サンプル依頼リスト カート
  • English
  • Traditional Chinese
  • Simplified Chinese
デフォルト表紙
市場調査レポート
商品コード
1519395

モバイル付加価値サービス（MVAS）市場レポート：ソリューション、デバイスタイプ、エンドユーザー、業界別、地域別、2024年～2032年

Mobile Value-Added Services Market Report by Solution, Device Type, End-User, Vertical, and Region 2024-2032

出版日
発行
IMARC
ページ情報
英文 135 Pages
納期
2～3営業日
カスタマイズ可能
価格
価格表記: USDを日本円(税抜)に換算
本日の銀行送金レート: 1USD=144.06円
モバイル付加価値サービス（MVAS）市場レポート：ソリューション、デバイスタイプ、エンドユーザー、業界別、地域別、2024年～2032年
出版日: 2024年07月01日
発行: IMARC
ページ情報: 英文 135 Pages
納期: 2～3営業日
GIIご利用のメリット
  • 全表示
  • 概要
  • 図表
  • 目次
概要

世界のモバイル付加価値サービス（MVAS）の市場規模は、2023年に9,835億米ドルに達しました。今後、IMARC Groupは、2024年から2032年にかけて13.4%の成長率（CAGR）を示し、2032年までに3兆1,562億米ドルに達すると予測しています。スマートフォンやモバイル機器の普及拡大、パーソナライズされた利便性の高いユーザー体験に対する需要の高まり、モバイル技術の革新と第5世代（5G）ネットワークの展開などが、市場を推進する主な要因となっています。

モバイル付加価値サービス（MVAS）とは、基本的な音声通信やテキスト・メッセージングを超える追加サービスのことで、モバイル事業者がユーザー体験を向上させ、追加の収益源を生み出すために提供します。MVASは、モバイル・アプリ、コンテンツ・サブスクリプション、モバイル・バンキング、エンターテインメント・サービスなど、幅広いサービスから構成されます。モバイル・オペレーターは、便利で価値を高める機能をユーザーに提供するために、モバイル・デバイスとネットワークの機能を備えています。総合的でパーソナライズされたモバイル体験を実現するため、MVASの需要は世界中で高まっています。

現在、ナビゲーション、ローカル・レコメンデーション、ジオターゲット・マーケティングなどのロケーション・ベース・サービスをMVASに統合し、ユーザー・エンゲージメントを高める動きが活発化しており、市場の成長に寄与しています。これに伴い、より高速で信頼性の高いデータ伝送に対する需要が高まっていることも、市場の見通しに明るさをもたらしています。さらに、モバイル・アプリやデジタル・コンテンツ消費の人気の高まりは、業界の投資家に有利な成長機会を提供しています。これとは別に、世界中の大衆の間でモバイル決済や金融サービスへの嗜好が高まっていることも、市場の成長を強めています。さらに、世界の政府の好意的な政策が市場の成長を支えています。このほか、フィットネス・アプリ、遠隔患者モニタリング、ウェルネス・コーチングといったヘルスケア分野でのMVAS需要の高まりや、健康とセルフケアへの関心の高まりが、市場の成長を後押ししています。

モバイル付加価値サービス（MVAS）市場の動向と促進要因：

スマートフォンやモバイル機器の普及拡大

スマートフォンやその他のモバイル機器の大衆への普及が進んでいることに加え、世界中でインターネットが簡単に利用できるようになったことが、市場の成長に寄与しています。また、スマートフォンは、日常業務を簡単かつ効率的に処理するための多用途プラットフォームとして機能します。モバイル機器は、幅広い情報やサービスに瞬時にアクセスできます。これに伴い、高速インターネット接続が利用可能になるため、ユーザーは接続を維持し、ソーシャルメディア・プラットフォームにアクセスし、遅延や中断なしにシームレスにインターネットを閲覧できるようになります。これとは別に、ユーザーは基本的なコミュニケーション以上の価値を求めるようになっており、市場の見通しは明るいです。エンターテインメントや教育から生産性や健康に至るまで、MVASはユーザーの様々な側面に対応しています。

