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The Most Revolutionary Concept In Education PLANMAN CHE CENTRE FOR HIGHER EDUCATION, Supported by IIPM India’s Leading B-School

“In the western countries, it is the cable wire that also delivers broadband, and the companies should be looking at making use of the cable wire that is going in every household to make broadband popular,” informs, Sukanta Dey, President (Emerging Business), Tata Teleservices. It does sound as an innovative solution but is a misfit in the Indian context. “The cable broadband would require an integration of the broadband with the cable operators but as of now the cable sector itself is highly unorganised,” explains, Prashant Singhal, Telecommunications Leader, Ernst &Young. There are a great deal of synergies possible between cable and broadband as is seen in several developed markets where IPTV (a combination of these services) has gained much popularity. However, even though cable operators have fired all cylinders for market penetration, strangely broadband operators have remained numb. As a matter of fact even players like Sify and Hathway, which offer both broadband and cable while being around for quite some time, have not been able to do much in this direction. Apart from these there are BSNL and MTNL who are offering triple play services but the lack of awareness of their offerings ensures that there are no takers. The telecom market leader has just entered this arena with the launch of its IPTV (available only in Delhi) and it is expected that it would undertake some form of branding exercise in order to increase awareness. Sagar Mahableshwar, NCD, Redifusion Y&R, (agency for Airtel telecom service) reveals, “We are working on a campaign on broadband and it would be on air shortly.”

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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