TATA TELESERVICES: "We have pioneered Push-to-Talk services in India"

What is the focus at TTML for the coming months?

Talking about the way ahead we are concentrating on innovative solutions. We
would like to capture the market by being the pioneers in technology and
customer service. For example the push-to-talk (PTT) service, which is now
available across all our existing circles. It is an example where we have
pioneered the technology and will offer the best customer service to our users.

How do you propose to make the change and give the right impetus to the
company?

In the past few months the attrition rate has gone down which is a good
sign. We are very focused on network quality and customer care as at the end of
it all, that is what will really differentiate one operator from the other
because no service is exclusive and is offered by all the operators. We have
outlined initiatives in this direction that will enable us to offer the best
customer care to our customers. The culture at TTML is all about customers.

You introduced PTT in July 2004 and have commercially launched it in
November. How has the response been?

The response was lukewarm in the beginning. But after the beta testing at
Bangalore, with a few corporates, we are very excited. We have got good orders
from a number of leading corporates in the country and look forward to
eventually having retail users hooked on to it. PTT caters to a varied segment
of people: from corporates to people working at dispatch, dock systems, and from
college students to executives on the move.

Statistically, 75 percent of the calls made are of very short duration and
this is where PTT aims to cater to that segment, where one can communicate to a
number of people or have a conference call at the push of a button. As it is a
nationwide network, there is no long-distance calling involved thereby making it
a cost-effective service. The service is offered under various schemes to suit
all.

What is next on the agenda?

Tata Teleservices plans to launch EvDO in early Jan 2005.

We have also got data cards on the charts. We want to offer corporate
solutions where all our services can be bundled into one offering; and become an
end-to-end solution provider.

Minu G Sirsalewala