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Tata Teleservices sheds ‘Indicom’ in favour of ‘Docomo’

To migrate Tata Indicom customers to Tata Docomo from today; to adopt a new integrated go-to-market approach

Neha Saraiya, | Delhi | October 20, 2011

As part of its growth strategy to capture the increasing telecom opportunities, Tata Teleservices has adopted an integrated technology agnostic business approach. The company will reach out to its consumers with a common brand name, Tata Docomo, and shift Tata Indicom users to the Docomo network from today.

The strategic move is aimed at elevating the company’s previous brand positioning of ‘only telecom’ to continuous access, relevant content and differentiated solutions for its customers.

In sync with its new strategy, the company has consolidated all its organisational assets including spectrum, retail touchpoints, digital footprint and consumer franchises across technology platforms under a single brand, Tata Docomo.

Explaining the rationale behind the move, Deepak Gulati, Executive President, Mobility Business, Tata Teleservices, explained, “This is the birth of Telecom 2.0.”

He explained, “The new business approach gives TTL new strategic direction in the access,cContent and solutions spaces, enabling the company to offer compelling propositions to customers in a market that has been witnessing far-reaching changes in terms of usage trends and customer preferences. The growth of Internet usage on phones, the arrival of smartphones, and the explosion in networking among consumers have all led to a fundamental shift in the role of the mobile phone in everyone’s life. We believe the phone is no longer just for talking; it holds the potential to impact lifestyles, even transform lives. Our new strategy will unify our brands and unlock the synergies across the CDMA, GSM and 3G platforms.”

Besides a common brand name, TTL has also tweaked its marketing strategy wherein the company will adopt a new integrated go-to-market approach—across the sales, marketing and customer service domains. For instance, the company’s 3,000-plus-strong CDMA retail presence will now cater to GSM also. Similarly, Tata Photon’s strong post-pay channel will become an asset for GSM, and GSM’s strong digital marketing footprint will become a channel for Tata Photon.

It has also launched a new high-speed mobile broadband access product, Photon Max, on the CDMA platform.

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