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Indian Mobile Value Added Services Market –By VAS Type(Enterprise VAS and Consumer VAS), Player Types (Network operators, Content Providers, Content Aggregators, and Technology Enablers), Regions (Urban and Rural), Verticals/Applications (M Entertainment, M Commerce, M-Banking, M Information, M Health, M Education, M Agriculture, M Governance, and others) and Delivery Platforms: Drivers, Opportunities, Restraints, Trends, and Forecast to 2023

  • February, 2015
  • Domain: ICT - Telecommunications
Pages: 85
Tables: 40
Charts: 28
Regions/Countries: 1
Companies: 10
Enquiry Hours: 10
  • Get Free 10% Customization in this Report


The telecom players are offering advanced value-added services (VAS) to their customers. The significantly growing Internet and mobile subscriber base has led to the demand for VAS. Further, most of the industry players have considered that mobile is the best channel to reach billions of customers to promote their products and to offer services. The MVAS value chain players, such as telco carrier, content providers, and technology providers, are going to capture the revenue in the MVAS market. The rising demand for various digital MVAS services in both consumer and business sectors are expected to support for market growth. In India, the telecom players along with the government are investing in improving the infrastructure connectivity in rural regions to offer their services. In the urban region, MVAS players focus on providing additional VAS on mobile platforms due to the introduction of digital technologies.

Market Analysis:

According to Infoholic Research, the Indian mobile value-added service market is expected to grow at a CAGR of 7.22% during the forecast period 2017-2023. The rising working population, entertainment services, and increasing investment activities have led the demand for the MVAS market. The market is analyzed by regions, VAS type, users, players, delivery platforms, and verticals.

Segmentation Analysis: VAS Type and Regions:

The mobile channel is an effective and easiest means to reach the customers to offer services. Thus, the enterprise VAS type is receiving the investments from both SMEs and larger enterprises. Currently, the urban region is set to contribute the major market revenue compared to the rural region, but when it comes to consumption, the rural population plays a key role compared the urban population in terms traditional VAS usage than digitalized VAS.

Vertical Analysis:

M-commerce and m-entertainment industries are expected to take a lead role in terms of market share and market revenue. The rising demand for various banking methods, mobile money, and mobile wallets are driving the m-commerce growth. Mhealth, Mgovernance, and Magriculture are an attractive market for the key stakeholders. In addition, increasing Internet services, advanced SMS services, and demand for high-end content from the consumers are predicated to boost the MVAS market growth in the near future.

Key Vendors & Competitive Analysis:

Some of the companies covered in the report include IMI mobile, On Mobile Global Ltd, Spice Digital Limited, Mahindra Comviva, Airtel, Vodafone, Idea, Reliance Jio Infocomm Limited, and others. There has been an increase in the start-up players in the Indian MVAS market. The small players are focusing toward building an attractive digital-based application in the market, where as the market giants are facing price war competition due to the changing business model or services offered on a day-to-day basis.


The report provides an in-depth analysis of the market demand and the adoption rate of MVAS. The report aims to provide an opportunity for key players to understand the latest trends, current market scenario, government initiatives, and technologies related to the market. In addition, it helps the venture capitalists in understanding the profile of the companies.

Key Stakeholders:

Today, the telecom players are working towards improving the quality of services and better offering strategies to acquire and retain the customers. They have been coming with new services in the market owing to increasing competition level.


1     Industry Outlook  

1.1        Industry Overview

1.2        Industry Trends

1.3        Pest Analysis

2     Report Outline  

2.1        Report Scope

2.2        Report Summary

2.3        Research Methodology

2.4        Report Assumptions

3     Market Snapshot 

3.1        Total Addressable Market (TAM)

3.2        Segmented Addressable Market (SAM)

4     Market Outlook  

4.1        Overview

4.2        Market Definition

4.3        Market Trends

4.4        Porter 5 (Five) Forces

5     Market Characteristics 

5.1        Evolution

5.2        Value Chain

5.3        Market Segmentation

5.4        Market Dynamics

5.4.1     Drivers    Affordable Mobile Devices    Increasing mobile and internet subscriber base    Growing entertainment services

5.4.2     Restraints    Lack of usages and promotions    Low penetration in rural areas

5.4.3     Opportunities    Demand for LTE/4G technology in data market    Gear up– Low cost handset devices    Increasing enterprise and consumer demand

