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Sandeep Gulati, National Marketing Head, Videocon Telecom

January 19, 2015
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During a span of 17 years, Sandeep Gulati has worked with  several leading telecom companies. He started his career with Idea Cellular (erstwhile Spice Communications) in the Punjab circle, handling its roaming services business. Four years later, he joined Bharti Airtel in 2001 as head of the value-added service and roaming service operations for the upper north region and subsequently as head, post-paid products and services. He then worked with TATA DOCOMO for eight years in several roles ranging from post-paid product head for the upper north region to national sales head for prepaid voice services.

Today, as national marketing head, Videocon Telecom, he is responsible for driving the company’s overall revenue market share (RMS) and customer market share (CMS). He also looks after the company’s product and pricing strategy as well as branding strategy.  Achieving a fair CMS and RMS in every circle within the next few years is his primary target. However, he realises there will be a number of challenges to deal with. “The biggest challenge is the hypercompetitive market, with seven to nine players in every circle offering low tariffs and high trade margins to get their share of gross additions. Instead of real users, one ends up acquiring deal-seekers who have no loyalty to any brand. Hence, there is poor customer retention and higher decay on new additions,” says Gulati.

With the voice market saturating, he is optimistic about growth in the data service segment, fuelled by declining smartphone prices and the adoption of over-the-top services. To tap this opportunity, Videocon has been upgrading its network. “We recently upgraded our network to 2.75G EDGE, which is cap-able of delivering eight times greater speed than that offered by 2G networks, and within two to three weeks, we are seeing a huge surge in our data payload,” he says.

Gulati does not follow any particular management style but believes in being hands-on while giving his subordinates the freedom to work independently. He lists his key strengths as an eye for detail and a deep understanding of the business, gained from the rich experience he has gathered in sales operations.

A commerce graduate, Gulati also has a master’s in business finance from Panjab University and has done an executive postgraduate programme from the Institute of Management Techno-logy, Ghaziabad. Commenting on his personal life, Gulati says he likes watching movies and meeting friends when time permits. 

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