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Mobile Value Added Services (MVAS) - Global Market Trajectory & Analytics

  • ID: 2692228
  • Report
  • July 2020
  • Region: Global
  • 472 Pages
  • Global Industry Analysts, Inc
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Global Mobile Value Added Services (MVAS) Market to Reach US$998.4 Billion by the Year 2027

Amid the COVID-19 crisis, the global market for Mobile Value Added Services (MVAS) estimated at US$479.2 Billion in the year 2020, is projected to reach a revised size of US$998.4 Billion by 2027, growing at a CAGR of 11.1% over the analysis period 2020-2027.Wireless Application Protocol, one of the segments analyzed in the report, is projected to grow at a 11.7% CAGR to reach US$307.1 Billion by the end of the analysis period. After an early analysis of the business implications of the pandemic and its induced economic crisis, growth in the Short Messaging Services segment is readjusted to a revised 10.6% CAGR for the next 7-year period. This segment currently accounts for a 22.8% share of the global Mobile Value Added Services (MVAS) market.

The U. S. Accounts for Over 27% of Global Market Size in 2020, While China is Forecast to Grow at a 14.6% CAGR for the Period of 2020-2027

The Mobile Value Added Services (MVAS) market in the U. S. is estimated at US$129.4 Billion in the year 2020. The country currently accounts for a 27% share in the global market. China, the world second largest economy, is forecast to reach an estimated market size of US$216.1 Billion in the year 2027 trailing a CAGR of 14.6% through 2027. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 7.7% and 9.6% respectively over the 2020-2027 period. Within Europe, Germany is forecast to grow at approximately 8.6% CAGR while Rest of European market (as defined in the study) will reach US$216.1 Billion by the year 2027.

Interactive Voice & Video Response Segment Corners a 20.1% Share in 2020

In the global Interactive Voice & Video Response segment, USA, Canada, Japan, China and Europe will drive the 11.4% CAGR estimated for this segment. These regional markets accounting for a combined market size of US$72.4 Billion in the year 2020 will reach a projected size of US$154.1 Billion by the close of the analysis period. China will remain among the fastest growing in this cluster of regional markets. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$145.3 Billion by the year 2027, while Latin America will expand at a 13.7% CAGR through the analysis period. The publisher brings years of research experience to this 16th edition of our report. The 472-page report presents concise insights into how the pandemic has impacted production and the buy side for 2020 and 2021. A short-term phased recovery by key geography is also addressed.

Competitors identified in this market include, among others
  • Amazon. com, Inc.
  • America Movil SAB de CV
  • Apple Inc.
  • AT&T, Inc.
  • Bharti Airtel Limited
  • Blackberry Limited
  • CanvasM Technologies Limited
  • Computaris International Ltd.
  • Dialogic Inc.
  • eServGlobal
  • Etihad Etisalat Co.,
  • Gemalto NV
  • Google Inc.
  • Huawei Technologies Co. Ltd.
  • KongZhong Corp.
  • Mahindra Comviva
  • Mavenir Systems Inc.
  • NTT DoCoMo Inc.
  • OnMobile Global Ltd.
  • Opencode Systems Ltd.
  • Samsung Apps
  • Samsung Electronics Co., Ltd.
  • Sprint Corporation
  • Tech Mahindra Limited
  • Telefónica S. A.
  • Vodafone Group plc
  • ZTE Corporation

The global analysis and forecast periods covered within the report are 2020-2027 (Current & Future Analysis) and 2012-2019 (Historic Review). Research estimates are provided for 2020, while research projections cover the period 2021-2027.
Note: Product cover images may vary from those shown
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I. INTRODUCTION, METHODOLOGY & REPORT SCOPE

II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

A Prelude

Key Milestones in Telecom Industry

Recent Market Activity

Internet Revolution Boosts MVAS Market

The Unique Resilience of MVAS

Reshuffling of the MVAS Value Chain

Development of the New 'VAS 2.0' Ecosystem

Mobile Tipping Point: A Fast Approaching Phenomenon

Mobile Value Added Services Primed to Expand

Untapped Opportunities in Developing Markets

VAS Providers Gear Up for Wider Clientele

Offering of Value Added Services to Boost Adoption of m-Commerce

Providing MVAS - Now More of a Compulsion than an Option for MSPs

From MSPs to Mobile Users - Entire Mobile Industry Value Chain Bets Big on MVAS

A Peek at Various Value Chain Participants in MVAS Market

Application-to-Person Messaging

SMS Alternatives Emerge as the Mainstream

OTT Messaging Apps - Complementary or Supplementary to SMS?

