Description
In India, MVAS has become a big part of the mobile user`s life today.
With over 450 million mobile phone subscribers in India today & having the second largest subscriber base in the whole world - Indian Telecom Industry has started witnessing an era when Users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings & interests.
In India - Mobile phones today have moved beyond their fundamental role of communications and have Graduated to become an extension of the persona of the user. Customers continuously want more from their phone. They use their cellular phones to play games, read news headlines, surf the Internet, keep a tab on astrology, and listen to music, make others listen to their music, or check their bank balance. Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire Cellular industry is heading towards it to provide innovative options to their customers. Spoilt by Choice, the mobile phone subscribers are beginning to choose their operators on the basis of the Value added services they offer. The increased importance of VAS has also made content Developers burn the midnight oil to come up with better and newer concepts and services.
With voice increasingly becoming a commodity & the current Mobile VAS industry being expected to touch Rs 16520 crore by end June 2010 from current level of Rs 5780 crore the MVAS industry is attracting wireless operators, handset manufacturers, content developers, music & film companies, cartoon artists, game makers and musicians for ring tones, music, gaming, sports, mobile imagery, WAP, wall papers, logos, SMS based contests and streaming audio & video.
