Press Release

Market for Mobile Value-Added Services in Ethiopia to Thrive Due to Heightened Growth & Innovation

The Ethiopia Mobile Value-Added Services (VAS) Market is valued at around USD 5.89 billion in 2023 and is estimated to grow at a CAGR of about 16.11% during the forecast period, i.e., 2024-30, cites MarkNtel Advisors in the recent research report. The market offers substantial growth & innovation prospects, especially in light of recent regulatory reforms and the opening up of the telecom sector. The evolution maturation in the industry would likely unveil a multitude of opportunities for both local and international players to provide VAS solutions that cater to the diverse needs of the Ethiopian population.

Over the last decade, the country's considerable spike in mobile phone adoption has generated an opportunity for VAS suppliers. Increased mobile device accessibility, spurred by urbanization, economic development, and falling handset costs, has resulted in a growing user base for mobile VAS. As more Ethiopians acquire access to smartphones and basic mobile phones, they become more connected and digitally engaged, creating an appealing platform for VAS providers to deliver services ranging from mobile payments and financial inclusion to content & entertainment.

The ongoing efforts to bolster digital infrastructure in Ethiopia are exemplified by the deployment of 3G & 4G networks, which play a critical role in shaping the mobile VAS market. This expansion is particularly transformative in sectors, like education, healthcare, and agriculture, where mobile applications enhance access to essential services and information.

Furthermore, as Ethiopia's digital infrastructure continues to grow and improve, the mobile VAS market is poised for sustained expansion, further states the research report, “Ethiopia Mobile Value-Added Services Market Analysis, 2024.”

Ethiopia Mobile Value-Added Services Market Segmentation Analysis

Mobile Money to Dominate the Industry

Based on the Service, the market is bifurcated into Short Messaging Services (SMS), Multimedia Messaging Services (MMS), Location-based Services, Mobile Email & IM, Mobile Money, Mobile Advertising, Mobile Infotainment, and Others. Among them, Mobile Money Service holds the major share of the Ethiopia Mobile Value-Added Services (VAS) Market. This surging demand can be attributed to the proactive attitude of the Ethiopian government in advancing financial inclusion in the country.

Mobile money has emerged as a groundbreaking solution, bridging the gap left by the underdeveloped traditional banking systems. It empowers users, including those in remote areas, by providing convenient access to banking and financial services through their mobile devices.

The unparalleled ease and accessibility of mobile money services are critical in a country where physical access to banks and ATMs is frequently difficult, making mobile money the preferred alternative for a broad cross-section of the population in Ethiopia.

Competitive Landscape

With strategic initiatives, such as mergers, collaborations, and acquisitions, the leading market players, including Ethio Telecom, Amha Wehibe, NextStep Technology, Fidel Technologies, Safaricom, and others, are looking forward to strengthening their market position.

Key Questions Answered in the Research Report

1. What are the industry’s overall statistics or estimates (Overview, Size- By Value, Forecast Numbers, Segmentation, Shares)?
2. What are the trends influencing the current scenario of the Ethiopia Mobile Value-Added Services Market?
3. What key factors would propel and impede the industry across the country?
4. How has the industry been evolving in terms of geography & service adoption?
5. How has the competition been shaping across the country?
6. How has the buying behavior, customer inclination, and expectations from product manufacturers been evolving during 2019-30?
7. Who are the key competitors, and what strategic partnerships or ventures are they coming up with to stay afloat during the projected time frame?