A VAST Opportunity
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