srjebmSRJEBMSRJEBM2788-9505https://doi.org/10.47310/srjebm.2022.v02i01.018Applicability of ‘Butterfly Effect’ in Consumers’ Choice and Continuity of Telecom Service Provider in IndiaP.SubakaranThis research was carried out for the period January 2011 to June 2013 and July 2018 to December 2020. The Researcher had made efforts to compare the above mentioned time periods. Time period January 2011 to June 2013 was chosen as it immediately followed the Pan India launch of Mobile Number Portability (MNP) on 20th January 2011. Equivalent time period of 30 months from July 2018 to December 2020 was chosen to take into account the Merger between Vodafone India and Idea Cellular Ltd. During the period January 2011 to June 2013, the Researcher focused on the GSM Market in India while during the period July 2018 to December 2020, the Researcher focused on the entire Mobile Market in India after the exit of the CDMA Players. Hence everything mentioned in this research paper should be appropriately viewed in the context of the mentioned time period. This research paper attempts to conceptually determine the applicability of ‘Butterfly Effect’ in consumers’ choice and continuity with a telecom service provider in India. Butterfly Effect was coined by Edward Lorenz. In Chaos Theory, Butterfly effect is the sensitive dependence on initial conditions that lead to widely dispersed outcomes at a later stage. Today, Telecom Service in Indian market is seen more as a Commodity. Based on current market developments there are certain areas that need to be focused such as Innovation in offerings that can trigger incremental revenues, harnessing Big Data to obtain a Single View of the Customer (SVoC), changing Strategy to keep pace with Customers’ increased presence in digital landscape and enhanced Customer Engagement. These areas can offer some points of differentiation on successful implementation. At Micro level in the Indian GSM market, monthly incremental addition had declined and had become negative during the second half of 2012. Overall wireless teledensity as of end December 2012 was at 70.82%. However, changes happened during the first half of 2013 such as Consolidation after the exit of certain telecom players post Jan 2013, positive monthly incremental additions and increase in voice tariffs. During the period July 2018 to December 2020, average monthly incremental additions had declined and had become negative during both first half and second half of 2019 and first half of 2020 before recovering to become positive in the second half of 2020. Overall wireless teledensity as of end December 2020 was at 84.90%. Market Structure of Indian Wireless Telecom Service is Oligopoly in nature. Two important aspects of an Oligopoly Market are interdependence between firms and the need for a clear strategy especially for smaller firms. Further, the focus of telecom service providers will shift from customer acquisition towards Mobile Number Portability (MNP), Customer Lifetime Value (CLV) and closing the gap between active and total subscribers.