全球行动附加价值服务市场规模（依平台、应用、设备类型、产业、地区及预测）

行动附加价值服务（MVAS）市场规模及预测

预计 2024 年行动附加价值服务(MVAS) 市场规模将达到 10.9 亿美元，到 2031 年将达到 38.7 亿美元，2024 年至 2031 年的复合年增长率为 17.08%。

行动附加价值服务(MVAS) 是行动网路业者提供的非核心服务，其功能超出了常规语音通话和简讯的范围。这些服务涵盖广泛领域，包括行动娱乐（游戏、音乐、影片）、资讯服务（新闻、天气、体育赛事）、行动商务（手机银行、行动支付）以及个人化服务。 MVAS 透过提供满足多样化客户需求的新功能来提升用户体验，并在竞争激烈的市场中，成为行动服务供应商脱颖而出的关键因素。

随着智慧型手机普及率的提高、4G 和 5G 网路的扩张以及对行动内容和服务的需求不断增长，行动增值服务 (MVAS) 预计将快速增长。随着行动技术的进步，MVAS 将越来越多地与人工智慧、机器学习和物联网 (IoT) 等新兴技术融合，带来更个人化和创新的解决方案。

新兴国家行动互联网连接的发展以及许多行业正在进行的数位转型为行动增值服务进入新市场和新应用提供了巨大潜力，巩固了其作为全球行动生态系统重要组成部分的地位。

全球行动附加价值服务（MVAS）市场动态

影响全球行动附加价值服务（MVAS）市场的关键市场动态是：

关键市场驱动因素

智慧型手机普及率不断提升：智慧型手机的普及正在推动行动加值服务市场的成长。根据GSMA的《2023年行动经济》报告，到2025年，智慧型手机普及率预计将达到全球总连线数的85%，高于2022年的76%。预计到2025年，亚太地区的智慧型手机使用率将达到83%，这将为行动附加价值服务创造庞大的潜在用户群。

行动支付的兴起：行动支付服务是行动加值服务市场的主要驱动力。 Juniper Research 估计，到 2024 年，行动支付总价值将从 2020 年的 2.1 兆美元增至 4.5 兆美元。行动支付的成长为金融领域的附加价值服务开闢了新的可能性。

行动互联网使用量不断增长：行动互联网使用量的不断增长推动了行动加值服务 (MVAS) 的需求。通讯(ITU) 预测，全球每百人行动宽频用户数将从 2019 年的 69.5 人增加到 2023 年的 87 人。行动互联网使用的蓬勃发展正在推动对各种附加价值服务的需求，包括行动银行、娱乐和电子商务。

主要挑战

法规环境碎片化：各国行动附加价值服务(MVAS) 市场的监管法规各不相同，尤其是在亚太地区。这种分散化可能会带来合规挑战，尤其对于寻求跨国提供一致服务的跨国服务公司而言。资料保护、内容限制和服务许可方面的各种限制增加了复杂性，并可能阻碍产业扩张和创新。

资料隐私问题：随着行动加值服务 (MVAS) 日益个人化，人们对资料隐私和安全的担忧日益加剧。用户越来越了解并希望更公开地了解其资料的收集、储存和使用方式。对于行动加值服务 (MVAS) 供应商而言，遵守欧洲《一般资料保护规范》(GDPR) 等严格的资料保护法规变得越来越具有挑战性，尤其是在跨境营运的情况下。

网路基础设施有限：在许多新兴国家，网路基础设施的缺乏是行动增值服务市场发展的一大障碍。高速互联网和可靠行动网路的存取受限会限制现代行动加值服务解决方案的可用性和效能。这个问题在农村和偏远地区尤其突出，因为这些地区的使用者可能缺乏有效使用这些服务所需的网路连线。

主要趋势：

5G 网路扩展：5G 网路的引入将透过提供更快的数据速度和更低的延迟，对行动加值服务 (MVAS) 市场产生重大影响。这项突破性技术将支援高清视讯、身临其境型游戏体验以及其他资料密集型服务。随着 5G 的普及，预计将为新型行动加值服务 (MVAS) 应用，尤其是扩增实境和虚拟实境 (AR) 创造新的可能性。

