Submitted in partial fulfillment of requirement of Bachelor of Business Administration (B.B.A) General
BBA IV th SEMESTER (B)(EVENING) BATCH 2012-2015
Submitted to: Ms. Neha Anthwal Submitted by:Amit Kumar Mishra
Name of guide:Ms.Shradha Goyal Name of Student: Amit Kumar Mishra
Designation : Asst. Professor Enrollment no.: 09824501712
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI
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ACKNOWLEDGEMENTS
A lot of effort has gone into this training report. My thanks are due to many people with whom I have been closely associated. I would like all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to MS. NEHA ANTHWAL for his helpful hand in the completion of my project. I would like to thank my entire beloved family & friends for providing me monetary as well as non monetary support, as and when required, without which this project would not have completed on time. Their trust and patience is now coming out in form of this thesis
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CONTENTS
Description Page No. Acknowledgement (i) (i) Contents with page no. (ii) List of figures (iii) Executive Summary 4 Certificate of completion 5 Introduction to topic-Docomo 6 History 14 15 Induction and Training Program 21 Research Methodology 35 Analysis & Interpretation 47 Findings & Inferences 48 Limitations 61 Recommendations and Conclusion 70 Appendices 90 Bibliography 98
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EXECUTIVE SUMMARY
Telecommunication is communication at a distance by technological means, particularly through electrical signals or electromagnetic waves.
Early telecommunication technologies included visual signals, such as beacons, smoke signals, semaphore telegraphs, signal flags, and optical heliographs. Other examples of pre-modern telecommunications include audio messages such as coded drumbeats, lung-blown horns, and loud whistles. Electrical and electromagnetic telecommunication technologies include telegraph, telephone, and teleprinter, networks, radio, microwave transmission, fiber optics, communications satellites and the Internet. A terrestrial radio-based service providing two-way communications by dividing the serving area into a regular pattern of sub-areas or cells, each with a base station having a low-power transmitter and receiver. Although cellular radio is primarily a means of providing mobile telephone service, it is also used to provide data services and private voice services, and as an alternative to fixed wired telephone service where this is scarce, such as in developing countries.
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The world's effective capacity to exchange information through two-way telecommunication networks grew from 281 petabytes of (optimally compressed) information in 1986, to 471 petabytes in 1993, to 2.2 (optimally compressed) exabytes in 2000, and to 65 (optimally compressed) exabytes in 2007. This is the informational equivalent of two newspaper pages per person per day in 1986, and six entire newspapers per person per day by 2007.Given this growth, telecommunications play an increasingly important role in the world economy and the global telecommunications industry was about a $4.7 trillion sector in 2012. The service revenue of the global telecommunications industry was estimated to be $1.5 trillion in 2010, corresponding to 2.4% of the worlds gross domestic product (GDP). A communications network is a collection of transmitters, receivers, and communications channels that send messages to one another. Some digital communications networks contain one or more routers that work together to transmit information to the correct user. An analog communications network consists of one or more switches that establish a connection between two or more users. For both types of network, repeaters may be necessary to amplify or recreate the signal when it is being transmitted over long distances. This is to combat attenuation that can render the signal indistinguishable from the noise. Another advantage of digital systems over analog is that their output is easier to store in memory.i.e. two voltage states (high and low) are easier to store than a continuous range of states.. Mobile phones have had a significant impact on telephone networks. Mobile phone subscriptions now outnumber fixed-line subscriptions in many markets.
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Sales of mobile phones in 2005 totalled 816.6 million with that figure being almost equally shared amongst the markets of Asia/Pacific (204 m), Western Europe (164 m), CEMEA (Central Europe, the Middle East and Africa) (153.5 m), North America (148 m) and Latin America (102 m). In terms of new subscriptions over the five years from 1999, Africa has outpaced other markets with 58.2% growth. Increasingly these phones are being serviced by systems where the voice content is transmitted digitally such as GSM or W-CDMA with many markets choosing to depreciate analog systems such as AMPS.
There have also been dramatic changes in telephone communication behind the scenes. Starting with the operation of TAT-8 in 1988, the 1990s saw the widespread adoption of systems based on optical fibers. The benefit of communicating with optic fibers is that they offer a drastic increase in data capacity. TAT-8 itself was able to carry 10 times as many telephone calls as the last copper cable laid at that time and today's optic fibre cables are able to carry 25 times as many telephone calls as TAT-8. This increase in data capacity is due to several factors: First, optic fibres are physically much smaller than competing technologies. Second, they do not suffer from crosstalk which means several hundred of them can be easily bundled together in a single cable. Lastly, improvements in multiplexing have led to an exponential growth in the data capacity of a single fibre. Assisting communication across many modern optic fibre networks is a protocol known as Asynchronous Transfer Mode (ATM). The ATM protocol allows for the
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side-by-side data transmission mentioned in the second paragraph. It is suitable for public telephone networks because it establishes a pathway for data through the network and associates a traffic contract with that pathway. The traffic contract is essentially an agreement between the client and the network about how the network is to handle the data; if the network cannot meet the conditions of the traffic contract it does not accept the connection. This is important because telephone calls can negotiate a contract so as to guarantee themselves a constant bit rate, something that will ensure a caller's voice is not delayed in parts or cut-off completely.There are competitors to ATM, such as Multiprotocol Label Switching (MPLS), that perform a similar task and are expected to supplant ATM in the future.
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CERTIFICATE OF COMPLETION
I hereby certify that this is my original work and it has never been submitted elsewhere.
Project Guide: Ms. Neha Anthwal (By Amit Kumar Mishra) Faculty
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CHAPTER I INTRODUCTION TO THE TOPIC
A cellular network or mobile network is a radio network distributed over land areas called cells, each served by at least one fixed-location transceiver, known as a cell site or base station. In a cellular network, each cell uses a different set of frequencies from neighboring cells, to avoid interference and provide guaranteed bandwidth within each cell.
When joined together these cells provide radio coverage over a wide geographic area. This enables a large number of portable transceivers (e.g., mobile phones, pagers, etc.) to communicate with each other and with fixed transceivers and telephones anywhere in the network, via base stations, even if some of the transceivers are moving through more than one cell during transmission. Cellular networks offer a number of advantages over alternative solutions: flexible enough to use the features and functions of almost all public and private networks. increased capacity
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reduced power use larger coverage area reduced interference from other signals An example of a simple non-telephone cellular system is an old taxi drivers' radio system, in which a taxi company has several transmitters based around a city that can communicate directly with each other.
FREQUENCY BANDS DIVISION GSM frequency bands: GSM frequency bands or frequency ranges are the cellular frequencies designated the ITU for the operation of GSM mobile phones Today, most telephones support multiple bands as used in different countries to facilitate roaming. These are typically referred to as multi-band phones. Dual- band phones can cover GSM networks in pairs such as 900 and 1,800 MHz frequencies (Europe, Asia, Australia and Brazil) or 850 and 1900 (North America and Brazil). European tri-band phones typically cover the 900, 1800 and 1900 bands giving good coverage in Europe and allowing limited use in North America, while North American tri-band phones utilize 850, 1,800 and 1,900 for widespread North American service but limited worldwide use. A new addition has been the quad-band phone, also known as a world phone, supporting all four major GSM bands, allowing for global use (excluding non-GSM countries such as Japan or South Korea). There are also multi-mode phones which can operate on GSM as well as on other mobile phone systems using other technical standards or proprietary technologies. Often these phones use multiple frequency bands as well. For example, one version of the Nokia 6340i GAIT phone sold in North America can operate on GSM-1900, GSM-850 and legacy TDMA-1900, TDMA-800, and AMPS-800, making it both multi-mode and multi-band. As a more recent example the Apple iPhone 5 and iPhone 4S support quad-band GSM at 850/900/1,800/1,900 MHz, quad-band UMTS/HSDPA/HSUPA at
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850/900/1,900/2,100 MHz, and dual-band CDMA EV-DO Rev. A at 800/1,900 MHz, for a total of 'six' different frequencies (though at most four in a single mode). This allows the same handset to be sold for AT&T Mobility, Verizon, and Sprint in the U.S. as well as a broad range of GSM carriers worldwide such as Vodafone, Orange and T-Mobile (Excluding-US), many of whom offer official unlocking.
UMTS frequency bands: The UMTS frequency bands are radio frequencies used by third generation (3G) wireless Universal Mobile Telecommunications System networks. They were allocated by delegate to the World Administrative Radio Conference (WARC-92) held in Mlaga-Torremolinos, Spain between February 3, 1992 and March 3, 1992. Resolution 212 (Rev.WRC-97), adopted at the World Radiocommunication Conference held in Geneva, Switzerland in 1997, endorsed the bands specifically for the International Mobile Telecommunications-2000 (IMT-2000) specification by referring to S5.388, which states "The bands 1,885- 2,025 MHz and 2,110-2,200 MHz are intended for use, on a worldwide basis, by administrations wishing to implement International Mobile Telecommunications 2000 (IMT-2000). Such use does not preclude the use of these bands by other services to which they are allocated. The bands should be made available for IMT-2000 in accordance with Resolution 212 (Rev. WRC-97)." To accommodate the reality that these initially defined bands were already in use in various regions of the world, the initial allocation has been amended multiple times to include other radio frequency bands.
CDMA frequency bands : Code division multiple access frequency bands (CDMA) is a channel access method used by various radio communication technologies.
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CDMA is an example of multiple access, which is where several transmitters can send information simultaneously over a single communication channel. This allows several users to share a band of frequencies (see bandwidth). To permit this to be achieved without undue interference between the users CDMA employs spread-spectrum technology and a special coding scheme (where each transmitter is assigned a code). CDMA is used as the access method in many mobile phone standards such as cdmaOne,CDMA2000 (the 3G evolution of cdmaOne), and WCDMA (the 3G standard used by GSMcarriers), which are often referred to as simply CDMA.
