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TABLE OF CONTENTS
1. TELECOMMUNICATION MARKET IN INDIA 7
2. GSM MARKET IN INDIA 11
3. INTRODUCTION 23
4. TARIFF STRUCTURE 39
5. PROMOTIONAL STRATEGY 48
6. MARKET SITUATION 50
7. COMPETITIVE SITUATION 51
8. MARKETING STRATEGY ADAPTED Y !ARTI 60
9. O"ECTIVE 69
10. RESEARC! MET!ODOLOGY 70
11. LIMITATION 71
12. S#OT ANALYSIS 79
13. CONCLUSION 81
14. $UESTIONNAIRE 86
15. ILIOGRAP!Y 89
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TELECOMMUNICATION MARKET IN INDIA
T%& I'()*' +&,&-//')-*+)' N&+ )+% 250/ +&,&%'&
-''&-+)' ) +%& )+% ,*&+ )' +%& ,( *'( ) +%& &-'( ,*&+
*/' +%& &/&)' &-'/)& A)*. T(* )+ ) +%& *+&+ )'
/*&+ )' +%& ,( *'( &&&'+ ')& +')+)& UK
-/*')& )' +%& +*'*'+ ,:*, -&'*). T&,&;(&')+< %)-% *
,*')%)' *+ 2= )' 1999< %* %' *' )/&)>& ?/ + 9.5= )'
2006 *'( 10.5= )' 2007 *'( ) &+ + )'-&*& + 20= )' +%& '&@+ )>&
&* :&*+)' +%& G>+. +*&+ : +%&& &*. A--()',< I'()*
&)& )'-&/&'+*, )'>&+/&'+ USD 20;25 :,' +%& '&@+ )>&
&*.
P)>*+& &*+ %*>& /*(& /:),& +&,&%' +%& *+&+ )'
>& 164= .*.B )' I'()*. #)+% /& +%*' 33 /),,)' & :+% CDMA
*'( GSMB< )&,& ) +%& )'-)*, +% &')'& +%& I'()*' +&,&-/
)'(+. G)>&' +%& -&'+ +% +&'(< -&,,,* -''&-+)' )' I'()*
),, * )@&( ,)'& : ,*+& 2004&*, 2005. I'+&'& -/&+)+)'
:&+&&' +%& /*)' )>*+& ; %*+)< V(*'&< T*+* *'(
R&,)*'-& *'( )+% +%& S+*+& &-+ )'-/:&'+;SNL *'( MTNL %*
:%+ *:+ * )'))-*'+ ( )' +*). T%&& %* :&&' *,/+ 74=
)' -&,, %'& -%*&< 70= )' ILD -*,, *'( 25= ( )' NLD -%*&& :&&' &(-&( / 14 &-&'+ +
5 &-&'+.
T%& I'()*' >&'/&'+ %* /&&( +%& IT *'( T&,&-/ M)')+)& +
&&( &/ *'( (&-))' ' +%& C//')-*+)' C'>&&'-& ),,
+ &'*:,& +%& -//' &,*+)' +%& I'+&'&+< :*(-*+)' *'(
+&,&-/ ),, :& +*&' *+& +%& '& G>&'/&'+ */&
&'):),)+)& )' /* +%) &*. A' )'(&&'(&'+ &,*+ :(
TRAIB *'( ()+& &++,&/&'+ :( TDSATB ) ,, '-+)'*,.
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INDIAN CELLULAR MARKET
T%& %*+) G< %)-% &*+& )' 23 -)-,&< -'+)'& + :& +%&
-'+ ,*&+ -&,,,* &*+< )+% 50 ,*% :-):&. SNL& '(&'& * +&*( ,):&*,)*+)'
)'-& 1994 %&' +%& I'()*' >&'/&'+ )+ %+ )>*+&
)'>&+/&'+ )' +%& &-+. M& )'))-*'+ ,):&*,)*+)' ,,&( )'
1996 )+% +%& ,)-&')' '& ,-*, )@&( ,)'& *'( /:),& &>)-&
>)(&. !&>&< )+ %* :&&' +%& >&'/&'+ N& T&,&-/ P,)-
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1999B +%*+ %* %*( +%& /+ *()-*, )/*-+ ' +%& (&>&,/&'+
GSM &>)-&. T%& ,)- /))' +*+&/&'+ ) *(*:,&
-//')-*+)' *,,< T%&& ) * &')'& -//)+/&'+ + -&*+)' *
/(&' *'( &)-)&'+ -//')-*+)' )'*+-+& +%*+ +*& *--'+
+%& -'>&&'-& +&,&-/< IT *'( /&()*. I' *(()+)'< +%& ,)-
,*-& )'))-*'+ &/%*) ' &*+& -/&+)+)' :+% )@&( *'(
/:),& &>)-&.
C/&+)+)' )' +%& /:),& &-+ %* *,&*( %*( * >)):,& )/*-+ '
)-& )+% -*,, -&'+, -+)' ,& +%*' 9 -&'+ & /)'+&. T%)
/&*' +%*+ &>)-& -+ %*>& *,,&' : 60 & -&'+ )'-& +%& )+ GSM
'&+ :&-*/& ,)>& )' 1995. I+ *, %&, &@,*)' % * &-&'+
T&,&-/ A)* >& &>&*,&( +%*+ /& +%*' 70 & -&'+ I'()*'
/:),& :-):& &,+ +%*+ )-& && ' *+ * &*'*:,& ,&>&,.
O'& +%& -%*,,&'& *-)' GSM &*+ )' I'()* ) +%& ()>&)+
+%& ->&*& &)' ;/ &/+& *, &)' + /& +%& /+
(&'&, ,*+&( /&+,)+*' *&* )' +%& ,(. I'()* %* /&
+%*' 40 '&+< %)-% ->& +%& &>&' ,*&+ -)+)&< >& 7000
+' *'( &>&*, L*- >),,*&. S-% (&+% ->&*& %* &)&(
&'/ )'>&+/&'+ / I'()* &*+. I+ ) &+)/*+&( +%*+ /&
+%*' R200 :),,)' %*( :&&' )'>&+&( )' I'()* GSM )'(+ : /)(;
2000< * )& +%*+ ) &+ + :& ,&/&'+&( : * +%& R. 300
:),,)' >& +%& '&@+ )>& &*.
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T%& ( '& ) +%*+ :-):& +% ) :&)'')' + , %&*,+%.
#)+% I'()* , PC &'&+*+)' *'( %)% *>&*& I'+&'&+ *& ;*+
14;20 % * /'+% & & )+ ) -/**:,& + +%& US ;+%& /*&+
/:),& (*+* *'( /;-//&-& , &@+&/&, /))'. #AP
&>)-& %*>& *,&*( :&&' ,*'-%&( )' +%& :-'+)'&'+ *'( +%& )+
GPRS '&+ *& )' +%& -& :&)' ,,&( +. I' +%& &*
*%&*(< GSM I'()* ),, )+% )+ /&/:& + &*,)& +%& +&'+)*,
&*, *-&+ &>)-& )' *'+)-)*+)' +%& **( 3GSM ,)-&'-&.
Inia !astest gro"ing GSM #art
I'()* ) &@&-+&( + %*>& 145 /),,)' GSM ,:*, +&/ /:),&
-//')-*+)'B -+/& : 2007;08 -/*&( + 26 /),,)'
:-):& * ' M*-% 2005< *--()' + +%& G,:*, M:),& S,)&
A-)*+)'. F GSM< I'()* ) * --& +. I+ ) '& +%& *+&+
)' /*&+ )+% )+ :-):& :*& (:,)' )' 2005. A+ +%)
*-&< +%& +*&+ 150 /),,)' :-):& : 2007;2008 ) (&)')+&,
*-%)&>*:,&& L*+)' A/&)-*' &*+
%* -%&' GSM. I' N+% A/&)-* GSM +% ) :)& +%*' CDMA
-(& ()>))' /,+),& *--&B
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(&:*+& >& GSM >& CDMA )' /:),& &>)-& *&'*< !*((&' *)(
GSM ) +%& ,( /+ --&, /:),& +*'(*( )+% >& 1 :),,)'
&< *'( ) *' &' /:),& +*'(*(. I+ *, + *+/*+)-
)'+&'*+)'*, */)'< %)-% ) * /*? -'+):+ + :)'& ,*'.
