Marketing Efforts by operators Operators are investing heavily in reaching out to customers more effectively to make them aware of various services being offered by them. The M-VAS industry needs to undergo a complete transformation to stay relevant in the application driven economy.
This is mainly due to sharp decline in average revenue per user ARPU caused by reduction in tariff rates. Overview Telecom industry is one of the fastest growing industries in India and it has emerged as the show case for Indian Economic reforms.
The I-phone launch in the Indian market has resulted in major shift on the availability and use of internet on the mobile. Today because of lack of data speed it just does not work.
Delivering VAS is complex, but one has to look into the positive experience. All services other than peer to peer calling come under of Value Added Service in Telecom. Revenue share of entertainment VAS will come down from the current levels due to the growth of M-Commerce. Entry of new operators, particularly the Foreign Service Providers, is further affecting the top line growth for the industry where the tariff rates have already hit the bottom levels.
We are witnessing an era when users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings and interests.
Rajat K Mukarji, chief corporate affairs officer at Ideal Cellular Ltd said, With plethora of devices, different OS and varying screen sizes and pixels, delivery of VAS services varies from person to person. A booming industry in a booming economy, need we say more about its future prowess?
After outsourcing IT and network operations, Telecom operators are now planning to outsource entire VAS management also. At present the need is to grow the VAS services slowly and steadily. These services are in a very nascent phase now in India.
In that perspective, there is a need to discuss ways to make VAS or mobile value added services M-VAS business more profitable and relevant. New technology adoption by users From 3G, new services for premium MVAS consumers will come like video services which use fair amount of bandwidth, live TV, cricket match.
Shape of things to come We are in an era where the mobile phone is not just a communication tool, but it is also used as a clock, music system and a PC. Mobile phones today have moved beyond their fundamental role of communications and have graduated to become an extension of the persona of the user.
TRAI regulations also played a major role in bringing these changes.
In the last 8 years, the focus of VAS has expanded with the better coverage and large subscriber base. It is evident from the fact that for operators like Airtel, while the ARPU is falling, the percentage of non voice revenue has shown a huge growth during the last quarter ending 31 March The existing WAP portals need customization to make them more user friendly.
GPRS usage is expected to go up significantly.Mobile VAS in India, August Mobile VAS access modes The growth of MVAS market is dependent on the various modes available to the end consumer for accessing MVAS.
Presently, the modes of MVAS access can be classified as: Short Message Service (SMS) Platform SMS was the first mode introduced for accessing MVAS.
Revenue share of entertainment VAS will come down from the current levels due to the growth of M-Commerce.
M-Commerce has got tremendous growth opportunity in India. The services which would provide boost to M-commerce in India are Mobile Marketing, Mobile Banking and Mobile Payment. A major step has been taken by RBI in issuing M-Banking guidelines.
Value added services for mobile in india. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. Jul 10, · In that perspective, there is a need to discuss ways to make VAS or mobile value added services (M-VAS) business more profitable and relevant.
At the recent VAS Asia Conference, in New Delhi, the delegates deliberated that Mobile-Commerce, Mobile-Governance, Mobile-Health and Mobile-Education are the future of M-VAS market in India.
“The market has been witnessing steady growth that can be attributed to the rapid evolution of mobile VAS in emerging economies such as China, India, Brazil, South Africa, Indonesia, and Nigeria.
Mobile Value Added Services (MVAS) have assumed significant importance in recent times due to the rapid growth in wireless subscriber base.
They have enhanced the utility of mobile phone as a powerful medium to deliver information viz., News, Entertainment, Advertisement, Music, Games, Commerce, Education and Health.Download