Amdocs has released its research results as part of an APAC VAS trends survey conducted on 120 telecom executives belonging to major mobile operators across
the APAC region, in association with market research firm Coleman Parkes.
ABI Research also shows that ARPUs have dipped, thanks to the use of multiple SIM cards. Q4 2010 saw total mobile service revenue grow to $1.4 billion, an increase quarter-on-quarter of 2.2 percent. However, ARPU for the same period dropped 2.1 percent. Low voice tariffs and highly-competitive markets with several operators offering similar rates is also contributing to market saturation.
The survey found that 62 percent of the respondents believe that VAS is important to their company, with India and Australia leading the pack with 70 percent respondents convinced of the importance of VAS, while for Thailand and Vietnam, half the respondents were convinced. Furthermore, respondents also believe that VAS will contribute significantly to their total revenues, with India showing the greatest belief in this with a 29 percent response rate.
Search, web portals, and social networking are among the most important content drivers in the APAC region, and almost all operators
here are actively pursuing mobile advertising – with Indonesia being the
highest at 91 percent, followed by India at 50 percent – with their customers
being equally willing to view ad content on the mobile. Personalisation of
content is also important.
By TelecomLead.com Team
