Cellular Services Provided by Docomo

[1]

SUMMER INTERNSHIP PROJECT REPORT
ON
INTERARCH BUILDINGS PVT. LTD


Submitted in partial fulfillment of requirement of Bachelor of Business
Administration (B.B.A) General






BBA IV
th
SEMESTER (B)(EVENING)
BATCH 2012-2015


Submitted to: Ms. Neha Anthwal Submitted by:Amit Kumar Mishra

Name of guide:Ms.Shradha Goyal Name of Student: Amit Kumar Mishra

Designation : Asst. Professor Enrollment no.: 09824501712




JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
KALKAJI


[2]


ACKNOWLEDGEMENTS


A lot of effort has gone into this training report. My thanks are due to many people with
whom I have been closely associated.
I would like all those who have contributed in completing this project. First of all, I
would like to send my sincere thanks to MS. NEHA ANTHWAL for his helpful hand in
the completion of my project.
I would like to thank my entire beloved family & friends for providing me monetary as
well as non – monetary support, as and when required, without which this project would
not have completed on time. Their trust and patience is now coming out in form of this
thesis



















[3]

CONTENTS



Description Page No.
Acknowledgement (i) (i)
Contents with page no. (ii)
List of figures (iii)
Executive Summary 4
Certificate of completion 5
Introduction to topic-Docomo 6
History 14
15
Induction and Training Program 21
Research Methodology 35
Analysis & Interpretation 47
Findings & Inferences 48
Limitations 61
Recommendations and Conclusion 70
Appendices 90
Bibliography 98












[4]


EXECUTIVE SUMMARY



Telecommunication is communication at a distance by technological means,
particularly through electrical signals or electromagnetic waves.


Early telecommunication technologies included visual signals, such
as beacons, smoke signals, semaphore telegraphs, signal flags, and
optical heliographs. Other examples of pre-modern telecommunications include
audio messages such as coded drumbeats, lung-blown horns, and loud whistles.
Electrical and electromagnetic telecommunication technologies
include telegraph, telephone, and teleprinter, networks, radio, microwave
transmission, fiber optics, communications satellites and the Internet. A terrestrial
radio-based service providing two-way communications by dividing the serving
area into a regular pattern of sub-areas or cells, each with a base station having
a low-power transmitter and receiver. Although cellular radio is primarily a means
of providing mobile telephone service, it is also used to provide data services and
private voice services, and as an alternative to fixed wired telephone service
where this is scarce, such as in developing countries.



[5]


The world's effective capacity to exchange information through two-way
telecommunication networks grew from 281 petabytes of (optimally compressed)
information in 1986, to 471 petabytes in 1993, to 2.2 (optimally
compressed) exabytes in 2000, and to 65 (optimally compressed) exabytes in
2007. This is the informational equivalent of two newspaper pages per person
per day in 1986, and six entire newspapers per person per day by 2007.Given
this growth, telecommunications play an increasingly important role in the world
economy and the global telecommunications industry was about a $4.7 trillion
sector in 2012. The service revenue of the global telecommunications industry
was estimated to be $1.5 trillion in 2010, corresponding to 2.4% of the world‘s
gross domestic product (GDP).
A communications network is a collection of transmitters, receivers,
and communications channels that send messages to one another. Some digital
communications networks contain one or more routers that work together to
transmit information to the correct user. An analog communications network
consists of one or more switches that establish a connection between two or
more users. For both types of network, repeaters may be necessary to amplify or
recreate the signal when it is being transmitted over long distances. This is to
combat attenuation that can render the signal indistinguishable from the
noise. Another advantage of digital systems over analog is that their output is
easier to store in memory.i.e. two voltage states (high and low) are easier to
store than a continuous range of states..
Mobile phones have had a significant impact on telephone networks. Mobile
phone subscriptions now outnumber fixed-line subscriptions in many markets.


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Sales of mobile phones in 2005 totalled 816.6 million with that figure being
almost equally shared amongst the markets of Asia/Pacific (204 m), Western
Europe (164 m), CEMEA (Central Europe, the Middle East and Africa) (153.5 m),
North America (148 m) and Latin America (102 m). In terms of new subscriptions
over the five years from 1999, Africa has outpaced other markets with 58.2%
growth. Increasingly these phones are being serviced by systems where the
voice content is transmitted digitally such as GSM or W-CDMA with many
markets choosing to depreciate analog systems such as AMPS.



There have also been dramatic changes in telephone communication behind the
scenes. Starting with the operation of TAT-8 in 1988, the 1990s saw the
widespread adoption of systems based on optical fibers. The benefit of
communicating with optic fibers is that they offer a drastic increase in data
capacity. TAT-8 itself was able to carry 10 times as many telephone calls as the
last copper cable laid at that time and today's optic fibre cables are able to carry
25 times as many telephone calls as TAT-8. This increase in data capacity is due
to several factors: First, optic fibres are physically much smaller than competing
technologies. Second, they do not suffer from crosstalk which means several
hundred of them can be easily bundled together in a single cable. Lastly,
improvements in multiplexing have led to an exponential growth in the data
capacity of a single fibre.
Assisting communication across many modern optic fibre networks is a protocol
known as Asynchronous Transfer Mode (ATM). The ATM protocol allows for the


[7]

side-by-side data transmission mentioned in the second paragraph. It is suitable
for public telephone networks because it establishes a pathway for data through
the network and associates a traffic contract with that pathway. The traffic
contract is essentially an agreement between the client and the network about
how the network is to handle the data; if the network cannot meet the conditions
of the traffic contract it does not accept the connection. This is important because
telephone calls can negotiate a contract so as to guarantee themselves a
constant bit rate, something that will ensure a caller's voice is not delayed in
parts or cut-off completely.There are competitors to ATM, such as Multiprotocol
Label Switching (MPLS), that perform a similar task and are expected to supplant
ATM in the future.






















[8]




CERTIFICATE OF COMPLETION


I hereby certify that this is my original work and it has never been
submitted elsewhere.






Project Guide: Ms. Neha Anthwal (By Amit Kumar Mishra)
 Faculty

















[9]





CHAPTER I
INTRODUCTION TO THE TOPIC

A cellular network or mobile network is a radio network distributed over land
areas called cells, each served by at least one fixed-location transceiver, known
as a cell site or base station. In a cellular network, each cell uses a different set
of frequencies from neighboring cells, to avoid interference and provide
guaranteed bandwidth within each cell.


When joined together these cells provide radio coverage over a wide geographic
area. This enables a large number of portable transceivers (e.g., mobile
phones, pagers, etc.) to communicate with each other and with fixed transceivers
and telephones anywhere in the network, via base stations, even if some of the
transceivers are moving through more than one cell during transmission.
Cellular networks offer a number of advantages over alternative solutions:
 flexible enough to use the features and functions of almost all public and
private networks.
 increased capacity


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 reduced power use
 larger coverage area
 reduced interference from other signals
An example of a simple non-telephone cellular system is an old taxi drivers' radio
system, in which a taxi company has several transmitters based around a city
that can communicate directly with each other.

FREQUENCY BANDS DIVISION
GSM frequency bands:
GSM frequency bands or frequency ranges are the cellular
frequencies designated the ITU for the operation of GSM mobile phones
Today, most telephones support multiple bands as used in different countries to
facilitate roaming. These are typically referred to as multi-band phones. Dual-
band phones can cover GSM networks in pairs such as 900 and 1,800 MHz
frequencies (Europe, Asia, Australia and Brazil) or 850 and 1900 (North America
and Brazil). European tri-band phones typically cover the 900, 1800 and 1900
bands giving good coverage in Europe and allowing limited use in North America,
while North American tri-band phones utilize 850, 1,800 and 1,900 for
widespread North American service but limited worldwide use. A new addition
has been the quad-band phone, also known as a world phone, supporting all four
major GSM bands, allowing for global use (excluding non-GSM countries such as
Japan or South Korea).
There are also multi-mode phones which can operate on GSM as well as on
other mobile phone systems using other technical standards or proprietary
technologies. Often these phones use multiple frequency bands as well. For
example, one version of the Nokia 6340i GAIT phone sold in North America can
operate on GSM-1900, GSM-850 and legacy TDMA-1900, TDMA-800,
and AMPS-800, making it both multi-mode and multi-band. As a more recent
example the Apple iPhone 5 and iPhone 4S support quad-band GSM at
850/900/1,800/1,900 MHz, quad-band UMTS/HSDPA/HSUPA at


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850/900/1,900/2,100 MHz, and dual-band CDMA EV-DO Rev. A at
800/1,900 MHz, for a total of 'six' different frequencies (though at most four in a
single mode). This allows the same handset to be sold for AT&T
Mobility, Verizon, and Sprint in the U.S. as well as a broad range of GSM carriers
worldwide such as Vodafone, Orange and T-Mobile (Excluding-US), many of
whom offer official unlocking.

UMTS frequency bands:
The UMTS frequency bands are radio frequencies used by third generation
(3G) wireless Universal Mobile Telecommunications System networks. They
were allocated by delegate to the World Administrative Radio
Conference (WARC-92) held in Málaga-Torremolinos, Spain between February
3, 1992 and March 3, 1992. Resolution 212 (Rev.WRC-97), adopted at the World
Radiocommunication Conference held in Geneva, Switzerland in 1997, endorsed
the bands specifically for the International Mobile Telecommunications-2000
(IMT-2000) specification by referring to S5.388, which states "The bands 1,885-
2,025 MHz and 2,110-2,200 MHz are intended for use, on a worldwide basis, by
administrations wishing to implement International Mobile Telecommunications
2000 (IMT-2000). Such use does not preclude the use of these bands by other
services to which they are allocated. The bands should be made available for
IMT-2000 in accordance with Resolution 212 (Rev. WRC-97)." To accommodate
the reality that these initially defined bands were already in use in various regions
of the world, the initial allocation has been amended multiple times to include
other radio frequency bands.



CDMA frequency bands :
Code division multiple access frequency bands (CDMA) is a channel access
method used by various radio communication technologies.


[12]

CDMA is an example of multiple access, which is where several transmitters can
send information simultaneously over a single communication channel. This
allows several users to share a band of frequencies (see bandwidth). To permit
this to be achieved without undue interference between the users CDMA
employs spread-spectrum technology and a special coding scheme (where each
transmitter is assigned a code).
CDMA is used as the access method in many mobile phone standards such
as cdmaOne,CDMA2000 (the 3G evolution of cdmaOne), and WCDMA (the 3G
standard used by GSMcarriers), which are often referred to as simply CDMA.

