aircel_vas_highfives

8/2/2019 Aircel_VAS_HighFives

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THE VAS MARKETTEAM: High-Fives


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Different S ervices o f Telc om S ect o r

Telecom Sector

Telephone

Wireline Wireless

CDMA GSM

InternetServices

Va lue AddedServices

P MRTS VSAT


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All India GSM C ell Sub scri b ers March 2010 (COAIRep o rt)

S l. No .

Na m e o f Com pany To tal SubFig u res

% Market S hare

1 B ha rti Airtel 1 276 19 314 30.25%

2 Vod af one Ess a r 1 00858358 23. 91 %

3 IDEA 63824

5881

5.1

3%4 B SNL 63 4 8633 9 1 5.05%

5 Aircel 3686 11 74 8.7 4 %

6 Reli a nce Telecom 1 63 11 206 3.87%

7 MTNL 4 78 44 53 1 .1 3%

8 Uninor 28 44 583 1 .0 1 %


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VAS I ntr o d u cti o n

VAS adoption in India will spur due to positive demography, growing middle class and increasing spending power of people at the bottom of the pyramid.

Why India?

A you ng nati o n with o ver 64 % o f its citizens b el ow the age o f 34 years Literacy rate o f ar ou nd 80 % a mo ngst the age gr ou p o f 15-24 yearsThe gr ow th and e m pl o ym ent o pp o rt u nities > R ising Inc om e

Cu rrent VAS ad o pti o n is lim ited to select set o f services, this c omb inati o n o f age, inc om e and pe o ples mob ility pr om ises a great f u tu re.

The mob ile VAS reven u es in the c ou ntry are driven b y the P2P SMS service, f o llow ed b y mu sic.

De m and f o r mob ile VAS is driven b y the increase in the mob ile s ub scri b er b ase, which has exceeded the 700 m illio n m ark, as well as aggressive m arketing eff o rts b y telec om

o perat o rs

M-Comm erce (services s u ch as mob ile b anking, mob ile pay m ents and mo ney transfer) expected to drive the m arket

3G S ervices to pr o vide ne w services s u ch as high speed data transfer


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Acc o rding to the Internet and Mob ile Ass o ciati o n o f India (IAMAI), the mob ile VAS in India was esti m ated to b e wo rth INR145 .0 b illio n in 2010 , gr ow ing at a CAGR o f mo re than 50 % d u ring 200610 .

Entertain m ent mob ile VAS c o nstit u tes 57 % o f the o verall reven u es f o llow ed b y

inf o r m ati o n mob ile VAS (39 %) and m- c omm erce (4%).


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P ers o n -to- pers o n (P2P ) SMS Mo n o to nes Po lyt o nes Tr u et o nes

Caller ring -b ack to nes (CRBT ) P ers o n -toapplicati o n (P2A ) SMS Applicati o n -to- pers o n (A2P ) SMS Ga m es S ervices s u ch as m c omm erce and

m radi o

Key mob ile VAS

Co ntent ow ners Co ntent aggregat o rs o r devel o pers Media c om panies Techn o lo gy ena b lers S h o rt -c o de pr o viders Handset m an u fact u rers Co ntent c o nverters

Key participants in the mob ile VAS m arket


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Introduction of 3G and 4G > high rate of data transfer,> avenues for new VAS applications

Handset manufacturers with powerful OS andassociated Application Stores have entered

The Mobile Operators are reaching saturation levels of teledensity in urban areas

Need to look at non-voice revenues to increaserevenues.

VAS at inflecti o n p o int in India

Handset manufacturers can enable content andapplication creators to directly reach consumer throughapplication stores > increased importance

However, for basic VAS, mobile operator still remainsthe only route.

All stakeholders need to collaborate to reach out toconsumer with most relevant content.

Com pete to Co lla bo rate


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VAS S ervices De m and: S erviced vs. Fu tu re Ad o pti o n vs. Untapped Po tential

Future adoption relates closely to the current awareness levels of consumers.Growing demand for entertainment services like listening to music &watching movies over mobile.

Followed by high potential information based VAS such as news updates & medical services over mobile.


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VAS V al u e Chain

Multiple stakeholders are involved in delivering MVAS to the end users. Each stakeholder contributes to a specific partof MVAS a nd c a n h a ve multiple business models.

