Unplugging Entertainment through Mobile Value Added Services (MVAS)
The MVAS (mobile value added services) are an integral part of telecommunications sector. Due to heavy competition, there is a need to study and explore the value added Services Market. This empirical study aims to throw light on the usage/consumption patterns, awareness levels and intentions to use entertainment MVAS. The sample size for the study conducted in Delhi/NCR was 150 respondents. Various statistical tools like factor analysis and One-way Anova were used to identify factors on the usage patterns and awareness levels about the different features of VAS. The study also aims to determine whether demographic variables like age, gender and occupation had an effect on the usage patterns of the VAS.