Here is how the Mobile / Cellular Value Added Services Market Stacking up in India.

Delivery Platform is SMS:

  • Entertainment – SMS, CallBackRingTone , Wallpapers, Quiz and Jokes
  • Alerts and News – Cricket Alerts, News, Astrology, Banking Info and Travel alerts
  • Commerce – Mobile banking, Ticketing, Travel bookings
  • Social VAS – Advertising and Local search
  • Enterprise- VAS – Push Advertising, Location based Service, Group Messaging and Enterprise IM

Delivery Platform – IVRs

  • Entertainment- Religious Chant and Music on Demand
  • Alerts – Astrology and Vastu
  • Commerce – Mobile Banking and Ticketing
  • Social VAS – Voice SMS
  • Enterprise – IVR based call centers

Delivery Platform – WAP Portal

  • Entertainment- Video Clips, Mobile Games, Radio and Themes
  • Alerts – Movies, Stocks, News tickers
  • Commerce – Banking and Ticketing
  • Social VAS – Mail, Chatting, Greetings, Dating and Search
  • Enterprise- Mobile e-mail

MVAS market is estimated around Rs 90 bn in 2009 which represents an 8-9% of total revenues for telecom operators. Going forward, higher revenue contribution from Non-SMS (64% currently) is expected. In the medium term SMS related entertainment services and Internet services are expected to drive VAS industry.