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Global Mobile Value Added Services (MVAS) Industry

  • March 2015
  • -
  • Global Industry Analysts
  • -
  • 369 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 2014 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 129 companies including many key and niche players such as -

Acision
Amazon.com, Inc.
America Movil SAB de CV
Apple, Inc.
AT&T, Inc.

Table Of Contents

Global Mobile Value Added Services (MVAS) Industry


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 Mobile Browsing.............. I-3 Mobile Finance.............. I-4 Mobile Payments.............. I-4 Mobile Banking.............. I-4 Location-Based Services..............I-4 Mobile Texting.............. I-4 Other Mobile Value-added Services I-4 Social Networking.............. I-5 Entertainment.............. I-5

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 (2013 and 2017P): Percentages Share Breakdown for Revenue by Service Type Voice and Text Based Services and Data Services for the Years 2013 and 2017 (includes corresponding Graph/Chart) II-3

Table 2: Global Mobile Communications Market: Data Subscriptions as a Percentage of the Overall Mobile Subscriptions for Years 2010 through 2014 (includes corresponding Graph/Chart)..............II-3 Providing MVAS - Now More of a Compulsion than an Option for MSPs II-4 From MSPs to Mobile Users - Entire Mobile Industry Value Chain Bets Big on MVAS.............. II-5 A Peek at Various Value Chain Participants in MVAS Market II-6 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-8 Growth in Mobile Users to Drive MVAS II-8 Key Opportunity indicators..............II-9 Table 3: Global Mobile Communications Market: Number of Mobile Subscribers (in Billion) for Years 2013-2017 (includes corresponding Graph/Chart) II-9

Table 4: World Market for Mobile Phones: Breakdown of Volume Sales in Million Units for Years 2012, 2014 and 2016 (includes corresponding Graph/Chart)..............II-10 Growing Smartphone Sales Lends Traction to MVAS Market II-10 Opportunity Indicators:..............II-11 Table 5: Global Mobile Phones Market: Percentages Share Breakdown of Shipments by Feature Phones and Smartphones: 2012, 2014, 2016 and 2018 (includes corresponding Graph/Chart) II-11

Table 6: Global Market for Smartphones (2014 and 2018P): Breakdown of Sales in Thousand Units (includes corresponding Graph/Chart).............. II-11

Table 7: Smartphone Penetration Worldwide (as a Percentage of Total Population) for Major Countries: 2014E (includes corresponding Graph/Chart)..............II-12

Table 8: Smartphone Penetration Rate (%) for Select Countries Worldwide as a Percentage of Mobile Phone Users: 2014.............. II-13

Table 9: Global Smartphones Market - Major Countries Ranked by CAGR for 2014-2020: US, Canada, Japan, France, Germany, Italy, UK, Russia, China, India, and Brazil (includes corresponding Graph/Chart)..............II-14 Media Tablets too Add to the Demand for MVAS II-15 Table 10: Global Media Tablets Market: Breakdown of Annual Sales Figures (in Million Units) for the Years 2010, 2012 and 2015 (includes corresponding Graph/Chart) II-15 Apple App Store and Google Play Revolutionize Mobile Content Distribution - Lend Traction to MVAS II-15 App Store vs Google Play: A Comparative Analysis II-16 Paid Services or Free Apps - Opportunity Nevertheless for MVAS Participants.............. II-17 Table 11: Global Mobile App Market (2014 and 2018): Percentage Share Breakdown of Revenues by App Category (includes corresponding Graph/Chart)..............II-18 Changing Consumer Mobile Usage Habits Augur Well for MVAS Market II-18 Table 12: Monthly Mobile Data Traffic (in MB) for Smartphones, Mobile PCs and Tablets: 2014E and 2020P (includes corresponding Graph/Chart)..............II-19

Table 13: Most Performed Activity Using Smartphones: 2014 (includes corresponding Graph/Chart) II-19

Table 14: Average Time Spent (in Minutes) on Mobile Apps on Smartphones and Tablets Worldwide Per User per Day - Breakdown by Category (2014) (includes corresponding Graph/Chart) II-20 Favorable Demographic Trends Strengthens Market Prospects for MVAS.............. II-20 Table 15: Gender-wise Breakup of Internet Usage among Smartphone Users: 2013 (includes corresponding Graph/Chart) II-21

