Internship Report

B2B Market Research to understand Existing market trend related to managed service for Tata Communications Ltd.

Submitted to Master of International Business, Department of Commerce, Delhi School of Economics Paper No : 537

Submitted by: Ankur Dhoot Roll No : 10

MIB, Department of Commerce

Table of Contents

Table of Contents................................................................................................ 2 Declaration .......................................................................................................... 4 Acknowledgement .............................................................................................. 5 Certificate ............................................................................................................ 6 Executive Summary ............................................................................................ 7 1. Introduction ................................................................................................... 8
1.1 1.2 Introduction to Tata Communications Ltd. ...................................................................... 8 Industry Overview ............................................................................................................. 11

2. Project Objective ......................................................................................... 12 3. Research Methodology .............................................................................. 13

3.1 Market Research ............................................................................................................... 13

4. Project Time Line ........................................................................................ 17

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 Week 1................................................................................................................................ 19 Week 2................................................................................................................................ 19 Week 3................................................................................................................................ 19 Week 4 ( Client Business) ................................................................................................ 20 Week 5 (Industrial Area) ................................................................................................... 20 Analysis (Internal Reviews) ............................................................................................. 21 Week 7................................................................................................................................ 21 Week 8 ( North Delhi) ........................................................................................................ 22 Week 9................................................................................................................................ 22 Week 10 .......................................................................................................................... 23

5. Limitations & Scope of Error ..................................................................... 24 6. Analysis ....................................................................................................... 25

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6.1 6.2

Analysis (Client Business context) ................................................................................. 25 Lease-line Usage Analysis............................................................................................... 27

Understanding the basics of Point to Point Leased Lines and MPLS VPN Network connections.................................................................................................................................. 27

7. Key Learning as Intern ............................................................................... 31

7.1 7.2 7.3 7.4 Knowledge Acquired ........................................................................................................ 31 Skills Acquired .................................................................................................................. 31 Problems Encountered .................................................................................................... 32 Experience and Impact ..................................................................................................... 32

8. Reference List ............................................................................................. 33

8.1 Managed Service, http://www.tatacommunications.com/enterprise/ .......................... 33

9. Appendix ..................................................................................................... 34
9.1 9.2 Questionnaire .................................................................................................................... 34 Clients Covered ................................................................................................................ 36

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Declaration
I the undersigned solemnly declare that the report of the project work entitled , is based my own work carried out during the course of my internship at TCL. I assert that the statements made and conclusions drawn are an outcome of the project work. I further declare that to the best of my knowledge and belief that the project report does not contain any part of any work which has been submitted for the award of any other degree/diploma/certificate in this University or any other University.

___________________ (Signature of the Candidate) Ankur Dhoot Roll No.: 10

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Acknowledgement
Behind this successful undertaking is the blessing and guidance of many. This formal piece of acknowledgement may not be sufficient to express my feeling of gratitude and deep respect that I have for many in Tata Communications Limited. This endeavour would not have been successful without the help and encouragement of lot of people with whom I had good fortunate of interacting during the course of this journey. I am thankful to Mr. Puneet Raman, Senior Manager, TCL for allowing training in TCL. I am indebted to Mr. Pramod Kumar, G.M. International Marketing and as my project guide for the knowledge and experience that I have gained from them during the course of training and Ms. Seep Sethi for helping me and supporting me in making my report and presentation. Without their immaculate and intellectual guidance, sustained efforts and friendly approach, it would have been difficult to achieve results in short span of period. Not leaving behind the contribution of all other staff members at TCL for sharing wealth of their experience and knowledge. Last but not least, I would like to thank my Department of Commerce, Delhi School of Economics for giving me such a fruitful opportunity for a learning venture.

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Certificate

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Executive Summary
This project encompasses the various facets of Market Research. The main objective of the study is to understand how market research in general and quantitative research in specific can be used to suggest solutions to various marketing problems and to answer questions that are critical to an organization for achieving its marketing objectives. These marketing objectives may range from an increase in market share to augmentation of brand image.

