TATA DOCOMO

Summer Internship Report In “TATA DOCOMO”

ASHISH RANA

This is the project report of summer training in Tata Tele services in partial fulfillment of MBA program me. During the 45 days of training i tried to understand all the market strategies of telecom sector. I did a feedback Market survey of existing customer’s of Tata

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tele. In that way we came to know that what are their need, complaints and expectation

from company

ACKNOWLEDGEMENT

Exchange of ideas generates a new object to work in a better way. Whenever a person is

helped and co-operated by other, his heart is bound to pay gratitude and obligation to

them. An endeavor is difficult even to initiate without the help of many souls who are

always there by the grace of god.

I am honored to be attached with prestigious organization. I extend my sincere gratitude

to the management of “Tata Teleservice Limited” for giving me an opportunity to work

with them and assisting me in my project whenever required.

I sincerely thank Mr.Damanjeet Singh–Manager Marketing -of Tata Teleservices Ltd.

who spared his valuable time and gave me opportunity to work and undertake this project

in Tata Teleservices Ltd. and guided me throughout this project. It would not have been

possible for me to complete the project without his meticulous guidance and suggestions.

I would like to express my sincere gratitude towards Mr.Biplab Chowdhury-Manager,

for providing me the opportunity to work and learn with him. I am extremely grateful to

Mr. .Biplab Chowdhury for inspiring me to strive to achieve the best in difficult

situations.

I would like to give special thanks to my University faculties specially Prof. Sugandha

mam whose timely guidance and support at crucial junctures made the undertaking of

this project an enriching learning experience. Last but not least I would like to thank

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all my friends who have been working with me in a special project, with their innovative

ideas and suggestion

Executive Summary

The undergone project is a part of the Summer Internship project

focused on Telecommunication sector. Telecommunication Industry is

basically complex and fastest growing industry. The industry observes the

maximum competition in terms of customer retention and better service. In

the present scenario all the service providers are providing almost equal

tariff rates, the only differentiating factor that works for the industry is

the customer service.

The key take away from the project was the High Quality Service Retail

Experience. The profit of margin in the industry is diminishing and in that

scenario providing excellent service to the customer adds u to tremendous

cost. TATA DOCOMO‟s Service Point model offers the solution to the

problem.

The report covers the operational aspects of operating the large number

service points smoothly. The report presents the overview of Telecom

Industry, Overview of TATA DOCOMO‟s unique customer service model,

3G auctions, the various activities that TATA

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DOCOMO plans for the customer satisfaction and customer delight.

Table of Contents

Acknowledgement………………………………………….………………..….02

Executive Summary……........................................................................03

Preface………………………………………………………………………...…05

Introduction about the company………………………………………………...06-07

Board of directors…………………………………………………………….….08-11

Corporate Sustainability of Tata teleservice………………………………………11-12

Corporate sustainability……………………………………………………12-15

Corporate sustainability policy……………………………………………..16-18

Strategic Principles for Corporate Sustainable Development………………….18

TATA Business Excellence Model……………………………………………….19-21

Introduction to TATA DOCOMO……………………………….. ……………….22-23

Introduction…………………………………………………………………23-28

Products and services of TATA DOCOMO……………………………………....29-35

TATA DOCOMO Launches GSM…………………………………………..36-38

Tata DOCOMO brings ‘3G Life’…………………………………………….38-41

Marketing Functions of TATA DOCOMO………………………………………………….42

Service Point Concept…………………………………………………………43

Challenge in modern telecom industry - Customer retention…………………44

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TATA DOCOMO Service point Model…………………………………….44-45

Key Responsibilities…………………………………………………………45-51

PREFACELife is a long journey, wherein each one of us crosses number of milestones.

Every stoppage teaches us a lot. I, being the student of management, learnt a

plethora of things and was being bombarded with

Lots of learning, events, projects, and seminar. The two-year full time

program of management course helped in lots of learning. Such has been the

presentations and projects which enhanced our learning by adding on to our

world of knowledge. And summer training is one of the parts to enhance our

business skills.

It was a life time experience for which I thank to all the staff members of Tata

tele, my parents, faculty members, administration of the Sri Sai University

Palampur (Himachal Pradesh).

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Introduction

Tata Teleservices Limited spearheads the Tata Group’s presence in the

Telecom sector. The Tata Group had revenues of around US $62.5 bn in

Financial Year 2007-08, and includes over 90 companies, around 350,000

employees worldwide and more than 3.2 million shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x

Technology platform in India. It has embarked on a growth path since the

acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices

(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile

operations in January 2005 and today enjoys a pan-India presence through

existing operations in all of India’s 22 telecom Circles. The company is also

the market leader in the fixed wireless telephony market. The company’s

network has been rated as the ‘Least Congested’ in India for last four

consecutive quarters by the Telecom Regulatory Authority of India through

independent surveys.

Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra)

Ltd, serves over 36 million customers in more than 320,000 towns and

villages across the country, with a bouquet of telephony services

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encompassing Mobile Services, Wireless Desktop Phones, Public Booth

Telephony and Wire line Services. Other services include value-added

services like Voice Portal, Roaming, Post-paid Internet Services, Three-way

Conferencing, Group Calling, Wi-Fi Internet, USB Modem, Data Cards,

Calling Card Services and Enterprise Services. Some of the other products

launched by the company include Pre-paid Wireless Desktop Phones, Public

Phone Booths, Mobile Handsets and Voice & Data Services such as BREW

Games, Voice Portal, Picture Messaging, Polyphonic Ring Tones, and

Interactive Applications like news, cricket, astrology, etc.

