India: operator space to consolidate while handset market gets more fragmented?

Maarten Pieters: Vodafone India CEO predicts market consolidation

Last week, a broad range of news outlets were carrying the claim that just 31% of the population of India were known to have access to a toilet and 'improved sanitation' in 2008. This is clearly a regrettable state of affairs, with dire consequences for public health, life expectancy and economic development.

Ordinarily, however, it does not follow that the seriousness of an issue always correlates strongly with the willingness of the global media to give it coverage. It was a welcome surprise, then, to see this particular issue given some space even by the website of the thin, brightly coloured newspaper given free at UK railway stations to daily commuters such as myself. After all, this is an organ whose print version dedicates just a few pages to what I would really call 'news' - far more space is given over to celebrity tittletattle and TV listings.

How, then, did this story successfully compete for space even in that kind of context?

The key seems to have been handing the global media an compelling, ready-written headline. The person responsible for doing so in this case appears to be Zafar Adeel, Director of the United Nations University’s Canada-based think-tank, the Institute for Water, Environment and Health.

So how did Dr. Adeel manage to craft a headline sufficiently eye-catching so as to propel this important but unglamorous issue up the news agenda last week? He did so by building it around the assertion that more Indians have access to a mobile phone than to a working toilet. Presumably, the desired effect on readers in Europe and North America was to stimulate a thought process along the following lines: 'More cellphones than toilets? That's crazy! Toilets have been around forever and are one of the most basic facilities expected for a civilised life -  but the mobile phone is a recently invented luxury item.'

Such a characterisation of the mobile device would be understandable when articulated by someone who ticks the following boxes:

• lives in a wealthy, developed country and has not had the opportunity to see mobile phones being used on the city streets or in the villages of (for example) Kenya, India or Bangladesh
• is old enough to remember when mobile phones were seen as an expensive status symbol used only by wealthy executives
• has not thought about how access to communications services can improve the lives of poor people by connecting them with time-saving information and services

Regular readers of this blog, and anyone working in or around the telecoms sector in emerging markets/developing countries, however, would be much less likely to think of mobile phones in this way. They would probably be inclined to realise that is precisely because developing countries have weak infrastructure that the mobile phone has rapidly become a truly vital part of the lives of even very poor people in such nations. Numerous examples of this have been decribed in DTW posts passim. Rather than trawl through all of those, readers might like to look at a nicely succinct round up of observations on this topic, made recently Anand Giridharadas, writing for the New York Times.

Giridharadas observes that there is "a global flowering of innovation on the simple cellphone" and that "from Brazil to India to South Korea and even Afghanistan, people are seeking work via text message; borrowing, lending, and receiving salaries on cellphones; employing their phones as flashlights, televisions and radios." He goes on to assert that "many do all this for peanuts", noting that "in India, Reliance Communications sells handsets for less than [USD] 25, with one-cent-a-minute phone calls across India and one-cent text messages and no monthly charge — while earning fat profits."

Readers of this blog, particularly any working in India's mobile sector, might on one hand take pride in seeing such achievements talked up but may, on the other hand, not fully recognise the idea of an industry revelling in 'fat' profits.

Certainly, the feeling in India may be that at the very low tariff levels referred to by Giridharadas, not all operators may continue to be viable. Sypmathetic to this view is Maarten Pieters, CEO Of Vodafone India. Speaking to the Economic Times last week, Pieters observed: "It’s all about scale because we have very low tariffs here. If you compared the tariffs here, it’s about 10% or what we get in Europe in the Vodafone Group as an average tariff. So, how can you survive as an operator on those low tariffs that is by creating scale and it is very clear that it will not be able for 10 people or 10 operators to create that scale, which means there needs to be some form of consolidation".

Pieters does not expect this consolidation of the mobile market to happen overnight, however, because it would not be facilitated by India's current M&A rules. "So, we first need to see some changes of the rules and then you will probably see consolidation."

Indian mobile operators, then, have to strive for profitability in an extremely tough environment. Quite often, I have heard industry watchers articulate the view that this should equip the country's cellcos very well for meeting the challenges of extracting a profit from developing countries elsewhere in the world. Also out there is the feeling that any Indian MNOs with international ambitions will need to be mindful of quite different challenges they may face.

Writing last month for telecoms.com about the purchase of Zain's African opcos by Bharti Airtel, for example, Matthew Reed observes that "Bharti will be looking to reinvent Zain Africa by introducing the low-cost business model that it has pioneered successfully in India" and "will also be hoping to achieve economies of scale across its Asian and African operations, which together will make it the fifth-largest mobile operator in the world".

Reed does offer words of caution, however, arguing that "operating in Africa does present particular challenges, some of which will be new to Bharti, despite its credentials as an emerging-market operator."

"The takeover of Zain Africa", writes Reed, "will give Bharti operations in 15 different countries, each of which has its own political and regulatory conditions, and some of which present some political risk. The diversity alone will be something new for Bharti, which only had mobile operations in India until it made recent moves into Sri Lanka and Bangladesh."

Reed also observes that while tariffs in Africa have traditonally been rather higher than those Bharti Airtel has to live with on home soil, the giant Indian cellco is entering many African markets at a time when higher levels of competition have more recently been pushing down prices. "In much of sub-Saharan Africa", Reed adds, "the infrastructure is poor and distribution is difficult."

Maarten Pieters of Vodafone India, meanwhile, is almost uniquely well qualified to make predictions about how his company's major competitor is likely to fare as it embarks on its African adventure - between 2003 and 2005, he was the CEO of Celtel International, the collection of African operators acquired by Zain and subsequently sold on to Bharti Airtel. Pieters has also served on the board of Millicom International Cellular, the multinational mobile group whose African assets currently include opcos in Chad, DRC, Ghana, Mauritius, Rwanda, Senegal and Tanzania.

Pieters offers words of encouragement: "Bharti is a very fantastic company. I really admire them. They have done a very good job in India. They have a very good management. If anyone can make a success out of the old Celtel assets, then it’s them. So, I am very happy that they are in good hands."

While, as Pieters argues, consolidation of the Indian mobile operator space may be inevitable, the handset market, conversely, seems to be becoming more fragmented. Priyanka Joshi of the Business Standard writes that "the segment has seen entry of one mobile vendor every month." For the year 2009, Joshi asserts, "new vendors registered a combined market share of 12.3% of the total 101.54 million mobile handset sales."

Examples of new market entrants offered by Joshi include Wynn Telecom. "Starting May this year, writes Joshi, "the company will launch seven dual SIM handsets priced under Rs 5000 and will also get ready to manufacture handsets in India."

Some new entrants, explains Joshi, will build a business around devices tailored to meet the needs of users in India's vast rural areas. Olive Telecommunications  is one example of a company with this strategy.

