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You are here: Home BrandGuide Telecom Service Providers Tata Indicom

Tata Indicom < Tata Docomo.. TDC Telecom.. >

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Useful?

Tata Indicom

Parent Company

Tata

Category

Mobile service provider

Sector

Telecommunication

Tagline/ Slogans

Business Without Limits

USP

Multitasking functions and schemes


7/27

STP

Segment

Professionals

Target Group

Business professionals (Internet and mobile users) who are on the move

Positioning

Big daddy of mobile phones meets the mother of all laptops

SWOT Analysis

Strength

1.Flexible plans

2.Good advertising

3.High brand visibility

4.Celebrity brand ambassadors

5.Ability to attract customers with various plans

6.Good command in the internet market

Weakness

1.Price competition from BSNL and MTNL

2.Untapped Rural Market


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Opportunity

1.Fast expanding cellular market

2.Latest and low cost technology

3.Untapped rural market

4.Value added services

Threats

1.Competitors low price offering

2. Saturation point in Basic telephony service

3.Mobile Number Portability

Competition

Competitors

1.Reliance

2.Idea

3.Vodafone

4.Tata Docomo

5.Aircel

6.MTNL

7.BSNL

8.Uninor

9.Airtel

10.Virgin


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Tata Docomo... TDC Telecom...

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Tata teleservices limited
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INTRODUCTION

The Tata Teleservices Limited (TTSL) was one of the major parts in Tata Group companies

based in NAVI Mumbai in India. This TTSL was provided the mobile services all over India.

The three brand names provided by the TTSL were Tata INDICOM, Tata DOCOMO and

Virgin Mobile. The Code Division Multiple Access (CDMA) was operates in TataINDICOM and Virgin Mobile. The Global System for Mobile Communication (GSM) was

operates in Tata DOCOMO and Virgin Mobile as well. The GSM platform was arrived in the

Tata groups by the strategic join of Japanese telecom giant NTT DOCOMO in November

2008. TTSL got the pan India licensed operator of GSM telecom service under the name of

'TATA DOCOMO0' [1].

The Prepaid and the Post paid of the GSM was started and present in eleven circles in India.

This GSM telecom service was most famous by the 'one second pulse' scheme which was

most popular in semi urban and rural areas in India. By that Tata groups launched this

scheme most of all over India from south to north [1].

HISTORY AND BACKGROUND:
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The Tata TTSL was first launched the CDMA Mobile service in India at the state of Andhra

Pradesh circle in 1996. The Hughes Telecom Limited was changed to Tata Teleservices

Limited in state Maharashtra in India December 2002. Then the TTSL was became more

intense and focused on the Mumbai. It re-focuses an idea to expand their public call offices

(PCO) and Cyber Cafe under the brand name of Tata INDICOM. TTSL started the WLL

STD cost as Rs. 1.90 per minutes for around 500kms [2].

TTSL had received the Optical Fibre Cable (OFC) setting by Tamil Nadu government which

was the backbone of the state and it was tied with the Motorola for beginning the CDMA

software switch. TTSL was reached nearly 100000 subscribers in state Delhi in India. The

CDMA mobile was the lowest pulse rate in Mumbai at 15 seconds. The CDMA contract was

signed with Motorola in 2004 by Tata. A PTT service was first started in Tata INDICOM in

India 2005 and the Hyundai Motor was signed the MOU with Tata INDICOM. TTSL was

also joined with the Tata Consultant Service (TCS) and QUALCOMN as well [2].

The GSM platform was started in the Tata DOCOMO telecom service by the collaboration of

Japanese telecom major NTT DOCOMO in November 2008 and it had the allotted spectrum

in 18 circles. But TTSL was already had lot of circles, so the Tata DOCOMO spread as the

forest fire in India faster [1]. The Tata Tele-services was expanded their area as first from 50cities and towns to nearly 1000 cities and town on March 2005 [10].
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The NTT DOCOMO was one of the leading brand markets of Japanese market by providing

mobile phones in Japan as 50 percent of market share. After one year DOCOMO introduced

3G technology product and I-mode TM mobile paying technology as its major application.

