Market Survey Effectiveness Tata Indicom Products Services

SUCCESS THROUGH INNOVATION

A STUDY ON
“Market survey on the effectiveness of product
and services provided by TATA INDICOM”

INTERIM REPORT
Submitted to
AFFINITY BUSINESS SCHOOL, BHUBANESWAR

INTERIM REPORT

Submitted by:

PRADYUMNA SAHOO

Enrollment Number: PGDM/09/234

Under the guidance of

Prof. BARADA PRASAD PANIGRAHY. Mr. SAGAR DASH

ABS, Bhubaneswar Tata Teleservices ltd.
1

Index
Topic name
page no.

1. Certificate from the organization 3
2. Certificate by the faculty guide 4
3. Declaration 5
4. Acknowledgement
6
5. Executive Summary 7
6. Objective
9
7. Importance of the study
10
8. Introduction 11
a) Mile Stones Of TTSL
20
b) Overview Of The Company
25
c) Products and services of Tata Indicom
28
9. Product life cycle of postpaid connection
77
10. Bill cycle 79
11. Methodology
80
12. Swot analysis
82

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13. Data analysis & interpretation
83
14. Limitations 91
15. Results & Finding
93
16. Conclusion 94
17. Recommendation 95
18. Appendix 97

19. Bibliography 100

Mr. SAGAR DASH
MANAGER
COLLECTION DEPT.
TATA TELESERVICES LTD.

CERTIFICATE

This is to certify that Pradyumna Sahoo,
student of Affinity Business School is pursuing
his PGDM has worked under my guidance
and supervision on his dissertation entitled
“Market survey on the effectiveness of

3

product and services provided by TATA
INDICOM”.To the best of my knowledge this
is an original piece of work.

(Mr. SAGAR DASH)

4

CERTIFICATE

This is to certify that PRADYUMN SAHOO,

student of AFFINITY BUSINESS SCHOOL
pursuing his PGDM, has worked under my
guidance and supervision on his dissertation
entitled “Market survey on the effectiveness
of product and services provided by TATA
INDICOM”. To the best of my knowledge this
is an original piece of work.

(Prof. BARADA PRASAD PANIGRAHY.)
5

AFFINITY BUSINESS SCHOOL
BHUBANESWAR

6

DECLARATION

I PRADYUMNA SAHOO, student of AFFINITY
BUSINESS SCHOOL do here by declare that the
project report on “Market survey on the
effectiveness of product and services
provided by TATA INDICOM” is the product of
my own knowledge and effort. No part of this
report has been submitted to anyone at time
before. It is presented for the fulfillment of
PGDM 2009-11.

PRADYUMNA SAHOO
Date:

7

ACKNOWLEDGEMENT

I sincerely thank to my corporate guide
Mr. SAGAR DASH of TATA TELESERVICES LTD.
giving me this opportunity to work in their
esteemed organization and helping me for
completing the project in a successful
manner.

My regards to my faculty guide Prof. BARADA
PRASAD PANIGRAHY for guiding me and
clarifying the doubts in the area of my project
study.
.
Last but not the least, I am very thankful to
those employee’s of TATA TELESERVICES
LTD. and some of my friends for helping me
and guiding me in every aspects.

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Executive summary

Tata Teleservices Limited spearheads the Tata Group’s
presence in the telecom sector. The Tata Group had
revenues of around USD 70.8 billion in Financial Year
2008-09, and includes over 90 companies, over 363,039
employees worldwide and more than 3.5 million
shareholders.
Incorporated in 1996, Tata Teleservices 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) Ltd [renamed Tata Teleservices (Maharashtra)
Limited] by the Tata Group in 2002. It 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.
The company is also the market leader in the fixed
wireless telephony market. The company’s network has
been rated as the ‘Least Congested’ in India for five
consecutive quarters by the Telecom Regulatory Authority
of India through independent surveys.
Tata Teleservices Limited now also has a presence in the
GSM space, through its joint venture with NTT DOCOMO of
Japan, and offers differentiated products and services
under the TATA DOCOMO brand name. TATA DOCOMO
arises out of the Tata Group’s strategic alliance with
Japanese telecom major NTT DOCOMO in November
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2008. TATA DOCOMO has received a pan-India license to
operate GSM telecom services—and has also been
allotted spectrum in 18 telecom Circles. The company has
rolled out GSM services in 17 of India’s 22 telecom Circles
in the quick span of less than a year. The company plans
to launch pan-India operations by the end of FY 2010-11.
TATA DOCOMO marks a significant milestone in the Indian
telecom landscape, and has already redefined the very
face of telecom in India, being the first to pioneer the per-
second tariff option—part of its ‘Pay for What You Use’
pricing paradigm. Tokyo-based NTT DOCOMO is one of
the world’s leading mobile operators—in the Japanese
market, the company is the clear market leader, used by
over 50 per cent of the country’s mobile phone users.
Tata Teleservices operates under five different brands
— Tata Indicom (CDMA services), Tata DOCOMO (GSM
services),Virgin Mobile, Tata Walky (which is the brand for
fixed wireless phones), Tata Photon (the company’s brand
that provides a variety of options for wireless mobile
broadband access) and T24. TTSL recently entered into a
strategic partnership agreement with Indian retail giant
Future Group to offer mobile telephony services under a
new brand name—T24—on the GSM platform. The exciting
new brand was unveiled in February and it has
commenced the GSM operations under the brand name
T24 in Andhra Pradesh and will roll out services in other
circles shortly.
Today, Tata Teleservices Ltd, along with Tata Teleservices
(Maharashtra) Ltd, serves nearly 70 million customers in
more than 450,000 towns and villages across the country,
with a bouquet of telephony services encompassing
Mobile Services, Wireless Desktop Phones, Public Booth
Telephony and Wireline Services.
In December 2008, Tata Teleservices announced a unique
reverse equity swap strategic agreement between its
telecom tower subsidiary, Wireless TT Info-Services
Limited, and Quippo Telecom Infrastructure Limited—with
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the combined entity kicking off operations with 18,000
towers, thereby becoming the largest independent entity
in this space—and with the highest tenancy ratios in the
industry. Today, the combined entity has a portfolio of
nearly 35,000 towers.
TTSL’s bouquet of telephony services includes mobile
services, wireless desktop phones, public booth
telephony, Wireline services and enterprise solutions.
Over the last few months, Tata Teleservices’ industry-
best and innovative offerings have gained industry-wide
recognition and the Year 2010 saw TTSL add many notable
accolades to its name. TTSL was named The Best
Emerging Markets Carrier by Telecom Asia, and received
8 awards at the World HRD Conference, including 5th Best
Employer in India. The company also received 3 awards at
the Telecom Operator Awards 2010 from Tele.net; Best
Company, CEO of the Year and Best Quality of Service,
and Business Standard award for ‘Most Innovative Brand of the
Year’.

ON THE JOB TRAINING

OBJECTIVE:

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 On the job, training (OJT) gives a practical exposure

and helps in acquiring the on road skills .
 First and foremost, objective is to focus on collection

of funds in Bhubaneswar.
 OJT aims relate management theory to practice.
 To gain the complete knowledge about the collection

of funds and services of TATA TELESERVICES LTD.
 To generate the leads through survey.
 To get “Real” business experience of TATA
TELESERVICES LTD.
 It is an ideal way to explore an Industry, building a
relationship with a prospective employer, or simply
hone our skills.
 To maintain a good relationship among corporate

employee’s.
 To find out the customer awareness on booming
financial markets and to find out the Investment
patterns of the people.
 To know the opportunities and challenges of Telecom

sector in India.
 To generate awareness among the public about
various systematic plan, so that they can be able to
take part of the vast services of TATA TELESERVICES
LTD.

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 To win over the customers trust based on
accountability.

IMPORTANCE OF THE STUDY

Training in an organization is very important for a
student who is studying a professional course like MBA.
Decision-making can’t be learnt in the confines of the
four walls of the class and as such practical on field
training is quite important to learn the art of decision-
making. There is no certain formula for any particular
problem, but the aim of this study is to develop the
ability of decision-making. A right decision at the right
time itself helps an organization to run smoothly.

This training in an organization gives an idea of
how decisions are taken tactfully based on available
facts when any problem comes to an executive. So the
way of problem solving, right decision making and
knowledge of the different type of marketing activities
gives much importance to the study. Though two
months is not a very long time to develop these skills

14

fully but an overall idea can be developed if this study is
done sincerely

INTRODUCTION

TATA GROUP

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CONTRIBUTION TOWARDS INDIA

 Serving India for 126 years.
91 diversified companies.
Revenue of over to 67000 crore.
Revenue equivalent to 2.4% of India’s GDP.
Accounts for about 5.1% of India’s exports.
Trusted by over 2 million shareholders.

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LEADERSHIP WITH TRUST

Tata companies operate in seven business sectors:
communications and information technology, engineering,
materials, services, energy, consumer products and
chemicals. They are, by and large, based in India and
have significant international operations. The total revenue
of Tata companies, taken together, was $70.8 billion
(around Rs325, 334 crore) in 2008-09, with 64.8 per cent
of this coming from business outside India, and they
employ around 363,039 people worldwide. The Tata name
has been respected in India for 140 years for its
adherence to strong values and business ethics.

