B. fraunholz and C. Unnithan India has a low teledensity of 4.5% compared with a global average of more than 15%[44]. The number of households in the rural areas is expected to grow to 360 million by 2010, making them an attractive audience. On the other hand, the thickly populated urban city areas are less motivated to get a fixed line network [44]. To explain the cause of this de-motivation, an example would be the densely populated metropolitan Mumbai, where every suburb is connected with metro rail way lines -lined by illegal slums. An average householder has to not only cut through the red tape for installation but also live in the fear of a slum dweller tapping into the line, resulting in enormous bills. In addition, the relative lack of privacy within small households often drives youth into public telephone booths- where an elder will not be in the earshot. Thus, the mobile phone offers privacy, low cost and convenience as compared to fixed lines. Most firms expect the market for mobile services to grow by between 10 and 14 million new subscribers in 2003[41] Critical Success Factor 3: Indians are choosing mobile phones over fired telephony With the steady growth of the mobile market and affordability of phones, the legal market for mobile phones still remains small [45]. The grey channel which includes smuggled handsets, parallel import and phones brought in by travellers abroad, accounted for 86% market share in 2001. There is a price differential of up to 35% which arises from customs and sales tax in the legal market, which is set off in the grey counterpart Since the size of the legal market is small, vendors do not provide extensive after sales support. When the phone is available for cheaper rates and with no other real incentive, consumers choose to buy from the grey,market which is considered normal by the population [45]. Critical Success Factor 4: The 'grey' market supports cheap availability of handsets Mobile communications has reinvented the role of fishing captains into logistics and supply chain managers [46, 47]. For example, the fishing industry in Kerala, a south-western state of India, generates USD600 million in a year in revenues. During the day, prices vary throughout the day at 17 landing ports around the main port of Cochin. Currently, 8000 fishing boats carry mobile phones to locate the best offers before landing in the port, saving expensive fuel by calling in carrier boats that take the catch to the shore. In addition, the agents, handlers and middle-men also carry mobiles to get their best deals. Two competitive firms are offering services to these 'communities of nterest[46 The boom of young IT professionals carrying mobiles and also the growing concept of mobile workers in densely populated metropolitan cities, where commuting otherwise takes hours, are becoming increasingly commonplace Critical Success Factor 5: Mobile communications offer convenient, cost-effective and personalised services for businesses Innovation and affordability demanded by the youth in metros seemingly is motivating network providers to offer value added services such as SMS [23, 46 The burgeoning young IT professionals within metros also are patronising the service due to the convenience/cost-effectiveness it offers. A fair example would be of an office executive, stuck in a traffic jam before a presentation, sending an SMs to the office The non-intrusive nature of the service makes it popular among the youth in a society which is communal and yet power distant. SMS is creating a revolution in India [58] with an estimated 60 messages sent per phone per day, from India's 8 million mobile phones owners in early 2002. SMS was reported to be four times more than normal (or a 500%o jump) during major festival96 B. Fraunholz and C. Unnithan India has a low teledensity of 4.5% compared with a global average of more than 15% [44]. The number of households in the rural areas is expected to grow to 360 million by 2010, making them an attractive audience. On the other hand, the thickly populated urban city areas are less motivated to get a fixed line network [44]. To explain the cause of this de-motivation, an example would be the densely populated metropolitan Mumbai, where every suburb is connected with metro railway lines – lined by illegal slums. An average householder has to not only cut through the red tape for installation but also live in the fear of a slum dweller tapping into the line, resulting in enormous bills. In addition, the relative lack of privacy within small households often drives youth into public telephone booths – where an elder will not be in the earshot. Thus, the mobile phone offers privacy, low cost and convenience as compared to fixed lines. Most firms expect the market for mobile services to grow by between 10 and 14 million new subscribers in 2003 [41]. Critical Success Factor 3: Indians are choosing mobile phones over fixed telephony. With the steady growth of the mobile market and affordability of phones, the legal market for mobile phones still remains small [45]. The grey channel which includes smuggled handsets, parallel import and phones brought in by travellers abroad, accounted for 86% market share in 2001. There is a price differential of up to 35% which arises from customs and sales tax in the legal market, which is set off in the grey counterpart. Since the size of the legal market is small, vendors do not provide extensive after sales support. When the phone is available for cheaper rates and with no other real incentive, consumers choose to buy from the ‘grey’ market – which is considered normal by the population [45]. Critical Success Factor 4: The ‘grey’ market supports cheap availability of handsets. Mobile communications has reinvented the role of fishing captains into logistics and supply chain managers [46,47]. For example, the fishing industry in Kerala, a south-western state of India, generates USD600 million in a year in revenues. During the day, prices vary throughout the day at 17 landing ports around the main port of Cochin. Currently, 8000 fishing boats carry mobile phones to locate the best offers before landing in the port, saving expensive fuel by calling in carrier boats that take the catch to the shore. In addition, the agents, handlers and middle-men also carry mobiles to get their best deals. Two competitive firms are offering services to these ‘communities of interest’ [46]. The boom of young IT professionals carrying mobiles and also the growing concept of mobile workers in densely populated metropolitan cities, where commuting otherwise takes hours, are becoming increasingly commonplace. Critical Success Factor 5: Mobile communications offer convenient, cost-effective and personalised services for businesses. Innovation and affordability demanded by the youth in metros seemingly is motivating network providers to offer value added services such as SMS [23,46]. The burgeoning young IT professionals within metros also are patronising the service due to the convenience/cost-effectiveness it offers. A fair example would be of an office executive, stuck in a traffic jam before a presentation, sending an SMS to the office. The non-intrusive nature of the service makes it popular among the youth in a society which is communal and yet power distant. SMS is creating a revolution in India [58] with an estimated 60 messages sent per phone per day, from India’s 8 million mobile phones owners in early 2002. SMS was reported to be four times more than normal (or a 500% jump) during major festival