8/9/2019 Telecom Intelligence Series: "Mobile VAS update:
Everybody wants a smartphone"
1/2
Our previous Mobile VAS reports highlighted
how SMS services account or the bulk
o mobile operators data revenue in this
region, and will continue to do so going
orward. However, no one can deny that
smartphones and apps have caught theimagination o operators and
consumers
alike, and will prove to be an important part
o the oering.
Even so, the region has relatively low SMS
throughput fgures compared to developed
countries, not to mention low broadband
penetration, and mobile operators are well
aware o the growth opportunities in both
these segments.
Smartphones have a window o opportunity to
capitalize on this potential, but must battle it
out against laptops and eature phones that
are constantly becoming more versatile.
All in all, the mobile operators are spoiled orchoice in terms o
VAS niches that they may
wish to prioritize, and some o them have
sufcient resources to tackle all these niches
simultaneously.
In this ourth edition o our Mobile VAS
Intelligence Series, we see how smartphones
and apps are the springboard that is giving
impetus to a whole world o alternative VAS
services aimed more at the average consumer.
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May 2010
EXECUTIVE SUMMARYthismonthsseries:
Mobile VAS update: Everybodywants a smartphone
Smartphone feverConsultancies have been publishingimpressive
growth projections orsmartphone sales in Latin Americaand globally
this year, and PyramidResearch goes as ar as projecting38% CAGR or
smartphone sales inLatin America through 2014.
Enter appsCarriers tolerate ree apps, andeven ree apps rom
outside theirown app store, because it isthe apps that will then go
on toencourage internet surfng via thehandset.
SMS is still kingIn Brazil messaging accounted or50% o VAS
revenue in 2009, closeto the global average o 53%, butthis glosses
over the act that SMStrafc per user is very low, meaningoperators
can rapidly increase VASrevenue by promoting SMS services.
Source: Acision, Teleco
SMS as percent of total VAS sales, Brazil 4Q09
Voice
86%VAS
14%
Internet
36%
Messages
50%
Others
14%
8/9/2019 Telecom Intelligence Series: "Mobile VAS update:
Everybody wants a smartphone"
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Content Deveopment & ansis
Editor
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Finnci services nst
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