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CUSTOMER SATISFACTION SURVEY ON RELIANCE COMMUNICATION

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					              PROJECT REPORT
                  ON
CUSTOMER SATISFACTIO N SURVEY ON RELIANCE
COMMUNICATION




SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF
 BACHELOR OF BUSINESS ADMINISTRATION (BBA)
TRINITY INSTITUTE OF PROFESSIONAL
STUDIES,DWARKA , NEW DELHI




UNDER THE GUIDANCE OF:         SUBMITTED BY:
MANDEEP KAUR                   SAURABH KAUSHIK

                    ENROLLMENT NO-06724001709.
                        BBA 5th semister
                         SESSION: 2009-2012
         T O W H O M S O E VE R I T M A Y C O N CE RN


This is to certify that the project work title           “CUSTOMER
SATISFACTION                  SURVEY           ON         RELIANCE
COMMUNICATION”by SAURABH KAUSHIK is an authentic
work carried out by him under my guidance and supervision in
the   Bachelor       of    Business   Administration   from   TRINITY
INSTITUTE       OF        PROFESSIONAL    STUDIES,     DWARKA.    The
report submitted has been founded satisfactory for the partial
fulfillment of the degree of B.B.A




-------------------------

MANDEEP KAUR
(PROJECT SUPERVISOR)
                             S T U D E N T DE CL A R AT I O N
I hereby certify that the project report entitled “CUSTOMER
SATISFACTION                                SURVEY                      ON         RELIANCE
COMMUNICATION”                           Submitted            in   partial   fulfilment    of   the
requirement            for      the     award         degree       of   Bachelor   in     Business
Administration to TRINITY INST ITUTE OF PROFESSIONAL
STUDIES,NEW DELHI is m y original work and not submitted or
the award of any other degree, diploma, fellowship, or any other
s i m i l a r t i t l e o r p r i z e s a n yw h e r e e l s e .




SAURABH KAUSHIK
ENROLLMENT NO.
06724001709
                  A C K NO W L E D G E ME NT

I would like to take an opportunity to thank all t he people who

helped me in collecting necessary information and making of the

report. I am grateful to all of them for their time, energy and

wisdom.

Getting a project ready requires the work and effort of many
people. I would like all those who have contr ibuted in completing
this project. First of all, I would like to send my sincere thanks
to   MRS.   MANDEEP      KAUR    for   his   helpful   hand   in   the
completion of my project.




SAURABH KAUSHIK
BBA –5th semister
                                           P R E FA CE

The telecom industry is one of the fastes t 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.
History of India n Telecommunications 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
m e r g e d w i t h t h e p o s t a l s ys t e m . I n d i a n R a d i o T e l e g r a p h C o m p a n y
(IRT) was formed in 1923. After independence in 1947, all the
foreign telecommunication companies were nationalized to form
the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communicat ions. 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 telecommunications sector began to
flow      in     1980s        when       the      private       sector       was       allowed         in
telecommunications                   equipment             manufacturing.               In       1985,
Department of Telecommunications (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 go vernment-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 gener al
o p e n i n g u p o f t h e e c o n o m y. A l s o , e x a m p l e s o f t e l e c o m r e v o l u t i o n
in many other countries, which resulted in better quality of
service and lower tariffs, led Indian policy makers to initiate a
change         process      finally       resulting        in    opening         up    of    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 Authorit y of India (TRAI) was created. TRAI
was formed to act as a regulator to facilitate the growth of the
telecom sector. New National Telecom Policy was adopted in
1 9 9 9 a n d c e l l u l a r s e r v i c e s w e r e a l s o l a u n c h e d i n t h e s a m e ye a r .
Telecommunication sector in India can be divided into two
segments: Fixed Service Provider (FSPs), and Cellular Services.
Fixed 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 per cent of
revenues         from       basic       ser vices.        Private        sector        services        are
presently available in selective urban areas, and collectively
account for less than 5 per cent of subscriptions. However,
private services focus on the business/corporate sector, and offer
reliable, high - end services, such as leased lines, ISDN, closed
user group and videoconferencing.
                                E XE C UT I VE S UM M A R Y


Cellular services can be further divided into two categories:
G l o b a l S ys t e m f o r M o b i l e C o m m u n i c a t i o n s ( G S M ) a n d C o d e
Division Multiple Access (CDMA). The GSM sector is dominated
b y Airtel, Vodfone -Hutch, and Idea Cellular, while the CDMA
sector is dominated b y Reliance and Tata Indicom. Opening up of
international and domestic long distance telephony services are
t h e m a j o r g r o w t h d r i v e r s f o r c e l l u l a r i n d u s t r y. C e l l u l a r o p e r a t o r s
get substantial revenue from these services, and compensate them
for reduction in tariffs on airtime, which along with rental was
the main source of revenue. The reduction in tariffs for airtime,
national long distance, international lo ng distance, and handset
prices has driven demand.
Indian Telecom sector, like any other industrial sector in the
c o u n t r y,    has       gone        through          many          phases         of      growth          and
d i v e r s i f i c a t i o n . S t a r t i n g f r o m t e l e g r a p h i c a n d t e l e p h o n i c s ys t e m s
in the 19th century, the field of telephonic communication has
now expanded to make use of advanced technologies like GSM,
CDMA, and WLL to the great 3G Technology in mobile phones.
D a y b y d a y, b o t h t h e P u b l i c P l a ye r s a n d t h e P r i v a t e P l a ye r s a r e
putting          in     their        resources            and       eff orts        to      improve            the
telecommunication technology so as to give the maximum to their
customers
The Indian telecom sector can be broadly classified into Fixed
L i n e T e l e p h o n ya n d m o b i l e t e l e p h o n y. T h e m a j o r p l a ye r s o f t h e
telecom sector are experiencing a fier ce competition in both the
s e g m e n t s . T h e m a j o r p l a ye r s l i k e B S N L , M T N L , V S N L i n t h e
fixed line and Airtel, Hutch, Idea, Tata, Reliance in the mobile
segment are coming up with new tariffs and discount schemes to
g a i n t h e c o m p e t i t i v e a d v a n t a g e . T h e P u b l i c P l a ye r s a n d t h e
P r i v a t e P l a ye r s s h a r e t h e f i x e d l i n e a n d t h e m o b i l e s e g m e n t s .
C u r r e n t l y t h e P u b l i c P l a ye r s h a v e m o r e t h a n 6 0 % o f t h e m a r k e t
share
Market shares of public and Private Players
Both 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 mobile technology is soon going to enter
the Indian telecom market. The GSM, CDMA, WLL service
providers are all upgrading themsel ves to provide 3G mobile
services.
Along with improvement 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        p o p u l a r i t y.
Radio       services         have       also      been       incorporated             in    the     mobile
h a n d s e t s , a l o n g w i t h o t h e r a p p l i c a t i o n s l i k e h i g h s t o r a g e m e m o r y,
m u l t i m e d i a a p p l i c a t i o n s , m u l t i m e d i a g a m e s , M P 3 P l a ye r s , v i d e o
generators, Camera's, etc. The value added services provided by
the mobile service operators contribute more than 10% of the
total revenue
     TABLE OF CONTENTS


     Contents                                                                                                         Page No.

1.     Introduction to the Industry ......................................... 1-14

2.     Introduction to the Company ...................................... 15-47

3.     Research Methodology ............................................... 48-51

a.          Title

b.          Objectives

c.          Scope of the Study

d.          Significance of the Study

e.          Research Design

f.          Sampling Methodology

g.          Limitations

4.     Facts & Findings ...................................................... 52-58

5.     D a t a A n a l ys i s a n d I n t e r p r e t a t i o n . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 9 - 7 0

6.     Conclusion .............................................................. 71-73

7.     Recommendations ..................................................... 74-75

8.     Bibliography ........................................................... 76-77

9.     Annexure ................................................................. 78-80

           a. Questionnaire ........................................................ 79
    CHAPTER - 1




PROFILE OF THE COMPANY




           1
I NT RO D UC T I O N T O T H E I N DU S T R Y


The leading cellular service providers h ave the following
number of subscribers:




Bharti Airtel has the largest customer base with 31% market
share, followed by Hutch and BSNL with each holding 22%
market share.
The 2008 budget has brought further relief to the customers with
the reduction in the tariffs, both local and long distance, and with
slashing down the roaming rentals. This is likely to lead to even
more people going for cellular services and more and more use of
the value added services. However, landline telephony is likely to
remain popular, too, in the foreseeable future. MTNL, the largest
landline   service   provider,   has   recently   taken   some   bold
initiatives to retain its market share and, if possible, expand it.
The cellular phone industry is one of India's rapidly growing
industries. Since the industry came into being in the mid 1990s,
its average per annum growth rate has been a phenomenal 85
percent. By the end of 2008, the Indian cellular phone industry



                                  2
had over 10 million subscribers. The industry has undergone a
n u m b e r o f c h a n g e s o v e r t h e ye a r s . T h e N a t i o n a l T e l e c o m P o l i c y
1999 was an important landmark in the development of the
cellular telecom industry in India; the tariff rationalization and
policy regulation introduced in the Policy helped the industry
g r o w a t t h e p a c e i t d i d . T h e ye a r s 2 0 0 7 a n d 2 0 0 8 s a w a n i n c r e a s e
in level of competition in the industry with more operators being
given licenses, and fixed line providers also entering the mobile
market.
In     2003,        Telecom          Regulatory            Authority           of        India    (TRAI)
announced regulati on of interconnect user charges to resolve
conflicts between cellular operators and fixed line operators.
K e yw o r d s C e l l u l a r p h o n e i n d u s t r y, 1 9 9 0 , p e r a n n u m , g r o w t h r a t e ,
p h e n o m e n a l , 8 5 p e r c e n t , 2 0 0 2 , I n d i a n c e l l u l a r p h o n e i n d u s t r y, 1 0
million,        subscribers,           National           Telecom         P o l i c y,    1999,      tariff
rationalization,             policy       regulation,           2001,       2002,          competition,
operators, mobile market, 2003, Telecom Regulatory Authority of
India,       TRAI,        interconnect            user       charges,         conflicts,         cellular
operators, fixed line operators
The cellular phone industry is one of India's rapidly growing
industries. Since the industry came into being in the mid 1990s,
its average per annum growth rate has been a phenomenal 85
percent. By the end of 2008, the Indian cellular phone industry
had over 10 million subscribers. The industry has undergone a
n u m b e r o f c h a n g e s o v e r t h e ye a r s .
The National Telecom Policy 1999 was an important landmark in
the development of the cellular telecom industry in India; the
tariff rationalization and policy regula tion introduced in the
P o l i c y h e l p e d t h e i n d u s t r y g r o w a t t h e p a c e i t d i d . T h e ye a r s 2 0 0 7
and 2008 saw an increase in level of competition in the industry
with      more       operators          being        given       licenses,          and     fixed       line
providers also entering the mobile market. I n 2007, Telecom
Regulatory Authority of India (TRAI) announced regulation of



                                                      3
interconnect user charges to resolve conflicts between cellular
operators and fixed line operators
Economic theory suggests that there is a positive correlation
between              infrastructure                and            economic              development.
Telecommunications                  is    one      of       the   most      important          t yp e s   of
infrastructure. Communication is said to be the life -blood of
e c o n o m i c a c t i v i t y. S ys t e m s o f c o m m u n i c a t i o n a s s u m e c r i t i c a l
importance when globalization and contraction of geographic
d i s t a n c e s h a v e b e c o m e t h e o r d e r o f t h e d a y.
International studies indicate that for every one percent increase
in the tale density (penetration rate of telecommunications) of a
c o u n t r y, t h e r e i s a c o r r e s p o n d i n g i n c r e a s e o f t h r e e p e r c e n t i n t h e
gross domestic product of the country...
The Indian telecommunications has been zooming up the growth
curve at a feverish pace, emerging as one of the key sectors
responsible for India's resurgent economic growth. India is set to
surpass US to become the second largest wireless network in the
world with a subscriber base of over 300 million by April,
according to the the Telecom Regulatory Authorit y of India
(Trai).       The      month        of    April         2008      will     see     India’       wireless
subscriber base that currently stands at 250.93 million surpassing
that of the US to become the second wireless network in the
world.
The      ye a r   2007       saw      India       achieving         significant          distinctions:
having the world's lowest call rates (2 -3 US cents), the fastest
growth in the number of subscribers (15.31 million in 4 months),
the fastest sale of million mobile phones (in a week), the world's
cheapest          mobile       handset         (US$         17.2)     and      the     world's        most
affordable colour phone (US$ 27.42) and largest sale of mobile
handsets (in the third quarter).
SEGMENT-WISE GROWTH
Wireless segment has emerged as the preferred mode of telephone
service by the consumers, reflected in the rising share of mobile
phone connections to total connections. The share of mobile


                                                        4
phones has increased from 71.69 per cent at the end o f March
2006 to 87.68 per cent at the end of May 2008. While total
mobile subscriber base was 277.92 million, wire line subscriber
base was 39.05 million.
C o n s e q u e n t l y, o v e r a l l t e l e - d e n s i t y h a s i n c r e a s e d t o 2 7 . 5 9 p e r c e n t
at the end of May 2008. India is likely to be second largest
mobile market in the BRIC nations, with 560 million mobile users
representing the next great growth curve for both mobile and
interactive          marketing            industries,           according           to     a    report        by
eMarketers.
A l s o , p r i v a t e s e c t o r h a s b e c o m e t h e d o m i n a n t p l a ye r i n t h e
i n d u s t r y. W h i l e p u b l i c s e c t o r c o m p a n i e s a d d e d 5 3 . 6 m i l l i o n
subscribers during 1998-2007, private companies have added a
whopping 133.58 million subscribers during the same period. The
dominance has been much more pronounced in the mobile market,
where private operators have added 124.68 million subscribers,
while        public         sector        operators           added         only         31.79        million
subscribers.
INVESTMENT
The      booming           domestic           telecom         market         has      been       attracting
accelerating amount of investment. Dur ing April 2000 to March
2008, cumulative FDI inflows into the Indian telecommunications
sector amounted to US$ 3.84 billion, accounting for 6.81 per cent
o f t h e t o t a l F D I i n f l o w s i n t o t h e c o u n t r y.
In fact, the surge in mobile services market is likely to see
investment           worth        about       US$       24     billion        by 2010,           going        by
industry estimates. This is understandable, when seen that the
number of mobile subscribers is estimated to increase to 600
m i l l i o n b y 2 0 1 2 , a c c o r d i n g t o S t a n d a r d C h a r t e r e d B a n k , i m p l yi n g
a mobile in the hands of every second person in the country
The Bharti Group, which operates in 23 circles, continues to be
t h e c o u n t r y' s l a r g e s t c e l l u l a r o p e r a t o r , w i t h 5 0 l a k h s u b s c r i b e r s .
BSNL, which operates in 22 circles, has a subscriber base of 37
lakh      subscribers.           Thus        BSNL           stands     second         largest        cellular


                                                        5
operator in terms of subscriber base at the end of the fiscal
ending March 31, 2007, displacing Vodafone from the second
position.
Vodafone, which operates in only eighteen circles, is the third
largest operator with a subscriber base of 32 lakh. Unlike fellow
public sector undertaking, MTNL, which operates in Mumbai and
D e l h i , B S N L h a s b e e n a v e r y a g g r e s s i v e p l a ye r i n t h e m a r k e t .
" C e l l u l a r o p e r a t o r s w h o e x p e c t e d B S N L t o g o t h e M T N L w a y,
were taken by surpri se and did not take effective steps to counter
i t , t i l l i t w a s t o o l a t e i n t h e d a y, " s a i d a t e l e c o m a n a l ys t .
B e l yi n g f e a r s o f a s l o w d o w n i n c e l l u l a r s u b s c r i b e r a c q u i s i t i o n s ,
the cell club has reported a 7.92% growth, the highest growth in
a n y m o n t h s o f a r , d u r i n g M a r c h 2 0 0 5 . Y e a r - o n - ye a r , t h e c e l l u l a r
subscriber base in the country has almost doubled in March 2005,
a n d i s e x p a n d i n g a t t h e r a t e o f 2 5 % p e r ye a r t h e r e a f t e r .
The cellular subscriber club expanded by 21.31 lakh last month.
This is much higher tha n 5.9 lakh subscribers added in February
2005 and 2.13 lakh in January 2005. Idea, which operates in
Seven circles, is the fourth largest operator with a subscriber
base of 17.80 lakh, higher than BPL's 11.31 lakh subscribers
across four circles. The subsc riber numbers per operator drop
sharply with the sixth largest operator, Spice Communications,
having a subscriber base of 9.40 lakh, followed by Reliance
Telecom's          8.9     lakh      subscribers.           MTNL          is    the     ninth      largest
operator, with a base of 8.32 lakh subscrib ers.
While the subscriber base -jumped by 3.38% to 44.39 lakh in the
metros, subscriber base of category A circles of Maharashtra,
Gujarat, Andhra Pradesh, Karnataka and Tamil Nadu jumped by
10.18 % to reach 43.64 lakh. Category B circles of Kerala,
P u n j a b , H a r ya n a , U t t a r P r a d e s h ( W e s t ) , U t t a r P r a d e s h ( E a s t ) ,
R a j a s t h a n , M a d h ya P r a d e s h a n d W e s t B e n g a l r e c o r d e d a j u m p o f
10.69%, with a total base of 33.74 lakh subscribers. Circle C has
reported 12.74 % growth with subscriber numbers jumping to 5.08
lakh.


