Mobile value-added services (VAS) market size to grow by USD 723.25 billion between 2022 and 2027; Growth driven by the rapid increase in smartphone penetration

NEW YORK, April 7, 2023 /PRNewswire/ — The mobile value-added services (VAS) market is set to grow by USD 723.25 billion from 2022 to 2027 progressing at a CAGR of 15.76% during the forecast period. The report offers an up-to-date analysis regarding the current global market scenario, the latest trends and drivers, and the overall market environment. The market is driven by the rapid increase in smartphone penetration. Consumers are increasingly using their mobile devices for a variety of purposes, from gaming and web browsing to e-commerce and social media interactions. Moreover, mobile phone manufacturers also offer a wide range of smartphone deals at competitive prices, and consumers can choose smartphones that meet their specific needs. Smartphone penetration will continue to grow, especially in emerging markets such as India and China, due to improvements in internet speed and technological infrastructure. This is anticipated to drive the mobile communications market (VAS) during the forecast period. Here is an exclusive report about market scenarios with a historical period (2017-2021) and forecast period (2023-2027). Download a Sample Report!

The mobile value-added services (VAS) market covers the following areas:

Mobile Value-added Services (VAS) Market Sizing
Mobile Value-added Services (VAS) Market Forecast
Mobile Value-added Services (VAS) Market Analysis

Mobile Value-added Services (VAS) Market 2023-2027 – Market Dynamics

Trend:

The increasing popularity of AR in location-based games is another major factor supporting the mobile value-added services (VAS) market growth. The adoption of AR in location-based games, where virtual content is layered over real-world surroundings and objects, is increasing. The growth in popularity of AR in location-based games can be attributed primarily to platform flexibility. The growing trend of game offerings that merge AR with LBS is expected to attract significant investment from key mobile VAS providers such as Alphabet and Apple. This, in turn, will drive the mobile games segment, thereby fueling the growth of the global mobile value-added services (VAS) market.

Challenge:

The constraints in content monetization will be a major challenge for the mobile value-added services (VAS) market. Traditionally, the major revenue share for mobile service providers was generated from voice calls. However, owing to the rapid reduction in call tariffs and the advent of popular online calling applications and IM services, which provide free voice and video calling services, the revenue generated from voice calls has declined drastically. Hence, monetizing content to substitute voice call revenue is expected to hinder the growth of the global mobile value-added services (VAS) market.

Mobile Value-added Services (VAS) Market 2023-2027: Market Segmentation

The report offers an up-to-date analysis regarding the current global market scenario, the latest trends and drivers, and the overall market environment. The market is segmented by product (mobile advertising, mobile games, mobile music and video streaming, mobile money and m-commerce, and mobile publications), end-user (large enterprises, small, and medium enterprises), and geography (APAC, North America, Europe, South America, and Middle East and Africa).

The market growth will be significant in the mobile advertising segment during the forecast period. With the rapid adoption of mobile broadband, video advertising offers consumers an attractive format in a non-intrusive manner. These ads are typically placed in over-the-top (OTT) applications and social media platforms, with consumer clicks and application installs being key parameters for measuring advertiser revenue generation. Certain developing markets such as Africa and South America still depend primarily on SMS and MMS advertising, though the growth of mobile broadband in these markets will see a shift toward mobile internet-based advertising during the forecast period. 

This report presents a detailed picture of the market by the way of study, synthesis, and
summation of data from multiple sources through an analysis of key parameters – View a
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Companies Mentioned

The global mobile VAS market is highly competitive, with the presence of many international and domestic vendors. Many new players are entering the market, especially in emerging markets, as the rapid adoption of smartphones and the high penetration of mobile broadband services are increasing the demand for mobile VAS among consumers. However, major international players have a competitive advantage due to higher investment opportunities and diversified product portfolios, which will help them compete during the forecast period. 

• Alphabet Inc.: The company offers value-added services, such as Ads on Google, Pay Per Click, PPC campaign management, and others.
• America Movil SAB de CV: The company offers value-added services such as Claro Sync cloud storage services, Claro Video, Claro Música music app, and Claro Viajes travel application.
• Apple Inc.: The company offers a value-added service named Apple Pay, a mobile payment service that allows users to make payments in person, in iOS apps, and on the web.
• AT&T Inc.: The company offers value-added services such as nationwide coverage on an all-band solution, access to 5G plus services, FirstNet customer support, full application ecosystem, full device ecosystem, and credentialing processes.
• Call Up
• Cisco Systems Inc.
• Comviva Technologies Ltd.
• Huawei Technologies Co. Ltd.
• Infosys Ltd.
• InMobi Pte. Ltd.
• International Business Machines Corp.
• Monty Mobile
• MyRepublic Ltd
• OnMobile Global Ltd.
• Reliance Industries Ltd.

