모바일 부가가치 서비스 시장 : 세계 산업 규모, 점유율, 동향, 기회, 예측 - 솔루션별, 최종사용자별, 업계별, 지역별, 경쟁별(2020-2030년)

The Global Mobile Value Added Services Market, valued at USD 673.00 Billion in 2024, is projected to experience a CAGR of 15.70% to reach USD 1614.42 Billion by 2030. Mobile Value Added Services (MVAS) are non-core offerings from mobile network operators that enhance device utility beyond basic voice and messaging, including digital content, financial transactions, and location-based functionalities. Market growth is driven by increasing global smartphone penetration, expanding mobile internet accessibility, and consumer demand for diverse digital experiences.

Key Market Drivers

Widespread smartphone adoption profoundly impacts the Global Mobile Value Added Services Market by providing the essential user interface for consuming digital offerings. As smartphones become ubiquitous, they directly expand the addressable market for various MVAS, including mobile applications, digital content streaming, and social networking platforms.

Key Market Challenges

Regulatory complexities, particularly those pertaining to data privacy and security, present a substantial impediment to the growth of the Global Mobile Value Added Services Market. The fragmented and evolving nature of regulations across different jurisdictions creates significant compliance challenges for service providers, leading to increased operational costs and potential delays in service deployment. Such an environment can stifle innovation as companies prioritize navigating complex legal landscapes over developing new offerings.

Key Market Trends

AI-driven personalization and service automation revolutionizes MVAS by offering tailored experiences and streamlining operational processes. Artificial intelligence enables platforms to understand user behavior, delivering highly relevant content and proactive customer support. According to GSMA Intelligence in Q1 2025, 63% of operators prioritized AI investment in upskilling, indicating a strong industry focus on integrating advanced intelligent capabilities.

Key Market Players

• AT&T Inc
• Vodafone Group Plc
• Bharti Airtel Limited
• China Mobile Limited
• Alphabet Inc.
• Apple Inc.
• Tencent Holdings Limited
• Netflix Inc.
• Spotify Technology S.A.
• OnMobile Global Limited

Report Scope:

In this report, the Global Mobile Value Added Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Mobile Value Added Services Market, By Solution:

• Short Messaging Service (SMS)
• Multimedia Messaging Service (MMS)
• Location Based Services
• Mobile Email & IM
• Mobile Money
• Mobile Advertising
• Mobile Infotainment
• Others

Mobile Value Added Services Market, By End User:

• SMB
• Large Enterprises

Mobile Value Added Services Market, By Vertical:

• Media and Entertainment
• Healthcare
• Education
• Retail
• Government
• Telecom & IT
• Others

Mobile Value Added Services Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Mobile Value Added Services Market.

Available Customizations:

Global Mobile Value Added Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mobile Value Added Services Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Solution (Short Messaging Service (SMS), Multimedia Messaging Service (MMS), Location Based Services, Mobile Email & IM, Mobile Money, Mobile Advertising, Mobile Infotainment, Others)
  • 5.2.2. By End User (SMB, Large Enterprises)
  • 5.2.3. By Vertical (Media and Entertainment, Healthcare, Education, Retail, Government, Telecom & IT, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2024)
• 5.3. Market Map

6. North America Mobile Value Added Services Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Solution
  • 6.2.2. By End User
  • 6.2.3. By Vertical
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Mobile Value Added Services Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Solution
      • 6.3.1.2.2. By End User
      • 6.3.1.2.3. By Vertical
  • 6.3.2. Canada Mobile Value Added Services Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Solution
      • 6.3.2.2.2. By End User
      • 6.3.2.2.3. By Vertical
  • 6.3.3. Mexico Mobile Value Added Services Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Solution
      • 6.3.3.2.2. By End User
      • 6.3.3.2.3. By Vertical

7. Europe Mobile Value Added Services Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Solution
  • 7.2.2. By End User
  • 7.2.3. By Vertical
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Mobile Value Added Services Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Solution
      • 7.3.1.2.2. By End User
      • 7.3.1.2.3. By Vertical
  • 7.3.2. France Mobile Value Added Services Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Solution
      • 7.3.2.2.2. By End User
      • 7.3.2.2.3. By Vertical
  • 7.3.3. United Kingdom Mobile Value Added Services Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Solution
      • 7.3.3.2.2. By End User
      • 7.3.3.2.3. By Vertical
  • 7.3.4. Italy Mobile Value Added Services Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Solution
      • 7.3.4.2.2. By End User
      • 7.3.4.2.3. By Vertical
  • 7.3.5. Spain Mobile Value Added Services Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Solution
      • 7.3.5.2.2. By End User
      • 7.3.5.2.3. By Vertical

8. Asia Pacific Mobile Value Added Services Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Solution
  • 8.2.2. By End User
  • 8.2.3. By Vertical
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Mobile Value Added Services Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Solution
      • 8.3.1.2.2. By End User
      • 8.3.1.2.3. By Vertical
  • 8.3.2. India Mobile Value Added Services Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Solution
      • 8.3.2.2.2. By End User
      • 8.3.2.2.3. By Vertical
  • 8.3.3. Japan Mobile Value Added Services Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Solution
      • 8.3.3.2.2. By End User
      • 8.3.3.2.3. By Vertical
  • 8.3.4. South Korea Mobile Value Added Services Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Solution
      • 8.3.4.2.2. By End User
      • 8.3.4.2.3. By Vertical
  • 8.3.5. Australia Mobile Value Added Services Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Solution
      • 8.3.5.2.2. By End User
      • 8.3.5.2.3. By Vertical

9. Middle East & Africa Mobile Value Added Services Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Solution
  • 9.2.2. By End User
  • 9.2.3. By Vertical
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Mobile Value Added Services Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Solution
      • 9.3.1.2.2. By End User
      • 9.3.1.2.3. By Vertical
  • 9.3.2. UAE Mobile Value Added Services Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Solution
      • 9.3.2.2.2. By End User
      • 9.3.2.2.3. By Vertical
  • 9.3.3. South Africa Mobile Value Added Services Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Solution
      • 9.3.3.2.2. By End User
      • 9.3.3.2.3. By Vertical

10. South America Mobile Value Added Services Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Solution
  • 10.2.2. By End User
  • 10.2.3. By Vertical
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Mobile Value Added Services Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Solution
      • 10.3.1.2.2. By End User
      • 10.3.1.2.3. By Vertical
  • 10.3.2. Colombia Mobile Value Added Services Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Solution
      • 10.3.2.2.2. By End User
      • 10.3.2.2.3. By Vertical
  • 10.3.3. Argentina Mobile Value Added Services Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Solution
      • 10.3.3.2.2. By End User
      • 10.3.3.2.3. By Vertical

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Mobile Value Added Services Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. AT&T Inc
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Vodafone Group Plc
• 15.3. Bharti Airtel Limited
• 15.4. China Mobile Limited
• 15.5. Alphabet Inc.
• 15.6. Apple Inc.
• 15.7. Tencent Holdings Limited
• 15.8. Netflix Inc.
• 15.9. Spotify Technology S.A.
• 15.10. OnMobile Global Limited

16. Strategic Recommendations

17. About Us & Disclaimer