                                                      6
Among the metros, while Mumbai added 1,63,180 subscribers,
higher than the 1,58,646 added by Delhi, the Capital's cellular
subscriber base of over 80 lakh is still higher than Mumbai's
66.89 lakh. While the cellular industry has been on roll for the
f i r s t t h r e e q u a r t e r s o f t h e p r e v i o u s f i n a n c i a l ye a r w i t h a n a v e r a g e
of 16.75 lakh monthly additions in the third quarter, the first two
months of 2007 had seen the growth slowing down.
With a population of around 1.1 billion growing at roughly 1.7
p e r c e n t a ye a r , I n d i a i s p o t e n t i a l l y o n e o f t h e m o s t e x c i t i n g G S M
m a r k e t s i n t h e w o r l d . A f t e r t w o r a t h e r d i f f i c u l t ye a r s , t h e p a s t 1 2
months have seen the region's promise beginning to come to
fruition.        Much         of     this      success         can      be      attributed          to     the
stabilisation of the licensing and regulatory environment.
India's          telecommunications                     have          undergone               a      steady
liberalisation since 1994 when the Indian government first sought
private investment in the sector. More significant liberalisation
followed in 1996 with the licensing of new local fixed line and
mobile service providers. However, it has been the government's
New Telecom Policy (1999) that has had the most radical impact
o n t h e d e v e l o p m e n t o f G S M s e r v i c e s . ' T h e p o l i c y' s m i s s i o n
statement          is    'affordable          communications                 for    al l,    there       is   a
genuine          commitment              to     creating          a    modern           and       efficient
communications                 infrastructure              that       takes        account         of      the
convergence of telecom, IT and media. In addition, the policy
places significant emphasis on greater competition for both fixed
and mobile services.'
Competition in the mobile sector has already had a visible impact
on prices with calls currently costing less than 9 cents per
minute. This means that service costs have fallen by 60 per cent
since the first GSM networks became live in 19 95. It also helps
explain why a recent Telecom Asia survey revealed that more
than 70 per cent of Indian mobile subscribers felt that prices
were now at a reasonable level.



                                                       7
One of the challenges facing GSM operators in India is the
diversity of the coverage regions -from remote rural regions to
some of the most densely populated metropolitan areas in the
world. India has more than 40 networks, which cover the seven
largest cities, over 7000 towns and several Lacs Delhis. Such
depth of coverage has required enormous investment from India's
operators. It is estimated that more than Rs200 billion had been
invested in India's GSM industry b y m id -2000, a figure that is set
to be supplemented by a further Rs. 300 billion over the next five
years.
The good news is that subscriber growth is beginning to look
h e a l t h y.   With      India's       low     PC       penetration         and      high      average
Internet usage -at 14-20 hours a month per user it is comparable
to the US -the market for mobile data and m -commerce looks
extremely promising. WAP servi ces have already been launched
in the subcontinent and the first GPRS networks are in the
process of being rolled out. In the year ahead, GSM India will
work with its members to realise the potential of early packet
services in anticipation of the award of 3GSM licences.
INDIA FASTEST GROWIN G GSM MART
India is expected to have 145 million GSM (global system for
mobile communications) customers by 2007 -08 compared to 26
million subscribers as on March 2005, according to the Global
Mobile Suppliers Associatio n. "For GSM, India is a success
s t o r y. I t i s o n e o f t h e f a s t e s t g r o w i n g m a r k e t s w i t h i t s s u b s c r i b e r
base doubling in 2005. At this pace, the target of 150 million
subscribers by 2007 -2008 is definitely achievable," Alan Hadden,
president of GSA, said at a news conference in New Delhi.
G l o b a l l y, t h e G S M m a r k e t r e a c h e d 1 b i l l i o n u s e r s i n F e b r u a r y
2005, he said, adding GSM accounted for 80 per cent of the new
subscriber growth in 2005."Almost every Latin American operator
has chosen GSM. In North America GSM g rowth is bigger than
CDMA (code division multiple access)," he said. Commenting on
the raging debate over GSM versus CDMA in mobile services


                                                      8
arena, Hadden said: "GSM is the world's most successful mobile
standard with over 1 billion users, and is an open m obile
standard. It also supports automatic international roaming, which
is a major contributor to business plans."
INDIA’S GSM MOBILE FIRMS’ REVENUE UP 30 PCT
India’s        private         telecoms         firms        offering         GSM -based             mobile
s e r v i c e s r e p o r t e d a 2 4 p e r c e n t r i s e i n r e v e n u e i n t h e ye a r t o
March 2007 but said future growth rates could slow because of
heavy tax es on the nascent industry. Although India’s mobile
sector is the world’s fastest growing major wireless market, it is
amongst the highest taxed industries in the country. Mobile
carriers pay as much as 25 percent of their revenue as licence
fee, spectrum charges and other taxes. The Cellular Operators
Association of In dia (COAI) said revenue for fiscal 2003/04
stood at 83.08 billion rupees ($1.86 billion) compared with 64
billion rupees a year earlier. According to T.V. Ramachandran,
director general at COAI, “These revenue growth rates cannot be
maintained unless there is a concerted effort by the government
to cut excessive levies and allow sharing of infrastruct ure”
“But the potential to do much better exists as there is still huge
demand in the sector.” Ramachandran said the sector was still
losing money but declined to elaborate. Sales jumped because of
a     doubling            of      the       GSM            (Global         S ys t e m       of      Mobile
Communications)                  user       base       as      more        people         entered          the
flourishing market thanks to one of the lowest call rates in the
world. But the monthly average revenue per user, a key measure
o f p r o f i t a b i l i t y, d e c l i n e d 1 7 . 4 p e r c e n t t o 4 3 2 r u p e e s i n t h e f o u r t h
quarter compared with 523 rupees in the first quarter due to a cut
in tariffs and excessive competition among companies.                                               Growth
slowing, demand untapped: The association has not included the
financial performance and the GSM -user base of state-run firms
Bharat        Sanchar          Nigam         Ltd,      the     second-ranked               player,        and
Mahanagar Telephone Nigam Ltd, Ramachandran said. There are



                                                       9
150 million GSM customers and more than 96 million users of the
r i v a l C D M A - b a s e d m o b i l e s e r v i c e s i n t h e c o u n t r y.
The pace of growth in monthly additions is slowing after just
1.25 million users took up the service in April compared with 1.9
m i l l i o n i n t h e p r e v i o u s m o n t h a n d 1 . 6 3 m i l l i o n i n F e b r u a r y.
Ramachandran blamed the slowdown on a majority of small GSM
operators being unable to expand networks into rura l swathes
where demand remained largely untapped.
“Our      surpluses          are     not     enough        to     cover       costs      of     network
expansion and financing charges on loans. We are making money
only to cover operating expenses,” he said. Carriers are now
subsidising handset costs t o woo users into the underpenetrated
industry forecast to have more than 250 million customers by
2007. Roughly three percent of Indians own a mobile phone
compared with about 20 percent in China. About a dozen firms
such      as    Bharti       Airtel       Ltd, 28 percent               o wned        by Singapore
Telecommunications,                  Reliance         Infocomm           Ltd     and      the     Indian
GSM-unit of Vodafone group battle in the hotly competitive
sector.
GSM operators are not the only ones who are worried about the
r a p i d s t r i d e s m a d e b y C D M A m o b i l e p l a ye r s R e l i a n c e I n f o c o m m
and Tata Indicom in the Indian cellular market?
The      GSM        suppliers         –    both      handset        and      equipment           -   who
incidentally also have their other foot firmly placed in the CDMA
pie, are beginning to lose some sleep over what was earlier
termed as `niche’ an d `minuscule’ data carriage market by the
operators
Apart from the strong success of the two CDMA operators whose
networks are based on code division multiple access (CDMA), the
miserable showing of the four global standard for mobile (GSM)
based       networks         that      launched          general       packet        radio      service
( G P R S ) s e r v i c e f o r d a t a c o n n e c t i v i t y i n l a s t t h r e e ye a r s , h a s t h e
vendors worried. Global mobile Suppliers Association (GSA) now
believes that even though India will primarily remain a voice


                                                    10
traffic-led         market        in    next      two-three          years,      the     data      traffic
component will grow by 25 -30 per cent, an optimism that it’s
t r yi n g t o m a k e G S M o p e r a t o r s f e e l a s w e l l .
THE CDMA CHALLENGE
C D M A p l a ye r s h a d l a u n c h e d t h e i r s e r v i c e s w i t h C D M A 2 0 0 0 1 X -
b a s e d n e t w o r k s , w h i c h c a n g i v e h i - s p e e d , a l w a ys - o n c o n n e c t i v i t y
to the Internet, and other data services. GSM operators, on the
other hand, have had to migrate from the frustrating experience
of WAP (wireless application protocol) to GPRS, which has not
significantly improved the subscrib er’s experience of surfing the
Net on/from mobile.
The      top     brass       of    GSA,        an     organisation           comprising            Nokia,
Siemens, Ericsson, Alcatel and Lucent Technologies - met on
Tuesday in the capital to persuade the operators to adopt EDGE
(Enhanced Data rates for GSM Evolution) and leave GPRS behind
as a dream gone sour.
Only      Airtel,       Vodafone,           BPL       Mobile         and      Idea      Cellular        had
launched GPRS, but the data transfer speeds of GPRS have been
a b ys m a l . T h e f i e l d t r i a l s g a v e a s p e e d o f a r o u n d 5 4 k b p s , b u t t h e
actual speeds have not exceeded 14 -18 kbps, a major reason why
GPRS growth has been so slow. As against the total GSM cellular
base of 5.61 crore, the country has between 2,80,000 lakh GPRS
u s e r s o n l y. I n c o m p a r i s o n , t h e t w o C D M A o p e r a t o r s h a v e a b o u t
120 lakh connecti ons. All these sets are data compliant. Though
no figures are available as to how many use these for data
services, the figure is believed to be respectable as a percentage
ratio for CDMA.
But first, the EDGE! Bharti Cellular is close to commercially
launching its EDGE service in Delhi and Mumbai by end May or
early June, sources said. The company was the first to conduct
field trials in November with its equipment supplier Ericsson.
I d e a t o o h e l d E D G E f i e l d t r i a l s i n F e b r u a r y t h i s ye a r w i t h i t s
vendor Nokia. Vodafone and BPL are yet to hold the trials. The



                                                     11
two companies would eventually migrate to EDGE, but perhaps
after seeing the response to Bharti’s service.
EDGE holds the promise of delivering data speeds of around 170 -
180 kbps (as against the theoret ical speed of around 380 kbps)
which,        if     achieved,        promises          the     launch        of     many         data
applications. The scalable cost of migrating from GPRS to EDGE
is not too high and mainly comprises software upgrades in case of
a modern network such as Bharti and Hutch, claimed chairman of
GSA India chapter Rakesh Malik.
Will GSM maintain its headstart?
At the GSM Evolution Forum held in New Delhi, GSA president
Alan Hadden predicted that GSM growth will far outstrip CDMA
a s w a s h a p p e n i n g g l o b a l l y. H e f e l t I n d i a c o u l d h a v e a s m a n y a s
200 million GSM subscribers by 2007 -2008, up from nine million
in December 2004. According to GSA, there are over 1.1 billion
GSM       subscribers          worldwide          as    against       250      million        CDMA
customers. The revenue of top 25 global operators from data
averages        18    per     cent     and      22     of   these      operators        run       GSM
networks. Overall, there are 76 operators in 50 countries that
have committed to deploy EDGE.
Almost every country has a GSM -based network and even those
U S o p e r a t o r s , w h i c h o p e r a t e d o n n o w - d e f u n c t T D M A t e c h n o l o g y,
were migrating gradually to GSM, not CDMA, pointed out Hadden
at the GSM Evolution Forum. The Forum is a global GSA program
to assist the operators for evolution to third generation (3G)
technologies. “People are using their phones for much more than
voice. Fifteen networks have commercially launched EDGE as it
can     run    3G     like     services in           the    existing spectrum               for    the
operators without needing a 3G license. Even the migration to a
full-fledged 3G level of Wideband CDMA (WCDMA) will be
smooth with EDGE,” said Hadden.
 “Besides, the automatic roaming provided by GSM networks in
a l m o s t 2 0 0 c o u n t r i e s i s a p o w e r t h a t C D M A d o e s n ’ t g i v e yo u . W e
know for sure that almost 20 -25 per cent of the revenue for some


