ith prices already slashed to low levels, value-added services (VAS) are emerging as the key differentiator in the crowded mobile services space. Operators are betting that the VAS market standing at Rs 380 crore today will grow to as much as Rs 3,500 crore in four years' time. Already mobile music is hitting high notes and companies are scrambling to find the right tunes.

Airtel has got off the keyboard first with the launch of its Airtel Easy Music stores. A subscriber can visit any one of the 100,000 Easy Music outlets across the country and choose her favourite music - either as a caller tone or as a ringtone - from the sizeable catalogue. It will be made available to both prepaid and post-paid customers. The store is likely to come as a boon to �not-so-tech savvy' subscribers who are wary of download ing ring tones on their own. ... more