Mobile Value-added Service (VAS) applications represent a key aspect to the ongoing success of mobile network operators and everyone in the mobile communications value chain.  With core services, such as bear voice and data communications becoming commodity offerings, wireless service providers are dependent on VAS applications to drive additional revenue and improved margins.

This research represents analysis of the mobile VAS markets, and applications. In addition, the report evaluates market opportunities for mobile VAS, markets, mobile commerce applications.  It includes market opportunities and forecasting to 2016 for mobile VAS applications including worldwide mobile games markets and the potential revenues.  Our research also identifies key issues and concerns such as security and privacy in mobile VAS and mobile commerce in particular.  We evaluate global market dynamics through analysis of specific regions and countries.  

Audience:

• Mobile device manufacturers
• Application stores/aggregators
• Mobile network operators and their partners
• Mobile VAS application development companies
• Mobile infrastructure and support service providers

TABLE OF CONTENTS
 
Abstract           9

Mobile Value Added Services (VAS)       11

Prepaid Services      11

Mobile Prepaid Services     13

CAMEL          14

Trident Telecom and Prepaid Services    15

Other MVNO (Mobile Virtual Network Operators)           16

TCP/IP on a Mobile Network          20

Mobile IP: Routing Packets to Mobile Nodes      20

TCP    22

The Mobile Internet: Early Vendors          23

Transatel       24

OSA-Parlay   25

Messaging Services            28

Introduction   28

Mailbox          30

Advertising via e-mail Publicity     31

InXmail          32

Phonotics      34

Viruses and Spam   34

Contentsmartz and e-mail Publicity         35

Short Message Service and its Applications      36

B2C Aspect of SMS36

82Ask38

Automatic Alerting Services           39

Premium-rate SMS Scam   39

Goldenbytes40

RAC   40

Cell Broadcast Service (CBS)       40

Celltick           41

(MMS) Multimedia Messaging Service    41

NowSMS       43

Mozat44

Anny Way MMS       44

Cycos AG      46

Open Interface for Unified Messaging     46

Redknee        46

Kabira Technologies           47

Oksijen Teknoloji     47

Digital Content         47

Introduction   47

Content Delivery      48

Premium Content    49

Charging via Premium Content    50

Online Billing Service Providers   50

WAP (Wireless Applicant Protocol)          51

WAP Architecture    53

WAP Protocol Stacks          54

WAP Legacy Protocol Stack          54

Wireless Transaction Protocol (WTP)      55

WAP Protocol Stack with Built in IP         56

The Wireless Application Environment   57

The WAP Microbrowser      57

The Wireless Telephony Applications Interface            58

WAP Usability          58

Third Party Payment Provider        60

Marketing Business Models in WAP        60

Efficiency Models    61

Advertising Models  61

Flat fees:        62

Traffic-Based Fees:62

Performance-Based Fees:62

Revenue-Sharing Business Models        63

Content Aggregators           64

Mobile Network Operators  64

Open-Source WAP Gateway         66

WAP Security           67

WAP Security (WIM module)         67

Payment Providers and Third-Party Organization         69

Mobile Manufacturers         69

Wireless Application Service Providers (WASPs)         70

Location Information Vendors       71

I-Mode Portal            73

Mobile Banking Service     76

Webraska's Smart Zone Platform77

Proliferation of Mobile Devices     78

GPRS and EDGE    80

UMTS80

Fourth-Generation Technologies80

Bluetooth       80

Patterns of Global Diffusion of M-Commerce Technology      81

The Evolution of Wireless, and Mobile Network            83

Overview       83

Convergence of Mobile Telecommunication Networks and Internet83

Advantages of Wireless Networks to mobile VAS         84

Popularity      84

Mobility          84

Ease of Deployment            85

Push Content           85

Push Proxy Gateway Providers    87

Streaming Content  87

Encoding and Coding into a Packet Stream      89

Vendors of Streaming Solutions   91

