1. The Overall Usage Conditions of VAS for the
End User
Sandeep Keshkar
MTNL Mumbai
VAS Summit, 23-24 Sept 2009
MTNL

2. Agenda
Possible psychological barriers that
are to be overcome
How about the technological barriers
that are to be overcome
Total user experience – will the lack of
high tech service tangibilization act as
a perceptible diffusion barrier?
MTNL

3. Customer Expectations
 ...faster
 …bigger
 …smarter
 …handier
 …cheaper
 …friendlier
 …smoother
 …easier
 …quicker
 …better…
MTNL

4. We have..
a mega contest for you. Answer
following questions and you can win a
car. SMS charges Rs.3/SMS
What is the colour of sky
• A. Green B. Blue
Shahrukh Khan is a
• A. Politician B. Actor
MTNL

5. Running Blasts..
SMS
OBD
DND
WAP Push
Cell Blast
USSD
PCN
MTNL

6. Charging for (eg. CRBT)..
monthly rental
And if balance < rent, doing
microcharging
monthly song charges
IVR access
song selection on SMS
song selection from web
MTNL

7. Resulting in 10% non voice
revenue
MTNL

8. And also resulting in
Customer complaint on excessive
blast
fear of pressing a button with
OBD/Call
fear of getting activated
fear of getting charged on activation
fear of getting charged on daily
weekly or monthly
Ultimately customer frustration
And marketing fatigue
MTNL

9. Barriers for Genuine Users
Awareness
Language
Content Discovery
Multiple Applications
Pricing
Exit Barriers
Usability
Value
MTNL

10. Need of the hour
Reverse the customer psychology
towards VAS
Restrain on unbridled marketing
Targeted marketing
Usable content
Utility services
For common person making their life
easier
MTNL

11. Technological Barriers
 Interconnection
MMS
Video Calling
 Interworking
IM
Voice SMS
CRBT Press * to Copy
 Roaming
Voice Portal
MTNL

12. Technological Barriers
 Terminal Capability
Multiple OS
MMS
Video Calling
 Billing
 Bandwidth
MTNL

13. Think Interworking – Lessons from
MMS Failure
MTNL

14. Usage Pattern - Present
MTNL

15. Usage Pattern – By Services
Source - IMRB
MTNL

16. Usage Pattern - Future
Video Calling
P2P
Video Portal
Mobile TV
Streaming
Dial TV
Broadcast
Streaming Videos
YouTube
And other Video Portals
MTNL

17. Usage Pattern - Future
Location Based Services
Consumer
Enterprise
Mobile Commerce
Mobile Banking
Mobile Payments
Mobile marketing
SMS, WAP, IVR, USSD
Cell Broadcast
MTNL

18. But..
For most of these applications 3G is
required
3G coverage
• A good pan India 3G coverage
may take few years time
3G Handset
• Only about 8% handsets are 3G
compatible
3G subscription
MTNL

19. And also 3G education
 3G handset
 3G subscription
 3G Network
 Select 3G network or dual mode in ‘Network
Selection’ Menu of handset
 You will see ‘3G/UMTS’ sign on handset
 3G Setting on handset (may be same as
GPRS setting)
 Video calling etiquettes
MTNL

20. 3G
MTNL

21. Plethora of VAS
 Video Chat
 Video Advertisement
 Video Portal
 Video Conferencing
 Video Messaging
 Mobile Video Tubing
 Background Music
 Multiplayer Gaming
 Internet Security
 Reality Show Access
And many more…
MTNL

22. Location Based Social
Networking
MTNL

23. Applications
MTNL

24. Operator Applications
MTNL

25. NaaS – Network as a Service
Reselling API access to 3rd party
services
Typical Examples - LBS
Connect to MTNL GMLC
Get location of subscriber
Use the info and make your own
application
Sell customized product to
enterprise
MTNL

26. The Drivers
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27. The Challenges
MTNL

28. The Trends
MTNL

29. Key Takeaways
Think beyond youth and
entertainment
Address Piracy Issue
Address tech infra issue 3G, LBS etc.
Address Handset Issue
Provide Services at reasonable cost
Bringing utility services
Address SPAM
MTNL

30. Thanks for Your Patience
MTNL