Tata Teleservices Surges Forward in Indian Mobile Market

Tata Teleservices (TTSL), DOCOMO's Indian affiliate and the operator of the "TATA DOCOMO" GSM service, is emerging as a new winner in the Indian market. The company is rapidly increasing its share of the fast-growing Indian mobile market, having added an impressive 20 million new wireless subscribers just between June and December 2009, the result of leveraging the strong Tata brand and carrying out innovative marketing initiatives, such as launching India's first 1 paisa/second voice service in June.
DOCOMO acquired a 26 percent stake in TTSL in March 2009, attracted by its powerful brand and high growth potential as the telecom arm of Tata, India's largest conglomerate based on operating revenues. TTSL boasts high-quality wireless networks covering nearly all of India, plus a large number of retail stores and customer-service outlets.
Last October, the TATA DOCOMO brand inaugurated its unique Dive In stores. More than just retail outlets, the stores are an all-new marketing channel, says Anil Sardana, Managing Director, Tata Teleservices: "These stores, which are more like ‘lounge centers,' showcase new user interfaces, rich browsing and cutting-edge devices, as well as our newest mobile services, applications and devices. The result is a complete mobile experience in a comfortable, leisurely setting."
One month after launching the stores, TTSL added an industry-leading 3.3 million new subscribers, about 500,000 more than its nearest competitor.
Huge potential awaits TTSL in the Indian mobile market. The country counted some 525 million wireless subscribers as of December, nearly five times more than that in Japan, yet mobile phone penetration is still low, so robust growth is expected for some time.
"The Indian market has the essential fundamentals for growth," says DOCOMO Vice President Masatoshi Suzuki. Through offerings such as DOCOMICS, a mobile comics service, we look forward to using our world-leading mobile technologies, services and knowhow to help develop this exciting market."

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