You could post the rest of the sentence for better context. From the available phrase, this looks like one of the bad distortions of the English language by coporate marketeers and requirement engineers, namely the increasing use of the term "value add" or "value added" as a noun. The correct term, which is now rarely being used is "added value".

In any case, the term refers to features added to a basic product by a third party, or an OEM (original equiment manufacturer) before marketing the product. The features could also be added by the original maker to cover different market segements.