Global Mobile Value Added Services (MVAS) Industry

  • September 2013
  • -
  • Global Industry Analysts
  • -
  • 363 pages

This report analyzes the worldwide markets for Mobile Value Added Services (MVAS) in US$ Million.

The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East/Africa, and Latin America. Annual estimates and forecasts are provided for the period 2010 through 2018. Also, a six-year historic analysis is provided for these markets.

The report profiles 137 companies including many key and niche players such as Acision, Amazon.com, Inc., America Movil SAB de CV, Apple, Inc., AT&T, Inc., Blackberry Limited, Computaris, Comverse, Inc., Dialogic, Inc., E-sense Teleservices, Inc., eServGlobal Limited, Etihad Etisalat Co., Gemalto NV, Google, Inc., Huawei Technologies Co. Ltd., Intersec SA, KongZhong Corp., Nokia Corporation, NTT DoCoMo Inc., OnMobile Global Ltd., Opencode Systems Ltd., Samsung Electronics Co. Ltd., Samsung Apps, Sprint Corporation, Tech Mahindra Limited, CanvasM Technologies Limited, Mahindra Comviva, Vodafone Group Plc, and ZTE Corporation. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs.

Table Of Contents




I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-2
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
A Prelude II-1
Key Milestones in Telecom Industry II-2
Mobile Value Added Services: The New Growth Vector for Mobile
Communications Industry II-2
Table 1: Global Mobile Communication Industry: Percentages
Share Breakdown for Revenue by Data and Voice Based Services
for the Years 2010, 2011, 2012 and 2015 (includes
corresponding Graph/Chart) II-3
Providing MVAS - Now More of a Compulsion than an Option for MSPs II-3
From MSPs to Mobile Users - Entire Mobile Industry Value Chain
Bets Big on MVAS II-4
A Peek at Various Value Chain Participants in MVAS Market II-5
Traditional SMS/MMS Services Being Overshadowed by New
Internet and Application Based MVAS Offerings II-6
MVAS Market - Fairly Resilient Against Periods of Economic
Slowdown II-7
Outlook II-7
Developing Markets - Hotspots for Growth II-8
Opportunity Indicators II-9
Table 2: World Market for Mobile Phones by Geographic
Region (2012): Percentage Share Breakdown of Volume Sales
by Region/Country (includes corresponding Graph/Chart) II-9

Table 3: Global Percentage Share Breakdown of Number of
Mobile Subscriptions by Region for the year 2012 (includes
corresponding Graph/Chart) II-9

Table 4: Global Mobile Internet Market (2012): Estimated
Number of Active Mobile Broadband Subscriptions (In
Million) in Developed and Developing Countries (includes
corresponding Graph/Chart) II-9

Table 5: MVAS as a Percentage of Total Mobile Service
Revenues by Developing Countries (2012) (includes
corresponding Graph/Chart) II-10
Aggressive Customer Retention Strategies by MSPs to Sustain
Demand for MVAS in Developed Markets II-10
Growth in Mobile Users to Drive MVAS II-10
Key Opportunity indicators II-11
Table 6: World Market for Mobile Handsets: Breakdown of
Volume Sales in Million Units for Years 2011, 2013 and 2015
(includes corresponding Graph/Chart) II-11

Table 7: World Market for Mobile Handsets by Technology -
Percentage Breakdown of Annual Sales Volume for 2G, 2.5G,
3G, 3.5G, and 3.9G Enabled Handsets for Years 2013 and 2015
(includes corresponding Graph/Chart) II-12

Table 8: Global Mobile Telecommunications Market (2012):
Breakdown of Number of Mobile Subscribers (In Million) by
Geographic Region (includes corresponding Graph/Chart) II-12
Growing Smartphones Sales Lends Traction to MVAS Market II-13
Table 9: Global Market for Smartphones (2013E and 2017):
Breakdown of Sales in Thousand Units by Geographic Region
(includes corresponding Graph/Chart) II-14

Table 10: Global Market for Mobile Phones (2012): Percentage
Share Breakdown of Smartphones and Feature Phones by
Geographic Region (includes corresponding Graph/Chart) II-14
Changing Consumer Mobile Usage Habits Augur Well for MVAS Market II-15
App Stores Revolutionize Mobile Content Distribution - Lends
Traction to Mobile Value Added Data Services II-15
Paid Services or Free Apps - Opportunity Nevertheless for MVAS
Participants II-16
Table 11: Average Time Spent (In Minutes) on Mobile Apps On
Smartphones and Tablets Worldwide Per User Per Day: Breakdown
by Category (includes corresponding Graph/Chart) II-17

