Vodafone Partners With OnMobile For Mobile VAS Offering
OnMobile Global Ltd, a major Mobile VAS player in India and Vodafone have entered into an agreement to deploy OnMobile’s VAS offerings like Ringback Tones, Voice Portal and Speech-enabled Value Added Services across Vodafone’s worldwide operations.
The agreement would entitle Vodafone and its Partner Networks across the world to rapidly deploy OnMobile’s products worldwide. They have already spelt remarkable success for Vodafone’s Indian operations.
This strategy of partnering with major VAS player would help Vodafone to Increase ARPU’s which are on a global decline. This would also help in leveraging the VAS content to gain more users.
OnMobile, an Infosys seeded company pioneered the Managed Services business model approach to VAS at the initial stage of boom, and has since consistently demonstrated its industry leadership in new service innovation, high scale operations and customer satisfaction. It is is one of the largest providers of white-labeled Value Added Services in the world, using Speech Recognition, Messaging, Network-based and On Device Portal Data technologies.
Arvind Rao, CEO and Co-Founder of OnMobile Global Ltd said “Speech recognition based Value Added Services have been especially successful in the emerging and fast-growing markets across Asia where delivering services in the local language is critical for adoption and use. OnMobile currently provides Speech-enabled applications in 18 Indian and International languages ”.
OnMobile has further stated that their Ringback Tones solution and its innovative extensions which include One-Touch RBT (press * to copy), Say & Search (Music Search), Viral RBT, Ad RBT and Reverse RBT has been instrumental in delivering over 25% subscriber adoption and recurring ARPU uplift of 11-14% to telcos.
According to a report by iSuppli, India’s wireless subscribers will grow to 715 million by the end of 2012, while VAS could contribute more than 25% of the total cellular revenues by 2012.This could catapult Mobile VAS market to become US$10 billion industry in India alone.
Currently Revenue share between Telcos & content providers in India is approximately 70:30, much lower for VAS players compared to other countries. Such type of partnership between VAS players and Global Telcos would definitely help in reviving the fortunes of Indian VAS Industry and would bring more bargaining power to VAS players as Telcos are trying desperately to increase their ARPU’s.
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