Mobile VAS Markets, Applications, and Opportunities - Third Edition

NEW YORK, April 19, 2013 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Mobile VAS Markets, Applications, and Opportunities - Third Edition

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Overview:

Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain. With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.

This research represents analysis of the mobile VAS markets, and applications. In addition, the report evaluates market opportunities for mobile VAS, markets, mobile commerce applications. It includes market opportunities and forecasting to 2018 for mobile VAS applications including worldwide mobile games markets and the potential revenues. Our research also identifies key issues and concerns such as security and privacy in mobile VAS and mobile commerce in particular. We evaluate global market dynamics through analysis of specific regions and countries.

This report includes forecasts in the following MVAS areas:

• PUBLIC SAFETY

• CONTENT DELIVERY NETWORKS (CDN)

• CLOUD SERVICES

• MOBILE PAYMENTS

• MOBILE BANKING

• MOBILE MARKETING AND ADVERTISING

• MACHINE-TO-MACHINE (M2M)

• WEARABLE WIRELESS

• SOLOMO GAMING MARKET

• SOCIAL NETWORKIN

• INTERNET OF THINGS (IOT)

• BIG DATA

• SUBSCRIBER DATA MANAGEMENT (SDM)

• NETWORK OPERATOR API AND APPLICATIONS

Target Audience:

• Application stores/aggregators

• Mobile network operators and their partners

• Mobile VAS application development companies

• Mobile infrastructure and support service providers

Report Benefits:

• Understand the role and importance of VAS applications for the network operator

• Understand the impact of LTE on the supply/demand dynamics of data and how this impact the ecosystem

• Identify key VAS applications that will develop new revenue streams and improve profitability for network operators

• Identify important VAS applications within each major area including gaming, LBS, mobile marketing, commerce, and more

• Understand the impact of Over the Top (OTT) applications and how network operators can combat this threat to their business

• Identify the business case for key VAS applications that network operators can implement to combat the threat of OTT applications

• Understand critical MVAS infrastructure including IP Multimedia Subsystem, Service Delivery Platforms, Self-organizing Networks, and more

Table of Contents:

