To a housewife, MVAS is an SMS which enables her to participate in “India’s Got Talent”. To a student latest music track which he/she uses for his/her ringtone or updating his/her facebook on the go. For the farmer it is mandi rates which get updated on his mobile. What is MVAS?
Rural VAS can create two basic niches in rural market: Connectivity: Enables agricultural inputs like Mandi rates, Weather etc. Social welfare networks could go forward in enhancing the life of rural users. Entertainment: Creating another portal for entertainment starved rural India. Rural SCOPE of MVAS
…..and it will change every business in INDIA. 3G is here…
The Great Indian Spectrum Bazaar Thus, the applications need to be light (in comparison to foreign developed apps). MVAS needs to have strong sensory and visual appeal to users. MVAS with independent Branding and Appeals are the need of the hour.
3G Subscriber Projection Source: PwC Analysis India has beaten the projections in mobile telephony and this will happen again. MVAS potential becomes huge once the true picture of 3G comes to the fore.
600+ million mobile subscribers, all potential converts. Availability of low cost handsets. Lack of availability of broadband services. 3G enabled handsets already in market. Young demographic profile of users. Enterprises/Corporate. High VAS usage by other sectors. Why 3G could fly? When 3G Flies, MVAS will soar.
Mobile Broadband Services of Future Internet Browsing Source: Business Today & PwC Analysis
With the increase of ARPU after the introduction of 3G, who will benefit the most in monetary terms? Perspective Analysis contd.. Content/App owner Content Aggregator Technology Provider Network Operator The answer is, the whole ecosystem of MVAS.
In 2009, MVAS were adding 9% to operator’s revenue. In 2010, estimated contribution would be 12% i.e. 600mn X Rs.120 X 12 = Rs 86400 Crores X 12% = Rs 10368 Crores. This will hugely increase because another 1 million users would be spending Rs.712 per month after the introduction of 3G in year 2011. Penetration Opportunity. Source: PwC Analysis