Mobile Value-added Services Ivr Market Analysis

Accompanying the fast development of Mobile Value-Added Service(MVAS) these years, Voice Value-Added Service (VVAS) is becoming animportant new lucrative business for mobile service carriers and ServiceProviders (SP), among which the interactive voice response (IVR) attractsmore attention. In the IVR mature market such as Japan and USA, VoiceValue-Added Service accounts for a fairly big market share which supportsthe further expanding of the mobile market. The typical market share ofVVAS is larger than that of data service in all GSM networks in the world.For example, the number of IVR accounts is more than that of ShortMessage Service (SMS) accounts in the Taiwan of China. It is obvious thatthe IVR has large market potentials in the mainland of China and it, in fact,will be a new profit source for mobile service carriers and providers.The paper focuses on the analysis of IVR present market, IVR users,IVR marketing model and the development of mobile service carriers andproviders. The analysis is based on the application of principles of themanagement, Maslow's demand level model, product life period theory,industrial value chain, SWOT method and takes into account related marketdata and reports. The paper describes the structure of MVAS' industry chainincludes CP (Content Provider),SP (Service Provider),MNO (MobileNetworks Operator),EP (Equipment Provider) and TP (Terminal Provider),and their revenue-sharing. The last conclusion shows that China Mobile isfaced with strengths, weaknesses, opportunities and threats;the suggestionfor future development of IVR is given through above analysis.