Global Mobile Value Added Services (MVAS) Market Size By Entertainment Services, By Information Services, By Communication Services, By Geographic Scope And Forecast

Mobile Value Added Services (MVAS) Market Size And Forecast

Mobile Value Added Services (MVAS) Market size was valued at USD 997.6 Billion in 2023 and is projected to reach USD 2026.5 Billion by 2030, growing at a CAGR of 15.2% during the forecast period 2024-2030.

The Mobile Value Added Services (MVAS) Market encompasses a wide array of non-core services and features offered to mobile subscribers beyond standard voice and messaging services. These value-added services leverage the capabilities of mobile networks to provide users with enhanced functionality, entertainment, productivity tools, and convenience. MVAS offerings include but are not limited to mobile banking, mobile entertainment (such as music and video streaming), mobile gaming, location-based services, mobile advertising, and mobile commerce.

Global Mobile Value Added Services (MVAS) Market Drivers

The market drivers for the Mobile Value Added Services (MVAS) Market can be influenced by various factors. These may include

• Growing Mobile Penetration One of the main factors propelling the MVAS market is the increasing global adoption of smartphones and other mobile devices. Demand for services like mobile entertainment, messaging, and utility apps is increased as more individuals acquire access to mobile devices and become potential customers for MVAS products.
• Rapid Technological developments The delivery of more complex and inventive MVAS is made possible by ongoing technological developments, notably in mobile networks (such as the switch to 5G) and mobile software platforms. These developments give new opportunities for service providers to deliver value-added services and improve the user experience.
• Demand for tailored and Improved User Experiences On their mobile devices, consumers are looking for experiences that are more tailored and improved. MVAS providers use big data analytics, machine learning, and artificial intelligence (AI) to give personalized services, suggestions, and content that increase user engagement and loyalty.
• Growth of Digital Content and Services The demand for MVAS is fueled by the expansion of digital content and services, such as social networking, gaming, streaming media, and e-commerce. In order to satisfy the varied demands and preferences of their customers, service providers take advantage of this trend by providing integrated services, partnerships, and bundles.
• Growth of Mobile Payments and Commerce The need for MVAS connected to banking, payments, and financial services is driven by the growth of mobile payment solutions and commerce (m-commerce). The demand for safe and practical mobile-based banking and payment services is rising as more and more customers conduct their business using mobile devices.
• The emergence of connected devices and the Internet of Things (IoT) The scope of MVAS extends beyond conventional mobile services due to the growth of IoT devices and connected technologies. By providing cutting-edge services to enable automation and connectivity, MVAS providers take advantage of opportunities in industries including smart homes, linked cars, healthcare, and industrial IoT.
• Emphasis on Industry 4.0 and Digital Transformation To improve production, efficiency, and customer engagement, businesses in a variety of industries are implementing digital transformation projects. Enterprise-specific solutions from MVAS providers include customer engagement platforms, IoT connection, and mobile workforce management.
• Government Initiatives and Regulations The MVAS industry is also driven by government programs that support mobile broadband access, digital inclusion, and competitive and innovative regulatory frameworks. Policies promoting the expansion of mobile infrastructure and the distribution of spectrum create an atmosphere that is favorable to the growth of MVAS.
• Trend toward Subscription-based and Freemium Models In order to generate revenue from their services, MVAS providers are progressively utilizing subscription-based and freemium business models. While freemium models draw people with basic services and upsell premium features or content to increase revenue and user engagement, subscription models provide recurring revenue streams.
• Expanding Awareness and Adoption in Emerging economies With their sizable populations and rising disposable budgets, emerging economies offer MVAS providers substantial growth prospects. Demand for MVAS is increasing across a range of industries as mobile services become more well known and more reasonably priced in these markets.

Global Mobile Value Added Services (MVAS) Market Restraints

Several factors can act as restraints or challenges for the Mobile Value Added Services Mvas Market. These may include

