Telecom regulator TRAI’s order to prefix all four-digit short codes with the number 5 from September 1 has hit the Rs. 4,560-crore mobile value-added service industry. [via ET] Apparently, an estimated 120 million customers using old SIM cards with pre-burnt STK (sim tool kit) numbers for live services are now denied access to value-added services like news, sports and stock feed.

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There are two options available. Either Trai should allow direction of SMSes to short codes which don’t carry a `five’ prefix. Or, the regulator can allow operators to redirect all requests to a four digit short code to a five digit short code, says an official from Internet and Mobile Association of India (IAMAI). IAMAI will soon represent its case to the government on behalf of mobile VAS providers.

All mobile operators from MTNL and BSNL to Airtel, Hutch, Idea and Aircel offer these service across India. Operators are not taking any chances with Trai and have blocked requests coming from four or three digit short codes as well. Though mobile VAS players are not directly regulated by TRAI, they plan to represent their case to the regulator to get a waiver. VAS providers probably cannot wait for the Mobile Marketing Association to set up shop in India. [see related links]