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VIETTEL TANZANIA

PROBATION ASSIGNMENT

REPORT ON ASSESSMENT OF PERFORMANCE


AFTER PROBATION PERIOD

INTERNAL CIRCULATION

SUBJECT: PROPOSE TO IMPLEMENT VAS SERVICES IN TANZANIA

WRITER

TRAINER

HEAD OF UNIT

DD MMYY
1

TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................2
LIST OF TABLES..............................................................................................................3
LIST OF FIGURES............................................................................................................4
ABBREVIATIONS AND ACRONYMNS........................................................................5
SECTION ONE
PREFACE ..........................................................................................................................6
SECTION TWO
INTRODUCTION
ABOUT
ACHIEVEMENT
DURING
PROBATION
PERIOD..............................................................................................................................7
SECTION THREE
OVERVIEW OF VIETTEL TANZANIA............................14
3.1 Origin, the process of formation and development of Viettel Tanzania...14
3.2 Organizational model of Viettel Tanzania at the time of making report...............15
3.2.1 Model Elements....15
3.2.2 Classification of Organizational
Models..........15
3.2.3 Detailed Companys Organization Structure16
SECTION FOUR
OVERVIEW OF PROBATION PLACE.....................................................................18
4.1 Process of formation and development of probation place...................................18
4.2 Organizational model of probation place .............................................................18
4.3 Functions, tasks of probation place ......................................................................18
4.4 Achievements........................................................................................................19
SECTION FIVE
CONTENT OF THE SUBJECT.......................................................................................21
5.1 Reason for choosing this subject ...........................................................................21
5.2 Basis for writing this report ...................................................................................22
5.3 Method for study................................................................25
5.4 Outcomes of surveying the market.26
5.5 Main content of the subject....................................................................................97
5.5.1Benefits of Viettel Tanzania to implement VAS services..............99
5.5.2Diffuculties of Viettel Tanzania to implement VAS services99
5.5.3 Ways of service advertisement and communication...............106
5.5.4 Content Service Providers110
REFERENCE.................................................................................................................116
SECTION SIX
COMMENT ON THE REPORTS CONTENT AND PROBATION RESULT
2

.117
LIST OF TABLES
Table 1: REPORT ON PERFORMANCE OF TASKS IN PROBATION
PERIOD............................................................................................................................. 7
Table 2: LIST OF DOCUMENTS READ AND STUDIED IN THE PROBATION
PERIOD .................................................................................. ....11
Table 3: LIST OF TASKS, ACHIEVEMENTS REACHED AND ACCOMPLISHED
TASKS IN THE PROBATION PERIOD20
TABLE 4: COMPARISONS BETWEEN THE COMPETITORS SERVICES..27
Table 5: LIST OF PROPOSED VAS SERVICES FOR VIETTEL
TANZANIA....................................................................................................................101
Table 6: LIST OF PROPOSED CONTENT SERVICE PROVIDERS FOR VIETTEL
TANZANIA111

LIST OF FIGURES
Figure 1: Organization Model of Viettel Tanzania Company..........................................17
Figure 2: VAS industry chain...99
Figure 3: Percentage of Radio Stations coverage in Tanzania...108
Figure 4: Graph showing the TV Stations in Tanzania with the number of users.108
Figure 5: Graph showing the number of popular Newspaper in Tanzania and their
readers.109

ABBREVIATIONS AND ACRONYMNS

VAS

Value Added Service

IVR

Interactive Voice Response

USSD

Unstructured Supplementary Service Data

SMS

Short Message Service

GSM

Global System Mobile

WAP

Wireless Application Protocol

ARPU

Average Revenues Per User

CSP

Content Service Provider

STK

SimuToolKit.

SECTION: ONE
PREFACE
Starting 1990s up to now, the investment sector in Tanzania experiences many changes as many foreign
companies and local ones have invested particularly in telecommunication field. But the telecom industry
itself has experienced great challenge as it was observed that all operators were providing the same services
such as VOICE, SMS which caused the decline of average revenues per user among operators and migration
of subscribers from one network to another, But in middles 2000s due to advancement of telecoms devices
and growing of technology operators started to provide other services named as Value Added Services apart
from core services that will make users to enjoy and use their phones to the maximum, thus the number of
subscriber increased which also increases the average revenues per user to the operators. Thus for any new
operator that enters a market must produce these services and there are should be special department that
will be responsible for these services. Referring to Viettel Tanzania, the VAS department is where all matters
concerning to VAS services are carried out and is where this report was written by considering all tasks and
other activities performed during probation period.
The report objectives are as follows
i.

To discuss in details the tasks assigned during probation period, This report must show clearly
and in details all the tasks assigned during probation period by considering the instructions

ii.

iii.

given to each task such as how to do and the expected outcomes after the work completed.
To examine the performance of the tasks assigned, The supervisor or head of department tend
to evaluate the tasks given to me by considering the tasks completion were within the time or
after the deadline, the tasks were 100 percent successfully?, if not how much he /she failed?,
and what the reasons made the tasks to be incomplete.
Trying to figure out the understanding of assigned person on company structure, regulations,
core values, etc, this report shows the general understanding of the company in different
aspects such as the structure of the company in terms of number of departments and their
roles.

This report is organized into four main parts that each consists of its contents, these four sections are ;
Section one which is composed of introduction of the report; Section two which is composed with
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introduction about achievements during probation period and list of document probations read and studied in
the probation period; Section three composed with overview of Viettel Tanzania; Section Four is composed
with overview of probation place; and lastly is section Five which is composed with content of the subject.

SECTION: TWO
INTRODUCTION ABOUT ARCHIEVEMENTS IN PROBATION PERIOD
VIETTEL TANZANIA COMPANY
DEPARTMENT: VALUE ADDED SERVICES (VAS)
Table 1.REPORT ON PERFORMANCE OF TASKS IN PROBATION PERIOD.
No

Task

01

Training on General knowledge of

Performance/Quality
Self-assessment by trainee
Assessment by the unit/department
-The training went well, though I

VAS, departments goals and tasks,

faced some challenges such as how to

department units.

integrate both IT and business ,how

- Here we learned the meaning of to know the key services in the


Value Added Services as the one of the market, knowing the VAS service
service apart from common services chain, since Im new in this field.
provided by the telecoms companies
such as calling and SMS
- Implementation of VAS business,
here we observed the marketing of
VAS mainly in the Tanzania markets
such as Utility services, content
services, 3G services, Lucky game
services, mobile commerce and social
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network services. To plan on how we


are going to reach our goals, strategies
to be used, our policies regarding to
VAS and which resources we will use.
- Research on which services are
mostly needed at the time by the
customers,

development

of

the

programs and platforms that will


provide the researched needs and
finally the deployment of the VAS
services.
- The roles played by the Content
Providers/service in the VAS market
in terms of services and products.
Here we tried to see and to sort out the
services that we will produce
ourselves and services that we will
collaborate with third parties to
enhance the VAS services.
-We learned also the content
providers co-operation regulations.
-We learned the goals of VAS
department such as To be the biggest
pioneers in VAS and Mobile Money
services in Tanzania
telecommunication industry,
9

Understanding the customer


requirements etc
-We learned the department units of
VAS, there are three departments such
as
02

VAS

business

unit,

Content

business unit, Ecommerce unit


Study in details the informations on

-The

numbering resources s as to get

succeeded the approval of numbering

General knowledge of Numbering of

resources for Viettel Tanzania.

Resources, plans, usage and Rules

Challenges I faced were

governing the resources.

i) How to work with TCRA in

task

went

- Here we learned meaning of accomplishments

well,

of

and

numbering

numbering resources as, a numbering resources for Viettel Tanzania.


plans and dialing plans in determining
the user friendliness of a given system.
In which numbering plans deals with
rules for formatting and allocating
numbers while dialing plans deals
with rules for using numbers to make
calls.
-We learned numbering division such
as subscribers numbers, prefixes for
network, service numbers, VAS
CODES
-We learned reasons of numbering
10

we

03

resources such as Identification of the


service, Identification of service
providers
-We learned functionalities of
numbering resources as Enable
interactive
functions
such
as
register/cancel/modify service; second
function is to identify the function by
identifying the number code to be
correspondent service.
Propose to implement VAS
Service for Viettel Tanzania.
-Here we propose the
implementation of VAS for
Viettel Tanzania by considering
the research from the market
in what customers needs,
what are the key services in
market(considering the
advertisements, number of
subscribers, revenues), What
other companies do

-The task went well and up to date we


are

proceeding

with

the

implementations of Viettel Tanzania


VAS services.

REPORTER

TRAINER

HEAD OF IMPLEMENTING DEPARTMENT

.
11

VIETTEL TANZANIA
DEPARTMENT: VALUE ADDED SERVICES (VAS)
Table 2. LIST OF DOCUMENTS READ AND STUDED IN THE PROBATION PERIOD

No

Name of

Summary of

documents

content

Writer

Effect for

Type of

individual

document(Theoretica
l document/internal

VAS services

Provide general

opening speech

understanding to

understanding

new staffs about the

about the

VAS services

department.
Introducing the

introduction

informations

VAS-department

VAS-department

-General

department.
Gain knowledge on

document)
Internal document

Internal document

VAS services

regarding to VAS
3

VAS services

services
Giving the

overview

overview of the

VAS services

VAS services
Analysis of VAS

classification and

services in groups

VAS services and

Numbering

and Numbering

Apply the rules on

VAS-department

VAS-department

12

Internal document

Able to classify the

Internal document

Push Mobile Media

VAS services

numbering number

Provide general

Rugambo Rodney

them
Knows the roles of

informations

Sales and

content providers,

regarding to

Marketing Manager services and

services, products,

Push Mobile Media

Theoretical document

products,

customers

cooperation

,cooperative

regulation.

regulations in Push
Mobile as one of
the content
6

Tanzania

provider
Details

Understand the

Application

explanations on

guidelines when

guidelines and Fees

numbering

Tanzania

applying for

for Numbering

guidelines and Fees

Communication

numbering

Resources

structure for

Regulatory

resources and the

numbering

Authority(TCRA) fees for numbering

resources in

Theoretical document

resources

accordance to
7

Mobile broadband

TCRA.
General insight on

Val Amad-Head

Understand the

and VAS

VAS background,

Rollout

background of

Roles of network

VAS, the reasons


13

Theoretical document

operators in

as to why the

improving VAS on

mobile operators
needs VAS services
and why the keep

VAS services in

Overview of the

India

VAS market in

relationship and

India in terms of

differences between

Revenues, Entities

the VAS market in

of VAS chain,

Tanzania and VAS

challenges on

market in India in

implementation of

teams of revenues,

VAS services.

challenges

REPORTER

TRAINER

Stephen Hwaking

on improving them
Knowing the

Theoretical document

HEAD OF IMPLEMENTING DEPARTMENT

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SECTION: THREE
OVERVIEW OF VIETTEL TANZANIA.
3.1 Origin, the process of formation and development of Viettel Tanzania.
Viettel Corporation is a Vietnam-based telecommunication operator and one of the worlds fastest growing
telecom operators owning the largest telecom network in Indochina featuring 56,000 GSM Stations (2G
BTS and 3G Nodes B) and 200,000 km of fiber optical cable. The company was incorporated in 1989 and is
based in Hanoi, Vietnam. Viettel Corporation operates as a subsidiary of Vietnam Military Telecoms
Company. .Viettels global operations cover 8 countries with a total population of approximately 170 million
people, including Vietnam, Cambodia, Laos, Haiti, Mozambique Peru, and Cameroon and currently in
Tanzania. The Group provides services under the Viettel, "Metfone", and "Unitel" brands.
Viettel investment in Tanzania has started when Tanzania Prime Minister visit to Vietnam in March 2010,
Viettel expressed the aspiration to invest in telecommunications sector in the United Republic of Tanzania.
After three years of researching Tanzania market following the directions of the Prime Minister of two
countries, Viettel completed the 100% purchase of Tanzanian firm Epocha & Golden Ocean (EGOTEL). on
27th October, 2014 when Tanzania President Prof. Jakaya Mrisho Kikwete visited the company's
headquarters in Vietnam , Viettel chairman Nguyen Manh Hung made the investment pledge investing $1
billion in Tanzania telecoms and other services with a 3G-only network technology, which will be upgraded
to 4G in the near future, and on the same month Tanzania announced that Viettel was granted a mobile
phone network to Viettel, which is expected to launch its mobile services in July, 2015 (Corporate Digest,
2014).Viettel has promised to ensure the network quality (KPI) to international standards and at least 30%
better than the other operators. Coverage of the network is expected to be 95% of population reaching every
village and to deploy fiber optic network across the country to reach village/communes, to ensure the best
quality of network; besides, to set up a wide system of shops up to villages level for Tanzania easy to access
telecom services.
A long with achieving business targets, Viettel Tanzania also realizes its commitments with the Government,
local authorities and Tanzanian people to bring mobile signal to thousands of uncovered villages across the
country ; to provide optic fiber termination for district committees, police offices, public hospitals and post
offices in districts; and furthermore, to provide free internet access for public schools nationwide. These
efforts will help people in rural areas access information easily, apply information and communications
technology to daily life and contribute to the development of the economy of Tanzania
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3.2 Organizational Model


An organizational model, also called an organizational structure, defines an organization through its
framework, including lines of authority, communications, duties and resource allocations. A model is driven
by the organizations goals and serves as the context in which processes operate and business is done. The
ideal model depends on the nature of the business and the challenges it faces. In turn, the model determines
the number of employees needed and their required skill sets.
3.2.1 Model Elements
An organizational model includes a number of elements. Organizational units identify jobs that work
together to complete a specific work process. The model may incorporate multiple physical locations.
Reporting structure, also called chain of command, identifies reporting relationships throughout the
organization and includes span of control the number of employees a manager has reporting to her. Span
of control determines the number of managers in the organization. For example, in a business with 50
employees, a narrow span of control might mean that there are 10 managers, each with five employees,
while a wide control span may have five managers, each with 10 employees.
3.2.2 Classification of Organizational Models
Generally, organizational models are classified as functional, product based (divisional) or matrix structure.
Functional structure
A functional organizational structure is a structure that consists of activities such as coordination,
supervision and task allocation. The organizational structure determines how the organization performs or
operates. The term organizational structure refers to how the people in an organization are grouped and to
whom they report. One traditional way of organizing people is by function. Some common functions within
an organization include production, marketing, human resources, and accounting.
This organizing of specialization leads to operational efficiency where employees become specialists within
their own realm of expertise. The most typical problem with a functional organizational structure is however
that communication within the company can be rather rigid, making the organization slow and inflexible.
Therefore, lateral communication between functions becomes very important, so that information is
disseminated, not only vertically, but also horizontally within the organization. Communication in
organizations with functional organizational structures can be rigid because of the standardized ways of
operation and the high degree of formalization.
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As a whole, a functional organization is best suited as a producer of standardized goods and services at large
volume and low cost. Coordination and specialization of tasks are centralized in a functional structure,
which makes producing a limited amount of products or services efficient and predictable. Moreover,
efficiencies can further be realized as functional organizations integrate their activities vertically so that
products are sold and distributed quickly and at low cost. For instance, a small business could make
components used in production of its products instead of buying them.
Even though functional units often perform with a high level of efficiency, their level of cooperation with
each other is sometimes compromised. Such groups may have difficulty working well with each other as
they may be territorial and unwilling to cooperate. The occurrence of infighting among units may cause
delays, reduced commitment due to competing interests, and wasted time, making projects fall behind
schedule. This ultimately can bring down production levels overall, and the company-wide employee
commitment toward meeting organizational goals
3.2.3 Detailed Companys Organization Structure
Structurally, from Top-Down, Viettel Tanzania at the Head Quarter is made of Managing Director at the
top level, followed by Deputy Managing Directors of Public Relations, Business, Technical and
Infrastructure as second top level; Level three include four sections and their departments, in which
Departments includes (Planning Finance, Human Resources, Legal, Investment), Business Center include
these departments (Product Strategic Policy ,Distribution management ,Corporate ,Sales ,Value Added
Service (VAS), Administration, Public Relation (PR)) ,Technical Center includes these departments
(Operate communication network system

