1. Current mVAS Scenario Ms. Reena Dongol
(For Paper Presentation in CAN Info Tech th January 2014)
Presented by :
Ms. Reena Dongol
Deputy Manager, GSM Business, Nepal Telecom.
ID:

2. Outlines Background of mVAS Types and Services mVAS Ecosystem
mVAS Benefits
Why mVAS in Telecom Market?
VAS Licensing Regime in Nepal
Nepal Telecom Case Scenario
Differences between Current & Emerging VAS
National Trend of
Global Trend of mVAS
Limitation /Challenges in mVAS
The Way Forward…

3. Background of mVAS
Traditional : Enhanced Services that Add Value to the Standard or Core Telco-Services like Voice Calls and Fax Transmission
Call Waiting, Call Forwarding, Multi Party Conferencing, Voice Mail, , SMS, MMS etc.
Modern : All kinds of Content and Applications provided on Telco Network apart from Traditional Value Added Services
Information Based
CRBT,MCA, Contest, m-Learning, m-Governance, m-Health , m-Commerce, Social Networking etc.

4. mVAS Types & Services
Mobile Backup Entertainment (Wall paper, Horoscope, Jokes, life style, News, games)
IVVR
Messaging (push-pull service ),
Mobile Commerce(Mobile Banking, Utility bill payment via mobile)
Advanced Network Services( Call Block, Missed call Alert, Pay for me, Balance Transfer)
Mobile CRBT(Ringtone, Songs download)
Multimedia(video download, Mobile TV, Songs), Conferencing and Collaboration
Public Safety(different kinds of information provided by VAS operators)
Video Conference(Video Call )
Voice SMS( Voice Chat)
M- Agriculture, M- Governance, M-Health, M-Marketing etc.

5. mVAS Ecosystem
-In reference to TRAI doc

6. mVAS Benefits Telecom Service Provider
Key Role in delivering information, better situational awareness in disasters, infrastructure planning and national development
Company /its Product Branding
Customer Retention
Growth in Revenue without much effort
Customer
Comfortable Lifestyle
Updated to Latest Happenings
Best Value for Price
Easy Access, no hassle

7. mVAS Benefits
Content Provider/Application Providers/ Mobile Advertiser
Aggregator
Technology Enabler
Handset Manufacturer
Source of Profitable Business
Opportunity for National Contribution
Best platform for Market Presence
Growing Trend

8. Why mVAS in Telecom Market?
Not a main business
Huge Competition in Telecom Business
Growing Customers demand
Biggest Challenges to Telecom Operator
Customer Churn
Revenue Loss
mVAS best fit for current survival
Customer retention
Attraction to customer
Helps in Revenue growth
No extra effort to Telecom Operator
Bearer Channel Only

9. mVAS Licensing Regime Telecom Operator
Need Telecom Authority Regulatory Body for VAS Licensing Regime
Telecom Authority/Regulatory Body can
Helps in National Social-Economy Development
Control the mVAS Market
Reduce Institutional Conflict
Quick in Adaptation of Innovative Application Services
Bring about Social Security, Timely Awareness
Gain Respect from the Citizens

10. Nepal Telecom Case Scenario – mVAS Bearer Channels
SMS based push-pull VAS [ Mostly Used ]
USSD [ Recently Started]
IVRs [ Can be most useful in case of Nepal, only open for few Service Providers ]
WAP Based [Can be useful as there are 6.2 M GPRS users in Nepal ]
CRBT [Mostly Used]

11. NT Case Scenario Selection of mVAS Service Providers
Selection by Telco Operator under the guidance of its board decisions
Method of mVAS Service Provider Selection
Tendering (dated BS 2063 Shrawan- AD July 2007)
Beauty Contest (from BS 2066 Chaitra- AD March 2010)
Innovative VAS
Access, Awareness, Affordable
Easy and Comfortable Lifestyle
Addresses Necessity of Subscribers
Retention of Subscribers
Reduce Time-To-Market
Attractive Business Model
Technical Viability
No charges on short codes

12. Nepal Telecom Case Scenario Selection of mVAS Service Providers- contd.
Service Approval from NT Management
Provisional Period (mostly 6 months)
Contract Period (mostly 1 year)
Renewal (mostly in yearly basis)
Tariff and Short Codes approved from NTA
Connectivity charges (set defined charges from July 14th 2013)
Evaluation of Service prior to renewal of VAS License

13. Nepal Telecom Case Scenario- Year wise GSM Revenue

14. Nepal Telecom Case Scenario – mVAS Revenue
4M mVAS users including CRBT

15. Nepal Telecom Case Scenario – Existing mVAS mostly entertainment & SMS based
SMS/ IVR Based
Information Services
Banking
Quotes Love/ Friendship/ Hates etc
Horoscope
Sports
Hospitals
Digital Visiting Card
Gender Violence Reporting
Software SMS integration service / API
Quiz / public opinion
Voting/ Contest
Mobile Finance
Premium VAS (CRBT, News Alert, Voice Chat, MCA)

16. Emerging mVAS services- New age application with enhanced content and higher data usage
SMS/ IVR/ USSD/ WAP/CRBT Based
Gaming
TeleVoting
Chat
Social Networking
Local Language Voice Responses
mHealth
mGovernance
mAgriculture
mLearning
mCommerce (enabler for mobile payment)
Wall Paper
True Tone
and many more…

17. Nepal Telecom mVAS services- In Near Future (10M GSM Project)
20% 2G, 40% 3G
Target for 5% Revenue in 2014
High speed data, Attractive data packages
Contracted with few more VAS providers with innovative products
USSD service in the process of operation
Advancement in the handset, in the process of bundling with Android handset    
Focus in marketing and awareness campaign program of mVAS services to  customers

18. Differences Between Current & Emerging mVAS

19. Global Trend of mVAS
-In reference to TRAI doc

20. mVAS Limitations/ Challenges in Nepal
Lack of Strong Regulatory Policies
mVAS Licensing/ Renewal
Tariff
Charging for Resources
Content Privacy
Copyright
Royalty
Revenue Sharing
Financial Transaction
Performance Security
Insurance
Approval of Emerging Application Services

21. Limitations/ Challenges of mVAS in Nepal
Handset that does not support Local language
Bandwidth Limitation
Traditional mVAS
Existing TDM Telco Infrastructure
Lack of Effective Marketing
Lack of Content in Regional Level
Costly Service due to low volume
Lack of proper exposure
Spam messages etc.

22. The Way Forward…
Urgent Need for a CLEAR Policies and Regulatory Framework
Identify Role Model Players in mVAS Ecosystem
Educate End Users
Access to Mass Market/ High Availability/ Affordable Services
Encourage Growth of Local Application & Contents
Monitor Growth in mVAS Revenue
Survey/ Expose to Key Areas for Future Development
Adapt to Emerging mVAS
Periodic Review on mVAS
Reduce Time-To-Market

23. Thank you…