Ubiquitous Computing & Keitai
God meant us to be
wireless……... The last cord
we were connected to was
cut at birth.
………………Frank Sanda, Motorola
The total mobile VAS revenue for the year 2007-08 is expected Mobile VAS Revenue, 2008
to be Rs.6000Cr.
Enterprise Mobility market revenue for the 76%
year 2009- 10 is estimated to be Rs.750 Cr. 24%
Percentage Revenue Premium Content Revenue , 2008
Category- wise VAS Revenues share In Rs (Cr) Information
Messaging 75.40% 4524.00
Premium Content 24.20% 1452.00
Information 22.82% 331.35 65% 12%
Content Others 11.81% 171.48
Entertainment Revenue, 2008
Entertainment 65.37% 949.17
Music 10.00% 94.92 71%
Games 14.40% 136.68
Video 4.50% 42.71 Music
Ring tones/ 5% Games 10%
Screensavers 71.10% 674.86 14%
Source: Frost & Sullivan
Note: These are the rough estimates we are working on the final numbers
Market Drivers - MVAS
Rank Drivers 1-2 years 3-4 years 5-7 years
Huge Demand for Mobile Data services like Instant
1 Very High Very High Very High
Messaging and Ring back tones
2 Growing Subscriber Base High High High
Enterprise Mobility is driving up
3 High High High
the demand for the mobile data
4 Innovation of content related applications High Medium Medium
5 Demand for m-commerce solutions High Medium Medium/High
6 3G roll-out will enhance the data transfer rates High High High
7 Increasing Purchase Power Medium Medium Low/Medium
Market Restraints – MVAS
Rank Restraints 1-2 years 3-4 years 5-7 years
1 GPRS & 3G Handsets are not affordable High Medium/High Medium/High
2 High Tariffs for VAS services Medium/High Medium Low/Medium
3 Lack of proper localized content Medium Medium Medium
Ongoing tussle for revenue sharing between operators and
4 Medium Medium Low/Medium
Spectrum constraints are leading to congested networks
5 Low Low Low
and thereby leaving no bandwidth for data applications.
Information, IT & Business Processes
Enterprise People Process Technology
Business Process BPM
Structured Unstructured Content
ERP Document Systems
CRM Databases Repositories
From Mobile Voice to Enterprise Mobility
Mobile Business data
Capability Applications push, query tools,
Enablement work flow mgmt
y Business data push,
i lit Mobile Corporate database query
ab Data Access tools,
Cap report viewing
e as Extensions Mobile Intranet Business forms,
n cr Access
I document viewing,
single sign on
Mobile Mobile Collaboration attachments, push
Office Mobile Email
business & personal
Fixed line replacement,
Mobile Voice 3G, Voice over IP
1. Financial Services
• Handhelds for field force to access real-time data
• For both query, report, resolve
• Portfolio management
• Sales and Performance reporting
• Streamlining the prescription management process
• patient monitoring forms by hand.
• Real time patient information data
• Efficiency from tight integration of SCM and ERP
• Inventory & Material Management and SCM
• Real time information to vendors, suppliers and faster response time
• Quality Control
4. Transportation and Logistics
• Vehicle tracking systems for optimization of scheduling,
dispatching, and route planning
• Costs savings and faster customer response
• Real-time dispatch data from its back-end systems
• Proactive planning of routes.
• Tracking and managing deliveries
• Key enabler is the ability to scan barcodes via
5. Legal Services
• Email and instant communicaiton
• Access to case files and informaiton repository
• Increase in billable hours
• Automatic updation and log on billable hours directly into system.
• Conversion of voice messages into text using blackberry
• Internet research and instant information
Other Focus Verticals
• Onsite Managed Services
• Leisure & Hospitality
• Real estate
Enterprise Wireless Market
• Americas and Europe have over 80% of mobile Professionals
Source : An Industry Analyst report by THE RADICATI GROUP INC
VAS Value Chain in India
• The VAS value chain in India consist of Handset vendor,
Telco, Technology enabler, Software developer, Aggregator
and content / application owner
Revenue Sharing Trend
The Revenue Split is 70:30 between telecom
service operators and VAS players
Information Challenges in rural India
How do they access Through what Problems faced
information today ? platforms? during information
1. Word of mouth 1. Personal visits 1. Cost factors
2. Radio 2. Telephones 2. Literacy
3. Telephone 3. Kiosk centers 3. Language issues
4. TV channels 4. Desktop PCs 4. Power problems
5. News papers 5. Community 5. Connectivity
6. Tele-centres learning centers problems
7. Information kiosks 6. Mobile Vans 6. Travel [ Time
7. Call centers consumption ]
8. Local Government
Delivery of Services
1. Tax payments 1. NRHM
2. Voter information 2. PDS
3. Birth and death certificates 3. Information Exchange/Reporting
4. Complaint tracking 4. Transfer of funds (alerts)
5. Public information 5. Commercial property Tax
6. Welfare Schemes for Villages 6. Automatic meter reading
7. Health Services 7. Excise and Taxation
8. Land Records 8. Disaster Management
9. NREGA 9. Education system
10. Stamps and Registration 10. Traffic Automation
11. Traffic Management
m-Government is a functional subset of all inclusive e-Government that
utilizes the unique features of mobile and/or wireless technologies like
cellular/mobile phones, laptops and PDAs (personal digital assistants)
connected to wireless networks for provision of location based
government services and information to officials and citizens/businesses
at anytime & any place (24/7 Operational Model) “
Connect previously unconnected areas, information, and services from the
Extends the benefits of remote delivery of government services.
