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Project For Final Year Students
Project For Final Year Students
COMPANY PROFILE
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on
the GSM platform arising out of the Tata Group's strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. Tata Teleservices has received
a pan-India license to operate GSM telecom services, under the brand TATA
DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and
has already rolled out its services in various circles.
The launch of the TATA DOCOMO brand marks a significant milestone
Indian telecom landscape, as it stands to redefine the very face of telecoms in
India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operatorsin the Japanese market, the company is clearly the preferred mobile phone
service provider with a 50 percent market share.
NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge technologies and
services. Over the years, technologists at DOCOMO have defined industry
benchmarks like 3G technologies, as also products and services like the i-mode
TM, mobile payment and a plethora of lifestyle-enhancing applications. Today,
while most of the rest of the industry is only beginning to talk of LTE technology
and its possible applications, DOCOMO has already started conducting LTE trials
in physical geographies, not just inside laboratories!
DOCOMO is also a global leader in the VAS (Value Added Services) space,
both in terms of services and handset designs, particularly integrating services at
the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings
such as these being introduced in the Indian market under the TATA DOCOMO
brand.
TATA DOCOMO has also set up a 'Business and Technology Cooperation
Committee, comprising of senior personnel from both companies. The
committee is responsible for identification of the key areas where the two
companies will work together. DOCOMO, the worlds leading mobile operator
will work closely with Tata Teleservices Limited management and provide knowhow on helping the company develop its GSM business.
Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has
already established its presence and is the fastest-growing pan-India operator.
Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x
technology platform in India. Today Tata Teleservices Limited, along with Tata
Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than
320,000 towns and villages across the country offering a wide range of telephony
services including Mobile Services, Wireless Desktop Phones, Public Booth
Telephony and Wire line Services.
HISTORY
Tata Teleservices Limited now also has a presence in the GSM space,
through its joint venture with NTT DOCOMO of Japan, and offers differentiated
products and services under the TATA DOCOMO brand name. TATA DOCOMO
arises out of the Tata Groups strategic alliance with Japanese telecom major
NTT DOCOMO in November 2008. TATA DOCOMO has received a pan-India
license to operate GSM telecom services and has also been allotted spectrum in
18 telecom Circles. The company has rolled out GSM services in 14 of Indias 22
telecom Circles in a quick span of under six months. The company plans to
launch pan-India operations by the end of FY 2009-10.TATA DOCOMO marks a
significant milestone in the Indian telecom landscape, and has already redefined
the very face of telecoms in India, being the first to pioneer the per- second tariff
option-part of its Pay for What You Use pricing paradigm. Tokyo-based NTT
DOCOMO is one of the worlds leading mobile operators-in the Japanese market,
the company is the clear market leader, used by over 50% of the countrys
mobile phone users.
Corporate Philosophy
With the aim of creating a new world of communications culture, we NTT
DOCOMO will devote all the skills, know-how and energy towards the
establishment of more "personal communication" with our customers that
contribute to their heartfelt satisfaction.
STATISTICS
Third largest telecom network in the world.
Error! Hyperlink reference not valid.Largest operator in INDIA is BSNL.
INDIAS mobile market is the fastest growing market in the world.
Worlds leading Japan based Telecom Company.
Over the years technologies of DOCOMO has defined industry bench
marks like 3G technology.
as
MIMO
(Multiple-Input-Multiple-Output)
multiplexing
Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of
market share respectively.
PRICE
Tata Docomo was the next one to employ disruptive innovation in the
Indian mobile industry. Currently the game is not played on the price front but
Value added services front, which is evident from the advertisements of Airtel
(Madhavan and Vidya Balan) and Vodafone (Zoozoos) in the past.
If Aircel is redefining how telecom operators approach value added
services and GPRS in India, Tata Docomo is doing its bit to change billing
practices.
The joint venture between Tata Teleservices and Japanese telecom
major NTT Docomo officially began rollouts with a plan to invest $2 billion for its
pan-India GSM services.
Customer Satisfaction
The 21 century belongs to the service sector. The customer of yester
year was a silent person who uncomplainingly purchased the goods from the
market place. There is a new customer emerging today. Customer satisfaction
can be defined as, customer satisfaction is the feeling derived by the consumer
when he compares the actual performance of the products with the
performance that he expects of it.
The measurement of the customer satisfaction typically begging when
a company realizes that their customer s is the people, who provide the
revenues that, hopeful, will cover expenses. Most companies start by
establishing a customer satisfaction baseline. Then they target year by year
improvement.
Understanding customer requirement and delivering superior quality
goods and services to achieve composer satisfaction lead to the retention and
growth of the customer.
