Scribd Logo
Upload

Welcome to Scribd!

  • 61 views

    BSNL Change Management: Submitted by Syndicate 1

    Uploaded by

    varunikakhare
    The document summarizes BSNL's change management efforts to transition the organization from its current state to a desired future state. It discusses BSNL's failures in the past due to aggressive competition and lack of technology alternatives. It then outlines BSNL's new schemes like franchisee model, FTTH rollout, Blackberry services, and WiMax services to revive the organization. It also discusses BSNL's rebranding strategy and restructuring efforts with consultants to develop a shared vision and focus on core businesses.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    BSNL Change Management: Submitted by Syndicate 1

    Uploaded by

    varunikakhare
    61 views30 pages
    The document summarizes BSNL's change management efforts to transition the organization from its current state to a desired future state. It discusses BSNL's failures in the past due to aggressive competition and lack of technology alternatives. It then outlines BSNL's new schemes like franchisee model, FTTH rollout, Blackberry services, and WiMax services to revive the organization. It also discusses BSNL's rebranding strategy and restructuring efforts with consultants to develop a shared vision and focus on core businesses.

    Original Title

    Syndicate 1

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes BSNL's change management efforts to transition the organization from its current state to a desired future state. It discusses BSNL's failures in the past due to aggressive competition and lack of technology alternatives. It then outlines BSNL's new schemes like franchisee model, FTTH rollout, Blackberry services, and WiMax services to revive the organization. It also discusses BSNL's rebranding strategy and restructuring efforts with consultants to develop a shared vision and focus on core businesses.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    61 views30 pages

    BSNL Change Management: Submitted by Syndicate 1

    Uploaded by

    varunikakhare
    The document summarizes BSNL's change management efforts to transition the organization from its current state to a desired future state. It discusses BSNL's failures in the past due to aggressive competition and lack of technology alternatives. It then outlines BSNL's new schemes like franchisee model, FTTH rollout, Blackberry services, and WiMax services to revive the organization. It also discusses BSNL's rebranding strategy and restructuring efforts with consultants to develop a shared vision and focus on core businesses.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 30

    BSNL Change Management

    Submitted by
    Syndicate 1
    What is change management?

    Change Management is a structured approach to transitioning


    individuals, teams and organizations from a current state to a
    desired future state.

    It is as organizational process aimed at empowering the


    employees to accept and embrace changes in their current
    business environment.
    Managing Change is about being one step
    ahead of rivals , setting trends and leading
    change in order to survive and prosper.
    About BSNL

    • On October 1, 2000 ,the Department of Telecom Operations,


    Government of India became a corporation and was renamed
    Bharat Sanchar Nigam Limited (BSNL)

    • BSNL is now India’s leading telecommunications company and


    the largest public sector undertaking

    • Operates basic, cellular (GSM and CDMA) mobile, Internet


    and long distance services throughout India (except Delhi and
    Mumbai).,MPLS-VPN, VSAT, VoIP services, IN Services etc.
    The change management involves the trial run of a new product
    or service, a takeover, a merger, redundancies or a large-scale
    growth or decline.

    • Organizational culture • Teamwork


    • Management structure • Leadership
    • Management of change • Financial planning,
    budgeting and cost control
    • Marketing measures
    • Business process
    • Training/recruitment improvement
    FAILURES
    • In December 2000, the waiting list had crossed 36 lakhs - an
    all-time record - while dues at the end of the last fiscal were
    15 % of the total income.

    • Since 2003, BSNL, was reportedly facing problems in retaining


    its existing landline customer base.

    • During 2007-08, around 1.8 million landline connections were


    surrendered by customers.

    • Revenues dipped by about 12 percent in 2008-09 to over Rs.


    33,000 crore
    • In Feb 2010, the employees' associations of BSNL have sought
    Prime Minister Manmohan Singh's intervention, demanding
    change in management and induction of professionals in the
    Board to operate the state run telco.
    BSNL wants Sam Pitroda, IT adviser to PM, to take up their
    case.

    • Last Mile Unbundling :


    2009-10, Bsnl employees' associations opposed unbundling of
    last mile connectivity due to potential loss of jobs. Thereby
    leaving BSNL handcuffed.
    REASONS OF FAILURE
    • Aggressive competition posed by Bharti Airtel ,Vodafone and RCOM
    • Deteriorating Market Share.
    • “I am the King” attitude of BSNL
    – DoT thought it was doing favour to Indians by providing landline connections
    – No facilities , special offers to the customers
    • No technology alternatives
    • Political interference ,red tape and sluggish decision-making
    • High Employee costs (30% of its revenue)
    • Absence of professional management at the Board level at BSNL
    • CRM, CSAT?
    • No confidence of the organisation with its employees' associations .
    Change with the Changing Time
    INTRODUCTION OF NEW SCHEMES
    INTRODUCTION OF NEW SOLUTIONS
    FRANCHISEE MODEL
    • BSNL bill payment service (BBP)
    – based on franchisee model
    – works round-the-clock
    – based on electronic payment method
    – totally secured and reliable
    – No extra cost burden to customers.
    – Pune is the first city in the country to float the service which will be
    introduced in other cities soon.
    BSNL Begins FTTH Rollout
    • BSNL-Sterlite Technologies Rs 372 Crore
    contract.
    • BSNL, one of the largest telecom service
    providers globally, will be the first telco in
    the country to deploy commercial scale
    Fiber-to-the-Home network.
    • The current phase of the FTTH network
    would be capable of providing high-speed
    internet, IPTV solutions, VoIP, and other
    VAS to about 500,000 subscribers
    • BSNL Blackberry

