VODAFONE CUSTOMER SATISFACTION

1
 INDEX

CHAPTERS PAGE NUMBERS

CHAPTER I 10-18
A: WHAT IS TELECOMMUNICATION
B:PLAYERS IN TELECOMMUNICATION

CHAPTER II 19-21
A: DOT
B: TRAI & ITS FUNCTIONS

CHAPTER III 22-34

A:ABOUT VODAFONE
B:HISTORY OF VODAFONE
C: MANAGEMENT OF VODAFONE

CHAPTER IV 35-64
A: PRODUCTS & SERVICES OFFERED BY VODAFONE
B: VODAFONE MARKET SHARE
B: EXTRA EFFORT TO BOOST SALES
C: CRM ADOPTED BY VODAFONE
D: COMPARISON BETWEEN LOOP & VODAFONE
E: FUTURE OF VODAFONE
F: CONCLUSION

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 EXECUTIVE SUMMARY:

This project is based on telecom sector as the telecom sector is growing at

a very good pace. The telecom company which I have selected for my
project is VODAFONE. The reason behind selecting Vodafone is its
various schemes in product & service category & also its future policies
where the company is coming out with lots of new & affordable schemes
for its customers. Vodafone is a UK based company & has various
branches all over the world. The company was started in the mid 70’s &
since then it has never looked back. The products & services offered by
Vodafone is of a very high quality & also at an affordable rates. They
have various plans for various customers depending on the status of the
customers.

Vodafone has various product categories ranging from chargers, internet,

mobile phones, headsets & headphones & many more. In the service
category it has internet services which include broadband internet & PC
internet services.

Apart from the products & services normally offered they also came out
with some interesting & unique product like the I phone. This was one of
the biggest events in the history of Indian telecom industry. The phones
were available at around 32000-36000 Rs which has a unique feature
called as 3G system.

Vodafone also came out with cell phones for the poor which was a part of
their social responsibility toward the poor class people of the society. The
phones were available in the range of 1000 Rs -1500 Rs which was one of
the successful strategies of Vodafone.

According to the 2002-2008 data VODAFONE captures the market with

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17.56 % & is at the 3rd position just after Bharti with 24.69% & Reliance
with 17.68%.

Vodafone also came out with one of best& most attractive advertisement
which no one has ever seen before called as “VODAFONE ZOO-ZOO’S”.
This advertisement was a part of VODAFONE’S marketing strategy to
boost its sales during the IPL 2 season. This was one of the master moves
by VODAFONE to introduce ZOO-ZOO during the IPL 2 season which was
a “SUPER-HIT”.

VODAFONE is planning to come with its own accessories stores which

would be a one-time shop for its customers wherein the customers will get
all the products under one roof. Vodafone’s future plan is to become no.1
telecom company by the year 2010-2011 which does not seems to be very
difficult keeping in mind the progress it has made in the last 5 years.

Vodafone has added around 5 million subscribers in the year 2008-2009

which makes it the 3rd largest telecom company in the world. Vodafone
has joined hands with one of the world largest & the best car racing
company F1 MCLAREN MERCEDES to host the 2 day event. This is the
part of the promotion strategy of Vodafone to become the world wide
leader in telecom industry.

Vodafone is also the official sponsor of the England Cricket Team for the
Npower test series . It has also shaken hands with the most popular
football tournament UEFA CHAMPIONS LEAGUE football which is a part
of the promotional strategy of Vodafone.

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 CHAPTER I
WHA T IS TE LECOMUN ICA TION :

Telecommunication the transmissions of signals over a distance for the

purpose of communication. In modern times this process almost always
involves the sending of electro magnetic waves by electronic transmitters
but in earlier years it may have involved the use of smoke signals drums
or semaphore lines.

HISTORY OF TELECOMMUNICATION:

The history of telecommunication began with the use of smoke signals &
drums in Africa the America & parts of Asia. Smoke signals

In the 1790’s the first fixed semaphore systems emerged in Eurpoe

however it was not until the 1830’s that electrical telecommunication
systems started to appear. This article details the history of
telecommunication & the individuals who helped make telecommunication
systems what they are today.

Early telecommunication included smoke signals & drums. Drums were

used in natives like Africa, New Guinea & South America & smoke
signals in North America & China.

In 1792 a French engineer Claude Chappe built the first visual telegraphy
for semaphore system between Chile & Paris. This was followed by a line
from Strasburg to Paris.

5
SOM E OF THE MOST P OPUL AR TELEC OM
C OM PANIES IN INDIA:

A.P TELECOM

A.P.-telecom officer's service telephone numbers can be viewed by

clicking the concerned telecom district. A.P. telecom circle is serving the
whole state of Andhra Pradesh including the twin cities of Hyderabad and
Secundrabad.

ASC ENTERPRISES LIMITED (ASCEL)

Ascel is a multi venture corporate heralding the "convergence" era in our

country, focusing on nationwide retailing of time (telecom, information &
learning, media, entertainment) products & services, satellite and digital
wireless communication ventures for provision of infrastructure, services
and solutions among other initiatives.

AIRCEL

Popular provider in Tamil Nadu

BANGALORE TELECOM

Bangalore telecom system is a communications window to the rest of the

world. Offer a wide range of telecom services from basic telephone
service to high speed data circuits.

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BHARTI ENTERPRISES

Established in 1985, Bharti has been a pioneering force in the telecom

sector with many firsts and innovations to its credit, ranging from being
the first mobile service in Delhi, first private basic telephone service
provider in the country, first Indian company to provide comprehensive
telecom services outside India.

COMMSOUTH

Commsouth was founded in Chennai, in the mid nineties; Commsouth has

grown steadily and established sound positions in the mobile telephony
and telecom management software market.

CELLEBRUM

Cellebrum is a company of M Corp global group with interests in the

field of telecom solutions, office automation and information technology
and value added services. Asia’s leading value-added mobile services and
solutions provider on platforms like sms / ivrs / wap / gprs / ussd etc.

CRICKET COMMUNICATIONS
Cricket is the operating subsidiary of leap wireless international, a
customer-focused company providing innovative mobile wireless services
targeted to meet the needs of customers who are under-served by
traditional communications companies.

