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  1. 1. Challenges and Opportunities in MVAS Rajesh Nair GM, Corporate Marketing Idea Cellular Ltd
  2. 2. MVAS <ul><li>All Services offered to Mobile Subscribers except Voice Calls </li></ul>SMS CRBT IVR / Voice Services GPRS / WAP / Web / Email SMS/USSD Alerts MCommerce/ MBanking
  3. 3. MVAS : The Concept Content Partners Aggregators / Platform Providers Telecom Service Provider Customer
  4. 4. MVAS by Numbers Source : ‘Future of Mobile VAS in India, COAI, AUSPI Website, Idea Internal Figures and Estimates. Industry in India Rs. 6000 Cr Total Customers 330 Million VAS Spend per user/ Month Rs. 18.2 % of Total ARPU 9.6%
  5. 5. Impact <ul><li>Operator </li></ul><ul><ul><li>Immediate Revenue. More Prepaid Recharges </li></ul></ul><ul><ul><li>Improved Profitability </li></ul></ul><ul><li>Customer </li></ul><ul><ul><li>Entertainment, Information, Convenience ! </li></ul></ul><ul><ul><li>Communication and Socializing </li></ul></ul><ul><li>Platform Provider, Content Partner </li></ul><ul><ul><li>Source of Revenue </li></ul></ul><ul><ul><li>Showcasing Technology Capability </li></ul></ul>
  6. 6. MVAS in India <ul><li>Today, top Applications revolve around ‘Music’ </li></ul><ul><li>‘ Voice’ remains the most effective bearer </li></ul><ul><li>The Future belongs to Data ! </li></ul>
  7. 7. Key Challenges <ul><li>Need for Customer Education </li></ul><ul><li>Technology Limitations </li></ul><ul><li>Usage of Intrusive Selling Techniques </li></ul><ul><li>Limited Innovation in Packaging </li></ul><ul><li>Customer Recharge Patterns </li></ul><ul><li>Declining Monthly ARPUs </li></ul>
  8. 8. Opportunities <ul><li>Leveraging Retail Channel to sell VAS </li></ul><ul><li>Cross Sell / Cross Promote VAS </li></ul><ul><ul><li>Sync Content and Promotions across platforms </li></ul></ul><ul><li>Target Customer micro-segments with specific ‘custom’ services. </li></ul><ul><li>Introduce Premium services </li></ul><ul><ul><li>Leverage 3G capability </li></ul></ul><ul><ul><li>Boost Profitability </li></ul></ul>
  9. 9. VAS for Mainstream India <ul><li>Today </li></ul><ul><li>Multilingual SMS </li></ul><ul><li>Mobile Radio </li></ul><ul><li>Region Specific Content </li></ul><ul><li>Tomorrow </li></ul><ul><li>Mobile Banking </li></ul><ul><li>Location Based Services </li></ul>MVAS can transform quality of life in Rural India !
  10. 10. Questions…