South Africa Mobile Value Added Services (MVAS) Market Outlook to 2018
Driven by Rising Mobile Internet Penetration
April 2014
85
About the Report
About the Report
The report titled 'South Africa Mobile Value Added Services (MVAS) Market Outlook to 2018 - Driven by Rising Mobile Internet Penetration' presents a comprehensive analysis of the industry aspects including market size of mobile value added services such as messaging services, entertainment (music, games, TV/videos, Wallpapers, Themes and others), network services and other mobile services in South Africa. The report also entails the market share analysis and company profiles of major players operating in the mobile VAS market of South Africa. The future analysis, trends and developments, government regulations and segmentation by type of services have also been discussed in the industry research report.
The mobile-VAS market in South Africa has been dominated mainly by the messaging services and entertainment service with a contribution of ~% and ~% respectively in 2013. The demand for entertainment services, especially games and local music content has driven the entertainment services market during 2008-2013. Additionally, the introduction of advanced technology such as 3G and 4G which support applications such as video calls and conference and location-based services in the country have contributed significantly to the growth of mobile-VAS services in South Africa. The number of 3G subscribers in Sub Saharan Africa has grown at a substantial CAGR of 58.5% during 2008-2013.
In the past few years, this industry has witnessed a number of new services and products that have emerged significantly in the market such as the m-banking and utility M-VAS products which includes m-agriculture, m-health and m-education. Such services have provided a resourceful access to essential information to the end users. The m-commerce market in the country has evolved significantly in South Africa by providing banking facilities to the consumers and to the unbanked people residing in the rural areas. Services such as balance inquiries, online transactions, payments and bill payments are offered by the m-commerce services to the mobile users of South Africa.
The rising mobile phone and network penetration is one of the key drivers affecting the growth of M-VAS market in the country. The total mobile penetration reached 132.0% in 2013 and the number of internet users in South Africa reached ~ million in 2013, growing from 4.6 million in 2008. The increasing mobile penetration and the rising demand for entertainment and information services by the consumers have contributed considerably to the growing market of M-VAS services in South Africa.
The mobile-VAS market in South Africa is poised to expand in the next several years on account of increasing mobile internet users in the country. The mobile-VAS market is expected to register a CAGR of 11.2% during 2013-2018, growing from USD ~ million in 2013 to USD ~ million in 2018. The messaging services market will continue to dominate the mobile-VAS market in South Africa during 2013-2017, growing at a CAGR of 7.7%. The launch of 3G and Long term evolution (LTE) technology has offered high speed mobile broadband access to the users which have led to an increased use of services such as mobile TV and videos and mobile gaming. The increasing penetration of 3G and LTE services in the country is anticipated to affect the growth of the mobile entertainment services in the near future.
KEY TOPICS COVERED IN THE REPORT
- The market size of South Africa Mobile-VAS market in terms of value
- South Africa Mobile-VAS market segmentation by type of services (messaging services, entertainment services, network services and others)
- South Africa mobile messaging market segmentation by person to person (P2P), person to application (P2A) and application to person (A2P)
- Market size of South Africa mobile messaging services market
- Market size of South Africa mobile entertainment services market
- Market size of South Africa mobile network services market
- Market size of South Africa other mobile services market (m-commerce, m-health, m-education and m-agriculture)
- Trends and Developments and Government regulations in the mobile-VAS market of South Africa
- Market share of major players in South Africa M-VAS market
- Company profiles of the major players operating in the mobile-VAS market of South Africa
- Competitive landscape of South Africa mobile-VAS market
- Future projections and macro economic factors of South Africa M-VAS market
Products
Products
Mobile Value Added Services, Mobile Messaging, Application to Person (A2P), Person to Person (P2P), mobile entertainment, mobile TV, music, games, vid
Companies
Vodacom, MTN, Cell C, Telkom (8ta), Mobile Alliance for Maternal Action, Hello Doctor, Mezzanine Ware (Pty) Ltd, Dimagi, Inc, Mobenzi, Cell-Life, Mxit Reach, Manobi, Comviva
Table of Contents
Table of Contents
1. South Africa Mobile-VAS Market Introduction
1.1. Government Regulations in the Telecommunications Industry in South Africa
1.2. Value Chain of Mobile-VAS market
1.3. South Africa Mobile VAS Market Key Drivers
Demand Side Drivers
Supply Side drivers
2. South Africa Mobile-VAS Market Size, 2008-2013
3. South Africa M-VAS Market Segmentation by Type of Services, 2008-2013
3.1. South Africa Mobile Messaging Services Market Introduction and Size, 2008-2013
3.1.1. South Africa Mobile Messaging Services Market Segmentation by P2P and P2A and A2P Services, 2013
3.2. South Africa Mobile Entertainment Services Market Introduction and Size, 2008-2013
3.3. South Africa Mobile Network Services Market Introduction and Size, 2008-2013
3.4. South Africa Other Mobile Services Market Introduction and Size, 2008-2013
M-Commerce
M-Health
Value Chain for M-Health Services Market
M-Education
MoMath Project in South Africa
M-Agriculture
4. South Africa M-VAS Market Trends and Developments
Shift from Voice to Data Services by the Mobile Users in South Africa
Growing Popularity of Mobile IM Services Hindering the Growth of P2P Messaging Services
Surging Mobile Internet Subscribers
Emerging Location Based Services (LBS) in M-VAS Market
Mobile Video Services to Gain Popularity
5. Market Share of Major Players in South Africa Mobile-VAS Market, 2010-2013
6. Company Profiles of Major Players in South Africa M-VAS Market
6.1. Vodacom
6.1.1. Company Overview
6.1.2. Financial Performance, 2008-2013
Key Operating Indicators
6.1.3. Business Strategies
Delivery of New Services
Focus in Driving Data Services
6.2. MTN
6.2.1. Company Overview
6.2.2. Financial Performance, 2008-2012
Key Operating Indicators
6.2.3. Business Strategies
Focus on Maintaining a Strong Brand Presence
Focus on Developing Innovative Products and Services
6.3. Cell C
6.3.1. Company Overview
6.3.2. Financial Performance, 2010
6.3.3. Business Strategies
Focus on the Growth of MNVOs
Focus on Offering Innovative Products and Services
6.4. Telkom (8ta)
6.4.1. Company Overview
6.4.2. Financial Performance, 2008-2012
Key Operating Indicators
6.4.3. Business Strategies
Focus on Strengthening the Mobile Segment
Focus on Expansion of Mobile Retail Footprint
6.5. Virgin Mobile
6.5.1. Company Overview
6.5.2. Business Strategies
Focus on Improving Customer Experience
7. Competitive Landscape of South Africa M-VAS Industry
8. South Africa M-VAS Market Future Outlook and Projections, 2014-2018
8.1. Cause and Effect Relationship between the Industry Factors and Mobile-VAS Market of South Africa
8.2. South Africa Mobile-VAS Market Future Outlook and Projections, 2014-2018
Industry Challenges
9. Macro Economic Factors
9.1. Population, 2008-2018
9.2. Gross Domestic Product, 2008-2018
9.3. Mobile Subscribers in South Africa, 2008-2018
9.4. Number of Mobile Connections in South Africa, 2008-2018
9.5. Number of Internet Users in South Africa, 2008-2018
9.6. Telecommunications Industry in South Africa, 2008-2018
9.7. Number of Smartphone Users in South Africa, 2008-2018
9.8. Mobile Internet Access Revenues in South Africa, 2008-2018
9.9. Technology Mix in Sub Saharan Africa, 2008-2013
9.10. Number of Pay TV Households in South Africa, 2008-2018
