motivation

1. Confidential
www.centumlearning.com
Confidential
Day 1
Setting the Context

2. Confidential
The Journey So Far………..

3. Confidential
• In 2005, BSNL commanded a market
share of 21%, the same as Bharti Airtel
and slightly higher than Reliance
Communications.
• By 2022, BSNL’s share reduced to 10%
while three private players controlled
the rest of the market.
Market Share
Source: TRAI / BSNL / BSE / Newspapers

4. Confidential
• The average revenue earned per user per
month (ARPU) by BSNL and other private
players.
• In March 2016, BSNL’s ARPU was ₹118 while
private companies earned ₹126. The dirt
cheap tariffs with which Jio entered the
market forced other players to reduce their
charges.
• This impacted the average revenue of both
BSNL and other private service providers.
However, the state-run telecom’s ARPU took
a bigger hit.
• When Jio started raising tariffs, private
players followed suit while BSNL did not.
Consequently, the ARPU of private players
improved (₹136) and surpassed the pre-Jio
levels but BSNL (₹53) did not catch up.
ARPU
Source: TRAI / BSNL / BSE / Newspapers

5. Confidential
• Dwindling subscribers coupled with
relatively low earnings from existing
customers took a toll on BSNL’s
revenue.
• From ₹40,000 crore in FY06, revenue
halved to ₹19,052 crore in FY22.
• While revenue dipped, expenses
increased to over ₹30,000 crore and
remained above the mark for 15
years.
• As a result, BSNL has been
consistently making losses for the last
13 years.
Revenue vs. Expenses
Source: TRAI / BSNL / BSE / Newspapers

6. Confidential
Profits and Losses
Source: TRAI / BSNL / BSE / Newspapers

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• Until FY20, employee benefits formed
40% of BSNL’s expenses.
• Following the 2019 rescue package, a
bulk of which was used for funding the
Voluntary Retirement Scheme, the
workforce was cut down from 1.8 lakh
in FY18 to 64,500 in FY21.
• Yet, BSNL’s share of employee benefits
in expenses is higher than the share
spent by private companies.
Employee Benefits Expense
Source: TRAI / BSNL / BSE / Newspapers

8. Confidential
• BSNL played a crucial role in improving
teledensity (connections per 100
people) in rural and far-flung areas.
• Private players have replaced BSNL in
the rural wireless segment, but BSNL
continues to be the lone operator in
the rural wire line segment.
• The rural wireless teledensity and
broadband subscriber rate (per 100
people) has remained flat in the last five
years even as the urban-rural gap keeps
widening.
• So, BSNL’s renewed focus on rural areas
as a part of its social obligation may
help bridge the gap
Source: TRAI / BSNL / BSE / Newspapers
Teledensity

9. Confidential
Your Customers’ Needs
Are Changing. Are You
Keeping Up?
• Better understand what
your customers’ needs are.
• Develop a better picture of
which types of offers are likely to
generate the most customer
responses.
• Address complaints to improve and
repair customer service problems as
quickly as possible.

10. Confidential
By Aarefa Johari
Published November 23, 2020 Last updated July 21, 2022
• Almost a year ago, the landline phone that Amish Gupta (name changed) had installed at home in 2005 stopped working. It was a
recurring problem, and Gupta chose to ignore it—he used his cell phone to make calls anyway.
• In May, however, when the broadband internet-connected to his landline began fluctuating, Gupta decided to complain to his telecom
service provider, Mahanagar Telephone Nigam or MTNL. A subsidiary of the central government-owned Bharat Sanchar Nigam (BSNL),
MTNL provides telecom services in Mumbai and Delhi.
• “I called to register my complaint at least 10 or 15 times, but no one came to service my connection,” said Gupta, a 64-year-old travel
consultant from central Mumbai. He then went to the local MTNL office in Wadala, only to find most of it empty. “They don’t have the
staff to do the work, and I just got pushed around from one desk to another.”
• Working from home in the middle of a pandemic was not possible without a stable internet connection, and in July, a frustrated Gupta
finally decided to surrender his MTNL connection altogether.
• “The surrender process itself has been going on for more than two months,” he said. “I usually like to favour public companies like
MTNL and I am not an Ambani fan, but I was forced to get a Jio landline and broadband.”
https://qz.com/india/1936622/why-indias-bsnl-mtnl-are-losing-out-to-firms-like-reliance-jio/
Casual
Attitude
What’s the Market Perception?

