VAS Growth stratagy South Zone review

Report
Growth Strategy
for
VAS
SZ Review meeting
Bangalore 23-7-11
What all in the Basket?
•
VAS Industry focus
•
Organization for VAS
•
Targets & Achievement
•
Revenue from
•
BSNL Tunes
•
IVRS based VAS
•
USSD based VAS
•
STK based VAS
•
Mobile TV & BSNL Live
•
Apps Store
Future for VAS
Existing focus on Audio/ Text based
content will look – like era of only
Radio, Newspapers & Pagers
New era of Color TV, Video content
TVs enabled 100 million to watch TV programmes,
Mobiles can enable 700 million users to watch TV
For additional 600 million it will be their first LCD
screen
So Focus on Multimedia content
through BSNL Live
Industry Focus on VAS
Existing focus
PRBT
SMS – Text based content
GPRS a little
Discovery of VAS is Push
based
•
•Multi Media Rich Content - Video PRBT, Video Tones
& Videos. P2P sharing of video data
•Application Stores - GPRS based applications
•Facebook, Twitter, Orkut, Google etc popular n/w sites
on Mobile – Routing of this traffic/ footfall through
BSNL Live
•Discovery of content to be Pull based . Search engines
will be more popular on Mobile than PCs
• Advertisements on Mobiles will bring more revenue
than Internet
Vision for Next 3 years
Revenue @ of 20% mobile revenue
2011-12 – Rs. 3200 Crores,
2012-13 – Rs. 4000 Crores,
2013-14 – Rs. 5000 Crores
Aggressive push for target market share
in the following services
Mobile broadband/ 3G Multi-media services
Mobile Advertisement
Mobile banking
Mobile commerce
M-Governance services
Re-organization of VAS Business
VAS Organizational Structure
Structure at Zones as per BCG
recommendations :
• Interim structure of staff
recommended by BCG at Zone level:
AGM- 2, SDE/JTO- 25.
• South Zone- Recommended
SDE/JTO 29.
• Currently posted - 15
• To be posted - 14
Structure recommended at
Circle level
DGM ( VAS & 3G) - 1
AGM (VAS)
-1
SDE/JTO
- 2 to 4
These should be implemented
on priority for the desired
results.
Overall VAS Target & Achievement
Targets Vs Achievements- South Zone
Revenue from BSNL Tunes
Revenue from BSNL Tunes
Key actions for BSNL Tunes
 AP yet to do commercial launch for CDMA
Selling of corporate signature tune.
Penetration of service among post-paid subscribers
needs push
Monitoring of service of contents and comparison
with other Telco's.
Collection of Pamphlets from VAS provider &
Distribution among retailers.
Promotion of service through SMS, OBD, Post-Paid
bill insertion, try & buy offer etc.
Integration of PSTN PRBT provisioning system with the
CDR billing system and standardization of procedure.
PSTN BSNL Tunes - Payments
Circle
Year of
Launch
PAYMENT
PENDING
PENDING
AMOUNT
Remarks
CTD
Sep-08
Paid till Dec-2010
1.2 Lac
Received till Dec-2010 but with
50% deviation
KT
May-08
Since Launch
7.5 Lac
No payment Since Launch
TN
Jan-10
Since Launch
7.4 Lac
No payment Since Launch
AP
Mar-09
Since Launch
7.2 Lac
Received part payment (49K
only)
KR
Sep-08
Since March 2011
11.6 Lac
Being paid on monthly basis.
Revenue from IVRS based VAS
Revenue from IVRS based VAS
Actions for IVRS VAS promotion
Coordination & regular review with IVRS VAS Providers
Get Pamphlets from VAS providers & Distribute through Sales
Channels.
Promotion by
SMS blast,
Mob-ad platform,
BSNL Tune on Service connections,
Post call USSD messages,
OBD from call centres,
Display on Circle Websites
Policy related to special plan for PRI to VAS providers for IVROBD promotion is under process.
Revenue from USSD based VAS
Revenue from STK based VAS
CIRCLE-WISE 'STK' SERVICE STATUS
18
16
14
12
10
Apr-11
May-11
Jun-11
8
6
4
2
0
AP
CTD
KT
KR
18
TN
USSD / STK related suggestions
USSD based VAS – Empanel 4 to 5 VAS ProvidersNotification available on BSNL website upto 19-8-2011
STK based VAS:
Advantage – No need to know short code / keyword. Services
available in SIM menu itself.
Challenge – Helping customer to locate the STK menu in his
handset.
Remedy – Can be done easily by the POS/ Sales Channels.
STK VAS Provider (M/s Rediff) has been asked to get
pamphlets printed for education of customers and supply them
to DGM (Sales) in circles for distribution through Franchisee/
Retailers.
CIRCLE-WISE 'Mobile TV' SERVICE STATUS
Fig in Lakhs.
AP CTD KT
KR
South
200
50
150
190
750
Q1 Achievement 38.5
7.3
32.5 17.2 26.7
83.7
% Achievement
19.3 14.5 21.7 10.7 14.0
16.3
Apr-11
7.9
2.1
May-11
14.9
2.4
Jun-11
16.1
2.7
Target
160
TN
5.3
7.3
23.1
12.1
6.3
10.2
31.0
12.1
5.6
9.2
29.6
20
3.00
BSNL Live
2.50
2.00
Apr-11
1.50
May-11
Jun-11
1.00
0.50
0.00
AP
CTD
KT
KR
TN
21
CIRCLE-WISE 'BSNL Live' SERVICE STATUS
Fig in Lakhs.
