Mobile-VAS market worth Rs 48,200 Crore by 2015

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As more and more converged devices are being unleashed in the Indian market, it is building an ideal platform for the operator community to push various focused VAS solutions at their set of customers.

As today’s voice upsurge is increasingly responsible for India’s telecom growth for the last decade, the upcoming decade is set to usher in an information era with the help of Mobile Value-Added Services (VAS), according to a FICCI-KPMG market study report. It estimates that the M-VAS market will reach to Rs 48,200 crore in 2015 from Rs 12,200 crore in 2010.

Over the past many years, Mobile VAS is being taken pretty seriously by the operator community and almost all the leading operators have invested heavily on getting their MVAS ready for their end customers, this is primarily driven by rapid growth in wireless subscriber base, the focus on data services and the increase in the uptake of 3G technology.

And now with convergence ruling the roost, there is huge demand for smart phones and other related converged devices in the country and this is set to create bigger and better opportunities for operators to push their VAS solutions towards their customer bases.

According to the report, non-voice, value-added services will drive future growth in the Indian wireless market. The launch of 3G services by telecom players is already increasing the demand for data services, especially in metro locations and other related urban regions. While M-VAS in urban areas is revolving around high-end applications, in rural areas empowerment of subscribers will come through basic utilitarian services such as m-healthcare, m-governance, m-banking and m-education.

Further highlighting down the challenges in front of the VAS market, the report says that today there is still a lack of compelling applications and highly localized VAS content that can appeal to the common masses, structural inefficiencies in the system is another big challenge and then there is this lack of consumer awareness on the VAS front that is being a big challenge towards better adoption of this technology. Moving forward, operators are expected to overcome these challenges by adopting better and coordinated strategies to propagate their VAS content towards their user side.