Outlook for Mobile VAS in India

Outlook for Mobile VAS in India

Published: June 2012

The Indian mobile VAS market has huge potential but growth will depend on how well the mobile operators and regulatory authorities can learn from international success stories, develop services to meet important subscriber needs and help to create opportunities for other value-chain players and new market entrants.
Shailendra Pandey, Senior Analyst, Informa Telecoms & Media


    The focus of mobile VAS in India is moving away from entertainment content towards deploying utility services. This is expanding the mobile VAS value chain and many new players have started to emerge, particularly in m-commerce, m-health, m-education and m-governance.


    The report Outlook for Mobile VAS in India provides a comprehensive assessment and analysis of India’s current mobile data services market and forecasts the expected growth of the market over the next five years. It discusses the key market trends and the growth potential of different mobile VAS and provides five-year forecasts (2011-2016) for mobile messaging, music, games, images, Video/TV, mobile Internet/ broadband, mobile payments/ banking and mobile social networking revenues in India.

    In particular, the report looks at the growing market for mobile utility services in India and discusses the emergence of new value-chain players in segments including m-commerce, m-health, m-education and m-governance. It also evaluates the growth potential of the OTT (over-the-top) mobile VAS market in India, considering the expanding value chain, growth of smartphone adoption, and greater availability of 3G, 3.5G and 4G services in the next five years.

    The report also discusses the evolving strategy of Indian mobile operators, handset vendors and VAS technology companies and provides recommendations for achieving future market growth.

    Countries covered: India

Data and Forecasts included in the report:

  • India, Mobile Subscriptions Growth, 2011-16

  • India, Mobile ARPU Trend, 2011-16

  • India, Handsets and Smartphones Sales, 2011-16

  • India, Mobile VAS Users as a %age of Total Mobile Subscribers, 2011-16

  • India, Mobile VAS Market Revenue Share, by Service Type, 2011 and 2016

  • India, mobile VAS usage growth, by service type, 2011 and 2016

  • India, ARPU by Service Category, 2011-16

  • India, Operator and Third-Party Share of Mobile VAS Revenues, 2011 and 2016

  • India, Mobile Messaging Revenues, 2011-16

  • India, Mobile Music Revenues, 2011-16

  • India, Mobile Games Revenues, 2011-16

  • India, Mobile Images/Wallpapers/Logos Revenues, 2011-16

  • India, Mobile Video/TV Revenues, 2011-16

  • India, Mobile Internet/Broadband Revenues, 2011-16

  • India, Mobile Payments/Banking Revenues, 2011-16

  • India, Mobile Social Networking Revenues, 2011-16

Key questions answered by this report::

    What is the market potential of various mobile VAS in India in terms of service users, usage and revenue generation?

    How is the market for mobile utility services evolving in India and which new players have emerged in recent years?

    What is the potential for the growth of direct-to-consumer/off-portal mobile VAS in India?

    How should Indian mobile operators, handset vendors, VAS technology companies, content providers and other value-chain players evolve their business to stay competitive and benefit from new market opportunities?

Companies covered by this research:

  • Aircel
  • Apollo Hospitals
  • Axis Bank
  • Bharat Berry Technologies
  • Bharti Airtel
  • BioQuest Solutions
  • Blyk
  • Buongiorno India
  • CanvasM
  • Celltick
  • COAI
  • Comviva
  • Deltics
  • DigiVive
  • DOT
  • Dr. Batra
  • EarlySail
  • Edserv Softsystems
  • EnableM
  • ESPN Mobile TV
  • Flytxt
  • G Cube Solutions
  • Geodesic/Mundu TV
  • HDFC
  • Hitah Systems
  • Hungama Mobile
  • IBM
  • Idea Brahma Consulting
  • Idea Cellular
  • IKSL
  • Indian Central Research Institute for Dry Agriculture
  • Imere
  • IMI Mobile
  • Infosys
  • Intuit GoConnect
  • Jataayu Software
  • Kerala State IT Mission
  • Kerala Women's Commission
  • Kirusa
  • Loop Mobile/Zipcash
  • Mauj
  • Madison World
  • mChek
  • Maestros Mediline Systems
  • mDhil
  • MobME
  • MosPay
  • MosPay
  • My Mobile Payments
  • Movida
  • Myriad Group
  • National Informatics Centre
  • NeGD
  • Netcore
  • Netxcell
  • NGPay/Jet Airways
  • Nokia
  • Nimbuzz
  • OnMobile
  • NPCI
  • One 97 Communications
  • Onyx Mobile
  • Oxicash
  • Oxigen
  • Poynt/Times Internet
  • PayMate
  • Real Networks
  • Rediff Mobile India
  • ROK Entertainment
  • Reliance Communications
  • SMS GupShup
  • Religare Technologies
  • Spice Digital
  • Reserve Bank of India
  • Standard Chartered Bank
  • Shemaroo Entertainment
  • State Bank of India
  • TRAI
  • Tata Teleservices
  • Tekriti Software
  • U2opia Mobile
  • Unique Identification Authority of India
  • Vodafone
  • UTV Indiagames
  • Vriti
  • Viacom 18
  • Whypoll/Canvasm
  • Y2CF/MusstBuy
  • Zyebo

New report format:

    New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a PDF file, designed to provide you with business critical intelligence which is easy to share with your colleagues.

Contributing authors:

    Shailendra Pandey, Senior Analyst, Content & Applications, Informa Telecoms & Media

Pricing Information
Outlook for Mobile VAS in India - hard copy
Outlook for Mobile VAS in India - single user pdf
Outlook for Mobile VAS in India - 2-5 user pdf