Why ‘Missed Call’ Marketing Has Taken Hold In India

Why ‘Missed Call’ Marketing Has Taken Hold In India

Some analysts were surprised when India emerged second globally in the number of mobile subscribers (1 billion plus). It had overtaken the U.S. in 2015; China is the leader on this metric.

In the U.S., consumers are generally able to afford cell phone service. In India, however, recent census data shows that 75% of the population earns less than Rs. 5,000 ($75) a month. So how many people can afford their monthly mobile bill?

Surprisingly,...

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