For the complete report, get in touch with us at: info@netscribes.com Abstract : India houses 886.3 mn cellular subscribers. This huge subscriber base is approximately split in 70:30 between rural and urban users respectively. With falling prices of mobile voice calls and text messages, telecom operators are turning to additional services which are offered to customers; such services are called Mobile Value Added Services or MVAS. With diverse demography, lifestyle and consumer preferences amongst urban, sub-urban and rural consumers across the country, MVAS are destined to generate high returns. Indian Telecom sector is betting big on MVAS segment with wide variety of products in variable price range. MVAS adoption is polished to increase by manifold with increasing numbers of mobile devices and rising demand for mobile contents across India. With modern mobile platforms mobile VAS is catering to the various needs in infotainment segment. Rise in disposable income has revolutionized consumers’ buying and spending pattern towards PC, mobile devices, communication equipment and services. It has catalyzed the trend of smartphone & featurephone which enhances the scope for MVAS with mobile apps and rich mobile content. Table of Contents : Slide 1: Executive Summary Macroeconomic Indicators Slide 2: GDP at Factor Cost: Quarterly (2011-12 – 2014-15), Inflation Rate: Monthly (Jul 2013 – Dec 2013) Slide 3: Gross Fiscal Deficit: Monthly (Feb 2013 – Jul 2013), Exchange Rate: Half Yearly (Apr 2014 – Sep 2014) Slide 4: Lending Rate: Annual (2011-12 – 2014-15), Trade Balance: Annual (2010-11 – 2013-14), FDI: Annual (2009-10 – 2012-13) Introduction Slide 5: Mobile Value Added Services – Overview, Fundamental MVAS Value Chain Market Overview Slide 6-10: Market Overview – Global, Market Overview – India, MVAS Components, MVAS Revenue Sharing Model, Major MVAS Delivery Platforms, SWOT Analysis of MVAS Market in India Drivers & Challenges Slide 11: Drivers and Challenges – Summary Slide 12-20: Drivers Slide 21: Challenges Competitive Landscape Slide 22: Porter’s Five Forces Analysis Slide 23-30: Major Public Players Slide 31-71: Major Private Players Market Opportunities Slide 72-73: Market Opportunity - Potential Verticals Slide 74: Opportunity in Small and Medium Enterprises (SME) Slide 75-78: Vendor Opportunities Strategic Recommendations Slide 79-81: Recommendations Appendix Slide 82: Key Ratios Description Slide 83: Sources of Information

1. Mobile Value Added Services – India
November 2014

2. 2
MOBILE VAS MARKET IN INDIA 2014.PPT
Executive Summary
Drivers:
Market
Overview
Drivers & Challenges
Competitive Landscape
Mobile Value Added Services market size in India was valued at around INR x1 bn in 20--
Around x2% of the total revenue from p3 come from p4 as per 20-- - --
Product1 and Product2 usage are expected to grow side-by-side, helping each other mutually
Challenges:
Low Smartphone and Tablet Penetration in Rural Areas
Low Average Revenue Per User
Rising Mobile Device Adoption and Colossal Wireless Subscriber Base
Increase in Disposable Income and Economic Advancement
Introduction and Availability of Next Generation Cellular Networks
Growing Demand for Rich Digital Contents
Soaring Demand in Enterprises
Extensive Usage of Plastic Money
Key Players
Geodesic Ltd.
OnMobile Global Ltd.
ACL Mobile Ltd.
Altruist Technologies Pvt. Ltd.
Comviva Technologies Ltd.
Spice Digital Ltd.

3. 3
MOBILE VAS MARKET IN INDIA 2014.PPT
•Macroeconomic Indicators
•Introduction
•Market Overview
•Drivers and Challenges
•Competitive Landscape
•Market Opportunities
•Strategic Recommendations
•Appendix

4. 4
Economic Indicators (-/-)
11
12
13
14
15 c4
b4
a4
Q3
c3
b3
a3
Q2
d2
c2
b2
a2
Q1
INR tn
Q4
d1
c1
b1
a1
GDP at Factor Cost: Quarterly
Inflation Rate: Monthly
0.0
0.5
1.0
1.5
2.0
Jun 2013 - Jul 2013
p
%
Oct 2013 - Nov 2013
t
Sep 2013 - Oct 2013
s
Aug 2013 - Sep 2013
r
Jul 2013 - Aug 2013
q
MOBILE VAS MARKET IN INDIA 2014.PPT

5. 5
Introduction
Mobile Value Added Services (MVAS) – Overview
MOBILE VAS MARKET IN INDIA 2014.PPT
•Mobile Value Added Services (MVAS) are the services provided by telecom operators directly or indirectly, beyond standard voice calls
•Majority of the MVAS products have the following common characteristics,
It is not a form of basic service, rather adds value to total service offering
Stands alone in terms of profitability
Stimulates incremental demand for core service(s)
It may stand alone operationally
It does not cannibalize basic service(s)
It may provide operational or administrative synergy among other services and it is not merely for diversification
Fundamental MVAS Value Chain
Content Owner/
Service Provider
Solution
Developer
Technology
Enabler
Network Operator
Consumer
•The basic content of the MVAS product which will be served to consumers, are provided by content owner or service providers
•Solution developers create the core MVAS solution using software and technology tools
•Technology enabler provides the technology platform for the MVAS solution to be developed
•Network operators host the MVAS solution on their networks and offer the product to their customers