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Key Topics Covered:

1 Executive Summary

• 1.1 Market overview
• Exhibit 01: Executive Summary – Chart on Market Overview
• Exhibit 02: Executive Summary – Data Table on Market Overview
• Exhibit 03: Executive Summary – Chart on Global Market Characteristics
• Exhibit 04: Executive Summary – Chart on Market by Geography
• Exhibit 05: Executive Summary – Chart on Market Segmentation by Product
• Exhibit 06: Executive Summary – Chart on Market Segmentation by End-user
• Exhibit 07: Executive Summary – Chart on Incremental Growth
• Exhibit 08: Executive Summary – Data Table on Incremental Growth
• Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

• 2.1 Market ecosystem
• Exhibit 10: Parent market
• Exhibit 11: Market Characteristics

3 Market Sizing

• 3.1 Market definition
• Exhibit 12: Offerings of vendors included in the market definition

• 3.2 Market segment analysis 
• Exhibit 13: Market segments

• 3.4 Market outlook: Forecast for 2022-2027 
• Exhibit 14: Chart on Global – Market size and forecast 2022-2027 ($ billion)
• Exhibit 15: Data Table on Global – Market size and forecast 2022-2027 ($ billion)
• Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
• Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

4 Historic Market Size

• 4.1 Global mobile value-added services (VAS) market 2017 – 2021 
• Exhibit 18: Historic Market Size – Data Table on Global mobile value-added services (VAS) market 2017 – 2021 ($ billion)

• 4.2 Geography Segment Analysis 2017 – 2021 
• Exhibit 19: Historic Market Size – Geography Segment 2017 – 2021 ($ billion)

• 4.3 Product Segment Analysis 2017 – 2021 
• Exhibit 20: Historic Market Size – Product Segment 2017 – 2021 ($ billion)

• 4.4 End-user Segment Analysis 2017 – 2021 
• Exhibit 21: Historic Market Size – End-user Segment 2017 – 2021 ($ billion)

• 4.5 Country Segment Analysis 2017 – 2021 
• Exhibit 22: Historic Market Size – Country Segment 2017 – 2021 ($ billion)

5 Five Forces Analysis

• 5.1 Five forces summary
• Exhibit 23: Five forces analysis – Comparison between 2022 and 2027

• 5.2 Bargaining power of buyers 
• Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027

• 5.3 Bargaining power of suppliers 
• Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027

• 5.4 Threat of new entrants 
• Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027

• 5.5 Threat of substitutes 
• Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027

• 5.6 Threat of rivalry
• Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027

• 5.7 Market condition
• Exhibit 29: Chart on Market condition – Five forces 2022 and 2027

6 Market Segmentation by Product

• 6.1 Market segments
• Exhibit 30: Chart on Product – Market share 2022-2027 (%)
• Exhibit 31: Data Table on Product – Market share 2022-2027 (%)

• 6.2 Comparison by Product 
• Exhibit 32: Chart on Comparison by Product
• Exhibit 33: Data Table on Comparison by Product

• 6.3 Mobile advertising – Market size and forecast 2022-2027 
• Exhibit 34: Chart on Mobile advertising – Market size and forecast 2022-2027 ($ billion)
• Exhibit 35: Data Table on Mobile advertising – Market size and forecast 2022-2027 ($ billion)
• Exhibit 36: Chart on Mobile advertising – Year-over-year growth 2022-2027 (%)
• Exhibit 37: Data Table on Mobile advertising – Year-over-year growth 2022-2027 (%)

• 6.4 Mobile games – Market size and forecast 2022-2027 
• Exhibit 38: Chart on Mobile games – Market size and forecast 2022-2027 ($ billion)
• Exhibit 39: Data Table on Mobile games – Market size and forecast 2022-2027 ($ billion)
• Exhibit 40: Chart on Mobile games – Year-over-year growth 2022-2027 (%)
• Exhibit 41: Data Table on Mobile games – Year-over-year growth 2022-2027 (%)

• 6.5 Mobile music and video streaming – Market size and forecast 2022-2027 
• Exhibit 42: Chart on Mobile music and video streaming – Market size and forecast 2022-2027 ($ billion)
• Exhibit 43: Data Table on Mobile music and video streaming – Market size and forecast 2022-2027 ($ billion)
• Exhibit 44: Chart on Mobile music and video streaming – Year-over-year growth 2022-2027 (%)
• Exhibit 45: Data Table on Mobile music and video streaming – Year-over-year growth 2022-2027 (%)

