Mobile Vaani Media: A Case of Community Engagement through Mobile in India

3 Pages Posted: 13 Jan 2020

See all articles by Toijam Sarika Devi

Toijam Sarika Devi

North Eastern Regional Institute of Science and Technology (NERIST)

Bijoylaxmi Sarmah

North Eastern Regional Institute of Science and Technology (NERIST)

Neeraj Kumar Phookan

North Eastern Regional Institute of Science and Technology (NERIST)

Date Written: January 10, 2020

Abstract

Mobile Vaani is a mobile-based social media platform that uses no internet and connects rural India via community engagement through Interactive voice response (IVR). It is a product of Gram Vaani, a technology community launch by Aaditeshwar Seth, a Professor of IIT Delhi in the year 2009 with a tagline "Social network for Rural India". The aim is to assist communities that were deprived of economic or infrastructural access to technology. The IVR system allows people to dial a number and leave a message about their community, or tune in on to news left by communities. This new Information and Communication Technologies (ICT) media was India's answer to social communication such as YouTube/Face book/ Twitter etc. for the bottom of the pyramid (BoP) section. The study aims at discussing how ICT is addressing transformation in the rural sector of India via mobile-based media platforms and the application of enterprise models and persuades the method in which companies change their framework to meet the requirement placed upon them. A case study method has been using to collect and interpret the information. The case further highlights a few challenges that are currently faced by Mobile Vaani and how to overcome them with appropriate strategies.

Keywords: Business models, Community engagement, Mobile phone, Social media, Sharing information, Strategy

Suggested Citation

Sarika Devi, Toijam and Sarmah, Bijoylaxmi and Kumar Phookan, Neeraj, Mobile Vaani Media: A Case of Community Engagement through Mobile in India (January 10, 2020). Proceedings of the 5th International Conference on Computers & Management Skills (ICCM 2019) | North Eastern Regional Institute of Science & Technology (NERIST), Nirjuli, Arunachal Pradesh, India, Available at SSRN: https://ssrn.com/abstract=3517397 or http://dx.doi.org/10.2139/ssrn.3517397

Toijam Sarika Devi (Contact Author)

North Eastern Regional Institute of Science and Technology (NERIST) ( email )

Bijoylaxmi Sarmah

North Eastern Regional Institute of Science and Technology (NERIST) ( email )

NH 52A
Itanagar, Arunachal Pradesh 791109
India

Neeraj Kumar Phookan

North Eastern Regional Institute of Science and Technology (NERIST) ( email )

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