パーソナライズされた便利な体験への需要の高まり

世界的に個人向けにカスタマイズされた便利な体験に対する需要が高まっていることが、市場の成長を後押ししています。これに伴い、MVASは個人の嗜好やニーズに合わせたソリューションを提供しています。消費者は、自分の関心や行動に沿ったサービスへのシームレスなアクセスを期待しています。これとは別に、MVASは、パーソナライズされたコンテンツ・レコメンデーション、ロケーション・ベース・サービス、カスタマイズされた通知などのサービスを提供することで、個人のさまざまなニーズに対応しています。さらに、関連情報やサービスにリアルタイムでアクセスできることは、ユーザーの満足度やエンゲージメントを高めるのに役立ち、市場にプラスの影響を与えています。MVASプロバイダーは、競合情勢の中で適切なサービスを提供し続けるために、継続的な技術革新を行っています。

モバイル技術と接続性の革新

さまざまな企業が、世界中の多くの消費者を惹きつけるためにモバイル技術を革新しています。さらに、第5世代（5G）ネットワークの展開により、モバイル機器の機能が向上しています。これに加えて、5G技術は、より高速なデータ、低遅延、ネットワーク容量の増加により、より没入的でデータ集約的なMVASコンテンツを配信する可能性を高めるのに役立っています。これに伴い、これらの進歩は、拡張現実（AR）、仮想現実（VR）、高解像度ビデオストリーミングなどのサービスにとって特に重要です。接続性が向上することで、企業はユーザー体験を向上させる、より改善されたインタラクティブなMVASサービスを開発・提供できるようになります。

目次

第1章 序文

第2章 調査範囲と調査手法

  • 調査の目的
  • ステークホルダー
  • データソース
    • 一次情報
    • 二次情報
  • 市場推定
    • ボトムアップアプローチ
    • トップダウンアプローチ
  • 調査手法

第3章 エグゼクティブサマリー

第4章 イントロダクション

  • 概要
  • 主要業界動向

第5章 世界モバイル付加価値サービス（MVAS）市場

  • 市場概要
  • 市場実績
  • COVID-19の影響
  • 市場予測

第6章 市場内訳：ソリューション

  • ショートメッセージサービス（SMS）
    • 市場動向
    • 市場予測
  • マルチメディアメッセージングサービス（MMS）
    • 市場動向
    • 市場予測
  • 位置情報サービス
    • 市場動向
    • 市場予測
  • モバイルメールとIM
    • 市場動向
    • 市場予測
  • モバイルマネー
    • 市場動向
    • 市場予測
  • モバイル広告
    • 市場動向
    • 市場予測
  • モバイルインフォテインメント
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第7章 市場内訳：デバイスタイプ別

  • 携帯電話
    • 市場動向
    • 市場予測
  • タブレットPC
    • 市場動向
    • 市場予測
  • ノートパソコン/データカード
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第8章 市場内訳：エンドユーザー別

  • 中小企業
    • 市場動向
    • 市場予測
  • 企業
    • 市場動向
    • 市場予測

第9章 市場内訳：業界別

  • BFSI
    • 市場動向
    • 市場予測
  • メディアとエンターテイメント
    • 市場動向
    • 市場予測
  • ヘルスケア
    • 市場動向
    • 市場予測
  • 教育
    • 市場動向
    • 市場予測
  • 小売り
    • 市場動向
    • 市場予測
  • 政府
    • 市場動向
    • 市場予測
  • 通信・IT
    • 市場動向
    • 市場予測
  • その他
    • 市場動向
    • 市場予測

第10章 市場内訳：地域別

  • 北米
    • 米国
    • カナダ
  • アジア太平洋地域
    • 中国
    • 日本
    • インド
    • 韓国
    • オーストラリア
    • インドネシア
    • その他
  • 欧州
    • ドイツ
    • フランス
    • 英国
    • イタリア
    • スペイン
    • ロシア
    • その他
  • ラテンアメリカ
    • ブラジル
    • メキシコ
    • その他
  • 中東・アフリカ
    • 市場動向
    • 市場内訳：国別
    • 市場予測

第11章 SWOT分析

  • 概要
  • 強み
  • 弱み
  • 機会
  • 脅威

第12章 バリューチェーン分析

第13章 ポーターのファイブフォース分析

  • 概要
  • 買い手の交渉力
  • 供給企業の交渉力
  • 競合の程度
  • 新規参入業者の脅威
  • 代替品の脅威

第14章 価格指標

第15章 競合情勢

  • 市場構造
  • 主要企業
  • 主要企業のプロファイル
    • AT&T
    • Alphabet Inc.
    • Amazon.com Inc.
    • Apple Inc.
    • Baidu Inc.
    • Comverse Technology Inc.
    • Gaana.com
    • Gemalto
    • Google LLC
    • InMobi
    • Kongzhong Corp
    • Mahindra Comviva
    • Mobily
    • One97 Communications Ltd.
    • OnMobile
    • Vodafone Group Plc
図表

