1. To study User & Attitude among Airtel
Users for the 3G Services
Submitted to Submitted by
Prof. Prasanta Parida Rahul Ranjan (11201034)
Shivshankar Biradar (11201014)
Kaushik Shah (11201024)
Alka Soy (11201004)
Sourav Datta (11201044)
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2. DECLARATION
We student of 1st Year MBA 2nd semester of KIIT school of Rural
management hereby declare that the project report title “To study User &
Attitude among Airtel Users for the 3G Services ” Is a record of critical
and independent work carried out by us as a team work under supervision
and guidance of Prof. Prasanta Parida.
The feasibility suggestion has been duly incorporated in the consultation with
the supervisor.
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3. ACKNOWLEDGEMENT
I find in a great privilege to extend my thanks to Prof. Prasanta Parida, Faculty
of KSRM, for giving us an opportunity to work on one of the leading sectors
and of course for providing his valuable guidance and support. It has been a real
pleasure working on this project as this has lent us an opportunity to gather a
plethora of knowledge.
Our sincere gratitude goes to my institute for providing me a platform to have
practical knowledge. Special thanks go to all our friends who are most
responsible for helping us complete the writing of the report.
Date:
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4. Abstract
According to the recent press release of Groupe Speciale Mobile
Association (GSMA), India is about to become 2nd largest mobile broadband
market globally in next four years. This data implies that the mobile broadband
service is expected to drive the next phase of growth in the wireless segment with
enhanced focus on providing data services and Internet. 3G stand for the third
generation of wireless communication technologies, which support broadband
voice, data and multi-media communications over wireless networks. While urban
wireless subscribers have continued to grow by leaps and bounds, the rural
subscribers have also increased which has helped India to be one of the fastest
growing telecom markets in the recent years. This study attempts to understand the
perceptions, behavior and attitude of an Airtel-3G customer. This includes general
attitudes toward the service.
This study has used primary data which were collected using questionnaire through
internet medium. The questionnaire for customers is prepared in such a way that
they were able to express their opinions freely and frankly. For this purpose 90
customers were selected using simple random sampling method. The collected data
are analyzed through SPSS. The normal progression of any concern in today’s
marketing scenario is highly customer centric. To bring out credibility and
objectivity and to extend the coverage and leadership, the policy makers hope to
concentrate very keenly in the problems faced by the customers.
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5. Table of contents
Contents
CHAPTER 1 .................................................................................................................................................... 7
Introduction .................................................................................................................................................. 7
1.2 Technical issues in the evolution to third-generation networks: ....................................................... 8
1.3 Standardization issues: ....................................................................................................................... 9
1.4 The migration path from 2G to 3G: .................................................................................................. 10
1.5 3G Services and Applications: .......................................................................................................... 11
1.6 Bharti Airtel: ...................................................................................................................................... 12
1.7 Airtel 3G in India: .............................................................................................................................. 13
1.8 Users Attitude: .................................................................................................................................. 14
CHAPTER 2 .................................................................................................................................................. 15
Review of Literature.................................................................................................................................... 15
CHAPTER 3 .................................................................................................................................................. 17
Research Methodology: .............................................................................................................................. 17
3.1 Objectives: ........................................................................................................................................ 18
3.2 RESEARCH DESIGN: ........................................................................................................................... 19
3.3 Online survey basic outsets .............................................................................................................. 19
3.3.1 Instrument ................................................................................................................................. 19
3.3.2 Content ...................................................................................................................................... 19
3.3.3 Challenges .................................................................................................................................. 19
3.4 Data preparation ............................................................................................................................... 19
3.5 Sample size:....................................................................................................................................... 20
CHAPTER 4 .................................................................................................................................................. 20
Findings and analysis .................................................................................................................................. 20
4.1 Kind of 3G services ............................................................................................................................ 20
4.2 Signal rating of Airtel......................................................................................................................... 21
