Tata's all telecom brands now under Docomo

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | October 20, 2011
Brand Tata DOCOMO will now move into the CDMA space, and all Tata Indicom customers will be migrated to Tata DOCOMO from October 20.

Tata Teleservices Limited's (TTL) CDMA, GSM, 3G and Photon platforms will now be available under the unified brand Tata DOCOMO. This move will help create a single-point brand interface for the users of its services.

Brand Tata DOCOMO will now move into the CDMA space, and all Tata Indicom customers will be migrated to Tata DOCOMO from October 20.

Speaking about the integration of the CDMA business, earlier called Tata Indicom, into Tata DOCOMO, Gurinder Singh Sandhu, head, marketing, Tata DOCOMO, tells afaqs!, that consumers do not buy into the bytes that a CDMA or a GSM service offers, but buy into the benefits.

The company also unveiled an integrated business approach of 'access, content and solutions.' This will bring in the full might of TTL's telecom experience to customers through an elevation in the promise from 'only telecom' to seamless 'Access', relevant 'Content' and differentiated 'Solutions'.

Talking about adopting the name Tata DOCOMO across the entire offering of TTL, Sandhu says, "DOCOMO is a highly successful brand." He mentions how a brand's promise needs to be about telecom, along with the need for innovation.

The migration of services to the unified Tata DOCOMO brand will happen in Delhi and NCR at a later date. The company claims that this move will not impact TTL's Indicom, Photon and Walky consumers in Delhi, as they will continue to get the same quality of service as in the past.

Under the new integration, Walky will now be called Tata DOCOMO Walky, and Tata Photon will be Tata DOCOMO Photon.

A high intensity campaign to pronounce the new amalgamation of businesses will follow the announcement. It has been created by Draftfcb Ulka and the media mandate is managed by Lodestar UM.

The TV campaign will go on air from today, October 20, backed by print and outdoor. On the digital front, there will be common interface for the entire spectrum of offerings.

In July, the telecommunication arm of the Tata Group had made a decision to merge the CDMA and GSM divisions, raising fears of job cuts in an industry marked by low tariffs and falling profits.

Tata Teleservices Limited also unveiled Photon Max on Tata DOCOMO, the latest addition to its Photon family of high-speed mobile broadband access products on the CDMA platform, which works on the REV.B platform. Tata Photon Max is available in five metropolitan cites -- Mumbai, Kolkata, Delhi, Hyderabad and Chennai, with another 22 key cities across the country, set to be mapped by the end of the year.

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