During my ten-week tenure at TCL India (Market Research), I worked on projects in various sectors ranging from Manufacturing, Media and publications, BFSI , ITES. These included answering clients questions related to new product development, market positioning, brand perception, concept and brand name testing. This study presents the research problems, methodology applied and the findings of the following research projects. The analysis is done industry wise and also a separate lease line analysis is done to find the major competitors of Tata Communications

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1. Introduction
1.1 Introduction to Tata Communications Ltd.

Tata Communications is a leading global communications and enterprise IT service provider that owns and operates the worlds most advanced subsea cable network, delivering first class infrastructure, enterprise solutions and partnerships to carriers and businesses worldwide. Tata Communications network is truly global, extending from developed markets to the worlds fastest growing emerging economies. The $2.56 billion company is the flagship telecoms arm of the $83.3 billion Tata Companies. Core to everything Tata Communications does, is the laying of a global infrastructure consisting of one of the largest and most sophisticated subsea optic fibre cable networks; its tier 1 IP network; and world-class data centres in key business capitals around the world. On top of this robust backbone, sits Tata Communications voice and data businesses and its comprehensive portfolio of managed enterprise services. These include high speed connections and global MPLS virtual private networks, the worlds largest network of Telepresence services, the worlds most extensive DDoS mitigation and detection service, content delivery networks, and cloud offerings. This large portfolio of services is designed to serve Tata Communications customers in key vertical markets, including manufacturing, oil and gas, banking, financial services and insurance, media and entertainment and the IT sectors. Tata Communications is a global company with its roots in the emerging markets. Headquartered in Mumbai and Singapore, it has offices in more than 80 cities across 31 countries. Tata Communications Limited is listed on the Bombay Stock Exchange and the National Stock Exchange of India. It ADRs are listed on the New York Stock Exchange (NYSE: TCL) Tata Communications in numbers Serves 1,600 operators and 50,000 enterprises globally Achieved annual FY11 revenues of USD $2.56 billion with 73 per cent of this revenue generated outside India Has two home markets: India and South Africa 1/5th of the worlds internet routes constitute of Tata Communications network 210,000 route km of terrestrial and sub-sea fibres, reaching 197 countries across 400 POPs Worlds largest wholesale voice carrier with 18 per cent market share, carrying 45 billion minutes of international wholesale voice traffic annually thats 1 in 6 voice calls globally Handles 73 million voice transactions every day 3,200 petabits of internet traffic travels over Tata Communications internet backbone every month Has over 13 terabits of international bandwidth lit capacity

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Owns 42 data centres and colocation centres that represent over one million square feet of space Operates the worlds largest public Telepresence network consisting of 42 public rooms globally across 5 continents Has 75% of the worlds Telepresence rooms connected to its Global Meeting Exchange Has over 7,700 employees globally, 30 per cent of which are located outside India

1.1.1

Background of host organization

Tata Communications Limited (hereinafter referred as Tata Communications) is the new name of VSNL which has changed with effect from January 28, 2008. Prior to this Tata Communications has history of more than 135 years in handling the international telecommunications needs of the country. Tata Communications (as VSNL) was incorporated on March 19, 1986 under the Indian Companies Act, 1956 to take over the activities of the erstwhile Overseas Communication Services (OCS). In February 2002, the Government of India, as per their disinvestments plan, sold 25% of their holding in the Company to the strategic partner. Consequently, the Company was taken over under the administrative control of TATAs. It is under the Management of TATAs - India's best known industrial house-that Tata Communications is now charting its future course. Prior to this, The Eastern Telegraph Co. (ETC) of 1872 and the Indian Radio Telegraph Co. (IRT) of 1927 merged to form the Indian Radio and Cable Communications Co. (IRCC) in 1932. The Government of India took over the IRCC, giving birth to the Overseas Communications Service (OCS), a Government Department.