CHAPTER-II
DOCOMO
About: DoCoMo is a trademark of the NTT DoCoMo corporation of JAPAN used in its home market and in India in partnership with Tata Teleservices. It is an acronym of the phrase "Do communications over the mobile network." Tata DOCOMO is Tata Teleservices Limited's telecom service on the GSM platform-arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom Circles-and has also been allotted spectrum in 18 telecom circles. Of these, it has already rolled out services in all the 18 Circles that it received spectrum in from the Government of India-Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.
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Tata DOCOMO has also become the first Indian private operator to launch 3G services in India, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself suitably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators-in Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile phone users.
NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like i-Mode, e- wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded conducting 4G trials in physical geographies, not just inside laboratories!
DOCOMO is a global leader in the VAS space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market through the Tata DOCOMO brand.
Tata DOCOMO has also set up a Business and Technology Coordination Council', comprising of senior personnel from both companies. The council is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with
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the Tata Teleservices Limited management and provide know-how to help the company develop its GSM business.
VISION Creating a new communications culture Expanding its businesses while contributing to the realizing of a rich and dynamic society. Emphasizing and strengthening Docomos existing core business of voice communication service. Assertively promoting mobile multimedia services among the public
OPPORTUNITIES Growth rate of voice service was gradually declining(1997). Usage of internet was still in its infancy in Japan (1998) Low penetration on PC and Japans commuter population creating untapped market for wireless technology (1998) Growth rate of e-commerce transactions on I-mode (1999)
o THREATS Local competitors penetration (KDDI (1987), J-Phone)
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Foreign player entries (Motorola, 1993) Still under threat from KDDI and J-Phone (1997) Japan Market was overpowered by Docomos (2000) Declining of subscribers base (2000) Facing fierce competition from existing player and new entrants in the japans market(2001) Docomos AR continued declining (2002) Docomos shareholder wrath (2002) KDDI launching CDMA2002 1x (2002) Local Taxes Amendment Law by Japanese Government (2003) Docomos investment partners request for fresh capital (2003) Competitors were increasing their market share rapidly (2003)
STRENGTHS o Having inherited the wireless business of NTT (1992) o Launch their owns handsets (1994) o Launching Do-Pa Project (1997) o Launching I-mode (1999) o Launching FOMA services (2001) o Launching 2G photo handsets (2002)
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o Launching FOMA handsets with rotating liquid crystal screen and good battery life, and GPS handset (2003)
WEAKNESSES Taking rental security deposit of their handsets (1992) Suffered 16 disruption in I-mode service (2000) I-mode couldnt succeed on global market due its incompatibility with other digital transmission standard used worldwide (2000) Over confident with their 3G concept and aggressively gain overseas investment drive (2001) Didnt complete testing to ensure 100% network quality for their 3G services (2001) FOMA Handsets problem: high prices, variety limited, very short battery life, insufficient network coverage, crash easily, hacker manipulation (2001) I-mode difficulty adaptation by European market (2001) High cost of FOMA services, lack of affordability and difficult to use (2001)
LONG TERM OBJECTIVES and STRATEGIES Emerging as the market leader in Japan (1992) Launch their owns handsets (1994) Reducing initial subscription fees (1994) Eliminating initial subscription fees (1996) Launching 10 Yen Mail Services (1997) The need to shift to a higher-level technology, to differentiate its services from those of its competitor and to sustain its growth in the market (1997)
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Focusing heavily on R&D to develop advanced 2G wireless product (1997) I-mode(1998) Focusing heavily on R&D to develop advanced 2G wireless product (1997) Gave reign to Keiji Enoki to develop I-mode(1998) Choose not to rever to I-mode with Internet/Web in its promotional campaign (1999) Docomos business model adopted from AOLs packet billing model (1999) Adding the value of its customers online purchases to their monthly bill (1999) I-mode services that benefiting Docomo,content providers and customers (1999). Had multiple points of contact with their customers for understanding customer needs and to provide the solution (1999). Announcing global strategy to be a global player giant (early 2000) Improving the technology used to avoid disruptions and accommodating the increasing of subscriber base (2000) Being minority stakeholder of Hutchison, KPN Mobile and 3G UK Holding Company (2000). Get over 150,000 subscribers by the end of 2001 (2001) Stop overseas investment (2001) Banking W-CDMA transmission protocol(2001). Acquisitioning 16% of AT&T stakes (2001). Offering FOMA handsets subsidies and reduce its profit margin (2001). Positioning 3G as an affordable service (2002) Improving customers content base (2002) Gave reign to Keiji Enoki to develop
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Focusing on its customer needs. Write-off the value of its various other investment (2002) Cut-off its executive salaries by 10%-20% for a year (2002) FOMA aggressive marketing initiatives (2003) Refusing partner request for fresh capital (2003)
TATA DOCOMO TATA DOCOMO, is an Indian cellular service provider on the GSM, CDMA and platform-arising out of the strategic joint venture between Tata Teleservices and NTT Docomo in November 2008. It is the country's sixth largest operator in terms of subscribers (including both GSM and CDMA). TATA DOCOMO, is TATA Teleservices Limited's (TTSL) telecom service on the GSM platform-arising out of the TATA Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles.
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History TATA DOCOMO is part of the Indian conglomerate Tata Group. The company received licenses to operate GSM services in nineteen telecom circles and was allotted spectrum in eighteen of these circles and launched GSM services on 24 June 2009. It began operations first in South India and currently operates GSM services in eighteen of twenty two telecom circles. It has licences to operate in Delhi but has not been allocated spectrum from the Government. Docomo provides services throughout India. Tata DOCOMO offers both prepaid and postpaid cellular phone services. It has become very popular with its one second pulse especially in semi-urban and rural areas. On 5 November 2010, Tata DOCOMO became the first private sector telecom company to launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of December 2010. Rebranding On 20 October 2011, Tata DoCoMo brought its brands - CDMA, GSM, Walky (Fixed Wireless Phone), Photon, INTERNET - under the Tata Docomo name. All
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subscribers to these services were migrated to the Docomo brand on 20 October 2011. [3] The companies other brands - Virgin Mobile and T24 - are not part of the rebranding and will retain their names.
Network Coverage State CDMA 2G 3G Madhya Pradesh
Maharashtra & Goa
Mumbai
Andhra Pradesh
Bihar & Jharkhand
Gujarat
Haryana
Himachal Pradesh
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Karnataka
Kerala
Kolkata
Orissa
Punjab
Rajasthan
Tamil Nadu
Chennai
Uttar Pradesh (East)
Uttar Pradesh (West)
West Bengal
Assam
North-East
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Tata DoCoMo mobile services are available in the following telecom circles:
With effect from 17 June 2013, Docomo does not offer postpaid services, on both CDMA and GSM, in Bihar, Rajasthan and West Bengal (except Kolkata).
3G On 19 May 2010, the 3G spectrum auction in India ended. Tata Docomo paid 6964.29 crores for spectrum in 22 circles. The circles obtained 3G licences in are Madhya Pradesh, Gujarat, Haryana, Karnataka, Kerala, Maharashtra & Goa, Punjab, Raj asthan, and Uttar Pradesh (West). Jammu and Kashmir
All Delhi
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On 5 November 2010, Tata DOCOMO became the first private sector telecom company (third overall) to launch 3G services in India, with a 20 city launch. Tata Docomo's HSPA+ 3G network, set up with the assistance of NTT Docomo, supports high-speed internet access with speeds of up to 21.1 Mbit/s. The network also supports high definition voice for superior quality voice calls. Docomo also provides 3G Internet Access Devices, e-Sticks and Wi-Fi Hubs. On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G services to jointly roll out 3G networks in the circles where they both have spectrum. In the spectrum auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles (service areas), while TATA DOCOMO was awarded 3G licenses in nine circles. This deal would give both companies 3G coverage in 19 telecom circles of India. They will not have coverage on 3 circles - Delhi, Himachal Pradesh and Mumbai. The companies have three circles in common - Karnataka, Kerala and Punjab.On December 14, 2011, Docomo ended its agreement with Aircel. Both operators ended the deal after the Department of Telecom said that such 3G arrangements were illegal, as the pacts violate licence terms and conditions.Tata Docomo and Aircel currently have bilateral roaming agreements to allow their subscribers to seamlessly use 3G on roaming. Tata docomo Loss 1.5million subscriber in feb 2013
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Docomo had about 1.5 million 3G subscribers as of May 2011. Airport WiFi On 21 May 2013, Docomo announced that it had entered into an exclusive partnership with GMR Airports to offer WiFi services at Terminal 3 of the Indira Gandhi International Airport in Delhi and the Rajiv Gandhi International Airport in Hyderabad.
Docomo offers WiFi services across the entire airport, including private airline lounges. Passengers can access free WiFi for 45 minutes, after which the passenger can continue to avail WiFi services by paying for it online.
