The document discusses the evolution of mobile value-added services (VAS) in India, highlighting the shift from entertainment-focused offerings to a broader range of needs including business and financial services. It emphasizes the growing importance of mobile technology as a tool for daily transactions and communication, particularly in rural areas, and contrasts the VAS landscape in India with that of other emerging markets like Uganda. Key drivers for future VAS include the demand for diverse content and applications, with a focus on user-generated content and third-party platform engagement.

1. Mobile VAS: Beyond the world of Infotainment
An Indian Contrast
Amit Mehta
Head Sales & Marketing,
Tata Consultancy Services,
a.mehta@tcs.com

2. Mobile Phones are the computers of the Developing World
Mobile Phone is the most
popular device for connecting to
the digital world
Affordable, ease of use and
voice interactivity makes mobile
phones more attractive for
connecting to the digital world.
India

3. Current VAS Landscape: Limited to Entertainment Needs - ABCD
Current Market Scenario
Astrology Ringtones
Wallpapers
Bollywood Jokes
Games
Cricket Music
Score
Devotional

4. Future Landscape: Beyond Entertainment Needs-Beyond ABCD
Future Market Scenario
Entertainment
Community
G2C Services
Business
Utilities
Livelihood
Financial
Information
Entertainment is only aspect of an individual’s needs. Other needs like Business,
Entertainment is only aspect of an individual’s needs. Other needs like Business,
Information, Financial, Livelihood etc are equally important, if not more.
Information, Financial, Livelihood etc are equally important, if not more.

5. Replication of Business Models/Trends: From Internet to Mobile
Compelling & Interactive
Applications will find more
acceptance. Platform will be open
to third parties.
Ad-based Site Traffic
Pay per click models of the Revenues will depend upon the
Web will evolve to pay per usage of WAP sites, Voice
impressions eg Hyperlinked portals, etc
advertisements with SMS
UG Content The game will be tilted on the M-Commerce
Just like on the internet, content
will be mostly free. User Generated side of volume rather than E-Commerce will pave the way
for M-Commerce, M-Auctions, etc
content will rule the roost.
margin. Rural markets will be the
catalysts.

6. Implication for Operators & Consumers
Consumers Operators
•Wants to use the mobile phone for multiple •Enhance adoption of VAS by offering
things-not just limited to Entertainment profile based applications
and communication.
•Provide means to interact in voice and
•Seeks Vernacular Interactivity and Ease of regional dialect for any application
use as more and more people from the
•Open the Platform to 3rd Parties for
rural areas are taking onto it in a big way
building compelling applications in a short
•Wants the mobile to solve all his day to day time
digital needs-as a business tool, utility tool,
livelihood tool, enabling financial •Enable Location based utilities related to
transaction etc the context of requirement
•Enterprises as a Consumer wants security, •Be open to flexible non-traditional business
seamless system connectivity and efficiency models to succeed in the emerging rural
improvisation via mobile phones markets

7. Our Thought Process and Findings
Similarity Across Different Emerging Markets

8. Use Case: A day in the life of a Common Man –
Entertainment is only one of the many needs
6 AM – 10 AM 10 AM – 2 PM
•News Update & Alerts •Scheduler/Reminder for work related
tasks
•Traffic Update/Train or Bus Timings
•Banking and Transaction related tasks
• Transactions to reach the
Workplace •Updates on stock market, jobs etc.
•Security of home and kids
2 PM – 6 PM 6 PM – 10 PM
•Traffic Update/Train or Bus Timings to
reach back home •Music, Trivia
•Transactions to reach back home •Sports
•Reminder & Scheduler setting for next •Special Occasions Reminder
day
•Pay Utility bills

9. Mobile Content Demands in Emerging Markets:
Contrast between India and Uganda
Emerging markets contain 75% of the world’s subscribers today, and—given the difference in
growth rates between emerging and mature markets (i.e., 11.8% versus 3.3% per year, respectively,
in 2008)—this number will grow to 79% by 2015. Source: McKinsey Research
Users Current M-Content Requirements: India and Uganda
1. Contacting people in emergencies 5. News local and International
2. Keeping in touch with friends and family 6. Education & Training opportunities
3. Finding medical experts 7. Entertainment
4. Prevention and treatment of illness 8. Family planning, reproductive health
India – Priority Content Type Uganda – Priority Content Type
1. Games 1. Airtime transfer
2. Download Ringtones 2. Games
3. Download Music 3. News and Sports
India – Top Ranking Services for Future Use Uganda – Top Ranking Services for Future Use
1. Listening or Downloading Music 1. Advice line on healthcare & healthcare products
2. Exam Results 2. Finding jobs – advertise your CV
3. Watching TV/ Videos & Downloading Videos 3. Watching TV and Sharing pictures
4. Birthday Greetings 4. News headlines and clippings
Source: Ericsson

10. Key VAS Drivers : Contrast between India and
Developed Markets
India – ABCD of VAS Developed Market- ABCD of VAS
1. Astrology 1. Adult Content
2. Bollywood 2. Blogging (Social Networking)
3. Cricket 3. Chat (Text/Voice/Video)
4. Devotional 4. Dating
Source: eTechnology Group@IMRB
Revenue Distribution : India Revenue Distribution: Developed Markets
Source: Company Research

11. Our Innovative Initiatives
Enterprise enabled VAS Security as a VAS
Homeland
Security
Emergency Surveillance
Services Application
Device &
Security Data Level
Alerts Security
Remote
Security
Monitoring

12. Enterprise VAS to Enterprise Enabled VAS – Service
Paradigm Shift
Traditional Enterprise VAS Solutions Enterprise enabled VAS Solutions
•Operator Driven • Enterprise Driven
•Enterprise Neutral • Operator Neutral
Paradigm Shift
• Co-created linkages with ecosystem
•Disintegrated linkages with ecosystem
• End to End Ecosystem operation
•Not Value added service in its true sense
New business model that can revolutionize the entire concept of Enterprise VAS
TCS to be solution provider
Partner with enterprises on a revenue-share model
Complete infrastructure enablement

13. THANK YOU
“Discussions”