4.3 Signal rate evaluation by age and profession groups ....................................................................... 22
4.4 Duration of usages ............................................................................................................................ 23
4.5 Maximum recharge per month ......................................................................................................... 24
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6. 4.6 Usage of value added services .......................................................................................................... 24
4.7 Services provided by Airtel 3G .......................................................................................................... 25
4.7.1 Video calling or conferencing..................................................................................................... 25
4.7.2 Downloading and uploading speed ........................................................................................... 26
4.7.3 Online gaming speed ................................................................................................................. 26
4.8 After sales services ............................................................................................................................ 27
4.9 Overall satisfaction level ................................................................................................................... 28
CHAPTER 5 .................................................................................................................................................. 29
Conclusion ................................................................................................................................................... 29
Chart 1 Kind of 3G services ......................................................................................................................... 20
Chart 2 Signal rating of Airtel ..................................................................................................................... 21
Chart 3 Duration of usage ........................................................................................................................... 23
Chart 4 Maximum recharge per month ...................................................................................................... 24
Chart 5 Usage of value added services ....................................................................................................... 24
Chart 6 video calling/ conferencing ............................................................................................................ 25
Chart 7 Downloading and uploading speed ................................................................................................ 26
Chart 8 Online gaming speed ...................................................................................................................... 26
Chart 9 Customer care services .................................................................................................................. 27
Chart 10 response from customer care employees ................................................................................... 27
Chart 11 overall rate of Airtel service provider .......................................................................................... 28
Chart 12 do you feel Airtel is better than other network ........................................................................... 28
Table 1 Comparing services/applications provision under 2G, 2.5G and 3G 11
Graphs 1 signal rate evaluation by age groups ........................................................................................... 22
Graph: 4.3.2 Graphs 2 signal rate evaluation by profession groups........................................................... 22
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7. CHAPTER 1
Introduction
The Indian telecommunications industry is the fastest growing telecommunications
industry in the world, with 723.28 Million telephone (land line and mobile)
Subscribers and 687.71 Million mobile phone connections as of Sep 30th 2010. A
large population, low telephony penetration levels, and a rise in consumers’
income and spending owing to strong economic growth have helped make India
the fastest-growing telecom market in the world.
3G and BWA services are expected to drive the next phase of growth in the
wireless segment with enhanced focus on providing data services and Internet.
Development of applications useful to people will be the key to success. The
Indian market is highly price sensitive; therefore, it is imperative that relevant
applications be made available to consumers at affordable cost. It is hoped that
availability of cheaper handsets together with useful content will drive the next
phase of growth.
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8. 1.2 Technical issues in the evolution to third-generation networks:
The impact of technological change on mobile telecommunications is often
described in terms of generations. Thus, first generation mobile technology has
referred to the analogue cellular systems that characterized the 1980s and early
1990s, while second generation refers to today’s digital cellular systems, such as
the widely-used Global System for Mobile Communications (GSM).
So-called Third Generation (3G) systems or IMT-2000 include high-speed data,
mobile Internet access and entertainment such as games, music and video
programs using image, video and sound to mobile users. These 3G systems will
provide support for:
• High data rates at a minimum of 144 Kbit/s for all radio environments and 2
Mbit/s in low-mobility and indoor environments.
• Symmetrical and asymmetrical data transmission.
• Circuit-switched and packet-switched services, such as Internet Protocol (IP)
traffic and real-time video.
• Improved voice quality.
• Greater capacity and improved spectrum efficiency.
• Several simultaneous services to end-users and terminals, for multimedia
services.
• Seamless incorporation of 2G cellular systems; and
• Global roaming between different 3G operational environments; and economies
of scale and an open international standard that promises to meet the needs of the
mass market.
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9. 1.3 Standardization issues:
One of the inherent advantages of 3G networks is the provision of seamless global
roaming, enabling users to move across borders while using the same number and
handset. The promise of 3G networks also lies in the seamless delivery of services,
over a number of media (satellite, fixed, etc...).