10. Appendix
10.1. Market Definitions
10.2. Market Abbreviations
10.3. Research Methodology
Data Collection Methods
Approach
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
10.4. Disclaimer
List of Figure
Figure 1: Mobile-VAS Market Value Chain
Figure 2: South Africa Mobile-VAS Market Size on the Basis of Revenue in USD Million, 2008-2013
Figure 3: South Africa Mobile-VAS Market Segmentation by Services on the Basis of Revenue in Percentage, 2008-2013
Figure 4: South Africa Mobile Messaging Services Market Size on the Basis of Revenue in USD Million, 2008-2013
Figure 5: South Africa Mobile Messaging Services Market Segmentation by A2P and P2A and P2P Services on the Basis of Revenue in Percentage, 2013
Figure 6: South Africa Mobile Entertainment Services Market Size on the Basis of Revenue in USD Million, 2008-2013
Figure 7: South Africa Mobile Entertainment Services Market Segmentation by Services on the Basis of Revenue in Percentage, 2013
Figure 8: South Africa Mobile Network Services Market Size on the Basis of Revenue in USD Million, 2008-2013
Figure 9: M-Health Market Value Chain in South Africa
Figure 10: South Africa Other Mobile Services Market Size on the Basis of Revenue in USD Million, 2008-2013
Figure 11: Population in South Africa in Million, 2008-2018
Figure 12: South Africa GDP in USD Million, 2008-2018
Figure 13: Mobile Subscribers in South Africa in Million, 2008-2018
Figure 14: Number of Mobile Connections (Prepaid and Postpaid) in South Africa in Million, 2008-2018
Figure 15: Number of Internet Users in South Africa in Million, 2008-2018
Figure 16: South Africa Telecommunication Industry Revenues in USD Million, 2008-2018
Figure 17: Number of Smartphone Users in South Africa in Million, 2008-2018
Figure 18: Mobile Internet Access Revenues in South Africa in USD Million, 2008-2018
Figure 19: Number of Pay TV Households in South Africa in Million, 2008-2018
List of Table
Table 1: Licensing under the ECA Act of 2005
Table 2: Domestic SMS Charges by Various Mobile Network Operators in South Africa in Rand
Table 3: Top 10 Singles/ Ringtone Sales in South Africa, 2012
Table 4: LBS Services Offered by Mobile Network Operators in South Africa
Table 5: Bank Penetration in South Africa, 2010
Table 6: Key M-Banking Services in South Africa Mobile-VAS Market
Table 7: Healthcare Sector in South Africa, 2013
Table 8: M-Health Services Categories
Table 9: Distribution of M-Health Services across South Africa, 2013
Table 10: Mobile Internet Subscriptions in South Africa in Million, 2008-2013
Table 11: Number of Tablet Users in South Africa, 2010-2013
Table 12: Estimated Market Share of Major Players in South Africa Mobile-VAS Market, 2010-2013
Table 13: Estimated Revenues from Data Services of Major Players in South Africa Mobile-VAS Market in USD Million, 2010-2013
Table 14: Vodacom's Revenue, Operating Profit and EBIDTA in South Africa in USD Million, 2008-2013
Table 15: Key Operating Indicators of Vodacom in South Africa, 2008-2013
Table 16: Key M-VAS Services Offered by MTN in South Africa
Table 17: MTN Revenue and EBIDTA from its Operation in South Africa in USD Million, 2008-2012
Table 18: MTN Key Operating Indicators in South Africa, 2008-2012
Table 19: Telekom Group Revenue and EBIDTA in USD Million, 2008-2012
Table 20: Telkom Key Operating Indicators in South Africa, 2011-2012
Table 21: Competitive Landscape of Key M-VAS Players Operating in M-Health Segment
Table 22: Competitive Landscape of Key M-VAS Players Operating in Various Domains
Table 23: Cause and Effect Relationship between Industry Factors and South Africa Mobile-VAS Industry Prospects
Table 24: South Africa Mobile-VAS Market Future Projections on the Basis of Revenue in USD Million, 2014-2018
Table 25: Key Challenges faced by the M-VAS Market in South Africa
Table 26: Technology Mix in Sub Saharan Africa (Number of Connections) in Million, 2008-2013
Table 27: Correlation Matrix for South Africa Mobile-VAS Market
Table 28: Regression Coefficients Output
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