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Tata Communications, what the hell are they selling anyways?
18th February 2011

Here we go again, another telecom company wanting to be the anything and everything of the small business community (SMBs). They are not doing through the organic development but rather through a third party vendors route, reselling established services. And you can see that they are covering every base possible.  Just check out the list of apps  and products they are covering?

  • Domains
  • Business Mail
  • PC Security Shield 
  • VoIP
  • CRM
  • Collabrix
  • Website Hosting 
  • Premium Mail
  • Mobile Security 
  • InstaCC
  • Recruit
  • Premium Mail 
  • Web 2 SMS
  • Website Creator
  • InstaOffice
  • Server Security 
  • Invoice
  • Business Mail
  • Online Backup
  • InstaCompute
  • mSales
  • myEoffice
  • i-ID Advantage
  • Sales Watch
  • eCheck Post 
  • Project 

Phew, thats a lot! They have tied up with every possible vendor out there to provide these services from Google Apps to SalesForce.  I am willing to bet that most of these services will be dropped within a year if not sooner.

The only services that will survive will be the Tata Communications core services.

Cheesy marketing and shabby websites confusing the end user

In all the hurry to launch the services and numerous cross purposed, cross linked maze of sites leaves the end user completely confused and dazed. On top of which they are launching absolutely cheesy brands such as ?i-ID advantage' and others.  The mailers coming from them are absolutely horrifying.

Whats the thinking here?

If I were to get into the mind of the Tata Communications executives I would probably find a throw everything at the wall and see what sticks approach.

The approach reeks of a desperation to get into the SMB business willy nilly. There does not seem to be a measured practical approach to market creation and integration of different product lines.

Stepping on Everyone's Toes?

When you try sell everything and the kitchen sink you will naturally step on lots of toes. Everyone from single product resellers to direct marketing companies already trying to sell these products will find a nuisance and unnecessary loss of sales.

Stick to your knitting

My sincerest advice to Tata Communications (a company I like and admire i might add) to stick to their telecom strengths and leave the apps to the specialists or else build up your services portfolio organically.

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