The Bloodline Club Tata DoCoMo launched The Bloodline Club, a network of blood donors for participants all over the planet. When signing up to this social initiative, each blood donor registers her/his blood type; in case of an emergency, members may contact Tata DoCoMo, and the company will find a suitable donor
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VARIOUS UP AND DOWNS INCURRED WITH DOCOMO TELECOM SERVICES 2011-10-19. Retrieved 2012-06-28 Tata Teleservices Limited (TTSL), the countrys youngest and fastest-growing pan-India dual-technology telecom services provider, has adopted a future-facing strategic for its wide range of products and services and reach out to customers with one common or uniform brandTata DOCOMO cutting across the CDMA and GSMplatforms. With this move, brand Tata DOCOMO now moves into the CDMA space, and all Tata Indicom customers shall be migrated to Tata DOCOMO from tomorrow. Tata DOCOMO believes that phones are not just for talking and the new strategic approach will bring in the full might of TTLs telecom experience to customers through an elevation in the promise from only telecom to seamless Access, relevant Content and differentiated Solutions. As part of the new strategy, TTL is integrating the many different market opportunities and empowering the customerwith a single-point brand interface for a seamless user experience. The company has consolidated all organizational assetsspectrum, retail touch-points, digital footprint and consumer franchises across technology platforms under a single brand, Tata DOCOMO. The migration of services to the unified Tata Docomo brand will happen in Delhi- NCR and in other circles at a later date. This will not impact TTLs Indicom, Photon and Walky consumers in Delhi as they will continue to get the same quality of service as in the past.
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As all of are aware that Tata Indicom/Photon/Walky are the various services of Tata Teleservices Ltd. and all these services would now be known as TATA DOCOMO. All these services are already a part of Tata Teleservices and would now part of a bigger world of Tata Docomo which will now be a part of 90 million strong family where customers can enjoy on net calling benefits (talking on the same Docomo network) through its products and services. Though these changes will not impact any change in its tariff or other services irrespective of the Product, although the brand name has been changed but there is no change in its technology also, A GSM number can roam on GSM network only. If you are using Tata Indicom CDMA now, going forward customers will roam on Tata Docomo CDMA. All CDMA and GSM customers can now avail of an unmatched experience at Tata Docomo Stores with the latest handsets, plans and Solutions. With one brand for mobile customers (using CDMA or GSM), TTSL also cuts down brand confusion and with one brand it will save costs on advertising and other stuffs. Virgin Mobile GSM/CDMA or T24 is not a part of its re-branding strategy as its just the networking sharing on other brand name. Check out new Tata Docomo CDMA website: cdma.tatadocomo.com. Photon on photon.tatadocomo.com and walky.tatadocomo.com for Tata Photon and Tata Walkyservices. Tata Indicom brand is still used on Delhi circle, and will be updated soon. Its few Data products are now renamed as below Tata Photon Plus now Photon Plus [EVDO Rev A ] Tata Photon Whiz now Photon Whiz [CDMA 1x] Tata Photon Max now Photon Max [EVDO Rev B] Tata DOCOMO 3G e-stick now Photon 3G E-stick [HSPA/HSPA+] Tata DOCOMO Wi-Fi Hub now Photon Wi-Fi Hub [EVDO Rev A & HSPA]
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2013-05-24. Retrieved 2013-06-15. "Tata Docomo to Shut Down Postpaid Services in Rajasthan, Bihar & West Bengal" Indias 3G Auction Ends; Operator And Circle-Wise Results
3G Auction Results coverage brought to you by One97 Communications. Lets Get Talking about 3G! After 34 days and 183 rounds of bidding, Indias 3G spectrum auction is over. The results are provisional, and subject to government approval. The Indian government has managed to raise Rs. 67,718.95 crores from the auction, with Rs. 50,968.37 crores from private telecom operators, and Rs. 16,750.58 crores from the state owned telecom operators BSNL and MTNL. The two circles of Delhi and Mumbai together account for 39.19% of the total money raised, while the top five circles Delhi, Mumbai, Karnataka, Tamil Nadu and Andhra Pradesh account for 65.56% of the bids. The auction results, in a single chart:
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The results, by telecom operator
Tata Teleservices Will pay 5864.29 crores for spectrum in 9 circles Doesnt have spectrum in Delhi or Mumbai, so Tata Docomo customers will lose out Has spectrum in Maharashtra, Gujarat, Karnataka, Kerala, Punjab, Haryana, Uttar Pradesh (West), Rajasthan and Madhya Pradesh Spectrum is equitably distributed within bands three circles each for 1959- 1964 Mhz, 1969-1974 Mhz and 1974-1979 Mhz band
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Circlewise Information Maharashtra: Rs. 1,257.82 Tata: 1959-1964 Mhz Idea: 1969-1974 Mhz Vodafone: 1974-1979 Mhz Money raised from the Maharashtra circle is Rs. 12,988 crores, with Rs. 9549 crores being paid by private telecom operators Gujarat: Rs. 1,076.06 crores Tata: 1959-1964 Mhz Vodafone: 1969-1974 Mhz Idea: 1974-1979 Mhz Karnataka: Rs. 1,579.91 crores Tata: 1959-1964 Mhz Aircel 1969-1974 Mhz Bharti Airtel: 1974-1979 Mhz Kerala: Rs. 312.48 crores Idea 1959-1964 Mhz Tata 1969-1974 Mhz Aircel 1974-1979 Mhz Punjab: Rs. 322.01 crores Idea 1959-1964 Mhz Reliance 1964-1969 Mhz Tata 1969-1974 Mhz Aircel 1974-1979 Mhz Haryana: Rs. 222.58 crores Idea 1959-1964 Mhz Tata 1969-1974 Mhz Vodafone 1974-1979 Mhz
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Uttar Pradesh (W): Rs. 514.04 crores Bharti 1959-1964 Mhz Idea 1969-1974 Mhz Tata 1974-1979 Mhz Rajasthan Rs. 321.03 crores Reliance 1959-1964 Mhz Bharti 1969-1974 Mhz Tata 1974-1979 Mhz Madhya Pradesh Rs. 358.36 crores Idea 1959-1964 Mhz Reliance 1969-1974 Mhz Tata 1974-1979 Mhz Tata Docomo expects MNP to boost its 3G subscriber base Retrieved:2012-06-28. With the launch of mobile number portability, Tata Docomo, the only private operator offering 3G in the country, hopes that subscribers of other operators will migrate to its network.
Tata Docomo, which had launched 3G services in nine circles earlier this month, says that the consumer response has been positive. The circles where the operator offers 3G services include Karnataka, Kerala, Madhya Pradesh- Chattisgarh, Rajasthan, Gujarat, UP (West), Punjab, Haryana and Maharashtra. Speaking to Telecom Yatra, Lloyd Mathias, president of the corporate monitoring group of TTSL, said, "We have received good response on 3G from our
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subscribers. As of now, the video SMS service is doing good. Also, people are watching Live Aarti on mobiles, as this service is not very popular on TV."
Since Tata Docomo is the only private operator offering 3G services in Haryana, and since mobile number portability or MNP has been implemented there, Mathias believes that the company will witness an influx of subscribers who will migrate from other operators' networks in search of 3G services. Tata Docomo's HSPA+">HSPA+ 3G network, set up with the assistance of NTT Docomo, supports high-speed internet access with speeds of up to 21.1 Mbps. The network also supports high definition voice for superior quality voice calls. The operator had invested around $500 million (Rs 2,277 crore) on 3G services, and is offering services such as video SMS, video streaming, mobile TV, ultra high speed data transfers, route finder, Live Aarti etc.
Tata Docomo and Aircel Terminate 3G Roaming Deal: by Sanjay Bafna on December 14, 2011 1:46 pm | 3G, AIRCEL, TATA DOCOMO
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Tata DOCOMO, the unified telecom brand of Tata Teleservices and AIRCEL the fifth largest mobile service provider today called off their mutual agreement for Intra circle 3G Roaming services.
According to our sources, both operator ended the deal soon after the Government/Department of Telecom said that such 3G ICRA or arrangements were illegal. 3G Roaming arrangement between Tata Docomo and Aircel was operational since July 19th, 2011 as we reported earlier. Few days back the Telecom Ministry also said it will soon take action against service providers that have entered into roaming agreements for 3G services, as the pacts violate licence terms and conditions. Apart from the Tata Docomo and Aircel, leading private telecom operators Bharti Airtel, Vodafone Essar and IDEA Cellular had also entered into ICRA for providing a 3G roaming service on a pan-India basis but have not pulled back the 3G service so far till the time. The current 3G / UAS /CMTS licence terms and conditions allow operators to go in for Roaming agreements to enable their subscribers to get seamless mobile network coverage as they move from one circle to other circle in India wherein they doesnt have any network/spectrum or services. But in 3G services, all private operators are selling their 3G products and new connections even in circles where they do not have 3G spectrum/licence. Operators having 3G spectrum pay higher revenue share in the form of 3G spectrum usage fee, and the DoT is concerned about allegations of alleged revenue losses to the exchequer because of these pacts.
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Presently on state run telecom operators BSNL and MTNL providing pan India 3G services with all legal terms and conditions of 3G licence. Tata DOCOMO inks partnership with Delhi, Hyderabad int airports PTI May 21, 2013, 10.16PM IST
Tags: Tata Teleservices| T3| IGI| GMR Airports NEW DELHI: Tata DOCOMO today said it has entered into an exclusive partnership with GMR Airports to offer Wi-Fi services at Indira Gandhi International Airport - Terminal 3 in Delhi and Rajiv Gandhi Hyderabad International Airport, Hyderabad. The firm, the mobility and business services brand of Tata Teleservices, enables passengers transiting through the airport to access free Wi-Fi services for a specified time, it said in a release.
