Project report

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CHAPTER – I
INTRODUCTION
1.1 History of Indian Telecommunication
India is the world’s fastest growing industry in the world in terms of number
of wireless connections after China, with 811.59 million mobile phone subscribers.
According to the world telecommunications industry, India will have 1.200 billion
mobile subscribers by 2013.
Furthermore, projections by several leading global consultancies indicate that
the total number of subscribers in India will exceed the total subscriber count in the
China by 2013.
1.2 Commencement of Telecommunication in India
Postal means of communication was the only mean communication until the
year 1850. In 1850 experimental electric telegraph started for first time in India
between Calcutta (Kolkata) and Diamond Harbour (southern suburbs of Kolkata, on
the banks of the Hooghly River).
In 1851, it was opened for the use of the British East India Company.
Subsequently construction of telegraph started throughout India. A separate
department was opened to the public in 1854. Dr.William O’Shaughnessy, who
pioneered the telegraph and telephone in India, belonged to the Public Works

2
Department, and worked towards the development of telecom. Calcutta or the-then
Kolkata was chosen as it was the capital of British India.
In early1881, Oriental Telephone Company Limited of England opened
telephone exchanges at Calcutta (Kolkata), Bombay (Mumbai), Madras (Chennai) and
Ahmedabad. On the 28th January 1882 the first formal telephone service was
established with a total of 93 subscribers.
From the year 1902 India drastically changes from cable telegraph to wireless
telegraph, radio telegraph, radio telephone, trunk dialling. Trunk dialling used in India
for more than a decade, were system allowed subscribers to dial calls with operator
assistance. Later moved to digital microwave, optical fiber, satellite earth station.
During British period all major cities and towns in India were linked with telephones.
1.3 Department of Telecom (DOT)
In the year 1975 Department of Telecom (DoT) was responsible for telecom
services in entire country after separation from Indian Post & Telecommunication.
Decade later Mahanagar Telephone Nigam Limited (MTNL) was chipped out of DoT
to run the telecom services of Delhi and Mumbai.
In 1990s the telecom sector was opened up by the Government for private
investment. In1995 TRAI (Telecom Regulatory Authority of India) was setup. This
reduced the interference of Government in deciding tariffs and policy making. The

3
Government of India corporatized the operations wing of DoT in 2000 and renamed
Department of Telecom as Bharat Sanchar Nigam Limited (BSNL).
In last 10 years many private operator’s especially foreign investors
successfully entered the high potential Indian telecom market. Globally acclaimed
operators like Telenor, NTT Docomo, Vodafone, Sistema, SingTel, Maxis, and
Etisalat invested in India mobile operators.
1.4 Wireless Communication
1.4.1 Pager Services
Pager communication was successful launched in India in the year 1995.
Pagers were looked upon as devices that offered the much needed mobility in
communication, especially for businesses. Motorola was a major player with
nearly 80 per cent of the market share. The other companies included Mobilink,
Pagelink, BPL, Usha Martin telecom and Easy call. Pagers were generally worn on
the belt or carried in the pocket.
The business peaked in 1998 with the subscriber base reaching nearly 2
million. However, the number dropped to less than 500,000 in 2002. The pager
companies in India were soon struggling to maintain their business. While 2-way
pagers could have buffered the fall, the pager companies were not in a position to
upgrade their infrastructure to improve the ailing market. The Indian Paging
Services Association was unable to support the industry. Pager companies in India

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also offered their services in regional languages also. However, the end had begun
already. By 2002, Motorola stops making or servicing pagers. When mobile
phones were commercially launched in India, the pager had many advantages to
boast. Pagers were smaller, had a longer battery life and were considerably
cheaper. However, the mobile phones got better with time and continuously
upgrade themselves.
1.4.2 Mobile Communication
First mobile telephone service on non-commercial basis started in India on
48th Independence Day at country’s capital Delhi. The first cellular call was made in
India on July 31st, 1995 over Modi Telstra’s MobileNet GSM network of
Kolkata. Later mobile telephone services are divided into multiple zones known as
circles. Competition has caused prices to drop and calls across India are one of the
cheapest in the world.
Most0 of operator follows GSM mobile system operate under 900MHz
bandwidth few recent players started operating under 1800MHz bandwidth. CDMA
operators operate under 800Mhz band, they are first to introduce EVDO based high
speed wireless data services via USB dongle. In spite of this huge growth Indian
telecom sector is hit by severe spectrum crunch, corruption by India Govt. officials
and financial troubles.