Inia$s GSM #o%ile !ir#s$ re&enue up '( p)t
I'()* )>*+& +&,&-/ )/ &)' GSM;:*&( /:),& &>)-&
&+&( * 24 &-&'+ )& )' &>&'& )' +%& &* + M*-% 2007 :+
*)( +& +% *+& -,( , :&-*& %&*> +*@& ' +%&
'*-&'+ )'(+. A,+%% I'()* /:),& &-+ ) +%& ,( *+&+
)' /*? )&,& /*&+< )+ ) */'+ +%& %)%&+ +*@&(
)'(+)& )' +%& -'+. M:),& -*)& * * /-% * 25 &-&'+
+%&) &>&'& * ,)-&'-& &&< &-+/ -%*& *'( +%& +*@&. T%&
C&,,,* O&*+ A-)*+)' I'()* COAIB *)( &>&'& )-*,
200304 +( *+ 83.08 :),,)' && H1.86 :),,)'B -/*&( )+% 64
:),,)' && * &* &*,)&. A--()' + T.V. R*/*-%*'(*'< ()&-+
&'&*, *+ COAI< T%&& &>&'& +% *+& -*''+ :& /*)'+*)'&(
',& +%&& ) * -'-&+&( &+ : +%& >&'/&'+ + -+ &@-&)>&
,&>)& *'( *,, %*)' )'*+-+&J
+ +%& +&'+)*, + ( /-% :&++& &@)+ * +%&& ) +),, %&
(&/*'( )' +%& &-+.J R*/*-%*'(*' *)( +%& &-+ * +),, ,)'
/'& :+ (&-,)'&( + &,*:*+&. S*,& ?/&( :&-*& * (:,)'
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+%& GSM G,:*, S+&/ M:),& C//')-*+)'B & :*& *
/& &,& &'+&&( +%& ,)%)' /*&+ +%*' + '& +%& ,&+
-*,, *+& )' +%& ,(. + +%& /'+%, *>&*& &>&'& & &< *
& /&*& )+*:),)+< (&-,)'&( 17.4 &-&'+ + 432 && )' +%&
+% *+& -/*&( )+% 523 && )' +%& )+ *+& (& + *
-+ )' +*) *'( &@-&)>& -/&+)+)' */' -/*')&. G+%
,)'< (&/*'( '+*&( T%& *-)*+)' %* '+ )'-,(&( +%&
)'*'-)*, &/*'-& *'( +%& GSM;& :*& +*+&;' )/ %**+
S*'-%* N)*/ L+(< +%& &-'(;*'&( ,*&< *'( M*%*'**
T&,&%'& N)*/ L+(< R*/*-%*'(*' *)(. T%&& *& 150 /),,)' GSM
-+/& *'( /& +%*' 96 /),,)' & +%& )>*, CDMA;:*&(
/:),& &>)-& )' +%& -'+.
T%& *-& +% )' /'+%, *(()+)' ) ,)' *+& ?+ 1.25
/),,)' & + +%& &>)-& )' A), -/*&( )+%
1.9 /),,)' )' +%& &>) /'+% *'( 1.63 /),,)' )' F&:*.
R*/*-%*'(*' :,*/&( +%& ,(' ' * /*?)+ /*,, GSM
&*+ :&)' '*:,& + &@*'( '&+ )'+ *, *+%& %&&
(&/*'( &/*)'&( ,*&, '+*&(.
O ,& *& '+ &'% + ->& -+ '&+ &@*')'
*'( )'*'-)' -%*& ' ,*'. #& *& /*)' /'& ', + ->&
&*+)' &@&'&
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I'()*' ' * /:),& %'& -/*&( )+% *:+ 20 &-&'+ )' C%)'*.
A:+ * (&' )/ -% * %*+) A)+&, L+(< 28 &-&'+ '&( :
S)'*& T&,&-//')-*+)'< R&,)*'-& I'-// L+( *'( +%& I'()*'
GSM;')+ V(*'& :*++,& )' +%& %+, -/&+)+)>& &-+.
DOES GSM *A+E T*E EDGE,
GSM &*+ *& '+ +%& ', '& % *& )&( *:+ +%& *)(
+)(& /*(& : CDMA /:),& ,*& R&,)*'-& I'-// *'( T*+*
I'()-/ )' +%& I'()*' -&,,,* /*&+
T%& GSM ,)& :+% %*'(&+ *'( &)/&'+ ; % )'-)(&'+*,,
*, %*>& +%&) +%& + )/, ,*-&( )' +%& CDMA )&< *& :&)'')'
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+ ,& /& ,&& >& %*+ * &*,)& +&/&( * ')-%& *'(
/)'-,& (*+* -*)*& /*&+ : +%& &*+
A*+ / +%& +' --& +%& + CDMA &*+ %&
'&+ *& :*&( ' -(& ()>))' /,+),& *--& CDMAB< +%&
/)&*:,& %)' +%& ,:*, +*'(*( /:),& GSMB :*&(
'&+ +%*+ ,*'-%&( &'&*, *-&+ *() &>)-& GPRSB &>)-&
(*+* -''&-+)>)+ )' ,*+ +%&& &*< %* +%& >&'( )&(. G,:*,
/:),& S,)& A-)*+)' GSAB ' :&,)&>& +%*+ &>&' +%%
I'()* ),, )/*), &/*)' * >)-& +*)-;,&( /*&+ )' '&@+ +;+%&&
&*< +%& (*+* +*)- -/'&'+ ),, : 25;30 & -&'+< *'
+)/)/ +%*+ )+ +)' + /*& GSM &*+ &&, * &,,.
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T*E CDMA C*ALLENGE
CDMA ,*& %*( ,*'-%&( +%&) &>)-& )+% CDMA 2000 1;:*&(
'&+< %)-% -*' )>& %);&&(< *,*;' -''&-+)>)+ + +%&
I'+&'&+< *'( +%& (*+* &>)-&. GSM &*+< ' +%& +%& %*'(& %*( + /)*+& / +%& +*+)' &@&)&'-& #AP )&,&
*,)-*+)' +-,B + GPRS< %)-% %* '+ )'))-*'+, )/>&( +%&
:-):& &@&)&'-& )' +%& N&+ '/ /:),&.
T%& + :* GSA< *' *')*+)' -/))' N)*< S)&/&',+)'B *'( ,&*>& GPRS :&%)'( * * (&*/ '& .
O', A)+&,< V(*'&< PL M:),& *'( I(&* C&,,,* %*( ,*'-%&( GPRS& * &&( *'( 54 :< :+ +%& *-+*, &&( %*>& '+
&@-&&(&( 14;18 :< * /*? &*' % GPRS +% %* :&&'
,. A **)'+ +%& ++*, GSM -&,,,* :*& 5.61 -&< +%& -'+
%* :&+&&' 2*),*:,& * + % /*' &
+%&& (*+* &>)-&< +%& )& ) :&,)&>&( + :& &&-+*:,& * *
&-&'+*& *+) CDMA.
13
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Barti is al#ost tere
+ )+< +%& EDGE %*+) C&,,,* ) -,& + -//&-)*,, ,*'-%)'
)+ EDGE &>)-& )' D&,%) *'( M/:*) : &'( M* &*, "'&&'( N)*. V(*'& *'(
PL *& &+ + %,( +%& +)*,. T%& + -/*')& ,( &>&'+*,,
/)*+& + EDGE< :+ &%* *+& &&)' +%& &'& + %*+)
&>)-&.
EDGE %,( +%& /)& (&,)>&)' (*+* &&( *'( 170;180
: * **)'+ +%& +%&&+)-*, &&( *'( 380 :B %)-%< )
*-%)&>&(< /)& +%& ,*'-% /*' (*+* *,)-*+)'. T%& -*,*:,&
-+ /)*+)' / GPRS + EDGE ) '+ + %)% *'( /*)',
-/)& +*& *(& )' -*& * /(&' '&+ -% *
%*+) *'( !+-%< -,*)/&( -%*)/*' GSA I'()* -%*+& R*&%
M*,).
.ill GSM #aintain its eastart,
A+ +%& GSM E>,+)' F/ %&,( )' N& D&,%)< GSA &)(&'+ A,*'
!*((&' &()-+&( +%*+ GSM +% ),, * ++) CDMA * *
%*&')' ,:*,,. !& &,+ I'()* -,( %*>& * /*' * 200 /),,)'
GSM :-):& : 2007;2008< / ')'& /),,)' )' D&-&/:&
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2004. A--()' + GSA< +%&& *& >& 1.1 :),,)' GSM :-):&
,()(& * **)'+ 250 /),,)' CDMA -+/&. T%& &>&'& +
25 ,:*, &*+ / (*+* *>&*& 18 & -&'+ *'( 22 +%&&
&*+ ' GSM '&+. O>&*,,< +%&& *& 76 &*+ )' 50
-'+)& +%*+ %*>& -//)++&( + (&, EDGE.
