Consumerisation of IT Digital Transformation Mobile People

How Emerging Markets Are Getting The (Text) Message

by Anirvan Ghosh, Global Corporate Affairs Intern, SAP

For years, farmers in Maharashtra, India struggled to receive a fair price for their produce. Unaware of locations that offer higher prices, shrewd middlemen coaxed farmers to sell for less and sold to buyers at a higher price. The farmers gained little from India’s economic growth and remained poor. In 2007, the introduction of a mobile messaging service called Reuters Mobile Light Service (RML) changed everything.

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