VAS INDUSTRY OVERVIEW

According to a joint report by Wipro Technologies and the Internet and Mobile Association of India, the Indian VAS market, valued at $4.9 billion in 2012, is expected to reach $9.5 billion by 2015. Currently, VAS accounts for 12-13 per cent of overall telecom revenues and the ecosystem for these services is maturing

Portfolio offered by VAS Players

Music
i. ii. iii.
i. ii. iii. iv. i.

Calling
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i. ii. iii. i. ii. iii. iv.

Music search Karaoke Devotional songs

Live news Score updates Location based services Games Voice Short Codes

Missed call alerts Call forwarding Click to call

Phone backup Phone book Social Calendar USSD services WAP Push Notification SMS alerts/notifications

Infotainment

Cloud

IVR

Messaging

Sr. No. 1 2 3 4 6 7 8 9 10 11

Competitors

TOP 15 WAP Competitors

Strength Cricket IPL rights, EA Catalogue, Disney majority owner Provider of Games, Bollywood & Bikini content across PAN India Indian Music Leader PAN India Presence with Music & Bollywood rights with deep Vodafone support Emerging D2C partner. Amongst top 5 of partners of Vodafone Comics monopoly. Also provides Bollywood content. Offer WAP services as managed services for various Telco's and also a Infrastructure and solutions provider. Videos and managed services provider for all Vodafone video alerts. PAN India Presence. Also launched D2C services for Vodafone. Also offers FHM service (Similar to Re. 1 Store) to Vodafone. Offer Regional music and Movies services in South Indian market. Also a Infrastructure and solutions provider.

Revenue ( Million) 13 9 8 11 9 7 7 6.5 5 5.5

IndiaGames Nazara SaReGaMa Hungama One97 ShotFormats IMI Mobile VuClip Mauj Tech Zone

12
13 14 15 16

Buongiorno / Lumata
Handygo India Times MobMe Apalya

All Genre content selling under Tashan Brand

Provider of Games, Bollywood & Ringtone content across PAN India Infotainment Strong Airtel Support Video streaming services on web and 3G streaming devices

3
2.5 2.2 2 1.2

Product Development - Operator Vas

Operator demands service/product Operator KAM-> VAS KAM Prepare Plan & Duration

Technical team configures product

Meeting with Delivery Manager

Revenue sharing based on the time period and demand

Product is then stored in CMS of Operator

Customer Downloads the product

Product Development Enterprise VAS (Field Force Tracking IMI Mobile)

Product Developed by Technical Team

Delivery Manager interacts with sales team

Sales Team (KAM) interacts with potential clients

One time license fee + per download cost

Postpaid Scenario
Mediation Content Download Pre-Rated IPDR

Mobile

Billing System

Non Pre-Rated IPDR

Error Bucket

Flows chart of VAS charging

No IVR
Request identified

Request Denied

Content found ?

BTS

BSC

MSC

HLR

Query Database Content delivered

SMSC

IPDR

Prepaid Scenario
Offline Charging system Content Download Pre-Rated IPDR

IN Mobile

Non Pre-Rated IPDR

Failure Bucket

Recent trends in MVAS

M-Health - e.g. locating M-Commerce - M- Microfinance, hospitals, fixing appointments, M Retailing and Mobile wallet registration, medical advice, services. Govt. initiatives include facilitating treatment and blood increase mobile payment limit to donation process INR 50,000 by RBI, Creation of Interbank Mobile Payment M-Governance - e.g. Kerala, Service (IMPS), by NPCI along Gujarat, Bihar, Goa & Andhra with 6 Nationalized banks and Pradesh have initiated mRBI granting Semi-Closed Wallet governance practices primarily licenses to telcos. through SMS-based platform M-Agriculture - Commodity M-Education e.g. Aircel and prices, local info, weather MTS partnering with NGOs, updates, multiple language Reliance communication support etc. e.g Reliances delivering interactive, real time Grameen VAS and Airtels Behtar courses across 105 cities, Airtel Zindagi. imparts education through IVR which includes English speaking M-Infotainment e.g. Sports, courses at basic level Travel, News Content, Ringtones, Music & Videos

Recent trends in MVAS

Location based services - e.g. Real time fleet and asset management, Friend finder, Location-based advertisement, Location-based advertisement and Location-based search. Enterprise services using integrated SoCloMo platform e.g. IMImobiles Openhouse. Regional Languages - IVR, live FM radio , regional music

VAS for Enterprises

Employee engagement network Mobile Messaging Mobile Payments & Commerce Wireless CRM & ERP Location & Tracking Fleet Management M2M & Telematics Branchless banking solutions VAS Retailing Healthcare management

TOP 5 VAS PLAYERS

Onmobile IMIMobile Times internet One97 Hungama

Future of VAS
Expected to grow at CAGR of 22.13% from 2013-18 Growth Factors Increase use of smartphones and tablets Increase in Data consumption and demand for high speed data Entertainment- Key opportunities in localised vernacular content, on-demand music and video content and live TV shows and events. Education -Interactive English Language Learning Services, Competitive Examination Preparation Solutions, Tutor-on-call and Vocational training. Health- Improve healthcare access and affordability in India, through Remote Diagnostics, Chronic Disease Management and Maternal Care Commerce- Extending financial services to 40 per cent of India's unbanked population.(Mobile Wallet)