A,/+ &>& -'+ %* * GSM;:*&( '&+ *'( &>&' +%& US
&*+< %)-% &*+&( ' ';(&'-+ TDMA +&-%',< &&
/)*+)' *(*,, + GSM< '+ CDMA< )'+&( + !*((&' *+ +%& GSM
E>,+)' F/. T%& F/ ) * ,:*, GSA */ + *)+ +%&
&*+ &>,+)' + +%)( &'&*+)' 3GB +&-%',)&. P&,&
*& )' +%&) %'& /-% /& +%*' >)-&. F)+&&' '&+
%*>& -//&-)*,, ,*'-%&( EDGE * )+ -*' ' 3G ,)& &>)-& )' +%&
&@)+)' &-+/ +%& &*+ )+%+ '&&()' * 3G ,)-&'&. E>&'
+%& /)*+)' + * ,,;,&(&( 3G ,&>&, #)(&:*'( CDMA #CDMAB
),, :& /+% )+% EDGE)(&( : GSM '&+ )' *,/+
200 -'+)& ) * & +%*+ CDMA (&'+ )>& . #& '
& +%*+ *,/+ 20;25 & -&'+ +%& &>&'& /& GSM
&*+ -/& / */)' -+/&
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A,&*(< 81 &*+ %*>& ,*'-%&( 77 CDMA 2000 1 '&+
%&&* ')'& %*>& ,*'-%&( &>)-& :*&( ' 1@EV;DO ,*+/
*- A)*< +%& A/&)-* *'( E&. A+ ,&*+< 16 '& 1 *'( )@
1@EV;DO '&+ *& -%&(,&( + :& (&,&( )' 2004< *--()' +
CDMA D&>&,/&'+ G. EV;DO *'( EV;DV *& +%& '&@+ ,&>&,
&>,+)' ' +%& CDMA 2000 1 ,*+/< -**:,& (&,)>&)'
&>)-& -/**:,& + 3G #CDMA.
.ere are te #oels,
#%*+ ),, /*++& * ,+ )' +%) * ),, :& +%& *>*),*:),)+ EDGE
-/,)*'+ %*'(&+ *+ *(*:,& *+&. #%),& +%& + CDMA &*+
%*>& :&&' )>)' + %*'(&+ +%*+ -*' )>& %);&&( (*+* +*'&&' '< GPRS %*'(&+ %*>&
'+ :&-/& -//',*-& *'( GPRS &*+& ) '( ', )' /)( *'(
%)%;&'( &/&'+ %*'(&+.
En su# ga#e
#%&' +%& '&+ (&, EDGE< :-):& -*' &@&-+ +%& (&,)>&
*(>*'-&( /:),& &>)-& -% * &* (',*()' >)(& *'(
/)- -,)< ,, /,+)/&()* /&*)'< :&)(& %)%;&&( I'+&'&+
*'( &;/*), *--&< >)(&( +%&) %*'(&+ + *,, +%).
+ +%& &*, -'-%& ),, :& +%& /)*+)' *+ * ,*+& +*& + 3G
+&-%',)& -% * #CDMA< EV;DO EV;DA * *'( %&' +%&
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>&'/&'+ (&-)(& %*+ + ( )+% +%& 3G ,)-&'-&. #CDMA
&@*/,& /)& (&,)>& * %&'/&'*, 2 /&*:+& & &-'(
/:B< &)>*,&'+ + %*+ * ,&*&( ,)'& )' /*' /)((,& ,&>&,
-*+& )>&.
M& )/+*'+,< #CDMA ),, *' * %,& '& *'& ,, /+)'
*();>)(& *,)-*+)'< )'-,()' >)(& +&,&%'. GSM ,:: /*
-'+)'& + &/*)' ' % >& +%& +& +%&) +&-%',)& >&
+%*+ :+&( : +%& A/&)-*' )/ $*,-// *'( M+,*< :+
I'()*' /*&+ -,( &,, +% *' )'+&&+)' -&'*) +%*+ )'(+
&@&+ ),, ( &,, + *+-%. I' +%& -/)' /'+%< R&,)*'-& ,*' +
& )+ CDMA :-):& /-% /& +%*' %*+ GSM ,*& )'+&'(
+ (&,)>& +%% +%&) EDGE +%&) :-):&.
#% --&&( )' +%) :*++,& /:),& -+/& &&:*,, ) /+
())-,+ + &()-+. A K&* *'( "**' /* '+ :& *)+)' + %*&' )'
I'()*< :+ I'()* ),, :*:, :& /& ,)& +%& C%)'&& /*&+ )+% :+%
+*'(*( -;&@)+)'. F '< GSM ,&
17
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INTRODUCTION
Airtel /Barti Airtel Lt01
%*+) A)+&, L)/)+&( * )'-*+&( ' ", 7< 1995 /+)'
)'>&+/&'+ )' +&,&-//')-*+)' &>)-&. I+ :)()*)& &*+&
+&,&-/ &>)-& *- I'()*. %*+) A)+&, ) I'()* ,&*()' )>*+&
&-+ >)(& +&,&-//')-*+)' &>)-& :*&( ' * +'
-+/& :*& -')+)' 50 /),,)' ++*, -+/&< %)-%
-'+)++&< 44.6 /),,)' /:),& *'( 5.4 /),,)' )@&( ,)'& -+/&< *
M*-% 31< 2007.
A)+&, -/& + / %*+) A)+&, L)/)+&( ; * *+ +%& :)&+
)>*+& )'+&*+&( +&,&-/ -',/&*+&< %*+) E'+&)&. %*+)
>)(& * *'& +&,&-/ &>)-&< %)-% )'-,(& C&,,,*< *)-)-& >)(&< )+% * +)'+ )' 23 +*+& ->&)' *,, /&+
*'( /& +%*' 50 /),,)' *+))&( -+/&.
SER+ICES
Airtel Prepaid
A)+&, P&*)(< +%& R&*( C&,,,* C*( / A)+&, -/& + /
%*+) E'+&)&< I'()* ,&*()' )'+&*+&( +&,&-/ &>)-& >)(&.
G)' /:),& )+% A)+&, P&*)( ) * '& * ,)&. #)+% * %+
&*+ &*+&< *, )/,& + &< A)+&, P&*)( /*& &>&+%)' +%*+
(&*/+ *'( :&,)&>&(< ):,&.
Total Cost Control
Y -*' -'+, A)+&, P&*)( ,)& '&>& :&&. N /& &'+*,
(&)+ )/, &-%*& * /-% * '&&( + / * , *
R. 10< + * %)% * R. 10
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/& *)' (&)+ %*>)' * /)')// :*,*'-& )' *--'+ +
/*& *' STDISD -*,,. !*,&;&& -*,, *& %&& + +*
Strong Net"or4 Co&erage
E'? -/,&+& -,*)+ %&' -*,,)' )+% A)+&, ,(;-,* +&-%',
*'( ':&**:,& '&+ ->&*& +%*+ *' >& 23 -)-,& *-
+%& -'+.
Instant Balan)e an +aliit5 En6uir5
Y *--'+ :*,*'-& ) (*+&( ' +%& -&&' %*'(&+ *+ +%&
&'( &*-% -%*&*:,& -*,,. Y -*' *, -*,, 123 / /:),&
%'& *'( ,)+&' + +%& >)-& *'''-&/&'+ )/, ()*, Q123)-&. C%& +%& A)+&,
P&*)( R&-%*& C' +%*+ )%+ < / * >*)&+ +*),
/*(& &-%*& -' )+% ()&&'+ (&'/)'*+)'< %)-% *&
*>*),*:,& *+ * '/:& +,&+ *- -)+. S)/, ,, +%&
-&(& /&'+)'&( :&,< + &-%*& %'&.
20
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2repai Roa#ing
A)+&, P&*)( -/& &*-+)>*+&( )+% N*+)'*, R*/)'< +*
-''&-+&( ' /*++& %&&>& *&. Y -*' *, &'( &-&)>&
MMS< -%&- &/*), *'( *--& +%& GPRS &>)-& %),& */)'
)' I'()* * ,( )' ' -)+. #%),& +*>&,)' *:*( -*'
&-&)>& -*,, &'( &-&)>& SMS.
