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Open To Enabling Direct To Consumer Plays, Traditional MVAS Will Die – Jonathan Bill, Vodafone Essar

For Vodafone Essar, the Mobile Internet is today bigger than person-to-person SMS in terms of absolute revenue, and bigger than the rest of MVAS, Jonathan Bill, Senior VP (Internet and Data Services) for the company said at VAS India today. This is a significant change over the last year, and in his talk, Bill pointed towards the rapid growth in Vodafone Essar’s mobile Internet base, which will be close to 35 million by the end of this month. there is a revolution happening happening when it comes to access to access to the Internet. He sounded out a warning for mobile VAS companies: “As Internet penetration grows, Mobile VAS, in its traditional sense, will largely die. Whether that’s happened in Europe, and that presents a huge amount of opportunity, and a challenge.” In international markets, with the growth of the Mobile Internet, MVAS has declined, and he expects that to take place in India as well.

He added that the collective MVAS industry is not ready for this change, in terms of developing India specific Mobile Internet services, and that we need to develop an ecosystem which has reason to develop in India for India, in terms of Indic languages.

So what are people doing on Vodafone’s Mobile Internet, Bill said they’re accessing the Internet, and content services that are driving driving the usage are music, video – there is no video telephony. Users are going to Facebook and Google, and these are traditionally Internet users. “The challenge in growing that penetration, and that Facebook is not relevant to everyone in india. What is now needed is an industry that creates india specific content,” he added.

On The Relationship Between Telcos & MVAS Companies In A Mobile Internet Environment

“In every market, the relationship between Mobile VAS and operators, the operator has been a point of distribution, but in direct to consumer play, 3rd party applications come into play. We’re very open, and we want to enable direct to consumer plays with relevant billing, and the revenue shares when we have when it is distribution plus billing, will be different when it’d just billing.”

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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