Table 16: Age-wise Breakup of Internet Usage Among Smartphone Users: 2013 (includes corresponding Graph/Chart) II-22

Table 17: Area-wise Breakup of Internet Usage Among Smartphone Users: 2013 (includes corresponding Graph/Chart) II-23 Developing Markets - Hotspots for Growth II-23 Opportunity Indicators..............II-24 Table 18: Global Mobile Telecommunications Market (2014): Percentage Share Breakdown of Mobile Subscriptions by Geographic Region (includes corresponding Graph/Chart) II-24

Table 19: Global Mobile Subscriptions (January 2014): Percentage Breakdown by Country (includes corresponding Graph/Chart).............. II-25

Table 20: Top 10 Countries with Active Mobile Subscriptions (in Millions): January 2014 (includes corresponding Graph/Chart).............. II-25

Table 21: Global Smartphones Market (2014 and 2020P): Percentage Share Breakdown of Sales by Geographic Region (includes corresponding Graph/Chart) II-26

Table 22: Global Mobile Internet Market (2014): Number of Active Subscriptions (in Million) by Geographic Region (includes corresponding Graph/Chart) II-26

Table 23: Mobile Phone Internet Penetration Worldwide (2013 and 2017): Mobile Phone Internet Users as Percentage of Total Internet Users (includes corresponding Graph/Chart) II-27

Table 24: Mobile Phone Internet Penetration Worldwide (2013 and 2017): Mobile Phone Internet Users as Percentage of Total Mobile Users (includes corresponding Graph/Chart) II-27

Table 25: MVAS as a Percentage of Total Mobile Service Revenues by Developing Countries (2012) (includes corresponding Graph/Chart)..............II-27 Aggressive Customer Retention Strategies by MSPs to Sustain Demand for MVAS in Developed Markets II-28

2. NOTEWORTHY TRENDS, DRIVERS and ISSUES II-29 Mobile Browsing - A Major Revenue Contributor II-29 Key Statistical Data:..............II-29 Table 26: Global Mobile Internet Market (2014): Percentage Share Breakdown of Revenues by Category (includes corresponding Graph/Chart)..............II-29 Mobile Finance - The Fastest Growing MVAS Segment II-30 Smartphones: A Key Enabler of Mobile Finance/Commerce II-30 Select Innovative Mobile Apps for M-Commerce: Name and Brief Description.............. II-31 Mobile Banking Market - An Intensifying Mobile Data Traffic Stream.............. II-32 Table 27: Mobile Banking Market: Breakdown of Number of Mobile Banking Subscribers (in Millions) for Years 2012, 2013, 2015, 2017 and 2019 (includes corresponding Graph/Chart) II-33 Mobile Payments - A Large Revenue Generator II-33 Table 28: Mobile Payment Market: Number of Mobile Payment Users (in million) by Region for Years 2010, 2012, 2014 and 2016 (includes corresponding Graph/Chart) II-34 Location-Based Services Extend Opportunity II-34 Location-Based Advertising Gain Rapid Adoption II-35 Premium SMS to Revive Market Opportunities for Traditional Messaging Based Services..............II-35 Growing Demand for Entertainment Content II-36 Key Opportunity Indicators:..............II-37 Table 29: Global Mobile Entertainment Market (2014): Percentage Share Breakdown of Revenues by Type of Service/Content (includes corresponding Graph/Chart) II-37 Mobile Music Fuels MVAS Market Growth II-37 Key Statistical Data:..............II-38 Table 30: Global Mobile Music Market (2014): Percentage Share Breakdown of Revenues by Segment (includes corresponding Graph/Chart)..............II-38

Table 31: 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 (for the year 2014) (includes corresponding Graph/Chart).............. II-38

Table 32: 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-39 Mobile Gaming Offers Opportunities On a Platter II-39 Key Statistical Data:..............II-40 Table 33: Global Mobile Gaming Market (2014 and 2020P): Percentage Share Breakdown of Revenues by Region/Country (includes corresponding Graph/Chart) II-40

