Mobile Value Added Services Market Report 2025

This Mobile Value Added Services report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The mobile value added services market size has grown rapidly in recent years. It will grow from $960.55 billion in 2024 to $1.06 trillion in 2025 at a compound annual growth rate (CAGR) of 11%. The growth in the historic period can be attributed to mobile penetration and subscriber base growth, rise of smartphones and data usage, mobile app ecosystem development, SMS and messaging services, mobile content and entertainment.

The mobile value added services market size is expected to see rapid growth in the next few years. It will grow to $1.89 trillion in 2029 at a compound annual growth rate (CAGR) of 15.4%. The growth in the forecast period can be attributed to rise of iot and connected devices, emergence of edge computing, expansion of mobile e-commerce, continue growth of mobile health services, cross-industry collaborations. Major trends in the forecast period include 5g technology adoption, integration of augmented reality (AR) and virtual reality (VR), growth of mobile health and wellness services, innovations in mobile gaming, expansion of mobile learning and edtech.

The growth of the mobile value-added services market is being driven by the increasing number of smartphone users worldwide. The rising demand for smartphones is attributed to factors such as greater internet penetration, higher income levels, more subscriptions to social media, and enhanced communication needs, among others. The COVID-19 pandemic significantly boosted smartphone usage as people experienced prolonged quarantine periods and adapted to work-from-home arrangements. This surge in smartphone users is expected to fuel the demand for mobile value-added services, as these devices rely on such services to offer essential features like messaging, communication, entertainment, e-commerce, and more. For example, in April 2024, a report published by the British Broadcasting Corporation (BBC), a UK-based public service broadcaster, revealed that the percentage of children aged five to seven using messaging services increased from 59% to 65%. During the same period, the number of children on social media rose from 30% to 38%, and participation in livestreams grew from 39% to 50%. Moreover, more than half of children under 13 are using social media, which contradicts the policies of many major platforms, with many admitting to lying about their age to access new apps and services. Therefore, the global increase in smartphone users is set to drive the growth of the mobile value-added services market.

The surge in e-commerce is anticipated to be a driving force behind the growth of the mobile value-added services market. E-commerce, involving the online buying and selling of goods and services, has witnessed significant growth. Mobile value-added services play a crucial role in enhancing the convenience and security of mobile e-commerce, thereby fostering increased consumer trust and engagement. According to US eCommerce statistics, 65% of consumers expect to use internet purchasing platforms more frequently in 2022, with projected e-commerce revenues reaching $6. 3 trillion by 2024. Additionally, in Spain, Esw, a global eCommerce management company, predicts an increase in eCommerce users from 29. 6 million to 36. 9 million by 2025, representing 74% of the total population. Therefore, the rise in e-commerce is expected to be a major driver of the mobile value-added services market.

Strategic partnerships have emerged as a notable trend in the mobile value-added services market. Key companies are increasingly entering into strategic partnerships to leverage each other's expertise, technology, and resources, aiming to offer new and enhanced mobile value-added services to customers. Such partnerships also facilitate business expansion into new markets and contribute to scaling up operations. For instance, in December 2022, Djezzy, an Algerian telecommunications operator, collaborated with Algeria Telecom, an Algerian telecommunication company, with the primary goal of exchanging value-added services to enhance Algeria's ICT industry and improve overall quality of life.

Major companies in the mobile value-added services market are concentrating on delivering innovative solutions, such as mobile payments, to strengthen their market position. Mobile payment Value-Added Services (VAS) encompass digital services and features that facilitate secure and convenient financial transactions through mobile devices, including offerings like digital wallets, contactless payments, and mobile banking applications. For example, in November 2023, Transaction Network Services (TNS), a US-based company that provides a range of services primarily in the payments, financial, and telecommunications sectors, announced the launch of AI Labs. This initiative aims to leverage advanced artificial intelligence technologies to enhance telecommunications for carriers and enterprises. The labs will focus on developing solutions that utilize real-time AI to screen calls, distinguishing between legitimate and synthetic voices. Furthermore, TNS plans to host demo days for stakeholders to observe the innovative AI applications being developed, promoting collaboration and engagement within the telecom ecosystem.

In November 2023, Nagarro, a Germany-based company specializing in digital engineering and technology solutions, acquired Telesis7, LLC for a maximum purchase price of $17 million. This acquisition enables Nagarro to enhance its offerings in the telecommunications sector, particularly in the U.S. market, which is a crucial growth area for the company. Telesis7's expertise in launching wireless and mobile virtual network operator (MVNO) services will complement Nagarro's existing capabilities. Telesis7, LLC, a US-based company, specializes in providing consulting services to the cable and telecommunications industries, focusing on business and technology transformations, launching wireless services, and supporting mobile virtual network operator (MVNO) services.

Major companies operating in the mobile value added services market include Apple Inc., OnMobile Global Limited, Google LLC, AT&T Inc., Vodafone Idea Limited, Verizon Communications Inc., China Mobile Limited, Reliance Jio Infocomm Limited, Bharti Airtel Limited, Spice Digital Limited, Comverse Technology Inc., One97 Communications Ltd, Kongzhong Corp., InMobi, America Movil SAB DE CV, Cisco Systems Inc., Comviva Technologies Ltd., Huawei Technologies Co. Ltd., Monty Mobile, Reliance Industries Limited, Axiata Group Berhad, Telefonica S. A., MTN Group Limited, NTT DOCOMO INC., SK Telecom Co. Ltd., SoftBank Group Corp., Telstra Corporation Limited, Zain Group, Deutsche Telekom AG, Saudi Telecom Company.

North America was the largest region in the mobile value-added services market in 2024 and is also expected to be the fastest-growing region in the forecast period. The regions covered in the mobile value added services market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the mobile value added services market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

Mobile value-added services encompass additional offerings provided by telecom service providers to customers beyond their core SMS, voice, and data services. These services can be either complimentary or involve a fee. VAS finds applications in various industries such as entertainment, e-commerce, sports, and more.

Key solutions within mobile value-added services include mobile advertising, location-based services, mobile infotainment, mobile email & instant messaging (IM), short messaging service (SMS), multimedia messaging service (MMS), mobile money, and other offerings. Mobile advertising involves promotional services on smartphones and mobile devices delivered by telecom companies to their customers. It encompasses interactive channels used by advertisers to convey brand information, news, or offers through mobile devices or networks. These services are accessible through platforms like Google Play, the App Store (iOS), and other app marketplaces, catering to both enterprises and individual users.

The mobile value-added services market research report is one of a series of new reports that provides mobile value-added services market statistics, including Mobile value-added services industry global market size, regional shares, competitors with a mobile value-added services market share, detailed mobile value-added services market segments, market trends and opportunities, and any further data you may need to thrive in the mobile value-added services industry. This mobile value-added services market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The mobile value-added services market includes revenues earned by entities by providing mobile value-added services that create and sustaining new revenue streams for mobile service providers. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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