Smart De­vices and VAS

As users ma­ture on the net­work, the move­ment to­wards bun­dled of­fer­ings of data, de­vices, and ser­vices is chang­ing the dy­nam­ics and the con­sump­tion of VAS

Voice&Data - - VA �� -

Once the In­dian mo­bile sub­scriber base touched the tip­ping pointH thanks to bet­ter cov­er­age and re­duc­ing pricesH tel­cos started fo­cus­ing on get­ting more out of their users. Nvery­day the big­gest chal­lenge was to en­sure sus­tain­abil­ity and prof­itabil­ity con­strained by hy­per com­pe­ti­tion and in­con­sis­tent reg­u­la­tory en­vi­ron­ment. As users ma­tured on the net­workH their ex­pec­ta­tions from their net­work providers moved from ba­sic voice to qual­ity and value of ser­vices. Users are now lis­ten­ing to mu­sicH click­ing pic­turesH and be­com­ing so­cially ac­tive on the on­line so­cial me­dia plat­form.

The move­ment to­wards bun­dled of­fer­ings of dataH de­vicesH and ser­vices is chang­ing the dy­nam­ics and the con­sump­tion of VAS. Though the av­er­age rev­enue per user (ARPU) has de­clined over the yearsH the VAS APRUs has con­sis­tently in­creased and gone up by 28% in the last one year. Cur­rent­lyH it stands at 27% of the ARPU ac­cord­ing to IAMAI. How­ever the VAS mar­ket in In­dia is still evolv­ing.

Users are mov­ing to more data en­abled de­vices and use of mo­bile to ac­cess in­ter­net is cre­at­ing a whole new mid-tier mar­ketH con­se­quently chang­ing the de­vice land­scape in In­dia.

Data en­abled de­vices (both GPRS and 3G) now con­sti­tute ap­prox­i­mately 70-80% of the in­stalled base

Mo­bile data due to 3G ser­vices and data don­gles’ high adoption is widely ac­ces­si­ble across In­dia

Nn­tire ecosys­tem de­vel­op­ment is vis­i­ble

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