Study On Tata Docomo Commerce Essay

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The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010.

India added 113.26 million new customers in 2008, the largest globally. In fact, in April 2008, India had already overtaken the US as the second largest wireless market. To put this growth into perspective, the country's cellular base witnessed close to 50 per cent growth in 2008, with an average 9.5 million customers added every month. According to the Telecom Regulatory Authority of India (TRAI), the total number of telephone connections (mobile as well as fixed) had touched 385 million as of December 2008, taking the telecom penetration to over 33 per cent. This means that one out of every three Indians has a telephone connection, and telecom companies expect this pace of growth to continue in 2009 as well. "We are extremely bullish that the growth will continue in 2009. This year, the number of additions will be in excess of 130 million," according to T.V. Ramachandran , Director General, Cellular Operators Association of India (COAI), an industry body that represents all Global System for Mobile communications (GSM) players in India.

With the rural India growth story unfolding, the telecom sector is likely to see tremendous growth in India's rural and semi-urban areas in the years to come. By 2012, India is likely to have 200 million rural telecom connections at a penetration rate of 25 per cent. And according to a report jointly released by Confederation of Indian Industry (CII) and Ernst & Young, by 2012, rural users will account for over 60 per cent of the total telecom subscriber base.

According to Business Monitor International, India is currently adding 8-10 million mobile subscribers every month. It is estimated that by mid 2012, around half the country's population will own a mobile phone. This would translate into 612 million mobile subscribers, accounting for a tele-density of around 51 per cent by 2012.

It is projected that the industry will generate revenues worth US$ 43 billion in 2009-10.

Value-Added Services Market

A report by market research firm IMRB stated that the mobile value-added services (MVAS) industry was valued at US$ 1.15 billion in June 2008, and is expected to grow rapidly at 70 per cent to touch US$ 1.96 billion by June 2009.

Currently, MVAS in India accounts for 10 per cent of the operator's revenue, which is expected to reach 18 per cent by 2010. According to a study by Stanford University and consulting firm BDA, the Indian MVAS is poised to touch US$ 2.74 billion by 2010.

Mobile advertising, which is an important VAS segment, offers great potential to become an important revenue source. Marketers are increasingly using MVAS as a step ahead of SMS-based marketing to sell soaps and shampoos, banking, insurance products and also entertainment services, and rural markets are proving to be very receptive for such marketing.

Further, Venture Capitalists like Canaan Partners, Draper Fisher Juvertson, Helion, and Nexus India are also innovating with services like mobile payment options, advertising, voice-based SMS and satellite video streaming.

According to Venture Intelligence, there were nine deals worth US$ 41 million in 2007 in the mobile VAS space, and till August 2008, seven deals worth US$ 91 million had already been finalised. Presently, mobile VAS has a US$ 700 million market with a 20 per cent y-o-y growth, which is likely to touch US$ 3 billion by 2012.

Major Investments

The booming domestic telecom market has been attracting huge amounts of investment which is likely to accelerate with the entry of new players and launch of new services.

Buoyed by the rapid surge in the subscriber base, huge investments are being made into this industry.

* Norway-based telecom operator Telenor has bought a 60 per cent stake in Unitech Wireless for US$ 1.23 billion.

* Japanese telecom major NTT DoCoMo has acquired a 27.31 per cent equity capital of Tata Teleservices for about US$ 2.6 billion and a 20.25 per cent stake in Tata Teleservices (Maharashtra) Ltd for about US$ 190.23 million.

* Singapore Telecommunications (SingTel), which has a 31 per cent stake in Bharti Airtel has received the government's approval to offer long distance services in India, according to a communication ministry official.

* Mauritius-based P5 Asia Holding Investments (Mauritius) Ltd will be investing around US$ 545.13 million to hold a 20 per cent stake in Aditya Birla Telecom Ltd (ABTL). The funds will be utilised for network rollout and operations of ABTL in the Bihar circle.

* Bharat Sanchar Nigam Ltd (BSNL) is planning an investment of around US$ 201.5 million in the Tamil Nadu Circle for an additional 23 lakh mobile connections under both 2G and 3G technologies by 2009.

* The latest to join the world's second largest telecom market is Bahrain's Batelco which has signed a deal to buy 49 per cent in Chennai-based S-Tel, a GSM service provider, for $225 million.

* Etisalat, a Gulf-based telecommunications company has picked up a 45 per cent stake in Swan Telecom.

* Kavveri Telecom Products Limited is planning to set up a new subsidiary - Kavveri Telecom Infrastructure Limited (KTIL) - with an investment of US$ 20.11 million over the next two years, to offer in-building telecom infrastructure to telecom service providers.

* Juniper Networks, which is the second-largest maker of networking equipment, plans to invest US$ 400 million in India, over the next five years, with a focus on its research and development (R&D) activity.

* BSNL, India's leading telecom company in revenue terms, will put in about US$ 1.16 billion in its WiMax project.

* Bharti Airtel will be spending US$ 2.5 billion in a major expansion bid.

