Saturday, October 06, 2012

TELECOM: MNP

Mobile Number Portability Promises to Usher in a New Paradigm in Indian Telecom. While New Players would benefit, The Real Advantage would be to the Customers

Clearly, MNP would create a lot of new game changers in India, the world’s second largest mobile market, and would pose many new challenges for the service providers. Introduction of MNP now certainly shifts the balance to a huge extent towards the newer players, who can now attempt to gain from poaching subscribers of the traditional incumbents. Operators would now need to invest significantly on attractive schemes and promotions. Investment would be required on the marketing front with key focus on quality, differentiation and pricing plans. New players will also have to be careful and ensure that the market share they gain in this manner is not fragile and can sustain for a longer time. Hemant Joshi, Partner, Deloitte Haskins & Sells, India agrees, “MNP will mostly increase the subscriber acquisition and retention costs for the operators, especially for the giants like Bharti Airtel who have the greatest revenue market share pie at 31%, Vodafone Essar at 21%, Reliance Communications at 14% and Idea Cellular at 13%.”

The recent trend had been that operators were becoming least interested in investing to improve and maintain quality of services as the margins had fallen to an all time low. As per a latest Telecom Regulator Authority of India (TRAI) report, as many as 24 licenses (out of the total of 211 licensees in all the telecom circles) do not meet the minimum metering and billing benchmark defined by the TRAI. The number is 42 in the pre-paid segment. Similarly, 27 licensees do not match the minimum parameter for 100 per cent refund of deposit within 60 days of closure of service. The report also highlights that the service providers have shown a bad response time to customer calls for assistance. The report released in October 2010 says that 59 licensees in different circles do not meet the required norms. All the incumbent operators including BSNL, Bharti Airtel, MTNL, Vodafone, Idea Cellular and RCOM somewhere do not meet the minimum QoS norms defined by the regulator. Similar is the case with new entrants. So far, TRAI has had a very little role when it comes to forcing telecom subscribers to increase the QoS. “The most effective tool that the regulator has is – naming and shaming, by which the regulator can inform the subscriber about his service provider’s quality shortcoming by putting the report in public. TRAI can recommend a penalty and cancellation of license, but cannot take action on its own,” highlights former Principal Adviser, TRAI Satyen Gupta.

With the introduction of MNP, a poor quality of service will have much more dire repercussions than before. Call drops, problems with the billing, network congestion, failure to have proper customer redressal forums et al would become more critical factors than ever before. Still, players will have to decide what their playing field would be – price or service offering. “Entering a price war is not going to help as there already has been a significant drop in ARPU and margins. Operators need to focus on the quality of services and customer retention plans,” says Abhishek Chauhan, Senior Consultant, ICT Practice, Frost & Sullivan, South Asia & Middle East. Acceptably, the tariff war is likely to take a breather for some time, as the call rates have already touched all time lows.


Source : IIPM Editorial, 2012.

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