Global Mobile Value-Added Services Market Report, Size, Share & Trends Analysis

In today's fast-paced digital world, Mobile Value Added Services (VAS) have become a crucial component of the mobile industry, offering users enhanced functionalities beyond basic voice calls and text messaging. These services have revolutionized the way we interact with our mobile devices, providing us with a plethora of applications and features that cater to our daily needs and preferences.

Market Analysis and Size

The global mobile VAS market is experiencing rapid growth, driven by the collaborative efforts of market stakeholders and manufacturers who are continually innovating to offer new services. According to a research company, the market was valued at USD 655 billion in 2021 and is expected to reach USD 1133.85 billion by 2029, growing at a CAGR of 7.01% during the forecast period of 2022-2029. This impressive growth is fueled by the increasing demand for mobile applications and services that enhance user experience and provide added convenience.

Market Definition

Mobile Value Added Services (MVAS) are additional services provided by mobile service providers beyond basic voice communication. These include a wide range of services such as Short Message Service (SMS), Multimedia Messaging Service (MMS), mobile email & instant messaging (IM), mobile money, location-based services, mobile advertising, mobile infotainment, mobile games, mobile music, mobile wallet, and mobile commerce. These services enable users to utilize their smartphones and tablets for various non-voice purposes, making their mobile experience richer and more engaging.


Market Segmentation

Understanding the diverse segments within the VAS market is crucial for comprehending its full scope and potential.

By Solution

  1. Short Message Service (SMS)

  2. Multimedia Messaging Service (MMS)

  3. Location-Based Services

  4. Mobile Email & IM (Instant Messaging)

  5. Mobile Money

  6. Mobile Advertising

  7. Mobile Infotainment

  8. Mobile Games

  9. Mobile Music

  10. Mobile Wallet

  11. Mobile Commerce

By Industry Vertical

  1. BFSI (Banking, Financial Services, and Insurance)

  2. Education

  3. Government

  4. Healthcare

  5. Media and Entertainment

  6. Retail

  7. Telecom & IT

  8. Others

By End User

  1. Consumers

  2. Enterprises

By Store

  1. Google Play

  2. App Store (iOS)

  3. Others

Key Market Players

The VAS market is highly competitive, with numerous players striving to capture a larger market share. Some of the major players include:

  • AT&T Intellectual Property (U.S)

  • Alphabet Inc. (U.S)

  • Amazon.com Inc. (U.S)

  • Apple Inc. (U.S)

  • Baidu Inc. (China)

  • Comverse Technology Inc. (U.S)

  • Thales (Netherlands)

  • Google LLC (U.S)

  • InMobi (India)

  • Kongzhong Corp (China)

  • Comviva (India)

  • Mobily (Saudi Arabia)

  • Vodafone Group Plc (U.K)

Emerging players are also making significant strides in the market, introducing innovative services and expanding their reach.

Regional Analysis

North America

North America holds a commanding share of the global mobile VAS market, driven by the high demand for smartphones, cloud-based solutions, and rapid technological adoption. The rise of Internet of Things (IoT) applications is also a significant driver in this region.

Europe

Europe is another significant market, with countries like Germany, France, and the U.K. leading in the adoption of VAS. The region's robust telecom infrastructure and high smartphone penetration contribute to its market growth.

Asia-Pacific

Asia-Pacific, particularly countries like India and China, is experiencing rapid growth in the VAS market. The region's large population, economic growth, and increasing smartphone usage are key factors driving this growth.

Middle East & Africa

The Middle East & Africa region is gradually catching up, with rising investments in telecom infrastructure and increasing smartphone penetration.

South America

South America is also witnessing growth in the VAS market, driven by the expanding telecom industry and the increasing use of mobile applications.


Market Dynamics

Drivers

  1. Increasing Smartphone Penetration

    • The global adoption of smartphones is a major growth driver for the VAS market. Smartphones enable users to access various applications and services, enhancing their mobile experience.

  2. Growing Importance of Social Media Platforms

    • Social media platforms play a crucial role in driving the demand for mobile VAS. Users frequently access social media through their mobile devices, increasing the need for value-added services.

Opportunities

  1. Impact of 5G and Cloud-Based Gaming

    • The advent of 5G technology and the rise of cloud-based gaming present significant opportunities for the VAS market. These technologies enable faster and more reliable services, enhancing the user experience.

  2. Digitization in Various Industries

    • The ongoing digitization across industries opens up new opportunities for businesses to offer innovative VAS, driving market growth.

Restraints

  1. Privacy Concerns

    • Privacy issues remain a significant challenge in the VAS market. Ensuring the security of user data is crucial for maintaining consumer trust.

  2. Regulatory Challenges

    • The regulatory environment for mobile VAS varies across regions, posing challenges for market players in terms of compliance and service provision.

Impact of COVID-19

The COVID-19 pandemic has accelerated the digitization and remote activities of many corporations, increasing the demand for mobile VAS. Investments in digital communications infrastructure have grown, and MVAS have played a crucial role in facilitating real-time public health notifications and remote services.

Recent Developments

  1. Deutsche Telekom and 5G Network Slicing

    • Deutsche Telekom, Samsung, and Ericsson successfully completed a 5G end-to-end (E2E) network slicing pilot, enhancing the capabilities of 5G networks.

  2. Verizon Communications' Acquisition of Senion AB

    • Verizon acquired Senion AB, an indoor positioning platform, to enhance its location-based service offerings.

  3. InMobi's Partnership with Trade Desk

    • InMobi partnered with Trade Desk to enable brands to evaluate the impact of their digital media campaigns more effectively.

Future Outlook

The future of the mobile VAS market looks promising, with continued innovation and technological advancements driving growth. Key trends to watch include the rise of 5G, increased adoption of cloud-based services, and the growing importance of digital transformation across industries.
Location: India

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