HOME Top Market Reports Mobile Value Added Services (MVAS) Market by Solution (SMS, MMS, Mobile Money, Mobile Infotainment, and Others), by End User (SMBs and Enterprises), by Vertical (BFSI, Government, and Others), & by Geography - Global Forecast and Analysis to 2020

Mobile Value Added Services (MVAS) Market by Solution (SMS, MMS, Mobile Money, Mobile Infotainment, and Others), by End User (SMBs and Enterprises), by Vertical (BFSI, Government, and Others), & by Geography - Global Forecast and Analysis to 2020

By: marketsandmarkets.com
Publishing Date: April 2015
Report Code: TC 3317

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Mobile value added services (MVAS) are defined as mobile services that are offered by mobile service providers apart from the voice communication services. The MVAS such as sending short message service (SMS), multimedia messaging service (MMS), mobile email & IM, mobile money, location based services, mobile advertising, and mobile infotainment enables mobile subscribers to use smart phones and tablets for several non-voice purposes.

The quick innovations in technology have led to the evolution of MVAS beyond the voice communication services. It helps mobile service providers to create and sustain new revenue streams and drive ARPU. Rising mobile phones, network penetration, and increased return on marketing spend are some of the factors driving the mobile value added services market. Social media offer new opportunities for the vendors. Whereas, privacy concerns is the key challenge being faced by the marketers in the MVAS ecosystem.

Companies such as Google, Apple, Comviva Technologies, AT&T, Vodafone, OnMobile, KongZhong, One97 Communication, Comverse, and InMobi are the key vendors in mobile value added services market. The report provides global market trends, overall adoption scenario, competitive landscape, and key drivers, restraints, trends, and opportunities. The report aims in estimating the current market size and the future growth potential across different regions.

The report forecasts the market sizes and trends for mobile value added services market which is broadly classified into the following submarkets:

On the basis of solutions:

  • Short Messaging Service (SMS)
  • Multimedia Messaging Service (MMS)
  • Location Based Services
  • Mobile Email & IM
  • Mobile Money
  • Mobile Advertising
  • Mobile Infotainment

On the basis of end users:

  • SMBs
  • Enterprise

On the basis of verticals:

  • BFSI
  • Media and Entertainment
  • Healthcare
  • Education
  • Retail
  • Government
  • Telecom & IT
  • Others

On the basis of region:

  • North America (NA)
  • Europe
  • Asia-Pacific (APAC)
  • Middle-East and Africa (MEA)
  • Latin America (LA)

Table of Contents

1 Introduction (Page No. - 13)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Market Scope
           1.3.1 Markets Covered
           1.3.2 Year
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 16)
    2.1 Research Data
           2.1.1 Secondary Data
           2.1.2 Key Data From Secondary Sources
           2.1.3 Primary Data
           2.1.4 Key Data From Primary Sources
                    2.1.4.1 Key Industry Insights
    2.2 Market Size Estimation
    2.3 Market Breakdown and Data Triangulation
    2.4 Research Assumptions

3 Executive Summary (Page No. - 24)

4 Premium Insights (Page No. - 27)
    4.1 Attractive Market Opportunities
    4.2 Mobile value added services Market, By End User, Between 2015-2020
    4.3 MVAS Solution Market Size, By Top Five Type and By Region, 2015
    4.4 MVAS Regional Market
    4.5 Lifecycle Analysis, By Region, 2015

5 Market Overview (Page No. - 30)
    5.1 Introduction
    5.2 Evolution
    5.3 Market Segmentation
           5.3.1 By Solution
           5.3.2 By User Type
           5.3.3 By Industry Vertical
           5.3.4 By Region
    5.4 Market Dynamics
           5.4.1 Drivers
                    5.4.1.1 Increase in Number of Smartphone and Tablet Users
                    5.4.1.2 Mobile Internet
                    5.4.1.3 Increased Usage of Mobile Applications and Mobile Web
           5.4.2 Restraint
                    5.4.2.1 Understanding of Consumer Behaviour
           5.4.3 Opportunities
                    5.4.3.1 Social Media
                    5.4.3.2 Rich Communication Services
           5.4.4 Challenge
                    5.4.4.1 Privacy Concerns

6 Industry Trends (Page No. - 38)
    6.1 Introduction
    6.2 Value Chain Analysis
    6.3 Porterís Five Forces Analysis
           6.3.1 Threat of New Entrants
           6.3.2 Threat of Substitutes
           6.3.3 Bargaining Power of Suppliers
           6.3.4 Bargaining Power of Buyers
           6.3.5 Intensity of Competitive Rivalry

