Understanding the "Three Indias": Marketing to India's low ARPU mobile market

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

Understanding The "Three Indias": Marketing to India's Low ARPU Mobile Market

Anil Thakraney

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

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