Tata DOCOMO Prizes Its Partners

Dedicated across the country are what drives the marketing strategy for Tata Docomo, says Elango Thambiah, President-Mobility, TataTeleservices Limited. There are a number of interesting programs available that support channel partners, thus helping the brand get a better base as well. Channel Partners and Sellers are the face to the company for users and ensuring their profitability will help ensure the brand’s   prosperity.

Tata Docomo has some interesting channels initiatives. Can you describe the strategy behind them?

The strategy is quite simple- to expand the network as much as possible with dedicated partners across the country. Through programs like Bonus Plan, we also try to incentivise more and more channel partners and sellers for sustaining a long lasting relationship. We insist on showing our gratitude to the sellers or partners for their efforts and dedication. Club Premier Partners are the top sellers who are associated with the brand. Partners will be part of this initiative basis three key categories- Silver, Gold and Platinum availing distinctive advantages under each club category. We work on various plans for the channel partners and Bonus Plan is the new offering which is definitely unique in its proposition and objective.

We are looking at expanding and retaining large partner base and high productivity sellers. We want a help high performers to achieve their aspirations in terms of rewards and recognition. There is a mutually beneficial relationship that we want to propagate and these plans take us further in that direction.

The company already is an established market player, so what benefits are you looking at by these strategies? Any statistics on projected revenues?

Along with retention and loyalty programs such as Bonus Plus for our channel partners and sellers, we enable partners to further enjoy a distinct and differentiated brand identity with their entire customer facing BTL and other paraphernalia getting specially branded by Tata Docomo. With significant benefits and remunerations associated with the ‘Club Premier’ and Bonus Plus programs, we aim at promoting healthy competition amongst channel partners encouraging them to retain their club memberships and make attempts to graduate to higher levels. Bonus Plus would also address seller attrition and improve productivity. Channel Partners and Sellers are the face to the company for users and we believe that these propositions like Bonus Plan motivate them to continue doing the amazing work they are doing and therefore help the company to strongly stress on developing products and services that suit a wider set of consumer base.

We partake in a 360 degree approach where we engage with customers, partners, sellers with segmented consumer offers, trade schemes and Seller incentives respectively through these initiatives. Innovation for us is an important aspect of any offering from our end. Engagement with every stakeholder is very important for us and we pay keen interest in developing programs to understand the needs and aspirations of the different groups and then aim at serving them better.

As of now, what kind of percentage does channels business bring in, in terms of sales?

As a company policy on confidentiality we don’t disclose the percentage that channel business brings in. However, we can only say that we are the market leaders in many markets/circles.

Do you also have a region differentiated strategy for channels? If so, please share?

We certainly align our initiatives with the demands of a specific market/circle; however, that syncs in with our overall objective and ideology quite seamlessly. Although we decide the broader goals for the channel strategy, there are specialised attention given for every different market as there are different sets of sensibilities and targets involved.

Does this new strategy affect the direct sales strategy in any way?

Response- We believe that a strong association with the channel partners directly impacts the subscriber base, be it enterprises or HNI (high net worth individuals). We believe that a strong brand association will not only motivate the partners and sellers but also will result in a better brand recall with our end users. This long lasting impression will lead to better results, sense of loyalty and a healthy competition. Direct Sales also coexists healthily in our sales eco system.

What is the expansion plan for Tata Docomo over the next 2 years?

We are cognizant of emerging trends in the market and we, through our robust network and varied portfolio of products and services are constantly syncing with them. Our expansion plans keep customer centricity and innovation in perspective and through that we aim to strengthen our voice and data services. With our offerings such as eshop, photon devices, tariff plans, Wi-Fi services, etc. it is evident that we take every vertical into consideration while planning for expansion for the company. Tracking the needs of the users and then innovating accordingly lie at the core of our strategy. From homes to enterprises, we are serving a wider range of customers with our robust network and service capabilities. We target to strengthen our portfolio holistically.

We also aim at specialising our services for the respective circles in the country. Our channel partners are one of the most significant stakeholders for the company. They are in many cases a direct connect between the users and the company. Not only do they help us sustain our business model but also become a source of insights from the end users about our products and services. Through that, we are able to pivot our course of action and innovate to bring refreshing and utility-driven offerings.

What are your channel expansion programs for 2015?

We are looking at expanding and retaining a large partner base and high productivity sellers. We want a win-win situation for high performers and help them achieve their aspirations in terms of rewards & recognition.

What all products and services do you have for your partners?

We have a number of support programs for our partners. I can discuss a few here. Under the Bonus Plus program, every activation is awarded 100 points where each point is equal to Re 1. Accrued points can be used for redemption. A partner/seller will get a joining bonus of 3000 points and will also enjoy a loyalty bonus on completion of 3 (1000 points), 6 (2000 points), 9 (3500 points) and 12 months (5000 points) among other benefits.

The Bonus Plus lets the Top rung Channel Partners and Sellers earn points basis activations done month on month which can be redeemed after a lock-in period of 3 months. The accrued points can be redeemed against a plethora of items from the Bonus Plus website like Mobiles, Consumer durables, Vouchers, etc. With added functionalities to the loyalty program, the objective is to generate long term relationship with sellers in the TTL postpay ecosystem.