Regional variations in adoption of online mobile recharge in india

India various regional areas are catching up and are upbeat with the mobile use and the various mobile recharge options and narrowing the gap. Various mobile holders are now educated and aware about the various online mobile recharge options. However, in spite of technological uptake in various regional ares of India, the urban dwellers are way ahead than the rural ones in terms of mobile usage and online recharge options.

In India, as in other developing countries, rural residents often regard mobile phones as valuable resources to be shared by family members and even by close friends, rather than purely personal devices. While people in tier 1 and tier 2 cities are using online methods to recharge their mobile phones, the scene is different in tier 3 and tier 4 cities where the users continue to use the conventional method for the recharge. Most of them continue going to the store and shops to get the recharge coupons. According to Ministry of Home Affairs’ "Census of India 2011: House listing and Housing Census," nearly 50% of rural households owned a mobile phone, compared to 64% of urban households.

The cost of a mobile phone has decreased so much that even poor villagers can buy their own phones and no longer need to use a shared phone. Not just the recharge, there is a stark difference between the use of mobile phones. As mobile uptake in the country grows, Norton’s "Mobile Survey 2012" suggests that traditional uses of the device remain very basic. Over nine in ten mobile phone users in India use it to text and make calls.The survey also pointed out that text messages are edging out phone calls. Using the phone to take photos and video—a more recent phenomenon—was also extremely popular, with nearly eight in 10 users employing the mobile phone for these purposes.

An important factor in the acceleration of mobile adoption in India has been the introduction of prepaid accounts, which allow users—often with very modest incomes—to pay relatively small amounts (in some cases, as little as INR 30) in advance to keep their mobile service active. Today, in fact, more than 90 percent of Indian mobile subscribers have prepaid plans.

Nonetheless, if India’s mobile phone industry is to continue to grow, it will do so by reaching even more marginal users.

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