                                                  12
GSM operators comes from roaming custome rs,” he added. But
CDMA is no pushover with Korea and Philippines as the shining
jewels in its crown. The first CDMA 2000 1X was commercially
d e p l o ye d i n O c t o b e r 2 0 0 0 .
A l r e a d y, 8 1 o p e r a t o r s h a v e l a u n c h e d 7 7 C D M A 2 0 0 0 1 X n e t w o r k s
whereas nine have launched services based on 1xEV -DO platform
across Asia, the Americas and Europe. At least, 16 new 1X and
s i x 1 x E V - D O n e t w o r k s a r e s c h e d u l e d t o b e d e p l o ye d i n 2 0 0 4 ,
according to CDMA Development Group. EV -DO and EV-DV are
the next level of evolution on the CDMA 20 00 1X platform,
capable of delivering services comparable to 3G WCDMA.
Where are the models?
What will matter a lot in this war will be the availability of
EDGE compliant handsets at affordable rates. While the two
CDMA operators have been giving out ha ndsets that can give hi -
speed data transfer, same has not been the case with GSM. Even
now, GPRS handsets have not become commonplace and GPRS
feature is found only in mid and high -end segment handsets.
End sum game
When the networks deploy EDGE, subscr ibers can expect the
delivery of advanced mobile services such as easy downloading
of video and music clips, full multimedia messaging, besides
high-speed Internet and e -mail access, provided their handset
supports all this.
But the real cruncher will be the migration at a later stage to 3G
technologies such as WCDMA, EV -DO or EV-DA as and when the
government decides what to do with the 3G licences. WCDMA for
e x a m p l e p r o m i s e s d e l i v e r y o f a p h e n o m e n a l 2 m e g a b yt e s p e r
second (mbps), equivalent to what a leas ed line in many middle
level corporates gives.
M o r e i m p o r t a n t l y, W C D M A w i l l s p a w n a w h o l e n e w r a n g e o f f u l l
m o t i o n a u d i o - v i d e o a p p l i c a t i o n s , i n c l u d i n g v i d e o t e l e p h o n y. G S M
lobby may continue to remain gung ho over the future of their
technologies over that boosted by the American firms Qualcomm


                                                      13
and Motorola, but Indian market could well throw an interesting
scenario that industry ex perts will do well to watch. In the
coming months, Reliance plans to offer its CDMA subscribers
m u c h m o r e t h a n w h a t G S M p l a ye r s i n t e n d t o d e l i v e r t h r o u g h t h e i r
EDGE for their subscribers.
Who succeeds in this battle for mobile customer’s eyeballs is
most difficult to predict. A Korea and Japan may not be waiting
to happen in India, but India will probabl y be more like the
Chinese market with both standards co -existing. For now, GSM
rules!
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.
History of Indian Telecommunications started in 1851 when the
first operational land lines were laid by the government near
Calcutta        (seat     of     British       power).        Telephone          s ervices       were
introduced in India in 1881. In 1883 telephone services were
m e r g e d w i t h t h e p o s t a l s ys t e m . I n d i a n R a d i o T e l e g r a p h C o m p a n y
(IRT) was formed in 1923. After independence in 1947, all the
foreign telecommunication companies were nationalized to f orm
the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications. 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 telecommunications sector began to
flow      in    1980s        when       the      private       sector       was      allowed         in
telecommunications                  equipment             manufacturing.               In      1985,
Department of Telecommunications (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


                                                  14
telecommunications and Mahanagar Telephone Nigam Limited
(MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general
o p e n i n g u p o f t h e e c o n o m y. A l s o , e x a m p l e s o f t e l e c o m r e v o l u t i o n
in many other countries, which resulted in better quality of
service and lower tariffs , led Indian policy makers to initiate a
change        process         finally        resulting         in     opening          up     of     telecom
services sector for the private sector. National Telecom Policy
(NTP) 1994 was the first attempt to give a comprehensive
roadmap for the Indian telecommunica tions sector. In 1997,
Telecom Regulatory Authorit y of India (TRAI) was created. TRAI
was formed to act as a regul
ator to facilitate the growth of the telecom sector. New National
Telecom Policy was adopted in 1999 and cellular services were
a l s o l a u n c h e d i n t h e s a m e ye a r .
Telecommunication sector in India can be divided into two
segments: Fixed Service Provider (FSPs), and Cellular Services.
Fixed 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 per cent of
revenues          from        basic       services.          Private         sector         services         are
presently available in selective urban areas, and collectively
account for less than 5 per cent of subscriptions. Ho wever,
private services focus on the business/corporate sector, and offer
reliable, high - end services, such as leased lines, ISDN, closed
user group and videoconferencing.
Cellular services can be further divided into two categories:
G l o b a l S ys t e m f o r M o b i l e C o m m u n i c a t i o n s ( G S M ) a n d C o d e
Division Multiple Access (CDMA). The GSM sector is dominated
b y Airtel, Vodfone -Hutch, and Idea Cellular, while the CDMA
sector is dominated b y Reliance and Tata Indicom. Opening up of
international and domestic long dist ance telephony services are
t h e m a j o r g r o w t h d r i v e r s f o r c e l l u l a r i n d u s t r y. C e l l u l a r o p e r a t o r s
get substantial revenue from these services, and compensate them
for reduction in tariffs on airtime, which along with rental was
the main source of revenue. The reduction in tariffs for airtime,


                                                       15
national long distance, international long distance, and handset
prices has driven demand.
Indian Telecom sector, like any other industrial sector in the
c o u n t r y,    has       gone        through          many         phases          of      growth          and
d i v e r s i f i c a t i o n . S t a r t i n g f r o m t e l e g r a p h i c a n d t e l e p h o n i c s ys t e m s
in the 19th century, the field of telephonic communication has
now expanded to make use of advanced technologies like GSM,
CDMA, and WLL to the great 3G Technology in mobile phones.
D a y b y d a y, b o t h t h e P u b l i c P l a ye r s a n d t h e P r i v a t e P l a ye r s a r e
putting          in     their        resources            and       efforts         to      improve            the
telecommunication technology so as to give the maximum to their
customers
The Indian telecom sector can be broadly classified into Fixed
L i n e T e l e p h o n ya n d m o b i l e t e l e p h o n y. T h e m a j o r p l a ye r s o f t h e
telecom sector are experiencing a fierce competition in both the
s e g m e n t s . T h e m a j o r p l a ye r s l i k e B S N L , M T N L , V S N L i n t h e
fixed line and Airtel, Hutch, Idea, Tata, Reliance in the mobile
segment are coming up with new t ariffs and discount schemes to
g a i n t h e c o m p e t i t i v e a d v a n t a g e . T h e P u b l i c P l a ye r s a n d t h e
P r i v a t e P l a ye r s s h a r e t h e f i x e d l i n e a n d t h e m o b i l e s e g m e n t s .
C u r r e n t l y t h e P u b l i c P l a ye r s h a v e m o r e t h a n 6 0 % o f t h e m a r k e t
share
We tend to think of branding as a mo dern day phenomenon.
C e r t a i n l y, d u r i n g t h e l a t e 1 9 9 0 s a n d t h e e a r l y 2 0 0 0 s , b r a n d i n g
emerged as a significant area of emphasis not only for companies
and their products, but also for municipalities, universities, other
non-profit organizations and even ind ividuals.                                       Branding became
ubiquitous.            Many of us also know that Proctor & Gamble and
other consumer product companies began branding their products
in earnest in the mid -to-late 1800s. But more interesting to me is
how far back in time branding goes. F or instance, companies that
sold      patented          medicines            and       tobacco         began         branding           their
products as early as the early 1800s. Around the same time, some
fraternities and sororities branded their pledges (literally) during
initiation rites as a form of identi fication and bonding, a practice




                                                        16
that has long since been identified as hazing and therefore
a b a n d o n e d . B u t t h a t i s s t i l l r e c e n t h i s t o r y - - r e l a t i v e l y.
Between the 1600s and 1800s, criminals were branded (again
l i t e r a l l y) a s a f o r m o f p u n i s h m e n t a n d i d e n t i f i c a t i o n .             For
instance, in England, they branded an S on a person's cheek,
while in France, they branded a fleur de lis on the shoulder.                                            As
repugnant as it may be to us today, slaves were also branded
roughly during the same time period to connote owner ship.                                                In
the     1200s,         England          required          bread        makers,          goldsmiths       and
silversmiths to put their marks on goods, primarily to insure
honesty in measurement.                          In the Medieval times, printers also
used marks as did paper makers (watermarks) and various other
craft guilds.
But branding goes back even further.                                   As far back as 1300 BC,
potter's marks were used on pottery and porcelain in China,
Greece, Rome and India.                           Branding of cattle and livestock go
back as far as 2000 BC. And archaeologists have found evidenc e
o f a d v e r t i s i n g a m o n g B a b yl o n i a n s d a t i n g b a c k t o 3 0 0 0 B C .           So,
h o w f a r b a c k d o e s b r a n d i n g g o ? A t l e a s t 5 0 0 0 ye a r s .
W h a t i s m o r e i n t e r e s t i n g t o m e a r e u n d e r l yi n g n e e d s f r o m w h i c h
branding originated: to insure honesty, provide quality assurance,
identify         source         or      ownership,            hold        producers            responsible,
differentiate, as a form of identification and to create emotional
b o n d i n g . I n t e r e s t i n g l y, p e o p l e v a l u e b r a n d s f o r m a n y o f t h e s a m e
reasons         t o d a y.      C l e a r l y,    history        provides          some        insight   and
perspective on modern day branding




                                                        17
INTRODUCTION TO THE COMPANY


RELIANCE GROUP PROFILES
Reliance – Anil Dhirubhai Ambani Group, an offshoot of the
Reliance Group founded by Shri Dhirubhai H Ambani (1932 -
2002), ranks among India’s top three private sector business
houses in terms of net worth. The group has business interests
that range from telecommunications (Reliance Communications
Limited) to financial services (Reliance Capital Ltd) and the
generation and distribution of power (Reliance Energy Lt d).
Reliance           –       ADA          Group’s             flagship          c o m p a n y,       Reliance
Communications, is India's largest private sector information and
c o m m u n i c a t i o n s c o m p a n y, w i t h o v e r 6 0 m i l l i o n s u b s c r i b e r s . I t
h a s e s t a b l i s h e d a p a n - I n d i a , h i g h - c a p a c i t y, i n t e g r a t e d ( w i r e l e s s
and wireline), convergent (voi ce, data and video) digital network,
to offer services spanning the entire infocomm value chain.
Other major group companies — Reliance Capital and Reliance
Energy — are widely acknowledged as the market leaders in their
respective areas of operation.




                                                Reliance Mutual Fund
 Reliance Energy Ltd.




                                                Reliance Communications
           Harmony




                                                Reliance Anil Dhirubhai Ambani
 Reliance Life Insurance                        Group



                                                Reliance Portfolio Manageme nt
 Reliance General                               Service


                                                       18
 Insurance

The Late Dhirubhai Ambani dreamt of a digital India — an India
where the common man would have access to affordable means of
information and communication. Dhirubhai, who single -handedly
built      India’s        largest       private          sector     company            virtually         from
scratch,        had      stated       as    early        as     1999:      “Make         the      tools       of
information            and      communication                  available        to     people         at      an
affordable cost. They will overcome the handicaps of illiteracy
and lack of mobility.”
It was with this belief in mind that Reliance Comm unications
(formerly          Reliance          Infocomm)                started     l a yi n g    60,000          route
kilometres of a pan -India fibre optic backbone. This backbone
was commissioned on 28 December 2002, the auspicious occasion
o f D h i r u b h a i ’ s 7 0 t h b i r t h d a y, t h o u g h s a d l y a f t e r h i s u n e x p e c t e d
demise on 6 July 2002.
Reliance           Communications                   has        a     reliable,          h i g h - c a p a c i t y,
integrated (both wireless and wireline) and convergent (voice,
data and video) digital network. It is capable of delivering a
range of services spanning the entire infocomm (info rmation and
communication) value chain, including infrastructure and services
—     for     enterprises          as      well     as     individuals,          applications,             and
c o n s u l t i n g . T o d a y, R e l i a n c e C o m m u n i c a t i o n s i s r e v o l u t i o n i s i n g
the way India communicates and networks, truly bringing about a
new way of life.
Few men in history have made as dramatic a contribution to their
c o u n t r y’ s e c o n o m i c f o r t u n e s a s d i d t h e f o u n d e r o f R e l i a n c e , S h .
Dhirubhai H Ambani. Fewer still have left behind a legacy that is
more enduring and timeless.
As with all great pioneers, there is more than one unique way of
d e s c r i b i n g t h e t r u e g e n i u s o f D h i r u b h a i : T h e c o r p o r a t e v i s i o n a r y,
the unmatched strategist, the proud patriot, the leader of men, the
architect of India’s capital markets, the champion of shareholder
interest.


                                                      19
But the role Dhirubhai cherished most was perhaps that of India’s
greatest wealth creator. In one lifetime, he built, starting from
the proverbial scratch, India’s largest private sector enterprise.
When Dhirubhai embarked on his first business venture, he had a
seed capital of barely US$ 300 (around Rs 14,000). Over the next
three and a half decades, he converted this fledgling enterprise
into a Rs 60,000 crore colossus —an achievement which earned
Reliance a place on the global Fortune 500 list, the first ever
Indian private company to do so.
Dhirubhai is widel y regarded as the father of India’s capital
markets. In 1977, when Reliance Textile Industries Limited first
went public, the In dian stock market was a place patronised b y a
small club of elite investors which dabbled in a handful of
stocks.
Undaunted, Dhirubhai managed to convince a large number of
first-time retail investors to participate in the unfolding Reliance
story and put their hard -earned money in the Reliance Textile
IPO, promisin g them, in ex change for their trust, substantial
return on their investments. It was to be the start of one of great
stories of mutual respect and reciprocal gain in the Indian
markets.
Under Dhirubhai’s extraordinary vision and leadership, Reliance
scripted one of the greatest growth stories in corporate history
a n yw h e r e i n t h e w o r l d , a n d w e n t o n t o b e c o m e I n d i a ’ s l a r g e s t
private sector enterprise.
T h r o u g h o u t t h i s a m a z i n g j o u r n e y, D h i r u b h a i a l w a ys k e p t t h e
interests of the ordinary shareholder uppermost i n mind, in the
process making millionaires out of many of the initial investors
in the Reliance stock, and creating one of the world’s largest
shareholder families.




                                                20
VISION
 We will leverage our strengths to execute complex global -scale
projects to facilitate leading -edge information and
communication services affordable to all individual consumers
and businesses in India.
We will offer unparalleled value to crea te customer delight and
e n h a n c e b u s i n e s s p r o d u c t i v i t y. W e w i l l a l s o g e n e r a t e v a l u e f o r
our capabilities beyond Indian borders and enable millions of
I n d i a ' s k n o w l e d g e w o r k e r s t o d e l i v e r t h e i r s e r v i c e s g l o b a l l y. ”


 Reliance Communications is the flagship co mpany of the Anil
Dhirubhai Ambani Group (ADAG) of companies. Listed on the
National Stock Exchange and the Bombay Stock Exchange, it is
India’s leading integrated telecommunication company with over
60 million customers.
Our business encompasses a complet e range of telecom services
c o v e r i n g m o b i l e a n d f i x e d l i n e t e l e p h o n y. I t i n c l u d e s b r o a d b a n d ,
national         and       international            long        distance         services          and         data
services along with an exhaustive range of value -added services
and applications. Our constant endeavour is to achieve customer
delight by enhancing the productivity of the enterprises and
individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on
2 8 D e c e m b e r 2 0 0 2 , c o i n c i d i n g w i t h t h e j o yo u s o c c a s i o n o f t h e
l a t e D h i r u b h a i A m b a n i ’ s 7 0 t h b i r t h d a y, w a s a m o n g t h e i n i t i a l
initiatives of Reliance Communications. It marked the auspicious



                                                        21
beginning             of    Dhirubhai’s            dream         of     ushering       in     a    digital
r e v o l u t i o n i n I n d i a . T o d a y, w e c a n p r o u d l y c l a i m t h a t w e w e r e
instrumental in harnessing the true po wer of information and
communication, by bestowing it in the hands of the common man
at affordable rates.
W e e n d e a v o u r t o f u r t h e r e x t e n d o u r e f f o r t s b e yo n d t h e t r a d i t i o n a l
value       chain          by    developing          and      d e p l o yi n g    complete        telecom
s o l u t i o n s f o r t h e e n t i r e s p e c t r u m o f s o c i e t y.
Latest Offer by the Reliance Communication




Reliance Communication , previously                                    is a cellular operator in
India that covers 16 telecom circles in India. Despite the official
name being Reliance Communication , its products are simply
branded Reliance Communication. It offers both prepaid and
postpaid GSM cellular phone coverage throughout India and is
especially strong in the major metros.
Reliance Communication provides 2G services based on 900 MHz
and 1800Mhz digital GSM technology, offering voice and data
services         in    16       of   the     country's          23     l icence     areas.        Reliance
Communication                   is   owned        by      Reliance             Communication          52%,
Group 33%, and other Indian nationals, 15%.




