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Rkm aam aadmi  mica
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Rkm aam aadmi mica






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Rkm aam aadmi  mica Rkm aam aadmi mica Presentation Transcript

  • “I need to talk to my relatives in other village but signal is very bad. What is the use of buying a mobile?” “My husband works in town. How do I talk to him? Call rates are so high!!” “What else mobile can offer except voice calling? I have a landline to do the same.”
  • Research Aim • Aims at Young Rural mobile phone users Research Objective & Design • Rural Telephony in Unjha, Ahmedabad. • Usage of mobile phone in village in relation to their socio-economic & cultural context. Research Approach- Methods & Tools • • Observation Method In Depth Interviews Information Areas • • • Exposure to mobile phone services Usage patterns & features used Value Added Services Availability & Usage Design of Study • • The study would focus on Unjha, Ahmedabad. The research is a expolatory study along with Rapid Rural Appraisal. No. of Respondents : 7-10 Conclusion of Research The study represents usage of mobile phones within youth/adults in rural India for : • Entertainment • Pleasure-Seeking activities • Cheating and Socializing Few Research Findings • • • Mobile has become a very powerful social and economical function. Youth adult seeks pleasure and sexual arousal from the usage of mobile phones. Youth are extensive consumers of VAS content like music, games and at times porn content at internet.
  • The Current Telecom Industry Presence in Rural India Indian Telecom Industry in Rural Market– Basic Industry Structure *  India has more than 429.7 million subscribers and plans to reach 771 million by 2013  Wireless Subscribers are 391.76 million.  Rural Wireless Subscribers are 109.71 million –  72 percent of India’s population of 1.16 billion lives in rural areas.  40 percent of new mobile subscribers now coming from the rural areas.  Potential 70-80 million new subscribers can add over 2010-2011.  More than 10 percent already use more than three multimedia services, such as text alerts, games, and downloads of music, ringtones and wallpapers.  1 million rural consumers use the mobile internet via their mobile phones, with young people and businessmen being the early adopters *Source : TRAI 4
  • Demand and Supply Demand: Supply : 1. Low Tariff rates Focusing on 2. Good Connectivity 1. Network coverage 3. Cheap Value Added Services 2. Customer service 3. Low tariff plans 4. Easy availability Demand Drivers • • • • • Rising purchasing power giving rise to services such as banking, communications, insurance, education, housing, health care, utilities and entertainment. Changing consumer habits in terms of awareness of brands and growing aspirations Increased access to information and communication technology. Increased government programmes to boost the rural economy. Gradual progress due to Government initiatives and NGO partnerships with Private players. 200 million out of 700 million rural population in India are engaged in agricultural and non agricultural activities, and have decent per capita income.( Associated Chambers of Commerce and Industry of India (ASSOCHAM).
  • SWOT Analysis: Indian Telecom Industry in Rural Market STRENGTHS 1. 2. 3. 4. 5. 6. 7. WEAKNESSES :- Huge Customer potential - Rural Tele-density 1. 21%. High Growth Rate. CARG of telecom sector : 19% 2. Allowed FDI limit ranging from 74% to 100%. 3. High return on Investment. Liberalization efforts by Govt. Lower capital expenditure The Indian telecom market-high density area more population per tower- lower capital expenditure cost. Poor telecommunication infrastructure. E.g : Large No. of call drops Most competitive market in India. Late Adaptors of technology. Eg 3G Technology OPPURTUNITIES THREATS 1. 1. 2. 2. 3. Under-penetrated rural markets -- at about 15% 70% of all new subscribers will come from rural areas. More scope in content related services, since the Indian rural consumer is influenced by local culture. Value added Services (VAS).Mobile banking, Mobile Ticketing,3G Telecom services etc. 3. Lower Income & Less tech savvy user Declining ARPU (average Revenue per user) E.g. price wars like per-second billing which is deflating revenues and making sure the survival of the fittest. Partiality on the part of the Govt. E.g. Allowing 3G service in a PSU (MTNL,BSNL) before auctioning to Private sector
  • Current Industry Scenario : Rural Uprising *  Rural mobile users spend about a tenth of their income on telecom.  1 million rural users use MOBILE INTERNET.  10% of total rural markets already use more than 3 multimedia services.  Huge Potential to add up to 70-80 million subscribers in 2010-2011.  Today, only 28% of the subscriber base is contributed by the rural segment." RURAL URBAN POPULATION 72.20 % 27.80 % TELEDENSITY 25%* >110 %*
  • Major Players in Telecom Industry : Eyeing Rural Market  Currently India has about 17 active mobile phone service providers  If companies need to build a success story in rural markets they need to ground themselves firmly in rural perception, values & tradition  Need to gain Trust & confidence of rural masses.  Bharti Airtel, Reliance Communications and Vodofone Essar have tapped most of the rural market.  Spice Telecom is a new entrant, which has launched local market rates for Karnataka to connect with its customers
  • Competitive Market Analysis • • • • Vodafone Essar and Samsung ‘s “solar powered mobile phones” to address the problems of recharging mobile phones in rural areas where electricity supply is erratic and unreliable. Spice telecom will launch local market rates for commodities across Karnataka to connect with its rural customers. It already has a footprint and provides localized content in Punjabi and Kannada. Airtel’s rural startup package offers – Its customers a Motorola handset for Rs.1599. – Recharge cards come in a minimum denomination of Rs. 10, which could also target the daily wage earners. – It plans to expand its network by another 5000 through cigarette and paan sellers. – Partnered with Nokia to develop handsets that provide menu and SMS features in Kannada language priced at 1200 for the monochrome model and 1560 for the color handset. – Plan entitles the consumer with lifetime validity and local calling at Re. 1 per minute and STD calling at Rs. 1.50 perminute. The handset is additionally built with Kannada portal where they can access information in Kannada and enjoy entertainment services like songs, jokes, dialogues and Caller Ring Back Tunes (CRBT). – Partnered with Indian Farmers Fertilizer Cooperation Ltd. (IFFCO) and together launched a company called IFFCO Kisan Sanchar Limited (IKSL) specially designed for farmers of IFFCO societies Reuters Market Light (RML) a mobile service initiative . It offers the much-needed relevant market information about prices, weather, etc to the farmers through the mobile phone network.
  • Value Added Services • • Value-added services for wireless subscribers in India’s rural areas can generate a revenue of $835 million for regional service providers in 2014 Market for value added services is as high as 70 % of households in rural India  Reuters Market Light (RML)  IFFCO Kisan Sanchar Limited  Soochna Se Samadhan  Mandi on Mobile service Key Players in VAS  Fisher Friend project  LifeTools * Source : Analysys ( News- Alert ) Mason