Thursday, February 25, 2010
My college gets over soon!!!
I am now really counting on days when my exams will be done and will be getting my weekends back! I am really excited for the same. I have suddenly began to feel that I will have all the time again and I can do so many things! I want to join back yoga, dancing, walks with hubby and Siya, evening gardens, etc etc etc. I just cannot wait to get all of them again. I missed all of this so much for two years! Thanks Vipul, Siya, Mom, Dad and Ruchi for helping me complete this journey of two years successfully. Thanks again and needless to say "I Luv U all" :-)
VAS key challenges and hurdles
The major challenge for VAS is:
1) Operator challenges: Operators focusing on subscriber acquisition with no incentives to push VAS in light of current spectrum allocation criteria. Spectrum constraints and delay in 3G roll-out has substantially limited high-end VAS take-off. Hopefully 3G roll-out will happen this time as annouced by April 2010.
2) Device challenges: To provide feature rich handsets even today is still expensive and a big challenge. Many handsets do not even have GPRS enabled and hence WAP portal as a delivery platform is a still a big challenge. Also, pre-loading the handset by the handset OEM is still not really taken off.
3) Content challenges: Localization of content today in India is also a hurdle in uptake of VAS services.
4) Revenue challenges: Ongoing tussle between operators and VAS companies still continues. (Still remember MyToday being blocked for 2 week more than once by some operator nor the other!)Operators still continue to reign as major chunk of VAS pie with them.
5) Awareness: Users are still not very familiar with medium of access such as GPRS, IVR, etc.
6) Because of operators, the other VAS players are forced to find a alternate revenue streams by providing advertising supported services but advertisers are still not convinced with the idea! Mobile advertising as a model is still in nascent stage.
7) Billing to the user from the VAS operator is still a big issue. When I was doing some comparitive study in the past, I was surprised to see small things like different rates for premium sms (of course based on the operator), post-paid and pre-paid for the same operator had different sms charges, Operators have recurring charges for CRBTs you never know when and how it happens and changes, etc. Even today for me GPRS connectivity is a problem. I have no clue what am I paying for the same. Not sure if I get a itemized bill for content download through GPRS at all.
1) Operator challenges: Operators focusing on subscriber acquisition with no incentives to push VAS in light of current spectrum allocation criteria. Spectrum constraints and delay in 3G roll-out has substantially limited high-end VAS take-off. Hopefully 3G roll-out will happen this time as annouced by April 2010.
2) Device challenges: To provide feature rich handsets even today is still expensive and a big challenge. Many handsets do not even have GPRS enabled and hence WAP portal as a delivery platform is a still a big challenge. Also, pre-loading the handset by the handset OEM is still not really taken off.
3) Content challenges: Localization of content today in India is also a hurdle in uptake of VAS services.
4) Revenue challenges: Ongoing tussle between operators and VAS companies still continues. (Still remember MyToday being blocked for 2 week more than once by some operator nor the other!)Operators still continue to reign as major chunk of VAS pie with them.
5) Awareness: Users are still not very familiar with medium of access such as GPRS, IVR, etc.
6) Because of operators, the other VAS players are forced to find a alternate revenue streams by providing advertising supported services but advertisers are still not convinced with the idea! Mobile advertising as a model is still in nascent stage.
7) Billing to the user from the VAS operator is still a big issue. When I was doing some comparitive study in the past, I was surprised to see small things like different rates for premium sms (of course based on the operator), post-paid and pre-paid for the same operator had different sms charges, Operators have recurring charges for CRBTs you never know when and how it happens and changes, etc. Even today for me GPRS connectivity is a problem. I have no clue what am I paying for the same. Not sure if I get a itemized bill for content download through GPRS at all.
Wednesday, February 24, 2010
Accept it - the way they are
Yesterday, one of my very close friend told me that I cannot think of writing anything beyond VAS :-). This one is only for you...
My experience so far with my life has been that I am unhappy many a times because I am unable to "Accept things" they way they are. When I see something that I don't like, when I see something that is not fallen my way, I wish it could be DIFFERENT and cry out for the same. Wonder if that is only my nature or human nature or is it the culture that is build in us over time.
The root of the unhappiness isn’t necessarily that we want things to be different, however: it’s that we decided we didn’t like it in the first place. We’ve judged it as bad, rather than saying, "It’s not bad or good, it just is". Things are only negative if you see them as negative. Instead, you could accept it as the way the world works — as the way things actually are. And try to understand why that is, and embrace it. As it is. This can be applied to whatever you do: whether it be how other people act at work, how politics works and how depressing the news media can be. Accept these things as they are, and try to understand why they’re that way.
And finally....
"Be Content with what you have; rejoice in the way things are. When you realize there is nothing lacking, the whole world belongs to you." - Lao Tzu
My experience so far with my life has been that I am unhappy many a times because I am unable to "Accept things" they way they are. When I see something that I don't like, when I see something that is not fallen my way, I wish it could be DIFFERENT and cry out for the same. Wonder if that is only my nature or human nature or is it the culture that is build in us over time.
