CHAPTER 1: INTRODUCTION

1.1: INTRODUCTION: WiMAX

Worldwide Interoperability for Microwave Access (WiMAX) is currently one of the hottest
technologies in wireless. The Institute of Electrical and Electronics Engineers (IEEE) 802
committee, which sets networking standards such as Ethernet (802.3) and Wi-Fi WiMAX is the
next-generation of wireless technology designed to enable pervasive, high-speed mobile Internet
access to the widest array of devices including notebook PCs, handsets, smart phones, and
consumer electronics such as gaming devices, cameras, camcorders, music players, and more. As
the fourth generation (4G) of wireless technology, WiMAX delivers low-cost, open networks
and is the first all IP mobile Internet solution enabling efficient and scalable networks for data,
video, and voice. As a major driver in the support and development of WiMAX.

1.1.1: Benefits of WiMAX

• Providing a wireless alternative to cable and DSL for “last mile” broadband access.
• Connecting Wi-Fi hotspots to the Internet.
• Providing data and telecommunications services.
• Providing a source of Internet connectivity as a part of business continuity plan. That is,
if a business has both a fixed and wireless Internet connection, especially from unrelated
providers, they are unlikely to be affected by the same service outage.
• Providing portable connectivity.
• Extends up to 50 km (31 miles) & connects IEEE 802.11(Wi-Fi Hotspots) to the internet
and provides a wireless extension to Cable and DSL (Digital Subscriber Line) broadband
connections over long distances.
• IEEE 802.16 standards-based wireless Metropolitan Area Network technology.
• IEEE 802.16, specifies WiMAX in the 10 to 66 GHz range.
• WiMAX technology also provides data rates upto 70 mbps.
• Claims to provide shared data rates up to 70 mbps which according to WiMAX
proponents, is enough bandwidth to simultaneously support more than 60 businesses
with T1-type connectivity and well over a thousand homes at 1Mbit/s DSL-level
connectivity.
• WiMAX will allow interpenetration for broadband service provision of VoIP, video, and
Internet access simultaneously.

1
1.2 BACKGROUND

Worldwide Interoperability for Microwave Access (WiMAX) is currently one of the hottest
technologies in wireless. WiMAX is the next-generation of wireless technology designed to
enable pervasive, high-speed mobile Internet access to the widest array of devices including
notebook PCs, handsets, smart phones, and consumer electronics such as gaming devices,
cameras, camcorders, music players, and more.

As the fourth generation (4G) of wireless technology, WiMAX delivers low-cost, open networks
and is the first all IP mobile Internet solution enabling efficient and scalable networks for data,
video, and voice. Wimax in India is in introductory stage and its uses will increase exponentially
in near future.

The projects is a an effort to know WiMAX uses in India, challenges faced and a primary field
survey for Tata Communication Internet Services Limited (TCISL) across Mumbai metropolitan
region. The primary data along with secondary data is used to do segmentation and targeting for
Wimax services along with identifying buildings and other commercial and residential places
where Wimax towers can be setup.

1.2.1 MSG (MARKET SURVEY GROUP)

This is a report of MARKET SURVEY GROUP to find the potential area in Mumbai for Wimax
internet service. This is a pre launch survey done by MSG. This survey has covered all the
building of the Mumbai. The whole Mumbai is divided in to number of grids. Each grid have an
area of 2K*2K (4km2).Again each grid is sub divided in eight polygon of 0.5 km2
(1Km*0.5Km) each for analysis convenience .This polygon where represented as A, B, C, D, E,
F, G & H (EG 144A this means grid 144 & polygon A).As the objective of the project is to
identify economically potential areas where Wimax BTS Towers could be installed and with
directional requirement signal strength. Initially work is done in developing approach to identify
the suitable data points. GIS software was used for geographic maps with various layers of data
such as Major road name, landmark buildings, societies name with no. of floors, commercial
buildings, parks, railway lines, govt. buildings, school, industrial estates name etc. Then project
was started with identifying P1, P2, & P3 representing priority area. Initially encircled the areas
of t same potential leaving open spaces and slum areas on least priority .As this approach was
highly subjective and couldn’t provide a objective basis for our study so we dropped it . As
people are reluctant to reveal their income level we identified a surrogate of it in terms of
monthly rental of the building. Monthly rentals are directly proportional to their income level so
we had three blocks.

2
1.3 RATIONALE BEHIND THE STUDY

WiMAX is a standards-based wireless technology that provides high throughput broadband

connections over long distances. The Rationale for the study has many points, in other words we
can say there is a lot of point for using Wimax technology in today’s world.

WiMAX is similar to the wireless standard known as Wi-Fi, but on a much larger scale and at
faster speeds. A nomadic version would keep WiMAXenabled devices connected over large
areas, much like today’s cell phone.

WiMAX is based on IEEE 802.16 IEEE standards. Wi-Fi typically provides local network access
for around a few hundred feet with speeds of up to 54 Mbps, a single WiMAX antenna is
expected to have a range of up to 40 miles with speeds of 70 Mbps or more. As such, WiMAX
can bring the underlying Internet connection needed to service local Wi-Fi networks.

Wi-Fi is intended for LAN applications, users scale from one to tens with one subscriber for each
CPE device. Fixed channel sizes (20MHz).WiMAX is designed to efficiently support from one
to hundreds of Consumer premises equipments (CPE)s, with unlimited subscribers behind each
CPE. Flexible channel sizes from 1.5MHz to 20MHz.

WiMAX works at 5 Mbps/Hz and can peak up to 100 Mbps in a 20 MHz channel.

As such, WiMAX can bring the underlying Internet connection needed to service local Wi-Fi
networks. Wi-Fi does not provide ubiquitous broadband while WiMAX does.

For Consumers

• Consumers can receive services in areas with little infrastructure, developed countries,
rural & hard-to-service areas.
• Increased number of players in the market which means options.
• Quick “trickle down” effect of cost savings to consumers.

For Service Providers

• Eliminates commitment to a single vendor, a typical by-product.

• The proprietary technology model.
• Wireless systems significantly reduce operator investment risk.

For Component Makers

• Standardization creates a volume opportunity for chip set vendors.

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The main reasons to implement this technology are:

• To provide customers a more reliable and secure network.

• To eliminate the role of wired technology in the connectivity which is far difficult to
implement in remote areas?
• To be in contact with the customers directly and handle them according to the company’s
policy, i.e. customer satisfaction is the priority of marketing.
• To grow up in the market with more numbers of customers with the help of technology.

1.4 OBJECTIVE OF THE STUDY

• Measuring the potential of market.

• Point out the competitors of industry.
• Specific location.
• Strategy making.

Measuring the potential of market.

Through this project organization will be able to know about the market potential. The overall
customer profile and choices also identified through the project. To about the market potential
this project is very vital and necessary. It is important for organization because before launching
new product or services in market the potential should be known by organization. Otherwise, in
case, product will fail the huge loss of money and resources will be occurred. In Mumbai the
market is potentially existed and if company will make the strategy on that data, will benefited.

Point out the competitors of industry.

The second most important objective of this project is to identify the market threats in the form
of competitors. The data of project clearly pointed out the name and number of competitors in a
particular territory. The knowledge about the competitors is a prerequisite for organizational
planning. Through this project it is clear that MTNL (MAHANAGAR TELEPHONE NIGAM
LIMITED) is a prominent competitor of TATA COMMUNICATION. The other competitors are
RELIENCE and SIFY.

4
Specific location.

Along with the collection of knowledge of customers and competitors the project also provided
the information about opportunity places. Several places are traced as highly potential for new
internet service. As the Mumbai city is one of the largest industrial hub in the world, and people
living at here have good spending habit for new products and services. So at the end of the
completion of this research researcher come to know that Mumbai is greatest opportunity for
WiMAX.

Strategy making.

The overall knowledge of market, competitors will enables to the organization to establish the
long term as well as short term strategy. The data related to these are very important .The data
will be properly analyzed and interpreted for better strategy making.

