【レポートの概要（一部）】
1.0 EXECUTIVE SUMMARY 12
2.0 INTRODUCTION 14
2.1 WHAT IS MOBILE NETWORK VAS? 14
2.2 MARGINALIZATION OF BEARER SERVICES AND GROWING DEPENDENCY ON VAS 14
2.2.1 THE DEGREE OF DEPENDENCY OF VAS TO OTHER SERVICES 15
2.2.2 PREVAILING VARIANCES OF CONTENT PREFERENCES 15
2.3 SUBSCRIPTION VS. ON-DEMAND MOBILE NETWORK VAS 15
2.4 P2P VS. A2P MOBILE NETWORK VAS 16
3.0 MOBILE NETWORK VAS FRAMEWORK BY TYPES 17
3.1 CONTENT 17
3.1.1 CONTENT DELIVERY 18
3.1.2 CHARGING PREMIUM CONTENT 19
3.1.3 ONLINE BILLING SERVICES 20
3.2 COMMERCE 20
3.3 COMMUNICATION 22
3.3.1 CORE SERVICES 22
3.3.2 VALUE-ADDED SERVICES 23
3.4 APPLICATIONS 23
4.0 MOBILE NETWORK VAS GROWTH DRIVER ANALYSIS 24
4.1 NEW VS. UNPROVEN APPLICATIONS 24
4.2 MARKET DRIVER: TARGETED OFFERINGS AND PREMIUM SERVICES 25
4.3 INTERNET PROTOCOL AND WEB-BASED APPLICATIONS 25
4.4 NEXT GENERATION NETWORKS A DRIVER FOR MOBILE NETWORK VAS 26
4.5 GROWTH PROSPECTS FOR MOBILE NETWORK VAS 26
5.0 MOBILE NETWORK VAS MARKET CHALLENGE ANALYSIS 27
5.1 IMPACTS 27
5.1.1 IMPACT ON EXISTING APPLICATIONS AND SERVICES 28
5.1.2 IMPACT ON OPERATIONS 29
5.1.3 IMPACT ON PARTNERS 29
5.2 STRATEGIES 32
5.2.1 NETWORK OPERATOR STRATEGIES AGAINST OTT 32
5.2.2 NETWORK OPERATOR STRATEGIES FOR API’S 33
5.2.3 STRATEGIES FOR THIRD PARTY CONTENT AND COMMERCE 34
6.0 MOBILE NETWORK VAS ECOSYSTEM ANALYSIS 35
6.1 SUPPLY CHAIN 35
6.1.1 ALCATEL LUCENT 35
6.1.2 COMVERSE 35
6.1.3 ERICSSON 36
6.1.4 NOKIA-SIEMENS NETWORKS 36
6.1.5 SYNIVERSE 36
6.1.6 TRANSACTION NETWORK SERVICES 36
6.2 MOBILE NETWORK VAS PARTNERS 36
6.3 MOBILE NETWORK VAS COMPETITORS 36
6.3.1 APPLE 36
6.3.2 FACEBOOK 38
6.3.3 GOOGLE 39
6.4 MAJOR MOBILE NETWORK OPERATORS 41
6.4.1 AT&T 41
6.4.2 SPRINT NEXTEL 41
6.4.3 VERIZON 41
6.5 MOBILE NETWORK OPERATOR STRATEGIES 41
6.6 MOBILE NETWORK OPERATOR API VALUE CHAIN 42
6.7 MOBILE NETWORK PARTNERSHIPS 43
6.7.1 PUT STRATEGIC FOCUS ON SERVICE MASH-UP TREND 44
6.7.2 SOLID NGN SERVICE TRANSFORMATION PLAN IS FIRST 45
7.0 MOBILE NETWORK VAS APPLICATION IN INDUSTRY VERTICAL 2015 – 2020 47
7.1 VAS TRANSFORMATION AND MARKET OPPORTUNITIES 47
7.1.1 GLOBAL MOBILE NETWORK VAS MARKET PROJECTION 2015 – 2020 47
7.2 NATIVE MOBILE APPLICATIONS 48
7.2.1 GLOBAL MOBILE APP MARKET PROJECTION AS NETWORK VAS 2015 – 2020 49
7.3 AUGMENTED REALITY (AR) 49
7.3.1 AR COMMERCE APPLICATION 51
7.3.2 AR APPLICATION AREAS 51
7.3.3 AR DEPLOYMENT STAGES 52
7.3.4 AR 3D APPLICATIONS 53
7.3.5 AR FOR TRACKING USER POSITION 54
7.3.6 QR CODES 55
7.3.7 MOBILE SYSTEMS IN AR 56
7.3.8 COLLABORATIVE APPLICATIONS 59
7.3.9 AUGMENTED REALITY CHALLENGES 60
7.3.10 AR APPLICATIONS 62
7.3.11 AR IN TOURISM 64
7.3.12 AR AND FACE RECOGNITION 65
7.3.13 CASE STUDY: HOW MOBILE CAN BENEFIT FROM AUGMENTED REALITY 65
7.3.14 GLOBAL AR APPLICATION MARKET PROJECTION 2015 – 2020 65
7.4 VIRTUAL REALITY (VR) 67
