Demands Driven Ecosystem
The VAS companies are often pressed upon for new innovations and killer applications in order to bring in differentiated services among their peers in the industry. VAS companies are fulfilling the requirements of media companies from technology enablement to conceptualizing mobile initiatives and also managing their revenues in some cases.

The environment today is very dynamic, especially in the mobile and media converged world. Usage patterns change fast and are integrated with social networking websites. Kumar says, "Media companies need to work with VAS operators as well as mobile 2.0 companies to deliver an integrated product and address the delivery in a holistic manner rather than in a neoclassical way."

Talking about the demands Gupta says, "We look forward to constant innovation and development by our partners as the mobile VAS space evolves in the country. We would like to work with them towards better harnessing of 3G and mobile TV opportunities, as well as tapping popular handset segments."

The demand of the media companies is to provide better reach and coverage. They are also looking for opening new channels for connecting with their consumers, hence, better user experience building interactivity into the service is also a requirement.

Innovations
Innovations in this space are both in terms of delivery and business models. On the delivery side, the emphasis is on bringing in more interactivity, making the service available in regional dialects, offering speech based services, convergence across different media, and multiple business models like subscription.

In terms of innovation, the major element that comes out prominently is mobile TV. Although mobile TV has been experimented three or four years back, it is now that technologies and bandwidth are more supportive to enable positive growth in this segment.

NDTV Convergence is working towards enhancing content and technology solutions in the space. The company has a specialized team that produces text, voice, WAP and video content for mobile. In addition to the NDTV mobile properties, this content is supplied to nearly all telecom operators in the country. The company is also working towards optimizing its content offerings through customized applications for popular handsets.

Gupta says, "In the near future, we see 3G as the big influencing factor for technical advancement. We are currently working on solutions that will enable us to put our best foot forward in the new scenario."

"We are also closely following the battle of smartphones and the technologies running them like iPhone with its SDK, the Android platform, Blackberry OS and Nokia's Symbian and in partnership with Adobe for Flash Lite. It is an exciting time to be in this space with such great platforms vying for the user's hand-held device of choice," she further adds.

The current technology platforms prevalent are those of SMS & IVRs. P2A (person to applications) and A2P (applications to person) are the common types of messages used in the media and broadcasting segment.

Zee Networks has its own mobile products company, ie Digital Media Convergence. It also has a mobile delivery channel vis iSEEtv, which provides live mobile content via mobile networks. It has content channels like iSEE web, iSEEmobile, Suno ZEE, etc.

Talking about the innovation in this space Kumar says, "We already have content for mobiles but are restricted to an extent due to the delivery networks not being 3G capabale in India. We are, however, present on mobile networks overseas such as DIGI Malaysia which carries ZEE TV."

Another popular media house, Balaji Telefilms, is planning to enter the mobile entertainment space and also planning to introduce Mobisodes and Mobisoaps soon. This content will be exclusively produced for mobile and will be different from TV productions of Balaji. Mobisodes are video episodes which have been formatted for mobile phone users. Mobisodes are great for a short spur of entertainment and information on the mobile phone, by using video technology.

Rajshri Media has already made its foray into the mainstream mobile VAS. It is soon to launch rakshrimobile.com and rajshritamil.com. According to industry sources, rajshrimobile.com would be CRBT download site. Rajshri has dabbled with mobisodes, games around movies and other mobile VAS driven opportunities.

The Way Forward
VAS will continue to play a prominent role in interactivity and engagement, with content becoming an important element in the mix. Mobile medium will shortly present a vast new opportunity. This new medium will be important, not only as a delivery channel, but also for generating better interactive programs such as reality shows and online voting. Mobile creates an entirely new and personal advertising channel which is bound to be very popular in India.

Also, mobile operators are keen on increasing VAS revenues and enriching the customer engagement through mobile VAS to increase and have higher retention. This will become more important in the times to come when number portability is introduced. With India poised to touch new landmarks in the mobile segment , VAS too will see excellent growth and media companies are working towards increasingly leveraging this space.

Arpita Prem
arpitap@cybermedia.co.in

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