The company in news is Willow.TV. It is the world’s leading portal for live Internet streaming of all Cricket events worldwide, and has been providing live streaming video of every major cricket series since 2003. It is a paid site with a subscriber base of over a million registered users, primarily in the US, Canada, Australia and Europe. It provides subscribers with an unparalleled viewing experience with enhancements such as live interactive scorecards and high bandwidth video streams as well as mobile and IM offerings
Willow.TV, last year, streamed all major cricket events live, including the iconic Indian Premier League, as well as all Australian, South African and English international matches. The Willow.TV gain maximum visibility in India when it telecasted the Indian Premier League.
Reliance Big Entertainment, which is on buying spree, has acquired a majority stake in the US-based cricket webcasting portal - Willow TV. According to the report The Anil Ambani company will invest Rs 300 crore in the portal over the next two years. The amount also includes the acquisition price of the portal.
Reliance Big Entertainment has been aggressively strengthening its position in the entertainment and media space and has been building value across the value chain. The acquisition will strengthen the presence of Reliance Big Entertainment in new media.
Monday, September 8, 2008
Nazara Technologies to Launch Eklavya, and Yudhistra in Mobile Game
Nazara Technologies is a leading mobile entertainment company focused on the 100 million plus mobile subscriber base in India. The company specialise in localized content that is relevant in India. They have developeed a range of branded and original mobile content that is highly relevant to the culturally diverse consumer base in the country.
Nazara Technologies specialises in high-end 3D graphics, fast multiplayer services. The company has aggressive plans to develop games, and a multiplayer platform to cater to the growing demand. They also have plans to launch cross platform gaming that integrates with Internet and DTH.
Eklavya, The Great Yudhistra soon on iPhone
The mobile gaming company Nazara Technologies is in talks with Apple Computers, maker of iPhone, and its two Indian retailers Airtel and Vodafone Essar to develop a couple of mythology-based games which would be available in the next 4-6 months. The dedicated team of professionals is working on the mythological games such as Eklavya and The Great Yudhistra for iPhones.
Once Nazara Technologies launch the game for the iPhone subscribers the user can doenload the game for retailer sites. The cost of each download would be between INR 30-50 for the subscribers.
Nazara Technologies specialises in high-end 3D graphics, fast multiplayer services. The company has aggressive plans to develop games, and a multiplayer platform to cater to the growing demand. They also have plans to launch cross platform gaming that integrates with Internet and DTH.
Eklavya, The Great Yudhistra soon on iPhone
The mobile gaming company Nazara Technologies is in talks with Apple Computers, maker of iPhone, and its two Indian retailers Airtel and Vodafone Essar to develop a couple of mythology-based games which would be available in the next 4-6 months. The dedicated team of professionals is working on the mythological games such as Eklavya and The Great Yudhistra for iPhones.
Once Nazara Technologies launch the game for the iPhone subscribers the user can doenload the game for retailer sites. The cost of each download would be between INR 30-50 for the subscribers.
Saturday, September 6, 2008
Akbar Birbal remixed: A New Beginning
Rajshri Media
Rajshri Media is the digital entertainment arm of the 60-year old Rajshri group, one of India’s oldest, largest and most successful Film and TV Studios. It also has successful operations in TV production and music publishing. The group has produced over 50 films till date many of which have attained significant commercial and critical success.
Rajshri Media is one of the leading Internet and Mobile Studios of India. The company runs India’s leading broadband video streaming and download portal http://www.rajshri.com their Internet and Mobile videos are also available at their Youtube channel – http://www.youtube.com/rajshri.
Akbar Birbal remixed: A new beginning
Gone are the days of TV serials; its age of Internet and mobile serials. Rajshri Media, India’s leading Web and Mobile Studio, has launched Akbar Birbal remixed. The Akbar Birbal remixed is 3 minute a piece 90 episode series. The Akbar Birbal remixed, set in the by-lanes of Bhendi Bazar in Mumbai.
The show revolves around a loud and brazen don – Akbar Anna, and his intelligent , witty and ever-bankable sidekick – Birbal Bhaiya. Each day, to them, begins with it a new nut to crack. Doesn’t it sound like Akbar-Birbal, and Muna Bhai – Circuit combination? The first 10 episodes are live on http://www.rajshri.com and their Youtube channel which is http://www.youtube.com/rajshri. In addition, it will be launched soon on MMS and SMS via Idea Cellular.
Rajshri would reformat the content for audio and text and will be distributing it to Idea for 3 months, thereafter going live across other operators. The content will be released initially on Internet and mobile and subsequently formatted for TV, home video and Radio.
Rajshri Media is the digital entertainment arm of the 60-year old Rajshri group, one of India’s oldest, largest and most successful Film and TV Studios. It also has successful operations in TV production and music publishing. The group has produced over 50 films till date many of which have attained significant commercial and critical success.
Rajshri Media is one of the leading Internet and Mobile Studios of India. The company runs India’s leading broadband video streaming and download portal http://www.rajshri.com their Internet and Mobile videos are also available at their Youtube channel – http://www.youtube.com/rajshri.
Akbar Birbal remixed: A new beginning
Gone are the days of TV serials; its age of Internet and mobile serials. Rajshri Media, India’s leading Web and Mobile Studio, has launched Akbar Birbal remixed. The Akbar Birbal remixed is 3 minute a piece 90 episode series. The Akbar Birbal remixed, set in the by-lanes of Bhendi Bazar in Mumbai.
