Ever noticed how people keep checking their mobiles from time to time for messages and calls? This happens almost like reflex action and people face withdrawal syndromes if they are separated from their mobiles! The urge to stay connected and engaged is uncontrollable…!

While the brand of phone you carry can be restricted to your budget, what you have on your phone is more of an extension of your personality. You get to know the person even before you have spoken to him/her just by listening to the caller tone. This need for “personalization” and mass connectivity has created a new business segment called “Value Added Services” more popularly known as VAS. Whatever you do other than just talking on the phone, those services fall under this banner. VAS broadly comprises SMS, Caller Ringback tones (CRBT), Content and Application services. In fact SMS (Short messaging system) was the first VAS introduced while the SIM Tool Kit (STK) like the option to call a taxi or a pizza embedded on the SIM card was the next VAS that thrilled the consumers. Ringtones and Ringback tones were groundbreaking developments in the history of VAS.

Apart from making calls and messaging, what else do we do with our mobile phones? Click photos? Play games? Update FB and Blogs? Tweet? Check mails? Surf the Internet? Chat Online? Download songs and Movies? Book Movies / Flight Tickets? Trade online or Check Bank Balances? And still we continuously keep demanding more and more from our phones. There is a new generation of consumers who use mobiles like portable, handy, ever connected laptops. Moreover they are willing to pay for applications that make this happen.

Currently a range of VAS are being offered by service providers in India which can be categorized into entertainment related VAS, information related VAS and mCommerce related VAS. Entertainment related VAS includes downloading ringtones, caller ringback tones, games and so on. Information related VAS include information regarding movie tickets, news, stock updates and education, while phone banking services and online trading facilities comprise a part of mCommerce related VAS. The roll out of 3G connectivity will only make it easier and faster to consume services on mobile. Mobile VAS is a very promising area for handset vendors, consumers as well as mobile operators.

• People like watching Live TV on their mobiles. Availability of all popular channels on the phone will ensure they don’t miss their favorite shows/match. Now the question is obvious - When one can watch TV, why not movies? Sure, consumers can watch their favorite movies (yes full length movies) on mobile as well!


• Games dominate the mobile applications market. There are various options like single player and multiplayer, free and paid, branded and unbranded. We see people playing games while waiting, traveling, in social gatherings… and where not!! This addictive element combined with the ease of access via mobile makes it the most used m-app.


• Games are closely followed by entertainment related applications like full song and video downloads. Wallpapers and Ringtones continue to be mass products. Ring Back tunes will soon be converted from pure audio to video.


• Applications that help you to create your create your unique “avatar” and share it with your network are getting much more popular. Most of the popular social networking applications are already available on mobile. Users will get increasingly hooked to staying “connected” by using these applications. Auto uploads of photos to the web will enable you to share easily and also have a backup.


• The use of Utility applications like mobile banking, bill payments, stock info et al are getting popular day by day. Mobile transactions are the least expensive for Banks and hence they are promoting it vigorously.


• Mobiles will become an indispensible and inseparable part of your life as it will serve the purpose of Laptop, Newspaper, TV, Library, Games console, Watch, Book, Radio/ Music System, Photo Album, Wallet and more!


• The accessibility and reach of mobile is invaluable to advertisers and service providers. Brands will move from traditional advertising mediums to mobile platforms. Video and text Ads, contests, rewards, celebrity interactions – all activities will be delivered on your cell phone. Just like teleshopping, it would be only a matter of time before you are tempted to click YES to one of the numerous offers that will be broadcasted through phones. Registering on ‘Do Not Call list’ would have little impact on the advertising that will reach you through m-apps.