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行動附加價值服務 (MVAS) 的亞太地區市場:對MNO來說的企業用MVAS提供的促進、阻礙因素

Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs

出版商 GlobalData 商品編碼 339059
出版日期 內容資訊 英文 42 Pages
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行動附加價值服務 (MVAS) 的亞太地區市場:對MNO來說的企業用MVAS提供的促進、阻礙因素 Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs
出版日期: 2015年08月31日 內容資訊: 英文 42 Pages



亞太地區許多企業,為了提高行動工作人員 (攜帶行動設備的員工) 的生產率,也考慮引進行動附加價值服務 (MVAS)。與全世界的大企業相比,各國國內的行動通訊業者 (MNO)在技術、市場競爭面不利,不過,仍留下充分市場機會的開拓空間。

本報告提供亞太地區各國中企業用的行動附加價值服務 (以下MVAS) 市場相關分析、MVAS概要和引進情形、主要市場促進、阻礙因素、具體的案例等相關調查。


  • 企業用MVAS定義和服務供應商
  • 企業用MVAS的價值鏈和行動通訊業者 (MNO) 所扮演的角色
  • 企業用IoT (物聯網) 及M2M (機器間通訊) 服務
  • 企業用行動應用程式、服務


  • 企業投資計劃調查的結果
  • 亞太地區的企業用MVAS服務


  • 技術推動因素
  • 服務提供的阻礙因素


  • Telstra (澳洲)
  • SingTel (新加坡)
  • Indosat (印尼)




Product Code: TC0043IR


The mobile value-added services for the enterprises in the Asia-Pacific are at an inflection point, whereby more than three-fourths of the enterprise respondents plan to increase their MVAS expenditure. The global ISPs like IBM and HP etc have strong presence in the region, against whom the local MNOs have to compete for the deal from enterprises. The MVAS services are being offered both as a stand-alone as well as bundled offering. The increasing adoption of BYOD and smartphones, planned LTE deployments and MVAS innovation, will further have a positive impact for the adoption of enterprise MVAS in the region.

Key Findings

This Insider report finds that mobile value-added services in Asia-Pacific are at an inflection point, where a combination of technology adoption and demand forces will help enterprise MVAS take off. The increasing penetration of LTE and smartphones, the adoption of MVAS platforms and the emergence of FMC networks are the pivotal factors that will drive the growth of MVAS services among enterprises in Asia over the next several years.

Enterprises in the region are making MVAS a top priority in order to empower their mobile workforces with collaboration and productivity tools that are available anywhere at any time. In a proprietary survey, 76% of enterprise respondents interviewed in Asia-Pacific expect their spending on MVAS to increase in the near future, which points to greater opportunities for MNOs and technology vendors in the region.

MNOs in Asia-Pacific face strong competition from large ITSPs. The survey shows that enterprises in the region often look to large ITSPs such as IBM and HP to manage their MVAS.

Despite the competitive threat, MNOs in the region will invest in MVAS platforms and collaborative partnerships with these large IT players. Because of their ability to integrate mobile connectivity services and MVAS and to simplify commercialization, provisioning, billing and support of services, MNOs can play a central role.

When it comes to large multinationals outsourcing deals, the local MNOs are confronted with strong competition from companies such as PCCW Global, Vodafone, and Orange Business Services that position themselves as full ITSPs. However, there is a significant market opportunity with SMBs and large local enterprises.


'Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs,' report by Pyramid Research, offers a thorough study of the enterprise MVAS value chain and the role of MNOs. It examines the various services offered by operators as part of their enterprise MVAS portfolios, and includes findings from a survey conducted by Current Analysis, a sister company of Pyramid Research, into trends in enterprise MVAS adoption and investment.

The Insider provides in-depth analysis of the following:

  • Introduction: This section contains an MVAS taxonomy and a look at enterprise MVAS services, the enterprise MVAS value chain and the role of MNOs, in the context of IoT, M2M and enterprise mobile application services.
  • Market context: This section examines enterprise MVAS adoption trends in the Asia-Pacific region, investment plans and future spending plans.
  • Market drivers and inhibitors: This section analyzes the factors affecting the evolution and adoption of enterprise MVAS, from LTE and smartphone adoption to security threats.
  • Case studies: The report examines three leading mobile operators in the region in more detail: Telstra, SingTel and Indosat. These studies focus on the enterprise MVAS offerings of the MNOs, their sales and promotional strategies and recent moves by the telcos in the enterprise MVAS space.
  • Key findings and recommendations: This section includes conclusions drawn from a survey conducted by Pyramid Research's sister company Current Analysis of enterprise MVAS adoption and investment trends, along with recommendations for MNOs and technology vendors.