                                                       22
On 11 February 2007, Reliance Communication agreed to acquire
the controlling interest of 67% held by Li Ka Shing Holdings in -
for US$11.1 billion, pipping Reliance Communications, Hinduja
Group, and Group, which is the owner of the remaining 33%. The
whole company was valued at USD 18.8 billion. . The transaction
closed on 8 May 2007.
Previous brands
In December 2006,                         re-launched the "" brand nationwide,
c o n s o l i d a t i n g i t s s e r v i c e s u n d e r a s i n g l e i d e n t i t y. T h e C o m p a n y
entered into agreement with NTT DoCoMo to launch i -mode
mobile Internet service in India during 2007.
The company used to be named                                , reflecting the name of its
previous owner, . However, the brand was marketed as . After
getting       the     necy      government             approvals         with       regards        to    the
acquisition of a majority by the Reliance Communication Group,
the company was rebranded as Reliance Communication . The
marketing            brand          was        officially           changed            to       Reliance
Communication on 20 September 2007. In Mumbai, it was earlier
known by the name Orange, a brand that used to be marketed by
its former owner, . Still earlier it was known as Max Touch and
AceTel even before that.
On September 20, 2007 becomes Reliance Communication in one
of the biggest brand transition exercises in recent times.
Reliance Communication is spending somewhere in the region of
Rs 250 crores on this high -profile transition being unveiled
t o d a y. A l o n g w i t h t h e t r a n s i t i o n , c h e a p c e l l p h o n e s h a v e b e e n
launched in the Indian market under the Reliance Communication
brand. There are plans to launch co -branded handsets sourced
from global vendors as well.
A popular daily quoted a Reliance Communication                                             director as
s a yi n g t h a t " t h e o b j e c t i v e i s t o l e v e r a g e R e l i a n c e C o m m u n i c a t i o n
Group's global scale in bringing millions of low -cost handsets
from across -the-world into India." While there is no revealing the
prices of the low-cost Reliance Communication handsets, the


                                                     23
industry is abuzz that prices might start at Rs 666, undercutting
R e l i a n c e C o m m u n i c a t i o n s ' m u c h - h yp e d ' R a n g B a r s e ' w i t h c h e a p
handsets beginning at Rs 777.
Meanwhile, Reliance Communication sources said there would be
no discounts or subsidized handset offers -- rather handset-
b u n d l e d s c h e m e s f o r c u s t o m e r s . I n c i d e n t a l l y, C h i n a ' s Z T E , w h i c h
i s l o o k i n g t o s e t - u p a m a n u f a c t u r i n g u n i t i n t h e c o u n t r y, i s
expected to provide several Reliance Communication handsets in
India. Earlier this year, Reliance Communication penne d a global
low-cost handset procurement deal with ZTE.
Growth of            (1992-2005)
In 1992         Whampoa and its Indian business partner established a
company that in 1994 was awarded a licence to provide mobile
t e l e c o m m u n i c a t i o n s s e r v i c e s i n M u m b a i ( f o r m e r l y B o m b a y) a n d
launched commercial service as                          Max in November 1995. Analjit
S i n g h o f M a x s t i l l h o l d s 1 2 % i n c o m p a n y.
By the time of                   Telecom's Initial Public Offering in 2004,
Whampoa               had          acquired             interests            in        six           mobile
telecommunications operators providing se rvice in 13 of India's
23 licence areas and following the completion of the acquisition
of BPL that number increased to 16. In 2006, it announced the
acquisition of a company that held licence applications for the
seven remaining licence areas.
In a countr y gro wing as fast as India, a strategic and well
managed          business         plan      is   critical       to     success.        I n i t i a l l y,   the
company grew its business in the largest wireless markets in
India - in cities like Mumbai, Delhi and Kolkata. In these densel y
populated urban areas it was able to establish a robust network,
well known brand and large distribution network -all vital to
long-term success in India. Then it also targeted business users
and high-end post-paid customers which helped                                        to consistently
generate a higher Average Revenue Per User ("ARPU") than its
competitors. By adopting this focused growth plan, it was able to



                                                     24
  establish leading positions in India's largest markets providing
  the resources to expand its footprint nationwide.
  In February 2007,               Telecom annou nced that it had entered into a
  binding agreement with a subsidiary of Reliance Communication
  Group Plc to sell its 67% direct and indirect equity and loan
  interests in          Limited for a total cash consideration (before costs,
  expenses and interests) of appr oximately US$11.1 billion or
  HK$87 billion.
  1992: Whampoa and Max Group established Max
  2000:      Acquisition of              Delhi       operations          Entered        Calcutta        and
  Gujarat markets through acquisition
  2001: Won auction for licences to operate GSM services in
  Karnataka, Andhra Pradesh and Chennai
  2003: Acquired AirCel Digilink (ADIL -                                       Subsidiary) which
  o p e r a t e d i n R a j a s t a n , U t t a r P r a d e s h E a s t a n d H a r ya n a t e l e c o m
  circles and renamed it under brand
  2004: Launched in three additional telecom circles of India
  namely 'Punjab', 'Uttar Pradesh West' and 'West Bengal'
  2005: Acquired BPL, another mobile service provider in India
  was often praised for its award winning advertisements which all
  follow a clean, minimalist look. A recurrent theme is that its
  message Hello stands out visibly though it uses only white letters
  on red background. Another recent successful ad campaign in
  2003 featured a pug named Cheeka following a boy around in
  u n l i k e l y p l a c e s , w i t h t h e t a g l i n e , W h e r e v e r yo u g o , o u r n e t w o r k
  f o l l o w s . T h e s i m p l e ye t p o w e r f u l a d v e r t i s e m e n t c a m p a i g n s w o n i t
  many admirers
  Reliance Communication subscriber base
  The Reliance Communication subscriber base according to COAI
  - Cellular Operator Association of India as of March 2008 was:
 Delhi - 3,216,769
 Mumbai - 3,451,567
 Chennai - 1,174,589



                                                      25
 Kolkata - 1,974,177
 Maharashtra & Goa - 2,610,389
 Gujarat - 6,010,594
 Andhra Pradesh - 2,601,458
 Karnataka - 2,850,346
 Tamil Nadu - 3,180,820
 Kerala - 2,001,133
 Punjab - 1,645,501
 H a r ya n a - 1 , 2 8 2 , 2 0 8
 Uttar Pradesh (West) -2,858,429
 Uttar Pradesh (East) -3,508,355
 Rajasthan - 2,934,598
 West Bengal & Andaman and Nicobar - 2,825,310
    The total is 44,126,243 or 22.93% of the total 192,355,939 GSM
    mobile         connections            in      India       till     March         2008.         Reliance
    Communication does not operate in Ass am, Bihar, Himachal
    Pradesh, Jammu & Kashmir, Madhya Pradesh, Orissa and the
    North Eastern States
    Reliance Communication Deal (Including Quote & unquote)
    Reliance Communication announced on February 11 that it had
    decided to pay $11.1 billion in cash and assume $2 billion in debt
    to buy a 67% stake in                   , one of India's largest mobile operators
    with more than 22 million subscribers. Reliance Communication's
    purchase of the controlling interest in - or , as it is commonly
    called from Hong Kong-based shipping and real estate baron Li
    Ka-Shing values the company at nearly $19 billion, which is
    twice as much as the first round of bidders in January thought it
    was worth.
    F o u r d a ys l a t e r , t h e A d i t ya B i r l a g r o u p ' s I d e a C e l l u l a r - - a n o t h e r
    large       mobile         phone        servic es         provider         with       12.4       million
    subscribers -- found more than $27 billion in investor money
    bidding for its stock during the company's initial public offering,




                                                         26
which had intended to raise some $480 million. The IPO was
oversubscribed by 57 times, according to media reports.
As both transactions show, India's mobile phone market is red hot
-- which begs the question whether it is too hot. Are these
enormous valuations justified by the market's growth potential?
Their view is that while it might appear that t hese transactions
are overvalued, the market has lots of growth potential. As such,
a shakeout -- if it occurs is unlikely in the near future.
The growth numbers explain most of the market's fervor. India's
c e l l p h o n e u s e r p o p u l a t i o n d o u b l e d d u r i n g t h e p a s t ye a r t o 1 5 0
million at the end of 2006. More than 6 million new subscribers
are signing up for mobile services each month, making India the
world's fastest growing mobile market. Cell phones are not just a
way to keep in touch with loved ones in a count ry that loves to
talk, but in a booming economy they also become workstations
for       millions            in        India's    unorganized          sectors.         Reliance
Communication's India -born CEO Arun Sarin said in a speech in
Barcelona recently that he expects the 150 million subscriber
base -- which represents a penetration rate of just 13% -- to grow
t o 5 0 0 m i l l i o n i n a f e w ye a r s . M u c h o f t h i s g r o w t h i s e x p e c t e d t o
come from more than 600,000 Delhis where millions of Indians
live. "We are really excited to move into the rural areas," Sa rin
said in his speech. "Whenever we get into these rural areas, we
find      people           love    to    talk.    They   light    up     our    base      stations
i m m e d i a t e l y. "
Wharton          marketing          professor       Jagmohan        Raju     s a ys    enterprise
valuations at the level of Reliance Communication's paymen t for
m i g h t n o t a p p e a r t o b e j u s t i f i e d u s i n g c o n v e n t i o n a l a n a l ys i s
tools, but he agrees with Sarin that most of the growth in the
future will come from the lower end of the market in rural India.
"The way to justify these valuations is not to base them o n how
many subscribers [the acquiring company plans] to have,.”The
numbers are justified based on a prediction of higher value -added
services, and also some sense of how mobile phones can be used


                                                   27
for marketing. Will the mobile handset be a device that will be
u s e d t o s e n d a d s - - p e r h a p s v i d e o a d s - - t o s u b s c r i b e r s ? C a n yo u
add     more      services        and     more         value    at     the    lower       end,     with
s o m e b o d y e l s e s u b s i d i z i n g t h e c o s t o f t h e p h o n e s ? " H e s a ys t h e s e
value-added           services        could       go    beyond         ring     tones      and      text
messaging to bringing television and advertising to handsets.
A.T.        Kearney's         Indian         operation,          believes         that      Reliance
Communication's                   deal      is    good       for     shareholders            of    both
companies as well as consumers. "This is a deal priced to
perfection," he says. "It is a goo d strategic fit all around." this
transaction secures Reliance Communication's position as a major
p l a ye r i n t h e g l o b a l t e l e c o m i n d u s t r y a n d g i v e s t h e c o m p a n y a
strategic presence in Asia. Like other global telecom firms,
Reliance Communication is looking for growth in Asia because
markets like the U.S. which has an 80% penetration rate for cell
phones -- offer little growth potential.
This deal is also a "huge windfall for the                               g u ys , " . " T h e y c o u l d
n o t h a v e w i s h e d f o r a n yt h i n g m o r e . " H e b e l i e v e s t h a t R e l i a n c e
Communication will now go about trying to increase its market
s h a r e f r o m 1 5 % a t p r e s e n t t o a t l e a s t 2 5 % i n t h e n e x t f e w ye a r s .
In    the     process,         Reliance          Communication               will     face        strong
competition           from       Indian          mobile        firms      such       as     Reliance
Communications. Price wars are likely as the battle heats up, and
these will ultimatel y benefit Indian consumers. "They will get a
better global franchise and access to technology and features as
India becomes the tech battleground.
S i g n i f i c a n t l y, R e l i a n c e C o m m u n i c a t i o n h a s s i g n e d a d e a l w i t h
India's biggest mobile operator, Bharti Airtel, to share the costs
of infrastructure development in rural areas. "In the developed
w o r l d , yo u h a v e g u a r a n t e e d p o w e r s u p p l y, b u t [ i n I n d i a ] t h e
power supply to your base station battery i s uncertain, and that
adds to the cost,". "The fact that Reliance Communication and
Bharti Airtel are going to share base stations in rural areas is a
good sign, because it has a multiplier effect." He sees the same


                                                   28
u n d e r l yi n g f u n d a m e n t a l s d r i v i n g t h e r e c o r d s u b s c r i p t i o n s f o r I d e a
C e l l u l a r ' s I P O . " T h e s e a r e h i g h l y c o r r e l a t e d , " h e s a ys . " T h o s e a r e
mind-boggling numbers, and further validate the growth story for
mobile phone services in India."
H a r d l y a n yo n e       questions Reliance Communication's optimism
about the growth potential of mobile telephon y in rural India. In
fact, Sarin has expressed a desire to also acquire the 33% stake
held by Mumbai's                  group, and if that doesn't pan out, he is keen
on forging a successful partnership with the Ruia family that runs
t h e g r o u p . " G i v e n t h a t t e c h n o l o g i c a l u n c e r t a i n t y, r a p i d c h a n g e
and disruptive innovation are a way of life in the mobile
i n d u s t r y, i t i s a l m o s t c e r t a i n t h a t c o m p a n i e s s u c h a s R e l i a n c e
Communication are making big ICT (information, communications
a n d t e c h n o l o g y) i n v e s t m e n t s f a c t o r i n t h e i n t a n g i b l e s . H e t h e r e a l
option value" for Reliance Communication to gain a presence "in
the world's hottest market" cannot be underestimated. "Investors
a r e p l a c i n g a p r e m i u m o n b e i n g t h e r e , " h e s a ys . " I C T i n v e s t m e n t s
t e n d t o p a y o f f i n n e w a n d u n e x p e c t e d w a ys o v e r t i m e f o r t h o s e
who make the initial investments and have the ability to respond
in an agile fashion."
According to Boston Consulting Group in New Delhi says that in
t h e M & A w o r l d , " l i k e b e a u t y, v a l u e l i e s i n t h e e ye s o f t h e
a c q u i r e r , " a n d t h e v a l u a t i o n a r i t h m e t i c p l a ys o u t d i f f e r e n t l y f o r
each bidder. "That is why it is often difficult to say that there is
a premium paid on the discounted cash flows of the acquired
e n t i t y. T h e p r e m i u m i s t yp i c a l l y b a s e d o n t w o t h i n g s : O n e i s t h e
s yn e r g i e s yo u c a n e x t r a c t a n d t h e s e c o n d i s t h e o p t i o n v a l u e o r
t h e s t r a t e g i c v a l u e yo u p l a c e o n t h e b u s i n e s s . " H e a d d s t h a t i t i s
i n c o n c e i v a b l e f o r a g l o b a l p l a ye r t o b e l o c k e d o u t o f t h e I n d i a n
m a r k e t . " A t t h e e n d o f t h e d a y - - n o t n o w , b u t t h r e e ye a r s f r o m
now as per CEO of the Reliance Communication
Customer Service
C l e a r l y, R e l i a n c e C o m m u n i c a t i o n w i l l f a c e m e - t o o c o m p e t i t o r s a s
it attempts to increase revenue and profitability with value -added