,Network Operation Center ,Radio ,Transmissions

,Mechanism ,IT Billing ) and Infrastructure Center includes these departments (Infrastructure ,Asset); The
next one below is a Regional management Offices and their units which are finance division, planning
division, technical division and business division and lastly at the bottom is a District management
Offices.
Below is block diagram showing the organization structure of Viettel Tanzania Limited during probation
period

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Fig: 1 Company Structure

Managing Director
(Mr. Quang)

Business Section
(Mr. Hoan)

Head
Office
level

Departments
Planning
Finance
HR
Legal

Investment

Technical Section
(Mr. Hoat)

Departments
Product Strategic Policy
Distribution management
Corporate
Sales
Value Added Service (VAS)
Administration

Departments
Operate communication
network system
Network Operation Center
Radio
Transmissions
Mechanism
IT Billing

Public Relation (PR)

Infrastructure Section
(Mr. Thanh)

Departments
Infrastructure
Asset

Branch Management Team

Finance division

Planning division

Business division

Branch
level

District Management Team


(Head of District Center, Leader of Technical)

18

Technical division

SECTION: FOUR
OVERVIEW OF PROBATION PLACE

4.1 Process of formation and development of probation place

Probation place is a Value Added Services department at the Viettel Tanzania head offices. I joined the Value Added Services
department in mid-January, 2015 at the beginning of my job in the company. The company was then located at GEPF House,
second Floor, Victoria Street, Makumbusho, Dar es Salaam and up to date is where the company is located.
4.2 Organizational model of probation place

Until January, 2015 the Value Added Services department is composed of three people, the head of department and planning
officers, namely James and Henry, in which the James assigned VAS subject while Henry assigned Mobile Money Service subject
and the head of department is the one who supervises two officers by giving tasks to officers, evaluating the tasks performance of
each officer in accordance to rules and regulations of a company. This model allows direct communication in the department, but is
limiting when there are a lot of works to be accomplished on a given time. It also does not permit for frequent communication
between VAS department at Head office and the VAS departments in branch offices.
4.3 Functions, tasks of probation place

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Functions and tasks undertaken during the probation period include but not limited to; Research and evaluate VAS services in
Tanzania markets through studying the documents of VAS services of Tanzania, studying the behaviors and requirements of
customer, going to operator (Vodacom) or government website(TCRA) to collect informations, collecting informations from
competitors and studying products and services of Content Service Provider and cooperation regulations; Studying plan and usage
of Numbering Resources of VAS service through studying the regulations of Numbering Resources in accordance to TCRA
instructions, Studying the current usage of Numbering Resources ;Proposing to implement VAS services for Viettel Tanzania
through learning general informations of VAS services in Tanzania such as launching date of VAS service of competitors, statistics
of subscriber base, revenues of VAS services and gained ratio of revenue, compare the VAS services of competitors, compare the
customer tariffs of competitors, evaluating the advertisement and communication of VAS services competitors, summarizing VAS
services in Tanzania markets and recognize the key VAS services, evaluating the strengths and weaknesses of VAS services of each
operator; Proposing the implementation of VAS services for Viettel Tanzania by considering the benefits and difficulties of Viettel
Tanzania on implementation of VAS services, classification of basis on choosing the proposed VAS services, proposing the
advertisement and communication program of VAS services of Viettel Tanzania., statistic the products and services of CSP and
cooperation regulations, recognizing the key content requirements and proposing the program to produce these contents.

4.4 Achievements

During the probation period there are some merits achieved such as gaining general knowledge on VAS department, general
knowledge on VAS services including the meaning of VAS service , reasons of telecoms companies to provide VAS services,
advantages and disadvantages of VAS services to companies and customers, difficulties of implementing VAS services by
operators market of VAS services particularly in Tanzania, ways of advertising and communication program of VAS services;
gaining general knowledge on Content Service Providers including meaning of it, the reasons of their existence, the products and
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services offered by CSP and co-operation regulations; the issues of numbering resources including meaning of it, participants
during numbering the resources ,reasons of numbering resources, rules and regulations of numbering resources, charges of
numbering resources; practical skills and experience on planning and implementations of VAS services such as preparing the script
of services; learnt about Vietnamese words like Xin cho meaning Hello and working culture; expanded my social network
by meeting and working with different personnel; knowledge on the telecommunication industry.
As far as the assignments concerned, some of the tasks that I accomplished or achieved are tabulated on the Table below
NO
1

TASK
Research and evaluate
Value Added Services
(VAS) services in
Tanzania markets.

RESULTS/ACHIEVEMENT
-The research and evaluation
are almost done

UNACCOMPLISHED
-The research and
evaluation are almost
done

Work with TCRA to


finish the process of
numbering resources
especially Value
Added Services
(VAS) short codes of
Viettel Tanzania
Work with TCRA to
finish the process of
numbering resources
especially national
Signaling Point
Codes (SPC)of
Viettel Tanzania
Research and

-Payment completion of the


registration fee for numbering
resources of VAS services for
Viettel Tanzania. Here we paid
seventy-seven thousand three
hundred eighty and zero cents
only USD (77380.00), For
-Payment completion of the
registration fee for national
Signaling Point Codes (SPC)
for Viettel Tanzania. Here we
paid Four thousand and zero
cents only USD (4000.00), For
2 Signaling points
-The research and evaluation

-Waiting the TCRA to


provide us with the
certificates for
confirmations of
registration of
numbering resources of
Viettel Tanzania
Waiting the TCRA to
provide us with the
certificates for
confirmations of
registration of national
Signaling Point Codes
(SPC)of Viettel Tanzania
-Not officially signed
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evaluate Content
Service
Providers(CSP)
Tanzania markets

almost done, and already


selected some of Content
Service Providers (CSP) to
work with us and currently we
are in conversation and
agreements on how we are
going to cooperate.

any contract or
agreement for
cooperation

Table 3. Tasks given, the achieved results and unaccomplished in probation period.

SECTION: FIVE
CONTENT OF THE SUBJECT
5.1 Reason for choosing the subject.
Initially Telecommunication industry in the world aimed at providing voice services, text messages services such as SMS (Short
Messages Services) and fax services but as the years passed the mobile users ,average revenues per user(ARPU) remains stagnant and
sometimes decline, this is because of these factors there was no anything special to make mobile users to use their devices apart from
calling through voice and texting through short messages services(SMS), increase in the number of mobile operators that led to the
competitions between mobile operators over the customers. In recently years due to the technology advances and advancement of
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telecom devices the mobile operators and content providers started to innovate various services in accordance to handset technology that
will increase the satisfactions of subscribers and increase the companys revenues. These new services are termed as Value Added
Services.
More formally Value Added Services refers to non-core services which are offered to the customers apart from the core or basic services
being offered, such as voice calls and fax transmission. VASs are constantly evolving with the introduction of new mobile applications
beyond the basic services, i.e., voice and text messaging (short message service-SMS). Technologically, VAS are mainly based on three
different delivery platforms: SMS, interactive voice response (IVR), and Wireless Application Protocol (WAP) Portals. 1 Each VAS has its
own
Characteristics and relates to other services in a unique way.
VAS services must have at least one these components are (1) a content/application owner who develops and owns the original
copyrighted contents and applications that are provided to the customers as VASs, (2) aggregators aggregate contents and aggregate the
application from the owners (or smaller boutiques) and distribute an application adapted to suit the customers needs while also
managing IVR, quality control, billing, and accounting for the aggregated contents and applications, (3) Software developers develop the
applications (including in-house quality checks and integration with third party developers for parts of the complete process), and
(4) Technology enablers who provide a platform that connects to the network and acts as a bridge between the aggregator and the
network operator.
In response to markets changes of VAS services and customer needs, VAS services can be grouped into two main groups as follows;
Post-sale VAS like ringtones, mp3s, wallpaper and similar digital content is on the decline. Consumers typically turn to walled-garden
content providers like Apple and Android application and media stores purchased directly to their devices using their respective accounts,
though most telecoms offer digital content marketplaces on their websites (including affiliate links to application stores). Post-sale VAS
can only be offered to existing customers, and dont really make a compelling value proposition to join or stay with a carrier.

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Pre-sale, subscription based VAS hold much more opportunity. These are highly marketable differentiators that move telecoms from
being just a bit pipe, add value to customers and are much easier to deploy than a branded content marketplace.
5.2 Basis for writing about the subject.
From the previous discussion it has been reveled that Value Added Services are the ones that adds values on the core services so as to
increase customer satisfaction, attract new customers, as a result increase the average revenues per user (ARPU). Thus, it is vivid that
value added services have came into field of telecoms industry to address these issues;
Revenues saturation of Core services such as Voice, sms, fax , it has been observed that revenues due to core service will come to its
saturation, since customers get tired with the normal services, so there is a need to have new service to increase revenues,
Requirements to attract new subscribers and retain old ones, as the time goes the customers seems to get exhausted with the services that
provided by the service providers, so they either tend to stop from using the services or shifting from one operator to another, for that
reason operators need to have services that will make the her customers to be tireless of the services and to attract new customers.
Consumers are smarter and having more requirements, as the advancement of technology and technological improvement in handsets,
consumer needs services that will comply with the technology found on their handset, thus services providers needs to produce services
in accordance to handset technology.
Telecommunication sector is growing very fast so mobile devices have more features by time. As the telecoms devices manufacturers
keeps on advancing their products, the services providers must make sure that there will be no gap between the services they provide and
the devices used.
Facing the reality that, mobile revenues is in down trend; due to the sense that, increase of competition between the operators over the
customer and market, makes in each day the operators to innovate new services and the one who seems to have poor services her
revenues will fall.
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Therefore, For any new mobile service operators like Viettel Tanzania that enters the market and needs to compete with the already
established ones, it needs to have a special functional department that will play a role of researching, surveying the market, planning and
implementing various services that will address the above issues so as to attract users, increase the company revenues just mentioning a
few, this department is called VAS department.
VAS department at Viettel Tanzania has three major building blocks, namely;
i.
ii.
iii.

VAS services
Content Service Providers(CSP)
Numbering Resources.

i.

VAS services

VAS department at Viettel Tanzania Limited deals with Implementation of VAS business, through observing the market of VAS
mainly in the Tanzania markets such as Utility services, content services, 3G services, Lucky game services, mobile commerce and
social network services. To plan on how to reach our company goals, strategies to be used, policies regarding to VAS and which
resources will be used; Researching on which services are mostly needed by that time by the customers, development of the
programs and platforms that will provide the researched needs and finally the deployment of the VAS services; Implementation of
mobile money service by observing the markets of it, planning on how to will provide a service, come up with strategies of
implementing it, policies regarding to the service and which resources will be used.

ii)

Content Service Providers

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Here the department deals with Identifying cooperation regulations and the roles played by the Content Providers/service in the VAS
market, through to seeing and sorting out the services that will be produced by a company and services that a company will
collaborate with third parties to enhance the VAS services
iii)

Numbering Resources.

Numbering of resources in telecoms companies meaning that defining numbering plans and dialing plans in determining the user
friendliness of a given system. In which numbering plans deals with rules for formatting and allocating numbers while dialing plans
deals with rules for using numbers to make calls.
Here the department deals with Identification of the VAS services, and their codes (VAS CODES) in accordance to the Tanzania
Communication Regulatory Authority (TCRA) for various services so to enable usability and accessibility of our services;
Identification of service providers; TCRA provides a unique codes to every telecom company that operate in Tanzania so as to
remove the issues of overlapping the operators identity.
Numbering is divided into various categories including subscribers numbers, prefixes for network, service numbers, VAS CODES,
etc
Functionalities of numbering the resources are as follows; Enable interactive functions such as register/cancel/modify service, service
usage, customer care, return processing results, voice/sms and second role is to identify the function by identifying the number code
to be correspondent service.
Apart from the roles performed by the VAS department, there are goals of it that need to be undertaken as follows;

26

i.

To be the biggest pioneers in VAS and Mobile Money services in Tanzania telecommunication industry. The department plan to
provide the best services regarding to the VAS and Mobile Money services so as to be the best company compared to other

ii.

companies.
Understanding the customer requirements in terms of how simplest the service is usable, the charges of the services, and the

iii.

availability of the services according to the geographical location, time.


To be the master in technology, here the department aims to be the most innovative and creative in the area of technology so as to

iv.

cope with the changes of the world technology in VAS market.


To have larger number of VAS users compared to our competitors and continuing to be the best developers of VAS in the
Tanzania markets.

Finally we learned the department units of VAS; here our department seems to have three units namely,
VAS business unit, which deals with management of all utility VAS services without via voice,SMS,USSD,Data channel prepare
business plan of VAS services, implement VAS business such as promotion advertisement etc ,Second unit is Content business unit
which deals with manage all VAS services with content via voice SMS, USSD, Data channel, product content including
text,image,audio,video,tv, corporate with content provider to get diverse content etc and third unit is Ecommerce unit which deals with
to prepare the business plan of mobile money services, implement mobile money business such as promotion, advertisement, manage
distribution channel of mobile money services etc

5.3 Method for study.


Reading the training documents.

27

The study was conducted through various documents provided to us from our departments that have some informations regarding to
VAS services in Tanzania market. The study mainly based on the services and products, the number of subscribers, terms and conditions,
products fees, advantages and disadvantages of each services
Surveying the market
Apart from reading the documents for VAS services, I conducted a survey to get more informations relating to VAS services market in
Tanzania, based on surveying the market I used various ways such as Interviews, questionnaires,
Interviews
Here I conducted an interview though was not officially, I contacted my local staffs and others colleagues and tried to ask some questions
regarding to the VAS services provided by other telecoms companies such as Tigo, Vodacom, Airtel, here I needed to know the
advantages and disadvantages of their services and what they need.
Questionnaires
I conducted a survey using questionnaires approach among the subscribers to know the customers satisfaction on VAS services. Here I
had to keep the questions easily communicable and recordable. In order to make an uncomplicated yet effective questionnaire I consulted
with the head of department and prepared the questionnaire.
Web data collection
Here I had to pass through various web sources for collection of data about the services and products, the number of subscribers, terms
and conditions, products fees, advantages and disadvantages of each service. The website mainly I used to search the informations were
operators websites such as Vodacom, Airtel, Tigo and the government website specifically Tanzania Communication Regulatory

28

Authority (TCRA), lastly I checked the informations of services, products and cooperation regulations from content service
providers(CSP) especially the big ones such as Spice, Starfish, Push Mobile etc .