Table 34: Global Mobile Gaming Market (2014 and 2020P): Percentage Share Breakdown of Revenues by Device Type (includes corresponding Graph/Chart) II-41 Lure of Mobile Games Tough To Resist II-41 Key Statistical Findings:..............II-42 Table 35: Global Gaming Market (2014): Percentage Share Breakdown of Traditional and Mobile Gamers by Age Bracket (includes corresponding Graph/Chart) II-42

Table 36: Percentage Breakdown of Time Spent by Users on Mobile Games by Location (includes corresponding Graph/Chart).............. II-42 Strong Demand for Mobile Video Provides Growth Impetus II-42 ‘Videoization' of MVAS Gains Momentum II-43 Mobile TV Generates Additional Revenues for MVAS Market Participants.............. II-44 Mass Adoption - Focus Area for Operators II-44 Mobile TV Holds Bright Prospects for Mobile Advertising Revenue II-44 Mobile Gambling Market on Roll Worldwide II-45 ‘Social Networking on the Move' Encourages MVAS Market Growth II-45 Key Statistical Data:..............II-46 Table 37: Mobile Social Networking Market Worldwide (2014): Percentage of Mobile Subscribers Accessing Mobile Web in Major Countries (includes corresponding Graph/Chart) II-46

Table 38: Mobile Social Media Apps Market Worldwide (2014): Percentage of Mobile Users Accessing Social Media Apps in Major Countries (includes corresponding Graph/Chart) II-47 Utility MVAS to Grow in Popularity in Coming Years II-47 M-Governance: An Emerging Frontier II-47 M-Learning: Learning on the Move II-48 Table 39: 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-49 M-Learning VAS - A Lucrative Market II-49 M-Health Gaining Traction in Healthcare II-50 Key Factors Driving mHealth..............II-50 Medical Apps: Where Health Meets Technology II-51 M-Agriculture Tends to Emerge as a Boon for Agriculture Community.............. II-51 M-Advertising Gains Prominence II-52 Key Statistical Data:..............II-53 Table 40: Global Mobile Advertising Market (2014 and 2020P): Percentage Share Breakdown of Revenues by Region/Country (includes corresponding Graph/Chart) II-53

Table 41: Global Mobile Ad Market (2014): Percentage Share Breakdown of Spending by Segment (includes corresponding Graph/Chart).............. II-53

Table 42: Global Mobile Ad Market (2013): Spending in US$ Per Mobile Internet User by Country (includes corresponding Graph/Chart).............. II-54

Table 43: Global Digital Ad Market (2013): Spending in US$ Per Internet User by Country (includes corresponding Graph/Chart).............. II-54 Enterprise: A Critical Segment for Mobile Data Providers II-55 M-Engagement: The Future of MVAS II-55 High-Speed Networks Determine Success of New Mobile MVAS Services II-56 Table 44: Global Mobile Telecommunications Sector (2014): Number of Active Mobile Broadband Subscriptions, Percentage of Active Mobile Broadband Subscriptions per 100 Population, and Percentage Growth of Mobile Broadband Subscriptions for the Americas, Europe, CIS Countries, Asia-Pacific, the Middle East, and Africa (includes corresponding Graph/Chart) II-57 ‘Mobile WiMAX' - Making its Presence Felt in the World of High-Speed Networks..............II-57 LTE and LTE Advanced Takes Mobile Broadband a Step Further - Facilities Seamless Delivery of High Definition MVAS Content II-58 Table 45: Projected Global Commercial LTE and LTE-Advanced Network Deployments: Breakdown of Projected Annual Deployments for Years 2014 through 2016 (includes corresponding Graph/Chart)..............II-59

Table 46: Global LTE Market (2014 and 2018P): Breakdown of Number of LTE Subscribers (in Thousands) by Region (includes corresponding Graph/Chart)..............II-60 MVAS Over Wi-Fi: An Emerging Revenue Generator II-60 Cloud - The New Paradigm for Mobile VAS II-60 Network Operators Lean Towards Managed MVAS Services II-61 Key Issues and Challenges..............II-61 Piracy - A Burning Issue for Digital Music and Video Content II-61

