Gaining a foothold in a market dominated by bigger and more experienced players like Bharti Airtel and Reliance Communications (RCOM) is not an easy task. Nevertheless, Keshhav Tiwary is optimistic that Sistema Shyam TeleServices Limited (SSTL) will stand out from the rest. He says, “There are operators in the market who have been active for the past 14 years and have substantial market penetration. Overcoming this hurdle is a difficult task. However, we are very optimistic and are positive that we can outperform competition in every aspect.”
He attributes this approach to a sound understanding of the market and several years of experience in the telecom sector. Tiwary brings to the table over 19 years of work experience in several fields including sales and marketing, business development, marketing communication, retail channel management and territory development. Prior to his current job, he served as business head for RCOM’s Kolkata operations.
While many professionals have a sense of ennui after working on a project for some time, Tiwary has no such problem. “I make all my assignments memorable,” he says. “My stint at Reliance was highly exciting as I was climbing up the learning ladder. My current task, of taking a new brand forward and establishing it among the dozen-odd players in the market, is also very challenging. As COO, I am responsible for bringing the company to a level that will provide a ‘never before’ consumer experience and make it a great place to work in,” he asserts.
And how does he hope to achieve these targets? ?With a ‘people-centric’ style of management,”he answers. ?Each of my team members is like a gem and brushing them up in the right way will help me reveal their true glitter. I believe in the management-by-example way of operating and have a wonderful team by my side.”?
According to Tiwary, ARPU figures today are on a downslide. New products are being developed every day to acquire and retain customers. With call rates dropping and minutes of usage not increasing substantially, maintaining the ARPU level (let alone increasing it) is a big challenge. ?In order to move ahead, we have set ambitious goals in terms of garnering market share with a new and exciting global brand. The task is to establish the brand, offer an exciting product proposition and provide consumers with a world-class calling experience. We have to take a leadership position.” A tough task indeed, given the crowded telecom market, but one that Tiwary is clearly geared up to achieve.
When not busy pushing the brand, he enjoys spending time with his wife and two daughters.
