In 2007 Suvidha introduced the Beam Card, a mobile phone transaction service that would allow consumers to send and receive cash and to make payments using SMS text messaging. CEO Anand Shrivastav and his team first needed to agree on product, pricing, communications, and distribution decisions. How should Suvidha present this revolutionary product to a consumer base currently relying on outdated payment systems? What type of impact would the Beam card have on India's growing middle class?