Understanding The "Three Indias": Marketing to India's Low ARPU Mobile Market
A few months ago, while on a cross country drive in India, I met a daily wage farm worker at a village tea shop. I got talking to Ramchandra, and was intrigued to notice a mobile handset in his possession. He said he couldn't do without one: all his 'freelance' work with various farmers happens through the phone.
"If I am not immediately accessible, I lose the already low paying assignment, as simple as that," he explained.
How much does he earn in a month?
"About Rs...