Assessment of Vas of Mobile Networks in India

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Assessment of Mobile Value-Added Services (M-VAS)
MARKETING RESEARCH ASSIGNMENT

UNDER GUIDANCE of
Dr. B. Padmanarayan
Prepared by
SANDEEP KUMAR
SUBHAS KAR
MANISH PRUSTY
GITAM SCHOOL OF INTERNATIONAL BUSINESS

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INDEX
CONTENTSPAGE NO

Acknowledgement....................................................................................................……….03
Need for the study …………………………………………………………………………….………….……04
Indian Telecom Sector- A Profile………………………………………………………..……………….05
Value added service-an introduction…………….…………………………………….…………..…..19
Analysis………………….…………………………………………………………………………..…………....28
Suggestions ………………………………………………………………………………………….………….40
Questionnaire……………………………………………………………………………………….………….41


ACKNOWLEDGEMENT
We owe a great many thanks to a great many people who helped and supported us during the preparation of this report. Our hearty thanks to our Research Methodology lecturer Dr B Padmanarayan for guiding us through the project and correcting the various documents with attention and upmost care. She has taken the pain to go through the report and make necessary adjustment and correction where required. We would also thank our Institution and our Faculty members without whom this project would have been a distinct reality. We also extend our heartfelt thanks to our family and well wishers.
NEED FOR THE STUDY
The mobile subscriber base is growing at a scorching pace in India, India is now the 5th country in the world to have crossed the 100 million mark in subscriber base and has in the last two months become the fastest growing mobile market in the world. As of February 2011, India has 791.38 million mobile subscribers and is also the second largest telecommunication network in the world in terms of number of wireless connections after China. As average revenue per user decrease from voice drops, and voice becomes commoditized, Telcos are increasingly looking at data as an additional revenue stream. The end users have also embraced VAS and it contributes between 10-11% of the revenues of different Telcos. Thus Mobile VAS has become an important element in the growth of mobile telephony in India. Yet it is also equally true that there is little clarity on business issues and growth seems to be driven by more by inherent market momentum than a concentrated effort on the part of the stakeholders; differences exist even on basic issues like definition for Mobile VAS. Thus an understanding into the VAS space is needed to help stakeholders give a direction to this wave of growth. This report explores the key issues around the value chain of Mobile VAS in India and provides a much needed holistic perspective to macro and micro issues in this space. It clearly defines the constituents of Mobile VAS, examines the environmental factors driving it, and maps business models, market size and revenue sharing arrangements. The report also goes on to identify the roadblocks that need to be addressed for the current growth to be sustained.

INDIAN TELECOM SECTOR- A PROFILE

Background
Indian telecommunications sector has undergone a major process of transformation through significant policy reforms, particularly beginning with the announcement of NTP 1994. Historically, the process of expansion of the network was rather slow, being owned and managed by the Government under the assumption that telecommunications was a natural monopoly best run as a state-owned monopoly. By the early 1990s, this concept of a natural monopoly was increasingly challenged in many countries by technological changes, especially in the wireless field and by laudable success in several countries in lowering the cost of services for common man. Policy makers in our country began process of reforms in the 1990s that led to gradual ushering in competition for greater consumer welfare, particularly in terms of lowering of tariffs and improvement in quality...
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