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Wonder what a retailer has got to do with telco and vice versa? It is needless to say where there is a brain there is a business, isn't it? A strategic alliance between Tata Teleservices Limited (TTSL) and Future Group is all set to please their customers across the country. The alliance has unveiled Talk 24 (T24), unpaid mobile services in Karnataka extending the benefits of free talk time on shopping at Future Group's chain of stores-Big Bazaar, Pantaloons, Central, Brand Factory, Home Town, eZone & Aadhar, among others.
The joint venture, in February 2010, paved way to an unique marketing concept of retailer-telco partnership for the first time in India and T24 service was first rolled out in Andhra Pradesh in June 2010. This alliance since February 2010 steered huge successes in 6 states-Andhra Pradesh, Jharkhand, Orissa, Uttar Pradesh, West Bengal, and Gujarat across 8 telecom circles. To avail this service a customer ought to purchase above Rs 351 at Future Group outlets and TTSL's GSM subscriber will be entitled for free talk time. T24 tariff plans will reflect the competitive per-second rates being offered for pre-paid customers. T24 prepaid SIM card with lifetime validity are available at Rs 49. The operator has introduced 2 tariff plans-per second and per minute which offers 1 paise per second and 50 paise per minute flat call rate.
“T24 has received tremendous response since its launch in Gujarat, Jharkhand, Andhra Pradesh, Orissa, Uttar Pradesh and West Bengal. Shopping and talking on our mobile phones are among the 2 favorite activities for all of us in India. With T24, we have been able to develop a unique customer value proposition that combines these interests of the aspirational Indian. Customers will get shopping benefits on talking and talk-time benefits every time they shop,” Mayur Toshniwal, chief executive officer of T24, said. “We believe that with our partners, Tata Teleservices, we have been able to develop a differentiated offering in the crowded telecom space and increase the loyalty we enjoy among the millions of customers who patronize our stores,” he added.
The partnership will provide access to a large chunk of Future Group's customers and enhance the consumption space of TTSL. Future Group will also draw more customers through this offer by providing this incentive. Customers will also be rewarded with special deals and promotions at Future Group retail outlets everytime they buy paid recharge. Future Group retail chains attracted over 250 mn customer footfalls in 2009-10.
“This is a unique marketing alliance between a retailer and a telecom operator in India and offers
us direct access to millions of Future Group customers through its widespread retail presence
across India,” Yatish Mehrotra, hub-head South, GSM operations, Tata Teleservices said. “T24 stands for Talk 24, and was a natural choice of brand-name for us in this unique
partnership, one that will provide customers with a dual advantage all 24 hours of the day-'Shop
More, Talk More' and 'Talk More, Shop More'. The T24 mobile telephony service is yet another
compelling offering from the House of Tatas, in keeping with Tata Teleservices' stated objective of constantly innovating to redefine the telecom experience in the country,” he added.
malinin@cybermedia.co.in