The MTNL gameplan: to associate its cellular services with all that the Dolphin stands for and drive home the message within the organisation as well as to the external customer. `Friendliness' to drive home `excellent customer care orientation'. `Softness' to encourage `a gentle communication approach'. And `intelligence' to stress MTNL's technological expertise-Lucent Technologies is building the cellular network for MTNL on a turnkey basis in Delhi and Mumbai.

Think smart/intelligent In order to develop sharply focussed brands, MTNL has plans to bring consistency in its dealings with advertising agencies. MTNL is expected to align the operations of creative agencies with the functional distribution of work. Under this plan, MTNL would address each functional sphere - like CDMA (code division multiple access), basic telephoney, Category A ISP services and cellular services - through a consistent communication strategy. The new plan entails a shift from requiring its empanelled agencies - a mix of national and local advertising firms - to make a pitch for any new campaign for any category, to allowing them to handle a functional account and build long-term brand properties.

Burst of on-ground initiatives to push Dolphin ``The new initiative will remove confusion and bring a lot more accountability in the sphere of brand management,'' said an MTNL official. MTNL's empanelled agencies include: Lintas Lowe, Maa Bozell, Contract and iB&W. MTNL also works with agencies at the local level: for instance in Delhi it has eight agencies, including Sulekha, Ushakal, Vivid India, AdKnack and Mode.

Exclusively Dolphin MTNL's first 24-hour customer centre `Grahak Kendra' - exclusively for mobile services - is coming up in Delhi's tony South Extension. ``Initially, we'll be outsourcing our call centre requirements,'' says an MTNL official. ``But gradually, we'll build our own network,''Besides using the network of Sanchar Haats to push Dolphin products - pre-paid and post-paid variants - MTNL is also in the process of finalising a cellular-centric distribution channel, which will comprise company-owned Dolphin centres, franchisees, marketing associates and other retail outlets.MTNL has already invited applications for Dolphin's franchisees and direct associates. The company has also tied up with over 250 outlets in Delhi. These are high-traffic, lifestyle establishments like Archies Galleries and Internet cafes.

MTNL plans to set up exclusive Dolphin Centres - a Hindi name is now being considered for these distribution outlets - across all nine zones in Delhi (MTNL has nine GM offices in Delhi) in the firt phase of expansion. These centres are also expected to be extended to other NCRA townships.

Expect MTNL to pursue an aggressive distribution strategy for the pre-paid Dolphin product. The company has identified STD PCOs (Delhi has around 13,000 PCOs), post offices, and petrol pumps to make the brand available to the targeted audience at its fingerprints.

Says an MTNL official, ``Our priority in the first year of operation is to build brands, optimise the network and remain in touch with customers.'' MTNL has already built a network capacity to handle one lakh subscribers each in Delhi and Mumbai this year. Subsequently, it will be adding capacities of 1.25 lakh each in Delhi and Mumbai through its technology partner Lucent Technologies.