Table 12: Global Mobile Apps Market (2012): Percentage Share
Breakdown of Revenues by Category (includes corresponding
Graph/Chart) II-17
Favorable Demographic Trends Strengthens Market Prospects for
MVAS II-18

2. NOTEWORTHY TRENDS, DRIVERS and ISSUES II-19
Mobile Internet Access - A Major Revenue Contributor II-19
Table 13: Penetration Rate of Mobile Devices, Active Mobile
Broadband and Fixed Broadband Subscriptions (2012): Breakdown
by Geographic Region (includes corresponding Graph/Chart) II-20

Table 14: Global Mobile Internet Market (2012): Percentage
Share Breakdown of Revenues for MMS/SMS, Entertainment,
Advertisement/Search, Enterprise Services and Other Data
Access (includes corresponding Graph/Chart) II-20
Growing Demand for Entertainment Content II-21
Key Opportunity Indicators II-22
Table 15: World Mobile Entertainment Market (2012):
Percentage Breakdown of Revenues by Type of Service/Content
(includes corresponding Graph/Chart) II-22
Mobile Music Fuels MVAS Market Growth II-22
Table 16: Global Mobile Music Industry (2012): Percentage
Share Breakdown of Revenues by Segments-Ringtones, Ringback
tones, Full Track Downloads, Music Streaming (includes
corresponding Graph/Chart) II-23

Table 17: Untapped Potential in Store for Mobile Cloud Music
Services - Presented as Percentage Share of Mobile Users
Accessing Music Applications Over Mobile Phones by Time
Spent (includes corresponding Graph/Chart) II-23

Table 18: Average Listener Hours for Mobile Music for the
years 2010, 2011, 2012 and 2014 for Web and Mobile (in
Billions of Hours) (includes corresponding Graph/Chart) II-23
Mobile Gaming Offers Opportunities On a Platter II-24
Lure of Mobile Games Tough To Resist II-24
Opportunity Indicators II-25
Table 19: Worldwide Digital Games Market (2010 and 2014):
Percentage Breakdown of Revenues by Segments - Console
Games, Online Games, Social Games, Mobile Games and PC
Games (includes corresponding Graph/Chart) II-25

Table 20: Worldwide Mobile Gaming Market (2011): Percentage
Breakdown of Traditional and Mobile Gamers by Age Brackets
- Under 18, 18-49, and Above 50 (includes corresponding
Graph/Chart) II-26

Table 21: Percentage Breakdown of Time Spent by Users on
Wireless Games by Location (includes corresponding
Graph/Chart) II-26
Strong Demand for Mobile Video Provides Growth Impetus II-26
‘Videoization’ of MVAS Gains Momentum II-27
Mobile TV Generates Additional Revenues for MVAS Market
Participants II-28
Mass Adoption - Focus Area for Operators II-28
Mobile TV Holds Bright Prospects for Mobile Advertising Revenue II-28
Mobile Gambling Market on Roll Worldwide II-29
‘Social Networking on the Move’ Encourages MVAS Market Growth II-29
Table 22: Global Mobile Social Networking Market (2012):
Percentage of Mobile Subscribers Accessing Mobile Web on a
Monthly Basis in Select Countries (includes corresponding
Graph/Chart) II-30

Table 23: World Social Media Penetration Rates (%) by Region
(includes corresponding Graph/Chart) II-31
Location-Based Services Extend Opportunity II-31
Location-Based Advertising Gain Rapid Adoption II-31
Premium SMS to Revive Market Opportunities for Traditional
Messaging Based Services II-32
M-Commerce - The Fastest Growing MVAS Segment II-32
Mobile Banking Market - An Intensifying Mobile Data Traffic
Stream II-33
Mobile Payments - A Large Revenue Generator II-33
Utility MVAS - Growing in Popularity II-34
M-Governance: An Emerging Frontier II-34
M-Learning: Learning on the Move II-35
Table 24: World Mobile Learning Market: Projected Compounded
Annual Growth Rates (CAGR) for Mobile Learning Products for
the Period 2010-2015 by Region (includes corresponding
Graph/Chart) II-36
M-Learning VAS - A Lucrative Market II-36
M-Health and M-Agriculture to Gain Traction II-37
M-Advertising Gains Prominence II-38
Table 25: Global Mobile Advertising Industry (2013 and 2016P):
Percentage Share Breakdown of Revenues by Region (includes
corresponding Graph/Chart) II-39

