It is a very well known fact that
the mobile phones have revolutionised the way of communication in India. India
has the second largest mobile penetration in the world.
One of the major factors that
triggered this growth, apart from the techno savvy youth and urban users, the
real penetration was due to the usage of mobile phones in the subsistence
market places. This has been validated by lot of research papers on the impact
of technology and consumer behaviour in the Subsistence Market places. This
means that people at the lower base of the pyramid found a good use of the
mobile phones favourable to them. Despite the cost attached to it, people found
it to actually increase their productivity or help in maximising their
revenues. This actually led to the huge increase in the customer base ranging
from Auto-rickshaw drivers, peons, servant maids, to priests and teachers.
In this process, the most interesting
concept that got invented was the concept of missed call. “Give me a missed
call” became as popular as saying, “Hello, How are you”! A unique concept prevalent
only in India, and this actually helped people in increasing their productivity
and their revenues. Perhaps this was one crucial factor in driving the mobile
penetration growth in India.
As they say, Necessity is the
Mother of Invention!
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