Indian Telecom Story (Part XI): Return to Grey?

Maharashtra state government has upped the Value Added Tax on mobile phones from 4% to 12.5%. This translates to an increase in tax revenues for the government from Rs.12 crore per month to Rs.36 per month. Notably, the Indian Cellular Association (ICA) is displeased and so are the mobile vendors.

This move would open up the grey markets while hitting business and employment in the organized sector. It is noteworthy that the boom in the organized device sector was a result of a reduction of high tax regime in 2002. This move is also being cited as a classic case of not understanding that this is a global market and it takes less than a dollar to transport mobiles across continents. This is a very short sighted move, which would be self defeating in the long run and will reverse the growth in the industry. Since, the organized telecom as an industry has been a cash cow for the government, hurting the revenues and businesses of the organized players would hurt the long term socio economic development of the state as well.

Such counter-productive policy making will negatively impact private enterprise and open markets’ and the very essence of economic growth in the long term in favour of short term subsidy for electoral and populist measures. Our state and our cities are ranked low by international businesses in terms of ease of doing business. Our growth planners, still need to learn from the Chinese model of state sponsored private industry.

When will Twitter start generating money through the advertising medium?

Twitter is the million dollar baby and the trillion dollar question is “When will Twitter start generating money through the advertising medium?” . Towards this, I reproduce Biz Stone’s (Founder, Twitter) version of commercial usage, revenue generation, and advertising which he had posted on his blog.

Source: Does Twitter Hate Advertising? (Blogger): May 20, 2009

When we speak publicly about how Twitter might become a profitable business, we talk about the idea of commercial usage and then explain that we're still exploring what that means—that's true. We also say traditional web banner advertising isn't interesting to us which is also true. However, to say we are philosophically opposed to any and all advertising is incorrect.For a long time, we've said that we think there are interesting opportunities related to commercial usage. Businesses and individuals are getting value out of Twitter and we may be able to enhance that. We've just begun exploring in this area—early ideas include account authentication, management tools, and discovery mechanisms. We'll keep you posted.The idea of taking money to run traditional banner ads on Twitter.com has always been low on our list of interesting ways to generate revenue. However, facilitating connections between businesses and individuals in meaningful and relevant ways is compelling. We're going to leave the door open for exploration in this area.Do we hate advertising? Of course not. It's a huge industry filled with creativity and inspiration. There's also room for new innovation in advertising, marketing, and public relations and Twitter is already part of that. In fact, next month I'll be attending and speaking at the 56th annual international advertising festival, Cannes Lions 2009. I'll let you know how it goes.

Essentially, Biz Stone speaks about expanding the value in Twitter (related to commercial usage). Twitter is largely exploring the value that it can create and add to individuals and businesses as a meaningful, relevant and compelling way to make monies. Traditional banner ads are dismissed as a low priority activity which is low in the list of “ways to generate revenue”.

VAS: Increasing Penetration and Revenue

Covering a Linked in Discussion, on Increasing penetration and revenue of VAS services in India.

http://www.linkedin.com/answers/product-management/positioning/PRM_PST/437353-22685324?browseIdx=57&sik=1237453659425&goback=.ach_PRM.abq_6_1237453659425_n_o_PRM

How to Increase penetrations and Revenue for various VAS services?

Given the present scenario, getting a bigger wallet share for VAS services from the consumer seems to be the biggest hurdle? How can the consumer be incited to use various new VAS services that come up? Is tariff discounting or offering Free Try n Buy the only way to let the consumer have a feel of the service?? 

Hi Anoop 

Your Q seems to have generated a healthy round of discussion and here is my take adding to the muddle 

I come from a Marketing related view guided by two basic tenets 

1. Supply and Demand 

Music, H/Bollywood, Games, Ringtones, Singtones, Cricket is what most of the VAS revenue is based up on (Currently). There is a healthy demand for this but supply is manifold leading to commoditization. Hence the need for innovation in VAS! (Think Medicine, Think Train Ticketing/ Think Fitness/ keep thinking..) 

2. The Age old Construct of the 4Ps. 
We have a Product/Service and currently we are trying to push mass usage through Tariff discounting (Pricing Strategy). A few Opinions beforehand have already mentioned Retail Push (Place) and Cross Selling/Up selling and Consumer Education(Promotions). Even more, we have spoken about Profile and Behavioural based Targetting (a very high order mechanism) 

My take on the VAS markets in India : 

1. We need more stakeholders in the ecosystem. Currently it is only the VAS provider and the Operator. Hence the scope in VAS development and deployment remains limited. 

2. The Indian Consumer is averse to Credit Card and Mobile Payments. I am not surprised about VAS ARPU of Rs.25 (as cited by Rahul). 

3. We are limited in content.Games + Music + Entertainment form 36% of VAS applications in US. The next 36% is Books, Utilities, Education, Lifestyle, Productivity, Travel, Fitness, Sports etc. Social Networking as VAS content has also been less exploited. 

Point 1,2,3 (More Stakeholders, Wider content, Paying Mechanisms) lead me to the end of my argument, which i will elucidate with an example: 

How about partnering with VLCC for beauty tips, reserving apointments, reminders etc etc? 
How about partnering with Apollo hospitals to provide a range of services on a VAS platform? 
Tie ups with Local Gyms to disburse mobile services to its members? 
Taxi services and Train/Flight Booking via VAS.... 
The possibilities are endless if you take the unconventional route to VAS and application monetization.The business model would be a win win win design for the consumer - Telco + VAS - Solution provider. 

Would consumers pay? They already do... and a minor addition in terms of taking services mobile will not hurt them if they are hung up on VLCC, Apollo and the likes... 

End points: 
1. Dont invent new needs and delivery mediums, instead tap the consumer needs at the right places and occasions 
2. There is a fundamental need to move away from Telco VAS provider (Duopoly mindset) to a tag along/second fiddle mindset with the solution provider. 

Hope this is somewhat leading to the right direction.