Mobile Value Added Services: The Next Wave

PwC India launched the 'Value Added Services: The Next Wave – Connect with the Consumer' on 30 March'11 nationally. The report says that the Mobile VAS market has a potential to generate over Rs. 50,000 crore. PwC undertook a detailed and wide scale market research with the objective of understanding the behaviour of Indian mobile subscribers towards VAS and off take of services in future. The research focused on urban India (wherein respondents were spread across different Socio Economic Classes (SEC), age groups, education, backgrounds, working status) and it covers 1050 respondents across 10 cities - Delhi, Mumbai, Hyderabad, Bangalore, Chennai, Bhubaneswar, Kochi, Ahmedabad, Pune and Kolkata.

With BWA and 3G network roll outs, speed that so long has been a deterrent for overall VAS adoption, is now a key enabler that will drive adoption of VAS. It is now time for India to evolve from the well established Mobile Messaging and commoditised voice play to focus on customer segmentation based data play. This report provides insight on the issues that are holding back the growth of Mobile VAS in India and map future consumer preferences. The report also assesses the current state of VAS ecosystem and how it will evolve and indicates that the mobile VAS market has a potential to generate over INR 55,000 crore by 2015.

The report features primary research based analysis and our view on the MVAS opportunity and strategies. The report includes consumer awareness levels, current usage, likely future adoption vis-à-vis VAS services and also projection on the revenue potential.