OnMobile rearranges MVAS offerings
By siliconindia   |   Wednesday, 15 July 2009, 18:52 IST   |    1 Comments
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OnMobile rearranges MVAS offerings
Bangalore: OnMobile Global, a Bangalore based Value Added Services technology provider to telecom firms, is introducing region and requirement specific services and thus making them more applicable to counter falling tariffs and demands by mobile firms for changes in the revenue sharing mode, reports DNA. The mobile phone companies wants a shift by paying one time license fee from the present revenue share model to buying VAS products. Under the present revenue share model, the VAS technology provider gets a share whenever a consumer purchases value added products such as caller tunes. Gaurav Malhotra, an analyst with the broking firm, had cited tariff reduction and shift from revenue sharing to licensing model by tele companies as dual risks for the VAS provider firm. The company's revenue share typically ranges between 15 percent and 40 percent, averaging to 20-25 percent. OnMobile is bringing in more relevance to its products to counter new strategies from the operators. The company is agreed on licensing model where the VAS services do not involve consumer usage, but wanted to continue with the revenue sharing model where the consumer is the end user. "The business model employed will depend on the nature of the product and the degree of adaptability required. If the product is a core network element with no direct consumer usage (a WAP Gateway for example), which is not likely to change once deployed in the operator network, then a licence model makes sense," Pratapa Bernard, Head, Marketing and Products, OnMobile. "Countering tariff cuts with product innovation is the aim; the company strives to come up with new technology and services that offer value to the consumers, for which they would be willing to pay. Phone backup is an example. Consumers can quickly recover all their data, including music, photos, SMSes and contacts, in the event of losing their phone," said Bernard. OnMobile is also seeing a relaxation in its Europe and U.S. sales. After the initial focus on India and emerging markets, the company has added a suite of data products to its overseas portfolio bringing the Web 2.0 and mobile worlds together through products such as Phone Book 2.0, social networking gateway, informed Bernard.

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