KIT: The mobile value-added services market in India

Strategic tools for the practising manager

Mobile value-added services (VAS) include messaging and premium content like music, video, TV, entertainment and information services.

The mobile VAS market is estimated to be over Rs 5,400 crore by end-2010.

It is expected to grow to over Rs 12,000 crore by end-2015.

Innovative content, improved customers service, affordability of handsets, and the operator’s focus on increasing awareness are some of the key factors that will drive the VAS market.

The restricted use of enterprise VAS will act as an obstacle in the growth of the segment.