Bharti Airtel

Bharti Airtel Limited, commonly known as Airtel, is an Indian telecommunications

services company headquartered at New Delhi, India. It operates in 20 countries across South
Asia, Africa and the Channel Islands. Airtel has GSM network in all countries,
providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the
world's third largest mobile telecommunications company with over 261 million subscribers
across 20 countries as of August 2012. It is the largest cellular service provider in India, with
186.41 million subscribers as of October 2012. Airtel is the third largest in-country mobile
operator by subscriber base, behind China Mobile and China Unicom.
Airtel is the largest provider of mobile telephony and second largest provider of
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. The strategy has since been copied by several operators. Its
networkbase stations, microwave links, etc.is maintained by Ericsson, Nokia Siemens
Network and Huawei, and business support is provided by IBM, and transmission towers are
maintained by another company (Bharti Infratel Ltd. in India). Ericsson agreed for the first
time to be paid by the minute for installation and maintenance of their equipment rather than
being paid up front, which allowed Airtel to provide low call rates of 1/minute
(US$0.02/minute). During the last financial year (200910), Bharti negotiated for its strategic
partner Alcatel-Lucent to manage the network infrastructure for the tele-media business. On
31 May 2012, Bharti Airtel awarded the three-year contract to Alcatel-Lucent for setting up
an Internet Protocol access network (mobile backhaul) across the country. This would help
consumers access internet at faster speed and high quality internet browsing on mobile
handsets.

History
Sunil Bharti Mittal founded the Bharti Group. In 1983, Mittal was in an agreement with
Germany's Siemens to manufacture push-button telephone models for the Indian market. In
1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first
in India to offer push-button telephones, establishing the basis of Bharti Enterprises. By the
early 1990s, Sunil Mittal had also launched the country's first fax machines and its first
cordless telephones. In 1992, Mittal won a bid to build a cellular phone network in Delhi. In
1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched
service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti
Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka
and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in
Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises
went public in 2002, and the company was listed on Bombay Stock Exchange and National
Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the
single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In
2005, Bharti extended its network to Andaman and Nicobar. This expansion allowed it to
offer voice services all across India. In 2009, Airtel launched its first international mobile
network in Sri Lanka. In 2010, Airtel acquired the African operations of the Kuwait
based Zain Telecom.In March 2012, Airtel launched a mobile operation in Rwanda.
Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so. The Airtel theme song, composed by A.R.
Rahman, was the most popular tune on that year.
On 26 February 2013, Airtel announced that it had deployed Ericssons Mobile Broadband
Charging (MBC) solution and completely modernized its prepaid services for its subscribers
in India. As a part of the deal, Ericssons multi service MBC suite allows prepaid customers
to have personalized profile based data charging plans. Prepaid customers will be able to
customize their data plans across mobility, fixed line and broadband by cross bundling across
multiple domains (2G, 3G, 4G/LTE & Wi-Fi). It will also offer flexible multi service
charging in geographical redundant mode, making Airtel the first operator to implement
geographical redundancy at such a large scale. In May 2013, Bharti Infotel paid Rs 50,000 as
compensation to a customer "for unfair trade practices". The customer alleged that the
company continued to aggressively demand payment despite customer requests for
disconnection of service.

Vision
By 2020 airtel will be the mostadmired brand in india:

Loved by more customers.

Targeted by top talent

Benchmarked by morebusiness.

Mission
We will meet global standards for telecom services that delight customers through:

Customer Service Focus

Empowered Employees

Cost Efficiency

Unified Messaging Solutions

Innovative products and services

Error- free service delivery.

ACHIEVEMENTS
First to launch Cellular service on November 1995.
First operator to revolutionaries the concept of retailing with theinauguration of airtel
Connect (exclusive showrooms) in 1995.

First to introduce push button phone in India.

First to expand its network with the installation for second mobileswitching center in
April, 1997 and the first to introduce the Intelligent Network Platform First to provide
Roaming to its subscribers by formingan association called World 1 Network.
First to provide roaming facility in USA. Enjoy the mobile roamingacross 38 partner
networks & above 700 cities Moreover roam acrossinternational destinations in 119
countries including USA, Canada, UK etc with 284 partner networks.
BHARTI announces aggrement with VODAFONE marking the entry of the World's
Largest Telecom Operator into India
Bharti Enterprises and AXA Asia Pacific Holdings Limited announcepartnership for a
life insurance joint venture in India

Airtel Launches future factory - Centres of Innovation to incubatepioneering Mobile

Applications
16 states, 600 million people. Only India's leading mobile service offersyou the truly
'freedom-packed' Prepaid!
It is also the first company to export its products to the USA.

