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Mobile Value-added Services (VAS) in 4G: Market Analysis and Forecasts for LTE-based VAS 2013 - 2018 - Product Image

Mobile Value-added Services (VAS) in 4G: Market Analysis and Forecasts for LTE-based VAS 2013 - 2018

  • ID: 2668020
  • October 2013
  • 178 Pages
  • Mind Commerce LLC

FEATURED COMPANIES

  • Alcatel-Lucent
  • Ericsson
  • Huawei
  • Nokia Siemens Networks
  • ZTE
  • MORE

In the pre-LTE marketplace, the biggest mobile value-added services (VAS) are mobile apps and mobile advertising. This does not change simply with the introduction of LTE, as there will only be roughly 184 million LTE subscribers globally against 7.2 billion subs overall by year end 2013.

A transformation will occur over a period of years in which certain key mobile VAS applications will establish a sustainable market position for the network operators. In fact, this must occur for carriers to establish new revenue streams for business growth beyond core voice and data services as well as anticipated margin squeeze.

The first part of this report assesses the current state of LTE. The report then analyzes value-added services (VAS) in the post LTE era. The research takes an umbrella approach as it evaluates data, mobile advertising, and mobile apps first, and then considers market verticals.

The authors explain how revenues are realized in each market. They examine Rich Communications Suite (RCS) and Voice over LTE (VoLTE). The report describes how the market will develop, in general, and also evaluate what countries are likely to adopt VoLTE by taking a detailed READ MORE >

FEATURED COMPANIES

  • Alcatel-Lucent
  • Ericsson
  • Huawei
  • Nokia Siemens Networks
  • ZTE
  • MORE

