From bullock carts to techno toys: the telecom explosion at the base of the pyramid
Anjali PuriThe Nielsen Company, Asia Pacific
Ruchika GuptaNokia, India
THE TECHNOPHILIC ASIAN
One of the features that have marked the boom in Asian markets over the last few years is the exponential growth of technology – particularly the mobile telecommunications market. This growth is especially remarkable because it is taking place in hitherto sheltered (and economically constrained) markets, where many basic needs are still unmet for large sections of the population. In India, for example, 70% of the market lives in rural areas,...