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Soaring Revenue Base through Value Added Services

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The traditional service that telecommunications operators are meant to provide is voice communications. However, there has been increased demand for value added service which is secondary focus of operators that has turned to be a strong source of revenue.
A value-added service (vas) is popular as a telecommunications industry term for non-core services or, in short, all services beyond standard voice calls and fax transmissions but, it can be used in any service industry (eg. Web 2.0) for the services providers provide for no cost to promote their main service business. In telecommunication industry on a conceptual level, value-added services add value to the standard service offering, spurring the subscriber to use their phone more and allowing the operator to drive up their average revenue per user (ARPU). For mobile phones, while technologies like SMS, MMS and GPRS are usually considered value-added services, a distinction may also be made between standard (peer-to-peer) content and premium-charged content.
There are about 4 billion mobile subscribers worldwide, out of which 67 million mobile subscribers are Nigerian. Over 350 billion text messages are exchanged across the world every month.
Value-added services are supplied either in-house by the mobile network operator themselves or by a third-party value-added service provider (VASP), also known as a content provider (CP). VASPs typically connect to the operator using protocols like Short message peer-to-peer protocol (SMPP), connecting either directly to the short message service centre (SMSC) or, increasingly, to a messaging gateway that allows the operator to control and charge of the content better.
In the mobile phone market, new models are being rolled out with features targeted at specific user groups. There are feature phones for business people, with fast email services and document editing capabilities. On the other end of the spectrum are multimedia phones, further sub divided into units with advanced imaging and/or audio capability.
VAS applications
Person to Application (P2A) these are SMS messages sent by end users for contests & for seeking other information like news &  updates;  Application  to Person (A2P) are SMS inclusive of service push by enterprise service providers; Also include calls on IVRS for all other services like astrology.
Ringtones : This is inclusive of monotunes, polytunes, truetunes and also includes Caller ring back tones (CRBT).
Entertainment VAS (jokes, Bollywood Ringtones & games); Info VAS ( Information on movie tickets, news, banking account  etc); mCommerce VAS (Transactional services such as buying railway tickets or movie tickets through the mobile phone)    The revenue generation and popularity of these types of VAS revolves around two factors which are perceived value and practical value.
Technology Enablers    
Short Code Provider: these are the companies who own a short code (e.g. 8888, 3456 among others) which is sold to a third party client for some keyword and a specific period).
In the next few years, there is likely to be further specialization as network providers offer package bundles comprising of a phone, customized content, applications and a unique pricing plan targeted for some user groups. For example, one could opt for a package with a multimedia phone with huge storage space for music, digital rights management (DRM) software for sharing music and a usage plan that allows limited free downloads of songs and video.
Markets have traditionally been viewed in terms of supply and demand, in which vendors and service providers create value for which consumers are willing to pay. But in the emerging digital world, it is just as likely to be consumers themselves that create the value. A couple of examples: SMS’s or Short Message Services are perhaps the biggest success that telephone companies have had in persuading users to create their own value. Most recently, SMS-based voting used in competitions like American Idol/Pop Idol have generated large revenues for all stakeholders within a very short time.
The powerful combination of blogging or dissemination of personal content with social networking or "communitization" will have a strong bearing on the features and services that will be provided to users. There is a discernible trend in the use of mobile phones for creating and distributing blogs and video content while on the go.
The ubiquitous nature of mobile phones is ensuring that they play a key role in every major idea of this decade. As mobile phones evolve into versatile platforms for content exchange, telecom operators will be under pressure to deliver new, exciting content to grow their revenue base.
MTN recently has signed a deal with value-added services enabler and content provider IMImobile, to provide enhanced repository of current and globally popular content to 21 markets of MTN over a single platform.
IMImobile would address the local and international content needs of the company providing different flavor of music, news, sports and local contents, bringing online contents and mobile to 130 million users of the company.
The deal will also enable MTN to launch new voice and data services in its regions of operation. IMImobile is expected to earn around $150.2 billion in 2011 from mobile content and services.
MTN, having exclusive global content rights for the 2010 Fifa World Cup, will use the deal to deliver exclusive 2010 Fifa World Cup content to the mobiles of customers.
Expanding VAS
In Nigeria the list of content providers and platforms are growing by the day, some the major providers include, MTech, Cellcast, TaviaTxt, SaveMyContacts, Textnigeria, Entegration Solutions, Cellulant, CellTrust, 3G Reality Centre and A3&O among others, which generate mobile content to deliver value-added services via the GSM network operators. The mobile operators share the revenues equally with these private VAS companies, barring M-Tel, which is yet to develop a relationship with a VAS company.
The main players in the Mobile value added service chain in Nigeria apart from the National mobile operators are the content aggregators. They provide content to mobile operators; perform in-house content development and aggregating contents from other small players. They own the short codes and they have a tie up with multiple operators to ensure subscribers of all operators can access same short codes. Revenue sharing chain percentages will either encourage more independent developers or discourage them from rolling out innovative services that will promote the 3G. As it stands today, if the operators do not radically change the present revenue sharing structures which allows them to retain chunk of the value added services revenue, development efforts might not be encouraging after all.
Growth is stifled in the vas market in Nigeria because National mobile operators are playing safe and concentrating only on mass services for which content is readily available and chances of failure less. Entertainment value added service despite the fact that its practical value is minimal, is popular because of its mass appeal especially to youth segment and it is promoted over mobile commerce and infotainment which has the capacity to create real value for subscribers. Mere deployment of the 3G Networks will not automatically incite content aggregators to start developing contents. Additional investments in supporting infrastructure like in areas of digital map for those going into location based VAS, promises to be one of the leading services in Enterprise solution VAS in Nigeria.
Prevalence of low end mobile handsets is a major factor in the uptake and penetration of advance mobile technologies. Many services are not performing to their potentials despite their usefulness and many others which cannot be introduced. As the mobile markets grows, most new entrants are the low ARPU end users as most big spenders had already been taken up and hence most mobile handset coming on board might not have the features that support advance technologies. Operators worldwide are taking initiatives to collaborate with mobile phone makers to make 3G services available to more people with less entry cost through handset development, logistics and marketing initiatives. Notable among such collaborations is the 3G for all campaign spearheaded by the GSM Association that will reduce 30% from the LG phone that has been chosen.
Emmanuel Okoegwale, mobile value added services expert, said that operators need to focus on Value added services to survive the cut throat competition they are experiencing right now, reduction in voice revenues and to achieve growth forecast. According to him, there are quite a handful of innovative value added services like the Remote mobile phone book back up, by SaveMyContacts, Vehicle tracking systems, ring tone downloads and the highly successful caller Tunes. Caller Tunes has demonstrated that subscribers are ready to adopt a service that offers them an option of personalization. Mobile users always want to carry forward their individuality to their mobile phones.
While the informational and Mobile Commerce are really struggling in the mobile VAS market in Nigeria, entertainment value added services seems to be more popular because they are designed for mass appeal and leisure time usage while mobile commerce is popular in Banking industry but with few users. Simple reason is that subscribers have not just seen or perceived a compelling reason to engage the mCommerce and others. British Broadcasting Corporation reported that Nigerians are leading visitors to its site worldwide with 61% and distantly followed by South Africa at 19%.This is a classic example of usage due to compelling reason.
In other parts of the world, sport and adult contents are the chief revenue earners in the mobile value added service industry. Entertainment VAS seems to be the leading service that is driving the VAS market in Nigeria, this is because entertainment based VAS drive the market both value and volume terms.
As telecommunications sector is bracing up to implementation Number Portability, value added services stand as a major focus and driver of competition for forward looking operators to survive.
 


