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Mobile Value Added Services - India
April 2009
Executive Summary
               Estimated worth INR XX mn in 2008; expected to grow to INR YY mn in 2011
  Market       Value added services (VAS) accounts for a% of operators revenue
               Services offered can be categorized into information, entertainment and M commerce
              Drivers:                                                          Challenges:
               Demand Side               Supply Side                             Biased revenue sharing model
                – Increasing consumer    – Declining ARPUs                       Lack of copyright protection and


                                 LE
  Drivers &       demand for VAS         – Rising mobile teledensity             authentications standards
 Challenges     – Medium for advertising – Introduction of 3G based


                                P
                                                                                 Dominance of pre-paid customers
                – Demand for regional      applications
                  content                                                        Lack of consumer awareness




  Trends                     S M
                – Growing rural market



                              A
               Increased focus of PE/VC firms
               Growth in demand for mobile music and gaming
               Partnerships between mobile manufactures/ operators & MVAS players
                                                                                 Lack of purchase of feature rich handsets




               Growth via acquisitions
               Strong demand from corporates for enterprise VAS

               A highly fragmented market with many small and medium sized companies
                 Domestic Players     Foreign Players                Content                                Technology
                                                                                           Aggregator
                                                                 Provider/Creator                             Enabler
Competition     • A                 •X
                •B                  •Y                           •X                   •Y                 •Z
                •C                  •Z                           •U                   •V                 •W
                                                                 •A                   •B                 •C


                                      MOBILE VALUE ADDED SERVICES – INDIA.PPT                                            2
• Introduction
• Market Overview
• Drivers & Challenges
• Trends
• Future Outlook
• Competition
• Key Developments



      MOBILE VALUE ADDED SERVICES – INDIA.PPT   3
Indian Telecom Market has been growing with rapid increase in
 CDMA and GSM mobile subscribers
 Overview                                                   Mobile Subscribers (2008)
 •Total Revenue                                                   mn
     2008 – USD XX bn                                                                GSM                             E
                                                           200
 •Total Subscribers – U mn (2008)                          150                       CDMA
                                                                                                            D



                                   LE
     Fixed Subscribers - V mn                              100                                     C                        Y
     Mobile Subscribers - W mn                                                       B                          X


                                  P
                                                            50         A                  V            W
                                                                           U
 •Tele-density: a% (March 2008)                               0
 •Projections:


                               SAM
     Total revenues to increase to USD YY bn by
     2012
                                                                       2004          2005          2006

                                                            Wireless Operators Market Share (Mar’ 09)
                                                                                                            2007     2008



                                                                                                                Company 1
     Tele-density of the country to go up to b%                                               a%
     by end of fiscal year 2009-10                                             g%                               Company 2
                                                                                                                Company 3
     X mn mobile connections by 2012
                                                                                                       b%       Company 4
     Y mn GSM subscribers by the end of 2009                                                                    Company 5
                                                                           f%
                                                                                                                Company 6
                                                                                e%             c%
                                                                                                                Company 7
                                                                                         d%



Source:

                                      MOBILE VALUE ADDED SERVICES – INDIA.PPT                                                   4
Mobile Value Added Services market is growing strongly with
 demand for entertainment services dominating the market
 Overview                                                                           Data and Voice Break-up
 • Mobile VAS market is worth INR XX bn in 2008 and is                                                 Data
                                                                                                                                      Share of data
   forecast to reach INR YY bn in 2011                                                                 Voice                      revenue is increasing
 • Mobile VAS accounts for a% of mobile operator’s                                 100%           u%               v%         w%              x%               y%
   revenues
                                                                                    80%
 • Mobile VAS can be categorised as –



                                                     LE
                                                                                    60%
          Information - News alerts, stock prices, air/rail ticket status,                        a%               b%          c%             d%              e%
          bank account balance/transaction alerts etc.                              40%

          (CRBTs), wallpapers, games, jokes etc.
          M-Commerce - M-payment, M-banking etc.

