While every effort is made to put innovations and advanced technology in the hands of the users, it still finds few takers. The reason is not the lack of intent, but the fact that they are both rarely on the same page. So while voice continues to be the primary usage, the data capability remains unused. This obviously means potential revenues locked up due to the lack of knowledge.

The ReachMax model employs Up-sell, Cross-sell and Churn Management that enables the consumers to try out more and new features. It doesn't just stop at creating an awareness, but goes further to guide them to actually trying it out, resulting in acceptance and adoption and creating stickiness. A large base of customers churns because it fails to use the service they found attractive and already have invested for in the device. A blend of onshore and offshore, coupled with self-help service tools for the customers give you a low-cost, high-scalability model.