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Hot Topic—Mobile Messaging Markets in Brazil, Colombia, and Mexico

  • August 2014
  • 44 pages
  • Frost & Sullivan
Report ID: 2307277


Table of Contents

Mobile Messaging Apps to Highly Impact SMS Revenue

This research service analyzes the short message service (SMS) markets in Brazil, Colombia, and Mexico with a focus on the impact of over-the-top (OTT) mobile messaging solutions available in the market. Market metrics that are covered include data services breakdown per country, SMS revenues from 2009 to 2018, drivers and restraints for the SMS market, and key challenges for the mobile operators.

Executive Summary
-With the recent $ billion purchase of WhatsApp by Facebook, the $ billion cash acquisition offer for SnapChat by the same company, the $ billion market capitalization of Twitter, and the $billion acquisition of Instagram by Facebook, it is clear that mobile apps with large active user bases are valued extremely highly. It is also a reminder of how much money mobile carriers are losing, both in voice and short message service (SMS) revenues, with the increasing use of free mobile text and chat applications.
-As voice services and SMS still represent % of mobile carrier revenue in Brazil,% in Colombia, and % in Mexico, unlike developed markets in which data and value-added services (VAS) surpassed %, mobile messaging apps represents a massive threat in Latin America.
-Mobile messaging applications offered by over-the-top (OTT) providers are offering a far richer experience with far deeper user engagement than the SMS experience that they started to replace. This fact is severely impacting SMS and voice revenue from traditional mobile carriers, and the impact in SMS revenues is expected to be $billion* from 2014 to 2018 in the combined markets under study.
-For mobile carriers to tackle this challenge they need to be able to find new, innovative approaches to meet current demands. Developing own applications enriching SMS services or partnering with industry experts (including OTT providers) or rich communication services (RCS) type services (like the one being offered by ´Joyn´) is a way to do that. At the end offering more than just messaging and expanding into exclusive and third-party content, gaming features, business features, and other payment features, should lead to more success.
*Cumulated value; it is not the net present value

Research Objectives, Scope, and Methodology
This research analyzes the SMS markets in Brazil, Colombia, and Mexico with a focus on the impact of OTT mobile messaging solutions available in the market.
The key focus areas include the following:
-Traditional SMS markets
-The OTT challenge
-Drivers, restraints, and forecasts
-Geographic coverage: Brazil, Colombia, and Mexico
-Forecast period: 2014–2018
-Base year: 2013
-Monetary units: US dollars
Research Methodology
Primary research was conducted* and secondary research included the Frost & Sullivan online database, market participants’ financial reports, and regulators’ Web sites.
*Note: Mobile operators in the 3 countries were interviewed.

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