History

Edward L. Bernays is widely recognized as the father of public relations. The nephew of Sigmund
Freud, Bernays graduated from Cornell University in 1912 and opened the first recognized public
relations firm with Doris Fleischman in 1919 [7]NTT DOCOMO and Tata Agree on Strategic Alliance in
India

Tokyo, Nov 12, 2008 - (JCN Newswire) - NTT DOCOMO, INC. (DOCOMO), Tata Teleservices
Limited (TTSL) and Tata Sons Limited, the prime promoter for Tata companies including TTSL,
today announced their agreement on a strategic alliance in India, under which DOCOMO will acquire
26 percent of TTSL's common shares for approximately 130.7 billion Indian rupees (US$2.7 billion).

In addition, DOCOMO, in accordance with regulations of the Securities and Exchange Board of India*,
expects to make an open offer to acquire up to 20 percent of the outstanding common shares of Tata
Teleservices (Maharashtra) Limited (TTML), a Tata telecommunications company, through a joint
tender offer with Tata Sons .

As a result of the capital alliance, the partners expect to expand mobile communication operations in
the fast-growing Indian mobile market, aiming to increase operating revenue and achieve steady
business growth.

TTSL, based in Mumbai, is a telecommunications business unit in Tata, India's largest conglomerate
based on operating revenues (see attachment). The company covers nearly all of India with high-
quality wireless networks and a large number of retail stores and customer-service outlets. TTSL has
sharply increased its share of the fast-growing Indian mobile market, and it is rapidly expanding its
subscriber base, which currently exceeds 30 million (including TTML subscribers).

Tokyo-based DOCOMO, the world's leading mobile operator, has played a major role in the evolution
of mobile telecommunications through its development of cutting-edge mobile technologies and
services. The company is a strong market leader used by more than 50 percent of Japan's mobile
phone customers.

* Securities and Exchange Board of India Act, 1992: SEBI (Substantial Acquisition of Shares and
Takeovers) Regulations, 1997

About Tata Sons Limited

Tata Sons is the prime promoter company for various businesses run under Tata brand. Tata
companies in India constitute as the largest business conglomerate, with operations in over 80
countries across seven sectors (Materials, Engineering, Information Technology & Communications,
Energy, Services, Chemicals and Consumer Products). The Conglomerate had aggregate revenues of
around US $62.5 billion in the Financial Year 2007-08 and employs around 350,000 employees
worldwide and has more than 3.2 million shareholders. Tata Companies are known for its community
services and for the trust it commands from all stakeholders. For more information on the Group,
please log on to www.tata.com.

About Tata Teleservices

Tata Teleservices is one of India's leading private telecom service providers. The company offers
integrated telecom solutions to its customers under the Tata Indicom brand, and uses the latest
CDMA 1X technology for its wireless network. Tata Teleservices, along with Tata Teleservices
(Maharashtra) Ltd, operates in more than 6,700 towns across all 22 circles. Tata Teleservices has a
customer base of over 30 million. For more information log on to: www.tataindicom.com.

About NTT DOCOMO

NTT DOCOMO is the world's leading mobile operator and provider of advanced mobile services. The company
serves over 55 million customers in Japan, including 48 million using i-mode(TM), the world's most popular mobile
e-mail/Internet platform, and 51 million using FOMA(TM), the world's original 3G mobile service based on W-
CDMA. As a leader in the development of cutting-edge mobile technologies, DOCOMO is continually expanding
the role of mobile phones as versatile and highly personalized "lifestyle tools" for everyday life, including with a
wide range of innovative services for mobile payments, GPS, mobile TV, multimedia content and much more. NTT
DOCOMO is listed on the Tokyo (9437), London (NDCM) and New York (DCM) stock exchanges. For more
information, visit www.nttdocomo.com.

Contact:

NTT DOCOMO, INC.

International PR
Public Relations Department
Tel: 81-3-5156-1366
Fax: 81-3-5501-3408
website: http://www.nttdocomo.com

TATA DOCOMO
 TATA DOCOMO Limited

Type Limited

Founded November 2008

Headquarters India

Industry Mobile telecommunications

Mobile networks,
Products
Telecom services, etc.

Tata Teleservices (74%)

Parent
NTT DOCOMO (26%)

Website tatadocomo.com

TATA DOCOMO, is a GSM based cellular operator in India.[1] It offers both prepaid and postpaid GSM cellular phone with
presence in 11 circles including Madhya Pradesh & Chhattisgarh, Orissa,Maharashtra & Goa Karnataka, Kerala, Tamil Nadu
and West Bengal. It has become very popular with its one second pulse especially in semi-urban and rural areas. They are
launching their service from the south of India to central, east and north.

