Mobile Value-Added Services (MVAS) is something that we all have been using since the existence of internet and mobile phones. Mobile VAS refers to the variety of non-core services offered by mobile network operators to enhance the user experience and add value to their basic communication services. The industry has been on an innovative trajectory since the rise of technology over the years, to fit the ever-changing trend of consumer needs. This rapid digitalization around the globe accelerates the growth of mobile VAS, as the global market size is projected to grow by USD 723.25 billion between 2022 and 2027.This rapid digitalization around the globe accelerates the growth of mobile VAS, as the global market size is projected to grow by USD 723.25 billion between 2022 and 2027.
Digital Innovation and VAS
As a seasoned marketer in the mobile VAS industry of the Southeast Asian region for ten years, I’ve seen how digital innovation evolves and shapes the preferences of our target audience. This fact alone has benefitted mobile operators with countless new business models and revenue streams, enabled opportunities for partnerships and collaborations.
One of the highlights over the ten years in the growth of mobile VAS is the rise of mobile applications. This transformation has revolutionized the way people interact with their mobile devices, creating new opportunities for companies to develop personalized and targeted services and applications for individual users. Another highlight is the highly accessible mobile payment, this innovation alone has created a tremendous impact in the mobile VAS industry as the users can now easily access the services with convenient payment methods.
Mobile VAS in Southeast Asia
Southeast Asia has grown to have a younger and more tech-savvy population, which has created a large and rapidly growing market for the mobile VAS industry. A high penetration of mobile devices comes with an increasing demand for mobile services and a growing number of mobile subscribers as well. With more people turning to mobile devices for entertainment, education, and remote work, this has eased way for investment and innovation to meet the changing needs of consumers.
Mobile operators should be aware of the Mobile VAS market in Southeast Asia, as the regional market is currently expecting an upswing in size and growth due to the increased access to mobile devices and the internet.
Future of Mobile VAS
Interactive and diversified services like digital content, digital marketing services, mobile payments, and messaging services are ever present in the contemporary world. Over the years of my dedication in the industry, I’ve come to realize that mobile VAS consumers crave enhanced user experience, increased productivity, and also improved access to information and services.
The future of mobile VAS is bright and relevant in the market globally, one of the key factors being the proliferation of smartphones and increased internet usage. A recent Ericsson Mobility Report suggested that there will be approximately 4.4 billion 5G subscriptions worldwide by the end of 2027, with Southeast Asia and Oceania championing the data traffic per smartphone globally. Indeed, the rise of 5G networks and achievements in artificial intelligence (AI) and the Internet of Things (IoT) will create new opportunities for mobile VAS providers to develop and offer innovative services.
As the Head of Mobile VAS in Forest Interactive, I firmly believe that the mobile VAS industry will remain relevant and present in the years to come, granted that the providers continue to adapt to new technologies and changing customer needs.
About Forest Interactive
Founded in 2006, Forest Interactive develops scalable mobile platforms to connect mobile operators with their subscribers. With over 17 years of industry experience, Forest Interactive has expanded to include a diverse workforce of 20+ nationalities in 14 regional offices.
Delivering content subscription services, service delivery platforms, digital vouchers, e-commerce platforms, and mobile apps for all ages, Forest Interactive operates in more than 25+ countries, servicing 90+ mobile operators and 100+ content partners with the capacity to reach over one billion subscribers worldwide.
Visit forest-interactive.com to learn more.
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