1.1.2

Mission
Invest in building long-lasting relationships with customers and partners and lead the industry in responsiveness and flexibility.

1.1.3

Vision
Deliver a new world of communications to advance the reach and leadership of our customers. Build leading-edge IP-leveraged solutions advanced by our unmatched global infrastructure and leadership in emerging markets.

1.1.4

Culture

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Service and business at Tata Communications is guided by a commitment to ethical and responsible conduct. Integrity Conduct business fairly, with honesty and transparency. Understanding Must be caring, show respect, compassion and humanity for colleagues and customers around the world, and always work for the benefit of the communities. Flexibility Work to create, design and grow in an environment that supports customers and people with adaptive thinking and action. Excellence Constantly strive to achieve the highest possible standards in day-to-day work and in the quality of the goods and services. Unity Work cohesively with colleagues across the Group and with customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation. Responsibility Continue to be responsible, sensitive to the countries, communities and environments, always ensuring that what comes from the people goes back to the people many times over.

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1.2

Industry Overview

The Managed Services market within the telecom industry is in a high-growth phase and is characterized by agreements that vary in scope, between Managed Services providers and a broad range of telecom operators: green-fielders, incumbents and lower-tier operators. Telecom-equipment vendors are showing an increasing interest in Managed Services as a way to benefit from their existing competence and take on new roles in the value chain, covering activities such as network build, including planning and design, field operations, Network Operation Center (NOC) operations, application and service development, and billing. In recent years, operator awareness of Managed Services has increased significantly; Managed Services is now beginning to be a standard element of telecom operator procurement processes. Some large implementations of major Managed Services projects are on the market. Operators that have decided to use Managed Services have mainly been driven by the following opportunities. Under increasing financial pressure due to increasing competition, operators can improve their financial results by outsourcing functions to a partner that can provide higher efficiency and economies of scale than an individual operator can achieve. With an increasing degree of complexity, operators can reduce their need to build network and services-related competence and leave this to Managed Services providers that are experts in managing this complexity (potentially resulting in higher quality). They can dedicate more of their efforts to revenue-generating activities, such as customer acquisition.

The growing number of Managed Services agreements has, and will over time, create a virtual circle resulting in increasing Managed Services provider competence, leading to even greater efficiency gains and economies of scale. This, in turn, will make Managed Services even more attractive to all types of operators, throughout the world, and most will enter into some kind of Managed Services agreement, in part or in full, to stay competitive in their market. As technologies converge, outsourcing of an operator's business support systems, network and services to the same Managed Services provider can be expected to maximize the end-to-end benefits to the operator in a Managed Services engagement. In the near future, therefore, there is a strong likelihood that the shift in responsibility for roles in the value chain enabled by Managed Services combined with increasing complexity of technology, will result in a win/win scenario for both telecom operators and Managed Services providers.

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2. Project Objective

Brief of the Project- Market Research & Analysis To understand Enterprise market trends related to Managed Services & Collaboration technologies Analyze existing customer base to identify sweet spots for various TCL services Market Segment analysis for TCL
Research on current trends in key industry verticals and opportunities for TCL

Service Providers Transmission Ethernet over MPLS IP VPN Dedicated Global Ethernet Network VPN Services Internet International Private Line India Private Line CDN Fibre Channel Services Collaboration Audio/Web Conferencing Integrated Business Video Services SCOPE OF THE STUDY: The scope of the project was nationwide across all TCL locations including Delhi, Mumbai, Bangalore, Pune, Kolkata and Chennai. All the interns across the country worked on similar kind of market analysis, following a uniform set of methodologies, in different markets and the results are to be clubbed and help the senior management in decision/policy making. The work required lot of field work and some secondary research in its initial phase. After the market research was complete, Product analysis of Managed and Collaboration services offered by TCL was conducted. For this we were supposed to do some analysis on what the industry demands, what is the consumption pattern of the services in various sectors of industry. Along with the analysis of the various sectors; we were supposed to generate some lead for the company and give some presentations to the clients for Business development. Finally an in-depth analysis of all the work was required by the company and how they should focus in different sector and what should be the key product to be sold in the current scenario. MIB, Department of Commerce 12

