行动加值服务市场－全球产业规模、份额、趋势、机会和预测，按解决方案、最终用户、垂直产业、地区和竞争格局划分，2020-2030年预测

2024年全球行动加值服务市场规模为6,730亿美元，预计2030年将以15.70%的复合年增长率成长至16,144.2亿美元。行动加值服务（MVAS）是行动网路营运商提供的非核心服务，旨在增强设备在基本语音和简讯功能之外的实用性，包括数位内容、金融交易和基于位置的功能。市场成长的驱动因素包括全球智慧型手机普及率的提高、行动互联网覆盖范围的扩大以及消费者对多样化数位体验的需求。

主要市场驱动因素

智慧型手机的广泛普及对全球行动增值服务市场产生了深远的影响，因为它为用户消费数位产品提供了必要的介面。随着智慧型手机的普及，包括行动应用、数位内容串流媒体和社交网路平台在内的各种行动加值服务的潜在市场也随之扩大。

主要市场挑战

监管的复杂性，尤其是与资料隐私和安全相关的监管，对全球行动加值服务市场的成长构成了重大阻碍。不同司法管辖区监管规定的碎片化和不断变化，给服务提供者带来了巨大的合规挑战，导致营运成本增加，并可能延误服务部署。

主要市场趋势

人工智慧驱动的个人化和服务自动化透过提供客製化体验和简化营运流程，彻底革新了行动虚拟服务 (MVAS)。人工智慧使平台能够理解用户行为，从而提供高度相关的内容和主动式客户支援。

目录

第一章：产品概述

第二章：研究方法

第三章：执行概要

第四章：客户之声

第五章：全球行动加值服务市场展望

• 市场规模及预测
  • 按价值
• 市占率及预测
  • 按解决方案分类（简讯服务 (SMS)、彩信服务 (MMS)、基于位置的服务、行动电子邮件和即时通讯、行动支付、行动广告、行动资讯娱乐、其他）
  • 按最终用户（中小企业、大型企业）
  • 依垂直产业划分（媒体与娱乐、医疗保健、教育、零售、政府、电信与IT、其他）
  • 按地区
  • 按公司（2024 年）
• 市场地图

第六章：北美行动加值服务市场展望

• 市场规模及预测
• 市占率及预测
• 北美洲：国家分析
  • 美国
  • 加拿大
  • 墨西哥

第七章：欧洲移动加值服务市场展望

• 市场规模及预测
• 市占率及预测
• 欧洲：国家分析
  • 德国
  • 法国
  • 英国
  • 义大利
  • 西班牙

第八章：亚太地区行动加值服务市场展望

• 市场规模及预测
• 市占率及预测
• 亚太地区：国家分析
  • 中国
  • 印度
  • 日本
  • 韩国
  • 澳洲

第九章：中东和非洲行动加值服务市场展望

• 市场规模及预测
• 市占率及预测
• 中东和非洲：国家分析
  • 沙乌地阿拉伯
  • 阿联酋
  • 南非

第十章：南美洲移动加值服务市场展望

• 市场规模及预测
• 市占率及预测
• 南美洲：国家分析
  • 巴西
  • 哥伦比亚
  • 阿根廷

第十一章：市场动态

• 司机
• 挑战

第十二章：市场趋势与发展

• 併购
• 产品发布
• 最新进展

第十三章：全球行动加值服务市场：SWOT分析

第十四章：波特五力分析

• 产业竞争
• 新进入者的潜力
• 供应商议价能力
• 顾客的力量
• 替代产品的威胁

第十五章：竞争格局

• AT&T Inc
• Vodafone Group Plc
• Bharti Airtel Limited
• China Mobile Limited
• Alphabet Inc.
• Apple Inc.
• Tencent Holdings Limited
• Netflix Inc.
• Spotify Technology SA
• OnMobile Global Limited

第十六章：策略建议

第17章调查会社について・免责事项

The Global Mobile Value Added Services Market, valued at USD 673.00 Billion in 2024, is projected to experience a CAGR of 15.70% to reach USD 1614.42 Billion by 2030. Mobile Value Added Services (MVAS) are non-core offerings from mobile network operators that enhance device utility beyond basic voice and messaging, including digital content, financial transactions, and location-based functionalities. Market growth is driven by increasing global smartphone penetration, expanding mobile internet accessibility, and consumer demand for diverse digital experiences.

Key Market Drivers

Widespread smartphone adoption profoundly impacts the Global Mobile Value Added Services Market by providing the essential user interface for consuming digital offerings. As smartphones become ubiquitous, they directly expand the addressable market for various MVAS, including mobile applications, digital content streaming, and social networking platforms.

Key Market Challenges

Regulatory complexities, particularly those pertaining to data privacy and security, present a substantial impediment to the growth of the Global Mobile Value Added Services Market. The fragmented and evolving nature of regulations across different jurisdictions creates significant compliance challenges for service providers, leading to increased operational costs and potential delays in service deployment. Such an environment can stifle innovation as companies prioritize navigating complex legal landscapes over developing new offerings.

Key Market Trends

AI-driven personalization and service automation revolutionizes MVAS by offering tailored experiences and streamlining operational processes. Artificial intelligence enables platforms to understand user behavior, delivering highly relevant content and proactive customer support. According to GSMA Intelligence in Q1 2025, 63% of operators prioritized AI investment in upskilling, indicating a strong industry focus on integrating advanced intelligent capabilities.

