行动附加价值服务市场规模、份额和成长分析（按类型、产品类型、商店、产业和地区划分）－2026-2033年产业预测

预计到 2024 年，行动附加价值服务市场规模将达到 3,748.1 亿美元，到 2025 年将成长至 4,284.1 亿美元，到 2033 年将成长至 12480.4 亿美元，在预测期（2026-2033 年）内复合成长率 14.3%。

行动附加价值服务(MVAS) 市场正经历显着成长，这主要得益于全球行动互联网使用量的扩张和智慧型手机普及率的不断提高。创新型附加价值服务的推出和消费者可支配收入的增加进一步推动了这一趋势。通讯业者之间的竞争格局正在推动行动应用的多样化，从而加速市场成长。此外，订阅和免费收费模式的引入预计将为 MVAS 提供者创造新的收入来源。然而，监管合规和行动生态系统的碎片化等挑战可能会阻碍其持续成长。总体而言，MVAS 市场凭藉技术进步和不断变化的消费者偏好，已做好充分准备迎接扩张。

行动附加价值服务市场驱动因素

智慧型手机和行动电话销售的快速成长是行动数据消费量上升的主要推动因素。这种不断增长的行动数据需求预计将推动行动附加价值服务市场的发展。随着越来越多的用户使用智慧型手机，并在各种活动中越来越依赖行动连线，对行动数据相关高级服务的需求将进一步增加。因此，企业被迫调整和创新以满足消费者不断变化的需求，这将进一步推动行动附加价值服务的发展并扩大市场格局。这一趋势凸显了设备销售与服务创新之间的重要连结。

行动附加价值服务市场的限制

行动附加价值服务市场的成长可能受到服务提供者必须应对的各种监管合规挑战的阻碍。这些义务可能迫使公司削减某些功能或接受较低的利润率以满足法律要求。因此，遵守这些法规可能对服务提供者构成重大障碍，最终影响其创新和提供具有竞争力的服务的能力。这种复杂的监管环境有可能减缓市场扩张，因为服务供应商需要在合规与自身业务和财务目标之间寻求平衡，并限制新型行动加值服务的开发和部署。

行动附加价值服务市场的发展趋势

个人化趋势正在显着改变行动附加价值服务市场，迫使服务提供者根据消费者的个人偏好客製化产品和服务。透过利用数据分析和客户洞察，企业可以创建满足用户特定需求的客製化服务方案，从而提高客户满意度和忠诚度。以诱人的折扣提供这些个人化服务，能够进一步奖励用户使用，并推动市场成长。随着用户对个人化体验的期望日益提高，优先考虑个人化服务的企业有望获得竞争优势，并推动行动附加价值服务领域的创新和扩张。这一趋势凸显了理解和满足多样化消费者需求的重要性。

目录

介绍

• 调查目标
• 调查范围
• 定义

调查方法

• 资讯收集
• 二手资料和一手资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分市场机会分析

市场动态与展望

• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特分析

关键市场考察

• 关键成功因素
• 竞争程度
• 关键投资机会
• 市场生态系统
• 市场吸引力指数（2025）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析

全球行动附加价值服务市场规模（按类型和复合年增长率划分）（2026-2033 年）

• 短讯服务 (SMS)
• 声音的
• 数据和附加价值服务

全球行动附加价值服务市场规模（按产品和复合年增长率划分）（2026-2033 年）

• 手机游戏
• 手机音乐
• 行动钱包
• 行动商务
• 行动广告
• 电子邮件和即时通讯

全球行动附加价值服务市场规模（依门市划分）及复合年增长率（2026-2033 年）

• Google Play
• App Store
• 其他的

全球行动附加价值服务市场规模（依产业垂直领域划分）及复合年增长率（2026-2033 年）

• BFSI
• 资讯科技/通讯
• 媒体与娱乐
• 零售
• 医疗保健和政府
• 其他的

全球行动附加价值服务市场规模及复合年增长率（2026-2033）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 韩国
  • 亚太其他地区
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 印度
  • 拉丁美洲（按类型、产品类型、商店、产业）
  • 巴西
  • 其他拉丁美洲地区
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业的市场定位（2025 年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市占率分析（2025 年）
• 主要企业公司简介
  • 公司详情
  • 产品系列分析
  • 依业务板块进行公司股票分析
  • 2021-2023年营收年比比较

主要企业简介

• Comviva Technologies（India）
• OnMobile Global Limited（India）
• InMobi（India）
• Reliance Industries Ltd.（India）
• Comverse Technology Inc.（USA）
• One97 Communications（India）
• Mozat Pte Ltd.（Singapore）
• Baidu Inc.（China）
• Huawei Investment & Holding Co. Ltd.（China）
• Apple Inc.（USA）
• Mobily（Saudi Arabia）
• Alphabet Inc.（USA）
• Samsung Electronics Co. Ltd.（South Korea）
• KongZhong Corp.（China）
• Vodafone Group plc.（UK）
• AT&T（USA）
• Verizon（USA）
• China Mobile（China）
• China Telecom（China）

结论与建议

Mobile Value-Added Services Market size was valued at USD 374.81 Billion in 2024 and is poised to grow from USD 428.41 Billion in 2025 to USD 1248.04 Billion by 2033, growing at a CAGR of 14.3% during the forecast period (2026-2033).

