...NTT DoCoMo Anjum Attar(2012135) Bidisha Bose(2012139) Chetan Kale(2012140) Malav Kansara(2012150) Pranay Jain(2012161) Praveen Joseph(2012163) Siddharth Chandarana(2012176) Sailing the Blue Ocean • The DoCoMo case deals with a companies quest to sail through the highly competitive market with the help of the market pioneers • As a technology and telecom based industry in a highly evolved and mature market it was inevitable to explore new white spaces • DoCoMo decided to enter the data service provider space and was successful in grabbing the fist movers advantage and the market share. • This was possible with its extensive understanding of the market and novelty of their proposition i-mode ? • Service across a wireless network which enables handheld devices (such as cell phones) to access the Internet • Mobile internet service offered by NTT DoCoMo ▫ Introduced in February 1999 • Extremely popular in Japan and expanding into Europe ▫ As of March 31st, 2002, there are approximately 32,150,000 subscribers (in Japan) Quick Note: Invented by Mari Matsunaga What Can I do With i-mode ? • Web-browsing • Email (the “killer app”) • Chat, Games • Access to information ▫ Transaction Content Money Transfer, Balance Check, Ticket Reservation… ▫ Information Content News updates, sports news, stock quotes… ▫ Database Content Restaurant Guide, Telephone Directory… 1) How would you assess the profitability and attractiveness of the ...
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........................................................................7 8. Brand Positioning .................................................................................................................................................8 9. Marketing Action Program ...................................................................................................................................9 9.1 Pay Per Second Billing ..................................................................................................................................9 9.2 Diet Plan .................................................................................................................................................... 10 9.3 Getting Tata Docomo Post paid connection becomes easier...
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...these sub-brands are endorsed by the parent and yet maintain their own distinguished persona and value proposition in the consumer’s mind. A complete break away from the parent that is the creation of an individual brand would not be possible for Marriott in this case. Primarily because here the consumer is looking for her needs to be met within the universe of Marriott-backed service guarantee. The “endorsement” is necessary. In effect, branding strategies must be guided by, as well as geared towards, achieving a larger goal. Let us consider the examples of telecommunications player Tata DoCoMo and two-wheeler major Bajaj Auto, two brands that have chosen to take completely opposite routes around the same time to illustrate the dos and don’ts of the branding journey. And yet, each has valuable lessons in store for future managers. One versus many The Strategist looks at the recent experiences of TataDoCoMo and Bajaj Auto to check if the textbook assumptions about umbrella versus multiple branding stand true on the ground MASOOM GUPTE he standard view of business growth is that growth is always good, bigger is always better and that companies must grow or die. While every company aspires to grow its business, an expanding business brings with it a host of new risks: too many people, too many locations, too many products and at times, too many brands T to contend with. At least for marketing managers the choice is clear: they have to decide whether they prefer the simplicity...
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...NTT DoCoMo: Marketing i-mode Why was NTT DoCoMo so successful? What is the most critical reason for its success? DoCoMo’s i-mode delivered a service that met the incipient need of a large target group in the market, namely a world wide web-like content service on a mobile phone, and rapid easy messaging; this was the critical driver of its success. Most of their strategic and marketing decisions, such as its choice of content, advertising, pricing, technology and hardware, revolved around appealing to young Japanese customers. Its consistent marketing approach created a service that consumers were previously not able to articulate. The service was a “blue ocean” (Kim & Mauborgne, 2005) - a standalone service that uniquely integrated the most appealing aspects of the internet and mobile communications. The following are the key decisions that supported the success of DoCoMo: Content DoCoMo chose not to control the entire value chain from content to network, but rather involved the work of third-party entrepreneurs to build content. Partners like Bandai (Moon et al., 2002, p.6), Japan’s largest producer of toys and video games, supplied emotionally appealing content for teenagers and young adults. In addition, a centralized and seamless billing structure facilitated payment to content providers by subscribers who valued convenience and who disliked small purchases made with credit cards. This service proved popular; in 2001 around half of i-mode’s customers were subscribing to...
