The presentation talks about the future of VAS in India and how it is going to shape up from a Telco perspective. However this is valid of all the vas industry in India. The views mentioned are of my alone.
Old mediums of promotions are Dead or soon be Dead The sooner you stop using promotional SMS, Voice OBD and WAP Pushes to reach consumer, the better it is. The world has moved on to real marketing Choose new Mediums like Digital Advertising and improve on user experience
SMS will be Dead sooner than you think Social Messaging is IN Ovum finds that increasing use IP-based social messaging services by users on their smart phones cost telecom operators $8.7 billion in lost SMS revenues in 2010, and $13.9 billion in 2011. This is set to increase in future.
Instant messaging will continue to stay 25% of Urban Indians Use IM Used preloaded IM Application 25.7% Web browser for IM – 19.1% Third Party Download IM App – 16.8% 311.2 million users of mobile instant messaging (IM) in 2010, expected to grow to 1.3 Billion by 2016 Globally
P2A SMS will be A2P or A2A Once a Giant in VAS Revenues P2A SMS will be Dead soon if the services doesn’t evolve. The most logical step in evolution is moving to Enterprise Solutions Utilise P2A SMS for Enterprise, Banking & Alerts
Short code based Voice Based Services will soon be over Since there will be no promotional SMS to end Consumers, the most revenue generating service will suffer the most. Consumer will not remember your short codes, MM nos and plenty of services. The Solution bond with Phone or an App. Phone based Voice Services will Rule
Apps are Next Delivery MediumApp downloads forecasted to reach 17.7billion downloads in 2011, a 117 percentincrease from an estimated 8.2 billiondownloads in 2010, Revenues $15.1Billion upfrom $ 5.2 billion in 2010, a 190% jumpWhy prefer Apps Awesome Products Word of mouth Strong user experience Quality Matters Great RecallToday almost every service is getting delivered through Apps.
Growth will come from Data, coupled with Apps Don’t think Data Alone, Think Apps too. Since Service delivery will happen on App Data usage will rise. An average app consumes 0.89 MB in a minutes and 10.7 MB in an hour. A typical app user could find that they through around 119 MB a month or 1. a year. An average Smartphone owner spendi 667 minutes a month using apps such Angry Birds, Facebook etc
Browsing is the first logical step in DataFootfall on your shopping mall.The average amount of traffic perSmartphone in 2010 was79 MB per month up from 35 MBper month in 2009.People are Browsing you tube,Facebook, News etc.People always Visit more, Buy less. Monetize Visits
Why It’s a Social world Entire Social Media is answer is one Question & it revolves around one person – You What’s important is you And of course all Social media is thriving on User generated content and Sharing. Design products which revolve around the person.11 million users of LinkedIn in India Remember products from AOL India on P2A SMS.Facebook --More than 350 million Users on Mobile Meaning of your name42% of users access Facebook through their mobiles. Compatibility38 million users in India, third largest user of face book Take lessons – Personalise to be shared
Enriched Media should be your answerPeople consume Media now on DevicesEver tried listening to FM on mobile ?? Do you buy Mobile phone only for calling ??There are 200 million mobile videoplaybacks every day22% of Global mobile Bandwidth isconsumed by You tube52% of Global Mobile streaming is byyou tubeMobile TV Growth 28%, By 2014, morethan 500 million users worldwide.2016- 10% of the world population willsubscribe to Mobile TV
Make use of LibrariesHeard about Spotify ?? Follow I tunes Example Library of content will driveconsumers on its own to reach, search and download. Make Rich Libraries.
User Experience is KeyUse your own products Redesign your Product59% of the Indian Population may never use desktop to access internet For many of them the firstand last experience is mobile, they may never come back If the user experience is bad. This holds true for all the products including voice
People are consuming content from various sources Retain Consumers FirstApps, Social Media, Media houses, OEMcontent platforms are luring customers away from Telco’s. People will continue doing so since Telco’s are obsessed with Short term Gains and Revenues from VAS.
https://www.facebook.com/groups/VASContent/Chandan Mishra Wireless Telecom professional New Delhi - Indiahttp://in.linkedin.com/in/chandanmishra