vas serivice mobile
TRANSCRIPT
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Value Added Services
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INDIAN ECONOMY- OVERVIEW
• Second largest emerging economy in theworld.
• Industry growth at 8.5% & Services Sectorgrowth at 10.8%.
• Service Sector contributing 55% to GDP.
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u u utheir phone. They use their cellularphones to play games, read news
headlines, surf the Internet, keep a tab onastrology, and listen to music, makeothers listen to their music, or check their
bank balance.Spoilt by choice, the mobile phonesubscribers are beginning to choose theiroperators on the basis of the value
added services they offer. Theincreased importance of VAS hasalso made content developers burn the
midnight oil to come up with better and
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While the decline in ARPU’ has been
accelerated by the recent marketing
interventions like lifetime-free schemes;
this has been a consistent trend for some
time.
It is also a function of the structure of the
Indian mobility market. At 80%, the pre- paid segment completely dominates this
Indian mobility market.
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The growing intensity of competitionhas led to more services for the end
user at lower prices. This has had an
effect of stimulating demand and thusincreasing the category adoption
rate. As more users have been
added to the subscriber base, it hasled to a further downward pressure
on operator costs.
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Mobile value-added services(VAS) are those services thatare not part of the basic voice
offer and are availed off separately by the end user.
They are used as a tool fordifferentiation and allow themobile operators to develop
another stream of revenue.
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Value added services is a term that is used
to refer to service options that are
complimentary to but also ancillary to a core
service offering.
The term is utilized widely in a number of
industries, most notably telecommunications.
Value added services are often introduced to
customers after the client has purchased
the core service that these ancillaryofferin s center around.
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Value added services like M-
Commerce, Marketing, SpecialInformation, Ring tones etc offervenues of additional revenue.
VAS contributes 10 – 14% of totaltelecom revenue .
Non-voice revenue increasing. Present contribution > 50%through SMS.
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Operators are facing cutthroatcompetition and with the call rates in
India being one of the cheapest in theworld, the margins are very low. Ithas become the flywheel of telecom
growth and a large chunk of revenuefor operators is likely to come fromVAS services in the years to come.
But it is not only effort fromoperators which is driving thegrowth of VAS, there are other
factors contributing to it.
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The Mobile VAS industry in India is
estimated at Rs. 4380 crore at the end of
2007 and is estimated to grow at 60% totouch Rs. 6760 crores at the end of 2008.
This space is currently completelydominated by entertainment services and
comprises of;
P2P SMS -Rs. 1640 crore;
Ringtones (including CRBT) - Rs. 1526 crore;
P2A & A2P- Rs 728 crore;
Games & Data- Rs. 300 crore;
Others (MMS etc) - Rs 186 crore.
E i l f d i i VAS
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Environmental factors driving VAS
Booming economy - This booming
economy has created job opportunities andincreased the spending power of anaverage Indian.
Increasing comfort levels with basic
mobility services- These users are very
comfortable in using their phones and want toexercise the option of doing more on them
beyond basic voice applications and these users
will continue to drive the market and evolve into
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Personalization of the digital world and digital
devices- The enormous success of Caller Ring
Back Tone (CRBT) is an excellent example which
illustrates that users are ready to adapt to anyservice which offer them the option of personalization.
Focus on movies & music - Movies & Music are
the passion of India. Most of the rich contentavailable to the end users revolves around these
two, with Ringtones of popular Bollywood songs,
Environmental factors driving VA
(cont.)
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Reduction in call rates & CPP initiation - CPP
(Calling Party Pays) was an importantinitiative which unshackled the mobilitymarket and allowed many moresubscribers to enter the mobility category
thus reduction in call rates has ensuredthat the expenditure on voice for a typicaluser has gone down over the years.
Market efforts driving VAS - For the
operators, success of VAS has become
important for their growth. This has led to a-
Environmental factors driving VAS (cont
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VAS emerging as major
Revenue Earner.C M D O F B S N L M r . K U LD E E P G O Y AL , S AI D
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M bil VAS i I di b f th
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Mobile VAS in India can be further
categorized into the following broad
categories:P2P: Person to Person SMS, the most common
form of mobile communication apart from voice .
Ringtones: This is inclusive of monotunes,
polytune also includes CRBT (Caller ring back
tones).
Games & Data: Games include download of one
play games by operator ; Data include download
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P2A & A2P: P2A (Person to Application) SMS inclusive of
messages sent by end users for contests & for seeking other
information like news & updates;
(A2P)Application to Person SMS inclusive of service push by
enterprise service providers; Also include calls on IVRS for all
other services like astrology
Others: Include MMS (Multi Media Messages) &
subscription charges for WAP services
Mobile VAS in India can be further
categorized into the following broad
categories: (cont.)
