Summary

The Global Mobile Value Added Services (MVAS) Market is valued approximately at USD 376.16 billion in 2024 and is anticipated to grow with a robust CAGR of 14.30% over the forecast period 2025-2035. Mobile Value Added Services have evolved from being peripheral extras into core business enablers that not only enhance user engagement but also open diversified revenue streams for operators, content providers, and developers. Fueled by the rapid proliferation of smartphones and the relentless rollout of high-speed mobile networks, MVAS now embodies a confluence of entertainment, utility, and commerce—reshaping how consumers interact with their devices daily. These services are no longer mere add-ons; they are woven into the fabric of mobile experience, enabling everything from streaming music, gaming, and personalized messaging to mobile banking and contextual marketing.
As digital lifestyles continue to dominate consumer behavior, the convergence of AI, IoT, and edge computing is propelling MVAS into a new era of contextual relevance and personalization. The rise of mobile commerce, app-based financial services, and gamified user interfaces are transforming user expectations, while subscription-based revenue models are redefining monetization strategies across app ecosystems. Notably, segments like mobile advertising and mobile wallets are gaining explosive traction, driven by the demand for real-time, location-aware services. Enterprises, especially in retail and BFSI, are leveraging these platforms for customer acquisition, loyalty management, and precision marketing. Additionally, the continuous innovation in mobile entertainment—including AR games and interactive media—is creating a paradigm shift in content consumption.
Geographically, North America holds a commanding position in the Mobile VAS market owing to its advanced telecom infrastructure, high smartphone penetration, and mature digital payment ecosystem. The region’s early adoption of 5G and emphasis on data privacy have further bolstered MVAS growth. Meanwhile, Asia Pacific is emerging as the fastest-growing region, underpinned by rapid urbanization, surging mobile subscriber base, and growing middle-class demographics. Countries like India and China are spearheading this expansion, supported by low-cost data plans, government-backed digital initiatives, and a thriving app developer community. Europe continues to grow steadily, benefitting from regulatory support for mobile payments and increased demand for multilingual and localized content offerings across media and entertainment verticals.
Major market player included in this report are:
• Vodafone Group plc
• Bharti Airtel Limited
• Huawei Technologies Co., Ltd.
• AT&T Inc.
• Tencent Holdings Limited
• Telefonica S.A.
• Apple Inc.
• Google LLC
• Verizon Communications Inc.
• Samsung Electronics Co., Ltd.
• Reliance Jio Infocomm Limited
• Amazon.com, Inc.
• Orange S.A.
• China Mobile Communications Corporation
• Deutsche Telekom AG
Global Mobile Value Added Services Market Report Scope:
• Historical Data – 2023, 2024
• Base Year for Estimation – 2024
• Forecast period – 2025-2035
• Report Coverage – Revenue forecast, Company Ranking, Competitive Landscape, Growth factors, and Trends
• Regional Scope – North America; Europe; Asia Pacific; Latin America; Middle East & Africa
• Customization Scope – Free report customization (equivalent up to 8 analysts’ working hours) with purchase. Addition or alteration to country, regional & segment scope*
The objective of the study is to define market sizes of different segments & countries in recent years and to forecast the values for the coming years. The report is designed to incorporate both qualitative and quantitative aspects of the industry within the countries involved in the study. The report also provides detailed information about crucial aspects, such as driving factors and challenges, which will define the future growth of the market. Additionally, it incorporates potential opportunities in micro-markets for stakeholders to invest, along with a detailed analysis of the competitive landscape and product offerings of key players. The detailed segments and sub-segments of the market are explained below:
By Type:
• Short Message Service (SMS)
• Voice
• Data
• Value-Added Services (VAS)
By Product:
• Mobile Games
• Mobile Music
• Mobile Wallet
• Mobile Commerce
• Mobile Advertising
• Email and IM
• Others
By Store:
• Google Play
• App Store (iOS)
• Others
By Verticals:
• BFSI
• IT & Telecommunication
• Media & Entertainment
• Retail
• Healthcare
• Government
• Others
By Region:
North America
• U.S.
• Canada
Europe
• UK
• Germany
• France
• Spain
• Italy
• Rest of Europe
Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• Rest of Asia Pacific
Latin America
• Brazil
• Mexico
Middle East & Africa
• UAE
• Saudi Arabia
• South Africa
• Rest of Middle East & Africa
Key Takeaways:
• Market Estimates & Forecast for 10 years from 2025 to 2035.
• Annualized revenues and regional level analysis for each market segment.
