【レポートの概要（一部）】
1.0 EXECUTIVE SUMMARY 7
2.0 INTRODUCTION 9
2.1 THE NEED FOR VALUE ADDED SERVICES 13
3.0 PREPAID SERVICES 18
3.1.1 MOBILE PREPAID SERVICES 20
3.1.2 CAMEL 21
3.1.3 TRIDENT TELECOM AND PREPAID SERVICES 22
3.1.4 OTHER MVNO (MOBILE VIRTUAL NETWORK OPERATORS) 22
3.1.5 PREPAID SERVICE FOR THE LTE 26
3.1.6 IP MULTIMEDIA SYSTEM (IMS) 26
3.1.7 MULTIMEDIA SESSIONS 27
3.1.8 MOBILE IP 28
3.1.9 IPV6 30
3.2 MOBILE APPLICATION STORE AND ITS POTENTIAL REVENUES FOR MOBILE OPERATORS 34
3.2.1 CONCLUSION 41
4.0 MESSAGING SERVICES 43
4.1 INTRODUCTION 43
4.1.1 MAILBOX 44
4.1.2 ADVERTISING VIA E-MAIL PUBLICITY 45
4.1.3 INXMAIL 47
4.1.4 PHONOTICS 48
4.1.5 VIRUSES AND SPAM 48
4.1.6 CONTENTSMARTZ AND E-MAIL PUBLICITY 49
4.1.7 SHORT MESSAGE SERVICE AND ITS APPLICATIONS 50
4.1.8 B2C ASPECT OF SMS 50
4.1.9 82ASK 52
4.1.10 AUTOMATIC ALERTING SERVICES 53
4.1.11 PREMIUM-RATE SMS SCAM 53
4.1.12 GOLDENBYTES 54
4.1.13 RAC 54
4.1.14 CELL BROADCAST SERVICE (CBS) 54
4.1.15 CELLTICK 55
4.1.16 (MMS) MULTIMEDIA MESSAGING SERVICE 55
4.1.17 NOWSMS 57
4.1.18 MOZAT 58
4.1.19 ANNY WAY MMS 58
4.1.20 UNIFIED MESSAGING 58
4.1.21 CYCOS AG 60
4.1.22 OPEN INTERFACE FOR UNIFIED MESSAGING 60
4.1.23 REDKNEE 61
4.1.24 KABIRA TECHNOLOGIES 61
4.1.25 OKSIJEN TEKNOLOJI 61
5.0 DIGITAL CONTENT 62
5.1.1 INTRODUCTION 62
5.1.2 CONTENT DELIVERY 62
5.1.3 CHARGING VIA PREMIUM CONTENT 64
5.1.4 ONLINE BILLING SERVICE PROVIDERS 65
6.0 LOCATION INFORMATION SERVICES 66
6.1 LOCATION BASED SERVICE 68
6.2 MOBILE LOCATION COMMERCE ECOSYSTEM AND APPLICATIONS 69
6.2.1 LOCATION BASED SERVICE GAMING 74
6.2.2 LBS REGULATIONS 75
6.3 HOW LOCATION COMMERCE EXACTLY WORKS 76
6.3.1 LOCATION SYSTEMS 78
6.3.2 MAP SYSTEM 81
6.3.3 CONCLUSION 82
6.4 THE FUTURE OF THE LBS 83
6.4.1 LTE BENEFITS FOR THE LBS 83
6.4.2 CONCLUSION 90
7.0 MOBILE TV AS A VALUE ADDED SERVICE 91
7.1.1 MOBILE TV ECOSYSTEM 91
7.1.2 THE OPERATORS ROLE 93
7.1.3 HANDSET MANUFACTURERS ROLE 94
7.1.4 SOFTWARE VENDORS ROLE 98
7.1.5 CHARGING IN MOBILE TV 98
7.1.6 SPECTRUM 100
7.1.7 CONCLUSION 101
8.0 PRIVACY AND SECURITY OF M-BANKING AND HOW TO INCREASE PROFITS THROUGH NFC PAYMENTS AND NFC MARKETING 102
8.1.1 NFC USAGE AND APPLICATIONS 103
8.1.2 NFC ANALYSIS (WHERE IS THE PROFIT?) 109
8.1.3 SECURITY OF THE NFC AND ITS PAYMENT SYSTEMS 110
8.1.4 ATTACKS ON NFC SECURITY 117
8.1.5 USING NFC AS SECURE KEY STORAGE 118
9.0 MOBILE ADVERTISING 120
9.1.1 MOBILE MESSAGING VENDORS GROW UP 126
