The study was conducted among the students of a premier Management Institute to know more about the VAS users and their needs. The survey covered tier 1 and 2 cities and rural areas and the sample size was about 1500+. Targeted segment were usually users of low cost phones from every segment of the population. 

Initial findings suggested that the major users for VAS services are students. It’s been found that the average spent on VAS was less than Rs.50 but in future if they get the right services, 50% of the students are ready to pay more than double for services. 

The major services that were focused on were Infotainment, MCommerce, M Health, M Education and Agricultural. These services are the most used and sought after. There is also a huge demand for newer services in future as well. 

Currently services and applications for music downloads, social networking, video and mobile gaming are the most used services. Half of the users surveyed were avid users of these services. 

In the near future demand for services like Social Networking, Music and Video downloads will keep on rising. Demand for Bill Payments has risen by much more than 500% of current demand and usage. 

Demand for services like Job Search, Travel Info and Health Advice and Tips are more than 100% than the current numbers. Infotainment services like access to News and Jokes also see more than 100% future demand. 

Apart from services, two more important findings indicate that price is a major issue for minimal use of VAS services and that the major medium through which they know about the services are through SMS and Advertisements. 

The survey provides a clear picture as to the present state of VAS users and their needs and requirements in the future. MoMagic is using the information available from the survey and plans to implement it to a certain extent for the large number of VAS users in India.