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Mobile Value-Added Services (MVaS) Market to Grow by USD 1.00 Trillion (2024-2028), Driven by Surge in Smartphone Use, How AI is Transforming the Market Landscape- Report by Technavio

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NEW YORK, Aug. 28, 2024 /PRNewswire/ — Report with market evolution powered by AI- The global mobile value-added services (MVaS) market size is estimated to grow by USD 1.00 trillion from 2024-2028, according to Technavio. The market is estimated to grow at a CAGR of almost 18.33% during the forecast period. Rapid increase in smartphone penetration is driving market growth, with a trend towards increasing popularity of ar in location-based games. However, constraints in content monetization poses a challenge. Key market players include Alphabet Inc., America Movil SAB de CV, Apple Inc., AT and T Inc., Call Up, Cisco Systems Inc., Comviva Technologies Ltd., Huawei Technologies Co., Ltd., Infosys Ltd., InMobi Pte. Ltd., International Business Machines Corp., Monty Mobile, MyRepublic Ltd, OnMobile Ltd., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Singapore Telecommunications Ltd., Telcovas Solutions and Services Pvt Ltd, Telefonaktiebolaget LM Ericsson, and Vodafone Group Plc.

Get a detailed analysis on regions, market segments, customer landscape, and companies- View the snapshot of this report

Mobile Value-Added Services (Mvas) Market Scope

Report Coverage

Details

Base year

2023

Historic period

2018 – 2022

Forecast period

2024-2028

Growth momentum & CAGR

Accelerate at a CAGR of 18.33%

Market growth 2024-2028

USD 1008.1 billion

Market structure

Fragmented

YoY growth 2022-2023 (%)

15.05

Regional analysis

APAC, North America, Europe, South America, and Middle East and Africa

Performing market contribution

APAC at 58%

Key countries

US, China, Japan, India, and Germany

Key companies profiled

Alphabet Inc., America Movil SAB de CV, Apple Inc., AT and T Inc., Call Up, Cisco Systems Inc., Comviva Technologies Ltd., Huawei Technologies Co., Ltd., Infosys Ltd., InMobi Pte. Ltd., International Business Machines Corp., Monty Mobile, MyRepublic Ltd, OnMobile Global Ltd., Reliance Industries Ltd., Samsung Electronics Co. Ltd., Singapore Telecommunications Ltd., Telcovas Solutions and Services Pvt Ltd, Telefonaktiebolaget LM Ericsson, and Vodafone Group Plc

Market Driver

The adoption of Augmented Reality (AR) in location-based games is on the rise. These games, which layer virtual content over real-world surroundings and objects, can be accessed via smartphones and wearables like smart glasses. The popularity of AR in location-based games is mainly due to their platform flexibility. Unlike Virtual Reality (VR) games requiring dedicated gear, AR is compatible with most mobile devices and headsets. Following Pokemon Go’s success in 2016, location-based AR games have gained traction among developers. Google’s 2018 Google Maps Platform opening facilitated better location-based gameplay. In 2020, IMAX Corporation partnered with Tribeca Enterprises LLC for immersive movie experiences. In 2021, XRSpace launched a VR platform with hand tracking, 5G connectivity, and a strong optical system. Key mobile Value-Added Services (MVAS) providers, such as Alphabet and Apple, are expected to invest in this trend, fueling mobile games segment growth and the MVAS market during the forecast period. 

The Mobile Value-Added Services (MVAS) market is witnessing significant growth with the increasing use of mobile phones and digitalization. MMS, mobile email, mobile money, location-based services, mobile advertising, mobile infotainment, and mobile commerce are trending MVA services. Technology advancements in mobile phones, smartphones, and mobile internet are driving this growth. Telecom sector players like OnMobile, Comverse, InMobi, and network operators are offering these services to enterprises and consumers. MVA services include mobile games, music, wallets, commerce, advertising, email and IM, mobile banking, ticketing, and coupons. Handset manufacturers and consulting firms are also joining the bandwagon. However, privacy concerns remain a challenge. Technology advancements are ensuring secure connections and consumer authentication. Government efforts are also supporting the growth of MVAS. ARPU (Average Revenue Per User) for mobile phones is increasing due to the adoption of MVA services. Mobile phones are no longer just communication devices but brandnew commodities. Mobile commerce, mobile applications, mobile web, and mobile applications are transforming the way we live and work. Despite the complex implementation, the benefits outweigh the challenges.

