Current Scenario

• Mobile subscriber base grew by 48%

in 2008 (http://wirelessfederation.com/news)
• GSM players constitute 75% of
market (BS, April 2009)
• Airtel is market leader with 23.2%
market share (HT, June 05, 2009)
•
 Growth of Industry
• the Indian mobile service is expected to
grow at a compounded annual rate of
18%
• exceed 700 million subscription base by
2012 (Gartner Inc.)
• mobile penetration to increase by 38%
by 2011 (www.reuters.com)
• ARPU will fall to $59.5 from $82 by
2011 (The Financial Express, July 19, 2007)
• Telephone subscribers in India
increased from 509.03 mn at the end
of Sept. 2009 to 562.16 mn at the end
of Dec. 2009 – teledensity 47.88% (BS,
April 07, 2010)
 Objectives
• to understand various factors that
are affecting the buying pattern of
consumer of mobile service
provider
• to understand the usage behavior of
consumer of various mobile
services provided by mobile service
providers
• to understand various growth drivers
that can be used by mobile service
providers for growth of the
 Research Methodology
• Research Design
– exploratory
• Sampling Procedure
– Random Sampling (New Delhi,
Mumbai, Bengaluru, Pune, Raipur,
Nagpur)
• Data Collection
• Questionnaire Design
– Combination of open and close ended
for suggestions, needs and ratings
 Questionnaire and Research
Findings
1. Listing the name of mobile service


providers
 Questionnaire and Research
Findings
 2. Description of mobile service provider
consumers
B ar 5:
C o n su m e rs
kn o w a b o u t
e ve ry se rvice
p ro vid e rs,
th e ir o ffe rs
a n d w h a t th e y
a re b u yin g
 Questionnaire and Research
Findings
 3. Importance of various parameters while
buying a sim
 Questionnaire and Research
Findings
 4. Money spend on mobile recharge per
month
 Questionnaire and Research
Findings
 5. Time spend per hour talking on
mobile phone
 Questionnaire and Research
Findings
6. Rating on the basis of number of calls


made to different individuals on weekly

basis
 Questionnaire and Research
Findings
7. Rating for time preference for a call made by


individuals on weekly basis

 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
 8. Topic or Subject of discussion for a
call
 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
 9. Parameters on which duration of
call depends
 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
10. Subject of SMS

 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
11. Individuals to whom SMSs are send

 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
12. Is the phone used GPRS enabled

 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
13. Do customers use GPRS in GPRS


enabled phone
 Q u e stio n n a ire a n d R e se a rch
Fi n d in g s
14. Amount of data downloaded per


week Fig.
 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
15. Purpose of using GPRS

 Q u e stio n n a ire a n d R e se a rch
Fin d in g s
16. Plans of GPRS used

 Recommendations
• Plans for Roaming
• Advertisements related to buying sim
• More efforts should be taken to increase
Minutes of Usage (MoU) to increase the
Average Revenue per Usage (ARPU)
• calls and SMSs are rarely been made for
family and relatives
• calls done from 1am to morning 7am are
done in very rare cases
• 60% of people use GPRS enabled phones
but are not using GPRS
• net downloads per week are less than 9 MB
•

 Conclusion
• Low tariff rates resulted in low ARPU
($8 compared to golbal $21)
• Lacks behind in Per minute Cellular
tariffs (2.5c per min)
• More emphasis should be given to
other VAS services
• Needs more detailed segmentation,
targeting, sub-strategy to increase
usage.