New Delhi: Mobile value-added services will generate Rs 55,000 crore in sales by 2015, more than double the Rs 18,000-crore figure currently, consulting firm PricewaterhouseCoopers said in a report. The present student community will be the largest consumers of value-added services in the next four years, the study revealed.
It also adds that new the new generation of content users will demand more entertainment and utility-based services. As students become tomorrow's working class, capable of high income & high propensity to pay, they are likely to generate incremental revenue of Rs 14,677 crore in 2015.
The consulting firm had sampled 1,050 respondents across Delhi , Mumbai , Hyderabad, Bangalore, Chennai , Bhubaneswar, Kochi, Ahmedabad , Pune and Kolkata , for its study. PwC projects the working population to make up around 50% of the subscriber base, which is expected to be around 1.2 billion in 2015, therefore increasing revenue flows.
Entertainment services such as live sports, music, regional language content and Bollywood movies will be adopted by masses because people are most willing to pay for entertainment services compared to all other categories of VAS. The survey focuses on 30 value services across entertainment, information, communication and m-commerce points out multilingual content, application support around languages, killer applications and readiness of handsets could drive in a very high quantum of revenues from VAS.
But to tap this opportunity, mobile operators, content creators and handset manufacturers will have to collaborate to create a large array or services for a market driven by localised content, it adds. As these different stakeholders collaborate and compete for the same pie-share, the industry will witness tectonic changes, says PwC India executive director consulting Sivarama Krishnan.
Essential medical services on VAS could open up another opportunity after mobile banking for content creators and mobile operators. Medical advice VAS has the capability to allow the deprived sections of society to access quality medical advice at an affordable price. Issues related to ease of use and data privacy would have to be taken into consideration to make these services effective revenue streams, the report adds.
The survey also highlights how most Indian mobile operators would have to increasingly rely on VAS, which will drive up revenues. Mobile tariffs in India are one of the lowest in the world and hyper-competition will not allow them to rise in near future. These operators are adding more customers from rural India. However, minutes of usage per subscribers and ARPU , are falling quarter-on-quarter due to lower paying capacity and usage patterns.
No comments:
Post a Comment