VAS Services in CDMA Networks Magatho Mello Managing Director IST Telecom

Transcription

1 VAS Services in CDMA Networks Magatho Mello Managing Director IST Telecom

2 Agenda Market Prospects Competing value-propositions Qualification / perception of CDMA VAS Services Positioning

3 Market Review CDMA is Sub-Saharan Africa is positioned primarily for WLL Positioning is either quick-deployment approach or rural/universal services Licensed operators are new entrants or former PTT Business clients remain the most attractive Voice is the cash cow

4 Competing Technologies POTS+DSL residential and business VoIP over IP VPN- WLL VoIP over d WiMAX - WLL GSM Person-to-person

5 Why VAS? Differentiation Reduce churn by offering services that make Increase ARPU by: Offering additional revenue generating services Improved call termination Increased revenue-generating call traffic Increased call termination (ASR)

6 How do CDMA operators measure up Residential/ SMB Voice - Competent Residential Data /Internet access Competitive Value-Added Services Competitive IN-based services No-USSD like services Limited personalization Weaker Content-driven

7 Primary VAS services Voice/Fax Messaging Customizable per-subscriber mailbox Hierarchical consolidated mailboxes Group/Company/ Multiple person mailbox Single-view voice/ /fax mailbox Remote access via phone and internet Mobile/Virtual Office Attach the PBX market Private Numbering Plan Switchboard service Personal call management Group numbers Conference services Virtual Call Centre Intermediate roaming counter Remote Broadband Telephony

8 Hierarchical Voice Mail Services Model System Administrator Level System Reseller and Service Provider Level Fixed Line Mobile/WLL Broadband/ISP Class of Service Profile Level Prepaid Postpaid Business Business Gold TopTen Corporate Private Subscriber Level Mailbox Profile: Business Mailbox Profile: Business Mailbox Profile: Private Mailbox Profile: Prepaid Mailbox Profile: Gold Mailbox Profile: Corporate

9 Mobile Office The Business Voice Environment Today Attendant Functionality Window s Graphical User Interface Centralised Corporate Directory User Status information PABX Private Numbering Plan Call Features Call Waiting/Hold Conference Calling Group Hunting ADC Group Call Queuing Call Back on Busy Call Screening Switch Functionality Land line provider / Desk phone The Mobile Voice Environment of Tomorrow Mobile Office Switchboard Services Network Attendant Group Number Services Automatic Call Distribution Group Hunting Personal Call Management Call Completion profiles Call Back on Busy Call Transfer Conference Services, Conference Call Meet-me Group Call Virtual Private Network Private numbering plan Call screening Special charging Changing of the calling line identification. Mobile Switching Centre Call Features Call Waiting/Hold Conference Calling [6 ** users ] Switch Functionality Mobile Phone Operators Network / Mobile phone

10 Secondary VAS services Competition/Voting lines/sms and reporting Mobile commerce secure and reliable person-to-person funds transfer (not SMS-based) Gaming depending on end-user equipment Ring tones depending on end-user equipment

11 Key Success Factors Customer education is single most important factor Personalization leads to stickiness Exploit GSM operator s reluctance to offer focused corporate solutions For former PTT, exploit existing corporate relationships to on-sell VAS Leave IN to prepaid, use cheaper dedicated VAS platforms Package VAS services for multi-line CDMA phone Attack the PBX market is most vulnerable Run VAS services on multiple-services platforms maximize ROI by keeping OPEX low Comparatively low subscriber numbers will otherwise weaken the business case

12 Summary CDMA operators need to take a cue from WiMAX and offer an alternative and not replacement offering to GSM or fixed-line VAS can potentially add 6% to an operator s revenues Potentially lower subscriber base means the CDMA operator has to be vigilant on operating costs, and needs to consider multiple-services platforms The operator s or subscriber s ability to customize the service without vendor s intervention and costs is key for reduced cost of ownership Budget for marketing VAS services they need to be marketed, and the subscriber base needs to be educated

13 Thank You Magatho Mello