While the telcos present in the Indian market have already matched each other levels as far as the pricing activities are concerned, but it is time that the VAS activities also go along hand in hand with a view to provide a new leap of growth to the industry.

While areas like technology, customer services and service offerings have seen the levels matched up over the last few years, it is the VAS activities that differentiate the companies from one other.

It is to be mentioned here that apart from the voice calling activities, all the other activities come under the VAS category and be it games, infotainment or m-commerce, VAS surely has a broad horizon.

There is no denying the fact that the VAS industry will become even more important as higher bandwidth becomes available to customers through 3G.

A study by the Internet and Mobile Association of India (IAMAI) shows that the industry has grown from Rs. 2,850 crore to Rs. 11,860 crore in less than a five year period. Kartikeya Watts, chief operating officer, Planet41 Mobi-Venture said that standalone VAS association is the need of the hour.