Banking on vouchers
B-mobile’s strategy to market their cellular phone services in rural Bhutan is aggressive. In Sombaykha, for instance, where they introduced their services recently, B-mobile had a representative traveling from village to village dishing out free SIM cards and offering recharge vouchers at initial discounted rates. Our farmers were delighted. Everywhere the B-mobile representative went, farmers rushed to welcome him. In addition to giving free SIM cards, B-mobile automatically doubled the value of each farmer’s initial purchase of recharge vouchers, subject to a maximum purchase of Nu 500. This meant that if a farmer was willing spend Nu 500, she’d…