White labelled MVAS market in India and how ATCHIK-REALTIME can improve the offerings
Student name: Mr Joshua Wood
Guide: Dr Sanpa A Narula
Year of completion: 2012
Host Organisation: Atchik-Realtime Services India
Supervisor (Host Organisation): Mr Anil Gupta
Abstract: The impact of mobile telephony on Indian economy is huge with a subscriber base of 906
million users according to TRAI. The active user base 636 million. Today mobile penetration
in metros is at a saturation point and the focus has now shifted to rural market. The new
additions in the rural market are higher than the average addition in metros.
With the ever increasing competition in the mobile operator market, the basic service of voice
call is important, but with it becoming close to a commodity. The commoditization of the
market there is very little amount for product differentiation available for mobile players, to
create a point of difference on the basis of services has become essential more than ever
before.To create a point of difference through services offered in the minds of the consumers
the mobile operators have to provide mobile value added services.
Wherein companies like Atchik-Realtime play an important role to manufacture services
which provide the telecom companies to create a point of difference for the consumer. The
ARPU(average revenue per user) has diminished in the recent and is on a declining trend in
the mobile telephony market due to decreasing call rates to attract the customers. The only
avenue to increase the ARPU is through providing MVAS(mobile value added services) and
with the ever increasing need of consumers for information , entertainment and other
practical commercial services.
In this project the main focus area has been to identify the main opportunity areas where
Atchik-Realtime can leverage its offerings and create new offerings by way of better
understanding of Indian market and looking at new trends where the company can launch its
products for higher revenue growth and attractive products for mobile telephone operators.
The industry analysis is carried out through secondary data analysis and for better
understanding of the market interactions with mobile telecom operators and a small customer
survey to get the feel and touch of the target segment has been conducted.
The limitation of the study is the survey small sample size due to limited resources and time ;
also the fact that the job was mainly focused on the area of sales , where in daily interaction
with mobile operators at the highest level . Also to develop content for content for various
MVAS offerings of atchik-realtime.
