TATA TELESERVICES

1. INTRODUCTION

• Tata Teleservice limited is an Indian broadband and telecommunications service

provider based in Mumbai, Maharashtra, India. it is a subsidiary of the Tata group, an
Indian conglomerate company.
• It operated fixed line services under the brand name Tata tele broadband in various
telecom circles of India. on august 2017, Tata teleservices sought to exit mobile network
division due to heavy losses and debt and sell its unit to Bihar Airtel in a debt free and
cash-free deal and described as virtually free and airtel will play a part of Tata
Teleservice unpaid spectrum payment liability.
• In November 2017, Tata teleservices customers transitioned to the airtel mobile network
under an intra circle roaming(icr) agreement. SIM cards and billing plans remained the
same. the customer mobile businesses of Tata docomo, Tata teleservices(ttsl) and Tata
teleservices Maharashtra(ttml) have been merged into Bharati Airtel from July 1 2019

HISTORY

• Tata TeleServices Maharashtra Limited (TTML) was incorporated in the year of

1995. TTML (Formerly Hughes Telecom (India) Ltd) is a ISO 9001:2000 company
engaged in telecommunication service and licensed to provide services in
Maharashtra (including Mumbai) and Goa. It offering the services consist of Basic
Services, Cellular Services and Internet Telephony with Web Conferencing Services,
it covers both wireless and wireline services.
• TTML emerged as the market leader in Fixed Wireless Phones (FWP) services in
Maharashtra circle. July-August'03 company launched CDMA mobile and fixed
wireless services in Rest of Maharashtra followed by Mumbai in very first its kind.
During the year 2004-05, the Company repositioned its new two sub-brands namely
The 'Walky' and 'Walky Prepaid'.
• The Walky covers fixed wireless services with enhanced features like high speed
Internet without modem, SMS, CLI facility and voice mail. The 'Walky' sub-brand
 has instantly become the most popular brand in its product segment and has helped
the Company to garner about 70% share of the growth in the fixed wireless segment.
• The Walky Prepaid deals with Prepaid tariff plans. In September 2004, the Company
embarked its another one entry into the Prepaid segment by launching Tata Indicom
True Paid which offered 100% talk time (without rental). TTML concentrates not
only in cities, also in rural areas, company introduced weekly prepaid and also
launched Indicom 10(numbering Fixed wireless service) in rural Maharashtra.
• In the year 2007 TTML in collaboration with Samsung, has introduced the first dual
SIM card wireless phone in India that will work with CDMA as well as the rival GSM
technology which priced at Rs 11,999. The customer can able to sample the
advantages of CDMA such as superior data services and eventually choose which
service of the unique advantages of GSM.
• As of 2007 Company offers services in 410 towns and also along the major national
highways linking various towns in Maharashtra and Goa and plans to double this with
help of the expansion of its coverage in the Maharashtra-Goa-Mumbai telecom circle
by spend amount between Rs 500 crore and Rs 600 crore and also decided to invest
some Rs 300 crore to roll out its services in Assam and the North-East by April-May
2008 and it has already kicked off the groundwork in terms of tower site selection and
initiated talks with operators such Bharti Airtel, BSNL and Reliance Communications
for infrastructure sharing in these two circles and company received the letter of intent
from the Centre to start operations.
• Customers of TTML have the facility of Pan-India Mobility, this is because of the
major share holder Tata Teleservices Limited (TTSL) which have license to offer the
same service in 12 more telecom circles. As on March 2008 Tata Teleservices
Maharashtra has crossed the 5 million subscribers which is milestone for the
company.

TYPE PUBLIC
ISIN INE517B01013
INDUSTRY TELECOMMUNICATION
FOUNDED 1996
FOUNDER RATAN TATA
 HEADQUARTERS MUMBAI, MAHARASTRA,INDIA
AREA SERVED INDIA
KEY PEOPLE RATAN TATA(CHAIRMAM)
SRINATH NARASHIMHAN(MD&CEO)
PARENT TATA GROUP
LANDLINE
DIVISION BROADBAND
TELEVISION
SUBSIDARIES VIOM NETWORKS

VISION

To be globally significant by 2025 which will offer unparalled value to create customer
delight and enhance business productivity.

MISSION

To be the most reliable global network for customers and suppliers, that delivers value
through products and services. To be a responsible value creator for all their stakeholders.