3. Research Methodology
3.1 Market Research
Defining Marketing Problems and Opportunities Setting Objectives, Budget, and Timetables Selecting Research Types, Methods, and Techniques Designing Research Instruments Collecting Data from various Primary Methods Organizing and Analyzing the Data Presenting and Using Market Research Findings
The whole Process was done as per the following steps

Step One: Step Two: Step Three: Step Four: Step Five: Step Six: Step Seven:

3.1.1

Primary Research (Field Work)

The following tools were used to carry out the primary research
1. Surveys Using concise, straightforward questionnaires, a sample group was analyzed that represented our target market. The Total Sample Size: 200 clients In this the company offered a list of 200 clients with just the companys name, address and landline number. So first task was to contact the company and find the concerned IT person over there and also to verify the current address. Then we followed three ways to get our survey filled : a. In-person surveys or one-on-one interviews. This allows to present people with samples of products, services and gather immediate feedback. In this various parts of Delhi was covered via Metro, Buses and Autos.

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Field work included the following process 1. Getting an initial appointment with the concerned IT Manager 2. Making an appointment prior to visiting the office 3. Or at many places direct Walk-ins were also done as the client was not reachable via phone or some other office in nearby location was being visited 4. Once the appointment was made then we were conducting a meeting of 15-20 minutes per client, so that the questionnaire can be filled and feedback about the company can be taken. While interacting with the client one more objective was to identify hidden leads/ create need so that the marketing team can use that to generate business.

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For this we were supposed to ask various questions regarding the satisfaction level with the current service provider and how the company wants to expand in near future. It also involved a lot of home work to be done on business trends and IT spending of the client before each meeting. During this process, I was able to generate 15 leads from the total meetings I had with various clients and within my internship period the company was able to get business from two of the companies. This was appreciated by my manager and team. As an acknowledgment that all the meetings have been done by meeting the respective person we were also asked to exchange visiting cards. This helped our manager to start future or follow up conversation with that client Total Clients Covered: 110 b. Telephone surveys are less expensive than in-person surveys. However, due to consumer resistance to relentless telemarketing, getting people to participate in phone surveys is difficult. Still those customers who were using TCL services were willing to share their feedback on phone to save time and money required for traveling. Although in telephonic survey the best use was to make proper appointments by showing the client that the survey will benefit their organizations and existing use of services. Another thing which was observed was that, clients used to give very prompt answers to the questions and were looking for speedy conversations. Mostly the receptionist and the Manager were busy for such kind of surveys. Total Clients Covered: 30

c. Mail surveys are much cheaper than in-person and phone surveys; however they only generate response rates of 3 percent. Despite the low return, mail surveys were still used as they were able to reach mass audience very fast. The reply to mail survey was very poor. Total sample: 200 clients. Mail Survey was filled just by 5 clients.

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3.1.2

Secondary Research (Internet and TCL official Data)

The goal of secondary research is to analyze data that has already been published. With secondary data, you can identify competitors, establish benchmarks and identify target segments. Your segments are the people who fall into your targeted demographic--people who live a certain lifestyle, exhibit particular behavioral patterns or fall into a predetermined age group.
Collecting Data

No small business can succeed without understanding its customers, its products and services, and the market in general. Competition is often fierce, and operating without conducting research may give your competitors an advantage over you. There are two categories of data collection: quantitative and qualitative. Quantitative methods employ mathematical analysis and require a large sample size. The results of this data shed light on statistically significant differences. This information can help you determine many things, such as where your leads are coming from, how long visitors are staying on your site and from which page they are exiting. Qualitative methods help you develop and fine-tune your quantitative research methods. They can help business owners define problems and often use interview methods to learn about customers' opinions, values and beliefs. With qualitative research, the sample size is usually small.
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4. Project Time Line

