The Strategy Framework Of Knowledge Management Commerce Essay

Knowledge Administration is a strategy, framework or arrangement advised to advice organizations create, capture, analyze, apply, and reclaim knowledge to accomplish aggressive advantage. () A key aspect of Adeptness Administration is that adeptness aural an alignment is advised as a key asset. A simple byword that encapsulates a amount aspect of Adeptness Administration is “getting the adapted adeptness to the adapted bodies at the adapted time in the adapted format”. () KMS systems accord with advice (although Adeptness Administration as a conduct may extend aloft the advice axial aspect of any system) so they are a chic of advice arrangement and may body on, or advance alternative advice sources.

Bharti Airtel was the aboriginal one to accommodate adaptable casework in the clandestine sector. It additionally provided internet and blast casework in 92 cities. Bharti Airtel won the accolade for ‘Best Adeptness Management’ at the MIS Asia IT acme 2006, which reflects the company’s able-bodied adeptness in retaining, adjustment and applying the advice technology. (Indian television news)

In India the Telecom Industry is absolute complex. It requires a ample cardinal of Account Providers, abundant accomplished Manpower, Local, Regional and All-around alteration variations and anytime alteration environment. () This brings abounding challenges to the aggregation for the consumers which they accept to fulfill. KM is not defined to any specific botheration and it’s an awning which covers all the departments of an organization. ()

Airtel was one of those company’s which realised the accent of adeptness administration at an aboriginal stage, which helped it abound and amount its best important asset. The afterward provides a abstraction about Airtel and its adeptness management.


Airtel Business Objectives

The aggregation is formed of four cardinal business units – Mobile, Agenda TV, Action and Telemedia. The aloft business provides casework in India, Sri Lanka and Bangladesh. The Telemedia business offers broadband, IPTV and blast casework in 89 Indian cities. The Agenda TV business provides DTH TV casework beyond India (Airtel, 2010).

The cold of Airtel is to accommodate end-to-end telecom solutions to its accumulated barter nationally as able-bodied as internationally continued ambit casework to Telco’s.

Airtel has accomplished specialization in alms customized solutions to abode altered needs and requirements of altered industry; IT, education, media, Manufacturing and distribution, telecom, Government and retails etc. (Airtel, 2010).

Due to Airtel’s co-opetion with arch technology companies all about the apple and infrastructure, it presents absolute ambit of telecom solutions. These solutions accredit accumulated to arrangement their offices nationally and worldwide, accord them basement to accomplish important business applications and action them agency to band with their consumers and advisers (Airtel, 2010).


Cost Administration Strategy

Many barter accept aerial expectations for purchasing at lower price, appurtenances and services. A Cardinal of firms appoint themselves in activities which acquiesce them to accompany low amount of assembly than its competitors and after-effects in amount administration in an industry (Hitt et al., 2009). Airtel has accretion amount administration by managing its processes and assets calmly and effectively. It has auspiciously offered its articles and casework at lower prices by bringing bottomward its operational costs. Due to the accumulation margins actuality greater or the admission in sales volume, Airtel has additionally becoming college profits.

The Amount Administration Strategies for Airtel works abundant during a amount war in the industry. Due to it’s Low Amount Strategy, the close has acquired profits compared to the competitors (MTNL, Idea, Tata, RCOM), which are apprenticed to accomplish losses (Rediff Moneywiz, 2010).

Focus Strategy

Firm chooses Focus Action aback they intend to use their amount competencies to serve needs of a authentic articulation of the industry rather than the absolute market. This authentic articulation can be either a authentic client group, or altered articulation of a artefact line, or a altered geographic market. This after-effects to customer’s adherence to the close and appropriately new adversary is resisted to admission in that breadth (Hitt et al., 2009).

Airtel’s focus action is to focus on the barter with the account announcement of landline added than Rs 10000 (>S$285). Airtel can additionally action its account to a specific geographic area.

Differentiation Strategy

A aggregation which adopts Differentiation Action needs to accept acceptable adeptness and skills, so that they can differentiate their artefact from the competitors and influences the barter to pay a exceptional price. These attributes can be aloft artefact quality, artefact itself, the commitment arrangement or the bazaar approach. Aim is to actualize cast adherence appear barter (Eldring, 2009).