VAS to Generate Huge Opportunities in Content and Applications

Factors Facilitating Mass Adoption of Content and Application

Mobile Music Downloads Rule the Roost in Emerging Markets

Mobile TV - The Next Big Bet

Market Strategies

Strengthening Operator Billing for Drive Monetization

Devoting more resources on apps Capable of Generating High ROI

Freemium Model

Partnering with OTT Players

Accepting Prepaid Segment

Reducing Complexity of Data Plans

Outlook

Developing Markets - Hotspots for Growth

Opportunity Indicators

Aggressive Customer Retention Strategies by MSPs to Sustain Demand for MVAS in Developed Markets

Global Competitor Market Shares

Mobile Value Added Services (MVAS) Competitor Market Share Scenario Worldwide (in %): 2020 & 2029

Impact of Covid-19 and a Looming Global Recession

2. FOCUS ON SELECT PLAYERS

Amazon.com, Inc. (USA)

America Movil SAB de CV (Mexico)

Apple, Inc. (USA)

AT&T, Inc. (USA)

Bharti Airtel Limited (India)

Blackberry Limited (Canada)

Computaris International Ltd. (UK)

Dialogic, Inc. (USA)

eServGlobal (France)

Etihad Etisalat Co., (Saudi Arabia)

Gemalto NV (The Netherlands)

Google, Inc. (USA)

Huawei Technologies Co. Ltd. (China)

Intersec SA (France)

KongZhong Corp. (China)

Mavenir Systems, Inc. (USA)

NTT DoCoMo, Inc. (Japan)

OnMobile Global Ltd. (India)

Opencode Systems Ltd. (Bulgaria)

Samsung Electronics Co. Ltd. (South Korea)

Samsung Apps

Sprint Corporation (USA)

Tech Mahindra Limited (India)

CanvasM Technologies Limited (India)

Mahindra Comviva (India)

Telefónica S.A. (Spain)

Vodafone Group plc (UK)

ZTE Corporation (China)

3. MARKET TRENDS & DRIVERS

Rising Usage of Connected Devices - A Key Growth Driver

Mobile Browsing - A Major Revenue Contributor

Key Statistical Data

Data and New Technologies Rule the Roost

Growth of VAS and OTT Services

Advent of Social Media Platforms Foster Growth for MVAS

Increased Mobile Engagement Expected to Drive M-Commerce Revenues

Content Marketing, a Major Marketing Tactic for E-commerce

Chatbots for Handling Growing Volume

Social Media Platforms Help Brands to Serve Customers

Safe and Secure Payment Processing Technologies on Mobile Platforms

Artificial Intelligence for Automatic Interaction

Native Push Notifications, a Powerful Tool

Faster Delivery for Attracting Customers

Growing Penetration of Fixed/Mobile Networks and Internet based Devices Transforming Consumers’ Mobile Communications Behaviors

