...CASE STUDY ANALYSIS ON NTT DoCoMo: Marketing i-mode ANALYSIS There is one simple word to describe this case, and the word is “RADICAL” . From radical ideas leading to radical technologies, from radical ways to market the technology. We can safely say that the i-mode idea was an immense success, from 2 M subscribers 30 M subscriber’s in just 2 years from launch is a feat that is comparable to none. NTT launched this revolutionary service to reduce the existing load on their wireless spectrum but even they did not have an idea on the phenomenon, they had given birth to. It is clear from the success that the trio understood clearly the customer’s need at that time and also the value that the customer was expecting. Right from the start, the trio defied the regular rules of the industry to achieve one single goal – to gain new subscribers whilst delivering value to the customer. The concept of the service, the pricing, the content available, the billing structure, the hardware used to access the service were all conceptualized and developed keeping in mind the convenience to the user and were responsible for the success of the product. The whole concept caused a paradigm shift in the way the Japanese telecom industry operated, from adopting easy transmittable data standards, to the ease of use of the phone developed to provide the i-mode service, this shift actually brought to the customer the value they wanted. The value offered to the consumer was immense...
Words: 507 - Pages: 3
...NTT DoCoMo: Marketing i-mode Why was NTT DoCoMo so successful? What is the most critical reason for its success? DoCoMo’s i-mode delivered a service that met the incipient need of a large target group in the market, namely a world wide web-like content service on a mobile phone, and rapid easy messaging; this was the critical driver of its success. Most of their strategic and marketing decisions, such as its choice of content, advertising, pricing, technology and hardware, revolved around appealing to young Japanese customers. Its consistent marketing approach created a service that consumers were previously not able to articulate. The service was a “blue ocean” (Kim & Mauborgne, 2005) - a standalone service that uniquely integrated the most appealing aspects of the internet and mobile communications. The following are the key decisions that supported the success of DoCoMo: Content DoCoMo chose not to control the entire value chain from content to network, but rather involved the work of third-party entrepreneurs to build content. Partners like Bandai (Moon et al., 2002, p.6), Japan’s largest producer of toys and video games, supplied emotionally appealing content for teenagers and young adults. In addition, a centralized and seamless billing structure facilitated payment to content providers by subscribers who valued convenience and who disliked small purchases made with credit cards. This service proved popular; in 2001 around half of i-mode’s customers were subscribing to...
Words: 1069 - Pages: 5
...these sub-brands are endorsed by the parent and yet maintain their own distinguished persona and value proposition in the consumer’s mind. A complete break away from the parent that is the creation of an individual brand would not be possible for Marriott in this case. Primarily because here the consumer is looking for her needs to be met within the universe of Marriott-backed service guarantee. The “endorsement” is necessary. In effect, branding strategies must be guided by, as well as geared towards, achieving a larger goal. Let us consider the examples of telecommunications player Tata DoCoMo and two-wheeler major Bajaj Auto, two brands that have chosen to take completely opposite routes around the same time to illustrate the dos and don’ts of the branding journey. And yet, each has valuable lessons in store for future managers. One versus many The Strategist looks at the recent experiences of TataDoCoMo and Bajaj Auto to check if the textbook assumptions about umbrella versus multiple branding stand true on the ground MASOOM GUPTE he standard view of business growth is that growth is always good, bigger is always better and that companies must grow or die. While every company aspires to grow its business, an expanding business brings with it a host of new risks: too many people, too many locations, too many products and at times, too many brands T to contend with. At least for marketing managers the choice is clear: they have to decide whether they prefer the simplicity...
Words: 1943 - Pages: 8
...Ziasmin Akter (Std. ID: 20113286) Content…….. 1. 2. 3. 4. 5. 6. 7. Synopsis of mobile operator in BD Robi Banglalink Citycell Findings Recommendation Q/A Mobile Phone Subscribers in Bangladesh Operators Grameen Phone Ltd. (GP) Active Subscribers(Million) 39.293 Orascom Telecom Bangladesh Limited (Banglalink) 25.490 Robi Axiata Limited (Robi) Airtel Bangladesh Limited (Airtel) Pacific Bangladesh Telecom Limited (Citycell) Teletalk Bangladesh Ltd. (Teletalk) Total 19.211 6.734 1.699 1.358 93.788 Source: BRTA Website Company Overview ROBI… Axiata (Bangladesh) Limited is a dynamic and leading countrywide GSM communication solution provider It is a joint venture company between Axiata Group Berhad, Malaysia and NTT DOCOMO INC, Japan. Company Overview ROBI Cont. On 28th March, 2010 the company started its new journey with the brand name Robi. It has the widest International Roaming coverage in Bangladesh connecting 553 operators across 207 countries. Compensation plan of ROBI Salary & Benefit Monthly salary is transferred to employees bank account on 25th of each month Employee receives a monthly pay statement which shows the deductions as; income tax and provident fund Allowances : includes House rent Medical Conveyance Festival Bonus: Eid/ Cristmas equal to basic salary Salary Review : Periodically with consistent with the living standard and competitive salary...
