Mobile Value Added Services In India To Cross $6 Bn
M- health: Leading telcos such as Vodafone, Airtel and Aircel are partnering healthcare companies to deliver m-health services. The service includes locating hospitals, fixing appointments, registration of patients, getting medical advice, facilitating treatment, and seeking blood donation.
M- governance: Many Indian states such as Kerala, Gujarat, Bihar, Goa and Andhra Pradesh have initiated m-governance practices primarily through SMS-based platform.
M-education: Major telecom players are enabling mobile as a platform for imparting education. Aircel and MTS are partnering NGOs for educational initiatives aimed at underprivileged children. Reliance Communications is delivering interactive, real-time courses across 105 cities. Airtel is imparting education through IVR (interactive voice response) which includes English-speaking courses at basic level.
M-commerce: Telecom carriers are increasingly taking interest in m-commerce services. Reforms are encouraging telcos to offer services such as m-microfinance, m-retailing, and mobile-wallet services. Some of the recent government initiatives include increasing mobile payment limit to INR 50,000 by RBI, and the creation of Interbank Mobile Payment Service (IMPS).
M- agriculture: These services bridge the information gap between farmers and market conditions. Key services include commodity prices, local info, weather updates, multiple language support, and so on. Reliance communication provides its service, called Grameen VAS, while Airtel has a service it named, Bahtar Zindagi, for the rural farmer.
M-infotainment: Almost all leading telecom companies provide information and entertainment-related services. Infotainment is the largest contributor to overall MVAS revenue. This segment covers categories such as sports, travel, news, ringtones, music, and videos.
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