CORE VALUES

Tata has always been values-driven. These values continue to direct the growth and business
of Tata companies. The five core value underpinning the way they do business are:

• PIONEERING: They will be bold and agile, courageously taking on challenges,

using deep customer insight to develop innovative solution
• INTEGRITY: They will be fair, honest, transparent and ethical in their conduct;
everything they do must stand the test of public scrutiny.
• EXCELLENCE: They will be passionate about achieving the highest standards of
quality
• UNITY: They will invest in their people and partners, enable continuous learning,
and build caring and collaborative relationship based on trust and mutual respect.
• RESPONSIBILITY: They will integrate social and environmental principles in their
businesses, ensuring that what comes from the people goes back to people many times
over.
CURRENT STATUS

• Tata sons writes off entire Rs. 28,951 Crore Investment in Tata Teleservices
• Tata Teleservices extends its suite of “work from home” to enterprises; offers cloud
file storage services
• Loss making Tata Teleservices plans to sell its residual business to clear debt during
the 2020-2021 financial year to help clear of its loans.

ORGANIZATIONAL CHART

TATA TELESERVICES PRODUCTS

TATA DOCOMO

• Industry changing Pay Per Second Plan

• Pay Per second even on roaming- Tata Docomo becomes the first operator to offer”
Pay Per Second” and extends it to roaming services as well
• Tata Docomo introduces the unique offering of the billing ISD calls at a” Pay Per
Second Plan”
• Tata Docomo introduces ”Diet SMS” where the user pays per character

TATA PHOTON+

• Internet at an unimagianble speed

• Launched Photon TV in December 2009 which enables streaming of live feed from
popular television channels in English, Hindhi and other Indian regional languages
• Subscriber friendly packages upto 40 TV channels on the go at dirt cheap prices
• With Photon+, you can access the internet at amazing speeds of upto 31 MBps, 20
times faster than current wireless technology
• Phonton+ routers for multi-use, enterprise customers

TATA INDICOM

• 2009 sees Tata Indicom introducing the “Pay Per Call” plan
• Tata Indicom the first operator to offer local call rates on roaming!
• Talk World: Call the US & Canada @ Rs.2!
• Tata Zone, Interactive VAS portal, Stock Market Quotes, Commodity prices News,
Welcome Tunes (CRBT) wallpapers, songs, ringtones, competitors, games
TATA WALKY

CORPORATE PHYLOSPHY

With the aim of creating a new world of communications culture, we tata teleservices will
devote skills, know-how and energy towards the establishment of more” personal
communication” with our customer that contribute to their heartfelt satisfaction
STRENGTH AND WEAKNESS OF TATA TELESERVICE

2. IDENTIFICATION OF INDUTRYAND COMPETITORS

IDENTIFICATION OF INDUSTRY

CUSTOMER SATISFACTION

• Communications those are already reday when they are needed

• Capability to connect whenever,whereverand whoever the customer desires
• Happiness that come from heart-to-heart communication
• Bringing customer another step closer to realize their dreams
• Responding to every customer consideration,curtesy and throughness
• Providing products that give customers easy and convineance access to cutting-edge
functionality

EMPLOYEES SATISFACTION

• Making the most of the talents of each individual in our company

• Respect to individuality and sense of values that are unique to each person
• Enable internal corporate communicatin to flow free from vertical and horizontal
organizational barriers
• Make the more of ideas of each individual
• Foster a corporate culture that welcomes that is not restricted by conventional
thinking and systems
 • Create a creative office environment that supports the fulfillment of the individual
• Build a company that overflows with a challenging spirits
• Evaluate person based on their merits

