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Global Mobile Value Added Services Vas Market
Market Size in USD Billion
CAGR :
%
USD
802.62 Billion
USD
1,380.09 Billion
2024
2032
Forecast Period
2025 –2032
Market Size(Base Year)
USD
802.62 Billion
Market Size (Forecast Year)
USD
1,380.09 Billion
CAGR
%
Major Markets Players
AT&T intellectual property
Alphabet Inc.
Amazon.com Inc.
Apple Inc.
Baidu Inc. Comverse Technology Inc.
Global Mobile Value Added Services (VAS) Market Segmentation, By Solution (Short Message Service (SMS), Multimedia Messaging Service (MMS), Location-Based Services, Mobile Email & IM (Instant Messaging), Mobile Money, Mobile Advertising, Mobile Infotainment, Mobile Games, Mobile Music, Mobile Wallet, and Mobile Commerce), Industry Vertical (BFSI, Education, Government, Healthcare, Media and Entertainment, Retail, Telecom & IT, and Others), End User (Consumers and Enterprises), Store (Google Play, App Store (iOS), and Others) - Industry Trends and Forecast to 2032
Mobile Value Added Services (VAS) Market Size
The global mobile value added services (VAS) market was valued at USD 802.62 billion in 2024 and is expected to reach USD 1380.09 billion by 2032
During the forecast period of 2025 to 2032 the market is likely to grow at a CAGR of 7.01%, primarily driven by increasing penetration of smartphones
This growth is driven by growing demand for personalized and interactive digital content across entertainment, banking, healthcare, and education sectors
Mobile Value Added Services (VAS) Market Analysis
The mobile value added services (VAS) market is witnessing dynamic expansion fueled by increased user demand for on-the-go digital entertainment, real-time communication, and customized content delivery. This growth is largely supported by the rise in OTT platforms, music streaming, mobile gaming, and digital education, which are driving higher data consumption and deeper mobile user engagement globally
The surge in AI-driven personalization, location-based services, and interactive messaging is boosting user experience, while multi-language support and regional content integration are helping service providers cater to diverse user bases across emerging and developed markets. This has led to strong adoption among telecom operators looking to enhance customer loyalty and reduce churn
For instance, India's Reliance Jio has partnered with multiple streaming services and fintech firms to offer bundled VAS content within its mobile ecosystem, significantly increasing average revenue per user (ARPU) and consumer retention
Furthermore, digital advertising, mobile commerce, and cloud gaming are emerging as key revenue channels within VAS, driven by advancements in data analytics, user behavior tracking, and cloud infrastructure. Telecom companies are increasingly bundling these services as part of their core offerings, making VAS a critical part of their digital transformation strategies
Report Scope and Mobile Value Added Services (VAS) Market Segmentation
Attributes
Mobile Value Added Services (VAS) Key Market Insights
Segments Covered
By Solution: Short Message Service (SMS), Multimedia Messaging Service (MMS), Location-Based Services, Mobile Email & IM (Instant Messaging), Mobile Money, Mobile Advertising, Mobile Infotainment, Mobile Games, Mobile Music, Mobile Wallet, and Mobile Commerce
By Industry Vertical: BFSI, Education, Government, Healthcare, Media and Entertainment, Retail, Telecom & IT, and Others
By End User: Consumers and Enterprises
By Store: Google Play, App Store (iOS), and Others
Expansion of Mobile Health and Telemedicine Services
Growing Importance of Social Media Platforms
Value Added Data Infosets
In addition to the market insights such as market value, growth rate, market segments, geographical coverage, market players, and market scenario, the market report curated by the Data Bridge Market Research team includes in-depth expert analysis, import/export analysis, pricing analysis, production consumption analysis, and pestle analysis
Mobile Value Added Services (VAS) Market Trends
“Rise of Artificial Intelligence and Automation in Mobile Services”
A notable trend in the mobile value added services (VAS) market is the increasing integration of artificial intelligence (AI) and automation into mobile services, enabling enhanced customer experience and service efficiency
AI-driven applications such as chatbots, predictive analytics, and personalized content recommendations are becoming commonplace in mobile telecom services, streamlining user interactions and service delivery
For instance, in January 2025, Vodafone UK launched a new AI-powered customer support chatbot, which reduced call center traffic by 30% and improved customer satisfaction scores
Telecom providers are also using AI for network optimization and predictive maintenance, improving service quality while reducing downtime and operational costs
This trend is reshaping the mobile VAS market by fostering more personalized and efficient services, driving customer retention and revenue growth
Mobile Value Added Services (VAS) Market Dynamics
Driver
“Surge in Mobile Payments and Digital Wallet Adoption”
The growing acceptance of mobile payments and digital wallets is significantly boosting the demand for VAS, as consumers shift towards cashless transactions and digital financial services
Telecom operators are capitalizing on the mobile payments trend by offering integrated mobile wallet solutions, including bill payments, money transfers, and in-app purchases, to create new revenue streams
The rise of mobile-first economies, especially in regions such as Asia-Pacific, is further accelerating mobile payment adoption, with peer-to-peer (P2P) payment systems gaining traction
For instance, in March 2025, T-Mobile partnered with Google Pay to introduce a seamless mobile payment experience for users across its network, contributing to an increase in mobile wallet transactions
This driver is expected to continue to spur investment in mobile payment infrastructure and collaboration with fintech firms to stay competitive in the evolving mobile ecosystem
Opportunity
“Expansion of Mobile Health and Telemedicine Services”
The rapid adoption of telemedicine and mobile health applications offers telecom providers a lucrative opportunity to integrate mobile health solutions (mHealth) into their VAS offerings
With rising demand for remote healthcare services and virtual consultations, telecom operators can enhance their portfolios by offering mobile platforms that enable secure patient monitoring and access to medical resources
Partnerships with healthcare providers and insurance companies are creating new revenue opportunities, especially as health-conscious consumers increasingly turn to mobile devices for medical needs
For instance, in April 2024, AT&T partnered with Teladoc Health to launch a mobile telemedicine service, providing users with on-demand health consultations through their mobile devices
The expansion of mHealth is expected to stimulate growth in mobile network usage and contribute to the evolution of telecom services toward digital health ecosystems
Restraint/Challenge
“Data Privacy and Security Concerns”
As mobile telecom services become increasingly intertwined with personal data, data privacy and cybersecurity have emerged as significant challenges for telecom operators and mobile service providers
With mobile VAS covering sensitive areas such as financial services, health data, and personal communication, ensuring robust security measures is a top priority to maintain user trust and comply with global data protection regulations
Cyberattacks, data breaches, and misuse of personal information are major concerns that could hinder market growth if not adequately addressed by operators
For instance, in November 2024, a data breach at Telstra exposed personal information of millions of customers, prompting regulatory scrutiny and consumer backlash
To mitigate this challenge, telecom operators must invest heavily in data encryption technologies, secure mobile applications, and compliance with regulatory standards to protect user data and ensure service continuity
Mobile Value Added Services (VAS) Market Scope
The market is segmented on the basis of solution, industry vertical, store, and end user.
