Mobile Value Added Services Market Size and Outlook 2030

Report Description

Forecast Period	2026-2030
Market Size (2024)	USD 673.00 Billion
CAGR (2025-2030)	15.70%
Fastest Growing Segment	SMB
Largest Market	North America
Market Size (2030)	USD 1614.42 Billion

Market Overview

The Global Mobile Value Added Services Market, valued at USD 673.00 Billion in 2024, is projected to experience a CAGR of 15.70% to reach USD 1614.42 Billion by 2030. Mobile Value Added Services (MVAS) are non-core offerings from mobile network operators that enhance device utility beyond basic voice and messaging, including digital content, financial transactions, and location-based functionalities. Market growth is driven by increasing global smartphone penetration, expanding mobile internet accessibility, and consumer demand for diverse digital experiences. According to GSMA, by the end of 2023, 5.6 billion people globally subscribed to a mobile service, with mobile technologies and services contributing $5.7 trillion of economic value added to the global economy.

The deployment of advanced network infrastructure, particularly 5G, further supports MVAS innovation. According to GSMA Intelligence, 5G connections reached 1.6 billion globally at the end of 2023, facilitating enhanced service delivery. Nevertheless, regulatory complexities, especially concerning data privacy and security, represent a substantial impediment to sustained market expansion and consumer trust.

Key Market Drivers

Widespread smartphone adoption profoundly impacts the Global Mobile Value Added Services Market by providing the essential user interface for consuming digital offerings. As smartphones become ubiquitous, they directly expand the addressable market for various MVAS, including mobile applications, digital content streaming, and social networking platforms. According to GSMA, in February 2024, The Mobile Economy 2024 report, 76% of the global population owned a smartphone, signifying a vast and accessible user base ready to engage with enhanced mobile functionalities. This high penetration facilitates the seamless delivery of diverse services, making mobile devices central to daily digital interactions and transactions.

Concurrently, advancements in mobile network technologies, particularly 4G and 5G, serve as critical enablers for the growth of sophisticated MVAS. These technologies provide the necessary infrastructure for high-speed data transfer, reduced latency, and increased network capacity, which are vital for resource-intensive services like high-definition video streaming, real-time gaming, and augmented reality applications. According to Ericsson, in November 2023, the Ericsson Mobility Report, global 5G subscriptions reached 1.6 billion, demonstrating the rapid deployment and adoption of these advanced networks. This technological evolution directly enhances user experience and enables service providers to innovate with new offerings that demand robust connectivity. The ongoing surge in data consumption further underscores this trend; according to Ericsson, in November 2023, the Ericsson Mobility Report, global average monthly data usage per smartphone exceeded 20 GB, reflecting strong consumer engagement with data-intensive MVAS.

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Key Market Challenges

Regulatory complexities, particularly those pertaining to data privacy and security, present a substantial impediment to the growth of the Global Mobile Value Added Services Market. The fragmented and evolving nature of regulations across different jurisdictions creates significant compliance challenges for service providers, leading to increased operational costs and potential delays in service deployment. Such an environment can stifle innovation as companies prioritize navigating complex legal landscapes over developing new offerings.

Furthermore, these regulatory uncertainties directly impact consumer trust, which is fundamental for the widespread adoption of MVAS. Concerns over how personal data is collected, used, and secured can deter users from engaging with services that require access to sensitive information. According to GSMA Intelligence's Consumers in Focus survey, in 2023, nine out of ten global consumers expressed concern over smartphone data security and privacy. This widespread apprehension leads to a reluctance among users to subscribe to or actively use various MVAS, thereby directly hindering market expansion and limiting revenue potential for operators and service providers.

Key Market Trends

Two significant trends shaping the Global Mobile Value Added Services Market are AI-driven personalization and service automation and ubiquitous mobile commerce and digital wallet adoption.

AI-driven personalization and service automation revolutionizes MVAS by offering tailored experiences and streamlining operational processes. Artificial intelligence enables platforms to understand user behavior, delivering highly relevant content and proactive customer support. According to GSMA Intelligence in Q1 2025, 63% of operators prioritized AI investment in upskilling, indicating a strong industry focus on integrating advanced intelligent capabilities. This trend enhances customer satisfaction through intelligent chatbots and predictive analytics, automating tasks that were previously manual. For instance, according to Vodafone, in October 2024, its AI-powered virtual assistant TOBi was handling nearly 45 million customer calls monthly, with 70% of digital inquiries resolved fully by the assistant.

