Strategies for succedding at the Bottomof Pyramid (BOP) market in Telecom Services Sector

Abstract

Of late, there has been an interest in marketing to the Bottom of the Pyramid (BOP) Market and several successful initiatives have shown that the poor can be served equitably and profitably by improving their income generation potential. The term BOP (Bottom of the Pyramid), coined by C.K. Prahalad and Allen L. Hammond (2002), refers to the around 4 billion people at the bottom of the economic pyramid with a purchasing power of USD 1500 per year or less. Is it viable to cater to the needs and wants of this section of people? This paper discusses issues such as the business potential of the BOP market, the mapping of opportunities for income generation for the poor, pricing, promotion, low cost delivery mechanisms and effective communication in this segment, in the Telecom services sector.