1.0 EXECUTIVE SUMMARY

2.0 INTRODUCTION

3.0 LONG TERM EVOLUTION (LTE)

3.1 LTE 2013 STATUS UPDATE

3.2 LTE SUBSCRIPTIONS

3.3 LTE RELEASE 11 AND THE ROADMAP BEYOND

3.4 LTE DIRECT

3.5 LTE DIRECT APPLICATIONS

4.0 LTE VALUE-ADDED SERVICES (VAS)

4.1 ASSUMPTIONS ABOUT MOBILE SUBSCRIPTIONS AND MOBILE DATA

4.2 MOBILE DATA

4.3 MOBILE ADVERTISING

4.4 API-BASED APPS DOWNLOADS

4.5 SOCIAL NETWORKING/MATCHING

4.6 COUPONS, LOYALTY AND VENUE-BASED SERVICES

4.7 GEO-LOCATION BASED SERVICES

4.8 MOBILE GAMING

4.9 MOBILE VIRTUAL GOODS

4.10 VIDEO, TV, PAY-TV AND SECOND-SCREEN

4.11 MOBILE HEALTH

4.12 MUSIC SERVICES (INCLUDING RINGBACK AND RINGTONES)

4.13 MACHINE-TO-MACHINE (M2M)

4.14 CONNECTED VEHICLES

4.15 PUBLIC SAFETY LTE

4.16 MESSAGING, TEXTING, AND SMS (NOT RELATED TO RCS)

4.17 SMALL CELL TARGETED ADVERTISING

4.18 MISCELLANEOUS SUBSCRIPTION SERVICES

4.19 LTE VAS ROLL-UP

5.0 THE MOST ACTIVELY ANTICIPATED VAS: VOLTE

5.1 HOW VOLTE WORKS

5.2 WHY VOLTE IS IN THE BEST INTERESTS OF MOBILE OPERATORS

5.2.1 MANAGEMENT OF MACRO SPECTRUM

5.2.2 GREATER EFFICIENCY OF MICRO SPECTRUM

5.2.3 IMPROVED QOS

5.2.4 LESS HARDWARE AND COTS EQUIPMENT

5.2.5 ROAMING WILL BE DRAMATICALLY EASIER

5.2.6 LESS EXPENSIVE PER BIT BACKHAUL

5.2.7 COMPARABLE DEVICE PERFORM BETTER ON LTE THAN ON 3G NETWORKS

5.3 FACTORS THAT COULD SLOW THE GROWTH OF VOLTE

5.3.1 SPECTRUM ISSUES INCLUDING THE LACK OF GLOBALLY HARMONIZED SPECTRUM

5.3.2 LACK OF SPECTRUM COHERENCY IN THE UNITED STATES

5.3.3 DEVICE MANUFACTURERS ARE RETICENT TO SUPPORT VOLTE

5.3.4 TECHNICAL CHALLENGES IN THE NETWORK

5.3.5 RELAXED RULES ON NETWORK SHARING IN THE EUROPEAN COMMISSION

5.3.6 THE GLOBAL RECESSION CONTINUES

5.4 THE STATUS OF CURRENT VOLTE MOBILE OPERATORS

6.0 RICH COMMUNICATIONS SUITE (RCS)

6.1 RCS/JOYN®

6.2 RELEASE STANDARDS, SUITES AND PROFILES IN THE JOYN® PLATFORM

6.3 RCS/JOYN® AS OF TODAY

6.4 RCS/JOYN® AND THE ELEPHANT IN THE ROOM

6.5 RCS APPROACHES NOT INVOLVING JOYN®

6.6 OTT SERVICE PROVIDERS

6.7 MOBILE OPERATORS VERSUS OVER-THE-TOP SERVICE PROVIDERS

6.8 MOBILE OPERATORS AND OTT PROVIDERS: COEXISTENCE?

6.9 RCS/JOYN REVENUES

7.0 PROSPECTS FOR VOLTE AND RCS DEPLOYMENTS BY REGION

7.1 ASIA PACIFIC

7.1.1 AUSTRALIA

7.1.2 CHINA

7.1.3 HONG KONG

7.1.4 INDIA

7.1.5 JAPAN

7.1.6 SOUTH KOREA

7.1.7 REST OF ASIA PACIFIC

7.1.8 FORECAST ASIA PACIFIC VOLTE

7.2 CALA

7.2.1 ARGENTINA

7.2.2 BRAZIL

7.2.3 CHILE

7.2.4 COLOMBIA

7.2.5 MEXICO

7.2.6 PUERTO RICO

7.2.7 REST OF CALA

7.2.8 FORECAST CALA VOLTE

7.3 EASTERN EUROPE

7.3.1 HUNGARY

7.3.2 POLAND

7.3.3 ROMANIA

7.3.4 RUSSIA

7.3.5 REST OF EASTERN EUROPE

7.3.6 FORECAST EASTERN EUROPE VOLTE

7.4 MIDDLE EAST AND AFRICA

7.4.1 CONTINENTAL AFRICA

7.4.2 SAUDI ARABIA

7.4.3 SOUTH AFRICA

7.4.4 REST OF MIDDLE EAST AND AFRICA

7.4.5 FORECAST MIDDLE EAST AND AFRICA VOLTE

7.5 NORTH AMERICA

7.5.1 TIMELINE OF ACTIVITIES IN THE NORTH AMERICAN MARKET

7.5.2 AT&T

7.5.3 BELL MOBILITY

7.5.4 CLEARWIRE

7.5.5 ROGERS WIRELESS

7.5.6 SPRINT

