When I first saw the billboard near Amar Juice(that's near Cooper Hospital,Mumbai) the words Docomo seemed to shout at me.The simple black blackground with just the DOCOMO in startling orange, yellow and red and an inconspicious TATA in white was enough to rouse my curiousity.Well as we all know by now NTT DoCoMO is a Japanese telecom company that has acquired 26% stake for $2.7 billion last year in Tata Teleservices.Thats how Tata has come up with its GSM offering by the name of Tata Docomo.Though in the already crowded telecom space it's a new entrant,but coming from the house of Tata it has all the ingredients of a being a moneyspinner for TATA:
** the per second pulse and is being marketed very well though the concept is not novel, BPL Mobile had introduced it once way back in 2004
** the name of TATA - gives a tremendous sense of trust for generations.They are too sure of themselves and hence 26% partner shares 74% of logo space ;)
** its again targeted at the Aam Admi and Tatas for sure know that India has its share of common people who can give mind blogging volumes.
** Though it is a part of Tata Teleservices but the branding is completely different from Tata Indicomm ; TATA Docomo is trying to generate an identity not related to TATA Indicomm. Though TATA Indicomm is only in the GSM space, one might wonder why TATA wanted to create something completely different when they could have easily piggybacked with the Indicomm brother which has already achieved reach across the length and breadth of the country.
** This goes on to show that TATA is not quite keen to extend the Indicomm portfolio and going by the publicity generated in the different social networking sites ( by Docomo ) Indicomm might just get to play the second fiddle
** Whatever might be the case in the end it will be the consumers laughing all the way. The Indian Telecomm sector is proving to be a hotbed for innovations and customisations :)
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