Case Code : CLCB031
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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Mobile Telephony, Dhirubhai Ambani, Mukesh Ambani, Reliance Group, Reliance Industries Limited (RIL), Subscriber base, Cellular Services, Cellular operators, Status symbol and Monsoon Hungama
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Owning a mobile phone was considered a luxury in India till the late 1990s. However, with the reduction in service charges and the cost of the instrument, the number of mobile phone users in India soon increased. The caselet explains the role played by cellular service providers like Reliance Infocomm in increasing the mobile subscriber base in India.
The Reliance Group took the first step toward realizing this dream in mid-2002 when it launched Reliance Infocomm Ltd., to provide information and communication services...
Questions for Discussion:
1. Reliance Infocomm's 'Monsoon Hungama' scheme unleashed the latent demand for mobile telephony among the lower-income population. What were the unique attributes of the Monsoon Hungama offer that made it so popular?
2. Trace the changes in the perception of mobile phone as a status symbol in India. Has the increase in subscriber base affected the status symbol connotation associated with possession of a mobile phone?