December 15, 2011
India’s “missed call” mobile ecosystem
India’s Indian cell phone subscribers, of which there are 900 million accounts, have a monthly average revenue per user of $3. So to avoid paying for a call or a text message, they practice the “missed call” ecosystem, using the “ring once, hang up” to signal to someone on the receiving end that they want to communicate with them.
According to GigaOM, an indicator that the missed system has gone fully mainstream is that missed calls are increasingly being used as the basis of entrepreneurial ventures. Google India’s Managing Director Rajan Anandan called “India’s missed call culture” a “massive phenomenon”.
Missed calls are being incorporated into mobile apps and services as a standard type of messaging like a text or an answered call itself.
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