Using concise, straightforward questionnaires, a sample group was analyzed that represented our target market. The Total Sample Size: 200 clients In this the company offered a list of 200 clients with just the companys name, address and landline number. So first task was to contact the company and find the concerned IT person over there and also to verify the current address. Then we followed three ways to get our survey filled :

The whole project was divided in 10 week duration. The time line was as follows

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Week 1 Understanding the company products and client locations

Week 2 Starting making database and making strategy to start field work

Week 3 Targeting Nehru Place for client meetings

Week 4 Targeting South Delhi for Client Meetings

Week 5 Targeting Badarpur Area for Client Meetings

Week 6 Reviews and Feedbacks of the meetings done

Week 7 Targeting West Delhi for Client Meetings

Week 8 Targeting North Delhi for Client Meetings

Week 9 Targeting Central Delhi for Client Meeting

Week 10 Analysis of the survey Feedback and Key findings presented to the company

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4.1

Week 1
1. Orientation was given, providing information about what the company does and what all services company offers. 2. Specific product portfolio was discussed in detail which will help the interns to discuss and be more presentable for the meetings 3. This week was also important to understand and blend with companys work culture. It was a very different environment from the normal college experience as proper corporate structure was followed with each task done in utmost professional way

4.2

Week 2
1. A List of company details was provided 2. Exhaustive database was to be made before starting the work i.e. the relevant person for the survey was to be contacted. 3. Verification of addresses and number 4. Mapping plan for visiting different regions of Delhi. Each week was divided to cover a specific region . It not only saved money but travel time also. In this we were also able to do some Walk-ins

4.3

Week 3
1. The meetings for this week were mainly done in Nehru Place area. Since Nehru Place is a fully commercial place more than 100 offices of various companies are located. 2. The second advantage was that companies were not far away, hence more companies could be tried. Also the magnitude of business was not very high here, so some experience was gained from these companies and mistakes were rectified while doing meetings.

Total Clients Met in this week were 24

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4.4

Week 4 ( Client Business)

1. The target for this week was South Delhi. 2. Appointments were taken where ever possible. 3. A lot of learning was there in the last week. Every day review sheet is to be made and submitted to the project manager, 4. Some of the questions were altered and also the way of conducting a meeting was also modified by correcting some mistakes, Total Clients Met in this week were: 13

4.5

Week 5 (Industrial Area)

1. After covering the areas connected very well by auto and buses 2. This week the areas covered were Badarpur, Okhla Industrial Area 3. The major difficulty faced in these areas were that roads were not properly constructed and also there was not proper commutation means inside the area 4. Lot of traveling was required and also navigation was done by continues prompting of passing by people.

Total Clients Met in this week were: 21

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4.6

Analysis (Internal Reviews)

1. After completing 3 weeks on field. This week basically had activities related to internal reviews and presenting the work that was done till date to the management. 2. In this the leads that were identified were highlighted and follow up on those leads were done. 3. Manager helped in preparing the feedback on various accounts already covered.

4.7

Week 7
1. After the assessment of all the accounts covered new targets were decided and other regions of Delhi were covered. 2. West Delhi also has various commercial areas and those were targeted.

Total Clients Met : 14

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4.8

Week 8 ( North Delhi)

1. North Delhi region was covered this week 2. Azadpur and Netaji Subhash Place were identified as two potential commercial areas.

Total Clients Met: 11

4.9

Week 9
1. Rajiv Chowk and nearby areas were covered in this week, 2. The different thing observed here were, clients were more easily giving appointments and even Walk-ins had a better turn out ratio.

