Title Responding to 4G telecom war : ignore, accommodate or retaliate / Neeraj Pandey (Department of Marketing, National Institute of Industrial Engineering, Mumbai, India), and Anish Kumar (National Institute of Industrial Engineering, Mumbai, India)

Published Bingley, U.K. : Emerald Publishing Limited, 2018 018

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (5 pages) : 23 illustrations ; cm Series Emerald emerging markets case studies, 2045-0621 ; volume 8, issue 2 Summary In May 2017, the telecom industry in India witnessed an intense price war over 4G (fourth generation) data prices. Gopal Vittal, CEO of Bharti Airtel was exploring various options on how best to respond to the situation. He had to take a final call regarding Bharti Airtels marketing teams counter move to tackle this price war by Jio should Bharti Airtel ignore it, accommodate it or retaliate with even lower prices? Bharti Airtel strongly believed that Jio pricing structure had violated "fair pricing" norms, and its pricing was anti-competitive. It had filed a case with the Telecom Regulatory Authority of India (TRAI) and the Competition Commission of India (CCI) to restrain Jio from further giving "free" promotional offers and penalize it for it. Could the legal recourse by Bharti Airtel dampen Jios consistent subscriber growth rate? Notes The case provides the students with an insight into how the competition focused on pricing happens in the telecom industry. The pricing war affects the profit margin of all competing companies. It changes the customer reference point for evaluating the competing products and services. The students would also learn practical applications of positive-sum pricing, pricing war, fair pricing and legal aspects of pricing. This case provides the students with an opportunity to understand the pricing war and how to respond to it in a particular situation; understand positive-sum pricing and negative-sum pricing in telecom industry context; understand legal aspects of pricing; and how to leverage data for gaining newer customer insights Teaching Notes are available for educators only. Please contact your library to gain login details Includes index Bibliography Includes index and bibliographical references Audience The case is developed for an MBA-level program Subject Airtel (Firm) Telecom Regulatory Authority of India Competition Commission of India Price regulation Business & Economics -- Finance -- General. Finance. Genre/Form Case studies. Form Electronic book Author Kumar, Anish, author

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