Mobile Value-Added Services Market: By Type, Voice & Data Value-Added Services ), By Product, By Store, Others), By Vertical and Region Forecast 2020-2031
Mobile Value-Added Services Market size was valued at US$ 744.6 billion in 2024 and is expected to reach US$ 1,897.7 billion by 2031, growing at a significant CAGR of 14.3% from 2025-2031. Mobile operators provide value-added services (VAS) through third-party content providers and on their own. MVAS providers offer services such as welcome tunes, voice messages, missed call alerts, news alerts, call block, call forwarding/diverting, videos, music, mobile games, and streaming services through mobile carriers under a revenue-sharing model, and mobile phone operators charge subscribers/customers.
However, mobile operators must verify compliance with the regulator's mandate and get an agreement before installing a specific mobile VAS on a mobile phone user. Based on the type, the Market is segmented into short message service (SMS), voice & data value-added services, which the short message service (SMS) is anticipated to grow the market owing to text messages or short messaging service messages are the communications mode that individuals send from their mobile phones. Because it allows you to convey information to big groups of people quickly and efficiently, short messaging is becoming a more popular e-marketing medium.
Furthermore, SMS messaging offers better user engagement than other mobile marketing channels like email or social media. These are expected to be the primary drivers influencing the demand for mobile value-added services over the projected period as well. The increased use of mobile applications and mobile web is one of the primary reasons driving the growth of the mobile value-added services industry. The growing popularity of social networking applications and the acceptance of mobile payments is supporting the growth of the mobile value-added services market.
Study Period
2025-2031Base Year
2024CAGR
14.3%Largest Market
Asia-PacificFastest Growing Market
North-America
There is a rise in digital solutions, advanced applications, and value-added services in the market. The market has seen increased digital solutions, innovative applications, and value-added services. Multiple vendors have enhanced competition among Internet service providers. Smartphones are currently utilized for checking various applications, online surfing, emails, social media involvement, etc. Mobile value-added services (MVAS) are services that telecom service providers give clients in addition to voice, SMS, and internet services to improve the user experience.
The mobile value-added services industry is predicted to be driven by lower smartphone pricing due to increased competition among manufacturers and service providers. Lower smartphone pricing has improved mobile phone adoption among emerging countries' lower-income populations, increasing demand for mobile value-added services.
North America is likely to hold the highest revenue share of in 2021 and same trend is expected over the forecast period due to the presence of several MVAS providers offering enterprise/vertical services, as well as advancements in value-added telematics technology, drive the MVAS market in the area. Furthermore, the region's mobile network customers' increasing use of different MVASs such as games, music, and mobile enhances the mobile Mobile Value-Added Services Market share. The regional market is dominated by the United States, followed by Canada and Mexico, owing to the well-established telecom industry.
Latin America
Europe
Asia Pacific
Middle East
North America
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Report Benchmarks |
Details |
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Report Study Period |
2025-2031 |
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Market Size in 2024 |
US$ 744.6 billion |
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Market Size in 2031 |
US$ 1,897.7 billion |
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Market CAGR |
14.3% |
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By Type |
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By Product Type |
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By End User |
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By Region |
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The mobile value-added services market size was valued at US$ 744.6 billion in 2024 and is expected to reach US$ 1,897.7 billion by 2031, growing at a significant CAGR of 14.3% from 2025-2031
The market key players are: Apple Inc. Vodafone Group Plc Bharti Airtel Limited AT&T Inc. OnMobile Spice Digital Limited Comverse Technology, Inc. One97 Communications Google LLC Kongzhong Corp InMobi China Mobile Ltd.
The market has been classified into North America, Asia Pacific, Europe, Latin America, Middle East and Africa, and the rest of MEA.
