mVAS
What is mVAS?
Mobile value-added services (VAS) are those services that offer differentiation and the ability for mobile operators to charge a premium price. Mobile VAS include non-voice advanced messaging services such as SMS, MMS, MIM, and UM and wireless data services based on wireless data bearer technologies such as WLAN, GPRS, 1xRTT, WAP with VAS applications including mobile gaming. Mobile VAS also includes voice-based services such as OBDs,PTT and WDA.
Spurr’s approach on mVAS
Spurr with its latest product Eduvis has coupled mVAS into every educational institute that is registered on Eduvis by creating an alerting ecosystem within each institute to make communication easier between college administration and faculty and students in various combinations. Spurr has also integrated short codes and long codes in to these institutes thus initialising a 2 way communication model between the college, faculty, students and strangers. Spurr aims at empowering the institutes across the nation with a single portal that provides all sorts of solutions for everyone related to that institute.
Future of Mobile VAS in India
According to Cellular Operators Association of India (COAI), the number of mobile subscribers in the country crossed the 228 million mark in December 2007. Given the increase in the reach of this medium the possibilities open to the burgeoning M-VAS (mobile value added service) industry appear almost limitless.
With consumerism on the rise, innovation and discovery are the two keywords that are driving the growth of the M-VAS sector in India. The M-VAS players today are constantly churning out newer concepts and services to create a differentiation factor and contribute to better consumer experience. Today, M-VAS services are largely entertainment-led with Cricket, Bollywood, and Astrology being the top categories for applications and download in the country. However, the Indian mobile market is on a threshold of a more mature stage, and the road ahead looks even more promising.
The year 2008 itself is being heralded as a significant one for the industry with VAS revenue predictions estimated to reach Rs 4,600 crore by the end of the current fiscal from Rs 2,800 crore in 2006-07, according to Assocham. But revenues are not the only encouraging factor that is fuelling the enthusiasm of this industry.
Going ahead, Content, Platform and Exhibition are the key factors that will mould the existing structure of the industry, causing players to converge and consolidate their operations and resources in order to survive and thrive.
Mobile Advertising / Mobile Marketing
Mobile advertising is an area that will see promising times ahead. Leading convergent players like Mauj, are already serving across operator decks. While the current scenario for mobile advertising in the country lacks a much-needed push, interesting concepts like AdverGaming are fast gaining significance. AdverGaming is an attractive option to meet the objectives of both the brand and the service provider keeping the consumer in focus. With games continuing for hours together, consumers also tend to interact with the brand for a longer period, generating a higher brand recall which gets even better with a more addictive game-play.
Every brand is trying to break through the clutter in the mind of the consumers and hence mobile marketing is another aspect that will see greater acceptance in the times to come. Mauj has worked with brands like Tourism of Ireland to create mobile properties aimed at a specific target audience, with a specific message in mind. Mobile marketing tends to provide brand messages with a far more reaching impact, given the ‘dearness’ factor of the medium and the suitability of the audience.
What is mVAS?
Mobile value-added services (VAS) are those services that offer differentiation and the ability for mobile operators to charge a premium price. Mobile VAS include non-voice advanced messaging services such as SMS, MMS, MIM, and UM and wireless data services based on wireless data bearer technologies such as WLAN, GPRS, 1xRTT, WAP with VAS applications including mobile gaming. Mobile VAS also includes voice-based services such as OBDs,PTT and WDA.
Spurr’s approach on mVAS
Spurr with its latest product Eduvis has coupled mVAS into every educational institute that is registered on Eduvis by creating an alerting ecosystem within each institute to make communication easier between college administration and faculty and students in various combinations. Spurr has also integrated short codes and long codes in to these institutes thus initialising a 2 way communication model between the college, faculty, students and strangers. Spurr aims at empowering the institutes across the nation with a single portal that provides all sorts of solutions for everyone related to that institute.
Future of Mobile VAS in India
According to Cellular Operators Association of India (COAI), the number of mobile subscribers in the country crossed the 228 million mark in December 2007. Given the increase in the reach of this medium the possibilities open to the burgeoning M-VAS (mobile value added service) industry appear almost limitless.
With consumerism on the rise, innovation and discovery are the two keywords that are driving the growth of the M-VAS sector in India. The M-VAS players today are constantly churning out newer concepts and services to create a differentiation factor and contribute to better consumer experience. Today, M-VAS services are largely entertainment-led with Cricket, Bollywood, and Astrology being the top categories for applications and download in the country. However, the Indian mobile market is on a threshold of a more mature stage, and the road ahead looks even more promising.
The year 2008 itself is being heralded as a significant one for the industry with VAS revenue predictions estimated to reach Rs 4,600 crore by the end of the current fiscal from Rs 2,800 crore in 2006-07, according to Assocham. But revenues are not the only encouraging factor that is fuelling the enthusiasm of this industry.
Going ahead, Content, Platform and Exhibition are the key factors that will mould the existing structure of the industry, causing players to converge and consolidate their operations and resources in order to survive and thrive.
Mobile Advertising / Mobile Marketing
Mobile advertising is an area that will see promising times ahead. Leading convergent players like Mauj, are already serving across operator decks. While the current scenario for mobile advertising in the country lacks a much-needed push, interesting concepts like AdverGaming are fast gaining significance. AdverGaming is an attractive option to meet the objectives of both the brand and the service provider keeping the consumer in focus. With games continuing for hours together, consumers also tend to interact with the brand for a longer period, generating a higher brand recall which gets even better with a more addictive game-play.
Every brand is trying to break through the clutter in the mind of the consumers and hence mobile marketing is another aspect that will see greater acceptance in the times to come. Mauj has worked with brands like Tourism of Ireland to create mobile properties aimed at a specific target audience, with a specific message in mind. Mobile marketing tends to provide brand messages with a far more reaching impact, given the ‘dearness’ factor of the medium and the suitability of the audience.
