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Mobile VAS in India to reach Rs 26,000 crore by 2012: IAMAI

According to an IAMAI-IMRB report on Mobile Value Added Services (VAS) in India, the mobile VAS market is growing at rate of 28 per cent and is
expected to reach Rs 26,000 crore by the end of 2012. The report further says
that the market is also estimated to reach INR 33,280 crore by 2013.

According to an IAMAI-IMRB report on Mobile Value Added Services (VAS) in India, the mobile VAS market is growing at rate of 28 per cent and is
expected to reach Rs 26,000 crore by the end of 2012. The report further says
that the market is also estimated to reach INR 33,280 crore by 2013.

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

Conventional MVAS services like Astrology,
Bollywood, Cricket with CRBT, Ringtones, SMS Updates etc continues to dominate
the market with 63 per cent share. There is also a surge in Modern VAS that has
garnered 37 per cent 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.

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