AP
CTD
KT
KR
TN
South
Target
500
100
300
400
400
1700
Q1 Achievement
3.9
2.1
4.2
6.0
7.2
23.5
% Achievement
0.8
2.1
1.4
1.5
1.8
1.4
Apr-11
1.2
0.7
1.2
1.9
2.3
7.5
May-11
1.3
0.7
1.3
1.9
2.3
7.5
Jun-11
1.6
0.7
1.7
2.2
2.6
8.8
22
Revenue Distribution
BSNL LiVE / IVVR Issues
BSNL LiVE – 3G Content being uploaded by 3 VAS
providers: PK Online, Shemaroo and Times on BSNL
LiVE (SDP), since more than 4 months, but content
download report is not available from SDP. Hence they
are not able to raise invoices and get their payments.
IVVR
• Subs are not educated properly. Most of the calls being
received on short codes are audio calls in place of Video
calls.
• No reports are received in corporate from South Zone.
• No revenue share is being paid to VAS provider s.
BSNL Live Services
Video on Demand
Movies
Full track song download
Multiplayer Games
Apps Store
Comics
BSNL Hello TV
Tones
Wallpapers
Re 1 store
BSNL Live Features
BSNlLlive is the only wap portal carrying entire Sun
Network bouquet
Over 200 movies across Tamil, Telugu, Malayalam,
Kannada, Hindi, Bengali languages
Over 8000 full length tracks across languages and
genres
Wallpapers, Games, Videos and Ringtones
BSNLlive Features
Channels at less than Re. 0.50 per day per channel
Attractive Subscription Packs
Content for less than Rs. 2 per day
Event based packs at Re. 1 per day
Full length movies as low as Rs. 25 per movie. Event
based promo of Rs. 15 per movie
Action points to promote BSNLlive
Introduce BSNLlive script in Call centre IVR.
This is done is all zones except South
Introduce BSNLlive as call closing script in
Call Centre – When a CC Executive closes a call, he/she
can introduce BSNLLive
Facilitate Callcentre training in all circles:
Bangalore (Kar & Ker)– Completed
Chennai & Tamilnadu– Completed
AP – Pending
Outbound Dialing by BSNL call center
introducing features of BSNLlive to premium
customers
Action points to promote BSNLlive
Include BSNLlive Ads in Phone Bills
Roll out BSNLlive jingles in RBTs
Facilitate BSNLlive awareness training for all FSEs
Append BSNLlive promos in Service message for
atleast 2 weeks every month
Radio Ads of BSNLlive jingles
Emailers to BSNL customers
Ask CPs to provide
IVR script recording for call centre
RBT jingles
Radio jingles
Creatives for Bill Ads, Banners and Posters
Executives to conduct training on BSNLlive
Content for Emailers
BSNL LiVE Issues
Charging of Movies uploaded from Shemaroo login does not take
place on BSNL portal – causing lot of discrepancy in the movie
streaming reports & download reports.
Movie streaming report shows movies streamed from 8 different
Shemaroo vendors, whereas the movie download report shows
movie downloaded from only 3 Shemaroo vendors.
Content being uploaded since March, but content download report is
still awaited
App store : South zone launch date was 24th June 11 but is still
pending on following reasons
IN testing report for the Hyderabad circle.
Tele-Dna SDP team needs to put CDR patch.
Re-testing of the Connection Failed Scenarios. [Ernakulam]
Apps Store
Apps Store is a service, which allows user
to browse and down load applications
Available for 2G and 3G customers with the
help of vendor “Accenture”
A wide variety such as Entertainment,
Games, Social networking, Cricket, Utilities
etc
Available for both pre-paid and post-paid
services
Apps can either be purchased by making a
one time payment or subscribed to for a
period of 1 day, 7 days or 1 month
Mobile Ad. Services – Integrated channels
MCN (Missed Call Notification)
PRBT Ad Tune
Idle Screen
SMS Response Text Ad.
IVR response Audi Ad. (IVR Inbound and
Out dial)
WAP response Ad (WAP Push)
Mobile Ad. – Pending Integration
WAP Banner
Prepaid Top-Up notification text Ad.
USSD response Text AD/USSD response UMB
Ad.
Web SMS (P2P)
New TRAI Directive
• Comments, if any, on TRAI direction issued on 4th July
11 which mainly states that –
All Service Providers (including BSNL) to ensure within 30 days:
In all cases where VAS is activated through OBD or service
provider initiated call or during pre-call ringback announcements (both
voice as well as automated) and where a consumer dials a specified
telephone number or short code or a telephone number providing
interactive session for subscribing to a VAS, the service provider shall
obtain confirmation from the consumer through consumer originated SMS
or e-mail or FAX or in writing within twenty four hours of activation of the
VAS and charge the consumer only if the confirmation is received from him
for such VAS and shall discontinue such VAS if no confirmation is received
from the consumer;
Thank you

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