Mobile Value Added Services Market Trends

Introduction

In 2022, the MVAS market is undergoing a major transformation, driven by a confluence of macro-factors, including technological advancements, changes in the regulatory environment and changes in the habits of consumers. The ubiquity of mobile phones and mobile Internet has led to a surge in demand for innovation, while the regulatory environment has imposed stricter compliance and transparency standards. In addition, changing consumer habits towards a preference for on-demand, personalised services are reshaping the competitive dynamics of the market. These trends are strategically important to stakeholders as they strive to navigate the complexities of the rapidly evolving MVAS ecosystem.

Top Trends

1. Increased Adoption of Mobile Payments
   Mobile payment systems are booming. In 2022, more than half of consumers will use them. The industry leaders such as Vodafone are expanding their services and making them more convenient. The governments are also encouraging cashless transactions, boosting the take-up of digital payment services. This is driving innovations in security and the customer experience. In terms of operations, this means higher transaction volumes for the operators.
2. Growth of Mobile Health Services
   The use of telemedicine services has increased during the pandemic. Companies such as Singtel have teamed up with medical institutions to offer mobile health solutions. This trend is reshaping the delivery of health care and making it more accessible. Future developments may include the integration of artificial intelligence into the mobile platform to provide health monitoring. The operational impact will be to provide new revenue streams for the telcos.
3. Expansion of OTT Services
   In 2022, OTT (over-the-top) services will have become the standard, with a 30% increase in subscribers. And players like InMobi are developing their advertising potential on these platforms. This trend is changing consumers’ habits in favour of on-demand content. The future could see a repackaging of services between the operators and the content suppliers. This would have an operational impact in terms of data usage and revenue sharing.
4. Enhanced Customer Engagement through AI
   The use of artificial intelligence-based customer engagement tools is on the rise, with a 40 percent increase in the use of these tools by telecommunications companies. Artificial intelligence-based tools like those from Comviva help to create a personalised marketing strategy. This trend is resulting in higher customer satisfaction and retention. Future developments in this field may include the use of more sophisticated chatbots and predictive analytics. The operational impact of this trend is reduced call centre costs and better service delivery.
5. Rise of 5G-Enabled Services
   With 5G technology, new MVAS services are now being offered, and a 20 per cent increase in service take-up has been reported. With higher speeds and lower latencies, the telecommunications operators are launching new services. Industry is changing, with gaming and augmented reality now in the ascendant. The Internet of Things is gaining ground, and the development of the telecommunications market is continuing. There is a need to renew the network and develop new service models.
6. Focus on Data Privacy and Security
   The question of the security of personal data is the main reason why the demand for a secure MVAS is growing. Trust is the main reason why companies like Onmobile are enhancing their security procedures. This trend is reshaping the way services are marketed and provided. Eventually, it will have the effect of imposing stricter regulations and higher compliance costs. The operational impact is an increased investment in security measures.
7. Integration of IoT in MVAS
   The integration of the Internet of Things into MVAS is growing, with a reported increase of 25 percent in the number of connected devices. IoT data is increasingly being used to develop new services. This trend is creating new opportunities for smart home and industry applications. Future developments may involve even more seamless solutions. The operational implications include the need for greater network capabilities and the diversification of services.
8. Personalization of Services
   PERSONALIZED MEDIA AND COMMUNICATIONS ARE NOW A MUST, with 80% of consumers preferring tailored experiences. Companies like Stonehenge Telecom are using data analytics to personalize services. This trend is increasing customer loyalty and engagement. Future implications include more sophisticated personalization algorithms. In terms of operations, this trend requires robust data management systems.
9. Sustainability in Mobile Services
   Sustainability has come into its own, with 55% of consumers preferring services that are eco-friendly. Green is now a key word in the telecommunications industry’s MVAS offering. This trend has had a profound effect on the strategy of social responsibility. In the future, it could well lead to more sustainable technological solutions. In terms of operations, it could result in savings and a better reputation.
10. Emergence of Subscription-Based Models
    Subscription-based MVAS models are gaining popularity, with a 35% increase in subscribers. CallUp and other companies are bundling their services to add value to subscribers. The trend is changing the way operators make money. The future might see a more flexible approach to determining the price of services. The effects on the business side include predictable revenue streams and higher customer retention.

Conclusion: Navigating the MVAS Competitive Landscape

The Mobile Value-Added Services (MVAS) market in 2022 is expected to be a highly fragmented one, with both established and new entrants fighting for dominance. The service trends will also differ across regions, with developed countries focusing on high-end AI-driven services, while emerging countries will be more concerned with the accessibility and affordability of MVAS. Strategic positioning of capabilities, such as automation, flexibility, and adaptability, will be critical in order to meet the diverse demands of consumers. Those who can successfully integrate AI and automation into their offerings will have a strong head start. As consumers become more aware of the importance of sustainability, they will place greater value on those operators who embrace it. These are the capabilities that operators should focus on in order to effectively navigate the complexities of the MVAS market.