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Talk is cheap – literally speaking – in India. With Indians enjoying some of the lowest per-minute mobile tariffs in the world and a literacy rate of below 50 percent, it comes as no surprise to learn that the typical Indian consumer dislikes interacting with their handset outside of using the dial-pad to key in telephone numbers. Nevertheless, in such a challenging environment, some operators are reporting healthy value-added services (VAS) revenue contribution rates from Astrology, Bollywood, and Cricket (ABC) content.
More than 55m people in India now own a mobile phone. Voice still generates nearly 93 percent of revenue, value-added services (VAS) revenues are balancing the receding ARPS faced by the Indian mobile industry. Currently at US$12, average APRS have fallen by 55 percent over the past four years. Fortunately, data ARPS has grown by 45 percent over the same period. Pyramid Research expects data ARPS to grow an additional 145 percent by 2010 from consumers increased up-take and usage of VAS revolving around ABC-related content. Information on the move is becoming an essential revenue driver and with an increasing number of color display handsets, mobile services, such as ring tones, ringback tones, live scores and astrology, will continue to gain popularity with the Indian consumer.
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Supplementary Research:
India Intelligence Report (August 2007)
MObile Advertising, MOre Money: Dissecting Next Generation MNO Advertising Models (November 2006)
India Mobile Forecast (Live document, updated quarterly)
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