MUMBAI: With a backdrop of the constantly growing smartphone adoption in India and a consumer who uses his mobile phone for much more, Aircel is building up a focus on introducing multiple innovative products in the space of Content VAS for its customers to move up the value chain and increase the ARPUs. Aircel’s VAS offering is comprehensive, providing customers with all their needs at fingertips. Whether it is music, entertainment, Caller Tunes, Voice Chat, USSDs, Contests, Gaming, Utility, Sports or Videos, the company has innovated in all spheres to stay ahead of the curve. Aircel has pioneered multiple VAS concepts such as ‘Cut Your Dialer Tune’ that enables customers to listen, choose and set their favorite part of a song as Dialer Tune or ‘Quiz Factory’ –which enables customers to use all forms of communication available on a mobile handset to play it, such as Voice, SMS and Data, making it a one-of-its-kind Value Added Services (VAS) proposition.

Aircel, Head-VAS, Reena Rathi, at, said, “VAS is a very interesting space for us at Aircel. While it gives us the opportunity to grow as a company in ways more than one, it also helps us improve many lives. For instance, an Aircel customer knows best and in the simplest of ways what the day ahead for him looks like, because he gets an ‘Astro Buddy’ alert each morning that fills his day with positivity. He isn’t disturbed with phone calls while driving, because he has set his signature caller back ring tone giving that message to the caller. There are so many customers whose lives have transformed after winning bumper prizes such as cars and SUVs in our VAS contests.”

She added, “Studies prove that about 46% of what people do on their smartphones and tablets today is the “ME TIME” that’s used for activities such as exchange of e-mails, calling, entertainment, online, etc. Most of Aircel’s VAS taps this space and as the Indian MVAS market is estimated to grow at a whopping 18.5% CAGR during 2015 and 2020, we’re committed to strengthening this portfolio for an inclusive growth of the company and for the industry.”