Though Tata Communication’s project is certainly the first taste of WiMAX for the country, the
plan is certainly remarkable in its scope. Tata Communications want to launch its new internet
service with a boom; they don’t want to take any type of risk to launch its internet service. So
Tata Communication undertook a market research to know the scope for their internet service
called “WiMAX”. As Tata Communications going to invest 500 million dollars. Hence, through
this Market Research, researchers come to know about potential market for the new internet
services. Researchers also come to know about competition in the market, that is how many
companies are there in Mumbai and in India who provides Internet services, their market share
etc.

Researcher also comes to know about the place where they find lots of opportunity for their
internet services and according to that researcher will make their strategy to get entered into the
market.

5
1.5 ORGANIZATION OF THE REPORT
The first chapter consists of introduction of the project. What are the benefits of WiMAX and
Objectives of This Report.
The second chapter consists of introduction of WiMAX, WiMAX in India, introduction of
MSG (market survey group) and brief introduction about TATA COMMUNICATIONS
Third chapter deals with research design including topics such as research process, type of
research design used, sampling design and how the data was collected. It ends with describing
factors which were considered while framing the questionnaire.
Chapter four deals with research findings of the project which came across after conducting the
survey.
Finally chapter five deals with conclusion part. It consists of limitation & scope of the project
& ends with recommendations for the company.

6
CHAPTER 2: REVIEW OF LITERATURE

2.1 INTRODUCTION TO WiMAX

WiMAX, a short form of Worldwide Interoperability for Microwave Access. It is a

telecommunications technology that provides wireless transmission of data using a variety of
transmission modes from points-to-multipoint links to portables and fully mobile internet access.
The technology provides 3Mbps broadband speed without need of cables.

Tata Communications already in business of providing internet service. In Bangalore Tata

Communications provide WiMAX internet service through Tata Sky dish TV. Through Dish TV
Tata provide internet service with wired connections. WiMAX subscriber units are available in
both indoor and outdoor versions. Self-install indoor units are convenient, but radio losses mean
that the subscriber must be significantly closer to WiMAX base station than with professionally
install external units. With the potential of mobile WiMAX, there is an increasing focus on
portable units. This includes handsets, PC peripherals, and embedded device in laptops, which
are now available for Wi-Fi services.

The demand for broadband connectivity from urban homes and small/medium business is
growing rapidly and this cannot be met effectively by the existing wire-line technologies.
Wireless will be the dominant delivery mode for the broadband services just as wireless now
dominates voice service. Thanks to its true broadband performance, early availability and cost
advantages, WiMAX is best-positioned serve this huge Indian market Several Indian service
provider have already acquired suitable spectrum licenses to deploy wireless broadband services
and are planning early rollouts in 2006. WiMAX is the first truly broadband technology available
to meet Indian market needs. The presence of leading WiMAX technology vendors like Beceem
Communications and other system integrators in India will for the first time, usher significant
local high technology value additions, and working with service providers also help fine tune
WiMAX deployment in the country.

WiMAX system consists of two parts: WiMAX tower, WiMAX receiver. WiMAX tower station
can connect directly to the Internet using a high-bandwidth, wired connection. It can also connect
to another WiMAX tower using a line-of-sight, microwave link. This is called Backhaul. A
single tower can cover up to 3,000 square miles. Thus WiMAX provides coverage to remote
rural areas. In Wi-Fi the MAC uses contention access causing interruption which reduces their

7
throughput whereas WiMAX has a scheduling MAC which works in time slots by the base
station.

A WiMAX Base Station: Base station consists of indoor electronics and a WiMAX tower.
Typically, a base station can cover up to 10 km radius (Theoretically, a base station can cover up
to 50 kilo meter radius or 30 miles, however practical considerations limit it to about 10 km or 6
miles). Any wireless node within the coverage area would be able to access the Internet.

A WiMAX receiver - The receiver and antenna could be a stand-alone box or a PCMCIA card
that sits in your laptop or computer. Access to WiMAX base station is similar to accessing a
Wireless Access Point in a Wi-Fi network, but the coverage is more.

Several base stations can be connected with one another by use of high-speed backhaul
microwave links. This would allow for roaming by a WiMAX subscriber from one base station
to another base station area, similar to roaming enabled by Cellular phone companies.

Important Wireless MAN IEEE 802.16 (WiMAX) Specifications

• Range - 30-mile (50-km) radius from base station

• Speed - Up to 70 megabits per second
• Non-Line-of-sight (NLoS) between user and base station
• Frequency bands - 2 to 11 GHz and 10 to 66 GHz (licensed and unlicensed bands)
• Defines both the MAC and PHY layers and allows multiple PHY-layer specifications.

2.2 WiMAX IN INDIA: WiMAX INTERNET SERVICES.

WiMAX, the Worldwide Interoperability for Microwave Access, is a telecommunications

technology that provides wireless data in a variety of ways, from point-to-point links to full
mobile cellular type access. It is based on the IEEE 802.16 standard, which is also called
Wireless MAN. The name "WiMAX" was created by the WiMAX Forum, which was formed in
June 2001 to promote conformance and interoperability of the standard.

WiMAX is a wireless digital communications system, also known as IEEE 802.16 that is
intended for wireless "metropolitan area networks". WiMAX can provide broadband wireless
access (BWA) up to 30 miles (50 km) for fixed stations, and 3 - 10 miles (5 - 15 km) for mobile
stations. In contrast, the WiFi/802.11 wireless local area network standard is limited in most
cases to only 100 - 300 feet (30 - 100m).

8
With WiMAX, WiFi-like data rates are easily supported, but the issue of interference is lessened.
WiMAX operates on both licensed and non-licensed frequencies, providing a regulated
environment and viable economic model for wireless carriers.

Is WiMAX important for India? Researcher think WiMAX is very important for India because
of the complicated wirings we have in India. If you just look up at any junction you will see the
power cables, telephone cables, TV cables all fighting for space on the poles. When it comes to
TV, telephone, internet we all want uninterrupted and reliable connectivity.

Bangalore becoming the first WiMAX enabled city in India. Researcher knows very little about WiMAX.
Researcher doesn’t want to get very technical makes a difference. On the other hand he thinks it is
important to understand how it makes a difference to user.

• Firstly some basics - WiMAX, the Worldwide Interoperability for Microwave Access, is
a telecommunications technology aimed at providing wireless data over long distances in
a variety of ways, from point-to-point links to full mobile cellular type access.

• The WiMAX was coined by the WiMAX forum. WiMAX is a standards-based

technology enabling the delivery of “last mile wireless broadband access” as an
alternative to wired broadband like cable and DSL. WiMAX provides fixed , nomadic,
portable and, soon, mobile wireless broadband connectivity without the need for direct
line-of-sight with a base station. In a typical cell radius deployment of three to ten
kilometers, WiMAX Forum Certified™ systems can be expected to deliver capacity of up
to 40 Mbps per channel, for fixed and portable access applications.

• The demand for broadband connectivity from urban homes and small/medium businesses
is growing rapidly and this cannot be met effectively by the existing wireline
technologies. Wireless will be the dominant delivery mode for broadband services just as
wireless now dominates voice services. Thanks to its true broadband performance, early
availability and cost advantages, WiMAX is best-positioned to serve this huge Indian
market.

9
 • Several Indian service providers have already acquired suitable spectrum licenses to
deploy wireless broadband services and are planning early rollouts in 2006. WiMAX is
the first truly broadband technology available to meet Indian market needs.
• The presence of leading WiMAX technology vendors like Beceem Communications and
other system integrators in India will for the first time, usher significant local high
technology value additions, and working with service providers also help fine tune
WiMAX deployment in the country.

