Airtel Represented at The Mobile VAS SUMMIT 2009

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  • 1. Enterprise VAS & mGovernance LV Sastry +91 98102 73314
  • 2. Ubiquitous Computing & Keitai God meant us to be wireless……... The last cord we were connected to was cut at birth. ………………Frank Sanda, Motorola
  • 3. VAS Revenues  The total mobile VAS revenue for the year 2007-08 is expected Mobile VAS Revenue, 2008 to be Rs.6000Cr. Messaging  Enterprise Mobility market revenue for the 76% Premium Content year 2009- 10 is estimated to be Rs.750 Cr. 24% Percentage Revenue Premium Content Revenue , 2008 Category- wise VAS Revenues share In Rs (Cr) Information 23% Messaging 75.40% 4524.00 Mobile VAS Premium Content 24.20% 1452.00 Entertainment Others Information 22.82% 331.35 65% 12% Premium Content Others 11.81% 171.48 Entertainment Revenue, 2008 Entertainment 65.37% 949.17 Ringtones/ Screensavers Music 10.00% 94.92 71% Games 14.40% 136.68 Entertainment Video 4.50% 42.71 Music Video Ring tones/ 5% Games 10% Screensavers 71.10% 674.86 14% Source: Frost & Sullivan Note: These are the rough estimates we are working on the final numbers
  • 4. Market Drivers - MVAS Rank Drivers 1-2 years 3-4 years 5-7 years Huge Demand for Mobile Data services like Instant 1 Very High Very High Very High Messaging and Ring back tones 2 Growing Subscriber Base High High High Enterprise Mobility is driving up 3 High High High the demand for the mobile data 4 Innovation of content related applications High Medium Medium 5 Demand for m-commerce solutions High Medium Medium/High 6 3G roll-out will enhance the data transfer rates High High High 7 Increasing Purchase Power Medium Medium Low/Medium
  • 5. Market Restraints – MVAS Rank Restraints 1-2 years 3-4 years 5-7 years 1 GPRS & 3G Handsets are not affordable High Medium/High Medium/High 2 High Tariffs for VAS services Medium/High Medium Low/Medium 3 Lack of proper localized content Medium Medium Medium Ongoing tussle for revenue sharing between operators and 4 Medium Medium Low/Medium content providers Spectrum constraints are leading to congested networks 5 Low Low Low and thereby leaving no bandwidth for data applications.
  • 6. Enterprise Mobility
  • 7. Why Enterprise Mobility • Improved Customer response • Better Decisions • Optimize • Faster Decisions • Reduce Cycle times • Speed • Manage Change
  • 8. Information, IT & Business Processes Enterprise Client Enterprise People Process Technology Access Unified Portals Portals Interface` Viewing Workflow Business Process BPM CM CM DM Warehouse Imaging Structured Unstructured Content Content E-Mails File WWW ERP Document Systems CRM Databases Repositories PLM
  • 9. From Mobile Voice to Enterprise Mobility Business forms, Mobile Business data Business Capability Applications push, query tools, Enablement work flow mgmt y Business data push, i lit Mobile Corporate database query ab Data Access tools, Cap report viewing g in Application e as Extensions Mobile Intranet Business forms, n cr Access rich I document viewing, single sign on Rich call, Mobile Mobile Collaboration attachments, push Office Mobile Email Enablement functionality, business & personal Fixed line replacement, Mobile Voice 3G, Voice over IP over WLAN
  • 10. Enterprise Mobility Key Focus Areas
  • 11. 1. Financial Services • Handhelds for field force to access real-time data • For both query, report, resolve • Portfolio management • Sales and Performance reporting 2. Healthcare • Streamlining the prescription management process • patient monitoring forms by hand. • Real time patient information data
  • 12. 3. Manufacturing • Efficiency from tight integration of SCM and ERP • Inventory & Material Management and SCM • Real time information to vendors, suppliers and faster response time • Quality Control
  • 13. 4. Transportation and Logistics • Vehicle tracking systems for optimization of scheduling, dispatching, and route planning • Costs savings and faster customer response • Real-time dispatch data from its back-end systems • Proactive planning of routes. • Tracking and managing deliveries • Key enabler is the ability to scan barcodes via BlackBerry devices 5. Legal Services • Email and instant communicaiton • Access to case files and informaiton repository • Increase in billable hours • Automatic updation and log on billable hours directly into system. • Conversion of voice messages into text using blackberry applications • Internet research and instant information
