AIRTEL: Mapping the Evolving Generations

SIP project report

Submitted in partial fulfillment of the requirements for the

PGDM Program

By Shreshtha Raizada

Supervisors: Mr. Shujoy Dutta

Ms. Manaswini Acharya
Mr. Pinaki Dasgupta

International Management Institute, New Delhi

2014-2016

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 ACKNOWLEDGEMENT

I express my sincere gratitude to Organizational Guide Mr. Shujoy Dutta (Vice President & Executive

Planning Director) for his exemplary guidance and constant encouragement throughout the course of this

project. Moreover, I am immensely grateful to Mr. Mainak Bag (Account Planning Manager), for

lending me support, imparting knowledge and offering me valuable insights all throughout the tenure of

the project. I express my sincere thanks to Faculty Mentor Ms. Manaswini Acharya, Prof. Pinaki

Dasgupta, and Dr. D.K. Batra for guiding me in this Project. I am very grateful for their constant

support throughout the duration of the entire project.

I sincerely express my thanks to our Professors for their valuable guidance. I thank each and every one of

them for their valuable suggestions, motivation and encouragement. I wish to express gratitude to all

those, whom I have worked and interacted with and whose thoughts and insights helped us to further

increase our knowledge and understanding of the project.

I would also like to extend my thanks to various people, factors and situations which contributed to the

successful accomplishment of the task. Though, I am unable to mention all of them individually, but the

debt of gratitude to them is no less.

Last but not the least; I would like to thank IMI, Delhi for giving me the opportunity to get this relevant

exposure in the corporate sector.

SHRESHTHA RAIZADA

14PGDM053

IMI DELHI

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 CONTENTS
Certificate of Approval...2
Acknowledgement...........3

Executive Summary 6

Global Scenario of Mobile Internet Industry8

Telecommunications Industry in India..10

Bharti Airtel-Market Leader.........12

Mission15

Airtel Logo..15

Evolution of Brand Airtel (1995-2012)...16

SWOT Analysis.19

Tushman & Nadlers Congruence Analysis .....20

Background- Airtel Business Case..23

Launch of Airtel 3G..24

Launch of Airtel 4G..25

4G Cities In India..26

4G Enabled Devices.27

Objectives .28

Research Methodology.29

Airtel Store Visits.....30

Key Interview Transcripts32

Findings....41

Inferences.41

Conclusions..41

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Recommendations41

Scope for Further Research................45

Appendices

1. Models/Concepts46

2. Discussion Guide...51

3. Results/ Data Analysis.......52

4. Survey Questionnaire.66

List of Tables ....74

List of Figures75

Bibliography..76

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EXECUTIVE SUMMARY

High speed wireless broadband has the potential to transform India, provide a robust platform
for building the countrys digital economy and truly empower people. With one of the largest
pools of young population in the world, India will see massive growth in consumption of data
and content over mobile devices and proliferation of mobile commerce. I look forward to Airtel
playing a pivotal role in shaping this exciting future for India.

-Mr Sunil Bharti Mittal

Chairman and Managing Director, Bharti Airtel

The above statement of Sunil Mittal, Chairman of Bharti Airtel tells us the way Airtel wants to
change itself and the life of every Indian.

In the subsequent work we have identified how Airtel has communicated evolved from a
technology brand to a communication brand. We have analyzed the evolving generations 2G, 3G
and 4G networks and seen how mobile internet speed impacts peoples day to day life activities.
The intention was to study the relevance of speed in peoples lives by understanding the current
internet usage trends on 2G and 3G networks.

The objective was to find a central insight or creative thought on which Airtel-4G
communication can be pivoted. The methodology followed for the research was based on
secondary research (published reports, analysis of ads, newspaper articles, social media
platforms) and primary research (online survey, store & home visits and interviews).

Few observations were noted for instance, there is a scope of improvement for 3G network on
parameters such as Video chatting, Internet calls, video downloading and easy browsing/web

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page downloads. People consume up to 10-12 hours of Internet daily. 63% respondents use 2
devices simultaneously for Internet connectivity while 20 % respondents use 3 devices at a time.

65% of 3G respondents intend to shift to 4G network 50% said they probably will upgrade to
4G whereas 15% were definitely sure about buying 4G. 73% of Vodafone users were interested
in upgrading to 4G networks whereas only 51% of Airtel users were interested in 4G up-
gradation. 35% of Airtel subscribers are confused about 4G up gradation whereas only 20% of
Vodafone users were uncertain about 4G up- gradation. In 4G cities such as Bangalore and
Kolkata people still complain of poor network coverage and slow speed of Internet.

A few recommendations were suggested based on the research conclusions:

1. Promote Airtel 4G Dongle as the natural ally - FAST FRIEND of ALL Notebook Brands

2. Focus on 'emotional' and 'relationships' among family & friends more than business

3. Use 4G for Mission Critical Moments in Life

4. Ek bar try karo , lat lag jayegi ( the idea of addiction and dependence on faster
technology but in a more positive tone and style )

5. Be ahead of others! Anywhere. Anytime. Use 4G ( aimed at 3G fence sitters)

6. Create more moments out of the same life - Imagine slow, execute faster

7. Till smart phones do not provide freedom from notebook PCs/tabs, continue to push the
idea of ' two / three devices powered by 15 times higher speed'

8. Mission is Strategy - MAKE IN INDIA; Only Airtel can fulfill 'FASTER INDIA"
mission to connect with billion nation

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GLOBAL SCENARIO OF MOBILE INTERNET INDUSTRY

The mobile industry continues to scale rapidly with a total of 3.6 billion mobile subscribers at the
end of 2014. Half of the worlds population now has a mobile subscription. There were about 7.1
billion global SIM connections at the end of 2014. Mobile broadband connections will account
for almost 70% of the global base by 2020, up from just 40% at the end of 2014. Smartphone
adoption is already reaching critical mass in developed markets, with the devices now accounting
for 60% of connections.
Operators have invested heavily in their infrastructure over the past 3 years. Capital expenditure
is forecast to total US$1.4 trillion by 2020 to support mobile broadband network deployments.
4G is now being built out more rapidly than was the case with 3G. The developed countries are
witnessing a technology shift with increasing proportion connections now on the higher speed
3G and 4G networks.

Mobile is at the heart of the new digital ecosystem. It is driving innovation and the development
of new services in areas such as digital content, social networking and online commerce. Mobile
is delivering a new and vibrant ecosystem based on mobile broadband networks, advanced
smartphones and tablets and a growing range of other connected devices and objects.

Mobile has already redefined consumers experiences in many aspects of their daily life, as well
as created a range of new business opportunities and services. New technologies, imaginative use
cases and business models are likely to generate even more profound innovations, with mobile
increasingly linking the digital and physical worlds. Rapid smartphone adoption allows for new
products and services to be created, whether they are based on apps or on the development of
low power components that are the building blocks for new connected devices. Consumers are
beginning to realize the transformative potential of the Internet of Things with an increasing
number of services and launches focused on, for example, wearables and the smart home. The
benefits of the new mobile ecosystem are not limited to the developed world. Innovative mobile
solutions are helping to provide underdeveloped, underserved and poverty stricken regions with
the opportunity to overcome socio-economic challenges, particularly in the areas of financial
inclusion, health, education and disaster response.

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According to COAI, globally only 79 networks, out of 536 deploying 4G, are using the TDD
LTE platform, and are still in the trial or testing stage. On the device side, COAI said that
globally, there are only 361 devices supporting TDD LTE in the 2300MHz band, out of 1,889
LTE devices; in comparison, there are 3,900 3G devices and more than 5,000 2G devices. In
India, there are only four TDD LTE handsets for the 2300MHz band. According to GSMA
Reports, 4G connections are accelerating and are set to increase from 3% of global total in 2013
to 2.3 billion 4G connections by 2020.

Figure 1: Global Mobile Economy Scenario Source: GSMA Report 2015

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TELECOMMUNICATION INDUSTRY IN INDIA
India is the second largest telecommunications market in the world with 964 million subscribers
as of November 2014. The Indian Telecom market has grown at a high CAGR of 30 % since
1995 because mobile services have grown at a CAGR of 117% from 1995-2009. The key sectors
of Indian Telecommunication Industry include Internet, Telephony and Television Broadcast.
Some major telecom operators in India include Airtel, Vodafone, Idea, Aircel, BSNL, MTNL,
Reliance Communications, TATA Teleservices, MTS and TATA DoCoMo.

The factors that are making the mobile technology popular are the availability of low cost
handsets, extremely low tariffs, increased network coverage, encouraging regulatory
environment, increased income levels, and changes in consumer behavior. The underlying story
of this sector is the accelerated data consumption by the youthful population.

The important regulatory authorities of the telecom industry include MICT (Ministry of
Communications and Information Technology, DOT (Department of Telecommunications),
TRAI (Telecom Regulatory authority of India, the Telecom Commission and TDSAT (Telecom
Dispute settlement & Appellate Tribunal.

According to TRAI Reports 2014, Out of all the telecom operators Bharti is the leader in terms
of number of subscribers i.e. 205 million subscribers till March 2014. Vodafone is at the second
position with 166 million subscribers followed by Idea (135 million). Idea had net additions of
7.10 million users in a quarter whereas Bharti added 6.98 million in subscriber base. Reliance
Communication Group has seen a decline in subscriber base by 6.35 million.

