History Tata DoCoMo

1 history

1.1 virgin mobile india

1.1.1 marketing


1.2 rebranding
1.3 ntt docomo exit

history

tata docomo part of indian conglomerate tata group. company received license operate gsm services in nineteen telecom circles , allotted spectrum in eighteen of these circles , launched gsm services on 24 june 2009. began operations first in south india , operates gsm services in eighteen of twenty 2 telecom circles. has licences operate in delhi has not been allocated spectrum government. docomo provides services throughout india. tata docomo offers both prepaid , postpaid cellular phone services. has become popular one-second pulse in semi-urban , rural areas. on 12 october 2017 tata docomo acquired bharti airtel , subject regulatory obligations.

in november 2008, ntt docomo invested ₹12,740 crore (equivalent ₹220 billion or us$3.5 billion in 2016) in tata teleservices, @ ₹117 (equivalent ₹210 or us$3.20 in 2016) share 26.5% stake in latter. docomo, ttsl , tata sons had in march 2009 signed shareholder agreement business alliance. in march 2009, docomo acquired 27.31% in tata teleservices rs 12,924 crore , 20.25% in tata teleservices (maharashtra) ltd, listed arm of ttsl, ₹949 crore. overall, docomo holds 26.5% in tata teleservices.

on 5 november 2010, tata docomo became first private sector telecom company launch 3g services in india. tata docomo had 49.0 million users @ end of march 2017.

in april 2011, tata docomo signed bollywood actor ranbir kapoor brand ambassador on three-year contract, contract expired. southern states of tamil nadu , andhra pradesh, actors vijay , ram charan teja brand ambassadors respectively.

virgin mobile india

virgin mobile india limited cellular telephone service provider company, operated joint venture between tata teleservices , richard branson s virgin group. company used tata s cdma , gsm networks offer services under brand name virgin mobile, , started gsm services in states. virgin mobile branded services offered indian consumers tata teleservices through brand franchise virgin mobile. virgin mobile india provided tata teleservices experience , expertise in designing, marketing , servicing of virgin mobile branded products youth segment. virgin mobile marketed prepaid , postpaid on both gsm cdma, , offered wireless services under brand name datamax.

virgin mobile india s first national youth-focused mobile service, on 45,00,000 outlets reaching on 3,20,00000 cities, towns , villages across india.

it ranked no. 1 customer satisfaction within first year of launch overall score of on 95%. judged buzziest brands of 2009 i.e. searched brands surfers, in survey carried out leading online portal in india.

marketing

virgin mobile refreshed campaign starting channel on youtube called indianpangaleague. since inception of campaign, youtube has logged on 610,975 views, around 20,893 channel views , more 300 subscribers. signed on actor ranbir kapoor brand ambassador. came yoyo tariff allowed friends keep calls between them free getting ₹0.1 incoming , paying ₹0.1 outgoing. campaign created bates 141. gained huge response virgin mobile service provider paid incoming calls.

in late 2009 virgin mobile india started relying on manned kiosks alternate channels sales , branding. endeavour improve customer service , attract more customers know virgin mobile’s latest offers , deals. thus, virgin mobile india chose pilot unmanned kiosks , evaluate success of pilot saving costs , attract subscribers interact virgin mobile applications, buy recharge coupons, download freebies , paid value added services (vas) content wallpaper , ringtones. virgin mobile india provide 2g data edge services.

rebranding

on 20 october 2011, tata group brought brands – indicom (cdma), tata docomo (gsm), walky (fixed wireless phone), photon, internet – under tata docomo name. subscribers these services migrated docomo brand on 20 october 2011. in 2015, virgin mobile - other brand under tata group merged tata docomo. t24 mobile not part of rebranding , continue retain names.

ntt docomo exit

according agreement between tata group , ntt docomo, latter had right sell stake if tata docomo missed performance targets, tata getting right of first refusal. on 25 april 2014, ntt docomo had announced sell of shares in tata docomo , exit indian telecom industry had incurred total loss of $1.3 billion. under joint venture agreement between 2 groups, ntt docomo either increase stake 26.5% 51%, or sell of shares, depending on performance of tata docomo in indian market.

since tata unable find buyer shares, sought approval of rbi, in november 2014, buy shares ntt docomo $1.1 billion (at ₹58.045 per share), half price paid them in 2009. rbi had approved deal in january 2015, however, went on decision , rejected deal in march 2015, citing fema regulations. following rbi decision, tata group offered purchase docomo s stake @ ₹23.34 share on basis of fair market value determined on 30 june 2014 pwc. ntt docomo moved london court of international arbitration seeking valuation of ₹58 share.

on 28 february 2017, tata , ntt docomo resolved dispute, after former announced pay latter us$1.18 billion in exchange ntt docomo s shares in joint venture. on 31st october, $1.27 billion paid ntt docomo tata sons, ending dispute.