Tata docomo

1 History TATA DoCoMo, usually referred to as DoCoMo (not to be confused with NTT Docomo), is an Indian cellular service provider on the GSM and CDMA platform-arising out of the Tata Group's strategic joint venture with Japanese telecom giant NTT Docomo in November 2008. Tata Teleservices is the country's sixth largest operator in terms of subscribers (including both CDMA and GSM). Tata Teleservices Limited (TTSL) received a license to operate GSM telecom services in 19 telecom Circles and has been allotted spectrum in 18 of these circles, under the brand "TATA DoCoMo". Tata Docomo launched GSM services on 24 June 2009. It first launched in South India and currently operates GSM services in 18 of 22 telecom circles. It has licence to operate in Delhi but has not been allocated spectrum from the Government.[1] Docomo provides CDMA services throughout India. Tata DOCOMO offers both prepaid and postpaid cellular phone services. It has become very popular with its one second pulse especially in semi-urban and rural areas. On 5 November 2010, Tata DOCOMO became the first private sector telecom company to launch 3G services in India . Tata DOCOMO had about 42.34 million users at the end of December 2010.[2] On 20 October 2011, Tata Teleservices brought its brands - Indicom, Photon, Walky under the Tata Docomo name. All subscribers to these services were migrated to the Docomo brand on 20 October 2011.[3]

Marketing [edit] Network Coverage

Tata Docomo mobile service is available in the following circles:

Madhya Pradesh (3G) Maharashtra & Goa (3G) Mumbai Andhra Pradesh (3G) Bihar & Jharkhand Gujarat (3G) Haryana (3G) Himachal Pradesh Karnataka (3G) Kerala (3G) Kolkata (3G) Orissa

Punjab (3G) Rajasthan (3G) Tamil Nadu Uttar Pradesh (East) Uttar Pradesh (West) (3G) West Bengal

Tata Docomo does not offer services in Assam, Delhi and the North-Eastern states.

[edit] 3G
On 19 May 2010, the 3G spectrum auction in India ended. Tata Docomo paid 5864.29 crores for spectrum in 10 circles. The circles it will provide 3G in are Madhya Pradesh, Gujarat, Haryana, Karnataka, Kerala, Maharashtra & Goa, Punjab, Rajasthan and Uttar Pradesh (West).[6] On 5 November 2010, Tata DOCOMO became the first private sector telecom company (third overall) to launch 3G services in India, with a 20 city launch. The company will be investing USD 500 million in network roll out nationally. Tata Docomo's HSPA+ 3G network, set up with the assistance of NTT Docomo, supports high-speed internet access with speeds of up to 21.1 Mbps. The network also supports high definition voice for superior quality voice calls.[7] On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G services to jointly roll out 3G networks in the circles where they both have spectrum. In the spectrum auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles (service areas), while Tata was awarded 3G licenses in nine circles. This deal would give both companies 3G coverage in 19 telecom circles of India. They will not have coverage on 3 circles - Delhi, Himachal Pradesh and Mumbai. The companies have three circles in common - Karnataka, Kerala and Punjab.[8] On December 14, 2011, Docomo ended its agreement with Aircel. Both operators ended the deal after the Department of Telecom said that such 3G arrangements were illegal, as the pacts violate licence terms and conditions.[9] Docomo had about 1.5 million 3G subscribers as of May 2011.[10]

Recent Campaigns
Keep it Simple,Silly Tata Docomo refreshed its campaign starting April 8, 2011.The Keep It Simple, Silly ad features their new brand ambassador and bollywood star Ranbir Kapoor. The new ad

campaign is claimed to be exciting and innovative and is being featured during the IPL 4 Season. It features Ranbir performing stand-up-comedy as a series of several 30 second episodes.Following its "Do the New" slogan Tata Docomo became the first to introduce Roam Free Packs to Postpaid customers offering free incoming roming service while in TATA Network.

[edit] Competitors
Tata Docomo competes with several other mobile operators throughout India. They are Aircel, Airtel, Cheers Mobile, BSNL, Idea, Loop Mobile, MTNL, MTS, Ping Mobile, Reliance Communications, S Tel, Uninor, Videocon and Vodafone. Tata Docomo's parent company also operates Virgin Mobile (GSM & CDMA).

4 Financial polices
Retail
The company's retail business has around 3,000 outlets nationally, comprising 600 TTSL owned stores and around 2,500 stores in the Franchisee format. Tata Indicom(Now Tata DoCoMo CDMA) already covers the top 700 towns in India in terms of population through Tata DoCoMo CDMA Exclusive Stores. Tata Docomo also maintains an online portal for its customers i-choose where the customers can buy Tata DoCoMo CDMA post-paid connections and prepaid recharge vouchers with an upfront commitment of activation and delivery of the handset within 72 hours. TATA DOCOMO, the GSM brand of Tata Teleservices Limited, Indias fastest-growing pan-India dual-technology telecom service provider, today announced its partnership with Gemalto, the world leader in digital security. Gemalto, with its MNO PortalManagement Solution, has enabled a simple way to deliver services that will simplify usage and enable TATA DOCOMO to provide a unique service interface and user experience. Gemaltos offering will help further liberate customers from remembering complicated codes and configuring services each time a user changes his mobile handset.