India: Digital Market Overview

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Mobile phone use in India

The mass market communication tool

There are around 300m mobile users in India (2008: 286million accounts). 92% of mobile subscribers are on pre-paid connection and remaining 8% on post-paid terms according to the IAMIA research of 2008. The Indian telecommunications market has tremendous growth opportunities – and according to IAMIA is set to exceed 500 million by 2010. Value added services - SMS, Hello Tunes, Music on Demand and Airtel Live - contributed to about 9.5% of the total revenues of the segment and SMS alone accounted for 4.1% of the total revenue in the market according to Go Broadband (2009).

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