Operators Running high on 3G Apps and Services

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Telcos are betting big on 3G driven applications and services in order to let the end user gain from 3G.

With 3G services gaining on the popularity bandwagon pushed by the introduction of EV-DO Rev A and HSPA to emerging markets, telecom operators now have sufficient capacity and low latency to implement video services and are actively deploying them. Of greatest interest to most are streaming services given their ability to work on devices with little memory and thus enable more users.

3G driven Services can provide an ample set of branded content in mainstream categories like: Children’s, News, Entertainment and Sports, (ii) offer basic services at either a low flat rate, Ad subsidized, or bundled with other services like Wireless Broadband, (iii) provide ease of content discovery and use, (iv) deliver the services over 3G networks (research shows 3X greater uptake than over 2.5G), and (v) provide an ample variety of economical handsets. Other emerging markets operators have acknowledged the requirement to offer such services at very low cost since they are closer to luxury items than necessities.
 
Social improvement services.

Social improvement services involve those that are intended to improve the health, , and because of this are often subsidized by government agencies or non profit organizations. They are important for operators because they represent ways to do good for the community as well as to build goodwill with government and regulators, and to gain financial support. Such initiatives also let operators economically explore new business models with reduced risk.

With the goal of making broadband accessible to rural populations that lack wireline infrastructure and where the residents were generally too poor to afford such services individually, operators are creating business models that focused on lowering the cost of delivery to consumers and small businesses.

All over the world and including India, telecom service providers are able to construct and bring to life compelling business models that leverage 3G assets to achieve economic viability, even in highly cost constrained environments. And in the process, this is creating much needed jobs for remote communities and connecting them to the rest of the world as well.