With mobile VAS gaining pace in India, Nokia doesn’t want to be left behind. Nokia is launching its OVI services as a part of its initiative to come up with value added services for the Indian mobile phone users. Nokia will be focusing on the three main things, which are a hit with all Indians, Bollywood, Cricket and Astrology. To successfully launch this initiative Nokia has entered into multiple agreements with Indian companies. Nokia has tied up with Infomedia India (for yellow page services), the South India Music Companies Association (for music content) and other music labels. These services will be rolled out in the year 2008. Popularity on accessing Internet on mobile phones is increasing in India and Nokia doesn’t want to be left behind, especially India being their major revenue contributing market. Nokia is very keen on giving India specific services thru its OVI initiative.