3. MOBILE VALUE ADDED SERVICES - AN OVERVIEW II-63 An Introduction.............. II-63 Characteristics of Value Added Services II-64 Advantages.............. II-64 Disadvantages of VAS..............II-64 Costs of Value Added Services..............II-65 Value Added Services - A Classification II-65 Based on Nature of Service Delivery II-65 Standalone.............. II-65 Non-Standalone.............. II-65 Based on Nature of Service..............II-65 Mobile Browsing.............. II-65 Mobile Finance.............. II-66 Mobile Payments..............II-66 Mobile Banking.............. II-66 Location-Based Services..............II-66 Mobile Texting.............. II-66 Other Mobile Value-added Services II-66 Social Networking..............II-67 Entertainment.............. II-67 Call Management Services..............II-67 Push-to-Talk.............. II-67 Location Sensitive Billing..............II-67 VAS Applications.............. II-68

4. SERVICE LAUNCHES.............. II-69 Vodafone Unveils NOW TV in the UK II-69 Vodafone UK Rolls Out Vodafone WorldTraveller II-69 Mahindra Comviva Launches La Vida II-69 Samsung Electronics Unveils Club Samsung 2.0 II-69 Samsung Unveils Operator Billing Integration for Samsung App Store.............. II-69 Mahindra Comviva Introduces mobiquity® Wallet II-69 goSwiff Rolls Out New Suite of Mobile Value Added Services II-70 Mahindra Comviva Unveils Domestic Interoperable Mobile Financial Service..............II-70 Dialogic Unveils Network Fuel to Extend Capability of Existing Media Networks.............. II-70 StreamWIDE Introduces SmartMS Technology II-70 Vodafone India Introduces Vodafone All-in-One VAS Card II-70 GupShup Technologies Introduces GupShup Mobile App II-70 One97 Communications to Unveil AdWorks Mobile AD Network II-71 Bharti Airtel Introduces New Value-Added Service II-71 Government of Karnataka Rolls Out m-Governance Services II-71 TeleDNA Communications to Launch Infotainment and Entertainment Platform for NTC..............II-71 Flytxt Unveils mADmart in Bangladesh II-71 Vodacom to Introduce New Smart Plans II-71 Vodacom Business Services Unveils Vodacom Cloud Monitor II-72 Openwave Mobility Unveils ntegra4 II-72

5. RECENT INDUSTRY ACTIVITY..............II-73 Mahindra Comviva to Expand its Business in the Americas II-73 Comverse Takes Over Solaiemes..............II-73 KongZhong to Acquire Minority Stake in Forgame Holdings II-73 Mahindra Comviva Bags New Government Contract II-73 KongZhong Signs Partnership Agreement with Soha Game II-73 Mahindra Comviva Selects Radisys' T-40 Series Ultra Platform II-73 Bharti Airtel Teams Up with Mahindra Comviva in Africa II-74 OnMobile Global Takes Over Livewire Mobile II-74 Tech Mahindra Announces Extension of Merger with Mahindra Satyam II-74 ValueFirst Digital Media Takes Over clk2c.com II-74 Vodafone Enters into Collaboration with Handygo Technologies to Introduce IVR Service..............II-74 Bharti Airtel and Nokia Enter into Alliance II-74 Bharti Airtel Teams Up with Mahindra Comviva in Bangladesh II-75 Bahrain Telecommunication Enters into Partnership with Nazara Technologies.............. II-75

6. FOCUS ON SELECT GLOBAL PLAYERS..............II-76 Acision (UK).............. II-76 Amazon.com, Inc. (US)..............II-76 America Movil SAB de CV (Mexico) II-76 Apple, Inc. (US).............. II-77 ATandT, Inc. (USA).............. II-77 Bharti Airtel Limited (India)..............II-78 Blackberry Limited (Canada)..............II-78 Computaris (UK).............. II-78 Comverse, Inc. (US).............. II-79 Dialogic, Inc. (US).............. II-79 eServGlobal Limited (France)..............II-80 Etihad Etisalat Co., (Saudi Arabia) II-80 Gemalto NV (Netherlands)..............II-81 Google, Inc. (US).............. II-81 Huawei Technologies Co. Ltd. (China) II-82 Intersec SA (France)..............II-82 KongZhong Corp. (China)..............II-82 NTT DoCoMo Inc. (Japan)..............II-82 OnMobile Global Ltd. (India)..............II-83 Opencode Systems Ltd. (Bulgaria) II-83 Samsung Electronics Co. Ltd. (South Korea) II-83 Samsung Apps.............. II-84 Sprint Corporation (US)..............II-84 Tech Mahindra Limited (India)..............II-84 CanvasM Technologies Limited (India) II-85 Mahindra Comviva (India)..............II-85 Telefónica S.A. (Spain)..............II-86 Vodafone Group Plc (UK)..............II-86 ZTE Corporation (China)..............II-86

