After a long period of inefficient governance and policy paralysis, the Indian political system is expected to pick up under the leadership of Prime Minister Narendra Modi. According to digital marketing experts, Mr Modi’s vision of ‘Digital India’ is going to lead the movement to efficient governance.
The Digital India project stands on nine pillars—broadband highways, universal access to mobile connectivity, public internet access programme, e-governance, e-kranti, information for all, electronics manufacturing, IT for jobs, and early harvest programmes.
Much fanfare surrounds the matter of universal access to mobile connectivity and public internet access programme. Concerns prevail over low mobile phone and internet penetration in rural areas but the Modi government has promised to resolve this issue and transform the phase of India.
Further, under the Digital India initiative, WiFi connectivity to rural areas and digital literacy will be key areas of the plan where the government seeks to bring 2.5 lakh panchayats under the umbrella of broadband connectivity by end of 2016 and 10 lakh people to be digitally literate by end of 2015.
“Mobile connectivity allows transactions as the user will have access to all records and document on the digital space. Further, banking transaction through the mobile phone will help the user to participate in the financial world,” said R S Sharma, Secretary at Department of Electronics and Information Technology.
Industry experts believe that India is on the cusp of digital revolution and better connectivity via smartphones will ensure a better pool for options for the consumers in the society. Availability of cheaper mobile handsets and broadband services will foster better living conditions, source of livelihood and awareness.
“The technology is continuously evolving which makes mobile phones accessible to every household in India. Cloud computing on digital devices ensures that many applications are performed at once,” said Sanjiv Mital, Chief Executive Officer at National Institute for Smart Government .
Through the use of smartphones the governments aims to enforce the concept of e-governance across India. For the new government social networking is not just a ‘fad’, it views digital device as a tool for empowerment.
In a digitally enabled India, the definition of consumer will also be altered. Digital influenced consumers will be better informed about the market conditions than their disconnected peer. This group of consumers will take forth the boom in the ecommerce industry in India. In online shopping, it is impossible for the marketers to fool the consumer with inflated prices or shortage of supply when consumer has access to this information just a click away .
Government’s ambitious project with budget provision of INR 1 lakh crore is expected to be rolled out next month and be completed by 2019.