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The Indian Cellular Market Report and Forecasts 2010-2015

  • Publication Date:February 2010
  • Publisher:Visiongain
  • Product Type: Report
  • Pages:1
  • ISBN:191593

The Indian Cellular Market Report and Forecasts 2010-2015

Such is the interest in the Indian telecom industry that companies from all over the world must do business in the country with a population of over a billion people. But crucial questions remain unanswered regarding competition and service improvments that are vital for the development of the industry.

The much-awaited Mobile Number Portability (MNP) continues to deadlines, with the government now planning to launch MNP by the first week of May. How will this impact on churn rates throughout the country?
With Bharat Sanchar Nigam Ltd (BSNL) also launching 3G services in Bangalore to attempt to offer service differentiation, MNP's launch could result in greater switching between the mobile service providers.

MNP service implementation was delayed a couple of times, ever since initial notices 3 years ago. The reasons given for the delay are quoted as 'machinery required for the service', but is this really the case or are operators dragging their feet intentionally.

Questions also remain regarding private companies access to the 3G spectrum.

Though basic issues regarding competition and infrastructure may lag behind US and European markets, India leads he way in some services and applications. Mobile payment systems are already in operation in India in collaboration with Citibank and some local Indian banks. Nokia test their financial offerings in India because of its breadth of test subjects (over 500 million mobile subscribers), internet usage via mobile, and the prevalence of those without credit cards willing to transact with the new service. Is this an area where you should be operating? This report will tell you.

In this exclusive new research report, we have delivered an in-depth analysis of the mobile telecoms market in India offering unique analysis of its organisation, its potential and its cost structure. Understanding the market dynamics of the industry and the consumer mindset is central to delivering telecoms services in India, and this has also been analyzed in the report. Indian government representative urges telecoms operators to consider outsourcing network management; says brand key to long-term survival.
Faced with an increasingly competitive operating environment, India's mobile players are looking to outsourcing to ease the burden, according to a representative of the country's communications ministry.

"The majority of Indian operators have begun to outsource part of their operations," said Mrs Gupta from India's Ministry of Communications and Information Technology, speaking at Mobile World Congress on Wednesday.

Opportunities still exist for external organisations with Indian government representatives urging Indian telecom operators to consider outsourcing network management - maintaining that their brands are the key to their long-term survival. With increasingly competitive environments, Indian mobile operators are looking to outsourcing to ease their pressures. Shouldn't you be part of this market? This report will tell you how to capitalize on this opportunity.

Competitor intelligence of the major players have been studied in detail with specific regard to marketing strategies and current and future positions.

This exclusive 100+ page management report includes:

• An analysis of the Indian regulatory environment and how they affect telecom companies operating in India.
• A detail analysis of the Indian telecoms market keeping in mind the microeconomic perspective.
• An analysis of the forces of competition on a telecoms operator in India.
• An analysis of the Indian telecoms industry comparative advantage.
• An overview of the factors driving Indian economic growth.
• A study into the future technologies impending on the telecoms market in India.
• An analysis of the geographical structure if the Indian telecoms industry and the structure of license disposal.
• A study of the trends of FDi into the Indian telecoms industry.
• An overview of the infrastructure state in India with regards to network access.
• An analysis of the factors of supply and demand in the Indian telecoms industry.
• A study into the cost structures faced by a telecom operator in India.
• A study of the consumer mindset relating to choice of network operator.
• A forecast of various market variables to give an overview into where the telecoms industry is heading.

Who should buy this report?