7 Mobile Value Added Services Market Analysis, By Solution (Page No. - 41)
    7.1 Introduction
    7.2 Short Message Service (SMS)
    7.3 Multimedia Messaging Service (MMS)
    7.4 Location-Based Services
    7.5 Mobile Email & IM (Instant Messaging)
    7.6 Mobile Money
    7.7 Mobile Advertising
    7.8 Mobile Infotainment

8 Mobile Value Added Services Market Analysis, By End User (Page No. - 55)
    8.1 Introduction
    8.2 Consumers
    8.3 Enterprises

9 MVAS Market Analysis, By Industry Vertical (Page No. - 59)
    9.1 Introduction
    9.2 BFSI
    9.3 Education
    9.4 Government
    9.5 Healthcare
    9.6 Media and Entertainment
    9.7 Retail
    9.8 Telecom & IT
    9.9 Others

10 Geographic Analysis (Page No. - 69)
     10.1 Introduction
     10.2 North America
     10.3 Europe
     10.4 Asia-Pacific
     10.5 Middle East and Africa
     10.6 Latin America

11 Competitive Landscape (Page No. - 82)
     11.1 Overview
     11.2 Competitive Situation & Trends
             11.2.1 New Product Launches
             11.2.2 Agreements, Partnerships, Collaborations, Expansions and New Contracts,
             11.2.3 Mergers & Acquisitions

12 Company Profiles (Page No. - 90)
     12.1 Introduction
(Business Overview, Products & Services, Key Insights, Recent Developments, SWOT Analysis, MNM View)*
     12.2 AT&T
     12.3 Apple
     12.4 Google
     12.5 Vodafone
     12.6 Mahindra Comviva
     12.7 Inmobi
     12.8 One97 Communications Limited
     12.9 Onmobile Global Limited
     12.10 Comverse
     12.11 Ongzhong Corporation
*Details on Business Overview, Products & Services, Key Insights, Recent Developments, SWOT Analysis, MNM View Might Not be Captured in Case of Unlisted Companies.

13 Appendix (Page No. - 115)
     13.1 Discussion Guide
     13.2 Introduction RT: Real Time Market Intelligence
     13.3 Available Customizations
     13.4 Related Report


List of Tables (69 Tables)