Table 26: Global Mobile Internet Ad Market (2013E):
Percentage Share Breakdown Internet Ad Revenues by Leading
Players (includes corresponding Graph/Chart) II-39
Enterprise: A Critical Segment for Mobile Data Providers II-39
M-Engagement: The Future of MVAS II-40
High-Speed Networks Determine Success of New Mobile MVAS Services II-40
‘Mobile WiMAX’ - Making its Presence Felt in the World of
High-Speed Networks II-41
MVAS Over Wi-Fi: An Emerging Revenue Generator II-42
Cloud - The New Paradigm for Mobile VAS II-42
Key Issues and Challenges II-43
Piracy - A Burning Issue for Digital Music and Video Content II-43

3. MOBILE VALUE ADDED SERVICES - AN OVERVIEW II-44
An Introduction II-44
Characteristics of Value Added Services II-45
Advantages II-45
Disadvantages of VAS II-45
Costs of Value Added Services II-46
Value Added Services - A Classification II-46
Standalone II-46
Non-Standalone II-46
Categories of VAS II-46
Info VAS II-46
Entertainment VAS II-47
M-Commerce VAS II-47
Mobile Value-added Services II-47
Call Management Services II-47
Push-to-Talk II-47
Location Sensitive Billing II-47
Mobile Data Services II-48
VAS Applications II-48

4. SERVICE LAUNCHES II-49
GupShup Technologies Introduces GupShup Mobile App II-49
Dialogic Unveils Network Fuel to Extend Capability of Existing
Media Networks II-49
One97 Communications to Unveil AdWorks Mobile AD Network II-49
Telecom Operators Introduce Service for Mobile VAS Complaints II-49
Flytxt Unveils mADmart in Bangladesh II-50
Bharti Airtel Introduces New Value-Added Service II-50
StreamWIDE Introduces SmartMS Technology II-50
Government of Karnataka Rolls Out m-Governance Services II-50
Vodacom to Introduce New Smart Plans II-51
TeleDNA Communications to Launch Infotainment and
Entertainment Platform for NTC II-51
Vodacom Business Services Unveils Vodacom Cloud Monitor II-52
Vodafone India Introduces Vodafone All-in-One VAS Card II-52
StreamWIDE Introduces SmartMS Technology II-52
Government of Karnataka Rolls Out m-Governance Services II-52
Handygo Technologies Introduces Mobile-Based Gadget Guide
Update Service II-53
Aircel Introduces Pocket Internet Games Recharge Card II-53
Idea Cellular Launches Idea Magic Voice VAS Service II-53
Mobile-XLâ„¢ Introduces Operator Dashboard II-53
Mobile-XLâ„¢ Improves Email Functionality of XLBrowserâ„¢ Service II-54
Dialogic Unveils Dialogic® PowerMedia™ Extended Media Server II-54
Dialogic Unveils Mobile Video Communication Service II-54
China Mobile Launches Mobile Voice Application II-54
Intersec Unveils IGLOO Version 3.0 II-55
Atos Worldline Unveils NFC Mobile Wallet II-55
Comviva Unveils Hola!, a Mobile Social Networking Product II-55
Airtel Unveils SMS Alerts Platform II-56
Tigo Tanzania Launches Voice SMS Service II-56
TeleDNA Offers Machine-to-Machine Platform II-56
Saregama and Tata DoCoMo Introduce Legends Forever Music Service II-57
Openwave Mobility Unveils Mobile Data Charging Solution II-57
Salusoft Introduces Mobile Application Development Program II-57
Neusoft Introduces Silta Product Family II-57
Dialogic’s SBO and SBC Solutions Deliver Extended Network
Capabilities in Africa II-58
Donjin Communication Technology Launches MSVAS Gateway II-58
Dialogic Introduces Dialogic® PowerMedia™ HMP 5.0 Software II-58
Comverse Unveils Comverse VAS 3.0 II-59
Dialogic Launches Dialogic® BorderNet™ 2020 Integrated
Multimedia Gateway II-59
Apalya Technologies to Extend Mobile VAS Portfolio II-60
Net Mobile Introduces Direct Carrier Billing Service Net-m II-60
Mobinil Launches Pay-For-Me Service on eServGlobal Platform II-60
Acision Rolls out Enhanced Personalized Messaging Services II-60
Nextel Introduces PTT Services on New W-CDMA Network II-61
Dialogic Introduces Solution Showcase II-61
FET Rolls out Four Mobile VAS Platforms II-62
Idea Launches “Behtar Zindagi” II-62
Airtel Bangladesh and Comviva Partner to Launch SMS Services II-62
Voicetap and Tata DOCOMO Introduce TOM II-62
Bay Talkitec Unveils Smart LI II-63
Zantel Introduces Epiq Nation II-63
BSNL Unveils Three New VAS II-63
Zain Kuwait Introduces USSD Service II-63
XOP Networks Launches Mobile Service Provider VAS Package II-63
Reliance Communications Rolls out Mobile Banking Services II-64
Sangoma Technologies Releases New Version of NetBorder SS7
Media Gateway II-64
Telkom Unveils Business Mobile Services II-64
Aircel Selects Dialogic® Vision™ 1000 Video Gateway for 3G
Platform II-65
Tata DoCoMo Introduces Three New Regional VAS II-65
OnMobile Rolls out VAS for Vodafone Egypt II-65
Ucell Introduces SMS Value-Added Services II-66
Tata Teleservices Rolls Out Commonwealth 2010 Value-Added
Service Portfolio II-66
Taiwan Mobile Unveils MoFun Value Added Service Platform for
Smartphones II-66
Vodafone Essar Introduces Ramadan Value Added Services in Kolkata II-66
ICE to Roll Out 3G Value-Added Services II-66
Zain Kenya Launches Call-Back, Airtime Credit Services II-67
IMI Mobile Unveils Cell Shakti Service in Andhra Pradesh II-67
Airtel Rolls Out Value-Added Service in Karnataka II-67
BSNL Deploys the SDP of TeleDNA to Manage 3G-Based Value-Added
Services in West Zone II-67
IPcom Technologies Unveils Roaming Data Alert Solution II-68
Interchan Launches Handset-Based Chargeable Mobile Value-Added
Service II-68
Reliance Communications Unveils “Mobile Jockey” VAS II-68
Vodafone Essar Introduces Value-Added Services on Bengali New
Year II-68
Mobile Tribe Introduces Two Value-Added Services in
Partnership with Virgin Mobile II-68
Idea Cellular Introduces CyPreTones Service in Andhra Pradesh II-69
NetOne Rolls Out OneXtra Services II-69
Tata DoCoMo Unveils New VAS in Partnership with Gemalto II-69
Telesoft Technologies Rolls Out ARNE IVR Video and Voice Platform II-69
Synway to Unveil New Hardware Architecture and VoIP Recording
Component II-70
MTNL Mumbai and Spice Digital Launch 3G Value Added Services II-70