Table 1 : Growth in Wireless Subscriber base

Source: TRAI Report: The Indian Telecom Services Performance Indicators January - March, 2014

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According to Telecom Regulatory Authority of India, the Internet subscribers increased from
238.71 million at the end of Dec-13 to 251.59 million at the end of Mar-14 with quarterly growth
of 5.40%. Wireless Internet subscribers increased from 220.38 million at the end of Dec-13 to
233.09 million at the end of Mar-14 with quarterly growth of 5.77%. The number of Broadband
subscribers increased from 55.20 million at the end of Dec-13 to 60.87 million at the end of
Mar14.

Table 2: Trend of Internet subscriber base

Source: TRAI Report: The Indian Telecom Services Performance Indicators January - March, 2014

Of the wireless market, the mobile wireless segment which includes phones and dongles has
increased from 40 million users in December 2013 to 45.6 million users in March 2014. On the
other hand, the fixed wireless broadband segment which includes Wi-Fi has also seen a shift
from 0.39 million to 0.4 million. Overall we see a positive trend in the number of total wireless
broadband subscriptions from 40 million in December 2013 to 46 million in March 2014.

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BHARTI AIRTEL THE MARKET LEADER
Bharti Airtel was founded in July 7, 1995 by Sunil Bharti Mittal. Airtel launched its mobile
operations in India in 1995. Since then it has been at the forefront of Indias mobile revolution
that has empowered millions across the length and breadth of the country. Airtel crossed the 100
million mobile customers mark in India in 2009.

Table 3: Bharti Airtel Key Milestones

Source: www.airtel.in

Currently, Bharti Airtel Limited is a leading global telecommunications company with

operations in 20 countries across Asia and Africa. The company is headquartered in New Delhi,
India and ranks amongst the top 4 mobile service providers globally in terms of subscribers. In
India, the company's product offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise services
including national & international long distance services to carriers. In the rest of the
geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel had over 300
million customers across its operations at the end of June 2014

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Bharti Airtel has been one of the pioneers in Indias telecom revolution over the past two
decades. Its unique low-cost business model transformed the sector and helped in the
proliferation of affordable mobile services. The Company is the largest telecommunications
company in India by customers and revenue. It put India on the data superhighway when it
launched the countrys first 4G services in 2012.

Table 4: Internet Subscriber Base & Market Share of Top 10 Service Providers

Source: TRAI Report: The Indian Telecom Services Performance Indicators, 2014

Airtel has the largest bouquet of mobile services for customers in India, including 2G, 3G, 4G,
Mobile Commerce and other Value Added Services. Its distribution channel is spread across 1.5
Million outlets, with network presence in 5,121 census and 460,655 non-census towns and
villages in India covering approximately 86.7% of the countrys population. Airtel has the largest
rural mobile customer base in India with over 88 million mobile customers (from rural markets).

Airtel has Indias widest 3G footprint, offering customers high-speed internet access and a host
of innovative services like Mobile TV, video calls, live-streaming videos and gaming. Airtel is
the only mobile operator in India to offer 4G services using TD-LTE technology, providing
customers the fastest wireless services with buffer-less HD video streaming and multi-tasking
capabilities.

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 In Africa, Bharti Airtel is the largest mobile operator in the Continent in terms of geographical
footprint, which spans 17 countries with over 70 million customers. Airtels mobile networks
cover over 1.85 billion people across its operations in 20 countries and carry over 311 billion
minutes of calls every quarter.

Bharti Airtel has become the fourth largest mobile operator in the world with presence in 20
countries including Inida, Sri Lanka, Bangladesh and 17 countries in African continent. The
company provides services such as mobile, voice and data solutions using 2G, 3G and 4G
technologies, Digital TV and IPTV services in India

Airtel participated in the spectrum auction in February 2014 for 900 MHz and 1800 MHz bands
and renewed some of its licenses. Airtels strategy is to enhance its leadership position by
building a robust network in the data segment. The company is committed to a data centric future
and has acquired Qualcomms 4G licenses in four circles in India.

Figure 2: Bharti Airtels Achievements

Source: Investor Relations at www.bhartiairtel.in

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 Figure 3: Bharti Airtel Awards and Honors

Source: Investor Relations at www.bhartiairtel.in

MISSION

Enriching lives means putting the customer at the heart of everything we do. We will meet their
needs based on our deep understanding of their ambitions, wherever they are. By having this
focus we will enrich our own lives and those of our other key stakeholders. Only then will we be
thought of as exciting, innovation, on their side and a truly world class company."

AIRTEL LOGO:
The unique symbol is an interpretation of the a in Airtel. The curved shape & the gentle
highlights on the red color make it warm & inviting, almost as if it were a living object. It
represents a dynamic force of unparalleled energy that brings us and our customers closer.
The specially designed logo type is modern, vibrant & friendly. It signals our resolve to be
accessible, while the use of all lowercase is our recognition for the need for humanity.
Red is part of our heritage. It is the color of energy & passion that expresses the dynamism that
has made Airtel the success it is today, in India, and now on the global stage.

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Figure 4: Bharti Airtel Vision Source: www.bhartiairtel.in

EVOLUTION OF BRAND AIRTEL (1995-2014)

1995: Airtel launches its first circle

2002: Airtel shifts from being a 'technology' brand to a 'communication' brand - as the category
witnessed high growth and was set to expand beyond voice and text. AR Rahman creates the
signature tune.

Rediffusion YR was the creative agency

Figure 5: AR Rahman -Airtel Brand Endorser

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2008: The mobile telephony category is in the verge of getting commoditized. India becomes the
only market in the world with more than 10 telecom players. Its time to move away from voice
as the basic promise of the category. Airtel bets big on VAS and launches a new campaign that
speaks about how barriers break when people talk.

Figure 6: Airtel Ad on the theme Communication helps break barriers

2010: Airtel rebrands itself and launches 3G services. Airtel and Rediffusion part ways amidst
much controversy. JWT is the agency behind the campaign on Good-Byes.

Figure 7: Airtel Ad on Never-ending Goodbyes by JWT

2011: Airtel launches the 'Har ek friend zaroori hota hai' campaign, created by Taproot India. It
injects some much needed freshness into the brand. The catchy jingle, the campaign's star, goes
viral.

Figure 8: Airtel Ad focuses on Youth Har Ek Friend Zaroori Hota Hai

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2012: After the popularity of its predecessor, Taproot creates the next big campaign for Airtel
called 'Jo tera hai woh mera hai'. Taking forward from the previous theme, this successful ad is
all about mobile internet and 'sharing'.

Figure 9: Airtel Ad focuses on the theme Sharing and relationships; created by Taproot

2014: Airtel was positioned as the smartphone network. An ad Boss Film focused on how
relationships often get strained due to professional demands. At such times, smartphones transcend their
role of being a mere communicating device, and play cupid.

Figure 10: Airtels Boss Film

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 SWOT ANALYSIS OF BHARTI AIRTEL

World's 3rd largest mobile servie provider

First mover Advantage
Strong Brand Image
Well established nationwide extensive infrastructure
Strengths Superior overall network quality/reliability

Late adoption of 3G
High infrastructure setup cost
Outsourcing of core systems
Adversely affected by price competition
Weaknesses Africa aquisitions and operations makes it vulnerable for losses

3G expansion
4G Introduction
Low Broadband Penetration
Cutting down costs in Rural areas
Opportunities
m-commerce

Increasing regulatory challenges

Slow returns of spectrum auctions
Low Switching costs for consumers
Perception of High Prices among consumers
Threats Increased competition from new players

Figure 11: SWOT ANALYSIS

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TUSHMAN & NADLERS CONGRUENCE ANALYSIS OF JWT

Culture

INPUT Work OUTPUT

Strategy Structure Performance

People

Figure 12: CONGRUENCE MODEL

The Congruence Model is based on the principle that an organization's performance is derived
from four elements: work, people, structure, and culture. The higher the congruence, or
compatibility, amongst these elements, the greater will be the performance. The Congruence
Model offers a systematic way to consider the root elements that drive organizational
performance. We analyze each component of the company in detail:

STRUCTURE

The company has an organic approach and the following functions are carried out:

Planning Client Creative Human IT Finance and

Servicing Resource Department Administration

Usually the hierarchy starts with the management trainee, moving onto executive and senior
executive. Above them is the group/account manager. Then there is executive director and
director. Over them is the vice president. The CEO/MD is at the top level.

The roles and responsibilities are clearly defined however there are no rigid lines of authority.
There are no formal chains of communication. However this does not mean that there is no

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control. Just because it is a creative agency does not mean that anything is taken lightly. The
employees need to maintain decorum and act professionally.

CULTURE

The most important thing is networking. You need to know how and from whom to get work
done. For instance, the client servicing people need to have cordial relations with the creative as
they are interdependent. The culture is very open and anyone can approach any one for help or
support. Ideas are welcome from everyone and not just expected from the creative department.
The culture is not too formal. People freely interact and often socialize with each other. Even the
administration does not put rigid rules over the employees. Like use of social networking sites,
watching movies or shows for entertainment or relaxation occasionally is never discouraged.

There is a system of openness in the working culture. The information flow happens across all
the levels of hierarchy. All the employees are addressed by their first names irrespective of
designations. Team members can directly approach their Executive Directors without having to
go through each level in the hierarchy.

WORK

The work culture in the agency is organic. Being an advertising agency, there is always an air for
creativity and innovation. There are different divisions like planning, creative, client servicing,
human resource and IT. They all work in sync with each other. Everything goes on in a
systematic manner. Although the divisions work together, no one ever steps on the others work.

