Mobile Value Added Services India Sample

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  • 1. Mobile Value Added Services - India April 2009
  • 2. Executive Summary Estimated worth INR XX mn in 2008; expected to grow to INR YY mn in 2011 Market Value added services (VAS) accounts for a% of operators revenue Services offered can be categorized into information, entertainment and M commerce Drivers: Challenges: Demand Side Supply Side Biased revenue sharing model – Increasing consumer – Declining ARPUs Lack of copyright protection and LE Drivers & demand for VAS – Rising mobile teledensity authentications standards Challenges – Medium for advertising – Introduction of 3G based P Dominance of pre-paid customers – Demand for regional applications content Lack of consumer awareness Trends S M – Growing rural market A Increased focus of PE/VC firms Growth in demand for mobile music and gaming Partnerships between mobile manufactures/ operators & MVAS players Lack of purchase of feature rich handsets Growth via acquisitions Strong demand from corporates for enterprise VAS A highly fragmented market with many small and medium sized companies Domestic Players Foreign Players Content Technology Aggregator Provider/Creator Enabler Competition • A •X •B •Y •X •Y •Z •C •Z •U •V •W •A •B •C MOBILE VALUE ADDED SERVICES - INDIA.PPT 2
  • 3. • Introduction • Market Overview • Drivers & Challenges • Trends • Future Outlook • Competition • Key Developments MOBILE VALUE ADDED SERVICES - INDIA.PPT 3
  • 4. Indian Telecom Market has been growing with rapid increase in CDMA and GSM mobile subscribers Overview Mobile Subscribers (2008) •Total Revenue mn 2008 – USD XX bn GSM E 200 •Total Subscribers – U mn (2008) 150 CDMA D LE Fixed Subscribers - V mn 100 C Y Mobile Subscribers - W mn B X P 50 A V W U •Tele-density: a% (March 2008) 0 •Projections: SAM Total revenues to increase to USD YY bn by 2012 2004 2005 2006 Wireless Operators Market Share (Mar’ 09) 2007 2008 Company 1 Tele-density of the country to go up to b% a% by end of fiscal year 2009-10 g% Company 2 Company 3 X mn mobile connections by 2012 b% Company 4 Y mn GSM subscribers by the end of 2009 Company 5 f% Company 6 e% c% Company 7 d% Source: MOBILE VALUE ADDED SERVICES - INDIA.PPT 4
  • 5. Mobile Value Added Services market is growing strongly with demand for entertainment services dominating the market Overview Data and Voice Break-up • Mobile VAS market is worth INR XX bn in 2008 and is Data Share of data forecast to reach INR YY bn in 2011 Voice revenue is increasing • Mobile VAS accounts for a% of mobile operator’s 100% u% v% w% x% y% revenues 80% • Mobile VAS can be categorised as – LE 60% Information - News alerts, stock prices, air/rail ticket status, a% b% c% d% e% bank account balance/transaction alerts etc. 40% (CRBTs), wallpapers, games, jokes etc. M-Commerce - M-payment, M-banking etc. MP Entertainment - Songs, ringtones, caller ring-back tones 20% 0% 2004 2005 2006 2007 2008 Market Segmentation 2004 SA Video/TV Ringtones/ MVAS Market Size & Growth INR bn 200 SMS VAS Non-SMS VAS 2005 E Graphics 2006 Music 150 a% D y% 2007 Information C 100 x% Services B w% 2008(e) Games A 50 v% d% u% c% 2009(e) Segment X to b% b% a% witness highest 0 0% 20% 40% 60% 80% 100% growth 2007 2008 2009(e) 2010(e) 2011(e) Source: MOBILE VALUE ADDED SERVICES - INDIA.PPT 5
  • 6. Drivers Increasing Consumer Growing Medium for Increase in Demand Growing Rural Market Demand for VAS Advertising for Regional Content Demand Side Drivers Supply Side Rising Mobile Tele- Introduction of 3G Declining ARPU Density Based Applications MOBILE VALUE ADDED SERVICES - INDIA.PPT 6
  • 7. Challenges Biased Revenue Sharing Model Feature Rich Handsets beyond Lack of Awareness the Buying Power among Consumers of Users Challenges Lack of Copyright Protection and Dominance of Authentications Prepaid Customers Standards MOBILE VALUE ADDED SERVICES - INDIA.PPT 7
  • 8. Key Trends Increased Focus of PE/VC Firms Strong Demand from Growth in Demand for Corporate for Enterprise Mobile Music and Gaming VAS Trends Partnerships between Growth via Acquisitions Mobile Manufactures/ Operators & MVAS Players MOBILE VALUE ADDED SERVICES - INDIA.PPT 8
  • 9. Introduction of A and the growth in demand for B will boost the market Introduction of 3G Top Applications in 2008 Change in revenue model Technology U V W • Operators share • Auction for 3G is X expected to decline expected to take Z to b% place in FY 20-- - -- • Other players across • Will boost mobile the value chain broadband Top Applications in 2010 accounting for penetration as it will almost c%, as allow for high speed U compared to a% data transfer V currently X B a% of subscribers (approx. X mn) C MVAS is expected to account for using high-end phones can be x% of operator’s revenues by 20-- SAMPLE targeted Source: MOBILE VALUE ADDED SERVICES - INDIA.PPT 9
  • 10. A highly competitive market with players constantly developing services to capture market share Overview Market Share •The market is highly fragmented with a large number of domestic players There are more that X companies registered with Company 1 the Internet and Mobile Association of India a% LE (IMAI) as VAS enterprises •Many domestic players have also presence in Company 2 P b% the international markets SA with a% of revenues from overseas M Company Y has presence in more than A countries Company Z services are available in USA, Ireland, UK, Spain, South Africa, UAE, Sri Lanka and Others d% c% Company 3 Singapore •Foreign players have also entered the domestic market to capitalize on the profit incentives •Major players Domestic – Company 1, Company 2, Company 3 Foreign – Company 4, Company 5, Company 6 Source: MOBILE VALUE ADDED SERVICES - INDIA.PPT 10
  • 11. Thank you for the attention The Mobile Value Added Services - India report is a part of Netscribes’ Telecom Industry Series. For more detailed information or customized research requirements please contact: Natasha Mehta, CFA Subhash Chennuri Phone: +65 9651 6382 Phone: +91 98190 59664 E-Mail: natasham@netscribes.com E-Mail: subhashr@netscribes.com About Business Insights Business Insights is Netscribes’ research report series dedicated to Indian Markets. The coverage includes select industries and special topics that are of current or future interest. About Netscribes Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth objectives. This report is published for general information only. Although high standards have been used in preparing this report, Netscribes (India) Pvt. Ltd. or Netscribes is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and no part may be reproduced without prior written permission. www.netscribes.com MOBILE VALUE ADDED SERVICES - INDIA.PPT 11