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Shivkumar Mudaliar

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Shivkumar Mudaliar

Business Head – Tamilnadu Circle

Unitech Wireless South

Shivkumar Mudaliar is a member of:

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Differentiate Strategies in place with your Competitors.

Being a late entrant, our Go to market strategy based on two fundamental pillars "Best in mass market distribution" and "Best in basics" has given us the edge. Our distribution strategy is centered around- Partnership approach with trade fraternity, unique Retail Sales executive model and E2E robust technologically superior back end infrastructure. In a growing multi player market, we firmly believe, there is always a place for an Operator who provides Basics. We have been proved right. The Entire strategy is built around People- Best in class , empowered and with best remuneration structure which Group Telenor is know for across the globe.

Unique strategies that gone unseen or a superhit.

Indians have traditionally been value seekers. Our unlimited value proposition has given us adequate traction in the market place. Uninors Location Based differential Discount Tariff is a unique concept launched in Indian telecom market.

Market share Captured.

Healthy 3.86% (Nov2011). Uninor has been the fastest growing Operator across the country having crossed 25 million subscribers with 13 launched circles .(within two years of launch)

Positioning products in market

Best in class tariffs for voice calls, especially local voice calls.

From a customer point of view Purchasing of a product Is

Influence from peers, retailer, price offers and perceived network coverage

Brand Identity creation

Our focus has been on the on the young aspirational Indians. Our communication and customer contact programs have centered around this TG. Identity gets created over time. Uninors BLUE propeller (logo) has been a refreshing change what Indian market has seen in the recent past.

Company description & strategies in place

Uninor prides itself for its unrelenting focus on aspirational Indians. Our entire Marketing strategy including communication has always been on providing relevant products at competitive price points backed up with on ground customer contact programs. Delivering Easy to understand Prepaid plans, backed by best Customer service to the prepaid segment is the value proposition what we drive.

Todays Marketing Trend

In Telecom marketing, though usage on plain voice calling (local ) continues to grow, the growth rate of data usage outstrips voice usage growth rate. In communication /media strategy, print & radio media are on decline while spends on TV and BTL continue to grow.

Biggest pain point

In Prepaid Business, Multiple Sim Card induced wavering loyalty is a pain point.

Thoughts on Social Media Monitoring Tools

Socially responsible usage of social media would help in having higher connect with youth segment. Self regulation is the best mode rather than getting into a monitoring mechanism which brings in all unrelated bias.

Some of the Marketing Appeals & Tactic

Customer connect/engagement program at the ground level has enabled us to take our value proposition to the target. We have been successfully doing BTL activities to target STD-migrant segment, college activity to generate buzz and engage the target base for GPRS and build On net communities.

Opportunities for Business in 2012- the ways to take advantage of them

The major incumbent players who having attained critical mass would go behind 3G/data led revenue, leaving behind the new the emerging low/mid value seekers. We aim to fill that slot to build our growth.