This document provides an overview of the mobile value added services (VAS) market in India. It estimates the current size of the Indian mobile VAS market to be Rs. 2850 crore growing at 60% annually to reach Rs. 4560 crore by the end of 2007. The market is currently dominated by entertainment services such as P2P SMS, ringtones, games, and music. Factors driving the growth of the VAS market include India's growing economy, increased comfort with mobile phones, personalization of devices, and lower mobile call rates. The document also discusses the revenue sharing model and outlines some challenges and future opportunities for the VAS sector in India.
The Indian MVAS market is predicted to grow at a CAGR of 25% between 2012 and 2015 to reach US $9.5 billion in 2015, from an estimated US $4.9 billion in 2012. The estimate comes from a report jointly commissioned by Wipro Technologies and The Internet and Mobile Association of India (IAMAI).
40% Of TikTok’s India Market Captured By Homegrown AppsRedSeer
Increase in smartphone sales driven by a rising middle class, more digitalization through tech advancements such as 5G, etc. Shorter attention spans of Millennials and GenZ, Increased visibility for creators, need for entertainment, Vast vernacular libraries. Short curated videos to be the primary source of entertainment (acting as fillers during breaks between daily tasks), Social community through short-form to aid in enhancing retention. High stickiness because of the wide array of content ( Challenges, hashtags, etc), monetization opportunities will aid in enhancing stickiness. Enhanced tech engine ensures better personalization and content moderation, leading to increased daily engagement.
Report on Consumption of Smartphone in Pakistan | Microeconomics Project Repo...Mark Bourne
This document discusses the consumption of smartphones in Pakistan. It begins by listing the group members who submitted the document. It then provides contents, acknowledgements, and an abstract. The main sections discuss demand and supply of smartphones, important components of a digital economy, the importance of mobile technology for national growth, the smartphone marketplace structure in Pakistan, user migration to mobile broadband, import of leading devices, domestic manufacturing, the commercial climate, Pakistan's position in the digital world, and improving the mobile sector taxation policy. Key findings are that domestic manufacturers could meet 80% of smartphone demand in 2-3 years, boosting the economy and reducing imports.
The Future of Internet Content Consumption in India | Zinnov Zinnov
This study is a comprehensive view of the future of Internet content consumption in India, focusing on key aspects like -
a) the current state of Indian mobile ecosystem
b) changing paradigm of content consumption
c) the disruption in content creation and curation
d) the role of ecosystem leverage and collaboration
To get more insights on the trends shaping the content consumption landscape in India, write to us at info@zinnov.com.
Digital india-technology-to-transform-a-connected-nation-full-reportCol Mukteshwar Prasad
India’s digital surge is well under way on the consumer side, even as its businesses show uneven adoption and a gap opens between digital leaders and other firms. This report examines the opportunities for India’s future digital growth and the challenges that will need to be managed as it continues to embrace the digital economy.—India is one of the largest and fastest-growing markets for digital consumers, with 560 million internet subscribers in 2018, second only to China. Indian mobile data users consume 8.3 gigabits (GB) of data each month on average, compared with 5.5 GB for mobile users in China and somewhere in the range of 8.0 to 8.5 GB in South Korea, an advanced digital economy. Indians have 1.2 billion mobile phone subscriptions and downloaded more than 12 billion apps in 2018. Our analysis of 17 mature and emerging economies finds India is digitising faster than any other country in the study, save Indonesia—and there is plenty of room to grow: just over 40 percent of the populace has an internet subscription.—The public and private sectors are both propelling digital consumption growth. The government has enrolled more than 1.2 billion Indians in its biometric digital identity programme, Aadhaar, and brought more than 10 million businesses onto a common digital platform through a goods and services tax. Competitive offerings by telecommunications firms have turbocharged internet subscriptions and data consumption, which quadrupled in both 2017 and 2018 and helped bridge a digital divide; India’s lower-income states are growing faster than higher-income ones in internet infrastructure and subscriptions. Based on current trends, we estimate that India will increase the number of internet users by about 40 percent to between 750 million and 800 million and double the number of smartphones to between 650 million and 700 million by 2023.
Key themes in this section:
1. Moats for the winning play Based on learnings from global successful models, we have created a capability framework for identifying ‘emerging winners’ with proven capabilities
2. Experience on ‘emerging winners’
platforms Basis deep research on multiple aspects including personalization, user feedback and creator feedback- we have created a nuanced view of current experience on the platforms
Using E Commerce To Fuel Rural Growth In India by Sohag SarkarSohag Sarkar
This document discusses using e-commerce to fuel growth in rural India. It proposes a 5-star model to introduce e-commerce in rural areas through 5 steps: strategizing and setting up infrastructure, simplifying the technology, simulating online transactions, showcasing success stories, and spreading to new areas. Some challenges include lack of infrastructure, technology access, finance, and diversity across rural India. Solutions involve expanding telecommunications access, using wireless technologies, leveraging existing fiber networks, training local teachers, and promoting national languages. Successful case studies and potential e-commerce applications for rural areas are also outlined.
Mobility and mobile marketing in India 2014 - report by Strategic Marketing S...Michael Leander
With nearly 904 million subscribers, India has the second largest telecom network globally. However, rural tele-density remains low at 41% compared to urban density of 147%. Affordable smartphones and lower call rates are expected to drive further growth. The key drivers of the industry are the proliferation of smartphones, expansion of 3G/4G networks, and mobile internet usage increasing to one-third of users by 2016. However, operators face challenges of protecting customer base, sustaining margins in rural areas with lower ARPU, lack of infrastructure in rural areas, intense price competition, and limited 3G spectrum availability.
The Indian MVAS market is predicted to grow at a CAGR of 25% between 2012 and 2015 to reach US $9.5 billion in 2015, from an estimated US $4.9 billion in 2012. The estimate comes from a report jointly commissioned by Wipro Technologies and The Internet and Mobile Association of India (IAMAI).
40% Of TikTok’s India Market Captured By Homegrown AppsRedSeer
Increase in smartphone sales driven by a rising middle class, more digitalization through tech advancements such as 5G, etc. Shorter attention spans of Millennials and GenZ, Increased visibility for creators, need for entertainment, Vast vernacular libraries. Short curated videos to be the primary source of entertainment (acting as fillers during breaks between daily tasks), Social community through short-form to aid in enhancing retention. High stickiness because of the wide array of content ( Challenges, hashtags, etc), monetization opportunities will aid in enhancing stickiness. Enhanced tech engine ensures better personalization and content moderation, leading to increased daily engagement.
Report on Consumption of Smartphone in Pakistan | Microeconomics Project Repo...Mark Bourne
This document discusses the consumption of smartphones in Pakistan. It begins by listing the group members who submitted the document. It then provides contents, acknowledgements, and an abstract. The main sections discuss demand and supply of smartphones, important components of a digital economy, the importance of mobile technology for national growth, the smartphone marketplace structure in Pakistan, user migration to mobile broadband, import of leading devices, domestic manufacturing, the commercial climate, Pakistan's position in the digital world, and improving the mobile sector taxation policy. Key findings are that domestic manufacturers could meet 80% of smartphone demand in 2-3 years, boosting the economy and reducing imports.
The Future of Internet Content Consumption in India | Zinnov Zinnov
This study is a comprehensive view of the future of Internet content consumption in India, focusing on key aspects like -
a) the current state of Indian mobile ecosystem
b) changing paradigm of content consumption
c) the disruption in content creation and curation
d) the role of ecosystem leverage and collaboration
To get more insights on the trends shaping the content consumption landscape in India, write to us at info@zinnov.com.
Digital india-technology-to-transform-a-connected-nation-full-reportCol Mukteshwar Prasad
India’s digital surge is well under way on the consumer side, even as its businesses show uneven adoption and a gap opens between digital leaders and other firms. This report examines the opportunities for India’s future digital growth and the challenges that will need to be managed as it continues to embrace the digital economy.—India is one of the largest and fastest-growing markets for digital consumers, with 560 million internet subscribers in 2018, second only to China. Indian mobile data users consume 8.3 gigabits (GB) of data each month on average, compared with 5.5 GB for mobile users in China and somewhere in the range of 8.0 to 8.5 GB in South Korea, an advanced digital economy. Indians have 1.2 billion mobile phone subscriptions and downloaded more than 12 billion apps in 2018. Our analysis of 17 mature and emerging economies finds India is digitising faster than any other country in the study, save Indonesia—and there is plenty of room to grow: just over 40 percent of the populace has an internet subscription.—The public and private sectors are both propelling digital consumption growth. The government has enrolled more than 1.2 billion Indians in its biometric digital identity programme, Aadhaar, and brought more than 10 million businesses onto a common digital platform through a goods and services tax. Competitive offerings by telecommunications firms have turbocharged internet subscriptions and data consumption, which quadrupled in both 2017 and 2018 and helped bridge a digital divide; India’s lower-income states are growing faster than higher-income ones in internet infrastructure and subscriptions. Based on current trends, we estimate that India will increase the number of internet users by about 40 percent to between 750 million and 800 million and double the number of smartphones to between 650 million and 700 million by 2023.
