S.R.
Luthra Institute Of Management
A Comprehensive Project On Mobile Submitted To Ms.Rupal Khambhati Ms.Megha Gohel By, Manish Patel (02) Hiren Patel (18)
Tushar Patel (07) Vivek Rana (34) Vipul Golechha (09) Rahul Jivani (53)
Telecom Industry in India Background
The Indian Telecommunications network is the third largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world. The telecommunication sector continued to register significant success during the year and has emerged
as one of the key sectors responsible for Indias resurgent Indias economic growth. GROWTH This rapid growth has been possible due to various proactive and positive decisions of the Government and contribution of both by the public and the private sector. The rapid strides in the telecom sector have been facilitated by liberal policies of the Government that provide easy market access for telecom equipment and a fair regulatory framework for offering telecom services to the Indian consumers at affordable prices.
GSM SECTOR
In terms of the Global System for Mobile Communication (GSM) subscriber base this now places India third after China and Russia.China had 401.7 million GSM subscribers CDMA SERVICE CDMA technology was introduced in India as a limited mobility solution. The introduction of CDMA services has created competition, lowered
tariffs and offered many citizens access communication services for the first time
to
ABOUT THE VOICE MOBILE Vision : Voice Mobile believes in the connected younger generation. In the coming years, the arrival of the Cloud Computing era will change our society. Data centric services and communication will become globally available providing entertainment more effectively
to people and it will also make the world more convenient and connected.
Mission : With the aim of taking the lead in the mobile communications race, we are making a tremendous effort to positively transform the lifestyle and livelihood of our customers. So in an indian industry where innovation is key, we were to operate on a dual band network. And right now, were working on even more firsts, like building the first HSPA++ Technology in India which starts covering the population of India with a network that provides customers with a stronger signal both indoors and outdoors. We looking to the future to bring you the technology of tomorrow today. That's why, above all, We are a provider of possibilities. Every day, more Indian turn to us for simple, innovative, value-for-money products, exceptional customer service, and the promise of something even better to come.
PRODUCT PROFILE :
VOICE 3210 Advance Mobile Tracker 2000 Phonebook 500 SMS storage Polyphonic Ringtone Auto change wallpaper Speaker phone
VOICE 1607 Advance Mobile Tracker 2000 Phonebook 1000 SMS storage MP3 Ringtone Auto change wallpaper
Speaker phone
VOICE 7927
Advance Mobile Tracker 2000 Phonebook 1000 SMS storage MP3 Ringtone
2 GB micro sd card VGA camera
VOICE H 2718
2 mp camera FM recording 4 GB MSD Equalizer Surround sound MP4,3GP,MP3 Player Bluetooth
VOICE H 3260
2 mp camera FM recording 4 GB MSD Robust design Surround sound MP4,3GP,MP3 Player Bluetooth & Wi-Fi
VOICE DOES TOUCH 647
LCD 2.3 16 million colors TFT Dual Sim CDMA+GSM MSD support up to 6GB Stereo FM 1240 MAH battery
VOICE E 1071 Wide screen display Android Application 4GB MSD card WI-FI & Bluetooth 7MP camera MP4 , MP3 player
VOICE E 2050
Touch screen 7MP camera
2.5 mgh processor 512 ram 16 GB inbuilt mem GPRS service
Geographic Segmentation
By providing region wise features in mobile Like
Saare Jahaan Se Acchha1 st Indian ring tone (voice 3210)
First Hindi User Interface (voice 1607) First Hindi text input (voice 1607) First Made for India phone (voice 7927)
Saral Mobile Sandesh -Hindi SMS campaign
Target Market
Trendy young people , Professionals Large businesses, the common cellular phone user, and organizations such as: services to public safety, the government, and both utility and manufacturing enterprises
Positioning
At Voice, customers remain top priority There are three strategic assets that Voice invests in and prioritize: Brand and design Customer engagement and fulfillment - Technology and architectur
VALUE CHAIN ANALYSIS
Primary activities : Material makes 70% of production cost, so we always tried to have close integration with
suppliers. Hence, when procuring it is very important to control tightly and reduce the logistical cost. Moreover, diminution of inventory will be an added benefit so that working capital requirements will be less. MRP philosophy is being adopted by the company. So that inventory cost is getting low & we get timely delivery of assemble parts, Online real time connectivity between the Suppliers and distributors its a success of the company. All this has resulted in the reduction of logistical & transactional cost.
Outbound logistics
Through the well established delivery channels from manufacturing to end user, we are fulfilling the Mobile demand in India. The effort is to provide for quality mobile with quick delivery without waiting period and rather filling regions as per demand forecasts and market trends.
Marketing & Sales :
For better marketing and sales of our product we are try to develop good advertisement with showing a different features & uses of the features in that mobile and adopting promotion strategy by sponsoring events and try to serve our product in the Local area also to create a different image in customers mind.
SERVICE :
To provide a better service to the customers even trying to improving a good after selling service like customer care centers in easily available area so that customer can easily solve their problems at their, by providing free home delivery on internet buying, by giving a information about different mobiles on our website etc. we can try to maintain our distribution network very strong, by maintaining good relationship between us and our distributors.