7.5.7 TELUS MOBILITY

7.5.8 T-MOBILE/METROPCS

7.5.9 VERIZON WIRELESS

7.5.10 REST OF REGION NORTH AMERICA

7.5.11 FORECAST NORTH AMERICA VOLTE

7.6 WESTERN EUROPE

7.6.1 STRATEGIES OF THE PAN-EUROPEAN MOBILE CARRIERS

7.6.2 FRANCE

7.6.3 GERMANY

7.6.4 ITALY

7.6.5 SPAIN

7.6.6 SWEDEN

7.6.7 UNITED KINGDOM

7.6.8 REST OF WESTERN EUROPE

7.6.9 FORECAST WESTERN EUROPE VOLTE

7.7 ROLL-UP FORECAST GLOBAL VOLTE

8.0 VENDOR ANALYSIS

8.1 EMPIRIX

8.2 OPENCLOUD

8.3 OPENMIND NETWORKS

8.4 SAMSUNG

8.5 TROPO

9.0 CONCLUSIONS AND RECOMMENDATIONS

9.1 CARRIERS

9.2 CONTENT PROVIDERS

9.3 APPLICATION DEVELOPERS

9.3.1 CONSUMER MARKET

9.3.2 ENTERPRISE MARKET

9.3.3 INDEPENDENTS

9.4 INFRASTRUCTURE PROVIDERS

9.4.1 ERICSSON

9.4.2 HUAWEI

9.4.3 NOKIA SIEMENS NETWORKS

9.4.4 ALCATEL-LUCENT

9.4.5 ZTE

9.5 WIRELESS DEVICE PROVIDERS

9.5.1 OVERVIEW

9.5.2 LTE HANDSET ISSUES

10.0 GLOSSARY

11.0 APPENDICES

11.1 LTE TECHNOLOGY AND ARCHITECTURE

11.1.1 LTE TECHNOLOGY

11.1.2 LTE ADVANCED

11.1.3 LTE INFRASTRUCTURE ELEMENTS AND ARCHITECTURE

11.2 LTE ARCHITECTURE DETAILS

11.2.1 SERVICE ARCHITECTURE

11.2.2 LAYER 2 OF LTE

11.2.3 DOWNLINK LOGICAL

11.2.4 UPLINK LOGICAL

11.2.5 MOBILITY ACROSS ENBS

11.3 IP MULTIMEDIA SUBSYSTEM (IMS)

11.4 SERVICE CENTRALIZED AND CONTINUITY APPLICATION SERVER (SCC)

List of Graphs

Figure 1. Depiction of LTE Direct Public Expression

Figure 2. Qualcomm Differentiated Apps/Services for Proximate Discover

Figure 3. Evolution of Mobile Advertising

Figure 4. VoLTE Commitments and Deployments, GSA May 2013

Figure 5. Legacy Services, RCS-e, and RCS5

Figure 6. OTT Service Providers vs. Mobile Operators

Figure 7: Dynamic Address Book (DAM)

Figure 8: Wireless Network Infrastructure RAN Vendor Ranking Matrix 2012

Figure 9: Core Network Vendor Ranking Matrix 2012

Figure 10: 4G Handset Technical Issues

Figure 11: LTE E-UTRAN Infrastructure Network Elements

Figure 12: LTE EPC Infrastructure Network Elements

Figure 13: Understanding LTE Network Elements and Channels

Figure 14: IMS Planes

Figure 15: IMS Model

Figure 16: Service Centralized and Continuity Application Server

List of Tables

Table 1. Global Value of All LTE VAS, $US Millions, 2013- 2018

Table 2. LTE in 2013

Table 3. LTE Subscriptions, by Region, Subscriptions Millions, 2013-2018

Table 4. Formal Status of LTE Release 10, 11, and 12

Table 5. Mobile Subscriptions by 2G/3G and LTE, Subscriptions Millions, 2013-2018

Table 6. Mobile Data Consumption per Mobile Subscription, by 2G/3G and LTE, Subscriptions Millions, PB, 2013-2018

Table 7. Estimate Revenues Made by Mobile Operators. From Data Usage Plans, % of Which Comes From LTE, $US Millions, 2013-2018

Table 8. Mobile Advertising Revenues by Type and by Device, all Mobile, $US Millions, 2013-2018

Table 9. Mobile Advertising Revenues Derived from LTE VAS, by Type and by Device, $US Millions, 2013-2018

Table 10. Size of Mobile Apps Market (less Embedded Advertising), Revenues from LTE, $US Millions, 2013-2018

