Over the next five years, the market for mobile value-added services (VAS) is expected to double from $330 billion to $655 billion (source: Research and Markets). For mobile service providers—both traditional network operators and virtual operators—VAS remains an important source of subscriber revenue, particularly in view of new services that can be created by combining and augmenting existing services, such as visual voicemail and video-enriched messaging. To effectively monetize these services, however, mobile service providers need be able to deploy new services quickly into the market and scale them efficiently. 

In the past, building a VAS ecosystem often meant engaging with different vendors: one for voicemail, another for messaging, etc. These vendor solutions were typically deployed on proprietary, hardware-based systems that were costly to scale and complex to integrate. In recent years, solutions providers such as Jinny Software have begun to offer integrated, end-to-end VAS solutions that eliminate much of the cost and complexity from managing value-added services. These all-in-one solutions not only provide a complete, robust VAS portfolio—voicemail, SMS/MMS/USSD messaging, call completion features (e.g., ringback), mobile advertising—but also allow mobile service providers to easily orchestrate these services to create new subscriber services.

Faced with growing demand for mobile services, service providers are now looking at virtualizing their VAS environment to better handle scalability and dynamic capacity requirements. Here again, Jinny Software is leading the way with their VAS in One (ViO) solution. The current ViO platform can be deployed on-premise using virtual machines, in a private cloud environment or a hosted service in the public cloud. This deployment flexibility allows mobile service providers to quickly scale up/down VAS services at a granular level based on user demand. For example, with ViO in a virtual environment, it’s possible to dynamically allocate resources—memory, processing power, bandwidth—to specific VAS applications based on real-time needs. And you can scale up existing services or even add new services without disrupting your existing VAS applications.

By consolidating the VAS ecosystem around a single vendor and leveraging virtual technologies, service providers can reduce the capex and opex costs for their VAS environment by as much as 85%. As a result, mobile service providers can compete more effectively in the market, particularly mobile virtual network operators (MVNOs) that need to offer voicemail, messaging and call completion features to stay competitive with the big network operators. Another area where ViO can increase VAS revenue is through participation in more markets. ViO uses Dialogic signaling systems to provide interoperability with a broad range of wireless networks including 2G, 3G (CDMA, GSM), 4G/LTE, WiMAX and more—currently, the Jinny platform serves over one billion subscribers worldwide.

Given the current trends in mobility and the potential for even more mobile traffic as Voice over Wi-Fi gains traction in the industry, VAS has the potential to grow vast and fast. Virtualization is clearly the future of VAS—a future that Jinny’s ViO and Dialogic are delivering today.