Our previous Mobile VAS reports highlightedhow SMS services account or the bulko mobile operators’ data revenue in thisregion, and will continue to do so goingorward. However, no one can deny thatsmartphones and apps have caught theimagination o operators and consumersalike, and will prove to be an important parto the oering.Even so, the region has relatively low SMSthroughput fgures compared to developedcountries, not to mention low broadbandpenetration, and mobile operators are well aware o the growth opportunities in boththese segments.Smartphones have a window o opportunity tocapitalize on this potential, but must battle itout against laptops and eature phones thatare constantly becoming more versatile.All in all, the mobile operators are spoiled orchoice in terms o VAS niches that they maywish to prioritize, and some o them havesufcient resources to tackle all these nichessimultaneously.In this ourth edition o our Mobile VASIntelligence Series, we see how smartphonesand apps are the springboard that is givingimpetus to a whole world o alternative VASservices aimed more at the average consumer.
To subscribe to BNamericas, please contact: Virna Vargas at firstname.lastname@example.org or call +56 (2) 941 -0496For sponsorship opportunities, please contact Ana Suárez at asuarez@BNamericas.comor +56-2 941 0404.
Mobile VAS update: Everybody wants a smartphone
Consultancies 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.
Carriers 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 king
In 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