Wipro Technologies and the Internet and Mobile Association of India (IAMAI) in a joint research report said the mobile value added services (MVAS) market will reach $9.5 billion in 2015, from $4.9 billion in 2012.
The report titled -- Future Thought of Business: MVAS -- predicts that the Indian MVAS market will grow at a compounded annual growth rate of 25 per cent between 2012 and 2015.
It said there are opportunities for different participants in the Indian MVAS market, including domestic mobile operators who could focus on providing better network and connectivity, and global operators who can increase their base by testing new VAS offerings in the Indian market.
Also, content and VAS technology providers can focus on developing personalised content based on consumer experience, and original equipment manufacturers who can innovate with low-cost smartphones and mobile devices to drive penetration, the report said.
"Basic informational mobile services are set to decline in India. We have found that India’s consumers will increasingly purchase enriched and transformational education, health, finance and entertainment services," Ayan Mukerji, Senior Vice-President, Global Head - Media and Telecom, Wipro Technologies said.
The research found that mEntertainment is the largest contributor to operator MVAS revenues and provides key opportunities in localised vernacular content, on-demand music and video content and live TV shows and events.
On the other hand, mEducation can play a key role in expanding the reach and quality of education in India through interactive English language learning services, competitive examination preparation solutions, tutor-on-call and vocational training.
mHealth has the potential to improve healthcare access and affordability in India, especially through remote diagnostics, chronic disease management and maternal care, it said.
Mobile phones will also play a key role in extending financial services to 40 per cent of India’s population who are unbanked. mFinance through mobile wallet services, mobile remittance services and business correspondence model-based services will contribute to MVAS revenues.
"By forging mutually agreeable partnerships, we can improve customisation and localisation of content and create services with a compelling consumer value proposition,” Subho Ray, President, IAMAI said.
The research involved over 450 consumers and providers of MVAS in India to identify the major drivers and barriers of the Indian MVAS market and provide insights that will help to grow this market.