Ubiquitous mobile commerce and digital wallet adoption signify a widespread shift towards mobile devices for financial transactions. This trend provides users with convenient and secure methods for payments, fund transfers, and access to various financial services, driving increased engagement with MVAS. According to the GSMA Mobile Money Programme in 2025, mobile money processed approximately 108 billion transactions in 2024, totaling over $1.68 trillion, demonstrating substantial growth in mobile-based financial interactions. This pervasive adoption of digital wallets is further augmented by developments that integrate diverse financial offerings. According to Mastercard, in December 2024, real-time payment systems had become available in over 100 countries, facilitating faster and more seamless transactions globally.

Segmental Insights

The Small and Medium-sized Businesses (SMBs) segment is emerging as the fastest-growing sector within the Global Mobile Value Added Services Market. This accelerated growth is primarily attributed to the inherent flexibility and scalability of mobile value-added services, which enable SMBs to implement advanced technologies without substantial initial infrastructure investments. As SMBs increasingly engage in digital transformation initiatives, their demand for tailored mobile commerce, messaging, and various digital solutions rises significantly. These services offer cost-effective pathways for business optimization, allowing SMBs to enhance customer engagement and manage operations efficiently by leveraging mobile technology.

Regional Insights

North America leads the global Mobile Value Added Services (MVAS) market, primarily driven by its advanced digital infrastructure, high smartphone penetration, and strong consumer demand for innovative mobile services. The region benefits from the widespread adoption of 4G and 5G networks, enabling faster and more reliable mobile communication which supports a diverse range of MVAS applications, including digital entertainment, mobile banking, and e-commerce. Additionally, North America's market dominance is supported by early adoption of new technologies like artificial intelligence and augmented reality, alongside a robust regulatory environment that fosters data security and user privacy, encouraging secure mobile transactions and authentication solutions. These factors collectively create a fertile ground for MVAS innovation and growth. North America holds a leading position in the global Mobile Value Added Services (MVAS) market, primarily due to its sophisticated digital infrastructure and a high rate of smartphone adoption among consumers. The region benefits significantly from the pervasive deployment of advanced 4G and 5G network technologies, which facilitate the seamless delivery of diverse mobile value-added services such as digital entertainment, mobile banking, and e-commerce platforms. Furthermore, North America's market leadership is underpinned by its early embrace of emerging technologies, including artificial intelligence and augmented reality, integrated into next-generation MVAS solutions. This environment, coupled with a well-established regulatory framework promoting data security and user privacy, encourages sustained innovation and consumer trust in mobile transactions.

Recent Developments

In June 2025, Infobip, a global communications platform, became the first company to launch Rich Communication Services (RCS) messaging across the four major U.S. telecom carriers. This product launch enables businesses utilizing these carriers to deliver interactive and engaging mobile content to customers through RCS messaging. The initiative sets a new benchmark for mobile messaging by offering a more versatile and feature-rich experience, significantly enhancing customer engagement within the Global Mobile Value Added Services Market.

In February 2025, Axyom.Core announced a collaboration with Cirrus Core Networks. Through this partnership, Cirrus Core Networks will integrate Axyom.Core’s technology, enabling mobile virtual network operators (MVNOs) to enhance their offerings. This initiative allows MVNOs to provide differentiated subscriber packages and Internet of Things (IoT) services, along with advanced service offerings. This collaboration directly contributes to the expansion and diversification of the Global Mobile Value Added Services Market.

In September 2024, Ericsson, alongside major global telecom operators including América Móvil, AT&T, Bharti Airtel, Deutsche Telekom, Orange, Reliance Jio, Singtel, Telefonica, Telstra, T-Mobile, Verizon, and Vodafone, announced a new venture. This collaboration focuses on combining and selling network Application Programming Interfaces (APIs) on a global scale. The initiative is designed to foster innovation in digital services by making advanced network capabilities more accessible to developers, thereby stimulating new use cases within the Global Mobile Value Added Services Market.

In May 2024, Mediacom Communications began rolling out its anticipated mobile service across its 22-state service area. This new product launch in the Global Mobile Value Added Services Market saw Mediacom Mobile developed in partnership with Reach, a mobile virtual network enabler. The service initially launched for existing home broadband, home phone, or pay-TV customers, indicating an expansion of bundled mobile value-added offerings. This strategic move aimed to provide additional mobile connectivity options to its customer base.

