EXPRESSING OURSELVES1) Rituraj Hans2) Soumyadeep Roy3) Rahul Bhattacharjee4) Rik Sarkar5) Amitabha Chakraborty6) Siddhart Routhray7) Aswini Kumar Singhania8) Prithwis Das9) Nikunj Girish Saglani10) Arnab Chakraborty11) Ujjawal Singh

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Indian Telecom Sector• Fastest Growing Sector – CAGR 27% (2009-10)

• Second Largest Telecom Market– Lowest tariff charges in the world– Wireless Subscribers – 729.57 Mn– Wireline Subscribers – 35.19 Mn– Teledensity – 64.34 (source: economics times,26th January,2011)

• 23 Circles - 4 Categories ( Metro, A, B & C)

• Bharti Airtel – Largest player with presence in 23 Circles

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5

Go-ahead to the CDMA technology

IND

IA

Private players were allowed in Value Added Services

National Telecom Policy (NTP) was formulated

1992

1994

1997

Independent regulator, TRAI, was established

NTP-99 led to migration from high-cost fixed license fee to low-cost revenue sharing regime

1999

2000

2002

BSNL was established by DoT

ILD services was opened to competition

Internet telephony initiated

Reduction of licence fees

2003

Calling Party Pays (CPP) was implemented

Unified Access Licensing (UASL) regime was introduced

Reference Interconnect order was issued

2004

Intra-circle merger guidelines were established

Broadband policy 2004 was formulated—targeting 20 million subscribers by 2010

2005

FDI limit was increased from 49 to 74 percent

Attempted to boost Rural telephony

2006

Number portability was proposed (pending)

Decision on 3G services (awaited)

2007

Department of Telecommunication (DoT) is the main body formulating laws and various regulations for the Indian telecom industry.

ILD – International Long Distance

Evolution

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EVOLUTION

• In 1992, Bharti entered the cellular market by launching services in Delhi.

• Soon extended to other places.• Cellular showrooms in 1995.• Value added services in 1997.

VALUE ADDED SERVICES

• STD/ISD• CALL LINE IDENTIFICATION• CALL WAIT/HOLD/DIVERT• VOICE MAIL• CALL CONFERENCE• AIRTEL ROAMING• 32K SIM CARD

CONTINUED…….

• RINGTONES AND LOGOS• TEXT MESSAGING• VERNACULAR SMS• SMS GAMES• MOBILE MESSENGER• MOBILE CHAT• TRAFFIC AND WEATHER UPDATE

AIRTEL-LEADERSHIP CAMPAIGN(LATE 90s)

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LEADERSHIP CAMPAIGN

• Bharti became the market leader.• Call rates Rupees 16/minute.• Global market saturation.• Essar searching for untapped potential.• Domestic players.

REDUCTION IN TARIFF RATES

Competition in the sector intensified Telecom players extended their horizons

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Source: TRAI Report

TOUCH TOMORROW

• Adding emotion to leadership.

• In 2000, Bharti launched its “TOUCH TOMORROW” campaign.

• To strengthen its relationship with customers.

TOUCH TOMORROW

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28 % Urban Population

Rapid Urbanization

Rising Income level

50% of the Indian population is below the age of 25, according to the CIA FACTBOOK.

The average age of an Indian is 33.

Changing Demographics

Source: Mckinsey Report

LIVE EVERY MOMENT

• Give Airtel a younger look.• To attract the youth.• The logo symbolized friendliness, energy and

innovation.

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Porter’s Generic Strategy

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Porter’s 5 Forces

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1. Threat from CompetitionWireless Market – Top 4 garnering 75% market share

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HIGH

Competitor Analysis

OP Margin Net Margin

Company Sep-07 Sep-08 Sep-072 Sep-083

Bharti 43.00% 38.00% 26.40% 19.30%

Rcom 37.90% 31.60% 23.90% 13.20%

IDEA 32.80% 26.60% 14.10% 6.50%

MTNL 23.70% 22.90% 7.00% 6.80%

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Best OP Margins & Net Profit Margins

among Peers

Source: CMIE November 2008

AMOU & ARPU Stats

838

461

303

88Russia

China

India

USA

0

2

4

6

8

10

Q1 2006 Q2 2006 Q3 2006 Q4 2006 Q1 2007

AR

PU

(U

SD

per

mon

th)

GSM CDMA

Minutes of Usage per Month – Mobile Services

ARPU* in India – Mobile Services

Despite a low teledensity of approximately 19 percent, India has the second highest minutes of usage per month. This offers huge growth opportunity to telecom companies.

The declining ARPU implies that India Inc. is tapping a large market at the bottom of the pyramid by reducing tariffs; thereby, enhancing affordability.

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2. Customer Bargaining Power Lack of differentiation among

Service Providers

Cut throat Competition

Low Switching Costs

Number Portability will have –Ve

Impact

Businesses & Consumers

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HIGH

3. Suppliers Bargaining Power

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LOW

4. Threat of Substitutes

Landline CDMA

Video Conferencing

VOIP - Skype, Gtalk, Yahoo Messenger e-Mail & Social Networking Websites

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BROADBAND SERVICES

DIMINISHING MARKET HIGH

5. Threat of New Entrants

Huge License Fees to be paid upfront & High

gestation period

Entry of MVNOs & WiMAX operators

Spectrum Availability & Regulatory Issues

Infrastructure Setup Cost - High

Rapidly changing technology

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LOW

SWOT

Strengths• Largest Telecom Player in

India - ~80Mn, 22.6%• Strategic Alliance with other

stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel

• Pan India Presence• Strong Financials

Weakness• Outsourcing of Core

Systems• Lack of emerging market

investment opportunity

Source: CMIE Report NOV 08

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SWOT

Opportunities• Bharti Infratel – Cutting

Down cost in Rural area• Match Box Strategy – Scale

of Penetration• Current Tele-Density – 30.6

is still low among developing countries

• Low Broadband Penetration, Rural Telephoney

Threats• India centric – Major

revenues from India• Falling ARPU & AMOU• Intense Competition &

Shortage of Bandwidth

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BCG Matrix for Bharti Airtel

LOWHIGH

HIG

HLO

W

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Mobile Services

DTH & IPTV

Broad Band

Future Growth Avenues

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A New look

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Road Map – Growth Path

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VPN & VoIP

WiMAX

3G

2G/2.5G

Breaking barriers?

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Grassroots connection

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Rural strategy

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THANK YOU !!

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