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In 2008, India entered the 3G arena with the launch of 3G enabled Mobile and
Data services by Government owned MTNL and BSNL. Later from November 2010
private operator’s started to launch their services.
1.4.3 Broadband communication
After US, Japan, India stands in third largest Internet users of which 40% of
Internet used via mobile phones. India ranks one of the lowest providers of broadband
speed as compared countries such as Japan, India and Norway. Minimum broadband
speed of 256kbit/s but speed above 2Mbits is still in a nascent stage.
Year 2007 had been declared as “Year of Broadband” in India. Telco’s
based on ADSL/VDSL in India generally have speeds up to 24Mbit max while those
based on newer Optical Fiber technology offer up to 100Mbits in some plans Fiber-
optic communication (FTTx). Broadband growth has been plagued by many
problems. Complicated tariff structure, metered billing, High charges for right of way,
Lack of domestic content, non implementation of Local-loop unbundling have all
resulted in hindrance to the growth of broadband. Many experts think future of
broadband is on the hands of wireless factor.
1.4.4 Next Generation Network (NGN)
Next Generation Networks, multiple access networks can connect customers
to a core network based on IP technology. These access networks include fiber optics

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or coaxial cable networks connected to fixed locations or customers connected
through Wi-Fi as well as to 3G networks connected to mobile users.
As a result, in the future, it would be impossible to identify whether the next
generation network is a fixed or mobile network and the wireless access broadband
would be used both for fixed and mobile services. It would then be futile to
differentiate between fixed and mobile networks both fixed and mobile users will
access services through a single core network. Cloud based data services are expected
to come.
1.4.5 Indian Satellites
India has launched more than 50 satellites of various types, since its first
attempt in 1975. The organization responsible for Indian satellites is the Indian Space
Research Organization (ISRO). Most Satellites have been launched from various
vehicles, including American, Russian, European satellite-launch rockets, and the
U.S. Space Shuttle. First Indian satellite Aryabhata on 19th April 1975, later
Bhaskara, Rohini, INSAT, Edusat, IRS, GSAT, Kalpana, Cartosat, IMS,
Chandrayaan, ResourceSat, RiSat, AnuSat, etc.

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1.2 ResearchProblem
The man aim behind this study is to offer better products by TATA DOCOMO
to the IT/ITES employees working in the SME sector after studying the employee
aspirations and by assessing the current trends among the employees.
1.3 Objectives of the study
 Understand the current trends among Information Technology &
Information Technology Enabled Services employees of SMEs with
regard to mobile connectivity and internet facility.
 To assess the kind of products/facilities customers prefer apart from the
existing internet and mobile products they use.
1.4 ResearchMethodology
Data Collection
1.4.1 Primary data:
1) Data collected from sample of 75 SMEs located at Technopark,
Trivandrum and Infopark, Ernakulam by questionnaire method.
2) Data collected by visiting Tata Docomo Retail Shops in and around
Ernakulam city.

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Primary Data collection methods:
The data was collected through the following methods:
1) Using questionnaires which were sent to the respondents
through e-mail.
2) By directly meeting the customers.
3) Telephone interviews.
1.4.2 Secondary data:
Here the secondary data is data collected from the company’s
brochures, pamphlets, catalogues and the website.
 Population and Sample
1) Population: All the employees of 230 Small and Medium
Enterprises at Technopark and Infopark.
2) Sample: 75 respondent companies.
3) Sample unit: Human resource (HR) heads of the respondent
companies.
4) Sampling Area: Trivandrum district and Ernakulam district.
Tools of Analysis: (1) Percentages Method

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1.5 Layout of the report
The first chapter contains the introduction of the study. The second chapter
shows industry profile and company profile etc. Third chapter deals with the
data analysis and interpretation. Fourth chapter includes suggestions and
conclusions.
1.6 Limitations of the study
 Sample size was restricted to Technopark, Trivandrum and Infopark,
Ernakulam, as it was difficult to approach people outside that because
of time constraint. So sample size was limited.
 Inadequate information- some of the questions were not answered/
filled properly or accurately.

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CHAPTER – II
INDUSTRY AND COMPANY PROFILE
2.1 PROFILE OF THE INDUSTRY
IT and IT-enabled services (ITeS) is a highly competitive industry with
enterprises seeking to create a niche for themselves in the global market. By
leveraging the advantages of multi-country service delivery capabilities to better
manage evolving customer requirements and execute end-to-end delivery of some
new services, the Indian companies are enhancing their global service delivery
capabilities through a combination of Greenfield initiative, cross-border M&A,
partnerships and alliances with local players. This has resulted in a phenomenal ten-
fold growth over the last decade, with exports accounting for over 65% of revenues.
To stay ahead, IT/ITeS enterprises must react faster to the changes in the marketplace
by maximizing resource utilization and reducing operational costs.
Currently, demanding customers and rapid expansion plans are challenging
companies to efficiently manage their IT environment. The wide geographical spread
and global delivery model of IT/ITeS companies requires high bandwidth for voice
and data connectivity. This has spurred the adoption of content and collaboration
applications and unified communication (UC) in the sector. CIOs/CTOs are looking

