The global mobile value-added services market reached a value of US$ 736.7 Billion in 2021. Looking forward, IMARC Group expects the market to reach US$ 1,745.3 Billion by 2027, exhibiting a CAGR of 15.4% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic on different end use industries. These insights are included in the report as a major market contributor.

Mobile value-added services (MVAS) refer to various non-core facilities offered by the telecommunications sector. This includes short message service (SMS), Interactive Voice and Video Response (IVVR), Wireless Application Protocol (WAP), Unstructured Supplementary Service Data (USSD), utility VAS, social networking, infotainment and m-education. These additional services are offered by the operator at a supplementary charge and are considered as an effective source of added revenue. Apart from this, these services also aid in enhancing the overall consumer experience, improving the pricing proposition and optimizing the return on investment (ROI) for the operator.

Rising urbanization, along with a significant increase in the number of smartphone and tablet users across the globe, is one of the key factors driving the growth of the market. Furthermore, the increasing penetration of 3G and 4G services that have resulted in the widespread utilization of mobile applications and the web is also providing a boost to the market growth. The growing preference, especially among the youth population, for value-based content in the form of over-the-top (OTT) media services to access innovative content on-the-go, is acting as another major growth-inducing factor. Additionally, the emerging trend of digitization across industries is also creating a positive outlook for the market growth. For instance, car rental service providers are using mobile location-based services (LBS) to offer tracking facilities to their consumers. Other factors, including advancements in the 5G technology, improvements in the telecommunications infrastructure and the introduction of cloud-based VAS systems, are projected to drive the market further.

Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each sub-segment of the global mobile value-added services market, along with forecasts at the global, regional and country level from 2022-2027. Our report has categorized the market based on solution, device type, end-user and vertical.

Breakup by Solution:

Short Messaging Service (SMS)
Multimedia Messaging Service (MMS)
Location Based Services
Mobile Email & IM
Mobile Money
Mobile Advertising
Mobile Infotainment

Breakup by Device Type:

Mobile Phone
Tablet PC

Breakup by End-User:


Breakup by Vertical:

Media and Entertainment
Telecom & IT

Breakup by Region:

North America
United States
Asia Pacific
South Korea
United Kingdom
Latin America
Middle East and Africa

Competitive Landscape:
The competitive landscape of the industry has also been examined with some of the key players being AT&T, Alphabet Inc., Inc., Apple Inc., Baidu Inc., Comverse Technology Inc.,, Gemalto, Google LLC, InMobi, Kongzhong Corp, Mahindra Comviva, Mobily, One97 Communications Ltd., OnMobile, Vodafone Group Plc, etc.

Key questions answered in this report:

How has the global mobile value-added services (MVAS) market performed so far and how will it perform in the coming years?
What are the key regional markets?
What has been the impact of COVID-19 on the global mobile value-added services (MVAS) market?
What is the breakup of the market based on the solution?
What is the breakup of the market based on the device type?
What is the breakup of the market based on the end-user?
What is the breakup of the market based on the vertical?
What are the various stages in the value chain of the industry?
What are the key driving factors and challenges in the industry?
What is the structure of the global mobile value-added services (MVAS) market and who are the key players?
What is the degree of competition in the industry?