Key themes in this section:
1. Moats for the winning play Based on learnings from global successful models, we have created a capability framework for identifying ‘emerging winners’ with proven capabilities
2. Experience on ‘emerging winners’
platforms Basis deep research on multiple aspects including personalization, user feedback and creator feedback- we have created a nuanced view of current experience on the platforms
Using E Commerce To Fuel Rural Growth In India by Sohag SarkarSohag Sarkar
This document discusses using e-commerce to fuel growth in rural India. It proposes a 5-star model to introduce e-commerce in rural areas through 5 steps: strategizing and setting up infrastructure, simplifying the technology, simulating online transactions, showcasing success stories, and spreading to new areas. Some challenges include lack of infrastructure, technology access, finance, and diversity across rural India. Solutions involve expanding telecommunications access, using wireless technologies, leveraging existing fiber networks, training local teachers, and promoting national languages. Successful case studies and potential e-commerce applications for rural areas are also outlined.
Mobility and mobile marketing in India 2014 - report by Strategic Marketing S...Michael Leander
With nearly 904 million subscribers, India has the second largest telecom network globally. However, rural tele-density remains low at 41% compared to urban density of 147%. Affordable smartphones and lower call rates are expected to drive further growth. The key drivers of the industry are the proliferation of smartphones, expansion of 3G/4G networks, and mobile internet usage increasing to one-third of users by 2016. However, operators face challenges of protecting customer base, sustaining margins in rural areas with lower ARPU, lack of infrastructure in rural areas, intense price competition, and limited 3G spectrum availability.
Indian Unicorns will continue to strengthen through acquisitions in Mobile, M...ProductNation/iSPIRT
With Mergers and Acquisitions (M&A) totaling $2.27bn since Jan 2011, technology majors as well as large Indian ‘Unicorns’ are likely to continue acquiring Indian Technology product startups to fill technology gaps as well as talent requirements. This was among the key trends to emerge from the Think Next Roundtable Report - 2015 India technology Product M&A Industry Monitor Report released by iSPIRT, India’s software products think tank, technology focused M&A advisory boutique Signal Hill and Microsoft Ventures.
Flipkart-Walmart deal has been a landmark moment in the history of e-tailing. Since its humble beginnings in 2000, e-tailing has come a long way. The growth story of the industry in the last 10 years has been nothing less than remarkable. While the growth had slowed down between 2014-2016 due to multiple factors like DIPP regulations and demonetization, 2017 has seen a turnaround for the industry.
This document discusses mobile commerce (m-commerce) and the technologies that enable it. It provides details on:
- The growth of m-commerce globally, with regions like Asia-Pacific, the Middle East and Africa seeing over half of online shoppers making purchases through mobile devices by 2014.
- Factors driving m-commerce growth like a study finding it will grow 42% annually, tripling the growth of overall e-commerce.
- Technologies that power m-commerce transactions, including GSM, GPRS, EDGE, UMTS, WiMAX, UWB, RFID and wireless network standards.
- Potential applications of wireless technologies in areas like field service, sales, healthcare
Disseratation report impact of reliance jio on telecom industrySahal Patel
The document is a project report submitted by Sahal Patel to Unitedworld School of Business in partial fulfilment of a Post Graduate Diploma in Management. The report examines the impact of Reliance Jio Infocomm on the Indian telecom industry. It provides background on the Indian telecom industry and an overview of Reliance Jio Infocomm. Key points covered include Reliance Jio's launch of 4G services across India, partnerships to sell 4G smartphones, rapid growth in subscriber numbers, and upcoming plans to launch a DTH service.
- India's growth is increasingly being driven by urbanization, with urban areas expected to contribute over 70% of national GDP by 2020, up from 65% in 2015.
- A new wave of high-potential non-metro cities has emerged as major consumption hubs, including 42 cities that have household incomes and populations comparable to India's 8 major metros.
- These 42 "new wave" cities are growing faster than metros in terms of population and GDP growth, catching up rapidly to the level of development in metros.
Besides the fact that 40% of the total Indonesian population has internet access, Indonesia is also stated as the third biggest smartphone market in the Asia-Pacific region, so that it is expected that in the next years, Indonesia will become one of the nations with the most internet users in the world. It makes the ecommerce industry offers a high potential growth for Indonesian market. Find out how to establish an ecommerce company in Indonesia through this presentation.
Check also the complete article here: http://www.cekindo.com/opening-an-e-commerce-company-in-indonesia.html
MEDICI’s new ‘Indonesia FinTech Report 2021’ analyzes the country’s FinTech sector and trends in the last three years—a deep-dive by segments & subsegments, funding patterns, M&As, ecosystem partnerships, industry drivers, and perspectives drawn out of regulatory, geopolitical, economic, and market dynamics.
Top Digital Trends Shaping Digital India by NASSCOMDivya Jain
Take a look at some of the best digital trends helping shaping up a digital India in 2018. Insights shared by NASSCOM experts.
https://community.nasscom.in
A case study on e payment giants freecharge & pay tm 5music
This document provides a case study comparing the business strategies of Freecharge and PayTM, two leading e-payment platforms in India. PayTM has adopted a diversification strategy, expanding into e-commerce, ticketing, and other services to offer customers a holistic experience. In contrast, Freecharge has maintained a sharp focus on its core business of mobile and DTH recharges, aiming to achieve specialization. The case study examines which approach may emerge as better in the long run for generating sustainable returns.
The document discusses hiring trends in the e-commerce industry in India. It states that around 100,000 core technology jobs will focus on e-commerce technologies and skills like algorithms, interfaces, digital skills, and social/mobile/analytics/cloud skills. An additional 300,000 jobs will be in e-logistics, primarily delivery and last mile delivery. Popular roles include product management, marketing, supply chain management, and customer service. E-commerce companies are hiring at top B-schools and offering competitive salaries, with some delivery executive salaries above entry-level engineers. Overall, the e-commerce market is expected to add over 44,000 new jobs in 2019 and grow salaries as demand increases for talent.
Globally internet has changed the way in which businesses were performed traditionally. Developed countries have benefited from implementing e-commerce. But, in case of emerging economies like India the adoption of e-commerce has been very slow due to challenges posed by a number of barriers. In India, though the large corporations have adopted e-commerce and successfully explored the business opportunities, the small and medium enterprises (SMEs) are yet to benefit from adopting e-commerce. This presentation reflects on the barriers that the SMEs face in India in process of adoption of e-commerce. It analyses both the external and internal factors that affect the adoption of e-commerce. In the end recommendations are also mentioned.
The document discusses the mobile market in emerging economies like Southeast Asia. It notes that:
1) Low-income customers who spend $5 or less per day make up the majority of subscribers in these markets, but operators can achieve high profits of 60% EBITDA or more by addressing their needs.
2) While most users currently come from cities and are young professionals, the future growth will come from connecting the remaining 65% of people in rural areas.
3) To be successful, operators need to understand the needs of both mainstream low-income users and the smaller high-end user segment, and offer services that provide value to low-income users' priorities like communication with family members working abroad.
This document presents a comparative study of major telecom service providers in India based on secondary data analysis and a customer satisfaction survey. It analyzes the providers over the last five years on business metrics like net sales, profit after tax, total income, total expenditures, and market capitalization. It also evaluates customer satisfaction levels for the providers based on factors like network coverage, tariffs, plans, billing, and customer service. The study found that Bharti Airtel led in all business metrics over the period analyzed and had the highest overall customer satisfaction levels among the major Indian telecom providers.
Gated community $ 500B consumption story in 2026RedSeer
Gate management platforms have emerged as a popular service for residents of gated communities in India's top 50 cities. MyGate currently dominates the market with an 80-82% share. These platforms provide services like visitor entry approval and community notifications. Their adoption rate in gated communities is around 25% currently. Gate management platforms have the potential to capture new opportunities in areas like social commerce, real estate classifieds, and brand engagement, with a total addressable market estimated at $35-40 billion. Gated communities are expected to play a growing role in India's consumption story, with household numbers and spending set to double over the next decade.
This document discusses the problems faced by e-commerce in rural areas of India from a supply chain perspective. Some of the key reasons for low supply include poor last-mile connectivity, lack of warehouses and inventory, and a cumbersome taxation system. On the demand side, issues include language barriers, lack of perception of e-commerce, and poor internet connectivity. One successful model is StoreKing, which uses kiosks equipped with tablets and monitors in villages across South India, delivering over 100,000 orders per month. Recommendations include employing village retailers as agents and making websites available in regional languages. Government initiatives like Digital India aim to increase internet access and simplify taxation through GST.
Payments
Lending
Insurance
Wealth
Management
Digital
Banking
E-wallets
Buy Now Pay Later
Micro Insurance
Robo Advisory
Neo Banks
Mobile Money
Personal Loans
Health Insurance
Digital Assets
Branchless Banking
Digital Remittance
SME Loans
Life Insurance
Digital
Banking
Digital Payments
Digital Lending
Digital Insurance
Digital Wealth
Digital Banking
E-commerce Payments
Invoice Financing
Crop Insurance
P2P Lending
Micro Factoring
Sup
The document discusses the opportunity for online higher education and lifelong learning in India. It estimates the market size to grow 10x over the next 5 years to reach $5 billion by 2025, driven by regulatory changes, increasing enrollment in higher education, and demand for upskilling. It analyzes the different business models and argues that full-stack models that provide an end-to-end experience are best positioned to capture growth at scale. Customer experience, scalability, and efficient economics are identified as key factors for success in the online education market.
The mobile industry in India has become the fourth screen after cinema, television, and internet. Low tariffs and inexpensive handsets have led to over 50% mobile penetration across social, economic, and regional groups. The number of mobile subscribers is 17 times more than wireline subscribers and continues to grow over 20% each half year. While rural subscribers account for 70% of the total, signifying significant potential for growth in rural areas.
This report summarizes the Indonesian fintech industry in 2018. Key points include:
1) Total disclosed fintech investment was $182.3 million, a 3% increase over 2017, with lending startups receiving 57% of funding.
