WHITE PAPER SERIES - Reliance Communications

EXECUTIVE SUMMARY & EXISITING SCENARIO
There is no level playing field. Success belongs to
those who carve an edge for themselves. An edge
created through innovation, operational excellence,
cost leadership, effective communication or a
delightful customer experience. Reliance Toll Free
Service (RTFS) can contribute significantly towards
creation of this edge with a holistic package of
path-breaking features and benefits. This
document details out the evolution of the service in
last couple of years, the service architecture, the
intelligent features that it offers and the application
of these features to specific business needs to get
maximum benefits. The document will be a useful
reference for all the marketers and the customerservice
professionals who are planning to attract a
sizeable audience.
Till today you needed to….
The teledensitiy in India is showing a monthly
growth rate of about 3.7%. With more than 545
million telephone subscribers, majority of them on
mobiles, every segmentation approach of
marketing in India just cannot overlook this specific
target; the size of which is continuously increasing.
Is your organization equipped to attract a sizeable
share of this segment? Sure, there are websites
and certain percentage of this segment can
probably reach the “URL” through intelligent
search options on the internet. However, the
number of PC and internet users in India are far
less than those with a phone; and these being
mutually inclusive, phone users is obviously the
more logical target segment.
All said and done, making a phone call is far easier
and user-friendly than searching the internet. More
so, if the call is toll free.
The word “toll” has a reference to the caller, hence,
in this context, a toll free call is “free of toll” call to
the caller.
Being a reverse charging mechanism, the charges
of the calls are borne by the subscriber of the toll
free service. This capability makes the service a
very powerful lead generation /marketing /
customer service tool.
The service, also called as 1800 number, is a
virtual number which is translated to a real phone
number on which the calls are answered. The toll
free number typically looks likes 1800 XYZ ABCD.
The calling person does not pay for the call made
on this number, the charges are borne by the
subscriber of the service. The 1860 number is
another service for which the caller pays for the
local call charges and the subscriber pays for the
STD leg of the call charges. The structure of this
number is 1860 XYZ ABCD.
Some learning from the history
Later part of the last decade provided an excellent
market environment in India for proliferation of this
service. This was the time when liberalization
benefits were being felt by the consumers, and
India as a country moved from license raj to the
open market policy. You had a choice for almost
everything – right from a two wheeler, a car, a
pizza, an airline, so on. The choices multiplied with
passing time.
White Paper Series Page 3