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Future of VAS In India
The document discusses the decline of traditional promotional methods in India, specifically SMS and voice services, advocating for a shift to digital advertising and app-based solutions. As user engagement moves towards instant messaging and apps, telecom operators face significant revenue losses. It emphasizes the importance of user experience and personalization in retaining consumers amidst the growing competition from content platforms and social media.
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Future of VAS In India
- 1. The future ofVAS In India
- 2. Old mediums ofpromotions are Dead or soon be Dead The sooner you stop using promotional SMS, Voice OBD and WAP Pushes to reach consumer, the better it is. The world has moved on to real marketing Choose new Mediums like Digital Advertising and improve on user experience
- 3. SMS will beDead sooner than you think Social Messaging is IN Ovum finds that increasing use IP-based social messaging services by users on their smart phones cost telecom operators $8.7 billion in lost SMS revenues in 2010, and $13.9 billion in 2011. This is set to increase in future.
- 4. Instant messaging willcontinue to stay 25% of Urban Indians Use IM Used preloaded IM Application 25.7% Web browser for IM – 19.1% Third Party Download IM App – 16.8% 311.2 million users of mobile instant messaging (IM) in 2010, expected to grow to 1.3 Billion by 2016 Globally
- 5. P2A SMS willbe A2P or A2A Once a Giant in VAS Revenues P2A SMS will be Dead soon if the services doesn’t evolve. The most logical step in evolution is moving to Enterprise Solutions Utilise P2A SMS for Enterprise, Banking & Alerts
- 6. Short code basedVoice Based Services will soon be over Since there will be no promotional SMS to end Consumers, the most revenue generating service will suffer the most. Consumer will not remember your short codes, MM nos and plenty of services. The Solution bond with Phone or an App. Phone based Voice Services will Rule
- 7. Apps are NextDelivery Medium App downloads forecasted to reach 17.7 billion downloads in 2011, a 117 percent increase from an estimated 8.2 billion downloads in 2010, Revenues $15.1Billion up from $ 5.2 billion in 2010, a 190% jump Why prefer Apps Awesome Products Word of mouth Strong user experience Quality Matters Great Recall Today almost every service is getting delivered through Apps.
- 8. Growth will comefrom Data, coupled with Apps Don’t think Data Alone, Think Apps too. Since Service delivery will happen on App Data usage will rise. An average app consumes 0.89 MB in a minutes and 10.7 MB in an hour. A typical app user could find that they through around 119 MB a month or 1. a year. An average Smartphone owner spendi 667 minutes a month using apps such Angry Birds, Facebook etc
- 9. Browsing is thefirst logical step in Data Footfall on your shopping mall. The average amount of traffic per Smartphone in 2010 was 79 MB per month up from 35 MB per month in 2009. People are Browsing you tube, Facebook, News etc. People always Visit more, Buy less. Monetize Visits
- 10. Why It’s aSocial world Entire Social Media is answer is one Question & it revolves around one person – You What’s important is you And of course all Social media is thriving on User generated content and Sharing. Design products which revolve around the person. 11 million users of LinkedIn in India Remember products from AOL India on P2A SMS. Facebook --More than 350 million Users on Mobile Meaning of your name 42% of users access Facebook through their mobiles. Compatibility 38 million users in India, third largest user of face book Take lessons – Personalise to be shared
- 11. Enriched Media shouldbe your answer People consume Media now on Devices Ever tried listening to FM on mobile ?? Do you buy Mobile phone only for calling ?? There are 200 million mobile video playbacks every day 22% of Global mobile Bandwidth is consumed by You tube 52% of Global Mobile streaming is by you tube Mobile TV Growth 28%, By 2014, more than 500 million users worldwide. 2016- 10% of the world population will subscribe to Mobile TV
- 12. Make use ofLibraries Heard about Spotify ?? Follow I tunes Example Library of content will drive consumers on its own to reach, search and download. Make Rich Libraries.
- 13. User Experience isKey Use your own products Redesign your Product 59% of the Indian Population may never use desktop to access internet For many of them the first and last experience is mobile, they may never come back If the user experience is bad. This holds true for all the products including voice
- 14. People are consumingcontent from various sources Retain Consumers First Apps, Social Media, Media houses, OEM content platforms are luring customers away from Telco’s. People will continue doing so since Telco’s are obsessed with Short term Gains and Revenues from VAS.
- 15. https://www.facebook.com/groups/VASContent/ Chandan Mishra Wireless Telecom professional New Delhi - India http://in.linkedin.com/in/chandanmishra
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