2) Fintech lending has grown significantly, with over 13.8 trillion Rupiah disbursed in loans as of September 2018. 84% of loans were in Java.
3) New regulations from OJK and BI aimed to strengthen consumer protections and ensure security, including rules for e-money, digital banking, and fintech innovation. A new fintech lending association AFPI was also established.
This curriculum vitae is for Bawneesh Kaushal, a PHP developer with over 3 years of experience developing web applications. He is seeking a position as a Software Engineer where he can contribute to developing new web technologies. He has skills in PHP frameworks like Oscommerce, Wordpress, and Magento, as well as Core PHP, JavaScript, jQuery, Ajax, MySQL, HTML and CSS. His work experience includes positions at SJS IT7 Solutions as a Senior Software Engineer and at other companies as a Software Programmer and Associate Software Programmer, where he developed e-commerce and web applications. He has a Bachelor's degree in Information Technology and a diploma in Computer Science and Engineering.
Latest jobs Posted on Freshjobzstreet.com To apply Share resume at jobs@freshjobzstreet.com Visit - Plot # 108, Industrial Area, Phase - I Chandigarh or Call 0172-5177788 or 9878777888 or share resume at jobs@freshjobzstreet.com
Indian Unicorns will continue to strengthen through acquisitions in Mobile, M...ProductNation/iSPIRT
With Mergers and Acquisitions (M&A) totaling $2.27bn since Jan 2011, technology majors as well as large Indian ‘Unicorns’ are likely to continue acquiring Indian Technology product startups to fill technology gaps as well as talent requirements. This was among the key trends to emerge from the Think Next Roundtable Report - 2015 India technology Product M&A Industry Monitor Report released by iSPIRT, India’s software products think tank, technology focused M&A advisory boutique Signal Hill and Microsoft Ventures.
Flipkart-Walmart deal has been a landmark moment in the history of e-tailing. Since its humble beginnings in 2000, e-tailing has come a long way. The growth story of the industry in the last 10 years has been nothing less than remarkable. While the growth had slowed down between 2014-2016 due to multiple factors like DIPP regulations and demonetization, 2017 has seen a turnaround for the industry.
This document discusses mobile commerce (m-commerce) and the technologies that enable it. It provides details on:
- The growth of m-commerce globally, with regions like Asia-Pacific, the Middle East and Africa seeing over half of online shoppers making purchases through mobile devices by 2014.
- Factors driving m-commerce growth like a study finding it will grow 42% annually, tripling the growth of overall e-commerce.
- Technologies that power m-commerce transactions, including GSM, GPRS, EDGE, UMTS, WiMAX, UWB, RFID and wireless network standards.
- Potential applications of wireless technologies in areas like field service, sales, healthcare
Disseratation report impact of reliance jio on telecom industrySahal Patel
The document is a project report submitted by Sahal Patel to Unitedworld School of Business in partial fulfilment of a Post Graduate Diploma in Management. The report examines the impact of Reliance Jio Infocomm on the Indian telecom industry. It provides background on the Indian telecom industry and an overview of Reliance Jio Infocomm. Key points covered include Reliance Jio's launch of 4G services across India, partnerships to sell 4G smartphones, rapid growth in subscriber numbers, and upcoming plans to launch a DTH service.
- India's growth is increasingly being driven by urbanization, with urban areas expected to contribute over 70% of national GDP by 2020, up from 65% in 2015.
- A new wave of high-potential non-metro cities has emerged as major consumption hubs, including 42 cities that have household incomes and populations comparable to India's 8 major metros.
- These 42 "new wave" cities are growing faster than metros in terms of population and GDP growth, catching up rapidly to the level of development in metros.
Besides the fact that 40% of the total Indonesian population has internet access, Indonesia is also stated as the third biggest smartphone market in the Asia-Pacific region, so that it is expected that in the next years, Indonesia will become one of the nations with the most internet users in the world. It makes the ecommerce industry offers a high potential growth for Indonesian market. Find out how to establish an ecommerce company in Indonesia through this presentation.
Check also the complete article here: http://www.cekindo.com/opening-an-e-commerce-company-in-indonesia.html
MEDICI’s new ‘Indonesia FinTech Report 2021’ analyzes the country’s FinTech sector and trends in the last three years—a deep-dive by segments & subsegments, funding patterns, M&As, ecosystem partnerships, industry drivers, and perspectives drawn out of regulatory, geopolitical, economic, and market dynamics.
Top Digital Trends Shaping Digital India by NASSCOMDivya Jain
Take a look at some of the best digital trends helping shaping up a digital India in 2018. Insights shared by NASSCOM experts.
https://community.nasscom.in
A case study on e payment giants freecharge & pay tm 5music
This document provides a case study comparing the business strategies of Freecharge and PayTM, two leading e-payment platforms in India. PayTM has adopted a diversification strategy, expanding into e-commerce, ticketing, and other services to offer customers a holistic experience. In contrast, Freecharge has maintained a sharp focus on its core business of mobile and DTH recharges, aiming to achieve specialization. The case study examines which approach may emerge as better in the long run for generating sustainable returns.
The document discusses hiring trends in the e-commerce industry in India. It states that around 100,000 core technology jobs will focus on e-commerce technologies and skills like algorithms, interfaces, digital skills, and social/mobile/analytics/cloud skills. An additional 300,000 jobs will be in e-logistics, primarily delivery and last mile delivery. Popular roles include product management, marketing, supply chain management, and customer service. E-commerce companies are hiring at top B-schools and offering competitive salaries, with some delivery executive salaries above entry-level engineers. Overall, the e-commerce market is expected to add over 44,000 new jobs in 2019 and grow salaries as demand increases for talent.
Globally internet has changed the way in which businesses were performed traditionally. Developed countries have benefited from implementing e-commerce. But, in case of emerging economies like India the adoption of e-commerce has been very slow due to challenges posed by a number of barriers. In India, though the large corporations have adopted e-commerce and successfully explored the business opportunities, the small and medium enterprises (SMEs) are yet to benefit from adopting e-commerce. This presentation reflects on the barriers that the SMEs face in India in process of adoption of e-commerce. It analyses both the external and internal factors that affect the adoption of e-commerce. In the end recommendations are also mentioned.
The document discusses the mobile market in emerging economies like Southeast Asia. It notes that:
1) Low-income customers who spend $5 or less per day make up the majority of subscribers in these markets, but operators can achieve high profits of 60% EBITDA or more by addressing their needs.
2) While most users currently come from cities and are young professionals, the future growth will come from connecting the remaining 65% of people in rural areas.
3) To be successful, operators need to understand the needs of both mainstream low-income users and the smaller high-end user segment, and offer services that provide value to low-income users' priorities like communication with family members working abroad.
This document presents a comparative study of major telecom service providers in India based on secondary data analysis and a customer satisfaction survey. It analyzes the providers over the last five years on business metrics like net sales, profit after tax, total income, total expenditures, and market capitalization. It also evaluates customer satisfaction levels for the providers based on factors like network coverage, tariffs, plans, billing, and customer service. The study found that Bharti Airtel led in all business metrics over the period analyzed and had the highest overall customer satisfaction levels among the major Indian telecom providers.
Gated community $ 500B consumption story in 2026RedSeer
Gate management platforms have emerged as a popular service for residents of gated communities in India's top 50 cities. MyGate currently dominates the market with an 80-82% share. These platforms provide services like visitor entry approval and community notifications. Their adoption rate in gated communities is around 25% currently. Gate management platforms have the potential to capture new opportunities in areas like social commerce, real estate classifieds, and brand engagement, with a total addressable market estimated at $35-40 billion. Gated communities are expected to play a growing role in India's consumption story, with household numbers and spending set to double over the next decade.
This document discusses the problems faced by e-commerce in rural areas of India from a supply chain perspective. Some of the key reasons for low supply include poor last-mile connectivity, lack of warehouses and inventory, and a cumbersome taxation system. On the demand side, issues include language barriers, lack of perception of e-commerce, and poor internet connectivity. One successful model is StoreKing, which uses kiosks equipped with tablets and monitors in villages across South India, delivering over 100,000 orders per month. Recommendations include employing village retailers as agents and making websites available in regional languages. Government initiatives like Digital India aim to increase internet access and simplify taxation through GST.
Payments
Lending
Insurance
Wealth
Management
Digital
Banking
E-wallets
Buy Now Pay Later
Micro Insurance
Robo Advisory
Neo Banks
Mobile Money
Personal Loans
Health Insurance
Digital Assets
Branchless Banking
Digital Remittance
SME Loans
Life Insurance
Digital
Banking
Digital Payments
Digital Lending
Digital Insurance
Digital Wealth
Digital Banking
E-commerce Payments
Invoice Financing
Crop Insurance
P2P Lending
Micro Factoring
Sup
The document discusses the opportunity for online higher education and lifelong learning in India. It estimates the market size to grow 10x over the next 5 years to reach $5 billion by 2025, driven by regulatory changes, increasing enrollment in higher education, and demand for upskilling. It analyzes the different business models and argues that full-stack models that provide an end-to-end experience are best positioned to capture growth at scale. Customer experience, scalability, and efficient economics are identified as key factors for success in the online education market.
The mobile industry in India has become the fourth screen after cinema, television, and internet. Low tariffs and inexpensive handsets have led to over 50% mobile penetration across social, economic, and regional groups. The number of mobile subscribers is 17 times more than wireline subscribers and continues to grow over 20% each half year. While rural subscribers account for 70% of the total, signifying significant potential for growth in rural areas.
