This summary report document is a word document format of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an
in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem.
Dr. Subho Ray, President IAMAI stated, " This is the first ever study in India which charts the evolution of the mobile value added services industry, maps the future growth potential and makes practical suggestions on what needs to be done by various stakeholders set this industry on a ‘take off’ mode. We are confident that this will become the industry's guide for the next 10 years"
This report has focused on the following:
• The Indian Mobile VAS Opportunity
• Policy and Market Enablers
• Key Trends in the Mobile VAS industry in India
• Key Growth Areas in Services and Applications
• Mobile VAS Industry Growth Forecasts
Profiles of the report sponsors are also included at the end of the report, along with profiles of 40 leading players in the Mobile VAS value chain.
The key findings of the report are as follows:
• Carriers are increasingly focusing on non-voice services to drive revenue growth as voice services become commoditized. During the next five years, VAS ARPU will increase by 48%, which will compensate for the 14% decline in voice ARPU. As a result, overall ARPU will stabilize and decline by only 4.5% between 2011 and 2015.
• Mobile data will emerge as the next ‘killer application’, accounting for 32% of total incremental wireless revenue – primarily driven by the latent demand for connectivity, which wireline broadband has been unable to address because of availability issues.
• Mobile commerce will represent an INR20 billion revenue opportunity by 2015.
• Utility services that can provide a scalable, technology-enabled solution to issues around access to information, opportunity and infrastructure (for example, healthcare, education and agricultural/husbandry advice) can add significant value and, as a result, enhance the value proposition for users – particularly those in rural areas.
• Mobile video has been promoted as the key differentiator on 3G networks, but the limited amount of allocated spectrum (5MHz) and associated capacity constraints will limit video-based services in specific segments and geographies.
Cartesian reviews recent operator activity in over-the-top communications. What opportunities exist in fixed and mobile? Which strategies should be considered?
Whitepaper: From Resistance to Partnership: Operators shift into monetising OTTtyntec
This tyntec-sponsored survey, based on interviews with over 60 mobile operators across global marketplace conducted by independent research company mobilesquared, shows clear evidence that there has been a significant shift in mobile operator mindset regarding OTT communications. The perception that OTT (Over-the-Top) communications is a threat has been replaced with a revenue-generating opportunity. Mobile operators are now open and receptive to partnering with OTT service providers. The research revealed that 98% of mobile operators will potentially enter into an OTT communications partnership. From the perspective of maturing OTT service providers, operators’ openness to partnership brings forth even greater opportunity as they are moving towards a revenue generation model—as opposed to just focusing on market capitalization—to prove their commercial viability.
This summary report document is a word document format of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an
in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem.
Dr. Subho Ray, President IAMAI stated, " This is the first ever study in India which charts the evolution of the mobile value added services industry, maps the future growth potential and makes practical suggestions on what needs to be done by various stakeholders set this industry on a ‘take off’ mode. We are confident that this will become the industry's guide for the next 10 years"
This report has focused on the following:
• The Indian Mobile VAS Opportunity
• Policy and Market Enablers
• Key Trends in the Mobile VAS industry in India
• Key Growth Areas in Services and Applications
• Mobile VAS Industry Growth Forecasts
Profiles of the report sponsors are also included at the end of the report, along with profiles of 40 leading players in the Mobile VAS value chain.
The key findings of the report are as follows:
• Carriers are increasingly focusing on non-voice services to drive revenue growth as voice services become commoditized. During the next five years, VAS ARPU will increase by 48%, which will compensate for the 14% decline in voice ARPU. As a result, overall ARPU will stabilize and decline by only 4.5% between 2011 and 2015.
• Mobile data will emerge as the next ‘killer application’, accounting for 32% of total incremental wireless revenue – primarily driven by the latent demand for connectivity, which wireline broadband has been unable to address because of availability issues.
• Mobile commerce will represent an INR20 billion revenue opportunity by 2015.
• Utility services that can provide a scalable, technology-enabled solution to issues around access to information, opportunity and infrastructure (for example, healthcare, education and agricultural/husbandry advice) can add significant value and, as a result, enhance the value proposition for users – particularly those in rural areas.
• Mobile video has been promoted as the key differentiator on 3G networks, but the limited amount of allocated spectrum (5MHz) and associated capacity constraints will limit video-based services in specific segments and geographies.
Cartesian reviews recent operator activity in over-the-top communications. What opportunities exist in fixed and mobile? Which strategies should be considered?
Whitepaper: From Resistance to Partnership: Operators shift into monetising OTTtyntec
This tyntec-sponsored survey, based on interviews with over 60 mobile operators across global marketplace conducted by independent research company mobilesquared, shows clear evidence that there has been a significant shift in mobile operator mindset regarding OTT communications. The perception that OTT (Over-the-Top) communications is a threat has been replaced with a revenue-generating opportunity. Mobile operators are now open and receptive to partnering with OTT service providers. The research revealed that 98% of mobile operators will potentially enter into an OTT communications partnership. From the perspective of maturing OTT service providers, operators’ openness to partnership brings forth even greater opportunity as they are moving towards a revenue generation model—as opposed to just focusing on market capitalization—to prove their commercial viability.
Changing Telecom trends with VAS- Value Added ServicesMahindra Comviva
Service assurance is the systematic process of maintaining & improving the service quality provided to customers. It ensures that services offered over networks deliver an optimal subscriber experience.
Read more: http://www.mahindracomviva.com/services/managed_services/managed-vas-services.htm
Direct carrier billing could help operators to capture consumer spending on m...AnalysysMasonResearch
Consumers are increasingly purchasing mobile content and apps, but most of this spending is with non-operators. This report discusses the potential that direct carrier billing (DCB) has to enable operators to insert themselves into the value chain and capture a significant proportion of this revenue.
The indigenous Telecoms, Internet, Media & Edutainment (TIME) sector
has grown its international footprint over the last six years. The continued adoption of high-speed internet (fixed and mobile) as a direct channel opens up a significant revenue opportunity.
India telecom revenues is primarily driven by voice which constitutes to 90% of total revenues leaving only a smaller portion for data. Aegis LeadCap Research & Consulting predicts that in next 5 years share of revenue from voice will reduce down to 60% from its current state of 90%. 40% revenue from data also includes the revenue from BWA service providers like Reliance Infotel, Tikona etc. Most prominent value add services which drives data revenues include mobile internet, mobile broadband, games, location based services, video calls, mobile adverts, music, video and mobile TV.
Ploughing the Digital Fields: Mobile Operators’ Strategies for Digital ServicesPCC Mobile Broadband
Digital services are clearly the next big wave for mobile operators with the escalation in the number of mobile transactions, the amount of content consumed on mobile and the amount of spending that takes place on these devices.
NON-ISOLATED SOFT SWITCHING DC-DC CONVERTER AND LOAD AT FULL RANGE OF ZVS IAEME Publication
A non isolated soft switching DC–DC converter and load at full range of zero-voltage
switching (ZVS) characteristic is proposed. The proposed converter consists of an auxiliary circuit,
an inductor, two switches, and 2 diodes to achieving high efficiency at full range of load. At low
and heavy loads, ZVS of switching device is achieved by energy storing component. The inductor
energy stored varies with load and hence results in minimizes conduction loss. This leads to
switching of device for full range of load. The proposed DC - DC converter achieves high
efficiency as switching loss is reduced due to soft switching and ZVS operation which severe to
reduce conduction loss. The efficiency is improved about 4% in boost mode (2.5% in buck mode) at
full range of load. To verify the performance of the proposed converter, experimental results
prototype are presented.