Explore a 360° Analysis of the Market: Unveil the Impact of AI. For complete insights- Request Sample!

Market Challenges

Mobile service providers face a significant challenge in generating revenue due to the decline in voice call tariffs and the rise of free voice and video calling services. To compensate, they plan to monetize Over-The-Top (OTT) content, such as video and audio downloads. However, transitioning from a free to a subscription-based model may be difficult as customers have grown accustomed to free content. Retaining subscribers requires continuous improvement in content quality and innovative offerings. Vendors like Reliance Industries and AT&T are expected to adopt this model. While monetizing content is essential, it may hinder the growth of the global Mobile Value-Added Services (MVAS) market during the forecast period.Mobile Value-Added Services (MVAS) market is witnessing significant growth due to the increasing use of smartphones and mobile internet. Network operators and handset manufacturers are key players in this market, collaborating to offer innovative MVA services like mobile games, music, wallets, mobile commerce, advertising, email and IM, mobile banking, ticketing, coupons, and money transfer. However, complex implementation and ensuring secure connections pose challenges. Telecom operators and service providers must consult with enterprises and consumers to authenticate brandnew commodities and keep up with technology advancements. Government efforts to regulate the market and ensure consumer protection are crucial. Market participants engage in strategic activities to differentiate their offerings and meet the evolving needs of consumers. Verticals like mobile commerce and mobile banking are gaining popularity, contributing to the market’s growth.

For more insights on driver and challenges – Request a sample report!

Segment Overview

This mobile value-added services (mvas) market report extensively covers market segmentation by

Product1.1 Mobile advertising1.2 Mobile games1.3 Mobile music and video streaming1.4 Mobile money and m-commerce1.5 Mobile publicationsEnd-user2.1 Large enterprises2.2 Small and medium enterprisesGeography3.1 APAC3.2 North America3.3 Europe3.4 South America3.5 Middle East and Africa

1.1 Mobile advertising- The Mobile Value-Added Services (MVAS) market encompasses various segments, with mobile advertising being a significant revenue generator. This segment includes income from SMS and MMS ads, push messages, in-app advertising, and click-to-download or call advertisements. Major tech companies like Alphabet and Apple provide optimized mobile advertising platforms for smaller screens. Advertisements are customized based on consumer data such as browsing patterns, location, and shopping habits. In-app advertising, particularly in developed markets, led the mobile advertising segment in 2023. Video ads in OTT apps and social media platforms are increasingly popular due to mobile broadband penetration. Developing markets like Africa and South America primarily use SMS and MMS ads but will shift towards mobile internet-based advertising. The growth of mobile games, banking, and m-commerce may slightly decrease the mobile advertising segment’s market share during the forecast period.

For more information on market segmentation with geographical analysis including forecast (2024-2028) and historic data (2017-2021) – Download a Sample Report

Research Analysis

The Mobile Value-Added Services (MVAS) market refers to non-voice and non-SMS services offered to mobile phone users. Services include Multimedia Messaging Service (MMS), mobile email, mobile money, location-based services, mobile advertising, mobile infotainment, and more. Technology plays a crucial role in the MVAS market, with advancements in mobile phones, smartphones, and mobile internet enabling new services. MVAS contributes significantly to the Average Revenue Per User (ARPU) for network operators. However, privacy concerns remain a challenge. Services like mobile commerce, mobile games, mobile music, mobile wallets, mobile banking, mobile ticketing, mobile coupons, and email and IM are transforming the way we communicate and conduct business. Complex implementation and competition from over-the-top (OTT) players pose challenges, but the future looks bright with the integration of technologies like Augmented Reality (AR) and Virtual Reality (VR) in MVAS. Handset manufacturers and telecom sector players are investing heavily in this space to cater to the growing demand for mobile services. InMobi, OnMobile, and Comverse are some of the key players in the MVAS market.

