Daily Plans from Tata DoCoMo – Airtels of the world, Take a Note

Tata DoCoMo has launched Daily plans enabling subscribers to choose their prepaid plans on a daily basis.

The Tata DOCOMO Daily Plans are based on the insight that the consumers who choose prepay as the means to go mobile, seek flexibility. Therefore they have the choice to choose a daily pack that suits their immediate calling need, on the fly without being locked into a longer term pack.

The ease of activation process ensures a smooth and satisfying experience for the consumer at minimal costs. The packs get activated within 2 hours of request receipt on the system. Also, consumers can activate multiple packs within the same day – details here.

Incumbents

In the past, Sunil Mittal has come out strongly against such tactics (rather, innovative pricing) used by new operators calling them unsustainable businesses. But decided to follow their footsteps after the momentary state of denial.

More so, new players do not have the IT/support limitation to create new packages, while Incumbents would need to upgrade infrastructure/support (and most mportantly, mindset) to cater to the same.

I believe we are witnessing the real telecom revolution in India where new rules are being laid out by new players and old players are resorting to the usual cheap way of false billing [read: Reliance NetConnect Review] to extract money.

Also, new players are taking the tougher route of creating new consumption points [Aircel’s bet on mobile Internet, social networking].

What’s your opinion? Is this revolution for real? Sustainable? Any insights?

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