This report summarizes the Indonesian fintech industry in 2018. Key points include:
1) Total disclosed fintech investment was $182.3 million, a 3% increase over 2017, with lending startups receiving 57% of funding.
2) Fintech lending has grown significantly, with over 13.8 trillion Rupiah disbursed in loans as of September 2018. 84% of loans were in Java.
3) New regulations from OJK and BI aimed to strengthen consumer protections and ensure security, including rules for e-money, digital banking, and fintech innovation. A new fintech lending association AFPI was also established.
This curriculum vitae is for Bawneesh Kaushal, a PHP developer with over 3 years of experience developing web applications. He is seeking a position as a Software Engineer where he can contribute to developing new web technologies. He has skills in PHP frameworks like Oscommerce, Wordpress, and Magento, as well as Core PHP, JavaScript, jQuery, Ajax, MySQL, HTML and CSS. His work experience includes positions at SJS IT7 Solutions as a Senior Software Engineer and at other companies as a Software Programmer and Associate Software Programmer, where he developed e-commerce and web applications. He has a Bachelor's degree in Information Technology and a diploma in Computer Science and Engineering.
Latest jobs Posted on Freshjobzstreet.com To apply Share resume at jobs@freshjobzstreet.com Visit - Plot # 108, Industrial Area, Phase - I Chandigarh or Call 0172-5177788 or 9878777888 or share resume at jobs@freshjobzstreet.com
This resume is for Muhammad Arbi, a web developer from Lahore, Pakistan. He has a Master's degree in Information Technology from U E Lahore and a Bachelor's degree in Math, Physics from BZU Multan. His current role is as a Web Developer at DigitsGlobal.net, where he has worked since January 2016 developing websites using technologies like PHP, AJAX, jQuery. Prior to this, he had 2 years of teaching experience and 1 year as a computer instructor. He also has experience working as an administrator at BISP and at Punjab Skills Development Fund.
Sunil Kumar has over 7 years of experience as a PHP developer. He holds a B.Tech in computer science and engineering. His skills include PHP, MySQL, jQuery, AJAX, HTML, CSS, JavaScript, Joomla, and WordPress. He has worked on various websites, IVR systems, and SMS services for companies like Mconverge Services and McDaav Systems. He developed websites using PHP and worked on projects involving software simulation and an alumni program.
This resume is for Shubhank Agrey, seeking a career in the IT sector through challenging work that allows professional growth. He has 1.5 years of experience as a web developer and designer. His skills include programming languages like PHP, .NET, HTML, and databases like MySQL and MS SQL. He also lists strong communication and problem-solving skills. Recent projects include developing websites for real estate and other companies using platforms like WordPress, PHP, and Magento. He has a Bachelor's degree in Computer Science and is located in Bangalore, India.
Value Added Services in Rural India - Mobile VAS Asia 2009Rajamanohar (Raj)
This document discusses opportunities for mobile value-added services (VAS) in rural India. It notes that by 2012, 60% of India's 650 million mobile subscribers will be rural. Popular existing rural VAS include astrology, Bollywood, and cricket content delivered via SMS, WAP sites, and voice portals. Challenges include low awareness of VAS, literacy issues, and lack of contextual innovation. Moving forward, companies should focus on voice-based services in local languages, collaborate locally, and lower entry barriers to empower rural users and fuel the ecosystem.
Tarun Hait seeks a challenging career in management. He has a PGDM in Marketing and Port Shipping-Logistics from Astral Institute of Management Studies and a BA in Travel and Tourism Management from Haldia Government College. He has 6 months of experience as a tour guide and marketing executive at Swaraswati Tours & Travel. He has also completed summer internship projects at TATA TELESERVICES LIMITED and WEST BENGAL TOURISM DEVELOPMENT CORPORATION LIMITED. He is proficient in Windows, MS Office, and Adobe Photoshop. He has industrial exposure from visits to several ports and companies related to shipping, seafood processing, and manufacturing. His competencies include leadership,
WAP (Wireless Application Protocol) is a standard for accessing information on mobile devices like phones. It uses WML (Wireless Markup Language) instead of HTML. WAP has a layered architecture including application, session, security, transaction, and transport layers. It allows access to the internet from mobile devices in a standardized way and is supported by most phone manufacturers and wireless networks.
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 Indian telecom industry has grown rapidly in recent decades due to liberalization and increasing competition. The mobile subscriber base has increased from 13 million in 2003 to over 165 million in 2007. While this growth has increased industry revenues, it has also decreased operator margins and average revenue per user (ARPU). As voice services become commoditized, operators are looking to mobile value added services (MVAS) as an important new revenue stream. MVAS revenues in India are expected to grow from $43.8 million in 2004 to $348.8 million in 2009. The MVAS industry value chain includes content creators, aggregators, technology providers and operators. Currently operators receive the largest revenue share of around 60%, but this is expected
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.
The Indian mobile telecom industry has shown immense growth. As of March 2012, it reported 919.7 million mobile subscribers. The total urban mobile subscriber base stands at 596 million, while there are 323 million rural mobile subscribers in the country. However, the mobile telecom industry is challenged by decreasing Average Revenue Per User (ARPU) given the huge subscriber base but high expected future adoption rate of MVAS could help in increasing the ARPU. A varied demographic distribution, changing lifestyles and shift in consumer preferences amongst rural, urban, and sub-urban consumers, add further fillip to valued added services, which can yield high returns if implemented strategically. The Indian telecom industry is all set to register high growth rates with assorted MVAS products targeting particular segments of customers in variable price ranges.
This document provides an overview of a project report submitted by Neelam Meena for her MBA program. The report examines Vodafone's corporate plans tailored for members of the Jewellery Association (JAS) in India. It acknowledges the guidance of her project guide. The preface states that the project aims to provide practical insights into working in an organization. The executive summary indicates that companies work hard to survive in competitive markets by controlling market share, and risks should be minimized when opening new businesses.
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.
Can value added services be a point of purchase differentiatoriaemedu
1) Value added services (VAS) are becoming increasingly important for telecom operators as basic voice revenues decline. VAS can help operators differentiate and retain customers.
2) The document discusses factors driving VAS growth like declining average revenue per user and upcoming mobile number portability. It also analyzes different VAS categories and the revenue flow between operators and VAS providers.
3) Barriers to VAS growth include low-featured phones, low GPRS connectivity, non-transparent revenue sharing, and high VAS tariffs compared to voice. International markets show greater VAS revenues than India, indicating potential for growth.
Can value added services be a point of purchase differentiatorIAEME Publication
Value added services (VAS) are becoming increasingly important for telecom operators as revenue from traditional voice and messaging services declines. VAS includes entertainment services like ringtones and games, informational services like news and astrology, and m-commerce services like mobile banking. Major drivers for VAS adoption include declining average revenue per user from traditional services, upcoming mobile number portability, and upcoming 3G spectrum auctions. Entertainment VAS currently generates the most revenue, while m-commerce VAS has the highest potential due to its practical uses, though it has low awareness currently. Revenue from VAS is shared among content owners, aggregators, and operators.
The Indian mobile telecom industry has shown immense growth. As of March 2012, it reported
919.7 million mobile subscribers. The total urban mobile subscriber base stands at 596 million, while
there are 323 million rural mobile subscribers in the country.The Indian MVAS (Mobile value added services )industry reported unprecedented annual growth of 36 percent to reach USD 3,533
million in 2011. We estimate that the industry will touch USD 7,106 million by 2016, registering a
year-on-year growth rate of 15 percent.
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.
Industry Outlook on India's telecom and broadcast industries, 2018Vidya S Nath
This Frost & Sullivan whitepaper produced for Convergence India provides an overview of trends that are driving the country's telecom and media industries. For those who want a quick guide how the telecom industry is shaping up with consolidation, key market shares, technology evolution, OTT revolution, this can be useful.
This document provides an overview of Bharti Airtel's marketing strategies in India. It discusses Airtel's market segmentation, targeting, positioning, and marketing mix. Airtel segments the market based on demographics like age and income. It targets youth, professionals, and women. Airtel positions itself as a provider of expressive services. The marketing mix discusses Airtel's mobile, broadband, and enterprise services and its pricing, placement, and promotion strategies. A SWOT analysis identifies Airtel's strengths in market leadership, pan-India presence, and opportunities in rural markets, while threats include competition.
It is well known to all that the Indian telecom industry has been regularly beating target i.e. It has been grown like very complexly, dynamically as well as competitively. Because in the modern world every business is growth prospective oriented. And now-a day’s one of the major issue in Indian Telecom Industry is how to expand their own business through the latest technologies like mobile data. Mobile Data to meet the various requirements for various purposes of people. That’s why growth of data usage increase especially happens when business, travelers, academician and other professional needs to access email and other corporate applications during urgent trips and travels. Also youngsters are using smart phones and that’s why company also developed various applications like online shopping application(Flipkart,Snapdeal, Amazon, Jabong, Shopclus, etc.), various social media applications(Whatsapp, Messenger, Instragram, Twitter, etc.), online newspaper, songs applications(gaana.com, saavn.com, etc. ), various travelling applications (Uber, OLA Cab, GPS, Google Map, etc.), etc. So, without mobile data using these applications is not possible. So, now a day’s mobile data is very essential.
