Market entry strategies for white labeled MVAS for Atchik
Student name: Ms Shruti Vats
Guide: Dr Sapna Narula
Year of completion: 2013
Host Organisation: Atchik- Realtime, New Delhi
Supervisor (Host Organisation): Mr Anil Gupta
Abstract: Indian telecom industry has seen tremendous changes in previous years as the metropolitan and
the urban cities have reached at saturation point, small towns and rural areas are the untapped
market which may be the next beneficiaries of these technologies. Among VAS category, CRBT
and P2P sms still continue to dominate the market; maximum MVAS revenue is generated from
these services only. However infrastructure is still a limitation that acts as hurdles for
stakeholders. ARPU remains very low even after having millions of subscribers on board due to
intense competition among network provider, each one of them are providing customers with
very low priced sms packages and call rates.
There has been very less product differentiation since long in terms of MVAS, whereas in order
to gain customer loyalty companies have to differentiate itself. Where service providers like
Atchik plays a vital role to meet these needs and helps in increasing ARPU as well as revenue for
the network providers.
Focus area of the project has been to identify the key opportunity areas for Atchik in Indian
telecom market and customer acquisition in Sri Lankan market. The industry analysis has been
carried out in two ways: - primary research through a survey was conducted to find out
subscriber’s willingness to spend on Atchik’s new product Tam Tam and 3G popularity among
youngsters. Also the secondary data analysis has been done for fair understanding of the
telecom industry.
The limitation of the study is the survey’s small sample size due to limited time and resources
due to which accuracy of the result gets affected. Other job at Atchik was developing product
content for various MVAS offerings which gave understanding of different segmentation of
market and needs of every segment.
