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  4. > Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs

Summary
The mobile value-added services for the enterprises in the Asia-Pacific are at an inflection point, whereby more than three-fourths of the enterprise respondents plan to increase their MVAS expenditure. The global ISPs like IBM and HP etc have strong presence in the region, against whom the local MNOs have to compete for the deal from enterprises. The MVAS services are being offered both as a stand-alone as well as bundled offering. The increasing adoption of BYOD and smartphones, planned LTE deployments and MVAS innovation, will further have a positive impact for the adoption of enterprise MVAS in the region.

Key Findings
- This Insider report finds that mobile value-added services in Asia-Pacific are at an inflection point, where a combination of technology adoption and demand forces will help enterprise MVAS take off. The increasing penetration of LTE and smartphones, the adoption of MVAS platforms and the emergence of FMC networks are the pivotal factors that will drive the growth of MVAS services among enterprises in Asia over the next several years.

- Enterprises in the region are making MVAS a top priority in order to empower their mobile workforces with collaboration and productivity tools that are available anywhere at any time. In a proprietary survey, 76% of enterprise respondents interviewed in Asia-Pacific expect their spending on MVAS to increase in the near future, which points to greater opportunities for MNOs and technology vendors in the region.

- MNOs in Asia-Pacific face strong competition from large ITSPs. The survey shows that enterprises in the region often look to large ITSPs such as IBM and HP to manage their MVAS.

- Despite the competitive threat, MNOs in the region will invest in MVAS platforms and collaborative partnerships with these large IT players. Because of their ability to integrate mobile connectivity services and MVAS and to simplify commercialization, provisioning, billing and support of services, MNOs can play a central role.

- When it comes to large multinationals outsourcing deals, the local MNOs are confronted with strong competition from companies such as PCCW Global, Vodafone, and Orange Business Services that position themselves as full ITSPs. However, there is a significant market opportunity with SMBs and large local enterprises.

Synopsis
'Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs,' report by Pyramid Research, offers a thorough study of the enterprise MVAS value chain and the role of MNOs. It examines the various services offered by operators as part of their enterprise MVAS portfolios, and includes findings from a survey conducted by Current Analysis, a sister company of Pyramid Research, into trends in enterprise MVAS adoption and investment.

The Insider provides in-depth analysis of the following:

- Introduction: This section contains an MVAS taxonomy and a look at enterprise MVAS services, the enterprise MVAS value chain and the role of MNOs, in the context of IoT, M2M and enterprise mobile application services.

- Market context: This section examines enterprise MVAS adoption trends in the Asia-Pacific region, investment plans and future spending plans.

- Market drivers and inhibitors: This section analyzes the factors affecting the evolution and adoption of enterprise MVAS, from LTE and smartphone adoption to security threats.

- Case studies: The report examines three leading mobile operators in the region in more detail: Telstra, SingTel and Indosat. These studies focus on the enterprise MVAS offerings of the MNOs, their sales and promotional strategies and recent moves by the telcos in the enterprise MVAS space.

- Key findings and recommendations: This section includes conclusions drawn from a survey conducted by Pyramid Research's sister company Current Analysis of enterprise MVAS adoption and investment trends, along with recommendations for MNOs and technology vendors.

Reasons To Buy
- 'Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs,' report provides insight into the enterprise MVAS services being offered by mobile operators and technology vendors in the Asia-Pacific region, to enable the telcos succeed in the existing market.

- The report contains insights on the MVAS adoption and the spending plans of MNOs in APAC region, based on findings of global enterprise survey, to facilitate the decision making process.

- Helps executives build proactive, profitable growth strategies by offering comprehensive and relevant analysis of the APAC region's enterprise cloud services opportunity, competitive environment and best practices of the telcos and equipment vendors.

- Contains information for enterprise cloud services within the SaaS, IaaS and CaaS service categories across the region as well as within specific markets, to enable the telcos align their product portfolio.

- Gain and understanding of the competitive landscape and successful strategies, which can be beneficial to the local players or prospective market entrants.

- Highlights the enterprise MVAS offerings of three leading MNOs in the region and the strategies through three case studies, to enable telcos align their product portfolio and business offering.

Table Of Contents

Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs
Table of Contents
Introduction: MVAS taxonomy and service offerings
Enterprise MVAS definition and service providers
Enterprise MVAS value chain and the role of MNOs
Enterprise Internet of Things (IoT) and machine-to-machine (M2M) services
Enterprise mobile application services
Market context: Enterprise MVAS adoption trends in Asia-Pacific
Enterprise investment plans survey results
Enterprise MVAS offering in Asia-Pacific
Market drivers and inhibitors
Technology drivers
Service delivery inhibitors
Market detail: Case studies
Telstra in Australia
SingTel in Singapore
Indosat in Indonesia
Key findings and recommendations
Appendix: Acronyms and definitions


List of Figures
Exhibit 1: Leading enterprise MVAS technology vendors and ITSPs
Exhibit 2: The role of the mobile operator in the value chain of enterprise mobile services
Exhibit 3: Enterprise IoT/M2M service categories
Exhibit 4: Mobile application service categories
Exhibit 5: Mobile professional services and managed service categories
Exhibit 6: Breakdown of survey respondents by region
Exhibit 7: Asia-Pacific survey respondents by country
Exhibit 8: Asia-Pacific survey respondents by emerging and developed markets
Exhibit 9: Current and planned usage of MVAS among enterprise clients in Asia-Pacific
Exhibit 10: Expected change in MVAS spending over the next 12 months, Asia-Pacific
Exhibit 11: MVAS management strategies of enterprises, Asia-Pacific
Exhibit 12: External management partners of enterprise MVAS by type, Asia-Pacific
Exhibit 13: Departments involved in the decision-making process for MVAS, Asia-Pacific
Exhibit 14: Security requirements enterprises place on employee-owned devices, Asia-Pacific
Exhibit 15: MVAS portfolios of selected MNOs in Asia-Pacific
Exhibit 16: Factors affecting the development of enterprise MVAS, Asia-Pacific
Exhibit 17: Forecast of LTE percentage of total mobile subscriptions, Asia-Pacific, 2014-2020
Exhibit 18: Forecast of smartphone percentage of total handset sell-through, Asia-Pacific, 2014-2020
Exhibit 19: MVAS offerings by selected Asia-Pacific MNOs, 2015
Exhibit 20: Comparative strengths of MVAS platforms*
Exhibit 21: IBM's differentiated marketing approach for CIOs, IT managers and developers
Exhibit 22: Telstra application partner program
Exhibit 23: Enterprise mobile application threats
Exhibit 24: Telstra Australia MVAS profile, 2015
Exhibit 25: Telstra Australia MVAS approach, 2015
Exhibit 26: Telstra Australia MVAS milestones and performance, 2012-2015
Exhibit 27: SingTel Singapore MVAS profile, 2015
Exhibit 28: SingTel Singapore MVAS approach, 2015
Exhibit 29: SingTel Singapore MVAS milestones and performance, 2012-2015
Exhibit 30: Indosat MVAS profile, 2015
Exhibit 31: Indosat MVAS approach, 2015
Exhibit 32: Indosat MVAS milestones and performance, 2012-2015

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