It is a widely acknowledged fact that mobile usage is rising within India. Indian Mobile Value Added Services or MVAS is expected to cross US$ 4.6 Billion (Rs. 29,300 Crores) within this year itself, predicted a report jointly compiled by IAMAI and IMRB.
The MVAS market is presently pegged at an impressive figure of US$ 4 Billion (Rs. 26,000 Crores). It has grown dependably at rate of 15% on Year on Year basis. But this percentage is relevant only to the individual consumers. Services like Caller Tunes, Education, Wallpapers, Videos etc. account for the same. What’s interesting about the report is the fact that Enterprise Market will be majorly responsible for accelerated ascension of the MVAS market.
At the present rate, that is higher than individual driven MVAS, the Enterprise Market is expected to grow by 25% to reach Rs. 600 Crores (US$ 94.5 Million) within this fiscal year. For the next year, the market is expected to make jump of additional 5%, i.e. 30% growth is expected which will drive the collective monetary worth of the Enterprise MVAS market to Rs. 780 Crores (US$ 123 Million).
Though aforementioned services availed on individual basis account for the majority portion of the revenue, the corporate relevant services are the ones to look out for. Mobile based complete communication solutions have become a vital requirement for corporates. Coupled by data plans which are steadily getting cheaper owing to competition and affordable smartphones, corporates are eagerly adopting additional services for their pan-India staff. The most critical sectors for propelling MVAS are the internal Corporate Communications, Customer Relationship Management (CRM) Solutions, Web-based Conferencing and Cloud based services which include ERP as well as other routine services like e-mail.
The BYOD (Bring Your Own Device) trend has recently seen a significant spike. Interestingly, even companies and smartphone manufactures have understood the need of employees to use their personal devices for office work. Hence customers are increasingly using internet-based services which do not store data on the mobile device thereby enhancing security. This undoubtedly has opened up new opportunities for mobile service companies to offer data-bundled services.
Do you think MVAS should get cheaper to enhance its adoption or should telecom companies merely improve their services?