In 2009, the wave of multi- SIMs had just started and subscribers were focusing more on tariffs rather than n etwork coverage/quality (presumably it was too early to decide on network as a key decision factor). During our current visit, there was a marked change in subscriber preferences. Users have become more sophisticated and, rather than just hunting for the cheapest offer, are making more informed decisions centered around network quality/coverage, even if it means paying higher tariffs.
Coverage – General awareness is pretty high to the extent of which towers belong to whom. The incumbents have a large head-start over the new
entrants/dual-technology operators especially when it comes to villages. Our interaction suggest that network quality is the most important aspect and cannot
be offset by attractive schemes/channel push through better dealer commissions.
On-net advantage – The first-mover advantage is being enjoyed by two or three operators given the initial wave of subscriber uptake was led by word-of-mouth as people preferred to own the same service that was used by their close circle of friends/relatives.
NREGA Consumers - The daily wages for unskilled labor is now linked to inflation and is currently at Rs120. This segment now helping support recharge volumes.