This article was written by Carene Chia, Regional Head of Mobile VAS
Mobile Value-Added Services (VAS) are at the forefront of enriching user experiences and driving revenue for mobile operators worldwide. These services range from content, including games, music streaming, to utility services like mobile banking, infotainment options, as well as personalized features such as caller ring back tones.
The allure of VAS extends beyond the business sphere, presenting promising opportunities for businesses on various fronts. They serve as potent tools to elevate user experiences by offering additional features and functionalities beyond basic telecommunication services, benefiting the supplier and consumer, alike.
Unlocking Value with Forest Interactive’s VAS Solutions
Forest Interactive specializes in delivering tailored VAS solutions that transcend geographical boundaries, offering a proven business model that ensures profitability across continents. By providing captivating content and interactive experiences, we enhance user engagement and drive data usage within the operator’s digital ecosystem.
Committed to innovation, we continuously adapt to evolving market dynamics, fostering a sustainable business model for operators. Additionally, our features, such as personalized game progression, foster user loyalty and reduce churn rates, strengthening operators’ competitiveness in the telecommunications landscape.
Anticipating Trends and Technologies Shaping the Future of VAS
The future of VAS is poised for a transformation towards greater personalization, convenience, and value. Research indicates that over 80% of consumers prefer personalized experiences, leading to a surge in demand for tailored VAS solutions.
With the proliferation of IoT devices, seamless integration across various platforms and gadgets is becoming increasingly vital, highlighting the importance of convenience in VAS offerings. Consumers are also willing to pay more for VAS that provide tangible benefits, such as improved productivity or enhanced entertainment options.
Emerging technologies like augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are poised to significantly impact VAS soon. AI algorithms can analyze vast amounts of data to understand user preferences, behavior patterns, and context, allowing for highly personalized VAS offerings.
According to industry forecasts, the global market for AR and VR is expected to reach US$40.4bn by 2024, indicating a growing demand for immersive experiences.
Additionally, AI-driven VAS is predicted to grow at a CAGR of 35.2% between 2021 and 2026, driven by advancements in natural language processing and machine learning algorithms. By leveraging these technologies effectively, we can enhance the value proposition of our VAS offerings and stay ahead of the curve in a rapidly evolving market.
Overcoming Challenges and Navigating Regulatory Compliance in VAS Offerings
In the dynamic landscape of VAS offerings, mobile service providers face several primary challenges. When introducing new VAS offerings, navigating regulatory or compliance issues is paramount.
According to an industry report conducted by Legal Drive, more than six in 10 organizations (61%) faced at least one regulatory proceeding last year, which was up 11 percentage points from 2022. Providers are required to navigate complex legal requirements, often seeking guidance from legal experts. We tackle this challenge by meticulously monitoring legal requirements, seeking guidance from legal experts, and ensuring strict adherence to relevant laws and regulations.
Studies, such as one by Salesforce, indicate that 88% of buyers say experience matters as much as a company’s products or services. To surmount these obstacles, we prioritize ongoing research and development to stay at the forefront of technological advancements. We also place a strong emphasis on gathering and incorporating customer feedback to ensure that our solutions align with their evolving needs.
Addressing Technical and Operational Hurdles and Prioritizing Customer Experience in VAS Solutions
Technical and operational hurdles, such as system integration challenges, scalability issues, and resource constraints, are common in our journey. To overcome these obstacles, we prioritize comprehensive project planning, invest in scalable infrastructure, and employ agile methodologies to swiftly adapt to changing requirements. Additionally, prioritizing the customer experience is paramount in designing and implementing VAS solutions. There is a strong emphasis on gathering and incorporating customer feedback, as it has been found that companies excelling in customer experience grow revenues 4-8% above their market, according to Bain & Company. By focusing on understanding customer needs, ensuring easy usability, and maintaining clear communication throughout the process, we aim to enhance satisfaction and make the overall experience seamless and enjoyable for our customers.
Demonstrating Our Commitment to Innovation
Forest Interactive’s range of VAS products and services exemplifies our dedication to innovation and meeting market demands. For instance, Gamespace stands out as a flagship offering, hosting over 200 HTML5 games compatible with both mobile and desktop devices. Our commitment to user satisfaction is evident in our frequent updates, tailored to subscription frequency, ensuring continuous engagement and satisfaction among users of telcos such as Orange, DTAC, Omantel, and more!
Similarly, our presence in educational solutions, embodied by Linguisto, reflects our recognition of the evolving global e-learning market, catering to diverse educational needs. Additionally, Cookingsia capitalizes on the mobile trend, catering to users seeking culinary inspiration on their smartphones or tablets, while MobiClubs serves as a premium content portal, offering a wide range of entertainment options through subscription packages, tailored to different devices and user preferences.
Today, these offerings meet the demands of telcos in Algeria, Egypt, South Africa, and more.
Success Stories and Collaborating Across Departments and with Partners
In 2022, we facilitated 13.3 million transactions, serving an active unique subscriber base of 672,000. Our VAS solutions have garnered positive feedback from customers, leading to higher satisfaction levels. We collaborate across departments and with external partners to develop and deliver value-added services offerings.
Through regular meetings, we align goals, share insights, and tap into each other’s expertise to ensure that every aspect of our VAS meets the highest standards and effectively serves our customers’ needs.
Anticipating the Next 5-10 Years and Evolving VAS Strategy to Stay Ahead
In the next 5-10 years, VAS are poised for a transformation towards increased personalization, immersion, and seamless integration into users’ lives. To stay ahead of industry trends and meet evolving customer needs, our VAS strategy will evolve by continuously monitoring market developments and embracing emerging technologies.
Remaining agile and adaptable enables us to swiftly adjust our offerings, ensuring alignment with changing trends and delivering exceptional value to our customers. A study by McKinsey underscores the importance of agility, with agile organizations being 70% more likely to have higher revenue growth than their peers.
Advice for Enhancing Mobile VAS Capabilities
For organizations seeking to enhance their mobile VAS capabilities, focus on understanding customer needs, embrace innovation, and foster collaboration. Organizations should prioritize the user experience, by continuously iterating and adapting. By understanding these elements, organizations can elevate their VAS offerings and remain competitive in the dynamic mobile landscape.
To learn more about Forest Interactive’s VAS solutions and collaborative opportunities contact Carene Chia at [email protected]
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