Mobile Vas market growing in South Asia, Middle East

MUMBAI: Mobile markets across regions are intensely competitive and some of them have reached saturation in terms of penetration of addressable markets.

With tumbling voice tariffs contributing to declining Average Revenue Per User (Arpu) rates, mobile operators are actively pushing for growth of the non-voice value-added services (Vas) market. Despite the economic uncertainties, the mobile services market in South Asian and Middle East countries continues to sustain a growth path, especially in countries such as India.
The key trends in this market have been noted in analysis done by Frost and Sullivan. Presently, mobile voice revenues constitute the largest chunk of mobile operator‘s revenues, relegating mobile data revenues to a miniscule percentage. However, the mobile operators have realised that in order to curb depleting Arpus, they would need to widen their focus on increasing data revenues. In the case of Messaging, the popularity of Peer to Application (P2A) SMS, where mobile subscribers respond to an application such as voting through SMS for a TV programme, is on the rise.

In terms of the premium mobile entertainment content segment, it remains the most significant form of mobile Vas across the South Asia and Middle East geographies.

Frost & Sullivan industry analyst, ICT Practice, , South Asia and Middle East Lavanya Palani Batcha says, "With many markets almost reaching saturation point or having surpassed saturation in terms of mobile subscriptions penetration, telecom service providers are in need to bolster the ARPUs; and mobile VAS has the potential to alleviate this issue of declining ARPUs."

The regional trend in different countries is equally interesting. India is the fastest growing mobile market in South Asia with good potential for growth amongst the rural population. The mobile VAS market is set to grow at a strong CAGR of 16.6 per cent from 2008 to 2015.

Saudi Arabian mobile market has a high mobile penetration. However, the country still witnesses steady year-on-year growth in this sector. Vas market is expected to exhibit CAGR of 10.6 per cent between 2008 and 2015.

Sri Lanka has a relatively moderate mobile user penetration of 42.4 per cent; hence there is good potential for growth. 3G services such as Video SMS, Dial and Watch TV have been introduced. 
The UAE has one of the highest mobile subscription penetrations in the South Asia and Middle East region. Both mobile operators, Etisalat and Du, increasing their focus on revenue streams from Vas and mobile TV and mobile internet, have strong potential.
The Egyptian mobile market still possesses a sizeable under-penetrated addressable market, thereby providing avenues for growth. Relatively strong CAGR of 14.1 per cent is estimated for the mobile Vas market in Egypt between 2008 and 2015.

Pakistan‘s mobile market is robust with intense price wars amongst the local and foreign mobile operators. Estimated mobile Vas market CAGR is 16.8 per cent between 2008 and 2015.

The mobile Vas market in South Asia and Middle East is anticipated to exhibit strong to moderate growth owing to untapped potential for Vas in these regions, 3G networks proliferation, and a saturation of revenues, and adoption of plain vanilla mobile voice services. The market is also expected to witness the emergence of stronger mobile VAS content providers/aggregators with the ability to grasp better revenue shares from the mobile operators.

Latest Reads
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW ? a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India?s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India?s leading...

Technology Software Firmware
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ?FalconEye? to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights? OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo?s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo?s G-Guide xD app and remote schedule...

Technology Hardware Components
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories