LITERATURE REVIEW:- Mobile Number Portability is not very old term even though it s very hot and interesting topic to do research and investigate

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1 LITERATURE REVIEW:- Mobile Number Portability is not very old term even though it s very hot and interesting topic to do research and investigate into from different perspective for strategy makers and researchers. Many studies has been conducted and going on in many countries. Researchers have focused majorly on implementation of MNP, Switching cost, Government Policies and regulations, Benefit to the operators and customers as well, Competition in the market and the steps taken by operators to retain existing customers and to attract other operators subscribers and consumer take ups towards MNP. A. Gautam (2013) A study on (below the line) promotion strategies of telecom industry in western (U P) circle (India) with special reference to Reliance Communications A study on promotion strategies of telecom operators conducted in reference of UP West Circle taking focusing on Reliance Communications and concluded that most of the promotional schemes focused on increasing market shares by free flow information about services and offers and doing advertisements. RIL aggressively launched services and organized road shows to establish a strong communication between themselves and subscribers. They introduce services in last few years like India Calling Card, Mobile TV, and Internet on the move and One India Plan successfully in UP West Circle. These initiatives changed Market paradigm A. Siwach et al (2011) Mobile Number Portability in India This study defines what is MNP technology & its impact on cell phone industry. Study observes and determines the types, benefits and the technical, operational and economical issues that might turn out its implementation in India. Author discusses the need of Central Reference Number database or system of network database & network requirement, call routing and other technical aspect(like All Call Quarry, Call Dropback, Quarry on Release-QoR, Onward Routing - OR). MNP benefits both parties i.e. Network Service Providers and Subscribers as well. It makes possible for NSPs to offer their service subscribers direct access without changing their existing mobile number, more inbound traffic, Higher Customer Loyalty, Company Value etc. For Operators it makes possible to better control over the quality of the routing. If we talk from the

2 service subscriber perspective then MNP gives freedom to change NSP without changing their number, to change service mix etc. B. K. Otoo (2013) The effect of Mobile no. Portability on the market share of Telecommunication operators in Ghana A study conducted in Ghana on MNP shows that only 1.6% mobile subscribers/users are active. After MNP took place operators loose/gain the number of subscriber. Market shares lost was significant especially in case of leaders. For example due to MNP, MTN lost 5% of overall market share and TiGO second leading telecom operator lost his pride to Vodafone. B.K.Suther et al ( 2011) A Study On Consumer Behaviour After Mobile Number Portability with Reference To Gujrat Circle This study investigate the impact of MNP on consumer behaviour and how it strained to companies to change their marketing strategies.authors has taken around 645 responses during their survey.they analyzed data by using Z-test to determine the response towards MNP from users and explore the factors who encourage the subscribers towards MNP. After testing and analyzing the data they found that the major players in industry who determine the market and hold around 71% of the market share are now facing a tough competition from small and new comer operators holding less than 1% market share.from this study it would be concluded that every NSP has some dissatisfied consumers and these customers could opt MNP to get rid of their dissatisfaction. Buehler et al (2004) Mobile Number Portability This stud y has been undertaken on Mobile Number Portability. Paper tries to develop a model focussed on MNP that to produce a reduction in prices for customers. It also has been realized that increases for new customers will be more than offset by decreases for existing customers. This model is very effective and adopted by various network service providers. Dong Hee Shin (2006) A study of Mobile Number Portability in United States Study examines the factor playing important role in mobile number portability in United States. Study has been done on 684 US mobile subscribers to know how they perceive and behave towards MNP and it affect consequently. They identified some switching barriers like switching cost and other hidden cost lock in period were perceived high by the subscribers. Study shows that mobile number portability has

3 directly affected industries and service providers more than subscribers. Faizal Sajjad et al (2012) Role of Benchmarking in Total Quality Management: Case Telecom Service of Pakistan This study examines the importance of Total quality Management and Organizational Performance. This study evaluates the benefits that can be achieved by successful implementation of TQM practices. Sajjad et al concluded that implementation of Total Quality Management practices has left very positive effect on outcome and that results out as an improvement. Study reveals that implementation of TQM practices gives an edge in the productivity that ensures excellent profitability. It makes able to tackle with competition in market and it reduces the cost, rework level, customer complaints very effectively and hence to stay in business in long term. K.L. Boateng (2013) Mobile Number Portability on Switching Trends Among Subscribers Within the Telecommunication Industry in A Ghanian City Vol.13, No.4, p Lee et al (2002) The Impact of Switching Cost on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France. Lee et al did a study on the connection between service quality and customer satisfaction and loyalty in telecommunication market. He stated service quality is an utmost factor followed by the customer loyalty. Through this study authors have established strong relationship between customer satisfaction-loyalty and service quality and elaborated that how it leads retention of existing subscription base and new acquisitions. M. Jainuddin et al (2012) Mobile Number Portability in India. A study carried out on MNP s technical aspect and how it takes place. Author explained the technical requirements, challenges call routing cost (In case of ported number.) & technical terminologies like MSISDN, Identification number, directory number. He also makes clarity on technical and non technical procedure involved in mobile number porting. As per government statistics about 68% mobile number subscriber changed their phone number once in a year. After completion of MNP it is supposed that only those subscribers will change their number who really needs it. M.Sathish et al (2011) A study conducted on switching behaviour of subscribers in