In December 2008, Tata Teleservices announced a unique reverse equity

Swap strategic agreement between its fully-owned telecom tower subsidiary,

Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure

Limited—with the combined entity kicking off operations

With 18,000 towers, thereby becoming the largest independent entity in this

space. Tata Teleservices’ bouquet of telephony services includes mobile

services, wireless desktop phones, and public booth telephony and wire line

services.

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Board of Directors

Mr. Ratan N. TataDesignation : ChairmanCompany : Tata Teleservices Ltd.

Mr. K. A. ChaukarDesignation : Managing DirectorCompany : Tata Industries Ltd.

Mr. Anil Kumar SardanaDesignation : Managing DirectorCompany : Tata Teleservices Limited

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Mr. I. HussainDesignation : DirectorCompany :Tata Sons Ltd.

Mr. N. S. RamachandranDesignation : Director,Company : Tata Teleservices Ltd.

Mr. N. SrinathDesignation : CEO & MDCompany : Tata Communications Ltd.

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Dr. Mukund Govind RajanDesignation : MDCompany : Tata Teleservices Maharashtra Ltd.

Mr. Anuj MaheshwariDesignation : DirectorCompany : Temasek Holdings AdvisorsIndia Pvt Ltd., ("THAIPL")

Mr Toshinari KuniedaDesignation : Senior Vice PresidentManaging Director Global Business DivisionCompany : NTT Docomo, INC.

Mr. Kiyoshi TokuhiroDesignation : Senior Vice PresidentManaging Director of Network DepartmentCompany : NTT Docomo, INC.

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Mr. Kazuto TsubouchiDesignation : Executive Vice PresidentChief Financial OfficerCompany : NTT Docomo, INC.

Corporate Sustainability of Tata teleservice

“Clay is molded to make a vessel; the utility of that vessel lies in ‘what is not’.

Thus by taking advantage of what is not, we develop ‘what is’” – Lao Tse.

These words summaries our attempt to put together socially sustainable

programs at TTSL.

We engage with the CS space with the vision of a seer and the spirit of an

adventurer and executioner as we take up large scale and pan-India capacity

building projects.

“The world today is fired by the digit and has moved beyond the speed of

light. The conventional business engagement verticals do not necessarily

engage entirely with the surface area of opportunity in our environment.

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We look into the space to dimension, develop and deliver value in such spaces

and bring these to the realm of opportunity.

This is what will ensure sustainability, equanimity and capacity. This space is

beyond the radar of businesses but interestingly also makes for the biggest

space that is in serious need of being discovered. It’s about socioeconomics.

That Christopher Columbus discovered Americas is perhaps not true, since

America existed much before Columbus set foot on that land. In the same

breath whilst it may be true that Einstein formulated, E = Mc 2, our argument

rests with the fact that all the three values existed much before Einstein put

these together.

By that analogy, we discover spaces in the markets and develop markets in

such spaces. That is the essence of sustainability.

To undertake that task we follow the following two empirical laws:

1. Leverage telephony through leveraging Access, Affordability and

Application (the 3 A’s)

2. Leverage employee engagement by de-oxidizing their sensitivity and

human side.

Corporate sustainability is a business approach that creates

long-term consumer and employee value by not only creating a "green"

strategy aimed towards the natural environment, but taking into consideration

every dimension of how a business operates in the social, cultural, and

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economic environment. Also formulating strategies to build a company that

fosters longevity through transparency and proper employee development.

Corporate sustainability is an evolution on more traditional phrases

describing ethical corporate practice. Phrases such as corporate social

responsibility (CSR) or corporate citizenship continue to be used but are

increasingly superseded by the broader term, corporate sustainability. Unlike

the other phrases that focus on "added-on" policies, corporate

sustainability describes business practices built around social and

environmental considerations.

The phrase is derived from two keys sources. The Brundtland Commission's

Report – Our Common Future which described sustainable development

as, "development that meets the needs of the present

without compromising the ability of future generations

to meet their own needs". This desire to grow without damaging

future generations' prospects is becoming more and more central to business

philosophies.

Within more academic management circles Elkington (1999) developed the

concept of the Triple Bottom Line which proposed that business goals were

inseparable from the societies and environments within which they operate.

Whilst short-term economic gain could be chased, a failure to account for

social and environmental impacts would make those business practices

unsustainable.

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Strategic Principles for corporate Sustainable Development

Transparency

The Deals with the idea that by having an engaging and open environment

within the company as well as the community will improve performance and

increase profits. It is an open culture that promotes employee involvement in

regards to the innovation and creative processes. Reaching out to the

community creates a much bigger team, is extremely cheap, and provides

evaluation from all angles. Companies are looking inward and realizing

changes must be made to fulfill environment needs such as energy efficiency,

limiting product waste and toxicity, and designing innovative products.

Employee Development

People are the most important renewable resource and therefore, are the

strongest asset to any organization. A strong development program could be

the underlying factor for a company's success or failure. Employees are the

concrete foundation for the company and must be thoroughly analyzed and

evaluated to tap into their true motivations and desires. For a company that

wants to reach its greatest potential, employees must work towards

improvement rather than perfection. Programs should be implemented that

rewards star performers, fosters the creative learning process, and provides

comprehensive training and evaluating.

Resource Efficiency

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Companies must adapt to this rapidly changing environment by being

prepared to change and implement new creative ideas related to sustainability.

