It’s Now so Simple to Swap…Tata Docomo Launches ‘SimplySwap’

• SimplySwap - Industry’s First Mobile Handset protection service launched in Hyderabad

• Offers Mobile Handset protection service for its postpay customers

Tata Docomo, the unified telecom brand of Tata Teleservices Ltd., announced the launch of ‘SimplySwap’ an industry’s first mobile handset protection service exclusively for its postpay customers in Hyderabad.

SimplySwap is an unique service exclusive to existing and new Tata Docomo postpay customers which entitles those who subscribe to swap their handset with a ‘like for like’ mobile handset for any or no reason whatsoever by paying a nominal fee!! And the handset is swapped and door delivered to the customer within 48-72 hours of making the request.

Announcing the launch of SimplySwap service, Mr Abhijit Kishore, Head, Mobility Business Unit, Andhra Pradesh Circle, Tata Docomo said, “Tata Docomo always aims at customer centricity with innovative and insightful services that deliver long-term value and hence a long-term relationship with our customers. SimplySwap is yet another example of Tata Docomo bringing a completely new service which assures peace of mind, and refreshingly different experience to our valuable customers”.

“Given the increasing passion Indians are placing on their mobile devices, SimplySwap is designed to assure customers that – in the event that their handset requires a change, for whatever reason – we can support them quickly and cost-effectively. With a portfolio of over 500 handset types covering 30 brands, we’ll be basically able to support everyone across the price spectrum,” added Mr. Kishore

As per Tata Docomo SimplySwap service, a customer who signs up within 90 days of buying a new handset; once enrolled, can simply call 040-66066141 requesting a new swap device of same brand/model. Moreover, a Tata Docomo customer can swap his handset twice during the course of a year! All swapped mobile handsets will carry a fresh warranty of six months, irrespective of how old the original device was. SimplySwap service charge consists of two elements; one is a monthly fee which is included in the customer’s regular bill and a second fee when the exchange is completed. These charges vary according to the type of device and start from a monthly fee as low as Rs 89/ with a corresponding swap fee of Rs 400/-. For complete details on the charges, subscribers can consult their nearest Tata Docomo store or simply call 040-66066141.

Tata Docomo’s other industry and customer centric first initiatives . . .

Tata DoCoMo being a customer centric brand has pioneered a number of industry and customer firsts service initiatives in India; it is the country’s first telecom operator to deliver CDMA 1x technology , a market in which the company maintains undisputed leadership. It also introduced the concept of transparent ‘Pay for What You Use’ services with the country’s first per second billing offerings in 2009 – revolutionary at that time but today widely recognized as an industry good practice.

This deep commitment to technology and innovation lies at the heart of the Tata DoCoMo brand, underpinning its service offerings, customer engagement and – typically – market disruptive approach to mobile services.  Some of the company’s other India firsts service initiatives include:

• Pay per call

• Per sec billing

• Per sec roaming

• Per character SMS

• Pay per site mobile Web browsing

• My Song

Editor’s notes - SimplySwap offer details:

• SimplySwap is available initially to Tata DoCoMo post-paid subscribers in Hyderabad. Under the service, any new or existing post-paid subscriber who has just bought a new handset can enrol for the program by filling up a form at any Tata DoCoMo store. Once enrolled, the subscriber can call and request for a handset swap for any reason, notwithstanding the condition of the handset. A ‘like for like’ phone is door delivered to the subscriber within 48-72 hours and the handset is swapped for a nominal replacement fee. What’s more is that this swap can be made twice in rolling 12 month period. This is the first time such a service is being tested in India

• Customers who have a handset which is not more than 7 days old and still in good condition can walk into any TTRB with the original invoice. Once at the store, the handset is examined for its condition and the customer needs to fill up an enrolment form. Post this, the customer will receive a confirmatory SMS enrolling him/her in the service & the customer is ready to Simply Swap

• To enrol customers choose any existing (or his/her current Tata DoCoMo post-pay plan); and the service is available on both GSM and CDMA. The only condition is the handset needs to be less than 7 days old and from the list of handsets that are currently configured

• There are two components to the charging for SimplySwap, one is a monthly fee which is charged in the bill and another as and when a swap request is made. In addition, depending on the device, the monthly and swap fee can fall into any of five tiers. At the lowest level, the monthly fee is as low as Rs 89/- per month & the swap fee 400/- for the lowest tier. For complete details on the tariff for your handset walk into the Tata DoCoMo store or call 040-66066141.

• SimplySwap is not an insurance product. While insurance products typically cover lost and stolen situations, SimplySwap is not conceived for such eventualities. The service is designed to ensure the customers receives the same handset he is used to and knows so well; fully functioning and in perfect condition. All handsets are like-new, i.e. either new or refurbished in a way that it is not possible to tell it apart from a new handset. In cases where a particular handset is not available, customers are given a choice of equivalent or slightly better specked products. In such cases customers have a 7 day window to try out the swap and return it if he/she is not satisfied with the swap.

• All swap devices will carry a fresh warranty of six months irrespective of how old the original device was. During this period all standard manufacturing terms will apply. In cases where the customer is offered and accepts a different device, a 7 day return window is an additional facility which ensures customers are satisfied with the swap device.

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 19 telecom Circles. The company offers integrated telecom solutions to its customers under the unified brand name Tata Docomo and operates its wireless networks on GSM, CDMA and 3G technology platforms. Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, operates in more than 450,000 towns and villages across the country. After its collaboration with Japan’s NTT DOCOMO in November 2008, Tata Teleservices launched 2G GSM services under the Tata DOCOMO brand name in all the 18 telecom Circles where it received spectrum from the Government of India, in June 2009. Since then, the Company has established a strong brand connect for Tata Docomo in India and has been at the forefront of redefining the telecom experience in India, launching innovative products and services that have impacted Indian consumer lifestyles. TTL is the clear market leader in the enterprise space as well, and has market leadership in many product lines, such as mobile broadband with the Photon family of wireless access devices. TTL’s bouquet of telephony services includes mobile services, wireless desktop phones, and public booth telephony and wireline and Wi-Fi services.

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

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Uzzal Mohan

Rediffusion/Edelman

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