Mobile Value-Added Services (MVAS) Market Competitive Analysis, Segmentation and Opportunity Assessment; 2030


The Mobile Value-Added Services (MVAS) Market  is growing at a rapid pace. The emergence of several new and innovative customized mobile apps and MVA services suiting the changing consumer needs is a major driving force. Besides, the rising numbers of various MVAS subscribers and smartphone users define the growing market landscape. 

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With the rising need for customized value-added services by businesses and consumers, the market is expected to garner significant traction during the next few years. industry is projected to grow from USD 287.92 Billion in 2022 to USD 733.83 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 14.30% during the forecast period (2022 – 2030). 

Constant modifications and customizations in services that can suit the education, advertisement, and IT and telecommunication industry, foster market growth. Additionally, the superior user experience offered by MVAS, optimized investments, and the demand for enhanced customer engagement boost the market size. 

Mobile Value-Added Services (MVAS) are services provided by mobile service providers in addition to their core voice communication services. These services may include short message services (SMS), multimedia messaging service (MMS), location-based services, gaming services, marketing services, and more. MVAS are designed to provide added value to the customers of mobile service providers, and to provide additional revenue streams for the providers.

Mobile Value-added Services Market – Segmentation 

The market report is segmented into types, products, stores, verticals, and regions. The type segment is bifurcated into short message service (SMS), voice, data, and other value-added services. The product segment is bifurcated into mobile games, mobile music, mobile wallet, mobile commerce, mobile advertising, email and IM, and others. 

The store segment is bifurcated into Google Play, App Store, and others. Similarly, the vertical segment is bifurcated into media & entertainment, IT & telecommunication, banking, healthcare, BFSI, retail, government, and others. The region segment is bifurcated into the Americas, Asia Pacific, MEA, Europe, and the Rest-of-the-World.

Mobile Value-Added Services (MVAS) Type Outlook:

Mobile Value-Added Services (MVAS) Product Outlook:

  • Mobile Games

  • Mobile Music

  • Mobile Wallet

  • Mobile Commerce

  • Mobile Advertising

  • Email and IM

Mobile Value-Added Services (MVAS) Store Outlook:

  • Google Play

  • App Store (iOS)

  • Others

 Mobile Value-Added Services (MVAS) Verticals Outlook:

  • BFSI

  • IT & Telecommunication

  • Media & Entertainment

  • Retail

  • Healthcare Government

  • others

Mobile Value-added Services Market – Regional Analysis

North America dominates the global mobile value-added services market. The presence of many MVAS providers offering enterprises/vertical services and advances in value-added telematics technologies drive the regional market growth. 

Besides, the rising uptake of various MVASs such as games, music, and mobile among mobile network subscribers increases the region’s market share. The US is the leading market for mobile value-added services in the region, mainly due to the well-established telecom sector. 

Mobile Value-added Services Market – Competitive Analysis 

The well-established MVAS market appears highly competitive due to the strong presence of large players. To gain a larger competitive advantage, market players incorporate collaboration, mergers & acquisitions, product launches, and expansion. These players also make substantial investments to drive innovations in services and new processes. 

Major Players:

Players leading the MVAS market include Singtel, PROTECH, MyRepublic Limited, InMobi Pte. Ltd., OnMobile Global Limited, Vodafone Group PLC, CALLUP, Stonehenge Telecom, Kongzhong Corporation, Streamwide SA, Comviva, Symsoft, TelcoVas, Sangoma Technologies, and Giesecke+Devrient Mobile Security GmbH, among others.

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Industry/ Innovation/ Related News 

Nov. 18, 2021 — DZS, a global leader in broadband connectivity platforms and communications software solutions, announced a strategic sourcing collaboration with Advanced Media Technologies/ AMT, Inc., a leading CATV and broadband electronic equipment value-added reseller.

The partnership would pave the way for communications service providers, MSOs, and enterprise customers proactively to manage the supply chain and ensure reliable and predictable sourcing in a full line of DZS leading-edge broadband connectivity solutions.


1.1. Market Attractiveness Analysis

1.1.1. Global Mobile Value-Added Services Market, By Type

1.1.2. Global Mobile Value-Added Services Market, By Product

1.1.3. Global Mobile Value-Added Services Market, By Store

1.1.4. Global Mobile Value-Added Services Market, By Verticals

1.1.5. Global Mobile Value-Added Services Market, By Region


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