The mobile value-added services (MVAS) market may register over USD 1,300 billion by 2024. Rising need to offer improved consumer experience has urged companies to launch new products. In 2020, Chinese telecom gear and handset producer, ZTE Corporation announced the launch of 10 new smartphones embedded with 5G network and more than 15 5G terminal devices. Such devices could drive the demand for advanced mobile value-added services.

MVAS services such as mobile advertising, MMS, SMS, mobile email & IM, mobile money, location-based services and mobile infotainment solutions are in demand by customers to fulfil communication needs. Mobile value-added services also offer multiple opportunities to mobile manufacturers, operators, application developers and other vendors for revenue generation and expansion of customer base.

The mobile value-added services (MVAS) market is poised to record significant gains by 2024 owing to increasing use of 3G services as well as introduction of high-speed 4G/5G LTE networks. Growing adoption of application-based services has encouraged mobile network operators to develop distinct platforms for 3G, 4G and 5G networks.

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Elaborating on some of the current trends in the mobile value-added services (MVAS) market:

1. Rising adoption of employee-owned devices

Growing trend of using employee and corporate-owned smart devices is anticipated to drive the MVAS market size. Employee owned devices such as BYOD are likely to fuel the application of industry solutions, allowing service operators to capture a specific customer base. Instances such as this could help MVAS companies to elevate their business value and widen overall presence.

1. SMS services gaining traction

The SMS segment is expected to hold the highest market share over the forecast period. SMS services are mostly used by companies to attractive new customers for generating sales and expanding business presence. SMS services are simple, reliable and are available at a low cost.

App to Person (A2P) SMS or enterprise messaging has surged exponentially over the years, mostly due to its use for OTP (one-time-password) confirmations, transaction alerts, notifications, branding and marketing. Given to its affordability, companies and businesses are mostly adopting SMS services for advertising purposes. These practices could have a positive impact on MVAS market outlook.

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1. Robust application in media and entertainment industry

Several European and Asian countries have been witnessing a growth in the entertainment and media sector, especially in the mobile gaming space. Famous internet-based mobile games like Rollercoaster Tycoon and Pokemon Go! consume a lot of mobile internet, driving operators to provide multiple VAS packages for internet subscriptions.

According to reports, in 2019, Pokémon GO collated more than 55 million downloads, with the U.S. accounting for more than 10 million installs. Rising popularity of network/internet-based games could proliferate the MVAS business outlook over 2024.  

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