Market Research Overview

The Mobile Value-Added Services (MVAS) market encompasses a range of offerings including MMS, mobile email, mobile money, location-based services, mobile advertising, mobile infotainment, and more. Technology advancements in mobile phones and smartphones, digitalization, and telecom sector growth have fueled the market’s expansion. MVA services include mobile games, music, wallets, commerce, advertising, email and IM, mobile banking, ticketing, coupons, and money transfer. Network operators and handset manufacturers play crucial roles in the ecosystem, while consulting firms and enterprises participate in strategic activities. Market verticals include telecom, media, finance, retail, and entertainment. Technology advancements, secure connections, government efforts, consumer authentication, and privacy concerns are key trends shaping the MVAS landscape. Market participants include OnMobile, Comverse, InMobi, and others, who offer solutions to meet the evolving needs of consumers and businesses. The ARPU (Average Revenue Per User) from MVAS is a significant revenue stream for telecom operators and service providers. The complex implementation of MVAS requires collaboration between various stakeholders, including technology providers and regulatory bodies. Mobile commerce, mobile applications, and the mobile web are driving the growth of the MVAS market, offering brand-new commodities to consumers.

Table of Contents:

1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation

ProductMobile AdvertisingMobile GamesMobile Music And Video StreamingMobile Money And M-commerceMobile PublicationsEnd-userLarge EnterprisesSmall And Medium EnterprisesGeographyAPACNorth AmericaEuropeSouth AmericaMiddle East And Africa

7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Company Landscape
11 Company Analysis
12 Appendix

About Technavio

Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions.

With over 500 specialized analysts, Technavio’s report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio’s comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.

Contacts

Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200
Email: media@technavio.com
Website: www.technavio.com/

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SOURCE Technavio

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TestGrid Wins ‘Best Use of AI’ at India Digital Enabler Awards 2026, Powered by Entrepreneur India

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Recognition from one of India’s most prominent technology award platforms underscores a systems-first approach to enterprise AI — focused on control, reliability, and cost predictability

SURAT, India, April 24, 2026 /PRNewswire/ — TestGrid has been named the winner of the ‘Best Use of AI’ category at the India Digital Enabler Awards (IDEA) 2026, organized by Entrepreneur India and held at Sheraton Grand, Bengaluru.

The award, judged by a panel including representatives from NITI Aayog, the Department of Science and Technology (Government of India), and IvyCap Ventures, highlights applied innovation across digital technology, enterprise systems, and artificial intelligence.

This result places TestGrid among IDEA honorees such as Reliance Foundation, Swiggy, Zepto, Groww, and Tata Teleservices—organizations known for translating technology into measurable enterprise impact.

TestGrid was selected for its approach to embedding AI within software testing—not as a standalone capability, but as part of a structured system built on real-device infrastructure, automation, and controlled execution environments.

As enterprise adoption of AI accelerates, organizations are increasingly encountering challenges around unpredictable, usage-based costs and limited execution control.

At the core of TestGrid’s approach is CoTester, its AI testing agent designed to operate within the software development lifecycle.

CoTester learns from product requirements, generates test scenarios, and executes them across real device and browser environments—while maintaining human oversight, traceability, and execution discipline.

Rather than replacing existing systems, CoTester operates as an integrated layer within TestGrid’s platform, where infrastructure, automation, and intelligence work together to deliver predictable outcomes at scale.

“AI in testing is only useful when it operates within systems that teams can trust,” said Harry Rao, Founder & CEO of TestGrid. “Our focus has been on building a foundation where intelligence is controlled, execution is consistent, and costs remain predictable. This validates the approach we’ve taken.”

This outcome comes at a time when enterprises are re-evaluating AI adoption models, particularly as token-based and usage-driven pricing introduces cost variability at scale. Testing environments—already fragmented across tools and workflows—become harder to manage when intelligence is introduced without system-level control.

TestGrid addresses this by consolidating testing infrastructure, automation, and AI into a single platform. This enables teams to execute tests on real devices, integrate with frameworks such as Selenium, Appium, and Cypress, and apply AI-driven capabilities without introducing operational unpredictability.

