Survival in a Competitive Market: A Study on Mobile Telecom Operators in India

The Indian telecom market is the second-largest telecommunication market in the world. The market is fiercely competitive due to the rising subscriber base and increasing demand for network connectivity. The present study tries to analyze the strategies and policies that determine the survival of the mobile telecom operators of India. The focus is also on the benefits and drawbacks of various factors that eventually lead to the success or failure of these companies. The study is based on an exploratory research method where 30 doctoral theses have been reviewed, and secondary sources, namely valuable reports, and websites, have been referred to. Gleaned from the literature review, it is found that with efficient policy-making, the Indian telecom industry deliberated on infrastructural support, technological advancement, and industrial development. The success of an organization depends not only on effective telecom policy structure but also on customer loyalty, customer retention, marketing mix, service quality, and corporate image of the telecom operators. All these factors positively influenced customer perception and satisfaction and motivated customers’ buying decision to have a competitive edge in the telecom market.