Mobile Value-added Services (MVAS) Market Size & Share 2017 - 2024
Market Size by Solution (SMS, MMS, Instant Messaging/Email, Mobile Money, Infotainment), by Application (BFSI, Retail, Government, Healthcare, Education, Entertainment & Media, Telecom & IT), Industry Analysis Report, Regional Outlook, Growth Potential, Price Trends, & Forecast.
Report ID: GMI303
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Published Date: May 2017
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Report Format: PDF
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Authors:
Preeti Wadhwani, Aishvarya Ambekar
Mobile Value-added Services Market Size
Mobile Value-added Services Market size surpassed USD 400 billion in 2016 and is predicted to grow at more than 15% CAGR till 2024. Increasing penetration of smartphones & tablets, fixed broadband subscriptions and number of active mobile broadband services are some of the factors driving the market demand globally.
Mobile value-added services (MVAS) enable mobile operators and aggregators to deliver multimedia and other value-added services to mobile subscribers. The market for mobile value-added services is expanding due to increasing application in education sector.
Currently, mobile phones have transcended from being a device used for playing music, text messaging, or voice calling, to a powerful utility and infotainment tool. From finding the nearest restaurant, paying bills, to receiving the up-to-date stock updates, the potential of mobile phones is seemingly boundless. Steep increase in the usage of social networking apps and mobile payments is helping support the mobile value-added services market size. Furthermore, rich communication services are expected to offer several opportunities to the industry stakeholders.
Rising demand for entertainment services on mobile handsets is also a key trend being witnessed in the market, thereby resulting into the development of key opportunities in on-demand music & video content, live TV shows & events and localized vernacular content. The entertainment services mainly consist of caller tunes, SMS based contests, and subscription-based alerts. With the decline in smartphone prices and the launch of LTE services, customers demand innovative and advanced forms of entertainment services.
Mobile Value-added Services Market Analysis
The mobile banking and payments are the fastest growing segments in the MVAS market. Presence of factors such as high-speed networks and tariff charges act as the key growth drivers. Services such as mobile wallet, mobile remittance and business correspondence are expected to provide major opportunities for the industry growth.
The market has witnessed a rapid shift in customer preference from enriched to transformational services. The gap between the basic nature of existing VAS and the customer interest in advanced data services today shows that there is substantial untapped potential for industry growth. The current market landscape only skims the surface of customer requirements.
With the rapid rise in media consumption in digital formats, an increase in the number of mobile devices which can support digital media with high LTE speeds is propelling the mobile value-added services market size across the globe. It has offered customers an opportunity to access the media content of choice anytime, anywhere.
Health and IT coupled with the usage of electronic health records offer some exciting possibilities and have great potential to transform the healthcare system into an improved patient centered system. With the introduction of LTE services such as 3G and 4G, the possibilities of remote treatment and patient diagnosis through mobile phones have strengthened, driving the market growth.
Telecom operators and VAS providers have been considering usage of mobile phones for diagnostic & treatment support, remote disease monitoring, communication and heath awareness.
The U.S. mobile value-added services market share exceeded 25% of the global revenue in 2016. Media consumption in the country has shown a rapid increase and has seen an important jump from legacy media to new digital media. Rise of digital media players such as Amazon, Apple TV, Boxee, Hulu, Netflix, and Roku, are stimulating the authority of the TV as the main entertainment hub.
In Latin America, development of the market will be mainly driven by operators expanding network coverage to underserved and unserved regions, officials employing pro-competition policies, such as the easing of the entry of MVNOs and new operators, and the interest of cellular IoT/M2M. In addition, enterprises in Latin America will expand their IT budgets for MVAS, thereby offering a huge prospect for MNOs and tech vendors.
Mobile Value-added Services Market Share
Companies in the market include :
Owing to fragmented nature of the market, players are concentrating on expanding their services and increasing acquisitions to gain share.
For instance, in November 2015, Apple, Inc. announced that it acquired Faceshift, a Switzerland-based company which has developed an innovative technology to capture person’s facial expressions in real time and create animated avatars. With this acquisition, Apple plans to offer a framework which can allow developers to integrate Face shift features into their videos & games.
The MVAS market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue in USD from 2012 to 2024, for the following segments:
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By Solution
By Application
The above information has been provided for the following regions and countries:
Research methodology, data sources & validation process
This report draws on a structured research process built around direct industry conversations, proprietary modelling, and rigorous cross-validation and not just desk research.
Our 6-step research process
1. Research design & analyst oversight
At GMI, our research methodology is built on a foundation of human expertise, rigorous validation, and complete transparency. Every insight, trend analysis, and forecast in our reports is developed by experienced analysts who understand the nuances of your market.
Our approach integrates extensive primary research through direct engagement with industry participants and experts, complemented by comprehensive secondary research from verified global sources. We apply quantified impact analysis to deliver dependable forecasts, while maintaining complete traceability from original data sources to final insights.
2. Primary research
Primary research forms the backbone of our methodology, contributing nearly 80% to overall insights. It involves direct engagement with industry participants to ensure accuracy and depth in analysis. Our structured interview program covers regional and global markets, with inputs from C-suite executives, directors, and subject matter experts. These interactions provide strategic, operational, and technical perspectives, enabling well-rounded insights and reliable market forecasts.
3. Data mining & market analysis
Data mining is a key part of our research process, contributing nearly 20% to the overall methodology. It involves analysing market structure, identifying industry trends, and assessing macroeconomic factors through revenue share analysis of major players. Relevant data is collected from both paid and unpaid sources to build a reliable database. This information is then integrated to support primary research and market sizing, with validation from key stakeholders such as distributors, manufacturers, and associations.
4. Market sizing
Our market sizing is built on a bottom-up approach, starting with company revenue data gathered directly through primary interviews, alongside production volume figures from manufacturers and installation or deployment statistics. These inputs are then pieced together across regional markets to arrive at a global estimate that stays grounded in actual industry activity.
5. Forecast model & key assumptions
Every forecast includes explicit documentation of:
✓ Key growth drivers and their assumed impact
✓ Restraining factors and mitigation scenarios
✓ Regulatory assumptions and policy change risk
✓ Technology adoption curve parameter
✓ Macroeconomic assumptions (GDP growth, inflation, currency)
✓ Competitive dynamics and market entry/exit expectations
6. Validation & quality assurance
The final stages involve human validation, where domain experts manually review filtered data to identify nuances and contextual errors that automated systems might miss. This expert review adds a critical layer of quality assurance, ensuring data aligns with research objectives and domain-specific standards.
Our triple-layer validation process ensures maximum data reliability:
✓ Statistical Validation
✓ Expert Validation
✓ Market Reality Check
Trust & credibility
Verified data sources
Trade publications
Security & defense sector journals and trade press
Industry databases
Proprietary and third-party market databases
Regulatory filings
Government procurement records and policy documents
Academic research
University studies and specialist institution reports
Company reports
Annual reports, investor presentations, and filings
Expert interviews
C-suite, procurement leads, and technical specialists
GMI archive
13,000+ published studies across 30+ industry verticals
Trade data
Import/export volumes, HS codes, and customs records
Parameters studied & evaluated
Every data point in this report is validated through primary interviews, true bottom-up modelling, and rigorous cross-checks. Read about our research process →