7. GLOBAL MARKET PERSPECTIVE..............II-88 Table 47: 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 and Africa, and Latin America Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) II-88

Table 48: World Historic Review for Mobile Value Added Services by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle East and Africa, and Latin America Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart)..............II-89

Table 49: World 14-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 and Africa, and Latin America Markets for Years 2007, 2015 and 2020 (includes corresponding Graph/Chart).............. II-90

Table 50: World Recent Past, Current and Future Analysis for Mobile Value Added Services by Service Type - Mobile Browsing, Mobile Finance, Location Based Services, Mobile Texting, and Others Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............II-91

Table 51: World Historic Review for Mobile Value Added Services by Service Type - Mobile Browsing, Mobile Finance, Location Based Services, Mobile Texting, and Others Markets Independently Analyzed with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) II-92

Table 52: World 14-Year Perspective for Mobile Value Added Services by Service Type - Percentage Breakdown of Revenues for Mobile Browsing, Mobile Finance, Location Based Services, Mobile Texting, and Others Markets for Years 2007, 2015 and 2020 (includes corresponding Graph/Chart) II-93

III. MARKET

1. THE UNITED STATES.............. III-1 A.Market Analysis.............. III-1 Outlook.............. III-1 Market Participants Look Up to MVAS for Increasing Revenue III-1 Rapid Proliferation of 3G and 4G Services to Improve MVAS Prospects.............. III-1 High Smartphone Penetration - A Boon for MVAS Market in the US III-2 Table 53: US Mobile Phones Market (2015E): Breakdown of New Mobile Phone Sales by Type of Phone - Smartphone and Feature Phones (includes corresponding Graph/Chart) III-2 New-Generation LTE-Enabled Smartphones Widen Scope of MVAS III-2 Mobile Video Services Gain Traction in the US III-3 Mobile Gaming Continues to Gain Attention III-3 Ringtones Market On the Wane III-4 Expanding Role of M-Health in the US Healthcare Sector III-4 Table 54: Preference for Smart Devices for mHealth Applications in the US: 2014 (includes corresponding Graph/Chart).............. III-5 Service Launches..............III-5 Strategic Corporate Developments III-5 Select Players.............. III-6 B.Market Analytics..............III-9 Table 55: US Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-9

Table 56: US Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-10

2. CANADA.............. III-11 A.Market Analysis.............. III-11 Outlook.............. III-11 Blackberry Limited - A Major Canadian Player III-11 B.Market Analytics..............III-12 Table 57: Canadian Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-12

Table 58: Canadian Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-13

3. JAPAN.............. III-14 A.Market Analysis.............. III-14 Outlook.............. III-14 Overview.............. III-14 NTT DoCoMo Inc. - A Major Japanese Player III-14 B.Market Analytics..............III-15 Table 59: Japanese Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-15

Table 60: Japanese Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-16

4. EUROPE.............. III-17 A.Market Analysis.............. III-17 Outlook.............. III-17 Overview.............. III-17 Mobile Gaming to Witness an Upsurge in Near Future III-17 B.Market Analytics..............III-18 Table 61: 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 2014 through 2020 (includes corresponding Graph/Chart).............. III-18

Table 62: 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 2007 through 2013 (includes corresponding Graph/Chart) III-19

Table 63: European 14-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 2007, 2015 and 2020 (includes corresponding Graph/Chart) III-20

4a. FRANCE.............. III-21 A.Market Analysis.............. III-21 Outlook.............. III-21 Service Launch.............. III-21 Select Players.............. III-21 B.Market Analytics..............III-22 Table 64: French Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-22

