service marketing paging

7/27/2019 Service Marketing Paging

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PAGING SERVICES

*usto'er *are 3

/acilitating

Genuine advisors

'mpathetic

-ounselor

Sales 3

4'#T 9),' see7er

&ushy

ggresive

rticulate

:ynamic

#ensitive to &rices

chievers

3on compromising attitude

Tec%nical

&roficient

-omputer )iterates

*igh !Tech *igh *uman Touch

The paging industry rests on three pillars Openess, Mutuality and Trust. The

belief in the industry is that

PERSON is not just BEST the SERVICE must e BEST a!so an" to gi#e that BEST

SERVICE one shou!" insure RE$I%B$E, %CC&R%TE an" SPEE'(

CO))&NIC%TION *.

MARKETING OF SERVIE


7/39

PAGING SERVICES

%t has following features $

&eople 'uipment focus

2edium contact time

2edium customisation

2edium level of empowerment

/ront 4ac7 office value added

&rocess &roduct focus

$e#e! o+ Tangii!ity (n this basis the paging service can be placed on the

scale as given below $

Tangible

:ominant Pa!in! Ser"i#e

%ntangible

:ominant

MARKETING OF SERVIE


8/39

PAGING SERVICES

Customer Em-!oyee -resence "uring the ser#ice ,nder this the paging

service is ta7en as inter"ersonal service

Customisation o+ Ser#ice an" Em-owerment o+ Em-!oyees The paging

service can be placed in the grid as given below $

Em-owerment o+ $e#e! o+ customisation o+ ser#iceem-!oyees

)(; 2':%,2 *%G*

)(;

2':%,2 Pa!in! Ser"i#e

*%G*

The multidisciplinary nature of the academic inputs to services ma7es it difficult

to put elements of theory into practice. To ease the understanding a screen o+ ser#ice

analysis is employed. The screen is divided into three panels which contain a number of

components. %n the center lies the -eo-!e panel having two components$ ser#ce

-ro#i"ers customers. )eft panel consists of mo"e!which hasstructure, -rocess an"

contents as its components. The panel on the right is the mission panel and has

components namely -ro+itai!ity, /ua!ity, !oya!ty an" satis+action. /or the paging

service the screen can be depicted as given below $

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! Ser"i#e S#reen

M$del Pe$ple Missi$n

(perators &rofitability

#tructural -ustomer -are #alesforce )oyalty

&rocess Technical


10/39

PAGING SERVICES

MAR(ET )AC(GROUND * INDIA

= year old industry

&aging service licenses for => cities

?!5 operators per city

%nitial base projection at 5 la7h

2ar7et si6e estimated at $

1.8 la7h as of end!2arch 1" @#ource $ 9oice :ata Auly"B

=.=5 la7h as of end!2ay 1" @#ource $ -ommunications Today Auly!ug "B

C.= la7h as of end!#ep 1" @#ource $ +&G &resentation;orld &aging -ongressB

C.5 la7h as of end ! :ec 1" @ #ource $ 4rand 'uity :ec 1" B

? la7h as of end 2ar 1> @ #ource $ %ndian &aging #ervice ssociation B

verage penetration for => cities is 0.C0 as of end!2ay "

2onthly +ate of service is +s. =50 per alpha numeric subscriber and +s. 150

per numeric subscriber @ plus 5 D surcharge for both B

/orced positioning as a lower status symbol meant for those who cannot

afford a cellular

-orporate sector was expected to be a major chun7 of the subscriber but it

could account for only 15 D of the subscribers contrary to the aim of 50 D of

the mar7et

%nternationally cellulars and pagers go side by side but here they are pitting

against each other

-ommunication value of the pager not yet exploited

2otorolas the brand name synonymous with the industry of pagers

MARKETING OF SERVIE


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PAGING SERVICES

&agers are being pushed as Efreebies which has created an artificial boost

The mar7et does not respond to the promotion schemes

There is a resistence in terms of price

The Top 8 pager cities are as $

! 3ew :elhi ?>000

! )udhina 1=500

! -alcutta 1000

! hemdabad =1000

! *yderabad 1"000

! 2umbai >8000

! 4anglore C0000

! -hennai C0000

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! Mar+et Sie )y City - end Mar /0 "s end De# /0 1

