In Part one of this two part Interview series, Rakesh Mahajan, Vice President (Marketing) and Business Head (VAS and Incubation) at Bharti Airtel, spoke with us about how the mobile value added services ecosystem needs to become more customer centric, the difference in the European and Indian approach to services, about the need for making services discoverable and viral. Part two of this two part interview: Rakesh Mahajan: Churn on VAS is a big problem, and we don't talk about it as an industry. Some services are north of 50%, and some in the mid teens. And some are very low...why? Because they're interactive and sticky. A part of the churn is due to low balance, and churning out of the network. But in general, churn is too high for certain services. Quality is an issue. One SMS a friend forwarded to me was (takes his mobile out and reads it aloud) “Bollywood Alert: Katrina is awfully pleased with the alluring sensual side of hers that Farah Khan has brought out in Tees Mar Khan”. That's what somebody has paid Rs. 1-2 for. Where's the value in that? As a consumer, I want gossip, I need to know who is dating who. That's interesting and fits the needs of the segment. This message doesn't. There are jokes where the English is just wrong, and they're not funny. These are examples from across the industry. We're not perfect, but we know what we need to do, and we as an organization…
