A value-added service (VAS) is popular as a telecommunications industry term for non-core services, or in short, all services

beyond standard voice calls and fax transmissions. However, it can be used in any service industry, for services available at little or no cost, to promote their primary business. In the telecommunication industry, on a conceptual level, value-added services add value to the standard service offering, spurring the subscriber to use their phone more and allowing the operator to drive up their ARPU. For mobile phones, while technologies like SMS, MMS and GPRS are usually considered value-added services, a distinction may also be made between standard (peer-to-peer) content and premium-charged content. These are called mobile value-added services (MVAS) which are often simply referred as VAS. Value-added services are supplied either in-house by the mobile network operator themselves or by a third-party value-added service provider (VASP), also known as a content provider (CP) such as All Headline News or Reuters. VASPs typically connect to the operator using protocols like Short message peer-to-peer protocol (SMPP), connecting either directly to the short message service centre (SMSC) or, increasingly, to a messaging gateway that gives the operator better control of the content.

All VAS share the same characteristics: 1. Not a form of basic service but rather adds value total service offering 2. Stands alone in terms of profitability and/or stimulates incremental demand for core service(s) 3. Can sometimes stand alone operationally 4. Does not cannibalize basic service unless clearly favorable 5. Can be an add-on to basic service, and as such, may be sold at a premium price 6. May provide operational and/or administrative synergy between or among other services – not merely for diversification Every VAS will demonstrate one or more of the above characteristics. Furthermore, a value-added service will never stand in stark contrast to any of the above characteristics. VAS also have a certain time dimension associated with them. Subjectively speaking, a value-added service today becomes a basic service when it becomes sufficiently common place and widely deployed to no longer provide substantive differentiation on a relative basis.

Relationship to other Services
There are two types of VAS. The first service type are those value-added services that stand alone from an operational perspective. These types of services need not be coupled with other services, but they can be. Many non-voice services fall into this category. They are often provided as an optional service along with voice services, but

this value-added service could be offered as either a premium service (at a premium price) or be bundled with other the core service offering. and under what circumstances they may be reached by calling parties.they could be offered and used by themselves without the voice service. For example. Many call management services allow the subscriber to establish when. we will a few of these services below. . This provides value to the core service . location sensitive billing (LSB) adds value to the core service by location enabling the core service. "work zone". Location Sensitive Billing This is another example of a service that can not stand-alone. Instead. Push-to-Talk Push-to-Talk (PTT) is a VAS because it:    Drives additional revenue to the wireless carrier. value-added service interactions occur when the subscriber receives a call. For example. a "home zone". it adds value to a core service by allowing the subscriber to manage incoming and/or outgoing calls. For discussion purposes. this category adds value to existing services. Instead. While it seems implicit in the definition of value-added. Location sensitive billing can be used in conjunction with post-paid. and/or VPN based mobile communications services to establish zones for which differentiated billing treatment may be applied. For example. prepaid.by way of increased control and flexibility. and "premium price zone" could be established to allow an operator to offer differentiated service to its customers. where. but doe not cannibalize existing revenues Provides differentiated service offerings May be packaged with various other VAS such as MIM to provide even greater value Call Management Services This type of service can not stand alone as a service. are those services that do not stand-alone. Value-added Services Examples There are many services that could be considered "value-added". SMS could be offered and used as a service without voice calling. Depending on the specific commercial situation. The second. Instead. The benefit of bundling would be to provide a differentiated core service and/or to increase the use of the core service.voice communications . and arguably more numerous and important type of VAS. this is an important principle that makes value-added services stand apart from other services.

For example. call management services and LSB also depict characteristic number six. Call management services add value in terms of providing the user options depending on location. Taken together. Mobile data services are considered value-added because they depict many of the characteristics discussed earlier. Mobile Data Services This is an example of a value-added service that does stand-alone. All of these activities are more meaningful if they are tailored to the individual. customer behavior and studies indicate a net benefit derived from overall increased usage and revenues. While the issue of potential cannibalization of existing service arises. The wireless carrier benefits from incremental revenues derived from additional usage and from premium charge zones where there is already high demand and perhaps overly taxed system capacity. and perhaps receive only urgent calls when traveling or on vacation. However.This is viewed as a value-added service to both the customer and the mobile operator. LSB provides the additional synergistic benefit of location based billing when the user is in those various locations.     Does not cannibalize existing services Can be offered at a premium price Provides differentiation Can provide synergy with basic service Largely due to the current state of mobile communications evolution. operational synergy. the user may want to receive certain calls at the home zone. Mobile data services are utilized to obtain information. many non-voice services will have even greater value through personalization. and to perform transactions. many non-voice services can be considered to be value-added. Location based services add value by way of putting the data into a location context for the user. For example. Personal profiles further enhance the value through Personalization. content. The customer benefits from LSB through his ability to use the mobile phone at preferred rates based on location. Two of the most significant ways to personalize wireless services are through location enabling them and making them personal profile driven. but not at work. . the extent to which additional value-added services can be layered on top of mobile data services will determine the limit of their value.