PROJECT REPORT

ON

“Customer Satisfaction on Mobile Service Provider Networks”

In

Chanderprabhu Jain College of Higher Studies & School of Law

By

Madhu Guliya

Submitted in the Partial Fulfillment for the award of Degree of

Bachelor of Commerce with Honours (B.COM HONS)

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES

&
SCHOOL OF LAW
An ISO 9001:2008 Certified Institute (Approved by the Govt. Of NCT of Delhi
Affiliated to Guru Gobind Singh Indraprastha University, Delhi) Plot No OCF Sector A-
8, Narela New Delhi -40
 DECLARATION

This is to certify that Report entitled “Customer Satisfaction on Mobile Service

Provider Networks” which is compiled by me in partial fulfillment of the requirement
for the award of degree B.COM (H) to Chanderprabhu Jain College of Higher Studies &
School of Law affiliated to Guru Gobind Singh Indraprastha University, Dwarka,
Delhi is based on my own experiences and observations to the best of my knowledge and
understanding and comprises only my original work and due acknowledgement has
been made in the text to all other material used.

MADHU GULIYA

Enrollment No. - 51121588816

Name of Project Guide: MR. SACHIN JINDAL

Date:
 CERTIFICATE

This is to certify that the PROJECT REPORT submitted by MADHU GULIYA, 3rd year
(6th Semester) student of B.COM (H) of Chanderprabhu Jain College of Higher Studies
& School of Law, Guru Gobind Singh Indraprastha University is a record of the
candidate own work carried out by her under my/our supervision. The matter embodied in
this report is original and has not been submitted for the award of any other degree.

DATE:

MR. SACHIN JINDAL

(PROJECT GUIDE)
 ACKNOWLEDGEMENT

I would like to acknowledge and express my deep gratitude to all the persons who have
been my constant support, source of encouragement and inspiration and have helped me
in successfully compiling and completing this internship report on time.

I take sense of pride to convey my gratefulness towards my institution ‘Chanderprabhu

Jain College of Higher Studies & School of Law’ and my university ‘Guru Gobind Singh
Indraprastha University’, New Delhi for providing us with such a great and valuable
opportunity to undergone enlightening internship in B.COM (H).

I pay my gratitude and sincere regards to “MR. SACHIN JINDAL” my mentor for
providing me with all his guidance, encouragement, suggestions and knowledge. I am
thankful to him as he has been a constant source of advice, motivation and inspiration
throughout the project work.

I also take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of the
project.

In the end, I would like to thank my professors, my family, friends for being a fountain
of love, support during the time of drafting of this report and providing me an environment
which enhanced my knowledge.

MADHU GULIYA
3RDyear, 6th Semester
CPJCHS & SOL

ABSTRACT
The present study is undertaken to understand the customer satisfaction in mobile service
providers. It is done under the guidance of CPJ-CHS.

The study was done to find out the customer satisfaction level in mobile service provider
players in the market and to know the customer perception towards other mobile service
providers, this survey was done in twin cities.

The data was processed using computer aided tools such as MS-EXCEL, SPPS frequency
tables were used for analysis, the study was conducted from February 10th 2019 to March 10th
2019 i.e., for a period of one month in the city of Delhi.
 INDEX

CHAPTER- I
 INTRODUCTION

Theoretical Background of the Topic

Customer Satisfaction
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment
resulting from product’s perceived performance (outcome) in relation to his or her
expectations. Customer satisfaction is the level of a person’s
felt state resulting from comparing a product’s perceived performance (outcome) in relation
to the person’s expectations”.

This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly satisfied
or delighted. If the performance matches the expectations the customer is
satisfied. If the products performance fall shorts of expectations the customer is dissatisfied.

Manycompanies are aiming for highsatisfaction because customers who are justsatisfied still
find it easy to switch when a better offer comes along. High satisfaction or delight creates an
emotional affinity with brand.

