A study of Telecom sector in NE Region: with special emphasis on the role of PR in Jio infocomm.Ltd

Submitted by: Jassika Poudyel Chettri
Brief introduction
Telecommunication occurs when the exchange of information between communication participants includes the use of technology. Vast array of technologies that transmit and receive voice, data and video information are overly varying distance through electronic mean.
The telecommunication industry within the sector of information and communication technology is made up of all Telecommunication/Telephone companies and internet service providers play the crucial role in the evolution of mobile communications and the information society. India’s telecommunication network is the second largest in the world, it has the world’s second largest internet user-base. India has one of the lowest call tariffs in the world.

The telecommunications sector evolved from the telegraph, where communication took days, to modern mobile technology, where large amounts of data can be sent in seconds.
The history of Indian Telecom sector began in 1851, when British Government was laid down the first operation landlines in Kolkata. In 1911 Public Work Department was running the functions of telecom operation with head office at New Delhi, finally in 1986 the operational function of Telecom was landed to Bharat Sanchar Nigam Limited (BSNL) .And in 1980 , private sector was allowed in manufacturing telecom equipment’s, which initiated reforming the telecommunication sector. After 1993private networks are allowed in industrial area.

Generation of Mobile Network
G stands for Generation of the mobile network .A higher number before to send out and receive more information and therefore the ability to achieve a higher efficiency through the wireless network.

Mobile Network Operators in India
Tata DoComo
MTS India

Regulating body

TRAI (The Telecom Regulatory Authority of India)
The Telecom Regulatory Authority of India is the regulator of the telecommunications sector in India. It was formed in 20th February 1997. Earlier regulation of telecom services and tariffs was overseen by the central government.
TRAI’s mission is to create and nurture condition for growth of telecommunications in India to enable the country to have a leading role in the emerging global information society.
Its objective is to provide a fair and transparent environment that promotes a level playing field and facilities fair competition in the market.

COAI(Cellular Operators Association of India)
The cellular operators association of India is an industry association of GSM mobile service providers in India. It was constituted in 1995. The association is dedicated to the advancement of modern communication through the establishment of world- class mobile infrastructure, products and services and to delivering the benefits of innovative and affordable mobile communication services to the people of India.

The core members of the body:
Bharti Airtel
Videocon Telecommunications
Telenor India
Idea Cellular
Reliance Jio Infocomm

Over the years, COAI has emerged as the official voice for the Indian telecom industry and interacts directly with Ministries, Policy makers, Regulators, Financial institutions and Technical Bodies. It provides platforms form discussion and exchange of ideas between these bodies and different service providers.

Indian Cellular Association (ICA)
Indian Cellular Association (ICA) is the apex body of the mobile industry comprising manufacturers, brand owners, application & solution providers, distributors, retailers and eminent consumers of mobile handsets.
The Association has been constituted to provide value and service to the mobile cellular industry in India by fuelling its growth, improving competitiveness, helping create a legal and ethical market and regulatory environment, thereby providing long-term benefits of mobile connectivity to the Indian masses.Some of ICAs prominent members include Apple, Samsung, Micromax, Microsoft, Nokia, Motorola, HTC, Gionee, Blackberry, Sony, LG, Panasonic, Karbonn, Spice, Intex, Lava and more.State Governments and Industry stakeholders to help establish the Electronic System Design and Manufacturing (ESDM) eco-system in India and to help establish India as the global manufacturing hub for mobile phones, its parts, components and accessories.It’s main vision is to continuously strive for creation of a progressive and vibrant policy and market environment in India which is conducive to innovation, development and prosperity of all stakeholders.

Telecom Centers of Excellence (TCOE)

Telecom Centers of excellence brought into existence by February 2008 with signing of 7 MoUs between DoT, participating premier academic institutes and the sponsors from the Telecom industry. This body was formed mainly because of the need of high growth in telecommunication in India for the overall progress. The government and the industry are working together for the sustained growth and progress of the country. The main objective of this body is to build capacity through training the trainers and entrepreneurship development.

Telecom Sector Skill Council (TSSC)
The Cellular operation of India, Indian Cellular Association and Telecom Centers of Excellence have joined hands for setting up Telecom sector Skills council (TSSC) in India under the aegis of the National Skills Development Corporation.

Set up a comprehensive Labour Market Information System (LMIS) i.e. prepare a compendium of skill types to assist in planning for skilling and delivery of training.
Undertake skill mapping and skill gap analysis based on LMIS
Rationalize and maintain a skill inventory.
Create a skill development plan in coordination with Electronic and IT SSCs
Review and identify emerging skill gaps by trend analysis.
Develop National Occupational Standards (NOS) that feature skill competency standards and qualifications.
Refine the existing curricula to align it with NOS, and obtain approval from an industry led body of experts
Plan and institutionalize an effective system for training of trainers.
Steer the affiliation and accreditation processes to enable quality assurance in training in par with international standards.
Create an assessment framework to award tamper proof certifications to trainees.
Promote academies of excellence by nurturing state of vocational training.