Table 65: French Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-23

4b. GERMANY.............. III-24 A.Market Analysis.............. III-24 Outlook.............. III-24 B.Market Analytics..............III-24 Table 66: German Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-24

Table 67: German Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-25

4c. ITALY.............. III-26 A.Market Analysis.............. III-26 Outlook.............. III-26 B.Market Analytics..............III-26 Table 68: Italian Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-26

Table 69: Italian Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-27

4d. THE UNITED KINGDOM..............III-28 A.Market Analysis.............. III-28 Outlook.............. III-28 Mobile Operators Focus on Application-to- Person (A2P) SMS to Boost SMS Revenue..............III-28 Table 70: UK SMS Market (2014): Percentage Share Breakdown of SMS Volume by Type - P2P SMS and A2P SMS (includes corresponding Graph/Chart)..............III-28 Service Launches..............III-29 Select Players.............. III-29 B.Market Analytics..............III-31 Table 71: UK Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-31

Table 72: UK Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-32

4e. SPAIN.............. III-33 A.Market Analysis.............. III-33 Outlook.............. III-33 Service Launch.............. III-33 Strategic Corporate Development III-33 Telefónica S.A. - A Major Spanish Player III-33 B.Market Analytics..............III-34 Table 73: Spanish Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-34

Table 74: Spanish Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-35

4f. RUSSIA.............. III-36 A.Market Analysis.............. III-36 Outlook.............. III-36 Market Overview.............. III-36 Table 75: Russian MVAS Market (2014): Percentage Share Breakdown of Revenues by Segment (includes corresponding Graph/Chart).............. III-36 B.Market Analytics..............III-37 Table 76: Russian Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-37

Table 77: Russian Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-38

4g. REST OF EUROPE.............. III-39 A.Market Analysis.............. III-39 Outlook.............. III-39 Select Players.............. III-39 B.Market Analytics..............III-40 Table 78: Rest of Europe Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) III-40

Table 79: Rest of Europe Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart).............. III-41

5. ASIA-PACIFIC.............. III-42 A.Market Analysis.............. III-42 Outlook.............. III-42 Asia Pacific to Spearhead Growth in MVAS Market III-42 Content Based Services on an Upswing III-42 Video Services Market on a Roll III-42 Asia-Pacific - A Major Market for Mobile Gaming III-43 B.Market Analytics..............III-44 Table 80: 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 2014 through 2020 (includes corresponding Graph/Chart).............. III-44

Table 81: 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 2007 through 2013 (includes corresponding Graph/Chart) III-45

Table 82: Asia-Pacific 14-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 2007, 2015 and 2020 (includes corresponding Graph/Chart).............. III-46

5a. CHINA.............. III-47 A.Market Analysis.............. III-47 Outlook.............. III-47 Market Overview.............. III-47 Table 83: Chinese MVAS Market (2014): Percentage Share Breakdown of Revenues by Service Type (includes corresponding Graph/Chart)..............III-48 Rise in Mobile Internet Penetration Drives MVAS Growth III-48 Table 84: Number of Mobile Internet Users in China for the Years 2009 through 2013 (in Million) (includes corresponding Graph/Chart)..............III-48 Key Mobile and Mobile Internet Statistics in China: III-49 Huge Demand for Mobile Browsing in China III-49 Growing Demand for Transactional Services III-49 Mobile Banking Gaining Importance in China III-49 Stiff Competition Characterizes the Chinese MVAS Market III-50 Strategic Corporate Development III-50 Select Players.............. III-50 B.Market Analytics..............III-53 Table 85: Chinese Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-53

Table 86: Chinese Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-54

5b. INDIA.............. III-55 A.Market Analysis.............. III-55 Outlook.............. III-55 MVAS Market - An Overview..............III-55 Challenges.............. III-55 Mobile Video Content Market to Gain Traction in Future III-56 Indian Mobile Gaming Industry to Surge III-56 Mobile Music Drives Mobile Entertainment Market in India III-56 MVAS in Rural India..............III-56 M-Health and M-Education To Focus on Rural Empowerment III-57 M-Agriculture - An Emerging Frontier III-57 Mobile Finance Gains Steam..............III-58 Table 87: Indian Mobile Finance MVAS Market (2014): Percentage Share Breakdown of Revenues by Service Type (includes corresponding Graph/Chart) III-58 Traditional MVAS Offerings Sustain Demand III-58 Opportunity Indicators:..............III-59 Table 88: Indian MVAS Market (2014): Percentage Share Breakdown of Revenues by Category (includes corresponding Graph/Chart).............. III-59