Due to this Strategy, abounding firms accept auspiciously accessed avant-garde authentic research, a aerial akin of accomplished labour force, and able chump advice strategies, etc.

Airtel offers chargeless agenda EPABX with chargeless busy curve (no connectivity charges). Appropriately the close provides newest EPABX to the chump which costs approx Rs 50,000 (~S$1430). (APPENDIX 1)


Bharti Airtel has been able to accomplish ascendant administration position in the bazaar with an RMS of 33% which is able-bodied advanced of the abutting operator, mainly due to absorption on development of its all-around portfolio of casework and networks. If any adversary wants to be on the top of league, it has to face some of the important factors like admission their all-embracing reach, adapted investments in the all-around cable systems as able-bodied as amplification of all-embracing credibility of attendance (PoPs) and interconnects with the all-embracing carriers. Airtel aloof did that (Voice & Data, 2010).

Apart from this, Airtel emphasised on creating absolute interconnects and relationships with all-embracing operators. It has active over 400 interconnect agreements till date for these absolute interconnects.

Milan Rao, CEO, all-around voice, Bharti Airtel says, “Despite the hyper-competition in the Indian ample bazaar in the aftermost two years, Airtel has emerged as a ascendant baton in both NLD and ILD space. With our investments in calm and all-embracing networks, all-around PoPs, cardinal interconnects and advanced account commitment platforms, we are now assertive to extend this administration to the all-around market”(Voice & Data, 2010).

The government of India has taken aloft initiatives to liberalize the NLD and ILD licenses to admission the advance of the IT and BPO casework in the country which will advance to added antagonism and force operators to focus on the QoS. This will account not alone Bharti Airtel, but all the operators to admission their advance to ensure 100% QoS to absorb barter (Voice & Data, 2010).


Co-opetition is the angle of appropriately acceptable in antagonism and cooperation aural your market. This can finer admission the broader bazaar for everyone. Baby firms can added readily account from co-opetition aback the agreements can be easy, and baby ally can abound faster than the ample ones due to apathy and authority created by size. (APPENDIX 2)

Bharti Airtel has been a approved addict of co-opetition. Few of the abounding stakeholders of Bharti Airtel are Sony-Ericsson, Nokia and Sing Tel, captivation a cardinal alliance. This agency that Airtel has the admission to adeptness and technology from altered genitalia of the telecommunications world. The co-opetition with Google develops the brand, and additionally gives Promotioning opportunities in India for Google. Now, iPhone will be alien in India via distributorship of Airtel. Addition archetype of Co-opetition is affiliation captivated with BlackBerry Wireless Solutions.

Bharti Airtel is adorning with addition affiliation with Vodafone Essar and Abstraction Cellular to accomplish a cast new absolute belfry close alleged Indus Architecture (Wireless Federation, 2010). This new adventure will booty over added than 60% of India’s arrangement towers. Bharti Airtel has additionally reportedly entered into cardinal business accord with Cisco to abetment the advance of Indian enterprises (Airtel, 2010).

In June 2010, the aggregation teamed up with Taiwan-based Smartphone architect HTC Corporation to barrage India’s aboriginal Android powered adaptable buzz – the HTC Magic (Airtel, 2010).

Bharti Airtel Ltd. will accomplice with Ericsson and Huawei to aggrandize and administer its adaptable arrangement in Bangladesh (Comm, 2010).

Question no. 2: Accepted Adeptness Administration Strategies


For the purpose of anecdotic the accepted IKM strategies into force at Bharti Airtel at the moment we chose the APQC action which encompasses a advanced ambit of adeptness administration strategies:

This archetypal was proposed by Karl Wigg and APQC collectively to allocate the business aggressive adeptness administration strategies. This encompasses 6 KM strategies which broadly blow every articulation of the business.

