The Global Market for Mobile Value Added Services (MVAS) is Projected to Exceed US$984 Billion by 2024

Robust Mobile Internet Penetration Rates to Drive Global Demand for Mobile Value Added Services, According to a New Report by Global Industry Analysts, Inc.

GIA launches comprehensive analysis of industry segments, trends, growth drivers, market size, share and demand forecasts on the global Mobile Value Added Services (MVAS) market. The global market for Mobile Value Added Services (MVAS) is projected to exceed US$984 billion by 2024, driven by growing sales of smartphones around the world matched by increased adoption of mobile internet services on the back of falling tariff rates.  

Voice services initially dominated the mobile communications landscape offering the power of voice communication among mobile users with excellent handset compatibility and network interoperability required for cross-network communications. The introduction of Short Messaging Service (SMS) in mid-1990s and its instant success ushered in a new era of non-voice services in the mobile communications sector. The phenomenal success of SMS as a data communications technology gave an entirely new dimension to the mobile communications sector, encouraging scores of mobile service providers to start offering similar non-voice services over their networks in order to complement their voice revenue and gain competitive edge in a booming market. Soon several new innovative non-voice services including Multimedia Messaging (MMS) Service, ringtones, graphic downloads, Caller Ring Back Tones (CRBT), Jokes, News Alerts, and UM were introduced into the market, thus ushering in a new era of mobile non-voice/data services. Designed as value addition to mobile users who until then have been only accustomed to using voice communications, these early non-voice/data services set a right platform for emergence of an entirely new revenue segment in the form of Mobile Value Added Services (MVAS).

The internet has revolutionized day-to-day operations, and telecommunications is no exception. There are an estimated 3.5 billion internet users worldwide, and Asians account for about half of global internet users. Traditionally, value added services involved users subscribing to premium services of SMS, which included horoscopes, lotteries, and various other services of low-value content. On the contrary, most VAS companies showed continued and stronger organic growth of their SMS based revenues, due to the ability of the service to drive engagement, and growing penetration. While SMS based VAS is growing steadily, Mobile Network Providers (MNOs) and VAS providers are looking to smartphone based applications and services as the next big iteration of the VAS space. This trend is generating an imperative for innovation in established players, while also creating opportunities for new operators. The new players are pioneering with distribution of apps such as utilities and games, based on user subscriptions. In particular, all participants including content providers, MNOs, MVAS operators, and consumers, in emerging markets are evincing interest in such an ecosystem and its success.

As stated by the new market research report on Mobile Value Added Services (MVAS), Asia-Pacific represents the largest market worldwide, followed by the United States. The region is also forecast to witness the fastest growth with a CAGR of 15.3% over the analysis period driven by growing population, rising standards of living, robust investments in 3G and 4G networks, easy access to mobile broadband and availability of low cost smartphones. The MVAS market is highly fragmented with players of various sizes participating in the market. Google and Apple dominate the application market owing to the dominance of the companies’ mobile operating systems in the smartphone market. Apple, in particular, derives significant revenues from the app store as well as from the company’s iTunes offering.

Key players in the market include Amazon.com Inc., America Movil SAB de CV, Apple Inc., AT&T Inc., Bharti Airtel Limited, Blackberry Limited, Computaris International Ltd., Dialogic Inc., eServGlobal, Etihad Etisalat Co., Gemalto NV, Google Inc., Huawei Technologies Co. Ltd., Intersec SA, KongZhong Corp., Mavenir Systems Inc., NTT DoCoMo Inc., OnMobile Global Ltd., Opencode Systems Ltd., Samsung Electronics Co. Ltd., Samsung Apps, Sprint Corporation, Tech Mahindra Limited, CanvasM Technologies Limited, Mahindra Comviva, Telefónica S.A., Vodafone Group plc, and ZTE Corporation among others.

The research report titled "Mobile Value Added Services (MVAS): A Global Strategic Business Report" announced by Global Industry Analysts Inc., provides a comprehensive review of market trends, growth drivers, innovations and launches, and strategic industry activities of major companies worldwide. The single segment report provides market estimates and projections in US dollars for all major geographic markets including the US, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia, and Rest of Europe), Asia-Pacific (China, India, and Rest of Asia-Pacific), Middle East & Africa, and Latin America (Argentina, Brazil, Mexico, and Rest of Latin America). The report also provides market estimates and projections by Service Type (Mobile Browsing, Mobile Finance, Location Based Services, Mobile Texting, and Others) for the global market.

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