CHAPTER-II

DOCOMO

About:
DoCoMo is a trademark of the NTT DoCoMo corporation of JAPAN used in its
home market and in India in partnership with Tata Teleservices. It is an acronym
of the phrase "Do communications over the mobile network." Tata DOCOMO is
Tata Teleservices Limited's telecom service on the GSM platform-arising out of
the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO
in November 2008. Tata Teleservices has received a license to operate GSM
telecom services in 19 of India's 22 telecom Circles-and has also been allotted
spectrum in 18 telecom circles. Of these, it has already rolled out services in all
the 18 Circles that it received spectrum in from the Government of India-Tamil
Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai,
Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal,
Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and
Rajasthan.


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Tata DOCOMO has also become the first Indian private operator to launch 3G
services in India, with its recent launch in all the nine telecom Circles where it
bagged the 3G license. In association with its partner NTT DOCOMO, the
Company finds itself suitably positioned to leverage this first-mover advantage.
With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India.
Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in
Japan, the company is the clear market leader, used by nearly 55 per cent of the
country's mobile phone users.

NTT DOCOMO has played a major role in the evolution of mobile
telecommunications through its development of cutting-edge technologies and
services. Over the years, technologists at DOCOMO have defined industry
benchmarks like 3G technology, as also products and services like i-Mode, e-
wallet and a plethora of lifestyle-enhancing applications. Last year itself, while
most of the rest of the industry was only beginning to talk of 4G technology and
its possible applications, DOCOMO had already concluded conducting 4G trials
in physical geographies, not just inside laboratories!

DOCOMO is a global leader in the VAS space, both in terms of services and
handset designs, particularly integrating services at the platform stage. The Tata
Group-NTT DOCOMO partnership will see offerings such as these being
introduced in the Indian market through the Tata DOCOMO brand.

Tata DOCOMO has also set up a ‗Business and Technology Coordination
Council', comprising of senior personnel from both companies. The council is
responsible for the identification of key areas where the two companies will work
together. DOCOMO, the world's leading mobile operator, will work closely with


[14]

the Tata Teleservices Limited management and provide know-how to help the
company develop its GSM business.


 VISION
 Creating a new communications culture
 Expanding its businesses while contributing to the realizing of a rich and
dynamic society.
 Emphasizing and strengthening Docomo‘s existing core business of voice
communication service.
 Assertively promoting mobile multimedia services among the public

 OPPORTUNITIES
 Growth rate of voice service was gradually declining(1997).
 Usage of internet was still in it‘s infancy in Japan (1998)
 Low penetration on PC and Japan‘s commuter population creating
untapped market for wireless technology (1998)
 Growth rate of e-commerce transactions on I-mode (1999)


o THREATS
 Local competitor‘s penetration (KDDI (1987), J-Phone)


[15]

 Foreign player entries (Motorola, 1993)
 Still under threat from KDDI and J-Phone (1997)
 Japan Market was overpowered by Docomo‘s (2000)
 Declining of subscribers base (2000)
 Facing fierce competition from existing player and new entrants in the
japans market(2001)
 Docomo‘s AR continued declining (2002)
 Docomo‘s shareholder wrath (2002)
 KDDI launching CDMA2002 1x (2002)
 Local Taxes Amendment Law by Japanese Government (2003)
 Docomo‘s investment partners request for fresh capital (2003)
 Competitors were increasing their market share rapidly (2003)



 STRENGTHS
o Having inherited the wireless business of NTT (1992)
o Launch their owns handsets (1994)
o Launching Do-Pa Project (1997)
o Launching I-mode (1999)
o Launching FOMA services (2001)
o Launching 2G photo handsets (2002)


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o Launching FOMA handsets with rotating liquid crystal screen and good
battery life, and GPS handset (2003)

 WEAKNESSES
 Taking rental security deposit of their handsets (1992)
 Suffered 16 disruption in I-mode service (2000)
 I-mode couldn‘t succeed on global market due it‘s incompatibility with
other digital transmission standard used worldwide (2000)
 Over confident with their 3G concept and aggressively gain overseas
investment drive (2001)
 Didn‘t complete testing to ensure 100% network quality for their 3G
services (2001)
 FOMA Handsets problem: high prices, variety limited, very short battery
life, insufficient network coverage, crash easily, hacker manipulation
(2001)
 I-mode difficulty adaptation by European market (2001)
 High cost of FOMA services, lack of affordability and difficult to use (2001)

 LONG TERM OBJECTIVES and STRATEGIES
 Emerging as the market leader in Japan (1992)
 Launch their owns handsets (1994)
 Reducing initial subscription fees (1994)
 Eliminating initial subscription fees (1996)
 Launching ―10 Yen Mail Services‖ (1997)
 The need to shift to a higher-level technology, to differentiate its services
from those of its competitor and to sustain its growth in the market (1997)


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 Focusing heavily on R&D to develop advanced 2G wireless product (1997)
 I-mode(1998) Focusing heavily on R&D to develop advanced 2G wireless
product (1997)
 Gave reign to Keiji Enoki to develop I-mode(1998)
 Choose not to rever to I-mode with Internet/Web in its promotional
campaign (1999)
 Docomo‘s business model adopted from AOL‘s packet billing model (1999)
 Adding the value of its customer‘s online purchases to their monthly bill
(1999)
 I-mode services that benefiting Docomo,content providers and customers
(1999).
 Had multiple points of contact with their customers for understanding
customer needs and to provide the solution (1999).
 Announcing global strategy to be a global player giant (early 2000)
 Improving the technology used to avoid disruptions and accommodating
the increasing of subscriber base (2000)
 Being minority stakeholder of Hutchison, KPN Mobile and 3G UK Holding
Company (2000).
 Get over 150,000 subscribers by the end of 2001 (2001)
 Stop overseas investment (2001)
 Banking W-CDMA transmission protocol(2001).
 Acquisitioning 16% of AT&T stakes (2001).
 Offering FOMA handsets subsidies and reduce its profit margin (2001).
 Positioning 3G as an affordable service (2002)
 Improving customers content base (2002)
 Gave reign to Keiji Enoki to develop


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 Focusing on its customer needs.
 Write-off the value of its various other investment (2002)
 Cut-off its executive salaries by 10%-20% for a year (2002)
 FOMA aggressive marketing initiatives (2003)
 Refusing partner request for fresh capital (2003)



TATA DOCOMO
TATA DOCOMO, is an Indian cellular service provider on the GSM, CDMA and
platform-arising out of the strategic joint venture between Tata
Teleservices and NTT Docomo in November 2008. It is the country's sixth largest
operator in terms of subscribers (including both GSM and CDMA). TATA
DOCOMO, is TATA Teleservices Limited's (TTSL) telecom service on the GSM
platform-arising out of the TATA Group's strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. TATA Teleservices has
received a pan-India license to operate GSM telecom services, under the brand
TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles.


[19]






History
TATA DOCOMO is part of the Indian conglomerate Tata Group. The company
received licenses to operate GSM services in nineteen telecom circles and was
allotted spectrum in eighteen of these circles and launched GSM services on 24
June 2009. It began operations first in South India and currently operates GSM
services in eighteen of twenty two telecom circles. It has licences to operate
in Delhi but has not been allocated spectrum from 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.
On 5 November 2010, Tata DOCOMO became the first private sector telecom
company to launch 3G services in India. Tata DOCOMO had about 42.34 million
users at the end of December 2010.
Rebranding
On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM, Walky
(Fixed Wireless Phone), Photon, INTERNET - under the Tata Docomo name. All


[20]

subscribers to these services were migrated to the Docomo brand on 20 October
2011.
[3]
The companies other brands - Virgin Mobile and T24 - are not part of the
rebranding and will retain their names.

Network Coverage
State CDMA 2G 3G
Madhya Pradesh


Maharashtra & Goa


Mumbai


Andhra Pradesh


Bihar & Jharkhand


Gujarat


Haryana


Himachal Pradesh




[21]

Karnataka


Kerala


Kolkata

Orissa

Punjab

Rajasthan

Tamil Nadu

Chennai

Uttar Pradesh (East)

Uttar Pradesh (West)

West Bengal

Assam

North-East



[22]

Tata DoCoMo mobile services are available in the following telecom circles:

With effect from 17 June 2013, Docomo does not offer postpaid services, on both
CDMA and GSM, in Bihar, Rajasthan and West Bengal (except Kolkata).

3G
On 19 May 2010, the 3G spectrum auction in India ended. Tata Docomo paid
6964.29 crores for spectrum in 22 circles. The circles obtained 3G licences in
are Madhya
Pradesh, Gujarat, Haryana, Karnataka, Kerala, Maharashtra & Goa, Punjab, Raj
asthan, and Uttar Pradesh (West).
Jammu and Kashmir

All Delhi



[23]


On 5 November 2010, Tata DOCOMO became the first private sector telecom
company (third overall) to launch 3G services in India, with a 20 city launch. Tata
Docomo's HSPA+ 3G network, set up with the assistance of NTT Docomo,
supports high-speed internet access with speeds of up to 21.1 Mbit/s. The
network also supports high definition voice for superior quality voice
calls. Docomo also provides 3G Internet Access Devices, e-Sticks and Wi-Fi
Hubs.
On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G
services to jointly roll out 3G networks in the circles where they both have
spectrum. In the spectrum auction held last year, Aircel won 3G spectrum in 13
of India's 22 circles (service areas), while TATA DOCOMO was awarded 3G
licenses in nine circles. This deal would give both companies 3G coverage in 19
telecom circles of India. They will not have coverage on 3 circles - Delhi,
Himachal Pradesh and Mumbai. The companies have three circles in common -
Karnataka, Kerala and Punjab.On December 14, 2011, Docomo ended its
agreement with Aircel. Both operators ended the deal after the Department of
Telecom said that such 3G arrangements were illegal, as the pacts violate
licence terms and conditions.Tata Docomo and Aircel currently have bilateral
roaming agreements to allow their subscribers to seamlessly use 3G on roaming.
Tata docomo Loss 1.5million subscriber in feb 2013


[24]

Docomo had about 1.5 million 3G subscribers as of May 2011.
Airport WiFi
On 21 May 2013, Docomo announced that it had entered into an exclusive
partnership with GMR Airports to offer WiFi services at Terminal 3 of the Indira
Gandhi International Airport in Delhi and the Rajiv Gandhi International
Airport in Hyderabad.




Docomo offers WiFi services across the entire airport, including private airline
lounges. Passengers can access free WiFi for 45 minutes, after which the
passenger can continue to avail WiFi services by paying for it online.