Oter Ser&i)es
A)+&, :)' < * )(& *'& S&>)-& +%*+ ),, -%*'& +%& *
-//')-*+&. T +%&/ *'( ()->& * %,& '& ,( ' *'(
&@-)+&/&'+.
Call #anage#ent Ser&i)es
C*,, *)+)'< -*,, %,(< -*,, ()>&+ *'( C*,,& L)'& I(&'+))-*+)'
P&&'+*+)' *,, )+% A)+&, &*)( -''&-+)'.
+oi)e Mail
#%&' %*'(&+ ) )+-%&( < & + : + *'& +%&
%'&< A)+&, V)-&/*), ),, *'& -*,, *'( &-( * /&*&.
T%& :&+ *+ ) +%*+ +%&& ' &@+* /'+%, -+ &++)'
V)-&/*), ; ?+ * +%& %'& -*,, %&' & +%& &>)-&.
21
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SMS /Sort Messaging Ser&i)e1
S&'( /&*& )-, *'( &*), )' +&@+< ) )+ + ') + +*,
('+ %*>& /-% +)/&. I+ +%& * + %*& +%& )'+&&+)' '&;
,)'&< )/+*'+ &/)'(& *'( ):;+)-,)' ?&< )+% *''&)-&. SMS SU NE#S +
3333 N&< SU "OKE "&< SU I )'& N&)-&.
F &.. * )' +'& + (',*( *>)+& )' +'&. Y -*'
*, -%& * >*)&+ -'+&'+ +)' ,)& L)>& C)-&+ C//&'+*)& R&>)& S+- M*&+
U(*+&.
Airtel Li&e8 SIM Ser&i)es A--& ,*( ' -'+&'+ *'( &@-)+)'
&>)-& ,)& -)-&+< +-< ' %'& *+ +%& +-% * &
:++' )+% A)+&, L)>& SIM :*&( S&>)-& ' SIM -*( /&'. T
(',*( '& &>)-& ' A)+&, SIM< -%& +%& #%*+ '&
+)' '(& +%& A)+&, &>)-& /&'.
Airtel Li&e8 SMS Ser&i)es7 Y -*' &'? * %+ &>)-& :
&'()' * &( * *' SMS + 56465 C%& A+, !-&)-& )'+-+)' + - *>)+& !&,, T'&. O'-& )')(&
+%& - &*+&< ?+ & )' +%& 10;())+ A)+&, /:),& '/:&
*'+ + - +%& !&,, T'& / *'( &+ +%& */& !&,, T'&
*)'&( + '/:&.
Gi!t a *ello Tune
F&+ )+)' -%-,*+&< ,& *'( &&+)' -*(. S* )+ )+% *
' )'+&*( G)+ * !&,, T'& + +%*+ &-)*, /&'&. "+ -*,, 55055
*'( -%& +%& ' +%*+ *'+ + )+. F,, +%& )/,& >)-&
)'+-+)' *'( & )' +%& 10;())+ A)+&, /:),& '/:& +%*+ *'+
+ )+ +%& !&,, T'& +. Y ),, &+ *' SMS '+))-*+)' '
--&, &-&)+ +%*+ )+.
Bu5 Musi) - Airtel Musi) Sops
)' *>)+& !&,, T'& R)' +'& ) * )/,& * &-%*)'
%'& )+% +*, +)/&. S)/, *, )'+ '&*&+ A)+&, S%
*'( *, + )+% *>)+& '. C%& / ,,( !)+ +
24
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I'() R&/)@&< !*( R- + G?*+) G*:*< %*?*' + "*< %*'*
&*+ + + +*)' T*/), !)+ / * ,)+ /& +%*' 18000 '.
Rea) us An5ti#e An5"ere
I' -*& '&&( *)+*'-&< ()*, 121 ; +,,;&& '/:&& * &&+.
25
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26
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Eas5 2a5#ent Options0 An5ti#e An5"ere
Y -*' -%& / * %+ -'>&')&'+ */&'+ +)' ', )+%
A)+&,. #*, )'+ *' A)+&, &,*+)'%) -&'+& *'( /*&
*/&'+ : -*% -&()+ -*(. D * -%&& *+ *' +%& (
:@& /*)' */&'+ )/, , ' + M A)+&, &-+)' *'(
* )'+*'+, +%% -&()+ -*(. Y -*' *, + &*
*/&'+ +)' ,)&
Staning Instru)tions
Y -*' )>& +*'()' )'+-+)' + (&:)+ -&()+ -*( *--'+
/'+%, A)+&, :),,. A,, %*>& + ( ) ),, +%& S+*'()'
I'+-+)' F/ *'( /*),< *@ )+ + ( )+ *' &,*+)'%)
-&'+&.
Ele)troni) Clearing S5ste#
F),, *' ECS / *'( /*),< *@ )+ + ( )+ *' &,*+)'%)
-&'+& + ()&-+, (&:)+ :*' *--'+ /'+%, A)+&, :),,.
2a5 "ile roa#ing
A)+&, %* )'+(-&( A'%&& */&'+ +%*+ & +%&
-'>&')&'-& /*)' */&'+ %),& */. #*, )' + *' A)+&,
R&,*+)'%) C&'+& )' +%& -'+< /*& */&'+ : -*% -&()+
-*( *'( &'? ')'+&+&( A)+&, S&>)-&.
27
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Creit li#it
Y &;&+ -&()+ ,)/)+ /&'+)'&( ' /'+%, :),, %&, &&
/:),& -%*& )' -'+,< && +*- *& *'( &'&
+%*+ /:),& %'& ) '+ /)&(. S%,( &@-&&( -&()+
,)/)+< ),, :& )'/&( >)* * >)-& * '';>)-& /&*& + /*&
*' )'+&)/ */&'+ *'( &(-& *--'+ :*,*'-& :&,
-&()+ ,)/)+. Y /* *, -%& + * *' *(()+)'*, &'(*:,&
(&)+ + &'%*'-& -&()+ ,)/)+ + -'>&')&'+ */&'+
/&+%( C&()+ C*( S+*'()' )'+-+)' .Y -*' *, /*& &
ECS *-),)+.
Strong Net"or4 Co&erage
E'? -/,&+& -,*)+ %&' -*,,)' )+% A)+&, .I+ & ,( -,*
+&-%', *'( ':&**:,& '&+ ->&*& +%*+ *' >& 23
-)-,& *- +%& -'+.
Long Distan)e Calling Fa)ilit5
C*,, ,' ()+*'-& -*,, )' I'()* *'( O>&&* )+% STD ISD *-),)+ '
A)+&, %'&.
.iest Roa#ing - National an International
A)+&, */)' &>)-& *,, + +* -''&-+&( *'( &
/:),& %'& + /*& &-&)>& -*,, / *,/+ *'%&& )' I'()*
*'( *, >& 160 -'+)&< *:*(.
28
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G2RS - Roa#ing
U& A)+&, P+*)( GPRS &>)-&< %),& */)'< + *--& +%&
)'+&'&+ *'( )-& /*), &. ,*-& &>)-&B< / *,/+
*'%&& )' I'()* *'( *:*(.
Sa5 it0 In #ore tan @ust "ors? "it Ser&i)es !ro# Airte,
A)+&, :)' * )(& *'& S&>)-& +%*+ ),, -%*'& +%& *
-//')-*+&. T +%&/ *'( ()->& * %,& '& ,( ' *'(
&@-)+&/&'+.
Call #anage#ent Ser&i)es
C*,, *)+)'< -*,, %,(< -*,, ()>&+ *'( C*,,& L)'& I(&'+))-*+)'
P&&'+*+)')-& / A)+&,. I' *-+< -*' &+ * -'&&'-&
&>&' %&' +%& +%& )>& *& )' * ,*'(,)'& %'&. T ' /&)-& *+ 121.
Misse )all alert
A /)&( -*,, *,&+ ) * SMS +%*+ ),, &-&)>& *,, +%& -*,, +%*+
/)&(. T%& SMS ),, (&+*), +%& CLI *'( +%& +)/& %&' +%& -*,, *
/*(&. T *-+)>*+&< ()*, Q135Q2 +%&' & +%& -*,, :++' *'( *)+
+%& &&+ + :& -/,&+&(.
29
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+oi)e Mail
#%&' %*'(&+ ) )+-%&( < & + : + *'& +%&
%'&< A)+&, V)-&/*), ),, *'& -*,, *'( &-( * /&*&.
T%& :&+ *+ ) +%*+ +%&& ' &@+* /'+%, -+ &++)'
V)-&/*), ; ?+ * +%& %'& -*,, %&' & +%& &>)-&.