The root of the unhappiness isn’t necessarily that we want things to be different, however: it’s that we decided we didn’t like it in the first place. We’ve judged it as bad, rather than saying, "It’s not bad or good, it just is". Things are only negative if you see them as negative. Instead, you could accept it as the way the world works — as the way things actually are. And try to understand why that is, and embrace it. As it is. This can be applied to whatever you do: whether it be how other people act at work, how politics works and how depressing the news media can be. Accept these things as they are, and try to understand why they’re that way.
And finally....
"Be Content with what you have; rejoice in the way things are. When you realize there is nothing lacking, the whole world belongs to you." - Lao Tzu
User Segments for VAS
We can divide the mobile VAS market into 6 segments:
1) CXO level users: These are Senior executives of an organization who hardly have time and of course high net-worth individuals.
2) Young Professionals: They are people like me, middle management of an organization.
3) Small and Medium enterprises or SOHO users: These are people who are small shop owners in our neighborhood, distributors, suppliers, etc.
4) People on field always: These are people like sales force, feet on street people, etc.
5) Young generation: People who are in college and will be soon be a part of the young professionals group. Age-group specially 18-25.
6) Family: Mostly dependent people like house wives and elderly people.
Of course, their buying behavior varies on weather the devices are company paid or self-paid, but at a broad level, the above six segment have the following need:
1) CXO level users: They basically need devices and application on their phone to reduce the decision making time. They need to be connected always. They are really not very tech-savvy and hence need applications as well as devices that are very simple to use.
2) Young Professionals: These people are highly tech-savy and are ready to spend on devices and application for the FEEL of it. They are mostly early adopters.
3) Small and Medium enterprises or SOHO users: When I see SOHOs in India, it is a very small segment that is very tech-savvy. However, a huge portion of these people are still technology challenged. They generally would demand "Value for money". Since are self-dependent individuals and will pay for themselves, they need low entry cost. The more less complicated and the more integrated the solution is, the more better for them.
4) People on field always: These are people who can stay connected to the organization only via mobile devices and applications. The applications for these people should be such that it help them improve productivity.
5) Young generation: These are people who are the most tech savvy and highly early adopters among the lot. They have great affinity for social networking and peer group communication.
6) Family: These are people who simply have basic communication needs and want to socialize only with friends and relatives.
While building VAS applications/solutions, one needs to know they carter to which user segment.
Tomorrow...VAS key challenges and hurdles
1) CXO level users: These are Senior executives of an organization who hardly have time and of course high net-worth individuals.
2) Young Professionals: They are people like me, middle management of an organization.
3) Small and Medium enterprises or SOHO users: These are people who are small shop owners in our neighborhood, distributors, suppliers, etc.
4) People on field always: These are people like sales force, feet on street people, etc.
5) Young generation: People who are in college and will be soon be a part of the young professionals group. Age-group specially 18-25.
6) Family: Mostly dependent people like house wives and elderly people.
Of course, their buying behavior varies on weather the devices are company paid or self-paid, but at a broad level, the above six segment have the following need:
1) CXO level users: They basically need devices and application on their phone to reduce the decision making time. They need to be connected always. They are really not very tech-savvy and hence need applications as well as devices that are very simple to use.
2) Young Professionals: These people are highly tech-savy and are ready to spend on devices and application for the FEEL of it. They are mostly early adopters.
3) Small and Medium enterprises or SOHO users: When I see SOHOs in India, it is a very small segment that is very tech-savvy. However, a huge portion of these people are still technology challenged. They generally would demand "Value for money". Since are self-dependent individuals and will pay for themselves, they need low entry cost. The more less complicated and the more integrated the solution is, the more better for them.
4) People on field always: These are people who can stay connected to the organization only via mobile devices and applications. The applications for these people should be such that it help them improve productivity.
5) Young generation: These are people who are the most tech savvy and highly early adopters among the lot. They have great affinity for social networking and peer group communication.
6) Family: These are people who simply have basic communication needs and want to socialize only with friends and relatives.
While building VAS applications/solutions, one needs to know they carter to which user segment.
Tomorrow...VAS key challenges and hurdles
Tuesday, February 23, 2010
Mobile VAS services - Part 3
WAP Portals
With 3G, this delivery mode will see a completely new era. The entertainment sector can offer Video clips on WAP portals, Mobile games, Mobile themes and Mobile radio too. In the segment of Alerts and News, WAP portal as a delivery platform can offer Movies related information, Stocks portfolio manager, News tickers/alerts, etc. In the commerce segment, almost every service can be offered on WAP portal like ticket booking, Mobile Banking, etc. Wap portals can offer a variety of service in Social VAS like Mail, Mobile Greeting, Dating, Chatting, Blogging, Infotainment, User Generated Content, Advertising, etc. For Enterprise VAS, service could range from Location Based Services, Internet Mobile e-mail, Mobile calendars, Access to intranet and core business applications, Mobile VPN, etc.
