The Indian mobile value added services market (MVAS) is growing at a rate of 28 per cent and is expected to reach INR 26,000 crore by the end of 2012, as opposed to INR 19,700 in 2011. According to the latest IAMAI-IMRB report titled Mobile VAS in India, the MVAS market is estimated to reach INR 33, 280 crore by 2013 (figure 1).
The current MVAS segment consists mainly of CRBT (27 per cent) and SMS-based applications (17 per cent), while the emerging MVAS consist mostly of mobile apps (10 per cent) and games (8 per cent). These have enhanced content and require higher data usage. Emerging VAS category garners 37 per cent market share and is predicted to be the most sought after services of the future (figure 2).
The report further highlights that the average MVAS spend per month by a user has risen by INR 9, from INR 15 in 2009 to stand at INR 24 per month in 2012 (figure 3).