This is short report of VAS Content & Service provider in Bangladesh. Bangladesh regulatory status. You can find present and future VAS and its value chain. Challenges for starting this businesses.

1. CLOUD 360
be alive with cloud…
Shariful Islam
Version 01
Date: March26, 2016
cloud360bd@gmail.com
VAS Content and Service Provider in Bangladesh

2. www.cloud360bd.com
• Introduction
• Content and Service Provider
• Regulatory
• Present and Future VAS
• Value Chain & Facts
• Challenges & Conclusion
CONTENTS

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Bangladesh at Glance
Bangladesh is Located in South Asia.
Demography
Population: 152M
Male : 51%
Female : 49%
Literacy Rate: 60%
Economy
Recognitions: Bangladesh is one of the members of the Developing 8 and considered as
the Next Eleven Economy of the world in 20 coined by Goldman Sachs.
GDP: $1,314 (per capita in 2015)
GDP Growth Rate (%): 6.12 (2013-2014)
Information Technology (IT)
Country Domain: .bd
Internet Penetration: 5 crores (30% of population)
Mobile Users: 121M
Mobile Penetration: 80% of the population

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VAS is a commonly used acronym for Value Added Service which is a popular term in telecommunications
sector to offer services to customers beyond the core services like SMS, voice and data. It can bring
additional income to operator, retain the Existing subs. as well as its bring more values.
Example: RBT, IVR, MTV, News etc
VAS and Bangladesh Mobile Market

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Content Provider
Content Provider: The content provider only provides different types of contents to the service
Providers. Example: Music, News, logo etc
Who are they: G Series, Impress telefilm, Channel I, Prothom-alo etc

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Service Provider
Service Provider: Service Provider providing Services in two ways-
1. Giving service to end user directly.
2. Give contents to Operator only.

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Service Provider
Wintel
Limited
IVR, RBT 4000, 8466
Daily News, Breaking
News, Cricket Live
Update, Cricket Alert,
Sports Update etc
2777
WAP, USSD,
Recharge, App etc
B2M is a joint venture company with Zingmobile Group, Singapore and Axiom Technologies
Limited, Bangladesh.

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Service Provider
B2M
Technologies
Interactive Voice
Response (IVR),
5656
Short Messaging
System (SMS)
5353
Wireless Application
Protocol (WAP)
http://b2
mwap.co
m
B2M is a joint venture company with Zingmobile Group, Singapore and Axiom Technologies
Limited, Bangladesh.

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How to get Short Code
To getting the short code you have to apply BTRC. That time, it requires to submit
Following documents:

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Short Code Category-Allocation and Yearly Fees

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Present VAS Services
Information Entertainment Video MFS Others
Contents News, Horoscope,
Weather etc.
Local songs, Hindi, English
songs etc.
Mobile TV, Cricket, Small
clip etc
Mobile banking
etc
Games,
lottery etc
Channels SMS, IVR, Wap etc IVR, RBT etc Application, Vod SMS and uSSD Applicatio
n
Popularity
*** **** ** ***** *
Model CAPEX & Revenue
Share most cases
Revenue Share most cases Revenue Share most
cases
CAPEX CAPEX

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Future Digital VAS which can attract…
IPTV and OTT TV
LBS Intelligent Application
M2M/IoT
Digital Advertisement

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Future Digital VAS which can attract…
RCS Digital Lottery
Digital Music
Smart Health
Surveillance Online Game

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Value Chain and Revenue Sharing Mode in Bangladesh
Market
Content
Owners
Mobile
Operators
Content
Aggregator
VAS Enabler
5-10% 2-3%
15-25%
55-65%
NB: Depends on the agreement the percentage may vary and for future vas it might be changed.

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The Facts
 There is no guideline for the CP/SP. They are independent. After taking short code
from BTRC and negotiation with Mobile network operators they can run this business.
 MNO’s are dominating this market as they have large subscribers.
 MNO’s mainly make the policies and do the agreement with CP/SP.
 By implementing “Big Data” concept, MNO can offer different packages to
define customers.
 At present MNO directly contact with the Content owner and sourcing the contents.

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Connectivity with Mobile Network Operator-MNO
Connectivity with SDP
• CP/SP required to connect with MNO’s SDP instead of
service enablers(e.g. SMSC, LBS, MMSC, USSD etc). SDP
will provide single point of module for all VAS Providers.
Subscription & Charging
• Subscription& Charging logic will be in SDP side. SDP will
manage whole lifecycle. VAS provide only provide
content & service only.

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Challenges
Challenges
No Standard
regulations
for the
CP/SP
Smart Phone
Penetration
is less
Many
more….
Customer
are not
aware of the
VAS
Biased on
Revenue
Sharing
mode
MNO
dominating
the market

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Recommendation
 MNO and VAS provider should design the service in such a way that end user understand
the service in its features.
 Auto activation and hidden costs act as the deterrent for the customers to subscribe
so the company should try and minimize such annoying factors
 Operator needs to do intelligent campaigning.
 Using the Big Data concept to send promotional message to right people in right time.
 Online ads, Newspapers & Billboards should be made more effective for promoting
value added services.
 Provide Unified Application which can cater customize services.
 Need offer Branded & Reliable contents.

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Conclusion
Bangladesh is potential market the operator, vendor and CP/SP. Day by day its subscriber
added tremendously. Recent few years CP/SP introduce new and innovative services to its
mobile subscribers in a win-win situation, whereby both the operator and the end user get
benefited. In recent years operator experienced tremendous growth in its subscriber base
and is expecting even more in the years to come. To cater large number of subscribers new
technologies are being introduced to transport and connectivity of such services.

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Abbreviations & Bibliography
VAS: Value Added Service
CP: Content Provider
SP: Service Provider
MNO: Mobile Network Operator
MFS: Mobile Financial Service
SMS: Short Message Service
MMS: Mobile Multimedia Service
SDP: Service Delivery Platform
OCS: Online Charging System
LBS: Location Based Service
M2M: Machine to Machine
IoT: Internet of Things
OTT: Over the Top
IPTV: IP Television
RCS: Rich Communication Suite
BTRC: Bangladesh Telecom Regulatory Commission
www.btrc.gov.bd
www.google.com
www.cloud360bd.com
www.vas-invention.com
www.bangladesh.gov.bd
www.flickr.com

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About the author
Shariful Islam is the founder and owner of Cloud 360. He has 8+ years
ICT experience. He has been working in a multinational telecom company.
He is constantly looking for new ways to server the backward community
both online and offline.
He can be contacted at cloud360bd@gmail.com