The document discusses the opportunity for growth in India's mobile value-added services (MVAS) market. It finds that while mobile internet usage is growing, paid MVAS usage remains low and basic. However, it projects the MVAS market will dramatically grow at a 25% annual rate to reach $9.5 billion by 2015. Key growth areas include mEntertainment, mEducation, mHealth, and mFinance as mobile technology innovations transform service delivery across these sectors. Recommendations are provided to help various industry stakeholders capitalize on this emerging multi-billion dollar opportunity.
Mobile Virtual Network Operators- will it florish in India by Shweta Berry an...Shweta Berry
- Mobile virtual network operators (MVNOs) purchase bulk airtime from mobile network operators and utilize existing network infrastructure to launch services without owning spectrum or building networks themselves.
- MVNOs have the potential to increase competition in India's telecommunications market but regulators have been hesitant to formally allow MVNOs.
- Some companies like Virgin Mobile have launched MVNO-like partnerships to enter the market while awaiting final regulatory approval.
May 2016 Edition of BEACON, A Monthly Newsletter by SIMCON.
Inside this issue:
About Us
Our Team
INDUSTRY ANALYSIS : Telecommunications Industry
Brand Analysis: Nike
Case Study Analysis: Cadbury
Concept of the month: EVA
A STUDY ON FACTORS INFLUENCING BRAND SWITCHING BEHAVIOUR AMONG BSNL CUSTOMERSAaron Anyaakuu
This document summarizes a research paper on factors influencing brand switching behavior among customers of Bharat Sanchar Nigam Limited (BSNL), the state-owned telecommunications provider in India. It discusses the increasing competition in the Indian telecommunications sector following market reforms that allowed private operators. The main factors found to affect customer switching included network availability and quality, economic status, promotional offers, and mobile number portability. The summary examines brand switching behavior in the context of increased competition and the need for customer retention in the telecom industry.
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.
3. Mobile VAS in India, December 2006
Table of Content
Mobile Value Added Services in India............................................................................................1
Introduction......................................................................................................................................4
Executive Summary.........................................................................................................................5
The Indian Mobile Telephony Market.............................................................................................9
The Role of VAS........................................................................................................................... 12
Environmental factors driving VAS......................................................................................................................... 12
Market efforts driving VAS......................................................................................................................................13
VAS- Definition & Market Size................................................................................................... 15
Current Growth & Future Potential for Different VAS.................................................................16
Perceived & Practical value of Entertainment VAS.................................................................................................18
Perceived & Practical value of Info VAS.................................................................................................................18
Perceived & Practical value of mCommerce............................................................................................................19
The VAS business model ..............................................................................................................20
Content Enablers.......................................................................................................................................................20
Technology Enablers................................................................................................................................................ 22
Revenue Sharing in VAS (except P2P SMS)................................................................................ 23
Revenue sharing arrangement in VAS (except P2P SMS) ......................................................................................23
Revenue sharing in enterprise solution services.......................................................................................................23
VAS Platforms...............................................................................................................................25
Operator.................................................................................................................................................................... 26
Challenges to the growth of VAS in India.....................................................................................27
The future of VAS in India .......................................................................................................31
About eTechnology Group@IMRB............................................................................................ 32
IAMAI & eTechnology Group@IMRB 3
4. Mobile VAS in India, December 2006
Introduction
Mobile phones today have moved beyond their fundamental role of communications and have
graduated to become an extension of the persona of the user. We are witnessing an era when
users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings
& interests.
Customers continuously want more from their phone. They use their cellular phones to play
games, read news headlines, surf the Internet, keep a tab on astrology, and listen to music, make
others listen to their music, or check their bank balance.
Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire
cellular industry is heading towards it to provide innovative options to their customers. Spoilt by
choice, the mobile phone subscribers are beginning to choose their operators on the basis of the
value added services they offer. The increased importance of VAS has also made content
developers burn the midnight oil to come up with better and newer concepts and services.
To understand that where this industry is at present and where it is headed, IAMAI and IMRB
International have jointly prepared the Mobile VAS Report to focus back stage and uncover the
trends in the cellular industry, current market status, value chain, competition, market dynamics
& expected roadblocks.
This is the first publicly available study on Mobile VAS in India and the insights provided herein
can be used by both the mobile operators and the content providers to better address the needs of
their customers. A timely and strategic action would help nurture the mobile VAS market in
India.
IAMAI & eTechnology Group@IMRB 4
5. Mobile VAS in India, December 2006
Executive Summary
Need for the study
The mobile subscriber base is growing at a scorching pace in India, India is now the 5th
country in
the world to have crossed the 100 million mark in subscriber base and has in the last two months
become the fastest growing mobile market in the world.
As average revenue per user decrease from voice drops, and voice becomes commoditized, Telcos
are increasingly looking at data as an additional revenue stream. The end users have also embraced
VAS and it contributes between 5-10% of the revenues of different Telcos. Thus Mobile VAS has
become an important element in the growth of mobile telephony in India.
Yet it is also equally true that there is little clarity on business issues and growth seems to be driven
by more by inherent market momentum than a concentrated effort on the part of the stakeholders;
differences exist even on basic issues like definition for Mobile VAS.
Thus an understanding into the VAS space is needed to help stakeholders give a direction to this
wave of growth.
This report explores the key issues around the value chain of Mobile VAS in India and
provides a much needed holistic perspective to macro and micro issues in this space. It clearly
defines the constituents of Mobile VAS, examines the environmental factors driving it, and maps
business models, market size and revenue sharing arrangements. The report also goes on to identify
the roadblocks that need to be addressed for the current growth to be sustained.
Methodology
The eTechnology Group@IMRB (specialist technology research unit of IMRB International) &
IAMAI interviewed key stakeholders in the Mobile VAS space for their perspective. The
respondents comprised representatives of a cross section of Telcos, content aggregators, platform
enablers, short code owners & industry experts.
We also analyzed data from industry associations such as COAI & ABTO and other published
reports and used several independent methods to arrive at the industry size and growth estimate for
2007.
IAMAI & eTechnology Group@IMRB 5
6. Mobile VAS in India, December 2006
Key Findings
The Mobile VAS industry in India is estimated at Rs. 2850 crore at the end of 2006 and is
estimated to grow at 60% to touch Rs. 4560 crores at the end of 2007.
This space is currently completely dominated by entertainment services and comprises of;
P2P SMS -Rs. 1140 crore; Ringtones (including CRBT) - Rs. 1026 crore; P2P & A2P- Rs 428
crore; Games & Data- Rs. 171 crore; Others (MMS etc) - Rs 86 crore.
P2A & A2P
15%
Game &
Data
7%
Others
3%
Ringtone
Download
35%
P2P
40%
Source: IMRB Research
As the P2P SMS component accrues completely to the Telcos, the remaining 60% (Rs 1710 crore)
is where revenue sharing arrangements exist between content owners/developers & Telcos as
follows;
Copyright
Owner
15%
Operator
60%
Aggregator
/
Developer
25%
IAMAI & eTechnology Group@IMRB 6
7. Mobile VAS in India, December 2006
Source: IMRB Research
Thus the Mobile VAS industry in India (excluding Telco share) is currently 24% of Rs. 2850 crore
and is estimated at Rs. 684 Crore in India.
IAMAI & eTechnology Group@IMRB 7
8. Mobile VAS in India, December 2006
The Road Ahead
We believe that while the mobile VAS space is all set to grow rapidly, all the stakeholders will
have to work together and create a self-sustaining ecosystem for this growth to sustain.
Similarly it would take a joint effort of all concerned to address the significant roadblocks and thus
unlock the true potential of Mobile VAS in India.
The key addressable barriers would be to ensure greater rationality in revenue sharing between
Telcos & content developers; ensure copyright protection, develop higher quality content which
goes beyond Bollywood and cricket and also to have a focused WAP strategy.
We also believe that while pure entertainment service would continue to appeal to the younger
consumers, the overall focus for Mobile VAS would shift to utility based services like location
information & mobile transactions; as security concerns are addressed mobile transactions will also
have a good potential in India.
IAMAI & eTechnology Group@IMRB 8
9. Mobile VAS in India, December 2006
The Indian Mobile Telephony Market
India is going through a telecom revolution, especially in the wireless telephony segment.
The adoption of mobile telephony remains unparalled in scope, as users from diverse segments
increasingly choose to exercise the option of personal mobility. The user base has been adding 3-
4 million subscribers per month (on an average) and recently the mobile subscriber base crossed
the 100 million mark in April 2006.
The success of the market can be gauged from the fact that mobile user base has surpassed the
PC user base in India and very soon the Indian market will have more mobile users than TV
viewers.
India is rapidly moving towards being an evolved mobility market with no distinction between
market incumbents and challengers.
Growth of Mobile Subscribers
96 100 104
109 114 120
0
20
40
60
80
100
120
No. of Subscribers (in
mn)
March '06 April '06 May '06 June '06 July '06 August '06
Source: COAI & ABTO
The growing intensity of competition has led to more services for the end user at lower prices.
This has had an effect of stimulating demand and thus increasing the category adoption rate. As
more users have been added to the subscriber base, it has led to a further downward pressure on
operator costs. This has led to further cost benefits to the end user, fuelling further growth in the
subscriber base.
IAMAI & eTechnology Group@IMRB 9
10. Mobile VAS in India, December 2006
The growing subscriber base has also augured well for industry revenues, which have risen
consistently over the last four quarters.
However the other side to this growth is that ARPU’s (Average Revenue per User) have been
correspondingly declining quarter on quarter.
