Long view of enterprise telecom services in India and the challenges and way forward for BSNL

Abstract

The Indian Telecom Industry has become too popular in different contexts. Itcould be in the context of tremendous growth story in mobile sector synonymous withIndia's success story of liberalization or telecom licensing issues or controversial topdecisions. The market situation is demanding and exacting from the Telecom ServiceProviders (TSPs) to offer the best services at lowest cost possible. The growingnumbers with flat revenues don't hold promise for the TSPs on the large investmentsalready made. Contrary to this saturation in mobile vertical, the broadband andEnterprise Telecom Services (ETS) are showing consistent growth and revenues.ETS services are lifeline to an Enterprise and Enterprises spend good revenues onthese services in view of their criticality.This exploratory study focuses on the segment of ETS beginning its journeyto look at what is in store in this segment in the coming period of ten years. Usingscenarios method, the long view of Enterprise services is taken to unravel what isplausible and holding for TSPs in the coming years. Exhaustive research material andviews of experts in the area are assimilated to arrive at the possible scenarios.With this background study reflecting likely priorities in ETS services,~cs and growth areas in ETS segment, the study explores to identify thechallenges of BSNL as a TSP in the ETS segment. The study is conducted on the" sample area of Bangalore Telecom District, BSNL to look at its challenges in thishighly competitive segment of Telecom. Views from highly potential customers,BSNL partners were collected on BSNL performance vis-a-vis with their number oneservice provider on sample basis. Further, views from BSNL teams were too collectedto understand their perceptions on BSNL services in this demanding and critical ETSsegment. Then a brief study was done on the areas of concern in the organization tolook at areas wanting improvement. Rapid change of technology and market dynamics demand constant innovationin the organization and innovation structures play a key role in building thisinnovation capability. Having looked at the areas of concern from the point ofCustomers, Partners and BSNL teams, the study examines for the existence ofinnovation structures inBSNL on whether it has suitable structures to capture andsystematizing the learning to innovate in this dynamic segment of Telecom Services.Based on the study, appropriate recommendations are made for managers and policymakers.