Identifying a customer: Bharti Broadband Networks Limited

Technically, it refers to communication that provides multiple channels of data over a single medium, typically using some form of frequency or wave division multiplexing. In other words, information of all kinds is transmitted on a wide band of radio frequencies on a terrestrial or wireless medium, akin to a multi-lane highway that allows more and more cars to travel on it at the same time. In India, data capacity over 64 kilobytes per second (kbps) in considered broadband where as globally, the data rate exceeds 384 kbps.

According to the international data corporation (IDC) the market for broadband access in India is one of the most dynamic in the telecommunication market space, but. It also says that the economic slowdown and lack of awareness of the benefits of broadband among users, has lead of scenario where the concept had not picked up as expected. Experts are of the view that broadband will not reach Indian homes soon and will remain a feature driven mostly by corporate usage. As per a report, the total number of broadband connections in India is around 25,000.

Indians want high speed on access, but at low prices. For prices to be reasonable, broadband will have to more out of the realm of corporate and become a commodity. However, that will not happen unless appropriate content is developed, that not only is cheap to access but also gives a user some value. Consequently, companies like Spectra net, Hathaway, Siticable, and Satyam and telecom operators like Bharti, Reliance, Bharat Sanchar Nigam Ltd. (BSNL) and others, who have and are investing huge sums of money aim creating the required infrastructure, are faced with a piquant situation. Should they throw in large sums of money while the content (the main usage driver) is yet to be developed? It is okay if a company covers only the four metros and towns like Bangalore and Ahmedabad. But to gain huge volume taking the pipe to the 400 is key. While BSNL’s intent is not fully known, Reliance Infocom seems to have set its sights on a bright future for broadband.

[...] The new company, Bharti broadband networks limited will be a wholly owned subsidiary, of Bharti televentures joint venture between Bharti and singtel). In the mean time, the operations of these companies have bee collaged to address the market in a unified manner and to be the siguler delivery platform for Internet, VSAT and broad band initiatives, offering a menu of integrated solutions and services to enterprise customers (large corporate, SME’s and SOHO’s )and home consumers across different market segments. The consolidated entity will use the dedicated infrastructure of technologically superior KU-Band internet gateways in seven locations, its VSAT HUB (Satellite Earth station) in Bangalore, and its meshed backbone with built in redundancy. [...]

[...] Identifying brand proposition in the core of brand strategy. The basic questions put forward are: Who am Why buy me? Later, the environment of the brand is assessed by asking questions like: Whom will I compete against? What kind of people am I meant for? In other words, to develop a brand proposition we the advertisers put us in the shoes of the buyers. We examine the brand form the buyer’s perspective. What characteristics of the brand are relevant to the buyer and may appeal to him? [...]

[...] However, delivered-value maximization is a useful framework that applies to many situations and yields rich insights. Here are its implications. First, the seller must assess the total customer value and total customer value total customer cost associated with each competitors offer to know how his or her own offer rates in the buyer’s mind. Second, the seller who is at a delivered-value or to decrease total alternatives. The seller can try to increase total customer value or to decrease total customer cost. [...]