5. RECENT INDUSTRY ACTIVITY II-71
Bahrain Telecommunication Enters into Partnership with Nazara
Technologies II-71
Tech Mahindra Announces Extension of Merger with Mahindra Satyam II-71
ValueFirst Digital Media Takes Over clk2c.com II-71
Vodafone Enters into Collaboration with Handygo Technologies
to Introduce IVR Service II-71
Bharti Airtel and Nokia Enter into Alliance II-72
One97 Communications Takes Over MobiVite II-72
Citrix Takes Over Bytemobile II-72
Nokia India and Idea Cellular Enter into Strategic Partnership II-72
Ingram Micro to Take Over Promark Technology II-73
Aruba Networks Collaborates with YinzCam II-73
Xinhua News Agency Signs Cooperation Agreement with China Telecom II-74
Weston Solutions Unveils New Operations in China II-74
Telit Introduces m2mAIR Business Unit II-74
Parking Concepts Collaborates With QuickPay to Provide Mobile
Parking Payment Services II-74
IN Switch Signs Reseller Agreement with Openwave Mobility II-75
Allot Communications Acquired Oversi Networks II-75
Trunkbow Enters into an Agreement with Shanghai
Telecommunication Engineering II-76
360Buy Inks a Strategic Partnership Agreement with China Mobile II-76
MTN Signs an Agreement with Ericsson II-76
Accuris Networks Signs Collaboration Agreement Acme Packet II-76
Airtel Signs Agreement with Novosol II-77
Tech Mahindra Takes Over Majority Interest in Comviva
Technologies II-77
eServGlobal Announces New Agreement for HomeSend with Moneytrans II-78
Airtel Joins Hands with ERICSSON for Total Network
Transformation Program II-78
Trunkbow Extends China Unicom Association with MPS Deployment II-79
MoFuse Teams up with Spreed to Extend the Mobile Web
Development Solutions II-79
Golan Telecom Selects OpenCloud’s Rhino Platform II-79
Mobile-XLâ„¢ Inks Agreement with Orange Cameroon II-80
AudioCodes Inks Agreement with BroadSoft for Resale of
AudioCodes VMAS II-80
Dialogic Enters into Partnership with VoipSwitch II-80
Dialogic Enters into Collaboration with Bubble Motion II-81
Mobile-XLâ„¢ and Zed Mobile Ink Partnership II-81
Altruist Group Takes Over Relay Strategy II-81
Spice Digital and Hungama Digital Media Entertainment Ink
Exclusive Agreement II-81
CanvasM Enters into Strategic Partnership with Polaris Wireless II-82
Apacheta Joins Hands with HCL Technologies to Offer Mobile
Enterprise Solutions II-82
China Mobile Chooses Trunkbow to Support Deployment of Point-
of-Sale MPS II-82
telent to Take Over Cassidian’s Analogue Radio Activities II-83
MTNL Teams Up with DigiVive to Provide Mobile TV II-83
Chunghwa Telecom Inks Agreement with HTC II-83
eServGlobal and Xtract Collaborate to Offer Innovative
Analytics for Real Time Promotion II-83
Starfish Mobile and OnMobile Enter into Partnership II-84
Spice Digital Enters into Collaboration with Nepal Telecom II-84
ZigBee Alliance Signs Partnership Agreement with Energy@home II-85
ZTE Plans to Build Value Added Services for Vodafone Essar II-85
Madison World Teams up with OnMobile to Form a Mobile
Marketing Company II-85
Jingwei International Takes over Shanghai Haicom
Telecommunication II-86
StreamWIDE Partners with Dialogic II-86
Tencent Holdings to Take Over Stake in Mweb Holdings II-86
Samsung Joins Hands with H-care Partner on Mobile Value Added
Services II-86
One97 Joins Hands with SAIF Partners to Invest in MVAS Start Ups II-86
VTC to Offer 3G services II-87
Huayi Brothers Media Acquires Minority Stake in Beijing Ourpalm II-87
Etisalat and Comviva Partner to Offer Value Added Mobile
Solutions II-87
TDC and iBasis Sign Agreement to Offer Mobile VAS II-87
Airwide Solutions and Tecnotree Collaborate to Provide
Comprehensive VAS Solutions II-88
Artificial Life Collaborates with China Unicom for Launching
Mobile Game Products II-88