REVENUE ANALYSIS
Mobile/Cellular services
Cellular mobile service providers (CMSP) derive revenues by way of tariff charges
for outgoing calls made by subscribers on its network. So basically, the revenue for a CMSP
is simply a multiple of average revenue per subscriber per month (ARPU) and number
of subscribers.
Subscribers: Growth in a CMSP's subscriber base is dependent on several factors, the key
amongst them being:
Economic growth: With growth in the economy, and the consequent increase in
activity, it requires people to be in constant touch. Thus, with the tremendous growth
in economic activity in India there are more and more people subscribing to telecom
services, thus leading to growth in subscriber base for CMSPs.
Rising income level: As the real income levels in a society rise, more and more
people are able to afford usage of cellular phone and so the consumer does not feel the
pinch of rising telephone bill, thus having the propensity to talk more, thus leading to
higher MOUs for telecom services providers.
Affordability: The affordability is interplay of lower tariff charges and availability of
cheaper handsets. While lower handset costs make mobile more affordable at the
entry level thus allowing more people to be a part of the mobile community, lower
tariffs allow for an increased usage of telecom services, while not having such an
overbearing impact on telephone bills.

Fixed line services

The fixed (wire line) services are dominantly provided for BSNL and MTNL. Although this
had been a dominant mode of telecommunication in the past, it is fast being replaced with
mobile telephony, which has the advantage of connectivity on the move. The
fundamental business of a fixed line operator is almost similar to that of a CMSP, in terms of
ARPU and Subscriber base.
Internet/Broadband
The Internet services are provided either by telecom service providers or independent Internet
service providers (ISP) who deal exclusively in providing this service. There are two forms
of Internet that are currently popular - the dial-up connections and the broadband
connections. Apart from the usual - economic growth and rising income levels - the growth of
the Internet business is dependent upon:

 PC penetration: Internet penetration in India is currently at very low levels, as

compared to its developing peers. This is set to take off with the rise in
PC penetration, which will again be a consequence of affordability in terms of lower
PC costs and reduced cost of data transfer.
Parental encouragement : Unlike most products where children are targeted to drive
sales of consumer durables, in the case of computers, it is the parents who are going
all out to ensure that their child grows up to be a computer literate.
Enterprise services
These services are used by large and medium corporate for data transfer between their offices
and their suppliers' offices, which may be spread in a city, or a country, or even across
continents. Considering that this business takes care of data transfer needs of corporate, who
are not as 'affordability' conscious as the individuals, companies generally earn igher margins
on Enterprise services than they earn on any of the other three business lines. IT and BPO
sectors, whose business is so data dependent, are the major users of Enterprise services.

KEY SUCCESS FACTORS

Airtel has its presence in all 23 circles of the Indian telecom industry. Some of its key
successfactors are
Brand name
One Step Ahead
A market leader can stay as such only if it stays one step ahead of the rest. The
multidimensional expansion of Airtel through different theatres has made it a step ahead of its
nearest rival. This can only be executed through a stable and visionary management.

Business Process Outsourcing

Airtel follows the strategy of outsourcing the non-core activities and focus on the core. Airtel
is known for being the first mobile phone company in the world to outsource everything
except marketing and sales.

The firm outsources many of its most fundamental functions

andinfrastructures, including its information technology (IT) operations to IBM, Nortel andW
ipro; its communications networks to Ericsson and Nokia Siemens; and its contact centre
operations to Nortel and Wipro and recently with Cisco and Servion to provide hosted contact
centre services.

Innovations in VAS
Airtel has separate value added services for consumers, small business and businessenterprise
s. Airtels online desktop for airtel broadband users provides free online space for
storing , editing and sharing data and also free antivirus package, free software and updates
on rental basis for small businesses and this is one of the VAS which is not provided by other
service providers.

M-Commerce
Airtel has an idea of introducing m-commerce as one of its value added service. According to
its CEO Sanjay Kapoor there is an 80 to 85 per cent of the population which is still unbanked
and looking to do financial transactions using mobile technologies. By providing- commerce
Airtel plans to bring a revolution by making mobile phones work as ATM machines.

