A MARKET SURVEY REPORT ON “Recharge and Sim card penetration in female segment”

Tata Docomo, Bareilly

Session : 2009-2012

Submitted by: Akshay Agarwal

Submitted to: Mrs. Deepti Raj Sharma

Contents
1. Preface 2. Acknowledgement 3. Declaration 4. Terminologies 5. Introduction of Tata Teleservices 6. Tata Communications 7. Company Background 8. Company Profile 9. Understanding Environment 10.TTSL Network 11.NTT Docomo 12.Tata Docomo 13.Brief History of Telecom Sector 14.Products of the Company 15.Market Share 16.SWOT Analysis 17.Organizational Chart 18.Objective of the study 19.Research Design 20.Research Model 21.Competitor Analysis

22.Graphs 23.Findings 24.Difficulties and Limitations 25.Recommendations 26.Questionnaire

PREFACE
The present report is on “RECHARGE AND SIM CARD PENETERATION IN FEMALE SEGMENT”. In addition, the report studies the comparative analysis of private players in Telecom sector, the penetration of the Starter Packs and Recharges in Feminine sector, the benefits of the Starter Packs, different recharges – FRC’s, STV’s and other recharges (Value Added Services). The aim of the study is to gain insight into the Penetration of Tata Docomo Starter Packs and other products.It is basically to find out whether they know about the Core Benefits and Benefits over the core Benefits(like FRC’s &STV’s) of Tata Docomo Prepaid Starter Packs. In this report, the whole research is circumfeiring around the competitive

(Karamjot Enterprises. . The above comparison has lead to undertake The Research to know the penetration level of Tata Docomo products in Feminine Society .This Research is a milestone in terms of Telecom sector. Puneet Shrivastava (CSM). Mr.Ashok Singh (Zonal Manger. Nidhi Bhasin (ZCSD ) & Channel Partners (Laxmi Enterprises . Tata Docomo Bareilly) who provided me the golden opportunity to work on such a wonderful project which was a great learning experience for me. This is the first time a research has been conducted on the buying behavior of Feminine Society. Arvind Upadhayay (CSM).analysis of Tata Docomo products compared with competition live products. value &Perceived value. ACKNOWLEDGEMENT I am privileged to begin this project by acknowledging Mr. Mr. Ms.The TRAI data has been asserted that in India total tale density of 52% the Feminine Gender is 24% and that is why this first time my this feminine centric research is a milestone in telecom history.Anuj Agarwal). I would like to express my gratitude for the able guidance and support provided by Mr.Sandeep Arora) since very inception of the project. on scale of price. Mr.

The receiver then decodes the message and gives the sender a feedback. I would like to acknowledge all the people who were Involved and helped me in making this Project. guidance and support. or information by speech. however The receiver need not be present or aware of the sender's intent to communicate at . and an intended recipient. Mili Sehgal (Dean.I would like to thank Dr. or signs". I am also thankful to Deepti Raj Sharma (Project head) and all other faculty members for their assistance . At last but not the least. Communication is a process whereby information is enclosed in a package and is Channeled and imparted by a sender to a receiver via some medium. a message. writing. Communication is commonly defined as "the imparting or interchange of thoughts. All forms of Communication require a sender. Invertis University) for his encouragement & important suggestions. opinions. Communication processes are sign-mediated interactions between at least two agents which share a repertoire of signs and semiotic rules. What is Communication? Communication is a process of transferring information from one entity to another.

eye conduct. • MESSAGE-The information which has a commonly understood meaning. and tone of voice. song. . paralanguage.The time of communication in order for the act of communication to occur. touch. sign language. and there are non verbal means. through media. Communication requires that all parties have an area of communicative commonality. such as speech.e. • SINK-The place or person from where the message is received. graphics and sound. Elements of Communication• SOURCE-The place or person from where the message is sent. • MEDIA-The path or the means by which the message travels.. such as body language. pictures. i. and writing. There are auditory means.

The collection of addresses in the network is called the address space. The links connect the nodes together and are themselves built upon an underlying transmission network which physically pushes the message across the link.What is Telecommunication? A telecommunications network is a collection of terminals. Each terminal in the network must have a unique address so messages or connections can be routed to the correct recipients. Networks may use circuit switching or message switching. 1876-Alexender Graham Bell patented the telephone 3. Examples of telecommunications networks are: • • • The Internet Network The Telephone Network The Computer Network Telecommunication Journey1. links and nodes which connect together to enable telecommunication between users of the terminals. 1895-Marconi invented wireless radio telegraph . 1837-Samuel Morse patented the Telegraph 2.

Function of Telecommunication Network• Messages are generated by a sending terminal.g. commercially deployed. The bearer part is the actual content that the user wishes to transmit (e. 1950-First public marriage of radio and telephony-MTS(Mobile Telephone System) 6. 1983-1G Mobile AMPS. or an email) whereas the control part instructs the nodes where and possibly how the message should be routed through the network. and then pass through the network of links and nodes until they arrive at the destination terminal. A large number of protocols have been . • The messages consist of control and signaling and bearer parts which can be sent together or separately.4. some encoded speech. 1920-Radio used for communication broadcasting 5. It is the job of the intermediate nodes to handle the messages and route them down the correct link toward their final destination.

.developed over the years to specify how each different type of telecommunication network should handle the control and bearer messages to achieve this efficiently.

are the starting and stopping points in any telecommunication network environment. (i. • Terminals.e. convert data from digital to analog and back) • Telecommunication Channels -are the way by which data is transmitted .support data transmission and reception between terminals and computers by providing a variety of control and support functions. and telecommunications control software.Components of Telecommunication NetworkA telecommunication networks are made up of five basic components that are present in each network environment regardless of type or use. computers. telecommunications channels. • Telecommunication Processors. Any input or output device that is used to transmit or receive data can be classified as a terminal component. These basic components include terminals. telecommunications processors.

and received. • Telecommunications control software is present on all networked computers and is responsible for controlling network activities and functionality. • In a Communication environment computers are connected through media to perform their communication assignments. Telecommunication channels are created through a variety of media of which the most popular include copper wires and coaxial cables. . Fibre optical cables are increasingly used to bring faster and more robust connections to businesses and homes.

5G 3G Systems AMPS GSM. .Wireless Technology Evolution Stage 1G 2G 2.CDMA one IS-95A CDMA 1X WCDMA Features Mobility Roaming.CDMA 2000.GSM CDMA-(Code Division Multiple Access)-Each user has a private code.but it only belongs to the user during certain timeslots in a repeating sequence.global roaming CDMA one IS-95B.the presence or absence of their signal can be detected thus conveying information.If a user’s code patterns is known. Each user’s signal is a continuous unique code pattern buried within a shared signal.GPRS Medium speed Data Multiple Access TechniquesFDMA-(Frequency Division Multiple A ccess)-Each user has a private frequency.IS95.Each user has a private frequency.Capacity.high speed data.Quality More capacity.eg.1x EV-DO etc.eg.eg. mingled with other user’s code patterns.AMPS TDMA-(Time Division Multiple Access)-Each user is a specific frequency.

incomplete coverage and poor sound quality Properties-More secure broader coverage .Mobile Technology : Wireless Evolution 1G 2G 3G System-Analogue System-Digital System-Digital Application-Voice Application-Voice+ Little Circuit-Switch Data Application-Voice +Video +Packet –Switch Data Speed-Depends on Analogue Signal Speed-9.connection to internet. always connected Properties-Unstable .4kbps Speed-38. better sound quality .6kbps-14. positioning capability .more stable allows more users.4kbps for mobiles and 2mbps for stationery Properties-Multimedia data.

Mobile Technologies-Wireless Protocols • WAP-A mobile browser .Almost 3 times faster speed as compared to GPRS. Available space is used in form of packets and used alternatively to download data • EDGE-Specification for data transfer on GSM networks. security information and variety of other .a program that lets you access and read content on a network from a mobile device. Subscriber Identity Module Card-(SIM CARD)• A small printed circuit board that must be inserted in any GSM/CDMA based mobile device. • It contains subscriber details .Faster data transfer as compared to GPRS due to compressed data packets. • GPRS-Enables data transfer on GSM phones.

