mobile value added services market report size, share, growth drivers, trends, opportunities & forecast 2025–2030
Description
Mobile Value Added Services Market Overview
The Mobile Value Added Services Market is valued at USD 1,090 billion, based on a five-year historical analysis. This growth is primarily driven by the rapid proliferation of smartphones, increasing mobile internet penetration, and the demand for personalized, on-the-go digital experiences through innovative applications and services. The market has seen a significant shift towards mobile payments, gaming, and streaming services, reflecting evolving consumer preferences and technological advancements. Key trends include the expansion of 5G connectivity, integration of AI for service personalization, and the rise of mobile health and wellness services .
Key players in this market include the United States, China, and India, which dominate due to their large populations, high smartphone penetration rates, and robust telecommunications infrastructure. Asia-Pacific leads global usage, accounting for over 40% of total mobile service activity, with India and China together contributing more than 2.5 billion active mobile subscriptions. The presence of major tech companies and a dynamic startup ecosystem in these regions further drives innovation and competition in mobile value-added services .
In 2023, the European Union implemented the Digital Markets Act (Regulation (EU) 2022/1925), issued by the European Parliament and Council. This regulation mandates that major tech companies designated as "gatekeepers" provide equal access to their platforms for all service providers, promoting transparency and preventing anti-competitive practices. The Act covers operational requirements such as interoperability, data sharing, and fair access, and is expected to enhance consumer choice and drive innovation in mobile value-added services .
Mobile Value Added Services Market Segmentation
By Type:
The market is segmented into various types of mobile value-added services, including SMS Services, MMS (Multimedia Messaging Service), Mobile Gaming, Mobile Advertising, Mobile Payments & Mobile Money, Mobile Music and Video Streaming, Location-Based Services, Mobile Email & Instant Messaging, Mobile Infotainment, and Others (e.g., Mobile Commerce, Mobile Wallets). Among these, Mobile Payments & Mobile Money is currently the leading sub-segment, driven by the widespread adoption of digital wallets, contactless payment solutions, and mobile banking, particularly in emerging markets. Entertainment-based value-added services—spanning gaming, music, and video—represent a significant share of total market activity, reflecting the growing demand for interactive and on-demand content .
By End-User:
The end-user segmentation includes Individual Consumers, Small and Medium Enterprises (SMEs), Large Enterprises, and Government Agencies. Individual Consumers dominate the market, driven by the increasing use of mobile devices for personal transactions, entertainment, and social interactions. The mobile-first approach among consumers has led to a surge in demand for diverse mobile value-added services, while enterprises and government agencies leverage these solutions for communication, engagement, and operational efficiency .
Mobile Value Added Services Market Competitive Landscape
The Mobile Value Added Services Market is characterized by a dynamic mix of regional and international players. Leading participants such as Vodafone Group Plc, AT&T Inc., T-Mobile US, Inc., Orange S.A., Telefónica S.A., China Mobile Ltd., Bharti Airtel Limited, Reliance Jio Infocomm Limited, MTN Group Limited, Deutsche Telekom AG, SK Telecom Co., Ltd., NTT Docomo, Inc., Telstra Corporation Limited, SoftBank Group Corp., Verizon Communications Inc., Singtel (Singapore Telecommunications Limited), América Móvil, S.A.B. de C.V., Turkcell ?leti?im Hizmetleri A.?., Etisalat Group (Emirates Telecommunications Group Company PJSC), KT Corporation contribute to innovation, geographic expansion, and service delivery in this space.
Vodafone Group Plc
1984
London, United Kingdom
AT&T Inc.
1983
Dallas, Texas, USA
T-Mobile US, Inc.
2001
Bellevue, Washington, USA
Orange S.A.
1994
Paris, France
Telefónica S.A.
