Planning

Online reservation Coach/saloon booking Tatkal Hotel Retiring room Cab Book stall/Entertainment Food kiosk Washrooms Waiting rooms Rail enquiries 138/139

Boarding

Tourist trains/ Conference on trains Food in train Dial a snack Hotel Retiring room Newspaper/magazines Prepaid taxi booths Khadi kiosks Shops Cab Book stall Entertainment Tourist info booths

Disembarkation

Passenger Touch points and VAS

Destination

SHAILENDRA JAISWAL SENIOR PROFESSOR MANAGEMENT

Agenda
An introduction to Value Added Services (VAS)

Imperatives of VAS
The VAS Landscape MVAS and VAS value chain Indian Railways and VAS RVAS Value added services in Retail , Entertainment , Networking and Wellness Revenue Potential and Challenges

Way Forward .

CONFERENCE ON WHEEL

CONFERENCE ON TRAIN SERVICES Targeting the unmet business needs

For business travelers Conferencing on Train facility Trains running between important cities like PuneMumbai , Chennai Bangalore , Chandigarh -Delhi Integration of travel /tourism and business Meeting and conference industry is interested in non metro locations . Foreign travelers can use Conferencing on Train facility in the various tourist circuits in operation in India

CONFERENCE ON TRAIN SERVICES Targeting the unmet business needs

To Offer the best audio visual and technical equipment for high level business meetings or conferences . The Meeting Room on Wheels will be one of the most spectacular meeting venues for the discerning business person. Its facilities can be used for team building as well as for corporate incentive programmes. IR may design coaches with conference facility to enable the business travellers to optimally utilize their travel time. The service may be appropriately priced and no political consideration would shadow the decision, this being a pure commercial activity.

Catering

Security

Parcel handling

CORE ACTIVITES
Linen services

Telecom

Manufacturing

Operating Commercial Track & OHE Signalling Rolling Stock HR Finance Safety
Medical & Medical colleges

General Maint ( civil & Elect)

Recruitment

SMILE CURVE THAT MAKES YOU TO FROWN

Added Value

R&D/Innovation Centre
Standardisation

Global Logistics Center

Higher Added-value and Lower Replacement

Brand

Innovation

Marketing
R&D Design Manufacture Assembly

Value Creation
Logistics

Value-added process

LOSS TO PROFIT
TRANSFORMING RAILWAYS PASSENGER BUSINESS Challenges 1.HIGH CAPITA L COST 2.STATION AS COST CENTRES

3. OVERCROWDING AT STATIONS AT STATION AND TRAINS

4. COST OF SERVICES LIKE SANITATION , ELECTRICITY , WATER 5. COST OF ANCILLARY SERVICES 6.HIGH COST OF MAINTENANCE 7. NON VIABLE LINES

LOSS TO PROFIT
TRANSFORMING RAILWAYS PASSENGER BUSINESS Challenges 1.HIGH CAPITA L COST OPPORTUNITIES 1.OPTIMIZE RAKE AND LOCO LINKS , LOW COST STATIONS

2.STATION AS COST CENTRES 3. OVERCROWDING AT STATIONS AT STATION AND TRAINS

2.STATION AS PROFIT CENTRES 3.MONETIZE FOOTFALLS FOR ADVERTISING AND LEAD GENERATION 4.LEAD IN RESOURCE RATIONAL TECHNOLOGY BECOME TECHNOLGY DEVELOPER , SULABH , WATER LESS URINALS 5.VALUE ADDED SERVICES 6.NEW MODELS OF MAINTENANCE 7.NEW BUSINESS MODELS IN PPP

4. COST OF SERVICES LIKE SANITATION , ELECTRICITY , WATER

5. COST OF ANCILLARY SERVICES 6.HIGH COST OF MAINTENANCE 7. NON VIABLE LINES

Value added services to augment revenues for Making Passenger business profitable

Value Added Services

Value added services add value to the standard service offering Improved Service Vs. Value added Service

Value Added Services Characteristics

Can stand alone in terms of profitability and/or stimulate incremental demand for core service(s) Can sometimes stand alone operationally Do not cannibalize basic service Is an add on and can be charged May provide operational and/or administrative synergy with core service or other VAS Over a time VAS may become a standard service

Value Added Services in Mobile (MVAS)

The Mobile VAS Value chain

Consumer

Operator

Technology enabler

Content provider

Content aggregator

MVAS The numbers

Mobile VAS in India to touch 55000 crore Rs. By 2015 (PWC report) VAS has been driving Average Revenue Per User (ARPU)

VAS forms about 15-20% of the revenues

For Do Co Mo - about 33%

What can Indian Railways aim for?

