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Mobile VAS Markets, Applications, and Opportunities - Third Edition

Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain. With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.

Mobile VAS Markets, Applications, and Opportunities - Third Edition represents analysis of the mobile VAS markets, and applications. In addition, the report evaluates market opportunities for mobile VAS, markets, mobile commerce applications. It includes market opportunities and forecasting to 2018 for mobile VAS applications including worldwide mobile games markets and the potential revenues. Our research also identifies key issues and concerns such as security and privacy in mobile VAS and mobile commerce in particular. We evaluate global market dynamics through analysis of specific regions and countries.

This report includes forecasts in the following MVAS areas:

Target Audience:
  • Mobile device manufacturers
  • Application stores/aggregators
  • Mobile network operators and their partners
  • Mobile VAS application development companies
  • Mobile infrastructure and support service providers
Report Benefits:
  • Forecasting for key Value-added Service (VAS) applications
  • Understand the role and importance of VAS applications for the network operator
  • Understand the impact of LTE on the supply/demand dynamics of data and how this impact the ecosystem
  • Identify key VAS applications that will develop new revenue streams and improve profitability for network operators
  • Identify important VAS applications within each major area including gaming, LBS, mobile marketing, commerce, and more
  • Understand the impact of Over the Top (OTT) applications and how network operators can combat this threat to their business
  • Identify the business case for key VAS applications that network operators can implement to combat the threat of OTT applications
  • Understand critical MVAS infrastructure including IP Multimedia Subsystem, Service Delivery Platforms, Self-organizing Networks, and more

General Methodology

Mind Commerce Publishing's research methodology encompasses input from a wide variety of sources.

We rely heavily upon our Subject Matter Experts (SME) in terms of their market knowledge, unique perspective, and vision. We utilize SME industry contacts as well as previous customers and participants in our market surveys and interactive interviews.

In addition, we rely upon our extensive internal database, which contains modeling, qualitative analysis, and quantitative data. We review secondary sources and compare to our primary sources to update previous findings (for prior version reports) and/or compile baseline information for technology and market modeling.

We share preliminary models with industry contacts (select previous clients, experts, and thought leaders) to verify the veracity of initial modeling. Prior to final report production (analysis, findings, and conclusions), we engage in an internal review with internal SMEs as well as cross-expertise, senior staff members to challenge results.

We believe that forecasts should be prepared as part of an integrated process which involves both quantitative as well as qualitative factors. We follow the following 3-step process for forecasting.

Forecasting Methodology

Step 1 - Forecasts Input: The inputs for the present and historical revenues are derived from industry players. Financial and other quantitative data for individual sub-market categories are derived from original research and tested with interviews with major industry constituents.

Step 2 - Forecasting of Future Years: Mind Commerce extends forecasts based on a variety of factors including demand drivers as well as supply side data. Key success factors and assumptions are considered.

Step 3 - Validation of Data: The final step is to validate projections, which is accomplished in consultation with both internal and external industry experts, including both topic and regional experts. Adjustments are made to the forecasts based on factors identified throughout this process.

