The presentation talks about the future of VAS in India and how it is going to shape up from a Telco perspective. However this is valid of all the vas industry in India. The views mentioned are of my alone.

1. The future of VAS In India

2. 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.
The world has moved on to real marketing
Choose new Mediums like
Digital Advertising and
improve on user experience

3. SMS will be Dead sooner than you think
Social Messaging is IN
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.

4. Instant messaging will continue to stay
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

5. P2A SMS will be A2P or A2A
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
Utilise P2A SMS for Enterprise, Banking & Alerts

6. Short code based Voice Based Services will soon be over
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.
Phone based Voice Services will Rule

7. Apps are Next Delivery Medium
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
Today almost every service is getting delivered through Apps.

8. Growth will come from Data, coupled with Apps
Don’t think Data Alone, Think Apps too.
Since Service delivery will happen on App
Data usage will rise.
 An average app consumes 0.89 MB in a
minutes and 10.7 MB in an hour.
 A typical app user could find that they
through around 119 MB a month or 1.
a year.
 An average Smartphone owner spendi
667 minutes a month using apps such
Angry Birds, Facebook etc

9. Browsing is the first logical step in Data
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

10. Why It’s a Social world Entire Social Media is answer is one
Question & it revolves around
one person – You
What’s important is you
And of course all Social media is
thriving on User generated content and
Sharing.
Design products which revolve around
the person.
11 million users of LinkedIn in India
Remember products from AOL India on P2A SMS.
Facebook --More than 350 million Users on Mobile
Meaning of your name
42% of users access Facebook through their mobiles.
Compatibility
38 million users in India, third largest user of face book
Take lessons – Personalise to be shared

11. Enriched Media should be your answer
People consume Media now on Devices
Ever tried listening to FM on mobile ??
Do you buy Mobile phone only for calling ??
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

12. Make use of Libraries
Heard about Spotify ??
Follow I tunes Example
Library of content will drive
consumers on its own to reach,
search and download.
Make Rich Libraries.

13. User Experience is Key
Use your own products
Redesign your Product
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

14. People are consuming content from various sources
Retain Consumers First
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.

15. https://www.facebook.com/groups/VASContent/
Chandan Mishra
Wireless Telecom professional
New Delhi - India
http://in.linkedin.com/in/chandanmishra

16. Image courtesy
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