With the new as well as future mobile subscriber additions likely to come from rural markets, VAS industry players foresee a significant market for local content to be incorporated in VAS offerings. They estimate the size of regional VAS market at Rs. 850 crore and expect it to double in two years.

Bharti official is reported to have stated that 50% of its content for services like music on demand and one-third of its caller ringtones are regional. Regional content primarily comprises of any Indian language other than Hindi.

VAS solution firm Cellebrum claims to have developed information services available on 18 Indian languages. Nokia too has announced that it will include local content in its soon to be launched Ovi VAS offerings.