Tata Teleservices launched its GSM services offered under TATA DOCOMO brand name in Gujarat circle.

The company has positioned the tariff for its services under the “Pay-for-what-you-use” model which includes per-second pulse tariff structure.

“The value proposition offered by TATA-DOCOMO is a unique and revolutionary idea which symbolizes the spirit of innovation and inventive genius. This launch is truly a moment of triumph for the consumer. The launch of the pay-per-use concept by TATA-DOCOMO will create a paradigm shift in the overall telecom experience for the customer and provide a service that is refreshingly different,” said Mr Ratan Tata, Chairman, Tata Sons.

For subscribers in Gujarat, the company is offering a special calling rate of 3 paise per second on international calls to the US, Canada and to landline numbers in UK without any pack. The company will offer VAS including IVR-based services on the per-second pricing.

 “We are focusing strongly on network superiority, coverage and service offerings. Our network footprint is the largest among all telecom operators in the Gujarat telecom circle, at the time of launch. We have made large investments in Gujarat, and further expansion is on the anvil this year itself,” Mr Nipun Sharma, TATA DOCOMO’s Chief Operating Officer in Gujarat, said. “We will unveil a portfolio of Value-Added Services that will reinvent mobile telephony in India, with products and services like diet-sms, Free Voicemail, Timed SMS Service, Free Missed Call Alerts, Call-me Tunes, etc—all of them customized to liberate and refresh our subscribers,” he added.

The initial network rollout covers 487 towns, cities and 770 villages including 1,969 km of highways, 1,700 km of rail routes and prominent places of tourist interest.

The company is awaiting grant of spectrum in Ahmedabad, Vadodara and Jamnagar.

TATA DOCOMO further said that it will complete its pan-India presence for GSM services within the current fiscal. It now offers GSM-based mobile services in 16 circles out of the total 22 circles in the country.