The Future of Mobile Value-Added Services

Value Added Services – In the telecom industry, competition comes not only from other mobile network operators but also from “new frenemies” like OTT (over-the-top) players. Services like Netflix, Hulu, VoIP providers like Skype, What’s App and walled digital content gardens have excellent application stores for streaming services. With these services, subscribers can stream video/audio at almost zero cost.


Telcos & Declining Revenues

Telcos face flat growth due to market maturity, demand saturation, commoditisation of connectivity services and advanced mobile devices. To counter attack these business challenges, telecom companies in all markets must beyond VAS (value-added services). This will not only bring differentiation for them but will also attract new customers and boost margins & ARPU (average revenue per user).

AI-based software helping to solve distribution channel challenges. With such software, after feeding data to them they can help to improve customer visibility, behaviour, patterns and controls. For financial transaction over the POS, it even helps to stop fraudulent transaction in an automatic manner. Machine learning capabilities turning mobile operators massive issues like sales and service distributions.


From a pure business perspective, a mobile value-added service is an extra service for which subscribers pay extra. Content-based services are on rising example educational content for school & university books at very low-cost and various tips for health, Information technology, Day-to-day life, Astrology, Managing Relations, Business, Financial Advise etc and many more.


Contents related challenges

Challenge for content providers is to make sure contents are market & location specific and per subscriber profile otherwise, it would be a nuisance for the subscriber. As interest in video entertainment has grown, so will the desire for high quality of experience, or QoE, especially if a viewer is paying a premium for it or it is accompanied by advertising, since the advertiser wants to make the best impression possible.

Study from google search shows, One example provided in the webinar is Orange France’s partnership with streaming music service Deezer. The partnership boosted Deezer’s French subscriber base from 25,000 to over 1.2 million.


Orange brings its audience, billing, and data analytics to the table, and reaps the benefits of a more compelling sales offering and increased data usage among subscribers. Machine learning algorithms were deployed to boost more sales and deliver taste specific contents.


Points to Note:

All credits if any remains on the original contributor only. We have covered some high-level engagement on Blockchain and Artificial Intelligence in this post. In next coming, blog posts will talk about each one these emerging bundles in details.


Books and Reference Material

  • This article has a contribution from Sheetal as part of this post comes from her post from last year in LinkedIn. This was originally written by Sheetal Sharma (“Content-based value-added services for mobile customers”).
  • Research through open internet, news portals, white papers and imparted knowledge via live conferences & lectures.
  • Lab and hands-on experience of  @AILabPage (Self-taught learners group) members.


Feedback & Further Question

Do you have any questions about Telecoms, AI, Deep Learning or Machine Learning? Leave a comment or ask your question via email. Will try my best to answer it.


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