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Global Telco, Pay-TV Spend Up 2.4 Percent in 2024-  IDC

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Global spending on telecommunications and pay-TV services will reach $1,544 billion in 2024, representing an increase of 2.4 per cent year-on-year, according to the Worldwide Semiannual Telecom Services Tracker published by International Data Corporation (IDC).

Global Telco, Pay-TV Spend Up 2.4 Percent in 2024-  IDC

The latest prediction is 1.0 percentage points higher than the version published in the May edition of IDC’s Tracker.

If that forecast becomes reality, the above-mentioned annual growth rate would be the highest recorded in the last twelve years.

The above-average positive revisions of the forecast apply to the regions of the Middle East and Africa (MEA) and Latin America.

This is mainly a consequence of hyperinflation in countries such as Turkey, Egypt, Nigeria and Argentina, in which it has become usual to see average revenue per user (ARPU) figures growing by more than 50 per cent on a yearly basis.

Conversely, the outlook for the markets of Europe and Asia Pacific has been slightly downgraded, mainly due to the deteriorating economic climate in key countries such as Germany and China.

The expectations for the North America have not changed much between the two tracker updates, apart from a minor positive revision in Canada’s market.

The analysis by type of telecom services confirms that the well-known trends persist despite the changes in top-line forecasts.

Mobile remains the largest segment, driven by the growth in mobile data usage and M2M applications, which is offsetting declines in spending on mobile voice and messaging services.