SMS /Sort Messaging Ser&i)e1
S&'( /&*& )-, *'( &*),< )' +&@+< ) )+ + ') + +*,
('+ %*>& /-% +)/&. I+ +%& * + S%*& +%& )'+&&+)' '&;
,)'&< )/+*'+ &/)'(& *'( ):;+)-,)' ?&< )+% *''&)-&. F &.. * WR)' +'& + (',*( *>)+& )' +'&.
Y -*' *, -%& * >*)&+ -'+&'+ +)' ,)& L)>& C)-&+
C//&'+*< ,*+&+ N*+)'*, I'+&'*+)'*, N&< M>)& R&>)&
S+- M*&+ U(*+&.
Airtel Li&e8 SIM Ser&i)es A--& ,*( ' -'+&'+ *'( &@-)+)'
&>)-& ,)& -)-&+< +-< ' %'& *+ +%& +-% * &
:++' )+% A)+&, L)>& SIM :*&( S&>)-& ' SIM -*( /&'. T
(',*( '& &>)-& ' A)+&, SIM< -%& +%& #%*+ '&
+)' '(& +%& A)+&, &>)-& /&'.
31
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Airtel Li&e8 SMS Ser&i)es7 Y -*' &'? * %+ &>)-& :
&'()' * &( * *' SMS + 56465 C%& A+,
!-&< C)-&+< ,,( !,,( I'() P R)' +'&. I'
-*& '&&( *)+*'-& SMS W!&, + 56465.
G2RS /General 2a)4et Raio Ser&i)es1
L ' + +%& )'+&'&+< )+% GPRS +%*+ *,, (*+* +*'/))' *+ *
%)%& &&(. A--& &;/*), *'( )'+&'&+ *- A)+&, *';I'()*
&&'-& )' M:),& O)-& )+% %'& * %'& *'( ,*+
:+%.
Get te EDGE
& +%& )'+&'&+ ' /:),& %'& )+% A)+&, EDGE &>)-&.
E'? ,)>& TV< &'%*'-&( #AP &@&)&'-& *'( A)+&, D*+* C*( '
%)% &&( '&+.
*ello Tunes
T)&( +%*+ :)' ,( W+)' +)' ' %'& #&,, ' %&' *
)&'( -*,,< -*' /*& +%&/ >& + +%& %++&+ '& +*-
:')' +%& /)- -%*+ )+% !&,, T'& / A)+&, Y &+ *
)(& -%)-& ' )' +%& P,* N& A)>*, -*+&)& +%*+ *&
(*+&( &,*,. #%*+ /&< -*' ()&-+, -*,, +%& '/:&
)'( /)-< &.. -*,, 678005 WE',)% N& *'( 678001
W!)'() N&. T%) ,( ()&-+, +*& + *>)+& *+)+ !&,,
T'& ,)+)'.
32
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Cop5 a *ello Tunes
L)& * +'& *'+< *,, %*>& + ( ) -*,, 55055 *'( ,, +%&
)/,& >)-& )'+-+)' + - *>)+& !&,, T'&. O'-&
)')(& +%& - &*+&< ?+ & )' +%& 10;())+ A)+&, /:),& '/:&
*'+ + - +%& !&,, T'& / *'( &+ +%& */& !&,, T'&
*)'&( + '/:&.
Gi!t a *ello Tunes
F&+ )+)' -%-,*+&< ,& *'( &&+)' -*(. S* )+ )+% *
' )'+&*( G)+ * !&,, T'& + +%*+ &-)*, /&'&. "+ -*,, 55055
*'( -%& +%& ' +%*+ *'+ + )+. F,, +%& )/,& >)-&
)'+-+)' *'( & )' +%& 10;())+ A)+&, /:),& '/:& +%*+ *'+
+ )+ +%& !&,, T'& +. Y ),, &+ *' SMS '+))-*+)' '
--&, &-&)+ +%*+ )+.
Bu5 Musi) - Airtel Musi) Sops
)' *>)+& !&,, T'& R)'+'& ) * )/,& *
&-%*)' %'& )+% +*,+)/&. S)/, *, )'+ '&*&+
A)+&, S% *'( *, + )+% *>)+& '. C%& /
,,( !)+ + I'() R&/)@&< !*( R- + G?*+) G*:*&' %),& */)'. QI' -*&
&/*),< /&'+)' /:),& '. ,)& 9:;((;
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TARIFF STRUCTURE
2repai Tari!!s
A)+&, P&*)( R&*( C&,,,* C*( *'( R&-%*& C*( *& *>*),*:,&& +%& -)+ *+ >& &+*), +,&+ )'-,()' 24;% +,&+. A)+&,
P&*)( R&*( C&,,,* C*( *'( R&-%*& C*( *& *>*),*:,&< *,, >&
+%& -)+ *+ >& &+*), +,&+ )'-,()' 24;% +,&+.
35
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Airtel 2repai Regular
==9
SUK
2ulse Rate 60 &-
2ri)e o! 2a)4 /Rs01 R.449
Free Airti#e on 2a)4 /Rs01 N),
In)o#ing Calls /Rs01 F&& %),& )' %/& '&+
A)+&, GSM CDMA
10 D))+B
L*'(,)'& #LL
LOCAL RATES /Rs03#in1 R.1.20 R.2.00 R.2.40
STD RATES /Rs03#in1 R.2.75 R.2.75 R.2.75
ISD /Rs03#in1
USA< C*'*(*< E& F)@&(
L)'&B< A+*,)*< S)'*&*,< T&,*)-& R.B R. 3.00
Airtel One Stanar ;>(
ONE TIME C*ARGESA-+)>*+)' C%*& R 250M&/:&%) F&& R 250 C'>&+ )'+ &-)+
*+& 24 /'+%BS&-)+ D&)+ NA
MONT*L C*ARGES /FIED1 R. 150),, P,*' C%*& R. 51M'+%, R&'+*, R. 99C,) NAMONT*L C*ARGES /O2TIONAL1C,) R. 50)*< D)& G*-)*< N**,< T&,*< N,
I,*'(< S*%*,)'SMSL-*, R 1.50N*+)'*, R 2.00I'+&'+)'*, R. 5.00VAS R. 3.00
T%) ),, P,*' ) *, *>*),*:,& '(& A(>*'-& R&'+*, R. 900 2
&*.
L-*, P*-
A)+&, + +%& ,-*, /:),& '' A)+&,B A+ R 1 /)'
Montl5 rental Rs per #onts3-
STD 2a)4
38
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A)+&, + +%& /:),& '' A)+&,B )@&( ,)'& '. *+ R 2 /)'.
Montl5 rental Rs > per #ont3-
Spe)ial o!!er !or Airtel Telepone ser&i)e )usto#ers !or
a&ailing Airtel Mo%ile ser&i)es
I *,&*( %*>& A)+&, T&,&%'& &>)-&< -*' : * '&
A)+&, M:),& -''&-+)' '(& A)+&, O'& S+*'(*( 150 P,*'.
Bene!its7
N' &-)+ (&)+.
N /&/:&%) *-+)>*+)' &&
E'? -*,, + A)+&, )@&( ,)'& '. *+ ?+ 60 P /)'.
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%* :&&' *)>&( 1 &*.
F (&+*),< -*,, 516;12345
A&an)e Rental %ene!its /;5ear s)e#e1
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*+ & /'+%, &'+*, '& &*.
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/'+% +%& '&@+ 2 /'+%. A,, +%& +)' *'( -%*& *& * &
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39
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Airtel one Stanar *+)' C%*& R 250M&/:&%) F&& R 250 C'>&+ )'+ &-)+
*+& 24 /'+%BS&-)+ D&)+ NAMONT*L C*ARGES /FIED1 R. 249),, P,*' C%*& R. 150M'+%, R&'+*, R. 99C,) NAMONT*L C*ARGES /O2TIONAL1C,) R. 50
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CDMA 10
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#LL
LOCAL RATES R&. 1.00 R. 1.25 R. 1.25STD RATES50;200K/ R. 2.00 R. 2.40 R. 2.40200 500 K/ R. 2.00 R. 2.40 R. 2.40500 X K/ R. 2.00 R. 2.40 R. 2.40ISDUSA< C*'(*< E& F)@&( L)'&B*+)' C%*& R. 250
M&/:&%) F&& R. 250 C'-&+ )'+ &-)+(&)+ *+& 24 /'+%B
S&-)+ D&)+ NAMONT*L C*ARGES /FIED1 R. 150),, P,*' C%*& R. 51
Monthly Rental R. 99C,) NAC:*< S* T/& P)'-),&& /'+%. C/*' %* ,*'-%&( * ,*' +%*+ *,, &
+ +*& * &;*)( -''&-+)' )+% ,)&+)/& >*,)()+ * '& +)/&
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),, *, &+ ,, +*, +)/& +%& &-%*& -' +%& -%*& *'(
*, %*>& +%& +)' + : T*)*'&& /*'*-+&( )( /:),&
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:*&. O'-& * :-):& +*& +%) ,*'< %& ),, *,* :& *' A)+&,
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45
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MARKET SITUATION
At te ti#e o! laun)
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&&( *'( )-& -*%)'.