Every Tata company or enterprise operates independently.
Each of these companies has its own board of directors
and shareholders, to whom it is answerable. There are 28
publicly listed Tata enterprises and they have a combined
market capitalization of some $60 billion, and a
shareholder base of 3.5 million. The major Tata companies
are Tata Steel, Tata Motors, Tata Consultancy Services
(TCS), Tata Power, Tata Chemicals, Tata Tea, Indian,
hotels and Tata communication.

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Tata Steel became the sixth largest steel maker in the
world after it acquired Corus. Tata Motors is among the
top five commercial vehicle manufacturers in the world
and has recently acquired Jaguar and Land Rover. TCS is
a leading global software company, with delivery centre’s
in the US, UK, Hungary, Brazil, Uruguay and China, besides
India. Tata Tea is the second largest branded tea
company in the world, through its UK-based subsidiary
Tetley. Tata Chemicals is the world’s second largest
manufacturer of soda ash and Tata Communications is
one of the world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata
companies, the Tata brand is also gaining international
recognition. Brand Finance, a UK-based consultancy firm,
recently valued the Tata brand at $9.92 billion and ranked
it 51st among the world's Top 100 brands. Business Week
magazine ranked Tata 13th among the '25 Most Innovative
Companies' list and the Reputation Institute, USA, recently
rated it 11th on its list of world's most reputable
companies.

Founded by Jamsetji Tata in 1868, Tata’s early years
were inspired by the spirit of nationalism. It pioneered
several industries of national importance in India: steel,

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power, hospitality and airlines. In more recent times, its
pioneering spirit has been showcased by companies such
as TCS, India’s first software company, and Tata Motors,
which made India’s first indigenously developed car, the
Indica, in 1998 and recently unveiled the world’s lowest-
cost car, the Tata Nano.

Tata companies have always believed in returning wealth
to the society they serve. Two-thirds of the equity of Tata
Sons, the Tata promoter company, is held by philanthropic
trusts that have created national institutions for science
and technology, medical research, social studies and the
performing arts. The trusts also provide aid and
assistance to non-government organisations working in
the areas of education, healthcare and livelihoods. Tata
companies also extend social welfare activities to
communities around their industrial units. The combined
development-related expenditure of the trusts and the
companies amounts to around 4 per cent of the net profits
of all the Tata companies taken together.

Going forward, Tata is focusing on new technologies and
innovation to drive its business in India and internationally.
The Nano car is one example, as is the Eka
supercomputer (developed by another Tata company),
which in 2008 was ranked the world’s fourth fastest.
Anchored in India and wedded to traditional values and
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strong ethics, Tata companies are building multinational
businesses that will achieve growth through excellence
and innovation, while balancing the interests of
shareholders, employees and civil society.

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THE FOUNDER OF TATA GROUP

THE GIANT WHO TOUCHES TOMORROW
JAMSETJI NUSSERWANJI TATA

Jamsetji Tata was more than merely an
entrepreneur who helped India takes her place in the
league of industrialized nations. He was a patriot and a
humanist whose ideals and vision shaped an exceptional
business conglomerate.

We live in an age where greatness in historical
personalities is as easily exaggerated as it is inequitably
scrutinized. One person who does soar beyond such
judgmental trivialities is Jamsetji Nusserwanji Tata,
industrialist, nationalist, humanist and the founder of the
House of Tata.

The industrialist in Jamsetji was a pioneer and a visionary,
possessed of a spirit of entrepreneurial adventure and
acumen never seen before or since in a native of colonial
India. The nationalist in him believed unwaveringly that the
fruits of his business success would enrich a country he
cared deeply about. These attributes, by themselves,
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would have been enough to mark him as an extraordinary
figure. But what made Jamsetji truly unique, the quality
that places him in the pantheon of modern India's greatest
sons, was his humaneness.

It is this characteristic from which stemmed Jamsetji
generosity of heart and his compassion for a citizenry
laboring under the twin realities of oppressive foreign
occupation and overwhelming poverty. The distinctive
structure the Tata group came to adopt after Jamsetji
passing, with a huge part of its assets being held by trusts
devoted to ploughing money into social-development
initiatives, can be traced directly to the empathy
embedded in the Founder's philosophy of business.

Nothing of Jamsetji childhood suggested he would create
his own destiny. Born on March 3, 1839, in the sleepy town
of Navsari in Gujarat, he was the first child and only son of
Nusserwanji Tata, the scion of a family of Parsee priests.
Many generations of the Tata’s had joined the priesthood,
but the enterprising Nusserwanji broke the mould,
becoming the first member of the family to try his hand at
business.

Raised in Navsari, Jamsetji joined his father in Bombay
when he was 14. Nusserwanji got him enrolled at
Elphinstone College, from where he passed out in 1858 as

22

a 'green scholar', the equivalent of today's graduate. The
liberal education he received would fuel in Jamsetji a
lifelong admiration for academics and a love of reading.
Those passions would, though; soon take a backseat to
what Jamsetji quickly understood was the true calling of
the life: business.

It was a far-from-opportune time for a young native to take
his first, tentative steps into the volatile world that was
business in the subcontinent. Jamsetji entrepreneurial
career began, in the words of JRD Tata, "when the passive
despair engendered by colonial rule was at its peak". The
Indian Mutiny of 1857 was but two years past when
Jamsetji joined the small firm that his father, a merchant
and banker, ran. He had just turned 20.

In 1868, aged 29 and wiser for the experience garnered by
nine years of working with his father, Jamsetji started a
trading company with a capital of Rs 21,000. The budding
entrepreneur was by now accustomed to the fickleness of
the business life, being witness to the failure of his father's
banking enterprise. This episode blighted his first visit to
England, where he was besieged by creditors, but
Jamsetji also learned a lot on this trip, most significantly
about the textile business.

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The period following the establishment of Empress Mills
was the most significant of Jamsetji busy life. From about
1880 to his death in 1904, Jamsetji was consumed by what
has to be the three great ideas of his life: setting up an
iron and steel company, generating hydroelectric power,
and creating a world-class educational institution that
would tutor Indians in the sciences. None of these would
materialize while Jamsetji's lived, but the seeds he laid,
the work he did and the force of will he displayed in
fulfilling this triumvirate of his dreams ensured they would
find glorious expression.

Jamsetji Nusserwanji Tata employed the wealth he
created to enrich India and her people.

CHAIRMAN OF TATA GROUP OF COMPANIES

RATAN NAVAL TATA

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Ratan Naval Tata has been the Chairman of Tata Sons, the
promoter company of the Tata group, since 1991. He is
also the Chairman of the major Tata companies, including
Tata Motors, Tata Steel, Tata Consultancy Services, Tata
Power, Tata Tea, Tata Chemicals, Indian Hotels and Tata
Teleservices. During his tenure, the group’s revenues
have grown nearly 12-fold.

Mr. Tata also serves on the board of directors of Fiat SpA
and Alcoa. He is also on the international advisory boards
of Mitsubishi Corporation, the American International
Group, JP Morgan Chase and Rolls Royce.

Mr Tata is associated with various organisations in India
and overseas. He is the Chairman of two of the largest
private-sector-promoted philanthropic trusts in India. He is
25

a member of the Prime Minister’s Council on Trade and
Industry, the National Hydrogen Energy Board, and the
National Manufacturing Competitiveness Council. He is
the president of the Court of the Indian Institute of Science
and Chairman of the Council of management of the Tata
Institute of Fundamental Research. He also serves on the
UK Prime Minister’s Business Council for Britain and the
International Advisory Council of Singapore’s Economic
Development Board. He is also a member of the Global
Business Council on HIV / Aids and the Programme Board
of the Bill and Melinda Gates Foundation’s India Aids
initiative.

Mr. Tata joined the Tata group in 1962. After serving in
various companies, he was appointed director-in-charge
of The National Radio and Electronics Company in 1971. In
1981 he was named Chairman of Tata Industries, the
group’s other promoter company, where he was
responsible for transforming it into a group strategy think-
tank, and a promoter of new ventures in high technology
businesses.
Mr Tata received a BS degree in architecture from Cornell
in 1962. He worked briefly with Jones and Emmons in Los
Angeles before returning to India in late 1962. He
completed the Advanced Management Program at
Harvard Business School in 1975.
26

The Government of India honoured Mr. Tata with its
second-highest civilian award, the Padma Vibhushan, in
2008. He has also received honorary doctorates from
Ohio State University, the Asian Institute of Technology,
the University of Warwick and the Indian Institutes of
Technology of Kharagpur and Madras, and an honorary
fellowship from the London School of Economics.

MILESTONES OF TATA TELESERVICES LIMITED

1996: MARCH Letter of intent (LOI) issued to the company on

march
13, 1996 to provide basic telephony service in the state
of Andhra Pradesh.
1997: NOVEMBER license agreement signed with DoT for

operating basic telephone service in the circle of
Andhra Pradesh on November 4,1997.
1998: First to introduce the concept of smartcard technology

in Pay Telephone business Tata Teleservices has
signed up with schlumberger of france to establish their
pay phone network. Schlumberger of france works with
over 70 telecom companies worldwide and enjoys over
25% of the smart card payphone market segment.

27

1999: MARCH First private basic telecom service provider to

launch service in the state of Andhra on 31st march
1999.the first private telephone services provider in the
country to offer centrex to its customers.
August Launched basic services in the city of Vijayawada

on august18, 1999.
2001: January Launched basic services in the city of GUNTUR

on January 20, 2001.
January Crossed the 50,000 landmark by January 2001.

