Summary

Market definition and Overview
The Global Mobile Value Added Services (MVAS) Market is valued approximately at USD 1134.13 billion in 2024 and is anticipated to grow with a CAGR of more than 14.70% over the forecast period 2025-2035. Mobile value-added services represent a dynamic layer of offerings that extend beyond the core voice and data functions of telecommunications, enabling telecom operators and service providers to differentiate themselves in competitive landscapes. These services, spanning SMS, MMS, mobile banking, entertainment, and infotainment solutions, have become instrumental in driving customer engagement, unlocking new revenue streams, and shaping the evolution of digital ecosystems. The proliferation of smartphones, widespread mobile internet adoption, and the surging demand for personalized and content-driven services are collectively propelling the expansion of MVAS globally.
The acceleration of digital transformation across industries has led to exponential adoption of MVAS as enterprises and governments increasingly integrate mobile solutions into financial inclusion programs, citizen engagement platforms, and enterprise workflows. For instance, the adoption of mobile payment and digital wallet solutions has surged in emerging markets, with millions of users now relying on mobile money as their primary financial channel. In parallel, advancements in 5G connectivity, AI-powered personalization, and content-streaming platforms are opening lucrative opportunities for operators and vendors. However, challenges such as data privacy concerns, regulatory uncertainties, and the risks of cyber threats remain barriers that stakeholders must address to unlock MVAS’s full potential.
The detailed segments and sub-segments included in the report are:
By Solution:
• SMS
• MMS
• Mobile Money
• Mobile Infotainment
• Others
By End User:
• SMBs
• Enterprises
By Vertical:
• BFSI
• 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
Enterprises are Expected to Dominate the Market
Enterprises are anticipated to capture the lion’s share of the global MVAS market, as organizations across verticals leverage mobile solutions to enhance productivity, customer engagement, and service delivery. From BFSI institutions using mobile money to streamline financial access, to government agencies employing mobile platforms for citizen-centric services, enterprises are at the forefront of integrating MVAS into their core strategies. The growing adoption of enterprise mobility solutions, combined with the rising penetration of cloud-based collaboration and communication tools, underscores why enterprises will continue to lead the demand curve throughout the forecast horizon.
Mobile Money Solutions Lead in Revenue Contribution
When assessed by solution, mobile money services stand out as the highest revenue contributor to the MVAS market. The surge in digital wallet adoption, peer-to-peer transfers, and mobile-enabled financial services in both developed and emerging economies has placed mobile money at the center of the global digital economy. Meanwhile, infotainment solutions such as gaming, video streaming, and interactive content are rapidly scaling as consumer preferences shift toward mobile-first entertainment. Although SMS and MMS remain relevant in marketing and transactional messaging, mobile money commands the largest revenue share, reflecting its critical role in enabling financial inclusion and cashless ecosystems worldwide.
The key regions considered for the Global Mobile Value Added Services (MVAS) Market study include North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa. North America leads the market in 2025, buoyed by its advanced telecom infrastructure, early adoption of mobile applications, and dominance of OTT service providers. Europe follows, supported by strong regulatory frameworks that encourage digital payments and innovations in mobile applications. However, Asia Pacific is projected to register the fastest growth during the forecast period, driven by the booming telecom subscriber base, the proliferation of low-cost smartphones, and government initiatives fostering digital inclusion in countries like India and China. Latin America and the Middle East & Africa are also emerging as key growth regions, particularly with the widespread adoption of mobile money services and expanding 4G/5G networks.
Major market players included in this report are:
• Vodafone Group Plc
• Bharti Airtel Limited
• China Mobile Limited
• AT&T Inc.
• Orange S.A.
• Telefonica S.A.
• Telenor Group
• Reliance Jio Infocomm Limited
• MTN Group Limited
• ZTE Corporation
• Huawei Technologies Co., Ltd.
• America Movil, S.A.B. de C.V.
• SK Telecom Co., Ltd.
• Deutsche Telekom AG
• Verizon Communications Inc.
Global Mobile Value Added Services (MVAS) 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 to 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:
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 the 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 the 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 (MVAS) 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 (MVAS) Market Forces Analysis
3.1. Market Forces Shaping The Global Mobile Value Added Services (MVAS) Market (2024-2035)
3.2. Drivers
3.2.1. proliferation of smartphones
3.2.2. widespread mobile internet adoption
3.3. Restraints
3.3.1. data privacy concerns
3.4. Opportunities
3.4.1. surging demand for personalized and content-driven services