Indian Railways and VAS Railway based Value added services

Imperatives and Need for VAS

People are willing to spend more Disposable incomes increasing Higher class occupancy is increasing Impulse purchase Indian Railways Supply side constraints The need Travel is a derived need it is done primarily for other needs , we can help passengers in meeting their need better The Business model Source of revenue Role of Railways Partnership in design delivery and execution

Players in the MVAS Market

The end-user, the consumer Mobile service providers or operators (MSPs) Aggregators or portals VAS content and service providers Media companies Handset/instrument manufacturers Government ministries and regulators in various fields of information, communication and entertainment.

Players in the RVAS Market

The end-user, the passenger Railways Railway operators Aggregators such as owner /operators of Coaches , trains , stations waiting rooms , platforms , parking lots or portals VAS service providers Service designers Coach and ancillary manufacturers Government ministries and regulators in various fields of information, communication and entertainment.

APOLOGIES FOR BEING OFF THE MARK CHARACTERISTIC OF INNOVATION PROCESS

Value added services in Networking , Retail ,Entertainment , and Wellness

Value added services in Networking

CONFERENCE ON WHEEL

Value added services in Networking Few examples

CONFERENCE ON TRAIN SERVICES TRAIN FOR MEETING AND CONFERENCES CORPORATE GROUP MEETING TRAIN TRAVEL SERVICES . Train Service For Weddings

CONFERENCE ON TRAIN SERVICES Targeting the unmet business needs

For business travelers Conferencing on Train facility Trains running between important cities like Pune- Mumbai , Chennai Bangalore , Chandigarh -Delhi Integration of travel /tourism and business Meeting and conference industry is interested in non metro locations . Foreign travelers can use Conferencing on Train facility in the various tourist circuits in operation in India To Offer the best audio visual and technical equipment for high level business meetings or conferences , The Meeting Room on Wheels will be one of the most spectacular meeting venues for the discerning business person. Its facilities can be used for team building as well as for corporate incentive programmes. IR may design coaches with conference facility to enable the business travellers to optimally utilize their travel time. The service may be appropriately priced and no political consideration would shadow the decision, this being a pure commercial activity.

TRAIN FOR MEETING AND CONFERENCES

CORPORATE GROUP & MEETING TRAIN TRAVEL SERVICES

Trains /coaches / seats for corporate travel as well as hospitality and incentive travel Market it as a superior, cost-effective way for executives or larger groups to travel to and from any event. Provide group rail travel for a corporate hospitality event meetings, conferences and exhibitions . Marketing a train as a meeting venue in its own right. Conference train travel services are of particular interest to the MICE or Meetings Industry sectors, being appropriate for all their areas of expertise, including conventions and events.

Train Service For Weddings

Offer unique Wedding train service for customer need to travel in comfort and style between two destinations some distance apart - whilst maintaining the celebratory atmosphere of the special day.

RVAS Landscape

Do we offer VAS
Share of VAS revenue
Revenue Potential What is our ARPP Where will it take us Key Challenges Role of railways Facilitate an ecosystem for entrepreneurs to provide service Fortunate incubators are keen to promote entrepreneurs to design and provide services Indian railways can partner with incubators to experiment , prototype and implement services to meet passenger needs .

Value added services in Railways Passenger Amenities

Waiting Room Retiring room Toilet Water Air and Air conditioning Light Food Assistance to differently enabled Luggage handling Mobile charging Information Choice of berth End to end/through tickets with break journeys Internet Wi fi in trains Provision of napkin/ linen Parking Emergency Medical Attention News Entertainment Global Product Launch Retail Wellness Laundry Home to home delivery of luggage

Planning

Online booking Information End to end connectivity? Insurance? Warehousing 3PL /Freight forwarding