1.0 EXECUTIVE SUMMARY 8

2.0 INTRODUCTION 10

2.1.1 VAS CHARACTERISTICS 10

2.1.2 RELATIONSHIP OF VAS TO OTHER SERVICES 10

2.1.3 DIFFERENT CLASSES OF VAS 10

2.2 WHY ARE VAS IMPORTANT? 11

2.2.1 THE VALUE OF VOICE AND OTHER "BEARER" SERVICES 11

2.3 SURVEY OF GLOBAL VAS DEPLOYMENTS 12

3.0 OVERVIEW OF THE MAJOR MVAS TYPES 13

3.1.1 INTRODUCTION 13

3.1.2 CONTENT DELIVERY 13

3.1.3 CHARGING VIA PREMIUM CONTENT 15

3.1.4 ONLINE BILLING SERVICE PROVIDERS 16

3.2 COMMERCE 16

3.3 COMMUNICATION 18

3.3.1 CORE SERVICES 18

3.3.2 VALUE-ADDED SERVICES 19

3.4 APPLICATIONS 19

4.0 MVAS APPLICATIONS ANALYSIS 20

4.1.1 VOICE SMS 20

4.1.2 VIDEO SMS 20

4.1.3 OTT MESSAGING 20

4.1.4 MESSAGING WITH IP MULTIMEDIA SUBSYSTEM (IMS) 21

4.2 SOCIAL NETWORKING 21

4.2.1 FACEBOOK, GOOGLE, AND OTHERS 21

4.2.2 INTEGRATED SOCIAL AND MESSAGING/VOICE APPLICATIONS 22

4.2.3 OVER-THE-TOP (OTT) MVOIP AND SOCIAL APPLICATIONS 22

4.3 COMMUNICATIONS CONTROL 27

4.3.1 INCOMING CALL SCREENING (ICS) 27

4.3.2 UNIFIED MESSAGING 28

4.3.3 PRESENCE AND PREFERENCE MANAGEMENT 28

4.4 ENTERTAINMENT 29

4.4.1 STREAMING VIDEO 29

4.4.2 USER GENERATED CONTENT 31

4.4.3 ONLINE AND MULTIPLAYER GAMES 32

4.4.4 MOBILE GAMING 32

4.4.5 MOBILE TV 34

4.4.6 INTEGRATED HOME ENTERTAINMENT: INTERNET, TV, GAMING 45

4.5 LOCATION-BASED SERVICE APPLICATIONS 46

4.5.1 LOCATION BASED SERVICE 48

4.5.2 MOBILE LOCATION COMMERCE ECOSYSTEM AND APPLICATIONS 49

4.6 LOCATION-BASED SERVICE (LBS) APPLICATIONS 54

4.6.1 PUBLIC SAFETY 54

4.6.2 SOCIAL NETWORKING 54

4.6.3 INFORMATION 56

4.6.4 ADVERTISING 56

4.6.5 GAMING 56

4.6.6 LBS REGULATIONS 59

4.6.7 LOCATION COMMERCE FUNCTIONALITY 59

4.6.8 LOCATION SYSTEMS 61

4.6.9 MAP SYSTEM 64

4.6.10 CONCLUSIONS 65

4.6.11 THE FUTURE OF THE LBS 66

4.6.12 LTE BENEFITS FOR LBS 66

4.6.13 CONCLUSIONS 72

4.7 MOBILE ADVERTISING AND MARKETING 73

4.7.1 BANNER AND LINK ADVERTISING 74

4.7.2 MOBILE COUPONING 74

4.7.3 MOBILE SEARCH 74

4.7.4 DIRECT RESPONSE MOBILE MARKETING 77

4.7.5 MOBILE ADVERTISING/MARKETING LANDSCAPE 81

4.7.6 MOBILE MESSAGING VENDORS GROW UP 88

4.7.7 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 89

4.7.8 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 92

4.7.9 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 94

4.7.10 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020 95

4.7.11 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY 95

4.7.12 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY 98

4.7.13 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS 98

4.7.14 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES 99

4.7.15 MOBILE MARKETING VENDORS MAKE THEIR MARK 101

4.7.16 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE 102

4.7.17 GLOBAL MARKET SPENDING TO REACH $54B BY 2020 106

4.7.18 RECOMMENDATIONS FOR THE MOBILE MARKETER DURING AN ECONOMIC DOWNTURN 114

4.7.19 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS 115