Companies should not throw away old products and materials, but rather be

prepared with upgraded technology that can transform the product. New

solutions that improve recycling and waste redirecting can ultimately reduce

costs and increase profits. For example, Wal-Mart Stores Inc. has redirected

more than 64 percent of the waste generated by stores and Sam’s Club

facilities. In 2009 alone, they recycled more than 1.3 million pounds of

aluminum, 120 million pounds of plastics, 11.6 million pounds of mixed paper

and 4.6 billion pounds of cardboard. On an annual basis, they expect to save

around $20 million and prevent 38 million pounds of waste being sent to

landfills.

Companies focused on sustainability are appointing a Chief Sustainability

Officer leading a department with a mandate to proactively develop and

implement a corporate sustainability strategy.

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Corporate Sustainability Policy

Conducting good business is always good for business. To best serve our

customers, we must advance our commitment to corporate sustainability (CS).

Our principles of Corporate Sustainability are based on the premise of

creating collective value for enhancing human, natural, social and financial

capital. It seeks to demonstrate accountability to all stakeholders, and

communicates a fundamental belief in the equilibrium of people, planet and

profit. We believe that connecting with initiatives that greatly impact people

and the environment enriches the lives of others and the lives of our

employees.

To leave a positive mark on the world, Tata Communications believes we

must grow and nurture new resources for our communities while protecting

and conserving our existing resources.

Grow and nature

Advancing life is about more than technology, it requires individual

investment in the communities in which we live and conduct our business.

Our global team at Tata Communications rolls up its sleeves to participate in

initiatives that nurture and sustain people and the environment.

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Protect and Conserve

To truly give back, Tata Communications believes we must also work toward

"taking less." Our commitment to developing "green technology" initiatives

that conserve energy is unwavering. These initiatives enable our customers

worldwide to leverage our communications solutions to reduce their

company's carbon footprint.

Key Initiatives

Health and Wellness

Our global team participates in initiatives aimed at providing outreach and

care to homeless children and children living with HIV and AIDS.

Literacy and Education

Opening a new world of communications begins by opening up access to a

world of information and opportunity. Our company, along with six other

companies in the Tata Group, offers children from low-income families the

opportunity to read and own their own books. Tata Communications and First

Book donate thousands of new books to help cultivate the imaginations of

low-income children.

Sustainable Livelihood  

Apart from health and education initiatives, Sustainable Livelihood is one of

the important focus areas of our Community Outreach Programmed. It aims at

building trust, imparting skills, creating capacities and improving the quality

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of life for communities across the globe. The delivery model is based on

multi-stakeholder partnerships with national governments and non-profit

organizations to identify beneficiaries provide vocational training and

implement sustainable income generating mechanisms for the socio-

economically disadvantaged.

Environmental Clean-up Projects

Recognizing the importance of protecting nature, employee volunteers

participate in environmental clean-up initiatives with children. The project

enables our team to connect with and educate young people about the vital

need to protect our environment.

CO2 Emissions Reduction

Helping customers to decrease their reliance on business travel reduces CO2

emission rates. The Tata Communications Telepresence Exchange service

leverages technology to provide companies with a virtual meeting space that

is a cost-effective and environmentally responsible alternative to business

travel. A growing number of enterprises leverage our Telepresence Exchange

service to conduct virtual business meetings and reduce company costs and

CO2 emission rates.

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TATA Business Excellence Model

The TATA Business Excellence Model methodology has been molded

to deliver strategic direction and drive business improvement. It contains

elements that enable companies following its directives to capture the

best of global business processes and practices. The model has retained

its relevance thanks to the dynamism built into its core. This translates

into an ability to evolve and stay in step with ever-changing business

performance parameters.

The TBEM matrix is used for the organizational self-assessment of Tata

companies, recognition and awards, and for providing feedback to

applicants. In addition, TBEM plays three important supportive roles in

strengthening the competitiveness of Tata companies:

It helps improve business excellence practices, capabilities and

results.

It facilitates communication and sharing of best practices among

Tata companies.

It serves as a working tool for understanding and managing

performance, for providing planning guidance, and for

identifying learning opportunities.

The TBEM methodology comprises a set of questions that applicant

 

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Tata companies have to answer. Its main objectives are to enhance value

to customers and contribute to marketplace success; maximize

enterprise-wide effectiveness and capabilities; and deliver organizational

and personal learning. The methodology is built on the following set of

interrelated core values and concepts: visionary leadership; customer-

driven excellence; organizational and personal learning; valuing of

employees and partners; agility; future focus; managing for innovation;

management by fact; social responsibility; results and value creation;

and systems perspective.

The core values and concepts of TBEM are embodied in seven

categories: leadership; strategic planning; customer and market focus;

measurement, analysis and knowledge management; human resource

focus; process management; and business results. The TBEM system

focuses on certain key areas of business performance: customer-focused

results; product and service results; financial and market results; human

resource results; organizational effectiveness results; governance and

social responsibility results.

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Introduction of TATA DOCOMO

Vision

“Trusted Service to 100 million happy customers by 2011.”

Mission

“To empower every Indian to connect with the world affordably.”

Values

“Fairness through Meritocracy

Trust based on Accountability

Tenacity for Results

Pioneering Spirit

Excellence in Execution

Leadership with Humility”

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Aspirations

To be the most loved Tele-service brand

Simplifying and enriching people’s lives

A joyful place to work

Refreshingly different

Introduction

TATA DOCOMO is a Tata Teleservices Limited's (TTSL) cellular service

provider on the GSM platform-arising out of the Tata Group's strategic joint

venture with Japanese telecom giant NTT Docomo in November 2008. Tata

Teleservices has received a pan-India license to operate GSM telecom

services, under the brand "TATA DOCOMO" and has also been allotted

spectrum in 18 telecom Circles. TTSL has already rolled out its services in

various circles.

