Industry Mutation :: Media, Telecom, IT and Many others

Micro-blog changing the reading habit. Difficult to read more than 500-700 words in a go?
I believe soon Telecom Industry will go through whirlpool of change? The way we look at the traditional telecom industry may not exist in near future.

Technology evolving in mobile direction for everything. Relevance of Mobile, tablet, laptop or desktop is already blurring.. Oho! I must not forget the TV. Largest screen at home.. Now we are talking about different smart screens used for different purpose at different time.

Are we going to see such fusion in Telecom industry per say. Are we heading to the future where if permitted, media mogul buying an teleocm company Or Telecom giant gulping an IT company?
Advertising agency / Media aggregators taking strategic stake in Telecom companies.
Shall we see Banks/ e-retailers/ OS developers taking pole position for all of the above fusions in different hues or shapes.. If not exact this way but long term strategic alliances / standard operating procedures will be defined sooner or latter..

If not this, do not see how future mobile technological advances/ 5G or any G could get capex investment from... Selling a pipe alone will certainly unable to support this regular technology upgrades on regular frequency.

It has to get shared among the beneficiaries and for this certain industry fusion (mutation) is going to happen. I will be betting it will happen for good. Time will tell how good and when in near future?

Do drop your comments/view on this thoughts.

Shorter becomes Shorter :: Product Planning

It will be micro-blog may be fitting to 3-4 twits. But I think it is very important to remind ourselves, in all rush to live by quarterly revenue and driven by quarterly profits. We end up in becoming programmed product managers with strong bias for "This works" and "this does not work". This is one dimension and second dimension is "What is to be done to dose the fire" and fire keep on rising here and there.. now and then..

So in short these 2 dimensions of conditioned mind :: Prejudice of what works and Pressure of tomorrow merge into black hole of Time & Space.

Time to progress and Space to think orbit shifting things. This whole concept ends up into forgetting basic principle of accounting for the company "Going Concern".

It is not only Quarter always and not even a year only. In today's fast changing world and technological advances. Need of the hour is not ends up into fire fighting but ensure good enough alarms in place for potential fire erupting and solutions to dose it in time.

Saying easy but doing not practical?

I beg to differ, more and more we engage in fire fighting more and more we lose big picture at product level and may most obvious thing at company level. And our time further starts shrinking. We ends up feeling lesser days in the month, lesser hours in a day and minutes shrinking in hours and seconds running faster than they use to...

How about time and energy spent 70%-20%-10% at least to start with for Short-Mid-Long??? (I believe even FOS, Jr. team do also require S-M-L... Not only Top management...) And ready to hear your comments as usual.

quick view on my digital strategy

Hey, I am suppose to blog on power of 3 but it is going to take some more time. Mean while I thought of putting across things bothering me from couples of weeks as marketing person.

Are we doing too much of digital marketing? Are we facing a challenge of riding on tiger where can not ride also and can not jump off too? what should be my mix?

I am just listing down what is the inventory I must look when I want to make my brand looks great in digital space. Lets see how I put it.

7 points to consider::
1) screen size customer prefer to communicate (mobile, min-tabs tablets, computers, smart TV, etc etc)
2) what category your business falls in B2C, B2B, B2B2C
3) how much strong your product is? Brand affinity and category its place?
4) Is your process institutionalized? documented properly with plan B? critical in time of virulent marketing
(some times things can go wrong, you see!)
5) Are process driven, fully checked for most of the exception handling?
6) Ultimately in which category you want to take your brand (from revenue and profit perspective)
:: price leader, thought leader, aspirational, value for money
7) last but least, how and who is your customers? internal, external, age, demographics, their purpose to own your product

And what you have at your hand to chose from mix and match completely allowed :-)
1) Face book, Google+
2) Google hang out, WhatsApp, twitter
3) Linked in, relevant online forums,
4) email, chat app, skype, IVR, short codes, OBDs, USSD and other direct telco assisted
5) micro portals, Apps, WAP, Kiosks or any other interactive screens- digital display boards
6) Ad-sense, banners, ad-word, Quora, Wiki, blogs, SEO etc..

Strategy is too much task to decide. and adding to that its dynamic.
Then you get all the help in the world to execute it

Power of 3 :: Microsoft, Google and Apple

One more giant fell in quest of shaping future of digitized, connected and mobile world. Nokia respectfully succumb to the vortex of power struggle for operating system dominance.

Interesting 3 players are left to lead the future. And this F1 race is entering into the last lap. Who had taken pole positions and having advantage? Who will win? Will there any other player emerging from the dark? What are the side effects? What is the future going to look like?

So there is Apple, Google and there is Microsoft. At least so far Late Steve Jobs business model-product vision wise won the 1^st pole position.  All including Google and Microsoft has followed the steps of the Apple. They realized compelling software/OS; need even more supportive hardware. Sound mind needs sound body and sound body needs sound mind to control it. So does Android needs a nexus or Motorola and windows need Nokia.

