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Submitted by nandan2000 on August 8, 2008
Category: Miscellaneous
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I am analyzing two giants from telecom sector- Bharti Airtel and Reliance communication.
a) Business model/strategy-
Bharti Airtel- Airtel entered late in Indian market compared to its competitors like Orange( now Vodafone). But they signed superstar Sharukh Khan and Kareena Kapoor as their brand ambassador. Due to these stars, and good brand positioning Airtel gained initial momentum that every venture needs. Airtel now has largest mobile subscribers in India. Airtel usually perceived as innovative telecom operator. Airtel always was the first to study Indian market correctly and launched some schemes which other operator never thought of like lifetime prepaid service, e-recharge system, free roaming etc. thus other operators only imitated the schemes offered by Airtel.
Reliance communication.-Reliance communication enjoyed loyalty associated with “Reliance” brand. The company was first to offer mobile handsets at affordable cost to common man. Due to this initiative Reliance communication improved its position even in the rural market. Reliance also innovatively launched some schemes like Reliance-Reliance free calls which even help them to penetrate Indian rural and urban market deeply.
b) Product/Service Profile-
Bharti Airtel- Bharti Airtel is structured into three strategic business units - Mobile services, Telemedia services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The Telemedia business provides broadband & telephone services in 94 cities and is foraying into the IPTV and DTH segments. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel’s high-speed optic fibre network currently spans over 67,138 kms covering all the major cities in the country. It...
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