Mobile value-added services (MVAS) in India currently face several challenges but also present opportunities for growth. Key challenges include the need for more customer education, technology limitations, declining average revenue per user, and over-reliance on intrusive selling. However, MVAS also offer opportunities such as leveraging retail channels, cross-selling services, customizing content for specific customer segments, introducing premium offerings, and utilizing new technologies like 3G to boost profitability and transform lives in rural India. If telecom providers can address the challenges, MVAS have the potential to become major revenue drivers.
3. MVAS : The Concept Content Partners Aggregators / Platform Providers Telecom Service Provider Customer
4. MVAS by Numbers Source : ‘Future of Mobile VAS in India, COAI, AUSPI Website, Idea Internal Figures and Estimates. Industry in India Rs. 6000 Cr Total Customers 330 Million VAS Spend per user/ Month Rs. 18.2 % of Total ARPU 9.6%
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