•
VAS Industry focus
•
Organization for VAS
•
Targets & Achievement
•
Revenue from
•
•
• BSNL Tunes
IVRS based VAS
USSD based VAS
• STK based VAS
•
Mobile TV & BSNL Live
•
Apps Store

Existing focus on Audio/ Text based content will look – like era of only
Radio, Newspapers & Pagers
New era of Color TV, Video content
TVs enabled 100 million to watch TV programmes,
Mobiles can enable 700 million users to watch TV
For additional 600 million it will be their first LCD screen
So Focus on Multimedia content through BSNL Live

Industry Focus on VAS
•
Existing focus
PRBT
SMS – Text based content
GPRS a little
Discovery of VAS is Push based
•
Multi Media Rich Content - Video PRBT, Video Tones
& Videos. P2P sharing of video data
•
Application Stores - GPRS based applications
•
Facebook, Twitter, Orkut, Google etc popular n/w sites on Mobile – Routing of this traffic/ footfall through
BSNL Live
•
Discovery of content to be Pull based . Search engines will be more popular on Mobile than PCs
•
Advertisements on Mobiles will bring more revenue than Internet

Revenue @ of 20% mobile revenue
2011-12 – Rs. 3200 Crores,
2012-13 – Rs. 4000 Crores,
2013-14 – Rs. 5000 Crores
Aggressive push for target market share in the following services
Mobile broadband/ 3G Multi-media services
Mobile Advertisement
Mobile banking
Mobile commerce
M-Governance services
Re-organization of VAS Business

VAS Organizational Structure
Structure at Zones as per BCG recommendations :
• Interim structure of staff recommended by BCG at Zone level:
AGM- 2, SDE/JTO- 25.
• South ZoneRecommended
SDE/JTO 29.
• Currently posted - 15
• To be posted - 14
Structure recommended at
Circle level
DGM ( VAS & 3G) - 1
AGM (VAS)
SDE/JTO
- 1
- 2 to 4
These should be implemented on priority for the desired results.

Overall VAS Target & Achievement

Targets Vs Achievements- South Zone

Revenue from BSNL Tunes


AP yet to do commercial launch for CDMA
Selling of corporate signature tune.
Penetration of service among post-paid subscribers needs push
Monitoring of service of contents and comparison with other Telco's.
Collection of Pamphlets from VAS provider &
Distribution among retailers.
Promotion of service through SMS, OBD, Post-Paid bill insertion, try & buy offer etc.
Integration of PSTN PRBT provisioning system with the
CDR billing system and standardization of procedure.

Circle
CTD
Year of
Launch
Sep-08
PAYMENT
PENDING
Paid till Dec-2010
PENDING
AMOUNT
1.2 Lac
Remarks
Received till Dec-2010 but with
50% deviation
KT May-08 Since Launch 7.5 Lac No payment Since Launch
TN Jan-10 Since Launch 7.4 Lac No payment Since Launch
AP Mar-09 Since Launch 7.2 Lac
Received part payment (49K only)
KR Sep-08 Since March 2011 11.6 Lac Being paid on monthly basis.

Revenue from IVRS based VAS

Revenue from IVRS based VAS

Coordination & regular review with IVRS VAS Providers
Get Pamphlets from VAS providers & Distribute through Sales
Channels.
Promotion by
SMS blast,
Mob-ad platform,
BSNL Tune on Service connections,
Post call USSD messages,
OBD from call centres,
Display on Circle Websites
Policy related to special plan for PRI to VAS providers for IVR-
OBD promotion is under process.

Revenue from USSD based VAS

CIRCLE-WISE 'STK' SERVICE STATUS
14
12
10
8
18
16
6
4
2
0
AP CTD KT KR
18
TN
Apr-11
May-11
Jun-11

USSD based VAS – Empanel 4 to 5 VAS Providers-
Notification available on BSNL website upto 19-8-2011
STK based VAS:
Advantage – No need to know short code / keyword. Services available in SIM menu itself.
Challenge – Helping customer to locate the STK menu in his handset.
Remedy – Can be done easily by the POS/ Sales Channels.
STK VAS Provider (M/s Rediff) has been asked to get pamphlets printed for education of customers and supply them to DGM (Sales) in circles for distribution through Franchisee/
Retailers.