Reg u lat o r

P r oj ect Manage m ent Gr ou p/ AgencyCould be Government B ody/NGO/Service P rovider/Oper a tor etc. responsible

f or delivery o f services in a n e ff ective m a nner, progr a m exp a nsion, a chieving mission

S ervice P r o vider

Applicati o nDevel o pers

Techn o lo gy Ena b lers

Operat o rs Handset Man u fact u rers

End -Users

P r o vides the S ervice and are

pri m ary c u st o dian o f data eg. Ho spital,

Bank, Ministry o f Rail w ays

Creates applicati o n, u ser platf o r m s o f techn o lo gy

ena b lers.

P r o vides s u pp o rt toapplicati o n.

Creates platf o r mf o r applicati o n

devel o pers

P r o vides applicati o nvisi b ility o n apps st o res.

Co llectP ay m ents fr omend u sers

Wo rk w ith o perat o rs &

service pr o vidersto identify

c o ns um er specific needs.

P r o vide applicati o n visi b ility o n app st o res

End UsersUse the

Applicati o n


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VAS V al u e Chain || T he Flow

The VAS v a lue ch a in consists o f six entities prim a rily involved in the f low

Source: BDA Interview and Analysis, Industry Feedback


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VAS V al u e Chain || T he Flow

Network operators dominate the revenue sharing arrangement in VAS today

Com pared to the gl ob al c ou nterparts, Indian mob ile o perat o rs are a b le to neg o tiate b etter ter m s w ith o ther players in the chain.

Glob ally o perat o rs share nearly 25-30 % o f the reven u e and p o ssess lesser c o ntr o l o ver VAS players.

T he value chain player who manages the customer, appears to be the winner with lions share of 60- 80% of VAS revenues.

ContentP rovider

5- 1 0% o f revenues

Content Aggreg a tor

1 0-1 5% o f revenues Technology

En a bler

1 0-20% o f revenues

MobileOper a tor

60-80% o f revenues Ha ndset

Ma nu facturer Consumer

Source: PwC Mobile Broadband Outlook 2015

The Operat o rs d om inate in India d u e to

Com plete c o ntr o l o ver the data pipe b eing the m a jo r c u st om er tou ch -p o int. Lack o f b randed c o ntent pr o viders leading to s m aller players entering the m arket No clear e m ergence o f a Killer c o ntent leading to a b sence o f de m and side p u ll creating space f o r

mob ile c o ntent pr o viders


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VAS V al u e Chain

Has b een the ow ner o f the end c o ns um er in the VAS ec o syste m

High b argaining p ow er as the c o ntent creat o r had to r ou te everything thr ou gh

Operat o r High S hare (60-70 %) in the VAS

reven u es

M obile Operator

Lack o f b randed c o ntent Low im p o rtance

Frag m ented players d u e to their s m all size Lim ited a b ility to invest in R&D

C ontent C reators


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VAS L ist o f S ervices

Listening tolatest mu sic

SMS Watching ne w s u pdate

Ringt o nes, w allpaper etc.

Bo llywoo d mo vies/

Mu sic vide o s

MMS M aking vide ocalls

Getting m edical

advice fr omd o ct o r

Checking e m ail

Regi o nal lang u age

mo vies/ mu sic

Internet Br ow sing

Live S p o rts Bill P ay m ents Boo king Tickets, Ho tel

Bank Acc ou nt Details

So ap Operas/ S erials

Travel Related

Inf o r m ati o n

Online Ga m es

Ed u cati o n Related

So cial Net wo rking

S ites

Banking Transacti o ns

P ay f o r Pu rchases

Weather Inf o r m ati o n

Pu rchasing P r o d u cts

Online

Inf o r m ati o n related tolo cati o n

S to ck Market Trading

Getting inf o /u pdates

o n pr o fessi o n


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VAS A ddressing the Challenges

Source: BDA Analysis

Co ntent Lo calizati o n ChallengeDevice ChallengeReven u e Challenge

Challenges that w ill b e o verc om e

Operat o r ChallengeUser Challenge

Challenges that m ay b e o verc om e o r c o ntin u e to exist


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VAS C hallenges that will b e o verc om e


Advertise m ents will b e a ne w reven u e aven u e f o r VAS players and c ou ld o ffer the m the independence they need to s u cceed

