Rishit Jhunjhunwala

1
28th Aug 2006 Mobile VAS Scenario in India

• Rishit Jhunjhunwala
• CTO
• rishit_at_veritytech.com

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Summary

• What does 'Mobile VAS' mean and entail in India
• Differences in VAS offerings across operators
• Typical business methodologies in VAS segment
  across operators
• Typical VAS product demos across operators
• Final statements/conclusions and QA
• .

3
VAS Offerings

• What is VAS?
• When a network operators offers services using
• existing customer base
• existing infrastructure
• they add more value to the relationship between
  consumer and operator.
• Hence, these services are known as Value Added
  Services.
• Broad Classification of VAS offerings
• Messaging short codes, MMS, email etc.
• Music mono tones, true tones, poly tones, mp3
  tones, full songs, CRBT etc.
• Imagery wallpapers, animations, screensavers,
  videos etc.
• Games Branded, Unbranded
• Text based stock quotes, news etc.
• Offered using platforms such as
• Wap/Gprs
• CDMA data
• Voice

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Differences in Offerings

• GSM Operators
• Subscribe to WAP access
• Access WAP portal which hosts the content
• Link to 3rd party WAP portals
• Pay for Airtime used (per Kb)
• Pay for content downloaded
• Pay for subscription of Rs.30 per month (Avg)
• Reliance
• Need to have R World enabled handset
• Access R World portal which hosts the content
• No link to fetch 3rd party content (very walled
  garden)
• No airtime cost
• Pay only for content downloaded
• J2ME, Brew, WAP, Browser all 4.
• 3rd parties IndiaTimes.com
• Go to web portal
• Choose content

Method of Offering
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Differences in Offerings

• GSM Operators
• Bollywood Images, Videos, Music
• Hollywood
• Cricket
• Mega Games
• Stock Quotes, Exam Results etc. only on SMS
• Reliance
• Bollywood
• Hollywood
• Cricket
• Mobile Banking, Exam Results, Guides,
• Railway Tickets etc. with UI and no airtime
  charge.
• Others
• Similar to GSM

Nature of Offering
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Typical Business Method

• For Content provider/Developer
• I have made a Tic Tac Toe game and I want to
  offer it to mobile subscribers in India, how do I
  do it?
• GSM
• Contact operator
• Operator will mostly ask you to go through to an
  existing content provider (why)
• Go to existing content provider and provide
  content
• Content provider will evaluate and put onto the
  WAP portal
• Reliance
• Mostly the same
• Or DADP (applications/games only)

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Typical Business Method

• For End Consumer
• GSM
• Subscribe, configure
• Access, download.
• Pay one time
• Reliance
• Access, download.
• Pay per launch for games
• Pay per use for other services
• Pay once for content
• Membership
• Movie example

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Typical VAS Service Demos

• Airtel
• Hutch
• Reliance

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Conclusions

• Reliances VAS play is more consumer oriented
• Quantity playing a major role, instead of
  quality, creating dissatisfaction.
• Advanced services that work outside India, might
  not work in India due to complex regulations,
  process chain, demography/profile of consumers
• Newer devices power better services
• Better networks power better services
• Indias 100mn subscribers (growing to 350mn in
  2010) are attractive for VAS players worldwide
• Soon the same content launched in China or Europe
  will be simultaneously launched in India.

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Thank you !

• Rishit Jhunjhunwala
• CTO
• Verity Technologies Private Limited
• 791, 1st Cross 12th Main,
• HAL 2nd Stage, Indiranagar,
• Bangalore 560008
• Karnataka, INDIA
• Tel [phone]
• Fax [phone]
• URL http//www.veritytech.com
• Email rishit_at_veritytech.com

(All names and brands used are owned by their
respective owners.)
Thank You