It offers both prepaid and postpaid GSM cellular phone with presence in 11

circles including Madhya Pradesh & Chhattisgarh, Orissa, Maharashtra &

Goa, Punjab, Haryana, Uttar Pradesh, Karnataka, Kerala, Tamil Nadu, and

West Bengal. It has become very popular with its one second pulse especially

in semi-urban and rural areas. They are launching their service from the south

of India to central, east and north.

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Tata DOCOMO is Tata Teleservices Limited's (TTSL) telecom service

on the GSM platform-arising out of the Tata Group's strategic alliance with

Japanese telecom major NTT DOCOMO in November 2008. Tata

Teleservices has received a pan-India license to operate GSM telecom

services, under the brand Tata DOCOMO and has also been allotted spectrum

in 18 telecom Circles. TTSL and has already rolled out its services in various

circles.

The launch of the Tata DOCOMO brand marks a significant milestone in the

Indian telecom landscape, as it stands to redefine the very face of

telecoms in India. Tokyo-based NTT DOCOMO is one of the world's

leading mobile operators-in the Japanese market, the company is clearly

the preferred mobile phone service provider in Japan with a 50 per cent

market share.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge technologies

and services. Over the years, technologists at DOCOMO have defined

industry benchmarks like 3G technology, as also products and services

like the i-modeTM, mobile payment and a plethora of lifestyle-

enhancing applications. Today, while most of the rest of the industry is only

beginning to talk of LTE technology and its possible applications, DOCOMO

has already started conducting LTE trials in physical geographies, not just

inside laboratories.

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DOCOMO is also a global leader in the VAS (Value-Added Services) space,

both in terms of services and handset designs, particularly integrating services

at the platform stage. The Tata Group-NTT DOCOMO partnership will see

offerings such as these being introduced in the Indian market under the Tata

DOCOMO brand.

Tata DOCOMO has also set up a 'Business and Technology

Cooperation Committee, comprising of senior personnel from both

companies. The committee is responsible for the identification of key

areas where the two companies will work together. DOCOMO, the world's

leading mobile operator, will work closely with the Tata Teleservices

Limited management and provide know-how on helping the company develop

its GSM business. Despite being a late entrant, Tata Indicom, TTSL's CDMA

brand, has already established its presence and is the fastest-growing pan-

India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer

of the CDMA 1x technology platform in India. Today, Tata Teleservices

Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37

million customers in more than 320,000 towns and villages across the country

offering a wide range of telephony services including Mobile Services,

Wireless Desktop Phones, Public Booth Telephony and Wire-line Services.

Tata Docomo, The GSM brand of TTSL and Telecordia Technologies has

won the Consumer charging Innovation award at Global Telecom Business

Innovation Awards being held at London. Tata Docomo chose Telecordia

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Technology to implement its GSM prepaid charging system. Telecordia’s

real time charging system enabled Tata Docomo in launching its

innovative pre-paid service offerings, delivering a highly scalable, reliable,

flexible and cost-effective real time charging solutions. Since June 2009, it

has gone from zero to 30 million subscribers, adding over 100,000, on

average, a day.

Tata and Telcordia have since expanded on this proposition by offering a

rollover service for unused minutes and SMS for up to three months for

enterprise customers. This is a new proposition for the telecommunications

market, and means that enterprises ensure they maximize their plan

benefits.

Global Telecom Business Innovation awards 2010 were held in London and

the Telecom companies gets honored for their innovative projects in various

category. Aircel along with Oracle has won the innovation award in business

Service innovation category.

The winners represent the most innovative projects in the industry worldwide

in five key categories:

1. Fixed infrastructure Innovation.

2. Wireless infrastructure innovation.

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3. Wholesale service innovation.

4. Business service innovation.

5. Consumer service innovation and Editor‟s award.

TATA DOCOMO adjudged most visible brand of the year

Indian Financial daily financial express conducted Brand wagon-synovate

survey to choose most visible brand of the year. As per the survey the

most visible brands were those that engaged extensively with consumers

through advertising and other means of communication and market

activity. Tata Docomo has been adjudged the most visible brand of 2009 in

the survey. It’s really a great achievement for a company which entered

in a very competitive and cluttered industry and waded through to

differentiate itself and positioned itself as a brand to reckon with.

When the brand was launched, it was the eighth entrant in a market

which was already overcrowded. The incumbent operators were already

finding it hard to differentiate themselves and were resorting to various

means, plans, advertisement etc. To entice customers. TATA DOCOMO

entered in a fiercely competitive market and broke the clutter and came out as

most sought after brand. It is because of TATA DOCOMO that whole

industry is talking in „per second‟ calling terms and the whole landscape got

changed. Now we see operators launching 1p/3 sec plans.

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Every player had some plan on offer to woo customers and they were all

screaming at the top of their voice to apprise them. Tata Docomo entered the

market with series of brilliant creative in TV, Print and outdoor. And the

Docomo jingle is most recognizable on TV.

