The Hard Cell

THE cellphone company's advertisements are ubiquitous: on television, in newspapers, or large billboards alongside highways. A beautiful woman wearing a tight-fitting T-shirt bearing Rp1 on the chest signifying that customers need to pay only Rp1 to enjoy each second of telephone service. This promotional gimmick has proven effective since telephone customers in Indonesia are vulnerable to tariffs. Many have immediately gone over to another provid

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