General Idea about the satisfied customer:
Higher end products where price is not the primary buying factor.
not at all a given these days. It is especially important to retain those employees
who interact with customers such as sales people, technical support, and
customer-service people. Many companies give a lot of attention to retaining
sales people but little to support people.
The increasing trend today is to send customer service and technical
support calls into queue for the next available person. This builds no personal
loyalty and probably less loyalty for the firm. Before going this route, be sure this
is what your customers prefer.
Instant Feedback:
Recently, many organizations have implemented feedback loops that allow
them to capture feedback at the point of experience. For example, National
Express, one of the UK's leading travel companies invites passengers to send text
messages whilst riding the bus. This has been shown to be useful as it allows
companies to improve their customer service before the customer defects, thus
making it far more likely that the customer will return next time.
Listen to your customers:
Is there anything more exasperating than telling someone what you want or
what your problem is and then discovering that that person hasnt been paying
attention and needs to have it explained again? From a customers point of view, I
doubt it. Can the sales pitches and the product babble. Let the customer talk and
show them that you are listening by making the appropriate responses, such as
suggesting how to solve the problem.
MARKETING STRATEGY
Tata Docomo appears to be banking heavily on its tariff plans
the
company is offering a 1 second pulse instead of the usual 1 minute pulse that
other telecom operators are offering. This means that consumers are charged on
a per second basis, instead of a per minute basis, and end up saving money on
unused seconds. A nifty little application How much can you really save on
Docomos website explains how this works. Rs. 0.01/second is a marked change
from the Re 1/min and Rs. 0.49/min charges that usually applies.
MARKETING MIX
4PS OF MARKETING MIX:
Product
Price
Place
Promotion.
PRODUCT:
TATA DOCOMO having good range of services. Tata Docomo provides both
postpaid and prepaid services. Tata Docomo having good quality network which
provides clarity in voice.
PRICE:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is
applicable for both prepaid and postpaid.
PLACE:
It is having good range of channels of distribution: As Tata already exist
Now while this plan might sound unique, it isnt that it hasnt been tried
before back in 2004, Tata Indicom had launched 1 second pulse plans, which
going by their current plans, appears to have been shelved.
At present, Tata Docomo has launched voice portals, 24-hour music, cricket
commentary and voice chat, apart from offering free Missed Call Alerts and
Voice Mail. Interestingly, voice based services are also being priced with a persecond-pulse: 24 hour music and voice chat are priced at Rs. 0.02/second. Caller
Tune search service Genie is also being priced at Rs. 0.02/second. This is a
marked change, again, from the per minute pricing, and can offer consumers
cheaper options.
Mobile pricing innovation Tata Docomo now charges per website for Mobile
Browsing!
This is surely a first world over Tata Docomo have gone ahead and
launched an innovative mobile Internet offering which allows users unlimited
usage of their favorite websites on mobile for a fixed cost.
Tata Docomo has been forefront in coming up with various attractive pricing
schemes, especially, in the pay-per-use paradigm. They were first to introduce
pay per second billing on calls, which now is followed by every mobile service
provider. They followed it with pay-per-minute and pay-per-call pricing plans as
well which has made them one of the fastest growing Mobile companies in India.
The new pay-per-website offering however, takes it to a complete
different level and unheard of pricing strategy. This is a very thoughtful strategy
and something which has potential to growth rapidly. Tata Docomo pricing
strategy.
Those with multiple site browsing needs can opt for a combo pack at just Rs 25
per month.
Customers have a bundle of options within various categories of social
networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail,
Yahoo, Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz).
Having said this, there is also a caveat If you thought it was valid for
unlimited useit is not.
Tata Docomo pay per site plan categorizes each service under 2
different genres Social Networking Site and Emailing & Instant Messaging. Each
site under this genre is priced at Rs. 10/- bundled with 200 MB free data usage
valid for 30 days, post which customers will be charged at 1p/kb. There are also
2 Combo options SNS Combo Pack and Emailing Combo Pack and each Combo
Pack is priced at Rs. 25/- bundled with 500 MB free data usage post which the
customers will be charged 1p/kb.
We have been quite impressed the way Tata Docomo have gone about
their innovative pricing models as well as marketing strategies.
Under the new plan, Tata-Docomo charges one paisa per character.
For example, a text which reads tnx (for thank-you) is charged at 3paise
instead of the normal sms charge.
The Impact
Tata Docomo has gathered significant market share, owing to its pricing
strategies.
Existing mobile operators are matching the price and the clear winners are
the subscribers since all the competition is sending the prices downhill.