Customer Focused Adeptness Strategy-

Bharti Airtel in Kampala, Uganda appear to outsource all alarm centers and aback appointment agents to advance the affection of chump casework in Africa. Bharti Airtel which operates the “Zain” cast in 16 countries of Africa best IBM, Tech Mahindra and Spanco to bear affection casework to barter beyond these countries. Airtel operates for about 40 actor barter in this arena and targets for added than 100 actor by 2013.(Muhumuza ,2010)

The aggregation believes that this outsourcing would redefine seamless chump acquaintance and would additionally accommodate quick, able and bargain chump services. Apart from the chump account agency this additionally helps the aggregation to abate the costs of operations and additionally advance the abilities and competencies of its workforce as they get acknowledgment to all-around practices and latest technologies.

Knowledge Alteration Strategy-

This action believes in the spillover effect, that is advisers apprentice from anniversary alternative and as able-bodied as the alignment (Yang, 2010)

To arrange a arrangement in Bangladesh Bharti appear an acceding with Ericsson and Huawei. The acceding includes arrangement design, planning, implementation, activity administration etc. Ericsson affairs to undertake a host of casework on account of Airtel like aggrandize and advancement the ambit and the like. This helps in alteration of the adeptness from Ericsson to Airtel in adjustment to advance the operational affection and efficiency. It additionally helps in the alteration of latest systems and technologies that Ericsson and Huawei arrange at their abode to Airtel.

Personal Adeptness Asset Responsibility Strategy-

Bharti Airtel supports its advisers in a cardinal of agency to advice them advance their accomplishment and allotment knowledge. For the same, they accept created abundant platforms like Bharti Acquirements Systems and Centum Leaning Systems. These systems accommodate end to end acquirements and accomplishment development solutions to its staff; it focuses on bodies and processes and provides a ample ambit of training accessories like training through Blended Acquirements Programmes, Controlling Coaching, Achievement Coaching, Process Administration and Certification etc. These systems not alone advice but animate the advisers to appoint in accomplishment architecture activities and allotment the adeptness amidst anniversary other. (Sharma, 2010)

Knowledge Action as Business Strategy-

In this action KM agency anecdotic broad, enterprise-wide business strategies and diffusing them beyond assorted locations and networks. (Haggie and Kingston, 2003)

Bharti Airtel’s arch controlling Mr. Manoj Kohli states that Airtel focuses mainly on extending its reach. Aggregation aims to animate its absolute users to allocution added and additionally wooed new users by acid rates. Although boilerplate acquirement per user went down, the administration isn’t worried, instead their cold is to advertise account and acquire advantageous margins on them. Airtel expects their revenues to abatement as they move to new strata of association every year. The company’s “rural strategy” is vital. Figures appearance that added than 50% of Airtel’s new subscribers appear from rural India. Through this important adeptness administration action based action of acid alarm ante and extending reach, Bharti Airtel calmly managed to add 100 actor subscribers in six months. (N/A, 2008)

Knowledge Conception Strategy-

Any action adopted by an organisation breadth addition or conception of adeptness takes abode in adjustment to ultimately accomplish their business objectives is a adeptness conception strategy. (Haggie and Kingston, 2003)

The Six Sigma action at Airtel is an important basic of the company’s addition strategy. The Six Sigma was adopted in adjustment to accomplish acceptable aggressive advantage. Keeping in apperception “replication of best practices takes abundant bottom time than implementation”, Bharti Airtel conducted abounding adeptness administration sessions breadth all Six Sigma practices in the centralized arrangement of the organisation through emails and intranet. The best convenance implementers additionally aggregate their success stories. (Shukla and Srinivasan, 2007)

Intellectual Asset Administration Strategy-

A companies KM action breadth they accomplish use of assets already in the aggregation to actualize or alteration adeptness or aloof for adeptness administration is their bookish asset administration strategy. (Haggie and Kingston, 2003)

Bharti Airtel creates strategies to accomplish it analytic for all advisers to appoint in KM activities. Bharti makes use of their advisers as assets to create, share, carbon and to institutionalise KM. They accept ambition to accept 40% agent captivation in all anon customer- accompanying processes aural a year and bifold in 2 years. Bharti additionally has a knowledge- dollar (K$) arrangement in which advisers acquire K$ anniversary time they allotment adeptness or everytime they carbon or alike administer adeptness aggregate by others. This arrangement acts as a motivator and at the aforementioned time becomes a KM action breadth adeptness is accepting created, replicated and activated by appliance assets that aggregation already has. (Hariharan, 2005)

How do these strategies advice attain business objectives

These strategies may be classified as above, but aback carefully apparent in absolute convenance they all are interlinked. Any action adopted by the organisation helps fulfil not alone one but several alternative purposes too, e.g.: alarm centre outsourcing not alone cuts costs but improves the chump casework and advice agent development.

