Global Mobile Value-Added Services (MVAS) Market Size, Share & Demand Report By Service Type (SMS & MMS, Mobile Email & IM, Mobile Advertising, Location-Based Services, Mobile Money & Payments, Mobile Infotainment & Multimedia, Other VAS), By Device Type (Smartphone-Based, Feature Phone VAS, Tablet/Wearables, IoT VAS), By End User (Consumer, Enterprise, Government), By Industry Vertical (Telecom & IT, Media & Entertainment, Retail & E-commerce, BFSI, Healthcare, Government, Education), By Region & Segment Forecasts,2026–2031

Table of Contents

1. Executive Summary
   1. Introduction
2. Market Introduction
   1. Market Definition
   2. Scope of the Study
   3. Market Structure
3. Research Methodology
   1. Primary Research
   2. Research Methodology
   3. Assumptions & Exclusions
   4. Secondary Data Sources
4. Market Factor Analysis
   1. Value Chain Analysis: Mobile Value-Added Services (MVAS) Market
   2. Porters Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of Substitution
      4. Threat of New Entrants
      5. Competitive Rivalry
5. Market Dynamics
   1. Drivers
   2. Restraints
   3. Opportunities
6. Recent Trends Analysis
7. Impact of COVID-19 on Mobile Value-Added Services (MVAS) Market
   1. Pre and Post Covid -19 Market Scenario Analysis
   2. Market Recovery Timeline and Challenge
   3. Measures Taken by Top Players
8. Regulatory Landscape
9. Mobile Value-Added Services (MVAS) Market, By Service Type
   1. Introduction
      1. Market Size and Forecast, By Service Type
   2. SMS & MMS Services
      1. Market Size and Forecast, By Region
   3. Mobile Email & Instant Messaging
      1. Market Size and Forecast, By Region
   4. Mobile Advertising
      1. Market Size and Forecast, By Region
   5. Location-Based Services (LBS)
      1. Market Size and Forecast, By Region
   6. Mobile Money & Payments
      1. Market Size and Forecast, By Region
   7. Mobile Infotainment & Multimedia
      1. Market Size and Forecast, By Region
   8. Other VAS (Alerts, Personalization, Utility Services)
      1. Market Size and Forecast, By Region
10. Mobile Value-Added Services (MVAS) Market, By Device Type
    1. Introduction
       1. Market Size and Forecast, By Device Type
    2. Smartphone-Based VAS
       1. Market Size and Forecast, By Region
    3. Feature Phone VAS
       1. Market Size and Forecast, By Region
    4. Tablet & Wearable-Based VAS
       1. Market Size and Forecast, By Region
    5. IoT-Integrated Mobile VAS
       1. Market Size and Forecast, By Region
11. Mobile Value-Added Services (MVAS) Market, By End User
    1. Introduction
       1. Market Size and Forecast, By End User
    2. Consumer Users
       1. Market Size and Forecast, By Region
    3. Enterprise Users
       1. Market Size and Forecast, By Region
    4. Government & Public Sector Users
       1. Market Size and Forecast, By Region
12. Mobile Value-Added Services (MVAS) Market, By Industry Vertical
    1. Introduction
       1. Market Size and Forecast, By Industry Vertical
    2. Telecom & IT
       1. Market Size and Forecast, By Region
    3. Media & Entertainment
       1. Market Size and Forecast, By Region
    4. Retail & E-commerce
       1. Market Size and Forecast, By Region
    5. BFSI
       1. Market Size and Forecast, By Region
    6. Healthcare
       1. Market Size and Forecast, By Region
    7. Government Services
       1. Market Size and Forecast, By Region
    8. Education
       1. Market Size and Forecast, By Region
13. Regional Overview
    1. Introduction
       1. Market Size and Forecast
    2. North America
       1. Market Size and Forecast
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       2. U.S.
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       3. Canada
    3. Europe
       1. Market Size and Forecast
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       2. U.K.
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       3. Germany
       4. France
       5. Spain
       6. Italy
       7. Russia
       8. Nordic
       9. Benelux
       10. Rest of Europe
    4. APAC
       1. Market Size and Forecast
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       2. China
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       3. Korea
       4. Japan
       5. India
       6. Australia
       7. Singapore
       8. Taiwan
       9. South East Asia
       10. Rest of Asia-Pacific
    5. Middle East and Africa
       1. Market Size and Forecast
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       2. UAE
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       3. Turky
       4. Saudi Arabia
       5. South Africa
       6. Egypt
       7. Nigeria
       8. Rest of MEA
    6. LATAM
       1. Market Size and Forecast
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       2. Brazil
          1. By Service Type
             1. SMS & MMS Services
             2. Mobile Email & Instant Messaging
             3. Mobile Advertising
             4. Location-Based Services (LBS)
             5. Mobile Money & Payments
             6. Mobile Infotainment & Multimedia
             7. Other VAS (Alerts, Personalization, Utility Services)
          2. By Device Type
             1. Smartphone-Based VAS
             2. Feature Phone VAS
             3. Tablet & Wearable-Based VAS
             4. IoT-Integrated Mobile VAS
          3. By End User
             1. Consumer Users
             2. Enterprise Users
             3. Government & Public Sector Users
          4. By Industry Vertical
             1. Telecom & IT
             2. Media & Entertainment
             3. Retail & E-commerce
             4. BFSI
             5. Healthcare
             6. Government Services
             7. Education
       3. Mexico
       4. Argentina
       5. Chile
       6. Colombia
       7. Rest of LATAM
14. Competitive Landscape, 2025
    1. Introduction
    2. Mobile Value-Added Services (MVAS) Market Share Analysis, 2025 (%)
       1. Market Share Analysis, 2025
       2. Competition Ranking, 2025
       3. Key Developments & Growth Strategies
          1. Merger & Acquisition
          2. Product Launch
          3. Expansion
       4. Consolidated SWOT Analysis of Key Players
15. Company Profile
    1. Vodafone Group Plc
       1. Business Overview
       2. Financial Data
       3. Key Product domains
       4. Recent Developments
    2. AT&T Inc.
    3. Verizon Communications Inc.
    4. China Mobile Ltd.
    5. Bharti Airtel Ltd.
    6. Orange S.A.
    7. NTT DOCOMO Inc.
    8. Telefonica S.A.
    9. MTN Group
    10. Singtel Group