The Indian mobile telecom industry has shown immense growth. As of March 2012, it reported 919.7 million mobile subscribers. The total urban mobile subscriber base stands at 596 million, while there are 323 million rural mobile subscribers in the country. However, the mobile telecom industry is challenged by decreasing Average Revenue Per User (ARPU) given the huge subscriber base but high expected future adoption rate of MVAS could help in increasing the ARPU. A varied demographic distribution, changing lifestyles and shift in consumer preferences amongst rural, urban, and sub-urban consumers, add further fillip to valued added services, which can yield high returns if implemented strategically. The Indian telecom industry is all set to register high growth rates with assorted MVAS products targeting particular segments of customers in variable price ranges.

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Opportunities in the Indian Mobile Value Added
Services Industry - 2016

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© Gyan Research and Analytics Pvt. Ltd., 2013
Synopsis
The Indian mobile telecom industry has shown immense growth. As of March 2012, it reported
919.7 million mobile subscribers. The total urban mobile subscriber base stands at 596 million, while
there are 323 million rural mobile subscribers in the country. However, the mobile telecom industry
is challenged by decreasing Average Revenue Per User (ARPU) given the huge subscriber base but
high expected future adoption rate of MVAS could help in increasing the ARPU. A varied
demographic distribution, changing lifestyles and shift in consumer preferences amongst rural,
urban, and sub-urban consumers, add further fillip to valued added services, which can yield high
returns if implemented strategically. The Indian telecom industry is all set to register high growth
rates with assorted MVAS products targeting particular segments of customers in variable price
ranges.
The Indian MVAS industry reported unprecedented annual growth of 36 percent to reach USD 3,533
million in 2011. We estimate that the industry will touch USD 7,106 million by 2016, registering a
year-on-year growth rate of 15 percent. Already a significant rise in disposable incomes has
drastically changed the consumers’ spending pattern with regard to mobile devices and value added
services. This has been the major reason for the high adoption rate of Smartphones, loaded with a
variety of applications, especially among urban users.
The MVAS market has been broadly classified into four segments in this report, information services,
communication services, M-commerce and entertainment related MVAS. M-commerce and value
added entertainment services will be the primary growth drivers accounting for the highest adoption
rate among mobile users in the near future. Further, the growth potential of the different MVAS
segments will not only be confined to urban areas, but is also expected to register high adoption
even in rural parts of the country. Thus, along with the rise in demand from varied mobile value
added services in urban India, a considerable rise in mobile subscriber base in rural India promises
huge revenue potential for players in the MVAS value chain.

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SCOPE OF THE REPORT
 Indian Perspective of the MVAS Industry
 Market Size and Dynamics
 Major MVAS Initiatives in India
 Outlook of the Industry
KEY FEATURES DISCUSSED
 Indian Mobile Telephony Market Overview
 Industry Structure - India
 Mobile Phone subscriber Addition in India
 Operator-wise Market Share
 Mobile Phone Usage Pattern in India
 Market Segmentation
 Per user Expenditure on MVAS
 Future Adoption Rate of MVAS in India
 Profile of Key Players
BENEFICIARIES OF THE REPORT
 Companies in the Telecom Sector
 Companies Dealing in Content Aggregation
 Gaming Companies
 Business Research, KPO & Consulting Companies
 Government and Policy Makers
 Commercial and Investment Banks
 Individuals/Investors

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© Gyan Research and Analytics Pvt. Ltd., 2013
Table of Contents
1. Executive Summary
2. Overview of MVAS in India
3. Indian Mobile Telephony Market Overview
3.1 Drivers of the Indian Mobile Industry
3.2 Indian Mobile Phone Subscriber Addition
3.3 Operator-wise Mobile Subscriber Additions
3.4 Operator-wise Market Share
3.5 Mobile Phone Usage Pattern in Urban India
3.6 Mobile Phone Usage Pattern in Rural India
3.7 SWOT Analysis
4. Need for MVAS in India
5. Market Size
5.1 Per User Expenditure on MVAS
5.2 Future Segments of MVAS Revenue Generation
6. Market Segmentation
6.1 Components of MVAS delivery Services
6.2 Users of MVAS in India
6.3 MVAS Usage among Current Mobile Users in Urban Areas – Sample Study

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6.3.1 Communication MVAS
6.3.2 Information MVAS
6.3.3 M-Commerce
6.3.4 Entertainment VAS
7. MVAS Market Structure
8. MVAS in Rural India
8.1 Major MVAS Initiatives in Rural India
9. Drivers for MVAS
10. Issues and Challenges
11. Key Players
12. Outlook
List of Charts
Chart 1: Country-wise Mobile Subscribers - March 2012
Chart 2: Mobile Phone Subscribers in India
Chart 3: Outlook of Mobile Phone Subscribers in India
Chart 4: Mobile Phone Subscribers - Rural Vs Urban
Chart 5: Monthly Addition of Mobile Subscribers in India
Chart 6: Operator-wise Mobile Subscriber Addition in March 2012

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Chart 7: Operator-wise Market Share
Chart 8: Mobile Phone Usage Pattern in Urban India
Chart 9: Mobile Phone Usage Pattern in Rural India
Chart 10: Per Month ARPU & MOU of GSM Subscribers
Chart 11: Per Month ARPU & MOU of CDMA Subscribers
Chart 12: Market Size of MVAS in India
Chart 13: Outlook of Market Size of MVAS in India
Chart 14: Per User Expenditure on MVAS
Chart 15: Growth and Expenditure of MVAS per User
Chart 16: Expected Mobile Subscriber Segment - 2015
Chart 17: Share of Additional MVAS Revenue by Subscriber Segment (2015)
Chart 18: Communication VAS Adoption Level across User Profile
Chart 19: Video Calling - Comparison of Awareness and Adoption (Current and Future)
Chart 20: Video Calling – Future Adoption by Age Group
Chart 21: M-Commerce Adoption Level across User Profile
Chart 22: Adoption Level of Entertainment MVAS across User Profile
Chart 23: MVAS Value Chain of ACL Mobile
Chart 24: MVAS Value Chain of Affle
Chart 25: MVAS Value Chain of COMVIVA

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Chart 26: MVAS Value Chain of Geodesic Information Systems Limited Mobile
Chart 27: MVAS Value Chain of Indiagames
Chart 28: MVAS Value Chain of Jump Games
Chart 29: MVAS Value Chain of July Systems
Chart 30: MVAS Value Chain of Mauj
Chart 31: MVAS Value Chain of PayMate
Chart 32: MVAS Value Chain of Mobile2Win
List of Tables
Table 1: SWOT ANALYSIS
Table 2: Components of MVAS Delivery Services
Table 3: MVAS Users in India
Table 4: Snapshot of Communication MVAS
Table 5: Snapshot of Information MVAS
Table 6: Snapshot of M-Commerce VAS
Table 7: Snapshot of Entertainment MVAS
Table 8: Snapshot of MVAS in Rural Areas
Table 9: Company Insight – ACL Mobile
Table 10: Company Insight – AFFLE

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Table 11: Company Insight – COMVIVA
Table 12: Financials of Geodesic Information Systems Limited
Table 13: Company Insight – India Games
Table 14: Company Insight – Jump Games
Table 15: Company Insight – July Systems
Table 16: Company Insight – Mauj
Table 17: Company Insight – Paymate
Table 18: Company Insight – Mobile2Win

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© Gyan Research and Analytics Pvt. Ltd., 2013
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