On Tata Docomos Project Clean VAS:
By Nikhil Pahwa on Jul 13th, 2012 On June 25th 2012, Tata Docomos VAS department sent across the second list of BDRC numbers to VAS companies, a list, were told that is pretty large. BDRC refers to a database the telco has created, of customers who are BalanceDepletionRepeatComplainants. This process was begun on the 21st of May 2012, where a set of customers who complained often about VAS billing would be blacklisted (interesting choice of words) from being subscribed to VAS services on any platform for a period of 90 days, and only be allowed event/pull/browsing based products such as
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wallpapers, ringtones, voice browsing services, SMS pull etc, but most importantly, no subscription services. As a part of inclusion in this blacklisting period, Tata DOCOMO communicates to the customer that they will not be able to subscribe to a service for a 90 day period. Theyre automatically delisted from the database after 90 days. This is a welcome move by Tata DOCOMO, and is the latest step in a series of moves by the telecom operator. Earlier emails (also with MediaNama) point towards other steps that are a part of this Project Clean VAS. An email dated May 17th 2012 states that New customers shall NOT be promoted any VAS for a period of 10 days from the date of activation on the network, and the launch of START/STOP services to allow customers to activate and deactivate VAS services, launch of VAS statement on Demand, to allow customers to check which services they are being charged for, stringent audits of discrepancies via reconciling activation logs with call to action logs for services, and a penalty matrix for VAS companies, which includes suspension of promotion for new activations for a period of 90 days, monetary penalties, and potential for termination of VAS-telco relationship. An email dated January 4th 2012 calls for No VAS activity on Zero Usage Bucket subs, that all VAS activations be proceeded by a landing deck with all information on price, validity and product description requesting a reconfirmation, and VAS activations be only as a result of a double confirmation (IVR, SMS, WAP, USSD). Third party WAP products also have to have landing decks, and WAP banner texts to be extra bold for purpose of clarity and understanding. Several other measures are mentioned, but mails that follow clearly suggest that companies havent been following the guidelines, and knowledge of connivance between internal and external parties, stating that We are shocked at the audacity and callous manner in which some unprincipled and unethical practices have been carried out.
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This is the acknowledgement of the problem of fraud (politely referred to as false billing) that exists in VAS ecosystem. This isnt the first instance of telecom operators trying to enforce more accountability in the system: last year, Bharti Airtel had instituted a series of changes regarding billing, with the intent of reducing customer dissatisfaction, including the removal of billing of customers with a negative balance. Our Take Weve heard about a company whose subscription base for an alerts service has declined by almost 90% when a telco shifted them to an internal subscription engine. With the regulator now looking into these billing practices, and telcos also being able to monetize an alternate revenue stream in the mobile Internet, Mobile VAS looks like it will go through a tougher time, but it also raises a few question has his industry largely been built on defrauding customers? How many real products and services are there in the market things that customers actually want/need/buy? While the issue is largely with subscription based businesses, which means that customers get billed automatically on a recurring basis, it is by no means restricted to them. Ive been billed for animations that I havent bought, just as my mother was being billed for job alerts she never subscribed to (she thought it was spam). The charges, in both cases, were reversed when I complained, but there are many customers who dont know where their balance goes, or what to do about it. One suggestion, if youre a telecom operator genuinely interested in ensuring that customers have an easy way out of this subscription mess: Restrict subscription services to 30 days minimum, and on a minimum balance, and put in place a 10 day money back guarantee, no questions asked, and do whatever it takes to build customer confidence.
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Im reminded of how things were with online shopping was once in India, where people were often delivered sub-standard products, or products different from what was shown on websites. It took a few companies with a crazy focus on delighting customers to turn that around. VAS will need the same, and on a much bigger scale.
Tata DOCOMOs Response In response to our questions on whether there been a reduction in complaints around VAS, what the company has done about non compliance with the guidelines, the number of vendors that have been penalized and how many customers there are in the BDRC, Tata DOCOMO has sent the following response, attributable to Rishimohan Malhotra, Head VAS Mobility, Tata DOCOMO: The telecom industry has faced this issue for quite some time and Tata DOCOMO has been at the forefront of ensuring true customer satisfaction via innovative methods. While Tata DOCOMO follows stringent system driven processes as a rule, we are also the 1st in the Industry to have initiated Common Minimum Threshold Balance which enables, across all VAS Domains, a minimum amount to be kept available in a subscribers account for Voice/SMS activities. This has resulted in a high Satisfaction Index amongst our subscribers since mistaken activations are hugely nullified. Furthermore, in the interest of customer empowerment, Tata DOCOMO subscribers are enabled to activate or deactivate any VAS Service via multiple modes such as SMS, USSD or IVR codes apart from the TRAI IVR Code. Additionally, Tata DOCOMO follows a Service Guarantee policy with full refund within 48 hours.
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Situation Analysis CUSTOMERS/CONTEXT If we look at Indian share globally in this segment, India, a relatively late entrant into mobile services, has benefited from a significant decline in mobile network costs during the last three to four years. As compared with a capital cost of US$50-90/subscriber to provide mobile service, it costs as much as US$200- 350/subscriber to provide fixed-line services. This and the added benefit of mobility have led to stagnation in the total fixed line subscriber base, which along with the significant growth in the mobile base has translated into India having one of the highest ratios globally of mobile subscribers to total telecom subscribers.
Exhibit 1: Mobile subscribers percentage
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India the second largest mobile market in the world is also among the fastest growing mobile markets globally. The total number of mobile subscribers in India has increased from 6.4 Mn in March 2002 to around 350 Mn in December 2008 at a CAGR of 81% aided by a significant increase in network coverage and a continual decline in tariffs and handset prices.
Exhibit 2: Growth in Indian Mobile Subscriber base
Considering the above factors supported by Exhibit 1 and 2, DOCOMO a global leader in the VAS (Value-Added Services) space wanted to grow more into Indian Geography.
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COMPETITORS Telecom Industry in India is dominated by major players like Bharti-Airtel, BSNL, Reliance, Vodafone, and IDEA with share market strength as per Exhibit 3, 4 and 5 given below. Competition is very intense due to low points of differentiation.
COMPANY TATA DOCOMO, is TATA Teleservices Limited's (TTSL) telecom service on the GSM platform-arising out of the TATA Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL has already rolled out its services in various circles.
It offers both prepaid and postpaid GSM cellular phone with presence in 11 circles including Madhya Pradesh & Chhattisgarh, Orissa, Maharashtra & Goa, Karnataka, Kerala, Tamil Nadu and West Bengal. It has become very popular with its one second pulse especially in semi-urban and rural areas. They are launching their service from the south of India to central, east and north.
The launch of the TATA DOCOMO brand marks a significant milestone in the Indian telecom landscape, as it stands to redefine the very face of telecoms in India.
SWOT Analysis: Strengths Weakness Early Mover - Pioneer in India on one second billing concept.
Signal Strength Innovative pricing models for almost everything be it voice calls, VAS services, and IVR interactions. Customer Service Global leader in value added services.
USP : Value Added Services like - Timed SMS Low Price Low Quality trap (due to excessive focus on only price based selling)
Plans affordable by common people Active in social media sites like Twitter, Facebook, StumbleUpon, Technorati etc, one of their strategies for marketing their products and creating an online presence
Opportunities Threats Scope to expand the coverage across the growing Indian market : VAS services market to grow to 450 billion rupees by 2010 Cut-throat competition from other major service providers Introduce new plans targeted to internet users No strong POD other than price Introduce 3G compliant services since DOCOMO has the expertise in 3G Late entrant in Indian market Introduce new combined plans like SMS, Internet, calling integrated offers TRAIs plan to introduce Mobile Number portability in early 2010 Association with Microsoft to launch the new generation Windows Mobile 6.5 smart phones
TRAIs plan to introduce Mobile Number portability in early 2010
VAS for rural segment like integration with e-choupal, mandi prices, weather information, fish shoal movement etc.
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COLLABORATORS TATA Teleservices is the pioneer of CDMA 1X technology platform in India with market share of around 8.2% by 2008. TATA DOCOMO arises out of the TATA Groups strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO has received a pan-India license to operate GSM telecom servicesand has also been allotted spectrum in 18 telecom Circles.
TATA DOCOMO has leveraged TATAs brand image in India to form alliances with leading players in the respective segments: Samsung has exclusively partnered with TATA DOCOMO to launch Galaxy i7500 in India. The new stylish Blackberry Curve 8250 smart phone is being launched in collaboration with TATA DOCOMO offerings, is now on its way to appeal to a broad spectrum of retail and business customers who want an exceptional mobile experience with the ease of mobile access to every facility Leverage TATA Indicoms presence across India for distribution channel partnership. Association with Microsoft to launch the new generation Windows Mobile 7.0 smart phones
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Objectives Increase TATA DOCOMOs GSM consumer base to 45 million by October 2010. Strategy SEGMENTATION Demographic Segmentation (Age) The Wireless Industry crossed 452.91 million-subscribers mark as by end of May 2009. This total subscribers base of 452.91 million comprise of 298.15 million GSM and 105.51 million CDMA subscribers. During the financial year 2008-09 around 130.67million subscribers were added with a growth rate of 50.00% as compared to 58.12% growth during the year 2007-08.
Age Group Upto 30 (A) 30-50 (B) Above 50 (C) Total GSM Base 298.15 million Percentage 55% 30% 15% Users 160 Mn 90 Mn 4.5 Mn Source: TRAI
100% of age group of A + 50% of age group B + 50% CAGR = 300 Mn
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Geographic Segmentation
Exhibit 6: Rural and Urban subscription share
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Segmentation Details: With the rural India growth story unfolding, the telecom sector is likely to see tremendous growth in India's rural and semi-urban areas in the years to come. By 2012, India is likely to have 200 million rural telecom connections at a penetration rate of 25 per cent. And according to a report jointly released by Confederation of Indian Industry (CII) and Ernst & Young, by 2012, rural users will account for over 60 per cent of the total telecom subscriber base. India's rural majority today accounts for more than US$100 billion in consumer spending i.e. the largest buyers as a group in the country and contributing significantly to India's GDP. In 99-00, for every $100 earned by a person residing in a rural area, a person in an urban area earned approx. $182. Today, this gap has been reduced to $56. Saturation in Urban Market Teledensity at 71%, Rural India teledensity is less than 10%, Scope of growth based on affordable tariffs The regulator has put thrust on rural rollouts and will provide aid through USO fund.
