Brand history• Bharti group was established in 1983 by Sunil Mittal.

• In 1986 Bharti Telecom limited was incorporated, first company to offer Push button telephones.

• In early 90’s country’s first Fax machines and cordless phones were launched by BTL.

• In 1992,Sunil Mittal won a bid to set up a cellular network in Delhi.

• Commonly known as Airtel, it is an Indian telecommunications services company headquartered at New Delhi, India and operating in 19 other countries.

• It operates a GSM network in all countries, providing 2G, 3G, and 4G services depending upon the country of operation.

• Airtel is the world's fourth-largest mobile telecommunications company with over 251 million subscribers across 20 countries as of August 2012. It is the largest cellular in India, with 185.92 million subscribers as of September 2012. Airtel is the third largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom.

Introduction

• Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services.

• The company provides broadband Internet access (DSL) in over 96 cities in India. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

• Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification.

Airtel – Then and Now…

INDIAN TELECOM MARKET

Airtel’s presence in the world

 Bangladesh Burkina Faso Chad Democratic Republic of the Congo Gabon Ghana India Kenya Madagascar Malawi Niger Nigeria Republic of the Congo Rwanda Seychelles Sierra Leone Sri Lanka Tanzania Uganda ZambiaChannel Islands :  Jersey Guernsey

Vision & PromiseBy 2015 Airtel will be the most loved brand, enriching the lives of millions.

" Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company."

Airtel - An Integrated Telco

Organizational Structure

•The board of directors of the company has an optimum mix of executive and non-executive directors. The chairman and managing director, Mr. Sunil Bharti Mittal, is an executive director and the number of independent directors on the board is more than 50% of the total board strength. The board members possess requisite skills, experience and expertise required to take decisions, which are in the best interest of the company.

•There is a code of conduct for all the directors and executive officers to follow in the interest of the company.

• New structure to drive the next phase of company’s growth

Creation of B2C and B2B business verticals for enhanced business efficiency and employee value

Transformation from a ‘technology’ facing organisation structure to a ‘customer’ facing one

Will provide enhanced empowerment to employees

The 3 layered branding structure

•To create specific brands for each of its services

•Build sub-brands within each of its services

•Use Bharti as the umbrella brand

DISTRIBUTION

Franchisee

Dealers

Customers

Distributor

Dealers

Customers

Company

Planning

• Airtel always plans to be the first mover.

• Product segmentation is carried out continuously.

• “Product Bundling”

X Market Segment targeted by Airtel

Market Segmentation

Strategy of implementation of plan

• The company follows a mantra of focusing on their core competencies and outsourcing the rest. It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance.

• Very clear and transparent behavior.

Core Competencies

Customer Servicesa)They take personal responsibility to “get” the answer

for any problem faced by the customer.b)They anticipate customer’s problems and take pro-

active steps to prevent them.c) They give answers to the questions and requests,

quickly and efficiently.d)They have a positive tone and manner while

interacting with customers.e)They end the interaction on a positive or a humorous

note- making the last 30 seconds count.Emphasizing on maintaining a ‘Smiling and a Friendly Atmosphere’

Innovation First telecom firm to step into television distribution

business. Tied up with Apple Inc. to bring the popular iPhone to India. 3G footprint expanded to over 1,100 cities in India 4G services in 4 circles based on 4G-LTE technology Airtel money (Semi Closed Wallet) launched nationally in

February 2012 CEM (Customer Experience Management) Prepaid Web launched on a pan India SmartByte - ‘GB on Demand’ Service Tied up with Microsoft Tied up with Nokia Lumia in Africa Centralised Network Experience Centre

EOCN (End of Call Notification) for all our prepaid customers’ pan-India

Interactive services launched on Digital TV Airtel Credit Services were launched in 11 African countries DDS (Dynamic Discount Solution)

Decision Making• Airtel created an innovative business model that has

produced extremely strong revenue growth and profitability since its founding in 1995.

• Airtel invented a new measure of success in the global telecom industry when it moved away from ARPU (average revenue per user) towards the micro-unit of telecom: the minute.

• First, the Airtel management team decided to pursue a path to achieve the lowest per-minute cost in the industry.

• Second, the company decided to outsource all areas of the business that it felt were not its core competencies.

• Oldest telecom player in INDIA

• Recognized Globally

• Strong New Business Development team

• Tying-up big multinational firms for up-to-date technology

STRENGHTS

WEAKNESS• Outsourcing of core system• Network Coverage• Too much dependence on

domestic market

OPPORTUNITIES

• Low Broadband Penetration, Rural • Bharti Infratel – Cutting Down cost

in Rural area• Current Rural Tele-Density – 40.66

is still low among developing countries

• The last frontier, the untapped market- AFRICA needs to progress.

THREATS

• Shortage of Bandwidth • Competition• Slower adoption of 3G/4G• Stagnation in Cash Generation• Margin pressure in Africa

HR FUNCTION• Airtel decided to go in for a very young team. The average age is

just 26years. This has helped the HR department to mould the young entrants to the company.

• Airtel's HR success was powered by a well defined rewards and recognition system. This was backed by a strong training program.

• HRSC consists of the CEO, the COO and all other functional heads. The committee meets once a week to discuss various initiatives and the plan of action on the same.

• The entire organization is measured on five performance parameters: profitability, market share, brand saliency, customer satisfaction, and employee satisfaction. Further, each employee is given individual targets that are linked to these five parameters.

• Eventually, there are the performance-related bonuses that set the tone for these activities. 60 percent of the employees are on a variable pay structure, and that explains the success Airtel has had in business and HRD.

Recent Honors

FUTURE PLAN

• It’s African business is now planning to invest over US$ 100 Million in the Malawi telecommunication industry in the next three years to improve coverage and reach out to Malawi’s rural farmers  and help the country’s economy grow. Company has also revealed that by this investment and business plan, it targets to achieve 100 million subscribers and $5 billion revenue by 2012-13.

• Company’s wish to improve local call rates.

PRESENTED BY :-• Ketul Shah • Rishabh Srivastava• Rohil Verma• Saurabh Bhansali• Harshal Shah• Shalin Rathi• Iqan Shaikh• Siddharth Roheda • Manthan Tejani • Pankaj Tanth

Thank You