行动商务 (m-commerce) 的成长：行动支付解决方案和数位钱包的普及正在推动行动商务在行动加值服务 (MVAS) 生态系统中的扩张。越来越多的消费者选择透过行动装置进行购物和金融交易。这一趋势推动了安全、用户友好的行动商务服务的发展，例如手机银行、支付网关和会员计划，这些服务正成为行动增值服务不可或缺的一部分。

游戏化和互动内容：游戏化是行动加值服务 (MVAS) 领域的一个日益增长的趋势，因为它能够透过引人入胜且奖励丰厚的体验来提升用户参与度。从手机游戏到具有游戏化功能的健康应用，MVAS 供应商正在利用游戏化来提高客户留存率和忠诚度。这一趋势对喜欢互动性和趣味性内容的年轻群体尤其具有吸引力。

与人工智慧和机器学习的融合：人工智慧和机器学习正越来越多地融入行动增值服务，以提供客製化的智慧服务。透过监控用户行为和偏好，人工智慧可以透过聊天机器人和个人化内容建议提升用户体验。这一趋势正在推动更先进、更客製化的行动增值服务产品的开发，从而提高用户参与度和留存率。

目录

第一章 引言

• 市场定义
• 市场区隔
• 调查方法

第二章执行摘要

• 主要发现
• 市场概况
• 市集亮点

第三章 市场概况

• 市场规模和成长潜力
• 市场趋势
• 市场驱动因素
• 市场限制
• 市场机会
• 波特五力分析

4. 行动附加价值服务（MVAS）市场（按娱乐服务）

• 手机游戏
• 串流媒体服务
• 行动电视

第五章行动附加价值服务（MVAS）市场（按资讯服务）

• 新闻与提醒
• 天气预报服务
• 目录服务

6. 行动附加价值服务（MVAS）市场（按通讯服务）

• 语音邮件和呼叫管理
• 简讯和多媒体通讯
• 电子邮件服务

第七章区域分析

• 北美洲
• 美国
• 加拿大
• 墨西哥
• 欧洲
• 英国
• 德国
• 法国
• 义大利
• 亚太地区
• 中国
• 日本
• 印度
• 澳洲
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中东和非洲
• 南非
• 沙乌地阿拉伯
• 阿拉伯聯合大公国

第八章市场动态

• 市场驱动因素
• 市场限制
• 市场机会
• COVID-19 市场影响

第九章 竞争态势

• 主要企业
• 市占率分析

第十章：公司简介

• AT&T
• Apple
• Google
• Vodafone
• Mahindra Comviva
• Onmobile
• InMobi
• Tencent
• Kongzhong Corporation
• MyRepublic Limited

第十一章 市场展望与机会

• 新兴技术
• 未来市场趋势
• 投资机会

第十二章 附录

• 简称列表
• 来源和参考文献

Mobile Value Added Services (MVAS) Market Size And Forecast

Mobile Value Added Services (MVAS) Market size was valued at USD 1.09 Billion in 2024 and is projected to reach USD 3.87 Billion by 2031, growing at a CAGR of 17.08% from 2024 to 2031.

Mobile value-added services (MVAS) are non-core services offered by mobile network providers that extend beyond regular voice calls and SMS. These services cover a wide range of offers, including mobile entertainment (games, music, video), information services (news, weather, sports updates), m-commerce (mobile banking, mobile payments), and personalized services. MVAS improves the user experience by delivering new functions that meet a variety of customer needs, and they play an important role in distinguishing mobile service providers in a competitive marketplace.

MVAS is expected to grow rapidly, driven by increased smartphone penetration, the expansion of 4G and 5G networks, and rising demand for mobile content and services. As mobile technology advances, MVAS is predicted to become more integrated with emerging technologies like artificial intelligence, machine learning, and the Internet of Things (IoT), resulting in more personalized and innovative solutions.