Mob ile advertising will b enefit o perat o rs, advertisers, VASplayers and c o ns um ers

Addressing the Reven u e Challenge

Traditi o nal VAS-SMS , CRBT and ringt o nes will c o ntin u e togr ow w ith increased a wareness

Aw areness will re m ain a pr ob le m f o r advanced VAS services u nless m arketing is d o ne b y VAS c om panies the m selves toed u cate u sers

Addressing the User Challenge

Mo re c o ntent will b e created f o r Bo llywoo d and cricket as they are tried & tested

IVR w ill b e a s o lu tio n to lo cal lang u age s u pp o rtCreating the lo cally relevant c o ntent will still req u ire

s ub stantial invest m ents

Addressing the Co ntent Lo calizati o n Challenge


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VAS C hallenges that m ay b e o verc om e o r c o ntin u e to exist


Reg u lat o ry u ncertainty ar ou nd spectr um is g o ing to c o ntin u e to hinder pr omo tio n o f VAS

In India, with the intr o d u cti o n o f 3G , high end 2G u sers can b e imm ediately m igrated f o r delivering b etter service experience and freeing capacity

With 3G o perat o rs will increase their f o c u s o n mob ile internet VAS f o r high end u sers

Addressing the Operat o r Challenge

Devices are n o mo re a challenge with mo re feat u res getting added at low er price p o intsVAS players and handset vend o rs are f o r m ing partnerships to

e mb ed applicati o nsGSM players have started ad o pting aggressive handset

bu ndling th u s red u cing GSM c o st o f ow nership, as well

Addressing the Device Challenge


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VAS N eed f o r devel o p m ent o f VAS Su pply S ide

Source: PwC Analysis

Supply Dem a nd

N on emergence of killer apps and unavailability of language specific products and content has left behind a huge unmet demand that needs to be serviced


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VAS N eed f o r devel o p m ent o f VAS Su pply S ide


Co ntent Mob ile Handsets

Original c o ntent devel o pers Co ntent as extensi o n service

Co ntent Aggregat o rs 3G ena b led handsets OEM

Mostly sm a ll ventures run byf irst gener a tion entrepreneurs.

Low negoti a ting power a ndsh a re 1 0-1 5 % o f revenue

Do not h a ve the f ina ncia lmuscle to c a rry out extensive

R&D needed f or development o f killer a pps

Mostly m a r ket le a ders intheir respective dom a ins a ndprovide content a s a non corebusiness Able to negoti a te on contentsh a ring a greements a nd geta round 4 0% sh a re

Fina ncia lly strong but o ff erslimited products

Aggreg a tes content f romva rious sources a nd provideone stop shop f or customers Able to m a r ket content in auser f riendly w a y to the needycustomers

Despite getting lowsh a re( 1 0%- 1 5%), need tof ocus on their technologypla tf orm .

Over the ye a rs, 3G en a bledha ndsets prices h a ve fa llen30% (CAGR).

Yet there is need f or f urther drop to meet the unt a ppeddem a nd.


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VAS O vervie w o f S ervices



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Delivery P latf o r m s

Entertain m ent Alerts and Ne ws Comm erce So cial VAS E nterprise VAS

SMS SMSRingtones/C BRTCustomizedW allpapers

Anim ations Quiz Jokes

Cric ket/ M a tch AlertsNews

Astrology, V aa stu,Fengshui, P erson a litytestB a nking In f o/ AlertsTr a vel a lerts det a ils likeTr a in, Flight det a ils etc.We a ther

Mobile b a nkingTicketingTr a vel a nd Holid a yboo kings

Loc a tion,inf ota inmentSe arch

AdvertisingMedic a l Advice

P ull on Short Codef or contests, voting,inf orm a tionP ush f or AdvertisingLB S systemsEnterprise IMGroup mess a ging

IVRs Religious ch a ntsMusic onDem and

AstrologyVaa styFengshuiP erson a lity testWe a ther

Mobile b a nkingTicketing

AstrologyservicesVoice SMSMedic a l Advice

IVR b a sed Cont a ctCentersSel f Help centersVoice P orta ls

WA P P orta ls Video ClipsMobile G a mesMobile ThemesMobile R a dio

Movies rel a ted in f oStoc k P ortf olioMa na gersNews tic kers/ a lerts

Mobile b a nkingTicketingTr a vel a nd Holid a yboo kings

MailMobileGreetingsDa ting, Ch a tting,B logging etc.

