Sales & Marketing

Aspects Of
Mobile Service

Presentation
RTTC Jaipur

15 June 2006 RTTC Jaipur Faculty 1

 Sales & Marketing Aspects of Mobile Service

Discussion Objective

To understand key issues in sales

and marketing of Mobile services
and Identify our role

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 Sales & Marketing Aspects of Mobile Service

Outline

• Sales & Marketing basics

• Sales & Marketing in BSNL
• Facilitation
• Internal Marketing
• Sum up

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 Sales & Marketing Aspects of Mobile Service

Sales & Marketing

• Producer
• Marketer
• Seller

• Example: Amul products

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 Sales & Marketing Aspects of Mobile Service

Marketing Basics

• Need, Want & Demand

• 7 Ps
– Product
– Price
– Place
– Promotion
– People
– Process
– Physical evidence

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 Sales & Marketing Aspects of Mobile Service

Product offer
• Voice
• Data
• Video
• VAS
• Call Management Services
• Other features
– Coverage, Roaming, CUGs
– Recharge options

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 Sales & Marketing Aspects of Mobile Service

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 Sales & Marketing Aspects of Mobile Service

Our approach

• Network expansion with GPRS & Edge

• 3G plans
• Efforts to catch up with competitor offers
• Issues
– Technologies
– Vendors
– Market Research

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 Sales & Marketing Aspects of Mobile Service

Price

• How much customers can pay: Competitor effect!

• Post-paid V/s Pre-Paid
• Bundling?
• Content-Revenue share?
• How long voice a primary service?
• Our approach?

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 Sales & Marketing Aspects of Mobile Service

Our approach
• Capacity planning for Pre-paid
• 15 Sec pulse
• I/C free
• No roaming charges
• Tariff plans (225,325,525,140, Life time free..)
• Liberal Tie up with content providers (still many issues)
• Business Development: Special packages

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 Sales & Marketing Aspects of Mobile Service

Place-Convenience
• CSC outlets (30% of stock)
• Business Development units
• STD PCO outlets
• Franchisees (70% of stock)
• Marketing agents
• Automated process (ATMs, SMS requests)

Issues:Capacity planning,Stock availability

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 Sales & Marketing Aspects of Mobile Service

Franchisee
• Initial phase:
– Dealer for postpaid
– Distributor for prepaid
• Features
– Exclusive geographical area
– Selection through tender & with the help of
Management experts
– 2 years agreement
– Basic, Target and Retention commission

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 Sales & Marketing Aspects of Mobile Service

Dealer-Distributor phase
• Issues
– Demand skew towards pre-paid
– Inability to match supply & demand
– Non viability of postpaid business
– Commission disparity lead to cross selling
– Court cases
– Disputes/Delay in commission settlement
• Amendments
– Sales of other services permitted

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 Sales & Marketing Aspects of Mobile Service

Franchisee phase

• Single franchisee for postpaid & prepaid

• Concept of sub franchisee introduced (non exclusive)
• Prepaid 5% flat commission
• Other services sales permitted
• Migration offered to existing dealer-distributors
• Exclusive geographical area
• Minimum two per SSA & one per revenue district

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 Sales & Marketing Aspects of Mobile Service

Franchisee phase

Amendments
• Direct retailer appointment by BSNL (22/9/05)
– Min purchase 10000/- subject to min Rs 25000 pm
• STD PCOs allowed to become direct retailers (27/9/05)
• STD PCOs allowed to sell SIMs (7/7/05)
• Above sales within 30% quota of CSC stock
Issues
• Court cases

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 Sales & Marketing Aspects of Mobile Service

Promotion
• Brand launch by MOC
• Service launch by PM

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 Sales & Marketing Aspects of Mobile Service

Promotion
• Advertising in various media
• Handset tie ups
• Various promotional schemes
– 1+1
– Full talk value
– Loyalty bonus
– Student power

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 Sales & Marketing Aspects of Mobile Service

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 Sales & Marketing Aspects of Mobile Service

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 Sales & Marketing Aspects of Mobile Service

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 Sales & Marketing Aspects of Mobile Service

TV commercials

• Launch ad (Rajasthan camel) (2002)

• Shaadi scene (ICC world cup 2003)
• Nation celebrates (ICC world cup 2003)
• Choti si duniya (2004)
• Sarkar

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 Sales & Marketing Aspects of Mobile Service

Process
• Acquisition
• Verification
• Billing
• Complaint handling
• Call centre
• Payment to franchisees
• Automation of process (eTop, disconnections, SMS
activation, ATM use etc.
• …
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 Sales & Marketing Aspects of Mobile Service

People

• Excusive Mobile Teams

• Dual role of SSA team
• Co-ordination issue
• Issue of ownership

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 Sales & Marketing Aspects of Mobile Service

Physical evidence

• Our visibility in market

• Market share
• TRAI QoS reports

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 Sales & Marketing Aspects of Mobile Service

Facilitation

• TRAI sample tariff calculations

• Our knowledge on Competitor offer comparison
• GPRS handset settings through www.bsnl.co.in
• Service use demos on website
• FAQs
• List of outlets, contact addresses with us!

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 Sales & Marketing Aspects of Mobile Service

Concept of Internal marketing

• Internal customer
• Supplier relationship

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 Sales & Marketing Aspects of Mobile Service

How to improve People & Process?

• How much are we Market Oriented?
– Customer Orientation
– Competitor focus
– Cross functional co-ordination

• Can Internal marketing help?

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 Sales & Marketing Aspects of Mobile Service

ET Most trusted brand survey 2005

Brand Tele- Tele- Serv- Serv- Overall Overall
rank05 rank04 05 04 -05 04
BSNL 1 1 3 3 72 90
Airtel 2 3 4 7 83 124
Reliance 3 2 6 6 95 115
Tata 4 4 7 14 96 148
BPL 5 5 16 17 >150 >150
Hutch 6 6 18 20 -do- -do-
MTNL 7 7 33 38 -do- -do-
Idea 8 8 39 53 -do- -do-

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 Sales & Marketing Aspects of Mobile Service

Conclusion….
We need…
• Internal marketing
• Process improvements for fast provisioning
& customer response
• Improve physical evidence
• Key interface persons to learn NEED
analysis, tariff analysis & technical skills
• Facilitation-Tie ups
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 Sales & Marketing Aspects of Mobile Service

THANK YOU ALL

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