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TARGETING Targeting (by Age) Based on segmentation decided to go for Market segmentation as below,
Age Group Youth Middle Age Senior Citizen Income High Medium Low
100% of age group of A+ 50% of age group B + 50% CAGR = 300 Mn
Target 34 million subscribers from the youth and middle age segment in urban segment, from the total target of 45 million.
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Targeting (by geography)
The Target market for the Rural Area will be the R1, R2 and R3 segments in the villages having population of 2000 and above. This will allow DOCOMO to concentrate on the 50% of rural population without incurring a very high cost for expansion of services to remote interiors with low user densities.
Therefore target population for rural is 54% of 62 crores i.e. 33 crores (330 million) (as per Exhibit 6)
Target 11 million subscribers from the rural segment from the total target of 45 million. POSITIONING For all GSM mobile users across India who need simplified, affordable and savings oriented cellular service, TATA DOCOMO is a 3G ready GSM telecom service provider that provides a range of innovative Value added Services with out of the box pricing plans. Unlike the other GSM service providers, TATA DOCOMO is a youthful and vibrant brand that is set to break the conventional thinking by introducing new features and services for all classes of people.
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Marketing Mix PRODUCT TATA DOCOMO having good range of services: TATA DOCOMO provides both postpaid and prepaid services. TATA DOCOMO Quality network: TATA DOCOMO intends to have good quality network which provides clarity in voice. Prepaid Plan Features o 1p/ second - Anywhere In India o Savings Alert After every Outgoing call o ISD calls on 1 second charging o Best SMS rates from TATA DOCOMO o Pre activated STD, ISD and National Roaming without rental o Anywhere in India Recharge with TATA DOCOMO o Total Information control
For the rural population, voice alone cannot be incentive enough to subscribe for a telephone connection even with the availability of low cost handsets and all the recent tariff initiatives. The mobile handset has to become a multipurpose instrument providing entertainment, news, education, connectivity as well as a means to promote the financial and business interests. Value added services viz. education, entertainment, tele-medicine, banking, IPTV etc. Some of these services can be provided through text messaging. However, in order to make up for the slow pace of development in the past and offer range of usage/ application, it is necessary that both voice and broadband go and in hand as far as strategy for rural India are concerned.
Locally relevant applications in local languages Alerts to farmers on Mandi prices
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Vital, real-time information is available to fishing communities (e.g. sea wave heights, satellite scan data about fish shoals) which is processed to make it usable to non-technical users. Integrated package consisting of text-messaging services, voice services and an Internet portal for rural areas. Farmers and fishermen can access the service to get weather forecasts, price information, and employment opportunities outside the agricultural industry. Temperature, humidity, wind speed & direction and rainfall information Tie up with initiatives like ITC e-choupal to provide real time information via mobiles
Mobile Banking for Rural India:- Paying insurance premium and utility bills Sending and receive money (through agents/post offices etc)
Applications for the health and education areas Provide standard classroom content as part of broadband package Provide specialized e-classroom trainings Provide trainings for agriculture and livestock related areas pay per use Provide technical (non agricultural sector) related trainings and certifications for increasing employment opportunities pay per use
Applications for Department of Posts Applications to send the letters, greetings, messages etc electronically, only generating hard copies at point of destination for distribution. This will save a lot on logistics costs for department of posts. At the same time they can retain revenues. Applications for sending money orders through e-Money
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PLACE It having good range of channels of distribution: As TATA already exist in this field of telecommunications as TATA Indicom. It has wide range of channels of distribution to sell TATA DOCOMO services Use TATAs existing electronic retail chains like Croma for sales, distribution, returns and customer service in urban areas. Tie-up with Department of Post The Postal department has the required infrastructure and reach and also the expertise to handle monetary transactions along with postal deliveries (money orders, stamps, savings schemes, other miscellaneous services) The Dept of Posts has a presence in every corner of the country. The Postman is a known and recognized entity in even the smallest villages. He knows the people well in every village and is well respected. He is also seen as a reliable and responsible Person since he works with the government. He can also influence the decisions of the village folks due to his unique position elaborated above. Postman can be used for credit verification, address verification, training and support and can be given incentives for the same by the telecom companies. TATA with its well respected brand and political clout can form this alliance. Use Local Schools/Colleges etc for training in rural areas The local schools will offer the presence of literate teachers who can be leveraged for training the rural people in the use of mobile services and handsets. The teachers can also serve as the voice through which the benefits can be communicated to the villagers. Dive-in stores in small cities.
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PROMOTION Advertising: TATA DOCOMO following different style of advertising pattern in TVs and newspapers. Sales promotion: due to unique feature of TATA DOCOMO it helps the sales people to decrease burden. Run promotions for mobile services and products during harvest season and festivals due to the presence of higher disposable income during that period. Run promotions through the local post office, gram panchayats, banks and schools, buses. Allow one month free service for the value added services as trial offers. Can introduce night free offer depending on customer reactions. Dive-in Stores Innovative and cost effective billing plans Give away/ freebies wrt milestone billing Social networking websites Cross selling and promotions with TATAs other outlets like CROMA, Tanishq, TITAN
PRICE Background: TATA DOCOMO is entering a market where: o Product demand is highly price elastic. o Substantial economies of scale are available. o The product is suitable for a mass market (i.e. enough demand). o The product will face stiff competition soon after introduction o Because of the cut throat competition, price skimming will not work.
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Pricing: The pricing objective is market penetration and to reach as many consumers as possible, setting a low initial entry price, lower than the eventual market price, to attract new customers. We expect that customers will switch to the new brand because of the lower price. This will help in fast diffusion and adoption. This will take the competition by surprise, not giving them time to react. This will also create goodwill among the early adopters segment. This can create more sales through word of mouth. Implementation BUDGET Considering 45 Mn market for next year, with ARPU of Rs. 165, the total revenue target will be 742 Cr.
(Figures are based on recent balance sheet from DOCOMO)
Activity Budget Allocated Amount (in Cr) Sales and Marketing 15% 111 Operating cost 22% 163 Salary 8% 60 Depreciation and Amortization 25% 185 Administration 15% 111 Profit Expected 15% 111 Total 100% 742
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ACTIVITY SCHEDULE
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NTT DOCOMO
NTT Docomo, Inc. is the predominant mobile phone operator in Japan. The name is officially an abbreviation of the phrase, "do communications over the mobile network", and is also from a compound word dokomo, meaning "everywhere" in Japanese. [4] Docomo provides phone, video phone (FOMA and Some PHS), i-mode (internet), and mail (i-mode mail, Short Mail, and SMS) services. The company has its headquarters in the Sanno Park Tower, Nagatach, Chiyoda, Tokyo. Docomo was spun off from Nippon Telegraph and Telephone (NTT) in August 1991 to take over the mobile cellular operations. It provides 2G (mova) PDC cellular services on the 800 MHz band, and 3G FOMA W-CDMA services on the 2 GHz (UMTS2100) and 800 MHz(UMTS800(Band VI)) and 1700 MHz(UMTS1700(Band IX)) bands, and 4G LTEservices. Its businesses also included PHS (Paldio), paging, and satellite. Docomo ceased offering a PHS service on January 7, 2008. July 1992 NTT Mobile Communications Network, Inc. takes over Nippon Telegraph and Telephone Corporation's mobile communications business March 1993 Launches 800MHz digital cellular phone service April 1994 Launches "CITYPHONE" 1.5GHz digital cellular phone service March 1997 Launches "DoPa" packet data communications service October 1998 Listed on the Tokyo Stock Exchange February 1999 Launches "i-mode" service March 1999 Discontinues analog cellular phone service April 2000 Changes corporate name to NTT DoCoMo, Inc. October 2001 Launches "FOMA" service on fully commercialized basis March 2002 Listed on the London Stock Exchange and New York Stock Exchange December 2005 Launches "iD" Credit Card Brand
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April 2006 Launches "DCMX" mobile credit-card service April 2008 Changes new corporate logo and new brand statement July 2008 Merges with eight regional subsidiaries
President and CEO: Ryuji Yamada Headquarters: Tokyo, Japan Establishment : August 1991 Capital: 949.68 billion yen Employees: 22,843 (June 30, 2012) Customers: 54 million in December 2012 Market Share: 48.9% (FY2010 Q3) Revenues: 4,284.4 B Yen (FY2010 Q3) Launched world's first 3G mobile service in 2001. Customers NTT Docomo is a subsidiary of Japan's incumbent telephone operator NTT. The majority of NTT Docomo's shares are owned by NTT (which is 33.71% government-owned). While some NTT shares are publicly traded, control of the company by Japanese interests (Government and civilian) is guaranteed by the number of shares available to buyers. It provides wireless voice and data communications to subscribers in Japan. NTT Docomo is the creator of W- CDMA technology as well as mobile i-mode service. NTT Docomo has more than 53 million customers (as of March 2008), which is more than half of Japan's cellular market. The company provides a wide variety of mobile multimedia services. These include i-mode which provides e-mail and
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internet access to over 50 million subscribers, and FOMA, launched in 2001 as the world's first 3G mobile service based on W-CDMA. In addition to wholly owned subsidiaries in Europe and North America, the company is expanding its global reach through strategic alliances with mobile and multimedia service providers in Asia-Pacific and Europe. NTT Docomo is listed on the Tokyo (9437), London (NDCM), and New York (DCM) stock exchanges. On April 19, 2008, it was announced that Ryuji Yamada, the current co-president of NTT Docomo, will be promoted as the president of NTT Docomo in June 2008. Masao Nakamura will stay in NTT Docomo as a director and also the senior adviser. Since October 2006, when the introduction to the service which allows the user to carry their original phone number with a new provider was made, NTT Docomo has lost many users to KDDI andSoftBank. This promotion was made in order to get more users for NTT Docomo. The company is the only major global mobile carrier that currently doesn't offer Apple's iPhone. This has been cited as one of the reasons for the steady stream of its customers switching for competing networks. In June 2011, the company announced that they were teaming up with McAfee to provide McAfee VirusScan Mobile for its Android mobile users. In July 2012, NTT Docomo acquired Italy's Buongiorno in a deal worth 209 million euros. Research and development On October 2007, the prototype Wellness mobile phone of Japan's NTT Docomo Inc. and Mitsubishi Electric Corp. was launched at CEATEC. It checks health with a motion sensor that detects body movement and measures calories, and includes a breathalyzer. On January 24, 2008, NTT Docomo announced that they made connections with Google. enabling all models after the FOMA904i models to view YouTube videos. NTT Docomo is a founding member of the Symbian Foundation.
