Tata DOCOMO is recognized as the Best Emerging Markets Carrier in Asia in the 13th annual telecom asia awards.
Tata DOCOMO, a joint venture between Tata Teleservices (TTSL – 74%) and Japan’s NTT DoCoMo (26%), it started service as the Tata group’s GSM provider last June. Tata DOCOMO is India’s fifth largest mobile operator, a tad behind BSNL. Another spectacular achievement is that, it began offering per-second billing and in so doing forced its bigger competitors to follow them. Tata Docomo has provided fairness and transparency in all their tariffs and it is very simple for Indian common man to understand.
Tata is one of India’s biggest and best-known business conglomerates, with investments in steel, autos, IT and chemicals. Tata is also known for its philanthropy and ethical business practices. The Tata brand also helped the telecom company’s growth.
“The Indian consumer has been extremely smart and pretty responsive to new technology,” said N.V. Subbarao, who heads the southeast India hub. A significant segment of customers “is global as anything in the world,” while the fact that 70% of the population can’t get traditional internet promises an even bigger opportunity.
“In a large number of small towns the mobile internet penetration is more than the ISP. That number will increase. The trick is how to find the right price paradigm and obviously to build a business.”
Thanks to the wide penetration of TV – more than 90% have cable TV in some areas, and 65% in rural India – everyone is aware of what is available. [source]