• Directors, VP and Senior managers at telecom businesses
• Mobile/ Cellular carriers and operators in India and abroad
• Handset manufacturers
• Manufacturers of SIM related services
• Mobile handset security providers
• Brands looking to tap into the mobile audience
• Companies looking to invest in the Indian telecoms market

Do you want to harness those opportunities? You can stay ahead by ordering this report today.
Table of Contents

Chapter 1- Introduction
1.1 India, the growth story
1.1.1 Indian economic rankings
Figure 1.1: GDP of major countries (2009)
1.1.2 Reasons for India's growth
1.1.2.1 Improved productivity
Figure 1.2: Growth rates of major States in India
Figure 1.3: Gross Domestic Savings rate of different countries (2009)
1.1.2.3 Growth of Outsourcing
Figure 1.4: Offshore service locations
1.1.2.4 Growth Led By the Services Sector
Figure: 1.5 India GDP allocation by sector (2009)
1.1.2.5 Growth Led By Domestic Consumption
Figure 1.6: Factors for India's and China's growth
1.2 Growth of Indian telecoms industry
1.2.1 Forecast for India- 2015
Figure 1.7: Indian mobile market forecast (2005-2014)
1.2.2 Market structure
1.2.2.1 Major players market shares
Figure 1.8: Indian mobile industry market structure
1.2.2.2 Brief introduction of Major players
1.2.2.2.1 Bharti Airtel
1.2.2.2.2 BSNL
1.2.2.2.3 Reliance
1.2.2.2.4 Vodafone Essar
1.2.2.2.5 IDEA Cellular
1.2.2.2.6 Tata Communications
1.2.2.2.7 Aircel
1.3 Future potential
Figure 1.9: Future arenas for the telecom industry to conquer
1.3.1 Infrastructure sharing
Figure 1.10: Sharing networks for mobile operations
1.3.2 Managed services
Figure 1.11: Operations outsourcing - The restructuring of the value chain.
1.3.3 Virtual Private Network
Figure 1.12: Structure of a VPN network
1.3.4 Enterprise Telecom Services
Figure 1.13: Enterprise Services
1.3.5 3G
1.3.6 WiMAX
Figure 1.14: WiMAX technology connectivity potential
1.3.7 VAS (Value Added Services)
Figure 1.15: Array of Value Added Services
Figure 1.16: Division of VAS market India, 2009
1.3.8 Rural Telephony
Figure 1.17: Teledensity division between rural and urban India.
1.4 For whom is the report?
1.5 Focus of the report

Chapter 2- Structure of the telecom industry
2.1 Organisation of the industry
2.1.1 Telecom circles
Figure 2.1: Telecom circles in India
2.1.2 Different operators in each telecom circles
Figure 2.2: Operators in telecom circles
2.1.3 The regulatory body- TRAI (Telecom Regulatory Authority of India)
2.1.3.1 Government Policy and Guidelines
2.1.3.1.1 National Telecom Policy 1994 (full details in Appendix I)
2.1.3.1.2 New Telecom Policy 1999 (full details in Appendix II)
2.1.3.2 Guidelines for service provisions
2.1.4 The Indian telecom regulatory structure
Figure 2.3: Structure of Indian telecoms regulatory bodies
2.2 Factors that affect the organisation
2.2.1 Foreign Direct Investment scenario
2.2.2 FDI Trend
Figure 2.4: FDI Trend in Indian Telecom Industry
2.2.3 Recent regulations on FDI
2.2.2 Economic disparity
Figure 2.5: Economic disparity in India
2.2.3 Infrastructure issues and surcharge dispute
2.2.3.1 Infrastructure problem areas
2.2.3.2 Alternative option to the problem of infrastructure requirements
2.2.3.3 Problems relating to surcharges
2.2.4 Digital divide
2.2.4.1 Teledensity in Urban and Rural India
Figure 2.6: Digital divide in communication services (India)