* Reliance Communication has committed US$ 5.69 billion as capital investment for the fiscal year ending March 2009.

* Idea Cellular will spend about US$ 2.36 billion in the fiscal ending March 2009.

* Srei Group's Quippo Telecom Infrastructure Ltd (QTIL) plans to invest US$ 3 billion in 2008-09 to ramp up its telecom infrastructure business to grow both organically and inorganically.

* Vodafone Essar will invest US$ 6 billion over the next three years in a bid to increase its mobile subscriber base from 40 million at present to over 100 million.

* Telecom service provider, Tata Teleservices Limited, has announced that the company will be investing additional US$ 6.74 million in Gujarat to set up 100 cell sites by August 2009. The company had earlier made an announcement of investing US$ 24.1 million in the state till March 2009.

* Telecom operator Aircel, which launched GSM mobile services in Bangalore on February 23, 2009, plans to invest US$ 220.58 million over the next year to set up base stations across the state.

Investments Abroad

After the amazing growth story in the domestic market, Indian telecommunication companies are now set to have a major global footprint.

* The Bharti Group, which already has operations in Seychelles, (begun over a decade ago), and in the Channel Islands in Europe, launched its mobile services in Sri Lanka under 'Airtel' brand on January 12, 2009. Airtel is expected to invest about US$ 200 million in setting up and expanding its operation in Sri Lanka over the next five years. The company will simultaneously roll out second generation (2G) and third generation (3G) services in the country.

* DTH company Spize TV (owned by Pyramid Saimira Group) has bought France Telecom's European DTH operations called WorldTV Europe.

* Tata Communications has bought the 30 per cent stake in Neotel that was previously held by Eskom and Transnet. With this, Tata Communications in association with Tata Africa Holdings became the largest stakeholder with 56 per cent stake.

* Tata Communications marked its entry into UAE by launching a range of dedicated Ethernet services in association with leading telecommunication service provider of UAE, Etisalat.

Rural Telephony

Rural India had 76.65 million fixed and Wireless in Local Loop (WLL) connections and 551,064 Village Public Telephones (VPT) as on September 2008. Therefore, 92 per cent of the villages in India have been covered by the VPTs. The target of 80 million rural connections by 2010 is likely to be met during 2008 itself. Universal Service Obligation (USO) subsidy support scheme is also being used for sharing wireless infrastructure in rural areas with around 18,000 towers by 2010.

The Indian wireless industry, with a 32 per cent penetration, is only second after China in terms of subscribers at 325 million. Most of this growth has come from urban India where penetration is close to 60 per cent, but in rural markets it's less than 15 per cent. And it's here that the industry sees the largest opportunity for growth.

The Road Ahead

As on October 17, 2008, there were 350 million mobile and fixed line subscribers in India, with about 8 million subscribers being added each month. The Union Minister for Communications and Information Technology, Mr A Raja, has stated that the target for the 11th Plan period (2007-12) is 600 million phone connections with an investment of US$ 73 billion. Apart from the basic telephone service, there is an enormous potential for various value-added services. In fact, the real potential for telecom service growth is still lying untapped.

The Indian rural market is going to be the next big thing for wireless telecom providers. With the tele-density in rural areas being still about 10 per cent against the national average of about 21 per cent, there seems to be huge untapped potential for mobile phone penetration in rural India. The government also plans an investment of US$ 2 billion, during 2008 to 2009, for the development of around 100,000 community service centres in rural India to provide broadband connectivity.

Additionally, by 2010, the government targets:

* 80 million rural connections

* Mobile coverage of 90 per cent geographical area

* Internet Protocol Television (IPTV) in 600 towns

* Quadrupling manufacture

* Two-fold increase in telecom equipment R&D from the current level of 15 per cent.

According to the CII Ernst & Young report titled 'India 2012: Telecom growth continues', revenue from India's telecom services industry is projected to reach US$ 54 billion in 2012, as against US$ 31 billion in 2008. According to Mr Prashant Singhal, Telecom Industry Leader, Ernst & Young India, "Going forward, rural telephony, 3G, WiMax and data services will drive sector growth in 2012. The industry will witness sustained growth in mobile services and data revenues. Network expansion will continue in order to support the rural growth."

In addition to this, some interesting new developments worth tracking include:

* The emergence of digital media advertising (internet, mobile and digital signage) as the medium of choice for advertisers. Of the available media, it was the fastest growing segment in 2008. According to a FICCI-PwC report, it is expected to touch US$ 211.97 million in 2011 from the current US$ 57.1 million.

* The robust sales of ‘smartphones' which do not seem to have been adversely affected by the economic slowdown. Smartphones, which have computer-like features, are a favourite with not only professionals, as they enhance productivity, but also with the youth that are attracted by their multimedia applications. Smartphones market, sized at 5 million in 2008, is expected to witness a compound annual growth rate (CAGR) of 23 per cent by 2011, as per technology research firm Ascendia.

