Business Situation

TATA Docomo is the joint effort of TATA Teleservice and NIT Docomo, which has been serving millions of customers across the country.

TATA Docomo has established itself as an internationally recognised brand. In 2012, Frost & Sullivan awarded Tata Docomo as the best "Utility VAS Service Provider" and "Best Mobile Broadband Service Provider".

In the year 2014, TATA Docomo and CNBC TV18 organised "DoBig", a series of events to provide the industry leaders with a platform to discuss emerging technologies, social media and its impact on business.

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Challenges

  • Do Big, like any other endeavour, faced its own share of challenges which are as follows --
  • To build a brand: : Do Big is a platform for thought leaders to interact. This required the buzz and the branding for people to have accepted this and contributed.
  • Audience Engagement: The engaging audience is a core element in building the brand. More the engagement, better would be the ideas generated during Do Big, making the platform a better one. In addition, this should be effectively articulated to the outer world, to encourage curiosity among the mass and help them understand. All round communication leads to a better sustainable branding.

Solution

  • The idea was to create a mobile app with the following features.
  • Speaker Details: For users to know the speakers and set expectations from the session.
  • Live webcast: For users to see what is happening inside the event, to feel connected to it, interact if required.
  • Live polling: This feature would help the delegates to cast vote for any question live through the mobile application.
  • Raise question: With 'Raise question' option, any delegate could ask any question to the speaker without verbally interrupting.

MaxMobility developer team decided to develop native apps for three different platforms; Windows, iOS and Android for faster performance and enhanced user experience. The designer team utilised the elements of native OS and familiar designs so that delegates feel comfortable while using the app.

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Results

The 1st event, held in Bangalore, had the best minds of the Indian business world speaking about the disruptive technologies. The entire event was broadcast live on YouTube.

The 2nd event, held at Pune saw an increase in a number of app downloads and online engagement. The graph of DoBig's success remained increasing since then. During 2015-2016, DoBig events were held in 7 cities and were very successful.

Here is the list of takeaways, which others can use.

  • Audience reach requires utilisation of every channel, from the mobile application to popular social media platforms. In the case of Do Big, broadcast of the live event on YouTube helped to reach a wider audience.
  • Audience engages much better if they have a prior idea about the event, speakers and have a chance to join the conversation. In the case of Do Big, options like live polling, overview and speaker details helped the audience to know about the events in details and take part in the conversation.
  • Improvement of the communication channel between the delegates for further audience engagement. For example, Raise Question option helped the audience to ask any question without interrupting the flow or chat option allowed them to discuss the application.

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