List of Figures

  • Figure 1: Global: Mobile Value-Added Services Market: Major Drivers and Challenges
  • Figure 2: Global: Mobile Value-Added Services Market: Sales Value (in Billion US$), 2018-2023
  • Figure 3: Global: Mobile Value-Added Services Market: Breakup by Solution (in %), 2023
  • Figure 4: Global: Mobile Value-Added Services Market: Breakup by Device Type (in %), 2023
  • Figure 5: Global: Mobile Value-Added Services Market: Breakup by End-User (in %), 2023
  • Figure 6: Global: Mobile Value-Added Services Market: Breakup by Vertical (in %), 2023
  • Figure 7: Global: Mobile Value-Added Services Market: Breakup by Region (in %), 2023
  • Figure 8: Global: Mobile Value-Added Services Market Forecast: Sales Value (in Billion US$), 2024-2032
  • Figure 9: Global: Mobile Value-Added Services (Short Messaging Service) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 10: Global: Mobile Value-Added Services (Short Messaging Service) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 11: Global: Mobile Value-Added Services (Multimedia Messaging Service) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 12: Global: Mobile Value-Added Services (Multimedia Messaging Service) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 13: Global: Mobile Value-Added Services (Location Based Services) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 14: Global: Mobile Value-Added Services (Location Based Services) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 15: Global: Mobile Value-Added Services (Mobile Email & IM) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 16: Global: Mobile Value-Added Services (Mobile Email & IM) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 17: Global: Mobile Value-Added Services (Mobile Money) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 18: Global: Mobile Value-Added Services (Mobile Money) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 19: Global: Mobile Value-Added Services (Mobile Advertising) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 20: Global: Mobile Value-Added Services (Mobile Advertising) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 21: Global: Mobile Value-Added Services (Mobile Infotainment) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 22: Global: Mobile Value-Added Services (Mobile Infotainment) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 23: Global: Mobile Value-Added Services (Other Solutions) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 24: Global: Mobile Value-Added Services (Other Solutions) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 25: Global: Mobile Value-Added Services (Mobile Phone) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 26: Global: Mobile Value-Added Services (Mobile Phone) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 27: Global: Mobile Value-Added Services (Tablet PC) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 28: Global: Mobile Value-Added Services (Tablet PC) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 29: Global: Mobile Value-Added Services (Laptop/Data-Card) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 30: Global: Mobile Value-Added Services (Laptop/Data-Card) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 31: Global: Mobile Value-Added Services (Other Device Types) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 32: Global: Mobile Value-Added Services (Other Device Types) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 33: Global: Mobile Value-Added Services (SMBs) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 34: Global: Mobile Value-Added Services (SMBs) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 35: Global: Mobile Value-Added Services (Enterprises) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 36: Global: Mobile Value-Added Services (Enterprises) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 37: Global: Mobile Value-Added Services (BFSI) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 38: Global: Mobile Value-Added Services (BFSI) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 39: Global: Mobile Value-Added Services (Media and Entertainment) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 40: Global: Mobile Value-Added Services (Media and Entertainment) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 41: Global: Mobile Value-Added Services (Healthcare) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 42: Global: Mobile Value-Added Services (Healthcare) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 43: Global: Mobile Value-Added Services (Education) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 44: Global: Mobile Value-Added Services (Education) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 45: Global: Mobile Value-Added Services (Retail) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 46: Global: Mobile Value-Added Services (Retail) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 47: Global: Mobile Value-Added Services (Government) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 48: Global: Mobile Value-Added Services (Government) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 49: Global: Mobile Value-Added Services (Telecom & IT) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 50: Global: Mobile Value-Added Services (Telecom & IT) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 51: Global: Mobile Value-Added Services (Other Verticals) Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 52: Global: Mobile Value-Added Services (Other Verticals) Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 53: North America: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 54: North America: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 55: United States: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 56: United States: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 57: Canada: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 58: Canada: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 59: Asia Pacific: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 60: Asia Pacific: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 61: China: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 62: China: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 63: Japan: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 64: Japan: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 65: India: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 66: India: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 67: South Korea: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 68: South Korea: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 69: Australia: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 70: Australia: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 71: Indonesia: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 72: Indonesia: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 73: Others: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 74: Others: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 75: Europe: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 76: Europe: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 77: Germany: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 78: Germany: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 79: France: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 80: France: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 81: United Kingdom: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 82: United Kingdom: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 83: Italy: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 84: Italy: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 85: Spain: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 86: Spain: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 87: Russia: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 88: Russia: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 89: Others: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 90: Others: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 91: Latin America: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 92: Latin America: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 93: Brazil: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 94: Brazil: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 95: Mexico: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 96: Mexico: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 97: Others: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 98: Others: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 99: Middle East and Africa: Mobile Value-Added Services Market: Sales Value (in Million US$), 2018 & 2023
  • Figure 100: Middle East and Africa: Mobile Value-Added Services Market Forecast: Sales Value (in Million US$), 2024-2032
  • Figure 101: Global: Mobile Value-Added Services Industry: SWOT Analysis
  • Figure 102: Global: Mobile Value-Added Services Industry: Value Chain Analysis
  • Figure 103: Global: Mobile Value-Added Services Industry: Porter's Five Forces Analysis

List of Tables

  • Table 1: Global: Mobile Value-Added Services Market: Key Industry Highlights, 2023 and 2032
  • Table 2: Global: Mobile Value-Added Services Market Forecast: Breakup by Solution (in Million US$), 2024-2032
  • Table 3: Global: Mobile Value-Added Services Market Forecast: Breakup by Device Type (in Million US$), 2024-2032
  • Table 4: Global: Mobile Value-Added Services Market Forecast: Breakup by End-User (in Million US$), 2024-2032
  • Table 5: Global: Mobile Value-Added Services Market Forecast: Breakup by Vertical (in Million US$), 2024-2032
  • Table 6: Global: Mobile Value-Added Services Market Forecast: Breakup by Region (in Million US$), 2024-2032
  • Table 7: Global: Mobile Value-Added Services Market: Competitive Structure
  • Table 8: Global: Mobile Value-Added Services Market: Key Players
目次
Product Code: SR112024A2123

The global mobile value-added services (MVAS) market size reached US$ 983.5 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 3,156.2 Billion by 2032, exhibiting a growth rate (CAGR) of 13.4% during 2024-2032. The growing adoption of smartphones and mobile devices, rising demand for personalized and convenient user experiences, and innovations in mobile technology and deployment of fifth generation (5G) networks are some of the major factors propelling the market.

Mobile value-added services (MVAS) refer to additional services that are beyond basic voice communication and text messaging that mobile operators offer to enhance user experience and generate additional revenue streams. They comprise a wide range of offerings, such as mobile apps, content subscriptions, mobile banking, and entertainment services. They have capabilities of mobile devices and networks to provide users with convenient and value-enhancing functionalities. As they create a comprehensive and personalized mobile experience, the demand for MVAS is increasing across the globe.

At present, the rising integration of location-based services, such as navigation, local recommendations, and geotargeted marketing, in MVAS to enhance user engagement, is contributing to the growth of the market. In line with this, the growing demand for faster and more reliable data transmission is providing a positive market outlook. Moreover, the increasing popularity of mobile apps and digital content consumption is offering lucrative growth opportunities to industry investors. Apart from this, the rising preference for mobile payments and financial services among the masses around the world is strengthening the growth of the market. Furthermore, favorable government policies worldwide are supporting the growth of the market. Besides this, the rising demand for MVAS in the healthcare sector in fitness apps, remote patient monitoring, and wellness coaching, along with the increasing focus on health and self-care, is bolstering the growth of the market.

Mobile Value-Added Services (MVAS) Market Trends/Drivers:

Rising adoption of smartphones and mobile devices

The rising adoption of smartphones and other mobile devices among the masses, along with the ease of internet facilities around the world, is contributing to the growth of the market. In addition, smartphones act as a versatile platform that assists in handling daily tasks easily and efficiently. Mobile devices provide individuals with instant access to a wide range of information and services. In line with this, the availability of high-speed internet connectivity allows users to stay connected, access social media platforms, and browse the internet seamlessly without any delay and disruptions. Apart from this, users are increasingly seeking value beyond basic communication, which is offering a positive market outlook. From entertainment and education to productivity and health, MVAS caters to various aspects of users.