The show revolves around a loud and brazen don – Akbar Anna, and his intelligent , witty and ever-bankable sidekick – Birbal Bhaiya. Each day, to them, begins with it a new nut to crack. Doesn’t it sound like Akbar-Birbal, and Muna Bhai – Circuit combination? The first 10 episodes are live on http://www.rajshri.com and their Youtube channel which is http://www.youtube.com/rajshri. In addition, it will be launched soon on MMS and SMS via Idea Cellular.
Rajshri would reformat the content for audio and text and will be distributing it to Idea for 3 months, thereafter going live across other operators. The content will be released initially on Internet and mobile and subsequently formatted for TV, home video and Radio.
Mobile Value Added Services demands Level playing field with Telecoms
The value added services industry has contributed significantly to the growth and adoption of mobile telephony in India. It has also helped telecom sector clock additional revenue. Hence, it is imperative to have a level playing field between large telecommunication and small Mobile Value Added Services companies. Based on the fact the Internet and Mobile Association of India (IAMAI) has sought a level playing field between the telecom operators and the value added services companies. They strongly believe that it is imperative for the growth and sustainability of mobile telephony in India.
IAMAI has asked for a faster process of obtaining shortcodes, standardisation of the terms and conditions of access and interconnection and a transparent revenue sharing model between operators and Mobile Value Added Services players. IAMAI has also said that there should be some additional obligations on the current licensees in terms of maintaining a level playing field, otherwise, the MVAS industry should be treated as the single largest users of telecom services and their rights should be protected.
Source: http://economictimes.indiatimes.com/
IAMAI has asked for a faster process of obtaining shortcodes, standardisation of the terms and conditions of access and interconnection and a transparent revenue sharing model between operators and Mobile Value Added Services players. IAMAI has also said that there should be some additional obligations on the current licensees in terms of maintaining a level playing field, otherwise, the MVAS industry should be treated as the single largest users of telecom services and their rights should be protected.
Source: http://economictimes.indiatimes.com/
ACL Wireless Limited
ACL established in 2000 is a privately owned company funded by IAVM, with strategic investments from Naspers/MIH. It employs over 240 people and is headquartered in Delhi.
ACL Wireless is a mobile VAS player in managed mobility and community messaging service across 21 countries. It works with Airtel in India, MTC-Vodafone in Middle East, Claro in Brazil and AIS in Thailand. ACL Wireless offers interactive SMS & voice response along with permission based SMS broadcasts & alerts. ACL wireless offerings also includes service creation and operation for enterprises and operator VAS, billing & content aggregation. Its community & messaging services suite includes: mobile chat, mobile social networking, mobile photo sharing and internet messengers on mobile available across GPRS & SMS mediums.
ACL has partnerships with Gemalto, Smart Trust, Eposs and Unified Communications which enable it to develop cutting edge products and distribute them globally.
ACL Wireless is a mobile VAS player in managed mobility and community messaging service across 21 countries. It works with Airtel in India, MTC-Vodafone in Middle East, Claro in Brazil and AIS in Thailand. ACL Wireless offers interactive SMS & voice response along with permission based SMS broadcasts & alerts. ACL wireless offerings also includes service creation and operation for enterprises and operator VAS, billing & content aggregation. Its community & messaging services suite includes: mobile chat, mobile social networking, mobile photo sharing and internet messengers on mobile available across GPRS & SMS mediums.
ACL has partnerships with Gemalto, Smart Trust, Eposs and Unified Communications which enable it to develop cutting edge products and distribute them globally.
ACL Wireless Limited
ACL established in 2000 is a privately owned company funded by IAVM, with strategic investments from Naspers/MIH. It employs over 240 people and is headquartered in Delhi.
ACL Wireless is a mobile VAS player in managed mobility and community messaging service across 21 countries. It works with Airtel in India, MTC-Vodafone in Middle East, Claro in Brazil and AIS in Thailand. ACL Wireless offers interactive SMS & voice response along with permission based SMS broadcasts & alerts. ACL wireless offerings also includes service creation and operation for enterprises and operator VAS, billing & content aggregation. Its community & messaging services suite includes: mobile chat, mobile social networking, mobile photo sharing and internet messengers on mobile available across GPRS & SMS mediums.
ACL has partnerships with Gemalto, Smart Trust, Eposs and Unified Communications which enable it to develop cutting edge products and distribute them globally.
ACL Wireless is a mobile VAS player in managed mobility and community messaging service across 21 countries. It works with Airtel in India, MTC-Vodafone in Middle East, Claro in Brazil and AIS in Thailand. ACL Wireless offers interactive SMS & voice response along with permission based SMS broadcasts & alerts. ACL wireless offerings also includes service creation and operation for enterprises and operator VAS, billing & content aggregation. Its community & messaging services suite includes: mobile chat, mobile social networking, mobile photo sharing and internet messengers on mobile available across GPRS & SMS mediums.
ACL has partnerships with Gemalto, Smart Trust, Eposs and Unified Communications which enable it to develop cutting edge products and distribute them globally.