4.8 MOBILE COMMERCE 117

4.8.1 FACTORS DRIVING THE M-COMMERCE INDUSTRY 124

4.8.2 MOBILE PAYMENTS 134

4.8.3 MOBILE BANKING 169

4.8.4 MOBILE CHECKOUT 174

4.8.5 MOBILE SHOPPING 175

4.8.6 STORED VALUE AND THIRD-PARTY PAYS 184

4.9 MOBILIZING INDUSTRY VERTICALS 187

4.9.1 MOBILE HEALTH 187

4.9.2 MOBILE EDUCATION 188

4.9.3 MOBILE GOVERNMENT 193

4.10 MACHINE-TO-MACHINE (M2M) 209

4.10.1 M2M VALUE PROPOSITION 210

4.10.2 M2M APPLICATIONS 211

4.10.3 MOBILE NETWORK OPERATOR (MNO) STRATEGIC INITIATIVE ANALYSIS 214

4.10.4 THE INTERNET OF THINGS (IOT) 218

4.10.5 CONVERGENCE OF M2M, IOT, SOCIAL, AND BIG DATA = HUGE OPPORTUNITY 219

4.11 MVAS IN THE 4G ERA 221

4.11.1 VOICE OVER LTE (VOLTE) 221

4.11.2 VIDEO SERVICE 225

4.11.3 RICH COMMUNICATIONS SERVICES (RCS) 233

4.11.4 LTE DIRECT 237

4.12 ENABLERS OF NEXT GENERATION MVAS APPLICATIONS 243

4.12.1 SUBSCRIBER DATA AND MANAGEMENT 243

4.12.2 TELECOM API AND MANAGEMENT 246

4.12.3 PRESENCE 250

4.12.4 IDENTITY, PERSONAL DATA, AND PREFERENCE MANAGEMENT 254

4.12.5 LOCATION 256

4.13 NEXT GENERATION MVAS APPLICATIONS 260

4.13.1 AUGMENTED REALITY 260

4.13.2 WEARABLE WIRELESS SOLUTIONS 279

4.13.3 NEXT GENERATION SOCIAL, LOCATION AND PRESENCE-BASED APPLICATIONS 284

4.13.4 PUSH TO "X" CONTENT, COMMERCE, COMMUNICATIONS, AND APPLICATIONS 284

4.13.5 NETWORK OPERATORS, API, AND THIRD-PARTY CLOUD-BASED MVAS APPLICATIONS 285

5.0 MVAS ECOSYSTEM 287

5.2 MAJOR VENDOR PROFILES 287

5.3 MVAS PARTNERS 288

5.4 MVAS COMPETITORS 288

5.5 NETWORK OPERATOR 293

5.5.1 SIGNIFICANT MOBILE OPERATORS 294

5.5.2 STRATEGIES 294

5.5.3 VALUE CHAIN 295

5.5.4 PARTNERSHIPS 296

6.0 MVAS BUSINESS CASE ANALYSIS 300

6.2 CHARGING FOR MVAS 300

6.2.1 SUBSCRIPTION 300

6.2.2 PER-USE SERVICES 300

6.2.3 ON-DEMAND SERVICE 301

6.3 MOBILE VIDEO 301

6.4 UNIFIED COMMUNICATIONS 307

6.5 RICH COMMUNICATIONS SERVICE (RCS) 308

6.6 TELECOM API'S 309

6.6.1 API MANAGEMENT OPTIONS 309

6.6.2 STRATEGIES 310

7.0 MVAS CASE STUDIES 311

7.1.1 BIG DATA AND MOBILE COMMERCE/MARKETING 311

7.1.2 CASE STUDY: BIG DATA ANALYTICS + M-COMMERCE + SOCIAL MEDIA= COMMERCIAL SUCCESS 312

7.1.3 BIG DATA IN NEAR FIELD COMMUNICATION 312

7.2 CLOUD-BASED SERVICES ROI 314

7.3 WEARABLE AUGMENTED REALITY 316

7.4 MOBILE VIDEO 318

7.5 VIDEO ADVERTISING 320

7.6 LOCATION SERVICES AND BROKERING 321

7.7 SERVICES BLENDING 323

8.0 GROWTH DRIVERS FOR MVAS 324

8.2 MARKET DRIVER: TARGETED OFFERINGS AND PREMIUM SERVICES 325

8.3 INTERNET PROTOCOL AND WEB-BASED APPLICATIONS 325

8.4 NEXT GENERATION NETWORKS A DRIVER FOR MVAS 326

9.0 GROWTH PROSPECTS FOR MVAS 328

10.0 CHALLENGES TO MVAS DEPLOYMENT 331

10.1 IMPACTS 33110.1.1 IMPACT ON EXISTING APPLICATIONS AND SERVICES 33210.1.2 IMPACT ON OPERATIONS 33210.1.3 IMPACT ON PARTNERS 33210.2 STRATEGIES 33510.2.1 NETWORK OPERATOR STRATEGIES AGAINST OTT 33510.2.2 NETWORK OPERATOR STRATEGIES FOR API'S 33610.2.3 STRATEGIES FOR THIRD PARTY CONTENT AND COMMERCE 336

