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VAS PPT
 

VAS PPT

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VAS PPT

VAS PPT

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    VAS PPT VAS PPT Presentation Transcript

    • Voice is Kinng?
      • 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
    • 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.
    • VAS Revenue Split
      • P2P SMS: 35%
      • CRBT: 25%
      • IVR : 15%
      • Downloads: 10%
      • SMS Subs: 5%
      • P2A (Peer to App) SMS + Misc: 10%
    • 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]
    • Entities in VAS Value Chain..
    • VAS Portfolio
    • 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
    • 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
    • Challenges
      • Sliding ARPUs
        • BoP segment
          • Not comfortable with SMS
          • English isn’t the most prominent language.
          • Multiple dialects
    • VAS Success Strategy
      • Sachet Pricing [E.g.: 10 Rs. Recharge Coupon.]
      • Bundling [E.g: Virgin:MySpace, Spice Mobile: ibibo, Email2SMS; LG: RockeTalk, ]
    • 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
    • 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.
    • 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.
    • 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?
    • 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.
      • Thank You!
    • Source
      • PluGGd.in
      • Emergic
      • BDA