More than 80,000 vehicles passing through the Noida Toll Bridge — that links New Delhi to Noida —during peak hours (8-11 am and 5-8 pm) today did not pay any charges on Friday. Instead, a person sitting at the cash counter gave a pamphlet saying that this was courtesy MTS, as it launched its services in Delhi. MTS brand is owned by Shyam Sistema Tele Services Ltd. (SSTL).
“We want to convey a message that Internet surfing through MTS would provide a different experience,” said SSTL CEO Vsevolod Rozanov. “There would not be any traffic jam in our network and customers would get high speed experience.”
With anywhere between eight to 10 players in the field, the telecom market is already overcrowded. New operators, therefore, are seeking innovative ways to establish their brand.
On July 10, Tata DoCoMo launched its GSM services in Bangalore. It got all the radio jockeys of the city’s three FM channels and made a 4-hour program. “It was simultaneously broadcast in all the FM radio channels,” said Gurinder Singh Sandhu, head of marketing, Tata DoCoMo.
“The market is cluttered with a large number of players in the field. The only way is to go in is to have a very differentiating brand promotion,” said Sandhu.
Apart from media, Tata DoCoMo expanded the attention-grabbing strategy to its logo — it can be read both in horizontal direction and in vertical direction. “We got our logo designed from Wolffolins, one of the best designers in the world. It has a different look. It is liberating,” said Sandhu.
The company’s third innovation was the introduction of new tariff scheme, with a per second pulse. “A subscriber can call anywhere in the country to a subscriber of any telecom service provider at one paise per second. We have got a huge response for this scheme,” said Sandhu. Even ISD calls are charged on per second basis.
MTS is also offering tariff on per second pulse basis. “New operators have to offer tariff lower then their competitors,” Rozanov said. “Our tariff are lower than those of our competitors.”
Reliance Communications (RCOM), which launched its services throughout the country in February under its existing RCOM brand, promoted its services only by offering innovative tariff schemes — and a zero-advertising strategy.
“In the initial phase, instead of spending on an advertising campaign, we preferred to offer more value to our customers with an opportunity to experience the world-class, congestion-free and Zero-Call drop GSM Network and spread the message with the word of mouth,” said an RCOM official.