This paper presents the design and the implementation of a new microcontroller-based solar
Power inverter. The aim of this paper is to design single phase inverter which can convert DC voltage
to AC voltage at high efficiency and low cost. Solar and wind powered electricity generation are
being favored nowadays as the world increasingly focuses on environmental concerns. Power
inverters, which convert solar-cell DC into domestic-use AC, are one of the key technologies for
delivering efficient AC power The hardware and software design are oriented towards a single-chip
microcontroller-based system, hence minimizing the size and cost. With this new approach the
modularization of the conversion from solar power to electric power at its maximum power point can
be made more compact and more reliable.
FIRING ANGLE SVC MODEL FOR ANALYZING THE PERFORMANCE OF TRANSMISSION NETWORK ...IAEME Publication
This paper deals with Power flow, which is necessary for any power system solution and carry
out a comprehensive study of the Newton- Raphson method of power flow analysis with and without
SVC. Voltage stability analysis is the major concern in order to operate any power system as
secured. This paper presents the investigation on N-R power flow enhancement of voltage stability
and power loss minimization with & without FACTS controllers such as Static Var Compensator
(SVC) device. The Static Var Compensator (SVC) provides a promising means to control power
flow in modern power systems. In this paper the Newton-Raphson is used to investigate its effect on
voltage profile and power system lossess with and without SVC in power system.. Simulations
investigate the effect of voltage magnitude and angle with and without SVC on the power flow of
the system. This survey article will be very much useful to the researchers for finding out the
relevant references in the field of Newton-Raphson power flow control with SVC in power systems.
In order to reach the above goals, these devices must be located optimally. In this paper the
Optimal placement of SVC is carried out by Voltage collapse Prediction Index (VCPI).The size of
the SVC is determined by suitable firing angle which reduces the losses in the system. Simulations
have been implemented in MATLAB Software and the IEEE 14 and IEEE 57-bus systems have been
used as case studies.
Changing Telecom trends with VAS- Value Added ServicesMahindra Comviva
Service assurance is the systematic process of maintaining & improving the service quality provided to customers. It ensures that services offered over networks deliver an optimal subscriber experience.
Read more: http://www.mahindracomviva.com/services/managed_services/managed-vas-services.htm
Direct carrier billing could help operators to capture consumer spending on m...AnalysysMasonResearch
Consumers are increasingly purchasing mobile content and apps, but most of this spending is with non-operators. This report discusses the potential that direct carrier billing (DCB) has to enable operators to insert themselves into the value chain and capture a significant proportion of this revenue.
The indigenous Telecoms, Internet, Media & Edutainment (TIME) sector
has grown its international footprint over the last six years. The continued adoption of high-speed internet (fixed and mobile) as a direct channel opens up a significant revenue opportunity.
India telecom revenues is primarily driven by voice which constitutes to 90% of total revenues leaving only a smaller portion for data. Aegis LeadCap Research & Consulting predicts that in next 5 years share of revenue from voice will reduce down to 60% from its current state of 90%. 40% revenue from data also includes the revenue from BWA service providers like Reliance Infotel, Tikona etc. Most prominent value add services which drives data revenues include mobile internet, mobile broadband, games, location based services, video calls, mobile adverts, music, video and mobile TV.
Ploughing the Digital Fields: Mobile Operators’ Strategies for Digital ServicesPCC Mobile Broadband
Digital services are clearly the next big wave for mobile operators with the escalation in the number of mobile transactions, the amount of content consumed on mobile and the amount of spending that takes place on these devices.
NON-ISOLATED SOFT SWITCHING DC-DC CONVERTER AND LOAD AT FULL RANGE OF ZVS IAEME Publication
A non isolated soft switching DC–DC converter and load at full range of zero-voltage
switching (ZVS) characteristic is proposed. The proposed converter consists of an auxiliary circuit,
an inductor, two switches, and 2 diodes to achieving high efficiency at full range of load. At low
and heavy loads, ZVS of switching device is achieved by energy storing component. The inductor
energy stored varies with load and hence results in minimizes conduction loss. This leads to
switching of device for full range of load. The proposed DC - DC converter achieves high
efficiency as switching loss is reduced due to soft switching and ZVS operation which severe to
reduce conduction loss. The efficiency is improved about 4% in boost mode (2.5% in buck mode) at
full range of load. To verify the performance of the proposed converter, experimental results
prototype are presented.
This paper presents the design and the implementation of a new microcontroller-based solar
Power inverter. The aim of this paper is to design single phase inverter which can convert DC voltage
to AC voltage at high efficiency and low cost. Solar and wind powered electricity generation are
being favored nowadays as the world increasingly focuses on environmental concerns. Power
inverters, which convert solar-cell DC into domestic-use AC, are one of the key technologies for
delivering efficient AC power The hardware and software design are oriented towards a single-chip
microcontroller-based system, hence minimizing the size and cost. With this new approach the
modularization of the conversion from solar power to electric power at its maximum power point can
be made more compact and more reliable.
FIRING ANGLE SVC MODEL FOR ANALYZING THE PERFORMANCE OF TRANSMISSION NETWORK ...IAEME Publication
This paper deals with Power flow, which is necessary for any power system solution and carry
out a comprehensive study of the Newton- Raphson method of power flow analysis with and without
SVC. Voltage stability analysis is the major concern in order to operate any power system as
secured. This paper presents the investigation on N-R power flow enhancement of voltage stability
and power loss minimization with & without FACTS controllers such as Static Var Compensator
(SVC) device. The Static Var Compensator (SVC) provides a promising means to control power
flow in modern power systems. In this paper the Newton-Raphson is used to investigate its effect on
voltage profile and power system lossess with and without SVC in power system.. Simulations
investigate the effect of voltage magnitude and angle with and without SVC on the power flow of
the system. This survey article will be very much useful to the researchers for finding out the
relevant references in the field of Newton-Raphson power flow control with SVC in power systems.
In order to reach the above goals, these devices must be located optimally. In this paper the
Optimal placement of SVC is carried out by Voltage collapse Prediction Index (VCPI).The size of
the SVC is determined by suitable firing angle which reduces the losses in the system. Simulations
have been implemented in MATLAB Software and the IEEE 14 and IEEE 57-bus systems have been
used as case studies.
Searching is one of the important operations in computer science. Retrieving information from
huge databases takes a lot of processing time to get the results. The user has to wait till the completion
of processing to find whether search is successful or not. In this research paper, it provides a detailed
study of Binary Search and how the time complexity of Binary Search can be reduced by using Odd
Even Based Binary Search Algorithm, which is an extension of classical binary search strategy. The
worst case time complexity of Binary Search can be reduced from O(log2N) to O(log2(N-M)) where
N is total number of items in the list and M is total number of even numbers if search KEY is ODD
or M is total number of odd numbers if search KEY is EVEN. Whenever the search KEY is given, first
the KEY is determined whether it is odd or even. If given KEY is odd, then only odd numbers from
the list are searched by completely ignoring list of even numbers. If given KEY is even, then only
even numbers from the list are searched by completely ignoring list of odd numbers. The output of
Odd Even Based algorithm is given as an input to Binary Search algorithm. Using Odd Even Based
Binary Search algorithm, the worst case performances in Binary Search algorithm are converted
into best case or average case performance. Therefore, it reduces total number of comparisons, time
complexity and usage of various computer resources.
Hydraulics now a days is a very distinguished area which has lot of major challenges often came in its
progress due to the realistic changes affecting on applicable working fluid viz. Water. Most occasions,
Water can be easily available but in certain times it may be scarce also. The available water vary according
to its properties. It exists in normal conditions as well as salty or hardy due to deposits. Majority of Water
is contaminated with minerals, dust or dirt. Often pure water which may be acidic or alkaline can be used
for making discharges through the Turbines
Mobile Value Added Services (MVAS) is indeed a mounting Industry. In this time of economic recession, this industry stands strong. Investments flowing in this sector are enormous.