46
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COM2ETITI+E SITUATION
A)+&, ,*'-%&( )+ &>)-& :&& E* *'( )//&( +%& /*&+
)-)' +%& :, +%& %)% *& &/)/ -,)&'+. T%) )* >&
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47
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P>)()' F&&(:*- + +%& /*&+)' (&*+/&'+ &*()' +%&
&)&/&'+ +%& /*&+.
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= Auit
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C&,,,* P%'& ; ; ;P*& ; ;C'>&'+)'*,P%'&
;
M*&+ S&/&'+ T*&+&(
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TARGET MARKET SEGMENT
A)+&, %* +*&+&( +%& &/)/ *'( & /)((,& -,*. T%& *+)'*,&
:&%)'( )+ ) +%*+ ', +%& &/&'+ %,( :& +*&+&( % >*,&
+)/& *'( %*>& +%& *)' -**-)+. I+ I *, ,*'')' + +*&+ +%&
:)'& +)+ ()' +%&) +* )' +%& -*)+*,
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/*,, :)'&/&'. D)' +%& )'+(-+)' +*& +%&& * )'+&'&
&& + &+ -'/& *- + % )+% +%&) :*'(< :&-*&
&++)' +%&/ + )+-% :*'( ,*,+ ,*+& ,( :& %*(
S * A)+&, /*&+& %*>& :&&' -'-&'+*+)' ++*,, ' +%& :)'&
&@&-+)>& -,* :+ ' +%*+ +%& :*)- >)*:,& >,/& %* :&&B :),+
*'( )-& %*>& (&-,)'&( + * -&+*)' &@+&'+ +%& *& ,*'')' +
>&'+& +%& * )&,(.
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,)&+,& &>,+)' *'( * +*+ /:, T%& &/%*) ) + &/>&
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-//')-*+)' *'( ()>& %/& +%& )'+ +%*+ +%& -&,,%'& ) *-+*,,
* (*;+;(* +),)+
50
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2RODUCT 2OLIC AND 2LANNING
T%& (-+ &>)-& is +%& %&*+ +%& /*&+)' /)@. #)+%+ *
(-+ * &>)-& -+/& '&&( -*''+ :& *+))&(.
T%& :*)- (-+ /)& : A)+&, ) /:),)+. A)+&, /*)' /*&+)'
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+&/&'( *-&.
E&-+)>& (-+ &/&'+*+)' %* + :& -*)&( ' -'+)',
:&-*& :*)- &>)-& -*' :& *'( ),, :& -)&( *'( )' +)/& :&-/&
&@&-+&( -/'&'+ +%& (-+. A)+&, && + -* + +%)
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/*)' '& *-),)+)& *>*),*:,&. T%& (-+ ,)- *'( ,*'')'
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%'& /*&+ %* &*-%&( +%& /*+)+ +*&. S)'-&< +%& &/)/
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*'( /)((,&;/)((,& -,*. I' (& + ( A)+&, ) +)' + +)/)&
+%& )-& &/*'-& *-*& : &)' )+*:,& (-+ :'(,)'.
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+*& )+ &>)-&.B )+% &*'*:,& )-& )' (& + (&,)>&
/*@)// )-& &/*'-& + )+ -+/&. I' *(()+)'< )+ &
&& A)+)/& &>)-& *'( +%& -'-&)' + /*& +%& )-& *'(
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+% +%& (-+ /& *++*-+)>&. I+ %* *, &'&( * 24 %
-+/& &>)-&.
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+ *'& * -*,, /& &*' +%& -*,,& -*' ,&*>& /&*& )' +%&
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))B S%+ M&*& S&>)-&
T%& %+ /&*& &>)-& ) ,)& * +;* *&. I+ )>& *' +)'
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+ *'+%& -/+& *'( +%& I'+&'&+.
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52
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)')+)*, */'+. T%) ) * &, &>)-& &,& % +*>&, + D&,%)
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) I' *' +%& -)+ -'+< %&& * GSM '&+ ) *>*),*:,&)(&( &*-%
-)+
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AIRTELHS MARKETING ORIENTATION0
S)'-& +%) ) * %)%;)'>,>&/&'+ &@&')>& (-+< +%& &>)-&
>)(& %* + ,, +*& -*& +%& -+/&.
*B T%& +*& &'*, &'):),)+ + &+ +%& *'& *'
:,&/ *-&( : +%& -+/&
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&>&'+ +%&/
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&)-)&'+,.
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-+/&.
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+%& ,*+ 30 &-'( -'+.
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A)+&, &*,)& +%*+ *++*-+)' &,& I &* :+ -'>&+)' +%&/ )'+
,*, -+/& ) %*(< %&'-& &/%*) ) ' /*)'+*)')' * S/),)'
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2RICE AND 2RICING 2OLIC
AIRTEL %* &*,)&( +%*+ +%& I'()*' /*&+ ) )-& &')+)>&. T%&&&
)+ -*& +%& %* -/& )+% >*) )''>*+)>& +*) -%&/& +
+*& '&&( ()&&'+ -*+& -+/&; G&'&*,,< +%& -&,,,*
&>)-& *& /& &@&')>& +%*' +%& ,*'( ,)'& :*&( +&,&%'&
&>)-&. T%) ) (& + +%& &*' +%*+ +%& &*+)' -/*')& *&
&)&( + * * && + +%& >&'/&'+ )' *)+)/&.
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MARKETING STRATEGADO2TED B B*ARTI
%*+) %* &'+ * -')(&*:,& */'+ ' *(>&+))' )+ /:),&
%'& &>)-&< A)+&,. &)(& )'+ *(>&+))'< +%& -/*' %*( +
,*& ' %*()' *'( ) )' *'( *'( D&,%).
T%& :?&-+)>& :&%)'( (&)')' * /+)' -*/*)' +%& WA)+&,
&>)-& ) + /+& +%& :*'( **&'& *'( + :),( :*'(
&&&'-&.
I+ ) +)' + &+ * +%&/*+)- -*/*)' + :),( * +'& :*'(
&)+ A)+&,. S)'-& +%& -&,,,* %'& -*+& )+&, ) +
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(-+< )-& (&'+ *,) * *' &&-+)>& ()&&'+)*+. T%& )/*&
+%& &>)-& >)(& -'+ * &*+ (&*,. G)>&' +%& C&,, %'&
-*+&< )+ ) +%& '&+ &)-)&'- *'( +%& *,)+ &>)-& +%*+
:&-/& )/+*'+. #%*+ ' +%& :& ) ,)' *+ ) + &+ +%&
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*/&( +%& -)+< %*'()' + :-%& *:+ +%& -/*' *'( )+
&>)-& + *,, -'/&. A:+ 50&+)&/&'+ &'( &@-&&(&( R. 4 -&.
A +(* +%& **&'& ,&>&, I 60= '*)(&(. T%) )/,)& +%*+ )
+&'+)*, ',&(&*:,& -'/& *& *&( + '*/& * C&,,,*
%'& &>)-& >)(& +%*+ ) ' +%& + %)%& /)'( 60= +%&/
,( '*/& A)+&,. A *)(&( )+ ;) 100= : )>)' -,& *'( %)'+
&+-.B.
*'( +&'+% * (-+ +%& %&*,+% * :*'( ) /&*&( :
+%& &-&'+*& -& +%& :*'( ' +%& *:>& *)(&( *'( +%& '*)(&(
+&+. T%& )& % +%*+ A)+&, ) * %&*,+% *'( * +%)>)' :*'(.
E>& -/*' %* * *,< %)-% /)%+ -/)& * *,& +*&+ *'( *
*/& ,*' )+% (& &*( + I+ -/&+)+. A)+&, -*/*)'
+*+& ) (&)'&( &&)' )' /)'( )+ /*&+)' +*+&. T%& +'&< /&()/ *'( , -*+&)&. T%& )%+ %*'( )(&
% +%& &>&'& %*& &*'&( / +%& +%&& +& &.