But then what happened to the other original mobile companies- Black berry and Nokia’s own Symbian? First and foremost reason:: non-creation of sustainable ecosystem. And caught unaware! Cheese has been moved.. They forgot to think it is not just a phone this OS is running but a moving computing device, an ap store, an ultimate connecting device & digital identity which also used for voice calling.

My next couples of blogs will be dedicated to probe product philosophical traits of Android, Windows and iOS further. And therefore how possibly it will shape the future. Pros and Cons of their success.

(Hey this blog is reproduction here,  I had wrote it in featured section of one of the prominent site www.arbitspeculations.com)

This is to re-visit this topic once again in the light of Nokia launching its own android phone.. Very interesting time ahead!

I mistook genuine comments to spam :: Terrorist, Bomb and Tech

Recently someone has hacked my account in a very amateur way. And I lost my cool. When today I received about 20 genuine comments on one of my old post, I deleted all mistaking them as spam. And now I realized I lost gold. :-( Oh! my viewers I beg you to comment again..

hmmm.. anyway even after 5 years nothing changed much. We are again entering into month of August and it is worth reproducing the same post in advance this time...

TBT- Terrorist, Bomb and Technology

 thank you, awaits your comments once again and this time, I promise I will read  coolly:-)

U&R-CLM 2.0 - a blue sky thought

U&R activities are becoming more and more plain vanilla push work. Thanks to designed KRA! -I guess :-)  But in integrated world it is unhealthy trend. User is bombarded with so many notifications over all the screens it uses. Limited creativity or accidental creativity is hampering real purpose.

U&R- CLM (brand activation, utilization, monetization, churn etc etc ) shall have short term and real long term action plan – all measured quarterly!  And company shall have strict communication policy inclusive for all screen size. Easy to say but difficult to implement but worth value in millions (dare to say billions?)  There is nothing like losing an opportunity to connect with the customers especially in today’s world of information super flow.

If customer has given you permission to be part of its mind space, its sanctum-sanctorum. Misuse of this permission is criminal offence!! Informing customer is passé and time is for interactive communication! It is no more “telecom- telecom things”. Once you have captured mind space of the customer – sensibly monetize it by many ways. ‘Granted permission by customer to interact, suggest’ is the only real high growth potential asset you have. Worth spending capex to build that asset and opex to maintain, renovate and keep it relevant always.

Competitive market needs radical solution for orbit shifting. Same thing repeated here and there will produce same results with marginal improvement. Creative output shall be the life and not sporadic influx once in a while. Connected world is very helpful in making it happen. It is possible even with limited resources but must have unlimited spirit. And more importantly stop pushing one shoe fits all strategy – top to bottom. After all Idea is nobody’s monopoly anyway...

After thoughts, some idea provoking keywords : "permission", "right communication channel", "interactivity", "value relationship", "Non-telecom benefits", "long term objectives- beyond FY", "monitize relationship", "not to be evil", "size of screen" , "Individual vs house hold", "relevance" and "No service but experience of offered solution" 

Future of VAS in India

Since so long had feeling of transformation for value added services! VAS is dead? Answer: Yes. But in the form we know it now. There will be transformation. And this will be accelerated now post TDSAT’s ruling about vas subscription in favor of TRAI.

Was it bad for industry? - yes; some of the things are very harsh. But industry as whole should do retrospection about how we reached to this level where stern guidelines been forced. What history goes behind it? Which are the known secretes and so called accepted  norms of vas business? But was it so rampant that TRAI has to deal with it so heavy handedly… Or is someone else lobbying for such stringent guidelines to enter into lucrative Indian vas business…

Personally I found harshest thing and much against vas industry is: post all kind of acceptance also need to get written consent (ok. user initiated sms also do). And stringency does not stop here such consent has to be taken on every renewal.
Let me understand meaning of subscription. News paper ask you to subscribe and continues to deliver until you say thank you. Hence this direction does not fit in with general business convention. Even in telecom, does every time rental renewal been explicitly confirmed by user or he request for churn? At the max  TRAI should have proposed post every 6 month, take fresh mandate on any subscription services from customer. With lighter note, we are democratic nation and people sitting in temple of democracy does take re-mandate only after 5 years.

Over long run directives shall lead in improving QoS in VAS. More enriched services and richer contents to follow to ensure greater ‘pull’ rather than old fashioned ‘push’ business. I do believe mass marketing of vas should have stopped long back for creating better business value. Now with this vas ruling and regulation about commercial communication customer preferences micro-segmentation is the way of life! Then vas shall able to reveal potential beyond direct vas revenue stream and assisting to profile your customer better.

