With the rise in customer expectation for high level of mobile service, network operators are facing cut-throat competition. Today, the operators are focusing on three areas to improve their bottom line – ensuring cost efficiencies, revenue growth, and building customer engagement on non-voice revenue stream.
MVAS is broadly defined as including SMS, MMS, mobile emails & IM, mobile money, mobile advertising, and mobile infotainment. The advent of 3G and 4G services worldwide and the growing market penetration of mobile phones are driving the market for MVAS. Today, consumers are constantly connected to their mobile device, which makes it essential for providers to integrate mobile into the value added services.
Operators are focusing on developing relationship with MVAS solution providers in order to differentiate their brand, create and sustain new revenue streams and drive average revenue per user. The MVAS providers offer solution to operators, content owner, content aggregators, content publisher, and media companies. The offers include content delivery solutions, content aggregation, publishing and messaging management platform solutions, and contextual advertising solutions.
Today majority of MVAS market share depends on the SMS solution, which depicts positive impact on the enterprises. However, during the forecast period mobile money solution is expected to grow faster, at a CAGR of 51.01%.
North America is expected to be the biggest market in terms of revenue contribution, while Asia-Pacific (APAC) and Middle East and Africa (MEA) are expected to experience increased market traction, during the forecast period.
MarketsandMarkets forecasts the MVAS market to grow from $330.35 billion in 2015 to $655.07 billion in 2020 at a CAGR of 14.7% during 2015 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); and by Geography - Global Forecast and Analysis to 2020
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