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  • Mobile VAS: Peeyush Agrawal PGM (WS), MTNL Mumbai Indian Merchant Chamber 6-3-09

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    Abhishek Pandey
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    Mobile VAS services in India are constrained by limitations in bandwidth and network speeds. The growth of mobile VAS is dependent on improvements in access devices, content, technology, and infrastructure. The transition to 3G networks will help enable richer multimedia applications and services by providing higher bandwidth and speeds, which can drive increased adoption of mobile VAS. However, challenges around revenue sharing, user awareness, device capabilities, and developing diverse local content still need to be addressed for mobile VAS to reach its full potential in India.

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    Mobile VAS services in India are constrained by limitations in bandwidth and network speeds. The growth of mobile VAS is dependent on improvements in access devices, content, technology, and infrastructure. The transition to 3G networks will help enable richer multimedia applications and services by providing higher bandwidth and speeds, which can drive increased adoption of mobile VAS. However, challenges around revenue sharing, user awareness, device capabilities, and developing diverse local content still need to be addressed for mobile VAS to reach its full potential in India.

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    8 views14 pages

    Mobile VAS: Peeyush Agrawal PGM (WS), MTNL Mumbai Indian Merchant Chamber 6-3-09

    Uploaded by

    Abhishek Pandey
    Mobile VAS services in India are constrained by limitations in bandwidth and network speeds. The growth of mobile VAS is dependent on improvements in access devices, content, technology, and infrastructure. The transition to 3G networks will help enable richer multimedia applications and services by providing higher bandwidth and speeds, which can drive increased adoption of mobile VAS. However, challenges around revenue sharing, user awareness, device capabilities, and developing diverse local content still need to be addressed for mobile VAS to reach its full potential in India.

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    of 14

    Mobile VAS

    Peeyush Agrawal PGM(WS), MTNL Mumbai Indian Merchant Chamber 6-3-09

    MVAS constraint in India


    Premium VAS Applications are Bandwidth hungry

    3/3.5 G now Leading to

    Mobile Internet Broadband

    Speed Gap
    GPRS EDGE WCDMA HSDPA Claimed 115 Kbps 473 Kbps 2 Mbps 14 Mbps Actual 30-40 Kbps 100-130 Kbps 220-320 Kbps 550-1100 Kbps 50-60 Kbps 300-500 Kbps

    CDMA 1-X 153 Kbps EVDO 2.4 Mbps

    Mobile Device
    A Multimedia Phone A Computer A Television A Camera/Watch Paging device Videoconference Centre A Newspaper A Diary Eventually A Credit Card

    Pillars of MVAS
    Growth of VAS is based on 4 pillars Access devices, Content, Technology and Infrastructure

    Before NGN Stovepipe service model


    Services Services Services Services

    NGN promises simplified service model


    Content and Services

    Servers ...

    PSTN / ISDN

    Data / IP

    PLMN

    CATV

    IP Core

    Access Access
    UMTS GSM/EDGE WiFi/WiMax xDSL

    Access
    Broadcast PSTN / ISDN

    6 Dedicated technologies duplicated functions

    MVAS Technology
    SMS WAP IVRS USSD Streaming

    3G Applications

    Video Calling

    Live TV

    Emails

    Music and Movie Downloads

    Net on Phone

    MVAS Challenges - Revenue


    70:30 more skewed in favor of Telcos Lack of payment mechanism Who should support Advertising ? Transparency in Billing

    MVAS Challenges - User


    Awareness User Confused About tariff Premium SMS/IVR/Data Usage User Experience Exit barrier high

    MVAS Challenges - Device


    Feature support Configuration GPRS/3G enabled low cost handsets Customer indecisive with rapid handset changes

    MVAS Challenges - Content


    No innovations beyond Cricket and Bollywood Local/Regional languages Content acqisition cost

    Conclusion
    3/3.5G will enable Quality User Experience triggering the growth of MVAS in India

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