45774

16462

15700

14202

5982

5540

3521

3323

1753

55249

19762

21763

15663

13254

6601

6727

4201

3892

2433

9030

26460

33444

0 20000 40000 60000

Mumbai

Delhi

Bangalore

Chennai

Ahmedabad

Calcutta

Chandigarh

Pune

adodara

!ai"ur

#rna$ulam

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! Mar+et Sie )y City - end De# /0 1

78000

47000

30000

30000

21000

19000

12500

6727

4201

3892

2433

16000

0 20000 40000 60000 80000

%&derabad

#rna$ulam

!ai"ur

adodara

Pune

Chandigarh

Calcutta

Ahmedabad

Chennai

Bangalore

Delhi

Mumbai

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! Penetrati$n )y City - as $2 end Mar /0 1

0'38

0'31 0'26

0'340'26

0'07

0'89

0'18

0'26

0'18

0'13

0

0'1

0'2

0'3

0'4

0'5

0'6

0'7

0'8

0'9

Mumbai

Delhi

Bangalore

Chennai

Ahmedabad

Calcutta

Chandigarh

Pune

adodara

!ai"ur

#rna$ulam

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! Ser"i#e Su%s#ri%ers - as $2 end De# /0 1

29(

18(12(

7(

8( 2( 8( 1( 5( 1(6(

3(

Mumbai

Delhi

Chennai

Calcutta

Pune

Bangalore

adodara

Ahmedabad

!ai"ur

Chandigarh

#rna$ulam%&derabad

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Mu3%ai - end De# /0 1

33(

17(

50( %otline

Mobilin$

Pagelin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Del'i - end De# /0 1

57(

36(

4(

3(*P+

#a,&Call

Pagelin$

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Cal#utta - end De# /0 1

45(3(

44(

8( ModiPage

#a,&Call

Pagelin$

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are C'ennai - end De# /0 1

38(

2(

49(

11( *P+

#a,&Call

ModiPage

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are )an!l$re - end De# /0 1

30(

2(

55(

13(

%otline

#a,&Call

Ma-"age

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are A'e3da%ad - end De# /0 1

24(

33(

29(

14(

*P+

Ma-"age

Pagelin$

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Pune - end De# /0 1

2(

67(

31(#a,&Call

Ma-"age

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Vad$dara - end De# /0 1

56(

3(

41(

.e,ton

#a,&Call

Ma-"age

MARKETING OF SERVIE


24/39

PAGING SERVICES

Mar+et S'are C'andi!ar' - end De# /0 1

43(2(

55(

ModiPage

#a,&Call

Ma-"age

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are 4aipur - end De# /0 1

93(

7(Modi"age

#a,&Call

MARKETING OF SERVIE


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PAGING SERVICES

Mar+et S'are Erna+ula3 - end De# /0 1

9(

30(

61(

BP/

#a,&Call

,haMartin

MARKETING OF SERVIE


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PAGING SERVICES

(ey Pa!in! Players - end sep5/0 1

4rand -ompany

4&) 4&) #ystems and

&rojects

'asy -all 'asy-all %ndia

2atrix %ndia

4- %ndiaTelesistem %ndia

*otline paging &agepoint F rya

2ax&age *utchison 2ax

Telecom

2obilin7 :##

&agingF:almiaF%ndia

TelecompF2T

2odi&age 2odi Telecoms F T&age)in7 2icrowave

-ommunications

+&G +&G &aging

,sha 2artin ,sha 2artin Telecom

;eston ;eston &agers

MARKETING OF SERVIE


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PAGING SERVICES

(ey Pa!in! Players 6 City Penetrati$n - end sep5/0 1

3

4ran, Total No0 o)

