The multi-billion dollar
Asia market for
mobile apps and value added services (MVAS) continues to be strong in
2010, with
the majority of adoption coming from young professionals. And as
the consumer appetite for mobile apps continues to grow providing good
opportunities for developers and content owners, and service
providers. Mobile operators in
Asia view MVAS as a key differentiator and continue to seek
offerings to
meet the latest trends to maintain subscriber loyalty.
Some of the notable trends outlined in the report:
-
the importance of friends and family for learning of new mobile content
is far more significant than traditional media
-
the consumer's desire for live TV on a mobile phone still has not
materialized with increased 3G infrastructure.
- side loading of music content
continues to be the most prevalent mode...very few
consumers surveyed indicated they would be willing to pay for
music tracks. -
Applications that provide location-based capabilities (without a GPS
featured handset) are eagerly anticipated in Asia, and once the service
providers open up the APIs, we expect LBS applications to be
widely adopted in the metro areas. -
Accessing social networking sites via the mobile phone is a pervasive
trend... in Indonesia and India, consumers regularly receive and
reply to messages, upload photos, or update personal status on popular
SNS sites from their handsets.
This timely report is based
on field research conducted by APRG to examine
the market potential to 2015 for mobile content, applications,
and value added services. Understanding
the consumer perspective on mobile VAS - particularly on how
they learn about and buy mobile apps, is critical to achieving new
incremental revenue. To this end, APRG conducted research with over a thousand consumers in the mega-cities of Asia to provide an understanding the consumer
perspective and use cases that will drive increased spending. This report also features our perspective of the strategies leading mobile operators -
such as AIS , Globe, Smart, Vodaphone, Maxis, Telkomsel, Indosat and others are adopting.
Table of
Contents
Chapter
1. Revenue Outlook for Mobile VAS Services in Indonesia, 2010
- 2015
Chapter
2. Revenue
Outlook for Mobile VAS Services in India, 2010 - 2015
Chapter
3. Revenue
Outlook for Mobile VAS Services in Philippines, 2010 - 2015
Chapter
4. Revenue
Outlook for Mobile VAS Services in Thailand, 2010 - 2015
Chapter
5. Strategies of Selected Asian Mobile Operators
to Increase Mobile VAS Revenues
Chapter
6. Summary
of Regional Survey
Findings - Consumer Desires and Usage Trends for Mobile VAS and Mobile
Apps in Asia
- How mobile users learn of new mobile content and apps
- Purchase sources of mobile VAS, apps and content
- Mobile content and entertainment – desires and
frequency of
use
- Most popular ringtone genres
- Most popular mobile game genres
- Most popular themes and wallpaper genres
- Importance of various media for finding new mobile
content
- Frequency of usage of mobile social networking apps
- Mobile App Storefront or Portal Usage
- Desirable Location Based Services
Table of Figures:
Figure 1. SWOT Analysis of Indonesia’s MVAS Market
Figure 2. MVAS and application revenue forecast for Indonesia 2009 to 2015F
Figure 3. Survey Findings: Indonesian consumers MVAS purchases in last 30 days
Figure 4. SWOT analysis of India’s MVAS market
Figure 5. MVAS and application forecast for India 2010 – 2015F
Figure 6. Survey Findings: Indian consumer’s MVAS purchases in last 30 days
Figure 7. SWOT analysis of MVAS market in the Philippines
Figure 8. MVAS and Application Revenue Forecast for Philippines 2010 – 2015F
Figure 9. Survey Findings: Philippines consumers MVAS purchases in last 30 days
Figure 10. SWOT analysis of Thailand’s MVAS market
Figure 11. MVAS and application revenue forecast for Thailand 2010 – 2015F
Figure 12. Survey Findings: Thailand consumers MVAS purchases in last 30 days
Figure 13. Survey Findings: How consumers typically learn of new mobile VAS and applications
Figure 14. Survey Findings: Where consumers typically purchase mobile VAS and applications
Figure 15. Survey Findings Consumers mobile content and application desires and trends
Figure 16. Survey Findings: Most popular ringtone genres across the region
Figure 17. Survey Findings: Most popular mobile game genres across the region
Figure 18. Survey Findings: Most popular mobile wallpaper genres across the region
Figure 19. Survey Findings: Most popular SMS application genres across the region
Figure 20. Survey Findings: Consumer’s frequency of usage of mobile social networking apps in the region (2008 to 2010 trends)
Figure 21. Consumer Survey: Mobile App storefront usage trends
Figure 22. Methodology
Figure 23. Survey Demographics
Questions, comments, or wish to order? Just email sales @
aprg.com. Sample pages available upon request.
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