Increasing demand for personalized and convenient experiences

The increasing demand for personalized and convenient experiences among individuals worldwide is bolstering the growth of the market. In line with this, MVAS provides tailored solutions that cater to individual preferences and needs. Consumers expect seamless access to services that align with their interests and behaviors. Apart from this, MVAS caters to the different needs of individuals by offering services, such as personalized content recommendations, location-based services, and customized notifications. In addition, the ability to access relevant information and services in real time assists in enhancing user satisfaction and engagement, which is positively influencing the market. MVAS providers are continuously innovating their offerings to stay relevant in a competitive landscape.

Innovations in mobile technology and connectivity

Various players are innovating mobile technology to attract a large consumer base across the globe. In addition, the deployment of fifth generation (5G) networks is increasing the capabilities of mobile devices. Besides this, the 5G technology assists in enhancing the potential for delivering more immersive and data intensive MVAS content due to its higher data speeds, lower latency, and increased network capacity. In line with this, these advancements are particularly crucial for services, such as augmented reality (AR), virtual reality (VR), and high-definition video streaming. The improved connectivity allows businesses to create and deliver improved and more interactive MVAS offerings that enhance user experiences.

Mobile Value-Added Services (MVAS) Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global mobile value-added services (MVAS) market report, along with forecasts at the global, regional and country levels for 2024-2032. Our report has categorized the market based on solution, device type, end-user, and vertical.

Breakup by Solution:

Short Messaging Service (SMS)

Multimedia Messaging Service (MMS)

Location Based Services

Mobile Email and IM

Mobile Money

Mobile Advertising

Mobile Infotainment

Others

Short messaging service (SMS) represents the largest market segment

The report has provided a detailed breakup and analysis of the market based on the solution. This includes short messaging service (SMS), multimedia messaging service (MMS), location based services, mobile email and IM, mobile money, mobile advertising, mobile infotainment, and others. According to the report, short messaging service (SMS) represented the largest segment. Short messaging service (SMS) is an essential component of MVAS that enables users to exchange concise text messages over mobile networks. SMS-based solutions comprise a wide range of functionalities, such as transactional notifications, alerts, two-factor authentication, and marketing campaigns. In addition, businesses are integrating SMS for enhanced customer engagement, sending timely updates, promotions, and service-related information. It is compatible with virtually all mobile devices and has low cost and minimal technical requirements, which makes SMS a viable option in various regions and industries.

Breakup by Device Type:

Mobile Phone

Tablet PC

Laptop or Data-Card

Others

The report has provided a detailed breakup and analysis of the market based on the device type. This includes mobile phone, tablet PC, laptop or data-card, and others.

These services in mobile phones range from SMS-based solutions to mobile apps that cater to various needs, such as communication, entertainment, and productivity among the masses. In addition, the portability and connectivity of mobile phones enable users to access a diverse range of MVAS easily.

Tablet PCs offer a larger screen and enhanced multimedia capabilities, which makes them suitable for content consumption and interactive experiences. MVAS tailored for tablets, includes e-books, video streaming, and interactive educational apps. Users often opt for tablet-specific applications due to their larger display for a more immersive experience.

Laptop or data-card enables users to access MVAS with a focus on productivity, research, and connectivity. These devices are commonly used for work-related services, such as cloud-based collaboration, online meetings, and data-intensive applications. Laptops provide a more comprehensive interface for MVAS requiring extensive input or complex interactions.

Breakup by End-User:

SMBs

Enterprises

Enterprises account for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the end-user. This includes SMBs and enterprises. According to the report, enterprises represented the largest segment. Enterprises encompass a wide range of businesses of all sizes of various industries. Enterprises are seeking to leverage MVAS to enhance their operations, customer engagement, and overall efficiency, which is offering a positive market outlook. MVAS solutions tailored for enterprises include mobile marketing campaigns, business communication tools, mobile payment integrations, and workforce management applications. Enterprises utilize MVAS to streamline communication with customers and clients and facilitate real-time updates, transaction notifications, and personalized offers. Additionally, mobile apps and services cater to internal functions, optimize employee collaboration, project management, and data analysis.

