Abstract

This case is about the launch of the T24 Mobile in June 2010 as India’s first unpaid mobile. The result of a partnership between Tata Tele Services Limited and Future Group, T24 created a unique position in the Indian mobile industry. The case discusses the launch of T24, the unique marketing strategy to woo customers — the first such loyalty program in India. The case further discusses the bottlenecks that such a partnership could face along with throwing light on the hurdles T24 will have to face as a mobile operator.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Customer loyalty
• Loyalty program
• Customer value proposition

Keywords

Customer loyalty, Loyalty program, sales promotion, customer value proposition, retail, telecom, T24, Unpaid mobile, free talktime, Tata Tele Services Limited, Future Group