9.1.2 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 127
9.2 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 130
9.2.1 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 132
9.2.2 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020 133
9.2.3 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY 133
9.2.4 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY 136
9.2.5 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS 136
9.2.6 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES 137
9.3 MOBILE MARKETING VENDORS MAKE THEIR MARK 139
9.3.1 SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS 139
9.3.2 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE 140
9.3.3 GLOBAL MARKET SPENDING TO REACH $54B BY 2020 144
9.3.4 RECOMMENDATIONS FOR THE MOBILE MARKETER DURING AN ECONOMIC DOWNTURN 152
9.3.5 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS 153
10.0 MOBILE COMMERCE AS A VALUE ADDED SERVICES 156
10.1.1 FACTORS TO AFFECT THE M-COMMERCE INDUSTRY 163
10.1.2 THE FUTURE OF M-COMMERCE 164
10.1.3 M-COMMERCE FUTURE TRENDS 167
10.1.4 M-COMMERCE CHALLENGES 168
10.1.5 CONCLUSION 171
11.0 MOBILE COMMERCE AND ITS PROFIT FOR OPERATORS 174
11.1.1 FACTORS TO AFFECT THE M-COMMERCE INDUSTRY 181
11.1.2 THE FUTURE OF M-COMMERCE 182
11.1.3 M-COMMERCE FUTURE TRENDS 185
11.1.4 M-COMMERCE CHALLENGES 186
11.1.5 CONCLUSION 189
12.0 MOBILE PAYMENT AND ITS POTENTIALS FOR OPERATORS TO MAKE PROFIT 192
12.1.1 MOBILE PAYMENT SYSTEMS 192
12.1.2 CURRENT M-PAYMENT MARKET 194
12.1.1 MONEY TRANSFERS 196
12.1.2 M-BANKING ECO-SYSTEM 197
12.1.3 MOBILE WALLETS 199
12.1.4 COMPARISON BETWEEN CURRENT WALLET SYSTEMS 211
12.1.5 ADVANTAGES OF THE M-PAYMENTS SYSTEMS 212
12.1.6 NFC PAYMENT VS CLOUD-BASED PAYMENTS 214
12.1.7 PAYPAL CLOUD BASED MOBILE PAYMENT 215
12.1.8 MIND COMMERCE EXPECTATIONS FOR THE FUTURE OF THE MOBILE PAYMENT (NFC OR CLOUD-BASED PAYMENTS?) 216
12.1.9 USING AMAZON CLOUD SERVICE WITH MOBILE PAYMENTS 217
12.1.10 DEPLOYING THE CLOUD SERVICE WITH MOBILE PAYMENT 219
12.1.11 CLOUD FORMATION 223
13.0 MOBILE NETWORK MANAGEMENT AND HOW TO INCREASE PROFIT 228
13.1.1 NETWORK MANAGEMENT FUNCTIONALITY 231
13.1.2 MOBILE NETWORK MANAGEMENT METHODS 233
13.1.3 SIMPLE NETWORK MANAGEMENT PROTOCOL (SNMP) 234
13.1.4 OTHER NETWORK MANAGEMENT PROTOCOLS 234
13.1.5 MANAGING INTERNET PROTOCOL FOR MOBILES 235
13.1.6 CASE STUDY: HOW TO MANAGE NETWORKS TO INCREASE PROFITS 236
13.1.7 CORE DIAMETER NETWORKS MANAGEMENT 238