Following this milestone, TestGrid will continue expanding its AI capabilities within enterprise environments, with a focus on structured adoption, workforce enablement, and deeper integration into software delivery workflows.

To schedule a demo or explore TestGrid’s testing platform, visit testgrid.io.

About TestGrid

TestGrid is a leading provider of enterprise-grade testing infrastructure and automation solutions, trusted by the top Fortune 100. From infrastructure to software delivery intelligence, TestGrid empowers organizations to deliver high-quality software faster with cost-effective, scalable testing across web and mobile platforms.

Media Contact
Harry Rao
Founder & CEO, TestGrid
harry@testgrid.io

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NX China Pursues Industry-academia Collaboration at Beijing Wuzi University

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– Fostering Next Generation of Logistics Professionals through Endowed Lectures, Scholarship Awards, and Tree-planting Activities –

TOKYO, April 24, 2026 /PRNewswire/ — Nippon Express (China) Co., Ltd. (hereinafter NX China”), a group company of NIPPON EXPRESS HOLDINGS, INC., presented its 18th endowed lecture and conducted a scholarship award ceremony at Beijing Wuzi University on Thursday, March 26.

Logo: https://drive.google.com/file/d/1dqm0cxpYamnvMUra1AGXMuGlX932Z353/view?usp=drive_link 

Photo: https://drive.google.com/file/d/1IT2kJRNwoOidkILz1t1bN7UvY7_cWMDw/view?usp=sharing 

Founded in 1980, Beijing Wuzi University (hereinafter BWU”) is an institution of higher learning specializing in logistics and distribution, and about 8,000 students are currently enrolled in its nine undergraduate faculties and 28 departments. One of these faculties, the School of Logistics established in 2006, ranks among Chinas best in its field and offers well-equipped educational facilities and an outstanding research environment.

NX China signed a letter of intent on strategic cooperation with BWU in 2012 and has since established NX Scholarships,” presented endowed lectures, organized NX International Logistics Classes,” and engaged in efforts of various formats designed to continually deepen industry-academia collaboration. Endeavoring to bring its long-standing cooperative relationship with BWU still closer, NX China has further introduced a comprehensive human resource development program titled the Nippon Express Series.”

In the 18th endowed lecture, Business Division General Manager Zuo Jingcheng from NX Chinas Management Strategy Headquarters delivered a presentation on NX Chinas Organizational Structure and Digital Transformation/Innovation” that introduced students to practical aspects of the logistics industry and cutting-edge initiatives. At the scholarship award ceremony that followed, certificates were presented to the ten recipients for the 2026 academic year. Their achievements to date were commended and they were encouraged to contribute to both industrial and social development by showcasing their talents on the global logistics stage in the future. This years scholarship recipients also participated in a new initiative: planting six cherry trees in an on-campus tree-planting activity. Having these next-generation leaders take part in the tree planting proved a meaningful opportunity to raise awareness of the importance of environmental conservation while helping green the campus.

The NX Group will continue actively engaging in social contribution activities in the East Asia Region to foster talent capable of excelling in the logistics industry.

About the NX Group: https://drive.google.com/file/d/1P317xr3Z9BzmG15Uqfv2iaVmWmhlmsqS/view?usp=drive_link 

NX Group official website: https://www.nipponexpress.com/ 

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SOURCE NIPPON EXPRESS HOLDINGS, INC.

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KuCoin Launches KuCard on Mastercard’s Global Network in Australia, Advancing Real-World Crypto Payments

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First KuCard rollout in Australia brings seamless crypto payments to millions of Mastercard merchants.

SYDNEY, April 24, 2026 /PRNewswire/ — KuCoin, a leading global crypto platform, today announced the launch of direct crypto payments via Mastercard’s global network for eligible users in Australia, enabling users to make everyday purchases using crypto wherever Mastercard is accepted. Through a partnership with Immersve, a principal member of the Mastercard network, the solution allows users to make crypto-backed purchases wherever Mastercard is accepted, including via Apple Pay and Google Pay—advancing KuCoin’s commitment to trust-first infrastructure and the real-world utility of digital assets.

