The document discusses strategies for mobile service providers to increase adoption of 3G services in India. It emphasizes that people buy perceived products and services rather than technology itself. The key strategies proposed are to educate people on internet and email services, partner with other organizations, innovate service offerings tailored to people's primary needs, focus on rural areas, and communicate effectively to generate interest. Penetration of devices and connectivity must be the priority, as usage will follow once basic access is established.

1. 3G, The Next Steps
gGg

2. Perception – Service provider
Service
provider
thinks 3G as
the next
killer
product.

3. How people perceive
People
perceive
the product
as just
another
service

4. How they should perceive
A new
Member of
family
who might
change their
world

5. Don’t think Speed & Data
Think
Services
People buy perceived product
85% of Indian population
doesn’t worry about speed, they
don’t have basic internet access.
Broadband users constitute only
1% of Indian population.
How will you tell the rest of
population what internet is?
Unless they experience internet
speed is immaterial.

6. Address primary needs
People need services,
A helping hand.
3G Data connection
is just another
enabler of internet
services.
It is a Pipe to deliver

7. Don’t shout 3G, shout services.
People bother about
telephone connection and
not how it is wired.
Anything other than
primary services is
secondary to people.
Sell primary product
which is
portals/email/others .
3G adoption will follow.

8. India is not a Developed economy

9. The Cities are also not very well wired.

10. Understand people who you are addressing

11. Create value

12. One
plan
for all
will take you
Nowhere

13. A panoramic view of a huge market may not help much in
reaching out.

14. Innovate on service offerings

15. Leverage Global best
practices as well.

16. Yes, Corporate customer will
remain your best users

17. Capture City
users,
Give them
experience
of a lifetime.

18. Enable food courts on 3G Wifi

19. Enable Malls
with 3G
experience

20. Capture Resident Welfare Associations

21. Capturing cities is
fine, But the task is
to Enable
rural India.
Let’s see how we
can do that.

22. Enable beyond mobility
According to Wiki.answers.com 74% of Indians
live in 638,365 different villages. 236,004
Indian villages have a population less than 500.
Don’t think only mobile
Target one who is a middleman
Cyber café is a great link between people and
computers. There is great deal of work done
by govt. of India to enable IT. Participate.
Enable cyber café
Enable Connectivity to last mile

23. Products + Service
Sell Primary Products
Books / Primary Education
Apps can be your product
bundled with 3G services.
Get more products bundled
with 3G. People will buy
Bundled products than only
connectivity.
Sell the use case.

24. Marry Data & Phone
Unless you sell Data Preactivated with phone in
spite of people using or not using it the
penetration of data will not increase.
Let customer choose the right opportunity to
start the usage. He shouldn’t knock your door to
know when to activate.
Don’t over sell the plans/activations.
Sell services like internet banking along
with banks.

25. Sell computers for Data Connections
Yes, this is a different approach.
But India needs a different
treatment.
Only Mobile will not help reach 3G
desired usage & Penetration. When
companies can bundle a Rs.40,000 I
phone, they can bundle a Rs. 15,000
computer as well with a data card.
Bundle computer on 3G Data
card. Charge the Data usage
clubbed with Computer’s EMI.

26. Educate on Internet & Email
According to ministry of statistics, India
posts managed more than 52 million of
letters/postcards alone in 2009. could be a
little less today.
Help people know significance of E mail and
other internet led services, unless they
understand they will not appreciate 3G and
data services.
Educate people, organise sessions if needed.
Tie up with schools, collages and NGO to
drive the message. Keep monitoring.

27. Laptop/Computers to schools
Govt. of India Spends billions on education.
80% of all schools are government schools.
In spite of that
in India out of 16 Lac Schools ,average
computers in schools are only 13.43 %.
http://schoolofeducators.com/2008/08/stati
stics-of-schools-in-india/
Will you Give free/discounted
computers along with a paid connection
on a plan. which will cover your costs as
well. You may tie up with hardware
companies to get the minimum costs.

28. Special price plan for students
Reach out to students in India.
According to Govt. there are
1,232,738 enrollment's for higher
education in 2009. Should be a bit
higher number today. This doesn’t
include the open schools and
distance learning.
In 13.5 lacs recognised schools and
colleges total student strength was
256 million and out of which 118
million were woman.
Will service companies enable a
low cost 3G connection for these
students.

29. Special plan for Family
India has
246.6 million households, they
call for a special 3G plan which
fits their budget and income
levels.
Make services for households.
Sell services and products.

30. Entertain people
According to study conducted by
Assocham and Deloitte, Television
market in India in 2010 alone was
Total = US$ 6.21 billion. Television
subscription accounted for 63% of
the revenues.
3G can get mobile TV and
desktop TV for every
household at nominal pricing.
Price only Mobile TV and see if
it get’s adopted. Follow the
strategy of pricing the one
product alone.

31. Address woman
Woman population in India is
590 Million.
Yet, how many of Data
connections are sold to
them?
Have a separate product for
woman and their needs.
Launch a special phone/tablet
or may be a computer for
woman.

32. Cyber café
Approx 300,000 cyber
café provide access to
60% of internet
population in India.
Will you enable more
Cyber café with the
help of Govt. or may be
alone.

33. Help Run Small Businesses
Self Employment
More in Under developed states Bihar
(61%), UP (69%), Rajasthan (70 %)
Low in developed states like Kerala
(42%), Delhi (38%) and Goa (34%).
Help them pay tax on internet. Find
customers, find skilled workers or may
be find another job.
Take to them the new business
software and use of 3G in growing their
businesses.

34. Strategic Tie ups, Associations
Service provider should tie up
with computer companies,
phone and tablet
manufactures, NGO,
Government and other
associations to drive the
Connectivity to the last
person.
Don’t Run alone.
Drive together.

35. Worry about penetration of Devices and adoption ,
Usage will follow.

36. That’s not
All,
A Few things more

37. Communication is
important

38. Don’t rely
on
poster/bills
based
promotions

39. Wall paintings may not be
the right medium to reach

40. Generate
curiosity

41. Word of mouth; yes for sure

42. Public
screening
will help

43. Allow people to reach out
to you

44. Capture Small
towns

45. Make local
user a
celebrity

46. Don’t Rush
(This is not a marketing attempt, It’s an attempt for adoption of service.
It will take time. )

47. Let people
Connect
and talk
about it.

48. Summary
People Buy Services
Educate them
Strategic Tie ups
Innovate on service offerings
Worry about penetration
Go Rural
Internet Adoption is the key
Communicate effectively
All this and a little more, people will
bring 3G home.

49. Welcome Aboard to
the exiting journey
of 3G

50. Will take
you
places

51. https://www.facebook.com/groups/VASContent/
Chandan Mishra
Wireless Telecom professional
New Delhi - India
http://in.linkedin.com/in/chandanmishra
mishrachandank@hotmail.com
&
Kamna pandey
Wireless Telecom professional
Let’s connect
Your thoughts are welcome

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