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VALUE ADDED SERVICES IN
INDIA ARE PROVIDED BY
Bharat Sanchar Nigam Limited
Bharti Airtel Limited
Reliance Communications
Vodafone
IdeaSpice Telecom
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SMS,
MMS,email,
advanced video features,
peer to peer video sharing, etctaking part in the contests in TV through
SMSVoice based SMS for blind people.
subscribe Bollywood clips &ringtones
Cricket and Games
Dynamo Kid
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(Available in both landline and mobiletelecom system)
In a landline - voice based ring tone
download facility,• Three party conference• Tele- Horoscope/ Tele- Astrology• Music-on-demand
• News-on-demand• Opinion polls• Quiz/ Contests• City Infoline, etc
Pure voice based value added services
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Many SMS based Value addedservices are available to theMobile subscribers of BSNL
through
THE SIM CARD
THE SHORT CODES
The VALUE Added services
forming part of the Menu are listed
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SERVICE NAME ACTIVATE DEACTIVATE ASTROLOGY *456*21# *456*22#
CRICKET *456*55# *456*56#
NEWS *456*31# *456*32#
ELECTION *456*527# *456*528#
HEALTH TIPS *456*636# *456*637#
STOCK *456*41# *456*42#
MOTIVATIONAL QUOTES *456*506# *456*507#
AUTO TIPS *456*96# *456*97#
DIWALI *456*90# *456*91#
FREEOM *456*512# *456*513#
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BSNL has launched 2 broadband value
added servicesLive Video Tutoring - is aimed at giving apersonalized Tutor service to students
within India and outside throughIndian tutors located anywhere in thecountry.
BSNL Hungama portal - will offersubscribers services like audio music,video music and gaming facilities at
monthl char es.
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1. NEW DELHI2. MUMBAI
3. CHENNAI
4. KOLKATA
5. BANGALORE
6. HYDERABAD
S.NO ARE
REPRESENTING
THESE STATES
Call Conference
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Call Conference
There are times when we have wished that we could
speak to a group of people simultaneously . May be
wanted to gossip with friends , or hold discussions with
clients . Now you can have the privilege of a
teleconference with upto 6 people , at the punch of a few
buttons .
HOW TO TALK TOGETHER
To make the first call Dial normally Then put the current
caller on hold Press 2 OK.
DIAL THE NEXT NUMBER
To get everybody talking together Press 3 OK To add
another person to your conference Press 2 OK .
C ll W iti
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Call Waiting
This feature enables you to speak to two callers,
one at a time, without hanging up on either one of
them. When this network service is activated, the
network notifies you of a new incoming call while
you have a call in progress. If another persontries calling you midway a conversation , he/she
will hear a message informing him/her that your
line is busy, while you will hear beeps at intervals.You can accept the second call while putting the
first call on hold.
Di t ll
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Divert your callsYou can choose any one of them.
•PHONE BUSY ( whenever you receive a call on your mobile phone while attending another call, it will get
diverted to your VMS )•NO REPLY (if you can't or don't want to answer a call,
it is automatically forwarded to your VMS after few
seconds )•NOT REACHABLE ( if you are not in the BSNL
coverage area or if your handset is switched off, your call is diverted to your VMS.)
• UNCONDITIONAL ( in case you don't wish to be
disturbed, you can direct all your calls to your VMS)
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Airtel Live is an entertainment portal,
the first ever by a fixed line serviceprovider, which will offer a variety of content in the arena of music, sports,
astrology, jokes, ringtones etc. Contenton Airtel Live can be accessed bydialing 4646. Services on Airtel Liveinclude:
(a) Ringtones – Download a wide rangeof songs or music clips as ringtones
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(c) News – Latest news including general
and business news
(d) Astrology services
(e) Jokes
Airtel is providing a range of value added
services like Voice Mail Service, DirectoryAssistance, Delayed Hotline, Centrex andthe like. The recently launched caller ring
back tone service ‘Hello Tunes’ has already
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SERVICENAME
BSNL AIRTEL
RINGTONES Rs 7 Rs 10
CRICKET Rs 30/month Rs 6/min
NEWS Rs 30/month Rs 1 ASTROLOGY Rs 30/month Rs 30/month
LOVE Rs 30/month Rs 1/min
STOCK ALERTS
Rs 30/month Rs 30/month
JOKES .8p or Rs 1 Rs 5
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SERVICENAME
BSNL VODAFONE
RINGTONES Rs 7 Rs 10CRICKET Rs 30/month Rs 49/month
NEWS Rs 30/month Rs 3/sms
ASTROLOGY Rs 30/month Rs 30/monthLOVE Rs 30/month Rs 30/month
STOCK
ALERTS
Rs 30/month Rs 30/month
JOKES .8 p or Rs 1 Rs 30/month
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BSNL provides VAS at
cheapest price.
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Entire Nation is divided into 4 circles
– Metros, A, B & C
Metro circle – Delhi, Mumbai, Kolkata
& Chennai
A Circle: States of Maharshtra, Gujarat,
Andhra, Karnataka & Tamilnadu
B Circle: States of Kerala, Punjab,
Haryana, Uttar Pradesh,
Rajasthan & Madhya Pradesh
C Circle: States of Himachal,
Bihar, Orissa, Assam, Kashmir and
North East States
Circle Definition: Areas
classified on the basis of subscriber and revenue
potential, where Metro
circle has the highest
potential and C circle has
Faded area in the regions showscellular network coverage the lowest
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Growing eCommerce will alsohave a positive rub off effect
on m commerce becauseusers will have a higher levelof familiarity and comfort
with online transactions.