Bharat Sanchar Nigam Ltd.

( BSNL)

Company Profile
Bharat Sanchar Nigam Ltd. formed on 1st October 2000, is one of the largest & leading public sector units providing comprehensive range of telecom services in India. BSNL has installed Quality Telecom Network in the country & now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages & winning customer's confidence. Today, it has about 43.74 million line basic telephone capacity, 8.83 million WLL capacity, 72.60 million GSM capacity, 37,885 fixed exchanges, 68,162 GSM BTSs, 12,071 CDMA Towers, 197 Satellite Stations, 6,86,644 RKm. of OFC, 50,430 RKm. of microwave network connecting 623 districts, 7330 cities/towns & 5.8 lakhs villages. BSNL is the only service provider, making focused efforts & planned initiatives to bridge the rural-urban digital divide in ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of the country & operates across India except New Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier or North-Eastern regions of the country, BSNL serves its customers with a wide bouquet of telecom services namely Wireline, CDMA mobile, GSM mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP, IN Services, FTTH, etc. BSNL is numero uno of India in all services in its license area. The company offers wide ranging & most transparent tariff schemes designed to suit every customer. BSNL has 90.09 million cellular & 5.06 million WLL customers as on 31.07.2011. 3G Facility has been given to all 2G connections of BSNL. In basic services, BSNL is miles ahead of its rivals, with 24.58 million wire-line phone subscribers i.e. 71.93% share of the wire-line subscriber base. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data & video through the same Backbone & Broadband Access Network. At present there are 8.09 million broadband customers. The company has vast experience in planning, installation, network integration & maintenance of switching & transmission networks & also has a world class ISO 9000 certified Telecom Training Institute. During the 2010-11, turnover of BSNL is around Rs. 29,700 Crores.

VISION
Be the leading telecom service provider in India with global presence. Create a customer focused organization with excellence in customer care, sales and marketing. Leverage technology to provide affordable and innovative telecom.

Services/products across customer segments.

Mission
Be the leading telecom service provider in India with global presence. Generating value for all stakeholders - employees, shareholders, vendors & business associates. Maximizing return on existing assets with sustained focus on profitability. Becoming the most trusted, preferred and admired telecom brand. To explore International markets for Global presence. Creating a customer focused organization with excellence in customer care, sales& marketing. Developing a marketing and sales culture that is responsive to customer needs. Excellence in customer service-friendly, reliable, time-bound, convenient and courteous service. Leveraging technology to provide affordable and innovative products/ services across customer segments. Offering differentiated products/services tailored to different service segments. Providing reliable telecom services that are value for money. Providing a conducive work environment with strong focus on performance. Attracting talent and keeping them motivated. Enhancing employees skills and utilizing them effectively. Encouraging and rewarding individual and team/group performance. Establishing efficient business processes enabled by IT. Changing policies and processes to enable transparent, quick and efficient decision making.

 Building effective IT systems and tools.

Objectives
To be the Leading Telecom Services provider by achieving higher rate of growth so as to become a profitable enterprise. To provide quality and reliable fixed telecom service to our customer and thereby increase customers confidence. To provide customer friendly mobile telephone service of high quality and play a leading role as GSM operator in its area of operation.

Present Organisational Culture of BSNL

Creativity and Innovation

Creativity and innovation is encouraged and rewarded if the new idea leads to better results. But when it affects regular activities the employee is questioned. This impedes the career of the employee and discourages to think in a new direction.

Change Management

The introduction of change is managed effectively in the organisation with proper care and commitment. The change is introduced by the consent of top management. To keep up the pace with the dynamic environment the management encourages change by explaining and ensuring the minimization of adverse effects, and put efforts to convert employee resistance into the acceptance. Employees are change oriented, as they have continuous learning attitude to keep match with the future organisational requirements.

Conflict Resolution
The conflicts go unnoticed for resolution, which leads to higher performance and high productivity. Usually conflicts are avoided or smoothened among employees in order to maintain friendly atmosphere.

Work Environment
The work environment is effective in nurturing the culture among employees by emphasizing code of conduct and policies & procedures defined by the top management. The management determines the behavior of employees through nurturing the culture of values, beliefs and organisational philosophy in new as well as existing employees. The organisation is employee oriented continuously looking after the interests of employees. Entire policies are described clearly to guide the employees at work.