A small secondary research on Mobile Value Added Services Industry in India. I did it during my Summer Internship as a area of interest. Data is collected through Internet.
As a part of my industry research project I worked on mobile video entertainment sector in India. This report is my attempt to create a dummies guide on MVAS and video consumption in India. I know there is a major scope of improvement and would love to know your feedback.
Telecom sector in India and Customer Relationship Management (CRM)Raja Sarkar
The Indian telecom sector has evolved over the last two decades significantly. Before
the economic liberalization in the 1990’s, it was the state run service providers BSNL(Bharat
Sanchar Nigam Limited) & MTNL (Mahanagar Telecom Nigam Limited) who had absolute
monopoly in this sector. Landlines used to dominate the Indian telecom space. Mobile phone users
were very few and they were mostly from the ultra rich and the elite segment. Call charges were
extremely high which kept the ordinary people outside the purview of the telecom service. It was
the economic liberalization which opened the floodgates for private and foreign investments in the
Indian economy in almost each and every sector and the telecom sector was also not untouched by
it. It brought the private players into the telecom space and created a fierce competition which
resulted in an ideal atmosphere for the diffusion of the telecom services among all classes and
segments. It was the trigger for the subsequent telecom revolution in India which ultimately
resulted in India becoming the 2nd largest telecom market in the world with more than a billion
customers. Today it’s the mobile phone which dominates the Indian telecom space and landline is
fast becoming an extinct species. With one of the cheapest tarrifs in the world along with the
numerous value added services, mobile phones have virtually become an inseparable part of our
lives. With the advent of smart phones and the introduction of 3G & 4G services in India, we are
rapidly moving towards a second revolution in the Indian telecom space.
This document is a “distilled” version of the much larger report that Analysys Mason and IAMAI have prepared. The detailed report is available for purchase on IAMAI’s website – www.iamai.in and is an in-depth guide to each of the specific sub-segments within the mobile value added services ecosystem.
This summarised version of the report covers the following areas: The Indian mobile VAS opportunity, policy and market enablers, key trends in the mobile VAS industry in India, key growth areas in services and applications and mobile VAS industry growth forecasts
The key takeaways from this report summary are as follows:
• The Indian non-voice market is at an inflexion point, and the growth opportunity remains significant
• Similar to other mobile-first markets, mobile internet (handset plus dongles / CCDs) will drive growth in non-voice revenues while traditional services stabilize
• However, various market and policy enablers are required in on-deck VAS, off-deck VAS and SMS channels to realize this growth opportunity
• From a market perspective, a self-regulating body for settling issues between market participants can be an effective way to address on-deck challenges
• From a policy perspective, we believe that following a model of market determined revenue share with no special VAS license is the best route
• We recommend establishing an agency under the direction of TRAI to help address off-deck adoption issues and facilitate the allocation and management of a central short code registry system
• It is also recommended that a common standard for local language characters should be mandated on all handsets sold in India to facilitate growth in SMS
• Resolution of above issues also becomes imperative for maintaining market efficiency and balance of power in the evolving VAS value chain
• Among the emerging services, we believe that mobile commerce and utility services will have a significant social impact
• Finally, we believe that mobile internet adoption will result in a proliferation of data enabled services and applications around video, advertising, community, entertainment and enterprise mobility
The aim of this paper is to assess the mobile industry‟s current state and develop a business rationale and framework for sustainability that fits the unique needs of the mobile services industry. In addition, recommendations are given that can further the mobile industry‟s sustainability agenda.
Similar to Can value added services be a point of purchase differentiator (20)
Submission Deadline: 30th September 2022
Acceptance Notification: Within Three Days’ time period
Online Publication: Within 24 Hrs. time Period
Expected Date of Dispatch of Printed Journal: 5th October 2022
MODELING AND ANALYSIS OF SURFACE ROUGHNESS AND WHITE LATER THICKNESS IN WIRE-...IAEME Publication
White layer thickness (WLT) formed and surface roughness in wire electric discharge turning (WEDT) of tungsten carbide composite has been made to model through response surface methodology (RSM). A Taguchi’s standard Design of experiments involving five input variables with three levels has been employed to establish a mathematical model between input parameters and responses. Percentage of cobalt content, spindle speed, Pulse on-time, wire feed and pulse off-time were changed during the experimental tests based on the Taguchi’s orthogonal array L27 (3^13). Analysis of variance (ANOVA) revealed that the mathematical models obtained can adequately describe performance within the parameters of the factors considered. There was a good agreement between the experimental and predicted values in this study.
A STUDY ON THE REASONS FOR TRANSGENDER TO BECOME ENTREPRENEURSIAEME Publication
The study explores the reasons for a transgender to become entrepreneurs. In this study transgender entrepreneur was taken as independent variable and reasons to become as dependent variable. Data were collected through a structured questionnaire containing a five point Likert Scale. The study examined the data of 30 transgender entrepreneurs in Salem Municipal Corporation of Tamil Nadu State, India. Simple Random sampling technique was used. Garrett Ranking Technique (Percentile Position, Mean Scores) was used as the analysis for the present study to identify the top 13 stimulus factors for establishment of trans entrepreneurial venture. Economic advancement of a nation is governed upon the upshot of a resolute entrepreneurial doings. The conception of entrepreneurship has stretched and materialized to the socially deflated uncharted sections of transgender community. Presently transgenders have smashed their stereotypes and are making recent headlines of achievements in various fields of our Indian society. The trans-community is gradually being observed in a new light and has been trying to achieve prospective growth in entrepreneurship. The findings of the research revealed that the optimistic changes are taking place to change affirmative societal outlook of the transgender for entrepreneurial ventureship. It also laid emphasis on other transgenders to renovate their traditional living. The paper also highlights that legislators, supervisory body should endorse an impartial canons and reforms in Tamil Nadu Transgender Welfare Board Association.
BROAD UNEXPOSED SKILLS OF TRANSGENDER ENTREPRENEURSIAEME Publication
Since ages gender difference is always a debatable theme whether caused by nature, evolution or environment. The birth of a transgender is dreadful not only for the child but also for their parents. The pain of living in the wrong physique and treated as second class victimized citizen is outrageous and fully harboured with vicious baseless negative scruples. For so long, social exclusion had perpetuated inequality and deprivation experiencing ingrained malign stigma and besieged victims of crime or violence across their life spans. They are pushed into the murky way of life with a source of eternal disgust, bereft sexual potency and perennial fear. Although they are highly visible but very little is known about them. The common public needs to comprehend the ravaged arrogance on these insensitive souls and assist in integrating them into the mainstream by offering equal opportunity, treat with humanity and respect their dignity. Entrepreneurship in the current age is endorsing the gender fairness movement. Unstable careers and economic inadequacy had inclined one of the gender variant people called Transgender to become entrepreneurs. These tiny budding entrepreneurs resulted in economic transition by means of employment, free from the clutches of stereotype jobs, raised standard of living and handful of financial empowerment. Besides all these inhibitions, they were able to witness a platform for skill set development that ignited them to enter into entrepreneurial domain. This paper epitomizes skill sets involved in trans-entrepreneurs of Thoothukudi Municipal Corporation of Tamil Nadu State and is a groundbreaking determination to sightsee various skills incorporated and the impact on entrepreneurship.