Tata DOCOMO was the Global leader of (Value-Added Services) like services, design of

hand set and integrating platform stage. Nowadays Tata Teleservices in Maharashtra Ltd had

around 37 million customers in 320,000 towns and village in India [1].

PREPAY MOBILE FEATURES:

The most popular and leading features of Prepay mobiles in Tata DOCOMO was '1p/second'

scheme which launched anywhere in India. The saving alert and 1 second of ISD call

charging made changes of economic in Tata Tele-service Ltd.

1. '1p/second'o The scheme made each call charge as 1 paisa per second.

2. Saving Alert after outgoing callo Even the long or short call there was a total transparency for customer.o Call information was updated by handset suddenly.

3. ISD callso ISD calls were charged by per second.
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4. STD ISD and National Roaming without rentalo Out of town or country no roaming charge.

POSTPAID:

There was no need to pay for unused seconds in minutes by switch to Tata DOCOMO[2].

Save lot of calls by this scheme.MACROENVIRONMENT PEST ANALYSIS

Political, Economical, Social and Technological improvement of TTSL were gathered and

analysed in PEST [5]. The tax policy, labour work, environment law, trade restriction, tariffs

and stability in political was described in Political analyses. Growth in economical, rate of

interest, exchange rate and inflation rate was covered in the Economical analysis. By that the

business growth and expand was gathered and research through this analysis. The cultural

aspects like health consciousness, growth of population rate, distribution of ages, attitudes in

career and safety were examine in the Social analysis. The environmental and ecological

information of TTSL was described in the Technological analysis. The Environmental

analysis was included the weather, climate and climate change. The Legal analysis includes

the laws and also the health and safety [5].

POLITICAL ANALYSIS:

NTT DOCOM announced the plan that 26 percent of share Tata Tele-service limited capital

alliance agreement was signed by the parties in March 2009 which was announced in

November 2009 where nearly 127.4 billion Rupees. Tata DOCOMO had 12 percent share ofTata Tele-services limited Maharashtra where roughly 5.7 billion Indian rupees. The Tata

Tele-service limited and the Tata Tele (Maharashtra) limited covered nearly all over the India

with network in high quality [6]. The revenue growth of the TTSL was 1.7% to 51300000

Indian rupees in June 2009 compare to June 2008 where 50500000 rupees [7].

TTSL improved nearly 2.98 million subscribers in January 2010. It made the TTSL as the

number one operating network in subscriber than BHARTI AIRTEL and Vodafone. After

that the TTSL had the healthy growth in new subscriber additions which made the fifth

largest telecom operator in India with 60 million subscribers. By the preceding months there

was the improvement of 3.3 million subscribers newly. The pay-per-second scheme of the

GSM of Tata DOCOMO was collaborate with CDMA Tata Indicom. In January 2010, theTata GSM operator added 13.7 million subscribers, where the overall subscribers of the GSM

were nearly 394.2 million [3]. Tata Tele-service introduced new internet connection on

March 2010. It launched DIALOG, the product that the subscribers connect the internet on

their television by multimedia device without laptop which was first introduced in Kolkata

and Chennai [4].

ECONOMICAL ANALYSIS:

TTSL network operator was allowed to be seen the launch of GSM base services in Gujarat

in Tata DOCOMO banner [8]. It achieved the rank of sixth in the term of market share by the

third straight month with 3.87 million of new subscriber which was followed by the


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Vodafone at 2.98 million. In September 2008 the TTSL had 4 million subscriber and 52% of

increase in customer on July 2009 [9].

A leading supplier VOLUBILL (London) of real charging and policy control to fixed and

mobile service providers was chosen by the Tata Tele-service limited for revenue leakage and

granular data charging in December 2009 [11].

The EBITDA growth of the TTSL was increased in to 1.9% in June 2009 compare to June

2008. The TTML network was had thee congestion rate of free in four consecutive reported

in TRAI. TTML was the number one operator in overall customer satisfaction reported in

TRAI. In June 2009 nearly 8 million of customers were crossed with 42% growth area. There

were 34.72 Crores of Indian rupees increased in net loss in June 2009 [7].

