With a unique convergence strategy, RCOM now means much more to Indians than a mere price leader. By shashank shekhar
Over due course of time, RCOM has successfully tried out innovative services and to say that it is amongst the world’s foremost VAS providers and that too, to over 10 million subscribers won’t require much authentication. “The number of games downloads that we do everyday creates history on a daily basis,” puts in Durbha. Amongst other models, to penetrate into a larger market, Reliance has introduced a unique concept of sachetisation of game downloads, which Durbha calls as its second innovation, the first being introducing multi-player games on handsets. “We’ve introduced sachetisation as we’re very clear of the fact that in a market that is essentially pre-paid, people would not prefer downloading games for Rs.50.” And thus emerged the concept of “pay per play” that is usually about 2-3 rupees. On the content end, the company has encouraged a large amount of content development on mobile, since RCOM initiated its own Reliance Developer program on the lines of Microsoft. Social networking, the latest from the RCOM stable is creating waves too. Already, networking website Big Adda has been a phenomenon with some 1.5 million users within 6 months of inception.
Another point of focus in RCom’s agenda is to provide more regional content in its offerings. “The more local content you give, the more people will consume,” is the mantra on VAS. While at present, entertainment runs through its very veins, the shift towards utility services in near future is seen as a potential driver for growth. “We’ve gone wide. Now we need to grow deeper,” adds Durbha. Indeed, usage has only gone up with increasing regional content, as people are more comfortable in their native language, especially in case of voice based services.
Over due course of time, RCOM has successfully tried out innovative services and to say that it is amongst the world’s foremost VAS providers and that too, to over 10 million subscribers won’t require much authentication. “The number of games downloads that we do everyday creates history on a daily basis,” puts in Durbha. Amongst other models, to penetrate into a larger market, Reliance has introduced a unique concept of sachetisation of game downloads, which Durbha calls as its second innovation, the first being introducing multi-player games on handsets. “We’ve introduced sachetisation as we’re very clear of the fact that in a market that is essentially pre-paid, people would not prefer downloading games for Rs.50.” And thus emerged the concept of “pay per play” that is usually about 2-3 rupees. On the content end, the company has encouraged a large amount of content development on mobile, since RCOM initiated its own Reliance Developer program on the lines of Microsoft. Social networking, the latest from the RCOM stable is creating waves too. Already, networking website Big Adda has been a phenomenon with some 1.5 million users within 6 months of inception.
Another point of focus in RCom’s agenda is to provide more regional content in its offerings. “The more local content you give, the more people will consume,” is the mantra on VAS. While at present, entertainment runs through its very veins, the shift towards utility services in near future is seen as a potential driver for growth. “We’ve gone wide. Now we need to grow deeper,” adds Durbha. Indeed, usage has only gone up with increasing regional content, as people are more comfortable in their native language, especially in case of voice based services.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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