Value Added Services in Rural India - Mobile VAS Asia 2009


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This presentation focuses on teleuse trends at the bottom of the pyramid.

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  • Astro services – subscription Live services Mantras@cafe subscription charge is Rs 30/month costs Re 1 per minute and Rs. 6 per minute for Astrology Live service.Predict the future
  • Depending on the number of rings, different messages canbe conveyed, without the need for the other party to call back. Such “codes” are defined and understood by both parties. Some in Bangladesh even indicate that one missed call and then a long gapand then a call again means “I’m listening to your tune; do not pick up”.
  • Value Added Services in Rural India - Mobile VAS Asia 2009

    1. 1. Untapped opportunities – Rural mobile VAS <br />India Insights<br />Rajamanohar, Chief strategist, Hexolabs at Mobile VAS Asia 2009, Singapore<br />
    2. 2. Astrology <br />Astro SMS services <br />Live services <br />WAP portals<br />Voice portals <br />A<br />Prevailing trends<br />Image credit–<br />
    3. 3. Bollywood<br />Music download <br />Ringtones<br />Ringback tones (RBT)<br />Star’s voice portal <br />Images download<br />SMS competitions<br />B<br />Prevailing trends<br />
    4. 4. Cricket<br />SMS updates <br />Live commentary<br />SMS competitions <br />WAP sites <br />C<br />Prevailing trends<br />
    5. 5. Beyond A B C<br />R <br />
    6. 6. Understanding India – Key statistics <br />By 2012, 60 per cent or close to 400 million of India’s projected 650<br />million total mobile subscriber base, will be rural subscribers. (MVAS projected <br />to contribute 12% operators revenue in 2010) <br /><ul><li>Multilingual , multi cultural
    7. 7. 28 states
    8. 8. 22 official languages
    9. 9. One of the lowest Prepaid ARPU in the world(low</li></ul> disposable income )<br /><ul><li>Adult literacy rate 66%</li></ul>Image credit– yahoo<br />
    10. 10. The most popular Value added service <br />Morse code! <br />“missed call” is the most common use of mobiles by Indian BOP mobile owners. <br />I’m thinking of you - missed call &lt;gap&gt; missed call long<br />Call me back – short missed call <br />I’m listening to your tone, don’t pick up – missed call &lt;long gap&gt; missed call <br />Such “codes” are defined and understood by both parties. <br />
    11. 11. Challenges <br /><ul><li>Indian BOP is still in the mobile 1.0 mode using mainly voice and missed calls functionality.
    12. 12. Messaging is being used by 1/3rd of the BOP population.
    13. 13. Mobile payment and government services use is almost non-existent.
    14. 14. Apart from voice, most use their mobiles for missed calls, while some use it for messaging and checking balances.
    15. 15. Hardly any research by Operators on what do people want. Contextual innovation is the Key. Are the bosses listening ?
    16. 16. Abysmal awareness levels about VAS services , 10% Indians know when their counter parts in SL/ Philippines have higher awareness level 50-60% </li></li></ul><li>What do they do with their mobile?<br />Most Indian prepaid top-up for Rs.50 n below <br />Source: 2009<br />
    17. 17. What do they do with their mobile?<br />These rural areas, referred to as bottom of the pyramid (BOP), have a mere 10% awareness of the mobile voting applications (competitions, real time polling, live participation in TV/radio programmes, etc).<br />
    18. 18. Thoughts …<br />Available services (WAP/ SMS/ IVR)<br />Right prices/ Weather info is always available with the farmers and making market price information available on mobile is little if not of no value addition to the farmer.<br />Calling a personal contact at Mandi works cheaper than the <br />Subscription(interactive too) .<br />Info from Newspapers and Radio/TV also helps.<br />Literacy issues<br />There is a need to explore more about such customer needs<br />Some of the major VAS products already in<br />the rural market are:<br />• Reuters Market Light (RML) - Reuters has<br />dispensed comprehensive agriculture-related<br />information on a pilot basis in Maharashtra<br />since April 2007;<br />• Mandi on Mobile service - by the staterun<br />BSNL in Uttar Pradesh;<br />• LifeTools - by Nokia, a package providing<br />agricultural information and educational<br />services, slated to be commercially launched<br />in 2009<br />• Fisher Friend project - a pilot project<br />launched in Tamil Nadu and Pondicherry<br />aimed at the fishing community<br />
    19. 19. Available Rural services from Handset manufacturer <br />NOKIA Life tools - The service provides timely and relevant includes Agriculture, Education and Entertainment information customized to the user’s location and personal preferences directly on their mobile phones in semi urban and Rural areas.<br />The compatible phones are Nokia 2330 classic and the Nokia 2323 classic!!<br />
    20. 20. Understanding Users<br /><ul><li> Literacy (Can he read a SMS?)
    21. 21. customized local language service (Can he read a SMS in Hindi?) </li></ul>VOICE ACTIVATED services <br />(IVR /Speech technologies/ <br />Rural call centers ) <br />
    22. 22. Moving forward<br />- Voice activated services that is simple to use. Right content /right price<br /><ul><li> Localized service, collaborate with people
    23. 23. Bring down the entry barriers. Invite local innovators ,
    24. 24. Don’t be a copy cat! Reward innovators, fuel growth of the eco system.</li></li></ul><li>The Future <br />“The Cure to Poverty Is Connectivity and Individual Empowerment”<br />IqbalQuadir of GrameenPhone, Bangladesh<br />Rural VAS to empower the bottom of the pyramid, making mobile phone more of an investment for them than an expenditure.<br />
    25. 25. About Hexolabs<br />Hexolabs is a mobile value added services (mVAS) solution provider. The company was founded in collaboration with the Indian Institute of Technology, Kanpur, India; <br />+ India specific mVAS product innovation and consultancy+ Value Added Services and Content using Voice, SMS, MMS, WAP & USSD delivery platforms+ Mobile games development and distribution<br />Device <br />based <br />Apps<br />Voice<br />Data based<br />Apps<br />
    26. 26. Mobile Antakshari<br />Call 55455 , 55855 on IDEA Cellular, India<br />Since ages ‘Antakshari’ has remained the most popular past-time in India. We played this traditional game all through our lives. In college festivals…while traveling in trains…during wedding functions…and in TV reality shows. Hexolabs now presents the nation’s favorite game…right on your mobile.<br />Versatile<br />Contextual <br />Popular <br />Replay value <br />
    27. 27. References <br /><br /><br /><br /><br /><br />Mail me at<br />I am social at <br />Twitter - @rajamanohar<br />Linkedin - rajamanohar<br /><br />