The multi-billion dollar
market for
mobile value added services (MVAS) continues to be stong in Asia, with
the majority the adoption coming from urban youth. Most
operators in
Asia view VAS as a differentiator and continue to adjust
offerings to
meet the latest trends.
Understanding the consumer perspective - both the early
adopters and the followers - is critical to achieving a breakthrough in
stemming the declining ARPU levels, which is why we carried out this
extensive market research
This research is based
on a three-month long project conducted by APRG, to examine
the market potential in 2010 to 2014 for mobile content, applications,
and mobile app storefronts. More than 1,600 individuals
across mega-cities in Asia took part in the consumer surveys.
This
research report also outlines the factors influencing of the
mobile apps in Asia which include increasing mobile penetration, rising
income levels, declining ARPU, the introduction of 3G, and the
increasing proliferation of internet sourced, side-loaded
content.
There
are several pervasive trends that are highlighted in our
ethnographic survey including:
-
the importance of friends and family for learning of new mobile content
is more significant than traditional media
-
the importance of the internet for sourcing mobile
entertainment
-
the consumer's desire for live TV on a mobile phone has not
materialized with new 3G users
Table of
Contents
Chapter
1. Revenue Outlook for Mobile VAS Services in Indonesia, 2010
- 2014
Chapter
2. Revenue
Outlook for Mobile VAS Services in India, 2010 - 2014
Chapter
3. Revenue
Outlook for Mobile VAS Services in Philippines, 2010 - 2014
Chapter
4. Revenue
Outlook for Mobile VAS Services in Thailand, 2010 - 2014
Chapter
5. Consolidated Strategies of Asian Regional Mobile Operators
to Increase Mobile VAS Revenues
Chapter
6. Survey
Findings - Consumer Desires and Usage Trends for Mobile VAS and Mobile
Apps
- How mobile users learn of new mobile content
- Purchase sources of mobile VAS + content
- Mobile content and entertainment – desires and
frequency of
use
- Most popular ringtone genres
- Most popular mobile game genres
- Most popular games wallpaper genres
- Importance of various media for finding new mobile
content
- Most popular SMS application genres
- Frequency of usage of mobile social networking apps
- Mobile App Storefront or Portal Usage
Questions, comments, or wish to order? Just email sales @
aprg.com
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