1.0 Executive Summary
2.0 Introduction
2.1 What Is A Vas Application?
2.1.1 Vas Characteristics
2.1.2 Relationship Of Vas To Other Services
2.1.3 Different Classes Of Vas
2.2 Why Are Vas Important?
2.2.1 The Value Of Voice And Other “bearer” Services
2.3 Survey Of Global Vas Deployments
3.0 Overview Of The Major Mvas Types
3.1 Content
3.1.1 Introduction
3.1.2 Content Delivery
3.1.3 Charging Via Premium Content
3.1.4 Online Billing Service Providers
3.2 Commerce
3.3 Communication
3.3.1 Core Services
3.3.2 Value-added Services
3.4 Applications
4.0 Mvas Applications Analysis
4.1 Messaging
4.1.1 Voice Sms
4.1.2 Video Sms
4.1.3 Ott Messaging
4.1.4 Messaging With Ip Multimedia Subsystem (Ims)
4.2 Social Networking
4.2.1 Facebook, Google, And Others
4.2.2 Integrated Social And Messaging/Voice Applications
4.2.3 Over-the-top (Ott) Mvoip And Social Applications
4.3 Communications Control
4.3.1 Incoming Call Screening (Ics)
4.3.2 Unified Messaging
4.3.3 Presence And Preference Management
4.4 Entertainment
4.4.1 Streaming Video
4.4.2 User Generated Content
4.4.3 Online And Multiplayer Games
4.4.4 Mobile Gaming
4.4.5 Mobile Tv
4.4.6 Integrated Home Entertainment: Internet, Tv, Gaming
4.5 Location-based Service Applications
4.5.1 Location Based Service
4.5.2 Mobile Location Commerce Ecosystem And Applications
4.6 Location-based Service (Lbs) Applications
4.6.1 Public Safety
4.6.2 Social Networking
4.6.3 Information
4.6.4 Advertising
4.6.5 Gaming
4.6.6 Lbs Regulations
4.6.7 Location Commerce Functionality
4.6.8 Location Systems
4.6.9 Map System
4.6.10 Conclusions
4.6.11 The Future Of The Lbs
4.6.12 Lte Benefits For Lbs
4.6.13 Conclusions
4.7 Mobile Advertising And Marketing
4.7.1 Banner And Link Advertising
4.7.2 Mobile Couponing
4.7.3 Mobile Search
4.7.4 Direct Response Mobile Marketing
4.7.5 Mobile Advertising/Marketing Landscape
4.7.6 Mobile Messaging Vendors Grow Up
4.7.7 Mobile Messaging, Mobile Search Critical Advertising Tool
4.7.8 Localized Mobile Ads Drive Key Sales In Specific Verticals
4.7.9 Mobile Video And Apps Is Fastest Growing Content Sector
4.7.10 Advertising Spending Growth Forecasts 2012 To 2020
4.7.11 European Mobile Marketing Will Grow Gradually
4.7.12 Europe Mobile Marketing Efforts Mature Slowly
4.7.13 Asia Remains Mobile Global Leader; U.S. Lags
4.7.14 Growth Of Mobile Marketing Spending Faces Challenges
4.7.15 Mobile Marketing Vendors Make Their Mark
4.7.16 Advertising Networks Vie For Leading Brand Clientele
4.7.17 Global Market Spending To Reach $54b By 2020
4.7.18 Recommendations For The Mobile Marketer During An Economic Downturn
4.7.19 Immediate Measurement Of Success Attracts Advertisers
4.8 Mobile Commerce
4.8.1 Factors Driving The M-commerce Industry
4.8.2 Mobile Payments
4.8.3 Mobile Banking
4.8.4 Mobile Checkout
4.8.5 Mobile Shopping
4.8.6 Stored Value And Third-party Pays
4.9 Mobilizing Industry Verticals
4.9.1 Mobile Health
4.9.2 Mobile Education
4.9.3 Mobile Government
4.10 Machine-to-machine (M2m)
4.10.1 M2m Value Proposition
4.10.2 M2m Applications
4.10.3 Mobile Network Operator (Mno) Strategic Initiative Analysis
4.10.4 The Internet Of Things (Iot)
4.10.5 Convergence Of M2m, Iot, Social, And Big Data = Huge Opportunity
4.11 Mvas In The 4g Era
4.11.1 Voice Over Lte (Volte)
4.11.2 Video Service
4.11.3 Rich Communications Services (Rcs)
4.11.4 Lte Direct
4.12 Enablers Of Next Generation Mvas Applications
4.12.1 Subscriber Data And Management
4.12.2 Telecom Api And Management
4.12.3 Presence
4.12.4 Identity, Personal Data, And Preference Management
4.12.5 Location
4.13 Next Generation Mvas Applications
4.13.1 Augmented Reality
4.13.2 Wearable Wireless Solutions
4.13.3 Next Generation Social, Location And Presence-based Applications
4.13.4 Push To “x” Content, Commerce, Communications, And Applications
4.13.5 Network Operators, Api, And Third-party Cloud-based Mvas Applications
5.0 Mvas Ecosystem
5.1 Mvas Supply Chain
5.2 Major Vendor Profiles
5.3 Mvas Partners
