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Products

Innovation on VAS Pushing for Better User Experience

Posted on December, Monday 05, 2011 By itVAR News Network

With mobile operators looking at delivering better user experience for their set of end customers, VAS focused innovative applications such as Visual Voicemail or location based services are pushing the envelope of user experience in favor for the operator community.

Delivering what the users want, applications such as Ring back tones (RBT) platform have already established their worth in a competitive market like India with close to 300 million song downloads in CY 2010, a 60% growth over the previous year. 

Innovations in RBT such as reverse RBT (where the caller can set the song that he/she wants to hear, rather than the tune of the called party) and social RBT (which integrates social networking with RBT) also generated a lot of interest in the RBT offerings at the end user level.

On the data side, more and more operators are now offering social address book, which converts the user's hitherto static address book to a dynamic, primary point of access for receiving and sharing updates on web based social networking sites as well. It helps operators enhance their revenues by leveraging insights that drive usage. 


There are VAS focused companies which are working closely with operator community to integrate location with mobile marketing and social networking as well. Location gives an exciting opportunity for marketers to reach out to targeted consumers, who are actually looking to buy a product or a service. 

In addition, being a community based service, the technology gives all segments of subscribers a great social networking experience. Mobility driven VAS is turning out to be the best way to integrate social networking with location services and deliver what the customers are looking for.

Operators are also working towards introducing next generation VAS platform which has a number of applications relevant for rural India such as mobile education, weather forecasts, etc.

Moving forward, 3G driven VAS applications like video streaming/mobile advertising/cell broadcasting and professional services are set to rule the value added game for the operator community in the coming months and hel them in deliver the best possible content for their set of customers.

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