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Marketing Mix of Bharathi Airtel

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Submitted By yogi999
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) Company Overview
Bharti Airtel Limited (Bharti Airtel) is a provider of an integrated telecommunication service, based in India. The company is principally involved in the business of operating telecom services in the Indian Subcontinent. The company’s telecommunication business is broadly categorized into three service units namely, Mobile Services, Telemedia Services and Enterprise Services. The Mobile Service unit provides mobile and fixed wireless services using global system for mobile (GSM) communication technology across major telecom circles in the country. Bharti Airtel Telemedia provides broadband and landline telephone services in 95 cities and the Enterprise Service unit offers an end-to-end telecommunication solution to corporate and long distance services to carriers. The company is headquartered at New Delhi, India.
Top Competitors * Axiata Group Berhad * Samsung Electronics, India Software Operations Ltd. * Idea Cellular Limited * Idea Cellular Limited * Telstra Corporation Limited * Tata Communications Limited * Reliance Communications Limited * CCS Infotech Limited. * Tata Teleservices (Maharashtra) Limited * MTN Group Limited * Telekom Malaysia Berhad * Reliance Communications Limited * Tech Mahindra Limited * Mahanagar Telephone Nigam Limited * Maxis Communications Berhad * Bharat Sanchar Nigam Ltd. * Tata Teleservices (Maharashtra) Limited

PRODUCT:


Airtel Pre-paid


Airtel Post-paid


Blackberry Wireless Handheld


Value Added Services (VAS)The different value added services provided by Airtel are-


Instant Balance Enquiry


24Hr recharge Facility


Caller line identification


Call divert, Call wait & Call Hold


Multimedia messaging service (MMS)


Airtel Live Portal


SMS based Information Service

 Hello Tunes & Ring Tones


Voice Mail Service


Easy Post-paid bill collection


Gifting of Ring Tones & Hello Tunes


GPRS


Business Solutions
II)

PRICE: y Customer based pricing strategies. y Flexible pricing mechanism y Controlled by TRAI.III) PLACE y It has wide and extensive presence even in the remotest areas y Airtel Customer Care Touch Points y Distributors likeE.g. Pan shops, grocery stores, chemists, outlet etc.IV) PROMOTION y Large scale print and video advertising. y Big celebrities like SRK and Sachem ,Saif and Kareena are roped in to endorse the product. y In 2002 Airtel got its Signature tune from A.R. Redman, this signature tune is the mostdownloaded tune in India. y Provides innovations such as Hollywood movie premiers, music services such as ring back tones & many more.V) PEOPLE y Bharti Airtel, our µMantra¶ for employee delight focuses on 5 Ps ± People,Pride, Passion, Processes and Performance.

Bharti Airtel has been recognized among the Best Employers in the Country for twosuccessive years ± being 14th in 2003 & jumping ahead of several other largeconglomerates to an enviable position of the 2nd Best Employer in the Country in 2004. y Dedicate and passionate workforce. y One of the best customer support. y Total Employs : 18,345 PROCESS y Process for services is very easy and customer can avail it very easily. y 121 is the customer support no. which can be dialed from anywhere in India.
VII)

PHYSICAL EVIDENCE Physical Evidence is the material part of a service.. So a consumer tends to rely on material cues.