The mobile value-added services (MVAS) market is experiencing a significant surge driven by the growing global mobile internet usage and the increase in smartphone adoption. This trend is further supported by the introduction of innovative value-added services and rising disposable incomes among consumers. The competitive landscape among telecommunications companies is generating a broader array of mobile applications, thereby enhancing market growth. Additionally, the adoption of subscription-based and freemium payment models is expected to create new revenue streams for MVAS providers. However, challenges such as regulatory compliance and fragmentation within mobile ecosystems may pose obstacles to sustained growth. Overall, the MVAS market is well-positioned for expansion, leveraging technology advancements and evolving consumer preferences.

Top-down and bottom-up approaches were used to estimate and validate the size of the Mobile Value-Added Services market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Mobile Value-Added Services Market Segments Analysis

Global Mobile Value-Added Services Market is segmented by type, product, store, vertical and region. Based on type, the market is segmented into short message service (SMS), voice and data and value-added services. Based on product, the market is segmented into mobile games, mobile music, mobile wallet, mobile commerce, mobile advertising and email and IM. Based on store, the market is segmented into google play, app store and others. Based on vertical, the market is segmented into BFSI, it and telecommunication, media and entertainment, retail, healthcare and government and others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Mobile Value-Added Services Market

The surge in smartphone and mobile phone sales has significantly contributed to a rise in mobile data consumption. This heightened demand for mobile data is poised to propel the growth of the mobile value-added services market. As more users adopt smartphones and rely on mobile connectivity for various activities, the appetite for enhanced services linked to mobile data will grow. Consequently, businesses will need to adapt and innovate to meet the evolving needs of consumers, thereby further stimulating advancements in mobile value-added services and expanding the overall market landscape. This trend underscores the critical relationship between device sales and service innovation.

Restraints in the Mobile Value-Added Services Market

The growth of the Mobile Value-Added Services market may be hindered by various regulatory compliance challenges that providers must navigate. These obligations can compel companies to forego certain functionalities or accept reduced profit margins to meet legal requirements. Consequently, the need to adhere to these regulations can pose significant obstacles for providers, ultimately impacting their ability to innovate and offer competitive services. This complex regulatory landscape could slow market expansion as service providers balance compliance with their operational and financial goals, potentially limiting the development and deployment of new, value-added mobile services.

Market Trends of the Mobile Value-Added Services Market

The trend towards personalization is significantly shaping the Mobile Value-Added Services market, compelling providers to tailor their offerings to individual consumer preferences. By leveraging data analytics and customer insights, companies can create customized service plans that address specific user needs, enhancing customer satisfaction and loyalty. Offering these personalized services at attractive discounts further incentivizes uptake and drives market growth. As users increasingly expect tailored experiences, companies that prioritize personalization are likely to gain a competitive edge, fostering innovation and expansion in the Mobile Value-Added Services sector. This trend underscores the importance of understanding and responding to diverse consumer demands.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Mobile Value-Added Services Market Size by Type & CAGR (2026-2033)

• Market Overview
• Short Message Service (SMS)
• Voice
• Data And Value-Added Services

Global Mobile Value-Added Services Market Size by Product & CAGR (2026-2033)

• Market Overview
• Mobile Games
• Mobile Music
• Mobile Wallet
• Mobile Commerce
• Mobile Advertising
• Email And IM

Global Mobile Value-Added Services Market Size by Store & CAGR (2026-2033)

• Market Overview
• Google Play
• App Store
• Others

Global Mobile Value-Added Services Market Size by Vertical & CAGR (2026-2033)

• Market Overview
• BFSI
• IT And Telecommunication
• Media And Entertainment
• Retail
• Healthcare And Government
• Others

Global Mobile Value-Added Services Market Size & CAGR (2026-2033)

• North America (Type, Product, Store, Vertical)
  • USA
  • Canada
• Europe (Type, Product, Store, Vertical)
  • South Korea
  • Rest of Asia-Pacific
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Type, Product, Store, Vertical)
  • China
  • India
  • JaLatin America (Type, Product, Store, Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Type, Product, Store, Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2021-2023)

Key Company Profiles

• Comviva Technologies (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OnMobile Global Limited (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Reliance Industries Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Comverse Technology Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• One97 Communications (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mozat Pte Ltd. (Singapore)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Baidu Inc. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Huawei Investment & Holding Co. Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Apple Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mobily (Saudi Arabia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Alphabet Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Samsung Electronics Co. Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• KongZhong Corp. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vodafone Group plc. (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AT&T (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Verizon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• China Mobile (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• China Telecom (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations