4 Key Changes in Latin America’s Mobile Market


This post is also available in: Spanish


4 Key Changes in Latin America’s Mobile Market

Going strictly by the numbers, here’s a look at significant shifts with the mobile market in Latin America—data that could help agencies and brands with their next mobile campaigns.

1 mobile growing
#1 THE LATAM MOBILE AUDIENCE KEEPS GROWING MASSIVELY 328,000,000 The amount of mobile users in Latin America in 2014—expected to reach 374 million by 2017 122,000,000 The projected amount of smartphones that will be sold in Latin America in 2014 14,200,000 The amount of tablets sold in Latin America in 2013

2 mobile commerce
#2 M-COMMERCE BECOMES MORE COMMON 54% The percentage of Latin American smartphone users who have purchased a product or service with their smartphones 40% of Mexican mobile users make mobile purchases 83% M-commerce in Brazil grew by 83% between 2013 and 2014 15% of online payments made in Argentina are made with mobile phones (more…)

Mexico launches project to create state-owned mobile network


MEXICO CITY Fri Oct 10, 2014

(Reuters) – Mexico’s government on Thursday kick-started a project to launch a state-owned mobile network by 2018, part of a wider effort to support competitors to billionaire Carlos Slim’s dominant America Movil.

Mexico’s telecoms regulator and the telecommunications and transport ministry (SCT) agreed on terms and conditions for the development of the network in a first step towards launching it, according to a statement from the regulator.

Six telecom equipment makers are carrying out field studies for the public-private project, deputy SCT minister Jose Ignacio Peralta said in the statement.

Telecom equipment makers Alcatel-Lucent and Ericsson have already helped a consortium place a bid to build the network, Reuters reported last month.

Mexico’s government, which estimates the network will require an investment of about $10 billion (6.20 billion pounds) over 10 years, wants to pick a winner in mid-2015, two sources told Reuters.

The regulator said in its statement that it agreed on a timetable for the project with the SCT, but it did not give details of any key dates.

Mexico’s President Enrique Pena Nieto has bet that opening up the telecom sector will boost economic growth, going so far as to put the mobile network project into the constitution with a completion date of late 2018, to prevent lobbying efforts to halt it.

(Reporting by Elinor Comlay; Editing by Ken Wills)

Sprint’s New Customized Plan Goes After Moms, Gives Data Away Dirt Cheap

Advertising Age

Virgin Mobile Offering Gives Unlimited Access to Facebook, Twitter and Other Popular Apps

By .  2014

The big four wireless carriers are on a mad dash to the bottom, when it comes to price. And Sprint has pinpointed the two targets for its latest maneuver: moms and the app-obsessed.

On Wednesday, Virgin Mobile, Sprint’s pre-paid mobile brand, introduced a new phone plan that allows subscribers to customize and adjust their voice, text and data plans. The program — Virgin Mobile Custom — targets low-income shoppers and goes on sale August 9th, exclusively at Walmart. It’s also aimed at parents, who can tweak usage for the plans, which start at $6.98 a month and extend to four lines.

Virgin Mobile CustomVirgin Mobile CustomEssentially, Virgin is creating a blank slate phone — it can be stripped as bare as a customer wants or loaded up with apps.

Sprint’s offering has another lure beyond price: for an additional $5, subscribers can claim unlimited access to one of four social apps — Facebook, Twitter, Instagram and Pinterest — or three music streaming ones — Pandora, Spotify and SoundCloud. For $15 a month, they can get all the social media behemoths. (more…)

Mexico Becomes Latin America’s #1 Mobile Market


by Jesús Benítez@US Media Consulting on JANUARY 17, 2014 in INTERNET, MEXICO, MOBILE

Mexico Becomes Latin America’s #1 Mobile MarketThis post is also available in: Spanish

A new report from eMarketer indicates that smartphone use in Mexico grew by nearly 50% in 2013 and that in 2014 there will be more than 6 million new smartphone users in Mexico. This surge means that there will be a total of 33.3 million Mexican smartphone users in 2014. Given Mexico’s current population of 117 million, this means that smartphone users now make up 28% of the population. Mexico now leads Latin America in smartphone penetration, since smartphone penetration in Brazil is at 23%, at 19% in Chile, at 17% in Peru and at 20% in Argentina. When you couple this increasing smartphone penetration with comScore showing that Mexico leads Latin America in Internet traffic from mobile devices and in tablet adoption/usage, it’s no surprise that marketers in Mexico are investing more in mobile advertising. In fact, eMarketer projects that in 2014 mobile ad investment in Mexico will increase by 87% to reach US$173 million. In Mexico, mobile represents 19% of the total digital ad spend. This is much higher than the rest of Latin America, in which mobile represents just 6.5% of digital ad spend. For further comparison, in more mature markets like the United States—where smartphone penetration recently reached 65%—mobile accounted for nearly 30% of digital ad spend in 2013. To find out more about how we can help you reach Mexico’s 33 million smartphone users via a strategic mobile ad campaign or Mexico’s 50 million Internet users through an online campaign, please contact us.

How to Bring Financial Services to the Poor: Go Digital

Impatient Optimists

The World Bank says that 90 percent of the globe is now covered by a mobile signal. Making financial services available through phones is a way to extend access to more people, even in remote areas, where it’s unlikely that residents have access to a bank.
Jason Lamb
June 2014

Most of us in the developed world don’t think twice about how we conduct our financial lives. Our paychecks appear automatically in our checking accounts; bills are paid with the tap of a few keys; we swipe our debit card and a barista hands us a cup of coffee. Simple. Convenient. Low cost. Digital. For people in the developing world, it’s another story. It’s much more complicated. It’s hardly ever convenient. And rarely digital.

I’m speaking at the Alliance for Financial Inclusion’s Global Policy Forum today to share the results of a new report from the Gates Foundation and McKinsey & Company, Fighting Poverty, Profitably: Transforming the economics of payments to build sustainable, inclusive financial systems, completed about payment systems around the world. We wanted to learn more about the costs associated with current payment systems and find ways to provide poor people in developing countries with affordable, efficient and secure ways to send and receive money.

What we learned is that digital payments can reduce transaction costs by up to 90 percent, and that the current system could be made more efficient, sustainable and accessible to the poor while also lowering costs for financial providers. But how?

Right now, there’s a dearth of financial services available for poor people in developing countries. More than two-thirds of people in developing countries don’t have access to a bank account of any kind. That number grows to nearly 80 percent in rural sub-Saharan Africa. Without access to financial services, poor households operate almost entirely in the informal economy, using cash or physical assets like jewelry and livestock. Essentially, they are forced to keep their money under the proverbial mattress. (more…)

Telefonica Mexico to focus on competing with Slim in mobile


MEXICO CITY  Tue Jun 3, 2014

People are reflected as they walk past Spanish telecom group Telefonica's flagship store in central Madrid November 8, 2013 file photo.  REUTERS/Sergio Perez

People are reflected as they walk past Spanish telecom group Telefonica’s flagship store in central Madrid November 8, 2013 file photo.


(Reuters) – The Mexican unit of Spain’s Telefonica said on Tuesday it will focus on expanding its mobile business rather than adding new services as it tries to capitalise on a regulatory overhaul and steal market share from telecoms tycoon Carlos Slim.

Mexico is in the midst of a major shake-up of its telecommunications sector, dominated by Slim, whose closest competitor in the mobile market is Telefonica.

The new rules create a so-called universal concession, which will allow companies to offer triple and quadruple play services to customers in mobile, fixed-line, Internet and TV.

Francisco Gil Diaz, Telefonica’s chairman for Mexico and Central America, said cell phone users were the priority.