Total Clients Covered: 27

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4.10 Week 10
1. 2. 3. 4. Analysis on the industry perception about TCL was done Also a detailed analysis on the industry perception was done. The final submission of the feedback and outcome of the survey was done Presentation about the work done in the project was given to the management team of TCL

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5. Limitations & Scope of Error

1. The project given was a study conducted by company trough out the India in various Tier1 cities. 2. And the findings will vary from place to place. 3. Also since, three ways of market research have been used and major results have been from Field , Walk-ins , Hence result can be partly biased as per it. 4. The sample size is of 200 clients and all the analysis have been done using those accounts. 5. The questionnaire was provided by company and clients did not answer all the questions.

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6. Analysis
6.1 Analysis (Client Business context)

TYPES OF INDUSTRY

BFSI (18)

444

18

1 14 12

CONSTRUCTION & INFRASTRUCTURE (1) GOVERNMENT (14)

55 40

HOSPITALITY (12)

IT/ITES (40)

The major industries covered during the project are 1. Manufacturing 2. BFSI 3. Hospitality 4. ITES 5. Miscellaneous The feedback from clients and also detailed analysis gave the following implications for these sectors specifically for TCL

6.1.1

Manufacturing

1. Failure to seize business opportunity at newly developed industrial areas. Where as other service providers developed their infrastructure and provided communication services to those locations. MIB, Department of Commerce 25

2. TCL does not have presence at locations other than prime locations. 3. This sector doesn't go for change in service provider very often and hence the connectivity at the time of plant setup stays. Its better to make the first move. 4. IT budget is allocated based on requirement , no fixed annual/ quarterly budget.

6.1.2

BFSI

1. Due to ongoing recession, banks and brokerage firms are cutting down their IT expenditure. 2. Trading companies follow the NSE guidelines for connectivity and prefer Tulip as their service provider.

6.1.3

Hospitality

1. Uptime is most important for hotels as they aim to provide uninterrupted service to the guests. 2. Redundancy is maintained in all 5 star hotels by taking connectivity from 2 different service providers. 3. Video conferencing is not required as it is set up by the event organizer as and when need arises.

6.1.4

ITES

1. Look for good service at lowest possible cost. 2. Cost is the major criteria among all the attributes considered for deciding service provider. 3. TCL can tie up with ITES firms that operate locally/regionally and mediate between tier 1 service providers and SMEs

6.1.5

Miscellaneous

1. Aviation sector companies like Boeing, Velore generally have tie ups with global IT consultancies and decide on service providers based on their advice. Hence TCL should engage with these IT consultancies. 2. Hospitals look for reliability in bandwidth and uptime from their service provider. 3. SMEs do not prefer TCL due to lack of prompt service and reponse directed towards them. Hence, they prefer smaller providers like Sify, Aircel etc. TCL should focus on SMEs as it can achieve considerable business there.

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6.2

Lease-line Usage Analysis

Understanding the basics of Point to Point Leased Lines and MPLS VPN Network connections.

