The future of VAS In India

Old mediums of promotions are Dead or soon be Dead

The sooner you stop using promotional

SMS, Voice OBD and WAP Pushes to reach consumer, the better

it is.

Choose new Mediums like Digital Advertising and

improve on user experience

The world has moved on to real marketing

Ovum finds that increasing use IP-based social messaging services by users on their smart phones cost telecom operators $8.7 billion in lost SMS revenues in 2010, and $13.9 billion in 2011. This is set to increase in future.

SMS will be Dead sooner than you think

Social Messaging is IN

25% of Urban Indians Use IM Used preloaded IM Application 25.7% Web browser for IM – 19.1% Third Party Download IM App – 16.8% 311.2 million users of mobile instant messaging (IM) in 2010, expected to grow to 1.3 Billion by 2016 Globally

Instant messaging will continue to stay

Once a Giant in VAS Revenues P2A SMS will be Dead soon if the services doesn’t evolve.

The most logical step in evolution is moving to

Enterprise Solutions

P2A SMS will be A2P or A2A

Utilise P2A SMS for Enterprise, Banking & Alerts

Since there will be no promotional SMS to end Consumers, the

most revenue generating service will

suffer the most.

Consumer will not remember your short codes, MM nos and plenty of services.

The Solution bond

with Phone or an App.

Short code based Voice Based Services will soon be over

Phone based Voice Services will Rule

App downloads forecasted to reach 17.7 billion downloads in 2011, a 117 percent increase from an estimated 8.2 billion downloads in 2010, Revenues $15.1Billion up from $ 5.2 billion in 2010, a 190% jump Why prefer Apps Awesome Products Word of mouth Strong user experience Quality Matters Great Recall

Apps are Next Delivery Medium

Today almost every service is getting delivered through Apps.

Since Service delivery will happen on Apps, Data usage will rise.

An average app consumes 0.89 MB in a 5 minutes and 10.7 MB in an hour.

A typical app user could find that they get through around 119 MB a month or 1.4 GB a year.

An average Smartphone owner spending 667 minutes a month using apps such as Angry Birds, Facebook etc

Growth will come from Data, coupled with Apps

Don’t think Data Alone, Think Apps too.

Footfall on your shopping mall. The average amount of traffic per Smartphone in 2010 was 79 MB per month up from 35 MB per month in 2009. People are Browsing you tube, Facebook, News etc.

People always Visit more, Buy less. Monetize Visits

Browsing is the first logical step in Data

Why It’s a Social world

And of course all Social media is thriving on User generated content and

Sharing.

Design products which revolve around the person.

Remember products from AOL India on P2A SMS.

Meaning of your name Compatibility

Take lessons – Personalise to be shared

What’s important is you

11 million users of LinkedIn in India Facebook --More than 350 million Users on Mobile 42% of users access Facebook through their mobiles. 38 million users in India, third largest user of face book

Entire Social Media is answer is one Question & it revolves around one person – You

Enriched Media should be your answer

There are 200 million mobile video playbacks every day 22% of Global mobile Bandwidth is consumed by You tube 52% of Global Mobile streaming is by you tube

Mobile TV Growth 28%, By 2014, more than 500 million users worldwide. 2016- 10% of the world population will subscribe to Mobile TV

Do you buy Mobile phone only for calling ??

People consume Media now on Devices Ever tried listening to FM on mobile ??

Make use of Libraries

Heard about Spotify ??

Library of content will drive consumers on its own to reach,

search and download.

Make Rich Libraries.

Follow I tunes Example

59% of the Indian Population may never use desktop to

access internet

For many of them the first and last experience is mobile, they may never come back If the user experience is bad.

This holds true for all the products including voice

User Experience is Key

Redesign your Product

Use your own products

Apps, Social Media, Media houses, OEM content platforms are luring customers

away from Telco’s.

People will continue doing so since Telco’s are obsessed with Short term

Gains and Revenues from VAS.

Retain Consumers First

People are consuming content from various sources

Chandan Mishra Wireless Telecom professional

New Delhi - India http://in.linkedin.com/in/chandanmishra

https://www.facebook.com/groups/VASContent/

http://www.freedigitalphotos.net/images/view_photog.php?photogid=1499 http://www.freedigitalphotos.net/images/view_photog.php?photogid=739 http://www.freedigitalphotos.net/images/view_photog.php?photogid=1857 http://www.freedigitalphotos.net http://www.freestockphotos.biz http://www.freefoto.com http://www.abstractinfluence.com/forums/portal.php http://www.stockvault.net/ http://www.unprofound.com/ http://www.freestockphotos.biz

Image courtesy