  • 14. Other Focus Verticals • Construction • Onsite Managed Services • Education • Leisure & Hospitality • Consulting • Real estate
  • 15. Enterprise Wireless Market • Americas and Europe have over 80% of mobile Professionals Source : An Industry Analyst report by THE RADICATI GROUP INC
  • 16. VAS Value Chain in India • The VAS value chain in India consist of Handset vendor, Telco, Technology enabler, Software developer, Aggregator and content / application owner
  • 17. Revenue Sharing Trend Revenue Share The Revenue Split is 70:30 between telecom service operators and VAS players
  • 18. Mobile eGovernance
  • 19. Information Challenges in rural India How do they access Through what Problems faced information today ? platforms? during information access 1. Word of mouth 1. Personal visits 1. Cost factors 2. Radio 2. Telephones 2. Literacy 3. Telephone 3. Kiosk centers 3. Language issues 4. TV channels 4. Desktop PCs 4. Power problems 5. News papers 5. Community 5. Connectivity 6. Tele-centres learning centers problems 7. Information kiosks 6. Mobile Vans 6. Travel [ Time 7. Call centers consumption ] 8. Local Government organisations
  • 20. Delivery of Services G2C G2G 1. Tax payments 1. NRHM 2. Voter information 2. PDS 3. Birth and death certificates 3. Information Exchange/Reporting 4. Complaint tracking 4. Transfer of funds (alerts) 5. Public information 5. Commercial property Tax 6. Welfare Schemes for Villages 6. Automatic meter reading 7. Health Services 7. Excise and Taxation 8. Land Records 8. Disaster Management 9. NREGA 9. Education system 10. Stamps and Registration 10. Traffic Automation 11. Traffic Management
  • 21. About mGovernance m-Government is a functional subset of all inclusive e-Government that utilizes the unique features of mobile and/or wireless technologies like cellular/mobile phones, laptops and PDAs (personal digital assistants) connected to wireless networks for provision of location based government services and information to officials and citizens/businesses at anytime & any place (24/7 Operational Model) “ Connect previously unconnected areas, information, and services from the government. Extends the benefits of remote delivery of government services. Use of mobile technology to improve the efficiency and effectiveness of governance. Easiest and quickest forms of governance. Many government services can also be made available on a 24x7x365. Two-way communication services channel between the government and citizens or an organization and the public. Payments and financial services are also possible through mobile phones
  • 22. Benefits of Drivers for mGovernance mGovernance 1. Most Penetrative Medium. 1. Mobile device penetration 2. Low Initial and Running 2. Mobile Internet services Cost. 3. Ease of use for the citizens 3. Reduction in delivery time 4. Interoperability can be 4. Easy to Use. achieved easily 5. Mass reach. 5. Can bring government closer 6. Provide continuous to citizens connectivity among the 6. Cheaper than computer and Parties. easier to use 7. Highest availability of 7. Emerging Mobile internet and mobile phones ensured data services – The rollout of delivery of critical 3rd Generation Mobile information on time. devices and networks 8. Transparency. 9. Online / All Time Interactive Medium.
  • 23. mGovernance in Rural Market 1. Rural India will account for around 35-38% of the total mobile handset sales by 2010. Source - egov 2. Projected expansion of the mobile phone network to 500 million subscribers by 2010. Source - egov 3. By 2028 the rural Indian market will be larger than those in South Korea and Canada today- McKinsey Global. Source: 4. Size of the 2028 rural market at $577bn - more than four times the size of today's urban Indian market. Source: 5. Low Internet penetration in rural, great potential for m-Governance in India 6. Comparative high cost of infrastructure needed for increasing PCs and Internet use. 7. Faster deployment of mobile solution with low cost of total ownership. 8. The convergence of wired internet and telecommunication networks.
