The Mint has a story about mobile VAS companies going direct to consumers. There are a few quotes by me:
Rajesh Jain, founder and chief executive officer at software solutions provider Netcore Solutions Pvt. Ltd. said mobile content providers would find it difficult to go directly to the consumer because billing remains a problem and because of that, mobile phone operators will dominate.
Operators need to realize that the market can only expand when you let a thousand flowers bloom, he said. Only with an open publishing platform is made open, will you see the next jump.
In China, content providers get 80% and in Japan they get 90% of the revenue, noted Jain, whose company has its own mobile portal. These changes are still a pipe dream.