Words: 484 - Pages: 2
...Salaried * Professional * Others 5. marital status: * married * unmarried 6. would you say is cellular network is needed? * Yes * No 7. which mobile connection do you own? * Airtel * Aircel * Both If you answered ”AIRTEL”, then proceed till qn.16 If you answered ”AIRCEL”, then proceed from qn.17 8. How long you are using airtel cellular network? * 2-4 years * 4-6 years * 6-8 years * More than 8 9. Do you know anyone who uses the same network of airtel as you do? * Yes * No If no, then please specify the name of other network that they make use of? * Vodafone * BSNL * Idea * Tata docomo * Reliance * Others 10 . How will you differentiate your own airtel network with others? Because it provides * Connectivity * Tariff rates * Call drops * Network coverage * Customer service 11. Will you change your airtel cellular network in future? * Yes * No * If yes, state the reason…………………………………………………. 12. What do you think about the assurance/service given by the airtel network. Specify by providing your opinion according to the parameters given below. * Strongly agree * Agree * Neutral * Disagree * Strongly disagree 13. How much amount of money you spend per month to access airtel networks? * Rs.10-50 * Rs.50-100 * Rs.100-200 * Rs.200-500 ...
Words: 480 - Pages: 2
...Tata Teleservices Integrates all its services under Tata Docomo : Tata Teleservices Integrates all its services under Tata Docomo Presented By: Sanyog Chaturvedi 1 Contents: Contents Umbrella Branding Tata Teleservices Tata Docomo Indian Telecom Industry SWOT Analysis Effect Of the Merger 2 Umbrella Branding: Umbrella Branding An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity. There are often economies of scope associated with umbrella branding since multiple products can be efficiently promoted with a single advertisement or campaign. 3 Cont……….: Cont………. Umbrella branding facilitates new product introductions by providing a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages. Umbrella branding imposes on the brand owner a greater burden to maintain consistent quality. A good example is AMUL - Amul Butter, Amul Cheese, Amul Milk, Amul Icecream , Amul Chocolates etc 4 Benefits: Benefits Brand image of parent brand acts as a differentiating factor for product in extremely competitive market. Extra cost of Brand creation is not required. Umbrella branding help to create dependent perception about product as parent Brand. Umbrella branding helps to give positioning to product. Advertising and promotional efforts...
Words: 1496 - Pages: 6
...|Future Group | |Profiling & evaluation of T24 mobile services in Kolkata with way forward to improve productivity in revenue, number of customers & services | |offered | | | | | | | | | | | SUBMITTED BY Dipayan Datta DECLARATION I Dipayan Datta a student of Asia-Pacific Institute of Management, New Delhi did my Summer Internship program at Pantaloons Retail India Ltd, Kolkata. This report is an authentic work of mine and has not been submitted anywhere before for any...
Words: 6749 - Pages: 27
...and cross-skilled team spanning across the US, UK, Japan, Korea and India. Reliance Games' portfolio presently includes more than 600 games for over 2000 devices across various operating system like the iOS, Android, Windows, Java & Symbian. Its current roster of hit games includes After Earth the mobile game, Real Steel, Total Recall, F1 2011 among others. On the Nokia store alone, the collective Reliance Games titles have surpassed over 200 million downloads. Distributed across the US, Europe, South Africa, Australia, the Middle East, and Asia, Reliance Games’ content can be accessed through 80 leading networks across 40 countries as well as global AppStores. The content is available on leading networks like Airtel, Vodafone, BSNL, TATA Docomo, M1, MTNL, Dialog Telekom, Reliance Mobile World, Telstra, Tele2, TIM, O2, Virgin Mobile, KPN, Telia, 3, Telefonica, Optimus, and Telenor. Key Duties and Responsibilities • Run "game as service" business with these titles and ensure their success. • Maximize titles' engagement, virality, enjoyment, and monetization. • Use a strong quantitative background to balance the math in new feature design and manage virtual economies. • Work with the marketing team on the development and implementation of go-to-market strategies, ensuring successful launch execution and clear consumer messaging of key product roll-outs. • Work to continuously improve/promote offerings and optimize response/ROI Minimum Qualifications ...
