Mobile Value Added Services (MVAS) are the services offered other than voice call which includes sending multimedia messaging service, location based services, mobile email & IM, short message service, mobile infotainment, mobile money, and mobile advertising.
Globally, the mobile industry has been rapidly growing considering the increase in adoption of smartphones and tablets. The value added service offers manufacturers, application developers, an opportunity for operators, and other MVAS vendors to generate more revenue and extend its customer base. Due to the introduction of high-speed internet services such as 3G and 4G, the mobile value added services market is gaining traction in developing regions. Location-based services such as food ordering, taxi services, and GPS are widely used making the industry attractive.
With the introduction of social media application people across the globe use smartphones to access social media sites such as Facebook, Twitter, and Friendster over personal computers. The increase in communication services other than calls through phones is trending all over the world. High demand for mobile gaming is expected to propel growth in the MVAS market. Online payment platform and m-wallet services are gaining traction as many users are using m-wallet services to pay for their online purchases. Privacy concern is the main challenge faced by the industry. In the cases of loss of a device, many personal and financial information stored is at risk.
This industry is segmented by solution, end use and vertical. By solutions, it is segmented as location-based services, short message service, e-mail & IM, multimedia messaging service, mobile advertising, mobile money, and mobile infotainment. By end-use, it is segmented as enterprise and consumer. By verticals, it is segmented as Banking, Financial Services and Insurance (BFSI), government, education, media & entertainment, retail, healthcare, telecom & IT, and others.
E-mails are critical for corporates, as most of their operations are carried out over e-mails, earlier they used to access through personal computers, after the introduction of mobile e-mail the productivity of corporates have increased as they can access at any point of time.
In Banking, Financial Services and Insurance (BFSI), application segment is expected to have dynamic growth for the forecast period owing to increasing demand for continuous update of account information through short message service and applications that give the constant update about the stock market.
North America is expected to be a key contributor to the mobile value-added services (MVAS) market over the forecast period owing to established telecom infrastructure, use of location-based services and consumer preference to use smart phone applications. Asia Pacific is anticipated to show rapid growth for the forecast period owing to fast development in the economy forcing the companies to use modern techniques to have a competitive edge, increase in the use of internet and application, and growing online services. Value-added services adoption in countries like China and India is expected to spur due to, rising middle-class population and increasing expendable power of people at the bottom of the pyramid. The Middle East and Africa are projected to show sluggish growth due to poor telecom infrastructure, and less awareness about the value-added services.
Key players in the mobile value added services market are Apple Inc., AT&T, Vodafone, Google, InMobi, Mahindra Comviva, Global Limited, One97 Communications Limited, Kongzhong Corporation, and Comverse. Companies in the market have adopted various strategic initiatives such as new product development, mergers and acquisitions, and partnerships and collaborations to have a competitive advantage and stable market share over the few years.
In March 2015, InMobi an online advertising and discovery platform provider launched a new product called Appographic targeting, which will help marketing firms to increase downloads of their application. This product will not advertise the brand, but it will promote the performance, in turn, generating revenues for InMobi on how much the product has delivered.In December 2014, Kongzhong Corporation an online game developer acquired Forgame Holdings Limited. This acquisition will help in game distribution and development in China and overseas.
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