Very interesting to see how non-operator billed vas perform, in the time of inconvenience added with changed regulation and overpowering of high speed wireless data with supporting devices. Will there be level playing field or with current directives confirmed by TRAI will make such application-stores like Google-play more convenient. Thinking cap out… Happy to receive your comments!

Interesting Time Ahead-Even Google will Make Search Irrelevant

Last two blogs we had seen how content and communication industry going through sea changes. There will be soon no more VAS as we may know them today. Further there is fight to get Ultimate primary ownership of customers among Social networking sites like Google, FB and telecom vetrans.

Customer is with service provider for 'connectivity' and eventual ‘connect’. Interesting to observe key decision driver here- Freedom of choice for connectivity experience or priority is primary ‘connect’ option. What am I prioritizing my FB/G+ ‘connect’ on any of Vodafone or Airtel OR I prefer Airtel over Vodafone for my ‘connectivity’ experience along with independence to choose ‘connect’. And then there are other sets of customers decide to go with Apple or Google nexus and whoever provides it best (enhanced way to‘connect’- makes spicy topic for another blog some time...)

Here I am trying to put one simplest aspect; but there are lot of stakeholders within complex environment combating for supremacy and coexistence to rest claim on ultimate primary ownership of customer. They are likes of service providers, social networking companies, ad-aggregators, Govt, media houses, content generator, influencers and aggregators, OEMs, OS-software giants, retailers, education and banking industries.
With this pre-text, I will like to draw your attention to few of these trend-setting business activities happening around the world:-
                  
1. Surge in options for wireless communication devices of  different sizes from 2'' to 10''

2. Great evolution in the space of larger devices like ipad, notebooks, and smart TVs

3. Multifold rise in data traffic anticipated by service provider- exploring options to offload data traffic from active wireless network

4. Lot of activities around wireless data- LTE deployments, Hotspot, Wi-Fi, mini BTS, asymetric up-down links, modify data packet structure, cloud services etc etc

5. S/w guys getting into h/w- Surface by MS.. Google integrating firmly with Motorola

6. Followed by Samsung-lead nexus partner- registering its displeasure and also exploring options to develop relationship around MS OS

7. S/w guys asking OEMs to adopt their OS- Google, MS, Nokia- mainly for wireless devices

8. OEMs creates modified OS to ensure all control does not directly transfer to OS provider

9. Players like Apple integrated end to end for providing experience

These differently looking activities are the part of one grand picture getting painted to make lot many business industries redraw their boundaries of influence/function. Yes! Busy time for lot of strategist to do intense environmental scanning, re-work their Porter model and refresh company’s SWOT and create greater blue ocean around in dynamic environment of connected world...  Excitting!!!

So quickly concluding what it meant at large by connecting these dots -

1. Mobility is must and hence at customer end wireless solution welcomed and limited mobility is optimal

2. Soon its just about what screen size satisfy your dominant need – cross working of functionalities among products-as we may know them today like mobile,notebook,tabs,laptop or smart tv,kiosks,e-displays,multiplex etc..

3. Users and companies will start talking about fulfilling end requirement and least about device, content, services or connectivity- fully integrated end solution driven model.

4. One who will own maximum mind share of customer in this connected world will optimize maximum profit share.

5. And primary owner of customer mind share has to create win-win situation to grow bigger otherwise there lies reverse critical mass.

6. Everybody including Google will try to make 'search' irrelevant. Soon 'search' will be expensive proposition. It is like through great deal of customer profiling RT insights, create AAI to know what customer wants before it gets on googling it actully.

7. Breaking advertising clutter will become increasingly difficult and you will require permission to interact with. Winning customer trust is paramount critical. There is scarcity of 2nd chance in connected world for breach of trust.

But this will not be end for any particular organization except one who remains adamant to maintain status-quo. Strategic direction may require paradigm change. Either You -
I) Have ultimate primary ownership of the customer OR
II) Build compelling features/ services/products/rich and very relevant content or simply create unbeatable economy of scale for the particular business aspect-(FAB) and thus support the one who has ultimate primary ownership. 

Hope I am able to convey my thoughts to you and ready to debate and discuss it further anytime. This is currently my favourite one..
--
Where,
RT = Real Time || AAI = Almost Artificial Intelligence

Two news draw my attention in last couple of days :-
1. Carier billing for google Play
2. Google's nexus strategic move- launching pure android experience with multiple vendors

What is so great! We had seen how Mr. G had disrupted content market, and even given run for their money to Mr. T as well. How Mr. G tried to make so called democratic market place. Now with this background when we combine above two news item. It will start making more sense.

One as of now Mr. G is trying to make peace with Mr. T. Red ocean to blue ocean strategy...
Another trying to bring more homoginization in terms of android experience with every upgrades.

