From : The Times of India
Gujarat has added the maximum rural mobile phone subscribers in India, according to the latest report by Cellular Operators Association of India (COAI). With a net addition of close to 5 lakh rural subscribers in August, Gujarat has added more subscribers than any state in the country.
The director of the department of telecom (DoT), Gujarat, Rajeev Kushwah attributes the rise in rural subscribers in the state to the saturated urban market. "Most people in villages are ready to lose their existing connection if another operator offers a slight benefit. Besides, it is easier to switch to new operators in rural areas, as the guidelines are stricter in urban areas."
According to reports, Gujarat's rural market has 35.6 lakh homes using cellphones compared to 35.7 lakh urban houses. Telecom operators, who have seen a drop of over 16 lakh subscribers at the end of March 2013 compared to the year ending March 31, 2012, are aggressively tapping the rural market in the state to achieve a balance.
"There is tremendous potential in the rural hinterland of Gujarat. The growing numbers of our mobile subscribers in rural Gujarat is the reflection of unique and aggressive steps taken in order to deepen our rural penetration with key initiatives such as Lal Dukan, Har Gaon Hamara Gaon and easy recharge or top up services," said Brajesh Bajpai, business head, Gujarat, Vodafone India.
Of about 5 crore customers in Gujarat, the overall new net addition on average in the last 10 months has been less than 1 lakh a month, which gives companies a lot of scope in villages that are growing faster in terms of subscriber additions.
"In cities, everyone has a mobile connection - security guards, maids, rickshawallahs, among others. So, who do telecom companies sell to now? That is why telecom companies are looking at tapping newer markets," Kushwah added.
