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  4. > Mobile Value Added Services (MVAS) Market by Solution, by End User, by Vertical, & by Geography - Global Forecast and Analysis to 2020

MVAS solution generates large revenue opportunity for network operators as more and more number of user access communication, utility, transaction, and infotainment services on mobile. The network operators are adding innovative MVAS services in their portfolio to provide an enhanced customer experience and generate new revenue. MVAS solution providers are focusing on agreements, collaborations, partnership, and expansion strategies to compete in this market.
The MVAS market has been broadly segmented by types of solution, end user, industry verticals, and regions. The major drivers, restraints, opportunities and challenges; and their impact have been briefly described in this report. The notable market players in this domain include Google, Apple, Comviva Technologies, AT&T, Vodafone, OnMobile, KongZhong, One97 Communication, Comverse, and InMobi. The report on the MVAS market also provides in-depth analysis of the key players in solutions and services ecosystems with their profiles, recent developments, key issues, global adoption trends, opportunities in market, and future growth potential.

The report will help the market leaders/new entrants in this market in the following ways:

1. This report segments the market into categories, services, end users, and verticals covering this market comprehensively. It provides the closest approximations of the revenue numbers for the overall market and the sub segments. The market numbers are further split across different regions.
2. This report will help them better understand the competitor and gain more insights to better position their business. There is a separate section on competitive landscape, including mergers and acquisition and venture capital funding. Besides, there are company profiles of top players in this market. In this section, market internals are provided that can put organizations ahead of their competitors.
3. This report will help supplier understand the pulse of the market and provide information on key market drivers, restraints, and opportunities.

Table Of Contents

Mobile Value Added Services (MVAS) Market by Solution, by End User, by Vertical, and by Geography - Global Forecast and Analysis to 2020
TABLE OF CONTENTS

