Mobile value-added services (MVAS) assigns to the services which are non-core that provided in the telecommunication sector. All the services except transmissions of a fax and voice calls are considered MVAS. The major MVAS services include location-based services, multimedia messaging service, mobile email & IM, mobile money, mobile infotainment, short message service, and mobile advertising. These services are used to supporting a telecom operator’s primary business. It acts as a catalyst for the mobile subscribers to exploit their mobile device to facilitating the operator to enhance their average revenue per user. It offers differentiation & the ability for operators to develop another stream of revenue. It is categorized into utility VAS, m-Education, video search, music, social networking and infotainment.
According to study, “Mobile Value Added Services (MVAS) Market in India, By [VAS Types (Consumer, Enterprise, Network), Delivery Platforms (SMS, CRBT, IVR, WAP), Users (Students, Business) Regions, Verticals (mEntertainment, mCommerce, mBanking, mEducation, mHealth, mGovernance, mAgriculture) ] - Trends & Forecast: 2015-2020” the major companies that are operating in the MVAS market in India are IMImobile Pvt. Ltd., OnMobile Global Ltd, CanvasM Technologies Pvt Ltd., Mobile2Win Pvt. Ltd, Comviva Technologies Limited, ACL Mobile Limited, Value First Digital Media Pvt. Ltd., Apple Inc., Airtel, Vodafone Group Plc, Idea Cellular Ltd, OnMobile, AT&T, Spice Digital Limited, One97 Communication, Comverse Technology Inc.
Based on VAS types, Indian MVAS market is segmented into enterprise VAS, consumer VAS and network VAS. Based on player types, the market is segmented into network operators, content aggregators, content providers, and technology enablers. Based on VAS product categorization, market is segmented into commerce & transaction, communication and infotainment. Based on services, market is bifurcated into MMS (Multimedia messaging services), CRBT (Caller Ring Back Tone), SMS (short messaging services), USSD (Unstructured supplementary Service Data), mobile advertisements, video streaming, polls & contests, social networking, location based services, intelligent network, bulk SMS and infotainment services. Based on delivery platforms, market is segmented into Short Message Service (SMS), Interactive Voice Response (IVR), General Packet Radio Service (GPRS) and Wireless Application Protocol (WAP). Based on users, the market is segmented into business and students. Based on application, market is bifurcated into advertising, customer value, utilities, broadcasting, consumer goods, financial, lifestyle and others. Additionally, based on verticals, the market is divided into mAgriculture, mCommerce, mEntertainment, mBanking, mHealth, mEducation and mGovernance.
The MVAS market is primarily driven by demand for smart-phones & tablets with increasing wireless subscriber base, growing entertainment services and increasing internet subscriber base. Apart from the major benefits, the key restraint of the market includes low penetration in rural regions-local language content, followed by lack of usages & promotions. Additionally, some of the new opportunities are demand for LTE/4G technology in data market, increasing enterprise demand & consumer demand and gear up- low cost handset devices.
The Indian MVAS market is expected to grow at a CAGR of 18.5% throughout the period 2015-2020. The consumer VAS & enterprise VAS market is likely to grow at a CAGR of 19.7% & 19.3% during same period, respectively.
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Ankur Gupta, Head Marketing & Communications