VAS providers could be key for carriers to take full advantage with Movius’ myIdentities solution, which leads the market to convert potential to actual revenue

Research published by Frost & Sullivan today, providing in-depth analysis of the evolving VAS industry, has estimated a Total Addressable Market for Identity as a Service solutions exceeding $20bn and reaching more than 1.1 billion subscribers worldwide.

The analysis suggests that VAS will give carriers a timely boost against a backdrop of squeezed revenues especially with the disconnect between exponential traffic increase and slower revenue growth becoming more exacerbated. Increased OTT competition, rapidly developing technologies and dynamic user habits are some of the major culprits, but an evolving VAS sector may have the answers.

Frost & Sullivan identified a host of new identity-based services which are shaking up the VAS market including for BYOD, temporary number and privacy, work/life balance, social communications and split billing. The research examines vendors providing Identity as a Service, and notes that Movius Interactive Corporation stands out with its myIdentities solution.

“Operators are increasingly faced with newer threats from OTT players that are nimbler and more agile, enabling them to identify a niche market and move to address it before carriers can even begin to reconfigure their networks to deliver the service in the traditional modus operandi,” says Ronald Gruia, Director for Emerging Telecoms at Frost & Sullivan. “Therefore, service providers need a partner that can provide innovative solutions that can deliver OTT services in an agile fashion.”

Through the use of Movius’ myIdentities, carriers can offer consumers multiple or split identities on one device, enabling end users to easily access and manage their personal and business data. This also provides security for businesses by keeping employees’ personal and public data separate, protecting company assets. Each identity also has separate voice, data and messaging, with the added benefit of split billing using both the data and TDM networks.

“The analysis and projections in today’s research support what we know already having a number of live real-world implementations out there. Carriers can give end users value-added services which match the needs of today’s modern consumer and at the same time boost revenues significantly. The projections suggest increased ARPU of between eight and 10 percent which when considering there is the potential for over a billion subscribers is very impressive,” added Jose Romero, VP of Product Strategy and Marketing at Movius.