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ESSAR GROUP

The Essar group is one of India’s largest corporate houses with interests
spanning the manufacturing and service sectors in both old and new
economies: steel, power, shipping, constructions, oil & gas and telecom.

IDEA CELLULAR

India's leading GSM mobile services operator, idea cellular has licenses
to operate in 11 circles. With a customer base of over 17 million, idea
cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra
Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-west,
Himachal Pradesh and Kerala. Idea acquired spice telecom which was
operating in Karnataka and Punjab. Idea cellular footprint currently
covers approximately 45% of India’s population and over 50% of the
potential telecom-market. As a leader in value added services, innovation
is central to idea's vas factory. It is the first cellular company to launch
music messaging with 'cellular jockey', 'background tones', 'group talk', a
voice portal with 'say idea' and a complete suite of mobile email services.

INTERNET & MOBILE ASSOCIATION OF INDIA

The internet & mobile association of India (IAMAI) is a not-for-profit

industry body registered under the SOCIETIES ACT, 1896. Its mandate is
to expand and enhance the online and mobile value added services
sectors.

JP MOBILE, INC.

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JP Mobile is a solid, well-established company, a true pioneer in the
enterprise mobility market. They are a privately held company with solid
financial backing. They offer sure wave mobility suite, a comprehensive
wireless mobility solution for enterprises, carriers, system integrators
and independent software vendors.

LOOP MOBILE

Loop mobile (BPL mobile now rebranded as loop mobile), represents

growth with continuity. While we constantly work towards giving our
subscribers a better network, innovative products and a superior mobile
telephony experience, our subscribers can be assured of the same focus
and commitment in providing the best network coverage, billing accuracy,
and an unmatched personalized customer service.

MTNL DELHI

MTNL Was Set Up On 1st April, 1986 By The Government Of India To

Upgrade The Quality Of Telecom Services, Expand The Telecom Network,
Introduce New Services And To Raise Revenue For Telecom Development
Needs Of India �S Key Metros � Delhi, The Political Capital And
Mumbai, The Business Capital Of India.

MTS - SHYAM TELECOM

Sistema Shyam teleservices limited is a joint venture company between

sistema of Russia and Shyam group of India. Currently they operate in the
states of Rajasthan, Tamil Nadu, Kerala, Bihar, West Bengal and
Jharkand.

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RELIANCE COMMUNICATIONS

Reliance Communications has a reliable, high-capacity, integrated (Both

Wireless and Wireline) and convergent (Voice, Data and Video) digital
network. It is capable of delivering a range of services spanning the
entire infocomm (Information and Communication) value chain, including
infrastructure and services for enterprises as well as individuals,
applications, and consulting.

RELIANCE INFOCOM

The Reliance group founded By Dhirubhai H. Ambani (1932-2002) is

India's largest business house

RELIANCE INFOCOMM

Reliance Infocomm will offer a complete range of telecom services,

covering mobile and fixed line telephony including broadband, national
and international long distance services.

SHYAM TELECOM LIMITED

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Shyam telecom is pioneer in Telecom Industry. It has revolutionized the
industry with development of innovative products. Shyam group
commenced its operations in 1974 to introduce up-to-date
telecommunication technology.

SONY ERICSSON

Sony Ericsson mobile communications offers mobile multimedia consumer

products for people who appreciate the possibilities of powerful
technology.

SPICE TELECOM

Spice telecom the brand name of spice communications limited is

presently operating cellular phone services in the states of Punjab and
Karnataka. Considered as one of the best providers of mobile telephony
in India.

TATA INDICOM

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Tata teleservices ltd offers its products and services to customers across
India under the name of "Tata Indicom". Tata teleservices limited is
India’s leading private basic service operator.

TELEMATIC ENGINEERS (P) LTD.

Established in 1993, the TEPL network spans across the central western
India, with service and distribution centres of its own. Since its
establishment, TEPL has been foremost in bringing global technology to
the Indian market.

TOUCHTEL
A Bharti group company offering landline, dsl in metros

VIDESH SANCHAR NIGAM LIMITED

VSNL incorporated on April 1, 1986 under the Indian Companies Act,

1956 to take over the activities of the erstwhile overseas communication
services (OCS). The company operates a network of earth stations,
switches, submarine cable systems, and value added service nodes to
provide a range of basic and value added services.

VODAFONE ESSAR

12
Vodafone essar in India is a subsidiary of Vodafone group plc and
commenced operations in 1994 when its predecessor Hutchison telecom
acquired the cellular license for Mumbai. Vodafone essar now has
operations in 16 circles covering 86% of India’s mobile customer base,
with over 34.1 million customers.

YOUR BILL BUDDY

Your bill buddy.com is your one-stop solution for finding the best mobile
plan in market for yourself. Also you can send free sms to your friends.

13
 ABOUT DOT:

DOT stands for department of telecom. It was started in the year 1992-
93.The department is presently headed by Prof M.N. Srirangaraju, who is
supported by a team of qualified & dedicated staff members.

On the forefront of development & with the advent of technological

revolution & quantum development in the field of electronics &
communication due to myriad complexities of the e-world it was
inevitable for the evolution of another field to make a distinct identity of
its own. Thus the ball of development was set into motion & the
telecommunication field gradually assumed a role of pre-eminence which
is shared by few other engineering disciplines in the modern world.

The Department established in the year 1992 emphasized in providing

quality education with the practical aspects of learning given ample
importance .The department encourages tech-savvy Projects which Whet
the students appetite for technical exploration.

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 TRAI:

TRAI stands for Telecom Regulatory Authority of India. TRAI was

established in the year 1997 in pursuance of TRAI (Ordinance) 1997
which was later replaced by an act of parliament to regulate the
telecommunication services. Some of the major recommendatory,
regulatory & tariff setting.

FUNCTIONS OF TRAI

Functions of TRAI are to make recommendations on the need & timing for
introduction of new service provider ensure compliance of terms &
conditions of license, effective management of spectrum, lay down the
standards of quality of service to be provided by the service providers &
ensure the quality of service & conduct the periodical survey of such
service provided by the service providers so as to protect interest of the
Consumers of telecommunication service, ensure effective compliance of
universal service obligations notify the rates at which telecommunication
services in India shall be provided under this act etc.