4 telecommunication industry in 2011 in reference of Chennai. In this study authors have tried to identify the factors which affects the subscribers behaviours in switching the MSPs, They identified some factors like call rates network coverage and quality, data calls customer service VAS advertisement etc. Study opens the fact that call rate followed by network coverage play most effective role and customer service & advertisement play least significant role decision making process. ( M.S. Kimutai et al (2013) Mobile Number Portability: A Case Study of Kenya This study has been done to evaluate the performance of M.N.P. in Kenya just three months later its operation in year It also made a comparative study with countries like Sweden, Finland and Hongkong. Authors made a study of MNP framework and procedures and finally seeks reversal possible in case of dissatisfaction of customer with the service provider who moves to and in parallel made a reference how perform the service in other markets in order to comparative observations. As was anticipated by Communication Commission of Kenya, the response was too slow in compare of the money involved in infrastructure developed and the advertisement done in print and electronic media. Out of 50 million users only 300 people applied for MNP in first week of it launch. Delay in porting also recorded in porting request completion and also observed that one operator was blaming another for delay. Some cases are also pending with court accusing some service providers for this delay. So obliviously, there is much scope for improvement in MNP operation and implementation. It has also been observed that operators were forced to their marketing activities more intensively to retain their existing subscriber base. In fact MNP has left more effect on marketing part than others. Some operators having larger share of market introduced customer retention strategies like special price deals, reward scheme, point accrual scheme etc. P. Kumar (2013) Challenges And Opportunities Indian Rural Market A study carried out on Challenges and Opportunities of India Rural Market. He has tried to outline the significance of rural market to elaborate the changes adopted in marketing strategy by company to combat with against the competition of the market after liberalisation in Around 70% consumers live in rural market and it is very

5 important to stretch the rural market to reach out 70% consumers in a better sense. Study is important to understand rural consumer behaviour in reference of Telecom Products as well. Park Myeong Cheol et al (2007) Demand for Number Portability in Korean Telecommunication Market: Contingent Valuation Approach Study highlights some problems in the way of MNP. He identified that time procedure of implementing MNP are the biggest problem before the policy makers. Park et al did an empirical study by estimating consumer demand for MNP. He applied Cost Benefit Analysis and for this purpose he collected empirical data from Network/Mobile service providers. This study examines that how the cell phone subscriber s appraised willingness to pay for the MNP see-saw socio economic characteristics like gender, income, age etc. They also tries to identify, is there any brand effect problem or not and tries to find out the way to implement Mobile Number Portability not effecting competition negatively. The study also discloses the demand of MNP was on higher side than appraised considering average monthly payment of the subscribers. P.S. Vaghela (2012) Customer Preference for Mobile Number Portability In this study survey has been done on Karnatak, Andhra and Rajashtan and a serious effort to diagnose consumer s view to understand pro and cons of MNP from their perspective and how it affects on competition environment in the mobile telephone industry. Result shows subscribers are not only aware about MNP but also well informed about the procedure of using network coverage, service quality, customer care are the main essence to switchover from one service provider to another service provider. These results elaborate complete scenario of Indian telecom industry because these three states have maximum number of porting requet. R.K. Yadav et al(2013) Effects of Mobile Number Portability in Telecom Sector: A Case Study of Idea Cellular Ltd The basic purpose of study was to examine effectiveness of mobile number portability in telecom industry and to achieve this objective authors have chosen Idea Celleula, one of leading telecom operator in country because Idea Cellular was the first operator who implemented in its system MNP first time in India. Idea Cellular became utmost priority of customer by offering