CIRCLE-WISE 'Mobile TV' SERVICE STATUS
Fig in Lakhs.
AP CTD KT KR TN South
200 50 150 160 190 750
Target
Q1 Achievement 38.5
% Achievement
7.3
32.5 17.2 26.7
19.3 14.5 21.7
10.7
14.0
Apr-11 7.9
2.1
5.3
7.3
83.7
16.3
23.1
May-11
Jun-11
14.9
2.4
12.1
6.3
10.2
16.1
2.7
12.1
5.6
9.2
31.0
29.6
20

3,00
2,50
2,00
1,50
1,00
0,50
0,00
AP CTD
KT KR
21
TN
Apr-11
May-11
Jun-11

CIRCLE-WISE 'BSNL Live' SERVICE STATUS
Fig in Lakhs.
Target
Q1 Achievement
AP CTD KT KR TN South
500 100 300 400 400 1700
3.9
2.1
4.2
6.0
7.2
23.5
0.8
2.1
1.4
1.5
1.8
1.4
% Achievement
Apr-11 1.2
0.7
1.2
1.9
2.3
7.5
May-11
Jun-11
1.3
0.7
1.3
1.9
2.3
1.6
0.7
1.7
2.2
2.6
7.5
8.8
22

Revenue Distribution

BSNL LiVE – 3G Content being uploaded by 3 VAS providers: PK Online, Shemaroo and Times on BSNL
LiVE (SDP), since more than 4 months, but content download report is not available from SDP. Hence they are not able to raise invoices and get their payments.
IVVR
• Subs are not educated properly. Most of the calls being received on short codes are audio calls in place of Video calls.
• No reports are received in corporate from South Zone.
• No revenue share is being paid to VAS provider s.

Video on Demand
Movies
Full track song download
Multiplayer Games
Apps Store
Comics
BSNL Hello TV
Tones
Wallpapers
Re 1 store

BSNL Live Features
BSNlLlive is the only wap portal carrying entire Sun
Network bouquet
Over 200 movies across Tamil, Telugu, Malayalam,
Kannada, Hindi, Bengali languages
Over 8000 full length tracks across languages and genres
Wallpapers, Games, Videos and Ringtones

Channels at less than Re. 0.50 per day per channel
Attractive Subscription Packs
Content for less than Rs. 2 per day
Event based packs at Re. 1 per day
Full length movies as low as Rs. 25 per movie. Event based promo of Rs. 15 per movie

Action points to promote BSNLlive
Introduce BSNLlive script in Call centre IVR.
This is done is all zones except South
Introduce BSNLlive as call closing script in
Call Centre –
When a CC Executive closes a call, he/she can introduce BSNLLive
Facilitate Callcentre training in all circles:
Bangalore (Kar & Ker)– Completed
Chennai & Tamilnadu– Completed
AP – Pending
Outbound Dialing by BSNL call center introducing features of BSNLlive to premium customers

Action points to promote BSNLlive
Include BSNLlive Ads in Phone Bills
Roll out BSNLlive jingles in RBTs
Facilitate BSNLlive awareness training for all FSEs
Append BSNLlive promos in Service message for atleast 2 weeks every month
Radio Ads of BSNLlive jingles
Emailers to BSNL customers

Ask CPs to provide
IVR script recording for call centre
RBT jingles
Radio jingles
Creatives for Bill Ads, Banners and Posters
Executives to conduct training on BSNLlive
Content for Emailers

BSNL LiVE Issues
Charging of Movies uploaded from Shemaroo login does not take place on BSNL portal – causing lot of discrepancy in the movie streaming reports & download reports.
Movie streaming report shows movies streamed from 8 different
Shemaroo vendors, whereas the movie download report shows movie downloaded from only 3 Shemaroo vendors.
Content being uploaded since March, but content download report is still awaited
App store : South zone launch date was 24th June 11 but is still pending on following reasons
IN testing report for the Hyderabad circle.
Tele-Dna SDP team needs to put CDR patch.
Re-testing of the Connection Failed Scenarios. [Ernakulam]

Apps Store is a service, which allows user to browse and down load applications
Available for 2G and 3G customers with the help of vendor “Accenture”
A wide variety such as Entertainment,
Games, Social networking, Cricket, Utilities etc
Available for both pre-paid and post-paid services
Apps can either be purchased by making a one time payment or subscribed to for a period of 1 day, 7 days or 1 month

Mobile Ad. Services – Integrated channels
MCN (Missed Call Notification)
PRBT Ad Tune
Idle Screen
SMS Response Text Ad.
IVR response Audi Ad. (IVR Inbound and
Out dial)
WAP response Ad (WAP Push)

WAP Banner
Prepaid Top-Up notification text Ad.
USSD response Text AD/USSD response UMB
Ad.
Web SMS (P2P)

• Comments, if any, on TRAI direction issued on 4 th July
11 which mainly states that –
All Service Providers (including BSNL) to ensure within 30 days:
In all cases where VAS is activated through OBD or service provider initiated call or during pre-call ringback announcements (both voice as well as automated) and where a consumer dials a specified telephone number or short code or a telephone number providing interactive session for subscribing to a VAS, the service provider shall obtain confirmation from the consumer through consumer originated SMS or e-mail or FAX or in writing within twenty four hours of activation of the
VAS and charge the consumer only if the confirmation is received from him for such VAS and shall discontinue such VAS if no confirmation is received from the consumer;