Hyderabad June 2016: From humble beginnings in the early 90’s, the growth of the telecom industry has not only been palpable, but continues to grow at a phenomenal pace. Undoubtedly, India is one of the fastest growing telecom markets and is next only to China in terms of volume of subscribers. From around 453 million subscribers by the end of 2014, the industry has grown to over 500 million subscribers by end 2015, who are spread across the various telecom service providers in India.
With perhaps one of the lowest tariffs, the industry is also one of the most dynamic. The very nature of this competitive industry plays a major role in the growth and development of the nation, enabling enhancement of income levels, generating employment opportunities and improving livelihoods of SME’s, sole traders and people running small businesses. Pundits predict that over the next few years the telecom sector would account for approximately 4 million jobs, either directly or in directly.
In order to service the vast population of ever growing subscribers, it is of utmost importance to have a wide distribution and retail network. The industry today has perhaps one of the largest networks of distributors, retailers and their own brick and mortar outlets. With so many players vying for their share of the pie, competition in this market space is fierce. Captains of the industry have realized that their access to this vast market is not only through the competitive and unique plans they offer their customers or massive network roll outs, but also through the relationships they build and transparency of their communication with their extended business family, the industry’s trade partners.
Today, relationships have gone beyond the usual gamut of incentives and prizes that were the customary business models; and have evolved to building deeper human connections with not only the trade partners but also with their families.
“There are many organizations and establishments that render services to a plethora of customers, but when I go beyond rendering services and reach the realm of connecting with people, I then know that I am having a good day at work, says Sateesh, a trade partner of Aircel in Telangana for over six years. “I always have a good day at work. This is the type of service that I receive from the company and hence am able to replicate that to my customers. It is important to share joys and the best way to share joys is by giving a little extra. This does not mean materialistic extras, but just engaging with people and understanding them, their needs and helping solve queries as if they were my own. This approach has helped me grow as a businessman besides as a person. I feel a part of the Aircel family and many of the company’s representatives have grown into close friends. You see, relationships need to be developed, but when the approach is genuine, they develop at a rapid pace and last forever”.
“It does not matter how big or small a company is, what matters is how genuine are the people you deal with daily. I have been associated with the telecom business for more than 13 years now, but in this tenure, the relationships that I have shared with the people who represent players like Aircel have been the most fulfilling,” says Asgar, another trade partner in the telecom space and associated with Aircel since the inception of the company in Telangana.
Another most important segment of the telecom industry are the retailers who are your ‘Go To’ people for new connections, recharges, latest data plans etc apart from resolving the day to day complaints and issues related to one’s mobile connection. Their shops over time develop into melting pots and long lasting relationships are built here develop. Balaraju who runs one such store for a number of years realized that he could be more than just a provision store owner by offering his clients a little more. He ventured into the telecom space and today has grown into a seasoned telecom services partner and a preferred partner of Aircel.
Coupled with relationships, the success of the telecom industry can also be attributed to its dynamic and competitive nature. Those who display these attributes in the right quantities and spirit are the ones who are most likely to succeed. This is conspicuous with Raju from Hyderabad who partnered with Aircel to sell its products and services since its inception in the state. “I saw the seriousness of the company in the way they launched their operations. They were highly visible and came about as serious players in this highly competitive arena. The partnership that I have shared with the company over the last so many years of association has been very close.
“Whether you are an employee, a trade partner or a customer, we value relationships. You not only become a significant part of the company’s journey, but also become an integral part of the family. At Aircel, we believe in ‘doing a little extra’ and this is the very ethos of our business that has helped us in building stronger and long lasting relationships. Our trade partners are an integral part of our business and it is imperative that the relationship we share with them go beyond the realms of business operations”, said Venkatesan J, Business Head of Aircel, Andhra Pradesh and Telangana describing the seriousness which the company emphasizes in dealing with its trade and all stakeholders.
In business, as in life one has to work closely with people to see success. Success in business is really about creating and maintaining relationships and not just having people in one’s contact list. Close genuine contact, open communication, mutual respect and above all, being reliable are steps towards the right direction. Reaching out to others, being human, simple and above all being genuine go a long way. They not only build the growth story of the organization one represents, helps one grow as a person, but also builds lasting human relationships that are the essence of our civilization.