The development of mobile internet connectivity in developing countries, as well as the ongoing digital transformation of numerous industries, provide considerable prospects for MVAS to enter new markets and applications, cementing its position as an essential component of the global mobile ecosystem.

Global Mobile Value Added Services (MVAS) Market Dynamics

The key market dynamics that are shaping the global Mobile Value Added Services (MVAS) Market include:

Key Market Drivers:

Increasing Smartphone Penetration: Smartphone adoption is driving growth in the MVAS market. According to the GSMA's "The Mobile Economy 2023" report, smartphone adoption is predicted to reach 85% of total connections worldwide by 2025, up from 76% in 2022. Smartphone usage in Asia Pacific is expected to reach 83% by 2025, resulting in a large potential user base for mobile value-added services.

Rise of Mobile Payments: Mobile payment services are a key driver of the MVAS market. According to a Juniper Research estimate, the total value of mobile payments is predicted to reach $4.5 trillion by 2024, up from $2.1 trillion in 2020. The increasing expansion of mobile payments is opening up new potential for value-added services in the financial sector.

Growing Mobile Internet Usage: Increasing mobile internet usage is driving demand for MVAS. The International Telecommunication Union (ITU) forecasts that global mobile broadband subscribers per 100 people will increase from 69.5 in 2019 to 87 in 2023. This boom in mobile internet usage is fueling demand for a variety of value-added services, including mobile banking, entertainment, and e-commerce.

Key Challenges:

Fragmented Regulatory Environment: Regulations governing the Mobile Value Added Services (MVAS) Market vary by country, particularly in Asia Pacific. This fragmentation can present compliance problems, particularly for multinational service companies seeking to deliver consistent services across countries. Different constraints on data protection, content limitations, and service licensing add complexity that can stymie industry expansion and innovation.

Data Privacy Concerns: As MVAS becomes more personalized, there are growing worries about data privacy and security. Users are increasingly aware of how their data is gathered, stored, and used, creating a desire for greater openness. Compliance with severe data protection legislation, such as the GDPR in Europe, adds a layer of difficulty for MVAS providers, especially when working across.

Network Infrastructure Limitations: In many developing countries, insufficient network infrastructure is a serious obstacle to the MVAS market. Limited access to high-speed internet and dependable mobile networks can limit the availability and performance of modern MVAS solutions. This problem is especially prevalent in rural and distant places, where customers may lack the essential connectivity to effectively utilize these services.

Key Trends:

Expansion of 5G Networks: The introduction of 5G networks has a huge impact on the MVAS market by offering greater data speeds and lower latency. This breakthrough enables the delivery of high-quality video, immersive gaming experiences, and other data-intensive services. As 5G becomes increasingly accessible, it is projected to create new potential for novel MVAS applications, particularly in augmented and virtual reality.

Mobile Commerce (m-Commerce) Growth: The proliferation of mobile payment solutions and digital wallets is driving the expansion of m-Commerce in the MVAS ecosystem. Consumers increasingly choose to make purchases and execute financial transactions on their mobile devices. This trend is propelling the development of secure and user-friendly m-commerce services, such as mobile banking, payment gateways, and loyalty programs, which are becoming essential components of MVAS.

Gamification and Interactive Content: Gamification is a growing trend in MVAS because it increases user engagement through engaging and rewarding experiences. From mobile games to wellness apps with gamified features, MVAS providers are using gamification to boost customer retention and loyalty. This tendency is particularly appealing to younger groups, who prefer interactive and interesting content.

Integration with AI and Machine Learning: AI and Machine Learning are increasingly being integrated into MVAS to provide tailored and intelligent services. By monitoring user behavior and preferences, AI improves the user experience through chatbots and personalized content recommendations. This trend is encouraging the creation of more advanced and tailored MVAS products, hence increasing user engagement and retention.