Point to Point Leased Lines for WAN Connectivity Architecture

Multi-Label-Protocol-Switching (MPLS) Network Architecture

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As shown in the first diagram, a point to point Leased Line is formed by connecting every site to every other site using leased lines provided by the service provider network (Or in very large organizations, their own network). This is a private network and is used primarily for site-to-site communications. So for an organization having branches in five locations, four links need to connect each location to all other locations to complete the leased line network. For n locations, the number of links required in each location would be n-1. An MPLS Network is formed by connecting each location with a single link (as shown in the second diagram) to a service provider MPLS network. An MPLS network stands for Multi-Protocol Label Switching and any packet coming to the Label edge routers (from individual locations source, to the service provider MPLS network) are encapsulated with an MPLS label which is used to identify it and route it through the MPLS network. This label is discarded when the packet comes out of the MPLS network back to individual locations destination. In both the above cases, a wide variety of physical hardware is used to carry the information including fiber, copper circuits, wireless connectivity, satellite connectivity etc. The MPLS core service provider network also use high-capacity MPLS routers in addition to the MPLS edge routers which send and receive data from the routers located in the individual locations. Factors which have enabled MPLS VPN Networks to become more favorable for organizations that want to inter-connect their various branches when compared to Point to Point Leased Lines. 1. Traffic Engineering: Since the MPLS packets are being added at the MPLS Edge routers, it is possible to set the path that the traffic will have to take through the network. More specifically, each class of traffic (like data, voice, video etc) can be set individual performance characteristics. 2. Quality of Service: Since MPLS network enables traffic engineering, it is possible to send (for example) data traffic over a lower priority path and real-time delay sensitive voice/ video packets over a high priority/ lesser used/ shorter path. This enables network convergence (The Wide Area Network becomes more suitable for introduction of new services like voice, video, multi-cast traffic, hosting etc). 3. Network Redundancy: An MPLS core network is generally designed and built to overcome individual hardware (router) faults or line disconnection. In such cases, the data is re-routed through the next optimum path with a fail-over time of 50 ms or lesser. Even the last mile connections can be backed up using CDMA wireless back up etc, depending upon the options with the service provider. 4. Easy and Cost effective Expansion: For organizations that are having a lot of branches or expanding with new branches, MPLS network would be very cost-effective as each branch needs one MPLS link while each branch would need n-1 links for point to point Leased Lines (n being the total number of branches). MPLS makes it easy for instantaneous addition and deletion of sites.

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5. Protocol Independent forwarding: MPLS networks can carry any type of packets be it IP, frame relay or ATM using the same infrastructure. This is because, what ever type of packets comes in, MPLS labels would be attached to it for transmitting them over the MPLS network and these labels are protocol independent.

MPLS
SIFY (8)

4 5

TULIP (10)

8
AIRTEL (20)

10

TATA (12) RELIANCE (5)

12 20

BSNL (4) SPECTRANET (1) BT,VERIZON,OBS (5)

The analysis showed the major competitors of Tata Communications on the area of MPLS Le\sed Line. Airtel was the major share holder with 20% of the clients using it, followed by Tata. The graph shows that one client can have more than one service provider and some clients were having no MPLS service also. MPLS is costlier than Point to Point leased Line so less user for it.

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LEASE LINE
SIFY (8) TULIP (9)

10 7 14

8 9

AIRTEL (43) TATA (32) RELIANCE (14)

43 32

BSNL (7)
SPECTRANET (10) BT,VERIZON,OBS, Aircel (3)

The major competition in Lease Line was given by Airtel. Airtel is leading in both MPLS and Lease Line due to the service and Last mile advantage it has over Tata . In the analysis, the company were having more than one service provider as they required backups also in case of service failure. Many clients used to make the low cost service provider as back up service so that it will save some cost of operation.

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7. Key Learning as Intern

7.1

Knowledge Acquired
Market Research concepts Fair knowledge of Leased Line protocols in Telecom domain Understanding of the Managed Services Internet and communication Technology Overview Key competitors in this market Understanding the key trends in the market Primary Market research and analysis techniques

7.2

Skills Acquired

I can say that the two months of my summer internship were the best out-of-campus days in my PGDM which changed me to every grain. Soft skills are what you cannot learn in books and which are of utmost importance in Sales and Marketing. I was very lucky to have got such an opportunity to observe and learn from. I am exhilarated to say that I cherished every day I spent working at TCL. It helped me: o o o o o o o Enhance the existing skill sets Opportunity to work with Global teams Employing the learning in MBA to the actual work experience Communication skills Professionalism Presentation abilities and Confidence Handling the stressful situations

Confidence, on time decision making, consistency, hard work, teamwork, seeking success out of dark, innovation, creativity, organizational survival and customer handling techniques are the key learning out of my job. And I would like to say that it will be one of my best skill that would remain with me and help me in the coming life which would offer many challenges.