Through the integration, USDC can be used to fund everyday spending in real time at the point of sale. At launch, the service supports 37 USDC trading pairs, enabling eligible users to pay with supported digital assets. At checkout, digital assets are converted to fiat currency for settlement through Mastercard’s global payment network—so users can pay with a familiar card experience without manually pre-converting funds ahead of time.

The launch reflects KuCoin’s broader trust-first strategy—strengthening security, transparency and compliance while expanding practical, real-world crypto usage. KuCoin continues to invest in resilient infrastructure for users and partners, focused on reinforcing confidence in the digital-asset ecosystem through security and accountability initiatives.

BC Wong, CEO of KuCoin, said: “Making digital assets useful in the real world requires trusted infrastructure—secure rails, clear compliance standards, and user-first protections. This launch brings Mastercard acceptance to our users in Australia, builds on our AUSTRAC DCE registration, reflecting KuCoin’s commitment to responsible innovation and the everyday utility of crypto as it integrates into global finance. This solution empowers our users to spend their assets easily, securely, and globally—wherever Mastercard is accepted.”

James Pinch, Australian Managing Director of KuCoin, added: “Australia is a fast-moving market for digital asset adoption. For everyday users, utility is the turning point. KuCard helps connect digital assets to real commerce through a familiar Mastercard payment experience—supporting broader adoption while reinforcing the importance of security, governance, and responsible innovation.”

“Collaborating with well-known and trusted brands like Mastercard and KuCoin is a major step toward mainstream adoption of digital assets for everyday purchases,” said Jerome Faury, CEO of Immersve. “Immersve is building the bridges between web3 and traditional finance on a global scale that enable individuals to spend crypto everywhere Mastercard is accepted. It’s a game-changer for everyone.”

Christian Rau, Senior Vice President of Digital Commercialization of Mastercard, added: “The partnership with KuCoin and Immersve is another example of Mastercard’s ongoing commitment to responsible innovation in the Web3 space. By enabling the spending of digital assets at scale in a safe, secure, and compliant way, we’re helping digital assets become truly usable in everyday life.”

About KuCoin

Founded in 2017, KuCoin is a leading global crypto platform built on trust and security, serving over 40 million users across 200+ countries and regions. Known for its reliability and user-first approach, the platform combines advanced technology, deep liquidity, and strong security safeguards to deliver a seamless trading experience. KuCoin provides access to 1,500+ digital assets through a broad product suite and remains committed to building transparent, compliant, and user-centric digital asset infrastructure for the future of finance, backed by SOC 2 Type II, ISO/IEC 27001:2022, and ISO/IEC 27701:2019 Certifications. In recent years, we have built a strong global compliance foundation, marked by key milestones including AUSTRAC registration in Australia, a MiCA license in Europe, and regulatory progress in other markets.

Learn more: www.kucoin.com

About Immersve

Immersve is a principal member of the Mastercard network.  Its issuing-as-a-service platform supports both centralised and decentralised payment experiences. Exchanges, web3 wallets and DeFi protocols can easily integrate with Immersve’s APIs and smart contracts to transact everywhere Mastercard is accepted, with no bank or fiat involved. Immersve is a regulated entity.

For more information go to www.immersve.com.

About Mastercard

Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a resilient economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
www.mastercard.com

Axis One Markets Pty Ltd is a Corporate Authorised Representative of Immersve Pty Ltd (ACN 658 192 057, AFSL No. 545925) and is authorised to provide certain financial services in respect of ‘KuCard’ on Immersve’s behalf, limited to the scope of its Corporate Authorised Representative agreement with Immersve Pty Ltd. ‘KuCard’ is issued or provided by Immersve Pty Ltd, and it is solely responsible for the issuance of that product, including all associated disclosures and obligations under its Australian financial services licence. Immersve Pty Ltd is not responsible for any financial products or services issued by Echuca Trading Pty Ltd. Before acquiring or using any such financial product or service, you should read the relevant Product Disclosure Statement (“PDS”), Financial Services Guide (“FSG”), Target Market Determination (“TMD”), and any other disclosure documents issued by Immersve Pty Ltd.

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