MTNL Represented at The Mobile VAS SUMMIT 20009


Published on

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

MTNL Represented at The Mobile VAS SUMMIT 20009

  1. 1. The Overall Usage Conditions of VAS for the End User Sandeep Keshkar MTNL Mumbai VAS Summit, 23-24 Sept 2009 MTNL
  2. 2. Agenda Possible psychological barriers that are to be overcome How about the technological barriers that are to be overcome Total user experience – will the lack of high tech service tangibilization act as a perceptible diffusion barrier? MTNL
  3. 3. Customer Expectations  ...faster  …bigger  …smarter  …handier  …cheaper  …friendlier  …smoother  …easier  …quicker  …better… MTNL
  4. 4. We have.. a mega contest for you. Answer following questions and you can win a car. SMS charges Rs.3/SMS What is the colour of sky • A. Green B. Blue Shahrukh Khan is a • A. Politician B. Actor MTNL
  5. 5. Running Blasts.. SMS OBD DND WAP Push Cell Blast USSD PCN MTNL
  6. 6. Charging for (eg. CRBT).. monthly rental And if balance < rent, doing microcharging monthly song charges IVR access song selection on SMS song selection from web MTNL
  7. 7. Resulting in 10% non voice revenue MTNL
  8. 8. And also resulting in Customer complaint on excessive blast fear of pressing a button with OBD/Call fear of getting activated fear of getting charged on activation fear of getting charged on daily weekly or monthly Ultimately customer frustration And marketing fatigue MTNL
  9. 9. Barriers for Genuine Users Awareness Language Content Discovery Multiple Applications Pricing Exit Barriers Usability Value MTNL
  10. 10. Need of the hour Reverse the customer psychology towards VAS Restrain on unbridled marketing Targeted marketing Usable content Utility services For common person making their life easier MTNL
  11. 11. Technological Barriers  Interconnection MMS Video Calling  Interworking IM Voice SMS CRBT Press * to Copy  Roaming Voice Portal MTNL
  12. 12. Technological Barriers  Terminal Capability Multiple OS MMS Video Calling  Billing  Bandwidth MTNL
  13. 13. Think Interworking – Lessons from MMS Failure MTNL
  14. 14. Usage Pattern - Present MTNL
  15. 15. Usage Pattern – By Services Source - IMRB MTNL
  16. 16. Usage Pattern - Future Video Calling P2P Video Portal Mobile TV Streaming Dial TV Broadcast Streaming Videos YouTube And other Video Portals MTNL
  17. 17. Usage Pattern - Future Location Based Services Consumer Enterprise Mobile Commerce Mobile Banking Mobile Payments Mobile marketing SMS, WAP, IVR, USSD Cell Broadcast MTNL
  18. 18. But.. For most of these applications 3G is required 3G coverage • A good pan India 3G coverage may take few years time 3G Handset • Only about 8% handsets are 3G compatible 3G subscription MTNL
  19. 19. And also 3G education  3G handset  3G subscription  3G Network  Select 3G network or dual mode in ‘Network Selection’ Menu of handset  You will see ‘3G/UMTS’ sign on handset  3G Setting on handset (may be same as GPRS setting)  Video calling etiquettes MTNL
  20. 20. 3G MTNL
  21. 21. Plethora of VAS  Video Chat  Video Advertisement  Video Portal  Video Conferencing  Video Messaging  Mobile Video Tubing  Background Music  Multiplayer Gaming  Internet Security  Reality Show Access And many more… MTNL
  22. 22. Location Based Social Networking MTNL
  23. 23. Applications MTNL
  24. 24. Operator Applications MTNL
  25. 25. NaaS – Network as a Service Reselling API access to 3rd party services Typical Examples - LBS Connect to MTNL GMLC Get location of subscriber Use the info and make your own application Sell customized product to enterprise MTNL
  26. 26. The Drivers MTNL
  27. 27. The Challenges MTNL
  28. 28. The Trends MTNL
  29. 29. Key Takeaways Think beyond youth and entertainment Address Piracy Issue Address tech infra issue 3G, LBS etc. Address Handset Issue Provide Services at reasonable cost Bringing utility services Address SPAM MTNL
  30. 30. Thanks for Your Patience MTNL