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for vendors that can provide cost-effective solutions, quick response time and high
network uptime.
Sectors in Telecom Industry
Broadly telecom industry can be divided into two sectors, Equipment Sector and
Services Sector. Equipment sector players manufacture telecom products whereas the
services sector comprises of operators and other service providers.
2.1.1 Telecommunications Equipment Sector
The telecommunications industry equipment sector is comprised of companies
that manufacture products that are used by both end users and input to other
telecommunications companies. Customers use these products to access
telecommunications services. Other telecommunications companies use these
products to create and maintain infrastructure and deliver services. The equipment
sector provides satellite and broadcast network equipment, wireless
telecommunications equipment, wireline telecommunications equipment and other
telecommunications and computer networking equipment.
2.1.2 Telecommunications Services Sector
This sector constitutes of players in telecommunications industry that provides
various services to end customers like telecom service providers, broadband service

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providers and intermediaries. The telecommunications services sector can be divided
into following categories:
2.1.2.1 Wired Services
The wired services subsector offers direct communication services,
including fixed telephone (local and long distance), broadband, and cable network
services. This subsector also builds and maintains the needed fixed-line infrastructure,
including land lines, microwaves, and satellite link-ups. This subsector also includes
companies that offer non-voice communication products, such as telegraph. The
largest sector of the telecommunications industry continues to be made up of wired
telecommunications carriers. Establishments in this sector mainly provide
telecommunications services via wires and cables that connect customers’ premises to
central offices maintained by telecommunications companies. The central offices
contain switching equipment that routes content to its final destination or to another
switching center that determines the most efficient route for the content to take. These
companies also maintain the cable network that connects different regions of the
country as well as foreign countries, and forms the backbone of the industry. While
voice used to be the main type of data transmitted over the wires, wired
telecommunications service now includes the transmission of all types of graphic,
video, and electronic data mainly over the Internet.

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2.1.2.2. Wireless Services
The wireless services subsector offers services such as cellular mobile
phone, paging, satellite, broadband communication, and wireless public safety
services. This subsector operates and maintains the switching and transmission
facilities to provide these services. Companies in this sector may also supply and
maintain the equipment used to receive signals. Wireless telecommunications carriers,
many of which are subsidiaries of the wired carriers, transmit voice, graphics, data,
and Internet access through the transmission of signals over networks of radio towers.
The signal is transmitted through an antenna into the wireline network. Increasing
numbers of consumers are choosing to replace their home landline phones with
wireless phones. Other wireless services include beeper and paging services.
2.1.2.3 Internet Services
The Internet services subsector offers wired, wireless, and broadband
Internet services, which are provided by telecommunications companies and Internet
service providers, also known as ISPs. Some ISPs also provide extra services, like
web hosting or web page designing. Players in this subsector may build and maintain
their own infrastructure and networks or they may share the infrastructure of other
providers.

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2.1.2.4 Resellers
Resellers of telecommunications services are another sector of the
telecommunications industry. These resellers lease transmission facilities, such as
telephone lines or space on a satellite, from existing telecommunications networks,
and then resell the service to other customers. Other sectors in the industry include
message communications services such as e-mail and facsimile services, satellite
telecommunications, and operators of other communication services ranging from
radar stations to radio networks used by taxicab companies.
2.1.2.5 Cable and Program Distribution
Cable and other program distribution is another sector of the
telecommunications industry. Establishments in this sector provide television and
other services on a subscription or fee basis. These establishments do not include
cable networks. Distributors of pay television services transmit programming through
two basic types of systems. Cable systems transmit programs over fiber optic and
coaxial cables. Direct broadcasting satellite (DBS) operators constitute a growing
segment of the pay television industry. DBS operators transmit programming from
orbiting satellites to customers’ receivers. Establishments in the cable and other
program distribution industry generate revenue through subscriptions, providing

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Internet access, providing phone service, and advertising sales. They also charge fees
for pay-per-view or video-on-demand programs.
2.1.2.6 Other Broadband Services
The other broadband services subsector offers other wired or wireline
broadband services and applications that are not covered by the other three subsectors.
These include services such as Internet Protocol television (IPTV), Voice over
Internet Protocol (VoIP), and Internet Protocol virtual private network (IP VPN or
VPN).
2.2 PROFILE OF THE COMPANY
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the
GSM platform arising out of the Tata Group's strategic alliance with Japanese telecom
major NTT DOCOMO in November 2008.TTL became the first Indian private
telecom operator to launch 3G services in India under the brand name Tata
DOCOMO, with its recent launch in all the nine telecom circles where it bagged the
3G license. Through its association with NTT DOCOMO — one of the world’s
leading mobile operators — the company finds itself favourably positioned to
leverage this first-mover advantage. TTL's joint venture with NTT DOCOMO has
also earned it a significant presence in the GSM space. Tata DOCOMO has received a
pan-India license to operate GSM telecom services, and has been allotted spectrum in

