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Market Entry Strategies Case Study
Case Title:
Reliance Infocomm’s Teething Troubles- A
Publication Year : 2006
Authors: Shruti Khatri, Prof. Dhananjay Keskar
Industry: Telecom
Region:India
Case Code: MES0054P
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
This is the first of a two-case series. Considering the boom in the mobile telephony market in India, Reliance Industries, India’s biggest business house makes a foray into the Telecom and Information Technology sector. Reliance launches its services as Reliance Infocomm and offers a bouquet of services like mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services. Reliance Infocomm’s launch is widely awaited by the public as it is expected to bring about a revolution in the mobile telephony market. The service looks promising with its innovative technology, features and low prices. As Reliance Infocomm is launched across the country, top officials are confident of its success. The market reality though is something different. The company faces teething troubles and market response is disappointing. Infocomm management wonders if they can turn the disappointment in to a success.
Pedagogical Objectives:
- To discuss the launch of Reliance group in the telecom sector and the initial problems that it faced
- To briefly discuss the Indian cellular telephony market scenario and existing players.
Keywords : Reliance Infocomm; Market Entry Strategies Case Study; Telecom sector; Infocomm Rollout; Teething Troubles; Dhirubhai Ambani Entrepreneurs; CDMA; Cellular Telephony
Contents :
Introduction
Cellular Telephony in India
Background Note
RIM’s Cellular Schemes at the Time of Launch
The Reality of the Market Place
History of cellular telephony in India
Reliance Group of Companies
Additional Readings and References