Table 1 Mobile Value Added Services Market: Assumptions
Table 2 Mobile Value Added Services Market, 2015-2020 ($Billion, Y-O-Y %)
Table 3 Smartphones and Mobile Internet Are Propelling the Growth of market
Table 4 Understanding of Consumer Behaviour to Hinder the Market
Table 5 Social Media is One of the Opportunities in the Market
Table 6 Privacy Concerns Are Challenging the Market
Table 7 Mobile value added services Market Size, By Solution, 2015-2020 ($Billion)
Table 8 SMS: MVAS Market Size, By Region, 2015-2020 ($Billion)
Table 9 SMS: Market Size, By End User, 2015-2020 ($Billion)
Table 10 SMS: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 11 MMS: Market Size, By Region, 2015-2020 ($Billion)
Table 12 MMS: Market Size, By End User, 2015-2020 ($Billion)
Table 13 MMS: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 14 Location-Based Services: MVAS Market Size, By Region, 2015-2020 ($Billion)
Table 15 Location-Based Services: Market Size, By End User, 2015-2020 ($Billion)
Table 16 Location-Based Services: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 17 Mobile Email & IM: MVAS Market Size, By Region, 2015-2020 ($Billion)
Table 18 Mobile Email & Im: Market Size, By End User, 2015-2020 ($Billion)
Table 19 Mobile Email & Im: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 20 Mobile Money: Mobile Value Added Services Market Size, By Region, 2015-2020 ($Billion)
Table 21 Mobile Money: Market Size, By End User, 2015-2020 ($Billion)
Table 22 Mobile Money: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 23 Mobile Advertising: Market Size, By Region, 2015-2020 ($Billion)
Table 24 Mobile Advertising: Market Size, By End User, 2015-2020 ($Billion)
Table 25 Mobile Money: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 26 Mobile Infotainment: Market Size, By Region, 2015-2020 ($Billion)
Table 27 Mobile Infotainment: Market Size, By End User, 2015-2020 ($Billion)
Table 28 Mobile Infotainment: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 29 Global Mobile value added services Market Size, By End User, 2015-2020 ($Billion)
Table 30 Consumers: MVAS Market Size, By Solution, 2015-2020 ($Billion)
Table 31 Consumers: Market Size, By Region, 2015-2020 ($Billion)
Table 32 Enterprises: Market Size, By Solution, 2015-2020 ($Billion)
Table 33 Enterprises: Market Size, By Region, 2015-2020 ($Billion)
Table 34 Global Mobile Value Added Services Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 35 BFSI: Market Size, By Solution, 2015-2020 ($Billion)
Table 36 BFSI: Market Size, By Region, 2015-2020 ($Billion)
Table 37 Education: Market Size, By Solution, 2015-2020 ($Billion)
Table 38 Education: Market Size, By Region, 2015-2020 ($Billion)
Table 39 Government: Market Size, By Solution, 2015-2020 ($Billion)
Table 40 Government: Market Size, By Region, 2015-2020 ($Billion)
Table 41 Healthcare: Market Size, By Solution, 2015-2020 ($Billion)
Table 42 Healthcare: Market Size, By Region, 2015-2020 ($Billion)
Table 43 Media and Entertainment: Market Size, By Solution, 2015-2020 ($Billion)
Table 44 Media and Entertainment: Market Size, By Region, 2015-2020 ($Billion)
Table 45 Retail: Market Size, By Solution, 2015-2020 ($Billion)
Table 46 Retail: Market Size, By Region, 2015-2020 ($Billion)
Table 47 Telecom & IT: Market Size, By Solution, 2015-2020 ($Billion)
Table 48 Telecom & IT: Market Size, By Region, 2015-2020 ($Billion)
Table 49 Others: Mobile value added services Market Size, By Solution, 2015-2020 ($Billion)
Table 50 Others: Market Size, By Region, 2015-2020 ($Billion)
Table 51 Global Mobile Value Added Services Market Size, By Region, 2015-2020 ($Billion)
Table 52 North America: Market Size, By End User, 2015-2020 ($Billion)
Table 53 North America: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 54 North America: Market Size, By Solution, 2015-2020 ($Billion)
Table 55 Europe: Market Size, By End User, 2015-2020 ($Billion)
Table 56 Europe: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 57 Europe: Market Size, By Solution, 2015-2020 ($Billion)
Table 58 APAC: Market Size, By End User, 2015-2020 ($Billion)
Table 59 APAC: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 60 APAC: Market Size, By Solution, 2015-2020 ($Billion)
Table 61 MEA: Market Size, By End User, 2015-2020 ($Billion)
Table 62 MEA: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 63 MEA: Market Size, By Solution, 2015-2020 ($Billion)
Table 64 Latin America: Market Size, By End User, 2015-2020 ($Billion)
Table 65 Latin America: Market Size, By Industry Vertical, 2015-2020 ($Billion)
Table 66 Latin America: Market Size, By Solution, 2015-2020 ($Billion)
Table 67 New Product Launches, 2011-2015
Table 68 Agreements, Partnerships, Collaborations, Expansion and New Contracts, 2011-2015
Table 69 Mergers & Acquisitions, 2011-2015


List of Figures (44 Figures)