Spice Mobile VAS (formerly Cellebrum)
The spice group promoted company has recently gone through rebranding and is now called as ‘Spice Mobile VAS’. The company is headquartered in Parwanoo in HP. Spice Mobile VAS has presence in 10 countries and employs around 450 people. Its corporate office is in Noida and registered office is in New Delhi. It also has regional offices in Chandigarh, Mumbai, Kolkata, Lucknow and Bangalore. Spice Mobile VAS is a technology enabler in wireless application space. The company develops applications for three main segments - voice based services, messaging and roaming.
Webaroo
Webaroo established in June 2004 has developed several market leading products. Some have already achieved significant market attraction. Webaroo employs approximately 150 people in its offices in India and USA. Webaroo’s founders include Silicon Valley based experienced serial entrepreneurs Rakesh Mathur (founder of Armedia, Junglee, Stratify) and Beerud Sheth (founder of Elance). Webaroo’s management includes world-class, highly-experienced executives with decades of experience in building and managing high-growth companies. Webaroo has offices in Silicon Valley, Seattle, Mumbai and Delhi. Webaroo develops mobile software and services for consumers across the world. With a large and rapidly growing user-base, it offers advertisers — unprecedented mobile reach and targeting. Its core offering include SMS GupShup service that enables creation of groups of any size and allow communication with all group members at a cost of a single SMS sent by the group creator; Webaroo Software enables users to browse and search web content offline which is compressed for consumption on laptops, PDAs or smartphones. Since these features are built on an SMS platform, it can be used even on the most basic and low-end phones.
Phoneytunes
Phoneytunes offers mobile content services, content management solutions, premium billing platforms. Phoneytunes has a state-of-art technology development center in New Delhi. Phoneytunes is among the top and most respected players in the Telecom VAS domain with a series of highly innovative, high feature and revenue generating services and platforms helping carriers and operators globally with powerful technological solutions. The key values while designing solutions include helping operators with increase in revenues and reduction in costs. Phoneytunes focus on: Development Platforms which include BREW, SMS, Symbian MMS platforms, online charging platforms, portal frameworks; Content creation & aggregation which offer mobile content and interactive voice recognition systems, Customized polyphonic and monophonic ringtones creation, wallpapers, video downloads; Application Development that include Utility applications like SMS gateways & SMS applications. Fun Applications like SMS / WAP Games & Chat/ Dating engines; and Other services including mobile secrets, phone tricks, lost mobile reporting board and a discussion forum.
OnMobile
OnMobile, Incubated at Infosys in 2000, is headquartered in Bangalore. It is the first Indian telecom VAS company to go public. OnMobile also has offices in Mumbai, Delhi, Singapore, Paris, Jakarta, London, Kuala Lumpur, Seattle and Sydney. OnMobile is India’s largest white labeled VAS company for Mobile, Landline and Media Service Providers. OnMobile offers integrated platform across various technology silos traditionally found in Telco’s infrastructure for up selling and improving user experience. On Mobile services include: Managed Services like infrastructure, operations, SLA management, fault management etc. for telcos; Marketing Support Services which include Mobile 1-to-1 marketing, Event based opportunity analysis, execution of marketing services, Content Aggregation and Management for their enterprises customers; and Mobile Media, and mCommerce.
The acquisition of French data products company Voxmobili has further strengthened the product portfolio with products like Phone Backup, Network Address Book & Mobile Paparazzi - deployed with many global carriers like Orange, AT&T, France Telecom, T-Mobile, Wanadoo, & Turkcell.
The acquisition of French data products company Voxmobili has further strengthened the product portfolio with products like Phone Backup, Network Address Book & Mobile Paparazzi - deployed with many global carriers like Orange, AT&T, France Telecom, T-Mobile, Wanadoo, & Turkcell.
Mauj
Mauj established in 2003, as a digital media entertainment company. It is the wireless division of the People group with interests across very well known internet businesses in India like (Shaadi.com, Fropper.com) and Film Production (People Pictures). MAUJ has developed partnerships with more than 25 operators and portals worldwide. The Company specializes in Mobile games both in the domestic as well as international markets. The company currently develops over 20 original titles every month and also has marketing rights for 800 international mobile games. The company has one of the strongest management teams as well as infrastructure in this industry and employs approximately 150 people in its offices in Mumbai, Delhi, Chennai, Dubai, London, and New York.
Mauj offers services in three areas: Mobile Content & Applications aggregation and repurposing which includes Games, Wallpapers, Ringtones, News, Matrimonial; Mobile Software & Services which provides Middleware Solutions, Roaming Applications, SMS Gateways; and Mobile Media Solutions which includes Advertising and Branding Opportunities.
Mauj offers services in three areas: Mobile Content & Applications aggregation and repurposing which includes Games, Wallpapers, Ringtones, News, Matrimonial; Mobile Software & Services which provides Middleware Solutions, Roaming Applications, SMS Gateways; and Mobile Media Solutions which includes Advertising and Branding Opportunities.
Indiagames
Indiagames Ltd is India’s benchmark mobile and online gaming company The Company is engaged in publishing and developing games across various platforms including Online through its portal www.indiagames.com, and Mobile. Majority of Indiagames revenues comes from international markets as in India industry is still in its nascent stage. The company plans to tap the growing mobile market in India and is investing heavily in generating awareness about games among mobile users. Indiagames is targeting 50% market share in mobile gaming business by 2010.