7.4.1 VIRTUAL REALITY IN INDUSTRY VERTICAL 68
7.4.2 LATEST VR DEVELOPMENTS 68
7.4.3 GLOBAL VR APPS MARKET PROJECTION 2015 – 2020 69
7.5 PUBLIC SAFETY AND MOBILE BROADBAND 70
7.5.1 MARKET PROJECTION 2015 – 2020 70
7.6 OPERATOR CARRIER EXCHANGE (OCX) 72
7.6.1 MARKET PROJECTION 2015 – 2020 73
7.7 MOBILE CLOUD SERVICES AND SOLUTION 73
7.7.1 MARKET PROJECTION 2015 – 2020 74
7.8 MOBILE PAYMENT 78
7.8.1 MOBILE COMMERCE 78
7.8.2 MOBILE MONEY 89
7.8.3 MOBILE BANKING 120
7.8.4 MOBILE CHECKOUT 124
7.8.5 MOBILE SHOPPING 124
7.8.6 STORED VALUE AND THIRD-PARTY PAYS 132
7.8.7 MOBILE EDUCATION 134
7.8.8 GLOBAL PAYMENTS MARKET PROJECTION 2015 – 2020 138
7.9 MOBILE MARKETING AND ADVERTISING 139
7.9.1 PULL VS. PUSH MARKETING 140
7.9.2 PERMISSION-BASED MARKETING 140
7.9.3 BANNER AND LINK ADVERTISING 140
7.9.4 MOBILE COUPONING 141
7.9.5 MOBILE SEARCH 141
7.9.6 LOCAL SEARCH 141
7.9.7 SOCIAL SEARCH 142
7.9.8 DIRECT RESPONSE MOBILE MARKETING 143
7.9.9 MOBILE BARCODES 145
7.9.10 MOBILE ADVERTISING/MARKETING LANDSCAPE 147
7.9.11 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 148
7.9.12 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 151
7.9.13 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 151
7.9.14 MOBILE MARKETING VENDORS 152
7.9.15 ADVERTISING NETWORKS 153
7.9.16 MARKET PROJECTION 2015 – 2020 156
7.10 MACHINE TO MACHINE (M2M) 156
7.10.1 M2M VALUE PROPOSITION 157
7.10.2 M2M APPLICATIONS 158
7.10.3 MOBILE NETWORK OPERATOR (MNO) STRATEGIC INITIATIVE ANALYSIS 161
7.10.4 MARKET PROJECTION 2015 – 2020 165
7.11 MOBILE GAMING 166
7.11.1 SOCIAL LOCATION GAMING 166
7.11.2 MARKET PROJECTION 2015 – 2020 167
7.12 MOBILE SOCIAL NETWORKING AND MESSAGING 168
7.12.1 MESSAGING 168
7.12.2 SOCIAL NETWORKING 169
7.12.3 COMMUNICATIONS CONTROL 175
7.12.4 LOCATION-BASED SERVICE APPLICATIONS 177
7.12.5 MARKET PROJECTION 2015 – 2020 190
7.13 THE INTERNET OF THINGS (IOT) 191
7.13.1 CONVERGENCE OF M2M, IOT, SOCIAL, AND BIG DATA = HUGE OPPORTUNITY 192
7.13.2 CONNECTED DEVICE 194
7.13.3 MARKET PROJECTION 2015 – 2020 195
7.14 MOBILE BIG DATA 196
7.14.1 MARKET PROJECTION 2015 – 2020 198
7.15 SUBSCRIBER DATA MANAGEMENT (SDM) 198
7.15.1 MARKET PROJECTION 2015 – 2020 200
7.16 TELECOM API AND MANAGEMENT 200
7.16.1 TELECOM API CATEGORIES 201
7.16.2 SDM AND API’S 202
7.16.3 MARKET PROJECTION 2015 – 2020 204
7.17 CONNECTED WEARABLE 204
7.17.1 RECENT DEVELOPMENTS IN WEARABLE COMPUTING DEVISES MARKET SPACE 204
7.17.2 WEARABLE WIRELESS APPLICATIONS 208
7.17.3 MARKET PROJECTION 2015 – 2020 209
7.18 MOBILE HEALTHCARE 209
7.18.1 MARKET PROJECTION 2015 – 2020 210
7.19 MOBILE AGRICULTURE MARKET PROJECTION 211
7.20 MOBILE AND SOCIAL TV 212
7.20.1 MOBILE AND SOCIAL TV ECOSYSTEM 212
7.20.2 THE OPERATORS ROLE 214
7.20.3 HANDSET MANUFACTURERS ROLE 215
7.20.4 SOFTWARE VENDORS ROLE 219