Loading

Express delivery Tracking Tatkal? Pickup at doorstep

Unloading

Freight Touch points and VAS

Drop at doorstep Warehousing

Destination

CONTINUOUS IMPROVEMENT TO CONTINUOUS INNOVATION

SEAT IN TRAIN

SEAT RESERVATION

SEAT RESERVATION COMPUTERSISED

SEAT RESERVED THROUGH INTERNET

SEAT UPGRADED TO HIGHER CLASS

Mobile Based reservation

SELL SOFTWARE TO WORLD RAILWAYS

BASIC SERVICE REVENUE

ADDITIONAL REVENUE

CUSTOMER BASE EXPANDED

CUSTOMER BASE EXPANDED

DYNAMIC OPTIMIZATION

Reduction in costs Service expanded

NEW REVENUE STREAM

OCCUPANCY ENHANCED
COST REDUCTION
COST REDUCTION

REDUCTION IN EMPTY SEATS

We need to do this in the services we already offer like parking

Designing next level of services on value added services we provide

Value added Parking Services Valet Parking Vehicle maintenance services Vehicle cleaning services Locker services Retail aggregation hub Battery charging Insurance monitoring and alert Low tyre pressure alert .

Services are response to customer needs

We need to do more in the area of Customer Segmentation Consumer behavior insights Collect Passenger Information from social sites , and data from collaborative organizations like LIC to Learn about needs . Convert information to insights to offer need based services generate generation

Railways role in RVAS value chain

Consumer

Amenities on railway premises

Operator

Technology Enabler

CRIS

Information/P NR status

Content Provider

Content Aggregator

IRCTC

VALUE ADDED SERVICES RETAIL ON TRAINS AND AT RAILWAY STATIONS

Quantity Of Passenger As Problems To Passengers As Opportunity

VAS Revenues are also proportionate to footfalls Surprising results of MRVC survey Footfalls on Indian railways 5 crore per day Suburban footfalls 2,65 crores per day

Footfalls at Malls in Mumbai Metropolitan Region and NCR

Week day 1 2 3 4 Ambience Mall 5 Great India Place 6 SELECT CITY SAKET 25000 NOIDA 75000 High Street Phoenix R City Inorbit Mall Mumbai Mumbai Mumbai GURGAON 45000 65000 23000 50000

Sunday 65000 85000 60000 85000

125000 70000

Footfalls at Railways stations in Mumbai Metropolitan Region and NCR

Station 1 2 3 4 5 6 7 8 Thane CST Andheri New Delhi Churchgate Bandra Virar dadar

Footfalls in lakhs per day 6.54 6.36 6.04 5.35 5.05 4.91 3.9 2.90

9 10

Kurla Kalyan

3.81 3.60

RAIL BASED RETAILING

Rail Mall
Train stations are ideal locations for businesses to set up shop, because they are hubs of human interaction where hundreds of thousands of people come and go day and night. Each person in this flow of foot traffic is a potential customer who might need a specific item or purchase on impulse while waiting for a train. To succeed with retail at a train station, passengers need an accessible and affordable shopping experience offering merchandise or services that travellers might not quickly find elsewhere en route while travelling.

Tempting: A 'virtual supermarket' consisting of posters of shelves stocked with goods pasted on platform walls is used by smartphone-wielding commuters at a Seoul subway station

Railways to introduce onboard shopping facility in Shatabdi

For chocolate lovers, trolleys showcasing luxury items will have a fabulous range of delicious chocolates, the official said. Besides, there will also be souvenirs associated with railways on offer for Shatabdi passengers. A firm has been engaged to provide on-board facility on a pilot basis in Shatabdi trains for a month, he said, adding, "It will begin shortly with Bhopal Shatabdi. The shopping experience on trolley will also be carried out in other Shatabdi trains to ascertain the response." As per the arrangement, the firm has deposited Rs two lakh as security money and will also pay 12 per cent of the sale to railways. Based on the response, Railways will decide to expand the trolley service on a long-term basis. "A tendering process will be opted to select the firm for providing on-board shopping facility on regular basis in Shatabdi trains," the official said. There will be two trolleys in each Shatabdi which will cover the entire train during the scheduled journey hour. Aiming at providing more facilities in premier trains, Railways are also planning to introduce on-board entertainment systems in Shatabdi trains where the passengers can view movies and television serials directly via satellite.