There are defined roles. The planning department pitches to the companies for existing and new
projects. The client servicing department acts as an interface between the agency and the clients.
They take the brief from the clients and pass it on to the creative department. The creative
department is responsible for creating the magic. The HR and IT department provide support
functions. It is important that the approach of the organization is enthusiastic and quick. The
creative juices need be flowing at all times. Also there are tight deadlines so the work has to be
planned well.

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PEOPLE

Most people think advertising is mainly or entirely concerned with the creative process. In fact,
only a relatively small number of the jobs available within the industry are to be found in this
area. While there is a considerable range of creative jobs, these vary greatly in importance and
remuneration. The biggest distinction is between writing and graphic creativity. The skills
needed, apart from an extensive acquired knowledge of the activities being planned, are
imagination, common sense, and dedication. Many a times the employees are required to work
late hours.

Agency recruits graduates from a broad range of degree disciplines, although a qualification in
business studies, media studies, psychology, marketing or advertising is sometimes preferable.
The planning role requires research knowledge and good analytical skills. Qualifications needed
for advertising planning, which is often a jumping off point for higher management, typically
include economics, psychology, mathematics, statistics, or one of the sciences degrees.

Most of the employees are quite young in the age group of 23-30 years. They hold positions of
management trainee, executive and senior executives. The directors, VPs and higher level
management are usually 45 years and above.

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BACKGROUND: AIRTEL BUSINESS CASE
Airtel is Indias first and only 4G player and plans to ramp up its presence rapidly. Any other
player will take at least 6 months to start. So Airtel has a clear first-mover advantage. However,
positioning of 4G is generic. It is sold as the fastest wireless internet ever but that is more
manufacturers speak than consumer speak. The target market for Airtel is Gurgaon, Chandigarh,
Ludhiana, Amritsar, Delhi, and Chennai.

4G is available via dongle, CPE & select mobiles (currently iPhone 5 series, which will expand
to about 6 handsets very soon). Each device has a different use case. The consumer chooses a
device basis his needs which are determined by factors such as:

CPE: Availability of broadband in his premises either Airtel or other

Dongle: His mobility needs

Phone: his need for speed on his mobile

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LAUNCH OF AIRTEL 3G
Airtel made its 3G Debut in India on January 24, 2011 first in Bengaluru, Karnataka which is
Airtels largest circle by revenue market share. Airtel targeted to launch in all 13 3G license
circles by March 2011. Airtel introduced easy-to-understand intuitive 3G tariffs with data usage
limits. Airtel 3G customers are empowered to manage their 3G data usage alert and prevent bill
shock with proactive, personalised and timely data usage alerts.

It was the start of the new era when 3G services in India rolled out on Airtels network.
According to Mr. Sanjay Kapoor, CEO - Bharti Airtel Ltd (India & South Asia), 3G is much
more than a technology migration - it is a transformational shift - and Airtel's focus would be to
bring to its customers an enriched user experience on the back of a world class delivery network.
Airtels 3G services, delivered on a state-of-the-art high speed HSPA network, ushered in a new
era of unique life enriching services in entertainment, utility, commerce and health all now on
the customers mobile phone.

The Airtel internet on 3G gives customers the power of higher speeds to enjoy multimedia
services, high speed mobile broadband and internet access with the ability to view videos on
your mobile phone, make video calls, watch live TV, access high speed internet and enjoy live
streaming at never before speeds. The launch of 3G services was a key milestone in Bharti
Airtels vision to play a leading role in delivering the power of the mobile internet to an
increasing number of people in India. Service providers were required to bring all the ecosystem
players together in a cohesive manner - handset manufacturers, equipment vendors, application
developers and even consumers to scale up the penetration for 3G services in the country.

Keeping the focus on the user experience and relevant services, Airtels 3G plans are easy to
understand:

Time-based plans for light users of data - where usage and billing will be by hour.

Flexi-shield plans for heavy users of data - where usage and billing will be capped.

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LAUNCH OF AIRTEL 4G

Bharti Airtel launched Indias first 4G on mobile" services on April 10, 2012 in Kolkata by Mr.
Kapil Sibal, Minister of Communications and Information Technology, Government of India.

In 2010, Airtel had bid for BWA license spectrum in Kolkata, Karnataka, Punjab and
Maharashtra (excluding Mumbai) circles. Bharti Airtel is one of the founding members of the
Global TD-LTE Initiative (GTI) which was launched at the Mobile World Congress 2011.

Airtel 4G offers lightning fast speed internet speed and allows super fast access to High
Definition (HD) video streaming, multiple chatting, instant photo and video downloads and
sharing. The launch of 4G LTE services would also help in building Indias digital economy and
fulfilling the Government of Indias long term vision of Broadband on Demand.

According to Mr. Sunil Bharti Mittal, Chairman and Managing Director, Bharti Airtel, High
speed wireless broadband has the potential to transform India, provide a robust platform for
building the countrys digital economy and truly empower people. With one of the largest pools
of young population in the world, India will see massive growth in consumption of data and
content over mobile devices and proliferation of mobile commerce. He also added the
significance of Kolkata city which has now become the launch-pad for 4G in India as Airtels
first mobile call was also made from this city in August 1995.

Airtel empowered India to be one of the first countries in the world to commercially deploy a
cutting edge technology as 4G based on a state of the art network on TD LTE. This has surely
marked the beginning of a new chapter in Indias telecom success story. Now India has joined
the league of one of the most advanced telecom markets globally. According to Mittal, 4G would
provide equitable and inclusive economic growth of broadband services in India by enhancing
the reach of e-governance, e-health and e-educational services along with bridging the digital
divide. Airtel envisions India to have the best-in-class wireless broadband experience and to place the
country on data superhighway. Currently, Bharti Airtel is offering 4G services in 20 cities across
the country. The company announced in January that it plans to launch 4G services in Andhra
Pradesh, Himachal Pradesh, North East and Punjab by December 2015, Karnataka by February
2016 and Rajasthan by April 2016.

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4G CITIES IN INDIA
1. Kolkata 10 April 2012
2. Bangalore
3. Pune
4. Chandigarh 20 March 2013
5. Mohali
6. Panchkula
7. Ludhiana
8. Jalandhar
9. Amritsar 14 July 2014
10. Hoshiarpur
11. Phagwara
12. Kapurthala
13. Patiala 17 July 2014
14. Nagpur 24 July 2014
15. Moga 20 March 2015
16. Bhatinda 27 March 2015
17. Nasik
18. Chennai
19. Aurangabad
20. Vasai Virar Nalasopara

Airtel has created Special LIVE Demo zones and has installed Kiosks at Airtel Stores in all the
above mentioned 20 cities to help them get started on 4G. Apart from this customers are allowed
to SMS 4G on specific numbers for each city to get more details.

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4G-ENABLED DEVICES
According to Faisal Kawoosa, Lead Analyst, CMR Telecoms Practice, The reason for sales of
4G devices picking up can be attributed to the fact that consumers who were looking to replace
their Smartphones were investing in future network-compliant phones.

Xiaomi Redmi Note 4G is priced at Rs.9999 and is the cheapest 4G handset. Apple iPhone 6
Plus offers 4G services and is the most expensive 4G handset priced at Rs. 62450

SERIAL NO. MOBILE PHONES PRICES(INR)

1 Xiaomi Redmi Note 4G 9999

2 Samsung Galaxy A5 25466

3 Samsung Alpha 37927

4 Samsung Note 4 54990

5 Microsoft Lumia 638 8299

6 Apple iPhone 5S 38000

7 Apple iPhone 5C 22999

8 Apple iPhone 6 52849

9 Apple iPhone 6 plus 62450

10. LG F70 13490

11. LG G2 D802T 34990

12. LG G3 beat 18990

13. Lenovo Vibe X2 19999

14. LG G3 37275

Table 5: Price Range of 4G Enabled Smartphones

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 OBJECTIVES
Influence of
Drivers of consumption
Popular Culture

Demographics
Relevance of speed in Insights on Possible Psychographics
everyday activities 4G Mindset Attitudes for 2G/3G
users

Figure 13: OBJECTIVES

OBJECTIVE

Identify one or more consumer insights for 4G (which can be applied to all devices) on which
our B2C communication can be based. A central insight or creative thought on which 4G
communication can be pivoted.

SUBOBJECTIVES:

The intention is to study the relevance of speed in peoples lives and how mobile internet
speed impacts their day- to-day life activities.

To understand the possible 4G mind-set of a consumer who is currently on 3G/ 2G

network

To conduct a comparative study of 2G versus 3G users Internet usage patterns

The final objective of this project is to get a deeper understanding of the Clients business and to
help the Planning Team in creating an Advertising Plan for Airtel.

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METHODOLOGY

The exploratory research was done in two steps.

Secondary Research: Research was conducted to get an overview of key trends in the industry
and peoples reviews through TRAI Reports, GSMA Research, newspaper articles and social
media websites.

Primary Research:

Quantitative Study: Online survey was used in order to obtain information regarding the
research project. Further, the analysis of questionnaire responses was done to arrive at the final
conclusions. The research methodology that was adopted in this research was the survey
conducted through popular social networks Facebook, LinkedIn as well as E-mail responses.

Qualitative Study: Face-to-face interviews were conducted with consumers, Airtel Client,
mobile store retailers along with gaining experts opinion and conducting home visits.