EVALUATION THE FEATURES OF TATA TELESERVICES

CAREER DEVELOPMENT PATH IN TTSL

BUSINESS UNITS/FUNCTIONS AT TTSL

IDENTIFICATION OF COMPETITORS

MARKET STRUCTURE

MARKET LEADER Reliance

MARKET CHALLENGER Airtel, BSNK, Vodafone
MARKET FOLLOWER TATA, Idea

CORE COMPETITORS

COMPETITOR ANALYSIS
3. ANALYSIS OF MACRO ENVIRONMENT

SITUATION ANALYSIS TEST FOR TTSL STRATEGIC

IMPLICATION
Not favourable in Due to unerthened of
therms of spectrum the 4G scam there
allocation and an would be tighter
uncertainity still audit and control. As
prevails if TTSL’s Need to face a policy of the
request for obtaining hardship for TATA group no
POLITICAL additional spectrum obtaining timely form of corruption is
for 39 districts in spectrum appreciated or
Delhi will be adopted. Other
approved or not competitors might
indulge in lobbying
activities and get
undue advantages.
Teledensity has Further penetration is
improved from under possible in rural
4% in March-01 to areas. While intense
around 53% by the cmpetition is making
March-10. The the margin wafer
ECONOMIC mobile subscriber Secular increasing thin, company will
base has grown from macro trend have to offer more
under 2Mn to touch value to customers
58Mn at the end of and increase the
March-10 subscribers base by
aggressive marketing
and technological
advancements
Young populayion is Plans and tariffs will
increasing, so does hav eot offered
the adoption of new keeping in mind the
mobile technology in current demnads of
 daily routine. Urban Inline with the the youth; tere is still
SOCIAL migration is renewed social needs a scope to tap rural
favourable to markets through
increase activation of extended network
value added services infrastructure
initiatives viz..,
mobie banking and
mobile framing tips.
Dependences on Tie-up with NTT
tecnnology has Docomo have to be
increased may folds leveraged further to
during recent times icrease customer
in an urge to provide activation,
innovative services Advantageous engagement and be
TECHNOLOGICAL backed by superior position the most sought after
servie quality and at mobile services
a reduced among youth and
operational cost for corporate markets by
companies brinnging affordable
4G mobile phones,
VAS
People have growing The company should
concerns about the research about the
kind of damage the matter clearly;
cellular waves do to provide scientific
the brain and the Has to overcome by findings as they are
other parts of the spreading awareness because people
ENVIRONMENTAL body about best usage understand that
practices of everyting comes with
cellphones price. And be the
first to acknowledge
the concerns of
people to garner
 customer trust,
loyalty and a larger
market shares
Recently, due to Other companies that
allegtions and followed unfair
speculations means to win the
surrounding the 4G spectrum allocation
spectrum sale many are in troubled
service providers are warters, whereas
LEGAL in legal doldrums Tata code of conduct TATA teleservices
and have ot face keeps it abreast in has benefited from
wrath of CBI and following legal its fair policies. It
judiciary. This has norms shouldpat its back for
jeoparadised some this and march on
joint ventures in the with progress it has
telecom sectors like seen with full vigour
Unitech’s and
Telnor’s ‘UNINOR’

OPORTUNITIES AND THREAT OF TTSL

4. MARKET MIX AND STRATEGIES

MARKET MIX OF TTSL

Marketing strategy helps companies achieve business goals and objectives and marketing mix
(7Ps) is the widely used framework to define the strategies.

• PRODUCT

The product strategy and mix in Tata teleservices marketing strategy can be explaines as
follows:

That teleservices is one of the leading telecom comoanies in India. Tata teleservices offers
wireless and fixed line telecom services, data centers and other communication systems under
its marketing mix. With social media and cloud computing, analytics and growth of devices
which are connected a shift in engagement technology has Tata teleservices to be an
innnovator in technological services and providing of information technology services
helping client experience its robust technologies to meet the communication needs of
emergent global enterprise which future proof. Tata teleservices is one of the leading mobile
service provider.

• PRICE

Tata teleservices has got a wide offering and hence a diverse price range of its services. As it
is mostly B to C business that Tata teleservices engages in, it is paramount that they provide
industry lowest prices in its marketing mix while notcompensating on the high quality as well
as wide coverage and efficient processes that they have always stood for. With more than 400
points of purchases in more than 200 countries several different strategies are considered,
optimized and finally utilized to see which one is most suitable for the type, scale and
category of businesses.

• PLACE AND DISTRIBUTION

Tata Teleservices, through its services, its present all across the world. In order to manage the
environment which involves interoperability of OEM equipments and the heterogeneity
associated with them, Tata Communications has over 1000 sites with different telephone
systems configurations to maintain different contracts. Because of a distributed workforce
amongst clients, Tata Communications seamlessly connects users keeping in mind voice.

Being a global company, Tata Teleservices has its roots in the emerging markets and has
headquarters in Singapore and is a 3.8 billion dollar company listed on the BSE and NSE of
India. Tata Teleservices is also the most important and biggest arm of the 100+ billion dollar

• PROMOTION

Tata Teleservices has focused on promotion, even though it is a B2C services company.
Generating majority of its revenue outside India, Tata Teleservices being a technologies
services provider banks heavily on online media marketing and the usage of social media for
promotional activities. It also invests in Liaoning with B to C clients for the major chunk of
this business. Ad Cognito and embedded advertisements as well as product placement as well
as ATL and BTL promotional means are adopted for marketing and advertising needs. It
leverages the fact that it is the only tier one provider in the 5 continents in terms of internet
routes and close to one fourth of the internet routes in the world are on Tata’s networks

• PEOPLE

Tata Teleservices is a people centric company. In more than 35+ countries with an employee
strength of more than 8500 employees, Tata Teleservices relies heavily on the right people
for servicing the wide array of needs of its clients. It invests heavily in training and
development and recruits form the best institutes to make teams which delivers high quality
output and attain the profit targets set for each fiscal year.

