Reliance to Bring Sachet Pricing for Mobile VAS

Reliance is launching sachet pricing for mobile VAS – for example, instead of paying Rs. 30/ for your ringtone, pay Rs. 1 every day.

The strategy is targeted towards prepaid customers (85% of Indian mobile users are on prepaid plans) as well as rural India/BoP segment – and if well executed (i.e. if Reliance is still able to maintain margin), this can change the face of Mobile VAS pricing in India.

Mobile VAS in India – Key Drivers

From our earlier article on Mobile VAS in India and Key Drivers:

Over 60% of women indicated they would subscribe to VAS SMS bundle offers compared to around 47% men, similarly 56% of women would subscribe to “unlimited songs download” as against men (46%).

Mobile VAS – What do Indians need?

What works for Indian mobile users? Have a look :

Mobile Vas in India - What do Indians need?

Sachet pricing will bring more needs/wants from the end users and is surely an interesting play to watch.

What’s your take on Reliance’s sachet strategy?

Recommended Read (on Mobile VAS in India):

Aside, Reliance started it’s GSM service few weeks back (has 70 million total subscriber base) and is currently in talks with China Mobile, for a strategic alliance and possible equity participation of 5 to 6 % (to raise funds for 3G auction).

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