5.4 Outcomes of surveying the market


After using the above methods for studying the market, it is observed that among the competitors, Vodacom has many numbers of Value
Added Services about 15 services, followed by Tigo with about 14 services and lastly is Airtel with about 12 services. Also from the
critical analysis I found there are many services that are common to all operators but there are small differences in service name, fees,
terms and conditions, lunching date, service codes, registration and cancellation, etc. From the surveying I tabulated some results
obtained by comparing the VAS services of competitors as follows

OPERATOR
CATEGORY

VODACOM
NO
1

1
:CONTENTS
SERVICES

SERVICE AND
DESCRIPTION
CRBT
Service name
Logo

Service Description

AIRTEL

TIGO

Caller tune

Hello tune

Tigo beatz

Vodacom Caller Tune is a


Vodacom value added service
that enables customers to
29

Use the language of music


to express yourself before
you answer a call, by

TIGO BEATZ!! It's the tune that a


the boring traditional ring sound!!

subscribe and set their favorite


tones as ring back tones (RBT)
to be heard by their caller

General Terms

* The Caller Tune service will be


available to all Vodacom Prepaid,
Post-paid and Hybrid Subscribers
at the same pricing.
* Customers will provision,

30

connecting to the Airtel


Caller Tunes.
*Airtel Caller Tunes is a
personalized service,
which allows you to
choose a song for your
callers to hear before you
pick up a call, replacing the
standard boring
monotonous ringtone.
*This service will allow
you to choose any of the
following genres or
music categories; Hip Pop,
Rhythm and Blues (R&B),
International and Local
Music, Gospel Music or
Reggae.
*The Airtel Caller Back
Ring Tone menu allows
you to browse to select
your preferred tune, copy
a tune from a friend,
manage your account or
ask for help

Service Prices

Short code
Customer channel
Registration/cancellation
instruction

activate and manage the Music


Service via various channels:
IVR, SMS, Copy feature and
Through Customer care interface.
* Separate SMS notifications will
be sent to customers upon
successful subscription, prior to
automatic subscription renewal,
upon renewal and upon expiry of
subscription.
* The Caller Tune service will not
be accessible when the customer
is roaming outside Tanzania.
* Music Radio customers will be
charged TZS 19.47
(Inclusive of all taxes) per minute
for all calls made to the IVR
number. Customers will be billed
on a per minute basis for all calls.
Subscriber fee: TZS 30/day
Download/renew fee:
TZS400/Month
15577
IVR AND SMS
*IVR Channel: dial 15577 and
follow instructions.
*SMS Channel:
+Registration: send SUB to
15577
Cancellation: send UNSUB to
15577

31

15578
IVR AND SMS
*IVR Channel: dial 15578
and follow the instruction.
*SMS channel:
+Registration: send SUB to
15578
+cancellation: send UNSUB
to 15578
-to copy someones song
press (*)

*IVR dialing through 15007 or 15050


*Download fees: TZS 150 per song pe
*No daily fee
15050 or 15007
IVR AND SMS
*IVR Channel: dial 15050 or 15007 a
*SMS channel:
+Registration: send Tigo beatz code to
+cancellation: send the word ONDOA
unsubscribe
-To copy someones tune press (*)

Advantages

Disadvantages

*Free to call to IVR.


*All download/copy operations of
CRBT song are done via USSD
channel so it's easy to use.
*Customer can only browse
CRBT songs via IVR channel so
it's difficult to select a favorite
CRBT song.

Caller RBT Service


Service name
Logo
Service Description
General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction
Advantages
Disadvantages

Mobile Newspaper Service


Service name
Logo

Breaking News

Mwananchi News Updates

32

News SMS service

Service Description

General Terms
Service Prices

*A service eanble you to get


reliable news directly onto your
phone from mwanachi
commuinication LTD.
Another Vodacom exclusive.
This service is accessed by
Vodacom subscribers only.
'- Subscriber fee: TZS 150/Day.

Short code
Customer channel
Registration/cancellation
instruction

15569, *149*01#
SMS
* SMS Channel:
+ Registration: Send HABARI
OR NEWS to 15569
+ Cancellation: Send STOP to
15569

Advantages

* It saves time and money,


instead of a customers goes
around searching for newspaper
updates he/she get them on their
mobile phones

Disadvantages

* Higher service charges, thus


customers do not join.

Infotainment Service

33

*Get alert on all the latest


international and national
news as soon as they
happen; directly on your
phone.
Service charge fee: TZS
120/Day.
*149*37#
USSD
- USSD Channel:
+ Registration: Dial
*149*37# and get the USSD
Menu that will either enable
you to subscribe or get other
informations, and once you
subscribe you will get a
conformation SMS
+ The service runs on autorenewal
* It saves time and money,
instead of a customers goes
around searching for
Mwananchi newspaper
updates he/she get them on
their mobile phones
* Higher service charges, thus
customers do not join.

Service charge fee: TZS 99/Day.

15501
SMS
* SMS Channel:
+ Registration: Send GUARDIAN OR
+ Cancellation: Send STOP to 15501

* It saves time and money, instead of a


newspaper updates he/she get them on

* Higher service charges, thus custom

Portal via USSD/STK


Service name
Logo

Service Description

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Vodacom Flava

Magic Number

A service enables you to stay up


to date with the latest trends.Get
breaking news for both local &
intenational,entertainment.lifestyl
e,love tips,religious quotes and
soccer updates.
This service is accessed by
Vodacom subscribers only.
Service charge fee: TZS
150/SMS.
*149*01*62# OR 15500
USSD, SMS
* USSD channel: Call
*149*01*62# and get the USSD
Menu that will either enable you
to subscribe or get other
informations.
* SMS Channel:
+ Registration: Send ON OR
WASHA to 15500
+ Cancellation: Send STOP to
15500.

Subscribe fee :Free

*148*00#
USSD
* USSD Channel:
+ Registration: Dial *148*00# and ge
or get other informations,and once you

Advantages
Disadvantages

Islamic Portal
Service name

Vodacom Flava

Ramadhani Bouquet

34

Islamic Portal

Logo

Service Description

General Terms
Service Prices

Short code
Customer channel
Registration/cancellation
instruction

A service enables you to stay up


to date with the latest trends.Get
breaking news for both local &
intenational,entertainment.lifestyl
e,love tips,religious quotes and
soccer updates.
This service is accessed by
Vodacom subscribers only.
Service fee: Free when using
*149*01# But when using
*149*01*62# the service fee is
TZS 150 per SMS
*149*01*62# OR *149*01#
OR 15500
USSD, SMS
* USSD Channel:
+ To use the service: Dial
*149*01# and get the USSD,
Then choose a number from the
USSD menu that relate to your
choice. OR Dial *149*01*62#
and follow the instructions.
*SMS Channel:
+ Registration: Send ON OR
WASHA to 15500
+ Cancellation: Send STOP to
15500. Send the word
RELIGION which is name of the
service followed by word OFF to

35

A service enables Tigo customers l


sheikh for spiritual advice.

'- Subscriber fee: TZS


153/Day

15322

* Subscriber fee: TZS 1/Sec on the 1s


from 6AM-5:59 PM. FREE from 10:0
100
*Download/Renew fees: TZS 500 for
91904444 ,*148*01#

SMS
SMS Channel:
+ Registration: Send
RAMADHANI to 15322
+ Cancellation: Send STOP
to 15322

IVR, USSD
IVR Channel:
+ Registration: Dial 091904444
+SMS Cancellation: Send ONDOA to
Channel:
*148*01# and get the USSD menu the

Advantages

Disadvantages

Christianity Portal
Service name
Logo

Service Description

General Terms
Service Prices

the short code 15500


*Customers have many access
channels to access a service such
as USSD and SMS, so depends
on which channel a customer
chooses.
*High service charges
*Service does not provide many
options as Airtel service
(Ramadhani bouquet) and Tigo
service, since it provides only
quotes

Vodacom Flava

A service enables you to stay up


to date with the latest trends.Get
breaking news for both local &
intenational,entertainment.lifestyl
e,love tips,religious quotes and
soccer updates.
This service is accessed by
Vodacom subscribers only.
Service fee: Free when using

36

*Customers get various


Islamic services such as
DUA, KURANI,
MAWAIDHA, ON THIS
RAMADHANI DAY,
TARAWEEH SALAT
*High service charges.

*It is good for those who dont know


through voice where a customer listen
for spiritual advice.

No such service

Christianity Portal

*Higher service charges, for download


customers to afford it

You can listen to the service from d


favorite artists and get spiritual adv

* Subscriber fee: TZS 1/Sec on the 1s

Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

*149*01# But when using


*149*01*62# the service fee is
TZS 150 per SMS
*149*01*62# OR *149*01#,
15500
USSD, SMS
* USSD Channel:
+ To use the service: Dial
*149*01# and get the USSD,
Then choose number 1 then
number 6 then number 6. OR Dial
*149*01*62# and follow the
instructions.
*SMS Channel:
+ Registration: Send ON OR
WASHA to 15500
+ Cancellation: Send STOP to
15500.
Send the word RELIGION which
is name of the service followed
by word OFF to the short code
15500
*Customers have many access
channels to access a service such
as USSD and SMS, so depends
on which channel a customer
chooses.
*Service does not provide many
options as Tigo Christianity
portal; this service provides only
Christianity related tips.

37

from 6AM-5:59 PM. FREE from 10:0


100
*Download/Renew fees: TZS 500 for
91905555 , *148*01#

IVR, USSD
*IVR Channel:
+ Registration: Dial 091905555
+SMS Cancellation: Send ONDOA to
Channel:
dial *148*01# and get the USSD men

*Customers get to listen to the service


favorite artists and get spiritual advice

*Higher service charges, for download


customers to afford it.

Agriculture information
service
Service name
Logo

Service Description

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

1.Kilimo Klub

1.mKilimo(mAgri)

*With this service,farmers get an


opportunity to sell and buy
commodities,searching for
farming related jobs and
importantly get daily market price
updates for FREE.
This service is only for Vodacom
subscribers only.
*Subscriber fee: FREE
*149*01#
USSD
* USSD Channel:
+ Registration: Dial *149*01#
and get the USSD, and select
Kilimo Klub

*With this service, farmers get an


opportunity to sell and buy
commodities, search for farming
related jobs and importantly get
daily market price updates.
*Service is free, thus all
customers can access it
- A service does not provide
informations like weather,

38

*149*50#
USSD
* USSD Channel:
+ Registration: Dial
*149*50# and get the USSD,
Then choose number the
number of your choice from
the USSD menu
* For any user it is easy to
use, Since the service use
USSD format which is easy
to use.

*Service provides only the


tobacco related informations

Tigo Kilimo

*Subscriber fee: FREE


*148*14#
USSD
* USSD Channel:
+ Registration: Dial *148*14# and ge
agriculture tips on Maize, Rice, and C

*Since the service channel is USSD, t


*This gives Tigo a higher penetration
with basic, but essential information v

* If the customers do not have airtime

but not all agriculture crops


informations

Service name
Logo
Service Description
General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Advantages

2.mFarming(mKilimo)
This service is only for Vodacom
subscribers only.
*Subscriber fee: FREE
*149*50#
USSD
* USSD Channel:
+ Registration: Dial *149*50#
and get the USSD, Then choose a
number of your choice from the
USSD menu
*Through this service Farmers
can access real-time information
on weather forecasts, crop and
livestock management tips
including advice on topics such as
pests and disease treatment.

Disadvantages

2.AMIS TZ Tobacco Mobile

*154*45#
USSD
* USSD Channel:
+ Registration: Dial
*154*45# and get the USSD,
Then choose number the
number of your choice from
the USSD menu
* For any user it is easy to
use, Since the service use
USSD format which is easy
to use.

*Service provides only the


tobacco related informations
but not all
agriculture crops
informations

39

2. No such service

Career informations
service
Service name
Logo

Service Description

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Sokoni/Vodacom mAgri

Airtel Classifieds

With sokoni,customer have an


inclusive market place service on
the palm of your hands to do the
following
-Buy,sell or rent property(house)
-buy,sell cars
-buy or sell
mobiles(nokia,samsang etc)
-search Job
This service is only for Vodacom
subscribers only.
'- Subscriber fee: FREE , Service
fee: TZS 65/ Day
*149*01*65# OR 149*01#
USSD
* USSD Channel:
+ Registration: Dial
*149*01*65# and get the USSD,
Then choose number 1 from the
USSD menu then continue with
the selection.
+ Cancellation: Dial
*149*01*65# and get the USSD,
Then choose number 1 from the
USSD menu then continue with

Airtel Classifieds is a
service that will give you:
-Alerts on Jobs
-Alerts on car for rent or
sale
-Alerts on house for rent or
sale

40

- Subscriber fee: TZS 62/Day


*149*12#
USSD
* USSD Channel:
+ Registration: Dial
*149*12# and get the USSD,
Then choose number 1 from
the USSD menu, then select
the items that you want to be
alerted on.
+
Cancellation: Dial *149*12#
and get the USSD, Then
choose number 1 from the

No such service

Advantages

Disadvantages

Music Radio Service


Service name
Logo

Service Description

General Terms
Service Prices

the selection finally select


STOP.OR Dial *149*01#. then
receive USSD the choose 3 then
choose number 5
*It saves time and money,
meaning that instead of customers
to travel from one place to
another searching for market
service, now through this service
customers can buy and sell
through their mobile phones
*It helps job seekers to get the
informations anytime and
anywhere with a low fee.

USSD menu, then select


STOP from the menu.

*Customers get Alerts on


Jobs, Alerts on car for rent or
sale, Alerts on house for rent
or sale via this service
* A service is simple to use
and straight to the point.
Since it uses USSD Channel
where you simply dial
*149*12# and select the
items that you want to be
alerted on

* High service fee, If happen you


join to all services found on
sokoni, you will be charged per
service but not for portal. Thus
incur much cost
Vodacom Music Radio

Vodacom gives you any music


you want any time at only
19Tsh/= through music radio
service
This service is only for Vodacom
subscribers only.
'- Subscriber fee: TZS 30/Day.

41

Airtel Flava

No such service

Short code
Customer channel
Registration/cancellation
instruction

Advantages

- Download/Renew fees: TZS


19/Minute
*149*01# , 15600
USSD , IVR
IVR Channel: Dial 15600 and
follow instructions;
* USSD Channel:
+ Registration: Dial *149*01#
and get the USSD, Then choose
number 1 from the USSD menu
then choose 6. then choose
number 11
* Customers enjoy a range of
music tracks at any time from
their mobile phones.
*Customers have many service
access channels such as IVR and
USSD

0901000000
IVR
IVR Channel: Dial
0901000000 and follow
instructions;

*it provides customers with a


range of services.