• Broader availability of compatible equipment • Common standard and MoU agreements allows roaming • Multi Band phones available for 900. . GSM • GSM stands for Global System for Mobile Communication • It works on TDMA principle.1800 and 1900MHz History of GSM • Early 80’s Europe was experiencing rapid growth in the analog cellular telephone systems.function such as memory storage etc.

• GSM mandate was to develop a standard to be common for the countries that created it-to provide service to the entire European Continent.• 1982 Conference of European Posts and Telegraphs (CEPT) GSM(Group Special Mobile) group was formed to study and develop a Pan-European public land mobile system. • Late 1980’s GSM work was transferred to European Telecommunication Standard Institute (ETSI) and SGM (Special Mobile Group) • 1987 ETSI overseas the criteria of GSM MoU (Memorandum of Understanding) Association • Formal objective of GSM MoU Association is the promotion and evolution .

of GSM systems and GSM platforms • Concepts of Published international standard and a constantly evolving common standard are unique to GSM • Work groups throughout the world specifically designed to allow interested parties to meet and work on finding solution to systems enhancements that will fit into existing program of GSM operators Phases of GSM .

.• • PHASE 1 of GSM specifications was published in 1990. International Demand was so great that the system name was changed from Group Special Mobile to Global System for Mobile Communication • • • • • • Commercial Service started in mid 1991 First paying customers were signed up for service in 1992 36 GSM Networks in 22 countries by 1993 1.3 million subscribers worldwide by 1994 25 million subscribers worldwide by 1996 55 million subscribers had grown by October 1997 worldwide.

MOBILE EQUIPMENT(ME)• • • Produced by many different manufacturers Must obtain approval from standardization body Uniquely identified by an IMEI(International Mobile Equipment Identity) 2. SUBCRIBER IDENTITY MODULE CARD(SIM CARD)• • Smart card containing the International Mobile Subscriber Identity(IMSI) Allows user to send and receives calls and receives other subscribers services • • • Encoded network identification details Protected by a password or PIN Can be moved from phone to phone-contains key information to activate the phone .SYSTEM ARCHITECTUREMobile Station• It is composed of two entities(MS)- 1.

GSM Criteria • • • • • • Good subjective speech quality Support for International roaming –one system for all of Europe Ability to support handheld terminals upport of range of range of new services and facilities Enhanced privacy Security against fraud .

LTA.China &India) Better battery life through time based technology (not always transmitting) Faster data speed at the same generation Portable with SIM Cards RUIM’s are available with CDMA now as well No deterioration of voice quality 1 tower at every 12 miles More deterioration as more users join 1 tower at 8 miles . US.Comparison between GSM & CDMA GSM CDMA Most users globally(over 1billion) More networks to roam on(over 200 areas) 212 million users (Korea.

Mobile Technology: WCDMA • Wideband CDMA (Code Division Multiple Access)-Radio /air Interface selected for GSM evolution • Often reffered to as UTMS(Universal Mobile Telecommunication System ) works on the 2100 MHz band • Increased Voice capacity /data rates .improved services -Upto 384 kbps -Simultaneous voice/data • • Japan launched WCDMA network in 2001 WCDMA networks now operating commercially in about 48 countries .

or you donot wish to receive calls . And if you have a caller ID phone . • CALL DIVERTINGIt is the network feature which is provided free of cost.If your phone is unreachable /out of service area.Call Management Services • CALL WAITINGWith call waiting you will know if another call is coming when you are already on the line.the incoming calls can be diverted to other phone numbers • 3 WAY CONFERENCEIn this facility three people can speak together at the same time on the phone • CLIPCaller Line Identification Presentation is a service that provides for subscribers the name and telephone number of the callers which appear on a display as the call is being received.the names and numbers of the incoming calls will be displayed when you are on the phone. .

Types of SIM’s available are 8k/16k PUK-Personal/Pin Unlocking Code • • • It is an 8 digit number.PIN & PUK PIN-Personal Identification Number • • The SIM Card has a security feature called the PIN. It is unique for each SIM Card Customer cannot change it .

Concatenated Messaging-message longer than 160 characters broken into multiple message.Network Services-SMS • • SMS stands for Short Message Service SMS feature in mobile devices allow users to send and/or receive short alphanumeric messages. • Recipient Device rejoins (concatenates)separate messages and displays as single message. • • A standard message limited to160 characters. • Upto 3 connected messages(450 characters) .

Next Generation support up to 100 kb EDGE phones will support upto 300kb Some phones support multi slide format MMS .Multimedia Messaging Service• MMS stands for Multimedia Messaging Service Called as Next Generation of Messaging -Text -Images -Audio/MIDI clips • • • • • First Generation phones support message up to 45kb.

Network Services-Triband• Specific to handsets ,a tri-band cellular phones will operate on 3 different frequencies, depending on the available network. Outside America ,the GSM frequencies used are 900MHz and 1800MHz. • • American GSM operates at 1900 MHz. The Introduction of Tri-Band phones is a further step towards true world roaming.

WHY 3G?
 Voice is the minimum basic requirement  Data is the future  2.5G can give speed up to 153/307 kbps(CDMA) and 40 kbps(GPRS)  3G provides following Data Speed-144 kbps- Vehicle -2Mbps- Indoor It is the Third Generation (3G Networks) and were conceived from the Universal

Mobile Telecommunication Service(UMTS)concept for high speed networks for enabling a variety of Data Intensive Application.

3G systems consist of two main stanstandards,CDMA 2000, W-CDMA,as well as other variants such as NTT Docomo’ s Freedom of Mobile Multimedia Access(FOMA) and Time Division Sychronous Code Division Multiple Access(TD-SCDMA) used primarily in China.

3G providesIt provides faster speed for Data Intensive application such as video.In addition,3G provides faster speed on per user basis .It is also helpful to provide greater overall capacity for voice and data users. For eg-NTT Docomo’s plan to migrate I mode users from 2G PDC network to FOMA is driven by overall capacity concerns,as apposed to individual user data speed requirement.

3G-SERVICESMEDIA INDUSTRY• BROADCASTING • PUBLISHING • ENTERTAINMENT • BROWSING

INFORMATION SOCIETY

TELECOM INDUSTRY-FIXED -MOBILITY

COMPUTER INDUSTRY-DESKTOP COMPUTING -PC-LAN -PC

INTRODUCTION Vision and Mission of Tata Docomo Vision of the Company• Trusted services to the 100 million Happy Customers by 2011

Mission of the Company• To empower every Indian to connect to the world affordably

Aspiration Statement•

“To be the most loved Tele –service Brand”

• Simplifying and enriching people’S LIVES • A Joyful place to work

• Refreshingly Different TATA DOCOMOTata Docomo promise is simple:  To value honesty and put a limit on it  To be clear and fair  To be refreshingly different an always forward approach  To be liberating (From this Per second plan was born)  Per second pulse for all voice calls  SMS charges determined by length of messages  All VAS IVR’S at per second pulse .

Pack your Bags.  Get set Do…Be the Achiever .Tata Docomo Taglines Why wait for an answer?-Be Heard EVERYTIME. Call 121(Toll Free)  Why look for the Finish Line?  Why count the minutes -1p/sec (Across India)  Why stick to the same?  Why do the Done?  Do the New……. .24 Hour Customer Care..

Responsibility for Results  I.Customer Focus  R.Initiative with speed  S.Passion for Achievement INTRODUCTION Tata Teleservices LimitedTata Teleservices Limited spearheads the Tata Group’s presence in the Telecom .CRISP of TATA DOCOMO C.Self – Confidence with consciousness  P.

It was incorporated in 1996. .It launched Mobile operations in January.5 million shareholders.75G EDGE TECH) to provide a variety of options for wireless mobiles Broadband access. Tata Indicom and today enjoys a PAN-INDIA presence through existing operations in all of INDIA’s 22 telecom circles.50000 employees worldwide and more than 3. It has embarked on the growth path since the acquisition of HUGHES Tele.The Company has recently introduced the Photon+ (2.com(INDIA)Limited (renamed Tata Teleservices(Maharashtra)Limited by the Tata Group in 2002.2005 under the Brand.sector.1x technology platform in INDIA. The Company is the market leader in the fixed wireless telephony market with its Brand Walky.The Tata Group had revenues of US$75 Billion in the financial year 20082009 and includes over 90 companies over 3.Tata Teleservices Limited is the pioneer of the CDMA.

