Mobile Vas in India, August 2008
Mobile VAS in India, August 2008
Mobile VAS in India
A Report by IAMAI & eTechnology Group@IMRB August 2008
1
IAMAI & eTechnology Group@IMRB
© Internet and Mobile Association of India, 2008
Mobile VAS in India, August 2008
© Internet & Mobile Association of India (IAMAI), 2008
All rights reserved. No part of this report may be reproduced, either in part or in full, without the prior permission of Internet & Mobile Association of India
2
IAMAI & eTechnology Group@IMRB
Mobile VAS in India, August 2008
Table of Content Executive Summary ................................................................................................................................. 4
1.0 The Indian Mobile Telephony Market – An Overview ................................................................ 8
2.0 Need for MVAS ................................................................................................................................ 15
3.0 Mapping Mobile Value Added Services ....................................................................................... 17
3.1 Defining VAS ................................................................................................................................ 17
3.2 Understanding Different MVAS categories ............................................................................. 19
3.3 Perceived & Practical value of various categories of MVAS ................................................. 22
3.3.1 Perceived & Practical value of Entertainment VAS ............................................................. 22
3.3.2 Perceived & Practical value of Info VAS ............................................................................... 23
3.3.3 Perceived & Practical value of Mcommerce.......................................................................... 23
3.4
Mobile VAS in India
A Report by IAMAI & eTechnology Group@IMRB August 2008
1
IAMAI & eTechnology Group@IMRB
© Internet and Mobile Association of India, 2008
Mobile VAS in India, August 2008
© Internet & Mobile Association of India (IAMAI), 2008
All rights reserved. No part of this report may be reproduced, either in part or in full, without the prior permission of Internet & Mobile Association of India
2
IAMAI & eTechnology Group@IMRB
Mobile VAS in India, August 2008
Table of Content Executive Summary ................................................................................................................................. 4
1.0 The Indian Mobile Telephony Market – An Overview ................................................................ 8
2.0 Need for MVAS ................................................................................................................................ 15
3.0 Mapping Mobile Value Added Services ....................................................................................... 17
3.1 Defining VAS ................................................................................................................................ 17
3.2 Understanding Different MVAS categories ............................................................................. 19
3.3 Perceived & Practical value of various categories of MVAS ................................................. 22
3.3.1 Perceived & Practical value of Entertainment VAS ............................................................. 22
3.3.2 Perceived & Practical value of Info VAS ............................................................................... 23
3.3.3 Perceived & Practical value of Mcommerce.......................................................................... 23
3.4