>
RURAL SERVICES MARKETING
<
CHAPTER 10
241
The real-time information helps farmers to optimize their re-
turns, and encourages rural consumers to pay for the services, as
demonstrated by VAS providers like Reuters Market Light (RML).
Some of the key initiatives for VAS in rural markets are Reuters
Market Light, IFFCO Kisaan Sanchar Ltd, and Nokia life tools.
Reuters Market Light
Reuters Market Light (RML) is the first highly personalized, pro-
fessional mobile phone-based information service for farmers
in India. It was started in Maharashtra in April 2007 on a trial
basis; by 2009, the company had sold subscriptions to over 1.4 ...
Get Rural Marketing, 3rd Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