Recently in exercise of powers conferred by Provision(K) (1) of Section 2

of the TRAI Act, the Central Government, Vide Notification no S0 44(E)
dated 9th January 2004, has notified Broadcasting & Cable services to be
telecommunication service.

12

15
 RECONSTITUTION:

I (Amendment) Act, 2000 had led to reconstitution of the authority. It

consists of one Chairperson, two full-time members & two part-time
Members.

The present composition of the authority is as follows:

SHRI. NRIPENDRA MISRA

CHAIRPERSON

SHRI A.K. SAWHNEY

MEMBER

SHRI R.N. PRABHAKAR

MEMBER
PROF N. BALAKRISHNAN
PART-TIME MEMBER

DR RAJIV KUMAR
PART-TIME MEMBER

16
SOM E IM PORTAN T & INT ERE STING FACTS AB OUT
V ODAF ONE :

Vodafone is the third largest company in this country by market

capitalization. This is remarkable because Vodafone is a relatively new
company. Most of the other companies in the FTSE 100

(largest 100 companies in the UK) have been around considerably longer.

Most people in this country instantly recognize the Vodafone logo and
know what the company does. Vodafone supplies customers with mobile
telephone facilities including text, games, music, mobile TV, and internet
services. In 2005 Vodafone had around 16 million UK customers,
employed over 11,500 people across call centres, offices and retail shops.

The NAS is less well-known. It is a national charity working with

children, adults, and families affected by autism, and those professionals
who work alongside them. Autism is a complex life long developmental
disability affecting an increasing number of children in the UK. The term
autism covers a wide range of behavioral and communication difficulties.
For example people with autism find everyday social interaction very
difficult.

Their ability to develop friendships is generally limited as is their

capacity to understand other people's emotional expression. People with
autism can often have accompanying learning disabilities but everyone
with the condition shares a difficulty in making sense of the world.

The NAS champions the interests of people with autism and provides
services appropriate to their needs. Around 535,000 people in the UK

17
have autistic spectrum disorders and 2 million parents, carers and friends
are affected. Understanding of the condition remains limited.

HISTORY OF VODAFONE :

Vodafone is the world's leading international mobile communications

company. Currently it has operations in 25 countries across 5 continents
and 40 partner networks with over 260 million customers worldwide.

DURING 1980’S

Vodafone made the UK's first mobile call at a few minutes past midnight
on 1st January 1985. Within fifteen years, the network was the largest
company in Europe and the largest of its kind anywhere in the world. By
the turn of the century, almost every second UK citizen had a mobile –
and a third of them were connected to Vodafone.

The Vodafone story is one of investment, innovation and award-winning

customer service. Above all, it’s one of growth and the ability to deliver
the tremendous benefits of mobile communications, not just in the UK but
worldwide.

1982
• The Racal electronics group wins its bid for the private sector UK
cellular license. It sets up the Racal telecoms division and names the new
network ‘Vodafone’ to reflect the provision of voice and data services
over mobile phones. Based in Newbury, the company has less than 50
employees, all in one building.

18
 15

1985
• The Vodafone analogue network is the first cellular network to launch
in the UK, and the first call is made from St Katherine’s dock in London
to Newbury on 1 January 1985.

1987
• Vodafone is recognized as the largest mobile network in the world.

• Vodata is created as the ‘voice and data’ business to develop and

market Vodafone recall, the voicemail service.

• Vodapage is launched, providing a paging network that covers 80% of

the UK population.

1988
• Racal telecomm plc floats on the London and New York stock
exchanges.

1989
• Paknet is formed as a joint venture between Racal telecom and cable &
wireless

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 VODAFONE DURING 1990’S:

1991
• Racal and Vodafone demerge. And the Vodafone group is listed as an
independent company on the London and New York stock exchanges.

• Vodafone and telecom Finland make the world’s first international

roaming call.

• Vodafone launches its digital (GSM) mobile phone service – the first in
the UK.

1992
• Vodafone and telecom Finland sign the world's first international GSM
roaming agreement.

1993
• Vodafone group international is formed to acquire licenses and
supervise overseas interests.

• Vodafone opens its first high street store.

1994
• Vodata is the first network operator in the UK to launch data, fax and
sms services over the digital network.

• Vodafone joins the global star consortium to develop and launch a low
earth orbiting satellite mobile phone service.

1996
• Vodafone is the first network operator in the UK to launch a pre-pay
analogue package.

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• Per second billing on the digital network is introduced, as well as
options to buy ‘bundled’ minutes and make off-peak local calls to
landlines.

1997
• Chris gent succeeds Sir Gerald Whent as chief executive officer of
Vodafone group plc.

1999
• Vodafone air touch plc is created as a result of a successful merger
between Vodafone group plc and air touch communications Inc.

• On 5 January Vodafone connects the five million customers in the UK.

VODAFONE DURING 2000’S:

2000

• The acquisition of Mannesmann Ag almost doubles the size of the

Vodafone group making it the largest mobile telecommunications
company and one of the top ten companies, by market capitalization, in
the world.

• Vizzavi is launched, a 50/50 joint venture between Vodafone air touch

and vivendinet to deliver a multi-access branded internet portal for
Europe.

• Vodafone acquires the largest available 3g license in the UK. In parallel

with the development of 3g, Vodafone announces its intention to offer
GPRS (general packet radio service) to UK corporate customers.

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• The global star satellite communications service is launched in the UK.

2001

• Vodafone introduces instant messaging to its networks.

• Vodafone makes the world’s first 3g roaming call between Spain and
Japan.

2002

• Vodafone trials its global mobile payment system in the UK Italy and
Germany.

• Vodafone launches the first commercial European GPRS roaming

service.

• The Vodafone group foundation is launched. The group and its

subsidiaries plan to contribute £20 million to community programmes,
guided by the group social investment policy.

• Vodafone launches Vodafone live! & mobile office, two new consumer
and business propositions.

• Arun Sarin is selected to succeed Sir Christopher Gent as Chief

Executive of Vodafone group plc.