DETERMINANTS AFFECTING THE USER'S INTENTION TO USE MOBILE BANKING APPLICATIONSIAEME Publication
The banking and financial services industries are experiencing increased technology penetration. Among them, the banking industry has made technological advancements to better serve the general populace. The economy focused on transforming the banking sector's system into a cashless, paperless, and faceless one. The researcher wants to evaluate the user's intention for utilising a mobile banking application. The study also examines the variables affecting the user's behaviour intention when selecting specific applications for financial transactions. The researcher employed a well-structured questionnaire and a descriptive study methodology to gather the respondents' primary data utilising the snowball sampling technique. The study includes variables like performance expectations, effort expectations, social impact, enabling circumstances, and perceived risk. Each of the aforementioned variables has a major impact on how users utilise mobile banking applications. The outcome will assist the service provider in comprehending the user's history with mobile banking applications.
ANALYSE THE USER PREDILECTION ON GPAY AND PHONEPE FOR DIGITAL TRANSACTIONSIAEME Publication
Technology upgradation in banking sector took the economy to view that payment mode towards online transactions using mobile applications. This system enabled connectivity between banks, Merchant and user in a convenient mode. there are various applications used for online transactions such as Google pay, Paytm, freecharge, mobikiwi, oxygen, phonepe and so on and it also includes mobile banking applications. The study aimed at evaluating the predilection of the user in adopting digital transaction. The study is descriptive in nature. The researcher used random sample techniques to collect the data. The findings reveal that mobile applications differ with the quality of service rendered by Gpay and Phonepe. The researcher suggest the Phonepe application should focus on implementing the application should be user friendly interface and Gpay on motivating the users to feel the importance of request for money and modes of payments in the application.
VOICE BASED ATM FOR VISUALLY IMPAIRED USING ARDUINOIAEME Publication
The prototype of a voice-based ATM for visually impaired using Arduino is to help people who are blind. This uses RFID cards which contain users fingerprint encrypted on it and interacts with the users through voice commands. ATM operates when sensor detects the presence of one person in the cabin. After scanning the RFID card, it will ask to select the mode like –normal or blind. User can select the respective mode through voice input, if blind mode is selected the balance check or cash withdraw can be done through voice input. Normal mode procedure is same as the existing ATM.
IMPACT OF EMOTIONAL INTELLIGENCE ON HUMAN RESOURCE MANAGEMENT PRACTICES AMONG...IAEME Publication
There is increasing acceptability of emotional intelligence as a major factor in personality assessment and effective human resource management. Emotional intelligence as the ability to build capacity, empathize, co-operate, motivate and develop others cannot be divorced from both effective performance and human resource management systems. The human person is crucial in defining organizational leadership and fortunes in terms of challenges and opportunities and walking across both multinational and bilateral relationships. The growing complexity of the business world requires a great deal of self-confidence, integrity, communication, conflict and diversity management to keep the global enterprise within the paths of productivity and sustainability. Using the exploratory research design and 255 participants the result of this original study indicates strong positive correlation between emotional intelligence and effective human resource management. The paper offers suggestions on further studies between emotional intelligence and human capital development and recommends for conflict management as an integral part of effective human resource management.
VISUALISING AGING PARENTS & THEIR CLOSE CARERS LIFE JOURNEY IN AGING ECONOMYIAEME Publication
Our life journey, in general, is closely defined by the way we understand the meaning of why we coexist and deal with its challenges. As we develop the "inspiration economy", we could say that nearly all of the challenges we have faced are opportunities that help us to discover the rest of our journey. In this note paper, we explore how being faced with the opportunity of being a close carer for an aging parent with dementia brought intangible discoveries that changed our insight of the meaning of the rest of our life journey.
A STUDY ON THE IMPACT OF ORGANIZATIONAL CULTURE ON THE EFFECTIVENESS OF PERFO...IAEME Publication
The main objective of this study is to analyze the impact of aspects of Organizational Culture on the Effectiveness of the Performance Management System (PMS) in the Health Care Organization at Thanjavur. Organizational Culture and PMS play a crucial role in present-day organizations in achieving their objectives. PMS needs employees’ cooperation to achieve its intended objectives. Employees' cooperation depends upon the organization’s culture. The present study uses exploratory research to examine the relationship between the Organization's culture and the Effectiveness of the Performance Management System. The study uses a Structured Questionnaire to collect the primary data. For this study, Thirty-six non-clinical employees were selected from twelve randomly selected Health Care organizations at Thanjavur. Thirty-two fully completed questionnaires were received.
Living in 21st century in itself reminds all of us the necessity of police and its administration. As more and more we are entering into the modern society and culture, the more we require the services of the so called ‘Khaki Worthy’ men i.e., the police personnel. Whether we talk of Indian police or the other nation’s police, they all have the same recognition as they have in India. But as already mentioned, their services and requirements are different after the like 26th November, 2008 incidents, where they without saving their own lives has sacrificed themselves without any hitch and without caring about their respective family members and wards. In other words, they are like our heroes and mentors who can guide us from the darkness of fear, militancy, corruption and other dark sides of life and so on. Now the question arises, if Gandhi would have been alive today, what would have been his reaction/opinion to the police and its functioning? Would he have some thing different in his mind now what he had been in his mind before the partition or would he be going to start some Satyagraha in the form of some improvement in the functioning of the police administration? Really these questions or rather night mares can come to any one’s mind, when there is too much confusion is prevailing in our minds, when there is too much corruption in the society and when the polices working is also in the questioning because of one or the other case throughout the India. It is matter of great concern that we have to thing over our administration and our practical approach because the police personals are also like us, they are part and parcel of our society and among one of us, so why we all are pin pointing towards them.
A STUDY ON TALENT MANAGEMENT AND ITS IMPACT ON EMPLOYEE RETENTION IN SELECTED...IAEME Publication
The goal of this study was to see how talent management affected employee retention in the selected IT organizations in Chennai. The fundamental issue was the difficulty to attract, hire, and retain talented personnel who perform well and the gap between supply and demand of talent acquisition and retaining them within the firms. The study's main goals were to determine the impact of talent management on employee retention in IT companies in Chennai, investigate talent management strategies that IT companies could use to improve talent acquisition, performance management, career planning and formulate retention strategies that the IT firms could use. The respondents were given a structured close-ended questionnaire with the 5 Point Likert Scale as part of the study's quantitative research design. The target population consisted of 289 IT professionals. The questionnaires were distributed and collected by the researcher directly. The Statistical Package for Social Sciences (SPSS) was used to collect and analyse the questionnaire responses. Hypotheses that were formulated for the various areas of the study were tested using a variety of statistical tests. The key findings of the study suggested that talent management had an impact on employee retention. The studies also found that there is a clear link between the implementation of talent management and retention measures. Management should provide enough training and development for employees, clarify job responsibilities, provide adequate remuneration packages, and recognise employees for exceptional performance.
ATTRITION IN THE IT INDUSTRY DURING COVID-19 PANDEMIC: LINKING EMOTIONAL INTE...IAEME Publication
Globally, Millions of dollars were spent by the organizations for employing skilled Information Technology (IT) professionals. It is costly to replace unskilled employees with IT professionals possessing technical skills and competencies that aid in interconnecting the business processes. The organization’s employment tactics were forced to alter by globalization along with technological innovations as they consistently diminish to remain lean, outsource to concentrate on core competencies along with restructuring/reallocate personnel to gather efficiency. As other jobs, organizations or professions have become reasonably more appropriate in a shifting employment landscape, the above alterations trigger both involuntary as well as voluntary turnover. The employee view on jobs is also afflicted by the COVID-19 pandemic along with the employee-driven labour market. So, having effective strategies is necessary to tackle the withdrawal rate of employees. By associating Emotional Intelligence (EI) along with Talent Management (TM) in the IT industry, the rise in attrition rate was analyzed in this study. Only 303 respondents were collected out of 350 participants to whom questionnaires were distributed. From the employees of IT organizations located in Bangalore (India), the data were congregated. A simple random sampling methodology was employed to congregate data as of the respondents. Generating the hypothesis along with testing is eventuated. The effect of EI and TM along with regression analysis between TM and EI was analyzed. The outcomes indicated that employee and Organizational Performance (OP) were elevated by effective EI along with TM.