The capital business cold is to aggrandize the arrangement of Bharti Airtel and accomplish it widespread, which absolutely is actuality accomplished by the aloft mentioned strategies. It improves its chump casework in every action so as to advance and absorb its chump abject which is absolute axiomatic from the aloft explanation. It trains and develops its employees’ abeyant at every accessible akin so as to advance their efficiency, abundance and inturn chump service, and assuredly arrangement expansion.

In an industry breadth Bharti Airtel is aggressive with aloft monopolies like BSNL and MTNL, they realised that antagonism cannot not be abiding with amount and technology only. Through in abyss analysis they realised that the alone antecedent of aggressive advantage for a telecommunication aggregation was affection of account and appropriately they began the accomplishing of Six Sigma. They begin out that Six Sigma provided them a added analytic admeasurement in agreement of authentic statistical tools, connected administration and tracking of altered parameters, and bright abstracts of non-¬nancial parameters. By adopting Six Sigma, Airtel aimed at accomplishing aggressive advantage by proving error- chargeless service, but afresh ultimately targeting chump satisfaction. (Shukla and Srinivasan, 2007)

Question no. 3: Challenges Faced by Bharti Airtel


Business challenges force an alignment to break one footfall advanced of the competitiors, advance new strategies to angle out in the army in the anytime alteration marketplace.


With the telecom bang in India, Airtel has a lot of competitors in the market. Added and added telecom companies are actuality set up. With the telecom spectrum up for sale, India has apparent abounding companies adventure into the telecom sector. As a result, Airtel has been accident arena boring but steadily. The government endemic Bharat Shanchar Nigam Limited (BSNL) is Airtel’s aloft competitor, be it in agreement of infrastructure, pricing, etc.


Competitors accept accustomed annealed antagonism to Airtel in agreement of pricing. Abounding of Airtel’s affairs are priced added than its competitors, which is constant in Airtel accident its bazaar allotment to its competitors. BSNL, accepting abundant infrastructural advantage, has got the everyman alarm ante beyond India.

Staff retention

Many advisers of Airtel leave aural 2years of joining. As such Airtel doesn’t accept a abiding agent force (at the everyman akin of the hierarchy)


Whenever there is a change in technology, of a about-face in price, Airtel takes its own time to acclimate to it. For example, recently, Vodafone and abstraction cellular bargain their adrift ante by about 50 %.

Airtel about two months to alter its adrift plans. Meanwhile abounding barter of Airtel had already confused to the alternative operators.

Customer loyalty

With so abundant of advertisement, Airtel has not been able to abduction abundant of its competitor’s customers. May advertisement campaigns were targeted at the adolescence and absolute little absorption is accustomed to the blow of the segments.

The old strata of the association accept remained loyal to BSNL for assorted reasons.


Organizations charge to ascertain adeptness in specific ambience and content. It is all-important to analyze amid abstracts and advice on one duke and adeptness on the other.

Managing adeptness is absolute acute for any organization, if adeptness is not activated properly, it will be undervalued, which will burden the alignment from outbeating the competition.

Airtel is one of those companies which accomplished the amount of adeptness administration at an aboriginal date and has taken abounding accomplish to added it. The challenges faced in this due advance are:

Aligning KM with Authoritative Goals:

The articulation amid KM and business is sometimes absent or alone absolute in the planning stage. In the anytime alteration business environment, it is absolute important that adeptness administration keeps a clip with the alteration authoritative objectives and advice it go advanced rather than stagnating it.

The KM managers at Airtel charge ensure that the affair of bond KM to business after-effects is addressed by free the purpose of KM. They should admeasurement the achievement by all agency so as to accomplish abiding that the KM strategies implemented are confined the purpose and demography the business appear a adapted direction.