It has made a significant milestone in the INDIA Telecom landscape. through its Joint Venture with NTT Docomo of Japan.The Company’s network has been rated as “Least Congested Network” in INDIA. It arises out of the Tata Group’s strategic alliance with Japanese telecom major NTT Docomo in November. for last five consecutive Quarters by Telecom Regulatory Authority of INDIA through independent surveys. It has received a PAN-INDIA license to operate GSM telecom services and has also allocated spectrum in 18 telecom Circles. The Company has rolled out GSM services in 14 of INDIA’s 22 telecom Circles and also has a spectrum in 18 telecom Circles.being the pioneer in the per second tariff option –part of its “Pay for what you use”.use by 50 percent of the country’s mobile users. it offers different products and services under the Tata Docomo brand name. Tata Teleservices Limited now has a presence in GSM space. .Tokyo based NTT Docomo and its world’s leading mobile operators –in Japanese Market the company is the Market Leader .

and Communication .leadership in Global International Voice . . service providers and INDIAN consumers. NSE of INDIA . Tata Communication leverages its advanced solutions capabilities and domain expertise across its global and PAN-INDIA network to deliver managed solutions to multinational enterprises. Tata Communication’s depth and breath of reach in emerging markets includes Leadership in Indian enterprise Data services . With leadership positions in emerging market.Tata CommunicationsTata Communication is a leading Global Provider of the new world of communications.with connectivity to more than 200 countries across and nearly 1 million square feet of Data Centre and allocation space worldwide. The Tata Global Network includes one of the most advanced and Largest Submarine Cable Networks . Tata Communication Limited is listed on BSE.

Company BackgroundTata Teleservices is a constituent of Tata Group headquarters in Navi Mumbai. an Indian conglomerate. Orissa. Himachal Pradesh. Rajasthan. in association with Virgin Group. Kerela.In February .Gujarat Jammu & Kashmir. Tata Teleservices has created a PAN-INDIA presence spread across 20 circles that includes Andhra Pradesh. In November 2008. Karnataka. Uttar Pradesh (East).070 crores ($2. Tata Teleservices was the pioneer to launch CDMA mobile services in INDIA with the Andhra Pradesh circle. The Company acquired Hughes Telecom (India)Limited (India)Limited (now renamed Tata Teleservices (Maharashtra)Limited in December 2002. Japanese Telecom Giant NTT Docomo picked up a 26 equity stake in Tata Teleservices about Rs 13. Tamil Nadu. Madhya Pradesh and West Bengal. Bihar. Punjab.7Billion )or in enterprise value of Rs 50.38 Billion). North East. Incorporated in 1996. Haryana. Mumbai. Kolkata. Uttar Pradesh (West). With a Total Investment of 19924 crore. .269 crore ($10. Chennai .2008 TTSL announced that it would provide CDMA mobile services targeted towards the youth.

Tata Teleservices Limited along with Tata Teleservices (Maharashtra)Limited have a subscriber base of 36 million customers (as of April 2009)in more than 5000 towns.It partnered with Motorola. Lucent and ECI telecom for the deployment of its telecom network. Tata Teleservices has established 3G ready telecom infrastructure . Ericsson. NTT Docomo holds shares of 26% . Tata Indicom”Non-Stop Mobile allows pre-paid cellular customer to receive free Incoming calls.Having pioneered in CDMA 3G 1x technology platform in INDIA. Tata Teleservices has also acquired GSM license for specific circle in India.8 million. The Company is the market leader in the fixed wirelesses telephony market with a total customer base of over 3.

Business Areas Tata Teleservices offers multiple tariff plans in both Post-Paid and Pre-Paid category.Market Data Tata Indicom in April 2009 has crossed the 35 million subscribers marked in wireless category with an overall subscriber base of over 36 million. Tata Teleservices is number 2 slot in terms of market share in Delhi NCR region with a subscriber base of 5 million. It also offers Mobile Value Added Services to subscribers. Network Tata Teleservices operates primarily in CDMA network.Tata Indicom’s enterprise solutions work on the CDMA 1x-3G technology. .

Tata Indicom already covers the Top-700 towns in INDIA in terms of Population through Tata Indicom Exclusive Stores. comprising 600 Tata Tele Services Limited owned stores and 2500 stores in the Franchisee Format. Retail The Company’s Retail business has around 3000 outlets nationally.each runner covers between 200 to 300 customers. Disseminating information through these centers and using them as local Distributors. Tata Kissan Sasnsar Networks. selling recharge vouchers and servicing equipment .Rural Telephony Tata Tele Services Limited also maintains a distribution network across villages. where in people are appointed and trained by TTSL –who visit village on a bicycle or a 2-wheeler at defined times on defined data of the week. . The Company joined brands with Tata Chemicals.

. Video Zone. and Mobile Office among others. Faith and Prayers. in October 2007 launched Tata Zone. Internet Surfing. This service has application pricing details. Astrology. Cricket. TTSL offers services such as News. an infotainment portal on Tata Indicom BREW-enabled mobile phones. Value Added Services Tata Teleservices. Ringtones. downloads and browsing instructions and prepaid recharge vouchers with an upfront activation and delivery of handset with in 72 hours. I-choose where the Customers can buy Tata Indicom Post Paid customers and prepaid recharge vouchers with an upfront commitment of activation and delivery of handset with in 72 hours. Song Download Express. Streaming TV.Tata Indicom also maintains an online portal for its customer. in Hindi. Fun Shows. Games.

N.3.com .India .Incorporated 1996 .Wireless -Telephone -Internet -Television Employees Parent Division .Tata Group .Mr.Company Profile Type Industry Founded Headquarters Key People .50000 .Tele Communications .Tata Indicom(CDMA) -Tata Docomo(GSM) -Virgin Mobile(GSM/CDMA) Website .Public .Tata(Chairman) -Mr.Navi Mumbai.Ratan .Tata Teleservices.Anil Sardana(Managing Director) Products .

whether they are private or public enterprises-all surging into a world of environmentally sustainable growth fuelled by renewable energy. Tata Teleservices focus on CORPORATE SUSTAINABILITY which is its key focus. TTSL Environmental Policy states that-“TTSL will assess the potential environmental aspects and impacts caused by its business activities .UNDERSTANDING ENVIRONMENTAs our nation progress into the next area of growth and development across all sectors. At TTSL. TTSL is committed to align with the Tata strategy to deal with climate change”…. optimal use of resources and policies driven towards negating the impact of climate change. As a responsible corporate. From here on TATA group focus on dealing with climate change. a simple measure can go a long way in minimizing the effect of climate change.some of these simple.. had a huge impact on national scale are as follows- .The company is committed to environment improvement and waste control.given our spread across the nation.yet effective initiatives.

• PRINT MANAGER APPLICATION The first phase of this initiative saw an unique initiative driven by TTSL IT team.Many eco-initiatives have ben carried out across Circles.Prakriti has 226 employees in the first phase and our first “Prakriti members”.TTSLite think twice about the environment before hitting the print button. and as a conscious citizens! • RECYCLED PAPER TTSL is encouraging the use of recycled paper across the company.awareness creation amongst fellow employes. This is resulting in a two pronged beneficial situation-not only we becoming eco-friendly.2009. The World Environment Day. . It also makes employees aware of cost impact as well as environment impact .• PRAKRITI ECO CLUB Prakriti was was formed with intention of fostering a culture of environmentconciousness and initiation of visible action amongst TTSL employees. Created in House Print Manager Application pops up as a window that ask a use if his/her usage is official or personal.was marked with Circle-wide initiatives geared to create a greener TTSL.and seting up of stals at circle offices to encourage purchase of plants. aimed at reducing paper consumption across the company.Established on May.the first such event after the formation of Prakriti.Some of these are sapling plantation drives.

and TTSL would save thousands and thousands of trees from getting cut down annually.000 litres of water annually per urinal-that’s the size of four averaged-sized swimming pools.but also found a recycling paper manufacturer that hit upon a process of manufacturing recycled paper that is cheaper than normal paper. All papers used in printers. notepads. This paper is refined and smooth and has been tested successfully for use in HI-TECH office printers. • REDUCING WATER CONSUMPTION TTSL under guidance from the Corporate Sustainability team has implemented the use of Bio-Blocks. helps reduce water. This initiative. to . • E-WASTE to NO Waste TTSL has taken itself towards the task of providing a channel for customers. visiting cards and billing envelopes for customers will be made out of recycled paper across all TTSL circle offices. which is becoming a practice across many companies. currently being implemented in its pilot phase in washrooms across Delhi Circle offices-aimed at reducing the consumption of water. electricity and toilet product costs by nearly 10% and saves nearly 101. Add recycled Paper initiative to the Print Manager Application.

responsibly dispose of their electronic waste like old mobile chargers. TTSL’s partners are creating a greener world. In order to facilitate the responsible disposal of e-waste. TTSL will only dispose off its office waste responsibly. After Nokia. but encourages its customers to do so. collection boxes are being place in our retail outlets and offices where customers and employees will dispose off e-waste generated on account of telecom services provided by TTSL and service providers. . TTSL MoU with Attero. is only company in telecom space to introduce an initiative like this. mobile batteries. TTSL. etc. Attero Recycling. is INDIA’s only government-certified e-waste recycler .