Chapter 4. Global Mobile Value Added Services (MVAS) 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 (MVAS) Market Size & Forecasts by Solution 2025-2035
5.1. Market Overview
5.2. Global Mobile Value Added Services (MVAS) Market Performance - Potential Analysis (2025)
5.3. SMS
5.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
5.3.2. Market size analysis, by region, 2025-2035
5.4. MMS
5.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
5.4.2. Market size analysis, by region, 2025-2035
5.5. Mobile Money
5.5.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
5.5.2. Market size analysis, by region, 2025-2035
5.6. Mobile Infotainment
5.6.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
5.6.2. Market size analysis, by region, 2025-2035
5.7. Others
5.7.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
5.7.2. Market size analysis, by region, 2025-2035

Chapter 6. Global Mobile Value Added Services (MVAS) Market Size & Forecasts by End User 2025-2035
6.1. Market Overview
6.2. Global Mobile Value Added Services (MVAS) Market Performance - Potential Analysis (2025)
6.3. SMBs
6.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
6.3.2. Market size analysis, by region, 2025-2035
6.4. Enterprises
6.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
6.4.2. Market size analysis, by region, 2025-2035
Chapter 7. Global Mobile Value Added Services (MVAS) Market Size & Forecasts by Vertical 2025–2035
7.1. Market Overview
7.2. Global Mobile Value Added Services (MVAS) Market Performance - Potential Analysis (2025)
7.3. BFSI
7.3.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
7.3.2. Market size analysis, by region, 2025-2035
7.4. Government
7.4.1. Top Countries Breakdown Estimates & Forecasts, 2024-2035
7.4.2. Market size analysis, by region, 2025-2035