"India is quickly emerging as a major market for WiMAX," said Vinod Khosla, Co-founder of
SUN Microsystems and one of the world's most renown high-tech VCs, as well as is one of
Beceem's major investors. "With a population of more than one billion and a growing economy,
India is a huge market for broadband and needs rapid deployment of such services, which in turn
will further accelerate GDP growth."

In India the last mile connectivity has always been a huge issue. BSNL has a huge advantage
because it has/had the highest number of landline connections, so it is easier for them to provide
the DSL connection. It is a different matter that they have fallen far behind the projected
numbers (DSL). Most of them are made to wait for months to get a DSL connection from BSNL.

More than 70 per cent of Indian households do not have access to fixed wired telephone services
(landlines). This basically means these households don’t have the last mile connectivity and
providing DSL to such households is a big problem. No sane Telco provider will want to dig the
road/footpath to provide a DSL connection unless they are already providing DSL connections in
that area. Getting permission from Government is no small task.

In 2000 the footpaths of Bangalore where invaded - Reliance Telecom (when it was owned by
Mukesh Ambani) were very busy digging entire Bangalore for laying their cables. I was very
excited because it would translate too many more new internet users in India. The big Orange
pipes where hanging and sticking out of the footpath all around Bangalore. Not sure where things
failed but Reliance never took off. So what happened to those hanging pipes? It never went down
the drain. Dogs were “aiming” and peeing inside these orange cables (after all why can’t they be
part of the e-revolution?) and cows were scratching their front and rear ends with these cables.

10
Tata Communications has major plans for the expansion of its WiMAX services in India. This
three-year plan comes at an investment of 500 million dollars.

Though Tata Communication’s project is certainly not the first taste of WiMAX for the country,
the plan is certainly noteworthy in its scope. Lack of planning for the layout of fibers and a vast
number of unconnected rural areas makes WiMAX an attractive solution for India. Wireless
connectivity also means that connections will be less easily interrupted due to flooding or other
natural events that would have typically posed a problem. Another aspect of this project involves
retail centers and hotspots. According to reports from the Central Chronicle, the company will be
setting up 2,000 more retail centers by the end of 2008 with hotspots in all these locations. Tata
Communications estimates that it will have seven to nine million subscribers by 2010 at an
estimated rate of Rs, 500 to Rs. 1,000 (roughly $13 to $25) per month, though government
guidelines on pricing are yet to be released.

Table No. 2.1: WIMAX SERVICES IN INDIA

Wimax in Bangalore In Trial Stage

Wimax in Pune Tested and Implemented

Wimax in Jaipur In Trial Stage 6 Spots

Wimax in Mumbai Not Available

Wimax in Hyderabad Not Available

Wimax in New Delhi Not Available

Wimax in Chennai Not Available

Wimax in Ahmedabad Tested and Implemented

11
2.3 FUTURE OF WIMAX

That study predicts India's WiMAX subscriber base to reach 14 million by Year 2013 and grow
annually at nearly 130%. Furthermore, the study projects initial investment in WiMAX ventures
will top $500M in India."Eventually, we expect WiMAX growth to be much faster in smaller
cities and rural towns. The investment on WiMAX will then go up substantially. WiMAX will
not be an alternative to 3G but will be used for overall broadband diffusion in India.

"WiMAX, unlike 3G, will find the bulk of its consumer applications in providing fixed and
nomadic broadband access in India. Purely mobile usage of WiMAX is expected to be a fairly
small component of the total usage. But technological competition will come in the near term
from 3G which is being marketed in many emerging markets as an alternative for fixed
broadband access" .The summary of the study - Broadband Beyond the Cities: WiMAX in
Emerging Markets Asia Pacific is very optimistic for WiMAX in Asia:

"Consumer subscriptions in the developing Asian countries are forecast to grow at a compound
rate of 132% through 2013, with the subscriber base reaching almost 27 million in that year.
Most emerging markets WiMAX providers will launch their initial services in major urban areas,
to take advantage of concentrations of existing Internet users with purchasing power. However,
over the longer term the most rapid growth is expected to be in second-tier cities and in rural
areas, where there is substantially less competition from incumbent broadband suppliers. China
and India will be critical markets while the speed of HSPA deployment will be the most
significant competitive factor in most markets." We expect WiMAX to be used in urban centers
for fixed broadband access (as an alternative to wire line access). The real growth may occur in
smaller towns and villages, where most people Indian people live. Residents will get low cost
notebook PCs which will be heavily subsidized by Intel . Please see Intel, WiMax Forum to
launch low cost WiMax notebooks in India. While the initial deployment is likely to happen
primarily in urban pockets, WiMAX will find relatively greater utility and less competition from
competing technologies in smaller towns and villages.

The study notes that emerging markets represent a significant growth opportunity for WiMAX
service providers. A consumer subscription in the developing Asian countries is likely to grow
at a compound rate of 132% through 2013, with the total subscriber base reaching almost 27 mn
in Asia. Both India and China will be critical markets for success of WiMAX in the continent.

12
2.4: INTRODUCTION OF MSG

This is a report of MARKET SURVEY GROUP to find the potential area in Mumbai for Wimax
internet service. This is a pre launch survey done by MSG. This survey has covered all the
building of the Mumbai. The whole Mumbai is divided in to number of grids. Each grid have an
area of 2K*2K (4km2).Again each grid is sub divided in eight polygon of 0.5 km2
(1Km*0.5Km) each for analysis convenience .This polygon where represented as A, B, C, D, E,
F, G & H (EG 144A this means grid 144 & polygon A).As the objective of the project is to
identify economically potential areas where Wimax BTS Towers could be installed and with
directional requirement signal strength. Initially work is done in developing approach to identify
the suitable data points. GIS software was used for geographic maps with various layers of data
such as Major road name, landmark buildings, societies name with no. of floors, commercial
buildings, parks, railway lines, govt. buildings, school, industrial estates name etc. Then project
was started with identifying P1, P2, & P3 representing priority area. Initially encircled the areas
of t same potential leaving open spaces and slum areas on least priority .As this approach was
highly subjective and couldn’t provide a objective basis for our study so we dropped it . As
people are reluctant to reveal their income level we identified a surrogate of it in terms of
monthly rental of the building. Monthly rentals are directly proportional to their income level so
we had three blocks.

2.4.1: WHAT IS MARKET SURVEY?

A market survey is an objective and systematic collection, recording, analysis and interpretation
of data about existing or potential markets for a product /service. This definition will be better
understood by looking at the objectives of a market survey. During a market survey, one needs to
focus on: Size of the market and the anticipated market share in terms of volume and value
Pattern of demand—seasonal or fluctuating in time (in a month, day, etc) Market structure
Buying habits and motives of buyers. Unique selling proposition of certain products/services
Past and present trends affecting the selected product or similar product.

2.4.2: MEANING OF MARKET SURVEY GROUP

Market Survey Group is a department of corporate body as any other department in the
corporate. Market survey group provide the information to the other department of the company
about the market. MSG do pre launch survey, run time survey and post launch survey in the
market to find out potential of the market for our product/service with which we are going into
market for sell. MSG is tool through which you can diagnose the market and can came to a frame
of mind what to do and how to do. MSG provides the data to according to our requirement.

13
The company applies the right marketing research survey tools at the right time for your decision
making. Beyond quantitative marketing research surveys, online research communities,
discussion forums, depth interviews and focus groups. Marketing research surveys and related
tools have one primary purpose: to assist in decision-making. Thus, company view of marketing
research methods fit within a larger scheme of marketing intelligence. This knowledge base, the
Strategic Intelligence Platform is comprised of data, ideas, and drivers. Within each are specific
information sources useful and vital for decision making. This is how we take our 'first look' at
your decision, issue, or management question

Within 'data' company offer a full compliment of rigorous marketing research methods, data, and
analytical capabilities. Company primary market research tool kit is broad as this picture shows.

2.4.3: WHY MARKET SURVEY GROOUP

The study of the spending characteristics and purchasing power of the consumer who are within
your business's geographic area of operation; a research method for defining the market
parameters of a business.