In the mid-1980s, the International Telecommunication Union (ITU) developed the
concept of IMT-2000 (where IMT stands for International Mobile
Telecommunications) and in 2000 unanimous approval was given to the technical
specifications for 3G systems under this brand name (i.e. IMT-2000). This
approval, which resulted from the collaboration of many entities, both inside and
outside the ITU (ITU-R and ITU-T, and 3GPP, 3GPP2, UWCC, etc.), meant that
for the first time there was a promise of full interoperability and interworking of
mobile systems on the basis of a single standard, without the fragmentation that
had characterized the mobile market. However, there are strong proponents of
different approaches to 3G technology - CDMA2000 (US, Korea), and UMTS
(Europe, Japan) who were not able to agree on a single standard. This resulted in a
variety of approaches to 3G technology, with IMT-2000 consisting of a family of
standards (or flavors), implying the need for multiple mode and multiple band
handsets capable of handling various optional mode and frequency bands. More
specifically, the IMT-2000 standard accommodates five possible radio interfaces
(or flavors) based on three different access technologies (FDMA, TDMA and
CDMA). Two of these technologies fall under the wideband-CDMA category (W-
CDMA and CDMA2000, which is a Telecommunications Industry Association
(TIA) standard for third-generation technology, one of them falls under the TDMA
category (Universal Wireless Communications 136), and the last one falls under
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10. the TD-CDMA category (Time-Division Duplex), and the last one under FD-
TDMA (DECT+).
Difficulties experienced in reaching a decision on a single standard are due in part
to the variety of stakeholders and players involved in the standardization process,
each with its own set of interests for promoting the adoption of a particular
standard. Some of these organizations are not meant to be exhaustive, but rather
illustrative of the kinds of organizations implicated in the process.
1.4 The migration path from 2G to 3G:
Just as there has been a continued migration of voice from fixed line to cellular, it
is expected that data traffic too will migrate from fixed to mobile. Present 2G
networks are the result of the migration from analogue to digital networks. The
conversion from 1G analogue networks like AMPS and TACS to 2G digital
networks like GSM, TDMA and CDMA, has allowed carriers to increase network
capacity, provide value-added services like caller identification, short messaging,
call-waiting, and increased functionality.
The evolution of networks from 2G to 2.5G and then to 3G (or straight from 2G to
3G) will enable users to send and receive data over a wireless platform. 2.5G
solutions, such as GPRS (General Packet Radio Service or EDGE (Enhanced Data
rates for GSM Evolution) offer mobile data services at rates between 56 Kbit/s and
144 Kbit/s, the speed of conventional modems and ISDN lines, respectively. With
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11. 3G will come full broadband applications at transmission rates that will eventually
reach 2Mbit/s.
1.5 3G Services and Applications:
The below given box places 3G services within the context and timelines of the
evolution of services/applications available with 2G, then 2.5G and 3G technology.
Table 1 Comparing services/applications provision under 2G, 2.5G and 3G
Comparing services/applications provision under 2G, 2.5G and 3G
Period Major technology introduction New internal/external applications
Up to 2000 2G Telephone
E-mail
SMS
Digital text delivery
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12. 2001 to 2002 2.5G Mobile banking
Voice mail
Web
Mobile audio player
Mobile radio
Karaoke
Location-based services
Mobile coupons
2003 and 3G Mobile video conferencing
beyond Video phone/mail
Remote education
Mobile TV/ video player
Advanced car navigation
Digital catalog shopping
Digital audio/video delivery
Source-ITU
1.6 Bharti Airtel:
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited
liability under the Companies Act, for promoting telecommunications services.
Bharti Tele-Ventures received certificate for commencement of business on
January 18, 1996. The Company was initially formed as a wholly-owned
subsidiary of Bharti Telecom Limited.
Bharti Airtel Limited is a leading integrated telecommunications company with
operations in 20 countries across Asia and Africa. Head quartered in New Delhi,
India, the company ranks amongst the top 5 mobile service providers globally in
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13. terms of subscribers. In India, the company's product offerings include 2G, 3G and
4G services, fixed line, high speed broadband through DSL, IPTV, DTH,
enterprise services including national & international long distance services to
carriers. In the rest of the geographies, it offers 2G, 3G mobile services. Bharti
Airtel had over 246 million customers across its operations at the end of February
2012.