Disadvantages

SMS Information Service


10

Service name

Peruzi

No such service

42

Dondoo

Logo

Service Description

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

*Peruzi enable you to receive


news updates covering all topics
from celebrities lifestyles, politics
,business,gossip and more form
all websites and news media
across the web through SMS on
your mobile device.
This service is accessed by
Vodacom subscribers only.
*Subscriber fee: TZS 50/Day
15368
SMS
*SMS Channel:
+ Registration: Send PERUZI to
15368.
+ Cancellation: Send ONDOA to
15368
*It saves time and money, since a
service enable all subscribers to
get informations covering all
topic from celebrities, lifestyles,
politics, business, sports, gossip
and more from all websites and
news media across the web
through SMS on their mobile
device
*The service fee is high as

43

*Subscriber fee: TZS 125/Day


15519
SMS
*SMS Channel:
+ Registration: Send a name of a serv
+ Cancellation: Send UNSUB/ONDO

*Customers remain update with variou

*The service fee is high as compared t

compared to the economic status


of Tanzanian, Thus only few
customers can use the service

12

SMS Forum Service


Service name
Logo

Service Description

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Advantages

Jamii SMS

customers can use the


accessing a service is SMS which is d

No such service

-Vodacom enable you to be the


first to get news,updates via SMS
from Jamii forum.
This service is accessed by
Vodacom subscribers only.
*Subscriber fee: TZS 150/Day
15346
SMS
*SMS Channel:
+ Registration: Send JF to 15346.
+ Cancellation: Send UNSUB to
15346
*It saves time and money, since a
service enable all subscribers to
get informations covering all
topic from JAMII FORUM such
as celebrities, lifestyles, politics,
business, sports, gossip and more
from all websites and news media
across the web through SMS on
their mobile device instead of
going to the internet and

44

No such service

Disadvantages

13

14

Mobile Update News


Service name
Logo
Service Description
General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction
Advantages
Disadvantages

Mobile Business
Consultancy Service
Service name

searching the informations from


JAMII FORUM
*The service fee is high as
compared to the economic status
of Tanzanian, Thus only few
customers can use the service.
*It gives informations from only
one forum particularly JAMII
FORUM.
MobiNews

No such service

No such service

Tigo Biashara/ Tigo Business

Logo
Service Description

Tigo Biashara is a first-of-its kind e


introduction on how to start and gr
owners and narrated lessons you w
45

running a business. You will cover


tell people about your business and

At the end of the course, you can a


General Terms
Service Prices

Service fee:
lessons are free of charge.
+For additional lessons, you can buy
*148*33#
USSD
* USSD Channel:
dial *148*33# and get the USSD men
registered.
* Provisions of business education thr
*It is cheap because it can accessed b
there is no subscription fee
*No customer inquiry service

Short code
Customer channel
Registration/cancellation
instruction
Advantages

Disadvantages

15

Medical/Health service
Service name

1. Simu dokta
Health Insurance

Logo

Service Description

46

2.

No such service

Tigo Bima
(1:Pona na Tigo bima

General Terms
Service Prices

Short code
Customer channel
Registration/cancellation
instruction

Advantages

*Subscriber fee: FREE

For Simu Dokta 15442 ,


For Health Insurance *150*57#
SMS for Simu Dokta and
USSD for Health Insurance
*SMS Channel:
+ Registration: Send word
AFYA/HEALTH to 15442
+SMS Cancellation: Send
ONDOA/STOP to 15442
* USSD Channel:
+To use the service : dial
*150*57# and get the USSD
menu then choose number 2 then
continue with instructions
*customer can get all
informations relating to health
services and insurance

Disadvantages

47

*For Pona na Tigo Bima the payment


*For Farijika na Tigo Bima the payme
pesa agent and the customer should pa
he/she is using
*148*15#
USSD

* USSD Channel:
+Registration : dial *148*15# and ge
instructions.
*148*15# then choose number 5 and f

*Customer can get all informations re

16

Football Information
service
Service name
Logo

Service Description

General Terms

Service Prices

1.Vodacom Kabumbu

Vodacom Kabumbu is a
service that enables customers
to get live football prompt
updates, news and gossips.
The service can be accessed
to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers
*Subscriber fee: TZS 19/Minute

48

Airtel football

No such service

Short code
Customer channel
Registration/cancellation
instruction

when calling the code 15369.


*Daily subscription will cost TZS
50 for each Team Pack
*The above charges are inclusive
of taxes.
*The customer will receive a
message notifying him/her of the
charging done
15369 , *149*01#
SMS, USSD
* Send keyword VPL to 15369
* On calling the short code
15369, the customer will be able
to listen and subscribe the team
pack desired.
* On sending SMS, customer will
send desired pack name to
15369 to subscribe to the service.
These pack names (keywords)
are ARS (Arsenal), CHE
(Chelsea), MU(Manchester
United), LIV (Liverpool),
FCB(Barcelona), RM(Real
Madrid) and GOAL (The general
pack ,for the other teams).
* VPL pack consist of all local
team under Vodacom premier
league from match scores, gossip
and news
* On confirming, the subscriber
will receive an SMS with
subscription, Charging details as
well as details on how to

49

*Subscriber fee: TZS 10/Day

15033
SMS
KEYWORDS(ARSArsenal ,FCB-for
barcelona,MU-machester
United)
- SMS Channel:
+ Registration: Send
KEYWORD to 15033.
+ Cancellation: Send STOP
to 15033.

Advantages

Disadvantages

17

Service name

unsubscribe from the service.


USSD Channel: Dial *149*01#
and get USSD menu then choose
number 2 then number 5 then 10
*Customers remain updates to
various informations relating to
football
*it is
to access the service, since a
service has got two access
channels such as via USSD, and
SMS
*This service is not available to
roaming customers.

2. Global Sport(Michezo
Kiganjani)

50

*Customers remain updates


to various informations
relating to football

*This service is not available


to roaming customers.

2. No such service

2. No such service

Logo

Service Description

For 150Tsh/=, vodacom enable


you to get football results from
both vodacom league and british
league direct in your mobile
phone.

General Terms

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

Service Prices
Short code
Customer channel
Registration/cancellation
instruction

- Subscriber fee: TZS 50/Day.


15778
SMS
* SMS Channel:
+ Registration: Send SPORT to
15778
+ Cancellation: Send STOP to
15778

Advantages
Disadvantages

51

LIVE LIKE A STAR


Service name
Logo

Ishi Kistaa

No such service

Service Description

Ishi Kistaa gives you that one in a


life time opportunity to meet your
favourite star. Subscribe to get a
chance to meet, mingle and live
like a STAR
-You will get 3 updates during a
week about a star
-Answer 1daily question to stand
a chance to win your experience
and live like a star. The faster you
answer, the more your chances

General Terms

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

Service Prices
Short code
Customer channel
Registration/cancellation

Subscription fee: TZS 99


15670, *149*59#
SMS, USSD
* SMS Channel:

52

No such service

instruction

Advantages

Disadvantages

+ Registration: Send STAA


/STAR to 15670
+ Cancellation: Send STOP to
15670
*USSD Channel: Dial *149*59#
and get USSD menu then follow
instructions
-People get an opportunity to
know various life issues of
celebrities
-People get a chance to meet up
with stars they like
-it is like a promotions
-people do not know exactly what
the service min

Football vote service


Service name
Logo
Service Description
General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction
Advantages
Disadvantages
Service name
Football Bet service
Service name

1.

M-Bet

53

Logo

Service Description

General Terms

Service Prices

Short code
Customer channel
Registration/cancellation
instruction

-M-BET provides easy access


to sports betting via customer's
mobile phone electronic
wallet,
The service can be accessed
to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers
It is free during the subscription
but you make payment through
M-pesa depending on you betting
price
*149*19#
USSD
* USSD Channel:
+ Registration: Dial *149*19#
and get the USSD, Then choose
number 3 from the USSD menu
then continue with your choices
-after selection then make
payment through M-PESA by
dialing *150*00# and choose
payments, then enter your

54

business number
Advantages
Disadvantages
2:UTILITY
SERVICES
1

Call Me Back/Please call


Me Service
Service name
Logo
Service Description
General Terms

Tafadhali Nipigie /Please Call


Me
*You can use a service 5 times
per day only.
*You can send the request to any
network within the country

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

'- Service fee: FREE


*140*Subscriber number# ,
*149*01#
USSD
* USSD Channel:
+ To use the service: Dial
*140*subscriber number#, Then
the receiver will receive please
call me message showing your

55

Tafadhali Nipigie/Please
Call Me

Tafadhali Nipigie/Please Call Me

*You can use a service 5 times per day


the request to any network within the

The service can be accessed to a


This service is available to all V
This service is not available to

'- Service fee: FREE


*140*Subscriber number#

USSD
* USSD Channel:
+ To use the service: Dial *140*subsc
message

Advantages

Disadvantages

Please Recharge Me
Service
Service name
Logo
Service Description

number Or dial *149*01# then


receive the USSD code menu
then choose number 6 then
number 2
*Since a service is free,
customers can use it regardless
he/she has a no any airtime
credits in account.
*It helps when a customer got a
problem and needs assistance
from somebody.
*A few number of SMS provided
to the customer when using a
Service, since a can send 5 please
call SMS per day only.

Tafadhali Niongeze Salio/Please


Recharge Me

*Since a service is free, customers can


account.
*It helps when a customer got a proble

*A few number of SMS provided to th


call SMS per day only.

No such service

Naomba Salio/Please Recharge Me

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

General Terms

*The service is only for Vodacom


to Vodacom network

The service can be accessed to a


This service is available to all T
This service is not available to

Service Prices
Short code

'- Subscriber fee: FREE


*142*subscriber number# OR

'- Subscriber fee: FREE


STK

56

Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

Credit Advance Service


Service name
Logo
Service Description
General Terms

*149*01#
USSD
* USSD Channel:
+ To use the service: Dial
*149*01# and the USSD, Then
choose HUDUMA from the
USSD menu then choose the
service you need, finally enter
the number of the receiver
*Since a service is free,
customers can use it regardless
he/she has a no any airtime
credits in account.
*It helps when a customer get a
problem and needs airtime from
somebody.
*A few number of SMS provided
to the customer when using a
service, since you can send 5
please call SMS per day only.

STK
*STK Channel: If you get problem on
Tigo Sim Card, to get the service just
services, then please recharge me.

*Since a service is free, customers can


account.
*It helps when a customer get a proble

*A few number of SMS provided to th


please call SMS per day only.

Nipige Tafu

Daka Salio

Tigo Niwezeshe

*You can use your Nipige Tafu


loan as normal airtime.
*You can make local and/or
international calls, send SMS, buy
bundles etc.

*To be eligible for this


service you need to have been
an Airtel Subscriber both
prepaid and postpaid for at
least 3months. In addition,
you have to be a loyal and

*Any Tigo customer who has at least


*Minimum usage of at least 250Tsh
*With no outstanding balance in Niwe
Customer will be deducted TZS 350 u
*For Niwezeshe Dakika, the lent minu
recharge through: Scratch card, Balan

57

*Prepaid and prepaid hybrid


customers such as Vodajaza
customers are eligible for Nipige
Tafu loans Customers who have
not cleared their previous Nipige
Tafu debts will not qualify for a
new debt until the old one is
cleared.
*A subscriber must have 100 Tshs
or less in his account to qualify
for a Nipige Tafu loan.
*Repay within 3 days

Service Prices

*Service fee: for loan TZS 200


fee is TZS 20 amount credited to
your account is TZS 180
for loan TZS 500 fee is TZS 100

58

consistent subscriber.
*You can use the Daka
Airtime to call any network,
international calls, to browse
internet
*You cannot use Daka
Airtime to buy any bundles.
*You cannot borrow Credit
Loan more than once without
repaying the first Credit Loan
*You will not be able to
access the Credit Loan
Service until you pay back
the entire amount owed.
*you can only borrow DAKA
SALIO once your balance
drops below TZS 100/=
*You need to have paid your
credit loan within 7days.
Delaying your repayment will
limit you access to the Credit
Loan Service until you pay
back the entire amount owed
and it will adversely affect
your credit rating.
* Any transaction that credits
the main account triggers a
recovery if the subscriber has
a loan
'- Service fee: 10%

Short code
Customer channel
Registration/cancellation
instruction

amount credited to your account


is TZS 400
For loan TZS 1000 fee is TZS
100 amount credited to your
account is TZS 900
*149*01*
USSD
* USSD Channel:
+ To use the service: Dial
*149*12# and get the USSD,
Then choose number 2 from the
USSD menu then choose the
amount of credits you wish to
recharged with

Advantages

Disadvantages

Credit Transfer Service


Service name
Logo
Service Description
General Terms

*149*44#, 15549
USSD ,SMS
'- USSD channel: Call
*149*44# and get the USSD
Menu then choose the
number of the loan you want
to get.
- SMS Channel:
+ Registration: Send an SMS
with the word DAKA to
15549
*

*149*49#, *149*05#, *149*55# pre


USSD, IVR
* USSD Channel:
+ To use the service: Dial *149*49# a

*Tigo Customer Receives instant 240


*No service fee
*Customer can have both Tigo Niwez

*The time provided for


subscriber since he/she joined
a network to be eligible
to use a service is a long time

Hamisha salio

Hamisha salio

The service can be accessed The service can be


to all original mobile handsets. accessed to all original
This service is available to
mobile handsets.
59

Tuma salio

The service can be accessed to a


This service is available to all T
This service is not available to

all Vodacom customers.


This service is available
This service is not
to all Airtel customers.
available to roaming customers This service is not
available to roaming
*The minimum amount you can
customers
transfer is TZS 54
Service Prices

Short code

Customer channel
Registration/cancellation
instruction

*Subscriber fee: FREE


*Service fee: 30% of the
transferred amount from sender
side if the transferred amount is
below TZS 1300, starting from
TZS 1300 to above the service fee
is 40% from the sender side
*141*01*Subscriber
number*amount # when sending
the money
*141*02*number*amount#
transfer confirmation ,
*150*00#(Using M-pesa service)
USSD,
* USSD Channel:
+ Registration: Write
*141*Subscriber number#, then
press OK, finally you will receive
the confirmation message for
transfer that will need you to
enter *141*02* to confirm the
transfer..
+Using M-pesa: Dial *150*00#
the choose number 2 then choose
number 2 and continue until you

60

*The minimum amount you


can transfer is TZS 250
*Subscriber fee: FREE
Service fee: 3% of the
transferred amount from
sender side

*The minimum amount you can transf

*Subscriber fee: FREE


3% of the transferred amount from rec

*150*60#(Using Airtel
Money service),USIM
Toolkit (STK)

*101*receiver number*amount# ,*150

USSD, USIM Toolkit(STK)


* USSD Channel:
+Using Airtel Money: Dial
*150*60# the choose number
4 then choose number 2 and
continue until you transfer the
credits.
*STK Channel: If you get
problem on using channel,
Airtel already set up the
service within all Airtel Sim
Card

USSD, STK
* USSD Channel:
+ Registration: Dial *149*50# and ge
choice from the USSD menu,
Dial *150*01# the choose number 2 th
credits.
channel, Tigo already set up the servic
your phone USIM Toolkit then, choos

Advantages

transfer the credits.


*Enable customers to recharge
each other with airtime.