  • 24. mGovernance Key focus Areas Both Handheld & SMS based
  • 25. 1 National Rural Employment Guarantee Act  Enrollment of the beneficiaries can be done on both SMS based & Mobile based applications.  Daily transaction (muster Rolls) can be developed on handheld devices and can be uploaded as a real time on central server for monitoring purpose.  Can also be linked with banking gateway for wages disbursement  SMS alerts to beneficiary as well once the funds disbursed.  Daily reports from supervisors of NREGS in respect of fund utilization, workers attendance. 2. Public Distribution System  Ration Tracking and Inventory Management System.,Filtering bogus entries , arrest pilferage,  Complaints and grievance addressable system, FPS opening balance & closing balance.  Beneficiary category data and allocated commodities.  Commodity allocation post due authentication thru following means – alone / combination of Finger print scanning, Smart cards – contact / Contact –less , Barcodes  Real time display of day’s transaction on central server for department to view & keep track of consumption of commodities per fair price shop
  • 26. 3. National Rural Health Mission 1. Data capturing on a handheld device thru Aaganwadi workers: 2. Patient details can be sent thru a mobile phone remotely to a doctor basis the defined parameters mentioned in the application. 3. Doctor receives SMS alert, accesses the application on mobile / comp and prescribes back the medicines to the health worker. 4. Health worker receives SMS alert and checks application on his handheld and distributes required medicines and quantity to patient. 5. Health dept’s back office can easily monitor the program as well Aaganwadi worker's performance on real time basis. 6. Drug stock at village dispensary/primary health care centers & attendance can be monitored through SMS.
  • 27. 4. Panchayti Raj & Rural Development  Using SMS /USSD, information on government service delivery can be monitored by the different levels in government and Panchayati Raj. This may work in following manner:  Using SMS Pull function, the PRIs and citizens can obtain financial information pertaining to PRIs on a local basis (Gram Panchayat)  Using SMS Push, the department can inform the various tiers and the levels of government the financial status to the PRIs and also alert fund Transfers.  SMS Push the state government and its line offices can inform the status and performance of different poverty alleviation and social security program.  Using either SMS Push or SMS Pull, information on government services can be sent by the various governments and same can also be pulled by stakeholders. The services include:  Lifting status of the food grains under PDS  Irrigation related information  New schemes of Government  Health camps  Education resources and schemes
  • 28. 5. Agriculture Subscription based services thru USSD / SMS / IVR on:  Nearest Mandi rates for specific crop(s)  Crop Buyer / Seller information  Seeds information  Fertilizer information  Farming techniques  Schemes – thru Voice SMS  ePest on Handheld( Balckberry)
  • 29. Secure Secure communi communi 6. BlackBerry Traffic cation cation infrastruc Automation infrastruc Server & ture Pattern Criminal ture records matching engine  Traffic police captures an offender  Enters license plate/ license id number  Offenders and vehicle history  Complaints, notices  Payment and receipts  Printing using Bluetooth based printer
  • 30. 7. Financial Inclusion Following services can be executed over SMS / GPRS based platforms: 1. Alerts when funds (for any social welfare) transfer in beneficiary account 2. Alerts to citizen when pension comes to beneficiary account in post office.
  • 31. Opportunity Areas Initiative Total Budget Allocation IT spending National Rural 30,100 crs. 3100 cr Employment Guarantee Act Public Distribution system 32,667 crs. 3200 cr Police 2000 cr. 200 Health 12070 crs. 1200 cr. Education 33349 cr. 3300 cr. Agriculture 18000 cr. 1800 cr. Total 12800 Our estimate towards governances : 20% of the total IT spending (2560 cr.)
  • 32. mGovernance in State Mission Mode Projects Mission Mode projects mGovernance solutions Land Records Data capturing from field level through a mobile device which could make current information available to us on a real time basis. (Done in Madhya Pradesh) Agriculture SMS based solution for farmers in a local language for mandi prices to be explored Gram Panchayats Automation of NREGA – Data capturing on a handheld device for the beneficiaries. Application integration with the handheld device for real time data capturing Public Distribution System Automation of Fair Price shop – Handheld based solution Commercial Taxes Tax Collectors equipped with mobile device and small Bluetooth printer capture real time information on outstanding arrears customer wise. Tax collectors accept payment either by Cash or Cheque/DD. Public Utility services This is primary unit for delivery of bulk of the citizen services. Category of services - 1. Issue of certificates 2. Pensions 3. Revenue court 4. Government dues and recovery 5. RTI services
  • 33. Conti………….. Employment Exchange Online employment exchange information on a mobile device. 1. Information on Self-Employment Scheme 2. Registration with employment Exchange Municipalities SMS based solution 1. Improving Public Service Delivery: Water Supply, Sewerage, Drainage, Solid Waste Management, Roads, Education, Health, Town Planning, Slum Upgradation, Poverty Alleviation, Regulatory Services etc. 2. Effective mobilizing Resources: Taxes, User Charges, Sale & Hire Charges, Inter-Governmental Transfers, Loans etc. 3. Enhancing Citizen Participation, Service and Communication Outreach and Transparency, Disseminating Information, Redressing Public Grievances, etc. Police Handheld based solution to Traffic police to effectively equip them to handle burgeoning traffic. With ever-increasing traffic, monitoring offences and collecting fines manually had become a daunting task for traffic police. The initiative of traffic enforcement activity brought together all aspects of operational policing in one unified system. (Blackberry Solution) Railways Having waitlisted train tickets will no longer be as worrisome as it is now.Travelling ticket examiners (TTEs) will soon be carrying handheld devices linked in real time to the computerized reservation system, allowing them to allot seats to waitlisted passengers as and when seats are cancelled. The Railway Ministry has sanctioned Rs 4 crore for the project and a pilot project for Mumbai-Amritsar Golden Temple Mail and four Shatabdi Expresses.
