1. TDD-LTE Rollout Strategies for Telecom Service Provider in India
Swapnil Pande
Supervisor : Prof. Heikki Hämmäinen
Instructor : Prof. Kishor Ghormade
Communications Ecosystem International Master’s Program
Aalto University, School of Electrical Engineering
June
Master’s Thesis Presentation

2. Agenda Research Problem and Motivation Background Research Method
Findings
Conclusion

3. Main Research Problem and Research Questions
What are the successful strategies for the TDD-LTE rollout in Indian telecom market?
Research Questions
What are general strategies to concentrate for successful rollout TDD-LTE services?
How to achieve competitive pricing strategies suitable for TDD-LTE rollout?
What level of maturity should Device Ecosystem should reach to leverage the development of TDD-LTE services?

4. Motivation for Research Problem
The business issue
Latent market stage
Poor 3G penetration
Already Investment in 3G
Importance and impact
Prevent Loss for Telecomm Service Providers
Objective of the study
Examining the local market barriers
Suggesting remedies.
4. The output of the study
Set of guidelines for successful rollout strategies
5. This helps because
Learning prevents mistake repetition

5. Background and Research Method
Auction Process and LTE developments
Research Method

6. I. Timeline for major Events related to TDD-LTE (1/3)
BWA Auction Process completed
June 11, 2010
June 12, 2010
Reliance Industries acquires 95% stake in Infotel Broadband Services and Relianace Jio established
Bharti Airtel launches TD-LTE in Kolkata circle
April 2012
May 2012
Bharti Airtel acuires 49% stake in Qualcomm Incorporate
Bharti Airtel and Reliance Jio signs i2i cable sharing deal.
April 2013

7. I. Successful players in Auction process (2/3)
METROS
CAT : A
CAT : B
CAT : C
D L I
M U M
K O L
M H
G U J
A P
K A R
T N
K E R
P U N
H A R
U P E
U P W
R A J
M P
W B
H I M
B I H
O R A
N E
J & K
Infotel Broadband Pvt. Ltd
Bharti Airtel
Aircel Limited
Tikona Digital
Qualcomm Incorporated
Augere (Mauritius) Ltd.
Circle Category
Rise from Reserve Price to Final Auction Price (in %)
Metro
772 to
Category A to
Category B
70.97 to
Category C to
Total
634.15
METROS
CAT : A
CAT : B
CAT : C
D L I
M U M
K O L
M H
G U J
A P
K A R
T N
K E R
P U N
H A R
U P E
U P W
R A J
M P
W B
H I M
B I H
O R A
N E
J & K
Reliance Jio
Bharti Airtel
Aircel Limited
Tikona Digital
Augere (Mauritius) Ltd.

8. I. Timeline for major Events related to TDD-LTE (3/3)
1. Reliance Communication and Reliance Jio signs Network Infrastructure sharing deal
2. Bharti Airtel acquires 100% stake in Qualcomm Incorporated
June – July, 2013
March 4, 2014
Bharti Airtel and Reliance Jio signs Tower sharing deal
Relianace Jio signs tower sharing pact with Viom Networks and ATC India
March – April 2014
May 29, 2014
Reliance Industries takes over Network 18.
Bharti Airtel offers dongle and mobile device plans in 8 cities
Present Status

9. II. Research Method Research Questions Research Problem Paper Survey
Literature Review
General
Strategy
Government
Organization and Regulatory Body reports
Pricing Strategy
Challenges and
Set of Recommendations
Company
Documents
Data Analysis and Interpretation
Device Ecosystem Development
Strategy
Conferences,
Seminars and
Webinars
News paper
articles , Magazine articles and blogs
January to March
November to December
Open end questions
Close end questions
34 Respondents
15 Respondents

10. Findings and Conclusion
I. General Strategy
II. Pricing Strategy
III. Device Ecosystem Development Strategy

11. I. General Strategy : Challenges faced by SP (1/2)

12. I. General Strategy : Time of launch and Customer segment to Target (2/2)

13. II. Pricing Strategy : Bharti Airtel Data Plan Pricing (1/4)

14. II. Pricing Strategy : Airtel Data Plan Pricing Analysis (2/4)
Time period
Download Limit
Price (INR)
Rs/MB
April 2012 to March 2013
6GB
999
0.163
9GB
1399
0.152
18GB
1999
0.108
30GB
2999
0.098
April Onwards
1 GB
250
0.244
2GB
450
0.220
3GB
650
0.212
4GB
750
0.183
10GB
12GB
1299
0.106
15GB
1499
25GB
2049
0.080
45GB
0.065
80GB
4799
0.059
VAS Provided
HD Movies
HD Games
TV Shows
Live videos of places of worship

15. II. Pricing Strategy : Data Plans to implement (3/4)

16. II. Pricing Strategy : Data Plans to implement (4/4)

17. III. Device Ecosystem Development Strategy : Access source (1/3)

18. III. Device Ecosystem Development Strategy : Effect on mobile ecosystem (2/3)

19. III. Device Ecosystem Development Strategy : Device Pricing (3/3)

20. Conclusion
Incremental and well-targeted 2G prepaid to LTE postpaid migration strategy
Identification of the Challenges and Market segment to target
First launch impression vital
The competitive advantage shifts from “Pricing only” towards “Pricing and Quality of Services”
Premium pricing is not the solution
Innovative Pricing like combining 3G and LTE data
Gradual shift from Multi-SIM towards Single SIM market providing SP with greater control over subscribers
Close collaboration with Device manufactures
Affordable device pricing

21. Thank you !