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Introduction to Mobile VAS and Multimedia

Please email me "saghaeian [at] gmail.com" for any request on Mobile VAS research, consulting and training.

This presentation includes topics such as:
Global Trend of Contents Usage
Operators need to focus on VAS
Voice VAS Classification
Key Drivers for Mobile Value Added Services
Key Challenges for Service Providers
Typical VAS Value Chain
Critical Factors for Successfully Launching New Services
Some Operators’ VAS Examples

Introduction to Mobile VAS and Multimedia

  1. 1. By ALI Saghaeian Introduction to Mobile Value Added Services and Multimedia Chief Analyst & Consultant Telecoms, IT, and Media Saghaeian [at] gmail.com Mobile VAS
  2. 2. Objectives • What is Value Added Service • Understanding VAS Ecosystem • Reasons for Increasing Importance of VAS • Learning Key Attributes to Drive VAS Adoption • How to create a Sustainable VAS Proposition 2 • Listing Current VAS & Multimedia offerings and their performance in the market Exercise Saghaeian [at] gmail.com
  3. 3. Agenda • Global Trend of Contents Usage • Operators need to focus on VAS • Voice VAS Classification • Key Drivers for VAS • Key Challenges for Service Providers • Typical VAS Value-Chain • Critical Factors for Successfully Launching New Services • Some Operators’ VAS Examples 3Saghaeian [at] gmail.com
  4. 4. Monthly Internet Traffic Forecast: 2015 - 2019 Saghaeian [at] gmail.com
  5. 5. Global Trend of Contents Usage Saghaeian [at] gmail.com
  6. 6. 6 VAS is a defined term to identify non-core services of a Telecom Operator Value-added services(VAS) are non-core services for telecom industry or in short, all services beyond standard voice calls and fax transmissions. value-added services add value to the standard service offering, spurring the subscriber to use their phone more and allowing the operator to drive up their ARPU Key characteristics of VAS • Non-core service which contributes a minority portion to total operational revenue • Enhance the value of core services: – Bringing in incremental revenue – Stimulating revenue of core business – Strengthen the position of the core service • Increase the benefit of the core service to the customers Value added services (VAS) are supplementary telecom services which provide upon telecom network and other telecom equipments. VAS helps to improve the economic and functional contribution of operators existing network. Wikipedia ITU Saghaeian [at] gmail.com
  7. 7. 7 VAS brings Value to Reinvent Mobile Direct benefit • Revenue from services – this become more and more insignificant as many services become commonplace • Revenue from customer premises equipment (CPE) upgrade – the provision of CPE is profitable for operators with average margins estimated at 35% • Revenue from call stimulation – the recipient of an SMS or MMS may call the sender Indirect benefit • Enhance customer retention – differentiation from competitors through a range of unique, innovative VAS, operators can add value to their core propositions and thus enhance customer retention • Improve services offered by mobile operators, as they can encourage recapturing some of the calls customers make through their mobile when they are at home Saghaeian [at] gmail.com
  8. 8. Operators need to focus on Data and VAS Data (Mobile Broadband) Voice & Messaging Current Status (ARPU) Saghaeian [at] gmail.com
  9. 9. 9 VAS Ecosystem could be vast and includes both B2B and B2C type of relationships voice Broadband Data Communication VAS TV Content Entertainment VAS Security Data centers Call centers Connectivity VAS Desktop Applications BPO ICT VAS Operator B2C relationshipB2B relationship (outsource) / In house Saghaeian [at] gmail.com
  10. 10. 10 • Call forwarding • Call barring • Call waiting • Voice mail • Caller ID Basic VAS Entertainment Information Transaction Communication Voice VAS can be further classified into four categories (C.I.E.T.) that go beyond simple connectivity • Messaging • Conference call • Phone book • Video calling • Multi-number • IP call • Content portal service (movie, music, sports, comics, games, live TV) • Ring back tone Voice and data Service connectivity • Travel booking • Restaurant booking • Fixed payment • Shopping • Premium number ( toll free number, voting Connectivity experience enhancement Beyond connectivity • Emergency hotline • Directory service • General news • Weather • Traffic • Stock exchange • Wake up • Time reminder Increasing value chain complexity Increasing operational capability requirement Saghaeian [at] gmail.com
  11. 11. Reasons for Increasing Importance of VAS • Decrease in ARPU despite increase in MOU: • With declining ARPU, the challenge is to develop alternative revenue streams and retain customers by creating a basis for differentiation. • Greater need for differentiation among the service providers • Greater competition • Saturation in Metros and Urban cities • Number Portability expected to come • 3G/4G VAS: • With added utility to mobile phone through 3G/4G, both subscriber base and ARPU are expected to observe phenomenal increase in the coming years Saghaeian [at] gmail.com