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Earthquake warning system From 2008, Docomo began offering a service called the "Area Mail Disaster Information Service" which broadcasts Earthquake Early Warning messages produced by the Japan Meteorological Agency to its subscribers with compatible handsets.This service is provided free of charge and messages are limited to those areas affected by each particular alert. These alerts have a unique ring tone so they can be easily distinguished from incoming calls or messages. Mascot The company's mascot is Docomodake, a mushroom, which is quite a celebrity in Japan. He even is the hero of a Nintendo DS puzzle and platforming video game, Boing! Docomodake DS, which was also released in North America and Europe.He also has a wide variety of merchandising such as cell phone straps, keychains, and plush dolls. As one type of advertising method, there are many types of Docomodakes such as mother and father, which symbolizes the plans that NTT Docomo offers. Investments outside Japan
GSMA Mobile World Congress, Barcelona 2008 99. Note the new logo.
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NTT Docomo has a wide range of foreign investments. However, NTT Docomo was not successful in investing in foreign carriers. Docomo had invested very large multi-billion dollar amounts in KPN, KT Freetel, AT&T Wireless, and had to write-off or sell all these investments in foreign carriers. As a result, Docomo booked a total of about US$ 10 billion in losses, while during the same time Docomo's Japan operations were profitable. In December 2007, NTT Docomo and KT Freetel jointly invested 200 million USD for a total of 33% stake in U Mobile Malaysia. In November 2008, NTT Docomo bought a 26% stake in Tata Teleservices for 2.7 billion USD, the number 6 in Indian telecom industry and owned by the Tata group. India is the world's fastest-growing cellular market, adding as many as 9 million new customers a month. Tata Teleservices (which sells under the brand Tata Indicom and Virgin Mobile India) has 80 million subscribers as of October 2010. Though Tata Indicom is a CDMA based operator, they bagged GSM licenses as well, and the NTT Docomo-Tata venture is focused on GSM operation (called Tata DOCOMO). The Tata DOCOMO service was commercially launched in India in June 2009. Tata DOCOMO had about 32.82 million users at the end of June 2010. They have also taken over Guamcell, among others, and so are now the main wireless operator in Guam. Docomo is working on implementing its FeliCa-based payment system, called iD, overseas. It has already launched the system in Guam, as well as Shanghai and Beijing, China (however, as of November 2010, it has withdrawn iD terminals from all merchants in China).
Docomo's new marketing campaign to feature Justin Timberlake, Daft Punk Indiantelevision.com Team (3 July 2013 8:08 pm)
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NEW DELHI: Saavn and Tata Docomo have roped in US artistes Justin Timberlake and Daft Punk to roll out a marketing campaign for Docomo's new mobile data services. The campaign is a joint initiative between Saavn, the leading digital music service for Bollywood and South Asian content and Docomo. The campaign which targets the youth has been rolled out as part of their recent data partnership. Aimed at increasing the level of awareness, the campaign focuses on Docomo's target audience, which comprises 80 per cent youth. The campaign will include TV, in-store, social and a massive SMS marketing program. The marketing campaign is an extension of a deal between Saavn and Docomo that kicked off earlier this month, bringing Indian mobile users a music- integrated data plan for the first time ever. Docomo's subscribers can now have access to Saavn's catalog of 1.1 million songs via a special stream-anywhere data plan - no WiFi necessary. Three monthly plans are available for Docomo's GSP Prepaid customers: 500 minutes, 1000 minutes and 2000 minutes. Both companies believe the campaign and new data service will create more value for Indian consumers to adopt smart phone data services while enjoying free social music services. With 700 million mobile users, India boasts of one of the largest mobile phone user bases in the world. This partnership marks the first-ever streaming music and carrier deal in India following a global trend of similar deals in America, Brazil, Scandinavia and France. Slacker and Muve recently teamed with carriers in the U.S., and Spotify and Deezer have launched similar programmes in Scandinavia and France respectively. "In India, consumers need an emotional reason to purchase data plans - music
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is the answer to that need," says Saavn co-founder and managing director Paramdeep Singh. "The combination of Docomo's stellar reputation as a carrier, our vast Indian music catalog, and the appeal of global pop brands like Justin Timberlake, Daft Punk, Pink, Michael Jackson and Rihanna will only amplify the benefits of a worldwide shift in the way mobile users consume data," he reveals. Content-integrated data plans are emerging as a three-way win: content providers can win millions of users out of the deal, carriers further substantiate data packages and open themselves up to a mobile advertising market worth billions of dollars, while consumers retain the freedom to consume data without being penalised. Saavn is already credited for driving five per cent of data consumed in India, which is 15 times the amount of data driven by other Indian music providers. The marketing campaign is currently live in India. Japanese number-one operator NTT Docomo announced its 2013 summer lineup, which includes nine smartphones, one tablet, and an easy to use smartphone targeting older users. Among the capabilities highlighted by the company was battery life: all devices have batteries rated at 2000mAh or more, delivering more than 45 hours of normal browsing, app use and talk time. Android is the platform of choice across the board, with ten powered by Android 4.2, and one by Android 4.1. All smartphones and the tablet also include quad- core processors, with 4G (LTE) support across-the-board. Smartphones in the update come from Sony Mobile, Samsung (a version of its Galaxy S4), Sharp, Fujitsu, LG, NEC Casio and Panasonic (pictured). Four offer touch-free operation of apps, by hovering a finger over the screen, and all offer compatibility with the NOTTV multimedia broadcast service, including recording.
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The tablet is from Sharp, while the user-friendly device, Raku-Raku Smart Phone2, is a Fujitsu-made successor to the earlier Raku-Raku Smart Phone (and which has subsequently seen an international release).
Japan's DoCoMo holds out to iPhone mania, but at what cost? RELATED QUOTES Symbol Price Change AAPL 417.42 -3.38
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By Sophie Knight and Maki Shiraki TOKYO (Reuters) - NTT DoCoMo Inc, Japan's largest mobile provider and a pioneer of the mobile Internet, is one of just a few holdouts among the world's big mobile carriers not offering Apple Inc's iPhone to its 60 million customers.
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It is paying heavily for that obstinacy - with a net 3.2 million users jumping ship to its two domestic rivals over the last 4-1/2 years - but is determined to protect the walled garden of services it has built around its own smartphones. "We're trying to develop a lifestyle system," NTT DoCoMo CEO Kaoru Kato told Reuters in an interview this week. While customers and even some executives increasingly clamor for it to relent and sign an iPhone deal, DoCoMo is showing no signs of softening towards Apple. "The biggest problem is the impact on the services that we offer," Kato said. DoCoMo's broad offering of exclusive features, however, is no longer attracting what has become the iPhone generation. It is expected eventually to either reach a deal with Apple or risk losing its crown at the top of its industry. "Unit sales are doing quite well this year but they're still losing customers to other networks," said Hiroshi Yamashina, senior telecoms analyst at BNP Paribas. "If that's the case then they really have no choice but to go for the iPhone." Japanese consumers favored DoCoMo's mode of integrated system back when it launched the world's first large-scale mobile web access service and introduced streamed TV to cellphone users. But its wide array of features - while retaining its share of fans - is not considered sufficient to counter the appeal of the iPhone. "Its photo service, for example, is very difficult to use and I'm not sure anyone still bothers in the age of Instagram and Flickr," said Yamashina.
WALLED GARDEN DoCoMo's resistance contrasts with holdouts in other markets that are giving in this year to the demand for iPhones. T-Mobile US Inc's CEO said its April release of the iPhone filled a "huge void" in its line-up.
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China Mobile Ltd, the world's largest mobile carrier by number of subscribers, is moving to upgrade its service with 4G technology to allow the 10 million of its customers who already own the iPhone to connect to its network, rather than being restricted to WiFi. DoCoMo's stubbornness is particularly noteworthy in Japan, where the iPhone not only has established itself as the kingpin in the smartphone market, with a 42 percent share in the last three months of 2012, but is fending off Samsung Electronics Co Ltd's Galaxy series, which has found popularity in other major global markets. Samsung has 46 percent of Western Europe's smartphone market, but has reached only one-fifth of iPhone's sales in Japan. DoCoMo's stance may also reflect strict contractual obligations imposed by Apple. While negotiations between the two have been a strictly guarded secret, Kato's predecessor made comments at a shareholder meeting last year suggesting the U.S. company was demanding iPhones make up half of its handset sales. DoCoMo's requirement that its company logo be imprinted on all its devices also conflicts with style-conscious Apple's insistence that its products be left as manufactured. For now, DoCoMo hopes to retain customers with smartphones running Google Inc's more flexible Android operating system. Its marketing efforts this summer are focused on Sony Corp's Xperia A and Samsung Electronics' Galaxy S4. DoCoMo has moved 830,000 Xperia A handsets since their mid-May launch, already close to its target of 1 million by autumn, but the S4 is lagging with less than half of Xperia's total. But DoCoMo is still hemorrhaging customers to its rivals, with monthly data on Friday showing a net loss of 146,900 existing users to other carriers in June, the 53rd consecutive month of such losses.