                                                       29
services in the face of the lower ARPUs (ave rage revenue per
u s e r ) t h a t i n d u s t r y a n a l ys t s p r e d i c t . A R P U s f o r I n d i a n m o b i l e
phone service providers range from $10 to $20 a month, and
currently occupies the top slot. So where does its competitive
edge lie? Britain, Reliance Communication sets itself apart from
the     competition            with       "above -average              customer          service."         He
d e s c r i b e s I n d i a n c u s t o m e r s e r v i c e l e v e l s a s " a b ys m a l " a n d n o t e s
that Reliance Communication could use its strengths in that
department to increase ARPUs from higher -end customers and
r e d u c e c u s t o m e r c h u r n . " I t ' s a b o u t t r a i n i n g yo u r w o r k f o r c e a s
you      manage         growth,         and       Reliance         Communication                 has     that
c a p a b i l i t y, " A n y p l a ye r c a p a b l e o f d o i n g t h a t i n t h e c u r r e n t
Indian scenario will have to attract and retain a fickle and under -
trained workforce. If it is executed well, this strategy can lead to
s i g n i f i c a n t r e n t s . " R e l i a n c e C o m m u n i c a t i o n ' s e d g e h e r e , h e s a ys ,
could be that its service levels will be "hard to replicate" for
Indian mobile service providers as "it may not be part of their
DNA."
One of the key issues in valuations is the reliability of revenue
recognition, and that will come with more post -paid subscribers
t h a n p r e p a i d , " h e s a ys . " T h e U . S . m a r k e t h a s m o r e p o s t - p a i d
subscribers than prepaid ones." Market estimates put prepaid
mobile phone users in India at about 80% of the total. The gains
are manifold for providers that are able to win over more post -
paid users. "Post -paid services are easier to manage, and have
f e w e r i n t e r m e d i a r i e s , " h e s a ys . " R i g h t n o w , c o m p a n i e s h a v e t o
pay huge margins to retailers in In dia who sell these prepaid
cards."
Reliance Communication will face with its acquisition is ensuring
s yn e r g i e s a n d i n t e g r a t i o n a c r o s s t h e t w o c o m p a n i e s . " T h i s i s
where the rubber meets the road. The high -growth, high -volume
and low-margin Indian market is significantly different from the
rest      of       Reliance           Communication's                  acquisitions.             Reliance
Communication will do well to emulate the lean model of [Bharti]


                                                      30
Airtel, but it also has the opportunity to segment the consumer
base and exercise price and service quality differentiation."
The Reliance Communication deal is a precursor of more big -
ticket transnational deals in the Indian marketplace. "With Indian
firms becoming aggressive and attacking the incumbents in their
home markets, the leaders in those markets will also try to make
big moves. We have seen that happen in the business process
outsourcing industry (such as Citigroup, IBM and GE expanding
their Indian presence), and we will see it happening in IT too."
Who moves first in these strategic wars before the other guy
b l i n k s w i l l b e d e c i s i v e , B h a t t a c h a r ya a d d s . " O n e o p t i o n i s t o w a i t
and get attacked. Or they [foreign companies] will look at
defending themselves by launching their own attack."
As competition for India's mobile market heats up, a shakeout --
a n d p o s s i b l y m e r g e r s i s l i k e l y, b u t A . T . K e a r n e y ' s b e l i e v e s t h i s
w i l l n o t h a p p e n a n yt i m e s o o n . " T h e m a r k e t i s s t i l l i n i t s e a r l y
s t a g e s , " h e s a ys . " P e n e t r a t i o n i s s t i l l l o w , a n d t h e c e l l p h o n e h a s
b e c o m e a c c e s s i b l e t e c h n o l o g y f o r e v e r yo n e . I t i s p e r h a p s t h e o n e
device that has broken the caste/economic barrier with ease."
predicts that eventuall y India's penetration rates could rise as
high as those in the U.S., though it is hard to predict how long
that might take. "The marke t will grow and rural penetration will
c o n t i n u e f o r t h e n e x t t h r e e o r f o u r y e a r s , " h e s a ys . O n c e t h a t
market is saturated, "a shakeout is natural, but that will happen a
f e w ye a r s o u t . " U n t i l t h e n , t h o u g h , t h e r e s h o u l d b e e n o u g h r o o m
for India's mobile ser vices operators to grow without stepping on
one another's toes.
TARIFF STRUCTURE
Prepaid Tariffs
Reliance         communication                Prepaid         Ready         Cellular         Card       and
Recharge Cards are available, all over th e city at over retail
outlets including 24 -hour outlets. Reliance communication Ready
Cellular Card and Recharge Cards are available, all over the city
at over retail outlets including 24 -hour outlets.


                                                     31
Reliance Communication Prepaid Regular
449
SUK
      Pulse Rate                           60 sec
      Price of Pack (Rs.)                  Rs.449
      Free Airtime on Pack                 Nil
      (Rs.)
      Incoming Calls (Rs.)                 Free while in home network
                                           Reliance      GSM /          Landline
                                           Communication CDMA           / WLL
                                                         (10 Digit)
      LOCAL RATES                          Rs.1.20        Rs.2.00       Rs.2.40
      (Rs./min)
      STD RATES (Rs./min)                  Rs.2.75        Rs.2.75       Rs.2.75
      ISD (Rs./min)
      USA, Canada, Europe                  Rs.6.40
      (Fixed Line), Australia,
      Singapore, Hong Kong,
      T h a i l a n d , M a l a ys i a ,
      Indonesia, New
      Zealand.
      Gulf, Europe (Mobile),               Rs.9.20
      SAARC countries,
      Africa & Rest of the
      world
      Cuba, Sao Tome &        Rs.40.00
      Principe, Guinea
      Bissau, Diego Garcia,
      Nauru, Solomon Islands,
      Vanuatu, Cook Islands,
      Tuvalu, Tokelau,
      Norfolk Island,
      Sakhalin
      SMS (Rs.)
      Local                                Rs.1.20
      National                             Rs.2.00
      International                        Rs.5.00




                                           32
  Other Details
  *Rs 50 Local R eliance Communication -Reliance Communication Mobile tal
  per month for 6 months
  * First month Reliance Communication -Reliance Communication credit wit
  72hrs of activation & balance credit by
  1st week of every month)
  *The SMS charge as applica ble is per 160 characters
  * Validity- 24 months.

POSTPAID
R e l i a n c e C o m m u n i c a t i o n P o s t p a i d a l l o w s yo u t o c h o o s e f r o m a
v a r i e t y o f a f f o r d a b l e t a l k p l a n s , c o n v e n i e n t p a ym e n t o p t i o n s a n d
host of rich features. So get set to enjoy a world of limitless
possibilities!
Reference Tarif Packages (RTP)
ON TIME CHARGES
Activation Charges                           Rs. 600
Membership Fee                               NA
Security Deposit                             Rs. 1000
MONTHLY CHARGES (FIXED) Rs. 524
Bill plan Charge                             Rs. 425
Monthly Rental                               Rs. 99
Clip                                         NA
MONTHLY CHARGES (OPTIONAL)
Clip                                         Rs. 99
                                             Reliance                           GSM /               Landline
                                             Communi                            CDMA                / WLL
                                             cation                             (10 Digit)
Local Rates                                  Rs. 1.99                           Rs 1.99             Rs 1.99
STD RATES
50 – 200 Km
200 – 500 Km
500 + Km
ISD
USA, Canda, Europe (Fixed                    Rs. 7.20
Line), Austalia, Singapore, Hong
K o n g , T h a i l a n d , M a l a ys i a ,
Indonesia, new Zealand
Gulf, Europe (Mobile), SAARC                 Rs 9.99
Countries, Africa & Rest of the
world
Cuba, Sao tome & Principle,                  Rs. 40.00
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,



                                                      33
    Vanuatu, Cook Island, Tuvalu,
    Tokelau, Norfolk Island,
    Sakhalin
    SMS
    Local                          Rs. 1.50
    National                       Rs. 2.00
    International                  Rs. 5.00
    Value Added Services (Rs.)     Rs. 3.00
    Reliance Communication One Standard 150
    ONE TIME CHARGES
    Activation Charges                 Rs 250
    Membership Fee                     Rs 250 (Converts into security
                                       after 24 months)
    Security Deposit                   NA
    MONTHLY CHARGES (FIXED) Rs. 150
    Bill Plan Charge                   Rs. 51
    Monthly Rental                     Rs. 99
    Clip                               NA
    MONTHLY CHARGES (OPTIONAL)
    Clip                               Rs. 50
    Bissau, Diego Garcia, Nauru,
    Solomon Islands, Vanuatu, Cook
    Islands, Tuvalu, Tokelau,
    Norfolk Island, Sak halin
    SMS
    Local                              Rs 1.50
    National                           Rs 2.00
    Intentional                        Rs. 5.00
    VAS                                Rs. 3.00
      This Bill Plan is also available under Advance Rental of Rs.
    9 0 0 f o r 2 ye a r s .
    Local Pack
    Reliance Communication to other local mobiles (non Reliance
    Communication) At Rs 1 / min
       Monthly rental Rs 25 per months/ -
       STD Pack
    Airtel to other mobiles (non Reliance Communication) & fixed
    lines nos. at Rs 2/min.
       Monthly rental Rs 75 per month/ -
       Special        offer   for     Reliance     Communication    Telephone
    service       customers          for   availing   Reliance   Communication
    Mobile services



                                               34
    I f yo u a l r e a d y h a v e R e l i a n c e C o m m u n i c a t i o n T e l e p h o n e s e r v i c e ,
    you can buy a new Airtel Mobile connection under Reliance
    Communication One Standard 150 Plan.
    Benefits:
       Non security deposit.
       No membership / activation fee
       E n j o y c a l l s t o yo u r A i r t e l f i x e d l i n e n o . a t j u s t 6 0 P / m i n .
       M o n t h l y r e n t o f R s 2 5 f o r r e d u c e d c a l l r a t e s t o yo u r A i r t e l
    fixed line has been waived off for 1 year.
    For details, call us 516-12345
    Advance Rental benefits (1year scheme)
    Pay an advance rent of Rs 999 and enjoy Reliance Communication
    O n e S t a n d a r d 1 5 0 p l a n a t Z e r o m o n t h l y r e n t a l f o r o n e ye a r .
    A d v a n c e r e n t a l o f R s 9 9 9 g i v e s yo u a r e n t a l d i s c o u n t o f R s 1 5 0
    every month for the next 2 months. All other options and charges
    are as per the existing Relianc e Communication One Standard 150
    Plan.
    Reliance Communication one Standard 249
    ONE TIME CHARGES
    Activation Charges      Rs 250
    Membership Fee          Rs 250 (Converts into security
                            after 24 months)
    Security Deposit        NA
    MONTHLY CHARGES (FIXED) Rs. 249
    Bill Plan Charge        Rs. 150
    Monthly Rental          Rs. 99
    Clip                    NA
    MONTHLY CHARGES (OPTIONAL)
    Clip                    Rs. 50
                            Reliance   GSM /       Landline
                            Communi CDMA           / WLL
                            cation     (10 Digit)
    LOCAL RATES             Re. 1.00   Rs. 1.25    Rs. 1.25
    STD RATES
    50-200Km                Rs. 2.00   Rs. 2.40    Rs. 2.40
    200 – 500 Km            Rs. 2.00   Rs. 2.40    Rs. 2.40
    500 + Km                Rs. 2.00   Rs. 2.40    Rs. 2.40




                                                       35
ISD
USA, Canda, Europe (Fixed                    Rs. 7.20
Line), Austalia, Singapore, Hong
K o n g , T h a i l a n d , M a l a ys i a ,
Indonesia, new Zealand
Gulf, Europe (Mobile), SAARC                 Rs 9.99
Countries, Africa & Rest of the
world
Cuba, Sao tome & Principle,                  Rs. 40.00
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Island, Tuvalu,
Tokelau, Norfolk Island,
Sakhalin
SMS
Local                                        Rs. 1.50
National                                     Rs. 2.00
International                                Rs. 5.00
Value Added Services (Rs.)                   Rs. 3.00
You also enjoy 25 FREE local mobile to mobile SMS




                                 36
    Senior Citizen Plan
    ONE TIME CHARGES
    Activation Charges                  Rs. 250
    Membership Fee                      Rs. 250 (Concerts into security
                                        deposit after 24 months)
    Security Deposit                    NA
    MONTHLY CHARGES (FIXED)             Rs. 150
    Bill Plan Charge                    Rs. 51
    Monthly Rental                      Rs. 99
    Clip                                NA
    Cuba, Sao Tome & Principle,
    Guinea Bissau, Diego Garcia,
    Nauru, Solomon Islands,
    Vanuatu, Cook Islands, Tuvalu,
    Tokelau, Norfolk Island,
    Sakhalin
    SMS
    Local                               Rs.   1.50
    National                            Rs.   2.00
    International                       Rs.   5.00
    VAS                                 Rs.   3.00
    With Senior Citizen Plan
    You can take 3 Friends and Family numbers:
      Reliance Communication to Reliance Communication        (1local
    no.) – Rs. 0.5 / min.
      Reliance Communication   to Reliance Communication      (1 STD
    no.) – Rs 1.5 / min
      ISD calls to US / Canada / South East Asia / Australia / New
    Zealand) – Rs. 9.99 / min
    You also get FREE alert subscription worth Rs 30 / alert or 3
    months on:
      News
      Astrology
      Health Tips
    The SMS charges as applicable is per 160 Characters
    PROMOTIONAL STRATEGY
    Reliance Communication to “Touch Tomorrow” with a new
    brand vision
    The Mobile promoted Reliance Communication cellular service
    will go in for repositioning of its brand image. The new brand


                                   37
e t h o s i s p o r t r a ye d i n t w o d i s t i n c t f a s h i o n s - t h e t a g l i n e " T o u c h
Tomorrow", which underscores the leading theme for the new
brand vision, followed by "The Good Life", which underscores a
more caring, more customer centric organization. Aimed at re -
engineering its image as just simply a cellular service provid er to
an all out information communications services provider, Touch
Tomorrow is meant to embrace the new generation of mobile
communication services and the changing scope of customer
needs and aspirations that come along with it
The new communication is about a new dimension in the cellular
c a t e g o r y t h a t g o e s b e yo n d t h e I n t e r n e t , S M S , r o a m i n g , I V R S , e t c
but which engulfs the whole gamut of wireless digital broadband
services that will constitute tomorrows cellular services. The new
campaign is in two phas es - the first of which will communicate
overall brand philosophy and the second products and services.
According to Mr. Jagdish Kini, Chief Operating Officer , Mobile
Limited, Karnataka "We are adopting a new brand - platform -
Touch Tomorrow - not only to reflect our corporate ethos but also
b u s i n e s s s t r a t e g y" .
The new identity will have the logo in Red, Black and White
c o l o u r s a l o n g w i t h l o w e r c a s e t yp o g r a p h y t o c o n v e y w a r m t h .
Reliance Communication will incorporate the latest branding in
all of its communication and will soon be going in for an
enhanced promotional drive to establish the brand's presence.
LIFE TIME PLAN
P R E - P A I D c a r d u s e r s n e e d n o t w o r r y a n ym o r e a b o u t r e c h a r g i n g
their coupons every month. Company has launched a plan that
allows users to t ake a pre-paid connection with lifetime validity
for     a     one       time         p a ym e n t   of    Rs.   999.   Subscribers           availing
themselves of this scheme will also get full talk time for the
recharge coupon they purchase and also have the option to buy
Taiwanese manufactured Bir d mobile handsets for as low as Rs.
1,399.



