Abstract
In this paper, we attempt at understanding the strategic dynamics of the evolving environment within which the Indian players are operating, the challenges and structure of the same. Mobile Value Added Services (VAS) is a rising star in the fast growing wireless business, which has attracted a wide category of entities right from wireless operators to handset manufacturers to content developers. We also attempt to gain insights from r elatively more mature V AS markets in other countries. Our literature and industry review indicates that, while the value chain of industry is complicated, one can still observe the bipolar nature of bargaining powers between mobile network operators and content aggregators. Though our study is r estricted to the telecom sector in India, the learning is applicable to other similar evolving environments. Our probe into the fast changing technology makes us believe 'The wired entertainment is dead; long live the wires, Welcome mobile entertainment'.
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