Words: 338 - Pages: 2
...Managed Enterprise Internet Services - Proposal PROPOSAL FOR Sunil Hitech Engineers Ltd. Kharsia Managed Enterprise Internet Services The most reliable internet from India’s most reliable network PRESENTED BY Tata Indicom Managed Enterprise Internet Services Page 1 of 5 Managed Enterprise Internet Services - Proposal TABLE OF CONTENTS BUSINESS REQUIREMENT .................................................................................................................................. 3 TTSL MANAGED ENTERPRISE INTERNET SOLUTION................................................................................................ 3 TTSL NETWORK – ISP BACKBONE NETWORK ........................................................................................................ 3 FEATURES AND BENEFITS .................................................................................................................................. 4 SERVICE LEVEL GUARANTEE .............................................................................................................................. 4 BILL OF MATERIAL........................................................................................................................................... 4 TERMS AND CONDITIONS .................................................................................................................................. 5 Tata Indicom Managed Enterprise Internet Services Page 2 of 5 ...
Words: 571 - Pages: 3
...“A STUDY ON THE FACTORS BEHIND BRAND SWITCHING IN TELECOM INDUSTRY ON THE BRANDS LIKE AIRTEL, VODAFONE, IDEA AND TATA DOCOMO IN SURAT CITY.” I Bhavin A. Vayla student of Navnirman Institute Of Management Surat, doing Marketing Research project on Telecom Network titled “Factors behind Brand Switching in Telecom Industry in Surat city.” Hence I would be grateful if you would spare your valuable time and co-operate by answering few questions to the best of your knowledge. I assure you that the information collected will be used for academic purpose only. 1) Do you use Telecom service? Yes. No. 2) Do you usually change your telecom network brand? 1 2 3 4 5 Strongly Agree Neutral Disagree Strongly Agree Disagree 3) Where do you look for information before switching your telecom network brand? In Stores. Internet. Television. Hoardings. Word of Mouth. Other . 4) What influences you to go for a particular Telecom network brand? Network Operator’s Office. Someone recently bought the same. Someone already used or using it. Can’t say. No influence. 5) Are you aware about the portability system of Telecom network? Yes. No. 6) Have you switched over your telecom network brand in last 1 year? Yes. No...
Words: 423 - Pages: 2
...Amity University | TATA DOCOMO Merger | MMBOR Assignment | | | | Submitted to: Lecturer Amity University Submitted by: BBA + MBA (Dual) | About TATA group of companies The Tata group comprises over 100 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries. The total revenue of Tata companies, taken together, was $100.09 billion (around Rs475, 721 crore) in 2011-12, with 58 percent of this coming from business outside India. Tata companies employ over 450,000 people worldwide. The Tata name has been respected in India for more than 140 years for its adherence to strong values and business ethics. About TATA Teleservices Tata Teleservices (TTL) spearheads the Tata group’s presence in the telecom sector. Incorporated in 1996, TTL is the pioneer of the CDMA 1x technology platform in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India) [renamed Tata Teleservices (Maharashtra)] by the Tata group in 2002. The company launched mobile operations in January 2005, under the brand name Tata Indicom and today, enjoys a pan-India presence through existing operations in all of India’s 22 telecom circles. TTL is also the market leader in the fixed wireless...
Words: 833 - Pages: 4
...Date: 23/10/2010 Dear Sir, We would like to introduce ourselves as a Service Retail company who has made a pioneering effort in Mobile Commerce business. We believe in creating value, ensuring stability and in encouraging emerging business dimensions for vertical and horizontal growth. We would like to offer you to participate in this carnival of growth by carrying our brand and services. This proposition will help both of us to enjoy and ensure niche advantage in the market. Let’s build wealth together. Regards, Ashok mali Mob: 9791037513 Executive summary: We propose to extend this tie-up to explore opportunity in Service Retail sector in eastern India, the objective of this joint venture to strengthen each other to enhance existing business architecture. Accumulation of resources and build a business revenue model for mass in the service sector by creating a retail network across the state on a ongoing model. We hope to multifold the revenue and create opportunity for SMEs, mass by adding value in the system with a conglomerate effort of technology, business intelligence and also through people power. Our mission is to make services available under one roof through a retail network for the people by the people of the people. Industry: We are targeting all possible services such as Bill Payment, Recharge, Ticketing, Booking, Statutory Payments, logistic, e-commerce etc for the industry sectors such as telecom, insurance, power, banking...
