Use of Mobile Apps and Creator-Audience Matchmaking: The Case of India

Use of Mobile Apps and Creator-Audience Matchmaking: The Case of India

Biplab Lohochoudhury (Visva-Bharati, India)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-7885-7.ch009
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With a bird's-eye-view of the journey of exploring mobile use and its impacts in India, one of the biggest mobile markets in the world, the author of this chapter provides an analytical and insightful review of earlier studies on mobile communication development and utility-driven usage. Although country-specific, this chapter provides a very interesting, insightful, and invaluable model to the world, that is, the model of creator-audience matchmaker. As demonstrated by the two cases in this chapter, the creator-audience matchmaker model can be used as a heuristic tool for understanding mobile app development and success in India.
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The Phenomenon And The Problem

Advanced mobile technology opens population to possibility of border-less information and entertainment causing gradual alteration in communication spectrum (LohaChoudhury, 2001, p. 194) of every community. When this observation is combined with the present Indian reality of increasing purchasing capacity of villagers enabled by cash supply from Mahatma Gandhi National Rural Employment Guarantee Act ensured 100 days lean season local work and other governmental schemes, as well as sharp fall in the price of mobile phone, the fast expansion of mobile communication in India is understandable. The mobile communication literacy being the easiest among all Information and Communication Technologies (ICT), even-spread of mobile communication creates opportunity for choice of consumption, exchange and income generation. ‘From Home’ work advantage, localization and networking are driving towards the mobile-first and fast-mobile business ecosystem whose effect on economy, social system, community dynamics and democracy is only perfunctorily studied from perspectives developed before the self-mass communication such as mobile communication emerged.

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