Network
Airtel packs a punch when it comes to network coverage. The aims of Sunil Bharti Mittal
wasto create a network which is clear even when in the basement. Airtel has done just that
and beyond.

Declining ARPU
With more than 10 million subscriber additions a month, the Telecom Sector continues
tomaintain its growth momentum. Due to the entry of new players in the market a high level
of competition prevails and this has lead to a decrease in the Average Revenue Per User.

INDUSTRY LIFE CYCLE

Looking at the market condition and regulatory framework policies made by the government
the telecom industry appears to be in a growth stage this would be a long term look at the
lifecycle of the industry.
Untapped rural market:
Telecom has penetrated only 44.87% of the Indian market out of which rural marketconstitute
s only 15%. DoT has called for Private telecom operators for providing
wireless broadband in rural areas and the selected private telecom operator would be provide
dfinancial assistance through its Universal Service Obligation (USO) Fund.
Favourable Regulatory Environment:
The Governments Telecom Policy initiatives have been growthoriented and forwardlooking. Various incentives such as increase in foreign investment limits
up to 74%, implementation of the Unified Access Licensing Regime (UASL), availability of
the Universal Service Obligation (USO) fund for enabling expansion in rural areas and
introduction of MNP have led to the proliferation of mobile services in the country. TRAI has
slashed the termination fee paid by operators by 33%, which will help Telecom companies
reduce their Local as well as National Long Distance (NLD) tariffs by up to 20%.
Decreasing Cost of Subscription:
The fall in subscription costs and rising incomes has increased the affordability of mobile
services. The cost of life-time prepaid cards has fallen from Rs.999 to Rs. 99. The availability
of low denomination pre-paid vouchers, bundled offerings and other product innovationshave
made mobile services affordable in semi-urban and rural markets
Technology and increasing subscriber base:
The Indian telecom industry with its intense competition is able to add minimum 10 million
customers every year. The 3G subscriber base is expected to reach 90 million by 2013 with
revenues touching Rs.80, 000 crs, and would account for 46% of the total wireless revenues.
Mobile Number Portability feature is to be provided very soon. Because of these factors the
industry appears to be in a growth stage

BUSINESS MODEL OF AIRTEL

Airtel is probably one of the best run companies in the world (most definitely in India). It is
the largest telecom player in the country and has the advantage of both massive size and a
very high-growth industry. Its worth about $25 billion and growing fast. The secret of its
success has been its business model. Airtel focuses only and solely on two things: Customer
acquisition Servicing (Retention) and business development/expansion All other functions
i.e. hardware, network management, backend applications (billing etc), value added services
and even telecom infrastructure are outsourced. Airtel pioneered this in the Telecom game.
In February 2004, Sunil Mittal, the CEO of Airtel took a bold step in outsourcing
itscellular network operations and network management to companies like NokiaSiemens and
Ericsson, IT and backend applications to IBM, billing to someone elseetc.
Innovative Business Model:
Bharti Airtel Limited and IBM India Pvt. Ltd have established an Innovative Business Model
that is now setting new standards across industries around the world. In March, 2004, in what
became a globally historic, first of its kind deal, Bharti outsourced all of its IT to IBM.
Innovation Highlights:
The agreement was the largest ever IT deals in India and at the time of signing, was estimated
to be of an order of US$ 750 million in value.
MIS Asia has awarded this Innovative Business Model three pan-Asia awards in the last two
years including the MIS Asia IT Excellence Award for Best Change Management in2005, the
MIS Asia IT Excellence Award for Best Bottom Line IT in 2006 and the MIS Asia IT
Excellence Award for Best Knowledge Management in 2006.
IBM assumed responsibility for all of Bhartis IT systems, Applications, infrastructure,
operations and people with the agreement coming into force. The agreement entailed Bharti
paying IBM a percentage of its revenues, which directly linked IT cost to
business performance. The agreement construct was innovative not only from the Perspective
of the remuneration model for IBM, but also in terms of the Scope of the delivery, which was
comprehensive and included practically all of ITcurrent and future. It made innovation all
pervasive as IBM introduced changes in the area of processes, people
andsystems to usher in business transformation improve operational excellence andefficiency
and optimize performance. Having seen Airtel succeed with this, a number of the other
operators are now trying to follow in some way or the other. E.g. Hutch followed a similar
model by outsourcing their network operations to Nokia .It was also the first to divest its hard
assets, i.e. its telecom towers to a separate company and lease them back themselves as
well as monetize surplus bandwidth by selling to other operators. This was the ultimate act in
putting the faith in the brand rather than in iron and steel. Because of focus on customer
experience and on business development, Airtel has been not only the fastest growing but the
most innovative of operators. It has realized the importance of having access to the consumer
at all levels, and therefore is going from core mobile to landline internet, Digital TV (DTH)

and even digital cinema(theatres)It is also one of the few companies that have realized the
importance of value added services (VAS) early on in the game