Disadvantages

*High service fee

Missed Call Alert


Service name
Logo
Service Description
General Terms

Nijulishe aliyenipigia

*Enable customers to
recharge each other with
airtime.
*High service fee

Airtel Missed Call Alert

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

The service can be


accessed to all original
mobile handsets.
This service is available
to all Airtel customers.
This service is not
available to roaming
customers

Service Prices
Short code

'- Service fee: FREE


*149*01#

Customer channel
Registration/cancellation
instruction

USSD
* USSD Channel:
+ To use the service: Dial
*149*01#,Then receive USSD
code Menu then choose number 4
then number

Advantages

*Customers get to know who

'- Service fee: FREE


For subscription 15524, For
activation **62*15524#
SMS ,USSD
* SMS Channel:
+ Registration: Send SUB to
15524.
+ Cancellation: Send
UNSUB to 15524.
* USSD channel: Call
**62*15524# for activation
instructions.
*Customers get to know who

61

*Enable customers to recharge each o

*High service fee

No such service

called them when their phone


were out of coverage, off, and if
needed call them back

called them when their phone


were out of
coverage, off, and if needed
call them back

Disadvantages

Call Waiting Service


Service name
Logo

Call Waiting

Call waiting is a feature


that lets you know when
someone else is trying to
call you when you are
already on a call. You can
answer, reject or ignore
this second call
General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction
Advantages

FREE
STK
STK

-Enable users to switch to


different calls when talking
-Customers get upset when
their calls get hang-up by the
receiver side

Disadvantages

62

Voice Chart and SMS


Chart Service
Service name
Logo

Rafiki Chat

No such service

Voice Chart

Service Description

*A service enable customers to


chat with anonymous friend
without giving out your mobile
number, they are using only IDs

*A service enable customers to chat w


number, they are using only IDs

General Terms

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

The service can be accessed to a


This service is available to all T
This service is not available to

Service Prices

*Subscriber fee: TZS 30/Day.


*Service fee: TZS 19/Minute for
Voice Chart. And FREE for SMS
Chart.
15600
IVR, SMS
* IVR Channel: Call 15600 and
follow instructions.
*SMS Channel: Send word
CHAT to 15600.
+ Cancellation: Send
UNSUB/ONDOA to 15600.

Service fee:
* 1 TZS per s
1st minute on every call from 6 AM t
* FREE from 10:00 PM to 5:59 AM a
* Weekly subscription fee of TZS 100
901901901
IVR, SMS
* IVR Channel: Call 901901901 and f
Channel:
+ Cancellation: Send UNSUB/ONDO

Short code
Customer channel
Registration/cancellation
instruction

63

Advantages

Disadvantages

*Customers create more friends.


*It enhance privacy in which
users use IDs not their numbers
* Many customers fail to know
the meaning of service, since you
may chat while you do not know
each other

Magic Voice Service


Service name
Logo

No such service

*Customers create more friends.


*It enhance privacy in which users use

* Many customers fail to know the me


know each other

Voice Auto Tune

Tigo Magic Voice

Service description

*A service bring about


entertainment where by a
customer voice get
transformed
to be like cartoon, a woman
or King and prank your
friends etc.

*A service bring about entertainment w


to be like cartoon, a woman or King a

General Terms

The service can be


accessed to all original
mobile handsets.
This service is available
to all Airtel customers.
This service is not
available to roaming
customers

The service can be accessed to a


This service is available to all T
This service is not available to

64

Service Prices

Subscriber Fee: TZS


240/Week.

Short code
Customer channel
Registration/cancellation
instruction

0901009911 or *148*81#
IVR, USSD
* IVR Channel: Call
0901009911 and follow
instructions
*USSD Channel: Dial
*148*81#, and follow more
steps.
*Customers get
entertainments by changing
their voices through this
service.

Advantages

Service fee: +The service on Tigo-Ti


FREE
Tsh.2/sec for the whole call.
99 OR SKYPE (0901 65 65 65 )
IVR
* IVR Channel: Call 99 followed by t
*You can call using the SKYPE by dia
background moods to escort your calls

*Customers get entertainments by cha


* A service is cheap; so many custome

* A service is expensive; so
many customers can fail to
afford the service charges.
Disadvantages

SMS Gift Service


Service name
Logo

*Has got problems on security issues,

No such service

No such service

Zawadi SMS

Service description

*Gift SMS allows you to send paid SM


them reply for FREE.

General Terms

The service can be accessed to a


65

This service is available to all T


This service is not available to
Service Prices

*Service Fee: + TZS 60/ message.


+The recipient will receive and respon
15004
SMS
SMS Channel:
your message and send to 15004 follo
what time is the meeting?' and send to
*Customers chart with their loved one
*It is cheap compared to normal SMS
*Customers may get difficult to memo

Short code
Customer channel
Registration/cancellation
instruction
Advantages
Disadvantages
Voice SMS Service
Service name
Logo

No such service

No such service

Tigo Voice SMS

Service description

*It enable customers to SEND a mess


when the called party is busy, switche
freedom of expression (emotions, lang
for both Tigo and non-Tigo subscriber

General Terms

The service can be accessed to a


This service is available to all T
This service is not available to

Service Prices

*Service Fee:
SMS cost Tsh25/SMS only when send
+To listen to the received SMS a servi
+If happen the recipient wants to hear

66

time he/she need to pay TZS 25 for ev


*
IVR
IVR Channel:
followed by any number, e.g. *071380
The voice instructions to send the me
listen the received SMS the recipient
+To listen to the message again, they w
*You can SEND a message with your
switched off or not answered.
get the freedom of expression (emotio
service for both Tigo and non-Tigo su

Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

Phone Backup Service


Service name
Logo
Service description
General Terms

No such service

Airtel Phone Backup


*With Airtel phone back-up,
you can save all you photos,
videos, contacts etc.
*Not all phones are
compatible to the phone
back-up service.
Service fee: FREE
15565
SMS
SMS Channel:
-. Send MYBACKUP to
15565
-. You will receive an SMS to
a link

Service Prices
Short code
Customer channel
Registration/cancellation
instruction

67

No such service

-. Go to the link. You shall be


able to log into Airtel phone
back-up using their phone
MSIDN
-. You shall receive another
SMS with your phone backup password
-. You shall be able to log into
the link with your mobile
number and password and
access your information
* Easily & quickly backup all
your mobile data.
*View, manage and edit all
your data through secure
internet website
*Not all phones are
compatible to the phone
back-up service

Advantages

Disadvantages

SMS Internet Service


Service name
Logo

No such service

No such service

Tigo SMS Internet

Service Description

*Enable customers to browse on the in


are not data enabled or internet enable

General Terms

The service can be accessed to a


This service is available to all T
This service is not available to

Service Prices

Service fee: TZS 97/daily fee unlimi

68

Short code
Customer channel
Registration/cancellation
instruction

15686
SMS
SMS Channel:
a link of your website you want to vis
Gmail.com to 15686.

Cancellation: Send the keyword UNSU


* Customers who do not posses data o
On the internet.
*Service fee is higher, thus many cust
Customers may get difficult to memor

Advantages
Disadvantages

Voicemail Service
Service name
Logo
General Terms

Service Prices

Short code
Customer channel
Registration/cancellation
instruction

Voice Mail

*Service charges: TZS 5 The


same network
TZS 7 with different network,
TZS 132 outside the country.
123
IVR
IVR Channel:
+ Registration: Dial 123 and
follow instructions.
+ Cancellation: Dial 123 and
follow instructions.

69

Voice Mail

Voice Mail

* Service is for both prepaid


and postpaid Airtel
customers.
*The service is automatically
generated in your phone
when using Airtel Sim Card
*Subscriber fee: Vary
depending on the time used to
record

* Service is for both prepaid and postp


*The service is automatically generate

STK
STK
*Service is within the Airtel
Sim Card, No need for
subscription

STK
STK
*Service is within the Tigo Sim Card,

*Subscriber fee: Vary depending on th

Advantages

Disadvantages

3G
SERVICES

Mobile TV
Service name
Logo

*It enable customers to leave a


message using a recorded voice
when the subscriber is not
reachable
* Service charges seems to be
higher, so many fail to use the
service

*It enable customers to leave


a message using a recorded
voice when the subscriber is
not reachable
*Due to the fractuation of
service fee, many customers
do not use it

*It enable customers to leave a messag


reachable

DSTV Mobile

No such service

No such service

Service description

Vodacom customers can watch


up to 13 DSTv channels and a
wide range of videos
anywhere, anytime on their
cell phones.
Channels include Super Sport
Blitz for all sport highlights,
and Super Sport Live 1 & 2 for
select sports events. Channel O
and TRACE Urban bring you
the hottest local and
international music. Keep up to
date with the latest news with
CNN. For the best in kids
70

*Due to the fractuation of service fee,

entertainment there is Cartoon


Network, Boomerang Mobile
and much more
General Terms

*This service is limited to 3G


handsets only. No PCS, laptops
and PC/data modems. Please note
that the service is not accessible
on iPhones, Blackberry as well as
via the Opera Mini web browser.
*Only Customers who are in 3G
network coverage will enjoy
DSTv mobile service. Customers
with 3G Capable handsets but
residing in 2G or Edge network
coverage will not be able to enjoy
this service.
*To access DSTv mobile service
you need to purchase one of the
DSTv bundles, daily, weekly or
monthly depending on your DSTv
bundle preference
*Customers will only pay to one
subscription to a package at a
time. They will be required to repurchase after depletion or expiry
of the bundle.
*This service is available to all
Vodacom Customers in Tanzania
both prepaid and postpaid.
*The service will not be available
for roaming customers.

71

*Customers will have access to


14 channels and 2 video on
demand (VOD).
*There will be 4 free channels for
once off trial. A Customer will be
able to access them on his/her
first visit to DSTv mobile
homepage.
*DSTv bundle purchase will be
charged from IN account.
Service Prices

Short code
Customer channel
Registration/cancellation
instruction

Subscriber fee:
+TZS 1800 for 1 day with 60MB
and watch 12 channels+2VOD.
+TZS 9500 for 7 days with
180MB and subject to change and
increase.
+TZS 19000 for 30 days. With
900MB and watch all channels
+ any VOD. +FREE 1 day for
first subscription, get 20MB and
watch 5 channels only.
wap.vodacom.co.tz
WAP LINK
*WAP Link Channel:
+Step 1 Go to wap.vodacom.co.tz
+Step 2 Click on the DSTv
Mobile icon
+ Step 3 Select the watch now
link and follow subscription
steps, At the end you will receive
the message for either
subscription successfully or

72

Advantages

Disadvantages

unsuccessfully
*Enable mobile users to watch
DSTV channels anywhere any
time provided there are bundle
and network coverage
*The service is selective in
technology, devices and location,
meaning that only handset with
3G capability will be able to
access the service, also the
PCS,Laptops,iPhones,Blackberry,
opera min web browser cannot
access it and it is not accessible
for roaming customers.
*There are few channels that
found within a service, only 14
channels.
*you cannot use normal bundles
for accessing the service, only
DSTV bundles are capable of
accessing it.
*Complications on purchasing a
bundle. To purchase the DSTV
bundle you need to have enough
IN account if you do not have IN
account you will not be able to
purchase the bundle

73

Infotainment Service
Portal
Service name
Logo

Service description

General Terms
Service Prices

Short code
Customer channel
Registration/cancellation
instruction

1.Simu TV

No such service

*Enjoy video clips from your


favorites channels sent directly to
your internet enabled mobile
phone with streaming capability
through this service
*Only internet enabled mobile
phones can access a service
Subscriber fee: TZS 300/Day,
TZS 1700/Week, TZS
5500/Month
*USSD, WAP LINK
SMS
*USSD Channel: Dial *149*01#
and get USSD menu then select
number 2 then choose number 7
then choose number 2 and
continue to follow the
instructions.
*SMS Channel: Send a word TV
to 15367 and follow instructions.
*WAP LINK: Visit mobi.simu.tv
and follow the instructions

74

No such service

Advantages

Disadvantages

* Customers have many channels


to access a service such as WAP,
SMS, and USSD.
*Customers enjoy a range of
video clips from various channels
through their mobile phones
*Higher service fee

Service name
Logo

2. Vodacom Live

Service description

*This portal contains


Music,Sports and News,Social
Network, Wallpapers,Vodacom
TV,Instant Messaging,Buying
Videos and Audio Services.

General Terms

The service can be accessed


to all original mobile handsets
that have internet access
enabled.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

Service Prices

Subscriber fee: 200/one service


download

75

No such service

No such service

Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

Music Service Portal


Service name
Logo

Service description

m.vodacom.co.tz
WAP LINK
WAP LINK Channel:
+Enter the WAP link
m.vodacom.co.tz,
+install settings
+ then you can continue with
downloading, watching etc.
*Customers can enjoy a number
of infotainments services through
their phones
*The service is expensive, since
TZS 200 for one service
download.

1.Mziiki App

Deezer App

*Customers can enjoy various


Tanzanian Music, can share the
music and can set these music to
their ring back tones through this
service.

Tigo Music rhythm Without Limit wit


mil FREE on your mobile phone anyti
the package you want. You will receiv

76

General Terms

*Only 2G and 3G Smartphones


can access a service.

Service Prices

*Subscriber fee: normal bundles


from Vodacom that can allow you
to download an application.

Short code
Customer channel
Registration/cancellation
instruction

vodacom.mziiki.com
WAP LINK
WAP LINK Channel:
+Enter the WAP link ,
vodacom.mziiki.com
+ Then you can continue with
downloading the application. and
enjoy the number of music from
Vodacom
Cancellation:
+Customer can unsubscribe at
any time by sending STOP or
UNSUB to short code 31313 or
via "my account page" on the
portal or the Customer Care
interface.
*Cheap to access the service,
since the app service can be
downloaded using any of
Vodacom bundles
* A service provides customers
with various options such as set
ring back tones, share music,
listen music.
* A Service provides only
Tanzania local music

Advantages

77

*Deezer currently only works on Sma


phones can enjoy Tigo Music with De
downloading the songs
'- Subscriber fee:
when using Tigo Smartphone only for
+After the 2 weeks customer can subs
Monthly
*148*00# , http://music.tigo.co.tz
USSD, WAP LINK
* USSD Channel:
+ Registration: Dial *148*00# and ge
then choose 1. Then choose number 1
*WAP Channel: got to your browser U
instructions.

*it is free when using Tigo Smartphon


Access over 36 million songs - from a
*Customers Create and share playlists
*It enable you to Sync your music and

Disadvantages

*The customers who do not


posses Smartphone with 2G and
3G technology they cannot be
able to access the application
service.