Global Mobile Value Added Services (MVAS) Market Regional Analysis

Here is a more detailed regional analysis of the global Mobile Value Added Services (MVAS) Market:

Asia Pacific:

The Asia Pacific region dominates the Mobile Value Added Services (MVAS) Market, owing to a huge and quickly rising mobile user base. According to the GSMA's "The Mobile Economy Asia Pacific 2023" report, the area is predicted to have 3.1 billion mobile customers by 2025, or approximately 60% of the worldwide mobile market. This enormous user base, combined with the rising use of smartphones (expected to reach 83% by 2025), presents a vast and dynamic environment for MVAS products. The region's thriving digital economy, as seen by Southeast Asia's projected gross merchandise value of $330 billion by 2025, drives demand for a wide range of mobile services, from entertainment to e-commerce.

In the MVAS market in Asia Pacific, the expansion of 5G networks is an essential driver, with the area spearheading the global deployment. According to Ericsson's Mobility Report 2023, 5G subscriptions in the region are expected to total 1.9 billion by 2028, allowing for more sophisticated and data-intensive services. Expanding mobile internet usage, with mobile broadband subscriptions per 100 people increasing from 70.3 in 2017 to 92.2 in 2022, suggests a growing need for mobile-based services. These characteristics, together with the region's digital transformation and increased integration of MVAS with developing technologies, ensure that the Asia Pacific MVAS market will continue to grow rapidly.

Rest of the World:

The "Rest of the World" region, which includes Africa, Latin America, and the Middle East, is experiencing rapid growth in the Mobile Value Added Services (MVAS) Market. This expansion is mostly driven by the growing use of smartphones and the improvement of mobile network infrastructure. According to the GSMA's "The Mobile Economy Sub-Saharan Africa 2023" research, smartphone use in Sub-Saharan Africa is expected to increase from 49% in 2022 to 61% in 2025. Similarly, the ITU forecasts that 4G coverage in Africa has increased from 55% in 2019 to 81% in 2023, considerably enhancing access to MVAS throughout the area. These improvements are resulting in a larger, more connected user base, establishing the groundwork for significant growth in MVAS solutions.

The "Rest of the World" region. Government programs such as the World Bank's "Digital Economy for Africa (DE4A) Initiative" seek to digitally enable every citizen, company, and government in Africa by 2030, creating an environment conducive to the growth of MVAS.

Growing markets in the Middle East and North Africa (MENA) are showing tremendous promise, with GSMA Intelligence estimating that mobile customers in the area will reach 458 million in 2025. expanding mobile connectivity and supporting government policies are boosting the MVAS market in these regions, outpacing the worldwide average and reflecting the region's expanding significance in the global MVAS environment.

Global Mobile Value Added Services (MVAS) Market: Segmentation Analysis

The Global Mobile Value Added Services (MVAS) Market is Segmented on the basis of Platform, Application, Device Type, Vertical, And Geography.

Mobile Value Added Services (MVAS) Market, By Platform

Short Message Service

Interactive Voice and Video Response

Wireless Application Protocol

Unstructured Supplementary Service Data

Based on Platform, the Mobile Value Added Services (MVAS) Market is bifurcated into Short Message Service, Interactive Voice and Video Response, Wireless Application Protocol, and Unstructured Supplementary Service Data. Short Message Service (SMS) continues to dominate the Mobile Value Added Services (MVAS) Market due to its widespread adoption and simplicity, making it a dependable communication tool in both developed and emerging markets. On the other hand, Interactive Voice and Video Response (IVVR) is the fastest-growing market, thanks to advances in AI and natural language processing that improve consumer engagement through interactive, real-time responses, particularly in places with increasing mobile internet prevalence.

Mobile Value Added Services (MVAS) Market, By Application

Consumer

Enterprise

Based on Application, the Mobile Value Added Services (MVAS) Market is segmented into Consumer and Enterprise. The Consumer category is currently leading the Mobile Value Added Services (MVAS) Market due to its extensive application across numerous everyday services such as mobile entertainment, messaging, and social networking, which appeal to a large global user base. The workplace segment is expanding at a rapid pace, owing to the increased popularity of mobile business solutions including mobile workforce management, workplace communication, and customer engagement. Businesses looking to increase productivity and connectivity through mobile technology are driving this growth.

