1. MOBILE VALUE ADDED SERVICES (MVAS)

2. BASIC DEFINITION OF MVAS : VALUE ADDED SERVICES (VAS) in telecom industry refer to non-core services, the core or basis services being standard voice calls and fax transmission including bearer services. Value added services are characterized as: Not a form of core or basic service but adds value in total service offering. Stands alone in terms of profitability and also stimulates incremental demand for core or basic services

3. Can sometimes be provided as stand alone. Do not cannibalize core or basic service. Can be add ‐ on to core or basic service and as such can be sold at premium price. May provide operational synergy with core or basic services. “Value Added Services are enhanced services which add value to the basic teleservices and bearer services for which separate licence are issued”

4. F OR MOBILE TELECOMMUNICATION MARKET, A SIMPLE DEFINITION OF VAS WOULD BE ‐ Mobile Value Added Services are those services that are not part of the basic voice offer and are availed separately by the end user. They are used as a tool for differentiation and allow mobile operators to develop another stream of revenue

5. G OVERNMENT OF I NDIA ISSUES LICENSES FOR THE FOLLOWING V ALUE A DDED S ERVICES : ‐ 1. Public mobile trunking service 2. Voice mail service 3. Closed users group domestic 64 kbps data network via INSAT satellites system 4. Video tex service 5. GMPCS 6. Internet 7. Audio tex 8. Unified messaging service

7. MVAS ECOSYSTEM Content Providers Content Developers Content Aggrerators Technology Enablers Mobile Services Providers (MSP)

8. CONTENT PROVIDERS : Content Providers are the entities that own the original content. They are typically media companies & movie studio who own rights for the movies & music. In India the content providers are mostly production houses in Bollywood. The biggest content providers in India are Rajashri Production,Sony Films etc.

9. CONTENT DEVELOPERS Content developers tailor the content so that it con be viewed in the mobile phones. There are several operating systems that are currently prevalent in the mobiles phones & it means that content development needs to be done for different operating systems.

10. CONTENT AGGREGATORS The MVAS growth has given birth to a new entity which aggregates content originally designed for some other media, from different sources. Some of the content aggregators also develop content especially for mobile phones for e.g. mobile games.

11. TECHNOLOGY ENABLERS They provide the technical platform that helps the MSP’s to host the content. The technical platform needs to be integrated with billing system of the MSP’s as well.

13. 3G TECHNOLOGY:VAS ENABLER Defining 3G: 3G networks are wide area cellular telephone networks which have evolved to incorporate high ‐ speed internet access and video telephony. 3G technologies enable network operators to offer users a widerrange of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide ‐ area wireless voice telephony and broadband wireless data, all in a mobile environment.

14. STRENGHTS WEAKNESS 3G spectrum offers 4 ‐ 5 times the voice capacity of 2G spectrum and thus 3G is a cost ‐ effective tool to deliver voice The high 3G spectrum and license cost may effect cost of service to the subscribers In rural India, 3G can enable telemedicine, virtual marketplace and e ‐ learning In Europe, 3G growth has not justified the cost of investment for operators

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