7.20.5 BUSINESS MODEL IN MOBILE TV 219
7.20.6 SPECTRUM ISSUE 221
7.20.7 INTEGRATED HOME ENTERTAINMENT: INTERNET, TV, GAMING 222
7.20.8 STREAMING VIDEO 223
7.20.9 MARKET PROJECTION 2015 – 2020 226
7.21 MOBILE MUSIC MARKET PROJECTION 2015 – 2020 227
7.22 OTHER VAS APPLICATION OPPORTUNITIES 227
7.22.1 USER GENERATED CONTENT 227
7.22.2 PUSH TO “X” CONTENT, COMMERCE, COMMUNICATIONS, AND APPLICATIONS 228
7.22.3 MOBILE GOVERNMENT 229
7.22.4 VOICE OVER LTE (VOLTE) 243
7.22.5 VIDEO SERVICE 246
7.22.6 RICH COMMUNICATIONS SERVICES (RCS) 253
7.22.7 LTE DIRECT 257
8.0 MOBILE NETWORK VAS BUSINESS CASE AND ROI ASSESSMENT 263
8.1 CHARGING MODEL FOR MOBILE NETWORK VAS 263
8.1.1 SUBSCRIPTION CHARGING 263
8.1.2 PER-USE SERVICES CHARGING 263
8.1.3 ON-DEMAND SERVICE CHARGING 264
8.1.4 MOBILE CLOUD VIDEO CHARGING 264
8.2 ROI CENTRIC BUSINESS MODEL: AGRI VAS CASE 266
8.2.1 THE DIRECT REVENUE MODEL 268
8.2.2 DIRECT REVENUE: BUSINESS-TO-BUSINESS (B2B) 269
8.2.3 SELLING DATA 270
8.2.4 DIRECT REVENUE HYBRID 270
8.2.5 INDIRECT BENEFITS MODEL 271
8.2.6 SUBSIDISED MODEL 271
8.3 UNIFIED COMMUNICATIONS 271
8.3.1 SYNIVERSE CASE: “NEXT” PLATFORM AND APPLICATIONS 271
8.4 RICH COMMUNICATIONS SERVICE (RCS) 272
8.5 TELECOM API’S 273
8.5.1 API MANAGEMENT OPTIONS 273
8.5.2 STRATEGIES 273
8.6 SDM AND BIG DATA CASE 274
8.6.1 BIG DATA AND MOBILE COMMERCE/MARKETING 274
8.6.2 COMMERCIAL SUCCESS WITH BIG DATA ANALYTICS 275
8.6.3 BIG DATA IN NEAR FIELD COMMUNICATION 275
8.7 CLOUD-BASED SERVICES ROI 277
8.8 WEARABLE PROSPECT WITH AR AND VR 279
8.9 MOBILE VIDEO 282
8.10 VIDEO ADVERTISING 283
8.11 LOCATION SERVICES AND BROKERING 284
8.12 SERVICES BLENDING 285
9.0 CONCLUSIONS AND RECOMMENDATIONS 287
9.1 RECOMMENDATION FOR MOBILE NETWORK OPERATORS 288
9.1.1 DEAL WITH REDUCED VALUE OF CORE SERVICES 288
9.1.2 FOCUS ON INDUSTRY VERTICALS 288
9.1.3 FOCUS ON SDM, API’S AND WORKING WITH THIRD PARTIES 291
9.2 RECOMMENDATIONS FOR THIRD-PARTIES WORKING WITH MOBILE NETWORK OPERATORS 293
9.2.1 APPROACHING THE MARKETING DEPARTMENT 294
9.2.2 APPROACHING THE TECHNOLOGICAL DEPARTMENT 294
9.2.3 THE HYBRID OPTION 294
9.2.4 THIRD-PARTY BUSINESS MODELS 294
9.2.5 DEPLOYMENT OPTIONS 295
9.3 RECOMMENDATION WHILE WORKING WITH MANAGED SERVICE PROVIDERS 296
9.3.1 TECHNICAL AND BUSINESS OPERATIONS 297
9.3.2 DRIVERS FOR MANAGED SERVICES 297
9.3.3 AGREEMENTS 298
9.3.4 PRICING MODELS 300
9.4 RECOMMENDED FOCUS ON CLOUD SERVICE FOR ALL STAKEHOLDERS 301
9.4.1 CLOUD OPPORTUNITIES 302
9.4.2 MOBILE SERVICES IN THE CLOUD 302
9.4.3 THE ROLE OF INCUMBENT NETWORK OPERATORS 303
【レポート販売概要】
■ タイトル：MVAS（モバイル付加価値サービス）市場、アプリケーション及び機会■ 英文：Mobile Value-add Services (MVAS) Markets, Applications, and Opportunities, 5th Edition
■ 発行日：2015年6月
■ 調査会社：Mind Commerce
■ 商品コード：MINDC508005
■ 調査対象地域：グローバル
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