Top 10: 9 - TTML: The Silver Lining

TTML


Area of operation: Fixed
and Cellular Services, Data Services

Address: Tata Teleservices (Maharashtra) Ltd, Ispat House, BG Kher
Marg, Worli, Mumbai-400018

Phone: +91-22-56615445

Fax: +91-22-56605094

• Invested Rs 500
  crore in network expansion in rural areas

• ISO 9000
  certification from KPMG

• Decentralized sales
  force

'Decentralization
of sales force helped us in a big way'

What were your major
achievements last year?

We have been running into losses for the past few years. But now, we
are slowly becoming profitable. We have posted a net loss of Rs 493 crore,
down 6.63 % as against Rs 528 crore last year. We have made lot of changes
in the organization and made it more customer-centric. The
decentralization of sales force has helped us move closer to the customer.
It was due to our clear focus towards customers that we got the ISO 9000
certification last year.

Managing Director Charles Antony

What
customer-focused initiatives have you taken so far?

We have made six partners, who are responsible for providing
end-to-end services to customers. The company would only handle the
customer acquisition part here. We have also opened 300 True Value outlets
to handle customer care activities in towns. And since opening up of these
outlets is not feasible in interiors, fully-loaded 'True Value'
outlets would be made available on mobile vans for rural customers.

What has been done
on the rural telephony front?

Our rural focus is more than that of any other operator. Under USO, we
had been asked to start services in 43 SDCs, of which 27 are already
operational. This year, the focus would be more on rural. We have already
signed ZTE for our rural telephony initiative. Last year, we invested
around Rs 500 crore in rural telephony and network upgradation. This year,
we would invest around Rs 600 crore.  

What are your ARPU
levels?

Falling ARPUs are really a concern for operators today but we have
managed good ARPU levels at Rs 500. Our cost per subscriber has decreased
from Rs 1,100 to Rs 450. Our enterprise ARPU is Rs 650.

What initiatives
have you taken in enterprise area?

We operate in seven verticals that include BFSI, travel, tour and
hospitality, media and entertainment services, IT/ITeS and telecom,
manufacturing and utilities, government and transport. At present around
40 Tata companies are our customers and others are willing to move to us.
We have an edge over others in the wireline services.

How are your tie-ups
with TCS and VSNL helping in your operations?

We leverage on the expertise of TCS and VSNL. The tie-ups with these
companies help us in providing VAS. We will continue to have relationships
with these companies and leverage on their strengths.

Most of the
operators are now planning to have their own NLD services as its license
fee has become cheaper. What are your plans?

We don't intend to go for NLD licenses. We will continue to take
services from   other NLD
operators. We will evaluate operators and on the basis of their service
offerings and prices, we will go for it.

What is your take on
Carrier Access Code?

It is definitely beneficial for customers. But it's premature to
speak on it unless it really happens.