1.COMPANY PROFILE 2.HISTORY 3.MOBILE SERVICES CIRCLES 4.MARKETING STRATEGY 5.DISRUPTIVE INFORMATION 6.PRICING STRATEGY 7.COMPETITORS ANALYSIS 8.ADVERTISING 9.SWOT ANALYSIS 10.CONCLUSION
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 operators-in the Japanese market, the company is clearly the preferred mobile phone service provider with a50 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
DOCOMO. Incorporated in 1996.how on helping the company develop its GSM business. comprising of senior personnel from both companies.
. Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Tata Indicom. Despite being a late entrant. TTSL's CDMA brand. particularly integrating services at the platform stage. has already established its presence and is the fastest-growing pan-India operator. Today Tata Teleservices Limited. the world’s leading mobile operator will work closely with Tata Teleservices Limited management and provide know. Public Booth Telephony and Wire-line Services. serves over 37 million customers in more than 320. both in terms of services and handset designs.started conducting LTE trials in physical geographies.000 towns and villages across the country offering a wide range of telephony services including Mobile Services. not just inside laboratories! DOCOMO is also a global leader in the VAS (Value-Added Services) space. Wireless Desktop Phones. The committee is responsible for identification of the key areas where the two companies will work together. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATA DOCOMO brand. along with Tata Teleservices (Maharashtra) Ltd. TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee.
Tata Teleservices Limited now also has a presence in the GSM space. The company has rolled out GSM services in 14 of India’s 22 telecom Circles in a quick span of under six months. 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 world’s leading mobile operators-in the Japanese
. TATA DOCOMO has received a panIndia license to operate GSM telecom services—and has also been allotted spectrum in 18 telecom Circles. 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 offers differentiated products and services under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. through its joint venture with NTT DOCOMO of Japan. and has already redefined the very face of telecoms in India.
Tata Docomo mobile services available in these following circles:
Bihar & Jharkhand Tamil Nadu Orissa Andhra Pradesh Karnataka
. the company is the clear market leader. We will also generate value for our capabilities beyond indian borders while enabling millions of India’s knowledge workers to deliver their services globally.
We will leverage our strength in executing complex global.scale projects to make leading edge information and communication servies affordable by all individual consumers and business in india. We will offer unparalleled value to create customer delight and enhance business productivity.
Currently. used by over 50 per cent of the country’s mobile phone users.market.
Kerala Kolkata Maharashtra & Goa Madhya Pradesh Chhattisgarh Haryana Chennai Eastern Uttar Pradesh Western Uttar Pradesh Punjab Rajasthan .
. Recently Launched.Recently Launched Rest of West Bengal.
This means that consumers are charged on a per second basis. and end up saving money on unused seconds. PRODUCT :
. 0. 0.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.01/second is a marked change from the Re 1/min and Rs. Rs. instead of a per minute basis.
4P’S OF MARKETING MIX : Product Price Place Promotion. A nifty little application “How much can you really save” on Docomo’s website explains how this works.49/min charges that usually applies.
TATA DOCOMO having good range of services. Tata Docomo provides both postpaid and prepaid services.
PRICE : It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable forboth prepaid and postpaid.
PROMOTION : Advertising: TATA DOCOMO following different style of advertising pattern in TV’and newspapers. It has wide range of channels of distribution to sell TATA DOCOMO services. Due to that reason it was reaching public very fast. Tata Docomo having good quality network which provides clarity in voice.
PLACE: It having good range of channels of distribution: As Tata already exist in this field of telecommunications as Tata Indicom.
typically by being lower priced or designed for a different set of consumers. If Aircel is redefining how telecom operators approach value added services and GPRS in India. Tata DoCoMo was the next one to employ disruptive innovation in the Indian mobile industry. which is evident from the advertisements of Airtel (Madhavan and Vidya Balan) and Vodafone (Zoozoos) in the past. 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. We’ve earlier seen how Reliance India Mobile changed the mobile industry by coming up with the lowest tariff in the beginning of this decade.
. The call charges were around Rs 2-3 per minute and because of Reliance this was brought down to around Re 1 per minute.Disruptive Innovation in the Indian Telecom Industry by Tata DoCoMo
Wikipedia defines disruptive innovation as an innovation that improves a product or service in ways that the market does not expect. Indian Telecom space was “disrupted” by Tata DoCoMo when they came out with a ‘1 paisa per second’ tariff. Tata DoCoMo is doing its bit to change billing practices. Currently the game is not played on the price front but Value added services front.