It will be interesting to observe, then, whether the mobile services and mobile handsets markets do indeed move in these opposite directions - with the former consolidating down to a smaller number of operators of scale and the latter continuing to offer opportunities for innovative new entrants.

India: operator space to consolidate while handset market gets more fragmented?

Zain Africa Done Deal Watch

Former Zain CEO Al Barrak - exit from Africa caused his departure?

During 2009 DevelopingTelecomsWatch became somewhat preoccupied with the fate of the African assets of MEA mobile powerhouse Zain. As speculation mounted about whether these operations were up for sale and, if so, who the prospective purchasers might be, DTW managed to churn out no less than thirteen Zain-themed articles, the first of these appearing on 12th June. Scratching away at persistent rumours like a mutt with fleas, this blog was still whining on about the story on 18th August.

The whole series of ramblings rejoiced in the clunky title 'Zain Africa Speculation Watch', which has been revived and paraphrased here with today's offering.

Along the way, a number of potential suitors for Zain's African opcos got a mention. These included France Telecom and Vivendi plus Indian operators Reliance Communications and BSNL.

All these months later, it seems fairly safe to assert that the speculation stage is finally over, with shares in another Indian cellco, Bharti Airtel, edging higher on the back of news that it will sign a USD 10.7 billion deal to acquire the Zain's African telecom assets later today.

If, as now appears to be virtually certain, the Indian MNO does manage to conclude this deal, it will be a case of third time lucky, as noted recently by Shalini Singh of the Times of India, who reminds us of Bharti Airtel's two fruitless attempts to engineer a tie-up with South Africa's MTN, another saga which had some coverage here at DTW. As well as observing that the Zain Africa purchase will "catapult Bharti to the rank of the sixth-largest telecom service provider in the world by number of subscribers", Singh feels that it is "an ironic twist of fate" that one of the Indian firm's major competitors in its new markets will be MTN.

With this mega-deal now on the brink of proceeding, perhaps the time is right to ask that Bharti Airtel has to gain (and lose) from competing in so many new markets at once, and to ask what motivated Zain to quit Africa less than five years after entering the continent's mobile arena via the acquisition of Mohamed Ibrahim's Celtel International.

James Middleton of telecoms.com writes that "for Zain, the deal represents a retrenchment of the company's strategy as well as good value." Middleton argues that while the company has succeeded in transforming its brand and in building up an impressive customer base across sub-Saharan Africa, it has struggled to operate profitably.

Quoted in James's article is his fellow Informa Telecoms & Media employee Nick Jotischky, a principal analyst with the firm. "Perhaps it turned to the managed services model too late in the day and failed to leverage its supplier relationships so as to build in sufficient economies of scale", says Jotischky, who suggests that this is where Bharti Airtel will focus its efforts.

"Whilst it will, no doubt, be confident of controlling its costs, Airtel will aim to build up its brand equity characterised by reliability very quickly," says Jotischky. "But reliability alone will not be enough – the newcomer will have to show itself to be innovative as well. In an already competitive marketplace, Bharti will not just be competing with other mobile operators for a share of wallet but with other brands in adjacent consumer goods sectors. This means that Bharti will be under pressure to offer services that are directly relevant to end-users and this will differ from market to market."

James Middleton talks up the chances of the Indian cellco maximising the value of this large new investment. "Bharti has a heritage in making network sharing and outsourcing deals work and will not be afraid of being aggressive on per minute pricing," he writes. "The company is also well versed in addressing the difficulties of serving a largely rural, high-churn, low-revenue market."

Inspired by this transaction, Informa's telecoms.com is currently running a series of articles offering 'ten tips for investing in Africa'.

Informa offer their first tip, that operators need to be innovative on pricing, while noting that mobile tariffs in much of Africa are high compared to those in some other emerging markets. "For example", runs the telecoms.com article, "Zain Kenya’s lowest tariff is about [USD] 0.04 per minute, for on-net calls.. compared to India, where Reliance Communications offers tariffs that are as low as [USD] 0.01 per minute, for both on-net and off-net calls." The article continues by pointing out that the fact that tariffs in Africa are relatively high is reflected in ARPU levels: "In 4Q09 blended monthly ARPU across Africa as a whole was [USD] 10.49 – but in India blended monthly ARPU in 4Q09 was much lower, at just [USD] 2.73, and falling.

However, the article observes that mobile tariffs have already come down in many African markets in the past couple of years as competition has intensified, often because of the market entry of new operators. Usage in Africa, meanwhile,  the article contends, has increased over the past couple of years too. African MoU, however, remains "half that of India's, which does suggest that there is potential for substantial further growth."

This growth opportunity notwithstanding, the gist of Infoma's 'tip' is that "African operators are probably best advised to avoid getting into the kind of price wars that are taking place in the Indian market", where ARPU halved during 2009, creating a big squeeze on  operators' profits.

Rather, Informa advises, "African operators should aim to demonstrate more of the innovation in pricing that is already evident on the continent through plans such as Zain's One Network, which allows subscribers to pay local rates when roaming, and MTN's MTN Zone, a dynamic tariff plan that charges lower rates when the network is not busy."

Let's see whether Bharti Airtel considers this to be sage advice as it embarks on its African adventure.

On a personal note, I will be interested to see whether the Indian cellco will make many changes to the management teams running its numerous newly-acquired opcos - and to listen out for a sense of how far Zain's people around Africa welcome the change of ownership. One opco CEO apparently quite upbeat about all of this is Zain Zambia MD David Holiday:




Presumably less positive about Zain's sales of its African assets is the man who masterminded their acquisition for the Kuwaiti group, former CEO Saad al Barrak, who resigned in February.

At the time, Emeka Obiodu, a senior analyst at Ovum, said: "Al Barrak championed this expansion push – buying Celtel, and aiming to make Zain one of the top ten mobile operators by 2011. But his whole ambition was blown to pieces by the owners who wanted to sell off in Africa."

While Al Barrak and his strategy do appear to have some detractors, Obiodu does not seem to be among them: "He’s taken MTC, this small company from Kuwait and transformed it into Zain, a global mobile powerhouse. He didn't bite of more than he can chew, but his vision diverged from the vision of the owners. When we did some financial analysis on Zain, the company wasn’t doing particularly badly. It wasn’t like he ran the business into the ground, although you have to concede that some of the small markets in Africa were seriously under-performing."

Now we will see whether Bharti Airtel has the patience and vision to stay in these numerous African markets for longer than Al Barrak's former company elected to do.

Zain Africa Done Deal Watch

India: cut-price tariffs squeezing margins and causing telecoms stocks to tumble

A number of articles here have wrestled with the question of optimum pricing for mobile operators in emerging markets. Some of these have focused on the case of Millicom International Cellular selling its three Asian operations, having cited, in the case of Cambodia, the challenges of maintaining healthy profitability in the face of the highly aggressive market entry strategies of new entrants.

