Mera Mobile Case Study

5073 Words 21 Pages
Case Study: Mera Mobile, Mera Saathi
In November 2010, a village in Uttar Pradesh banned unmarried women from using mobile phones. Here, and elsewhere in this region, mobile phones are seen as unwelcome tools that enable women to step beyond the confines of traditional roles and social mores. This explains the concept of behavioral economics. Herein thesocial, cognitive and emotional factors helps in understanding the reason for the economicdecision(to buy or not to buy a mobile) of individuals(women).Mobile penetration among women in many developing markets is consistently low, with just 28% of Indian women in possession of a mobile phone.

In an effort to bridge the mobile gender gap in India, Uninor joined forces with the GSM Association‘s
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Providing an app also offers a tremendous marketing opportunity. Securing a placeholder in customers' Smartphones can help keep a company on the brain, which is especially important in this rocky economy.

Building a simple app can be affordable for most companies. Although a developer might charge
$6,000 to $8,000 to create a typical app, a modest app with fewer features could cost a company less than $2,000, a developer in San Diego. The web site allows users to compare lowest rate quotes from developers.

Here are three ways an app can improve your business:

Attract new customers

Some companies are using Smartphone apps to advertise or expose their service to a new and growing audience. David Wolff, co-founder of Break Down Way, a Pomeroy, Ohio-based online service that provides guitar and bass lessons, says he hopes his soon-to-be-released app will help reel in new customers. Wolff plans to offer about five to 10 free lessons on the app, which is now awaiting approval from Apple. For those who want to keep learning, a subscription for $29.99 a month gives users access to the company's full catalogue of lessons taught by artists including Jorma Kaukonen from Jefferson Airplane and Michael Falzarano from Hot
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Around 73,200 villages with a population of over 2,000 people have been identified to receive mobile-linked basic bank services by March 2012.

The idea is to marry the country‘s 500-million-plus mobile phone network and basic financial services which are often not available in rural areas that have no bank branches. The National Payment Corporation of India, a not-for-profit company that provides low-cost infrastructure for providing payment services among banks, is helping formulate back-end technology solutions. These will link the person‘s mobile number to his no-frills bank account. Eventually, it will be integrated with the unique identity number, once it gets operationalised.

How will this work? One model, successfully tried out in some developing countries, like Kenya, is the banking correspondent (BC) network. The bank appoints a BC in a village, say the kirana shop- owner, and villagers give her their

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