Chapter 8. Global Mobile Value Added Services (MVAS) Market Size & Forecasts by Region 2025–2035
8.1. Growth Mobile Value Added Services (MVAS) Market, Regional Market Snapshot
8.2. Top Leading & Emerging Countries
8.3. North America Mobile Value Added Services (MVAS) Market
8.3.1. U.S. Mobile Value Added Services (MVAS) Market
8.3.1.1. Solution breakdown size & forecasts, 2025-2035
8.3.1.2. End User breakdown size & forecasts, 2025-2035
8.3.1.3. Vertical breakdown size & forecasts, 2025-2035
8.3.2. Canada Mobile Value Added Services (MVAS) Market
8.3.2.1. Solution breakdown size & forecasts, 2025-2035
8.3.2.2. End User breakdown size & forecasts, 2025-2035
8.3.2.3. Vertical breakdown size & forecasts, 2025-2035
8.4. Europe Mobile Value Added Services (MVAS) Market
8.4.1. UK Mobile Value Added Services (MVAS) Market
8.4.1.1. Solution breakdown size & forecasts, 2025-2035
8.4.1.2. End User breakdown size & forecasts, 2025-2035
8.4.1.3. Vertical breakdown size & forecasts, 2025-2035
8.4.2. Germany Mobile Value Added Services (MVAS) Market
8.4.2.1. Solution breakdown size & forecasts, 2025-2035
8.4.2.2. End User breakdown size & forecasts, 2025-2035
8.4.2.3. Vertical breakdown size & forecasts, 2025-2035
8.4.3. France Mobile Value Added Services (MVAS) Market
8.4.3.1. Solution breakdown size & forecasts, 2025-2035
8.4.3.2. End User breakdown size & forecasts, 2025-2035
8.4.3.3. Vertical breakdown size & forecasts, 2025-2035
8.4.4. Spain Mobile Value Added Services (MVAS) Market
8.4.4.1. Solution breakdown size & forecasts, 2025-2035
8.4.4.2. End User breakdown size & forecasts, 2025-2035
8.4.4.3. Vertical breakdown size & forecasts, 2025-2035
8.4.5. Italy Mobile Value Added Services (MVAS) Market
8.4.5.1. Solution breakdown size & forecasts, 2025-2035
8.4.5.2. End User breakdown size & forecasts, 2025-2035
8.4.5.3. Vertical breakdown size & forecasts, 2025-2035
8.4.6. Rest of Europe Mobile Value Added Services (MVAS) Market
8.4.6.1. Solution breakdown size & forecasts, 2025-2035
8.4.6.2. End User breakdown size & forecasts, 2025-2035
8.4.6.3. Vertical breakdown size & forecasts, 2025-2035
8.5. Asia Pacific Mobile Value Added Services (MVAS) Market
8.5.1. China Mobile Value Added Services (MVAS) Market
8.5.1.1. Solution breakdown size & forecasts, 2025-2035
8.5.1.2. End User breakdown size & forecasts, 2025-2035
8.5.1.3. Vertical breakdown size & forecasts, 2025-2035
8.5.2. India Mobile Value Added Services (MVAS) Market
8.5.2.1. Solution breakdown size & forecasts, 2025-2035
8.5.2.2. End User breakdown size & forecasts, 2025-2035
8.5.2.3. Vertical breakdown size & forecasts, 2025-2035
8.5.3. Japan Mobile Value Added Services (MVAS) Market
8.5.3.1. Solution breakdown size & forecasts, 2025-2035
8.5.3.2. End User breakdown size & forecasts, 2025-2035
8.5.3.3. Vertical breakdown size & forecasts, 2025-2035
8.5.4. Australia Mobile Value Added Services (MVAS) Market
8.5.4.1. Solution breakdown size & forecasts, 2025-2035
8.5.4.2. End User breakdown size & forecasts, 2025-2035
8.5.4.3. Vertical breakdown size & forecasts, 2025-2035
8.5.5. South Korea Mobile Value Added Services (MVAS) Market
8.5.5.1. Solution breakdown size & forecasts, 2025-2035
8.5.5.2. End User breakdown size & forecasts, 2025-2035
8.5.5.3. Vertical breakdown size & forecasts, 2025-2035
8.5.6. Rest of APAC Mobile Value Added Services (MVAS) Market
8.5.6.1. Solution breakdown size & forecasts, 2025-2035
8.5.6.2. End User breakdown size & forecasts, 2025-2035
8.5.6.3. Vertical breakdown size & forecasts, 2025-2035
8.6. Latin America Mobile Value Added Services (MVAS) Market
8.6.1. Brazil Mobile Value Added Services (MVAS) Market
8.6.1.1. Solution breakdown size & forecasts, 2025-2035
8.6.1.2. End User breakdown size & forecasts, 2025-2035
8.6.1.3. Vertical breakdown size & forecasts, 2025-2035
8.6.2. Mexico Mobile Value Added Services (MVAS) Market
8.6.2.1. Solution breakdown size & forecasts, 2025-2035
8.6.2.2. End User breakdown size & forecasts, 2025-2035
8.6.2.3. Vertical breakdown size & forecasts, 2025-2035
8.7. Middle East and Africa Mobile Value Added Services (MVAS) Market
8.7.1. UAE Mobile Value Added Services (MVAS) Market
8.7.1.1. Solution breakdown size & forecasts, 2025-2035
8.7.1.2. End User breakdown size & forecasts, 2025-2035
8.7.1.3. Vertical breakdown size & forecasts, 2025-2035
8.7.2. Saudi Arabia (KSA) Mobile Value Added Services (MVAS) Market
8.7.2.1. Solution breakdown size & forecasts, 2025-2035
8.7.2.2. End User breakdown size & forecasts, 2025-2035
8.7.2.3. Vertical breakdown size & forecasts, 2025-2035
8.7.3. South Africa Mobile Value Added Services (MVAS) Market
8.7.3.1. Solution breakdown size & forecasts, 2025-2035
8.7.3.2. End User breakdown size & forecasts, 2025-2035
8.7.3.3. Vertical breakdown size & forecasts, 2025-2035

Chapter 9. Competitive Intelligence
9.1. Top Market Strategies
9.2. Vodafone Group Plc
9.2.1. Company Overview
9.2.2. Key Executives
9.2.3. Company Snapshot
9.2.4. Financial Performance (Subject to Data Availability)
9.2.5. Product/Services Port
9.2.6. Recent Development
9.2.7. Market Strategies
9.2.8. SWOT Analysis
9.3. Bharti Airtel Limited
9.4. China Mobile Limited
9.5. AT&T Inc.
9.6. Orange S.A.
9.7. Telefonica S.A.
9.8. Telenor Group
9.9. Reliance Jio Infocomm Limited
9.10. MTN Group Limited
9.11. ZTE Corporation
9.12. Huawei Technologies Co., Ltd.
9.13. America Movil, S.A.B. de C.V.
9.14. SK Telecom Co., Ltd.
9.15. Deutsche Telekom AG
9.16. Verizon Communications Inc.