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The mobile value-added services market size is forecast to increase by USD 1.01 billion at a CAGR of 18.33% between 2023 and 2028. The MVAS market has experienced significant growth due to the rapid increase in penetration of smartphones and digitization of key industries. With the rapid penetration of mobile broadband, consumers now have unlimited access to various MVAS, including mobile entertainment, education, health, and structured finance. These services offer convenience, personalization, and added value, making them increasingly popular among tech-savvy individuals. The market is expected to continue its upward trajectory as technology advances and consumer demand for innovative services grows.
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The MVAS market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
These services cater to consumer preferences and behaviors, including individual browsing patterns, geographic location, and shopping habits. Technology advancements and digitalization have led to the emergence of complex implementation of MVA services, such as secure connections, consumer authentication, and brand new commodities. The mobile advertising segment is a significant contributor to the market, with technology giants offering optimized mobile advertising platforms.
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The mobile advertising segment was valued at USD 203.20 billion in 2018. The market is further fueled by government efforts to promote digitalization and the increasing use of social media and privacy concerns. Handset manufacturers and service providers are also investing in mobile commerce, digital commerce software, and consulting services to cater to the evolving needs of enterprises and consumers. Despite the opportunities, the MVAS market faces challenges, including complex implementation, technology advancements, and privacy concerns. However, the potential for growth is significant, with the market expected to continue its expansion in the coming years.
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APAC is estimated to contribute 58% to the growth of the global mobile value-added services market during the forecast period. Technavio's analysts have provided an extensive insight into the market forecast, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. The mobile value-added services (MVAS) market encompasses a range of applications and services that enhance the functionality of mobile devices. Key offerings in this market include mobile advertising, email and instant messaging (IM), mobile banking, and mobile ticketing. Other key services are mobile coupons and mobile money transfer, which are integral parts of the mobile value-added services market. These offerings cater to various consumer needs, enhancing the overall mobile experience. These services cater to various verticals such as healthcare, education, retail, and transportation. Market participants engage in strategic activities to expand their reach and offerings.
For instance, Mobile Advertising is a significant growth area, with companies leveraging location-based targeting and personalized content to engage consumers effectively. Email and IM services enable seamless communication between individuals and businesses, fostering customer engagement and loyalty. Mobile banking and mobile money transfer facilitate financial transactions, offering convenience and security to users. Mobile ticketing and mobile coupons cater to the retail sector, enabling contactless payments and discounts, respectively. Strategic collaborations and partnerships among market participants further fuel market growth analysis. In summary, the MVAS market is characterized by the proliferation of various services catering to diverse verticals, with market participants focusing on strategic initiatives to capitalize on the growing demand for mobile services.
The MVAS market encompasses a range of offerings including mobile email, mobile money, location-based services, mobile advertising, mobile infotainment, and more. Technology plays a pivotal role in the development of these services, enabling advanced capabilities such as augmented reality and artificial intelligence. The market is driven by the increasing usage of mobile phones, particularly smartphones, and the growing adoption of mobile internet and mobile applications. Key sectors contributing to the growth of MVAS include telecom, network operators, handset manufacturer, and social media platforms. Services like mobile commerce, mobile games, mobile music, mobile wallets, mobile banking, mobile ticketing, and mobile coupons are experiencing significant traction. Despite the opportunities, privacy concerns remain a challenge for the industry. Companies such as OnMobile, Comverse, and InMobi are innovating to address these concerns and offer value-added services that cater to the evolving needs of consumers.
The mobile value-added services market has witnessed significant growth, fueled by the proliferation of mobile phones and the increasing usage of mobile devices for various applications. Technology advancements have enabled the delivery of these services seamlessly, leading to an increase in average revenue per user (ARPU) for telecom sector players. Consumers are increasingly utilizing mobile devices for social media interaction, mobile games, mobile music, and mobile wallets. The portability of smartphones and tablets has led to a shift from traditional desktops, making mobile platforms the preferred choice for accessing digital content on the go. Mobile commerce has emerged as a major driver of growth in the MVAS market, with enterprises and consumers alike leveraging mobile applications and mobile web for transactions. Handset manufacturers and network operators have introduced a wide range of offerings to cater to the diverse requirements of consumers.
Moreover, mobile money services have gained popularity in emerging markets, providing financial inclusion to millions. Mobile advertising has become a significant revenue stream for service providers, with companies like OnMobile, Comverse, InMobi leading the charge. Despite the numerous benefits, privacy concerns have emerged as a major challenge in the MVAS market. Governments and telecom service operators have taken steps to ensure secure connections and consumer authentication, addressing these concerns. The complex implementation of MVAS services requires consulting expertise, making it a lucrative opportunity for industry players. The digitalization of various industries has led to the adoption of MVAS services, further fueling market growth and forecasting analysis. With the continued advancements in technology, the MVAS market is poised for further growth and innovation.
