Growing Mobile VAS in India: An MVAS Agenda for India

Here are some measures that need to be taken in the short-term:

  1. SMS interconnect charge issue resolution
  2. Better implementation of national do not call (NDNC) registry
  3. Short code registry to make short codes like domain names so they can be centrally registered and can work across all operators
  4. DoT to accept TRAI MVAS recommendations submitted in February 2009
  5. Local Indian languages to be supported on all handsets

Over the long-term, there are more actions which can help grow the industry:

For on-deck services, operators can charge what they want and do whatever revuenue shares they want with VAS players. The future of the MVAS industry lies in the facilitation of growth for off-deck services.

So, what is the potential for the MVAS industry in the years to come in India? And what is the bigger opportunity?

Continued tomorrow.

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