Table 11. Financial Milestones in Social Media

Table 12. Metrics, Tendencies, and Nuances in Mobile Social Networking

Table 13. Estimated LTE VAS Revenues from Social Networking Sites (Memberships and Ad Revenues), $US Millions, 2013-2018

Table 14. Value of Mobile Coupon Redemptions, LTE, $US Millions, 2013-2018

Table 15. Value of Mobile Coupons, Loyalty-Based, and Venue Based Services, All Mobile and LTE, $US Millions, 2013-2018

Table 16. Acquisitions of Location-Based Services Companies or Technical Collaborations

Table 17. Global Market Size of Location-Based Services (LBS) and Ad Revenues from LBS, $US Millions, 2013-2018

Table 18. LTE Global Market Size of Location-Based Services (LBS) and Ad Revenues from LBS, $US Millions, 2013-2018

Table 19. Revenues from Global Gaming Apps Market and From Ads from the Mobile Gaming Market, $US Millions, 2013-2018

Table 20. Revenues from Global LTE Gaming Apps Market, LTE Mobile Ads, and LTE Gaming Subscription Services, $US Millions, 2013-2018

Table 21. Approximate Value of LTE Data for Video, Web Browsing and Internet, and used to Play Mobile Games, $US Millions, 2013- 2018

Table 22. Revenues from Mobile Virtual Goods and from LTE Virtual Goods, US$ Millions, 2013-2018

Table 23. Revenues from Multiscreen, Streaming TV Services and Pay TV, VOD, Revenues from LTE, $US Millions, 2013-2018

Table 24. Revenues from Mobile Health Services, Revenues from LTE, $US Millions, 2013-2018

Table 25. Revenues from Music Subscriptions Services, Songs Downloads, Music Videos, Ringtones, and Ring-backs, Revenues from LTE, $US Millions, 2013-2018

Table 26. M2M Cellular Connections and Revenues, LTE Connections and Revenues, Subs Millions, $US Millions, 2013-2018

Table 27. Connected Automobile and Revenues from Automotive VAS, Connections that are LTE and Revenues, $US Millions, 2013-2018

Table 28. Points of Interest about the US Public Safety Including FirstNet

Table 29. Revenues from LTE Public Safety, $US Millions, 2013-2018

Table 30. Revenues Derived by Mobile Operators from LTE Texting (Discrete Service), $US Millions, 2013-2018

Table 31. Global Ad Revenues from Small Cells, US$ Millions, 2013-2018

Table 32. Revenues from Miscellaneous LTE VAS, $US Millions, 2013-2018

Table 33. LTE Value-added Services, Type of Service, $US Millions, 2013-2018

Table 34. Major OTT Communication Service Providers

Table 35. RCS/joyn® Subscribers, LTE Subs, by Region, Subs Millions, 2013-2018

Table 36. RCS/joyn® Subscriber Revenues, Revenues from LTE, by Region, $US Millions, 2013-2018

Table 37. RCS/joyn® Mobile Ad Revenues, Revenues from LTE, by Region, $US Millions, 2013-2018

Table 38. Asia Pacific VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 39. Brazil Mobile Subscriptions (as of May 2013), Subscriptions in Millions, % of Overall Market

Table 40. CALA VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 41. Local Eastern European Mobile Operators Owned by pan-European Operators, Subscribers in Millions, Ownership by Operator

Table 42. Eastern Europe VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 43. Middle East and Africa VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 44. Long-term Objectives of Sprint Network Vision

Table 45. North America VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 46. European Countries where pan-European Carriers have National Markets

Table 47. Vodafone LTE and RCS/joyn® Presence in Europe

Table 48. Western Europe VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

Table 49. Global VoLTE Subscribers, VoLTE Revenue and VoLTE POP, Revenues US$Millions, Subscribers and POP in Thousands, 2013-2018

- Alcatel-Lucent
- Ericsson
- Huawei
- Nokia Siemens Networks
- ZTE

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