Various embodiments provide techniques for determining a value share of a mobile transaction for one or more entities associated with the mobile transaction. Examples of mobile transactions include purchases of content such as applications, games, video, audio, graphics, and so on. In one or more embodiments, value share rules can be created and reconfigured. The value share rules specify a share of a transaction value (e.g., a percentage of revenue generated from a purchase of content) that an entity involved in a particular mobile transaction is credited with. In one example scenario, a user of a mobile device purchases an application for the mobile device. A value share rule can be applied to the application purchase amount to determine a share of the application purchase amount that is to be credited to a mobile operator that provides service for the mobile device.