Segmentation
Sub-Segmentation
By Solutions
Short Message Service (SMS)
Multimedia Messaging Service (MMS)
Location-Based Services
Mobile Email & IM (Instant Messaging)
Mobile Money
Mobile Advertising
Mobile Infotainment
Mobile Games
Mobile Music
Mobile Wallet
Mobile Commerce
By Industry vertical
BFSI
Education
Government
Healthcare
Media and Entertainment
Retail
Telecom & IT
Others
By End user
Consumers
Enterprises
By Store
Google Play
App Store (iOS)
Others
Mobile Value Added Services (VAS) Market Regional Analysis
“North America is the Dominant Region in the Mobile Value Added Services (VAS) Market”
North America is projected to lead the global mobile value added services (MVAS) market, owing to its strong digital infrastructure and high consumer demand for mobile innovation
Growing smartphone penetration and the widespread adoption of cloud-based solutions are significantly enhancing the use and scalability of MVAS across the region
The rapid adoption of advanced technologies such as 5G, artificial intelligence, and edge computing is transforming how value-added services are delivered to mobile users
In addition, the increasing integration of Internet of Things (IoT) applications is further strengthening the demand for mobile value-added services in industries such as healthcare, automotive, and smart homes
In conclusion, North America’s technology-driven ecosystem and digital readiness position it as a dominant force in the global MVAS market
“Asia-Pacific is projected to register the Highest Growth Rate”
Asia-Pacific countries such as India and China are witnessing rapid growth in the mobile value added services (MVAS) market, fueled by their large and tech-savvy populations
The strong presence of manufacturers and service providers in the region is contributing to enhanced MVAS offerings and infrastructure expansion
Rapid economic development and widespread adoption of smartphones, laptops, and digital services are accelerating the use of mobile value-added services across sectors
Manufacturers in the Asia-Pacific MVAS market are seeing substantial profitability, driven by increased consumer demand and favorable market conditions
In conclusion, the Asia-Pacific region is emerging as a highly lucrative MVAS market due to its economic momentum, growing digital adoption, and expanding manufacturing base
The market competitive landscape provides details by competitor. Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, global presence, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, application dominance. The above data points provided are only related to the companies' focus related to market.
The Major Market Leaders Operating in the Market Are:
Latest Developments in Global Mobile Value Added Services (VAS) Market
In February 2025, T-Mobile introduced its Starlink service, enabling users to connect through over 300 Starlink satellites. This service aims to enhance mobile connectivity in previously inaccessible areas, improving access to users in remote locations
In August 2023, Singtel, a renowned telecommunications company based in Singapore, launched new 5G plans for its users. These plans included unique value-added services offered at competitive prices, aimed at enhancing the user experience and driving 5G adoption
In March 2023, Lusis Payments and Mastercard collaborated to deliver professional services to processors, issuers, and other payment technology providers via a single API connection. This collaboration addresses issues related to DSA, providing a single point of access to a broad set of value-added services deployed across the payments ecosystem
In November 2015, Apple, Inc. announced the acquisition of Faceshift, a Switzerland-based company that developed innovative technology to capture facial expressions in real time and create animated avatars. With this acquisition, Apple plans to offer a framework that allows developers to integrate Faceshift's features into videos and games, enhancing the user experience with dynamic facial animations
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Research Methodology
Data collection and base year analysis are done using data collection modules with large sample sizes. The stage includes obtaining market information or related data through various sources and strategies. It includes examining and planning all the data acquired from the past in advance. It likewise envelops the examination of information inconsistencies seen across different information sources. The market data is analysed and estimated using market statistical and coherent models. Also, market share analysis and key trend analysis are the major success factors in the market report. To know more, please request an analyst call or drop down your inquiry.
The key research methodology used by DBMR research team is data triangulation which involves data mining, analysis of the impact of data variables on the market and primary (industry expert) validation. Data models include Vendor Positioning Grid, Market Time Line Analysis, Market Overview and Guide, Company Positioning Grid, Patent Analysis, Pricing Analysis, Company Market Share Analysis, Standards of Measurement, Global versus Regional and Vendor Share Analysis. To know more about the research methodology, drop in an inquiry to speak to our industry experts.
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