Indiagames has over 300 employees and offices in Mumbai, London, Los Angeles & Beijing. Indiagames’ distribute its product through partnerships with mobile operators in over 75 countries. The key investors of Indiagames include UTV, Adobe Inc. and Cisco Systems Inc.
Indiagames has over 300 employees and offices in Mumbai, London, Los Angeles & Beijing. Indiagames’ distribute its product through partnerships with mobile operators in over 75 countries. The key investors of Indiagames include UTV, Adobe Inc. and Cisco Systems Inc.
Bharti Telesoft
Bharti Telesoft, established in 1999 is owned by Bharti Enterprises, venture capital investors Sequoia Capital and Cisco. Bharti Telesoft offers software products and services to wireless and wireline operators.
In 2002, Bharti Telesoft acquired CellCloud Technologies, a leader in the field of prepaid recharge solutions and in 2007, acquired Jataayu a leading player in the mobile Internet space, to bolster its portfolio of Internet and VAS applications for mobile operators and handset manufacturers. Bharti Telesoft has deployed solutions for over 100 mobile operator customers in more than 60 countries worldwide. Its solutions help power services to over 500 million mobile subscribers globally. It has a strong sales and marketing focus in the Asia Pacific region, Russia and the CIS, the Middle- East, Africa, Europe and Latin America. It has its R&D facilities at New Delhi, Banglore and Mumbai.
Bharti Telesoft is works on number of services including SMS router, voice SMS, SMS chat, and Live video services, P2P transactions including balance transfer, music sharing and videos sharing. mCommerce and Live TV to mobile are the key focus areas for future growth.
In 2002, Bharti Telesoft acquired CellCloud Technologies, a leader in the field of prepaid recharge solutions and in 2007, acquired Jataayu a leading player in the mobile Internet space, to bolster its portfolio of Internet and VAS applications for mobile operators and handset manufacturers. Bharti Telesoft has deployed solutions for over 100 mobile operator customers in more than 60 countries worldwide. Its solutions help power services to over 500 million mobile subscribers globally. It has a strong sales and marketing focus in the Asia Pacific region, Russia and the CIS, the Middle- East, Africa, Europe and Latin America. It has its R&D facilities at New Delhi, Banglore and Mumbai.
Bharti Telesoft is works on number of services including SMS router, voice SMS, SMS chat, and Live video services, P2P transactions including balance transfer, music sharing and videos sharing. mCommerce and Live TV to mobile are the key focus areas for future growth.
PayMate
PayMate established in 2006 is a Mumbai based wireless transactions platform provider. It spin-off from Coruscant Tec, to on wireless content. PayMate has created a viable ecosystem to enable wireless transactions connecting banks, switches, merchants and customers using a simple, secure and seamless technology.
PayMate portfolio includes products like GiftMate, FlyBuySms and many more value added services which go beyond just payments to stuff like mobile shopping and gifting. The primary offerings of PayMate are : one, Payment Services where consumers can use their credit card via mobile phones for in-person and remote purchases and transactions like shop online, buy movie & airline tickets, pay bills at restaurants and retail stores, etc. Two, Gift Mate, a mobile voucher, which enables one to gift money to anyone with a mobile phone which can then be spent at over 3,000 online and offline stores.
PayMate portfolio includes products like GiftMate, FlyBuySms and many more value added services which go beyond just payments to stuff like mobile shopping and gifting. The primary offerings of PayMate are : one, Payment Services where consumers can use their credit card via mobile phones for in-person and remote purchases and transactions like shop online, buy movie & airline tickets, pay bills at restaurants and retail stores, etc. Two, Gift Mate, a mobile voucher, which enables one to gift money to anyone with a mobile phone which can then be spent at over 3,000 online and offline stores.
Mobile Value Added Services
In the early years telecom revolution piggybacked on booming Indian economy, increased disposable income, proliferation of mobile devices, and reduction in call rates. The scenario has changed; Indian mobile users are very comfortable in using their phones and want to exercise option other than the basic voice applications. Today, the mobile phone has become a truly personal device and Mobile Value Added Services (MVAS) has become an extension of persona. Currently Mobile Value Added Services accounts for 10-12 percent of the operator’s revenue. Industry research on MVAS suggest that, in the next 10 years it will contribute around 60 percent of the telecom operator’s revenue. They believe innovative mobile content and applications are the only way to keep a subscriber glued to particular services. In India, the revenue from MVAS is expected to increase to USD 348.8 M in 2009, at a compound annual growth rate of more than 50 percent. The prominent players of the industry are ACL Wireless, Active Media, Air2Web, AOL Mobile, Cellebrum, Cellnext, Hungama Mobile, IMIMobile, Indiatimes Mobile, Jataayu, Mauj, Mobile365, One97, OnMobile, Phoneytunes, Roamware.
MVAS in India has grown from the early days of SMS to host of other services including wallpapers downloads, ring tones, caller ring back tones, SMS contests, and games. For better understanding of the MVAS, it can be divided into basic and advanced services.
Basic MVAS includes SMS and Mobile music. Growth of SMS traffic is a direct result of high voice traffic with SMS as it is priced substantially below call tariffs. This has led to extensive use of SMS based services by the operators, especially the reality shows. Indian Film Industry, electoral campaign, and Sports sponsors. The other prominent basic MVAS is Mobile music. It comprises ring tones, caller ring-back tones, and music clips.