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Products and services of Tata Docomo

TATA DOCOMO Launches GSM Service in Karnataka

“Moment of triumph for the Indian consumer”: Ratan

Tata Pay-for-what-you-use, Per-Second Paradigm

Comes to India

From today, subscribers can call anywhere in India for just 1 paisa per

second

Best coverage at time of launch—427 towns and 2,642 villages in

Karnataka

Complete South India rollout in a week

Country-wide service rollout to be completed this year itself

Bangalore, 09 July 2009: TATA DOCOMO, the GSM brand of Tata

Teleservices Limited, today announced the commercial launch of its

operations in Karnataka, just a few days after it announced its launch in Tamil

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Nadu, Kerala and Orissa. The company’s Next Gen GSM service started on a

heady note, with TTSL Managing Director Anil Sardana announcing a novel

“Pay for-what-you-use” model, with a pulse of one second, and a pricing of 1

paisa per second. TATA DOCOMO‟s pan-India service rollout will be

completed this year, with the entire South India set to go going „live‟ next

week.

In a message at the launch press conference, Mr Ratan Tata, Chairman, Tata

Sons, said: “The value proposition offered by TATA-DOCOMO is a unique

and revolutionary idea which symbolizes the spirit of innovation and inventive

genius. This launch is truly a moment of triumph for the consumer. The

launch of pay-per-use, per-second concept offered by TATADOCOMO will

create a paradigm shift in the overall telecom experience for the customer and

provide a service that is refreshingly different.”

Introducing the One-Second Pulse—Local. STD. ISD.

TATA DOCOMO also unleashed a wide array of products and services at the

launch, riding on the back of path-breaking innovative products and services,

and never-before tariff options.

“We had made a promise that we would bring to the country products and

services that would redefine the telecom experience,” Mr Anil Sardana said.

“It is a privilege to be fulfilling that promise in Karnataka—where subscribers

are discerning and seek transparency, innovation and differentiation. Our

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partnership with NTT DOCOMO will help us provide our subscribers with

tremendous technological and service differentiation. Keeping in view the

century of trust associated with the House of Tata, we are launching the

concept of fare being fair. From today, TATA DOCOMO subscribers will

now be able to enjoy the benefits of ‘pay-as-you-use’, at only one paisa per

second for all voice calls across India,” he added.

NTT DOCOMO is acknowledged as the global leader in 3G technology and

respected worldwide for its futuristic product innovations.

In a video-address, Mr Toshinari Kunieda, Senior Vice-President and

Managing Director, Global Business Division, NTT DOCOMO, said: “NTT

DOCOMO has provided technical inputs to make the TATA DOCOMO GSM

network world-class. Progressively, NTT DOCOMO shall bring to India the

various products and services that we offer in Japan and many other countries

—such as i-modeTM, Location-based Services (LBS) and mobile payment—

and give TATA DOCOMO customers a flavor of tomorrow. TTSL and NTT

DOCOMO are closely engaged in integrating technology, value-added

services, products and applications through the mechanism of Business and

Technology Cooperation Committee (BTCC). This should see TATA

DOCOMO change the way India communicates.”

Announcing some very aggressive pricing and customization options, Mr

Deepak Gulati, President, TATA DOCOMO, said: “In a market that is

cluttered with many operators and throws up confusing options, we will offer

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simplicity to consumers by being the country’s most transparent, innovative

and liberating telecom brand. The first move on this front is to cut through the

clutter and redefine the entire pricing paradigm—from Day One of our launch,

we will work on a per-second pricing model for almost everything, be it voice

calls, VAS services, and IVR interactions. Above all, we promise to always

listen to our subscribers.”

“We are focusing strongly on network superiority, coverage and service

offerings. Our presence in 427 towns and 2,642 villages makes our network

footprint the largest among all telecom operators in Karnataka, at the time of

launch. We have already made large investments in the Circle, and further

expansion this year itself is on the anvil,” Mr Yatish Mehrotra, TATA

DOCOMO’s Hub-head for South India, said. “TATA DOCOMO will unveil a

portfolio of Value Added Services that will reinvent mobile telephony in

India, with products and services like Free Voicemail, Timed SMS Service,

Free Missed Call Alerts, Call-me Tunes, etc—all of them customized to

liberate and refresh our subscribers,” he added.

The company has earmarked an investment of $2 billion on its pan-India GSM

network rollout.

Superior Technology and Network

From the day of the launch, the reach and coverage of the TATA DOCOMO

network is greater in Karnataka than that of any other operator at the launch

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stage. The TATA DOCOMO GSM mobile service will have extensive

coverage in 427 towns and cities and 2,642 villages in Karnataka, along 505

km of the state’s highways, at airports, along 220 km of rail routes and at

places of tourist interest.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge technologies and

services. Over the years, technologists at NTT DOCOMO have defined

industry benchmarks for 3G technologies, as also products and services such

as i-mode and a plethora of lifestyle-enhancing applications. Today, while

most global telecom players are only beginning to talk of 4G technology and

its possible applications, NTT DOCOMO has already recorded a downlink

transmission rate of 250 Mbps over a high-speed wireless network in an

outdoor test of an experimental system for Super 3G, also known as LTE, and

is targeting to complete the commercial development by the end of 2009. This

will hold TATA DOCOMO in good stead as it launches GSM services.

About NTT DOCOMO

NTT DOCOMO is the world’s leading mobile operator and provider of

advanced mobile services. The company serves over 54 million customers in

Japan, including 48 million using i-mode™, the world’s most popular mobile

e-mail/Internet platform, and 49 million using FOMA™, the worlds original

3G mobile service based on W-CDMA. As a leader in the development of

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cutting-edge mobile technologies, DOCOMO is continually expanding the

role of mobile phones as versatile and highly personalized "lifestyle tools" for

everyday life, including with a wide range of innovative services for mobile

payments, GPS, mobile TV, multimedia content and much more. NTT

DOCOMO is listed on the Tokyo (9437), London (NDCM) and New York

(DCM) stock exchanges. For more information, visit www.nttdocomo.com.

