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According to a report by the Internet and Mobile Association of India (IAMAI), the Mobile VAS market in India could be an INR 671 bn market by 2015 contributing to 31% of overall wireless revenues. This growth will be driven mainly by mobile data (both on handsets and dongles / connected computing devices) contributing 54% of the overall MVAS market by 2015. Non-voice revenues are expected to grow to contribute 51% to overall incremental wireless revenues in 2015.

According to IAMAI, innovation, open garden approach and transactional applications could make the data revolution happen. Commenting on the importance of innovation and open garden approach, Vishwanath Alluri, Founder, Chairman & CEO of IMI Mobile said, “The Operators should realize the need for innovation through collaboration. They should start opening their network assets for businesses to exploit in order bring the full value of mobile medium for enhanced productivity, customer engagement and retention. This can unlock the value of the hitherto dormant assets.” Alluri said this ahead of the India Digital Summit, digital India’s annual flagship event.

Talking about transactional applications, IAMAI President Dr Subho Ray mentioned, “We have one staring on our face in the form of mobile commerce and mobile money, we need to make it work as it remains a significant long term opportunity”. “The 2 million plus points of sale of the operators and a progressive regulator and make m-commerce the killer app”, he added.