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22 telecom circles, in which it has rolled out GSM services. TTSL and has already
rolled out its services in various circles.
The launch of the TATA DOCOMO brand marks a significant milestone
Indian telecom landscape, as it stands to redefine the very face of telecoms in India.
Tokyo-based NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge technologies and
services. Over the years, technologists at DOCOMO have defined industry
benchmarks like 3G technologies, as also products and services like the i-mode TM,
mobile payment and a plethora of lifestyle-enhancing applications. NTT DOCOMO is
also a global leader in the VAS (Value Added Services) space, both in terms of
services and handset designs.
TATA DOCOMO has also set up a 'Business and Technology Cooperation
Committee, comprising of senior personnel from both companies. The committee is
responsible for identification of the key areas where the two companies will work
together and provide know- how on helping to develop its GSM business.
In December 2008, TTL announced a unique reverse equity swap strategic
agreement between its telecom tower subsidiary, Wireless TT Info-Services and
Quippo Telecom Infrastructure. The combined entity, later named Viom Networks,
kicked off operations with 18,000 towers, thereby becoming the largest independent

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entity in this space. Viom Networks now has a portfolio of close to 45,000 towers and
has the highest tenancy ratios in the industry.
The TTL bouquet comprises four other brands as well — Virgin Mobile,
Walky (for fixed wireless phones), the Photon family (that provides a variety of
options for wireless mobile broadband access), and T24. Of these, T24 was formed of
a strategic partnership with Future Group to offer mobile telephony services on the
GSM platform.
Today, TTL, along with TTL (Maharashtra), serves over 84 million customers
in more than 450,000 towns and villages across the country, with a bouquet of
telephony services encompassing mobile services, wireless desktop phones, public
booth telephony, wireline services and enterprise solutions.
Joint ventures, subsidiaries, associates
 Tata Teleservices (Maharashtra): formerly Hughes Tele.com
(India).
 Virgin Mobile India: a brand franchise arrangement with the
Virgin Mobile group.
 Tata DOCOMO: joint venture with Tokyo-based NTT
DOCOMO.
 T24: strategic partnership with Future Group.

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 Viom: merger of telecom tower operations of TTL (Wireless
TT Info-Services) and Quippo Telecom Infrastructure.
TTSL offers exceptional, value-added products and services to leading IT-
ITeS organizations, helping them achieve their business objectives. TTSL’s ability to
understand organizations business requirements and hence customize their offerings
empowers the client to assume complete control over their business communication.
The simplification of communication through a wide range of advanced
communication products and tools, together with world-class network management
are the hallmarks of TTSL’s offerings. In addition to cost-effective, cutting-edge
products and services to meet all telecom needs, TTSL offers quick turnaround time,
excellent service and customized solutions.
Last mile multi-model access through copper, fiber, HSIA, microwave and
VSAT; superior uptime, throughput, and faster speed with the state-of-the-art
Automatic Switch Over Network (ASON) and; bandwidth on demand on MPLS and
ILL are only some of the many ways in which TTSL helps the IT industry.
A unique proposition is the provision of end-to-end services through a single
window system. Single-vendor ownership with associated benefits like centralized
billing, procurement and easy management, is a powerful tool that underscores the
appeal of TTSL’s solutions.

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2.2.1 CUSTOMER SATISFACTION MEASURES
2.2.1.1 Customer and Workforce Loyalty
These four factors will greatly affect the ability to build a loyal
customer base:
1) Products that are highly differentiated from those of the competition.
2) Higher end products where price is not the primary buying factor.
3) Products with a high service component.
4) Multiple products for the same customer.
Building customer loyalty will be a lot easier if you have a loyal workforce. It
is especially important to retain those employees who interact with customers such
as sales people, technical support, and customer-service people. Many companies
give a lot of attention to retaining sales people but little to support people.
Tata Docomo is different in this area in the sense that they give adequate
perks and other bonus to their employees so that they can develop a sense of
loyalty towards the company.
2.2.1.2 Instant Feedback
Recently, many organizations have implemented feedback loops that
allow them to capture feedback at the point of experience. Tata Docomo has a

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feedback mechanism whereby customers can send any problems/issues or
suggestions while using the service. This has been shown to be useful as it allows
companies to improve their customer service thus making it far more likely that the
customer will return next time.
2.2.1.3 Listen to the customers
Tata Docomo properly listens to the issues of the customers and provides
accurate and precise solutions to them. They have a reverting method whereby the
customers will be called back to know whether their issues are solved upto the
maximum possible extent. For this they maintain computer software through which
they can get the details of the customers who are contacted, the customers who are
yet to be contacted.
2.2.2 MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans. The company
is offers a 1 second pulse without any special recharge unlike its competitors and end
up saving money on unused seconds for their customers.
MARKETING MIX
4P’S of marketing mix are Product Price Place and Promotion.