• PROCESS

Tata Teleservices has many frameworks and business processes which help the company
deliver its services to clients. A unified communications service stack includes end points,
which includes voice, video and smart devices; applications, including those of collaborative,
productive, media oriented and those required for integration with business applications. At
the heart of its process lies their intent to service and fulfill expectations related to installation
and fulfillment, configurations and testing, tools for monitoring networks, campus servers
and their utilization as well as testing. Tata Teleservices provides such services as IP
Networks solutions, IP telephony servers, Integrations service for PBX and manages services
for IP backbone. Its service delivery processes include an important element – Cloud to
deploy integrations services.
 • PHYSICAL EVIDANCE

Tata Teleservices has a service portfolio which includes global MPLS virtual private
networks, reliable high speed connections and Tele presence services, content delivery
networks, DDoS mitigation and detection service. A wide range of network services, good
reach and technology partners, Tata Teleservices is at the forefront of all information
technology and data needs of companies. It has mapped very well the scalability, flex and
intelligence needs of companies of futures. For developing and developed economies in close
to 38 countries have felt the technological presence of Tata Teleservices as a digital enabler.
Hence, this concludes the Tata Teleservice marketing mix.

5. SEGEMENTATION,TARGETING AND POSITIONING

BASIC SEGMENTATION OF TTSL

On a large scale TTLS chose majorly 3 bases demographic, psychographic and behavioral to
segment their market. Demographic includes segmenting on the basis of income, age and
nature of customer. Psychographic was according to the lifestyle and personality. And
Behavioral segment divides in to 3 types Local, STD and ISD calls etc. also regarding usage
patterns.

Demographic: Dividing the users as Consumers and business. TTSL uses the age and
income aspect in the demographic category for segmentation. The business users were
offered end-end connectivity solutions and machine-machine solutions. The consumers on
the other hand are again segmented as follows

Geographic: The company starts catering the needs of people in their respective region by
providing different plans, tariffs and offers to different customers belonging to different
states.

Behavioral: The users are further segmented as per their payment preferences i.e. Postpaid
users or prepaid users. Separate plans or customized plans are then formed for each user
depending upon their needs like low tariffs charged during night etc.
TARGET AUDIENCE

TATA Teleservices has two major customer segments(demographically) in the mobile

telephone service:

• Students and young profesionals who use the prepaid services(use convinent
recharge/load)
• Premium and upper middle class customers, who value time and have the paying
capacity. They are mostly post-paid users(billed on a monthly basis) TATA teleservice
has services in almost all the teleservices in India. The con
• centration is mostly in urban and sub-urban areas where mobile users are more

AVAILABILITY OF TATA TELESERVICES(In INDIA)

• TATA mobile services are available in the following telecom services

POSITIONING

The product is sought to be positioned as a business effciency tool, a lifestyle revolution and
a status symbol. The emphasis is to remove misconception that the TTSL is an expensive
means of commnuication and drive home the point that the teleservice/ communication is a
day-to-day utility

POSITIONING STRATEGY OF TTSL

• Specify market boundaries

Telecommunication companies must build a position map and specify the boundaries
of the market in which they operate to protect their revenue market share. This step
helps players in the telecom space to evaluate where they stand in the market
compared to their competitors.

• Convert customer experience into value

After identifying benefits and plans that appeal the most to customers, operators in the
telecom industry can further decide on how to improve them and create differentiators.
Customer mapping is a great source to gain information on which products will reap
the most value and for which services are customers willing to pay.

• Product mapping across customer segments

The primary revenue streams for telecommunication companies are shifting from
voice and value-added services (VAS) to data services. To secure the target market, it
is imperative for telecom providers to address the quick changes in the customer
demand.

• Identify untapped segments

Identifying and working on the segments that have potential but have not yet been
explored by competitors will give telecom companies the early bird advantage. An
 excellent competitive positioning strategy would help providers to identify those
unexplored segments that have high revenue and growth prospects.

6. SERVICE BLUEPRINT

WHAT IS SERVICE BLUEPRINT ?

Service blueprints visualize user touchpoints as they relate to the organization. They focus on
the service provider (e.g. salesperson, customer service representative, digital system,
process), documenting areas of customer interactions rather than details.

