vodafone mvas - alexcalibur

8/22/2019 Vodafone MVAS - Alexcalibur

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Mobile – Value Added Services

Case presentation by -

Team Alexcalibur



2

Vodafone India - Snapshot

Vodafone India - 144.99 million subscribers

Rural population of India- 742 million



Our Purpose

“To increase the penetration of m-VAS in the Indian market

and suggest ways to penetrate , promote and sell VAS,

especially in the rural market.”



m-VAS Penetration

Challenges faced :

• Monotonous & complex IVR

• Long and irrelevant messages

• Lack of awareness among customers

Focus on one channel for VAS promotion

A pragmatic approach?

• Data enabled handsets for VAS through WAP

• Calls from people, not machine

• Short n crisp messages with relevance



VAS Preferences(Men)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Entertainement & Lifestyle

Competition

Sports

Astrology

Games, Downloads and Applications

Social Networking

Mail & Messaging

Devotional

Health

News & Finance

Travel & Transportation

Caller Management Services

Above 40

26-40

15-25



VAS Preferences(Women)

0% 20% 40% 60% 80% 100%

Entertainement & Lifestyle

Competition

Sports

Astrology

Games, Downloads and Applications

Social Networking

Mail & Messaging

Devotional

Health

News & Finance

Travel & Transportation

Caller Management Services

Above 40

26-40

15-25



Recommendations

• Relevancy of the service to the customer:

Can’t promote Kannada VAS to a Marathi

• Promote and sell VAS on the basis of gender and age (Segment)

• Promotion of VAS through banners and hoardings at retail shops

•

Government and institutional tie-ups



Rise of smartphones, 3G..decline of WAP

• 11.2 million smartphone users.

• HTML web browsers on phones render WAP obsolete

• 3G/GPRS make social networking,mail through

WAP ineffective

VAS Services that people don’t go and use though GPRS/3G :

• Caller Management Services

• Health

•

Astrology• Humor

• Competition

Customers lost through WAP, gained though GPRS/3G

More focus on these



InnoVASe

• Cooking tips

• Tip/Quote of the day

• HELP VAS:

Local directory listing..Interactive response messages.. PLUM

<AreaName> 32326• Time management tips

• Jugaad tips

• Event Notification

• Personalised Caller tunes for individual callers

• Personal messages unlike SMSes



Rural Indian VAS

Promoting services to catch the pulse of the rural Indian:

• Mandi market news and Agricultural tips for rural India

• Weather updates

• Regional songs, movie dialogues pack

• Regional SMSes for information about SMS,calling packs



360 Degree Campaign: Hukum Mere Aaka

Campaign Objective: Promotion and penetration of the m-VAS in rural India

Product/Service:

•

m-VAS’s customized for the rural market• Multi utility stores “ Hukum Mere Aaka ”

• New & affordable data enabled handsets for rural customers by Vodafone

Features/Nature of Product & Services:

• m-VAS: – Innovations in m-VAS options catering to the rural market

– IVR : Provided by Vodafone in collaboration with Handygo

– SMS: Featured service subscriptions in regional language*

– WAP: Data enabled handset, ‘JIN’




• Features of product/service:

– New handset; ‘JIN’:

• A robust and affordable data enabled handset with quality features to

attract the rural customers

–

Vodafone’s multi-utility store ‘Hukum Mere Aaka’:• Availability of (‘JIN’) for the rural customers

• Customer Care for educating people how to operate a mobile and use the

m-VAS

• Employment opportunities for rural India with cost benefits

• Campaign message for Rural India:

– Building on the older ZooZoo campaign by giving it a rural touch and adapting

it to the new theme, ‘Hukum Mere Aaka’

– Providing with a variety of m-VASs at their disposal




•Campaign communication channels: – Above The Line

• TVC’s on regional television channels

• Print ads in regional newspapers

• Nukkad nataks for the drama loving rural market

• Jingle ads for the Radio addict Rural India

– Below The Line

• Packaging of SIM cards

• Packaging of bills in case of postpaid customers

• Branding m-VAS tariff posters @ retail outlets to create awareness



Creating a dent

• Airtel, Idea and Reliance are also using the 'Behtar Zindagi'servivce from

Handygo – Just IVR

• The campaign aims at prmoting VAS through text and WAP as well.

• Lack of local language support on phones is a hindrance for VAS

penetration and sale in the rural market• Tie up with ‘Panini keypad’ and install the application on Vodafone Jin

• Sms can be sent in Hindi, Bengali, Tamil, Telugu, Malayalam, Marathi,

Kannada, Gujarati and Punjabi

Or

• Use the telecom VAS service for panini

• The service can be provided on a monthly/daily/weekly basis

• OnMobile VAS content provider and Handygo togther can be used to

develop new innovative content through text, Voice and WAP as well.



Retailers and the VASt opportunity

Presently :

• No pull for retailers from VAS

• Lack of information with retailers and the sales team

• Mutiple brand at disposal

The workaround :

• Incentivising (Cheaper call rates, free connection etc for retailers)

• Intensively promoting VAS on SIM packaging

•

Posters, Banners etc pertaining to VAS promotion

vodafone mvas - alexcalibur

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