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November 21, 2010

Worst marketing practices of Indian Mobile service operators – Part II


5. Over billing: This is one of the most popular ploy in post paid connections. Simply show lots of excess billing. In most cases the user simply pays off. If he does not it is a matter of conflict and arbitration. In one example the user was given a bill of Rs 16,000/- for a month. The shocked user complains. The reason given was that he was using the push mail service and that he was downloading files every time he used the push mail service. The user clarified that he was using these service and that he was told that he would be charged only Rs 2/- per e-mail service and that he was not told anything about the downloads. After agonizing wait the bill was waived off.
6. Give less on free calls:  The service operators give lots of free call on their own network free. This is used as a carrot to get the users to get their accounts recharged. Sometimes as many as 200 free calls are given in the same network. But critics argue that these are only notional free calls and that the user does not get his quota of 200 free calls. After all no one really count his/her free calls.
8. No proper verification: In the race to get numbers the service operators have given a bye to all rules and regulations. It was a breeze to get new SIM cards in India. One just needed an address proof and one photograph. Getting an address proof in India is very easy. It is rumored that the same address proof was used many times and many SIM cards were issued to many new users including anti social elements. The scam became so big that anti social and terrorist organizations started using multiple SIM cards and confusing the intelligence agencies. The India’s intelligence agencies had enough. They issued a dikrat, shape up or ship out. Scared of getting out of business the service operators have come down heavily on their agents who dish out the SIM cards. It is said that now there is a proper verification of a new user before a SIM card is issued. Let us hope it stays that way.
9. Life time validity: Getting life time validity for a mobile connection was a great motivator. It was assured that life meant life of the user. But it was not the case. It meant the life of the mobile instrument that is 4 to 5 years. Luckily for the customer the market economies have meant that no one is really talking about life time validity. If there was protectionism and if there was no choice for the customers the service operators would have withdrawn the life time validity scheme and would have started collecting monthly rentals charges like they were doing before the starting of the life time validity scheme.
10. Just dial and the ringing time is also shown as call: This happens with my service operator and that too in the post paid scheme. If the number that I am dialing keeps ringing the time ticker starts off. The ringing stops after may be 30 seconds but the time shows “call: 30 seconds”. I fail to understand how the call can be transacted by just calling. In our times the call was supposed to be completed only if the receiver picks up the phone and talks. But maybe that is the cost that we have to pay for modern technology!

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