Mobile Value Added Services are those services that are not part of the basic voice offer and are availed separately by the end user. They are used as a tool for differentiation and allow mobile operators to develop other stream of revenue. Mobile VAS include non-voice advanced messaging services such as SMS, MMS and wireless data services based on wireless data bearer technologies such as WLAN, GPRS, WAP with VAS applications including mobile gaming. Mobile VAS also includes voice-based services such as PTT, IVR and WDA. According to a study conducted by IAMAI and IMRB, the Indian Mobile VAS market is expected to reach Rs. 26,000 crore by the end of 2012 and Rs 33,280 crore by 2013, growing at 28 percent. In the last three years, the average MVAS spent per month has risen by Rs 9 to stand at Rs.24 per month in 2012.
Average Revenue Per User (ARPU), Growth Drivers, Value Added Services, Mobile Value Added Services
