Adoption of Mobile Telephony in Rural India: An Empirical Study

Mobile telephony has become one of the major factors driving the social and economic development of a country. The objective of this article is to identify factors affecting the adoption of mobile telephony in rural India and examine their impact on its adoption. An explanatory empirical methodology with sequential design was used for this purpose, and new factors that affect users’ decisions to adopt mobile telephony in rural India were identified. We extended the technology acceptance model by integrating new factors for a developing nation. This study found that ensuring service transparency and identifying opinion leaders in the local community are key requirements for increasing the speed of adoption in the rural India. The findings of this study will provide insights for service providers and policy makers to develop strategies and policies that will enhance mobile telephony adoption in rural India.