* Global mobile phone vendors are going green in India. Vihaan Network Ltd, a group company of Shyam Group has launched the world's first zero opex GSM systems powered by solar energy rather than conventional sources. In a recently launched initiative, Nokia collected three tonnes of junk handsets, batteries, chargers and accessories from four cities during a 45-day campaign. The collected junk will be taken to Singapore for recycling. Hundred per cent of the materials in the phones can be recovered and used to make new products.

Tata DoCoMo Limited

Tata DoCoMo Logo


Joint Venture


Mobile telecommunications


November 2008


New Delhi, India


Mobile networks,
Telecom services, etc.


Tata Teleservices (74%)
NTT DoCoMo (26%)



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.[1]

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.


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!

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.



The ‘marketing mix' is a set of controllable tactical marketing tools that work together to achieve company's objective.

¨ Product

¨ Price

¨ Place

¨ Promotion


¨ TATA DOCOMO having good range of Services: Tata Docomo provides both postpaid and prepaid services.

¨ TATA DOCOMO Quality network: Tata DOCOMO having good quality network which provide clarity in voice.


¨ It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid.


¨ It having good range of channels of distribution: As Tata already exist in this field of telecommunications as Tata Indicom. It has wide range of channels of distribution to sell TATA DOCOMO services


¨ Advertising: TATA DOCOMO following different style of advertising pattern in TV's and newspapers. Due to that reason it was reaching public very fast.

¨ Sales promotion: due to unique feature of TATA DOCOMO it helps the sales people to decrease burden.


Following are the different services orrfered by tata docomo:

· Call rates.

· 1Paise per second anywhere in India.

· Total transparency.

· After every call the following information is updated on the screen of your handset.

· Seconds that you saved vis-a-vis a 1 minute call

· Your account balance

· Last call charge

· SMS charges.

· Local at 60p/sms

· National SMS at Rs 1.20/sms

· SMS offers

· AP - Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the day

· KK - Pay for the First Local/ National SMS everyday and get the next 100 Local/ National SMS free for the day

· TN - Pay for the First 3 Local SMS everyday and get the next 750 Local SMS free for the day

· Pre-activated STD, ISD and National Roaming without rental.

· Automatic alerts when your Balance is Low.

· Tata Docomo's BlackBerry Internet Services & Devices

Tata Docomo partnered with Research In Motion (RIM) to introduce the BlackBerry phones on its platform. Tata Docomo offers two plans for BlackBerry data service. The user needs to subscribe to the voice plans separately.

Do 299 : unlimited data usage for e-mail and instant messaging.
Do 899 : unlimited data usage for Internet, e-mail and instant messaging access.

BlackBerry 9000 is a 3G Smartphone, with 1 GB Internal Memory, Video Recording, 2 MP Camera, GPS / Wi-Fi. BlackBerry 9000 Supports Wireless email / Organiser / Browser / Phone, Camera, Video Recording, Media Player, SMS / MMS, GPS, Built-in Speakerphone, Bluetooth and Wi-Fi.

BlackBerry 9000 costs Rupees 31, 990.

BlackBerry 8900 is sleek with a Qwerty keyboard, in-Box with 1 GB Micro SD Card, Video Recording, 3.2 MP Camera, GPS and Wi-Fi.

BlackBerry 8900 costs Rupees 24,990.

* Tata DOCOMO Postpay (Postpaid) @ Doorstep - Toll Free 1800 266 0000

Tata DOCOMO announced the launch of “Postpay @ your doorstep”, an initiative where Tata DOCOMO would assist potential customers with their queries on new post pay connections. Through a simple process, a customer can readily get access to a postpay connection, at his doorstep with expert guidance from Tata DOCOMO. @ Doorstep is an initiative to help customers get postpay connections with the comfort from their homes or offices Customers can call toll free number 1800 266 0000 from any mobile or landline. This new initiative will help customers demystify post pay propositions and get a new connection, customized to his needs, at the comfort of their home or offices.

To avail this service, customers just need to call the toll free number 1800 266 0000 where they would be guided by Tata DOCOMO representatives. The representatives are trained to make use of scientific tools like Bill Plan Calculator that would help suggest the best value plan, customized to the needs of the customer, based on their usage amount and usage pattern. The customer once decided on a postpay plan, the call center executives sends a representative to collect the documents from customer's location and deliver the SIM card whenever and wherever he desires.

Tata DOCOMO has also announced the launch of new aggressive Postpay per second “Diet Plans”, details given in another blog post.

* TATA DoCoMo to Launch Microsoft Windows Mobile Handsets Soon

TATA DOCOMO announced their association with Microsoft to launch the new generation Windows Mobile 6.5 smart phones with its GSM mobile service. The first key models will be launched are Acer Be Touch E101 and Acer Neo Touch S200.

Windows Mobile 6.5 smart phones come preloaded with new apps like My Phone and Windows Marketplace for Mobile. Windows Mobile 6.5 supports rich HTML e-mail, improved Outlook Mobile and Office Mobile programs, and improved security and device management for IT managers. With WIndows Mobile 6.5, customers also get access to apps such as Microsoft My Phone, which allows users to access, manage and back up their personal information on their device to a password-protected Web-based service.


