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BW Businessworld

Under One Brand

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Tata Teleservices Ltd on Wednesday brought in all technologies it uses to offer telecom services under one brand in a move that is expected to prop up the company's sagging fortunes in the telecom sector.

The company will offer mobile, fixed line and broadband under Tata DOCOMO brand. The company with 90.1 million subscribers from all its telecom services is behind, major operators like Bharti with more than 180 million, Reliance Communications (about 150 million), Vodafone (110 million).

Tata DOCOMO hopes that the new brand will be able to not only attract new customers but also improve its average revenues per user (ARPU). The strategy is to capture emerging telecom opportunities in broadband using an integrated technology-agnostic business approach.

From Wednesday, all its Tata Indicom customers will migrate to Tata DOCOMO. But the migration of services to the unified Tata Docomo brand will happen in Delhi-NCR at a later date. This 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.

The company also paraded it network equipment supplier Huawei and handset partner, Samsung, to help position it as the fastest broadband supplier and voice operator, with zero tolerance for quality of service. "We have brought the brands that were not doing well under the number three brand in the country to leverage it," says Deepak Gulati, Executive President, Mobility Business, Tata Teleservices Limited.

Gulati denied that this re-branding has anything to do with its Japanese partner hiking its stake from current 26 per cent. However, sources in the Government said, "You will hear something soon, they do not need an approval, but have informally indicated to us."

DOCOMO is expected to hike its share in TTML to 50 per cent by before end of current financial year. While ‘Virgin' will remain as it is. "It does not belong to us," says Gulati.

The company under this new brand will offer a host of new and innovative solutions and services. As part of the new strategy, TTL is integrating the many different market opportunities and empowering the customer—with a single-point brand interface for a seamless user experience.

The company has consolidated all organizational assets—spectrum, retail touch-points, digital footprint and consumer franchises across technology platforms under a single brand, Tata DOCOMO.

Gulati said, it will also make new investments to upgrade its CDMA network to deepen and widen the existing footprint. Along with this it will create a strong consumer-facing organization.

The company 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 and offers fast surfing speeds.