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Airtel Case Study

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Creating a compelling VAS application for DTH
1. Business Overview
Interactive VAS applications on set top boxes (STBs) are projected to generate over $2 billion worldwide by 2012. An interactive VAS application is a service that resides on the STB and can be invoked by the consumer. The application could be a simple widget that tells you the weather with two clicks of your television remote or a more complex application that allows you to record television shows on your STB via your cell phone. Today, people spend on average more than 3 hours per day in front of their television sets, which provides a huge revenue opportunity. Although more and more people are watching the TV on the internet and on the move, people still continue to spend more and more time in front of their television sets and TV revenues continue to grow. Realizing this, broadcasters are continuing to work with newer technologies such as High Definition and 3D. Operators are tapping into this time by providing consumers additional services over vanilla video content. Television manufacturers are selling internet enabled TVs with embedded widgets. Advertisers are focusing more and more on customer profiling and targeted advertising to attract more eyeballs. Companies not traditionally in this space are also getting in such as Google with their Google TV initiative. The TV VAS space differs from the web and mobile VAS space because most consumers still consider the TV to be a “lazy” medium. People are still unused to reading off their television sets or focusing deeply on what is written on the TV screen. This is primarily why bringing the web to the TV really hasn’t worked yet. Besides the remote control provides very basic navigation and does not have any smart controls like a keyboard, mouse or a…...

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