Mobile Value Added Service Market

Mobile Value Added Service Market Outlook (2024 to 2034)

The global mobile value added service market size is estimated to be US$ 880.4 million in 2024, and it is anticipated to reach US$ 3,522.6 million by 2034, growing at a CAGR of 14.9% over the forecast period. This expected growth is projected to be a result of the combined efforts of manufacturers and market stakeholders taking substantial steps to provide innovative services to customers. For increased revenue opportunities, leading companies are making efforts to elevate their service quality.

Key Growth Drivers in the Mobile Value Added Service Market

• A string of factors, including digitalization, advancements and growth in technologies, rapid urbanization, and increasing discretionary incomes, are favoring the market.
• Rising investments by government bodies in research and development activities to increase the efficacy of services are contributing to the positive scope of mobile value-added services.
• Robust sales of smartphones are a critical market driver for mobile value-added services. Due to the growing demand for digital solutions, value-added services, and advanced applications, the market is expanding progressively.
• The presence of multiple vendors is fueling competition among Internet providers, propelling the mobile value added service market growth.

Report Attributes	Details
Estimated Market Value (2024E)	US$ 880.4 million
Forecasted Market Value (2034F)	US$ 3,522.6 million
Global Market Growth Rate (2024 to 2034)	14.9% CAGR
Wireless Application Protocol Segment Growth Rate (2024 to 2034)	15.7% CAGR
Network Provider Segment Growth Rate (2024 to 2034)	14.9% CAGR
East Asia Market Share (2024)	36.5%
North America Market Share (2024)	28.6%
Key Companies Profiled in the Mobile Value Added Service Market Report	AT&T Alphabet Inc. Amazon.com Inc. Apple Inc. Baidu Inc. Comverse Technology Inc. Gaana.com Gemalto Google LLC InMobi Kongzhong Corp Mahindra Comviva Mobily One97 Communications Ltd. OnMobile Vodafone Group Plc. Others

Which Trends are Fueling Growth in the Mobile Value Added Service Market?

“Growing Adoption of Mobile Value Added Services Within Education Industry”

Rising demand for smartphones owing to digitalization and technological advancements is favoring the mobile value added service market. Within the education sector, virtual training, online classrooms, and meeting rooms are gaining traction, especially after the COVID-19 lockdown. Since then, the digital transformation in the education sector has been rapid. Market players are thus providing online education services to enlarge their customer base. The increasing population is driving investments in digital devices to manage courses, data, etc., which is enhancing the demand for mobile value added services.

“Surging Popularity of Over-the-Top (OTT) Platforms to Increase Market Sales”

OTT media services are gaining significant traction across the globe. This platform offers video and music streaming services. Examples of commonly used OTT platforms include Netflix, Hotstar, Hulu, Amazon Video, and Disney+. They offer monthly, quarterly, or yearly subscriptions to their users. Consumers are demanding affordably priced fresh content, which is increasing the OTT segment’s growth.

“Upsurge in the Demand for Convenient and Personalized Experiences”

Growing demand for experiences that are convenient as well as personalized is propelling the mobile value added service market. Market players further offer tailored solutions to match individual needs and preferences. Customers anticipate that seamless access to services aligns with their behaviors and interests. Additionally, MVAS meets the diverse needs of individuals by providing services like location-based services, personalized content recommendations, and customized notifications. MVAS providers are constantly innovating their service offerings to remain relevant in the competitive scene.

“Innovations in Connectivity and Mobile Technology”

Numerous players are innovating mobile technology to capture a substantial customer base. Further, the deployment of 5G networks is boosting the capabilities of mobile devices. Besides, 5G technology is helping elevate the potential for providing more immersive and data-intensive MVAS content owing to higher data speed, increased network capacity, and lower latency.

Country-wise Insights

The East Asia mobile value added service market is projected to expand at a remarkable CAGR of 16.4% through 2034. The market share is anticipated to extrapolate from 36.5% in 2024 to 38.4% by 2034. Market growth is determined by the significant consumer base in this region, with major revenue from China due to its high population density.

North America is projected to sustain its prominent market share of 29.1%. By 2034, the region is expected to be valued at US$ 1,025.1 million. Constant sales of smartphone devices, robust adoption of technology, and rising adoption of cloud-based solutions are supplementing market growth in the region.

Which Factors Result in Surging Demand for Mobile Value Added Services in China?

“Increasing Collaborations and Adoption of Mobile Technology in China”

Attribute	Details
Market Value (2024)	US$ 215.0 million
CAGR (2024 to 2034)	15.5%

China leads the global space with an estimated market revenue of US$ 215.0 million in 2024. The market is expected to reach US$ 910.4 million, expanding at a CAGR of 15.5% through 2034. Within East Asia, China’s market is projected to account for a share of 67.3%.