11. Confidential
By Aarefa Johari
Published November 23, 2020 Last updated July 21, 2022
• The number of landline phone connections in India have been falling ever since mobile phones grew more ubiquitous. MTNL, for
instance, had 6 million landline customers in Delhi and Mumbai in 2010, but now has just 2.7 million. Across India, the number of
landline users has dropped from 24 million in 2016 to 19 million in July 2020.
• But the advent of cell phones has not been the only factor driving users away from BSNL and MTNL landlines. Many customers have
been complaining about poor services for well over a decade.
• Manjula Goswami, a teacher from Faridabad, Haryana, surrendered her BSNL landline in 2009. “When we complained about our
instrument not working, the response from BSNL was never prompt, and they did not have enough staff, so we finally got frustrated
and gave up,” said Goswami.
https://qz.com/india/1936622/why-indias-bsnl-mtnl-are-losing-out-to-firms-like-reliance-jio/
Poor Service
What’s the Market Perception?

12. Confidential
V. Lakshmi
· Follow
• BSNL is losing customers because of their attitude. I surrendered my BSNL broadband connection 2 years back. I went with a request
letter to surrender the connection.
• The person-in-charge read the letter and asked me to mention the reason for surrender. I told them that it is because of bad service,
expecting them to convince me that it will be better in the future. To my surprise, the person did not even listen, just insisted on
writing down the same and took the letter for further needful.
• I felt this attitude is the reason for thinning of BSNL Connections.
https://www.quora.com/Why-is-BSNL-losing-its-customers Lack of
Empathy
What’s the Market Perception?

13. Confidential
https://www.quora.com/Why-is-BSNL-losing-its-customers
Arghya Chatterjee
· Follow
• BSNL also believes in complete silence, they will never call you or update you on how long the connection will take to recover.
• If the service resumption is not good and up to your level of satisfaction, you usually have to raise another complaint and have to keep
on raising complaint till the time a sympathetic engineer takes pity on you and listens to the actual issue you have.
• Alternately, you can obviously, raise hell by complaining to the CMD, to the telecom ministry or TRAI and such, in which case they will
call you and listen to you. Remember this trick, with BSNL, always escalate, even minor irrelevant problems. Once they know that you
are a troublemaker customer, they will be prompt with your service.
• With private players, they are usually very forthcoming in providing you contact details of service engineers from your locality and solve
your issues since a happy customer is the spokesperson within his/her peer circle.
Reactive
Response
Proactive
Competition
What’s the Market Perception?

14. Confidential
https://www.quora.com/Why-is-BSNL-losing-its-customers
Mahendra Shah
· Follow
Former Retired Dy Gen Manager Ahmedabad at Dena Bank (1978–2018)
• A very simple reason is they have not changed to suit the changed environment. Take any example, they haven't upgraded to become
customer friendly.
• Just to give you an example, while I was writing, Wi-fi lost & I have to switch over to other operator. The broadband remains
discontinued for most of the time to my number. With the incoming of mobile operators with various attractive offers, customers have
migrated.
• Their broadband services are neither improving nor providing continuous service. Landline is becoming old concept as mobile is handy
and readily available.
• For small requirements, you are asked to visit their office and services are not up to mark. These two way effect as against the
competitors, one side not improving their service & on the other side, competitor's, customer friendly approach has let them down.
• Moreover, customer loyalty is lost, as who so ever, provides services at cheap rate, gets the business. Others have used their
infrastructure and developed. They may have R & D team to come up.
Unfriendliness
Inadequate Process
Knowledge
What’s the Market Perception?

15. Confidential
https://www.quora.com/Why-is-BSNL-losing-its-customers
Jeyapaul Paul
· Follow
Former DGM BSNL (Retired) at Bharat Sanchar Nigam Limited (BSNL) (1975–2014)
• Mainly it is due to the step motherly attitude of Government of India, the reason well known to the public especially to the educated
one.
• Secondly, BSNL officers and staff have not learned and not ready to learn to any thing from their competitors how to treat the
customers and continue to keep them in their fold.
• Their customer service is poor because they have brought up in the security mode in terms of job and pension.
• Then uncontrollable competition for which TRAI & DoT have not taken any action, thus led to removal of level playing field.
• Private operators played in the field very freely whatever fashion they want by keeping away the rules and regulations apart whereas
BSNL played with a social binding and commitment to the Government & fully under Government following all the rules and regulations
of the Government from calling for procurement tender upto the final execution and commissioning of the absolute equipment.
• Private operators started their first mobile services some 8 years before that of BSNL.
Reluctance to
Learn
What’s the Market Perception?
Assumed Job
Security

