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Kirankumar Bhusanurmath

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The Indian mobile telecom industry has shown immense growth. As of March 2012, it reported 919.7 million mobile subscribers. The total urban mobile subscriber base stands at 596 million, while there are 323 million rural mobile subscribers in the country. However, the mobile telecom industry is challenged by decreasing Average Revenue Per User (ARPU) given the huge subscriber base but high expected future adoption rate of MVAS could help in increasing the ARPU. A varied demographic distribution, changing lifestyles and shift in consumer preferences amongst rural, urban, and sub-urban consumers, add further fillip to valued added services, which can yield high returns if implemented strategically. The Indian telecom industry is all set to register high growth rates with assorted MVAS products targeting particular segments of customers in variable price ranges.

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