MUMBAI: The Indian Value Added Services (Vas) market, which includes messaging, mobile internet, social networking and mobile payments, is expected to cross Rs 219.40 billion in 2010, up from Rs 166.50 billion in the earlier year.

The usage of Vas with 3G and BWA offers operators the opportunity to adopt differential pricing strategies for video content and caters to both the mass and niche market demands, said MTNL Mumbai executive director Gopal.
 
 
As India makes the transition to 3G and BWA, convergence will become a reality. By the end of the next decade, the distinction between voice and data will fade away, voice will be transmitted as data packets and high-end data applications will offer a wide range of services and benefits for consumers.

Said Gopal, "This trend is clearly demonstrated by the increased adoption of 3G in Asia and other parts of the world."

Gopal was addressing a Mobile Vas Conference on Impact of 3G and BWA on Mobile Vas, organised by Indian Merchants’ Chambers.  
 
IMC president Gul Kripalani said that there exists a vast world beyond basic telephony that needs to be carefully explored and the entire mobile industry was heading towards it to provide ever more novel options to their customers. Often spoilt by choice, mobile phone subscribers are beginning to choose their operators on the basis of the value-added services they offer.