TATA DOCOMO has taken its moves for customer growth after analyzing the market penentration and then had put steps forward with different strategical moves to enhance its customers fulfillment of their requirement and expectations fulfillment.

TATA DOCOMO Launches 'diet-sms' where a customer avails :

* ‘Pay Per Character' paradigm ushered in—Pay As You Use in SMS too

* 1paisa per character with no charge for the spaces between words…

* …for up to 15-character SMS, use diet-sms

* Send diet-sms thru application on phone, SIM menu & P2A messaging


Following are the ways in which TATA DOCOMO has strived to fulfill customer satisfactions and value delivery

· Tata Docomo Expands GSM Mobile Services in Haryana

Tata Docomo, the GSM Mobile service of Tata Teleservices (TTSL) today announced that it has expand its GSM Mobile services in Fatehabad and Hissar and completing the roll out of its services in the Haryana circle.

Tata Docomo commercially launched its GSM mobile services in Spetmber 2009 in Haryana Circle. The operator said that its GSM Mobile services are available now across 400 towns and 2,100 villages in Haryana telecom circle along with 1,800 km of the state's highways; along 400 km of Railway routes; at airports and at all the places of tourist interest.

· Tata Docomo Opens ‘Dive In Stores' In Kolkata And Coimbatore

Tata Docomo Opens 'Dive In Stores' In Kolkata And Coimbatore

Continuing its community based services, Tata Docomo the GSM brand of Tata Teleservices & NTT Docomo has announced the inauguration of Dive In Stores in Kolkata and Coimbatore. TATA DOCOMO will be showcasing the rich world of Value Added Services at its ‘Dive In' Stores, allowing visitors to explore the latest in telecom technology and gadgets.

The stores are designed to provide a complete mobility experience through innovative showcasing of today's and Next-Gen mobile services, applications and devices. In Coimbatore the Dive In Store is located at 58 T.V.Swamy Road, RS Puram and in Kolkata at South City Mall.The ‘Dive In' Stores are not just retail outlets, but high-end destinations where a consumer can come, sit alone in the lounge, and wade through a services and product experience of the future.

Tata Docomo Onnet-GPRS Combo Pack For Mumbai

Tata Docomo Onnet-GPRS Combo Pack for Mumbai

Tata Docomo, GSM operator of TTSL has come with a unique special tariff voucher for its customers in the circle of Mumbai, Maharastra and Goa.

Tata Docomo's latest Juice Up priced Rs. 94 is made as a Combo pack for those making a lot onnet calls and do access internet on phone via GPRS.This pack can be activated on new users also, by making first recharge of Rs 99.

This pack can be activated on new users also, by making first recharge of Rs 99. Tata Docomo's Juice Up 94 is offering 2 lakh local tata 2 tata seconds free and 12 GB GPRS data free for a period of 12 months, which will be equally divided in every month. So after recharging with Rs 94 you will get 16667 local onnet seconds (277 minutes) and 1GB data per month for 12 months at a stretch. Note with these free onnet seconds, you can call to any local tata docomo, tata indicom mobile, tata docomo GSM &CDMA at a nominal cost.

Tata Docomo Expands GSM Services in Punjab and Gujarat Circles

Tata Docomo, the GSM Mobile service of Tata Teleservices (TTSL) today expand of its Mobile services in Amritsar and Ludhiana of Punjab and Baroda (Vadodara), Ahmedabad and Jamnagar in Gujarat telecom circle.

The operator said that its GSM Mobile services are available now across the Punjab circle. However there is still no official word from the company for its expansion of services in the Ahmedabad, Baroda and Jamnagar cities of Gujarat circle, though our sources confirmed the availability of Sim cards with area retailers. Earlier at the time of its launch in Punjab and Gujarat, GSM services were not made available in these 5 cities.

Mr.Rajeev Narayan, Vice-President (Corporate Affairs) Tata Teleservices LTd said that “In a market that is cluttered with many operators and throws up confusing options, we offer simplicity with our game-changing ”Pay for Exactly What You Use' proposition with per-second pricing model for everything, be it voice calls, VAS services or IVR interactions.

Tata Docomo Introduces New Juice Ups in Tamilnadu

Tata Docomo Introduces New Juice Ups in Tamilnadu

Tata Docomo, GSM mobile services of TTSL and NTT Docomo has introduced a bunch of new special tariff vouchers for its subscribers in Tamilnadu and Chennai circles. Tata Docomo introduces a new SMS Juice up priced just Rs 16 which will offer 200 local and national SMS free everyday for a period of 30 days - This is certainly a killer deal from Tata Docomo.

Tata Docomo also brings out another local call pack priced Rs 119 for calling any local numbers at 1paisa/2 seconds for 90 days.

