Mobile Value Added Services Market Size

Market Size Snapshot

Note – Market size depicts the revenue generated over the financial year

The Mobile Value-Added Services (MVAS) market is growing rapidly. It is expected to reach $287.9 billion in 2022, and is forecast to reach $733.38 billion by 2030. This phenomenal growth rate is a CAGR of 14.3% over the forecast period. The rising penetration of smart phones and the growing demand for mobile internet services are the main reasons for this growth. The MVAS market is set to benefit from this trend as consumers increasingly rely on mobile applications for a variety of services. Also driving the MVAS market is the proliferation of 5G technology, which will enhance mobile connectivity and enable the use of more complex applications. Artificial intelligence and machine learning will enable more personalised services, driving the market further. The main players in the MVAS market, such as Vodafone, AT&T and Tencent, are launching strategic initiatives such as acquisitions and strategic alliances in order to expand their services and capture a larger share of the market. These initiatives reflect the dynamic nature of the MVAS market and its potential for growth in the coming years.

Regional Market Size

Regional Deep Dive

Mobile Value-added Services (MVAS) Market is experiencing a strong growth across the globe, owing to the increasing penetration of smartphones, the rise in mobile Internet use, and the demand for enhanced customer engagement. In North America, the market is characterized by a well-developed telecommunications infrastructure and the rapid uptake of new mobile applications. Europe is a diverse region, with different regulatory frameworks and a strong focus on privacy. The Asia-Pacific region is characterized by rapid growth, driven by a large population and rising disposable incomes. The Middle East and Africa are experiencing a rapid uptake of mobile services, owing to increasing access to the Internet and digital transformation initiatives. Latin America is also a key player, with increasing mobile subscribers and the uptake of digital services.

Europe

• The General Data Protection Regulation (GDPR) has significantly impacted how MVAS providers handle user data, leading to increased transparency and trust among consumers, which is crucial for service adoption.
• Companies like Vodafone and Deutsche Telekom are actively developing innovative MVAS solutions, including personalized marketing and customer engagement tools, to cater to the diverse needs of European consumers.

Asia Pacific

• The rapid growth of e-commerce in countries like China and India is driving demand for mobile payment solutions, with companies like Alibaba and Paytm leading the charge in MVAS innovations.
• Government initiatives, such as the Digital India program, are promoting digital literacy and mobile connectivity, which is expected to further boost the adoption of MVAS across the region.

Latin America

• The rise of mobile-first consumers in Latin America is prompting telecom operators to invest in MVAS, with a focus on enhancing customer engagement through personalized content and services.
• Companies like Movistar and Claro are launching innovative MVAS offerings, including streaming services and mobile advertising, to capture the growing demand for digital content among consumers.

North America

• The introduction of 5G technology is revolutionizing the MVAS landscape, enabling faster data speeds and more reliable services, which is expected to enhance user experiences and drive new service offerings.
• Major companies like Verizon and AT&T are investing heavily in MVAS solutions, focusing on areas such as mobile payments and IoT services, which are anticipated to create new revenue streams and improve customer loyalty.

Middle East And Africa

• The increasing penetration of smartphones and mobile internet in Africa is leading to a surge in mobile banking and payment services, with companies like M-Pesa setting benchmarks for MVAS in the region.
• Regulatory bodies in the Middle East are encouraging the development of mobile services through initiatives that support fintech innovations, which are expected to enhance financial inclusion and drive economic growth.

Did You Know?

“As of 2023, mobile payments are projected to account for over 50% of all e-commerce transactions in Asia-Pacific, highlighting the region's rapid shift towards mobile-centric financial solutions.” — example.com

Segmental Market Size

The Mobile Value Added Services (MVAS) play an important role in the mobile communication and engagement. They are experiencing a growth spurt driven by the increasing penetration of smartphones and the changing preferences of mobile users. The demand for individualized content and services is on the rise. In addition, the regulatory environment has been favourable for e-business, which has further accelerated the growth of the MVAS market. The MVAS market is currently at the stage of mature adoption. Messaging and payment services like WhatsApp and WeChat are gaining ground, especially in the Asia-Pacific region. The main applications are mobile banking, entertainment and location-based services. They enhance the experience and convenience of the users. The digital transformation, accelerated by the H1N1 pandemic, and the drive for contactless solutions, are major growth drivers. Artificial intelligence and machine learning are shaping the evolution of MVAS, making it possible to develop smarter customer interactions and personalization.

Future Outlook

From 2022 to 2030, the mobile value-added services market will grow from $287.92 billion to $733.83 billion, with a high compound annual growth rate (CAGR) of 14.3 percent. The driving force is the increasing penetration of mobile phones and mobile Internet, which will exceed 80 percent of the world's population by 2030. As the world's population increases, the value-added services such as mobile payment, entertainment, and personalization become a daily life for consumers. The main technological changes, such as the construction of 5G, the application of artificial intelligence and machine learning, will also boost the development of the market. The transmission speed is greatly improved, and the service can be more individualized, thereby increasing the interests of consumers. The industry's emphasis on digital transformation, especially in the retail, health care, and finance industries, will also drive the demand for mobile value-added services that can meet the needs of business operations and customer experiences. The market will be a major opportunity for operators and industry players.