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Aircel

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  • 1. f' Aircel, mobile a phoneserviceproviderin India which offers both contacted informationn different ervice for o s providers, Aftercolallthe required information, thebuyer wouldrequest some prepaid andpostpaid GSMcellular phonecoverage.commenced lecting of to operations1999,It becamethe leadingoperatorin TamilNadu friendsof hiswithan understanding technology accompany in within 8months, 1 Itsubsequently launched servicesin 18 circles, himtothenearby its town, here w hewould getmore product andbrand genuine roducts. p anda warranty, The company decided extendits operationsto rural areas.and choice, to fentheneed understand rural ecosystemwith referenceto to the TheSIMwasbought fromthevillage retailer hogave w suggestions present practicesegardingmobileservicedeliveryand customer r totheservice provider onthebestsignal. andhelped withthedocuexpectation. mapping the future practicesof an elevatedcus- mentation. for tomer service deliverymodel.In 2009. it commissionedMARTto studyheusage, ttitudeand behaviourtowards different mobile Initially phone t a the wasusedlikea landline it always as remained phone services. identify problems the inthe servicedeliveryof differ- at hometo be usedby the entirefamily. utsubsequently. B when ent perators, o identify futurecommunication information and needs. another obile m waspurchasedythefamily.hefirstonebecame b t and understand retailer ehaviour. b thepersonal phone ofthechiefwage earner. whocarried withhim it The study asconducted UttarPradesh. est BengalandTamil w in W Nadu, focusmarkets. herespondentsegments their T coveredwere consumers, keyopinion leaders and retailers.Participatory rural appraisal, focusGroupdiscussions, ndin-depthinterviewswere mini a used tounderstand ruralecosystem. the wherever hewent Afterthestudy. Aircellearnt thatcoverage isthefirstcriteria consideredbythe consumer whiledeciding upona service provider. is It important todevelop last-mileeach a r sothatthebrand reaches the doorstepftheconsumer. o Forthe"last-mile reach", Aircel eeds n to retailer" formatnaddition i totheregular istributord The purchase process studied revealed thatthe needfor a mobile usethe"mobile formatTheyalsorealized thatsimpleschemes akefor m connection triggeredythechiefwageearner rtheyouthin retailer was b o consumers. the household. Friends ndrelatives lready a a usingmobiles were happy