Service name
Logo

2. Mkito Plus

Service description

*With a growing library of over


5000 songs from East Africa and
beyond, subscribe to get a daily
download of the hottest track
from Mkito.com

General Terms

The service can be accessed


to all original mobile handsets
that have internet access
enabled.
This service is available to
all Vodacom customers.
This service is not
available to roaming customers

Service Prices
Short code
Customer channel
Registration/cancellation

Service fee : TZS 50/Day


15568, Mkito.com
SMS,WAP
*SMS Channel:

*It is a cost selective, meaning that if


DAY, But when using Tigo Smartphon

No such service

78

No such service

instruction

+ Registration: Send SUB to


15577.
+ Cancellation: Send UNSUB to
15577.
*WAP channel: Go to
www.mkito.com, and follow
instructions

Advantages
Disadvantages
Game Service Portal
Service name

No such service

1.Games Club(Subscription
to play unlimited games)

Logo
General Terms

*Customer downloads a game


from the portal as per the
handset type
(games are compatible with
handsets and since this is a
wrapper based service,
Billing is not done at the
time of download allowing us
to rent the game to the end
user).
*Customer can access the
downloaded game from
his/her phone by selecting a
daily/weekly/monthly
subscription package.
*The customer can download
and play unlimited Games

79

No such service

from the Games Club portal


until his/her subscription
expires.
*Data charges apply for
browsing and games
downloads
Subscriber fee:
+150/day
+ 500/week
+1500/month
http://games.tz.airtellive.com
WAP LINK
WAP LINK Channel:
+Enter the WAP link ,
http://games.tz.airtellive.com
+ then you can continue with
downloading, watching etc
Cancellation:
+Customer can unsubscribe
at any time by sending STOP
or UNSUB to short code
31313 or via "my account
page" on the portal or the
Customer Care interface
*The customer can download
and play unlimited Games
from the Games Club portal
until his/her subscription
expires.
*It is selective, meaning that
not all phones can be able to
download and
play games regardless they

Service Prices

Short code
Customer channel
Registration/cancellation
instruction

Advantages

Disadvantages

80

are Smartphones.
*Customer cannot access the
already downloaded games.
Though the games
downloaded on the customer
phones, but in order to access
the downloaded games the
customers need to buy
weekly or monthly or daily
bundles,

Service name

No such service

2. Ala Carte (Once of


payments)

Logo
Service description

*The user visits the portal


and selects a preferred game
(game must be compatible
with handset type).
* The download for the game
starts once the user has been
billed successfully *In case
the download fails the user
can re-try from the 'My
Account' section of the portal
(Max 5 retries).
*The game is installed on the
customer's device and can be
accessible at any time.
*The mode requires a once of

81

No such service

payment. Once the payment


has been done and the game
downloaded, the customer
will be able to play that game
endlessly without incurring
any charges from the games
club portal.
General Terms

The service can be


accessed to all original
mobile handsets that have
internet access enabled.
This service is available
to all Airtel customers.
This service is not
available to roaming
customers

Service Prices

Subscriber fee:
+500 for Premium Games
+ 350 for Medium Games
+250 for low cost Games
http://games.tz.airtellive.com
WAP LINK
WAP LINK Channel:
+Enter the wap link ,
http://games.tz.airtellive.com
+ then you can continue with
downloading, watching etc
Cancellation:
+Customer can unsubscribe
at any time by sending STOP
or UNSUB to short code

Short code
Customer channel
Registration/cancellation
instruction

82

31313 or via "my account


page" on the portal or the
Customer Care interface.
*After downloading the game
and installed on the
customer's device and a
customer can access a game
at any time without any need
of bundles
*It is selective, meaning that
not all phones can be able to
download and
Play games regardless they
are Smartphones.

Advantages

Disadvantages

Entertainment portal
Service name
Logo

AIRTEL LIVE

Service description
General Terms
Service Prices

-Depends on the category you


subscribe to
-always use data.
www.tz.airtellive.com
WAP
WAP LINK Channel:
+Enter the WAP link , http://
www.tz.airtellive.com
+ Then you can continue with
downloading, watching etc.

Short code
Customer channel
Registration/cancellation
instruction

83

Advantages

-It brings about various


flavors of entertainments
such as music, games ,sports,
religious, Apps
-Only Smartphones users can
access a service
-

Disadvantages

Disadvantages

4 SOCIAL
NETWORKS

Twitter Chat Service


Service name
Logo

No such service

No such service

Service description

Twitter by SMS

*Tigo customers who have Twitter acc


by chatting, updating and tweeting on
internet connection. Standard SMS ch
mobile phone
*To use a service you must have a twi
Subscriber fee: TZS 49/SMS.
15508
SMS
SMS Channel:
+ You should have twitter account wh
+ Send word START to 15508, then y
username.
message that requires you to reply wit
+ Then reply OK, Finally you will rec
will be your tweet and it will appear o
*Tigo customers who have Twitter acc

General Terms
Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Advantages

84

by chatting, updating and tweeting on


internet connection.
originating from the mobile phone.
*Service guide has many stages, so cu

Disadvantages

Facebook SMS Service


Service name
Logo

No such service

No such service

Service description
General Terms

Facebook Chart via SMS

*A service enable users to chat, comm


*This Service is open to all Tigo subsc
*Subscribers will have access to the se
also select the notifications they would
*Each MO SMS sent by range of num
*A subscriber can register as many ph
Subscriber fee: TZS 20/SMS
15666
SMS
SMS Channel:
+Send "fb" to 15666
+You will receive an activation code
+Log in your account at www.facebo
facebook.com)

Service Prices
Short code
Customer channel
Registration/cancellation
instruction

85

+After logging in go to Account >>ac


confirmation code?"
Enter the code (if this fails, please log
+Or go to ; click "Already received a
out and log
Into your account and try again).
+You will be requested to enter your
+Then go to notifications: You have t
receive
on your mobile pho
*Tigo customers who have Facebook
anytime by chatting, updating and com
phones.
*
*Service guide has many stages, so cu

Advantages

Disadvantages

Facebook Chart Service


(via USSD)
Service name
Logo

No such service

No such service

Facebook Without Internet

Service description

*A service enable users to update statu


internet

General Terms

The service can be accessed to a


access capability or not.
This service is available to all T
This service is not available to

Service Prices
Short code

Subscriber fee:
*148*01*4#

86

+ TZS.99/dai

Customer channel
Registration/cancellation
instruction

USSD
USSD Channel:
+ Registration: Dial *148*01*4# and
instructions.
*You can use any phone to access the
of internet capability no INTERNET a
* Service fee is higher, So customers f

Advantages
Disadvantages

Google SMS Service


Service name
Logo

Service description

General Terms

Google SMS Service

*Vodacom has joined hand with


Google.com to offer Google SMS
service to all its customers .
*Vodacom customers who have
Google accounts can now have a
chance to explore their accounts
anytime by chatting. Updating
and tweet on their accounts
through their mobile phones
without need of internet .
*Standard SMS charges will
apply for all messages originating
from the mobile phone.
*Google user sends a Google
SMS message to a Vodacom

87

No such service

No such service

Service Prices
Short code
Customer channel
Registration/cancellation
instruction

subscriber by specifying the


correct phone number.
*Vodacom subscriber receives the
message (Maximum 160.). If the
message is longer than 160
characters, the message will be
broken down and sent
accordingly.
*Please reply is displayed on the
phone which is gently urges the
user to reply to the SMS. When
the user replies to the SMS, the
user will be charged the standard
SMS Tariff.
*A Google user is allowed a
maximum of 5 messages per
day .This is set by the Google
technical team.
Service fee: 70/SMS
1000 for sending SMS ,
1001 for replying SMS
SMS
SMS Channel:
+Google user sends message to
the handset customer.
+Handset customer receives the
SMS as coming from number
1000
+Handset customer replies to
Google user by sending an SMS
to 1001.
+Google receives an SMS coming
from 0754xxxxxx, 1001 and sees

88

it relates to which a chat session.


Google displays the SMS
Message in Google User Window
Advantages
*Both customers who have
internet phones and non-internet
phones can enjoy the service,
since there is no need of internet
access to use the service.
*Customer can afford the service
in terms of service fee, since a
service fee is the same a fee of
sending normal SMS.
Disadvantages
*Customer cannot use Vodacom
bundles to send SMS, since the
service fee are charged from
normal airtime credits on your
account.
*A Google user can send a
maximum of 5 SMS per day, thus
there is a limitation on number of
message a user can send using a
service.

Mobile Money Service


Service name

M-Pesa

Airtel Money

89

Tigo Pesa

MOBILE
MONEY
SERVICE

Logo

Service description
General Terms

The service can be accessed


to all original mobile handsets.
This service is available to
all Vodacom customers and
subscriber of other operators
who have cooperation in
mobile money service with
Vodacom

The service can be


accessed to all original
mobile handsets.
This service is available
to all Airtel customers.
customers and subscriber
of other operators who
have cooperation in mobile
money service with Airtel

The service can be accessed to a


This service is available to all A
operators who have cooperation in

Service Prices
Short code
Customer channel
Registration/cancellation
instruction

Subscriber fee: FREE


*150*00#
USSD
USSD Channel: Dial *150*00#,
gets USSD Menu, and then
continues with selections of
services you want from USSD
Menu.
Customers now are able to get
various money services through
their mobile phones.
*it saves time and money, since
instead of going direct to the
various offices such as
TANESCO, DAWASCO, now
through this service customers
can do all these through this

Subscriber fee: FREE


*150*60#
USSD
USSD Channel: Dial
*150*60#,get USSD Menu,
then continue with a
selections of services you
want from USSD Menu
*Customers now are able to
get various money services
through their mobile phones.
*it saves time and money,
since instead of going direct
to the various offices such as
TANESCO, DAWASCO,
now through this service
customers can do all these

Subscriber fee: FREE


*150*01#
USSD
USSD Channel: Dial *150*01#,get U
want from USSD Menu

Advantages

90

*Customers now are able to get variou


*it saves time and money, since instea
DAWASCO, now through this service

Disadvantages

Shopping Mobile Service


Service name
Logo

Service description
General Terms
Service Prices

Short code
Customer channel
Registration/cancellation
instruction

service.
*Service fees seem to be higher.
*Customer care center does not
provide quality service.
*Network problems cause a lot of
transactions problems

through this service.


*Service fees seem to be
larger.
*Customer care center does
not provide quality service.
*Network problems cause a
lot of transactions problems

Sokoni

No such service

-Service is only for Vodacom


prepaid users
'- Subscriber fee: FREE,
Service fee: 60/day for each
service
*149*01*65#
USSD
* USSD Channel:
+ Registration: Dial
*149*01*65# and get the USSD,
Then choose number 1 from the
USSD menu then continue with
the selection.
+ Cancellation: Dial

91

*Service fees seem to be higher.


*Customer care center does not provid
problems cause a lot of transactions pr

No such service

Advantages

*149*01*65# and get the USSD,


Then choose number 1 from the
USSD menu then continue with
the selection finally select
STOP.OR Dial *149*01#. then
receive USSD the choose 3 then
choose number 5
*Saves time and money, instead
of searching around other
informations media such as
websites, newspapers , now
through a service Subscribers
customers get updates regarding
to buying, selling or renting cars,
house, phones, getting job alerts

Disadvantages

Mobile Finance
Service name
Logo

Service description

M-Pawa

Timiza Loan

This is a revolutionary banking


product from CBA and Vodacom
that allows you to svae money
through your phone, earn interest
fro m your savings and eventually
get micro loans when you need

92

Tigo Wekeza (Tigo Invest)

Is a mobile money service that pay


will see returns on the amounts of m
this returns on a quarterly basis at a

General Terms

them.M-Pawa is here as areliable


friend who will give you a
helping hand to move forward
and see your plan through in life .
With M-pawa
-you will be able to open and
operate savings account on your
mobile phone via m-pesa without
visting the bank or fill out any
forms etc
In order to access the service, you
need to
*Be registered and active
Vodacom customer
*Have an active M-pesa account
*Have any of the following
identification documents
(National ID, voters ID, Driving
license, company ID, Local
government letter.

93

*Currently Airtel and FNB


are offering loans to loyal
customers of Airtel only who:
-are above the age of 18
-have registered as an Airtel
Customer for 90+ days
-have an active Airtel Money
Account
-have NO outstanding loan
with FNB at the time of
application
-have NO historic negative
payment behavior with FNB
-Keep on requesting a loan to
see if you are eligible
*Loans are typically for
either 7, 14, 21 or 28 days,
with a single payment at the
end of the term that you
choose
*There is no need for a
customer to have a bank
account when need to access

*Customer do not require any additio


Tigo Pesa subscriber.
*To receive Wekeza profit you need to
Tigo Pesa wallet to Wekeza. You will
receive future quarterly profits.

Service Prices

Short code
Customer channel
Registration/cancellation
instruction

Advantages

*Service fee: FREE if you


transfer money from M-Pawa to
M-Pesa and vice versa ,
*Service fee: 9% of the loan
when you payback your loan
*150*00#
USSD
*USSD Channel: Dial
*150*00#,get USSD Menu, then
choose number 5 m-Pawa
services, then choose saving,
withdrawing or taking out
depending on you choices.
*Customers can be able to save a
little amount of money such as
TZS 1 and earn interest on the
saving balance; also customers
can borrow money depending on
their savings and credit history.
*It saves time, Since it is
paperless thus if a customer is
having M-pesa account there is
no need to visit a bank for
opening and operating bank
account, hence saves time.
*No charges, customers can be
able to move money from MPawa savings account and MPesa account at no charge.
*customers are able to access
microloans of minimum of TZS
1000 any time and receive the

94

a service
*Service fee: FREE

*150*60#
USSD
*USSD Channel: Dial
*150*60#,get USSD Menu,
then choose number 3 Timiza
loan services, then continue
to follow other process to get
loan
*Customers can get loans at
any time without previous
savings provided that they
have no debts and are Airtel
money active members,
*It saves time, Since it is
paperless thus if a customer is
having Airtel money account
there is no need to visit a
bank for opening and
operating bank account,
hence saves time.
*Customers are able to access
microloans any time and
receive the loan instantly via
Airtel money account.

Service fee: FREE ,

15514
SMS
*SMS Channel:
+ Registration: Send the keyword W
receive quarterly profit. If you want t
responsibility projects Send word CHA

* The customers tend to share the inte


saved in Tigo pesa account.
*service provide a way customers to d
CHANGIA account.

Disadvantages

Lucky Game Service


Service name

LUCKY
GAME
SERVICE

loan instantly via M-pesa


account.
*There are no larger fees.
*It take a time to use M-Pawa
service if youre a new member
of M-Pesa service

Tajirika na Vodacom Mahela


(JAYMILLIONS)

*It take a time to use a


service if youre a new
member of Airtel Money
service, Since you need to be
a registered member in a time
of not less than 3 months.

*It is difficult to remember the codes,


the SMS

AIRTEL YATOSHA ZAIDI

No such service

Logo

Service description

100 millions to be won daily by


one lucky winner and millions to
be won everyday
-daily prize
*1 winner, TZS 100,000,000
every day
*10 winners,TZS 10,000,000
each day
*100, winners ,TZS 10,000,000

95

Get a lot more data, more


minutes when you buy
yatosha bundles through
Airtel Money and a chance
to WIN a Toyota IST every
day. Dial *150*60# now

each day
*10,000 winners get TZS 1,000 ,
000 each day
*5 free on net SMS guaranteed

General Terms
*Entire customer base of
Vodacom is eligible for
participation in the Shinda Jay
millions campaign
*Participants can CHECK every
day, up to 3 times per day via any
of the participation channels
*Customers to qualify for the
prizes need to mandatorily check
whether his number has been
selected as a part of the lucky
draw or not by sending a keyword
"JAY" to the short code 15544 or
check by dialing *149*01#
product menu or a mobile
application "Vodacom Jay
Millions" If the customers do not
check by any of the above
mentioned participating channels,
Customers would NOT be
eligible for any prizes. In case, if
the Mobile Number ( MSISDN )
has been selected as a part of the

96

and choose 6
-A Toyota IST to be won
EVERYDAY with Yatosha
bundles.
-This promotion is open to
Airtel registered subscribers
who uses Yatosha only.
-All prizes cannot be
exchanged for its monetary
value.
-Airtel employees and their
immediate families are not
eligible to participate in this
promotion.
-All Car prizes will be
handover to winners at Airtel
headquarter office at
Morocco in Dar es salaam
-Once a customer wins a car
prize in one month draw,
he/she will not be eligible to
win another Car prize for the
second time or on any other
month.
-The car will be fully
registered under the winners
name after he/she has
presented to Airtel Tanzania

lucky draw but the customer has


not checked by sending JAY to
15544 or other participating
channels available for checking
The customer would not be
eligible for any prize

valid details for car


registrations
-Winners will not be allowed
to repaint or remove Airtel
branding until 1 year from
handovers date.
-Names of the winners will
be announced on selected
electronic media and printed
on selected newspapers.
-All Winners will be
responsible for transporting
their cars from Airtel HQ to
their residence
-All calls to notify winners
will be coming from this
Airtel number only
0684291105
-Pictures, comments and any
imagery of the winners will
be used on Airtel promotions
with no payments.
-Deadline for claiming all
prizes will be May 31st 2015.

