Authored By: Sarah
11 Jul 2024

 Mobile Value-Added Services (Mvas) Market to grow by USD 1008.1 billion between 2024-2028

According to a research report “ Mobile Value-Added Services (Mvas) Market” by Product (Mobile advertising, Mobile games, Mobile music and video streaming, Mobile money and m-commerce, Mobile publications) End-user (Large enterprises, Small and medium enterprises) Geography (APAC, North America, Europe, South America, Middle East and Africa)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 1008.1 billion at a CAGR of almost 18.33% during the forecast period. In the dynamic business landscape of 2023, the mobile value-added services (MVAS) market has experienced significant growth. With approximately 54% of global active mobile connections being smartphone users, the demand for on-demand content and services has surged. This trend is driven by consumers' increasing disposable income, portability needs, and the availability of affordable smartphone options. As a result, the MVAS market presents lucrative opportunities for businesses catering to gaming, web browsing, e-commerce, and social media interaction requirements..

Browse market data tables, figures, and in-depth TOC on “Mobile Value-Added Services (Mvas) Market” by Product (Mobile advertising, Mobile games, Mobile music and video streaming, Mobile money and m-commerce, Mobile publications) End-user (Large enterprises, Small and medium enterprises) Geography (APAC, North America, Europe, South America, Middle East and Africa) Global Forecast to 2028.

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By Product, the Mobile advertising segment is projected to dominate the market size in 2024.

In the business landscape of 2023, large enterprises represent the most significant revenue generators within the Mobile Value-Added Services (MVAS) market. This segment's dominance is attributed to the heavy reliance of industries such as banking and healthcare on mobile VAS for operational efficiency. The global trend towards smartphone adoption further bolsters the adoption of mobile VAS for cost-effective advertising strategies.

By End-user, Large enterprises  segment is expected to hold the largest market size for the year 2024.

In the Mobile Value-Added Services (MVAS) market, revenue is generated through various mobile advertising segments, including SMS, MMS, and push messages, click-to-download and click-to-call ads, in-app advertising, and image text and banner ads. With the increasing consumer preference for smartphones, major vendors like Alphabet and Apple provide optimized mobile advertising platforms. Advertisers leverage consumer data such as browsing history, geographic location, and shopping habits to deliver customized ads. Vodafone Group Plc, a notable player in the MVAS industry, offers an array of services, including mobile apps, content, and entertainment, enhancing the mobile user experience.

APAC is forecasted to hold the largest market size by region in 2024.

The Mobile Value-Added Services (MVAS) market refers to the provision of non-core telecommunications services, such as games, news, weather, and entertainment, directly to mobile phone users. Businesses leverage MVAS to enhance customer engagement, generate revenue, and differentiate themselves from competitors. These services are delivered via Short Message Service (SMS), Multimedia Messaging Service (MMS), Unstructured Supplementary Service Data (USSD), and other mobile communication channels.

The Mobile Value-Added Services (Mvas) Market t growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • Alphabet Inc.
  • America Movil SAB de CV
  • Apple Inc.
  • AT and T Inc.
  • Call Up
  • Cisco Systems Inc.
  • Comviva Technologies Ltd.
  • Huawei Technologies Co., Ltd.
  • Infosys Ltd.
  • InMobi Pte. Ltd.
  • International Business Machines Corp.
  • Monty Mobile
  • MyRepublic Ltd
  • OnMobile Global Ltd.
  • Reliance Industries Ltd.
  • Samsung Electronics Co. Ltd.
  • Singapore Telecommunications Ltd.
  • Telcovas Solutions and Services Pvt Ltd
  • Telefonaktiebolaget LM Ericsson
  • Vodafone Group Plc

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Research Analysis Overview

The Mobile Value-Added Services (MVAS) market encompasses a range of applications and services that enhance the functionality of mobile phones. These services include Mobile Coupons, Mobile Ticketing, Mobile Banking, Email and IM, Mobile Advertising, Mobile Commerce, Mobile Wallets, Mobile Music, Mobile Games, and Mobile Infotainment. The implementation of these services can be complex, requiring collaboration between handset manufacturers, network operators, and technology providers in the telecom sector. MVAS offerings such as Mobile Advertising, Mobile Commerce, and Mobile Money have gained significant traction in recent years. Location-based services and Social Media integration are also key features of many MVAS. However, privacy concerns remain a significant challenge for the industry. InMobi, Comverse, OnMobile, and other players are at the forefront of innovation in the MVAS market. The market's growth is also driven by the increasing usage of smartphones and the proliferation of the Mobile Internet and Mobile Applications. ARPU (Average Revenue Per User) is a crucial metric for measuring the success of MVAS offerings.

Market Research Overview

In the dynamic and evolving landscape of telecommunications, Mobile Value-Added Services (MVAS) have emerged as a significant growth driver. MVAS encompasses a wide range of offerings, including mobile money transfer, mobile coupons, mobile ticketing, mobile banking, email and IM, mobile advertising, mobile commerce, mobile wallets, mobile music, mobile games, and more. These services cater to both consumers and enterprises, with MVA services provided by various players, including service providers, telecom operators, and consulting firms. Key market participants include InMobi, Comverse, and OnMobile. The verticals of mobile infotainment, mobile advertising, and mobile commerce have seen complex implementations, driven by technology advancements and the proliferation of smartphones. Consumer authentication and secure connections are crucial considerations in this market, with government efforts and privacy concerns shaping the regulatory landscape. The mobile internet and mobile applications have revolutionized the way we communicate, transact, and consume content. Handset manufacturers and network operators play a pivotal role in this sector, with ARPU (Average Revenue Per User) being a key performance indicator. Location-based services and mobile email are other essential components of the MVAS market. Overall, digitalization and the increasing use of mobile phones have fueled the growth of this market, with mobile music, mobile games, and mobile infotainment being brand-new commodities in the digital age.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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