The term "mobile value-added services" (MVAS) refers to mobile services that mobile service providers provide in addition to voice communication services. Mobile users can use smartphones and tablets for various non-voice functions thanks to mobile virtual assistant services (MVAS), which include sending short message services (SMS), multimedia messaging services (MMS), mobile email & instant messaging, mobile money, location-based services, mobile advertising, and mobile infotainment.

Driving Factors- The market for mobile value-added services is being pushed by factors such as an increase in smartphone and tablet users, mobile Internet usage, increased use of mobile applications and mobile web, and a higher return on marketing investment. Multiple vendors have increased competition among internet service providers. Nowadays, individuals use smartphones to access a range of programs, browse the web, check their emails, interact on social media, and so on. Mobile value-added services, which are offered by telecom service providers in addition to voice, SMS, and data services, are designed to improve the customer experience. The prices of cell phones, smartphones, tablets, and related commodities have dropped dramatically, allowing mobile value-added service providers to expand their customer base by attracting people of the middle and lower middle classes. As a result, the growing number of smartphone users is predicted to drive significant market revenue for worldwide mobile value-added services. These reasons are expected to drive mobile value-added services market expansion.

Challenges- The ability of users to use mobile value-added services may be hampered due to a lack of regulations and guidelines for the many market participants in MVAS. The data and information of value-added service clients must be protected in light of the rapid advancement of technology and new technologies. The primary challenge confronting the industry for mobile value-added services is a lack of privacy. The market expansion may also be hampered by a lack of government initiatives and insufficient consumer authentication capabilities for services that need the sharing of sensitive data, such as payments.

The COVID-19 pandemic has a positive impact on the market for mobile value added services. For example, many individuals are now aware of applications that allow them to buy goods online via stay-at-home ordering, and more people are opting to pay with their phones rather than cash or credit cards when they go grocery shopping. Businesses all around the world are successfully offering governments and health authorities with digital communications infrastructure. The MVAS messaging ecosystem enables medical practitioners to send out real-time public health alerts and citizens to arrange appointments for COVID-19 tests and other services using a number of mobile platforms.

The market study provides market data by competitive landscape, revenue analysis, market segments and detailed analysis of key market players such as Reliance Industries Ltd, Comviva Technologies, Alphabet Inc, Samsung Electronics Co Ltd, One97 Communications, Huawei Investment & Holding Co Ltd, OnMobile Global Limited, Mozat Pte Ltd, Vodafone Group plc, Apple Inc.

By Solution: Based on the Solution, Global Mobile Value-Added Services Market is segmented as; Short Messaging Service, Multimedia Messaging Service, Location Based Services, Mobile Email & IM, Mobile Money, Mobile Advertising, Mobile Infotainment, Others.

By End-User: Based on the End-User, Global Mobile Value-Added Services Market is segmented as; SMB, Large Enterprises.

By Vertical: Based on the Vertical, Global Mobile Value-Added Services Market is segmented as; Media and Entertainment, Healthcare, Education, Retail, Government, Telecom and IT, Others.

By Region: This research also includes data for North America, Asia-Pacific, Latin America, Middle East & Africa and Europe. 

This study also encompasses various drivers and restraining factors of this market for the forecast period. Various growth opportunities are also discussed in the report.