China Mobile was the world's leading mobile communications services provider with more than 400 million customers. In some cities, its penetration is more than 100%. With such a huge success, Chairman Wang Jianzhou is exploring ways to expand its customer base. Nearly saturated cities, China Mobile to expand its base of subscribers. Wang believes that further investment in rural China has been one of the key strategies that will help fuel future growth. Already deeply embedded in rural areas based on the company's participation in the government with a mandate "Connect Every Village" project, China Mobile used this foundation and create new products and value added services in order to make their mobile phone network more valuable in the way of life of rural China's population. However, the cost of connecting remote locations was high and often not offset by monthly fees or usage rates of these groups. Will this investment be classified as socially responsible project or is it payback for China Mobile in the future? "Hide
by William C. Kirby, F. Warren McFarlan, Tracy Yuen Manty, GA Donovan Source: Harvard Business School 30 pages. Publication Date: 09 January 2009. Prod. #: 309034-PDF-ENG
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