HISTORY:

Tata DoCoMo was formed in 2008 as an alliance between Tata Teleservices and NTT DOCOMO and rolled out its services in
18 circles shortly.
Currently, Tata Docomo Mobile service is available in these following circles;

1) Tamil Nadu

2) Orissa

3) Andhra Pradesh

4) Karnataka

5) Kerala

6) Mumbai

7) Maharashtra & Goa

8) Madhya Pradesh & Chhattisgarh

9) Kolkata

10) Haryana

11) Chennai

SHARE HOLDING:

NTT DOCOMO holds 26 % stake in the jointly formed company. It has also emerged as the first mobile operator in India to
have ‘per second’ pulse.

TATA DOCOMO Launches 'diet-sms'

Announcement / Corporate September 08, 2009, 19:23 IST

• ‘Pay Per Character’ paradigm ushered in—Pay As You Use in SMS too
• 1paisa per character with no charge for the spaces between words…
• …for up to 15-character SMS, use diet-sms
• Send diet-sms thru application on phone, SIM menu & P2A messaging

TATA DOCOMO, the GSM brand of Tata Teleservices Limited, India’s fastest-growing pan-India dual-technology telecom
service provider, has announced another innovative offer in the country, diet-sms, with customers being given the never-before
option of paying for any SMS they send on a per-character pricing plan. The cost of any ‘diet-sms’ will be only 1 paise per
character used, thereby providing complete value to customers. Furthermore, there will be no charge for spaces between words,
living up to TATA DOCOMO’s promise of not charging subscribers for the ‘unused’.

TATA DOCOMO has launched services in eight telecom Circles in just two months, and the countrywide rollout of its GSM
services is expected to be completed by this year. “In all of the eight Circles where we have launched our GSM services, we
made the promise of introducing path-breaking innovative products and services, and never-before tariff options. The diet-sms
service is another way of fulfilling that promise,” Mr Deepak Gulati, President, TATA DOCOMO, said. “Today’s customer is
discerning and seeks transparency, innovation and differentiation. Our products and services are tailored to uphold the trust
associated with the House of Tata—and TATA DOCOMO follows the concept of fare being fair. From today, all TATA
DOCOMO subscribers will be able to enjoy the benefits of pay-as-you-use even in SMS,” he added.

The unique part of the offer is that any customer can choose the diet-sms option when he/she has short text messages to send—
he/she can continue to use the regular SMS option for longer SMS. “Our diet-sms concept is a result of thought leadership,
creativity and innovation, riding on TATA DOCOMO’s customer-centric approach to doing business,” Mr Gurinder Singh
Sandhu, Head of Marketing at TATA DOCOMO said.

“We broke the per-minute pricing paradigm for voice calls when we launched our services—with diet-sms, we are doing it
again, this time on the SMS front. At TATA DOCOMO, we believe in taking the best that technology has to offer to make life
more refreshing for our customers,” Mr Deepak Gulati said.

TO SEND A DIET-SMS, A CUSTOMER HAS TO:

• Go to the SIM-based menu on the phone (called Dive-in Now), scroll to the diet-sms option under the English
Language menu, open it and send the SMS; or
• TATA DOCOMO has also launched a phone application which can be downloaded from TATA DOCOMO ‘Dive In’
WAP portal, or by simply sending a SMS “diet” to 54321. Using this diet-sms application, the customer can send short
text messages easily; or
• TATA DOCOMO customers can also send a diet-sms using the normal SMS menu. They need to type the mobile
number followed by a space followed by the message and sms this to the short code 52208.

The downloaded diet-sms application also contains a bank of most common short SMS as templates. Customers can select
from any of these templates and send the message by simply clicking ‘Send’. “The diet-sms service is revolutionary and tailor-
made to suit Indian customers—a survey conducted by TATA DOCOMO found out that a majority of SMS sent in India are
very short—we designed this application after studying trends such as this, in order to benefit the customer,” Mr. Gulati
said.The diet-sms service is available to customers on the per-character pricing plan on the TATA DOCOMO network only.

ABOUT TATA TELESERVICES LIMITED:

Tata Teleservices Limited is one of India’s leading private telecom service providers, having a pan-India
presence across all of India’s 22 telecom Circles. The company offers integrated telecom solutions to its customers under the
Tata Indicom, Tata DOCOMO, Photon and Walky brands, and uses both the CDMA and GSM technology platform(s) for its
wireless networks. Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, operates in more than
325,000 towns and villages across the country. In November 2008, Tata Teleservices entered into an agreement with Japanese
telecom major NTT DOCOMO, and this transaction marks a key step in the strategic evolution of Tata Teleservices Limited.
Tata DOCOMO has so far launched GSM services in eight telecom Circles, and the remaining part of the country is also
expected to be covered shortly. In December 2008, Tata Teleservices announced a unique reverse equity swap strategic
agreement between its fully-owned telecom tower subsidiary—Wireless TT Info-Services Limited—and Quippo Telecom
Infrastructure Limited, thereby becoming the largest independent entity in this space. Tata Teleservices’ bouquet of telephony
services includes mobile services, wireless desktop phones, public booth telephony and Wireline services.