Mobile Value Added Services (MVAS) Market, By Device Type

Mobile Phone

Tablet PC

Laptop or Data-Card

Based on Device Type, the Mobile Value Added Services (MVAS) Market is segmented into Mobile Phone, Tablet PC, and Laptop or Data-Card. Mobile phones dominate the Mobile Value Added Services (MVAS) Market due to their extensive use and versatility, acting as the primary device for accessing various MVAS such as SMS, mobile apps, and entertainment services. The Tablet PC group is the fastest expanding, owing to rising consumer demand for larger screens and multipurpose devices that improve multimedia experiences and productivity. Tablets are quickly gaining acceptance due to their capacity to deliver immersive information and apps, which contributes to their rapid market growth.

Mobile Value Added Services (MVAS) Market, By Vertical

Banking, Financial Services and Insurance (BFSI)

Media and Entertainment

Healthcare

Education

Retail

Government

Telecom and IT

Based on Vertical, the Mobile Value Added Services (MVAS) Market is segmented into BFSI, Media and Entertainment, Healthcare, Education, Retail, Government, and Telecom and IT. The Media & Entertainment industry now dominates the Mobile Value Added Services (MVAS) Market due to its significant usage of MVAS for streaming, content delivery, and interactive experiences that appeal to a wide range of consumers. Meanwhile, the Healthcare industry is expanding at the quickest rate, owing to the increased popularity of mobile health applications, telemedicine, and remote monitoring services. The demand for mobile health solutions is constantly increasing as healthcare practitioners and patients seek more convenient and efficient ways to monitor their health and wellness.

Mobile Value Added Services (MVAS) Market, By Geography

North America

Europe

Asia Pacific

Rest of the World

On the basis of Geography, the Global Mobile Value Added Services (MVAS) Market is classified into North America, Europe, Asia Pacific, and the Rest of the world. The Asia-Pacific region currently dominates the MVAS market due to its large population, rapid economic expansion, and high smartphone penetration. The fastest-growing region is the "Rest of the World," which encompasses Africa, Latin America, and the Middle East. These regions are witnessing tremendous growth due to reasons such as rising smartphone penetration, developing mobile network infrastructure, government efforts, and new markets.

Key Players

The "Global Mobile Value Added Services (MVAS) Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are AT&T, Apple, Google, Vodafone, Mahindra Comviva, Onmobile, InMobi, Tencent, Kongzhong Corporation, and MyRepublic Limited. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

• Mobile Value Added Services (MVAS) Market Recent Developments
• In March 2023, Lusis Payments and Mastercard joined to deliver professional services to processors, issuers, and other payment technology providers via a single API connection. To address this issue, Mastercard Direct Services Access (DSA) provides a single point of access to a diverse set of value-added services that are digitally deployed throughout the payments ecosystem.
• In January 2021, Weiyouxin Technology, a private domain SaaS software operating service provider, obtained funding from ZW Data Action Technologies, Inc. (the US), which provides integrated data analytics, online advertising, precision marketing, and other value-added services.
• In January 2021, BSNL (India) granted PertSol (Part Telecom Solutions Pvt Ltd.) a Rs 30 crore contract to deploy a Location Based System (LBS) for their 2G, 3G, and 4G networks across India. According to the Unified Access Service License (UASL) regulations, the telecom department mandated the installation of LBS in 2014.

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Mobile Value Added Services (MVAS) Market, By Entertainment Services

• Mobile Gaming
• Streaming Services
• Mobile TV

5. Mobile Value Added Services (MVAS) Market, By Information Services

• News & Alerts
• Weather Services
• Directory Services

6. Mobile Value Added Services (MVAS) Market, By Communication Services

• Voicemail & Call Management
• Text & Multimedia Messaging
• Email Services

7. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

8. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

9. Competitive Landscape

• Key Players
• Market Share Analysis

10. Company Profiles

• AT&T
• Apple
• Google
• Vodafone
• Mahindra Comviva
• Onmobile
• InMobi
• Tencent
• Kongzhong Corporation
• MyRepublic Limited

11. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

12. Appendix

• List of Abbreviations
• Sources and References