Reasons To Buy

'Mobile Value-Added Services in Asia-Pacific: Forces Driving and Inhibiting Enterprise MVAS for MNOs,' report provides insight into the enterprise MVAS services being offered by mobile operators and technology vendors in the Asia-Pacific region, to enable the telcos succeed in the existing market.

The report contains insights on the MVAS adoption and the spending plans of MNOs in APAC region, based on findings of global enterprise survey, to facilitate the decision making process.

Helps executives build proactive, profitable growth strategies by offering comprehensive and relevant analysis of the APAC region's enterprise cloud services opportunity, competitive environment and best practices of the telcos and equipment vendors.

Contains information for enterprise cloud services within the SaaS, IaaS and CaaS service categories across the region as well as within specific markets, to enable the telcos align their product portfolio.

Gain and understanding of the competitive landscape and successful strategies, which can be beneficial to the local players or prospective market entrants.

Highlights the enterprise MVAS offerings of three leading MNOs in the region and the strategies through three case studies, to enable telcos align their product portfolio and business offering.

Table of Contents

Introduction: MVAS taxonomy and service offerings

  • Enterprise MVAS definition and service providers
  • Enterprise MVAS value chain and the role of MNOs
  • Enterprise Internet of Things (IoT) and machine-to-machine (M2M) services
  • Enterprise mobile application services

Market context: Enterprise MVAS adoption trends in Asia-Pacific

  • Enterprise investment plans survey results
  • Enterprise MVAS offering in Asia-Pacific

Market drivers and inhibitors

  • Technology drivers
  • Service delivery inhibitors

Market detail: Case studies

  • Telstra in Australia
  • SingTel in Singapore
  • Indosat in Indonesia

Key findings and recommendations

Appendix: Acronyms and definitions

List of Figures

  • Exhibit 1: Leading enterprise MVAS technology vendors and ITSPs
  • Exhibit 2: The role of the mobile operator in the value chain of enterprise mobile services
  • Exhibit 3: Enterprise IoT/M2M service categories
  • Exhibit 4: Mobile application service categories
  • Exhibit 5: Mobile professional services and managed service categories
  • Exhibit 6: Breakdown of survey respondents by region
  • Exhibit 7: Asia-Pacific survey respondents by country
  • Exhibit 8: Asia-Pacific survey respondents by emerging and developed markets
  • Exhibit 9: Current and planned usage of MVAS among enterprise clients in Asia-Pacific
  • Exhibit 10: Expected change in MVAS spending over the next 12 months, Asia-Pacific
  • Exhibit 11: MVAS management strategies of enterprises, Asia-Pacific
  • Exhibit 12: External management partners of enterprise MVAS by type, Asia-Pacific
  • Exhibit 13: Departments involved in the decision-making process for MVAS, Asia-Pacific
  • Exhibit 14: Security requirements enterprises place on employee-owned devices, Asia-Pacific
  • Exhibit 15: MVAS portfolios of selected MNOs in Asia-Pacific
  • Exhibit 16: Factors affecting the development of enterprise MVAS, Asia-Pacific
  • Exhibit 17: Forecast of LTE percentage of total mobile subscriptions, Asia-Pacific, 2014-2020
  • Exhibit 18: Forecast of smartphone percentage of total handset sell-through, Asia-Pacific, 2014-2020
  • Exhibit 19: MVAS offerings by selected Asia-Pacific MNOs, 2015
  • Exhibit 20: Comparative strengths of MVAS platforms*
  • Exhibit 21: IBM's differentiated marketing approach for CIOs, IT managers and developers
  • Exhibit 22: Telstra application partner program
  • Exhibit 23: Enterprise mobile application threats
  • Exhibit 24: Telstra Australia MVAS profile, 2015
  • Exhibit 25: Telstra Australia MVAS approach, 2015
  • Exhibit 26: Telstra Australia MVAS milestones and performance, 2012-2015
  • Exhibit 27: SingTel Singapore MVAS profile, 2015
  • Exhibit 28: SingTel Singapore MVAS approach, 2015
  • Exhibit 29: SingTel Singapore MVAS milestones and performance, 2012-2015
  • Exhibit 30: Indosat MVAS profile, 2015
  • Exhibit 31: Indosat MVAS approach, 2015
  • Exhibit 32: Indosat MVAS milestones and performance, 2012-2015
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