The Bloodline Club
Tata DoCoMo launched The Bloodline Club, a network of blood donors for
participants all over the planet. When signing up to this social initiative, each
blood donor registers her/his blood type; in case of an emergency, members may
contact Tata DoCoMo, and the company will find a suitable donor


[25]


VARIOUS UP AND DOWNS INCURRED WITH DOCOMO
TELECOM SERVICES
2011-10-19. Retrieved 2012-06-28
Tata Teleservices Limited (TTSL), the country‘s youngest and fastest-growing
pan-India dual-technology telecom services provider, has adopted a future-facing
strategic for its wide range of products and services and reach out to customers
with one common or uniform brand—Tata DOCOMO — cutting across
the CDMA and GSMplatforms.
With this move, brand Tata DOCOMO now moves into the CDMA space, and
all Tata Indicom customers shall be migrated to Tata DOCOMO from
tomorrow.
Tata DOCOMO believes that phones are not just for talking and the new strategic
approach will bring in the full might of TTL‘s telecom experience to customers
through an elevation in the promise from ‗only telecom‘ to seamless Access,
relevant Content and differentiated Solutions.
As part of the new strategy, TTL is integrating the many different market
opportunities and empowering the customer—with a single-point brand interface
for a seamless user experience. The company has consolidated all
organizational assets—spectrum, retail touch-points, digital footprint and
consumer franchises across technology platforms under a single brand, Tata
DOCOMO.
The migration of services to the unified Tata Docomo brand will happen in Delhi-
NCR and in other circles at a later date. This will not impact TTL‘s Indicom,
Photon and Walky consumers in Delhi as they will continue to get the same
quality of service as in the past.




[26]

As all of are aware that Tata Indicom/Photon/Walky are the various services of
Tata Teleservices Ltd. and all these services would now be known as ―TATA
DOCOMO‖.
All these services are already a part of Tata Teleservices and would now part of
a bigger world of Tata Docomo which will now be a part of 90 million strong
family where customers can enjoy on net calling benefits (talking on the same
Docomo network) through its products and services.
Though these changes will not impact any change in its tariff or other services
irrespective of the Product, although the brand name has been changed but
there is no change in its technology also, A GSM number can roam on GSM
network only.
If you are using Tata Indicom CDMA now, going forward customers will roam on
Tata Docomo CDMA. All CDMA and GSM customers can now avail of an
unmatched experience at Tata Docomo Stores with the latest handsets, plans
and Solutions.
With one brand for mobile customers (using CDMA or GSM), TTSL also cuts
down brand confusion and with one brand it will save costs on advertising and
other stuffs. Virgin Mobile GSM/CDMA or T24 is not a part of its re-branding
strategy as it‘s just the networking sharing on other brand name.
Check out new Tata Docomo CDMA website: cdma.tatadocomo.com.
Photon on photon.tatadocomo.com and walky.tatadocomo.com for Tata Photon
and Tata Walkyservices.
Tata Indicom brand is still used on Delhi circle, and will be updated soon.
Its few Data products are now renamed as below
· Tata Photon Plus now Photon Plus [EVDO Rev A ]
· Tata Photon Whiz now Photon Whiz [CDMA 1x]
· Tata Photon Max now Photon Max [EVDO Rev B]
· Tata DOCOMO 3G e-stick now Photon 3G E-stick [HSPA/HSPA+]
· Tata DOCOMO Wi-Fi Hub now Photon Wi-Fi Hub [EVDO Rev A & HSPA]





[27]

2013-05-24. Retrieved 2013-06-15.
"Tata Docomo to Shut Down Postpaid Services in Rajasthan,
Bihar & West Bengal"
India‘s 3G Auction Ends; Operator And Circle-Wise Results


3G Auction Results coverage brought to you by One97 Communications.
Lets Get Talking about 3G!
After 34 days and 183 rounds of bidding, India‘s 3G spectrum auction is over.
The results are provisional, and subject to government approval. The Indian
government has managed to raise Rs. 67,718.95 crores from the auction, with
Rs. 50,968.37 crores from private telecom operators, and Rs. 16,750.58 crores
from the state owned telecom operators BSNL and MTNL. The two circles of
Delhi and Mumbai together account for 39.19% of the total money raised, while
the top five circles – Delhi, Mumbai, Karnataka, Tamil Nadu and Andhra Pradesh
account for 65.56% of the bids. The auction results, in a single chart:


[28]



The results, by telecom operator


Tata Teleservices
– Will pay 5864.29 crores for spectrum in 9 circles
– Doesn‘t have spectrum in Delhi or Mumbai, so Tata Docomo customers will
lose out
– Has spectrum in Maharashtra, Gujarat, Karnataka, Kerala, Punjab, Haryana,
Uttar Pradesh (West), Rajasthan and Madhya Pradesh
– Spectrum is equitably distributed within bands – three circles each for 1959-
1964 Mhz, 1969-1974 Mhz and 1974-1979 Mhz band


[29]

Circlewise Information
Maharashtra: Rs. 1,257.82
Tata: 1959-1964 Mhz
Idea: 1969-1974 Mhz
Vodafone: 1974-1979 Mhz
– Money raised from the Maharashtra circle is Rs. 12,988 crores, with Rs. 9549
crores being paid by private telecom operators
Gujarat: Rs. 1,076.06 crores
Tata: 1959-1964 Mhz
Vodafone: 1969-1974 Mhz
Idea: 1974-1979 Mhz
Karnataka: Rs. 1,579.91 crores
Tata: 1959-1964 Mhz
Aircel 1969-1974 Mhz
Bharti Airtel: 1974-1979 Mhz
Kerala: Rs. 312.48 crores
Idea 1959-1964 Mhz
Tata 1969-1974 Mhz
Aircel 1974-1979 Mhz
Punjab: Rs. 322.01 crores
Idea 1959-1964 Mhz
Reliance 1964-1969 Mhz
Tata 1969-1974 Mhz
Aircel 1974-1979 Mhz
Haryana: Rs. 222.58 crores
Idea 1959-1964 Mhz
Tata 1969-1974 Mhz
Vodafone 1974-1979 Mhz


[30]

Uttar Pradesh (W): Rs. 514.04 crores
Bharti 1959-1964 Mhz
Idea 1969-1974 Mhz
Tata 1974-1979 Mhz
Rajasthan Rs. 321.03 crores
Reliance 1959-1964 Mhz
Bharti 1969-1974 Mhz
Tata 1974-1979 Mhz
Madhya Pradesh Rs. 358.36 crores
Idea 1959-1964 Mhz
Reliance 1969-1974 Mhz
Tata 1974-1979 Mhz
Tata Docomo expects MNP to boost its 3G subscriber base
Retrieved:2012-06-28.
With the launch of mobile number portability, Tata Docomo, the only private
operator offering 3G in the country, hopes that subscribers of other operators will
migrate to its network.

Tata Docomo, which had launched 3G services in nine circles earlier this month,
says that the consumer response has been positive. The circles where the
operator offers 3G services include Karnataka, Kerala, Madhya Pradesh-
Chattisgarh, Rajasthan, Gujarat, UP (West), Punjab, Haryana and Maharashtra.
Speaking to Telecom Yatra, Lloyd Mathias, president of the corporate monitoring
group of TTSL, said, "We have received good response on 3G from our


[31]

subscribers. As of now, the video SMS service is doing good. Also, people are
watching Live Aarti on mobiles, as this service is not very popular on TV."

Telecomtalk.info. 2011-12-14. Retrieved 2012-06-28.

Since Tata Docomo is the only private operator offering 3G services
in Haryana, and since mobile number portability or MNP has been implemented
there, Mathias believes that the company will witness an influx of subscribers
who will migrate from other operators' networks in search of 3G services.
Tata Docomo's HSPA+">HSPA+ 3G network, set up with the assistance of NTT
Docomo, supports high-speed internet access with speeds of up to 21.1 Mbps.
The network also supports high definition voice for superior quality voice calls.
The operator had invested around $500 million (Rs 2,277 crore) on 3G services,
and is offering services such as video SMS, video streaming, mobile TV, ultra
high speed data transfers, route finder, Live Aarti etc.







Tata Docomo and Aircel Terminate 3G Roaming Deal:
by Sanjay Bafna on December 14, 2011 1:46 pm | 3G, AIRCEL, TATA DOCOMO




[32]

Tata DOCOMO, the unified telecom brand of Tata Teleservices and AIRCEL
the fifth largest mobile service provider today called off their mutual
agreement for Intra circle 3G Roaming services.

According to our sources, both operator ended the deal soon after the
Government/Department of Telecom said that such 3G ICRA or
arrangements were illegal. 3G Roaming arrangement between Tata Docomo
and Aircel was operational since July 19th, 2011 as we reported earlier.
Few days back the Telecom Ministry also said it will soon take action
against service providers that have entered into roaming agreements for 3G
services, as the pacts violate licence terms and conditions.
Apart from the Tata Docomo and Aircel, leading private telecom operators
Bharti Airtel, Vodafone Essar and IDEA Cellular had also entered into ICRA
for providing a 3G roaming service on a pan-India basis but have not pulled
back the 3G service so far till the time.
The current 3G / UAS /CMTS licence terms and conditions allow operators
to go in for Roaming agreements to enable their subscribers to get
seamless mobile network coverage as they move from one circle to other
circle in India wherein they doesn‘t have any network/spectrum or services.
But in 3G services, all private operators are selling their 3G products and
new connections even in circles where they do not have 3G
spectrum/licence. Operators having 3G spectrum pay higher revenue share
in the form of ‗ 3G spectrum usage fee‘, and the DoT is concerned about
allegations of alleged revenue losses to the exchequer because of these
pacts.


[33]

Presently on state run telecom operators BSNL and MTNL providing pan
India 3G services with all legal terms and conditions of 3G licence.
Tata DOCOMO inks partnership with Delhi, Hyderabad int
airports
PTI May 21, 2013, 10.16PM IST

Tags:
 Tata Teleservices|
 T3|
 IGI|
 GMR Airports
NEW DELHI: Tata DOCOMO today said it has entered into an exclusive
partnership with GMR Airports to offer Wi-Fi services at Indira Gandhi
International Airport - Terminal 3 in Delhi and Rajiv Gandhi Hyderabad
International Airport, Hyderabad.
The firm, the mobility and business services brand of Tata Teleservices, enables
passengers transiting through the airport to access free Wi-Fi services for a
specified time, it said in a release.

