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Telco VAS have been under pressure to grow revenue because OTT services have gained popularity the world over. Ovum has identified key areas where telcos can grow their VAS revenue, including cloud storage, digital assistants, and the smart home.


  • Ovum has analyzed five telcos from around the world and found that they mostly no longer bundle VAS with voice or data services. In most cases, VAS are offered via daily, weekly, or monthly subscriptions, but in a few cases they are offered free as part of a promotion or bundled with another service.
  • The five telcos are Turkcell (Turkey), NTT DoCoMo (Japan), O2 (UK), Verizon Wireless (US), and BT (UK).
  • Digital content is becoming a key component of the telco VAS strategy. The provision of digital content is being pursued in multiple ways, such as through the acquisition of digital content assets or by partnering with content providers.

Features and Benefits

  • Assesses the impact on revenue growth and churn of five telcos' VAS.
  • Compares VAS pricing and marketing across the world.
  • Explains the meaning of "hero" VAS.

Key questions answered

  • How does Verizon market its VAS?
  • How good is BT at pricing its VAS?

Table of contents


  • Introduction
  • Download 1: Value-Added Services (VAS) Opportunities for Telcos

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