Sampling Design: Convenience sampling has been used to choose our sample population of
respondents. We have chosen those people who are in our immediate network to gain responses
which are honest and valid. By this method, we have gained responses from 70 respondents.

Out of these, 74.29% are males and 25.7% are females. We also see that 68.57% of our
respondents belong to the age group 18-24 years. 28.57% of the respondents are 25-34 years old.
Also, 85.7% of the respondents are students, 10% are in service, and 4.3% have their own
business.

Questionnaire Design: The questionnaire was designed to obtain a correct interpretation of the
choices people make with regard to Internet consumption. The first few questions are aimed to
get basic data about ownership of Internet enabled devices, various sources of Internet, mobile
internet connection (2G/3G/4G). Then the respondents were asked to compare their 2G versus
3G experience on basis of multiple parameters such as video sharing on 2G versus 3G, Internet
Calls, Text chatting etc. The next part of questionnaire measures the quantity of consumption of
mobile internet and the time spent on Internet on a daily basis at different locations and different
time periods throughout the day. It also asks the respondents to rate the speed of Internet
connection in terms of signal strength, consistency of speed etc. Finally, the questionnaire tries to
understand the willingness of respondents to upgrade to 4G network and their current ISP. In the
end few questions were put to understand the demographics of each respondent.

~ 29 ~
Figure 14: Outside view of Airtel Stores in NCR

~ 30 ~
Figure 15: An Inside Look at Airtel Stores in NCR

~ 31 ~
KEY INTERVIEW TRANSCRIPTS

Interview 1:
Home Visit: Udit, 23 years Civil Engineer, Gurgaon

Figure 16: My face-to-face interview with an AIRTEL 3G customer from Gurgaon

ME: Hi Udit! Please tell us about yourself. What are your hobbies?

UDIT: Hi ! Im Udit. Im a Civil engineer. Ill be pursuing my Masters now in Structural

Engineering. I like watching videos on the Internet like funny videos and short videos of
IPL; cricket stuff (sports stuff) and videos on Facebook like the Troll videos.

ME: You were on 2G before and now youre on Airtel 3G. What is the difference in terms of
experience?

UDIT: Obviously, Airtel 3G the speed is more and the buffering time is less. I can easily play
the videos. In 2G it was not possible for the videos to be played. 2G is basically for messengers
like Whatsapp, Viber etc. and 3G is more useful for higher data demands like downloading stuff
and watching videos. So yeah its been good so far.

ME: So, you are satisfied with 3G?

Udit: Yeah , I mean there is always a margin of improvement. I think Airtel is best in the
business.

Me: So you have been a loyal Airtel customer..

~ 32 ~
Udit: Yeah , Ive been a loyal Airtel customer. Ive been using Airtel for 5 years now.

Me: What is it that you find in Airtel that you think Airtel is the best for me.. You dont feel like
shifting to any other operator..?

Udit: Umm.. For Airtel, its the service absolutely. Service is great and the most important thing
when a customer wants to go for any particular Internet Service Provider is the range over which
the person can experience the network. So for that I think Airtel is the best

Me: How do you see the difference in Internet usage when you use your laptop/ tablet versus
your mobile?

UDIT: I am a 100% mobile user. I am not much into tablets and laptops although I own
both of them. But it particularly depends from person to person; what are the demands. Im not
a download freak. So, I just watch videos for 2-3 minutes maximum and like I use Whatsapp
messenger, facebook like that.. So my Internet usage is not much. Therefore I use my phone and
all my work is you know checking emails etc. which is done through mobile because its very
handy small.it can be very useful at times.

ME: And the kind of Apps you download. What kind of usage is that?

UDIT: I mean anything can be done on a phone today.

Me: Which Phone do you have?

UDIT: I have a Motorola Moto G 1st Generation and its able to do any task I assign it to do.
And I havent touched my laptop for like 6-7 months now. Yeah so anything I do .. even
Photoshopping or anything else I do it on my phone. I have Apps for that and I download it and
it saves time.

ME: Udit, if 4G was to come in Delhi, would you like to upgrade to 4G?

UDIT: First of all, my phone is not compatible for 4G.. if I keep this aside yes, I would like to
ofcourse I checked Airtel plans on 4G. They are giving the plans at the cost of 3G.. so thats cool
for now because 4G is way costlier than 3G. In the future , obviously it wont be the same.

ME: What are your expectations out of 4G? What is it that youre not able to do with 3G? or you
wish that if I have 15x greater speed then what would I have done with my phone?

UDIT: Obviously the maximum output I can get from the 4G network is heavy downloads
i.e. if youre getting the speed so obviously youll go for larger downloads.

Me: Movie download or music downloads?

UDIT: Like Movies download; bigger files- like episodes download; like TV series
download. Thats what it would be most useful for.. heavy data usage because I can easily do

~ 33 ~
my whatsapp messages and I can easily watch my 2-3 minute videos on 3G. I dont have any
problem with that.

Me: So, you think the data consumption will also increase..

UDIT: Yeah it would definitely increase if you have higher speeds; youll be watching more
videos. Itll become a continuous chain of watching videos.

ME: What about sharing 4G network through Hotspot. Suppose youre sharing your 4G network
with your friends, wouldnt that be great?

UDIT: Yeah, it would be for them.

Me: If all of you are watching at the same speed some movie or sport, it would be exciting no?

UDIT: It would be definitely exciting. Sharing the internet connection yeah I mean there are a
lot of things/tasks on Internet which can be done apart from connecting on LAN you can connect
wirelessly.. so for that high speed internet is required and thats where 4G will come into play.

Me: Thanks

~ 34 ~
Interview 2 :

Store Visit: Sachin Bhardwaj, Airtel Store Manager, Gurgaon

Figure 17: My face-to-face interview with an AIRTEL STORE MANAGER, Sector 15 Gurgaon

ME: Please introduce yourself

SACHIN: My name is Sachin Bhardwaj and Im the showroom manager for this store. I joined
in October 2014

ME: As a retailer what do you think of Airtel 4G coming up in Delhi

SACHIN: Actually there is a lot of excitement about 4G coming in Delhi. For example, now we
have started providing 4G Sims to our customers. Some customers who have 4G compatible
handsets are also receiving messages from Airtel. These customers come to us to gain more
information about 4G. So we tell them about 4G, 3G and 2G comparison. After the launch of 3G,
2G is almost vanishing. We explain the differences between 3G and 4G to people. Within 2-3
week, the demo system will start here. Well give Live demo to customers. We are getting more
Xiomi handsets- bannering has been done. So people are inquiring about those handsets as well.

ME: Is the handset compatibility a challenge?

SACHIN: Till now 4G handsets were of high quality; in range of 30k-40k but after Xiomi has
entered the market the handset prices are now as low as 7k- 10k. So, normal ordinary people can

~ 35 ~
easily buy. Airtel is also planning to launch a hotspot device worth 2000-2500 and in that 8-10
4G compatible devices can be connected simultaneously; and has 6 hours battery backup. So we
have a lot of options.

ME: What are the other products available for Internet connection from Airtel

SACHIN: Dongles are coming; Wi-Fi devices are coming. Were also bringing in CPE very
soon

ME: Whats CPE?

SACHIN: Its a DTH product

ME: What are the other services in mobile Internet?

SACHIN: The best thing about 4G is that were providing 4G to customers on the same plan

ME: So there is no hassle of SIM change etc.?

SACHIN: When customers were upgrading from 2G to 3G, they were finding it a little costly.
From Rs.150 for 1GB on 2G and directly shifting to Rs.255 for 1G on 3G...(Rs. 100 difference
jump) The plans are not out yet but according to the training we have got I am telling you that
the customer is being provided 4G at the same cost.

ME: This is just for the activation plan no? 4G price would increase in future?

SACHIN: We cant say that the price would increase.whether it increases or not.. but currently
according to the training weve got and from other sources, the day 4G launches in Delhi those
customers who are on 3G with 4G compatible devices, they would automatically be sent
messages that You are on 4G now.

ME: You must have heard about Reliance launching 4G somewhere near October this year?

SACHIN: Yes Reliance Gio is coming

ME: So what are your comments on that?

SACHIN: Maam, as a competitor whatever I have got to know is that Reliance is facing a lot of
problems in launching 4G. As you already know, Airtel is the best network.. at least in India.

ME: 4G was launched in 2012 in Kolkata but still we see very few people are on 4G. Why is that
so?

SACHIN: When 4G was launched in Kolkata we were providing 2G and 3G network to our
customers by using some other companys spectrum. Thats why we launched 4G in Kolkata.
We faced a lot of problems in Kolkata because it as a new product and whenever a new thing is

~ 36 ~
launched you always face problems. But this time, we are fully ready for the launch with
preparations. This is a very big launch- Delhi launch. There are 35 new launch and 50 cities have
re-launch

ME: Where is the Re-launch taking place?

SACHIN: In cities like Chandigarh, Kolkata, Bangalore where 4G is already running. Till now
weve been providing only data services but now we would be providing Voice + Data services.

ME: How are the customers responding? Are they not satisfied with 3G?

SACHIN: Maam they are satisfied with 3G to a large extent. See, when we moved from 2G to
3G, so customers got a great experience but there are some issues because there are lot of places
where 3G is not accessible.

ME: For example, in basements..