Use of mobile technology to improve the efficiency and effectiveness of
Easiest and quickest forms of governance.
Many government services can also be made available on a 24x7x365.
Two-way communication services channel between the government and citizens
or an organization and the public.
Payments and financial services are also possible through mobile phones
Benefits of Drivers for
1. Most Penetrative Medium. 1. Mobile device penetration
2. Low Initial and Running 2. Mobile Internet services
Cost. 3. Ease of use for the citizens
3. Reduction in delivery time 4. Interoperability can be
4. Easy to Use. achieved easily
5. Mass reach. 5. Can bring government closer
6. Provide continuous to citizens
connectivity among the 6. Cheaper than computer and
Parties. easier to use
7. Highest availability of 7. Emerging Mobile internet and
mobile phones ensured data services – The rollout of
delivery of critical 3rd Generation Mobile
information on time. devices and networks
9. Online / All Time
mGovernance in Rural Market
1. Rural India will account for around 35-38% of the total mobile handset
sales by 2010. Source - egov
2. Projected expansion of the mobile phone network to 500 million
subscribers by 2010. Source - egov
3. By 2028 the rural Indian market will be larger than those in South
Korea and Canada today- McKinsey Global. Source:
4. Size of the 2028 rural market at $577bn - more than four times the
size of today's urban Indian market. Source: www.guardian.co.uk
5. Low Internet penetration in rural, great potential for m-Governance in
6. Comparative high cost of infrastructure needed for increasing PCs
and Internet use.
7. Faster deployment of mobile solution with low cost of total ownership.
8. The convergence of wired internet and telecommunication networks.
Key focus Areas
Both Handheld & SMS based
1 National Rural Employment Guarantee Act
Enrollment of the beneficiaries can be done on both SMS based & Mobile based
Daily transaction (muster Rolls) can be developed on handheld devices and can
be uploaded as a real time on central server for monitoring purpose.
Can also be linked with banking gateway for wages disbursement
SMS alerts to beneficiary as well once the funds disbursed.
Daily reports from supervisors of NREGS in respect of fund utilization, workers
2. Public Distribution System
Ration Tracking and Inventory Management System.,Filtering bogus entries ,
Complaints and grievance addressable system, FPS opening balance & closing
Beneficiary category data and allocated commodities.
Commodity allocation post due authentication thru following means – alone /
combination of Finger print scanning, Smart cards – contact / Contact –less ,
Real time display of day’s transaction on central server for department to view &
keep track of consumption of commodities per fair price shop
3. National Rural Health Mission
1. Data capturing on a handheld device thru
2. Patient details can be sent thru a mobile phone
remotely to a doctor basis the defined
parameters mentioned in the application.
3. Doctor receives SMS alert, accesses the
application on mobile / comp and prescribes
back the medicines to the health worker.
4. Health worker receives SMS alert and checks
application on his handheld and distributes
required medicines and quantity to patient.
5. Health dept’s back office can easily monitor
the program as well Aaganwadi worker's
performance on real time basis.
6. Drug stock at village dispensary/primary health
care centers & attendance can be monitored
4. Panchayti Raj & Rural Development
Using SMS /USSD, information on government service delivery can be
monitored by the different levels in government and Panchayati Raj.
This may work in following manner:
Using SMS Pull function, the PRIs and citizens can obtain financial
information pertaining to PRIs on a local basis (Gram Panchayat)
Using SMS Push, the department can inform the various tiers and the levels
of government the financial status to the PRIs and also alert fund Transfers.
SMS Push the state government and its line offices can inform the status and
performance of different poverty alleviation and social security program.
Using either SMS Push or SMS Pull, information on government services can
be sent by the various governments and same can also be pulled by
stakeholders. The services include:
Lifting status of the food grains under PDS
Irrigation related information
New schemes of Government
Education resources and schemes
Subscription based services thru USSD / SMS / IVR on:
Nearest Mandi rates for specific crop(s)
Crop Buyer / Seller information
Schemes – thru Voice SMS
ePest on Handheld( Balckberry)
6. BlackBerry Traffic cation
Traffic police captures an
Enters license plate/ license id
Offenders and vehicle history
Payment and receipts
Printing using Bluetooth based
7. Financial Inclusion
Following services can be executed over SMS / GPRS based platforms:
1. Alerts when funds (for any social welfare) transfer in beneficiary account
2. Alerts to citizen when pension comes to beneficiary account in post office.
Initiative Total Budget Allocation IT spending
National Rural 30,100 crs. 3100 cr
Public Distribution system 32,667 crs. 3200 cr
Police 2000 cr. 200
Health 12070 crs. 1200 cr.
