Global Mobile Value Added Services (MVAS) Market: A Comprehensive Analysis (2024–2030)

The Global Mobile Value Added Services Market reached a valuation of USD 997.57 billion in 2023 and is projected to hit USD 2026.4 billion by 2030, expanding at a CAGR of 15.2%. The sector continues to evolve rapidly, driven by the increasing penetration of smartphones, widespread adoption of digital services, and advancements in mobile network infrastructure including 4G, 5G, and edge computing.

Market Overview

Mobile Value Added Services (MVAS) encompass all non-core services delivered over mobile networks beyond traditional voice and text. These include:

• Mobile entertainment & infotainment
• Mobile banking & mobile money
• Location-based services (LBS)
• Mobile gaming
• M-commerce
• IoT integrations
• AR/VR-based mobile applications

MVAS enriches user experiences by providing personalized, feature-rich digital services, often made possible through collaborations between telecom operators, technology providers, and content developers. As digital lifestyles expand, MVAS becomes a crucial revenue stream for telecom operators beyond traditional connectivity.

The integration of IoT, AI, cloud computing, and 5G is redefining MVAS capabilities, enabling hyper-personalized services, faster content delivery, and automation across industries.

To know the most attractive segments, click here for a free sample of the report:https://www.maximizemarketresearch.com/request-sample/7159/ 

Market Trends

Rising Emphasis on Cybersecurity and Data Protection

As mobile devices increasingly manage personal data, banking information, and professional communication, cybersecurity has emerged as a defining market trend. The surge in cyberattacks, including phishing, malware, and unauthorized data access, has compelled MVAS providers to:

• Strengthen encryption standards
• Improve secure authentication mechanisms
• Adopt privacy-by-design frameworks
• Comply with global data regulations (GDPR, CCPA, etc.)

Consumer trust now hinges upon service providers’ ability to guarantee confidentiality and data protection.

Market Dynamics

Key Growth Driver: Shifting Consumer Preferences

The global shift toward a digitally dependent lifestyle is one of the largest growth drivers for MVAS. Consumers demand:

• On-demand access to content and services
• Mobile-first solutions for banking, shopping, healthcare, and education
• Personalized recommendations
• Faster, seamless digital experiences

The proliferation of smartphones has made mobile devices the primary gateway to digital consumption. As a result, MVAS providers continuously refine user experience (UX), interface design, and content optimization to align with evolving consumer expectations.

Key Opportunity: Integration of 5G, AI, and Edge Computing

The convergence of 5G + AI + edge computing is unlocking a new era for MVAS:

• 5G offers ultra-fast speeds and low-latency communication, enabling real-time applications such as AR navigation, cloud gaming, and smart IoT devices.
• Edge computing reduces data processing time by bringing computation closer to the user.
• AI delivers hyper-personalized services through data insights and predictive analytics.

Asia Pacific is currently the global leader in 5G adoption, especially countries like China, South Korea, and Japan, accelerating MVAS adoption in the region.

Major Restraint: Regulatory Compliance & Data Privacy

Strict regulations such as the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) enforce limitations on data collection and personalization. MVAS providers face:

• Higher compliance costs
• Reduced flexibility in personalized service delivery
• Limited data-driven innovation opportunities

Consumer hesitation regarding data security further challenges widespread adoption of value-added mobile services.

Segment Analysis

By Solution

• Mobile Money (Dominant Segment)
  Mobile money leads the MVAS market due to rising demand for digital payments, financial inclusion initiatives, and the expansion of contactless transactions. It enables users to conduct banking and financial activities using basic mobile devices without needing traditional bank infrastructure.
• SMS & MMS Services
  Still widely used in enterprise communication, marketing, and authentication (OTP delivery).
• Mobile Infotainment
  Includes video streaming, gaming, and music apps—segments growing due to rising digital content consumption.

To know the most attractive segments, click here for a free sample of the report:https://www.maximizemarketresearch.com/request-sample/7159/ 

Regional Insights

North America (Market Leader)

North America dominates the MVAS market owing to:

• Early adoption of digital innovations
• High smartphone and internet penetration
• A robust tech ecosystem with companies like Apple, Google, and AT&T
• Growing demand for advanced mobile banking, entertainment, and enterprise mobility services

With over 300 million unique mobile subscribers, the region is expected to maintain strong growth through 2030.

Europe

Europe’s focus is on compliance, high-quality content, and secure mobile transactions. Leading MVAS contributors include Vodafone, Ericsson, and Nokia.

Asia Pacific (Fastest Growing Region)

Significant growth is fueled by:

• Explosive smartphone adoption
• Growing digital payments market
• Government initiatives supporting digitalization
• Rapid 5G expansion in China, South Korea, and Japan

Middle East & Africa

Growth is driven by:

• Rising adoption of mobile money
• Expansion of telecom infrastructure
• Increasing smartphone penetration in GCC and African nations

South America

Countries like Brazil and Argentina are witnessing increased demand for mobile entertainment, social media services, and digital banking.

Key Market Players

Global Giants

• Google
• Apple
• Samsung Electronics
• Meta (Facebook)
• Amazon

North America

• Microsoft
• AT&T
• Verizon
• Qualcomm
• PayPal
• Mastercard

Europe

• Nokia
• Ericsson
• Vodafone
• Orange
• Docomo Digital

Asia-Pacific

• Tencent
• Alibaba
• Huawei
• SoftBank

Conclusion

The Mobile Value Added Services Market is undergoing a profound transformation, driven by technological advancements, growing smartphone adoption, demand for digital services, and the advent of 5G. While challenges in data privacy and regulatory compliance persist, the market’s growth trajectory remains exceptionally strong.

With rising investment in AI, edge computing, IoT, and mobile payments, MVAS will continue to shape the future of mobile communication and digital ecosystems globally.