Table 89: Indian Ring Back Tones (RBT) Market (2014): Percentage Share Breakdown of Revenues by Vendor (includes corresponding Graph/Chart) III-59 MVAS Players to Focus on International Markets III-59 Service Launches..............III-60 Strategic Corporate Developments III-61 Select Players.............. III-62 B.Market Analytics..............III-67 Table 90: Indian Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-67

Table 91: Indian Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-68

5c. REST OF ASIA-PACIFIC..............III-69 A.Market Analysis.............. III-69 Outlook.............. III-69 Overview of Select Regional Markets III-69 Indonesia.............. III-69 Thailand.............. III-69 Vietnam.............. III-69 Service Launches..............III-70 Strategic Corporate Developments III-70 Select Players.............. III-71 B.Market Analytics..............III-72 Table 92: Rest of Asia-Pacific Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) III-72

Table 93: Rest of Asia-Pacific Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart).............. III-73

6. MIDDLE EAST and AFRICA.............. III-74 A.Market Analysis.............. III-74 Outlook.............. III-74 Overview of Select Regional Markets III-74 Saudi Arabia.............. III-74 Egypt.............. III-74 South Africa.............. III-75 Service Launches..............III-75 Strategic Corporate Developments III-76 Etihad Etisalat Co. - A Major Saudi Arabian MVAS Player III-76 B.Market Analytics..............III-77 Table 94: Middle East and Africa Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) III-77

Table 95: Middle East and Africa Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart).............. III-78

7. LATIN AMERICA.............. III-79 A.Market Analysis.............. III-79 Outlook.............. III-79 An Overview of MVAS Market in Latin America III-79 Key Statistical Finding:..............III-79 Table 96: Latin American MVAS Market (2014): Percentage Share Breakdown of Revenues by Service Category (includes corresponding Graph/Chart)..............III-79 B.Market Analytics..............III-80 Table 97: 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 2014 through 2020 (includes corresponding Graph/Chart)..............III-80

Table 98: 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 2007 through 2013 (includes corresponding Graph/Chart) III-81

Table 99: Latin American 14-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 2007, 2015 and 2020 (includes corresponding Graph/Chart) III-82

7a. ARGENTINA.............. III-83 A.Market Analysis.............. III-83 Outlook.............. III-83 MVAS Market Overview..............III-83 B.Market Analytics..............III-84 Table 100: Argentinean Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) III-84

Table 101: Argentinean Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart).............. III-85

7b. BRAZIL.............. III-86 A.Market Analysis.............. III-86 Outlook.............. III-86 Market Overview.............. III-86 B.Market Analytics..............III-86 Table 102: Brazilian Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-86

Table 103: Brazilian Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-87

7c. MEXICO.............. III-88 A.Market Analysis.............. III-88 Outlook.............. III-88 MVAS Market - An Overview..............III-88 America Movil SAB de CV - A Major Mexican Player III-88 B.Market Analytics..............III-89 Table 104: Mexican Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart)..............III-89

Table 105: Mexican Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart) III-90

7d. REST OF LATIN AMERICA..............III-91 A.Market Analysis.............. III-91 Outlook.............. III-91 B.Market Analytics..............III-91 Table 106: Rest of Latin American Recent Past, Current and Future Analysis for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2014 through 2020 (includes corresponding Graph/Chart) III-91

Table 107: Rest of Latin American Historic Review for Mobile Value Added Services Market with Annual Revenues in US$ Million for Years 2007 through 2013 (includes corresponding Graph/Chart).............. III-92

IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 129 (including Divisions/Subsidiaries - 141)

The United States (20) Canada (4) Japan (1) Europe (20) - France (4) - Germany (2) - The United Kingdom (3) - Spain (2) - Rest of Europe (9) Asia-Pacific (Excluding Japan) (64) Latin America (5) Africa (15) Middle East (12)

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