MOBILE VALUE ADDED
SERVICES (MVAS)
BASIC DEFINITION OF MVAS :


VALUE ADDED SERVICES (VAS) in telecom
industry refer to non-core services, the core or basis
services being standard voice calls and fax
transmission including bearer services.
Value added services are characterized as:
• Not a form of core or basic service but adds
value in total service offering.
• Stands alone in terms of profitability and also
stimulates incremental demand for core or
basic services
• Can sometimes be provided as stand alone.
• Do not cannibalize core or basic service.
• Can be add‐on to core or basic service and as such can
be sold at premium price.
• May provide operational synergy with core or basic
services.
“Value Added Services are enhanced services
which add value to the basic teleservices and
bearer services for which separate licence are
issued”
FOR MOBILE TELECOMMUNICATION MARKET, A
SIMPLE DEFINITION OF VAS WOULD BE‐
Mobile Value Added Services are those services
that are not part of the basic voice offer and are
availed separately by the end user. They are used
as a tool for differentiation and allow mobile
operators to develop another stream of revenue
GOVERNMENT OF INDIA ISSUES LICENSES FOR
THE FOLLOWING VALUE ADDED SERVICES:‐
1. Public mobile trunking service
 2. Voice mail service
 3. Closed users group domestic 64 kbps data
network via INSAT satellites system
 4. Video tex service
 5. GMPCS
 6. Internet
 7. Audio tex
 8. Unified messaging service

MVAS ECOSYSTEM
 Content
Providers
 Content
Developers
 Content
Aggrerators
 Technology Enablers
 Mobile
Services Providers (MSP)
CONTENT PROVIDERS :
Content Providers are the entities that
own the original content.
They are typically media companies &
movie studio who own rights for the movies
& music.
In India the content providers are mostly
production houses in Bollywood.
The biggest content providers in India are
Rajashri Production,Sony Films etc.

CONTENT DEVELOPERS
Content developers tailor the content so
that it con be viewed in the mobile
phones.
There are several operating systems that
are currently prevalent in the mobiles
phones & it means that content
development needs to be done for
different operating systems.

CONTENT AGGREGATORS
The
MVAS growth has given birth to a
new entity which aggregates content
originally designed for some other media,
from different sources.
Some of the content aggregators also
develop content especially for mobile
phones for e.g. mobile games.
TECHNOLOGY ENABLERS
They
provide the technical platform that
helps the MSP’s to host the content .
The
technical platform needs to be
integrated with billing system of the
MSP’s as well.
3G TECHNOLOGY:VAS ENABLER

Defining 3G:
3G networks are wide area cellular telephone
networks which have evolved to incorporate
high‐speed internet access and video telephony.
3G technologies enable network operators to
offer users a widerrange of more advanced
services while achieving greater network capacity
through improved spectral efficiency. Services
include wide‐area wireless voice telephony and
broadband wireless data, all in a mobile
environment.
STRENGHTS
WEAKNESS
3G spectrum offers 4‐5 times The high 3G spectrum and
the voice capacity of 2G
license cost may effect cost of
spectrum and thus 3G is a
service to the subscribers
cost‐effective tool to deliver
voice
In rural India, 3G can
enable telemedicine,
virtual marketplace and
e‐learning
In Europe, 3G growth has not
justified the cost of investment
for operators
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