5.4 Mvas Competitors
5.5 Network Operator
5.5.1 Significant Mobile Operators
5.5.2 Strategies
5.5.3 Value Chain
5.5.4 Partnerships
6.0 Mvas Business Case Analysis
6.1 Why Vas Application
6.2 Charging For Mvas
6.2.1 Subscription
6.2.2 Per-use Services
6.2.3 On-demand Service
6.3 Mobile Video
6.4 Unified Communications
6.5 Rich Communications Service (Rcs)
6.6 Telecom Api’s
6.6.1 Api Management Options
6.6.2 Strategies
7.0 Mvas Case Studies
7.1 Sdm And Big Data
7.1.1 Big Data And Mobile Commerce/Marketing
7.1.2 Case Study: Big Data Analytics + M-commerce + Social Media= Commercial Success
7.1.3 Big Data In Near Field Communication
7.2 Cloud-based Services Roi
7.3 Wearable Augmented Reality
7.4 Mobile Video
7.5 Video Advertising
7.6 Location Services And Brokering
7.7 Services Blending
8.0 Growth Drivers For Mvas
8.1 New Vs. Unproven Applications
8.2 Market Driver: Targeted Offerings And Premium Services
8.3 Internet Protocol And Web-based Applications
8.4 Next Generation Networks A Driver For Mvas
9.0 Growth Prospects For Mvas
10.0 Challenges To Mvas Deployment
10.1 Impacts
10.1.1 Impact On Existing Applications And Services
10.1.2 Impact On Operations
10.1.3 Impact On Partners
10.2 Strategies
10.2.1 Network Operator Strategies Against Ott
10.2.2 Network Operator Strategies For Api’s
10.2.3 Strategies For Third Party Content And Commerce
11.0 Mvas Infrastructure
11.1 Fourth Generation (4g) Cellular Via Lte
11.1.1 Fdd Lte
11.1.2 Tdd Lte (Td-lte)
11.1.3 Lte Advanced
11.1.4 Lte Infrastructure Elements And Architecture
11.1.5 Lte E-utran Infrastructure Elements And Network Architecture
11.1.6 Lte Epc Infrastructure Elements And Network Architecture
11.2 Sdp
11.2.1 Evolution
11.2.2 Benefits Of Sdp
11.2.3 Soa
11.3 Ims
11.3.1 Ims Planes
11.3.2 Ims Network Elements
11.3.3 Ims Based Applications
11.3.4 Multi-application Environment Issues
11.3.5 Big Issue: Signaling Load
11.3.6 Multi-application Environment Opportunities
11.3.7 New Services Instruction Often Introduced Monolithically
11.3.8 Oss/Bss Impacts
11.3.9 New Business Opportunities And Challenges
11.3.10 Ims Market Survey
11.4 Next Generation Oss/Bss
11.4.1 What Is Ngn
11.4.2 Ngn Oss/Bss: Components, Ims Implications And Frameworks
11.4.3 Network Planning And Engineering
11.4.4 Drivers Of Ngn
11.4.5 Operational Challenges
11.4.6 Ngn Oss/Bss: Components, Ims Implications And Frameworks
11.4.7 Challenges For Oss And Bss
11.5 Next Generation Infrastructure Opportunities And Challenges
11.5.1 Services Blending Requires Support Infrastructure
11.5.2 Vno Model To Drive New Opportunities/Challenges
11.5.3 Trusted Versus Non-trusted Applications
12.0 Mvas Forecasts 2013 – 2018
12.1 Augmented Reality (Ar)
12.2 Public Safety
12.3 Content Delivery Networks (Cdn)
12.4 Cloud Services
12.5 Mobile Payments
12.6 Mobile Banking
12.7 Mobile Marketing And Advertising
12.8 Machine-to-machine (M2m)
12.9 Wearable Wireless
12.10 Solomo Gaming Market
12.11 Social Networking
12.12 Internet Of Things (Iot)
12.13 Big Data
12.14 Subscriber Data Management (Sdm)
12.15 Network Operator Api And Applications
13.0 Summary And Recommendations
13.1 Dealing With Reduced Value Of Core Services
13.2 Focus On Industry Verticals
13.3 Focus On Sdm, Api’s And Working With Third Parties
13.4 Recommendations For Third-parties Working With Network Operators
13.4.1 Approaching The Marketing Department
13.4.2 Approaching The Technological Department
13.4.3 The Hybrid Option
13.4.4 Third-party Business Models
13.4.5 Deployment Options
13.5 Working With Managed Service Providers
13.5.1 Technical And Business Operations
13.5.2 Drivers For Managed Services
13.5.3 Agreements
13.5.4 Pricing Models
13.6 Planning For Services In The Cloud
13.6.1 Cloud Opportunities
13.6.2 Mobile Services In The Cloud
13.6.3 Case Study: Ibm Social Software On Mobile
13.6.4 The Role Of Incumbent Network Operators In Mobile Cloud
14.0 Appendix – History Of Mvas

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