Mobile Vas in India, August 2008

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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 Pillars of MVAS ............................................................................................................................ 24 3.5 Mobile VAS in rural market ....................................................................................................... 27 4.0 Understanding MVAS Ecosystem ................................................................................................. 28 4.1 Understanding the role of various entities ............................................................................... 28 4.2 Role overlapping .......................................................................................................................... 31 4.3 Revenue distribution ................................................................................................................... 31 4.4 The key factors playing role in revenue distribution ............................................................. 32 4.5 Regulation of MVAS market ...................................................................................................... 33 4.6 Comparative analysis of roles and challenges of various stakeholders .............................. 35 5.0 Mobile VAS access modes .............................................................................................................. 36 6.0 Mobile VAS access devices ............................................................................................................. 39 7.0 3G and its impact in Indian MVAS market .................................................................................. 43 7.1 Defining 3G ................................................................................................................................... 43 7.2 Analyzing strengths and weaknesses of 3G............................................................................. 43...
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