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Asia's Emerging Markets - Mobile App, Content and VAS Market Forecast 2010 - 2014
Asia Pacific Research Group (APRG), Jan 2010, Pages: 24
The multi-billion dollar market for mobile value added services (MVAS) continues to be stong in Asia, with the majority the adoption coming from urban youth. Most operators in Asia view VAS as a differentiator and continue to adjust offerings to meet the latest trends.
Understanding the consumer perspective - both the early adopters and the followers - is critical to achieving a breakthrough in stemming the declining ARPU levels, which is why we carried out this extensive market research
This research is based on a three-month long project conducted by APRG, to examine the market potential in 2010 to 2014 for mobile content, applications, and mobile app storefronts. More than 1,600 individuals across mega-cities in Asia took part in the consumer surveys. This research report also outlines the factors influencing of the mobile apps in Asia which include increasing mobile penetration, rising income levels, declining ARPU, the introduction of 3G, and the increasing proliferation of internet sourced, side-loaded content.
There are several pervasive trends that are highlighted in our ethnographic survey including:
- the importance of friends and family for learning of new mobile content is more significant than traditional media
- the importance of the internet for sourcing mobile entertainment
- the consumer's desire for live TV on a mobile phone has not materialized with new 3G users
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