SWOT Analysis of the Company:
Voice Strengths : Voice has largest network of distribution and selling as compared to other mobile phone company in india. It is backed with the highquality and professional team in the HRD Dept. The financial aspect is very strong in case of Voice as it has many more profitable business .The product being user friendly and have all the accessories one want that is why is in great demand making it No-1 selling mobile phones in india. Wide range of products for all class. The re-sell value of Voice phones are high compared to other companys product.
Opportunity: Voice has ample of opportunity to expand its business. With the wide range in mobile, features and different price range for different people, it has
an advantage over the competitors around. With the opportunity like Telecom penetration in India being at the peak time, Voice has an opportunity to increase its sales as well as the market share. As the standard of living in India has increased the purchasing power of the people also increased as well, so Voice has to target right customer at right time to gain the most out of the situation.
Weakness : Voice has many strengths and some weakness. Some of the weakness includes the price of the product offered by the company. Some of the products are not user friendly. Not concern about the lower class for the society people. Not targeting promotion toward them. The price of the product is the main issue. The service centers in India are very few and scare. So after sales service is not good.
Threats: Voice has many threats to tackle to maintain its position as emerging market leader. The threats like emerging of other mobile companies in the market. The companies like Motorola, Voice Eriksson, Nokia etc. these companies have come to the stand of tough competition with Voice in the field of Mobile Phones. Threats can be like providing cheap phones, new features, new style and type, good after sales service etc. So, Voice has to keep in mind the growing competition around. Voice has to make strategies to tackle problems in the present and the near future. The growing demand of WLL network can cause drop in sales for Voice, as Voice provides many less CDMA phones to the customer.
PEST Analysis of the company :
Political factors :
For Voice mob ile th is factor can b e changed at any time. Th e G o v ern men t holds the power to ch an g e an y p o licies and regulations wh ich may affect Vo ice at the time. The cred it crun ch an d the recession may beco me red u ce d , th erefo re resulting in better trad es fo r Vo ice . However this also mean s th at th e sa me h a s occurred for Vo ice s co mp etito rs. Th is means that Voice mu st d ev elo p id eas o n how to stay ahead o f its co mp e tito rs. Th e laws which can affect Vo ice wo u ld con sist of new national po licies. Nati o n ally th e Governme nt may ch an g e or in creas e trading restriction s wh ich wou ld d efin itely change the way Voice wo rk s, b ecau se it needs to trade. Th e Go v ern me n t also h as the power to chang e min i mu m wag e, tax , VAT etc . These facto rs mu st be concentrated on so th at Vo ice is p rep ar ed for any major g lob al ch an ges. Also , mini mu m wage wo u ld also in crease . Currently the state o f o u r eco n omy is n o t in a good position . Fro m all th e h isto ric recessions, we are cu rren tly reported to b e
in the worst one. Th e eco n o mic g ro wth has shrunk which me an s th at the g ro wth of the economy is n eg ativ e. Th e reces sio n and the credit cru nch may be d ed u cted over the next y ear. Economic : Due to this many ch an g es can o ccu r su ch as the interest an d ex ch an g es rates. Du e to the recessi on bein g d ed u cted in th e n ear future, exchange rates may also d ecrease, however steadily . Vo ice mu st b e aware o f any trading restrictio n s th e Go v ern men t has made. Since V o ice is a n n atio n al company the ex ch an g e rates can t so effected to the co mp any bu t, it co u ld be effect on a wa y by increasin g mo b ile cost . If the exchange rates in d ifferent co u n tries have changed, Vo ice wo u ld n eed to wo rk out what prices are th eir p rod u cts b eing sold at and wheth er it wo u ld b e wo rth it. Socially :
Voice mo bile wo u ld b e p red icted to d o well. The compan y has alread y g ain ed a lot of reputation b e cau se o f th e q u ality products . Technology : Technology has b e en imp ro v ed by a mass majority.Voice may ev en h av e n ew competitors which may imp act o n th em. Voice mus t ensure that th ey stay ah ead of technology. They mu st b e ab le to create revolutionary eq u ip men t fo r p eop le because that s wh at th eir co mp any wo u ld rely on to stay a liv e. Co mp an ies su ch as Microsoft and Ap ple wo u ld also d o th e sa me. Peo ple hav e tren d s which Vo ice must lear n so th at th ey may create products which can relate to ward s th e m. For examp le, man y y o un g ad ults ten d to listen to musi c; th erefo re Vo ice wo u ld create products wh ich may allo w p eo p le to listen to musi c an y wh ere at any time. People wil l have d ifferen t taste s o f sty le, trends, activities etc. Vo ice mu st also
improve their wo rk o f id eas so th at they can still please th eir cu sto me rs an d th at they have adapted with th e ag ein g o f th e company . Techno log ical facto rs fo r Voice Corporation are v ery imp o rtan t to study . Voice works arou nd th e u se o f tech n o logy every day . It dep end s o n tech n o lo gy so that it ma y prov id e efficien t pro d u ctiv ity of work internatio n ally . Vo ice wo u ld u se upgraded and new tech n o logy to in crease its productivity lev el an d t o stay ah ead of its co mpetitors. Vo ice wo u ld need to u se new technology to co n d u ct its res earch and development w h ich wo u ld h elp the business create n e w p ro d u cts u sin g custo mer informa tio n an d also by conducting market res earch .