The average industry ARPU has fallen from Rs. 375 for Sept ’05 quarter to Rs. 347 for June 2006
quarter, a fall in ARPU of Rs. 28 per subscriber since Sept ’05 (a decline of 7%)
Revenues & ARPU
5621
49424460
4010
375
370
356
347
0
1000
2000
3000
4000
5000
6000
Sept '05 Qtr Dec '05 Qtr Mar '06 Qtr. Jun '06 Qtr.
Revenue(Rs
Crore)
330
340
350
360
370
380
ARPU(Rs.)
Revenue (Rs. Crore) ARPU (Rs.)
Source: COAI
While the decline in ARPU’ has been accelerated by the recent marketing interventions like
lifetime-free schemes; this has been a consistent trend for some time.
It is also a function of the structure of the Indian mobility market. At 80%, the pre-paid segment
completely dominates this Indian mobility market.
Subscribers- Prepaid vs. Postpaid Market Split
Prepaid
80%
Postpaid
20%
Source: IMRB Research
IAMAI & eTechnology Group@IMRB 10
11. Mobile VAS in India, December 2006
Pre-paid has been a good platform on which the market had grown very fast, as it creates a
volume based platform for tariff reduction. Operators have had a strong focus on the pre-paid
segment as the cost of customer acquisition is very low compared to the post-paid segment.
Another reason for the strong focus on customer acquisition has been to up the network
valuations, which are largely assessed based on the number of users on it.
However the flip side is that, customer retention has become very difficult. Loyalties in the pre-
paid segment are low due to the low switching costs and it is not uncommon for user to routinely
change their numbers and service providers. Pre-paid subscribes are also low usage subscribers
who contribute only 25-30% ARPU’s as compared to the post-paid segment. Source: IMRB Research
Another aspect to the mobility market has been the constant decline in the call rates; initially this
reduction has been helpful in further increasing the subscriber base and expanding the Minutes of
Use of the existing base.
However after a point reduction in call rates has been ineffective and minutes of use
(MOU’s) have been inelastic in responding to reduced rates.
Mobility operators in India have been faced with two clear challenges:
(i) To address customer retention in the high churn pre-paid market
(ii) To develop alternative revenue streams as voice has become commoditized and
has ceased to be a tool for differentiation
IAMAI & eTechnology Group@IMRB 11
12. Mobile VAS in India, December 2006
The Role of VAS
This is where the role of VAS (Value Added Services) comes into focus. Operators are facing
cutthroat competition and with the call rates in India being one of the cheapest in the world, the
margins are very low. Therefore they are looking at VAS as the next wave for growth. It has
become the flywheel of telecom growth and a large chunk of revenue for operators is likely to
come from VAS services in the years to come. But it is not only effort from operators which is
driving the growth of VAS, there are other factors contributing to it.
The growth of VAS in India has been helped both by macro level environmental factors and
specific market initiatives to develop this category.
Environmental factors driving VAS
Booming economy
India has maintained its position as the second-fastest growing major economy after China, as
rising consumer and government spending taking place. Consumption and infrastructure spending
are driving the growth. This booming economy has created job opportunities and increased the
spending power of an average Indian. This has resulted in higher disposable incomes and faster
acceptance of new technologies with a willingness to spend for them.
Increasing comfort levels with basic mobility services
There is now a critical mass of users in the Indian mobile telephony market who are experienced
mobility users. These users are very comfortable in using their phones and want to exercise the
option of doing more on them beyond basic voice applications. The first phase of growth for
VAS has come in from these converts; and these users will continue to drive the market and
evolve into more advanced applications. At the same time the basic VAS applications will also
continue to appeal to the new mobility category initiates.
IAMAI & eTechnology Group@IMRB 12
13. Mobile VAS in India, December 2006
Personalization of the digital world and digital devices
With increasing pressures and stress on individuality, mobility users also want to carry forward
their individuality to their mobile device. Thus for a large
number of users the mobile phone has become a truly
personal device and VAS has become an extension of
persona. The enormous success of Caller Ring Back Tone
(CRBT) is an excellent example which illustrates that users are ready to adapt to any service
which offer them the option of personalization.
Reduction in call rates & CPP initiation
CPP (Calling Party Pays) was an important initiative which unshackled the mobility market and
allowed many more subscribers to enter the mobility category. This initiative, in conjunction with
the gradual reduction in call rates has ensured that the expenditure on voice for a typical user has
gone down over the years. As a result more users have become comfortable in spending on VAS
as it does not significantly impact their overall outlay on mobility.
Market efforts driving VAS
For the operators, success of VAS has become important for their growth. This has led to a sharp
focus on marketing & tie-ups and a somewhat limited focus on development of content. Most
operators are now trying to innovate in their VAS offerings and create sharper differentiation for
their offerings.
Focus on movies & music
Movies & Music are the passion of India. Most of the rich content available to the end users
revolves around these two, with Ringtones of popular Bollywood songs, Wallpapers of movie
leads and games developed around movie themes. Given that Youth account for a large segment
IAMAI & eTechnology Group@IMRB 13
“That I have It’s My Life s as
my ring back tone says a lot
about me. It is like a message
for all my callers…“
- User, 25, Delhi
14. Mobile VAS in India, December 2006
of users & also dominate the pre-paid category, the focus on entertainment has been a strong
hook to develop the VAS category and operators & content aggregators have been sharply
focused in their efforts to pluck this low hanging fruit.
It has been helpful that the film industry in India is very prolific and there are endless options to
develop content around
SMS contests
Television is another culturally entrenched constant in the life of the average Indian. Typically
TV viewing has been a passive affair, however following the global trend TV channels have been
focused on making programming interactive. Thus programs, especially music & contest shows
have started giving the option to their viewers to participate through SMS.
A popular show like Kaun Banega Crorepati (KBC) generated 58 million SMS over a 3 month
period.
These shows have also been a key driver in increasing familiarity with basic SMS for traditional
low user segments like non-working women.
IAMAI & eTechnology Group@IMRB 14
15. Mobile VAS in India, December 2006
VAS- Definition & Market Size
Mobile value-added services (VAS) are those services that are not part of the basic voice offer
and are availed off separately by the end user. They are used as a tool for differentiation and
allow the mobile operators to develop another stream of revenue.
The nature of value added services change over time. A VAS may become commoditized and
becomes so common place and widely used that it no longer provides meaningful differentiation
on a relative basis.
For example several mobility operators & other stakeholders in the industry no longer consider
P2P SMS as a form of VAS. However for the purpose of estimating the market size we have
taken P2P into account, though we also feel that P2P SMS is ceasing to be a meaningful tool for
service differentiation.
Current market size
The current market as of November 2006 for mobile VAS in India is estimated at Rs. 2850
crore.
.
Composition of VAS Revenue
P2A & A2P
15%
Game & Data
7%
Others
3%
Ringtone
Download
35%
P2P
40%
Source: IMRB Research
IAMAI & eTechnology Group@IMRB 15
16. Mobile VAS in India, December 2006
Mobile VAS in India can be further categorized into the following broad categories:
P2P: Person to Person SMS, the most common form of mobile communication apart from voice
Ringtones: This is inclusive of monotunes, polytunes, truetunes and also includes CRBT (Caller
ring back tones).
P2A & A2P: P2A (Person to Application) SMS inclusive of messages sent by end users for
contests & for seeking other information like news & updates; (A2P)Application to Person SMS
inclusive of service push by enterprise service providers; Also include calls on IVRS for all other
services like astrology
Games & Data: Games include download of one play games offered by Reliance & full play
games offered by other operators; Data include download of wallpapers & logos
Others: Include MMS (Multi Media Messages) & subscription charges for WAP services
Though the mobile subscriber base has grown by over 95% (August 06 over August 05) we
believe that the relative growth in VAS revenues will be lower. As the current focus by mobile
telephony operators is on adding subscribers, many low value users are now entering the category
and are not likely to contribute significantly to the growth of VAS. Overall the growth in 2007
will continue to be driven by Ringtone downloads and by games; the share of games in the
overall pie is also expected to grow.
The current VAS market is expected to grow by 60% for the next year and at the end of
2007 should be close to Rs 4560 crore.
Current Growth & Future Potential for Different VAS
To understand the reasons behind the current popularity and predict the future potential for these
services, we have grouped Mobile VAS into three broad heads, based on the nature of the service
offering.
IAMAI & eTechnology Group@IMRB 16
17. Mobile VAS in India, December 2006
o Entertainment VAS- Entertainment VAS is designed for mass appeal and extensive
usage. These provide entertainment for leisure time usage. An example of these kind of
services are Jokes, Bollywood Ringtones & games. These services are currently very popular
and are driving the revenues for the Indian mobile VAS market.
o Info VAS- These are the services which provide useful information to the end user. The
user interest comes in from the personal component of the content. E.g. Information on
movie tickets, news, banking account etc. These also include productivity services like
missed call information which brings back lost business opportunity for the operators.
They also include user request for information on other product categories like real-estate,
education etc.
o mCommerce VAS (Transactional services)- mCommerce VAS allow the
use to conduct a transaction using the mobile phone. These services are in a very nascent
phase and are not really available to most users.
An example of these kind of service are buying railway tickets or movie tickets through
the mobile phone.
The revenue generation and popularity of these three types of VAS revolves around 2 factors:
Perceived Value - Perceived value of a VAS depends on perceived rather than the actual utility
to the end user. When the immediate benefit may not be clear to the subscriber, the value that a
subscriber derives from it largely depends on the marketing efforts and persona related to the
service. The value is gauged more from the intangible benefits derived from the service like
emotional benefits.
A good example of a VAS with high perceived value is CRBT (Caller Ring Back Tone).