FOMA and i-mode are trademarks or registered trademarks of NTT

DOCOMO, INC. in Japan and other countries.

About TATA DOCOMO

TATA DOCOMO is Tata Teleservices Limited’s telecom service on the GSM

platform—arising out of the Tata Group’s strategic alliance with Japanese

telecom major NTT DOCOMO in November 2008. Tata Teleservices Limited

has received a license to operate GSM telecom services in 19 telecom Circles

and has also been allotted spectrum in 18 of these Circles. It has rolled out its

GSM services in Tamil Nadu, Kerala and Orrisa, with the entire South India

set to go live within a week. TATA DOCOMO marks a significant milestone

in the Indian telecom landscape, as it stands to redefine the very face of

telecoms in India. Tokyo-based NTT DOCOMO is one of the world’s leading

mobile operators—in the Japanese market, the company is the clear market

leader, used by over 50 per cent of the country’s mobile phone users.

DOCOMO, the world’s leading mobile operator, will work closely with the

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Tata Teleservices Limited management and provide know-how to help the

company develop its GSM business.

On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM,

Walky (Fixed Wireless Phone), Photon, INTERNET - under the Tata Docomo

name. All subscribers to these services were migrated to the Tata Docomo

brand on 20 October 2011. The company’s other brands - Virgin Mobile and

T24 - are not part of the rebranding and will retain their names.

TATADOCOMO LTD products have been renamed as below

Tata Docomo CDMA

Tata Docomo GSM

Tata Docomo Walky

Tata docomo Photon

Tata docomo Internet

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Tata DOCOMO brings ‘3G Life’ to the Indian Consumer

Becomes 1st private operator to launch 3G services in India, this Diwali

3G services will bridge Digital Divide with high-speed Internet access

3G services will also provide a superior voice experience to consumers

Tata DOCOMO has partnered with NTT DOCOMO, world leaders in

3G

Bengaluru, 3 November 2010: Tata DOCOMO, the GSM arm of Tata

Teleservices Limited, has become the first private operator to launch its 3G

services in India. Powered with cutting-edge technology support from its

partner NTT DOCOMO, INC. of Japan, the undisputed global leader in 3G

services, Tata DOCOMO’s 3G services will change the way consumers use

their mobile phones, riding on the back of game-changing products,

applications and services.

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Tata Teleservices Limited shall simultaneously launch its 3G services this

Diwali in all the nine Circles where it has the 3G license—Karnataka, Kerala,

Madhya Pradesh-Chhattisgarh, Rajasthan, Gujarat, UP (West), Punjab,

Haryana and Maharashtra.

“Tata DOCOMO’s 3G services will provide customers a dual advantage—

trusted service from the House of Tata, riding on the technological excellence

of NTT DOCOMO,” Mr Anil Sardana, Managing Director, Tata Teleservices

Limited, said. “We have been able to complete the ramp-up of our network to

support 3G services due to the superb 3G-ready network we created at the

time of our 2G launch itself, last year. Our 3G rollout across all nine Circles

will be completed this year itself,” he added.

Tata DOCOMO’s HSPA+ 3G Network, set up with the assistance of NTT

DOCOMO, supports highspeed Internet access with speeds of up to 21.1

Mbps. Technical literature often refers to this as ‘3.5 G+’. The network also

supports high-definition voice (HD Voice) for a superior voice experience on

calls.

“We have cherry-picked the best telecom Circles in the country from the

perspective of cumulative market potential for our 3G services. We will cover

51% of Indian towns with a population of over a million and 60% of towns

that have over half-a-million people. Additionally, our footprint covers 55%

of households with an annual income of over Rs 3 lacs, and 49% households

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in the SEC A+B category. All these parameters provide us with fantastic

market reach and potential,” Mr Sardana added.

“NTT DOCOMO warmly congratulates Tata Teleservices Limited on its

rollout of 3G services,” Mr Ryuji Yamada, President and CEO of NTT

DOCOMO, INC., said. “After nearly a decade of success in providing 3G

service in Japan, we are delighted to have lent our technical and business

knowhow to TTSL, our strategic global partner. Going forward, NTT

DOCOMO will continue to leverage its mobile expertise and value-added

services in markets worldwide through collaboration with partners such as

Tata Teleservices Limited.”

“While 3G as the next-generation of mobility brings with it better voice

clarity through HD Voice, fewer call-drops and high-speed Internet access,

the impact it is likely to have on consumers’ lives is much greater than any of

these improvements alone,” Mr Deepak Gulati, Executive President, Mobility

Business Division, Tata Teleservices Limited, said. “Our 3G services will

enable richer communication through video calls and SMSs, will add the

advantage of adding mobility to the power of the Internet, and will enable

millions to start accessing the true power of the Internet. Truly, it’s not a step

up in mobility services, but the gateway to an altogether new life—3G Life.”

3G Life enables richer communication with friends and family, makes the

device the gateway to a world of information and entertainment purely for

personal consumption, assists the user with a host of location-based services

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and helps consumers get more out of life through a host Of clever

applications. The mobile device, from merely connecting consumers to their

world, becomes the means to live a richer, more fulfilling life.

