全球行動附加價值服務市場規模（依平台、應用、設備類型、產業、地區及預測）

行動附加價值服務（MVAS）市場規模及預測

預計 2024 年行動附加價值服務(MVAS) 市場規模將達到 10.9 億美元，到 2031 年將達到 38.7 億美元，2024 年至 2031 年的複合年成長率為 17.08%。

行動附加價值服務(MVAS) 是行動網路業者提供的非核心服務，其功能超出了常規語音通話和簡訊的範圍。這些服務涵蓋廣泛領域，包括行動娛樂（遊戲、音樂、影片）、資訊服務（新聞、天氣、體育賽事）、行動商務（手機銀行、行動支付）以及個人化服務。 MVAS 透過提供滿足多樣化客戶需求的新功能來提升用戶體驗，並在競爭激烈的市場中，成為行動服務供應商脫穎而出的關鍵因素。

隨著智慧型手機普及率的提高、4G 和 5G 網路的擴張以及對行動內容和服務的需求不斷成長，行動增值服務 (MVAS) 預計將快速成長。隨著行動技術的進步，MVAS 將擴大與人工智慧、機器學習和物聯網 (IoT) 等新興技術融合，帶來更個人化和創新的解決方案。

新興國家行動網際網路連接的發展以及許多行業正在進行的數位轉型為行動增值服務進入新市場和新應用提供了巨大潛力，鞏固了其作為全球行動生態系統重要組成部分的地位。

全球行動附加價值服務（MVAS）市場動態

影響全球行動附加價值服務（MVAS）市場的關鍵市場動態是：

關鍵市場促進因素

智慧型手機普及率不斷提升：智慧型手機的普及正在推動行動加值服務市場的成長。根據GSMA的《2023年行動經濟》報告，到2025年，智慧型手機普及率預計將達到全球總連線數的85%，高於2022年的76%。預計到2025年，亞太地區的智慧型手機使用率將達到83%，這將為行動附加價值服務創造龐大的潛在用戶群。

行動支付的興起：行動支付服務是行動加值服務市場的主要驅動力。 Juniper Research 估計，到 2024 年，行動支付總價值將從 2020 年的 2.1 兆美元增至 4.5 兆美元。行動支付的成長為金融領域的附加價值服務開闢了新的可能性。

行動網際網路使用量不斷成長：行動網際網路使用量的不斷成長推動了行動加值服務 (MVAS) 的需求。通訊(ITU) 預測，全球每百人行動寬頻用戶數將從 2019 年的 69.5 人增加到 2023 年的 87 人。行動網際網路使用的蓬勃發展正在推動對各種附加價值服務的需求，包括行動銀行、娛樂和電子商務。

主要挑戰

法規環境碎片化：各國行動附加價值服務(MVAS) 市場的監管法規各不相同，尤其是在亞太地區。這種分散化可能會帶來合規挑戰，尤其對於尋求跨國提供一致服務的跨國服務公司而言。資料保護、內容限制和服務許可方面的各種限制增加了複雜性，並可能阻礙產業擴張和創新。

資料隱私問題：隨著行動加值服務 (MVAS) 日益個人化，人們對資料隱私和安全的擔憂日益加劇。用戶越來越了解並希望更公開地了解其資料的收集、儲存和使用方式。對於行動加值服務 (MVAS) 供應商而言，遵守歐洲《一般資料保護規範》(GDPR) 等嚴格的資料保護法規變得越來越具有挑戰性，尤其是在跨境營運的情況下。

網路基礎設施有限：在許多新興國家，網路基礎設施的缺乏是行動增值服務市場發展的一大障礙。高速網際網路和可靠行動網路的存取受限會限制現代行動加值服務解決方案的可用性和效能。這個問題在農村和偏遠地區尤其突出，因為這些地區的使用者可能缺乏有效使用這些服務所需的網路連線。

主要趨勢：

5G 網路擴展：5G 網路的引入將透過提供更快的數據速度和更低的延遲，對行動加值服務 (MVAS) 市場產生重大影響。這項突破性技術將支援高清視訊、身臨其境型遊戲體驗以及其他資料密集型服務。隨著 5G 的普及，預計將為新型行動加值服務 (MVAS) 應用，尤其是擴增實境和虛擬實境 (AR) 創造新的可能性。

行動商務 (m-commerce) 的成長：行動支付解決方案和數位錢包的普及正在推動行動商務在行動加值服務 (MVAS) 生態系統中的擴張。越來越多的消費者選擇透過行動裝置進行購物和金融交易。這一趨勢推動了安全、方便用戶使用的行動商務服務的發展，例如手機銀行、支付閘道器和會員計劃，這些服務正成為行動增值服務不可或缺的一部分。

遊戲化和互動內容：遊戲化是行動加值服務 (MVAS) 領域的一個日益成長的趨勢，因為它能夠透過引人入勝且獎勵豐厚的體驗來提升用戶參與度。從手機遊戲到具有遊戲化功能的健康應用，MVAS 供應商正在利用遊戲化來提高客戶留存率和忠誠度。這一趨勢對喜歡互動性和趣味性內容的年輕群體尤其具有吸引力。

與人工智慧和機器學習的融合：人工智慧和機器學習正擴大融入行動增值服務，以提供客製化的智慧服務。透過監控用戶行為和偏好，人工智慧可以透過聊天機器人和個人化內容建議提升用戶體驗。這一趨勢正在推動更先進、更客製化的行動增值服務產品的開發，從而提高用戶參與度和留存率。

目錄

第1章 引言

• 市場定義
• 市場區隔
• 調查方法

第2章執行摘要

• 主要發現
• 市場概況
• 市場亮點

第3章 市場概況

• 市場規模和成長潛力
• 市場趨勢
• 市場促進因素
• 市場限制
• 市場機遇
• 波特五力分析

4. 行動附加價值服務（MVAS）市場（按娛樂服務）

• 手機遊戲
• 串流媒體服務
• 行動電視

第5章行動附加價值服務（MVAS）市場（按資訊服務）

• 新聞與提醒
• 天氣預報服務
• 目錄服務

6. 行動附加價值服務（MVAS）市場（按通訊服務）

• 語音郵件和呼叫管理
• 簡訊和多媒體通訊
• 電子郵件服務

第7章區域分析

• 北美洲
• 美國
• 加拿大
• 墨西哥
• 歐洲
• 英國
• 德國
• 法國
• 義大利
• 亞太地區
• 中國
• 日本
• 印度
• 澳洲
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中東和非洲
• 南非
• 沙烏地阿拉伯
• 阿拉伯聯合大公國

第8章市場動態

• 市場促進因素
• 市場限制
• 市場機遇
• COVID-19 市場影響

第9章 競爭態勢

• 主要企業
• 市佔率分析

第10章：公司簡介

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

第11章 市場展望與機遇

• 新興技術
• 未來市場趨勢
• 投資機會

第12章 附錄

• 簡稱列表
• 來源和參考文獻

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