*ities

4&) =

'asy -all =5

*otline 5

2ax&age >2obilin7 10

2odi&age

&agelin7 >

+&G >

,sha 2artin 11

;eston

MARKETING OF SERVIE


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PAGING SERVICES

Pa!in! C$3panies 6 T'eir Su%s#ri%ers - De# /0 1

COMPANY NO. O7 SU)SCRI)ERS

Pa!elin+

&. Ma8

DSS M$%ile

RPG

M$di (T

Pa!ep$int

Easy#all

"1000

5"000

5"000

?5000

?=000

C"000

C0000

MARKETING OF SERVIE


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PAGING SERVICES

(ey Pa!in! Players 9 All India - end Au! /0 1

21(

18(3(14(1(

11(

2(14( 1( 15(

Pagelin$

Ma-Page

#a,& Call

ModiPage

BP/

%otline

0,ha

*P+

.e,ton

Mobilin$

MARKETING OF SERVIE


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PAGING SERVICES

(ey Pa!in! Players 9 All India - end De# /0 1

17(17(

13(

11( 9(

19(

4(

Pagelin$

%' Ma-

D Mobile

*P+

Modi

Page"oint

#a,&call

MARKETING OF SERVIE


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PAGING SERVICES

MAR(ET TRENDS

11 cities account for >=D of total mar7et @ as given earlier B

:eclining cost of pager units $

1!liner alpha +s. "500 to +s. C500 or lower

3umeric +s. C000 to +s. 1000 or even free

&redominantly alphanumeric mar7et

3umeric mar7et is pic7ing!up

'mphasis on the service component to build an independent brand euity

%ncreased value addition in services

Trial schemes are being introduced as a promotion scheme

MARKETING OF SERVIE


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PAGING SERVICES

MAR(ET P:ANS

'stablish a corporate identity

(ffer a premium service for the high end segment and a basic service for the

lower end of the mar7et

&rovide a level of service that is superior to what competition is offering

+educe the dissonance betweenthe two medias i.e the cellulars and pagers

'ducate the mar7et on the value of having a pager

'stablish visible and wide distribution networ7s

(ffer competitive pricing schemes

4undle service with other growing industries

MARKETING OF SERVIE


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PAGING SERVICES

OPPORTUNITIES

To develop consumer awareness and preference for a specific service provider

To expand and build the paging mar7et

To broaden the use of pagers

To reduce the subsidy of +s. =500 F unit provided to the consumer

To concentrate not only on direct sales and sales through dealers but also on

the retail sales as in case of cellulars

To promote group ! usage services @ eg. 'asycall providing complaint service

interaction B

To attac7 corporates by offering more customised service at a good value

To focus on message trac7 services i.e inter city connectivity

To add value by free of charge add!ons @ eg updates reviews and news B

MARKETING OF SERVIE


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PAGING SERVICES

CONSUMER )AC(GROUND

"0!>0D users buy a pager in a hurry

&eople do not study different brands

-onsumers measure satisfaction with pagers and not service

"0D users are unaware of service provider

-onsumers are more interested in acuiring a particular brand of pager

-ommon complaints are related to $

ccessibility of paging line

(perator inefficiency

%ncorrect message

3on!receipt of or missed messages

&ager users are limited to the traditional users $ doctors presidents and senior

executives businessmen

MARKETING OF SERVIE


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PAGING SERVICES

Se!3entati$n O2 Su%s#ri%ers As Per O##upati$n - De# /0 1

17(

16(

15(13( 7(

Doctor,

32(

Doctor,

M$tg

elem"

erice

Media

rael

MARKETING OF SERVIE


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PAGING SERVICES

PRO):EMS

-onditioned attitudes of consumers towards pagers as a lower status symbol@compared to cellulars B

-lash of technologies among cellulars and pagers

-ommunication value of the medium not fully exploited by the serviceproviders

rtificial boost through freebies at the primary level but failure to boostusership at secondary level

The subsidy per unit is a hindrance to the players

Too much dependence on temporary promotional measures

Target audience not clearly identified

&aging services are restricted to areas

MARKETING OF SERVIE


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PAGING SERVICES

7UTURE

lot needs to be done to uplift the image of pagers in the mindmap of the

consumers. The pager players have realised that something needs to be done right

away to attain uic7er growth. %t needs to ta7e a review from the very begining and

reposition the service as it was meant to be. The fight however is still tric7y. The

major tas7 at hand remains to create an independent and an eually strong identity of

its own distancing it from the high snob value gi6mos ! cellulars.

,ser conversions still have a long way to go before achieving a major

brea7through and build a segment of their own. lso individual service brands are still

in stiff competition all fighting to increase their own subscriber bases and targeting the

same consumers.

MARKETING OF SERVIE


39/39

PAGING SERVICES

S$ur#es O2 In2$r3ati$n

9oice :ata H 1" !1>

-ommunication Today H 1" !1>

%ndian &aging #ervice ssociation Print )ateria!

:isy-on H :ec 15

+&G &resentation H ;orld &aging -ongress

4rand 'uity H 15 ! 1>

p

service marketing paging

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