5.4.4     DRO – Impact Analysis

6     VAS Types: Market Size & Analysis 

6.1        Overview

6.2        Consumer VAS

6.3        Enterprise VAS

7     Delivery Platforms: Market Size & Analysis 

7.1        Overview

7.2        SMS

7.3        IVR

7.4        WAP

7.5        Others

8     Players: Market Size & Analysis

8.1        Overview

8.2        Network Providers

8.3        Content Providers

8.4        Content Aggregators

8.5        Technology Enabler

9     Areas: Market Size & Analysis 

9.1        Overview

9.2        Urban

9.3        Rural

10   Applications/Verticals: Market Size & Analysis 

10.1     Overview

10.2     mEntertainment

10.2.1  Overview

10.2.2  Key Facts

10.2.3  Key Drivers, Challenges and Opportunities

10.2.4  Key Trends

10.3     mCommerce

10.3.1  Overview

10.3.2  Key Facts

10.3.3  Key Drivers, Challenges and Opportunities

10.3.4  Key Trends

10.4     mHealth

10.4.1  Overview

10.4.2  Key Facts

10.4.3  Key Drivers, Challenges and Opportunities

10.5     mEducation

10.5.1  Overview

10.5.2  Key Facts

10.5.3  Key Drivers, Challenges and Opportunities

10.5.4  Key Trends

10.6     mGovernance

10.7     mAgriculture

11   Vendor Profile  

11.1     Vodafone Group Plc

11.1.1  Overview

11.1.2  Business Units

11.1.3  Geographic Revenue

11.1.4  Business Focus

11.1.5  SWOT Analysis

11.1.6  Business Strategies

11.2     Bharti Airtel Limited

11.2.1  Overview

11.2.2  Business Units

11.2.3  Geographic Revenue

11.2.4  Business Focus

11.2.5  SWOT Analysis

11.2.6  Business Strategies

11.3     IMI Mobile Pvt ltd

11.3.1  Overview

11.3.2  Business Units

11.3.3  Geographic Revenue

11.3.4  Business Focus

11.3.5  SWOT Analysis

11.3.6  Business Strategies

11.4     OnMobile Global Ltd

11.4.1  Overview

11.4.2  Business Units

11.4.3  Geographic Revenue

11.4.4  Business Focus

11.4.5  SWOT Analysis

11.4.6  Business Strategies

11.5     Mahindra Comviva

11.5.1  Overview

11.5.2  Product Portfolios

11.5.3  Geographic Revenue

11.5.4   Business Focus

11.5.5  SWOT Analysis

11.5.6  Business Strategies

11.6     Spice Digital Limited

11.6.1  Overview

11.6.2  Business Units

11.6.3  Geographic Revenue

11.6.4  Business Focus

11.6.5  SWOT Analysis

11.6.6  Business Strategies

11.7     Reliance Jio

11.7.1  Overview

11.7.2  Business Units

11.7.3  Geographic Revenue

11.7.4  Business Focus

11.7.5  SWOT Analysis

11.7.6  Business Strategies

11.8     Predominant Players

12   Companies to Watch for 

12.1     Mobile2Win Pvt. Ltd

12.1.1  Overview

12.1.2  Key Offerings

12.1.3  Objectives & Progress

12.2     Value First Digital Media Pvt. Ltd

12.2.1  Overview

12.2.2  Key offerings

12.2.3  Objectives & Progress

12.3     ACL Mobile Limited

12.3.1  Overview

12.3.2  Key offerings

12.3.3  Objectives & Progress

13   Competitive Landscape

13.1     Competitor Comparison Analysis

13.2     Market Landscape



Research Framework

Infoholic research works on a holistic 360° approach in order to deliver high quality, validated and reliable information in our market reports. The Market estimation and forecasting involves following steps:

  • Data Collation (Primary & Secondary)
  • In-house Estimation (Based on proprietary data bases and Models)
  • Market Triangulation
  • Forecasting

Market related information is congregated from both primary and secondary sources.

Primary sources

involved participants from all global stakeholders such as Solution providers, service providers, Industry associations, thought leaders etc. across levels such as CXOs, VPs and managers. Plus, our in-house industry experts having decades of industry experience contribute their consulting and advisory services.

Secondary sources

include public sources such as regulatory frameworks, government IT spending, government demographic indicators, industry association statistics, and company publications along with paid sources such as Factiva, OneSource, Bloomberg among others.

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