A news item titled "Vodafone to educate students on benefits of mobile internet" shows us how markets can effectively close access gaps.
Vodafone India has launched a programme called ‘Gammat Jammat’, aimed at educating rural school children in the state of Maharashtra about the the benefits of mobile internet. To this end they will train over 300 school children and award them certificates of course completion. Simultaneously they will conduct a campaign to create awareness among adults covering 118 villages. Further, they have launched an entry level tariff plan with the same name, which gives concessional internet access and 'a free 30 page booklet containing basic information on some key internet applications and websites that are relevant to rural customers. It has separate sections and applications catering to the requirements of Youth, Farmers, Job seekers, Housewives and Businessmen.'
It is stated that,
"Vodafone says it sees immense growth potential in mobile internet and are exploring options to further accelerate mobile data adoption through penetration, consumption and value addition. Various industry studies indicate a spiralling growth in sales of smartphones, particularly in locations beyond the metros. However, this community is still largely unaware on how they can get the best out of their data enabled handsets, through mobile internet"
Very recently I had written about "M Education and the Demographic Dividend" wherein I had discussed the potential of mobile screens to impart education in developing countries. India is a young country with 54% of the population being under 25. In fact India is often cited as an example of the demographic dividend whereby the larger relative share of working age population has the potential to progress the economy to higher rates of growth. However it has been reported that only 12% of the 38 million internet users in India can access internet on their mobiles. The use of internet/broadband in rural areas can effectively compensate for the lack of various essential services and facilities and affordable smart phones and tariff plans and content in local languages can unlock this potential.
This initiative by a service provider underlines the importance of markets and the need to address the Market Efficiency Gap which in turn leads to a conducive environment for operators to function and serve customers. Once servicing under served segments is seen as an opportunity rather than an obligation the government would need to concentrate only on the actual access gap.