Tata Docomo Launches Endless Music Service via Retail for its Prepaid Customers

Tata Docomo today launched a value added service--- Endless Music. In an industry first initiative, this value added service will be available to all Tata Docomo prepay GSM customers through electronic voucher distribution (EVD). Endless Music service will be available for both basic and smart phone users. All that a customer has to do is to visit any Tata Docomo retail partner outlet and recharge with the select denomination. At the launch of this service, Mr Rishimohan Mal

Tata Docomo today launched a value added service--- Endless Music. In an industry first initiative, this value added service will be available to all Tata Docomo prepay GSM customers through electronic voucher distribution (EVD). Endless Music service will be available for both basic and smart phone users. All that a customer has to do is to visit any Tata Docomo retail partner outlet and recharge with the select denomination. At the launch of this service, Mr Rishimohan Malhotra, Head - VAS Marketing, Tata Docomo, said "We have been investing in developing alternate channels of discovery to deliver content and offerings across all available physical, virtual and digital resources. The launch of Endless Music service via EVD is in keeping with Tata Docomo's tradition of transparent transactions and customer satisfaction which shall meet the individual needs and requirements of our consumers. Through this service which is NON auto renewable, Tata Docomo aims at changing the way music is sold & consumed thus reinventing the way our customers experience music. With the launch of this service, our customers can now access the best of the Bollywood & regional music content with thousands of songs to choose from."

"Offering Endless Music service via the retail model is a diverse strategy to ensure better adoption and long-term service usage. Through this service, Tata Docomo is also giving its retailers an opportunity to better engage with end-consumers to further understand their needs and preferences," added Malhotra. With a validity period of 30 days, customers in Karnataka will have to recharge with RC 48 followed by dialing 59090 (toll free number) to avail the benefits of listening to free 300 minutes of music. Similarly, with RC 92 and RC 131, customers can avail 600 minutes of music valid for 30 days and 1000 minutes of music valid for 60 days respectively. The subscription will expire once the minutes are consumed or the validity is over. Such a model will avoid accidental activations and charges to customers and safeguard their interests in a transparent manner. Available at affordable price points, Endless Music will also enable customers to set their favourite song and as caller tune at additional charges. This service has been launched in partnership with Hungama Mobile, which has one the largest repository of different music genres.