Tata Docomo – second pulse rate and no signal

Docomo, the Japanese telecom major, has entered the Indian market in partnership with Tata and a revolutionary pricing – the second pulse rate. That is not the only revolutionary thing they are doing in marketing – their promotion strategy ranges from traditional to new media with the ads tweaked accordingly, but keeping the theme uniform – catchy music, docomo word formation and conveying the brand as well as the 1sec pulse rate message clearly.

The TV and the Radio ads are designed slightly differently. The TV ads are visual treat with the “do”, “co”, “mo” forming and arranging itself to form “docomo”, the music stays in the background. In the radio ads, they have used music to create the same effect of using the blocks of ‘do”, “co”, “mo” to arrange itself into “docomo”. The creativity in the ad is subtle and enjoyable. They have used concepts like seesaw, over water, cat and balancing act etc. for the “docomo” formations. You can enjoy the videos here.

They also have out of home advertisements as teasers – see below and their website provides the necessary social media integration. However, the branch office numbers stated on the website are either not reachable or not picked up when it rings. No amount of advertisements, reaching out, social networking or teasers can compensate for lack of good network coverage and service, though!

However, given the increasing number of players in the mobile services market, the winning bet might be the service and value added offerings in the future. NTT Docomo is the leader in Japanese market in value added services, 3G services and beyond- so I have no doubt on that end for the success of the partnership. However, Tata teleservices doesn’t have a good reputation with service and signal availability/range.  So, it is like driving a fancy car down a dug up road – all the best to Docomo!

Note: However, ever since I wrote about Airtel’s good network strength and signal reach (here) – I have been facing so many issues that I think I would rather adopt a wait-and-see to the unfolding drama in the telecom scene. What do you think?

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12 Responses to “Tata Docomo – second pulse rate and no signal”


  1. 1 rajesh. September 11, 2009 at 6:56 am

    is thr any new unlimited gprs plans of tata docomo??

    • 2 Sreeja Iyer September 11, 2009 at 7:00 am

      Thanks for your question Rajesh. I haven’t heard anything yet, but I’m sure that is where they are going. I guess, they are waiting for the 3G auctions, makes more sense then. In the meanwhile, here is another piece of interesting news I read – they are going to make SMS payment by character – that is you pay only for the number of characters you type @ 1p/character.

  2. 3 TATA DOCOMO September 21, 2009 at 7:34 am

    We have finally launched our unlimited GPRS plan and we will be introducing it in 2 packages. The first package will be the ‘Rs. 15 GPRS Pack’. This is a pre paid pack wherein a customer can recharge with Rs.15, and thereafter the customer will be allowed to access unlimited data for next 3 days by selecting Docomo internet APN on their handsets. The second package will be the ‘Rs. 95 GPRS Pack’. In this pack, the customer can recharge with Rs. 95, and thereafter the customer will be allowed to access unlimited data for the next 30 days. These packages will be applicable to TATADOCOMO home and roaming network only.

    For further information please visit the Unlimited GPRS URL: http://www.tatadocomo.com/gprs-edge-faqs.aspx

    • 4 Sreeja Iyer September 24, 2009 at 2:20 pm

      Thanks for your post and I really appreciate your follow up on social media like blogs. However, I would really like to know how you will solve the network reach and signal availability problem (which is more basic need before one can begin to access GPRS plans)? A lot of my blog hits around this post are related to people searching for either Tata Docomo’s promotion strategy or to do with signal availability/issues, so you need to understand that it is a very important thing for a majority of people. Also, do you think the kind of audience you are bringing on board by your second pulse rate really is interested in paying for GPRS plans – somehow does not gel well, I would really appreciate if you can explan the discrepancy here.

      Sreeja

  3. 5 anshul September 26, 2009 at 9:51 am

    tata has a way of its own n so do thr plans..bt its sad to see that the unlimited gprs is nt unlimited nw..ofcrse comin up wit the sumsung android for the 1st time in India will interset the crowd bt shld do sumthing abt the gprs..

    • 6 Sreeja Iyer September 26, 2009 at 10:10 am

      Thanks for the info Anshu. Samsung android does sound interesting. the gprs is still a small minority of customers, I believe (though with attractive plans it can grow, I’m sure)…but did not understand your comment about unlimited gprs is not unlimited now, can you please explain?

      • 7 anshul October 1, 2009 at 8:46 am

        docomo has taken back the unlimited gprs plan..thats the darkest part of docomo..lets hope they will get sumthin for the gprs immediately..

  4. 8 Ahmad March 13, 2011 at 3:56 pm

    Yur network s very poor in mumbai lik wadala and pargaon-khandala in satara dis
    Do somting for
    NEtwork

  5. 9 http://www.weeklyvolcano.com/community/people/GildaFann March 28, 2013 at 11:15 pm

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    The well illustrated presentation brings to the fore the popularity and acceptance of English as the working language in India.
    According to time you will observe, after doing exercises from various websites you grammatical skill has developed a lot.

  6. 11 free internet September 3, 2013 at 11:40 am

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  7. 12 BE READY FOR NEW ADDRESSES July 31, 2014 at 7:53 am

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