The document discusses the evolving landscape of value-added services (VAS) in the telecom industry, highlighting declining revenues and the obsolescence of traditional VAS offerings. It emphasizes the need for innovation through new service models, customer-centric strategies, and partnerships to enhance VAS and capture emerging opportunities. Suggestions include adopting open API frameworks and leveraging technology to adapt to changing consumer behaviors and preferences.

1. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
VAS Strategy 2015 and Later
20th APR 2015

2. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Table of Contents
1. Objective
2. Diminishing Revenue from Erstwhile VAS Services
3. VAS Ecosystem
4. Competitive Analysis (Industry, Vodafone)
5. Proposed Initiatives
6. Summary
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3. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Evolution of Telecom Technology, Handsets and VAS services
3
YEAR
S
P
E
E
D
Telecom Technology is leaping year on year and decade on decade.

4. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
VAS : NO MORE VAS?
What used to VAS few years back is “NO MORE VAS”.
BASIC small screen B&W SMART, Big Touch Screen
Call , Text, Network Services
No APPS
Very Limited Reach
Voice, Internet, Data
Full of APPs and Internet
Reach – Close to saturation point
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5. Global VAS Services
5
Communications Commerce and
Transactions
Infotainment
SMS Banking and Payments Games Wallpaper
CRBT SMS Contest
SMS
Infoservices
Social
Religious
Channel
Ringtone
WAP
Portal
Music Station
Music IVR Wallpaper
IVR
Premium
IVR Contest
Mobile Advertizing
Credit Remittance
E-Top UP
International Recharge
Consumer Loyalty
Deal and Couponing
Mobile Storefront
International
Call Me back MMS
MCA Basic IN Services Push Email
Voice SMS Data Roaming
Push to
talk
VPN
Advanced IN
Services
Call
Collect
Audio Conf
SMS to Email / Email
to SMS CUG
Credit
Transfer
Friends and Family
GPRS/
EDGE
Bulk SMS
Engine
Vehicle Tracking/
Fleet Management
International
MMS
Our Current VAS Presence: More than 90% of the GLOBAL VAS services

6. SDP/Platform ( v/s Vodafone)
Real Time Billing & Subscription
Management
Regulatory Policy Management
Application & Content Management
Plug & Play Management
Analytics & Cross-Sell/Up-Sell
Partner Settlement
Intelligent Device Management
SDPFrameworks
 Compliance
 No Standard CMS
 INTEC CPMS
 Compliance
 Standard Analytics Engine
 Compliance  Non Compliance
 Standard CMS
 Compliance  Non Compliance
 SAAS integration with VAS Service
BIGDATA implementation
 No Compliance
 Compliance
 Compliance
InHouse IT – The only Differentiator. All Competitors have similar services.
CRM & Billing is our strength; Analytics & CMS Need Enhancement
(Integration Partner – IT) (Integration Partner – IBM)
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7. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
VAS Revenue – Southbound?
Telecom service provider is the next Internet
Service Provider
Control over VAS services has changed
drastically.
VAS services provided by Telco previously are
freely available.
EcoSystem has evolved over time, due to which
Erstwhile VAS services are becoming obsolete.
Few of the reasons why VAS Revenue is Southbound?7

8. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Are we ready for LTE?
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9. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Suggestions
Open API Framework - To get vendor on board
for quick service integration.
Revenue Share Agreement Framework
Data Compression Techniques from vendors (
SLA and Agreement )
– Opera ( can compress data upto 90%)
Innovate VAS services at the network level.
– mCarbon ( PCN call interception for promotions)
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10. VAS as variety of appified services
New
Services
Model
Service
Discovery
Simplify
Delivery Mode
Appify
Pricing/Packages
Multiply
Partnership
Modify
Social Media
Amplify
User
Experience
Unify
#Innovative
plan
bundling
#Customer
Usage
patterns
#Every customer
wants more
for less..
#Strategies
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11. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Opportunities
Customer Presence,
Customer keys on mobile
Customer Time Spent on ( purchase, watch,
play, text, chat, read etc.)
Customer's Usage pattern.
Modeling VAS services around customer.
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12. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Innovative Ideas.. That brings value
 Technology innovation that recharges your battery
while you talk.
 An App that stops "unnecessary" data consumption.
 Similar Business - App Aggregator
 DCB (Direct Carrier Billing)
 Direct AppStore Billing
 App that understands consumer’s consumption pattern
– Promotes to “CONSUME” more.
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13. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
VAS Revenue – Can go North?
 Mobile penetration still have some space left.
 Globaly , It is more than100% .
 Target Rural customers with erstwhile VAS services.
 Target Urban customers with modern VAS services.
 Ties with strategic partners to bring value to
Customers.
 Innovative value building services to keep up with the
pace from Customers Expectation Point of View.
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14. Sandeep Sonkusale, VAS Strategist, PMP, PMI India Champion
Thank You