6. FOCUS ON SELECT GLOBAL PLAYERS II-89
Acision (UK) II-89
Amazon.com, Inc. (US) II-89
America Movil SAB de CV (Mexico) II-89
Apple, Inc. (US) II-90
ATandT, Inc. (USA) II-90
Blackberry Limited (Canada) II-91
Computaris (UK) II-91
Comverse, Inc. (US) II-92
Dialogic, Inc. (US) II-92
E-sense Teleservices, Inc. (India) II-93
eServGlobal Limited (France) II-93
Etihad Etisalat Co., (Saudi Arabia) II-94
Gemalto NV (Netherlands) II-94
Google, Inc. (US) II-94
Huawei Technologies Co. Ltd. (China) II-95
Intersec SA (France) II-95
KongZhong Corp. II-95
Nokia Corporation (Finland) II-95
NTT DoCoMo Inc. (Japan) II-96
OnMobile Global Ltd. (India) II-96
Opencode Systems Ltd. (Bulgaria) II-97
Samsung Electronics Co. Ltd. (South Korea) II-97
Samsung Apps II-97
Sprint Corporation (US) II-98
Tech Mahindra Limited (India) II-98
CanvasM Technologies Limited (India) II-98
Mahindra Comviva (India) II-99
Vodafone Group Plc (UK) II-99
ZTE Corporation (China) II-100

7. GLOBAL MARKET PERSPECTIVE II-101
Table 27: World Recent Past, Current and Future Analysis for
Mobile Value Added Services by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle
East/Africa, and Latin America Markets Independently Analyzed
with Annual Revenues in US$ Million for Years 2010 through
2018 (includes corresponding Graph/Chart) II-101

Table 28: World Historic Review for Mobile Value Added
Services by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
America Markets Independently Analyzed with Annual Revenues in
US$ Million for Years 2004 through 2009 (includes
corresponding Graph/Chart) II-102

Table 29: World 15-Year Perspective for Mobile Value Added
Services by Geographic Region - Percentage Breakdown of
Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin America
Markets for Years 2004, 2013 and 2018 (includes corresponding
Graph/Chart) II-103

Table 30: World Recent Past, Current and Future Analysis for
Mobile Value Added Services by Service Type - Mobile Internet
Access, Mobile Commerce, Location Based Services, Mobile
Texting, and Others Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2010 through 2018 (includes
corresponding Graph/Chart) II-104

