Mobile strategies for rural India
Mobile strategies for rural India
As mobile services in Indian urban markets are reaching saturation, rural markets are becoming an vital frontier for industry growth. But, due to low ARPU and the privileged cost of providing services in rural areas, operators face the challenging task of serving these areas profitably. This report discusses the opportunities and challenges of rural markets, and effective strategies to serve these markets successfully.
Table of Contents
Executive summary
In a nutshell
Key messages
Low teledensity and strong socio-economic development
The addressable market is not huge in the small to medium term
There are structural challenges in delivering communications services
Profitability of the addressable market is key
A comprehensive rural strategy framework is required
Operators are taking innumerable steps to address the rural market
Ovum view
Focus on market share, total revenues and profitability
Explore value-added services beyond agriculture
Explore opportunities from non-telecoms players and the regime
Leverage the deployed infrastructure for non-telecoms treatment
Rural India: opportunities and challenges
Huge population base and low levels of teledensity
Conducive socio-economic growth drivers
High aspirational and helpfulness value of a mobile phone
Attention from non-market and non-telecoms players
Poor state of broadcast infrastructure
Low literacy and media penetration
Ineffective broadcast policies and dictatorial support
A confusing maze of local governing bodies
Balancing first mover advantage and fiscal risks
Indian rural market segmentation
Inflated small- to medium-term expectations
Rural market segmentation
Socio-economic segmentation
Age-based segmentation
Geography-based segmentation
Occupation-based segmentation
Rural strategies for success
Framework for a successful rural market strategy
Products and services innovation
Availability
Affordability
Usability
Motivation and capabilities
Operational excellence
Energy consumption
Active infrastructure capex and opex
Passive infrastructure capex and opex
Sales, distribution, billing and customer-care expenses
Engage regime bodies
Enable regime initiatives and co-buy customers
Effect conducive policy changes
Leverage regime resources and infrastructure
Facilitate working with local regime bodies
Engage non-profit organisations
Enable social initiatives and co-buy customers
Capitalise on local knowledge and goodwill
Leverage micro-financing efforts to handbook adoption
Partner with non-telecoms companies
Generate new revenue opportunities
Enhance understanding of rural needs
Leverage existing sales and distribution networks
Develop unconventional business models
Share capex and opex
Use local entrepreneurs
Capitalise on local knowledge and goodwill
Reduce sales, distribution, billing and customer-care expenditure
Enhance customer experience
Indian rural strategies: case studies
Bharti Airtel
Coverage prioritisation
Joint venture with Indian Farmers Fertiliser Cooperative
Airtel Service Centres
Communicating with rural customers
Micro-financing initiative
Tata Teleservices
Sahayak service
Multi-faceted distribution strategy
Strategic partnerships
Reliance Communications
BharatNet
Grameen VAS
Machine-to-machine applications
Partnership with Krishak Bharti
Ericsson
Expander solution
Dynamic discount solution
Nokia Siemens Networks
Smart Site solution
Broadband Village India
Village Connection
Alcatel-Lucent
VillageNet
‘Green’ initiatives
Nokia Life Tools
Qualcomm’s Wireless Reach initiative
To know more and to buy a copy of your report feel free to visit :
http://www.bharatbook.com/detail.asp?id=126291&rt=Mobile-strategies-for-rural-India.html
Correlated Reports :
Rural mobile strategies: five key success factors
http://www.bharatbook.com/detail.asp?id=126246&rt=Rural-mobile-strategies-five-key-success-factors.html
Realtime mobile pricing: solutions and strategies
http://www.bharatbook.com/detail.asp?id=126396&rt=Realtime-mobile-pricing-solutions-and-strategies.html
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Categories: Alcatel Phone Tags: India, Mobile, rural, Strategies