VAS to Boost Adoption of mobile Phones for Making Payments and Purchasing

Growing Popularity of In-aisle Payment Technology

Personalized Experience for Customers

Online Advertising Driving MVAS

Popularity of Video Content

Ecommerce and mCommerce

Improved Social Engagement on Social Media

Wearables Drive MVAS

Trends Shaping the Global Mobile Ecosystem

Artificial Intelligence for Strengthening Performance of Emerging Sectors

Impressive Growth in Revenue Generation by Content Services

Robust Demand of Smartphones in Emerging Markets

Primary Use of Mobile Internet by New Mobile Subscribers

Growth in OTT Communications Apps Negatively Impacting P2P SMS

A2P SMS Adoption by Enterprises Continues to Grow

Innovations in A2P SMS Landscape

Quality Enhancement

Enhancing Effectiveness

MNOs Move to Protect Revenues

Enterprise Communications Enter the OTT Space

Greater Engagement of OTT Communications Apps with Enterprises

Use of SMS for Internal Communication in Enterprises

Expanded Usage of SMS Communication by Enterprises

Key SMS Alternatives

Future Technological Developments

WebRTC in the Enterprise

Growing Usage of WebRTC Technology in Enterprises

WebRTC as Substitute for A2P SMS

Mobile Finance - The Fastest Growing MVAS Segment

Smartphones: A Key Enabler of Mobile Finance/Commerce

Mobile Banking Market - An Intensifying Mobile Data Traffic Stream

Mobile Payments - A Large Revenue Generator

Location-Based Services Extend Opportunity

Location-Based Advertising Gain Rapid Adoption

Premium SMS to Revive Market Opportunities for Traditional Messaging Based Services

Growing Demand for Entertainment Content

Key Opportunity Indicators

Mobile Music Fuels MVAS Market Growth

Mobile Gaming Offers Opportunities On a Platter

Strong Demand for Mobile Video Provides Growth Impetus

Mobile TV Generates Additional Revenues for MVAS Market Participants

Mobile Gambling Market on Roll Worldwide

'Social Networking on the Move' Encourages MVAS Market Growth

Key Statistical Data

Utility MVAS to Grow in Popularity in Coming Years

M-Governance: An Emerging Frontier

M-Learning: Learning on the Move

M-Health Gaining Traction in Healthcare

M-Agriculture Tends to Emerge as a Boon for Agriculture Community

M-Advertising Gains Prominence

Key Statistical Data

Enterprise: A Critical Segment for Mobile Data Providers

M-Engagement: The Future of MVAS

High-Speed Networks Determine Success of New Mobile MVAS Services

MVAS Over Wi-Fi: An Emerging Revenue Generator

Cloud - The New Paradigm for Mobile VAS

Network Operators Lean Towards Managed MVAS Services

Key Issues & Challenges

Piracy - A Burning Issue for Digital Music & Video Content

Growth in Mobile Users to Drive MVAS

Key Opportunity indicators

Growing Smartphone Sales Lends Traction to MVAS Market

Opportunity Indicators

Media Tablets too Add to the Demand for MVAS

Apple App Store & Google Play Revolutionize Mobile Content Distribution - Lend Traction to MVAS

App Store vs Google Play: A Comparative Analysis

Paid Services or Free Apps - Opportunity Nevertheless for MVAS Participants

Changing Consumer Mobile Usage Habits Augur Well for MVAS Market

Favorable Demographic Trends Strengthens Market Prospects for MVAS

4. GLOBAL MARKET PERSPECTIVE

III. MARKET ANALYSIS

GEOGRAPHIC MARKET ANALYSIS

UNITED STATES

Market Facts & Figures

US Mobile Value Added Services (MVAS) Market Share (in %) by Company: 2020 & 2025

Market Analytics

CANADA

JAPAN

CHINA

EUROPE

Market Facts & Figures

European Mobile Value Added Services (MVAS) Market: Competitor Market Share Scenario (in %) for 2020 & 2025

Market Analytics

FRANCE

GERMANY

ITALY

UNITED KINGDOM

SPAIN

RUSSIA

REST OF EUROPE

ASIA-PACIFIC

AUSTRALIA

INDIA

SOUTH KOREA

REST OF ASIA-PACIFIC

LATIN AMERICA

ARGENTINA

BRAZIL

MEXICO

REST OF LATIN AMERICA

MIDDLE EAST

IRAN

ISRAEL

SAUDI ARABIA

UNITED ARAB EMIRATES

REST OF MIDDLE EAST

AFRICA

IV. COMPETITION

Total Companies Profiled: 127

Note: Product cover images may vary from those shown
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