The worldwide mobile market has enjoyed continued significant growth in the past few years. Worldwide, the overall industry is anticipated to continue its growth phase in the near future.
As the penetration of mobile services rose year-on-year and markets became more saturated, Mobile Network Operators (MNOs) started to leverage other modes of communication beyond voice (such as SMS, MMS and Mobile E-mail), in order to stabilise their Average Revenue Per User (ARPU) and strengthen their overall value proposition. In addition, another stream of revenue was simultaneously explored that included mobile infotainment and entertainment services, such as news updates, games
and music, which became known as Value Added Services (VAS).
Being one of the most dynamic industries, the wireless sector has never been short of innovation. Even as the overall market was riding on the success of new products –including messaging and VAS, leading operators started offering other data services and payment services. This move was supported by mobile handset vendors who launched advanced devices with greater computing power and better operating systems (OS). As the industry has matured and voice services have become commoditised,
MNOs worldwide switched focus ever more on to mobile data services, mobile app downloads and mobile payment services.