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VAS PPT

VAS PPT

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Transcript

  • 1. Voice is Kinng?
  • 2.
    • For millions of years, mankind lived just
    • like the animals. Then something
    • happened which unleashed the power of
    • our imaginations, we learned to talk .
    • - Stephen Hawking
  • 3. State of Current VAS Industry
    • VAS constitutes ~7-10% of of total telecom revenue for Indian operators.
    • Digital music (including CRBT and ringtones) constitutes 35% of VAS revenue.
  • 4. VAS Revenue Split
    • P2P SMS: 35%
    • CRBT: 25%
    • IVR : 15%
    • Downloads: 10%
    • SMS Subs: 5%
    • P2A (Peer to App) SMS + Misc: 10%
  • 5. Entities in VAS Value Chain
    • Content/Application Owner - cos. like saregama/mauj/Rajshri who develop coyrighted content
    • Aggregator - aggregates content like games/wallpapers/ringtones and distributes it to suit customer needs [players : mauj, hungama mobile, indiatimes mobile etc]
    • Software developer - develops applications (like payment/games/middleware etc.) for mobile VAS [players - mchek/July systems/webaroo/affle etc]
    • Technology Enabler - provides the platform that plugs into telco networks and acts like a bridge between aggregator and telcos [players include OnMobile, cellnext. mauj etc]
    • Operators still dominate the revenue sharing arrangement in VAS .
    • Of the amount paid by end users, 60-70% is kept by operator, aggregator gets 20-25% and content app/owner gets 10-15% of the revenue]
  • 6. Entities in VAS Value Chain..
  • 7. VAS Portfolio
  • 8. Perspectives..Numbers
    • Prepaid connection comprise ~85% of total subscriber base
    • Almost half of Indians use ULCH (Ultra Low Cost Handsets)
    • 30% of mobile subscribers in India have opted for caller tune services
  • 9. More Perspectives/Numbers..
    • Approx 60% of mobile content downloaded in South India is in local languages
    • 50% of all prepaid mobile phones have less than Rs. 40 balance at any point of time
    • ~45% of the target population cannot afford to pay much for VAS products
  • 10. Challenges
    • Sliding ARPUs
      • BoP segment
        • Not comfortable with SMS
        • English isn’t the most prominent language.
        • Multiple dialects
  • 11. VAS Success Strategy
    • Sachet Pricing [E.g.: 10 Rs. Recharge Coupon.]
    • Bundling [E.g: Virgin:MySpace, Spice Mobile: ibibo, Email2SMS; LG: RockeTalk, ]
  • 12. VAS-tu Shastra..
    • Reuters Market Light - a short messaging service costing 60 rupees ($1.50) a month.
      • 100,000 three- month subscriptions
    • Nano Ganesh
      • Priced between Rs.560 and Rs.1700, about 5,000 farmers are using the application.
    • Nokia LifeTools
      • Local Information on seeds/crops etc
      • Sends subscribers an English word each day, explaining how it’s pronounced and what it means in the user’s native language.
      • Each of these packages could cost between Rs 25 and Rs 50 a month
  • 13. Nascent Market..
    • Local Search
      • Airtel receives 500,000 queries a month.
      • BPL’s Mumbai search receives 800 local queries a day
    • 3G Mirage
      • Will accelerate Mobile Internet
      • VAS Operators/MVNOs will drive the growth.
  • 14. Is Voice the Kinng?
    • VAS is currently limited to
    • urban area primarily
    • driven by entertainment
    • content.
    • 30% of New Mobile Users from Rural India [Q2 2008 Report]
    • Mobile handsets costing less than $50 account for 62 per cent of all imported units.
  • 15. Is Voice the Kingg?
    • SMS, MMS, CRBT, and GPRS would fail
    • Regional/Rural IVR seen as a major opportunity 
      • But where is the compelling content?
      • Competition : SMS?
  • 16. Voice – VAS Challenges
    • Opportunity: Rural, the untapped market.
      • Rural Services : E.g.: Mobile Payments (cashnxt).
    • Challenge: Voice Recognition – Not a single engine understands different dialects.
  • 17.
    • Thank You!
  • 18. Source
    • PluGGd.in
    • Emergic
    • BDA