Employee Relations
The employees enjoy good interpersonal relations and good collaboration, cooperation and effective communication among them with the mutual trust.

Decision Making
Employees believe in hierarchical decision-making and presume them as effective in building efficiency into the organisation. As the people in this organisation are holding government employee status they have adequate autonomy and freedom to take necessary action in completing their individual job responsibilities. This reflects individual responsibility, creativity and job-orientation. Organisation is lagging in participative decision-making.

Team Orientation
The presence of climate, which is conducive for teamwork, is effective in enhancing the cordial relations among employees and making the employees believe that collective work helps to outperform.

Role Clarity and Individual Responsibility

The employees of this organisation are very clear about their roles and job responsibilities Employees are committed towards the achievement of organisational success. In case of failure the employees will feel a personal loss. This affiliation towards organisational goals is due to linking the employees reward system with performance and organisational success.

Customer Orientation
The organisation is very weak in providing after sales services to the customers, as it is not able to nurture the culture among employees about attending the customers complaints within time.

Present Organizational Structure of BSNL

CMD

Dir (Business I) NP

Dir Dir (Business II) (Business III) Basic Serv. (Value Added Services Finance HRD Marketing Finance HRD Marketing

Dir Finance

Director HRD

Corporate Affairs

Dir Marketing

Vigilance

Finance HRD Marketing

Legal Company Secretary Regulation Mgmt.

Mgmt. Audit

QA

NDC
O&M

NDC
O&M

NDC
O&M

Note: Service Functions includes Finance, HRD & Marketing Line Function includes NDC and O&M NIP: Network Infrastructure Provider NDC: Network Design & Construction; O&M: Operations & Maintenance HRD: Human Resource Development; QA: Quality Assurance

Strategy & Technology Planning

Management in BSNL

Management

Top-Level Executives

Middle-Level Executives

Entry-Level Executives

BSNL, has about 59,421 officers, of which 25,830 are entry level executives, 31,666 middle level executives and 1925 top level executives.

Top Level : Most of the executives recruitment was done by UPSC

Executive through the IES exams as ITS Officers before the year of 2000. These officers are working on deputation as DOT Employee & most of them are not absorbed by BSNL.

Middle level : 31,666 middle level executives

5% ITS recruited executive(not absorbed in BSNL) +5%Direct recruited executive by BSNL +90% promoted officers in the time of DOT(absorbed in BSNL)

Entry Level : 25,830 entry level executives.

50% executives are direct graduate engineers recruited by BSNL + 50 % executives are DOT recruited (absorbed in BSNL)

Role of Executives
They work across entire length and breadth of the country in highly inaccessible and remote areas like North East, Andaman Nicobar islands, J&K, Jharkhand, Assam where insurgency is a challenge always to face.

Strengths of the Organisational Structure

Enables in-depth knowledge and skill development of the employees. Enables organisation to accomplish functional goals. Allows economies of scale within functional departments. Leads to good coordination across product line. Makes integration and standardization across product lines.

Weakness of the Organisational Structure

Slow response time to environmental change leads to decline in growth of the organisation. Causes decisions to pile on top which leads to hierarchy overload. Poor horizontal coordination among departments which leads to poor communication and idea sharing across the functions. Involves restricted view of organizational goals which restricts the over-all growth. Leads to customer dissatisfaction because product responsibility and contact points are not clear. Centralized decision-making. Low coordination across functions.

Alternative Restructuring Plan

Benefits of the Restructured Plan

This structure will provide opportunity for both functional and product skill development in the organisation. This structure encourages the middle and lower management to participate in the decision-making process hence introducing decentralized structure. This structure is better for organisations like BSNL which are dealing with multiple products. This type of structure leads to customer satisfaction because product responsibility and contact point are clearer here. This structure allows units to adapt to differences in products, regions and customers.

Leads to flexibility and rapid response to customer need. This structure directs the attention of every employee towards the production and delivery of value to the customer. In this type of structure each employee has a broader view of organisational goals. It promotes the focus on teamwork and collaboration.