Interviews yourself will most likely give you a much better idea of the needs of your target
Market survey where you actually speak to members of your target audience--are an important
part of market research. You can choose to hire a company to do it for you, but conducting the
audience and will provide you with insights that you might not otherwise have gleaned. If you're
going the do-it-yourself route, you'll probably want to act as the focus group moderator. As the
moderator, you'll want to encourage an open-ended flow of conversation and be sure to solicit
comments from quieter members, or you may end up getting all your information from the
talkative participants only. Also, when conducting any type of survey, whether it's a focus group,
a questionnaire or a phone survey, pay particular attention to customers who complain or give
you negative feedback. You don't need to worry about the customers who love your product or
service, but the ones who tell you where you're going wrong provide valuable information to
help you to improve your market share and you could understand the costumer.

2.4.4: OBJECTIVE OF MSG

Tata Communications want to launch new internet service-WiMAX, so Tata Communications

undertook the market research named Project. This market research project is fully carried out by
the MSG. Project is a market research to know the potential market, where company can
successfully launch its new internet service.

It is survey of residential buildings and commercial buildings, which are our target customers.
We have done the survey of residential buildings to know the income of household in those

14
buildings and survey of commercial buildings to know the SME (Small Medium Enterprise)
Categorization.

Each residential building has different kind of flats, rent, area and internet users. Hence we
suppose to calculate the total number of flats, minimum rent of flat in that building and which
internet service used by the people in that building. Each commercial building has different kind
of companies, different kind of manufacturing units, service sectors, IT sectors, financial sectors;
which occupied different kind of space in that building. Every SME has different use of internet
so it is necessary to know the area occupied by that building and different kind of units working
in that area. Commercial buildings includes different kind of sectors/units, hence there
Categorization is necessary.

For the convenience researcher divided SME into 5 Category these were IT industries,
Professional Services, Banking and Financial Institutes, Manufacturing Industries and Wholesale
Retail utilities. IT Industries included BPO, ITES, Small Applications, Design Companies.
Professional Services included Media Educations, Advertisement, Accounting, Legal and
Hospitality. Banking & Financial Institutes included Depository or Non-Depository Institutions,
Security and Commodity Broker. Manufacturing Industries included all manufacturing units like
food, textile, electronics etc.

Following are the Categories under which commercial buildings are divided

Table No 2.2 Categorization of Industrial Sectors

Category Units/Sectors

A IT, BPO, ITES, KPO, Small Applications, Design Companies

B Professional Services, Media, Education, Advertising, Accounting,

hospitality, Legal

C BFSI, Depository or Non-Depository Institution, Security and

Commodity Broker

D Manufacturing Industries, Electronics, Textile, Foods

E Wholesale, Retail, Construction, Logistic, Utilities

After data analysis MSG will submit their report to executives. MSG report in detailed manner
that which area is comfortable to launch the service, competitors’ analysis, and scope for the
WiMAX etc. According to this report executives takes decision on this and will make necessary
steps to launch WiMAX in the market.

15
2.5 INTRODUCTION TO TATA COMPANY

2.5.1: TATA PROFILE:

Tata is a rapidly growing business group based in India with significant international operations.
Revenues in 2007-08 are estimated at $62.5 billion (around Rs251, 543 crore), of which 61 per
cent is from business outside India. The Group employs around 350,000 people worldwide. The
Tata name has been respected in India for 140 years for its adherence to strong values and
business ethics.

The Group's major companies are beginning to be counted globally. Tata companies operate in
seven business sectors: communications and information technology, engineering, materials,
services, energy, consumer products and chemicals. They are, by and large, based in India and
have significant international operations. The total revenue of Tata companies, taken together,
was $62.5 billion (around Rs251, 543 crore) in 2007-08, with 61 per cent of this coming from
business outside India, and they employ around 350,000 people worldwide. The Tata name has
been respected in India for 140 years for its adherence to strong values and business ethics.

Every Tata company or enterprise operates independently. Each of these companies has its own
board of directors and shareholders, to whom it is answerable. There are 27 publicly listed Tata
enterprises and they have a combined market capitalization of some $60 billion, and a
shareholder base of 3.2 million. The major Tata companies are Tata Steel, Tata Motors, Tata
Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata
Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata Motors
is among the top five commercial vehicle manufacturers in the world and has recently acquired
Jaguar and Land Rover. TCS is a leading global software company, with delivery centres in the
US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest
branded tea company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is
the world’s second largest manufacturer of soda ash and Tata Communications is one of the
world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata companies, the Tata brand is also
gaining international recognition. Brand Finance, a UK-based consultancy firm, recently valued
the Tata brand at $9.92 billion and ranked it 51st among the world's Top 100 brands. Business
week magazine ranked Tata 13th among the '25 Most Innovative Companies' list and the
Reputation Institute, USA, recently rated it 11th on its list of world's most reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It
pioneered several industries of national importance in India: steel, power, hospitality and
airlines. In more recent times, its pioneering spirit has been showcased by companies such as
TCS, India’s first software company, and Tata Motors, which made India’s first indigenously
developed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata
Nano.

16
Tata companies have always believed in returning wealth to the society they serve. Two-thirds of
the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts that have
created national institutions for science and technology, medical research, social studies and the
performing arts. The trusts also provide aid and assistance to non-government organizations
working in the areas of education, healthcare and livelihoods. Tata companies also extend social
welfare activities to communities around their industrial units. The combined development-
related expenditure of the trusts and the companies amounts to around 4 per cent of the net
profits of all the Tata companies taken together.

Going forward, Tata is focusing on new technologies and innovation to drive its business in India
and internationally. The Nano car is one example, as is the Eka supercomputer (developed by
another Tata company), which in 2008 was ranked the world’s fourth fastest. Anchored in India
and wedded to traditional values and strong ethics, Tata companies are building multinational
businesses that will achieve growth through excellence and innovation, while balancing the
interests of shareholders, employees and civil society.

2.5.2: BUSINESS SECTOR OF TATA

 Information systems and communications: The Tata group has well-established

enterprises in the fields of software and other information systems, telecommunications
and industrial automation.
 Engineering: The Tata group has a robust presence in engineering, with operations in
automobiles and auto components and a variety of other engineering products and
services.
 Materials: The Tata group is among the global leaders in this business sector, with
operations in steel and composites.
 Services: The Tata group has widespread interests in the hospitality business, as also in
insurance, realty and financial and other services.
 Energy: The Tata group is a significant player in power generation and is also involved
in the oil and gas segment.
 Consumer products: The Tata group has a strong and longstanding business in watches
and jewellery, and a growing presence in the retail industry.
 Chemicals: The Tata group is one of the largest producers of soda ash in the world.
Additionally, it has interests in fertilizers and in the pharmaceuticals business.

2.5.3: INTRODUCTION OF TATA COMMUNICATION

Tata Communications Limited, formerly known as Videsh Sanchar Nigam Limited or VSNL, is
India's largest telecommunication company in international long distance, enterprise data and
internet services. Part of the Tata Group, Tata Communications Limited along with its global
subsidiaries (Tata Communications) is a leading global provider of the new world of
communications.

17
With a reported target of 40 cities and 300 towns, TATA COMMUNICATIONS LTD has major
plans for the expansion of its WIMAX services in India.

Tata Communications is a leading global provider of a new world of communications. With a

leadership position in emerging markets, Tata Communications leverages its advanced solutions
capabilities and domain expertise across its global and pan-India network to deliver managed
solutions to multi-national enterprises, service providers and Indian consumers.

The Tata Global Network includes one of the most advanced and largest submarine cable
networks, a Tier-1 IP network, with connectivity to more than 200 countries across 400 PoPs,
and nearly 1 million square feet of data center and colocation space worldwide.

