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Published on : Jul 03, 2014

With over 100 million Facebook users in India, the online social networking site has identified India as having great potential and in terms of revenue, could be one of the largest markets. Keeping this in mind, the company has devised a new strategy to sell advertisements to users in India. 

“Missed call” is a common practice among Indian cellphone users, which refers to placing a call and hanging up while it is still ringing. This habit is used either to get someone’s attention or is often used by people low on mobile minutes, requesting a call back. Facebook’s plan is to allow users in India to send a “missed call” to a brand adviser, and receive a return call that delivers pre-recorded audio messages offering information on cricket, football or other sports, celebrity news, music and ringtones, and even shopping and data usage discounts. The new feature will be advertised on the low-end version of Facebook’s mobile operations. 

The idea of advertising on a low-end version stems from the fact that nearly 66% of India’s mobile users possess feature phones. Feature phone, also referred to as dumb phone, is a class of cellphones that have limited capabilities as compared to a smartphone. A feature phone provides operations such as texting, voice calling and basic internet capabilities. It has been over a year since Facebook began advertising on feature phones, but it has recently turned its attention towards users in India. 

To reach other emerging markets, Facebook also tweaked its advertising strategy to work on slower connections.