Variety of factors that affect customer satisfaction includes product quality, product
availability and after sales support such as warranties and services. Customer satisfaction is
seen as a proof of delivering a quality product or service. It is believed that
customer satisfaction brings sales growth, and market share. A company can always increase
customer satisfaction by lowering its price or increasing its services but this may result in
lower profits. Thus the purpose of marketing is to generate customer value profitability.

India is on the threshold of a new millennium. India chose for global economy, exposing her
to winds of change in the market place, which has expanded vastly and become fiercely
competitive. In the changed environment, decision makers view the marketing concept as the
key to success. Marketing in practice has to manage products, pricing, promotion and
distribution.

A successful product can be developed by exploding these opportunities. While delivering

the value of the consumer we make use of marketing support. This support is based on the
knowledge of consumers and distribution. Marketing support both at the introduction of
products and maturing is considered.

Marketing, as suggested by the American Marketing Association is "an organizational

function and a set of processes for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit the organization and its
stakeholders".

The two major factors of marketing are the recruitment of new customers (acquisition)
and the retention and expansion of relationships with existing customers (basemanagement).
Marketing methods are informed by many of the social, particularly psychology, sociology,
and economics. Anthropology is also a small, but growing, influence. Market research
underpins these activities. Through advertising, it is also related to many of the creative arts.

For a marketing plan to be successful, the mix of the four "Ps" i.e. product, price,
place, promotion must reflect the wants and desires of the consumers in the target market.
Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal and
informal, to determine what consumers want and what they are willing to pay for. Marketers
hope that this process will give them a sustainable competitive advantage. Marketing
management is the practical application of this process. The offer is also an important
addition to the 4P's theory.

Skills of Marketers

Marketers have 4 main skill sets that they bring to an enterprise:

1) Opportunity Identification:

Marketing begins before there is a product to sell. Many people think marketing is just selling
whatever comes out of the manufacturing plant. It's the job of marketing to decide WHAT
comes out of the manufacturing plant in the first place. Before a business can make money
there must be opportunities for money to be made and it's marketing's job to define what
those opportunities are. Marketers analyze markets, market gaps, trends, products,
competition, and distribution channels to come up with opportunities to make money.

2) Competitive strategy/positioning:

Markets consist of groups of competitors competing for a customer's business. The job
of marketing is to decide how to create a defensible sustainable competitive advantage
against competitors. Marketers conceive strategies, tactics, and business models to make it
hard if not impossible for competition to take away customers from their business.

3) Demand generation/management:

It's the job of marketing to create and sustain demand for a company's products. Marketers
manage demand for a company's products by influencing the probability and frequency of
their customer's purchase behavior.

4) Sales:

The ultimate goal of marketing is to make money for a business. In most company’s sales is a
different discipline and department from marketing. But in order for salespeople to have any
long term success in a company they must be led by marketing. The better job a company
does of identifying opportunities, creating a differential sustainable competitive advantage,
and generating demand for their products the easier it will be for salespeople to make sales.
Method to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction.

1) Complaints and suggestion system:

Companies obtaining complaints through their customer service centres, and further
suggestions were given by customers to satisfy their desires.

2) Customer satisfaction surveys:

Responsive companies obtain a direct measure of customer satisfaction by periodicsurveys.

They send questionnaires to random sample of their customers to find out how they
feel about various aspects of the company’s performance and also solicit views on their
competitor’s performance. It is useful to measure the customer’s willingness to recommend
the company and brand to other persons.

3) Lost Customer Analysis:

Companies should contact customers who have stopped buying or who have switched to an
other supplier to learn why this happened.