Education 33349 cr. 3300 cr.
Agriculture 18000 cr. 1800 cr.
Our estimate towards governances : 20% of the total IT spending (2560 cr.)
mGovernance in State Mission Mode
Mission Mode projects mGovernance solutions
Land Records Data capturing from field level through a mobile device which could make current
information available to us on a real time basis. (Done in Madhya Pradesh)
Agriculture SMS based solution for farmers in a local language for mandi prices to be explored
Gram Panchayats Automation of NREGA – Data capturing on a handheld device for the beneficiaries.
Application integration with the handheld device for real time data capturing
Public Distribution System Automation of Fair Price shop – Handheld based solution
Commercial Taxes Tax Collectors equipped with mobile device and small Bluetooth printer capture real
time information on outstanding arrears customer wise. Tax collectors accept
payment either by Cash or Cheque/DD.
Public Utility services This is primary unit for delivery of bulk of the citizen services. Category of services -
1. Issue of certificates
3. Revenue court
4. Government dues and recovery
5. RTI services
Employment Exchange Online employment exchange information on a mobile device.
1. Information on Self-Employment Scheme
2. Registration with employment Exchange
Municipalities SMS based solution
1. Improving Public Service Delivery: Water Supply, Sewerage, Drainage, Solid
Waste Management, Roads, Education, Health, Town Planning, Slum
Upgradation, Poverty Alleviation, Regulatory Services etc.
2. Effective mobilizing Resources: Taxes, User Charges, Sale & Hire Charges,
Inter-Governmental Transfers, Loans etc.
3. Enhancing Citizen Participation, Service and Communication Outreach and
Transparency, Disseminating Information, Redressing Public Grievances, etc.
Police Handheld based solution to Traffic police to effectively equip them to handle burgeoning
traffic. With ever-increasing traffic, monitoring offences and collecting fines manually had
become a daunting task for traffic police. The initiative of traffic enforcement activity
brought together all aspects of operational policing in one unified system. (Blackberry
Railways Having waitlisted train tickets will no longer be as worrisome as it is now.Travelling ticket
examiners (TTEs) will soon be carrying handheld devices linked in real time to the
computerized reservation system, allowing them to allot seats to waitlisted passengers
as and when seats are cancelled.
The Railway Ministry has sanctioned Rs 4 crore for the project and a pilot project for
Mumbai-Amritsar Golden Temple Mail and four Shatabdi Expresses.
Needs and Benefits of mGovernance Services
1. Mobile services are seen as new and/or complementary dissemination
channel and means of access to public information.
Public information is of various nature:
• General public information
• time-critical information (emergencies, traffic)
• notifications according to user specific interests
• Dissemination of information to a larger number of people (mobile access) at a very
• enlarged accessibility, transparency, citizen satisfaction
• Improved image of town, city …
2. Mobile services as communication channel between the authority and
the citizen (as well as businesses).
• Particular cases and processes (e.g. requests for certificates)
• part of the process i.e. (notifications on the status of a process) could be done
through mobile means
• Reduction of average service processing time, mainly for correspondence concerning simple
• Ubiquitous and instant contact
• Reduction of costs
• More time freed and spent on particular cases
• Satisfaction of citizen and private users
3. Mobile services can particularly stimulate the participation of the citizen
in local community matters and be applied as channel for the submission
of complaints, suggestions etc.,
• Communication between the authority and the citizen during the follow-up of
• Early detection of problems reported by the citizens
• Enlarged accessibility
• Increased participation of citizen in community matters
• Citizen satisfaction
• Ubiquitous and instant contact
4. Mobile services can also be used as vehicle for promotion at local
(cultural, fairs) events.
• Particularly useful for local businesses with limited financial and organisational capabilities
• Dissemination of information to a larger number of people (mobile access) at a very
• Reduction of costs
• Contribution to sustainability
• Promotional support to local businesses
• Improved image of city, town, region, …
mGovernance around the world
(source: www.mgovworld.com )
Citizens in the Philippines are able to send text messages to police to report crimes
and to request emergency services.
UAE provides a wide range of m-services, allowing citizens to pay traffic fines.
Singapore has over 150 m-services, including passport renewal, tax services, work permit
applications, information on trials and hearings.
In Malta, citizens and businesses can use their mobile devices to file complaints about
government agencies, receive notifications about sittings of the court, alerts on incoming
pension and social payments, updates on licenses.
In the Estonian city of Tartu, 50% of parking payments are made through mobile devices,
visitors can get tourist information through their cell phones, teachers can send messages to
students and parents, all citizens can send sms or call regarding utility issues, such as non-
working street lamps, broken part benches, etc.
In Austria, train e-tickets can be purchased by the passengers before boarding the
In Amsterdam, the Netherlands and London, UK, the hearing-impaired people can receive
SMS alerts in emergency situations, while in California sms alerts are sent out in the case of
Field agent records symptoms of
patient in rural area, sends to city
based doctor for his online
prescription, delivers medicine to
1. Govt under National Rural Health
2. Pharma companies partnering govt
for rural health projects
(Data records received from Field
agents. Critical for doctor to give
right prescription basis symptoms