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PRODUCT:
Tata Docomo has good range of services. Tata Docomo provides both
postpaid and prepaid services. Tata Docomo provides variety and flexible plans to the
customers.
PRICE:
Tata Docomo has attractive tariff plan: Tata Docomo having 1paisa/sec and
other low cost Value Added Services (VAS), it is applicable for both prepaid and
postpaid.
PLACE:
Tata Docomo is having good range of channels of distribution. As Tata
already provides services to the common people, they find it easier to distribute and
sell their products. They have a pan India presence.
PROMOTION:
Through setting up of kiosks at the entrance of various Small and Medium
Enterprises, promotional activities can be done in person. Also through e-mails and by
publishing online ads helps Tata Docomo in promoting their products effectively and
efficiently.

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Market Competitors of Tata Docomo:
 Airtel
 Reliance Communications.
 Vodafone.
 Idea.
2.2.3 COMPETITOR ANALYSIS
The competition has intensified with new players and schemes coming in.
There has never been a better time for the customer to get a mobile phone connection.
There are at least six if not more operators to choose from in ever circle. There are
many competitors like Airtel, Vodafone, Idea, Reliance and BSNL.
Tata Docomo v/s Competitors
1) The equal competitors are coming up with their new tariffs, plans, special
packs and their varying services to prove themselves to be much competitive and
trying to anchor them firmly in this mobile sector.
2) Currently the Tata Docomo came up with its services with an all new tariff
scheme of ‘free talk scheme’ in the small and medium enterprise sector which has
brought out a massive revolution in the small and medium enterprise market.

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3) On 3rd Dec, 2012 In enterprise mobility, Airtel has developed and launched an
in-house platform, called MATE (Mobile Application Tool for Enterprise), which is
an ecosystem that enables mobile devices to become an integral part of enterprise
network, by allowing seamless, secure and on-demand access to enterprise business
data from anywhere, anytime.
4) Most of the telecom operator’s tariff rates are more complex as compared to
the tariff rates offered by Tata Docomo, who offers flexible tariff rates suited to
various class of employees.
5) Cloud computing technology is offered by Vodafone to the employees of
Small and Medium Enterprises. Tata Docomo is yet to bring cloud computing.
6) To help SMEs get some kind of visibility and marketing, Vodafone has taken
an initiative where a selected group of small enterprises from across the country will
get a chance to place its logo on Vodafone McLaren Mercedes cars.
7) Airtel, Vodafone etc is older than Tata Docomo, so it has established network
links than Tata Docomo, so this is the place where Docomo has to establish itself.
8) Airtel partnered with Hewlett Packard India and Microsoft India to offer
cloud-based solutions for Small and Medium Enterprises.
9) Tata Docomo stands apart from its competitors since they offer high quality
GSM (Global System for Mobile Communications) and CDMA (Code Division

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Multiple Access) service. Airtel and Vodafone being the main competitors, they are
offering only GSM (Global System for Mobile Communications) service.
2.2.4 SERVICES & NETWORK AVAILABLE
Currently, Tata Docomo mobile services available in these
following circles:
1) Bihar 15) Delhi
2) Tamil Nadu 16) Goa
3) Orissa 17) Jharkhand
4) Andhra Pradesh 18) Rajasthan
5) Karnataka 19) Gujarat
6) Kerala 20) West Bengal
7) Kolkata
8) Maharashtra
9) Madhya Pradesh
10) Chhattisgarh
11) Haryana
12) Himachal Pradesh
13) Eastern & Western Uttar Pradesh
14) Punjab

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2.2.6 Internet products offered by TATA DOCOMO SME
Table 2.2.6.1
Sl.No PRODUCTS FEATURES
1) Photon Max  Access internet anytime,
anywhere
 Speed offered: Up to 6.2
Mbps (Download).
Up to 3.6 Mbps (Upload).
 No additional roaming
charges across India.
2) Photon Plus  Access internet anytime,
anywhere.
 Speed offered: Up to 3.1
Mbps (Download).
Up to 1.8 Mbps (Upload).
 No additional roaming
charges across India.
3) Photon Whiz  Wireless Internet service.
 Hassle free voice calling.
 Can function as a wireless
internet modem as well as a
mobile phone.
 Send messages even while
you are on call or connected
to the internet.

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4) Photon 3G  Plug and Play
 International Roaming: Gives
3G Broadband speeds when
you travel abroad.
 Speed - Upto 5.76 Mbps
(Upload). Speed - Upto 7.2
Mbps (Download).
5) Photon 3G+  Plug and Play
 International Roaming: Gives
3G Broadband speeds when
you travel abroad.
 Speed - Upto 5.76 Mbps
(Upload). Speed - Upto 21.6
Mbps (Download).
6) Photon Wi-Fi
Hub
 Enjoy up to 7.2 Mbps
downlink speed.
 Share with multiple users.
 Connect up to 5 devices at the
same time.