Tata teleservices limited is among the first three
private basic telecom service provider in the country, to
be awarded the letter of intent(LoI) to provide basic
telecom service in 15 other state of India.
First private basic telecom service provider in the
country to commercially launch limited mobility service-
Tata IndicomCDMA Mobile.
December New Era of Customer convenience –launch

of ihelp
To provide customers with enhanced customer service
and convenience, Tata
Teleservices launched “ihelp”-an Interact response

2002:MARCH Digital DSL Service launched

Tata Teleservices Limited’s endeavor to provide
customer with wide ranging data applications continues
28

with the launch of DSL Data services.DSL gives
customers the flexibility of simultaneously meeting his
data & POTS needs on a single line.
June Record 1000 VPTs Installed

Tata Teleservices Limited becomes the first and only
private basic service operator in the country to
complete the installation of 1000 Village Public
Telephone in a circle.
Acquisition of Hughes Tele.com Tata Teleservices
Limited acquires Hughes telecom, a company which had
a strong presence in basic telephony in the states of
Maharashtra & Goa.
July Tata Teleservices Limited crosses 2 lakh customers.

Once again Team AP exceeds all expectations by reaching
2 lakh customers ahead of schedule .The records keep
falling by the wayside as Team AP moves ever onwards.
NOVEMBER Tata Indicom launch in Tamil nadu and

Karnataka.
Tata Teleservices Limited unveils its new brand Tata
Indicom while launching its services (CDMA Mobile, Basic
phone connection)in Tamil Nadu an Karnataka.
DECEMBER Tata Indicom launched in Delhi and Gujarat

Tata Teleservices Limited spreads its service network to
the national capital and Gujarat, Services inaugurated by

29

the minister of information technology Mr.pramod
mahajan.
2003 MARCH Tata Indicom customer base crosses

500000.More than half a million people across the nation
are now satisfied customers of Tata Indicom
AUGUST Tata Teleservices (AP circle) is rated as one of

the “Great places to Work” in a business world
survey(Business World-sept 1 2003)
Outlook Money (August 22, 2003 issue)rated Tata
Indicom’s Economy 450 as the best mobile deal.
2004 JANUARY Tata Indicom crossed the half million-customer

mark in the Final Wireless segment by registered over
300% growth in its Fixed Wireless customer base since
January 2003.With over half million Fixed Wireless retail
customers and over 30,000 Fixed Wireless payphone,
Tata Indicom continues to be the leader in the Fixed
Wireless segment. National SMS service launched across
the six circles
FABRUARY Tata Indicom Subscribers can now send

International SMS across 174 countries and 533 operation
.Tata Indicom launches SMS based entertainment and
infotainment services with 8282 Services and India times
8887/8888 Services. Tata Indicom launches roaming
services across 5 circles.

30

MARCH QUALCOMM and Tata Teleservices Announce

Plans to Offer Wireless Application and services Via
BREWTM and BREW chat solutions.
APRIL Tata Teleservices launches Tata Indicom prepay

service on smart Wireless service in new Delhi and
Hyderabad, which offers up to 25% savings on monthly
usage.
JUNE Tata Indicom Subscriber base touches the 2 million

mark.
SEPTEMBER Tata Teleservices launches its prepaid services

under the brand name of “true paid”.
OCTOBER Tata Indicom repositions its Fixed Wireless

Phone category under the brand name “Walky”.
2005 JANUARY Tata Indicom subscriber base touches the 3

million mark.
FABRUARY Tata Indicom completes roll-out in new circle

with its services now available in 20 circles.
MARCH Tata Indicom launches its exclusive portal for

women on its mobile phones called “Women Zone”
MAY Tata Indicom service made available in 1000 cities.

Tata Indicom crosses the
critical 1000 city mark.
Tata Indicom Subscriber base touches 4 million
mark.
31

JUNE Tata Indicom launches its first own exclusively

branded phone under the brand name “Indicom gem”
AUGUST Tata Indicom subscriber base touches the 5

million mark. Tata Indicom service made available in 1500
cities. Tata Indicom crosses the 1500 city mark.
OCTOBER Tata Indicom launches the first of its kind offer-

Non stop Mobile in the Mobile prepaid market. Tata
Indicom subscriber base crosses the 6 million.
NOVEMBER Tata Indicom acquires over 1 million gross

subscribers in the month of November 05.Tata Indicom
Subscriber base crosses the 7 million mark.
2006 JANUARY Tata Indicom Subscriber base crosses the 8

million mark. JUNE Tata Indicom Subscriber base crosses

the 10 million mark.
2007 Declared 6th “Most Trusted service brand “as per Brand

Equity’s annual survey Tops the voice &data
Customer satisfaction survey for 2006/07.
The CDG felicitated TTSL with an “International
Leadership Award “for its
significant contribution in the advancement of International
roaming.
The Business world magazine rated Tata Teleservices as
the 3rd MOST RESPECTED company in the in dian telecom
sector.
32

Become the telecom operator in the country to launch an
end to end on line store,”i-choose.co.in”
Nominated for the “NDTV Business leadership Award
2007”
Entered the limca book of records by launching 100
exclusive outlets on a single day.

SEPTEMBER Tata Indicom Subscriber base crosses the 20

million mark.
2008 Crossed 20 million Subscribers mark in the month of

March 08.

33

OVERVIEW OF THE COMPANY

You may wonder why the Tata’s — among the
country's biggest and most illustrious industrial families for
well over a century — never show up on any of those ritual
listings of India's richest people. The reason is as simple
as it is remarkable. Over generations, the Tata’s have
sustained a tradition of bequeathing much of their
personal wealth to the many trusts they have created for
the greater good of India and its people.
That is how the Tata trusts have come to control 65.8 per
cent of the shares of Tata Sons, the holding company of
the group. The wealth that accrues from this asset
supports an assortment of causes, institutions and
individuals in a wide variety of areas. The trusteeship
principle governing the way the group functions cast the
Tata’s in a rather unique light: capitalistic by definition but
socialistic by character.

India has an old tradition of philanthropy, passed on down
the ages by kings, noblemen and rich merchants. Jamsetji

34

Tata, the founder of the Tata group, gave new meaning to
this term. In his words: "There is one kind of charity
common enough among us… It is that patchwork
philanthropy which clothes the ragged, feeds the poor,
and heals the sick. I am far from decrying the noble spirit
which seeks to help a poor or suffering fellow being.
[However] what advances a nation or a community is not
so much to prop up its weakest and most helpless
members, but to lift up the best and the most gifted, so as
to make them of the greatest service to the country."

BOARD OF DIRECTORS

Mr. K. A. Chaukar
Mr. Ratan N. Tata
Designation: Managing
Designation: Chairman
Director
Company: Tata Teleservices
Company: Tata Industries
35

Ltd. Ltd.

Mr. I. Hussain
Mr. Anil Kumar Sardana
Designation: Director
Designation : Managing
Company: Tata Sons Ltd.
Director
Company : Tata
Teleservices Limited

Mr. N. Srinath
Mr. N. S. Ramachandran
Designation : CEO & MD
Designation : Director,
Company : Tata
Company : Tata
Communications Ltd.
Teleservices Ltd.

36

Mr. Anuj Maheshwari Mr Toshinari Kunieda

Designation : Director Designation : Senior Vice
Company : Temasek President
Managing Director
Holdings Advisors
Global Business Division
India Pvt Ltd., ("THAIPL")
Company : NTT Docomo,
INC.

Mr. Kiyoshi Tokuhiro Mr. Kazuto Tsubouchi
Designation : Senior Vice Designation : Executive
President Vice President
Managing Director of Chief Financial Officer
Network Department Company : NTT Docomo,
Company : NTT Docomo, INC.
INC.

AWARDS AND RECOGNITION

37

 TTSL has won the Global HR Excellence Award 2009
under the “Institution Building Category” by World HRD
Congress

 100 True Value Shoppes (TVS) on the same day across
the nation

 Project Drishti Bags 2nd National Telecom Award

 Innovative Retail Concept of the Year - Tata
Teleservices Ltd.

 IT Service Provider of The Year Award

TYPES OF TELEPHONE CONNECTION

Telephone connections are of two types they are:-

 PREPAID CONNECTION

 Customer makes advance payment.

 Online decrease of balance according to usage.

 POSTPAID CONNECTION

 Customer pays for his usage after a bill is
generated.
38

 The bill amount can vary depending upon the
usage for that particular month.