Bharti Airtel appoints Nokia Siemens Networks to supply, manage 4G network in Maharashtra #MWC12
Barcelona, Spain / Delhi, India – February 29, 2012 Operator to launch TD-LTE services this year in India’s fastest growing telecom circle
Bharti Airtel, a leading operator in India, has selected Nokia Siemens Networks to build and operate its TD-LTE (time division duplex long term evolution) network in Maharashtra, one of the country’s largest telecom circles. TD-LTE is a 4G mobile broadband technology that delivers instant internet access and can support video streaming and high-definition video conferencing. The launch of commercial TD-LTE services later this year will offer Bharti Airtel subscribers in Maharashtra a much improved experience when using bandwidth-intensive applications, with more consistent network coverage and faster response times (low latency).
Bharti Airtel will deploy its TD-LTE network in the 2.3 GHz frequency band allocated by the Indian government for broadband wireless access (BWA) technologies.
Sanjay Kapoor, CEO Bharti Airtel (India & South Asia) said, “In the next five years, data will be the main thrust in India, riding on the waves of 3G or 4G technologies. As per industry estimates, mobile data traffic in the country will increase nearly 100-fold by 2015 and consumers will stream nearly 600 hours of video content - every second, thus paving way for the ensuing data revolution! LTE provides ultra high speed data access, in conjunction with 3G, this will lead the data revolution and drive fundamental changes in individual lifestyles, businesses and the society at large. We look forward to the advent of 4G technology which will be launched in India at the same time, as the rest of the world.”
Being part of India’s large-scale 4G commercial rollout, Nokia Siemens Networks will deliver the TD-LTE network and end-user data devices that can provide data speeds of upto 100 megabits per second (Mbps) as specified by 3GPP. The company will use its newly introduced and industry’s first TD-LTE 6 pipes radio*. This integrated solution considerably reduces site space and the operator’s total cost of ownership per site compared to the traditional approach of using one remote radio head per sector. Nokia Siemens Networks is widely deploying this TD-LTE solution to commercial customers in Russia, Brazil and Saudi Arabia.
Nokia Siemens Networks’ NetAct operations support system will enable effective and consolidated monitoring, management and optimization of Bharti Airtel’s GSM and TD-LTE networks. Nokia Siemens Networks will provide network design, integration, commissioning and optimization services to the operator for rapid roll-out of the network and full set of care services including hardware, software and competence development services. It will use its Global Network Solutions Center at Noida, India that is already supporting TD-LTE networks globally, to remotely deliver services for improved efficiency and network performance.
“From networks to devices, Nokia Siemens Networks offers a full range of LTE solutions,” said Ashish Chowdhary, head of Customer Operations Asia and Middle East at Nokia Siemens Networks. “As Bharti Airtel’s long-standing partner, we are glad to be chosen for the launch of 4G services. With our expertise and focus on mobile broadband, we hope to assist the operator in taking mobile broadband experience to a completely new level for its customers.”
Nokia Siemens Networks was one of the first companies to successfully demonstrate TD-LTE on 2.3 GHz BWA spectrum in India using commercial hardware at its Bengaluru R&D facility in October 2010. The rapid strides in TD-LTE by India and China are helping drive its momentum, making it attractive for operators in other markets too. In India, where fixed broadband penetration is below 1%, operators are aiming to complement 3G with TD-LTE.
For more information on Nokia Siemens Networks’ mobile broadband capabilities, including a video overview, follow this link. To share your thoughts on the topic, join the discussion on Twitter using #MWC12, #LTE, #MBBFuture and #mobilebroadband.
About Bharti Airtel Limited
Bharti Airtel Limited is a leading integrated telecommunications company with operations in 19 countries across Asia and Africa. Headquartered in New Delhi, India the company ranks amongst the top 5 mobile service providers globally in terms of subscribers. In India, the company's product offerings include 2G & 3G mobile services, fixed line, high speed broadband through DSL, IPTV, DTH, enterprise services including national & international long distance services to carriers. In the rest of the geographies, it offers 2G & 3G mobile services. Bharti Airtel had over 244 million customers across its operations at the end of January 2012. To know more please visit, www.airtel.com
About Nokia Siemens Networks
Nokia Siemens Networks is the world’s specialist in mobile broadband. From the first ever call on GSM, to the first call on LTE, we operate at the forefront of each generation of mobile technology. Our global experts invent the new capabilities our customers need in their networks. We provide the world’s most efficient mobile networks, the intelligence to maximize the value of those networks, and the services to make it all work seamlessly.
With headquarters in Espoo, Finland, we operate in over 150 countries and had net sales of over 14 billion euros in 2011. http://www.nokiasiemensnetworks.com Bharti Airtel and Nokia Siemens Networks sign Memorandum of Understanding for a USD 900 Mn. end-to-end network expansion |

- Among the largest GSM expansion deals in India

- Largest Next Generation Network (NGN) deal in the country for 1.8 million subscriber lines for National Long Distance and International Long Distance Network making Nokia Siemens Networks the leading supplier of fixed line equipment to Airtel

- Major expansion of International Calling Card prepaid service adding 4.5 million new users capacity to Airtel network
Bharti Airtel Limited, India’s leading private telecom services provider and Nokia Siemens Networks today strengthened their partnership further by signing a Memorandum of Understanding for a USD 900 Mn. (approx.) expansion contract across Airtel’s mobile, fixed and Intelligent Network platforms. In the first multi platform network contract of its kind to be awarded in India, Nokia Siemens Networks will expand Airtel’s GSM network in eight circles; its National Long Distance and International Long Distance network with 1.8 million Next Generation Network (NGN) ports – the largest ever NGN contract in the country – and its International Calling Card prepaid service capacity by 4.5 million news users. The GSM and NGN expansions are planned over two years and the International calling cards expansion over three years.

The Memorandum of Understanding was signed between Mr. Manoj Kohli, President and CEO of Bharti Airtel and Mr. Simon Beresford Wylie, CEO of Nokia Siemens Networks.

