TATA DOCOMO

Submitted By:-
Saswatee Das
Introduction

• Tata Docomo was an Indian mobile network operator, a wholly owned

subsidiary of Tata Teleservices in partnership with NTT Docomo of Japan
• In November 2008, NTT Docomo invested ₹12,740 crore in Tata
Teleservices and bought 26.5% stake in the Tata Teleservices
• On 5 November 2010, Tata Docomo became the first private sector
telecom company to launch 3G services in India
• Tata Docomo had about 49 million users at the end of March 2017
STRENGTHS 

Flexible plans provided Good advertising of the

Strong backing of Tata
by Tata Docomo for all brand using hoardings,
group
of its customers prints at retail outlets

The company had a

 Tata Docomo has
good website and
received several
provides options like
business awards for its
recharge, bill payment
telecom services
etc
 • The most common complaint of Tata
Docomo users has been the weak signal

WEAKNE
strength they have been getting in some
of the regions it has been launched in
• Price competition from other big players
SS means limited market share for
Tata Docomo
• The brand had its own issues with Tata
and Docomo partnership with it 
affected business
 They ensured that brand engaged the Indian youth through
their most preferred channel of interaction i.e. internet

In mass media they established the sight and association

sound of the brand with playful animation films
MARKETI
NG The signature tune was created to ensure that the brand was
easily recognized and help with the articulation of the brand
STRATEGI name

ES Tata Docomo offered per second billing for roaming across

India, by doing this they extended their "Pay- for-what-you-
use" to roaming as well
Tata Docomo launched “Post pay @ your doorstep" initiative 
 Reasons for Downfall
In Telecom space in India, there were a large number of big companies like Reliance, Idea,
Airtel, BSNL, Vodafone, etc which were giving cutting edge competition to Tata Docomo

They had incurred a total loss of $1.3 billion due to their low cost

Tata Docomo had very weak signal strength. So even after the low price packs they could
not retain their customers

Initially the marketing strategy was very good but they did not evolve their strategies with
changing times
DECLINE
• On 25 April 2014, NTT Docomo had announced that they would sell all of their shares in
Tata Docomo and exit the Indian telecom industry as they had incurred a total loss of $1.3
billion.
• Under the joint venture agreement between the two groups, NTT Docomo would either
increase its stake from 26.5% to 51%, or sell all of its shares, depending on the
performance of Tata Docomo in the Indian market.
• Since Tata was unable to find a buyer for the shares, they sought the approval of the RBI,
in November 2014, to buy back the shares from NTT Docomo for $1.1 billion (at ₹58.045
per share) , half the price paid by them in 2009.
• On 28 February 2017, Tata and NTT Docomo resolved their dispute, after the former
announced that it would pay the latter US$1.18 billion in exchange for NTT Docomo's
shares in the joint venture. On 31 October, $1.27 billion was paid to NTT Docomo by Tata
Sons, thus ending the dispute.