Tata Docomo Case Study

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Company Activities TATA Docomo is Tata Teleservices Limited’s (TTSL) Telecom services on the GSM platform arising out of the TATA group’s alliance with Japanese telecom NTT Docomo. Tata Telecom Services (TTSL) is the pioneer of CDMA1x technology platform in India. The company has earmarked an investment of $2 billion on its pan-India GSM network rollout. This new pricing strategy changed the rules of GSM game, which was dominated by Airtel and Vodafone. Tata Docomo launched its first mobile handset in September 2010. It offers its GSM based services in 16 circles out of 22 circles in India. Over the years, technologists at Docomo have set the industry limits on technologies like 3G, and also products and services like i-mode TM, mobile payment…show more content…
the allowing of users to have unrestricted and unlimited usage of their favourite websites on mobile without any surplus charges. Docomo is a strong player in the VAS (Value Added Services) space, both in terms of services and handset design, particularly integrating services at the platform stage. Major activities done by the company to enhance customer retention and customer delight are - By introducing schemes like per second calling plan, per character SMS charge plan, full talk time recharges, night packs for various cities, etc. The innovative feature of doorstep query solving incorporated by Docomo for their postpaid customers was another landmark service. The cheaper prices and the honest bundling up of services was something that Docomo mastered in. Tata Docomo has gathered significant market share, owing to its pricing strategy. Towards future, Tata Docomo are looking at Digital Disruption as the key to business transformation and planning around the technologies powering activities such as Internet of Things, Location Based Services, M2M solutions, Mobile Device Management and many…show more content…
- Mergers & Acquisitions in telecom sector are giving to new entrants like Bharti-Zain, Uninor-Unitech, Aircel- Maxis,etc Factors that limit entrance - High brand loyalty can be achieved by providing uninterrupted quality of service pan India - High fixed cost and difficult access to finance - Due to the fierce competition in the telecom industry, there exists a heavy price war due to which the tariffs are already comparatively lower. - Government restrictions in forms of policies and other laws The threat of new entrants is Moderate in the industry. To sustain in the market, it is imperative for Tata Docomo to innovate and propose newer, more holistic services where sufficient value is added to the customers and thereby retaining their loyalty. Else, they will be a target for the price war themselves. Force 2- Threat of Substitutes The services provided by Telecom industry are GSM, Internet, VOIP, CDMA mobile, Wire line, Broadband, Carriers, VSAT, MPLS- VPN etc. - The major substitute possibility in this space can be Online Chat, Emails, Voice over IP, Satellite phones
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