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Hot Topic—Mobile Value-added Services Trends in Latin America

  • September 2014
  • -
  • Frost & Sullivan
  • -
  • 33 pages

Summary

Table of Contents

Case Studies of Successful Strategies to Move Beyond Connectivity

This market insight analyzes new trends in mobile value-added services (VAS) and examines successful cases of operators moving beyond connectivity in Latin America. In this research service, a total of four distinguished case studies are provided for each of the following: mobile financial services, music streaming services, educational services, and security services. Tigo, TIM and Vivo are the mobile operators featured in this study, with cases that help understand operators’ strategies to increase revenues in Latin America.

Executive Summary
-In a very competitive mobile segment that is reaching saturation levels, operators are under strong pressure to avoid being mere connectivity providers and allow applications or content developers to capture wallet share of their customers. Therefore, service providers have turned to value-added services (VAS) as a way to create new revenue sources, increase Average Revenue Per Line (ARPL), foster loyalty and reduce churn.
-As large service providers are traditionally slow organizations in terms of innovative product development, partnerships with smaller companies help them speed up their go-to-market strategies and effectively compete with over-the-top (OTT) providers. At the same time, allowing more flexibility in their pricing strategy helps them attract the prepaid customers. In general, these clients are reluctant to enter into monthly contracts and prefer services where they retain control of the expenditure (like pay-per-use models).
-Besides, since prepaid customers are also unbanked in the majority of the cases, this customer base is a prime target for financial services. Other value-added services that have gained traction include entertainment (news, music, video, etc), education and security. By leveraging the vast amount of customer data they possess, operators customize their offerings as much as possible. However, operators must continue segmenting their customer base and customizing solutions to better meet clients’ lifestyle and needs.
-Taking a look at case studies that cover Financial Services (Tigo), Music (TIM), Education and Security (Vivo) helps to understand that there is no single recipe for success, and that operators must consider the local features of the markets where they operate when deciding to launch VAS.

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