Choice was the missing ingredient. Suddenly the rising billion—all four billion of them—have a way and a reason to participate in the global conversation. “This new generation growing up with freedom of communication,” says Tata, “are plugged into an information and entertainment world that didn’t exist before. They have needs and wants that exceed those of the older generation. And they’re going to be demanding in terms of the quality of their life.” For the first time, not only are their voices being heard, their ideas— ideas that we’ve never had access to before—are joining the global
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