Tata-DoCoMo also launched its first mobile handset in September 2010. apart from offering free Missed Call Alerts and VoiceMail. Caller Tune search service ‘Genie’ is also being priced at Rs.49/min charges that usually apply. 0.TATA DOCOMO PRICING STRATEGY
Tata DoCoMo appears to be banking heavily on its tariff plans – the company offers a 1 second pulse instead of the usual 1 minute pulse that other telecom operators were offering. and can offer consumers cheaper options.
. 0. appears to have been shelved. Now while this plan might sound unique. which going by their current plans. A nifty little application “How much can you really save” on DoCoMo’s website explains how this works.01/second is a marked change from the Re 1/min and Rs. Interestingly. 24-hour music. Tata DoCoMo has launched voice portals. 0. Tata Indicom had launched 1 second pulse plans. This means that consumers are charged on a per second basis. it isn’t that it hasn’t been tried before: back in 2004. and end up saving money on unused seconds.02/second. At present. from the per minute pricing. again.02/second. 0. instead of a per minute basis. which is dominated by AirTel and Vodafone. Rs. Tata-DoCoMo. voice based services are also being priced with a per-second-pulse: 24 hour music and voice chat are priced at Rs.
An initiative that has taken the service provider industry by storm
The pay per second model has really paid off well for the latest entrant in the Indian GSM space. This is a marked change. The new pricing strategy from Tata-DoCoMo has changed the rules of the GSM game. cricket commentary and voice chat.
This is a very thoughtful strategy and something which has potential to growth rapidly. Linked-In. Pay per site offer two combination: • Those only interested in single websites need to pay Rs 10 per site • Those with multiple site browsing needs can opt for a combo pack at just Rs 25 per month. The new pay-per-website offering however. Yahoo! Messenger. there is also a caveat – If you thought it was valid for unlimited use…it is not. Customers have a bundle of options within various categories of social networking sites (Facebook. Orkut). especially. Rediff) and chat messengers (GTalk. in the pay-per-use paradigm. which now is followed by every mobile service provider. takes it to a complete different level and unheard of pricing strategy. 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. Tata DoCoMo has been forefront in coming up with various attractive pricing schemes. Nimbuzz). Yahoo. They were first to introduce pay per second billing on calls. Having said this.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 favourite websites on mobile for a fixed cost. mail options (Gmail. Twitter. Tata DoCoMo pay per site plan categorizes each service under 2 different genres – Social Networking Site and Emailing & Instant
. Tata DoCoMo pricing strategy.
Tata-DOCOMO bills its customers “by-the-character”. post which customers will be charged at 1p/kb. Each site under this genre is priced at Rs. There are also 2 Combo options – SNS Combo Pack and Emailing Combo Pack and each Combo Pack is priced at Rs. It is a very attractive marketing scheme. 10/bundled with 200 MB free data usage valid for 30 days.
“Per Character” SMS Pricing
On 8th September 2009. since many wireless subscribers.
. tend to pepper their text messages with abbreviations and acronyms. almost by habit. a text which reads “tnx” (for “thankyou”) is charged at 3paise instead of the normal sms charge. the GSM branch of the Indian carrier Tata introduced a novel pricing strategy for text messaging.
Tata DoCoMo has gathered significant market share. Under the new plan. 25/. We have been quite impressed the way Tata DoCoMo have gone about their innovative pricing models as well as marketing strategies. owing to its pricing strategies.bundled with 500 MB free data usage post which the customers will be charged 1p/kb. Tata DoCoMo pricing strategy. Tata-DoCoMo charges “one paisa per character”. rather than on a per message basis. Under the brand “Diet-SMS“. For example. Existing mobile operators are matching the price and the clear winners are the subscribers since all the competition is sending the prices downhill.Messaging.
the other followed suit with price cuts everywhere. The competitive environment of TATA DOCOMO can be looked at from the following perspectives
• Market share
The competition has intensified the past few months with new players and schemes coming in. As soon as they did this. TATA DOCOMO broke the old system of tariff by introducing per second billing system. 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. 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 government issued fresh licenses in 2008.
