The MVAS segment, which comprises ringtones, SMS-based applications (live cricket updates, horoscope, contests, and wallpapers), is expected to grow 28 percent from the current level of about Rs 26,000 crore in 2012, the report said.
“Even though the average revenue per user (ARPU) has declined over the years, the per-user spent on MVAS has gone up by 28 percent in the last one year and is now 27 percent of the ARPU,” the report said.
The dependency on voice services is reducing and to increase the ARPU, the emphasis must be put on data services such as MVAS, it added.
The current MVAS consists mainly of ringtones (27 percent) and SMS-based applications (17 percent), while emerging ones consist mostly of mobile apps (10 percent) and games (8 percent), among others.
In the coming years, even though the ARPU wi ..