1924
Madrid, Spain
Company
Establishment Year
Headquarters
Group Size (Large, Medium, or Small as per industry convention)
Customer Acquisition Cost (CAC)
Average Revenue Per User (ARPU)
Churn Rate
Customer Lifetime Value (CLV)
Market Penetration Rate
Mobile Value Added Services Market Industry Analysis
Growth Drivers
Increasing Smartphone Penetration:
As of future, global smartphone penetration is projected to reach 68%, with over 5.6 billion smartphone users worldwide. This surge in smartphone adoption is a significant driver for mobile value-added services (MVAS), as more users access diverse applications and services. The World Bank reports that mobile
oadband subscriptions have increased to over 90% in developed regions, further enhancing the demand for MVAS, particularly in entertainment, communication, and e-commerce sectors.
Rising Demand for Personalized Content:
The global demand for personalized content is expected to grow, with the content recommendation market projected to reach USD 2.5 billion in future. This trend is driven by consumers' desire for tailored experiences, leading to increased engagement with MVAS. According to industry reports, 70% of consumers prefer personalized content, which encourages service providers to innovate and enhance their offerings, thereby driving revenue growth in the MVAS sector.
Expansion of Mobile Internet Services:
The number of mobile internet users is anticipated to exceed 5.3 billion in future, driven by improved network infrastructure and affordable data plans. The International Telecommunication Union (ITU) indicates that mobile
oadband subscriptions have reached over 7.5 billion globally, facilitating access to MVAS. This expansion is crucial for service providers, as it opens new avenues for delivering services such as streaming, gaming, and mobile commerce, significantly boosting market growth.
Market Challenges
Intense Competition Among Service Providers:
The MVAS market is characterized by fierce competition, with over 1,500 service providers globally vying for market share. This saturation leads to price wars and reduced profit margins, making it challenging for companies to differentiate their offerings. According to industry analysis, nearly 60% of MVAS providers report declining revenues due to competitive pressures, necessitating innovation and strategic partnerships to maintain market position.
Data Privacy Concerns:
With the rise of data
eaches and privacy scandals, consumer trust in mobile services is waning. A report from the Privacy Rights Clearinghouse indicates that over 1,000 data
eaches were reported in future, affecting millions of users. This environment of heightened scrutiny forces MVAS providers to invest significantly in data protection measures, which can strain resources and impact service delivery, ultimately hindering market growth.
Mobile Value Added Services Market Future Outlook
The future of the mobile value-added services market appears promising, driven by technological advancements and evolving consumer preferences. The integration of artificial intelligence and machine learning is expected to enhance service personalization and efficiency. Additionally, the ongoing rollout of 5G technology will facilitate faster and more reliable mobile services, enabling innovative applications. As emerging markets continue to adopt mobile technologies, the MVAS sector is poised for significant growth, presenting opportunities for both established and new players in the industry.
Market Opportunities
Emergence of 5G Technology:
The rollout of 5G networks is set to revolutionize the MVAS landscape, with expected speeds up to 10 to 100 times faster than 4G. This advancement will enable new applications such as augmented reality and enhanced streaming services, creating substantial growth opportunities for service providers. The global 5G market is projected to reach USD 667 billion in future, indicating a robust potential for MVAS expansion.
Increasing Adoption of IoT Devices:
The number of connected IoT devices is forecasted to surpass 15 billion in future, creating a vast ecosystem for MVAS. This growth presents opportunities for service providers to develop innovative solutions that cater to IoT applications, such as smart home services and industrial automation. The IoT market is expected to generate over USD 1 trillion in revenue in future, highlighting the potential for MVAS integration.
Please Note: It will take 5-7 business days to complete the report upon order confirmation.
The Mobile Value Added Services Market is valued at USD 1,090 billion, based on a five-year historical analysis. This growth is primarily driven by the rapid proliferation of smartphones, increasing mobile internet penetration, and the demand for personalized, on-the-go digital experiences through innovative applications and services. The market has seen a significant shift towards mobile payments, gaming, and streaming services, reflecting evolving consumer preferences and technological advancements. Key trends include the expansion of 5G connectivity, integration of AI for service personalization, and the rise of mobile health and wellness services .
