- 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
