future of vas in india
DESCRIPTION
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.TRANSCRIPT
The future of VAS In India
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.
Choose new Mediums like Digital Advertising and
improve on user experience
The world has moved on to real marketing
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.
SMS will be Dead sooner than you think
Social Messaging is IN
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
Instant messaging will continue to stay
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
P2A SMS will be A2P or A2A
Utilise P2A SMS for Enterprise, Banking & Alerts
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.
Short code based Voice Based Services will soon be over
Phone based Voice Services will Rule
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
Apps are Next Delivery Medium
Today almost every service is getting delivered through Apps.
Since Service delivery will happen on Apps, Data usage will rise.
An average app consumes 0.89 MB in a 5 minutes and 10.7 MB in an hour.
A typical app user could find that they get through around 119 MB a month or 1.4 GB a year.
An average Smartphone owner spending 667 minutes a month using apps such as Angry Birds, Facebook etc
Growth will come from Data, coupled with Apps
Don’t think Data Alone, Think Apps too.
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
Browsing is the first logical step in Data
Why It’s a Social world
And of course all Social media is thriving on User generated content and
Sharing.
Design products which revolve around the person.
Remember products from AOL India on P2A SMS.
Meaning of your name Compatibility
Take lessons – Personalise to be shared
What’s important is you
11 million users of LinkedIn in India Facebook --More than 350 million Users on Mobile 42% of users access Facebook through their mobiles. 38 million users in India, third largest user of face book
Entire Social Media is answer is one Question & it revolves around one person – You
Enriched Media should be your answer
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
Do you buy Mobile phone only for calling ??
People consume Media now on Devices Ever tried listening to FM on mobile ??
Make use of Libraries
Heard about Spotify ??
Library of content will drive consumers on its own to reach,
search and download.
Make Rich Libraries.
Follow I tunes Example
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
User Experience is Key
Redesign your Product
Use your own products
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.
Retain Consumers First
People are consuming content from various sources
Chandan Mishra Wireless Telecom professional
New Delhi - India http://in.linkedin.com/in/chandanmishra
https://www.facebook.com/groups/VASContent/
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