• 6.6 Mobile money and m-commerce – Market size and forecast 2022-2027 
• Exhibit 46: Chart on Mobile money and m-commerce – Market size and forecast 2022-2027 ($ billion)
• Exhibit 47: Data Table on Mobile money and m-commerce – Market size and forecast 2022-2027 ($ billion)
• Exhibit 48: Chart on Mobile money and m-commerce – Year-over-year growth 2022-2027 (%)
• Exhibit 49: Data Table on Mobile money and m-commerce – Year-over-year growth 2022-2027 (%)

• 6.7 Mobile publications – Market size and forecast 2022-2027 
• Exhibit 50: Chart on Mobile publications – Market size and forecast 2022-2027 ($ billion)
• Exhibit 51: Data Table on Mobile publications – Market size and forecast 2022-2027 ($ billion)
• Exhibit 52: Chart on Mobile publications – Year-over-year growth 2022-2027 (%)
• Exhibit 53: Data Table on Mobile publications – Year-over-year growth 2022-2027 (%)

• 6.8 Market opportunity by Product 
• Exhibit 54: Market opportunity by Product ($ billion)

7 Market Segmentation by End-user

• 7.1 Market segments
• Exhibit 55: Chart on End-user – Market share 2022-2027 (%)
• Exhibit 56: Data Table on End-user – Market share 2022-2027 (%)

• 7.2 Comparison by End-user 
• Exhibit 57: Chart on Comparison by End-user
• Exhibit 58: Data Table on Comparison by End-user

• 7.3 Large enterprises – Market size and forecast 2022-2027 
• Exhibit 59: Chart on Large enterprises – Market size and forecast 2022-2027 ($ billion)
• Exhibit 60: Data Table on Large enterprises – Market size and forecast 2022-2027 ($ billion)
• Exhibit 61: Chart on Large enterprises – Year-over-year growth 2022-2027 (%)
• Exhibit 62: Data Table on Large enterprises – Year-over-year growth 2022-2027 (%)

• 7.4 Small and medium enterprises – Market size and forecast 2022-2027 
• Exhibit 63: Chart on Small and medium enterprises – Market size and forecast 2022-2027 ($ billion)
• Exhibit 64: Data Table on Small and medium enterprises – Market size and forecast 2022-2027 ($ billion)
• Exhibit 65: Chart on Small and medium enterprises – Year-over-year growth 2022-2027 (%)
• Exhibit 66: Data Table on Small and medium enterprises – Year-over-year growth 2022-2027 (%)

• 7.5 Market opportunity by End-user 
• Exhibit 67: Market opportunity by End-user ($ billion)

8 Customer Landscape

• 8.1 Customer landscape overview 
• Exhibit 68: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• 9.1 Geographic segmentation 
• Exhibit 69: Chart on Market share by geography 2022-2027 (%)
• Exhibit 70: Data Table on Market share by geography 2022-2027 (%)

• 9.2 Geographic comparison 
• Exhibit 71: Chart on Geographic comparison
• Exhibit 72: Data Table on Geographic comparison

• 9.3 APAC – Market size and forecast 2022-2027 
• Exhibit 73: Chart on APAC – Market size and forecast 2022-2027 ($ billion)
• Exhibit 74: Data Table on APAC – Market size and forecast 2022-2027 ($ billion)
• Exhibit 75: Chart on APAC – Year-over-year growth 2022-2027 (%)
• Exhibit 76: Data Table on APAC – Year-over-year growth 2022-2027 (%)

• 9.4 North America – Market size and forecast 2022-2027 
• Exhibit 77: Chart on North America – Market size and forecast 2022-2027 ($ billion)
• Exhibit 78: Data Table on North America – Market size and forecast 2022-2027 ($ billion)
• Exhibit 79: Chart on North America – Year-over-year growth 2022-2027 (%)
• Exhibit 80: Data Table on North America – Year-over-year growth 2022-2027 (%)

• 9.5 Europe – Market size and forecast 2022-2027 
• Exhibit 81: Chart on Europe – Market size and forecast 2022-2027 ($ billion)
• Exhibit 82: Data Table on Europe – Market size and forecast 2022-2027 ($ billion)
• Exhibit 83: Chart on Europe – Year-over-year growth 2022-2027 (%)
• Exhibit 84: Data Table on Europe – Year-over-year growth 2022-2027 (%)

• 9.6 South America – Market size and forecast 2022-2027 
• Exhibit 85: Chart on South America – Market size and forecast 2022-2027 ($ billion)
• Exhibit 86: Data Table on South America – Market size and forecast 2022-2027 ($ billion)
• Exhibit 87: Chart on South America – Year-over-year growth 2022-2027 (%)
• Exhibit 88: Data Table on South America – Year-over-year growth 2022-2027 (%)

