labels: Telecom, Brand Dossier, Marketing
Tata launches GSM service with NTT DoCoMo news
24 June 2009

New Delhi: TataDoCoMo, the GSM brand of Tata Teleservices Limited, today announced the commercial launch of the operations of its 3G-ready network in India, beginning with Chennai and Tamil Nadu.

While the South Indian circles would go 'live' in a fortnight, the pan-India service rollout will be completed this year, the company said. It also said it would invest $2 billion on its pan-India GSM network rollout.

Tata Teleservices said NTT DoCoMo had 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.

''The value proposition offered by Tata-DoCoMo is a unique and revolutionary idea, which symbolises the spirit of innovation and inventive genius," said Ratan Tata, chairman, Tata Sons, in a message at the launch press conference.

Tata DoCoMo also announced the introduction of the pay-as-you-use model for many of its value-added services, including all its voice portals, 24-hour music, cricket commentary and voice chat. It will also provide free missed call alerts service. In addition, it will provide free voice mail for subscribers with no burden of monthly rentals, deposits or retrieval charges.

Tata said, "The launch of pay-per-use, per-second concept offered by Tata-DoCoMo will create a paradigm shift in the overall telecom experience for the customer and provide a service that is refreshingly different.''

Anil Sardana, managing director Tata Teleservices said, ''Our 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. 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, Toshinari Kunieda, senior vice president and managing director, global business division, NTT DoCoMo, said, "Progressively, NTT DoCoMo shall bring to India the various products and services that we offer in Japan and many other countries - such as i-mode, location-based services (LBS) and mobile payment - and give Tata DoCoMo customers a flavour 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 the pricing and customisation options, Deepak Gulati, president, Tata DoCoMo, said, ''In a market that is cluttered with many operators and throws up confusing options, we will offer 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, 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 775 towns and 4,370 villages makes our network footprint the largest among all telecom operators in Tamil Nadu, at the time of launch,'' Yatish Mehrotra, Tata DoCoMo's hub-head for South India, said. ''Tata DoCoMo promises to make everyday life simple and more enjoyable for its subscribers by delivering useful new products and simply, trustworthy and transparent services. Tata DoCoMo products will be available in nearly 20,000 outlets very shortly,'' he added.

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Tata launches GSM service with NTT DoCoMo