Mobile VAS providers are constantly re-inventing to create novel tools. Bharati Airtel has started talks with eading handset vendors to incorporate its VAS application. Talks at very early stage are on with Nokia to provide Airtel Live as an icon on the phone menus.

Airtel Live is an entertainment portal offering rich content to mobile users which can be currently accessed through a GPRS connection. The Airtel Live icons available in all handsets will be a great branding tool for Bharati Airtel. Presently the Bharati Airtel VAS portfolio is contributing around 10% to the total turnover. But Bharati Airtel’s VAS offering does not stop there.

After intense market research by IMRB Bharati Airtel is entering the social networking realm with a youth based VAS application titled Airtel Mobile Campus. The service launched in 10 cities will be promoted in colleges and other education campuses.

Airtel Mobile Campus was developed after research based on the mobile phone usage trends of the youth. Results showed higher calls in the night, high SMS ratio and low STD calls.

Airtel Mobile Campus offers your regular social networking features – photo sharing, blogs, bulk SMS, videos, contests and forums.

With less market penetration and a booming VAS industry it seems Bharati Airtel is going the right way.

But how many individuals are really going to make use of either of the features really depends.