On Tata Docomo‘s Project Clean VAS:

By Nikhil Pahwa on Jul 13th, 2012
On June 25th 2012, Tata Docomo‗s VAS department sent across the second list
of ―BDRC numbers‖ to VAS companies, a list, we‘re told that is pretty large.
BDRC refers to a database the telco has created, of customers who
are BalanceDepletionRepeatComplainants.
This process was begun on the 21st of May 2012, where a set of customers who
complained often about VAS billing would be blacklisted (interesting choice of
words) from being subscribed to VAS services on any platform for a period of 90
days, and only be allowed event/pull/browsing based products such as


[34]

wallpapers, ringtones, voice browsing services, SMS pull etc, but most
importantly, no subscription services. As a part of inclusion in this ―blacklisting
period‖, Tata DOCOMO communicates to the customer that they will not be able
to subscribe to a service for a 90 day period. They‘re automatically delisted from
the database after 90 days.
This is a welcome move by Tata DOCOMO, and is the latest step in a series of
moves by the telecom operator. Earlier emails (also with MediaNama) point
towards other steps that are a part of this Project Clean VAS.
An email dated May 17th 2012 states that New customers shall NOT be
promoted any VAS for a period of 10 days from the date of activation on the
network, and the launch of START/STOP services to allow customers to activate
and deactivate VAS services, launch of VAS statement on Demand, to allow
customers to check which services they are being charged for, stringent audits of
discrepancies via reconciling activation logs with call to action logs for services,
and a penalty matrix for VAS companies, which includes suspension of
promotion for new activations for a period of 90 days, monetary penalties, and
potential for termination of VAS-telco relationship.
An email dated January 4th 2012 calls for ―No VAS activity‖ on ―Zero Usage
Bucket subs‖, that all VAS activations be proceeded by a landing deck with all
information on price, validity and product description requesting a reconfirmation,
and VAS activations be only as a result of a double confirmation (IVR, SMS,
WAP, USSD). Third party WAP products also have to have landing decks, and
WAP banner texts to be ―extra bold‖ for purpose of clarity and understanding.
Several other measures are mentioned, but mails that follow clearly suggest that
companies haven‘t been following the guidelines, and knowledge of connivance
between internal and external parties, stating that ―We are shocked at the
audacity and callous manner in which some unprincipled and unethical practices
have been carried out.‖


[35]

This is the acknowledgement of the problem of fraud (politely referred to as ―false
billing‖) that exists in VAS ecosystem. This isn‘t the first instance of telecom
operators trying to enforce more accountability in the system: last year, Bharti
Airtel had instituted a series of changes regarding billing, with the intent of
reducing customer dissatisfaction, including the removal of billing of customers
with a negative balance.
Our Take
We‘ve heard about a company whose subscription base for an alerts service has
declined by almost 90% when a telco shifted them to an internal subscription
engine. With the regulator now looking into these billing practices, and telcos also
being able to monetize an alternate revenue stream in the mobile Internet, Mobile
VAS looks like it will go through a tougher time, but it also raises a few question –
has his industry largely been built on defrauding customers? How many real
products and services are there in the market – things that customers actually
want/need/buy?
While the issue is largely with subscription based businesses, which means that
customers get billed automatically on a recurring basis, it is by no means
restricted to them. I‘ve been billed for animations that I haven‘t bought, just as my
mother was being billed for job alerts she never subscribed to (she thought it was
spam). The charges, in both cases, were reversed when I complained, but there
are many customers who don‘t know where their balance goes, or what to do
about it.
One suggestion, if you‘re a telecom operator genuinely interested in ensuring
that customers have an easy way out of this subscription mess: Restrict
subscription services to 30 days minimum, and on a minimum balance, and put
in place a 10 day money back guarantee, no questions asked, and do whatever it
takes to build customer confidence.


[36]

I‘m reminded of how things were with online shopping was once in India, where
people were often delivered sub-standard products, or products different from
what was shown on websites. It took a few companies with a crazy focus on
delighting customers to turn that around. VAS will need the same, and on a much
bigger scale.

Tata DOCOMO‘s Response
In response to our questions on whether there been a reduction in complaints
around VAS, what the company has done about non compliance with the
guidelines, the number of vendors that have been penalized and how many
customers there are in the BDRC, Tata DOCOMO has sent the following
response, attributable to Rishimohan Malhotra, Head VAS Mobility, Tata
DOCOMO:
The telecom industry has faced this issue for quite some time and Tata
DOCOMO has been at the forefront of ensuring true customer satisfaction via
innovative methods. While Tata DOCOMO follows stringent system driven
processes as a rule, we are also the 1st in the Industry to have initiated Common
Minimum Threshold Balance which enables, across all VAS Domains, a
minimum amount to be kept available in a subscriber‘s account for Voice/SMS
activities. This has resulted in a high Satisfaction Index amongst our subscribers
since mistaken activations are hugely nullified. Furthermore, in the interest of
customer empowerment, Tata DOCOMO subscribers are enabled to activate or
deactivate any VAS Service via multiple modes such as SMS, USSD or IVR
codes apart from the TRAI IVR Code. Additionally, Tata DOCOMO follows a
Service Guarantee policy with full refund within 48 hours.





[37]







Situation Analysis
CUSTOMERS/CONTEXT
If we look at Indian share globally in this segment, India, a relatively late entrant
into mobile services, has benefited from a significant decline in mobile network
costs during the last three to four years. As compared with a capital cost of
US$50-90/subscriber to provide mobile service, it costs as much as US$200-
350/subscriber to provide fixed-line services. This and the added benefit of
mobility have led to stagnation in the total fixed line subscriber base, which along
with the significant growth in the mobile base has translated into India having one
of the highest ratios globally of mobile subscribers to total telecom subscribers.

Exhibit 1: Mobile subscribers‘ percentage




[38]


India the second largest mobile market in the world is also among the fastest
growing mobile markets globally. The total number of mobile subscribers in India
has increased from 6.4 Mn in March 2002 to around 350 Mn in December 2008
at a CAGR of 81% aided by a significant increase in network coverage and a
continual decline in tariffs and handset prices.



Exhibit 2: Growth in Indian Mobile Subscriber base



Considering the above factors supported by Exhibit 1 and 2, DOCOMO a global
leader in the VAS (Value-Added Services) space wanted to grow more into
Indian Geography.




[39]






COMPETITORS
Telecom Industry in India is dominated by major players like Bharti-Airtel, BSNL,
Reliance, Vodafone, and IDEA with share market strength as per Exhibit 3, 4 and
5 given below. Competition is very intense due to low points of differentiation.

Exhibit 1: Competition portfolio


[40]



Series2, Bharti Airtel
Ltd, 24.40%, 24%
Series2, HFCL ,
0.10%, 0%
Series2, Reliance
Communications
Ltd., 18.30%, 18%
Series2, Shyam
Telecom , 0.10%, 0%
Series2, Vodafone
Essar Ltd., 17.50%,
18%
Series2, BPL Mumbai
, 0.60%, 1%
Series2, BSNL,
13.10%, 13%
Series2, MTNL,
1.20%, 1%
Series2, Idea Cellular
+ Spice, 11.10%, 11%
Series2, Aircel +
Dishnet, 4.60%, 5%
Series2, Tata
Teleservices
(Maharashtra) Ltd.,
9.10%, 9%


[41]

Exhibit 2: Competition region wise


Exhibit 3: Wireless subscriber Indian market share
India Wireless Connections (September 2009)
Sep-09 Aug-09 Additions Market Share
Bharti Airtel 110511416 107996533 2514883 23.43%
RCOM 86117663 84112632 2005031 18.26%
Vodafone 82846046 80874460 1971586 17.56%
BSVL 58756598 57304404 1452194 12.46%
Idea Cellular 51454402 50058471 1395931 10.91%
TATA
Teleservices 46796033 42789210 4006823 9.92%
Aircel 25728633 24415514 1313119 5.45%
MTNL 4680141 4662833 17308 0.99%
Loop Telecom 2495087 2417446 77641 0.53%
Sistema Shyam 1960532 1732125 228407 0.42%
HFCL 379654 380288 -634 0.08%
All Operators 471726205 456743916 14982289 100.00%



[42]

COMPANY
TATA DOCOMO, is TATA Teleservices Limited's (TTSL) telecom service on the
GSM platform-arising out of the TATA Group's strategic alliance with Japanese
telecom major NTT DOCOMO in November 2008. TATA Teleservices has
received a pan-India license to operate GSM telecom services, under the brand
TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles.
TTSL has already rolled out its services in various circles.

It offers both prepaid and postpaid GSM cellular phone with presence in 11
circles including Madhya Pradesh & Chhattisgarh, Orissa, Maharashtra & Goa,
Karnataka, Kerala, Tamil Nadu and West Bengal. It has become very popular
with its one second pulse especially in semi-urban and rural areas. They are
launching their service from the south of India to central, east and north.

The launch of the TATA DOCOMO brand marks a significant milestone in the
Indian telecom landscape, as it stands to redefine the very face of telecoms in
India.

SWOT Analysis:
Strengths Weakness
Early Mover - Pioneer in India on one
second billing concept.

Signal Strength
Innovative pricing models for almost
everything be it voice calls, VAS services,
and IVR interactions.
Customer Service
Global leader in value added services.

USP : Value Added Services like
- Timed SMS
Low Price – Low Quality trap (due
to excessive focus on only price
based selling)


[43]

- Diet SMS
- Comix-on-the-go
- Interactive GPRS application,
- TATA i-Channel
Strong Alliance: Trusted TATA brand
combined with proven technological edge
of NTT DOCOMO.

Plans affordable by common people
Active in social media sites like Twitter,
Facebook, StumbleUpon, Technorati etc,
one of their strategies for marketing their
products and creating an online presence

Opportunities Threats
Scope to expand the coverage across the
growing Indian market :
VAS services market to grow to 450 billion
rupees by 2010
Cut-throat competition from other
major service providers
Introduce new plans targeted to internet
users
No strong POD other than price
Introduce 3G compliant services since
DOCOMO has the expertise in 3G
Late entrant in Indian market
Introduce new combined plans like SMS,
Internet, calling integrated offers
TRAI‘s plan to introduce Mobile
Number portability in early 2010
Association with Microsoft to launch the
new generation Windows Mobile 6.5 smart
phones

TRAI‘s plan to introduce Mobile Number
portability in early 2010

VAS for rural segment like integration with
e-choupal, mandi prices, weather
information, fish shoal movement etc.




[44]


COLLABORATORS
TATA Teleservices is the pioneer of CDMA 1X technology platform in India with
market share of around 8.2% by 2008. TATA DOCOMO arises out of the TATA
Group‘s strategic alliance with Japanese telecom major NTT DOCOMO in
November 2008. TATA DOCOMO has received a pan-India license to operate
GSM telecom services—and has also been allotted spectrum in 18 telecom
Circles.