2003

• Vodafone live! attracts 1 million customers in its first six months.

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• Orange, telefonica moviles, t-mobile, and Vodafone form a new
association to drive interoperable mobile payments.

2004

• Vodafone launches its first 3g service in Europe with the vodafone

mobile connect 3g/gprs data card.

• Vodafone live! With 3g is launched in 13 markets.

2005

• Vodafone simply is launched, giving customers new, easy-to-use voice

and text services.

• Vodafone introduces passport, a new voice roaming price plan.

2006

• The number of Vodafone live! Customers with 3g reach 10 million.

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 MAN AGEME NT OF V ODAF ON E

NE W CEO OF V ODAFONE :

VODAFONE ANNOUNCES NEW CHIEF EXECUTIVE

Vodafone group plc today announces that, after five years in the role,
Arun Sarin will be retiring as chief executive at the end of the company’s
AGM on 29th July 2008. He will be succeeded by deputy chief executive
Vittorio Colao.

Arun Sarin became chief executive in July 2003 and over the last five
years has led the company through a period of significant change, both
strategic and organizational. Under his leadership Vodafone has
developed and implemented a new strategy to become a total
communications company, which is already delivering results. As part of
its strategy Vodafone has also expanded into emerging markets including
Romania, Czech Republic, Turkey, and most recently, India where Arun
Sarin led the acquisition of Hutchison essar, which is the largest foreign
investment made in the country.

In portfolio management, during this time the company also disposed of

its businesses in Japan and Sweden, together with interests in Switzerland
and Belgium. In Europe the new strategy has delivered innovative
products, improved revenue and significant cost reduction.

Organizationally the company has been structured to take advantage of its

significant global footprint by becoming an integrated business with a
clear distinction between global and local activities.

During his time as chief executive the company has also grown its
proportionate customer base from 120 million to more than 260 million

24
globally and over this period Vodafone has consistently delivered strong
results. Returns to shareholders over this period have also been very
positive with dividends increasing from 1.69p to 7.51p, an increase of
more than 400%. He has also built a new senior management team and
taken the lead on major industry issues, including mobile broadband and
internet services.

COMMENTING, CHAIRMAN SIR JOHN BOND SAID:

“Arun has done a tremendous job as chief executive. He has led the
company with distinction and navigated Vodafone through a period of
rapid change. He has developed a new strategy for the business and
significantly expanded our footprint in emerging markets. The acquisition
in India was very well timed and executed. The board has a great deal to
thank him for and i would like personally to thank him for all he has done
for the business and wish him and his family all the best for the future.
In Vittorio Colao we have a fine

successor and I am looking forward to working with him in his new

role.”

25
 ARUN SARIN SAID:

“It has been a privilege to lead Vodafone for the last five years and to
have been involved in the company for such a long time. I feel that I have
accomplished what i set out to achieve, particularly in developing and
implementing a new strategy. I am very proud of what Vodafone and its
71,000 people have achieved and the good momentum we have in the
marketplace. I know that the business is in capable hands with Vittorio
Colao. Having worked with him for many years I know that he has the
experience and vision to take Vodafone on to future success.”

Vodafone group plc also announced today that non executive directors
Michael Boskin and Jurgen Schrempp will not be seeking re-election at
the AGM. Michael Boskin joined the Vodafone board in 1999 on
Vodafone’s merger with air touch communications inc, having served for
a number of years previously on the air touch board. Jürgen Schrempp
became a director of Vodafone in 2000 when Vodafone completed its
acquisition of Mannesmann, having been a member of Mannesmann’s
supervisory board before then.

Sir John bond said: “I would like to thank Michael and Jürgen for their
contributions and for the different and important perspectives each has
brought to our board. Both have served with distinction and i am very
grateful for their tireless work on our board committees, especially
Michael’s chairmanship of the audit.

Committee. Jürgen has, at one time or another, been a member of each of

our principal board committees. We wish them both well in the future.”

26
 ARUN SARIN

Arun Sarin, aged 53, graduated from the Indian institute of technology
with a BS in engineering in 1975. In 1978 he gained a MS in engineering
and a MBA from the University of California, at Berkeley.

He started his career as a management consultant before moving, in 1984,

to pacific Telesis group in San Francisco. Commencing in corporate
development, he was instrumental in the company acquiring the first
cellular licenses in the us as well as winning the first cellular license in
Germany and a PCN license in the uk. He was subsequently appointed
CFO and chief strategy officer at pacific bell, before moving on to
become vice president and general manager, San Francisco bay area
telephone company, a pacific bell division with 12,000 employees.

Following the demerger from pacific Telesis of the mobile and paging
businesses to form air touch communications, Arun was appointed senior
vice president corporate strategy and development where he developed
and implemented a growth strategy encompassing partnerships and
acquisitions, which included the merger with us west’s wireless business.

On becoming president and CEO, air touch international, Arun was

responsible for the acquisition of wireless licenses in several overseas
territories and establishing the management teams of these new ventures.

He then became president of air touch communications where he was

responsible for managing the cellular and paging operations in 14
countries and was a key negotiator in the successful merger of air touch
with Vodafone group plc. Within the combined business, Vodafone air
touch plc, he was appointed CEO US/Asia pacific region, managing the
group’s operations in the US, Asia and Australasia. In addition, he
headed the global mobile internet division, responsible for the
introduction of wireless internet services.

27
In 2000, with the successful merger of Vodafone air touch’s us businesses
with those of bell Atlantic and GTE to form VERIZON wireless, arun,
whilst maintaining a non-executive directorship of Vodafone air touch
plc, became CEO of info space, a provider of mobile internet content and
directory services.

In 2001 he joined ACCEL-KKR telecom; a telecom investment and

management business, where he evaluated numerous opportunities in the
telecommunications industry around the world and oversaw the
acquisition of bell Canada’s yellow pages business.

In April 2003 he became CEO designate of Vodafone group plc and

assumed the post of chief executive on July 30th 2003.

Prior to becoming chief executive, Arun had been a non-executive

director of the GAP Inc, the Charles Schwab Corporation and Cisco
systems inc. In July 2005, he was appointed to the court of directors at
the bank of England.

