Some key players in the MVAS market are Apple Inc., Vodafone Group
Plc, Airtel, Idea Cellular Ltd, AT&T, OnMobile, Spice Digital
Limited, Comverse Technology Inc., One97 Communication, Google and more.
Mobile value added services (MVAS) refer
to the services which are non-core that offered in the
telecommunication sector. All the services except voice calls and
transmissions of a fax are considered a mobile value added services.
These services can be used to promote a telecom operator’s primary
business. Mobile value added services act as a catalyst for the mobile
subscribers to use their mobile device to enable operator to enhance
their average revenue per user. There are different categories of mobile
value added services including utility VAS, music, video search, social
networking, m-Education and infotainment. The mobile value added
services are something additional services offered to the customer by
telecommunication operator either at no additional charge or at a
nominal extra charge. Most of the times, the mobile value added service
is extended at an additional charge. The definite pricing structure for
value added services typically depend on whether the telecom service
provider. They consider it as a possible source of additional revenue
generation or a features intended to create a firm bond with the
customers.
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Increasing in the number of smartphones,
high Internet penetration across the globe is driving the growth for
the mobile value added services market. However, the factor boosting the
value added services market is their large variability, which makes the
mobile operators capable of channeling significant amount of value
added services budgets annually towards managing the operational
overheads. In order to enhance the customer experience by including the
mobile value added services effectively in the product portfolio, for
this it become important for the operators to carry out some regulating
mechanism such as managed value added services. The managed value added
service models has replaced the parted, vendor-specific models with a
standardized and comprehensive approach targeted at end-to-end
management of a service. This enables the implementation of the
specification of service levels and the best industry practices along
with explanation of processes assuring an excellent service experience
for the customers.
There are some more challenges for the
mobile value added services market. The growth of the mobile Internet
and smartphones made it possible for customers to get better value added
service from the Internet either with a cost or by no cost. This has
resulted in decline in the user base of MVAS services that slumping the
mobile value added services revenues.
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Various telecom operators have taken an
active step to create a suitable mobile ecosystem in which its customers
are able to access MVAS content and services of their own choice and at
their own will. Furthermore, the mobile operator has also set up a
subscription engine for all mobile value added services. In the past,
every value added services provider was connected to the operator’s
billing platform, and used it without any monitoring. There was no
control in terms of what the VAS partner was charging to the customer.
Now every VAS partner is attached to the subscription engine, and shares
the consent of the customer with the operator.
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