Practical Value - Practical value is completely based on tangible benefits derived from the
service. The benefits considered could be based on convenience & saving of time and money.
E.g. Service availed to get the cheapest air fares available.
IAMAI & eTechnology Group@IMRB 17
18. Mobile VAS in India, December 2006
These three categories of VAS provide a unique combination of perceived and practical
values for every user and this may change over time as the market & users evolve. To
understand the growth of the different types of VAS and their future growth, they have been
analyzed on both of the above mentioned factors.
Perceived & Practical value of Entertainment VAS
Currently entertainment based VAS applications are driving the market both in value and volume
terms. These have a very high perceived value as apart from basic entertainment, these can also
be a means of self expression by the end user. This explains the success of Entertainment VAS
despite the fact that its practical value is minimal.
Entertainment content is dynamic and changes very frequently which keeps the subscriber’s
tastes alive but we feel that unless it is supplemented by innovative applications like CRBT, the
drive will be difficult to sustain.
In India, entertainment VAS is there to stay though we predict a fall in its contribution to the
overall VAS revenue pie in the next 3-4 years. This would happen as other type of services
become more popular and user engagement with entertainment VAS reaches saturation.
Perceived & Practical value of Info VAS
Currently infotainment VAS has moderate practical and perceived value. We feel that this is
mainly because of not very strenuous effort to promote these services and a lack of customization
for the end-user. Currently very few applications are catering to subscriber’s needs. Not many
efforts are being made to develop the market and create awareness about these applications.
However perceived value will increase in the future as new utility applications are developed
catering to different niche segments; like location based services.
IAMAI & eTechnology Group@IMRB 18
19. Mobile VAS in India, December 2006
Perceived & Practical value of mCommerce
Currently transaction based services are in a very nascent stage in India and are constrained by
both lack of awareness and suitable applications. Both practical and perceived value is low
amongst users. One of the main reasons driving low trials is discomfort with the idea of paying
through the mobile. Users are skeptical regarding transactions on mobile, no stringent policies
and measures are in place to instill a sense of security in the subscriber’s mind. This is acting as a
roadblock in the aggressive focus and investment to increase the perceived security of mobile
payments. Currently there is also a lack of innovative applications which can click with the
subscribers.
We feel that growing eCommerce will also have a positive rub off effect on m commerce
because users will have a higher level of familiarity and comfort with online transactions.
However it will be initially focused on low value transactions and will gradually expand. Over
the medium-long term we expect an exponential rise in the popularity and revenue generated
from these services.
Perceived Vs. Practical Value Matrix
IAMAI & eTechnology Group@IMRB
Practical Value
Perceived
Value
High
High
Low
Low
Entertainment
Infotainment
mCommerc
VAS Market 2010VAS Market 2010
Practical Value
Perceived
Value
High
High
Low
Low
Entertainmen
Infotainment
mCommerc
VAS Market 2006VAS Market 2006
Source: IMRB Research Source: IMRB Research
19
20. Mobile VAS in India, December 2006
The VAS business model
The mobile VAS market in India has evolved into a complex ecosystem. There are multiple
entities involved in the value chain but our research reveals that it is still not well defined and lot
of overlapping takes place. A single entity performs one or more roles and several are also
focusing on expanding their existing roles.
The main entities involved in VAS value chain are:
Content Enablers
Content Portals/Aggregators/Developers:
At the first level existing portals in the Internet space are providing content to end users. For most
of them, mobile data content offers an additional revenues stream, from a strategic perspective it
also offers an opportunity to leverage the traffic to the portal and generate potential advertising
revenues.
IAMAI & eTechnology Group@IMRB
Content flow
Content flow
VAS EcosystemVAS Ecosystem
Managed
Request
completed
Subscriber
Platform
Enabler
Operator
Server
Request in
Text format/
Subscriber call
Portal/
Aggregator
Developer/
Owner
Source: IMRB Research
20
21. Mobile VAS in India, December 2006
Ringtones & wallpapers are two very popular categories where portals like Indiatimes & Rediff
lead.
On the next level there are a host of large content aggregators. Most of these like Mauj &
Indiagames offer content directly to the end user through their own portal and also provide
content to mobile operators. They perform the twin functions of in-house content development &
also aggregating from other smaller boutiques.
There are also many small pure development entities, as they do not have the technical support to
host content or to negotiate with operators they prefer to provide it to aggregators.
Third Party Copy Right Owner
Most of the rich content in mobile VAS is built around Bollywood movies & music. The
copyright for these are held by production houses or rests with individual artistes. A part of the
revenue is shared as fee with the owners for using the copyright material.
Apart from Ringtone & wallpaper development there is also a growing trend of game
development around popular Bollywood movies, a recent example is a popular game based on the
Hindi movie “Don”.
Traditional Media Companies
Following the global trend most traditional media companies are also trying to bring the feature
of interactivity into their media. As we have discussed in the first part, SMS contests have been a
very successful way for TV channels to achieve this.
However using this feature involved revenue sharing with several entities, so to generate cost
efficiencies over the long run, some media houses have expanded and acquired Short Codes for
their own brands. Prominent amongst them are Sony TV, Aaaj Tak & Zee TV. HT Media is a
relatively new entrant in this space and has also acquired a short code.
IAMAI & eTechnology Group@IMRB 21
22. Mobile VAS in India, December 2006
Technology Enablers
Short Code Provider
These are the companies who own a short code (e.g. 8888, 3456 etc) which is sold to a third
party client for some keyword and a specific period. They have a tie up with multiple operators to
ensure customers of all operators send the SMS to the same number.
e.g. if Star wants to get participants for a TV show, it can advertise “Type ‘X’ on your mobile
phones and send to 3456” .The server at destination 3456 would identify the message with the
keyword ‘X’ and route it to Star. There are around 10 national level players and several regional
players in this domain.
The entry barrier is very high because of high initial deposit and need to tie up with each
operator for each individual circle. Our research reveals that most operators also ask for a deposit
of Rs 2 million and a minimum guaranteed volume of half a million SMS per month for entering
into an arrangement with a Short Code owner.
National level code owners Code
Sony TV 2525
Aaj Tak 2424
Indiatimes 8888
Zee TV 7575
Hungama 4646
Active Media 3636
Rediff 7333
Mauj 7007
Teleshoppe 3456
Source: IMRB Research
Technology Partner/Platform Enabler
IAMAI & eTechnology Group@IMRB 22
23. Mobile VAS in India, December 2006
Technology partner & platform enabler handle software platforms and authoring tools. Platforms
are the backbone of the service providers and allow managing of various entertainment services,
such as games, streaming audio and video and ring tone downloads. Authoring tools are a
necessary component for delivering applications by application developers.
Revenue Sharing in VAS (except P2P SMS)
Revenue sharing arrangement in VAS (except P2P SMS)
Copyright
Owner
15%
Operator
60%
Aggregator/
Developer
25%
Operators typically retain the biggest chunk of revenues. Copyright fee given to content
developer/owner comes from the margin of Content Aggregator or Operator or both. Revenue
sharing arrangement is typically 60% for the operator, 25% for the aggregator and 15% for the
owner. This model is significantly different from evolved market like China where the share
of operator is typically 20-30% in the entire chain and aggregators & owners keep a much
higher share.
Revenue sharing in enterprise solution services
IAMAI & eTechnology Group@IMRB 23
Source: IMRB Research
24. Mobile VAS in India, December 2006
Operator
70%
Short Code
Owner
30%
Source: IMRB Research
Enterprise service providers are increasingly using VAS as a marketing and customer
development tool. It is being increasingly used to connect to users through the mobility platform.
Eg. “Tracking of DHL courier through SMS- Send POD number as DHL-XYZ to 3456” The end
user requests for this service by sending an SMS, this is routed through the mobile service
operator to the Short code service provider. The short code provider collects all the information
on the server and passes it to the client (Eg. DHL).
The per unit revenue accrual in this VAS is low (Rs 3/SMS) as compared to other types of VAS,
but it offers two streams of revenues as both the end-user & the enterprise service provider pay
for the VAS. We expect this to grow significantly as enterprises look beyond mass media for
solutions to reach out to their customers. It is also cost effective for the enterprise as it serves
both as a data base development initiative and also leads to cost savings as queries can be handled
through automated response
IAMAI & eTechnology Group@IMRB 24
25. Mobile VAS in India, December 2006
Amongst enterprise service providers VAS is more popular amongst certain verticals due to their
I immediate amicability to this service.
Top 5 enterprise users
Real estate information
FMCG contests
Cargo and courier tracking
Education/ Career information
Travel services in e-space
Source: IMRB Research
VAS Platforms
Every service needs a platform for delivery VAS can be provided to the customers on two
platforms- Data & Voice
Data/Text Platform
The end user sends the service request in an SMS form. The request goes to a server managed by
the Platform enabler on behalf of the operator. The content is arranged by the Operator from the
Content Aggregator who procures it from the Content developer. This content is forwarded to the
Platform enabler who stores it in the server.
The server automatically and instantaneously entertains the request from the customer as all these
VAS are preloaded into the server.
Voice Platform
The end user calls up the service provider and avails of the service. The call is routed to a server
managed by Platform enabler. The server interacts with callers using IVRS (Interactive Voice
Recognition System), gathers information and routes calls to the appropriate recipient. The
remaining chain is same as that of a text based platform.
IAMAI & eTechnology Group@IMRB 25
26. Mobile VAS in India, December 2006
Per unit voice based VAS generates more revenue than text based VAS as the call charges are
very high at Rs 6/7min and selecting the service normally takes more than a minute. This means
that for the same service voice based will generate several times the revenue over text based
VAS.
