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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