COMPANY PROFILE

TATADOCOMO 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 TATADOCOMO

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 TATADOCOMO brand marks a significant milestone 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 with a50 percent 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 technologies, as also products and services like the i-mode

TM, 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!

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 TATADOCOMO brand.

TATADOCOMO has also set up a 'Business and Technology Cooperation

Committee, comprising of senior personnel from both companies. The

committee is responsible for identification of the key areas where the two

companies will work together. DOCOMO, the world’s leading mobile operator

will work closely with Tata Teleservices Limited management and provide know-

how on helping the company develop its GSM business.

Despite being a late entrant, TataIndicom, 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.

HISTORY

Tata Teleservices Limited now also has a presence in the GSM space, through its

joint venture with NTT DOCOMO of Japan, and offers differentiated products and

services under the TATADOCOMO brand name. TATADOCOMOarises out of the

Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in

November 2008. TATADOCOMO has received a pan-India license to operate GSM

telecom services and has also been allotted spectrum in 18 telecom Circles. The

company has rolled out GSM services in 14 of India’s 22 telecom Circles in a

quick span of under six months. The company plans to launch pan-India

operations by the end of FY 2009-10.TATADOCOMO marks a significant

milestone in the Indian telecom landscape, and has already redefined the very

face of telecoms in India, being the first to pioneer the per- second tariff option-

part of its ‘Pay for What You Use’ pricing paradigm. 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% of the country’s mobile

phone users.

Corporate Philosophy

With the aim of creating a new world of communications culture, we NTT

DOCOMO will devote all the skills, know-how and energy towards the

establishment of more "personal communication" with our customers that

contribute to their heartfelt satisfaction.

A New World of Communications Culture

More personal communication

Reliable access

Real time access

E-communicationOne-to-one “personal

This gives birth to a new world of communications culture

Freedom to enjoy communications anytime, anywhere with anyone

Opening of endless lifestyle horizons

To achieve this

In order to create a world of more innovative and enriched communications,

we will improve service quality, aggressively move forward with the

development of various services. We will also research and develop a more

advanced user-friendly communications interface, and at the same time we will

provide these services and technologies to an ever expanding area.

Customer Satisfaction:

Communications those are always ready when needed.

Capability to contact whomever, from wherever and whenever the

customer desires.

Happiness that comes from heart-to-heart communications.

Bringing customers another step closer to realizing their dreams.

Responding to every customer with consideration, courtesy and

thoroughness.

Providing products that give customers easy and convenient access to

cutting-edge functionality.

To achieve this

First and foremost, we will fulfill expectations of customers by fulfilling our

response to their needs through improved service quality, building original

networks, enriching functionality and expanding the service area. In

addition, by providing an expanding and ever-improving selection of services

at inexpensive rates, we will deliver satisfaction to a growing diversity of

customers.

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

Respect for the individuality and sense of values that are unique to each

person.

Enable internal corporate communication to flow free from vertical and

horizontal organizational barriers.

Make the most of the ideas of each individual.

Foster a corporate culture that is not restricted by conventional thinking and

systems.

Create a creative office environment that supports the fulfillment of the

individual.

Fostering an "open" corporate culture that welcomes the ideas and views of

the individual.

Evaluate personnel based on their merits.

Build a company that overflows with a challenging spirit.

To achieve this

By improving our system and programs for the enhancement of human

resources and unifying our human resource development, we will empower each

individual to exert their skills to the utmost of their capabilities and discover new

potential. At the same time, we will strive to create a workplace that motivates

individuals through measures such as improvement of the working environment

and labor conditions and enhancement of health and welfare benefits.

VISION

We will leverage our strength in executing complex global scale projects to make

leading edge information and communication services affordable by all individual

consumers and business in India. We will offer unparalleled value to create

customer delight and enhance business productivity. We will also generate value

for our capabilities beyond Indian borders while enabling millions of India’s

knowledge workers to deliver their services globally.

STATISTICS

Third largest telecom network in the world.

Error! Hyperlink reference not valid.Largest operator in INDIA is BSNL.

INDIA’S mobile market is the fastest growing market in the world.

World’s leading Japan based Telecom Company.

Over the years technologies of DOCOMO has defined industry bench

marks like 3G technology.

It is the global leader in value added services.

TATA telecom Incorporated in 1996.

