Broadband Service Provider

Earlier we used to track ISP brands for enterprises only because Internet

broadband penetration was pretty low in the country.

However, this has changed now, with the number of broadband users crossing 4

mn. It's therefore, important to understand the state of key service providers

in this segment.

BSNL continues on its rampage of increasing its reach and customer base, and

in the process managed to get thei highest score on our Users' Choice future

readiness index. This makes it the winner for this year in this segment. This is

not surprising given its expansion plans for rural India, and its upcoming USD

10 billion IPO.

If it wants to attract higher consumer share, then it needs to focus on

improving its brand persuasion and pull, where it's at 6th and 3rd positions

respectively. Reliance tops the charts in brand persuasion as well as brand

pull.

Airtel is the second fastest moving brand, and with a future readiness index

of 56%.

Coming to brand loyalty, BSNL enjoys the highest brand loyalty of nearly 50%,

followed by Airtel and MTNL. The remaining players have loyalties of less than

30%, i.e. the number of existing customers who're not likely to shift to another

player in the near future. So they obviously need to move faster and improve

their customers' loyalties.