The industry is, without a doubt, witnessing a sea-change from traditional to digital value added services (VAS). With content going digital, operators ought to focus on enabling these services to subscribers. While traditional VAS typically entailed voice-based services, the focus is now on digital VAS, including content pertaining to education, ravel, entertainment, et all. Atul Madan, Chief Operating Officer, Digital Lifestyle Solutions, Comviva, highlights why digital VAS has taken centre stage today.