| Topic : New Competitive Landscape in Telecom |
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Indian Telecom Professionals |
Rural Marketing |
TELECOM / ISP PROFESSIONALS |
4 more ...
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Activity:
142 views;
last activity : 07 06 2010 20:18:09 +0000
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Educate and Use!
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PUSH 'not equal to' PULL, HAVE 'not equal to' WANT
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VAS will help the rural telecom customers a lot
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FAST DEVELOPING RURAL AREA'S NEED VAS
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new VAR/VAS programs.... produce better results
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vas is necessary
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The growth will be slow
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I think what needs to be done is to educate the rural user in the need for VAS and what it can do to better his needs on the move!! The most realistic opinion that I have is that the rural user is still fascinated witrh gancy gadgets that he can show off, the mp4 player that he can store songs on etc... But the use of internet on his cell phone is not something thst he is still fond of using!! There is a major percentage in India that needs this education which will give him new ideas of cell phone uses and he can still show off to his friends!! That is my opinion! Thanks for the referral Sonal. :) |
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Rural consumer behaviour is different from an Urban consumer, Urban consumer used to the practice of keeping updating with the fancy gadgets,trying different new features on cell phone where most of the Telecom service provider gets more befit.
The one of the critical factor in rural market is the lack of proper education though the purchasing power is huge to afford buying fancy gadgets for multiple purpose .
Still rural consumer needs to get enough education so far as the functionalities and utilities are concerned .
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For any service to be successful, I think there are 2 simple fundamentals that must be met: PUSH (from Operators) = PULL (by Users), & HAVE (offered by Operators) = WANT (required by Users) All of us are talking with a mindset of PUSHing Services onto the consumers (goes with urban population as well), and even urban population is rejecting most of these services (because they do not want them). Thus is rural population any different ?! Future is very very bright, both in urban & rural markets, the question is which, what, why & how. It is human tendency to reject what is forced onto us, but crave for what we dont have. If we can only create demand (PULL) within the users (urban & rural both) by means of creating an ecosystem of the services, then we are surely to reap benefits. Classic example: Airtel recently tied up with banks to provide Micro-Finance facilities to rural population for handset purchases to start with. This can be leveraged to provide them with access to various other services for their daily lives. Ex #1: extenson of e-Choupal by ITC in MP in all states' talukas Ex #2: Setting up mini-cinemas halls / open air theaters & providing Movies / VoD content / Video Conferencing / e-Education services and charging users with suitable fees. And the list goes on.... Bottom line is, if there is a demand then service(s) would be consumed, given the fact that the user is capable & willing to spend (if WANT = HAVE). |
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Push Pull is a very relevant suggestion in this regards, especially when it comes to VAS. If we want to promote VAS services which are actually based on CONTENT, then we need to know what consumer wants. Going a step further, generic services are a passe now. What is needed now for urban as well a rural consumer is consumer specific (clustering as per consumer behavior and requirement) services. Importantly, offer the consumer only what he actually might be interested in, but NOT ON DEMAND.
Pumping too much and varied information to consumer ultimately results in loss of interest. ON DEMAND information is something operators don't want to wait for. Hence, the only choice is to survey, research, know, store consumer behavioral patterns and requirements, so that right customizes services can be offered to specific users which will evoke their interest, thereby revenue for operators.
Cheers
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In my view, significant growth in the number of users in a rural market could facilitate players to plan services which can help them both. Rural Indian users could enjoy the benefits offered, while the cellular companies could make more money. Companies like Bharti Airtel, Reliance Communications, Vodafone and Idea Cellular plans to increase their average revenue per user. In that situation, nobody would want to waste their time on the internet when he has VAS on his mobile. |
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Central and state govt.are implementing many pro grammes for the development of rural areas as compared to urban development,for this VAS is required ,but the advertiesement is not as it should be. |
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Agree with you sir
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Using the same programs expecting better rutls in not only unfair to your team, but insane. The VAR programs I designed and used in the USA took small ISP/WISP companies and allowed then to compete head to head with major players. It worked fantastic and still does. We teach this type of programs to help our VAR's ( value added resellers) sell more services in more places, reducing operation and marketing costs. Business COOP's fuel the projects into the VAR programs, giving you the best of both worlds at 1/2 the cost or less. That being said, I feel with more Free Enterprise and Business VAR/VAS development, any program can be successful, if the product or service they sell is relaible, valuable, and consistent in quality. This being done, your simply reselling in your business model other services that can attract more business to the group as a whole. The put the groups on profit sharing and you have a win - win - win program, in my opinion. Ted Green Wireless Worlds COOP
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vas will really improve moral of rurals and will bring awareness in them.... |
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look ...in todays market u can purchase a cell ph upto rupees 5000/- in which u can find all the features of gprs......but in case of TV ,in rural areas as a cable operator u cant spread ur network so easily.....bcz there are hills .trees .rivers and many more things in such areas...although if network is 20-30 km wide ,then there are some places where no population exist....in that areas ..cable wire can be theft and it is too costly so no body takes such risks. if there is network there is signal prob, no clarity in signal,so ppl just fed upped with these things....other side u can easily purchase a cell phone,every person is aware of these things now...even a Rickshaw driver is using Music Player phone today....so there is advancement in phone users .now ppl are eager to have latest phones with more features and if they have vas in there phones then it will be really beneficial for them.......and they will move with todays world........
I might disagree with this Vikas as i have seen people in most of the Rural places having TV in their houses and having dish connections too, even with your case when people who don't have a TV will never go for a mobile which will have all the latest things with VAS, they can just go for plain simple Newspaper to know what is happening around them....
look,in rural area most of the ppl dont have media like cable, dish by which they can easily know whts gng around in the world... i think it is not easy to implement such network.....but if they have a cell phone compatible to GPRS at least they can surf the internet and will aware of the things which are gng to happen in their sourrondings or in the world......
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According to me,it takes sometime for the rural market to make use of VAS services.Marketing of these services as per the needs makes the difference here.Most of the VAS services available in the market are designed for high value users. Vendors should come up with new services for rural market thus operators can market them in effective manner. What all they need to do is the case study to realize. Secondly,cost attached with the VAS services is the other factor stopping the people in this regard.So,designing the VAS services for genuine needs of the rural market along with effective marketing would help in generating the revenues from rural market.However,all this can not happen in a day/month, the growth will be slow and steady after some time |
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