Does VAS Appeal to anyone...?

Can VAS ever be a Mass appeal product or meant for Classes? Is it for Rich or Poor? Does it have anything to do with the Region - developed / developing? Is it plain Euphoria or sustainable? Well, well, well... Lots of questions and we do have answers and no, not from any whims or fancies of a consultant, on actual REAL data.....

Teaser - Would an average urbane Delhite use ringtone/music more than a rustic Bihari Babu? or a sleepy village in the desert(ed) Rajasthan be more inclined to know bollywood affairs then a socialite of Mumbai ?

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It is simple. No surprise. You were of course right....!!!! Yes ... Trophy Goes to the land of Lalu and Forts.. Why?

Well, it is interesting to know that part too!

In a social setup, human needs are enhanced or curbed by social norms, culture, environment etc etc.. It kind of "conditions" human to live within the LIMITATIONS ... (remember the impact of conditioning on the Elephant in circus! tied with a innocous chain, it does not even try its might to break free...).

But, people who are dis-satisfied with this social setup and are BOLD enough, move to greener pastures... That is how you find lots of migrant labour (both the illiterate and highly literate) across the country and Globe.... But this BOLD enough is only a fraction of the total dis-satisfied lot, who are waiting for the CHANGE at the same place.. It is not hidden that in last 10 years, their has been change at a rapid pace across sectors and telecom has revolutionised the whole thing (from 1.8% penetration to 21% penetration) at the most affordable rate in the World.

So, what does this mean? It allowed people to communicate and EXPLORE.. It allowed that dis-satisfied lot to enjoy all that was not allowed ... Like no power, no television, but with mobile, music whets that latent need... Social taboo on taking the friend out, mobile chatting fulfils that... No hang-out places for new friends, mobile dating (find-a-friend) allows exactly that... Missing out on even going out to theatre (and filmi gup-shup), all of it gets fulfilled with phone through news, movie-gossips, latest ringtones and wallpapers (all colours)... Suddenly, you start feeling contemporary

That just explains why a Bihar - full of all possible issues from very limited entertainment means, to very limited time (no no after dark at most places), to hanging-out (forget it!), electricity (its a luxury item again) - by and large - all reasons for huge uptake of via-medium of VAS through mobile phone!

What a change (telecom - VAS) simple thing (mobile) brings to life of so many people....

And if usage trends are any indications, it is helping far too many people and thus, VAS has taken a centre stage and suddenly looks like a Compelling Mass appeal portfolio..

Well, as they say, Life is Stranger than Fiction, any-day!

Regards

Saket