PREPAID PLANS FOR MOBILES

Tariffs Talk Pay per call Lets Rock Plan
Zyada* Plan
Bundle - - -
MRP
Starter 499 99 99
Pack (Rs.)
Talk time 1 1 1
(Rs)
Validity Life 10 years 5 Year
(Days)
Bundled
Offer
Free Calls 500 Nil Nil
to Local Mins*
Tata
Phones
Validity 3 Nil Nil
(Days) Months
Tariffs (Rs/ Tariffs (Rs/ DAY NIGHT
min) 10 min ) (9AM-9P (9PM-9AM
M) )
Local - to 0.25 1.00 0.20 0.10
Tata
phones
Local - to 0.25 1.00 0.20 0.10
Tata
phones
(Night)
Local - to 0.75 1.00 0.50 0.25
all other
39

mobile
Local - to 0.75 1.00 0.50 0.25
all other
mobile
(Night)
Local - to 1.00 1.00 0.50 0.25
all other LL
STD calls 1.50 3.00 1.50 0.75
Tariffs (Rs/ Tariffs (Rs/
min) min)
ILD 1* 6.40 6.40 6.40
ILD 2** 9.20 9.20 9.20
ILD 3*** 40.00 40.00 40.00
Roaming Rs. per minute
Incoming 1.00 1 1
call
Outgoing 1.00 1 1
Local call
Outgoing 1.50 1.5 1.5
NLD call
SMS
Local 1.00 0.50 0.20 0.10
National 1.50 0.50 0.20 0.10
Inter- 5.00 5.00 5.00
national
Daily Rental 0.00 1.00 1.00
Voice Rs. 6 per minute
Station
Tariffs
*ILD 1 United States, Canada, Australia, New
Zealand , South East Asia
**ILD 2 United Kingdom , Europe, SARC, Gulf, Rest of
World
***ILD 3 Cook Island, Cuba, Diego Garcia, Guinea
Bissau, Nauru, Norfolk Island, Sao Tome,
Sakhalin, Solomon Island, Tokelau, Tuvalu,
Vanuatu
* Talk Zyada is an Open Market Offer (500 Mins can be
40

utilized for all Calls except VAS & ILD Calls.)

Note for Celebration Plan :
1) Promotional offer - Night (10pm to 7am) All Local & STD
calls @ 30P
2) Special Night Pack will be renewed automatically every
month on minimum 50 minutes of usage during day in any
month

Note for Pay per call Plan:
1. Each local call to be charged at Rs 1 for 10 minutes & each
STD call to be charged at Rs 3 for 10 Minutes
2. Pulse for Local & STD call will be 600 secs
3. Pulse for Roaming calls will be 60 secs
4. This new starter kit allows keep talking benefit only with
the purchase of a new handset on the Tata Indicom network,
if sim is used with old & used handsets , the default tariffs of
Rs 1/min for Local calls & 1.5/min for STD Calls . Local SMS @
Rs1 & National SMS @ Rs 1.5
5. Daily rental to be charged at Rs 1 per day
6. Keep talking plan is a stand alone plan & can not be
coupled with any other special offers which has free talk
time or free minutes built in.

Currently available Prepaid Plans:

• Talk Zyada
• Pay per call Plan

Recharge Vouchers for mobiles

Recharge Card Type MRP Talktime Admin Fee Validity
Rs. Rs. Rs. Days

41

Standard Cards 200 181.32 0 15
210 75.00 115 30
330 299.18 0 30
Top-Up 10 7.07 2 0
25 20.67 2 0
50 43.33 2 0
100 88.66 2 0
150 135.99 0 0
283 256.57 0 0
563 510.43 0 0

SPECIAL TARIFF VOUCHERS

STV P Trip Mi Po Cor ST Nig STV Non- ILD ST
o le ni we rido D ht NSM Ishtop ST V
w Po Po r r Pl STV ^ Batien V 47
er wer we Plu STV us Pack
r s
MRP of 2 129 16 69 85 99 75 51 19 7 47
the RCV 9
Admin fee 2 116. 14. 62. 77. 89 68. NA 17.23 6.3 42.
6. 95 51 56 06 .7 00 5 61
2 6
9
Talk time 0 0 0 0 0 0 0 NA 0 0 0
Service 2. 12. 1.4 6.4 7.9 9. 7.0 NA 1.77 0.6 4.3
Tax 71 05 9 4 4 24 0 5 9
Tariff 3 90 7 30 30 30 30 30 30 1 30
Validity 0
(Days)
Call Rates SMS
Key
word
"STV
NSM"
42

lo To 0. 0.1 0.1 0.1 0.5 0.1 0.1 0.00 0.25 1.0 0.2
cal Tata 25 0 0 0 0 0 0/Fr 0 5
(Rs/ ee
min) To 0. 0.5 0. 0. 0.5 0. 0.5 0.50 0.75 1.0 0.7
Other 50 0 50 50 0 50 0 0 5
Mobil
es
To 0. 1.0 1.0 1.0 0.5 1.0 1.0 0.50 1.00 1.0 1.0
Other 50 0 0 0 0 0 0 0 0
Landli
ne
STD To 1. 1.5 1.5 1.0 0.5 0. 1.5 1.50 0.75/1. 1.5 0.7
(Rs/ Tata 50 0 0 0 0/1. 50 0 00/1.50 0 5
min) 00 *
To 1. 1.5 1.5 1.0 0.5 1.0 1.5 1.50 0.75/1. 1.5 0.7
Other 50 0 0 0 0/1. 0 0 00/1.50 0 5
Mobil 00 *
es
To 1. 1.5 1.5 1.0 0.5 1.0 1.5 1.50 0.75/1. 1.5 0.7
Other 50 0 0 0 0/1. 0 0 00/1.50 0 5
Landli 00 *
ne
Inte ILD 1 6. 6.4 6. 6. 6.4 6. 17. 6.40 6.40 3.9 6.4
rn 40 0 40 40 0 40 20 5* 0
atio ILD 2 9. 9.2 9. 9. 9.2 9. 17. 9.20 9.20 8.9 9.2
nal 20 0 20 20 0 20 20 5* 0
calls ILD 3 4 40. 40 40 40. 40 17. 40.0 40.00 40. 40.
(Rs/ 0. 00 .00 .00 00 .00 20 0 00* 00
min) 00

43

POSTPAID PLANS FOR MOBILE PHONES

SELECTEDPLANS ULTA 199 ADVANCE PPS 99
CALL
INDIA
KEY BENEFITS lowest std all call at pay per
call rates 50 paise second
for Rs.50 and not by
effective minute
rental
IDEAL FOR ideal for This plan High local
heavy STD is ideal for users
users high local
users
MONTHLY RENTAL Rs.199 149 99

BILL PLAN CHARGE/ 0 0 0
MEMBERSHIP FEE
CLIP 0 0 0
TOTAL COMMITMENT 199 149 99
FREE VALUE First 250 Rs.100 First 3000
local mins local only local sec.
free free per
month

LOCAL TATA CHARGES

44

TO TATA 0.50/min 0.50/min 1
paise/sec
TO FIXED 0.50/min 0.50/min 1
paise/sec

LOCAL NON-TATA CHARGES

TO OTHER MOBILE 0.50/min 0.50/min 1
paise/sec
TO FIXED 0.50/min 0.50/min 1
paise/sec

STD

ON-NET 0.3(first 0.50/min 1 paise
300 STD
min at
30paise
later
50paise
/min
TO OTHER MOBILE " " "
TO OTHER FIXED " " "
LINE P

SMS

LOCAL TO TATA 0.5 0.5 0.5
OTHER LOCAL 0.5 0.5 0.5
NATIONAL 0.5 0.5 0.5
INTERNATIONAL 5 5 5
APPLICATION As As As
applicable applicable applicable

45

ILD

USA/CANADA 7.20 7.20 7.20
AUSTRALIA 9.90 9.90 9.90
SEA 7.20 7.20 7.20
UK/EUROPE 7.20 7.20 7.20
GULF OF AFRICA 9.90 9.90 9.90
MIDDLE EAST 9.90 9.90 9.90
SAARC 9.90 9.90 9.90
REST OF WORLD 12 12 12

VAS

CALL WAITING FREE FREE FREE
CALL FORWARD FREE FREE FREE
VOICEMAIL Rs.25 Rs.25 Rs.25
3 WAY CONFRENCE Rs.25 Rs.25 Rs.25
ITEMISED BILL Rs.25 Rs.25 Rs.25
CRBT Rs.6 Rs.6 Rs.6

ROAMING

RENTAL 0.50/MIN 0.50/MIN 0
INCOMING CALL 0.50/MIN 0.50/MIN 0.50/MIN
CHARGES

ROAMING TO TATA PHONES

OUTGOING 1.00/MIN 0.50/MIN 0.50/MIN
USAGE
MOBILE
USAGE FIXED
STD

ROAMING TO NON –TATA MOBILE

46

USAGE
MOBILE
USAGE FIXED
FIXED
STD FIXED
ALSO New and New and New and
AVAIABLE existing existing existing
customers customers customers

SELECTED SUPER SAVER CALL INDIA CALL
PLANS 999 399 ROAM INDIA 450
KEY BENEFITS Great saving for Free Free local
rental, no fixed roaming and std
monthly incoming tata to
commitment, tata
47

attractive call
rate

IDEAL FOR High local users High High tata
roaming to tata
users local & std
user
MONTHLY Upfront one time 399 450
RENTAL annual rental of
Rs.999
BILL PLAN 0 0 0
CHARGE/MEMB
ERSHIP FEE
CLIP 0 0 0
TOTAL Zero monthly 399 450
COMMITMENT fixed
commitment
FREE VALUE Nil Rs.300(local Rs.200(lo
+std)399 cal+std)45
sms 0 sms