SACHIN: But in my experience of all the 3-4 places where we had our training, I dont think
after that 4G launch any customer would face any problems in terms of either network or speed.
Basically, now what will happen is that now a 3G person who used to spend 1-2hrs on a task
would be complete in 15-20 minutes. So, there would be lot of time saving. Apart from that
speed would be more.

ME: How fast is 4G? Ive heard 15x faster

SACHIN: Yes, approximately. Not sure, because everywhere its different. In some place its
43mbps and in few places it has crossed 50 mbps.

ME: How do you see the future?

SACHIN: Weve got to know that after 4G launch, work would be done more fluently. If I am
doing a particular task in 1hour and now if that work is complete within 15 minutes so I have
more time to speed up my work... for businessmen and college students they can finish off their
work faster.

ME: What is the training that youve got to attract consumers towards 4G?

SACHIN: See, today customers have everything except time. 4G is coming so time-saving will
happen.

ME: Do you think 2g people will shift to 4G?

SACHIN: Directly, they will not come but when we will show them the comparison.. for eg.
When a 2G customer comes, we have 3G compatible handsets so we give them a demo. We tell
them You are able to work this much on 2G, experience 3G

~ 37 ~
ME: In your experience what were the reactions of the customers?

SACHIN: This building has 3-4 mbps speed for 3G. On 2G you get 80-120 kbps. 8-10
customers come daily and out of them 50-60% customers are converted to 3G.

ME: What is the 2G mindest?

SACHIN: There is a segment that has set in its mind that 3G is for larger consumption, I
will consumer faster so my charges will be higher. So there is a price barrier. What you are
able to do in 2hours in 2G, you would be able to do the same work within half an hour on
3G. After 4G comes, I am sure the conversion will increase. It has been 10-12 hours for this
evolution from 2G to 4G so I think we have already taken lot of time in this. If we have
more time, we can do more extra work.

Interview 3:
Expert Opinion: Anil Gupta, Joint General Manager, IT at IFFCO Gurgaon

Figure 18: My face-to-face interview with an IT EXPERT, Gurgaon

IFFCO is a company with a turnover of around US$6 billion and spread throughout length and
breadth of the country pan India plus you have Joint ventures across the globe like Oman,
Senegal, Canada, Australia and Jordan.

Our prime objective of our organization is to provide best quality fertilizer to our farmers at the
best price. We have infused the information technology to achieve the desired objectives. In

~ 38 ~
India there are about 800 offices which are using IT in all day to day activities- Marketing, Sales,
Dispatches, Financial management, Inventory Management, Decision support system , Business
Intelligence runs on our IT infrastructure.

Now to run your IT infrastructure we have Data centre at Saket and all the applications whether
its enterprise wide, ERP, Mobility are centralised at Data Centre

Now the point comes how the end user gets connected to our Data Centre or worldwide all the
websites get connected. So, for our applications definitely were using MPLS technology up to a
certain level. But, all our applications are web based and our almost 500 offices they are using
either 2G or 3G

All are using either 2G or 3G. So when weve designed the applications so the resource and the
bandwidth were in crunch. Then there was deployment of 2G technology across the country.
Where we dont have the MPLS, were really dependent on 2G but we find 2G is very good till
the time youre using the voice and transmitting of low amount of data. There definitely 2G has
an impact on the entire country. It was a great achievement by our private players as well as the
government policies.

The reach of 2G has reached to each and every individual right from farmers, lowest level
persons, the farming community, may be a labourer to the CEO of a company. So, it was just an
explosion. And Players like Airtel, Vodafone, Aircel , Tata , Reliance definitely played a big role
to spread this Technology. Technology, they have made it so easy and comfort level that each
and every individual whether hes a literate or illiterate can use it with comfort .So people have
made the money; the players, the enterprises, the government everybody has achieved the
desired objective out of this.

But thereafter they came out with the 3G plan. That was good. In the meantime many many
applications have grown up and they were resource hungry. There was a need to transfer the
video, there was a need to pass on the unstructured data may be the clips, video frames,
document management system, workforce system. The entire need was re-defined; it was the
demand of the time to go for the higher bandwidth. So, bandwidth was becoming a limitation.

Immediately there was auction for 3G spectrum and there was spread of 3G spectrum. So people
have taken the ISP the major players like Tata, Reliance, Airtel, Vodafone. They have taken part
in the auction of 3G spectrum by the Government of India. The 3G was rolled out in a Phase
manner and simultaneously they make the revenue by storing the equipment, by providing
parallel services. But in my belief I found the base was not there especially our big class cities
you can say town or Tehsil. If you look at the village level or Taluka level.. absolutely we have
connected the server were using them but unfortunately till date the 3G penetration is not there..
So that is hampering the usage of IT. In an enterprise like ours or similar enterprises, why it has
not gone down to that level is may be a mystery or may not be a mystery.

~ 39 ~
I am of the opinion that the top CEOs of the telecos, the amount at which they have gone for
the license, the amount that they have paid was a huge and hefty and they started deploying the
3G services but the kind of revenue they were expecting have not turned up. I have shared with
them that you are going to bleed to make any profit out of this after paying so much of money.

If you look at the psychology of the Indian population or the user, they look for the basic price
for the performance. At what price they are getting the value? 80-90% of the people are still
using the mobile only for the voice purpose or maybe a small browsing of internet.

It is only the corporate, or the government, public sector and private sector or few people, they
are definitely going ahead with large amount of data and they need 3G. So, definitely growth is
there and the demand is there but the pace is a bit slow in 3G.

May be its a business decision and the return on the investment but as on date, I have surveyed
the country. All the north, south and west will cover around 132 sites. So surprisingly out
of 132, at least 30-40 sites were not having 3G presence.

The demand is there and the concept of IT penetration is changing, social media is coming
in a big way, mobility is coming in a big way. Nobody can stop the cloud and the data centre
concept.

And the prerequisite of cloud is the availability of your connectivity on the internet with the
required bandwidth.

Definitely 4G is the need of the time. Unless and until we get the 4G the penetration of
using the cloud technology in the Indian segment will be really difficult.

Airtel had announced the launch of 4G way back may be 2 years back in the entire country. But
we dont find any pace of 4G in the country.

Definitely there are advanced countries like South Korea and Japan who are deploying 5G.
All the developed countries.. if you go to Australia, New Zealand 4G is a common
phenomenon. When the signal is poor only then they downgrade it to 3G. So, 4G is
prevalent there.

Here, definitely I would say that India is lacking and India needs a big boost. Not only the
company but GOI policies with respect to 4G deployment, licensing and penetration at all the
centers. If they keep very heavy prices like in case of 3G the penetration was low, subsequently
they keep on reducing the prices by 20%,30% 40%

The model should be like this- that they keep on earning and keep on reinvesting the same
money and thats how the penetration will be there. I am hopeful and it is a matter of time.
Nobody can stop the penetration and deployment of 4G and in the times to come everybody will
go for higher internet speeds. Thanks!

~ 40 ~
 The following tables summarize each Finding with its Inference, Conclusion & Recommendation

Recommendatio
Focus Findings Inferences Conclusions
ns

Aggressively
Explore to reverse Challenge all Wi-Fi
Wi-Fi routers are Wi-Fi speed experience
the comparison i.e. speed claims to
higher in use than is greater than mobile
Mobile Internet XP reverse the 'Speed
mobile internet internet XP
> or = Wi-Fi Speed Leadership' in
'specific situations'
Promote Airtel 4G
Meant to enhance Explore the implicit
Dongles have more Dongle as the
freedom of internet relationship
Devices usage with notebook
usage, dongles are between dongles
natural ally - FAST
PCs FRIEND of ALL
notebooks buddies and notebook PCs
Notebook Brands
Aggressively
A fallback back option
Explore to reverse Challenge all Wi-Fi
Desktop PCs have for desktops, dongles
the comparison i.e. speed claims to
less compatibility are Plan B when fixed
Mobile Internet XP reverse the 'Speed
with dongles line internet fails in
> or = Wi-Fi Speed Leadership' in
consumer expectations
'specific situations'

3 G Users demand Huge opportunity given Use 4G for Mission

better experience on the pent-up demand for Critical Moments
the following better XP in Life
Overseas chatting,
63.4 % respondents important ( business or
want 3G to improve personal ) Focus on 'emotional'
in Video Chatting conferencing, friends, and 'relationships'
family among family &
60.98% of friends more than
Cheaper than landline Communicate user
respondents want 3G business
or mobile calls, better -cluster specific
CURRENT 3G to improve in Internet
quality of calling XP motivations in their
USAGE Calls
respective
48.78% of Education,
situations to
respondents want 3G Entertainment,
stimulate the need /
to improve in Video Information or Any
satisfy with 'faster
Downloading other
speed experience
Could be critical in Bring alive 'positive'
51.22% of
everyday situations - 'happier life faster'
respondents want 3G
examinations, family or spirit instead of
to improve in Easy
public life emergencies, 'negative' life
browsing/Web page
business or personal threatening moments
downloading
communication like Saffola

~ 41 ~
 Recognize users'
Opportunity to expand night life and
Evening /late nights and enhance user's appreciate the
are preferred internet NIGHT LIFE XP 'speed night life'
Ek bar try karo ,
usage time band across NEED / crafting marketing
lat lag jayegi ( the
DESIRE TYPES strategy for 4G
CURRENT 3G idea of addiction
launch
USAGE DAY and dependence on
Dont ignore
OR NIGHT faster technology
Opportunity to create morning less usage
PARTS but in a more
new needs in the and own up the task
People dont need or positive tone and
morning hours - of increasing the
use less internet in style )
NEWS, MORNING usages at 4G speed
the morning hours
HEALTH GYM/ in the morning
Exercise context hours ' Appreciate
'speed morning life'