1 INTRODUCTION 13
1.1 OBJECTIVES OF THE STUDY 13
1.2 MARKET DEFINITION 13
1.3 MARKET SCOPE 14
1.3.1 MARKETS COVERED 14
1.3.2 YEAR 15
1.4 CURRENCY 15
1.5 LIMITATIONS 15
1.6 STAKEHOLDERS 15
2 RESEARCH METHODOLOGY 16
2.1 RESEARCH DATA 16
2.1.1 SECONDARY DATA 17
2.1.2 KEY DATA FROM SECONDARY SOURCES 17
2.1.3 PRIMARY DATA 18
2.1.4 KEY DATA FROM PRIMARY SOURCES 18
2.1.4.1 Key Industry Insights 19
2.2 MARKET SIZE ESTIMATION 20
2.3 MARKET BREAKDOWN AND DATA TRIANGULATION 22
2.4 RESEARCH ASSUMPTIONS 23
3 EXECUTIVE SUMMARY 24
4 PREMIUM INSIGHTS 27
4.1 ATTRACTIVE MARKET OPPORTUNITIES IN MVAS MARKET 27
4.2 MVAS MARKET, BY END USER, BETWEEN 2015-2020 27
4.3 MVAS SOLUTION MARKET SIZE, BY TOP FIVE TYPE AND BY REGION, 2015 28
4.4 MVAS REGIONAL MARKET 28
4.5 LIFECYCLE ANALYSIS, BY REGION, 2015 29
5 MARKET OVERVIEW 30
5.1 INTRODUCTION 31
5.2 EVOLUTION 31
5.3 MARKET SEGMENTATION 32
5.3.1 BY SOLUTION 32
5.3.2 BY USER TYPE 32
5.3.3 BY INDUSTRY VERTICAL 33
5.3.4 BY REGION 33
5.4 MARKET DYNAMICS 34
5.4.1 DRIVERS 35
5.4.1.1 Increase in number of smartphone and tablet users 35
5.4.1.2 Mobile internet 35
5.4.1.3 Increased usage of mobile applications and mobile web 35
5.4.2 RESTRAINT 36
5.4.2.1 Understanding of consumer behaviour 36
5.4.3 OPPORTUNITIES 36
5.4.3.1 Social media 36
5.4.3.2 Rich communication services 36
5.4.4 CHALLENGE 37
5.4.4.1 Privacy concerns 37
6 INDUSTRY TRENDS 38
6.1 INTRODUCTION 38
6.2 VALUE CHAIN ANALYSIS 38
6.3 PORTER'S FIVE FORCES ANALYSIS 39
6.3.1 THREAT OF NEW ENTRANTS 39
6.3.2 THREAT OF SUBSTITUTES 40
6.3.3 BARGAINING POWER OF SUPPLIERS 40
6.3.4 BARGAINING POWER OF BUYERS 40
6.3.5 INTENSITY OF COMPETITIVE RIVALRY 40
7 MVAS MARKET ANALYSIS, BY SOLUTION 41
7.1 INTRODUCTION 43
7.2 SHORT MESSAGE SERVICE (SMS) 44
7.3 MULTIMEDIA MESSAGING SERVICE (MMS) 45
7.4 LOCATION-BASED SERVICES 47
7.5 MOBILE EMAIL and IM (INSTANT MESSAGING) 48
7.6 MOBILE MONEY 50
7.7 MOBILE ADVERTISING 51
7.8 MOBILE INFOTAINMENT 53
8 MVAS MARKET ANALYSIS, BY END USER 55
8.1 INTRODUCTION 56
8.2 CONSUMERS 57
8.3 ENTERPRISES 58
9 MVAS MARKET ANALYSIS, BY INDUSTRY VERTICAL 59
9.1 INTRODUCTION 60
9.2 BFSI 61
9.3 EDUCATION 62
9.4 GOVERNMENT 63
9.5 HEALTHCARE 64
9.6 MEDIA AND ENTERTAINMENT 65
9.7 RETAIL 66
9.8 TELECOM and IT 67
9.9 OTHERS 68
10 GEOGRAPHIC ANALYSIS 69
10.1 INTRODUCTION 70
10.2 NORTH AMERICA 72
10.3 EUROPE 74
10.4 ASIA-PACIFIC 76
10.5 MIDDLE EAST AND AFRICA 77
10.6 LATIN AMERICA 80
11 COMPETITIVE LANDSCAPE 82
11.1 OVERVIEW 82
11.2 COMPETITIVE SITUATION and TRENDS 84
11.2.1 NEW PRODUCT LAUNCHES 85
11.2.2 AGREEMENTS, PARTNERSHIPS, COLLABORATIONS, EXPANSIONS AND NEW CONTRACTS, 86
11.2.3 MERGERS and ACQUISITIONS 88
12 COMPANY PROFILES 90
12.1 INTRODUCTION 90
(Business Overview, Products and Services, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
12.2 ATandT 91
12.3 APPLE 93
12.4 GOOGLE 96
12.5 VODAFONE 99
12.6 MAHINDRA COMVIVA 102
12.7 INMOBI 105
12.8 ONE97 COMMUNICATIONS LIMITED 107
12.9 ONMOBILE GLOBAL LIMITED 109
12.10 COMVERSE 111
12.11 ONGZHONG CORPORATION 113
*Details on Business Overview, Products and Services, Key Insights, Recent Developments, SWOT Analysis, MnM View might not be captured in case of unlisted companies.

13 APPENDIX 115
13.1 DISCUSSION GUIDE 115
13.2 INTRODUCTION RT: REAL TIME MARKET INTELLIGENCE 119
13.3 AVAILABLE CUSTOMIZATIONS 120
13.4 RELATED REPORT 121

