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Mobile Value Added Services (MVAS) - Global Market Trajectory & Analytics

  • ID: 2692228
  • Report
  • February 2022
  • Region: Global
  • 750 Pages
  • Global Industry Analysts, Inc

FEATURED COMPANIES

  • Amazon.com, Inc.
  • AT&T, Inc.
  • Blackberry Limited
  • Etihad Etisalat Co.
  • KongZhong Corp.
  • NTT DoCoMo, Inc.

Global Mobile Value Added Services (MVAS) Market to Reach $1.1 Trillion by 2026


Robust development of the telecom industry, changing business models, entry of numerous players into the industry ranging from Incumbent mobile service operators (MSO), mobile virtual network operators (MVNOs), Mobile network operator (MNO), Mobile virtual network enabler (MVNE), Telco-OTT (Over-The-Top), Content provider (CP) and Content aggregators, have pushed up competition in the voice and data services space. Price and tariffs for voice and data services has and continues to plummet worldwide. Global mobile operator voice revenue is expected to decline sharply by 2024. In other words, in a rapidly evolving mobile communications market where ARPUs generated from voice services are constantly on the wane due to saturation and commoditization of voice connectivity services and plummeting voice tariffs, telecom service providers are under tremendous pressure to offer quality services beyond basic voice services in order to sustain their business prospects. As a result, a large number of mobile network operators are packaging host of interactive mobile value added services in their service offerings in order to drive more data usage and generate additional revenues. Intensifying competition and shifting customer loyalties are also throwing the focus on MVAS as key service differentiator for telecom operators.

Amid the COVID-19 crisis, the global market for Mobile Value Added Services (MVAS) estimated at US$539.5 Billion in the year 2020, is projected to reach a revised size of US$1.1 Trillion by 2026, growing at a CAGR of 13.3% over the analysis period. Wireless Application Protocol, one of the segments analyzed in the report, is projected to grow at a 15.3% CAGR to reach US$454.2 Billion by the end of the analysis period. After a thorough analysis of the business implications of the pandemic and its induced economic crisis, growth in the Short Messaging Services segment is readjusted to a revised 12% CAGR for the next 7-year period. This segment currently accounts for a 25% share of the global Mobile Value Added Services (MVAS) market.



The U.S. Market is Estimated at $133.3 Billion in 2021, While China is Forecast to Reach $362.7 Billion by 2026


The Mobile Value Added Services (MVAS) market in the U.S. is estimated at US$133.3 Billion in the year 2021. The country currently accounts for a 21.81% share in the global market. China, the world second largest economy, is forecast to reach an estimated market size of US$362.7 Billion in the year 2026 trailing a CAGR of 18% through the analysis period. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 9.1% and 10.5% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 10.4% CAGR while Rest of European market (as defined in the study) will reach US$413.5 Billion by the close of the analysis period.

The strong demand for accessing music over these mobile devices is providing a strong business case for entertainment MVAS. Impressed by growing demand of mobile music, network operators have been focusing on providing efficient delivery models to sell full track music across their networks. Telcos are seizing the opportunity to create their own music streaming services to provide best brand experience for customers and also to prevent loss of customer revenues to competitive OTT service providers. There is strong business sense in telcos turning to music for additional revenue generation, given the fact that a large number of global population owns a smartphone and listens to music on their phones. This gives a powerful opportunity to reach out to existing voice customers and create a new revenue stream. Free mobile music apps also have the potential to generate revenue for telcos as they stand to benefit from data consumption. Telcos also benefit from in-app advertising revenue generated by such free ad supported music apps. Several telcos are today partnering with several music streaming services to attract customers.

Interactive Voice & Video Response to Reach $240.6 Billion by 2026


In the global Interactive Voice & Video Response segment, USA, Canada, Japan, China and Europe will drive the 13.9% CAGR estimated for this segment. These regional markets accounting for a combined market size of US$77.2 Billion in the year 2020 will reach a projected size of US$192.1 Billion by the close of the analysis period. China will remain among the fastest growing in this cluster of regional markets. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$56.6 Billion by the year 2026, while Latin America will expand at a 13.9% CAGR through the analysis period.