Tata Teleservices is the pioneer of the CDMA 1x technology platform in

India. Deep involvement in the launch of 3G has inspired us to create an

infrastructure that will allow people and all kinds of objects to

communicate a wealth of information. Extended systems will link the

home, the office and any number of other locations to bring greater

convenience to all aspects of everyday life. For the future, it is our aim

to incorporate information gathered by all five senses to achieve an

array of services far beyond anything envisaged to date.

NTT DOCOMO is already making rapid progress in such areas through a

wide range of innovative research, building expertise and techniques as

we move forward towards exciting new business opportunities.

Innovating dreams

Our goal is to create a broad array of exciting new services. Services

that will bring undreamed-of convenience to people everywhere.

In addition to Audio Barcodes and 3D Display System introduced in this

website, cutting edge technologies beyond the imagination are already

under development. These include a system that makes distant objects

feel like an extension of the human body for ultra realistic experiences,

and advanced chips that will allow items such as household appliances

to communicate. What's more, we are actively realizing 4G technology

such as MIMO (Multiple-Input-Multiple-Output) multiplexing

technology and a wireless access communications system, as well as

contributing to the establishment of specifications for global

standardization.

Researchers at NTT DOCOMO have a clear vision of the future. A future

that will unite all of the above advances and many more, to create a

world where people can communicate at a higher level, regardless of

time and space

Telecom industry in India is dominated by major companies like Airtel,

Vodafone in GSM services.

Competition is very intense due to low differentiation.

India ended March this year with 391.76 million mobile lines and

teledensity is around 36.98.

Airtel enjoys 33.9%, Idea 11.6% Vodafone 19.6 and Tata CDMA has 7.2% of

market share respectively.

PRICE

It having attractive tariff plan:TATADOCOMO having 1paisa /sec it is

applicable for both prepaid and postpaid.

Disruptive Innovation in the Indian Telecom Industry by TataDocomo

Wikipedia defines disruptive innovation as an innovation that improves a

product or service in ways that the market does not expect, typically by being

lower priced or designed for a different set of consumers.

Indian Telecom space was “Disrupted” by TataDocomo when they came out with

a ‘1 paisa per second’ tariff.

We have earlier seen how Reliance India Mobile changed the mobile industry by

coming up with the lowest tariff in the beginning of this decade. The call charges

were around Rs 2-3 per minute and because of Reliance this was brought down

to around Re 1 per minute.

TataDocomo was the next one to employ disruptive innovation in the Indian

mobile industry. Currently the game is not played on the price front but Value

added services front, which is evident from the advertisements of Airtel

(Madhavan and VidyaBalan) and Vodafone (Zoozoos) in the past.

If Aircel is redefining how telecom operators approach value added services and

GPRS in India, TataDocomo is doing its bit to change billing practices.

The joint venture between Tata Teleservices and Japanese telecom major NTT

Docomo officially began rollouts with a plan to invest $2 billion for its pan-India

GSM services.

Customer Satisfaction

The 21 century belongs to the service sector. The customer of yesteryear was a

silent person who uncomplainingly purchased the goods from the market place.

There is a new customer emerging today. Customer satisfaction can be defined

as, customer satisfaction is the feeling derived by the consumer when he

compares the actual performance of the product’s with the performance that he

expects of it.

The measurement of the customer satisfaction typically begging when a

company realizes that their customer s is the people, who provide the revenues

that, hopeful, will cover expenses. Most companies start by establishing a

customer satisfaction baseline. Then they target year by year improvement.

Understanding customer requirement and delivering superior quality goods and

services to achieve composer satisfaction lead to the retention and growth of

the customer.

General Idea about the satisfied customer:

Satisfaction is a persona’s feeling of the pleasure or disappointment. It is

resulting from comparing a product’s perceived performance with his or her

expectations from it. Satisfaction is more of an emotional concept. Today

organization are aiming at high satisfaction rather than at customer delight

because customers who are

just satisfied still find it easy to switch over when a batter offers comes along.

Those who are highly satisfied are much less ready to switch over. High

satisfaction or delight creates an emotional bound with the brand and customer

starts looking at an offering emotionally and just rationally.

The aim of marketing is to meet and satisfy target customers needs and wants

but knowing customer is never simple. Customer may state their needs and

wants but act otherwise. They may not be in touch with their deeper

motivations. They may respond to influential to change their mind at the last

minute. Some of today’s most successful companies are raising expectation and

delivering performances to match. These companies are aiming at TCS- Total

customer Satisfaction.

