Setting the right growth tone

The over Rs 4,500-crore telecom value added services (VAS) market is hotting up and players are working overtime to offer India's 170 million strong mobile subscribers a feast of innovative services -- all with an eye on increasing their market share and bottomlines.

For instance, in three weeks' time, caller tunes will have a competitior "� 'Ring To Me' tones. Instead of listening to a recipient's caller tone, subscribers of the 'Ring To Me' service will be able to hear the songs of their choice.

Saket Agarwal, chief operating officer, Cellebrum, explains: "One can set different 'Ring To Me' tones for individual recipients and the pricing would be similar to caller tones (Rs 30 for a month)."

Also, on the cards is a user-generated GPRS-based application. "We will host user-generated images, music clips and personal videos, that will be available for a less than Rs 10 (per download). Everytime, an individual's content is downloaded, he will be given 10-15 per cent of the price charged," says Agarwal.

Cellebrum, on its part, is also optimistic about voice-based chatting and dating services. "Within 6 months, we have seen a registered user base of 1.2 million subscribers for our voice chatting and dating service and we hope to replicate the success into a mobile-based matrimony service that a GPRS or voice-enabled phone can access," says Agarwal. The mobile matrimony service, expected to be launched in June, will be priced "lower than internet-based matrimonial sites."

Meanwhile, One97 Communications, a telecom solutions provider, is willing to bet on video SMS. "A user has only to record his voice, choose a customised mobile avtaar (role) and the chosen avtaar would lip-sync the message to the recipient," says Vijay Shekhar Sharma, the company managing director. The price of a voice-based video SMS equals that of a voice call.

One97 has also launched a WAP-based subscription service (Rs 30 per month) that allows users to download non-copyrighted content and stream videos or audio. Sharma claims to have roped in "more than 10,000 paid subscribers" within 2 months and is busy working on utility-based services that include local search, payment of bills over mobile phones.

Kirusa, another mobile VAS provider, asserts voice SMS has a potential to reach up to 50 per cent of a mobile operator's subscriber base. (as against 10 per cent for any other value-added application) Says Shashi Bhushan, director (marketing), Kirusa, "Voice SMS, offered by operators like MTNL, Idea, BPL Mobile, has shown that it is affordable and logical evolution to a text message." Although priced at least 25 per cent higher than a text message, Kirusa predicts that the service is bound to be a success for India.

Webaroo, yet another telecom solution developer, has launched SMS GupShup, which is a free group messaging service. "SMS GupShup allows users to create personal interest groups of any size and communicate with members," explains Beerud Sheth, co-founder & CTO, Webaroo.

The messages sent by a group creator are forwarded by Webaroo, at no charge, to all members of the group. "In return, we will add a 20-40 character long text advertisement for every message forwarded. This way we make money on each SMS through advertisements and user can communicate with multiple members with a single SMS," explains Sheth. Already 10,000 member strong, SMS GupShup promises a cheap way to communicate on a mobile social networking platform.

Cellebrum to introduce 'Ring To Me' tones

One97 Communications is betting on video SMS

Kirusa is looking at voice SMS

Webaroo launched SMSGupshup