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But with DoCoMo's total subscriber numbers up 630,000 in the first six months, as it gets a lift from overall smartphone demand even without the iPhone, and with its profits strong, it may opt for a waiting game with Apple. There are no signs the iPhone's popularity might soon wane in Japan, while the breadth and reliability of DoCoMo's network could be a selling point. "At some point, SoftBank and KDDI will reach a saturation point for iPhone sales," said an executive at a rival mobile carrier. "Apple may have no choice but to look to DoCoMo to sell more iPhones. Perhaps DoCoMo is just waiting."
NTT DoCoMo teams-up with McAfee to offer free malware protection for its Android users MONDAY, JUNE 27TH, 2011 AT 11:47 PM
NTT DoCoMo is teaming-up with McAfee to provide McAfee VirusScan Mobile for its Android smartphone users. The mentioned solution alerts users about viruses and malicious applications by scanning and cleaning files, emails, installer packages, Internet downloads, messages and attachments; while at the same time requiring minimal mobile computing and memory resources. The automatic update feature ensures devices are always protected from the latest threats. Under the terms of the deal, the Japanese leading mobile operator will start offering McAfees software on July 1st under the security service called DOCOMO Anshin Scan powered by McAfee.
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Finally, its worth noting this isnt the first time the two companies are co- operating back in in 2004, McAfee delivered Japans first mobile antivirus software for NTT DOCOMO FOMA devices. Moreover, this isnt the first time DoCoMo is offering an extra piece of software free of charge to its users they also have a deal in place with Evernote to offer the Premium version of the popular note-taking tool for free. DOCOMO Innovations, Inc. is the Silicon Valley-based subsidiary of NTT DOCOMO, Inc. in Japan, a world leader in mobile operations and a growing provider of comprehensive mobile services. On August 1, 2011, DOCOMO Innovations was launched with an expanded mission for Open Innovation as an outgrowth of the last 10 years of cutting-edge technological research conducted at DOCOMO Communications Laboratories USA, Inc. DOCOMO Innovations is structured around 4 key teams, whose initiatives run the gamut from mobile applications all the way down to core networking technologies: 1. The Business Development and Investment Group 2. The Network Services Innovation Group 3. The Android Product Innovation Group 4. The Mobile Network Technology Group DOCOMO Innovations is more than a just an organization for business development and strategic investment. All groups within DOCOMO Innovations work together to realize new applications and services through collaboration with American companies for the next generation of mobile services and beyond. DOCOMO Innovations provides vital innovation to enable the future growth of NTT DOCOMO Inc. in the Japanese and Global Markets.
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RISK FACTORS Last updated : June 29, 2013 The risks described below have been summarized after a comprehensive assessment of the risks related to NTT Group's business environment and its business strategy and operations and risks related to regulations and NTT's relationship with the Government. Additional risks not currently known to NTT or that NTT now deems immaterial may also impair NTT Group's business operations. The risks and uncertainties appearing below were assessed, and are only accurate, as of the "Last updated" date indicated on this page. These risks include, but are not limited to, the following: NTT Group's business may be affected by the economic situation globally and in Japan. NTT Group's market share and revenues may suffer from competition. Growth of new businesses and migration from existing businesses accompanying the expansion of IP, broadband and ubiquitous services and other market developments may not progress as anticipated. NTT Group's international and domestic investments, alliances and collaborations and investments directed at new fields of business may not produce the returns or provide the opportunities NTT Group expects, and may be beyond the control of NTT Group. NTT Group may not achieve anticipated cost savings.
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Other mobile service providers in the world may not adopt or continue to use technologies and frequency bands that are compatible with those used by NTT DOCOMO's mobile communications system, which could affect NTT Group's ability to offer international services. If NTT Group and its business partners are unable to obtain licenses or other rights to use the intellectual properties of third parties that are necessary for NTT Group to conduct its business, NTT Group may not be able to offer certain technologies, products, or services. In addition, NTT Group may be liable for damages due to infringement of the intellectual property rights of other companies. System and network disruptions and issues with system architecture may affect NTT Group's financial condition and operating results. NTT's reputation and credibility may be affected by fraud or misconduct in Japan or abroad, or by an inappropriate use or leak of confidential business information and personal information. Misuse of products and services offered by NTT Group may have an adverse impact on the credibility and corporate image of NTT Group and could expose NTT Group to liabilities. Changes or decisions regarding telecommunications regulations may affect NTT Group's business. The frequencies that NTT DOCOMO can use are limited, and it is possible that it will not be able to secure adequate frequency spectrum for its operations. NTT Group may be impacted by laws, regulations and systems relating to the reduction of greenhouse gas emissions. The Government owns enough NTT Shares to give it considerable influence over whether resolutions at NTT shareholder meetings are adopted, and rules and regulations in Japan provide the Government with regulatory authority over NTT Group companies. The issuance or sale of additional NTT Shares or concerns regarding additional supply of NTT Shares in the stock market may affect the trading price of NTT Shares and ADSs.
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Investors may have difficulty enforcing judgments under the laws of foreign countries, including the U.S. securities laws regarding the civil liabilities of NTT.
RESEARCH METHODOLOGY
PRIMARY DATA
I will collect the primary data from the employees of the company and also include HR people to understand the function.
SECONDARY DATA
A secondary data is that data that is required to conduct the study and can be obtained from books, journals, magazines, records etc. Secondary data is data taken by the researcher from secondary sources, internal or external. Secondary data is collected from following sources: - 1) Magazines and journals 2) Company websites. 3) Internet 4) Books LIMITATION Many constraints were involved in doing this study. Some of them are as follows. The most significant limitation has been the individuals involved in this study were very busy and did not spare much time in discussion.
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The sample size selected for the survey was too small as compared to large population. The project was carried out only in the Delhi, so findings on data gathered can be best true for Delhi only and not applicable to other parts of state and country. Indian stock market is a market where sentiments play a major role in price; hence 100% accurate predictions cannot be made about its future path
STAKEHOLDERS
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Customers: DOCOMO mobile phones are used by about 57 million customers with increasingly diverse needs. Customers include all age groups and people with disabilities.
Sales Agents (DoCoMo Shops): DOCOMO provides its products and services at docomo Shops (2,363 throughout Japan as of March 31, 2009) and other sales agents. docomo Shops serve as places to meet people of the local community. Shareholders/Investors: It is the policy of DoCoMo to continually provide a stable dividend as we recognize the importance of returning profits to shareholders. It has 320,511 shareholders as of March 31,2009.
Business Partners: NTT DoCoMo do business with a wide range of business partners, including handset manufacturers, contents providers, and telecommunications equipment manufacturers.They work to build strong relationships based on trust and mutual understanding with business partners in order to develop and provide quality products and services.
Employees: As of March 31, 2009, there were 21,831 DOCOMO employees. Our workforce has diversity of gender, nationality and age, and we work to create workplace environments that instill pride and motivation in all employees and that facilitate open, dynamic communication.
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Local Communities: In order to further expand the FOMA service area, DOCOMO is adding base stations around the country while obtaining the understanding and cooperation of local residents. As of March 31, 2009, there were 48,500 outdoor base stations and 19,900 indoor systems across the country. In addition, they hold Mobile Phone Safety Classes at elementary schools, middle schools, high schools and local community centers. Instructors sent from DOCOMO raise awareness of mobile phone etiquette and means of avoiding problems.
Government/Public Institutions: DOCOMO participates in roundtable discussions, research seminars and other events put on by the government in connection with telecommunications. They also actively engage in initiatives with a strong public component. For example, they have concluded an agreement with the Ground Self-Defense Forces on providing cooperation during disasters.
Financials of NTT DOCOMO Subscriber market share: 48.90 % Churn Rate : 0.46 % DOCOMO had net income of JPY 494.8billion (USD 5,318 million) on operating revenue of JPY 4,284.4 billion (USD 46,049 million) in fiscal 2009 (ended March 2010). (JPY93.04 = USD1.00; Mar. 31, 10 ) 57 millions customers in January 2011 55 million customers are subscribe to FOMA, the 3G mobile service
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Source: Telecommunications Carriers Association (TCA)
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Aggregate ARPU= (VOICE ARPU + PACKET ARPU) = 5350 Yen (in 2012)
MERGER AND ACQUISITION
DOCOMO and PacketVideo Form Strategic Alliance to Accelerate Innovation and Growth in Mobile Multimedia Software and Services NTT DOCOMO and San Diego, California-based PacketVideo Corporation, a subsidiary of NextWave Wireless , a pioneer in wireless and digital home multimedia software and service applications, forms strategic alliance . DOCOMO has acquired a 35 % stake in PacketVideo for $45.5 million. NTT DOCOMO to Sell Stake in U Mobile September 15, 2009 --- NTT DOCOMO sell its shareholding in U Mobile (a Malaysian 3G mobile operator) for USD 100 million - the same amount DOCOMO originally invested for the shares. Under this agreement with major
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stakeholders, DOCOMO will sell its entire stake - amounting to 16.5% of U Mobile's outstanding shares - to the majority shareholder, U Television Sdn. Bhd. (UTV). NTT DOCOMO and Tata Agree on Strategic Alliance in India November 12, 2008 --- NTT DOCOMO, Tata Teleservices Limited (TTSL) and Tata Sons Limited, the prime promoter for Tata companies including TTSL, form agreement on a strategic alliance in India, under which DOCOMO will acquire 26 percent of TTSL's common shares for approximately 130.7 billion Indian rupees (US$2.7 billion). In addition, DOCOMO, in accordance with regulations of the Securities and Exchange Board of India*, expects to make an open offer to acquire up to 20 percent of the outstanding common shares of Tata Teleservices (Maharashtra) Limited (TTML), a Tata telecommunications company, through a joint tender offer with Tata Sons.
