LIST OF FIGURES

FIGURES

PAGE

2.1 2.2 2.3 2.4 3.1 3.2 5.1 5.2 5.3 5.4

Market Size of MVAS (Rs. In billion) USSD message. Model of Short code....... VAS Business Process Astrology on Demand VAS. Call Flow Diagram.. Gross Add.... Churn............... Revenue........... Revenue Growth in June-July

5 7 9 10 12 14 22 23 24 27

LIST OF TABLES

TABLE

PAGE

4.1 4.2 4.3 4.4 4.5 5.1 5.2 5.3 5.4

Astrology on Demand Data of April 2011 Astrology on Demand Data of May 2011 Astrology on Demand Data of June 2011 Astrology on Demand Data of July 2011 Airtel User Base (PAN-India) . .

........ .. . .. ........

17 18 19 20 21 23

Penetration (Fraction of Airtel users subscribing for AOD service) Percentage Revenue Target Achieved in June and July Revenue Growth in June-July Gross Profit for June and July . . . .. .. .

25 26 27

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION About the Company Need for Study Objective Scope of the Study

. . . . .

1 1 3 3 4

CHAPTER 2: THEORETICAL FRAMEWORK & REVIEW OF LITERATURE Mobile VAS Access Modes Type of MVAS Short code VAS Business Process ... .. .

5 6 8 8 10

CHAPTER 3: STUDY OF BUSINESS FUNCTIONS

.. . .. .

12 12 13 14

Airtel Astrology on Demand Service (543214) Content Synthesization Process Flow Call Flow

CHAPTER 4: COLLECTION OF DATA Sample Design Data for April 2011 Data for May 2011 Data for June 2011 Data for July 2011

.. . ..

15 15 17 18 19

20

Airtel User Base (PAN-India)

21

CHAPTER 5: ANALYSIS AND INTERPRETATION Gross Addition in number of Subscribers Churn Penetration Revenue from Astrology on Demand VAS Revenue Targets Achieved for June-July Revenue Growth in June- July Gross Profit ... . .... ... .. .

22 22 23 23 24 25 26 27

CHAPTER 6: CONCLUSION

29

CHAPTER 7: RECOMMENDATION

30

ANNEXURE I: DoT Letter regarding allocation of short code

31

ANNEXURE II: Glossary

..

32

BIBLIOGRAPHY

.......

33

ABSTRACT
The report analysis the key performance Indicators of Astrology on Demand Value Added Service for taking rational business decisions and also presents recommendations for increasing the gross profit for the companies providing Value Added Services.

This report entails the study of Astrology on Demand Value Added Service (VAS), a product of Spice Digital of which Airtel is the client. The study involves understanding the basic concepts for implementing VAS services, the business process of Astrology on Demand VAS and analyzing the key performance Indicators such as gross addition in number of subscriber to the service, churn rate, total revenue from each region of operation required for rational decision making with view of maximizing the profit.