Tata Docomo Launches ‘My Song' Service

Living true to its promise of repeatedly redefining the telecom experience for its subscribers, TATA DOCOMO, the GSM Mobile Service brand of Tata Teleservices Limited , has launched an innovative Value-Added Service ‘MY SONG' for all post-paid and pre-paid mobile subscribers across India. Tata Docomo claims that unique My Song service, introduced for the first time in the country, is a reverse ring-back tone facility, wherein the caller gets to hear the tune that he sets for himself, instead of listening to the conventional tring-tring, or caller tunes set by the called party. For subscribing to My Song service, customers can dial 543217 and personalize songs of their choice of different genres such as Bollywood Hits, Regionals, International, Classical and Funny Tunes. As an additional benefit, subscribers can set a maximum of up to three different songs for calling different people.

Tata Docomo Inaugurates Second ‘Dive In' Store In Hyderabad (Madhapur Area)

Tata Docomo Inaugurates Second ‘Dive In' Store In Hyderabad (Madhapur Area)

TATA DOCOMO the GSM brand of Tata Teleservices Limited, today announced the inauguration of its second ‘Dive In' Store in Hyderabad. TATA DOCOMO will be showcasing the rich world of Value Added Services at its ‘Dive In' Stores, allowing visitors to explore the latest in telecom technology and gadgets. The stores are designed to provide a complete mobility experience through innovative showcasing of today's and Next-Gen mobile services, applications and devices. The Dive In Store is located in Hyderabad's Madhapur area.The ‘Dive In' Stores are not just retail outlets, but high-end destinations where a consumer can come, sit alone in the lounge, and wade through a services and product experience of the future.

Tata Docomo's Latest Do Search Call Me Tunes Online

Tata Docomo's Latest Do Search Call Me Tunes Online

Tata Docomo on keeping its promise of DO-ing the new has yet again come up with a new feature. This time its available in their official website Caller Ringback Tunes (CRBT) service has always been a favorite and a good source of additional earning from the customers for the service providers. It can be easily ascertained that a music crazy nation like India has a large number of subscribers who already enjoy CRBT services on their phone. Its like a subscriber can set a song of his choice for his callers, when a caller dials a number he/she gets to hear the default song which is set by the subscriber instead of the awkward and boring tring tring. So to make the process of selecting the song more easier Tata Docomo has now launched ‘Search your favorite song' service online where one has to input the name of the song he/she wants to set on his/her phone for his/her caller to hear until the call is being picked up. But first the user has to register himself/herself to the service. Check out the following link to go to the search page. Once there new users have to sign up and make an account.



Perceived service quality can be defined as, according to the model, the difference between consumers' expectation and perceptions which eventually depends on the size and the direction of the four gaps concerning the delivery of service quality on the company's side (Fig. 1; Parasuraman, Zeithaml, Berry, 1985).

Customer Gap = f (Gap 1, Gap 2, Gap 3, Gap 4)


The key points for each gap can be summarized as follows:

* Customer gap: The difference between customer expectations and perceptions - the service quality gap.

* Gap 1: The difference between what customers expected and what management perceived about the expectation of customers.

* Gap 2: The difference between management's perceptions of customer expectations and the translation of those perceptions into service quality specifications and designs.

* Gap 3: The difference between specifications or standards of service quality and the actual service delivered to customers.

* Gap 4: The difference between the service delivered to customers and the promise of the firm to customers about its service quality

Applications of the Gaps Model

First of all the model clearly determines the two different types of gaps in service marketing, namely the customer gap and the provider gaps. The latter is considered as internal gaps within a service firm. This model really views the services as a structured, integrated model which connects external customers to internal services between the different functions in a service organization. Important applications of the model are as follows:

1. The gaps model of service quality gives insights and propositions regarding customers' perceptions of service quality.

2. Customers always use 10 dimensions to form the expectation and perceptions of service quality (Fig. 2).

3. The model helps predict, generate and identify key factors that cause the gap to be unfavourable to the service firm in meeting customer expectations.

The model provides a conceptual framework for academic and business researchers to study the service quality in marketing.



Tata docomo is trying their best to listen to the customer problems faced with dodcomo connection, and carefully working on to improve each and every aspect in concern.

Underlying is the true example of a customer who reported tata docomo for network problem, and to which tata docomo showed efforts by improving network connectivity:


Name : Altaf Malik
Currently using : Tata Docomo
Location : Mumbai

Altaf Malik opted Tata DoCoMo for the sake of 1 sec pluse. Altaf is satisfied with the service being provided to him by Tata Docomo but what frustrates him the most is the network problem at his residence in Mumbai and as well as in Kalyan (W).

Initially a user of Reliance GSM, he has shifted to DoCoMo because of the per second pulse and thought that since it is from the house of TATA the service would be free from problems just as TATA CDMA is, where network is not an issue.

But Altaf quotes the network problem is bugging him and also add the network sometimes drops to just 1 bar and then again to 3 bars signal strength. Network is not at all stable so just in case some person from DOCOMO is reading this, please take a note of it .


Service Blueprint of tata docomo company Limited

The blueprint components identified virgin can be listed under the five heads as discussed earlier. These are:

Physical evidence

It is at the very top of the blueprint. Physical evidences provide some degree of tangibility to the services. So anything associated with the process can be listed under physical evidence if it provides tangibility. Seen in this regard, even employees of the company and their attire also provide tangibility. Typically these physical evidences can be listed above each point of contact as well.