Increasing competition (whether for-profit or nonprofit) is forcing businesses to

pay much more attention to satisfying customers. In a competitive marketplace

where businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business strategy.

Customer Loyalty:

These four factors will greatly affect your ability to build a loyal customer

base:

Products that are highly differentiated from those of the competition.

Higher end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal workforce not at

all a given these days. It is especially important to retain those employees who

interact with customers such as sales people, technical support, and customer-

service people. Many companies give a lot of attention to retaining sales people

but little to support people.

The increasing trend today is to send customer service and technical support

calls into queue for the next available person. This builds no personal loyalty and

probably less loyalty for the firm. Before going this route, be sure this is what

your customers prefer.

Instant Feedback:

Recently, many organizations have implemented feedback loops that allow them

to capture feedback at the point of experience. For example, National Express,

one of the UK's leading travel companies invites passengers to send text

messages whilst riding the bus. This has been shown to be useful as it allows

companies to improve their customer service before the customer defects, thus

making it far more likely that the customer will return next time.

Listen to your customers:

Is there anything more exasperating than telling someone what you want or

what your problem is and then discovering that that person hasn’t been paying

attention and needs to have it explained again? From a customer’s point of view, I

doubt it. Can the sales pitches and the product babble. Let the customer talk and

show them that you are listening by making the appropriate responses, such as

suggesting how to solve the problem.

MARKETING STRATEGY

TataDocomo appears to be banking heavily on its tariff plans the company is

offering a 1 second pulse instead of the usual 1 minute pulse that other telecom

operators are offering. This means that consumers are charged on a per second

basis, instead of a per minute basis, and end up saving money on unused

seconds. A nifty little application “How much can you really save” on Docomo’s

website explains how this works. Rs. 0.01/second is a marked change from the

Re 1/min and Rs. 0.49/min charges that usually applies.

MARKETING MIX

4P’S OF MARKETING MIX:

Product

Price

Place

Promotion.

PRODUCT:

TATADOCOMO having good range of services.TataDocomo provides both

postpaid and prepaid services. TataDocomo having good quality network which

provides clarity in voice.

PRICE:

It having attractive tariff plan: TATADOCOMO having 1paisa /sec it is

applicable for both prepaid and postpaid.

PLACE:

It is having good range of channels of distribution: As Tata already exist in

this field of telecommunications as TataIndicom. It has wide range of channels of

distribution to sell TATADOCOMO services.

PROMOTION:

Advertising: TATADOCOMO following different style of advertising pattern in

TV ‘and newspapers. Due to that reason it was reaching public very fast.

TATADOCOMO PRICING STRATEGY

TataDocomo appears to be banking heavily on its tariff plans the company offers

a 1 second pulse instead of the usual 1 minute pulse that other telecom

operators were offering. This means that consumers are charged on a per

second basis, instead of a per minute basis, and end up saving money on unused

seconds. A fifty little application “How much can you really save” on Docomo’s

website explains how this works. Rs. 0.01/second is a marked change from the

Re 1/min and Rs. 0.49/min charges that usually apply.

Now while this plan might sound unique, it isn’t that it hasn’t been tried

before back in 2004, TataIndicom had launched 1 second pulse plans, which

going by their current plans, appears to have been shelved.

At present, TataDocomo has launched voice portals, 24-hour music, cricket

commentary and voice chat, apart from offering free Missed Call Alerts and

VoiceMail. Interestingly, voice based services are also being priced with a per-

second-pulse: 24 hour music and voice chat are priced at Rs. 0.02/second. Caller

Tune search service ‘Genie’ is also being priced at Rs. 0.02/second. This is a

marked change, again, from the per minute pricing, and can offer consumers

cheaper options.

An initiative that has taken the service provider industry by storm

The pay per second model has really paid off well for the latest entrant in the

Indian GSM space, Tata-Docomo. The new pricing strategy from Tata-Docomo

has changed the rules of the GSM game, which is dominated by AirTel and

Vodafone. Tata-Docomo also launched its first mobile handset in September

2010.

Mobile pricing innovation – TataDocomo now charges per website for Mobile

Browsing!

This is surely a first world over – TataDocomo have gone ahead and launched an

innovative mobile Internet offering which allows users unlimited usage of their

favorite websites on mobile for a fixed cost.

