The leading mobile company Nokia is now planning to extend its reach to the ‘non-urban’ class, where it wants to fill the gap of TVs and PCs by providing education, entertainment and infotainment.

Nokia Corporation president and CEO Olli-Pekka Kallasvuo, on a recent visit to India, told Media that India is now a ‘emerged market’ and the company is now focusing on the rural section. He said that the company is riding high on the Brand awareness.

The company’s focus on the rural telephony would be underlined by several initiatives in micro-finance, distribution, agricultural services and after sales and support services. Nokia is planning to come up with Internet-based services for the rural market soon, even on the mid-level mobile devices.

D Shivakumar, Nokia India vice-president and managing director said, “In 2006, the penetration of mobile in the rural areas was 3% which doubled to 6% in 2007 and we see no reason why it shouldn't double once again this year."

The company might face a stiff competition in the phase where the rival company is launching a$12 mobile in the market. However, Shivakumar feels that it will not affect popularity of Nokia since rural people too are quite Brand conscious. They insist more on quality and service, and Nokia is bound to give it all to them.