Research Expert: Sarah Overall
  • Published: Jul 2025
  • Pages: 150
  • SKU: IRTNTR44646

  • Latest News- Mobile Value-Added Services (MVAS) Market: Mobile advertising is expected to lead the Product segment during 2025-2029

    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. 

    Get more information on Mobile Value-Added Services (MVAS) Market by requesting a sample report

    Global Mobile Value-Added Services (MVAS) Market 2025-2029

    Which Factors Are Causing a Surge in Market Growth?

    The market is segmented based on

    • Product
      • Mobile advertising
      • Mobile games
      • Mobile music and video streaming
      • Mobile money and m-commerce
      • Mobile publications
    • End-user
      • BFSI
      • Media and entertainment
      • Healthcare
      • Education
      • Others
    • Sector
      • Large enterprises
      • Small and medium enterprises
    • Geography
      • APAC
        • Australia
        • China
        • India
        • Japan
        • South Korea
      • North America
        • US
        • Canada
      • Europe
        • France
        • Germany
        • UK
      • South America
        • Middle East and Africa

        According to Technavio, There are several factors that are causing the market to flourish during the forecast period, which are as follows: 

        • Rapid increase in smartphone penetration
        • Digitization of key industries
        • Rapid penetration of mobile broadband

        However, the market also witnesses some limitations, which are as follows:

        • Constraints in content monetization
        • Irrational revenue share across value chain
        • Stringent regulations to protect user privacy

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        Market Scope in Mobile Value-Added Services (MVAS) Market Research Report

        Market Scope

        Report Coverage

        Details

        Page number

        240

        Base year

        2024

        Historic period

        2019-2023

        Forecast period

        2025-2029

        Growth momentum & CAGR

        Accelerate at a CAGR of 19.8%

        Market growth 2025-2029

        USD 1290.7 billion

        Market structure

        fragmentation

        YoY growth 2024-2025(%)

        16.3

        Key countries

        US, China, Japan, India, South Korea, Australia, Germany, Canada, UK, and France

        Competitive landscape

        Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks

        Find out which segment is leading the market by accessing the free PDF report

        Research Analysis Overview

        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.

        Market Research Overview

        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.


        Contacts

        Technavio Research
        Jesse Maida
        Media & Marketing Executive
        US: +1 844 364 1100
        UK: +44 203 893 3200
        Email: media@technavio.com
        Website: www.technavio.com/

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