The3G technology has the potential to be used for various applications in form of
voiceand data, one of which is video tel...
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3 g technology

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3 g technology

  1. 1. The3G technology has the potential to be used for various applications in form of voiceand data, one of which is video telephony. However, the cost of acquiring this technologyis very high, since it requires a 3G mobile phone connection in a 3G-capable handset,which is not affordable for the low-income segment. Service providers in India werethereforelooking for solutions in terms of business models that could bring this technology withinthe reach of the masses. Ericsson, inconsultation with MART, came up with Aamne Saamne-an access model that innovative shared- could lower the costs for the base of pyramid segment. Its studies showed that there was a significant migration of people from rural areas to urban loca- earn a living, to gain skills, or for education. These migrants stayed in slums or in unauthorizedcolonies in the cities/towns, and remained connected with their families in tions to thevillagethrough telephone/mobile. This migrant segment presented Ericsson with an opportunity bringin the 3G video telephony model. Havingidentifiedthe declining to pca industry as the appropriate channel for this technology, Ericsson converted virtuallydyingPCOsinto public video telephony booths. This way the consumer paid only forthe minutes used, while the actual investment was made by pca owners. A marketingcommunication campaign was designed and implemented to make people more awareand act, which caused a behaviour change in terms of people communicating with eachother. They switched from mobile communication to video communication. This model,initiatedin the Delhi-Biharcircles, is planned to be replicated in other parts ofthe country and in other emerging economies of the world. I

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