This will try to reduce current concern of monitizing content other than advertisement revenue. These two develompment will put Mr. G in driver's seat in long run. Till the time user habit changes, content can be monitized with billing convenience offered by Mr. T. Ensuring developer community remain engaged with clear cut revenue stream from developing aps/games for android platform.

By ensuring more synch between all OS release, again helping aam zanata (developer community to focus more on content rather than worrying about compatibility) But this may make handset brand redundant?! its iOS or its Android or Mango.. (is this some history lesson for mobile manufacturer-especially Samsung who became number one recently.. remember IBM vs. Microsoft..)

Anyway, in recent fututre there is minimum harm to public in general as long as Mr. G is driuving the show and slowly minimzing role of any other organization. But will it remain democratic once significant manipulative power concentrate in single hand or will it become window dressing of democratic market place.

This compromises from Mr. G, may be next level of disruption. But this give one fantastic opportunity for great ap developer to find some partner who have both brick and mortar model, have distribution and billing, collection network. A partner who has off and on presence both.
There is market for great, serious aps developer who does not want to serve any free lunch, shall also explore this option.

Let us discuss it further some time in detail..

Disruption of VAS business model with 3G environment

I was thinking what are the basic economical drivers of the VAS business.

Let us take the example of full song download (FSD) or some video download. For a while let us broadly freeze on 4 as main types of stakeholders driving it.

Look at it as either individual or the group falling in that category:-

(I)    Content creators- the one who or whose skills singing/ instrument playing/acting / directing or combination get consumed.

(II)   One those who like these creativity means- us, customers let us call it as people

(III)  First buyer of creativity -producer who bets on economics of human talent, charts business plan, engage all resources in anticipation of future gain

(IV)  Last but not least, there is a talent, there is group appreciating talent and there is producer ready to finance the talent for the sake of business. What's missing-a group which is entire distribution chain

 Now look from people perspective: People pays for content creator’s royalty or say pure cost of talent, then Producer’s margin or its ROI for the risk taken (and let me tell you it is very risky business and hence higher the margins), and some more towards interest to be paid for finance arranged & the high lifestyle he/she wants to maintain. Then some amount further added towards distribution chain, as they want return for their hard efforts  to conveniently make content available for you, also there may be charges for investment made in real estate- location where you want to consume, experience provided or purely for delivering it to your door steps through various mechanism and some amount also needs to be paid for actual material or manpower utilized.

So equation becomes: You Pay = f (C+P+D). Where C= for content creator, P = Producer group, D= distribution chain. Typically it is, C << P;  P = max (revenue share); D’s ( % margin) > P’s (% margin)

 

So now here comes Mr. Telecom, who says I will give you direct distribution channel and hassle free single point of collection and limited need to address logistic challenges. And Mr. People also started changing their consumption habit. All agree and market to Mr. People that consuming FSD through mobile/computer is a better idea! Then to make it happen you require some IT development and support. Even after that economics works out and VAS prospered so far.  Since Mr. T (telecom) is replacing Mr. D (Distribution chain++) from the equation wants to retain higher %  revenue share. So far so good and nothing is significantly disruptive. Right!? Now equation becomes:

You Pay = f (C+P+T) where T= Mr. Telecom partially replacing other distribution chain and retaining good margin for that hassle free convenience brought, supporting infra built, spectrum fee paid. ;-)

 Now there comes the disruptive event, extreme disruption through Internet world. Let us call it with beautiful adjective-democratization of business model- and it is represented by Mr. Google Facebook Linkedin also known as Mr. Twits (or for ease we will call it Mr. G). Now give hard look to the situation. Its drastically changed, so does our equation.

You Pay = f(C+c+ G) where ‘c ’ indicates possibilities of replacing all big producers with optimal efforts by content creator itself. 

Its bringing supply to demand by cutting all physical layers and trying to migrate all possible layers to virtual. So supporting content creator right from advertising till monetizing through very large economy of scale build by Mr. G.  Now content owner can almost reach directly with minimal efforts to the appreciator of their content. And not to say, it will have global scope.

That is where Mr. G plays very disruptive, making all business environment hostile. Ensuring all those who happens to be at wrong side of the vision driven by Mr. G, needs to go back to their board room and chalk out new environmental scan, apply porter’s 5 force model and rework SWOT analysis for their organization.

There are some more interesting insights and perspective about all this democratization of business model, will continue this some other time. Have a great time.