6 good network coverage, lower call rate, Value Added Services on minimum charges, huge investment in advertising, disturbance free network backed by state- of- art customer services. Authors have also given some suggestions like: Operator should offer relative services according to the profile of customer, operator should focus on building long term loyalty by offering lucrative services to existing subscribers, operators should also focus on attracting new entrants and existing customers of competitors by offering their services strategically. S. Paulo et al (2011) Competition in the Brazilian Mobile Telephone Segment This study reveals that Brazilian mobile user is most paid user amongst the 154 countries. Study was focused on the competition introduced amongst the mobile telephone service operators after implementation of mobile number portability in Brazilian Telephone Mobile Industry. They used Prisoner s Dilemma Game Theoretic Model to process the primary data and reach on a conclusion. It has been sought that market didn t face any subscription fee reduction after implementation of MNP. It was just too contradictory in comparison of other countries at where MNP has been implemented. S. Singla (2011) Mobile Usage Patterns among Indian Consumer An Exploratory Study This study investigate & tried to understand consumer behaviour of mobile phones in Ludhiana & Sangrur Districts. It also consider their satisfaction level and technical and non technical factors influencing their satisfaction level. Though price and functions are most influence essence but along with these price, audibility network accessibility are also play important role in purchasing of new phone set. This study considers the gender effect also plays a considerable role. Study reveals that 57% male consumers has given importance to quality of mobiles followed by price, features, brand and style of mobiles. Analysis of satisfaction level is based on five points scale ranging from dissatisfied to fully satisfy. Only 14% consumers were satisfied and only 8% were fully non-satisfied. Stefan and Justus (2004) "Mobile Number Portability The study was based on analysis of competition in industry after implementation of Mobile Number Portability and ignorance of subscribers about Mobile Number Portability. Stefan et al

7 analysed relationship between competition and ignorance. Through their analytical framework they shows that Mobile Number Portability will bring substantial changes in cell phone service market. The study also discuss on policy implications and social welfare effects of MNP. Study also concluded that cell phone subscribers are not going to get benefitted in case the network service providers are close substitutes of each other or playing friendly match. Suresh A.S. (2011) MNP Opportunities and Challenges study explores opportunities and challenges in Indian telecom market limiting their concerns to MNP taking into consideration demographic size of telephone subscribers in the country. The study evaluates the MNP as a tool which will benefit the subscribers in getting improved services on a decreased cost. This study examines whole procedures involve in MNP in terms of implementation, evaluation and how it effects to various network service providers in the market from various aspects covering charges involving portability benefits to customers and service providers.authors has done evaluation of MNP considering gain and loss of port in port out comparing all major telecom service provider in Indian market. As per study only five NSP s ( Vodafone,Aircel,Idea,Airtel,Docomo) has been benefitted from MNP.Study also reveals that percentage of prepaid customers availed MNP is equal to or higher than post-paid customers. V Haridasan et al (2011) CRM Implementation in Indian Telecom Industry Evaluating Effectiveness of Mobile Service Providers Using Data Envelopment Analysis. A study done on CRM implementation and how it affects the efficiency and effectiveness of Mobile Service Providers strategy to secure and customer loyalty and be a customer centric. This study especially to get it out how the companies are practicing the CRM and the way it is affecting the service quality of MSP s. Authors has made attempt to use Data Envelope Analysis, an operation research Technique to evaluate the effectiveness of Network Service Providers, a specially a set of providers offering their services in Chennai, Tamilnadu India. Authors have highlighted four main benefits of CRM 1) Identification 2) Differentiation 3) Interaction & 4) Customisation.

8 Viard (2007) Viard B, Do switching costs makes markets more or less competitive? The case of 800-number portability, RAND Journal of Economics, vol. 38, 2007, p This study tries to diagnose that whether the switching cost involved in mobile number portability make cell phone market more or less competitive by doing a close study of Toll Free Mobile Number Portability case. Viard did study in two parts; in first part he has considered long distance service through contracts of AT&T virtual network service provider. He concluded that MNP has no significant effect on prices of toll services which were always portable. He also appraised that number portability services lowered toll free prices by 14% approximately and concluded that when switching costs declined, companies reduced their prices. W.O. Larkoty et al (2012) Mobile Number Portability in Developing Countries: Its success and Failure. Case Study West African Sub Region This study examines the need of Regulation authorities, so that a close monitoring would be possible and precautionary measure could be taken on time. The study recived reactions on the effectiveness of MNP and its impact on making available the required flexibility and freedom to the consumers. They developed a technology acceptance model attempting to predict the other relative facts. By implementing this model we could reefine the success and failure.