VAS Location Based Engine Welcome Roamers Missed Call Alert Ring Back Tones Optimal Call Routing Voice IVR IVR with SCE Voice Mail Conferences VoIP Voice Server Value Added Services is in many ways the basis for choosing a mobile operator, and this increased importance is forcing operators to explore new services and come up with new ways to ensure customer's loyalty. Also, as Average Minutes of Usage and Voice ARPU decreases, operators need to seek for additional ways to generate revenue. IN Switch VAS solutions includes a wide range of platforms and services to overcome this situation, offering from turnkey solutions to open and fully customized platforms. Welcome Roamers, Missed Call Alert, Ring Back Tones, integrated USSD & IVR with SCE, location based services, among other solutions, help operators to generate more revenue providing new services in a very fast time to market. Average Minutes of Usage (MOU) and Voice ARPU continue to decline due to increased service penetration into lower income segments. As the mobile market enters a more mature stage, operators seek additional ways to generate revenue. Mobile subscriptions continue to grow, although the rate of growth can vary significantly from month to month Growth drivers of VAS market are declining ARPU, emphasizing voice and brand differentiation. As the subscriber is maturing, mobile phone is not used for only voice communication but it doubles up as Music player, Internet surfing device, to read newspaper and to even check bank balances.