Tata DOCOMO to roll out 100 Dive In stores in India

Tata DOCOMO, the GSM Brand of Tata Teleservies, today announced it planned to roll out 100 'Dive In' stores in the next three to six months.   

The stores would be launched in all the big cities and was part of the earlier $2 billion committed to GSM, Deepak Gulati, president, Tata DOCOMO, said after the launch of Dive In store here, the second Dive In store in the country.   

The store aims at creating a user experience showcasing the mobility of the future, Anil Sardana, managing director, Tata Teleservices said here today.   

"The store is a unique and revolutionary concept that offers a relaxing and interactive environment for consumers aimed at inspiring and educating them on the benefits of mobility. Customers who visit these centres will be able to experience new user interfaces, richer browsing and cutting edge devices as also customised Tata DOCOMO applications and services," he said.  
 
Visitors can touch, feel and experience the latest in telecom technology and gadgets through these stores. It was aimed at enhancing awareness of devices, technology and platforms, he said.   

"The centre is not about just selling devices, but keeping customers abreast of technology, world of devices, platforms and value added services and convergence," he said.   

The centre could later expand to include entertainment and there could be tie ups on this front.

On its concept of pay-for-use, Anil said that "it has been well received" and viewed the move by other players to adopt to the concept as a form of "homage" to them.    

He, however, clarified that as a player it did not restrict its pay-for-use concept to just calls, but to all components and did not charge rentals for missed calls or alerts as some of the other players.    

Replying to the concept of the sustainability of the business model, he said that it was simply asking customers not to pay for unfinished calls. Though he said this might have ruffled some feathers as 18-20 per cent of their earnings came from such unfinished calls.   

"We will continue innovating," he said adding that there has been a tremendous offtake in using data service and non data service.