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VAS is dead. Long live VAS.

From accounting for over a fifth of the telecom industry’s revenues, value-added services are now a desperate customer-retention tool. But all is not lost.
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rishitejpal
6 Dec 2018 7 Mins Read 1 comments
You could call this part of the story “things only a ’90s kid will understand”. Cricket scores. Jokes. Astro predictions. And ring tones, oh those ringtones. A whole Narnia hidden behind gawky screens posthumously named “feature phones”. You may not miss the fantasy anymore. But for telecom companies, the loss of your mobile-phone innocence cuts deep. Value-added services
becoming content providers themselves. In one of our previous pieces, we analysed how Jio built a comprehensive digital-service strategy and captured this opportunity in a big way. You don’t need astro predictions to know what the incumbents have in store if they don’t catch up fast. ( Graphics by Sadhana Saxena and Abdul Shafiq)
You could call this part of the story “things only a ’90s kid will understand”. Cricket scores. Jokes. Astro predictions. And ring tones, oh those ringtones. A whole Narnia hidden behind gawky screens posthumously named “feature phones”. You may not miss the fantasy anymore. But for telecom companies, the loss of your mobile-phone innocence cuts deep. Value-added services becoming content providers themselves. In one of our previous pieces, we analysed how Jio built a comprehensive digital-service strategy and captured this opportunity in a big way. You don’t need astro predictions to know what the incumbents have in store if they don’t catch up fast. ( Graphics by Sadhana Saxena and Abdul Shafiq)

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