Conference on Mobile VAS Summit 2009

Mobile value-added services hold a tremendous revenue-generating potential in which could rake in around Rs 18,000 crore by 2012. It will contribute about INR 6,000 crore to total revenue from telecom operations by end of 2009. This is likely to go up to Rs 18,000 crore by 2012.

Indian telecom companies further created a record of 15 million customers in January 2009, indicating that the world’s fastest growing telecom market remains untouched by the economic slowdown. This is a global record for any telecom market. The number of phone connections in — mobile and landline — has crossed 400 million as of early 2009. Mobile phone users now account for close to 91% of the country’s telephone base with 362.3 million connections, With ever rising cellular subscribers, voice is increasingly becoming a commodity. Service Provider's are experiencing low ARPU's and high subscriber churn rate. Over the last 6 years, the Indian telecom industry has realized the importance of Mobile Value Added Services. Propelled by the need to bring in service differentiation, operators are bringing new value added services in order to satisfy the growing demand of Indian consumers. VAS is increasingly a growth area which helps the operator to maximize revenue and grow their ARPU. Presently Mobile VAS accounts for 10% of the operator’s revenue, which is expected to reach 18% by 2010. VAS can greatly be improved with forthcoming 3G launch. The revenue from mobile value added services has already touched 4600 crore.

The event will gather representatives from leading wireless operators, handset manufacturers, content developers, music & film companies, cartoon artists, game makers and musicians for ring tones, music, gaming, sports, mobile imagery, WAP, wall papers, logos, SMS based contests and streaming audio & video.

Key Themes

Examining the innovative VAS services which are appealing to Indian consumers.
Grabbing the 3G opportunity: regulation, network deployment, bussiness models
Business applications: Best practices, service offerings & deployment
Global marketing strategies in order to incite the user to use advanced data services.
Strategies on boosting the penetration of mobile VAS usage in smaller cities and rural areas.
What is the potential for mobile content and entertainment in ?
Exploiting the opportunities created by technology convergence
Positioning yourself in light of new market entries
Analyzing the worldwide trends in VAS & the lessons for .
What is the role of mobile operators in delivering mobile content?
VAS as a contrivance for improving customer & brand loyalty.
Increasing ARPU with value added services, entertainment and content
Areas to be focused by network equipment vendors to tune themselves in the Indian environment.
Expectations from handset manufacturers for introducing innovative mobile VAS service offerings.
Role of the regulators and their impact in the region
Reviewing the revenue generating models in mobile internet, advertising, games, LBS, entertainment and banking
Key Speaker

NK. Goyal, President, Communications & Manufacturing Association of (CMAI)
L.V. Sastry, Vice President & Head, Bharti Airtel
Harbinder Narula, Vice President - India & Middle East, Aryty Former Head of Content Acquisitions & Partnerships, Google)
Bharat Bhatia, Regional Director for Global Govt Affairs, Motorola
Sunzay Passari, Vice President - VAS, Content & Devices, Essar Teleholdings & BPL Mobile Communications
Satyen Gupta, Chief Regulatory Advisor, BT Global Services-SAARC Region
Sandeep Keshkar, DGM(NSS) Services, MTNL
Jasmeet Gandhi, Head - Services, Marketing & Devices, Nokia
Anuraj Gambhir, Head – Multimedia Strategy & Innovation, Ericsson
Neeraj Sonker, Vice President, Wireless Engineering and Implementation, Tata Communications
Sanjay Tripathi, UIDG, Tech Mahindra
Sridhar T. Pai, CEO, Tonse Telecom
and many more……

Who Should Attend

Head of Content
VP of Sales & Marketing
Director of Technology
Head of Project Management
VP/Head of Business Development
Business Strategy Director
Head of Network Strategy
VP/Head of Product/Application Development
Head of Research & Development
VP/Head of Portal Strategy
User Interface Development
VP Application Development
Target Audience - Industry

