Here is an article that discusses the role of rural market for 3G providers.
http://www.mobilebusinessbriefing.com/article/rural-areas-to-drive-indian-3g-growth
Interesting forecasts there.
As I had mentioned earlier, the recent cut in prices is probably a beginning towards the rates that will arise once 3G markets open. Since the rural areas still have potential, they need to be tapped. It is obvious that service providers would want to generate as much demand there as possible.
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