E1E1--E2 CM E2 CM TECHNICALTECHNICAL

For internal circulation of BSNLonly

MM--VASVAS

(Mobile Value Added Services)(Mobile Value Added Services)

WELCOME

• This is a presentation for the E1-E2 CM Module for the

Topic: M-VAS (Mobile Value Added Services).

• Eligibility: Those who have got the Up-gradation from

E1 to E2.

• This presentation is last updated on 19-3-2011.• This presentation is last updated on 19-3-2011.

• You can also visit the Digital library of BSNL to see this

topic.

For internal circulation of BSNL only

AGENDA

Features of M-VAS

BSNL M-VAS options

Applications of BSNL M-VAS

For internal circulation of BSNLonly

Configuration of Mobile Sets for M-VAS

DEFINITION OF M-VAS

VAS (Value Added Services) in Telecom Industry

refers to non-core or non basic services which add

value to core or basic services.

M-VAS (Mobile Value Added Services) is a well M-VAS (Mobile Value Added Services) is a well

established and rapidly growing set of Mobile

applications beyond basic voice and messaging

services.

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CHARACTERISTICS OF M-VAS

Standalone in terms of profitability

Stimulates incremental demand for core or basic

services

Do not cannibalize core or basic services

May be sold at premium pricesMay be sold at premium prices

Provides operational synergy with core or basic

services

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M-VAS TYPES & NECESSITY

Types of M-VAS:

– Independent or Standalone- This is not required to be

coupled with a basic service.

– Dependent or Non-standalone- This is coupled with a

basic service.

Necessity of M-VAS:Necessity of M-VAS:

Maximizes revenue

Increases ARPU (Average Revenue Per User)

Survives in competitive environment

Satisfies growing demand of customers

Improves loyalty

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M-VAS EFFECT & CHALLENGES

M-VAS is effective for:

• Mobile Service Providers

• Value Added Service Providers

• Content aggregators & Developers

• Handset manufacturers

M-VAS Challenges:M-VAS Challenges:

• Revenue sharing

• Customer Awareness

• Handset compatibility and Cost

• Bandwidth constraint

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DRIVERS OF M-VAS

Audio

SMS

MMS

Music

Video

CartoonCartoon

Gaming

M-Advertisement

M-Commerce

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STAKEHOLDERS’ CONCERN

Simplicity

Availability

Quantity of content

Quality of content

Nature of content

Consumer Education

Transparency

Charging

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BSNL M-VAS SOLUTION

BSNL implements M-VAS through SDP (Service

Delivery Platform)

SDP addresses the needs of both Operators and

Content Providers

BSNL SDP manages and delivers contents like Music,

Movies, Mobile-TV, Videos, Games etc.

BSNL can create its own content or can have parters to

supply the content

BSNL SDP supports different formats for accessing

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BSNL M-VAS - AVAILING

BSNL M-VAS may be availed through:

STK (SIM Tool Kit)

USSD (Unstructured Service Supplementary Data)

GPRS (General Packet Radio Service)GPRS (General Packet Radio Service)

‘BSNL Live’

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SIM TOOL KIT

BSNL SIM Tool Kit provides an option ‘Cellone’ to avail

some of M-VAS

A Customer is simply to navigate through Menu/Sub-

menu of concerned Service and select it

System automatically converts it to an SMS and sends it

to the M-VAS provider and gets the reply

The Menu options are directly up-dated by the M-VAS

Service Provider without intervention of the Customer.

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SIM TOOL KIT OPTIONSOptions under STK are:

My Portal

News

Finance

Entertainment

TV ScheduleTV Schedule

Travel

Downloads

Astrology

Cricket

Others

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USSD-FEATURES

Session oriented

A menu based service

Flexible to design dynamic menus

Accessible directly from Phone Screen

Extremely user friendly

Almost seven times faster than conventional SMS

A message is of maximum 182 characters

USSD has dialogue concept but no store & forward

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USSD-SUBJECTS

Some of USSD Subjects are:

– Astrology

– Automobile

– Bhagawad Gita

– Cricket

– Health Care

– News

– On Gandhiji

– Word of the day

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GPRS

GPRS is 2.5G GSM

GPRS offers high speed data services

It uses Packet Switching Technique.

It provides Internet connectivity to the users enabling It provides Internet connectivity to the users enabling

them browsing and e-mail activities.

GPRS supports MMS (Multimedia Messaging Service)

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GPRS M-VAS

GPRS users can download:

– Ring Tones

– MP3 Tones

– Colour Logos

– Wallpapers– Wallpapers

– Videos

– Animations

– Games

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‘BSNL Live’

‘BSNL Live’ is a WAP (Wireless Application Part) Portal

It offers one stop shop for all Information, Entertainment

and Communication related requirements.

