Mobile Value-Added Services (MVAS) refer to the non-core services offered by mobile network operators and service providers to enhance the user experience and generate additional revenue streams. These services go beyond traditional voice calls and SMS, encompassing a wide range of applications such as mobile entertainment, mobile banking, mobile health, mobile education, and location-based services. In today’s digital-first world, MVAS plays a crucial role in bridging the gap between service providers and consumers by offering personalized, on-demand solutions that cater to the evolving needs of mobile users.

The increasing penetration of smartphones and the rapid expansion of high-speed mobile internet have been instrumental in driving the growth of MVAS. As users demand more convenience, entertainment, and utility from their mobile devices, MVAS has emerged as a key enabler of digital transformation. Services like mobile music streaming, video-on-demand, live TV, gaming, and mobile-based social networking have become common offerings. At the same time, MVAS has proven vital in sectors like healthcare (mHealth), education (mEducation), and finance (mBanking), delivering real-time information and services directly to users’ handsets in remote and underserved regions.

From a business perspective, MVAS provides telecom operators and content providers with the opportunity to differentiate their offerings in an increasingly competitive market. By partnering with app developers, content creators, and enterprise service providers, telecom companies can deliver value-added solutions that improve customer retention, increase average revenue per user (ARPU), and reduce churn. Additionally, businesses across various industries utilize MVAS to reach their customers through mobile marketing campaigns, alerts, and transactional messaging services.

However, the MVAS ecosystem is not without challenges. Privacy concerns, regulatory compliance, billing transparency, and the threat of over-the-top (OTT) service providers have impacted the traditional revenue models. In response, many telecom operators are reimagining their MVAS strategies by adopting innovative technologies such as artificial intelligence (AI), machine learning (ML), and big data analytics to offer more personalized, data-driven services. Moreover, the integration of 5G technology is expected to revolutionize MVAS further by enabling ultra-fast, low-latency services like augmented reality (AR), virtual reality (VR), and immersive gaming.

Source - https://www.marketresearchfuture.com/reports/mobile-value-added-services-market-2969

Looking ahead, the future of Mobile Value-Added Services is promising, driven by evolving consumer expectations, advancements in mobile technologies, and the growing adoption of digital services. For telecom companies, adapting to changing trends and embracing innovation will be key to unlocking the full potential of MVAS. As mobile devices continue to serve as the primary gateway to the digital world, MVAS will remain at the forefront of transforming the way people communicate, entertain, learn, and interact.