India - A Study of Dynamic Market Development
2006.05.11   |   47 pages   |   Customer Development   |   New Services & Technologies   |   Consumer Contract Segment   |   Maximising Prepay Cellular Profit

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India has become one of the world's most competitive markets for telecommunications services. In the past six years, the number of mobile subscribers has rocketed from just over 1 million in 2000 to over 75 million in 2006. The reasons for the rapid growth are mainly due to intense competition, telecoms deregulation, positive economic conditions and strong domestic demand.

This report introduces the dynamic and rapidly growing Indian mobile market, describing the developments and services that are bringing communications to a broad spectrum of consumers in one of the world's most populous countries. The success factors are described with an assessment of the challenges of sustaining growth. The offers and progress of the major players are profiled, followed by conclusions and recommendations for mobile network operators in developing markets that face similar challenges to those in India.

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Table of Contents
1Overview1
2Introduction1
2.1Demographics & Economy1
2.2Rapid Teledensity Growth2
2.3Summary of Mobile Market Regulation4
2.4Profile of the Indian Mobile Customer7
3Success Factors9
3.1Strong Economic Conditions9
3.2Government Policy9
3.3The Lack of Existing Infrastructure10
3.4Lower costs11
3.5Mobile Tariffs, Customer Volumes11
3.6Handsets and Distribution15
3.7Disruptive Entrants15
3.7.1One Private...15
3.7.2... The Other Public16
4Challenges18
4.1Falling ARPU, High Capex, Disappointing Customer Growth18
4.2Churn, Customer Registration Scheme19
4.3Consolidation20
4.4Recharge Volumes20
4.5Horizon21
5Players22
5.1Reliance22
5.1.1Dhirubai Ambani Pioneer Offer22
5.1.2Monsoon Hangama, 'Budget 149' and 'Budget 249'25
5.1.3'Free Talk Hangama'27
5.1.4'Joy' Tariffs27
5.1.5'Zero Rate' Plans28
5.1.6Prepaid Tariffs and Offers29
5.1.7'Jeevan bhar ka saath' - Lifetime Validity Prepaid Card31
5.1.8Bad debts...?31
5.2Airtel32
5.2.1Recent Offers33
5.2.2Prepaid35
5.3BSNL, MTNL37
5.3.1"One India Plan"39
5.4Hutch/Orange39
5.4.1Prepaid and Postpaid Tariffs43
5.4.2Market Risks44
6Conclusion46
6.1Summary46
6.2Lessons from the Indian Market46

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Mobile Market Development 2015