This week a price war fought amongst telcos elsewhere in Asia has cause a slide in the value of their stocks:

The lady speaking in this clip contends that the first shots in this Indian tariff war were fired by Aircel (India's seventh largest cellco by market share) and Tata DoCoMo, the recently-launched GSM proposition from CDMA operator Tata Teleservices, arising out of its strategic alliance with Japanese mobile giant NTT DoCoMo.

In August, Tata DoCoMo made waves by becoming the first Indian mobile brand to offer per-second billing. Some media sources contend that impressive subscriber additions for the operator since then have been largely driven by the attractiveness of this innovation. Surya R Kannoth of the Economic Times, writing today, says that the most aggressive response to this yet has been from Reliance Communications, which on Monday announced a flat, cheap per-minute lifetime tariff for all calls - local, NLD, on-net, offnet, inbound/outbound roaming - made by both CDMA and GSM prepaid users. All this comes for no monthly fixed charge, but with a one-time set up fee of Rs48 (around one US Dollar).

The commentator speaking in the video clip above argues that this tariff causes the spread between cost per minute and revenue per minute to become very narrow, "and that would hurt profitability going forward." She goes on to quote analysts who say that the tariff is "disruptive" and will put pressure on major players such as Vodafone, Idea Cellular and Bharti Airtel, whose Chairman said today that prices in India have hit rock bottom. In light of the damage to share prices seen this week, investors in the various mobile operators will doubtless be hoping that this really is the case.

Bharti Airtel is getting consecutive mentions at DTW, having been the subject of the most recent article here, which was about how India's market-leading cellco has been disappointed by a second failed attempt to create a merger with the Africa and Middle East cellular powerhouse MTN of South Africa. In that article I mentioned, not for the first time, that there exists the belief that competitive pressures in its home market will continue to make the exploration of foreign investment opportunities very compelling for Bharti Airtel. I take today's news of a price war and tumbling telecoms stocks to be a pretty solid plank for that argument. I also reported the opinion that the Indian cellco might want to take a good look into acquiring some or all of the assets of Zain, the availability of which has been talked up for months now, not least here at DTW, where we ran a whole series of articles on speculation around the Kuwaiti group's possible exit from Africa.

A Business Standard article run on Saturday contends that not only is this a likely scenario, but that the Indian operator may need to take on its one-time suitor in a battle to take control of Zain. This idea seems to be drawn from the fact that last month, MTN CEO Phutuma Nhleko told journalists that his company would consider buying the African assets of Zain if the deal with Bharti Airtel did not go through.

India: cut-price tariffs squeezing margins and causing telecoms stocks to tumble

What next for Bharti Airtel in the wake of scuppered MTN deal?

Sunil Bharti Mittal: looking to new opportunities in the wake of scuppered MTN deal?

Will they? Won't they? Will they? Won't they?

No. Not now - and maybe not ever.

Of the two big telecoms M&A deals discussed by this blog over the last few months, one has definitely stalled, seemingly not to be revived again this year.

We've been here before. Giant Indian cellco Bharti Airtel and South Africa's multinational mobile group MTN failed to come together last year. Now, after months of discussions and a repeatedly extended deadline for those talks, the two firms have once again failed to find a way to combine their assets into one giant emerging markets player which would have been the third largest telecoms company in the world, according to the Indian MNO's statement about the scrapped merger plans.

Bharti Airtel maintains that the planned alliance "was a vision based on solid fundamentals" and that "substantial synergies could have been captured" with the proposed transaction. The Indian firm's statement indicates that much thought was given to the "the sensibilities and sensitivities of both companies and both their countries" and contends that "the proposed deal structure took into account their leadership in their respective geographies to ensure continuity of business - including listing, tax residencies, management, brand etc." With what sounds like a note of regret about a missed opportunity, the statement expresses the opinion that "the deal would have been a significant step in promoting South-South cooperation - a vision of the two countries."

So what's gone wrong this time? The Bharti Airtel statement indicates that failure to gain the approval of the South African Government is what has caused both companies to take the decision to disengage from discussion. James Middleton of Informa Telecoms & Media also describes the aborted transaction as a case of both firms failing to convince the Zuma Government, which is MTN's biggest shareholder via the Public Investment Corporation (a pension fund), of the value of the deal.

Another Informa scribe, the shadowy 'Informer', in his usual playful manner, reaches for the fairly obvious metaphor of a cancelled wedding and has some fun with it. Writing yesterday, the mystery man of Mortimer House jokes that that "the parents of the bride-to-be" were "clearly unimpressed by the quality of her suitor."

While the Indian firm expresses the hope that "the South African government will review its position in the future and allow both companies an opportunity to re-engage," it's probably legitimate to wonder if there will be the appetite to revisit this again for a third time. I'm all in favour of persistence - God loves a tryer and all that. I've also learned, though, that 'no' often means... 'no'. Happily, I've not had the chastening experience of asking several times for a lady's hand in marriage and being repeatedly spurned. My guess, though, is that I'd probably start to take the hint at the second knock-back. If Sunil Bharti Mittal and his management team feel at all like that, then this recent disappointment begs a new question: What next?

In its statement about the failed tie-up with MTN, Bharti Airtel stated that the company "will continue to explore international expansion opportunities that are consistent with its vision and bring value to its shareholders." I would expect that to be the case, having expressed the view back in February that competitive pressures on home turf might force the Indian operator to identify investment targets around the world.

As the year has unfolded since then, some of these pressures have not proven to be as strong as might have been feared. For example, one threat my February article identified was state-owned operators (i.e. BSNL and MTNL) stealing a march in the 3G space and in the WiMAX services arena. As we have seen here since, however, it now appears that the two big public sector telcos have failed to make much of this this first-mover advantage.

Other pressures do continue to exist, though, even in a massively booming market. Since that February article, India's mobile operators have added almost 100 million subscriptions. Bharti Airtel's share of the vast subscriber base, however, has slipped a little, with ground conceded to a strongly performing Reliance Communications and to smaller players whose market share has improved a bit, notably Aircel and Russian-owned MTS India.

Where, then, will the giant MNO seek new growth opportunities outside its home territory? Back in February, I aired the view that Bharti Airtel may be almost uniquely well suited to the challenges of African markets, noting that the Indian operator has to cope with the lowest tariffs in the world while sustaining growth. More than once, when reporting the rumoured sale of a set of African mobile operators, this blog has noted that those operations are rather less profitable than the parent company's properties in the Middle East. Bharti Airtel, then, might be the most obvious fit to purchase those assets. The group being referred to here is, of course, Zain.

So, could the failure to tie-up with MTN now put the Indian operator in the frame as a suitor either for Zain's African portfolio or for a stake in the entire Kuwaiti-headquartered group? Maybe. Consider this from the chuckling 'Informer':

"You shouldn’t stick around where you’re not wanted... there are, after all, plenty more fish in the sea. The Informer suggests that Bharti has a look at Zain, instead. Zain gives the impression of being a little more, how shall we say… available."

