Mobile coverage reaches over 90% of the world's population, but mobile services in traditionally rural, lower-income areas have lagged compared to opportunities in more urban areas. One company in India, Ekgaon, is tapping into the rural market by bringing financial, agricultural, and citizen-oriented mobile services to under-served regions. Vijay Pratap Singh Aditya, CEO of Ekgaon, explained to MobileActive.org how his company developed and evolved over the years.
With a focus on under-served markets, Ekgaon partners with financial institutions, agricultural organizations, NGOs, and corporations to bring mobile services to those who need them. Users of the agricultural system receive personalized and customized soil nutrient management information and crop advice along with weather updates, market information, and alerts; users of the financial services use mobiles to manage savings, remittances, insurance, investments and mortgages; and citizen services allow users to monitor and report on the delivery of government programs.
Explains Aditya, "Earlier, we were very technology-focused, very technology-oriented. We thought the technology will make things work. But over a period of time we understood that technology will not necessarily solve issues, you have to get the technology to work in the [right] context. [...] So we graduated from a technology focus to a user focus." In order to reach their target users, Ekgaon creates tools for basic mobile systems that are accessible to a wide number of rural residents.