• Detailed analysis of geographical landscape with Country level analysis of major regions.
• Competitive landscape with information on major players in the market.
• Analysis of key business strategies and recommendations on future market approach.
• Analysis of competitive structure of the market.
• Demand side and supply side analysis of the market.

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Table of Contents

Table of Contents

Chapter 1. Global Mobile Value Added Services Market Report Scope & Methodology
1.1. Research Objective
1.2. Research Methodology
 1.2.1. Forecast Model
 1.2.2. Desk Research
 1.2.3. Top Down and Bottom-Up Approach
1.3. Research Attributes
1.4. Scope of the Study
 1.4.1. Market Definition
 1.4.2. Market Segmentation
1.5. Research Assumption
 1.5.1. Inclusion & Exclusion
 1.5.2. Limitations
 1.5.3. Years Considered for the Study
Chapter 2. Executive Summary
2.1. CEO/CXO Standpoint
2.2. Strategic Insights
2.3. ESG Analysis
2.4. Key Findings
Chapter 3. Global Mobile Value Added Services Market Forces Analysis
3.1. Market Forces Shaping The Global Mobile Value Added Services Market (2024-2035)
3.2. Drivers
 3.2.1. Rapid Proliferation of Smartphones and High-Speed Networks
 3.2.2. Surge in Demand for Digital Entertainment and Mobile Commerce
3.3. Restraints
 3.3.1. Data Privacy and Security Concerns
 3.3.2. Fragmented Regulatory Landscapes Across Regions
3.4. Opportunities
 3.4.1. Integration of AI/IoT for Enhanced Personalization
 3.4.2. Rising Adoption of Subscription-Based MVAS Models
Chapter 4. Global Mobile Value Added Services Industry Analysis
4.1. Porter’s 5 Forces Model
 4.1.1. Bargaining Power of Buyer
 4.1.2. Bargaining Power of Supplier
 4.1.3. Threat of New Entrants
 4.1.4. Threat of Substitutes
 4.1.5. Competitive Rivalry
4.2. Porter’s 5 Force Forecast Model (2024-2035)
4.3. PESTEL Analysis
 4.3.1. Political
 4.3.2. Economical
 4.3.3. Social
 4.3.4. Technological
 4.3.5. Environmental
 4.3.6. Legal
4.4. Top Investment Opportunities
4.5. Top Winning Strategies (2025)
4.6. Market Share Analysis (2024-2025)
4.7. Global Pricing Analysis and Trends 2025
4.8. Analyst Recommendation & Conclusion
Chapter 5. Global Mobile Value Added Services Market Size & Forecasts by Type 2025-2035
5.1. Market Overview
5.2. Global Mobile Value Added Services Market Performance – Potential Analysis (2025)
5.3. Short Message Service (SMS)
 5.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 5.3.2. Market Size Analysis, by Region, 2025-2035
5.4. Voice
 5.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 5.4.2. Market Size Analysis, by Region, 2025-2035
5.5. Data
 5.5.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 5.5.2. Market Size Analysis, by Region, 2025-2035
5.6. Value-Added Services (VAS)
 5.6.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 5.6.2. Market Size Analysis, by Region, 2025-2035
Chapter 6. Global Mobile Value Added Services Market Size & Forecasts by Product 2025-2035
6.1. Market Overview
6.2. Global Mobile Value Added Services Market Performance – Potential Analysis (2025)
6.3. Mobile Games
 6.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.3.2. Market Size Analysis, by Region, 2025-2035
6.4. Mobile Music
 6.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.4.2. Market Size Analysis, by Region, 2025-2035
6.5. Mobile Wallet
 6.5.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.5.2. Market Size Analysis, by Region, 2025-2035
6.6. Mobile Commerce
 6.6.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.6.2. Market Size Analysis, by Region, 2025-2035
6.7. Mobile Advertising
 6.7.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.7.2. Market Size Analysis, by Region, 2025-2035
6.8. Email and IM
 6.8.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.8.2. Market Size Analysis, by Region, 2025-2035
6.9. Others
 6.9.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 6.9.2. Market Size Analysis, by Region, 2025-2035
Chapter 7. Global Mobile Value Added Services Market Size & Forecasts by Store 2025-2035
7.1. Market Overview
7.2. Global Mobile Value Added Services Market Performance – Potential Analysis (2025)
7.3. Google Play
 7.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 7.3.2. Market Size Analysis, by Region, 2025-2035
7.4. App Store (iOS)
 7.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 7.4.2. Market Size Analysis, by Region, 2025-2035
7.5. Others
 7.5.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 7.5.2. Market Size Analysis, by Region, 2025-2035
Chapter 8. Global Mobile Value Added Services Market Size & Forecasts by Verticals 2025-2035
8.1. Market Overview
8.2. Global Mobile Value Added Services Market Performance – Potential Analysis (2025)
8.3. BFSI
 8.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.3.2. Market Size Analysis, by Region, 2025-2035
8.4. IT & Telecommunication
 8.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.4.2. Market Size Analysis, by Region, 2025-2035
8.5. Media & Entertainment
 8.5.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.5.2. Market Size Analysis, by Region, 2025-2035