Inf ota inmentSNC / UGCInternet Se a rch

AdvertisingMessenger Medic a l a dvice

Loc a tion b a sedinf orm a tionInternet Mobile e-m a il

Mobile c a lend a r Access to Intr a neta nd Core B usiness

Applic a tionsMobile V P NP ush E-m a il over handheld devices(e.g. B la ckberry) /Wireless em a il


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SMS


Mainstay o f VAS in India

Highest a w areness level (94 %)

Cu rrent ad o pti o n levels (66 %)

4 ou t o f 5 pe o ple are w illing to u se SMS in f u tu re

Mo nthly average spend o f Rs 42

SMS can c o ntri bu te nearly Rs. 14 ,000 C r o res o f reven u e b y 2015

SMS as a % of mobile VAS revenue is expected to decline to around 25% by 2015 from current levels of around 60%

Lim iting S ize o f Market: P rim ary Lang u age b eing English O nly 19 % o f p o p u lati o n

Co ntin u es to r u le bu t h o ld weakens


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SMS


Po sitive Fact o rsPo sitive Fact o rs

India specific editi o ns o f ph o nes S im plicity and effectiveness o f

SMS as m edi um o f c ommu nicati o n

W hile the Minutes of Usage arefalling, the number of SMS per subscriber has increased 51%

just a year

Co ntin u es to r u le bu t h o ld weakens

Nearly 51 % o f the pe o ple are ready to ad o pt the service in f u tu re

76 % Aw areness

Com paris o n o f Aw areness and Ad o pti o n (Cu rrent and Fu tu re)

FOCUS

Operat o rs mu st f o c u s o n the

mu ltiling u al SMS s Handset Man u fact u rers wou ld need

to design key bo ards (o r applicati o ns) which are designed f o r ease o f typing in Indian lang u ages.


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Regi o nal entertain m ent


N early every second person willing to use it in futureN early every second person willing to use it in future

Region a l diversitylea ds to strong

dem a nd f or region a l

entert a inment

81 % o f the moviesrele a sed in Indi a

a re non-Hindi

As economicgrowth percol a tes

down to theinteriors o f the

country

1 8% growth in a ye a r on region a lTV ch a nnels

during 2008-200 9

currently a ttr a cts35% o f tot a lviewership

More popular among people who have received less formal education

87 % o f the pe o ple are a ware o f VAS b ased o n regi o nal entertain m ent47 % are ready to ad o pt these services in f u tu reCo ns um ers are willing to spend Rs 50 per mo nth o n regi o nal entertain m entReven u e in excess o f Rs 2,500 C r o res b y 2015 f o r the VAS val u e chain

Challenge f o r the o perat o rs o f the val u e chain To c a nnib a lize the user f rom other ch a nnels such a s c a ssettes, w a lkma n, mp3 pl a yers, etc Off er reli a ble content delivery a t a re a son a ble cost

F uture Adoption by educational background


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Healthcare S ervices


Fo r every 1700 I ndians there is b arely 1 d o ct o r

80 %o f these d o ct o rs are sit u ated in Ur b an

Areas

Lim ited access tod o ct o rs advice in

se m i-u r b an and r u ral areas

S hare o f w allet o f healthcare f o r an

average Indian h ou seh o ld wou ld gr owat an CAGR o f nearly 9

% d u ring 2005-2025

Goo d a w areness level o f 71 %

49 % o f the u sers

w illing to ad o pt the service in f u tu re at a price o f Rs 73 per

mo nth

Po tential to c o ntri bu te nearly Rs. 2000 C r o res as reven u e b y 2015

Interest in the service mainly comesfrom housewives and retired people

Medical Advice o n P h o ne f u tu re ad o pti o n b y o cc u pati o n

S tr o ng De m and f o r Healthcare is expressed b y pe o ple


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Vide o C alling


La ngu a ge independent n a ture

Low Adoption Levels due to limited a va ila bility o f the service

Ea se o f use o f the service

Willingness to spend Rs 57 per month on video c a lling

P otenti a l of gener a ting revenue o f ne a rly Rs 2, 4 00 Crores by 20 1 5

Nearly 51 % o f the pe o ple are ready to ad o pt the service in f u tu re

76 % Aw areness

Com paris o n o f Aw areness and Ad o pti o n (Cu rrent and Fu tu re)