Vittorio Colao

Vittorio Colao, aged 46, was appointed chief executive, Europe and
deputy group chief executive of Vodafone group plc in October 2006.

Vittorio holds a business degree cum laude from Bocconi university and
an MBA with honors from the Harvard business school.

Between 2004 and 2006 he was chief executive officer of RCS media
group in Milan, a leading media group, publishing newspapers, magazines
and books in Italy, Spain, and France.

28
Prior to that, Vittorio held the post of regional CEO, south Europe,
Middle East and Africa, of Vodafone group plc, and he was an executive
director on the main board. Before the Vodafone acquisition, Vittorio was
COO and CEO of Omnitel Pronto Italia, now vodafone Italy.

Vittorio spent the early part of his career (1996-98 and 1991-96) at
Mckinsey & co, where he was a partner in the Milan office, working on
media, telecommunications and industrial goods. He headed the finance
practice, and was responsible for the office recruiting of consultants.

Vittorio worked in 1989/1990 for Morgan Stanley investment bank

division, in London, and Mondadori, the Italian publisher.Vittorio has
been a non-executive director and member of the remuneration committee
of Ras insurance, then listed on the Milan stock exchange (now merged
with allianz se), and was previously a non-executive director and
chairman of the remuneration committee of Finmeccanica,

29
 C HAPT ER IV

PR ODUC TS & SERVICES OFFE RED BY VODA FONE :

PRODUCTS CATEGORY:

1.CHARGERS:

Stay connected wherever you are with the nokia travel charger. It's handy
when you're camping, flying or on the go. It's also ideal if you forget to
keep your phone fully charged.

With most nokia phones now packing cameras, organizers and email, this
nifty gadget will come in handy for more than just

talking. And because it's small, you can pack it in your bag and forget
about it - until you run out of juice.

30
2.CONNECTIVITY:

Get a great signal at home - without leaning out of the window - thanks
to the Vodafone access gateway.

The gateway simply plugs into your broadband line, boosting your 3g
signal right through your home. It's also small, so you'll hardly notice it's
there. Want to share your signal with friends and family?

If they're on Vodafone you can - up to four people can use the gateway at
once.

Vodafone access gateway works with any 3g phone. You'll also need a
home broadband line, with a minimum speed of 1mbps.

The Vodafone access gateway is also available from just 290 RS a month
with select pay monthly offers; please pop into a store for more
information.

31
3.HEADSETS & HEADPHONES:

Get a great signal at home - without leaning out of the window - thanks
to the Vodafone access gateway.

The gateway simply plugs into your broadband line, boosting your 3g
signal right through your home. It's also small, so you'll hardly notice it's
there. Want to share your signal with friends and family?

If they're on Vodafone you can - up to four people can use the gateway at
once.

Vodafone access gateway works with any 3g phone. You'll also need a
home broadband line, with a minimum speed of 1mbps.

The Vodafone access gateway is also available from just 290 a month
with select pay monthly offers; please pop into a store for more
information.

32
4.FLEX ARM CRADLE:

Talk in your car - while your hands stay firmly on the wheel. The
Vodafone car cradle is designed for any handset. Just attach the

suction cap to your windscreen, or clip the cradle to your air - vent. No
mess. No tools. No hassle.

Once the cradle's attached, twist the bendy arm for the perfect position.
It's as easy as that. Simple and safe, the must-have accessory is, at just
567 RS, very affordable too.

33
5.MEMORY CARDS:

When you need to pack even more into your phone, choose the sandisk 4
GB micro sd memory card. It has the same dimensions as the 2 GB card,
but lets you carry loads more tunes and photos.

With space for up to 1,000 tracks, there's enough room in this tiny device
for all your favourites. You can also store, view or transfer photos and
video clips - safely and easily.

Slim, powerful and ultra compatible, the 4 GB micro sd memory card is

the ideal companion for your phone.

34
 S ERVICES :

Vodafone’s new telecoms management service - simplifying the

management of fixed and mobile telecoms services.

Vodafone Global Enterprise- – The division of Vodafone which manages

the communications needs of the largest multinational companies
worldwide – announces the launch of Vodafone telecoms management, a
new service which combines and simplifies the management of fixed and
mobile telecoms.

Vodafone telecoms management is a fully hosted service designed to

remove the operational complexity of managing the telecoms environment
for multinational businesses.

Underpinned by Vodafone’s global support and service level agreements,

the service will give multinationals greater visibility and management
control over their telecoms expenditure, as well as improve the quality of
service delivered to employees.

The offering will also deliver a single, online management view of both
their fixed and mobile telecoms services. Vodafone consultants will work
with customers to assess and scope their current telecoms vendors and
services, then develop a management plan aimed to deliver greater
efficiency and reduce costs.

35
 ADDITIONAL KEY FEATURES INCLUDE:

• A single online view of spend across all telecoms providers

• Full visibility of telecoms assets such as mobile and fixed devices
• Ability to control and manage mobile devices
• Capability to secure, lock and remotely wipe mobile devices
• Visibility of telecoms vendor contracts and the current contract
status

The online management portal is tailored to each organization to ensure

that it interfaces with their existing company processes. For example, the
service provides an employee self-service portal, enabling employees to
order new mobile devices and update their profiles. The process of
ordering a device and the type of device that an employee is allowed to
order will be in line with each company’s set approval guidelines,
policies and work flows.

“In this tough economic environment our customers are urgently seeking
ways to reduce cost and simplify their processes,” said Nick Jeffery,
director, Vodafone global enterprise. “Very few global organizations
have a complete and accurate view of their fixed and mobile telecoms
landscape. Our telecoms management service has been developed in direct
response to this need.”

INTERNET:

36
 MOBILE BROADBAND:

MOBILE BROADBAND VIA YOUR PHONE

Feel the freedom. Use the internet your way – with full access to VOIP
services like SKYPE™, and peer to peer services like file sharing.

With mobile broadband via your phone, you get a whopping 5 GB each
month. Simply use your phone as normal – and if you have a 3g phone,
connect it to your laptop to turn your phone into a broadband modem.

Before you get started, you might need to make a few changes to your
phone’s settings – your user manual will have all the details.