Breakup by Vertical:

BFSI

Media and Entertainment

Healthcare

Education

Retail

Government

Telecom and IT

Others

Government holds the biggest market share

The report has provided a detailed breakup and analysis of the market based on the vertical. This includes BFSI, media and entertainment, healthcare, education, retail, government, telecom and IT, and others. According to the report, government represented the largest segment. MVAS solutions for governments encompass a range of applications, such as emergency alerts, public information dissemination, and interactive platforms for citizen feedback. Government agencies also utilize MVAS for administrative processes, such as mobile-based e-governance services for applications like online tax payment, vehicle registration, and document verification. These solutions enhance convenience for citizens and promote transparency in government operations. Furthermore, MVAS aids in disaster management and enables timely alerts and coordination during crises.

Breakup by Region:

North America

United States

Canada

Asia Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

Asia Pacific exhibits a clear dominance, accounting for the largest mobile value-added services (MVAS) market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, Asia Pacific accounted for the largest market share.

Asia Pacific held the biggest market share due to the increasing adoption of mobile technology. In addition, rising collaborations between mobile operators and content providers is propelling the growth of the market. Apart from this, the growing adoption of smartphones among individuals is offering a positive market outlook in the region. Additionally, favorable government initiatives for promoting digitalization and smart city development are contributing to the growth in the Asia Pacific market.

Competitive Landscape:

Key players are continually introducing new and diverse services by developing mobile apps, content subscriptions, personalized experiences, and interactive platforms to cater to a wide range of user needs, from entertainment to productivity. In addition, increasing collaborations between MVAS providers, mobile operators, content creators, and technology companies facilitate the integration of content, technology, and distribution channels, that enhance the MVAS ecosystem. Apart from this, companies are focusing on improving user experiences by enhancing the design, functionality, and ease of use of their services. They are incorporating user feedback to refine services and ensure optimal engagement of users. Furthermore, manufacturers are investing in advanced security measures to ensure the data protection of users.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

AT&T

Alphabet Inc.

Amazon.com Inc.

Apple Inc.

Baidu Inc.

Comverse Technology Inc.

Gaana.com

Gemalto

Google LLC

InMobi

Kongzhong Corp

Mahindra Comviva

Mobily

One97 Communications Ltd.

OnMobile

Vodafone Group Plc

Recent Developments:

In 2021, InMobi collaborated with The Trade Desk to expand access to the pulse brand lift solution for marketers. Through the partnership, InMobi's mobile-first consumer intelligence platform - InMobi Pulse, will be available on The Trade Desk's demand side platform (DSP).

In 2020, Apple announced that even more customers can enjoy many of Apple's most popular Services. The App Store, Apple Arcade, Apple Music, Apple Podcasts, and iCloud are now available in 20 more countries, and Apple Music is available in 52 additional countries.

In 2023, Google announced a range of new artificial intelligence-powered features in its translation application at its Live from Paris virtual event. The new features include more contextual translation options with descriptions and examples, a redesigned app for Apple's iOS operating system, and an augmented-reality translation feature through Google Lens.

Key Questions Answered in This Report:

  • How has the global mobile value-added services (MVAS) market performed so far, and how will it perform in the coming years?
  • What are the drivers, restraints, and opportunities in the global mobile value-added services (MVAS) market?
  • What is the impact of each driver, restraint, and opportunity on the global mobile value-added services (MVAS) market?
  • What are the key regional markets?
  • Which countries represent the most attractive mobile value-added services (MVAS) market?
  • What is the breakup of the market based on the solution?
  • Which is the most attractive solution in the mobile value-added services (MVAS) market?
  • What is the breakup of the market based on the device type?
  • Which is the most attractive device type in the mobile value-added services (MVAS) market?
  • What is the breakup of the market based on the end-user?
  • Which is the most attractive end-user in the mobile value-added services (MVAS) market?
  • What is the breakup of the market based on the vertical?
  • Which is the most attractive vertical in the mobile value-added services (MVAS) market?
  • What is the competitive structure of the global mobile value-added services (MVAS) market?
  • Who are the key players/companies in the global mobile value-added services (MVAS) market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

  • 4.1 Overview
  • 4.2 Key Industry Trends

5 Global Mobile Value-Added Services (MVAS) Market

  • 5.1 Market Overview
  • 5.2 Market Performance
  • 5.3 Impact of COVID-19
  • 5.4 Market Forecast