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In brief following are TTSL ENVIRONMENT POLICIES• • • • • • Ensure that all our businesses comply with the environmental laws and regulations. Minimize impact of our business processes on the environment. Undertake to work on the principle of Reduce. Encourage use of recycled paper. Reuse and Recycle for our environmental initiatives • Give preference to suppliers and partners with environmentally sustainable products and services • Conduct an annual review of environmental policy . whenever possible Ensure that all Company vehicles and infrastructure are environment efficient. Provide avenues of environmental awareness to all stakeholders.

TTSL have continuously and responsibly invested in being a strong network. • Though congestion is the biggest problem the industry faces –TTSL thus believes in following a customer satisfaction-based strategy. TTSL’s CTO states what it makes so. they have a special budget for maintaining a network quality . • “Of the next next 250 million users who will go mobile. “Gaining the customer’s trust is of prime importance to TTSL- . At TTSL. The next big growth opportunity will be in the hinterland”. Mr AG Rao. as many as 100 million will be in rural India.TTSL Network is the Industry’s BestTTSL’s Network has been rated as the “Least Congested In India” by TRAI for five straight quarters.

• TTSL has emerged as the operator of maximum new subscriber-As TTSL is known for its CDMA business under the brand Tata Indicom. As they have launched the GSM services under the brand NTT DOCOMO a giant partner with TATA. For better efficiency they have implemented a sophisticated software tools-Its focus has been to detect the problem at minor level and try to resolve it. They aim at identifying customer’s needs.we do all the prime groundwork to ensure that.” • Strategy behind enhancing efficiency in recent times-They have a team of skilled people to whom they give all the tools necessary to ensure a systematic network management at TTSL. They have a 40 million customers on CDMA platform They have a greatest testament of the strength is the “Pay Per Call” offer launched by TATA INDICOM. They have a World class network management system. They aim at maintaining the trust that comes from being a part of house of Tatas. . • Focus is to create a valuable enterprise and launch meaningful technology.

It has triggered a new telecom race! A war usually indicates a historically significant event . And. It serves the 3 value features• Getting complete value for every paisa spent . the introduction of the per second pulse-with 1 paisa being the tariff for every second you talk. Their aim is to implement new set of innovations and maintain the right balance-protecting and preserving the environment. • They are the first amongst few operators to implement certain technologies on the green front. Thus Tata Docomo from today answer every QUESTION. while improving efficiency. The New Telecom Battle is indication of all the above-by the launch of TATA DOCOMO and its industry-changing products and services. will bring a rich experience of nation already using 3G services for years.It signifies a change in existing order.• Technological assistance of NTT DOCOMO .

The advantages of TATA DOCOMO are not restricted to per second calls. Tata DOCOMO services are available in 15 Circles nationwide.and On-Net Minutes Pack. no rent. which is applicable in Orissa. There are easy recharge options available for customers. Thus TATA DOCOMO team did exactly that-with the innovative per second pulse and a pricing strategy mechanism that has already been introduced with the launch of TATA DOCOMO first in Chennai. no deposits and no retrieval charges. but customers will customers will get missed calls alerts. As TATA DOCOMO spreading its footprints across the Nation. . a TATA DOCOMO pre-paid connection comes with Lifetime Validity and there are no extra charges for validity. starting from Rs-10 and going to Rs-10000.• • • Its about paying only for what you use Its about no wastage Its about feeling good that you are not being overcharged. competitors are feeling the pressure. What’s more .All India 1 Paisa per second (applicable for customers activated after introductory offer period).

TATA DOCOMO has already has another strong weapon in its arsenal-the network is 3 G-Ready and along with trust that the TATA BRAND name brings .it has advantage of technology support from NTT DOCOMO. a company that has invented LTE technologies WORLDWIDE. What are the different types of defined R&R AVAILABLE? .

 Type of Recognition-On the Spot Recognition Reward-Spotlight To Recognize (Criteria)-Actions promoting Company’s values Workforce Level-Senior Managers and Below  Type of Recognition-BU/Function To Recognize (Criteria)-Significant contribution made in meeting the Unit’s BU/Functions operating plans Reward-Star of the month Workforce Level-Senior Managers and Below  Type of Recognition-Town Hall Recognition Reward-Superstar To recognize (Criteria)-Exceptional contribution made to enhance .

Customer First Reward To recognize (Criteria)-To recognize and reward employees who have created “Customer Delight” Workforce Level-DGM and Above .BU/functions performance in the Unit Workforce Level-Senior Manager &Below  Type of Recognition-Customer Centric Award Reward-CRISP superstar award To Recognize (Criteria)-To recognize significant contributions made by an employee demonstrating “CRISP” attributes Workforce Level-All On Roll Employees  Type of Recognition-Customer Centric Award Reward.

. Each call no matter how long @Re-1* It uses the tagline SUNO DIL KI AWAAZ! The war started with TATA DOCOMO unleashing “PAY For Exactly What You Use” in India.and pulls well ahead of the clutter IT PRESENTED THE FIRST PAY PER PLAN-Believing that customer should stop counting the minutes . Type of Recognition-Customer Centric Award Reward-Value able Reward To Recognize (Criteria)-To acknowledge and recognize company’s core values demonstrated by employees in official Work Life Workforce Level-Senior Manger and Belo PAY PER CALL Making The Competition Beat A Hasty Retreat  Changing The Game-Tata Indicom creates yet another new pricing paradigm .It was a masterstroke that was the challenge for all the telecom players and had the consumers happy and scrambling for TATA DOCOMO connections.KEEP TALKING.

Comparing to standard pulse rate of 1 min one can save nearly 56 Rs on a local call and Rs-162 on STD calls.So. which is 60 min.regardless of the duration of the call. whether they are in city or in different state altogether it is a standard charge for the call(Re 1 for local and Rs-3 for STD).The pulse in this case is measured at 10 minutes for both local and STD Calls.Tata Indicom’s Pay Per Plan Call offer is simple and unbelievable. Thus the 10 Min Pulse came into play once the customer wished to talk for an hour. You pay for the call you make.if you calling your friends or family. an hour each day on both local and STD calls! . Daily there is a decrement of Re 1 and here’s what one can have-for a monthly sum of Rs-30 one can save a tremendous amount of Rs-6450 in a month talking for two hours daily.they had to pay only Rs -6 for a local call and Rs18 for STD.

an hour of talking across cities is nothing if one nearly saves Rs-4000 a month while talking IT IS A FABULOUS BONUS.which is credited with introducing some revolutionary plans in the past such as Non-Stop Mobile and Don’t Stop Mobile Plans. In August 2009. For a person who does not talk for a long and does not wish to be charged for not talking TATA DOCOMO Pay Per Use offer is perfect fit. without the fear of their pocket money running out. .Tata Teleservices added maximum subscriber -38 lakhs. has changed the the way the future will look for the INDIAN Telecom Industry keeping customer at the epicenter.The offer completely changed the scenario PAY PER CALL IS A WIN-WIN DEAL FOR CUSTOMERS-for anyone living far away from their loved ones .One no longer needs to look at the timer of the phone hoping balance does not run out.Thus it is the end to counting minutes for the customer. PAY PER CALL-is indeed a revolutionary pricing norm.indeed to give the INDIAN cutomers what he wants-longer calls and shorter bills. TATA TELESERVICES . Even the young ones can talk endlessly with their friends.

