VAS in Telecoms Space - Mobile Monday Nigeria

Report
VAS in Telecoms Space
Focus on SMS-Based Services
What is Value Added Service (VAS)
• industry term for non-core services – i.e. all
services beyond standard voice calls and text
messages.
▫ SMS on Premium Rated Short codes
▫ IVR - Interactive Voice Recognition
▫ USSD – Unstructured Supplementary Service
Data
SMS / SHORT-CODES TECHNOLOGY
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Started in 2001 with MTN
Purely for the rich (just as GSM was)
Few VAS Companies (3)
Few VAS Services
Purely services for low-end phones
- The Past
SMS / SHORT-CODES TECHNOLOGY - The Present
• 120,506,771 connected Mobile lines as at April
2012
• Many Services – a witness?
• Emerging Opportunities on high-end phones
• Many VAS Company (50 - Stiffer Competition)
• Stronger operators’ tightening rope
• Tighter Regulations
Today's practical use of this technology – Value Add
• Information Dissemination
▫ News, job alerts,
• Entertainment
▫ Jokes, Radio Shoutouts, TV Shows, Music download,
• Services
▫ Property sell/buy, DSTV activation,
▫ Drug Confirmation, etc, Phone Book backup, Savemycontacts,
• Education
Vehicle Tracking Systems,
▫ Word Meaning, Quotes
• Personalisation
▫ RBT, Ringtones, Wallpapers, themes
• Promotions and Marketing
• Open&Win etc
How it all Connects
How money is made…
MO vs. MT Billing
• MO
▫ You initiate the request and gets billed
• MT
• The billing is done on delivery
REVENUE Share Model
On the average -> 70:30 in favour of telcos.
Technical Tools for VAS
• SMPP Tools:
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Open SMPP – Free Java Based
Kannel – Free, Linux Based
SMPPBox – Free Version Available
etc
• Programming Tools
▫ Any programming language
▫ Mobile Apps Development Tools
 Android, Blackberry, Windows Mobile
Sample SMPP Profile
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#--------------------------------------------# GROUP: SMSC
group = smsc
smsc-id = SMSCConnection_1
smsc = smpp
host=196.127.99.5
port = 2020
transceiver-mode = true
smsc-username = ttx
smsc-password = t33t11Ex
system-type = CMT
source-addr-ton = 0
source-addr-npi = 1
dest-addr-ton = 0
dest-addr-npi = 1
SMS / SHORT-CODES TECHNOLOGY - The Future
• For the thinkers
• Location Based Services
• Mobile Music/Games/Video download will increase with
better bandwidth
• Mobile Commerce will grow with the adoption of mobile
money.
▫ Relieve from the Big Bros Telco
• Widening market for on-device mobile apps
• SMS-to-Applications
• More space in the ‘long tail’ for SMS/IVR products
• Aggregations for new entrants
• More interests by MNOs and their allies
▫ Versus NCC’s response on policies and regulations
SMS / SHORT-CODES TECHNOLOGY - The Future Midterm
• For the thinkers
• Location Based Services
• Mobile Music/Games/Video download will increase with
better bandwidth
• Mobile Commerce will grow with the adoption of mobile
money.
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▫ Relieve from the Big Bros Telco
Widening market for on-device mobile apps
More space in the ‘long tail’ for SMS/IVR products
Aggregations for new entrants
More interests by MNOs and their allies
▫ Versus NCC’s response on policies and regulations
SMS / SHORT-CODES TECHNOLOGY - The Future –
“Longterm” – 7-10years
Mobile operators will lose voice services to
mobile platforms
mobile web becomes the platform for the next
generation of technology innovation and
investment
Mobile operators becomes ‘bandwidth seller’
Practical "Can-dos" to become skillful
• Think VAS Products – Adding Value
• Learn and play with SMPP Clients and Servers
▫ Start from reading SMPP Protocol Specification
• Learn and be very good in at least a
programming language.
• Pursue Industrial Training in a VAS Company
Practicals
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•Let’s see how messages come in
• How services are configured

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