Tata DOCOMO to launch through dedicated stores

Tata DOCOMO, the GSM arm of Tata Teleservices, will set up 4,000 exclusive stores for distribution and marketing of third-generation (3G) products and services, to be launched this Diwali.

“There will be a sound distribution network. We will set up 4,000 exclusive stores for 3G in the next three-six months. The company will foray fully in the 3G space, with dongles, mobile internet devices, routers and mobile devices, as only this will make the 3G experience complete for consumers,” Tata Teleservices Executive Vice-president, mobility, Deepak Gulati, told Business Standard.

“We have already trained about 10,000 people for this, apart from training our employees,” he said.

Tata Tele will be the first private operator to launch 3G services. State-run BSNL and MTNL already offer this service.

The 3G network will be rolled out across nine telecom circles where Tata DOCOMO has won 3G spectrum and offers service in partnership with Japan’s NTT DOCOMO.

On rates for 3G services, Gulati said the company would keep the prices structure simple for consumers to understand and operate.

Said NTT DOCOMO’s Executive Director (strategic investment & alliance), global business, Mutsuo Yamamoto, “We will quickly launch our 3G services in India, with our experience from Japan. India is a low ARPU (average revenue per user) market, but the situation may change with the launch of 3G.”

In India, about 10 per cent mobile subscribers have 3G-enabled handsets. It is expected that half will adopt 3G technology immediately and 70-80 per cent the next year. The prices of mobile handsets will also fall as the service picks up.

The company plans to come up with 3G products such as e-wallets and offer various channels for information on sports, Bollywood, comics, news, and so forth.