.some pioneering products..Therefore. Thus .strategic alliances.the war for the Indian Customer’s mind-share has begun and TTSL has not only initiated this war but has already delivered some strategic blows. .Open Market Handset alliances and an enthused wokforce.Thus TTSL has emerged as a Game Changer. TTSL has hit the nail on the HEAD with its differentiated offerings.The rules of Game has changed forever and with best network in the country.. TATA TELESERVICES LIMITED regarded as number 1 telecom player in the COUNTRY….

a mobile wallet platform enabling quick. which has transformed the mobile landscape in Japan while bringing the DOCOMO brand global recognition. In 2001. contactless transactions for cash. ID. data and multimedia services. the world's most popular platform for mobile Internet services including e-mail. Over 48 million DOCOMO subscribers now use i-mode. With more than 56 million customers in Japan. DOCOMO also is an influential force in the continuing advancement of mobile technologies and standards. The role of mobile phones as "lifestyle tools" was cemented when DOCOMO launched OsaifuKeitai.About NTT DOCOMO NTT DOCOMO is Japan's premier provider of leading-edge mobile voice. DOCOMO introduced FOMA™. Building on a solid foundation of research and development. and more. In 1999. DOCOMO launched i-mode™. downloading and more. the company leverages the power of mobile communications to enable customers to enrich their lives. and guided by its customer-first philosophy. More than 37 million phones equipped for Osaifu-Keitai services are now in use. . credit. the company is one of the world's largest mobile communications operators. the world's first 3G commercial mobile service based on W-CDMA. browsing.

Established in July 1992 to take over the mobile communications business of Nippon Telegraph and Telephone Corporation (NTT). Europe and North America. Inc.DOCOMO is expanding its global reach through offices and subsidiaries in Asia. • July 1992 NTT Mobile Communications Network. From launching the mobile Internet service platform to our creation of a global standard for the next generation of mobile communications. NTT DOCOMO is Japan's leading mobile communications operator. takes over Nippon Telegraph and March 1993 Launches 800MHz digital cellular phone service April 1994 Launches "CITYPHONE" 1. DOCOMO accounts for more than half of Japan's mobile phone market and has one of the largest subscriber bases of any mobile phone company in the world. as well as strategic alliances with mobile and multimedia service providers in markets worldwide. NTT DOCOMO launched its first digital cellular phone service in the next year. With over 53 million subscribers as of March 2008. the list record of technological and business achievements is remarkable. Brief History of NTT Docomo The history of NTT DOCOMO is the history of mobile communications in Japan itself.5GHz digital cellular phone service March 1997 Launches "DoPa" packet data communications service October 1998 Listed on the Tokyo Stock Exchange December 1998 Takes over Personal Handyphone System (PHS) business from NTT February 1999 Launches "i-mode" service Telephone Corporation's mobile communications business • • • • • Personal Group • .

• • • • • • • • • • • • • March 1999 Discontinues analog cellular phone service April 2000 Changes corporate name to NTT DoCoMo. market demand was driven by early adopters. During the high-growth era. . Now that the spectrum of users is broader than ever. the market for mobile phones has entered a mature phase. needs are much more diverse. Inc. May 2001 Launches "FOMA" service on introductory basis October 2001 Launches "FOMA" service on fully commercialized basis March 2002 Listed on the London Stock Exchange and New York Stock Exchange December 2005 Launches "iD" Credit Card Brand April 2006 Launches "DCMX" mobile credit-card service March 2007 Discontinues "QUICKCAST" paging service January 2008 Discontinues PHS service April 2008 Changes new corporate logo and new brand statement June 2008 Discontinues "CITYPHONE" service July 2008 Merges with eight regional subsidiaries With more than 100 million users in Japan. who want to be the first to have all the latest features.

the market for mobile phones has entered a mature phase. "New DOCOMO Commitments". growing importance is being placed on the ability to meet the precise needs of each individual customer in terms of design. rates. Now that the spectrum of users is broader than ever. During the high-growth era. . We have also come to understand that product differentiation is no longer a question of mere technology. • In reflection of these changing market conditions. a new paradigm has been established: "the mobile phone business has changed from being carrier-driven to userdriven. among others. in addition to appealing to users through the latest technologies and features. who want to be the first to have all the latest features. network quality." But diversification of customer needs is not the only change facing the industry.New Docomo Commitments • With more than 100 million users in Japan. market demand was driven by early adopters. • We will take specific steps to implement each of these four visions for change. needs are much more diverse. and customer service at the point of sale.

. we will continue to recruit a diversity of talent so that together we can effectively respond to the increasingly more diversified needs of customers while adapting to changes in market conditions and trends. becoming a more nimble operation able to respond flexibly to customer and market demands. we will solicit and implement feedback from customers so that we can continue to be a company that both understands customer needs and exceeds their expectations. • We are also driven to remain a company valued for its contributions around the globe. We will also simplify our organizational structure.• First. we will energize our organization so that all employees can work in unison toward a shared vision. We will achieve this by creating an environment that delivers convenience to customers worldwide. we will strengthen communication at all levels. Furthermore. • Finally. and will create deep relationships with users of our services. that fosters both technological and operational innovation. will reflect the opinions of front-line staff in our business activities. • Looking ahead. • Next. we will reinforce all points of contact with customers. developing a brand statement and corporate logo to embody this new vision. we would like DOCOMO to continue to evolve as a company that consistently earns the trust and loyalty of its customers. we will redefine our concept of the DOCOMO brand and its image. to achieve this goal. Among the concepts to be promoted through our business activities is "Loyalty". and that reinforces our environment-related initiatives. such as reduction of CO2 emissions. For this purpose.

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while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications. the world's leading mobile operator. particularly integrating services at the platform stage. comprising of senior personnel from both companies.Tata Docomo 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. mobile payment and a plethora of lifestyle-enhancing applications. will work closely with the Tata Teleservices Limited management and provide knowhow on helping the company develop its GSM business. Over the years. DOCOMO. as also products and services like the imodeTM. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the Tata DOCOMO brand. The committee is responsible for the identification of key areas where the two companies will work together. both in terms of services and handset designs. Today. Tata Teleservices has received a pan-India license to operate GSM telecom services. . as it stands to redefine the very face of telecoms in India. The launch of the Tata DOCOMO brand marks a significant milestone in the Indian telecom landscape. under the brand Tata DOCOMO and has also been allotted spectrum in 18 telecom Circles. Tata DOCOMO has also set up a 'Business and Technology Cooperation Committee. technologists at DOCOMO have defined industry benchmarks like 3G technology. not just inside laboratories! DOCOMO is also a global leader in the VAS (Value-Added Services) space. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese market. NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. DOCOMO has already started conducting LTE trials in physical geographies. the company is clearly the preferred mobile phone service provider in Japan with a 50 per cent market share. TTSL and as already rolled out its services in various circles.

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. Tata Teleservices Limited. has already established its presence and is the fastest-growing pan-India operator. TTSL's CDMA brand. Public Booth Telephony and Wireline Services. along with Tata Teleservices (Maharashtra) Ltd. Incorporated in 1996. Today. Wireless Desktop Phones. Tata Indicom.Despite being a late entrant. Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India.

The sector of telecom was a monopoly under the Central Government of India.Brief History of Telecom Sector- Telecommunication Reforms in India revolutionized the telecom industries sector in India. The telecommunication reforms in India started in the eighties with the mission better communication. The Telecommunication reforms in India were development and growth oriented. Technological advancements and innovations contributed largely towards the reformation of the telecom sector in India. The second phase of telecommunication reforms in India came in the early nineties. The introduction of the New Economic Policy (NEP) in the year 1991 was a landmark in the history of telecom industry sector in India. This is regarded as the first phase of the reformation process. There were private developer for indigenous technologies and the franchisee for STD/ISD and PCO increased. Several private manufacturers of tailor made equipments entered the market. The Videsh Sanchar Nigam Limited (VSNL) and Mahanagar Telephone Nigam Limited (MTNL) were set up under the Government of India's Department of Telecommunication. The competition increased in the telecom sector. which is an important factor for the growth of the Indian telecom sector and in turn helped the Indian economy to perform well for the past few years. During the 1990s this sector faced fierce challenges due to the development in the technological sector. The manufacturing of equipments pertaining to . the rates were slashed in order to grab the share of the market and the customers were provided with better services. The sector was privatized and with the abolition of the monopoly new player entered the consumer market.