Figure 1 Global Mobile value added services Market: Research Design
Figure 2 Breakdown of Primary Interviews: By Company Type, Designation, and Region
Figure 3 Market Size Estimation Methodology: Bottom-Up Approach
Figure 4 Market Size Estimation Methodology: Top-Down Approach
Figure 5 Market Breakdown Data Triangulation Approach
Figure 6 Mobile value added services Market Size, By Solution (2015 vs 2020): SMS to Lead the Market
Figure 7 MVAS Market Size, By Vertical (2015 vs 2020): BFSI Will Continue Dominating the Market
Figure 8 North America Dominates the MVAS Market While MEA and APAC Project Potential Growth, 2015
Figure 9 Social Media Will Act as an Attractive Market Opportunity
Figure 10 Enterprises Accounted for the Largest Market Size in the Market Between 2015-2020
Figure 11 North America Market Will Continue to Dominate the Mobile Value Added Services Market
Figure 12 MEA Market to Grow With the Highest CAGR
Figure 13 MEA and APAC Are Expected to Have High Growth Rate in the During (2015-2020)
Figure 14 Mobile Internet to Play a Crucial Role in the Mobile Value Added Services (MVAS) Market
Figure 15 Increase in Number of Smartphones and Tablet Users is the Key Growth Driver of MVAS Market
Figure 16 Value Chain Analysis: Enterprises Are Generating New Revenue Streams for the Vendors
Figure 17 Porterís Five Forces Analysis: Limited Number of Substitutes Availabilityhas Increased the Value of MVAS Solutions
Figure 18 Mobile value added services Market, Geographic Analysis
Figure 19 SMS, Mobile Emails, and Mobile Infotainment to Lead the Market
Figure 20 Telecom & IT is the Fastest Growing Industry Vertical in the MVAS Market
Figure 21 Enterprises to Lead the Mobile Value Added Services Market in Terms of Market Growth Rate
Figure 22 Telecom & IT is the Fastest Growing Industry Vertical in the Market
Figure 23 Geographical Snapshot (2015 & 2020): Rapid Growth Markets Are Emerging as New Hot Spots
Figure 24 APAC and MEA are the fastest growing region in the mobile value added services market
Figure 25 North America Market Snapshot: Investment in Healthcare and Telecom & IT Industry Will Drive the Market
Figure 26 MEA Market Snapshot: Investment in Healthcare and Telecom & IT Industry Will Drive the Market
Figure 27 Companies Adopted New Product Launch as the Key Growth Strategy Between 2011-2015
Figure 28 Google Grew at the Highest Rate Between 2012-2014
Figure 29 Market Evaluation Framework
Figure 30 Battle for Market Share: Partnerships, Agreements, and Collaborations Was the Key Strategy of the Leading Market Players
Figure 31 Geographica Revenue Mix of Top 5 Market Players
Figure 32 AT&T: Company Snapshot
Figure 33 AT&T: SWOT Analysis
Figure 34 Apple: Company Snapshot
Figure 35 Apple: SWOT Analysis
Figure 36 Google: Company Snpashot
Figure 37 Google: SWOT Analysis
Figure 38 Vodafone: Company Snapshot
Figure 39 Vodafone: SWOT Analysis
Figure 40 Mahindra Comviva: Company Snapshot
Figure 41 Mahindra Comviva: SWOT Analysis
Figure 42 Onmobile Global Limited: Company Snapshot
Figure 43 Comverse: Company Snapshot
Figure 44 Kongzhong Corporation: Company Snapshot

The global telecom sector has experienced a rapid growth during the last few decades. Demand for highly relevant, personalized, content rich VAS over the mobile has bought high growth in this market. Carriers are forcing independent software vendors and communication equipment providers to develop cost-effective reliable and well tested applications that can help them to generate new revenue as well as improve customer satisfaction.

This study is done to understand the structure of the mobile value added services ecosystem and is intended to help the MVAS solution vendors, which includes network operators, handset manufacturer, content/app aggregator, and content/app owner to better serve their clients, SMBs, and enterprises. Content/app owner are the companies which make agreements with telecom operators, content aggregators, and handset manufacturer to provide and share content. Content aggregators gather content from different content owner and distribute them to customers according to the need. Whereas, network operators provide service delivery and support to user of content.

Increase in smartphone and tablet users, mobile internet, increased usage of mobile applications and mobile web, and increased return on marketing spend are some of the factors driving the mobile value added services market. Lack of education and awareness among SMBs and complex implementation of the MVAS solutions are the factors hindering the growth of the market. Social media offer new opportunities for the vendors. Privacy concerns are some of the challenges being faced by the marketers in the MVAS ecosystem.

In this report, MarketsandMarkets provides an in-depth study of the market trends, market sizing, competitive mapping, and market dynamics of MVAS. The trends, drivers, and opportunities in the mobile value added services market distinctly indicate noteworthy growth in the coming years. The market is segmented by solution into mobile messaging services, mobile internet services, mobile commerce, and others; by service into consulting, system integration, managed services, and others; by end users into SMBs, enterprises, telecom operators, and others; by vertical into BFSI, entertainment, healthcare, education, and others; by regions into NA, Europe, APAC, MEA, and LA.

The table given below highlights the MVAS market size and Y-O-Y growth rate. The overall mobile value added services market size is expected to grow from $330.35 Billion in 2015 to $655.07 Billion in 2020, at an estimated CAGR of 14.7%.

Mobile Value Added Services Market, 2015-2020 ($Billion)

Mobile Value Added Services (MVAS) Market

Source: MarketsandMarkets Analysis

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