Awaits your feedback, most precious thing for me…

The Core: Customer Lost, Revenue Churn, U&R, Employee First

We are hearing too many things and too many experiments to ensure viable profitable telecommunication business in one of the most competitive environment here in India. Few even compare current regulatory fiasco with 2G scam can led this industry to the fate similar to Indian aviation industry... I have no opinion on this and if at all I have one, its biased :-)

Services are key differentiators, lower tariff, Csat, VAS, Data services, Analytics, Micro-segmentations, 3G-4G evolution etc... I agree to all of the above as enablers for profitable growth provided they ensure all their solutions, product and efforts are focused or revolving around or strengthening some of the essential basics.

what we want is 4 simple thing certainly for my customer to stay profitably on my network for longer & longer time  in such uncertain environment:
1) Comfort
2) Convenience
3) Expect, Pay more, Demand more; And
4) Become Referral for my business growth

1) Comfort : Feel at comfortable to my services and interacting with me
2) Convenience : Feel at home, ease, or say Ok kind of thing to use without much fuss
3) Expect, Pay & demand more : For that get used to, raise the bar of its expectation, feel like paying more and demanding more ever
4) Become referral : Be my brand ambassador, personify my services and proliferate among its peer group
 ----
I am sure you will agree to this core,  if not let us discuss.

4G – LTE Advance or Wimax Ecosystem

We had discussed part of the ecosystem- far reaching, direct understandable, customer requirement point of view which can be directly converted into revenue generating demand.

But there are many bigger drivers required to enrich this 4G ecosystem. If you are only customer of this 4G world then just to know it is enough, rest all may have to ponder lot many thoughts and put your business decisions to support it. Let us see some of the key drivers-enablers and hence essential part of 4G ecosystem.

1)      Spectrum:  Digital dividend band of @ 700MHz~800Mhz and other bands 900Mhz, 1900Mhz, 1GHz above(but cost of raising towers will increase with this)

Scarce and but still inefficiently used in India or so to say not futuristically planned so far.  Current scenario in over populous country like ours, spectrum remains scars even to provide enhanced quality voice services in many areas. Intense competition kept occupied some spectrums. Hopefully business economy itself will drive efficient usage habit. (Towards lighter note, as an Indian consumer by nature talkative- we do also contribute to this scarcity.) Rest spectrums been still be in use or critical for very essential stakeholders- Defence, ISRO, Space programme, other security and government agencies. Their claims cannot be just ignored and future proof and safer solutions need to be handed over before they vacate commercially useful spectrum. It goes without saying somebody has to do it and somebody has to reimburse the bill J

2)      Was IPv4 enough if everything goes IP?

IPv6 adoption is required sooner or later. Anticipated scenario of every electronic gadget used for infotainment delivery or consumption will require its own address. Some goes to the extend and expand IP address need to your Freeze, AC, Cars and so on.. Whatever the scenario acceleration for adoption of IPv6 will be the need of the -if not the hour then couples of years only for sure.

The only saving grace here is already POC are running with some of the leading telecom, IT and educational institutes like IITs and IISc. And there is expected plan of converting all government web-sites IPv6 compatible.  Lot of activities like flesh of IPv4 over skeleton of IPv6 to ensure continuity etc etc been worked out or under advance stage of completing.

But the fact remains need for IPv6 to ensure expected QoS with 4G.

3)      Policy Decisions

This will be the single most critical for ensuring right turn for the future of technology and telecommunication industry in India. Many thing starting from spectrum, how to ensure and monitory QoS, network architectures like femto, pico to other end how to ensure seamless connectivity with 2G/3G, making voice compulsory or optional for 4G operator, reserve price.

 How to be technology agnostic, but can it be geography agnostic? If yes, then how can it ensure rural penetration of internet and ensure to narrow digital divide- to be addressed.

Finer balance to be made for optimal use of spectrum, commercial demand for business efficiency w.r.t technology and network management- (block of minimum 40MHz spectrum etc), and tune it with the constraint of scarcity of spectrum availability and level of competition to be maintained to avoid customer exploitation and business viability.

 If this not enough then first time policy is getting prepared for almost oven fresh technology which is still in nascent stage and rapidly evolving, making it even fewer examples/ models available to study, learn, get inspired or simply emulate.

These are just some of the exemplary issues which policy makers need to address under the huge botheration of 2G scam  and politically explosive matters like favouritism closure to Lokasabha election year maximum 2014.  

4)      Handset or Devices and user end equipments

This is my favourite topic and will like to reserve one for some other time.

This driver will not be just driven with happenings in India but greatly influenced by mighty of Google, Apple and the technological leaders envisaging this aspect and how it is fitting with global canvas -especially first part- handset/ Devices. It may change all together how we look at it right now. Yes, one additional factor for Indian perspective for the adoption of newer technology with rapid late some one individually or collectively need to subsidize the cost and reduce entry barrier in parlances of cost of voice communication at the rate of post card or handset availability @ Rs. 500/- with Monsoon Hungama. How to create Indica of this 4G tech at least as far pricing is considered... J 

Reliance Digital Retail Launches Privatelable Appliances before 4G Launch

Reliance Digital had launched private label RECONNECT for home appliances. This launch it appropriately placed just before its 4G launch by some other subsidiary of RIL. I feel connection. Note the point home appliances does not include refrigerators, washing machine like normal stuff at list in current phase-I. Interestingly other than digital entertainment all other products are very petty like iron, some mixi, torch, dryer etc (mostly <5,000 bucks). Big ticket items are sound systems, TV etc.. All about home digital entertainment. And to be branding name appears to be very suggestive and futuristic.
Why laptops, Tabs etc are kept out? Or is it deliberately kept out not to make things very obvious and will launched very very soon...

