A mobile value-added service (MVAS) is a famous term in telecommunication industry used to describe non-core services, broadly all services which are beyond standard voice, data calls, SMS, MMS and fax transmissions. Such value added services in mobile industry add value to the standard offerings and services offered by the service providers.
Mobile value added services include services such as ring back tone (RBT), music tracks play, download and ring tones, sports and infotainment services, location based services, missed call alerts and voice mail box, online gaming, devotional applications, mobile advertisements, mobile money & m-commerce based services, contests & voting, out bond dialer services, WAP content downloads and utility services among others.
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High penetration rate of mobile devices, fixed broadband subscriptions and number of active mobile broadband are some of the driving factors for the mobile value added services market. The reach and penetration of the internet enabled mobile handsets is very high across the globe and the tendency to use internet and internet based devices is growing rapidly, thus ultimately driving the MVAS market.
Growing demand for entertainment content on mobile is a key trend in this market, thus resulting into the growth of mobile music and videos market.
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Mobile value added services can be broadly categorized into three segments such as Consumer VAS, Network VAS and Enterprise VAS. Mobile value added services (MVAS) market is segmented on the basis of type, category and region.
On the basis of type the value added services are segmented into standalone services and non-standalone services. Further on the basis of category of services the market is segmented into Entertainment VAS, Info VAS, Mobile Value-added Services, M-Commerce VAS, Call Management Services, Location Sensitive Billing, Mobile Data Services, Push-to-Talk, and VAS applications among others.
MVAS market can be segmented based on geographical markets into North America, Europe, Asia Pacific and rest of the world (RoW)
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The players in mobile value added services market can have great opportunity in cloud based music storage services, mobile TV, location based advertising, location based services and digital gaming services market. M-commerce, mobile payments and mobile banking market are the fastest growing segments in mobile value added services market.
High speed networks and tariff charges are the factors responsible for the success of mobile VAS market.
The key vendors dominating mobile value added services (MVAS) market are ZTE Corp., Vodafone Group Plc, CanvasM Technologies Limited, Sprint Corporation, Samsung Electronics Co. Ltd., Tech Mahindra Limited, Samsung Apps, OnMobile Global Ltd., Opencode Systems Ltd., Mahindra Comviva, Intersec SA, Nokia Corporation, KongZhong Corp., NTT DoCoMo Inc., Huawei Technologies Co. Ltd., eServGlobal Limited, Gemalto NV, Etihad Etisalat Co., Google, Inc., Apple, Inc., AT&T, Inc., Blackberry Limited, Acision, Amazon.com, Inc., and CanvasM Technology Ltd. among others.
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