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2.2.7 Mobile packages offered by TATA DOCOMO SME
Mostly postpaid plans are preferred by the SME customers. Following are
the various postpaid plans available for the SME customers.
Table 2.2.7.1
Sl.No PLAN PLAN FEATURES
1) Unlimited Local &
STD 899
Unlimited Local & STD calls
to any network @ Rs.
899/month.
2) Unlimited Local & 3G
data 899
Unlimited Local calls along
with unlimited 3G data @
Rs.899/month
Roaming 899
Unlimited Local calls and
Roaming calls @
Rs.899/month.
Blackberry 899
Unlimited Local calls along
with unlimited Blackberry
internet.
STD 1299
Unlimited Local & STD calls
to any network with free
national roaming.

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6) Diet 199, Diet 299,
Diet 499, Diet 799
All these plans customized
according to the varied needs
of the customers. The plan
rates increase according to the
degree of customisation.
7) Roam free 299, Roam
free 499, Roam free
799
These plans aim to reduce the
roaming charges. These plans
are best suited for customers
who are always on the move
as part of their work.

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CHAPTER – III
DATA ANALYSIS AND INTERPRETATION
Q.1) Employees using Closed User Group (CUG) facility
Table 3.1
Figure 3.1.1
Interpretation
Since only 32% of the companies use CUG, TATA DOCOMO can
approach such companies for providing the CUG facility with attractive offers.
14%
86%
Respondents
Yes
No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Yes 10 14
b No 60 86

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Q.2) Payment policy adopted by the company
Table 3.2
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Company owned,
Company paid
10 14
b Individual owned,
Company
reimbursed
40 57
c Individual owned,
individual paid
20 29
Figure 3.2.1
Interpretation
Since most companies adopt Individual owned, Company reimbursed
policy of payment, it will be better if cost effective plans be offered for the
employees of such companies so that the company will have to deal with only
less financial commitment.
14%
57%
29%
Respondents
Company owned, Company
paid
Individual owned, Company
reimbursed
Individual owned,
Individual paid

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Q.3) Employees having a monthly mobile bill of Rs 750 or above
Table 3.3
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Above 750 15 21
b Below 750 55 79
Figure 3.3.1
Interpretation
The majority of the companies have employees whose monthly mobile
bills do not cross Rs750. So low cost or low tariff plans can be introduced for
such employees.
21%
79%
Respondents
Above 750
Below 750

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Q.4) Employees interested in fixed rental plan, with UNLIMITED local and STD
calls.
Table 3.4
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Interested 50 71
b Not interested 20 29
Figure 3.4.1
Interpretation
From the above chart it is understood that most employees prefer fixed
rental plan. So the employees can be offered with a wide variety of plans.
71%
29%
Respondents
Interested
Not interested

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Q.5) Network coverage strength of Tata Docomo network
Table 3.5
Figure 3.5.1
Interpretation
From the above figure we can understand that most of the customers
are happy with the existing network even though adequate improvements
have to be made because some of the employees are still not satisfied with the
network.
0
20
40
60
Excellent Good Average Bad
Respondents
Percentage
ANSWER NO OF
RESPONDENTS
PERCENTAGE
(%)
a Excellent 15 21.43
b Good 40 57.14
c Average 10 14.29
d Bad 5 7.14

34
Q.6) How would you rate supplementary facilities like call wait, call hold, call
forward, call divert, call conference on Tata Docomo mobile connection?
Table: 3.6
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
b Good 25 35.71
c Average 15 21.43
d Bad 0 0
Figure 3.6.1
Interpretation
Since most of the employees are satisfied with the call handling
facilities offered by Tata Docomo, they need not do much in this aspect. But
they should try to decrease the gap between the good and average criteria.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Respondents
Percen…

35
Q.7) Does the service provider offer both dual personal and business number
facility?
Table 3.7
Figure 3.7.1
Interpretation
Since Tata Docomo offers both dual purpose personal and business
number facility to most of the employees, they are doing great work in this
area which leads to customer retention.
86%
14%
Respondents
Yes
No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Yes 60 86
b No 10 14

36
Q.8) How would you rate the tariff rate of your Tata Docomo prepaid connection?
Table 3.8
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Excellent 35 50
b Good 25 35.71
c Average 10 14.29
d Bad 0 0
Figure 3.8.1
Interpretation
Tata Docomo is famous for its low cost tariff rates. So from the above
chart, we can understand that most of the employees are delighted with the
tariff rates offered by Tata Docomo.
0.00%
20.00%
40.00%
60.00%
Respondents
Percentage

37
Q.9) How would you rate the customer care service of Tata Docomo mobile
connection?
Table 3.9
Figure 3.9.1
Interpretation
Since most of the employees are not satisfied with the overall customer
care experience, Tata Docomo should really concentrate in this area because
customer satisfaction will reduce sharply if proper customer care is not
ensured.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Respondents
Percentage
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
b Good 25 35.71
c Average 30 42.86
d Bad 0 0

