OREANDA-NEWS. June 9, 2008. An interesting situation is to be observed currently in the VAS market. The VAS ARPU share in the total ARPU of an operator is increasing constantly, but the ARPU growth will not exceed the rate of inflation in 2008 according to forecasts of MForum Analytics. The data provided by iKS Consulting analysts inspire optimism. The market potential is not utilized in full, and a demand for VAS will become 3-4 times greater by 2011 according to forecasts of experts.
An aspiration to seizing the maximum market share requires taking active measures. The high potential of VAS forces operators to produce a service after a service to increase a profit. But the potential of the existing VAS is not utilized in full in this case. Such approach threatens to cause uncontrolled enlargement of a product portfolio and requires obtaining more and more funds for maintaining the service infrastructure.

It should be noted that VAS are niche services, which are addressed to subscribers with increased needs. But their promotion is implemented mainly using mass communication tools, and a demand for the service starts decreasing in a while after such communications end. It is evident that niche services require a special approach – personalization of the sales process.

The problems of building an effective VAS sale process will be discussed in detail in the “VAS Commerce: a new view on the VAS sales process” presentation by Vladimir Filipyev, the Client Relations Front Office Director of Bercut Ltd.