Service Prices

Service fee: 300/SMS

Short code
Customer channel
Registration/cancellation
instruction

15544, *149*01#
SMS, USSD
SMS Channel:
+Registration: Send

Service fee: FREE ,


But in
order to enter the promotions
the customer must buy the
Airtel bundles
*150*60#
USSD
USSD Channel: Dial
*150*60# get USSD Menu,

97

Advantages

Disadvantages

MAHELA/JAY to 15544.
+Cancellation: Send STOP to
15544.
USSD Channel: Dial *149*01#
and choose jay millions then
continue to follow the
instructions.
* Customers who are winners can
get various, prizes such as
-1 winner, TZS 100,000,000
everyday
-10 winners, TZS 10,000,000
each per day
-100 winners, TZS 1000,000 each
per day
-10000 winners get TZS 1000
worth of airtime per day
-5 free on net SMS guaranteed
*Only few customers can win the
game compared to the number of
customers who participated.
*The service charges per each
SMS is expensive, many of
customers fail to participate in the
game

then choose number 6

* Customers can get various


gifts such more data, more

minutes when they buy


yatosha bundles through
Airtel Money and have a
chance to WIN Toyota IST
every day. Dial *150*60#
now and choose 6

Table 4: Comparisons between competitors VAS services.

98

5.5 Main content of the subject.


As far as the content of the subject concern this report consists of various in which each part constituents
elements. This part is where the contents of the subject are introduced and get discussed deeply, as the
subject states that propose to implement VAS services for Viettel Tanzania, thus it compulsory to discuss
these parts within this subject in order to make the completion of the study. The included parts are
i.

Value Added Services;


As this part carries the subject of the study, here the discussion based on the benefits and
difficulties of Viettel Tanzania on implementation of VAS services, things to consider when

ii.
iii.
iv.

implementing VAS services, proposed the VAS for Viettel Tanzania


Services advertisements; this part discuss the important things to consider before advertising the
products and services, proposed ways of advertisement and the reasons to suggest these ways
Role played by Content Service Providers (CSP)
The VAS services chain;
The discussion under this part mainly based on the major participants of the VAS services, The
VAS value chain consists of a number of different stake holders .The main stake holders are
content copyright owners, customized content creators, content portals/aggregators, mobile
operators, technology enablers, and handset manufacturers. These are discussed in detail below.
Content copyright owners: Content copyright owners are the first link in the value chain of VAS
as they develop the original contents. Examples of content copyright owners include music
production houses (MJ Record, Bongo Record, etc) Swahilihood production houses (MFDI, Mtitu
the game), and media houses (clouds fm, global publisher, ippmedia, etc.).
Customized content creators: Customized content creators generate customized content for users
through their own portals. Examples include Mauj, One 97, and Hungama Mobile.
Content Portals/Aggregators: Content portals or aggregators gather web contents and in some
cases distribute content to suit their customers needs. Examples of aggregators are Push mobile,
Spice Vas, etc
Mobile Operators: The transport and support mechanisms for the delivery of mobile contents are
provided by the mobile operators. Mobile operators in Tanzania include Airtel, Vodacom, Tigo, etc

Technology Enablers: The technology enablers provide the underlying platforms that enable
access to VASs. Examples of technology enablers in Tanzania include OnMobile, Spice Vas, Push
Mobile, Starfish Mobile, etc
Handset Manufacturers: Mobile handset manufacturers play a very important role across the
value chain as they continuously interact with all the stakeholders. The handset manufacturers have
different activities in various fields, such as embedding software links in their handsets, allowing
direct access to content portals, creating services customized to the need of certain regions, etc.
The main players in the Tanzanian handset manufacturing market include Nokia, Techno, LG,
Samsung, Itel, etc.
Software developers: Software developers also play a major role in the value chain of the VAS
industry which develops most of the VAS applications used in the modern handsets

Fig: 2 VAS industry chain


5.5 .1 Benefits/Advantages of Viettel Tanzania on implementing VAS services.
i.

Increase company popularity, The major area where can be known is through advertisement and
quality of services both core services and noncore services, thus a company through VAS services
as one of the noncore services will be popular if will introduce new and innovative services, since

now days Customers have started to select their operators based on the type of VASs the operator
provides
Increase company revenues, The VASs provided by operators in the telecom Industry are one of

ii.

their main sources of income. VASs can increase the ARPU, through innovative, attractive and
affordable services the operators will get more customers and the bundle usage will be high, thus
the company will increase her revenues.
Increase the company edge in competition. VAS is one of the major areas where different telecom

iii.

operators can compete with each other by offering different services in order to attract more
customers

5.5.2 Difficulties of Viettel Tanzania on implementing VAS services


i.

Poor infrastructure
For maximum usage of VAS services there should be the infrastructure system that support it,
example for all data enabled services to be used there should the internet infrastructure that
enable it, electricity, etc, thus Tanzania especially in rural areas the infrastructure system such
as electricity is not good, hence this is a challenge for a company on implementation of VAS

ii.

services.
Market driven by its competitors
Currently, the VAS market in Tanzania is driven by three operators namely Vodacom, Tigo,
Airtel, Who are the biggest operators in Tanzania, thus any company that enter the market

iii.

initially will look what these companies do, therefore will be driven by the competitors
Lack of awareness among many consumers about value added services.
Many customers mainly use their mobile for making voice call and sending messages, thus
many customers do not use these services. One result is that there is a lot of wasted effort and
money on the resources related to developing, deploying, and supporting VASs that are not

iv.

used. But this is not the potential customers fault in not using the services.
The content provider does not provide copyright protection for their contents and also

v.

authentication standards for some contents and this pose a serious challenge for VAS operators
The cost of high end feature rich handsets is beyond the buying power of most users, causing
other major challenges for VAS. This is also a major threat for VAS because most of the new
value added services require advanced handsets with more memory and processing power.
They cannot be used on the old handsets which prevents many users from utilizing the VASs.

THINGS TO CONSIDER WHEN IMPLEMENTING VAS SERVICES.

When Viettel Tanzania Company implementing the VAS services should consider these tips for their
services and products to be successfully in the market.
i)

Products and services,


-Here the company should take these into account innovation in services and applications,

ii)

content and applications that drive usage and product simplicity


Quality of services
Here the company should consider these when implementing the services increase the spread

iii)

of broadband infrastructure, provision of high speed data services, handset upgrade


Customer Education
Here the company must make sure there is increase knowledge of device operation, increase

iv)

customer support, aggressive marketing and promotion, product and service information.
Partner relationship.
Here the company should make sure that during implementation of services there should be the
right choice in platforms and systems, should insure the product and service support, technical
expertise, service level agreements
PROPOSED VAS SERVICES FOR VIETTEL TANZANIA:

SERVICE
CATEGORY
1 .CONTENT
SERVICES

NAME OF SRVICE
CRBT

Music radio

Religious

REASONS

SUGGESTIONS ON THE SER

-Majority of Tanzanian mobile users are


youth and always youth likes music, thus
CRBT will be their favorites, since provides
music flavor
-Other operators provide this service,
meaning that they get advantages from it.
-Since youth likes music and majority of
mobile users are youth, therefore the service
will increase the company revenues.
- Other operators provide this service,
meaning they get advantages from it

-Low service fee.


-Customer Channel :SMS,IVR,W
-User may have a chance to copy
ringtones, download it
-Majority of songs should be loca
sometimes America songs
--low service fee
-Customer channel: SMS,IVR,WA
-

-Spiritually, Tanzanians can be divided into


two Groups, Christians and Muslims,
Through this service a company will get
many customers.
-Since a company will have many customers
subscribing a service, hence the revenues
will increase.
- Other operators provide this service,
meaning they get advantages from it.

-Low service fee.


-Customer Channel: IVR,SMS,US
-Service should comprise all elem
religion.
-Service should be detailed.

Sports and Game

-Majority of Tanzanians from young one to


old ones likes sports and games, thus through
this service a company will get many
customers
-As a customers increase also the revenues
increase, since there are service charges.
- Other operators provide this service,
meaning they get advantages from it.

-Low service fee


-Customer Channel: SMS,IVR, W
-The service should contain the in
league, Africa, Europe.
-

Mobile Agriculture

-Economic backbone of Tanzania is


agriculture and Majority of Tanzanians are
farmers who lives in rural areas, as a
company focus on building network on rural
areas, through this service a company will
get many customers and revenues.
- Other operators provide this service,
meaning that they get advantages from it.
-Now days Tanzanians particularly in urban
areas are interested in getting news, through
this service a company will get many
customers, hence revenues will increase
-Starting from 2000s Tanzania face a crises,
in which there is a great number of job
seekers in the community, so people need a
service that will keep them up to date on
carriers informations via their mobile
phones .therefore if a company will provide
a service will get many customers and
through a service the company will increase
revenues.

-Low service fee.


-Customer Channel: IVR,SMS,US
-A service must contains all inform
agriculture such as crops, product
fertilizers, weather,
-If possible a service must be integ
services so that some services like
subsidies can be done via mobile m
-low service fee
-Customer Channel: SMS, IVR, U

-Youths need a service that will comprise of


various services such as video clips from
best channel, games, and cinema trailers etc,
therefore if a company will provide will a
service it will get many customers as well as
increases its revenues.
-In Tanzania banking services are found in
urban areas but in rural areas where majority
of people lives is not found, thus through this
service a company will get many customers,
hence revenues will increase

-Low service fee


-Customer Channel: USSD,IVR,S
-A Service must include trailers fr
Cinema trailers and time table, ga
wallpapers etc.

Mobile News paper

Info SMS news


Carrier information
service

Infotainments Portal.

2.
ECOMMERCE

Mobile Money Service.

-Low service fee


-Customer Channel: USSD, IVR,
-A service must be linked with all
carrier website, blogs, public serv
etc

-Low service fee


-Customer Channel : USSD
-A Service must include all featur
operators (M-Pesa, Tigo pesa, Air
features that seems to be a problem

Mobile Finance

Shopping Mobile
Service.

3. SOCIAL
NETWORK
SERVICE

Facebook

Twitter
What sup

Instagram

4.UTILITY
SERVICE

Please recharge Me.

Credit Advance Service.

Payment for school fee, payment

-Now days people are very busy, so the time


for searching a renting place, selling, or
buying, thus customers demand to have a
service that enhance buying, selling or
renting via their mobile phones, therefore if a
company will provide this, its revenues
increase.
-Now days due to life challenges and
struggling people have no enough time for
making shopping, thus they need a service
that will help to performs shopping g through
their mobile phones. Hence many customers
and increases revenues.
-One of the popular social network service
that has many customers in Tanzania is
Facebook , thus if a company will provide a
service that will enhance accessibility of
Facebook service using their mobile phones,
there will be many customers, hence
increases revenues.
-Also twitter service has many customers , so
if there is
-Whatsup is becoming an emerging social
service to the majority of smart phones users
in Tanzania, thus if a company provides as
embedded service in their handset many
customers will subscribe a service, hence
company revenues will increases.
-Youths are the best users of Instagram, so if
the company will provide a service it will
have many number of Tanzania customers,
since majority of Tanzanians are youth.
-There is no any operator that already
provides this service, therefore if a company
will provide a service it will have many
customer, hence increases company
revenues.
-Service gives customers chance to help
each other
-When someones recharge
another, there are some tariffs for service,
hence
a company gets revenues.
-A service makes good relationship between

-Low service fee


- Customer channel : USSD
-A service must include all feature
such as ( M-Pawa, Timiza Loan, T
features .

-Low service fee


-customer channel: STK, WAP, U

-Low service fee


-Customer Channel: SMS,WAP,U
-Low service fee
-Customer Channel: STK,WAP,SM

-Low service fee


-Customer Channel: WAP, STK, U

-Low service fee


-Customer Channel: STK, SMS,

-Low service fee

Credit Transfer Service

5.3G SERVICE

Music Application
Service.

Mobile Tv Service.

6.LUCKY
GAME

Mobile Football Betting

customers and comers can company, since


customers can get loans airtime loan.
-Company gets revenues, since, when
customer returns loans there are service
tariffs.
-A service helps Customers to transfer
credits from one another.
-When transfer credits, there are service
charges from a company, hence a company
gets revenues.
-Currently as technology advances, mobile
users need to have a services that will bring
streaming music flavors using their mobile
phones, thus through this service a company
will get many customers, hence revenues
increases
-As technology advances in handset and 3G
and 4G, Mobile users prefer to have s service
that will enhance accessibility of television
services in their mobile phones anywhere
and anytime, thus through this service a
company will get many customers as well as
the company revenues will increase.
-Now days, majority of Tanzanians starting
from young ones to old ones, prefer betting
especially on football field as they see it is
the only easier way to earn money, thus if
there will be a service that will enhance
betting using mobile phones, there will be
more customers and a company will get
revenues.

Table 5. Showing proposed VAS services for Viettel Tanzania

-Customer Channel: STK, SMS,

-Low service fee


-Customer Channel: STK, SMS,

-Low service fee


-Customer Channel: IVR,WAP,SM

-Low service fee


-Customer Channel: USSD, WAP,

-Low service fee


-Customer Channel: USSD,WAP,

5.5 .3 SERVICE ADVARTISEMENTS


Companies use advertisements as part of a marketing program to increase sales of their products and
services. Advertising plays a different role at different stages of the marketing process helping to raise
awareness of a product or service, generating leads for a sales force or selling directly.
Things to consider before advertising a service.

Identifying the target market.


Here you can study your current or past clients, submit a survey, or conduct secondary market

research by examining other companies that are similar to yours.


Identifying the user of a service (age, revenues,)
Knowing the consumer of your service in terms of age, revenues will be a great help to make you

know which media you will use for advertisement.