Words: 1462 - Pages: 6
...Case Study: Tata DOCOMO HELPING TATA DOCOMO WITH THEIR PROCUREMENT TRANSFORMATION INITIATIVE Client: Tata DOCOMO • Industry: Telecommunications Tata Teleservices (TTSL) provides telecommunications services to about 85 million clients in thousands of towns and villages across India. Among its services are mobile and wireline telephone (under the Tata Indicom brand), fixed wireless phones (Walky), public telephone booths, and Internet access (Photon). Founded in 1996, TTSL is a subsidiary of the conglomerate Tata Group. It also provides wireless phone service through a joint venture with Japan-based NTT Docomo. Tata Teleservices Limited launched 3G services for the first time in India, under the brand name Tata DOCOMO. With 3G, Tata DOCOMO redefined the face of telecom in India. Overview Need: Tata Docomo realized that they were losing out due to cumbersome supplier registration and bidding processes. They wanted to automate their business processes and streamline their procurement activities. They had to collaborate better with their 500 suppliers and enable better transparency. Solution: Bristlecone implemented SAP SRM and helped leverage supplier registration, supplier evaluation, bidding and auctioning process, supplier collaboration and SRM analytics. Benefit: Bristlecone helped revamp the procurement processes and automated bidding & auctioning. With the solution, they were able to shift from transactional purchasing to strategic purchasing. Suppliers were provided...
Words: 853 - Pages: 4
...NTT DoCoMo Anjum Attar(2012135) Bidisha Bose(2012139) Chetan Kale(2012140) Malav Kansara(2012150) Pranay Jain(2012161) Praveen Joseph(2012163) Siddharth Chandarana(2012176) Sailing the Blue Ocean • The DoCoMo case deals with a companies quest to sail through the highly competitive market with the help of the market pioneers • As a technology and telecom based industry in a highly evolved and mature market it was inevitable to explore new white spaces • DoCoMo decided to enter the data service provider space and was successful in grabbing the fist movers advantage and the market share. • This was possible with its extensive understanding of the market and novelty of their proposition i-mode ? • Service across a wireless network which enables handheld devices (such as cell phones) to access the Internet • Mobile internet service offered by NTT DoCoMo ▫ Introduced in February 1999 • Extremely popular in Japan and expanding into Europe ▫ As of March 31st, 2002, there are approximately 32,150,000 subscribers (in Japan) Quick Note: Invented by Mari Matsunaga What Can I do With i-mode ? • Web-browsing • Email (the “killer app”) • Chat, Games • Access to information ▫ Transaction Content Money Transfer, Balance Check, Ticket Reservation… ▫ Information Content News updates, sports news, stock quotes… ▫ Database Content Restaurant Guide, Telephone Directory… 1) How would you assess the profitability and attractiveness of the ...
Words: 709 - Pages: 3
...Tata Teleservices Limited - Strategic SWOT Analysis Review Summary Tata Teleservices Ltd. (TTL), a part of Tata Group, is engaged in providing telecommunication services to its customers in India. The company offers CDMA and GSM mobile, public booth telephony, wireline services, and wireless desktop phones and data cards. It also provides post-paid Internet, voice portal, roaming, 3-way conferencing, Wi-Fi Internet, group calling, USB modem, calling card, enterprise services, picture messaging, polyphonic ring tones, and news, cricket, and astrology information. TTL provides its services across India's 22 telecom circles by offering communication services for farmers to operate irrigation pumps from remote locations, and person-to-person mobile money transfer services, and operates an online channel. Its key brands include Virgin Mobile, Walky the Photon, and T24. The company is headquartered in Mumbai, Maharashtra, India. GlobalData’s Tata Teleservices Limited - Strategic SWOT Analysis Review provides a comprehensive insight into the company’s history, corporate strategy, business structure and operations. The report contains a detailed SWOT analysis information on the company’s key employees, key competitors and major products and services. This up-to-the-minute company report will help you to formulate strategies to drive your business by enabling you to understand your partners, customers and competitors better. Scope - Business description – A detailed description...
Words: 595 - Pages: 3
