Published on March 21, 2009
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 www.one97world.com
Thanks! Vijay Shekhar Sharma One97 Communications email@example.com http://www.One97World.com/blog
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