Identifying the type of media that is being used mostly by the service users.
This will be the last thing to do, here if you choose the radio medium you can now know what
station you customers mostly prefer to use and what program your intended customers use??,

Proposed ways of advertisements and reasons for suggesting these ways


The purpose of advertising is to persuade consumers to purchase or use a product or service. A successful
marketing campaign largely depends on advertising strategies, and there are many ways to advertise a
product or service. The most effective advertising campaigns typically use several methods at once to
reach a variety of consumers.
i)

Radio Advertising
According to the National Bureau of Statistics and Tanzania Regulatory Authority (TCRA), Radio
is a medium among all medias in a country that has many users and great coverage, thus a
company can use this medium to advertise her services since radio has programs and in each
program there a number of people starting from young ones to old ones, hence the large number
people can be reached. Advantage of advertising through radio is that, low cost, when you
advertise using radio medium the cost will be low as compared with rates for reaching similar
audiences by press or television advertising. Disadvantage of using radio are, it is not suitable for
products that require visual demonstration or long and complicated stories; it is cost, since there
are number of radio stations and users tend to vary from one station to another, so to reach more
people you need to distribute your service to many station, hence cost fully.

TBC Taifa

Radio Free Africa

Radio 1

TBC FM

Clouds FM

Kiss FM

East Africa FM

Radio Uhuru

Magic FM

Bomba FM

Mbeya FM

Radio Sauti ya Injili

Times FM

Other

Fig 3 :Percentage of Radio Station coverage and number of users in Tanzania.


ii)

Television advertisement.
Due to the advancement in technology, shifting from analogue to digital broadcasting, has
brought a larger impacts on media industry particularly TV ,since service coverage has
increased and users also, therefore a company can use this medium to advertise its products
and services. Advantage of TV advertisement is, it offers the ability to convey message with
sight, sound and motion also Disadvantage of TV advertisement is relatively expensive in
terms of creative, production and airtime costs
N
U
M
B
E
O
F
V
I
E
W
E
R
S

100
80
60
40
20
0

TELEVISION BRANDS

Fig 4: Graph showing the TV Stations in Tanzania with the number of users.
iii)

Newspaper advertisement.

One of the media that grows everyday is newspaper, previously newspaper were found in cities
and town and the users were only official workers, academicians, since the newspaper
themselves were only carrying the informations regarding to government matters but as time
goes there is a great change in newspaper content as they contain news, sports and games,
advertisements,. Thus it is reasonable to use this medium as a means of advertising the
company services and products, since the newspaper has many readers and has covered a large
area. The advantage of newspaper is, Visibility of Ads, in newspaper the advertised products
can be seen clearly advertising .Strong disadvantage to newspaper advertising is, the
newspaper your ad is in will be read only once, and then tossed in the recycling pile. In
Tanzania the most famous newspapers are MWANANCHI, MTANZANIA, MWANASPORT,
NIPASHE, ALL GLOBAL PUBLISHER NEWSPAPERS.
N
e
w
s
p
a
p
e
r

70

r
e
a
d
e
r
s

60
50
40
30
20
10

Newspaper name

Fig 5: The Bar graph showing the number of popular Newspaper in Tanzania and their readers.
iv)

Billboards advertisement.(Yellow Pages )


Now days especially in towns and small cities, along the roads, buildings, bus stations, airport,
on some cars, you can find the boards have pictures, images, words relating to a certain product
or service, this words, pictures try to convey some message or instruction about a certain
product or service or promotion, thus through this channel a company can advertises her
services since a large number of people can see them. Example of Billboard Companies in

v)

Tanzania are ASHTON MEDIA, ADENSLI GROUP etc.


Social Media.

The growing of internet coverage in Tanzania has facilitated the increase in the usage of social
media services such Facebook, Twitter, YouTube, LinkedIn, etc. Thus through social media a
company can advertise her services in two fashions such as using Ads and Account Pages. For
example Facebook and Twitter contains product offers, sponsored posts, and promoted stories,
and It is impossible to log on to Facebook without viewing various Ads unless you use phones
and you disabled the Ads, Therefore a company can use Ads on Facebook to advertise her
services. Also through opening a company page where various services, products, promotions,
updates of a company can be posted on
The main advantages of social media are, the cost is cheap, since to open a page is free of
vi)

charge but for Ads there is a fee and social media is useful for reaching a global audience
Road show.
Particularly in telecommunication industries, there is an advertisement fashion in which if a
certain company has launched a new service or product or make promotions ,tend to use a
group of people especially industrial theatre under promoter who lead the group to round in the
street or town or along the road or in the bus station. Purposely to make advertisement. This
group of people tends to dance or showing something to make people to be attention or to be
attracted while advertising the product. Thus it is good for a company to use this way to
advertise since it makes people to be attention and allows customers to know better about the

vii)

product.
Online Advertisement. Here the Adds can be made to appear on online sources services such
as blogs, websites; this is mostly used to make people who use internet to have information.

5.5 .4 CONTENT SERVICE PROVIDERS


Among the actors in the value chain of value added services Content providers plays a major role, Content
providers play a major role in the value chain of value added services and with the introduction of 3G
services the role of content providers will become very important. The content providers create and own

original copyrighted contents and applications for distribution over VAS to their subscribers. In order to
satisfy all the VAS subscribers it is important for the content providers to provide suitable content for all
kinds of subscribers. Only if the contents are good and suitable for the diverse set of people who could use
the VAS and will ultimately increases the ARPU in the telecommunication sector.
Examples of content developers offerings include songs, entertainment, news, movies, TV listings, movie
trailers, movie clips, games, show times, animated cartoons, and promotional media content. Some of the
major content providers in Tanzania are Push Mobile, Starfish, Spice, Kirusa,
The introduction of 3G enable the content providers to have a great important in VAS Services because
contents for services such as entertainment, infotainment, that are supported by 3G is available to the user
via one device .However, this will also pose a challenge for the content providers, as the content providers
must produce content which is not only innovative but also affordable in order to encourage mass
adaption.
Things to consider when choosing a partner for Contents Service Provision.
i)
ii)
iii)
iv)

Content copyrights ownership


Cooperation regulation, Terms and Conditions (revenues sharing)
Number of customers already worked or working with
Kinds of products and services offered.

Table: 6 PROPOSED CONTENT SERVI CE PROVIDERS FOR VIETTEL TANZANIA


No

CP/SP NAME

OnMobile Global

TYPE
CP

CP/SP INFORMATION

CONTACTS

*Is a leading provider of mobile life solutions. With a Billion


plus users every month across the globe, our Mobile solutions
help people access information & entertainment, connect with
others, their passions and express themselves. We live with a
vision to create a large scale positive impact in peoples lives
through mobile technology. Founded in 2000, OnMobile has
more than 1700 employees spread across India, U.S.,
LATAM, Africa, Australia, Middle East and Europe.
*Services and Products.
i) Access to
-Informations and Entertainment services
ii)Express your identity, interest, mood and opinion
iii) Connect with others

1. Office :
- Address:
OnMobile Tanzania Telecom Limited
10th Floor, PPF Tower,
Corner of Ohio Street/Garden Avenue,
P O Box 1559,
Dar Es Salaam, Tanzania

For Sales enquiries:


sales@onmobile.com
For PR enquiries: pr@onmobile.com
For Corporate enquiries:
marketing@onmobile.com
- Phone:

2. Website:
- Homepage: http://www.onmobile.com
2

Push Mobile

CP

- PUSH has created and managed national SMS campaigns


for media clients such as the Tanzania Broadcasting
Corporation, Clouds FM, Channel Ten, Magic FM, Uhuru
FM, Times FM, and a majority of the regional broadcasters
across Tanzania. PUSH is also responsible for managing
successful mobile marketing campaigns for mainstream
brands such as Unilever, Tanzania Breweries Limited, Nokia
Ovi, Coca-Cola and MTV Networks.

1. Office:
- Address:
Push Mobile Media Ltd
4th Floor, FBME House
85 Kinondoni Road
P.O.Box 11133
Dar es salaam - Tanzania
Email: info@push.co.tz

- PUSH is a joint venture between Oxygen8 and Six Telecoms


Company Limited.
- PUSH is also the main service provider for Vodafone Group
Services, which is running a ground breaking pilot project
called SMS for Life.
- PUSH is using its technology platform to power mobile
health services for Voxiva, an international health-focused
technology company which is rolling out projects in Tanzania
for Population Services.
- Connected to all major network operators in Tanzania,
Kenya and Mozambique; access to subscriber base of over 30
Million.
- Only service provider in Tanzania to offer premium SMS
and Voice services.
- Products catalogue:
+ Bulk SMS
+ Interactive Voice Response
+ Proximity Marketing
+ Mobile Advertising
+ Sponsored Text Messages
+ Mobile Web Ad Placement
+ Services
+ Social Media Marketing
+ Mobile Advertising & Media Buying
3

Spice VAS
Tanzania Limited

CP

*Spice Group works with numerous partners and subsidiaries


to deliver a range of services in the communications and
entertainment industries, with a strong focus on the mobile
services market.
*Headquartered in Singapore, we work strongly in the areas
of mobile (phones, retail and value-added services (VAS),
onshore business process outsourcing (BPO), information

- Phone:
Tel:
+255222127579.
Mob: +255766769126
+255689303214
2. Website:
- Homepage: http://www.push.co.tz

1. Office:
- Address:
41B, 2nd Floor, Shoppers Plaza,
Mikocheni, Dar-Es-Salaam,
P O Box: 6256, Tanzania.
Email: infosva@spiceafrica.com.
Fax:+255 22 277 3072

technology (IT) systems integration, entertainment and retail


real estate.
*What sets us apart is our base of strong intellectual capital,
expertise in joint ventures, global connectivity, proven track
record and world-class corporate governance.
*We use the insights and intelligence derived from more than
30 years experience to find new and different ways of
invigorating the market and delighting our customers by
offering them enduring value.
*Services and Products
i)Mziiki
ii)MOD 360
iii)Caller Ring Back Tones
iv)Islamic Portal
v)Christianity Portal
vi)Music Scorer
vii)Mojo Voice
viii)Voice Chart
ix)Voice Alert
x)Breaking News
4

Kirusa

SP

1. Products catalogue:
- Voice messaging:
+ Voice SMS
+ Exchange: Kirusas Exchange is a hosted cloud service
that provides true interconnectivity of Voice SMS messaging
between carriers.
- Social Media
+ Vobolo: Kirusa has launched a Voice Micro Blogging
service which enables the end user to record his message and
share it with his friends over Facebook or Twitter!
- Infotainment:

- Phone:
Tel: (Skype) +255 22 277 3070
2. Website:
- Homepage:
http://www.spiceafrica.com.

1. Office:
- Address:
7th Floor, Amani Place,
Ohio Street,
PO Box: 38568
Dar es Salam
Tanzania
Email : info@kirusa.com
- Phone:
Tel: (Skype) +255 6540 87117

+ Content Services: Kirusa offers a huge range of voice


content services, spread over various categories like
astrology, religion, love, jokes, health, sports, music, movies,
education, and news.
+ Contests: Contests give mobile subscribers an opportunity
to try their skill and/or luck to win exciting prizes!
+ Celebrity Messaging: Now you can chat with celebrities,
get updates from them in their own voice on their activities,
and get their best wishes on festivals!
- Enterprise Solutions:
+ Enterprise CRM: Enterprises can send text and voice
messages to their customers. Enterprises can also publish
short codes using which customers can send voice messages
to the enterprise, in addition to text messages.
+ Mobile Marketing: Enable Enterprises to promote their
brands and to generate leads from mobile users.

2. Website:
- Homepage: http://kirusa.com

Starfish Media
Tanzania

CP/SP

*Starfish Mobile East Africa Limited is a pioneering mobile


solutions company specializing in content management and
interactive mobile marketing for corporate and consumer
brands. Our core services include Content Design &
Aggregation, Mobile Advertising, Mobile Communication
Solutions, Interactive Events and Instant messaging.
*Starfish Mobile, a wireless application service provider
(WASP) which operates in 22 African territories, in
partnership with 35 mobile operators, 5 corporate offices in
Nigeria, Zimbabwe, South Africa, Ghana and Tanzania
generates about 80% of their entire business revenue from
SMS services. This is despite the rise of mobile applications
and mobile instant messaging services.
*Products and Services
i) Mobile Content
-information on demand (SMS/Text service).
-Contests and Promotions.
-WAP Wallpapers. -Ring Tones & Ring Back Tones.
-Games Applications.
ii)Mobile Marketing iii) Interactive Campaigns
iv)Corporate Messaging
v)Mobile for Development

1. Office:
- Address:
Plot 157, Off Kimweri Avenue
P. O Box 38482, Msasani
Dar es Salaam, Tanzania.
- Phone:
Tel: +25576745649
Tel: +255767345343
2. Website:
- Homepage:
http://www.starfishmobile.co.tz
:tanzania@starfishmobile.com

Efulusi Africa.

CP

*Efulusi Africa is a Tanzania based technology software


development company. We focus on building products and
applications focused on mobile technology.
E-*EFulusi's goals include being a world-class software
provider, and delivering innovative, cost effective solutions
and services.
Efulusi Africa specializes in creating custom software with a
focus on mobile finance apps and aggregation
* Services and Products.
i) Xpesa
A white label M-Wallet solution ready to implement and
quickly and effectively deploy
ii) SmartPay
EFulusis smartpay system is a scalable web and mobile
platform that provides a robust sales and distribution engine
for large scale retail operations.
iii) MFIN
EFulusis B2B solution provides sophisticated management
solution to use mobile payments. We connect businesses to all
telecom providers in Tanzania.
iv) MBET
MBET provides easy access to sports betting via customer's
mobile phone electronic wallet. We support additional
channels such as agents and online as well.
v)Inalipa
Inalipa facilitates e-commerce transactions. We allow our
users to purchase products online with their existing mobile
wallets
vi) AVS
AVS is a pinless solution for airtime recharge. Its the most
advance solution in pre-pay top up technology

1. Office :
- Address:
Plot 11, Tunisia Rd, Kinondoni,
P.O. Box 23282, Dar es Salaam,
Tanzania
Email: info@efulusi.com
- Phone:
Tel:+255 22 270 1843/73
2. Website:
- Homepage:
http://efulusi.com/

REFERENCE.

http://www.tigo.co.tz/
https://www.vodacom.co.tz/
https://www.tcra.go.tz/
http://africa.airtel.com/wps/wcm/connect/africarevamp/tanzania/home/personal/voice_and_text/services/
caller_tunes
http://www.spiceafrica.com.
http://www.push.co.tz
http://kirusa.com
http://efulusi.com/
http://www.onmobile.com
http//www.starfishmobile.co.tz
http://www.businesswire.com/news/home/20120601005778/en/Research-Markets-Tanzania---TelecomsMobile-Broadband#.VO19i-G1ect
http://www.hoovers.com/industry-facts.internet-content-providers.1457.html
http://www.reuters.com/article/2014/10/28/us-tanzania-telecoms-idUSKBN0IH18320141028
http://seositecheckup.com/articles/62
Viettel Tanzania. (2014, September 7). Viettel Presentation 7 9 2014_TGD Quang. Dar es Salaam: Viettel
Tanzania Ltd.

Commonwealth Telecommunications Organization Forum 2013 7-9th October, 2013


Degree project in Communication Systems Second level, 30.0 HEC Stockholm, Sweden

SECTION: SIX
COMMENT ON THE REPORTS CONTENT AND PROBATION RESULT.
1. Comment by direct trainer.............................
.
.
.
.
.
DIRECT TRAINER

(Signature and full name)

2. Comment and Assessment by the Head of Unit..


.
.
.................
.
.
.
HEAD OF UNIT

(Signature and full name)