‘BSNL Live’ can be accessed by all GSM (2.5G and 3G)

subscribers. subscribers.

‘BSNL Live’ contents are heavy on data and hence 3G

connection is desirable to experience the thrill of the

contents.

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‘BSNL Live’ M-VAS

‘BSNL Live’ is a gateway to M-VAS

It provides:

Movie Streaming

Video on Demand

Full Track Mp3 MusicFull Track Mp3 Music

Games

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MOVIES FROM ‘BSNL Live’

Movies will be streamed on demand from ‘BSNL Live’

directly without getting stored.

‘BSNL Live’ splits Movies into two to six ( or more) parts

of 20-30 min duration each. Parts are shown as Part-1,

Part-2 etc. Part-2 etc.

Any part can be viewed in streaming time. Total allowable

time of streaming is displayed on the screen of the user

before the streaming starts.

Price of the content is shown and confirmation of the user

is obtained.

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VIDEOS FROM ‘BSNL Live’

Video clips of 3-5 minutes duration (approx.) are available

on demand from ‘BSNL Live’.

Chosen Video clips can be downloaded from a huge

library of content at ‘BSNL Live’.

There are wide ranges of Video categoriesThere are wide ranges of Video categories

Price of contents may be displayed on the screen and

confirmation about payment is taken from the user before

starting of downloading.

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MUSIC & GAMES FROM ‘BSNL Live’

Music:

• Full track songs (MP3) of any body’s choice can be

downloaded from ‘BSNL Live’.

• Confirmation is obtained about the payment of the price.

Games:Games:

• Games of various categories are available in ‘BSNL Live’

• Games compatible with the users’ handset will be

displayed on the screen.

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STREAMING VS DOWNLOADING

Streaming:

• During Streaming content is sent in a continuous stream and

displayed on the compatible Mobile Set of the user in real

time without getting stored in the memory of the Mobile set.

• It is to be viewed in a specified time limit.

Downloading:

• Downloading allows to store the content into the memory of

the compatible Mobile Set

• It can be viewed at any time as many times the user desires

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‘BSNL Live’ CHARGING

Two types of charges are applicable:

1. Surfing/Downloading charges as per plan chosen by the

customer.

2. Whenever customer wants to buy any content , he will have to

pay the price of the content. The price would be displayed pay the price of the content. The price would be displayed

before downloading/streaming. On getting confirmation of the

customer, Downloading/Streaming will start.

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HANDSET CONFIGURATION FOR 3G

A number of ways are available:

1. APN settings through SMS

2. APN settings through Internet

3. mimobi.tv application settings

4. Manual configuration 4. Manual configuration

5. Settings from Call Centre

6. Setting through TSD

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APNs USED BY BSNL

Presently four APNs (Access Point Names) are

being used by BSNL:

• bsnlnet - meant for Internet services.

• bsnllive - needed for WAP browsing,

viewing movies, videos etc. viewing movies, videos etc.

• bsnlstream - required for streaming

applications.

• bsnlmms - needed for multimedia activities

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APN SETTINS THROUGH SMS

• The customer is to send SMS to the number 58355 in the

following format:

• Manufacturer <Space> Model <Space> XXX, where-

XXX=NET for bsnlnet

=LIVE for bsnllive

=STREAM for bsnlstream=STREAM for bsnlstream

=MMS for bsnlstream

=<Blank> for bsnllive and bsnlstream

=ALL for setting of all the four APNs.

• Reply would come in the form of SMS.

• User is to save them. bsnllive is saved as default.

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APN SETTINS THROUGH INTERNET

1. Go to the website- http://cellone.in

2. Click download button for GPRS/MMS setting

3. Click East Zone, say. Feed the Mobile Number with

country code in the space provided.

4. Click login option. Get a password and Click again login.

5. Click Device Management. Now get options to choose 5. Click Device Management. Now get options to choose

Phone Vendor and Phone Model. Choose as desired.

6. Next Display comes to click options for the APNs.

7. Click as desired and then Click Configure my Phone.

8. Next Message would come to the Mobile Set in the form of

SMS. Save them.

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M-VAS TRENDS

• Mobile developers are on the job of adding more and more

services under the banner of M-VAS.

• This creates an opportunity for Mobile Operators to attract

customers with launching of new Mobile Value Added

Services.

• This is likely to enhance customer base and increase ARPU.• This is likely to enhance customer base and increase ARPU.

• The Customers like M-VAS, if they are user friendly to

operate, cheap in price, compatible handsets are easily

available and support from Customer Service Centres are

available on demand.

For internal circulation of BSNLonly

For internal circulation of BSNLonly