38
Q.10) How would you rate national roaming facility on Tata Docomo?
Table 3.10
Figure 3.10.
Interpretation
Most of the employees are satisfied with the national roaming facility
offered. So Tata Docomo should do more or maintain this in the long run.
0
10
20
30
40
50
60
Respondents
Percentage
ANSWER NO.OF
RESPONDENTS
PERCENTAGE
(%)
b Good 20 28.57
c Average 10 21.43
d Bad 0 0

39
Q.11) Is internet connection provided for the employees who work from their
home?
Table 3.11
Figure 3.11.1
Interpretation
From the above chart it is understood that most employees prefer fixed
rental plan. So the employees can be offered with a wide variety of plans.
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Yes 15 21
B No 55 79
21%
79%
Respondents
Yes No

40
Q 11.1) If yes, is the amount paid by the employee reimbursed for using the
connection?
Table 3.13.1
Figure 3.11.1.1
Interpretation
Since 60% of the companies do not reimburse the money incurred by
the employees for using the internet service, low cost plans can be made
available, so that the company can reimburse the money incurred by the
employees without affecting the company adversely.
40%
60%
Respondents
Yes No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Yes 6 40
b No 9 60

41
Q 11.2) Internet connectivity and data transfer service offered by your current
service provider
Table 3.11.2
T
Figure 3.11.2.1
Interpretation
Since 71% of the companies do not provide internet connection to the
employees who work from their home, attractive internet packages can be
provided for the employees of such companies.
40%
60%
Respondents
Yes No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Excellent 0 0
b Good 38 54
c Average 32 46
d Bad 0 0

42
Q.12) Companies having tie-ups with internet service provider for internet services
for their employees.
Table 3.14
Figure 3.14.1
Interpretation
Here 54% of the companies have tie-ups with internet service
providers (which also includes TATA DOCOMO). So the rest 46% of the
companies can be contacted by introducing various internet packages.
54%
46%
Respondents
Yes No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
a Yes 38 54
b No 32 46

43
Q.13) Employees who travel often for official purpose who require internet facility
on the move.
Table 3.15
Figure 3.15.1
Interpretation
From the above figure we can understand that there is only an average
scope for selling mobile internet equipments for employees.
41%
59%
Respondents
Require
Do not require
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
Require 29 41
Do not require 41 59

44
Q.14) Does your internet service provider provide both wired and wireless internet
connectivity?
Table 3.16
Figure 3.16.1
Interpretation
From the above figure we can understand that most companies are
provided wired and wireless internet connectivity by their internet service
providers. Hence, there is nothing much to offer to the employees.
79%
21%
Respondents
Yes
No
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
Yes 55 79
No 15 21

45
Q.15) Employees interested in internet connection, if specific initial charges like
installation charge, equipment costs are waived off
Table 3.17
Figure 3.17.1
Interpretation
From the above figure we can understand that most companies are
provided wired and wireless internet connectivity by their internet service
providers. Hence, there is nothing much to offer to the employees.
60%
40%
Respondents
Interested
Not interested
ANSWERS NO.OF
RESPONDENTS
PERCENTAGE
(%)
Interested 42 60
Not interested 28 40

46
3.1 SWOT ANALYSIS
 STRENGTH
 WEAKNESS
 OPPORTUNITIES
 THREATS
STRENGTHS:
1) First to introduce seconds’ tariff plan (seconds pulse).
2) Good brand image of ‘TATA’
3) Having large variety of plans
4) Growing customer base.
WEAKNESS:
1) Signal strength is low as compared to that of the competitors.
2) Customer services are not satisfactory.
3) Large number of tariff plans leading to confusion in the minds of the
customer as to which plan to select.
OPPORTUNITIES:
1) Have a great opportunity to expand its services.
2) To introduce any new plans for high calling and high data users.

47
3) Introduce 3G compatible services.
4) To introduce new combined plans like, SMS, Internet, Calling
integrated offers.
THREATS:
1) If signal strength is not increased it may lead to change in the network
service by the customers.
2) Tata has to clarify whether this 1ps/sec will remain indefinitely.
3) Heavy competition from all other network providers.

48
CHAPTER – IV
FINDINGS, SUGGESTIONS AND CONCLUSION
4.1 FINDINGS
 The analysis shows that there is enough opportunities for the company to
increase the market share in the SME sector.
 Closed User Group (CUG) facility is not used by more than 70% of the
companies.
 Individual owned, Individual paid kind of payment policy is adopted by
most of the companies.
 Only a small share of companies have employees whose monthly bill
crosses Rs.750.
 Majority of the companies prefer for fixed rental plans offering unlimited
local and STD calls.
 Around 40-45% of the employees are provided with internet on the move
facility.
 Most of the service providers provide both wired and wireless internet
connectivity.
 60% of the employees are interested in internet connections if initial
charges are waived off.