Key players in this market include the United States, China, and India, which dominate due to their large populations, high smartphone penetration rates, and robust telecommunications infrastructure. Asia-Pacific leads global usage, accounting for over 40% of total mobile service activity, with India and China together contributing more than 2.5 billion active mobile subscriptions. The presence of major tech companies and a dynamic startup ecosystem in these regions further drives innovation and competition in mobile value-added services .
In 2023, the European Union implemented the Digital Markets Act (Regulation (EU) 2022/1925), issued by the European Parliament and Council. This regulation mandates that major tech companies designated as "gatekeepers" provide equal access to their platforms for all service providers, promoting transparency and preventing anti-competitive practices. The Act covers operational requirements such as interoperability, data sharing, and fair access, and is expected to enhance consumer choice and drive innovation in mobile value-added services .
Mobile Value Added Services Market Segmentation
By Type:
The market is segmented into various types of mobile value-added services, including SMS Services, MMS (Multimedia Messaging Service), Mobile Gaming, Mobile Advertising, Mobile Payments & Mobile Money, Mobile Music and Video Streaming, Location-Based Services, Mobile Email & Instant Messaging, Mobile Infotainment, and Others (e.g., Mobile Commerce, Mobile Wallets). Among these, Mobile Payments & Mobile Money is currently the leading sub-segment, driven by the widespread adoption of digital wallets, contactless payment solutions, and mobile banking, particularly in emerging markets. Entertainment-based value-added services—spanning gaming, music, and video—represent a significant share of total market activity, reflecting the growing demand for interactive and on-demand content .
By End-User:
The end-user segmentation includes Individual Consumers, Small and Medium Enterprises (SMEs), Large Enterprises, and Government Agencies. Individual Consumers dominate the market, driven by the increasing use of mobile devices for personal transactions, entertainment, and social interactions. The mobile-first approach among consumers has led to a surge in demand for diverse mobile value-added services, while enterprises and government agencies leverage these solutions for communication, engagement, and operational efficiency .
Mobile Value Added Services Market Competitive Landscape
The Mobile Value Added Services Market is characterized by a dynamic mix of regional and international players. Leading participants such as Vodafone Group Plc, AT&T Inc., T-Mobile US, Inc., Orange S.A., Telefónica S.A., China Mobile Ltd., Bharti Airtel Limited, Reliance Jio Infocomm Limited, MTN Group Limited, Deutsche Telekom AG, SK Telecom Co., Ltd., NTT Docomo, Inc., Telstra Corporation Limited, SoftBank Group Corp., Verizon Communications Inc., Singtel (Singapore Telecommunications Limited), América Móvil, S.A.B. de C.V., Turkcell ?leti?im Hizmetleri A.?., Etisalat Group (Emirates Telecommunications Group Company PJSC), KT Corporation contribute to innovation, geographic expansion, and service delivery in this space.
Vodafone Group Plc
1984
London, United Kingdom
AT&T Inc.
1983
Dallas, Texas, USA
T-Mobile US, Inc.
2001
Bellevue, Washington, USA
Orange S.A.
1994
Paris, France
Telefónica S.A.
1924
Madrid, Spain
Company
Establishment Year
Headquarters
Group Size (Large, Medium, or Small as per industry convention)
Customer Acquisition Cost (CAC)
Average Revenue Per User (ARPU)
Churn Rate
Customer Lifetime Value (CLV)
Market Penetration Rate
Mobile Value Added Services Market Industry Analysis
Growth Drivers
Increasing Smartphone Penetration:
As of future, global smartphone penetration is projected to reach 68%, with over 5.6 billion smartphone users worldwide. This surge in smartphone adoption is a significant driver for mobile value-added services (MVAS), as more users access diverse applications and services. The World Bank reports that mobile
oadband subscriptions have increased to over 90% in developed regions, further enhancing the demand for MVAS, particularly in entertainment, communication, and e-commerce sectors.