TATA DOCOMO has leveraged TATA‘s brand image in India to form alliances
with leading players in the respective segments:
 Samsung has exclusively partnered with TATA DOCOMO to launch Galaxy
i7500 in India.
 The new stylish Blackberry Curve 8250 smart phone is being launched in
collaboration with TATA DOCOMO offerings, is now on its way to appeal to a
broad spectrum of retail and business customers who want an exceptional
mobile experience with the ease of mobile access to every facility
 Leverage TATA Indicom‘s presence across India for distribution channel
partnership.
 Association with Microsoft to launch the new generation Windows Mobile 7.0
smart phones




[45]

Objectives
Increase TATA DOCOMO‘s GSM consumer base to 45 million by October 2010.
Strategy
SEGMENTATION
Demographic Segmentation (Age)
The Wireless Industry crossed 452.91 million-subscribers mark as by end of May
2009. This total subscribers base of 452.91 million comprise of 298.15 million
GSM and 105.51 million CDMA subscribers. During the financial year 2008-09
around 130.67million subscribers were added with a growth rate of 50.00% as
compared to 58.12% growth during the year 2007-08.


Age Group Upto 30 (A) 30-50 (B) Above 50 (C)
Total GSM Base 298.15 million
Percentage 55% 30% 15%
Users 160 Mn 90 Mn 4.5 Mn
Source: TRAI

100% of age group of A + 50% of age group B + 50% CAGR = 300 Mn










[46]



Geographic Segmentation

Exhibit 6: Rural and Urban subscription share











[47]




Segmentation Details:
 With the rural India growth story unfolding, the telecom sector is likely to see
tremendous growth in India's rural and semi-urban areas in the years to
come. By 2012, India is likely to have 200 million rural telecom connections at
a penetration rate of 25 per cent. And according to a report jointly released by
Confederation of Indian Industry (CII) and Ernst & Young, by 2012, rural
users will account for over 60 per cent of the total telecom subscriber base.
 India's rural majority today accounts for more than US$100 billion in
consumer spending i.e. the largest buyers as a group in the country and
contributing significantly to India's GDP. In 99-00, for every $100 earned by a
person residing in a rural area, a person in an urban area earned approx.
$182. Today, this gap has been reduced to $56.
 Saturation in Urban Market Teledensity at 71%, Rural India teledensity is less
than 10%, Scope of growth based on affordable tariffs
 The regulator has put thrust on rural rollouts and will provide aid through USO
fund.



[48]


TARGETING
Targeting (by Age)
Based on segmentation decided to go for Market segmentation as below,

Age Group Youth Middle Age Senior Citizen
Income High Medium Low

100% of age group of A+ 50% of age group B + 50% CAGR = 300 Mn

Considering 15% market capture in GSM market = 0.15*300 = 45 Mn

Target 34 million subscribers from the youth and middle age segment in urban
segment, from the total target of 45 million.










[49]



Targeting (by geography)



The Target market for the Rural Area will be the R1, R2 and R3 segments in the
villages having population of 2000 and above. This will allow DOCOMO to
concentrate on the 50% of rural population without incurring a very high cost for
expansion of services to remote interiors with low user densities.

Therefore target population for rural is 54% of 62 crores i.e. 33 crores (330
million) (as per Exhibit 6)

Target 11 million subscribers from the rural segment from the total target of 45
million.
POSITIONING
For all GSM mobile users across India who need simplified, affordable and
savings oriented cellular service, TATA DOCOMO is a 3G ready GSM telecom
service provider that provides a range of innovative Value added Services with
out of the box pricing plans. Unlike the other GSM service providers, TATA
DOCOMO is a youthful and vibrant brand that is set to break the conventional
thinking by introducing new features and services for all classes of people.


[50]

Marketing Mix
PRODUCT
 TATA DOCOMO having good range of services: TATA DOCOMO provides
both postpaid and prepaid services.
 TATA DOCOMO Quality network: TATA DOCOMO intends to have good
quality network which provides clarity in voice.
 Prepaid Plan Features
o 1p/ second - Anywhere In India
o Savings Alert After every Outgoing call
o ISD calls on 1 second charging
o Best SMS rates from TATA DOCOMO
o Pre activated STD, ISD and National Roaming without rental
o Anywhere in India Recharge with TATA DOCOMO
o Total Information control

 For the rural population, voice alone cannot be incentive enough to subscribe
for a telephone connection even with the availability of low cost handsets and
all the recent tariff initiatives. The mobile handset has to become a
multipurpose instrument providing entertainment, news, education,
connectivity as well as a means to promote the financial and business
interests. Value added services viz. education, entertainment, tele-medicine,
banking, IPTV etc. Some of these services can be provided through text
messaging. However, in order to make up for the slow pace of development
in the past and offer range of usage/ application, it is necessary that both
voice and broadband go and in hand as far as strategy for rural India are
concerned.

 Locally relevant applications in local languages–
 Alerts to farmers on Mandi prices


[51]

 Vital, real-time information is available to fishing communities (e.g. sea
wave heights, satellite scan data about fish shoals) which is processed
to make it usable to non-technical users.
 Integrated package consisting of text-messaging services, voice
services and an Internet portal for rural areas. Farmers and fishermen
can access the service to get weather forecasts, price information, and
employment opportunities outside the agricultural industry.
 Temperature, humidity, wind speed & direction and rainfall information
 Tie up with initiatives like ITC e-choupal to provide real time
information via mobiles

 Mobile Banking for Rural India:-
 Paying insurance premium and utility bills
 Sending and receive money (through agents/post offices etc)

 Applications for the health and education areas
 Provide standard classroom content as part of broadband package
 Provide specialized e-classroom trainings
 Provide trainings for agriculture and livestock related areas – pay per
use
 Provide technical (non agricultural sector) related trainings and
certifications for increasing employment opportunities – pay per use

 Applications for Department of Posts
 Applications to send the letters, greetings, messages etc electronically,
only generating hard copies at point of destination for distribution. This
will save a lot on logistics costs for department of posts. At the same
time they can retain revenues.
 Applications for sending money orders through e-Money




[52]

PLACE
 It having good range of channels of distribution: As TATA already exist in this
field of telecommunications as TATA Indicom. It has wide range of channels
of distribution to sell TATA DOCOMO services
 Use TATA‘s existing electronic retail chains like Croma for sales, distribution,
returns and customer service in urban areas.
 Tie-up with Department of Post
The Postal department has the required infrastructure and reach and also
the expertise to handle monetary transactions along with postal deliveries
(money orders, stamps, savings schemes, other miscellaneous services)
The Dept of Posts has a presence in every corner of the country. The
Postman is a known and recognized entity in even the smallest villages.
He knows the people well in every village and is well respected. He is also
seen as a reliable and responsible Person since he works with the
government. He can also influence the decisions of the village folks due to
his unique position elaborated above. Postman can be used for credit
verification, address verification, training and support and can be given
incentives for the same by the telecom companies. TATA with its well
respected brand and political clout can form this alliance.
 Use Local Schools/Colleges etc for training in rural areas
The local schools will offer the presence of literate teachers who can be
leveraged for training the rural people in the use of mobile services and
handsets. The teachers can also serve as the voice through which the
benefits can be communicated to the villagers.
 Dive-in stores in small cities.






[53]

PROMOTION
 Advertising: TATA DOCOMO following different style of advertising pattern in
TV‘s and newspapers.
 Sales promotion: due to unique feature of TATA DOCOMO it helps the sales
people to decrease burden.
 Run promotions for mobile services and products during harvest season and
festivals due to the presence of higher disposable income during that period.
 Run promotions through the local post office, gram panchayats, banks and
schools, buses.
 Allow one month free service for the value added services as trial offers.
 Can introduce night free offer depending on customer reactions.
 Dive-in Stores
 Innovative and cost effective billing plans
 Give away/ freebies wrt milestone billing
 Social networking websites
 Cross selling and promotions with TATA‘s other outlets like CROMA, Tanishq,
TITAN

PRICE
Background:
 TATA DOCOMO is entering a market where:
o Product demand is highly price elastic.
o Substantial economies of scale are available.
o The product is suitable for a mass market (i.e. enough demand).
o The product will face stiff competition soon after introduction
o Because of the cut throat competition, price skimming will not work.





[54]



Pricing:
 The pricing objective is market penetration and to reach as many consumers
as possible, setting a low initial entry price, lower than the eventual market
price, to attract new customers. We expect that customers will switch to the
new brand because of the lower price.
 This will help in fast diffusion and adoption. This will take the competition by
surprise, not giving them time to react.
 This will also create goodwill among the early adopters segment. This can
create more sales through word of mouth.
Implementation
BUDGET
Considering 45 Mn market for next year, with ARPU of Rs. 165, the total revenue
target will be 742 Cr.

(Figures are based on recent balance sheet from DOCOMO)

Activity Budget Allocated Amount (in Cr)
Sales and Marketing 15% 111
Operating cost 22% 163
Salary 8% 60
Depreciation and
Amortization
25% 185
Administration 15% 111
Profit Expected 15% 111
Total 100% 742


[55]




[56]

ACTIVITY SCHEDULE



[57]

NTT DOCOMO

NTT Docomo, Inc. is the predominant mobile phone operator in Japan. The
name is officially an abbreviation of the phrase, "do communications over
the mobile network", and is also from a compound word dokomo, meaning
"everywhere" in Japanese.
[4]
Docomo provides phone, video phone (FOMA and
Some PHS), i-mode (internet), and mail (i-mode mail, Short Mail, and SMS)
services. The company has its headquarters in the Sanno Park
Tower, Nagatachō, Chiyoda, Tokyo.
Docomo was spun off from Nippon Telegraph and Telephone (NTT) in August
1991 to take over the mobile cellular operations. It
provides 2G (mova) PDC cellular services on the 800 MHz band,
and 3G FOMA W-CDMA services on the 2 GHz (UMTS2100) and
800 MHz(UMTS800(Band VI)) and 1700 MHz(UMTS1700(Band IX)) bands,
and 4G LTEservices. Its businesses also included PHS (Paldio), paging, and
satellite. Docomo ceased offering a PHS service on January 7, 2008.
• July 1992 NTT Mobile Communications Network, Inc. takes over Nippon
Telegraph and Telephone Corporation's mobile communications business
• March 1993 Launches 800MHz digital cellular phone service
• April 1994 Launches "CITYPHONE" 1.5GHz digital cellular phone service
• March 1997 Launches "DoPa" packet data communications service
• October 1998 Listed on the Tokyo Stock Exchange
• February 1999 Launches "i-mode" service
• March 1999 Discontinues analog cellular phone service
• April 2000 Changes corporate name to NTT DoCoMo, Inc.
• October 2001 Launches "FOMA" service on fully commercialized basis
• March 2002 Listed on the London Stock Exchange and New York Stock
Exchange
• December 2005 Launches "iD" Credit Card Brand


[58]

• April 2006 Launches "DCMX" mobile credit-card service
• April 2008 Changes new corporate logo and new brand statement
• July 2008 Merges with eight regional subsidiaries

