모바일 부가가치 서비스 시장 규모, 점유율, 성장 분석 : 유형별, 제품 유형별, 점포별, 업계별, 지역별 - 업계 예측(2026-2033년)

Mobile Value-Added Services Market size was valued at USD 374.81 Billion in 2024 and is poised to grow from USD 428.41 Billion in 2025 to USD 1248.04 Billion by 2033, growing at a CAGR of 14.3% during the forecast period (2026-2033).

The mobile value-added services (MVAS) market is experiencing a significant surge driven by the growing global mobile internet usage and the increase in smartphone adoption. This trend is further supported by the introduction of innovative value-added services and rising disposable incomes among consumers. The competitive landscape among telecommunications companies is generating a broader array of mobile applications, thereby enhancing market growth. Additionally, the adoption of subscription-based and freemium payment models is expected to create new revenue streams for MVAS providers. However, challenges such as regulatory compliance and fragmentation within mobile ecosystems may pose obstacles to sustained growth. Overall, the MVAS market is well-positioned for expansion, leveraging technology advancements and evolving consumer preferences.

Top-down and bottom-up approaches were used to estimate and validate the size of the Mobile Value-Added Services market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Mobile Value-Added Services Market Segments Analysis

Global Mobile Value-Added Services Market is segmented by type, product, store, vertical and region. Based on type, the market is segmented into short message service (SMS), voice and data and value-added services. Based on product, the market is segmented into mobile games, mobile music, mobile wallet, mobile commerce, mobile advertising and email and IM. Based on store, the market is segmented into google play, app store and others. Based on vertical, the market is segmented into BFSI, it and telecommunication, media and entertainment, retail, healthcare and government and others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Mobile Value-Added Services Market

The surge in smartphone and mobile phone sales has significantly contributed to a rise in mobile data consumption. This heightened demand for mobile data is poised to propel the growth of the mobile value-added services market. As more users adopt smartphones and rely on mobile connectivity for various activities, the appetite for enhanced services linked to mobile data will grow. Consequently, businesses will need to adapt and innovate to meet the evolving needs of consumers, thereby further stimulating advancements in mobile value-added services and expanding the overall market landscape. This trend underscores the critical relationship between device sales and service innovation.

Restraints in the Mobile Value-Added Services Market

The growth of the Mobile Value-Added Services market may be hindered by various regulatory compliance challenges that providers must navigate. These obligations can compel companies to forego certain functionalities or accept reduced profit margins to meet legal requirements. Consequently, the need to adhere to these regulations can pose significant obstacles for providers, ultimately impacting their ability to innovate and offer competitive services. This complex regulatory landscape could slow market expansion as service providers balance compliance with their operational and financial goals, potentially limiting the development and deployment of new, value-added mobile services.

Market Trends of the Mobile Value-Added Services Market

The trend towards personalization is significantly shaping the Mobile Value-Added Services market, compelling providers to tailor their offerings to individual consumer preferences. By leveraging data analytics and customer insights, companies can create customized service plans that address specific user needs, enhancing customer satisfaction and loyalty. Offering these personalized services at attractive discounts further incentivizes uptake and drives market growth. As users increasingly expect tailored experiences, companies that prioritize personalization are likely to gain a competitive edge, fostering innovation and expansion in the Mobile Value-Added Services sector. This trend underscores the importance of understanding and responding to diverse consumer demands.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Mobile Value-Added Services Market Size by Type & CAGR (2026-2033)

• Market Overview
• Short Message Service (SMS)
• Voice
• Data And Value-Added Services

Global Mobile Value-Added Services Market Size by Product & CAGR (2026-2033)

• Market Overview
• Mobile Games
• Mobile Music
• Mobile Wallet
• Mobile Commerce
• Mobile Advertising
• Email And IM

Global Mobile Value-Added Services Market Size by Store & CAGR (2026-2033)

• Market Overview
• Google Play
• App Store
• Others

Global Mobile Value-Added Services Market Size by Vertical & CAGR (2026-2033)

• Market Overview
• BFSI
• IT And Telecommunication
• Media And Entertainment
• Retail
• Healthcare And Government
• Others

Global Mobile Value-Added Services Market Size & CAGR (2026-2033)

• North America (Type, Product, Store, Vertical)
  • USA
  • Canada
• Europe (Type, Product, Store, Vertical)
  • South Korea
  • Rest of Asia-Pacific
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Type, Product, Store, Vertical)
  • China
  • India
  • JaLatin America (Type, Product, Store, Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Type, Product, Store, Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2021-2023)

Key Company Profiles

• Comviva Technologies (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OnMobile Global Limited (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Reliance Industries Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Comverse Technology Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• One97 Communications (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mozat Pte Ltd. (Singapore)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Baidu Inc. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Huawei Investment & Holding Co. Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Apple Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mobily (Saudi Arabia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Alphabet Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Samsung Electronics Co. Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• KongZhong Corp. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vodafone Group plc. (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AT&T (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Verizon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• China Mobile (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• China Telecom (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations