行動附加價值服務市場規模、佔有率和成長分析（按類型、產品類型、商店、產業和地區分類）－2026-2033年產業預測

預計到 2024 年，行動附加價值服務市場規模將達到 3,748.1 億美元，到 2025 年將成長至 4,284.1 億美元，到 2033 年將成長至 12480.4 億美元，在預測期（2026-2033 年）內複合成長率 14.3%。

行動附加價值服務(MVAS) 市場正經歷顯著成長，這主要得益於全球行動網際網路使用量的擴張和智慧型手機普及率的不斷提高。創新型附加價值服務的推出和消費者可支配收入的增加進一步推動了這一趨勢。通訊業者之間的競爭格局正在推動行動應用的多樣化，從而加速市場成長。此外，訂閱和免費收費模式的引入預計將為 MVAS 提供者創造新的收入來源。然而，監管合規和行動生態系統的碎片化等挑戰可能會阻礙其持續成長。總體而言，MVAS 市場憑藉技術進步和不斷變化的消費者偏好，已做好充分準備迎接擴張。

行動附加價值服務市場促進因素

智慧型手機和行動電話銷售的快速成長是行動數據消費量上升的主要推動因素。這種不斷成長的行動數據需求預計將推動行動附加價值服務市場的發展。隨著越來越多的用戶使用智慧型手機，並在各種活動中越來越依賴行動連線，對行動數據相關高級服務的需求將進一步增加。因此，企業被迫調整和創新以滿足消費者不斷變化的需求，這將進一步推動行動附加價值服務的發展並擴大市場格局。這一趨勢凸顯了設備銷售與服務創新之間的重要連結。

行動附加價值服務市場的限制

行動附加價值服務市場的成長可能受到服務提供者必須應對的各種監管合規挑戰的阻礙。這些義務可能迫使公司削減某些功能或接受較低的利潤率以滿足法律要求。因此，遵守這些法規可能對服務提供者構成重大障礙，最終影響其創新和提供具有競爭力的服務的能力。這種複雜的監管環境有可能減緩市場擴張，因為服務供應商需要在合規與自身業務和財務目標之間尋求平衡，並限制新型行動加值服務的開發和部署。

行動附加價值服務市場的發展趨勢

個人化趨勢正在顯著改變行動附加價值服務市場，迫使服務提供者根據消費者的個人偏好客製化產品和服務。透過利用數據分析和客戶洞察，企業可以創建滿足用戶特定需求的客製化服務方案，從而提高客戶滿意度和忠誠度。以誘人的折扣提供這些個人化服務，能夠進一步獎勵用戶使用，並推動市場成長。隨著用戶對個人化體驗的期望日益提高，優先考慮個人化服務的企業有望獲得競爭優勢，並推動行動附加價值服務領域的創新和擴張。這一趨勢凸顯了理解和滿足多樣化消費者需求的重要性。

目錄

介紹

• 調查目標
• 調查範圍
• 定義

調查方法

• 資訊收集
• 二手資料和一手資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分市場機會分析

市場動態與展望

• 市場規模
• 市場動態
  • 促進因素和機遇
  • 限制與挑戰
• 波特分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 關鍵投資機會
• 市場生態系統
• 市場吸引力指數（2025）
• PESTEL 分析
• 總體經濟指標
• 價值鏈分析
• 定價分析

全球行動附加價值服務市場規模（按類型和複合年成長率分類）（2026-2033 年）

• 短訊服務 (SMS)
• 聲音的
• 數據和附加價值服務

全球行動附加價值服務市場規模（按產品和複合年成長率分類）（2026-2033 年）

• 手機遊戲
• 手機音樂
• 行動錢包
• 行動商務
• 行動廣告
• 電子郵件和即時通訊

全球行動附加價值服務市場規模（依門市分類）及複合年成長率（2026-2033 年）

• Google Play
• App Store
• 其他

全球行動附加價值服務市場規模（依產業垂直領域分類）及複合年成長率（2026-2033 年）

• BFSI
• 資訊科技/通訊
• 媒體與娛樂
• 零售
• 醫療保健和政府
• 其他

全球行動附加價值服務市場規模及複合年成長率（2026-2033）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 韓國
  • 亞太其他地區
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲地區
• 亞太地區
  • 中國
  • 印度
  • 拉丁美洲（按類型、產品類型、商店、產業）
  • 巴西
  • 其他拉丁美洲地區
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業的市場定位（2025 年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市佔率分析（2025 年）
• 主要企業公司簡介
  • 公司詳情
  • 產品系列分析
  • 依業務板塊進行公司股票分析
  • 2021-2023年營收年比比較

主要企業簡介

• 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）

結論與建議

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