Given that there are about 700 million individual cell-phone users and about an estimated 550m to 650m of them have engaged in missed call - operators are missing big dollars. So what is the impact to the mobile operators.. If you expect about 10 to 30 missed calls per user annually you can estimate about 5 billion to 15 billion missed calls that were meant as a messaging tool. While India tariff regulation does not charge receiving party for calls, you can imagine the loss of operator revenue from possible text or voice call revenue.
Never to miss an opportunity, Facebook plans to serve ads where its mobile users can make a missed call on their phone with one click of a button on Facebook, resulting in a toll free inbound call from the marketer. A brilliant toll free number scheme for the mobile. While this will not work in countries like U.S that collect tariff from both receiving and calling parties, it can be beneficial for all parties involved - the Telcos, marketers and of course Facebook. While Facebook is not the first company to look at missed call opportunities, startups such as ZipDial have had a shot at it but none have had great success.
Zero.facebook.com -another Facebook service launched in 2010 - a toll free data for mobile subscribers in combination with "missed call" ad-serving would probably be more attractive to mobile operators given that they can participate in direct revenue from those inbound calls.
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