INFLUENCE OF TALENT MANAGEMENT PRACTICES ON ORGANIZATIONAL PERFORMANCE A STUD...IAEME Publication
By implementing talent management strategy, organizations would have the option to retain their skilled professionals while additionally working on their overall performance. It is the course of appropriately utilizing the ideal individuals, setting them up for future top positions, exploring and dealing with their performance, and holding them back from leaving the organization. It is employee performance that determines the success of every organization. The firm quickly obtains an upper hand over its rivals in the event that its employees having particular skills that cannot be duplicated by the competitors. Thus, firms are centred on creating successful talent management practices and processes to deal with the unique human resources. Firms are additionally endeavouring to keep their top/key staff since on the off chance that they leave; the whole store of information leaves the firm's hands. The study's objective was to determine the impact of talent management on organizational performance among the selected IT organizations in Chennai. The study recommends that talent management limitedly affects performance. On the off chance that this talent is appropriately management and implemented properly, organizations might benefit as much as possible from their maintained assets to support development and productivity, both monetarily and non-monetarily.
A STUDY OF VARIOUS TYPES OF LOANS OF SELECTED PUBLIC AND PRIVATE SECTOR BANKS...IAEME Publication
Banking regulations act of India, 1949 defines banking as “acceptance of deposits for the purpose of lending or investment from the public, repayment on demand or otherwise and withdrawable through cheques, drafts order or otherwise”, the major participants of the Indian financial system are commercial banks, the financial institution encompassing term lending institutions. Investments institutions, specialized financial institution and the state level development banks, non banking financial companies (NBFC) and other market intermediaries such has the stock brokers and money lenders are among the oldest of the certain variants of NBFC and the oldest market participants. The asset quality of banks is one of the most important indicators of their financial health. The Indian banking sector has been facing severe problems of increasing Non- Performing Assets (NPAs). The NPAs growth directly and indirectly affects the quality of assets and profitability of banks. It also shows the efficiency of banks credit risk management and the recovery effectiveness. NPA do not generate any income, whereas, the bank is required to make provisions for such as assets that why is a double edge weapon. This paper outlines the concept of quality of bank loans of different types like Housing, Agriculture and MSME loans in state Haryana of selected public and private sector banks. This study is highlighting problems associated with the role of commercial bank in financing Small and Medium Scale Enterprises (SME). The overall objective of the research was to assess the effect of the financing provisions existing for the setting up and operations of MSMEs in the country and to generate recommendations for more robust financing mechanisms for successful operation of the MSMEs, in turn understanding the impact of MSME loans on financial institutions due to NPA. There are many research conducted on the topic of Non- Performing Assets (NPA) Management, concerning particular bank, comparative study of public and private banks etc. In this paper the researcher is considering the aggregate data of selected public sector and private sector banks and attempts to compare the NPA of Housing, Agriculture and MSME loans in state Haryana of public and private sector banks. The tools used in the study are average and Anova test and variance. The findings reveal that NPA is common problem for both public and private sector banks and is associated with all types of loans either that is housing loans, agriculture loans and loans to SMES. NPAs of both public and private sector banks show the increasing trend. In 2010-11 GNPA of public and private sector were at same level it was 2% but after 2010-11 it increased in many fold and at present there is GNPA in some more than 15%. It shows the dark area of Indian banking sector.
EXPERIMENTAL STUDY OF MECHANICAL AND TRIBOLOGICAL RELATION OF NYLON/BaSO4 POL...IAEME Publication
An experiment conducted in this study found that BaSO4 changed Nylon 6's mechanical properties. By changing the weight ratios, BaSO4 was used to make Nylon 6. This Researcher looked into how hard Nylon-6/BaSO4 composites are and how well they wear. Experiments were done based on Taguchi design L9. Nylon-6/BaSO4 composites can be tested for their hardness number using a Rockwell hardness testing apparatus. On Nylon/BaSO4, the wear behavior was measured by a wear monitor, pinon-disc friction by varying reinforcement, sliding speed, and sliding distance, and the microstructure of the crack surfaces was observed by SEM. This study provides significant contributions to ultimate strength by increasing BaSO4 content up to 16% in the composites, and sliding speed contributes 72.45% to the wear rate
ROLE OF SOCIAL ENTREPRENEURSHIP IN RURAL DEVELOPMENT OF INDIA - PROBLEMS AND ...IAEME Publication
The majority of the population in India lives in villages. The village is the back bone of the country. Village or rural industries play an important role in the national economy, particularly in the rural development. Developing the rural economy is one of the key indicators towards a country’s success. Whether it be the need to look after the welfare of the farmers or invest in rural infrastructure, Governments have to ensure that rural development isn’t compromised. The economic development of our country largely depends on the progress of rural areas and the standard of living of rural masses. Village or rural industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is based on stimulating local entrepreneurial talent and the subsequent growth of indigenous enterprises. It recognizes opportunity in the rural areas and accelerates a unique blend of resources either inside or outside of agriculture. Rural entrepreneurship brings an economic value to the rural sector by creating new methods of production, new markets, new products and generate employment opportunities thereby ensuring continuous rural development. Social Entrepreneurship has the direct and primary objective of serving the society along with the earning profits. So, social entrepreneurship is different from the economic entrepreneurship as its basic objective is not to earn profits but for providing innovative solutions to meet the society needs which are not taken care by majority of the entrepreneurs as they are in the business for profit making as a sole objective. So, the Social Entrepreneurs have the huge growth potential particularly in the developing countries like India where we have huge societal disparities in terms of the financial positions of the population. Still 22 percent of the Indian population is below the poverty line and also there is disparity among the rural & urban population in terms of families living under BPL. 25.7 percent of the rural population & 13.7 percent of the urban population is under BPL which clearly shows the disparity of the poor people in the rural and urban areas. The need to develop social entrepreneurship in agriculture is dictated by a large number of social problems. Such problems include low living standards, unemployment, and social tension. The reasons that led to the emergence of the practice of social entrepreneurship are the above factors. The research problem lays upon disclosing the importance of role of social entrepreneurship in rural development of India. The paper the tendencies of social entrepreneurship in India, to present successful examples of such business for providing recommendations how to improve situation in rural areas in terms of social entrepreneurship development. Indian government has made some steps towards development of social enterprises, social entrepreneurship, and social in- novation, but a lot remains to be improved.
OPTIMAL RECONFIGURATION OF POWER DISTRIBUTION RADIAL NETWORK USING HYBRID MET...IAEME Publication
Distribution system is a critical link between the electric power distributor and the consumers. Most of the distribution networks commonly used by the electric utility is the radial distribution network. However in this type of network, it has technical issues such as enormous power losses which affect the quality of the supply. Nowadays, the introduction of Distributed Generation (DG) units in the system help improve and support the voltage profile of the network as well as the performance of the system components through power loss mitigation. In this study network reconfiguration was done using two meta-heuristic algorithms Particle Swarm Optimization and Gravitational Search Algorithm (PSO-GSA) to enhance power quality and voltage profile in the system when simultaneously applied with the DG units. Backward/Forward Sweep Method was used in the load flow analysis and simulated using the MATLAB program. Five cases were considered in the Reconfiguration based on the contribution of DG units. The proposed method was tested using IEEE 33 bus system. Based on the results, there was a voltage profile improvement in the system from 0.9038 p.u. to 0.9594 p.u.. The integration of DG in the network also reduced power losses from 210.98 kW to 69.3963 kW. Simulated results are drawn to show the performance of each case.