Select Competitors (Total 163 Featured) -

  • Amazon.com, Inc.
  • America Movil SAB de CV
  • Apple, Inc.
  • AT&T, Inc.
  • Beecell
  • Bharti Airtel Limited
  • Blackberry Limited
  • Deutsche Telekom AG
  • Dialogic, Inc.
  • Etihad Etisalat Co.,
  • Google, Inc.
  • Huawei Technologies Co. Ltd.
  • Intersec SA
  • KongZhong Corp.
  • Mahindra Comviva
  • Mavenir Systems, Inc.
  • NTT DoCoMo, Inc.
  • OnMobile Global Ltd.
  • Opencode Systems Ltd.
  • R Systems Computaris International Ltd.
  • Samsung Electronics Co. Ltd.
  • Telefónica S.A.
  • Vodafone Group plc
  • ZTE Corporation
Frequently Asked Questions about the Global Market for Mobile Value Added Services (MVAS)

What is the estimated value of the Global Market for Mobile Value Added Services (MVAS)?

The Global Market for Mobile Value Added Services (MVAS) was estimated to be valued at $539.5 Billion in 2020.

What is the growth rate of the Global Market for Mobile Value Added Services (MVAS)?

The growth rate of the Global Market for Mobile Value Added Services (MVAS) is 12.6%, with an estimated value of $1100.0 Billion by 2026.

What is the forecasted size of the Global Market for Mobile Value Added Services (MVAS)?

The Global Market for Mobile Value Added Services (MVAS) is estimated to be worth $1100.0 Billion by 2026.

Who are the key companies in the Global Market for Mobile Value Added Services (MVAS)?

Key companies in the Global Market for Mobile Value Added Services (MVAS) include Amazon.com, Inc., America Movil SAB de CV, Apple, Inc., AT&T, Inc., Beecell, Bharti Airtel Limited, Blackberry Limited, Deutsche Telekom AG and Etihad Etisalat Co..
Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Amazon.com, Inc.
  • AT&T, Inc.
  • Blackberry Limited
  • Etihad Etisalat Co.
  • KongZhong Corp.
  • NTT DoCoMo, Inc.

I. METHODOLOGY


II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

  • Mobile Value Added Services (MVAS) – Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
  • Falling Voice & Messaging Revenues Provides the Platform for the Growth of MVAS
  • Decline in Operator Billed Voice & Data Revenues Provides the Foundation for the Growth of MVAS as an Alternate Revenue Stream for Telecos: Global Operator-Billed Revenues From Voice & Data Services (In US$ Billion) for Years 2019, 2022, and 2024
  • MVAS: An Important Telecom Strategy. Here’s Why
  • The Current State of “Internet”, the Starting Point for the Evolution of MVAS
  • The Race Between the Virus & Vaccines Intensifies. Amidst this Chaotic Battle, Where is the World Economy Headed in 2021?
  • These are Times When Questions Abound & Answers Are Few
  • So How Fast Or Slow Are We Moving?
  • How Fast the World is Vaccinated Will Determine How Soon the Pandemic Will End: Global Number of Annual COVID-19 Vaccine Doses (In Million) for Years 2020 through 2025 by Geographic Region/Country
  • India’s Second Wave Makes It Clear That Equity is Not a Part of Global Policy on Tackling COVID
  • What We Know So Far – “Vaccine Efficiency Against New Strains is Decreasing”
  • Progress on Vaccinations, Why Should Businesses Care?
  • With IMF’s Upward Revision of Global GDP Forecasts for 2021, Most Companies Are Bullish About a Global Economic Comeback
  • A Strong 2021 Economic Rebound Based On Pent-Up Demand Comes as a Relief for Suffering Industries & Markets: World Economic Growth Projections (Real GDP, Annual % Change) for 2020 through 2022
  • Easing Unemployment Levels in 2021 Although Moderate Will Infuse Hope for Industries Reliant on Consumer Discretionary Incomes: Global Number of Unemployed People (In Million) for Years 2017, 2019, 2020, and 2022
  • A Retrospective Review of Year 2020 as the Worst Year in Humanity’s History that Left the World in Shambles & Industries and Markets Upended
  • Mobile Value Added Services (MVAS): Definition, Scope & Importance
  • Recent Market Activity
  • World Brands