Video calling has appeal across age groups and students are likely to be heavy users

Vide o C alling f u tu re ad o pti o n b y age gr ou ps

H ighest for 18-25 yrs age groupStudents and young professionals


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Vide o C alling


Ab ility o f o perat o rs to have easy to u se service

Aff o rda b le P ricing

Mu st n o t b e pr oj ected as a s ub stit u te f o r face -to- face c o nversati o ns

Rather sh ou ld b e p o siti o ned as a m edi um to experience face -to face kind o f c o nversati o ns

Operat o rs need to tread ca u tiou sly since this service is a b and width g u zzler

Success F actors


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VAS K ey Trends

1Mu ltiling u al c o ntent, applicati o n s u pp o rt ar ou nd lang u ages, killer applicati o ns and readiness o f handsets c ou ld drive o ver INR 55 ,000 cr o res o f VAS reven u e b y 2015 . Req u ires

2With the la u nch o f 3G services and expected la u nch o f high b and width BWA services, VASc u rrently has reached its inflexi o n p o int.

3The f u tu re gr ow th in VAS is expected to b e b r o ad b ased in c o ntrast to the past where fe wer services d om inated the VASscene.

4There is str o ng de m and and increasing pr o pensity to pay f o r Regi o nal and mu lti -ling u al c o ntent.

5Medical Advice VAS has the capa b ility to all ow the deprived secti o ns o f s o ciety to access q u ality m edical advice at an aff o rda b le price.

6Su rprisingly, Indian u sers are keen to expl o re vide o calling

7Transacti o nal VAS(m-c omm erce) wou ld need special attenti o n to address the iss u es o f ease o f u se and data privacy.

8De m and f o r ne ws u pdates thr ou gh VAS is high and o perat o r and VAS val u e chain players wou ld need to address the challenges in delivering ne ws u pdates in mu ltim edia at a reas o na b le c o st


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Communic a tionServices

SMSMak ing Video C a lls

Soci a l Networ kingMMSChec king e-m a il

Entert a inment services

Listening to musicRingtones/ W a llpapersB ollywood movies/videosRegion a l la ngu a gemovies/ videosLive sportsMobile TVOnline g a mes

Inf orm a tion services

Wa tching newsupd a tes

Getting medic a l a dvicef rom doctor Internet B rowsingEduc a tion rel a tedWe a ther in f orm a tionInf orm a tion rel a ted toloc a tionGetting in f o/ upd a teson pro f ession

M-Commerce services

B ill pa ymentsB oo king tic kets, hotelB a nk a ccount det a ilsTr a vel rel a tedinf orm a tionB a nking tr a ns a ctionsPa y f or purch a sesP urch a sing productsonlineStoc k m a r ket tr a ding


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0

50

1 00

MobileSubscribers

ATMs

ATMs per 100 ,000 and Mob ile Sub scripti o ns per 100 pe o ple

In India

Low penetrati o n o f ATMs in India

Banking services are the essence o f M Comm erce.

Telec om services are mo re accessi b le than b anking services in e m erging m arkets.


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Emerging M a r kets

Key Ch a r a cteristics o f Emerging M a r kets:

Lower Aver a ge Income

Major segment o f people h a ve no inter a ction with B a nks

Users pre f er a nonymity

Subscribers more com f orta ble with the prep a yment concept

Government policies a re ge a red to support M Commerce

Subscribers e a se with SMS us a ge

P roduct c a tegories

Mobile Tic keting

Mobile B a nking

Mobile B roker a ge

Mobile P urch a se

Mobile M a r keting

Mobile Pa r king Meters


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Mobile Tic ketingTicketing (Events, facilities, tr a nsport a tion)Coupons/Vouchers (Gi f t vouchers, discounts,me a l pla ns.)Ma ss Tr a nsit ( B uses, a irlines, subw a y)Loya lty C a rds (Air miles, Us a ge)

Mobile B a nking

Ca sh Deposits/ Withdr a wa ls (Consumer B a nking)

Remitt a nce (Intern a tion a l/ Loc a l tr a ns f er o f money)

Account B a la nce ( B a la nce Inquiry, Mini st a tement)

Ca sh m a na gement / Credit tr a ns f er ( P 2P tr a ns f er o f money)

Credit C a rd/ Debit C a rd (C a sh Tr a ns a ctions, Credit c a rdch a rge noti f ica tion through SMS)

Monthly Pa yments/ Employee Pa yroll (Subscription/recurring Pa yments)

Mobile B roker a ge

Tr a ding (Investments, quotes, st a tements)

Stoc k a nd Sh a res (Investments, quotes,st a tements, e.g. Stoc k ma r ket )

P ort f olio m a na gement.