LIST OF TABLES

TABLE 1 MVAS MARKET: ASSUMPTIONS 23
TABLE 2 MVAS MARKET, 2015-2020 ($BILLION, Y-O-Y %) 24
TABLE 3 SMARTPHONES AND MOBILE INTERNET ARE PROPELLING THE GROWTH OF MOBILE VALUE ADDED SERVICES 35
TABLE 4 UNDERSTANDING OF CONSUMER BEHAVIOUR TO HINDER THE MVAS MARKET 36
TABLE 5 SOCIAL MEDIA IS ONE OF THE OPPORTUNITIES IN THE MVAS MARKET 36
TABLE 6 PRIVACY CONCERNS ARE CHALLENGING THE MVAS MARKET 37
TABLE 7 MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 43
TABLE 8 SMS: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 44
TABLE 9 SMS: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 44
TABLE 10 SMS: MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 45
TABLE 11 MMS: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 45
TABLE 12 MMS: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 46
TABLE 13 MMS: MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 46
TABLE 14 LOCATION-BASED SERVICES: MVAS MARKET SIZE, BY REGION,
2015-2020 ($BILLION) 47
TABLE 15 LOCATION-BASED SERVICES: MVAS MARKET SIZE, BY END USER,
2015-2020 ($BILLION) 47
TABLE 16 LOCATION-BASED SERVICES: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 48
TABLE 17 MOBILE EMAIL and IM: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 49
TABLE 18 MOBILE EMAIL and IM: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 49
TABLE 19 MOBILE EMAIL and IM: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 49
TABLE 20 MOBILE MONEY: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 50
TABLE 21 MOBILE MONEY: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 50
TABLE 22 MOBILE MONEY: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 51
TABLE 23 MOBILE ADVERTISING: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 51
TABLE 24 MOBILE ADVERTISING: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 52
TABLE 25 MOBILE MONEY: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 52
TABLE 26 MOBILE INFOTAINMENT: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 53
TABLE 27 MOBILE INFOTAINMENT: MVAS MARKET SIZE, BY END USER,
2015-2020 ($BILLION) 53
TABLE 28 MOBILE INFOTAINMENT: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 54
TABLE 29 GLOBAL MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 56
TABLE 30 CONSUMERS: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 57
TABLE 31 CONSUMERS: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 57
TABLE 32 ENTERPRISES: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 58
TABLE 33 ENTERPRISES: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 58
TABLE 34 GLOBAL MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 60
TABLE 35 BFSI: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 61
TABLE 36 BFSI: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 61
TABLE 37 EDUCATION: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 62
TABLE 38 EDUCATION: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 62
TABLE 39 GOVERNMENT: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 63
TABLE 40 GOVERNMENT: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 63
TABLE 41 HEALTHCARE: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 64
TABLE 42 HEALTHCARE: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 64
TABLE 43 MEDIA AND ENTERTAINMENT: MVAS MARKET SIZE, BY SOLUTION,
2015-2020 ($BILLION) 65
TABLE 44 MEDIA AND ENTERTAINMENT: MVAS MARKET SIZE, BY REGION,
2015-2020 ($BILLION) 65
TABLE 45 RETAIL: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 66
TABLE 46 RETAIL: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 66
TABLE 47 TELECOM and IT: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 67
TABLE 48 TELECOM and IT: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 67
TABLE 49 OTHERS: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 68
TABLE 50 OTHERS: MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 68
TABLE 51 GLOBAL MVAS MARKET SIZE, BY REGION, 2015-2020 ($BILLION) 71
TABLE 52 NORTH AMERICA: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 73
TABLE 53 NORTH AMERICA: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 73
TABLE 54 NORTH AMERICA: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 74
TABLE 55 EUROPE: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 74
TABLE 56 EUROPE: MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 75
TABLE 57 EUROPE: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 75
TABLE 58 APAC: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 76
TABLE 59 APAC: MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 76
TABLE 60 APAC: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 77
TABLE 61 MEA: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 79
TABLE 62 MEA: MVAS MARKET SIZE, BY INDUSTRY VERTICAL, 2015-2020 ($BILLION) 79
TABLE 63 MEA: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 80
TABLE 64 LATIN AMERICA: MVAS MARKET SIZE, BY END USER, 2015-2020 ($BILLION) 80
TABLE 65 LATIN AMERICA: MVAS MARKET SIZE, BY INDUSTRY VERTICAL,
2015-2020 ($BILLION) 81
TABLE 66 LATIN AMERICA: MVAS MARKET SIZE, BY SOLUTION, 2015-2020 ($BILLION) 81
TABLE 67 NEW PRODUCT LAUNCHES, 2011-2015 85
TABLE 68 AGREEMENTS, PARTNERSHIPS, COLLABORATIONS, EXPANSION AND NEW CONTRACTS, 2011-2015 86
TABLE 69 MERGERS and ACQUISITIONS, 2011-2015 88
LIST OF FIGURES

