Mobile Value-added Services (MVAS) 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, Competitive Market Share & Forecast, 2017 – 2024

Industry Trends

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.
 

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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.
 

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Market by Solution

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.
 

Market by Application

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.
 

Market by Region

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.
 

Competitive Market Share

Companies in the market include Alibaba Group Holdings Limited, Apple, Inc., AT&T, Inc., Gemalto N.V., Google Inc., KongZhong Corporation and Vodafone PLC.
 

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:
 

By Solution

• SMS
• MMS
• Instant Messaging/Email
• Mobile Money
• Infotainment
• Others

By Application

• BFSI
• Retail
• Government
• Healthcare
• Education
• Entertainment & media
• Telecom & IT
• Others

The above information has been provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
• Asia Pacific
  • China
  • Japan
  • India
• Latin America
  • Brazil
  • Mexico
• Middle East & Africa