6 Market Breakup by Solution

  • 6.1 Short Messaging Service (SMS)
    • 6.1.1 Market Trends
    • 6.1.2 Market Forecast
  • 6.2 Multimedia Messaging Service (MMS)
    • 6.2.1 Market Trends
    • 6.2.2 Market Forecast
  • 6.3 Location Based Services
    • 6.3.1 Market Trends
    • 6.3.2 Market Forecast
  • 6.4 Mobile Email & IM
    • 6.4.1 Market Trends
    • 6.4.2 Market Forecast
  • 6.5 Mobile Money
    • 6.5.1 Market Trends
    • 6.5.2 Market Forecast
  • 6.6 Mobile Advertising
    • 6.6.1 Market Trends
    • 6.6.2 Market Forecast
  • 6.7 Mobile Infotainment
    • 6.7.1 Market Trends
    • 6.7.2 Market Forecast
  • 6.8 Others
    • 6.8.1 Market Trends
    • 6.8.2 Market Forecast

7 Market Breakup by Device Type

  • 7.1 Mobile Phone
    • 7.1.1 Market Trends
    • 7.1.2 Market Forecast
  • 7.2 Tablet PC
    • 7.2.1 Market Trends
    • 7.2.2 Market Forecast
  • 7.3 Laptop/Data-Card
    • 7.3.1 Market Trends
    • 7.3.2 Market Forecast
  • 7.4 Others
    • 7.4.1 Market Trends
    • 7.4.2 Market Forecast

8 Market Breakup by End-User

  • 8.1 SMBs
    • 8.1.1 Market Trends
    • 8.1.2 Market Forecast
  • 8.2 Enterprises
    • 8.2.1 Market Trends
    • 8.2.2 Market Forecast

9 Market Breakup by Vertical

  • 9.1 BFSI
    • 9.1.1 Market Trends
    • 9.1.2 Market Forecast
  • 9.2 Media and Entertainment
    • 9.2.1 Market Trends
    • 9.2.2 Market Forecast
  • 9.3 Healthcare
    • 9.3.1 Market Trends
    • 9.3.2 Market Forecast
  • 9.4 Education
    • 9.4.1 Market Trends
    • 9.4.2 Market Forecast
  • 9.5 Retail
    • 9.5.1 Market Trends
    • 9.5.2 Market Forecast
  • 9.6 Government
    • 9.6.1 Market Trends
    • 9.6.2 Market Forecast
  • 9.7 Telecom & IT
    • 9.7.1 Market Trends
    • 9.7.2 Market Forecast
  • 9.8 Others
    • 9.8.1 Market Trends
    • 9.8.2 Market Forecast

10 Market Breakup by Region

  • 10.1 North America
    • 10.1.1 United States
      • 10.1.1.1 Market Trends
      • 10.1.1.2 Market Forecast
    • 10.1.2 Canada
      • 10.1.2.1 Market Trends
      • 10.1.2.2 Market Forecast
  • 10.2 Asia Pacific
    • 10.2.1 China
      • 10.2.1.1 Market Trends
      • 10.2.1.2 Market Forecast
    • 10.2.2 Japan
      • 10.2.2.1 Market Trends
      • 10.2.2.2 Market Forecast
    • 10.2.3 India
      • 10.2.3.1 Market Trends
      • 10.2.3.2 Market Forecast
    • 10.2.4 South Korea
      • 10.2.4.1 Market Trends
      • 10.2.4.2 Market Forecast
    • 10.2.5 Australia
      • 10.2.5.1 Market Trends
      • 10.2.5.2 Market Forecast
    • 10.2.6 Indonesia
      • 10.2.6.1 Market Trends
      • 10.2.6.2 Market Forecast
    • 10.2.7 Others
      • 10.2.7.1 Market Trends
      • 10.2.7.2 Market Forecast
  • 10.3 Europe
    • 10.3.1 Germany
      • 10.3.1.1 Market Trends
      • 10.3.1.2 Market Forecast
    • 10.3.2 France
      • 10.3.2.1 Market Trends
      • 10.3.2.2 Market Forecast
    • 10.3.3 United Kingdom
      • 10.3.3.1 Market Trends
      • 10.3.3.2 Market Forecast
    • 10.3.4 Italy
      • 10.3.4.1 Market Trends
      • 10.3.4.2 Market Forecast
    • 10.3.5 Spain
      • 10.3.5.1 Market Trends
      • 10.3.5.2 Market Forecast
    • 10.3.6 Russia
      • 10.3.6.1 Market Trends
      • 10.3.6.2 Market Forecast
    • 10.3.7 Others
      • 10.3.7.1 Market Trends
      • 10.3.7.2 Market Forecast
  • 10.4 Latin America
    • 10.4.1 Brazil
      • 10.4.1.1 Market Trends
      • 10.4.1.2 Market Forecast
    • 10.4.2 Mexico
      • 10.4.2.1 Market Trends
      • 10.4.2.2 Market Forecast
    • 10.4.3 Others
      • 10.4.3.1 Market Trends
      • 10.4.3.2 Market Forecast
  • 10.5 Middle East and Africa
    • 10.5.1 Market Trends
    • 10.5.2 Market Breakup by Country
    • 10.5.3 Market Forecast

