google operator billing initiative lifeline for mvas companies in india 2016 05 07 10 07 27 089
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At last Google stuck much awaited operator billing deal with idea for operator billing and gave clear intention to other players to also patch their billing to be on the profitable side. As per the analyst report, Indian user will be downloading more than 9 Billion application in FY 16-17 and offer huge opportunities for Idea to increase their VAS revenue. Post MVAS regulation, all mobile operator struggled to maintain their high margin VAS business. Post MVAS regulation and subsequently double consent as well as failure rate limitation imposed by Operator impacted mobile VAS company inside out.TRANSCRIPT
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Google Operator Billing Initiative - Lifeline
for MVAS companies in India
At last Google stuck much awaited operator billing deal with idea for operator billing and gave
clear intention to other players to also patch their billing to be on the profitable side. As per the
analyst report, Indian user will be downloading more than 9 Billion application in FY 16-17 and
offer huge opportunities for Idea to increase their VAS revenue. Post MVAS regulation, all
mobile operator struggled to maintain their high margin VAS business. Post MVAS regulation
and subsequently double consent as well as failure rate limitation imposed by Operator impacted
mobile VAS company inside out.
It also forced the VAS companies to spend good $1 per user acquisition on the mobile
advertisement and RoI was getting squeezed out. Google tried to do the similar deal with few
other leading operator in the past but at that point of time the day was in operator favor and
Google Android ecosystem was in the formation phase and hence Google faced number of
hurdles to convince their business case. Now loaded with more than 1.4 Million application or
other contents, as well as the more than 2.7 Billion Android devices worldwide in the market
place enable Google to control more than 75% of the Smartphone segment if we remove the
feature phone segment.
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The flagging business around MVAS will get the lease of life as well as its blessing in disguise
for Mobile Operator's as they will get millions of user to be patched in immediately. Hundreds of
thousands companies will be coming forward now and will be placing their application and
games in the paid segment and hence it is expected that the paid user % in India will increase
from 10 % to 25% in coming one year if other competitors of Idea follows Idea footstep's. The
move will reduce the reliance of application or game provider on advertiser which is generating
less than $.10 per active user and making it difficult for the game as well as app developer to
survive basis their business case.
In my point of view the Google move will directly impact their profitability which will be shown
in their result in next few quarters once the real user start pouring in. Till now Google also
struggled to monetized their Google Play and in terms of revenue generation they are far behind
Apple Store.
I also believe that the Indian MVAS companies which struggled to survive and many went under
water due to MVAS regulation will be partying especially companies like On mobile and other
who are still offering major chunk of content to their Operator partner. It will open a flood gate
of user for those companies to launch their VAS product and will be less dependent on Operator
coordination.
As a whole, the initiative of Google is well appreciated for the benefit of Indian MVAS
ecosystem.
Originally Read at- www.linkedin.com