LOCAL TATA CHARGES

TO TATA 0.50/min 0.30/min 0.0**/0.3
TO FIXED 0.50/min 0.30/min 0.0**/0.3


TO OTHER 0.50/min 0.30/min 0.30/min
MOBILE
TO FIXED 0.50/min 0.30/min 0.30/min

48

STD

ON-NET 0.50/min 0.50/min 0.0**/0
.5
TO OTHER " " 0.50/m
MOBILE in
TO OTHER FIXED " " "
LINE P

SMS

NATIONAL 0.5 0.5 0.5
INTERNATIONAL 5 5 5
APPLICATION As applicable As applicable As
applica
ble

ILD

USA/CANADA 7.20 7.20 7.20
AUSTRALIA 9.90 9.90 9.90
SEA 7.20 7.20 7.20
UK/EUROPE 7.20 7.20 7.20
MIDDLE EAST 9.90 9.90 9.90
SAARC 9.90 9.90 9.90

VAS

3 WAY Rs.25 Rs.25 Rs.25
49

CONFRENCE
CRBT Rs.6 Rs.6 Rs.6

ROAMING

RENTAL 0 0 0
INCOMING CALL 0.50/MIN 0.50/MIN 0.50/MI
CHARGES N


OUTGOING 1.00/MIN 0.50/MIN 0.50/MI
USAGE MOBILE N
USAGE FIXED N
OUTGOING STD 1.00/MIN 0.50/MIN 0.50/MI
N


USAGE MOBILE N
USAGE FIXED N
OUTGOING FIXED 1.50/MIN 0.50/MIN 0.50/MI
N
OUTGOING STD 1.50/MIN 0.50/MIN 0.50/MI
FIXED N
ALSO AVAIABLE New and New and New
existing existing and
customers customers existing
custom
ers
50

SELECTEDPLANS PAY PER INDIA 325 HONES
SECOND PLAN T 750
KEY BENEFITS Pay by Full value Free
second and plan with unlimite
not by min free calls d on net
worth std
Rs.325 &local
IDEAL FOR Short High High
duration local/std local
callers users calling
MONTHLY RENTAL 249 325 750

BILL PLAN 0 0 0
CHARGE/MEMBER
SHIP FEE
CLIP 0 0 0
TOTAL 249 325 750
COMMITMENT

51

FREE VALUE Rs.250(local+ Free call Nil
std) worth
Rs.325(local
249sms(local +std)
+std)
325 sms
free(l+s)

LOCAL TATA CHARGES

TO TATA 1 paise/sec 0.50/min free
TO FIXED 1 paise/sec 0.50/min free


TO OTHER MOBILE 1 paise/sec 0.50/min 0.5
TO FIXED 1 paise/sec 0.50/min 0.5

STD

ON-NET 1paise/min 0.50/min free
TO OTHER MOBILE " " 1
TO OTHER FIXED " " 1
LINE P

SMS

NATIONAL 0.50 0.50 1
INTERNATIONAL 5 5 5
APPLICATION As 2 As
applicable applicable

52

ILD

USA/CANADA 7.20 7.20 7.20
AUSTRALIA 9.90 9.99 9.90
SEA 7.24 7.20 7.20
UK/EUROPE 7.20 7.20 7.20
MIDDLE EAST 9.90 9.99 7.20
SAARC 9.90 9.90 9.90

VAS

3 WAY CONFRENCE Rs.25 Rs.25 Rs.25
CRBT Rs.6 Rs.6 As
applicable

ROAMING

RENTAL nil 0 -
INCOMING 1 paise/MIN 1.00/MIN 1
CALL
CHARGES


OUTGOING 1paise/MIN 1.00/MIN 1
USAGE
MOBILE

53

OUTGOING 1paise/MIN 1.00/MIN 1
USAGE FIXED
OUTGOING 1paise/MIN 1.50/MIN 1.5
STD


OUTGOING 1 paise/MIN 1.00/MIN 1
USAGE
MOBILE
OUTGOING 1 paise/MIN 1.00/MIN 1
USAGE FIXED
OUTGOING 1 paise/MIN 1.50/MIN 1.50/MIN
FIXED
OUTGOING 1 paise/MIN 1.50/MIN 1.50/MIN
STD FIXED
ALSO New and - -
AVAIABLE existing
customers

54

SOME OF THE MOBILE WITH TATA INDICOM FACILITY

55

WALKY 10 PREPAID

ENTRY PlAN AND RECHARGE

Basic Tariffs for Walky 10

Rs.50 Lifetime Starter Kit

Now get lifetime validity, initial talk time of Rs.25 & lowest
possible tariff on activation with your prepaid Walky!!!

Starter kit price (in Rs.) 50
Incoming validity Lifetime Validity
Admin fees 45.33
Service Tax 4.67
Initial Talktime for All Local Calls Rs.25/-
Talktime Validity 7 Days
Tariff Validity 1 year
Product Walky 10
Tariff
56

LOCAL
All Local & Intra-circle calls 50paisa/min
STD
ALL STD Calls 50paisa/min
ISD (Call rates per min)
Zone 1 / Zone 2 / Zone 3 / Zone Rs.6.40 / Rs.9.20 /
4 / Zone 5 / Zone 6 / Zone 7 Rs.12 / Rs.15 / Rs.15 /
Rs.30 / Rs.60

SMS
Local 50ps
National 50ps
International Rs.5
Application As applicable

Walky 10 STV Tariff

Now enjoy competitive calling rates with wide range of
special tariff vouchers.

M.R.P (in 49 69 105 700 76 99
Rs.)
Admin (in 44.42 62.5 95.19 634.6 68.90 89.7
Rs.) 6 3 6
Service Tax 4.58 6.44 9.81 65.37 7.10 9.24
(in Rs.)
Talktime (in 0 0 0 0 0 0
Rs.)
Tariff ( per min)
Local
Onnet 50p 50p Free ** Free 50p* 50p
Offnet 50p 50p As per 50p 50p 50p
base
tariffs
STD

57

Onnet Rs.1.5 Re.1 As per FreeRs.1.5 50p
0 base 0
Offnet Rs.1.5 Re.1 tariffs Re.1 Rs.1.5 Re.1
0 0
ISD Walky 10 Rate/min (in Rs.)
Rates 12
Note: For Jammu and Kashmir circle, there will be no
service tax. The amount will be collected as admin fees.
* - Local onnet calls will be free between 11pm and 7 am
** - Fair Non Commercial usage cap of 2000 minutes
would be applicable for Local Tata to Tata calls.

Data Vouchers

MRP (Rs) 145 245 445 699
Free Data Usage 256 512 1 GB Unlimite
MB MB d*
Free Data Usage Validity 30 30 30 30
(Days)
Incoming Validity (Days) 30 30 30 30
Admin Fee (Rs.) 131.46 222.1 403. 633.73
2 45
Service Tax (Rs) 13.54 22.88 41.55 65.27

Tata Walky presents a wide range of attractive plans like
Pay Per Call Plan, Pay Per Second Plan and Pay Per Call
FLEXI Plan. You can upgrade your base plan to any of
these plans. For more details, please check the respective
tariff plan tabs.

Happy Sunday Offer

58

Tata Walky now gives you the LOWEST possible Call Rates
& TWO hours of free calling to make your SUNDAYS more
Special!!

MRP (Rs.) 199
Admin Fee 180.42
(Rs.)
Service Tax 18.58
(Rs.)
Talktime Nil
(Rs)
Tariff (per min)
Local Calls
Tata to Tata 25p
Tata to 35p
Others
STD Calls
Tata to Tata 45p
Tata to 45p
Others
Additional Benefit
On every 60 mins of FREE calling to any Tata number
Sunday across India
AND
60 mins of FREE calling to any non-Tata
number across India
ISD Calls
As per Base Tariffs

Note:

Free Calling benefit will be given on all Sundays which will
fall within the 30 day period from the recharge date

60 minutes of FREE Talk Time can be utilized for making any
Onnet Calls across India (ONNET Calls includes all numbers

59

under Tata Indicom, Tata Docomo, Virgin Mobile & Tata
Walky)

60 minutes of FREE Talk Time can be utilized for making any
Offnet calls across India (OFFNET Calls include any other
network/operator)

FREE Talk Time will be forfeited at the end of the day in case
it is not utilized completely on Sunday

Post consumption of the FREE Talk Time, all calls will be
charges as per the tariffs mentioned in the above table

Tariff Validity will be 30 days post which calls will be charged as
per the base tariffs

Customers residing in Pay per Call & Pay per Call FLEXI
plans, on recharging with the above voucher, the daily
debits will not be applicable within the 30 day period. Post
the offer validity the respective daily debits will resume.

Black Out days for 2010:

Black Out Days Date
New Year 1st Jan 2010
Independence Day 15th Aug 2010
Diwali 5th Nov 2010
Christmas 25th Dec 2010
New Year’s Eve 31st Dec 2010

PREPAID PLANS FOR WALKY 10 PREPAID
• Pay Per Call FLEXI Plan
60

• Prepaid Pay Per Call Plan
• 3 Pe 3 Free - Pay Per Second Plan

Pay per Call FLEXI Plan

Tata walk proudly presents the new Avatar of Pay per Call
Plan which will give Value for money to its customers -
benefit on both short & long calls.

A fixed charge on a per-call basis of 5 mins pulse—at just Re.1 for all local
calls and Rs.2 for STD calls.

What’s more, if your call (Local or STD) ends within 1 minute, you
will be charged 0.25paisa only.

SMS would be offered at a special price of 50 ps for both
National and local messages.