Advanced MVAS include mobile TV/video, full-motion videos, wireless teleconferencing, multi-player online games, and m-commerce. These services typically require high bandwidth and a superior level of support technology. The introduction of 3G will help operatrs enhance features of SMS based IM’s, Stock Alerts, Chat Applications, Examination results, Movie Ticketing.
VALUE CHAIN
There are multiple stakeholders playing across the MVAS value chain many with overlapping roles and functions. A well demarcated value chain of MVAS is yet to evolve. The main stakeholders involved in the vas value chain are:
Content owners: At the first level of the MVAS value chain are the content owners, which develop original copyright content. There are different forms of content providers. First in the list is the original copyright content developer like music production houses – Tseries, BIG Music, SaReGaMa, Sony; bollywood production houses – Adlabs, Yash Raj and other media houses – Star, NDTV, Zee, and TV18. There are other set of players who are customized content creators for the mobile value added services. They are the companies who generate customized content for users through their own portals like Mauj, One 97, and Hungama Mobile.
Mobile operators: They provide transport and support mechanisms for delivery of mobile content. Most operators are now trying to innovate their Value Added Services offerings and create sharper differentiation for their offerings. Most of the basic content available to the end users revolves ringtones of popular bollywood songs, wallpapers of movie, and games developed around movie themes.
Technology enablers: They provide technology platforms that enable access to MVAS. They are content portals or content aggregators. These are organizations that gather web content and distribute content to suit customer needs like hungama Mobile, Indiatimes , OnMobile, Bharti Telesoft, Webaroo, etc.
Handset manufacturers: Mobile handset manufacturers also play an important role by including embedding software links in their handsets, allowing direct access to content portals, creating services customized to the need of certain regions, etc
BARRIERS TO GROWTH OF MVAS IN INDIA
In India, the VAS industry is still don’t have a proper process or common benchmark. Furthermore, the revenue sharing is a major issue. It stems from the fact that the operators charge low revenue from the end user leading to lower revenue share with MVAS. The industry has attracted many players, leading to the competition which is driving down the revenue share. Few other challenges are to show the customer value beyond mobile entertainment, establish MVAS standards, copyright protection initiatives. The challenges that need the immediate attention of key stakeholders are:
Copyright protection: In India, the regulatory framework for copyright protection continues to remain weak despite the extension of existing copyright laws to content. The MVAS industry requires a stringent regulatory framework in place, to encourage the flow of branded content to consumers. The protected MVAS content will lead to increased revenues from data services, stop customer churn and motivate MVAS provider to investment in innovative.
Low feature handsets: In India, the mobile subscriber base is growing, a large chunk of the market is opting for basic low feature handsets in spite of the fact that handset prices are coming down. According to the India Mobile Handset Usage Satisfaction Study 2006, an integrated digital camera, FM Radio, and speaker phone features remain the most likely upgrade drivers. The poor penetration of feature-rich mobile handsets is a barrier to the growth of MVAS in India.
Transparency in revenue sharing arrangements: In Indian market the biggest area of concern is the skewed revenue sharing models where the content providers have to share revenue with content aggregator and service provider. The Indian MVAS industry needs to take a close look at best practices in developed markets like China, Japan, and other European nations to design a fair revenue distribution system. There is a need to create a transparent framework with a fair system of payouts to different stakeholders across the value chain.
Focus on youth and entertainment: The MVAS market in India continues to be focused on entertainment – movies, music and sports which cater to the needs of the younger consumer segment. There is a need to focus on information VAS and transactional VAS (M-commerce), which will ensure uniform growth among all consumer segments. MVAS should create applications for niche segments, which will create real value for the subscribers.
Absence of utility services: The cost of Entertainment VAS, which has a high perceived value, is high but over a period of time as customers get used to it, the willingness to pay high amounts may come down and then MVAS will have to shift focus from Entertainment VAS to other utility services. These are the services which have a high practical value. They services mainly fall in the category of mCommerce and to some extent Infotainment. The future belongs to services providing value to the customer exploiting the mobility factor.
Lack of Infrastructure: There are a lot of services which cannot be introduced in India because of lack of supporting infrastructure. The major roadblock in providing quality content to the end user has been the availability of bandwidth. Most of the applications are not able to provide the optimum user experience due to bandwidth issue, which makes streaming and downloading practically impossible.
THE FUTURE OF MVAS IN INDIA
In years to come MVAS will see a lot of structural changes, consolidation and emergence of cutting edge services. At present biggest pie of the MVAS revenue goes to the mobile operators but in years to come they will lose prominence in the value chain. The market for Content Aggregators will consolidate and with their better bargaining power, this will ensure a revenue shift from Operators to Aggregators in the value chain. In MVAS content there will be shift from entertainment MVAS to interactive MVAS. However mobile gaming will continue to grow and will contribute a higher share to the VAS pie. The other big change is emergence of regional content. The regional content is giving a significant boost to the content market especially in the entertainment category. With all these changes the MVAS industry is about to mature.
MVAS in India has grown from the early days of SMS to host of other services including wallpapers downloads, ring tones, caller ring back tones, SMS contests, and games. For better understanding of the MVAS, it can be divided into basic and advanced services.
