| Title | TATA DOCOMO - PAY PER SECOND CALCULATOR |
| Brand | TATA DOCOMO |
| Product / Service | TATA DOCOMO MOBILE SERVICES |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
| Entrant Company: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
| Advertising/Web Design Agency: | INTERFACE BUSINESS SOLUTIONS MUMBAI, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Sabyasachi Mitter | Interface Business Solutions | Director |
| Praveen Gupta | Tata DOCOMO | DGM Marketing |
Tata DOCOMO entered the overcrowded Indian Telecom sector as the 9th operator in July 2009 and over the next 6 months became the fastest growing mobile brand for 6 months in a row. While every operator charged per minute Tata DOCOMO started charging per second with the tagline "Why pay for the unused". A savings calculator was created that showed users how much they could have saved if only their operator had charged per second. The "Second Effect" created such an impact that every operator had to follow Tata DOCOMO and offer per second pulse.