2. Bharti Airtel- What is it?
#1
Operator &
Service Brand in
India 1
Present in
20
Countries
312.9 mn
customers1
#2
Operator
In Africa 2
#4
wireless operator
in
the world 3
US$14.2bn
Revenue
(FY13-14)
4% of the
world’s pop.
on Airtel
2
3. Global Telecom Company with a Diversified Portfolio
Airtel Business
• Services to large enterprises and
carriers
• Single point of contact for all telecom
needs
• Over 225,000 Rkm1 covering 50
countries across 5 continents
Tower Infrastructure Services
• Bharti Infratel owns 36,747 towers 1
across 11 circles
• Bharti Infratel owns 42% stake in Indus
Tower which has 115,040 towers1 across
22 circles
• Current market cap: US$11.5 bn2
Telemedia Services
• Fixed telephony and broadband
internet (DSL + IPTV)
• 3.4 mn1 customers
• Services provided across 87 cities
Mobile Services
• Wireless mobile services across 20
countries
• Market leader in India both in terms of
subscribers and revenue
• 299.7 mn1 wireless subscribers
globally
Digital TV
• Pan India DTH operations
• Amongst the top three players with 9.8
mn1 subscribers
• Coverage across 639 districts 1
Uniquely positioned with strong asset base
Market capitalisation : $26.1 bn2
3
4. To enrich the lives of customers. Their
obsession is to win customers for life
through an exceptional experience
• Multi-platform services in telecom,
enterprise and digital television, unified
under brand ‘airtel’
• Successfully unified operations across
the globe under the umbrella of ‘airtel’
• Amongst the Top 100 of Most Valuable
Global Brands List 1
• No. 1 service brand in India 2
• One of the top 10 brands in Africa – within 3
years of operations there
Airtel’s Vision
4
5. Airtel has always targeted customers who
value quality and service over price.
With DTH also, they are not the cheapest in
the industry. But, they value performance
5
6. DTH- What is it?
First launched in
India- October,
2003 by Dish TV
The 2011 Act made it
mandatory to shift to
digital transmission-
giving a boost to the
DTH industry
6 Big Players in
the Indian market
42% of Indian
homes expected to
be on DTH by
2020
Indian DTH market
expected to cross $5
billion revenues by
2020, from $1.2 billion
in 2012
6
8. Subscriber Base in Millions
Dish TV
28%
TATA Sky
19%
Sun Direct
16%
Airtel
16%
Videocon
12%
BIG TV
9%
2011
Dish TV
27%
TataSky
21%
Sun Direct
18%
Airtel
15%
Videocon
11%
Reliance
8%
2014
No major
change
8
9. Revenue Growth of Airtel DTH
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
2010 2011 2012 2013 2014
Revenue in INR Millions
Revenue in INR Millions
9
11. Product
A high quality
channel provider
Easy Recharges
done every
month
Interactive
services like
games and
cooking channels
Quick Customer
Service
12. Price
New Subscribers- Multiple
Channel Packs with 45
day subscription included
in the first time payment
Existing Subscribers- Can
get channel packs or
individual channels at
different monthly prices
Starting from Rs. 179 per
month
The prices are comparable
to the market but Airtel is
not considered the
cheapest
The packs are different for
different regions
(Rural/Urban,
North/South)
Due to competition from
the cheaper SUN Direct in
South India, the prices are
relatively cheaper in South
for Airtel DTH too
13. Place
Nation wide
Presence
Online Orders and
Recharge is also
available
Distribution through
dedicated Airtel
shops General Retail
shops
Retailers get a voucher: They don’t stock the set top boxes
On placing an order, an Airtel employee comes to the client’s
place and installs the Set Top Box
14. Promotion
To increase the customer base Increase usage of existing customers
Promotion using current online platforms
17. Perceptual Map
High Picture Quality
Good Packaging of Channels
Low Picture Quality
Poor Packaging of Channels
18. Points of Difference
TV portability in
automobiles
High Quality Viewing
Experience- Only DTH
provider with SRS
International Satellite
World’s Largest
Network Operation
Centre (NOC) at
Manesar- providing
state of the art
customer experience
Universal Remote
controlling set top box and
TV both
dishes and satellite
combination give
higher signal in rain
Service leader-
pioneered 4hr
installation (99%
customers)
19. Points of Parity
Competitive prices
Pause LIVE TV
Interactive
services
Video on Demand
Recorder with
external USB
Over 383 Channels,
including over 25
HD channels
20. SEGMENTATION
INCOME BASED
BASIC PACKS
(Low Income)
HIGH VALUE
PACKS
(High Income)
GEOGRAPHY
BASED
NORTH
(Rural and Urban
Divided)
SOUTH
(Rural and Urban
Divided)
Efforts have been made to gather a market share in the rural areas by providing low cost packs
For different geographies, regional language packs are provided
SEGMENTATION and TARGETING
21. Shift to My Plan in DTH
My plan in DTH- Based on Usage Pattern of consumer,
offers are developed for different users
This is a form of targeted marketing, wherein specific offers
are given to specific segments of customers
22. Brand Laddering
Relaxing Home Entertainment
System
Watch my favourite shows with my
loved ones
Provides Best Quality Picture
Sleek Design
Easy to Use Remote
EMOTIONAL BENEFIT
ATTRIBUTES
FUNCTIONAL BENEFIT
VALUES
24. Sources
Slide Number 2
Source: TRAI and Informa Telecoms and Media
Notes:
1. As of Dec 31, 2014
2. For the regions in which Airtel has a footprint
3. Fourth largest mobile operator in the world as of September 30, 2012, based on proportionate equity subscriptions .Based on data from Informa Telecoms and Media
Slide Number 3
Source: TRAI and Informa Telecoms and Media
Notes:
1. Bharti Airtel Quarterly Report for quarter ending Dec 31, 2014
2. Market Cap data as on Apr 9, 2015
Slide Number 4
• Notes:
1. As per The BrandZ Top 100 Most Valuable Global Brands study conducted by leading global research firm Millward Brown- May-2012
2. Brand Equity’s Most Trusted Brands Annual survey – 2014
Slide Number 6
Source: The Hindu News Articles
http://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ece
Slide Numbers 9 and 10
Source: Annual Reports of Bharti Airtel
Slide Numbers 15,18,19
Source: GMID Database and Airtel Website
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