IAMAI has made this submission to the Telecom Regulatory Authority of India (Trai) in response to the recent consultation paper on mobile value added services industry issued by Trai, the association said in a release.    

The association said value added services (VAS) industry has contributed significantly to the growth and adoption of mobile telephony in India as well as to the revenue of the telecom companies in the last five years. Hence, it is imperative to have a level playing field between large telcos and small VAS companies.     

Among other suggestions, IAMAI has asked for a faster process of obtaining shortcodes, standardisation of the terms and conditions of access and interconnection and a transparent revenue sharing model between operators and VAS players.     

It also said that for MIS and reconciliation, a standard mechanism should be established. A variation of not more than 2 per cent between the service providers to be accepted as a standard and payments should be made within 60 days.     

In its submission to the regulator, IAMAI has also said that there should be some additional obligations on the current licensees in terms of maintaining a level playing field, alternatively, the MVAS industry should be treated as the single largest users of telecom services and their rights be protected, the release said.