A cluttered mobile phone market, over a dozen brands with perhaps hundreds of models among them, is making cellphone manufacturers rely more and more on content to differentiate their offerings.

Industry majors like Nokia, Samsung, Motorola et al are tying up with content providers to embed their phones with the latest content, anything from staple Bollywood fare to games to navigation et al.

In its 2007 report, global market intelligence firm IDC has estimated that Indian non-SMS mobile value added services (VAS) market will grow to $1 billion this year, up from $570 million last year. Mobile content has been broadly divided into categories like entertainment, information and utilities. Read the rest of this entry »