Pay Per Call FLEXI offer is valid on all calls made by Tata
Indicom subscribers to any mobile phone or land line
connection, on any network.

PAY PER CALL FLEXI - Rs.140
Recharge voucher
Incoming validity 10 years
Tariff validity 1 year
Talktime Rs.124.93/-
Daily Rental Re.1
Product Walky 10
Tariff
Local & Intra-circle calls Re.1 / 5 mins
(Onnet & Offnet)
STD calls (Onnet & offnet) Re.2 / 5 mins
Note: *** For all Local & STD calls, only Rs.0.25 will be
charged if the call ends within 1 minute ***
61

Zone 1 / Zone 2 / Zone 3 / Rs.6.40 / Rs.9.20 / Rs.12 /
Zone 4 / Zone 5 / Zone 6 / Rs.15 / Rs.15 / Rs.30 /
Zone 7 Rs.60
ILD call rates have been revised. For more information,
SMS
Local 50 paisa
National 50 paisa
International Rs.5
Major highlights of PAY PER SECOND with 3 Pe 3 offer:

• Subscriber can speak for as long as 5 minutes and
have to pay Rs.1 for any local call and only Rs.2 for
any STD call across any network.
• If your call (Local or STD) ends within 1 minute, you will
be charged only 0.25ps
• Incoming validity will be for 10 years.
• There will be a Re.1 decrement from subscribers
account on daily basis.
• Subscriber can discontinue Pay Per Call FLEXI tariff by
recharging with Rs.8/- and get 90ps as local and
Rs.1.50 as STD tariff. No daily decrement will be
charged under this proposition.

Prepaid Pay Per Call Plan

Ab lambbi baat ghar ke phone ke saath.

PREPAID Walky is now powered with PAY PER CALL

Tata Walky proudly presents PAY PER CALL for prepaid
Walky subscribers. With PAY PER CALL subscribers do not
have to worry about their talktime as they can speak their
heart's content.

62

Subscriber can activate their phone with a starter kit
available in market and then have to recharge with Rs.7/-
voucher to avail PAY PER CALL benefit.

Details of PAY PER CALL proposition are mentioned below:
PAY PER CALL - Recharge voucher Rs.7
Circles All
Incoming validity 10 years
Daily debit Rs.1 / day
Talktime Rs.0/-
Tariff
Local & Intra-circle calls (Onnet & Re.1
Offnet)
STD calls (Onnet & offnet) Rs.3
Local & STD pulse is of 10 minutes
Zone 1 / Zone 2 / Zone 3 / Zone 4 / Rs.6.40 / Rs.9.20 /
Zone 5 / Zone 6 / Zone 7 Rs.12 / Rs.15 / Rs.15
/ Rs.30 / Rs.60
ILD call rates have been revised.
SMS
Local 50 p
National 50 p
International Rs.5

Major highlights of PAY PER CALL product:

• Subscriber can speak for as long as 10 minutes and
have to pay Rs.1 for any local call and only Rs.3 for
any STD call.
• Incoming validity will be for 10 years.
• There will be a Re.1 decrement from subscribers
account on daily basis.
• Subscriber can discontinue PAY PER CALL tariff with
Rs.8/- recharge voucher and get 90p as local and
Rs.1.50 as STD tariff. No daily decrement will be
charged under this proposition.
63

Keep talking without worrying about talktime!

3 Pe 3 Free - Pay Per Second Plan

Lambi aur choti baton ke liye.

Tata Walky proudly presents PAY PER SECOND with
additional benefits for prepaid Walky subscribers.

Subscriber can activate their phone with a starter kit
available in market and then have to recharge with
Rs.150/- voucher to avail PAY PER SECOND with 3 Pe 3
offer.

For every 3 minutes of Local & STD call, you get the next 3
minutes free in the same call.

Details of PAY PER Second proposition is mentioned below:
PAY PER SECOND - Rs.150
Recharge voucher
Circles All
Incoming validity Life
Tariff validity 1 year
Talktime Rs.133.99/-
Tariff
Local & Intra-circle calls 1 paisa / sec
(Onnet & Offnet)
STD calls (Onnet & offnet) 1paisa / sec
Note: Local & STD pulse is of 1 second
Zone 1 / Zone 2 / Zone 3 / Rs.6.40 / Rs.9.20 / Rs.12 /
Zone 4 / Zone 5 / Zone 6 / Rs.15 / Rs.15 / Rs.30 /
Zone 7 Rs.60
ILD call rates have been revised. For more information,

64

SMS
Local 50 paisa
National 50 paisa
International Rs.5

POSTPAID PLANS FOR WALKY

WALKY TARIFF POSTPAID

Plan Highlights Benefit to the Customers
Two hours free calling Call friends and family free
Every Sunday in a month every Sunday
Lowest calling rates Local Tata World @ 20 paisa
unmatched by any Any STD call @ 45 paisa
operator

Product Details:

Rental: Rs.234/-
To TATA World (Local): 20 p/min
Tata to Others Local: 35 p/min
All STD (Off net/ On Net): 45 p/min

FREE Calling every Sunday:

60 Minutes Free - ALL TATA WORLD CALLS (Local or STD)
60 Minutes Free - ALL OFF-NET CALLS (Local or STD)

Plans & Tariffs - Rest Of India(Residence)

65

Plans TATA Data TATA PPC Flexi
Super 249*** Suvidha**
Rental (In 149 249 149 249
Rs.)
Monthly 100 mins 250 First 3 100 mins
Free Local+ST mins months Local+ST
Talktime (in D free free rental free. D free
mins) every Local+ST No free every
month D Talktime month
afterwards
Free SMS 150 300 150 0
(Nos.)
Free Data 256 MB 0
CLIP (in Rs.) Free Free Free Free
Tariff
Local & Intra-circle ( Rate / Min)
All Local 50p 50p 50p For 1 min
calls call 25p &
upto 5
mins call
Rs. 1*
STD (rate/min)
All STD 50p 50p 50p 1st min
Calls 25p and
for 5 mins
Rs. 2
SMS rate
Local/Natio 50p 50p 50p 50p
nal
Data Usage Charge (Rate/MB)
Additional 50p
Data Usage
* after 20 mins call rate will be flat local 25p/min & STD
50p/min
** Plan will be available with the model FL 222A only
*** Customers recommended to use Huawei 2252+ for
internet surfing

66

ISD
Rates
Buck Countries Tari
ets ff
(in
Rs.
/
min
)
1 UK, USA, Canada, SEA 7.2
2 Gulf, Africa, Australia, New Zealand, SAARC 9.9
3 ROW** 12
4 ROW 1 - Australian Territories, central Africa 45
Republic, Cook Island, CUBA, Diego Garcia,
East Timor, Falkland Island, Greendland,
Guinea Bissau, Giribati, Nauru, Nue Island,
Sao Tome & Principe, Solomon Islands,
St.Helena, Tokekau Island, Tuvalu, Vanuatu
5 INMARSAT* 1.2

67

a) Night speak, Weekend speak and Phone-a-friend
are not available on City 299 Plan.
b) Local within Circle add-ons is not available on
Home2Mobile tariffs
c) STD Jumbo Pack is not applicable on H2M 349
d) Special Rentfree Add on Pack is applicable to
customer who are on network for more than three
months and have no pending bills/dues,This Pack is not
available in Mumbai & Rest of Maharashtra

****Call 121 to get a Data kit delivered to your
doorstep.Nominal additional delivery charges apply OR
Visit any of our True Value Shoppe's or True Value
Hub's to purchase a data kit. Available in select cities
only
• Pls note data enabled walky will be refurbished NIUs.
• “ Usage base discount applicable on H2M 349 plan;
5% between Rs. 500 –Rs. 750, 10% between
Rs.751-Rs.1000, 15% between Rs. 1001-1500, 20%
between Rs.1501-Rs.2000 & 20% >Rs. 2000.”

• Walky to walky calling anywhere across India at Rs.
1.20/3 mins across all plans except Tata 600 and
Plan 700

• Walky number nationally starts from 64 & 65.

• Instrument is customer's property. Customer needs
to go to mfg ASC for any handset related issues (If in
warranty).
• Actual Internet speed will be dependent on multiple
factors like time of the day, no of simultaneous
users, web page accessed etc.

68

TATA WALKY HANDSETS

Tata Walky FM Walky Talky
C2

69

• Voice phone FM
stereo
• Stylish cordless phone speaker
phone
• Large phone book large
LCD screen
• Melodious ringtones time
and temperature display
• Caller line identification large
phone book
• Speaker phone 32
polyphonic ringtone

LG LSP 350T Huawei ETS
2222 +

• Backlit Display and Keypad
voice and SMS phone
• Stylish Contemporary Design
large screen display
• Caller Identification
SMS
70

• Wall Mount Option
large phone book
• Refurbished instruments does not carry any warranty
melodious ringtone

LG Nortel 450 T LG LSP
430 T

• Voice and SMS phone
voice and sms phone
• Sleek and Stylish phone
smart and study phone
• SMS
sms
• Large phone book
large phone book
• Melodious ringtones
melodious ringtone
• Caller line identification
caller line identification
• Speaker phone
speaker phone

71

Huawei ETS 2252 + Huawei
FL222A

• Internet, Voice and SMS phone PSTN
voice+CDMAvoice+CDMA sms
• Surf internet
speaker phone
• SMS large
capacity phonebook
• Large phone book 12-
polyphonic
• Melodious ringtones
battery:1000mAh
• Speaker phone
• Caller line identification

TATA PHOTON

72

TATA PHOTON PRO
From TATA Indicom is India's fastest and most affordable
wire line broadband connectivity for high speed internet
access with speeds up to 18 Mbps.