• 9.7 Middle East and Africa – Market size and forecast 2022-2027 
• Exhibit 89: Chart on Middle East and Africa – Market size and forecast 2022-2027 ($ billion)
• Exhibit 90: Data Table on Middle East and Africa – Market size and forecast 2022-2027 ($ billion)
• Exhibit 91: Chart on Middle East and Africa – Year-over-year growth 2022-2027 (%)
• Exhibit 92: Data Table on Middle East and Africa – Year-over-year growth 2022-2027 (%)

• 9.8 US – Market size and forecast 2022-2027 
• Exhibit 93: Chart on US – Market size and forecast 2022-2027 ($ billion)
• Exhibit 94: Data Table on US – Market size and forecast 2022-2027 ($ billion)
• Exhibit 95: Chart on US – Year-over-year growth 2022-2027 (%)
• Exhibit 96: Data Table on US – Year-over-year growth 2022-2027 (%)

• 9.9 China – Market size and forecast 2022-2027 
• Exhibit 97: Chart on China – Market size and forecast 2022-2027 ($ billion)
• Exhibit 98: Data Table on China – Market size and forecast 2022-2027 ($ billion)
• Exhibit 99: Chart on China – Year-over-year growth 2022-2027 (%)
• Exhibit 100: Data Table on China – Year-over-year growth 2022-2027 (%)

• 9.10 Japan – Market size and forecast 2022-2027 
• Exhibit 101: Chart on Japan – Market size and forecast 2022-2027 ($ billion)
• Exhibit 102: Data Table on Japan – Market size and forecast 2022-2027 ($ billion)
• Exhibit 103: Chart on Japan – Year-over-year growth 2022-2027 (%)
• Exhibit 104: Data Table on Japan – Year-over-year growth 2022-2027 (%)

• 9.11 India – Market size and forecast 2022-2027 
• Exhibit 105: Chart on India – Market size and forecast 2022-2027 ($ billion)
• Exhibit 106: Data Table on India – Market size and forecast 2022-2027 ($ billion)
• Exhibit 107: Chart on India – Year-over-year growth 2022-2027 (%)
• Exhibit 108: Data Table on India – Year-over-year growth 2022-2027 (%)

• 9.12 Germany – Market size and forecast 2022-2027 
• Exhibit 109: Chart on Germany – Market size and forecast 2022-2027 ($ billion)
• Exhibit 110: Data Table on Germany – Market size and forecast 2022-2027 ($ billion)
• Exhibit 111: Chart on Germany – Year-over-year growth 2022-2027 (%)
• Exhibit 112: Data Table on Germany – Year-over-year growth 2022-2027 (%)

• 9.13 Market opportunity by geography 
• Exhibit 113: Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

• 10.3 Impact of drivers and challenges 
• Exhibit 114: Impact of drivers and challenges in 2022 and 2027

11 Vendor Landscape

• 11.2 Vendor landscape
• Exhibit 115: Overview on Criticality of inputs and Factors of differentiation

• 11.3 Landscape disruption
• Exhibit 116: Overview on factors of disruption

• 11.4 Industry risks
• Exhibit 117: Impact of key risks on business

12 Vendor Analysis

• 12.1 Vendors covered
• Exhibit 118: Vendors covered

• 12.2 Market positioning of vendors 
• Exhibit 119: Matrix on vendor position and classification

• 12.3 Alphabet Inc.
• Exhibit 120: Alphabet Inc. – Overview
• Exhibit 121: Alphabet Inc. – Business segments
• Exhibit 122: Alphabet Inc. – Key news
• Exhibit 123: Alphabet Inc. – Key offerings
• Exhibit 124: Alphabet Inc. – Segment focus

• 12.4 America Movil SAB de CV 
• Exhibit 125: America Movil SAB de CV – Overview
• Exhibit 126: America Movil SAB de CV – Business segments
• Exhibit 127: America Movil SAB de CV – Key offerings
• Exhibit 128: America Movil SAB de CV – Segment focus

• 12.5 Apple Inc.
• Exhibit 129: Apple Inc. – Overview
• Exhibit 130: Apple Inc. – Business segments
• Exhibit 131: Apple Inc. – Key news
• Exhibit 132: Apple Inc. – Key offerings
• Exhibit 133: Apple Inc. – Segment focus

