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Who Derives the Game?

23 February 2010 377 views No Comment

Starting from a modest one circle per operator in early 90s, India has matured into one of the most profitable domains (Telecommunication) in the market. You can estimate this growing domain by spudding subscribers to whom the five major Telecom Operators with nationwide licenses find difficult to offer the flawless services.

Telecommunication domain has become the most profitable domain while expanding its horizon by availing advanced and cutting-edge service technologies. I still remember the days when there was Rs.10 per minute for receiving the call, and how roughly people were using their mobile phones.

By the passing time, another issue stirred up the growing subscribers where having a mobile became status symbol. Many things have been changed ever since with call rates sky diving, and electronic prices going South, globalization have only contributed in this sector India thanks to its population and mentality to show off (what will you call a person having three mobile phones and the numbers?) has one of the largest subscriber base in the world.

At present a call costs nothing more than a paisa per second or a character apiece for messaging. India is all mobile and why shouldn’t it be?

As the battle ensues for supremacy and cutting into each other’s subscriber base, what would decide the winner? Let’s take a look at what the telecom leaders are competing with?

  • 3G: Today, this is the most soughed word in India, which has spread up like non-other technology. Japan was the first country to have a commercial launch of 3G by NTT DoCoMo somewhere in 2001, while we are still keeling under the weight of bureaucracy almost a decade later. Few telecoms are still waiting to see who gets its license first while some of the companies are already advertising their 3G ready network, and others are wondering if investment in 3G infrastructure would be a safe bet.
  • Number Portability: Making it mandate to have number portability, TRAI is waiting for telecoms to implement it as soon as possible. It will allow mobile users continuing the same numbers even after changing the operators.
  • Pricing: It bleeds but there is no choice left, this become very frequent saying these days. Every telecom starts following the trend once new scheme or product is commenced. There is only intention to retain and grow the subscriber base at most convenient.
  • Marketing: Striking almost every side of mass’s emotion, every telecom has come up with its own massage. For instance, Idea’s campaigns to save trees, Airtel’s emotional touch about national integrity, etc. Overall, it is a competition to win million subscriber’s heart and establish itself as top mobile service operator.

Now the completion lies in call rate, easy accessibility to bill payments, functionality or least percentage of call drops. Indian subscribes make the competition more tough by expecting maximum services against their money — Here, I would suggest the companies to take a look at their strength, and capability before entering in the competition.

The game has been changed, so have the rules but the rudimentary goal remains the same – finally the best SERVICE wins!

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