3G devices such as handsets, dongles and tablets, powered by Tata DOCOMO

applications and services, will take the Internet world to the far corners of the

country, bridging the Digital Divide and creating a strong multiplier effect for

economic progress.

Tata DOCOMO’s 3G offering starts off on a rich and heady note, with the

introductory service portfolio itself including applications like Video-SMS,

Video-Streaming, Mobile Television, Ultra-High-Speed Data Transfers,

Route-Finder, Live Aarti, and much more. Progressively, NTT DOCOMO

will bring to India the various 3G products and services that will give Tata

DOCOMO customers a flavor of tomorrow. NTT DOCOMO has played a

major role in the evolution of mobile telecommunications through its

development of cutting-edge technologies and services. Over the years,

technologists at NTT DOCOMO have defined industry benchmarks for 3G

and 4G technology, as also products and services such as i-mode and a

plethora of lifestyle-enhancing applications.

Today, while most global telecom players are only beginning to talk of 4G

technology and its possible applications, NTT DOCOMO has already

recorded a downlink transmission rate of 250 Mbps over a high-speed

wireless network in an outdoor test of an experimental system for Super 3G,

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also known as LTE, and is targeting to complete the commercial development

by the end of 2010.

TTSL and NTT DOCOMO are closely engaged in integrating technology,

value-added services, products and applications through the mechanism of

Business and Technology Cooperation Committee (BTCC). BTCC, which

meets regularly, comprises of senior management representatives from both

companies.

About Tata Teleservices Limited

Tata Teleservices Limited is one of India’s leading private telecom service

providers, having a pan-India presence across all of India’s 22 telecom

Circles. The company offers integrated telecom solutions to its customers

under the brands Tata Docomo, Tata DOCOMO, Tata Photon and Tata Walky

and uses both the CDMA and GSM technology platform(s) for its wireless

networks. Tata Teleservices Limited, along with Tata Teleservices

(Maharashtra) Limited, operates in more than 450,000 towns and villages

across the country, serving over 82 million subscribers. After its collaboration

with Japan’s NTT DOCOMO in November 2008, Tata Teleservices has so far

launched GSM services under the TATA DOCOMO brand name in all the 18

telecom Circles where it received spectrum from the Government of India.

The company recently launched a new brand on the GSM platform—T24—in

partnership with Indian retail giant Future Group. Tata Teleservices’ bouquet

40

of telephony services includes mobile services, wireless desktop phones, and

public booth telephony and wire line services.

For details, visit www.tatateleservices.com and www.tatadocomo.com

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Marketing Functions of TATA DOCOMO

Service point concept

When dealing with companies and clients, exceptional customer service

is what tends to solidify a sale, make a business deal or score a contract.

Without the good sense and know-how to produce the correct forms of

customer service, customers opting to use a company’s products may not want

to invest their time and money into a product where they don’t feel completely

appreciated and welcomed. The telecom service providers have always

followed a growth trajectory in the past decade through increase in customer

base as well as adding considerable numbers to their annual revenue. They

have kept the pace with the competitors and have played the game with

amazing success in the past. But in the recent times, they are facing

with an enormous challenge of adaptation to the matured, highly

penetrated markets coupled with global recessionary effect. Therefore, a

shift in paradigm to adapt their business models to the current situation

is highly required and the need of the hour is the customer experience

management to attain a higher retention ratio.

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Challenge in modern telecom industry - Customer retention

In the modern day telecom industry which has attained high penetration level,

acquiring a customer is getting even costlier. Industry analysis states that

only 25% of the acquired customers stay with the company after a year's

time and on an average only 20 -30% of the entire customer base is revenue

earning/profitable customers. This dugs a deep hole in the balance sheet of the

telecom service providers. Due to the churning effect of the customers, there

is a huge imbalance created in gross additions of the customers and net

addition.

TATA DOCOMO has come up with a unique business concept of Service

Points with the aim of increasing the Value Proposition offered by TATA

DOCOMO to the customers. TATA DOCOMO is the only service provider

which has come up with 30 service points which were operational form the

very first day of the launch. TATA DOCOMO Service Point is a simple outlet

wherein the customer’s problems can be resolved in the real time without the

need of getting in to the long queue of Call Centers. Each Service Point is

provided with every tool that a customer representative at Call center has

got. This approach ensures abundant touch points with the customers and

their queries.

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TATA DOCOMO Service point Model

The DO DO Model- Distributor Owned Distributor Operated Model

Distributor Owned Distributor Operated

Advantages:

Service quality assurance

Distributor is engaged and focused on Customer service

Better accessibility / reach for the Customer

Opportunity to Up sell

Exclusive look and feel

Areas of Concern:

Costlier Proposition ( rentals / manpower cost / running exp)

Roll out time to market is more

Service Point is a cost effective way of providing service to the

customers. Each of the Service point of TATA DOCOMO is provided with

some mandatory requirements like

One Customer Service Associate: Customer Service Associate

represents the company at the Service point and resolves all the

problems of the customers. The CSA is trained for using various

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software tools for serving the customers. All the interactions at the

Service Points are look after by the CSA with the support of the CSD

team.

One Backhand: It is ensured that each Service Point should have one

back hand who can take over the charge in absence of the CSA so that

the main purpose of customer service is carried out inhibited.

Computer System: One Computer system with broadband connection.

The system is loaded with the software’s provided by the company.

Branding: TATA DOCOMO takes the responsibility of branding of the

service point which includes Backdrop, Animation, and Sandwich

boards.

