DTH
Tata Sky taps IBM to launch new mobile solutions
MUMBAI: Tata Sky has partnered with IBM to launch new mobile solutions that will enable it to reach new markets, and improve customer service and responsiveness for its 14 million subscribers across the country.
With the IBM MobileFirst Platform, Tata Sky can securely integrate customer and enterprise data and launch new apps to spur growth, especially in rural markets. For example, the new mSales app helps dealers and distributors quickly respond to customer inquiries, track existing accounts and onboard new subscribers. Access to mobile capabilities that enable more efficient customer service is especially important in rural areas where there is often limited access to laptops or reliable Internet connectivity.
According to a market study by Hong Kong-based research firm Media Partners Asia, the DTH active subscriber base in India will increase from 37 million in 2013 to 60 million by 2018 and 75 million by 2023. By launching innovative mobile solutions for its 300,000 dealers, Tata Sky aims to add more subscribers and gain market share.
With more than 50,000 downloads since its launch, the mSales app creates new cost efficiencies by decreasing help desk calls to manage existing customer needs, and streamlines processes for establishing new accounts. With simplified access to customer analytics, dealers and distributors can better engage customers with more targeted, personalized products and services.
“With IBM’s deep mobile and industry expertise we have gained a trusted partner for mobile solutions. The Tata Sky mSales app is one of the few examples of how mobile handsets can help us overcome business challenges thereby opening new markets and creating more valuable customer interactions,” said Tata Sky chief information officer Ravishanker.
Advancing clients’ digital transformation strategies, the IBM MobileFirst portfolio of solutions can be integrated as a part of a hybrid cloud solution that combines public and private cloud elements with the flexibility to choose and change environments, data and services as needed.
“Service Providers around the world are facing heightened competition as they compete for customer wallet share and loyalty. Creating personalized customer interactions is critical for extending those relationships and identifying new business opportunities. With the IBM MobileFirst Platform, Tata Sky can take advantage of new growth opportunities in untapped markets and easily scale the number of users and apps being delivered to market to offer differentiated services and get ahead of the competition,” said IBM India and South Asia regional general manager Vanitha Narayanan.
The IBM MobileFirst Platform is available from Bluemix, IBM’s cloud development platform, or via on-premises deployment. IBM total cloud revenue – covering public, private and hybrid engagements – was $7.7 billion over the previous 12 months at the end of March 2015; it grew more than 60 per cent in the first quarter 2015.
DTH
Dish TV launches ‘Kuch chhota sa’ campaign for TV flexibilit
New campaign highlights 190+ channels, Always-On service, Rs 99 Freedom Pack.
MUMBAI- Sometimes, the smallest remote click can fix the biggest daily friction and Dish TV is betting on exactly that insight. The company has rolled out a new campaign built around the thought ‘Kuch chhota sa karne par, life hogi behtar’, turning everyday viewing annoyances into a case for simpler, more reliable television access.
The campaign taps into a familiar household reality: millions of viewers continue to rely on free-to-air channels but increasingly want the flexibility of premium content, often ending up with a patchy and inconsistent viewing experience. Dish TV positions itself as the middle path—a structured yet flexible alternative that promises continuity without complexity. At its core is the pitch of an “Always-On” service, designed to keep content accessible even when recharge timelines slip, effectively reducing one of the most common friction points in DTH consumption.
To strengthen this proposition, the platform is offering access to over 190 channels, alongside a flexible pricing hook through its Freedom Pack, starting at Rs 99. The pack is positioned as a seasonal companion particularly relevant during high-engagement periods such as cricket tournaments, school holidays and festive windows, when content consumption spikes but users may not want long-term commitments.
Conceptualised by Enormous, the campaign unfolds through two master films and three short edits rooted in slice-of-life storytelling. From a husband quietly navigating around his sleeping wife to siblings striking a compromise over a coveted window seat, the narratives lean into humour and relatability rather than heavy messaging. The underlying idea remains consistent: small adjustments can meaningfully improve everyday experiences.
The rollout spans a full 360-degree media mix, including television, digital platforms, on-ground activations, point-of-sale visibility, Google Display Network placements and influencer-led content, signalling a push for both scale and contextual engagement.
As viewing habits continue to evolve in a hybrid ecosystem of free and paid content, Dish TV’s latest play reflects a broader industry shift where reliability and flexibility are increasingly positioned as differentiators, not just add-ons. In a market crowded with choice, the brand’s wager is simple: sometimes, it’s the smallest tweak that keeps audiences tuned in.