4) Consumer Behavior Vs Consumption Behavior:

Consumer behavior refers to the manner in which an individual reaches decision related to
the selection, purchases and use of goods and services. Walters and Paul says that, consumer
behavior is the process where the individuals decides what, when, how and from whom to
purchase
services.Consumer behavior relates to an individual person (Micro behavior) where asconsumption
behavior relates to and to the mass or aggregate of individuals
(Macro behavior) consumers behavior as a study focuses on the decision process of theindivi
dual consumer or consuming unit such as the family. In contrast the consumption behavior as
a study is to do with the explanation of the behaviour of the aggregate of consumers or the
consuming unit. Consumer is a pivot, around which the entire system of marketing revolves.
The study of buyer behaviour is one of the most important keys to successful mark.
 Introduction to Telecom Industry

The Indian Telecommunications network with 110.01 million connections is the fifth largest
in the world and the second largest among the emerging economies of Asia. Today, it is the
fastest growing market in the world and represents unique opportunities for U.S. companies
in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,is
expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of
India aims at 9 million broadband connections and 18 million internet connections by2007.
The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in
FY2004- 2005. In the last 3 years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected
to bypass 2.5 million new subscribers per month by 2007. The wireless technologies
currently in use are Global System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the
country.

Evolution of the industry-Important Milestones

Year
 First operational land lines were laid by the government near Calcutta (seat of
British power)
185
1

188 Telephone service introduced in India

1

188
3 Merger with the postal system

192 Formation of Indian Radio Telegraph Company (IRT)

3

193 Merger of ETC and IRT into the Indian Radio and Cable Communication
2
Company (IRCC)

Nationalisation of all foreign telecommunication companies to form the Posts,

194 Telephone, and Telegraph (PTT), a monopoly run by the government’s Ministry of
7 Communication

198 Department of Telecommunication (DOT) established, an exclusive provider of

5 domestic and long- distance service that would be its own regulator (separate from
the postal system)
1986
Conversion of DOT into two wholly government- owned companies: the Videsh
Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telecome Nigam Limited (MTNL) for service in metropolitan areas.

1997
Telecom Regulatory Authority of India created.

1999
Cellular Services are launched in India. New National Telecom Policy is
adopted.

2000
DOT becomes a corporation, BSNL.

A large population, low telephony penetration levels, and a rise in consumers' income and
spending owing to strong economic growth have helped make India the fastest-growing
telecom market in the world. The first and largest operator is the state-owned incumbent
BSNL, which is also the 7th largest telecom company in the world in terms of its number
of subscribers. BSNL was created by corporatization. while DTS (Department of Telecommu
nication Services), a government unit responsible for provision of telephony services.
Subsequently, after the telecommunication policies were revised to allow private operators,
companies such as Bharti Telecom, TATA Indicom, Vodafone, MTNL, Idea, Vodafone and
BPL have entered the space. Major operators in India. However, rural Indiastill lacks strong
infrastructure.The total number of telephones in the country crossed the 300 million mark on
June 182008The overall tele-density has increased to 36.98% in March 2009 .In
the wirelesssegment, 15.87 million subscribers have been added in March 2009. The total wir
elesssubscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wire
linesegment subscriber base stood at 38.22 million with a decline of 0.13 million in
October 2008
.
Market Share of Public and Private Industry

The fixed line and mobile segments serve the basic needs of local calls, long distance calls
and the international calls, with the provision of broadband services in the fixed line segment
and GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and
the wireless instruments. Mobile phone providers have also come up with GPRS-enabled
multimedia messaging, Internet surfing, and mobile-commerce.The much-awaited 3G
mobiletechnology is soon going to enter the Indian telecom market. The GSM,
CDMA,WLLservice providers are all upgrading them to provide 3G mobile services. Along
withimprovement in telecom services, there is also an improvement in manufacturing. In
the beginning, there were only the Siemens handsets in India but now a whole series of new
handsets, such as Nokia's latest N-series, Sony Ericsson's W-series, Motorola's PDA phones,
etc. have come up.

Touch screen and advanced technological handsets are gaining popularity. Radio
serviceshave also been incorporated in the mobile handsets, along with other applications like
high storage memory, multimedia applications, multimedia games, MP3 Players, video
generators, Camera's, etc. The value added services provided by the mobile service operators
contribute more than 10% of the total revenue.

