Cut throat competition notwithstanding, establishing Sistema Shyam TeleServices Limited (SSTL) in India as a localised brand with an international pedigree is at the top of K. Sunil?s to-do list. He seems to have already made an impression in the Tamil Nadu and Kerala markets. ?Increasing SSTL?s subscriber base in these circles to 1.6 million and attaining double-digit growth in average monthly revenue have been important landmarks,? he says.
So, what next? ?My immediate target is to establish SSTL?s leadership position in these circles,? he explains. ?We currently offer high speed data services in 130 towns and are expanding our reach rapidly. We are also launching multiple smartphones.?
His strategy seems well planned, given his view that data services will emerge as a key trend. ?There will be an increased emphasis on data services,? he says. ?Also, the focus on voice will shift from being tariff driven to becoming more of service and quality driven. We don?t expect any further fall in tariffs. There is bound to be an increase in VAS offerings, especially as more applications are being developed.?
Interestingly, despite spending the better part of his career in telecom, this was never Sunil?s first career choice. A chemical engineer by qualification, Sunil says he wanted to become an entrepreneur. Still, he has no regrets. He brings to the table over 15 years of experience in the telecom, IT and FMCG industries. His functional areas have been strategy, business planning and managing operations.
Prior to joining SSTL, Sunil was COO of Etisalat India?s Chennai circle for a year. Before that, he had worked with Vodafone Essar, Microsoft India, Reliance Infocomm, Dabur India and HCL.
Currently, as COO of SSTL?s Tamil Nadu and Kerala operations, he is responsible for driving the company?s strategic plans. He oversees all circle-related operations, including rollout execution, capacity enhancement, and governance-related functions.
Tapping the rural customer base is also a priority. ?It is a fallacy that only urban consumers use data services. The major quantum of usage is driven by non-metro consumers. It is our endeavour to ensure that our data services are available to these customers as well.?
As for his management style, he says he believes in ?empowering the team and ensuring the right person is carrying out the right job is the style that works best?.
In the midst of all this, does he get any spare time? ?Yes?, he laughs. ?I spend my spare time with my wife and son. We are all keen on keeping fit and so spend a considerable amount of time hiking and cycling.?
