Challenges in Indian VAS Industry

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Information about Challenges in Indian VAS Industry
Business & Mgmt

Published on March 21, 2009

Author: vijayshekhar



My presentation at Convergence India regarding challenges for India's VAS Industry

Challenges for VAS Markets Vijay Shekhar Sharma One97 Communications

VAS Market landscape  Largest media by reach: 300 Mnmobile users  Interactive, vernacular, very easy, pervasive  Double possibilities: Device or network based content and applications  Telco supported Micro-charging possibilities  Unique Indian market space: Music is paid service  Early stage of evolution

The makers and takers  Heavily operator dominated  Innovation / Selection  Commercials  Go to market  VAS Companies  80% revenue goes to 20% companies  Most of companies make 80% revenue by one or two products  Challenges of scale and long term plan

Application Space  Network App dependency  Most of “successful” apps are still deployed on the network  Device Capability, Pricing and Usability  Challenge of beta testing  Content Diversification  Type of content : Its still music  Content creation costs and focus  Royalty eco system  UGC & Community content

User Experience  Application Usability  No standardization of app interfaces  Usability quotient  Customer delight vs revenue  Support  VAS customer support at operator  Focus of VAS companies  Experience and Training  Problem (of charging etc) resolutions

Over all market issues  Operator based ecosystem  prepaid market  It still is called revenue driver not a customer delight and experience enhancer  Trained manpower  Cluttered market communication  Regulator’s focus  Consumer expectation

Brighter Side of the moon  On the telecom cloud applications are more chances of survival than other media  Music makes ~$500Mn for operators!  Messaging is paid and makes ~400Mn  Content is paid and can grow towards ad funded model  Advertising could be a bigger pie than internet eco system  We still are in early days !

Thanks ! Vijay Shekhar Sharma One97 Communications

Thanks!  Vijay Shekhar Sharma One97 Communications

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