The Airtel Voice SMS ad (below) is now being regularly aired on most Indian TV channels.
I found it surprising that Airtel seems to be targeting this service at the middle or the top layers of the socio-economic pyramid. Given the general perception that those in the ‘Base of the Pyramid‘ are more likely to need and use voice-based features on mobile phones, I’d have thought Airtel would go after the BoP audience (probably in addition to other segments). It’d be interesting to test this service with BoP users and see whether they’d take to it.
On another note…
Is this also an attempt at changing the typical Indian phone usage behaviour — the innate unwillingness to use voice mail on phones (I’ve heard various theories on this one, will save that for a different post)? It’s still early days, but I still don’t see any sign of a dramatic change in that behaviour!
Also, I realized there is a basic usability issue with the way one has to record the voice message. To send a voice message, one has to dial * and then the number. Which means, I can’t use the “Contacts” on my phone to send a voice message!! And given how dependent we are now on our Contacts, this is so unusable!
Posted in Business, India, Marketing, Mobile, Technology
Tagged Base of Pyramid, BoP, India, Innovation, Marketing, Mobile, SMS
There’s a bit of a discussion started on Niti’s blog about a “whole new web”. Check out the comments there, and pls read my earlier post about our research preview (if you haven’t previously), for additional context to some of my comments.
At last, here’s a research preview (.PPS file | 2MB) of something we’ve been working on lately. In the spirit of ‘open source’, we are keen on sharing some of the work we do (with commissioned research, we don’t have that luxury of course). The idea is to create a dialogue, share ideas, thoughts among fellow practitioners in the research space, and with non-researchers from any discipline/background.
Here’s a brief introduction…
In addition to commissioned research projects, we, at Onward, also conduct on-going research across a variety of topics that may impact Technology, Mobile and Retail industries in emerging markets like India.
This presentation is a preview of a study that we are currently engaged in. The study is aimed at identifying the usage of mobile phones among the ‘Bottom of the Pyramid’ (BoP) users, especially those who use mobile phones as a way to sustain/grow their livelihood. We intend to document the users’ key behaviour patterns, trends and needs with respect to communication devices.
We would love to hear your thoughts/feedback/questions/comments. Your inputs will be really useful as we continue to dive deeper into this topic.
Posted in Bangalore, Bottom of Pyramid, Business, Culture, Design, Ethnography, India, Mobile, Research
Tagged Bangalore, BoP, Bottom of the Pyramid, Emerging Markets, Ethnography, India, Onward, Research