11-03-2014, 12:50 PM
A SMALL INTRODUCTION TO M-VAS IN INDIA
M-VAS IN INDIA.pdf (Size: 302.54 KB / Downloads: 37)
The MVAS stakeholders
Operator Controlled VAS is the traditional model of revenue share that
most companies are working on today. The content owner gets 5% - 10%
here and the lions share of 60% - 80% is kept by the Operator.
D2C (Direct to Consumer) has various models where the content/ app can
reach the consumer via the content provider, content aggregator, handset
manufacturer (Google, Nokia, Yahoo, Microsoft)
The MVAS market
Approx. 6000 Crores (including P2P) with a CAGR of over
60%
9% of total operator revenue in India
CRBT/ RT alone contribute approx. 2500 Crores!!
P2C/ P2A MVAS target market ~ 1000 Crores (removing P2P
& CRBT/RT)
Large classification of MVAS:
Entertainment – Mass Appeal, Current MVAS driver & likely to remain,
music the killer service, works on both revenue share & D2C
Information – Target Appeal, Cluttered space for D2C, limited revenues,
need to develop a rural strategy
Commerce – RBI guidelines expected, Probably the biggest market in
waiting, OxiCash a huge success already
MVAS Strategies of Key Players
VAS Companies (IMI Mobile, One97, Onmobile, Hungama etc.) – Building
both Content & Platform, exclusive tie-ups, working through the Operator
controlled P2C/ P2A model
Media Companies (Content owners) – Building their own platforms to
integrate into the Operator network with Times Group leading the way &
Star integrating into the MVAS value chain
Handset Manufacturers like Nokia & Samsung are doing their own tie-ups
to build a D2C model
Operators – Doing a mix of the walled garden & MVAS branded tie-ups.
Building a SDP to control the entire launch & biling of MVAS a key strategy
Portals/ Engines – Doing both Operator tie-ups and branding the D2C
model. Yahoo has the maximum tie-ups with 6 Operators while Google &
Microsoft are with Airtel & Vodafone respetively. For the D2C space they
are tying up with Handset manufacturers on the side