Basic MVAS includes SMS and Mobile music. Growth of SMS traffic is a direct result of high voice traffic with SMS as it is priced substantially below call tariffs. This has led to extensive use of SMS based services by the operators, especially the reality shows. Indian Film Industry, electoral campaign, and Sports sponsors. The other prominent basic MVAS is Mobile music. It comprises ring tones, caller ring-back tones, and music clips.
Advanced MVAS include mobile TV/video, full-motion videos, wireless teleconferencing, multi-player online games, and m-commerce. These services typically require high bandwidth and a superior level of support technology. The introduction of 3G will help operatrs enhance features of SMS based IM’s, Stock Alerts, Chat Applications, Examination results, Movie Ticketing.
VALUE CHAIN
There are multiple stakeholders playing across the MVAS value chain many with overlapping roles and functions. A well demarcated value chain of MVAS is yet to evolve. The main stakeholders involved in the vas value chain are:
Content owners: At the first level of the MVAS value chain are the content owners, which develop original copyright content. There are different forms of content providers. First in the list is the original copyright content developer like music production houses – Tseries, BIG Music, SaReGaMa, Sony; bollywood production houses – Adlabs, Yash Raj and other media houses – Star, NDTV, Zee, and TV18. There are other set of players who are customized content creators for the mobile value added services. They are the companies who generate customized content for users through their own portals like Mauj, One 97, and Hungama Mobile.
Mobile operators: They provide transport and support mechanisms for delivery of mobile content. Most operators are now trying to innovate their Value Added Services offerings and create sharper differentiation for their offerings. Most of the basic content available to the end users revolves ringtones of popular bollywood songs, wallpapers of movie, and games developed around movie themes.
Technology enablers: They provide technology platforms that enable access to MVAS. They are content portals or content aggregators. These are organizations that gather web content and distribute content to suit customer needs like hungama Mobile, Indiatimes , OnMobile, Bharti Telesoft, Webaroo, etc.
Handset manufacturers: Mobile handset manufacturers also play an important role by including embedding software links in their handsets, allowing direct access to content portals, creating services customized to the need of certain regions, etc
BARRIERS TO GROWTH OF MVAS IN INDIA
In India, the VAS industry is still don’t have a proper process or common benchmark. Furthermore, the revenue sharing is a major issue. It stems from the fact that the operators charge low revenue from the end user leading to lower revenue share with MVAS. The industry has attracted many players, leading to the competition which is driving down the revenue share. Few other challenges are to show the customer value beyond mobile entertainment, establish MVAS standards, copyright protection initiatives. The challenges that need the immediate attention of key stakeholders are:
Copyright protection: In India, the regulatory framework for copyright protection continues to remain weak despite the extension of existing copyright laws to content. The MVAS industry requires a stringent regulatory framework in place, to encourage the flow of branded content to consumers. The protected MVAS content will lead to increased revenues from data services, stop customer churn and motivate MVAS provider to investment in innovative.
Low feature handsets: In India, the mobile subscriber base is growing, a large chunk of the market is opting for basic low feature handsets in spite of the fact that handset prices are coming down. According to the India Mobile Handset Usage Satisfaction Study 2006, an integrated digital camera, FM Radio, and speaker phone features remain the most likely upgrade drivers. The poor penetration of feature-rich mobile handsets is a barrier to the growth of MVAS in India.
Transparency in revenue sharing arrangements: In Indian market the biggest area of concern is the skewed revenue sharing models where the content providers have to share revenue with content aggregator and service provider. The Indian MVAS industry needs to take a close look at best practices in developed markets like China, Japan, and other European nations to design a fair revenue distribution system. There is a need to create a transparent framework with a fair system of payouts to different stakeholders across the value chain.
Focus on youth and entertainment: The MVAS market in India continues to be focused on entertainment – movies, music and sports which cater to the needs of the younger consumer segment. There is a need to focus on information VAS and transactional VAS (M-commerce), which will ensure uniform growth among all consumer segments. MVAS should create applications for niche segments, which will create real value for the subscribers.
Absence of utility services: The cost of Entertainment VAS, which has a high perceived value, is high but over a period of time as customers get used to it, the willingness to pay high amounts may come down and then MVAS will have to shift focus from Entertainment VAS to other utility services. These are the services which have a high practical value. They services mainly fall in the category of mCommerce and to some extent Infotainment. The future belongs to services providing value to the customer exploiting the mobility factor.
Lack of Infrastructure: There are a lot of services which cannot be introduced in India because of lack of supporting infrastructure. The major roadblock in providing quality content to the end user has been the availability of bandwidth. Most of the applications are not able to provide the optimum user experience due to bandwidth issue, which makes streaming and downloading practically impossible.
THE FUTURE OF MVAS IN INDIA
In years to come MVAS will see a lot of structural changes, consolidation and emergence of cutting edge services. At present biggest pie of the MVAS revenue goes to the mobile operators but in years to come they will lose prominence in the value chain. The market for Content Aggregators will consolidate and with their better bargaining power, this will ensure a revenue shift from Operators to Aggregators in the value chain. In MVAS content there will be shift from entertainment MVAS to interactive MVAS. However mobile gaming will continue to grow and will contribute a higher share to the VAS pie. The other big change is emergence of regional content. The regional content is giving a significant boost to the content market especially in the entertainment category. With all these changes the MVAS industry is about to mature.
