Mobile Value-added Services (VAS) Market by Product and Geography - Forecast and Analysis 2021-2025

  • Published: Oct 2021
  • Pages: 120
  • SKU: IRTNTR44646
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The mobile value-added services (VAS) market share is expected to increase by USD 497.27 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 14.10%.

This mobile value-added services (VAS) market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers market segmentation by product (mobile advertising, mobile games, mobile music, and video streaming, mobile money and m-commerce, and mobile publications) and geography (APAC, North America, Europe, South America, and MEA). The mobile value-added services (VAS) market report also offers information on several market vendors, including Alphabet Inc., America Movil SAB de CV, Apple Inc., Cisco Systems Inc., Huawei Investment and Holding Co. Ltd., International Business Machines Corp., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Telefonaktiebolaget LM Ericsson, and Vodafone Group Plc among others.

What will the Mobile Value-added Services (VAS) Market Size be During the Forecast Period?

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Mobile Value-added Services (VAS) Market: Key Drivers and Trends

Based on our research output, there has been a positive impact on the market growth during and post COVID-19 era. The rapid increase in smartphone penetration is notably driving the mobile value-added services (VAS) market growth, although factors such as constraints in content monetization may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the mobile value-added services (VAS) industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Mobile Value-added Services (VAS) Market Key Driver

One of the key factors driving growth in the mobile value-added services (VAS) market is the rapid increase in smartphone penetration. Consumers are increasingly using mobile devices for various purposes, ranging from gaming and web browsing to e-commerce and social media interaction. The rising disposable income globally has led to the adoption of smartphone devices and tablets and has been largely driven by users' needs to access content on the go. The portability of such devices has spurred a shift toward mobile platforms from traditional desktops. The high competition in the smartphone market is reflected in the declining prices of smartphones, thus making them affordable for consumers. The smartphone penetration will continue to increase in emerging economies such as India and China, owing to the improvements in Internet speeds and technological infrastructure.

Mobile Value-added Services (VAS) Market Key Trend

The increasing popularity of AR in location-based games is another major factor supporting the mobile value-added services (VAS) market share growth. The adoption of AR in location-based games, where virtual content is layered over real-world surroundings and objects, is increasing. The growth in popularity of AR in location-based games can be attributed primarily to platform flexibility. Unlike virtual reality (VR) games that require investments for dedicated eye gear and headsets, AR is compatible across most mobile devices and headsets. The growing trend of game offerings that merge AR with LBS is expected to attract significant investment from key mobile VAS providers such as Alphabet and Apple. This, in turn, will drive the mobile games segment, thereby fueling the growth of the global mobile value-added services (VAS) market.

Mobile Value-added Services (VAS) Market Key Challenge

The constraints in content monetization will be a major challenge for the mobile value-added services (VAS) market. Traditionally, the major revenue share for mobile service providers was generated from voice calls. However, owing to the rapid reduction in call tariffs and the advent of popular online calling applications and IM services, which provide free voice and video calling services, the revenue generated from voice calls has declined drastically. Several vendors, such as Reliance Industries and AT&T, which provide free OTT content through tie-ups with third-party vendors, are expected to switch over to a subscription-based revenue system. However, this is expected to present a significant challenge, as customers would have to pay for content services that were earlier available for free. Monetizing content to substitute voice call revenue is expected to hinder the growth of the global mobile value-added services (VAS) market.

This mobile value-added services (VAS) market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Analysis

Technavio categorizes the global mobile value-added services (VAS) market as a part of the global information technology (IT) spending market. The parent global IT spending market covers revenue generated from the sales and subscription of IT services, communications services, cloud services, IT hardware, and IT software. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the market in focus during the forecast period.

Who are the Major Mobile Value-added Services (VAS) Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

 

  • Alphabet Inc.
  • America Movil SAB de CV
  • Apple Inc.
  • Cisco Systems Inc.
  • Huawei Investment and Holding Co. Ltd.
  • International Business Machines Corp.
  • Reliance Industries Ltd.
  • Samsung Electronics Co. Ltd.
  • Telefonaktiebolaget LM Ericsson
  • Vodafone Group Plc

 

This statistical study of the mobile value-added services (VAS) market encompasses successful business strategies deployed by the key vendors. The mobile value-added services (VAS) market is fragmented and the vendors are deploying growth strategies such as forming strategic partnerships to compete in the market.

Product Insights and News

  • Cisco Systems Inc. - In January 2021, the company announced the acquisition of Acacia for $115 per share in cash, or approximately $4.5 billion on a fully diluted basis, net of cash and marketable securities.
  • Telefonaktiebolaget LM Ericsson - In September 2020, the company announced the acquisition of Cradlepoint, a US-based market leader in Wireless Edge WAN 4G and 5G enterprise solutions.

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The mobile value-added services (VAS) market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies. 

Value-added Services (VAS) Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the mobile value-added services (VAS)  market, which vendors can leverage to gain competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain of Internet and direct marketing retail products includes the following core components:

  • Inputs
  • Inbound logistics
  • Operations
  • Outbound logistics
  • Marketing and sales
  • Service
  • Support activities
  • Innovation

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Mobile Value-added Services (VAS) Market?

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59% of the market’s growth will originate from APAC during the forecast period. China, Japan, and India are the key markets for mobile value-added services (VAS) in APAC. Market growth in this region will be faster than the growth of the market in North American, MEA, and South American regions.

