Airtel DTH

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Company Overview Company OverviewIndias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Broadband & telephone services in 94 cities About 79,988,675 customers Bharti Infratel owns 42% of Indus Towers Limited. These two top providers of passive infrastructure services in India Approx. revenue (for the financial year 2007-08) Rs 270,000 million

Product Mix Product MixPrepaid mobile services Postpaid mobile services Broadband connection Landline phone connection Airtel Digital TV Calling Cards Wireless Internet

Airtel DTHAirtel DTH134 channels , customized packages Prices : Rs 2000 to Rs 3,500 as initial installation charges. Packages differ from Rs 150 to Rs 350, per month. USP: Interactive services, eg. iMatinee, iCity, iTravel, World Space Radio etc.


Customer Care



Product & Service Quality

DigitalTV Feature Brand Name


Market Offering

Product Line

Packages launched in initial phaseCost (p.a.) South platinum Platinum 3,500 3,500 Channels Included 134 126 Interactive Session 10 10

South goldGold South silver

2,5002,500 2,000

108104 74

99 5

Interactive ServicesThe new service provides new exclusive applications such as iMatinee (to book cinema tickets), iLearn: is being powered by Edurite, and developed by Infosys (screencap) iTravel (to browse and book travel packages), iShop (to shop on TV for your favorite brands), iCity (to get your citys information) iAstro: daily predictions Widgets (to update yourself on latest stock news). World Space Radio



Beat the stress with exhaustive range of games. All kinds of games-for teenagers to all ages games.

Rest your eyes and relax with good music from the various Radio stations Wide range of Radio channels from WorldSpace radio.

Major competitorsDish TV168 channels,7 movie channels,21 audio channels Price between Rs 2,490-3,990 (initial payment), Rs 100 for up to 85 channels, Rs 300 for 140 channels USP: Free gaming portal, multilingual voice-overs coupled with astrological services and customized sports.

Major competitorsTATA Sky150 channels Price Rs 2,499 for initial installation; Rs 175 for 65 channels, Rs 310 for 123 channels USP : Interactive offering like quiz, story telling, broadcast like shrines and cooking portals among other offerings

Major competitorsBIG TV202 channels, 32 movie channels and 10 interactive channels Price Rs 2,499 for initial installation, Rs 100 for bouquet of 44 channels, Rs 175 for a pack of 101 channels USP: Movie channels on a monthly subscription, niche channels at low add-on charges, USB port in the settop box

Major CompetitorsSUN DIRECT110 Channels(initially no Hindi channel) Initial instalment of Rs.1999 with one year free subscription,Rs.75 per month Add-ons such as the Hindi package, the kids package, or the English movie package, which cost Rs 20140 more. USP: Its not a rich mans product. Low cost makes it easily available.

Major Competitor

Prasar Bharti owned DTH service which is free to air service which just need an initial installment to buy set top box.

Market Share of Various PlayersTata Sky, 2.2 Sun Direct, 1.3 Big Tv, 0.5 Dish TV, 4.4

Cable Tv, 80

PRICING STRATEGY No. of channels in the packages and value added services. Competitors prices in the market. Technology used in the digitalTV service. As per the current policy, the total foreign equity including FDI/NRI/OCB/FII cannot exceed 49% and within this FDI component not more than 20%,so price has to be kept high for overcoming cost of expansion and thus price. Usage based. ARPU is increasing unlike the telecom sectors.

Threat of New EntrantsDTH market is always crowded with 5 players

Bargaining power of supplier very high Transponders-very high CPE suppliers-low Content-very high

Inter firm rivalry very high Price war litigation

Bargaining power of Buyers high Lots of options and Substitutes Price sensitive buyers

Threat of substitutes very high Cable TV-Very High IPTV-High Terrestrial-very low

ARPU in DTH services

Co-branding AFor Airtel-digital TV Airtel has collaborated with companies like world space radio and Infosys.

See You At Home Soon - with a dozen celebrities, the ad has been reported to be amongst the most watched ads on, recently. Teasers : Animated characters , viz. Masai (infotainment), Cowboy (movies), Band (music) and Meercats (kids). DTH Services costliest product category, these days. Estimated expenditure : Rs 8 10 crore per month, with a total of over Rs 40 crore spent on DTH advertising by the prominent players in the market. The three biggest players claims that they are not competing with each other. Marketing penetration is only 3 %, with a total of 7.5 million DTH users.

The Red Sofa

Ways To Choose A PackageBrowse n Buy Compare nn Buy Package Wizard

After Sales ServicesRecharge options are available for the digital TV which can be obtained online and from dealers. Customer care is available as both telephonic and e-mail help.

Assistance is provided to operate the set top box(by installation team).

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