MVAS Market Pegged at INR 26000 Crores by the end of 2012

By Team YS|4th Jul 2012
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The Mobile VAS market is growing at rate of 28% and is expected to reach INR 26,000 crores by the end of 2012. According to the latest IAMAI-IMRB report on Mobile VAS in India, the MVAS market is estimated to reach INR 33, 280 crore by 2013.


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Conventional MVAS services like Astrology, Bollywood, Cricket with CRBT, Ringtones, SMS Updates etc continue to dominate the market with 63% share. What is fascinating is the surge in Modern VAS that has garnered 37% market share. Comprising of services such as mHealth, mEducation, mFun, the modern VAS industry is set to be the most sought after services of the future. The below pie-chart provides an insight to the Conventional vs. Modern MVAS market


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In the last three years, the average MVAS spent per month has risen by INR 9 to stand at INR 24 per month in 2012. The percentage share of per user spend on MVAS in ARPU has been increasing gradually.

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