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My Presentation on Mobile VAS

My Presentation on Mobile VAS



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  • 03/31/10
  • 03/31/10
  • 03/31/10
  • 03/31/10
  • 03/31/10
  • 03/31/10
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Mvas Mvas Presentation Transcript

  • Mobile VAS Scenario in India
  • Summary
    • What does 'Mobile VAS' mean and entail in India
    • Differences in VAS offerings across operators
    • Typical business methodologies in VAS segment across operators
    • Typical VAS product demos across operators
    • Final statements/conclusions and Q&A
  • Industry Definition
    • Mobile Value Added Services (MVAS) are those services that are not part of the basic voice offer and are availed separately by the end user. They are used as a tool for differentiation and allow mobile operators to develop another stream of revenue
    • What is “VAS”?
    • When a network operators offers services using:
    • existing customer base
    • existing infrastructure
    • they add more value to the relationship between consumer and operator.
    • Hence, these services are known as Value Added Services.
    • Broad Classification of VAS offerings:
    • Messaging – short codes, MMS, email etc.
    • Music – mono tones, true tones, poly tones, mp3 tones, full songs, CRBT (Caller Ring Back Tone) etc.
    • Imagery – wallpapers, animations, screensavers, videos etc.
    • Games – Branded, Unbranded
    • Text based – stock quotes, news etc.
    • Offered using platforms such as :
    • WAP/GPRS
    • CDMA data
    • Voice
    • Web
    VAS Offerings
    • GSM Operators
      • Subscribe to WAP access
      • Access WAP portal which hosts the content
      • Link to 3 rd party WAP portals
      • Pay for Airtime used (per Kb)
      • Pay for content downloaded
      • Pay for subscription of Rs.30 per month (Avg)
    • Reliance
      • Need to have “R World enabled” handset
      • Access R World portal which hosts the content
      • No link to fetch 3 rd party content (very walled garden)
      • No airtime cost
      • Pay only for content downloaded
      • J2ME, BREW, WAP, Browser – all 4.
    • 3 rd parties –
      • Go to web portal
      • Choose content
      • Enter telephone number and SMS with link is sent (billed to phone)
      • Need GPRS access to download content
    Differences in Offerings Method of Offering
    • GSM Operators
      • Bollywood – Images, Videos, Music
      • Hollywood
      • Cricket
      • Mega Games
      • Stock Quotes, Exam Results etc. only on SMS
    • Reliance
      • Bollywood
      • Hollywood
      • Cricket
      • Mobile Banking, Exam Results, Guides,
      • Railway Tickets etc. – with UI and no airtime charge.
    • Others
      • Similar to GSM
    Differences in Offerings Nature of Offering
    • For Content provider/Developer
    • “ I have made a Tic Tac Toe game and I want to offer it to mobile subscribers in India, how do I do it?”
    • GSM
    • Contact operator
    • Operator will mostly ask you to go through to an existing content provider (why)
    • Go to existing content provider and provide content
    • Content provider will evaluate and put onto the WAP portal
    • Reliance
    • Mostly the same (as above)
    • Applications/games only
    Typical Business Method
    • For End Consumer
    • GSM
    • Subscribe, configure
    • Access, download.
    • Pay one time
    • Reliance
    • Access, download.
    • Pay per launch for games
    • Pay per use for other services
    • Pay once for content
    • Membership
    • Movie example
    Typical Business Method
      • Airtel
      • Hutch
      • Reliance
    Typical VAS Service Demos
    • Reliance’s VAS play is more consumer oriented
    • Quantity playing a major role, instead of quality, creating dissatisfaction.
    • Advanced services that work outside India, might not work in India due to complex regulations, process chain, demography/profile of consumers
    • Newer devices power better services
    • Better networks power better services
    • India’s 100mn subscribers (growing to 350mn in 2010) are attractive for VAS players worldwide
    • Soon the same content launched in China or Europe will be simultaneously launched in India.
  • Thank you ! Thank You