AIRTEL PROPOSED BUSINESS MODEL

Airtel has already established itself as the leader in the market by differentiating itself with
its focus on building a strong brand through innovation in sales, marketing, and
customer service, and an innovative cost effective business model.
Bharti Airtel should partner with existing players in Africa to share infrastructure to reduce
operational costs for Zain. They should go for country level discussions for collaboration on
fibre optic sharing and tower sharing. Extension into smaller towns will be at lower capital
expenditure through sharing.
Airtel was among the first operators to start infrastructure sharing in India which has helped it
to sustain a low cost tariff business model. Hence, they should follow somewhat similar
strategy for Africa.
The idea is to engage with Tier two operators and form a new company and share Radio
Access Network (RAN) and related cost burdens. This move will help at achieving some
leverage against MTN the market leader in some of these geographies.
Airtel has proven that it will do whatever it takes to make Africa a success and will not
necessarily just replicate its Indian models but use innovation and leverage

PRODUCT PROFILE
The Products which are offered by Airtel is very unique and attractive to the customers. They
also provide with lots of benefit and attractive key features to the customers.
Airtel deals in four product or we can say that it is divided into four segments of Airtel. They
are:1. MOBILE
2. BROADBAND
3. DIGITAL TV
4. FIXED LINES
MOBILE:
Under mobile it is again divided into four. They are: Post Paid, Pre Paid, Black Berry and
Smart Phones. People can opt according to their requirement and usage. All the provided
schemes are available to the customer without any much problem.
POST PAID:
Here Post Paid means after using the service we are to pay the amount that which the
customer has used. In post paid we are to select the Tariff before the usage. According to the
Tariff, we will receive our bill. Then comes the way by which we can pay our bill. Airtel has
provided hell lots of facilities for payment of bill hassle free. We can pay our bill through
Internet, Paying to the Airtel bill payment outlets, through mobile and if you want to pay your
bill sitting at home that is also possible without the use of internet, mobile, etc. A collection
of bill from home is also possible with the help of collection boy who comes at your door
steps and collects your bill amount.
Auto roaming facility is given in post paid mobile connection. We can also get post paid
connection along with handset if required.

PRE PAID
Pre Paid means we have to pay before we use the service. In case of pre paid we have
different denominations of vouchers, we have to buy the recharge vouchers and then by
entering the 12-digit number we have to recharge our number. We can also recharge our
number online, with Lapu facility or by buying the recharge vouchers.
Handset is also available with Pre Paid connections. We also have different tariff for pre paid
and for reducing the call charges, those which are called as Power Recharge also. Roaming
facilities are also give in pre paid all over India other than North East and Jammu & Kashmir
for security reasons.
BLACK BERRY
BlackBerry from Airtel is an always connected wireless solution providing easy and secure
access to your email and data. BlackBerry is the worlds most integrated communication
device on Airtel. With this we can now be constantly accessible on mail, talk on phones and
surf the internet at the same time, schedule and coordinate appointments in the middle of
meetings, raise approval request, log in orders, update business databases and stay connected
to your colleagues, customers, friends and family from anywhere, anytime.

KEY FEATURES

Wireless

Email

SMS/MMS

Organiser

Camera*

Attachments

Calender

Media*

Instant
Messaging

Internet

SMARTPHONES
Smartphones are those which is supported by Windows mobile 6.5. We can say this
smartphones as Mobile PC. We can access in internet and can keep all updates almost all the
times. It has a very strong memory backup and can keep in its memory for longer time.

BROADBAND
Broadband is a high speed internet service which is provided by Airtel. As we all know how
the broadband connection is, it comes with an extra wire which is connected with PC or
Laptop whatever with the customer wants to use it. It also has different tariffs and many
other variations in it. It is not moveable in every place, we have to use in that place where
we have taken the connection. The broadband service is very much popular and is
acceptable by the customer. It has a very great demand in the market.