APPLICATION OF FRUGAL APPROACH FOR PRODUCTIVITY IMPROVEMENT - A CASE STUDY OF...IAEME Publication
Manufacturing industries have witnessed an outburst in productivity. For productivity improvement manufacturing industries are taking various initiatives by using lean tools and techniques. However, in different manufacturing industries, frugal approach is applied in product design and services as a tool for improvement. Frugal approach contributed to prove less is more and seems indirectly contributing to improve productivity. Hence, there is need to understand status of frugal approach application in manufacturing industries. All manufacturing industries are trying hard and putting continuous efforts for competitive existence. For productivity improvements, manufacturing industries are coming up with different effective and efficient solutions in manufacturing processes and operations. To overcome current challenges, manufacturing industries have started using frugal approach in product design and services. For this study, methodology adopted with both primary and secondary sources of data. For primary source interview and observation technique is used and for secondary source review has done based on available literatures in website, printed magazines, manual etc. An attempt has made for understanding application of frugal approach with the study of manufacturing industry project. Manufacturing industry selected for this project study is Mahindra and Mahindra Ltd. This paper will help researcher to find the connections between the two concepts productivity improvement and frugal approach. This paper will help to understand significance of frugal approach for productivity improvement in manufacturing industry. This will also help to understand current scenario of frugal approach in manufacturing industry. In manufacturing industries various process are involved to deliver the final product. In the process of converting input in to output through manufacturing process productivity plays very critical role. Hence this study will help to evolve status of frugal approach in productivity improvement programme. The notion of frugal can be viewed as an approach towards productivity improvement in manufacturing industries.
A MULTIPLE – CHANNEL QUEUING MODELS ON FUZZY ENVIRONMENTIAEME Publication
In this paper, we investigated a queuing model of fuzzy environment-based a multiple channel queuing model (M/M/C) ( /FCFS) and study its performance under realistic conditions. It applies a nonagonal fuzzy number to analyse the relevant performance of a multiple channel queuing model (M/M/C) ( /FCFS). Based on the sub interval average ranking method for nonagonal fuzzy number, we convert fuzzy number to crisp one. Numerical results reveal that the efficiency of this method. Intuitively, the fuzzy environment adapts well to a multiple channel queuing models (M/M/C) ( /FCFS) are very well.
2. International Journal of Management
Introduction of MNP
Very soon MNP will be implemented in India8; hence the competition among the MNO’s
will further increase. In order to attract more customers and retain current customers
MNO’s will have to rely on VAS as brand differentiator. By enhancing VAS telecom
operators will be able to attract more consumers to them since VAS will create brand
differentiation.
Figure1: Average revenue per user
Source: TRAI Quaterly report
They can target different VAS services to different segment of customers. Once operator
becomes a replaceable carrier and number portability becomes a reality two things would
come under focus:
1) Service Quality of Operators
2) Value added services provided by Operators
VAS could actually become a differentiating factor for telecom operators once number
portability comes in. Mobile Number Portability is a boon for VAS application service
providers giving them an added advantage to create differentiation for operators’
offerings.
Auctioning of 3G spectrum
The operator will transfer from “speech emphasis communication operation” into “value-
added service primarily of information operation”1. Very soon 3G spectrum will also be
auctioned in India. 3G spectrum can support more voice channels and higher data rates
for VAS services. Hence more attention will be given to VAS once 3G spectrum is
auctioned. 3rd generation mobile communication networks (3G) have given a shift that
will irreversibly change the structure of the telecommunications industry. In an ideal "3G
world", roaming users will be offered an abundance of value-added services typically
developed by independent service providers
The booming Indian economy
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India has emerged as one of the fastest growing economies in the world, with spending
on infrastructure and consumption growing at a rapid pace. Growing employment
opportunities have resulted in a significant increase in disposable income, leading to a
growing acceptance of new technologies and expenditure on communication.
Increasing user comfort with basic mobility services
The Indian mobile telephony market has attained critical mass due to the increasing
affordability of mobile services, as well as the increasing comfort with basic mobility
services. A large chunk of users are comfortable with operating their mobile phones, and
would progress into demanding more value-add beyond basic voice applications, driving
the next phase of growth.
Personalization of content and devices
For a large number of subscribers, the mobile phone has become an extension of their
persona. The success of “caller ring back tones” is evidence that users are willing to
adopt services which offer them the possibility of personalization.
DIFFERENT VAS CATEGORIES
Entertainment VAS
The Entertainment MVAS includes services such as SMS, ringtones/CRBT (Caller Ring
Back Tunes), Customized wallpapers, animations, quiz, jokes, religious chants, music on
demand, video clips. The Entertainment MVAS enjoy the major share among all MVAS
services. These provide entertainment for leisure time usage. These not only generate
heavy volume (owing to its mass appeal) but also heavy usage. This service is not only
growing fast but also witnessing less churn as compared to other MVAS. Entertainment
VAS has the potential to remain a key contributor to Mobile VAS industry. To sustain the
MVAS growth, it is the responsibility of the industry to keep innovating applications at
regular intervals that attract users.
Info VAS
These services are characterized by the useful information it provides to the end user. The
Info MVAS refers to cricket/match alerts, news, astrology, banking information and
alerts, travel alerts (details like train, flight details etc.), movies related info, stock market
info. and alerts.
m-commerce VAS
These are the services which involve some money transaction using the mobile phone.
The m-Commerce MVAS refers to mobile banking like transfer of money, payments. M-
Commerce MVAS also offer services such as buying movie tickets, travel and holiday
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booking. . These can broadly be classified into 2 types - Mobile banking and Mobile
payments. Though in a nascent stage, off late many initiative have been taken in m-
Commerce space. A number of application providers are in the market with different
business models. Some are focusing on m-Payment, some on incorporating m-Commerce
into it while others on m-Banking aspects. A big boost to m-Commerce has come from
the Reserve Bank of India (RBI) which has recently come out with some guidelines. M-
Commerce penetration continues to be small but awareness is increasing.. The current
marketing focus is primarily on mobile bill payment and m-Banking. The major issue
with m-Commerce is the security. Its penetration can be increased with increased
awareness and assured security.
VAS REVENUE CONTRIBUTIONS
According to a Report (IAMAI & eTechnology Group@IMRB, August 2009) the MVAS
industry is estimated at Rs. 57.80 billion by end June 2009. P2P SMS contributes Rs
21.40 billion to the MVAS market and this goes only to the operators (the balance Rs
36.40 billion is divided between the different stakeholders including the operators.). Rs
23.12 billion come from CRBT/RT while the balance Rs 13.29 billion is divided amongst
the other services. MVAS currently contributes around 9 % to the operator’s revenue.The
market for MVAS has grown from Rs. 28.50 billion in Dec 2007 to Rs. 46 billion in Dec
2008. It touched Rs. 57.80 billion in Jun 2009.
Figure2: Contribution of various Value added services.
From the above figure we can see that major VAS share arises from SMS and CRBT/RT
PERCEIVED AND PRACTICAL VALUE
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5. International Journal of Management
Entertainment VAS: Entertainment VAS has been responsible for fueling the growth of
Mobile VAS in India and continues to do so. It has been able to capture the imagination
of the end consumer and is being used not only for self entertainment but also for self
expression as in the case of forwarded P2P messages, CRBT, etc. Entertainment VAS has
a very high perceived value but scores low on practical value2.
Info VAS: The key characteristic of Information VAS is that most of it caters to specific
segments within VAS users and is seldom of mass appeal. This makes the task of
marketing these services difficult. These have a moderate practical value and low
perceived value. But it has the potential of high practical value in cases such as stock
updates, etc.M-commerce VAS: M-commerce in India is at an embryonic stage and only
a small percentage of the mobile users are even aware of availability of such services.
Though it has a low perceived value, the practical value of m-Commerce has the highest
potential among all MVAS.
