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16. Bharti Cellular

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VoicenData Bureau
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Factsheet

CEO: Sanjay Kapoor



Year of Start-up: 1995


Area of Operation: Cellular Service


Address: D-184 Okhla Industrial Area Ph. I


Tel.: 9810098100


Fax: 681 0041


Web: www.airtelworld.com  




SWOT

STRENGTH
  • Backed by strongest telecom services group in India

WEAKNESS

  • Focusing on brand marketing, not awareness campaign, in a yet-to-mature market

OPPORTUNITY

  • The nascent wireless content based application market

THREAT

  • The fourth operator 

India’s largest private communication service provider, across all types of

licensed communication services, Bharti Cellular Ltd, slipped to the 16th

position despite a 33.1 percent growth in gross revenue. All thanks to the

impressive growth recorded by most carrier infrastructure companies.

Bharti Cellular recorded a gross billed revenue of Rs 471.48 crore, out of

which an estimated Rs 388 crore was its net revenue, after the service tax and

the pass throughs (on account of roaming and BSNL/MTNL access charges). The

subscriber base of the company grew by an impressive 78 percent to reach 3.28

lakhs by March 2001 (the highest in the country). It was an eventful year

otherwise, too. While the fanfare introduction of WAP services received a

disappointing response, SMS usage grew by more than 100 percent. Bharti Cellular

also launched massive advertising campaigns - it aired the AirTel (the brand

common to its services in all circles and Delhi) campaign on primetime

television slots. Though the quality of service came under some strain due to

increased subscriber loading, AirTel managed to keep it at a satisfactory level.

Customer service, however, suffered badly, with call centers getting heavily

loaded.

The MTNL challenge came as a mere walkover for Bharti as the former

completely failed to market its service. However, with a fourth operator coming

in and Hutchison preparing to give it a tough fight, this year will be testing

time for Bharti Cellular.

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