Mobile Value Added Services Market

An important driver of market expansion is the growing use of mobile applications.

Smartphones are becoming increasingly necessary as digitalization and consumer technology adoption soar. A boom in the usage of Mobile Value-Added Services (MVAS)  via online channels is also beneficial for the growth of the market for mobile value-added services and increasing demand for smartphones. The telecom sector may now provide a range of value-added services that you can advertise to your clientele as brand-new commodities through a variety of channels thanks to technology advancements. Technology developments are expected to accompany the fifth generation, or 5G, which is still a developing technology in the worldwide telecoms industry.

With the implementation of 5G, millions of new, secure, and fast connections are envisaged. Due to the growing population and demand for smartphones, it is anticipated that the worldwide market for mobile value-added services will experience increased revenues due to the development of 5G technology. For instance, On June 30, 2021, Deutsche Telekom, Samsung, and Ericsson finished a 5G E2E network slicing experiment. At Deutsche Telekom's Bonn lab, the slicing trial was conducted using commercial Samsung S21 hardware coupled with a (VR) Virtual Reality headset.

The absence of guidelines and norms for the many market actors in Mobile Value-Added Services (MVAS)  may restrict users' capacity to use mobile value-added services. Given the fast advancement of technology and the introduction of new technologies, value-added service customers' data and information must be safeguarded. Lack of privacy is the biggest problem plaguing the industry for mobile value-added services. Lack of government efforts and inadequate consumer authentication capabilities for services requiring the exchange of sensitive data, such as payments, may limit the Mobile Value-Added Services (MVAS) market's growth.

Telecom operators and service providers worldwide provide a range of brand-new, cutting-edge, customized mobile applications and MVA services to cater to shifting customer requirements. The expanding market environment is characterized by rising Mobile Value-Added Services (MVAS) subscribers and smartphone users. The market for mobile value-added services is growing due to the need for customized services from both enterprises and consumers.

The rollout of 5G networks globally is poised to transform the landscape of the Global Mobile Value-Added Services (MVAS) Market Industry. With enhanced speed, lower latency, and increased connectivity, 5G technology enables the delivery of advanced MVAS such as augmented reality, virtual reality, and IoT applications. As 5G adoption accelerates, it is expected to unlock new revenue streams for service providers and enhance user experiences. The integration of 5G into mobile services could potentially drive market growth, with a compound annual growth rate (CAGR) of 14.61% projected from 2025 to 2035, further solidifying the MVAS market's position in the telecommunications sector.

The rapid expansion of the e-commerce sector significantly influences the Global Mobile Value-Added Services (MVAS) Market Industry. As more consumers turn to online shopping, the demand for mobile-optimized services, including personalized marketing, mobile loyalty programs, and in-app purchases, is on the rise. In 2024, the global e-commerce market is expected to reach approximately 5 trillion USD, creating a fertile ground for MVAS providers to innovate and cater to evolving consumer preferences. This growth in e-commerce not only enhances the utilization of mobile services but also drives revenue growth within the MVAS sector, contributing to the overall market valuation.

The Global Mobile Value-Added Services (MVAS) Market Industry is projected to witness substantial growth over the coming years. With a market valuation of 319.6 USD Billion in 2024, the industry is expected to expand significantly, reaching an estimated 1431.6 USD Billion by 2035. This growth trajectory indicates a compound annual growth rate (CAGR) of 14.61% from 2025 to 2035, reflecting the increasing adoption of mobile services across various sectors. The market's expansion is likely to be driven by technological advancements, changing consumer behaviors, and the continuous evolution of mobile service offerings, positioning MVAS as a critical component of the global telecommunications landscape.

The proliferation of smartphones globally serves as a primary driver for the Global Mobile Value-Added Services (MVAS) Market Industry. As of 2024, the number of smartphone users is projected to reach approximately 6.8 billion, which significantly enhances the accessibility of MVAS. This surge in smartphone adoption facilitates the integration of various value-added services, such as mobile payments, entertainment, and social networking. Consequently, the MVAS market is anticipated to expand, with a valuation of 319.6 USD Billion in 2024, reflecting the growing demand for innovative mobile solutions that cater to diverse consumer needs.