Application of KM Models in absolute practice:

Despite of the fact, that bharti Airtel has abstracted platforms like Bharti acquirements systems and Centum acquirements systems for putting adeptness administration abstraction into practice, it is acutely arresting that there is a lot of gap amid the aim and the absolute practice. The advisers acquisition it difficult to put the acquired adeptness administration tacts into use. It creates a abashing amid the business and adeptness administration strategies and thus, the accomplished purpose of KM is lost.

The aggregation should accomplish abiding that anniversary alone in the aggregation can differentiate amid a business and a KM strategy, for this, the aggregation should accommodate affirmation of the appliance of KM strategies, may be through on the Job training methods.

E.g. Airtel has additionally adverse a new claiming from its competitors and has abridgement of managing the adeptness and technology can be apparent aback its competitors accept launched 3G, Airtel has bootless to advance its assets effectively.

3. Non Awareness of the abstraction Adeptness Management

Persuading adeptness workers to create, allotment and administer adeptness is a absolute arduous assignment in airtel. This abstraction is absolute new to the advisers in the alignment so it will booty some time for the advisers to get acclimated to it.

Mere deployment of technologies at adapted places is not enough, a acceptable breadth of analysis then, is to redesign the adeptness assignment processes or adapt them so that they access the breeze of adeptness in the adapted direction. Airtel should accept some experts in the acreage of adeptness administration so that they can activate bodies in alignment to create, allotment or administer knowledge.

4. Antagonism aural the alignment leads to abortion of KM strategies

Internal Antagonism aural the advisers of the alignment leads to abortion of adeptness administration strategies such as adeptness transfer, the advisers do not appetite to allotment advice or abilities with anniversary alternative in adjustment to accept an bend over one another. Sometimes, they don’t allotment advice because of abridgement of assurance or time too. This leads to brackish adeptness which ultimately is of no use aback the aggregation runs as a aggregation and not by an individual. (APPENDIX 3)

Question no. 4: Recommendations for appliance KM to accommodated these challenges


Airtel in adjustment to move advanced of its Competitors charge alpha Owning its Architecture ,so that they can not alone accommodate Advanced Coverage Nationally but additionally accompany bottomward their Costs and accept advantage over their Competitors. The KM Aggregation needs to Survey and acquisition out the Markets breadth their Chump Abject is Strong and acclaim to the Administration to accept their ” Own Architecture ” in those Locations to accord Chump the Best Account to break advanced of Competition. (Airtel anniversary abode 2009)


Airtel in Adjustment to become a All-around Baton charge accept a Aggressive Appraisement Policy in abode to move advanced of Competition. They charge to be beside with the Affairs / Offers offered by Antagonism . They should not delay for Antagonism to advertise their Action and Slash Prices based on their Offers. Through use of Adeptness Administration , they should chase the Module of Earning per Minute instead of Earnings per Chump and by which they can access at their Costs and appropriately Amount their Articles lower than their Competitors.(

Staff Retention

Airtel were one of the Pioneers in Adaptable Telephony. Aback they started they had no Dearth of Talent ,as they were one of the aboriginal bazaar players. They could mould their Advisers the the Airtel way. As added players started arising in the Bazaar the Demand for their Agents added . All new players capital to accept the Airtel Mantra and started poaching Airtel Employees. Inorder to advance a College Retention Rate ,the Adeptness Administration Aggregation should accept Strong Assignment Ethics inculcated in their Employees, Acceptable Soft Abilities Training to the Key Personnel . The Best way to accept College Agents Retention was by accepting the HIGHEST SALARY in the Industry, so that Antagonism cannot allow them anymore.(www. knowldege

4. Bond Adeptness Administration to Business Objectives

Airtel needs to admission Chump Achievement and accommodate a constant Acceptable Chump Experience. The Cardinal of Barter which Airtel is accouterment is absolute aerial so, they additionally charge to accept the Basement to Cater to their Ample Abject Of Customers. The KM aggregation at Airtel should conduct a abundant altercation with their anatomic active on their Vision of Chump Achievement and Chump Experience’s. These abundant discussions will advance them to authorize a few basic parameters, which can be acquired from Analytic Customer-Impacting Business Processes. The aim should be a abridgement in achievement aberration beyond regions, we should achievement to accomplish by bound replicating best practices. Replication of accurate acceptable practices from aural or alfresco the alignment is consistently faster than starting from scratch.

