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The Multi-Billion Dollar Indian MVAS Market Opportunity


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The Multi-Billion Dollar Indian MVAS Market Opportunity

  1. 1. Beyond the Tip of the Iceberg The Multi-billion Dollar Indian MVAS Market Opportunity1 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  2. 2. Case Highlights Beyond the Tip of the Iceberg Mobile services in India have a unique opportunity to improve the welfare of its citizens, while generating significant market opportunities for technology and solution providers. The objective of the study was to better understand the major drivers and barriers of the Indian MVAS market to generate insights that will advance the market. .2 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  3. 3. The Tip of the Iceberg No. of mobile Internet users in India is expected to nearly double between December 2012 and March 2014, from 87.1 million to nearly 165 million More than 97% of the survey respondents access the mobile Internet multiple times a week, and 75% access it daily This dynamic will only accelerate in a country with a population greater than 1.2 billion people, 50% of whom are below the age of 26 While these trends highlight the strong consumer interest in MVAS, in reality, the majority of India’s consumers use only basic and free data services and 44% of respondents reported that they are not paying for MVAS today3 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  4. 4. Below the Surface  It is projected that the market will  The issue is not that consumers are grow at a CAGR of 25% between unwilling to pay for MVAS, it is that 2012 and 2015, from an they have not perceived value in estimated $4.9 billion (USD) in the basic services that are available 2012 to reach $9.5 billion (USD) today in 2015  Therefore, it is not a surprise that  Consumers in India have consumer interest in basic services established that they are willing appears to be waning – while to pay for services when they interest in enriched and perceive value transformational services is on the rise The gap between consumer interest in sophisticated data services and the basic nature of available services indicates that there is significant latent potential in the market that lies unexploited4 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  5. 5. Service Classification mEntertainment mEducation mHealth mFinance  Localized  Interactive English  Remote  Mobile Wallet Vernacular Language Diagnostics Services Content Learning Services  Chronic Disease  Mobile Remittance  On-Demand  Competitive Management Services Music and Video Examination  Maternal Care  Business Content Preparation Correspondence  Live TV Shows Solutions Model Based and Events  Tutor-on-Call Service  Vocational Training5 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  6. 6. Universal Recommendations Invest in Improve Enriched and Consumer Transformational Awareness Services Develop Focus on Partnerships Usability Focus on Safety and Privacy of Consumer Data6 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  7. 7. Recommendations Mobile Operators Domestic  Build Consumer Trust  Focus on Network Coverage and Speed  Incentivize Partners  Encourage Smartphone Adoption Global  Gain First Mover Advantage: Global operators can gain a first mover advantage by replicating sophisticated services offered in other markets  Test New Offerings: India can be an attractive testing ground for global operators seeking to test VAS offerings prior to launching them in other emerging markets Many multi-national mobile operators have already made significant investments in India. This group of recommendations is for those that have not yet launched MVAS in the Indian market, but are intrigued by its potential7 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  8. 8. Recommendations for Content& VAS Technology Focus on Experience Focus on Outcomes Develop Personalized Content The threat of MVAS to VAS technology traditional service providers must also India’s diversity must be delivery models will only focus on moving up the reflected in mobile data accelerate. Consumers value chain and develop services as well. expect mobile services to services that offer Development of deliver an experience specific outcomes personalized, vernacular that is comparable to the content isn’t just important original offline experience – it is critical to MVAS success8 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  9. 9. For more details please visit the link below: ceberg.pdf9 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  10. 10. About Wipro Council for Industry Research Wipro set up the Council for Industry Research, comprised of domain and technology experts from the organization, to address the needs of customers. It specifically surveys innovative strategies that will help customers gain competitive advantage in the market. The Council, in collaboration with leading academic institutions and industry bodies, studies market trends to help equip organizations with insights to facilitate their IT and business strategies. For more information on the Research Council visit or mail wipro.insights@wipro.com10 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  11. 11. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 140,000 employees and clients across 54 countries. For more information, please visit www.wipro.com11 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL
  12. 12. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.12 © 2013 WIPRO LTD | WWW.WIPRO.COM | CONFIDENTIAL