The number of mobile phone subscribers added each month in India has more than tripled over the past year. India has passed Japan in total subscribers and is about to break through the 100 million subscriber barrier. This has been accomplished by rethinking handsets, network infrastructure, ARPU, and enhanced services and content. This study is based on in-depth interviews with executives at operators, application developers, manufacturers, and other players. Essential reading for anyone who wants to participate in India's market or learn lessons applicable to other developing countries.