Tata Indicom Introduces ‘Pay Per Call’ Concept

* Pricing paradigm completely changed—usual pulse of one minute done away with under special offer

* Subscribers will have to pay a fixed charge on a per-call basis—at Re. 1 for local calls & Rs 3 for STD—regardless of duration of call

* Given its simplicity and complete transparency, the Pay Per Call offer will usher in era of easy calling and easier billing

New Delhi, 1 September 2009: Tata Teleservices Limited, India’s fastest-growing pan-India dual-technology telecom service provider, today announced the launch of a revolutionary Pay Per Call product under its CDMA brand Tata Indicom. The Pay Per Call plan breaks completely free from the usual pulse of one minute, charging subscribers a fixed charge on a per-call basis—at just Re. 1 for all local calls and Rs 3 for STD calls—regardless of the duration of the call. SMS would be offered at a special price of 50 paise for both National and local messages. What’s more, the Pay Per Call offer is valid on all calls made by Tata Indicom subscribers to any mobile phone or land line connection, on any network.

“We at Tata Teleservices Limited are proud to introduce this path-breaking value proposition for Indian telecom users. Pay Per Call is another extension of the promise made by Tata Indicom to all subscribers—that of providing a superior service experience, at the same time providing transparent and flexible payment options,” Mr Anil Sardana, Managing Director of Tata Teleservices Limited, said. “Pay Per Call will not just change the pricing paradigm in the telecom space—it also marks a giant step in TTSL’s evolution as a telecom operator with its primary focus on creating consumer delight,” he added.

The Pay Per Call product is initially being introduced on the pre-paid platform, and all subscribers who opt for it will be charged a very nominal daily fee of Re. 1 to avail the unique tariff option. The service is available on all new Tata Indicom connections, and existing subscribers can adopt the offer with a one-time recharge of Rs 96.

“The pay per call concept is unique and is being launched for the first time across India. It significantly reduces customer confusion arising out of complex rate plans, day/night charges, on-net/off-net charges and other fine print. It gives telecom consumers freedom to talk to their heart’s content without any of the hassles they face on the charging front,” Mr. Vineet Bhatia, COO Delhi & NCR, Head North Region, Tata Teleservices said, “The product is the result of research and studies to understand consumer trends and usage patterns—customers who opt for this plan will no longer have to worry about the cost every minute of a call. Also, the fact that this offer is for both local and STD calls makes it unique, something that holds the potential to completely redefine the Indian telecom pricing paradigm,” he added.

“With the Pay Per Call offer, Tata Indicom has changed the very currency of pre-paid mobile tariffs. While a customer typically pays Re. 01, or Re. 0.30, or Re. 0.50, or Re. 1 as call rates per second or per minute, depending on the tariff plan they have chosen with various telecom service providers, they will now be charged a flat rate of Re. 1 for any local call, and Rs. 3 for any STD call, regardless of the call duration! This will change the very perception of charging, as seen by telecom subscribers today,” Mr. Bhatia said.

The Pay Per Call offer caps a long list of innovative and customer-friendly products from the Tata Indicom stable—some others include Non-Stop Mobile, Walky, Walky Talky, Photon USM Modem for Net access, Photon Plus HSIA device, Mobile Internet Access, etc.

About Tata Teleservices Limited

Tata Teleservices Limited is one of India’s leading private telecom service providers, having a pan-India presence across all of India’s 22 telecom Circles. The company offers integrated telecom solutions to its customers under the Tata Indicom, Tata DOCOMO, Photon and Walky brands, and uses both the CDMA and GSM technology platform(s) for its wireless networks. Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, operates in more than 325,000 towns and villages across the country. In November 2008, Tata Teleservices entered into an agreement with Japanese telecom major NTT DOCOMO, and this transaction marks a key step in the strategic evolution of Tata Teleservices Limited. Tata DOCOMO has so far launched GSM services in eight telecom Circles, and the remaining part of the country is also expected to be covered shortly. In December 2008, Tata Teleservices announced a unique reverse equity swap strategic agreement between its fully-owned telecom tower subsidiary—Wireless TT Info-Services Limited—and Quippo Telecom Infrastructure Limited, thereby becoming the largest independent entity in this space. Tata Teleservices’ bouquet of telephony services includes mobile services, wireless desktop phones, public booth telephony and Wireline services.

For details, visit www.tatateleservices.com, www.tataindicom.com, and www.tatadocomo.com.