Mobile Phone – The Fourth Screen
Birth of Fourth Screen
2007, Barcelona, Spain hosted the 3GSM World Congress. It marked the entry of the Indian film industry into the GSM communication arena. At this event, Indian film industry showcased its first film specially created for mobile phone users across the world. No wonder the 3GSM World Congress also witnessed the birth of Fourth Screen (the Silver Screen, TV, PC, and now Mobile screen) in India. This move is expected to have a huge impact not only on the Indian mobile phone market but also on the media industry. The emergence of the Fourth Screen can be seen as the first step towards Indian film industry‘s foray into the mobile entertainment market. It also marked the emergence of the mobile phone from merely a communication device to becoming a major source of entertainment.
First Movie on Fourth Screen
The movie showcased at the 3GSM World Congress was Dus Kahaniyaan. It is one of innovative story telling initiative which was tailored for mobile devices. Dus Kahaniyaan was produced by one of the leading Bollywood producers Sanjay Gupta. Sanjay Gupta’s entry in the mobile entertainment market was supported by GSMA, Roamware Inc., and Hungama Mobile. MVAS company, Roamware helped producers of Dus Kahaniyaan. in integrating the film content into the mobile phone through its ‘Media Call’ technology. Hungama helped in publishing the mobile phone content. The mobile VAS providers – Roamware, and Hungama Mobile saw tremendous potential in Bollywood movies. They believed that formatting the content for the mobile audience would increase the reach of the movie. The features like simplicity of delivery ease of use, and accessibility provides the fourth screen edge over others.
The fourth screen has also hit serials. This is the age of Internet and mobile serials, Rajshri Media, India’s leading Web and Mobile Studio, has launched Akbar Birbal remixed. The Akbar Birbal remixed is 3 minute a piece 90 episode series. The Akbar Birbal remixed, set in the by-lanes of Bhendi Bazar in Mumbai. (Read report on http://chaturvedibraj.wordpress.com/2008/07/04/akbar-birbal-remixed-a-new-beginning/)
MVAS to play critical role in development of Fourth ScreenThe MVAS market in India is fragmented and each player have unique value offering. These MVAS providers can join hands and develop a pool which jointly offers complete entertainment package. In the case of Dus Kahaniyaan two different MVAS players – Hungama Mobile had experience in content publishing and Roamware had global reach, collaborated to develop the offerings.
Handset Manufacturers role in development of Fourth ScreenWhile mobile entertainment companies have been developing interesting content for the mobile phone users, mobile handset companies have tried to come out with the latest technologies that support such offerings. In late 2007, Nokia entered into an agreement with leading Bollywood actor Shah Rukh Khan for making movie clips, ring tones, wallpapers for his film, Om Shanti Om.
Conclusion
Mobile entertainment is poised to drive not only mobile entertainment industry in a big way but also attracting advertisers who are also viewing it as an attractive new media channel.
2007, Barcelona, Spain hosted the 3GSM World Congress. It marked the entry of the Indian film industry into the GSM communication arena. At this event, Indian film industry showcased its first film specially created for mobile phone users across the world. No wonder the 3GSM World Congress also witnessed the birth of Fourth Screen (the Silver Screen, TV, PC, and now Mobile screen) in India. This move is expected to have a huge impact not only on the Indian mobile phone market but also on the media industry. The emergence of the Fourth Screen can be seen as the first step towards Indian film industry‘s foray into the mobile entertainment market. It also marked the emergence of the mobile phone from merely a communication device to becoming a major source of entertainment.
First Movie on Fourth Screen
The movie showcased at the 3GSM World Congress was Dus Kahaniyaan. It is one of innovative story telling initiative which was tailored for mobile devices. Dus Kahaniyaan was produced by one of the leading Bollywood producers Sanjay Gupta. Sanjay Gupta’s entry in the mobile entertainment market was supported by GSMA, Roamware Inc., and Hungama Mobile. MVAS company, Roamware helped producers of Dus Kahaniyaan. in integrating the film content into the mobile phone through its ‘Media Call’ technology. Hungama helped in publishing the mobile phone content. The mobile VAS providers – Roamware, and Hungama Mobile saw tremendous potential in Bollywood movies. They believed that formatting the content for the mobile audience would increase the reach of the movie. The features like simplicity of delivery ease of use, and accessibility provides the fourth screen edge over others.
The fourth screen has also hit serials. This is the age of Internet and mobile serials, Rajshri Media, India’s leading Web and Mobile Studio, has launched Akbar Birbal remixed. The Akbar Birbal remixed is 3 minute a piece 90 episode series. The Akbar Birbal remixed, set in the by-lanes of Bhendi Bazar in Mumbai. (Read report on http://chaturvedibraj.wordpress.com/2008/07/04/akbar-birbal-remixed-a-new-beginning/)
MVAS to play critical role in development of Fourth ScreenThe MVAS market in India is fragmented and each player have unique value offering. These MVAS providers can join hands and develop a pool which jointly offers complete entertainment package. In the case of Dus Kahaniyaan two different MVAS players – Hungama Mobile had experience in content publishing and Roamware had global reach, collaborated to develop the offerings.
