Ag Voice | Smart Phones are reducing the Digital Divide

Internet access on a global scale is still inadequate and is unequally distributed, giving rise to what can be called as a ‘digital divide’. However, with the advent of cheaper smart phones, the barrier causing this rift is eroding. Consumers no longer need costly computing devices to access internet services as was the case half a decade back. As the internet consumption & connectivity has significantly scaled up over the past few years, the technology & devices that support this usage have also evolved drastically. The first digital experience for our generation was on a desktop, a few years later that moved to sleek laptop machines and we witness upcoming generations enjoying their first digital experience using smart phones & tablets that offer connectivity across the globe. There is an inherent need to remain connected everywhere and all the time.

For emerging markets like India, the evolution of smart phones/tablets has led to the creation of a sub-category of products that cater to the masses who wish to afford same services at a cheaper price. Today, one can purchase a smart phone for as low as Rs.5000 and the features offered by the device match up to a high-end phone in most cases. Coupled with internet packages & 3G data being available at highly economical prices, digital penetration has seen taken a rapid stride in the past few years. According to a recent survey by Google and market research firm TNS, Asian countries lead the world in the usage of smart phones to access internet beating their western counterparts. People are now searching for things such as car insurance, movie tickets, flights and hotel bookings thereby taking some Asian markets way ahead of the USA. 

India’s case has also been unique. Smart phones are perceived as devices of change and progress with various political and social campaigns targeting these users to create an impact. Users from remote towns of India can now afford a smart phone & internet, connecting them to the mainline life of the nation as effectively as in any other economy of the world. While a contact list & email were the basic utilities on the phone a few years back, today social networks, chat clients, bank accounts, video streaming, and utility applications etc are available at a tap of a finger.  In short, it is empowering the user with each passing day, narrowing the digital divide that once existed as a glaring challenge. By: Sanjay Tripathy, Senior EVP – Marketing, Product, Digital & Ecommerce, HDFC Life

About The Author

Sanjay Tripathy is Sr. EVP - Marketing, Product, Digital and E-Commerce and member of the Executive management Committee at HDFC Life. His core responsibilities are managing E-commerce, Marketing and Product Strategy, Brand Planning, Advertising, Communication & Media, Customer Insights, Online and Digital Strategy, Customer Analytics, & Corporate communication.

 

 

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