The global mobile value-added services (MVAS) market was valued at USD 1,115.4 Billion in 2024 and is projected to reach USD 3,319.2 Billion by 2033, growing at a CAGR of 12.9% during the forecast period of 2025 to 2033. The market is driven by increasing smartphone adoption, expanding 4G/5G networks, demand for personalized experiences, and innovations in mobile technology. Asia-Pacific dominates the market with over 34.8% share. 

The Global Mobile Value-Added Services (MVAS) Market size is experiencing strong growth as mobile operators and digital service providers expand offerings beyond basic voice and data services. With rising smartphone penetration, improved network connectivity, and the widespread adoption of 4G and 5G technologies, MVAS solutions such as mobile entertainment, mobile banking, messaging, location-based services, and mobile commerce are becoming integral to the user experience. Increasing demand for personalized content, digital payments, and interactive platforms is further accelerating market expansion. Additionally, enterprises are leveraging MVAS for customer engagement, marketing, and productivity enhancement. As emerging markets continue to witness rapid digitalization and mobile user growth, the global MVAS market is expected to maintain a robust upward trajectory in the coming years.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

Mobile Value-Added Services (MVAS) Market Key Takeaways

• Current Market Size: USD 1,115.4 Billion in 2024
• CAGR: 12.9% (2025-2033)
• Forecast Period: 2025-2033
• Asia-Pacific leads the market with a share exceeding 34.8% in 2024.
• Rising smartphone penetration and 5G deployment are key market growth drivers.
• Enterprises hold approximately 53.8% of the end-user market share in 2024.
• Government sector contributes around 21.0% of the vertical market share in 2024.
• The United States has a significant share in North America (78.7%) driven by high smartphone and 5G coverage.

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Market Growth Factors

The mobile value-added services (MVAS) market growth is fueled by the rising adoption of smartphones and mobile devices. In 2024, the global smartphone industry recorded a 10% year-on-year growth, shipping 296.2 million units in Q1 alone. Smartphones serve as versatile platforms facilitating daily tasks and instant access to diverse information and services, supported by widespread availability of high-speed internet connectivity enabling seamless browsing, social media access, and communication. Users increasingly seek value beyond basic communication, embracing MVAS offerings that cater to entertainment, education, productivity, and health, thus positively influencing the market trajectory.

Increasing demand for personalized and convenient user experiences is prominently driving MVAS expansion. Reports indicate that 80% of customers are more likely to purchase when presented with customized experiences, which MVAS supports through tailored content recommendations, location-based services, and customized notifications. Real-time access to relevant information and services enhances consumer satisfaction and engagement. Providers continuously innovate to offer competitive, user-friendly, and customized solutions aligned with evolving consumer preferences, substantially accelerating market growth.

Innovations in mobile technology and connectivity significantly contribute to MVAS market growth. Industry leaders are advancing mobile technologies to reach a broad customer base worldwide, with 5G network adoption expected to reach 4.6 billion users by 2028, covering over half of all mobile device owners globally. The superior speed, reduced latency, and expanded network capacity of 5G facilitate the delivery of immersive, data-intensive applications such as augmented and virtual reality and HD video streaming. Enhanced connectivity enables businesses to offer more interactive and enhanced MVAS products, fostering improved user experiences and further stimulating market expansion.

Market Segmentation

By Solution:

• Short Messaging Service (SMS): Supports text message sharing with functionalities like two-factor authentication, transaction notifications, alerts, and campaign marketing. Widely adopted for its low cost, reliability irrespective of internet availability, and AI-driven automation enhancements.
• Multimedia Messaging Service (MMS)
• Location Based Services
• Mobile Email and IM
• Mobile Money
• Mobile Advertising
• Mobile Infotainment
• Others

By Device Type:

• Mobile Phone: Dominates due to widespread smartphone adoption, enhanced 4G/5G connectivity enabling mobile banking, entertainment, and enterprise communication.
• Tablet PC
• Laptop or Data-Card
• Others

By End-User:

• SMBs
• Enterprises: Lead with about 53.8% market share in 2024, leveraging MVAS for marketing, business communication, mobile payments, workforce management, and AI-powered analytics.

By Vertical:

• BFSI
• Media and Entertainment
• Healthcare
• Education
• Retail
• Government: Leads with around 21.0% share in 2024, deploying MVAS in e-governance, emergency alerts, public information, and citizen services.
• Telecom and IT
• Others

Regional Insights

Asia-Pacific dominates the MVAS market with over 34.8% share in 2024. Growth is propelled by a surge in small and medium-sized businesses relying on mobile platforms and mobile penetration. For example, India’s MSMEs are projected to grow from 6.3 crore to 7.5 crore at a CAGR of 2.5%. The region’s demand for innovative mobile business solutions, mobile commerce, and digital services drives the MVAS market expansion, supported by accelerating digital adoption and enhanced mobile connectivity.

Recent Developments & News

• December 2024: Ericsson secured a multi-billion-dollar deal with Bharti Airtel to deploy Open RAN and centralized RAN solutions, including 4G software upgrades.
• December 2024: Cellfie Mobile partnered with Vodafone Group to enhance digital services in Georgia’s growing telecom market.
• December 2024: Nokia extended its partnership with Iliad Group, continuing support for 3G/4G/5G networks with AirScale and cloud-native core solutions.
• November 2024: Cisco and NTT DATA expanded collaboration to deliver secure 5G connectivity solutions globally using eSIM technology.
• July 2024: Members Mobile teamed with MVNE i-new to launch a credit union mobile phone service.
• October 2024: Vodafone and Google deepened collaboration with a 10-year multi-billion-dollar deal focused on AI-powered devices and cloud services across Africa and Europe.

Key Players

• AT&T
• Alphabet Inc.
• Amazon.com Inc.
• Apple Inc.
• Baidu Inc.
• Comverse Technology Inc.
• Gaana.com
• Gemalto
• Google LLC
• InMobi
• Kongzhong Corp
• Mahindra Comviva
• Mobily
• One97 Communications Ltd.
• OnMobile
• Vodafone Group Plc

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