6. 6
Product1 and Product2 usage are expected to grow side-by-side,
helping each other mutually
• Mobile Value Added Services market size in India was valued at around INR x1 bn in 20--
• P1 and p2 prices have forced telecom companies in India to depend on revenues from other services such as MVAS for
higher profitability
 Around x2% of the total revenue from p3 come from p4 as per 20-- - --
 Telecom operators, investing heavily on p5 and p6, is looking to leveraging p7 to generate returns and overcome aspect1
• P8 in India is at a growth phase currently wherein adoption has slowly started picking up along with p9 consumption,
mutually benefiting each other to grow significantly
 Considerable adoption is expected between 20-- and 20-- and p10 will attain maturity phase afterwards
 P11, on the other hand, is in its initiation phase with a number of S1 yet to launch p12
Market Overview – India
MOBILE VAS MARKET IN INDIA 2014.PPT
Mobile VAS – Market Size & Growth
20--
+y%
a6
INR bn
20--
a5
20--
a4
20-- 20--
a1
a3
20--
a2

7. 7
MOBILE VAS MARKET IN INDIA 2014.PPT
Drivers & Challenges – Summary
Drivers
Rising Mobile Device Adoption and Colossal Wireless Subscriber Base
Increase in Disposable Income and Economic Advancement
Introduction and Availability of Next Generation Cellular Networks
Growing Demand for Rich Mobile Contents
Soaring Enterprise Demand
Extensive Usage of Plastic Money
Challenges
Low Penetration in Rural Areas
Low Average Revenue Per User

8. 8
MOBILE VAS MARKET IN INDIA 2014.PPT
SAMPLE
Porter’s Five Forces Analysis
Bargaining Power of Buyers
•Text text text text text text text text text text text text text text text text text text text text text text text text text
Impact
High
Threat of New Entrants
•Text text text text text text text text text text text text text text text text text text text text text text text text text
Impact
Medium
Bargaining Power of Suppliers
•Text text text text text text text text text text text text text text text text text text text text text text text text text
Impact
Medium
Threat of Substitutes
•Text text text text text text text text text text text text text text text text text text text text text text text text text
Impact
Low
Competitive Rivalry
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
Impact
Medium

9. 9
SAMPLE
Key Ratios of Top 4 Companies – Operational Basis (FY 2013) (1/3)
Competitive Benchmarking (-/-)
0
%
company4
d2
d1
company3
c2
c1
company2
b2
b1
company1
a2
a1
Net Margin
Operating Margin
•Company1 recorded operating margin of -%, higher than that of company2, company3 and company4 which recorded operating margin of -%, - and -% respectively
•Thermax however recorded the highest net margin of -% higher than that of Ion Exchange, SPML and Va Tech Wabag which recorded net margins of -%, -% and -% respectively
MOBILE VAS MARKET IN INDIA 2014.PPT

10. 10
SAMPLE
Public: Domestic Company – Company 1 (1/4)
Key People
Products and Services
Company Information
Offices and Centres – India
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Ticker Symbol
Stock Exchange
Category
Products/Services
Sectors (EPC)
Name
Designation
Head Office
MOBILE VAS MARKET IN INDIA 2014.PPT

11. 11
SAMPLE
Financial Snapshot
Key Ratios
Financial Summary
•The company incurred a net loss of INR - bn in FY 2013, as compared to net profit of INR - bn in FY 2012
•The company reported total income of INR - bn in FY 2013, registering a decrease of -% over FY 2012
•The company earned an operating margin of -% in FY 2013, a decrease of - percentage points over FY 2012
•The company reported debt to equity ratio of - in FY 2013, an increase of - % over FY 2012
Key Financial Performance Indicators
Indicators
Value (17/01/2014)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Particulars
y-o-y change (2013-12)
2013
2012
2011
2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
Improved
Decline
Net Profit/Loss
Total Income
0
2010
s1
t1
INR bn
INR bn
2013
t4
s4
2012
s3
t3
2011
s2
t2
Public: Domestic Company – Company 1 (2/4)
MOBILE VAS MARKET IN INDIA 2014.PPT

12. 12
SAMPLE
Key Business Segments
Key Geographic Segments
Business Highlights
Description
News
Overview
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
Extensive Product Portfolio
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
0%
g1
2013
Construction and Engineering
0%
2013
f4
e4
2012
f3
e3
2011
f2
e2
2010
f1
e1
Overseas
India
Public: Domestic Company – Company 1 (3/4)
MOBILE VAS MARKET IN INDIA 2014.PPT