                                                         38
The      move       is    aimed        at    stopping         the     churn       in    the     pre -paid
s u b s c r i b e r b a s e . O n c e a s u b s c r i b e r t a k e s t h i s p l a n , h e w i l l a l w a ys
be an Reliance Communication subscriber whether the mobile is
being used or not.
MARKET SITUATION
At the time of launch
The first mover in the market was Reliance Communication which
launched its services in Delhi in Aug 1995 (Informal launch).
Essar Cell phone followed by launching its services informally in
Oct 95. At this point of time, the market was at a nascent stage,
awareness level was low and both operators independently tried
to spread awareness and educate the people
Once the networks were commercially launched, it became a
number game with a multitude of schemes being offered to woo
customers Initially the cell phone was perceived as a status
s ym b o l a n d u t i l i t y t o o k a b a c k s e a t T h e t a r g e t s e g m e n t i n D e l h i
were corporate and the high income group. The average capacity
installed was for 1.5 lakh subscribers.                                This coupled with the
steep license fee paid to DOT put pressure on the operators to
break-even by rapidly expanding their markets.                                     In the first two
years, this led to a number of schemes being offered and prices
crashing.
COMPETITIVE SITUATION
Reliance Communication launched its services before Essar and
skimmed the market picking up the bulk of the high usage
premium clients.                This is a very competitive industry with the
two companies differentiating either on value -added services or
price.      Reliance Communication is perceived as the high quality
provider and has a premium image.                              Essar, on the other hand, is
perceived          as     the      lower        end       service        provider.              Reliance
Communication positions itself as the market leader on the basis
of the number of subscribers.                        E s s a r i s t r yi n g t o c o u n t e r t h i s b y
emphasising on the reach of its network and the quality of its



                                                     39
         service.        However, Essar is somewhat not been very successful
         largely due to the inconsistency in advertising
         To promote themselves, both the players have been dependent on
         tactical advertising However, they have restrained from using
         comparative advertising Hoardings have been a very popular
         m e d i u m f o r c a r r yi n g t h e a d v e r t i s e m e n t s R e l i a n c e C o m m u n i c a t i o n
         has also been advertising on television using the Telecom name.
         SALES DEPARTMENT AND STRATEGY
 A.      Major Accounts (Direct Channel)
           Handles corporate (named and famed) accounts
             Forecasting of sales
             Mapping the accounts
           Providing after sales support to the subscribers.
             Maintaining call reports for records.
             Providing Feedback to the m arketing department regarding the
         requirement of the market.
     B. IDC (indirect Channel)
             Handling distribution
           Maintaining records and level check of the channel partner
           L i a i s o n i n g b e t w e e n t h e c h a n n e l p a r t n e r a n d t h e c o m p a n y.
                 Target achievement
             Training the executives of the channel
 C.      Distribution Support
1.                Logistics
        Monitor handset and SIM card requirements of channel partners
         and co-ordinate with stores
        Settle areas of concerns such as incentive claims of channel
         partners
2.       Rental
           Provide cellular services (SIM cards) on rent.
             Provide cellular phones on rent
             Useful for people visiting Delhi for a short interval.




                                                             40
    3      Telesales
            Call customers and generate sales lead.
            Follow up with the customers, if they need any assistance
        Pass on the sales lead to the channel department.
    4     Audit
        Consultant to the Reliance Communication showrooms.
        Monitor      the   operations       at        the     Reliance        Communication
    distribution outlets Organize training.
    5.       Retail
         Locate shops to open retail counters.
            Monitor the retail counters.
    MARKET SEGMENTATION
    Segmentation is beneficial because of better predictability of the
    target consumer group, minimization of risk exposure, better
    ability to fine-tune a product / service to the requirement of
    target    b u ye r   and   the   resultant          ease      in    designing      a    prope r
    designing marketing mix strategy In t his case segmentation is on
    the bade of income.
    In evaluating different market segments the compan y looks at two
    factors    The       overall   attractiveness            of   the       segments       and       the
    company's objectives & resources The present market for Cellular
    phones, pagers and conventional phones is as follows
                               Premium                   Middle                   Economy
                               Upper     Lower           Upper          Lower     Upper          Lower
    Cellular Phones            X         X               X              -         -              -
    Pager                      X         X               X              X         -              -
    Conventional               X         X               X              X         X              -
    Phones
    X Market Segment Targeted


    TARGET MARKET SEGMENT
    Reliance Communication has targeted the premium and upper
    middle class. The rationale behind it is that only those segments



                                                  41
s h o u l d b e t a r g e t e d w h o v a l u e t i m e a n d h a v e t h e p a yi n g c a p a c i t y.
It Is also planning to target the business tourists dur ing their stay
in the capital
About 60% of the clientele are top executives of corporate
houses.            About 15% are foreign organisations and the rest are
professionals and small businessmen.                                During the introduction
stage there was intense pressure to get con sumers across to hook
u p w i t h t h e i r b r a n d , b e c a u s e g e t t i n g t h e m t o s w i t c h b r a n d l o ya l t y
later would be hard
So       far       Reliance        Communication                     marketers           have        been
concentrating totally on the business executive class but now that
the basic viable volumes has b eer) built up and prices have
declined to a certain extent they are planning to venture further a
field.
POSITIONING
The product is sought to be positioned as a business efficiency
t o o l . a l i f e s t yl e r e v o l u t i o n a n d a s t a t u s s ym b o l T h e e m p h a s i s i s t o
remove misconception that the cellphone is an expensive means
of communication and drive home the point that the cellphone is
actually a day-to-day utility
PRODUCT POLICY AND PLANNING
The product or service is the heart of the marketing mix. Without
a product or a service customers' needs cannot be satisfied.
The      basic       product       promise         by Reliance             Communication                  is
m o b i l i t y.    Reliance Communication 's main marketing strategy is
to    be       a   first   mover        all    the     time.         It    has     recognised           the
significance of making the fir st move-- because in the field of
Communication & Information Technology changes occur at a
tremendous pace.
Effective product segmentation has to be carried on continuously
because basic services can be and will be copied and in time
become             expected         compo nent            of      the       product.           Reliance
Communication                seeks to carry out this segmentation through
provision of new information services and making new facilities


                                                     42
available. The product policy and planning depends on the stage
of the product life cycle.                   At presen t the cellular phone market
has reached the maturity stage.                         Since, the premium segment is
nearing saturation the company targeting the upper middle and
middle-middle class.                In order to do so Reliance Communication
i s t r yi n g t o o p t i m i s e t h e p r i c e p e r f o r m a n c e p a c k a g e b y o f f e r i n g
suitable "product bundling".
This involves the selection of the suitable hardware (handset) and
its software (its services.) with reasonable price in order to
deliver       maximum           price      performance            to    its    customers.              In
addition, it offers free Airtime services and other concessions to
make the prices and thus the product more attractive. It has also
opened a 24 hours customer service.
Only price doesn't serve as an effective differentiator, value
added services become the effective dif ferentiator.
THE        "VALUE             ADDED            SERVICES"                PROVIDED               FROM
RELIANCE COMMUNICATION ARE:-
i) Voice Mail service
T h i s s ys t e m i s s i m i l a r t o t h e a n s w e r i n g m a c h i n e - i f t h e u s e r i s
not able to answer a call for some reason the caller can leave
messages in the voice mail box which can be later retrieved by
the user
ii) Short Message Service
The short message service is like a two -way pager.                                     It gives an
option of sending and receiving text messages directly from one
mobile phone to another without the intervention of an operator.
iii) Mobile Fax 1 Data Service
This service helps the subscriber to send and receive Faxes,
access E-mail, download computer files from other systems and
remotely log on to another computer and surf the Internet.
iv) Cash Card
The cash card is a pre-paid and pre-activated card which allows
t h e b u ye r s t o b u y a i r t i m e i n a d v a n c e .           All it requires is the
p a ym e n t o f a n i n i t i a l a m o u n t . T h i s i s a u s e f u l s e r v i c e f o r p e o p l e


                                                   43
     who travel to Delhi often and those who want to control the
     expenses on their calls.
     v) Caller ID
     D i s p l a ys c a l l i n g p e r s o n ' s n u m b e r .
     vi) Outgoing call restriction
     To prevent or limit outgoing calls, for example, in peak hours.
     Also      possible          to    exclude         one        or    several       countries,         or    any
     geographical region, to permit only local calls, or to limit the
     outgoing calls to a listed number.
     viii) Call forward
     Incoming calls can be forwarded to another fix ed or mobile
     phone.
     Besides          these       some         other        services         provided          by     Reliance
     Communication are - Call conferencing, Call Broadcast et cetera.
     It is in the operators -Interest that they not onl y get man y
     subscribers           but        also     get     them        to    use        the   mobile        facility
     f r e q u e n t l y. I n t h e e a r l y s t a g e s g e t t i n g i n c r e a s e s t o s u b s c r i b e m a y
     be easier than getting them to talk since they will find it costlier
     to use the mobile phone as compared to a conventional phone [if
     i s b e l i e v e d t h a t i n i t i a l l y c e l l p h o n e s w o u l d b e u s e d b u y]
     viii) Roaming Facility
     Roaming facility is available while the subscriber is travelling.
     The billing is done in the home network (Delh i).                                                Roaming
     f a c i l i t y i s a v a i l a b l e m a n u a l l y* a s w e l l a s s e m i - a u t o m a t i c a l l y.
     O n c e a s u b s c r i b e r i s I n a n y o t h e r c i t y o r c o u n t r y, w h e r e a G S M
     network is available, simpl y insert the SIM card of the local
     o p e r a t o r I n t o yo u r h a n d s e t a n d s t a r t t a l k i n g .
*       Manual Roaming means a separate SIM card is provided for
     each city
**   Semi automatic roaming means one card has the facility for
     different cities.




                                                            44
     RELIANCE                     COMMUNICATION                               'S           MARKETING
     ORIENTATION.
     Since this is a high -involvement expensive product, the service
     provider has to fully take care of the customers.
a)   They take personal responsibility to "get" the answer for any
     problem faced by the customer
b)   They anticipate customers' problems and take pro -active steps to
     prevent them
c)   They give                answers to the questions                    &    requests, quickly &
     e f f i c i e n t l y.
d)   They have a positive tone & manner while interacting with
     customers.
e)   They end the interaction on a positive or a humorous note -making
     the last 30 seconds count.
     Reliance Communication                      realises that attract ing people 'Is eas y
     b u t c o n v e r t i n g t h e m i n t o l o ya l c u s t o m e r s i s h a r d , h e n c e e m p h a s i s
     is on maintaining a 'Smiling and a Friendly Atmosphere' to please
     and retain the customer.
     PRICE AND PRICING POLICY
     RELIANCE COMMUNICATION                                     has realised that the Indian
     market is price sensitive.                    Therefore it care of the has come up
     with various innovative tariff schemes to take needs of different
     c a t e g o r y o f c u s t o m e r s - G e n e r a l l y, t h e c e l l u l a r s e r v i c e s a r e m o r e
     expensive than the land line based telephone services.                                            This i s
     due to the reason that the operating companies are required to pay
     a fee to the government for using airtime.




                                                          45
MARKETING STRATEGY ADOPTED BY RELIANCE
COMMUNICATION
Reliance has spent a considerable amount on advertising its
mobile phone service, Reliance Communication.                                       Besides print
advertising, the company had put up large no of hoardings and
kiosks in and around Delhi.
The objective behind designing a promotion campaign for the
‘Reliance        Communication’               services        is    to    promote        the     brand
awareness and to build brand preferences.
I t i s t r yi n g t o s e t u p a t h e m a t i c c a m p a i g n t o b u i l d s t r o n g e r b r a n d
equity for Reliance Communication.                              Since the cellular phone
category itself is too restricted, also the fact that a Cellular
phone is a high involvement p roduct, price doesn't qualify as an
effective differentiator. The image of the service provider counts
a great deal.           G i v e n t h e C e l l p h o n e c a t e g o r y, i t i s t h e n e t w o r k
efficiency and the quality of service that becomes important.
What now the buyer is loo king at is to get the optimum price -
performance            package.             This      also      serves        as    an      effective
differentiator
Brand awareness is spread through the' campaigns and brand
preference through brand stature.                            Reliance Communication 's
campaign in the capital began with a series of 'teaser' hoardings
a c r o s s t h e c i t y, ' b e a r i n g j u s t t h e c o m p a n y' s n a m e a n d w i t h o u t
ex plaining what Reliance Communication was. In the nex t phase
the campaign associated Reliance Communication with Cellular
only thereafter was the Cellular connection brought up. Vans with
R e l i a n c e C o m m u n i c a t i o n l o g o s r o a m e d t h e c i t y, h a n d i n g o u t
brochures about the company and its services to all consumers.
About 50,000 direct callers were sent out.                               When the name was
well      entrenched            in     the      Delhiites’s           mind ,       the      Reliance
Communication campaign began to focus on the utility of Cell
phone.         In the first four months alone Airtei's advertisement
spend exceeded Rs. 4 crores.