                                                   MP
          Entertainment - Songs, ringtones, caller ring-back tones                  20%
                                                                                        0%
                                                                                               2004            2005        2006             2007           2008

 Market Segmentation
    2004                                         SA         Video/TV
                                                            Ringtones/
                                                                                    MVAS Market Size & Growth
                                                                                    INR bn
                                                                                  200
                                                                                                       SMS VAS
                                                                                                       Non-SMS VAS
    2005                                                                                                                                                  E
                                                            Graphics
    2006                                                    Music                 150                                     a%              D
                                                                                                                                                          y%
    2007                                                    Information                                                   C
                                                                                  100                                                    x%
                                                            Services
                                                                                                               B         w%
 2008(e)                                                    Games                             A
                                                                                   50                         v%                                          d%
                                                                                             u%                                          c%
 2009(e)                                                  Segment X to                                        b%          b%
                                                                                             a%
                                                         witness highest            0
            0%    20%     40%    60%    80% 100%             growth                          2007         2008          2009(e)       2010(e)       2011(e)
Source:

                                                           MOBILE VALUE ADDED SERVICES – INDIA.PPT                                                                  5
Drivers


  Increasing Consumer   Growing Medium for               Increase in Demand
                                                                               Growing Rural Market
    Demand for VAS          Advertising                 for Regional Content


                                         Demand Side




                                          Drivers



                                          Supply Side


                                       Rising Mobile Tele-                      Introduction of 3G
    Declining ARPU
                                             Density                            Based Applications




                               MOBILE VALUE ADDED SERVICES – INDIA.PPT                                6
Challenges


                                           Biased Revenue
                                           Sharing Model




       Feature Rich
     Handsets beyond                                                                Lack of Awareness
     the Buying Power                                                               among Consumers
          of Users

                                           Challenges



                  Lack of Copyright
                   Protection and                                        Dominance of
                   Authentications                                     Prepaid Customers
                     Standards



                                  MOBILE VALUE ADDED SERVICES – INDIA.PPT                               7
Key Trends


                                        Increased Focus of PE/VC
                                                 Firms




    Strong Demand from
                                                                                        Growth in Demand for
   Corporate for Enterprise
                                                                                       Mobile Music and Gaming
            VAS
                                                  Trends




                                                                                 Partnerships between
           Growth via Acquisitions                                              Mobile Manufactures/
                                                                               Operators & MVAS Players




                                     MOBILE VALUE ADDED SERVICES – INDIA.PPT                                     8
Introduction of A and the growth in demand for B will boost the
 market

          Introduction of 3G             Top Applications in 2008
                                                                                   Change in revenue model
              Technology
                                                       U
                                                       V
                                                      W
                                                                                    • Operators share
     • Auction for 3G is                               X                              expected to decline
       expected to take
                                                       Z                              to b%
       place in FY 20-- - --
                                                                                    • Other players across
     • Will boost mobile
                                                                                      the value chain
       broadband                         Top Applications in 2010                     accounting for
       penetration as it will
                                                                                      almost c%, as
       allow for high speed                            U                              compared to a%
       data transfer
                                                       V                              currently
                                                       X
                                                       B
   a% of subscribers (approx. X mn)                    C                         MVAS is expected to account for
    using high-end phones can be
                                                                                x% of operator’s revenues by 20--



                                      SAMPLE
               targeted



Source:

                                      MOBILE VALUE ADDED SERVICES – INDIA.PPT                                   9
A highly competitive market with players constantly developing
 services to capture market share
 Overview                                                                Market Share
 •The market is highly fragmented with a large
  number of domestic players
          There are more that X companies registered with                                       Company 1
          the Internet and Mobile Association of India                                         a%



                                             LE
          (IMAI) as VAS enterprises
 •Many domestic players have also presence in                                                            Company 2


                                            P
                                                                                                    b%
  the international markets