13. 13
SAMPLE
Public: Domestic Company – Company 1 (4/4)
T
O
W
S
MOBILE VAS MARKET IN INDIA 2014.PPT

14. 14
SAMPLE
Private: Domestic Company – Company 2 (1/5)
Key People
Products and Services
Company Information
Offices and Centres – India
Category
Products/Services
Products
Name
Designation
Ahmedabad
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Head Office
MOBILE VAS MARKET IN INDIA 2014.PPT

15. 15
SAMPLE
Shareholders of the Company as on 28.09.2012
Ownership Structure
Name
No. of Shares held
X
X
Total
30%
70%
Corporate Bodies
Foreign holdings
Private: Domestic Company – Company 2 (2/5)
MOBILE VAS MARKET IN INDIA 2014.PPT

16. 16
SAMPLE
Financial Snapshot
Key Ratios
Improved
Decline
Financial Summary
•The company earned a net profit of INR - mn in FY 2013, as compared to net loss of INR - mn in FY 2012
•The company reported total income of INR - mn in FY 2013, registering an increase of -% over FY 2012
•The company earned an operating margin of -% in FY 2013, an increase of - percentage points over FY 2012
•The company reported debt to equity ratio of - in FY 2013, a decrease of -% over FY 2012
Net Profit/Loss
Total Income
0
v3
u3
2011
2013
v4
u4
2012
INR mn
INR mn
v2
2010
u1
v1
u2
Private: Domestic Company – Company 2 (3/5)
Particulars
y-o-y change (2013-12)
2013
2012
2011
2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
MOBILE VAS MARKET IN INDIA 2014.PPT

17. 17
SAMPLE
Business Highlights
Description
News
Overview
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
Extensive Product Portfolio
•Text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
Private: Domestic Company – Company 2 (4/5)
MOBILE VAS MARKET IN INDIA 2014.PPT

18. 18
SAMPLE
Private: Domestic Company – Company 2 – SWOT Analysis (5/5)
T
O
W
S
MOBILE VAS MARKET IN INDIA 2014.PPT

19. 19
MOBILE VAS MARKET IN INDIA 2014.PPT
Market Opportunity - Potential Verticals (1/2)
•text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text text text text text text
•text text text text text text text text text text text text text text text text text text text text text text text text text
Education
Financial Services
Media & Entertainment
Retail

20. 20
Strategic Recommendations (-/-)
•Companies need to focus on specific1 and specific2 early to leverage on specific3
Recommendation1
Recommendation2
MOBILE VAS MARKET IN INDIA 2014.PPT

21. 21
Appendix
Ratio
Calculations
Operating Margin
(Operating Income/Revenues)*100
Net Margin
(Net Profit / Revenues) *100
Profit Before Tax Margin
(Income Before Tax / Revenues *100
Return on Equity (ROE)
(Net Income / Shareholders Equity)*100
Return on Capital (ROCE)
EBIT / (Total Assets – Current Liabilities)*100
Return on Working Capital
(EBIT / Working Capital) *100
Return on Assets
(EBIT / Total Assets)*100
Return on Fixed Assets
(EBIT / Fixed Assets) *100
Operating Costs (% of Sales)
(Operating Expenses / Sales) *100
Administration Costs (% of Sales)
(Administrative Expenses / Sales) *100
Interest Costs (% of Sales)
(Interest Expenses / Sales) *100
Ratio
Calculations
Current Ratio
Current Assets / Current Liabilities
Cash Ratio
{(Cash & Bank Balance + Marketable Securities) / Current Liabilities)}
Debt to Equity
Total Liabilities / Shareholders Equity
Debt to Capital Ratio
{Total Debt / (Shareholders Equity + Total Debt)}
Interest Coverage Ratio
EBIT / Interest Expense
Fixed Asset Turnover
Sales / Fixed Assets
Asset Turnover
Sales / Total Assets
Current Asset Turnover
Sales / Current Assets
Working Capital Turnover
Sales / Working Capital
Capital Employed Turnover
Sales / (Shareholders Equity + Total Debt)
MOBILE VAS MARKET IN INDIA 2014.PPT

22. 22
Sources of Information
Open Sources
Premium Databases
Company Websites
Annual Reports of Companies
Telecommunication & Technology Magazines
Magazines and Journals
Regulatory Websites
Leading Newspapers
Electronic Media
Print Media
SECONDARY RESEARCH
PRIMARY RESEARCH
Interviews
Leading Industry Experts
MOBILE VAS MARKET IN INDIA 2014.PPT

23. 23
Thank you for the attention
The Mobile Value Added Services – India 2014 report is a part of Netscribes’ Technology Series.
For more detailed information or customized research requirements please contact:
About Netscribes
Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth objectives.
Disclaimer: This report is published for general information only. Although high standards have been used in the preparation of this report, Netscribes is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes. and prior permission is required for guidelines on reproduction.
Phone: +91 22 4098 7600
E-Mail: info@netscribes.com
MOBILE VAS MARKET IN INDIA 2014.PPT