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VAS, VOIP and IP Telephony

1) VAS (Value Added Services) - In telecommunication world, the services other than the
basic calling services, provided by the Service Provider are known as the Value Added Services. In mobile communication SMS, GPRS, EDGE, MMS etc are the value added services. Most of the times these value added services are provided by the mobile operator himself, but in some instances a third party Value-Added service provider provides these services.

Growth of Value Added Services


In India the margin of profit for the service providers is very less as the competition is really high between the various service providers and moreover India has one of the cheapest call rates in the world, making the margins even less. So the service providers are now looking at the VAS for their growth. So the service providers are now relying on the VAS to provide the largest chunk of revenue for them in future. But the margins are not the only factors why the service providers are going for VAS.

Environment Factors contributing to VAS


a) b) c) d) Boom in Economy Users getting comfortable with the basic mobile services Reduced Call Rates Personalized services( For ex Caller Tunes, Hello Tunes etc)

Mobile VAS in India can be categorized into following broad categories


1) Communication apart from voice. 2) Ringtones: it includes monotones, polytunes, true tunes and caller ring back tunes. 3) Games and data: games include download of games offered by operators like reliance and other content providers while data include download of wallpapers and logos etc. 4) Others: includes MMS (multimedia messages) and subscription charges for WAP services.

Future of VAS in India:


VAS will see a lot of structural changes and emergence of advanced vas in India 1) There will be a shift of revenues from mobile operators to content providers. So content providers will emerge as the market leader in vas. 2) In terms of content the share of entertainment will come down while mcommerce will go up. 3) Content providers will focus more on the regional content which is getting popular in voices as well as non voice services .with expansion taking place the regional content will provide significant vas revenues. 4) Internet on mobile is fast catching up. Also content providers configuring there sites for mobile access and new trend of .mobi domain being setup is further strengthening internet on mobile.

2) VOIP (Voice Over Internet Protocol) - Voice over IP means to route the voice calls over
the Internet instead of circuit-switched PSTN network or cellular networks. As in case of VOIP, voice is delivered over IP instead of PSTN or air interface, its available to subscribers with low charge rates.

VOIP Functioning and Implementations - VOIP converts voice into a digital signal that further proceeds over the Internet. VoIP allows us to make a call directly from a computer, standard phone, or a traditional phone connected through a phone adapter. Examples of available VoIP implementations are 1. 2. 3. 4. H.323 SIP/RTP IMS Skype

Advantages of VOIP 1. Some VoIP services offer most of the services which are not available with a traditional phone and if these services are available with traditional phones there will be additional charges for the same. 2. We can avoid paying for both a broadband connection and a traditional telephone line if we are using VOIP.

Disadvantages of VOIP 1. Some VOIP phones doesnt work during power outages and not sure, if service provider could provide backup power. 2. Not sure if VOIP services could connect directly to emergency services through 911. Refer http://www.fcc.gov/cgb/consumerfacts/voip911.pdf for the same. 3. Not sure, if VOIP providers may offer white pages listing. 4. Fax handling in case of VOIP implementations is also limited.

How to identify best VOIP provider in the market We can easily compare all the VOIP providers to find the best amongst different providers. To identify the best VOIP provider, we can do following analysis1. Check if VOIP provider is giving good product features like 3 way conferencing; call waiting, messaging services etc. 2. Check monthly plans and also check whether they are no hidden charges. 3. Make sure if VOIP provider facilitates 911 services to their users. 4. VOIP is mostly used for Internet calling, so confirm if providers have good packages for internet callings as well. Hence, we can conclude VOIP technology is a good mode of voice communication which is relatively safe, reliable and is of low cost. Only keeping 2 points in mind security and reliability of VOIP network, we can use it and can get more benefits as compare to other services available in the market.

3) IP TELEPHONY - IP telephony is the latest development in the field of communication in


which the voice is transmitted through the Internet or any other packet switched networks. In other words, it is also called as VOIP (Voice over IP), Broadband telephony, Internet telephony etc. The protocols which are used to carry the voice are called as VOIP Protocols. These protocols carry telephony signals as digital audio reduced in data rate using compression techniques, encapsulated in a data packet stream over IP WHY IP TELEPHONY IS POPULAR IN CORPORATE COMPANIES IP telephony systems allow organizations to implement skills-based routing in which calls are routed via an automatic attendant which are to be selected by the caller. The criteria like language, expertise etc are generally used to help the user to select the automatic attendants. Three way calling and built-in conference bridge are available free with IP Telephony. IP telephony also enable the user to find out the information of his own account, interactive voice response etc. Thus a call center agent is not required to answer the calls and also the caller is not put on queue or hold for a long time. ADVANTAGES OF IP TELEPHONY No need of an external vendor or service provider. No need of physical ports. Just an IP connected voice mail server is needed. Mobilityusers can work from anywhere Dial-by-name capability Click-of-a-mouse simplicityemployees make or transfer calls right on their computer No Toll charges when calling different countries. Fewer circuits from the PSTN are needed.

IS IP TELEPHONY BEST IN EVERYTHING? As there are advantages, there are also disadvantages. IP telephony is not secure and has the below disadvantages. Hijacking of the switch to make unauthorized calls. Hackers can also use DOS technique ( Denial of service) Even if the general network itself is attacked, VoIP traffic might be interfered with as collateral damage.

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