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BSNL: A Legacy in Indian Telecom

BSNL is one of India's largest telecommunication service providers, with a history dating back to the British era. It was established in 2000 and provides landline, mobile, broadband, internet and other services across India, especially focusing on reaching rural areas. With over 20 million customers, BSNL continues to enhance its infrastructure and internet penetration. While facing competition, BSNL has embraced digital marketing and uses various strategies like promotions on social media, TV, print and collaborations to engage customers.

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Karthik Gowda
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57 views4 pages

BSNL: A Legacy in Indian Telecom

BSNL is one of India's largest telecommunication service providers, with a history dating back to the British era. It was established in 2000 and provides landline, mobile, broadband, internet and other services across India, especially focusing on reaching rural areas. With over 20 million customers, BSNL continues to enhance its infrastructure and internet penetration. While facing competition, BSNL has embraced digital marketing and uses various strategies like promotions on social media, TV, print and collaborations to engage customers.

Uploaded by

Karthik Gowda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Introduction

BSNL is one of India’s leading telecommunications firms, with prominent funding from the
government of India. Founded in 2000, it made the name for itself in the telecom industry as
a regional player. BSNL provides its customers with a range of telecommunication and
internet services. As the Telecom market felt pressure from an increasing number of
competitors, even BSNL, a government-held company, had to embrace the digital marketing
revolution and be a part of the paradigm shift in marketing.

BSNL is India’s oldest communication service provider whose history has a trace back to the
British era in the 19th century, and It was the first telegraph line during the British period that
got established in 1851, in earlier it was connected to a part of erstwhile Postal and Telegraph
Department.
BSNL was established in the year 2000 as a successor to DOT and since its inception, it has
been delivering telecommunication services to the nation.

BSNL is one of the largest telecom service providers in India which provides a quality
network across India, especially in rural areas. Its focus has always been on reaching out to a
wider audience especially in rural areas which are still not connected with the urban areas.

BSNL, with its improving infrastructure, supports 20 million mobile and computer
telecommunications customers across rural areas. With its current focus on enhancing
internet penetration, it has garnered great customer satisfaction. It also has a unique feature of
no roaming service throughout the country.
Connecting India India is the fourth largest telecom market in Asia after China, Japan and
South Korea. The Indian telecom network is the eighth largest in the world.

HOW BSNL CAME IN TELECOM MARKET:


The initial phase of telecom reforms began in 1984 with the creation of Center for
Department of Telemetric (C-DOT) for developing indigenous technologies and private
manufacturing of customer premise equipment. Soon after, the Mahanagar Telephone Nigam
Limited (MTNL) and Videsh Sanchar Nigam Limited (VSNL) were set up in [Link]
Telecom Commission was established in 1989. A crucial aspect of the institutional reform of
the Indian telecom sector was setting up of an independent regulatory body in 1997 – the
Telecom Regulatory Authority of India (TRAI), to assure investors that the sector would be
regulated in a balanced and fair manner. In 2000, DoT corporatized its services wing and
created Bharat Sanchar Nigam Limited.

INSTITUTIONAL FRAMEWORK:
It is defined as the system of formal laws, regulations, and procedures, and informal
conventions, customs, and norms, that broaden, mold, and restrain socio-economic activity
and behaviour. The country has been divided into units called Circles, Metro Districts,
Secondary Switching Areas (SSA), Long Distance Charging Area (LDCA) and Short
Distance Charging Area (SDCA).
In India, DoT is the nodal agency for taking care of telecom sector on behalf of government.
Its basic functions are:
• Policy Formulation
Review of performance Licensing
Wireless spectrum management
• Administrative monitoring of PSUs
• Research & Development
• Standardization/Validation of Equipment
BSNL CONTRIBUTION TO DEVELOPMENT OF TELECOM:
Bharat Sanchar Nigam Limited was formed year 2000 and took over the service providers
role from DOT. BSNL's roadmap for providing customer with access to the latest
telecommunications services without losing sight of universal service access has been by way
of utilizing optimally the existing infrastructure and accelerating advances in technological
component by innovative absorption.

ACHIEVEMENTS OF BSNL:
BSNL has a customer base of over 9 crore and is the fourth largest integrated telecom
operator in the country.
BSNL is the market leader in Broadband, landline and national transmission network.
BSNL is also the only operator covering over 5 lakh village with telecom connectivity.
Area of operation of BSNL is all India except Delhi & Mumbai.

BSNL is a massive public sector organisation with a lot of resource on its beck and call. For
such a massive organisation, the management organisational tool of “marketing mix” is
necessary to gauge the organisation’s position holistically.

Products and Services


BSNL, being the leading telecom company, has strong backing from the Government of
India. It provides its customers with a range of telecommunication and internet services.
Some of the products are:
1. Landline
2. Mobile
3. Broadband
4. Internet
5. Bharat Fiber
6. IP Services
7. Wing services

BSNL is focusing on enhancing its internet service by increasing its range and giving its
users greater bandwidth. This will help BSNL with its premium offerings to ensure customer
loyalty. It aims to keep up with the growing technology to sustain itself in the market and
satisfy the needs of its customers.
The key goal of the BSNL product strategy is to keep up with the increasing hardware
technology that is continually evolving with innovation to retain and fulfil the needs of its
customers. BSNL needs to continue improving its services.