                                                   46
As of today the awareness level Is 60% unaided.                                            This implies
that if potential or knowle dgeable consumers are asked to name a
Cellular phone service provider that is on the top of his/her mind
60% of them would name Reliance Communication.                                             As for aided
it -is 100% (by giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured
by the percentage score of the brand on the above aided and the
unaided tests.             The figures show that Reliance Communication is
a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target
and a game pl an with due regard to Its competitor.                                           Reliance
Communication's campaign strategy is designed keeping in mind
i t s m a r k e t i n g s t r a t e g y.   The tone, tenor and the stance of the
visual ads are designed to convey the image of a market leader in
terms of its mark et share. It tries to portray the image of being a
"first mover every time" and that of a "market leader".
T h e s t a t u s o f t h e p r o d u c t i n t e r m s o f i t s l i f e c yc l e h a s j u s t
reached the maturit y stage in India.                           It is still on the rising part
o f t h e p r o d u c t l i f e c yc l e c u r v e i n t h e m a t u r i t y s t a g e .
The diagram on the left hand side shows the percentage of the
u s e r s c l a s s i f i e d i n t o h e a v y, m e d i u m a n d l o w c a t e g o r i e s .      The
right hand side shows the revenue share earned from the three
t yp e s o f u s e r s .
Reliance Communication, keeping in mind the importance of the
customer          retention,           values       its     heavy        users       the     most   and
constantly indulges in service innovation. But, since heavy users
comprise only 15 - 20% of the population the other segment
cannot be neglected.
The population which has just realised the importance of cellular
phones has to be roped in.                       It is for this reason that the service
provider offers a plethora of incentives and discounts.                                       Concerts
like the "Freedom concert" are being organised by Reliance
Communication in order to promote sales.                                   The media channel is
chosen with economy in mind.                              The target segment is not very


                                                      47
concrete but, there is an attempt to focus on those who can
afford. The print advertisements and hoarding are placed in those
strategic areas which most likely to catch the attention of those
who need a cellular phone.        The product promise (which might
cost different 1 higher) is an important variable in determining
the target audience.
Besides this, other promotional strategies that Relian ce
Communication has adopted are.
(i)      People who have booked Reliance Communication services
have been treated to exclusive premiers of blockbuster movies.
Reliance Communication has tied up with Lufthansa to offer
customer bonus miles on the German airli nes frequent flier's
programs.
(ii)     There have been educational campaigns, image campaigns,
pre launch advertisements, launch advertisements, congratulatory
advertisements, promotional advertisements, attacking
advertisements and tactical advertisements
DISTRIBUTION

                                  Company



       Franchisee                                    Distributor

                                                         Dealers
        Dealer


       Customer                                      Customer

The- company whose operations are concentrated in and around
Delhi. It 27 Franchisees and 15 Distributors - They also have 8
'instant access cash card counters - Each franchises or distributor
can have any number of dealers under him as long as the person
is approved by the Reliance Communication            a u t h o r i t y.   Each
franchises has to invest Rupees Ten Lakhs. to obtain a franchise
and      should     employ   an    officer   recruited     by        Reliance
Communication .        This person acts as an liaison between the


                                    48
company and the franchises. The franchises can it any number of
dealers       as     long      as    their      territories         do     not      overlap.          But
unfortunately            Reliance           Communication                has      not        been     very
successful in controlling territorial ov erlaps of dealers.                                           The
f r a n c h i s e s c a n c a r r y o u t h i s 1 h e r o w n p r o m o t i o n a l s t r a t e g y. F o r
this the company contributes 75% of the money and the franchise
c o n t r i b u t e s 2 5 % o f t h e m o n e y.      The dealers under the franchisee
receive the same commission.                             The fran chises and the dealer
obtain the feedback from the customers and they are sent through
the      liaison        officer        on      a     day-to-day           basis         to      Reliance
Communication. The dealer has to invest Rupees. One Lakh as an
initial investment.              The dealer of Reliance Communi cation is not
allowed to provide any other operators' service.
Target set for distributors and the dealers is 100 -150 activations
per    month.           Hence        the dealers           can     also      go     for       their   own
promotions like banners and discounts on festivals etc.                                               The
d e a l e r p r o v i d e s s e r v i c e p r o m p t l y. T h e c o n s u m e r o n p r o v i d i n g t h e
bill of purchase for the handset and proof of residence has only
to wait an hour before getting connected. The staff of the dealers
and     the     franchisees           are     provided         training        by       the     Reliance
Communication personnel.
The complaints encountered by the franchisees and dealers are
either handset being non -functional or the SIM Card not getting
a c t i v a t e d . A n yt h i n g m o r e c o m p l i c a t e d i s r e f e r r e d t o t h e m a i n
Reliance Communication office in Delhi.
SERVICES OF RELIANCE COMMUNICATION
Reliance Communication Prepaid Cell phone connection
Go mobile with a Reliance Communication Prepaid cell mobile
p h o n e a n d c o n t r o l h o w m u c h yo u s p e n d w i t h t h e b e s t P r e p a i d c e l l
p h o n e t a r i f f p l a n . B u y a s p e c i a l P r e p a i d m o b i l e h a n d s e t f o r yo u r
Reliance Communication Prepaid cell phone connection with our
Prepaid mobile handset offers. To keep talking without any talk
time or validity hassles make use of our flexible recharging
o p t i o n s f o r yo u r R e l i a n c e C o m m u n i c a t i o n P r e p a i d S I M c a r d s :


                                                    49
Prepaid recharge cards, eTopUp and Direct Top -Up. It’s easy to
find a Prepaid recharge top up too: we’ve got Prepaid outlets
e v e r yw h e r e , s o t h a t yo u c a n s t a y c o n n e c t e d w h e r e v e r yo u a r e .
A n d t h a t ’ s n o t a l l – yo u c a n a l s o s u b s c r i b e t o o u r u n i q u e P r e p a i d
cell phone services and Prepaid mobile phone offers and make the
m o s t o f yo u r R e l i a n c e C o m m u n i c a t i o n P r e p a i d S I M c a r d s i n
India.
Prepaid mobile phone tariff plan
Reach out to the world with a Reliance Communication Prepaid
SIM      card      without         w o r r yi n g    about      mob ile       Prepaid       recharge
minutes and Prepaid phone rates. Select a Prepaid mobile phone
t a r i f f p l a n t h a t w o r k s f o r yo u . C h o o s e yo u r P r e p a i d m o b i l e p h o n e
tariff plan
Prepaid phone services
Subscribe         to    Reliance         Communication’s               unique         Prepaid       cell
phone        services           and      make         the       most     of        yo u r   Reliance
Communication mobile phone. For our Prepaid cellular services,
click here
Bonus Cards
C h a r g e yo u r P r e p a i d p h o n e a n d e n j o y s l a s h e d P r e p a i d p h o n e r a t e s
w i t h B o n u s C a r d s f o r yo u r R e l i a n c e C o m m u n i c a t i o n P r e p a i d c e l l
phone tariff plans. Read more
Reliance Communication Postpaid
Go Reliance Communication with a new Reliance Communication
P o s t p a i d c o n n e c t i o n a n d t a l k w i t h o u t w o r r yi n g a b o u t y o u r b i l l .
Become a Reliance Communication Postpaid user with a Postpaid
mobile       handset         for      yo u r   SIM         by   making        use      of   Reliance
Communication’s mobile handset offers. Make the most out of
every       penny        yo u      spend       by         choosing      the        right    Reliance
C o m m u n i c a t i o n P o s t p a i d t a l k p l a n . A n d i f yo u w a n t t o k n o w
w h i c h p l a n s u i t s yo u r u s a g e b e s t , a s k u s – w e ’ l l b e h a p p y t o h e l p .
What’s        more       –      you      can        also    subscribe         to     our    Reliance
Communication Postpaid offers and reduce expenses even more.
T a k e a l o o k a t t h e v a r i o u s s e r v i c e s w e h a v e f o r yo u a n d u s e yo u r


                                                     50
phone for many more than just making calls. And when it comes
t o p a yi n g yo u b i l l t h a t ’ s e a s y t o o ! W e ’ v e g o t a w i d e v a r i e t y o f
R e l i a n c e C o m m u n i c a t i o n P o s t p a i d b i l l p a ym e n t o p t i o n s . C h o o s e
t h e p a ym e n t o p t i o n t h a t w o r k s b e s t f o r yo u . I f y o u n e e d h e l p ,
come to us we’ll be happy to help!
Sounds good? Check out all the benefits that come along with a
Reliance Communication Postpaid SIM card, and it’ll sound even
better!
World Calling Cards
S a v e u p t o 3 0 % o n yo u r I S D & S T D c a l l s w i t h W o r l d C a l l i n g
Card        from         Reliance            Communication                  for       yo u r      Reliance
Communication mobile phones. World Calling Card from Reliance
C o m m u n i c a t i o n i s a P r e p a i d l o n g d i s t a n c e c a l l i n g c a r d t h a t yo u
c a n u s e w i t h yo u r R e l i a n c e C o m m u n i c a t i o n P r e p a i d a n d P o s t p a i d
mobile phones to make ISD & STD calls. That’s right – you don’t
n e e d i n d i v i d u a l I S D c a l l i n g c a r d s a n d S T D c a l l i n g c a r d s a n ym o r e .
W i t h t h e h e l p o f t h i s P r e p a i d W o r l d C a l l i n g C a r d , yo u c a n k e e p a
t a b o n yo u r l o n g - d i s t a n c e c a l l e x p e n s e s . P l u s n o s e c u r i t y d e p o s i t .
It’s eas y to buy World Calling Cards in India. World Calling
C a r d s a r e a v a i l a b l e a t yo u r n e a r e s t R e l i a n c e C o m m u n i c a t i o n
Store, Reliance Communication Mini Store or at any shop that
d i s p l a ys t h e “ W o r l d C a l l i n g C a r d ” s i g n .
World Calling Card rates
M a k e t h e m o s t o f yo u r R e l i a n c e C o m m u n i c a t i o n m o b i l e p h o n e
while making long distance calls with the special World Calling
C a r d r a t e s m e a n t t o h e l p yo u s a v e m o n e y. C h e c k o u t W o r l d
Calling Card rates                   International Prepaid calling cards Scratch
t h e s i l v e r f o i l o n t h e c e l l p h o n e c a l l i n g c a r d f o r I n d i a t o g e t yo u r
secret 12-digit PIN. Dial the toll free number on the back or
50118 / 50218 and enter the PIN from your Prepaid World Calling
C a r d . T o m a k e a n S T D c a l l w i t h yo u r P r e p a i d m o b i l e p h o n e c a r d ,
dial ´0´ followed by the STD code and then the phone number.




                                                       51
Gulf Calling Card
N o w yo u c a n c a l l t h e G u l f a t t h e l o w e s t p o s s i b l e c a l l i n g c a r d
rates with the best Prepaid phone card for the Gulf.
Reliance Communication Home Calling Card
H e r e ’ s a w a y y o u c a n s a v e o n yo u r i n t e r n a t i o n a l r o a m i n g b i l l
while calling home – use the Prepaid Home Callin g Cards from
R e l i a n c e C o m m u n i c a t i o n t o c a l l t o I n d i a t o a n yw h e r e e l s e i n t h e
world while travelling abroad. Reliance Communication Home
C a l l i n g C a r d i s a P r e p a i d c a l l i n g c a r d t h a t a l l o w s yo u t o m a k e
calls from landlines, PCOs & mobile phones from over 100
countries.          And      helps       yo u      save      up     to    90%        as    compared            to
International Roaming charges! So talk more, spend less and
a l w a ys s t a y c o n n e c t e d .


Home Calling Card rates
Make the most                  of    yo u r R e l i a n c e C o m m u n i c a t i o n P r e p a i d &
Postpaid cell phone while making lon g distance calls with the
u n i q u e H o m e C a l l i n g C a r d r a t e s a n d s a v e m o n e y. C h e c k o u t t h e
Home         Calling         Card        rates       Need         help      with        yo u r     Reliance
Communication Prepaid Home Calling Card for India?
F o r d i a l i n g i n s t r u c t i o n s , c o u n t r y/ c i t y c o d e s i n f o r m a t i o n , a c c e s s
n u m b e r i n f o r m a t i o n , c a r d e x p i r a t i o n d a t e o r a n yt h i n g e l s e , j u s t
call Reliance Communication Care on 111 (toll free). Mumbai
subscribers should call 50119 (toll free)
Reliance Communication PCO
Want        to      start       making          some         m o n e y?       Install        a     Reliance
C o m m u n i c a t i o n P C O i n yo u r h o u s e o r s h o p , a n d s t a r t e a r n i n g
today with fixed cellular terminals. It´s easy to install, maintain
and use – and provides uninterrupted service. It doesn´t even take
up that much space! Read more
Reliance Communication Handy phone
Introducing the landline that’s loaded with all the features of a
cell      phone          -     including            low        call       rates.        And        Reliance



                                                       52
Communication Handy phone aren’t that expensive either. You
c a n m a k e o n e yo u r s f o r a s l i t t l e a s R s 1 9 9 9 .
Key features:
Calls to any 3 Reliance Communication numbers @ 20p / min
Calls to all local mobile phones @ 40p / min
Free local & STD calls every month




                                                  53
    CHAPTER - 2




RESEARCH
  METHODOLOGY




           54
RESEARCH METHODOLOGY
a) Title:
Customer Satisfaction Survey on Relian ce Communication
i. Title Justification
Keeping in mind the above considerations, the purpose of this
project report is to enable the marketer to understand customer’s
needs       and       maximise             wealth       generation          taking        Reliance
communication as a special case of mobile services i.e. CDMA
technology and GSM technology is a tool surrounded with many
misconceptions and hence a marketer has to create awareness.
The report would highlight the problems within the industry
regarding the mobile service plan of the various Mobile vendors.
b. Objective
Objective One: To assess the nature of Reliance communication
marketing, penetration strategy in view of customer satisfaction;
O b j e c t i v e T w o : T o a n a l yz e t h e c u s t o m e r s a t i s f a c t i o n b e h a v i o r
and customer delight behavior of the Reliance communication
c. Scope of the Study
The Indian telecommunications industry is one of the fastest
growing in the world and India is projected to become the second
largest telecom market globally by 2010.
In April 2008, India overtook the US a s the second largest
wireless       market,        and     as    a   pointer       to    the    increasing         global
influence        of    Indian       telecom        companies,          seven      Indians        have
featured in the list of the world's 100 most influential telecom
leaders, compiled by Global Telecoms Business, an ind ustry
magazine.
According to CRISIL Research estimates, eight infrastructure
sectors, which include the telecom sector, are expected to draw
more than US$ 345.28 billion investment in India by 2012.                                        And
the growing telecommunication industry required lot of customer
satisfaction to sustain the business.
d. Significance of the Study



                                                  55
A c c o r d i n g t o a F r o s t & S u l l i v a n i n d u s t r y a n a l ys t , b y 2 0 1 2 , f i x e d
line revenues are expected to touch US$ 12.2 billion while mobile
revenues will reach US$ 39.8 billion in Ind ia. Fixed line capex is
projected to be US$ 3.2 billion, and mobile capex is likely to
touch US$ 9.4 billion.
Further, according to a report by Gartner Inc., India's mobile
subscriber base is projected to exceed 737 million connections by
2012 growing at a compound annual growth rate (CAGR) of 21
per cent and India is likel y to remain the world's second largest
wireless market after China in terms of mobile connections. The
overall cellular services revenue in India is projected to grow at
a CAGR of 18 per cent from 2008-2012 to exceed US$ 37 billion.
Cellular market penetration will rise to 60.7 per cent from 19.8
per cent in 2007.
GSM companies added over 6.3 million new customers in June
2008, (excluding the GSM subscriber base of Reliance Telecom)
crossing the 212 million mark, with a growth of 3.07 per cent
over May 2008, according to the Cellular Operators' Association
of India (COAI).
e. Research Design
Data has been collected through one to one interaction and
discussion with various people who are involved in the business
of mobile services as Sales manager, mobile services, Marketing
Manager Customers and others. Newspapers, Internet, Magazines
and Journals would provide ample material about latest trends
and practices in insurance industry.                               Reliance communication
organizes various outdoor activities to boost its business and
brand. Interaction with customers during such outdoor activities
would enable to understand the success ratio of such kind of
outdoor activities. Various products of the compa ny would be
discussed with respect to their benefits and advantages. Various
i n s u r a n c e p l a ye r s w o u l d b e c o m p a r e d w i t h r e s p e c t t o t h e i r m a r k e t
share and products that they offer.