If this were to happen, I'd guess that a link-up with MTN would be permanently off the cards, due to the significant overlapping of the Zain and MTN footprints.

What next for Bharti Airtel in the wake of scuppered MTN deal?

Zain (Africa) Speculation Watch: Episode 13

Anil Ambani, Reliance Communications: eyeing Zain's African operations?

The newswires have been humming with more than enough Zain-related information over the last few days to justify this thirteenth episode of our mini-series following the summertime rumours around the Kuwaiti telecoms firm.

On Sunday, Eman Goma of Reuters reported that the pan-MEA mobile group has asked shareholders to vote on removing certain ownership restrictions, a move that would pave the way for selling a large stake. This seems to have prompted a Sunday surge in Zain's shares on the Kuwaiti stock exchange, as speculation rose that the move could allow an outside investor to take a large stake in the company.

In the most recent chapter of the Zain (Africa) Speculation Watch story, we considered the possible sale of the 24.61% stake in the operator held by the Kuwait Investment Authority (KIA) (the Gulf state’s sovereign wealth fund) - Kuwaiti newspaper al-Rai, had reported that "the KIA has no objection to discussing any offer to buy its stake in Zain whether made by the UAE’s Etisalat or others under the condition that the offer would be serious and with attractive returns."

Without expressing an opinion about possible purchasers of that stake, it now seems that Zain's management would welcome the opportunity to part ways with the KIA. As a Cellular News article reported this week, Zain CEO Saad al-Barrak has said that he wants to see the sovereign wealth fund sell its stake in his company as soon as possible. "I wish they would leave tomorrow, and I am working on this," he said. He added that the motivation was to ensure the company could operate without political interference.

Whatever the future holds for the group as a whole, stories continue to bubble up about Zain's African portfolio. Only yesterday, that man Eman Goma was reporting comments made by Barrak to al-Rai, to the effect that the company is in talks with three major telecoms firms, including one from India, to sell all or part of its African operations.

Which companies are being referred to here? One of them might be France Telecom. Ten days ago we noted here that in a recent Reuters note on the French incumbent telco's need to limit margin erosion, Finance Director Gervais Pellisier was quoted as saying that the company "might look at some of the African assets of Kuwait's Zain if the latter decided to sell them in parts."

What about the unnamed Indian party? Could that be Bharti Airtel? Back in February, I would not have hesitated to offer that name as my best guess. An article by a former colleague of mine, Nick Jotischky of Informa Telecoms & Media, prompted me to write my own piece about whether India's market-leading cellco might be driven to more aggressive international expansion by the numerous competitive pressures it faces in its home market.

Since then, of course, the Indian mobile operator has been involved in lengthy talks with South Africa's MTN group about a possible tie-up between the two. Given the apparent complexity of those discussions, is it naïve of me to assume that simultaneous talks with Zain would not be feasible? After all, my understanding has always been than an exclusivity agreement has been locking Bharti Airtel and MTN out of discussions with other prospective bedfellows. Earlier this month, the Bharti Group announced the extension of this exclusivity period through to 31st August, and the Economic Times has reported in the last few hours that Bharti Airtel is now very close to raising the funds needed for what would India’s biggest cross-border deal to date, surpassing Tata Steel’s acquisition of Corus for USD 12.2 billion in 2007.

Even if it were possible for India's leading mobile operator to discuss any interest in Zain's African assets at the same time as working on its mooted tie up with MTN, another complication would be that the Kuwaiti group and the South African group have somewhat overlapping footprints. The two companies compete with each other in Congo, Ghana, Nigeria, Uganda and Zambia.

As Eman Goma's article noted, this issue of overlapping assets would also have to be taken into account in any approach Etisalat may make for Zain. Goma quotes Prime Holdings analyst Sleiman Aboulhosn, who says that the Emirati group may be content to cherry pick some of Zain's assets in the region, given regulatory restrictions on a wholesale purchase. "Etisalat cannot buy the ones that co-exist with its own assets, for example in Nigeria," he said in Dubai. "So they might be interested in some parts."

If Bharti Airtel is currently an unlikely suitor for Zain, which other Indian companies might be making the enquiry mentioned by Saad al-Barrak? One possible candidate is state-owned telco BSNL. In June, Reuters reported comments made by the company's Chairman, Kuldeep Goyal, who said the the public sector telco is looking to expand to Africa by acquiring new licences or stakes in firms. "We are looking into various options there... getting into new licences, which are being issued, or partnering with existing licencees (and) taking a stake," Goyal told reporters. Asked whether BSNL, which has cash stockpile of more than USD 6 billion, was ready for a big acquisition, he said: "Yes, why not?"

The positive assessment of the state of BSNL is not shared by Kunal Kumar Kundu of consulting and IT services firm InfoSys. In our most recent article here at DTW, I quoted Kundu's recent Asia Times article, which is nothing short of a gloomy assessment of the health of the state-owned operator, which he feels is set to go the way of struggling government-run Air India, "which has had to crawl cap in hand for a state bailout to survive."

If Kundu's analysis is correct, and if this would prevent any ambitious foreign adventures by BSNL (rather than perhaps actually making it imperative to consider them), perhaps Reliance Communications is a more plausible prospective purchaser of some or all of Zain's African assets? Towards the middle of last year, the Anil Dhirubhai Ambani Group-owned operator withdrew from inconclusive talks of its own with MTN. Another Economic Times article written in the last few hours suggest that the Indian operator's interest in Africa has not waned since then. Amrita Nair-Ghaswalla writes that "sources" have named Reliance Communications as the Indian company currently in discussions with Zain.

The last time DTW visited the topic of all this speculation about the future of Zain, much was made of the impresssive performance of the company's stock since the rumour mill really got churning around mid-May. I even considered whispers passed to a loyal DTW reader - and then to me - to the effect that "the whole Zain thing" has merely been a highly successful attempt to manipulate the Kuwaiti group's share price. If there is anything in that suggestion, the success of any such ruse would appear to have come to a halt around a week after we discussed it here, should we choose to heed the warning noises emanating from Dubai-based investment bank Shuaa Capital. Late last week, Ramya Dilip of Reuters noted that the bank had downgraded Zain to "sell" from "neutral," saying the risk-reward profile of the shares were no longer attractive at current levels.

Around the same time, another Reuters piece carried quotes from analysts who could see the logic of selling the African assets and predictions about Zain's ongoing strategy in the wake of any such sale.

"The African operations are the major contribution to the revenues and subscriber base," said Jithesh Gopi, head of research at Bahrain-based Sico Investments. "But as far as net profit ... they have not been a contributor to the group."

According to this article, African markets account for about 62% of Zain's 64.7 million customers, but only 15 % of the group's net profit, as of the end of March. Seven out of 16 African operations, the article states, made a first-quarter net lost. In the Middle East, only the Saudi Arabian operation was loss-making.

