Emergic: Rajesh Jain's Blog

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From SMS Subscriptions to VAS Operator…

September 14th, 2008 · 8 Comments

I gave a talk recently in which I outlined a pathway to creating an innovative plan in the mobile data space. Part 1 is here. Part 2 will come tomorrow.

Seven years ago, if someone would have said that the Internet Search box could create a company with $20+ billion in revenue and $130 billion in market cap, it would have been thought well nigh impossible.

SMS subscriptions stand at the same stage today.

The free SMS subscriptions are the foundation to building massive, direct-to-consumer reach. People love receiving SMSes if they have opted in for them. This creates the right-of-way, which can be monetised in multiple ways: from ads to leads, from email2sms to invertising, from transactions to paid channels.

Creating a prepaid model with consumers such that cash collection is independent of the mobile operator is the next step. This creates an equivalent to today’s mobile operator – except that the focus is not on Voice, but on VAS.

The final step in this phase is to build a feet-on-street sales force, which can create neighbourhood and niche communities, enable local advertising and drive location-based services and commerce.

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8 responses so far ↓

  • 1 what // Sep 14, 2008 at 5:32 am

    I don’t think you can compare a highly successful innovation to something that is unproven. Anyway no one cares about Ads that are presented without being asked for, even with opt-in. Only revolution that SMS can have is if mobile operators given them for free to application developers. And even this has limited life before dirt cheap data plans wipe SMS from the face of earth

  • 2 …From VAS Operator to Mobile Computing Operator // Sep 15, 2008 at 5:01 am

    [...] From SMS Subscriptions to VAS Operator… [...]

  • 3 Startups » Archives » Innovation in Mobile Data Space // Sep 15, 2008 at 2:22 pm

    [...] Jain outlined the first part in a pathway to creating an innovative plan in the mobile data space. Here is the second [...]

  • 4 Interview on Competition from Google in SMS Space // Oct 3, 2008 at 5:00 am

    [...] Writings (2008-) Digital – From SMS Subscriptions to VAS Operator… – …From VAS Operator to Mobile Computing Operator (Sep 08) – Enterprise IT Operator (Sep 08) – [...]

  • 5 Sujith Krishnan // Oct 6, 2008 at 9:18 am

    Don’t you think most end users end up subscribing to SMS (or any mobile VAS services for that matter) without being fully aware of the kind of product / service they are going to get? From what I understand and from my personal experience, end users (like i was once upon a time) end up subscribing to a service to experiment the service and then stay blank about how to un-subscribe from the service. Do you have a different opinion on this? How do you think companies are going to overcome the challenge of ‘subscriber churn’? Quality service alone will work?

  • 6 izmir evden eve nakliyat // Mar 13, 2009 at 2:47 am

    Thank you..

  • 7 NetCore: Digital Services Operator // Aug 21, 2009 at 5:01 am

    [...] Licence (Nov 08) – Evolving the Mobile VAS Industry (Nov 08) – SMS Space Competition (Oct 08) – From SMS Subscriptions to VAS Operator… – …From VAS Operator to Mobile Computing Operator (Sep 08) – Enterprise IT Operator (Sep 08) – [...]

  • 8 Katrina Kaiser // Sep 21, 2009 at 3:25 am

    To unsubscribe, sms STOP EMERGIC to 575758.

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