BSNL’s Marketing Strategy


BSNL uses different outlets for ads, such as TV, print, online, hoardings, etc. BSNL
promotes in a very limited way, with plenty of loyal customers. But it has recently begun
promotion with the emergence of so many rivals in the telecom industry by coming up with
new logos, catchy slogans such as connecting India, new and distinct brand names for
BSNL’s various services.

With the upcoming digital age, a few promotions have also begun on various social media
platforms. It promotes its innovative programs, schemes, and discount deals, both on social
media platforms and through conventional banner offers at various retail outlets, newspapers,
etc.
Other recent collaborations by BSNL:
 BSNL and YuppTV to launch a single subscription
 BSNL and Ciena sign an MoU to prepare for 5G in India
 Eros Now partners with BSNL to offer unlimited movies and digital originals
 BSNL partners with Call2Action Communication India to launch mobile advertising
platforms

BSNL fulfils its corporate social responsibilities too. After the massive floods in Kerala,
BSNL extended its support by offering free BSNL to BSNL voice calls and free 20 minutes
calls from BSNL to other networks for the next seven days.

Digital is the new name and the market is dynamic. The companies must set the trends and
adapt to the new ones. let‘s dive into the digital world of BSNL.

Common questions

Powered by AI

BSNL's emphasis on broadband and internet service improvement aligns with its strategic goals by aiming to meet the growing demand for high-speed internet and technology evolution. By expanding internet range and bandwidth, BSNL seeks to cater to the premium customer segment and reinforce its market leadership in broadband services. This focus supports BSNL's goal of customer satisfaction and retention while maintaining relevance in a competitive digital market .

BSNL plays a vital socio-economic role in rural India by providing telecommunication connectivity to over 500,000 villages. This access facilitates economic development, bridging the digital divide by improving communication infrastructure, which supports local businesses and educational initiatives. By ensuring a robust network and no roaming charges, BSNL is aiding in integrating rural populations into the broader national economy, thus enhancing social equity and economic opportunities .

BSNL's CSR initiatives, such as providing free voice calls during the Kerala floods, play a crucial role in illustrating its commitment to social welfare. These actions not only showcase BSNL's responsiveness to emergencies but also strengthen its public image as a socially responsible entity. Such initiatives reflect BSNL's ability to leverage its technological infrastructure for humanitarian aid, fostering goodwill and public trust, which can ultimately enhance customer loyalty and brand reputation .

BSNL has adapted its marketing strategy to remain competitive in the digital age by diversifying its advertising channels. It has started using various platforms like TV, print, and social media to promote its services and enhance brand presence. Additionally, BSNL has begun using catchy slogans and logos, launching innovative programs, schemes, and discount deals. This shift reflects a strategic move to capture a broader audience amidst increased competition in the telecom industry .

BSNL faces challenges in 5G implementation due to the need for significant infrastructure upgrades and the financial requirement to support these transformations. However, partnerships like the MoU with Ciena to prepare for 5G offer opportunities to leverage technological expertise and shared resources. This partnership can reduce the burden of infrastructure costs while facilitating advancement in cutting-edge technology, positioning BSNL to compete effectively in future-ready telecommunications services .

BSNL's legacy as a pioneer in India's telecom services from the British era influences its present strategies by continuing to prioritize extensive reach and comprehensive service offerings. This historical background underlies BSNL's strategy to maintain low-cost, wide-reaching services, particularly in rural and underserved areas. BSNL's legacy drives its commitment to universal service provision and leveraging government support to stay competitive amidst privatization pressures .

BSNL's historical context as a longstanding provider in India, originating from the erstwhile Postal and Telegraph Department during the British era, established it as a key player in the telecommunications sector. Founded in 2000 from the corporatization of the Department of Telecommunications (DOT), BSNL leveraged this historical foundation to extend services across India, especially focusing on underserved rural areas. This historical legacy positions BSNL uniquely as a government-backed entity, capable of reaching vast rural markets, and maintaining a competitive edge against private players under government sponsorship .

Institutional frameworks played a significant role in the evolution of India's telecom sector, facilitating the establishment of BSNL. The formation of the Telecom Regulatory Authority of India (TRAI) ensured fair regulation, promoting a balanced investment environment. The corporatization of DOT services into BSNL in 2000 highlighted reforms aimed at improving efficiency and service delivery. These frameworks helped in structuring the telecom sector governance, ensuring accountability and strategic oversight necessary for BSNL's emergence and sustenance .

Collaborations with firms like YuppTV, Eros Now, Ciena, and Call2Action Communication India have strengthened BSNL's competitive position by aligning it with modern digital trends. By offering bundled services like unlimited movies and preparing for 5G, BSNL is enhancing its tech-forward image. These partnerships enable BSNL to extend its offerings in digital content and infrastructure, which is crucial in retaining customer interest and expanding market reach in a rapidly diversifying telecom market .

BSNL utilizes the marketing mix to position itself as a comprehensive telecom service provider by offering a wide range of products and services, including landline, mobile, and internet services. The mix includes strategic use of competitive pricing, especially to maintain affordability for rural users, and diverse promotional channels to capture various market segments. This approach ensures BSNL addresses different consumer needs, aiding in sustaining its market presence in a diverse and competitive landscape .

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