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Tata Teleservices Limited (TTL) has adopted a future-facing strategic approach to ring in the next growth wave in the Company, unveiling an integrated technology-agnostic structure to leverage emerging market opportunities. The Company will leverage its wide range of products and services and reach out to customers with one common brand - Tata DOCOMO - cutting across the CDMA and GSM platforms. With this move, brand Tata DOCOMO now moves into the CDMA space, and all Tata Indicom customers shall be migrated to Tata DOCOMO.

Tata DOCOMO believes that the new strategic approach will bring in the full might of TTL's telecom experience to customers through an elevation in the promise from 'only telecom' to seamless Access, relevant Content and differentiated Solutions. The Company's new portfolio of products, applications and solutions will allow consumers to access cutting-edge voice and data services, enjoy content of their choice, and avail of a host of solutions, ranging from mere conveniences to life-and lifestyle-assistance services.

"These are exciting times at TTL and mark the Company's evolution from being just an access provider to a multi-platform telecom applications and solutions organization, with one single brand-Tata DOCOMO-for customer connect, ease and delight. This is the birth of Telecom 2.0." said Mr Deepak Gulati, Executive President, Mobility Business, Tata Teleservices Limited. "Our new strategy will unify our brands and unlock the synergies across the CDMA, GSM & 3G platforms." he added.

The Company is planning significant investments to upgrade its CDMA network to deepen and widen the existing footprint.

TTL has also put in place a new integrated go-to-market approach-across the sales, marketing and customer service domains. For instance, the Company's 3,000-plus-strong CDMA retail footprint will now become accessible for GSM as well, and vice versa.

TTL also unveiled Photon Max on Tata DOCOMO, the latest addition to its best-selling Photon family of high-speed mobile broadband access products on the CDMA platform, which works on the REV.B platform and offers extremely fast surfing speeds. Tata Photon Max is available in five metropolitan cites-Mumbai, Kolkata, Delhi, Hyderabad and Chennai, with another 22 key cities across the country set to be mapped by the end of the year.

Photon Max is available to consumers under two schemes. In one, the product is being launched at an introductory price of Rs 1,999, with Rs 750 to be paid as monthly rentals, with 1.5 GB of data usage coming free. Additional data usage will be billed at Re 0.50 per MB. In a second bundled offer, the customer will pay Rs 3,999 upfront and get the device and 1 GB of data usage per month free for five months. Any usage beyond 1 GB per month will be billed at Re 0.50 per MB.

The migration of services to the unified Tata Docomo brand will happen in Delhi-NCR at a later date. This will not impact TTL’s Indicom, Photon and Walky consumers in Delhi as they will continue to get the same quality of service as in the past.