DIGITAL TV
Now a days this digital TV has become very famous and popular among the people. This
digital TV comes with a dish which is directly connected with the satellite. In this service we
can choose the channel required according to our wish. In digital TV also we have to
subscribe for the channels. The picture quality with digital TV is very high and is very much
clear.
With digital TV we have the facility of recording and pause the programme. The provided
cable TV service is now a days getting extinct among the people. With this modern change
in technology people are also opting the change.

FIXED LINE
Fixed lines we all know what exactly it is. This are those telephone lines which is fixed in
one place and is connected with a wire. This fixed lines are usually used in homes, shops,
telephone boots, office, etc where the mobility of the phone line is not there. BSNL was the
first to provide with fixed lines in the country. Now almost all the telecom companys
provide fixed line connection.
This fixed line has also the different tariffs. The fixed line is usually post paid, but we can opt
for pre paid also. This is very much helpful to the customer because it has a less failure of
lines and almost nil network problems.
This is all about the product of Airtel which is provided in the market for the customer. All
the products of Airtel is running successfully in the market without any failure. The service
which is provided by Airtel is speechless and in any problem with the product they try to help
the customer as fast as possible.

All the product has unique features in itself. All are different in their perspective fields and
because of the unique characteristics of the product, the brand AIRTEL is acceptable in the
market.

HUMAN RESOURCE DEPARTMENT

Organizations are made up of people and functions through people. Human resources are the
wealth of the organization. No organization can run without human being. This human being
helps the organization to achieve goals and targets of the organization. It is the total
knowledge, ability, talents and aptitude of an organization work force.
Human resource management (HRM) is the understanding and application of the policy and
procedures that directly affect the people working within the project team and working group.
These policies include recruitment, retention, reward, personal development, training and
career development.
According to Edwin B. Flippo HRM is the planning, organizing, directing and controlling of
the procurement, development, compensation, integration, maintenance and production of
human resources to the end that individual, organizational and societal objectives are
accomplished
Human Resource Management is the process of binding people and organization together so
that the objectives are achieved. Organizations are not mere bricks, motor, machines or
inventories. They are people. It is the people who staff and manage organization.
OBJECTIVES OF HRM:
Objectives are predetermined goals to which individual or group activity in organization is
directed. Obesity of personal management is influenced by organizational goals, individual
goals and social goals are instituted to attain certain specific goals. There are some of the
basic objectives of HRM:
To create and utilize the people in the organization.
Motivate the workforce to accomplish the basic organizational goals.
Harmonious relation among all the members/workers of the organization.
Effective utilization of the human resources.
Provide training to the workers to improve their skills.
The Human Resource department in Airtel is divided into four sub-divisions. Let us see what
the entire department does and how it functions:

HUMAN
RESOURCE

TALENT
ACQUISITION

HUMAN RESOURCE
OPERATIONS
LEARNING AND
DEVELOPMENT

ADMINISTRATION/
SUPPORT FUNCTION

Now let us see what this departments usually does and what they provide to the employees of
the organization.

TALENT ACQUISITION:

1. ORGANIZATION STRUCTURE.
For talent acquisition the HR department should be familiar with the organization structure.
Because if they are not then they cannot know what are the people required and in which
department.

2. MANPOWER REQUIREMENT/ PLANNING.

Then comes the requirement of the manpower in the organization. Accordingly the HR
manager will plan and recruit people in the organization and fill up the gap. While

recruitment the company also has certain criteria for selection of candidates. The company
sees whether the company requires an MBA or Graduate or Engineer i.e. we can say the type.
They also sees that what type of skill is required for the job.
According to Gisler, Man power planning is the process- including forecasting, developing
and controlling by which a firm ensures that it has the right number of people and right kind
of people at the right time at right place, doing work for which they are economically most
useful.
3. SOURCING.
Means what are the sources of selection of candidate. Candidates can selected from the
Educational Institute, Consultancies, Job Sites and Direct Approach.

4. HIRING.
Hiring means the process of selection of the candidate. The steps included in hiring are:STEP 1: Short listing of the CVs submitted by the candidate.
STEP 2: Call for interview is given to the candidates. Again the type of interview may be
Verbal, Written and Psychometric.
STEP 3: Finally the selection of an candidate is done wherein the Offer letter is given to the
candidate, Appointment letter is given, Reference Check is done and also the Medical check
up.
5. INDUCTION/ORIENTATION:
After all the above formalities are done then comes the Induction Programme where the
newly joined employees are made familiar with the organization and the Rules regulations
and the policies of the organization. It also includes the joining formalities and organization
orientation.