Chapter 3- The Indian telecoms market (microeconomic perspective)
3.1 Type of industry (macroeconomics)
3.1.1 Methodology
3.1.2 Indian telecommunication industry type
Figure 3.1: Four firm concentration of the Indian communications market
3.2 Major factors of demand
3.2.1 Price
Figure 3.2: Price sensitivity of Indian consumer
3.2.2 Network availability
3.2.3 Customer satisfaction
Figure 3.3: Customer satisfaction survey of Indian telecom operators
Figure 3.4: Average waiting times for a customer to speak to a customer care executive
3.2.4 Brand
Figure 3.5: Ranking of brands in the Indian Telecom Industry
3.2.5 Offers
Figure 3.6: Effect of offers on the demand for services of an operator
3.2.6 Value Added Services
Figure 3.7: Survey of mobile VAS usage
3.2.7 Customer survey assessing the factors of demand
Figure 3.8: Customer survey for assessing the importance of attributes of demand
3.3 Major factors of supply
3.3.1 Infrastructure
Figure 3.9: Effect of sharing network on supply of services
3.3.2 Cost structure
Figure 3.10 : Break down of levies and duties
3.3.2.1 Decreasing ARPU's
Figure 3.11: Trend of ARPU in India (2006- 2015)
3.3.3 Handset availability
Figure 3.12: Market share of handset manufacturers
3.3.4 Competition
3.3.4.1 Tariff price war
Figure 3.13: Tariff trends in Indian telecommunication industry
3.3.4.2 Effect of Mobile Number Portability
Figure 3.14: Intention to switch mobile operator Pre and Post MNP
Figure 3.15: Effect of MNP by customer type
3.4 Demand and Supply curves
Figure 3.16: Demand and Supply condition in Indian telecoms industry
Figure 3.17: New Demand and Supply Condition in the Indian telecoms industry with increase in network infrastructure

Chapter 4- Forces of competition on a telecoms company in India
4.1 Porter's five forces analysis on a telecom company in India
4.1.1 The methodology of analysis
Figure 4.1: Porter's five forces model
4.1.1.1 Supplier Power
Figure 4.2: Suppliers for a network operator
4.1.1.2 Threat of new entrants
Figure 4.3: Growth potential for the Indian Telecom Industry
4.1.1.3 Threat of substitutes
Figure 4.4: Internet subscriber base in India (2000- 2015)
4.1.1.4 Buyer Power
4.1.1.5 Rivalry between firms
4.2 Competitive advantage India- Telecom industry perspective
4.2.1 The diamond (Porter) analysis of the Indian Telecommunications Industry
4.2.1.1 The model
4.2.1.2 The diamond explained
4.2.1.2.1 Factor Conditions
4.2.1.2.2 Demand Conditions
4.2.1.2.3 Related and Supporting Industries
4.2.1.2.4 Firm Strategy, Structure, and Rivalry
4.2.1.2.5 The Diamond as a System
4.2.1.2.6 Government's Role
4.2.1.2 Indian telecommunications industry (The Diamond)
Figure 4.5: Analysis of Indian Telecommunications Industry through Porter's Diamond

Chapter 5- The cost structure
5.1 How are costs divided for a telecom operator to operate in India?
5.1.1 Lisence charge
Figure 5.1: Lisence fees to a telecom operator in India
5.1.2 Other levies and duties
Figure 5.2: Duties and levies on a telecom operator in India
5.2 How operators price their services
Figure 5.3: Principle of pricing for a network operator in India
5.2.1 Role of Offers
5.3 Future developments intended on the cost structure
Figure 5.4: Changes in revenue source in future
5.4 How Indian companies still make a profit at 2 cents a minute
5.4.1 Shift in focus from ARPU to revenue per min
5.4.2 Outsourcing to reduce costs
5.4.3 Prepaid as a means of delivering low cost service
5.4.4 Focus on economies of scale to reduce costs
5.4.5 Infrastructure sharing
5.4.6 e-Charge as a means of low cost distribution
5.4.7 Low Acquisition cost (no handset subsidy)
5.4.8 Break down of costs for a network operator
Figure 5.5: Breakdown of costs (operations wise) for a network operator

Chapter 6- Key trends in the Indian telecom industry
6.1 Trends that will influence the Indian telecom industry in future
6.1.1 Development of the industry through mergers and acquisitions (M&A)
6.1.2 M&A Scenario in the Indian Telecom Industry
Figure 6.1: M&A scenario in the Indian Telecom Sector (2005-2015)
6.2 Consumer mind changes in the process
6.2.1 Consumers demand more and pay more
6.2.2 Consumer wants to upgrade more
6.2.3 Individualism is the new concept
6.2.4 Mindless behaviour in consumers is in
Figure 6.2: Changing Indian customer
6.3 How should telecom companies adapt their strategy to these developments
6.3.1 Key changes in customer targeting strategy
6.3.1.1 Change from Volume-based marketing into value-based marketing
6.3.1.2 Focus on retention and growth
6.3.1.3 Focus on market pull rather than market push approach
6.3.1.3.1 Market push promotion approach
Figure 6.3: Push strategy of promotion
6.3.1.3.2 Market pull promotion approach
Figure 6.4: Pull strategy of promotion
6.3.1.3.3 Future promotion strategy for the Indian telecom market
6.3.1.4 Change the way a network operator communicates
6.3.1.5 The new India, from mass to niche
Figure 6.5: The new ways of marketing the new Indian customer

