Is VAS all about Content?

Well, that's what you start with.. Consumer wants what they see on TV, read in newspaper or listen on radio .. So you give them exactly that!!

But what value did you add? Yes, with the all powerful capability of the mobile device itself, anytime-anywhere, value got added in terms of access to content 24x7x365 unlike the defined manner it was usually available.

But, anything really exciting, out-of-box, meant for the footprint of the mobile device size, with the limitations and benefits? Is there any other bigger direct-to-consumer 200 Million number available? And yet, very little innovation for such a HUGE base..

How about community applications? How about - user generated content - ala- CRAZY FROG Ringtone - Create your own ringtone and be a Millionaire? click and Share? Find a mate, sell a bike, buy a phone.. How about banking? Why not micro-payments - parking fee, toll fee.. Education lessons? Children stories..? Lifestyle requirements and places to shop? Woman portal.. (don't panic to find high usage from male world)? Agony Aunt..?

Yes, content would continue to lead the pack, but there are as many applications as one can imagine, that consumer would need/want, but who would innovate?

SMS Remains Vanilla, Still Number One VAS

Nothing as yet has been able to replace SMS from numero uno position in the VAS space. But what for sure is the surprise factor is that nobody ever gave thought to add some Zing in the messaging!!

What-ever way, messaging started with, continues... Compose a SMS, send to one or multiple contacts and receive back the delivery notification...

Has anybody ever tried to find solution to a situation where SMS is not delivered??? You keep waiting with no reason ever provided for minutes to hours at times...? (ever got any such in voice calling? No. You hear either - number busy or switched off or out of coverage or even number does not exist...) Poor SMS.. SMSC vendors never cared for this ??

How about some Colour in SMS? Some efforts have been made for high end phones, but how about legacy phones.. which constitutes over 50% of the market and would continue to for times to come..

Simplicity of telegram on SMS? Why not? When it has been found over 50% communication is short and sweet, limited to predefined message.. Templates are too tough to teach uninitiated, has to be operator communicated, in easy to understand language!!

Invite debate and would make them available!!

VAS in India

Moving from nowhere (significance point of view) to not only occupying top of mind space from Branding but also for revenue (read EBIDTA!!), VAS has taken and become an Industry in itself.

Thus it becomes pertinent that necessary forum is setup to discuss, share and collaborate, for the benefit of players (both existing and new) and a possible space (rightfully) in the world market (well IT did it!!).

Thus starting off on the Mission..

Regards

Saket