Magic Voice is an interactive voice response service launched by Idea in Tamil Nadu, India that allows users to change their voice during phone calls. It has 140 voice options available across 9 categories. While existing voice changing apps require smartphones, Magic Voice works on all mobile phones. The service is aimed at children and youth in Tamil Nadu and bridges the gap between smartphone and basic phone users. However, user interest needs to be sustained over time and expanded beyond the current youth and female user focus to increase adoption rates.

1. Magic Voice
An insight into the Product
Garima Yadav,FT13220
Great lakes college of Management

2. Current Market- Indian
telecom industry
• IAMAI—along with IMRB—has issued a report that indicates that the India Mobile
VAS market is expected to reach INR 26,000 crores by the end of this year, and has
a growth rate of 28%.
• It is predicted that direct revenue from the sale of apps, in-app purchases and
subscriptions across smartphones and tablets will be rising to $36.7 billion by 2015
Total Mobile Users in India 919000000
Total ARPU(per user per month) 88
ARPU for MVAS(per user per month) 24
Total MVAS Indian market 264672000000
MVAS (as % of ARPU) 27%

3. Magic Voice
• Developed by international division of Techzone, BnG, ―Magic Voice‖ is an
Interactive Voice response service, especially created targeting ALL phone
users
• It changes voice in 9 different ways where a total of 140 voices are available
• The existing voice change applications are mobile specific, however Magic
Voice is the first handset-independent service.
• The service is launched by Idea in Tamil Nadu. It is also available as an
application for smart phone users.
• In India there are only 23% smart phone users but now with MVAS, rest can
also use this service.
• Idea has a 12% market share.

4. Marketing Mix – Magic
Voice
• Product
– ―Magic Voice‖ is an innovative, first of its kind – Handset independent
Mobile Value added service
– Launched on 15th May, 2012, the product is in the introduction state of
PLC.
– Allows users to change their voice while making a mobile call. The
available voice options: ―Bugs Bunny, Monster, Tweety bird, Don,
Donald Duck, Male, Baby, Female & Kid‖.
– Magic Voice application can handle 720 voice changing calls
simultaneously

5. Marketing Mix-Cont.
Price
– Magic Voice is charged at Rs 1/per minute
Place
– Launched in the city of Tamil Nadu to cater to a total of 3.18 million
mobile subscribers.
Promotion
– The most popular form of promotion remains as Bulk SMS.
– Strongest mode is word of mouth
– Advertisements showing that youth is poweful.

6. Segmentation, Positioning
Target Segment
– The target segment is the children and youth.
– Age group – 4 to 25
Positioning
– Urban and Rural population of Tamil Nadu
– Educated and uneducated customers as it is simple to use.
– Bridge the gap between users with smart phones and simple handsets

7. Gaps
• Although Magic Voice has captured a lot of attention very quickly, yet we
have to look forward to a sustainability of this feature. Usually such products
are categorized under the FAD category.
• Only 17% of users in the age group of 38 yrs +
use this service.
• Majority female users. Thus, male users interest
yet to be captured.
• Social media not being used to the fullest

8. Recommendations
• Additions of styling and features for time to time to ensure a sustainable growth.
– Voice options of famous personalities like actors, sportsperson etc
– Voice Messages through Magic Voice.
– Options of setting ringtones and caller tunes in own voice using Magic Voice
– Custom messages of Voice mailboxes through magic voice
• Users in the age of 38+ can record greetings in their own voice and sent it to their
children.
• Greetings like festival or birthday greetings can be recorded and voice messages be
sent
• Separate pages be created on the social sites like facebook. A fan following be
maintained and updates sent to all the fans. Also users must be allowed to post their
experiences on this page.
• Voice Messages
– Birthday greetings in one’s own voice with added special effects using Magic
Voice.
– Bulk Voice Message sending option through Magic Voice. Eg, Christmas
greetings sent to all loved ones in a fun filled tone would bring loads of smiles.

9. Thank you!!