Chapter 7- Useful Forecasts
7.1 Forecasts of mobile handset market in India (2015)
7.1.1 India home to the cheapest mobile
7.1.2 Forecast for the Indian handset market (2008- 2015)
Figure 7.1: Mobile handset market forecast (Units in million) (2008-2015)
7.2 VAS Market forecast (2015)
Figure 7.2: Growth of revenue from VAS in India (2009- 2015)
7.2.1 Distribution of VAS revenue
Figure 7.3: Distribution of VAS revenue
7.2.2 VAS revenue as a percentage of total revenue for the telecommunications industry
Figure 7.4: VAS revenue as a percentage of total revenue (2009-2015)
7.3 Other useful facts to consider
7.3.1 The growing Indian middle class
7.3.2 The boom in young population
Figure 7.5: Population distribution by age group (2001- 2026)
7.4 India- An Outlook
7.4.1 Factors responsible for India's growth
7.4.1.1 Economic Stability
Figure 7.6: Most competitive nations in the world (2009)
7.4.1.2 Market Potential of a boom
7.4.1.3 Large Talent Pool
7.4.1.4 Advantageous positioning for manufacturing owing to low labour cost
7.4.1.5 The Indian Growth Model
7.4.2 Macroeconomic data of India's GDP
Figure 7.7: India's GDP growth (1960- 2015)
7.4.2.1 GDP growth rate trend of India
Figure 7.8: India's GDP growth rate trends (1960- 2015)

Chapter 8- Conclusion
8.1 The gold mine waiting to be harnessed
8.2 Major Investments in India
8.3 Development from nascent to an advanced industry
8.3.1 Policy Initiatives taken by the government
8.3.2 The path to further development
8.4 The candy of the eye for overseas telecom companies

Appendix I
National Telecom Policy 1994
Appendix II
New Telecom Policy 1999
Appendix A
About visiongain
Appendix B
Visiongain report evaluation form
 

Companies Listed

A.T. Kearney Global Services
Aircel
Alpha-apr
Asiancorrespondent
Assocham EcoPulse
BDA
Bharti Airtel
Blackberry
Bombay Stock Exchange
BPL Mobile
BSNL
Cellular Operators Association of India
Census, India
China Enterprise Communications
CSO
Department of Telecommunications
Deutsche Bank
Digitalworldtokyo
Economic Advisory Council, India
Emirates Telecommunications Corp
Ericcson
Essar Teleholding
Evalueserve
Federal Agency for State Property Management
Frost & Sullivan
Goldman Sachs
Google
Group on Telecom and IT
Hutch
IBM
IDEA Cellular
IMD
IMF
India Brand Equity Foundation
Infosys
Jammu and Kashmir Bank
LG
Loop Mobile
McKinsey Global Institute
Ministry of Commerce, Government of India
National Highways Authority of India
National Stock Exchange of India
Neotel
Netscribes
New York Stock Exchange
Nielsen
Nokia
Nokia Managed Services
NTT DOCOMO
Orange Business Services
Rediff
Reliance Communications
Reliance Infratel
Samsung
Satyam
Siemens
Sony Ericsson
Spice
Standard Chartered Bank
Swan Telecom
Tata Communications
Tata Communications Lanka Limited
TCS
TDSAT
Telecom Commission, India
Telecom Ministry of India
Telenor
TRAI, INDIA
Unitech
United Telecom Limited, Nepal
Velaisms
Virgin
Vodafone Essar
Voicendata
Wipro
Wireless Planning Commission, India
World Bank
Yahoo! 

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