Key Resposibilies of the Service Points

The ultimate aim of the Service Points is to serve the customers locally. There

are various aspects of this service and this includes

CAF (Customer Application Form) resubmission.

Sim replacement.

VAS (Value Added Services) up sales.

QRC (Query, Request, Complaints) handing.

Post paid sales.

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GPRS related issues.

Daily MIS of the walk-ins.

Key Responsibilities of TATA DOCOMO towards Service Points

TATA DOCOMO ensures that no stone is left unturned in finding the ways of

excellent service. The CSD Team at TATA DOCOMO makes sure that all the

necessary support to all the existing Service Points is provided. The key

responsibilities of the Company towards the Service Points includes

Providing training at regular intervals to the CSAs.

Ensuring regular contact with the Distributors, CSM and the CSAs of

the Service points to prevent the system from stagnancy.

Regular feedbacks for the improvement of the services provided by the

Service Points.

Branding of the Service Points.

Regular promotional activities at the Service Points like GPRS Mela,

Children Day out Program.

Checks and Balances of the activities of the Services Points through

regular visits and test of the CSAs.

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Finalizing new Service Point locations.

Key Responsibilities of Service Point Operations

Service Point Operations has provided me exposure to a wide range of

activities which includes basic Operations Management as a broad umbrella

which again encompasses the activities related to Branding, Promotion,

Service Marketing, Training, and Event Management, Finalizing new

locations for the Service Point, Daily briefing of the Service Points, and

Resolving Customer issues through software support.

Finalizing new location: The present target of the company is to

establish 50 Service Points at various location of Gujarat. After getting

the inquiry from the distributor for setting up the service point the

company sends representative for explaining the business model and

revenue generation model to the distributor.

After that all the mandatory requirements of the company are

discussed with the distributor and an agreement is signed by the

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distributor. This is followed by the visit of the company representative to

the proposed location of the Service Point. The key things that had to be

kept in mind while inspecting the new location includes

Best visibility of the Service Point.

The proposed Service Point should be located where maximum

walk-ins could be possible.

The location should not be shared or used for activities related to

products other than TATA DOCOMO.

Branding: After finalizing the location of the new Service Point the

company sends the representative for the branding of the service

point. The branding includes backdrop, animation, and sandwich board

and TATA DOCOMO glow sign board. The entire service point has to

be designed in a way so as to have the maximum visibility of the brand.

Apart from the branding from the side of the company there are few

mandatory requirements that have to be fulfilled from the side of

the Service Point owner in terms of few adjustments in the service

points as needed.

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Promotion: The Company plans and executes frequent promotional

activities at all the Service points through different kinds of activities

which can provide an opportunity of exposure and point of contact with

the existing and potential customers. The most recent activity was that of

the Celebration of Children Day out Program at Ahmedabad and

Vadodara Service Points wherein the children of the customers were

invited for various activities at the service points. This event got a

tremendous response from the customers and had helped the Service

Points in terms of increased sales.

Service Marketing: Service marketing is a activity of serving the

customers with the issues they are facing and parallel marketing the

products of the company. This service marketing activity is also carried

out at the service points but it is not just a promotional activity of the

company but the main aim of the Company is resolution of the

customer’s issues in one shot.

GPRS Mela was the recent Service Marketing activity at Gandhinagar

Service point. The activity was organized to provide solution to all the

GPRS related issues in addition to the resolution of other issues and

promotion of sales of the Service Points. The event draws a huge

response in terms of the customer visit and the number of issues

resolved in a day. The GPRS Mela also proved great for the service

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point in terms of increased sales of new connections and GPRS related

pack.

Training: The Customer Service Associate at the service point had to be

trained for using various tools of the company for customer service. The

major tool includes software platform called TIPPS which gives all the

facility to the person sitting at the service point to resolve the issues like

Sim Replacement, Activation of CBT, Raising service request for the

problems like wrong deduction of balance, Call barring, GPRS related

issues etc.

Event Management: This category of responsibility includes activities

like Inauguration of the new Service Point, Celebration of different

days at the Service Points like Environment Day. The key

responsibility in such task includes making of Note for Approval

and Presentation for approval from the corporate and finance, planning

out the activities to be carried out then coordinating with the Channel

sales Manager, Owner of the Service point, execution of the plan and

finally submitting the report and photographs.

Setting up the System and Software installation: With the view of

providing great service experience to the customers the company

provides various software tools to the service Points. The package

includes TIPPS software, Team viewer, Skype. Before the

commencement of the activities of the service point these systems

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are required to be installed and checked. The installation activity may

be done directly from the service Point or from a remote distance by

using software support like team viewer which helps to take the control

of a remote PC from the desired end.

Daily Briefing: To ensure checks and balances on the processes of the

Service Points and to communicate the latest updates daily briefing

of the CSAs is required. The key elements of this activity includes

Motivating the CSAs for the VAS up sales.

Making it sure that the MIS is being send regularly

Taking feedback of the issues that are pending if any.

Communicating new activities to the CSAs that are required to be

executed.

Motivating them to read more about the products through CRM support.

Resolving Customer Issues: Apart from providing the training

support to the CSAs regular support from CSD is made available to the

Service Points. In case the CSAs at the Service Point is not able to

resolve the issue of the customer he contacts to the CSD and people

from here guides him for resolving the problem. The Company ensures

that the customer is satisfied at any cost. For providing this satisfaction

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the Company remains in touch with all the Service Points throughout

the day through the effective use of the technology.

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