What Needs To Be Done -- Single Point Access: Arvind Rao, CEO of OnMobile emphasised the need for a single point window for short codes, so that the short code is operational within 30 days on all operators; a central point for getting connectivity and access for off-deck services -- A central independent auditor for content downloads -- It's important to get the DOT to remove the 15 percent tax on mobile VAS; it will kill the micro-payments sector Short Code Issues Both Rao and Viren Popli, SVP & Head of Mobile Entertainment for STAR, mentioned the issues around short codes - it used to take 2 years to get a short code from BSNL at one point in time. Popli said that even when a short code is given, one still does not get connectivity - having to fly around the country (with different circle heads, I presume)- it just adds tremendous cost to a startup. Imagine what will happen when you have to deal with 20 mobile operators. Content Issues Quality Of Service: Popli said that those who are providing branded services are very cognizant of the quality of service. "We have a very strong third party audit for every large show - KMPG, Deloitte etc. We have published rules and regulations. If there's a failure on the network side, we are not liable." For the show Paanchvi Pass, they set up a call center for complaints and..."we record each and every call - in one of our…
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