TataDocomo has been forefront in coming up with various attractive pricing

schemes, especially, in the pay-per-use paradigm. They were first to introduce

pay per second billing on calls, which now is followed by every mobile service

provider. They followed it with pay-per-minute and pay-per-call pricing plans as

well which has made them one of the fastest growing Mobile companies in India.

The new pay-per-website offering however, takes it to a complete different level

and unheard of pricing strategy. This is a very thoughtful strategy and something

which has potential to growth rapidly. TataDocomo pricing strategy.

Pay per site offer two combination:

Those only interested in single websites need to pay Rs 10 per site

Those with multiple site browsing needs can opt for a combo pack at just Rs 25

per month.

Customers have a bundle of options within various categories of social

networking sites (Facebook, Twitter, and Linked In, Orkut), mail options (Gmail,

Yahoo, Rediff) and chat messengers (GTalk, Yahoo! Messenger, Nimbuzz).

Having said this, there is also a caveat – If you thought it was valid for unlimited

use…it is not.

TataDocomo pay per site plan categorizes each service under 2 different genres

– Social Networking Site and Emailing & Instant Messaging. Each site under this

genre is priced at Rs. 10/- bundled with 200 MB free data usage valid for 30 days,

post which customers will be charged at 1p/kb. There are also 2 Combo options

SNS Combo Pack and Emailing Combo Pack and each Combo Pack is priced at Rs.

25/- bundled with 500 MB free data usage post which the customers will be

charged 1p/kb.

We have been quite impressed the way TataDocomo have gone about their

innovative pricing models as well as marketing strategies.

“Per Character” SMS Pricing

On 8th September 2009, the GSM branch of the Indian carrier Tata introduced a

novel pricing strategy for text messaging. Under the brand “Diet-SMS“, Tata-

DOCOMO bills its customers “by-the-character”, rather than on a per message

basis.

It is a very attractive marketing scheme, since many wireless subscribers, almost

by habit, tend to pepper their text messages with abbreviations and acronyms.

Under the new plan, Tata-Docomo charges “one paisa per character”. For

example, a text which reads “tnx” (for “thank-you”) is charged at 3paise instead

of the normal sms charge.

The Impact

TataDocomo has gathered significant market share, owing to its pricing

strategies.

Existing mobile operators are matching the price and the clear winners are the

subscribers since all the competition is sending the prices downhill.

TataDocomo pricing strategy.

ADVERTISING MEDIA CHANNELS

India TataDocomo, the youngest among telecom players in India to offer

GSM, is Presently banking on its services to garner visibility and a share in the

telecom pie. The launch of TataDocomo also announced the intention of the

brand to associate with the thought 'do'. TataDocomo, for the first time in the

country, offered pay-per-second billing; though other telecom providers have

followed suit since. The company has carried out a few adverts that highlight the

brand's unique features and some other topical advertising during Ganesh

Chaturthi and Diwali. The latest from the GSM provider is the 'Friendship

Express' TVC. The ad opens inside train, where everyone is doing their own thing.

A couple of the travelers don't like the solemn mood and start humming the

Docomo tune. Slowly and steadily, others pitch in and soon most of the train is

singing along. The ad ends with the super, 'Why walk alone when we can dance

together'.Cutting through the clutter that the Indian telecom landscape finds

itself in with customers forced to jostle with confusing and complicated

products, services and tariff plans Tata DOCOMO is ‘Doing the New’ again, with

the launch of its new brand campaign, aptly titled ‘Keep It Simple’. Tata

DOCOMO’s unique Keep It Simple Campaign is in a form of a stand-up comedy

show with many episodes, which will be aired during the course of this IPL

season. It focuses largely on how Tata DOCOMO simplifies the telecom

experience, and hence the consumer’s life, by providing differentiated products

and services. Each individual advertisement starts by illustrating a complexity in

the category, and presents the Tata DOCOMO product and/or service as a means

of simplifying things. This campaign is simple, captures the various moods of

Ranbirdepicting those of Tata DOCOMO

Advertisement strategy

TataDOCOMO ropes in RanbirKapoor as brand ambassador

NEW DELHI: TataDocomo, the GSM brand of Tata Teleservices (TTSL), today

appointed Bollywood star RanbirKapoor as its brand ambassador.

The company has inked a two-year contract with Kapoor and will roll out various

televisions, print and outdoor campaigns with the actor, starting with the

upcoming Indian Premier League (IPL) tournament.

