Mobile2Win's Hiranandani Cribs About Unfair Rev Sharing With Operators

Mobile2Win’s Country Head Rajiv Hiranandani is an unhappy man when you talk about the current revenue sharing percentage between operators and value added service providers. He is pinning his hopes on new CEO Rajat Jain, a former Disney (NYSE: DIS) executive, to correct the imbalance through his experience of dealing with regulators. [via agencyfaqs] “Rajat is a heavyweight and he brings a lot of experience in dealing with the regulatory authorities, maybe not that much with operators,” Hiranandani said in the interview.

On the operator, VAS provider inequity: “We have a common grouse in the industry and I don’t think we need to get into that because I think it’s heavily skewed in their (operators’) favour.” Hiranandani added that even a 5 percent change in the share in the favor of value added service providers will give companies in this field the volumes they are looking at. Apparently, the total VAS industry, including operator revenue, consumer revenue and including CRBTs (caller ring back tones) and all is Rs 2,000 crore. Out of that, VAS providers get not more than Rs 250 crore or 12.5 percent.

On the Do Not Disturb Registry: Although it is sure to affect the revenues of value added service providers, Hiranandani seems overly optimistic. “So, you will have 10-15 per cent of the subscribers who sign up for DND and the remaining 85 per cent will still be there and this will make us more targeted.”

Click Through Rates CTR rates in terms of mobile WAP advertising is currently between 4-6 per cent but Mobile2Win’s country head expects that number to rise to 7 percent to 8 percent if it is targeted.

loading

Comments have been disabled for this post