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Proliferation of 3G and 4G services to aid growth in mobile value added services market
Mobile Value Added Services (MVAS): A Global Strategic Business Report - a new market research report on 2014-04-16 06:25:03
Global market for Mobile Value Added Services (MVAS) is projected to reach US$690 billion by 2018, driven by increasing smartphone penetration, proliferation of 3G and 4G services, growing popularity of mobile Internet, and rising customer spending on telecom services.
Mobile phones have transcended their basic function of providing voice communication to become a multimedia device that complements users´ personality and attitude. Mobile communication subscribers in addition to voice communication are increasingly subscribing to personalized services such as MMS, unified messaging, voicemail, caller ring back tones (CRBT), push-to-talk, news alerts, etc. This change in consumer behaviour has opened a world of opportunities beyond basic voice services. Poised to benefit are advanced MVAS including mobile internet browsing, mobile games, mobile social networking, mobile music, mobile payments, mobile wallet, mobile learning, and mobile Location-Based-Services (LBS).
Proliferation of 3G and evolution of 4G networks, growing adoption of smartphones featuring multimedia capabilities, and rising subscriptions for mobile broadband, have opened up a range of possibilities for MVAS. MVAS value chain is rapidly evolving with content and application developers focussing on providing customized content and dedicated mobile applications. The emergence of open distribution platforms including Google´s Android and Apple´s App Store especially has set the stage for development of mobile apps. The growing dominance of application based services is compelling mobile service providers to develop separate platforms that allow users to download mobile applications over their 2G/3G networks. The MVAS market is also witnessing increased demand for utility based services such as M-health, M- governance, M-education, M-commerce, M- agriculture, and M-Law.
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