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...Case Study: Tata DOCOMO HELPING TATA DOCOMO WITH THEIR PROCUREMENT TRANSFORMATION INITIATIVE Client: Tata DOCOMO • Industry: Telecommunications Tata Teleservices (TTSL) provides telecommunications services to about 85 million clients in thousands of towns and villages across India. Among its services are mobile and wireline telephone (under the Tata Indicom brand), fixed wireless phones (Walky), public telephone booths, and Internet access (Photon). Founded in 1996, TTSL is a subsidiary of the conglomerate Tata Group. It also provides wireless phone service through a joint venture with Japan-based NTT Docomo. Tata Teleservices Limited launched 3G services for the first time in India, under the brand name Tata DOCOMO. With 3G, Tata DOCOMO redefined the face of telecom in India. Overview Need: Tata Docomo realized that they were losing out due to cumbersome supplier registration and bidding processes. They wanted to automate their business processes and streamline their procurement activities. They had to collaborate better with their 500 suppliers and enable better transparency. Solution: Bristlecone implemented SAP SRM and helped leverage supplier registration, supplier evaluation, bidding and auctioning process, supplier collaboration and SRM analytics. Benefit: Bristlecone helped revamp the procurement processes and automated bidding & auctioning. With the solution, they were able to shift from transactional purchasing to strategic purchasing. Suppliers were provided...
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...Broadband - Tata Photon in 2008 * 2G GSM - Tata DOCOMO in 2009 TTL was the first private telecom company to roll out 3G services in India in November 2010. It took the expertise and technology of its partner NTT DOCOMO and got a favourable advantage in the market. In the case of Task Interdependence it follows the Intensive Technology model which is based on reciprocal tasks. Each person and department in the firm is dependent on each other for the smooth functioning of operations. Wi-Fi Hot Spots Tata Teleservices Ltd. plans to set up 4,000 Wi-Fi hot spots across 9 cities in the country due to the yearly doubling of Smartphone devices over the past few years. It plans to make all 4,000 hot spots operational by the end of February 2016. Since April, 2014 over 1000 hot spots have been set up countrywide. These Wi-Fi services are different from the consumer oriented dongle service under the Tata Photon brand. The services provided are carried to the end customer on the company's existing fibre networks along with those if Tata Communications Ltd. Major locations where one might find these services are T3 international airport terminal in New Delhi, Wankhede cricket stadium in Mumbai, and Domestic Airport in Kolkata. They offer the customer access to a super fast Internet Connection and also a suite of Value Added Services like Global Roaming, Net Telephony, Entertainment, Educational and Business services. Tata Docomo has the distinction of being the only member of the...
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...AIRTEL, VODAFONE, IDEA AND TATA DOCOMO IN SURAT CITY.” I Bhavin A. Vayla student of Navnirman Institute Of Management Surat, doing Marketing Research project on Telecom Network titled “Factors behind Brand Switching in Telecom Industry in Surat city.” Hence I would be grateful if you would spare your valuable time and co-operate by answering few questions to the best of your knowledge. I assure you that the information collected will be used for academic purpose only. 1) Do you use Telecom service? Yes. No. 2) Do you usually change your telecom network brand? 1 2 3 4 5 Strongly Agree Neutral Disagree Strongly Agree Disagree 3) Where do you look for information before switching your telecom network brand? In Stores. Internet. Television. Hoardings. Word of Mouth. Other . 4) What influences you to go for a particular Telecom network brand? Network Operator’s Office. Someone recently bought the same. Someone already used or using it. Can’t say. No influence. 5) Are you aware about the portability system of Telecom network? Yes. No. 6) Have you switched over your telecom network brand in last 1 year? Yes. No. 7) If yes, did portability system helped you in that case? 1 ...
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...Complaint Against: Tata Docomo I'm using tata docomo postpaid connection for last one year. In my bill dated on 25-Nov-2012, I got huge bill amount above my limit. I have complained 'N' number of times to tata docomo customer care but the issue is not resolved till date. I have not activated ISD call in my account but customer care executives say that it has been activated on 7th of November 2012. I would like to know by what source I have confirmed ISD call activation. I have not given any written request for activation. I have also not paid any deposit amount which is mandatory for ISD activation. My Number is blocked by Tata Docomo customer care Mr.Arun Raj, January 2013 Solution:After CAI's intervention, waiver posted and the number has been restored ------------------------------------------------------------------------------------- Complaint Against: Tata Indicom Termination of Tata Indicom landline. Non refund of security deposit of Rs.1000/- I had sent a written request to their office in Royapettah, for immediate refund of Rs.1000/-. They have only recorded the request under Sr. no 307984311 but nothing has happened till date. I seek the forum's help for recovery of my deposit of Rs.1000/- from Tata Indicom. Mr.Natarajan, January 2013 Solution:After CAI's intervention, the Complainant received a refund cheque for Rs.1018 from Tata Indicom. ------------------------------------------------------------------------------------- Complaint Against:...
