mKisan project update: data and insights from the midline
mKisan is an agricultural value added service (Agri-VAS) which had been live in India since December 2012. The service offers push content in the form of SMS and access to two pull channels, an IVR menu and a helpline, on purchase of a subscription package which costs 1INR per day, purchasable in packs of 10, 20 or 30 days. In the year since the baseline mKisan’s user base has more than doubled in size. However, its most valued customer base, the IVR users, has not seen the same level of growth. More users than ever are now subscribed to SMS tips and updates without accessing pull content through IVR or helpline. At the same time users who do access IVR are now much more likely to report satisfaction with the service and become repeat users than they were in March 2013.
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