LEARNING AND DEVELOPMENT

1. PMS (PERFORMANCE MANAGEMENT SYSTEM):
This is a system where the performance of an employee is measured based on the annual
KRAs .
2. CAREER DEVELOPMENT OF EMPLOYEE.

3. TRAINING AND DEVELOPMENT.

In this the employees are provided with training programmes to increase their efficiency and
potentiality.
HUMAN RESOURCE AND OPERATIONS
This sub division of HR department looks after the Salary of the employees, compensation,
Fringe Benefits and also records all the information regarding the employees working in the
organization.
ADMIN/SUPPORT FUNCTION
This looks after all kinds of support and facilities of the organization.
PROCEDURE FOR PROMOTION:
Promotion or level up gradation is based on the performance basis the KRAs. Employees are
evaluated on the key business parameters and on their leadership skills through a rigorous
evaluation process during the annual PMS ( Performance Management System). Promotion
also depends on the job requirement visa vis the current competencies required.
TRANSFER PROCEDURE:
In Bharti all employment contracts are subject to transfer as per companys requirement.
Employee can also opt for transfer /movement from one location to another due to family
reasons .

MARKETING DEPARTMENT
Marketing can defined as:
According to Philip Kotler Marketing is Marketing is analyzing, organizing, planning and
controlling of the firms customer impinging resources, policies activities with a view to
satisfying the needs and wants of chosen customer groups at a profit.
Marketing occupies an imperative position in the organization of a business unit. The
traditional view of the marketing asserts that the customers will accept whatever product the
seller offers them. In this way the main concern of the producer is to produce without
considering the changes. The modern concept may be viewed from the customers point of
view. Marketing is customer-centered, i.e.it resolves entirely around the ultimate consumer.
The producer cannot produce whatever he likes but he has to produce what customer needs.
In this way, marketing executes all those functions, which are necessary to pass on goods
from the producer to the customers in a process to satisfy their needs. Thus the primary
objectives of modern marketing are the satisfaction of customers needs. Therefore,
marketing functions are not limited to the functions of buying and selling but they include all
functions necessary to satisfy the customer such as financing, storage, risk bearing and after
sale service etc.
The Marketing Department maintains and adheres to certain policies and procedure that have
been framed in the same manner just other departments maintain their policies and procedure
for the overall benefit of the organization.
The structure of the Marketing department maintain by AIRTEL.

MARKETING

ACQUISATION

VALUE ADDED
SERVICE

CUSTOMER
LIFE CYCLE
MANAGEMENT

BABY CARE

MARCOM/
BRAND TEAM

BUSINESS
PLANNING AND
CUSTOMER INSIGHT

HIGH VALUE
MASS

INACTIVITY

We all know that the work of an mobile overs when we make a call by pressing the green
button and cancelling with the red button. But there is a lot to know beyond this. Paying bill
and recharging with the number doesnt end up. From the organization point of view there is
a lot work to be done to satisfy the customers.

ACQUISITION:
This is the department where customers when enters new into the service, this team plays a
role there. They on board the customers in the company.
CUSTOMER LIFE CYCLE MANAGEMENT:

ENTRY

EXIT

LIFE CYCLE OF A
CUSTOMER
BABY CARE:
Baby care is taken to those customers who are new for the company. And to make them
comfortable with the company this care is taken. They are provided all the information and
make the customer what all the products and schemes are available.

MASS:
Mass group is that which means there are a large number of customers. And the mass group
is the Pre Paid users. The company tries to retain the number of users. They are not so
concerned with the income from them, but concerned mostly about the huge number of
customers in the company.

HIGH VALUE:
High Value customers are the Post Paid customers. The number of Post Paid customers is
less, but the revenue generated from the Post Paid customer is high. So the company tries to
maintain the revenue earned from customer.
INACTIVITY:
This department plays a role when a customer comes out of the Cycle. They play a role of
retaining the customers by offerings other schemes and by asking the reason behind leaving
the company. And if the customer agrees with the new schemes offered by the company, they
continues with the service and if not they will leave the company.

VALUE ADDED SERVICE:

Value Added Service is the service which is not a voice call, i.e. SMS, MMS, etc.