Different physical evidences associated with the services of IL&FS Investsmart are:

1. Website

2. Browser

3. Employees

4. Attire of the employees

5. Demo shown to the clients

6. Pamphlets

7. Office

Customer Actions

The customer actions area includes the steps, choices, activities and interactions that the customer performs in the process of purchasing, consuming and evaluating the services.

The possible customer actions list for the clients of IL&FS Investsmart is a very long one, which can be modified into following broad actions:

1. Visiting website

2. Seeing advertisement these three actions can be listed as one

3. Making calls one action of Seeking Information

4. Take Calls

5. Giving appointments to the executives

6. Meeting the executives from the company

7. Signing up the forms

8. Submit documents

9. See the demonstration

10. Moving funds from savings account to trading account

11. Pay through cheque

12. Withdraw funds from trading account to savings account Transaction

13. Placing order for purchase of shares

14. Selling stocks

15. Calling up Relationship Managers

16. Adding stocks or Deleting stocks in the scripts display

17. Renewal of account by paying ASP

Thus above actions can be further narrowed down to ten actions:

Seeking information
Taking Calls
Giving appointments to the executive
Meeting the executives
Signing up the forms
Submit the documents
Watch the Demo
Transactions using the login ID
Calling up Relationship Managers
Adding stocks or Deleting Stocks in the scripts display

Onstage Contact Employee Actions

Now, paralleling the customer actions there two areas of contact employee actions. The steps and activities that the contact employee performs that are visible to a customer are the onstage employee actions. The onstage contact employee actions identified at IL&FS Investsmart are:

Make Calls or send e-mails
Take Appointments
Meeting clients and pitch the product
Give the demonstration- this action can be done either before the purchase by customer or even after the purchase has been made.
Get the forms signed up
Collecting documents
Process the forms
Clear deficiencies in the form if any deficiency has been found.

Backstage Contact Employee Actions

Those contact employee actions that take place behind the scenes for the support of the onstage employees are called backstage contact employee actions. In the organization are as follows:

Making calls to the customers
Attending calls of the existing customers (both internal as well as external) and prospective customers who call up for information.
Fixing appointments for the onstage contact employees
Processing the forms and forward for account activation
Inform onstage contact employees about the deficiencies in the form if found.
Informing the customers about the deficiencies in the form (this can be clubbed with the first action of making calls).
Advise the customers (Relationship Managers)

So, though we have observed seven major actions, they can be considered under six major actions only.

Support Processes

This part of the blueprint covers the internal services, steps, and interactions that take place to support the contact employees in delivering the service. In this case, we have following support processes:

Generate leads for the acquisition process
Training to new employees
Processing the forms
Inform about the deficiencies if found to the contact employees.
Activating the account

Now, the above mentioned list of actions can be grouped under remote encounters, phone encounters and face-to face encounters also. For example, visiting the website or placing the orders online is remote encounter while placing the same order on phone is phone encounter. Every encounter is critical from the point of view of customer satisfaction. All this can be seen in the service blueprint prepared on the basis of above discussion as seen in figure - 4 below


Positioning Map


TATA DOCOMO tag line >> “ DO the new “.

TATA DOCOMO is Tata Teleservices Limited's (TTSL) telecom service on the GSM platform.

Strategic alliance with Japanese telecom major NTT DOCOMO in November 2008.

TATA DOCOMO VAS (Value-Added Services)

- 3G technology

- i-modeTM

- mobile payment

- lifestyle-enhancing applications




Tata Docomo the GSM mobile phone service of Tata Teleservices limited today announced a significant milestone of crossing the 5 lakh suscribers mark in Tamil Nadu circle, barely a month after the launch of its service .

Mr Naga Velamuri, Chief Operating Officer of TATA DOCOMO in Tamil Nadu circle quoted TATA DOCOMO will soon unveil a portfolio of Value-Added Services that will reinvent mobile telephony in India
Buying a phone online

It couldn't be easier.

After a Pay Monthly contract?

Pick your phone, then choose your tariff and we'll help you set up your Direct Debit online. Find out how to pay.

Or prefer to Pay As You Go?

Grab any phone you fancy and pay by credit or debit card online. You'll be able to start using our great value Pay As You Gotariff as soon as your phone arrives. Plus, if you make loads of calls to other UK networks, you can add an airtime bundle too.


When is it delivered.

* Ordering a phone? We'll do our best to deliver to UK addresses within 24 hours, any day except Sundays and public holidays. If the next 24 hours isn't good for you, you can ask us to deliver any day in the next 21 days.

* SIM cards and orders for accessories only are delivered by first class post.

* To protect your goods we only deliver your items to the UK address to which your form of payment (debit card, credit card or direct debit)is registered.

* Tata Docomo Gprs come with zero rental however you to pay browsing charges of 1p/kb while surfing.
Use of wap portal of Tata Docomo Dive-in is free while in home network.

* While in roaming use of Docomo gprs/wap portal(divein) attract rate of 10paise/10kb.

How it's delivered.

