“Study of Buying Behaviour on Real Estate Sector in Telecommunications and looking in to the

Market Penetration of Wireless Devices in and around Pune Region”

For

Project By: Rahul V Pillai

Agenda:Glance View on Reliance Communication. Indian Telecom Sector. Indian Telecom Industry: Moving from Voice to

Data.Objectives of my Project.Flow Chart of the work done.Project Over View.Data Analysis and Interpretations for Real

Estate Sector.SWOT Analysis.Observations from the project.Findings from the project.Key Learnings From the organization.Contribution towards organization:

Glance View on Reliance Communication:

Reliance Communication was incorporated in the year 2002.

Reliance Communications Limited is the flagship Company of Reliance Group, one of the leading business houses in India.

RCOM is India’s first telecom service provider offering nationwide CDMA and GSM mobile services with digital voice clarity.

Indian Telecom Sector:

Telecom sector is the another sunrise sector for the country.

TRAI and DOT implements the government policies and controls the Telecom Sector in the country.

The over all Tele-density in the country has been increased from 0.8 in1994 to 76.75 in 2014 according to TRAI.

Telecom Sector contributed 6.9% of GDP in FY 2014.

Indian Telecom Industry: Moving from Voice to Data.

Communication Information

The Past Present Future

SMS

Radio

CRBT

Voice Calling

Social Networking

Mobile Gaming

Mobile Apps

Mobile Broadband

Convergence : M2M

M-commerce

Mobile Advertising

Objectives of my Project:

To know the buying behavior of Real estate sector in telecommunication.

To Study the market penetration of wireless devices.

To understand the perspective of CDMA among the key decision makers of organization And doing a comparative study and GSM and CDMA.

Flow Chart of the work done:One week forTraining

       

  Two weeks for Introduction to project& Designing Questionnaire

     

    Eight weeks forField work

   

      One week for Study of sector

 

        Two weeks for Analysis and project preparation

Project Over View : Prepared Questionnaire for seeking information from the corporates.

Approached Companies through Cold Calling also

Targeted CAT B and CAT C companies in Real Estate sector.

Sample size taken for data analysis is from 50 Real Estate Companies.

Each Respondent Treated as a case of detailed analysis.

Data Analysis and Interpretations for Real Estate Sector:

To find out the Market Share among Operators in and around Pune region for Voice:

Airtel20%

BSNL10%

Idea20%Reliance

14%

Tata20%

Vodafone 16%

Market Share for Voice

AirtelBSNLIdeaRelianceTataVodafone

To find out the no of Connections for voice:

Airtel BSNL Idea Reliance Tata Vodafone 0

50

100

150

200

250

300

350

400

450

500450

101

41 47

233

78

No of Connections

To Find Out the Market Share among Operators for data :

8%

11%

15%

18%10%

32%

6%

Market Share For DATA

AirtelBSNLotherideaRelianceTataVodafone

To Find Out the no of Connections for data:

Airtel BSNL other idea Reliance Tata Vodafone01020304050607080

1827

3543

23

76

15

No Of Connections for Data

To Find Out the usage of Fixed Wireless Landline:

43%57%

Usage Of Fixed wireless Landndline

yesno

To find out the preferences of CDMA technology among Key Decision Makers:

45%55%

CDMA Prefrence

YesNo

To find out companies which are ready to switch their operators:

8%

72%

20%

No Of Companies

YesNoMay Be

SWOT Analysis:

Strength1) Huge network infrastructure (approximately 3000 signal towers in Maharashtra)2) Cheapest and customized rental plans for corporate in both voice & data.3) Largest player for CDMA technology in India.4) Good quality CDMA network coverage5) One of the major players in wireless network operators.6) New technologies and products launched (Rev. B)

Opportunities1) Second player to enter 4G technology in India so there is high chance to dominate the market in this particular technology.2) Opportunity to attract CAT-A and CAT-B corporate with more customized plans for both voice and data3) Value added services like “internet.org” to provide free access to some websites4)To Penetrate CDMA technology in the country as the buying behaviour and perspective of customers is changing in a faster phase.

Weakness1)Late billing process.2) Average customer service.3) No separate strategy for rural market.4) Distribution channel is not accurate.5) Should spend more on advertisements and promotions.6) Customer service staff needs training.7) Negative perception about CDMA among customers

Threats1) Declining ARPU(Average Revenue per User)2) Price wars like per-second billing which deflating revenue and making sure the “survival of fittest”3) Poor advertisements doesn’t attract the customers in the competitive markets this is where reliance communication is lacking as other operators are doing best in case of advertisements.4) TATA growing market penetration of wireless devices among corporate.

Reliance Communication

ltd.

Porters Analysis on the Company:

Competitive

Rivalry - HIGH

Bargaining

Power of buyers-

HIGH

Threat of Substitu

tes- Rising

Bargaining

Power of Suppliers-LOW

Threat of New

Entrants – HIGH:

Observations from the project:

Reliance CDMA has a wider network reach and the voice quality provided by Reliance is far better than any of the GSM operators in the country.

 Reliance newly launched Rental Plans such as Zero Plan and Advanced Rental plans are more cost saving than others.

Reliance is lacking in their Advertisements and Promotions .

Real Estate Companies prefer more on service provided by their operators than their Rental Plans.

Findings from the project:

Speed and Plans of data play a vital role in the minds of corporates while choosing the products.

During Survey I found that Real Estate Companies mostly used cheaper rental plans because they don’t have tree hierarchy in their company.

Reliance should work on their after Sales and Customer service to retain their customers in the market.

Cheaper and Cost Saving Plans matters a lot for the CAT B and CAT C Corporates.

Key Learnings From the organization: Absorbed Knowledge about Telecommunications Industry and

Reliance Communications LTD, both Technically and Theoretically. I learned to Design a questionnaire for a market research. Meeting Different People among various segments, interviewing

them helped me to know about their buying behaviour in Telecommunications.

During my survey I came to know about the competitions among Major Players of Telecom Industry and their Marketing Strategies that they use to attract Corporates.

Fined-Tuned my communication skills as I interacted with a varied set of Decision Makers in the company for telecommunications mainly they were IT Managers and HR admins.

Got the much needed confidence in interviewing people and seeking information from them.

Contribution towards organization: Promoted newly launched Pro3 Wi-Fi and WI pod among Corporates

in Pune Region.

Collected Vital Information’s about Competitors Plans, therefore Reliance Communication can hunt on their accounts by setting new strategies.

Created Lead in Corporates for Reliance Communication by pitching their wireless Products.

Tried to convince Corporates about CDMA Technology and change their Misconception and Perception about CDMA, by showing them advantage of CDMA.