Key Market Players

• AT&T Inc
• Vodafone Group Plc
• Bharti Airtel Limited
• China Mobile Limited
• Alphabet Inc.
• Apple Inc.
• Tencent Holdings Limited
• Netflix Inc.
• Spotify Technology S.A.
• OnMobile Global Limited

Report Scope:

In this report, the Global Mobile Value Added Services Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Mobile Value Added Services Market, By Solution:

• Short Messaging Service (SMS)
• Multimedia Messaging Service (MMS)
• Location Based Services
• Mobile Email & IM
• Mobile Money
• Mobile Advertising
• Mobile Infotainment
• Others

Mobile Value Added Services Market, By End User:

• SMB
• Large Enterprises

Mobile Value Added Services Market, By Vertical:

• Media and Entertainment
• Healthcare
• Education
• Retail
• Government
• Telecom & IT
• Others

Mobile Value Added Services Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Mobile Value Added Services Market.

Available Customizations:

Global Mobile Value Added Services Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Mobile Value Added Services Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Solution (Short Messaging Service (SMS), Multimedia Messaging Service (MMS), Location Based Services, Mobile Email & IM, Mobile Money, Mobile Advertising, Mobile Infotainment, Others)
  • 5.2.2. By End User (SMB, Large Enterprises)
  • 5.2.3. By Vertical (Media and Entertainment, Healthcare, Education, Retail, Government, Telecom & IT, Others)
  • 5.2.4. By Region
  • 5.2.5. By Company (2024)
• 5.3. Market Map

6. North America Mobile Value Added Services Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Solution
  • 6.2.2. By End User
  • 6.2.3. By Vertical
  • 6.2.4. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Mobile Value Added Services Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Solution
      • 6.3.1.2.2. By End User
      • 6.3.1.2.3. By Vertical
  • 6.3.2. Canada Mobile Value Added Services Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Solution
      • 6.3.2.2.2. By End User
      • 6.3.2.2.3. By Vertical
  • 6.3.3. Mexico Mobile Value Added Services Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Solution
      • 6.3.3.2.2. By End User
      • 6.3.3.2.3. By Vertical

7. Europe Mobile Value Added Services Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Solution
  • 7.2.2. By End User
  • 7.2.3. By Vertical
  • 7.2.4. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Mobile Value Added Services Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Solution
      • 7.3.1.2.2. By End User
      • 7.3.1.2.3. By Vertical
  • 7.3.2. France Mobile Value Added Services Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Solution
      • 7.3.2.2.2. By End User
      • 7.3.2.2.3. By Vertical
  • 7.3.3. United Kingdom Mobile Value Added Services Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Solution
      • 7.3.3.2.2. By End User
      • 7.3.3.2.3. By Vertical
  • 7.3.4. Italy Mobile Value Added Services Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Solution
      • 7.3.4.2.2. By End User
      • 7.3.4.2.3. By Vertical
  • 7.3.5. Spain Mobile Value Added Services Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Solution
      • 7.3.5.2.2. By End User
      • 7.3.5.2.3. By Vertical

8. Asia Pacific Mobile Value Added Services Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Solution
  • 8.2.2. By End User
  • 8.2.3. By Vertical
  • 8.2.4. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Mobile Value Added Services Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Solution
      • 8.3.1.2.2. By End User
      • 8.3.1.2.3. By Vertical
  • 8.3.2. India Mobile Value Added Services Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Solution
      • 8.3.2.2.2. By End User
      • 8.3.2.2.3. By Vertical
  • 8.3.3. Japan Mobile Value Added Services Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Solution
      • 8.3.3.2.2. By End User
      • 8.3.3.2.3. By Vertical
  • 8.3.4. South Korea Mobile Value Added Services Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Solution
      • 8.3.4.2.2. By End User
      • 8.3.4.2.3. By Vertical
  • 8.3.5. Australia Mobile Value Added Services Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Solution
      • 8.3.5.2.2. By End User
      • 8.3.5.2.3. By Vertical

9. Middle East & Africa Mobile Value Added Services Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Solution
  • 9.2.2. By End User
  • 9.2.3. By Vertical
  • 9.2.4. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Mobile Value Added Services Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Solution
      • 9.3.1.2.2. By End User
      • 9.3.1.2.3. By Vertical
  • 9.3.2. UAE Mobile Value Added Services Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Solution
      • 9.3.2.2.2. By End User
      • 9.3.2.2.3. By Vertical
  • 9.3.3. South Africa Mobile Value Added Services Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Solution
      • 9.3.3.2.2. By End User
      • 9.3.3.2.3. By Vertical

10. South America Mobile Value Added Services Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Solution
  • 10.2.2. By End User
  • 10.2.3. By Vertical
  • 10.2.4. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Mobile Value Added Services Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Solution
      • 10.3.1.2.2. By End User
      • 10.3.1.2.3. By Vertical
  • 10.3.2. Colombia Mobile Value Added Services Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Solution
      • 10.3.2.2.2. By End User
      • 10.3.2.2.3. By Vertical
  • 10.3.3. Argentina Mobile Value Added Services Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Solution
      • 10.3.3.2.2. By End User
      • 10.3.3.2.3. By Vertical

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Mobile Value Added Services Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. AT&T Inc
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Vodafone Group Plc
• 15.3. Bharti Airtel Limited
• 15.4. China Mobile Limited
• 15.5. Alphabet Inc.
• 15.6. Apple Inc.
• 15.7. Tencent Holdings Limited
• 15.8. Netflix Inc.
• 15.9. Spotify Technology S.A.
• 15.10. OnMobile Global Limited

16. Strategic Recommendations

17. About Us & Disclaimer