.As a result of this the market gets crowded though incumbents‟ still hold larger market shares are shown above. However a point to note is that the new players have lower entry costs with very deep pockets. They also have no legacy issues like the older players and hence are more adept to changes market situations. The cost of infrastructure has reduced dramatically due to the market growth and DOCOMO had an advantage here.
is Presently banking on its services to garner visibility and a share in the telecom pie. the youngest among telecom players in India to offer GSM.Tata Docomo.•
As profits margins are becoming thin. Though there have been some signs of recovery
ADVERTISING MEDIA CHANNELS :
India . The launch of Tata Docomo also announced the intention of the brand to associate
. the market capitalization of listed telecom companies has fallen.
though other telecom providers have followed suit since. where everyone is doing their own thing. others pitch in and soon most of the train is singing along. The ad ends with the super. offered pay-per-second billing. Slowly and steadily. The company has carried out a few adverts that highlight the brand's unique features and some other topical advertising during Ganesh Chaturthi and Diwali. for the first time in the country. 'Why walk alone when we can dance together'. A couple of the travelers don't like the solemn mood and start humming the Docomo tune. Tata Docomo.
TataDoCoMo launched ‘ Keep it Simple’ campaign with Rabir Kapoor!
Cutting through the clutter that the Indian telecom landscape finds itself in—with customers forced to jostle with confusing and
. The latest from the GSM provider is the 'Friendship Express' TVC.with the thought 'do'. The ad opens inside train.
by providing differentiated products and services. and hence the consumer’s life. This campaign is simple. Tata DOCOMO’s unique Keep It Simple Campaign is in a form of a stand-up comedy show with many episodes. which will be aired during the course of this IPL season. with the launch of its new brand campaign. services and tariff plans—Tata DOCOMO is ‘Doing the New’ again. and presents the Tata DOCOMO product and/or service as a means of simplifying things.complicated products. aptly titled ‘Keep It Simple’. It focuses largely on how Tata DOCOMO simplifies the telecom experience.
. captures the various moods of Ranbir—depicting those of Tata DOCOMO. Each individual advertisement starts by illustrating a complexity in the category.
TYPE : Pulse rate Price pack Validity 1 sec Rs.49 life long
CALL RATES: Local rates paisa/sec
. 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.
Postpaid connections are not available as of now.
. Concentrating only on rural areas.Tata Docomo Tata CDMA Other GSM Landline/CDMA STD rates Tata Docomo Tata CDMA Other GSM 1
1 1 1
2 2 2
WEAKNESS: Signal strength. Customer services are not satisfactory.
. To introduce new combined plans like.
THREATS: If signal strength is not increased it may lead to change in the network service by the customers.
Heavy competition from all other network providers. Have a great opportunity to expand its services. To introduce any new plans for internet users. Introduce 3G compatible services. SMS. Internet.
Tata has to clarify whether this 1ps/sec will continue till its lifecycle. Calling integrated offers.
In the VAS space also we would replicate the pay per second model. TATA DOCOMO also wants to change the set paradigms. various plan offerings. be it off network or on network. the tariff is rarely a point of differentiation and is saturated. the tariff scene in India is very complicated. In the telecom market.
. different tariffs. STD. Like today‟s youth that wants to break the rules. ISD. However TATA DOCOMO„s main differentiating factor was the per second billing. They just have one plan.Self Analysis
TATA DOCOMO is positioned as a very youthful brand. which is in line with our strategy to simplify. Apart from that they also have differentiate themselves on VAS platform. They are projecting themselves as brand that breaks through the clutter and tries to simplify things. so many schemes. for consumers it is a humungous task to sift through all and find the right scheme. Currently.
But it should be understood that only those players with understanding of the market and the ones who can capture the consumer‟s imagination will continue to survive and prosper in the long run. It can be gained that the industry is currently in turmoil due to the continuous focus of capturing an increasing pie of the expanding market. It has made the major players of the industry sit up and relook at their strategies. TATA DOCOMO revolutionized the billing system in the country with per second billing but it needs to continuously adapt itself to the changing environment in order to come out as the eventual winner.
. It can be observed that the brand though not widely available across India has been widely accepted as a Giant Killer.Conclusion
The only understanding of the Brand Identity Implementation can be gained from actual market results of the brand once it is launched.
KARAN JAIN 19