This document summarizes a project studying the real estate sector's buying behavior in telecommunications and the market penetration of wireless devices around Pune, India. The project involved collecting data through questionnaires with 50 real estate companies. Key findings include that speed and data plans play an important role in corporate decisions, and cheaper rental plans are important for small-to-medium real estate firms. Reliance was found to have a wide network but needs improved advertising, customer service and retention strategies.

1. “Study of Buying Behaviour on Real Estate Sector in
Telecommunications and looking in to the Market
Penetration of Wireless Devices in and around Pune
Region”
For
Project By: Rahul V Pillai

2. Agenda:
Glance View on Reliance Communication.
Indian Telecom Sector.
Indian Telecom Industry: Moving from Voice to Data.
Objectives of my Project.
Flow Chart of the work done.
Project Over View.
Data Analysis and Interpretations for Real Estate
Sector.
SWOT Analysis.
Observations from the project.
Findings from the project.
Key Learnings From the organization.
Contribution towards organization:

3. Glance View on Reliance Communication:
 Reliance Communication was incorporated in the year 2002.
 Reliance Communications Limited is the flagship Company of
Reliance Group, one of the leading business houses in India.
 RCOM is India’s first telecom service provider offering nationwide
CDMA and GSM mobile services with digital voice clarity.

4. Indian Telecom Sector:
 Telecom sector is the another sunrise sector for the country.
 TRAI and DOT implements the government policies and controls the
Telecom Sector in the country.
 The over all Tele-density in the country has been increased from 0.8
in1994 to 76.75 in 2014 according to TRAI.
 Telecom Sector contributed 6.9% of GDP in FY 2014.

5. Indian Telecom Industry: Moving from Voice to Data.
Communication Information
The Past Present Future
 SMS
 Radio
 CRBT
 Voice Calling
 Social
Networking
 Mobile
Gaming
 Mobile Apps
 Mobile
Broadband
 Convergence :
M2M
 M-commerce
 Mobile
Advertising

6. Objectives of my Project:
 To know the buying behavior of Real estate sector in telecommunication.
 To Study the market penetration of wireless devices.
 To understand the perspective of CDMA among the key decision makers of
organization And doing a comparative study and GSM and CDMA.

7. Flow Chart of the work done:
One week for
Training
Two weeks for
Introduction to project&
Designing Questionnaire
Eight weeks for
Field work
One week for
Study of sector
Two weeks for
Analysis and
project
preparation

8. Project Over View :
 Prepared Questionnaire for seeking information from the corporates.
 Approached Companies through Cold Calling also
 Targeted CAT B and CAT C companies in Real Estate sector.
 Sample size taken for data analysis is from 50 Real Estate Companies.
 Each Respondent Treated as a case of detailed analysis.

9. Data Analysis and Interpretations for Real Estate Sector:
 To find out the Market Share among Operators in and around Pune region
for Voice:
Airtel
20%
BSNL
10%
Idea
20%Reliance
14%
Tata
20%
Vodafone
16%
MARKET SHARE FOR VOICE
Airtel
BSNL
Idea
Reliance
Tata
Vodafone

10. To find out the no of Connections for voice:
450
101
41 47
233
78
0
50
100
150
200
250
300
350
400
450
500
Airtel BSNL Idea Reliance Tata Vodafone
NO OF CONNECTIONS

11. To Find Out the Market Share among Operators for data :
8%
11%
15%
18%10%
32%
6%
Market Share For DATA
Airtel
BSNL
other
idea
Reliance
Tata
Vodafone

12. To Find Out the no of Connections for data:
18
27
35
43
23
76
15
0
10
20
30
40
50
60
70
80
Airtel BSNL other idea Reliance Tata Vodafone
NO OF CONNECTIONS FOR DATA

13. To Find Out the usage of Fixed Wireless Landline:
43%
57%
Usage Of Fixed wireless Landndline
yes
no

14. To find out the preferences of CDMA technology among
Key Decision Makers:
45%
55%
CDMA Prefrence
Yes
No

15. To find out companies which are ready to switch their
operators:
8%
72%
20%
No Of Companies
Yes
No
May Be

16. SWOT Analysis:
Strength
1) Huge network infrastructure (approximately 3000 signal
towers in Maharashtra)
2) Cheapest and customized rental plans for corporate in both
voice & data.
3) Largest player for CDMA technology in India.
4) Good quality CDMA network coverage
5) One of the major players in wireless network operators.
6) New technologies and products launched (Rev. B)
Opportunities
1) Second player to enter 4G technology in India so there is
high chance to dominate the market in this particular
technology.
2) Opportunity to attract CAT-A and CAT-B corporate with
more customized plans for both voice and data
3) Value added services like “internet.org” to provide free
access to some websites
4)To Penetrate CDMA technology in the country as the buying
behaviour and perspective of customers is changing in a faster
phase.
Weakness
1)Late billing process.
2) Average customer service.
3) No separate strategy for rural market.
4) Distribution channel is not accurate.
5) Should spend more on advertisements and promotions.
6) Customer service staff needs training.
7) Negative perception about CDMA among customers
Threats
1) Declining ARPU(Average Revenue per User)
2) Price wars like per-second billing which deflating revenue
and making sure the “survival of fittest”
3) Poor advertisements doesn’t attract the customers in the
competitive markets this is where reliance communication is
lacking as other operators are doing best in case of
advertisements.
4) TATA growing market penetration of wireless devices among
corporate.
Reliance
Communication
ltd.

17. Porters Analysis on the Company:
Competiti
ve Rivalry
- HIGH
Bargainin
g Power of
buyers-
HIGH
Threat of
Substitutes
- Rising
Bargainin
g Power of
Suppliers-
LOW
Threat of
New
Entrants –
HIGH:

18. Observations from the project:
 Reliance CDMA has a wider network reach and the voice quality provided by
Reliance is far better than any of the GSM operators in the country.
 Reliance newly launched Rental Plans such as Zero Plan and Advanced Rental
plans are more cost saving than others.
 Reliance is lacking in their Advertisements and Promotions .
 Real Estate Companies prefer more on service provided by their operators than
their Rental Plans.

19. Findings from the project:
 Speed and Plans of data play a vital role in the minds of corporates while
choosing the products.
 During Survey I found that Real Estate Companies mostly used cheaper
rental plans because they don’t have tree hierarchy in their company.
 Reliance should work on their after Sales and Customer service to retain
their customers in the market.
 Cheaper and Cost Saving Plans matters a lot for the CAT B and CAT C
Corporates.

20. Key Learnings From the organization:
 Absorbed Knowledge about Telecommunications Industry and Reliance
Communications LTD, both Technically and Theoretically.
 I learned to Design a questionnaire for a market research.
 Meeting Different People among various segments, interviewing them
helped me to know about their buying behaviour in Telecommunications.
 During my survey I came to know about the competitions among Major
Players of Telecom Industry and their Marketing Strategies that they use to
attract Corporates.
 Fined-Tuned my communication skills as I interacted with a varied set of
Decision Makers in the company for telecommunications mainly they were
IT Managers and HR admins.
 Got the much needed confidence in interviewing people and seeking
information from them.

21. Contribution towards organization:
 Promoted newly launched Pro3 Wi-Fi and WI pod among Corporates in
Pune Region.
 Collected Vital Information’s about Competitors Plans, therefore Reliance
Communication can hunt on their accounts by setting new strategies.
 Created Lead in Corporates for Reliance Communication by pitching their
wireless Products.
 Tried to convince Corporates about CDMA Technology and change their
Misconception and Perception about CDMA, by showing them advantage
of CDMA.