With access to content, infrastructure and mobile platform, RCom is in a position to ring in a new convergent future, believes DEVDEEP SINGH
Tactic No 2: Go grassroots
After conquering Version 1.0 in the telecom battle (affordability), RCom focused on Version 2.0 (reach). Anil Ambani confidently asserted, “Our network expansion will give us the power to drive the market and stay ahead of the curve.” And RCom has expanded aggressively. While the company’s wireless network extends to over 10,000 towns today, it plans to take the count to 23,000 by 2007-08, covering 90% of India’s population. To achieve this, RCom plans to invest a massive Rs.200 billion in the coming year.
“The company’s network is undoubtedly amongst the vastest in the country and it has proven its execution skills. In fact, in seven months of the full-fledged CDMA launch, it became the top mobile operator in India,” says Harit Shah, Telecom Analyst, Angel Broking. And it also boasts of an extraordinary distribution channel. As Shukla comments, “We have the largest chain of exclusives Reliance showrooms under two brands - Reliance World and Reliance Express. No other operator has a phenomenal reach of 2,000 exclusive outlets where both sales and services are offered.”
RCom’s rural strategy has paved the path for its overall growth. “When we went rural, everybody contradicted our move. However, a few months later, all the other service providers were talking about going to the rural sector,” explains Shukla. In fact, it was RCom, which envisioned the approaching maturity levels in the metros, and targetted mass markets in India’s small towns and villages. It rightly predicted the rise of the rural middle class.
Tactic No 3: Be a value-added player
RCom became the telecom disrupter in value-added services. When GSM players like Airtel and Hutch were betting on GPRS and EDGE services, Anil entered with a slew of other services like integrated wire-line and wireless services, and convergent voice, data and video services, which took the mobile content market by storm. Interestingly, the competition failed to recognise that Anil was planning something bigger.
This turned out to be the ultimate weapon of convergence, aimed at redefining the scope and limits of the traditional telecom business. “Today telecom is no longer about voice or data; it is about communication in the widest possible sense of the term,” said Anil Ambani. Adds Subrato Das, Head (GSM - IT and Special Projects), RCom, “Reliance has established a pan-India, next generation, integrated (wireless & wireline), convergent (voice, data & video) digital network capable of supporting best-of-class services spanning the entire information-communication value chain.” Adding vigour to his convergence dreams, Anil recently managed to partner with Microsoft for his IPTV foray. “Until now, TV has been a broadcast, ‘one-size-fits-all’ experience. IPTV promises to offer subscribers more choices, control and convenience and a unique and more satisfying user experience,” he said. In the meantime, he has already purchased strategic stakes in firms, or finalised other financial alliances, that will allow him to access news, entertainment, music, gaming and other content that can be accessed on a Reliance mobile phone.
Read more.....
For More IIPM Info, Visit below mentioned IIPM articles.
Tactic No 2: Go grassroots
After conquering Version 1.0 in the telecom battle (affordability), RCom focused on Version 2.0 (reach). Anil Ambani confidently asserted, “Our network expansion will give us the power to drive the market and stay ahead of the curve.” And RCom has expanded aggressively. While the company’s wireless network extends to over 10,000 towns today, it plans to take the count to 23,000 by 2007-08, covering 90% of India’s population. To achieve this, RCom plans to invest a massive Rs.200 billion in the coming year.
“The company’s network is undoubtedly amongst the vastest in the country and it has proven its execution skills. In fact, in seven months of the full-fledged CDMA launch, it became the top mobile operator in India,” says Harit Shah, Telecom Analyst, Angel Broking. And it also boasts of an extraordinary distribution channel. As Shukla comments, “We have the largest chain of exclusives Reliance showrooms under two brands - Reliance World and Reliance Express. No other operator has a phenomenal reach of 2,000 exclusive outlets where both sales and services are offered.”
RCom’s rural strategy has paved the path for its overall growth. “When we went rural, everybody contradicted our move. However, a few months later, all the other service providers were talking about going to the rural sector,” explains Shukla. In fact, it was RCom, which envisioned the approaching maturity levels in the metros, and targetted mass markets in India’s small towns and villages. It rightly predicted the rise of the rural middle class.
Tactic No 3: Be a value-added player
RCom became the telecom disrupter in value-added services. When GSM players like Airtel and Hutch were betting on GPRS and EDGE services, Anil entered with a slew of other services like integrated wire-line and wireless services, and convergent voice, data and video services, which took the mobile content market by storm. Interestingly, the competition failed to recognise that Anil was planning something bigger.
This turned out to be the ultimate weapon of convergence, aimed at redefining the scope and limits of the traditional telecom business. “Today telecom is no longer about voice or data; it is about communication in the widest possible sense of the term,” said Anil Ambani. Adds Subrato Das, Head (GSM - IT and Special Projects), RCom, “Reliance has established a pan-India, next generation, integrated (wireless & wireline), convergent (voice, data & video) digital network capable of supporting best-of-class services spanning the entire information-communication value chain.” Adding vigour to his convergence dreams, Anil recently managed to partner with Microsoft for his IPTV foray. “Until now, TV has been a broadcast, ‘one-size-fits-all’ experience. IPTV promises to offer subscribers more choices, control and convenience and a unique and more satisfying user experience,” he said. In the meantime, he has already purchased strategic stakes in firms, or finalised other financial alliances, that will allow him to access news, entertainment, music, gaming and other content that can be accessed on a Reliance mobile phone.
Read more.....
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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