세계의 모바일 부가가치 서비스 시장 규모, 점유율, 동향 분석 보고서 : 솔루션별, 최종 용도별, 산업별, 지역별, 부문별 예측(2025-2033년)

Mobile Value Added Services Market Summary

The global mobile value added services market size was estimated at USD 1,089.86 billion in 2024 and is projected to reach USD 3,237.18 billion by 2033, growing at a CAGR of 13.2% from 2025 to 2033. The Mobile Value Added Services (VAS) market growth is driven by the rapid proliferation of smartphones, increasing mobile internet penetration, and growing consumer demand for personalized, on-the-go digital experiences.

In addition, rising digital consumption among youth demographics and small enterprises has played a key role in expanding the mobile value added services industry. Technological advancements have significantly driven the growth of the mobile value added services industry. The integration of Artificial Intelligence (AI), Machine Learning (ML), and Big Data analytics has enabled service providers to deliver highly customized and real-time content. The deployment of 5G infrastructure has further improved service quality and bandwidth availability, facilitating advanced VAS such as video streaming, augmented reality (AR), and mobile cloud services. Furthermore, innovations in mobile payment platforms and location-based technologies have broadened the scope of value-added services across sectors such as healthcare, retail, and transportation.

The use of AI and data analytics is enabling telecom operators and service providers to offer hyper-personalized mobile experiences. AI algorithms help analyze user behavior, preferences, and location data to deliver tailored content ranging from news, music, and entertainment to promotional offers and health reminders. Personalized VAS enhances user satisfaction and improves monetization by increasing engagement and reducing churn. This trend is especially prevalent in mature markets where customer experience is a key competitive differentiator.

Another rapidly growing opportunity within the mobile value-added services market is the expansion of smart home solutions. With the integration of IoT technologies, service providers can offer home automation services that enable users to control lighting, security systems, thermostats, and appliances directly from their smartphones. As consumer adoption of smart home technology continues to rise, telecom operators have the opportunity to differentiate themselves by bundling these solutions with their core offerings. This approach allows them to become more deeply integrated into customers' daily lives. A notable example is Verizon, which has started bundling smart home solutions with its internet services, delivering a seamless and connected home experience for its users.

Concerns related to data privacy, spam content, and unauthorized billing have eroded consumer trust in some regions and could hamper the growth of the market. Market fragmentation, high churn rates, and limited monetization opportunities for certain services have posed challenges for service providers. Moreover, the dependency on telecom infrastructure and compatibility issues across devices have hindered consistent service delivery. These factors are expected to restrain market growth, thereby driving the need for innovation, strategic partnerships, and greater regulatory clarity.

Global Mobile Value Added Services Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global mobile value added services market report based on solution, end use, vertical, and region:

• Solution Outlook (Revenue, USD Billion, 2021 - 2033)
• Short Messaging Service (SMS)
• Mobile Email & IM
• Mobile Money
• Mobile Advertising
• Location-based Services
• Mobile Infotainment
• Multimedia Messaging Service (MMS)
• End Use Outlook (Revenue, USD Billion, 2021 - 2033)
• Consumers
• Enterprises
• Vertical Outlook (Revenue, USD Billion, 2021 - 2033)
• BFSI
• Media and Entertainment
• Telecom & IT
• Retail & E-commerce
• Healthcare
• Government
• Others
• Regional Outlook (Revenue, USD Billion, 2021 - 2033)
• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
• Latin America
  • Brazil
• Middle East and Africa (MEA)
  • KSA
  • UAE
  • South Africa

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation and Scope
• 1.2. Research Methodology
  • 1.2.1. Information Procurement
• 1.3. Information or Data Analysis
• 1.4. Methodology
• 1.5. Research Scope and Assumptions
• 1.6. Market Formulation & Validation
• 1.7. Country Based Segment Share Calculation
• 1.8. List of Data Sources

Chapter 2. Executive Summary

• 2.1. Market Outlook
• 2.2. Segment Outlook
• 2.3. Competitive Insights

Chapter 3. Mobile Value Added Services Market Variables, Trends, & Scope

• 3.1. Market Lineage Outlook
• 3.2. Market Dynamics
  • 3.2.1. Market Driver Analysis
  • 3.2.2. Market Restraint Analysis
  • 3.2.3. Industry Challenge
• 3.3. Mobile Value Added Services Market Analysis Tools
  • 3.3.1. Industry Analysis - Porter's
    • 3.3.1.1. Bargaining power of the suppliers
    • 3.3.1.2. Bargaining power of the buyers
    • 3.3.1.3. Threats of substitution
    • 3.3.1.4. Threats from new entrants
    • 3.3.1.5. Competitive rivalry
  • 3.3.2. PESTEL Analysis
    • 3.3.2.1. Political landscape
    • 3.3.2.2. Economic and social landscape
    • 3.3.2.3. Technological landscape

Chapter 4. Mobile Value Added Services Market: Solution Estimates & Trend Analysis

• 4.1. Segment Dashboard
• 4.2. Mobile Value Added Services Market: Solution Movement Analysis, 2024 & 2033 (USD Billion)
• 4.3. Short Messaging Service (SMS)
  • 4.3.1. Short Messaging Service (SMS) Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.4. Mobile Email & IM
  • 4.4.1. Mobile Email & IM Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.5. Mobile Money
  • 4.5.1. Mobile Money Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.6. Mobile Advertising
  • 4.6.1. Mobile Advertising Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.7. Location-based Services
  • 4.7.1. Location-based Services Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.8. Mobile Infotainment
  • 4.8.1. Mobile Infotainment Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 4.9. Multimedia Messaging Service (MMS)
  • 4.9.1. Multimedia Messaging Service (MMS) Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 5. Mobile Value Added Services Market: End Use Estimates & Trend Analysis