A)+&,< &&)' )' /)'( +%& )/+*'-& +%& -+/& &+&'+)'*,& )+ %&*> & +%& /+ *'( -'+*'+, )'(,& )' &>)-&
)''>*+)'. +< )'-& %&*> & -/)& ', 15 ; 20= +%&
,*+)' +%& +%& &/&'+ -*''+ :& '&,&-+&(.
T%& ,*+)' %)-% %* ?+ &*,)&( +%& )/+*'-& -&,,,*
%'& %* + :& &( )'. I+ ) +%) &*' +%*+ +%& &>)-&
>)(& & * ,&+%* )'-&'+)>& *'( ()-'+. C'-&+ ,)&
+%& F&&(/ -'-&+ *& :&)' *')&( : A)+&, )' (& +
/+& *,&. T%& /&()* -%*''&, ) -%&' )+% &-'/ )' /)'(.
T%& +*&+ &/&'+ ) '+ >& -'-&+& :+< +%&& ) *' *++&/+ +
- ' +%& % -*' *(. T%& )'+ *(>&+)&/&'+ *'( %*()'
*& ,*-&( )' +%& +*+&)- *&* %)-% /+ ,)&, + -*+-% +%&
*++&'+)' +%& % '&&( * -&,,,* %'&. T%& (-+ /)&
%)-% /)%+ -+ ()&&'+ 1 %)%&B ) *' )/+*'+ >*)*:,& )'
(&+&/)')' +%& +*&+ *()&'-&.
&)(& +%)< +%& /+)'*, +*+&)& +%*+ A)+&, %* *(+&( *& .
)B P&,& % %*>& :&( A)+&, &>)-& %*>& :&&' +&*+&( +
&@-,)>& &/)& :,-:+& />)&. A)+&, %* +)&( )+%
L+%*'* + & -+/& :' /),& ' +%& G&/*' *),)'&
&&'+ ,)& */.
59
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))B T%&& %*>& :&&' &(-*+)'*, -*/*)'< )/*& -*/*)'< &
,*'-% *(>&+)&/&'+< ,*'-% *(>&+)&/&'+< -'*+,*+
*(>&+)&/&'+< /+)'*, *(>&+)&;/&'+< *++*-)'
*(>&+)&/&'+ *'( +*-+)-*, *(>&+)&/&'+.
60
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DISTRIBUTION
T%&; -/*' %& &*+)' *& -'-&'+*+&( )' *'( *'( D&,%).
I+ 27 F*'-%)&& *'( 15 D)+):+; T%& *, %*>& 8 )'+*'+ *--&
-*% -*( -'+&; E*-% *'-%)& ()+):+ -*' %*>& *'
'/:& (&*,& '(& %)/ * ,' * +%& &' )*>&( : +%&
A)+&, *+%)+. E*-% *'-%)& %* + )'>&+ R&& T&' L*%. +
:+*)' * *'-%)& *'( %,( &/, *' )-& &-)+&( : A)+&,.
T%) &' *-+ * *' ,)*)' :&+&&' +%& -/*' *'( +%&
*'-%)&. T%& *'-%)& -*' )+ *' '/:& (&*,& * ,' *
+%&) +&)+)& ( '+ >&,*. + '+'*+&, A)+&, %* '+ :&&'
>& --&, )' -'+,,)' +&)+)*, >&,* (&*,&. T%&
*'-%)& -*' -* + %) 1 %& ' /+)'*, +*+&. F +%)
+%&. -/*' -'+):+& 75= +%& /'& *'( +%& *'-%)&
61
C/*'
F*'-%)&& D)+):+
D&*,&D&*,&
C+/&
C+/&
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-'+):+& 25= +%& /'&. T%& (&*,& '(& +%& *'-%)&&
&-&)>& +%& */& -//))'. T%& *'-%)& *'( +%& (&*,& :+*)'
+%& &&(:*- / +%& -+/& *'( +%& *& &'+ +%% +%& ,)*)'
)-& ' * (*;+;(* :*) + A)+&,. T%& (&*,& %* + )'>&+ R&&.
O'& L*% * *' )')+)*, )'>&+/&'+. T%& (&*,& A)+&, *& '+ *,,&(
+ >)(& *' +%& &*+ &>)-&.
T*&+ &+ ()+):+ *'( +%& (&*,& ) 100 ;150 *-+)>*+)' &
/'+%. !&'-& +%& (&*,& -*' *, +%&) ' /+)' ,)&
:*''& *'( ()-'+ ' &+)>*, &+-. T%& (&*,& >)(& &>)-&
/+,. T%& -'/& ' >)()' +%& :),, -%*& +%&
%*'(&+ *'( &)(&'-& %* ', + *)+ *' % :&& &++)'
-''&-+&(. T%& +* +%& (&*,& *'( +%& *'-%)&& *& >)(&(
+*)')' : +%& A)+&, &''&,.
T%& -/,*)'+ &'-'+&&( : +%& *'-%)&& *'( (&*,& *& &)+%&
%*'(&+ :&)' '';'-+)'*, +%& SIM C*( '+ &++)' *-+)>*+&(.
A'+%)' /& -/,)-*+&( ) &&&( + +%& /*)' A)+&, )-& )' D&,%).
62
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.*AT DOES AIRTEL OFFER,
#)+% A)+&,< +%& :-):& ,('+ ?+ &+ * &'*, %'& +%*+ ,&+
%)/%& :& )' +-%< *,*< :+ *, &+ * %+ :&'&)+ +%*+ ,&+
%)/%& /*'*& %)%& +)/& ,)& '&>& :&&.
A' A)+&, :-):& ) >)(&( )+% * S:-):& I(&'+)+ M(,& C*(
SIM -*(B ; +%*+ ) +%& & + &*+)' %)%& -&,,,* %'&. !) -*(
*-+)>*+& A)+&, -&,,,* &>)-& *'( -'+*)' * -/,&+& /)-;
-/+& -%) )+% /&/ + &'*:,& '& + &'? '& -&,,,*
%'& +%%,. E*-% SIM -*( -'+*)' * PIN -(& P&'*, I(&'+)+
N/:&B %)-% /* :& &'+&&( : '&. "+ , SIM -*( )'+
-&,,,* %'&< &'+& +%& PIN -(& *'( )+ :&-/& &'*,
%'&.
2RODUCT LIFE CCLE
T%& *++&' -&,,%'& :-):& +% :&>&( &,&%&& )' +%&
,( &>&*, +%*+ +%& +% )' +%& /*&+ ) I')+)*,, , ,,&( :
* %* *--&,&*+)'< :+ * +%*+ %* '+ %*&'&( )' I'()*. A *
* +%& P(-+ L)& C-,& ) -'-&'&(. I'()*' *& *+ +%& :&)'')'
+%& /*+)+ +*&.
63
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Introu)tion Gro"t Maturit5
MARKETING OBECTI+ES
C&*+& (-+
**&'& *'( +)*,
M*@)/)& /*&+
%*&
M*@)/)& )+
%,& (&&'()'
/*&+ %*&
Strategies
2rou)t O& * :*)-
(-+
&>)-&.
O& >*,&
*((&( &>)-&
I'-&*& )'
'/:&
>*,& *((&(
&>)-&.
2ri)e C%*& -+;
,
P)-& +
&'&+*+&
/*&+
P)-& + /*+-%
:&+
-/&+)+
Distri%ution ),( &,&-+)>&
()+):+)'
),( I'+&')>&
()+):+)'.
),( /&
)'+&')>&
()+):+)'.
A&ertising ),( (-+
**&'&
*/' &*,
*(+& *'(
(&*,&.
),(
**&'& *'(
)'+&&+ )' +%&
/* /*&+
S+& :*'(
()&&'-& *'(
:&'&)+.
Sales U& %&*> *,& I'-&*& + I'-&*& +
64
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2ro#otion /+)' +
&'+)-& &,&
+ :-):&.
:),( *'(
/*)'+*)'
&,*+)'%)
)+% -+/&.
&'-*&
:*'(;
)+-%)'.
65
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66
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RESEARC* MET*ODOLOG
T%& /&+%(, *(+&( +%) ?&-+ ) &@,*+ )' '*+& )'-&
+%&& ) ' %+%&) +%*+ %* + :& +&+&(. T%& -'-,)' %*>&
:&&' (*' : &@,*+ &&*-% .