This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

Amidst the pandemic, the demand for mobile VAS has increased.  In January 2021, Allot Ltd. announced that CSP Tier-1 in Europe had chosen Allot HomeSecure and BusinessSecure to provide consumers and SMBs with cybersecurity and content control services. This agreement follows the service provider's successful implementation of Allot's NetworkSecure to protect customer premises equipment (CPE)/routers and devices installed in homes and business premises. The mobile value-added services (VAS)  market report has further insights to estimate the COVID recovery rate in all the regions. 

What are the Revenue-generating Product Segments in the Mobile Value-added Services (VAS) Market?

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The mobile value-added services (VAS) market share growth by the mobile advertising segment will be significant during the forecast period. This report provides an accurate prediction of the contribution of all the segments to the growth of the mobile value-added services (VAS) market size and actionable market insights on post COVID-19 impact on each segment.

 

Mobile Value-added Services (VAS) Market Scope

Report Coverage

Details

Page number

120

Base year

2020

Forecast period

2021-2025

Growth momentum & CAGR

Accelerate at a CAGR of 14.10%

Market growth 2021-2025

$ 497.27 billion

Market structure

Fragmented

YoY growth (%)

11.07

Regional analysis

APAC, North America, Europe, South America, and MEA

Performing market contribution

APAC at 59%

Key consumer countries

US, China, Japan, India, and Germany

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Companies profiled

Alphabet Inc., America Movil SAB de CV, Apple Inc., AT and T Inc., Cisco Systems Inc., Comviva Technologies Ltd., Huawei Investment and Holding Co. Ltd., Infosys Ltd., International Business Machines Corp., KongZhong.com, KRAFTON Inc., Mahindra and Mahindra Ltd., Niantic Inc., One Technologies Group, One97 Communications Ltd., OnMobile Global Ltd., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Telefonaktiebolaget LM Ericsson, Vodafone Group Plc

Market Dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and future consumer dynamics, Market condition analysis for the forecast period

Customization purview

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What are the Key Data Covered in this Mobile Value-added Services (VAS) Market Report?

  • CAGR of the market during the forecast period 2021-2025
  • Detailed information on factors that will drive mobile value-added services (VAS) market growth during the next five years
  • Precise estimation of the mobile value-added services (VAS) market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the mobile value-added services (VAS) industry across APAC, North America, Europe, South America, and MEA
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of mobile value-added services (VAS) market vendors

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Executive Summary

Market Landscape

  • Market ecosystem
  • Value chain analysis

Market Sizing

  • Market definition
  • Market segment analysis
  • Market size 2020
  • Market outlook: Forecast for 2020 - 2025

Five Forces Analysis

  • Bargaining power of buyers
  • Bargaining power of suppliers
  • Threat of new entrants
  • Threat of substitutes
  • Threat of rivalry
  • Market condition

Market Segmentation by Product

  • Market segments
  • Comparison by Product
  • Mobile advertising - Market size and forecast 2020-2025
  • Mobile games - Market size and forecast 2020-2025
  • Mobile music and video streaming - Market size and forecast 2020-2025
  • Mobile money and m-commerce - Market size and forecast 2020-2025
  • Mobile publications - Market size and forecast 2020-2025
  • Market opportunity by Product

Customer landscape

Geographic Landscape

  • Geographic segmentation
  • Geographic comparison
  • APAC - Market size and forecast 2020-2025
  • North America - Market size and forecast 2020-2025
  • Europe - Market size and forecast 2020-2025
  • South America - Market size and forecast 2020-2025
  • MEA - Market size and forecast 2020-2025
  • Key leading countries
  • Market opportunity by geography
  • Market drivers
  • Market challenges
  • Market trends

Vendor Landscape

  • Overview
  • Landscape disruption

Vendor Analysis

  • Vendors covered
  • Market positioning of vendors
  • Alphabet Inc.
  • America Movil SAB de CV
  • Apple Inc.
  • Cisco Systems Inc.
  • Huawei Investment and Holding Co. Ltd.
  • International Business Machines Corp.
  • Reliance Industries Ltd.
  • Samsung Electronics Co. Ltd.
  • Telefonaktiebolaget LM Ericsson
  • Vodafone Group Plc

Appendix

  • Scope of the report
  • Currency conversion rates for US$
  • Research methodology
  • List of abbreviations

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

TechnavioINFORMATION SOURCES

Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases
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TechnavioDATA ANALYSIS

Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts
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TechnavioREPORT WRITING

Qualitative

  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis

Quantitative

  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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The mobile value-added services (vas) market growth will increase by $342.50 billion during 2019-2024.
The mobile value-added services (vas) market is expected to grow at a CAGR of 14.57% during 2019-2024.
Technavio has segmented the mobile value-added services (vas) market by product (Mobile advertising, Mobile games, Mobile music and video streaming, Mobile money and m-commerce, and Mobile publications) and geographic (APAC, North America, Europe, South America, and MEA).
Alphabet Inc., America Movil SAB de CV, Apple Inc., Cisco Systems Inc., Huawei Investment & Holding Co. Ltd., International Business Machines Corp., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Telefonaktiebolaget LM Ericsson, Vodafone Group Plc are a few of the key vendors in the mobile value-added services (vas) market.
APAC will register the highest growth rate of 59.39% among the other regions. Therefore, the mobile value-added services (vas) market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
The key factors driving the mobile value-added services (vas) market growth are:
  • Rapid increase in smartphone penetration
The mobile value-added services (vas) market vendors should focus on grabbing business opportunities from the mobile advertising segment as it accounted for the largest market share in the base year.
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