Introduction
Future trends for IN products
Revenue and Targets
Opportunities , Challenges and Problem Areas
Existing Business Strategy
New Business Development and Marketing Strategy
Conclusion , Discussions and Suggestions
Televoting
Virtual Private Network
Premium Rate Service
Universal Personal Number
COMPANY
L/O/G/O
Free Phone Service
Account Calling Card
Universal Access Number
Fixed Line Pre-paid
Call Now Card
India Telephone Card
 New Prepaid segment in Fixed Line
 Better Customer Convenience and Flexibility
 Better Competitiveness
 Larger customer base through Prepaid
 VPN to be the killer application
 Strengthening of Fixed line business
BSNL Corporate Office
4/13/2015
5
 Centrex/CUG not feasible across multi-exchanges
and locations
 BSNL can launch VPN services across SDCA/
LDCA/ Circle/Country
 Huge potential of revenue from Corporate
customers
 VPN across Fixed, WLL and Mobile possible
 Can stop churn of its CIC and corporate
6
 Virtual calling Card(VCC)
 Toll Free Service(TFS)
 Universal Access Number(UAN)
 Virtual Private network(VPN)
Some Facts: Revenue/ Target
Services
Revenue
(in Rs
Crore)
2008-09
Revenue
(in Rs
Crore)
2009-10
Target
(in Rs Crore
2010-11)
Revenue
(in Rs Cr)
20102011(Q1)
Post Paid
88
112
450
31
Pre Paid
334
160
250
20
Total
422
272
700
51
VCC major Source of revenue , the use of VCC is decreasing
day by day.
Other big operators like Bharti, TATA etc have also
launched IN services
Aggressive marketing of the IN Services by other
Operators
Customer Convenience to be the main focus of
services
More efforts on internal marketing/ training
Find out new markets
Use of IN platforms for rolling out new services in fixed line
segment
Highly under-marketed product of BSNL, so awareness is
very low
Poor Complaint Redresses System
Ineffective Distribution System
Still various IN codes are not available from BSNL as well as
Other Operators Network
Opportunities
ARPU per month for Toll Free Service is Rs 25,000/ARPU per month for UAN is Rs 71,000/ARPU per month for VPN is Rs 35,000/We have largest and latest IN Platform
A lot of market is still untapped
Enterprise depend more on landline services which are more reliable-BSNL has
largest landline network
Revenue from Post Paid IN services is increasing
Powers to extend life of ITC cards delegated to Circles.
New Prepaid card with per second Billing Launched
Launch of pure prepaid service under consideration
Appointment of SPOC for Complaint handling
Launch of new value added services under consideration
PRM service –Re launched in new form
Redesigning of CAFs
Incentive Scheme for BSNL Employees
Launch of new Prepaid Cards
All Technical, Educational,Tariff,marketint
etc related documents related IN Services
uploaded on
www.idrive.com
UserID: bsnl_in,
Pswd: bsnl
Strategy: Finding the new markets
Customers belonging to small and medium
segment may be targeted in addition to big
Enterprise Customers
State Govt. Agencies , District Administration,
PSUs, NGOs, Transporters, Whole Sale
Distributors etc are potential customers
Strategy: Targeted Marketing efforts
Targeted marketing is required to popularize the Post Paid IN Service.
All Circles should approach these customers by writing letters, face to face
meetings, presentations, sending Emails etc
Specific marketing /publicity Material to be prepared with the help of some
professional Marketing agency
Marketing/EB Cell of each circle may prepare detailed plan for targeting
the potential customers and finding the ways for increasing the revenue
Every SSA to focus on top 10 Customers
Strategy: Better Customer Support
Services
Zone wise helpline numbers to be manned by trained BSNL staff
BSNL Staff to be trained for providing customer support
Appointment of Account Manager for key customers in Circles
Opening of E-Mail accounts in BSNL domain for each Enterprise
customer. These Accounts may be used to send the Monthly
Bill/Publicity Material/ compliance of complaints etc
Strategy: Focused training efforts
Focused training Efforts: For Marketing and Technical
Personnel
Plans has to be formulated to design training
courses/marketing material for marketing and technical
staff at Circle level
Training Center, Ghaziabad has been requested to launch
the appropriate training courses . First two workshop are
planned in end of September and start of October.
Strategy: Strengthening Distribution Channel
In House
 Through customer centre – VCC, ACC, FPH, VPN,
UAN, PRM etc
Channel partner – Sale of ITC card
 Dealers
 Distributors
 Franchisee
 STD PCO
Dealer-Distributors
 Diluted focus due to many products
 Not a core business
 Not a high Margin product
 Problem faced in getting ITC cards
Customers
 Products Not easily available
 Highly under-marketed product of BSNL, so
awareness is low
 Reduced demand after mobile/STD PCO and low
calling rated
 Flood the Market
 Create Awareness
 Intensive distribution system
 More distribution points – like selling from IOC
Retail outlet
 More IN PCO at places like- hotels, hostels, low
income group areas, public places
 Selective Marketing
 Niche products
 Identify target customers
 Create Marketing teams to target these customers
 Give incentive to teams
 Empower employees to take decisions
Corporate VPN
VPN for basic, WLL, mobile closed user group
Centralized Billing to customer
Single window approach
Better monitoring and control on customer
Monitoring of calling pattern
Better discount on bulk bill on pan-India basis for all
voice services to corporate
Televoting
Aggressive marketing/ revenue share
Target
segment
educational
and
infotainment
Premium Rate Services
Consultation by professional like Doctors,
engineers to customers on premium rate
Chat Service
Premium rate for call centre calls; revenue can be
shared
Content providers can be made available on PRM
on revenue shared basis
Discussion and suggestions
Identify top 5 cities having the greatest
potential for IN services
Form a core team consisting of officers
from CFA/EB and Mktg.