Value Added Services are the Non–core services provided along with the core services in any type of service industry. So, in mobile and telecommunication industries, VAS is those services provided along with standard voice calls. They are mostly availed with less or no cost at all. This VAS improves the value of their standard services and provides for driving up the average revenue per customer/user (ARPU) by retaining the customers. Earlier, VAS in telecommunication was MMS, data access and SMS. However, with changes in time, they have become standard offerings for the companies. VAS these days are marketed as premium features and they are beneficial to both the companies and users since enhance user’s value and provide valuable data for analytical purposes. However, they should not be considered as a tool for diversification.
The Report Mobile Value-Added Services (MVAS) Market In India - Trends & Forecast, 2015-2020 gives a detailed analysis of the Indian market for mobile value-added services (VAS). The report provides information related to the latest industry and market trends, key stakeholders, industry pest analysis, Porter's Five Forces analysis, and competitive landscape. The report covers competitive landscape, which includes mergers & acquisitions, joint ventures & collaborations, and competitor comparison analysis. It includes implementation, opportunities, and adoption rate of MVAS in various industries. The top players in the market are CanvasM Technologies, Comviva Technologies, IMImobile Pvt. Ltd. and On Mobile Global.
Since market liberalization and globalization have changed the dynamics of business, companies are constantly coming up with new innovative ways to retain their customers, which is essentially how VAS started functioning. Since the mobile communications market is rapidly changing, the average revenue per user that is generated from their core service of voice calls are declining due to plunging in tariffs and saturation in the market. Thus quality services would only be the competitive advantage to sustain. These services include live streaming, recorded messages, dating, and SMS chatting services, balance checking, mobile advertising, OTT and mobile TV services, WAP content downloads to name a few. The main stakeholders that are involved in the value chain include content copyright owners, mobile operators, handset manufacturers, technology enablers.
The industry has boomed and blossomed in the past mainly due to the booming economy, increase in mobile and internet penetrations and personalization of content. Studies show how the mobile subscriber base has multi-folded increased in the past decade. Since the mobile channel is one of the most effective ways to communicate to the mass, VAS types are receiving many investments from both SMEs and larger enterprises. Entertainment is expected to lead the market followed by M-Commerce and M-Banking. Other expected market segments are videos, movies, music, live TV and so on with concentration in the entertainment sector.
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