A VAST Op­por­tu­nity

Voice&Data - - VOICEMAIL - Senthil Nathan R,

I came across an ar­ti­cle ‘A VAST Op­por­tu­nity’ ( VOICE&DATA, Oc­to­ber 2011). The ar­ti­cle car­ried out an in-depth anal­y­sis of the cur­rent VAS sce­nario and the prom­i­nent play­ers. Thanks for com­ing up with a cover story on VAS.

As men­tioned, the In­dian VAS in­dus­try is still at its in­fancy com­pared to the West. In­dian VAS play­ers are com­ing out with new prod­ucts ev­ery now and then. How­ever to pen­e­trate, VAS play­ers should come out with more pow­er­ful and in­sight­ful de­ci­sion sup­port sys­tems like BI and an­a­lyt­ics. But from our ex­pe­ri­ence, we find VAS play­ers still us­ing home-grown legacy sys­tems for de­ci­sion sup­port. An­a­lyt­ics can help the VAS play­ers to in­crease pen­e­tra­tion by ef­fec­tive tar­get­ing, up sell and cross sell, seg­men­ta­tion, and pro­fil­ing.

Re­gard­ing the other story ‘ VAS: A Defin­ing Pe­riod’ ( VOICE&DATA, Oc­to­ber 2011). The ar­ti­cle was re­ally in­sight­ful es­pe­cially your thoughts on the emerg­ing VAS ser­vices. The pro­jected mar­ket po­ten­tial also shows the way ahead for the tel­cos and the need to adapt to the mar­ket dy­nam­ics. In our ex­pe­ri­ence with the African mar­ket, we came across a rev­o­lu­tion­ary scheme called M-PESA for send­ing re­mit­tances home across the coun­try and mak­ing pay­ments. Sim­i­larly, In­dian VAS Play­ers and telco op­er­a­tors should also come out with in­no­va­tive VAS ser­vices and of­fer­ings that ad­dress some crit­i­cal prob­lems of the com­mon man. I think your ar­ti­cle has em­pha­sized this point quite well.

mar­ket­ing man­ager, ABIBA Sys­tems via Email

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