Tata Docomo pricing strategy.
Advertisement strategy
Tata DOCOMO ropes in Ranbir Kapoor as brand ambassador
NEW DELHI: Tata Docomo, the GSM brand of Tata Teleservices (TTSL), today
appointed Bollywood star Ranbir Kapoor as its brand ambassador.
The company has inked a two-year contract with Kapoor and will roll out
various televisions, print and outdoor campaigns with the actor, starting with the
upcoming Indian Premier League (IPL) tournament.
"We think Tata Docomo is an inspirational brand and so is the charm
and personality of Ranbir Kapoor, so it is a great match. We will leverage him in
various campaigns to build the brand further," TTSL Head Corporate Marketing
Gurinder Singh Sandhu told PTI.
Tata DOCOMO will undertake various marketing initiatives with Ranbir
Kapoor, including television commercials, print campaigns, outdoors and retail
front displays, he added.
The company will introduce its new campaign during the IPL
tournament, which kicks off on April
According to media analysts, Tata Docomo is expected to spend in
excess of Rs 50 crore for the 360-degree campaign during the IPL season.
Other telecom operators like Bharti Airtel, Idea Cellular and Reliance
Communications have also appointed Bollywood stars as their brand
ambassadors.
While Airtel has worked with Shahrukh Khan, Saif Ali Khan and Kareena
Kapoor, Idea Cellular has Abhishek Bachchan as its ambassador. Reliance
Communications has worked with Hrithik Roshan.
Vodafone, on the other hand, has found success with its 'Zoozoos', the
egg shaped cartoon characters featured in its ad campaign.
PLANS
Tata DOCOMO Daily Plans. When
every day is different, why have
a fixed plan? A brand new day
calls for a brand new plan.
Choose from Daily plans on local,
STD, Night calling, GPRS & Music
and make your own Daily Plan.
Benefits:
Anytime purchase
Minimal cost
Ease of process
How to subscribe:
Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS &
Music.
Product options:-
STD at 3p/4sec
STD at 3p/4sec
Gulf at 11p/sec
Gulf at 11p/sec
Talk More
Night Talk
30 local minutes @ Rs.5 on
a. GPRS
10MB Free Browsing @ Rs.5 only.
World Calling
a. Entertainment
a. Cricket
subscriber activated the pack on 25th Feb'10 then the pack with daily validity will
expire at midnight of 25th Feburary'10#.
In case on night packs the expiry of the pack will be 7 am of the next day of
activation of the pack. Ex: A subscriber activated the night pack on 25 th Feb'10
then the pack with daily validity will expire at 7 am of 26th Feburary'10#.
The pack will get activated maximum within 2 hrs of request receipt on the
system. You will get an automated confirmation SMS once the same is
configured on our systems.
You can activate multiple packs in a day.
Competitor Analysis
The competition has intensified the past few months with new players
and schemes coming in. There has never been a better time for the customer to
get a mobile phone connection
There are at least six if not more operators to choose from in ever circle.
In June 09, TATA DOCOMO broke the old system of tariff by introducing per
second billing system. As soon as they did this, the other followed suit with price
cuts everywhere. Suddenly the idea of calls being free was not so outrageous.
The prices were reduced to such an extent that the viability of the business was
in questions. The competitive environment of TATA DOCOMO can be looked at
from the following perspectives
Market share
MARKET CAPITALISATION:
The equal competitors are coming up with their new tariffs, plans, special packs
and their varying services to prove themselves to be much competitive and
trying to anchor them firmly in this mobile sector.
Currently the Tata Docomo came up with its services with an all new tariff
scheme of pay per second which has brought out a massive revolution in the
market.
On 30th Oct the leading mobile service provider Bharti Airtel launched their
much awaited Pay per Second tariff all throughout India. The tariff comparison
with Airtel and TATA Docomo is as follows,
Airtel with its inception on 2001 renders number of customers but their tariff,
call rates to different network makes confusion and remains unstable. But
Docomos 1p/sec throughout India makes consumers to keep track of their
account and controls expenses.
Airtel has kept different SMS charges even in their Pay Per Second plan with local
sms being charged at Re.1 and National sms at Rs.1.50, whereas Docomo
introduced SMS charges based on the number of characters. No recharges are
needed to opt for per second calling after one year.
Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to
circle. Docomos does not charge anything extra for activating the per second
pack since the tariff plan by default is on per second basis.
The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20%
higher to other operators whereas A2A calls are kept at 1p/sec and that to other
operators are charged at 1.2p/sec. But Tata Docomo is offering a limited period
offer of STD calls at 1p/sec.