Increase usage beyond

People use internet
8 hours by fostering the
for 8 hours max at
idea of WORK ON
workplace
THE GO
Develop a master
Increase usage beyond Long term 16 hours
At home, people use 24 hours minus 8
NUMBER OF 4 hours at home by Agenda of Usage
internet for more than hours sleep mode =
HOURS OF creating new needs at Maximization to be
4 hours but less than 16 hours always on
INTERNET home / kitchen videos/ developed by Airtel
8 hours everyday at 4G high speed
USAGE study downloads etc and JWT strategy
life strategy to
Aim for 14-16 hours of team
Overall, people use boost revenue
internet use like
approx 10-12 hours
electricity usage in
of internet out of 24
people's life - and same
hours
dependence

Increase the number of

63% of respondents Till smart phones do
2DEVICE USERS
use simultaneously Conceptually, more not provide freedom
SEGMENT Notebook
two devices simultaneous usage from notebook
NUMBER OF PC + Mobile Phone
of more devices PCs/tabs, continue to
DEVICES IN Increase the number of
necessitate 'more push the idea of '
USAGE 20% people use 3 DEVICE USERS
singular source two / three devices
simultaneously three SEGMENT Notebook
speed' powered by 15 times
devices PC + Mobile Phone
higher speed'
+Tablets

~ 42 ~
 MAKE EVERYONE Build saliency for
SPEED AWARE 4G speed in MBPS
64% internet users 4G degree at 98.4
Top of Mind recall of as 'life speed meter'
are SPEED AWARE degrees
speed in use ensures its to sync with today's
CRITICALTY fast paced life

Prepare
comprehensive
insightful list of
needs, desires ( and
Opportunity to migrate Scope for further
89% respondents frustrations, spoilt
ALL 3MBPS users to national research to
have less than moods, angst,
30 MBPS by sharply be take forward by
3MBPS speed on anger,
stimulating un-realized new researchers on
SMART PHONES psychological
needs / latent desires Airtel
stress, unhappiness,
health issues as a
consequence of
slow speed
SPEED
Pull back and show
EXPERIE- how 'speed spreads
NCE happiness' among
49% respondents users and how non- Small Doses of
Expand the universe of
have good quality of users of 4G are now Happiness. Faster.
Satisfied users
experience 'enlightened' to Better.
embrace 'high
speed life and
'happiness faster'
Appreciate 'rhythm
of breaths' and
imagine the
'impulses of life'
Remind 2G / 3G users Create the desire
with 'inconsistent'
33% respondents of misery of and aspiration to
speed; 'Life Speed
experience FAIR breathlessness of lead
Uninterrupted'
SPEED internet usage and Life@SpeedOf4G
without 'speed
CONSISTENCY consequent mental (Concept of
breakers' or ' life
trauma Sanskritization)
without or lesser
buffering' may be
explored as
thoughts starters

~ 43 ~
 Accentuate the
difference between
'Speed when
Singularly pinpoint ON
stationary' and
THE MOVE
'Speed on the
CONSISTENCY
Move' ; isolate the
situations which could
moments and
be Everyday normal or
insights into them
mission or emotion
to build on a
critical moments
'different on the go
without breakers or
buffering'

As indicated, 4G at
3G prices will
convert the hot
'EARLY MOVER prospects but that
HOT PROSPECTS' to may not be as
Be ahead of
be differentiated and 'conversion-
others! Anywhere.
65% 3G users intend prioritized vis--vis oriented' as for
Anytime. Use 4G
to shift to 4G FENCE SITTERS fence sitters; the
( aimed at 3G
WARM 3 G USERS latter might need ,
fence sitters)
WILLINGNE and PROVOKED with prior to price parity
their Top Motivations proposition, 'an
SS TO
extra nudge' to be
SHIFT TO pushed into the lure
4G of 'price parity'
Before the 52% of 2G users are colder'
unwilling 2G Users, than 'fence sitters
treat the 48% 2G 3G users' ; need to
Create more
48% 2G users are segment different from 'first warm them up'
moments out of the
willing to upgrade to above 3G hot or warm with more simpler
same life - Imagine
4G prospects and stimulate and fundamental
slow, execute faster
them with different and universal
'lower-order' need usage ( e.g.
/desires/wants entertainment)

Table 6: Each Finding with its corresponding Inference, Conclusion and Recommendation has
been represented in Tabular format

~ 44 ~
SCOPE FOR FURTHER RESEARCH

As suggested through the recommendations, the scope of research can be widened

by Account planning team at JWT.

A comprehensive research on insightful list of needs, desires (frustrations, spoilt

moods, angst, anger, psychological stress, unhappiness, and health issues as a
consequence of slow speed) could be taken over by new researchers on Airtel or by
JWT Planning Team. This would help in highlighting the opportunity to migrate all
3mbps users to 30 mbps by sharply stimulating their latent desires or unrealized
needs.

~ 45 ~
ANNEXURE 1

Models /Concepts Introduced

The JWT Planning Cycle

Where are Why are we

we? there?

Where could
we be?

Are we How could we

getting there? get there?
STAGE 1

Figure 19: JWTs Planning Cycle

Where are we?

Here we try to identify the consumer buying system and the process by which people buy and
use the brands in the market. The question that shall be addressed in this section is Where does
our brand stand compared with competitors, in the market and in peoples minds? One of the
most fundamental parts of Where are we? for both the client and agency is deciding how a
market works. Consumer buying system is the name we use to cover this total process of
buying and using a brand- from the very first ideas about it, to the actual purchase, to using it and
beginning the process of buying again.

These are the stages that we go through when we buy anything:

Stimulus: Something starts us off, consciously or subconsciously.
Consider: We consider the options, if we feel we need to
Search: We look for more information, if we feel we need to

~ 46 ~
 Choose: We choose from among our options.
Buy: We actually buy, though not necessarily the brand we thought wed chosen
Experience: We use, give or otherwise experience what weve bought. That affects us as
we go into the next cycle of buying.

STAGE 2:

Why are we there?

Next, we have to work out what has affected any movement in the basic dimensions in the
market, why our brand is positioned as it is and what has caused any changes to its positioning.
This includes the factors that have contributed to our brands strengths and weaknesses, the
dynamics of the market and the trends.

We need to work out which of the discriminators are separating brands in their positioning as
well as how and why. The question to be addressed in this section is What is it in our brands
physical and functional attributes, compared with competitors that leads people to position it on
our maps as they do?

STAGE 3:

Where could we be?

Brand Objectives: Can repositioning make it more successful?

There are distinct sub-segments i.e the people who wish to live on the cutting edge of
technology. We need to trace these peoples motivations, aspirations, self- images. Another
question which needs to be answered in this section is Which of our physical or functional
discriminators should be exploited more? Do we need to develop new discriminator?

The answers to these questions can be derived from the feedback and data analysis.

There are four areas within Brand Objectives that are particularly crucial to the next stages of
planning advertising:

1. Opportunity/problem: Should the brand objectives be to expand or maintain? Should it

concentrate on exploiting strengths or correcting weaknesses?

2. Strategic Approach: What is the most important aspect of the brand strategy, of
marketing actions, that will address the opportunity/ problem? Will it be product
innovation, changes in users or usage?

3. Brand Positioning: Is our brand positioning to be strengthened or changed? What is the

key aspect of brand positioning to be addressed?

~ 47 ~
 4. Motivator vs. Discriminator: Should we aim to achieve brand positioning aims by
strengthening the brands motivating appeals directly or by stressing a functional
discriminator?

In planning advertising, we need to examine a subtler way in which people think about brands.
This is Unique Brand Personality. Setting Brand Objectives has essentially been answering
Where could we be? from the marketing companys point of view.

A product is something that is made in the factory; a brand is something that is bought by the
consumer. A product is something that can be copied; a brand is unique. Brand personality is
above all, a discriminator in the marketplace. In any competitive market, peoples coice between
brands normally depends on the total impression that they have of each brand.

At JWT, we use the term brand personality to mean the total impression that people have of a
brand. Brands are like people. They have certain physical characteristics- how they look and
sound; certain abilities- what they can do, how they perform; certain associations, lifestyles and
attitudes- moods, idiosyncrasies, friends, clothes and possessions.

Blend of Appeals: If we are to identify or to modify a brands personality, we have to understand

how it is perceived by consumers. In practice, it is a unique blend of three sorts of competitive
appeal- sensual, rational and emotional.

1. Appeals to senses: how the brand look, feel sound

2. Appeals to the reason: What the brands contain, how theyre constructed, how they
perform
3. Appeals to emotions: Appeals of the brands style and associations, the moods they
evoke, the psychological rewards they give.

Figure 20: Stimuli Affecting Brand Personality

~ 48 ~
Brand Personality is crucially important to the advertising planner because advertising is the one
element in the marketing mix that can present a brands personality as a whole.

Setting Brand Personality:

The advertising Planner, in fact, has to do four things:

Interpret all the data and pick out the competitive opportunities

Simplify the ideas and make sure that they are internally consistent

Distinguish between what the brands personality is now and what realistically it could be

Express the results clearly, accurately and vividly.

STAGE 4:

How could we get there?

