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Objective:
Importance of VAS:
BhartiTele
Hungama
IVR / 15% 30 m Rs 20 Rs 3 Rs 60 cr Rs 10 cr Rs 125 cr OnMobile
Voice
Portal One97
Cellebrum
Downloa 10% 25 m Rs 10 Re 1 Rs 25 cr Rs 6 cr Rs 75 cr Hungama
ds
(Rington
es,
Wallpap
ers,
Games)
SMS 5% 15 m Rs 20 Re 1 Rs 30 cr Rs 6 cr Rs 75 cr One97
Subs.
P2A 15% 30 m Rs 6 Re 1 Rs 30 cr Rs 6 cr Rs 75 cr IndiaTimes
SMS
Misc Re 1 Rs 50 cr Rs 5 cr Rs 50 cr
TOTAL 250 m Rs 12.50 Rs 360 cr Rs 63 cr Rs 750 cr
(ex-P2P
SMS)
Points to note:
• P2P SMS Penetration is about 35-40%, while VAS Penetration is at best 25-30% of
all users
• SMS in all its forms (P2P, P2A, Subscriptions, A2P) is the biggest revenue
generator after voice
• Music (as part of a broader Entertainment category) is the bedrock of the VAS
Industry accounting for over 50% of non-Voice/SMS revenues (CRBT, Ringtones)
• Voice Portals are the other big revenue generator, as they are the gateway to a
wide variety of content
Actual application:
Visits India
Roaming
Nw
In the above case, it is not the fault of the subscriber or the operator
as we have different numbering schemes all over the world. If the
customer is aware and has good technical knowledge, he may modify his
US contact numbers into international format and dial whenever he roams
outside. But this cannot be expected from all roamers. At this stage, the
operator can assist the subscriber in possible completion of all calls
dialled.
Possible Solution:
Visits India
Roaming Nw + Spl
node
How it is implemented:
2. When it finds any LU request from subscribers other than the MCC-
MNC of the HPLMN, it starts the transaction.
3. As mentioned earlier that the node acts as HLR at this step. After
the successful LU of the in roamer with his home network, the node
sends an ISD (InsertSubscriberdata) message towards the MSC/VLR
that currently has the subscriber. This message is similar to the ISD
that is sent by the actual HLR of the subscriber towards the
MSC/VLR from which the subscriber initiates LU request. Based on
pre-paid or post-paid subscribers, two approaches are made,
4. Now let us peep into sample call flow. The serving node also has a
global database of short codes, numbering plans and important
contact numbers of all the mobile networks in the world. This DB is
updated from time to time for maximum service.
6. With support from the service node, the call is routed to this
intelligent node.
7. The node then analyses the dialled number along with the
subscriber numbering plan. Based on the subscriber’s network, it
performs several changes in dialled number.
Normal LU procedure
VLR Home
IN Box
MSC HLR
VLR Home
MSC HLR
IN Box
5. The SMSC should be configured with the node with SMTP for
transactions.
VLR
MSC IN Box
Initial – no O-CSI
VLR
MSC IN Box
Initial – O-CSI of home operator (+619xxxxxxx)
VLR
dials 1234 MSC Final call routed to actual
number
1234
IN Box/DB
Ramanathan Sundaram
xpotentialram@gmail.com
http://www.scribd.com/kalaarangan