Tata Communications' depth and breadth of reach in emerging markets includes leadership in
Indian enterprise data services, leadership in global international voice, and strategic investments
in operators in South Africa (Neotel), Sri Lanka (Tata Communications Lanka Limited), Nepal
(United Telecom Limited), and subject to approval by the Chinese government, China (China
Enterprise Communications)

Tata Communications Limited is listed on the Bombay Stock Exchange and the National Stock
Exchange of India and its ADRs are listed on the New York Stock Exchange. (NYSE: TCL).

18
 CHAPTER 3: RESEARCH DESIGN

3.1 INTRODUCTION

Research is a part of building systematic knowledge, human urge for thirst of knowledge has
developed a habit for search and research in him sociologist, economist, physical natural and
nuclear scientists, all advocate on a tension use of research for some of their academic
advancement. Research commonly refers to a search for knowledge in fact research is an art of
scientific investigation. According to advanced learner’s dictionary, research is a careful
investigation of inquiry especially through research for new fact in any branch of knowledge.
Research does not necessitates a hypothesis, and to that extent. The phrase investigation of
hypothetical probations is reduced ant formulation of hypothesis may in itself be topic of
research at times research focuses self on descriptive rather than on casual or experimental
aspects?

Definition of Research : “Research is the process of systematic and in-depth study or

search for any particular topic, subject or area of investigation, backed by the
collection, compilation, presentation, and interpretation of relevant details of data.”

3.2 TYPE OF RESEARCH DESIGN

Research Design for this project

For this project an exploratory type of research design was adopted, which aims at obtaining
complete and accurate information. There is enough provision for protection against biases and
prejudices and even for a-priori perceptions, which help in improving reliability of data.

Exploratory research provides insights into and comprehension of an issue or situation like here
in case of marketing strategy.

Exploratory research is conducted in order to find out causes/reasons behind a specific

marketing problem. It is the starting point of all research projects. The purpose of exploratory

19
research is to define the marketing problem precisely, collect information relating to the problem
and identify alternative causes of action in order to deal with the marketing problem.

Descriptive research

The first half of this project work was exploratory research, where the main focus was given for
exploring the fact and figures for deep understanding of organizations sales growth.

After gathering the sufficient data, the research design converted in to descriptive research. As in
this part the focus was given on describing the marketing strategies of the organization.

3.3 SAMPLING DESIGN & SIZE

The sample size for this project

As an organization they are not that much in touch of the end users consumers. They were in
direct touch with the mediators like super stockiest, distributors, , agents and salesman. Hence
the sample size was limited around them only. The sample size for this project was 400
individuals.

For the research purpose Cluster Sampling Technique was used and a sample of 400 people
was done which consisted suppliers, distributors and retailers around the area & interview was
conducted according to the questionnaire.

3.4 DATA COLLECTION

3.4.1Primary Sources
Primary data was data collected by doing survey. Primary data is specific to related market. In
primary data collection, researcher collects the data himself self using methods such as
interviews and questionnaires. The key point here is that the data researcher collect is unique to
his research and, until you publish, no one else has access to it.

As Tata Communications covered whole Mumbai, followings are some findings from this
survey. In Mumbai, researcher’s team covered area from Borivali to Andheri.

20
3.4.2 Secondary Sources
Secondary data was collected through various means like internet, magazines &
newspapers

 Construction website(mybrick.com etc)

 Marketing Management: Philip Kotler ( Millennium Edition)

 Research Methodology (Kothari).

21
 CHAPTER 4: FINDINGS

4.1 DATA ANALYSIS AND DATA INTERPRETATION

Now after collecting the data from the questionnaire form lot of thing to analysis and for
interpretation. This survey gave the data for the analysis and so that able to get conclusion as
well as findings. Here some charts and table showing which prepared from the data which
collected during interns for market research for WiMAX.

Fig 4.1: Eaning Of People At Home

Figure 4.1 shows that there are 45% family in which number of earning people is 1, 28% family
in which number of earning people are 2, 20% family in which number of earning people are 3 &
only 7% family in which number of earning people is more than 4.

From the analysis it is found that in most of the family only single person is earning. By the
analysis of above data we came to know the spending power of family, more earning family is
our target customer.

22
Fig. 4.2 Rent Of The Flat On Monthly Basis

Figure 4.2 shows that there is 23% family pay below 5000 Rs flat rent on the monthly basis. 30%
family pay below 10000 Rs flat rent on the monthly basis.19% family pay below 20000 Rs. Rs.
Flat rent on the monthly basis.28% family pay above Rs 20000.

From the analysis it is found that in most of the family pay rent more than 20000Rs.By the
analysis of above data we came to know the spending power of family, more earning family is
our target customer.

23
Fig. 4.3 Uses Of Internet Service At Home

Figure 4.3 shows that there are 68% family who use internet service in their home & 32%
family who are not using internet service in their home.

From the analysis it is found that most of the people are keen to use internet, by the help
of this data we find our target customer.

24
Fig. 4.4: Time Spend On Internet

Figure 4.4 shows that there are 18% people who spend 1-2 hours on internet on regular basis,
32% people who spend 2-3 hours, 14% people who spend 3-5 hours & 36% people who spend
more than 5 hours.

From the analysis it is found that most of the people are frequent user of internet & they are our
target customer.

25
Fig. 4.5 Awareness about WiMAX

Figure 4.5 shows that there are 43% people among the sample size are aware about WiMAX &
57% people are unaware about WiMAX.

From the analysis it is found that most of the people in Mumbai are not aware about WiMAX
Technology.

26
4.2 PRESENTATION OF FINDING

According to Data analysis and Data interpretation found the following findings:

According to residential survey we divided the whole Mumbai on the basis of monthly flat
rentals of household.

In south Mumbai, representative areas are prabhadevi, dadar, colaba the average monthly flat
rent for Type 1 residences are 50000Rs. Type 2 residences are 30000 – 40000Rs. & Type 3
residences are 15000 – 25000Rs.

In central Mumbai, representative areas are Dadar, Sion, Mahim, Matunga, Wadala, Chembur
the average monthly flat rent for Type 1 residences are 30000Rs. Type 2 residences are 15000 –
30000Rs. & Type 3 residences are 10000 – 15000Rs.

In North West Mumbai, the representative areas Bandra, Borivali, Anderi, the average monthly
flat rent for Type 1 residence is 30000rs. Type 2 residences are 15000 – 30000Rs & Type 3
residences are 10000 – 15000Rs.

In north central Mumbai, the representative areas are Ghatkopar, Mulund the average monthly
flat rent for Type 1 residences are 30000Rs. Type 2 residences are 15000 – 30000rs & Type 3
residences are 10000 – 15000Rs.

In rest of Mumbai, the representative areas are Mira Road, Bhayandar, Thane, Panvel, New
Bombay, Kalyan, Dombivli, and Vashi. The average monthly flat rent for Type 1 residences are
20000Rs. Type 2 residences are 10000 – 15000Rs & Type 3 residences are 5000 – 8000Rs.

By the help of flat rent able to know that where potential customer is similarly go through the
small and medium enterprises and know where have to put our tower for WiMAX.

Followings are some findings over this survey.

4.2.1Environment

It is the current position of the locality, understand by the researcher. While doing survey
researcher finds some major factors in different region like how it developed its locality,
availability of industries, any tourist spot and so on. Following are certain factors which
researcher point out from locality in which he makes the survey.

Borivali – Borivali is one of the major place in Mumbai. This place has lots of important because
of National Park, Kanheri Caves and also it is western railway’s main station. There is large

27
scale increase in Industries from last few years. As far as residential buildings, numbers of
buildings are constructed within last 5-10 years.

Kandiwali – This area is developed very rapidly from last few years. There are many types of
industries gathered in Kandiwali. Mahindra and Mahindra, Balaji Industries, Akurli Industries,
Charkop Industrial Estate are situated in this region. Cable Corporation of India providing
Internet service in most of part. Thakur Village, Thakur Complex, Lokhandwala Complex are
some areas, where prices/rent of flats are very high. Lifestyle of people in this area is also is
remarkable.

