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Local language factor
43% of rural non-users of the Internet would adopt the medium if the content was provided in local language.
Reaching media dark areas: Missed calls & SMS
Twitter: “We have seen users from all corners of India, many of whom have never experienced the mobile Internet, picking up their phones and trying to connect to this content because it has become even more accessible”
SMS: 97% read rate, within 15 minutes of delivery
Tipping Point
Technology – a beautiful servant, a dangerous master
“We think that something disastrous will happen if we aren’t constantly checking in”
Online influenced, offline communities
Hyperlocal content
Individualized Context
Content relevant to people’s lives and issues
• Needs
• Geography
• Language
• Maturity
Nuggets + Sharable + Response (anonymous)