(B) case shows how smart managed to implement innovative marketing strategies to serve low-income clients. At the heart of this marketing approach, Smart Load, mobile deals with packet-based pricing (similar to that seen in the fast moving consumer goods (FMCG) world), a revolutionary-Air (OTA) mobile technology overload, and decentralized approach to distribution. Through this strategy, analysts have revised their estimates of market penetration of the maximum 35% of the population, over 70% by 2008. "Hide
by Jamie Anderson, AV Vedpuriswar, Arun Khan Source: ESMT - European School of Management and Technology 9 pages. Publication Date: September 1, 2005. Prod. #: ES0331-PDF-ENG
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