• President and CEO: Ryuji Yamada
• Headquarters: Tokyo, Japan
• Establishment : August 1991
• Capital: 949.68 billion yen
• Employees: 22,843 (June 30, 2012)
• Customers: 54 million in December 2012
• Market Share: 48.9% (FY2010 Q3)
• Revenues: 4,284.4 B Yen (FY2010 Q3)
• Launched world's first 3G mobile service in 2001.
Customers
NTT Docomo is a subsidiary of Japan's incumbent telephone operator NTT. The
majority of NTT Docomo's shares are owned by NTT (which is 33.71%
government-owned). While some NTT shares are publicly traded, control of the
company by Japanese interests (Government and civilian) is guaranteed by the
number of shares available to buyers. It provides wireless voice and data
communications to subscribers in Japan. NTT Docomo is the creator of W-
CDMA technology as well as mobile i-mode service.
NTT Docomo has more than 53 million customers (as of March 2008), which is
more than half of Japan's cellular market. The company provides a wide variety
of mobile multimedia services. These include i-mode which provides e-mail and


[59]

internet access to over 50 million subscribers, and FOMA, launched in 2001 as
the world's first 3G mobile service based on W-CDMA.
In addition to wholly owned subsidiaries in Europe and North America, the
company is expanding its global reach through strategic alliances with mobile
and multimedia service providers in Asia-Pacific and Europe. NTT Docomo is
listed on the Tokyo (9437), London (NDCM), and New York (DCM) stock
exchanges.
On April 19, 2008, it was announced that Ryuji Yamada, the current co-president
of NTT Docomo, will be promoted as the president of NTT Docomo in June 2008.
Masao Nakamura will stay in NTT Docomo as a director and also the senior
adviser. Since October 2006, when the introduction to the service which allows
the user to carry their original phone number with a new provider was made, NTT
Docomo has lost many users to KDDI andSoftBank. This promotion was made in
order to get more users for NTT Docomo. The company is the only major global
mobile carrier that currently doesn't offer Apple's iPhone. This has been cited as
one of the reasons for the steady stream of its customers switching for competing
networks.
In June 2011, the company announced that they were teaming up with McAfee to
provide McAfee VirusScan Mobile for its Android mobile users. In July 2012, NTT
Docomo acquired Italy's Buongiorno in a deal worth 209 million euros.
Research and development
On October 2007, the prototype Wellness mobile phone of Japan's NTT Docomo
Inc. and Mitsubishi Electric Corp. was launched at CEATEC. It checks health with
a motion sensor that detects body movement and measures calories, and
includes a breathalyzer.
On January 24, 2008, NTT Docomo announced that they made connections with
Google. enabling all models after the FOMA904i models to view YouTube
videos.
NTT Docomo is a founding member of the Symbian Foundation.


[60]

Earthquake warning system
From 2008, Docomo began offering a service called the "Area Mail Disaster
Information Service" which broadcasts Earthquake Early Warning messages
produced by the Japan Meteorological Agency to its subscribers with compatible
handsets.This service is provided free of charge and messages are limited to
those areas affected by each particular alert. These alerts have a unique ring
tone so they can be easily distinguished from incoming calls or messages.
Mascot
The company's mascot is Docomodake, a mushroom, which is quite a celebrity
in Japan. He even is the hero of a Nintendo DS puzzle and platforming video
game, Boing! Docomodake DS, which was also released in North America and
Europe.He also has a wide variety of merchandising such as cell phone straps,
keychains, and plush dolls. As one type of advertising method, there are many
types of Docomodakes such as mother and father, which symbolizes the plans
that NTT Docomo offers.
Investments outside Japan


GSMA Mobile World Congress, Barcelona 2008 99. Note the new logo.


[61]

NTT Docomo has a wide range of foreign investments. However, NTT Docomo
was not successful in investing in foreign carriers. Docomo had invested very
large multi-billion dollar amounts in KPN, KT Freetel, AT&T Wireless, and had to
write-off or sell all these investments in foreign carriers. As a result, Docomo
booked a total of about US$ 10 billion in losses, while during the same time
Docomo's Japan operations were profitable.
In December 2007, NTT Docomo and KT Freetel jointly invested 200 million USD
for a total of 33% stake in U Mobile Malaysia.
In November 2008, NTT Docomo bought a 26% stake in Tata Teleservices for
2.7 billion USD, the number 6 in Indian telecom industry and owned by the Tata
group. India is the world's fastest-growing cellular market, adding as many as 9
million new customers a month. Tata Teleservices (which sells under the
brand Tata Indicom and Virgin Mobile India) has 80 million subscribers as of
October 2010. Though Tata Indicom is a CDMA based operator, they bagged
GSM licenses as well, and the NTT Docomo-Tata venture is focused on GSM
operation (called Tata DOCOMO). The Tata DOCOMO service was commercially
launched in India in June 2009. Tata DOCOMO had about 32.82 million users at
the end of June 2010.
They have also taken over Guamcell, among others, and so are now the main
wireless operator in Guam.
Docomo is working on implementing its FeliCa-based payment system, called iD,
overseas. It has already launched the system in Guam, as well as Shanghai and
Beijing, China (however, as of November 2010, it has withdrawn iD terminals
from all merchants in China).

Docomo's new marketing campaign to feature Justin
Timberlake, Daft Punk
Indiantelevision.com Team
(3 July 2013 8:08 pm)


[62]

NEW DELHI: Saavn and Tata Docomo have roped in US artistes Justin
Timberlake and Daft Punk to roll out a marketing campaign for Docomo's new
mobile data services. The campaign is a joint initiative between Saavn, the
leading digital music service for Bollywood and South Asian content and
Docomo. The campaign which targets the youth has been rolled out as part of
their recent data partnership.
Aimed at increasing the level of awareness, the campaign focuses on
Docomo's target audience, which comprises 80 per cent youth. The campaign
will include TV, in-store, social and a massive SMS marketing program.
The marketing campaign is an extension of a deal between Saavn and Docomo
that kicked off earlier this month, bringing Indian mobile users a music-
integrated data plan for the first time ever.
Docomo's subscribers can now have access to Saavn's catalog of 1.1 million
songs via a special stream-anywhere data plan - no WiFi necessary. Three
monthly plans are available for Docomo's GSP Prepaid customers: 500
minutes, 1000 minutes and 2000 minutes.
Both companies believe the campaign and new data service will create more
value for Indian consumers to adopt smart phone data services while enjoying
free social music services.
With 700 million mobile users, India boasts of one of the largest mobile phone
user bases in the world.
This partnership marks the first-ever streaming music and carrier deal in India
following a global trend of similar deals in America, Brazil, Scandinavia and
France. Slacker and Muve recently teamed with carriers in the U.S., and Spotify
and Deezer have launched similar programmes in Scandinavia and France
respectively.
"In India, consumers need an emotional reason to purchase data plans - music


[63]

is the answer to that need," says Saavn co-founder and managing director
Paramdeep Singh.
"The combination of Docomo's stellar reputation as a carrier, our vast Indian
music catalog, and the appeal of global pop brands like Justin Timberlake, Daft
Punk, Pink, Michael Jackson and Rihanna will only amplify the benefits of a
worldwide shift in the way mobile users consume data," he reveals.
Content-integrated data plans are emerging as a three-way win: content
providers can win millions of users out of the deal, carriers further substantiate
data packages and open themselves up to a mobile advertising market worth
billions of dollars, while consumers retain the freedom to consume data without
being penalised.
Saavn is already credited for driving five per cent of data consumed in India,
which is 15 times the amount of data driven by other Indian music providers.
The marketing campaign is currently live in India.
Japanese number-one operator NTT Docomo announced its ―2013 summer
lineup‖, which includes nine smartphones, one tablet, and an ―easy to use‖
smartphone targeting older users.
Among the capabilities highlighted by the company was battery life: all devices
have batteries rated at 2000mAh or more, delivering more than 45 hours of
normal browsing, app use and talk time.
Android is the platform of choice across the board, with ten powered by Android
4.2, and one by Android 4.1. All smartphones and the tablet also include quad-
core processors, with 4G (LTE) support across-the-board.
Smartphones in the update come from Sony Mobile, Samsung (a version of its
Galaxy S4), Sharp, Fujitsu, LG, NEC Casio and Panasonic (pictured).
Four offer ―touch-free‖ operation of apps, by hovering a finger over the screen,
and all offer compatibility with the NOTTV multimedia broadcast service,
including recording.


[64]

The tablet is from Sharp, while the user-friendly device, Raku-Raku Smart
Phone2, is a Fujitsu-made successor to the earlier Raku-Raku Smart Phone (and
which has subsequently seen an international release).



Japan's DoCoMo holds out to iPhone mania, but at what cost?
RELATED QUOTES
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By Sophie Knight and Maki Shiraki
TOKYO (Reuters) - NTT DoCoMo Inc, Japan's largest mobile provider and a
pioneer of the mobile Internet, is one of just a few holdouts among the world's big
mobile carriers not offering Apple Inc's iPhone to its 60 million customers.


[65]

It is paying heavily for that obstinacy - with a net 3.2 million users jumping ship to
its two domestic rivals over the last 4-1/2 years - but is determined to protect the
walled garden of services it has built around its own smartphones.
"We're trying to develop a lifestyle system," NTT DoCoMo CEO Kaoru Kato told
Reuters in an interview this week.
While customers and even some executives increasingly clamor for it to relent
and sign an iPhone deal, DoCoMo is showing no signs of softening towards
Apple.
"The biggest problem is the impact on the services that we offer," Kato said.
DoCoMo's broad offering of exclusive features, however, is no longer attracting
what has become the iPhone generation. It is expected eventually to either reach
a deal with Apple or risk losing its crown at the top of its industry.
"Unit sales are doing quite well this year but they're still losing customers to other
networks," said Hiroshi Yamashina, senior telecoms analyst at BNP Paribas. "If
that's the case then they really have no choice but to go for the iPhone."
Japanese consumers favored DoCoMo's mode of integrated system back when it
launched the world's first large-scale mobile web access service and introduced
streamed TV to cellphone users. But its wide array of features - while retaining its
share of fans - is not considered sufficient to counter the appeal of the iPhone.
"Its photo service, for example, is very difficult to use and I'm not sure anyone still
bothers in the age of Instagram and Flickr," said Yamashina.

WALLED GARDEN
DoCoMo's resistance contrasts with holdouts in other markets that are giving in
this year to the demand for iPhones.
T-Mobile US Inc's CEO said its April release of the iPhone filled a "huge void" in
its line-up.