Malad – In Malad, nearly 1250 buildings were constructed in last 18 months, some are still
under construction. The area like link road, Mind space, Pathan wadi etc developing too fast.
Industrial boom is also remarkable in this area. Lots of call centres, educational institutes, Malls
and small industries keep this region awake for 24 hours.

Goregaon – Due to availability of colleges, film studio, malls, dairy farms and great
environment of Chota Kashmir, this area has great importance. Small and Medium enterprises
are having importance in this part. Link road, Oshiwara etc emerging as industrial area.

Jogeshwari – In Jogeshwari, number of industries are growing fast. In Jogeshwri west lot of
industries are situated like manufacturing units, service units, Call centres etc.

Andheri – Andheri is the big industrial hub in Mumbai. Number of Manufacturing sectors, IT
sectors, Banks, Financial Institutions, Educational Institutions, and Malls are increasing fast. As
it is big industrial hub and due to availability of seashore like Juhu beach and Varsova, the
residential buildings are also increased. Rent for a flat in this region is higher than other region.
The life-style of people in this area is also high.

4.2.2 Rent
Rents of residential buildings are different. If the building is nearer to station, nearer to highway,
with all facilities are near then the rent of that building is high, compare to other buildings. The
rent of building also differs from one locality to other. Rent of some buildings in Juhu, Andheri
(west) are more than Rs. 60,000/-, where as rent of some buildings in Kurar Village, Malad (east)
are less than Rs. 4,000/-.

28
Table 4.1: the list of some buildings with their area and rent.

Type Address Square-feet Rent (in Rupees)

1 BHK 560 12,000

Borivali (East)

2 BHK 850 13,000

Link road, Borivali (East)

1 BHK 600 15,000

Raheja Estate, Borivali

3 BHK 1,110 25,000

Thakur Village, Kandiwali(East)

2 BHK 1,080 16,000

Ocenic Tower, Kandiwali (West)

1 BHK 600 12,000

Bhoomi Valley, Kandiwali (East)

1 BHK 555 15,000

Thakur Village, Kandiwali(East)

2 BHK 950 21,000

Malad link Road, Kandiwali(West)

1 BHK 525 12,000

Lokhandwala, Kandiwali(East)

3 BHK 1,325 25,000

Challenger Tower, Kandiwali(East)

2 BHK 815 14,000

Thakur Complex, Kandiwali(East)

1 BHK 250 7,000

Palm-spring, Malad(West)

1 BHK Off Link Road, Malad (West) 600 14,000

2 BHK Suchidham, Malad(East) 1,000 25,000

2 BHK 960 23,000

D’mart, Malad (West)

1 BHK 500 14,000

Pandurang Wadi, Goregaon(East)

2 BHK 900 11,500

Sat-guru Complex, Goregaon (East)

2 BHK 1,050 22,000

Near Movie Star, Goregaon(West)

3 BHK 1,080 21,000

Royal Palms, Goregaon (East)

29
1 BHK 565 15,000
MIDC, Andheri (East)

1 BHK 230 8,000

Poonam Nagar, Andheri (East)

1 BHK 640 20,000

Near Infinity Mall, Andheri (West)

1 BHK 600 23,000

Juhu

1 BHK 550 18,000

7 Bungalow, Andheri (West)

2 BHK 1,050 23,000

Near Station, Andheri (West)

2 BHK 900 25,000

Veera Desai rd, Andheri (West)

1 BHK 550 14,000

Sher-E-Punjab, Andheri(East)

From the above table we can see that, average rent in Borivali is nearly Rs. 13,000/- to Rs.
14,000/-; average rent in Kandiwali is Rs. 17,000/-; average rent in Malad is Rs. 17,000/-;
average rent in Goregaon is Rs. 17,125/-; and average rent in Andheri is Rs, 18,000/-.

Though average rent is little different from one to other locality. But in same locality rent
changes with great difference. The rent of a 950sqft flat in Link Road in Kandiwali is Rs.
21,000/- where as rent of a 1,080sqft flat in Ocean tower in Kandiwali is only 16,000/-. Same in
Goregaon; rent of 900sqft flat is Rs. 11,500/- and rent of 1,050sqft flat is Rs. 22,000/-. Also in
Andheri, rent of 550sqft flat is Rs. 14,000/- and rent of 600sqft flat is Rs. 23,000/-.

The rent is varies in same locality it is because, specific area get advantage of all resources
available there, and give more pressure on development of industries, services and all necessities
and comforts.

Researcher collected the data about residential buildings and commercial building in different
area. He collected information about flats, rent, square feet(space), type of SME (Small
Manufacturing Units) and about competitors. As per the instruction given by the MSG he
divided whole grid according to following Types of residential buildings-

30
TABLE 4.2: Types of residential buildings

Residential Type 1 Type 2 Type 3 Type 4

South Mumbai >50 K 30-50 K 10-30 K <10 K

Central Mumbai >30 K 15-30 K 10-15 K <10 K

North-West Mumbai >30 K 15-30 K 10-15 K <10 K

North Mumbai >30 K 15-30 K 10-15 K <10 K

Rest of Mumbai >20 K 10-20 K 3-10 K <3 K

As per above chart researcher had to divided all grids covered by him in one grid. According to
this chart of researcher team responsible for the survey of North-West Mumbai that covered area
from Borivali to Bandra. Type 1 for North-West Mumbai included these buildings which rent
were more than Rs.30,000/-, Type 2 included these buildings which rent were more than Rs.
15,000/- but less than Rs. 30,000/-, Type 3 covered these buildings which rent were more than
Rs. 10,000/- but less than 15,000/-. And Type 4 included these building rent were less than
10,000/-.

The main reason to divide these buildings in different types was to understand the whole
Mumbai’s spending habits individually. This information was very useful when Tata
Communications launch this Internet Service in Mumbai. When researcher analysed the data he
found some interesting figures about different rent in different area though space was same.

Researcher has given the analysis of Grid 113. This grid covered Andheri East and Andheri
West. This comes under North-West Mumbai.

31
TABLE 4.3: For residential buildings researcher had given analysis of Grid 113

Grid Polygon Data Type 1 Type 2 Type 3 Type 4 Grand

Total
113_A No. of Buildings 27 74 41 0 142
No. of flats 446 1122 782 0 2350
Minimum Flat Rental 35000 18000 10000 0 10000
113_B No. of Buildings 22 83 43 0 148
No. of flats 332 2130 958 0 3420
Minimum Flat Rental 32000 17000 10000 0 10000
113_C No. of Buildings 16 134 39 2 191
No. of flats 216 2571 694 33 3514
Minimum Flat Rental 32000 16000 10000 3000 3000
113_D No. of Buildings 5 60 40 1 106
No. of flats 102 1513 711 20 2346
Minimum Flat Rental 35000 18000 10000 1200 1200
113_E No. of Buildings 3 23 15 4 45
No. of flats 50 1165 382 4 1601
Minimum Flat Rental 40000 18000 10000 8000 8000
113_F No. of Buildings 19 120 265 41 445
No. of flats 232 1744 1361 479 3816
Minimum Flat Rental 35000 16000 10000 5000 5000
113_G No. of Buildings 3 28 25 2 58
No. of flats 0 921 913 2 1836
Minimum Flat Rental 40000 16000 10000 8000 8000
113_H No. of Buildings 23 63 23 0 109
No. of flats 858 2310 499 0 3667
Minimum Flat Rental 35000 17500 10000 0 10000

Total No. of Buildings 118 585 491 50 1244

Total No. of flats 2236 13476 6300 538 22550

Total Minimum Flat Rental 32000 16000 10000 1200 1200

From the above analysis researcher explained that the Grid 113 is divided into 8 different
Polygons (A, B, C, D, E, F, G, H). In Polygon ‘A’ there were total 142 residential buildings
which consist 2350 flats. From that 124 buildings 27 buildings were of Type 1 which included
446 flats and minimum rent for Type 1 was Rs.35,000/-, 74 buildings were of Type 2 with the
minimum rent of Rs.18,000/- and 41 buildings were of the Type 3 which minimum rent was
Rs.10,000/-. There was no building of Type 4 in polygon ‘A’

32
Fig. 4.6 Distribution of buildings in Grid 113

In Polygon ‘B’ there were total 148 buildings which consist of 3420 flats with the minimum rent
of Rs.10, 000/-. Out of which 22 buildings were of Type 1 which included 332 flats with the
minimum rent of Rs.32,000/-, in Type 2 there were 83 buildings which consist of 2130 flats with
minimum rent of Rs.17,000/-, 43 buildings were of Type 3 which included 958 flats with the
minimum rent of Rs.10,000/-. And there was no building of Type 4 in Polygon B.