NTT DOCOMO Buys Stake in Bangladeshi Mobile Operator June 16, 2008 --- NTT DOCOMO, announced today that it will acquire a 30 percent stake in TM International (Bangladesh) Limited (TMIB), a mobile phone operator based in Dhaka, Bangladesh, by directly acquiring all stock in TMIB held by A.K. Khan Co. Ltd. and its four group companies. The deal, worth US$350 million, is expected to be completed by the end of 2008. DOCOMO will participate in TMIB's management and actively draw on its expertise to enhance the company's business in the fast-growing Bangladeshi mobile telecommunications market. DOCOMO Agrees with KT Corp. to Share Exchange and Exchangeable Bonds Acquisition
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January , 2009 --- NTT DOCOMO agreed with KT Corporation (KT) that DOCOMO will exchange its 10.72% stake in KT Freetel Co., Ltd. (KTF) for KT securities in relation to the merger between KT and KTF. DOCOMO will exchange 40% of its KTF shareholding for KT common stock and the remaining 60% for KT exchangeable bonds. NTT DoCoMo Sells Stake in Telargo February , 2008 --- NTT DoCoMo, announced that it has agreed to sell its entire interest in Telargo (a U.S.-based provider of location services) to ULTRA .Under this agreement, ULTRA will purchase DoCoMo's 49% share of Telargo's outstanding stock.Telargo will then become a wholly owned subsidiary of ULTRA. Strategic Overview (Resources) Core Competencies Strong management team Marketing skills Investments in R&D and Technology Relationships with manufacturers Relationships with content and service providers Resources Economies of scale Financial resources Brand recognition Strategic Overview (Execution) Internationalization "Friendly" alliances to enter new markets Partnerships & Joint Ventures Global Strategy Expansion of technology (set W-CDMA technology standard) "Friendly" alliances and acquisitions 42.3% AOL Japan (40.3% owned by AOL) 20% KG Telecom (Taiwan) 20% Hutchinson 3G (U.K.)
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19% Hutchinson Telecom (Hong Kong) 26% in Tata Teleservices (India)
Super 3G plays a strategic role for DoCoMo: Its current strategy is to upgrade HSDPA data rates to a maximum 14Mbps and proceed with development of Super 3G, paving the way for a smooth introduction of 4G. Investment in mobile operator overseas DOCOMO has been expanding its influence in Asia Pacific by establishing equity positions in companies that operate in important market within region. These investments enable DOCOMO to use its technical expertise and business know- how to help partners increase their corporate value. Reduce cost and expense to solidify the companys financial standing for sustained growth by nationwide optimization of operations and reduction of cost related to network & sales. Change & challenge through latest technologies & meet precise customer needs interms of design, network quality, rates & customer service Emphasize & Strengthen core business of Voice Communications Promote Mobile Multimedia Services
Business Model of NTT DOCOMO NTT DoCoMo's i-mode is a mobile internet (as opposed to wireless internet) service popular in Japan. Unlike Wireless Application Protocol or WAP, i-mode encompasses awider variety of internet standards, including web access, e-mail and the packetswitched network that delivers the data. I-mode users have access to various services such as e-mail, sports results, weather forecast, games, financial services and ticket booking. Content is provided by specialized services, typically from the mobile carrier,which allows them to have tighter control over billing. Like WAP, i-mode delivers only those services that are specifically converted for the service, or are converted through gateways. This has placed both systems at a disadvantage against handsets that use "real"
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browser software, and generally use a flat pricing structure for data.i-mode has grown into one of the world's fastest mobile Internet services.
DOCOMO is currently implementing a number of measures to ensure operational stability at i-mode Center, the heart of i-mode. In the area of system operations, we are introducing technologies for self-monitoring communications, dispersing system processes to multiple devices and switching to backup devices when problems occur. A manned operations center also monitors i-mode Center 24 hours a day, 365 days a year. Resident maintenance staff are on hand to quickly respond when abnormalities arise. In the area of facilities operations, we are taking steps to improve the seismic performance of i-mode Center facilities and decentralize the device layout. i-mode traffic is only expected to increase going forward, so we plan to continue in these efforts to update systems, strengthen facilities and augment devices.Ingenuity is exemplified in the i-mode business model with an outstanding example of the NTT DOCOMO platform. It synchronizes all value chain aspects, ensuring that,content, quality, wireless technologies and user experience all evolve at an optimal pace. The billing system is streamlined by bill consolidation, with DOCOMO now collecting information access fees on behalf of i-Menu-listed content providers.
Business Strategy I-mode has been extraordinarily successful in Japan. This is because of its outstanding convenience and it's unique business model. Its reliance on this system offers an innovative approach to the mobile service value chain and to wireless service / Internet relationships. We collaborate closely with equipment manufacturers, content providers, and other platforms to ensure that wireless technology, content quality, and user experience evolve jointly. This synchronization guarantees that customers, partners and shareholders share interests with end-user's, thus enabling all
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parties to maximize value and to continue to improve the quality of products and services connected with i-mode.Moreover, it has been our mission to make i- mode operationally as simple as possible.By adopting an HTML subset we have made the creation of sites exceptionally simple.We have also enabled the compatibility of many other standards including: GIF, Java, MIDI, Macromedia Flash, and HTTP. We have also been promoting beneficial alliances with a variety of international partners, including content providers, overseas operators, ISPs, software developers and manufacturers. These alliances endorse our international coverage; encourage the development of new collaborative products, and offer i- mode users the most costeffective,high-quality products and services available globally. As mobile services evolve and data traffic increases, our unique joint business approach enables major competitive advantages in the global communications markets. Our success stems from our ability to create "win-win" situations for all of our partners and shareholders.
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BUSINESS I-MODAL
Simple Pricing System We collect monthly information charges for the i-Menu listed content providers via a consolidated bill for all mobile phone activities, thus eliminating the need for provider billing. This arrangement reduces expenses for the content partners and encourages
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them to generate high-quality offerings to attract new subscribers, thereby boosting their profits. Additionally, we are able to generate incremental revenue by charging a small commission for the clearinghouse billing system service.
Win-Win Collaboration NTT DoCoMo based their development efforts on a unified vision of mobile and Internet technology. In particular, NTT DoCoMo has adopted a mobile communications model utilizing variations of de facto Internet standards such as HTML. By basing their content on iHTML, a subset of HTML, they are able to give their customers mobile access to the existing network of conventional Web servers, and therefore, provide them with seamless Web service. At the same time, their use of iHTML has greatly simplified the creation of i-mode sites for their content providers. Other key standards they have adopted include GIF, Java, MIDI, and HTTP, to name a few.NTT DoCoMo synchronizes the entire i- mode value chain, in order to develop a complete mobile service for their subscribers. Their close business collaboration with mobile manufacturers, content providers, and other service platforms ensures that mobile technology, content quality, and mobile users' experience evolve at the same optimal pace.
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IPhone and NTT DOCOMO NTT DoCoMo has been mostly frustrated in the past two years by the iPhone's success. Although it remains the largest carrier in Japan, helped by a country that often leans to non-smartphones with many heavily localized features, it has lost influence compared to SoftBank, whose iPhone exclusive has helped it grow. DoCoMo has turned to Darth Vader-themed ads and a rare reliance on foreign companies to try and lure customers over in the absence of its own iPhone deal. Apple may just see a considerable hike in sales of the iPhone 4 in Japan as up until now the iconic iPhone and iPad which were only supplied by Japans much smaller wireless provider Softbank, but that is soon to change. Japans NTT DoCoMo, plans to launch a service whereby iPhone 4 users will be able to use their iPhone 4 on NTTDoCoMos wireless network. The DoCoMo network is believed to be stronger than that of Softbank and Japan Communications move to offer SIM cards which have DoCoMo network info can be used in unlocked iPhone 4 units from abroad or sold online and could attract people who would rather be with NTT DoCoMo.
CONCLUSIONS AND RECOMMENDATIONS Revamping of brands Innovation and explore new Markets Meet & Exceed expectations Consistently earning trust & loyalty of customers
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BIBLIOGRAPHY REFERENCES Telecom Regulatory Authority of India (TRAI) Database and Reports Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha. International Telecommunication Union Database BSE India website (http://www.bseindia.com) Telecommunication Services, Indian Industry: A Monthly Review, CMIE November 2008 Telecommunication Sector Report March 2008, CRISIL Indian Telecommunication Sector - August 2007, IBEF Report Census 2001 TATA DOCOMO and Competitors websites: http://en.wikipedia.org/wiki/NTT_DoCoMo http://www.nttdocomo.com/about/company/index.html http://www.nttdocomo.com/about/organizational/index.html www.nttdocomo.com/binary/about/facts_factbook.pdf http://www.nttdocomo.com/pr/2009/001446.html http://www.nttdocomo.com/pr/2009/001453.html http://www.nttdocomo.com/pr/2008/001421.html http://www.nttdocomo.com/pr/2008/001405.html
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Abbreviations
CDMA Code Division Multiple Access GSM Global System for Mobile Communication CAGR Compounded Annual Growth Rate Mn Million VAS Value Added Services USO Universal Service Obligation ARPU Average Revenue Per User Cr Crore IVR Interactive Voice Response