Tata DoCoMo aims to sizzle youth spirit

MUMBAI, INDIA: Tata Tele Services (Maharashtra) Limited (TTML), a day before the official rollout of its GSM service under brand Tata DoCoMo in Mumbai, today announced its brand theme and brand ambassadors.

Tata DoCoMo, TTML's GSM service, is a joint venture between the Tata Group and Japanese telecom major NTT DOCOMO, which happened in November 2008.

Under the brand themes “Inspiring people to do” and “DO-ERs” that stand for youth spirit and determination, the company named Femina Miss India World Pooja Chopra and Krushnaa Patil, the youngest Maharashtrian female climber to conquer Mount Everest, as brand ambassadors.

According to TTML's head of Tata DoCoMo marketing and advisor to managing director Abdul Khan, the concept is to inspire people to do things in life and enable them to live life in better and simple ways.

“Tata DoCoMo is a young and energetic challenger brand, it extols each one of us to believe in our abilities in making our dreams come true. Our brand celebrates the DO-ER spirit of young and believes if you can dream it, you can do it. Pooja Chopra and Krushnaa Patil are living personas of the DO-ER spirit and it is only their unrelenting faith and zeal to re-create boundaries that has seen them emerge as winners,” said Khan.

TTML will officially start its GSM service tomorrow in the Mumbai circle that includes, Mumbai, rest of Maharashtra state and Goa. Already in this circle, the company is offering its CMDA mobile service under Tata Indicom brand.

With this, TTML becomes the eleventh GSM operator in the Mumbai circle, which has about 20.4 million subscriber base as of June 2009. It will be facing strong competition from Vodafone and Reliance and other operators. TTML has invested a major amount for GSM services in the circle with its Rs.1000 crore capex for financial year 2008-09.

“The Mumbai circle is a high crowded circle and we being the eleventh player will face the challenge to do something different in reaching out to the users. We will be offering DoCoMo value-added services (VAS) developed by DoCoMo in India and concept of these VAS will be based on day-to-day activities of people,” said Khan.

Presently, the GSM service will be using the existing TTML infrastructure and networks. Already the Tata DoCoMo GSM services are available down south in states of Andhra Pradesh, Karnataka, Tamil Nadu and Chennai.

“It was the delay in spectrum allocation for the GSM service, which delayed the roll out in Mumbai, however its the fastest service roll out. With the GSM service, TTML completes the full segment right from CDMA mobile services, fixed lined wireless and wireless broadband,” concluded Khan.