The integration of artificial intelligence (AI) technologies into mobile services is becoming a pivotal driver for the Global Mobile Value-Added Services (MVAS) Market Industry. AI enhances user experiences through personalized content, chatbots, and predictive analytics, enabling service providers to offer tailored solutions that meet consumer demands. As AI adoption increases, it is anticipated that MVAS providers will leverage these technologies to improve service delivery and customer engagement. This trend is likely to foster innovation within the MVAS sector, contributing to its growth trajectory as the market evolves to incorporate advanced technologies that enhance user interaction and satisfaction.

The Global Mobile Value-Added Services (MVAS) Market Industry is experiencing a notable shift towards mobile payment solutions, driven by consumer preferences for convenience and security. With the rise of digital wallets and contactless payment systems, the market is witnessing a substantial increase in transaction volumes. In 2024, mobile payment transactions are expected to surpass 1 trillion USD globally, indicating a robust growth trajectory. This trend is likely to continue, as more consumers embrace mobile payment options, thereby propelling the MVAS market forward. The anticipated growth in mobile payments is expected to contribute significantly to the overall market valuation, projected to reach 1431.6 USD Billion by 2035.

By Region, the study provides market insights into North America, Europe, Asia-Pacific and the Rest of the World. North America Mobile Value-Added Services (MVAS) market accounted for USD 110.58 billion in 2021 and is expected to exhibit a significant CAGR growth during the study period. North America now dominates the worldwide market for value-added services and will keep this position during the evaluation period. The Mobile Value-Added Services (MVAS) market in the area is driven by elements, including several MVAS providers offering services to organizations and vertical markets and advancements in value-added telematics technology.

Further, the major countries studied in the market report are The U.S., Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 4:  MOBILE VALUE-ADDED SERVICES (MVAS) MARKET SHARE BY REGION 2021 (%)

Source: Secondary Research, Primary Research, Market Research Future Database and Analyst Review

The second-largest market share in the world belongs to Europe. The Region has a subscriber base for mobile value-added services from several economic sectors. The market is expected to develop at a quick rate due to factors including the rising number of businesses and industry verticals using different mobile value-added services and the booming retail, BFSI, and IT and telecommunications sectors. . Further, the Germany Mobile Value-Added Services (MVAS) market held the largest market share. The UK Mobile Value-Added Services (MVAS) market was the fastest-growing European Region.

By 2030, Asia-Pacific is expected to control the worldwide market, and during the forecast period, it is expected to continue to develop at the quickest rate. The Asia-Pacific area has a large population of mobile phone users, and these devices are mostly utilized for entertainment purposes, including news, mobile banking, movies, and other forms of media. The market is anticipated to expand quickly due to various factors, including an increase in the number of companies and industry verticals employing different mobile value-added services and the Region's developing retail, e-commerce, IT, and telecommunications industries.

Major market players are investing a lot of money in R&D to expand their product portfolios, which will spur further market growth for Mobile Value-Added Services (MVAS) industry. With significant industry changes, including new product releases, contractual agreements, mergers and acquisitions, increased investments, and collaboration with other organizations, market participants are also undertaking various strategic activities to expand their presence. Mobile Value-Added Services (MVAS) industry competitors must provide affordable products to grow and remain in a market that is becoming more competitive.

Manufacturing locally to cut operational costs is one of the main business tactics used by the Mobile Value-Added Services (MVAS) industry to serve customers and increase the market sector. The Mobile Value-Added Services (MVAS) industry has recently given medicine some of the most important advantages. The Mobile Value-Added Services (MVAS) market major players such as Singtel, MyRepublic Limited, PROTECH, and InMobi Pte. Ltd, Vodafone Group PLC, On Mobile  Limited, CALLUP, Kongzhong Corporation, Stonehenge Telecom, Streamwide SA, Symsoft, Comviva, and others are working on expanding the market demand by investing in research and development activities.

Allot Ltd. is a leading innovator in network intelligence and security solutions for service providers and businesses worldwide.  deployment of Allot's solutions for network & application analytics, traffic shaping & control, network-based security services, and other uses enhances value for its clients.

Over 1000 businesses and over 500 mobile, fixed, and cloud service providers use multi-service platforms from Allot. Over 20 million customers worldwide now utilize its market-leading network-based security-as-a-service solution, which has over 50% penetration with some service providers.