Crafting market entry strategy for a telecom software solution provider in India

Abstract

The Telecom Industry is entering a time of rapid change: The drivers are from multiple sources -- technology, the consumer and market forces such as deregulation. Technologies have reached a critical point of enablement, the consumer is increasingly sophisticated with higher than ever expectations. At the same time, traditional markets are blurring across geographies, whilst convergence is happening across traditional industry sectors; for example Telco and media, banking and Telco. Further, the rate of convergence and cross-over between the telecom industry and media, web, entertainment, publishing and information players is intensifying. As the market dynamics changes, we increasingly see Telecom service Providers (Telcos) offer converged services, e.g., prepaid and post paid, voice, data and content, fixed and wireless, and next generation multimedia. In particular with the need to maintain and grow revenues, Telcos need to consider the entire Order to-Cash process for such bundles and mixed offerings, and understand all the customer, OSS and BSS touch points. With this evolution in mind, the telecom software solution providers must tailor their offerings to meet the changing need for the Telcos. To keep pace, the software vendors need to look at not only their direct customers but also their customer s customers the end consumers. This project report is attempted to analyze market entry strategy for a telecom software solution provider to enter into India telecom market. The different consumer segments in India market have been studied. A resource-based view of the firm, including core competencies and capabilities, has been established. A fundamental value based strategy has been established based on value proposition in each segments.