Service Innovation in selected Firms with reference to Indian Telecommunication Industry for Sustainability

Indian telecommunication industry has moved way ahead both in terms of offering value added services and delivering quality service. Technology has been playing a crucial role in the tremendous improvement of telecom operator services and operations. Telecom service firms appear to be on the path of achieving sustainability and a long-term survival because of innovation. This study aims at identifying the initiatives undertaken by three telecom operators in India i.e. Vodafone, Airtel and Reliance JIO towards sustainability through a planned and systematic innovation in the services provided to consumers. Study also focuses on some of the recent innovative trends in Indian Telecommunication Industry. The study shows the innovative services offered by three different telecommunication operators in India. Innovation models of Bessant and Tidd (2007) and Six Dimensional Model of Service Innovation developed by Pim den Hertog were used for this purpose. The results found that Airtel is found to be more aggressive in innovation and it is positioned ahead in terms of services offered.