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...INTERNSHIP REPORT I On “Standards and Effects of Employee Satisfaction At Axiata Limited” A NTERNSHIP xiata INTERNSHIP REPORT ON “Standards and effects of Employee Satisfaction At Axiata Limited” SUBMITTED TO: Ms. Syeda Shaharbanu Shahbazi Senior Lecturer BRAC Business School BRAC University SUBMITTED BY: Sabrina Nasser Lya BRAC Business School ID: 06204008 BRAC University Date of Submission: December 07, 2010 Date: Decemember 07 2010 Ms. Syeda Shaharbanu Shahbazi Senior Lecturer BRAC Business School BRAC University Subject: Submission of Internship Report Dear Madam, I am hereby submitting my Internship Report, which is a part of the BBA Program curriculum. It is great achievement to work under your active supervision. This report is based on, “Standards And Effects of Employee Satisfcation At Robi Axiata Limited”. I have got the opportunity to work in Robi Axiata Limited in “Implementation Department” under Technology Division for twelve weeks, under the supervision of Mr. Mahmud Hasan Faruquee, Manager SPI, Technical Division. This project gave me both academic and practical exposures. First of all I learned about the organizational culture of a prominent Telecommunication organization of the country. Secondly, the project gave me the opportunity to develop a network with the corporate environment. I shall be highly obliged if you are kind enough to receive this report and provide your valuable judgment. It would be my immense pleasure if you find...
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...Ziasmin Akter (Std. ID: 20113286) Content…….. 1. 2. 3. 4. 5. 6. 7. Synopsis of mobile operator in BD Robi Banglalink Citycell Findings Recommendation Q/A Mobile Phone Subscribers in Bangladesh Operators Grameen Phone Ltd. (GP) Active Subscribers(Million) 39.293 Orascom Telecom Bangladesh Limited (Banglalink) 25.490 Robi Axiata Limited (Robi) Airtel Bangladesh Limited (Airtel) Pacific Bangladesh Telecom Limited (Citycell) Teletalk Bangladesh Ltd. (Teletalk) Total 19.211 6.734 1.699 1.358 93.788 Source: BRTA Website Company Overview ROBI… Axiata (Bangladesh) Limited is a dynamic and leading countrywide GSM communication solution provider It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Company Overview ROBI Cont. On 28th March, 2010 the company started its new journey with the brand name Robi. It has the widest International Roaming coverage in Bangladesh connecting 553 operators across 207 countries. Compensation plan of ROBI Salary & Benefit Monthly salary is transferred to employees bank account on 25th of each month Employee receives a monthly pay statement which shows the deductions as; income tax and provident fund Allowances : includes House rent Medical Conveyance Festival Bonus: Eid/ Cristmas equal to basic salary Salary Review : Periodically with consistent with the living standard and competitive salary...
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...Salaried * Professional * Others 5. marital status: * married * unmarried 6. would you say is cellular network is needed? * Yes * No 7. which mobile connection do you own? * Airtel * Aircel * Both If you answered ”AIRTEL”, then proceed till qn.16 If you answered ”AIRCEL”, then proceed from qn.17 8. How long you are using airtel cellular network? * 2-4 years * 4-6 years * 6-8 years * More than 8 9. Do you know anyone who uses the same network of airtel as you do? * Yes * No If no, then please specify the name of other network that they make use of? * Vodafone * BSNL * Idea * Tata docomo * Reliance * Others 10 . How will you differentiate your own airtel network with others? Because it provides * Connectivity * Tariff rates * Call drops * Network coverage * Customer service 11. Will you change your airtel cellular network in future? * Yes * No * If yes, state the reason…………………………………………………. 12. What do you think about the assurance/service given by the airtel network. Specify by providing your opinion according to the parameters given below. * Strongly agree * Agree * Neutral * Disagree * Strongly disagree 13. How much amount of money you spend per month to access airtel networks? * Rs.10-50 * Rs.50-100 * Rs.100-200 * Rs.200-500 ...
