Bsnl Change Management Strategy

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BSNL competitive portfolio & Change Management
M Ramesh, Synopsis:
Bharat Sanchar Nigam Ltd. formed on 1st October „2000, is one of the largest & leading public sector units providing comprehensive range of telecom services in India. They operate under 13 different brands. Their customer base as on July 31, 2011 was at 95.14 Million.

BSNL has an installed Network in the country comprising about 43.74 million line basic telephone capacity, 8.83 million WLL capacity, 72.60 million GSM capacity, 37,885 fixed exchanges, 68,162 GSM BTSs, 12,071 CDMA Towers, 197 Satellite Stations, 6,86,644 RKm. of OFC, 50,430 RKm. of microwave network connecting 623 districts, 7330 cities/towns & 5.8 lakhs villages.
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Has it redefined its mission from a state run entity, interested in nation development to a corporate that has to deliver to its owners and stake holders? 3. What are the investments that have been made or planned to be made, in order to provide world class State-of-art technology telecom services on demand at affordable price and to provide world class telecom infrastructure to develop country 's economy. 4. What has been done towards continuous innovation in product and delivery of services with the appropriate pricing is the key strategy for developing the trust in customer so that he keeps his loyalty with BSNL. 5. BSNL can target to acquire more than 50% of new acquisitions while maintaining existing clientele. How will this be done? 6. Today landline base is reducing across the globe, BSNL, to be a Significant Market Power (SMP), must increase it base to over 80%. 7. Ultimately it is the quality, customer care, and timely availability apart from price, which will matter. What are the actions being taken towards these critical success factors? 8. Can’t there be just one brand i.e. BSNL? Has there ever been an examination of their revenue break-up? Currently there are 13 brands that have to be developed and positioned. 3|Page

9. There are certain distinctions that BSNL has, like being awarded the most trusted telecom brand in year 2003 & 2004. They received the Golden Peacock award for Best Corporate Social responsibility. How can these be

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