Receiving additional benefits at a minimal cost is always a pleasant experience. We are often willing to pay when we recognize genuine value in a product or service. Value-added services deliver this same sense of satisfaction. Now, let’s get to the point that brings you all here. Ever felt like your smartphone knows you a little too well? It’s not just your best friend anymore; it’s a personalized marketplace. That’s the magic of mVAS- Mobile Value-Added Services.
Forget generic ads; these extra services are transforming online advertising into a valuable exchange, and yes, without having a fear of getting banned.
The global market for mobile value-added services (MVAS) was valued at USD 1,115.4 billion in 2024. It is expected to experience significant growth, reaching USD 3,319.2 billion by 2033, with an annual growth rate of 12.9% from 2025 to 2033.
This growth is driven by the widespread use of smartphones and the development of new mobile technologies, including the rollout of 5G networks.
Imagine you’re holding your smartphone, and a mobile ad appears, but it’s not just any ad. It’s something interactive that offers real value, that you think is made just for you. This is the world of mobile Value-Added Services, where these popups don’t just interrupt, they improve, engage, and add value to your experience.
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These extra value-added services create a two-way conversation where brands offer genuine value, and consumers get personalized experiences.
Want to know more about mVAS? Check out this comprehensive blog.
What is mVAS (Mobile Value-Added Services)?
Mobile Value-Added Services refers to extra services offered by mobile network providers beyond basic voice and text messaging. These services include things like mobile apps, mobile banking, music downloads, video streaming, games, and even educational content. mVAS helps businesses add value to their customer’s mobile experience, offering convenience and new ways to engage with technology.
Mobile companies and brands use mVAS to offer more value to their customers. It also creates an additional revenue stream, as users often pay for these services. By offering mVAS, brands keep users engaged and satisfied, which can lead to more loyal customers and increased sales. It’s a great way for mobile companies to stay relevant in a competitive market.
Advantages of Mobile Value-Added Services Advertising
Mobile Value-Added advertising offers several advantages for businesses looking to reach a highly engaged audience. Here are some key benefits:
Enhanced Targeting
Mobile value-added advertising helps you target the right people more accurately. Instead of just looking at basic details like age or gender, it focuses on how people use their phones, the apps they like, where they are, and what they have bought before. This means your value-added ads reach people who are more likely to be interested, reducing wasted money and increasing your chances of getting sales. For example, a restaurant can show lunch deals to people nearby, making it more likely they will visit.
Cost-Effectiveness
Mobile value-added advertising is often cheaper than traditional ads like print or TV. For example, SMS marketing is a low-cost way to reach many people directly. Even advanced MVAS methods, like location-based ads or in-app ads, can give better results because they target the right audience and track performance easily. So, if you are looking for this kind of investment and wondering whether it is worth it, the answer is a big yes.
Increased Engagement
Mobile-value-added advertising is more interactive than regular ads. Instead of just watching an ad, users can take part in polls, quizzes, and contests or get personalized recommendations through the apps that are already installed on their smartphones. This makes them more engaged with your brand, keeps them interested, and builds customer loyalty by making the ad experience fun and less annoying.
Measurable Results
One big advantage of mobile value-added advertising is that you can track how well your ads are performing. You can check how many people open your SMS messages, click on mobile ads (specifically for value-added services), or take action after seeing your ad. This way, you can understand the direction that your campaign is heading.
Direct Communication
Standing out in the competitive advertising space is tough, and you’re likely feeling the pressure of this fierce competition. To send a strong message to your competitors that you’re as strong as a rock, you need to get your message in front of your audience quickly. (mVAS) Mobile-value-added advertising provides a direct line of communication with your target audience. Whether it’s through SMS, MMS, or push notifications, you can deliver relevant information straight to users’ smartphones.
Common Types of Mobile VAS Offers & Their Impact on Conversions
Now, you understand that Mobile Value-Added Services refer to additional services provided by mobile network operators beyond the basic voice and data offerings. It is not limited to a single offer; many offers are associated with it. These types can help you understand in what form conversions often occur. Here are some common types of mobile VAS offers:
One-Click Flow
This is the simplest process where a user can complete an action with just one click. Yes, you heard it right; the one-click flow method allows users to complete their desired action with just one click. It’s a fast and hassle-free experience that users mostly desire. With only one action required, users are less likely to abandon the process. The simplicity of the one-click flow helps increase user engagement and conversion rates. However, you can’t expect the user to pay on the first attempt. To encourage them to take that action, you need a product that they truly need.
