The Smart Techie was renamed Siliconindia India Edition starting Feb 2012 to continue the nearly two decade track record of excellence of our US edition.

August - 2012 - issue > Entrepreneur Talk

MVAS in India : Awaiting the Second Revolution

Rajesh Razdan
Co-Founder and Director-mCarbon
Tuesday, July 31, 2012
Rajesh Razdan
Noida headquartered mCarbon is a platform product company in network Value-added services space. The company has developed Greenroom, a unique and first of its kind "network app store". This enables the company to quickly roll- out various network based products in diverse consumer segments including Voice, Data, sms and devices. mCarbon's Greenroom is a network app framework deployed across leading operators in India. mCarbon is already servicing total base of over 400 million subs across all major telcos in India.

Current Scenario

Consumer preferences and growing awareness is changing the landscape of services worldwide and India is no exception. With BWA/3G and further 4G/LTE 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. Through the immense power of mobile devices, telecom operators have been able to provide voice connectivity to the most remote parts of the country. However, in the recent past Mobile-VAS (MVAS) has been driving the revenue for the operators.

Cricket, Bollywood, and Entertainment remain the top categories for MVAS apps. The new categories being worked out are around UGC, LBS, high-end segmentation, health, education and enterprise applications. Mobile phones today have moved beyond their fundamental role of communications and have graduated to become an extension of the persona of the user. We are witnessing an era when users buy mobile phones not just to be in touch, but to express themselves, their attitude, feelings & interests. Customers continuously want more from their phone. They use their cellular phones to play games, read news headlines, surf the Internet, keep a tab on astrology, and listen to music, make others listen to their music, or check their bank balance. Thus, there exists a vast world beyond voice that needs to be explored and tapped and the entire cellular industry is heading towards it to provide innovative options to their customers.

There is no doubt that the telecom industry has brought about enormous economic and social benefits in India in recent years. However, we have witnessed only the first stage of the revolution via the mobile phone. We are yet to experience another revolution via the mobile phone, one that will be enabled via non-voice services – typically referred to as Mobile Value Added Service or MVAS for short.

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