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Vas retailing in india


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The Article Deals with how VAS Retailing should evolve in India, How a Business Manager should think of Retailing when it comes to selling music or movies.

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Vas retailing in india

  1. 1. VAS Retailing in India – The Unconquered FrontierIn one of casual encounters in one of premium retail stores in Sydney I figured out that music isbeing sold at one of the counters. The idea which India Telecom VAS is struggling with is successfullyimplemented in this part of the world and no one is noticing the same.Apple is successfully selling i tunes gift card which one buys and buys music worth the price ofthe voucher. One can buy movies, songs and Apps available on the apple i Tunes store. ITunes Gift CardMusic Retailing is most experimented idea in Indian telecom industry which has failed. The onlycompany one which came a little closer to some what a little successful implementation was Hutchnow Vodafone. However lessons learned were never implemented again.Things to keep in mind when selling Music or Movies –1. Let customers choose2. Should be at their comfort3. Give then pre review and visibility4. Voice portal/Data portals alone will not work5. One can only target specific customer segment6. No one will buy from a telecom companys site, so create presence in Music sites and Stores7. USSD wont work
  2. 2. A Telecom retailer cannot or rather not sell songs (you dont buy chicken at electronic store)No one thinks I will buy a song at store, people buy when they listen on internet, computers, phonesetc. It is an impulse decision and no matter what one does it cannot create that impulse buying in aretail store, so let customer decide when to buy and what to buy the store. Do you decide hoursbefore that you will have Pastries at a coffee shop; it is decided by the mood and ambience of theshop and your girlfriend sitting next to you.Similar is the decision of buying a Caller Tunes/MP3/Movies and Videos, it is usually influenced byyour friends, your mood variant, Girlfriend and of course your Smart Phone.A Suggested solution which can work --1. Create a voucher which will be a VAS Credit. (Name this Second Credit)2. One can buy only music, movies other services from this credit (This will work like data credit)3. Buying has to be two step process, decision to purchase and download of purchase.4. Entry will only take your mobile no and debit the Music credit5. Keep It Cheap6. Distribute on Internet7. Voucher distribution with Prepaid Voucher.But lets see how and when the industry evolves.I was thinking to write this from sometime now but better late than sorry and lets see how thismoves going forward. Let the Ideas flow at MishraWireless Marketing Professional