Two-Click Flow
In this flow, users need to click twice to complete an action.
- The first click leads to a confirmation or review page.
- The second click finalizes the action.
It’s slightly more involved than a one-click flow but still simple and effective. The two-click flow balances simplicity with assurance. This means advertisers can understand that the users are interested since they clicked the first time. If the user proceeds to the second step, it clearly shows a green signal that the user is likely to convert. If they don’t, advertisers can retarget them.
Click2SMS
Click2SMS allows users to complete an action, such as subscribing, by simply clicking a link that sends them an SMS. It’s particularly beneficial for users with basic phones or slow internet. Since SMS does not require an internet connection, the process is quicker and easier. Click2SMS is divided into two parts:
- MO (Mobile Originated) SMS: In MO SMS, the message starts from the user’s mobile device. For example, when a user sends a text to a service or platform, like subscribing to a service or entering a contest, this is an MO SMS.
- MT (Mobile Terminated) SMS: MT SMS refers to messages sent from a mobile provider or carrier to the user’s device. For instance, when a user receives a promotional offer or an alert about their transaction. This type helps businesses reach their customers directly with timely updates.
Pin Submit Flow
Effective advertising does not mean compromising security in any way, as it directly or indirectly affects user trust. But where will you get the right balance of advertising and security? Via Pin submit flow. In this process, users must submit a PIN or code to confirm their actions, like making a purchase. The Pin Submit flow is an easy and effective way to convert users for mobile services. It makes the subscription process simple by reducing manual steps.
When users click the call-to-action (CTA) button, they are taken to a landing page where their phone number is already filled in. They then request a one-time PIN (OTP) via SMS and enter it on the page to confirm their subscription. This quick and smooth process helps increase conversions by making it hassle-free for users.
Important Factors to Consider Before Choosing an mVAS Offer
When selecting a mobile Value-Added Services (mVAS) offer, it’s essential to look out and evaluate several key factors to ensure profitability and user engagement. Here are the most important considerations:
Target Audience Relevance
Ensure the mVAS offer matches your audience’s interests and needs. For example, a gaming subscription will perform well among young users, while health-related services suit an older audience. If you successfully understand what your audience actually needs and you deliver accordingly, then it helps improve conversions and reduces the risk of users unsubscribing quickly.
Pricing and Billing Model
When it comes to pricing, you need to put yourself in the place of customers and think about whether it is fair for them or not in exchange for the given services. Also, you need to be transparent as it builds trust and prevents complaints. Never forget to look at the billing method (direct carrier billing or credit card) to ensure it matches users’ preferred payment options for better acceptance. You should also consider the GEOs, as people living in tier 1 countries can afford higher prices, while those in tier 3 countries may not.
Compliance and Regulations
Each country has different rules for mVAS services, especially regarding user consent and billing transparency. Make sure the offer follows local regulations to avoid legal issues or penalties. Partnering with a compliant provider helps you run your business spoil-free. If you sidefooted the rules and regulations, then it may harm your overall advertising efforts. No one wants this because it takes many years to build an empire, but just one cyclone is enough to destroy it.
User Experience and Retention
The service should be easy to access and use, with clear instructions. If users face difficulties or don’t find value, they will unsubscribe quickly. A smooth experience increases customer retention and lifetime value, making the offer more profitable. So, you need to consider this point very seriously, as it can help you increase your retention rate. When you do this, you can automatically increase your revenue and profit.
Conclusion
Mobile Value-Added Services are a great way for businesses to connect with customers by offering useful and personalized experiences. This includes things like targeted ads, fun content, and easy services. mVAS helps brands get noticed in a crowded market and can lead to more sales. To succeed, it’s important to understand your audience and provide real value. With the right approach, mVAS can increase customer loyalty, improve user experience, and boost profits, making it a smart choice for any business looking to grow.
Frequently Asked Questions (FAQs)
What are mVAS?
Ans. These are extra services provided by mobile network operators beyond the basic voice and data offerings.
Can mVAS ads be personalized?
Ans. Yes, they can be tailored based on users’ preferences and behavior.
What is a one-click flow in mVAS?
Ans. It’s a simple process where users complete an action with just one click.
How does the two-click flow work?
Ans. In a two-click flow, users click twice: the first click confirms, and the second completes the action.
Can mVAS work with all types of mobile phones?
Ans. Yes, it works with both smartphones and basic mobile phones.