The Global Cellular Mobile Industry

Global telecom sector

Earnings visibility

Earnings growth is being driven by improving pricing conditions, stabilizing operatingtrends,

aggressive cost cutting initiatives, a positive regulatory environment, strong wireless growth,
and new market opportunities. This has translated into greater visibility of forward earnings
as evidenced by recent increased analyst upgrades within the sector.

Merger synergies

Given the substantial amount of excess capital available in the sector and in private equity we
expect to see additional merger and acquisition activity, albeit at a slower pace than recently
witnessed. Global telecom M&A deals over the past two years have reflected market
expansion but have also had a positive effect on the buyers’ balance sheets. Partnering
companies have begun realizing their synergies through cost reductions and economies
of scale. In the US, the largest three companies now account for over 70% of the sector
market cap; this compares to 34% in 1990. Trends in bundled services are also paving the
way for additional M&A activity. Sector consolidation will further increase the importance of
stock selection.
Growth

While cost-cutting has been a major source of earnings growth, we have seen top-
line pressures decreasing which will help revenues become a larger driver of earnings growth
again. We see growth within the sector coming from a number of areas including: broadband,
3G (third generation) technology, expansion in emerging markets. Broadband penetration
has been accelerating as internet customers are seeking faster downloads for audio and video
files. 3G services, which facilitate the simultaneous transfer of both voice and non-voice (i.e.
video, downloads, SMS, etc.) data are providing mobile users with a much more robust
communication platform and should finally begin to realize their growth potential in
2007.Emerging market companies benefit from low penetration rates and also tend to have
lower leverage, higher margins and higher growth than most developed markets telecomcomp
anies.

Global opportunities

It has become less difficult to find attractive telecom investment opportunities globally than it
was a year ago. As the fog has lifted from the sector, there are increased opportunities
within both the growth and value spaces.

Definition of Cellular/Mobile phone

The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is
along- range, portable electronic device used for mobile communication. In addition to the
standard voice function of a telephone,

The Global Cellular Mobile Industry:

The global mobile phone industry is based on many different manufacturers and operators.
The industry is based on advanced technology and many of the manufacturers are operating
in different industries, where they use their technological skills, distribution network, market
knowledge and brand name. Four large manufacturers of mobile phones are today dominating
the global mobile phone industry &networks; Nokia, Sony Ericson, Samsung and Motorola,
Airtel, Bsnl , tata indicom, Vodafone, reliance, others. In addition to these companies there
are many manufacturers that operate globally and locally.
TELECOM INDUSTRY IN INDIA

 The telecom industry is one of the fastest growing industries in India. India has
nearly 200 million telephone lines making it the third largest network in the world
after China and USA.
 With a growth rate of 45%, Indian telecom industry has the highest growth rate in the
world.
 Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred
by the growth in demand in countries like India and China.
 India’s mobile phone subscriber base is growing at a rate of 82.2%.
 China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
subscriber in Asia Pacific.
 Compared to that India's share in Asia Pacific Mobile Phone market is 6.4%.

History of Indian Telecommunication

It was started in 1851, when the first operational land lines were laid by the government near
Calcutta (seat of british power). Telephone services were introduced in India in 1881. In 1883
telephone services were emerged with the postal system. Indian Radio Telegraph Company
(IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication
companies were nationalised to form the posts, Telephone and Telegraphs(PTT), a monopoly
run by the government’s Ministry. Telecom sector was considered as a strategic service and
the government considered it best to bring under state’s control. The first wind of reforms in
telecommunication sector began to flow in 1980s when the private sector was allowed in
telecommunication equipment manufacturing. In 1985, Department of Telecomunication
(DOT) was established. It was an exclusive provider of domestic and long distance service
that would be its own regulator (separate from the postal system). In 1986, two wholly
government- owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for
international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy,
Also, examples of Telecom revolution in many other countries, which result in better quality
of services and lower tariffs, led Indian policy makers to initiate a change process finally
resulting in opening up of the telecom services sector for the private sector. National Telecom
Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian
telecommunications sector.

