The survey was conducted across the 4 major telecom circles and the 4 metros in
India , which include, Metros – (Mumbai, Chennai, Delhi, Kolkata), Circle
A – (Gujarat, Karnataka, Andhra Pradesh , rest of Tamil Nadu, rest of
Maharashtra, Goa), Circle B – (Punjab, Rajasthan, Madhya Pradesh,
Chattisgarh, Kerala, Lakshadweep, Haryana, rest of West Bengal, Uttar Pradesh –
West (UPW) Uttar Pradesh – East (UPE), Arunachal Pradesh, Sikkim) and Circle
C – (Bihar, Jharkhand, Orissa, Assam, North East, Jammu & Kashmir,
Himachal Pradesh).
The objective of the study was to enable the service providers in developing
and implementing the market strategies in the current market scenario.
HIGHLIGHTS OF THE TELECOM REPORT
– Nearly
82% of the respondent are in 21-40 year age group
Market
share of service providers in the study area
– – 64%
of the respondents are utilizing pre paid connections
– – Respondents
using AIRTEL are 67% followed by VODAFONE 18%
–
Service provider wise location of the users
share
– – Users
from Circle-A prefer AIRTEL, BSNL, UNINOR and users from Circle-B prefer
AIRTEL, VODAFONE, RELIANCE , IDEA & TATA and the users from the Circle-C
prefers AIRTEL connections.
– – The
preference in choosing service providers depends on the location of the users
Service provider wise prepaid/postpaid users
share
– – The
preference in choosing service providers depends on the type of connection
required (postpaid/prepaid) by the users.
– – Post
paid connection users prefer AIRTEL, VODAFONE & TATA; whereas prepaid
connection users prefer other service providers.
– – The
overall share of post paid users is 64% and 36% pre paid.
–
Service providers wise users’ age group
– – The preference in choosing service providers
depends on the age group.
– – More than 50 % of the users across all service
providers were in the age group of 21-30 years
– – Users in the age group of <15 years prefer
Idea, users in the age group of 16-20years prefer BSNL, TATA DOCOMO& UNINOR
and the users in 20-30 years age group prefer Idea, UNINOR and AIRCEL
connections.
– – Users
in the age group of 30-40 years prefer AIRTEL, VODAFONE, users in the age group
of 40-50years prefers AIRTEL and the users in 50+ years age group prefer
AIRTEL, BSNL and Reliance connections.
–
Reasons for preferring a service provider
– – Good
Coverage is the major reason followed by Brand Image, & Innovative service
plans. (Customized Packages, Closed User Groups, tailored service packages
etc.)
– – Bundling
handset with free connection and wider spared stores have little impact.
Circle wise reasons for preferring a service
provider
– – Good
coverage is the top reason for preferring a service provider in all the circles
– – Brand
image is the second top reason for preferring service provider in all the
circles except in Circle-A , in Circle A the second top reason is customized
services
– – Range
of services and customized services are the 3rd & 4th top reasons in
overall, Circle-B and Metro Circles. But in Circle-C the 3rd top reason is Low
denomination recharge, Full recharge is the 5th reason and range of service is
the 10th reason.
Type of connection wise reasons for
preferring a service provider
– – Irrespective of type of connection
required, -Good Coverage’ is the top reason for preferring a service provider.
– – Brand
Image is the second top reason for preferring service provider when prepaid connection
is required but if postpaid is required Innovative tariff plans is the 2nd top
reason.
– – Innovative Tariff Plans is the third top
reason for preferring service when prepaid connection is required and Brand
Image is the third top reason for preferring service provider for postpaid
connection.
– – Range
of services is the 4th top reasons in post paid connections and for the prepaid
connections low denomination recharge is the 4th top reason.
Gender wise reasons for preferring a service
provider
– – Good
coverage is the top reason for preferring a service provider for all the
genders
– – Brand
image is the second top reason for preferring service provider for females but
the second top reason for males is customized services.
– – Range of service and low recharge are the 4th
& 5th top reasons respectively for males as well as females.
Age group wise reasons for preferring a
service provider
– – Good coverage is the top reason for preferring
a service provider for all the age groups
– – Brand image is the second top reason for
preferring service provider for >30 years of age group users and customized
services is 2nd top reason for users in the age group of <30 years.
– – Range of service is the 4th top reason for all
the age groups except <15 years of age group users. For <15 years of age
group users the 4th top reason is value added services. For this age group
users Brand image is the 5th top reason for preferring service provider.
Service provider wise Rating of reasons for
preferring a service provider
– – Good
coverage is the top reason for preferring a service provider for all the users
except those who use the Uninor.
– – Brand image is the second top reason for
preferring service provider in AIRTEL and VODAFONE users , Customized services
is the 2nd top reason in BSNL, RELIANCE, TATADOCOMO and AIRCEL users
– Range
of service is the 4th top reasons in VODAFONE users and LOW RECHARGE is the 4th
top reason in AIRTEL, IDEA and TATADOCOMO users
Influence of dimensions in preferring the
service
–
– – Airtel,
Vodafone and BSNL were the top 3 Performers in terms of coverage (49%), breadth
of services (26%), and cost effectiveness (16%). The bottom three were Tata,
MTS and Uninor
– – Airtel,
Vodafone and Idea/RCOM were the top 3 Performers in terms of Brand image (16%).
The bottom three were Tata, MTS and Uninor
By Telecomlead.com Team
editor@telecomlead.com
