VAS and APPs: Are We There Yet?

Voice&Data - - PREEONPLDES -

The mo­bile now com­mands two out of ev­ery three min­utes that we spend on dig­i­tal me­dia. The last three years wit­nessed a growth of 53 per­cent of the dig­i­tal time spent on our mo­bile phones, thanks to the pro­lif­er­a­tion of the mo­bile apps and easy ac­cess to mo­bile data. The us­age is steeper for young­sters in the age bracket of 18-24 years, who on an av­er­age are spend­ing nearly 93 hours a month on their smart­phones – which is al­most 20 per­cent of their wak­ing hours!

From con­sumers wary of mak­ing a phone call on their mo­bile phone due to high cost, to con­sumers to­day, who are in­sep­a­ra­ble from their mo­bile phones at all times. What started as an al­ter­nate rev­enue stream called VAS with a sim­ple tex­ting fea­ture of SMS has to­day be­come full blown com­mu­ni­ca­tion, in­ter­ac­tion and com­merce on Apps.

Fast mo­bile broad­band net­works, well-de­signed mo­bile de­vices and the in­creas­ing sup­ply of con­tent, ap­pli­ca­tions and ser­vices have un­leashed an un­prece­dented con­sumer de­mand for more. The ever-in­creas­ing data sub­scribers have led op­er­a­tors to un­earth new op­por­tu­ni­ties to in­crease their mon­e­ti­za­tion lev­els through in­no­va­tive pro­vi­sion­ing of this new Value Added Ser­vices (VAS).

Tele­com op­er­a­tors are rush­ing to meet the grow­ing data de­mand that is al­most dou­bling ev­ery year. 4G is now avail­able in over 100 + net­works around the world and is ex­pected has over­taken 3G sub­scrip­tions in 2016. Rev­enue from 4G is ex­pected to be al­most 80% of over­all ac­cess rev­enue.

The heart of this is the con­sumer and his hunger to de­mand and ab­sorb it all – faster ac­cess speed, in­tu­itive ap­pli­ca­tions, con­tent, seek­ing in­for­ma­tion and ser­vices that makes his dig­i­tal life sim­ple, con­nected and avail­able at fin­ger­tips. They value con­ve­nience in con­tent ser­vices – read­ily ac­ces­si­ble across de­vices, easy to pay for and easy to find and they pre­fer to pay for ac­cess than for pre­mium ser­vices. They have there­fore moved to

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