India has a 900 million mobile user base. Many Indian companies have discovered a cost-effective, personalized way to reach out to their customers - via a missed call from their mobile. It is cost-effective because they don't have to develop a full blown IVR and their customers love it because they are not paying anything to engage with the brand. Economic Times estimates that this is a Rs 500 crore business opportunity for banks, FMCG majors & even political parties.
Here's how some companies are utilizing a "missed call" from a customer's mobile as an event trigger to provide helpful services:
- ICICI Bank customers can give missed call to a particular number and get their account balance status as a text message, instantly. Dial another number, you'll get mini-statements delivered to your inbox.
- A Marathi daily has started a campaign asking its readers to give a missed call to a particular number to renew their subscriptions.
- BMG Cinemas, the first multiplex in Rewari, Haryana, has tied up with IMImobile to use the 'missed call' tool. Rewari residents now give a missed call to a BMG Cinema number and get an instant SMS on the movies that are currently being played across its four screens.
- IMImobile is putting in place a similar setup for Chennai's largest cinema complex —Satyam Cinemas — where customer would even be able find the seat availability on that day across its six theatres.
- Veerchand Bothra, the Chief Strategy officer of Netcore Solutions, that executed a popular missed-call project for HUL, says that it can also be used as a mobile verification tool and can be a substitute for physical presence or signature.
- The India Against Corruption campaign used the 'missed call' route to garner the support of 250 lakh people within 180 days.
- Over 10 lakh farmers in Karnataka, Gujarat and Andhra Pradesh have availed of a service to give a missed call on a number to get an SMS of daily prices of about 24 crops in their Mandis.
- I received a text message from TaxiForSure, a cab service I availed in Bangalore, with 3 different phone numbers to which I could give a "missed call" to convey if I liked or disliked their service or say thanks.
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