At the recent GSMA Mobile Asia Congress, Sanjay Kapoor, CEO of Bharti Airtel, highlighted the challenges in delivering advanced services in India, a market where in two years’ time smartphone penetration will still be below ten percent. “The big difference between the developed world and the developing world is these applications have to be created in a fashion that they serve the rural customers, the unserved markets, which may not necessarily come through the platforms that exist globally,” Kapoor noted. Despite these challenges, India offers significant potential for value added services growth. Kapoor stated: “When it comes to providing health empowerment in the country, education empowerment country, advertising, and commerce empowerment, it is clearly mobile telephony which stands as the conduit.”