Pay-Per Stream Scheme    91

OSA-Parlay Mediation Interface   93

Mobile VAS Challenges     94

Mobile Devices Limitations            94

Absence of Killer Application(s)    97

User Distrust97

Strategy Changes    97

Investment Risk       97

Network Obstacles   98

Incompatible Networks       98

Bandwidth Access   98

Security Concerns   98

Infrastructure Problems      98

Competing Web Languages          98

Seamless Integration          99

Legal Concerns       99

Middleware Issues   99

Develop Content Delivery and a Format for Mobile Commerce          99

Improve Mobile Access to Databases      99

Explore Agent Technologies         100

The Development of Mobile VAS100

VAS Platform            101

The Evolution of Mobile VAS        102

Cellular Networks    103

Mobile Networks      104

Wireless Networks   104

Conclusion   104

Presence       105

Immediate Communications          107

On-Demand Communications      108

Triggered Communications           108

Periodic Communications  108

Location Based Service      109

Introduction   109

LBS in General        110

Techniques   110

Cell ID-Based Location      111

Terminal-Based Location Techniques     112

Global Positioning System (GPS)113

GPS Disadvantages            114

Location Architecture and Interfaces       115

Protocols Based on Plain-Text XML         115

Roaming Location Protocol (RLP)            116

Difference between MLP and RLP          118

Adding Location Value       118

Applications and Content  119

Gaming          121

How to Implement a Location Based Game        123

LBS Regulations     125

M-commerce125

Convergence of Mobile Telecommunication Networks and Internet127

Features of Mobile Commerce      128

Ubiquity         129

Reachability  130

Localization  130

Personalization        130

Dissemination          130

Conclusion   131

Information Exchange Technology          132

HTML132

XML    132

WML   133

SMS   133

Location Identification Technology          133

M-Commerce Value Chain            133

The Main Participants in Mobile Commerce       134

Mobile Commerce Payment Methods, and its Security            135

Payment Methods    136

Requirements of Mobile Commerce Security     137

Basics of Security    137

Mobile Security        139

Network Infrastructure and Security         139

WLAN Standards     140

WAP Security           143

Payment Methods in M-Commerce          144

Content Download  145

Point of Sale145

Content on Device  145

Mobile Payment Methods   145

"In-Band" Payment Method            147

Proximity        147

Common Issues of Mobile Payment        147

Payment Lifecycle   148

Conclusion   148

Mobile Markets and the Future of Mobile Value Added Services       149

Introduction   149

Strengths       149

Weaknesses150

Opportunities            151

Threats           151

Conclusion   152

Telecommunication Markets World Wide            152

Introduction   152

African Mobile Telecommunications Market       153

Overview       153

Market Overview in Africa  153

Companies Strategies        157

Vimplecom, and Wind Emerging  161

Conclusion   161

The European Mobile Telecommunications Market      162

Overview       162

Mobile License Distribution           162

The European Market Analysis     169

The Analysis of the Major Operators in Europe (T-Mobile, Orange and Vodafone)            174

Conclusion   177

The Latin American Mobile Market           178

Introduction   178

The Market in the Past        179

The Market in 2004  180

The Market in 2005  182

The Market in 2006  183

The Market in 2007 to 2010           185

Conclusion   187

The Mobile Gaming Industry Potential Markets 2011-2016     189

Introduction   189

The World Wide Market Analysis 2011-2016      190

Smartphones in Context    191

Smartphones vs. Portable Game Players            192

Mobile Games          193

Mobile Games in Asia & Oceana  194

Mobile Games Market in Australia 2011-2016    194

Mobile Games in China 2011-2016         195

Mobile Games Market in HONG KONG 2011-2016       196

Mobile Games Market in Japan 2011-2016        197

Mobile Games Market in New Zealand 2011-2016       198

The Mobile Games Market in Europe 2011-2016          199