Capturing, Administration and Replicating will additionally ensure the Institutionalization of best practices: Alone Adeptness can be adapted into Authoritative Knowledge, which can be re-used at after stage. Naturally, this will additionally abate the Alignment depending on authentic Alone Employee.

Aggressive Advertisement

Airtel should focus on their advertisement in a specific way through KM,while targeting the customer they should be absolute specific which articulation of the customer they appetite to target, the accepted bazaar ambition of Airtel is Generic in nature, which does not acutely allege whom are they targeting. They should be specific to Gender and best important Age. Their adversary Vodaphone accept done absolute able-bodied in aftermost few years because they accept targeted the adolescent army in the bazaar which has accustomed them admirable results. Aback targeting a Younger Audience their Advertisement should be Adolescent in Attributes so that the Authentic Age Accumulation is able to chronicle themselves to the Advertisement.

6. Added Impetus on Analysis and Development

Airtel is able-bodied acclaimed Telecommunication Aggregation in India, and should consistently endeavour to do added Bazaar Analysis to Update their Technologies, Promotion, Targeting customer in the market. Airtel is spending almost low in R&D aback compared to its competitors which itself is a big setback for them, alike admitting Airtel is the Bazaar Baton in best of the Circles they are present in.

7. Cohesive and Coordinated Admission to Decentralization

Implementation of Announcement and Adjustment Administration Systems and High-Quality Chump Account was a almost aboveboard aspect of the solution. While the Comverse Kenan systems were in abode to run Airtel’s absolute business appliance a Two-Instances Announcement and adjustment Administration belvedere for Postpaid and Wireline Business, De-Centralization fabricated the Operations and Optimization – of these Arrangement added Challenging.

Under India regulation, anniversary amphitheater was about a abstracted Business Entity with Distinct Business Owners, appropriately aperture the aperture for Competing, and/or Redundant Processes. To abutment this De-Centralized Organization, Airtel needs to arrange a Cohesive and Coordinated admission to Operating its Systems. Addition claiming is to ensure the Operator’s Longer-Term Self-Sufficiency by architecture a archetypal that would not await on Third Parties for Support. (Comverse-making arrangement stronger)


Information adeptness Administration Arrangement is the Backbone of an Organization. It charge be chip with all the Departments, so that the adeptness can be transferred amid the advisers and from External Sources like Third Party and Blow of the World. Added investments can be fabricated in the Analysis and Development to advance New Technology and articles as per the needs of the customers. New technology can be implemented in the absolute articles to calmly cut amount than developing new products.The Announcement Software needs to be bigger from time to time to accomplish it Customer Friendly and additionally at the moment Anniversary Amphitheater is a Altered Entity and aback Government of India decides to absorb all the Circles as one, the Software should be accessible to apparatus the same.

New Software should additionally abode to minimise the Cardinal of Announcement Cycles for the Customer aural assorted Circles. The proposed Advice Adeptness Administration accoutrement can account the organization. Assurance can be developed from the Barter and Advisers if they amuse the needs of the Customers. Consumers are absorption added on Chump contentment again aloof Chump Account in the Present Day and Age. Its absolute important to accomplish them feel special, aback it comes to Telecommunication Industry. It is the adapted time for Airtel to accomplish a move and accomplish their CRM stronger. The Professional Casework Aggregation charge accommodated all the Challenges and Goals by flexibly acclamation Altered Abettor needs. The implemented casework facilitate Acquirement Advance and body adherence by accouterment users with Choice, Convenience and Control. The Sales and Marketing Teams charge to Advance Strategies to decidedly advance Airtel’s aggressive advantage at little to no added amount by appliance accoutrement such as Rate Plans, Discounts, Payments, and Revenue. All this will actualize Adherence amid Consumers for Airtel with Choice, Convinience and Control.





(Source: Managing adeptness in project-based organizations: A cultural perspective  By Mian M. Ajmal)

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