The Mobile Value-Added Services (MVAS) Market is being driven by Rapid increase in smartphone penetration
The Mobile Value-Added Services (MVAS) Market is expected to grow at a CAGR of 19.8% during 2024 and 2029. During this period, the market is also expected to show a growth of USD 1290.7 billion. The Mobile Value-Added Services (MVAS) market is witnessing significant growth in the adoption of Augmented Reality (AR) technology in location-based games. AR games offer an immersive experience by overlaying virtual content onto real-world surroundings and objects, accessible via smartphones and wearables like smart glasses. The popularity of AR games is escalating due to their platform flexibility, as they do not necessitate expensive dedicated equipment, unlike Virtual Reality (VR) games. Notable examples of popular AR location-based games include Pokemon Go, Ingress, Zombies, Run!, Harry Potter: Wizards Unite, Knightfall AR, Orna RPG, Dragon Quest Walk, and Jurassic World Alive, which continue to thrive in 2025.
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The market is segmented based on
According to Technavio, There are several factors that are causing the market to flourish during the forecast period, which are as follows:
However, the market also witnesses some limitations, which are as follows:
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Market Scope |
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Report Coverage |
Details |
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Page number |
240 |
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Base year |
2024 |
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Historic period |
2019-2023 |
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Forecast period |
2025-2029 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 19.8% |
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Market growth 2025-2029 |
USD 1290.7 billion |
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Market structure |
fragmentation |
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YoY growth 2024-2025(%) |
16.3 |
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Key countries |
US, China, Japan, India, South Korea, Australia, Germany, Canada, UK, and France |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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The Mobile Value-Added Services (MVAS) market encompasses various applications and services that enhance the functionality of mobile devices. These include SMS marketing, MMS messaging, mobile push notifications, mobile wallets for money transfer and micropayments, mobile gaming platforms, music and video streaming, news aggregators, e-commerce platforms, travel booking, food delivery, ride-hailing, social networking, instant messaging, virtual assistants, device management, network optimization, data compression, data offloading, roaming, security software, anti-virus, firewall, location tracking, geofencing, user research, testing, customer service, feedback mechanisms, user segmentation, targeted advertising, growth hacking, innovation labs, and startup ecosystem.
The Mobile Value-Added Services (MVAS) market is a significant segment of the larger global IT services industry. This market encompasses businesses specializing in mobile advertising, mobile payments, mobile banking, mobile commerce, mobile entertainment, mobile gaming, mobile content, and mobile applications. These services are delivered via mobile networks and add value to basic voice and text messaging services. The MVAS market contributes substantially to the overall revenue of the global IT services sector, which includes IT consulting and system integration, application services, electronic data processing, business process outsourcing, infrastructure services, and Internet services. The Internet services and infrastructure market, in turn, comprises companies providing essential services and infrastructure for the Internet industry, such as data centers, cloud networking and storage infrastructure, hosting services, IT security services, and cloud computing services. The market size is determined by the combined revenue generated by these companies offering various Internet services and infrastructure services.. Industries are leveraging the products belonging to the market for customer engagement, transactional notifications, and promotional offers.
Technavio Research
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