"It's going to be a company that's refocused on the Middle East with a series of very strong franchises," said Simon Simonian, a telecom sector analyst at Shuaa Capital.

If Simonian is correct, Zain's growth plans would be downgraded as the majority of the Middle East markets served by the group are mature to the point of saturation, the exceptions being Jordan and Iraq, where operators face security issues, a relatively unpredictable regulatory/licensing environment and the prospect of a new entrant in the mobile space.

In that scenario, Zain would presumably focus primarily on upgrading existing networks and increasing revenues from mobile broadband multimedia services.

Work of this kind is naturally ongoing across the group's Middle Eastern operations. The Saudi opco, for example, last week announced that it had secured a USD 2.5 billion Islamic loan facility (Murabahah), which will be used to repay an existing Murabahah facilitating network expansion and future growth.

In Bahrain meanwhile, writes Roger Field of ITP, Zain is planning to upgrade its network with LTE technology in a bid to "future proof" its operation and gain an advantage over rival operator Batelco and the new entrant cellco owned by Saudi Telecom. Field observes that Zain Bahrain has failed to provide a timeframe for the network upgrade, but notes that similar projects in other parts of the world are expected to take more than a year to complete, from the time they were announced.

This wraps up another episode in this ongoing saga. Perhaps the fact that Zain's own Saad al-Barrak seems to revealing snippets to the Kuwaiti press suggests that the story is moving beyond the speculation stage. Whether this means we can expect to see imminent announcements about the future of Zain and of its African operations remains to be seen. Keep watching.

Zain (Africa) Speculation Watch: Episode 13

India Week continues at DTW

This is turning into 'India Week' here at DevelopingTelecomsWatch. Today's musings begin by revisiting yesterday's discussion here about the imposition of Mobile Number Portability (MNP) in the country. We will also consider - not for the first time - the ways in which the Indian Government's concerns about national security might lessen the appeal of this vast, growing market for foreign telecoms groups.

The reason we are returning to the MNP debate so quickly is that yesterday saw an open house discussion in Hyderabad on this theme. Hosted by the TRAI, India's telecoms regulatory body. This rejoiced in the snappy title 'Determination of Port Transaction Charge, dipping charge and porting charge for mobile number portability'. The surrounding media coverage provides more information on the range of concerns expressed by India's cellcos.

Speaking to an Economic Times reporter at the workshop was TRAI Chairman SJ Sharma, who said he expects MNP to go live on December 1st. While Sharma is confident that his agency will have its MNP regulations in place by the end of August, he expressed the belief that some of the operators do not seem to have ordered enabling equipment yet, meaning that a delay of 2-3 months is likely.

Yesterday, ahead of the Hyderabad discussions, we considered the estimated cost one operator had calculated for the implementation of MNP. State-owned BSNL had come up with a USD 250 million estimate, complaining about this cost in light of its contention that only 2% of "elite customers" are likely to use the facility.

Today, drawing on an article from K.V. Kurmanath of the Business Line, we can see how BSNL's numbers stack up against the estimates of some of its competitors in the mobile space.

Reliance Communications, and Tata Teleservices have indicated that they expected MNP-related expenditure to the tune of USD 20.6 million each. Vodafone India has come up with the much larger figure of USD 72.3 million. Much lower numbers than those mentioned by BSNL, then, but still pretty significant sums of money. I invite anyone with a view on this to offer an explanation for why this set of estimates varies so much.

"The regulator asked the service providers to send in their points on these issues by Tuesday," Mr T. R. Dua, Deputy Director-General of the Cellular Operators’ Association of India, told Business Line, whose article states that "keeping in mind the huge expenditure", the telecos want the TRAI to ensure that they are compensated for their "huge investments".

Let's see, then, if December 1st really is the date after which Indian mobile users can elect to switch their cellular providers while keeping their phone numbers.

In the meantime, I want to consider once again how the Indian authorities' concerns about national security are impacting on the telecoms sector.

In a recent piece here about worldwide developments across the footprint of Scandinavian telecoms group Telenor, I noted that the company had been facing difficulties around establishing a controlling interest in Unitech Wireless, the start-up Indian cellco in which it currently has a minority stake. For India's security agencies, the stumbling block was Telenor's presence in Pakistan and Bangladesh - apparently a cause for concern in light of strained relations with both of these neighbouring countries.

Telenor's immediate problem appears to have been resolved with the Indian Home Ministry's suggestion that security clearance for a bigger stake in Unitech Wireless up could be provided on the condition that none of the staff who have worked at the Norwegian firm's Pakistan operation are employed in India. Other security concerns affecting the telecoms sector more broadly, however, continue to be aired pretty regularly.

For example, all telecoms firms present in India may find themselves subject to further personnel restrictions. Late last week, Joji Thomas Philip of the Economic Times wrote that India's intelligence agencies now want all telcos to have a native Indian in the post of Chief Operating Officer. At present, only operators' CTOs need be a resident Indian citizens, while foreigners are allowed to hold all other key positions such as Chairman, MD, CEO and CFO, subject to clearance from the Home Ministry on a yearly basis.

If enforced soon, this proposed new regulation might not make a big impact right away because, as Philip notes, none of the existing telcos currently has a foreign COO.

This is not to say that such restrictions will have no impact, however. An article in today's Financial Times goes as far as stating that such stringent personnel requirements would lessen the appeal of India for foreign strategic investors and will restrict the freedom of companies already operating in India to make use of existing foreign expertise within their global organisations.

The article also contends that such restrictions on management positions could complicate corporate merger and acquisition activity such as Bharti Airtel's planned tie-up with MTN, the South African telecoms firm with interests across and beyond Africa. This would just add to the concerns of some analysts who are already sceptical about the wisdom of that proposed deal for Bharti Airtel shareholders. On Monday, India's Financial Express noted that day's 4.8% drop in the market-leading cellco's share price, which seems to have been triggered by worries that the company will increase by 5-10% its offer to buy a stake in MTN. The article quotes Sonam Udas, VP Research at BRICS Securities, who says: "we don't understand the logic for this deal at all. Why does Bharti want to change from a company with a net cash position of USD 1 billion to a debt-ridden firm? We do not buy the argument the deal is going to add value. There is nothing in the deal to highlight as adding strategic value."

Operators may not be the only telecoms value chain participants affected by the Indian Government's security concerns. Joji Thomas Philip writes that the Home Ministry fears that "suspect vendors may install back-door entries, remote logic facilities and also design Trojan horses in networks and hardware. This could be used to remotely bring down the network or to monitor it." Philip states that the agencies are particularly concerned about Chinese vendors.

One definite casualty of all this worry about national security is Swiss-registered firm ByCell. On Saturday, the Economic Times confirmed that after much wrangling, the company is to be prevented from entering the Indian mobile services market, with security concerns about the company and its shareholders being the deal-breaker.

