Reuters targeting Indian farmers

We wrote just the other day about Reuters advertising-supported India service. We thought that relying on advertising was probably smart in this market where getting subscribers outside a very limited market of high-end financial services users will be very tough.

No we see them taking a different approach with the launch of a mobile information service for Indian farmers "Reuters Market Light". The press release notes that "Successfully trialled since April 2007, the service already has over 7,500 farmers signed-up and is being actively supported by The Government of India". It adds "Reuters will be developing Reuters Market Light, from an information service, to a full mobile news, information and price facilitator".

The trial in Maharashtra was free. The company is now going to try a monthly fee of Rs60 (US$1.50). It will be interesting to see how many of those 7,500 keep going and how many sign up from other places. A very interesting test of the mobile business information concept in a challenging, developing market.