Why has Airtel India's prepaid mobile data usage dropped 15% month-over-month in the Delhi region?

Introduction

The sudden 15% drop in Airtel India's prepaid mobile data usage in the Delhi region is a significant concern that requires immediate attention. This analysis will systematically investigate potential root causes, generate hypotheses, and propose a strategic plan to address the issue. We'll examine both internal and external factors, leveraging data-driven insights to guide our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal trend. Has this drop coincided with any major holidays or events in Delhi?

Why it matters: Seasonal patterns could explain temporary usage fluctuations. Expected answer: No significant holidays or events during this period. Impact on approach: If confirmed, we'd focus more on internal factors.

• Considering user segments, I'm wondering if this drop is uniform across all user types. Are we seeing similar declines across prepaid plans, or is it concentrated in specific tiers?

Why it matters: Helps identify if the issue is widespread or segment-specific. Expected answer: The drop is more pronounced in lower-tier plans. Impact on approach: We'd investigate factors affecting budget-conscious users.

• Given the localized nature, I'm curious about network performance. Have there been any recent infrastructure changes or maintenance activities in the Delhi region?

Why it matters: Network issues could directly impact data usage. Expected answer: No major infrastructure changes reported. Impact on approach: We'd shift focus to other technical or user-related factors.

• Thinking about competitive landscape, has there been any significant promotional activity from rivals in the Delhi market recently?

Why it matters: Competitor actions could influence user behavior. Expected answer: A competitor launched an aggressive data plan last month. Impact on approach: We'd analyze our market positioning and value proposition.