                                                    56
           Primary   Data   has    been   collected    through        discussions        and
           observation of various people involved in the business whereas
           Secondary    Data    through    annual     reports    of     the     c o m p a n y,
           newspaper, magazines, journals and internet.
           f. Sampling Methodology
i.                     Chosen     for   comparison     of   customer          satisfaction
           survey of Reliance Communication
ii.                    Sampling chosen with the Random method
iii.                   Sampling Area would be Delhi and NCR
iv.                    Sample Size: 100
           g. Limitation
            Only Delhi & NCR region covered for this report because of
           not availability of time and resource.
            Also for sales and mobile services company are not sharing
           more internal information either on internet or ready to give.




                                             57
FACTS
AND
FINDINGS




           58
FACTS AND FINDINGS


1       W h a t i s yo u r a g e ?
       (a) Under 18                                  (b) 18-30
       (c) 31-50                                (c) Over 50


Age of the customer                       Responses
0-18                                      17%
18-30                                     47%
31-50                                     22%
Over 50                                   14%


2      A r e yo u :
       (a) Male                                 (b) Female


Male                                                          50%

Female                                                        50%




                                     59
3     W h a t i s yo u r p r o f e s s i o n ?
      (a) Serviceman                                        (b) Business Man


      (c) Student                                           (d) House Wife
      (e) Farmer                                            (f) Others


Occupation of respondent                                          Responses
Serviceman                                                        30%
Business Man                                                      20%
Student                                                           25%
House wife/Girls                                                  10%
Farmer                                                            0%
Others                                                            15%




4     D o yo u c o n s i d e r t h e R e l i a n c e C o m m u n i c a t i o n h a s a
successful product?
      (a) Yes                                               (b) No


Reliance communication successful
product                                                           Responses
Yes                                                               78%
No                                                                22%




                                                 60
    5        D o e s t h e R e l i a n c e C o m m u n i c a t i o n m e e t yo u r n e e d s b e t t e r
    than other mobile                   service on the market?
             (a) Yes                                                (b) No


     Reliance Communication fulfil the
     needs                                                          Responses
     Yes                                                           85%
     No                                                            15%




6   D o yo u t h i n k t h e R e l i a n c e C o m m u n i c a t i o n i s a h i g h q u a l i t y
    product relative to other mobile phones service provider?
             (a) Yes                                                (b) No


    Quality Product                                                Responses
    Yes                                                            66%
    No                                                             34%




                                                       61
     7        Is the Reliance Communication unique and innovative?
              (a) Yes                                                 (b) No


      Reliance Communication
      uniqueness                                                   Responses
      Yes                                                         72%
      NO                                                          28%




8.   D o e s t h e R e l i a n c e C o m m u n i c a t i o n s o l v e p r o b l e m s yo u h a d w i t h
     y o u r l a s t m o b i l e s e r v i c e P r o v i d e r C o m p a n y a n d a l l o w yo u d o
     c a r r y o u t t a k e s yo u r l a s t p h o n e c o u l d n o t ?
              (a) Yes                                                 (b) No


      Reliance Communicati on solve
      problems                                                    Responses
      Yes                                                         68%
      NO                                                          32%




                                                         62
9     H a s t h e R e l i a n c e C o m m u n i c a t i o n r e d u c e d yo u r m o b i l e
phone costs?
      (a) Yes                                                (b) No




Reliance Communication reduced your mobile
phone costs                                                                      Responses
Yes                                                                              42%
NO                                                                               58%


10    W h a t i s yo u r p r i m a r y u s e f o r t h e R e l i a n c e C o m m u n i c a t i o n ?
      (a) Phone calls                                        (b) Internet browsing
      (c) Email                                              (d) Music
      (e) Camera                                             (f) Other


Primary use for the Reliance Communication                                        Responses
Phone Calls                                                                      16%
Internet Browsing                                                                32%
E mail                                                                           23%
Music                                                                            13%
Camera                                                                           7%
Other                                                                            9%




                                                63
11   W h e n b u yi n g t h e R e l i a n c e C o m m u n i c a t i o n w h a t f a c t o r m o s t
     i n f l u e n c e d yo u r d e c i s i o n ?
              (a) Price
              (b) Reliance Communication brand
              (c) Available on the various call package
              (d) Products features
              (e) Other


      Factor most influenced your decision                                          Responses
      Price                                                                        12%
      Reliance Communication Brand                                                 43%
      Available with Various package                                               4%
      Product features                                                             35%
      Others                                                                       6%




                                                       64
DATA ANALYSIS
AND
INTERPRETATION




                 65
DATA ANALYSIS AND INTERPRETATION




Interpretation: Over the 47% of the people of 100 people which
is our sample size comes from           age group of 18 -30 while 22%
customer has age group of 31 -50 it is significant approach for
this kind of survey because Reliance Communication targeting
this   age   group   more   and   more    because   this   age   group   is
technological savvy and has a good spending power of gadgets
i.e. Reliance Communication Reliance Communication




                                   66
Interpretation: It is known form the graph in our survey of 100
people , 50% Male and 50 % female co ntributed to give balance
figure that what impact does it mean for Female and male.




                               67
               Occupation of the respondents

               15%
                                                            serviceman
          0%
                                          30%               businessman
      10%                                                   student
                                                            housewife
           25%                        20%                   farmer
                                                            others




Interpretation: The occupation of the respondents was very
much fluctuating. This is done so as to gain more knowledge
a b o u t t h e d i f f e r e n t s t r a t a o f t h e s o c i e t y. A l s o f r o m t h e r e s u l t
clearly mentioned that 30 % people are service man including
working in Private firm, MNC or multinational organization.
While 25 % are student because we want to know that how new
g e n e r a t i o n i s a w a r e a b o u t t h e i m p a c t o f f i l m o n yo u t h a p a r t f r o m
this 10 % respondents is house wife why house wife a significant
contribution purchasing of the product.




                                                  68
Interpretation:             Do      yo u    think Reliance              Communication                is   a
successful product for end user this is significant contribution
towards the study of the Reliance Communication                                       new launched
Reliance Communication new offer in the market where 78%
p e o p l e s u g g e s t e d t h a t ye s t h e y t h i n k R e l i a n c e C o m m u n i c a t i o n h a s
a   successful          product            while     22%       still     believe       no     Reliance
Communication is not made for th e Indian customer because of
the price and feature which is not supported to the Reliance
Communication many features.




                                                    69
I n t e r p r e t a t i o n : M e e t yo u r n e e d s w h i c h o n e s e g m e n t t e l l s a b o u t
the Indian mobile service industry growth while asking this
question to the 100 customer 85% Reliance Communication using
c u s t o m e r s u g g e s t e d t h a t ye s t h e y a r e v e r y h a p p y a n d R e l i a n c e
Communication meet all there expectation while they are using
Reliance Communication also 15% customer suggested that no
many feature is still not working so Reliance Communication is
not worth for him.




                                                  70
Interpretation: As shown in the graph 66% people from our
sample size i.e. 100 people still think Reliance Communication is
a q u a l i t y p r o d u c t a n d i t i s w o r t h f o r b u yi n g w h i l e 3 4 % p e o p l e
s t i l l t h i n k o u t o f 1 0 0 p e o p l e i t i s n o t t o w o r t h o f b u yi n g r e l i a n c e
communication but defiantly has a own unique feature but it is no
an unique quality product.




                                                   71
Interpretation: According to our survey result 72% people think
that   ye s   Reliance   Communication   has   a   unique   and   very
innovative product form the Reliance Communication because it
has many unique feature which is generally not found with any
company now facing with the customer who is not happy with the
kind of service or feature that Reliance Communication Reliance
Communication has in built and so deny that it has not any
distinctive uniqueness as compare to the other phone.




                                 72
Interpretation: This question targeting only those customer who
b u yi n g R e l i a n c e C o m m u n i c a t i o n p r o d u c t   due to of their features
and the and the new facilities that provided by the Reliance
Communication s in this phone.
Now focus on the data finding by the survey result 68% customer
s a ys ye s t h e y p u r c h a s e R e l i a n c e C o m m u n i c a t i o n b e c a u s e o f t h e
many features like internet connectivity which is solving business
problem and the daily problem of the customer which is not
available in the last phone of the customer.




                                                    73
Interpretation: To taking the market advantage by Reliance
Communication    we   try   to   ask    customer,   is   there   any   cost
advantage they will get after purchasing Reliance Communication
because most of the Indian customer is very price sensitive. 55%
customer suggested that Reliance Communication             reduced their
cost because of the attachment plan w ith Airtel and Vodafone.
While 48% people which is highly rich people suggested yes this
phone is reduced phone expenses because of the feature and the
other option is available in the phone.




                                   74
I n t e r p r e t a t i o n : W h y p e o p l e b u yi n g R e l i a n c e C o m m u n i c a t i o n t h i s
question will more focus on the primary uses of the people how it
w i l l a f f e c t t h e c u s t o m e r b u yi n g b e h a v i o r o f t h e p e o p l e . 3 2 %
people out of 100 people suggested that they purchased Reliance
Communication                 because the wanted to access their internet
f a c i l i t y w h i l e c h e c k i n g i n t e r n e t i n f l u e n c e d 2 3 % c u s t o m e r b u yi n g
behavior          also.      Music         and       phone        calls       influenced           people
p u r c h a s i n g b e h a v i o r b y 1 3 % a n d 1 6 % r e s p e c t i v e l y.




                                                     75
.




    Interpretation: Factor most influenced for purchasing of the
    Reliance Communication gives and insight to know about the
    customer perceive value through which company may cover more
    space in the market. Reliance Communication brand is the most
    influential    thing    for   the    customer        to    purchasing     Reliance
    Communication while 43% people suggested that they go for
    Reliance      Communication       because     of     the   brand   name    of   the
    Reliance      Communication.        35%     people    purchase     the    Reliance
    Communication because of the product features that available
    with the Reliance Communication. Price is only influential by th e
    12% because as compare to the other nation cost of the Reliance
    Communication,         Reliance     Communication           launched     with   the
    premium price of the phone




                                           76
CONCLUSION




             77
CONCLUSION


With its target customer clearly defined, Reliance had to ensure
its offerings were tailored to suit the group's preferences. The
last insight, for instance, was a potential problem. Frequent
h a n d s e t c h a n g e s f i t s i n b e t t e r w i t h G S M t e c h n o l o g y. I n C D M A
technology (which Tata Teleservices and, therefore, Reliance
offers), the SIM card is usuall y embedded in the phone. Which
means a handset upgrade involves an entirely new connection,
complete with new number.
 Reliance Mobile worked around it by introducing CDMA phones
with RUIM (removable user identity module) technology, sim ilar
to GSM phones, offering users the convenience of upgrading their
phones without having to change their number or re -entering their
address book. Then, it was important to be pocket -friendly --
young customers aren't likely to have huge disposable inco mes,
although they will demand cutting -edge technology and style.
 Reliance's handsets are therefore named and priced to appeal to
its target audience -- Kewl retails at Rs 3,999, while vBling sells
for Rs 2,500, which is about half the price at which com petitors
will sell similar handsets. "We looked at a combination of looks,
f e a t u r e s a n d m o r e a f f o r d a b l e h a n d s e t s a s t h e yo u t h n e e d s t yl e b u t
also value
O u t r a g e o u s , f l a m b o ya n t , u n c o n v e n t i o n a l m a v e r i c k e n t r e p r e n e u r
Richard Branson is all that, and more. So it really wasn't too
surprising when the billionaire chairman and founder of the
Reliance group decided to fling him down from the roof of a
Mumbai five-star hotel last month. The bungee jump was his way
of launching the Reliance Mobile brand in India. Th ere is no
point      in     Reliance         doing        a n yt h i n g ,   unless       we      can     make        a
difference".




                                                     78
79
RECOMMENDATION




                 80
    RECOMMENDATION


    Some of the recommendation for the Reliance communication
    would be following here.
       Reliance communication need to fo cus more in to middle
    segment of the customer because they are very price sensitive and
    they ready to take an advantage of this.
       Reliance communication need to focus more in to connectivity
    problem because customer satisfaction depends upon this.
       Reliance communication need to focus cheap availability of
    the Data Card which is one of the Internet provided b y the
    c o m p a n y.
       Reliance communication need to change there customer
    segmentation like Tata Indicom which focus more towards luxury
    segment like Blackber ry roll out.
       Customer Satisfaction is more or less depends upon what
    customer perceive with the brand and Reliance communication is
    the well discussed brand among the customer which is good sign
    for the company reliance can keep continue with this strategy .




                                     81
BIBLIOGRAPHY




               82
     BIBLIOGRAPHY


     a) Books Referred to:
1.            Kotler Philip, "Marketing Management", Prentice Hall of
     India, 2004.
2.            Sirkin, Harold L; James W. Hemerling, and Arindam K.
     B h a t t a c h a r ya   (2008-06-11).           GLOBALITY:               Competing           with
     E v e r yo n e f r o m E v e r yw h e r e f o r E v e r y t h i n g . N e w Y o r k : B u s i n e s s
     Plus, 304. ISBN 0446178292.


     b) Journals referred to
     (1) Harvard Business Review
     (2) Business Today


     c) Magazines referred to
     Insured India.


     d) Internet referred to:
     i. Sites
     (1) www.reliancelifeinsurace.com
     (2) www.IRDA.in
     ii. Search Engines
     www.google.co.in




                                                      83
ANNEXURE




           84
     QUESTIONNAIRE


     1         W h a t i s yo u r a g e ?
              (a) Under 18                                                    (b) 18-30
              (c) 31-50                                               (c) Over 50

     2        A r e yo u :
              (a) Male                                                (b) Female

     3        W h a t i s yo u r p r o f e s s i o n ?
              (a) Serviceman                                          (b) Business Man


              (c) Student                                             (d) House Wife
              (e) Farmer                                              (f) Others

     4        D o yo u c o n s i d e r t h e R e l i a n c e C o m m u n i c a t i o n h a s a
     successful produ ct?
              (a) Yes                                                 (b) No

     5        D o e s t h e R e l i a n c e C o m m u n i c a t i o n m e e t yo u r n e e d s b e t t e r
     than other mobile                    service on the market?
              (a) Yes                                                 (b) No

6    D o yo u t h i n k t h e R e l i a n c e C o m m u n i c a t i o n i s a h i g h q u a l i t y
     product relative to other mobile phones service provider?
              (a) Yes                                                 (b) No

     7        Is the Reliance Communication unique and innovative?
              (a) Yes                                                 (b) No


8.   D o e s t h e R e l i a n c e C o m m u n i c a t i o n s o l v e p r o b l e m s yo u h a d w i t h
     y o u r l a s t m o b i l e s e r v i c e P r o v i d e r C o m p a n y a n d a l l o w yo u d o
     c a r r y o u t t a k e s yo u r l a s t p h o n e c o u l d n o t ?
              (a) Yes                                                 (b) No

     9        H a s t h e R e l i a n c e C o m m u n i c a t i o n r e d u c e d yo u r m o b i l e


                                                         85
     phone costs?
              (a) Yes                                                (b) No

     10       W h a t i s yo u r p r i m a r y u s e f o r t h e R e l i a n c e C o m m u n i c a t i o n ?
              (a) Phone calls                                        (b) Internet browsing
              (c) Email                                              (d) Music
              (e) Camera                                             (f) Other

11   W h e n b u yi n g t h e R e l i a n c e C o m m u n i c a t i o n w h a t f a c t o r m o s t
     i n f l u e n c e d yo u r d e c i s i o n ?
              (a) Price
              (b) Reliance Communication brand
              (c) Available on the various call package
              (d) Products features
              (e) Other




                                                        86

				
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