vas serivice mobile

8/4/2019 VAS Serivice Mobile

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Value Added Services



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.



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.



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.

http://www.mobilein.com/what_is_a_VAS.htm

http://www.mobilein.com/what_is_a_VAS.htm



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.

http://www.wisegeek.com/what-is-telecommunications.htm

http://www.wisegeek.com/what-is-telecommunications.htm



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.



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.



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



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



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.)



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



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



M bil VAS i I di b f th



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



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.)



VALUE ADDED SERVICES IN

INDIA ARE PROVIDED BY

Bharat Sanchar Nigam Limited

Bharti Airtel Limited

Reliance Communications

Vodafone

IdeaSpice Telecom



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



(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



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



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#



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.



1. NEW DELHI2. MUMBAI

3. CHENNAI

4. KOLKATA

5. BANGALORE

6. HYDERABAD

S.NO ARE

REPRESENTING

THESE STATES

Call Conference



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



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



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)



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



(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



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



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



BSNL provides VAS at

cheapest price.



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



Growing eCommerce will alsohave a positive rub off effect

on m commerce becauseusers will have a higher levelof familiarity and comfort

with online transactions.

vas serivice mobile

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