Photon Pro: Transformation to a Broadband World

Photon Pro broadband is relevant to how customers live
their broadband life - with speeds for every business and
home need, unparalleled reliability and highest speed
packs at most affordable prices to match every
requirement. No hassles of line dropping or blocked
telephone line- now customers can talk while download is
on with our wide range of plans with bundled internet
surfing and zero rental voice calling. Our efficient network
delivers high speed internet when customers need it the
most, always. The possibilities are endless, the experience
is unsurpassed. The feel of the Photon Pro broadband
experience is that excellent.

Photon Pro: For the Best Value in Broadband

• For the first time in India, broadband speed up to 18 Mbps
• Bonus Bandwidth with each plan at most affordable price

Photon Pro Tariff Plans

• Photon Pro Data Unlimited Combo Plans
Photon Photon Photon Photon Photon Photon
Pro Pro Pro Pro Pro Pro

73

Data Data Data Data Data Data
Unlimite Unlimite Unlimite Unlimite Unlimite Unlimite
d d d d d d
799 899 1199 1499 1899 2999
Plan Broadba Broadb Broadba Broadb Broadb Broadb
Descripti nd and nd and and and
on Access Access Access Access Access Access
Plan Plan Plan Plan Plan Plan
Monthly 799 899 1199 1499 1899 2999
Rental in
(Rs.)
Broadban 300 512 768 1 Mbps 1.5 3 Mbps
d Kbps Kbps Kbps Mbps
Downloa
d Speed
Fair NA 512 NA 600 768 1 Mbps
Usage Kbps till Kbps till Kbps till till 40
Clause 10 GB 20 GB 25 GB GB of
of of of downlo
downlo downlo downlo ad, 512
ad, 256 ad, 300 ad, 384 Kbps
Kbps Kbps Kbps beyond
beyond beyond beyond 40 GB
10 GB 20 GB 25 GB
Free 50 100 200 200 200 300
Calling
Value
(Rs.)
1 Free NA NA 1 1 1 1
static IP
Compres 1:8 1:8 1:8 1:8 1:8 1:8
sion Ratio
Local & Pulse (Seconds) Rate (Rs.)
Intra-
Circle
Calls to
All Fixed 180 1
All 60 1
Mobiles
Intra Circle Calls to
All Fixed 60 1
(>50
Kms)
Inter Circle Calls to
All 60 1
74

Phones
ILD calls to
USA / 60 4
Canada
UK & 60 5
Europe
(To Fixed
Phones)
UK & 60 7
Europe
(To
Mobile
Phones)
Gulf 60 8
South 60 8
East Asia
Rest of 60 45
World
•

• Applicable Voice Add On Packs
Applicable Voice Add On Packs
Local CUG (Monthly Rental - Rs.50/-)
Local T2T Pack (Monthly Rental - Rs 75/-)
•

• Photon Pro Volume Based Combo Plans
Photon Photon Photon Photon Photon Photon
Pro Pro Pro Pro Pro Pro
Value Value Value Value Value Value
549 749 999 1599 2999 8999
Plan Broadb Broadb Broadb Broadb Broadb Broadb
Descripti and and and and and and
on Access Access Access Access Access Access
Plan Plan Plan Plan Plan Plan
Monthly 549 749 999 1599 2999 8999
Rental in
(Rs.)
Free 3 GB 4 GB 5 GB 4.5 GB 20 GB 100 GB
Broadban
d Usage
Internet 512 2 Mbps 4 Mbps 10 16 18 Mbps
Downloa Kbps Mbps Mbps
d Speed
75

Charge 0.6 0.7 0.9 0.9 0.8 0.4
per MB of
data
download
beyond
free
usage
limit
(Rs. /
MB)
Free Nil Nil Nil 200 200 300
Calling
Value
(Rs.)
1 Free NA 1 1 1 1 1
static IP
Compres 1:8 1:8 1:8 1:8 1:8 1:8
sion Ratio
Local & Pulse (Seconds) Rate (Rs.)
Intra-
Circle
Calls to
All Fixed 180 1
All 60 1
Mobiles
All Fixed 60 1
(>50
Kms)
All 60 1
Phones
ILD calls to
USA / 60 4
Canada
UK & 60 5
Europe
(To Fixed
Phones)
UK & 60 7
Europe
(To
Mobile
Phones)
Gulf 60 8
76

South 60 8
East Asia
Rest of 60 45
World
•

• Initial Charges
Initial charges
Security Deposit Rs. 1000 (100% Waived)
Installation and Registration Charges Rs. 199 (100% Waived)
Broadband Single port Home Router Rs 500
Broadband 4 port Router with WiFi Rs 1000
•

• Photon Pro Data Unlimited Wireline Internet Combo Plans (Non –
Broadband)

Photon Pro Data Photon Pro Data
Unlimited 450 Unlimited 599
Plan Description Internet Access Plan Internet Access Plan
Monthly Rental in (Rs.) 450 599
Internet Download 100 Kbps 150 Kbps
Speed
Fair Usage Clause 100 Kbps till 4 GB of 150 Kbps till 6 GB of
download, download,
50 Kbps beyond 4 75 Kbps beyond 6
GB GB
Free Calling Value Nil Nil
(Rs.)
1 Free static IP NA NA
Compression Ratio 1:4 1:4
Local & Intra-Circle Pulse (Seconds) Rate (Rs.)
Calls to
All Fixed 180 1
All Mobiles 60 1
All Fixed (>50 Kms) 60 1
All Phones 60 1
ILD calls to
USA / Canada 60 4
UK & Europe (To Fixed 60 5
Phones)
77

UK & Europe (To 60 7
Mobile Phones)
Gulf 60 8
South East Asia 60 8
Rest of World 60 45

PHOTON PLUS FOR DESKTOP/LAPTOP

Tata Photon Plus for Desktop/Laptop

Tata Teleservices introduces Tata Photon Plus its new Mobile
Broadband Service, the next generation technology for Hi speed
Mobile Internet connectivity solution. With Tata Photon Plus service
you now have access to Mobile Internet at never before speeds,
where ever you are.

So now go ahead & subscribe to this innovative new service from
Tata Teleservices & enjoy a truly world class, first of its kind internet
experience.

TATA PHOTON WHIZ

Tata Photon : Leaders in USB Modem and Wireless
Internet Modems in India.

STAY CONNECTED WHEREVER YOU ARE

Now, stay connected to the internet from the comfort of
your homes, offices, or wherever you are with Tata

78

Indicom. Presenting Vdata Card & Tata Photon Whiz (USB
Modem), 2 innovative solutions that function as a wireless
network connection, a mobile phone and a modem. All in
one and that too, with attractive tariff plans.

Attractive Tariff for Postpaid Subscribers

Now get a TATA Photon Whiz Postpaid connection at Rs.
1499/-

Now available 100% Money Back over 12 months with our
Unlimited Plan on Postpaid

Starter Kit (SUK) Details:

MRP Rs 100
Benefit Rs. 50 Bill Value Discount during 1st month

Time/ Data Based Plans

Plan Monthl Free Additional Discou Total
Name y Usage Usage nts Discoun
Rental Charges (Rs.) ts over
(Rs) 12
months
(Rs.)

79

Time Budget 150 300 50p/min - -
Based 150 Mins (5
Hrs)
Value 325 1800 8 A.M.- - -
325 Mins (30 12Midnigh
Hrs) t: 50p/min
12
Midnight -
8 AM :
25p/min
Night 299 Unlimite 50p/min - -
299 d from from 7 am
11pm to to 11 pm
7 am
Value 525 3600 8 A.M.- - -
525 Mins (60 12Midnigh
Hrs) t: 50p/min
12
Midnight -
8 AM :
25p/min
Data ME 500 1 GB Rs.2/MB - -
Based Econom
y
ME 650 1.5GB Rs.2/MB - -
Jumbo
Unlimit Unlimite 699 Unlimited data usage 125 1500
ed Plan d Data (Voice and SMS
Plan charges are as per
699 the tariff)

• For Maharashtra & Goa Unlimited internet access with
Unlimited Rs.1000 Rental Plan, No additional voice Rental
• Data exchange refers to total data transfer (Upload +
Download).
• The unutilized minutes/data limit cannot be carried forward to
the next month.
• All internet services are provided by VSNL
• Service tax at applicable rates and any other applicable
government levies will be charged extra.

80

Advance Rental Plans
Plan Subscript Annu Free Additional Benefit
Name ion al Monthl Usage
Period Rent y Charges
(Months) al Usage
(Rs.)
Time Value 12 3311 30 Hrs Re 0.5/ Min Saving of
Based 325 (8 AM to 12 Rs.650
AM), (2
Re months
0.25/min rental)
(12 AM to 8
AM)
Value 12 4813 60 Hrs Re 0.5/ Min Saving of
525 (8 AM to 12 Rs.1,575
AM), (3
Re months
0.25/min rental)
(12 AM to 8
AM)
Usage ME 12 6621 1.5 GB Rs.2 / MB Saving of
Based Jumbo Rs.1,300
(2
months
rental)
Unlimit Unlimit 6 4194 Unlimit NA Device
ed Plan ed ed Free
Data
Plan
699

• Service tax at applicable rates and any other applicable
government levies will be charged extra.

