Global Mobile Value Added Services (MVAS) Market Size study & Forecast, by Solution (SMS, MMS, Mobile Money, Mobile Infotainment, and Others) by End User (SMBs and Enterprises) by Vertical (BFSI, Government, and Others) and Regional Forecasts 2025-2035

The Global Mobile Value Added Services (MVAS) Market is valued approximately at USD 1134.13 billion in 2024 and is anticipated to grow with a CAGR of more than 14.70% over the forecast period 2025-2035. Mobile value-added services represent a dynamic layer of offerings that extend beyond the core voice and data functions of telecommunications, enabling telecom operators and service providers to differentiate themselves in competitive landscapes. These services, spanning SMS, MMS, mobile banking, entertainment, and infotainment solutions, have become instrumental in driving customer engagement, unlocking new revenue streams, and shaping the evolution of digital ecosystems. The proliferation of smartphones, widespread mobile internet adoption, and the surging demand for personalized and content-driven services are collectively propelling the expansion of MVAS globally.

The acceleration of digital transformation across industries has led to exponential adoption of MVAS as enterprises and governments increasingly integrate mobile solutions into financial inclusion programs, citizen engagement platforms, and enterprise workflows. For instance, the adoption of mobile payment and digital wallet solutions has surged in emerging markets, with millions of users now relying on mobile money as their primary financial channel. In parallel, advancements in 5G connectivity, AI-powered personalization, and content-streaming platforms are opening lucrative opportunities for operators and vendors. However, challenges such as data privacy concerns, regulatory uncertainties, and the risks of cyber threats remain barriers that stakeholders must address to unlock MVAS’s full potential.

The detailed segments and sub-segments included in the report are:

By Solution:
• SMS
• MMS
• Mobile Money
• Mobile Infotainment
• Others

By End User:
• SMBs
• Enterprises

By Vertical:
• BFSI
• Government
• Others

By Region:

North America
• U.S.
• Canada

Europe
• UK
• Germany
• France
• Spain
• Italy
• Rest of Europe

Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• Rest of Asia Pacific

Latin America
• Brazil
• Mexico

Middle East & Africa
• UAE
• Saudi Arabia
• South Africa
• Rest of Middle East & Africa

Enterprises are Expected to Dominate the Market

Enterprises are anticipated to capture the lion’s share of the global MVAS market, as organizations across verticals leverage mobile solutions to enhance productivity, customer engagement, and service delivery. From BFSI institutions using mobile money to streamline financial access, to government agencies employing mobile platforms for citizen-centric services, enterprises are at the forefront of integrating MVAS into their core strategies. The growing adoption of enterprise mobility solutions, combined with the rising penetration of cloud-based collaboration and communication tools, underscores why enterprises will continue to lead the demand curve throughout the forecast horizon.

Mobile Money Solutions Lead in Revenue Contribution

When assessed by solution, mobile money services stand out as the highest revenue contributor to the MVAS market. The surge in digital wallet adoption, peer-to-peer transfers, and mobile-enabled financial services in both developed and emerging economies has placed mobile money at the center of the global digital economy. Meanwhile, infotainment solutions such as gaming, video streaming, and interactive content are rapidly scaling as consumer preferences shift toward mobile-first entertainment. Although SMS and MMS remain relevant in marketing and transactional messaging, mobile money commands the largest revenue share, reflecting its critical role in enabling financial inclusion and cashless ecosystems worldwide.

The key regions considered for the Global Mobile Value Added Services (MVAS) Market study include North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa. North America leads the market in 2025, buoyed by its advanced telecom infrastructure, early adoption of mobile applications, and dominance of OTT service providers. Europe follows, supported by strong regulatory frameworks that encourage digital payments and innovations in mobile applications. However, Asia Pacific is projected to register the fastest growth during the forecast period, driven by the booming telecom subscriber base, the proliferation of low-cost smartphones, and government initiatives fostering digital inclusion in countries like India and China. Latin America and the Middle East & Africa are also emerging as key growth regions, particularly with the widespread adoption of mobile money services and expanding 4G/5G networks.

Major market players included in this report are:
• Vodafone Group Plc
• Bharti Airtel Limited
• China Mobile Limited
• AT&T Inc.
• Orange S.A.
• Telefonica S.A.
• Telenor Group
• Reliance Jio Infocomm Limited
• MTN Group Limited
• ZTE Corporation
• Huawei Technologies Co., Ltd.
• America Movil, S.A.B. de C.V.
• SK Telecom Co., Ltd.
• Deutsche Telekom AG
• Verizon Communications Inc.

Global Mobile Value Added Services (MVAS) Market Report Scope:
• Historical Data – 2023, 2024
• Base Year for Estimation – 2024
• Forecast period - 2025-2035
• Report Coverage - Revenue forecast, Company Ranking, Competitive Landscape, Growth factors, and Trends
• Regional Scope - North America; Europe; Asia Pacific; Latin America; Middle East & Africa

The objective of the study is to define market sizes of different segments & countries in recent years and to forecast the values for the coming years. The report is designed to incorporate both qualitative and quantitative aspects of the industry within the countries involved in the study. The report also provides detailed information about crucial aspects, such as driving factors and challenges, which will define the future growth of the market. Additionally, it incorporates potential opportunities in micro-markets for stakeholders to invest, along with a detailed analysis of the competitive landscape and product offerings of key players. The detailed segments and sub-segments of the market are explained below:

Key Takeaways:
• Market Estimates & Forecast for 10 years from 2025 to 2035.
• Annualized revenues and regional-level analysis for each market segment.
• Detailed analysis of the geographical landscape with country-level analysis of major regions.
• Competitive landscape with information on major players in the market.
• Analysis of key business strategies and recommendations on future market approach.
• Analysis of the competitive structure of the market.
• Demand side and supply side analysis of the market.

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