E1-E2 CM

TECHNICAL

M-VAS
(Mobile Value Added Services)

For internal circulation of BSNLonly

 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.
• 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
Configuration of Mobile Sets for M-VAS

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 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
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 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:
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:
• Revenue sharing
• Customer Awareness
• Handset compatibility and Cost
• Bandwidth constraint

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 DRIVERS OF M-VAS
Audio
SMS
MMS
Music
Video
Cartoon
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 to
parters
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)
‘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 OPTIONS
Options under STK are:
My Portal
News
Finance
Entertainment
TV 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
– Automobi
– le Gita
– Bhagawa
– Health Care
d Cricket
– 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
them browsing and e-mail activities.
GPRS supports MMS (Multimedia Service)
Messaging

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 GPRS M-VAS

GPRS users can download:

– Ring Tones
– MP3 Tones
– Colour Logos
– 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.
‘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 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.
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 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 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
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
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.
• 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
=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
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.
• 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