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@IAMAI MVAS: Consumer Segments & Content; Ad-Funding vs Ad-Subsidized

MultiModal Access And Consumer Segments In the session on Enterprise Mobility, responding to a question on consumer services, Rajesh Jain, MD of MyToday said that there will be multimodal access on the mobile channel, and companies need to move more and more content to the cloud. There's a whole category of user base, which is using the PC, and would like more and more of these services on the mobile. There's a tremendous opportunity for VAS providers and for media companies, and make it available through multiple channels. Sometimes when on travel, I don't have access to GPRS, I use SMS. Zubin Dubash, GM VAS for Tata Telesevices said that there needs to be a reality check on what the consumer needs; VAS consumers can be categorized as follows: -- Prepaid customers, which are around 85 percent of the market. Their spends on mobile are limited to a certain amount. Though the entertainment requirements of the current customer are adequate, his affordability need to manage his capacity to spend, and him content in sachets. The existing prepaid customer wants music, but has only Rs. 5 on a prepaid account. For him, we have to give a CRBT for just 5 days. Services need to be in sync with his affordability. He doesn't look at entertainment as his first need. -- The evolved customer who is hungry for information and entertainment services, who says give me more, and I'll pay for it. An evolved customer wants location based services, is a…

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