Tata DoCoMo, the GSM-based mobile service of Tata Teleservices Ltd (TTSL), has chalked out a series of measures to garner subscribers in a highly crowded market like Mumbai. The measures include easy and non-confusing tariffs and a strong VAS portfolio.

The company will be launching its GSM service in Mumbai on Thursday. Tata Teleservices (Maharashtra) Ltd (TTML), which has the licence to operate in Mumbai, Maharashtra and Goa circles, had earlier chalked out a Rs 1,000-crore capex plan for this financial year. “A large part of this capex will be invested in launching the GSM service in our respective circles,” Mukund Rajan, MD, TTML, had earlier told FE. TTML would launch its GSM services in these circles by the end of this month. The company is already offering services in five circles and Mumbai would be its sixth launch circle. It will be the 11th player in the market.

For entering a crowded market like Mumbai, the company sees opportunity, as according to its marketing survey, 75% of subscribers are willing to change their service provider, if they get a better service. Also, with the rest of Maharashtra having a 30% tele-density, Tata DoCoMo is eyeing a large opportunity to grow its market share by acquiring subscribers. However, company officials refused to divulge any figures for the same. “At the moment, we are focusing on the GSM rollout on a pan-India basis in the immediate future. TTSL plans to gradually expand it nationwide,” said NTT DoCoMo in an email response.

The company has differentiated itself in the Indian telecom market by reducing the pulse timing on a per second basis which for other players is on a minute basis. This means that if on other networks a subscriber talks for 20 seconds, one pays for the entire minute, whereas on Tata DoCoMo network he would only pay for 20 seconds. Tata DoCoMo would be leveraging on NTT DoCoMo, its 26% partner, to strengthen its VAS portfolio. As per the company, this would attract more revenues and subscribers.

“We would initially launch Mumbai operations with 3-4 VAS services and going ahead, would leverage on NTT DoCoMo’s VAS capability to make this portfolio stronger. This would be an ongoing process and we would be launching a series of VAS services in the city,” said Abdul Khan, marketing head, Tata DoCoMo.

Ringing loud

• Tata Teleservices (Maharashtra) Ltd has the licence to operate in Mumbai, Maharashtra and Goa circles

• The company chalked out a Rs 1,000-crore capital expenditure plan for the financial year 2009-10

• Unlike other players, Tata DoCoMo pulse timing is determined by the per second basis

• Tata DoCoMo would be leveraging on NTT DoCoMo, its 26% partner, to strengthen its VAS portfolio