<b>M Muneer:</b> Triggers for digitisation

The govt and companies must understand how DeMo and BHIM will change Indian consumer behaviour

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Of the 20 per cent or so Indians who own a smartphone, nearly all use it for internet surfing, chats, social media and for staying connected virtually to the world around them. Photo: Istock

M Muneer

Last Updated : Mar 08 2017 | 3:48 AM IST

No doubt, India will lead the growth in smartphone market globally. At about 230 million, we are already the second-largest smartphone market in terms of active unique smartphone users. With a low penetration of 20 per cent, India offers a huge potential and already over 150 smartphone brands are competing for a slice of this pie. With the digitisation drive growth will accelerate.

Smartphones have transformed consumer behaviour across the world, and will do in India too. Disruptive innovation changes industries and business models and consumers change their behaviour in tune with such disruptions. The DeMo and BHIM drive, if

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