"We think TataDocomo is an inspirational brand and so is the charm and

personality of RanbirKapoor, so it is a great match. We will leverage him in

various campaigns to build the brand further," TTSL Head Corporate Marketing

Gurinder Singh Sandhu told PTI.

TataDOCOMO will undertake various marketing initiatives with RanbirKapoor,

including television commercials, print campaigns, outdoors and retail front

displays, he added.

The company will introduce its new campaign during the IPL tournament, which

kicks off on April

According to media analysts, TataDocomo is expected to spend in excess of Rs 50

crore for the 360-degree campaign during the IPL season.

Other telecom operators like BhartiAirtel, Idea Cellular and Reliance

Communications have also appointed Bollywood stars as their brand

ambassadors.

While Airtel has worked with Shahrukh Khan, Saif Ali Khan and KareenaKapoor,

Idea Cellular has AbhishekBachchan as its ambassador. Reliance Communications

has worked with HrithikRoshan.

Vodafone, on the other hand, has found success with its 'Zoozoos', the egg

shaped cartoon characters featured in its ad campaign.

Market Competitors of TataDocomo:

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone

SERVICES & NETWORK AVAILABLE

Currently, TataDocomo mobile services available in these following

circles:

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan ,Recently LaunchedAandRest of West Bengal, Recently

Launched.

PLANS

Tata DOCOMO Daily Plans.

When every day is different,

why have a fixed plan? A

brand new day calls for a

brand new plan. Choose from

Daily plans on local, STD,

Night calling, GPRS & Music

and make your own Daily

Plan.

Benefits:

Anytime purchase

Minimal cost

Ease of process

How to subscribe:

Dial *141# and choose from Daily plans on local, STD, Night calling, GPRS &

Music.

Product options:-

Daily Rental Packs (Rs.2)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Weekly Rental Packs (Rs.10)

All local at 1p/2sec

STD at 3p/4sec

Local Night On-net at 1p/10sec

Local On-net at 1p/6sec

USA/Canada & UK(F) at 3p/sec

Gulf at 11p/sec

All local & National SMS at 1p

Talk More

30 local minutes @ Rs.5 on

Tata DOCOMO Network.

30 local minutes @ Rs.12 across

Networks.

30 local/National minutes @ Rs.14

10 Local/National minutes @ Rs.5

Night Talk

Now converse through the night.

60 Free Local Night minutes on

Tata DOCOMO Network.

30 Free local On-net minutes @ Rs.3

20 Free local minutes @ Rs.5

a. GPRS

10MB Free Browsing @ Rs.5 only. World Calling

10 minutes to USA/Canada @ Rs.20

5 minutes to USA/Canada @ Rs.10

a. Entertainment

15 minutes FREE music @ Rs.5

a. Cricket

Cricket Alerts @ Rs.5/day

Terms and Conditions:

Daily implies active till 12 midnight on the same day of pack activation. Ex: A

subscriber activated the pack on 25th Feb'10 then the pack with daily validity will

expire at midnight of 25th Feburary'10#.

In case on night packs the expiry of the pack will be 7 am of the next day of

activation of the pack. Ex: A subscriber activated the night pack on 25 th Feb'10

then the pack with daily validity will expire at 7 am of 26th Feburary'10#.

The pack will get activated maximum within 2 hrs of request receipt on the

system. You will get an automated confirmation SMS once the same is

configured on our systems.

You can activate multiple packs in a day.

Competitor Analysis

The competition has intensified the past few months with new players

and schemes coming in. There has never been a better time for the customer to

get a mobile phone connection

There are at least six if not more operators to choose from in ever circle.

In June 09, TATA DOCOMO broke the old system of tariff by introducing per

second billing system. As soon as they did this, the other followed suit with price

cuts everywhere. Suddenly the idea of calls being free was not so outrageous.

The prices were reduced to such an extent that the viability of the business was

in questions. The competitive environment of TATA DOCOMO can be looked at

from the following perspectives

Market share

The government issued fresh licenses in 2008.As a result of this the

market gets crowded though incumbents‟ still hold larger market shares are

shown above. However a point to note is that the new players have lower entry

costs with very deep pockets. They also have no legacy issues like the older

players and hence are more adept to changes market situations. The cost of

infrastructure has reduced dramatically due to the market growth and DOCOMO

had an advantage here.

