KUNGLIGA TEKNISKA HÖGSKOLAN Royal Institute of Technology
Value Added Services (VASs) have become one of the major revenue generators in the telecom industry. Most of the telecom subscribershave started using VAS and it has become an important service for thecustomers. The objective of the project is to evaluate and analyse the need for value added services in India. The report begins with a discussion of existingVAS provided by 2G wide area cellular technologies and how these will changewith the introduction of 3G technology. Following this the value chain of VASis discussed. Next new trends, drivers, and challenges of the VAS are discussedin detail. The impact of content developers and software development on VASare discussed. Then a method to analyse VAS is discussed, followed by methodof analysing the ringback tones with respect to a company is provided followed by the method to analyse the importance of the content providers in the valuechain.Then the Mobile commerce VAS is analysed in detail and ringback tone service provided by OnMobile Company is analysed in detail, followed byan analysis of the role of content providers in value chain. A survey on differentservices provided through VAS is taken among few of the VASs users in Indiaand the results are included with graphs in the report.The thesis analysis results are very important in the moderntelecommunication industry as VAS plays a major role in generating hugerevenue and currently many industries are focusing on to provide mobilecommerce services to its customers. The thesis answers various questions like,what are the different M-commerce services that are provided to the customersin the telecom industry. Why OnMobile Company provides different varieties of ringback tones to the user? Why the role of content providers is very importantin the Value chain?The report concludes with conclusions explaining the differentinsights that are gained from the analysis of the VAS (M-Commerce), Ringback tones provided by OnMobile, role of content providers in the Value chain andthe survey results. It is followed by the some suggestions and possible futurework concerning Value Added Services in India.
: VAS, M-Commerce, 2G, 3G, Value chain, Ringback tones, Content providers.