13.1.8 SUBSCRIBER DATA MANAGEMENT 239
13.1.9 POLICY MANAGEMENT 239
14.0 NEXT GENERATION VALUE ADDED SERVICES 243
14.1 E-GOVERNMENT 243
14.1.1 MOBILE APPLICATIONS FOR THE GOVERNMENT 244
14.1.2 THE FUTURE OF E-GOVERNMENT CONCEPT 246
14.1.3 E-GOVERNMENT TO MOBILE GOVERNMENT (GOVERNMENT ON GO CONCEPT) 246
14.1.4 THE RETURN ON THE INVESTMENT OF THE MOBILE GOVERNMENT 247
14.1.5 THE USE OF TELECOMMUNICATION IN PUBLIC SERVICE APPLICATIONS 248
14.1.6 CASE STUDY: HOW TELECOMMUNICATION CAN SAVE COSTS FOR THE GOVERNMENTS AND MAKE PROFITS 249
14.1.7 THE EFFECT ON THE ECONOMY AND THE ROI 251
14.1.8 CELL BROADCAST SERVICE (CBS) 251
14.1.9 CELLTICK 252
14.1.10 (MMS) MULTIMEDIA MESSAGING SERVICE 252
14.1.11 MOZAT 255
14.1.12 ANNY WAY MMS 255
14.1.13 UNIFIED MESSAGING 255
14.1.14 CYCOS AG 257
14.2 AUGMENTED REALITY 259
14.2.1 INTRODUCTION 259
14.2.2 AR 3D APPLICATIONS 262
14.2.3 TRACKING USER’S POSITION 263
14.2.4 QR CODES 265
14.2.5 MOBILE SYSTEMS IN AR 266
14.2.6 COLLABORATIVE APPLICATIONS 270
14.2.7 AUGMENTED REALITY CHALLENGES 271
14.2.8 AR APPLICATIONS 273
14.2.9 AR IN TOURISM 275
14.2.10 AR AND FACE RECOGNITION 275
14.2.11 CASE STUDY: HOW MOBILE CAN BENEFIT FROM AUGMENTED REALITY 276
14.3 WEB 2.0 AND SOCIAL SOFTWARE 276
14.3.1 LOCATION-BASED SERVICE IN AR 277
14.3.2 CONCLUSION 277
15.0 MOBILE VALUE ADDED SERVICES IN THE GROWTH MARKET 278
15.1 NEXT GENERATION DEVICES (TABLETS OR SMARTPHONES..?) 282
15.1.1 PC TABLETS ANALYSIS 282
15.1.2 IPAD FROM APPLE 283
15.1.3 MOTOROLA XOOM 284
15.1.4 GALAXY TAB 285
15.1.5 LG G-SLATE 286
15.1.6 FUTURE OF THE TABLETS 287
15.1.7 CONCLUSION ON TABLETS 287
15.2 GOOGLE GLASSES 289
16.0 MOBILE GAMES WORLDWIDE 2011-2016 291
16.1 SMARTPHONES IN CONTEXT 291
16.2 SMARTPHONES VS. PORTABLE GAME PLAYERS 292
16.3 MOBILE GAMES 292
16.4 MOBILE GAMES IN ASIA & OCEANA 293
16.5 MOBILE GAMES MARKET IN AUSTRALIA 2011-2016 294
16.6 MOBILE GAMES IN CHINA 2011-2016 294
16.7 MOBILE GAMES MARKET IN HONG KONG 2011-2016 295
16.8 MOBILE GAMES MARKET IN JAPAN 2011-2016 296
16.9 MOBILE GAMES MARKET IN NEW ZEALAND 2011-2016 296
16.10 THE MOBILE GAMES MARKET IN EUROPE 2011-2016 297
17.0 WORLDWIDE HANDSETS DEVELOPMENTS AND ITS EFFECT ON THE MVAS INDUSTRY 300
【レポート販売概要】
■ タイトル：モバイルVAS市場、アプリケーション、機会（Mobile VAS Markets, Applications, and Opportunities – 2nd Edition）■ 発行日：2012年5月17日
■ 調査会社：Mind Commerce
■ 商品コード：MCM312240088
■ 調査対象地域：グローバル
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