MARKET CAPITALISATION:

As profits margins are becoming thin, the market capitalization of listed telecom

companies has fallen. Though there have been some signs of recovery

AirtelvsTataDocomo

The equal competitors are coming up with their new tariffs, plans, special packs

and their varying services to prove themselves to be much competitive and

trying to anchor them firmly in this mobile sector.

Currently the TataDocomo came up with its services with an all new tariff

scheme of pay per second which has brought out a massive revolution in the

market.

On 30th Oct the leading mobile service provider BhartiAirtel launched their

much awaited “Pay per Second” tariff all throughout India. The tariff comparison

with Airtel and TATADocomo is as follows,

Airtel with its inception on 2001 renders number of customers but their tariff,

call rates to different network makes confusion and remains unstable. But

Docomo’s 1p/sec throughout India makes consumers to keep track of their

account and controls expenses.

Airtel has kept different SMS charges even in their Pay Per Second plan with local

sms being charged at Re.1 and National sms at Rs.1.50, whereas Docomo

introduced SMS charges based on the number of characters. No recharges are

needed to opt for per second calling after one year.

Package activation of Airtel ranges from Rs.64 to Rs.99 and varies from circle to

circle. Docomo’s does not charge anything extra for activating the per second

pack since the tariff plan by default is on per second basis.

The Airtel tariff calculation is hard ranging from 1p/sec to 1.2p/sec , but 20%

higher to other operators whereas A2A calls are kept at 1p/sec and that to other

operators are charged at 1.2p/sec. But TataDocomo is offering a limited period

offer of STD calls at 1p/sec.

But Airtel is older than Docomo so it has compact network links than Docomo ,

so this is the place where Docomo has to establish itself.

Meanwhile it is found that Docomo with both GSM and CDMA network

added over ‘4 million’ subscribers in September, beating market leader

BhartiAirtel yet again. Airtel had 2.5 million new users in September.

The battle has just begun as new operators are still to join the war. Do have

your say what you edict is going to be ?

SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:

First to introduce seconds’ tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

WEAKNESS:

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory.

Concentrating only on rural areas.

OPPORTUNITIES:

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling integrated

offers.

THREATS:

If signal strength is not increased it may lead to change in the network service

by the customers.

Tata has to clarify whether this 1ps/sec will continue till its lifecycle.

Heavy competition from all other network providers.

INTERNAL ENVIRONMENTAL ANALYSIS OF TATA DOCOMO Brand Image of Tata and Docomo This is another important factor which proves as a major strong point for Tata Docomo. 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. Both of these are Big brand names in their respective countries; viz. Tata in India and NTT Docomo in Japan. 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. Variety of plans on offer Tata Docomo focuses not only on the price but also makes sure that the variety of services offered is not compromised. There are a number of tariff plans for post pay customers as well as for prepay customers. WEAKNESSES OF TATA DOCOMOOne major weakness of this organization would be the lack of adequate infrastructure to service the subscribers that it may initially achieve owing to the low prices. The key issue would be network coverage, where the customers would prefer that a call go through, or not be disconnected, than save Rs. 0.5-Re.1 on a call. At the same time, since operators have so far been focused on the “land-grab”... MORALE OF EMPLOYEES IN AN ORGANISATIONGood MoraleMorale is a way of describing how people feel about their jobs, employers and companies, and those feelings are tied to the behaviors and attitudes that employees exhibit in the workplace. When employees have good morale, they feel committed to their employers, loyal to their jobs and motivated to be productive. They work harder, produce more, meet deadlines and give it their all.Low MoraleAccording to BNET, a website that offers business management advice, low morale takes a toll on employee performance and productivity. Employees become less motivated to work, less committed to their employers, exhibit an attitude of indifference and are absent more often. Companies pay the consequences of low morale, as less work gets done and time and money are wasted. Such characteristics may not always indicate low morale. Be sure that you don't misdiagnose employees as having low morale when they may just be having a bad day. Low morale is indicated by a pattern of these behaviors and attitudes over time.

MANAGEMENT SYSTEM OF TATA DOCOMOThe goal of the Management System and OrganisationOptimisation is to introduce a new organisation and management system at the level of a selected company or a

group of companies (holding), as the case may be. The solution's standard subject matter is the conceptual preparation of the client's new organization and the implementation thereof, which is broken down into detailed organisational and functional patterns including job structure and category. Other steps include a preparation of the company's (holding) management rules, setting the basic functions, competencies, powers and responsibilities for individual management levels of a company (holding), and the preparation of a company's (holding) basic internal policies.ORGANISATIONAL CULTURE OF TATA DOCOMOIn TATA DOCOMO the organizational culture is the workplace environment formulated from the interaction of the employees in the workplace. Organizational culture is defined by all of the life experiences, strengths, weaknesses, education, upbringing, and so forth of the employees. While executive leaders play a large role in defining organizational culture by their actions and leadership, all employees contribute to the organizational culture.