Table 31: World Historic Review for Mobile Value Added
Services by Service Type - Mobile Internet Access, Mobile
Commerce, Location Based Services, Mobile Texting, and Others
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2004 through 2009 (includes corresponding
Graph/Chart) II-105

Table 32: World 15-Year Perspective for Mobile Value Added
Services by Service Type - Percentage Breakdown of Revenues
for Mobile Internet Access, Mobile Commerce, Location Based
Services, Mobile Texting, and Others Markets for Years 2004,
2013 and 2018 (includes corresponding Graph/Chart) II-106


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Current and Future Analysis III-1
Market Participants Look Up to MVAS for Increasing Revenue III-1
High Smartphone Penetration - A Boon for MVAS Market in the US III-1
Table 33: US Market for Mobile Phones (2012): Percentage
Share Breakdown of Smartphones and Feature Phones (includes
corresponding Graph/Chart) III-2
Rapid Proliferation of 3G and 4G Services to Improve MVAS
Prospects III-2
Mobile Video Services to Gain Traction in the US III-2
Mobile Gaming - ‘All Set’ to Grow III-3
Ringtones Market On the Wane III-3
Service Launches III-3
Strategic Corporate Developments III-8
Select Players III-12
B.Market Analytics III-16
Table 34: US Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-16

Table 35: US Historic Review for Mobile Value Added Services
with Annual Revenues in US$ Million for Years 2004 through
2009 (includes corresponding Graph/Chart) III-16

2. CANADA III-17
A.Market Analysis III-17
Current and Future Analysis III-17
Select Player III-17
B.Market Analytics III-18
Table 36: Canadian Recent Past, Current and Future Analysis
for Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-18

Table 37: Canadian Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-18

3. JAPAN III-19
A.Market Analysis III-19
Current and Future Analysis III-19
Overview III-19
Select Player III-19
B.Market Analytics III-20
Table 38: Japanese Recent Past, Current and Future Analysis
for Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-20

Table 39: Japanese Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-20

4. EUROPE III-21
A.Market Analysis III-21
Current and Future Analysis III-21
Overview III-21
Mobile Gaming to Witness an Upsurge in Near Future III-21
B.Market Analytics III-22
Table 40: European Recent Past, Current and Future Analysis
for Mobile Value Added Services by Geographic Region -
France, Germany, Italy, UK, Spain, Russia and Rest of Europe
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-22

Table 41: European Historic Review for Mobile Value Added
Services by Geographic Region - France, Germany, Italy, UK,
Spain, Russia and Rest of Europe Markets Independently
Analyzed with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-23

Table 42: European 15-Year Perspective for Mobile Value
Added Services by Geographic Region - Percentage Breakdown
of Revenues for France, Germany, Italy, UK, Spain, Russia
and Rest of Europe Markets for Years 2004, 2013 and 2018
(includes corresponding Graph/Chart) III-24

4a. FRANCE III-25
A.Market Analysis III-25
Current and Future Analysis III-25
Service Launches III-25
Strategic Corporate Developments III-26
Select Players III-27
B.Market Analytics III-28
Table 43: French Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-28

Table 44: French Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-29

4b. GERMANY III-30
A.Market Analysis III-30
Current and Future Analysis III-30
Strategic Corporate Development III-30
B.Market Analytics III-31
Table 45: German Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-31

Table 46: German Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-31

4c. ITALY III-32
A.Market Analysis III-32
Current and Future Analysis III-32
Service Launch III-32
Strategic Corporate Developments III-32
B.Market Analytics III-33
Table 47: Italian Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-33

Table 48: Italian Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-34

4d. THE UNITED KINGDOM III-35
A.Market Analysis III-35
Current and Future Analysis III-35
Mobile Operators Focus on Application-to- Person (A2P) SMS
to Boost SMS Revenue III-35
Table 49: UK SMS Market (2012): Percentage Share Breakdown
of SMS Volume by Type - P2P SMS and A2P SMS (includes
corresponding Graph/Chart) III-35
Select Players III-35
B.Market Analytics III-37
Table 50: UK Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-37

Table 51: UK Historic Review for Mobile Value Added Services
with Annual Revenues in US$ Million for Years 2004 through
2009 (includes corresponding Graph/Chart) III-38

4e. SPAIN III-39
A.Market Analysis III-39
Current and Future Analysis III-39
Service Launch III-39
B.Market Analytics III-40
Table 52: Spanish Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-40

Table 53: Spanish Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-40

4f. RUSSIA III-41
A.Market Analysis III-41
Current and Future Analysis III-41
Market Overview III-41
Table 54: Russian MVAS Market (2012): Percentage Share
Breakdown of Revenues by Segments (includes corresponding
Graph/Chart) III-41
B.Market Analytics III-42
Table 55: Russian Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-42