SOCIALOGICAL ANALYSIS:

Tata DOCOMO GSM mobile operator services introduce the attractive features infree internet browsing to social network. And free GPRS connection access to social

network like Facebook, Orkut, Twitter, Linkedin and Nimbuzz.

The Tata DOCOMO BuddyNet was introduced the plan as weekly rental 7 Rupeesand one rupee per day. The first month was free trial for no cost.

The cheaper rate call for 5 friends made the economical growth and sociologicaldevelopment of TTSL [14].

Buddy-Net subscription also introduces the local call at 1p per 6 seconds and STD at1p/ 2 second to all Buddy-Net members made the huge social communication around

the customers. And the balance charge to gift as recharge to other Tata DOCOMO

customer [14].

TECHNOLOGICAL IMPROVEMENT ANALYSIS:

Tata Teleservices (Maharashtra) Ltd:

The TTML group's aim was provided on the basic of telecommunication and internet service.

They divided the operator like telecommunication service and passive infrastructure service

which was placed in highly economical cities in India. The technical ideas of the group shows

in baking activities on mobile with short message service (SMS) which includes checking

balance, check book request , check loan and also check credit card accounts. By using the

systems the money was transferred of funds and payment of bills and mutual fund policies on

July 2008 [10].

The fastest growing telecommunication was grown in Maharashtra and Goa in India by the

brand name of Tata Tele-service limited. The company was involved to introduce the new

technology of Wi-Fi base station market and announced the Wavion WBS-2400 Based

station in Mumbai, India.th high speed wireless connection was launched first by the TTSL in

India. This Wi-Fi connection was more powerful technology and the architecture solution

which enable cost-effective, superior service and standard security service [12]. The

environmental crisis was made only by construction of networking tower in hill areas.

Because of this crisis the signal problem was occurred in the Tata DOCOMO everywhere

made the drawback of networking communication.


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FUTURE DECISION MAKING:

TTSL was the sixth largest mobile operator in India which made the future agreementwith Indian retail giant Future Group which offer GSM mobile service in the popular

name of T24.The T24 (Talk 24) was the brand name of US which gave the dual

advantage to customer as 24 hours of the day. "Shop More, Talk More and TalkMore, Shop More" [15].

The recently launched 'DIALOG' device made the huge brand name of the TTSL. Themultimedia applications 'Tata Photon' wireless data modem Dialog will make the

future huge popularity and brand name of TTSL [15].

The TTSL aim was drive the benefit from the capabilities of Microsoft office sharepoint portal give authority to employees and enhance a smooth, integration and

efficiency.

MARKETING MIXThe successful mix of organisation need the proper and perfect marketing mix in their

product. The marketing mix had the kinds as product, price, place and promotion which was

also called as '4p's.

The marketing mix of the organisation required the chosen of right product, where sold in the

right price of quantity and quality, need the right place for selling with using of most suitable

promotion. For that the TTSL organisation knows the awareness about that brand name, need

to check out the quality of the brand product, the product need the unique product feature of

brand and the impact of promotion of purchasing the product.

"The marketing mix was controllable tactical marketing tools to work with join group for the

achievements of organisation objectives. "

The telecommunication industries of India made the huge economical benefits around the

country. The world popular networking and service of mobile operator were available in

India most. The dominated industries in mobile services in India were AIRTEL, Vodafone

which was in GSM Service. The Tata Tele-service limited was not introduced the GSM

service while starting. The Tata CDMA had only 7.2% of market sharing in Indian Tele-

service.

SWOT ANALYSIS:

The abbreviation of SWOT analysis was Strength, Weakness, Opportunities and Threats. Theanalysis of these four factors through the managing of organisation was called as SWOT

analysis.

STRENGTH:

Second's tariff plan which called as seconds pulse. The Tata DOCOMO was in the group of brand image of TATA groups. Variety of plans. Slogan of Tata DOCOMO "DO THE NEW" and Advertisement. The sociological value of organisation. Where the product was easily obtained by the

common people from low to high level.


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WEAKNESS:

The construction of tower problem in hill areas. Low signal strength. Nowadays they stopped the post paid connections. Other than mobile services they managing poor organisation of customer care service. Mostly the TTSL was took their interest in the cities and town as like rural areas not

in urban.