11 SWOT Analysis

  • 11.1 Overview
  • 11.2 Strengths
  • 11.3 Weaknesses
  • 11.4 Opportunities
  • 11.5 Threats

12 Value Chain Analysis

13 Porters Five Forces Analysis

  • 13.1 Overview
  • 13.2 Bargaining Power of Buyers
  • 13.3 Bargaining Power of Suppliers
  • 13.4 Degree of Competition
  • 13.5 Threat of New Entrants
  • 13.6 Threat of Substitutes

14 Price Indicators

15 Competitive Landscape

  • 15.1 Market Structure
  • 15.2 Key Players
  • 15.3 Profiles of Key Players
    • 15.3.1 AT&T
      • 15.3.1.1 Company Overview
      • 15.3.1.2 Product Portfolio
      • 15.3.1.3 Financials
      • 15.3.1.4 SWOT Analysis
    • 15.3.2 Alphabet Inc.
      • 15.3.2.1 Company Overview
      • 15.3.2.2 Product Portfolio
      • 15.3.2.3 Financials
      • 15.3.2.4 SWOT Analysis
    • 15.3.3 Amazon.com Inc.
      • 15.3.3.1 Company Overview
      • 15.3.3.2 Product Portfolio
      • 15.3.3.3 Financials
      • 15.3.3.4 SWOT Analysis
    • 15.3.4 Apple Inc.
      • 15.3.4.1 Company Overview
      • 15.3.4.2 Product Portfolio
      • 15.3.4.3 Financials
      • 15.3.4.4 SWOT Analysis
    • 15.3.5 Baidu Inc.
      • 15.3.5.1 Company Overview
      • 15.3.5.2 Product Portfolio
      • 15.3.5.3 Financials
      • 15.3.5.4 SWOT Analysis
    • 15.3.6 Comverse Technology Inc.
      • 15.3.6.1 Company Overview
      • 15.3.6.2 Product Portfolio
    • 15.3.7 Gaana.com
      • 15.3.7.1 Company Overview
      • 15.3.7.2 Product Portfolio
    • 15.3.8 Gemalto
      • 15.3.8.1 Company Overview
      • 15.3.8.2 Product Portfolio
    • 15.3.9 Google LLC
      • 15.3.9.1 Company Overview
      • 15.3.9.2 Product Portfolio
      • 15.3.9.3 SWOT Analysis
    • 15.3.10 InMobi
      • 15.3.10.1 Company Overview
      • 15.3.10.2 Product Portfolio
    • 15.3.11 Kongzhong Corp
      • 15.3.11.1 Company Overview
      • 15.3.11.2 Product Portfolio
    • 15.3.12 Mahindra Comviva
      • 15.3.12.1 Company Overview
      • 15.3.12.2 Product Portfolio
    • 15.3.13 Mobily
      • 15.3.13.1 Company Overview
      • 15.3.13.2 Product Portfolio
    • 15.3.14 One97 Communications Ltd.
      • 15.3.14.1 Company Overview
      • 15.3.14.2 Product Portfolio
    • 15.3.15 OnMobile
      • 15.3.15.1 Company Overview
      • 15.3.15.2 Product Portfolio
      • 15.3.15.3 Financials
    • 15.3.16 Vodafone Group Plc
      • 15.3.16.1 Company Overview
      • 15.3.16.2 Product Portfolio
      • 15.3.16.3 Financials
      • 15.3.16.4 SWOT Analysis