Build the most exciting brand of the next decade




VAS : Trigger to new revenue stream
      & service differentiation

...
State of VAS market
             ….key points to ponder

                                        How is technology
To what...
VAS-led Transformation:
               from a Network Operator to a Service Provider




                                 ...
Aircel VAS Innovation– Key attributes



Focus Areas                                 Organization
                        ...
VAS Innovation – enabling 3rd party ecosystem




     Idea for a                                                        M...
VAS-led Innovation
                  - Solving the Innovators Dilemma

                Not all ideas can be rolled out com...
Learning from the Internet world:
                  typical Innovation Cycle Facts and Figures




      Number
      of I...
VAS market in India




                                                           Source: IMRB
Market size – Rs 9760+ cro...
Aircel – Leading the way

AIRCEL is a joint venture of Maxis group, Malaysia and
Apollo Hospitals Group, India. Maxis hold...
VAS is a big strategy for gaining market share &
new revenue stream for Aircel




              VAS & Data services as a ...
VAS Strategy Realization via
    Aircel-Wipro SDP




                               Program Governance




              ...
Way Forward –
Emerging Service Paradigms

                                                             Customer status bas...
Touching the Life of People
     Innovation




   9/25/2009              Building the brand   13
Touching the Life of People
     Innovation……




   9/25/2009              Building the brand   14
Thank you

            Krishna Basudevan (Aircel)
            Ranjith Mukundan (Wipro)
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Aircel-Wipro Represented at The Mobile VAS Summit 2009

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Aircel-Wipro Represented at The Mobile VAS Summit 2009

  1. 1. Build the most exciting brand of the next decade VAS : Trigger to new revenue stream & service differentiation Krishna Basudevan (Aircel) Ranjith Mukundan (Wipro) 23rd September, 2009
  2. 2. State of VAS market ….key points to ponder How is technology To what extent is mobile adoption shaping broadband shaping operator strategies with growth in the wireless regards to the VAS data market? market ? Which value added How is the use of smart services have been phones contributing to successful in terms of greater VAS traffic? revenue streams or as retention tools? What are the growth drivers for this market? 2
  3. 3. VAS-led Transformation: from a Network Operator to a Service Provider to be a market leader in  Few Cash Cow Services  VAS/content lead era Large number of Services  Long and Costly Service  Short and low budget Design and Deploy Design and Deploy Cycles Cycles  Exploit all network  Relied on Limited capabilities network capabilities  Flip the business model – exploit the content on  IN Based Service Layer, the internet Silo Applications  Leverage innovativeness of 3rd parties 3
  4. 4. Aircel VAS Innovation– Key attributes Focus Areas Organization Transformation Network 3rd Party Enablers Ecosystem Ongoing Application SOA Based Innovation Center – Architecture for Concept to Integrating Commercialization Applications Roadmap 4
  5. 5. VAS Innovation – enabling 3rd party ecosystem Idea for a Monitor Usage new Service Encourage High Runners 3rd Party Applications (Kill non-performers) request for hosting Common Data Center for Application Rollout Quick Prototyping For Proof of Concept Alpha Trials by Engineer the Solution Small Scale Deployment In-house Users For Robustness and Beta Trials
  6. 6. VAS-led Innovation - Solving the Innovators Dilemma Not all ideas can be rolled out commercially Each idea has the potential to become “Killer App” Need the process and mechanism to test and exploit Ideas! every Idea – Don’t Miss That Idea!! Commercial Deployment I have an idea! Build your first prototype Engineering and scale-up of prototype Production and Where do I start? Inventory Apply for IPR Complete Market Study Management Plan Assessing your idea Continue to build your marketing and business Certification Implementation of How will I profit from plan Commercialization my idea? Business Model and and Marketing Plan Is my proof of concept Marketing Strategy successful? WINNER!! Apply for funding for What is my next idea? Proof of Concept Secure financing for Secure further financing Commercialization 6 (R&D) for Product Development
  7. 7. Learning from the Internet world: typical Innovation Cycle Facts and Figures Number of Ideas 100 85 CAPEX FOR 30 SERVICE 15% 20% 30% 35% 15 20 ROLLOUT Timeline Few Few Few Few Weeks Weeks Months Quarters 7
  8. 8. VAS market in India Source: IMRB Market size – Rs 9760+ crores (2009), Rs 16520 crores (2010 projected) MVAS currently contributes around 10% to the operator’s revenue. It is expected to increase to 12% by June 2010 Continuous decline in voice-led ARPU; need VAS-led data services to boost ARPU 8
  9. 9. Aircel – Leading the way AIRCEL is a joint venture of Maxis group, Malaysia and Apollo Hospitals Group, India. Maxis holds 74% share in AIRCEL. Turnover of more than Rs.3000 Crores Fastest Growing Telecom Company in India in 2007 & 2008 Market Leader in Four Circles - Chennai, Tamil Nadu, Assam & North East and number 2 in J&K operation Launched Pan India operations in April 2009. Currently operational in 18 circles, covering all metros. Crossed 24 Million subscribers as on date Rated as best regional operator in Overall Mobile Satisfaction Survey 2007 - IDC First to Roll out 100% EDGE Enabled Network in India (3G Technology) 9
  10. 10. VAS is a big strategy for gaining market share & new revenue stream for Aircel VAS & Data services as a differentiation than any other new operator Aircel betting big on its VAS offerings like Location based services & phone banking to attract subscribers in metros 10
  11. 11. VAS Strategy Realization via Aircel-Wipro SDP Program Governance 11
  12. 12. Way Forward – Emerging Service Paradigms Customer status based services Use the customer status such as presence, profile, location, and personal preferences as a enabler for services and applications Private customer networks as a service The ability to provide a networking capability between multiple customer assets at home and office, and offer programmability of the operator network to the home user Context based content Ability to leverage context like where the customer is, what the customer is doing, what the habits of the customers are, in providing, gaming, music, information, maps, points of interest etc Infrastructure as a service Ability to apply the concept of data center, storage virtualization for enterprises and end users. Verticalized services using M2M Ability to extend wide area wireless services to devices, gadgets, and embedded devices that can enable wireless communication to non-human subscribers like vehicles, pets, farm animals, surveillance and medical devices. 12
  13. 13. Touching the Life of People Innovation 9/25/2009 Building the brand 13
  14. 14. Touching the Life of People Innovation…… 9/25/2009 Building the brand 14
  15. 15. Thank you Krishna Basudevan (Aircel) Ranjith Mukundan (Wipro)

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