Mobile Value-Added Services (VAS) Market Size and Forecast

The Mobile Value-Added Services (VAS) Market was valued at USD 170.34 Billion in 2022 and is projected to reach USD 462.99 Billion by 2030, growing at a CAGR of 13.4% from 2024 to 2030. The increasing demand for mobile internet services, the rise in smartphone penetration, and the growing adoption of mobile data services have significantly contributed to the market growth. VAS, which includes services such as mobile entertainment, mobile payments, and mobile advertising, has seen widespread adoption due to evolving consumer needs for enhanced mobile experiences.

In recent years, mobile operators have been focusing on expanding their service offerings to include a wide range of VAS solutions, driving increased revenue streams. The rising usage of mobile devices for digital content consumption, mobile banking, and communication services further supports the market's growth trajectory. Additionally, the advancement of 5G networks and the continuous innovation of mobile applications are expected to play a pivotal role in expanding VAS offerings in the coming years, with substantial opportunities emerging in both developed and emerging markets globally.

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Mobile Value-Added Services (VAS) Market by Application

The Mobile Value-Added Services (VAS) market continues to evolve as industries across the globe seek to leverage mobile technology to enhance customer engagement, streamline processes, and offer new, innovative services. VAS are non-core services provided by mobile operators that go beyond traditional voice calls and SMS, adding value to users by delivering content and additional functionalities. These services are increasingly being adopted in diverse sectors including BFSI (Banking, Financial Services, and Insurance), media and entertainment, healthcare, education, retail, government, telecom & IT, and others. The key applications of Mobile VAS are seen as crucial enablers of growth in mobile-based services, allowing businesses to provide customers with value-added experiences and increasing their digital footprint.

The BFSI sector benefits from Mobile VAS by offering financial services through mobile apps that allow for easy money transfers, mobile banking, and access to insurance policies. With the rise of mobile payment systems, such services are becoming crucial for both customers and businesses. Additionally, media and entertainment platforms utilize VAS to offer streaming services, gaming apps, music subscriptions, and on-demand content, meeting growing consumer demand for mobile-first experiences. Healthcare applications in the VAS market help in delivering telemedicine services, fitness tracking apps, and patient management systems. This allows healthcare providers to offer services remotely and enhances patient engagement and care delivery.

BFSI

The BFSI sector is a significant contributor to the Mobile VAS market, with mobile banking, insurance, and payments being the core applications in this segment. Mobile VAS in BFSI empower users by providing convenient, on-the-go access to a range of financial services. Users can transfer money, pay bills, monitor account activity, and even apply for loans, all from their mobile devices. Additionally, mobile banking platforms offer services such as real-time alerts, mobile wallets, and peer-to-peer (P2P) payment systems, providing enhanced convenience for both users and institutions. Mobile-based solutions are not only improving the customer experience but also optimizing operational costs for banks and financial services providers.

In the insurance subsegment, Mobile VAS offer mobile applications for policy management, premium payments, claim tracking, and digital insurance services. These apps make it easier for users to stay updated on their policies and interact with insurers seamlessly. In addition to enhancing user engagement, mobile services allow insurers to gather valuable data for better risk management and customer profiling. With a growing number of consumers opting for mobile-first services, BFSI is witnessing increased demand for mobile applications that provide security, transparency, and a more personalized experience in managing finances and insurance coverage.

Media and Entertainment

Mobile Value-Added Services are widely used in the media and entertainment sector, where the demand for on-the-go content consumption is rapidly growing. VAS applications in this industry include video streaming platforms, music services, digital magazines, gaming apps, and e-books, all of which are being accessed primarily through mobile devices. Content providers have embraced mobile technology to create personalized, user-centric experiences, offering services that cater to consumers’ specific preferences and behaviors. In particular, video-on-demand services such as Netflix, YouTube, and Spotify have emerged as leaders in the sector, leveraging VAS to deliver high-quality multimedia content to mobile users.

The entertainment apps in this segment provide not only streaming services but also interactive experiences such as live TV, augmented reality (AR) gaming, and virtual reality (VR) entertainment. Mobile VAS also enables consumers to access exclusive content, virtual concerts, pay-per-view (PPV) services, and live sports updates. As mobile networks evolve with better connectivity and data speeds, media and entertainment apps are poised to offer more immersive, high-definition content. This continued innovation in mobile services promises to drive growth in the mobile VAS market within this sector.

Healthcare

The healthcare industry is rapidly adopting Mobile VAS to provide patients with more convenient access to healthcare services and improve overall care delivery. Mobile applications enable healthcare providers to offer telemedicine services, allowing consultations to take place remotely. Patients can connect with doctors and medical professionals through video calls, access prescription information, book appointments, and even receive reminders for medication. Additionally, health tracking apps help users monitor their physical activity, diet, and vital signs, contributing to preventive healthcare.

Mobile VAS are also being used for improving hospital and clinic management by providing mobile-based patient management systems, appointment scheduling, and remote monitoring of chronic conditions. By using mobile platforms, healthcare providers can reduce administrative overheads, increase patient satisfaction, and enhance the accuracy of healthcare delivery. With mobile applications becoming an essential part of the healthcare ecosystem, VAS are expected to play an even more prominent role in reshaping how healthcare services are delivered, making them more accessible and cost-effective.

Education

In the education sector, Mobile VAS are facilitating the digital transformation of learning and teaching methodologies. Educational mobile applications provide platforms for virtual learning environments, interactive course materials, video tutorials, and e-learning resources. These services enable students to access educational content anytime and anywhere, promoting self-paced learning. Furthermore, VAS applications in education support teachers and administrators by offering tools for managing curricula, tracking student progress, and providing feedback.

Mobile VAS have also become a critical tool in distance education and online courses, helping educational institutions reach a wider audience beyond traditional classroom settings. Mobile apps allow students to interact with their instructors, participate in live sessions, take exams, and engage with fellow students. The growth of mobile-based learning is particularly significant in emerging markets, where mobile phones are often more accessible than traditional computers, driving greater in

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