Management of Next Generation Telecom Services in an Emerging Market: a Strategic Approach

The telecom services now have been recognized world over as an important driver for socio-economic development for a nation. It is one of the prime services needed for rapid growth and modernization of various sectors of the economy. As on March 2010, the Indian telecommunications network with more than 600 million connections is the second largest in the world. With changing technology, up-gradation has become inevitable. Next Generation Telecom Services are these up-gradations in telecom services offered to consumers. Success of these next generation services offered lies in its adoption by users. In this study, we have explored the market structure and strategic positions of various key players of Indian telecom industry, and have identified the various factors which serve as inhibitors and enablers in adoption of next generation services. Perceived usefulness of services offered and innovative marketing practices have emerged as enablers, while price and switching cost have emerged as inhibitors in adoption of next generation telecom services.