A busy week for Indian market watchers so far, then. Let's see if the rest of the week has enough action in store to warrant another look here at DTW.

India Week continues at DTW

MNP draws closer in India: How will cellcos be affected?

After years of discussions, it now seems that the imposition of Mobile Number Portability (MNP) in India really might be imminent. As noted in local reports last week, the Telecom Regulatory Authority of India (TRAI) recently announced that its guidelines for MNP should be in place later this month and has asked operators to be ready for a quick implementation.

In the meantime, the country's cellcos continue to disagree on the desirability and likely impact of number porting in the country. Joji Thomas Philip of the Economic Times reports that, "in a move which could make it significantly costlier for mobile users to change their operator while retaining the number", GSM operators are demanding that only those who wish to change their numbers be made to bear the cost of the enabling technology.

Philip writes that state-owned telco BSNL estimates its implemtation costs for MNP will be around USD 250 million and that only 2% of "elite customers" are likely to use the facility. Philip contunues that "going by BSNL's formula, back of the envelope calculations show that it will cost about [USD 125] per user to port... number[s]".

BSNL, then, is proposing that these costs should not be borne by the subscriber base as a whole:

"Only those customers for the benefit of whom the MNP is being implemented should be made to bear the cost of the same and not the ordinary customers, who are not going to get any benefit from the implementation of MNP. All these customers, who will utilise the MNP, are big entrepreneurs, professionals [and] businessmen who will save huge switching costs, otherwise, they will have to invest on informing friends and business partners about new number, missing calls from uninformed people and updating company web pages, brochures and business cards etc. These customers can afford and must pay for availing this facility," BSNL said in a statement to the TRAI.

This concern for the vast majority of less affluent subscribers seems admirable enough. BSNL and fellow state-owned telecoms operator MTNL, though, would appear to have a compelling need to avoid taking on a lot of extra cost, if we are to believe some analysts. As reported today by Rashmi Pratap (another Economic Times writer), industry watchers such as HSBC Securities analyst Rajiv Sharma are warning the public sector telcos not to make significant further investments in 3G mobile technology.

Sharma feels that MTNL is better placed to leverage its fixed line infrastructure for wireline broadband products, and is sceptical about the chances of the operator's plans for partnering with an overseas telecoms player to run its 3G operations, asserting that "the chances of MTNL benefiting from such a structure will be restricted as the state-owned enterprise culture of the company will get in the way of foreign telcos, restricting their ability to deliver."

Rakshmi Pratap also quotes Alok Shende of Ascentius Consulting, who believes that the below-industry ARPU recorded by MTNL and BSNL reflects that the companies have attracted price-sensitive, low-MOU subscribers who do not use VAS and would not gain from the enhanced capabilities of a 3G offering. Sharma writes that in the six months since its 3G launch, BSNL has roped in just 10,733 subscribers and that the figure for MTNL stands at "a dismal 902", an average of just 150 per month across Mumbai and Delhi, considered the two most lucrative 3G markets in India.

If these observations about the state-owned telcos' subscribers are accurate, I can perhaps see why BSNL has said that only a very small percentage of its customers are likely to gain from MNP. If the bulk of the telco's subscriber base really is so price sensitive, I'd guess that use of multiple prepaid SIM cards is widespread, with customers switching between service providers to take advantage of the optimum tariff for any given call.

How widespread? Gartner analyst Madhusudan Gupta, quoted in a Forbes India article by Rohin Dharmakumar back in June, estimates that 10% of all mobile connections in India might be instances of one phone/person with multiple SIM cards. Dharmakumar writes that India's mobile subscription numbers may also be somewhat inflated by churn, stating that 35-50% percent of prepaid connections (which, he says, form 93% of all mobile connections in India) become idle. Separating live (but infrequently used) subscriptions from totally inactive ones seems to be made harder by the existence of numerous approaches to gauging the validity of a given sub. Due to the rapid evolution of lifetime offers, writes Dharmakumar, each operator is saddled with lifetime subscribers bound by different contracts - some are required to recharge once in six months to stay active while others get by simply by getting an incoming call every few months.

In this context of low ARPU subscriptions and high churn, one can perhaps sympathise with BSNL's point of view regarding the costs of implementing MNP services only likely to benefit an affluent minority of their customers.

Joji Thomas Philip notes that two other GSM players are supportive of BSNL's argument. Bharti Airtel, for example, is of the view that "all operators who make the investment (for MNP) are entitled to recover their costs". The market-leading cellco has told the TRAI that "the investments being made by operators for the implementation of MNP needs to recovered only from the consumers who want to port their numbers" and that "ordinary customers should not be penalised by increased tariffs and call charges." Idea Cellular has chipped into the debated by observing that service providers should be compensated for the one time CAPEX and recurring OPEX involved in MNP.

Strongly opposed to this line of argument, writes Philip, is CDMA operator Reliance Communications, which also launched GSM services earlier this year. The cellco asserts that since it costs less than Rs 50 (around one US dollar) for a prepaid subscriber to take a new connection, the porting cost should be lower than this figure and has suggested that the any fee charged to the individual consumer be fixed at Rs 20. If we are to believe the output of MTNL's number-crunching, Reliance Communications seems to be a strong advocate of spreading the much, much higher costs of MNP across a subscriber base most of which is not likely to be interested. Is Reliance motivated to take this position by its status as a new entrant in the GSM space? To do so, I would have thought, is to buy the idea that MNP helps new entrants and hurts incumbents. The last time DevelopingTelecomsWatch visited the MNP issue, we considered an alternative view - as articulated by Raymond Yu of telecoms think tank Ovum - that all MNOs are vulnerable to MNP-driven churn. Yu cites the cases of Greece and Lithuania, where the largest operators actually managed to increase their market shares immediately following the introduction of MNP.

Aside from this disagreement about how best to spread the cost of implementing MNP, what else might India's operators need to consider? ARPU may be one worry, reported Rajesh Kurup of the Business Standard in June, basing his article on a study by stokebrokers Angel Broking. This study indicates that ARPU would be negatively impacted by around 5% and that telcos' margins would also drop by 100-150 basis points and earnings per share estimates would be pruned by 9-21%. Angel Broking belives that an increase in subscriber acquisition and retention costs plus higher capital expenditure to improve service quality are also expected to exert pressure on margins and earnings growth.

What proportion of post-paid subscribers might be motivated to churn once they have the option of retaining their existing numbers? An EFYTimes article last month, drawing on a recently conducted Mobile Consumer Insights study by the Nielsen market research company, reports that around 18% of contract customers will change service provider once MNP is live. The figure is higher for customers of Tata Teleservices and Reliance Communications.

