The market for mobile value-added services (MVAS) is being propelled by factors such a rise in smartphone and tablet users, mobile Internet usage, growing use of mobile applications and mobile web, and an increase in return on marketing expenditure.
The number of vendors has increased rivalry among Internet service providers. Currently, individuals check a variety of programs on their cell phones, as well as the web, their emails, social media, and other things.
Mobile value-added services are extra services that telecom service providers provide to customers in addition to voice, SMS, and data services in order to enhance the user experience.
The cost of smartphones, tablets, and related products have significantly decreased, allowing mobile value-added service providers to expand their clientele by luring people in the upper and lower middle classes.
Therefore, it is anticipated that the increasing market revenue from smartphone users would support the development of international mobile value-added services. These elements are projected to fuel the market’s expansion for mobile value-added services.
The lack of guidelines and norms for the many market actors in MVAS may restrict users’ capacity to use mobile value-added services.
Given the rapid advancement of technology and the introduction of new technologies, value-added service customers’ data and information must be safeguarded. Lack of privacy is the main problem plaguing the market for mobile value-added services.
Besides, lack of government initiatives and inadequate user identification capabilities for services involving the sharing of sensitive data, such as payments, may also impede industry growth.