T%&& %*>& :&&' + -& )'/*+)' -,,&-+&(
*B P)/* S-&
I %*>& /&+ &+*),& +%& A)+&, +%& -/*' *'( %*>& :&&' *:,& +
&+ )+ %*'( )'/*+)' &*()' +%& (-+< )+ &*+& *'( +%&
:)' *++&' +%& (-+. T%&) )'+ %* :&&' >*,*:,&.
:B S&-'(* S-&
S&-'(* -& %* ,*&( * >)+*, ,& + ,* )' +%) &+. A (
*/'+ (*+* %* :&&' -,,&-+&( / >*) :,)%&( *+)-,& *'(
&+ '( )' /**)'& *'( ?'*,. A'+%& >)+*, -& %* :&&'
+%& I'+&'&+ *'( *+)-,*, +%& -/*')& ' &:)+&.
67
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LIMITATIONS
E>& *++&/+ ),, :& +*&' + :+*)' +%& & && *'( /&*')',
&,+ :+ * '+%)' )' +%) ,( ) 100= &&-+ I :&,)&>& +%*+ +%&&
),, +),, +%& -%*'-& & ' *--'+ ,,)' ,)/)+*+)';
1B R&'(&'+ '*>*),*:),)+.
2B T)/& && *'( *+)& ' +%& *+ &'(&'+ *'(
)'+&>)&&.
3B C+& :)*.
68
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FINDINGS
;0 Do 5ou %elie&e tat Inia is potentiall5 one o! te #ost
eJ)iting #o%ile ser&i)e pro&iers in te "orl,
Co#pan5 es NoAirtel = ;+oa!one = ;Iea 4 1MTNL 4 1
A *--()' + +%& *:>& +*:,& 16 80=B + +%& ++*, 20
)'+&>)&&( &,& )' *,, +%& *:>& &-))&( I'()*' /:),& &>)-&
>)(& *& :&,)& +%*+ I'()* ) +&'+)*,, '& +%& /+ &@-)+)'
/:),& &>)-& >)(& )' +%& ,(< %&&* /& 4 20=B +%&/
( '+ *&& + +%) >)&.
4
1
4
1
4
1
4
1
0 2 4 6 8 10 12 14 16 18
Yes
No
AirTel Vodafone Idea MTNL
69
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& +*:,& 15 75=B + +%& ++*, 20
)'+&>)&&( &,& )' *,, +%& *:>& &-))&( I'()*' /:),& &>)-&
>)(& )'( +%*+ +%& >&'/&'+ +&,&-/ ,)- %* %*( +%& /+
*()-*, )/*-+ ' +%& (&>&,/&'+ /:),& &>)-& >)(&)&&( &,& )' +%& /:),& &>)-& >)(& *& :&,)& +%*+
'& +%& -%*,,&'& *-)' /:),& &*+)' )' I'()* ) +%& ()>&)
+%& ->&*& &)'< %&&* )'+&&+)', *'+%& 10 50=B
+%&/ (&' +%).
0
0.5
1
1.5
2
2.5
3
Yes No
AirTel
Vodafone
Idea
MTNL
=0 To "at eJtent? oes 5ou !in tat #o%ile ser&i)e pro&iers
is a &er5 )o#pleJ stanar,
71
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Co#pan5 To so#e eJtent
/;->1
To great eJtent
/-;(1Airtel ' & +*:,& 10 50=B + +%& ++*, 20
)'+&>)&&( &,& )' *,, +%& *:>& /*? +%& /:),& &>)-&
>)(& )' I'()*' C&,,,* )'(+ )'( ', + /& &@+&'+ +%*+ GSM
) * >& -/,&@ +*'(*(< %&&* +%& *'+%& 10 50=B
&'(&'+ )'( + &*+ &@+&'+ +%*+ /:),& &>)-& >)(& ) * >&
-/,&@ +*'(*(.
0
0.5
1
1.5
2
2.5
3
To some extent To great extent
AirTel
Vodafone
Idea
MTNL
CONSUMER LE+EL
;0 Do 5ou %elie&e tat #o%ile ser&i)e pro&iers )o#es )lose to
!ul!illing te re6uire#ents !or a personal )o##uni)ation
s5ste#,
72
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Co#pan5 es NoAirtel 9 ;+oa!one : & % 30 75=B + ++*, 40 &'(&'+ *& +%&
:&,)& +%*+ /:),& &>)-& >)(& -/& -,& + ,),,)' +%&
&)&/&'+ * &'*, -//')-*+)' +&/< %&&* 10 25=B
+%&/ *& )' ' * + +%) :&,)&.
3
2
3
2
3
2
2
3
Yes
No
MTNL
Idea
Vodafone
AirTel
73
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)-& >)(& * +%& /+ &@-)+)' *'( *+))' /:),&
+*'(*(< %&&* +%& &/*)')' 8 10=B &'(&'+ (&' +%).
9
1
7
3
8
2
8
2
0 5 10 15 20 25 30 35
Yes
No
AirTel Vodafone Idea MTNL
74
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'0 Do 5ou %elie&e tat 5our ser&i)e pro&ier as a genuine
)o##it#ent to )reating a #oern an e!!i)ient
)o##uni)ations,
Co#pan5 es NoAirtel ;( --+oa!one : & % 36 90=B + ++*, 40 &'(&'+ *& +%&
:&,)& +%*+ +%&) &>)-& >)(& %*>& * &')'& -//)+/&'+ +
-&*+)' * /(&' *'( &)-)&'+ -//')-*+)' %&&* +%&
&/*)')' 4 10=B &'(&'+ (&' +%).
10
0
8
2
10
0
8
2
Yes
No
MTNL
Idea
Vodafone
AirTel
S.OT ANALSIS
75
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STRENGT*S
C+ *(>*'+*&
C&'+ ,&*(& )' *,)+ &>)-&
L*&+ ()+):+)' '&+
A:),)+ + -'+*'+, )''>*+&
!)%, ),,&( -&
E'+&&'&)*, &*,
A)+&, )'-&*&( &)+ *'( /*&+ -*.
.EAKNESSES
T >& -&():),)+
P)-& &&
N&&( G>&'/&'+ +
A*&'&
S*,& *'( M*&+)'
76
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O22ORTUNITIES
T +*)' *)' *'( -//)+/&'+
A)+&, /*&+ %*& )'-&*)' *+ +%& &>)-& >)(& &@&'&.
T% +')+ + )& )+ +.
A++*)' %)%& >*,& &>)-&
C,,*:*+)>& :)'& '&&( + :& &@,&(
V&+)-*, &&*+*:,& ,+)'.
L &'&+*+)' ,&>&, )' *, /*&+.
T*REATS
F&)' )'>&+/&'+
G,:*, +&'( />)' / GPS + #LL.
L*- ,:*, *)+ )' +&,&-/ +*)
O+%& -/&+)+)'
77
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CONCLUSION
F/ *:>& +%& (&+*), I -'-,(& +%*+ 70= A)+&, & &&&(
+ &/*)' )+% A)+&,. A, ( '. & % && ),,)' + )+-%
/ +%&) &&-+)>& :-):& %&( )'+&&+ )' A)+&,. !&'-&)-& ,)& +%& ( + ( &>)-&
%)-% ) ()*, +%& A)+&, -+/& -*& *'( ,( ,)& + &'(
/&'& ,& +%& A)+&, -/*' (&,)>& +%& ,& + +%&
&' -'-&'&(. A, A)+&, ) >)()' && +&@+ /&*)' &>)-&
*'( && >)-& /*), &>)-&. C*,, -'&&'-)' ) *, *'+%& &*+&
A)+&, >)(&.
78
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UESTIONNAIRE
NAME7
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OCCU2ATION7
;0 Do 5ou %elie&e tat Inia is potentiall5 one o! te #ost
eJ)iting #o%ile ser&i)e pro&iers in te "orl,
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=0 To "at eJtent? oes 5ou !in tat #o%ile ser&i)e pro&iers
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CONSUMER LE+EL
;0 Do 5ou %elie&e tat #o%ile ser&i)e pro&iers )o#es )lose to
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BIBLIOGRA2*
&'*( ". T. M*,,)'(&. S&-))-*+)' M&+%(, A,)&( + +%& GSM
S+&/. I' EUROCON 88< "'& 2005.
S&%*() M%*' *'( R*>) "*)'. T U& L-*+)' S+*+&)&
P&'*, C//')-*+)' S&>)-&. IEEE Personal Communications.
11B< 1994.
M& R*%'&/*. O>&>)& +%
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