The telecom services were divided into basic telephony. The National Long Distance was introduced with free entrance. The TRAI was endowed with more power. The concept of revenue sharing was introduced to replace the fixed license fee. The third phase of the telecommunication reforms in India took place in the period of the late nineties.telecom sector was decentralized and several value added services were introduced into the market. The government of India introduced the New Telecom Policy 1999. Moreover. a corporate body of the telecom service sector was formed. there was introduction of International Long Distance schemes. followed by the introduction of the Internet to the Indian market. Impact of Telecommunication Reforms in India The rates of the National Long Distance were cut down by 60% The prices of the hand sets and telephone equipments were reduced The charges on calls were reduced by 8 times The introduction of the cellular mobile phone The bandwidth availability was increased . The Bharat Sanchar Nigam Limited (BSNL). radio paging and cellular mobile The TRAI was established an independent regulatory body pertaining to telecom sector. The growth of the private sector increased.

which offers great Internet wireless connectivity solutions. The basic plan of Tata Photon commences with 0. Features of Tata Photon+• It is very convenient to handle • Quick installation and activation is possible • It supports Win Vista. . depending upon the day time and network strength. since it provides you with wireless freedom. since it does not need any wire. faster than the prevailing wireless technology.Products of the Company• Tata PhotonTata Indicom introduces its High-Speed Internet Access called Tata Photon plus. USB modem is the most appropriate choice for the Laptop or Home PC users. Win XP and Win 2000 • It is compatible with Laptop and Desktop PC • It is to the most 20-times. All you are required to do is to plug in the USB Modem into the Laptop and now you can easily access the high-speed Internet connectivity. you would simply have to install the device into your home or office. You can also access the services of Tata Photon by making use of USB modems which will at first cost you around Rs. 3500.1 MBPS. At present this service is available in the limited cities and in addition to this it is reliant on the service signals of Proton+ whether or not are accessible in your region. In order to use the wireless router. This service is not at all expensive. which is a new Broadband wireless service for the business users and technology enthusiasts across India. Wireless router is very quick and easy to install. This Tata Photon service can be easily available though Wireless Router and USB Modem.5 GB download limit at Rs. 500 per month. Also it offers an average-speed of 300 to 700 KBPS. The wireless router would be best suited for the small organizations where the access of Internet on several computers is simultaneously required. • It offers a downlink speed of 3. Tata Photon is Tata Indicom’s Wireless Broadband facility. Tata Photon is basically an improved name of Evolution Data Optimized (EVDO).

• Send or receive SMS along with voice capabilities.000 people. music. . is one of the world's most recognized and respected brands. in 29 countries. holidays. • “ Virgin Mobile- Virgin Mobile” brand is India’s ‘first’ national youth-focused mobile service. financial services. the Virgin Mobile Group has gone on to grow very successful businesses in sectors ranging from mobile telephony. Tata Photon Services are available in around 35 cities like Delhi. publishing and retailing. employing approximately 50. • Stay connected transversely the network of Tata Indicom. leisure. Mumbai. Conceived in 1970 by Sir Richard Branson. • Surf Intranet or Internet with high and consistent speed. “Virgin Mobile” branded services are being offered to the Indian consumers by Tata Teleservices through a brand franchise with Virgin Mobile. Virgin Mobile India will provide Tata Teleservices with experience and expertise in designing. a leading branded venture capital organization. Virgin Mobile has created more than 200 branded companies worldwide. Bangalore and Hyderabad are few among others. Chennai. US$20 billion). Ahmadabad. travel. marketing and servicing of “Virgin Mobile” branded products for the youth segment Virgin Mobile RevolutionVirgin Mobile. to transportation. This new invention by Tata Indicom enables an individual to experience the high-speed Internet facility from everywhere. Its revenues around the world in 2006 exceeded £10 billion (approx.Services of Tata Photon • Easy to maintain.

The next milestone in the history of telecom was marked by the GSM service launched by Tatas in June. Tariffs in this sector. have continued to descend.” Mobile number portability will see light in the year ahead. The revenues per minute for operators have fallen by 30% in 2009. where. may drive consolidation in the industry. This customer experience programme (CEP) targeted the then 250 million GSM customers in the country. It will see rapid adoption of 3G-enabled handsets which will set the base for data growth. When Reliance Communications (R Comm) kick-started its GSM services in the Mumbai circle. Moving away from per minute billing. “The year followed by a drought leads to more than normal increase in output. 10-12 players in each circle (from 4-5 players in 2008) are jostling for space. The year that had started with RComm giving out freebies. in turn leading to rural telephony being a major driver of growth. A sneak peek into the year ahead shows that 2010 will set the stage for data growth via 3G in India. This points towards more purchasing power in the India. Year 2010 will also see the stabilisation on the tariff front. it offered free talktime on local calls and SMS to any network which roped in five million new wireless subscribers on its network during January 2009. According to an economist with a leading bank. the year 2009 was marked by innovations on the tariff front. which according to industry insiders. . What was then described as the ‘moment of triumph for the Indian consumer’ by Ratan Tata changed the landscape of the telecom sector. which has now grown to 366 million. ended with the introduction of per second billing regime in the Indian telecom industry. which points to the huge tariff cuts Indian telecom operators have undertaken during the period. on an average. telecom players introduced the pay-per-use regime.Recent Revolution in Telecom Sector- While the Indian telecom sector was driven by operator’s reach on a pan-India basis and subscriber additions in the period upto 2008.

Market Share/Sales Figure of Private Players .

which is itself a strong point for Tata Teleservices Company.-namely Tata Indicom. This is because it is powered by Tata. • • • • It is a Joint Venture between Tata Teleservices and NTT Docomo in Japan.Tata Walky.talk endlessly for Re 1 There is a strong and a well spread network of qualified intermediaries and salesperson There are Diverse International Services offered-Tata Docomo is offering more services for International travelers .Virgin Mobile and latest new offering in telecom sector that is Tata Docomo-A GSM service which took its edge.Japan-“which is considered to be the Giant in 3G technology”.is the strength of the Company. Tata Indicom was the first to start the”Pay per second plan-which says stop counting the minutes. There are 5 Brands operated under the name of Tata Teleservices Limited.The inculcation of NTT Docomo Japan has given a 3G-flair to Tata Teleservices.Assessment of Company’s Resources:SWOT Analysis Strengths• The image of Tata Teleservices in Indian domestic market is a strong brand.Tata Photon+. Well established training infrastructure and skilled people staff to take care of technical expertise. TTSL –Tata Teleservices Limited Network is the Industry’s Best Network which has been rated as “Least Congested Network in INDIA”. Domestic image of Tata supported by NTT Docomo.NTT Docomo is considered to be the pioneer og 3G-technology and in my opinion in near future its going to give a boon to Tata Docomo brand. • • • • • There is a Large pool of technically skilled manpower with its depth knowledge and understanding the market.

.The Committee is responsible for identification of key areas where two companies will work together. mainly in Asian Pacific Region. Tokyo based NTT Docomo is the world’s leading mobile operators in Japanese market and this company is clearly preffered as mobile phone service provider in Japan with a 50percent market share. It offers various services like-MOBILE SERVICES.-Expanded service areas International Roaming (Voice.Public Booth Telephony and Wire-Line Services.Videophone and pack Data communication) -There is a wider line up of phones that support International Roaming • • • There is a Overseas Business Deployment-New Business are developed with capital or Business Partners.Wireless Desktop Phones. There is a low customer confidence on private player All operating offices donot function as Profit Centers. • • It is a global leader in value added services (VAS) both in terms of services and handset designs. Tata Docomo is the only Telecom Company which has received a PAN-INDIA license to operate GSM telecom services and has been allotted spectrum in 18 circles. Tata Docomo has set up a “Business and Technology Co-operation Committee . • • Tata Teleservices Limited is the pioneer in CDMA1x Technology platform in India.comprising of senior personnel from both Companies. Weaknesses• • • • There is a lack of adequate infrastructure to service the subscriber May key issue is the Network Coverage.

