The Company: Introduction • The company was incorporated as Birla Communications

Limited on March 14, 1995 and commenced business on August 11, 1995.

• Registered office was in Mumbai, Maharashtra.• The company name was changed to Birla AT&T

Communications Limited on May 30, 1996 following the execution of a joint venture agreement dated December 5, 1995 between AT&T Corporation and Grasim Industries Limited.

• Changed name to Idea Cellular Limited and launched "Idea" brand name in 2002.

• It provides wireless and long distance voice and internet services to consumer and enterprise markets

• Idea became a pan-India operator in 2009

• The market positioning of Idea reflects the strength of its brand considering the fact that Idea added 11 out of its total 22 service areas in the past four years.

• Today, it is a pan-India player with commercial 2G operations in 22 service areas, and 3G in nine of these circles.

• Its subscriber base has grown multifold, from 7.37 million in March 2006 to 89.5 million in March 2011.

• Idea holds 16 per cent stake in Indus Towers, a joint venture with other telecom majors Bharti Airtel and Vodafone.

• Indus Towers is the world's largest tower company with over one lakh towers.

Founding Fathers

Mr. G. D. Birla and Mr. Aditya Birla

Integrity

Passion

Commitment

Speed

Seamlessness

LEARNING POINTS FOR US

• RURAL BASED APPROACH.• EXPANSION PLANS-GUJARAT TO ALL OVER

INDIA• MARKETING AT THE GRASS ROOT LEVEL ie;

CUSTOMER ACQUSITION THROUGH LOCAL CABLE OPERATORS.

Wireless Access Evolution

Broadband New Services Efficiency

Broadband

Subscribers

Voice

Coverage Mobility

Voice Quality Portability Capacity

Broadband Network

Simplification Cost of

Ownership

Entry into 3G 3G

• Idea's 3G services start from chattisgarh, Gujarat and Hp & MP•

It Plans progressive pan-India rollout of 'Gold Standard' 3G services to ensure unmatched customer experience in 200 towns by April '11 and 4,000 towns by 2012. To enjoy Video Conferencing, Video on Demand, Mobile TV and high-speed Internet, Introduces Time based Billing plan for 3G services

• Idea has traditionally focused on growth from semi-urban heartlands of India and will continue to drive its 3G services from these industrial, agricultural and educational region.

Product Offerings

Competition

• Reputation of Brand• Technology innovation used

in Idea• Advertising and promotion in

Idea• High quality network

structure

Strength

• No Broadband service• Low coverage in India• Market leader only in North

India• Direct to Home Service is not

available• Less market share in urban

market

Weakness

• The Indian telecommunication industry is growing at faster rate

• Low penetration, more particularly in rural India.

• New 3G launch

Opportunities

• Intense competition.• Customers loyalty is low• Increasing cost of promotion.• Increased network cost.

Threats

Pricing Strategies

Penetration Pricing

Market Skimming

Achievements

• Was the first to achieve the highest loggings in the first week of sip and was awarded for the same.

• Finished the target of logging the five dongles in the second month.

• Had made more than 50 calls in the corporate• Mapped around 30 companies with all information

from turnover to no.of sim cards to data cards to number of employees etc.

OVERVIEW OF 2G AND 3G

• 2G NETWORK:

– Evolved from 1G– First system that used digital

signals– Improve speech quality,

coverage and security.– It introduced data services for

mobile,starting wth SMS text messages

• TECHNOLOGY USED IN 2G

• Divided into TDMA and CDMA based standards depending upon

multiplexing used.

– TDMA Standards: (a) GSM (Global System Mobile) (b) Interim Standard 136(IS-136) (c) Pacific Digital Cellular(PDC)

3g network

• 3rd generation mobile communication.

• It offers high speed data rate.

• Offers wide range of services.

• Increased bandwidth.

where lies the difference???• 2G use different switching techniques for voice and data,

where 3G uses single switching for any kind of data.

• 2G is circuit-switched, but 3G is packet-switched.

• GSM uses TDMA technology with narrowband 200Khz, 3G (WCDMA) use CDMA technology with broadband 5Mhz.

• 2G has low data rate, voice oriented services.•

3G has higher data rate and data oriented services3G enables Multiplexing of services with different quality

requirements on a single connection, e.g. speech, video and packet data.