As the telecom industry is witnessing expansion not only in the metros but even in small locations, the supremacy of VAS as the key factor influencing loyalty of telecom subscribers, most importantly increase in ARPU (Average Revenue per User) and bottom lines of telecom operators amidst growing competition and change in cut-throat market ecosystem.
Experts close to the industry feel that this tremendous growth is going to make VAS as a USD 160 Billion Dollar market by end of 2012 attributing to more than 30% of the total telecom operator’s revenues. And it is the maturity in standards proposed by industry organizations like 3GPP and Open Mobile Alliance both for emerging GSM and CDMA Networks that are evolving into 3G and 3.5 G (HSDPA) Networks & supported by initiatives adopted by them involving IN (Intelligent Networks) and IMS (Internet Multi-media Subsystems) on the Network Side. Development of these standards and initiatives are helping operators are positioning VAS in a better way and push VAS solutions and services for their end customers.
And it is important to note that evolution of advanced mobile computing platforms based on J2ME, mobile Linux, advanced JAVA for mobile applications, Symbian OS platforms (UIQ & S60), Windows Mobile, BREW, streaming technologies like RSS, XML, ATOM, NewsML and integration concepts like SOAP etc. powered with enhanced battery life and handset technologies are fueling the adoption of advanced mobile entertainment services. All this is driving better synergies towards VAS adoption in the telecom ecosystem.
In a complex market scenario, depletion of basic telecom revenues to increased competition and in some markets it is the termination of monopolies paving way to competitive and complex market space. All this is contributing to the increased emphasis being given to VAS and moving forward this is likely to further drive better VAS adoption, benefiting the end user.
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