Mobile value added services (MVAS) are defined as mobile services that are offered by mobile service providers apart from the voice communication services. The MVAS such as sending short message service (SMS), multimedia messaging service (MMS), mobile email & IM, mobile money, location based services, mobile advertising, and mobile infotainment enables mobile subscribers to use smart phones and tablets for several non-voice purposes.[1]

Figure 1. The mobile value added services (MVAS)

Figure 1 shows quick innovations in technology have led to the evolution of MVAS beyond the voice communication services. It helps mobile service providers to create and sustain new revenue streams and drive ARPU. Rising mobile phones, network penetration, and increased return on marketing spend are some of the factors driving the mobile value added services market. Companies such as Google, Apple, Comviva Technologies, AT & T, Vodafone, OnMobile, KongZhong, One97 Communication, Comverse, and InMobi are the key vendors in market. The report provides global market trends, overall adoption scenario, competitive landscape, and key drivers, restraints, trends, and opportunities. The report aims in estimating the current market size and the future growth potential across different regions.[1]

Popular Mobile Value-added Services (VAS):

Here are some of the services that people are gravitating to for entertainment and to seek knowledge at the same time.

1.IM Services

China mobile’s IM service called Fetion is gaining a huge audience of over 100 million as this app allows users to use IVR (Interactive Voice Response), SMS, and GPRS (General Packet Radio Service) modes. This kind of diversity extracts the real value of the app and people can easily communicate at anytime and anywhere.

2.Mobile Gaming

content and games are the future of the VAS in the telecom business and mobile gaming industry around the world due to the presence of steady internet connectivity. Cross-platform HTML 5 technology governs games in mobile browsers of smartphones and tablets. All kinds of smart devices such as iPhones, iPods, iPads, and Android devices are capable of running this platform. HTML 5 is an ideal technology for Blackberry, Firefox OS, Windows Mobile, personal computer, and Mac as VAS offered by telecoms is free from rules and regulations imposed by Google Play or other app stores

3.On-Demand Video Subscriptions

Video content is gaining popularity as users prefer visuals and audio over long articles. The busy schedule has pushed a majority of the population towards picking up video content on the internet. Therefore, services such as video-on-demand via VAS are skyrocketing in today’s time.

4.TV Shows and Movies

Various OTT platforms such as Netflix are changing the business world for VAS services that are offered by telecoms. A majority of telecom companies are providing VAS by working in collaboration with online viewing platforms in the entertainment industry. Furthermore, working hand-in-hand with content operators such as Netflix, telecoms contribute by offering VAS in payments, content delivery, customer care, and interactive marketing. Moreover, television is the famous OTT service provided as VAS by the telecom industry.

5.Online Storage

Users tend to download and store a vast amount of content on smartphones due to which the issue of storage space always persists. Therefore, VAS service in the form of cloud storage pushes people to subscribe to acquire storage space that is accessible 24/7 with data connectivity.[2]

References:

1. https://www.marketsandmarkets.com/Market-Reports/mobile-value-added-service-market-234370752.html
2. https://www.researchdive.com/blog/7-mobile-value-added-services-vas-provided-by-telecoms-that-you-might-have-missed-out-on

Cite this article:

Thanusri swetha J (2021), Mobile value added services (MVAS), AnaTechmaz, pp. 25