  • 34. Needs and Benefits of mGovernance Services 1. Mobile services are seen as new and/or complementary dissemination channel and means of access to public information. Public information is of various nature: • General public information • time-critical information (emergencies, traffic) • notifications according to user specific interests Key benefits • Dissemination of information to a larger number of people (mobile access) at a very short time • enlarged accessibility, transparency, citizen satisfaction • Improved image of town, city …
  • 35. Conti…… 2. Mobile services as communication channel between the authority and the citizen (as well as businesses). • Particular cases and processes (e.g. requests for certificates) • part of the process i.e. (notifications on the status of a process) could be done through mobile means Key benefits • Reduction of average service processing time, mainly for correspondence concerning simple notifications • Ubiquitous and instant contact • Reduction of costs • More time freed and spent on particular cases • Satisfaction of citizen and private users
  • 36. Conti… 3. Mobile services can particularly stimulate the participation of the citizen in local community matters and be applied as channel for the submission of complaints, suggestions etc., • Communication between the authority and the citizen during the follow-up of the complaint/suggestion Key benefits • Early detection of problems reported by the citizens • Enlarged accessibility • Transparency • Increased participation of citizen in community matters • Citizen satisfaction • Ubiquitous and instant contact
  • 37. Conti……. 4. Mobile services can also be used as vehicle for promotion at local (cultural, fairs) events. • Particularly useful for local businesses with limited financial and organisational capabilities Key benefits • Dissemination of information to a larger number of people (mobile access) at a very short time • Reduction of costs • Contribution to sustainability • Promotional support to local businesses • Improved image of city, town, region, …
  • 38. mGovernance around the world (source: ) Citizens in the Philippines are able to send text messages to police to report crimes and to request emergency services. UAE provides a wide range of m-services, allowing citizens to pay traffic fines. Singapore has over 150 m-services, including passport renewal, tax services, work permit applications, information on trials and hearings. In Malta, citizens and businesses can use their mobile devices to file complaints about government agencies, receive notifications about sittings of the court, alerts on incoming pension and social payments, updates on licenses. In the Estonian city of Tartu, 50% of parking payments are made through mobile devices, visitors can get tourist information through their cell phones, teachers can send messages to students and parents, all citizens can send sms or call regarding utility issues, such as non- working street lamps, broken part benches, etc. In Austria, train e-tickets can be purchased by the passengers before boarding the train. In Amsterdam, the Netherlands and London, UK, the hearing-impaired people can receive SMS alerts in emergency situations, while in California sms alerts are sent out in the case of electricity outages.
  • 39. Case Study Mobile Interface Health Application Module Field agent records symptoms of patient in rural area, sends to city based doctor for his online prescription, delivers medicine to patient. User industry: 1. Govt under National Rural Health Mission (Aanganwadi) 2. Pharma companies partnering govt for rural health projects
  • 40. Web Interface (Data records received from Field agents. Critical for doctor to give right prescription basis symptoms captured) Health Application Module
  • 41. Mobile Interface – Patient Diagnosis
  • 42. Mobile Interface - Patient Symptoms
  • 43. Layouts – Web Interface (Doctors’ View)
  • 44. Thank You •Questions? LV Sastry, +91 98102 73314