Social Preferences and Basis of Information for the Cellular Services in Uttarakhand Uma Bahuguna 1 and Atul Bamrara 2 1&2 Department of Sociology, HNB Garhwal University, Srinagar Garhwal, Uttarkhand ,India Email: umabahugunaa@gmail.com Received: 9 October 2011 Accepted: 10 November 2011 Abstract Over the decades, the rapid changes in the attitudes and lifestyle of people provided various big ideas to service providers, which can be encouraged out of changing social needs, desires and values of the target customers. These innovative ideas resulted in reshaping the thinking of service provider by first identifying and understanding the needs and expectations of the target group and then to come up with suitable products. Mobile communication is one of the most important developments in the recent times. The decrease in price of mobile phone set and the tariff has paved the way for the increased usage of mobile phone among Indians. As cellular networks cover more geographic areas and as rates drop, new subscribers are opting for cellular services for personal security, safety and convenience. Heavy competition is intense among the players to attract customer. Every one has come up with, a new scheme with low service charges and tariff plan to attract new and existing customers. The purpose of this paper is to study social preferences, their considerations and basis of information regarding cellular services. Keywords: Encouraged, Geographic, Cellular Over the past 20 years, mobile communications have become an indispensable part of life for billions of users worldwide. About 2.9 billion people currently enjoy mobile service, with an additional 700 thousand signing up each day. As usage has swelled, the mobile phone itself has evolved beyond voice communication alone, allowing consumers to read news, listen to music, search for nearby restaurants, take photos, and make payments. Mobile communications play a central role in emerging markets, acting as a crucial enabler of economic growth and development. India is currently the 2nd largest Mobile Market in the world after China, adding nearly 10-12 million subscribers on average monthly. India is now the world’s fastest-growing mobile market in the world. The mobile phone has become a most visible device with people all around in cities. The Indian telecom market was opened to privatization and competition in 1992, but the regulator, Telecom Regulatory Authority of India (TRAI) was set up only in 1997. Subsequently the New Telecom Policy 1999 was promulgated and under this policy, operators could use any technology. The competition has brought sharp drop in call rates and handset subsidies and promotional schemes have fueled the phenomenal growth of subscribers during the last two years. But the most important factors, which stand out for faster growth are low cost handsets and some of the lowest tariffs in the world. Stream- lining of foreign direct investment (FDI) procedures and raising the limit of FDI from the earlier 49 percent to 74 percent has further encouraged faster infrastructure augmentation and up gradation to 3G services. Learning Community: 2(3): Dec. 2011 357-362 New Delhi Publishers