Telecom Retail Therapy- Rejuvenating Channels and Identifying Winning Strategies

Telecom Lead India: The Telecom Retail ecosystem has been
witnessing many changes and has evolved as the pioneer to many retail best
practices. With the multichannel and multi player model, operators have been
experimenting with different ideas of reach and visibility to their end
customers. One major invention along with the various independent retail
outlets is the operator owned state of the art stores, which provides Products,
services and experience.

Today the Telecom operators provide value for money
products but Service and experience are the key drivers which brings customer
delight, and these things are best offered at the Point of Sales thus making
the Telecom Retail an untapped opportunity. To optimally utilize this potential
Tata DOCOMO has been constantly re-inventing ways to reach out to its end
users. Thus, breaking the clutter in the Telecom retail, Tata DOCOMO has
unveiled a complete new look and feel of its technologically advanced and most
conveniently located stores across India. Tata DOCOMO stores cater to the diversified
needs of the customers thus making it a one stop solution for all customer
requirements on both Voice and Data on CDMA & GSM technologies.

Concept Stores play a significant role in synchronizing
with the needs of the customers. Therefore, Tata DOCOMO has redesigned its
stores to showcase a whole new rich world of Value Added Services allowing
visitors to explore the latest in telecom technology and gadgets offered by
Tata DOCOMO. These stores will be an autonomous exploration zone designed to enable
an independent and singular user experience.

With increasing awareness among the customers it has
become a herculean task for all the telecom operators to constantly be on top
of mind recall and create a visibility as a telecom brand. At the same time
Tata DOCOMO brand continues to stand for a refreshingly different telecom
experience, one that just doesn’t change the way India communicates, but
actually impacts our customers’ lives and lifestyles. With its efficient reach
and distribution system Tata Teleservices has the largest retail chain in
telecom space. Tata DOCOMO Karnataka Circle too boasts of 52 branded retail
stores which are visual treats and are well equipped with the latest products
on telecom technology. Bangalore alone has around 26 Tata DOCOMO branded retail

The launch of Tata DOCOMO store aims at keeping the
walk-in customers abreast of latest technology, showcase world of Next-Gen
mobile services, experience devices and appreciate convergence. These
exclusively designed stores enable consumers to have a complete mobility ‘experience’ in a plush setting. These stores have been made more vibrant with
Tata DOCOMO products like Photon Whiz and Photon Plus, and added services like
Payment Kiosks, Solution Desks providing Live demos of 3G & Data services
and Handset Display Counters showcasing the latest Mobile Handsets, Smart
Phones, Tabs and much more.

A P Sriram, chief operating officer, Tata Teleservices
Ltd, Karnataka Circle