Tata Teleservices Bets on WiFi Hotspots to Tap Data Drive

Tata-Teleservices Tata Teleservices, which operates under Tata Docomo brand, stayed away from last few auctions (BWA auction in 2010, Unified 1800MHz auction in 2013, Unified 900 & 1800MHz auction in 2014), which causes the company with out any spectrum capable of rolling out 4G services.

Certainly there is some excitement around 4G/LTE services across the globe, as well in India. But ultimately it’s about about high speed data. Tata Teleservices doesn’t want to miss the data-train. Hence with their exisiting infrastructure, i.e. optic fiber backbone Tata Tele is looking for to tap data subscribers on their upcoming WiFi network.

Presently Tata Tele has 540 WiFi hotspots across the country and soon new 4,000 WiFi hotspots will be installed in 9 top cities. In last few months Tata Teleservices has checked the growth on WiFi usage is nearly doubled.

state-of-wifi-india

Tata Tele has made a deal with GMR Airports in May, 2013 to launch WiFi in Indira Gandhi International Airport-Terminal 3 in Delhi and Rajiv Gandhi Hyderabad International Airport, Hyderabad. The service is free of cost to passengers for a specified time.

Other WiFi Initiatives:

  • In February 20, Bihar Government has launched a free WiFi corridor stretched about 20Km from NIT-Patna on Ashok Rajpath to Danapur. This free WiFi services will be expanded to all tourist-spots in Bihar.
  • In January this year Bangalore got country’s first WiFi hotspots in major 5 locations of the metro as State Government’s Namma WiFi initiative was launched. It will be expanded across towns and cities of Karnataka.
  • MTNL plans to roll out WiFi services in public places in Delhi and Mumbai. MTNL broadband users can access this service using their broadband password and username at a very nominal cost.
  • In March, 2013 Idea Cellular has soft-launched WiFi in 5 cities – Ahmedabad, Cochin, Pune, Hyderabad, and Vishakhapatnam. But there was total silence after that.
  • Indian Railways had several WiFi trials over some express trains. In April, 2013 New Delhi- Howrah Rajdhani Express was the first train to get this service. Soon it will be expanded to another 50 trains.
  • Air India to offer WiFi services in-flight.
  • Ozone WiFi is the country’s largest WiFi service provider with more than 10,000 hotspots across the country. It is available in many public places – coffee shops, airports, hotels and restaurants. In 2012 Google tied up with them to offer free WiFi to Google+ users.

Almost a year back, I wrote that, state of WiFi in India is not good, but it is getting significant traction in India - a win-win situation for service providers and vendors as well as users. However with some many government approaches and free services Tata Teleservices will find WiFi business very competitive.

To be afloat in the market Tata Tele should adopt some strategies to make its WiFi business success. I would suggest them to offer WiFi free of cost to all customer for first few minutes. These free users will not get much speed. Those are paying for the services should get better dedicated speed. Tariff part should be prudently made to attract customers, because Tata Docomo has the worst tariff in wired broadband segment. Apart from the kB/MB Tata Tele should offer time based tariff. For that they can use Opera Webpass like Idea Cellular (check out Idea Webpass plans).

Leave a Comment

Your email address will not be published. Required fields are marked *

Current day month ye@r *

  • Sajal March 3, 2014 10:36 pm

    Tata has its wifi hotspot in Kolkata Airport too, and found the first 30 minutes free quite good too..

    Loved the concept of purchasing internet bandwidth without any manual interaction, documentation etc..

  • sai March 3, 2014 9:52 pm

    hahaha….. very funny old service new “NAME”

  • Mayank Bajaj March 3, 2014 9:31 pm

    Can someone plz clarify that how does a customer subscribe to a paid wifi service??
    For example if I am at an airport then how do i connect and subscribe to the Docomo
    wifi??

    • Sajal Basu March 3, 2014 10:40 pm

      You will be able to latch on to their open wifi network with your mobile/laptop.

      Now in just a matter of seconds you can use your card or bank a/c to pay for internet.

      Btw, first few minutes is always free, its good enough to entice an user