• 5.1. Segment Dashboard
• 5.2. Mobile Value Added Services Market: End Use Movement Analysis, 2024 & 2033 (USD Billion)
• 5.3. Consumers
  • 5.3.1. Consumers Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 5.4. Enterprises
  • 5.4.1. Enterprises Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 6. Mobile Value Added Services Market: Vertical Estimates & Trend Analysis

• 6.1. Segment Dashboard
• 6.2. Mobile Value Added Services Market: Vertical Movement Analysis, 2024 & 2033 (USD Billion)
• 6.3. BFSI
  • 6.3.1. BFSI Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.4. Media and Entertainment
  • 6.4.1. Media and Entertainment Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.5. Telecom & IT
  • 6.5.1. Telecom & IT Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.6. Retail & E-commerce
  • 6.6.1. Retail & E-commerce Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.7. Healthcare
  • 6.7.1. Healthcare Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.8. Government
  • 6.8.1. Government Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 6.9. Others
  • 6.9.1. Others Market Revenue Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 7. Mobile Value Added Services Market: Regional Estimates & Trend Analysis

• 7.1. Mobile Value Added Services Market Share, By Region, 2024 & 2033, USD Billion
• 7.2. North America
  • 7.2.1. North America Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.2.2. U.S.
    • 7.2.2.1. U.S. Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.2.3. Canada
    • 7.2.3.1. Canada Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.2.4. Mexico
    • 7.2.4.1. Mexico Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.3. Europe
  • 7.3.1. Europe Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.3.2. UK
    • 7.3.2.1. UK Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.3.3. Germany
    • 7.3.3.1. Germany Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD BILLION)
  • 7.3.4. France
    • 7.3.4.1. France Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.4. Asia Pacific
  • 7.4.1. Asia Pacific Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.4.2. China
    • 7.4.2.1. China Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.4.3. Japan
    • 7.4.3.1. Japan Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.4.4. India
    • 7.4.4.1. India Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.4.5. South Korea
    • 7.4.5.1. South Korea Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.4.6. Australia
    • 7.4.6.1. Australia Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.5. Latin America
  • 7.5.1. Latin America Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.5.2. Brazil
    • 7.5.2.1. Brazil Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
• 7.6. Middle East and Africa
  • 7.6.1. Middle East and Africa Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.6.2. UAE
    • 7.6.2.1. UAE Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.6.3. KSA
    • 7.6.3.1. KSA Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)
  • 7.6.4. South Africa
    • 7.6.4.1. South Africa Mobile Value Added Services Market Estimates and Forecasts, 2021 - 2033 (USD Billion)

Chapter 8. Competitive Landscape

• 8.1. Company Categorization
• 8.2. Company Market Positioning
• 8.3. Company Heat Map Analysis
• 8.4. Company Profiles/Listing
  • 8.4.1. Google
    • 8.4.1.1. Participant's Overview
    • 8.4.1.2. Financial Performance
    • 8.4.1.3. Product Benchmarking
    • 8.4.1.4. Strategic Initiatives
  • 8.4.2. Apple Inc.
    • 8.4.2.1. Participant's Overview
    • 8.4.2.2. Financial Performance
    • 8.4.2.3. Product Benchmarking
    • 8.4.2.4. Strategic Initiatives
  • 8.4.3. AT&T Inc.
    • 8.4.3.1. Participant's Overview
    • 8.4.3.2. Financial Performance
    • 8.4.3.3. Product Benchmarking
    • 8.4.3.4. Strategic Initiatives
  • 8.4.4. Verizon Communications Inc.
    • 8.4.4.1. Participant's Overview
    • 8.4.4.2. Financial Performance
    • 8.4.4.3. Product Benchmarking
    • 8.4.4.4. Strategic Initiatives
  • 8.4.5. Vodafone Group Plc
    • 8.4.5.1. Participant's Overview
    • 8.4.5.2. Financial Performance
    • 8.4.5.3. Product Benchmarking
    • 8.4.5.4. Strategic Initiatives
  • 8.4.6. Bharti Airtel Ltd.
    • 8.4.6.1. Participant's Overview
    • 8.4.6.2. Financial Performance
    • 8.4.6.3. Product Benchmarking
    • 8.4.6.4. Strategic Initiatives
  • 8.4.7. China Mobile Ltd.
    • 8.4.7.1. Participant's Overview
    • 8.4.7.2. Financial Performance
    • 8.4.7.3. Product Benchmarking
    • 8.4.7.4. Strategic Initiatives
  • 8.4.8. InMobi
    • 8.4.8.1. Participant's Overview
    • 8.4.8.2. Financial Performance
    • 8.4.8.3. Product Benchmarking
    • 8.4.8.4. Strategic Initiatives
  • 8.4.9. Telefonica S.A.
    • 8.4.9.1. Participant's Overview
    • 8.4.9.2. Financial Performance
    • 8.4.9.3. Product Benchmarking
    • 8.4.9.4. Strategic Initiatives
  • 8.4.10. China Telecom Global Limited
    • 8.4.10.1. Participant's Overview
    • 8.4.10.2. Financial Performance
    • 8.4.10.3. Product Benchmarking
    • 8.4.10.4. Strategic Initiatives