Help Me Buddy - Aptharakshaka -AANalaguru


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Business proposal for Buddy Concept

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  • People Problems & Requirements! Victim: During emergency a person in distress would not have sufficient time to type the required information in their mobile phones and communicate with their close associates for help (as required by some existing emergency systems). Family\\Friends of Victim: If somebody had informed about the emergency to concerned people (family, guardian, colleagues, buddies, etc); situation could have been properly resolved. A solution which gives minimum information of an emergency situation by the press of button with the existing infrastructure is requirement.
  • Every hour 18 women are assaulted in INDIA, as per NDTV Sthree Shakthi project. Every hour 2 women are raped in INDIA, as per NDTV Sthree Shakthi reports.
  • With the second largest population in the world, one of the fastest growing wireless subscriber bases and a mobile wireless penetration rate estimated at 47.9%, India represents an enormous opportunity, with an equally substantial set of challenges. As per ‘7th International VAS India 2010’ January 21st 2010 at Taj Lands End, Mumbai Mobile-Value Added Services currently accounts 8-9 % to the operator's revenue & is expected to reach 12% by June 2010". Primary challenge for the Indian telecom operators lies in the fact that close to just about 3-4% of the Indian mobile users own a high-end smartphone, which is a necessary pre-requisite for the usage of any fancy application. "Indian Telecom Analysis (2008-2012)" by RNCOS Current Indian M-VAS industry being expected to touch Rs 16520 crore by end June 2010 and Rs. 21,000 Crore by the year 2013, from current level of Rs 5780 crore. According to TRAI, there has been a rise of 18% in the usage of mobiles by rural subscribers. Available infrastructure is not optimally utilized by the service providers, owing to the market pressures, stringent benchmarks for QoS, tough competition by peers and not understanding the true requirements of the customers.
  • Help Me Buddy - Aptharakshaka -AANalaguru

