Project designed by Subhayu Das(IILM BS)KOL

Tata Communications Limited (TCL)

1.NTT DoCoMo’s stake in unlisted entity Tata Teleservices Ltd (TTSL) is just 26 per cent, but the Japanese brand is getting the pride of place in the country’s first dual branding strategy in the telecom space.2."Tata Docomo goes the social media way"

3.Ryuji Yamada is in the post of president in NTT DOCOMO INC &CEO.

The campaign, which will run through the festive season, aims to stand out with two key selling points: one, its tagline ‘Do the New’; and two, its differentiated tariff plans.Many feel ‘Do the New’ has an uncanny similarity with ‘Do the Dew’, the famous campaign of Pepsico’s beverage brand, and even Nike’s much-celebrated ‘Just Do It’, but Tata group executives say that the inspiration for the new GSM player’s tagline came from the first two letters of DoCoMo, and nowhere else. The company has roped in Pooja Chopra (Femina Miss India World 2009) and Krushnaa Patil (the youngest girl to conquer Mount Everest) as brand ambassadors

There a mobile war between IDEA (Birla) & TATA DOCOMO in Kolkata as they both planned to enter Kolkata before the Pujas in September. But IDEA defers its launch for 2 months, IDEA will be 7th GSM operator in town. Coming February 2010 Unitech Wireless will be here as 8th GSM operatorReliance SMART GSM service, during its relaunching in Kolkata offered all local @ 35p/min for 6months and got a huge response, though after using 6months most of subscribers are back in docomo.Vodafone Joins the Tariff War, Introduces Pay Per Second plan Across India by Tata Docomo -Times of India

By pressure Airtel & reliance reduce its call rate & introduce pay per second plan

Product-It’s a telecom GSM service with fare being-fair concept.They have future plans to bring innovative products like- -i-mode-Location based service(LBS)-Mobile payment.

Place-Tata Docomo GSM service has launched it’s operationsIs in all over India.Tata Docomo products will be available in nearly 20000Outlets.Promotion-

Print mediaBroadcasting media

Price-Price-Use of pay-as-you-use concept that is pay per second model for almost everything,be it voice calls,VAS service or IVR interaction.

Simplicity in offer.People-People-Lower middle cast & middle cast people are targeted.Expert people recruited to deliver best services to customers.

Human resource used from Tata indicom service to deliverPeople service.

Process-Use of superior technology & networkThe company has earmarked an investment of$2 billion on it’s pan-India GSM network rollout.Presence in 775 tours & 4370 villages.

Focusing strongly on network superiority coverage & service offering.

Introduced the pay as you use advantage for many of it’s value addedServices including all its voice portals,24 hour music,cricket Commentry &voice chat.

Free missed call alerts service without any charge.

Voice mail will be totally free for all subscribers with no burden ofMonthly rentals,no deposit & no retrieval charges.

SWOT ANALYSIS OF DOCOMO

STRENGTHSSTRENGTHS

WEAKNESSESWEAKNESSES

OPPORTUNITIESOPPORTUNITIES

THREATSTHREATS

SWOT ANALYSIS OF DOCOMO

First to introduce second’s tariff plan (Seconds Pulse)

Brand image of TATA services

Large variety of plans

Plans are affordable by any common persons

STRENGHTS

Signal strength

Post paid connections are not available as of now

Customer service

Concentrating only on rural area

WEAKNESSES

Have a great opportunity to expand its services

To introduce any new services for internet users

Introduce 3G compatible services

To introduce new compatible plans like SMS, Internet, Calling integrated offers

OPPORTUNITIES

THREATSIf the signal strength is not increased it may lead to a change in network service by the customers

TATA has to clarify whether this 1ps/sec will continue till its life cycle

Heavy competition from all other network providers

BUSINESS STRATEGIES

• Pay per second offer for the customers- ‘pay as you use’

• Now it is all set to bring those favourite comic characters to the mobile platform

Tata DoCoMo has entered into an alliance with the ACK Media and Walt Disney Animation Studios to introduce multimedia comics - ‘Comix on the Go’

• ‘Do the new’ - a concept that prompts every citizen to do something new, even if it’s a small thing. For Tata DoCoMo, ‘doing the new’ has also meant charging the user per second, and not per minute.

• Services: I-mode, LBS, m-Commerce To Be Launched

Take a Docomo break

C for Customer- New flat-rate data plans for phone user & pc user. New service counters in London & New York. New after-care & expanded customer loyalty services.Other initiatives for customer- Prompt response to customer request. User trials for Disaster Message Board Service. Enhanced mobile safty for minors. Sustainable environment initiatives.

competitors in INDIA-(a)MTS CDMA-30p/min to all local mobile and  local landlines@ 50p for lifetime for one time payment of Rs 99 (b)Aircel offers 25p/min with Ratecutter 47 (effective monthly charge 77) for 30days (c)Airtel, Vodafone – top 2 cellular operators in Kolkata offers local calls @ 60p/min (d)Reliance SMART GSM service, during its relaunching in Kolkata offered all local @ 35p/min for 6months and got a huge responseIDEA CELLULAR v/s TATA DOCOMO

Local & STD calls for 1paisa/second.

Now sms charge Rs 1.20 for 100 sms everyday.

Unlimited GPRS packages for its prepaid subscribers tagged as Rs 15 GPRS pack and Rs 95 GPRS pack

This is a moment of pride for docomo, as they have become the first private telecom operator to enter into a strategically important agreement with BSNLTata & NTT combination makes the service perfect.

Tata Docomo has recently announced a unique SMS service, diet-sms service,.It is same as normal P2P sms but in this diet-sms, you are charged 1 paisa per character and no charge for spaces between words. Diet-sms service is for message upto 15 characters.Tata docomo announces FULL TALK TIME on all rechargesTata DoCoMo today  revamped  its ‘CoMix on-the-go’ the Value Added Services with special effects. The operator will  now offer 2000 comic titles to there mobileTATA DOCOMO announced that they are associated with Microsoft to launch New generation power packed Windows Mobile 6.5 smart phones with its GSM mobile service.

Targeting-the new customer segments are the lower end of the urban market (maids, drivers and vegetable sellers), the rural market, and the high-value urban customers who will opt for enhanced services and 3G.PositioningWe are focusing strongly on network superiority, coverage and service offerings. Tata Docomo has finally launched their GSM servies in 5 circles in the south and east India.

Segmentation-Main tergeted to middle-lower urban people & young generation.Online marketing – Tata Docomo doing the job better than even Virgin Mobile !! They are present on Orkut, Facebook, Bigadda, Twitter and different telecom based forums. NO COMPETITION from other operators in this field

Current achievements:-1.Had the largest no. of demand of SIM cards allover the state where customer statistics were taken at 10 persons/min

2.Cheapest network cost ever

3. (TTML), the leading telecom service provider announced  it has been awarded the prestigious ‘IT Service Provider (Telecom and Internet Service provider) of the Year’

4.Cheapest VAS(value added services)

5. Tata Docomo has added over 1 million subscribers within the first month of launch.

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