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7.3

Problems Encountered
Following the schedules and time lines of different players Difficulty in getting appointments with the Sr. officials of the companies Due to meeting clients in various industry, it was difficult to give all the answers to the clients.

Many clients were confused between Tata Tele Service and Tata Communications Limited.

The database was old and hence a thorough check had to be done of the address and number.

Being a Summer Intern, meeting up to the expectations of personnel with over a decade of experience in the industry was a challenge

7.4

Experience and Impact

To summarize my internship experience in three words, it was veritably sweet hard work by all standards. The summer internship experience has bolstered my desire to pursue a career Marketing and now I am confident to carry out a client facing role as well.

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8. Reference List
8.1 Managed Service, http://www.tatacommunications.com/enterprise/
White Paper by Ericsson (June 2010) Managed Service Impact on Telecom Industry, http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCMQFjAA&url=ht tp%3A%2F%2Fwid.virtualpressoffice.com%2FassociationContentDisplay.do%3F%26associationI d%3D1131308846927%26assocName%3Dwid%26companyId%3D1184050872463%26contentI d%3D1187288070034%26contentType%3Dpdf%26contentFileName%3DManaged%2520Servic es'%2520Impact%2520on%2520Telecom%2520Industry%2520White%2520Paper.pdf%26contentSourceType%3DPK&ei=wRtfUNigBNGsrAe_YD4CA&usg=AFQjCNHLesBdSHFf1ip_J8Hu1hi0MoMdug

8.3 http://www.excitingip.com/707/advantages-of-mpls-vpn-network-over-point-to-pointleased-lines-for-wan-connectivity/ 8.4 www.mbauniverse.com/mba-syllabus-papers/article/id/4764/ 8.5 http://www.mapsofindia.com/maps/delhi/ 8.6 http://ebookbrowse.com/tata-communications-connected-world-emerging-marketsresearch-whitepaper-final-pdf-d357916522

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9. Appendix
9.1 Questionnaire

Basic Details: Name of the Organisation: ________________________________________________________ Address of Head Office: __________________________________________________________ __________________________________________________________ Contact Person: ________________________________________________________________ Designation: ___________________________________________________________________ Contact Detail: _________________________________________________________________ About the Organization: 1. Number of branch offices and major locations in: India: ______________________________________________________________________ Outside India: _______________________________________________________________ 2. Current Connectivity: a) MPLS b) Leased Line c) Broadband Internet d) Others Details (In terms of SP, Expenditure, etc.): _____________________________________________________________________________ _ 3. Current mode of Collaboration: a) Video Conference b) Audio Conference c) Web Conference d) VoIP e) Others 4. Call Volumes in case of each mode of collaboration used. Domestic Calling: _____________________________ International Calling: __________________________ Multiparty Calling: _____________________________ 5. Cost incurred due to the communication and connectivity setup. Domestic Calling: _____________________________ International Calling: __________________________ MIB, Department of Commerce 34

Multiparty Calling: _____________________________ Remarks: ___________________________________________________________________ 6. Top five destinations to which the organization communicates. __________________________________________________________________________ _________________________________________________________________________ 7. Do top level executives require traveling to distant locations for crucial decision making meetings? If so, approximately, how many times? __________________________________________________________________________ _ 8. What are the challenges that the organization could be facing in the current circumstances, with regards to the Collaboration model used? __________________________________________________________________________ __________________________________________________________________________ __ 9. What are your expectations from a Collaboration Service Provider? __________________________________________________________________________ __________________________________________________________________________ __ 10. What are your perceptions about Tata Communications Limited as a Service Provider? __________________________________________________________________________ __________________________________________________________________________ __ 11. Is your organization looking to change the Service Provider in near future? __________________________________________________________________________ __________________________________________________________________________ __ 12. Comments, if any: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ___

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9.2

Clients Covered

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