    • Live Tutor
    – The concept is to provide online learning from
    kindergarten to 12th standard. To have this
    facility in the phone one requires broadband
    connection, personal computer, and videophone.

    • Wimax services
    – Internet facilites offered on the move with
    unlimited access. 
    BSNL : WiMax roll-out
    • BSNL wants to be the first to roll out
    wireless broadband on the 2.5-Ghz band.
    • While private telecom companies have to
    bid for spectrum in this band, BSNL and
    MTNL will get automatic allocation.
    • Broadband services on WiMax technology
    promise high-speed Internet access on
    laptops and mobile handsets .
    • Two-stage bidding
    BSNL : Revamp Branding Strategy
    • Uniform Branding for various products and services
    • Changed its main logo
    • Previously BSNL used different brands names for their product and
    services
    • The move was in line with the industry trend where large integrated
    operators are offering all of its services under a single brand
    • BSNL was a well known brand even in remotest of villages, its other
    brands such as Excel and DataOne were not as popular, a single identity
    would make it easier for consumers to relate to the brand
    • The move also help BSNL in promoting only a single brand rather than
    creating a separate marketing strategy for individual brands
    Before Now
    Before Now

    MPLS VPN

    WEB Hosting services

    BSNL Triplay
    BSNL : Revamp Branding Strategy
    • Uniform branding also makes it easier for BSNL brand managers to work
    on creating an identity in the minds of consumers
    • With so many operators vying for a market share in this highly competitive
    sector, it was important that BSNL does not confuse its subscribers with a
    large number of brand names
    • Uniform branding simplifies it and enables BSNL to stand out as well
    known brand across the country
    • Change their brand ambassador
    • Spend around Rs100 crore in advertising and marketing
    BSNL : Revamp Branding Strategy
    • Cost Implementation for Rebranding was 90 Crore
    • Benefit after Rebranding, Net profit before 2007 was 7805crore, Net
    profit on 2008 was 9939crore
    Revival through JVs and Tie-ups
    • Bharat Sanchar Nigam Ltd has chosen the US-based SOMA
    Networks to deploy the world’s largest mobile WiMax
    network in India
    • Bharat Sanchar Nigam Ltd. (BSNL) and Mahanagar Telephone
    Nigam Ltd. (MTNL) are in talks to form a strategic partnership
    for offering international long distance services
    BSNL Wireline Broadband Deal
    • 8,61,459 wireline broadband connections with speed of at least 512 kbps
    always on, shall be provided by BSNL with subsidy support from the USO
    Fund.
    • The rural broadband connectivity will cover Government, institutional
    users, gram panchayats, higher secondary schools, public health centres
    and individual users.
    • BSNL will set up one kiosk from each rural exchange for providing public
    access to broadband services.
    RESTRUCTURING
    • PAST
    – Lack of well-defined strategy
    – Lack of shared aspirations
    – Lack of core teams
    – Lack of performance linked incentives
    Restructuring…
    • Initiated by Corporate office
    • Various initiatives
    – PCO retention (“Dosti”)
    – Mobility sales and distribution (“Vijay”)
    – Revenue assurance (“Kuber”)
    – Cost efficiency (“Sanchay”)
    • Core Teams
    – Project Sponsor
    – Project Champion
    – Project Coaches
    Restructuring…
    • Project Sponsor
    – Director/Executive Director in Corporate office responsible for
    providing overall guidance , monitoring execution results, providing
    policy inputs and resolving key issues that require senior management
    attention
    • Project Champion
    – CGM/GM level officer at corporate office responsible for monitoring
    overall execution results, preparing policy guidelines, resolving key
    issues on day-to-day basis
    • Project Coaches
    – GM/DGM level officers at corporate office responsible for day-to-day
    execution of project, working with circle/SSA level teams, monitoring
    results at circle/SSA level, troubleshooting issues on day-to-day basis
    Restructuring…
    • Restructuring with the help of consultancy from BCG
    • Project “SHIKHAR”
    • Objectives :
    – Develop a shared aspiration
    – Well defined strategy
    – Focus on Core and new businesses
    – Defining right organizational structure & HR policies
    Restructuring…
    • Reviving Enterprise Business
    • Increased focus on the newly formed business verticals
    – Managed Network Services
    – Tower Sharing

    • Other Plans
    – Outsourcing
    – Overseas operation

    TO BECOME “NUMBER ONE” GSM PLAYER BY THE END OF 2010


    Thank You…

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy