Scribd
Upload
114 views2 pages

Tata Docomo

Tata Docomo was a joint venture between Tata Group and NTT Docomo of Japan that operated in India from 2008-2014. NTT Docomo invested $2.7 billion for a 26.5% stake in Tata Teleservices in 2008. Together they launched GSM services under the Tata Docomo brand in 2009. Tata Docomo became popular for its per second billing plans and had about 49 million subscribers by 2017. In 2017, Bharti Airtel acquired Tata Docomo which had around 17 million remaining subscribers at that time, bringing the joint venture between Tata and Docomo to an end.

Uploaded by

Yuvraj Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
114 views2 pages

Tata Docomo

Tata Docomo was a joint venture between Tata Group and NTT Docomo of Japan that operated in India from 2008-2014. NTT Docomo invested $2.7 billion for a 26.5% stake in Tata Teleservices in 2008. Together they launched GSM services under the Tata Docomo brand in 2009. Tata Docomo became popular for its per second billing plans and had about 49 million subscribers by 2017. In 2017, Bharti Airtel acquired Tata Docomo which had around 17 million remaining subscribers at that time, bringing the joint venture between Tata and Docomo to an end.

Uploaded by

Yuvraj Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

TATA DOCOMO

About TATA DOCOMO

Tata Docomo was a subsidiary of the Tata Group, an Indian conglomerate. The company received the
license to operate GSM services in nineteen telecom circles and was allotted spectrum in eighteen of
these circles. It launched GSM services on June 24, 2009. It began operations first in South India and
currently operates GSM services in eighteen of twenty-two telecom circles. It has licenses to operate in
Delhi but has not been allocated spectrum by the government. Docomo provides services throughout
India. Tata Docomo offers both prepaid and postpaid cellular phone services. It has become very
popular with its one-second pulse, especially in semi-urban and rural areas.

In November 2008, NTT Docomo invested Rs 12,740 crore in Tata Teleservices, at Rs 117, for a 26.5%
stake in the latter. In March 2009, Docomo, TTSL, and Tata Sons signed a shareholder agreement for the
business alliance. In March 2009, Docomo acquired 27.31% of Tata Teleservices for Rs 12,924 crore and
20.25% of Tata Teleservices (Maharashtra) Ltd., the listed arm of TTSL, for Rs 949 crore. Overall, Docomo
holds 26.5% of Tata Teleservices.

On November 5, 2010, Tata Docomo became the first private sector telecom company to launch
3G services in India. Tata Docomo had about 49 million users at the end of March 2017.

In April 2011, Tata Docomo signed Bollywood actor Ranbir Kapoor as its brand ambassador on a three-
year contract, now the contract is expired. For the southern states of Tamil Nadu and Andhra Pradesh
actors Vijay and Ram Charan are the brand ambassadors, respectively.

In October 2017, Bharti Airtel announced its acquisition of Tata Docomo, which had roughly 17 million
subscribers.

Services Offered By TATA DOCOMO

• Mobile Telephony
• Wireless Internet
• Internet Services

Nature of joint venture between TATA and DOCOMO

In late 2008, India-based CDMA operator, Tata Teleservices Limited (Tata Teleservices) and Japan-based
telecom operator NTT DoCoMo (DoCoMo) entered into a joint venture (JV) in India. Subsequently, in
June 2009, the two companies unveiled their new brand identity for offering GSM services in India - Tata
DoCoMo. With this JV, Tata Teleservices got a presence in the GSM market while DoCoMo got the
opportunity to tap the tremendous potential offered by the Indian telecom sector.
On June 10, 2009, Tata Teleservices Limited (Tata Teleservices), a CDMA mobile service provider in India,
and NTT DoCoMo Inc. (DoCoMo), a Japan-based mobile phone operator, unveiled a new brand identity
for their GSM service - Tata DoCoMo. The new branding followed months after the joint venture (JV)
was formed between the two companies in November 2008. Commenting on the new brand identity,
Anil Sardana (Sardana), Managing Director of Tata Teleservices said, "TATA DOCOMO is a natural choice
of GSM brand-name for us, since it will provide customers a dual advantage-trusted service from the
House of Tata, riding on the technological superiority of NTT DOCOMO."...

TATA DOCOMO Marketing Strategy How Its Launch In India.

When Tata DoCoMo launched its operations on June 24, 2009 in Chennai, its unique selling proposition
was the one-paisa-per-second billing plan for telephone calls. Anil Sardana, who was then managing
director at TTL, made the first phone call under the new tariff system that day to then telecom minister
Andimuthu Raja. Ratan Tata, Tata Group's chairman at the time, said at the launch that the per-second
tariff plan "will create a paradigm shift" for phone users. And indeed, it did.

For How Many Years The Joint Venture Existed

From 2008 to 2014 (6 Years)

You might also like