Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

test

1,273 views

Published on

Published in: Technology, Business
  • Be the first to comment

test

  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…

×