This article in Business Standard titled-‘Give level playing field for VAS players’ really highlights the correct requirements of current VAS and Telecom ops need of the moment

• faster process of obtaining shortcodes, standardization of the terms and conditions of access and interconnection and a transparent revenue sharing model between operators and VAS players. 
• MIS and reconciliation
• A variation of not more than 2 per cent between the service providers to be accepted as a standard and payments should be made within 60 days.
• the MVAS industry should be treated as the single largest users of telecom services and their rights be protected

But there is also one more important need , who is taking care of CONSUMER….ultimately he is paying money out of his pocket