The MVAS market encompasses various offerings and services accessible through mobile phones, including smartphones, facilitated by technology advancements like augmented reality (AR) and virtual reality (VR). AR, which layers virtual content over real-world surroundings and objects, is increasingly adopted in location based games. MMS, mobile email, and mobile money are common MVAS that have gained popularity due to their accessibility through mobile devices. Mobile advertising is another significant MVAS segment, with handset manufacturers and network operators collaborating to offer personalized ad experiences. Social media platforms have also entered the fray, providing mobile web and mobile application-based services.
However, privacy concerns remain a challenge for MVAS providers, necessitating secure connections and consumer authentication. OnMobile, Comverse, InMobi, and other service providers offer consulting services to enterprises looking to leverage MVAS for brand new commodities and digitalization initiatives. Telecom sector players, including telecom operators, are investing in MVA services to enhance their offerings and remain competitive. Government efforts to promote mobile commerce and mobile wallets are also driving the growth of the MVAS market. Despite the complex implementation of some MVAS, technology advancements continue to address these challenges, ensuring a seamless user experience. The increasing adoption of smartphones and mobile internet further fuels the growth of the MVAS market. These factors will fuel mobile value-added services market growth during the forecast period.
The adoption of MVAS is challenging, which impedes its growth. Privacy concerns have emerged as a major issue, with consumers expressing apprehension regarding the collection and use of their personal data. OnMobile, Comverse, InMobi, and other key players in the MVAS market are addressing these concerns by implementing consumer authentication and secure connections. Moreover, the government's efforts to promote digitalization and brand new commodities have also contributed to the growth of the MVAS market. Mobile applications and the mobile web have further expanded the reach of these services, making them accessible to a wider audience. Consulting firms and enterprises are leveraging MVAS to enhance their offerings and engage with consumers more effectively.
Despite these opportunities, the implementation of MVAS services can be complex, requiring significant resources and expertise. Mobile advertising, for instance, requires a deep understanding of consumer behavior and preferences to deliver targeted and effective campaigns. Mobile infotainment, on the other hand, requires high-quality content and seamless delivery to keep consumers engaged. In conclusion, the MVAS market is poised for growth, driven by technology advancements, consumer demand, and government initiatives. However, privacy concerns and complex implementation challenges remain key hurdles that need to be addressed to fully realize the potential of these services. Such factors will hinder mobile value-added services market growth during the forecast period.
The mobile value-added services market forecasting report includes the adoption lifecycle of the market research and growth, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the MVAS market research and growth report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and trends strategies.
Global Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Alphabet Inc.; The company offers mobile value-added services (MVAS) such as real-time sports updates, live scoring, and multimedia content among mobile users.
America Movil SAB de CV, Apple Inc., AT and T Inc., Call Up, Cisco Systems Inc., Comviva Technologies Ltd., Huawei Technologies Co., Ltd., Infosys Ltd., InMobi Pte. Ltd., International Business Machines Corp., Monty Mobile, MyRepublic Ltd, OnMobile Global Ltd., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Singapore Telecommunications Ltd., Telcovas Solutions and Services Pvt Ltd, Telefonaktiebolaget LM Ericsson, and Vodafone Group Plc
Market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
MVAS refers to additional features and functionalities offered to mobile phone users, beyond basic voice and text services. These services include mobile applications, games, music, videos, news, weather, and financial information, among others. The MVAS market is experiencing significant growth due to increasing mobile phone penetration and the rising demand for digital content and services. MVAS providers are leveraging advanced technologies such as artificial intelligence, machine learning, and the Internet of Things (IoT) to offer personalized and contextually relevant services to consumers. The market is also driven by the growing trend of mobile commerce and the increasing popularity of mobile wallets and mobile payments. MVAS operators are focusing on expanding their offerings and partnerships to cater to the diverse needs and preferences of consumers. They are also investing in marketing and promotional activities to increase awareness and adoption of their services. The market is expected to continue its growth trajectory in the coming years, driven by the increasing use of smartphones and the growing demand for digital content and services.
Market Scope |
|
Report Coverage |
Details |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 18.33% |
Market growth 2024-2028 |
USD 1.01 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
15.05 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 58% |
Key countries |
US, China, Japan, India, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Alphabet Inc., America Movil SAB de CV, Apple Inc., AT and T Inc., Call Up, Cisco Systems Inc., Comviva Technologies Ltd., Huawei Technologies Co., Ltd., Infosys Ltd., InMobi Pte. Ltd., International Business Machines Corp., Monty Mobile, MyRepublic Ltd, OnMobile Global Ltd., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Singapore Telecommunications Ltd., Telcovas Solutions and Services Pvt Ltd, Telefonaktiebolaget LM Ericsson, and Vodafone Group Plc |
Market dynamics |
Parent market analysis, Mobile Value-added Services (MVAS) market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Mobile Value-added Services (MVAS) market worth and condition analysis for the forecast period. |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by End-user
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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