VAS TOP 10: #8 CanvasM : All Rounder

Since 2006, CanvasM created a niche for itself in the vast VAS ocean. Its mobile VAS offerings range from content to platform to applications to managing cross-domain partners to device certifications. It is a product from the JV between Motorola, Tech Mahindra, and Mahindra Satyam.CanvasM is a fully owned subsidiary of Tech Mahindra. The company registered revenue of Rs 120 crore in FY2011-12 showing a growth of 32 percent.

CanvasM has been focusing on VAS applications across multi-access networks including fixedline, cable, wireless, Wi-Fi, WiMax, GSM, CDMA, and UMTS.

The prominent solutions offered by the company include commerce enabled platform (CEP) which offers a range of real-time transactions; it provides mobile banking services on its unique and patented Mobile Transaction Platform (MTP); its Mobile Couponing application helps the registered users to select preferred category of purchase.

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Key Engagements

In February 2012, CanvasM collaborated with telecom service providers for enterprise mobility solutions & services. It offers full spectrum of services around enterprise mobility to TSPs-strategy consulting, pre-sales and business analysis support, development and managed services. These services accelerate & ease the path to market for telecom operators. CanvasM has also proactively built a suite of mobile solution for selected verticals. TSPs could launch these solutions for an early go to market.

In December 2011, CanvasM inked a deal with Tata DOCOMO for its ‘Saral Rozgar’. It is a utility based services targeted at the bottom of the pyramid, the blue-collar job segment. In November 2011, the company entered into a definitive agreement with Polaris Wireless, software based wireless location solutions provider.

With this association, CanvasM has set to tap location based services market in India, and this has enabled it to provide high-accuracy, network based wireless location solutions for the Indian market. In June 2011, CanvasM has joined hands with Rashtriya Rozgar Mission to offer employment services by connecting job seekers and employers directly through phone. The pan-India rollout of the services would be extended from the second quarter of 2012.

Competitive Edge

The company has targeted APAC, MEA, Europe, and North America regions; it has set up a leadership and sales team in these regions. It is working with tier-1 and -2 providers in the US, Middle East, Europe, and India. CanvasM operates on an open-innovation concept through 3 programs.

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Firstly, on an ‘Idea Factory’, a platform for all employees of the Mahindra Group to post their ideas about VAS segments, turning mobile end-users into customer satisfaction consultants who can tell us exactly what users want and need from their VAS. Secondly, it has initiated the InnoVAS University Outreach Program to co-operate with colleges and universities across India to generate new ideas.

Lastly, the company’s ideas on Apps platform-it organizes collaboration with external developers to cultivate new VAS products. It intends to take content delivery service to customers worldwide.

CanvasM was recently awarded at CMO Asia 2012 in Singapore. It won the Best CIO Award in 2 categories namely ‘Use of IT for a Social Cause’ for its FightBack service, a VAS to help fight crime against women; and the other award was in the category ‘Best Use of CSR Practices in IT Industry’ for Saral Rozgar which provides end-to-end solutions for blue-collared workforce needs.

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