The massive mobile value-added services (MVAS) Market is rapidly growing due to increasing smartphone penetration, the expanding mobile broadband connectivity, and rising demand for digital content, mobile payments, messaging services and enterprise communication solutions. Mobile value-added services have a long history but in recent years, the areas like digital wallets, mobile advertising, content delivered over the top (OTT), cloud-based applications, location notification-based applications and AI driven customer engagement platforms got popular. These solutions empower the telecom operators, enterprises and digital service providers to create rich customer experience & new revenue streams.
The global Mobile Value-Added Services (MVAS) Market was valued at USD 1,266.61 billion in 2025 and is expected to reach USD 4,721.79 billion by 2035, growing at a CAGR of 14.13% (2026–2035). Growth is driven by increasing mobile internet usage, digitalization, expanding fintech and mobile financial services, 4G/5G investments, and technological advancements such as AI, cloud computing, IoT, and personalized mobile experiences.
Key Players:
Some of the major companies operating in the Mobile Value-Added Services Market are Vodafone Group Plc, AT&T Inc., Apple Inc., Google LLC, Mahindra Comviva, OnMobile Global Limited, Tencent Holdings Ltd., ZTE Corporation, Orange S.A., Verizon Communications Inc., China Mobile Ltd., Nokia Corporation, Bharti Airtel Limited, Reliance Jio Infocomm Limited, InMobi Pte. Ltd., Comverse Technology, Inc., KongZhong Corporation, One97 Communications Limited, Ericsson, and Alibaba Group Holding Limited.
Strategic Developments & Industry Innovations:
- Vodafone has cooperated with IBM to establish quantum-safe cryptography solutions for Vodafone Secure Net in March 2025 to implement more robust mobile security services by securing users from the next generation of cybersecurity threats related to quantum computers.
- In February 2025, AT& T teamed up with T-Mobile and Verizon with the Aduna initiative to deploy standardized 5G network APIs for Number Verification and SIM Swap services across North America as advanced mobile authentication and digital security capabilities.
- Digital payments, AI-powered personalization, cloud-native platforms and advanced messaging solutions are rapidly evolving and changing the MVAS landscape to allow telecom operators and digital service providers with more intelligent and customer-centric services.
Major Companies Advancing Next-Generation Mobile Value-Added Services:
1. Vodafone Group Plc: Expanding Secure Digital Services and Mobile Connectivity
Vodafone is one of the world's leading telecommunications companies, providing a broad portfolio of mobile value-added services including messaging solutions, mobile payments, digital content delivery, mobile security, and enterprise communication platforms. The company serves millions of consumers and businesses through its extensive mobile network infrastructure and digital service ecosystem.
Vodafone continues strengthening its market position through investments in 5G networks, cybersecurity solutions, cloud-based services, and AI-driven customer engagement platforms. Its focus on secure digital experiences, innovative mobile applications, and advanced communication services enables the company to support growing demand for mobile commerce, digital content, and enterprise mobility solutions worldwide.
2. AT&T Inc.: Advancing Enterprise Mobility and Next-Generation Mobile Services
AT&T is one of the largest providers of telecommunications equipment including wireless communication services, wireless messaging service, enterprise mobility solutions, IoT connectivity and advanced digital communications plat form. It provides critical infrastructure to enable mobile value-added services for consumer or enterprise customers in its deep network and digital ecosystem.
AT&T is expanding horizon through exponential capabilities by deploying 5G, service based on APIs innovation and integrated mobile security. The core competency among the company in facilitating secure authentication, continuous connectivity and smart communication services assists rapidly growing need for mobile applications, digital transactions and enterprise-grade mobile engagement services.
3. Mahindra Comviva: Driving Mobile Financial Services and Digital Transformation
Mahindra Comviva Mahindra Comviva provides Mobile Financial, Digital Commerce, Messaging and Customer Engagement Solutions. Altius Technologies is a leading provider of cutting-edge Digital Experience solutions for Telecom Operators, Financial Institutions and Enterprises across Emerging and Developed Markets.
Brief and subjective information Mahindra Comviva is driving mobile value-added services through AI-driven customer engagement, cloud-native platforms, digital payment ecosystems, and mobile wallet solutions. With deep expertise in financial inclusion, mobile commerce and digital transformation initiatives, the company is uniquely positioned as a key enabler of next-gen mobile services - especially among fast-growing markets throughout Asia, Africa and Latin America.
Role of MVAS in Building Connected and Personalized Mobile Ecosystems:
Mobile Value-Added Services Market report will help you understand your competitors and gives you the insight to outpace them. The research identifies and prioritizes the factors driving revenue for each segment of its implementation on a global & regional level Mobile device is become more central in communication, commerce, entertainment and financial transactions this is expected to retain strong growth in Mobile Value-added service market over this period. Growing adoption of mobile payment, digital wallet, enterprise messaging, AI-based customer engagement and cloud-based applications will keep creating novel growth opportunities for service providers and telecom operators.
Secure connectivity, digital financial services with advanced messaging platforms and intelligent mobile ecosystem is how Vodafone, AT&T and Mahindra Comviva are driving industry transformation. With the expansion of 5G networks, IoT deployments, artificial intelligence and m-commerce around the world, mobile value-added services will be a key driver to improving customer experiences, digital inclusion and innovation in the global digital economy.