Rising Demand for Personalized Content:
The global demand for personalized content is expected to grow, with the content recommendation market projected to reach USD 2.5 billion in future. This trend is driven by consumers' desire for tailored experiences, leading to increased engagement with MVAS. According to industry reports, 70% of consumers prefer personalized content, which encourages service providers to innovate and enhance their offerings, thereby driving revenue growth in the MVAS sector.
Expansion of Mobile Internet Services:
The number of mobile internet users is anticipated to exceed 5.3 billion in future, driven by improved network infrastructure and affordable data plans. The International Telecommunication Union (ITU) indicates that mobile
oadband subscriptions have reached over 7.5 billion globally, facilitating access to MVAS. This expansion is crucial for service providers, as it opens new avenues for delivering services such as streaming, gaming, and mobile commerce, significantly boosting market growth.
Market Challenges
Intense Competition Among Service Providers:
The MVAS market is characterized by fierce competition, with over 1,500 service providers globally vying for market share. This saturation leads to price wars and reduced profit margins, making it challenging for companies to differentiate their offerings. According to industry analysis, nearly 60% of MVAS providers report declining revenues due to competitive pressures, necessitating innovation and strategic partnerships to maintain market position.
Data Privacy Concerns:
With the rise of data
eaches and privacy scandals, consumer trust in mobile services is waning. A report from the Privacy Rights Clearinghouse indicates that over 1,000 data
eaches were reported in future, affecting millions of users. This environment of heightened scrutiny forces MVAS providers to invest significantly in data protection measures, which can strain resources and impact service delivery, ultimately hindering market growth.
Mobile Value Added Services Market Future Outlook
The future of the mobile value-added services market appears promising, driven by technological advancements and evolving consumer preferences. The integration of artificial intelligence and machine learning is expected to enhance service personalization and efficiency. Additionally, the ongoing rollout of 5G technology will facilitate faster and more reliable mobile services, enabling innovative applications. As emerging markets continue to adopt mobile technologies, the MVAS sector is poised for significant growth, presenting opportunities for both established and new players in the industry.
Market Opportunities
Emergence of 5G Technology:
The rollout of 5G networks is set to revolutionize the MVAS landscape, with expected speeds up to 10 to 100 times faster than 4G. This advancement will enable new applications such as augmented reality and enhanced streaming services, creating substantial growth opportunities for service providers. The global 5G market is projected to reach USD 667 billion in future, indicating a robust potential for MVAS expansion.
Increasing Adoption of IoT Devices:
The number of connected IoT devices is forecasted to surpass 15 billion in future, creating a vast ecosystem for MVAS. This growth presents opportunities for service providers to develop innovative solutions that cater to IoT applications, such as smart home services and industrial automation. The IoT market is expected to generate over USD 1 trillion in revenue in future, highlighting the potential for MVAS integration.
Please Note: It will take 5-7 business days to complete the report upon order confirmation.