EXTERNAL ENVIRONMENTAL ANALYSIS-Political-• Not favourable in terms of Recent spectrum allocation {2G-scam}.• Political lobbying is prevalent and many companies are taking advantage of it.It has become ubiquotious and creates lots of hassels for the firms.• Due to 2G Scamtherre will be tighter control and auditing system.• Also UPA will bring some new changes as the social pressure is so high{Anna hazaremovemenet}.Some new guidelines are coming up.• TATA may get truly benefitted by their inherent policy of no form of corruption.TATADocomo should be ready for a patient game so that this political uncertainity gets settled.• ECONOMICAL-• Teledensity has improved from under 4% in March 2001 to 53% by the end of March 2010.Cellular telephony has emerged as the fastest moving business segment.• Due to high growth rate,hgherteledensity and sustainable domestic demand cellular telephony will surely reamain in the pink of health in India.• Unexplored rural market.Usage may be low but volume can be high.• Due to immense competition and lowest call rates in the world there are wafer thin margins as well.SOCIAL-• Youth population is increasing,adoption to new technologies has become daily routine,more litracy rate and more purchasing power of Domestic consumers makes this industry more than attractive.• Youth will control the economy within next 10 years and companies need to meet their ever changing and newest deamands.• Plans and tariffs need to be updated according to current demand and social habbits.• Devolopment of new apps and cool value added services are in demand.

TECHNOLOGY-• Tata Docomo is enjoying the distinct advantage of the backing up of NTT Docomo which proven innovative technology.It is first in Inidia to roll out 3G services in India resulted a growth of 30%-40% in VAS and also planning to bring in 3G enabled mobile phones at an affordable price.• It should try to capitalize the capabilities of Wimaxtechnologies,a high speed data connection,which is supposed to have 12 million subscribers by 2012.• As 3G technologies has made in roads in India there is a growing emphasis on speed and coverage.

• ENVIRONMENTAL-• People have growing concern about the kind of damage cellular wave do to the brain and other parts of the body.• TATA Docomo should be the first to acknowledge the concern of the people by innovating ways that that can make the waves less harmfull.•• LEGAL-• Recently due to alligations and speculations surrounding the 2G Spectrum sale many service providers are in legal doldrums and have to face wrath of CBI and judiciary.• Whereas TATA Docomo has benefitted from his fare policies,it should par its back for this and march on with the progress it has seen with full vigour,

STP ANALYSIS-

Recommendations

The availability of recharge voucher should be made available when required by

the customers. As this give the 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 prompt in handling the queries and problem of the

customer, which is vary essential for the prepaid card so as to retain the

customers with the company in future.

The customer care executives should be more efficient in handling the customer

and also more friendly and polite their conversation, while dealing with the

customer.

After sales service is required to be maintained properly, which is not up to the

mark

Call rates is affordable so it should be maintained at this level.

Many people are using mobile, but majority of them are not aware of the

technology they are using. Manytines it happens that a person doesn’t know

which technology satisfied his need. Hence awareness should be created among

them regarding advantages and differences in the technology.

Supplementary facilities like call wait, call forward, call hold, call divert, call

conference should be made more effective to attract customers.

CONCLUSION

After analysis and interpretation of the data it can be concluded that

TataDocomo is providing a broad range of various schemes ranging from

international calling to hello tunes. This is the critical factor to attract various

customers. Wide range of schemes is also leading to increase in number of

customers with rapid pace for TataDocomo.

Tariff charges introduced by the TataDocomo are found to be cheaper

than other services. TataDocomo has emerged as a giant killer due to their tariff

plans and heading towards the position of dominator.

TataDocomo is providing some unique features and services like pay

per second, SMS per character, pay per site plans that are making them being

different from their competitors.

Awareness of the TataDocomo is spreading widely among people due

to their promotional activities. Buyers are now insisting for cheaper plans or

threatening to opt out.

Majority of the customers are satisfied with the services of the Tata

Docomo and they are not ready to switch on to other service providers.