Mobile Value Added Services (MVAS) Market global industry analysis, size, sales and forecast by 2015-2020



The Mobile Value Added Services Market revenue is estimated to reach $23.8 billion by the end of 2020,” said Bhavya H, Research Analyst, Infoholic Research. Currently, the increasing demand for value added services from the enterprises and consumers is expected to see the continued MVAS growth over the next few years. The significant growth of the mobile subscriber base, especially in rural and urban regions is the major factor that is boosting the MVAS growth.

Currently, mEntertainment and mCommerce are set to be the leading verticals. The mGovernance and mAgriculture are expected to play emerging role in next five years. These two sectors are set be emerging markets for MVAS growth. In addition, support of the RBI for mobile banking is expected to boost the mBanking vertical growth.

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Internet penetration in India has increased over the years and it has largely been possible due to enhanced quality services by telecom operators at competitive rates. Increasing quality of handsets at affordable rates, quality services by telecom providers, need of information, entertainment and M-commerce are driving the growth of mobile value added services. As the Indian consumers have upgraded themselves to smartphones, popular values added services (VAS) such as short service message, astrology updates, news alerts and weather updates have been replaced by applications which have sophisticated features to meet consumer demands. Mobile-Commerce, Mobile-Governance, Mobile-Health and Mobile-Education are the future of mobile value added services (M-VAS) market in India. Some of the major market players of mobile value added service market in India are Vodafone, Airtel, and BSNL. The report provides unique insights into and in-depth analysis of mobile value added services market in India, drivers and restraints as well as growth opportunities. It also contains analysis and forecasted revenues, competitive landscape, company profiles and industry trends.

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The increasing smartphones and tablets market in India has led to the demand of the MVAS and has brought the growth opportunities for the telecom players, content related players and mobile manufacturing players in the market. The recent roll out of the 4G technology is expected to drive data traffic in the future years. The traditional and modern MVAS adoption and usages by customers are gradually increasing in the country. The traditional value added services still hold the good growth, delivering the real-time information efficiently to the consumers and large enterprises are focusing more on mobility applications to reach the customers in an effective way offering user-friendly services to sustain in the market. The Indian MVAS market is expected to grow in the upcoming years mainly driven by consumers VAS and enterprise VAS. The consumer VAS segment is expected to drive the Indian MVAS market, but still enterprise VAS segment is predicated to see a large market growth in the near future. The Indian MVAS market is expected to grow at a CAGR of 18.5% during the period 2015-2020. The consumer VAS and enterprise VAS market is expected to grow at a CAGR of 19.7% and 19.3% during the period from 2015 to 2020, respectively.

Regional Overlook:

Indian Market

VAS Types: 

Consumer VAS 

Enterprise VAS 

Network VAS 

Delivery Platforms: 

Short Message Service (SMS) 

Caller Ring Back Tone (CRBT) 

Interactive Voice Response (IVR) 

Wireless Application Protocol (WAP) 


Students Community 

Business Community 
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mBanking & Finance 





Key Players:

IMImobile Pvt.Ltd 

CanvasM Technologies Pvt Ltd 

OnMobile Global Ltd 

Comviva Technologies Limited 

Mobile2Win Pvt. Ltd 

Value First Digital Media Pvt. Ltd 

ACL Mobile Limited 

Essential Takeaways

• Enterprise VAS market is expected to reach at a CAGR of 19.3% by 2020.

• Consumer VAS market is expected to reach $5.26 billion by 2015. 

• The rural market is predicated to reach at a CAGR of 25.3% during the period 2015-2020.

• mEntertainment and mCommerce verticals are contributing the major market share for MVAS growth. mEntertainment vertical is expected to grow at a CAGR of 16.9% during the period 2015-2020.