New Delhi: At a time when most of the mobile
operators are looking at rural market as next opportunity for
growth, a study by global IT and consulting giant Accenture
has said the service providers lack insight into rural
consumers' preferences.
"Our research shows that mobile operators need to develop
a more accurate understanding of the mobile value propositions
in the rural communities if they are to achieve profitable
growth through rural expansion," Accenture India Lead
(Communications and Hi-tech group) Kumar Ranjan said.
With the urban markets having near or more than 100 per
cent tele density, the operators are looking at rural India to
replicate the success story but what business model should
they adopt would require an in-depth analysis of consumer
needs and also investments to be made by telecom firms.
Telecom providers, Kumar said, are yet to create and
implement business models capable of driving sustained
profitable growth.
According to the survey, cost of mobile handset emerged
as the top most factor which prevented rural consumers to opt
for mobile connection.
Kumar said rural consumers perceive Rs 500-100 as an
affordable price for handsets.
Rural consumers also said that want handset with features
like camera, dust resistant, torch light and the long battery
life for an affordable price, Accenture said quoting the
survey.
Bureau Report
First Published: Wednesday, November 11, 2009, 21:22