It’s tough to charge you premiums for making calls nowadays with the cutthroat battle for market shares in the Indian telecom sector.

It’s tough to charge you premiums for making calls nowadays with the cutthroat battle for market shares in the Indian telecom sector. As a logical follow through, companies are looking for attractive avenues to improve their ARPUS, and it is here that mobile VAS services come to the rescue. According to a recent report by the Internet & Mobile Association of India (IAMAI), the VAS industry in India is estimated at Rs.28.5 billion and is expected to grow by 60% to touch Rs.45.6 billion by the end of 2007.

It’s the right time to exploit all emerging opportunities in the mobile communications space. Sanjiv Mittal, CEO, Bharti Telesoft (VAS division of Bharti Enterprises Group), elucidates, “Th e main opportunity is the vast amount of content that can be delivered via mobile. The key is to collect that broad range of content and ensure it can be packaged and delivered in a meaningful & appealing way to individual subscribers and subscriber segments.”

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Source : IIPM Editorial, 2006

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