“An In – Depth Study Of DTH Industry In INDIA”

1. “An In – Depth Study Of DTH Industry In INDIA” Presented By: Ankit A. Modi (23) Bhavya Patel (90) Fahad Ramporia (46) Neha Pandya (83) Prashant Malvaniya (21)

2. Introduction • Definition “A digital satellite service that provides television services direct to subscribers anywhere in the country. Since it makes use of wireless technology, programs are sent to the subscriber's television direct from the satellite, eliminating the need for cables and any cable infrastructure.

3. Product History • Concept of satellite television started 64 years ago in the mind of Arthur C. Clark. • HBO moved first to satellite delivery of programming. • DTH Satellite receivers were developed in the Early 1980. • In 1981-85 dish fever grows faster in the world. • In India STAR TV initiated for DTH plans in 1997.

4. Substitutes of the product • Cable Operator • IPTV • (live television, time-shifted programming, and content on demand )

5. Product Technology and service processing • Television receive-only • Direct to home television • Programming • Broadcasting centers • Transmission • The Dish • The Receiver

6. Industry Life Cycle Source :TV VEOPAR JOURNAL/ April 2009/ Page No:40

7. Global Scenario Source: http://www.strategyr.com/DTH_Satellite_TV_Services_Market_Report.aspx

8. Indian DTH Industry • Permitted in 2000, Started in 2001. • Private Players entered in 2003 (Dish TV). • Current 7 players (1 Govt. + 6 Private). • Source : Business Standards, 9-11-2009.

10. Revenue Structure Source : ACCEQUITY

11. Cost Structure Source : ACCEQUITY

13. Political Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (2*1+4*3)/ 6 =2.33 Thus the overall effect of Political factors on this industry is Favorable.

14. Economic Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*1+5*3)/ 6 = 2.67 Thus the overall effect of economic factors on this industry is Favorable.

15. Social Factors (Here, Unfavorable-1 & Favorable-3) (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*2+5*3)/ 6 = 2.83 Thus the overall effect of Social factors on this industry is Favorable.

16. Technological Factors (Here, Unfavorable-1 & Favorable-3) Weighted Average = (1*2+6*3)/ 7 = 2.86 Thus the overall effect of Social factors on this industry is Favorable.

17. Five Force Model

18. Threats of New Entrants (Moderate to Low)

19. Threats of Substitute Products (Moderate to High)

20. Bargaining Power of Supplier (Moderate to Low)

21. Bargaining Power of Buyers (Moderate to High)

22. Inter Firm Rivalry (High)

23. BCG Matrix Industry Growth Rate = 30%. Source: Business Standards, 9-11-2009.

24. Continue…

25. GE 9 CELL Matrix

26. Continue…

27. ADL (Arthur D. Little) Matrix

28. Driving Forces • Internet technology applications • Long term industry growth • Product innovations • Technological changes • Regulatory influence • Changing societal concerns, attitude & lifestyles

30. Key Success Factors • Innovative Services • Innovative Marketing • Distribution • Technology

31. Strategic Factors • Exploit Bottlenecks • Move First • Exploit Market Niche

32. Diamond Model

33. VALUE CHAIN ANALYSIS

34. OT Analysis • Opportunities : • Huge Untapped market • Govt. in favors of industry • New products comes in the market • Company have own cable subscriber • Technology development and Innovative Services • Market developments • Geographical, export, import • Industry or lifestyle trends

35. Continue… • Threats: • switching cost • Government policy/regulations • IT developments • Competitor intentions • Seasonality, weather effects • Lack of possibility of growth

36. Conclusion

37. THANK YOU………..