                                         SA
          with a% of revenues from overseas
                                           M
          Company Y has presence in more than A countries

          Company Z services are available in USA, Ireland,
          UK, Spain, South Africa, UAE, Sri Lanka and                         Others
                                                                                          d%
                                                                                                     c% Company 3


          Singapore
 •Foreign players have also entered the
  domestic market to capitalize on the profit
  incentives
 •Major players
          Domestic – Company 1, Company 2, Company 3
          Foreign – Company 4, Company 5, Company 6


Source:

                                                MOBILE VALUE ADDED SERVICES – INDIA.PPT                         10
Thank you for the attention
The Mobile Value Added Services report is a part of Research on India’s Telecom Industry
Series.
For more detailed information or customized research requirements please contact:
Gagan Uppal                                                                    Gaurav Kumar
Phone:         +91 22 4098 7530                                                Phone:         +91 33 4064 6214
E-Mail:        gagan.uppal@netscribes.com                                      E-Mail:        gaurav.kumar@netscribes.com
Research on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick
insights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries on




About Netscribes
Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment &
business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true
value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth
objectives.


Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India,
Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the
sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction.

                                                    MOBILE VALUE ADDED SERVICES – INDIA.PPT                                                  11

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Mobile Value Added Services - India - Sample

  • 1. Mobile Value Added Services - India April 2009
  • 2. Executive Summary Estimated worth INR XX mn in 2008; expected to grow to INR YY mn in 2011 Market Value added services (VAS) accounts for a% of operators revenue Services offered can be categorized into information, entertainment and M commerce Drivers: Challenges: Demand Side Supply Side Biased revenue sharing model – Increasing consumer – Declining ARPUs Lack of copyright protection and LE Drivers & demand for VAS – Rising mobile teledensity authentications standards Challenges – Medium for advertising – Introduction of 3G based P Dominance of pre-paid customers – Demand for regional applications content Lack of consumer awareness Trends S M – Growing rural market A Increased focus of PE/VC firms Growth in demand for mobile music and gaming Partnerships between mobile manufactures/ operators & MVAS players Lack of purchase of feature rich handsets Growth via acquisitions Strong demand from corporates for enterprise VAS A highly fragmented market with many small and medium sized companies Domestic Players Foreign Players Content Technology Aggregator Provider/Creator Enabler Competition • A •X •B •Y •X •Y •Z •C •Z •U •V •W •A •B •C MOBILE VALUE ADDED SERVICES – INDIA.PPT 2
  • 3. • Introduction • Market Overview • Drivers & Challenges • Trends • Future Outlook • Competition • Key Developments MOBILE VALUE ADDED SERVICES – INDIA.PPT 3
  • 4. Indian Telecom Market has been growing with rapid increase in CDMA and GSM mobile subscribers Overview Mobile Subscribers (2008) •Total Revenue mn 2008 – USD XX bn GSM E 200 •Total Subscribers – U mn (2008) 150 CDMA D LE Fixed Subscribers - V mn 100 C Y Mobile Subscribers - W mn B X P 50 A V W U •Tele-density: a% (March 2008) 0 •Projections: SAM Total revenues to increase to USD YY bn by 2012 2004 2005 2006 Wireless Operators Market Share (Mar’ 09) 2007 2008 Company 1 Tele-density of the country to go up to b% a% by end of fiscal year 2009-10 g% Company 2 Company 3 X mn mobile connections by 2012 b% Company 4 Y mn GSM subscribers by the end of 2009 Company 5 f% Company 6 e% c% Company 7 d% Source: MOBILE VALUE ADDED SERVICES – INDIA.PPT 4
