Tata Tele Consolidates Brands, Tata Docomo Now In CDMA Space; Bye Bye Tata Indicom

Tata Teleservices Limited (TTL) today said that the company will offer one common brand- Tata Docomo cutting across the CDMA and GSM platforms. This basically means that Tata Docomo will now move into the CDMA space and all the existing Tata Indicom customers will be migrated to Tata Docomo from tomorrow.

The migration of services to the unified Tata Docomo brand will happen in Delhi-NCR at a later date, although the company claims that this will not impact TTL's Indicom, Photon and Walky consumers in Delhi.

As part of the new strategy, customer will get a single-point brand interface for a seamless user experience and therefore the company has consolidated all organizational assets like spectrum, retail touch-points, digital footprint and consumer franchises across technology platforms under a single brand, Tata Docomo.

"Our new strategy will unify our brands and unlock the synergies across the CDMA, GSM & 3G platforms," said Deepak Gulati, Executive President, Mobility Business, Tata Teleservices Limited

Some of the steps taken by the company include:

The Company is planning significant investments to upgrade its CDMA network so that it can increase the existing footprint.

TTL's 3,000+ CDMA retail stores will now be accessible for GSM and vice versa.

Tata Photon's post-pay channel will become an asset for GSM.

GSM's digital marketing footprint will become a channel for Tata Photon.

TTL also unveiled Photon Max on Tata Docomo, an addition to its existing Photon family of high-speed mobile broadband access products on the CDMA platform. As of now, Tata Photon Max is available in five metropolitan cites which include Mumbai, Kolkata, Delhi, Hyderabad and Chennai although another 22 cities will be added by the end of the year.

Photon Max is available to consumers under two schemes. In the first one, the product will be available for an introductory price of Rs 1,999 while the monthly rental will be Rs 750. 1.5GB of data usage will come free while additional data usage will be billed at 50p/MB. In the second offer, the customer will pay Rs 3,999 upfront and get the device and 1 GB of data usage per month free for five months. Any usage beyond 1 GB per month will be billed at 50p/MB.