Association of Unified Telecom Service Providers of India (AUSPI)
Association of Unified Telecom Service Providers of India (AUSPI) is the representative industry body of Unified Access Service Licensees providing Mobile Services, Fixed Line Services as well as Value Added Services throughout the length and breadth of the country. AUSPI is a registered society and works as a non-profit organization with the aim of delivering the promise of improved Access, Coverage and Teledensity in India.

The objectives of the Association include collection and dissemination of knowledge and information for promotion and healthy growth of telecom services, enunciating a telecom vision for India, fueling unprecedented domestic investment, improving teledensity and bringing value for customers.

Historical background of Telecommunication in Northeastern region
The region comprises seven states – Arunachal Pradesh, Assam, Mizoram, Tripura, Meghalaya, Manipur, and Nagaland. The states comprising the northeast region, while unique in most respect, have similar economic and geographical attributes that merits special policy intervention. In spite of being endowed with vast natural resources, the region has remained largely underdeveloped. It is fact that the growth of a country as a knowledge based economy will only be possible when there will be development and expansion in the telecommunication and IT sectors.
In the beginning of 21st century Assam and other north eastern states realized that improvement of effective and efficient means of communication is very essential to transform itself into a developed states.
Telecommunication in North- Eastern region

Very exponential growth of Telecom Sector in Assam Circle can be seen in the last decades, which helped the State in its economic development.
For the purposes of telephone service licensing, regulators have divided India into 22 telecom circles or service areas. .North- Eastern region is divided into two telecom circles excluding Sikkim. Sikkim is part of the West Bengal Telecom Circle.

• Assam Telecom Circle: India’s telephony regulators have divided the country up into a number of regions, called ‘Telecom Circles’ or ‘Telecom Service Areas’. Assam is one of the service areas of the telecom companies. Assam is in the C circle which is mostly covers large number of rural areas. It includes entire states of Assam.
•NE Telecom Circles: This circle includes other six states of north- east India. Arunachal Pradesh, Meghalaya, Manipur, Nagaland, Mizoram and Tripura.As of a July, 2007 memo from the India Department of Telecommunications, ‘telecom circles’ is now officially called ‘telecom service areas.
The Assam Telecomm circle was formed in January 1987 after bifurcation of the erstwhile North Eastern Circle. Telecommunication facilities growing steadily in recent years.
Divide into decades
The corresponding Assam tele density figures are about 14.9 percent (rural) and 75 percent (urban). The tele density of Assam records 1.84 percent as oppose to 3.8 percent of tele density at all India level.
BSNL: Bharat Sanchar Nigam Limited is India’s oldest and largest communication service provider in Assam and North East region. The annual plan of BSNL pays special emphasis on accelerated growth of telecommunication facilities under special component plans in North Eastern region including Assam Telecom Circle.

Aircel: it commenced operations in 2005 and became the leading mobile operator in north east India. It emerged a market leader in Assam and in north east region within 18 months of operations.

The total numbers of telephone exchanges in the state were 567 as on 31st march, 2003. Nearly 14 internet stations with 9238 connections were found in Assam till March, 2003.
In Assam Circle, BSNL and Vodafone are still giving the service of wire line telephone connectivity. As on January 2014 BSNL was having very high market share.
The many fold growth of wireless subscribers can be seen in Assam Circle, out of which Airtel has the maximum subscriber. (2012-2014).
The only public sector player of the circle was not doing very well in the region as their market share has dropped in the year 2012-2014
Reliance Communication Ltd.: it was established in 2002. In the same year, it launched CDMA service nationwide. In the year 2010 spectrum auction, Reliance Ltd. Paid Rs.58,642,9 million for 3G spectrum in 13 circles including both Assam and North east circle.
Idea Cellular: IDEA Cellular launched its service in Assam and NE region on March 2010, within the first month of its commercial operation idea cellular acquired good market share in NE region.
The slow and constricted telecom services in the North east region as compared to other states of India made the department of Telecommunication to raise concerns. Until the year 2012, existing infrastructure in the region could not even support the basic 2G mobile coverage. Bharti Airtel has launched its 3G services in Assam telecom circle in 2012-2003 which claim to have fast and speedy internet access through mobile phone. The charges of 3G local STD and Roaming Video has reduced to 5 paisa per second as offered by Airtel.
In Assam Aircel, Airtel, BSNL, Reliance Telecom Ltd, have launched 3G spectrum.in the first phase , Reliance launched High Speed capacity up to 28 Mbps, live mobile TV in Assam and shillong.
While 2015 was the year when major telecom players tried to set the base for 4G penetration in all circles including Assam & North east circle
BSNL: in recent year BSNL revenue and market share pull down into heavy losses due to intense competition in Assam & North east region.
Reliance jio infocomm limited: jio launched its service on 5september 2016 in 22 circles including Assam & North East region that provide wireless 4g LTE service network. Within the first month of commercial operation, JIO announced that it had acquired 16 million subscriber. This is the fastest ramp up by any mobile network operator anywhere in the world. Jio crossed 100 million subscriber on 22 February 2017.
Airtel : Airtel launched platinum 3G service on 2016 ,powered by dual spectrum band of 900MHz and 2.100 MHz to deliver a better customer experience in Assam and NE Circle. On 4th January 2017, it offered free calls and data to anyone on switching to its network in an attempt to counter free services from Reliance JIO.

