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The Rise of Mobile Entertainment: VAS Innovations in India

Explore the dynamic landscape of mobile entertainment in India, highlighting the growth of mobile phones, TVs, and PCs. With an estimated 4 billion mobile phones globally, and over 310 million in India alone, the demand for Value-Added Services (VAS) is soaring. This piece examines innovative VAS offerings, from interactive experiences like Box Office and Music Café to mobile commerce solutions. Key drivers include effective pricing strategies and localized content, marking the future of infotainment as a crucial component for customer acquisition and retention.

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The Rise of Mobile Entertainment: VAS Innovations in India

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  1. Entertainment from 6 Inches Srinivas Gopal-GM Marketing VAS

  2. Which screen is the “biggest”? • Mobile Phones -- 4 BILLION • (2009 Forecast). • 310 MM+ in India growing @ about 19% • TVs -- 1.6 billion (estd) • *Estd. 110 MM in India growing @ 10% • PCs -- 850 million • 22 MM in India growing @ 11% * TNS Market Research, 2007

  3. VAS Services Across the Spectrum EXPERIENCE TIME

  4. Idea VAS Services :Many Industry Firsts

  5. Idea Fresh • Box Office • The Galleria • Music Café • Games Station • My Gang • Fun Services

  6. !dea brings to you

  7. Path Breaking initiative in Made-For-Mobile Entertainment Audience Interactivity Audience Connect

  8. Single Ad Interface Ad Aggregator 2 Ad Aggregator 3 Ad Aggregator 2 SMS WAP Voice Video USSD Internet Application Web based API CRM (Demographic, Geographic & Psychographic Information) Automated Data Extraction Analytical Reporting Subscriber Master Payments Usage VAS Events Platforms that create advertiser value

  9. Mobile Commerce Big Picture: Payments, Banking and Money Services form part of the ecosystem Retail Merchants Banks Security Post Office Collection C Care MFIs M-Wallet Remittances mPayments Platform Services Subscriber Services Payment Services

  10. Idea VAS – Key Drivers Innovative Pricing Strategy Localization of Content & Portals Pay Per Day / Per Month Telugu Voice/WAP portal Make VAS key to acquisition, retention & increase ARPU Increase data penetration VAS across segments Internet, WAP, MMS & Email Youth, Women & Business

  11. The Future is Mobile Infotainment….. srinivas.gopal@idea.adityabirla.com

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