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MTNL to set up cellular division; JM Mishra to head new unit
Kumarkaushalam
New Delhi : MTNL is to formally develop a dedicated division to spearhead its cellular operations in Delhi and Mumbai. According to MTNL officials the person most likely to occupy the hot seat is Mr JM Mishra, who is at present principal general manager, operations, MTNL Delhi. Dismissing the hype around MTNL's cellular tariff, Mr Narinder Sharma, CMD, MTNL, said that the MTNL was not going to adopt an aggressive position in terms of pricing but would rather focus on customer-centric initiatives. "In a couple of days, we're formally creating a new division to manage cellular services in terms of brand-building, marketing and other strategic initiatives." The Cellular Services division will establish MTNL's cellular services brand Dolphin in the hitherto duopolistic metro markets of Mumbai and Delhi.Existing players BPL and Hutchison Max in Mumbai; and Bharti Cellular and Sterling Cellular in Delhi have raised a range of entry barriers in the form of roaming alliances across countries, WAP-specific initiatives and 24-hour customer call centres. And as for MTNL's price edge - Rs 2.70 and Rs 1.50 a minute for out-going and in-coming calls respectively - the existing players have already announced their intentions to counter MTNL's tariff with competitive packages shortly. Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
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