E-Commerce for Indians, on Their Cell Phones

With ngpay, JiGrahak's mobile-commerce service, Indians are using their handsets to bank, buy movie tickets, and order food and flowers

A decade has passed since telecom operators and handset makers first tried to get Europeans excited about mobile-phone commerce by demonstrating it was possible to buy a Coke by sending a text message to a vending machine. The efforts have fizzled to date: Despite lots of nudging and the introduction of sophisticated devices like the Apple (AAPL) iPhone, the majority of people have never bought anything other than music and ring tones via their handsets.

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