Value added services in WELLNESS TOURISM

Sharing value across the wellness chain

Creating value across the wellness spectrum

Wellness is a multi trillion dollar industry India with its 5000 years of WW Heritage is well Positioned to exploit the opportunity

Opportunity for Indian Railways

Global healthcare revenue US$ 2.8 trillion The multibillion dollar medical and wellness tourism industry which has recorded remarkable growth in the recent years. Several features such as cost-effective and advanced healthcare systems, availability of specialized and skilled healthcare professionals, and increasing popularity of traditional healing systems and alternative medicine, have all positioned India as a favorable destination for wellness and health care in the global scenario. Operators and wellness service providers would be interested in using Indian Railways for providing an integrated journey cum destination package .

Global wellness congress in Delhi

Revenue sharing massage chair concession

Massage chairs can be configured to fit almost any space and are a revenue opportunity includes free furniture that becomes a first-class soft seating option Turns under-utilized areas into revenue-generating space A massage chair concession provides superior service through a no cost, revenue-generating solution. Service provider deploys the massage chairs at no charge, operates and maintain the chairs, manage the service and commission on the revenues collected!

Revenue sharing massage chair concession

Interactivit et dtente
The trains name iDTGV stands for (interactivity and recreation) TGV (The Idt GV provides two classes of service: iDzap and iDzen. The iDzap-area is located on the upper deck and provides services for which passengers pay extra including: entertainment (DVDs, game consoles, and traditional games), health-related services (e.g. massages ), and improved food service. Furthermore, companies and groups can reserve a special lounge area for meetings or other purposes. The iDzenarea is located on the lower deck and provides a quiet atmosphere, where the use of cell phones is forbidden. In order to facilitate a restful journey, a recreation package including eye mask, neck pillow, and earmuffs is sold to passengers.

Stakeholder Relationship Map

Irctc Sightseeing Spot/Market/Hotel

Associated Stakeholders
Other Institutions Travel Operator Transportation Advertising Company

WELLNESS TOURISM

Patients and relatives

Primary Stakeholders
Pharmacy Investor Hospital Insurance Company Distributor

University Medical Equipment Company

Pharmaceutical Company
2013 9 14 56

Value added service

Entertainment on trains and at Stations

GLOBAL PRODUCT LAUNCH NEW MOVIE RELEASES LIVE ENTERTAINMENT TALENT HUNT AND COMPETITION FESTIVAL TRAINS NEW MEDIA

TRANSPARENT TV IN PLACE OF COACH WINDOW

STATION AS PROFIT CENTRE INSTEAD OF COST CENTRE

Challenges

Opportunities STATION AS PROFIT CENTRE INSTEAD OF COST CENTRE

1.Sanitation and cleaning cost . 2.Expenditure on Providing information Information as a source of earning by becoming media for attracting consumer attention CROWD MOVEMENT AS A SOURCE OF ENERGY PARTNER WITH ENERGY COMPANIES TO

3. Crowd on platform 4.Expenditure on energy 5.Expenditure on waiting and retiring rooms 6.Cost of 7. 8. water for drinking , cleaning

From Cost To Profit

Railway stations challenges and opportunities

The railway stations located in major metropolitan cities individually handle more passengers than the numbers handled by all airports of the country put together. But these stations are inadequately designed and ill equipped to handle such a large number of passengers. The stations do not provide easy access or comfortable experience prior to boarding or after disembarkation from trains. Street-level access is generally restricted to one or two end-platforms (except at terminal type of station layouts). Inter-platform connectivity is through foot over-bridges which are not passenger-friendly and often inadequate for large numbers of passengers. Good-quality waiting space and modern shopping or retail outlets pertinent to passengers needs are largely absent. Incoming and outgoing passengers are not segregated at platforms. Platforms are also used for parcels, so that floor space for passengers gets reduced. Similarly, catering stalls occupy part of the already limited space on platforms. This leads to severe congestion on platforms. In addition, lack of hygiene and cleanliness on part of the traveling public as well as absence of a sustainable waste management system means that our major stations are far off from being environmentally appealing places. Besides these functional inadequacies, most of the stations have not been built with any architectural or aesthetic consideration and as a result, these serve as a poor introduction to the cities they serve. Leveraging a part of the real-estate occupied by the stations, including the use of airspace, and the bridging of viability gap funding by government could render the development of such stations an attractive proposition for PPP.

