Indianomics
A blog on Indian Economics and personal interests of its authors

The Seconds Effect! Will Tata DoCoMo change market Dynamics

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If you are a Mumbaikar, you will remember this. BPL (now Loop) Mumbai had launched an aggressive campaign which reduced customers bill by almost 30%. That was called One Second Billing.

Tata DoCoMo is the GSM based telecommunications service of Tata Indicom in partnership with Japan’s leading mobile operator, NTT DoCoMo. They have a Pan – India licence and are already live with 5 circles, covering Kerala, Karnataka, Tamil Nadu, Andhra Pradesh and Orissa. With interesting banners shouting “Why pay for unused?” and “One paisa across India”, you would be keen to know what are the charges and how do you save huge cost in your monthly bill.

Well, check this link out < Tata DoCoMo Savings Checker > This link will tell you how much would you save on your calls in different scenarios. Isn’t interesting. So, if Tata DoCoMo is in your town, go for it.

All cards are Lifetime, Local Calls to any mobile and Landline are set at 1 Paise for 1 Second. For example, if you make 10 calls for 30 seconds each and your call rate is Re. 1 per minute, then you are charged by Rs. 10. However, if the same amount of calls for 30 seconds are billed by seconds and each second costs 1 paise, then you are charged only Rs. 3 instead of Rs. 10.

Thats 70% savings right on. This is incredibily helpful when you are facing call drops in an area where network is not so strong. And also when you are giving miss call and it gets picked, you are only charged for one second rather than the whole minute. Company says that Seconds based Billing saves a minimum of 20% to 30% vis-a-vis your regular bill under different scenarios. Not all your call will end exactly minute to minute and hence this savings is clearly viable.

STD too saves you cost on a similar line. STD calls are 2 Paise/second and are sensible given that you get savings on cost anyways because of the seconds.

Even ISD Calls have One second pulse. Calls to US are charged at 11 Paise per second, totaling it to Rs. 6.60 for 60 seconds.

GPRS

This is my favorite category I am always keen on with every other service provider. Tata Docomo has an account based portal which is accessible Freely on Home network. And WAP access is charged at 1 Paise per KB. Which is again good because every other service provider charges a fixed rate, for example 10 Paise / 10 KB or 30 Paise / 30 KB.

On the GPRS (non WAP) front, it is again 1 Paise / 1 KB. While on roaming Tata or other networks, these rates change to the fixed rates as mentioned above.

Postpaid

The first thing I want to write about an India’s First Make my Own Plan. You might have heard of Make my Own dish in a lot of Restaurents, but this is for the first time a Telephone company offers this facility.

An Extract from the Postpaid Plan page > Your ingredients are 150 mins of local talktime, 50 mins of STD talktime, and 500 local person to person sms. With Start 299, you can take any three (3) free topping combinations Under Premium 499, customer can take any six (6) free topping combinations Under Platinum 799, you can take any ten (10) free topping combinations For Example: For Start 299 plan, you can have one combination of the three toppings as 150 Local Free Minutes, 50 STD Minutes & 500 Local SMSs. Or the combination can be two toppings of the 150 Local Free Minutes i.e. 300 local minutes and one topping of 50 STD Minutes (because the total number of combinations is three)

Another example can be as 1 topping of local 150 minutes and 2 toppings of 50 STD minutes Or the communication can be all 3 toppings of 150 minutes, totaling to 450 local minutes

All the plans are based on Seconds and are divided into Four. That again is as interesting. Most of the mobile service providers offer more than 10 plans and often confuse consumers on which one should they go with, not to mention the different and customized corporate plans. Keeping only Four plans makes things pretty easier.

Start, Pemium, Platinum and Elite. Interesting names for plans, is’nt it?  Check all the plans here

At the moment, I don’t have exact details of the network and how pleasing the customer care is, but once I get my hands on it I will put that in working! Tata Docomo does have the capability to change the market and once it gets aross India, surely we will see more action in the market.

Now after getting youthful with Virgin and One Second billing in Tata Docomo, what’s next Tata?

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