In the present era of development, people prefer wireless telephone over wire line telephone because of convenience, affordability and handiness. The telecom sector has been growing continuously in Assam Circle. The share of wireless phone has been also increasing since last few years in Assam Circle.
BSNL expected to complete its portion of mobile network roll out project,in north east by 2018. The project envisages providing 2G mobile coverage in identified uncovered areas and seamless mobile coverage along National Highways in the North East region.
Increasing mobile phone penetration, especially in the non-urban areas, increasing competition, heavy investments in 3G and increasing consumer attrition have made network operators turn to value added service to secure their business.

Public relation in North East Region
Sensibility factors: Northeast Region which is considered as the most pluralistic and multicultural states in India. One of the most diverse region of India, both ethnically and linguistically. The region is also referred as the land of diversity. Diversity ranges from personality and work style to all of the visible dimension such as race, ethnicity, socio economics, cultural, education to work diversities such as management and union, functional level etc. Diversity in north east region is about an awareness of and sensitivity regarding ethnicity.
Importance of public Relation in North East region: Public relation plays a vital role for promoting goodwill and mutual understanding between the public and organizations. Public relation officers in NE region have to develop expertise or competencies to build relationships with diverse groups. These competencies include knowledge of a diverse ethnic cultural, habituation, and skill to communicate and interact successfully with diverse group. In order to reach the consumer, those creating communications campaigns must accurately represent the consumer marketplace and able to understand the cultural nuances within the target audience. Public relation officers in NE region needs to promote mutual understanding and favorable environment by building up relationships with multinational population that differ in literacy, caste, ethnicity, language, habituation, cultural etc.
Public Relation in telecommunication (NE region): with the growing adoption of new technologies and expansion of telecommunication industries, public relations professionals are called upon to deliver more effective messages, promote deeper understanding between an organization and its public, increase employee attraction and retention, improve corporate reputation and expand market shares in diversity segments of stakeholder publics. The telecommunication markets are growing rapidly with each innovation; PR helps an industry to sustain their market position. PR helps the telecommunication industry to promote goodwill and creates favorable environment. PR plays a vital role in telecommunication industries especially in NE region.
Effective methods used in Public Relation:
Public relations in Telecomm industries describe the various methods uses to disseminate messages about its product and services, or the overall image to its customers or the other interested members of the community. Following are the most effective method of communication that public relation is relies on:
Print: print refers to any material that consist news or article published in magazine, newspaper, periodical etc. public relation practitioner on telecom industries mainly turn into reputed newspaper outlets for latest information. Print media helps professionals to know about the feedback mechanism, and the view points of public as well.
Social media: it refers to an online or web based communication channels dedicated to community based input, interaction, content –sharing and collaboration. The growing online communities are having an impact on the way that public relations centered messages are sent and received. It is known for its immediacy and instant feedback mechanism.
Electronic media: electronic media refers to the communication channel through electronic gadgets mainly television and radio. Electronic media plays a crucial role promoting communication and the society through various ways.
Importance of Electronic Media in N-E Region:
Electronic Media plays an important role in the region like north- east India. North- East India consisting various groups of people characterized by unique ethnicity and different culture. The region referred as the land of diversity ranges from personality and work style. Electronic Media consider as the vehicle through which various messages are communicated to a large number of people that are spread over a vast geographical area and who have different mindsets; moral value, ethnical background, needs and preferences. Most of the people reside in rural areas than the urban areas, as it is combined animated or motion pictures, colorful images with audio messages or music with sound effects. It creates huge impact on the people residing mainly in rural areas. Low literacy rate is also the characteristics of this region. So, the messages disseminate through the electronic media covers more people than the other media like newspapers.

