Because of the operators and the of course Governments support, the growth is taking off in semi urban and rural areas for the industry. Therefore in near future, majority of new subscribers are expected to come from here. With cell phone operators and mobile phone manufacturers seeing an immense growth potential in the rural sector, they are now devising new ways and trying to grab a larger share of the rural pie. From launching low-cost handsets to bringing down the tariffs and organizing street plays to advertise, the real battle among telecom competitors is now being fought in the rural market.
We will be able to penetrate the market with Voice services offered by the operators. MVAS players will need to focus more on providing value added services for the rural like regional content, outbound calls in regional languages, local news, etc. At the same time one will also need to think that with reach achieved, how is it monetized to its best. Like reducing the distribution cost for a company like HUL using mobile, opening bank accounts without branches but the phone acting as ATM terminals to transact, etc. The post office is the only medium today that has reach to rural today, should all MVAS players/operators not consider the working with these post offices to achieve all of the above?
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