Retailers to gain from Gen-Y's reliance on smartphones, says Tata Docomo

BANGALORE, INDIA: According to Tata Docomo, the unified telecom brand of Tata Teleservices, India’s retailers are uniquely positioned to benefit from Generation Y’s dependence on mobile communication.

Tata Docomo has launched ‘Club Premier’ scheme, through which post-pay channel partners will be incentivized and rewarded according to their level of performance – Silver, Gold and Platinum – each corresponding to a distinct level of benefit and bonus.  These range from monetary, exclusivity and priority entitlements to offsite trainings, national meets with the leadership team of Tata Docomo, and international conferences.

“Our channel partners are key to our business ecosystem and play an important role as customer-facing representatives of our brand. ‘Club Premier’ is one of the largest and most engaging programs we have initiated to build a strong association with them.  With Gen Y continuing to find new and compelling ways to communicate via mobiles, our aim is to ensure that our reseller community is best placed to address their appetite,” said Elango Thambiah, Head – Mobility, Tata Teleservices Limited.

India ranks ahead of the rest of the world when it comes to Gen Y’s reliance on technology and smart devices. According to research 70 percent of Indian millennials compulsively check their smartphones for updates compared to 60 percent globally; of those, 42 percent said they would feel anxious if they couldn't check their smartphones and 71 percent wish they didn’t feel so compelled, but they like to stay connected. 96 percent Indian millennials, who have smartphones, systematically check for updates as a part of the morning routine; in short, they would literally feel underdressed leaving the house without it! said he.

Tata Docomo's current television campaign ‘Open Up’4 reflects the exact theme; the millennial generation’s obsession with sharing and recognition and the all-important ‘like’ on Facebook.  For India’s millennials, sharing has become existential; nothing counts until it is liked or retweeted.  And our Club Premier channel partners are ideally situated to benefit from this trend.

Club Premier partners would further enjoy a distinct and differentiated brand identity with their entire customer-facing BTL and other paraphernalia getting specially branded by Tata Docomo.