MUMBAI: While the mobile Value Added Service (mVas) market
is expected to grow to Rs. 671 billion by 2015 which would
account for 30 per cent of mobile revenue, there are challenges.
One challenge is the lack of consumer trust in data services.
The focus of operators should rest on building relevance of
services to the consumer.
point was made at the Mobile Innovation Conference organised
by IAMAI. Idea Cellular MD Himanshu Kapania spoke on 'Services
Beyond Voice and SMS'. He noted that handset users have to
be made aware of the benefits of accessing the net. For Vas
revenues to grow, technology, big ideas and platforms are
needed to help the process but consumers also have to believe
in the value. "For mobile data to grow in terms of revenue
you need a great network. At the same time you cannot leapfrog