Add mobile broadband via your phone – for £20 a month

• 5gb a month – ideal for big downloads

• VOIP and peer to peer services – get full access to SKYPE™, file
sharing and lots more
• One plan for everything – you don’t need a separate USB modem
device. Just use your phone instead

HOMEBROADBAND:

37
Vodafone home broadband gives you high-speed internet access and
inclusive anytime landline calls for just 812 RS a month.

With no hidden catches, our customers say its better value than their
previous home broadband package.

• Super fast broadband connection (up to 8mb) with unlimited usage

• Inclusive calls to UK landlines any time
• 25% off calls to UK mobiles
• Free UK-based telephone support 24/7
• Broadband modem and micro filters included

All for just 812 Rs per month.

We’re so confident Vodafone at home is better value for money than your
current broadband package, we’ll give you a 30-day money back
guarantee. Call us to find out more.

Costs shown include vat at 17.5%. Don't worry; you'll only be charged
vat at 15% - while that rate remains.

PRICING STRATEGIES :

38
A: MONTHLY PRICE PLANS

B: PAY AS YOU DO PLANS

C: CALL CHARGES WHILE GOING ABROAD

D: PAY MONTHLY CALL CHARGES

E: BUSINESS CALL CHARGES

MARKET SHARE OF MOBILE OPERATORS IN INDIA:2002-

2008

39
V ODAF ONE T OP ’S THE LIST IN T HIS CATE GORY

40
AB OUT T HE M OS T POPULAR V ODAF ON E ZOO-
Z OOS:

SOME INTERESTING FACTS ABOUT ZOOZOOS:

On first look, these “Zoo Zoos” in Vodafone TV ads may resemble

animated cartoon characters with an alien look or simply a stupid egg-
head character with disproportional white bodies and black dots for eyes
and mouth.
But the interesting part is that Zoo Zoos are not animated characters but
are actually slim women actors from local Mumbai theatres, dressed in
white costumes that are stuffed with foam to portray the characters.

These characters are named Zoo Zoos, and are created by O&M. These
ads were directed by Prakash Varma and were launched during the
ongoing IPL 2 series.

41
They are human beings who were made to wear body suits. “the design of
the characters is such that one gets fooled into thinking it is animation,”
shrugs Rao, which was indeed the very illusion that had to be created. “in
a sense, it is ‘live’ animation!” He quips, referring to the fact that it was
all shot live.

To create large heads they used a material called Perspex, which was
again stuffed with foam. Also, they casted only women and children to
play the zoo zoos so that the thin hands and legs made the heads look
even bigger.

42
 SPONS OR SHIP

VODAFONE’S PARTNERSHIP WITH MCLAREN MERCEDES

SERIES:

As title sponsor and official mobile partner of the ‘Vodafone Mclaren

Mercedes’ team, Vodafone is raising its association with Formula 1 to the
ultimate level. We have committed to a long-term agreement, starting in
2007.

The sponsorship demonstrates Vodafone’s ongoing commitment to the

Formula 1 world championship, a sport which continues to deliver
massive global television coverage and which has significant appeal for
Vodafone’s consumer and business customers around the world.

The title sponsorship including the team name ‘Vodafone Mclaren

Mercedes’ and ‘official mobile partner’ of the team gives Vodafone;
dominant title sponsorship branding on the cars, drivers' and pit crews'
overalls and helmets.

As we enter into this exciting new partnership the associative rights

acquired provide unique opportunities that will continue to raise brand
awareness through the team name and branding. The team partnership
delivers a powerful integrated marketing platform through advertising,
hospitality, mobile content, handset offers and promotions and through
innovative activation will encourage preference and loyalty amongst
Vodafone’s customers.

43
 VODAFONE WITH UEFA CHAMPIONS LEAGUE:

Vodafone is in its second season as official partner and official mobile

network of the UEFA Champions’ League, the world's largest annual
football competition.

Vodafone is delighted to be at the forefront of Europe’s premier club

competition. After the successes of last season's UEFA champions league
sponsorship and the agreements announced in April to sponsor the UEFA
cup final and UEFA super cup, Vodafone is looking forward to
strengthening its position as a brand passionate about the beautiful game.

The UEFA champions’ league is the world's greatest club football

competition. During nine months of every year, Europe’s top 32 clubs
battle it out for the trophy that proves they're the best of the best. It's a
sponsorship that delivers considerable value to Vodafone and is highly
relevant to most of the Vodafone operating companies.

Football is the most popular sport in the world. Huge numbers of

Vodafone customers are passionate about football - and sponsorships help
to convert this passion into a business relationship.

The partnership enables Vodafone to deliver content including video

highlights packages and goal alerts from all UEFA champions league
matches to football fans on the Vodafone live! With 3g consumer service.

44
VODAFONE TIE-UP WITH RADIO CHANNEL FEVER 104:

Vodafone tied up with Radio channel FEVER 104 wherein the channel
provides with cash prizes of upto 1 lakh or more which is another
promotion strategy adopted by Vodafone which was a success.

VODAFONE SPONSOR OF ENGLAND CRICKET TEAM:

As our sponsorship of the England cricket team comes to a close, we’ve

got an impressive line up to celebrate the 12th and final year of the
partnership. This summer England will once again embark on the quest
for victory in the ultimate test of any England cricketer as they take on
Australia in the Npower ashes series; and as a Vodafone customer, you
can be with us the whole way.

VO D A F O N E S O U N D B I T E S

Vodafone sound bites explore every aspect of the global music scene.
Featuring international artists’ interviews at gigs and festivals, bands’
fantasy group line-ups, pre-show rituals and performers describing their
first time on stage, the programme brings an authentic behind the scenes
insight into the world of music.

Vodafone sound bites is available on tv, via a website ( www.mtv-

vodafonesoundbites.com) and on mobile (wap.mtv-
vodafonesoundbites.com) as a series of twenty one, three minute shows.
The website and mobile service carry additional footage, as well as
editorial and news elements.

45
Uniquely the programme is available in seven languages on MTV in
Germany, Hungary, the Netherlands, Portugal, Romania, Spain, Turkey,
the UK and Ireland, Australia, New Zealand and on the mtv European
feed, covering sixteen countries!