Oops! too much of speculation from my side. I really do not know but what I think I am penning it down.
If it happens to be a ounce true,  my admiration for the man with digital vision for India and his team will increase by 4G times :-) It will be some thing unique for the world. If it succeed and I strongly believe it will succeed. Lot many organization from different industries will need to go back to the drawing board and re-draw their Michael Porter's 5 Force Model once again becoz of this man from RIL ad his team in charge. These organization will be anywhere from retail, entertainment industry, content providers, digital & electronics appliances makers, social networking and search engine of the world as well...and Telecom Industry too. Did I mention the way advertising could happen may also get affected...
Power to control 3or4 screen of the life can bring the sea change and dethrone content from its Kingship. And Distribution can be King with content as its beautiful Queen. Content can be downloaded, side loaded, free/ partially paid or premium based on- from which screen you are using it or simply streamed on demand..

I believe 4G market is expanded much beyond living beings as customer even before launch.. (Wow1)..
A solution for town / public place security.. motion sensors..cams.. etc etc networked and transferring TBs of data.. (Wow2)
 and a small 4G chip in your digital entertainment appliances (Wow3).
There could be business case where you get digital appliances at dirt chip rate, you pay installment in terms of small charges over good long time for the content you surf/ view/download.. win-win for all (Wow4) Anyway, you do not need to make some one look like loosing for you to win..So its possible..
All these things are beyond regular 4G market of your enterprise business, cloud computing, laptops, tabs etc etc.. (Wow5)..

O God! Can not wait to see it becomes true.. Pls make it happen today? If not, its coming tomorrow. Need to see how market reacts. Suddenly will realize it is far from over for telecom as soon as we change the perspective. Now all that can get connected to Internet and need speed can contribute to a new business. Lotmany fusions and conversions will be in offering.

My take is even if this becomes open secrete, nothing is going to change as in current position by virtue of RIL's presence in business verticals, others will find it difficult to compete in mid-term.

If you have doubt about these speculation, just read it as some science fiction and forget it... In rarest case if it really does not happen, I will be saddened but at least I am happy could able to blog some science fiction.. which will be true some time latter..

UCC- NDNC to the customer friendly policies of NCPRF: Impact on U&R

Let us seekey features of this regulation:


• Communication window : 9AM to 9PM exception : transactional/ contractual communication

• Customer can subscribe to fully block or opt for partial blocking of UCC (unsolicited commercial calls)

• UCC been divided for this purpose into 1. financial 2. real estate 3. education 4. health 5. white / FMCG goods & auto 6. communication/ broadcasting/ entertainment/ IT 7. Tourism & leisure

• Toll free registration process through voice call or SMS on short digit 1909

• Within 7 days shall update to National Customer Preference Registration Facility (NCPRF)

• All SMS will receive with prefix XY-RZZZZZ

• (X: service provider & Y: service area, R: preference & ZZZZZ: Unique identification code allotted to telemarketer)

• All calls will receive with special numbering plan allotted under 140 series

• Hefty penalties for telemarketer upto Rs. 2.5 lac on 6th offence and blacklisting for the next 2 yrs

• Mandatory for every telemarketer to register with TRAI before receiving any telecommunication resources from service provider. And keep transactional communication resource separate from UCC

• Setting up customer complaint registration facility with toll free 1909

• No incoming facility on the resources used for UCC

• Maximum 100 SMS/day from any of the SIM irrespective of packs or services offered



It appears to be the great obstacle for all of us involved into CLM, promotions and U&R activities. But if we look closely it is just what we need for better customer lifecycle management. SMS and OBDs are just not the things to abuse as much as we can because it is dirt cheap. It is simply great thing and we have to just align ourselves to the changed rules and get maximum out of this. There are couple of things which we need to do. If you are interested let us discuss. Looking to get more comments from you all. Sharing the understanding make it robust universal knowledge bank.

Brief history of UCC and the customer friendly policies: series1

The background for UCC-Unsolicited Commercial Communication goes way back into year 2006. This is the year when TRAI has recognized problem of UCC. First time consultation paper to address UCC been published in the month of Nov-06. Multiple options been provided but most optimal and widely accepted option was to create National Do not Call (NDNC) Registry. And finally, Telecom Unsolicited Commercial Communication Regulation was born on 5th June-2007 and became legally binding.