[66]

China Mobile Ltd, the world's largest mobile carrier by number of subscribers, is
moving to upgrade its service with 4G technology to allow the 10 million of its
customers who already own the iPhone to connect to its network, rather than
being restricted to WiFi.
DoCoMo's stubbornness is particularly noteworthy in Japan, where the iPhone
not only has established itself as the kingpin in the smartphone market, with a 42
percent share in the last three months of 2012, but is fending off Samsung
Electronics Co Ltd's Galaxy series, which has found popularity in other major
global markets. Samsung has 46 percent of Western Europe's smartphone
market, but has reached only one-fifth of iPhone's sales in Japan.
DoCoMo's stance may also reflect strict contractual obligations imposed by
Apple. While negotiations between the two have been a strictly guarded secret,
Kato's predecessor made comments at a shareholder meeting last year
suggesting the U.S. company was demanding iPhones make up half of its
handset sales.
DoCoMo's requirement that its company logo be imprinted on all its devices also
conflicts with style-conscious Apple's insistence that its products be left as
manufactured.
For now, DoCoMo hopes to retain customers with smartphones running Google
Inc's more flexible Android operating system. Its marketing efforts this summer
are focused on Sony Corp's Xperia A and Samsung Electronics' Galaxy S4.
DoCoMo has moved 830,000 Xperia A handsets since their mid-May launch,
already close to its target of 1 million by autumn, but the S4 is lagging with less
than half of Xperia's total.
But DoCoMo is still hemorrhaging customers to its rivals, with monthly data on
Friday showing a net loss of 146,900 existing users to other carriers in June, the
53rd consecutive month of such losses.


[67]

But with DoCoMo's total subscriber numbers up 630,000 in the first six months,
as it gets a lift from overall smartphone demand even without the iPhone, and
with its profits strong, it may opt for a waiting game with Apple.
There are no signs the iPhone's popularity might soon wane in Japan, while the
breadth and reliability of DoCoMo's network could be a selling point.
"At some point, SoftBank and KDDI will reach a saturation point for iPhone
sales," said an executive at a rival mobile carrier. "Apple may have no choice but
to look to DoCoMo to sell more iPhones. Perhaps DoCoMo is just waiting."

NTT DoCoMo teams-up with McAfee to offer free malware
protection for its Android users
MONDAY, JUNE 27TH, 2011 AT 11:47 PM

NTT DoCoMo is teaming-up with McAfee to provide McAfee VirusScan
Mobile for its Android smartphone users. The mentioned solution alerts
users about viruses and malicious applications by scanning and cleaning
files, emails, installer packages, Internet downloads, messages and
attachments; while at the same time requiring minimal mobile computing
and memory resources. The automatic update feature ensures devices are
always protected from the latest threats.
Under the terms of the deal, the Japanese leading mobile operator will start
offering McAfee‘s software on July 1st under the security service called
―DOCOMO Anshin Scan powered by McAfee.‖


[68]

Finally, it‘s worth noting this isn‘t the first time the two companies are co-
operating — back in in 2004, McAfee delivered Japan‘s first mobile
antivirus software for NTT DOCOMO FOMA devices. Moreover, this isn‘t the
first time DoCoMo is offering an extra piece of software free of charge to its
users – they also have a deal in place with Evernote to offer the Premium
version of the popular note-taking tool for free.
DOCOMO Innovations, Inc. is the Silicon Valley-based subsidiary of NTT
DOCOMO, Inc. in Japan, a world leader in mobile operations and a growing
provider of comprehensive mobile services. On August 1, 2011, DOCOMO
Innovations was launched with an expanded mission for Open Innovation as an
outgrowth of the last 10 years of cutting-edge technological research conducted
at DOCOMO Communications Laboratories USA, Inc.
DOCOMO Innovations is structured around 4 key teams, whose initiatives run
the gamut from mobile applications all the way down to core networking
technologies:
1. The Business Development and Investment Group
2. The Network Services Innovation Group
3. The Android Product Innovation Group
4. The Mobile Network Technology Group
DOCOMO Innovations is more than a just an organization for business
development and strategic investment. All groups within DOCOMO Innovations
work together to realize new applications and services through collaboration with
American companies for the next generation of mobile services and beyond.
DOCOMO Innovations provides vital innovation to enable the future growth of
NTT DOCOMO Inc. in the Japanese and Global Markets.




[69]






RISK FACTORS
Last updated : June 29, 2013
The risks described below have been summarized after a comprehensive
assessment of the risks related to NTT Group's business environment and its
business strategy and operations and risks related to regulations and NTT's
relationship with the Government. Additional risks not currently known to NTT or
that NTT now deems immaterial may also impair NTT Group's business
operations. The risks and uncertainties appearing below were assessed, and are
only accurate, as of the "Last updated" date indicated on this page. These risks
include, but are not limited to, the following:
 NTT Group's business may be affected by the economic situation globally and in
Japan.
 NTT Group's market share and revenues may suffer from competition.
 Growth of new businesses and migration from existing businesses
accompanying the expansion of IP, broadband and ubiquitous services and other
market developments may not progress as anticipated.
 NTT Group's international and domestic investments, alliances and
collaborations and investments directed at new fields of business may not
produce the returns or provide the opportunities NTT Group expects, and may be
beyond the control of NTT Group.
 NTT Group may not achieve anticipated cost savings.


[70]

 Other mobile service providers in the world may not adopt or continue to use
technologies and frequency bands that are compatible with those used by NTT
DOCOMO's mobile communications system, which could affect NTT Group's
ability to offer international services.
 If NTT Group and its business partners are unable to obtain licenses or other
rights to use the intellectual properties of third parties that are necessary for NTT
Group to conduct its business, NTT Group may not be able to offer certain
technologies, products, or services. In addition, NTT Group may be liable for
damages due to infringement of the intellectual property rights of other
companies.
 System and network disruptions and issues with system architecture may affect
NTT Group's financial condition and operating results.
 NTT's reputation and credibility may be affected by fraud or misconduct in Japan
or abroad, or by an inappropriate use or leak of confidential business information
and personal information.
 Misuse of products and services offered by NTT Group may have an adverse
impact on the credibility and corporate image of NTT Group and could expose
NTT Group to liabilities.
 Changes or decisions regarding telecommunications regulations may affect NTT
Group's business.
 The frequencies that NTT DOCOMO can use are limited, and it is possible that it
will not be able to secure adequate frequency spectrum for its operations.
 NTT Group may be impacted by laws, regulations and systems relating to the
reduction of greenhouse gas emissions.
 The Government owns enough NTT Shares to give it considerable influence over
whether resolutions at NTT shareholder meetings are adopted, and rules and
regulations in Japan provide the Government with regulatory authority over NTT
Group companies.
 The issuance or sale of additional NTT Shares or concerns regarding additional
supply of NTT Shares in the stock market may affect the trading price of NTT
Shares and ADSs.


[71]

 Investors may have difficulty enforcing judgments under the laws of foreign
countries, including the U.S. securities laws regarding the civil liabilities of NTT.




RESEARCH METHODOLOGY

PRIMARY DATA

I will collect the primary data from the employees of the company and also
include HR people to understand the function.


SECONDARY DATA

A secondary data is that data that is required to conduct the study and can be
obtained from books, journals, magazines, records etc. Secondary data is data
taken by the researcher from secondary sources, internal or external. Secondary
data is collected from following sources: -
1) Magazines and journals
2) Company websites.
3) Internet
4) Books
LIMITATION
Many constraints were involved in doing this study. Some of them are as follows.
 The most significant limitation has been the individuals involved in this
study were very busy and did not spare much time in discussion.


[72]

 The sample size selected for the survey was too small as compared to
large population.
 The project was carried out only in the Delhi, so findings on data gathered
can be best true for Delhi only and not applicable to other parts of state
and country.
Indian stock market is a market where sentiments play a major role in price;
hence 100% accurate predictions cannot be made about its future path








STAKEHOLDERS


[73]


Customers:
DOCOMO mobile phones are used by about 57 million customers with
increasingly
diverse needs. Customers include all age groups and people with disabilities.

Sales Agents (DoCoMo Shops):
DOCOMO provides its products and services at docomo Shops (2,363
throughout Japan as of March 31, 2009) and other sales agents. docomo Shops
serve as places to meet people of the local community.
Shareholders/Investors:
It is the policy of DoCoMo to continually provide a stable dividend as we
recognize the importance of returning profits to shareholders. It has 320,511
shareholders as of March 31,2009.


Business Partners:
NTT DoCoMo do business with a wide range of business partners, including
handset
manufacturers, contents providers, and telecommunications equipment
manufacturers.They work to build strong relationships based on trust and mutual
understanding with business partners in order to develop and provide quality
products and services.

Employees:
As of March 31, 2009, there were 21,831 DOCOMO employees. Our workforce
has
diversity of gender, nationality and age, and we work to create workplace
environments that instill pride and motivation in all employees and that facilitate
open, dynamic communication.



[74]

Local Communities:
In order to further expand the FOMA service area, DOCOMO is adding base
stations
around the country while obtaining the understanding and cooperation of local
residents. As of March 31, 2009, there were 48,500 outdoor base stations and
19,900 indoor systems across the country. In addition, they hold Mobile Phone
Safety Classes at elementary schools, middle schools, high schools and local
community centers. Instructors sent from DOCOMO raise awareness of mobile
phone etiquette and means of avoiding problems.


Government/Public Institutions:
DOCOMO participates in roundtable discussions, research seminars and other
events put on by the government in connection with telecommunications. They
also actively engage in initiatives with a strong public component. For example,
they have concluded an agreement with the Ground Self-Defense Forces on
providing cooperation during disasters.

Financials of NTT DOCOMO
Subscriber market share: 48.90 %
Churn Rate : 0.46 %
DOCOMO had net income of JPY 494.8billion (USD 5,318 million) on operating
revenue of JPY 4,284.4 billion (USD 46,049 million) in fiscal 2009 (ended March
2010).
(JPY93.04 = USD1.00; Mar. 31, ‗10 )
57 millions customers in January 2011
55 million customers are subscribe to FOMA™, the 3G mobile service




[75]



Source: Telecommunications Carriers Association (TCA)




[76]



Aggregate ARPU= (VOICE ARPU + PACKET ARPU) = 5350 Yen
(in 2012)





MERGER AND ACQUISITION

DOCOMO and PacketVideo Form Strategic Alliance to Accelerate Innovation
and
Growth in Mobile Multimedia Software and Services
NTT DOCOMO and San Diego, California-based PacketVideo Corporation, a
subsidiary of NextWave Wireless , a pioneer in wireless and digital home
multimedia software and service applications, forms strategic alliance .
DOCOMO has acquired a 35 % stake in PacketVideo for $45.5 million.
NTT DOCOMO to Sell Stake in U Mobile
September 15, 2009 --- NTT DOCOMO sell its shareholding in U Mobile (a
Malaysian 3G mobile operator) for USD 100 million - the same amount
DOCOMO originally invested for the shares. Under this agreement with major


[77]

stakeholders, DOCOMO will sell its entire stake - amounting to 16.5% of U
Mobile's outstanding shares - to the majority shareholder, U Television Sdn. Bhd.
(UTV).
NTT DOCOMO and Tata Agree on Strategic Alliance in India
November 12, 2008 --- NTT DOCOMO, Tata Teleservices Limited (TTSL) and
Tata
Sons Limited, the prime promoter for Tata companies including TTSL, form
agreement on a strategic alliance in India, under which DOCOMO will acquire 26
percent of TTSL's common shares for approximately 130.7 billion Indian rupees
(US$2.7 billion).
In addition, DOCOMO, in accordance with regulations of the Securities and
Exchange Board of India*, expects to make an open offer to acquire up to 20
percent of the outstanding common shares of Tata Teleservices (Maharashtra)
Limited (TTML), a Tata telecommunications company, through a joint tender offer
with Tata Sons.