Telecom Service Providers
Cellular Service Providers - GSM & CDMA
VAS Technology & Platform Companies
Content Aggregators
Content Owners
Next Generation Content Solution Providers
Telecom Associations & Regulators
Handset Manufacturers - GSM & CDMA
Portal Providers
VAS Consulting and Research Organisations
Venture Capitalists
Multimedia Service Providers
Software Developers
System Integrators
Security Providers
Entertainment & Electronic Media
Mobile Internet Applications & Solution Developers
Smart Card Manufacturers
DoT, DIT, Ministries & Regulatory
Service Organisations
Why Should You Attend

VAS Summit Asia 2009 - “Identifying & evaluating the successful growth strategies & the future directions for VAS”- The best place to learn, network and do business in the region

Get more from the event, with a broader scope bringing the whole communications value chain together. Enjoy and make the best out of our dedicated networking drinks time, meet the leading international vendors showcasing the technology of tomorrow in the co-located exhibition. Expand your knowledge of the latest business models and technologies in the high-level conference.

Day One, 23 September, 2009

08:30 – Coffee and registration

09:00 – Event Inaugurated by chief guest

Chief Guest – Shri. A. Raja, Minister of Communications and Information Technology (TBC)

09:30 – Chair’s opening remarks

NK. Goyal, President, Communications & Manufacturing Association of (CMAI)

EXAMINING THE VAS MARKET

09:40 – Observe the future market for VAS

Analysing the current market situation and revealing the key revenue drivers.
What is happening to mobile advertising, cross marketing and promotions?
With an increase in this new service, who will be profited?
Context-aware searching behaviour
What are the steps to be taken if the industry is to achieve full potential?

Sunzay Passari, Vice President - VAS, Content & Devices, Essar Teleholdings & BPL Mobile Communications

10:20 – Earning through VAS in an aggressive market
Create, deliver, manage and generate profit from VAS in mature markets
Business models that will appeal to customers to gain a larger market share
How to provide a personalized, consistent intentional customer experience?
How to react to changing market needs in order to stay competitive
Generating user awareness for VAS offerings and increasing revenues through acquisition of new clients through attractive pricing models
Harbinder Narula, Vice President - India & Middle East, Aryty, (Former Head of Content Acquisitions & Partnerships, Google)

11:00 – Morning coffee & Discussion

11:20 – Mobile VAS – Making it mandatory for consumers

What are the new services & the growth drivers for mobile VAS in ?
How much of your focus and marketing portfolio should be on mobile VAS
How to create real value from mobile VAS by making VAS a necessity for your customers
Learn how you can get your customers to spend more on mobile VAS
Assessing the business drivers and barriers to grow in the mobile VAS industry
What can be done to accelerate the development of the industry?

12:00– Panel discussion: Challenges in upcoming markets
What are the successful strategies to face the future challenges in mobile VAS in
Analyzing the changing business environment for mobile VAS
Evaluating where are the opportunities and threats in emerging markets
Analyzing pricing plans to boost consumer usage for mobile VAS
Consumption patterns - how are consumer behaviour different in emerging markets from mature, competitive markets?

Moderator:

Sridhar T. Pai, CEO, Tonse Telecom

Panellists:

Jasmeet Gandhi, Head - Services, Marketing & Devices, Nokia

12:40 – Networking luncheon

BUSINESS MODELS

14:00 - How VAS is driving up revenues on the mobile web?

How search can change content discovery?
How this is impacting on revenue generation
Which payment options lead to more successful transactions?
Monitoring the success of campaigns from click through to purchase?
Practical hints and tips on maximising revenues?
Neeraj Sonker, Vice President, Wireless Engineering and Implementation, Tata Communications

14:40 Mobile advertising - Enhancing the growth of the mobile advertising ecosystem

Integrating mobile advertising with bluetooth casting, location based SMS and other interactive text messaging channels
Compelling experience for users & offerings for advertisers
How to present a successful business case to potential clients
How to make mobile advertising a viable revenue stream by overcoming key challenges

15:20 – Afternoon tea

15:40 – Panel Discussion - Examining content aggregators' impact on revenue sharing models

Evaluating how the roles of content aggregators will evolve in the mobile VAS industry
Discovering how symbiosis between content aggregators and other players in the value chain can occur to achieve maximum profitability
Revenue sharing models - which is the optimal model?
Strategies to stay competitive and profitable despite the emergence of content aggregators
Content aggregation vs. advanced distribution methods - analyzing the correct direction for the mobile VAS industry to move forward