49
 E-mail is the most preferred mode for communicating mobile and internet
services.
 Since Tata Docomo has network in most of the Indian states, the branches
of the Small and Medium Enterprises situated at various parts of the
country can also make use of the Tata Docomo network.
 It is understood that Tata Docomo is the only network in India that
provides tariff plans exclusively aimed at the Small and Medium
Enterprises which can attract more customers.
 Since Tata Docomo is a brand of TATA, the customer loyalty is so strong
that only a slight change can be seen in the number of customers opting
out from the Tata Docomo network.

50
4.2 SUGGESTIONS
1) Try to maximise sales of the products by offering innovative
products at least cost possible.
2) Develop customer retention programmes thereby enhancing
customer loyalty.
3) The company should be more prompt in handling the queries and
problem of the customer, which is very essential so as to retain the
customers with the company in future.
4) After sales service is required to be maintained properly.
5) Supplementary facilities or add-on facilities should be made more
effective to attract customers.
6) The network coverage quality of TATA DOCOMO is improving
every each day. So maintaining it the same way can instill
confidence in the minds of the customers.
7) Customised or flexible packages can be offered to the customers so
that their individual needs can be satisfied.
8) Offering new packages at regular intervals will help in satisfying
customer expectations.
9) Try to maintain a good rapport with the customers so that a long
lasting relationship can be developed and maintained.

51
4.3 CONCLUSION
After analysis and interpretation of the data it can be concluded that Tata
Docomo SME is providing a broad range of products and services. This is the critical
factor to attract various customers. Wide range of products and services is also
leading to increase in number of customers with rapid pace for Tata Docomo SME.
Tariff charges of Tata Docomo are found to be cheaper than other services.
Tata Docomo has emerged as a giant killer due to their tariff plans. Tata Docomo is
providing some unique features and services like wireless voice solutions, audio
conferencing etc that are making them being different from their competitors.
Tata Docomo SME is gaining tremendous importance among SME’s due to
their promotional activities. Buyers are now insisting for cheaper plans. Majority of
the customers are satisfied with the services of the Tata Docomo and they are not
ready to switch on to other service providers.

52
BIBLIOGRAPHY
BOOKS
 Marketing Management - Philip Kotler
BROCHURES
 Brochures of Tata Docomo SME
NEWSPAPERS
 The Business Line
WEBSITES
 www.tatadocomo.com/sme
 www.telecomtalk.info
 www.wikipedia.org

53
APPENDIX
QUESTIONNAIRE
Name:
Designation:
I M OBILE
1. How many employees are present in your organisation?
Ans:
2. How many branches you operate with?
Ans:
3. Do you currently have a Closed User Group facility among your employees?
a) Yes b) No
Ans:
4. What kind of payment policy is adopted by your company?
a) Company owned, Company paid
b) Individual owned, Company reimbursed
c) Individual owned, individual paid
Ans:
5. How many employees of yours would be having a monthly bill of Rs. 750 or
above?
Ans:

54
6. Would you / your employees be open to a fixed rental plan, with UNLIMITED
local and STD calls?
a) Yes b) No
Ans:
7. How would you rate the network coverage strength of Tata Docomo network?
a) Excellent b) Good c) Average d) Bad
Ans:
8. How would you rate supplementary facilities like call wait, call hold, call forward,
call divert, call conference on Tata Docomo mobile connection?
Ans:
9. Does your service provider offer both dual personal and business number facility?
a) Yes b) No
Ans:
10. How would you rate tariff rate of your Tata Docomo prepaid connection?
Ans:
11. How would you rate the customer care service of Tata Docomo mobile
connection?
Ans:

55
12. How would you rate national roaming facility on GSM mobile connection?
Ans:
II INTERNET FACILITY
13. Is internet connection provided for the employees who work from their home?
a) Yes b) No
Ans:
13.1) If yes, is the amount paid by the employee reimbursed for using the
connection?
a) Yes b) No
Ans:
13.2) How would you rate the internet connectivity and data transfer service
offered by your current service provider?
Ans:
14. Do you have a tie up with any internet service provider for internet services for
your employees? If yes, please specify the company.
Ans:

56
15. Do you have employees who travel often for official purpose who require internet
facility on the move?
a) Yes b) No
Ans:
16. How would you rate the internet connectivity and data transfer service offered by
your current service provider?
a) Excellent b) Good c) Average d) Bad e) Worst
Ans:
17. Does your internet service provider provide both wired and wireless internet
connectivity?
a) Yes b) No
Ans:
18. Would your employees be interested in internet connections, if specific initial
charges like installation charge, equipment costs are waived off?
a) Yes b) No
Ans:

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