Nomo phobia-Do you suffer from this new medical lexicon" which stands for no mobile phone phobia? The study found that about 58 % of men and 48 % of women suffer from the phobia, and an additional 9 percent feel stressed when their mobile phones are off. The study sampled 2,163 people. 55% of those surveyed cited keeping in touch with friends or family as the main reason that they got anxious when they could not use their mobile phones.
Not able to use a mobile phone usually comes from three facts: Physical distance, dead battery or running out of call balance. In a country like India the third factor becomes even more important as 93 percent of mobile users have opted for prepaid services. This is the reason why service of prepaid mobile recharge has embraced every new technology which can be leveraged to reach the customer leading to an evolution.
Prepaid recharging service evolved from a paper scratch card to the conceptualization of networked recharge where a friend can recharge a friend's mobile phone, thoroughly incorporating the phenomenon of a Social Network. This whole evolution can be modeled as Prepaid mobile Recharge version 1.0 to existing model as Prepaid mobile Recharge version 4.0.
Prepaid mobile Recharge version 2.0 was all about retailer recharging through a cell phone and PR 3.0, recharging through internet gathered pace as web penetration percolated swiftly in Indian roots. Though all four waves exist simultaneously wave 1 of recharge cards has already shown signs of ailment. Logistics issues and telecom technological innovations have enabled the retailers to serve customers without getting into the hassles of scratching the silver lining using a currency coin. Just few pushes of mobile phone keypad powers the consumer with a recharge.
But, When India will radically start moving towards e-commerce; Prepaid Recharge version 2.0 will also start struggling for its survival. Tech savvy Indians will not walk to a corner store for a recharge but would rather opt for Prepaid Recharge version 3.0 more frequently. This online recharging process will empower consumer to a next level. Mobile phone user will have access to the updated information about the consumer promotion schemes at the runtime which he will leverage for his maximum benefit. Prepaid Recharge version 3.0 will facilitate a symbiotic relationship for the service provider and service consumer as the middle man will be eliminated from the process thus leading to better margins and better pricing.
Prepaid Recharge version 4.0 will co-exist with Prepaid Recharge version 3.0 for long until we see some major disruption in the technological space. Prepaid Recharge version 4.0 takes a radical space in Indian setup where human relationships are respected and societies are closely knit. Vodafone recent ad campaign communicating the "sharing and caring" principle of typical Indian household which will always be engaged in barter of goods handsomely generates buzz for networked recharge. Money will flow into the system via Prepaid Recharge version 3.0 and distributed using Prepaid Recharge version 4.0. That is the model we are going to witness in future.
Third Party Online recharge players will have another dimension apart from free offers and coupons to engage consumers. They will be entering into the Multi level marketing space, increasing their customer base exponentially. This will come at a cost of sharing margins but volumes will be huge to compensate on that front. Mobile recharge will always be dynamic and lucrative business landscape but a zone where you have to be on your toes and thinking on your feet as consumer becomes more vigilant and demanding. Technology will always be the key to conquer!!
Anamika Ghosh is one of those modern homemakers who like to be aware of the technology solutions available to them to make things easy for them and their families. Anamika has been blogging actively about gadgets and online prepaid recharge services. Some of her blog posts have been noticed and quoted by the mainstream media.
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