Continues tomorrow...User Segments for VAS
With 3G, this delivery mode will see a completely new era. The entertainment sector can offer Video clips on WAP portals, Mobile games, Mobile themes and Mobile radio too. In the segment of Alerts and News, WAP portal as a delivery platform can offer Movies related information, Stocks portfolio manager, News tickers/alerts, etc. In the commerce segment, almost every service can be offered on WAP portal like ticket booking, Mobile Banking, etc. Wap portals can offer a variety of service in Social VAS like Mail, Mobile Greeting, Dating, Chatting, Blogging, Infotainment, User Generated Content, Advertising, etc. For Enterprise VAS, service could range from Location Based Services, Internet Mobile e-mail, Mobile calendars, Access to intranet and core business applications, Mobile VPN, etc.
Continues tomorrow...User Segments for VAS
Monday, February 22, 2010
Mobile VAS services - Part 2
IVRs as a delivery platform
In the field on Entertainment, IVR is used as the major delivery mode for "Music on demand". There was this famous article on "Who is your competitor" where they talk about the biggest player in music and surprisingly the answer to this is "Airtel". If I have to compare this as to where it fits in "Michael Porters 5 force", it is threat from substitute which is really difficult to determine. IVR has a big advantage of the fact that:
1) Gives a personal touch as voice is medium of communication and emotions can be expressed.
2) Can be conveniently used by rural/old people (people who resist change) and uneducated people.
IVR is a delivery platform which can make money (Fortune at the bottom of the pyramid).
Various other alerts and services like Astro, Vaastu, Personality tests, quiz, games are also delivered on IVRs. When it comes to the commerce stream, IVR is mainly used for mBanking, Ticketing, etc. Because of "CONNECT" via IVR, voice SMS is a increasingly used service for Social VAS. With IVR as a delivery platform for enterprise VAS, we have IVR based contact centers, Self help centers and Voice portals too.
Continued tomorrow ... Wap Portals
In the field on Entertainment, IVR is used as the major delivery mode for "Music on demand". There was this famous article on "Who is your competitor" where they talk about the biggest player in music and surprisingly the answer to this is "Airtel". If I have to compare this as to where it fits in "Michael Porters 5 force", it is threat from substitute which is really difficult to determine. IVR has a big advantage of the fact that:
1) Gives a personal touch as voice is medium of communication and emotions can be expressed.
2) Can be conveniently used by rural/old people (people who resist change) and uneducated people.
IVR is a delivery platform which can make money (Fortune at the bottom of the pyramid).
Various other alerts and services like Astro, Vaastu, Personality tests, quiz, games are also delivered on IVRs. When it comes to the commerce stream, IVR is mainly used for mBanking, Ticketing, etc. Because of "CONNECT" via IVR, voice SMS is a increasingly used service for Social VAS. With IVR as a delivery platform for enterprise VAS, we have IVR based contact centers, Self help centers and Voice portals too.
Continued tomorrow ... Wap Portals
Sunday, February 21, 2010
Mobile VAS services - Part 1
Most of the VAS services that you see today are only delivered on 3 major platforms:
1) SMS (most companies pioneer in this)
2) IVRs
3) WAP portals
With SMS as a delivery mode, there are wide offerings like Jokes, Ringtones, CRBTs, Wallpapers, Animations, Quiz, etc. Various Alert services like Cricket, News, Astro, Banking infomation alerts, Travel Alerts, etc are also offered. When it comes to commerce, sms is also used as a highly acceptable delivery mode like mobile banking, ticketing, etc. When it comes to Social VAS, it offers location based services, infotainment, search and near field advertising. Talk about take off of Enterprise VAS with SMS as a delivery mode: Pull services for m-Coupons, voting, information, etc. Push services for advertising, Location Based services, Enterprise IM and Group messaging are few examples.
While I was just writing this down, looks like he product portfolio is large enough for just SMS as delivery mode. This clearly identifies clear products required to be developed to get to leader for SMS VAS.
Tomorrow IVRs.....
1) SMS (most companies pioneer in this)
2) IVRs
3) WAP portals
With SMS as a delivery mode, there are wide offerings like Jokes, Ringtones, CRBTs, Wallpapers, Animations, Quiz, etc. Various Alert services like Cricket, News, Astro, Banking infomation alerts, Travel Alerts, etc are also offered. When it comes to commerce, sms is also used as a highly acceptable delivery mode like mobile banking, ticketing, etc. When it comes to Social VAS, it offers location based services, infotainment, search and near field advertising. Talk about take off of Enterprise VAS with SMS as a delivery mode: Pull services for m-Coupons, voting, information, etc. Push services for advertising, Location Based services, Enterprise IM and Group messaging are few examples.
While I was just writing this down, looks like he product portfolio is large enough for just SMS as delivery mode. This clearly identifies clear products required to be developed to get to leader for SMS VAS.
Tomorrow IVRs.....
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