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

Fixed Line Pre-paid Universal Personal Number Free Phone Service Universal Access Number Account Calling Card Call Now Card Premium Rate Service Virtual Private Network India Telephone Card Televoting

10/5/2015BSNL Corporate Office 5  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

6 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

 Virtual calling Card(VCC)  Toll Free Service(TFS)  Universal Access Number(UAN)  Virtual Private network(VPN)

Some Facts: Revenue/ Target ServicesRevenue (in Rs Crore) Revenue (in Rs Crore) Target (in Rs Crore ) Revenue (in Rs Cr) (Q1) Post Paid Pre Paid Total

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 SystemIneffective 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 PlatformA 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 LaunchedLaunch of pure prepaid service under considerationAppointment of SPOC for Complaint handlingLaunch of new value added services under considerationPRM service –Re launched in new formRedesigning of CAFsIncentive Scheme for BSNL EmployeesLaunch of new Prepaid Cards

All Technical, Educational,Tariff,marketint etc related documents related IN Services uploaded on 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 s 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 staffBSNL Staff to be trained for providing customer support Appointment of Account Manager for key customers in Circles Opening of 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.

In House  Through customer centre – VCC, ACC, FPH, VPN, UAN, PRM etc Channel partner – Sale of ITC card  Dealers  Distributors  Franchisee  STD PCO Strategy: Strengthening Distribution Channel

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

Electronic selling of VCC/ACC  Give soft copy of Bulk PINs to Buyers  Bulk buyers tie up with Banks at back end  Customers may get VCC/ACC PIN from ATM/ predefined IVRS nos/ Internet  Topping up of PINs at a threshold level  Customer get VCC card at his convenience at a push of button  BSNL has no hassle of printing / accounting/ staff of selling etc

Televoting  Aggressive marketing/ revenue share  Target educational and infotainment segment

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.