According to the study, around 55% of respondents were generally satisfied with their operator, but only 48% are satisfied with network quality. The operators are probably concerned by the fact that scores for network quality satisfaction were down compared to previous iterations of the Nielsen study. Bharti Airtel, BSNL and Reliance Communications have registered the biggest drops in this metric. According to the study, 43% of the people polled are satisfied with the price they pay for their service.

My feeling is that ARPU in India is already so low that differentiation by quality of service could prove to be a more powerful tool for any operators which cope best with this issue in India's highly competitive market. I don't imagine that competing more aggressively on price than is currently the case could be sustainable for very long.

India's operators may be interested to note that loyalty to operators is, according to the study, higher among lowest socio-economic groups, older age groups and among female customers.

Lots to think about, then, for India's numerous competing mobile operators. Let's see, however, if this end-of-year deadline for MNP going live is really going to be met. Past delays have been numerous and India would not be the only country in the world to see shifting deadlines as the many concerns about MNP are debated. Right now in Thailand, for example, while MNP regulations have come into force, it is not yet clear when mobile subscribers will be able to port their numbers as operators are not yet ready for the service, TelecomPaper reports.

MNP draws closer in India: How will cellcos be affected?

Vodafone to brave India's 'Internet graveyard'?

Thanks to Indian digital and media business watchers Medianama, I learned today that Vodafone Essar has gained the approval of India’s Foreign Investment Promotion Board (FIPB) for setting up as an ISP. The intention to do this, and to gain a National Long Distance Licence was reported by the Press Trust of India last month.

Medianama believe that while wanting an NLD license is understandable, the interest in an ISP licence is "intriguing." Their article wonders about the logic of this "when the last mile is still not open" and with "other telcos like Airtel and Reliance struggling to add wireline and broadband subscribers." The Medianama writer goes as far as describing India as an "ISP graveyard" with just 6.28 million Internet users in the country as of April 2009.

These figures are in line with the ones quoted by Australian telecoms industry research house BuddeComm, the synopsis of whose India Broadband Market report notes that by early 2009, "there were around 6 million broadband subscribers – a lowly penetration (by population) of less than 0.6%."

The Medianama article suggests possible reasons for Vodafone being optimistic about its prospective entry into the ISP market. One could be the cellco possibly planning to bid for a Broadband Wireless Access licence.

BuddeComm analysts, however, do not seem terribly excited by the country's BWA scene either, noting that "by early 2009, the number of WiMAX subscribers remained modest." On the other hand, some are more bullish regarding WiMAX. The organisers of a WiMAX-themed conference taking place next month in New Delhi, for example, believe that India is slated to become the largest WiMAX market in the Asia-Pacific region by 2013, citing an (unnamed) recent study which predicts India's WiMAX subscriber base hitting 14 million four years from now. The conference blurb says that "WiMAX will find relatively greater utility and less competition from competing technologies in smaller towns and villages" and that all of this "means that in the next four years about 20 per cent of the global WiMAX users will be in India", making it a USD 13 billion market.

Another reason suggested by Medianama for Vodafone being keen on an ISP play is some expectation that India's last mile will be opened up soon. The article notes that public sector telcos BSNL and MTNL are the country's largest ISPs due to their legacy ownership of copper to the home. I am not clear on when this status quo is set to be challenged. Without having watched the issue very closely, I recall that past calls for local loop unbundling in India have gone unheeded by the Government. The regulatory-best-practice-fanboy in me feels that this is misguided and that the better way forward is to enable anyone with the will to do so to set up an ISP. Not all of them would succeed, but the winners would offer lower priced services to a broadband-hungry population.

Perhaps, though, by not forcing the telcos it owns (BSNL, MTNL) to offer cost-based access to its infrastructure, the Indian Government feels it is protecting the interests of these two valuable state holdings. Another way of looking at it is to suggest that failing to unbundle the local loop has simply cut off a revenue stream in the form of the access fees.

Vodafone, then, seems to be heading into a potentially challenging space if it intends to make a serious go as an ISP in India. Let's keep watching.

Vodafone to brave India's 'Internet graveyard'?

Zain Africa Speculation Watch: Episode 5 - the Indian Connection

Here's an exciting new bump in the roller coaster rumour ride that is Zain Africa Speculation Watch the mini-series: today's Economic Times chucks Indian cellcos Bharti Airtel and Reliance Communications into the mix, citing a scoop from South African publication Business Day.

Of these two companies, my feeling is that it would be a major surprise if the former really is in contention when it comes to acquiring Zain's African business - not least because my understanding is that Bharti Airtel's mooted (and much discussed) link up with pan-African mobile group MTN exludes the possibility of either company approaching alternative partners/acquistion targets for some time yet.

What about Reliance Communications, then? The cellco, which operates both a CDMA network and a newer GSM network in India, is part of the Reliance-Anil Dhirubhai Ambani Group, which includes companies in the energy and financial services sectors. I'm not aware of this operator having previously made attempts to look beyond India for growth opportunities, but I've written here before about how intense competitive pressures at home might drive Indian MNOs to consider foreign adventures more seriously than in the past. Bharti Airtel aside, however, I'd only heard about the possibility of state-owned BSNL considering (and then dropping out of) plans to bid for a telecoms licence in Tunisia. If Reliance Communications were to expand its business into emerging markets/developing countries beyond the subcontinent, I would certainly understand the logic of it. Whether such a move would be on the scale of bidding for Zain's African operations, however, is something about which I could only make a guess.

Zain Africa Speculation Watch: Episode 5 - the Indian Connection

CDMA-alive-and-well Watch: good news from India?

For the last month or so, media, analysts and bloggers have offered comment about the news that India has overtaken China to become the world's largest CDMA market. This was announced last month by the CDMA Development Group (CDG), the trade association whose role is to foster the worldwide development, implementation and use of CDMA2000 technologies.

According to the CDG, "there are now more than 100 million CDMA subscribers in India". This figure, however, is some distance from the number provided by the Informa Telecoms & Media World Cellular Information Service, according to which there were 77.1 million Indian CDMA subs by the end of March. According to WCIS figure, this rose from 72.6 million as of December 2008 and 66.6 million as of September 2008 - fairly consistent growth of about 5 million subs per quarter. If the WCIS figure are accurate, it's hard to imagine a sudden leap to 100 million subs by late May.

As well as impressive-sounding subcription numbers, the CDG press release also featured warmly supportive quotes from India's two leading CDMA operators:

"CDMA is a technology that allows a rich telecom experience, especially on the data side, and we are confident that in the years to come that experience will only get better, especially as 3G arrives and we are able to unleash the full potential of applications and services," said Mr. Anil Sardana, Managing Director of Tata Teleservices.

"We remain committed to further grow and serve our ever-increasing CDMA customer base through innovative applications, superior network quality and service and attractive value-propositions," said Mr. S.P. Shukla, President, Wireless of Reliance Communications.