Table 56: Russian Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-42

4g. REST OF EUROPE III-43
A.Market Analysis III-43
Current and Future Analysis III-43
Strategic Corporate Development III-43
Select Players III-43
B.Market Analytics III-45
Table 57: Rest of Europe Recent Past, Current and Future
Analysis for Mobile Value Added Services with Annual
Revenues in US$ Million for Years 2010 through 2018
(includes corresponding Graph/Chart) III-45

Table 58: Rest of Europe Historic Review for Mobile Value
Added Services with Annual Revenues in US$ Million for Years
2004 through 2009 (includes corresponding Graph/Chart) III-46

5. ASIA-PACIFIC III-47
A.Market Analysis III-47
Current and Future Analysis III-47
Asia Pacific to Spearhead Growth in MVAS Market III-47
Content Based Services on an Upswing III-47
Video Services Market on a Roll III-47
Asia-Pacific - A Major Market for Mobile Gaming III-48
B.Market Analytics III-49
Table 59: Asia-Pacific Recent Past, Current and Future
Analysis for Mobile Value Added Services by Geographic
Region - China, India and Rest of Asia-Pacific Markets
Independently Analyzed with Annual Revenues in US$ Million
for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-49

Table 60: Asia-Pacific Historic Review for Mobile Value
Added Services by Geographic Region - China, India and Rest
of Asia-Pacific Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2004 through 2009
(includes corresponding Graph/Chart) III-50

Table 61: Asia-Pacific 15-Year Perspective for Mobile Value
Added Services by Geographic Region - Percentage Breakdown
of Revenues for China, India and Rest of Asia-Pacific
Markets for Years 2004, 2013 and 2018 (includes corresponding
Graph/Chart) III-51

5a. CHINA III-52
A.Market Analysis III-52
Current and Future Analysis III-52
Market Overview III-52
Table 62: Chinese MVAS Market (2013E): Percentage Share
Breakdown of Revenues by Service Type (includes
corresponding Graph/Chart) III-53
Rise in Mobile Internet Penetration Drives MVAS Growth III-53
Table 63: Number of Mobile Internet Users in China for the
Years 2009 through 2013 (In Million) (includes
corresponding Graph/Chart) III-53
Key Mobile and Mobile Internet Statistics in China: III-53
Huge Demand for Mobile Internet Services in China III-54
Growing Demand for Transactional Services III-54
Mobile Banking Gaining Importance in China III-54
Stiff Competition Characterizes the Chinese MVAS Market III-55
Table 64: Chinese MVAS Market (2012): Percentage Share
Breakdown of Revenues by Operator (includes corresponding
Graph/Chart) III-55
Service Launches III-55
Strategic Corporate Developments III-56
Select Players III-59
B.Market Analytics III-61
Table 65: Chinese Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-61

Table 66: Chinese Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-61

5b. INDIA III-62
A.Market Analysis III-62
Current and Future Analysis III-62
MVAS Market - An Overview III-62
Challenges III-62
Mobile Video Content Market to Gain Traction in Future III-63
Indian Mobile Gaming Industry to Surge III-63
Mobile Music Drives Mobile Entertainment Market in India III-63
MVAS in Rural India III-63
M-Health and M-Education To Focus on Rural Empowerment III-64
M-Agriculture - An Emerging Frontier III-64
M-Commerce Gains Steam III-65
Table 67: Indian M-Commerce Market (2012): Percentage Share
Breakdown of Revenues by Service Type (includes
corresponding Graph/Chart) III-65
Traditional MVAS Offerings Sustain Demand III-65
Opportunity Indicators III-66
Table 68: Indian MVAS Market (2012): Percentage Share
Breakdown of MVAS by Category (includes corresponding
Graph/Chart) III-66

Table 69: Indian Ring Back Tones (RBT) Market (2011):
Percentage Share Breakdown of Revenues by Vendor (includes
corresponding Graph/Chart) III-66
MVAS Players to Focus on International Markets III-66
Service Launches III-67
Strategic Corporate Developments III-76
Select Players III-79
B.Market Analytics III-85
Table 70: Indian Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-85

Table 71: Indian Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-85

5c. REST OF ASIA-PACIFIC III-86
A.Market Analysis III-86
Current and Future Analysis III-86
Select Regional Markets III-86
Indonesian Mobile VAS Market Scenario III-86
Thailand - MVAS Market Overview III-86
Vietnam III-87
Service Launches III-87
Strategic Corporate Developments III-89
Select Players III-90
B.Market Analytics III-91
Table 72: Rest of Asia-Pacific Recent Past, Current and Future
Analysis for Mobile Value Added Services with Annual
Revenues in US$ Million for Years 2010 through 2018
(includes corresponding Graph/Chart) III-91