Mobile P urch a se

Ret a il of low price products (Groceries, Tic kets etc.)

Mobile phone a pplic a tions (Ring tones, W a llpa pers)

Delivery Service (Gi f ts, f ood a nd bever a ges,groceries)

Other Goods a nd Service

Mobile M a r keting Advertising Ca mp a igns (New products, Subscription Services)Ch a rity C a mp a ignsP olitics (Voting Tool)

Mobile Pa yments

Pa r king meters/ couponsTr aff ic Tic ketsP oint o f S a le

P r o d u cts


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Success f ul Pa yment MethodsCh a rging mobile subscribers billDeducting f rom subscribers c a lling credit.Registr a tion o f a credit c a rd th a t is lin kedto a SIM c a rd.

Addition a l innov a tive methods c a n beintroduced depending on the m a r ket

P re-l a unch P la nning Adequ a te system testingRis k rel a ted to b a nks should be cle a rly identi f ied(oper a tions, str a tegic, reput a tion a nd compli a nce) Joint pro ject m a na gement groups should be set upbe f ore l a unching

Types o f services (e.g. in f orm a tion a l or tr a ns a ction a l) should be st a nd a rdized a ndcomprehensively de f ined.

Security & IntegrityDa ta integrity should be m a inta ined with the use o f encryption f or a ll tr a ns a ctionsEvery tr a ns a ction should h a ve a P IN; Account debita nd credit occurs on receipt o f P IN.Customer receives text con f irma tion with everytr a ns a ction, even ATM, P OS a nd Credit c a rds.

All a ccounts oper a te a s debit a ccounts

Initiatives


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Initiatives - Marketing S trategies

Aggressive marketing campaigns and customer education initiatives are critical.

Comprehensive tr a ining o f f ront end st aff

Customer educ a tion guides

Aggressive medi a cover a ge

Word o f mouth

Know your customer initi a tives

M- commerce requires that customer are comfortable and well versed with all keydynamics of the service.

The f ollowing a ctivities a re strongly recommend:

Insights


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Customer a cquisition should be simple a nd convenient. This will m ak e b a ckend system more robust a ndwill a ttr a ct more customers.Customer a cquisition should be simple a nd convenient. This will m ak e b a ckend system more robust a ndwill a ttr a ct more customers.

Expir a tion d a tes a nd limits should be str a tegic a lly a ligned with customer interest a nd revenue g a ins (e.g.lower top up h a s lower timeline)Expir a tion d a tes a nd limits should be str a tegic a lly a ligned with customer interest a nd revenue g a ins (e.g.lower top up h a s lower timeline)

Low v a lue tr a ns a ctions a re recommended.Low v a lue tr a ns a ctions a re recommended.

Low ch a rges a re recommended to encour a ge high volume us a geLow ch a rges a re recommended to encour a ge high volume us a ge

Marketing S trategies

Mech a nisms to develop consumer con f idence.

B r a nding the service

Customer Loy a lty P rogr a ms

Customer Compl a int resolution

Cla rity & Visibility


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Fu tu re Cou rse o f Acti o n

Exploring other services th a t would h a ve a strong f uture dem a ndRegion a l entert a inmentMedic a l VASVideo C a llingInternet B rowsing, Live Music a nd MoviesEduc a tion Rel a ted, Online G a mesStoc k Ma r ket Tr a ding

Competitor An a lysis

Str a tegy f or di ff erent t a rget m a r ketsExploring new m a r kets: Semi urb a n a nd rur a l a re a s

Ide a s to enh a nce V a s Contribution to over a ll revenue

Communic a tion Str a tegy: P romotion, Advertisements, O ff ers

aircel_vas_highfives

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