As of now it is extremely tedious to upgrade the VAS content on your mobile phone via the Internet. Upgrading your cell phone in an instant is now possible as you shop in a mall, sip your favourite drink, or just walk into a mobile kiosk. With the growing retail wave, VAS providers can wipe off the hassles with GPRS and connectivity.Mobile content providers are tying up with phone stores for setting up the kiosks that allow customers to preview and purchase downloads such as ringtones, themes, wallpapers, games and music videos at prices ranging from Rs 15 to Rs 40.
The kiosks have two components: a digital touch screen, which has a user interface allowing the customers to choose from the list of options and a server which allows the transfer simply through Bluetooth, data cable or memory cards.
It seems like a smart strategy, because it is contextual – consumers visit retail infrastructure areas with a mindset to spend so they would be willing to pay for VAS.
Hungama Mobile CEO Neeraj Roy says “Less than 20% of mobile subscribers in India use GPRS and about 65% have cell phones that support rich content.”
Using kiosks also enables VAS providers to have attendants who can help consumers if they are stuck. This reduces the intimidating nature of VAS content for most average subscribers.
This can expand VAS beyond the cities and expectations are that VAS revenues from Rural areas will be at 10%.