roaming facilities.


EWCM/SDG/DD Page 51

SUGGESTIONS:

Make the plans cheap and make it open for all class of the people.

Before any other competitor grab the opportunity of fill the demand of the
customers, they should do it.

Try to upgrade the network where it is weak or disturbance of network.


EWCM/SDG/DD Page 52

LEARNING EXPERIENCE

Live experience can be otherwise called as the work experience and in this
much of time of live experience we have learnt How to talk with people, How to
approach people, How to work in a team, How to learn from others, How to
respect people, etc. The most important thing I have learnt from the
organization is how to be punctual and how to acquire knowledge. Working in
an organization we can improve our communication skills. The environment is
totally different in the corporate world and the organizations are doing their best
to service in the market. Every work is done in a systematic manner and to shift
the load every department is again sub-divided so that the organization runs
smoothly. We should always keep in mind that we should assign right job to the
right person.


EWCM/SDG/DD Page 53

CONCLUSION

Airtel is fulfilling the needs of many people. The company should promote their
product as attractively as possible. They should also maintain the market
reputation they has and retain the customers. There are lot of competitors in the
market, the company should face the tough competition and come out with
better policies and plans.
They should always focus on achieving the targets or objectives of the
company. The company has a tie up with many large organizations and which is
because of their service and reputation in the market. Hence, the organization
should change its policies with the changing market and maintain its position.


EWCM/SDG/DD Page 54

REFERENCE BOOKS :
Aswathappa, k, Human Resource Management, 4
th
Edition, published by
TATA MC Graw Hill, 2006.
Chandra, Prasanna, Financial Management, 7
th
Edition, published by
TATA MC Graw Hill, 2008.
Kotler, Philip, Marketing Management, 11
th
Edition, published by Asoke
K. Ghosh, 2003.

WEB SITES :
WWW.AIRTEL.IN
Accessed on date 15
th
July, 2010

Airtel Organizational Study

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Airtel Organizational Study

Uploaded by

Copyright:

Available Formats

Organization Study at BHARTI AIRTEL

You might also like