But Airtel is older than Docomo so it has compact network links than Docomo ,
so this is the place where Docomo has to establish itself.
Meanwhile it is found that Docomo with both GSM and CDMA network
added over 4 million subscribers in September, beating market leader Bharti
Airtel yet again. Airtel had 2.5 million new users in September.
The battle has just begun as new operators are still to join the war. Do have
your say what you edict is going to be ?
SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS
STRENGTHS:
First to introduce seconds tariff plan (seconds pulse)
Good brand image of Tata services
Having large variety of plans
Plans are affordable by any common person.
WEAKNESS:
Signal strength.
Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
OPPORTUNITIES:
Have a great opportunity to expand its services.
To introduce any new plans for internet users.
Introduce 3G compatible services.
group of companies (holding), as the case may be. The solution's standard subject
matter is the conceptual preparation of the client's new organization and the
implementation thereof, which is broken down into detailed organisational and
functional patterns including job structure and category. Other steps include a
preparation of the company's (holding) management rules, setting the basic
functions, competencies, powers and responsibilities for individual management
levels of a company (holding), and the preparation of a company's (holding) basic
internal policies.
ORGANISATIONAL CULTURE OF TATA DOCOMO
In TATA DOCOMO the organizational culture is the workplace environment
formulated from the interaction of the employees in the workplace. Organizational
culture is defined by all of the life experiences, strengths, weaknesses, education,
upbringing, and so forth of the employees. While executive leaders play a large role
in defining organizational culture by their actions and leadership, all employees
contribute to the organizational culture.
EXTERNAL ENVIRONMENTAL ANALYSISPolitical
Not favourable in terms of Recent spectrum allocation {2G-scam}.
Also UPA will bring some new changes as the social pressure is so high{Anna
hazare movemenet}.Some new guidelines are coming up.
ECONOMICAL
Teledensity has improved from under 4% in March 2001 to 53% by the end
of March 2010.Cellular telephony has emerged as the fastest moving business
segment.
Unexplored rural market. Usage may be low but volume can be high.
Due to immense competition and lowest call rates in the world there are
wafer thin margins as well.
SOCIAL
Youth population is increasing, adoption to new technologies has become
daily routine, more litracy rate and more purchasing power of Domestic consumers
makes this industry more than attractive.
Youth will control the economy within next 10 years and companies need to
meet their ever changing and newest deamands.
Plans and tariffs need to be updated according to current demand and social
habbits.
Devolopment of new apps and cool value added services are in demand.
TECHNOLOGY
Tata Docomo is enjoying the distinct advantage of the backing up of NTT
Docomo which proven innovative technology.It is first in Inidia to roll out 3G
services in India resulted a growth of 30%-40% in VAS and also planning to bring in
3G enabled mobile phones at an affordable price.
ENVIRONMENTAL
People have growing concern about the kind of damage cellular wave do to
the brain and other parts of the body.
TATA Docomo should be the first to acknowledge the concern of the people
by innovating ways that that can make the waves less harmfull.
LEGAL
Recently due to alligations and speculations surrounding the 2G Spectrum
sale many service providers are in legal doldrums and have to face wrath of CBI and
judiciary.
Whereas TATA Docomo has benefitted from his fare policies,it should par its
back for this and march on with the progress it has seen with full vigour,
STP ANALYSIS-
Recommendations
The availability of recharge voucher should be made available when required by
the customers. As this give the good impression about the company.
The network coverage is another asset for the companys image, which needs to
be preserved in future.
The overall image of the customer care services was found to be good but with
some loopholes related to delays in problem solving.
The company should be more prompt in handling the queries and problem of the
customer, which is vary essential for the prepaid card so as to retain the
customers with the company in future.
The customer care executives should be more efficient in handling the customer
and also more friendly and polite their conversation, while dealing with the
customer.
CONCLUSION
After analysis and interpretation of the data it can be concluded that
Tata Docomo is providing a broad range of various schemes ranging from
international calling to hello tunes. This is the critical factor to attract various
customers. Wide range of schemes is also leading to increase in number of
customers with rapid pace for Tata Docomo.
Tariff charges introduced by the Tata Docomo are found to be cheaper
than other services. Tata Docomo has emerged as a giant killer due to their tariff
plans and heading towards the position of dominator.
Tata Docomo is providing some unique features and services like pay
per second, SMS per character, pay per site plans that are making them being
different from their competitors.
Awareness of the Tata Docomo is spreading widely among people due
to their promotional activities. Buyers are now insisting for cheaper plans or
threatening to opt out.
Majority of the customers are satisfied with the services of the Tata
Docomo and they are not ready to switch on to other service providers.