Key Market Players

AT&T Inc
Vodafone Group Plc
Bharti Airtel Limited
China Mobile Limited
Alphabet Inc.
Apple Inc.
Tencent Holdings Limited
Netflix Inc.
Spotify Technology S.A.
OnMobile Global Limited

By Solution	By End User	By Vertical	By Region
Short Messaging Service (SMS) Multimedia Messaging Service (MMS) Location Based Services Mobile Email & IM Mobile Money Mobile Advertising Mobile Infotainment Others	SMB Large Enterprises	Media and Entertainment Healthcare Education Retail Government Telecom & IT Others	North America Europe South America Middle East & Africa Asia Pacific

Report Scope:

In this report, the Global Mobile Value Added Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Mobile Value Added Services Market, By Solution:

o Short Messaging Service (SMS)

o Multimedia Messaging Service (MMS)

o Location Based Services

o Mobile Email & IM

o Mobile Money

o Mobile Advertising

o Mobile Infotainment

o Others

Mobile Value Added Services Market, By End User:

o SMB

o Large Enterprises

Mobile Value Added Services Market, By Vertical:

o Media and Entertainment

o Healthcare

o Education

o Retail

o Government

o Telecom & IT

o Others

Mobile Value Added Services Market, By Region:

o North America

§ United States

§ Canada

§ Mexico

o Europe

§ France

§ United Kingdom

§ Italy

§ Germany

§ Spain

o South America

§ Brazil

§ Argentina

§ Colombia

o Middle East & Africa

§ South Africa

§ Saudi Arabia

§ UAE

o Asia Pacific

§ China

§ India

§ Japan

§ Australia

§ South Korea

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Mobile Value Added Services Market.

Available Customizations:

Global Mobile Value Added Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

Global Mobile Value Added Services Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Product Overview

1.1. Market Definition

1.2. Scope of the Market

1.2.1. Markets Covered

1.2.2. Years Considered for Study

1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market

3.2. Overview of Key Market Segmentations

3.3. Overview of Key Market Players

3.4. Overview of Key Regions/Countries

3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mobile Value Added Services Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Solution (Short Messaging Service (SMS), Multimedia Messaging Service (MMS), Location Based Services, Mobile Email & IM, Mobile Money, Mobile Advertising, Mobile Infotainment, Others)