  • 5. Mobile Value Added Services market is growing strongly with demand for entertainment services dominating the market Overview Data and Voice Break-up • Mobile VAS market is worth INR XX bn in 2008 and is Data Share of data forecast to reach INR YY bn in 2011 Voice revenue is increasing • Mobile VAS accounts for a% of mobile operator’s 100% u% v% w% x% y% revenues 80% • Mobile VAS can be categorised as – LE 60% Information - News alerts, stock prices, air/rail ticket status, a% b% c% d% e% bank account balance/transaction alerts etc. 40% (CRBTs), wallpapers, games, jokes etc. M-Commerce - M-payment, M-banking etc. MP Entertainment - Songs, ringtones, caller ring-back tones 20% 0% 2004 2005 2006 2007 2008 Market Segmentation 2004 SA Video/TV Ringtones/ MVAS Market Size & Growth INR bn 200 SMS VAS Non-SMS VAS 2005 E Graphics 2006 Music 150 a% D y% 2007 Information C 100 x% Services B w% 2008(e) Games A 50 v% d% u% c% 2009(e) Segment X to b% b% a% witness highest 0 0% 20% 40% 60% 80% 100% growth 2007 2008 2009(e) 2010(e) 2011(e) Source: MOBILE VALUE ADDED SERVICES – INDIA.PPT 5
  • 6. Drivers Increasing Consumer Growing Medium for Increase in Demand Growing Rural Market Demand for VAS Advertising for Regional Content Demand Side Drivers Supply Side Rising Mobile Tele- Introduction of 3G Declining ARPU Density Based Applications MOBILE VALUE ADDED SERVICES – INDIA.PPT 6
  • 7. Challenges Biased Revenue Sharing Model Feature Rich Handsets beyond Lack of Awareness the Buying Power among Consumers of Users Challenges Lack of Copyright Protection and Dominance of Authentications Prepaid Customers Standards MOBILE VALUE ADDED SERVICES – INDIA.PPT 7
  • 8. Key Trends Increased Focus of PE/VC Firms Strong Demand from Growth in Demand for Corporate for Enterprise Mobile Music and Gaming VAS Trends Partnerships between Growth via Acquisitions Mobile Manufactures/ Operators & MVAS Players MOBILE VALUE ADDED SERVICES – INDIA.PPT 8
  • 9. Introduction of A and the growth in demand for B will boost the market Introduction of 3G Top Applications in 2008 Change in revenue model Technology U V W • Operators share • Auction for 3G is X expected to decline expected to take Z to b% place in FY 20-- - -- • Other players across • Will boost mobile the value chain broadband Top Applications in 2010 accounting for penetration as it will almost c%, as allow for high speed U compared to a% data transfer V currently X B a% of subscribers (approx. X mn) C MVAS is expected to account for using high-end phones can be x% of operator’s revenues by 20-- SAMPLE targeted Source: MOBILE VALUE ADDED SERVICES – INDIA.PPT 9
  • 10. A highly competitive market with players constantly developing services to capture market share Overview Market Share •The market is highly fragmented with a large number of domestic players There are more that X companies registered with Company 1 the Internet and Mobile Association of India a% LE (IMAI) as VAS enterprises •Many domestic players have also presence in Company 2 P b% the international markets SA with a% of revenues from overseas M Company Y has presence in more than A countries Company Z services are available in USA, Ireland, UK, Spain, South Africa, UAE, Sri Lanka and Others d% c% Company 3 Singapore •Foreign players have also entered the domestic market to capitalize on the profit incentives •Major players Domestic – Company 1, Company 2, Company 3 Foreign – Company 4, Company 5, Company 6 Source: MOBILE VALUE ADDED SERVICES – INDIA.PPT 10
  • 11. Thank you for the attention The Mobile Value Added Services report is a part of Research on India’s Telecom Industry Series. For more detailed information or customized research requirements please contact: Gagan Uppal Gaurav Kumar Phone: +91 22 4098 7530 Phone: +91 33 4064 6214 E-Mail: gagan.uppal@netscribes.com E-Mail: gaurav.kumar@netscribes.com Research on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick insights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries on About Netscribes Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth objectives. Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. MOBILE VALUE ADDED SERVICES – INDIA.PPT 11