TATA DOCOMO, is a GSM based cellular operator in India It offers both prepaid and postpaid GSM cellular phone with presence in 5 circles including Andhra Pradesh, Orissa, Karnataka, Kerala and Tamil Nadu. It was formed in 2008 as an alliance between Tata Teleservices and NTT DoCoMo and set to roll out its services in 18 circles shortly. NTT DoCoMo holds 26 % stake in the jointly formed company. It has also emerged as the first mobile operator in India to have ‘per second’ pulse.
TATA DOCOMO has singled out consumer satisfaction as its main priority. At the same time its aim has not been to be viewed in the eyes of the consumer as a regular, “run-of-the-mill” brand. Thus it has visibly allocated additional attention on product differentiation and subsequently it has been successful in giving itself a very young, energetic and vibrant brand image.
Some extra key features that set TATA DOCOMO apart from its counterparts are the stress on quality VAS such as ‘free missed call alerts’, ‘a free voice mail service’, ‘a savings alert after every call’, ‘the option to customize your own post paid plan’, ‘pre-activated STD, ISD and National Roaming without rental’ and many more.