    1. 1. System and Method to trigger sequence of actions during an emergency IPO 42/CHE/2010
    2. 2. Agenda <ul><li>Problem Definition </li></ul><ul><ul><li>Emergency? Usual response! </li></ul></ul><ul><li>Customer Requirement </li></ul><ul><ul><li>Help Me Buddy </li></ul></ul><ul><ul><li>Few Scenarios! </li></ul></ul><ul><li>Business Value Proposition </li></ul><ul><ul><li>Demand for such VAS [Crime & Health Statistics] </li></ul></ul><ul><ul><li>Market view on Mobile Sector </li></ul></ul><ul><ul><li>Return on Investment </li></ul></ul><ul><li>Solutions to Diversified Business </li></ul>
    3. 3. Emergency? Usual Response! Definition: A serious situation or occurrence that happens unexpectedly and demands immediate action. Research study, ideally Emergency Response Time of person is 5~10 seconds. It is observed that people generally ignore calls from their closed acquaintances (mostly taking it for granted) and postpone it to further time period during their day to day schedule. Customer requirement is of a minimal technology facility [both in terms of money & ease of operation] during the instances of medical, moral, accidental and other emergencies.
    4. 4. Help Me Buddy <ul><li>Registration </li></ul><ul><li>Buddy is a feature in which the subscriber enters four mobile numbers of their near and dear ones, in service provider’s base station or M-VAS provider. </li></ul><ul><li>How it Works? </li></ul><ul><li>At times of Emergency the subscriber presses a unique number like “4357”, for which the following Standard Operating Procedure is configured: </li></ul><ul><li>SMS of the person’s co-ordinates to the members in the buddy-list. </li></ul><ul><li>Teleconferencing is established between the members of the buddy-list and the subscriber. </li></ul><ul><li>Note: SMSing or Ringing is done to the Buddy-list, until anyone of the member attends the event raised. </li></ul>Theme: Hot line communication between people who mean the whole world to you. Registered as IPO 42/che/2010
    5. 8. Crime Statistics Annual Reports 2010-2011 [Ministry Of Home Affairs] page 72 & 74. Some of the incidents are not reported due to social stigmata, fear, outcast, etc. So these statistics can be tripled [3X] than the actual figures .
    6. 9. Health Statistics AverageDay: 25000 calls Triggered -> 8000 calls PickedAttended -> 4000 calls Genuine -> 3200 calls Closed Successfully* In 3200 calls: 42% Pregnancy ; 10% Cardio Problems ; 22% Road calamities and Accidents. Gap of 25000 – 8000 = 17000 UnPicked UnAttended calls -> 50% genuine; who will cater their needs? Note: Statistics is provided by an emergency medical service, for the state of Karnataka. Successfully means the patient is saved until heshe reach's the hospital.
    7. 10. Market Research <ul><li>Recent events of gang rapes, molestation and immoral behavior against women in Metro’s, there is requirement of such basic Mobile-VAS for the women subscriber’s. </li></ul><ul><li>Based on Health Statistics it is evident that emergency services are also not able to satisfy India’s huge demand. </li></ul><ul><li>In recent history, crime on Senior citizens is increasing; the following solution can be used. </li></ul><ul><li>Our solution would be the cheapest, easily available and robust solution, as compared to the market solution. </li></ul><ul><li>Mobile VAS will form a significant portion of the TSP revenue (14.7%) </li></ul><ul><li>Rural requirements are increasing (200.81 million) </li></ul>
    8. 11. September 2011 TRAI reports.
    9. 12. Return On Investment (ROI) <ul><li>One time Cost: </li></ul><ul><ul><li>Using the existing Infrastructure. </li></ul></ul><ul><ul><li>Protocols development & plug-in ~7,00,000Rs </li></ul></ul><ul><ul><li>M&S expenditure. </li></ul></ul><ul><ul><li>Design & document expenditure. </li></ul></ul><ul><li>Business Model 1 </li></ul><ul><li>In this model the customer goes for only Emergency SMS’s, when the trigger is made. </li></ul><ul><li>Consider a metro city of a population of 60 lakhs, if the TSP has a market share of ~10% then the Subscriber capacity is 6 lakhs. </li></ul><ul><li>VAS activation charges of 10rs/month and Normal SMS tariff rates for each trigger. </li></ul><ul><li>Considering only one half of the cliental capacity going in for the VAS (i.e. 3 lakhs). </li></ul><ul><li>Revenue/annum is 3 crores 60 lakhs, even if we consider 70% of this revenue has gone for expenditure. </li></ul><ul><li>Return on Investment/annum is 1 crore 8 lakhs. </li></ul>
    10. 13. Return On Investment (ROI) cont.. <ul><li>Business Model 2 </li></ul><ul><li>In this model the customer goes for both Emergency SMS’s and teleconferencing call, when the trigger is made. </li></ul><ul><li>Consider a metro city of a population of 60 lakhs, if the TSP has a market share of ~10% then the Subscriber capacity is 6 lakhs. </li></ul><ul><li>VAS activation charges of 100rs/month and Normal SMS & Call rates for each trigger. </li></ul><ul><li>Considering only 5% of the cliental capacity going in for the VAS (i.e. 30000). </li></ul><ul><li>Revenue/annum is 3 crores 60 lakhs, even if we consider 70% of this revenue has gone for expenditure. </li></ul><ul><li>Return on Investment/annum is 1crore 8lakhs. </li></ul><ul><li>Future Revenue Growth </li></ul><ul><li>Assumption 70% expenditure on Revenue/annum is only for the 1st year, which involves Marketing and Sales expenditure and Development, gradually this will be one of the basic features in Indian Mobile Communication. </li></ul><ul><li>Assumption on 50% cliental capacity availing the service will also be gradually increasing. </li></ul>
    11. 14. Solutions to Diversified Business <ul><li>This idea targets the true essence of mobile connectivity of the near and dear, thereby increasing the Average Revenue Per Customer (ARPU). </li></ul><ul><li>Mobile Number Portability: Providing such type of basic facilities improves the Sustainability of the system; holding back the Market Share of the TSP, if not increase the share of the TSP by crossover customers. </li></ul><ul><li>Insurance industries can use this service to tag the ownership of person to the respective relative , who is getting the insurance done there by increasing the revenue. </li></ul><ul><li>In the value chain if public relationship numbers like 100, 108 is added will result in actual statistics of crime and health , would be beneficial for Ministry of Home Affairs. Many instances are not reported due to social stigmata , since these instance are not triggered during the 3~10 seconds window of the Emergency. </li></ul><ul><li>Depending upon the market window, this VAS is provided before the Peers in the telecom domain, It ensures Substantial Growth of the Subscriber database. </li></ul><ul><li>The fallowing idea will provide new dimension of connectivity which is required for strengthening the Social Economic Infrastructure. </li></ul>