Tata Docomo, one of the most influential brands on social media today (with the second highest number of fans in India) began a new Facebook application wherein they are allowing their users to recharge their mobile (talktime, top-ups, special recharge including 2G & 3G), pay bills and even buy a new connection.
The objective behind the introduction of this Facebook app is to have an e-commerce application to increase the revenue base of Tata Docomo within the next 3 years. Apart from that, they are also trying to build a user base, giving them an easy platform to recharge, pay their bills and get a new connection. Through this social engagement, Docomo is trying to build a strong online brand, while considering their customers online. They are also aiming to sell consumer relevant services like music, cricket etc via online channels.
Praveen Gupta, General Manager, Brand Marketing of Tata Teleservices Ltd said to IndiaDigitalReview.com that Tata Docomo’s digital strategy is two faced – one, a commitment part where they are looking at digital as a separate business unit and secondly, as an engagement medium for the brand.
As shown in the picture above, Top-up Recharge, Special Recharge, Bill Payments and the purchase of a new connection is possible via their page. It also has subsections wherein customers can choose their type of connection: CDMA, GSM, Walky and Photon. The first three weeks after the launch of this Docomo Shop, Tata Docomo got 12,000-14,000 transactions.
As per IndiaDigitalReview, Tata Docomo presently does close to a million odd online recharges at its website in a day.
India is the fastest growing mobile market in the world. And online recharge is one of the hottest trends these days.
‘Tata Docomo Shop’ on its Facebook page allows customers to directly buy recharge coupons on Facebook, which is great. This app is getting them 12, 000 – 14,000 transactions. Uninor and Airtel are also on the same track. However, other telecom operators like Vodafone and Idea have do not have such an app on their page.
This app has been providing a good engagement on their Facebook page, as mentioned above. They have also successfully targeted the correct audience, i.e, from 18-24 years. The mentioned age group are highly active on Facebook which means the entire idea on which this application is planned could be easily achieved.
It is also easy for them to keep a track of online recharges through this app. With the help of this app they won’t have to rely on retailers for sales figures. They can gain insights about recharge patterns, popular plans, etc. Tata Docomo is capitalizing on its Facebook fans by driving traffic from Facebook to their website.
As an added benefit, this app is easily measurable which means it can also determine the ROI (return on investment) like how many people recharged, etc.
Scope for Improvement:
Currently, the section which deals with users getting a new connection is not working, which is disappointing. Being such a big brand they should make sure that after the declaration of such a campaign, they make sure everything works in a proper manner. This lack of attention will make their customers dissatisfied, and will make them feel let down.
In spite of having a good following on Twitter, Docomo has not used Twitter to promote their recent activity which is also disheartening. It is a well known fact that promotion of this activity on Twitter would have nearly doubled the rate of people using the app.
There is a lot of scope of improvement in this campaign. The efforts of Tata Docomo are half baked and not well planned. But I am sure, they can expect a huge response to their online recharge service just in a span of few months from launch.