OREANDA-NEWS. November 6, 2008. Currently, mobile content is the main source of revenue among VAS. According to the data provided by analysts of the “Informa Telecom & Media” company, the volume of the world market is USD 22.5 billion, and the penetration of this source of revenue from VAS was 9% according to the results of the year 2007. These figures would be very promising but for one snag.

The snag is that content VAS have only penetrated into the group of pioneer users consisting of Technical Enthusiasts and Visionaries, who respond to striking offers only. These people attach importance to an experiment rather then a benefit, which means that the regularity of using a service is in question. Moreover, Enthusiasts and Visionaries are the low-income audience.

To enable the growth of ARPU, it is necessary to actively offer content VAS to subscribers-Pragmatists, who are the drivers of the stable demand. They are insusceptible to mass advertising and they will pay for services, if they see their worth.

Issues of attraction of Pragmatists will be reviewed in detail by Cyrille Chamayou, the representative of Bercut Ltd., in the “VAS Commerce – the selling process for existing value-added services” presentation at the AfricaCom international exhibition, which is scheduled for November 18-19, in Cape Town, the Republic of South Africa. We invite you to visit Cape Town Convention Centre at 12:20 on November 19.