Electronic media contributes to the advancement of the business environment. Through the electronic media employees can exchange ideas in various forums promoting their works. It facilitates PR professional’s interactive communication with the internal and external public of their company. It does so by setting of avenue for a two way communication helping businesses adopt a different way of public relations.
Role of Public Relation in Jio through Electronic media:
Reliance Jio public relation believes the very essence of public relation is based on solid community- based strategic foundation. Reliance public relation assists clients in dealing with all media including traditional print and electronic outlets as well as social media. This includes placement of advertising and news releases as well as developing of new media strategies and tactics. It also deals in crisis situation and provides counsel as communication assistance. Jio aims a creating an entire digital ecosystem offering broadband applications telephone facility and smart device. Its offerings range from a wide library of recorded and live music programmes, television shows, sports programmes to movies. Jio money, Jio play and Jio join app are among the most popular jio applications.
Public Relation practice understands how to navigate ever- changing ecosystem because Jio has been owned the frontlines of the evolution since its inception. Its strategy, plan and services are disseminated through the electronic media that reach to the grass- root level in North- East region and for its effective promotion and implementation PR professional works on various grounds. So, the PR professional plans various campaign for people from different background an electronic media plays as an important role for the promotion of ideas and services on the region like North- East where innumerable cultural diversity defines the needs and preferences.

This project mainly focuses on the electronic media as a PR in North- East region. Regional news channels are being tracked to gather news related to Jio and other telecom operators. Some of the online versions of the regional news channels are selected for collecting and analyzing data relating to North- Eastern telecom scenario.
News tracking is the most important part public relation practitioners. It empowers brand communication and public relation efforts. There is nothing more valuable to a PRO than seeing his/ her company’s name appear in an article or news report.
List of North- Eastern regional channels:

News Live
News 18 Assam
Pratidin Times
Awm Chun
Zonet Today
APN News
Nagaland Post
Arunachal Pradesh
North- East Live
DD Arun Prabha
ISTV Network
DD Manipur
Headlines Tripura
Voice 24 Tripura
Shillong Today

The above mention news channels are most popular and watched in the respective states and consider as most credible sources of news.
Scope of the work:
Demographically electronic media reaches just about every audience segment in North- East region. Mainly here, we will discuss about the Jio and other telecom operator news in 7 states- Assam, Arunachal Pradesh, Tripura, Manipur, Meghalaya, Nagaland and Mizoram.

Analysis through a Case Study- My Findings
Jio’s contribution towards changing scenario of telecom sector in India
Data Speed- As per the Telecom Regulatory Authority of India, Reliance Jio topped the chart of 4G network speed for the month of April with an all- time high download speed of 19.12 megabites per second.
Global Standing/ Reputation- Since its launched Jio attracted 1 million subscribers in its first six months. India has reached 15th spot in the 4G availability globally.

Jio’s effects on other telecom operators
Mergers- Vodafone India and Idea cellular had merged to compete with the reliance jio network.
Regulatory plays a greater and active role- Airtel and gets competition commission of India (CCI) nod for merger with Telenor India.
Loss of Market share- Telecom stocks like Idea cellular and Reliance communication have lost 18% and 64% respectively since Ambani announced the launch of RJio. Idea posted a net loss of rupees 399.40 crore in financial year.

Challenges put to jio infocomm Ltd.
Competition more active in the market and more responsive-
Airtel filed complaint alleging practice by Reliance jio. But CCI rejected Bharti Airtel’s allegation against Jio.
Aircel launches data on demand. This will allow the customers to consume data as per their convenience of time and offers significant control over to the users for their data consumption.
BSNL establishes 25,000 wifi hotspots in small towns and rural areas of India.
BSNL increased per day data offering to 4GB at 3G speed under new prepaid mobile scheme priced at Rs 444 with 90 days validities.

Jio beneficial offers in Assam circle
Reliance Jio’s various benefits to Jio users of Dimapur district of Assam to ensure that all the user get superior data experience attractive tariff options that have been offered for subscribers to consume additional data beyond 1 GB per day as regular speed as the part of the Jio users.

Reliance has brought change in telecom market in India and Indian phone users with its Jio 4G services.
The lowering of tariff leads into more chaos in the market. Broadly there are two big changes Jio has brought to the market. After the launched of Jio the data price of other telecom was continuously falling.
Secondly, the bills become simpler.
As far as the consumer are concerned the market has changed for better services in cheaper cost on charging or maintaining the phone plans after the launch of Jio infocom Ltd.
Enhance role of regulator leading to better customer services
Jio with its 4G technology is truly an enabler, enhancing the quality of life of consumers. Thus we are stepping into digital India through the revolution of the digital platform provided by Jio.