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Tata Docomo is here: what can we expect?

Saw a set of teaser hoardings in Bangalore. They ask: ‘Why follow the herd?’, ‘Why live in the past?” and ‘Why repeat yourself?’. I figured that they were for Tata Docomo going by the visual style and the graphics used.

Tata Docomo Hoarding The brand’s website is up and what is heartening to see is the scope for conversations with consumers. There are links to several social networking pages of the brand, including Facebook and Twitter. While that and the scope to bookmark through Delicious or Technorati is common on many news sites, it is encouraging to see comments from consumers even on the About Tata Docomo page.  Judging by the comments, people are looking forward to another mobile service provider, despite the high level of competition that already exists. I guess it’s the power of the Tata brand and the inherent displeasure with existing services.

As an Airtel user, I am at times frustrated with the poor connectivity of the brand at my place of work. And then I go home and enjoy watching the category ads about network quality and following you everywhere or some such. The lack of choice in switching brands for fear of changing the number and the related irritants of informing friends & colleagues is a huge deterrent. And a huge insurance for existing players. Will the number portability, when it happens, encourage users to experiment with other brands? I hope so. What are your expectations from Tata Docomo and thoughts on the current service providers?


Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.