Global Mobile Value Added Services Market - Industry Dynamics, Size, And Opportunity Forecast To 2030

The Mobile Value Added Services market is experiencing robust expansion, with market size projected to increase from 2024 to 2030, demonstrating a consistent year-over-year growth rate of 14.4%. Mobile Value Added Services Market Size, Share, Competitive Landscape and Trend Analysis Report, by Types (Short Message Service (SMS), Voice, Data and Value-Added Services (VAS)), , by Mobile Value-Added Services (MVAS) Product Outlook (Email and IM, Mobile Advertising, Mobile Commerce, Mobile Games, Mobile Music, Mobile Wallet), by Mobile Value-Added Services (MVAS) Store Outlook (Google Play, App Store (iOS), Others) , by Mobile Value-Added Services (MVAS) Verticals Outlook (BFSI, IT & Telecommunication, Media & Entertainment, Retail, Healthcare Government, others) And regions (North America(United States, Canada, Mexico), South America(Brazil, Argentina, Chile, Rest of South America), Europe(Germany, France, Italy, United Kingdom, Benelux, Nordics, Rest of Europe), Asia Pacific(China, Japan, India, South Korea, Australia, Southeast Asia, Rest of Asia-Pacific), MEA(Middle East, Africa)) : Industry Forecast and Opportunity Analysis for 2024 - 2030

The Mobile Value Added Services (MVAS) market represents a myriad of services provided by mobile network operators that go beyond the functionalities of the conventional voice-based service. These services were able to tap into the capabilities of phones and data networks, allowing users to gain extra features and benefits that enhanced their mobile experience. Traditionally, mobile services revolved around calling and sending text messages. The MVAS market has, however, moved way ahead of that in view of augmenting demands for data-driven features and functionalities.

Mobile Value Added Services Report Highlights

Report Metrics	Details
Forecast period	2019-2030
Base Year Of Estimation	2023
Growth Rate	CAGR of 14.4%
By Product Type	Short Message Service (SMS), Voice, Data and Value-Added Services (VAS)
Key Market Players	Singtel My Republic Limited PROTECH InMobi Pte. Ltd Vodafone Group PLC On Mobile  Limited CALLUP Kongzhong Corporation Stonehenge Telecom, Stream wide SA Symsoft, Comviva
By Region	North America(United States, Canada, Mexico) South America(Brazil, Argentina, Chile, Rest of South America) Europe(Germany, France, Italy, United Kingdom, Benelux, Nordics, Rest of Europe) Asia Pacific(China, Japan, India, South Korea, Australia, Southeast Asia, Rest of Asia-Pacific) MEA(Middle East, Africa)

Mobile Value Added Services Market Leading Players

The key players profiled in the report are Singtel, My Republic Limited, PROTECH, InMobi Pte. Ltd, Vodafone Group PLC, On Mobile  Limited, CALLUP, Kongzhong Corporation, Stonehenge Telecom,, Stream wide SA, Symsoft, Comviva

Mobile Value Added Services Market Segmentation analysis

The Global Mobile Value Added Services is segmented by Type, and Region.
By Type, the market is divided into Distributed Short Message Service (SMS), Voice, Data and Value-Added Services (VAS) . Geographically, the market is assessed across key Regions like North America(United States, Canada, Mexico), South America(Brazil, Argentina, Chile, Rest of South America), Europe(Germany, France, Italy, United Kingdom, Benelux, Nordics, Rest of Europe), Asia Pacific(China, Japan, India, South Korea, Australia, Southeast Asia, Rest of Asia-Pacific), MEA(Middle East, Africa) and others, each presenting distinct growth opportunities and challenges influenced by the regions.

Competitive Landscape

The mobile value-added services (MVAS) market is highly competitive and dynamic. The following are the key trends in this landscape: Sliding Focus from Traditional Services to Data-Driven Solutions: The arrival of both smartphones and mobile internet has shifted the focus from traditional services—particularly SMS and ringtones—to data-driven solution-based services. Competitive MNOs strive to present attractive packages and bundles that will appeal to the surging demands of users in terms of access to mobile internet and data-intensive applications. Evolving role of content providers: Firms offering music streaming, video streaming, and mobile gaming are becoming increasingly significant content providers. They partner with MNOs to either offer bundled subscriptions or exclusive content available through MVAS. This confluence of content with connectivity has become one of the most significant factors driving growth in the MVAS market.

Challenges In Mobile Value Added Services Market

A few key challenges face the MVAS market, which hampers its growth and user adoption: Competition from OTT Services: With the growing popularity of OTT services, such as WhatsApp, Skype, and Facebook Messenger, it is killing traditional messaging services offered as MVAS. They offer free or low-cost alternatives to messaging, voice calls, and video conferencing, usually with better functionality. Data Consumption and Network Infrastructure: MVAS are much dependent on mobile data usage for features such as mobile internet, streaming, and downloads. Data plans can, however, prove to be very expensive for a user, especially in places with restricted allowances or at high costs for data. Another limitation to the user experience of data-driven MVAS is the poor network infrastructure in some areas that causes slow connection speeds or generally unreliable service.

Risks & Prospects in Mobile Value Added Services Market

The Mobile Value Added Services (MVAS) market is driven by a confluence of factors that are creating a surge in demand for these services: Gross proliferation of smartphones and growth in mobile internet connectivity are the chief drivers. In particular, powerful processors, large screens, and advanced features make them ideal platforms for consuming a much larger range of MVAS. Evolving user needs and preferences: There is, at times, a certain feel in every user of a mobile phone to seek something new that can further enhance their mobile experience. MVAS meets this growing demand by providing features beyond simple communication. From mobile entertainment options to mobile commerce solutions with respect to hassle-free shopping and payments, MVAS provide a way for users to personalise their mobile experience and access a host of more functionalities on their devices.

Merger and acquisition

Recent examples of M&A activity in the MVAS market are as follows: • 2021: Comviva, one of the leading MVAS providers, was acquired by the Mahindra Group, an Indian conglomerate. The buy added to its present digital solution portfolio and eyed expansion. • 2020: Amdocs, a software services vendor for communications and media companies, announced its acquisition of Openwave, a company that produces next-generation mobile messaging and communication platforms. This acquisition will increase Amdocs' capabilities in the MVAS space. The buying and selling activity within the MVAS market cannot stop or slow down, with examples being few, as companies seek to position themselves with a changing technological landscape and expand their service offering in an effort to respond to the ever-increasing needs of mobile users.