In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to
act as a regulator to facilitate the growth of telecom sector. Telecommunication sector in
India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular
Services. Fixes line services consist of basic services, national or domestic long distance and
international long distance services. The state operators (BSNL and MTNL), account for
almost 90% of revenues from basic services. Private sector services are presently available in
selective urban areas, and collectively account. Global System for Mobile Communication
(GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by
Reliance and Tata Indicom. Opening up of international and domestic long distance
telephony service are the major growth drivers for cellular industry. Cellular tariffs on
airtime, which along with rental was the main source of revenue. The reduction in tariffs for
airtime, national long distance and handset prie has driven demand.

Classification of Telecommunication services

1. Basic Services
2. Cellular Services
3. Internet Service Provider (ISP)

Scope of the Study : In the present scenario, the telecommunication is lifeblood for every
business activities. Even in this industry there prevails a stiff competition between the service
providers. In spite of a well established network and infrastructure supporting it certain
service providers weren’t able to root their footsteps in the market. Further their promotional
initiatives haven’t yielded fruitful results. Since there is a marginal difference between the
services rendered by the Cellular service providers there is more possibility for the subscriber
to switch from one service provider to another based on his convenience. So it very essential
for the Mobile service provider to understand the customer preferences and the influence of
various Demographic variables behind that influence, the subscribers Pre purchase search and
Post purchase behavior to win the hearts of the customers. This study could aid the service
providers with respect to their enhancement.

Objectives of the Study: This project aims at studying the present market scenario. The
major players in the market today are Airtel, Vodafone, Bsnl, Tata Indicom, Reliance, Idea.
All the companies want to capture the market study concerns with evaluatingfast developing
area and so all the services providers were taken to measure the satisfaction of customer.

The main objective of the study are:

1. Service providers in the market which are not reaching the customer.
2. To study the customer satisfaction towards mobile service providers.
3. To study and identify how the customers are benified.
4. To evaluate the major service provider satisfied customer.
5. To assess the needs, requirements and expectations of the customer in order to assess
their current satisfaction levels.
6. To know the attitude, enthusiasm regarding the service provided to the customers.
 7. To understand the performance of different brands in the market on various
parameters like product quality, performance of the customer relationship officer
(CRO), service quality, range and selection of products available.

About Mobile Service Network Providers

1. VODAFONE

Vodafone is a British multinational telecommunications conglomerate, with

headquarters in London and Newbury, Berkshire. It predominantly operates services in
the regions of Asia, Africa, Europe, and Oceania. Among mobile operator
groups globally, Vodafone ranked 4th (behind China Mobile, Bharti
Airtel and Vodafone Idea) in the number of mobile customers (313 million) as of
2018.
Vodafone owns and operates networks in 25 countries, and has partner networks in 47
further countries. Its Vodafone Global Enterprise division
provides telecommunications and IT services to corporate clients in 150 countries.
The company has a secondary listing on NASDAQ. India

By late January 2017, Vodafone Group's unit in India and Idea Cellular Ltd were in
preliminary talks to merge. And on 20 March 2017, Vodafone announced that it was
merging its Indian business with Idea, India's third-largest network, to create the
country's largest operator with almost 400 million customers, accounting for 35% of
the Indian cellphone service market. Vodafone would own 45.1 percent of the new
operator and Idea's parent company, the Aditya Birla Group, would own 26 percent.
On 31 August 2018 Vodafone Idea became a legal entity and the largest telecom
service provider in India.

2. AIRTEL

Airtel India is the second largest provider of mobile telephony and also second largest
provider of fixed telephony in India, and is also a provider of broad band
and subscription television services. The brand is operated by several subsidiaries
of Bharti Airtel, with Bharti Hexacom and Bharti Telemedia providing broadband
fixed line services and Bharti Infratel providing telecom passive infrastructure service
such as telecom equipment and telecom towers.

Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification.
It also acts as a carrier for national and international long distance communication
services. As of 31 July 2018, Airtel has 345.86 million subscribers with a market share
of 29.64% in the Indian telephony market. Airtel was named India's second most
valuable brand in the first ever Brandz ranking by Millward Brown and WPP plc.
 Airtel is a global brand of Bharti Enterprise of India- world’s third largest mobile
phone operator in terms of subscriber base. However, Axiata Group of Malaysia and
Bharti Enterprise of India had agreed to merge their respective operations in
Bangladesh on January 28, 2016. Airtel, as a socially responsible brand, has taken up a
number of flagship Corporate Responsibility initiatives in the areas of ICT-Education,
Health and Environment with a view to contribute towards the sustainable
development of the country. Empowering the youth and letting them speak their minds
have always been the focus point of Airtel. With a widened arm, thus, Airtel invites all
to join the largest friendship network.

3. IDEA

Idea Cellular is an Aditya Birla Group Company, India's first truly multinational
corporation. Idea is a pan-India integrated GSM operator offering 2G and 3G services,
and has its own NLD and ILD operations, and ISP license. Idea is India’s 3rd largest
mobile operator. Idea ranks among the Top 10 country operators in the world with a
traffic of over 1.5 billion minutes a day. Idea’s robust pan-India coverage is built on a
network of over 100,000 2G and 3G cell sites, spread across over 55,000 towns in
India. Using the latest in technology, Idea provides world-class service delivery
through the most extensive network of customer touch points. Idea’s customer service
delivery platform is ISO 9001:2008 certified, making it the only operator in the
country to have this standard certification for all 22 service areas and the corporate
office Idea won the ‘Best Brand Campaign’ at the esteemed World Communication
Awards 2011. It also recently won 3 Awards at the ET Telecom Awards 2012, in the
following categories Customer Experience Enhancement, Excellence in Marketing and
Innovative products, respectively.

On 31 August 2018, Vodafone India merged with Idea Cellular, and was renamed as
Vodafone Idea Limited. However, the merged entity continues using both the Idea and
Vodafone brand. Currently, the Vodafone Group holds a 45.1% stake in the combined
entity, the Aditya Birla Group holds 26% and the remaining shares will be held by the
public. Kumar Mangalam Birla heads the merged company as the Chairman, with
Balesh Sharma as the CEO.
4. BSNL

BSNL Mobile (formerly CellOne) is an Indian mobile network operator, operated by

the public enterprise BSNL. It provides both pre-paid and post-paid mobile services as
well as many value added services. BSNL Mobile has a pan-India presence with
presence in all the 22 telecom circles in India. BSNL Mobile provides all of India with
roaming access, including Delhi and Mumbai, and International roaming access to
more than 300 networks across the world. The company's Cell One network
(GSM/GPRS) was launched in late 2002 and has coverage in major cities and towns
and more places are being covered. BSNL Mobile offers both GSM as well
as CDMA prepaid and postpaid services. Cellone was renamed BSNL Mobile in 2007.
It was the first company which made incoming roaming charges free across the
country. BSNL has total 113.789 million subscribers as on 30 November 2018.

Bharat Sanchar Nigam Ltd. was incorporated on 15th September 2000 . It took over
the business of providing of telecom services and network management from the
erstwhile Central Government Departments of Telecom Services (DTS) and Telecom
Operations (DTO), with effect from 1st October‘ 2000 on going concern basis. It 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.
 CHAPTER- II

Literature Review

A brief review of literature would be of immense help to the researcher in gaining insight into
the selected problem. The researcher would gain good background knowledge of the problem
by reviewing certain studies. The next step the researcher undertook is review of literature.
Literature and review is one of the fundamental tasks of any researcher. It helps, guides the
researcher to as below, understand where, who and how research relevant to the present study
was carried out,

 How the terms, variables were defined and measured,

 What were the measures, outcomes/findings of the earlier research?

 The literature review also helps the researcher in identifying the gap that exists between
past research, present scenario and probable outcomes of the study.