| 1. Executive Summary |
| 2. Global Mobile Value-Added Services Market Introduction |
| 2.1.Global Mobile Value Added Services Market - Taxonomy |
| 2.2.Global Mobile Value Added Services Market - Definitions |
| 2.2.1.Type |
| 2.2.2.Product Type |
| 2.2.3.End Users |
| 2.2.4.Region |
| 3. Global Mobile Value Added Services Market Dynamics |
| 3.1. Drivers |
| 3.2. Restraints |
| 3.3. Opportunities/Unmet Needs of the Market |
| 3.4. Trends |
| 3.5. Product Landscape |
| 3.6. New Product Launches |
| 3.7. Impact of COVID 19 on Market |
| 4. Global Mobile Value Added Services Market Analysis, 2020 - 2024 and Forecast 2025 - 2031 |
| 4.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 4.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) |
| 4.3. Market Opportunity Analysis |
| 5. Global Mobile Value Added Services Market By Type, 2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 5.1. Short Message Service (SMS) |
| 5.1.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 5.1.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 5.1.3. Market Opportunity Analysis |
| 5.2. Voice & Data Value-Added Services (VAS) |
| 5.2.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 5.2.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 5.2.3. Market Opportunity Analysis |
| 6. Global Mobile Value Added Services Market By Product Type, 2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 6.1. Mobile Games |
| 6.1.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.1.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.1.3. Market Opportunity Analysis |
| 6.2. Mobile Music |
| 6.2.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.2.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.2.3. Market Opportunity Analysis |
| 6.3. Mobile Wallet |
| 6.3.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.3.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.3.3. Market Opportunity Analysis |
| 6.4. Mobile Commerce |
| 6.4.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.4.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.4.3. Market Opportunity Analysis |
| 6.5. Mobile Advertising |
| 6.5.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.5.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.5.3. Market Opportunity Analysis |
| 6.6. E-Mail & IM |
| 6.6.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.6.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.6.3. Market Opportunity Analysis |
| 6.7. Others |
| 6.7.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 6.7.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 6.7.3. Market Opportunity Analysis |
| 7. Global Mobile Value Added Services Market By End Users, 2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 7.1. BFSI |
| 7.1.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.1.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.1.3. Market Opportunity Analysis |
| 7.2. IT & telecommunication |
| 7.2.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.2.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.2.3. Market Opportunity Analysis |
| 7.3. Retail |
| 7.3.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.3.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.3.3. Market Opportunity Analysis |
| 7.4. Government |
| 7.4.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.4.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.4.3. Market Opportunity Analysis |
| 7.5. Healthcare |
| 7.5.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.5.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.5.3. Market Opportunity Analysis |
| 7.6. Media & Entertainment |
| 7.6.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.6.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.6.3. Market Opportunity Analysis |
| 7.7. Others |
| 7.7.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 7.7.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 7.7.3. Market Opportunity Analysis |
| 8. Global Mobile Value Added Services Market By Region, 2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 8.1. North America |
| 8.1.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 8.1.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 8.1.3. Market Opportunity Analysis |
| 8.2. Europe |
| 8.2.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 8.2.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 8.2.3. Market Opportunity Analysis |
| 8.3. Asia Pacific (APAC) |
| 8.3.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 8.3.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 8.3.3. Market Opportunity Analysis |
| 8.4. Middle East and Africa (MEA) |
| 8.4.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 8.4.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 8.4.3. Market Opportunity Analysis |
| 8.5. Latin America |
| 8.5.1. Market Analysis, 2020 - 2024 and Forecast, 2025 - 2031, (Sales Value USD Million) |
| 8.5.2. Year-Over-Year (Y-o-Y) Growth Analysis (%) and Market Share Analysis (%) |
| 8.5.3. Market Opportunity Analysis |
| 9. North America Mobile Value Added Services Market ,2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 9.1. Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 9.1.1.Short Message Service (SMS) |
| 9.1.2.Voice & Data Value-Added Services (VAS) |
| 9.2. Product Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 9.2.1.Mobile Games |
| 9.2.2.Mobile Music |
| 9.2.3.Mobile Wallet |
| 9.2.4.Mobile Commerce |
| 9.2.5.Mobile Advertising |
| 9.2.6.E-Mail & IM |
| 9.2.7.Others |
| 9.3. End Users Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 9.3.1.BFSI |