“For now we’re more interested in deepening our presence in the mobile market,” he told Reuters in an interview. “We aren’t seeing television as part of our service offering.” (more…)

15 Fast Facts about Brazil’s Mobile Market

by Sergio Kligin@US Media Consulting on APRIL 11, 2014 in BRAZIL, MOBILE

In planning mobile campaigns in Brazil or anywhere else, it’s helpful to know the latest numbers. So we put together a quick presentation of key Brazilian mobile market numbers to help our clients and colleagues at agencies and brands.

68 per minute In 2013, Brazilians bought 68 smartphones per minute.

272,000,000 The amount of active mobile lines in Brazil as of the end of the first quarter of 2014. 134% Overall mobile penetration in Brazil as of the end of the first quarter of 2014.

140 million The number of active mobile Internet subscriptions in Brazil as of February 2014, a 50% increase compared to February 2013.

123% The growth in smartphone sales in Brazil in 2013.

35,600,000 The amount of smartphones sold in Brazil in 2013.

23% The projected growth of sales of smartphones, PCs, tablets and notebooks in Brazil during 2014—a total of 71 million units. (more…)

Telecoms boom helps Nigeria become Africa’s biggest economy

ITWeb Africa

Published on 07 April 2014
By Simnikiwe Mzekandaba

Telecoms boom helps Nigeria become Africa’s biggest economy.

Nigeria’s booming telecoms sector has helped cement the West African nation’s status as Africa’s largest economy.

On Sunday it was announced that Nigeria had overtaken South Africa to become the largest economy on the continent and 26th largest economy in the world with a gross domestic product (GDP) of almost $509 billion for 2013.

Nigeria’s current financial status follows a rebasing exercise of its GDP to include sectors such as telecoms and financial services.

It was reported by Nigeria’s National Bureau of Statistics (NBS) that the country’s GDP was recalculated based on production patterns in 2010, and increasing the number of industries it measures to 46 from 33. The last time Nigeria rebased its GDP was in 1990.

And according to statistics from the NBS, Nigeria’s telecoms sector moved from 0.8% of GDP to 8.6%.

Africa Analysis managing director, Dobek Pater, has told ITWeb Africa that the Nigerian government has long been talking about including the telecoms sector as an official part of the economy.

Nigeria’s telecoms sector is valued at $19 billion and that makes it a significant contributor to that economy, Pater said. (more…)

Mexico Tops Smartphone Market in Latin America With 50 Percent Growth in 2013, Becomes Interest for Mobile Ad Marketers


Posted: Feb 06, 2014
By Michael Oleaga

Nokia Smartphone
Nokia phones on display in a shop. (Photo : REUTERS/Ints Kalnins)

Smartphone usage in Mexico has led to the country become an interest to mobile marketers.

According to eMarketer, mobile phone usage in Mexico is not as common compared to other major Latin American countries, but yet smartphone penetration is “comparatively high.” Smartphone usage in Mexico more than doubled in 2012. In 2013, it grew almost 50 percent again. As a result, eMarketer projected 6.1 million people will be added to Mexico’s smartphone owners population.

With the projection, Mexico could see approximately 33.3 million smartphone users, which is more than one-quarter of the country’s population. According to Mexico’s National Population Council, the country has 118.4 million inhabitants. (more…)

How Young Brazilians Use Mobile Devices

How Young Brazilians Use Mobile Devices

Research firm E.Life recently surveyed more than 500 Brazilians from around the country and from different socioeconomic classes to understand better how they use mobile devices. Below we recap the key study results to help marketers, advertisers and media professionals optimize their mobile ad campaigns in Brazil.

#1 Young people in Brazil are more likely to use smartphones than tablets to access the Internet
The survey results indicated that 91% of Brazilians between 15 and 24 use theirsmartphones to go online, while only 42% use tablets. Brazilians aged 25 to 65 also show heavy use of smartphones to access the Internet (nearly 94%) but are more likely to use tablets (nearly 53%).
If you’re targeting by socioeconomic class, nearly 91% of Brazilians from classes AB access the Internet with smartphones and 57% use tablets. (more…)