delivering a range of vas to maximise revenues from different customer segments 05 july 2011
TRANSCRIPT
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Delivering a range of VAS to maximise revenues from different customer segments05 July 2011
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Agenda
VAS Challenges
VAS Solutions
2
Who we are
Maximising Revenues
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Who we are
MTN
• 21 Countries in African and the Middle East
• 150 Million Customers
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Agenda
VAS Challenges
VAS Solutions
4
Who we are
Future
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Devices
Entry level handsets still make up a large percentage of our base
Services must be customised for delivery to all handsets
User experience
on smart phones
much better
High Volume High Value
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Networks
Networks
• MTN has 10 2G networks
• MTN has 11 3G networks
Faster networks provide a fantastic opportunity to grow the types and usage of VAS but we must still accommodate entry level networks.
Services should cater for all network types
0
10
20
30
40
GSM EDGEWCDMA
HSPA
HSPA+
Mb
ps
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Bearers
• Different bearers appeal to different segments
• Web and WAP sites create a great experience but this only accommodates a small percentage of users
• SMS still very dominant
• IVR services will grow in usage
There are many methods to engage with the customer.
SMS30%
IVR7%
USSD23%
WIG/S@T15%
WAP24%
WEB1%
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Revenue
VAS services must be “priced right” for the market
• Disposable income levels generally very low
• Communications “share of wallet” usually fixed
• Data usage per OpCo varies between 5% and 25%
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Agenda
VAS Challenges
VAS Solutions
9
Who we are
Maximising Revenues
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VAS Services
With these complexities in mind MTN makes use of many different methods and products to fully address the various segments.
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Football
Background
• www.mtnfootball.com launched in October 2005 to position MTN as the football supporter in Africa
• Phase 1 focused on MTN’s sponsorship of the African Cup of Nations and African Champions League
• Phase 2 focused on African Players in European Leagues with continued coverage of African competitions
• Phase 3 focused on MTN’s sponsorship of FIFA World Cup
• Phase 4 focusing on mobilising the content (SMS, WAP and applications)
2010:• Unique Users = 2,3m• Pages = 7,4m• 2011 on track to double this
Created and Owned by MTN
Uniquely African content
LOW HIGHSMS Updates WAP News Web Experience Handset App
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Music
Strong focus on local content
MTN is one of the leading providers of legal music content purchases on the continent
• Building the digital ecosystem
• Enabling local musicians to generate income
• Quality assured
Content:
• Ringback Tones very successful
• Full Track usage small but growing rapidly
• Simplified consumption methods (IVR)
Partnership with Trace TV to help target specific demographic with product and content.
LOW HIGHSMS Updates RBT WAP Entertainment Full Tracks and Videos
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Banking
Mobile Money
• 12 Countries
• 5 Million Customers
The mobile phone will make it much easier to bring financial services to the population
Insurance
• Targeted at mass market
• Funeral Cover
LOW HIGHUSSD Remittance Bill Payments Insurance NFC
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Health
Solution for treating patients in an out-patient setting due to limited
access to clinics
SMSs & Please call me tag ons are sent to offer info about testing , treatment , health services and
disease management
Applications consist of 1 or 2 way comms to monitor health conditions, maintain caregiver appointments or
ensure medication adherence
• Collaborative Partnerships• Network Enabler
LOW HIGHSMS Updates WAP Health Portal Remote Monitoring
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Applications
The MTN application store will be launching in the near future
• Wide range of applications
• Multiple Territories
• Developer portal
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Agenda
VAS Challenges
VAS Solutions
16
Who we are
Maximising Revenues
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VAS Services
The environmental complexities require a segmented approach to service offerings.
MTN offers products with maximum benefit and reach.
While this makes best use of internal resources it leaves gaps for highly targeted services.
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Future
By dramatically growing the services ecosystem!
• Making it as simple as possible for developers to access the network
• Enabling 3rd parties to build applications to target niched users
• Creating new revenue opportunities• Sparking the creativity of our markets• Much faster roll out of new services
How will MTN approach the future of Value Added Services?
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Africa and the Middle East have unique cultures and unique needs.
The best Content, Services and Solutions will come from within.
MTN will be there to help make this a reality.
Closing
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Thank You