Vendors of Ganga Jal

We are pleased to introduce ourselves as Government approved Packers & Distributors of Holy Natural Gangajal from Gangotri,India, which is collected in its purest form without giving any chemical treatment, from its very starting point and filled with automatic machines, at Gangotri Valley of Uttarkashi District, India, from a height of over 4300 feet. We are a registered company with Department of Industries, Government of Uttaranchal and were granted permission for packing of Gangajal. We are Registered with Ministry of Communications & IT, Department of Posts, Government of India. We are authorized by US Custom & Protection Department that, we can Export the Holy Gangajal to USA, without any Import duty.

Passengers paid travel in Exchange for plastic bottles.

HOSPITALITY AT STATIONS
2000 EXISTING RETIRING ROOMS RENOVATE OPERATE AND TRANSFER BUILD ADDITIONAL RETIRING ROOMS ( BUDGET HOTEL) CASE STUDY OF MUZZAFPUR SHOWS LOSS OF RS 24 LAKHS CAN BE TRANSFORMED TO EARNING OF RS FIVE LAKHS

Income with new tariff @ 80% occupancy)

S No Item No of Proposed Rent earmed per rooms rent annum

1 2

AC Room Non-AC Room Total

8 2 10

1650 900

3854400 525600 4380000

68

Net income after expenditure

S No 1 2 3 4 Item Income Expenditure Gross Net profit profit

Income from new 4380000 tariff Payment of fixed usage charge Annual expenditure of managing retiring room in new scheme Payment of variable licence fee TOTAL 4380000

642400

2787000 X 3429400

950600 950600-X

69

Financial Justification: Saving in Expenditure:

Saving in man power to manage the rest rooms/booking/attending to the occupants etc. Saving on Repairs to Buildings/whitewashing/painting/maintenance. Saving on Repairs to Electrical appliances. Saving on Washing of linen, bed sheets, pillows, pillow covers, bed covers etc. Saving on replacement of above. Saving on repairs/replacement of furnitures Saving on provision of flooring/replacement/repairs etc.
70

Conclusion:
It is a Win-Win situation.

Benefits to Private Partner:

1) Fixed income for 15 years 2) No interference in decision making. 3) Clear road map. 4) Clear policies.

Benefits to Railways:
Reduction in Expenses Increase in Revenue Transfer of ownership after a period of time.

One small way out to improve this facility in the midst of the tight financial crunch.

71

Electronic locker service

Electronic luggage locker at stations A wide range of financing models from rental or leasing to fully-outsourced management and even risk-sharing concession operations are possible . In a concession model a partner manufactures, installs and maintains locker locations in return for a share of the revenue stream from customers.

Reorganizing organizational structure of stations

The working of station and control should be assigned to a authority. The authority should have powers of expenditure, plan, propose and execution for the management of different activities of station excluding train operation. It can be headed by station commissioner and should have members from Engg, Electrical, Mechanical, Commercial, Medical and signal &Telecom departments. The contract for maintenance to be combined Master plan for all facilities. Station commissioner as head of station . Staff of all departments directly under Station Commissioner .

Option to passenger to travel by a different train

We assume that not all passengers are well informed and their requirement is barely to travel between two stations. It is suggested that an option may be taken from the passenger at the time of booking that alternative train may be offered to him in case of non-confirmation of berth in train applied for. The mobile number of the passenger should be captured to communicate with him. This will not only result in better utilisation of assets but also higher satisfaction level amongst public. This facility has also been announced in the budget for 2012-13 on a trial basis.

Revenue Potential
IMAGINATION IS THE ONLY CONSTRAINT

Key challenges
India after 2 G
Departmentalism

Change in Policies
Incentive structure.

Execution

Way Forward
Facilitate an ecosystem for entrepreneurs to provide service Fortunate incubators are keen to promote entrepreneurs to design and provide services Indian railways can partner with incubators to experiment , prototype and implement services to meet passenger needs

Call for expression of interest for Value added services. Railway stations to be run by railway PSUs Segmentation of passenger business on the basis of traffic density Indicative Profit and loss accounts of passenger business of zonal railways on monthly basis Reorganizing organizational structure of stations Profit and loss accounts of stations

Before You Go
Bhool se kabhi hume bhi yaad kiya karo.. Pyar nahi to shikayat kiya karo.. Itne bhi gair na samjho ki baat na karo.. Call nahi to miss call he kiya karo.