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mHealth has the potential to improve healthcare access and affordability in India especially through Remote Diagnostics , Chronic Disease Management and Maternal Care . Mobile phones will also play a key role in extending financial services to the 40 per cent of India ’ s population who are unbanked . mFinance through Mobile Wallet Services , Mobile Remittance Services and Business Correspondence Model Based Services will contribute to MVAS revenues . Domestic mobile operators could focus on providing better network and connectivity and global operators could increase their base by testing new VAS offerings in the Indian market , the report said on the opportunities for different participants in the Indian MVAS market . Content and VAS technology could focus on the consumer experience and developing personalised content and original equipment manufacturers could innovate with lost cost smartphones and mobile devices to drive penetration , it added . The report also highlighted areas of concern that the industry could collectively address :
• Value Perception- Even though 96 per cent of the survey respondents accessed the internet on mobile devices , only 56 per cent had subscribed to some form of paid MVAS
• Service Complexity- Complexity was consistently rated as a key barrier to service adoption . For instance , 64 per cent of participants believed that advanced mobile health services would to be too complex to use .
• User Experience- Users expressed concern about the unique aspects of the mobile experience that could compromise usability . For instance , 56 per cent of participants were concerned about the screen size of mobile devices . To realize the market ’ s full potential , the industry requires a collaborative effort across mobile network operators , telecom equipment vendors and mobile service content providers . “ So far , this market has been hampered by a lack of services innovation ,” said IAMAI president Dr Subho Ray . “ By forging mutually agreeable partnerships , we can improve customization and localization of content and create services with a compelling consumer value proposition . The Indian MVAS market offers tremendous potential to all industry participants and those companies that can offer innovative services will stand to benefit the most .” source
Telecom Operators Gear Up For
Utility-based VAS ?
21 st Mar 2013
Utility services-based mobile VAS such as banking , healthcare and education have impressive potential in South Asia , according to Frost & Sullivan . IAMAI says though the ARPU has declined over the years , the per user spent on MVAS has gone up by 28 percent in the last one year . It is now 27 percent of the ARPU .
Current MVAS contributes 63 percent to revenue and Emerging MVAS is expected to chip in with the balance 37 percent . The Current MVAS consists mainly of CRBT ( 27 percent ) and SMS Based application ( 17 percent ). The Emerging MVAS consist mostly of mobile apps ( 10 percent ) and games ( 8 percent ). As of March 2012 , there were 48 million mobile Internet users in India . It has been growing at the rate of 17 percent . Affordable mobile devices and cheaper data subscription rates are the main drivers for this rapid growth . Mobile data services explosion , innovative business models , as well as increasing smartphone and tablet PC penetration will drive the adoption of utility mobile applications across South Asia . Utility Mobile Applications and Data Usage in South Asia earned revenues of $ 0.28 billion in 2011 . This is estimated to reach $ 4.88 billion in 2018 at a CAGR of 50.3 percent .
http :// www . telecomlead . com / news / telecom-operators-gear-upfor-utility-based-mobile-vas-82740 /
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