* If your order contains a phoneit'll be delivered by secure courier. So that we know that it's arrived safe and sound we must have a signature upon delivery.

* Ordered a SIM card or accessory on its own? It'll be delivered by Royal Mail, first class.

Please note that for payments by card for products ordered on our website, the name on the card must match the owner of the phone account. If this is not possible for you please visit one of our dive into stores where we'll be very happy to help.
Always available Customer Satisfaction Guarantee

Tata Gsm Service Helpline Support Numbers

§ Tata Docomo Andhra Pradesh Customer Care 9030012345 or 121 from your Docomo mobile

§ Tata Docomo Karnataka Customer Care 9036012345 or 121 from your Docomo mobile

§ Tata Docomo Kerala Customer Care 9037012345 or 121 from your Docomo mobile

§ Tata Docomo Orrisa Customer Care 9040012345 or 121 from your Docomo mobile

§ Tata Docomo Tamil Nadu Customer Care 9043012345 or 121 from your Docomo mobile

The Customer Satisfaction Guarantee lets you exchange your joining pack or phone for a different one of the same value or get a full refund, less any airtime youve bought. We will even send you prepaid packaging to post it back.

If you Pay As You Go you will be charged for any airtime you have used according to our Pay As You Go tariff. If you Pay Monthly you will be charged for any airtime you have used. Calls and texts prior to return will be charged at 25p per minute and 8p per text.

Docomo's full 12 month warranty

If your new phone goes wrong within that period and it is covered by the warranty, we'll do all the legwork for you to get it fixed. If you do need a replacement phone, we'll provide you with one that's 'as new'. If it's not covered we'll advise you on what to do. However, if your phone was bought from a shop, you'll need to take it back there and a different returns policy may apply. Please check direct with the store.

The full terms of the Tata docomo warranty are in the joining pack you'll receive with your phone.

The 12-month warranty is an additional benefit and doesn't affect your statutory rights.

Docomo's commitment to excellent service

They are committed to providing you with great service.

So to help ensure you always receive the service you expect, Tata docomo have joined the Telecommunications scheme. This is a voluntary independent body set up to help resolve any problems with your service, if the need arises. For more information, you can visit

How we listen to you

Docomo value all their customers and all their feedback, whether it's good or bad.

If any of their customers do have any complaints, they do our best to resolve them as soon as possible. All emails are acknowledged immediately, with a personal reply sent within 24 hours. Letters are answered within 4 days, but usually sooner.

they'll continue corresponding with our customers to keep them up to date with what's happening, but this isn't usually necessary - 95% of all our replies confirm that their problem's been resolved!

The Direct Debit guarantee

* If an error is made by Tata docomo or your bank or building society, you are guaranteed a full and immediate refund from your branch of the amount paid. This guarantee is offered by all banks and building societies that take part in the Direct Debit Scheme.

* The efficiency and security of the scheme is monitored and protected by your own bank or building society.

* If the amounts to be paid or the payment dates change, Tata docomo will notify you seven working days in advance of your account being debited or as otherwise agreed.

* You can cancel a Direct Debit at any time by writing to your bank or building society. You'll also need to send a copy of your letter to us. We'll send a copy of this guarantee as part of your confirmation letter.



TATA'S GSM arm “TATA DOCOMO” came up with the VAS offerings to its customer base providing following services as a start up.

* Call me tunes

* Voice Based Services


* USSD Services

* SIM Tool Kit Services

* SMS Services


ikewise its per second pulse scenario the same is being implemented in VAS too for example in “Call Me Tunes” service the call charges are First 30 Seconds free and thereafter 5paise/second and Subscription Charges goes Rs.30 for 30 days followed by Song Download Charges: Rs.15/song


Tata Docomo gsm prepaid tariff plan.

Prepaid Starter Pack: Mrp Rs.49
Validity: Life-time
Talk-time bundled: 25 Minutes

Call Rate:
Tata DoCoMo —->Tata DoCoMo / Tata Indicom / Virgin Mobile (Intra/Inter-circle): 1 paise/sec
Tata DoCoMo —-> Other mobiles / Land lines (Intra/Inter-circle): 1 paise/sec

Text Messaging:
Local SMS: 60 paise/SMS (160 characters)
National SMS: 1.2 Rupee/SMS
International SMS: 5 Rupees/SMS



Madhya Pradesh and Chhattisgarh got it's 6th GSM operator, Tata Docomo the joint venture between Tata Teleservices (TTSL) and Japan's leading mobile operator NTT Docomo. The plan details and tariff structures are the same as in other circles. So you can enjoy Tata Docomo's ‘Pay for What You Use' (1 paisa/second) in Madhya Pradesh and Chhattisgarh! As Tata Docomo is present here after Airtel, Reliance Smart GSM, Vodafone, BSNL & Idea, it will hopefully manage to attract a good number of customers with this lucrative offer



Tata DOCOMO, the GSM brand of Tata Teleservices Ltd, has extended its “Pay Per Use” scheme to SMS with the launch of “Diet SMS”, wherein the company will levy charges only for the characters sent in the short message under a new scheme Diet-SMS.The company will charge just one paisa per character for an SMS up to 15 characters, while the company will not levy any charges for the spaces put between the words. This unique service is one of the first of its kind changes the paradigm in the way Indian mobile customers pay for SMS.



