Tata Indicom's 'Pay Per Call' Tariff Plan for Prepaid Cellular Subscribers

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Case Details:

Case Code : MKTG247
Case Length : 17 Pages
Period : 2005-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Tata Teleservices Ltd
Industry : Telecom
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Entry of Uninor

Uninor, a new entrant in the Indian telecom sector, launched its services in December 2009. It offered services in the GSM category. It targeted the prepaid segment and rolled out two innovative tariff plans...

Pay Per Call: Need for a Relook

The Pay Per Call tariff plan from Tata Indicom raised certain questions. Given that telecom service providers had to pay a termination charge of Re. 0.20 per minute to the recipient network, would it be commercially viable for Tata Indicom to continue to offer the Pay Per Call plan in its original form and with a validity of ten years?...

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Exhibits

Exhibit I: FDI Inflows in Telecom Sector in India
Exhibit II: Growth of Subscribers on Public and Private Networks
Exhibit III: Growth of Subscribers in Wireless Segment
Exhibit IV: Comparison of Features of GSM and CDMA Network Technologies
Exhibit V: Growth of Subscribers in GSM & CDMA Segments
Exhibit VI: Market Share of Telecom Companies in Wireless Segment as of June 2009
Exhibit VII: Declining Average Revenue Per User (ARPU) on GSM & CDMA Networks
Exhibit VIII: Minutes of Use by Subscribers on GSM & CDMA Networks
Exhibit IX: Declining ARPU from Postpaid and Prepaid Services on GSM and CDMA Networks
Exhibit X: Trend in Total Subscriber Count of TTSL: June 2006 to September 2009
Exhibit XI: Other Prepaid Tariff Plans from Tata Indicom as of October 2009

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