NTT DOCOMO Buys Stake in Bangladeshi Mobile Operator
June 16, 2008 --- NTT DOCOMO, announced today that it will acquire a 30
percent
stake in TM International (Bangladesh) Limited (TMIB), a mobile phone operator
based in Dhaka, Bangladesh, by directly acquiring all stock in TMIB held by A.K.
Khan Co. Ltd. and its four group companies. The deal, worth US$350 million, is
expected to be completed by the end of 2008.
DOCOMO will participate in TMIB's management and actively draw on its
expertise to enhance the company's business in the fast-growing Bangladeshi
mobile
telecommunications market.
DOCOMO Agrees with KT Corp. to Share Exchange and Exchangeable Bonds
Acquisition


[78]

January , 2009 --- NTT DOCOMO agreed with KT Corporation (KT) that
DOCOMO will exchange its 10.72% stake in KT Freetel Co., Ltd. (KTF) for KT
securities in relation to the merger between KT and KTF. DOCOMO will
exchange 40% of its KTF shareholding for KT common stock and the remaining
60% for KT exchangeable bonds.
NTT DoCoMo Sells Stake in Telargo
February , 2008 --- NTT DoCoMo, announced that it has agreed to sell its entire
interest in Telargo (a U.S.-based provider of location services) to ULTRA .Under
this
agreement, ULTRA will purchase DoCoMo's 49% share of Telargo's outstanding
stock.Telargo will then become a wholly owned subsidiary of ULTRA.
Strategic Overview (Resources)
Core Competencies
• Strong management team
• Marketing skills
• Investments in R&D and Technology
• Relationships with manufacturers
• Relationships with content and service providers
Resources
• Economies of scale
• Financial resources
• Brand recognition
Strategic Overview (Execution)
Internationalization
• "Friendly" alliances to enter new markets
• Partnerships & Joint Ventures
Global Strategy
• Expansion of technology (set W-CDMA technology standard)
• "Friendly" alliances and acquisitions
42.3% AOL Japan (40.3% owned by AOL)
20% KG Telecom (Taiwan)
20% Hutchinson 3G (U.K.)


[79]

19% Hutchinson Telecom (Hong Kong)
26% in Tata Teleservices (India)

Super 3G plays a strategic role for DoCoMo:
Its current strategy is to upgrade HSDPA data rates to a maximum 14Mbps and
proceed with development of Super 3G, paving the way for a smooth introduction
of 4G.
Investment in mobile operator overseas – DOCOMO has been expanding its
influence in Asia Pacific by establishing equity positions in companies that
operate in
important market within region. These investments enable DOCOMO to use its
technical expertise and business know- how to help partners increase their
corporate
value. Reduce cost and expense to solidify the company‘s financial standing for
sustained growth by nationwide optimization of operations and reduction of cost
related to network & sales.
Change & challenge through latest technologies & meet precise customer needs
interms of design, network quality, rates & customer service Emphasize &
Strengthen core business of Voice Communications Promote Mobile Multimedia
Services

Business Model of NTT DOCOMO
NTT DoCoMo's i-mode is a mobile internet (as opposed to wireless internet)
service popular in Japan. Unlike Wireless Application Protocol or WAP, i-mode
encompasses awider variety of internet standards, including web access, e-mail
and the packetswitched network that delivers the data. I-mode users have
access to various services such as e-mail, sports results, weather forecast,
games, financial services and ticket booking. Content is provided by specialized
services, typically from the mobile carrier,which allows them to have tighter
control over billing. Like WAP, i-mode delivers only those services that are
specifically converted for the service, or are converted through gateways. This
has placed both systems at a disadvantage against handsets that use "real"


[80]

browser software, and generally use a flat pricing structure for data.i-mode has
grown into one of the world's fastest mobile Internet services.

DOCOMO is currently implementing a number of measures to ensure operational
stability at i-mode Center, the heart of i-mode. In the area of system operations,
we are introducing technologies for self-monitoring communications, dispersing
system processes to multiple devices and switching to backup devices when
problems occur.
A manned operations center also monitors i-mode Center 24 hours a day, 365
days a year. Resident maintenance staff are on hand to quickly respond when
abnormalities arise. In the area of facilities operations, we are taking steps to
improve the seismic performance of i-mode Center facilities and decentralize the
device layout. i-mode traffic is only expected to increase going forward, so we
plan to continue in these efforts to update systems, strengthen facilities and
augment devices.Ingenuity is exemplified in the i-mode business model with an
outstanding example of the NTT DOCOMO platform. It synchronizes all value
chain aspects, ensuring that,content, quality, wireless technologies and user
experience all evolve at an optimal pace. The billing system is streamlined by bill
consolidation, with DOCOMO now collecting information access fees on behalf of
i-Menu-listed content providers.


Business Strategy
I-mode has been extraordinarily successful in Japan. This is because of its
outstanding convenience and it's unique business model. Its reliance on this
system offers an innovative approach to the mobile service value chain and to
wireless service / Internet relationships.
We collaborate closely with equipment manufacturers, content providers, and
other
platforms to ensure that wireless technology, content quality, and user
experience evolve jointly. This synchronization guarantees that customers,
partners and shareholders share interests with end-user's, thus enabling all


[81]

parties to maximize value and to continue to improve the quality of products and
services connected with i-mode.Moreover, it has been our mission to make i-
mode operationally as simple as possible.By adopting an HTML subset we have
made the creation of sites exceptionally simple.We have also enabled the
compatibility of many other standards including: GIF, Java, MIDI, Macromedia
Flash, and HTTP.
We have also been promoting beneficial alliances with a variety of international
partners, including content providers, overseas operators, ISPs, software
developers and manufacturers. These alliances endorse our international
coverage; encourage the development of new collaborative products, and offer i-
mode users the most costeffective,high-quality products and services available
globally. As mobile services evolve and data traffic increases, our unique joint
business approach enables major competitive advantages in the global
communications markets. Our success stems from our ability to create "win-win"
situations for all of our partners and shareholders.



[82]


BUSINESS I-MODAL

Simple Pricing System
We collect monthly information charges for the i-Menu listed content providers
via a
consolidated bill for all mobile phone activities, thus eliminating the need for
provider
billing. This arrangement reduces expenses for the content partners and
encourages


[83]

them to generate high-quality offerings to attract new subscribers, thereby
boosting their profits. Additionally, we are able to generate incremental revenue
by charging a small commission for the clearinghouse billing system service.



Win-Win Collaboration
NTT DoCoMo based their development efforts on a unified vision of mobile and
Internet technology. In particular, NTT DoCoMo has adopted a mobile
communications model utilizing variations of de facto Internet standards such as
HTML. By basing their content on iHTML, a subset of HTML, they are able to
give their customers mobile access to the existing network of conventional Web
servers, and therefore, provide them with seamless Web service. At the same
time, their use of iHTML has greatly simplified the creation of i-mode sites for
their content providers. Other key standards they have adopted include GIF,
Java, MIDI, and HTTP, to name a few.NTT DoCoMo synchronizes the entire i-
mode value chain, in order to develop a complete mobile service for their
subscribers. Their close business collaboration with mobile manufacturers,
content providers, and other service platforms ensures that mobile technology,
content quality, and mobile users' experience evolve at the same optimal pace.






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IPhone and NTT DOCOMO
NTT DoCoMo has been mostly frustrated in the past two years by the iPhone's
success. Although it remains the largest carrier in Japan, helped by a country
that often leans to non-smartphones with many heavily localized features, it has
lost influence compared to SoftBank, whose iPhone exclusive has helped it grow.
DoCoMo has turned to Darth Vader-themed ads and a rare reliance on foreign
companies to try and lure customers over in the absence of its own iPhone deal.
Apple may just see a considerable hike in sales of the iPhone 4 in Japan as up
until
now the iconic iPhone and iPad which were only supplied by Japan‘s much
smaller
wireless provider Softbank, but that is soon to change. Japan‘s NTT DoCoMo,
plans to launch a service whereby iPhone 4 users will be able to use their iPhone
4 on NTTDoCoMo‘s wireless network. The DoCoMo network is believed to be
stronger than that of Softbank and Japan Communications move to offer SIM
cards which have DoCoMo network info can be used in unlocked iPhone 4 units
from abroad or sold online and could attract people who would rather be with
NTT DoCoMo.

CONCLUSIONS AND RECOMMENDATIONS
 Revamping of brands
 Innovation and explore new Markets
 Meet & Exceed expectations
 Consistently earning trust & loyalty of customers







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BIBLIOGRAPHY
REFERENCES
 Telecom Regulatory Authority of India (TRAI) Database and Reports
 Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha.
 International Telecommunication Union Database
 BSE India website (http://www.bseindia.com)
 Telecommunication Services, Indian Industry: A Monthly Review, CMIE –
November 2008
 Telecommunication Sector Report – March 2008, CRISIL
 Indian Telecommunication Sector - August 2007, IBEF Report
 Census 2001
 TATA DOCOMO and Competitors websites:
 http://en.wikipedia.org/wiki/NTT_DoCoMo
 http://www.nttdocomo.com/about/company/index.html
 http://www.nttdocomo.com/about/organizational/index.html
 www.nttdocomo.com/binary/about/facts_factbook.pdf
 http://www.nttdocomo.com/pr/2009/001446.html
 http://www.nttdocomo.com/pr/2009/001453.html
 http://www.nttdocomo.com/pr/2008/001421.html
 http://www.nttdocomo.com/pr/2008/001405.html






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Abbreviations

CDMA Code Division Multiple Access
GSM Global System for Mobile Communication
CAGR Compounded Annual Growth Rate
Mn Million
VAS Value Added Services
USO Universal Service Obligation
ARPU Average Revenue Per User
Cr Crore
IVR Interactive Voice Response
















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APPENDICES