Table 73: Rest of Asia-Pacific Historic Review for Mobile
Value Added Services with Annual Revenues in US$ Million for
Years 2004 through 2009 (includes corresponding Graph/Chart) III-92

6. MIDDLE EAST and AFRICA III-93
A.Market Analysis III-93
Current and Future Analysis III-93
Saudi Arabian Market - A Snapshot III-93
Egypt III-93
An Insight into the African MVAS Market III-94
Service Launches III-94
Strategic Corporate Developments III-98
Select Player III-101
B.Market Analytics III-102
Table 74: Middle East and Africa Recent Past, Current and Future
Analysis for Mobile Value Added Services with Annual
Revenues in US$ Million for Years 2010 through 2018
(includes corresponding Graph/Chart) III-102

Table 75: Middle East and Africa Historic Review for Mobile
Value Added Services with Annual Revenues in US$ Million for
Years 2004 through 2009 (includes corresponding Graph/Chart) III-103

7. LATIN AMERICA III-104
A.Market Analysis III-104
Current and Future Analysis III-104
An Overview of MVAS Market in Latin America III-104
Key Statistical Finding: III-104
Table 76: Latin American MVAS Market (2012): Percentage
Share Breakdown of Revenues by Type (includes corresponding
Graph/Chart) III-104
Strategic Corporate Developments III-104
B.Market Analytics III-105
Table 77: Latin American Recent Past, Current and Future
Analysis for Mobile Value Added Services by Geographic
Region - Argentina, Brazil, Mexico, and Rest of Latin
America Markets Independently Analyzed with Annual Revenues
in US$ Million for Years 2010 through 2018 (includes
corresponding Graph/Chart) III-105

Table 78: Latin American Historic Review for Mobile Value
Added Services by Geographic Region - Argentina, Brazil,
Mexico, and Rest of Latin America Markets Independently
Analyzed with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-106

Table 79: Latin American 15-Year Perspective for Mobile
Value Added Services by Geographic Region - Percentage
Breakdown of Revenues for Argentina, Brazil, Mexico, and
Rest of Latin America Markets for Years 2004, 2013 and 2018
(includes corresponding Graph/Chart) III-107

7a. ARGENTINA III-108
A.Market Analysis III-108
Current and Future Analysis III-108
MVAS Market Overview III-108
B.Market Analytics III-109
Table 80: Argentinean Recent Past, Current and Future Analysis
for Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-109

Table 81: Argentinean Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-109

7b. BRAZIL III-110
A.Market Analysis III-110
Current and Future Analysis III-110
Market Overview III-110
Strategic Corporate Development III-110
B.Market Analytics III-111
Table 82: Brazilian Recent Past, Current and Future Analysis
for Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-111

Table 83: Brazilian Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-111

7c. MEXICO III-112
A.Market Analysis III-112
Current and Future Analysis III-112
MVAS Market - An Overview III-112
Select Player III-112
B.Market Analytics III-113
Table 84: Mexican Recent Past, Current and Future Analysis for
Mobile Value Added Services with Annual Revenues in US$
Million for Years 2010 through 2018 (includes corresponding
Graph/Chart) III-113

Table 85: Mexican Historic Review for Mobile Value Added
Services with Annual Revenues in US$ Million for Years 2004
through 2009 (includes corresponding Graph/Chart) III-113

7d. REST OF LATIN AMERICA III-114
A.Market Analysis III-114
Current and Future Analysis III-114
Service Launch III-114
B.Market Analytics III-115
Table 86: Rest of Latin American Recent Past, Current and
Future Analysis for Mobile Value Added Services with Annual
Revenues in US$ Million for Years 2010 through 2018
(includes corresponding Graph/Chart) III-115

Table 87: Rest of Latin American Historic Review for Mobile
Value Added Services with Annual Revenues in US$ Million for
Years 2004 through 2009 (includes corresponding Graph/Chart) III-116


IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 137 (including Divisions/Subsidiaries - 150)
The United States (23)
Canada (5)
Japan (1)
Europe (24)
- France (5)
- Germany (2)
- The United Kingdom (4)
- Spain (1)
- Rest of Europe (12)
Asia-Pacific (Excluding Japan) (65)
Latin America (4)
Middle-East (14)
Africa (14)

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