In Polygon ‘F’ there were total 445 buildings which consist of 3816 buildings for which
minimum rent was Rs.5,000/-. From these 445 buildings 19 buildings were of Type 1 which
included 232 flats with the minimum rent of Rs.35,000/-, 120 buildings were of Type 2 which
consist of total 1744 flats with the minimum rent of Rs.16,000/-. There were 265 buildings of
Type 3 which consist 1361 flats with the minimum rent of Rs.10,000/- and 41 buildings were
came under Type 4 which consist of 479 flats for which minimum rent was Rs. 5,000/-.

Researcher also divided Grid 113 in Type wise. In Grid 113 there were total 1244 building which
consist of 22,550. In this grid, 118 buildings were of Type 1, which consist 2236 flats with the
minimum rent is Rs.32, 000/-. 585 buildings were of the Type 2 with the minimum rent of Rs.
16,000/- there were 13476 flats. 50 buildings were of Type 4 which consist of 538 flats with the
minimum rent of Rs.1, 200/-.

Today there is no building in Mumbai which rent is lower than Rs. 3,000/-.

As researcher analyses above data for residential buildings, he also analysed data of commercial
buildings in same way. divided commercial buildings (SME) in 5 Categories as:

33
Table 4.4: Categories of Commercial Building

Category Units/Sectors
A IT, BPO, ITES, KPO, Small Applications, Design Companies
B Professional Services, Media, Education, Advertising, Accounting, hospitality,
Legal
C BFSI, Depository or Non-Depository Institution, Security and Commodity
Broker
D Manufacturing Industries, Electronics, Textile, Foods
E Wholesale, Retail, Construction, Logistic, Utilities

MSG divided commercial complex because they wanted to know clear and detailed information
about SME. Small enterprises were those units which had 1-10 employees working in this.
Whereas Medium Enterprises were those which had 10-50 employees working in this.

Researcher surveyed in different areas in Mumbai and divide commercial buildings as per need.
Manufacturing units also considered in research and it found that manufacturing units accounts
for second largest part in SME’s. The manufacturing units included all types of Manufacturing
Industries like Textile, Electronics, Food, Rubber and all Consumer durables. Type E includes all
Wholesalers, Retailers, Malls, Construction units, Logistic services and other utilities. Type E
held highest part in Grid 113; there were 1469 Type E units in this grid.

Road touch shop line also considered in research as they were part of SME. Road touch shop
were part of the Category E. Road touch shop line included pan-bidi shop, garage, wada-paw
stall, shoe-chappale shop, repairing shop etc. These types of shops are on every street in
Mumbai. This is the major reason that Category E units were largest in all Polygon of Grid 113.

34
Table4.5: For commercial buildings researcher had given analysis of Grid 113

Polygon 113 A B C D E
A SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 4 10 5 5 324 348

Office Space 952 3829 714 4026 157529 167050

B SME Cat A Cat B Cat C Cat D Cat E

No. of Units 0 6 3 0 285 294

Office Space 0 680 200 0 51910 52790

C SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 2 13 0 2 242 259

Office Space 686 95829 0 1200 177786 275500

D SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 3 8 3 10 154 178

Office Space 2095 3476 2629 6500 20100 34800

E SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 6 62 45 58 142 313

Office Space 1712 297945 18159 83097 222067 622980

F SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 3 20 14 97 241 375

Office Space 12000 103729 6107 64730 146556 333121.4

G SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 11 21 38 32 56 158

Office Space 7972 26617 31967 98628 51917 217100

H SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 7 8 12 25 25 77

Office Space 4381 121955 12262 61893 42342 242833

Total No. of Units 36 148 120 229 1469 2002

Total Office Space 30750 657887 72752 324100 1027734 2113224

35
From this analysis researcher given the information about different types SME’s in Grid 113.
There was total 2002 Small Manufacturing Units (SME) in Grid 113.

Fig. 4.7 Different Types SME’s In Grid 113

Above chart shows the disribution of SME’s in Grid 113.Category A in Grid 113 include 36
SME’s which includes more BPO’s. Category B included 148 SME’s units, out of these most
were hospitality and educational and Meddia mostly found in Andheri West. Category C
included 120 SME’s units, from these most of were banking Industries. Category D covered 229
units, from these most were electonics manufacturing units like Mittal Indusrtial Istate, Laxmi
Industrial Estate etc. Category E covered 1469 SME’s, which mostly included malls and all retail
shops.

According to researchers survey there were 2002 SME’s in Grid 113 which covered area of
2113224 squre feet. According to survey there were large area of Polygon E covered by
industries and large number of industries were saturated in Polygon F.

In all Polygon Category E MSE’s were in highest number. As all small shops, road touch shops,
Kirana stores, gift shops ect considered as retail industree. And these types shops were
everywhere, hence Category E was the highest numbers in all polygon.

36
It was necessary to find area of commercial buildings because based on that TATA
Communications will build Tower for WiMAX. When they got area covered by the industrial
buildings in whole Mumbai, they will point out some places which will sutaible for the Towers.

Following chart shows the area covered by SME’s:

Fig. 4.8 : Area Covered By SME’s

Researcher given total SME’s in grid and area covered by these SME. In all Polygon of Grid
113, there were 36 SME’s of Category A which covered 30750 sq ft area. Where as 148 SME’s
of Catagory B covered 657887 sq ft area. Category C covered 72752 sq ft area, Category D
covered 324100 aq ft area. Largest area of Grid 113 covered by Category E. There were 1469
SME’s in Category E which covered 1027734 sq ft area in Grid 113.

There were total 2002 SME’s in Grid 113which covered 2113224 sq ft area in Andheri. Average
space covered by each SME’s was 1055.56 sq ft. Though there were large number of SME’s of
Category E than the Categoty B, but average area covered by Category B was higher than
Category E. The average area covered by Category B is 4445.18 sq ft, and that of Category E
was 699.61 sq ft. It showed that there were large number of Category E SME’s which acquired a
small place in Andheri.

In same way researcher had done analysis of the all the Grids covered by him. Researcher had
done analysis of nearly 20 Grids in North-West Mumbai. In every grid it was found that there
were different rent of residential buildings, different industries, space covered by SME were
totally different than other grids.

37
Researcher had given analyzed data of Grid 100 and Grid 123:

Grid 100 covered under North-West Mumbai and mainly covered area of Goregaon East and
Goregaon West.

Table 4.6: Analysis of Grid 100

Grid-100
Residential Type 1 Type 2 Type 3 Type 4 Total
NO. of Buildings 36 243 152 0 431

SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 5 25 9 41 144 224
Office Space 15400 25200 39050 68000 133100 280750

Grid 123 covered under North-West Mumbai and mainly covered area of Vileparle East and
Vileparle West.

Table 4.7: Analysis of Grid 123:

Grid-123
Residential Type 1 Type 2 Type 3 Type 4 Total
NO. of Buildings 478 465 166 0 1109

SME Cat A Cat B Cat C Cat D Cat E Total

No. of Units 0 33 8 9 103 153
Office Space 0 295800 33200 22100 216210 567310

On this information TATA Communications took further action for construction of Towers for
WiMAX. Due to information about different industries and space covered by them help to know
the potential customers for thier internet service.

