Wireless Data services have penetrated faster than voice and contribute to as much as 15-25% for major telecoms’ revenue. Having spent billions to acquire spectrum licenses, telecom players are struggling to increase revenue from their data services.

India (world’s 2nd largest smartphone market) is expected to observe a manifold rise in the use of smartphones. A report from Cisco in Feb 2015 stated that, the number grew by 54% with 140 million devices at the end of the year 2014, and is further expected to go up to 651 million till 2019. Falling costs, increased network coverage and increasing usage are some of the key factors driving this change.