Tata DoCoMo, the GSM venture of Tata Communications with Japan's telcom major NTT DOCOMO is coming to Kolkata very soon before the Durga puja, in September ! The 6th GSM operator in town! So Kolkatans should be excited expecting cheaper mobile services from Tata Docomo. Well being a Kolkatan I am not excited for Tata Docomo's entry in Kolkata. Let me come to the point why. If you have a look at Tata Docomo's prepaid plans inthe circles it is present, you will find Tata Docomo's USP is ‘per second pulse' i.e. you will be charged as per seconds, equivalent to 60p/min. There's is nothing to be excited as Tata indicom had this per second pulse in Kolkata too so NOT A NEW CONCEPT to make me excited.

They are saying if you talk for 67 seconds, you will be charged for 67paisa




TATA DOCOMO has announced a unique Animation Contest. This is great because the company is encouraging animators to be creative with their own brand, something that has not been done by too many companies in India.

The animators will be required to come up with a short 2D animation clip (5-60 secs) using the Tata Docomo logos and tune



Now one can get a free TATA DOCOMO SIM card with fabulous Samsung handsets. To avail lifetime validity with this offer, one has to recharge with Rs. 48 and also get with one paisa per second call rate across India and 100 local SMS free every month for a period of 6 months!!!

The Samsung handsets coming with this offer are “Samsung Guru 1070″ and “Samsung Guru 1210″.

Customers needs to recharge with Rs.100 over 6 months to retain the lifetime validity status and avoid disconnection. This offer is only valid for prepaid Customers. The SIM card is meant to be used with the Samsung phone it has been supplied with. If the SIM card is removed and used with any other phone, TATA DOCOMO would, at its discretion, withdraw the offer and benefits associated with it.



TATA DOCOMO, the GSM brand of Tata Teleservices Limited, today announced the launch of the BlackBerry® solution on TATA DOCOMO's GSM platform. The dual-technology telecom service provider is offering the solution along with Research In Motion (RIM) . TATA DOCOMO will offer the BlackBerry® Bold™ and BlackBerry® Curve™ 8900 smartphones to its customers in India starting today.

BlackBerry smartphones and services provide customers with easy wireless access to e-mail, phone, calendar, Internet browsing and multimedia applications, as well as access to thousands of mobile business and lifestyle applications.

Tata Docomo Introduces Samsung Galaxy at Rs 28,990

Tata Docomo Samsung Galaxy

Tata DOCOMO, the GSM brand of Tata Teleservices Limited, and Samsung Mobile today announced the launch of the first Android powered Samsung mobile phone with in-built Google Mobile Services “Samsung Galaxy” in India.

Samsung Galaxy is a cutting-edge Smartphone, featuring a 3.2” AMOLED full touch-screen and 7.2 Mbps HSDPA and WiFi connectivity, providing users access to Google™ Mobile services and full Web browsing at excellent speeds.

Tata Docomo will be offering 500 MB free download per month, for a period of six months with the Samsung Galaxy Handset.

Ranvijay with Pooja Chopra and other models at Tata DOCOMO Promotional Event at Bangalore


TATA DOCOMO the GSM Service of Tata Teleservices (Maharashtra) Limited today announced the launch of its service in Mumbai, Maharashtra and Goa telecom circle also announced the brand theme for its GSM Mobile service “Inspiring people to do” and unveiled the “Do-ers” who embody and champion this.

Tata Docomo brand promotion in Mumbai by Bus, steered by VJ Ranvijay, Pantaloons Femina Miss Indias Pooja Chopa (World'09), Mount Everest conqueror Krushna Patil of Pune,Shriya Kishore (Earth 09) and Collection G Miss Golden Heart Ishita Sarkar

Tata DoCoMo Bus with VJ Ranvijay, Pooja Chopa (World'09),Krushna Patil,Shriya Kishore, Ishita Sarkar

Ms. Pooja Chopra, Femina Miss India World 2009, and Ms. Krushnaa Patil, the youngest Maharashtrian girl to conquer Mount Everest, are DO-ERs in their own right. These young achievers are personifications of the TATA DOCOMO brand philosophy


Overall and rating out of 5: overall service is average and rating 2.5 out of 5

When we think of tata , we think of the traditional Indian company which makes everything from salt to trucks.

Of course, they are also one of the major telecom players in the Indian market.

Tata is now offering both GSM and CDMA based mobile services in the market.

Their GSM operations are branded tata docomo. The company has been working extra hard to ensure that they are a step ahead of the competition.

And they have been doing well in terms of social marketing. Tata docomo has an account on Twitter which they use pretty actively to answer user questions. The responses are precise and friendly. These kinds of small initiatives go a long way in terms of customer satisfaction.



· The Marketing Management Book by Mr.Rajan Saxena

· Marketing Management by Philip Kotler