Tata Docomo lunched there services in Bareilly.penetration disease . Tata Docomo can work on to introduce new plans for interest users.Opportunities• • • • There are great opportunities to expand its services. like any other new entrants the Company is facing the consumer non. As they have introduced 3G enabled devices they can gain greater advantage on it They can work on to introduce new combined plans like SMS. Internet.On 24 March 2010.In later phase of March and complete first month of April they did a gross add of 9000 consumers in Bareilly but the percentage o Female consumers was very low and that‘s why this topic has been given to me to know what is the Penetration level of Tata Docomo products in female segment in Bareilly City and That’s why my project iscompletely female centric.excellent products and legendary service. which is a part of macro consumer . Threats• • • • • Tata Docomo has to clarify whether this 1p/sec will continue till its life cycle. There is a heavy competition with other new enterant like Aircel Whether the 3g technology will be able to work effectively as BSNL is working To be the Best Network nationwide the focus should be on exceeding customer expectations with quality service.Calling Integrated Offers. Whether the price war allowed Tata Docomo to be continued with its USP Objective of Study Tata Docomo is the ninth entrant in UP West carrying the flag of GSM technology.

the Telecom Industry is slowly becoming cluttered with numerous private Joint Ventures which are trying to woo the Indian consumers with the well-designed products and benefits. With privatization of Telecommunication in India. . It makes an attempt at identifying the key factors responsible for customer preference for other players products. It aimed at making people aware about Tata Docomo and worked with a hope that every one should move forward and choose Tata Docomo. It is basically to know there awareness about recharges and sim cards and a motto to build more pre-paid customers.penetration Analysis Study.

It introduced various plans for the females so that it could be affordable in budget And it’s the first time in telecom industry that any project is chosen keeping the female community in mind . Thus a prudent product design .by adding the features expected by consumers and spelt out in this research will make the new telecom player Tata Docomo more attractive for consumers. • To analyze sales and development of effective distribution channel and contribution of Tata Docomo GSM product of Tata Teleservices with respect to the other companies. Scope of Study • To analyze the current scenario of Telecom Sector and Buying Behavior of Indian cosumers. • Brand Awareness .

students etc. Basically data collected is completely female centric and collected from them Although it is also collected through – • • Observation Questionnaire Secondary Data are collected through• The Secondary Data used for the study and analysis is collected from website.Tata teleservices.Type of Data The Data which is used for the study are primary data collected from beauty parlours.teacher.Studio assistant .computer operators.manager.Business Owners.doctors.engineer.salesgirl.com • Some Data are taken from 12th Foundation day magazine published by Tata Teleservices Some data is taken from Market management book –by Philip Kotler • .promoter.advocates.

Statistical Tools UsedStatistical tools used are Microsoft Excel and Microsoft Word for making different graphs and charts Research DesignThe Research which I have taken under my built is a blend of informative and exploratory research. The Sample method I have chosen is Cluster Sampling because the cluster probability method provides us a range where we can make a different-different class and some classes of all those class with ease and can implement it in a better way and analysis can be done in any mathematical tools. This is the first time that anybody has pursued a Research on Female Segment. .and there are 1430 probabilities with positive and negative integars to qualify the Questionnaire. Sample size I have taken is 130.

.Its awareness and availability and outcome in form of number of consumers (productivity).Questionnaire- The whole Research is bind by a single thread which is Tata Docomo name advocacy.

in order to overview the industry environment(Competition). The Five Forces Driving CompetitionThreat of new enterants Bargaining power of Suppliers INDUSTRY COMETITORS Rivalry among existing firms Bargaining power of buyer Threat of substitute products or services .Research ModelThe Michael Porter 5 Forces ModelAn industry analysis usually begins with a general examination of the forces influencing the organization.The objective of the study is to use this to develop the competitive advantage of the organization to enable it to defeat its rival companies.So.can be better evaluated with the help of Porter’s five Forces model. which the Tata Docomo is confronting.

In today Telecom scenario.where the marketers are bigger than market.Tata Docomo . The Regulations framed by TRAI for operation and investment are strict and transperant.So value added services are only differentiators.1.suppliers having a diminish chance of Bareilly because everybody offer a similar kind of services .Bargaining Power of Buyers- Buyer is now in a position to choose what’s ever they like or will.So suppliers are in a position to attractthe people rather than Bargain. 3.There are several players in Telecom sector who have been offering similar plans in pre-paid .Bargaining power of suppliersBrgaining power of suppliers exist in the monopolistic market.Uninor.the Company is the pioneer in starting Pay Per Plan Tata Docomo is facing threat from potential new entrants and existing telecom biggies at present like Aircel.Threat of Potential New EnterantsOn account of liberalization of Telecom Industry the barriers to entry has been relaxed.As. 2.

.Reliance Communications had come entered in Telecom market with low all time low cost outgoing calls along with economical handsets provided by service provider. Now.MRP and MOP of Prepaid SUK come down to Rs 50 from Rs 54o to Rs 999.In 2003. Therefore the Telecom Company should reshape their strategies to maintain its forerunner position and to take benefit of competitive advantage over its rival companies.As Tata Docomo is about to start its 3G technology so it sold its starter packs at a cost of Rs 20 so as to make more Pre-Paid customers which is a big challenge ton BSNL.On that time the cost was very huge on outgoing and incoming both sorts of calls. 5.Extent of Competitive RivalryIndian telecom market got opened for private players in 1994 .Threat of SubstitutesThe Telecom product is a combination of two components i.Therefore the Telecom Industry product designed should be innovative and of updated technology.1p/sec of Tata Docomo shifting tariff plan of Uninor triggered a new Telecom war which is heading towards Blind Well.Asecond revolution took place in form of Life Time Validity SKU with 999 price tag. the Benefits and Value Added Services(vas).4. We have witnessed the 3G spectrum allocation story where all the telecom circles of India have been sold out in more than 3 to 4 times of original cost.From here telecom war had gone on.e.Reliance.In 2003.

Sample Size and MethodI have taken the Sample Size of 120.Whenever a day begin it begins with goal and focus and same has been happening with the Tata Docomo in UP West.Promoters etc) .Research Focus GroupAs Tata Docomo is the new enterant in UP West .Managers.Retail stores.Engineers.Clinics.Students.In my opinion Tata Docomo has planned that there most focus group to attacked first will be the Female sector.In that I did the clustered Sampling and divided the females on the basis of – • Age Groups • Psychological Behaviour • Profession(Doctors.Colleges.Advocates.When I was Buiulding the hypothesis of the Research I have decided to collect the Data from various cluster of Female .For this I visited the Beauty Parlours.The competition is like sword edge walking .Housewifes.Owners.Salesg irl.Business Owners and discussed with them about Tata Docomo and to check there awareness about Recharges and Sim Card and to motivate them to go for Tata Docomo and also asked them about there suggestions that would like to give to Tata Docomo so that it could be great learning for it and it near future it could expected to be the lovable brand in Female Segment.Teachers.

Which connection or service provider you are using? Percentage Presentation- PERCENTAGE 1% IDEA TATA DOCOMO UNINOR VIRGIN BSNL INDICOM TATA AIRCEL AIRTEL RELIANCE VODAFONE 8% 26% 11% 1% 2% 23% 20% 2% 6% .GraphsQ1.

Which Age Group you belong to? Percentage Presentation- .Q2.

What is your Profession? Percentage Presentation- .Q3.

Q4.What type of user you are? Percentage Presentation- .

If Prepaid- Percentage Presentation- .Q4.b(1).

Q4(b)-If Post paid- Percentage Presentation- .

Which plan you are making use off? a.Q5. Percentage Presentation- .

b)Because- Percentage Presentation- .

How much monthly amount you are spending? Percentage Presentation- .Q6.

What Benefits you are getting from your specified connection or service provider? Percentage Presentation- .Q7.

Q8.Do you know about Tata Docomo? Percentage Presentation- .

How did you come to know about it? Percentage Presentation- .Q9.

Rate the service provider as per your convinence? PERCENTAGE PRESENTATION- Q11.What suggestions would you like to give to Tata Docomo to become more loveable Brand in Women Segment? Percentage Presentation- .Q10.

