TATA DoCoMo – The New GSM Player
Telecom sector has risen in india in recent years.Even Recession could not halt its progress.India had a lot of players in the market Airtel,Vodafone,Reliance,TATA Indicom etc etc.
Major segments are GSM and CDMA which were well contested within boundaries.Airtel,Vodafone and Idea fighting it out in GSM domain whereas Reliance and TATA Indicom in CDMA.
Few days back Reliance entered the GSM market with Hritik Roshan leading the campaigns.So how could have TATA laid back and just played in the CDMA market.
Just today i got a glimpse of what they are coming up with on a TV channel TATA DoCoMo is what they are calling their new baby.
Docomo is not actually a baby.Its a giant in Japanese market.Check it out on Wiki.
So TATA has tied up with them to take on Indian Market.
I went to their site.The site looks good and it seems TATA DoCoMo would be introducing many new things in India.They have both Prepaid and Postpaid( this is not new i am coming to it).
1) one second pulse
2) One Paisa Per Second rate
3) Savings Alert
All other things seem to be in place.
The first impression about Positioning from their website seems to be of an Affordable and Savings oriented GSM service.
TATA is a brand which always keeps on evolving and coming to market with new products and services. This time they have to take on all the big and established players like Airtel,Vodafone,Reliance.
One more thing is that it may cannibalize its own market(TATA Indicom) but thats just a thought.Reliance has successfully maintained success in both GSM and CDMA so even TATA can.
Just before leaving listen to this tone which is gonna be played many times in front of you on TV and other media.
The TATA DoCoMo signature tune :
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UPDATE : TATA DOCOMO is already launched in few states like TN and Kerala in its initial phase.
UPDATE 2 : Comment from TATA DOCOMO Marketing
We have finally launched our unlimited GPRS plan and we will be introducing it in 2 packages. The first package will be the ‘Rs. 15 GPRS Pack’. This is a pre paid pack wherein a customer can recharge with Rs.15, and thereafter the customer will be allowed to access unlimited data for next 3 days by selecting Docomo internet APN on their handsets. The second package will be the ‘Rs. 95 GPRS Pack’. In this pack, the customer can recharge with Rs. 95, and thereafter the customer will be allowed to access unlimited data for the next 30 days. These packages will be applicable to TATADOCOMO home and roaming network only.For further information please visit the Unlimited GPRS URL: http://www.tatadocomo.com/gprs-edge-faqs.aspx
Update 3 Comment from TATA DOCOMO Marketing
This Diwali we want to ‘do the new’ with the animators! Not only are we holding the Animation Contest, we are now giving it a cracking Diwali twist! So all you animator’s out there here’s your chance to earn a nice Diwali Bonus! We are offering a special reward of Rs. 1 Lakh for the best animation celebrating the theme of Diwali, using D, O, C, O, M and O and of course our brand signature tune!
The last date of submission for the unique Diwali Contest is October 7th, 2009. The name of all the entries must start with ‘DIWALI_(title of your clip)’.
The Diwali Twist Competition is over and above the on-going contest and the same terms of DO apply.
This Diwali we want to DO the New, so its time for you to show your DO!
The Diwali twist contest details can be found at ‘create.tatadocomo.com/ what-to-do.aspx’
Warm Regards,
TATA DOCOMO
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affordable and savings oriented.. I cant imagine any player entering the Indian market and expect people to pick its sim cards in volumes only because its offering a special service in terms of an infotainment or an m-commerce service. So the strategy is right, but a 1 sec pulse.. a boon for the customer, it will straight up reduce the billing by almost a 30%! and for the company a direct hit on its topline..So will it be able to sustain itself in this super saturated market.. only time will tell..
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hmm but AIRCEL has done exactly that!
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On a very lighter note, 99 out of 100 TATA CDMA customers i have met are young couples separated by distance,and to keep their hearts near(and their STD bills low) they opt for TATA indicom. And given the population of India and the number of youth our country has, growth prospects of TATA CDMA look humongous.So kya topline kya bottom line….TATA join karey dillon ki line(wah wah).
).Over the time HUTCH developed and built up its network and today in Punjab its second best only to airtel.
Well what I say might seem funny but it’s actually true.
Given the CDMA asks for an investment in a device, many people drift away from it because of the initial cost associated.