The fixed data services segment will continue growing, driven by the need for higher bandwidth. Spending on fixed voice services will be dropping over the forecast period as the rapidly declining TDM voice revenues are not being offset by the increase in IP voice.

The traditional pay-TV market will decline slightly over the forecast period due to the growing popularity of VoD and OTT, but these services will remain an important part of the multi-play offerings of telecom providers across the world.

The global connectivity services market is expected to maintain a positive outlook over the next five years, with a compound annual growth rate (CAGR) of 2 per cent.

The overall economic climate is expected to improve as the key central banks in the US and Europe will continue decreasing their reference interest rates.

Inflation will continue declining, which will have a positive impact on the purchasing power of the population.

The negative elements of the forecasting puzzle will include saturation of the telecom services markets in major countries, as well as the unstable political situation in some regions, particularly Eastern Europe and the Middle East.

Additional risks are related to the potential shifts of economic policies related to the new US government that might lead to the rebirth of protectionism.

IDC’s latest forecast is more optimistic than its previous one. However, even in this scenario, the growth of the connectivity services market is expected to remain sluggish, prompting operators to seek additional revenue streams.

“There are quite a few promising areas in which operators could expect solid returns. These include fibre optics, IoT, UCaaS, SD-WAN, digital services, LEO satellite services, cloud services, IT security services, network APIs and network sharing, and 5G-advanced,” commented Kresimir Alic, research director with Worldwide Telecom Services at IDC.

“These companies should also increase the pace of digitalisation and software-isation of their business processes, create new go-to-market strategies based on data and intelligence, and deploy innovative business models based on telco-as-a-platform and co-creation within ecosystems.

“Essentially, telecom operators should aim for a complete transformation — from traditional commodity service providers to modern, full-stack technology suppliers. This transformation should position them as leaders in the digital transformation revolution, potentially securing a central role in the new digitalised world,” Alic concluded.


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MTN Plans Satellite-Internet Rollout

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MTN, Africa’s biggest mobile operator, is exploring partnerships with low-Earth-orbit satellite providers to bring internet connection to rural and remote customers in particular, according to Ralph Mupita, CEO of the group.

MTN Plans Satellite-Internet Rollout

LEO satellites provide high-speed internet even in areas where terrestrial telecommunications infrastructure such as fibre and mobile broadband is difficult and expensive to deploy.

“To keep customers and businesses connected at all times, we’re going to have to embrace satellite as an additional technology form,” Mupita stated.

He said South Africa-based MTN was carrying out proof of concepts with several LEO satellite operators for possible partnerships.

“We are exploring several, and actually some of them we’re happy to be resellers through our enterprise business to some of our customers in specific countries,” Mupita said.

Reuters reported that MTN is not alone in seeking out partnership agreements. Smaller rival Cell C is doing the same.

South Africa’s biggest operator, Vodacom, majority owned by Britain’s Vodafone, announced a partnership with Amazon’s Project Kuiper LEO satellite last year.

“We’re very aware of the challenges of having to compete as a fixed and wireless operator with LEO satellites over time, so we’re arranging ourselves to be able to sure-proof our businesses in our key markets,” Mupita said.

Starlink operates in several African countries but has faced regulatory challenges in others, including South Africa, and resistance from state telecoms companies.

 


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UNDP and Anambra State Foster Innovation with New Marketplace

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In the lead up to Anambra Innovation Week 2024, in a landmark collaboration poised to position Anambra State as Africa’s Silicon Valley, the United Nations Development Programme (UNDP) has partnered with the Anambra State Government through the Solution Innovation District (SID) to establish a cutting-edge Makerspace.

L-r: Ms. Elsie G Attafuah, United Nations Development Programme Resident Representative in Nigeria; Professor Charles Chukwuma Soludo,CFR; Chinwe Okoli, Special Adviser to Governor Soludo on Innovation and Business Incubation, and Christian Udechukwu, Commissioner for Industry, Anambra State, at the foundation laying ceremony for Anambra Innovation Marketplace.

This event was officiated by the Governor of Anambra State, Professor Charles Chukwuma Soludo, CFR and the United Nations Development Programme Resident Representative in Nigeria, Ms. Elsie G Attafuah.

This initiative aligns with Governor Charles Chukwuma Soludo’s visionary agenda of “Everything Technology, Technology Everywhere” and aims to empower youth, drive innovation, and foster economic growth across the state.

The Makerspace in Awka is designed to democratize access to entrepreneurship and technological innovation. It will create pathways for improved livelihoods by providing young people with the resources, skills, and collaborative environments to bring their ideas to life.

