Research and Markets - New Report Discusses Bharat Sanchar Nigam Ltd.'s Precarious Brand Image in the Indian Market

Business Wire, June 18, 2007

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c60027) has announces the addition of new IE Market Research report Competitor Insight 2006: Wireless Operator Competitor Analysis -- Bharat Sanchar Nigam Ltd. to their offering.

The Competitor Insights provide intelligence on strategies and prospects of telecommunications firms. You will get information on management backgrounds, key CONSUMEREADY[TM] and EXPORTREADY[TM] information about firms, proprietary financial metrics, and strategic risks facing the firm. This report discusses BSNL's precarious brand image in the Indian market. Relative to the leading private operators, BSNL's brand strength is weak, and is most associated with the words "cheap" and "good value". Of mobile users surveyed, 31.6% identified BSNL with the word "cheap" and 27% with "good value". On all the other brand strength indicators, BSNL came out significantly below its market share. Only 7 - 11% of mobile users identified BSNL with words such as "cool", "creative", "reliable", "good service", or "technically advanced".

While 27% of respondents did associate BSNL with "good value" (above its market share), it should be noted most customers interviewed may have experiences with BSNL's fixed line division, which is notorious for its bureaucracy and which has 79% of the fixed-line market. Thus, a 27% rating on "good value" does not seem that high for such a ubiquitous brand across India. The insight provided by this report will be of immense utility to those seeking to benefit from this company's position.

Content Outline:

Management Background

Operational Summary

Financial Summary

Strategic Outlook

Massive Mobile Tender has little downside Risks for BSNL

2005-06 Brand Image Survey Results

Risks

Annex A: Methodology for IEMRs 2005-06 Brand Image and Wireless Strategy Surveys

Annex B: Financial Metrics Methodology

Disclaimers and Disclosures

For more information visit http://www.researchandmarkets.com/reports/c60027