With these intensions the researcher has extensively revised the literature available through
different sources namely:

Research papers from research journals,

 White papers,

 Thesis, and

 Websites of organizes/ regulators, as well as academic web sites.

1. These are The Hindu, in its “Survey of Indian Industry”, “Cellular Telecom”, “Mobile
telecommunication was introduced several years ago with analog technology. But
now it is witnessed that cellular networks for mobile telecom with digital technology
with superior services developed by the European countries under global system for
mobile communication”

2. Hutchison’s Managing Director Asim Ghosh, says in the article

Telecommunications”, (Business World), “Telecom is such a huge sector and it’s so
easy to be seduced by its different parts, but thankfully we were” Rajan Nandha,
“Corporate Reports”, Business India highlights that with an investment of over Rs200
crore, Escotel is the largest investment, Escorts has made in recent years. This is proof
enough to reflect the importance of telecom for them as a core business.

3. Sunil Mittal, in his article “Telecom”, (Business Today), “A wire-line telephone, will
be like a wall clock, where every house will have one. But a cellular phone will be
like a wristwatch. Everyone will have one” Manoj Kohil,

4. Chief Executive officer of Escorts says in his article “Corporate Reports” (Business
Line), “It’s a great competitive edge to replicate, but the service guarantee underlines
the basic soundness and efficiency of operation which are not easy to replicate,
definitely not in a short time.”

5. Ramchandra Hegde, (Business India), says that the public expect the Indian
subscriber base for both wire line and wireless to grow from the current 52 millions to
95.2 million by 2007. We believed that such additions are with in the realms of
possibility given current low telecom penetration and low telecom spending.

6. Robins (2008) - This paper is about marketing the next generation of mobile
telephones. The study is about third generation of cell phone technology, what is
usually known as “3G” for short. There are various issues about that new innovative.
One is how to price 3G handsets and services at a level which will enable telephone
operating companies to recoup the high prices they have already paid to governments
for operating licenses. Second the technology is not yet complete, there are no agreed
international standards and companies do not yet know what new services the
technology will prove capable of delivering effectively. All variants of 3G remain
dependent on largely unproven technology. Marketing 3G is going to be about
services which are new and in many cases, yet to be designed. At the same time, it
will involve services which can also be obtained by computer and other means. It
follows that the marketing task will be high risk. First, 3G has no obviously unique
selling proposition to build on except, perhaps, the combination of live video and easy
 portability. Second, the potential customers have not yet had adequate opportunity to
signal their service likes and dislikes. Third, the cost and complexity of service
provision leave doubt about the market’s reaction to price.

7. Debnath (2008) - This study explain that the prime focus of the service providers is to
create a loyal customer base by benchmarking their performances and retaining
existing customers in order to benefit from their loyalty. With the commencement
of the economic liberalization in 1991, and with a view to expand and improve
telecom infrastructure through the participation of the private sector, the Government
of India permitted foreign companies holding 51 percent equity stake in joint ventures
to manufacture telecom equipment in India. The Indian Government has announced a
new policy, which allows private firms to provide basic telephone services. There had
been a monopoly of the state-owned department of telecommunications. However,
several companies are expected to benefit from the policy change.

8. Bhatt (2008), in his study titled “A Study of Mobile Phone Usage Among the Post
Graduate Students” analyzed that it is important for mobile carriers, service providers,
content developers, equipment manufacturers, as well as for parents and young people
alike that the key characteristics of mobile technology is well understood so that the
risks associated with its potentially damaging or disruptive aspects can be mitigated.
This paper has tried to compare the usage difference by gender with respect to the
difference manufacturing and service provider companies.

9. Jha (2008), in his study analyzed that it is the youth which is the real growth driver
of the telecom industry in India. Considering this fact, the paper is an attempt to give
as nap shot of how frequently young people use their mobile phones for several
embodied functions of the cell phones. Data was collected from a sample of
208mobile phone owners, aged between 20 and 29. The study sheds light on how
gender, monthly voucher amount and years of owning mobile phones influence the
usage pattern of this device. Findings of the study would be helpful for the telecom
service providers and handset manufacturers to formulate a marketing strategy
for different market segments.

