With the kicking-off of the 3G spectrum, Value Added Service (VAS) players are gearing up to effectively leverage the technology.
Global VAS solution provider, Bharti Telesoft, considers 3G an opportunity that would allow players to introduce high-end services not available earlier.
"With third-generation guidelines in place in the telecom sector, the business metrics of telecom players in India is all set to undergo a change," Bharti Telesoft Chairman Manoranjan Mohapatara told PTI.
The launch of 3G services in India is expected to create a shift from volume-based to high-end markets, he said.
Mohapatra described 3G as an opportunity to port rich media on the mobile with operators being able to provide innovative and enhanced services due to greater availability of bandwidth.
"It would also act as a revenue-generating tool for operators. Besides, there would be increased services of Internet on mobile phones," Mohapatra said.
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Once the auction procedure is over, operators would partner with VAS players to offer high-end services to their subscribers.
Scenting a huge opportunity in 3G spectrum, Bharti Telesoft is already in talks with a few leading operators, Mohapatara said.
Content would be a bigger driver for 3G than handsets, he said.