Different player in mobile market :
SAMSUNG : The USP of the Samsung mobiles is the superior display quality that it has due to the technology used in all Samsung products The high end mobiles
possess most of the features but lack quality in terms of music and camera of Sony Ericsson, and durability and user-friendliness of Nokia Medium level mobiles of Samsung again possess good display but lack in features as well as the price is quite high as compared to other brands The low end mobiles are very costly as compared to the same end mobiles of other brands and are less durable also, but has more features than other brands Now Samsung is coming up with innovative features like HD display, woofer quality sound and better camera.
Sony Ericsson : Sony Ericsson mobiles USP is great quality music (Walkman) and great quality camera (Cybershot) The high end mobiles have most of the features with good camera and music but the hardware functionalities and software are not so user friendly. The medium level phones have some features but are less user friendly and durable The low end mobiles are costlier and very less durable than other brands and also lack features The products of Sony Ericsson
lacks innovation and the innovation they implement are unnecessary Nokia : The phones of Nokia are very user friendly, innovative, durable and give value for money. The high end phones of Nokia have all the features and they are durable, without technical glitches and user friendly. The only problem is they are costly The medium level mobiles are reasonable, durable and possess good features than the phones of other brands and suitable for rough use. The low end mobiles are actually meant for poor people and are very cheap and highly durable. They lack features but provide good value for money. The Nokia products come with good software support, user friendly hardware, innovative and basic features, are durable and cheap. That is why they are suitable for Indian customers
A Framework for Successful Mobile Advertising Strategies :
1. Make the most of subscribers data :
Operators are sitting on a gold mine of subscriber data: socio-demographics, consumption habits and behavior, geo-localization, type of mobile device, etc. Fully exploiting this data requires two steps. First, operators must evaluate and integrate the data, which is typically spread across numerous different systems. (They should not underestimate how expensive and time-consuming a process this will be.) Second, operators must implement the data-mining capabilities that will allow them to provide marketers with predictive information on customer behavior and give them the ability to target specific customer segments. 2. Develop an opt-in customer base : The use of customers personal data requires their approval, not just for legal reasons but also to avoid offending customers who might view mobile ads as irrelevant, intrusive, and even harmful. The pursuit of mobile advertising is no excuse to violate customer trust. Opting in is required only for push advertising formats such as messaging; other formats, such as portal banners and in-game advertising, do not require
opting in. Some advanced operators have already opted in as much as 10 percent of their total subscriber base. There is no silver bullet for building an opt-in subscriber base, but several tactics have so far worked well for operators. 3. Acquire the technology to deliver mobile advertising: Delivering mobile advertising requires technology capabilities in three areas: targeting, ad serving, and campaign analytics. Although often neglected, the third category is critical to helping advertisers assess the ROI of mobile advertising and to encouraging their use of the medium. Operators can either own the technologies themselves, or partner with others to have them delivered via a revenue sharing model. There are already many mobile advertising technology specialists in the marketplace; selecting the right partner is critical to supporting the development of additional capabilities. Some large operators,
including Vodafone Group PLC and Telefonica SA, have taken equity positions in technology providers as a means of building and securing access to technology for the long term. Selecting the right technologies should be part of a larger strategy that takes into account the financial capacity of the operator and views mobile advertising as a vital building block of a larger digital content platform. 4. Develop ad-sales experience : Sales of the ad inventory itself could either be outsourced to ad networks through specific partnerships or be kept in-house by developing a dedicated sales team. An increasing number of operators are in-sourcing this activity. Either way, operators must remain engaged in the processreassuring marketers that are new to mobile advertising and explaining to them the technological and legal limits of the services they provideif they want to succeed in this market. In-sourcing ad sales will also enable operators to increase the share of the value captured from mobile advertising.
5. Combine multichannel advertising platforms when possible : The ability to integrate mobile advertising with other channels, such as fixed Internet and TV (e.g., IPTV), will be instrumental in designing complete advertising campaigns. For operators that own several channels, cross-channel advertising is a competitive advantage in the battle with Internet players. 6. Extend services to include mobile payments : The goal of almost every advertisement is to convince consumers to purchase the product or service being advertised. Thanks to the trusted relationship they have built with subscribers, telecommunications operators can offer subscribers the ability to purchase items through their mobile devices, paying through their mobile accounts without providing sensitive personal information via the Web. Mobile payment technologies will help operators build strong positions in the market in the struggle with
Internet players and enable them to tell a more compelling story to advertisers. 7. Participate in mobile advertising standardization : Finally, operators must work together with advertisers to develop the market and to standardize mobile advertising formats and metrics. Standard inventory categories and audience metrics will give advertisers and advertising agencies the confidence they need to try services from which they can expect measurable returns. And the resulting transparency will be critical in overcoming the marketing confidence gap that will otherwise continue to limit the potential of mobile advertising.
