The Hindu Business Line : Marketing with a difference, Tata Teleservices way

Hyderabad March 18 Tired of call drops in lifts or cellars or when you are in a journey? Tata Teleservices Ltd is now promising call conversations without a break for its 16 million mobile customers and an extra one million every month.

For Tata Teleservices Ltd, it is not about merely adding numbers any more, as they will come by any way in an extremely under-penetrated market, but time reassure customers of enhanced user experience.

Unlike the traditional marketing blitz often directed at numbers, this effort is aimed at pampering the existing customer, says Mr Abdul Khan, Head Marketing and Vice-President, Tata Teleservices Ltd.

"We now have a near pan-India presence barring J&K and North East and have created a robust CDMA network. So we thought we will take the message of enhanced user experience for the existing customers. The theme campaign too is built on this line," he said. "As a part of this initiative, we have created what we describe as a 360 degree touch point experience, through 20,000 experienced professionals, 3,200 value stores across cities and towns and backed by digital and viral marketing.

This is aimed at creating a stronger bond between the company and the customers and is based on customer feedback," he explained.

The campaign would include ad blitz with actress Kajol and would be backed by other brand ambassadors with the underlining message `experience the difference.'

Phone Connections

In fact, as a part of this initiative, TTSL would invite the existing customers to share new experiences and for those who would like to upgrade, offer new options and also help them possibly provide phone connections to their family members, including children.

This would be like a new brand positioning with a powerful message that the tried and tested CDMA network used even by the military establishments world over would never fail you. "Across our offerings of Walky, V-Data Cards and USB Internet plug-ins, the experience is enriching. The demand for V-data cards is such that there is a wait list, simply because browsing experience is far superior than what other wireless options offer," he said.

Enriching Experience

"As the world moves to next generation technologies offering video on mobile phones, we believe that the CDMA networks would be better placed to use the EVDO or Evolution of Data Optimised for a lot more enriching experience," he explained.

Initially, there was the issue of lack of adequate variety of handsets. But the market is now flooded with attractive handsets starting from Rs 1,600 and users have the choice to either buy from TTSL outlets or pick up handsets of their choice from wherever they like.

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