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The new frontier in Telecom in India, know how a Telco and partner companies should approach 3G as a service.
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3G, The Next Steps
Service provider
thinks 3G as the next
killer product.
Perception – Service provider
People perceive
the product as just
another service
How people perceive
A new Member of
family who might
change their
world
How they should perceive
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.
Don’t think Speed & Data
People need services, A helping hand.
3G Data connection is just another
enabler of internet
services.
It is a Pipe to deliver
Address primary needs
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.
Don’t shout 3G, shout services.
India is not a Developed economy
The Cities are also not very well wired.
Understand people who you are addressing
Create value
One plan for all
will take you
Nowhere
A panoramic view of a huge market may not help much in reaching out.
Innovate on service offerings
Leverage Global best practices as well.
Yes, Corporate customer will remain your best users
Capture City users,
Give them
experience of a lifetime.
Enable food courts on 3G Wifi
Enable Malls with 3G
experience
Capture Resident Welfare Associations
Capturing cities is
fine, But the task is to Enable
rural India.
Let’s see how we can do that.
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
Enable beyond mobility
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.
Products + Service
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.
Marry Data & Phone
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.
Sell computers for Data Connections
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.
Educate on Internet & Email
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/statistics-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.
Laptop/Computers to schools
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.
Special price plan for students
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.
Special plan for Family
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.
Entertain people
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.
Address woman
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.
Cyber café
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.
Help Run Small Businesses
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.
Strategic Tie ups, Associations
Worry about penetration of Devices and adoption , Usage will follow.
That’s not All,
A Few things more
Communication is important
Don’t rely on
poster/bills based
promotions
Wall paintings may not be the right medium to reach
Generate curiosity
Word of mouth; yes for sure
Public screening will help
Allow people to reach out to you
Capture Small towns
Make local user a
celebrity
Don’t Rush (This is not a marketing attempt, It’s an attempt for adoption of service.
It will take time. )
Let people Connect and talk about it.
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.
Summary
Welcome Aboard to the exiting journey
of 3G
Will take you
places
Let’s connect Your thoughts are welcome
Chandan Mishra Wireless Telecom professional
New Delhi - India http://in.linkedin.com/in/chandanmishra
&
Kamna pandey Wireless Telecom professional
https://www.facebook.com/groups/VASContent/
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