| 9.3.2.IT & telecommunication |
| 9.3.3.Retail |
| 9.3.4.Government |
| 9.3.5.Healthcare |
| 9.3.6.Media & Entertainment |
| 9.3.7.Others |
| 9.4. Country Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 9.4.1.United States of America (USA) |
| 9.4.2.Canada |
| 10. Europe Mobile Value Added Services Market ,2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 10.1. Type Analysis and Forecast by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 10.1.1.Short Message Service (SMS) |
| 10.1.2.Voice & Data Value-Added Services (VAS) |
| 10.2. Product Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 10.2.1.Mobile Games |
| 10.2.2.Mobile Music |
| 10.2.3.Mobile Wallet |
| 10.2.4.Mobile Commerce |
| 10.2.5.Mobile Advertising |
| 10.2.6.E-Mail & IM |
| 10.2.7.Others |
| 10.3. End Users Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 10.3.1.BFSI |
| 10.3.2.IT & telecommunication |
| 10.3.3.Retail |
| 10.3.4.Government |
| 10.3.5.Healthcare |
| 10.3.6.Media & Entertainment |
| 10.3.7.Others |
| 10.4. Country Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 10.4.1.Germany |
| 10.4.2.France |
| 10.4.3.Italy |
| 10.4.4.United Kingdom (UK) |
| 10.4.5.Spain |
| 10.4.6.Rest of EU |
| 11. Asia Pacific (APAC) Mobile Value Added Services Market ,2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 11.1. Type Analysis and Forecast by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 11.1.1.Short Message Service (SMS) |
| 11.1.2.Voice & Data Value-Added Services (VAS) |
| 11.2. Product Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 11.2.1.Mobile Games |
| 11.2.2.Mobile Music |
| 11.2.3.Mobile Wallet |
| 11.2.4.Mobile Commerce |
| 11.2.5.Mobile Advertising |
| 11.2.6.E-Mail & IM |
| 11.2.7.Others |
| 11.3. End Users Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 11.3.1.BFSI |
| 11.3.2.IT & telecommunication |
| 11.3.3.Retail |
| 11.3.4.Government |
| 11.3.5.Healthcare |
| 11.3.6.Media & Entertainment |
| 11.3.7.Others |
| 11.4. Country Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 11.4.1.China |
| 11.4.2.India |
| 11.4.3.Australia and New Zealand (ANZ) |
| 11.4.4.Japan |
| 11.4.5.Rest of APAC |
| 12. Middle East and Africa (MEA) Mobile Value Added Services Market ,2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 12.1. Type Analysis and Forecast by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 12.1.1.Short Message Service (SMS) |
| 12.1.2.Voice & Data Value-Added Services (VAS) |
| 12.2. Product Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 12.2.1.Mobile Games |
| 12.2.2.Mobile Music |
| 12.2.3.Mobile Wallet |
| 12.2.4.Mobile Commerce |
| 12.2.5.Mobile Advertising |
| 12.2.6.E-Mail & IM |
| 12.2.7.Others |
| 12.3. End Users Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 12.3.1.BFSI |
| 12.3.2.IT & telecommunication |
| 12.3.3.Retail |
| 12.3.4.Government |
| 12.3.5.Healthcare |
| 12.3.6.Media & Entertainment |
| 12.3.7.Others |
| 12.4. Country Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 12.4.1.GCC Countries |
| 12.4.2.South Africa |
| 12.4.3.Rest of MEA |
| 13. Latin America Mobile Value Added Services Market ,2020 - 2024 and Forecast 2025 - 2031 (Sales Value USD Million) |
| 13.1. Type Analysis and Forecast by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 13.1.1.Short Message Service (SMS) |
| 13.1.2.Voice & Data Value-Added Services (VAS) |
| 13.2. Product Type Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 13.2.1.Mobile Games |
| 13.2.2.Mobile Music |
| 13.2.3.Mobile Wallet |
| 13.2.4.Mobile Commerce |
| 13.2.5.Mobile Advertising |
| 13.2.6.E-Mail & IM |
| 13.2.7.Others |
| 13.3. End Users Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 13.3.1.BFSI |
| 13.3.2.IT & telecommunication |
| 13.3.3.Retail |
| 13.3.4.Government |
| 13.3.5.Healthcare |
| 13.3.6.Media & Entertainment |
| 13.3.7.Others |
| 13.4. Country Analysis 2020 - 2024 and Forecast 2025 - 2031 by Sales Value USD Million, Y-o-Y Growth (%), and Market Share (%) |
| 13.4.1.Brazil |
| 13.4.2.Mexico |
| 13.4.3.Rest of LA |
| 14. Competition Landscape |
| 14.1. Market Player Profiles (Introduction, Brand/Product Sales, Financial Analysis, Product Offerings, Key Developments, Collaborations, M & A, Strategies, and SWOT Analysis) |
| 14.2.1.Apple Inc. |
| 14.2.2.Vodafone Group Plc |
| 14.2.3.Bharti Airtel Limited |
| 14.2.4.AT&T Inc. |
| 14.2.5.OnMobile |
| 14.2.6.Spice Digital Limited |
| 14.2.7.Comverse Technology, Inc. |
| 14.2.8.One97 Communications |
| 14.2.9.Google LLC |
| 14.2.10.Kongzhong Corp |
| 14.2.11.InMobi |
| 14.2.12.China Mobile Ltd. |
| 15. Research Methodology |
| 16. Appendix and Abbreviations |
Key Market Players
Author
Sravani is a proficient Business Analyst with an MBA and a background in Computer Science, with seven years of experience in the field of market research. Sravani is adept at creating competitive evaluations, precise market estimations, and market projections, emphasizing the food and beverage and information and communication technology (ICT) industries. Her areas of competence are identifying important players, projecting market trends, and assessing the potential for industry growth. She applies a strong analytical approach to provide precise market estimates and thorough industry analysis, empowering organizations to make data-driven decisions. Sravani's estimating and forecasting abilities are essential for businesses to take advantage of new opportunities and effectively manage dynamic market environments.
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