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VAS PPT
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Voice is Kinng?
http://www.pluggd.in
For millions of years, mankind lived just
like the animals. Then something
happened which unleashed the power of
our imaginations, we learned to talk.
- Stephen Hawking
http://www.pluggd.in
State of Current VAS Industry
VAS constitutes ~7-10% of of total telecom revenue for Indian operators.
Digital music (including CRBT and ringtones) constitutes 35% of VAS revenue.
http://www.pluggd.in
VAS Revenue Split
P2P SMS: 35%CRBT: 25%IVR : 15%Downloads: 10%SMS Subs: 5%P2A (Peer to App) SMS + Misc: 10%
http://www.pluggd.in
Entities in VAS Value Chain
Content/Application Owner - cos. like saregama/mauj/Rajshri who develop coyrighted content
Aggregator - aggregates content like games/wallpapers/ringtones and distributes it to suit customer needs [players : mauj, hungama mobile, indiatimes mobile etc]
Software developer - develops applications (like payment/games/middleware etc.) for mobile VAS [players - mchek/July systems/webaroo/affle etc]
Technology Enabler - provides the platform that plugs into telco networks and acts like a bridge between aggregator and telcos [players include OnMobile, cellnext. mauj etc]
Operators still dominate the revenue sharing arrangement in VAS .
Of the amount paid by end users, 60-70% is kept by operator, aggregator gets 20-25% and content app/owner gets 10-15% of the revenue]
http://www.pluggd.in
Entities in VAS Value Chain..
http://www.pluggd.in
VAS Portfolio
http://www.pluggd.in
Perspectives..Numbers
Prepaid connection comprise ~85% of total subscriber base
Almost half of Indians use ULCH (Ultra Low Cost Handsets)
30% of mobile subscribers in India have opted for caller tune services
http://www.pluggd.in
More Perspectives/Numbers..
Approx 60% of mobile content downloaded in South India is in local languages
50% of all prepaid mobile phones have less than Rs. 40 balance at any point of time
~45% of the target population cannot afford to pay much for VAS products
http://www.pluggd.in
Challenges
Sliding ARPUsBoP segment
Not comfortable with SMSEnglish isn’t the most prominent language.Multiple dialects
http://www.pluggd.in
VAS Success Strategy
Sachet Pricing[E.g.: 10 Rs. Recharge Coupon.]
Bundling[E.g: Virgin:MySpace, Spice Mobile: ibibo, Email2SMS; LG: RockeTalk, ]
http://www.pluggd.in
VAS-tu Shastra..
Reuters Market Light - a short messaging service costing 60 rupees ($1.50) a month. 100,000 three- month subscriptions
Nano Ganesh Priced between Rs.560 and Rs.1700, about 5,000 farmers
are using the application. Nokia LifeTools
Local Information on seeds/crops etc Sends subscribers an English word each day, explaining how
it’s pronounced and what it means in the user’s native language.
Each of these packages could cost between Rs 25 and Rs 50 a month
http://www.pluggd.in
Nascent Market..
Local SearchAirtel receives 500,000 queries a month. BPL’s Mumbai search receives 800 local
queries a day3G Mirage
Will accelerate Mobile Internet VAS Operators/MVNOs will drive the
growth.
http://www.pluggd.in
Is Voice the Kinng?
VAS is currently limited to
urban area primarily
driven by entertainment
content. 30% of New Mobile
Users from Rural India [Q2 2008 Report] Mobile handsets costing less than $50 account
for 62 per cent of all imported units.
http://www.pluggd.in
Is Voice the Kingg?
SMS, MMS, CRBT, and GPRS would fail Regional/Rural IVR seen as a major
opportunity But where is the compelling content?Competition : SMS?
http://www.pluggd.in
Voice – VAS Challenges
Opportunity: Rural, the untapped market.Rural Services : E.g.: Mobile Payments
(cashnxt).
Challenge: Voice Recognition – Not a single engine understands different dialects.
http://www.pluggd.in
Thank You!
http://www.pluggd.in
Source
PluGGd.inEmergicBDA