The mobile value added service market in China is projected to be driven by the surging adoption of mobile technology. Further, increasing collaborations between content providers and mobile operators are fueling the market growth in the country. Besides, the rising adoption of smartphones among individuals is providing a positive market outlook for players. In addition to this, favorable government initiatives to promote digitalization and smart city development are favoring the industry.

What is Driving Growth in the United States Mobile Value Added Service Market?

“Increasing Applications of IoT Fueling Market Growth in the United States”

Attribute	Details
Market Value (2024)	US$ 193.1 million
CAGR (2024 to 2034)	14.8%

The United States is projected to lead the North America mobile value added service market over the next ten years, by attaining a share of 76.7%. Market value is forecast to expand from US$ 193.1 million in 2024 to US$ 767.8 million by 2034. The market is further anticipated to rise at a CAGR of 14.8% through 2034.

Increasing applications of the Internet of Things (IoT) are creating business prospects for mobile value-added services. The deployment of mobile value added services by government agencies in the country is also propelling market growth. These services include public information dissemination, emergency alerts, and interactive platforms for citizen feedback. Additionally, the government uses these services for administrative processes like mobile-based e-governance services for different applications.

Segment-wise Analysis

Which Platform Accounts for a Massive Market Share?

“Wireless Application Protocol is a Highly Used Platform”

Attribute	Details
Segment Share in 2024	31.5%

The wireless application protocol is projected to account for a share of 31.5% in 2024. By 2034, the segment is anticipated to reach a market share of 32.8%. Meanwhile, the segment is anticipated to expand at a CAGR of 15.7% through 2034. The surging use of smartphones and streaming services is increasing the demand for wireless application protocol.

Which Segment Leads the Market by Application?

“Network Provider Accounts for a Leading Market Share”

Attribute	Details
Segment Share in 2024	62.9%

The network provider’s market share is projected to rise from 62.9% in 2024 to 63.3% by 2034. The segment is anticipated to expand at a CAGR of 14.9% through 2034. By 2034, the segment is estimated to attain a value of US$ 2,229.8 million.

The growing adoption of MVAS services by network providers to maintain their relationship with their customers, reduce acquisition costs for additional customers, and decrease customer churn rate, is contributing to the segment’s growth.

The enterprise segment is anticipated to expand at a CAGR of 14.6% through 2034. The increasing number of enterprises seeking to use MVAS to raise their operations, overall efficiency, and customer engagement is enhancing the market outlook. Enterprises are also utilizing MVAS to enhance communication with clients and customers and get real-time updates, personalized offers, and transaction notifications. Further on, these services enhance internal functions, project management, employee collaboration, and data analysis.

Competitive Landscape

Mobile value added service market participants are constantly launching new and diversified services by creating personalized experiences, content subscriptions, developing mobile apps, and developing interactive platforms to serve the extensive demands of users, from productivity to entertainment. Moreover, surging collaborations between mobile operators, MVAS providers, technology companies, and content creators are facilitating the integration of content, distribution channels, and technology. Besides, companies are emphasizing enhancing user experiences by elevating the design, ease, and functionality of these services.

Players are incorporating user feedback to enhance services and maintain optimal user engagement. In addition to this, manufacturers are funding advanced security measures to ensure the data protection of users.

Recent Developments Shaping the Mobile Value Added Service Market

• InMobi, in 2021, joined forces with The Trade Desk to increase its access to the pulse brand lift solution. This partnership is aimed at making the InMobi Pulse, which is the mobile-first consumer intelligence platform of InMobi, available at demand-side platform (DSP) of The Trade Desk.
• Apple revealed in 2020 that more customers can relish several popular services of Apple. The Apple Arcade, the App Store, Apple Podcasts, Apple Music, and iCloud were made available in 20+ countries, and Apple Music is available in more than 52 countries.

Segmentation of Mobile Value Added Service Market Research

• By Platform:

  • Short Message Service
  • Interactive Voice and Video Response
  • Wireless Application Protocol
  • Unstructured Supplementary Service Data

• By Application:

  • Consumer
  • Enterprise
  • Network Provider

• By Device Type:

  • Mobile Phone
  • Tablet PC
  • Laptop or Data-Card
  • Others

• By Vertical:

  • BFSI
  • Media and Entertainment
  • Healthcare
  • Education
  • Retail
  • Government
  • Telecom and IT
  • Others

• By Region:

  • North America
  • Europe
  • Latin America
  • East Asia
  • South Asia and Oceania
  • Middle East and Africa