Moderator:

NK. Goyal, President, Communications & Manufacturing

Association of (CMAI)

Panellists:

16:20 – LBS – An analysis

How to take advantage of the new business models of LBS and reach out into diverse markets and customers
Analyze how content providers can capitalize on additional source of licensing revenue through LBS
Are “search” and “navigate” really separate?
How about using search marketing on the maps
What are the roles of content vs. application?
Comparison of user-defined location, network triangulation and GPS
17:00 – Chairperson’s closing remarks and End of Conference

17:30 – Networking Drinks Reception – Take your discussions further and build new relationships in a relaxed and informal setting.

Day Two, 24 September, 2009

09:00 – Coffee and registration

09:30 – Chair’s opening remarks
Bharat Bhatia, Regional Director for Global Govt Affairs, Motorola

TECHNICAL IMPACT
09:40 – The must be features of the future handsets
The handset of the future - what challenges or opportunities will it present for the VAS industry
Learn how handsets will develop to incorporate the growth of mobile VAS
How are different services seen by the end user?
How should operators, content providers and handset manufacturers integrate their strengths and to increase revenue in mobile VAS
An analysis on upcoming device types – what is tomorrows design?
10:20 – The overall usage conditions of VAS for the end user
Possible psychological barriers that are to be overcome
How about the technological barriers that are to be overcome
Total user experience – will the lack of high tech service tangibilization act as a perceptible diffusion barrier?
Sandeep Keshkar, DGM(NSS) Mobile Services, MTNL

11:00 – Morning coffee & Discussion

IMPROVING USER EXPERIENCES

11:20 – Panel Discussion - Mobile Internet: The Starting Point for Mobile Content Consumption
The growth of early internet search engines
From directories to portals to full search engines
Transitioning from a simple locator through to a complete multimedia solution
Becoming a phenomenon
Overlooking the potential users of VAS and identifying the major target segment
Moderator:

Bharat Bhatia, Regional Director for Global Govt Affairs, Motorola

Panellists:

Sandeep Keshkar, DGM(NSS) Mobile Services, MTNL

Anuraj Gambhir, Head – Multimedia Strategy & Innovation, Ericsson

12:00 – Mobile User Experience: A Vision for Future
Country – Context and Coexistence ( User-Technology-Society)
User experience Vs customer experience – Definition conflict for services
User experience in Mobile Life (Mlife) & in VAS Ecosystem
Sanjay Tripathi, UIDG,Tech Mahindra

12:30 – Networking luncheon

13:45 - Examining the factors shaping mobile payment growth in India
Examining the current and future opportunities for mobile payments
Identifying m-payment access and user's penetration
Challenges and barriers facing mobile payments in India
Which current mobile payment solutions have proven successful with the reasons?
14:15 – Examining the current and future prospects in mobile entertainment
Music, gaming, movies and more
Identifying the impact of the mobile entertainment on users in today’s market
What can be done in order to increase this penetration?
Predicting the current and future level of competition in this market
Who are said to own the market as of now and why?
Lessons for operators and content owners
A look into mobile video – issues regarding streaming videos
14:45 – Enterprise VAS applications on mobile including mobile governance applications

L.V. Sastry,Vice President and Head, Bharti Airtel

15:15 – Afternoon tea

15:30 – Panel Discussion - Regulator’s perspective
Need for next generation licensing and regulation to facilitate VAS.
Moderator:

Bharat Bhatia, Regional Director for Global Govt Affairs, Motorola

Panellists:

Satyen Gupta, Chief Regulatory Advisor, BT Global Services-SAARC Region

16:00 – Exploiting local search as a key application for the mobile environment
Examining the critical differences between fixed internet and mobile internet local search
Going beyond directories - delivering the optimal user experience for accessing rich local content
Making contextual advertising work as a monetization mechanism for mobile local search
16:40 – Panel Discussion – SWOT analysis

Strength, Weakness, Opportunities & Threats of VAS in India (Overall review of this VAS Summit Asia 2009 conference)

Moderator:

Panellists:

L.V. Sastry,Vice President and Head, Bharti Airtel

17:10 – Chairperson’s closing remarks and End of Conference

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