The latter quote is interesting in light of an assertion by Informa Telecoms & Media that "India’s Reliance has also been looking to sideline CDMA for GSM/WCDMA" - a comment made in the analyst firm's Asia Pacific Mobile Market Analysis and Forecasts report, which was released this month.

That phenomenon of CDMA operators favouring the W-CDMA/HSPA flavour of mobile broadband over the CDMA family EV-DO route is, of course, not unique. The Informa report asserts that South Korea's "CDMA stalwarts" SK Telecom and KT "are vigorously pursuing HSDPA." The report contends that this will further the degree to which CDMA operators face disadvantages when competing with GSM/W-CDMA rivals, stating that "as Asia Pacific operators jump on the HSDPA bandwagon, handset pricing will continue to fall, meaning that EV-DOrA operators will struggle to compete on handset price. The same argument applies to EV-DOrA network prices."

Whichever set of numbers you choose to work with, then, (the CDG's 100 million vs. Informa's 77 million), it will be interesting to observe for how much longer India's CDMA subs growth continues and is cited as evidence for CDMA technology being in rude health.

CDMA-alive-and-well Watch: good news from India?

Ad-driven MVNO concept ailing in Europe but set to succeed in India?

In March, I chewed over the question of whether India or one or more markets in Africa would be the most likely setting for genuinely successful MVNOs to gain traction. I came down on the side of India, notwithstanding the fact that earlier the same month I had commented briefly on regulatory wrangles which looked set to frustrate certain business models for prospective MVNOs in the country.

One possible new entrant in India, according to a Cellular News story today, could be Blyk. For anyone not familiar with this company, Blyk, positioned by its developers as a "totally new proposition", has been making headlines (in Europe at least) and, as I have observed, stimulating debate at telecoms industry conferences since its inception in 2007.

The Blyk business model has been built on a belief that young people (the offering has been targeted exclusively at 16-24 year olds) love to communicate, would like to do so without eating into their disposable income and can thus be persuaded to accept a certain amount of advertising being sent to their mobile devices in exchange for a free service.

The Finnish founders of Blyk, Pekka Ala-Pietilä and Antti Öhrling, contend that their offering to advertisers is also very compelling: "Blyk allows advertisers to reach young people using the only channel that they carry with them everywhere," says the blurb on Blyk's corporate website. Advertisers, runs the blurb, "can engage them in a dialogue, one that they are uniquely ready for, because they’ve opted in." The ad-driven MVNO says its advertising products are "based on the most dominant pattern of mobile behaviour among young consumers: getting a message and responding to it" so that "its offerings create awareness, build relationships and drive sales.

Will this resonate in India? Possibly, but there might be a number of questions asked. The Cellular News story quotes Sanjay Behl, head of branding and marketing operations at cellco Reliance Communications, who has expressed concerns about whether consumers would find the adverts too intrusive, while declining to confirm or deny if the company is in talks with the MVNO.

This kind of response is not new for Blyk. When the UK press covered the launch of the new service back in 2007, the main talking point seemed to be to what degree consumers might find mobile advertising irritating. The Guardian newspaper, for example, warned that advertisers would "have to be careful not to annoy their new users with the mobile equivalent of spam email."

Pekka Ala-Pietilä, once President of Nokia, responded to this challenge in the same article: "We will collect the profiles of the young consumers, or members as we call them, who use the service to find out their areas of interest," he said, adding that "by understanding the preferences of our customers, advertisers will be able to create very relevant campaigns."

It now seems that this model is indeed set to be brought to the Indian market. According to a recent MocoNews article, senior level recruitment is already underway and Blyk spokesperson Ann Sarimo has confirmed that the MVNO does indeed plan on doing business in the country.

How successful, then, has Blyk been in Europe? Well, while the company can claim to have had some impact in the UK markets, recent reports have focused on a scaling down of its ambitions to offer similar services on the same basis elsewhere.

Caroline Gabriel, for example, writing for Rethink Wireless, suggests that the Blyk variation on more standard MVNO business models "is now showing signs of strain", with the company "reported to be scaling back its efforts."

Gabriel talks in terms of Blyk's UK operation "only" having acquired about 200,000 subscribers, which, in her view, "suggests the model may be proving too limited to support Blyk's ambitions and those of its backers, especially at a time of advertising downturn." In Gabriel's article, Pekka Ala-Pietilä is said to have admitted that the economic crisis has forced the company to cut costs and streamline its operation, despite having raised an additional USD 51 million to support a planned expansion into the European mainland. Gabriel reports that even when these funds were raised, Blyk was indicating that it favoured a switch away from running full-blown MVNOs of its own, in favour of a new marketing strategy based on partnering with major MNOs and media companies. Gabriel suggests that the most likely route forward now is for Blyk to work with larger cellcos, perhaps to run an ad-supported strand of their business under the MNOs' brands rather than Blyk's own.

Around the same time, Mobile Today echoed Caroline Gabriel's thoughts, contending that Blyk "has declared it will freeze its expansion plans into Europe." This article, too, insists that "modest consumer take-up" and "investor reluctance" are the factors which have "grounded" the project. Blyk co-founder Antti Öhrling, now the CEO of the UK operation, is quoted as saying that the UK would be used as a 'proof of concept', i.e. a case study for selling the mobile advertising concept to other markets.

I had to smile when this article brought up comments made by John Strand of Strand Consult. Strand admits in his own bio that "being honest - and giving his honest opinion on current issues in the mobile industry has become [his] trademark - even when it means being controversial or treading on some toes." I have seen this at first hand at one or two conferences and remember sharing a joke with a colleague who is still in the telecoms conference production business, as I was for a good few years. We agreed that nothing was surer to rattle an august line-up of big name speakers from major telecoms businesses than a few particularly piercing questions from Mr. Strand. We couldn't decide if this was a good or bad thing for a conference organiser - good in terms of livening things up a bit, or bad in terms of scaring top-name speakers away from future iterations of an event.

The Mobile Today article reminded me of the comments Strand made when Blyk was first launched. Adopting his trademark style, Strand remarked then that he "would rather put his money on a lottery ticket." Last month, commenting on the reported scaling back of Blyk's ambitions, he said "it is a difficult proposition because you need a hell of a lot of advertising revenue to mae it work." Tell it like it is, John.

In the context of what can hardly be construed as good news about Blyk in its native Europe, it will be interesting to see how the mooted move into India plays out. Perhaps the sheer scale of the market there will enable the business model to prevail more successfully. That said, I have noted here before that while India's low overall mobile penetration and vast population appear to offer rich opportunities, the market is already so competitive that players such as BSNL and Bharti Airtel are increasingly looking to foreign adventures for further growth prospects, the latter having gained much recent coverage concerning a hoped-for link up with giant pan-African cellco MTN. So let's see if this competitive market does indeed offer a decent opportunity for Blyk and for any other innovative MVNO propositions.

Ad-driven MVNO concept ailing in Europe but set to succeed in India?