JWTs view has long been that advertising does not work in just one way. In fact, the problem
can be best solved by looking at The Role for Advertising from the point of view of the
consumer. Advertising is a stimulus whose aim is to draw a response from the receiver. Planners
must always be setting priorities. The Role of Advertising leads directly on to detailed planning
of the target group, target responses and media choice.

Figure 21: Direct/ Indirect Responses to Advertising

~ 49 ~
The Marketing Target Group

The marketing target group is the total group of people whose behavior and attitudes the
company aims to affect, and whose buying of our brand is necessary if we are to achieve the
marketing objectives.

The marketing target group, in fact, will include anyone who might buy the brand, and different
elements within the marketing plan (promotions, coupons, samples, demonstrations, pricing,
direct mail will attract different sub groups.

The Advertising target group A more precise target group

There are 3 reasons why the advertising target group has to be narrower than the marketing target
group:

Advertising budgets are always limited.

No single campaign can communicate effectively with groups of people whose attitudes
and buying/using behavior differ radically.

Advertising is not all-powerful. It works better at some stages of the buying system than
at others. We need to set priorities accordingly, and these priorities have a direct effect on
narrowing down the target group.

The Right Group

If we are to maximize advertisings return on investment, it has got to be the right target group-
the people who will respond most in terms of buying in the short- term and the long term.

First, the strategic approach has implied a target group in setting priorities for users, usage and
innovation. Within these target groups, some buyers will be more valuable than others. Second,
there are straightforward logical implications from the way in which decisions about brand
positioning and brand personality have been related to the motivations and the basis for choice in
the buying system. Third, there are clear implications from our decisions on the main role for
advertising.

So, in broad terms, the advertising target group is set in terms of:

Users

Usage

Attitudes and motivations

~ 50 ~
APPENDIX 2: DISCUSSION GUIDE
Questions posed to Customers:

Q1: How has been your 2G/3G experience so far?

Q2: Did you shift from 2G? What is the difference in experience?

Q3: Are you satisfied with current 3G experience?

Q4: Would you like to upgrade to 4G when it comes in Delhi? And why?

Q5: What is the difference in internet usage on different devices such as mobile, laptop,
desktop and tablet?

Q6: Which are the popular apps that you access through mobile internet?

Questions posed to Retailers:

Q1: On a daily basis what is the distribution of 2G or 3G customers on the basis of Walk-
ins?

Q2: What is the change that you are seeing in consumers demand?

Q3: What is the range of plans available for rural as well as urban consumers?

Q4: Do you have any threat from competitors in telecom industry?

Q5: How do you see the future with regard to high speed internet? What can be the
possible manifestations of this change?

Q6: What are the products that you currently offer for high speed internet connection?

Q7: As 4G is going to be launched in Delhi soon, how will the city be impacted and in
what ways?

~ 51 ~
APPENDIX 3 RESULTS & DATA ANALYSIS

Table 7: Devices and Source of Internet Connection

~ 52 ~
Table 8: Percentages of respondents using various Internet devices

Table 9: Percentages of respondents on 2G / 3G network

~ 53 ~
Table 10: Usage of Mobile Internet for various activities like Photo Sharing/ Video Chatting/ Internet Calls

Table 11: Patterns Of Internet Usage for different activities

~ 54 ~
Table 12: Amount spent for Monthly Internet Connection

Table 13: CURRENT 3G USAGE DAY / NIGHT PARTS

~ 55 ~
 Table 14: LANDLINE USAGE

Table 15: SPEED EXPERIENCE

~ 56 ~
Table 16: OFFICE VS HOME INTERNET USAGE

Table 17: NUMBER OF HOURS OF INTERNET USAGE

~ 57 ~
Table 18: NUMBER OF INTERNET ENABLED DEVICES

Table 19: SPEED AWARENESS

~ 58 ~
Table 20: INTERNET SERVICE PROVIDER

Table 21: PARAMETERS OF SPEED

~ 59 ~
# Question Smartphone Desktop Laptop Tablet Others

Instagram,
Facebook,
1 65 6 38 12 0
Twitter,
Watsapp
Send or receive
2 66 4 23 8 1
Photos
Send or receive
3 57 4 25 8 1
Videos
4 Take Photos 66 0 4 10 3
5 Play Music 59 9 42 10 2
Play
6 44 8 53 15 2
videos/Youtube
7 Watch movies 12 10 59 10 5
Make or
8 receive Phone 68 0 1 4 0
calls
Play Online
9 24 6 36 6 12
games
Online
10 30 9 60 9 0
Shopping
11 E-mail 57 12 59 14 0
Internet
12 58 14 59 14 0
Browsing
13 News 54 5 48 9 3

Table 22: No of respondents using different devices for Online Activities

~ 60 ~
Table 23: WILLINGNESS TO UPGRADE TO 4G

Table 24: MONTHLY INCOME

~ 61 ~
 How willing are you to upgrade to 4G network? - 4G
upgradation

Definitely Probably Don't Probably Definitely Total

will not will not know will will

Which mobile Internet connection 2G 1 5 7 10 2 25

do you have?
4.00% 20.00% 28.00% 40.00% 8.00% 100.00
%

3G 0 4 10 20 6 40

0.00% 10.00% 25.00% 50.00% 15.00% 100.00

%

Total 1 9 17 30 9 66

1.52% 13.64% 25.76% 45.45% 13.64% 100.00

%

Table 25: Cross tabulation- Internet Connection and Willingness to Upgrade

Please tick on the things you would want 3G to improve upon?

Video Video Online Photo Interne File/ App Web page Tot
chatting downloading Games sharing t Calls downloads Loading/ Easy al
& sharing Browsing

Which mobile 3G 30 24 11 9 27 20 22 45
connection do
you have?
66.67% 53.33% 24.44% 20% 60% 44.44% 48.89% 100
%

Tot 30 24 11 9 27 20 22 45
al

Table 26: Cross tabulation Internet Connection and 3G improvements

~ 62 ~
 How willing are you to upgrade to 4G network? - 4G
upgradation

Definitely Probably Don't Probably Definitely Total

will not will not know will will

Your current Internet Service Airtel 0 6 14 20 1 41

Provider is:
0.00% 14.63% 34.15% 48.78% 2.44% 100.00
%

Vodafo 1 0 3 8 3 15
ne
6.67% 0.00% 20.00% 53.33% 20.00% 100.00
%

Others 0 2 0 0 1 3

0.00% 66.67% 0.00% 0.00% 33.33% 100.00

%

Relian 0 0 0 0 0 0
ce
0.00% 0.00% 0.00% 0.00% 0.00% 100.00
%

Aircel 0 0 1 0 1 2

0.00% 0.00% 50.00% 0.00% 50.00% 100.00

%

BSNL 1 0 0 2 0 3

33.33% 0.00% 0.00% 66.67% 0.00% 100.00

%

Idea 0 0 0 2 2 4

0.00% 0.00% 0.00% 50.00% 50.00% 100.00

%

Total 2 8 18 32 8 68

2.94% 11.76% 26.47% 47.06% 11.76% 100.00

%

Table 27: Cross Tabulation- Internet Service Provider and Willingness to upgrade to 4G

~ 63 ~
 # Answer Response %
1 18-24 yrs 48 69%
2 25-34 yrs 20 29%
3 35-44 yrs 1 1%
4 44-54 yrs 1 1%
5 >55 yrs 0 0%

Total 70 100%

Table 28: Age Wise Distribution

Your current Internet Service Provider is:

Vodafo Relian Airc BSN

Airtel Others Idea Total
ne ce el L

16 3 2 1 1 24
1 0
2G 8.33 4.17 4.17 100.00
66.67 12.50
4.17% 0.00%
% % % % % %

23 10 0 1 3 38
Which mobile Internet connection do 1 0
3G 0.00 2.63 7.89 100.00
you have? 60.53 26.32
2.63% 0.00%
% % % % % %

1 0 0 0 1
0 0 0
4G
100.00 0.00 0.00 0.00 100.00
0.00% 0.00% 0.00%
% % % % %

39 2 2 4 63
13 3 0
Tot
al 61.90 3.17 3.17 6.35 100.00
20.63% 4.76% 0.00%
% % % % %

Table 29: Cross Tabulation Internet Connection and Internet Service Provider

~ 64 ~
 Which device(s) do you own?

Smart Desktop
Laptop Tablet Total
Phone PC

32 10 29 4 35
2G
91.43% 28.57% 82.86% 11.43% 100.00%

54 15 44 17 55
Which mobile Internet connection do you
3G
have?
98.18% 27.27% 80.00% 30.91% 100.00%

2 0 2 0 2
4G
100.00% 0.00% 100.00% 0.00% 100.00%

88 25 75 21 92
Total
95.65% 27.17% 81.52% 22.83% 100.00%

Table 30: Cross tabulation -Internet Connection and Devices

~ 65 ~
ANNEXURE 4: SURVEY QUESTIONNAIRE

Q1 Which device(s) do you own?

Smart Phone (1)

Desktop PC (2)
Laptop (3)
Tablet (4)

Q2 Choose the sources of internet connection for different devices

Network Cable Wi-Fi Router (2) Dongle (3) Mobile Internet Not Applicable
(1) (4) (5)

Desktop (1)

Laptop (2)

Mobile Phone (3)

Tablet (4)

Q3 Which mobile Internet connection do you have?