FIGURE 1 GLOBAL MVAS MARKET: RESEARCH DESIGN 16
FIGURE 2 BREAKDOWN OF PRIMARY INTERVIEWS: BY COMPANY TYPE, DESIGNATION, AND REGION 19
FIGURE 3 MARKET SIZE ESTIMATION METHODOLOGY: BOTTOM-UP APPROACH 20
FIGURE 4 MARKET SIZE ESTIMATION METHODOLOGY: TOP-DOWN APPROACH 21
FIGURE 5 MARKET BREAKDOWN DATA TRIANGULATION APPROACH 22
FIGURE 6 MVAS MARKET SIZE, BY SOLUTION (2015 VS 2020): SMS TO LEAD THE MVAS MARKET 25
FIGURE 7 MVAS MARKET SIZE, BY VERTICAL (2015 VS 2020): BFSI WILL CONTINUE DOMINATING THE MARKET 25
FIGURE 8 NORTH AMERICA DOMINATES THE MVAS MARKET WHILE MEA AND APAC PROJECT POTENTIAL GROWTH, 2015 26
FIGURE 9 SOCIAL MEDIA WILL ACT AS AN ATTRACTIVE MARKET OPPORTUNITY 27
FIGURE 10 ENTERPRISES ACCOUNTED FOR THE LARGEST MARKET SIZE IN THE MVAS MARKET BETWEEN 2015-2020 27
FIGURE 11 NORTH AMERICA MARKET WILL CONTINUE TO DOMINATE THE MVAS MARKET 28
FIGURE 12 MEA MARKET TO GROW WITH THE HIGHEST CAGR 28
FIGURE 13 MEA AND APAC ARE EXPECTED TO HAVE HIGH GROWTH RATE IN THE DURING (2015-2020) 29
FIGURE 14 MOBILE INTERNET TO PLAY A CRUCIAL ROLE IN THE MOBILE VALUE ADDED SERVICES (MVAS) MARKET 31
FIGURE 15 INCREASE IN NUMBER OF SMARTPHONES AND TABLET USERS IS THE KEY GROWTH DRIVER OF MVAS MARKET 34
FIGURE 16 VALUE CHAIN ANALYSIS: ENTERPRISES ARE GENERATING NEW REVENUE STREAMS FOR THE VENDORS 38
FIGURE 17 PORTER'S FIVE FORCES ANALYSIS: LIMITED NUMBER OF SUBSTITUTES AVAILABILITYHAS INCREASED THE VALUE OF MVAS SOLUTIONS 39
FIGURE 18 MVAS MARKET, GEOGRAPHIC ANALYSIS 42
FIGURE 19 SMS, MOBILE EMAILS, AND MOBILE INFOTAINMENT TO LEAD THE MVAS MARKET 42
FIGURE 20 TELECOM and IT IS THE FASTEST GROWING INDUSTRY VERTICAL IN THE MVAS MARKET 43
FIGURE 21 ENTERPRISES TO LEAD THE MVAS MARKET IN TERMS OF MARKET GROWTH RATE 56
FIGURE 22 TELECOM and IT IS THE FASTEST GROWING INDUSTRY VERTICAL IN THE MVAS MARKET 60
FIGURE 23 GEOGRAPHICAL SNAPSHOT (2015 and 2020): RAPID GROWTH MARKETS ARE EMERGING AS NEW HOT SPOTS 70
FIGURE 24 APAC AND MEA ARE THE FASTEST GROWING REGION IN THE MVAS MARKET 71
FIGURE 25 NORTH AMERICA MARKET SNAPSHOT: INVESTMENT IN HEALTHCARE AND TELECOM and IT INDUSTRY WILL DRIVE THE MARKET 72
FIGURE 26 MEA MARKET SNAPSHOT: INVESTMENT IN HEALTHCARE AND TELECOM and IT INDUSTRY WILL DRIVE THE MARKET 78
FIGURE 27 COMPANIES ADOPTED NEW PRODUCT LAUNCH AS THE KEY GROWTH STRATEGY BETWEEN 2011-2015 82
FIGURE 28 GOOGLE GREW AT THE HIGHEST RATE BETWEEN 2012-2014 83
FIGURE 29 MARKET EVALUATION FRAMEWORK 84
FIGURE 30 BATTLE FOR MARKET SHARE: PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS WAS THE KEY STRATEGY OF THE LEADING MARKET PLAYERS 84
FIGURE 31 GEOGRAPHICA REVENUE MIX OF TOP 5 MARKET PLAYERS 90
FIGURE 32 ATandT: COMPANY SNAPSHOT 91
FIGURE 33 ATandT: SWOT ANALYSIS 92
FIGURE 34 APPLE: COMPANY SNAPSHOT 93
FIGURE 35 APPLE: SWOT ANALYSIS 94
FIGURE 36 GOOGLE: COMPANY SNPASHOT 96
FIGURE 37 GOOGLE: SWOT ANALYSIS 97
FIGURE 38 VODAFONE: COMPANY SNAPSHOT 99
FIGURE 39 VODAFONE: SWOT ANALYSIS 101
FIGURE 40 MAHINDRA COMVIVA: COMPANY SNAPSHOT 102
FIGURE 41 MAHINDRA COMVIVA: SWOT ANALYSIS 104
FIGURE 42 ONMOBILE GLOBAL LIMITED: COMPANY SNAPSHOT 109
FIGURE 43 COMVERSE: COMPANY SNAPSHOT 111
FIGURE 44 KONGZHONG CORPORATION: COMPANY SNAPSHOT 113

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