Mobinomics

Font Size

Print

Feedback

Email

Discuss

: simple analysis puts the penetration at 100% of all socio economic class A, B and C consumers in metro cities; but this sounds very specious. What about the children and the aged, even if we are to assume that all men and women have mobiles in these cities?

It is undeniable that mobiles have transformed the lives of millions of small traders, vendors and artisans. People who practice a skill like that of a carpenter or a plumber or an electrician, are able to put through a lot more work in a 10-hour work day. The same could be told of tutors, trainers, masseurs, direct vendors and coaches.

Another key beneficiaries are the small traders, who are now in a position to send and reroute their runner boys, cater to smaller orders and more.

I was also pointed out to yet another interesting use of the mobile, especially by young women. They use it as their security blanket, pretty much like Linus of Peanuts fame. The mobile saves them the effort of looking at the men in bus stops, and keep away unwanted attention. If not a call, the mobile is very useful even as a distraction, what with its many features. So the mobile helps the young ladies avoid eye contact with the young admirers. She is no longer alone, the mobile is her security blanket, her friend in need, her companion and yes, even her bodyguard.

So how are mobiles being used around the country, stretching from urban to rural India?

One interesting story brought alive to me the ubiquitous nature of mobile phones. Emergency Management & Research Institute (EMRI) is a pioneering effort of B Ramalinga Raju of Satyam Group. The CEO of EMRI, C Venkat is a seasoned professional who has set up possibly one of the world’s best emergency service. A call to the number 108, from anywhere in Andhra Pradesh, and within a very short time (measured in minutes; 16 minutes average) an ambulance will reach you.

EMRI handles several thousand calls a day (1,00,000 a month), and while touring their impressive facilities I asked them the source/origin of the calls, since all calls are traceable on their system. They confirmed what we have been reading about, almost 99% of the calls come from mobile phones.