8.6. Retail
 8.6.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.6.2. Market Size Analysis, by Region, 2025-2035
8.7. Healthcare
 8.7.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.7.2. Market Size Analysis, by Region, 2025-2035
8.8. Government
 8.8.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.8.2. Market Size Analysis, by Region, 2025-2035
8.9. Others
 8.9.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
 8.9.2. Market Size Analysis, by Region, 2025-2035
Chapter 9. Global Mobile Value Added Services Market Size & Forecasts by Region 2025-2035
9.1. Mobile Value Added Services Market, Regional Market Snapshot
9.2. Top Leading & Emerging Countries
9.3. North America Mobile Value Added Services Market
 9.3.1. U.S. Mobile Value Added Services Market
  9.3.1.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.3.1.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.3.2. Canada Mobile Value Added Services Market
  9.3.2.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.3.2.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
9.4. Europe Mobile Value Added Services Market
 9.4.1. UK Mobile Value Added Services Market
  9.4.1.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.1.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.4.2. Germany Mobile Value Added Services Market
  9.4.2.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.2.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.4.3. France Mobile Value Added Services Market
  9.4.3.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.3.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.4.4. Spain Mobile Value Added Services Market
  9.4.4.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.4.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.4.5. Italy Mobile Value Added Services Market
  9.4.5.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.5.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.4.6. Rest of Europe Mobile Value Added Services Market
  9.4.6.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.4.6.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
9.5. Asia Pacific Mobile Value Added Services Market
 9.5.1. China Mobile Value Added Services Market
  9.5.1.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.1.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.5.2. India Mobile Value Added Services Market
  9.5.2.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.2.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.5.3. Japan Mobile Value Added Services Market
  9.5.3.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.3.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.5.4. Australia Mobile Value Added Services Market
  9.5.4.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.4.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.5.5. South Korea Mobile Value Added Services Market
  9.5.5.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.5.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.5.6. Rest of Asia Pacific Mobile Value Added Services Market
  9.5.6.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.5.6.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
9.6. Latin America Mobile Value Added Services Market
 9.6.1. Brazil Mobile Value Added Services Market
  9.6.1.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.6.1.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.6.2. Mexico Mobile Value Added Services Market
  9.6.2.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.6.2.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
9.7. Middle East & Africa Mobile Value Added Services Market
 9.7.1. UAE Mobile Value Added Services Market
  9.7.1.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.7.1.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.7.2. Saudi Arabia Mobile Value Added Services Market
  9.7.2.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.7.2.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.7.3. South Africa Mobile Value Added Services Market
  9.7.3.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.7.3.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
 9.7.4. Rest of Middle East & Africa Mobile Value Added Services Market
  9.7.4.1. Type & Product Breakdown Size & Forecasts, 2025-2035
  9.7.4.2. Store & Verticals Breakdown Size & Forecasts, 2025-2035
Chapter 10. Competitive Intelligence
10.1. Top Market Strategies
10.2. Vodafone Group plc
 10.2.1. Company Overview
 10.2.2. Key Executives
 10.2.3. Company Snapshot
 10.2.4. Financial Performance (Subject to Data Availability)
 10.2.5. Product/Services Port
 10.2.6. Recent Development
 10.2.7. Market Strategies
 10.2.8. SWOT Analysis
10.3. Bharti Airtel Limited
10.4. Huawei Technologies Co., Ltd.
10.5. AT&T Inc.
10.6. Tencent Holdings Limited
10.7. Telefonica S.A.
10.8. Apple Inc.
10.9. Google LLC
10.10. Verizon Communications Inc.
10.11. Samsung Electronics Co., Ltd.
10.12. Reliance Jio Infocomm Limited
10.13. Amazon.com, Inc.
10.14. Orange S.A.
10.15. China Mobile Communications Corporation
10.16. Deutsche Telekom AG