MARCOM/ BRAND TEAM:

This team is the medium of communication between the company and the customer. They
influence the selling of a product in the market. They express the thought of the company in a
practical form to the customers.
BUSINESS PLANNING AND CUSTOMER INSIGHT:
This department plan the future of the business and how to present them in the market so that
they can attract the customers and grow up their business.
The marketing department has to monitor their customers all the time. They are the only one
who can fulfil the need, desire and wants of the customer. It is very much important to know
how the customer treats the product in the market. The marketing department creates brand
awareness in the market.
The marketing department creates new outlets in the market so that the brand can perform
well and also made available to the customers.

FINANCE DEPARTMENT
Finance is the lifeblood of the business. Finance can be defined as the activity concerned with
the planning, raising, controlling and acquiring of funds used in the business. Finance is the
process of acquiring and utilizing funds by a business. Without proper financial management,
organization cannot achieve its objectives.
Bad production management and bad sales in hundreds, but faulty Finance slain in
thousand
It is the master key, which provides access to all the sources for being employed in the
manufacturing and merchandising activities. It has rightly been said that business needs
money to make more money, when it is properly managed. Hence, efficient management of
every business enterprise is closely linked with efficient management of its finance.
Although it may be difficult to separate the finance functions from production marketing and
other functions themselves can be readily identified. We may identify two kinds of finance
functions:
1. Managerial
2. Routine
Managerial finance functions are so called because they require skilful planning, control and
executing of financial activities.
Routine finance functions do not require a great managerial ability to carry them out. They
are chiefly clerical and are incidental to the effective handling of the managerial finance
functions.
a) Investment or assets mixed decisions
b) Financing or capital mixed decision.
For the effective execution of the managerial functions, the identical routines have to be
performed. These decision concern the procedure and involve a lot of paper works and time.
Some of them are below:
a) Supervision of cash receipt and payment and safeguarding of cash balances.

b) Taking care of the mechanical details of new financing.

c) Record keeping and reporting.
Airtel has three verticals of the Finance Department. They are:

VERTICALS

FINANCIAL
REPORTING AND
COMPLIENCES

BIUSINESS
PLANNING
AND ANALYSIS

TAXATION

FINANCIAL REPORTING AND COMPLIENCES:

This vertical of the finance department deals with hard core accounting. We can also say the
day-to-day operations of the business.
BUSINESS PLANNING AND ANALYSIS:
They plan the future requirements of fund in the business. They are also concerned with the
decision support system. The reporting part to the higher authority is done by this department.
TAXATION:
All the tax part is looked by this vertical. They decide the amount of tax to be included. What
should be the payment of tax and how much tax is collected is looked by this vertical.

INVESTMENT:
Investments are mainly done in the setting up of network towers and underground fibre
cables. And the outside investments are done by the higher authority like the CEO of the
company.
COLLECTION OF REVENUE:
Revenues are collected from the three sources. They are:
a) MTC (Mobile Terminating Cost)
b) MOC (Mobile originating Cost)
c) Roaming revenue.

The company has to pay to the other telecom companies for using of the network. Suppose an
Airtel customer makes a call to Reliance customer, then Airtel has to pay to Relience for
making a call to the network. Rate of payment differs from step to step. There are different
rates for making a local call, for STD call and for ISD call.

SWOT ANALYSIS
STRENGTHS

Cost advantage

Current leaders in quality service

Largest distribution network

Ability to constantly innovate

Highly skilled workforce

Entrepreneurial zeal

Airtels increased equity and market cap.

WEAKNESSES

To prove credibility

Price pressures

Need for Government support

Awareness

Sales and Marketing

OPPORTUNITIES

To sustain passion and commitment

Airtels market share increasing at other service providerexpense. Thus opportunity to
wipe it out.
Attain higher value services
Collaborative business needs to be explored
Vertical repeatable solutions.
Low penetration level in rural markets.

THREATS

Foreign investment
Global trends moving from GPS to WLL.
Lack of global parity in telecom tariff
Other competition

CONCLUSION

Airtel is fulfilling the needs of many people. The company should promote their product as
attractively as possible. They should also maintain the market reputation they has and retain
the customers. There are lot of competitors in the market, the company should face the tough
competition and come out with better policies and plans.
They should always focus on achieving the targets or objectives of the company. The
company has a tie up with many large organizations and which is because of their service and
reputation in the market. Hence, the organization should change its policies with the changing
market and maintain its position.