With new revenue stream generated, the MVAS sector is set to touch Rs, 48,000 crore by 2015, cited some of the leading telecom operators and technology organisations congregated today at 9th VAS INDIA 2011.
The conference kick-started with the launch of the VAS portal ‘Insight VAS’ and was inaugurated by Mr. Prashant Gokarn, Head of 3G, Reliance Communciations.
Sharing their perspective on the MVAS landscape in 3G enabled India, the keynote speakers brought to light some of the issues and opportunities hidden in this game.“After 3 years, 3G is finally here. And it couldn’t have come at a better time than this.
While other countries experimented and expanded with time, India already has a base of 10-15%. Thus, its going to grow here faster than any other place. What will however drive the market are non messaging services, primarily video and multimedia services. Operators need to strategically decide where to invest and what their business approach should be. There is huge range of applications available and only the unique applications can be charged at a premium. Analytics will help convert data into useful information and foster faster decisions. In a nutshell, the potential is large and we have large areas to work on.”
Commenting on the advertising perspective in MVAS Industry, Mr. Shashi Sinha CEO Loadestar said, “With the advent of 3G, advertising potential is big. But the trick is to personalise the content that is being dished out. More competition is sure to drive down prices but the need of the hour is not to be restrictive but have an aggregate. Advertising and content is surely set to integrate from 3 to 5 years from now.”
Mr. Kunal Bajaj, Managing Director, Analysys Mason went on to add, “There are three focus areas, which are enhancing user experience, launch of new services and service building wherein operators can provided end to end solutions for the consumers. Slowly but steadily, operators will have to overcome pricing issues and work towards network optimization.”
Mr. NK Yadav, Principal General Manager – VAS, BSNL further cited, “The switch over from 2G and 3G needs to be taken care of. The customer experience cannot be spoilt on any cost. BSNL has been an early starter and the pick up is just getting better and better. While last year we had 1 million customers, today the figures are around 2.5 million subscribers. Data usage has increased 6 times and addition of post paid customers have increased since 3G. Broadly, the focus can be targeted at two categories, one being the network related issue and the other being handset related issues. From the consumer side, the active users are currently only 10%. With more awareness and consumer education, the usage will significantly grow.”
Lastly, Shri TR Dua, Principal Advisor, Cellular Operators Association of India emphasised, “Telecom industry has grown at a time of global economic slowdown. This hints at unbounded success for the sector. Further with inclusive growth, differentiation and delivering customer demand and government mandating, there is a huge gap that is waiting to be filled by operators and service providers. There are some emerging categories like M-Agriculture, M-governance, M-Law and E-Judiciary which will help the common man in cities and rural areas.”
PD February 5, 2011 at 9:36 pm
@Manoj Abhigyan
All of us through TT should raise the same issue vehemently and thus build up a pressure !
Manoj Abhigyan February 5, 2011 at 7:01 pm
You said it right PD. I think every customer is the victim of these VAS. Autorenewal should be banned immediatly.
PD February 5, 2011 at 5:12 pm
IT is unfortunate, that none of the fellow bloggers/commentators of TT choose this posting of RDB, to vent their ire against the most ingenious method being adopted by the stake holders of India Telecom Industry to augment their revenue ! Rather than giving quality services in the voice and data sectors, the operators are deviating from their mandated objectives of licenses . VAS provide them a most convenient opportunity to do this. Cell phone settor has seen a sea-changes thanks to its utility mainly in voice communications. IT has become an essential necessity to one and all, especially to common man in our country. The subscriber additions months after months comes from the middle and lower middle class people in our country. This segment is most vulnerable and are at the receiving of unscrupulous modus operandi of stake holders. These are the people who boast and pat on their back for generating revenue of nearly 50,000 crores. Each and every one of the users (including me) are victims of their UNILATERAL activations of VAS at one time or other in most of the case absurd services. The literate and the persistent ones sometime are successful in getting refunds, but the illiterate and poor ends paying thru their noses ! The AUTO renewal clause is used to ensure uninterrupted inflow of revenue !
Interestingly the kick starters and the rest in the gatherings are ideally suited !
hari February 4, 2011 at 8:27 pm
congress ne company ko luta or company ne coustemar ko luta. Lute machi hai lute machi lute
Tremerin Dsouza February 4, 2011 at 6:28 pm
These vas have been an headache to indians and a good way for likes of especially Airtel and Reliance to loot their customers and become rich using looted money.