46
EF FORTS TAKEN T O BOOS T SA LES BY V ODAF ONE
(THE ZOO ZOO SER IE S):

Vodafone’s new series of advertisements feature lovable white, large-

headed creatures that have attracted more than 28,500 fans on face book.
“They are so cute,” “they remind me of Casper who was my favourite
cartoon.”

But for all those who think the zoo zoos are animated, here’s the shocker:
they are real people in costume.

Rajiv Rao, Executive Creative Director (South Asia) of Ogilvy & Mather,
the agency that handles Vodafone advertisements, said: “we wanted to
make real people look as animated as possible.”

Bangalore-based nirvana films shot the ads in Cape Town, South Africa,
just in time for IPL. Said Prakash Verma, nirvana’s owner

47
and director of the zoozoo campaign: “our actors were small-bodied, thin
women covered in layers of white fabric. Each facial expression was
made of rubber and pasted on the actors.”

In about 10 days, O&M completed the campaign shooting two-three films

a day, each selling a product or a service offered by Vodafone. A dozen
more films are expected as the league progresses.

The characters, which look like distant cousins of the Pillsbury dough
boy, were enacted by professional ballet artists in white body suits.
“What makes them so endearing is that they are innocent people living in
a simple world unlike ours, who laugh loud when they laugh. And who
seem to be in an in-between world of animation and reality,” said Mr.
Rajiv Rao, executive creative director, O&M.

A film shot at 20 frames per second made the zoo zoo’s movements
hurried and comical. Of the 29 different zoo zoo ads created for the IPL,
there will be a new one everyday.

48
 CUSTOMER RELATIONSHIP MANAGEMENT

VODAFONE LAUNCHES PHONES FOR THE POOR

From now onwards millions of people all through the world could access
mobile phones for the first time with the release of Vodafone’s first
ultra-cheap own-branded phones. It is said by the company that these
phones are cheap enough for poor people to have. Plus the Vodafone 125
and 225, released recently, are aimed at expanding the availability of
affordable mobile phones in increasing markets.

The mobile phones have been produced for Vodafone by Chinese

manufacturer ZTE Corporation - the first handsets resulting from an
agreement between the two companies announced in December. They will
come into view first on Vodafone networks in Egypt, Romania and South
Africa. The Vodafone 125 and 225 are reported to be consisting with a
similar set of basic features, although the 125 has a monochrome display
whereas the 225’s display is colour.

Vodafone is also planning to open access to mobile services for more

people in countries where mobile networks are the most viable and cost-
effective communications service available. The phones are said to be
coming with the price tag of around 1200-2500.

49
INTRODUCTION OF I PHONE 1 OF THE BIGGEST EVENT
IN THE HISTORY OF INDIAN TELECOM:

“We are delighted to announce that the iphone 3g will be available in

India from august 22, 2008. It will be available in 8gb & 16gb models,
priced at Rs 31,000 and Rs 36,100 respectively. ”

And this is just the cost of apple hardware - you will have to pay extra
for data and voice plans. Airtel will also introduce iphone on the same
date but I don’t think if an iphone 3g is worth that kind of money.

50
Now that Vodafone officially announced the price of iphone, a local rep.
Shared details about the different tariff plans available for Vodafone
customers of iphone in India.

Unlike blackberry, Vodafone offers no "unlimited data" plan for iphone

users. That means if you exhaust your monthly data usage limit, be
prepared to shell out an extra Rs 5 per mb of data exchanged.

The monthly rent for iphone will range from Rs 500 to Rs 1000 depending
on your internet requirements. The lower plan will provide you with 50
mb of free data usage while the upper 1000 plan provides 600 mb of data
usage.

The above plans are for customers with a postpaid connection.

If you want to go for a prepaid iphone connection, there’s a iphone data

card available for a monthly rent of Rs 100 but without any free data
usage.

The sms and local / std call charges on iphone will more or less be the
same as existing tariffs offered by Vodafone.

Let’s do some maths. If you are heavy web user, the overall cost would
work something like this - Rs 36000 (for handset) + Rs 12000 (yearly
rent) + call charges + extra data charges + taxes.

Contrast that with a blackberry curve from airtel - Rs 23000 (for headset)
+ Rs 6000 (yearly rent with unlimited data) + call charges + taxes.

51
VODAFONE’S TIE-UP WITH B.E.S.T & RAILWAY’S:

As a part of the customer relationship management Vodafone came out

with a unique plan of providing its customers with utmost ease of paying
their bills on the railway platforms & in the buses. The customers were
have to visit the respective centre’s of their area to pay the bills which
was time consuming & required some effort. Because of the initiative
taken by Vodafone postpaid customers are very much relaxed that they do
not have to visit the respective centre’s to make the payment.

52
COMPARISN BETWEEN VODAFONE & LOOP MOBILE

L OOP M OB IL E:

Loop mobile strives for customer satisfaction and business success in the
telecom service field. Apart from offering prepaid, post-paid, roaming,
voice sms and push mail services in the wireless industry, this mobile
service company also provides other values-added services. The
communications service company gives an itemized bill, which a detailed
bill is accounting the outgoing calls, sms, subscribed services and other
such details.

The customer of the mobile service company also gets missed call alerts
through sms alerts, when the phone is switched off or is out of the
coverage area/range. Mobile answer phone service or voice mail service
is available for customers not able to attend calls, and if activated allows
the caller to record his/her message. Call conferencing is also offered by
bpl communication, which a conference between two or more persons.

Other services such as clip, which identifies the caller; popular roaming,
which allows special roaming without any deposit in India and STD/ISD
facility to make national/international calls are provided by the mobile
service company. Emergency STD/ISD services, which provide access to
STD/ISD calling without any deposits for 20 minutes, clir to secure the
customers’ numbers from being reflected on caller’s mobile and fax/data
and internet options are also the other value-added services offered by
the communications service company. BPL communication offers national
roaming that allows the customers to get incoming calls

53
while traveling in India and international roaming to get incoming calls
while traveling outside India.