5.2.2. By End User (SMB, Large Enterprises)

5.2.3. By Vertical (Media and Entertainment, Healthcare, Education, Retail, Government, Telecom & IT, Others)

5.2.4. By Region

5.2.5. By Company (2024)

5.3. Market Map

6. North America Mobile Value Added Services Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Solution

6.2.2. By End User

6.2.3. By Vertical

6.2.4. By Country

6.3. North America: Country Analysis

6.3.1. United States Mobile Value Added Services Market Outlook

6.3.1.1. Market Size & Forecast

6.3.1.1.1. By Value

6.3.1.2. Market Share & Forecast

6.3.1.2.1. By Solution

6.3.1.2.2. By End User

6.3.1.2.3. By Vertical

6.3.2. Canada Mobile Value Added Services Market Outlook

6.3.2.1. Market Size & Forecast

6.3.2.1.1. By Value

6.3.2.2. Market Share & Forecast

6.3.2.2.1. By Solution

6.3.2.2.2. By End User

6.3.2.2.3. By Vertical

6.3.3. Mexico Mobile Value Added Services Market Outlook

6.3.3.1. Market Size & Forecast

6.3.3.1.1. By Value

6.3.3.2. Market Share & Forecast

6.3.3.2.1. By Solution

6.3.3.2.2. By End User

6.3.3.2.3. By Vertical

7. Europe Mobile Value Added Services Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Solution

7.2.2. By End User

7.2.3. By Vertical

7.2.4. By Country

7.3. Europe: Country Analysis

7.3.1. Germany Mobile Value Added Services Market Outlook

7.3.1.1. Market Size & Forecast

7.3.1.1.1. By Value

7.3.1.2. Market Share & Forecast

7.3.1.2.1. By Solution

7.3.1.2.2. By End User

7.3.1.2.3. By Vertical

7.3.2. France Mobile Value Added Services Market Outlook

7.3.2.1. Market Size & Forecast

7.3.2.1.1. By Value

7.3.2.2. Market Share & Forecast

7.3.2.2.1. By Solution

7.3.2.2.2. By End User

7.3.2.2.3. By Vertical

7.3.3. United Kingdom Mobile Value Added Services Market Outlook

7.3.3.1. Market Size & Forecast

7.3.3.1.1. By Value

7.3.3.2. Market Share & Forecast

7.3.3.2.1. By Solution

7.3.3.2.2. By End User

7.3.3.2.3. By Vertical

7.3.4. Italy Mobile Value Added Services Market Outlook

7.3.4.1. Market Size & Forecast

7.3.4.1.1. By Value

7.3.4.2. Market Share & Forecast

7.3.4.2.1. By Solution

7.3.4.2.2. By End User

7.3.4.2.3. By Vertical

7.3.5. Spain Mobile Value Added Services Market Outlook

7.3.5.1. Market Size & Forecast

7.3.5.1.1. By Value

7.3.5.2. Market Share & Forecast

7.3.5.2.1. By Solution

7.3.5.2.2. By End User

7.3.5.2.3. By Vertical

8. Asia Pacific Mobile Value Added Services Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Solution

8.2.2. By End User

8.2.3. By Vertical

8.2.4. By Country

8.3. Asia Pacific: Country Analysis

8.3.1. China Mobile Value Added Services Market Outlook

8.3.1.1. Market Size & Forecast

8.3.1.1.1. By Value

8.3.1.2. Market Share & Forecast

8.3.1.2.1. By Solution

8.3.1.2.2. By End User

8.3.1.2.3. By Vertical

8.3.2. India Mobile Value Added Services Market Outlook

8.3.2.1. Market Size & Forecast

8.3.2.1.1. By Value

8.3.2.2. Market Share & Forecast

8.3.2.2.1. By Solution

8.3.2.2.2. By End User

8.3.2.2.3. By Vertical

8.3.3. Japan Mobile Value Added Services Market Outlook

8.3.3.1. Market Size & Forecast

8.3.3.1.1. By Value

8.3.3.2. Market Share & Forecast

8.3.3.2.1. By Solution

8.3.3.2.2. By End User

8.3.3.2.3. By Vertical

8.3.4. South Korea Mobile Value Added Services Market Outlook

8.3.4.1. Market Size & Forecast

8.3.4.1.1. By Value

8.3.4.2. Market Share & Forecast

8.3.4.2.1. By Solution

8.3.4.2.2. By End User

8.3.4.2.3. By Vertical

8.3.5. Australia Mobile Value Added Services Market Outlook

8.3.5.1. Market Size & Forecast

8.3.5.1.1. By Value

8.3.5.2. Market Share & Forecast

8.3.5.2.1. By Solution

8.3.5.2.2. By End User

8.3.5.2.3. By Vertical

9. Middle East & Africa Mobile Value Added Services Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Solution

9.2.2. By End User

9.2.3. By Vertical

9.2.4. By Country

9.3. Middle East & Africa: Country Analysis

9.3.1. Saudi Arabia Mobile Value Added Services Market Outlook

9.3.1.1. Market Size & Forecast

9.3.1.1.1. By Value

9.3.1.2. Market Share & Forecast

9.3.1.2.1. By Solution

9.3.1.2.2. By End User

9.3.1.2.3. By Vertical

9.3.2. UAE Mobile Value Added Services Market Outlook

9.3.2.1. Market Size & Forecast

9.3.2.1.1. By Value

9.3.2.2. Market Share & Forecast

9.3.2.2.1. By Solution

9.3.2.2.2. By End User

9.3.2.2.3. By Vertical

9.3.3. South Africa Mobile Value Added Services Market Outlook

9.3.3.1. Market Size & Forecast

9.3.3.1.1. By Value

9.3.3.2. Market Share & Forecast

9.3.3.2.1. By Solution

9.3.3.2.2. By End User

9.3.3.2.3. By Vertical

10. South America Mobile Value Added Services Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Solution

10.2.2. By End User

10.2.3. By Vertical

10.2.4. By Country

10.3. South America: Country Analysis

10.3.1. Brazil Mobile Value Added Services Market Outlook

10.3.1.1. Market Size & Forecast

10.3.1.1.1. By Value

10.3.1.2. Market Share & Forecast

10.3.1.2.1. By Solution

10.3.1.2.2. By End User

10.3.1.2.3. By Vertical

10.3.2. Colombia Mobile Value Added Services Market Outlook

10.3.2.1. Market Size & Forecast

10.3.2.1.1. By Value

10.3.2.2. Market Share & Forecast

10.3.2.2.1. By Solution

10.3.2.2.2. By End User

10.3.2.2.3. By Vertical

10.3.3. Argentina Mobile Value Added Services Market Outlook

10.3.3.1. Market Size & Forecast

10.3.3.1.1. By Value

10.3.3.2. Market Share & Forecast

10.3.3.2.1. By Solution

10.3.3.2.2. By End User

10.3.3.2.3. By Vertical

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)

12.2. Product Launches (If Any)

12.3. Recent Developments

13. Global Mobile Value Added Services Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry

14.2. Potential of New Entrants

14.3. Power of Suppliers

14.4. Power of Customers

14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. AT&T Inc

15.1.1. Business Overview

15.1.2. Products & Services

15.1.3. Recent Developments

15.1.4. Key Personnel

15.1.5. SWOT Analysis

15.2. Vodafone Group Plc

15.3. Bharti Airtel Limited

15.4. China Mobile Limited

15.5. Alphabet Inc.

15.6. Apple Inc.

15.7. Tencent Holdings Limited

15.8. Netflix Inc.

15.9. Spotify Technology S.A.

15.10. OnMobile Global Limited

16. Strategic Recommendations

17. About Us & Disclaimer

Report Description

Table of content

Figures and Tables

Frequently asked questions

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