In most of the aspect this regulation was based on the Canadian regulation and experience. It was the important first step towards the robust UCC laws expected to come in the future, but miles to go before that. In current state of the Regulation was simply basic and there were hardly any penalties. (max up to Rs. 500/- for noncompliance to the Telemarketer). And there were no provision for disincentive for the service provider at that time. Also there was no mention about QoS-complaint resolution time lines etc.
By the end of 2007, mid October NDNC registry been developed by NIC. And NIC was also expected to maintain it in the future. DoT has made mandatory for every telemarketer to register themselves with DoT. RBI also agreed to force all banks and financial institutes to appoint only DoT registered and approved telemarketers for any activities/ or as their DSAs.
Within a year of operation, 8.3 mil customers got registered with NDNC registry. TRAI also started tightening the loose end by Mar-2008. It was made then mandatory to put an option upfront in CAF for the new customer if he/she wishes to apply for NDNC. TRAI has started putting some customer education advertisements. RBI has also made it mandatory for bankers to employ only duely registered telemarketer. TRAI had asked service providers to provide 1909 toll free number for the existing customers to register for NDNC. Penalty tariff been revised up to Rs. 1,000/- and provision been introduced to disconnect telecom resources provided to frequent violators (telemarketers). Even there was introduction of financial disincentives for service providers starting from Rs. 5,000/- up to Rs. 20,000/-. And still there was one of the cirtical but most abused regulation guideline, largely violated and most of the times abused; that provision of the regulation is: mandatory declaration during any of the UCC (voice call or text) that it is commercial communication and if customer do not wish to receive such calls in future, he/she may contact the service provider…  .
Regulator did not stop here, in the month of Oct-2008, TRAI had given clear cut guidance about timely resolution of the complaints more welcome move in favour of consumers. Then decided time line was not more than 28 days to resolve any sort of complaints and followed with verifiable action taken report.

By one of the estimate there were approximately 10bil calls made which can be categorized as UCC. With these introduction there were significant curb came on voice UCC. But transaction through SMS has been increased. 1,700+ telemarketer has registered with DoT.

By the end of the yr-2008, TRAI has come long way by proposing to introduce National Customer Preference Registration Facility (NCPRF). Again NIC suppose to develop it. Laws had very stringent for UCC and financial disincentives in terms of significant penalties and plus always looming threat for 2 year straight blacklisting. This things obviously had lot of roadblock before getting to see light of the day- in terms of service provider least interested in introducing this, their major bulk business customers- telemarketer also had commercial interest against the rule. So nobody was in hurry of making this regulation as fact of the life. But customer does have big stake- Peace of mind. TRAI had came forcefully. DoT had also taken their own good time to release the required numbering series for the telemarketer but they did it finally. Regulation was tried to be put in place in bits-and-pieces. By the end of 2010, THE TELECOM COMMERCIAL COMMUNICATIONS CUSTOMER PREFERENCE REGULATIONS been proposed. We are yet to se the implementation of this regulation in totality. Finally in 2011, DoT has released the required numbering series '140 'completely (for Mobile and fix both)- critical point in implementing this regulation .

So let us speculate what will be the life post 27th Sep-2011 – the date as of now considered to be the dead line for full implementation of the telecom commercial communications customer preference regulation.

The next Generation- 3G and Convergence

Hi, Well could not able tp write in last few days due some professional

and personal commitments tied me up a lot.. 

We had debated about need for 3G eco-system couples of month back. As time passing, I am getting strongly convinced that we were quite right then and now as well . In India , everybody bid for 3G spectrum.. Some wisely some less wisely.. but very few were ready with monetizing plan of 3G.

More I interact with teenagers or very young youth professionals, more I tend to believe there is good possibilities of convergence and huge market potential lies there in recent future. Companies should be ready for great flexibilities and negotiation with open mind for sharing revenue among stakeholders.

I want to put my bets for:

1. Complex multiparty alliances
2. Service provider will play pivotal role to bring all on one table
3. but they have to be strategic and open to share more
4. Operator must be ready with application store
5. and build capabilities of complex billing engine
6. Also ensure building blocks for cloud computing infrastructure is in place
7. Need for more accommodative standards
8. Importantly, Content, Apps and SaaS are the kings and will remain so.
9. But making it available with RELEVANCE for the user will be THE KEY.

And here service provider must play pivotal role to remain in competitive in the tomorrow's world of convergence (one of the conversions we had discussed long back). Here comes the need for campaign atomization, and knowledge management of the customer profile like who they are, where they are and what they like...

Happy thinking till then.. Do write back your comments. I will be more than happy to discuss.

Total life time value of the customer and EBITA margin

I strongly believe the more time customer spend on the network, it tends to be more and more profitable. Shares overhead, complaint might reduce, experiment with VAS, cross selling, operaor can explore new avenue of monetizing such loyal customer data base


Therefore increasing his convenience of staying with us should be our primary responsibilities as U&R, marketing person. Increasing his loyalty with service meant increasing his participation for creating better user experience. Let him feel the pride, happiness of co-creating things/services with us.

