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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
17
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.
23
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
25
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
29
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
30
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
31
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
32
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
33
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.
36
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
37
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,
39
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
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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
49
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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