Introduction: Navigating the Competitive Landscape of Mobile Value-Added Services
In the mobile value-added services (MVAS) sector, competition is growing as a result of technological developments, changing regulatory frameworks, and a growing desire for a personalised experience. This is why the main players, including the network operators, the original equipment manufacturers, the system integrators, and the new artificial intelligence start-ups, are striving to lead the market by deploying technology-based differentiators such as AI-based analytics, automation, and IoT integration. These not only help to enhance the service but also enable the companies to gather and analyse the customer data in more effective ways, thus influencing the market share. In 2024–25, the strategic trends will focus on improving customer engagement through biometrics and greener approaches to the network. The resulting strategic landscape requires that the C-level managers and strategic planners remain agile and respond to the disruptive forces that are reshaping the MVAS market.
Competitive Positioning
Full-Suite Integrators
These vendors offer comprehensive MVAS solutions, integrating various services to enhance mobile user experiences.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Singtel |
Strong regional presence in Asia |
Mobile content and applications |
Asia-Pacific |
| Vodafone Group PLC |
Global reach with diverse offerings |
Mobile financial services |
Europe, Africa, Asia |
| Comviva |
Expertise in mobile payments |
Mobile financial solutions |
Africa, Asia |
Specialized Technology Vendors
These vendors focus on niche technologies that enhance specific aspects of MVAS, such as advertising and user engagement.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| InMobi Pte. Ltd |
Innovative mobile advertising solutions |
Mobile advertising |
Global |
| OnMobile Limited |
Rich content services for telecoms |
Value-added content services |
India, Middle East, Africa |
| Kongzhong Corporation |
Strong gaming and entertainment focus |
Mobile gaming and entertainment |
China |
Infrastructure & Equipment Providers
These vendors provide the necessary infrastructure and equipment to support MVAS delivery and operations.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| CALLUP |
Robust telecom solutions |
Telecom infrastructure |
Global |
| Stonehenge Telecom |
Custom telecom solutions |
Telecom services and infrastructure |
North America, Europe |
| Streamwide SA |
Focus on communication solutions |
Unified communication services |
Europe |
| Symsoft |
Expertise in billing and charging |
Billing and charging solutions |
Europe, Asia |
| PROTECH |
Innovative telecom solutions |
Telecom software solutions |
Global |
| MyRepublic Limited |
Focus on digital services |
Telecom and digital services |
Asia-Pacific |
Emerging Players & Regional Champions
- MobiKwik (India): This digital wallet has recently teamed up with several e-commerce platforms to offer payment options. It competes with established banks and payment gateways by offering lower fees and faster transactions.
- Gupshup (India) - Messaging and communication platform specializing in chatbots and SMS. Recently signed a contract with a major telecommunications company to enhance customer engagement. Complements traditional MVAS companies with automation solutions.
- M-Pesa (Kenya): Mobile money transfer and payment service, expanded its services to include microloans and insurance products, challenging traditional banking systems and enhancing financial inclusion in the region.
- Mangoceuticals (USA): A mobile virtual assistant service, which offers telehealth services and fitness trackers, has recently started to partner with health care professionals, enabling them to complement existing health services with easily accessible mobile solutions.
- MobiFone (Vietnam): Telecom operator with a strong MVAS portfolio, recently launched a suite of digital entertainment services, challenging established players by leveraging local content and partnerships with regional content creators.
Regional Trends: In 2022 there was a significant increase in the use of mobile payment systems and digital wallets, especially in Africa and Asia, where the need for contactless transactions had been growing. Artificial intelligence chatbots and customer relationship tools were also establishing a trend towards more individualized MVAS. In order to meet local needs, there was an increase in the production of local content and services. This led to a diversification of specialization among the emerging companies.
Collaborations & M&A Movements
- Vodafone and Google Cloud entered a partnership to enhance Vodafone's MVAS offerings through advanced data analytics and AI capabilities, aiming to improve customer engagement and retention in a competitive telecom landscape.
- Zain Group acquired a 100% stake in the mobile payment platform, TPay, to expand its MVAS portfolio and strengthen its position in the growing digital payment sector across the Middle East.
- Airtel and Amazon Web Services (AWS) collaborated to launch a suite of cloud-based MVAS solutions, enhancing Airtel's service delivery and operational efficiency in the Indian market.
Competitive Summary Table
| Capability | Leading Players | Remarks |
|---|
| Biometric Self-Boarding |
Gemalto, NEC Corporation |
Having installed biometric self-boarding solutions at several airports, Gemalto has improved the flow of passengers and reduced waiting times. The NEC fingerprint recognition technology, which has been successfully deployed at international airports, is renowned for its high speed and accuracy. |
| AI-Powered Ops Mgmt |
IBM, Microsoft |
IBM's Watson has been integrated into various MVAS platforms to optimize operations through predictive analytics. Microsoft Azure's AI capabilities have been adopted by several airlines to streamline customer service and operational efficiency. |
| Border Control |
SITA, Thales Group |
SITA’s border control solutions use the latest data analysis to increase security and efficiency at checkpoints. Thales has developed integrated border management systems that are already in use in several countries. |
| Sustainability |
Airbus, Boeing |
Airbus has initiated a series of actions relating to the use of sustainable jet fuel and the development of environment-friendly avionics for the MVAS. And the ecoDemonstrator program, launched by Boeing, showcases the sustainable practices and innovations that airlines are adopting to reduce their carbon footprint. |
| Passenger Experience |
Amadeus, Travelport |
Amadeus has developed complete solutions that facilitate the entire journey from booking to boarding, with a particular focus on personalization. Travelport’s platform is a platform that has integrated various services to improve the overall travel experience. |
Conclusion: Navigating the MVAS Competitive Landscape
In 2022, the mobile value-added services (MVAS) market will be a highly fragmented market with a wide range of players. Regional trends show a growing demand for localized and individualized services, which in turn forces suppliers to adapt their strategies. The established companies are deploying their existing customer base and brand loyalty, while the newcomers are relying on their innovative solutions, based on artificial intelligence and automation, to seize market share. The key to success in this evolving market will be the ability to provide sustainable and flexible services with advanced analytics. Suppliers must therefore focus on these factors, not only to meet the expectations of the customer, but also to differentiate themselves from the competition in the increasingly crowded market.
