afaqs!

MTS engages customers on wheels

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | July 19, 2010
The company has launched a month-long customer engagement programme, wherein an air-conditioned bus will travel through West Bengal, giving customers access to MTS' products and services

MTS, the mobile telephony brand from Sistema Shyam Teleservices (SSTL), has launched an on-ground initiative, MTS on Wheels, to engage its customers. The month-long initiative has been designed to take telephony services to the customers' doorstep.

& #BANNER1 & #The activity is targeted at the company's existing customers in SEC A and B for data, and SEC A, B and C for voice products.

MTS on Wheels is an air-conditioned bus, which houses all the facilities available to customers at MTS branded retail outlets across the country. The vehicle is being handled by four to six personnel. Different zones have been created inside the vehicle, such as instant activation zone, instant recharge zone, display zone, VAS zone, data product zone, customer service zone and play and win zone. Each zone addresses related customer requirements.

For instance, the facilities provided by the instant activation zone would include instant activation of SIMs, instant clicking of passport-size photographs and photocopying of proof of address.

"These zones have been created so that customers can walk in and get a feel of handsets, data and voice products. Since we have already crossed a million subscribers, the motive behind the activity is to deliver customer satisfaction," says Keshhav Tiwary, chief operating officer, Kolkata & West Bengal, Sistema Shyam TeleServices says,.

Beginning from Kolkata, the bus will complete its journey in Burdwan by August 2010. During this period, it will travel through 35-40 towns of West Bengal, addressing customers needs related to voice and data services.

The company is using its existing customer base to promote the activity through targeted SMSes. These SMSes are being sent to the subscribers in a specific area, which the vehicle would visit on a particular date.

The company roughly spends about 25-30 per cent of its overall marketing budget towards BTL activities, while the rest goes towards ATL activities.

SSTL is a JV between the Russia-based Sistema and Shyam Group of India. The company has been allocated spectrum to provide mobile telephony services in all the 22 circles of the country.

MTS has secured 5 million subscribers in the telecom circles of Kolkata, West Bengal and Sikkim, Rajasthan, Chennai and Tamil Nadu, Kerala, Bihar and Jharkhand, Mumbai, Maharashtra and Goa, Delhi & NCR, Haryana, Karnataka and Andhra Pradesh.