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среда, 17 декабря 2008 г.

Who is the leader in Russia VAS?

Not so long ago held 5th VAS Conference announced VAS leader in Russia. I was a little bit surpised that it is MTS but after competitive analysis decided that committee was right.

MTS has the most attractive conditions for content providers.
  • Internet traffic revenue sharing is a real plus for many projects: it makes several of them possible at all.
  • Direct connection to MTS infrastucture is possible. Megafon and Beeline offers connection through affilated Content Aggregators.
  • Broad range of technological interwoking: Voice, MMS, SMS, WAP, WEB. Megafon and Beeline aren't able to offer MMS connection.

I believe that MNO allurement to Content Providers is the key to VAS success. Moreover community is the main contributor in VAS business development. Content aggregation paradigm in this case is a limitaion factor.

MTS was the most active in launching new services to commercial stage.

  • MMS portal is very impressive (with UGC model implemented). Megafon has very weak MMS portal and Beeline doesn't have it at all. UGC model guarantees income of huge amount of interesting content, subscribers are involved in service development.
  • Music shop is the biggest in Russia and effectively promoted by MTS.

I'm really excited by MTS MMS portal. It is very innovative service and it is alreay gained popularity all over the world as MMS usage booster. Even mobile phones vendors like Nokia are promoting such services on ther dedicated platforms. Mogreet is another independent provider of such service (www.mogreet.com).

It shows that MTS isn't concentrated on only building 3G networks but in offering competitive VAS proposals. It is strong point to offer rich content services in order to load 3G networks.At the moment rich content services are boosting MMS and mobile internet usage all over Europe and Americas.

I'm sure that Beeline didn't manage to be the first in time but soon should be the leader because of big amount of efforts spent on new services. As example, Mobile Commerce implementation in Beeline is the most effective on Russian market and they have potential for further development of this service.

From another point of view the crisis will definetly influence on VAS ativities and only "quick winning" projects will be started. This trend will decrease possibility for innovative and interesting services but not so good in quick revenue generation.

The answer about future leader could be in HR area - definetly will win that MNO which wont loose right people. It will be interesting to watch at Blackberry competition between MTS and Beeline. As far as I know Megafon doesn't have such activities.

I'd like to know your opinion about VAS leadership in Russia. What is the most impresive VAS on Russian market?

http://polls.linkedin.com/p/13689/dnyiw

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