Voice delivers new options Mobile Voice Value Added Services
Mobile Voice Conference 2011
Presented by
Dr. Inderpal Singh Mumick
Founder and CEO, Kirusa
Market size of voice based VAS (India)
Vas Performance 2009
Data and Voice Breakup
http://www.multimediaboom.com/mobile-entertainment-growth-and-3g/
Different Voice based MVAS services
Voice SMS
Call-nTweet
Voice
Chat
Religious
messages
Movie
clips
Voice
Portals
Facebook
Voice
Updates
Entertai
nment
Horos
copes
Conte
sts
Bulk
Voice
SMS
Voice
advertise
ments
Sports
Jokes
Love
messages
• Business Model for the services could be either ‘Pay per Use’ or a ‘Monthly Subscription’ based model
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Market Dynamics of VAS
Mobile VAS industry is in India is about to enter its second
decade where mobile TV, video on demand and user
generated content (UGC) are expected to be the driving VAS
As per IAMAI
Bulk Voice SMS – Introduction
• Bulk (Text) SMS is a popular medium for Enterprises to communicate their message to a
target audience
• Bulk Voice SMS offers a new medium with enhanced capabilities
• Instead of reading out a message from political leader, the target audience can hear the
leader deliver the message in his or her own voice.
• Instead of reading a description about an upcoming movie, user can listen to a promo
about the movie in the lead actor/actress‟s voice along with selected dialog and music
clippings from the movie.
• A non-intrusive way to deliver voice content to a mobile phone
• Voice SMS breathes life into a Campaign
• Emotion, Character and Personality
• Viral in nature
Kirusa confidential and proprietary
5
Type of Campaigns Suited for Bulk Voice SMS
• Campaigns to Opted-In Subscribers
• Airlines sending announcements about flight delays
• Schools sending information about upcoming events
• Municipalities sharing information about services
• Mobile operators announcing new services
• Financial institutes offering new investment opportunities
• Promotional Campaigns
• Political parties and candidates sending campaign messages to their
constituents
• Cinemas sending reviews about upcoming movie releases
Kirusa confidential and proprietary
6
Case Study: Voice SMS as Political Campaign Medium
Case
Study
India Elections
• Voice SMS based Campaigns Service For Political Parties
• Offers Three Voter Touch-points:
• Outbound Voice-promotion to mobile base [ 1st Outreach]
• Follow-up Text-SMS Notification to mobile base [2nd Outreach]
• Voters use link in Text-SMS to hear „Voice-of-Leader‟ [ 3rd Outreach]
• Since 3rd Outreach is opt-in, “Silent Supporter” Profile is mapped
• Opportunity to target “Get-out-the-Vote” Follow-up to that Profile
• Press Coverage:
•
•
•
•
•
• ”This is your Candidate Calling!....” Rediff.com
Sample Verbatim:
Capt. Gopinath – Former Airline CEO, now a Candidate
Celebrity ”on Behalf of Your „Modest‟ Candidate”
Incumbent: “My Track Record – and Goals if re-elected”
Orator:”Consider this Voice-SMS to be my visit to your Home”
•
(Fractured Foot prevents me from coming Door-to-Door)
Kirusa
Confidential and
Proprietary
Voice Infotainment Services
• Mobile users pay to receive voice content on mobile phone
• Subscription - pay on a monthly, weekly, or daily basis
• Pay per use – per minute prices
• Delivery is customized for different time periods – Daily, Weekly, twice daily etc.
depending on the service and subscriber preference
• Three ways of delivery
• Inbound: Users call a short code to listen to Voice Content in different categories
• Outbound: Users receive a call with the content
• Voice SMS: Users receive a Voice SMS with textual description, can click to listen to Voice
Content
• Content promoted using Text SMS blast, OBD, Voice SMS, Balance Inquiry, End of Call
message and other ATL/BTL promotions
Kirusa confidential and proprietary
8
Examples of Voice Infotainment Services
• Joke of Day
• Song of the Day
• New Movie Review of the Week
• News Summary of the Day
• Spiritual Message of the Day
• Celebrity Messages
Kirusa confidential and proprietary
9
Case Study : Claro Peru
• Voice SMS Platform: Deployed by Kirusa
• Content Providers:
• Contenta Mobile, Argentina
• Movix la, Peru
• Content providers integrate with Voice platform using open APIs
• Payment Model
• Mobile users subscribe to service on a monthly or a daily basis.
• Usage Scenario:
• Users get a daily Voice SMS, and can click in the SMS to listen to the message for free.
• If they listen again, they pay an additional fee.
• Business Model:
• Revenue share between carrier, technology provider, content provider
• Delivering through Voice SMS was key to the success of the subscription service
as voice can skillfully render the message, and a Voice SMS delivery is not
intrusive
Case Study : Claro Peru
• Following is a sample SMS text that a subscriber receives:
• Bienvenido! A partir de hoy recibirás chistes de voz cada día. Para salir, enviar SALIR al xxx.
• Spanish to English translation
• Welcome! From now onwards receive voice jokes every day on your mobile. To unsubscribe,
send QUIT to xxx
• Sample sound clip
97557
Bienvenido! A partir de
hoy recibirás
chistes de voz cada día.
Para salir, enviar SALIR al 97557
97557
Joke of the Day:
A little boy went up to his father
and asked, "Dad, where did my
intelligence come from?" The
father replied, "Well, son, you
must have got it from your
mother, cause I still have mine."
Case Study : Claro Peru
Voice Services Traffic
140,000
120,000
100,000
80,000
60,000
40,000
20,000
No
v
Oc
t
pt
Se
Au
g
Ju
ly
Ju
ne
ay
M
Ap
ril
0
Thank You!!
Kirusa confidential and proprietary
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