  12. 12. Key Drivers for VAS Service Providers Perspective Opportunity for bundling with other services 67% Reducing Operational Costs 67% Introduce New Application & Services 56% Extension of Access Services 56% Competition 50% Ratified Standards 50% Consolidated the number of Networks 39% Legacy voice equipment obsolescence 30% New Handsets 17% Source: Infonetics Research Saghaeian [at] gmail.com
  13. 13. Key Attributes to Drive VAS Adoption • Ease of Use and Experience • Speed (low latency); Reliability; Quality of Service • Ease of Provisioning & Configuration; OSS/BSS • Data optimization; Network Performance • Business Models; Ecosystem Management • Standards based service delivery framework Saghaeian [at] gmail.com
  14. 14. Key Challenges for Service Providers Complexity of choosing VAS mix Ability to maximize revenue from major investments • Balance the Portfolio with High price point vs. low cost services • Promotion to Maximize Penetration and Adoption Rates • Time of day promotion Ecosystem complexity • Content: Content Providers, Aggregators, Distributors • Applications: Financial Institutions, Retailers, Government • Foster business models to enable service providers, verticals and VAS • vendors to drive adoption to manage a Win-Win business Model Conflicting goals • Robust internal architecture vs. low CapEx • New 3G/4G investments vs. profitable applications on current 2G networks • Internal transformation (siloed to distributed) vs. time-to-market Saghaeian [at] gmail.com
  15. 15. Creating a Sustainable VAS Proposition (1/2) Capture your customer's imagination: • Each customer is unique and has his/her own interest, requirements, wants, needs and desires. Each unique customer reacts and responds differently to different proposition • Innovate! Customers are constantly being bombarded by new products and services everyday and this constant need for something that is 'out-of-the-box' Fostering Interactivity: • Two way communication is of absolute essence in creating a channel of communication between the customer and you. • It is important to interact in order to better understand the customer and continue to offer products and services that are better suited to their needs. Fulfilling unmet needs: • Despite the plethora of options available to the average customer, the niche categories get ignored. It is essential to look to these categories and create new products to engage them. • Focus on customer service. Ensure that the products and services are creating customer satisfaction and loyalty. Saghaeian [at] gmail.com
  16. 16. Developing sustainable revenue streams: • Customers are attracted to different pricing models depending on their perception of the value gained from it • VAS providers have to offer a range of pricing models depending on demographic, psychographic and behavioral factors • It is essential to set price objectives according to each product and its specific target as well as the profit potential. • Different pricing models include flat rate, subscription based, step charging, and bundle offers. • Pricing models need to be created specifically for local markets to meet the needs • It is of utmost importance that the tariff structure is transparent and is not complex for the end customer to comprehend Creating a Sustainable VAS Proposition (2/2) Saghaeian [at] gmail.com
  17. 17. Service Provider Business Model More focus on growing revenue and enabling efficiencies Saghaeian [at] gmail.com
  18. 18. MNO / VAS Media in the Mix Saghaeian [at] gmail.com
  19. 19. Typical VAS Value-Chain Saghaeian [at] gmail.com
  20. 20. Critical Factors for Successfully Launching New Services Having the right Customer Value Proposition Knowing how to Segment and Target Customers Launching the right Products and Pricing Plans Getting the Technology Rollout right 1 2 3 4 Saghaeian [at] gmail.com
  21. 21. 21 In Conclusion … Lessons Learnt 1. Use VAS to positively influence customer life-time value • Manage the eco-system • Offer range of pricing models • Strong focus on customer service 2. Build VAS infrastructure • Cross-selling and up-selling • Bundling • Simplicity 3. Foster interactivity • Targeted promotions per segment • Engage with your customers (two- way communication) • Enhance customer understanding, segment of one 4. Re-engineer your commercial model • Partner • Agent • Powered by • Branded • Joint venture 5. Agile launch and optimization cycles • Design minimum viable product • Launch in agile fashion • Optimize or sunset quickly 6. Data and insight • Big data capability • Data scientist role • Inform decision-making Saghaeian [at] gmail.com
  22. 22. 22 Some Operators’ VAS Examples (1/3) Saghaeian [at] gmail.com
  23. 23. 23 Some Operators’ VAS Examples (2/3) Saghaeian [at] gmail.com
  24. 24. 24 Some Operators’ VAS Examples (3/3) Saghaeian [at] gmail.com
  25. 25. Any Questions? 25 ALI Saghaeian | saghaeian@gmail.com

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Please email me "saghaeian [at] gmail.com" for any request on Mobile VAS research, consulting and training. This presentation includes topics such as: Global Trend of Contents Usage Operators need to focus on VAS Voice VAS Classification Key Drivers for Mobile Value Added Services Key Challenges for Service Providers Typical VAS Value Chain Critical Factors for Successfully Launching New Services Some Operators’ VAS Examples

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