16. Confidential
What’s the Market Perception?
https://www.quora.com/Why-is-BSNL-losing-its-customers
Kaushal Jha
· Follow
Worked at Amazon India (amazon.in) (2016–2017)
BSNL is losing customer mainly due to there nature of adaptability in a competitive market.
• Telecom Industry has gone through several radical changes since 2016 September post launch of Reliance Jio. Earlier the primary focus was affordable Call
and SMS plan which now changes to Affordable High-speed internet plan.
Customer Service Support:
• BSNL also has major issues with Customer service, mostly the line is either busy or unable to connect. One more thing which drives this is customer service
person is not having updated information/process information related to offerings. If you call them mostly the information is outdated or incorrect. They
need to improve the internal process.
Lack of professionalism:
• Their network executive who is assigned in villages and Taluka is not responding to network coverage issues which are leading the consumer to change
operator.
Understanding of Market shift:
• Days are gone when was phone only used for making phone calls and texting someone. Now it's about using it to upmost . Most of the Telecom Operator
has already partnered with various video streaming platform such as VOOT, Amazon prime and provide it in a bundle with 3-month plan .BSNL is yet to
come up with such OTT offering, which could hold the customer to its network.
Lacking
Adaptability

17. Confidential
According to the fable, Akbar once drew a line on the wall and asked his
subjects to make the line shorter without touching or removing any part of
the line. None of the subjects thought it was possible
Birbal took up the challenge and drew a longer line parallel to the first line.

18. Confidential
This is exactly what had
happened with BSNL,
competition ‘ran faster’…
…and dethroned the then
Market Leader

19. Confidential
Birbal was a smart man and we'd do good to partake in his wisdom.
It is therefore advised to concentrate on your own business happenings
rather than to focus your energies on how to overtake and undermine
your competition.

20. Confidential
Remember all this has happened in the last 10 years
Question is that can we reverse the cycle in next couple of years?

21. Confidential
Answer is
YES!
JIO became the market leader in just 3 years of operations

22. Confidential
Nothing is Impossible!
• It is hard to believe that Google, at any point, was not the undisputed leader in the
search world, let alone actually just a small part of the market.
• Google had roughly 1% of the market in 2000 and now in 2022 averaging an 86–96%
market share worldwide.
• In 2005, Dell was still the market leader with a 17.2% market share, but HP
was quickly closing the gap with a 14.7% share.
• In less than three years, by the third quarter of 2008, HP surpassed Dell and
it has held the top spot since.
• By the second quarter of 2011, HP’s lead widened to 5% (17.5% compared to
Dell’s 12.5%).
• Meanwhile, Lenovo has also been gaining market share and is just behind the
former leader at 12%.
• It will likely surpass Dell if its annual growth of 22.5% continues. Dell’s growth
was just 3.3%.

23. Confidential
• In the fourth quarter of 2007, Nokia had
more than 50% of the worldwide
smartphone market, with Research In
Motion’s BlackBerry at 10.9%, and Apple at
just 5.2%.
• However, Apple, which has been dominating
the digital music device market consistently
for years, was about to do the same for
smartphones in less than four years.
Apple vs. Samsung vs. Nokia
Amazon vs. Barnes & Noble
• Barnes & Noble (NYSE: BKS) was for years the largest bookseller in the
country.
• However, online retailer Amazon.com has flanked the company by
taking book selling online and out of the expensive business of running
stores and carrying hundreds of thousands of titles in physical
inventory.
• The convenience and ease of operations was essential to Amazon.
Nothing is Impossible!

24. Confidential
The Centre has already approved a package of ₹1.64
lakh crore to revive the operations
Revival measures approved by the Cabinet focus on
• Infusing fresh capital for upgrading BSNL services,
• Allocating spectrum,
• De-stressing its balance sheet, and
• Augmenting its fiber network by merging Bharat
Broadband Nigam Limited (BBNL) with BSNL.
BSNL’s Blueprint for Reinvention

25. Confidential

26. Confidential
The next generation of Telcos will be defined by leaders who act now, risking short-term
advantages to seize untapped growth with a holistic approach to transformation.
• Bandwidth-heavy activities like remote learning, gaming, and videoconferencing grew
dramatically, a change that is expected to be permanent.
• More than half of companies expect to see increasing migration of assets to the cloud,
creating demand across both operator and adjacent value pools.
• And consumers are paying more attention to how companies do business, with issues like
sustainability or values increasingly factoring into their buying decisions.
Do Remember!

27. Confidential
PROVIDING OUTSTANDING CUSTOMER SERVICE
STREAMLINING SYSTEMS AND COMPANY PROCESSES
INNOVATIVE APPROACH TO WORKING
BEING CREATIVE AND INVENTIVE
INCREASING PROFITS
BEING A TROUBLE-SHOOTER
HELPING BSNL IMPROVE IT’S BRAND IMAGE
BEING A QUICK LEARNER AND A FAST WORKER
BEING A LEADER AND SOMEONE WHO TAKES OWNERSHIP OF DIFFICULT CHALLENGES
LET’S CONTRIBUTE BY

28. Confidential
Are you ready
to become a
better YOU
every day?

29. Confidential
THANK YOU
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