Emergic: Rajesh Jain's Blog

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The Next Generation of Mobile VAS – Part 3

February 1st, 2012 · 1 Comment

What will this new generation of MVAS look like? What can enable this world faster?

To answer these questions, it is instructive to look at what happened in Japan’s mobile space in 1999. That was when NTT Docomo, the largest mobile operator, launched i-mode. It did three things: opened up its platform to all software or content entities from a service creation point of view, standaridsed the pricing of each service to 300 yen a month, and shared 91% of this revenue with the service provider.

In other words, what NTT Docomo did was keep the data traffic revenue and 9% of the monthly service revenue. IN a few months, the service ecosystem had exploded to tens of thousands and i-mode’s user base grow to millions. It was a win-win for everyone.

If mobile operators in India can get their actions right, India too can see a similar explosion of mobile data innovation in the coming years.

Continued tomorrow.

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