Commenting on the partnership, Mr. Manoj Kohli said, “Bharti Airtel is undertaking a massive expansion and integration exercise across its mobile and fixed networks to significantly augment its service delivery capacity. Today’s comprehensive network expansion contract is a reflection of this vision. Nokia Siemens Networks with its industry leading product portfolio and strong services capabilities is the strategic partner for Bharti Airtel to deliver on its vision of world class telecom services to its customers.”

“We are honored to be awarded this first of its kind end to end network expansion contract by Bharti Airtel. Nokia Siemens Networks has been a strong partner in Bharti Airtel’s growth and this contract establishes us as the leading integrated partner across their networks,” said Simon Beresford-Wylie. “Nokia Siemens Networks has the experience and expertise in delivering integrated solutions and services and will enable Bharti Airtel to tap new market opportunities driven by convergence, optimize network performance and costs and continue to grow market share,” he added.

The two year GSM expansion will cover the eight existing circles of Mumbai, Maharashtra & Goa, Gujarat, Madhya Pradesh & Chattisgarh, Bihar & Jharkhand, Orissa, Kolkata and West Bengal where Nokia Siemens Networks already provides equipment and Managed Services. The expansion will enable Airtel to rapidly expand its geographical footprint to rural India and increase its overall network capacity.

The contract includes network planning, implementation and project management, handling of local logistics and materials as well as system integration for the base station sites.

Nokia Siemens Networks has one of the world’s largest services networks with more than 20,000 dedicated professionals and outstanding execution capability. The network will be continued to be supported by the multitechnology, multivendor NetAct(TM) network and service management system. Nokia Siemens Networks will deploy the latest state of art GSM equipment such as Flexi Edge and Ultrasite BTS, BSC3i, 3GPP-based mobile softswitching solution including 3G capable MSC Servers and Media Gateways, and transmission network including PDH & SDH.

For the two year Fixed Network expansion, Nokia Siemens Networks will deploy 1.8 million Next Generation Networks ports across Airtel’s National Long Distance and International Long Distance. The largest NGN expansion exercise in the country will allow Airtel to consolidate its position as a leading fixed line operator covering Class 4 – Long Distance National and International Switches. Nokia Siemens Networks will deploy its complete IP trunking solution with SURPASS hiE 9200 softswitches, SURPASS hiG 1200 media gateways and SURPASS hiR 200 media servers. For optimized support of international traffic, some of the components will be deployed in other countries.

The three year International Calling Cards services expansion will see Airtel more than quadruple its capacity and adequately address its calling card business expansion to tap more international markets. The calling card prepaid service will be supported by Nokia Siemens Networks’ flexible IN@vantage platform for intelligent services. It also allows Bharti to increase network traffic and related revenues by addressing specific market segments and user expectations with dedicated communication solutions.

Both Nokia and Siemens have been associated with building Airtel’s mobile and fixed networks. The previous major deal for GSM expansion that was signed last year between Nokia and Bharti was valued at $ 400m.

About Bharti Airtel
Bharti Airtel Limited, a group company of Bharti Enterprises, is one of India’s leading private sector providers of telecommunications services with an aggregate of 42.68 million customers as of end of May 31‘07, consisting of 40.74 million mobile customers. Bharti Airtel has been rated among 10 best performing companies in the world in the BusinessWeek IT 100 list 2006.
Bharti Airtel is structured into three strategic business units - Mobile services, Broadband & Telephone (B&T) services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The B&T business provides broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel’s high-speed optic fibre network currently spans over 40,000 kms covering all the major cities in the country. The company has two international landing stations in Chennai that connects two submarine cable systems - i2i to Singapore and SEA-ME-WE-4 to Europe. For more information, visit www.bhartiairtel.in

About Nokia Siemens Networks
Nokia Siemens Networks is a leading global enabler of communications services. The company provides a complete, well-balanced product portfolio of mobile and fixed network infrastructure solutions and addresses the growing demand for services with 20,000 service professionals worldwide. The combined pro-forma net sales of €17.1 billion Euro in fiscal year 2006 make Nokia Siemens Networks one of the largest telecommunications infrastructure companies. Nokia Siemens Networks has operations in some 150 countries and is headquartered in Espoo, Finland. It combines Nokia’s Networks Business Group and the carrier related businesses of Siemens Communications. www.nokiasiemensnetworks.com In India, Nokia Siemens Networks is the largest telecommunications equipment vendor* and the leader in managed services. A leading supplier to all the major GSM operators in the country, Nokia Siemens Networks serves its customers with a best-in-class portfolio, a strong presence in the growing services market, a powerful global R&D team, and a huge global installed base. Nokia Siemens Networks' operations in India include Sales & Marketing, Research & Development, Manufacturing and Global Networks Operations Centre. Headquartered at Gurgaon, the company has presence in over 170 locations across the country.
*as reported by Voice & Data Top 100 survey |

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