Table of Contents
91 Pages
- 1. mobile value added services size, share, growth drivers, trends, opportunities & – Market Overview
- 1.1. Definition and Scope
- 1.2. Market Taxonomy
- 1.3. Market Growth Rate
- 1.4. Market Segmentation Overview
- 2. mobile value added services size, share, growth drivers, trends, opportunities & – Market Size (in USD Bn), 2019–2024
- 2.1. Historical Market Size
- 2.2. Year-on-Year Growth Analysis
- 2.3. Key Market Developments and Milestones
- 3. mobile value added services size, share, growth drivers, trends, opportunities & – Market Analysis
- 3.1. Growth Drivers
- 3.1.1 Increasing smartphone penetration
- 3.1.2 Rising demand for personalized content
- 3.1.3 Expansion of mobile internet services
- 3.1.4 Growth in mobile payment solutions
- 3.2. Restraints
- 3.2.1 Intense competition among service providers
- 3.2.2 Regulatory compliance issues
- 3.2.3 Data privacy concerns
- 3.2.4 Rapid technological changes
- 3.3. Opportunities
- 3.3.1 Emergence of 5G technology
- 3.3.2 Increasing adoption of IoT devices
- 3.3.3 Growth in mobile advertising
- 3.3.4 Expansion into emerging markets
- 3.4. Trends
- 3.4.1 Shift towards subscription-based models
- 3.4.2 Integration of AI in service delivery
- 3.4.3 Focus on customer experience enhancement
- 3.4.4 Rise of social media-based services
- 3.5. Government Regulation
- 3.5.1 Data protection regulations
- 3.5.2 Licensing requirements for service providers
- 3.5.3 Consumer protection laws
- 3.5.4 Taxation policies on digital services
- 3.6. SWOT Analysis
- 3.7. Stakeholder Ecosystem
- 3.8. Competition Ecosystem
- 4. mobile value added services size, share, growth drivers, trends, opportunities & – Market Segmentation, 2024
- 4.1. By Type (in Value %)
- 4.1.1 SMS Services
- 4.1.2 MMS (Multimedia Messaging Service)
- 4.1.3 Mobile Gaming
- 4.1.4 Mobile Advertising
- 4.1.5 Others
- 4.2. By End-User (in Value %)
- 4.2.1 Individual Consumers
- 4.2.2 Small and Medium Enterprises (SMEs)
- 4.2.3 Large Enterprises
- 4.2.4 Government Agencies
- 4.3. By Application (in Value %)
- 4.3.1 Entertainment
- 4.3.2 Education
- 4.3.3 Healthcare
- 4.3.4 E-commerce
- 4.4. By Distribution Channel (in Value %)
- 4.4.1 Direct Sales
- 4.4.2 Online Platforms (App Stores, Operator Portals)
- 4.4.3 Retail Outlets
- 4.5. By Pricing Model (in Value %)
- 4.5.1 Subscription-Based
- 4.5.2 Pay-Per-Use
- 4.5.3 Freemium
- 4.5.4 Ad-Supported
- 4.6. By Region (in Value %)
- 4.6.1 North India
- 4.6.2 South India
- 4.6.3 East India
- 4.6.4 West India
- 4.6.5 Central India
- 4.6.6 Northeast India
- 4.6.7 Union Territories
- 5. mobile value added services size, share, growth drivers, trends, opportunities & – Market Cross Comparison
- 5.1. Detailed Profiles of Major Companies
- 5.1.1 Vodafone Group Plc
- 5.1.2 AT&T Inc.
- 5.1.3 T-Mobile US, Inc.
- 5.1.4 Orange S.A.
- 5.1.5 Bharti Airtel Limited
- 5.2. Cross Comparison Parameters
- 5.2.1 Revenue
- 5.2.2 Market Share
- 5.2.3 Number of Active Subscribers
- 5.2.4 Customer Acquisition Cost (CAC)
- 5.2.5 Average Revenue Per User (ARPU)
- 6. mobile value added services size, share, growth drivers, trends, opportunities & – Market Regulatory Framework
- 6.1. Industry Standards
- 6.2. Compliance Requirements and Audits
- 6.3. Certification Processes
- 7. mobile value added services size, share, growth drivers, trends, opportunities & – Market Future Size (in USD Bn), 2025–2030
- 7.1. Future Market Size Projections
- 7.2. Key Factors Driving Future Market Growth
- 8. mobile value added services size, share, growth drivers, trends, opportunities & – Market Future Segmentation, 2030
- 8.1. By Type (in Value %)
- 8.2. By End-User (in Value %)
- 8.3. By Application (in Value %)
- 8.4. By Distribution Channel (in Value %)
- 8.5. By Pricing Model (in Value %)
- 8.6. By Region (in Value %)
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