India's mobile VAS market is growing at a rate of 28% and is expected to reach INR 26,000 crores (US$4.8 billion) by the end of 2012, according to the latest IAMAI-IMRB report. In addition, the MVAS market is estimated to reach INR 33,280 crore (US$6.1 billion) by 2013.

Conventional MVAS services like Astrology, Bollywood, Cricket with CRBT, Ringtones, SMS Updates etc continues to dominate the market with 63% share.

Comprising of services such as mHealth, mEducation, mFun, what they call "Modern VAS" is set to be the most sought after services of the future.

In the last three years, the average MVAS spent per month has risen by INR 9 to stand at INR 24 (US$0.44) per month in 2012. The percentage share of per user spend on MVAS in ARPU has been increasing gradually.