Qns.1. Include a business strategy for the VAS (Value Added Services) ecosystem online at airtel.

com VAS Business Ecosystem

Adoption rate by the Customer needs to be increased through the Airtel portal and there is a need to cut-off in the Intermediary channel which needs to be paid the commission for the sales.
Delivery Platform SMS Entertainment Alerts & NEWS Commerce Social VAS Entertainment VAS

SMS Ringtones Wallpapers Animations Quiz Jokes

News Cricket Match Alerts Astrology/ Vaastu/ Personality Test Travel alerts

Mobile Banking Ticketing Travel & Holiday Booking

Location Search Ads

Voice SMS

IVRs

Religious Chants Music on Demand Video Clips Mobile Games Mobile Themes Mobile Radio

WAP Portals

Astrology Vasstu Fengshui Personality Tests Movie Info Stock Portfolio Manager News Ticker/Alerts

Mobile Banking Ticketing

Mobile Banking Ticketing Travel & Holiday Booking

Mail Greetings Dating/Chatting Infotainment Messenger

Pull on Short Code for Contests, Voting, Information Push for Ad LBS System Enterprise IM Group Messaging IVR based Contact Centres Self Help Centres Voice Portals Location based Info Internet Mobile E-mail Intranet & Core Business Apps Mobile VPN Push E-Mail over handheld devices

The Strategic-reformulation needs to be structured around 4 factors: a) Promotional Strategy c) Revenue Generation b) Strategic Marketing d) Product Delivery Mechanism

a) Promotional Activities The reach of the Airtel portal needs to be increased to be increased to both existing and prospective customers and incorporates marketing plans that incentivise the users to make more and more use of Airtel portal. 1. Referral System This can lead to a chain effect on the subscriber base wherein they are incentivised to bring other users.

2.The smaller format competitions can be made popular on advertising channels like radio which will be less expensive compared to print media or Television

b) Strategic Marketing PULL effect on the customer & offer maximum value to Customer 1. Increased advertising based on the user profile on gmail, google, bingo and yahoo and facebook with different contents for different customer segments 2. Mail subscription or Facebook page updates about the new products or offers with discount coupons offer. 3. VAS services can be made available at a small discount if subscribed through the airtel website. The discount can be given from the savings made from commission paid to the third party channel or using the customer care channel 4. Subscriber can link their social networking accounts from where the basic data such as age-group, occupation and other typical characterstics of customers shall be pulled out and and as soon as the customer signs in, an analytics engine at the background will automatic suggest the best deals for that customer category and the prodcut category which will make the task of identifying the best deal for them, very easy. Optionally they may analyse each of the listed deal and find a better deal themself c) Revenue Generation 1. New movies and songs owners can be targeted for the releases through the Airtel website which can encompass prdts like DTH, Mobile , etc. 2. Third party advertisers/sponsors can have regular contests ( thru facebook et.al ) which announce airtel subscribers as winners. Small goodies like Airtel T-shirts or discount on various VAS services which shall futher promote VAS services d) Product Delivery Mechanism Any service can be requested from the portal and there is setup for online payments and provisioning for the same. Order provisioning and its progress shall be intimated through SMS and email. Usage and Payments data can be viewed through portal. Even the service cancellation should also be provisioned through portal along with credit of remaining balance(if any).