bringing it home!

connecting Tata’s wire line network to the home segment


at a glance

in 2017, Tata Docomo approached thinksynq for strategic inputs to revamp their wire line network approach for the home segment. Though the country’s oldest wire line network, lack of focus on the segment, led to underutilisation of created capacity, low revenues and small market share

thinksynq’s formidable team of telecom experts did a comprehensive study of the entire wire line business, with a view to enhance revenue, make better use of created network, improve customer satisfaction and recommend methodology for leveraging the existing network to handle more customers

the Tata wire line network is the oldest network in the country, with a large share in the corporate segment. However, the brand lagged significantly behind competition in the Home segment. Tata felt that their strong fiber network should have enough capacity to manage the home segment as well, but they were unable to realise this potential.

over time, due to lack of continued investment in upgrading the network and the onslaught of competition, their market share remained negligible. There was a crying need for a comprehensive relook in terms of network design, sales, business planning and customer management strategies.

the Tata DOCOMO leadership team reached out to thinksynq, primarily because of their expertise in the fiber business. This assignment was a one-time project to study the entire wire line business with a view to enhance revenue, make better use of created network, improve customer satisfaction and recommend methodology for leveraging the existing network to handle more customers.

thinksynq’s formidable telecom line-up, made it the best possible choice for this assignment. Every team member had rich experience in running a very successful wire line business in Airtel. The team which went to work, consisted of Krishnan (Ex Joint President of Airtel), Strategy Practice Head, Ganesh (Ex CMO of Airtel) , Sales & CRM Practice Head, Sudha (Ex Call centre Head of Airtel), Head Contact Centre and G Monicka Raj (Ex CTO Airtel and SME in Data and DSL), Technology Practice Head.

in just 4 months, thinksynq achieved

network sizing and capacity mapping

sales process re-design for micro management of capacity

recommended network roll out plan for fiber to home migrating from last mile copper, including evaluation

of direct vs third party network

network expansion business planning and evaluation methodology

product and pricing re-design in line with competition and changed customer expectations

customer migration plan to new pricing without any significant business impact

detailed study of customer engagement process in the contact centre and recommendations on process, people and automation gaps

at pre-agreed intervals, detailed reports were presented to the management and operations personnel. These reports clearly articulated the business impact of all recommended courses of action. The closure report and presentation was made to the senior management of Tata which covered the strategy for leap frogging the “home business”. This addressed all the aspects of business such as network planning and roll-out, direct vs third party network, capex approval and evaluation methodology, sales structure, service delivery and customer engagement process.


results

in just 4 months, the team made an exhaustive presentation to the senior management on all the aspects of the business - network planning and roll-out, direct vs third party network, capex approval and evaluation methodology, sales structure, service delivery and customer engagement process.