10. Kalavani (2006) in their study analyzed that majority of the respondents have given
favourable opinion towards the services but some problems exist that deserve the
attention of the service providers. They need to bridge the gap between the
services promised and services offered. The overall customers’ attitude towards cell
phone services is that they are satisfied with the existing services but still they want
more services to be provided.

11. Kumar (2008), in their study titled “Customer Satisfaction and Discontentment vis-a-
vis BSNL Landline Service: A Study” analyzed that at present, services
marketing plays a major role in the national economy. In the service sector, telecom
industry is the most active and attractive. Though the telecom industry is growing
 rapidly, India's telecom density is less than the world's average telecom density as
most of India's market is yet to be covered. This attracts private operators to enter into
the Indian telecom industry, which makes the Bharat Sanchar Nigam Limited (BSNL)
more alert to run its business and survive in the market.

12. Sethetal (2008), in their study titled “Managing the Customer Perceived Service Quality
for Cellular Mobile Telephone: an Empirical Investigation” analyzed that there is
relative importance of service quality attributes and showed that responsiveness is the
most importance dimension followed by reliability, customer perceived network
quality, assurance, convenience, empathy and tangibles. This would enable the service
providers to focus their resources in the areas of importance. The research resulted in
the development of a reliable and valid instrument for assessing customer perceived
service quality for cellular mobile services.

13. Fernandez (2007) in their study titled “Understanding Dynamics in an Evolving

Industry: Case of Mobile VAS in India” analyzed that Mobile Value Added
Services(VAS) is a rising star in the fast growing wireless business. In the paper,
attempt is made at understanding the strategic dynamics of the evolving environment
within which the Indian players are operating, the challenges and structure of the
same. Our literature and industry review indicates that - while the value chain of
industry is complicated yet one can observe the bipolar nature of bargaining powers
between mobile network operators and content aggregators.

14. Bismut (2006) in his study titled “Competition in European Telecom Markets”
analyzed that in recent years the European telecommunications market has witnessed
major developments, with rapid expansion in access to telecommunications networks
and a surge in the number of available services and applications. While many factors
have contributed to the transformation of the telecommunications industry,
competition has played a key role in driving telecom players to invest in new
technologies, to innovate and to offer new services.

15. Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies
of Cellular Services: A Customer Perspective” analyzed that the increasing
competition and changing taste and preferences of the customer’s all over the world
are forcing companies to change their targeting strategies. The study revealed the
customer attitude and their satisfaction towards the cellular services in Coimbatore
city. It was found that advertisement play a dominant role in influencing the
customers but most of the customers are of opinion that promotional strategies of
cellular companies are more sale oriented rather than customer oriented.

16. Fredric (2008) analyzed the importance of yield management and

discrimination pricing in telecommunication sector. Yield management is the process
of allocating the right type of capacity or inventory unit to the right kind of customer
at the right price so as to maximize revenue or yield. Yield management and dynamic
 pricing strategies could be usefully applied to preserve and increase profitability.
Yield management techniques can help telecom operators and similar companies to
optimize the benefits they can derive from a subtle management of information
networks and partnerships. However, such an approach is more difficult to implement
in the telecommunications industry than in the airlines sector because of the difficulty
to control (and sometimes to refuse) network access to customers.

17. Chris (2003) has analyzed ‘Telecom advertising in print media.’ This research
attempted to investigate why Telecom theme are used in advertisement, and the
motives that lead companies and advertisers to use sport celebrities and sport concept
in advertisements. From study it has been revealed that the appearance of sport
celebrities in advertising endorsement occurred more often in Telecom magazines
than in other magazines, because their target group is more acquainted with athletes.
The sport celebrities that dominated each printed media are related with their target
group characteristics.