And in the GSM sector,I guess it’s purely the price factor that matters,very closely followed by connectivity. I have myself followed the launch of HUTCH in Punjab.Their network was pathetic,calls were more than often dropped and customer service was poor.But the only advantage was its low cost and that drove the masses from Airtel to Hutch( yours truly was also one of them
And I guess the same strategy is being followed by TATA.Throw your service at such a price that a person should have genuine reason as why not to shift to your services.And over the time go on building the brand and the company.
So good luck, TATA!!!!
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[...] Read the rest here: TATA DoCoMo – The New GSM Player [...]
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Excellent writeup dude. Well I guess Tata has been right in selecting the initial areas if operation as a part of their strategy. The 5 states where they would be operating initially mostly are price sensitive and not too fussy about service (compared to Mumbai Junta). So, once in a while call drop should not matter much, especially so when the call rate is per sec. The customer loyalty seemed to be driven mostly by the pricing.
another thing worth taking a note is TATA DOCOMO is also having a Twitter grp attached. You join in and you are updated with all the recent developments. This way they are in continuous touch.
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Thanks abhra for bringing the twitter point here.I noticed it that they have all social networking bookmarks available on their site.India is waking up to the new form of marketing.Twitter,Facebook etc.
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this is great news for us indians…more players in the market will mean we the consumers will benfit more!!…having said that tata docomo has got some pretty amazing features and plans to offer…take a look here (http://tatadocomo.com/connect.aspx)…the one sec pulse system means that now ppl are charged only for what they use..for eg…if you speak for 10 sec you will be charged 10 paisa as opposed to other operators who charge you the rate for 1min even for a 10 sec call…this is certainly revolutionary stuiff by tata docomo…anyone switched over to tata docomo yet??
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ya sure i hope we benefit from it.
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hey i jus got a connection its too gud guys..the 1p/sec is really amazing plan..also the saving alert facility is realy nice..really happy with tata docomo..Do the new guys!
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the docomo gprs plans are quite crap…other operators are mcuh better in that regard….yesterfday i saw on their FB page that they plan to introduce unlimited gprs plans…that shuld be good and necesary!…but then theres no info on that at all..anywhere!! iisit just a gimmick or what??
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savings done wit the per second billing in call rates nw v cn also save in the sms..jus write short msgs n each character vil b charged abt per paise..loving my docomo..
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We have finally launched our unlimited GPRS plan and we will be introducing it in 2 packages. The first package will be the ‘Rs. 15 GPRS Pack’. This is a pre paid pack wherein a customer can recharge with Rs.15, and thereafter the customer will be allowed to access unlimited data for next 3 days by selecting Docomo internet APN on their handsets. The second package will be the ‘Rs. 95 GPRS Pack’. In this pack, the customer can recharge with Rs. 95, and thereafter the customer will be allowed to access unlimited data for the next 30 days. These packages will be applicable to TATADOCOMO home and roaming network only.
For further information please visit the Unlimited GPRS URL: http://www.tatadocomo.com/gprs-edge-faqs.aspx
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docomo is jus for doin the new..nw again thr animation contest is the new n the best news is thr is not jus 1 winner n the award is 1 lakh..
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n the othr best news is v cn use all the animation tool like 3d, maya!!quite exciting docomo..
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This Diwali we want to ‘do the new’ with the animators! Not only are we holding the Animation Contest, we are now giving it a cracking Diwali twist! So all you animator’s out there here’s your chance to earn a nice Diwali Bonus! We are offering a special reward of Rs. 1 Lakh for the best animation celebrating the theme of Diwali, using D, O, C, O, M and O and of course our brand signature tune!
The last date of submission for the unique Diwali Contest is October 7th, 2009. The name of all the entries must start with ‘DIWALI_(title of your clip)’.
The Diwali Twist Competition is over and above the on-going contest and the same terms of DO apply.
This Diwali we want to DO the New, so its time for you to show your DO!
The Diwali twist contest details can be found at ‘create.tatadocomo.com/ what-to-do.aspx’
Warm Regards,
TATA DOCOMO
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that icing on the cake..love docomo’s animation contest..also vry hapy as they are allowing the participants to use all forms of animation..
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[...] by the plan on the first look.I thought TATA is creating waves in the telecom sector,first TATA Docomo pay per second,now pay per call by TATA [...]
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1ps/second is gr8…bt tht comes to 60 ps/minute….so reliance is better…bcoz it charges 50 ps/minute…but stil tata offers gr8 services.like diet sms…
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