Mobile VAS

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Ashiqur Rahman

New Ideas on Mobile VAS

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06/04/09 !!! Future of Mobile VAS lies on DATA !!!

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Value Added Services in Rural India - Mobile VAS Asia 2009

Rajamanohar (Raj)

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This document is a “distilled” version of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem. This summarised version of the report covers the following areas: The Indian mobile VAS opportunity, policy and market enablers, key trends in the mobile VAS industry in India, key growth areas in services and applications and mobile VAS industry growth forecasts The key takeaways from this report summary are as follows: • The Indian non-voice market is at an inflexion point, and the growth opportunity remains significant • Similar to other mobile-first markets, mobile internet (handset plus dongles / CCDs) will drive growth in non-voice revenues while traditional services stabilize • However, various market and policy enablers are required in on-deck VAS, off-deck VAS and SMS channels to realize this growth opportunity • From a market perspective, a self-regulating body for settling issues between market participants can be an effective way to address on-deck challenges • From a policy perspective, we believe that following a model of market determined revenue share with no special VAS license is the best route • We recommend establishing an agency under the direction of TRAI to help address off-deck adoption issues and facilitate the allocation and management of a central short code registry system • It is also recommended that a common standard for local language characters should be mandated on all handsets sold in India to facilitate growth in SMS • Resolution of above issues also becomes imperative for maintaining market efficiency and balance of power in the evolving VAS value chain • Among the emerging services, we believe that mobile commerce and utility services will have a significant social impact • Finally, we believe that mobile internet adoption will result in a proliferation of data enabled services and applications around video, advertising, community, entertainment and enterprise mobility

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The topics covered in this master slide deck: * Mobile VAS and Multimedia Ecosystem and Value‐Chain over 4G and 4.5G Network: Key Drivers and Critical Success Factors * New Service Development and Service Delivery Innovation in Mobile VAS and Multimedia * World’s Best Practices and Success Stories in Launching Multimedia and Value Added Services * Optimizing Strategies to Stimulate Mobile VAS Usage and Maximize Operators’ Revenues * Driving Mobile VAS Adoption and Creating a Sustainable VAS Proposition in New Mobile Generations * Exploring Mobile Apps Categories and Successful Mobile VAS and Multimedia Applications * Strategies for Monetizing the Mobile Content, Services and Applications in 4G and 4.5G Market * Value Creation and Customer Experience Management in Mobile VAS for an Enhanced Customer Journey * Deploying Value-Added Service (VAS) Applications over LTE Network as an Advantage against Over-The-Top (OTT) Players * Next Generation Service Platforms for Multimedia and Value Added Services * Offering Rich Communications Services (RCS) as a Multimedia Application to combat OTT Competition * Applications of Internet of Things (IoT), Big Data and Cloud Services in 4G-based Mobile VAS

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Please email me "saghaeian [at] gmail.com" for any request on VAS research, consulting and training. This presentation includes topics such as: The mobile 3.0 – The trends for Multimedia Services and Value Added Services The 4th revenue curve of mobile communication – The business of Value Added Services. Differences in doing business with Multimedia and Value Added Services than voice, messaging and access (data) services. Mobile Operator Strategy and implications for the ecosystem The Impact of 4th curve on mobile operator’s financials Investing in the 4th Curve How can Operators become Digital Lifestyle Solution Providers (DLSP)?

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Mobile VAS

1. Idea sharing session

2. 06/04/09 !!! Voice also changes its bearer !!! Circuit Switch to Packet Switch, meaning TCP/IP

3. 06/04/09 !!! Future of Mobile VAS lies on DATA !!!

4. 06/04/09

5. 06/04/09

10.

11. 06/04/09 IM with Presence

12. Thank You ;-)

Mobile VAS

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