• 12.6 AT&T Inc.
• Exhibit 134: AT&T Inc. – Overview
• Exhibit 135: AT&T Inc. – Business segments
• Exhibit 136: AT&T Inc. – Key news
• Exhibit 137: AT&T Inc. – Key offerings
• Exhibit 138: AT&T Inc. – Segment focus

• 12.7 Cisco Systems Inc.
• Exhibit 139: Cisco Systems Inc. – Overview
• Exhibit 140: Cisco Systems Inc. – Business segments
• Exhibit 141: Cisco Systems Inc. – Key news
• Exhibit 142: Cisco Systems Inc. – Key offerings
• Exhibit 143: Cisco Systems Inc. – Segment focus

• 12.8 Comviva Technologies Ltd. 
• Exhibit 144: Comviva Technologies Ltd. – Overview
• Exhibit 145: Comviva Technologies Ltd. – Business segments
• Exhibit 146: Comviva Technologies Ltd. – Key offerings
• Exhibit 147: Comviva Technologies Ltd. – Segment focus

• 12.9 Huawei Technologies Co. Ltd. 
• Exhibit 148: Huawei Technologies Co. Ltd. – Overview
• Exhibit 149: Huawei Technologies Co. Ltd. – Business segments
• Exhibit 150: Huawei Technologies Co. Ltd. – Key news
• Exhibit 151: Huawei Technologies Co. Ltd. – Key offerings
• Exhibit 152: Huawei Technologies Co. Ltd. – Segment focus

• 12.10 Infosys Ltd.
• Exhibit 153: Infosys Ltd. – Overview
• Exhibit 154: Infosys Ltd. – Business segments
• Exhibit 155: Infosys Ltd. – Key news
• Exhibit 156: Infosys Ltd. – Key offerings
• Exhibit 157: Infosys Ltd. – Segment focus

• 12.11 International Business Machines Corp. 
• Exhibit 158: International Business Machines Corp. – Overview
• Exhibit 159: International Business Machines Corp. – Business segments
• Exhibit 160: International Business Machines Corp. – Key news
• Exhibit 161: International Business Machines Corp. – Key offerings
• Exhibit 162: International Business Machines Corp. – Segment focus

• 12.12 Monty Mobile
• Exhibit 163: Monty Mobile – Overview
• Exhibit 164: Monty Mobile – Product / Service
• Exhibit 165: Monty Mobile – Key offerings

• 12.13 OnMobile Global Ltd.
• Exhibit 166: OnMobile Global Ltd. – Overview
• Exhibit 167: OnMobile Global Ltd. – Product / Service
• Exhibit 168: OnMobile Global Ltd. – Key offerings

• 12.14 Reliance Industries Ltd. 
• Exhibit 169: Reliance Industries Ltd. – Overview
• Exhibit 170: Reliance Industries Ltd. – Business segments
• Exhibit 171: Reliance Industries Ltd. – Key news
• Exhibit 172: Reliance Industries Ltd. – Key offerings
• Exhibit 173: Reliance Industries Ltd. – Segment focus

• 12.15 Samsung Electronics Co. Ltd. 
• Exhibit 174: Samsung Electronics Co. Ltd. – Overview
• Exhibit 175: Samsung Electronics Co. Ltd. – Business segments
• Exhibit 176: Samsung Electronics Co. Ltd. – Key news
• Exhibit 177: Samsung Electronics Co. Ltd. – Key offerings
• Exhibit 178: Samsung Electronics Co. Ltd. – Segment focus

• 12.16 Telefonaktiebolaget LM Ericsson 
• Exhibit 179: Telefonaktiebolaget LM Ericsson – Overview
• Exhibit 180: Telefonaktiebolaget LM Ericsson – Business segments
• Exhibit 181: Telefonaktiebolaget LM Ericsson – Key news
• Exhibit 182: Telefonaktiebolaget LM Ericsson – Key offerings
• Exhibit 183: Telefonaktiebolaget LM Ericsson – Segment focus

• 12.17 Vodafone Group Plc
• Exhibit 184: Vodafone Group Plc – Overview
• Exhibit 185: Vodafone Group Plc – Business segments
• Exhibit 186: Vodafone Group Plc – Key offerings
• Exhibit 187: Vodafone Group Plc – Segment focus

13 Appendix

• 13.2 Inclusions and exclusions checklist 
• Exhibit 188: Inclusions checklist
• Exhibit 189: Exclusions checklist

• 13.3 Currency conversion rates for US$ 
• Exhibit 190: Currency conversion rates for US$

• 13.4 Research methodology
• Exhibit 191: Research methodology
• Exhibit 192: Validation techniques employed for market sizing
• Exhibit 193: Information sources

• 13.5 List of abbreviations 
• Exhibit 194: List of abbreviations

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