• Saturation of Market The MVAS market may reach saturation in industrialized nations and other mature markets. This indicates that, barring major innovation or distinction, there is little possibility for additional expansion because the majority of consumers now have access to basic MVAS solutions.
• Dependency on Telecom Operators For billing and distribution, MVAS products frequently rely significantly on collaborations with telecom operators. The independence of MVAS providers to develop and grow their solutions may be hampered by this dependency.
• Regulatory Challenges Certain MVAS types may be restricted by content regulations or data privacy laws, among other regulatory frameworks in different countries. MVAS activities may become more complex and expensive as a result of complying with these laws.
• Limitations of the Network Infrastructure Mobile network coverage and quality might differ greatly between locations. Adoption and usage of MVAS may be hampered in locations with inadequate network infrastructure or poor connectivity due to impaired MVAS delivery and performance.
• Device Fragmentation MVAS providers may find it difficult to ensure interoperability and the best possible user experience across a broad range of devices due to the variability of mobile devices with respect to operating systems, screen sizes, and capabilities.
• Security Issues Sensitive data, including financial transactions and personal information, is frequently exchanged via MVAS. The adoption of MVAS can be hindered by security breaches, such as data leaks or illegal access, which can damage consumer confidence.
• Competition from Over-the-Top (OTT) Services OTT services, which run independently of telecom providers, typically offer features comparable to traditional MVAS, such as messaging apps and content streaming platforms. These OTT services’ competition may put pressure on MVAS providers to innovate and set themselves apart from the competition.
• Monetization Challenges It might be difficult to make money with MVAS, particularly as customers are becoming more and more accustomed to expecting free or inexpensive services. Sustainable expansion depends on finding profitable monetization techniques, such as advertising, subscriptions, or freemium models, while balancing the value proposition and user experience.
• Consumer Education and Awareness It’s possible that many customers are unaware of the entire array of MVAS services that are available to them or are unsure of the benefits these services offer. Informing customers about the features and advantages of MVAS may prevent its widespread use.

Global Mobile Value Added Services (MVAS) Market Segmentation Analysis

The Global Mobile Value Added Services (MVAS) Market is Segmented on the basis of Entertainment Services, Information Services, Communication Services, And Geography.

Mobile Value Added Services (MVAS) Market, By Entertainment Services

• Mobile Gaming Includes games downloaded or played online via mobile devices, including smartphones and tablets.
• Streaming Services Involves music, video, and other media streaming platforms accessible through mobile devices.
• Mobile TV Provides live or on-demand television content specifically tailored for mobile viewing.

Mobile Value Added Services (MVAS) Market, By Information Services

• News & Alerts Includes subscription-based news services and push notifications for important updates.
• Weather Services Provides weather forecasts, alerts, and related information based on location.
• Directory Services Offers phone directories, business listings, and contact information retrieval services.

Mobile Value Added Services (MVAS) Market, By Communication Services

• Voicemail & Call Management Includes advanced voicemail features, call forwarding, call waiting, etc.
• Text & Multimedia Messaging Covers SMS, MMS, and messaging apps offering text, image, audio, and video sharing.
• Email Services Access to email accounts and related services through mobile devices.

Mobile Value Added Services (MVAS) Market, By Geography

• North America Market conditions and demand in the United States, Canada, and Mexico.
• Europe Analysis of the MOBILE VALUE ADDED SERVICES (MVAS) MARKET in European countries.
• Asia-Pacific Focusing on countries like China, India, Japan, South Korea, and others.
• Middle East and Africa Examining market dynamics in the Middle East and African regions.
• Latin America Covering market trends and developments in countries across Latin America.

Key Players

The major players in the Mobile Value Added Services (MVAS) Market are

• AT&T
• Apple
• Google
• Vodafone
• Mahindra Comviva
• Onmobile
• InMobi
• Tencent
• Kongzhong Corporation
• MyRepublic Limited

Report Scope

Analyst’s Take

In conclusion, the Mobile Value Added Services (MVAS) Market is experiencing robust growth driven by increasing smartphone penetration, expanding mobile internet connectivity, and evolving consumer preferences for on-the-go entertainment, convenience, and productivity tools. As digital transformation accelerates across various industries, the demand for innovative MVAS solutions is expected to continue rising. Key market players are poised to capitalize on this trend by enhancing their service portfolios, investing in technology advancements, and forging strategic partnerships to cater to the evolving needs of mobile consumers worldwide.

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• Qualitative and quantitative analysis of the market based on segmentation involving both economic as well as non-economic factors• Provision of market value (USD Billion) data for each segment and sub-segment• Indicates the region and segment that is expected to witness the fastest growth as well as to dominate the market• Analysis by geography highlighting the consumption of the product/service in the region as well as indicating the factors that are affecting the market within each region• Competitive landscape which incorporates the market ranking of the major players, along with new service/product launches, partnerships, business expansions, and acquisitions in the past five years of companies profiled• Extensive company profiles comprising of company overview, company insights, product benchmarking, and SWOT analysis for the major market players• The current as well as the future market outlook of the industry with respect to recent developments (which involve growth opportunities and drivers as well as challenges and restraints of both emerging as well as developed regions• Includes in-depth analysis of the market of various perspectives through Porter’s five forces analysis• Provides insight into the market through Value Chain• Market dynamics scenario, along with growth opportunities of the market in the years to come• 6-month post-sales analyst support

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