By Associated Management Consultants (P) Ltd. | Published on : March 24, 2013
Issue: IJM-Dec12-Article6-Challenges In A Commodity Offering – Indian Telecom Services (GSM) (10 pages)Add to Wishlist
About this issue: This paper is a theoretical research on the effect of branding in the Indian Telecom Services (GSM). Currently, number portability, dropping average revenue per user and a market approaching saturation presents challenges for cellular service providers. One of the fundamentals in branding is that a strong brand should give certain pricing power to its parent company. This is not observed in the telecom industry as average revenue per user is consistently declining. This paper highlights that the telecom service is becoming a commodity from the consumers' point of view. The only differentiation that may be experienced is the network availability More
About Indian Journal Of Marketing: INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.
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