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Help DD Direct's free broadcast is biggest challenge
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DTH service provider Tata Sky’s MD and CEO Harit Nagpal’s career started as an export manager in erstwhile Lakme, and later at Pepsi. He was group marketing director at Vodafone Essar before joining Tata Sky. In the past ten years, he has seen the exponential growth of mobile subscribers backed by a continuous drop in call charges, before he moved to the DTH space in Aug 2010. In over a year, he revamped the operator’s customer service infrastructure and repackaged its products to make them more customer-friendly. In an interview to FE’s Sohini Mitter, Nagpal sheds light on synergies between telecom and DTH, the need for outsourcing operations, challenges in penetrating semi-urban markets, shortage of bandwidth and high level of taxation that cripples the sector. Excerpts:

How was the transition from mobile telephony to DTH? Did synergies between the businesses come in handy?

DTH is now at a stage where the telecom industry was eight years ago. Both business are similar in terms of operations. We are not selling packaged goods which the customer buys from a retailer, without getting in touch with us. These are businesses where the customer’s hands have to be held at different stages of his life cycle. And you need to have a strong service infrastructure for that.

Infrastructure must be the biggest challenge to scale up. How did you manage to do this?

Scaling up is always a challenge in high growth phase. The back end and distribution networks have to be strengthened. To service 10 million customers, you need skilled people. Hence, it is important to outsource parts of operation, while keeping process and quality control to yourself. It also helps the operator to focus on his product and services.

Read Full Story at Indian DTH Blog

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