11% 27% ECONOMIC VAS 34% NETWORK PROMOTIONAL STRATEGY SPECIAL OFFERS OF WOMEN 28% .

8% are using Tata Indicom.31. • In my survey I found 64% of female using Prepaid network because 44. • In my survey I found that 36% are using Post-paid connection because 46.80% use because rate per min is less.1% are using Uninor.5%.48 % says that because of cheaper cost of ownership they are using the Pre-paid connection. • In my survey I found that out of 130 sample size females who attempted the questionnaire 15% were the student.8% belong to the age group of 70 and above. • In my I found that 64% are Pre-Paid users and 36% are Post-Paid users.2% are using Tata Docomo.3% are using Aircel.91% believes its call management is the advantage and 21.34. .Findings • In my survey I found that 14% are using Idea.57% believes one can use the number as per the convinence.7% belong to the age group of 5070 years and 3.34% are using Reliance and 10% are using Vodafone.29% use because its roaming rates are cheaper.95% believes for making Std and ISD calling and 20. 30% belong to the age group of 35-50 years.26% are using Airtel. • In my survey I found that percentage using the specified connection or service provider belong to the age group of 20-35 years is 55.30% are using BSNL.10.2% are using Virgin.34% were self-employed and 51% were from working profession.

09% believes in Better connectivity.23% belives they are using for making Local/Std calling.07% believes on its value added services.25. • In my survey I found that 26% came to know of the brand through print media.30% came to know through electronic media .4. • In my survey I found that out of sample size of 130 females 82% females are aware about the brand Tata Docomo and 18% are not aware.84 % are spending Rs 500 and above as the monthly expense.24% are spending Rs 100-200 . 23. • In my research work I found that percentage using the specified plan because because 89. .35.38% believes in it is economical. 18% belives on plans and 6% believes that plan should be economical.46% believes its GPRS is the benefit and 3.40% are using 50p/min plan.60% are using Pay Per second plan and 35.15% of female came to know through friends and relatives and 29% through others.765 believes its customer care is the benefit .63% are using for making ISD/Gulf calling.31. • In my survey I found that 9. 6. • In my survey I found benefits getting from the service provider is 23.07% believes its plans are better.8.54% are spending Rs 200-300 .• In my survey I found 64. • In my survey I found that 44% believes that my number is my identity.83% are using for additional daily benefits and 2.32% believes on network connectivity.38% are spending Rs 300 -500 and 23.175 believes its tariffs is the add on benefit . 10.31% are using for GPRS plans.3.

.28% should focus on the better promotional offers and 27 % should focus on the special offers for females.• In my survey I found that to make Tata Docomo a lovable brand 11% said it should focus on providing economical value added services.34% should focus on network connectivity.

• There was any proper database through which I can make calls to the targeted people.Itried to deliver my best to the Company but some difficulties that I faced during that time are as follows• I was not given particular area to be targeted.Computer Operators. • Some person used to agreed at the start but after some time they used to deny.I had to make persons convinced about each facet of Tata Docomo Starter Packs as it is the new enterant in UP West and to provide them the full knowledge .Assistants.But as I did not get training for selling the sims but only get an overview to it.Engineers. • I used to meet 20-25 customers daily.Salesgirl.Thus.I had to make my own choices.Teacher.Iused to focus mainly on the feminine sector like Doctors.some of them were co-operative . .Students.and they used to give a positive response while others response was negative. • While undergoing my project .Bueatians.it was difficult to persuade them.Difficulties and LimitationsDuring my summer training Igot great experience and knowledge about Telecom Sector and working procedures over there.So I had to figure out the potential customers.Managers and Business Owners.

Strategic Recommendations• In my findings I found that Tata Docomo connectivityis not proper and somewhere even diminishing on General Standards.This might have given constraint to the Telecom masses to use Tata Docomo as there service provider .My suggestion is that Tata Docomo should improve its overall connectivity because there main competitors are Vodafone,Idea.

• During my research I have found that Tata Docomo sold a minimum quantity of starter packs in the market so that there were only seven to nine thousand consumers attached with Tata Docomo.The probability of Tata Docomo consumers is 0.01875,which is really very very micro .So,my suggestion is that Tata Docomo should make as many as number of consumer to have a consumer base.

• During my Research I have found that Tata Docomo starter pack is overall high priced in comparison to others .That is why retailers generally not preferring to push Tata Docomo SKU and not keeping even prescribed stocks.

• The whole market has been working on retailers and this is my finding that retailers are not very happy from Tata Docomo retailers schemes.In my opinion some screws are missing to run a well designed retailer scheme with good marketing hip hop.

• Ip/sec now it’s an old story and just like a slogan of Tata Docomo “Do the New” is needed here and I strongly advocasing that this older product of per paisa sec plan should be rephoneix by more attractive and economical plan.

NAME- ………………………………………………………………………………….. ADDRESS-.................................................................................... CONTACT NUMBER-……………………………………………. QUESTIONNAIRE Q1.Which service provider or connection you are using? Idea( ) Vodafone( ) Bsnl( ) Airtel( ) Uninor( ) )

Tata Docomo(

) Tata Indicom(

) Reliance(

) Virgin(

) Aircel(

Q2. Which Age Group you belong to? 20-35 years( 50-70 years( ) ) 35-50 years( 70 and above( ) )

Q3. What is your Profession? Student Working Profession-(Specify-……………………………………) Self Employed-(Specify-………………………………………….) Q4. What type of user you are? Prepaid( If Prepaid• • • Use as per your convenience/Extension of validity( Std and ISD services available by default( Cheaper cost of ownership(No fixed rent)-( ) ) ) ) Postpaid( )

If Postpaid• • • Rate per min is less( ) )

Call management services(Voice mail/Call conference)-( Roaming rates are cheaper( )

Q5-Which plan you are making use off? •

Pay per second plan( 50p/min plan(
)

)

BecauseLocal/STD Calling ( Additional Daily Packs( ) ) ISD Calling/Gulf Calling( GPRS Packs( ) )

Q6. How much monthly amount you are spending? Rs-100-Rs-200( Rs-300-Rs-500( ) ) Rs-200-Rs-300( Rs-500and above( ) )

Q7. What benefits you are getting from your specified connection or service provider? Better connectivity( Customer care service( ) Economical( ) GPRS( ) ) Better Plans( ) Tariffs( ) )

Value added service(

Q8.Do you know about Tata Docomo? YES( ) NO( )

Q9.How did you come to know about it? Print media( ) Electronic media( ) Friends & Relatives ( ) Others( )

Q10. Rate the service provider on the scale as per your convenience? Connectivity( Plans ( ) ) Economical( ) )

My number is my Identity(

Q11. What suggestions would you like to give to Tata Docomo to become more loveable brand in women segment?

• • • • Economical Value Added Services(Entertainment/Devotional/Knowledge/Horoscopes/Job alerts/Fitness/Recipes) Network Connectivity( ) ) Better Promotional strategies( Special offers for women( .

About the Company Tata Docomo. In this project we gave the brief overview about terms and terminology related to telecom sector and about also we gave the brief history of the telecom sector. The research is basically revolving out to find why the number of female using Tata Docomo connection is low as from the day Tata Docomo entered the UP WEST.Conclusion Tata Teleservices in the ninth enterant in the UP WEST carrying the flag of GSM Technology. The products of the Comopany is Tata Photon+.Virgin Mobile .It is basically the project in which we did our research keeping it female centric to find out the awareness about the recharges and sim card.We also tried our best to make them aware about Tata Teleservices of whose product is Tata Docomo.KCMT ETC.In this we got some negative and positive response. . We also got the target of 260 sims activations which we accomplished in 10 days. Tata Walky. We got the questionnaire filled from female taking the sample size of 130.We sold it at different colleges like Invertis. We also gave the introduction about Tata Teleservices Limited. Through this project we learnt a lot many new things about the brand . Thus for this we have also through the competitor analysis of Private players in UP WEST and studied there market share.Tata Docomo .

tatateleservices.com JournalsEconomicTimes/Business Times Journal of Marketing Management 12TH foundation magazine of Tata Teleservices BooksResearch Methodology-Naresh Malhotra Marketing Management-Philip Kotler .BIBLIOGRAPHYCollection of Secondary Data is throughWebsiteswww.com www.nttdocomo.

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