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Qns.1.Include a business strategy for the VAS (Value Added
Services) ecosystem online at
airtel.com
VAS Business Ecosystem
Adoption rate by the Customer needs to be increased through the
Airtel portal and there is a
need to cut-off in the Intermediary channel which needs to be
paid the commission for the
sales.
Delivery
Platform
Entertainment Alerts & NEWS Commerce Social VAS
Entertainment VAS
SMS SMS Ringtones Wallpapers Animations Quiz Jokes
News Cricket Match
Alerts
Astrology/Vaastu/Personality
Test
Travel alerts
MobileBanking
Ticketing Travel &
HolidayBooking
Location Search Ads Pull on ShortCode for
Contests,
Voting,
Information Push for Ad LBS System Enterprise IM Group
Messaging
IVRs ReligiousChants
Music onDemand
Astrology Vasstu Fengshui Personality
Tests
MobileBanking
Ticketing Voice SMS IVR based
Contact Centres
Self HelpCentres
Voice PortalsWAP Portals Video
Clips
MobileGames
MobileThemes
MobileRadio
Movie Info Stock
Portfolio
Manager
NewsTicker/Alerts
MobileBanking
Ticketing Travel &
HolidayBooking
Mail Greetings Dating/Chatting Infotainment
Messenger
Location basedInfo
Internet MobileE-mail
Intranet & CoreBusiness Apps
Mobile VPN Push E-Mail
over handheld
devices
The Strategic-reformulation needs to be structured around 4
factors:
a) Promotional Strategy b) Strategic Marketing
c) Revenue Generation d) Product Delivery Mechanism
a) Promotional Activities
The reach of the Airtel portal needs to be increased to be
increased to both existing and
prospective customers and incorporates marketing plans that
incentivise the users to make
more and more use of Airtel portal.
1. Referral System This can lead to a chain effect on the
subscriber base wherein they are
incentivised to bring other users.
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2.The smaller format competitions can be made popular on
advertising channels like radio
which will be less expensive compared to print media or
Television
b) Strategic MarketingPULL effect on the customer & offer
maximum value to Customer
1. Increased advertising based on the user profile on gmail,
google, bingo and yahoo and
facebook with different contents for different customer
segments
2. Mail subscription or Facebook page updates about the new
products or offers with discount
coupons offer.
3. VAS services can be made available at a small discount if
subscribed through the airtel
website. The discount can be given from the savings made from
commission paid to the third
party channel or using the customer care channel
4. Subscriber can link their social networking accounts from
where the basic data such as
age-group, occupation and other typical characterstics of
customers shall be pulled out and
and as soon as the customer signs in, an analytics engine at the
background will automatic
suggest the best deals for that customer category and the
prodcut category which will make
the task of identifying the best deal for them, very easy.
Optionally they may analyse each of
the listed deal and find a better deal themself
c) Revenue Generation
1. New movies and songs owners can be targeted for the releases
through the Airtel website
which can encompass prdts like DTH, Mobile , etc.
2. Third party advertisers/sponsors can have regular contests (
thru facebook et.al ) which
announce airtel subscribers as winners. Small goodies like
Airtel T-shirts or discount on
various VAS services which shall futher promote VAS services
d) Product Delivery Mechanism
Any service can be requested from the portal and there is setup
for online payments and
provisioning for the same. Order provisioning and its progress
shall be intimated through
SMS and email. Usage and Payments data can be viewed through
portal. Even the service
cancellation should also be provisioned through portal along
with credit of remaining
balance(if any).
