As mobile operators roll-out 3G and now 4G services, subscribers have been shifting to smartphones. India now has the largest smartphone base (220 million) globally after China. Yet, smartphone penetration is in the region of 20%. As device prices fall, demand for data services is expected to rise. Though voice still accounts for 76% of operator revenues, the share of data has doubled for operators over the last two fiscals. That number will rise once Reliance Jio rolls-out an array of data services later this year. While data consumption has been rising, data realisation has been falling. However, once 4G takes off and data consumption rises further, operators could be offering a suite of data services that includes music, video and gaming.