The Anambra Makerspace, strategically located in Awka, will prioritize inclusivity, with special programs tailored for young women, persons with disabilities, individuals with low literacy skills, and youth in underserved areas.

Speaking during the launch of the Makerspace, His Excellency Professor Chukwuma Charles Soludo, the Executive Governor of Anambra State stated that, This Makerspace will unlock new opportunities, drive economic growth, and empower local talent. Through collaborative partnerships such as the UNDP, we will pave the way for innovation.

I believe that technology is the bridge to a prosperous future, and we are immensely delighted to embark on this journey with UNDP. Our long-term vision is to raise a powerful Anambra Digital Tribe who will drive economic transformation through innovation, position Anambra as Africa’s Silicon Valley and make a significant impact on the global stage.

The value of Anambra’s Makerspace’s in entrepreneurship development is multifaceted.

The Makerspace will provide young entrepreneurs with the tools and resources needed to turn ideas into tangible prototypes, facilitating the testing and refinement of products. Breaking barriers to innovation, the space enables entrepreneurs to experiment and iterate without significant upfront costs. Thus, entrepreneurs are equipped with the resources to ignite ideas, permitting prototyping, testing and refinement of products.

What’s more, the Makerspace is forward-looking and promotes technological know-how through offering trainings and workshops, enabling skill refinement and keeping entrepreneurs abreast with emerging technologies.

In her remarks, Ms. Elsie G. Attafuah, UNDP Resident Representative expressed that the groundbreaking ceremony was “A landmark for young entrepreneurs, artisans, and innovators of the state and region at large.” Furthermore, she reflected on the significance of Nigeria’s youthful population, expressing that its talented youth are an invaluable asset and “The ability to create and innovate locally is not just a matter of choice; it is essential for economic resilience and growth.” Ms. Attafuah acknowledged the support of the Anambra state government and private sector partners, dedicated to ensuring the Makerspace remains sustainable, accessible, and impactful.

She extended gratitude to the Mastercard Foundation for its support in the establishment of the Makerspaces. Redefining entrepreneurship, Ms. Attafuah stated that, “The Makerspace puts young women, persons with disabilities, persons with low literacy skills and those living in non-urban areas at the forefront, for economic growth synonymous with social progress – leaving no one behind.”

The Makerspace is a launchpad for ideas that address real-state challenges extending to wider challenges of the nation. As such this space will bridge the gap between education and employability, enhancing the quality of life for all who live in Anambra and Nigeria. Empowering communities and preserving Nigeria’s rich culture, the space blends art, technology, and local craftsmanship, igniting creative capabilities in the region.

The Special Adviser to Governor Soludo on Innovation and Business Incubation, Chinwe Okoli, expressed enthusiasm for the partnership:

“We are immensely delighted to have UNDP support Mr. Governor’s vision for the Solution Innovation District as we continue to build the Anambra Innovation Ecosystem. The Solution Innovation District is designed to attract opportunities like this from leading institutions, further cementing Anambra’s position as a hub for innovation and creativity.”

She highlighted the Makerspace’s cutting-edge features, stating, “The facility will be equipped for robotics, textiles, and electronics, with dedicated sections for design, prototyping, and advanced technological experimentation.

“It will also include collaborative zones for brainstorming, ideation, and project pitching. Importantly, the Makerspace will integrate designs that celebrate Anambra’s rich heritage while meeting global standards.”

The project stems from the UNDP-Anambra Stakeholders Meeting on Digital Transformation and Tech Development held in August 2024.

This strategic dialogue highlighted critical gaps in the state’s innovation ecosystem, particularly within tertiary institutions, and laid the foundation for this transformative partnership.

The Makerspace will bridge these gaps by fostering collaboration among academia, industry, and government while serving as a launchpad for the commercialization of groundbreaking ideas.

The Makerspace will incorporate green building materials, energy-efficient systems, and sustainable waste management practices. By involving local youth and artisans in its design, construction, and operations, the project not only nurtures local talent but also reinforces its commitment to environmental stewardship and community ownership.

The Makerspace is a highlight of the upcoming Anambra Innovation Week 2024, scheduled for November 25–29, 2024. This event celebrates the state’s remarkable strides in technology and innovation under the theme “Creating the Future of Africa Now” serving as a premier platform to showcase and celebrate Africa’s dynamic innovation ecosystem.

The Makerspace aligns seamlessly with the vision to position Anambra as a regional leader in technology, entrepreneurship, and creativity. Local firms will lead the remodeling, repurposing, and furnishing of the facility, which is set to become fully operational within six months.


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