Tata Teleservices announced its multi-pronged strategy to
ensure the company’s future growth in a hyper competitive market.
The company will have an integrated technology-agnostic
structure to leverage emerging market opportunities.
Tata Teleservices will bring both CDMA and GSM products
and services under one common brand-Tata DOCOMO. The Tata Indicom brand will
The new strategy enables Tata DOCOMO to move to the CDMA space,
and all Tata Indicom customers shall be migrated to Tata DOCOMO.
The company has consolidated all organizational
assets-spectrum, retail touch-points, digital footprint and consumer franchises
across technology platforms under a single brand, Tata DOCOMO.
The migration of services to the unified Tata
Docomo brand will happen in Delhi-NCR at a later date. This will not impact
TTL’s Indicom, Photon and Walky consumers in Delhi as they will continue to get
the same quality of service as in the past.
Seamless access, relevant content and differentiated solutions will be
the focus of Tata Teleservices. The company’s new portfolio of products,
applications and solutions will allow consumers to access voice and data
services, enjoy content of their choice, and avail of a host of solutions.
As part of the new strategy, TTL is integrating market
opportunities and empowering the customer-with a single-point brand interface
for a seamless user experience.
These are exciting times at TTL and mark the
company’s evolution from being just an access provider to a multi-platform
telecom applications and solutions organization, with one single brand-Tata
DOCOMO-for customer connect, ease and delight,” Deepak Gulati, executive president,
Mobility Business, Tata Teleservices.
Our new strategy will unify our brands and
unlock the synergies across the CDMA, GSM & 3G platforms. We are pleased to
welcome our Tata Indicom customers into the Tata DOCOMO family, offering them a
new world of telecom and lifestyle-impacting experiences,” Gulati added.
The new business approach gives TTL new strategic
direction in the Access, Content andSolutions spaces, enabling the company to offer
compelling propositions to customers.
The growth of the Internet usage on phones, the
arrival of Smartphones, the explosion of social-networking and the evolution of
the Indian consumer-all have led to a fundamental shift in the role of the
mobile phone in everyone’s life.
The company is planning significant investments
to upgrade its CDMA network to deepen and widen the existing footprint.
TTL has also put in place a new integrated
go-to-market approach-across the sales, marketing and customer service domains.
For instance, the company’s 3,000-plus-strong
CDMA retail footprint will now become accessible for GSM as well. Tata Photon’s
post-pay channel will become an asset for GSM. GSM’s digital marketing
footprint will become a channel for Tata Photon.
Tata Teleservices also unveiled Photon Max on
Tata DOCOMO, which works on the REV.B platform and offers extremely fast
At the time of launch itself, Tata Photon Max is
available in five metropolitan cites-Mumbai, Kolkata, Delhi, Hyderabad and
Chennai, with another 22 key cities across the country set to be mapped by the
end of the year.
Photon Max is available to consumers under two
schemes. In one, the product is being launched at an introductory price of Rs
1,999, with Rs 750 to be paid as monthly rentals, with 1.5 GB of data usage
coming free. Additional data usage will be billed at Re 0.50 per MB. In a
second bundled offer, the customer will pay Rs 3,999 upfront and get the device
and 1 GB of data usage per month free for five months. Any usage beyond 1 GB
per month will be billed at Re 0.50 per MB.