OPPORTUNITIES:

The mobile operator made the huge expanding of services Launching the different varieties of new plans as like their slogan. New service plans for internet users as well. The new technologic service of 3G compatible services. The SMS banking free monthly trail Internet services.

THREATS:

The network services were rectified the band name did have any tragedy fordeveloping organisation.

The customer centre required to clearly explain the plans and the service of the tariffsto customer.

To improving the lifetime 1ps/second tariff with perfect networking. Improve their network from the competitive organisation need to improve their

quality.

PRODUCTS:

There were three major products of the Tata Tele-service Limited as post paid mobile service,

walky talky mobile services and USB modem. The Tata Tele-service had the products as Tata

INDICOM, Tata PHOTON, TATA WALKY, Enterprise Service, VIRGIN Mobile and Tata

DOCOMO.

POST PAID IN TTSL:

The TTSL had the good range of service which provided the post paid and the prepaid

services. The networks have the good quality service which had the pure quality voice

hearing handset. After the launching of GSM mobile service then the contact centre was the

guide of post paid connection of the organisation. TTSL extended the new plan and scheme

of photon plus after the Post paid connection. By using the post paid CDMA, the hand set

available from the post paid were from Nokia, Samsung, Motorola, Huawei and Haier. The

Tata INDICOM was the wide range of CDMA hand set.

WALKY TALKY:

The Tata Indicom had new phones as Home and Business phones. The Home phones was had

the requirement of call mobile with the cheaper rate, so the walky talky home phone made the

good fulfilment for that. The Business phone had the excellent call charge where the walkyfeatures like line hunting, voice mailing, high speed internet and pooling.


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USB MODEM:

The USB modem was introduced by the Tata INDICOM in Maharashtra. The plug 2 surf

whiz USB Modem device launched in Maharashtra which made the good internet service to

customer. This was the devices in direct fits of standard USB port in desktops and laptops for

instant net service.

PRICE:

Tata Tele-service limited was the leading private basic operator which made the offer in

telephone services, ISP, NLD, Broad band and CDMA services. These new schemes of TTSL

develop the physiological factor of customer by the major force includes motivating the

customer, perception, attitude and also the personality of the product [17]. The cheaper call

rate was introduced in the TTSL firstly. The most popular and developing the brand name of

the TTSL was '1 Paise per second' scheme.

Then the updating information in the handset was the new technology introduced in TTSL

which shows the account balance, last call charging and so on. The SMS charge of TTSL

made the huge revolution around the mobile service in India. Where the Local SMS was 60

Paise per SMS and National SMS was 1.20 Rupees per SMS. The Tata DOCOMO's 1 paisa

per second scheme made the attractive tariff plan in both post paid and prepaid [18].

PLACE:

TTSL had the channels of distribution in nice range. The Tata was already in the

telecommunication service as Tata INDICOM which had the wide range of distribution to

sell the Tata DOCOMO service operator.

PROMOTION:

The promotion of TTSL was viewed in the two categories as Advertising and Sales

Promotion. The Advertising of Tata DOCOMO used different styles in there Patten other

than competitive mobile service. By that the brand name and the popularity of TTSL was

spread all over the India very faster. The newspaper and magazine made the huge role in

developing the brand name. The Tata DOCOMO's latest features help the employer and

customer care to reduce their burden [18]. Example: The recent launch of DIALOG made the

perfect sales promotion of TTSL. The DIALOG product made the enable customer to connect

to internet service through the television set March 2009. The Tata DOCOMO introducingbaking service in GSM was spread like fire through all over India by the help of

advertisement and newspaper. Example: The latest launch of Android-powered Samsung

mobile announced by the Tata DOCOMO and Samsung mobile with in-built Google Mobile

services (Samsung Galaxy 17500) in India [19].

SUGGESTION:

The Tata Tele-service was one of the fastest growing dual technology mobile servicelimited which widely spread over India in the brand name of Tata INDICOM (CDMA

service) and Tata DOCOMO ( GSM service). But the organisation needs the increase


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Tata by Mirwais Queensbury College UK

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