As the penetration increases more in rural India, necessity and importance of IVRS will increase
as people will be more comfortable with an interactive voice platform in local language over
selecting options by pressing numbers.
IAMAI & eTechnology Group@IMRB 26
Operator
27. Mobile VAS in India, December 2006
Challenges to the growth of VAS in India
There are several major challenges which need to be overcome for sustained growth to be initiated. The
major challenges that need the immediate attention of key stakeholders are:
Focus only on youth and entertainment
Usage of VAS has not spread evenly across demographic profile of customers.
Currently the youth segment is driving the VAS market as can be seen from the rapid growth of
Entertainment VAS (mass service) and not so rapid growth of mCommerce and Infotainment
VAS (customized service). In light of this trend the
stakeholders are also playing safe and concentrating on
mass services for which content is easily available and
chances of failure is less. But this has hampered the
growth of other services which are not getting enough time, effort and investment from the
players.
For the VAS market to bloom fully, applications need to be created for niche segments, as these
are the services which will create real value for the subscribers.
Piracy of Content
Another reasons for players playing safe and not investing in novel applications and content is
becuase this market is greatly affected by piracy This is acting as a barrier for companies
investing into content development.
One of the solutions to increase customer retention is by
providing exclusive content to them, however this is
hampered by piracy. Thus piracy is hurting the operators
both ways, neither can they stop customer churn by
exclusive content development nor can they go in for investment in innovative applications to
spread their demographic reach.
IAMAI & eTechnology Group@IMRB 27
“If there are ‘X’ number of
legal transactions happening,
almost ‘3X’ pirated versions
are transacted.…“
- Content Aggregator
“Now that the market is
maturing, segmentation is the
key.…“
- Leading Operator
28. Mobile VAS in India, December 2006
Lack of Infrastructure
There are a lot of services which cannot be introduced in India because of lack of supporting
infrastructure. E.g., Absence of location based VAS. Location based VAS is still not possible due
to the lack of digitized map of India. Applications like live video-sharing are yet to arrive in the
Indian market. In evolved markets like Finland & Korea, a user can shoot his own video and
simultaneously show it to his friend in some other city. This kind of application would take some
time to arrive in India.
To avail of new and high end VAS, technologies like 3G need to be installed. However, 3G
networks are not mere upgrades of 2G networks; rather, entirely new networks need to be built
and frequencies need to be assigned to mobile operators.
Preference for low feature handsets
Though the mobile subscriber base is growing, a large chunk of the market is opting for basic low
feature handsets in spite of the fact that handset prices are coming down. There is a mindset to
purchase the handset for basic utility service which is voice. But these handsets are not in a
position to support a large number of VAS. Since in many VAS like MMS, both the sender and
receiver handsets need to support MMS, the scope of such VAS gets limited.
This is further impeding the introduction of high end VAS. There are many services which are
not performing to their potential despite their usefulness and there are some which cannot even be
introduced.
High cost to the end user
Currently the cost of most VAS is high. This is mainly because of the fact that VAS market is
lead by Entertainment VAS which has a high perceived value. People are paying for it as they
perceive it highly but over a period of time as they get used to it, the willingness to pay high
amounts may come down.
IAMAI & eTechnology Group@IMRB 28
29. Mobile VAS in India, December 2006
We feel that a market correction in VAS cost to end user will result in higher usage both in terms
of customers and their frequency of usage.
Absence of utility services
These are those services which have a high practical value. But currently due to lack of
familiarity & awareness from the end-usr and lack of investment, effort and marketing from the
supplier’s side is resulting in very few such services being available in India.
Such services mainly fall in the category of mCommerce and to some extent Infotainment.
Customers are also currently not comfortable with mCommerce. As the comfort level increases
which can be brought about by encouraging government action like robust policies, laws etc, we
will see exponential rise in VAS usage. The future belongs to services providing value to the
customer exploiting the mobility factor.
Transparency in revenue sharing
Transparency is a big issue faced by the entities in the Mobile
VAS value chain. The market is highly unregulated and there
is no transparency in terms of contact payouts and royalties.
There are at least 10 entities involved between customer and
Content Owner (e.g. artist) and the flow of revenue is not transparent. Other entities feel that mobile
operators take a very high share of the overall revenue, this affects the content development market
with lower incentive to the developer to provide higher quality content. The difference is especially
stark when compared to developed markets where pay-outs are well defined and more balanced.
Underdeveloped WAP market
The key issues constraining the development of the WAP market are:
o Lack of WAP enabled handsets & limited incidence of active usage of WAP
o Speed of connectivity which prevents an enriching experience
o Limited customization of existing portals for WAP usage and limited content for WAP access.
IAMAI & eTechnology Group@IMRB 29
“This is a highly unregulated
market with no transparency but
still we are going ahead with full
steam..…“
- Content Aggregator
30. Mobile VAS in India, December 2006
WAP usage is extremely limited & currently most operators do not seem to be aggressively focused on
increasing usage. Current user experience with WAP is limited to download of rich content like logos
& games. We feel that extensive WAP usage can take off given the significant growth in the number of
Internet users in India (38 million in Sep 06- Source: IMRB
Research). More number of evolved Internet users would be
willing to look at accessing the Internet on mobile if
appropriate content was available. However the WAP portals
of most operators offer limited content and therefore cannot deliver a meaningful online experience on
the mobile for the end user.
Spam
There are high volumes of spam in the VAS market currently. Spam is an uninvited message
urging the consumer to avail of some service. Example “Bid for a Laptop by messaging your bid
amount to XXXX”
SPAM has a high nuisance value and can discourage users to avail of a genuine service as they
feel that once they have availed of a service & their number becomes a part of a database, their
inbox will be flooded with uninvited messages.
As an industry initiative there is a pressing need to take charge of as it goes against the long term
interest of the industry. Taking cognizance, some operators have already started offering a service
to there subscribers where they can choose not to receive any promotional SMS’s.
IAMAI & eTechnology Group@IMRB 30
“The youth have taken to the
Internet and what is available
there should be available on the
mobile..…“
-Leading Operator
31. Mobile VAS in India, December 2006
The future of VAS in India
In India, VAS will see a lot of structural changes, consolidation and emergence of cutting edge
services:
• Mobile operators will lose prominence in the value chain as the market for Content
Aggregators will consolidate and with their better bargaining power, this will ensure a
revenue shift from Operators to Aggregators in the value chain. The VAS market will
reflect revenue sharing arrangement in markets like China more closely.
60%
30%
0%
20%
40%
60%
80%
Operator share in
the value chain
Current E 2010
Source: IMRB Research
• In VAS content, we will see revenue from entertainment VAS come down from the
levels. End users want control and interactivity and therefore the applications to look out
for in future will be user generated content and mCommerce. However mobile gaming
will continue to grow and will contribute a higher share to the VAS pie.
• Regional content is giving a significant boost to the content market especially in the
entertainment category. Regional content is getting popular both in voice and non- voice
services. Players have anticipated the trend and this is leading to regional content
development. With increasing mobility penetration into the heartland of India, significant
VAS revenues will be driven by regional content from B & C class towns.
• Internet on mobile will become a more feasible option as leading players in the internet
content space especially configure their sites for access through mobiles; this would be
further strengthened by the new trend of .mobi domain being set up. Thus GPRS usage
should pick up significantly
IAMAI & eTechnology Group@IMRB 31
32. Mobile VAS in India, December 2006
About eTechnology Group@IMRB
eTechnology Group (a specialist unit of IMRB International) is a research based consultancy
offering insights into IT, Internet, Telecom & emerging technology space.
In a scenario where even experts are constantly caught by surprise, we have constantly delighted
clients by offering simple solutions to complicated problems. Our continuous link with industry
and a constant eye on the pulse of the consumer ensures that we can decode the movements of
technology markets & consumers. To our clients we offer an understanding of the present and a
roadmap for the future.
Analysts for this report:
Balendu Shrivastava : balendu.shrivastava@imrbint.com
Sohil Kunwar: sohil.kunwar@imrbint.com
IAMAI & eTechnology Group@IMRB
Vivek Khattar
eTechnology Group@IMRB
IMRB International
8, Balaji Estate, Kalkaji
New Delhi - 110019.
Tel : (91)-11-42697815
Fax: (91)-11-42687801 / 02
Email: vivek.khattar@imrbint.com
DELHI
Balendu Shrivastava
eTechnology Group@IMRB
IMRB International
‘B’ Wing, Mhatre Pen Building
Senapati Bapat Marg, Mumbai
Tel : (91)-22-24323500
Fax: (91)-22-24323900
Email: balendu.shrivastava@imrbint.com
MUMBAI
Rathina Kumar
eTechnology Group@IMRB
IMRB International
63, Pantheon Road
Chennai - 600008
Tel : (91)-44-4222 0801 Fax: (91)-44-4222 0900 Email: rathina.k
CHENNAIBANGALORE
Rajesh Kurup
eTechnology Group@IMRB
IMRB International
D-7, Devatha Plaza
131, Residency Road
Bangalore - 560025
Tel : (91)-80-2213186, 2274388, 2274236
Fax: (91)-80-22473486
Email: rajesh.kurup@imrbint.com
32
33. Mobile VAS in India, December 2006
Published By:
Dr Subho Ray, President, on behalf of Internet and Mobile Association of India,
406 Ready Money Terrace, 167, Dr Annie Beasant Road, Worli, Mumbai 400018
IAMAI & eTechnology Group@IMRB 33