2G (1)
3G (2)
4G (3)
No internet connection (4)

~ 66 ~
Answer If Which mobile Internet connection do you have? 3G Is Selected
Q3 part2 Please tick on the things you would want 3G to improve upon?

Video chatting (1)

Video downloading & sharing (2)
Online Games (3)
Photo sharing (4)
Internet Calls (5)
File/ App downloads (6)
Web page Loading/ Easy Browsing (7)

~ 67 ~
Answer If Which mobile Internet connection do you have? 2G Is Selected
Q3 part3 Rate the quantity of consumption on your current mobile Internet connection on the following
parameters.

Very Low (1) Low (2) Somewhat Somewhat High (5) Very High (6)
Less (3) More (4)

Video
Chatting (1)

Video
downloading
& sharing (2)

Online Games
(3)

Photo sharing
(4)

Internet Calls
(5)

File/App
downloads (6)

Web page
Loading/ Easy
Browsing (7)

Better Text
Chatting (8)

E-Mailing (9)

Q4 Do you still make use of landline phones?

Yes (1)
No (2)

Q5 How much do you currently pay for your Mobile Internet per month?

Less than Rs.100 (1)

Rs. 100- 500 (2)
More than Rs.500 (3)

~ 68 ~
Q6 How much time do you spend using Internet daily?

Time (Hours)

Never (1) 0-2 (2) 2- 4 (3) 4-6 (4) 6-8 (5) 8-10 (6) >10 (7)

Office (1)

Home (2)

Q7 Rearrange the time of day when you need Internet the most. Give Rank 1 to peak time, Rank 2 to less
peak time and so on.

______ Early morning (1)

______ Before noon (2)

______ After noon (3)

______ Evening (4)

______ Late Night (5)

Q8 How much time do you spend on the following devices daily? (Approximately)

Never (1) Less than 2 2 4 hrs (3) 4 -6 hrs (4) 6 -8 hrs (5) 8 10 hrs More than
hrs (2) (6) 10 hrs (7)

~ 69 ~
 Smart
Phone (1)

Laptop (2)

Desktop (3)

Tablet (4)

Q9 How many Internet-enabled devices do you simultaneously use?

None (1)
1 (2)
2 (3)
3 (4)
4 (5)
More than 4 (6)

Q10 Do you know the speed of Internet on your mobile?

Yes (1)
No (2)

~ 70 ~
Answer If Do you know the speed of Internet on your mobile? Yes Is Selected
Q10 part Please mention the speed in mbps

400 mbps- 800 mbps (1)

800 mbps- 1kbps (2)
1 kbps- 3 kbps (3)
Above 3 kbps (4)

Q12 Rate your current wireless connection on the following parameters.

Very Bad Bad (2) Poor (3) Neither Fair (5) Good (6) Very Good
(1) Good nor (7)
Bad (4)

~ 71 ~
 Signal
Strength (1)

Speed in
mbps (2)

Consistency
of Speed (3)

Consistency
on the move
(4)

Q13 How willing are you to upgrade to 4G network?

Definitely will Probably will not Dont know (3) Probably will (4) Definitely will
not (1) (2) (5)

4G upgradation
(1)

Q14 Your current Internet Service Provider is:

Airtel (1)
Vodaphone (3)
Reliance (5)
Aircel (6)
BSNL (7)
Idea (8)
Others (4)

Q15 Gender

Male (1)
Female (2)

Q16 Age

18-24 yrs (1)

25-34 yrs (2)
35-44 yrs (3)
44-54 yrs (4)
>55 yrs (5)

~ 72 ~
Q17 Occupation

Student (1)
Service (2)
Business (3)

Q18 Household Monthly Income

< 25000 (1)

25000-50000 (2)
50000-1 lakh (3)
1 lakh- 2 lakh (4)
2 lakh- 4 lakh (5)
4 lakh 6 lakh (6)
6 lakh- 8 lakh (7)
8 lakh-10 lakh (8)
>10 lakh (9)

Q19 Name

Q20 Place

~ 73 ~
List of Tables
Table 1 Growth in Wireless Subscriber base.10
Table 2 Trend of Internet subscriber base .11
Table 3 Bharti Airtel Key Milestones ...12
Table 4 Internet Subscriber Base & Market Share of Top 10 Service Providers.13
Table 5 Price Range of 4G Enabled Smartphones27
Table 6 Each Finding with its corresponding Inference, Conclusion and Recommendation..41
Table 7 Devices and Source of Internet Connection52
Table 8 Percentages of respondents using various Internet devices53
Table 9 Percentages of respondents on 2G / 3G network53.
Table 10 Usage of Mobile Internet for various activities54
Table 11 Patterns of Internet Usage for different activities.54
Table 12 Amount spent for Monthly Internet Connection..55
Table 13 CURRENT 3G USAGE DAY / NIGHT PARTS.55
Table 14 LANDLINE USAGE.56
Table 15 SPEED EXPERIENCE..56
Table 16 OFFICE VS HOME INTERNET USAGE57
Table 17 NUMBER OF HOURS OF INTERNET USAGE57
Table 18 NUMBER OF INTERNET ENABLED DEVICES.58
Table 19 SPEED AWARENESS..58
Table 20 INTERNET SERVICE PROVIDER.59
Table 21 PARAMETERS OF SPEED..59
Table 22: No of respondents using different devices for Online Activities60
Table 23 WILLINGNESS TO UPGRADE TO 4G...61
Table 24 MONTHLY INCOME....61
Table 25 Cross tabulation- Internet Connection and Willingness to Upgrade..62
Table 26 Cross tabulation Internet Connection and 3G improvements.62
Table 27 Cross Tabulation- Internet Service Provider and Willingness to upgrade to 4G...........63
Table 28 Age Wise Distribution....64
Table 29 Cross Tabulation Internet Connection and Internet Service Provider64
Table 30 Cross tabulation -Internet Connection and Devices...65

~ 74 ~
List of Figures

Figure 1Global Mobile Economy Scenario..9

Figure 2 Bharti Airtels Achievements14
Figure 3 Bharti Airtel Awards and Honors.15
Figure 4 Bharti Airtel Vision ..16
Figure 5 AR Rahman -Airtel Brand Endorser.16
Figure 6 Airtel Ad on the theme Communication helps break barriers17
Figure 7 Airtel Ad on Never-ending Goodbyes by JWT..17
Figure 8 Airtel Ad focuses on Youth Har Ek Friend Zaroori Hota Hai17
Figure 9 Airtel Ad focuses on the theme Sharing and relationships; created by Taproot18
Figure 10 Airtels Boss Film.18
Figure 11 SWOT ANALYSIS..19
Figure 12 CONGRUENCE MODEL20
Figure 13 OBJECTIVES28
Figure 14 Outside view of Airtel Stores in NCR .30
Figure 15 An Inside Look at Airtel Stores in NCR...31
Figure 16 Interview with an AIRTEL 3G customer 32
Figure 17 interview with an AIRTEL STORE MANAGER35
Figure 18 interview with an IT EXPERT, Gurgaon38
Figure 19 JWTs Planning Cycle.46
Figure 20 Stimuli Affecting Brand Personality ..48
Figure 21 Direct/ Indirect Responses to Advertising ..49

~ 75 ~
BIBLIOGRAPHY
GSMA Intelligence (2015) The Mobile Economy 2015

TRAI (July 2014 30) The Indian Telecom Services Performance Indicators

PricewaterhouseCoopers Report (2010) Mobile Broadband Outlook 2015

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Boston Consulting Group

Kumar, Amit ; Yunfei, Liu; Sengupta, Jyotsna; Divya, Jyotsna. (2010). Evolution of Mobile
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Williams, Matt Vodafone: Leading the 4G Revolution for New Zealand

Chavan, Sonali and Mane, Vanita (2013) 4G Wireless Networks Challenges and Benefits
International Journal of Emerging Technology and Advanced Engineering

Kumar, Amit ; Yunfei, Liu; Sengupta, Jyotsna; Divya, Jyotsna. (2010). Evolution of Mobile
Wireless Communication Networks: 1G to 4G. International Journal of Electronics
&Communication Technology

Pereira, Vasco and Sousa, Tiago Evolution of Mobile Communications: from 1g to 4G

Department of Informatics Engineering of the University of Coimbra

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Boston Consulting Group

Vellody Ashvin (January 2014) Mobile India 2014 KPMG Report

India Today (2012, April 10) Kapil Sibal launches 4G, admits 3G has not been successful
http://indiatoday.intoday.in/story/airtel-4g-services-in-kolkata/1/183718.html

Rudradeep (2012, April 8) 4G in India Success Depends on Operators Strategy

Retrieved from: http://telecomtalk.info/4g-in-india-success-depends-on-operators-

strategy/91610/

Economic Times (2012 November 7) Most Trusted Brands 2012

Retrieved from: http://economictimes.indiatimes.com/magazines/brand-equity/most-trusted-

brands-2012-journey-of-brand-airtel-from-ar-rahmans-signature-tune-to-har-ek-friend-
zaroori/articleshow/17111638.cms

Bharti Airtel Investor Presentation August 2010

~ 76 ~
Airtel 4G launch (2012, April 23)

Retrieved from: https://www.youtube.com/watch?v=zi90otKYq0I

http://www.airtel.in/4g/

http://www.facebook.com/AirtelIndia

http://techtub.in/apple-was-the-biggest-4g-lte-smartphone-and-tablet-vendor-in-india-cmr/

~ 77 ~