SMS Add-On Pack.

SMS Easy 25 SMS Easy 50
MOP (Rs) 25 50
Number of SMS 100 (local and 1000 (local and
(nos) national) national)
• Applicable to all postpaid VData cards in 1x
• Applicable to all TTSL circles (i.e. excluding Mumbai and
Maharashtra)
81

• Two types of SMS packs will be available as stated in the table
• Validity of the SMS pack is 30 days

• Unused SMS at end of the validity shall be lapsed

Voice Tariff

Rs./min To Tata Phones To Other Phones
Local 50 paise Re. 1
STD Rs. 1.50 Rs. 1.50

Attractive Tariff for Prepaid Subscribers

Now get a TATA Photon Whiz Prepaid connection at Rs.
1699/-

Starter Kit (SUK) Details:
Starter Pack Log On
MRP Rs. 300
Validity (Days) 15 days
Grace period 90 days
Bundled Offer 200 minutes of usage (In peak Hours)
400 minutes of usage (In Off peak Hours)
Data charges *Re.0.6 (Peak), Re. 0.3 (Off peak)
per minute
Voice calls Outgoing calls to emergency numbers and Internal
customer care numbers are only allowed
*Peak Hours- 08 AM to 10 PM and Off Peak Hours- 10 PM to 8 AM

Recharge Options Details:
RCV Eco- Mega- Giga-
charge charge charge
MRP (Rs) 224 349 449
Admin Fee (Rs.) 0 0 0
Service Tax 10.30% 10.30% 10.30%
Service Tax (Rs) 20.92 32.59 41.93
Value without ST 203.08 316.41 407.07
Validity (Days) 30 30 30
Inbuilt Usage in Minutes in peak 750 1250 1850
hours
82

Inbuilt Usage in Minutes in off peak 1500 2500 3700
hours
Grace (days) 90 90 90
Inactive (days) 1 1 1
Effective rate per minute in Peak 0.27 0.25 0.22
Hrs (Re)
Effective rate per minute in Off 0.14 0.13 0.11
Peak Hrs (Re)

Unlimited RCV
MRP (Rs) 777
Admin Fee (Rs.) 0
Service Tax 10.30%
Service Tax (Rs) 72.56
Value without ST 704.44
Validity (Days) 30
Inbuilt Usage in Minutes in peak hours Unlimited
Inbuilt Usage in Minutes in off peak hours Unlimited
Grace (days) 90
Inactive (days) 1

TATA PHOTON PLUS FOR MOBILE PHONE

Welcome To Speed living

Mobiles now powered by Tata Photon plus

We call ourselves the fast generation. There’s so much we have to
do and see, so many places to go, so many friends, to make. We
shouldn’t have to choose what to do first. Let’s start living a life
where we have it all at our fingertips, where we can do everything
all at once. On the go. Let’s carry our world with us. On our Mobile.
Now there’s no limit to what we can do online from our phones with
3G like speeds.

83

PRODUCT LIFE CYCLE OF POSTPAID CONNECTION

Product lifecycle management (PLM) is the process
of managing the entire lifecycle of a product from
its conception, through design and manufacture, to
service and disposal.PLM integrates people, data,
processes and business systems and provides a
product information backbone for companies and
their extended enterprise. product life cycle is divided
in four stages known as the introduction, growth, maturity
and decline stage. All of these four stages have different
characteristics, different set of opportunities and
requirements. Being a marketer one's responsibilities and
challenges keep changing as the product moves from one
stage to another. Let's take a look at all of these stages in
detail.

Stage of Introduction:

This is at least one stage that comes in each product life,
some moves on to the growth and then maturity stage and
some goes on to decline stage right after the introduction.
It is the most challenging one for those in charge of
marketing.These days you have to create the demand
instead of cashing on it. Introductory stage state shows
little or no sales and the company make no real profit.

Stage of Growth:

After the introduction, comes the growth stage. This is the
time when sales increases but this celebratory period
ends soon as the increasing numbers of sales work as a

84

magnet, attracting more competition into the market.
Similar products starts popping up and you are forced to
focus continuously on competitive advantages which can
be price reduction, value added features or some other
innovations. Business earns profits but the marketing
department has to work hard to sustain it.

Maturity Stage:

This is the time when product has reached its peak; which
means that the product has achieved considerable
advantage over its competitors; however that doesn't
mean "mission accomplished" for marketing persons. In
fact the pressure is very much there to prolong this stage.
Knowing that anytime a new competitor will step in the
market with better product, management needs to keep
an eye on the market and make sure there's no loophole
for your competitors to take advantage of.

Decline:

Not all products has to go through decline, we are well
aware of many products that have not disappeared from
the market since the day they were launch, thanks to the
constant innovativeness and extensive advertisements. In
any case, decline stage comes when for some reasons
the sales start decreasing; the reasons can be some new
and better alternative or diminishing demand.

Like every product postpaid connection have life cycle
from introduction to decline .Life cycle as below:-

0-30→ L0→INCOMING AND OUTGOING

31-60→L1→OUTGOING BARED AND
INCOMING THERE
61-90→L2→OUTGOING BARRED +TSP
85

91-120→L3→IF PAID CONNECTION CONTINUE

121-150→L4→NO INCOMING & NO OUTGOING

151-180→L5→NO INCOMING & NO OUTGOING

181-210→L6→ NO INCOMING & NO
OUTGOING
TSP-TEMPORARY SUSPENSION OF
PLAN(RENTAL NOT TAKEN OR PRO-DATA
BASIS)
OGB-OUTGOING BARRED

BILL CYCLE

In every postpaid connection the usage is paid after use.
so, the organization responsibility is generate the bill. the
generation of bill cycle is taken place twice a month. the

86

bill cycle have m5 & m17 which are takes place on 5th and
17th of every month.

the bill is generated through the oracle on customer
relation management(crm).

M5→3rd OF LAST MONTH + 2ND OF CURRENT
MONTH
M17→15th LAST-14th OF CURRENT MONTH

87

METHODOLOGY

Methodology is to analyze different aspect
systematically to reach at a definite destination. A
conductive approach was applied which gives the
research work a factual as well as conclusive framework.
It contains sample size that is basically a true
representation of the target population.
For the fulfillment of the objective of the study effectively,
methods of data collection are quite necessary. There are

two types of data collection methods like Primary as well as

Secondary sources taken for the research work:

a) Primary data collection method: We have undertaken a survey

research as the method of collection of primary data. The

data are collected from market from consumers directly
through questionnaire method and personal interview
method.

Sampling Plan:

1. Sample Size:

88

Data of all customers were taken as sample size to
conduct research work. All these respondents were
taken from circle office of Orissa at Bhubaneswar.

2. Sampling Technique:

The convenience sampling technique was used for
collecting data from different types of connections the
customers have.

3. Sampling Tools:

The tool used for primary data collection was a
questionnaire that consists of a table of different
attributes in rows and different brands in columns.
These questions are mostly direct and the interview
was asked to fill up the space or to rank the options
or to assign points to the given options that seemed
appropriate to him/her. Utmost care was taken
towards the respondents’ convenience during the
process.

For analysis of data, the tools used were tabulation
method, simple average method, percentage method,
different bar diagrams and graphical tools.

89

Secondary data collection method: These data are collected from

some periodicals, journals, magazines, newspapers,
Internet, product catalogues etc. For the preparation of
report, help of some textbooks is taken. Also some of the
data were collected from previously prepared reports on
TATA TELESERVICES LIMITED.

SWOT ANALYSIS

STRENGTHS:-

• An effective and strong base in India provides TTSL an excellent

brand image.

• TTSL has a good range of products in its segment that caters to a

significantly large consumer group.

• It has good price than other brand.

WEAKNESSES:-

90

• TTSL product advertisement is very less as compared to other

company.

• TTSL product service is not good as compared to other competitors.

OPPORTUNITIES:-

• Already enjoying a dominant position in the market in western zone.

THREATS:-

• Tough competition from reliance.

• People are not focusing the products due to less brand advertising.

• Competitor’s products already available in the market with almost
similar schemes

DATA ANALYSIS & INTERPRETATION

Data analysis is the process of looking at and summarizing
data with the intent to extract useful information and
develop conclusions. Data analysis is closely related to
data mining, but data mining tends to focus on larger data
sets, with less emphasis on making inference, and often

91

uses data that was originally collected for a different
purpose. In statistical applications, some people divide
data analysis into descriptive statistics, exploratory data
analysis and confirmatory data analysis, where the EDA
focuses on discovering new features in the data, and CDA
on confirming or falsifying existing hypotheses.

Data interpretation, statistical application of statistical
procedures to analyze specific observed or assumed facts
from a particular study.

MAIN COMPETITORS IN CDMA OPERATOR

 RELIANCE
 MTNL
 HFCL

TABLE 1:-

Responses from the number of persons satisfy with their
tata product.
92

Market Survey Effectiveness Tata Indicom Products Services

Market Survey Effectiveness Tata Indicom Products Services

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