Handset Manufacturers role in development of Fourth ScreenWhile mobile entertainment companies have been developing interesting content for the mobile phone users, mobile handset companies have tried to come out with the latest technologies that support such offerings. In late 2007, Nokia entered into an agreement with leading Bollywood actor Shah Rukh Khan for making movie clips, ring tones, wallpapers for his film, Om Shanti Om.
Conclusion
Mobile entertainment is poised to drive not only mobile entertainment industry in a big way but also attracting advertisers who are also viewing it as an attractive new media channel.
Mobile Advertising
The business of encouraging people to buy products and services using the mobile channel as the medium to deliver the advertisement message
— Internet Message Access Protocol
Mobile advertising is an innovative and a customer-centric approach to reach promising customers. It includes advertising in the form of Short Message Service (SMS), mobile alerts, Multimedia Messaging Service (MMS), mobile games and videos. Mobile advertising can be divided into two main categories: Mobile Push Advertising and Mobile Pull Advertising. Mobile Push Advertising, can be in form of solicited or unsolicited advertising News alerts, job alerts and cricket score alerts are a few examples in this category. Mobile Pull Advertising, on the other hand, is defined as advertising when users request for the services from the service-provider for instance daily horoscope.
Mobile advertising is the latest buzz in the field of advertising, since it is a cost-effective way to promote and inform the target customers. With the advent of new media, mobile advertising has become one of the most demanding and integral part of marketing mix.
Benefits of Mobile Advertising
Mobile advertising is cost-effective and offers flexibility to inform target group as and when required. In the case of mobile advertising the advertising message can be personalized with respect to Target Audience. The mobile advertising is interactive in nature and advertiser gets feedback immediately. Though mobile advertising offers flexibility to contact target group as and when required. It also gives option of permission-based advertising, which is also governed by telecom rules and regulations. The mobile advertising is still not brand creator but it is more helpful in brand recall and brand interactivity. The benefits of mobile advertising include: flexibility of content, speed of reach.
Limitations of Mobile Advertising
Mobile advertising has limited message content. It is mostly driven by key words and target audiences in most of the cases take mobile advertisements casually. Moreover it still has very limited reach as compared to other conventional tools of advertising. The visual display is not as impressive as TV advertising. Though the advertiser has more control on the mobile advertising but still cant calculate ROI of advertising more accurately. Most importantly, mobile advertising is often criticized for intrusion of target audience privacy.
Guidelines for Mobile Advertising
The Mobile Marketing Association (MMA) has published guidelines for mobile advertising. These guidelines are designed specifically for the Asia-Pacific region to encourage the use of mobiles for advertising-related purposes as well as its acceptance by marketers and consumers.
As of now it is not in practice. There are companies, and advertisers violating the defined guidelines but we are moving in the direction where the advertising world will take it seriously.
Conclusion
Mobile Advertising is at infant stage of the life cycle. The share of advertising spend on mobile advertising is minimal but when advertising spend is seen from the lenses of life cycle it is a good start.
— Internet Message Access Protocol
Mobile advertising is an innovative and a customer-centric approach to reach promising customers. It includes advertising in the form of Short Message Service (SMS), mobile alerts, Multimedia Messaging Service (MMS), mobile games and videos. Mobile advertising can be divided into two main categories: Mobile Push Advertising and Mobile Pull Advertising. Mobile Push Advertising, can be in form of solicited or unsolicited advertising News alerts, job alerts and cricket score alerts are a few examples in this category. Mobile Pull Advertising, on the other hand, is defined as advertising when users request for the services from the service-provider for instance daily horoscope.
Mobile advertising is the latest buzz in the field of advertising, since it is a cost-effective way to promote and inform the target customers. With the advent of new media, mobile advertising has become one of the most demanding and integral part of marketing mix.
Benefits of Mobile Advertising
Mobile advertising is cost-effective and offers flexibility to inform target group as and when required. In the case of mobile advertising the advertising message can be personalized with respect to Target Audience. The mobile advertising is interactive in nature and advertiser gets feedback immediately. Though mobile advertising offers flexibility to contact target group as and when required. It also gives option of permission-based advertising, which is also governed by telecom rules and regulations. The mobile advertising is still not brand creator but it is more helpful in brand recall and brand interactivity. The benefits of mobile advertising include: flexibility of content, speed of reach.
Limitations of Mobile Advertising
Mobile advertising has limited message content. It is mostly driven by key words and target audiences in most of the cases take mobile advertisements casually. Moreover it still has very limited reach as compared to other conventional tools of advertising. The visual display is not as impressive as TV advertising. Though the advertiser has more control on the mobile advertising but still cant calculate ROI of advertising more accurately. Most importantly, mobile advertising is often criticized for intrusion of target audience privacy.
Guidelines for Mobile Advertising
The Mobile Marketing Association (MMA) has published guidelines for mobile advertising. These guidelines are designed specifically for the Asia-Pacific region to encourage the use of mobiles for advertising-related purposes as well as its acceptance by marketers and consumers.
As of now it is not in practice. There are companies, and advertisers violating the defined guidelines but we are moving in the direction where the advertising world will take it seriously.
Conclusion
Mobile Advertising is at infant stage of the life cycle. The share of advertising spend on mobile advertising is minimal but when advertising spend is seen from the lenses of life cycle it is a good start.
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