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Mobile VAS Scenario in India
Summary <ul><li>What does 'Mobile VAS' mean and entail in India </li></ul><ul><li>Differences in VAS offerings across oper...
Industry Definition <ul><li>Mobile Value Added Services (MVAS) are those services that are not part of the basic voice off...
<ul><li>What is “VAS”? </li></ul><ul><li>When a network operators offers services using: </li></ul><ul><li>existing custom...
<ul><li>GSM Operators </li></ul><ul><ul><li>Subscribe to WAP access </li></ul></ul><ul><ul><li>Access WAP portal which hos...
<ul><li>GSM Operators </li></ul><ul><ul><li>Bollywood – Images, Videos, Music </li></ul></ul><ul><ul><li>Hollywood </li></...
<ul><li>For Content provider/Developer </li></ul><ul><li>“ I have made a Tic Tac Toe game and I want to offer it to mobile...
<ul><li>For End Consumer </li></ul><ul><li>GSM </li></ul><ul><li>Subscribe, configure </li></ul><ul><li>Access, download. ...
<ul><ul><li>Airtel </li></ul></ul><ul><ul><li>Hutch </li></ul></ul><ul><ul><li>Reliance </li></ul></ul>Typical VAS Service...
<ul><li>Reliance’s VAS play is more consumer oriented </li></ul><ul><li>Quantity playing a major role, instead of quality,...
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Mvas

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My Presentation on Mobile VAS

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Mvas

  1. 1. Mobile VAS Scenario in India
  2. 2. Summary <ul><li>What does 'Mobile VAS' mean and entail in India </li></ul><ul><li>Differences in VAS offerings across operators </li></ul><ul><li>Typical business methodologies in VAS segment across operators </li></ul><ul><li>Typical VAS product demos across operators </li></ul><ul><li>Final statements/conclusions and Q&A </li></ul>
  3. 3. Industry Definition <ul><li>Mobile Value Added Services (MVAS) are those services that are not part of the basic voice offer and are availed separately by the end user. They are used as a tool for differentiation and allow mobile operators to develop another stream of revenue </li></ul>
  4. 4. <ul><li>What is “VAS”? </li></ul><ul><li>When a network operators offers services using: </li></ul><ul><li>existing customer base </li></ul><ul><li>existing infrastructure </li></ul><ul><li>they add more value to the relationship between consumer and operator. </li></ul><ul><li>Hence, these services are known as Value Added Services. </li></ul><ul><li>Broad Classification of VAS offerings: </li></ul><ul><li>Messaging – short codes, MMS, email etc. </li></ul><ul><li>Music – mono tones, true tones, poly tones, mp3 tones, full songs, CRBT (Caller Ring Back Tone) etc. </li></ul><ul><li>Imagery – wallpapers, animations, screensavers, videos etc. </li></ul><ul><li>Games – Branded, Unbranded </li></ul><ul><li>Text based – stock quotes, news etc. </li></ul><ul><li>Offered using platforms such as : </li></ul><ul><li>WAP/GPRS </li></ul><ul><li>CDMA data </li></ul><ul><li>Voice </li></ul><ul><li>Web </li></ul>VAS Offerings
  5. 5. <ul><li>GSM Operators </li></ul><ul><ul><li>Subscribe to WAP access </li></ul></ul><ul><ul><li>Access WAP portal which hosts the content </li></ul></ul><ul><ul><li>Link to 3 rd party WAP portals </li></ul></ul><ul><ul><li>Pay for Airtime used (per Kb) </li></ul></ul><ul><ul><li>Pay for content downloaded </li></ul></ul><ul><ul><li>Pay for subscription of Rs.30 per month (Avg) </li></ul></ul><ul><li>Reliance </li></ul><ul><ul><li>Need to have “R World enabled” handset </li></ul></ul><ul><ul><li>Access R World portal which hosts the content </li></ul></ul><ul><ul><li>No link to fetch 3 rd party content (very walled garden) </li></ul></ul><ul><ul><li>No airtime cost </li></ul></ul><ul><ul><li>Pay only for content downloaded </li></ul></ul><ul><ul><li>J2ME, BREW, WAP, Browser – all 4. </li></ul></ul><ul><li>3 rd parties – IndiaTimes.com </li></ul><ul><ul><li>Go to web portal </li></ul></ul><ul><ul><li>Choose content </li></ul></ul><ul><ul><li>Enter telephone number and SMS with link is sent (billed to phone) </li></ul></ul><ul><ul><li>Need GPRS access to download content </li></ul></ul>Differences in Offerings Method of Offering
  6. 6. <ul><li>GSM Operators </li></ul><ul><ul><li>Bollywood – Images, Videos, Music </li></ul></ul><ul><ul><li>Hollywood </li></ul></ul><ul><ul><li>Cricket </li></ul></ul><ul><ul><li>Mega Games </li></ul></ul><ul><ul><li>Stock Quotes, Exam Results etc. only on SMS </li></ul></ul><ul><li>Reliance </li></ul><ul><ul><li>Bollywood </li></ul></ul><ul><ul><li>Hollywood </li></ul></ul><ul><ul><li>Cricket </li></ul></ul><ul><ul><li>Mobile Banking, Exam Results, Guides, </li></ul></ul><ul><ul><li>Railway Tickets etc. – with UI and no airtime charge. </li></ul></ul><ul><li>Others </li></ul><ul><ul><li>Similar to GSM </li></ul></ul>Differences in Offerings Nature of Offering
  7. 7. <ul><li>For Content provider/Developer </li></ul><ul><li>“ I have made a Tic Tac Toe game and I want to offer it to mobile subscribers in India, how do I do it?” </li></ul><ul><li>GSM </li></ul><ul><li>Contact operator </li></ul><ul><li>Operator will mostly ask you to go through to an existing content provider (why) </li></ul><ul><li>Go to existing content provider and provide content </li></ul><ul><li>Content provider will evaluate and put onto the WAP portal </li></ul><ul><li>Reliance </li></ul><ul><li>Mostly the same (as above) </li></ul><ul><li>Applications/games only </li></ul>Typical Business Method
  8. 8. <ul><li>For End Consumer </li></ul><ul><li>GSM </li></ul><ul><li>Subscribe, configure </li></ul><ul><li>Access, download. </li></ul><ul><li>Pay one time </li></ul><ul><li>Reliance </li></ul><ul><li>Access, download. </li></ul><ul><li>Pay per launch for games </li></ul><ul><li>Pay per use for other services </li></ul><ul><li>Pay once for content </li></ul><ul><li>Membership </li></ul><ul><li>Movie example </li></ul>Typical Business Method
  9. 9. <ul><ul><li>Airtel </li></ul></ul><ul><ul><li>Hutch </li></ul></ul><ul><ul><li>Reliance </li></ul></ul>Typical VAS Service Demos
  10. 10. <ul><li>Reliance’s VAS play is more consumer oriented </li></ul><ul><li>Quantity playing a major role, instead of quality, creating dissatisfaction. </li></ul><ul><li>Advanced services that work outside India, might not work in India due to complex regulations, process chain, demography/profile of consumers </li></ul><ul><li>Newer devices power better services </li></ul><ul><li>Better networks power better services </li></ul><ul><li>India’s 100mn subscribers (growing to 350mn in 2010) are attractive for VAS players worldwide </li></ul><ul><li>Soon the same content launched in China or Europe will be simultaneously launched in India. </li></ul>Conclusions
  11. 11. Thank you ! Thank You

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