11.0 MVAS INFRASTRUCTURE 337

11.1 FOURTH GENERATION (4G) CELLULAR VIA LTE 33711.1.1 FDD LTE 33811.1.2 TDD LTE (TD-LTE) 33911.1.3 LTE ADVANCED 33911.1.4 LTE INFRASTRUCTURE ELEMENTS AND ARCHITECTURE 34111.1.5 LTE E-UTRAN INFRASTRUCTURE ELEMENTS AND NETWORK ARCHITECTURE 34111.1.6 LTE EPC INFRASTRUCTURE ELEMENTS AND NETWORK ARCHITECTURE 34611.2 SDP 35011.2.1 EVOLUTION 35111.2.2 BENEFITS OF SDP 35211.2.3 SOA 35411.3 IMS 35711.3.1 IMS PLANES 35711.3.2 IMS NETWORK ELEMENTS 35811.3.3 IMS BASED APPLICATIONS 36011.3.4 MULTI-APPLICATION ENVIRONMENT ISSUES 36111.3.5 BIG ISSUE: SIGNALING LOAD 36311.3.6 MULTI-APPLICATION ENVIRONMENT OPPORTUNITIES 36311.3.7 NEW SERVICES INSTRUCTION OFTEN INTRODUCED MONOLITHICALLY 37011.3.8 OSS/BSS IMPACTS 37511.3.9 NEW BUSINESS OPPORTUNITIES AND CHALLENGES 37611.3.10 IMS MARKET SURVEY 37911.4 NEXT GENERATION OSS/BSS 38511.4.1 WHAT IS NGN 38511.4.2 NGN OSS/BSS: COMPONENTS, IMS IMPLICATIONS AND FRAMEWORKS 38811.4.3 NETWORK PLANNING AND ENGINEERING 38911.4.4 DRIVERS OF NGN 39111.4.5 OPERATIONAL CHALLENGES 39311.4.6 NGN OSS/BSS: COMPONENTS, IMS IMPLICATIONS AND FRAMEWORKS 39411.4.7 CHALLENGES FOR OSS AND BSS 39811.5 NEXT GENERATION INFRASTRUCTURE OPPORTUNITIES AND CHALLENGES 40111.5.1 SERVICES BLENDING REQUIRES SUPPORT INFRASTRUCTURE 40111.5.2 VNO MODEL TO DRIVE NEW OPPORTUNITIES/CHALLENGES 40211.5.3 TRUSTED VERSUS NON-TRUSTED APPLICATIONS 404

12.0 MVAS FORECASTS 2013 - 2018 405

12.1 AUGMENTED REALITY (AR) 40512.2 PUBLIC SAFETY 40612.3 CONTENT DELIVERY NETWORKS (CDN) 40712.4 CLOUD SERVICES 40912.5 MOBILE PAYMENTS 42112.6 MOBILE BANKING 42112.7 MOBILE MARKETING AND ADVERTISING 42212.8 MACHINE-TO-MACHINE (M2M) 42412.9 WEARABLE WIRELESS 43612.10 SOLOMO GAMING MARKET 44012.11 SOCIAL NETWORKING 44112.12 INTERNET OF THINGS (IOT) 44112.13 BIG DATA 44312.14 SUBSCRIBER DATA MANAGEMENT (SDM) 44412.15 NETWORK OPERATOR API AND APPLICATIONS 448

13.0 SUMMARY AND RECOMMENDATIONS 450

13.1 DEALING WITH REDUCED VALUE OF CORE SERVICES 45113.2 FOCUS ON INDUSTRY VERTICALS 45213.3 FOCUS ON SDM, API'S AND WORKING WITH THIRD PARTIES 45413.4 RECOMMENDATIONS FOR THIRD-PARTIES WORKING WITH NETWORK OPERATORS 45713.4.1 APPROACHING THE MARKETING DEPARTMENT 45713.4.2 APPROACHING THE TECHNOLOGICAL DEPARTMENT 45713.4.3 THE HYBRID OPTION 45713.4.4 THIRD-PARTY BUSINESS MODELS 45813.4.5 DEPLOYMENT OPTIONS 45913.5 WORKING WITH MANAGED SERVICE PROVIDERS 46013.5.1 TECHNICAL AND BUSINESS OPERATIONS 46013.5.2 DRIVERS FOR MANAGED SERVICES 46113.5.3 AGREEMENTS 46113.5.4 PRICING MODELS 46313.6 PLANNING FOR SERVICES IN THE CLOUD 46413.6.1 CLOUD OPPORTUNITIES 46513.6.2 MOBILE SERVICES IN THE CLOUD 46613.6.3 CASE STUDY: IBM SOCIAL SOFTWARE ON MOBILE 46713.6.4 THE ROLE OF INCUMBENT NETWORK OPERATORS IN MOBILE CLOUD 467

14.0 APPENDIX - HISTORY OF MVAS 469

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