4.2.3 Competition

While doing this research, there are lots of Internet Service Providers in Mumbai as well as in
India. While collecting the data about the buildings, in one locality there are different internet

38
service providers. For example, suppose in Kandiwali, though Cable Corporation of India
provides the internet service, then also people prefer another internet service like MTNL, Air-tel,
and Sify etc.

For 2007, the Internet subscriber base target is 18 million, while that of broadband base is 9
million. And by 2010, the Internet user target is 40 million and broadband subscriber target is 20
million. So WiMAX has opportunity to entered in to the market with a boom.

Following are some major Internet Service Providers.

1. Mahanagar Telephone Nigam Limited (MTNL).

2. Reliance Communications (RCom).

3. Tata Indicom.

4. IOL Netcom LTD.

5. Hathaway Cable and Datacom Private Limited.

6. In2Cable India Pvt Ltd.

7. Sify

4.3 INSTRUMENT USED FOR THIS SURVEY ARE AS FOLLOWS:

• GIS MAPS it contains GRID DATA and GRID MAP
• Excel Sheet
• Target Residential Buildings – Minimum rental value above a certain value
• Target Commercial Buildings – All commercial buildings except retails and wholesale
shops

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Table 4.8: FORMAT OF EXCEL SHEET

Blg Name Address Street Type Sub Floor No. Minimum Competitor
No. Name Type Of Flat Rent
Flat (Rs)

4.4 GIS (GEOGRAPHICAL INFORMATION SYSTEM)

A geographic information system (GIS) integrates hardware, software, and data for capturing,
managing, analyzing, and displaying all forms of geographically referenced information.

GIS allows us to view, understand, question, interpret, and visualize data in many ways that
reveal relationships, patterns, and trends in the form of maps, globes, reports, and charts.

A GIS helps you answer questions and solve problems by looking at your data in a way that is
quickly understood and easily shared.

Different Types of GIS Approach:

4.4.1 The Database View:

A GIS is a unique kind of database of the world—a geographic database (geodatabase). It is an

"Information System for Geography." Fundamentally, a GIS is based on a structured database
that describes the world in geographic terms.

4.4.2 The Map View:

A GIS is a set of intelligent maps and other views that show features and feature relationships on
the earth's surface. Maps of the underlying geographic information can be constructed and used
as "windows into the database" to support queries, analysis, and editing of the information.

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4.4.3 The Model View:

A GIS is a set of information transformation tools that derive new geographic datasets from
existing datasets. These geo processing functions take information from existing datasets, apply
analytic functions, and write results into new derived datasets.

4.5 GRID Maps:

Grid maps contains map of that particular area. For example grid number 78 contain data of
THANE area in Mumbai. Each grid having 8 square kilometers area and each grid divided in to 8
polygon (A-H), having area ½ square kilometers.

HOW TO USE GIS MAP

• City-specific GIS Map to be used as a single information repository.

• Each City is divided into Grids of 4 sq. km (2x2 km)
• Each Grid is Divided into 8 polygons of 0.5 sq. km (0.5x1 km)
• Each such polygon will become a unit for data collection
• Each Polygon would have the following summary primary information

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 CHAPTER 5: CONCLIUSION

5.1 LIMITATIONS

Limitations of the Study

This report an error free reports every effort has been made to offer the most authenticate position
with accuracy. But there may be a possibility of some error in my report also.

 As whole project and findings are based on the information gather through survey fact sheet,
hence there might be a possibility that respondent may have given wrong or partially correct
information.

 The study is confined to Mumbai area only. (only metro or developed city) The research was
conducted in a limited area.

 Less time was a major constraint.

 The respondent were limited so cannot be treated as a whole population.

 The responses of the consumers may not be genuine.(due to competitors ).

5.2 SCOPE

Scope of the Research

 This project will be of great help for the company as the findings will help the
organization for improving their system and approach.
 This project helps us to identify the market potential for WiMAX, which is an internet
service. WiMAX provide a more reliable and secure network to their customer.
 This project study also gives idea about business competition.
 This study also focuses on studying the various techniques adopted by the organisation to
retain the new technology (WiMAX).

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5.3 RECOMMENDATIONS

• All the under construction building by the private builder must be consider as a potential
building in Mumbai.

• All major road (western express, eastern express, S. V. road, etc) and street area must be
covered.

• New project such as Metro and Bandra Worli Sea Link should be also taken in to
consideration.

• Slums which come under MAHADA or MMRDA should be considered.

• Commercial complex and industrial estate must be taken in to consideration.

• Site selection for installing the tower and signal strength must be according to the density
of potential costumer.

5.4: CONCLUDING REMARKS

The project is fully successfully to find out potential customer. The study of the spending
characteristics and purchasing power of the consumer who are within your business's geographic
area of operation a research method for defining the market parameters of a business. The Survey
play a vital role to understand the costumer behavior towards the product, need of the product, behavior
of costumer towards the competitor product, likening and disliking characteristic of product.

This survey report mainly contain the data to find the potential costumer Cluster vise, Grid vise even we
can find it polygon wise the density of the potential costumer, type of potential costumer in area specific.

Building of interest can be easily found as we have a data of large number of building specific location
vise so that it could help network team to install the WiMAX towers.

The future planning for the expansion can also be done as we have data regarding future growth
prospective so that we could be a step ahead with our compotators.

This help the marketing them to make the marketing strategy accordingly so that we have an competitive
advantage over competitors

43
 REFRENCES

Research Methodology: – by N. D. Kothari

Marketing Management :- by Philip Kotler
Fundamentals of Marketing :- by Prof. Richardson
Farming Market opportunity :- by Rayport & Jaworski

http://www.internetworldstats.com/stats.htm

http://www.wimax.com/commentary/blog/blog-2009/february/Study-Predicts-India-to-be-
Largest-WiMAX-market-in-Asia-Pacific-by-2013-0209

K. Fazel and S. Kaiser, Multi-Carrier and Spread Spectrum Systems: From OFDM and MC-
CDMA to LTE and WiMAX, 2nd Edition, John Wiley & Sons, 2008, ISBN 978-0-470-99821-2

M. Ergen, Mobile Broadband - Including WiMAX and LTE, Springer, NY, 2009 ISBN 978-0-
387-68189-4

www.mybrick.com

www.yahoo.com

www.99acer.com

www.slideshare.com

www.tata.com

www.wimaxforam.com

www.tatacommunication.com

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ANNEXURE
QUESTIONNAIRE

For collecting the data a structured questionnaire for the Company is prepared to get detailed and
structured information regarding the WiMAX. The questionnaire includes both the close ended
as well as open ended questions. Given below is the questionnaire:

TATA COMMUNICATION INTERNET SERVICE LTD

(WiMAX)

QUESTIONNAIRE FOR RESIDENCE:-

1. Name: _____________________________________________________________

2. Address: _____________________________________________________________

_____________________________________________________________

3. Contact no.: ____________________________________________________________

4. How many earning person in your family?

a) 1 b) 2

c) 3 d) 4

5. What is the minimum rent of your flat?

a) Below 5000 b) Below 10000

c) Below 10000 d) Above

6. Do you have Internet Service in your home?

a) Yes b) No

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7. How much time you spend on internet?

a) 1-2 hours b) 2-3 hours

c) 3-5 hours d) more than 5 hours

8. Are you aware about the different internet service provider available in Mumbai?

a) Yes b) No

9. Which company internet service do you use?

_____________________________________________________________________________

10. Why did you choose your existing service provider?

_____________________________________________________________________________

_____________________________________________________________________________

11. Do you want to upgrade your internet service?

a) Yes b) No

12. Are you aware about WiMAX?

a) Yes b) No

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