Abstract

The case examines the emergence of BSNL as the leading company in the Indian telecom industry in early 21st century. It explores in detail the changes taking place in the industry through the early 1990s - primarily the entry of private players and the emergence of cellular telephony. The case takes a look at the circumstances that led BSNL to enter the cellular and WLL segments. Detailed information is provided about the reasons behind the rapid growth of its cellular services. The case also discusses the criticisms leveled against BSNL's services and strategies, and the initiatives taken by the company to address them. Finally, it discusses the threats facing BSNL in the light of the changing regulatory and competitive.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The nature of the Indian telecom industry market in the early 21st century.

Keywords

BSNL, Indian telecom, 21st, 1990, private players, cellular telephony, WLL, rapid growth, criticisms, services, strategies, regulatory, competitive