1.7 Airtel 3G in India:
On May 18, 2010, 3G spectrum auction was completed and Airtel will have to pay
the Indian government 122.95 billion (US$2.45 billion) for spectrum in 13
circles, the most amount spent by an operator in this auction. Airtel won 3G
licenses in 13 telecom circles of India: Delhi, Mumbai, Andhra
Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (east), Rajasthan, West Bengal,
Himachal Pradesh, Bihar, Assam, North East, and Jammu & Kashmir. Airtel also
operates 3G services in Maharashtra, Goa, Kanpur and Kolkata through an
agreement with Vodafone and in Gujarat through an agreement with Idea. This
gives Airtel a 3G presence in 15 out of 22 circles in India.
On September 20, 2010, Bharti Airtel said that it has given contracts to Ericsson
India, Nokia Siemens Networks (NSN) and Huawei Technologies to set up
infrastructure for providing 3G services in the country. These vendors will plan,
design, deploy and maintain 3G–HSPA (third generation, high speed packet
access) networks in 13 telecom circles where the company has won 3G licenses.
While Bharti Airtel has awarded network contracts for seven 3G circles to Ericsson
India, NSN would manage networks in three circles. Chinese telecom equipment
vendor Huawei Technologies has been introduced as the third partner for three
circles.
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14. On January 24, 2011, Airtel launched 3G services in Bangalore, Karnataka—its
largest circle by revenue. With this launch, Airtel became the third private operator
(fifth overall) to launch its 3G services in the country following Reliance
Communications and Tata Docomo. On January 27, 2011, Airtel launched 3G in
Chennai and Coimbatore.
On July 27, 2011 Airtel launched 3G in three major cities in Kerala (Trivandrum,
Cochin and Calicut).
Airtel plans to cover 1,500 cities across 13 circles by the end of March 2012. The
company, which has 3G licenses for 13 circles, is also in talks with other service
providers to roll out the services in the remaining 10 circles as part of its roaming
offerings.
Airtel had about 3 million 3G subscribers as of May 2011.
1.8 Users Attitude:
A user and attitude survey is a comprehensive survey usually carried out to know
the brand usage, purchasing behaviour, awareness and attitude of the customer. It
is conducted and analyzes the market, establish a database on past or present
behaviour and identify changes in usage behaviour.
User and attitude survey can provide information on perceptions behaviour and
attitude of a customer towards a particular product. For example it can reveal
perception on:
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15. Features of the service
Specific components of the service
Usefulness of the service
Also focus on customer needs, how those needs are met, customer interest in
appreciation for the service etc.
This survey provides valuable information on customer perceptions of their 3G
usage experience. This includes general attitudes toward the service, and their own
perception. The results from this survey can also help you identify elements which
best support customer needs.
CHAPTER 2
Review of Literature
3G - Third Generation mobile telephone networks are the latest stage in the
development of wireless communications technology. Significant features of 3G
systems are that they support much higher data transmission rates and offer
increased capacity, which makes them suitable for high-speed data applications as
well as for the traditional voice calls. In fact, 3G systems are designed to process
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16. data, and since voice signals are converted to digital data, these results in speech
being dealt with in much the same way as any other form of data. Third Generation
systems use packet-switching technology, which is more efficient and faster than
the traditional circuit-switched systems, but they do require a somewhat different
infrastructure to the 2G systems.
3G stand for the third generation of wireless communication technologies, which
support broadband voice, data and multi-media communications over wireless
networks. Speed: 144kb/sec-2mb/sec. 3G Combines a mobile phone, laptop PC
and TV Features include,
Phone calls/fax
Global roaming
Send/receive large email messages
High-speed Web Navigation/maps
Videoconferencing
TV streaming
Electronic agenda meeting reminder
A user and attitude survey is a comprehensive survey usually carried out to know
the brand usage, purchasing behavior, awareness and attitude of the customer. It is
conducted and analyzes the market, establish a database on past or present
behavior and identify changes in usage behavior.
User and attitude survey can provide information on perceptions behavior and
attitude of a customer towards a particular product. For example it can reveal
perception on:
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17. Features of the service
Specific components of the service
Usefulness of the service
Also focus on customer needs, how those needs are met, customer interest in
appreciation for the service etc.
This survey provides valuable information on customer perceptions of their 3G
usage experience. This includes general attitudes toward the service, and their own
perception. The results from this survey can also help you identify elements which
best support customer needs.
CHAPTER 3
Research Methodology:
Methodology is a way to systematically solve the research problem. It may
be understand as a science of studying how research is done scientifically.
Research Methodology is a step by step study of a problem. Physical activities
involved in the study are:
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18.  Developing the questionnaire regarding the customer satisfaction of the
product
 Optimum respondents as a 90 sample size are chosen for the activity to
resemble the entire population.
 Get the questionnaire filled by the customers in the place through internet
(online).
 Analysis of data on computer with special market research statistical
package called SPSS.
In this research questionnaire is framed in such a way management wants to
know how the customers are taking things that they had done to them and to find
out the expectation of the customers thus it will impact in policy making of the
firm in the current fiscal year.
The questionnaire designed had closed question to find the respondents
actual feeling as well as their opinion rating about the satisfaction regarding the
product.
The methodology followed for conducting the study includes the
specification of research design, sample design, questionnaire design, data
collection and statistical tools used for analyzing the collected data.
3.1 Objectives:
Our objectives behind doing this project was to know,
To know whether the services is good in their (respondents) area.
To find out if they are satisfied and aware of the services and offers
provided.
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19. To recommend measures for improving the product.
3.2 RESEARCH DESIGN:
The research design is the conceptual structure within which research is
conducted. It constitutes the blueprint for the collection, measurement and analysis
of data.
3.3 Online survey basic outsets
3.3.1 Instrument
Self – administered questionnaire
No assisting interviewer
Filling in and finishing the questionnaire based on the impression of the
questionnaire
3.3.2 Content
Needs a clear structure
Layout
Questions and additional text
3.3.3 Challenges
Use of multi media elements
Accessibility
Tech (bandwidth, screen resolution, flash)
3.4 Data preparation
Results data is readily available in the format desired
Open answers are readily readable
Tables and presentation can be produced directly
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20. 3.5 Sample size:
The research was conducted with 90 respondents.
CHAPTER 4
Findings and analysis
4.1 Kind of 3G services
91% of the respondents avail 3G services in prepaid Airtel connections. So, it can be inferred that 3G
services are more preferred in prepaid connections.
Chart 1 Kind of 3G services
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21. Kind of 3G service
prepaid (3G) postpaid (3G)
9%
91%
4.2 Signal rating of Airtel
Airtel provides excellent signal strength to customers. It is evident from the fact that 47% of the
respondents rated signal strength of Airtel as excellent and also another 47% of the respondent rated
the above as good. So on an average Airtel signal strength is excellent in every customer point of view.
Chart 2 Signal rating of Airtel
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22. Signal rating of Airtel
excellent good average bad
2%
4%
47%
47%
4.3 Signal rate evaluation by age and profession groups
Mainly the respondent the age of 18-25 years, comprising students, mostly use Airtel 3G services and
have rated the signal strength as excellent. So it is clear that the Airtel 3G services have raised a wave
among the teen agers.
Graphs 1 signal rate evaluation by age groups
Signal rate evaluation by age groups
35 30
27
No. of respondents
30
25
20
15 10 9
10 6
5 1 1 1 2 1 2
0
excellent good average bad
Rate of airtel signal
age of the respondent below 18 years age of the respondent 18-25 years
age of the respondent 26-35 years age of the respondent 36-45 years
Graph: 4.3.2 Graphs 2 signal rate evaluation by profession groups
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23. Signal rate evaluation by profession groups
35 33
30
25 23
Count
20
15
10 8
6
5 3 4 2
4
1 2 1 2 1
0
student govt employee pvt employee business others
excellent good average bad
4.4 Duration of usages
With the advent of Airtel 3G services on January 24, 2011, most of the people started to use 3G services
in Airtel. 54% of the respondents are using Airtel 3G services for more than one year.
Chart 3 Duration of usage
Duration of usage
<6 years >6 years 1 year more than 1 year
12%
12%
54%
22%
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24. 4.5 Maximum recharge per month
As the majority of the respondent groups are students between the age group of 18-25 years, they
recharge their prepaid connections with an average of Rs. 200 per month. 29% of the respondents
supported to above fact.
Chart 4 Maximum recharge per month
Maximum recharge per month
4%
12% Rs 10-200
29%
Rs 200-400
Rs 400-600
27% Rs 600-1000
28% above Rs 1000
4.6 Usage of value added services
There is little awareness among the respondents related to value added services provided by Airtel. 63%
of the respondents do not use value added services. This may be also due to high cost of VAS provided
by Airtel.
Chart 5 Usage of value added services
Usage of value added services
yes
37%
no
63%
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25. 4.7 Services provided by Airtel 3G
4.7.1 Video calling or conferencing
There is an average satisfaction level among the consumers related to video calling and
conferencing facilities provided by Airtel 3G. This fact is supported by 37% of the respondents
rating the above facility as average.
Chart 6 video calling/ conferencing
Video calling/conferencing
excellent good average bad never used
7%
5% 20%
37%
31%
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26. 4.7.2 Downloading and uploading speed
Airtel 3G provides good downloading and uploading speed. 50% of the respondents support the
above fact.
Chart 7 Downloading and uploading speed
Downloading and uploading speed
excellent good average bad
3%
20%
27%
50%
4.7.3 Online gaming speed
An average rating is provides by 37% of the respondents related to online gaming speed.
Chart 8 Online gaming speed
Online gaming speed
excellent good average bad very bad never used
1% 5%
10% 18%
29%
37%
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27. 4.8 After sales services
84% of the respondents are satisfied from customer care services provided by Airtel. 78% of the
respondent have received good response from the customer care employee, thus Airtel
provides excellent after sales services.
Chart 9 Customer care services
Customer care services
satisfied not satisfied never used
9%
7%
84%
Chart 10 response from customer care employees
Response from customer care employees
good response bad response never used
9%
13%
78%
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28. 4.9 Overall satisfaction level
53% of the respondents are fairly satisfied on using Airtel.
Chart 11 overall rate of Airtel service provider
Airtel service provider
excellent good average
15%
32%
53%
4.10 Compare with other network
Also 88 respondents out of total 90 respondents feel that Airtel is better than any other
network.
Chart 12 do you feel Airtel is better than other network
do you feel airtel is better than other network
yes
no
2
…
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29. CHAPTER 5
Conclusion
During our study we observed following behavior of our users:
• It was found that 91% of the respondents were prepaid users. It is because prepaid
connections help them to check on their spending on recharges.
• Among all the respondents, students constitute the highest percentage of Airtel 3G users.
The services like gaming, downloads at a higher speed are the reasons behind the
popularity of the service among the students.
• Most of the respondents were using the service for more than a year; it depicts the
satisfaction of the customers on the service.
• Recharge amount consumed by most of the customers ranged between Rs. 200-400. It
implies that the 3G service is expensive especially the value added services. The number
of respondents who do not use the value added services establishes the above fact.
• It was found that the respondents were happy about the after sales services.
Overall the level of satisfaction is good among the Airtel 3G users. Services such as: video
calling/conferencing, downloading and uploading speed, online gaming experience etc. are
the most liked features of the Airtel 3G services as perceived by the customers.
The study revealed that there is unawareness among the customers regarding value added
services. Expensiveness of the service is also one of the problems which make it difficult for
the Airtel to penetrate into the market in the value added service category.
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