Offers post-paid, prepaid, roaming, voice sms and push mail services.
The post-paid service offered by the mobile service company has several
plans to attract customers. These plans include PAISA VASOOL on BPL
mobile at reduced call rates, sms and mms, talk more with BPL mobile,
which is a group plan for the family and friends at reduced call rates,
national family and friends, which offers 60 per cent discount on std
airtime for calls to any one mobile number and night plan.

Under the prepaid scheme, the communications service company offers

MOTS RCC 399 with outgoing calls free on BPL and zone advantage,
which allows the customer to pick any of the 15 zones, like home, office,
college and so on, in order to enjoy some special privileges of calling and
sending sms. The night pack allows customer to make calls at minimum
rates and the sms bundle pack is offered by BPL communication at very
low rates. Roaming with MOTS allows one to subscribe for national and
international roaming.

E-mails may be unanswered in the inbox and in the present competitive

world, quick decision are highly essential. The push mail offered by the
mobile service company allows one to access mails even while traveling.
The push mail supports Microsoft exchange, lotus notes, SMTP and
imap/pop3 servers.

54
 PROBLEMS FACED BY LOOP CUSTOMERS:

BILLING PROBLEMS:

I have 2 mobile numbers from bpl mobile. I have given auto pay from my
credit card so as to there is no delay in bill payment. This was working
fine till November 06. Since December every time bpl comes back saying
that my bank declines the payment i had check with my bank they are
saying that my card is in active mode has large limit than bpl mobiles bill
still bpl disconnects my connection. This has happened 5-6 times. I have
a confirmation from my bank that there is no problem in my card. I have
written to bpl at least 10times but none of their senior level people
looked in this I am suffering even monetary losses due to this &
frustration. It feels like they want to harass you. I have very clean record
of bill payment & not even a late payment as I have always kept my bill
payment on auto pay. I have submitted this auto pay to their Malad
gallery but I don’t know why their operations dept or customer care dept
are not able to solve this. My sincere request to all new mobile
connection buyers to read through my complaint.

BY AJAY PATANKAR

55
REDUCING BALANCE WITHOUT ANY CONFIRMATION:

I was in Germany for about two months during which barring one or two
numbers no one could reach me despite activating international

roaming on my cell. This caused a lot of inconvenience and I had to pay

additional money to make phone-calls.

But then on 9th November suddenly my balance went off from Rs. 2,500
to a negative balance after sending and receiving one sms. I logged a
complaint on the online system for which i receive two apparently unique
complaint numbers doc-c-11117465 and doc-c-111121812 which itself
speaks a lot about the complaint management system.

After returning when I called the absolutely useless help desk and
explained the situation to several executives over and over again, they
finally gave me the two numbers on which apparently i had spoken. I
tried both these numbers here locally from my land line- one number is
out of service and the other is a fax line. First of all i could not receive
any calls while i was in Germany and then these numbers that were given
by the help desk are not even functional numbers.

I am really annoyed now and its getting worse cause today I have had
another debit of Rs. 99 for activating an inactive international roaming.

BY D RANADE

56
 BAD SERVICE:

I am prepaid subscriber , I had given my documents 3 days back , after

that they send me a message your request could not proceeded please call
mobile assist 0n 555, after that last night they

suspended my both prepaid line , when i visit Mahim gallery they said
signature is not there on application form , I signed on application & they
promise me that my line will be activated within an hour but still it is
suspended so please i request do not use BPL mobile. Now i have already
taken airtel card & i am not going to use bpl anymore. Airtel &

Vodafone is best.

COMMENT BY SHAILESH PATIL

57
 PROBLEMS FACED BY VODAFONE CUSTOMERS:

Anyone experiencing problems with Vodafone today, no sms and cannot

receive any calls, cannot get through to CS.

Chris

No problems in derby. Could be a local problem.

FUTU RE OF V ODAF ON E:

VODAFONE SUGGESTS FUTURE ANDROID PHONE:

Vodafone have confirmed that their currently looking at developing more

android phones to complement their new HTC magic handset, and that
some future android devices could appear without google.

In an interview with techradar.com, Vodafone’s Rachel Williams revealed

that whilst the HTC magic arise bundled with all the well-known google
services future android handsets may feature a basic package allowing
networks to integrate their own clients’ software instead.

Williams also went onto confirm that more Vodafone android phones were
likely in the future, “we are looking at other android devices by joining
the open handset alliance it shows our commitment (to ranging other
devices using Androids)”.

58
VODAFONE APPLICATION STORE COMING SOON:

Vodafone on May 12TH 2009 announced plans to open their own

application stores for third party application that will be made available
across a wide variety of mobile platforms

VODAFONE COMPLETES HUTCH ACQUISITION:

On day when Indian conglomerate Essar threatened legal action against

Hutch-Essar deal Vodafone’s CEO Arun Sarin met Communications & IT
Minister Dayanidhi Maran & briefed him on the company’s future plans
for India.

The British telecom major won the bid to acquire the stake of Hutchison
Telecom in India’s fourth largest mobile operator Hutch – Essar.

Essar sources said the company is considering legal action over the deal
on account of it being ignored in taking key business decisions.Essar is
concerned over Vodafone’s move to forge ahead with plans like networks
sharing without consulting it first.

“This is
just the beginning Maran told PTI about the Hutch-Vodafone deal. India’s
telecom growth story is really interesting. Once the tele-density crosses
25 per cent, the growth curve will become even steeper.

Maran hoped that the number of mobile users in India which is currently
150 million would touch 250 million by end of 2007 & 500 million mark
in the next 3 years.

59
CONCLUSION:

Vodafone with the help of its correct marketing strategy & quality
products & services at an affordable price is one of the world’s leading
telecom companies with the customer base of over 250 million & the
future plans & policies of Vodafone will help the company to achieve its
target of adding 500 million by the end of 2010.

60
 BIBLIOGRAPHY:

SOURCES OF INFORMATION:

INTERNET & NEWSPAPERS

I INTERNET:

WWW.GOOGLE.COM
WWW.VODAFONE.CO.UK
WWW.BUSINESS-STANDARD.COM
WWW.WIKIPEDIA.COM

II NEWSPAPERS:

BUSINESS STANDARD

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