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...Tata Teleservices Limited - Strategic SWOT Analysis Review Summary Tata Teleservices Ltd. (TTL), a part of Tata Group, is engaged in providing telecommunication services to its customers in India. The company offers CDMA and GSM mobile, public booth telephony, wireline services, and wireless desktop phones and data cards. It also provides post-paid Internet, voice portal, roaming, 3-way conferencing, Wi-Fi Internet, group calling, USB modem, calling card, enterprise services, picture messaging, polyphonic ring tones, and news, cricket, and astrology information. TTL provides its services across India's 22 telecom circles by offering communication services for farmers to operate irrigation pumps from remote locations, and person-to-person mobile money transfer services, and operates an online channel. Its key brands include Virgin Mobile, Walky the Photon, and T24. The company is headquartered in Mumbai, Maharashtra, India. GlobalData’s Tata Teleservices Limited - Strategic SWOT Analysis Review provides a comprehensive insight into the company’s history, corporate strategy, business structure and operations. The report contains a detailed SWOT analysis information on the company’s key employees, key competitors and major products and services. This up-to-the-minute company report will help you to formulate strategies to drive your business by enabling you to understand your partners, customers and competitors better. Scope - Business description – A detailed description...
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...Tata Teleservices Integrates all its services under Tata Docomo : Tata Teleservices Integrates all its services under Tata Docomo Presented By: Sanyog Chaturvedi 1 Contents: Contents Umbrella Branding Tata Teleservices Tata Docomo Indian Telecom Industry SWOT Analysis Effect Of the Merger 2 Umbrella Branding: Umbrella Branding An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity. There are often economies of scope associated with umbrella branding since multiple products can be efficiently promoted with a single advertisement or campaign. 3 Cont……….: Cont………. Umbrella branding facilitates new product introductions by providing a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages. Umbrella branding imposes on the brand owner a greater burden to maintain consistent quality. A good example is AMUL - Amul Butter, Amul Cheese, Amul Milk, Amul Icecream , Amul Chocolates etc 4 Benefits: Benefits Brand image of parent brand acts as a differentiating factor for product in extremely competitive market. Extra cost of Brand creation is not required. Umbrella branding help to create dependent perception about product as parent Brand. Umbrella branding helps to give positioning to product. Advertising and promotional efforts...
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...|Future Group | |Profiling & evaluation of T24 mobile services in Kolkata with way forward to improve productivity in revenue, number of customers & services | |offered | | | | | | | | | | | SUBMITTED BY Dipayan Datta DECLARATION I Dipayan Datta a student of Asia-Pacific Institute of Management, New Delhi did my Summer Internship program at Pantaloons Retail India Ltd, Kolkata. This report is an authentic work of mine and has not been submitted anywhere before for any...
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...and cross-skilled team spanning across the US, UK, Japan, Korea and India. Reliance Games' portfolio presently includes more than 600 games for over 2000 devices across various operating system like the iOS, Android, Windows, Java & Symbian. Its current roster of hit games includes After Earth the mobile game, Real Steel, Total Recall, F1 2011 among others. On the Nokia store alone, the collective Reliance Games titles have surpassed over 200 million downloads. Distributed across the US, Europe, South Africa, Australia, the Middle East, and Asia, Reliance Games’ content can be accessed through 80 leading networks across 40 countries as well as global AppStores. The content is available on leading networks like Airtel, Vodafone, BSNL, TATA Docomo, M1, MTNL, Dialog Telekom, Reliance Mobile World, Telstra, Tele2, TIM, O2, Virgin Mobile, KPN, Telia, 3, Telefonica, Optimus, and Telenor. Key Duties and Responsibilities • Run "game as service" business with these titles and ensure their success. • Maximize titles' engagement, virality, enjoyment, and monetization. • Use a strong quantitative background to balance the math in new feature design and manage virtual economies. • Work with the marketing team on the development and implementation of go-to-market strategies, ensuring successful launch execution and clear consumer messaging of key product roll-outs. • Work to continuously improve/promote offerings and optimize response/ROI Minimum Qualifications ...
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