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Mohammad Chowdhury
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An Early and Sneak Peek into the Consumer Value of Mobile Telephony

Over 2000 consumers across India were asked in a recent survey what the value of mobile telephony was to them, and the two highest scoring answers were: “It has given me a feeling of security” and “It has kept me in touch with my family.”   These responses outscored the others by some (see below).

Figure_1

The respondents to a recent survey conducted by my team and the Indian Institute of Management Ahmedabad spanned all the SEC groups and came from six locations around India.  I wonder whether this shows that in today’s age, regardless of what people do and how much they earn, our handiest communications tool is most valuable in keeping us safe and in touch with our loved ones.  Consistent with the family theme, more regard the mobile as a social tool than either an economic or a personal one (see results below).

Figure_2

Here I try not to “judge” the results, but rather like a good Monet painting, let them stand out and speak for themselves.  So I’ll resist offering an opinion except to say that this is food for thought for telecom marketers, given how little focus we see from marketing campaigns on mobile as a tool for security and managing uncertainty.

Expect a more detailed post from me soon analyzing the responses and their implications for mobile marketers in India.

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Interesting survey. It would be interesting to see the detailed survey results. The top pointers about security and keeping in touch with family, though relevant, seem to be focused views of specific user groups. An analysis based upon the survey participant category/segment versus their views might throw some more light on the subject. Having said that, the article makes a strong and resonating point regarding the marketing campaign focus areas.
Indeed the survey results do reveal important differences between different groups. This highlights the broader point that there is much more to segmentation than analysing customer usage and spend data! The survey illustrates how big an opportunity big data could be for telcos. Thanks for reading!
 
 
Mohammad Chowdhury
Mohammad Chowdhury is PwC India's Telecom, Media and Technology Industry Leader and a member of the global executive team. He moved to India following senior roles in Vodafone, IBM and previously PwC where he started his career on the graduate scheme for economists. From London, Mohammad ran Vodafone Group strategy across emerging markets, and from Cairo served on Vodafone Egypt's executive team just before the Arab Spring. At IBM, he set up the corporation's first global telecom solution centre in Bangalore, and at PwC directed the firm's account at the World Bank in Washington, D.C., and the firm's telecoms privatisation and restructuring work in Eastern Europe, Middle East and Africa. Mohammad served as the lead adviser to telecom sector reform in countries as diverse as Saudi Arabia, Zimbabwe, Ethiopia, Slovakia and Slovenia. He is a leading commentator for the Financial Times, BBC, TV-18, NDTV and other media.

Mohammad has worked in 72 countries, lived in 7 and speaks 6 languages. He has a BA in Politics, Philosophy and Economics from Oxford University, an MPhil in Economics from Cambridge University, and executive training in strategy from Harvard Business School. He was born in London, has family origins in Bangladesh, and lives in Mumbai with his wife and five-year old son.
 
 
 
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November 27, 2013 23:19 pm by Mohammad
Indeed the survey results do reveal important differences between different groups. This highlights the broader point that there is much more to segmentation than analysing customer usage and spend data! The survey illustrates how big an opportunity big data could be for telcos. Thanks for reading!
November 27, 2013 11:13 am by Sumit Srivastava
Interesting survey. It would be interesting to see the detailed survey results. The top pointers about security and keeping in touch with family, though relevant, seem to be focused views of specific user groups. An analysis based upon the survey participant category/segment versus their views might...