KEY ELEMENTS OF A SERVICE BLUEPRINT

• Customer actions
• Frontstage actions
• Backstage actions
• Processes

SECONDARY ELEMENTS TO INCLUDE IN A SERVICE BLUEPRINT

• Arrows
• Regulations or Policy
• Emotion
• Metrics

SERVICE BLUEPRINT OF TTSL

7. CONCLUSION

• There are many teleservice company operating their activities in world, Tata
teleservices is one of them. The number of teleservice company is increasing day by
day because the demand of the customer for the service is high. As a result there is
high competitive situation in the tele service sector and the people have many option,
in case of taking services.
• It is obvious that right channel of telecom sector established a successful network
over the country and increase resources; will be able to play a considerable role in the
portfolio of development in developing country like ours.

FUTURE OF THE COMPANY

• The Tata group has decided to focus more on technology going forward with heavy
reliance on the two-pronged digital thrust of transforming existing business for an AI
and data-led future and creating the ‘Tata Digital’ platform to incubate and scale new
digital platforms.
• Natarajan Chandrasekaran, chairman of Tata Sons has said that the group is on-course
and executing ‘One Tata’ strategy around the pillars of simplification, synergy and
scale (3S).
• The future of the digital world lies in how people and ‘things’ will interact with each
other. The convergence and consolidation of various digital platforms is set to create
an industry-wide ecosystem that will connect industries, markets and businesses
across the globe, creating new patterns of consumption, new ways of learning, altered
workspaces and enhanced lifestyle. Here's how Tata companies are leading from the
front.
• Tata Communications, leading digital infrastructure provider, recognises the
importance of connectivity and has built the world's largest IoT network based on
LoRaWAN™ technology, spanning nearly 2,000 communities and touching over 400
million people. To date, the company has deployed the LoRaWAN™ network in 38
cities in India and intends to cover most of the country by 2021.
• “Our LoRaWAN™ network was recently used for the deployment of 300 smart street
lights in Jamshedpur. This project sought to optimise electricity consumption by
implementing street lights across India with smart features such as switching the
 lights on and off or dimming them remotely from a central command centre on a need
basis,” says Sumeet Walia, executive vice president, Tata Teleservices.
• “LoraWAN is also being used to deploy other Smart City applications across
Jamshedpur,” said Mr Jayanta Banerjee, chief information officer, Tata Steel. “A
POC has been developed to monitor the fill-up of garbage bins placed across the city
thereby enabling efficient planning of garbage retrieval. A smart parking POC has
also been developed and are being scaled up.”

SWOT ANALYSIS

• First to introduce secs tariff and half paise

per sec plan
• Good advertising ”Keep it simply silly”
campaign
• High brand visibility because of TATA
umbrella
• Flexible plans attract customers with
leading across different segments
STRENGTH • An array of VAS to satisfy market
demands
• Strong positioning-affordable pay only as
per use plans
• Market tie ups with leading telecom
equipment brands
• Youth appeal
• Weak customer service leads to customer
erosion
• Service center issues also prominent
• Untapped rural market
WEAKNESS • Price higher than BSNL and MNTL
• Signal strength in few areas is major
concern
• Post paid connections are unavailable as
of now
 • Fast expanding cellular market
• Latest and low cost technology
• Untapped rural market
• Upcoming VAS as per changing market
OPPORTUNITIES needs
• Tap increasing 4G users
• Introduce new plan for growing internet
user base

• Competitors low pricing offering

• saturation point in-basic telephony
THREATS service
• mobile number portability

RECOMENTATIONS

• The availability of recharge vouchers should be available when required by the

customers. As this gives good impression about the company
• The network coverage is another asset for the company’s image, which needs to be
preserved in future
• The overall image of the customer care services was found to be good but with some
loopholes related to delays in problem solving
• The company should be more prominent in handling the queries and problems of the
customer, which is very essential for the prepaid card so as to retain the customers with
the company in future
• The customer care executive should be more efficient in handling the customer and also
more friendly and polite their conversation, while dealing with the customers
• Sales service is required to be maintained properly, which is not up to the mark
• Call rates is affordable so it should be nominated at this level
• Many people are using mobile but majority of them are not aware of the technology they
are using, Many times it happens that a person doesn’t know which technology satisfied
his/her needs. Hence awareness should be created among them regarding advantages and
differences in the technology
• Supplement facilities like call wait, call hold, call forward, call divert, call conference
should be made more effective to attract customers.

REFERENCES

www.tatateleservice.com

www.wikipedia.com

www.slideshare.com

www.netcials.com

www.blogspot.com

www.researchgate.com

Tata teleservices Annual Report 2019-20.