Figure3: Practical and perceived value
Source: IAMAI Report VAS 2009
REVENUE AND DATA FLOW IN VAS ECOSYSTEM
The data in the VAS ecosystem flows from the content owner directly to the operator or
through a content aggregator. The operator then makes it available to the end consumer.
The revenue is generated at the consumer end and is passed on to all other entities.
As with any value chain, since each player provides some value addition, each one gets a
share of the revenues. In the Indian scenario, the lion’s share of revenue goes to the
operator. This is about 70% of the revenue. The balance is divided between the
technology partner, aggregator and the content creator. So, in essence, of every ringtone
or wallpaper or game that a consumer downloads, 7/10 Rs. goes into the operator’s
pocket. Of the remaining 30%, the deal is flexible between the technology partner,
aggregator and content creator, with the bulk of revenue going to the content. Currently,
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operators pay 12% of the revenue per VAS transaction to the Wireless and Planning Co-
ordination (WPC), which regulates spectrum allocation.
The complete opposite is true abroad. There the operator gets to keep only about 30%.
The rest of the revenue goes to the other three and again the content creator gets the
largest share of the pie. This is in line with the rest of the media and entertainment
industry, where the content creator or owner gets to keep the lion’s share of the revenue
from the content.
Revenue flow
End User End user pays
for content
MNO Operator keeps
60-70% revenue.
Data Flow Aggregator gets
Content Aggregator
approx.
20-25%
revenue
Content owner
Content owner
gets 10-15% of
total revenue.
Figure 4: Data and revenue flow
PROBLEMS/BARRIERS TO GROWTH OF VAS
Low featured handsets
Despite considerable growth in mobile subscriber base, low feature handsets continue to
remain throughout the country. There has been phenomenal growth in mobile subscriber
base but the low feature handsets continue to be in large proportion. The purchase
decision for handsets continues to be driven by basic utility for voice. According to the
India Mobile Handset Usage Satisfaction Study 2007, an integrated digital camera, FM
Radio, and speaker phone features remain the most likely upgrade drivers. Features such
as Tri-band, Bluetooth, Infrared Port, etc., are growing, but are far from developing mass
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appeal. The lack of widespread adoption of feature-rich mobile handsets is a barrier to the
growth of MVAS in India. However, in the recent past, prices of feature-rich handsets
have declined sharply owing to increasing competition among manufacturers and
technological advances. There will be a move towards advanced feature handsets in the
future even if need and lifestyle do not justify it.
Low GPRS connectivity
GPRS connectivity is relatively low due to number of reasons such as handset capability,
telecom operators network capability and consumer education i.e. user friendliness for
accessing the services. GPRS is capable of providing rich information and also online
delivery experiences. There is a large population of users who are not familiar with
accessing GPRS. This can only pick up once the penetration of feature rich handsets
grows, and operators provide free GPRS connection.
Transparency in revenue sharing arrangements
The current revenue sharing arrangements favor the operators, and are in stark contrast to
the business models in established markets such as China, Japan, and Europe. There is a
need to create a transparent framework that clearly sets out balanced revenue sharing
arrangements, with a fair system of payouts to different stakeholders across the value
chain.
High VAS tariffs
Compared to the tariffs for voice, the VAS has much higher tariffs. Customers will more
openly use VAS if their tariffs are nearly same compared to voice service, else they will
stick to their core voice service.
INTERNATIONAL VAS SCENARIO
India had past US to become the number 2 wireless market (by subscriptions) in the
world. Each month India is adding nearly 8-9 million subscribers. Overall, the world
market is at almost 50% penetration. China ranks first when the number of mobile
subscribers is taken into account5. As we can see in the figure above although China has
highest number of subscribers, its mobile data revenue is less compared to US and Japan.
NTT DoCoMo continues to dominate the wireless data service revenues rankings with
over $12.13B in service data revenues for 2008. On an average, Japan and Korea have
over 40% of their revenue coming from data applications, US around 30%, and Western
Europe around 25%. On the other hand when we see India in the global scenario India
has around 13% revenue from data applications. Hence it’s clear that Indian mobile
market have a lot of potential in the data segment.
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Figure 5: Data revenue for top 10 global telecom operators
(Source: Chetan Sharma Consulting)
RESEARCH GAP
The Mobile Value added Services contribute a significant share in the operators’
revenues. There is very less work which tries to study the role of MVAS as a point of
purchase differentiator. The customer may change his mind at point of purchase based on
the value added services provided by the operator. It needs to be researched out that how
customer behaves at point of purchase.
POINT OF PURCHASE
Point of purchase is the location where the product or service may be or has been
purchased. It is that end time and place when the customer is about to buy the product.
There are various types of point-of-purchase displays, including window displays,
counter displays, banners of any kind. Generally, these displays are created and prepared
by the manufacturer for attracting the attention of the customer.
CONSUMER BEHAVIOUR
The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products), the behavior of consumers while shopping
or making other marketing decisions. Consumer behavior is the study of individuals,
groups and the processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the
consumer and society.
Research suggests that customers go through a five-stage decision-making process in any
purchase.
Problems recognition: Consumer identifies the needs or his own product requirements. In
this process his personality, environment, surrounding, economy may influence. For
example consumer needs some value added services on his network like web browsing.
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Information Search: In second step consumer searches for the available sources that can
offer him the desired quantity and quality of food. He keeps in mind, his status, his
economy and his physiological needs. At this stage consumer collects maximum
information necessary for making a decision. Here consumer tries to find out which
operators provide the GPRS service, who gives best data rates, charges minimum tariff
and such many other factors. Evaluation of Alternatives: Next step is processing this
collected data of various alternatives. Here a consumer compares available alternatives
with need and money he has. This process of evaluation may be influenced by various
personal, social, or psychological factors. Purchase Decision: Now customer in market is
able to make a right choice. Consumer makes a decision and purchase the type of
operator service he thinks more suitable at that situation.
Post Purchase Behavior: It is the response or reaction of consumer. Consumer will show
a positive response if product meets his perception and he feels good about the product.
Otherwise, response will be bad and consumer will not buy the services of that operator
again.
DECISION MAKING STRATEGIES
For each product, marketers need to understand the specific decision-making strategy
utilized by each consumer segment acquiring that product. If this is done, marketers can
position their product in such a manner that the decision-making strategy leads
consumers to select their product.
The first strategy is called compensatory strategies. In this strategy, consumers allow a
higher value of one attribute to compensate for a lesser value of another attribute. For
example if consumer is looking for a telecom operator service, a higher value of data
rates may compensate for lower voice quality.
The next strategy is called non compensatory strategy. In these strategies, each attribute
of a specific product is evaluated without respect to the other attributes, and even though
a product may have a very high value on one attribute, if it fails another attribute, it is
eliminated from consideration. The first of these is SATISFICING, in which the first
product evaluated to meet cutoff values for all attributes is chosen, even if it is not the
best. The second of these strategies, ELIMINATION BY ASPECTS, sets a cutoff value
for the most important attribute, and allows all competing products that meet that cutoff
value to go to the next attribute and its cutoff value.
The next is partially compensatory strategy. In this is MAJORITY OF CONFORMING
DIMENSIONS, in which the first two competing products are evaluated across all
attributes, and the one that has higher values across more dimensions, or attributes, is
retained. This winner is then evaluated against the next competitor, and the one that has
higher values across more dimensions is again retained.
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COLLECTION OF DATA
In order to find out consumer’s perception towards the different value added services the
authors carried out a survey. Questionnaire was used in the survey but it was based on a
more of an interview based way. The investigators interacted with the respondents based
on the questions listed in the questionnaire and later filled up the questionnaire based on
the responses. The disadvantage of this method was however it yields in a low response
rate and also the investigation was restricted to the Delhi NCR region only.
