Indian VAS players are eyeing Africa and Middle East, as operators in these countries charge a mind-boggling 250 times more in these countries compared to India – and have better rev-share deals with content companies.
“Services typically aimed at enriching livelihood and enhancing lifestyles – mBanking, mRemittances, SMS-based information, entertainment-based services and tailor-made initiatives for rural markets -are being offered in the new markets.” – ET
Though the Indian market is not different from African/Middle east market, the big difference is that operators are fairly easy on revenue sharing- and Indian VAS players (as well as few ad networks) are using their Indian experience (of content creation) to tap these markets.