Expanding Mobile Subscriber Base Drives the Global Mobile Value Added Services Market, According to a New Report by Global Industry Analysts, Inc.

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GIA announces the release of a comprehensive global report on Mobile Value Added Services (MVAS) markets. Global market for Mobile Value Added Services (MVAS) is projected to reach US$690 billion by 2018, driven by increasing smartphone penetration, proliferation of 3G and 4G services, growing popularity of mobile Internet, and rising customer spending on telecom services.

Mobile Value Added Services (MVAS): A Global Strategic Business Report

Mobile phones have transcended their basic function of providing voice communication to become a multimedia device that complements users’ personality and attitude. Mobile communication subscribers in addition to voice communication are increasingly subscribing to personalized services such as MMS, unified messaging, voicemail, caller ring back tones (CRBT), push-to-talk, news alerts, etc. This change in consumer behavior has opened a world of opportunities beyond basic voice services. Poised to benefit are advanced MVAS including mobile internet browsing, mobile games, mobile social networking, mobile music, mobile payments, mobile wallet, mobile learning, and mobile Location-Based-Services (LBS).

Proliferation of 3G and evolution of 4G networks, growing adoption of smartphones featuring multimedia capabilities, and rising subscriptions for mobile broadband, have opened up a range of possibilities for MVAS. MVAS value chain is rapidly evolving with content and application developers focusing on providing customized content and dedicated mobile applications. The emergence of open distribution platforms including Google’s Android and Apple’s App Store especially has set the stage for development of mobile apps. The growing dominance of application based services is compelling mobile service providers to develop separate platforms that allow users to download mobile applications over their 2G/3G networks. The MVAS market is also witnessing increased demand for utility based services such as M- health, M- governance, M-education, M-commerce, M- agriculture, and M-Law.

Mobile internet access represents the largest segment in the MVAS market. Providing users with direct and easy on-the go access to popular websites and online digital infotainment content such as online news, trading, games, ecommerce, etc., the use of mobile internet is on the rise. Incremental developments, over the years, have made the mobile internet platform robust, enabling the delivery of superior premium value services like high-quality streaming HD video, music, games and other bandwidth heavy content. Mobile music especially is fueling growth in the market led by the fact that mobile music is the most favorite entertainment content accessed by smartphone users. The interest in mobile music is largely the result of improved device storage capacity, access to high-speed 3G networks that enables high-speed internet connectivity, data sharing capabilities, and a range of pre-installed music applications.

In a rapidly evolving mobile communications market where ARPUs generated from voice services are declining due to saturation, commoditization and plummeting tariffs of voice services, telecom service providers are under tremendous pressure to offer quality services beyond basic voice in order to remain competitive in the market. As a result, a large number of mobile network operators are packaging a host of mobile value added services in their service offerings in order to drive more data usage and generate additional revenues. Intensifying competition and shifting customer loyalties are also throwing the focus on MVAS as key service differentiator. Spoilt for choice, subscribers now choose their service providers based on the value added services they have to offer. With mobile number portability also being made mandatory in several countries worldwide, there is increased pressure on service providers to offer quality services to prevent customer churn. MVAS in this respect comes across as an excellent way for service providers to attract new subscribers and optimize customer retention.

As stated by the new market research report on Mobile Value Added Services (MVAS), Asia-Pacific represents the largest as well as the fastest growing market worldwide. Growth in the region is driven by improving mobile broadband penetration, robust sales of 3G enabled smartphones, steady proliferation of 4G services, increase in content consumption on mobile phones, and growing popularity of mobile gaming.

Key players covered in the report include Acision, Amazon.com, Inc., America Movil SAB de CV, Apple Inc., AT&T Inc., Blackberry Limited, CanvasM Technologies Limited, Computaris, Comverse Inc., Dialogic Inc., E-sense Teleservices Inc., eServGlobal Limited, Etihad Etisalat Co., Gemalto NV, Google Inc., Huawei Technologies Co. Ltd., Intersec SA, KongZhong Corp., Mahindra Comviva, Nokia Corporation, NTT DoCoMo Inc., OnMobile Global Ltd., Opencode Systems Ltd., Samsung Electronics Co. Ltd., Samsung Apps, Sprint Corporation, Vodafone Group Plc, ZTE Corporation, among others.

The research report titled “Mobile Value Added Services (MVAS): A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a comprehensive review of market trends, growth drivers, service innovations and launches, and strategic industry activities. The report provides market estimates and projections in US$ for all major geographic markets including the United States, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia and Rest of Europe), Asia-Pacific (China, India, and Rest of Asia-Pacific), Middle East & Africa, and Latin America (Argentina, Brazil, Mexico, and Rest of Latin America). The report also analyzes the global market by service type – Mobile Browsing, Mobile Finance, Location Based Services, Mobile Texting, and Others.

For more details about this comprehensive market research report, please visit –

About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.

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Global Industry Analysts, Inc.
Telephone: 408-528-9966
Fax: 408-528-9977
Email: press(at)StrategyR(dot)com
Web Site: http://www.StrategyR.com/

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