Imagine why there is Yahoo! Avatar, why there are n number of templates and modular options available in the most of the networking, social networking sites for personalization or customization. This is the journey from craftsmanship to mass production to differentiation/ branding and now to mass customization leading to personalization. This is something where users become addicted to. This is the power of co-creation and therefore increases stickiness like making it inseparable part of your life or lifestyle if I may call so..

This may not increase ARPU at a time or may lead to decrease.. (but this decrease will still be lesser than new aquisition ARPU) but the huge down side (of course positive) is for the cost. Cost will reduce drastically..and hence fully support the objective of healthier EBITA
If I may, Relationship with new customer is like maintaining Girl friend or boy friend.. but higher the AoN, relation tunrs out to be like Indian husband and wife.. love to hate and hate to love but does not  live without each other.. ;)

It is very interesting and softer aspect of U&R, product and marketing. There can be definitive objectives based on cross functional team  participation, chalked out short term to strategic long term actionables. Love to discuss and increase my understanding by sharing your understanding. Let us get in touch for common objectives we share..

EBITA Margine and Revenue Market Share

I was just trying to classify geography of the business into 4 quadrants for different strategic initiatives. We can go deeper to analyze and understand it. Do get in touch , we can discuss further to enhance our understanding.

Next Level of U&R Series II – Single View of customer

We had seen in the previous blog (Next Level of U&R Series I – Household), how interesting the view of customer under the umbrella of Household can become.Now Let us understand how Single view can able to turn the world upside down.

There is me who had taken one ordinary prepaid voice connection from the operator. I may be tagged as low ARPU-not so profitable- voice subscriber for the service provider but I am spending on an average Indian rupees 350 for DTH and around my ARPU is 850~900 for wireless data connection from the same operator. In most likely scenario I am registered and regonised as 3 different customers in the system.

(pic1 : Multiservice_teleco_environment:- Product View)

Now, In the light of this new revealation I become worth Rs. 1,200+ ARPU customer if not subscriber. And If I am unhappy, I may end up churning all of the services eventually, given a chance all together..


There could be different business owners and product managers handling different services used by me. And Me as subscriber may have different priority importance to different business unit owners. But for an entire organization my Single View makes much sense.

(pic2 : Multiservice_teleco_environment:- Single View is Customer Centric)

For me as well as for organization it is going to make lot of sense. Especially becoz:-
1. Today's cut-throat competition to provide best value for money
2. Retain the better loyalty of volatile customers and
3. Pressure on optimizing cost as well
This view should able to bring lot of synergy.  Is there ways to achieve these?
Yes, certainly Effective use of CAN, BAN numbers and many more such tactical and strategic ways to achieve this Single view and Household view of the Customers.


First there is need to come to the conclusion and conviction that these things will add value to the over all organizations fututre growth and attach some value to this (tangible, not so tangible values leading to direct and indirect monitory benefits) If you are interested we can discuss it in depth.


Get in touch on email or on my cell. Love to improve collective understanding about the customer behavior as a product marketing professionals.

Next Level of U&R- Series I - (HOUSEHOLD)

Let us understand how telecom needs to adore HOUSEHOLD concept. Imagine a scenario I am a customer on the network giving reasonable ARPU little less than avg.Individually I may not be giving operator good ARPU to get gold/platinum treatment. But I have 4 connection from the operator as FAMILY HOUSEHOLD.


1. Landline for home,
2. Connection for my wife who shares it with my son
3. Connection for my daughter and
4. Of course I have one connection


(This is hypothetical.. I am not tht old to hv such big family yet :-)
Let me tell you it is very difficult to understand for the operator that 4 services (customers) from the same family being catered. Current scenario is something like below in most of the cases.

Loose Concept of Household

Does telecom operator realize the need? It started.. and even some started acting on it agressively as well. Will there be enough returns vs. efforts required to put these things in place. I guess yes! Study says propensities to keep latched to the services increase if entire family is with same service providers.

With small gratitude and promotion can gain large loyalty from such customers. Fitting individual customer into Household concept can give all together different perspective, segmentation and some additional success into U&R.

Re-Discover Underlying Household Connection

Challenges remain in the way currently customer profile been captured in the system.and will alwasy remain... But there are many practical ways, small campaigns and mechanism  to understand these co- relations, And overcome impossible looking challenges. Need is for lot of determination and conviction..

If interested let us discuss some time. Single person and its understanding is never complete, exchanging thought will improve our understanding on this subject.For contact credential, pls take it from my profile.. And who knows our collective thoughts can lead to new way of life in for VAS and other CLM activites.


In the Next Series will discuss about Single View of Customer. Till then happy reading, thinking..