With falling average revenue per user (ARPU) in the domestic market due to hyper competition, Indian telecom service providers are focusing on value added services (VAS). MoMagic, a strategic partner for world’s leading mobile chipset company MediaTek, has developed applications that enable operators to offer VAS services in local language and easy to navigate.

For example, its dynamic handset portal can identify in which circle the handset was located and it can push local contents and billing code to the handset.

Based on the trend, the operators can also push “hot” contents in the menu to end user’s handset by the display arrangement defined by brand.

”The whole system has been developed in such a manner that it is user friendly. There is no need to remember codes for various services. Users can navigate easily”, said Arun Gupta CEO and Founder, MoMagic.