2. FOCUS ON SELECT PLAYERS

3. MARKET TRENDS & DRIVERS

  • Expanding Smartphone User Base: The Cornerstone for Growth in the MVAS Market
  • Global Smartphone Subscription Breakdown by Technology: 2019 and 2025
  • Global Smartphone Shipments in Million Units: 2016-2021
  • Pandemic Induced Increased Smartphone Activity & Internet Dependence Boosts Growth of MVAS
  • Smartphone Usage Spirals Amid the Pandemic
  • Growing Smartphones Addiction Implies Telecos Can Lose No Time in Developing a Strong MVAS Strategy: Time Spent on Non Voice Activities on Smartphones by Users in the United States for Years 2019 through 2024
  • Here’s How the Pandemic Has Digitalized Lifestyles, Spelling New Opportunities for MVAS
  • Spectacular Rise in eCommerce and mCommerce Strengthens the Business Case for Mobile Money as an Attractive Opportunity for MVAS
  • Booming Mobile Wallet Market Explains Why Telcos Are interested in Providing Mobile/Digital Wallet as a Value Added Service: Global Mobile Wallet Market (In US$ Trillion) for Years 2020, 2022, 2024 and 2026
  • Robust Outlook for Location-Based Advertising Spurs Demand for Location-based MVAS
  • Telco’s Own Treasure Box Lie in Location Based Advertising: Global Market for Location Based Advertising (In US$ Million) for Years 2020, 2022, and 2024
  • Music & Games to Drive Growth in the Entertainment MVAS Segment
  • Music Streaming Goes Mainstream. It’s Time for Telecos to Jump On
  • Smelling the Big Bucks in Mobile Music, Telecos Step Up Investments in Music MVAS Platforms for Increased Mobile Engagement & Creation of New Revenue Streams: Global Market for Music Streaming (In US$ Billion) for Years 2020, 2022, 2024 and 2026
  • Pandemic Turns Mobile Games as Into a Lucrative Mobile Value Added Service for Telecos
  • A US$139 Billion Projected Opportunity Cannot Be Overlooked by Telecos: Global Opportunity for Mobile Games (In US$ Billion) for Years 2020, 2022, 2024 and 2026
  • Here’s How Telecos are Benefiting From Providing Gaming MVAS
  • 'Videoization' of MVAS Gains Momentum
  • Mobile TV: Another Lucrative MVAS Strategy
  • COVID-19 Pandemic Gives M-Learning VAS a Shot in the Arm
  • Global MLearning Opportunity (In US$ Billion) for Years 2020, 2022, 2024 and 2026
  • Mobile Value-added Services (MVAS) in the Cloud Gains Momentum
  • Telecos Eye Smart Home as a Service. The Time is Ripe, Here’s Why
  • Attractive Opportunity in Smart Homes Leads Telecos to Build Smart Home Offerings as a Value Added Service: Global Smart Homes Market by Category in US$ Billion for the Years 2020 and 2022
  • MVAS Emerges As An Opportunity to Further the M4D Goals
  • Telecom Operators Focus On Boosting Profitability by Capitalizing on the Opportunities Created by 5G
  • 5G Unleashes Lucrative MVAS Monetization Opportunities: Global 5G Subscriptions (In Million) for Years 2020, 2022, 2024 and 2026
  • AI to Revolutionize MVAS

4. GLOBAL MARKET PERSPECTIVE


III. MARKET ANALYSIS

UNITED STATES

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)

CANADA

JAPAN

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)

CHINA

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)

EUROPE

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)

FRANCE

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)

GERMANY

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)

ITALY

UNITED KINGDOM

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)

SPAIN


RUSSIA


REST OF EUROPE

ASIA-PACIFIC

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)

AUSTRALIA

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2022 (E)

INDIA

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2022 (E)

SOUTH KOREA


REST OF ASIA-PACIFIC

LATIN AMERICA

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2022 (E)

ARGENTINA


BRAZIL


MEXICO


REST OF LATIN AMERICA

MIDDLE EAST

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)

IRAN


ISRAEL


SAUDI ARABIA


UNITED ARAB EMIRATES


REST OF MIDDLE EAST

AFRICA

  • Mobile Value Added Services (MVAS) Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2022 (E)

IV. COMPETITION

  • Total Companies Profiled: 163
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • Amazon.com, Inc.
  • America Movil SAB de CV
  • Apple, Inc.
  • AT&T, Inc.
  • Beecell
  • Bharti Airtel Limited
  • Blackberry Limited
  • Deutsche Telekom AG
  • Dialogic, Inc.
  • Etihad Etisalat Co.
  • Google, Inc.
  • Huawei Technologies Co. Ltd.
  • Intersec SA
  • KongZhong Corp.
  • Mahindra Comviva
  • Mavenir Systems, Inc.
  • NTT DoCoMo, Inc.
  • OnMobile Global Ltd.
  • Opencode Systems Ltd.
  • R Systems Computaris International Ltd.
  • Samsung Electronics Co. Ltd.
  • Telefónica S.A.
  • Vodafone Group plc
  • ZTE Corporation
Note: Product cover images may vary from those shown