The questionnaire was divided into three parts. The first part consisted of consumers
rating different attributes as how much they are influenced by them at point of purchase,
on likert scale of 1 to 5 with 1 as not influenced and 5 as most influenced. In the second
part the consumer ranked those attributes and in third part the consumer selected the
attribute on the basis of which they would take on the services of a telecom operator. A
sample size of 100 was taken.
Based on the literature review different attributes considered were:
1) Entertainment services (Ringtones, Caller ring back tone, mobile games).
2) M-commerce services (mobile banking).
3) Info services (news, railways and stocks).
4) Internet surfing service (GPRS, GPS).
5) Social connectivity service (orkut, face book, twitter).
6) Data rates charged by the telecom operator.
7) Voice call rate/plans provided by the telecom operator.
8) Connectivity of the telecom operator.
DISCRIMINANT ANALYSIS
Discriminant analysis is a technique used in statistics to find a linear
combination of features which characterize or separate two or more classes of objects or
events. DA is closely related to ANOVA (analysis of variance) and regression analysis,
which also attempt to express one dependent variable as a linear combination of other
features or measurements.
Discriminant analysis basically consist of a Discriminant function which is created as a
linear combination of discriminating (independent) variables such as
Y = β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6 + β7X7 + β8X8 +c
In this case Y has only two values which are either zero or one.
Zero corresponds to consumer not being affected by VAS at point of purchase while one
corresponds to consumer being affected by VAS at point of purchase.
X1 to X8 are the discriminating variable or the independent variable. For the case of VAS
X1 to X8 are the various attributes listed above.
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β1 to β8 are the discriminant coefficients which are evaluated by the Discriminant analysis
technique. Higher the value of a coefficient more influencing is that corresponding
attribute.
C is a constant while Y is the dependent variable.
RESULTS OF DISCRIMINANT ANALYSIS
Value of discriminant function coefficients
Entertainment services β1 0.195
M-commerce services β2 -0.086
Info services β3 0.142
Internet surfing service β4 -0.159
Social connectivity service β5 -0.258
Data rates charged β6 0.089
Voice call rate/plans β7 0.819
Connectivity β8 0.588
Table 1: Discriminant function coefficients
From the above table it can be seen that voice call rates and connectivity have the highest
discriminant coefficient while m-commerce have lowest. Thus m-commerce is least
influencing.
In the ANOVA(analysis of variance) table below, the smaller the Wilks's lambda,
the more important the independent variable to the discriminant function.
Wilks’ Lambda Sig.
Entertainment services 0. 929 0.007
M-commerce services 0.943 0.017
Info services 0.910 0.002
Internet surfing service 0.912 0.003
Social connectivity service 0.865 0.000
Data rates charged 0.999 0.768
Voice call rate/plans 0.512 0.000
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Connectivity 0.625 0.000
Table 2: Wilks’ Lambda for independent variables
From the table above it can be seen that the Wilks’ Lambda value for voice call
rates/plans and connectivity is among the lowest.
Mean value of attributes for customers not influenced by VAS at point of purchase.
Attribute Mean Value
Entertainment services 2.56
M-commerce services 1.74
Info services 2.24
Internet surfing service 3.39
Social connectivity service 2.71
Data rates charged 3.51
Voice call rate/plans 4.55
Connectivity 4.6
Table 3: Mean value of attributes for customers influenced by VAS at point of purchase
Mean value of attributes for customers influenced by VAS at point of purchase.
Attribute Mean Value
Entertainment services 3.23
M-commerce services 2.3
Info services 3
Internet surfing service 4.19
Social connectivity service 3.8
Data rates charged 3.42
Voice call rate/plans 3.07
Connectivity 3.46
Table 4: Mean value of attributes for customers not influenced by VAS at point of
purchase
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According to the survey it was found out that at point of purchase 35% consumer were
influenced by voice call rates offered by telecom operator while 24% were influenced by
connectivity. 15% consumers were influenced by data rates, 10% by internet (GPRS)
service, 5% by social connectivity, 4% by entertainment service, 4% by m-commerce
while mere 3% by info service.
Most of the consumers are influenced by connectivity and rate/plans offered by telecom
operator whether it be voice or data.
Figure 6: Distribution of attributes influencing consumers
From the above analysis it is clear that VAS is not a point of purchase differentiator since
• Discriminant coefficient for voice call rate/plan and connectivity are highest
hence these attributes are most dominating while m-commerce is least.
• The Wilks’ Lambda coefficient is smallest for voice rate/plan and connectivity
hence these are more important variable to the discriminant function.
• 35% consumers selected voice rates/plan while 24% selected connectivity as the
most influencing attribute at point of purchase.
CONCLUSION AND RECOMMENDATIONS
Mobile VAS industry is still nascent stage in India. There is a lot of potential in VAS
market which the telecom operators still need to explore. By the survey it’s clear that at
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point of purchase consumers are mostly influenced by call rates/plans for voice and
connectivity. Like voice the cost of VAS to the consumer need to be brought down to
attract them.
Since basic voice service and connectivity proved to be the most influencing factors to
the consumers the VAS fails to create brand differentiation. Currently VAS is not a point
of purchase differentiator. Operator focus should be towards VAS promotion to create a
distinct space in consumers mind.
References:
1. WANG Chun, XIE Zhong, XU Shi-cai, ZHANG Hai-ying, School of Economics
and Management, China University of Geosciences(CUG) (Wuhan), China,
“Research of Value-Added Service Operation of Third Generation”.
2. IAMAI & eTechnology Group@IMRB (August 2009), “Mobile Value Added
Services In India”
3. Boston Analysis “A Study of the Mobile Value Added Services (MVAS) Market in
India” (October 2007)
4. TRAI available at www.trai.gov.in
5. Chetan Sharma Consulting, “Global Wireless Data market”.
6. The Economic Times “Mobile VAS players line up offerings, Aug 5, 2008”
7. The Economic Times “What makes India the fastest growing telecom market?”, 25th
October 2009
8. www.dot.gov.in
9. Sukhjinder Singh Sidhu And Manjit Kaur Sidhu, “Enhanced Services with
Intelligent Networks”.
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Annexure-1 Questions asked:
Please rate your choice at point of purchase with a scale of 1 as not influenced and 5 as
extremely influenced.
1) At point of purchase I am influenced by Entertainment services (Ringtones, Caller
ring back tone, mobile games) of the telecom operator.
1 2 3 4 5
2) At point of purchase I am influenced by m-commerce services (mobile banking)
of the telecom operator.
1 2 3 4 5
3) At point of purchase I am influenced by Info services (news, railways and stocks)
of the telecom operator.
1 2 3 4 5
4) At point of purchase I am influenced by Internet surfing service (GPRS, GPS) of
the telecom operator.
1 2 3 4 5
5) At point of purchase I am influenced by Social connectivity service (orkut, face
book, twitter) of the telecom operator.
1 2 3 4 5
6) At point of purchase I am influenced by data rates charged by the telecom
operator.
1 2 3 4 5
7) At point of purchase I am influenced by voice call rates charged by the telecom
operator.
1 2 3 4 5
8) At point of purchase I am influenced by connectivity of the telecom operator.
1 2 3 4 5
While purchasing the services of a telecom operator please rank the following attributes
1) Entertainment services (Ringtones, Caller ring back tone, mobile games)
2) m-commerce services (mobile banking)
3) Info services (news, railways and stocks)
4) Internet surfing service (GPRS, GPS)
5) service (orkut, face book, twitter)
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6) voice call rates charged
7) Data rates charged
8) Connectivity of operator
I have at point of purchase chosen _______________ on the basis of
__________________________.
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